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Whether the “Premier Points Card” activity at 7- ELEVEN is successful than that at Family-Mart. Open-John team 9654016 陳顗伃 Kelly 9631018 江美儀 Mei-Mei 9631022.

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Presentation on theme: "Whether the “Premier Points Card” activity at 7- ELEVEN is successful than that at Family-Mart. Open-John team 9654016 陳顗伃 Kelly 9631018 江美儀 Mei-Mei 9631022."— Presentation transcript:

1 Whether the “Premier Points Card” activity at 7- ELEVEN is successful than that at Family-Mart. Open-John team 陳顗伃 Kelly 江美儀 Mei-Mei 莊晴晴 Jenny 林怡汝 Karen 段思宇 Rachel

2 I. Introduction With intense competition of convenient store recently, the two biggest store, 7-ELEVEN and Family-Mart, have their own special way to market merchandise. In these marketing activities, we have noticed that the “Premier Points Card” activity at 7- ELEVEN seems to get more attention to the public. Thus, we want to talk about : whether the “Premier Points Card” activity at 7- ELEVEN is successful than that at Family-Mart.

3 II. Literature Review A.Background of premier point card activity - “Premier point card activity” is structured marketing efforts that reward and therefore encourage, loyal buying behavior. - The first premier point card activity appear to have been the “trading stamp programs”. - They encourage repeat buying and thereby improve both retention rates and “share of wallet” from regular customers.

4 II. Literature Review B. Premier point card activities among convenience stores - In 2004, 7-ELEVEN had promoted premium program first. - 7 months later, Family-Mart followed 7- ELEVEN’s step. - Since then, the business battles among convenience stores were begun.

5 II. Literature Review C. 7- ELEVEN V.S. Family-Mart Convenience store 7-ELEVENFamily-Mart Business Philosophy 1.Leading customers to a new quality of life. 2. Rapid responses of consumers’ demand. 3. Focus on “store image”. 1.Take customers’ satisfactions as their top priority. 2. Implement the S & Q.C. (Service, Quality, and Cleanliness) business principle thoroughly.

6 II. Literature Review D. Uni-President’s Logistic Sub- conglomerates -COSMED is a franchise drugstore for drugs. -STARBUCKS franchise stores are known for their coffee. -Cold Stone Creamery is an expert in ice cream -Mister Donuts insist on offering only the freshest products in a variety of different flavors. -Muji promotes a simple, natural and quality lifestyle and insists on using carefully selected materials for all products.

7 II. Literature Review E. The start of “Open-John ”! NameOpen-John! Blood typeType O Birth placeOpen planet Birthday11th July, 2006 HeightHeight of 4 rice rolls WeightWeight of 2 pineapples

8 III. Problems “Premier Points Card” activity at 7-ELEVEN seems to be more attractive, and we wonder why “Premier Points Card” activity at 7- ELEVEN catch more attention of customers than activity at Family-Mart.

9 IV. Hypothesis Hypothesis 1: “Premier Points Card” activity at 7- ELEVEN is more attractive to consumers than that at Family-Mart. Hypothesis 2: The premium of Uni- Presidents’ subsidiaries, which Family-Mart doesn’t have, is the most important reason that attracts customers to collect the points of 7-ELEVEN. Hypothesis 3: As to cartoon figures, consumers may prefer to exchange 7-ELEVEN’s Open-John’s figure to Family-Mart’s cartoon figures. Hypothesis 4: Those who seldom go to 7-ELEVEN to consume will go to 7-ELEVEN to consume specially for its “Premier Points Card” activity.

10 V. Methodologies We will give customers of 7-ELEVEN in NCTU the questionnaires. We made the questionnaire on the net Use the pie chart and statistic to analysis. There are total 48 people who done this questionnaires on the internet.

11 VI. Research Analysis and Results Test of Hypothesis1 By question 3: In all kinds of Premier Points Card activities, which one would you like most? A. □ 7-ELEVEN ( if you check this, please answer number 4 ) B. □ Family-Mart ( if you check this, please answer number 5 ) C. □ others

12 The pie chart

13 Null hypothesis: pA=pB Alternative hypothesis: pA>pB Level of significance: α=0.05 Criteria: reject the null if Z*>1.645 Analysis: Z*=8.415>1.645 Decision: reject the null at 0.05 level of significance Conclusion: the true proportion of 7-ELEVEN preference is more than Family-Mart.

14 Test of Hypothesis 2 By question 4: Is the main reason attracts you to join this Premier Points Card activity of 7- ELEVEN that you can get discount at the store cooperated with Uni-Presidents enterprise? A. □ yes B. □ no

15 The pie chart

16 Null hypothesis: pA=pB Alternative hypothesis: pA>pB Level of significance: α=0.05 Criteria: reject the null if Z*>1.645 Analysis: Z*= 3.055>1.645 Decision: reject the null at 0.05 level of significance Conclusion: the proportion of approval is more than disapproval.

