The following survey is about the company 'Vehicle Spa', the first mobile car describing service in Pakistan. The next report contains the introduction and history of the business, marketing environmental evaluation. This includes the macro and the micro environment of the business enterprise. The micro environment contains the marketing combine and the product life pattern. The survey then goes on to describe the SWOT evaluation with a realization. It checks the future development opportunities of Vehicle spa, three to five 5 years after the business comes into existence. It talks about the marketing targets in coherence with the progress opportunities along with the market segmentation and marketing combination accordingly.
Introduction and background
Auto Spa brings to you the first ever before mobile, car detailing service providers in Pakistan. We try to make life much easier, simpler and uncomplicated for our consumers by giving door to door car describing service facilities
Auto Spa offers its customers the opportunity of having their autos spick and course without going through the hassle of ready in long queue's or fretting about mishandling of the automobile at the hands of the care taker of the car, we give customers the benefit of having their cars serviced right before them with the best quality products. . Automobile spa provides a variety of services to your vehicle under your OWN roof top. Our unique selling point is that people come for you and offer services at competitive prices.
The spa for your car is just a call away. Vehicle spa is a dynamic start-up company business located in Lahore providing a myriad of car services at customer's doorstep. Our services will include all luxurious spa treatments that your vehicle will love to get done.
Auto spa not only cares about its customers. We, as an organisation, are socially liable. Our aim is not only to provide quality services to your customers but to be green.
Our water reclamation system provides an environmentally safe opportinity for our customers to clean their automobiles. This differs from personal car cleansing, where untreated wash water fills surprise drains and eventually empties into our waterways. Also we will be by using a new technology that use steam to completely clean cars assisting us save on water
Water Flow rate generally speaking is 2. 6 minutes rinse and wash at 3 gallons each and every minute; 5. 3 minutes pre-soak foaming brush and wheel & engine motor cleaning at 0. 6 gallons each and every minute. Thus the average water used for wash and rinse out is 7. 9 gallons and the average normal water used for pre-soak foaming clean and tire & engine cleaning is 3. 2 gallons.
The water from your carwash is made up of pollutants which range from essential oil, grease, and suspended solids to detergents. Detergents like the carwash or liquid soap can seriously influence the water quality of local waterways. If you rinse your own car in your driveway and use your garden hose with a flow rate of 8 gallons each and every minute and you fill up a 5 gallon bucket with soap and then rinse your car. We will be very effective on saving normal water.
We are going to introduce the utilization of inflatable mats along the way of car washing. The car is parked on the mat; the mat has all water used, without dirtying the automobile area area. . We ensure that the service provided is convenient for the clients and do not cause them any trouble as a result of the employees or the management or in conditions of the service being provided. We value our customers above everything else.
We will be functioning through one main hq in Gulberg and then smaller branches in Defence, Cantt and Model town.
We provides exceptional car health care services to the customers, Quality services that will go beyond expectations and can establish auto spa as the premiere car describing service providers in the region. It will provide the pursuing main spa treatments to your car:
1. High pressure cleaning.
2. Shampoo wash.
3. Liquid polish spray.
4. Wheel clean washes.
5. Rinsing and drying
Auto spa along with those central services provides supplementary services to its customers in the form of after sale services.
Market situational analysis
Micro environment
Marketing mix
There are originally only 3 P's for marketing services; People; physical information and techniques. However there are other factors that are of importance and have to be taken into account for marketing any services. They are price and marketing promotions; an integral part of the marketing combination for products. These tools are equally appropriate to any service.
Price
At an initial stage our leading objective will be to cover adjustable costs and some of our set costs to be able to stay in the business. But this is merely our short-run target but in the long-run, we'd want to add value and extinction. Value creativity targets making your competition irrelevant by building a jump of value for clients and for the business, thereby opening up new and uncontested market space. Because value to buyers originates from the offering's utility minus its price, and because value to the business is produced from the offering's price minus its cost, value innovation is achieved only once the complete system of power, price and cost is aligned.
