rabbit card
DESCRIPTION
TRANSCRIPT
Group members:
Anil Shrestha – st112986
Ankeet Rajbhandari – st112890
Arpita Shahi – st112740
Jush Shrestha- st112817
Sneha Basnet – st112884
Shashank Pradhan - st113312
Service Marketing: Rabbit Card
Smartcard designed for electronic paymentsUsed for Mass transit payment as well as at
other leading retail outlets & convenience storesLoyalty Points Program: Carrot Rewards
Stored Value: Minimum 100 baht; Maximum 4000 baht
Service Concept
One card for travelling, shopping & eating
No need to carry fat wallets full of cards or cash
Makes daily life convenient, easy & simple
Ensures better protection against cash handling, fraud & human error
Encourages increased customer spending and frequency through "Carrot Rewards”
Positioning
An e-money system that can be used in mass transit networks and retail“Quick, Reliable & Friendly”Hop between different transit & retail with just one card
Top up. Hop in!
Unique Benefits
Used in unique stores
Valuable benefits through Carrot Rewards Loyalty program
No need of many card – All in one
No queuing upEasy to issueEasy to top up and
use - simply "beep and go"
Competitors
Competitors
The Rabbit name
The name rabbit symbolizes quick, funny, reliable and friendly
Suggest other name
To move or proceed rapidly
FLASH!
Service productCard reward system
Enrolling in Carrot Rewards:
Step 1: Available now at any BTS Ticket Office
Step 2: Enter the Rabbit 13 digit number from the
back of the card into the Carrot Rewards Registration form
Step 3: After getting email or SMS confirmation, start
earning Carrot Points
Carrot Rewards Benefits:Earn Carrot Points each time you top up your
Rabbit.Receive a quarterly e-newsletter with new
promotional offers and benefits to Carrot Rewards members.
Sign up for Carrot Tweets on Twitter or email alerts on your member profile page to receive updates, invitations and other special privileges.
Earn Carrot Points when you use your Rabbit at Carrot Rewards’ Points Issuing Partners
A framework to assess services brands on experience
Marketing Communication
Experience Strategy
Consumers Segments
Service delivery
Culture
Brand as experience
Useful
Usability
Enjoyable
Adult
Senior Student
1 2 3 4 5USEFUL
USABILITY
ENJOYABLE
NOT Effective
Use it for BTS only Rewards not suitable for all segments Many group of people do not know what it is for.
GAP
Key Messages in Advertisement
Top up.Hop in!
appendix; Rabbit Ads
Special promotion for rabbit users
Get more point get more reward/top-up your Rabbit.
Carrot Rewards Points Issuing Partners.
Free register carrot reward
contd;
Smart card for young generation
Commute easily and enjoy travel and shopping with only one card
Bring old BTS card to change into rabbit card
Contd;
Promotion of rabbit card
for kids
Ipad 2 for 3 people registering before the mentioned date (1-30th of April 2012)
Customer Response
“I was so impressed with how it saves you from having to queue up for single trip tickets.”
Customer Responsev
“I had my BTS card converted. It took 20 minutes. The conversion process is too long.”
SEGMENT
Separate rabbit counter in BTS Increase the no of retail partnersEasy top up from ATM, online, SMS, Seven
Eleven Improve technology Improve awareness through
advertisement(Both Thai and Foreigner)Easy registration for carrot reward
Recommendation
THANK YOU