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Marketing Plan

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http://www.google.com.pk/imgres?q=car+wash+clip+art&hl=en&biw=1344&bih=695&gbv=2&tbm=isch&tbnid=ijf_pHqn6BnmLM:&imgrefurl=http://www.dreamstime.com/royalty-free-stock-photos-car-wash-image7760208&docid=_tkyVLndMm5GPM&imgurl=http://www.dreamstime.com/car-wash-thumb7760208.jpg&w=400&h=336&ei=YJzrTtqlFciK4gTokYibCQ&zoom=1



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M NADEEM KHAN

HASSAN FARHAD

M QASIM KHAN

NAQIB SHAH

Manager HRM

Responsible for Advertisement and Publicity,

Hiring customer service Agents and washing

staff, establishment of customer service

center and Staff salaries

Manager Tech & Ops Control

Responsible for Business plan , control and

supplies Technical and Operational Plans

including video monitoring system and

evaluation

Manager Finance

Responsible for availably of finances

including loans, Registration and Insurance

etc

Manager Administration

Responsible for Construction work including

purchase of car wash Equipment and

installation



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Table of Contents

Contents Page No

1. Executive Summary 7

2. Business Plan 8-11

a. Service Introduction

b. Vision

c. Mission

d. Brand Features

e. Unique selling Points

h Market Need

5. Objectives 12

a. Marketing Objectives

b. Financial Objective

9. Marketing Mix 13-16

10. Action Plan 17

a. Allocation of budget

13. Control 19

14. Assumptions 21

15. Supplementary Section 22

a. Bibliography

b. Annexes



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KNOWLEDGEMENT

“To Him belongs the dimension of the

Heavens and the earth, it is He who gives Life

and death and He has power over all things.”

(Al-Quran)

All acclamation to Allah who has empowered and enabled us to accomplish

the task successfully. We like to express our sincere and humble gratitude to

ALLAH almighty whose blessings and guidance has been a real source of all

achievements in our project. We also feel honored to express our appreciation

to Sir Faisal Khokhar who introduced new dimensions of knowledge to us

We would like to dedicate all our work to our parents and friends who guided

us to accomplish this memorable task. Last but not the least we acknowledgethe efforts, support, cooperation and encouragement by each member of our

team, which made our work presentable



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Executive Summary

Sparkling Car wash chain will be a prominent business amongst car wash industry in Rawalpindi. It is owned by a

renowned business group who are in CNG business in three different areas of Rawalpindi city namely Adyala

road, Chaklala scheme III and Westridge for over 10 years.

The life in urban areas has become more committed and day to day activities has resulted in scarcity of

time. The reduced number of servants at affordable salaries has made the difference in the life of urban people

The activities like car washing at home have become a forgotten story. Under these circumstances a car wash

business with value added and innovative services can provide solution to people’s need of maintaining cars

This facility should provide people an opportunity to achieve their desired satisfaction of car wash services and

feel convenient at the same time , as cars have become a status symbol.

The company being in CNG business in the area is well known along with its owners. As soon as the

owners realized that some space was available in their CNG stations .They planned to use this opportunity and

decided to utilize this space for a car wash business. It will not only be a car wash but a source of convenience

and self satisfying activity as well.

The business in these areas provides encouraging environment for car wash business. The prominent

localities offer concentrated population of middle to higher middle class. The major portion of the population

almost 90% possesses reasonably well maintained cars. Due to shortage of water in these localities, washing of

cars at home has become an expensive solution. This is where people need car wash services.

The sparkling car wash chain will develop a strategy to establish its brand name awareness in the

industry through strong advertisement campaign for our geographically segmented target market as against

many of our competitors. Convenience, professional car wash service and high quality customer service would

be the hallmark of the business. and So we have decided to provide better services then our competitors. We

have estimated approximately 8000 cars in our target market. We expect to achieve a share of 25% of the target

market by first quarter and an increase of 5% in this for each subsequent quarter. The market growth rate is

expected to increase 10% annually.



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Service Introduction

Sparkling car wash chain will be established at the CNG stations owned by the company. The business

will provide hand car wash service to the target customers located at three places in Rawalpindi i.e Adyala road

Chaklala Scheme 3 and Westridge. It would provide cleaning and detailing along with value added services at anaffordable price. The company will provide high quality customer service and any extra treatment of their cars.

Vision

The Sparkling car wash will be the cleanest and technologically advanced car wash, with remote video

monitoring in the projected service area. In our first full year of operation, we intend to establish Sparkling car

wash as a premium hand wash exterior, interior and detailed car wash facility. Our car wash must be able to

create and maintain financial balance by charging a fair market value for services, which exceed customer

expectations in quality, service and convenience.

