From an advertising perspective answer the following based on the case.

The transportation services in Jamaica have moved from a disorganized system with robots and a plethora of unlicensed taxis plying the Jamaican road to a more structured system. Several modes of travel have evolved, and the market has seen different players moving in and out of the field. Amidst the scenario, Knutsford Express City Hop had emerged as a reliable alternative and aims to be the North Coasts most popular online car/cab aggregator company. KE City Hop intends to capture 65% of the regional taxi market by March 2025. KE City Hop began in 2016 in response to demand from Knutsford Expresss corporate customers who travelled to the cities of Kingston and Montego Bay and who also needed to move around either city at their own convenience. Knutsford Express introduced an optional car rental service which is available in the cities of Kingston and Montego Bay. This service was offered by KE Connect Limited at either of the Knutsford Express stations in New Kingston, St. Andrew and Pier One in Montego bay, St. James. KE City Hop with its head office in Kingston utilized some well-designed strategies and has grown commendably and now has its head office in Drax Hall, St. Ann. The company now provides cab services ranging from economy to luxury travel with help of a mobile application that can be downloaded via Smart Phones and Computers. KE City Hops which is now the North Coasts largest car hailing company has been trying to leave no stone unturned to garner and maintain its leadership in the market. The company has extended its services in a growing number of towns and has added services like City Hops Credit, (riding with zero balance), City Hops Select subscription/membership), Referral (free coupons by inviting friends), City Hops Ride Share (sharing rides with other City Hops user), City Hops Shuttle (bus service), and City Hops Corporate (pick up services for corporate travelers). However, these arrays of services are not fully communicated to travelers on the north coast. The main way of establishing a connect for cab service provision is though web presence via SMART phones and the internet. City Hops Cabs website is very interactional, and much effort is made to make it real time with telepresence and high pixel videos. Response rate to requests are real time and customer complaints are promptly handled. The hired cab drivers or telepresence also make the situation a little more demanding and the company needs to go a little out of its way to deliver exceptional service quality. Nevertheless, the company has been putting incessant efforts to overcome such service failures. Training and motivating cab drivers are key measures. The success that the company has achieved has also not been a sure shot one. There have been numerous instances where criticisms have been faced by City Hops as it spread its roots deeper in the Jamaican market. Issues include safety, availability of cabs, poor service provision by the drivers, internet connectivity, cab drivers feeling sleepy, etc. In one situation, a customer put a negative review for the company which went viral. The company went out of its way, contacted the customer, amicably resolved the matter, with a mix of customer recovery strategy. The customer not only remained a customer but referred City Hops cab to many of her friends. Needless to say, her account of City Hops Cabs effort to right the wrong went viral. Also, positive reviews about the company by customers, handling wisely the negative reviews and feedbacks tracking the reasons for the same is quite important for the brand positioning. The company offers several platforms for making complaints and rate drivers using social media like Facebook page or the app. Since e-marketers have inherent disadvantages due to lack of physical market spaces, they need to determine service quality differently. It is not just the fancy presentation of the service package or the great core service provision that helps achieve an edge in the market. In terms of service quality City Hops has always been the master. Reasonable fares combined with different category of transportation means were moves that has helped City Hops grab a bigger slice of market. According to the Media survey, the total newspaper readership in Jamaica is 575,000 persons with the Daily Gleaner having 52% of the market and the Observer having 48%. If City Hops placed a full-page advertisement in the Gleaner at a cost of $250,000 per exposure, while that for the Observer is $200,000, This was against the backdrop that City Hops had run a $40,000,000 campaign for the month, November 2020 which should have seen both a smooth migration and a rise in car rentals. Indeed, although car rentals had increased by 15% to $550,000,000 for that month, however only $150,000,000 million sales were as a direct result of the advertising campaign. Question 1 (25 marks)

As a copywriter for BBA Advertising Company, explain the importance of Frazers Six Creative Strategies in creating advertisements that has Relevance, Originality, and Impact (ROI).

(15 marks)

Based on Taylors Six-Segment Strategy Wheel, discuss and recommend the two (2) segment strategies that would be most effective and suitable for City Hops cab rentals. (10 marks)