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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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Bibliographic Details
Main Author:	Abdul Hanan, Suhaila
Format:	Thesis
Language:	English
Published:	1998
Subjects:	Railroads. Rapid transit systems Transportation (General works). Communication and traffic
Online Access:	https://ir.uitm.edu.my/id/eprint/48951/1/48951.pdf https://ir.uitm.edu.my/id/eprint/48951/
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id	my.uitm.ir.48951
record_format	eprints
spelling	my.uitm.ir.489512023-01-12T03:58:42Z https://ir.uitm.edu.my/id/eprint/48951/ A study on the effectiveness of Plusliner promotional strategies as an intercity bus service for Kuala Lumpur - Johor Bahru route / Suhaila Abdul Hanan 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 NonPeerReviewed text en https://ir.uitm.edu.my/id/eprint/48951/1/48951.pdf A study on the effectiveness of Plusliner promotional strategies as an intercity bus service for Kuala Lumpur - Johor Bahru route / Suhaila Abdul Hanan. (1998) Degree thesis, thesis, Institut Teknologi MARA (ITM).
institution	Universiti Teknologi Mara
building	Tun Abdul Razak Library
collection	Institutional Repository
continent	Asia
country	Malaysia
content_provider	Universiti Teknologi Mara
content_source	UiTM Institutional Repository
url_provider	http://ir.uitm.edu.my/
language	English
topic	Railroads. Rapid transit systems Transportation (General works). Communication and traffic
spellingShingle	Railroads. Rapid transit systems Transportation (General works). Communication and traffic 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
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
publishDate	1998
url	https://ir.uitm.edu.my/id/eprint/48951/1/48951.pdf https://ir.uitm.edu.my/id/eprint/48951/
_version_	1755876001456324608
score	13.211869

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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