17 Test of Hypothesis 3 By question 5: Comparing with Family-Mart’s cartoon figure, you prefer redeeming 7- ELEVEN’s Open-John figure? A. □ yes B. □ no

18 The pie chart

19 Null hypothesis: pA=pB Alternative hypothesis: pA>pB Level of significance: α=0.05 Criteria: reject the null if Z*>1.645 Analysis: Z*=4.491>1.645 Decision: reject the null at 0.05 level of significance Conclusion: the proportion of redeeming Open-John’s figure preference is more than Family-Mart’s cartoon figure.

20 Test of Hypothesis 4 By question 6: If you are more convenient to consume at Family-Mart, would you increase the consuming amount and frequency of 7- ELEVEN because of its Premier Points Card activity? A. □ yes B. □ no

21 The pie chart

22 Null hypothesis: pA=pB Alternative hypothesis: pA>pB Level of significance: α=0.05 Criteria: reject the null if Z*>1.645 Analysis: Z*=0.408<1.645 Decision: fail to reject the null at 0.05 level of significance Conclusion: the data doesn’t refute the hypothesis that under stated conditions, the probability of go to 7-ELEVEN and Family- Mart is the same.

23 VII. Conclusions Hypothesis 1: “Premier Points Card” activity at 7- ELEVEN is more attractive to consumers than that at Family-Mart. →It’s true. Hypothesis 2: The premium of UNI- Presidents’ subsidiaries, which Family-Mart doesn’t have, is the most important reason that attracts customers to collect the points of 7-ELEVEN. →It’s true. Hypothesis 3: As to cartoon figures, consumers may prefer to exchange 7-ELEVEN’s Open-John’s figure to Family-Mart’s cartoon figures. →It’s true. Hypothesis 4: Those who seldom go to 7-ELEVEN to consume will go to 7-ELEVEN to consume specially for its“ Premier Points Card” activity. →It’s false.

24 Why is 7-ELEVEN more success? Promote their figures by many way –TV commercials (Family-Mart only use this.) –Parade –Embedded Promotion in yoyo channel and baseball games –Blogs –Stores

25 Why is 7-ELEVEN more success? Integrate the channels (7-ELEVEN only) –Starbucks, Mister Donut, and Cosmed Innovation –7-ELEVEN develops a great amount of new products every year. –Except new goods, 7-ELEVEN also creates new services. –For examples, delivery service and agency Receipt and Payment service are the most revolutionary. –Convenient stores not only sell goods, but also convenience. 7-ELEVEN always think how to integrate more daily chores for consumers. So consumers can get all they need in 7-ELEVEN. In further, it means 7-ELEVEN maybe become an indispensable part in our life.

26 Why is 7-ELEVEN more success? –Family-Mart is a follower. While 7-ELEVEN makes promotions, Family-Mart always copies them. –In 2005, 7-ELEVEN made the promotion that consumers could collect points to exchange with something free. –Because portrait rights of popular roles of cartoons had been occupied, Family-Mart could not copy the promotion in this time. –Collection points for exchanging gifts have been taken by other industries for a long time; for instance, credit card industry. But it was first time in the convenient store industry. Thanks to the promotion, the monthly revenue of 7-ELEVEN rose to an all-time high. It was 101 billion NTD.

27 Integrate the channels Uni-President will have unmatchable competitive edge since they include Starbucks, Mister Donut, and Cosmed into collecting point promotion. Points collected at 7-ELEVEN not only can exchange goods in 7-ELEVEN, but also in Starbucks, Mister Donut, and Cosmed. This will attract consumers.

28 Innovation Family-Mart always copy promotion programs of 7-ELEVEN. In 2005, 7-ELEVEN made the promotion that consumers could collect points to exchange with gifts. Family-Mart could not copy the promotion in this time. Because portrait rights of popular roles of cartoons had been occupied.

29 Innovation Collection points for exchanging gifts have been taken by other industries for a long time. However, it was first time in the convenient store industry. Thanks to the promotion, the monthly revenue of 7-ELEVEN rose to an all-time high. It was 101 billion NTD.

30 Commends For 7-ELEVEN –the quality of gifts is important to customers. –Make strategic alliance with other industries which does not belong to Uni-President.

31 Commends For Family-Mart: –Family-Mart should create some new idea for marking. –Family-Mart should make strategic alliance with other companies for increasing attractive power. –Family-Mart could offer free door-to-door delivery service to make customers more convenient.

32 References Balasubramanian, S. K., Karrh, J. A., & Patwardhan, H. (2006), “Audience response to product placements: An integrative framework and future research agenda.” Journal of Advertising, 35, 115–141. Auty, S., & Lewis, C. (2004), “Exploring children’s choice: The reminder effect of product placement.” Psychology & Marketing, 21, 699–716. Brennan, S., Rosenberger III, P. J., & Hementera, V. (2004), “Product placement in movies: An Australian consumer perspective on their ethicality and acceptability.” Marketing Bulletin, 15, 1–16. Arjun, C. & Morris, B.H. (2001), “The chain of effects from brand trust and brand affect to brand performances:the role of brand loyalty.” Journal of Marketing, 65, 2, Chaudhuri, A. & Morris, B.H. (2001), “The Chain of Effects from Brand Trust and Brand Affect to Brand Perormance: The Role of Brand Loyalty.” Journal of Marketing, 65, Gould, S. J., Gupta, P. B., & Grabner-Krauter, S. G. (2000), “Product placement in movies: A cross-cultural analysis of Austrian, French and American consumers’ attitudes toward this emerging, international promotional medium.” Journal of Advertising, 26 (4), 41–58. Kotler,P. (2000), “Marketing Management,” 10th ed, New Jersey, Prentice Hall. d’Astous, A., & Séguin, N. (1999), “Consumer reactions to product placement strategies in television sponsorship.” European Journal of Marketing, 33, 896–910.

