car wash marketing plan sample

7/26/2019 Car Wash Marketing Plan Sample

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Sample Marketing Plan - Hanna Wash Australia Pty Ltd

Hanna Wash Australia

Sample Marketing Plan

This plan may be edited using Microsoft Word.


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Confidentiality AgreementConfidentiality Agreement

The undersigned reader ackno$ledges that the information pro%ided by'''''''''''''''''''''''''''' in this Marketing Plan is confidential(therefore reader agrees not to disclose it $ithout the e"press $rittenpermission of ''''''''''''''''''''''''''''''''''''.

)t is ackno$ledged by reader that information to be furnished in thismarketing plan is in all respects confidential by nature! other thaninformation $hich is in the Public *omain through other means and thatany disclosure or use of same by reader! may cause serious harm ordamage to '''''''''''''''''''''.

+pon re,uest! this document is to be immediately returned to

''''''''''''''''''''''''''''''''''''''

'''''''''''''''''''''''''''''''' Signature

'''''''''''''''''''''''''''''''' ame


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Table of ContentsTable of Contents

.! "#ecuti$e Summary

%.! Situation Analysis/.& Market Summary

/.&.& Market *emographics/.&./ Market eeds/.&.0 Market Trends

/.&.1 Market 2ro$th/./ SW3T Analysis

/./.& Strengths/././ Weaknesses/./.0 3pportunities/./.1 Threats

/.0 4ompetition

/.1 Ser%ices/.5 6eys to Success/.7 4ritical )ssues

&.! Marketing Strategy

0.& Mission0./ Marketing 3b8ecti%es

0 0 9i i l 3b8 ti


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.! "#ecuti$e Summary

Hanna 4ar Wash and 4af? @H4WA4 $ill be the prominent car $ash for lu"ury%ehicles in >ast Melbourne! Bictoria. The *irector of the business is Mr. CohnSmith! a successful business operator $ho has $orked in the 4ar *etailingbusiness for o%er &D years. Ha%ing operated from his $orkshop in >astMelbourne for this time! Cohn has de%eloped a loyal clientele and is $ellrespected by his business peers.

)t is en%isioned that people $ill come H4WA4 not only to ha%e their cars $ashedand detailed! but also for a coffee and snack break. Alternati%ely! clients $illlea%e their cars at the site $hilst shopping or at appointments $ithin the %icinity.

H4WA4 $ill be based in >ast Melbourne! B)4. This area has a number ofbenefits in terms of the market it $ill pro%ide for the business. 3%er 1DE ofhouseholds in the immediate neighbourhood earn o%er F:D!DDD annually!pro%iding a large market for up-market hand car $ashes. Cohn himself has run

successful businesses o%er the span of /5 years! pro%ing %ery skilled ande"perienced in all matters relating to management and business operations.

H4WA4 $ill ha%e 05E market share of Hand 4ar Wash business in the %icinityby the end of year three! and aims to con%ert a larger percentage of peoplea$ay from machine and self-ser%e car $ashes. H4WA4 $ill maintain a G5Egross profit margin and make &&E net profit margin after &/ months ofoperation.


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%.! Situation Analysis

H4WA4 is entering their first year of operation. The o$ner belie%es that acomprehensi%e marketing strategy $ill be key to the success of the business.H4WA4 offers a premium hand car $ashing ser%ice $ithin a funky! attracti%epremises offering coffees and light snacks.

%. Market Summary

H4WA4 possess good information about the market and kno$s a greatdeal about their target customers. This information $ill be le%eraged tobetter understand $ho is ser%ed! their specific needs and ho$ H4WA4 canbetter communicate $ith them.

99%

1%

Individuals

Businesses

Table Ma ket Anal sis


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Male9emale 70E0:E. The reason for this discrepancy in the

ratio is generally e"plained by the fact that men typically care more

about their %ehicles. Men are more likely to spend money onaccessories and add-ons! $hereas most $omen %ie$ their cars as autility. Also! there are more men $ith company %ehicles! that mayneed to be kept clean as a re,uirement for their organiation.

1DE of households earn o%er F:D!DDD.

:0E of the target population ha%e Tertiary >ducation of some sort.

Behaviour Factors

10E of the target market lease their cars.

)ndi%idual and family image is personified by the type and condition

of the %ehicle they dri%e.

%..% Market 5eeds

H4WA4 is pro%iding the market $ith a premium hand car $ash ser%ice forthe >ast Melbourne community. H4WA4 seeks to fulfill the follo$ingbenefits that are important to the customers

>"emplary customer ser%ice The target customers ha%e money

and are used to recei%ing e"cellent customer ser%ice. They $ill

ll t th h i if th d It t th i th


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Market Forecast:

0

10000

20000

30000

40000

50000

60000

70000

2005 2006 2007 2008 2009

Individuals

Businesses

%..' Market 2rowth

The car $ashing market has seen steady 1E gro$th for the last si" years.

1E th i f t f th t f


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%.% SW6T Analysis

The follo$ing SW3T analysis captures the key strengths and $eaknesses$ithin the company! and describes the opportunities and threats facingH4WA4.

%.%. Strengths

2ood relationships $ith many prospecti%e customers in the targetmarket. Strong family name recognition in the community.

Well trained employees.

*irector has sound background and understanding of business.

%.%.% Weaknesses

The need for reliance on outside in%estors. The learning cur%e associated $ith entering an industry $ithout direct

prior kno$ledge or e"perience. The re,uirement to ha%e a constant %olume of business to support the

necessary ser%ice staff.

%.%.& 6pportunities


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%.' 2oods 7 Ser$ices

H4WA4 $ill pro%ide the follo$ing goods ser%ices

4ar $ashing e"terior

4ar $ashing interior

4ar detailing

9ully operational 4af?