For car spa, we aim to be the product-quality innovator on the market. We make an effort to offer competitive charges for services characterized by high levels of perceived quality, flavor and position. We try to be the business leaders in quality, with premium pricing and an extremely loyal customer base.
Price Elasticity of Demand:
We need to find out how reactive or stretchy the demand would be to a change in price. The bigger the elasticity, the higher the volume development, resulting in reduced amount of price. According to your research, inflation resulted in considerably higher price elasticities, especially in the short-run. The enlargement of the business enterprise will be with value of our earnings earned.
Promotions
A combo of take and thrust strategies will be employed to reach our milestone.
Pull strategy will include:
TVC
Personal communication (offering, customer service, training, telemarketing and person to person)
Advertising ( broadcast podcasts, print out, internet, outdoor, direct mail)
Sales marketing promotions ( sampling, coupons, presents and prize marketing promotions)
Publicity and pr (trade shows, marketing Initiated coverage)
Instructions manual ( websites, manuals, brochures, interactive software and voice mail)
Corporate design ( signage, interior dcor, vehicles, equipment, fixed and uniforms)
Push strategy includes memberships to our prospects and discount rates on total annual and semi-annual memberships. Special plans will be offered throughout the week, like squeaky Saturday deal.
People
' People' in any organisation contains front range and important thing employees. Front range employees involves the workforce that are in frequent touch with the customers. These would be the client associates and the labor force personnel who would maintain high contact with the clients.
'Bottom brand employees' is the word used for the area of the workforce that'll be in low contact with the customers. This includes the management and people behind the scenes in providing something.
Physical evidence
In a service, there is an absence of tangible elements unlike products. However, physical evidences do are present still. The physical proof in something comes from things that go with the service process. For vehicle spa, the tangible elements or the physical facts should come from the resources; including the equipment used for the task and the vehicles. Most of the things making up the corporate design of a company gives the physical proof something. These is the stationary, the uniforms of the employees, the vehicles and the inside decor of the office.
Processes
The process of the car clean and describing service begins by positioning a call at our UAN amount (111-auto-spa) and getting in touch with our customer representative and seeking information. There will vary deals (Appendix1) offering different services relating to customer car features. Customers likewise have a choice of adding what to those packages. Following the call has been used and the order received from the respective customer, the services providing staff would be sent to the respective address from the nearest centre located to this area.
The personnel, upon arrival, will validate the package and can brief the customer on the procedure of the detailing service. Car spa could keep a tabs on the personnel while the procedure takes place to ensure quality service to its customers.
Apart from the center service, vehicle spa thinks in providing customers supplementary services to ensure client satisfaction. Following the service is performed, customer would receive a call from the centre for quality confidence. Getting customer feedback and working upon it is very important to our company.
The operations in our car clean and detailing services are defined in the service development processes diagram (SPPD) shown below.
Feedback
Process
Arrive
Inform
Call
Macro environment
Changes in the wider macro-environment may not be as near the marketing firm's day-to-day functions, nevertheless they are just as important. The primary factors creating these wider macro-environmental causes get into four organizations.
Political factors
Economic factors
Social and ethnic factors
The political and economical environment
Domestic political considerations are of excellent concerns when releasing up a new business. Politics instability and economic conditions go hand in hand. The economy fluctuates, if the political situation is instable and for that reason has a great impact in the business world. The current economy has continued to be difficult over the past couple of years. However, Car Wash businesses typically operate with a solid state of monetary stability as these businesses provide a extensive degree of car cleaning services with a comparatively low pricing point. Therefore, the Car Rinse will be able to continue to be profitable and cashflow positive all the time despite the current state of the current economic climate. Lots of the legal, financial and social trends, inside our own society and in others, will be the direct result of political decisions apply, including the privatization of status sectors or the control of inflation In conclusion, whatever industry the marketing company is involved in, changes in the politics and legal environments at both the domestic and international levels can affect the company and therefore must be fully known.