33 References Afuah (1998), “Innovation Management: Strategies, Implementation, and Profits,” New York: Oxford University Press. Gardener, E. and Trivedi, M. (1998), “A communications framework to evaluate sales promotion strategies,” Journal of Advertising Research, May-June, p Baldinger, A.L., Rubinson, A.K., & Joel, M. (1996), “Brand loyalty: the link between attitude and behavior.” Journal of Advertising Research, Bhote, K.R. (1996), “Beyond Customer Satisfaction to Customer Loyalty- The Key to Greater Profitability.” American Management Association, New York, 31 Higgins, J. M. (1995), “Innovation: The Core Competence.” Planning Review 23, no.6: Hall, R. (1992), “The Strategic Analysis of Intangible Resources.” Strategic Management Journal 14, no.2: Barney, J. B. (1991), “Firm Resources and Sustained Competitive Advantage.” Journal of Management Science 17, no.1: Drucker, P. F. (1985), “Innovation and Entrepreurship: Practice and Principles.” London: William Heinemann. Student : Shu Chiung-Fang Advisor : Wang Chao-Ming(2005) “The Study of Selling Private Brand Products of Convenience Chain Stores for Consumer Behavior Effect --Example by 7- ELEVEN Convenience Store’s OPEN-Chan Toy Figurine”. Student: Huang Cing-Yu Advisor : Huang Jen-Hung(2006) “The Study of Effects of Symbolic Meaning and Customer Value on Collecting Behavior of Collectable Premium”.

34 References Liu, Matthew Tingchi; Brock, James L. “Redemption behavior for credit card reward programs in China” Liao Yin-Ru & Wang Qiao-Ting & Li Yun-An “Marketing Research of “7- ELEVEN”and “Family-Mart” convenience stores in Hualien area”. Journal of Uni- President, Taipei, 2005 Tain-Xia Magazine, Taipei, 2005

35 Questionnaire in English Dear all: This is an academic research questionnaire, the purpose is to understand "the difference of Premier Points Card activity between 7- ELEVEN and Family-Mart." I would like to conduct a survey and please provide your valuable information. Your answers will be important to the success of our research, and I hope you to answer truly. As the survey is confidential, please feel safe to answer. I truly appreciate your assistance.

36 1.How often do you go shopping at a convenient store within a week? □ 0~3 times □ 4~7 times □ more than 8 times 2. When you choose convenient store, which one will you prefer? □ 7-ELEVEN □ Family-Mart □ others □ no effect 3.In all kinds of Premier Point Card activities, which one would you like most? □ 7-ELEVEN ( if you check this,please answer number 4 ) □ Family-Mart ( if you check this,please answer number 5 ) □ others

37 4. Is the main reason attracts you to join this Premier Point Card activity of 7- ELEVEN that you can get discount at the store cooperated with UNI- Presidents enterprise? □ yes □ no 5. Comparing with Family-Mart’s cartoon figure, you prefer redeeming7- ELEVEN’s Open-John figure? □ yes □ no 6. If you are more convenient to consume at Family-Mart, would you increase the consuming amount and frequency of 7-ELEVEN because of its Premier Point Card activity? □ yes □ no - The questionnaire is finished. Thanks for your assistance!

38 Questionnaire in Chinese 我們希望藉由這份問卷來瞭解 7-11 和全家便 利商店的集點活動之間的差異性,目的是 學術上的研究並不會涉及商業用途,請安 心作答。請您依真實情況回答。非常感謝 您撥空填寫此問卷。

39 1. 請問您在一個禮拜內,至便利商店消費頻率為 □ 0~3 次 □ 4~7 次 □ 8 次以上 2. 而當你在選擇消費店家時,哪一家企業會是您的偏好? □ 7-11 □ 全家 □ 其他 □ 無影響 3. 請問您在如此眾多的集點活動中,您最喜歡何者? □7-11 □ 全家(選此選項者請跳至填答第五題) □ 其他 4. 請問促使您參與 7-11 集點活動的主要原因為可獲得與統一企業合作店 家的優惠嗎? □ 是 □ 否

40 5. 相較於全家的好神公仔,您會比較想兌換 7-11open 將公仔而非好神公仔? □ 是 □ 否 6. 若您平常至全家便利商店消費較為方便時,請問您是否會因為這次 7-11 的集點活動,而增加您至 7-11 的消費量及消費次數? □ 是 □ 否 再次感謝您的配合!


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