Critical Issue and Innovative

Present by Ang Mei Wah, Jessica Chong, Chia Kuan Joo, Lai Wei Fook, Kabiru, Lim Song Chia

Critical Issue and Innovation

Group Name

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NapCabs

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About NapCabs
A private area where travellers and businessmen able to rest while waiting for transit. Located in most of the major airport, transit, train station, bus station and etc. worldwide. Comfortable and unique design Service Wi-Fi, Phone, Bed, TV etc Private space Payment Method via credit card i.e. VISA, Master and America Express
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Vision & Mission

Vision: To be the best choice of worldwide business traveller Mission: To provide transit traveler service though clean, private, quite, relax and affordable philosophy

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Market Segmentation
A market segment consist of a group of customers who share a similar set of needs and wants (Kotler & Armstrong, 2008)

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Target Market

Niches Market: - Business Traveller A niche is a more narrowly defined customer group seeking a distinctive mix of benefits Characteristic distinct set of needs, willing to pay premium price, not likely to attract other competitors, gain certain economies through specialization, size, profit, and growth potential

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Segmenting Consumer Markets

Segment variables: Geographical Demographical Psychographic Behavioural

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Geographical
Geographic segmentation calls for dividing the market into different geographical units such as nations, states, regions, countries, cities, or neighbourhoods. Target market: Busy transit cities i.e. London, New York, Dubai, Singapore and Kuala Lumpur.
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Demographic

The market is divided into groups on the basis of variables such as age, family size, family life cycle, gender, income, occupation, education, religion, race, generation, nationality, and social class. Age - 30 to 50 years old Occupation Sales & Marketing, Engineer, Finance, Director, Managerial Income above RM60,000 per annual
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Psychographic

Buyers are divided into different groups on the basis of psychological/personality traits, lifestyle, or values. VALS classifies Target Segment: Innovators & Thinkers
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Behavioural

Buyer are divided into groups on the basis of their knowledge of, attitude toward, use of, or response to a product. Decision Roles Decider & User Behavioural Variable Occasions
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Product
Capsule Hotel A private area for traveller Service Comfortable single bed, Table & Chair, High speed internet connection, Power socket, Satellite TV with build in movie section, Music system, Personalize lighting, Luggage storage area, Alarm clock, Controllable temperature

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Price
Middle Range Pay as you used RM68 for the 1st two hours and every subsequence hours RM45

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Place
Located in distance transport interchange i.e. Airport, Bus Station, Train Station and Port. Near to boarding counter WHY? Flight, Bus, Train Delay Waiting for transits Privacy Comfortable area
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Physical Environment

Clean Private Quite Simple Comfortable

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Process
Clicks

Select Insert Payment Pull

Enjoy

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People

No people has involve in the service transaction Cleaner Management Maintenance Accountant

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Promotion

Promotion Mix: Advertising, Personal Selling, Sales & Promotion, Direct Marketing, Public Relation, Event & Experience Integrated Marketing communication: Advertisements - In door media ads, business radio, in flight/train/bus magazines, transportation company website Sales & Promotion Rebates, Packages deal Event & Experience + Public Relation - Launch
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Radio Advertisement
Ladies and gentlemen's, welcome to the world of waiting. Unfortunately, we are in the mercy of shelter where everyone is siting and lying everywhere without any privacy. I believe we deserve better than this. Capsnap has provides what everyone should be deserve with a better life. Just 5 simple step to get in to a clean, private, quite, relax and affordable world. Please visit to the concierge or www.capsnap.com for more information. Its ready for boarding. Have a pleasant Journey.
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Conclusion

Advantages
Save Cost Minimize risk Save time

Disadvantages
Cannot survive for long-term Can be costly sometime Needed to modify

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Question and Answer Section

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Thank You
28.11.2012
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