CLEAN CAR-for quicker and cheaper car washes

EXECUTIVE SUMMARY

Overview• There are 88.76 lakh cars in Delhi. Each car owner

wants his car washed at least once in 10 days. Most of them rely on local guys or their apartment’s watchmen to clean their car. The cost for this service varies from area to area and is unregulated. The experience is often unsatisfactory. The existing car wash apps charge a lot for a simple car wash. So, clean car provides a solution to this problem.

• Clean car is an app which provides quick car washing services in a busy day to day life.

Proposed Course of action• The first aim is to target fifty thousand cars and then

slowly expand to 10 lakh cars.• 15 min car wash- Each car wash will have 3 personnel.

The car washing kit will be ready and they will give the car a quick shine. To achieve this, local unemployed youth will be trained and employed. • Wash at Work – Car wash stations will be opened in

every area. The company ensures the safety and security of the car through a written form.• Luxury car wash- Special stations will be set up with all

the required washing kits. Trained personnel will handle all the operations

SITUATION ANALYSIS

Company overview• The company aims to excel at providing 15 min car

wash. • The company employs large number of personnel and 3

personnel for each car wash.• The company has a unique Wash at Work system which

is being implemented for the first time in India.• Unique luxury car care services.

Market Overview• Every car owner is our potential consumer.• Cartisan, speed car wash, carzippi are our competitors.• Since, there are lakhs of cars in each city, there is a lot

of opportunity to expand an grow.• The company profits mainly rely on revenues collected

and it target at a larger consumer base.

Target customers• The main target consumers are the car owners with

compact and medium size cars. This will be our initial target. Later, we can expand to SUVs, mini vans and trucks. • For the premium version of the app, luxury car owners

in the high-class localities of the city will be targeted.

Goals• To provide a 15 minute quick car wash.• To provide Wash at Work service, in which the company

personnel will provide car care services while you are at work.• To provide luxury car cleaning services.

TARGET MARKET

Customers• The target market are areas/consumers with upper

middle class people with at least one car. • Areas with big IT Parks and other office buildings can

provide a lot of consumers for Wash at Work option. • Higher income people with luxurious cars and areas like

Diamond District in Bangalore can provide the consumers for the Premium version of the app.

Collaborators• The company aims to train unemployed youth from

slums and other lower – income areas.• Tenders to local vendors for car cleaning equipment will

be given. • To maintain and develop the app/website, an IT team is

required. • Administration team to handle finances, mediate

between channel members and customer support.

Company• Administration – To handle finances, mediate between

channel members, market the services and customer support.• IT team- to develop and maintain the app/website.• Ground personnel- These are the actual service

providers who go to the customer and offer car cleaning services.• Wash at Work personnel- To handle the Wash at Work.

These personnel work at the car cleaning stations. • Premium ground personnel- to handle the luxury car

care services.

Competitors • Cartisian is the closest competitor for Clean Car. It is a

company which has a website and applications on iTunes and Play Store. • It provides Car care services. It addresses common

servicing issues. It provides car cleaning services, painting, car checkups and repairs.• It also sells car cleaning products and other car

accessories. • It has luxury car care section as well.• It operates in Bangalore, Mumbai, Gurgaon and Pune.

VALUE PROPOSITION

Customer value• In a busy day to day life, the customer will get a quick

car wash within 15 mins just with a click of an option• There is a subscription option where the consumer can

make one time make one time payment for 3 different option – monthly, half-yearly and yearly.• Wash at Work option saves time.• The customer can get a car wash for Rs.250 only.

Collaborator value• The company employs unemployed youth which gives

them salaries on a number of washes basis. The service charge for is collected from the consumer.• The local vendors will be given huge tenders for

chemicals and other washing equipment. • IT department will be crucial in developing the app and

will be given shares with in the company.

Company value• Each city in India has at least 50 lakh cars. The plan is

to increase revenue and thereby increasing the profit. • All employees get 3 free car washes initially and an

employee discount. • Ground personnel will be given salaries based on the

number of car washes and they will be given incentives for every fixed number of car washes.

TACTICS

Services• Basic Car wash services like – interior and exterior

cleaning, waxing and polishing, scratch resistant coating, car checkups and repairs.• This app stands out in terms of lower prices and quick

car washes at your door.• Wash at Work – All the above services are offered but

the car will be serviced at a car washing station at working hours.• Premium services for luxury cars - superior exterior

wash with scratch resistant polishing, high pressure air blowout interior cleaning, leather seat care using microfibre towels and royal clean shampoos, glossy finishing.

Brand• The green font signifies the eco-friendly nature of care

services• The logo has a car which brushes and bathes at the

same time. This conveys the quick car service. • The slogan says it all – quick and cheap car wash

Price• The basic car wash at the consumer’s home is priced at

Rs.250. This is half of what Cartisian is offering. Since we aim at a large number of consumers, the revenue collected will be enough to get huge profits.• Wash at Work services are priced at Rs.400-500

because initially it takes capital and investment to set up the car washing stations. • Luxury car services are priced nominally at Rs. 25,000 –

40,000 based on the car brand

Incentives• Subscription packages have free car washes. Monthly

has one free car wash, half-yearly has 3 and yearly has 5 free car washes. • The company employees have 3 free car washes initially

and an employee discount of 10%• Ground personnel get incentives after every fixed

number of car washes.

Communication• App can be communicated with referral system and with

each referral the user gets points with which he can buy car washes.• Mobile advertising, print ads and commercials will help

expand the customer base. Print Ads will be placed at offices and near traffic signals. • In India, listening to radio while driving is common and

therefore radio ads will make a great impact.

Distribution• The app is available on all online platforms like Google

Play store, Apple store.• The company also has a website which provides the

same services• .apk files is released on free ware sites where users can

install the file for free• QR code referral system will be made available for

quicker downloads.

IMPLEMENTATION

Infrastructure• Car washing stations for Wash at Work option.• Luxury car service station for Premium app users.• Ground personnel, administration staff and IT

department. • Basic car cleaning equipment like vacuum cleaners,

wash clothes, chemicals, waxes, pipes and tool kits.

Processes

• The raw materials and resources are provided by distributors.• Service personnel are hired.• Car washing stations are set up.• Customer care and support is taken care of.

Order a service

Personnel acceptsthe order

Service at the customer’s door step

Accept payment& give feedback

Schedule• Phase – I : A target of 50,000 active consumers in each

city with 2 car washing stations in Delhi, Bangalore and Mumbai. Hit 1 lakh downloads on Play store.• Phase – II : Active Consumer base is expanded to 5 lakh

and with 6 car washing stations in each city. One luxury car service providing station at Delhi. Hit 1 million mark on Play Store. • Phase – III : Completely expand to all area in major

cities with 15 car washing stations in each city and reach a 10 million download on Play store.

CONTROL

Performance evaluation• Number of app downloads• Number of active customers and subscriptions• Number of complaints regarding quality of materials

used and services. • Customer, employee satisfaction and reviews.

Environmental Analysis• The company works with upper middle class people and

at IT parks / other office buildings.• Since the app focuses on car wash, water problem can

be an issue. The company plans to adopt different methods to use less water. E.g. use a bucket rather than a hose.

SUMMARY• Executive summary• Situation Analysis• Target Market• Value proposition• Tactics• Implementation• Control

DISCLAIMER

THIS PRESENTATION IS CREATED BY VSV SRAVYA AS A PART OF MARKETING INTERNSHIP UNDER THE GUIDANCE OF PROF. SAMEER MATHUR, IIM LUCKNOW.