Mission

The mission of Sparkling car wash is “to provide top-quality washing and detailing services for all kinds of car

owners in Rawalpindi. We will work to keep employees and our valued customers satisfied in order to maintain

impeccable customer service”.

Brand Key Features

Our brand key feature is premium hand wash through professional and specially trained car wash workers. The

use of vacuums cleaners instead of blowers for interior cleaning and charging a competitive price for value

added services

Unique selling Point

High quality car wash services through trained and skilled manpower with add on vehicle health check

service.

Benchmarked customer service using latest technologies for vehicle check record reminders and trained

customer agents.

Convenience by providing vehicle picks and drop service and working hours as per the convenience o

the customer.

Market Size and Demography:

Our car washing stations are located in those areas where customers are easily accessible within range of 3-4

kilometers. According to our research the selected areas are:-



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Adyala road: Following are the main areas located on Adyala road with respect to number of cars owned by

our customers.

Askari 7 600 cars

Askari 13 400 cars Askari 14 1300 cars

Gulshanabad 500 cars

Newlalazar 200 cars

Estimated number of cars at Adyala road and surrounding areas are 3000 cars

Chaklala Scheme III :

Cars owned by people living in Chaklala scheme 3 and surrounding areas are as under.

Scheme 3 500 cars

Askari 10 500 cars

Askari 1,2,3,4 500 cars

Askari 12 300 cars

Estimated number of cars in scheme 3 and surrounding areas are 1800 cars.

Westridge :

Cars owned by people living in Westridge and surrounding areas are as under.

Westridge 1,2,3 1000 cars

Lane 1-7 1500 cars

Askari 11 100 cars

Parade lane 100 cars

Cobline 200 cars

Estimated numbers of cars 2900.

The total no number of cars for the selected target market are estimated at 7500-8000.

*The number of cars have been assumed keeping in mind estimated number of houses in above

mentioned localities

Income Level: Sparkling car wash is focusing on the middle & upper middle class. It is necessary to know the

income level of these classes. The detail of research concluded following facts and figures



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Middle class: Rs70-80 thousands per month earning. Our 60% of customers form part of this class

Upper middle / Elite class: Rs100000-120000 per month income. Remaining 35% of our customers belong to

upper middle class and 5% elite class with an income over Rs1500000 Other variables would include:-

Education Level:

It has been concluded that 60-70% of the population are graduate. The education level of the target market

would directly effect and increase the chances of success for this business

About 30-40% of the population wants to get their cars washed fortnightly.

Market Growth

The 1998 census report indicates a total population of Rawalpindi City is fourteen lack nine thousands six

hundred and seventy eight (1409678). The city has at present 3,91,492 registered vehicle as per Government of

Punjab motor vehicle registration report June 2010. As per the above mentioned statistics the market has a

growth rate of 5.23% per annum.

Market Needs

Sparkling car wash will provide a premium hand car wash for middle and upper middle class in following areas

Adyalla road

Chaklala Scheme 3

Westridge

The sparkling car wash will make an endeavor to fulfill following benefits that are important to customers

High quality car wash

Exemplary car wash services

Convenience



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Objectives

Marketing Objectives

Steadily increase market share up to 3% of target market (7500-8000 cars) each quarter which

results in an increase of 240 cars per quarter.

Increase brand awareness and acceptance, quantified by decreased in customers acquisition

cost.

Increase repeat customers by 5% in a quarter by giving quality services.

(2000 x 5/100) = 100 (repeat customers) each quarter

Financial Objectives

Increase profit margin up to 5% each quarter.

Increase growth rate up to 2.5% every annually.

Increase efficiency in the delivery of services by better incentives



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Marketing mix



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The success of sparkling car wash lies in providing distinctive car wash services. The car wash industry pose

fragile environment to the new entrance. The firm has to evolve innovative ways to attract target customers.

Sparkling car wash marketing mix comprises following

1. Product

2. Price

3 Place

4. Promotion

Product (Service)

The weather pattern in Rawalpindi provides conducive environment for car wash business. The sparkling ca

wash is a new entry into this business and would endeavor to provide quality car wash services to satisfy its

customers. The company has planned few innovative ideas to provide convenience at affordable prices. Thequality service provided by Sparkling car wash will try to change the existing trend of washing cars at home. The

service would include

Car washing ( Interior)

Car washing ( Exterior)

Car Detailing

Price

The Sparkling car wash has to be very competitive in pricing its services. According to research following are

the various services rendered by our competitors.

Exterior car wash :

Exterior car wash is commonly known as car wash.

Interior car wash:

Interior car wash is known as car service which includes car wash as well.

Detailing:

Detailing of car with vacuum cleaner includes:

Door panels cleaning

Roof cleaning by Foam

Carpet cleaning by Foam

Seats cleaning by Foam

Sanitizing Seats/ Carpets/Ac Ducts etc.



