The Train Stations Name: Van Thanh Hai Truong (Henry) Source: internet
Student No.: 12022145
Campus: Sydney Term 1/2017 Lecturer: Sujatha Sridharan Course coordinator: Dr Roshnee Ramsaran DESCRIPTION OF THE SERVICE
The core service Supplementary services
The self-service coffee Facilitating services: on the train stations Information (service hours, price, receipts and with a innovative member cards) payment method. Order Taking (machine contact, rather verbal Offer many kinds of conversation) coffee: Espresso, Latte, Billing (machine display amount of purchase) Cappuccino, Flat- Payment (cash, money deposit) White Enhancing services: Hospitality (greetings, tissues, coffee trays) Exceptions (frontline staff, hotline)
Source: internet TARGET MARKET Focus on the group of customers Behavioural Segmentation who often use the train systems in as the main method to travel.
Age from 15-64, enjoy drinking
Demographic Segmentation coffee every day.
Use a fully focus strategy, provide
a limited type of services to the Targeting Strategy niche market segment. Offer a superior coffee service to consumtomers who often use train for travelling purpose. POSITIONING STRATEGY Target customer strategy Service different to other competitors fully focus Value proposition of the strategy. Self-service system service offering Superior coffee to increase Offer a high quality coffee service for productivity and service at the stations to meet people using quality of service. the demand of people who train as a main Distinguish to other busy to go to work or travel. vehicle for competitors. Use technology innovation: travelling Smart card ( Store Data, digital wallets) make transaction easier and faster, better user-experience, to ease CRM. DISTRIBUTION STRATEGY Customers go to service outlets Consumers purchase service need go to service outlets available on around train stations. On the way to travel, convenience
Member cards distribution (prepaid cards)
Member card can be used as a form that stored customers information. Contain electronic wallet used in any transaction to purchase services. Customers can top up the card online, at our outlets, intermediaries such as city-convenience and news agency stores
Franchising (in the near future)
Using franchising to expand rapidly our service more effective with less effort in term of financial investment. PRICING STRATEGY For regular customers (pay by prepaid-card/member card) - medium size of a coffee is $1.95. Cost of service - large size is $2.95. - Offer a free cup when purchase enough 8 cups/week.
Uncommon customers (pay by cash)
- medium size is $2.5. - large size is $3.5.
Card or cash, pay before services
Payment method delivered. Prepaid card can top up online, service outlets or intermediary stores. PROMOTION STRATEGY - Outlets signage, the uniforms, physical facilities such as self-service machine. Company - red and brown colours Design - Create awareness and interest among consumers. - Deliver information and consultation. - Measure the effectiveness of promotional campaigns.
TVC, radio and print media
PROMOTIO Advertisin Website g to communicate our N services to the public.
- Offer a free coffee for the first time of
purchase when being membership Sales Promotio - Offer a free with 8 coffee purchase a week n REFERENCES Australian Demographic Statistics (2016). Australian Bureau of Statistics. Retrieve from http://www.abs.gov.au/ausstats/abs@. nsf/0/1CD2B1952AFC5E7ACA257298000F2E76?OpenDocument Bizer, Y., Schindler, M. (2005). Direct evidence of ending-digit drop-off in price information processing. Psychology and Marketing. 22 (10), 771783. doi:10.1002/mar.20084. Byers, R. (2016). 63 Innovative Cafe Culture Ideas. Trend Hunter. Retrieve from http://www.trendhunter.com/slideshow/cafe-culture Brittney, H. (2015). 8 Reasons to Consider Franchising. Business News Daily. Retrieve from http:// www.businessnewsdaily.com/7970-franchising-benefits.html Guidelines on Choosing and Securing Mobile Point of Sale System (2016). Secure Box. Retrieve from https://securebox.comodo.com/blog/pos-security/guidelines-choosing-securing-mobile-point-sale-system/ Sabova, M., Papasolomou, L., Thrassou, A., Vrontis, D. (2014). Marketing public relations: A consumer-focused strategic perspective. Journal of Customer Behaviour, 13(1), 5-24 Solomon, M., Russell-Bennett, R., Previte, J. (2013). Consumer Behavior: Buying, Having, Being (3rd ed.). NSW: Pearson Asutralia Taghiloo, M., Ali Agheli, M., Rezaeinezhad, M. (2010). Mobile Based Secure Digital Wallet For Peer To Peer Payment System. International Journal of UbiComp, 1(4), 1-11. Tarantola, A. (2014). What Are "Smart" Credit Cards, and Why Are They Coming to America?. Gizmodo. Retrieve from http://gizmodo.com/what-are-smart-credit-cards-and-why-are-they-coming-1520171221?IR=T Wirtz, V., Chew, P., Lovelock, C. (2012). Essential of Service Marketing (2nd ed.). Jurong, Singapore: Pearson Education South Asia.