(v) Marketing Mix

8/8/2019 (v) Marketing Mix

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(V) Marketing Mix (4 P¶s)

³Product´

The product of the THS Company will be offered in term of ³service´. The main

service is to facilitate the transportation for the passenger or for the logistic in a high-speedmanner. Beside the main service, offering comfortable service during the travel would be

included in our services as well. Apart from the service, this ³Product´ section of ³Marketing

Mix´ will also cover on the logo of the company, the design of hi-speed train, the detail of the

service etc. All of these points will be point out below:

The main service of the THS Company( Core Product):

First of all, the company has a clear mind focusing on not just only on the high-speed

train but also what passenger truly need and expect. We focus to help passengers to save

time on traveling so they can spend their extra time on others important things.

Businessmen will not be late for long distance meeting, people who love to travel will not

have to spend most of their time on traveling to destination, people with limited holidays

will be able to visit their hometown and have a longer stay with their family. To make all

these to happen is what we focus on the most. This as our ³Core product/service´ will

benefit our passengers totally.

Look at the picture above, ³Core product/service´ is placed inside which mean it is

the most important part for the company to concern of. The company core service is

to deliver passengers or goods to their destination while taking up less time than other

alternative modes of travel. The Branding/Packaging and Guarantee/After sales will

be develop in the next part.

Branding/Packaging

Core

product/s

erviceGuarantee/After sales





Design (Actual Product):

Nowadays, design help people to remember things easier as well as making normal

things become more attractive. THS Company should represent innovation and

improvement of lifestyles therefore the company will come along with logo design

that will make the company looks more creative full with innovation. We will bring

positive experience to let the passengers feel safe and comfortable when seeing thecompany s logo. The company will discuss about the detail of the design in the

company individually.

Logo of the THS Company

The meanings of the design are:

- Using the arrow shape blue to represent the train s head.

- Using the two red arrows to present the sign of move forward.

- Using the red lines to show that the train is running at a high speed.

- R ed color gives the meaning of fast, exciting, and very active.

- Blue color gives the impression of strong, cool, safe, stable, and

comfortable.

- THS Train means Thailand High-Speed Train.

The overall of the logo appearance, the company aims to make people feel safe and

reliable when they look at the logo. The logo is very easy to remember as the design

is not too complicated and also seems like a meaning can be extract straightforwardly.

However, the company leaves the name of the company THS in the logo as well to

always remind people about the brand of the company when they overcome one.

Finally the company hopes that this logo will help people remember about the

company and comes up in their mind when talking about high-speed train.



The design of the train

These are just a basic idea of the inter ior designs inside the train.

(The example of

railway of the train)

(The examples of seats in

the hi-speed train)

(Example of toilet)

(The sketch of bogies)

(The seats in the train for

people who came as a group)



The overall view outside the hi-speed train

Layout view inside hi-speed train

Services onboard

Power car Business class

Economic class Lounge

Economic class Economic class

Business class Power car



This is an overview of the seating

inside the train. The company will be

providing services in two standards but

will focus mostly on providing economic

class seating due to the respond of the

survey samples for business class was not

as much as expected, therefore our

company will only provide 2 boogie of

business class.

Services that is included onboard:

y Wi-Fi Free internet onboard.

y Catering

Serving food and beverage

to the passenger at the

seats.

y Lounge

A place where passenger

can relax and dr ink a cup

of coffee.

y Train attendant

Take care of passengers

y Movies & Music Provided to enter tain the

passengers



Business class would be ~1 % higher than standard class fares, but this comes with:

y bigger personal space

y each seat has a padded foot cushion for leg resting.

y Personal music system: Will have 3 channels which is separate by Thai music,

Western music, Asian music.

y Each seat provide with a single V electrical outlet so passengers can use for charging up electronic devices.

Other than the economic class and the business class provided to the passengers, we provideinbound logistic too. The coverage of the logistic would be the same as our traveling service.

Our company provide this logistic service to shorten up the time-span needed for transfering

goods around the nation. So this can allow inbound logistic to be done easily inside the

nation without a big fuss and definitely more environmental friendly.

Freight service will be available under categories of different sizes:

y < 4kg less than 4kg

y 4kg 4 kg

y 4 kg 1 kg

y Above 1 kg

Any single goods that is bigger than a truckload would have to use another alternative for the

freight.

So in general, these would be the services that our company focuses on.







³Place´

In this par t, the ³Place´ chosen for distr i buting our service will be spread around the

nation with 72 platforms serving as the station. All platforms will be either identical or

similar to each other base on the following images.

There are two types of distr i bution channel that our company can use for as guidelines for

distr i bution. These two types of channel are categor i ed into direct and indirect distr i butionchannel. Our company will be applying direct and indirect distr i bution channel.

