A study on the effectiveness of Plusliner promotional strategies as an intercity bus service for Kuala Lumpur - Johor Bahru route / Suhaila Abdul Hanan

Promotion plays an important role in market the new or existing product or service. As one of the marketing strategies, it helps in introducing and persuading people to use the product or service. In service industry such as transportation, promotion activities being carried out to introduce new ser...

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Main Author:	Abdul Hanan, Suhaila
Format:	Thesis
Language:	English
Published:	1998
Subjects:	Railroads Rapid transit systems
Online Access:	https://ir.uitm.edu.my/id/eprint/48951/1/48951.pdf
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id	my-uitm-ir.48951
record_format	uketd_dc
spelling	my-uitm-ir.489512023-01-12T03:58:42Z A study on the effectiveness of Plusliner promotional strategies as an intercity bus service for Kuala Lumpur - Johor Bahru route / Suhaila Abdul Hanan 1998 Abdul Hanan, Suhaila Railroads. Rapid transit systems Transportation (General works). Communication and traffic Promotion plays an important role in market the new or existing product or service. As one of the marketing strategies, it helps in introducing and persuading people to use the product or service. In service industry such as transportation, promotion activities being carried out to introduce new service that is offered by the company. Park May Bhd. one of the public transport consortium has introduced express bus service called Plusliner. This thesis will discuss about the effectiveness of the promotional strategies that have been carried out to introduced the service. Focusing on Kuala Lumpur-Johor Bahru route, the rationale of the study is the route facing loading factor below expectation even after almost 6 month in operation. Besides that Plusliner also has to compete with the a number of existing competitors compare with Kuala Lumpur-Bukit Kayu Hitam and Johor Bahru-Bukit Kayu Hitam routes. All the competitors have different style of promotion in order to gain customer loyalty. Several problems have been identified to be the factors that may influence the loading factor. Lack of commitment from Park May's management to promotion activities, problem of using agent, improper ticket counter, high competition and unclear advertising and promotion objectives. In relation with it, research has been carried out to examine the problems in detail. The management fear to commit when the promotion cost is high. 1998 Thesis https://ir.uitm.edu.my/id/eprint/48951/ https://ir.uitm.edu.my/id/eprint/48951/1/48951.pdf text en public degree Institut Teknologi MARA (ITM) Faculty of Business and Management Abdul Hamid, Norlida
institution	Universiti Teknologi MARA
collection	UiTM Institutional Repository
language	English
advisor	Abdul Hamid, Norlida
topic	Railroads Rapid transit systems Railroads Rapid transit systems
spellingShingle	Railroads Rapid transit systems Railroads Rapid transit systems Abdul Hanan, Suhaila A study on the effectiveness of Plusliner promotional strategies as an intercity bus service for Kuala Lumpur - Johor Bahru route / Suhaila Abdul Hanan
description	Promotion plays an important role in market the new or existing product or service. As one of the marketing strategies, it helps in introducing and persuading people to use the product or service. In service industry such as transportation, promotion activities being carried out to introduce new service that is offered by the company. Park May Bhd. one of the public transport consortium has introduced express bus service called Plusliner. This thesis will discuss about the effectiveness of the promotional strategies that have been carried out to introduced the service. Focusing on Kuala Lumpur-Johor Bahru route, the rationale of the study is the route facing loading factor below expectation even after almost 6 month in operation. Besides that Plusliner also has to compete with the a number of existing competitors compare with Kuala Lumpur-Bukit Kayu Hitam and Johor Bahru-Bukit Kayu Hitam routes. All the competitors have different style of promotion in order to gain customer loyalty. Several problems have been identified to be the factors that may influence the loading factor. Lack of commitment from Park May's management to promotion activities, problem of using agent, improper ticket counter, high competition and unclear advertising and promotion objectives. In relation with it, research has been carried out to examine the problems in detail. The management fear to commit when the promotion cost is high.
format	Thesis
qualification_level	Bachelor degree
author	Abdul Hanan, Suhaila
author_facet	Abdul Hanan, Suhaila
author_sort	Abdul Hanan, Suhaila
title	A study on the effectiveness of Plusliner promotional strategies as an intercity bus service for Kuala Lumpur - Johor Bahru route / Suhaila Abdul Hanan
title_short	A study on the effectiveness of Plusliner promotional strategies as an intercity bus service for Kuala Lumpur - Johor Bahru route / Suhaila Abdul Hanan
title_full	A study on the effectiveness of Plusliner promotional strategies as an intercity bus service for Kuala Lumpur - Johor Bahru route / Suhaila Abdul Hanan
title_fullStr	A study on the effectiveness of Plusliner promotional strategies as an intercity bus service for Kuala Lumpur - Johor Bahru route / Suhaila Abdul Hanan
title_full_unstemmed	A study on the effectiveness of Plusliner promotional strategies as an intercity bus service for Kuala Lumpur - Johor Bahru route / Suhaila Abdul Hanan
title_sort	study on the effectiveness of plusliner promotional strategies as an intercity bus service for kuala lumpur - johor bahru route / suhaila abdul hanan
granting_institution	Institut Teknologi MARA (ITM)
granting_department	Faculty of Business and Management
publishDate	1998
url	https://ir.uitm.edu.my/id/eprint/48951/1/48951.pdf
_version_	1783734793214623744

A study on the effectiveness of Plusliner promotional strategies as an intercity bus service for Kuala Lumpur - Johor Bahru route / Suhaila Abdul Hanan

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