As is seen, changes in world monetary forces are potentially highly significant to marketing firms, particularly those engaged in international marketing. However, a knowledge of economical changes and pushes in the home current economic climate is also of essential importance so forces hold the most immediate impact. One particular factor is a higher level of unemployment, which decreases the effective demand for most luxury consumer goods, adversely impacting the demand for the industrial machinery necessary to produce such goods. Other local economic variables will be the rate of inflation and the amount of domestic interest rates, which have an impact on the potential come back from new opportunities and can inhibit the adoption and diffusion of new technology. In addition to these more indirect factors, competitive companies can also present a danger to the marketing company so their activities should be closely monitored.
It is therefore vital that we regularly monitor the financial environment at both domestic and world levels. Economical changes pose a couple of opportunities and risks, and by understanding and carefully monitoring the economic environment, firms should maintain a position to protect against potential risks also to capitalize on opportunities.
The socio-cultural environment
This is perhaps the most difficult factor of the macro-environment to judge, manifesting itself in changing tastes, purchasing behavior and changing priorities. The type of goods and services demanded by consumers is a function of the social conditioning and their consequent attitudes and values.
Generally, interpersonal change is preceded by changes as time passes in a society's extra cultural beliefs. In Pakistan, there's a huge demand for luxury product and door-to-door services as convenience being one of the essential aspect. So, according to our survey, we've seen a great demand of a service like mobile car clean. More so, the people are prepared to pay even more than what they have got usually. since people do not have enough time to especially go for the detailing. And hence, the automobile is ignored. Experienced it been ten years ago, people would still like browsing to the automobile detailers alternatively than setting it up done on the door steps. .
The scientific environment
Technology is a major macro-environmental variable which includes influenced the development of several of the merchandise. Auto Spa would also be making use of the highly sophisticated equipment available so the consumers can have the best results. Manufacturers of fast-moving consumer goods have been forced to respond to these technologies. . In this manner, a change in the technological environment will have an impact on the services that companies produce and how firms carry out their business operations.
Product life cycle
Product life routine management is the succession of strategies used by business management as a product undergoes its life circuit. The condition in which a product is sold (advertising, saturation) changes over time and must be maintained as it moves through its succession of levels. The product life cycle undergoes multiple phases, entails many professional disciplines, and requires many skills, tools and functions. Product life routine (PLC) has to do with the life of a product in the market regarding business/commercial costs and sales steps. Auto Spa is in its introduction stage where our major motive is to penetrate and market our car detailing services. Within this level, costs are usually high as a whole lot ov heavy investment has been done. The sales are comparatively slow. Since from the launch of something which has never been launched before so we will not have any risks from the opponents. Usually in this level, it is impossible to begin recovering the expenses, therefore we will never be expecting to make money at this time. However, we do plan to make earnings in later phases.
Evaluation
We believe the marketing strategies followed thorough the marketing blend by our service providing company will prove to be effective. The promotional strategies that we are adopting are aggressive and detailed. We live utilizing various platforms to advertise our service and you want to penetrate our target market segment. We try to be the market market leaders with pioneering in mobile car service detailing.
The prices that we are going to use initially are going to be comparatively competitive, since we don't want to bargain on service quality. The prices, however, are place keeping in mind the economical and finances of the country and keeping the inflation in mind. The price of the service will not be anything that the target consumer will not be in a position to pay or would not want to invest on such a dynamics of services.
People in any business are extremely important. May the business enterprise be supplying a product or something. in services however, the front range employees have a far more important role to experience. We coach our front brand employees so that the quality of service is not affected at the hands of the employees and our sales associates are polite to the employees and have the right information and assistance according to customer car features. we understand the value of the role the front line managers need to be play when providing something and lots of training and importance will be given to this aspect of the business.
Physical evidence.
The physical data in a service might not exactly be as important as a product for an company, but the physical evidence instructs a lot about an organisation. The organization design, which includes most of the elements that define physical evidence is very important to any organisation. May it be providing products. The corporate design of a firm speaks for the credibility and goodwill of a company. Hence, keeping each one of these things at heart, we will ensure that the physical facts is given the credited importance and gives out the desired message to the target market and public about the merchandise. we try to tell the consumers that we provide the very best quality of services around and we'll make sure that our physical research gives out the required vibes.