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Following are the comparative prices of these services:

Comparison of car wash with competitors

Description of Services Wash(Rs) Service(Rs) Detailing(Rs)

Off Road Car service 60-80 - -

Petrol Pumps of various companies 150 350 2000

Sparkling Car Wash 100 250 1700

Hand wash of Sparkling will include:

Description of Services 800-1000cc(Rs) 1300-1800cc(Rs) Luxury & 4x4(Rs)

Labor Charges 30 40 50

Overhead Charges(Electricity, water, allied expenses)

25 30 35

Bank Interest 15 20 35

Profit Margin 30 40 50

Total 100 130 170

Sparkling car service will be distributed under following factors:

Description of Services 800-1000cc

(Rs)

1300-1800cc

(Rs)

Luxury & 4x4

(Rs)

Labor Charges 70 80 90

Overhead Charges

(Electricity, water, allied expenses)

70 80 90

Bank Interest 45 50 60

Profit Margin 65 80 90

Total 250 290 330



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Detailing of Sparkling car wash will have the following prices according to specific car.

Description of Services 800-1000cc

(Rs)

1300-1800cc

(Rs)

Luxury & 4x4

(Rs)

Internal +External wash Total 350 420 500

Others

Foaming Glittering Shine of Paint 100 130 170

Seats Cleaning 450 500 560

Door Panels cleaning 350 400 470

Roof Cleaning 280 330 380

Sanitizing Seats/carpets/AC Duct etc 170 220 270

Total 1700. 2000 2350

Place

We have selected following areas basing on the availability of the target customers of 10 years experience of

CNG business.

- Adyala Road

- Scheme III

- Westridge

The competitive advantage of sparkling car wash service is that we have easy in and easy out access and we have

additional space for car parking.

Promotion

Sparkling car wash will be promoted through following ways:

- Local Cable channels

- Pamphlets

- Newspaper

- Bill-

- Car Wash Stickers

- Internet

The advantage of our car wash service is that we are already in the CNG business resultantly number of customer

visit our CNG station for CNG fill in their cars and also take the benefit of car washing opportunity as well and

save important time.



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Action Plan



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Allocation of Budget

Activity Budget(Rs) Remarks

Machinery 400,000

Installation Charges 100,000

construction of Washing Bay 400,000

office area 200,000

customer waiting area 250,000

customer services department and associated IT

equipment

200,000

video equipment for projected service area 200,000

advertisement and publicity 500,000

staff salaries for first 2 quarter 520,000

Miscellaneous expenses(registration fee, insurance etc) 200,000

washing supplies 25,000

Total 2,995,000



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Control

Sparkling car wash will emerge as a facility which every member of the target market would like to avail. The

customer satisfaction being the noodle point has to be handled with extreme caution. There is a dire need to

evolve a plan to exercise strict control measures. Following will be ensured

Revenue will be calculated on monthly quarterly and annual basis

All sales will be calculated on monthly quarterly annual basis

A record of all customers will be maintained to calculate the repeat business

The customer feedback would be given due attention to improve existing facilities and short coming in

the service provided. A customer help line will be establish to facilitate the customers and look afte

their day to day inquiries/ suggestions Implementation Milestones

The following milestones identify the key marketing programs. Customer data bank will be maintained by

customer service department and calculation of key performance indicators will be discussed in regular

quarterly meeting. It is important to accomplish each one on time and in budget.

Activity Responsibility Start Date End

Date

Budget

Availably of finances including loans,

Registration and Insurance etc

Mr.Naqeeb Shah

Manager Finance

Jan 01 Feb 15 Rs 200,000

Advertisement and Publicity,

Hiring customer service Agents and

washing staff, establishment of

customer service center and Staff

salaries

Mr.M Nadeem Khan

Manager HRM

Jan 01 Jun 30 Rs 12,20,000

Construction work including

purchase of car wash Equipment

and installation

Mr Qasim Khan

Manager

Administration

Jan 01 Jun 15 Rs 1350,000

Business plan , control and supplies

Technical and Operational Plans

including video monitoring system

and evaluation

Mr Hassan Farhad

Manager Tech &

Ops control

Dec15-2011

Jan 01

Jun 30 Rs 225,000



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Sources of Capital Equity Financing

The Startup costs for the venture is Rs. 30,00,000 out of this amount each partner will pay Rs

5,25,000 (Rs 21,00,000)

Debt Financing

The remaining Rs.900,000 will be borrowed from Askari bank with following rules:

• Total Maturity date is 10 years.

• The interest of 12% per annum.

Marketing Organization

Manager HRM will be responsible for the marketing activities. He will be responsible for the marketing campaign

of Sparkling Car Wash chain

Contingency Planning

The personal relation officer will be responsible to look after all delays in acquiring various permissions

from Government agencies, and any unforeseen circumstances emerging at any phase of establishment

of Sparkling Car Wash. Manager Finance must converse himself with all Government departments and

keep a good liaison with all Government agencies to meet the requirements arising at various stages.

