1. Group members:
Anil Shrestha – st112986
Ankeet Rajbhandari – st112890
Arpita Shahi – st112740
Jush Shrestha- st112817
Sneha Basnet – st112884
Shashank Pradhan - st113312

2.  Smartcard designed for electronic payments
 Used for Mass transit payment as well as at other
leading retail outlets & convenience stores
 Loyalty Points Program: Carrot Rewards
 Stored Value: Minimum 100 baht; Maximum 4000 baht

3. 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”

4. 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

5. Unique Benefits
 Used in unique stores
 Valuable benefits
through Carrot
Rewards Loyalty
program
 No need of many card
– All in one
 No queuing up
 Easy to issue
 Easy to top up and use
- simply "beep and go"

6. Competitors

7. Competitors

8. The Rabbit name
 The name rabbit symbolizes quick, funny,
reliable and friendly

9. Suggest other name
 To move or proceed rapidly

10. Service product
 Card reward system

11. 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

12. 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.

13.  Earn Carrot Points when you use your Rabbit at
Carrot Rewards’ Points Issuing Partners

14. A framework to assess services brands on experience
Useful Adult
Usability Experience Consumers
Senior
Strategy Segments
Enjoyable Student
Marketing GAP Culture
Communication
1 2 3 4 5
USEFUL  Use it for BTS
NOT
Effective only
USABILITY  Rewards not
Service Brand as suitable for all
delivery experience segments
ENJOYABLE  Many group of
people do not
know what it is
for.

15. Key Messages in Advertisement

16. appendix; Rabbit Ads
 Special promotion for rabbit  Carrot Rewards Points
users Issuing Partners.
 Free register carrot reward
 Get more point get more
reward/top-up your Rabbit.

17. 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

18. Contd;
 Promotion of rabbit card
for kids
 Ipad 2 for 3 people
registering before the
mentioned date (1-30th of
April 2012)

19. Customer Response
“I was so impressed
with how it saves you
from having to queue up
for single trip tickets.”

20. Customer Response “I had my BTS
card converted.
It took 20
v
minutes. The
conversion
process is too
long.”

23. Recommendation
 Separate rabbit counter in BTS
 Increase the no of retail partners
 Easy top up from ATM, online, SMS, Seven
Eleven
 Improve technology
 Improve awareness through advertisement(Both
Thai and Foreigner)
 Easy registration for carrot reward