Dennis, Daniel, Linda, Livy, Emily, Shine

Operations Management

How use servicescapes make successful marketing in

SunnyHills

Background IntroductionWhy we choose this topicLiterature reviewResearch framework

Outline

Background(1/3)• Charming of Taiwan traditional pastry is not only the

delicious but also in its warm human and rich Cultural Connotation.

• Is now well-known pineapple cake "SunnyHills" in charge Xusheng Ming

• the designer suggested they start with three specialty: ginger, tea and pineapple from Baguasha

Background(2/3)• The designer suggested they start with three

specialty: ginger, tea and pineapple from Baguasha• They invest effort in pineapple cakes, spent a lot of

time, continuous improvement this product, which was developed in special pineapple cake flavors.

Background(3/3)

• SunnyHills to make different in the marketing is make the natural food, use the「 100% number 2 and 3 pineapple sauce, sweet with pineapple sour taste, not only delicious but also nature.」 and SunnyHills have five store in the world, and this store have their characteristic.

• The store’s characteristic of the following:

SunnyHills in Nantou• Sunnyhills integrate pineapple and local

construction, use the San Heyuan(traditional country yard house) to make the simply life.

SunnyHills in Taipei• SunnyHills want to make the three point: tea,

meet some friends, and eat pineapple cakes, so the store use hire designer Xie Zhen Shun to decorate store. Their chair use the HIROSHIMA chair. Wall use the pineapple soil to build walls.

SunnyHills in Singapore• An oasis in the bustling central business district,

SunnyHills at Raffles Hotel overlooks swaying palm trees and the Raffles courtyard. Grand old world colonial charm, tranquil and elegantly preserved, SunnyHills brings you a sanctuary in the lion city.

SunnyHills in Shanghai• European architecture demonstrates the different

international urban style for Shanghai.In the store of SunnyHills, sunlight through a row of window spill in a long wood table. And two row of Naoto Fukasawa's Hiroshima chair, and delivered to your hands a cup of oolong tea

SunnyHills in Tokyo• The SunnyHills in Tokyo was designed by Kengo

Kuma, who is the master of “weak construction” in Japan.Reference the features characteristic of the pineapple shape, hope to construct a living house in the forest.

Literature review-Servicescape

• What is Servicescapes? The term servicescape is defined as “the

environment in which the service is delivered and in which the firm and the customer interact, and any tangible commodities that facilitate performance or communication of the service” (Zeithaml, Bitner and Gremler, 2006,).

Research framework- Marketing triangle

Provider Customer

Company

ExternalInternal

Interactive

1

2

3

Company to provider(Internal)“Emotional and natural is the appeal

and value of sunnyhills,”

1

Provider to customer(Interactive)

Transmit Culture of Taiwanese tea

2

The results of servicescape in SunnyHills

NantouTaipei Shanghai

Singapore Japan

1

2

3

4

5

Company to customer(External)3

Nantou1

Nantou

Q1: Nantou store offer traditional Taiwan house for a friendly felling, will increase your willingness to visit the store.

Q2: Nantou store offer a place to make the customer have a break area, will increase your willingness to visit the store.

Q3: Overall, the environmental design of SunnyHills in Nantou store is good.

Q4: When I visit SunnyHills store in Nantou, the overall environmental design will increase my willingness to buy.

Taipei2

Taipei

Q1: SunnyHills in Taipei store has a wall made by real pineapple farmland, will increase my willingness to visit the store.

Q2: SunnyHills in Taipei store has some art devices by local artists, will increase my willingness to visit the store.

Q3: Overall, the environmental design of SunnyHills Taipei store is good.

Q4: When I visit Taipei store, the overall environmental design will increase my willingness to buy.

Singapore3

Singapore

Q1: SunnyHills store in Singapore located in a luxury hotel, will increase your willingness to visit the store.

Q2: The layout of Singapore store will increase your willingness to visit the store.

Q3: Overall, the environmental design of SunnyHills in Singapore store is good.

Q4: When I visit Singapore store, the environment design will increase my willingness to buy.

Shanghai4

Shanghai

Q1: SunnyHills store in Shanghai has some Hiroshima chair from famous industrial designer and some handmade porcelain cup from Japanese expert, will increase my willingness to visit the store.

Q2: SunnyHills store in Shanghai located in Lockerbie with European architecture, will increase my willingness to visit the store.

Q3: Overall, the environmental design of Shanghai store is good.

Q4: When I visit Shanghai store, the environment design will increase my willingness to buy.

Japan5

Japan

Q1: The appearance of Imitation pineapple in SunnyHills store in Japan was designed by a famous architect, will increase my willingness to visit the store.

Q2: SunnyHills store in Japan located in Tokyo's boutique area, will increase my willingness to visit the store.

Q3: Overall, the environmental design of SunnyHills in Japan is good.

Q4: When I visit SunnyHills store in Japan, the environment design will increase my willingness to buy.

Product packaging in SunnyHillsQ1: SunnyHills packaging will increase my willingness to buy.

Product packaging in SunnyHills

Series10

10

20

30

40

50

60

70

80

90

0 1

35

77

43

Strongly DisagreeDisagreeGernalAgreeStrongly Agree

Q1: SunnyHills packaging will increase my willingness to buy.

Product price in SunnyHillsQ1: According to the environment design, layout, apperance or packaging in SunnyHills, i feel their price is reasonable. (Taiwan: NT$35 / pcs, Shanghai: about NT$60 / pcs, Singapore: about NT$60 / pcs, Japan: about NT$ 70 / pcs )

Series10

10

20

30

40

50

60

70

80

2

16

48

72

18

Strongly DisagreeDisagreeGernalAgreeStrongly Agree

Interview with 6 respondents150 respondents 6 respondents

20 to 30 years old 40 to 50 years old

Our opinion at beginning: results of price issue should be different significantly in two groups

The results didn't different significantly

Finally, we got some reasons in the followingWhat factors did you consider about in this

price issue?

1. Because of the cost problems, such as store design, location and logistics cost, price in oversea stores could be reasonable for me.

2. They will buy pineapple cake in SunnyHills as a gift because of the reputation of the brand.

3. No matter how pretty the store design, i think the price of pineapple cake in SunnyHills is too high compare with other brand of pineapple

cake.

4. Pineapple cake in each SunnyHills stores are the same ingredients, why they sold in different price.

Servicescape model with SunnyHills

Servicescape Behaviorinternal response

SunnyHills pay attention to their environmental design, provide a more elegant storefront not just a vendor selling pineapple cake. And each store has well design environment to provide customer best sensory experiences.

Casual: 86Relaxation: 80Friendly: 77Special: 70Elegant: 61Fashion: 46Exquisite luxury: 33Excessive packaging: 17Luxury: 8General: 4

-Increase visiting intention-Increase purchasing intention-Think the price is reasonable

Conclusion• Servicescape do affect customers’ purchasing

Intentions. Furthermore, customers are willing to pay more money to buy pineapple cake.

• Pastry industry may not only to make dessert delicious, also consider other factors like decoration, package, specialties, and culture…of servicescape.

Conclusion• Promote Taiwan’s pastries and culture to the

whole world and win good reputation and wealth at the same time.

THANK YOU

For your attention