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