Manager HRM will make an effort to enroll at least 50% trained car washing staff and customer service

agents, however a contingency plan for training car wash staff at local level and training of customer

service agent from a established organization may be prepared.

Difficulties and Risks

Sparkling Car wash is going to face tough competition from the excising competitors

The quality service is key selling point which requires trained manpower conducting car wash as well as

customer service. A strict supervision is required to meet the requirement

A plan to meet an aggressive marketing campaign by the competitors including price cut to forestall the

sparkling car wash in its infancy has to made and discussed separately



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Worst Case Risks May Include

The success in the sparkling car wash lies in the effective advertisement /Marketing campaign however

there a worst case scenario where sparkling car wash may not be able to support itself on an ongoing

basis. The board of director must plan that enough financial support is available from other portfolios tosustain the overhead expenditures of sparkling car wash during the initial year

In case the company is unable to sustain all three car wash stations, a decision would be made to sel

one of the CNG station including car wash to support others.

In case of unsuccessful operation of the business sparkling car wash business will be liquidated.

Assumptions.

Pricing numbers are derived from various categories of same businesses.

Opportunity for potential growth validated from statistics provided by Government of Punjabannual report.

Estimation of number of cars on the basis of available houses in particular targeted colonies

Location chosen for launching car wash business is well connected and can draw right

customers.

Smooth availability of machines and equipments at all time.

Availability of basic commodities like water, gas, electricity without interruption.

Provision of safe disposal of cleaning remnants and recycling of water.



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Bibliography

Principles of marketing by KOTLER

www.slideshare.com

www.b-plan.com

www.google.com

Sample marketing plan-Soapy Rides

Punjab Development Statistics 2011

http://www.slideshare.com/


http://www.b-plan.com/


http://www.google.com/







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Annex “A”

To: Manager Finance

Manager HRM

Manager Administration

Manager Technical & Operational Control

From: CEO Sparkling Car Wash

Subject: Distribution of Work/Tasks-Sparkling Car Wash

Date: December 5, 2011.

It is going to be great honor for all of us to start with our long awaited mission to launch the Sparkling Car wash

Chain as per our programme .Indeed it’s a dream coming true in which all our outfits have played their part very

honestly and dedicatedly. Now being CEO am delegating the responsibilities to different steer of our chain to

supervise and monitor the on site work so that we would be able to launch /inaugurate our Sparkling Car Wash

chain in time.

Activity Responsibility Start Date End Date Budget

Availably of finances including loans,

Registration and Insurance etc

Mr.Naqeeb Shah

Manager Finance

Jan 01 Feb 15 Rs 2,00,000

Advertisement and Publicity,

Hiring customer service Agents andwashing staff, establishment of

customer service center and Staff

salaries

Mr.M Nadeem Khan

Manager HRM

Jan 01 Jun 30 Rs 12,20,000

Construction work including

purchase of car wash Equipment

and installation

Mr Qasim Khan

Manager

Administration

Jan 01 Jun 15 Rs 13,50,000

Business plan , control and supplies

Technical and Operational Plans

including video monitoring system

and evaluation

Mr Hassan Farhad

Manager Tech & Ops

control

Dec15-2011

Jan 01

Jun 30 Rs 2,25,000

Lets pray to Almighty Allah to enable us to give our best to make this task a “COMPLETE SUCCESS”.



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Annex “B”

Adiala Road 051-5676868,Scheme III 051-76899666 & Westridge

051-6392615

___________________________________________________________________________________________

Date: 10 June ,2012

Mr Jalil Ahmed Khan

CEO Rajgaan Motors

Adiala Road Rawalpindi

Subject: Sparkling Car Wash

Dear Sir,

Indeed am taking this opportunity to inform you that soon our Car wash chain namely “Sparkling Car Wash” wil

be opening up in the near vicinity of yours mighty Rajgaan Motors’s show room. Our car washing service is

unique in every respect and carrying suburb facilities for all sorts of car owners specially like you.

Since our complete car washing outlets are fully modernized, yet we would be looking forward the customers as

our sole brand ambassadors. Serving with pride and honor is our motto and Inshallah by the grace of Allah we

assure you that your car/vehicle would love to enjoy wash in our out let and there would be an added life and

sparkling in it.

Am enclosing the Sparkling Car Wash broacher with this letter and expect that you will not only visits our outlet

at an early date but will inform the other respected collogues of yours about us. I assure you that “OUR DEEDS

WILL SPEAK LOUDER THAN OUR WORDS”

Thanking you in anticipationYour’s truly

Amjed Baig

CEO Sparkling Car Wash

Enclosed: Company’s Broacher

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