In the product life pattern, our service is at the introductory level. We seek to pass the introductory stage properly and peacefully and as per designed. The marketing blend is designed so to guarantee the smooth sailing of the service from the introductory level to the growth stage.
Auto spa is designed in which to stay the growth stage for the longest time. This can be achieved through various simple strategies. One, we won't compromise on the grade of the assistance at any point in time. We try to be regular and steady with the grade of services offered to respected customers. We will penetrate the market once we are over the introductory stage, the product quality again will not be compromised for the low income level. The assistance offered will be limited, fitting into their respective pay scales.
Future development opportunities
These will be the growth opportunities that people try to explore in the arriving 3-5 years. Vehicle spa will continue steadily to expand through organic means including increasing the business's advertising budget via the reinvestment into the after taxes cash flows of the business. Additionally, if the business is highly successful then your Company may seek to establish additional service centers after the third yr of operations
The car describing and service market has seen dependable, 4% growth for the last six years.
We try to gain and then most importantly preserve existing customers through goodwill and customer loyality. Automobile spa wants to make its brand image and awareness amongst all market segments. As stated above, we aim to do this by penetrating on the market and stay in the growth stage for the longest time frame possible. After we reach the maturity, we plan on to regenerate the marketing and business plan to get started on the development again.
We will keep on adding value to the services offered through frequent training of the employees and improving the quality of the assistance provided
Growth is forecasted at 4% for another four years.
Revised objectives
Increase repeat customers by 4% 25 %.
Gradually increase market show every one fourth.
Develop brand understanding and approval, quantified by the decrease in customer
Acquisition costs.
Increase the profit margin by 5% 25 %.
Achieve a double-digit development rate every year for at least the first 3 years.
Develop efficiencies in the delivery of the service through advanced training and work-flow
analysis.
Target Markets
The bigger chunk of market is segmented by people running a car to begin with. These folks will be belonging to the socio financial class A and B. in this bigger market segment, smaller segments will be created according to the type of car ownership
1. Owners of newer cars: Owners of newer vehicles are most likely to use a higher quality washing service with the products specific with their car. These owners take great pride in their cars and will call us often for car wash and detail services.
The goal with these customers is to market regular use of the clean and information service. We aim to inform this specific sect of customers that mobile car clean will keep their car looking as effective as it did your day they drove it from the lot.
2. Aged luxury car owners: These people have either owned or operated their high-end luxury cars for
several years or cannot afford the price of a new luxury car but want the feel of
relaxed driving. Both these communities want to keep their cars in the best shape possible.
Those who have bought second-hand vehicles will most likely spend many hours in their vehicles and
will place high importance on keeping their vehicles looking good. These owners will call us in
for regular washes and occasional details.
3. Sports car owners: These people are often younger or middle-aged men and can regard
the look of these car as important. They'll also take great pride in themselves on the appearance of their car
and will have their car hands cleaned (at least) regular. These drivers will have an
Occasional information servicing, but will keep their cars so clean the depth will not be necessary very
often.
4. Life span owners: Several people have managed their cars for more than five or six
years, and are more likely to be women. They are really mounted on their autos as friends and
though it might be more sensible for these people to purchase a fresh car, they'll call us for a clean once in a while, just when the car is dirty. They like their autos to look presentable,
and want to keep it in good shape but are not tied up in the appearance of the car. For this
reason, they'll not have a detail carried out on their car unless they are selling it.
5. Dealerships: There are many new and car or truck dealerships within the proposed location of mobile car clean. These dealerships often use exterior car rinse services
to feature their vehicles before they are put on the market.
6. Local businesses: Some local businesses have fleets of autos and small vans that has to be
kept clean to keep up their company image. These lenders will be looking for a cost
effective, productive car cleansing service to execute this service, and can prefer to use a car
wash service through the week rather than during weekends, like everyone.
Please be aware for evaluation purposes in regards to the charts and graphs, the various segments will be grouped into individuals and businesses. This will likely be done to permit the charts and graphs to have a clean look to help in the capability to quickly discern information from them.
