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Marketing Strategies to Increase  the Demand for using Rail Services 

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The main train operator in Peninsular Malaysia.  Formerly it was known as an agency under the Malayan Railway Administration,  it is now known as the corporatization of KTMB as the impact of government-led  campaign in 1992. But, KTM is still wholly owned  by the federal government.  The history of its carriage system date back to the British colonial era,  when railways were originally built to transport tin. Train fares are quite reasonable,  but the low speed of intercity trains on narrow routes often makes  KTM transport less competitive than other types of transport. 

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Every year since 2016, there was an accident that cause  delay and traumatic experience for the passengers. Although the demand for both freight and  passenger is unchanging, as a public relation and  marketing team in KTMB, we are responsible to develop  a marketing strategies that will increase  the demand for both freight and passenger trains. 

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There are 4 P’s in marketing strategies. KTMB need to improve their 4P’s to increase demand for using of rail services .

PRODUCT -  Function, packaging, services.  PRICE -  Cost, discounts, margin. PLACE -  Distribution, logistics, channel. PROMOTION -  Advertising, Sales, Publicity.

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1. KTMB have to upgrade single-track railway to double-track railway. To facilitate and expedite the process of delivering  goods and passengers more frequent than before in their daily schedule. At the same time, KTMB can reduce  risk on collision and risk of coach slipped  from railway. This automatically will increase  the demand of train service of KTMB. Call up for press conference,  announce to public that KTMB able to cater  double time service than before.   

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2. KTMB should upgrade facilities and  railway improvements for the comfort of passengers on the train.  e.g increase the passengers seat so that all passengers have  their seats, do not have  to stand in the train because of inadequate passenger seats; Improving the air conditioning service for the comfort of passengers in the train. At present, the facilities are inadequate where it makes  the passengers crowded and suffocated in the train. 

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3. Introduce high-speed rail systems and  better technology. KTMB need to introduce high-speed rail systems such as Shinkansen Japanese bullet train. New train with better technology,  more speed and more comfortable than before. Install hazard sensor or better braking system to help  the train conductor react  effectively during harmful situation occur. KTMB can improve punctuality,  more comfortable and also safer than before. In present time, the KTMB train service were  always delay makes the users choose  other public transport. If KTMB provide a faster service,  could attract more potential users in future.  

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4. Offers variety ticket train to targeted users. This strategy are focus on attracting  more users and to retain  trust from existing train users.  Increase ticket sales promotions such as monthly passes,  daily passes for in region users and foreign users. KTMB can offer some discount on monthly passes or  yearly passes to some users e.g. essential workers (nurses,  policeman, soldiers), government servant and  also students. If KTMB offers cheaper ticket price,  more users attracted. At same time, KTMB can encourage  them to use train and increase  the demand for using their train services. 

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5. On the fare revenue side,  KTMB can do much more to enhance its ETS sales. At the time of writing,  one can only pre-book tickets for the ETS service up to 30 days in advance.  Contrast this to the more sophisticated schedule operated  by a low-cost airline such as Air Asia where bookings can be  made at least 6 months in advance.  Extending the period for ETS ticket booking would allow  KTMB to offer customers the option of pre-booking advance travel dates. Without this option, some customers may prefer  to choose other travel options instead such as taking  a flight or taking a bus. 

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6.  KTMB should increase the purchase of ticket machines and  entrance gates for passengers. At present, existing ticket machine facilities are  inadequate and cause congestion at the KTMB station. This alternative can minimize  the congestion at the ticket counter and  long queue of passengers at the entrance gates. E.g more entrance gates will minimize  the time consume by the users especially when they had  to change trains to get to their destination. 

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WE WERE LOOKING FORWARD FOR YOUR AUTHORITIES TO CONSIDER  OUR PRESENTED STRATEGIES TO BE  IMPLEMENTED IN THE FUTURE. 

256780 NUR AILIN SHAZMIN AZAHAR (KTMB Marketing Strategies).pptx

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