The reason we will distr i bute indirectly too is because this is to decrease any possi ble reasons

for passengers to acquire our tickets, the pr icing in indirect channels must be str ictly

controlled so it won¶t be added up by others before reaching to the target market. If this case

happens, people will stop switching to our service. With worst scenar io, we might have

hel ped out the air lines in keeping their customers instead. So this is why our company chose

to deal with the customers directly.

An overview looks of

the station (outside).

An overview looks of the

station (inside).



Distrubution channels:

Direct distribution:

y Counters:

At all stations, counters can be found with employee awaiting to assist youin the ticket buying

Displays of destinations and departure time would be shown, people will have to queue up

like old fashion way to require the tickets at the counter.

Friendly services answering passengers questions if there any before purchase.



y Ticket vending machine

Auto ticket vending machine are available for passengers in a self-servicemanner.

The vending machine will either accept banknotes and coins or if no possidble, Credit/ATM

Card can be used instead too for purchasing the tickets.

y Official Home page:

Tickets can be booked through the official website of the

company.

Credit cards or Debit cards can be used for purchasing the tickets online and

they can either print out the e-ticket or write down the reference code givenand input the reference number into the ticket vending machine at the station

or give the reference number to the counter to acquire the ticket.

So to speed up the circulation, this self-service is provide for passengers thatdo like like to queue up and also for passengers that are familiar with

technologies.



Indirect distribution:

y Convenient stores:Agreements along with stores such as -11, Family Mart, and Testco Express

to allow tickets being sold at all branches of the store. This is to boost sales bymaking tickets more reachable. Passengers who are inconvenient in buying

tickets at the station or purchasing it online can benefit from this too. So it is awin-win situation which our company cannot miss out.

For Freight services, the company will only be dealing directly at the stations.

In general, these would be our company s distribution channels and appropriate distribution

strategies will be used along to make sure our company would profit throughout the

consession.



³Promotion´

We will split our promotion strategy into 2 par ts:

y Dur ing the construction per iod

y Af ter the contruction per iod

This is to reach out to the stakeholders before the available of the service

During the contruction period

Since the construction per iod takes around 11 years, promotion strategy dur ing this

per iod would focus more on providing information to stakeholders rather than

adver tising about the service. We will be using strategy of ³Outreach´. This is to

keep our stakeholders up to date and in the mean time, also implant the information of

what they can benef it from our hi speed rail service. In general, it is designed to

focus on broad public pro ject awareness and also on the outreach and public

engagement.

y News Media R elations

Our company must rely on the news media as a pr imary source of communication to the public, since no point currently in employing

adver tisement or other costly mass-marketing options. The outreachteam wr ites and distr i butes all press releases and media advisor ies,

prepares and places ar ticles in state and national publications, respondsto requests for information from journalists, and schedules media

interviews with appropr iate representatives. In addition, the teamwr ites or prepares all communication instruments for the Board and

pro ject, including regional outreach mater ials and press relations.Because of the changing nature of the news media, the outreach

program makes signif icant effor ts to reach public and news media

audiences through Web-based communications vehicles.



y Public Engagement

This outreach program is responsi ble for engaging and responding to

the public. It accomplishes that by directly dealing with the public in

public meetings, through wr itten correspondence, person-to-person

interaction, and other modes of communication.

y Web Site Strategy and Content Management

The company¶s web site is a vital tool for providing pro ject

information and details to interested par ties. The web site will contain

all documents developed ± from repor ts and studies to Board meeting

agendas, pro ject details, environmental documents, etc.

K ey goal is to regionali e available information to provide better

pro ject understanding for local stakeholders.



After the contruction period

After the contruction period, we will steer our promotion strategy towards on focusingmass advertising and sales promotion.

y Free trial rides

Upon the completion of the project, our company will be providing

free rides for 6 months. This is to let users try out our service and also

it is a plan to merge our service into users lifestyle. After 6 months of

free-trial, users that have been using the service would have by now

get used to using our service in their everyday life.

y Mass media advertising

Not really emphasizing on this part because our copany have raised theawareness of hi-speed rail service earlier during the construction

period using different ³Outreach́ strategy. So what our companyadvertises would be content containing the impression of the ³smooth´

and ³safety´ that our service can provide. This is to increase thereliability and impression that customers have of our company.

y Mileage program

Users able to accumulate mileage for future discounts, cash back, and

exchange of rewards from the reward systems.

y Sales promotion

R oundtrip tickets

Offer promotions of roundtrip ticket. Make roundtrip tickets

more affordable than single-trip ticket. Come 4 pay 3

This is to make users bring along their friends to enjoy the

cheaper price. In a way, it s like using the users to advertise for

our company.

Birthday, under 1 cm, seniors

Users who falls under these category would get to enjoy our

service in ³half-price´

These strategies will be carried out to promote our service in all aspect. Attracting users only

would not guarantee our sales; the important part is to raise the awareness of what users can

benefit and acknowledge from our service, which is why we will emphasize on the image that

would link ³safety´ and ³speed´ to our service.

(v) Marketing Mix

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