%.+ 8eys to success

H4WA4 keys to success are

High ,uality car $ash ser%ice

=enchmarked customer ser%ice

4on%enience

%., Critical issues

H4WA4 is still in the speculati%e stages as a start-up organiation. )tIscritical issues are

4 ti t t k d t fi l h d t bl


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*e%elop brand a$areness and acceptance! ,uantified by a decrease in

customer ac,uisition costs.


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&.& (inancial 6b9ecti$es

)ncrease the profit margin by .5E a ,uarter. Achie%e a double digit gro$th rate each year for at least the first three

years. *e%elop efficiencies in the deli%ery of the ser%ice through ad%anced

training and $orkflo$ analysis.

&.' Target Marketing

H4WA4 segments itIs customers by type of car o$nership. H4WA4 belie%esthat the type of car that a person o$ns says %olumes about their dri%ing andtherefore their car $ashing and detailing re,uirements.

5ew car owners 3$ners of ne$er cars are most likely to use a

hand car $ashing ser%ice. These o$ners take great pride in their carsand $ill bring them often to the $ash and detailing ser%ice. The aim is

to inform these customers that H4WA4 $ill keep their %ehicle lookinge%ery bit as good as it did the day it dro%e out of the car sales yard.

6lder lu#ury car owners These people ha%e either o$ned their

high-end lu"ury cars for se%eral years or are unable to afford thee"pense of a ne$ lu"ury car but $ant the feel of rela"ed dri%ing. =oththese groups of clientele $ant to keep their cars in the best shapepossible. Those $ho ha%e bought second hand cars $ill often spendmany hours in their cars! and $ill place high importance on keeping


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ser%ice during the $eek rather than on $eekends! like the generalpublic.


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Please note that for analysis purposes in regards to the charts and graphs!

the different segments $ill be grouped into indi%iduals and businesses. Thishas been done to allo$ the charts and graphs to ha%e a clean look that $illaid in the ability to ,uickly discern information from them.

&.+ Positioning

H4WA4 seeks to position themsel%es as the premier hand auto $ashingser%ice pro%ider in the >ast Melbourne area. This positioning $ill be achie%edby le%eraging their competiti%e edge.

H4WA4Is competiti%e edge $ill be gained through the reputation of the*irector and his name throughout the area. =randing and marketing of thecar $ash $ill be a priority! and the *irector once again has a myriad ofe"perience in this area! through other businesses he has operated and sold in

the past.

Lastly! by purchasing a ,uality con%eyor through a %ery reputable Australiansupplier! H4WA4 $ill place an emphasis on creating a fast! no hassle systemfor the client.

&., Strategy Pyramids


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&.- Marketing Mi#

H4WA4Is marketing mi" is comprised of the follo$ing approaches to pricing!distribution! ad%ertising and promotion! and customer ser%ice

Pricing the pricing scheme is based on a per ser%ice price. A

H4WA4 4ardN can be purchased! $hich pro%ides %olume discount tothe user.

1istribution The offered ser%ices $ill be distributed from H4WA4Is

facilities. Ad$ertising ; Promotion H4WA4 $ill use different methods for

ad%ertising and promotion. Customer Ser$ice >"emplary customer ser%ice $ill be pro%ided.

&./ Marketing 3esearch

*uring the initial stages of the marketing plan de%elopment the *irectorperformed primary market research in the form of a ,uestionnaireKsur%ey.The *irector outsourced the de%elopment of the sur%ey to a local Professor ofStatistics at Monash +ni%ersityIs 2


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Break-even analysis chart

-$8,000

-$6,000

-$4,000

-$2,000

$0

$2,000

$4,000

$6,000

$8,000

$0

$3,000

$6,000

$9,000

$12,00

0

$15,00

0

Monthly break-even point where line intersects with 0

* k l i


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Monthly Sales Forecast

$0

$2,000

$4,000

$6,000$8,000

$10,000

$12,000

$14,000

$16,000

Jan March May July Sep Nov

Individuals

Businesses

'.& "#pense (orecast

The e"pense forecast $ill be used as a tool to keep the marketing on targetand pro%ide indicators if corrections need to be made. Additionally it $illre,uire long term analysis.


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Table: Marketing !pense Bu"get

Marketing "#pense *udget %!!+ %!!, %!!-

Ad%ertisementset$orking3ther

F&1!&DDF&!7DDF&!5:5

F&G!DDDF/!DDDF&!5DD

F/1!DDDF/!5DDF&!5DD

Total Sales and Marketing "#penses -)%-+ %%)+!! %/)!!!

Percent of sales

4ontribution Margin4ontribution Margin K Sales

/D.G1E

F7&!&&7:1.D7E

&:.D:E

F&D/!:&G::.G0E

&5.G1E

F&0;!;7;:G.D7E

+.! Controls

This The purpose of H4WA4Is marketing plan is to ser%e as a guide for thebusiness. The follo$ing areas $ill be monitored to gauge performance


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+.% Marketing 6rganisation

Cohn Smith $ill be responsible for de%eloping! implementing and o%erseeingthe marketing acti%ities.

+.& Contingency Planning

Di##iculties an" $isks:

Problems generating %isibility

3%erly aggressi%e and debilitating actions by competitors.

%orst &ase $isks:

*etermining that the business cannot support itself on an ongoing

basis. Ha%ing to li,uidate e,uipment to co%er liabilities.


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Appen"i! A ' Sales Forecast Table ())*

Sales @an (eb Mar Apr May @une @uly Aug Sep 6ct 5o$ 1ec

)ndi%iduals 0DD 015 5DD &!/// /!000 7!:77 :!;:; ;!;GD G!G:7 &D!00/ &/!GGD &1!551

=usinesses /DD 05D 15D 5DD 50/ 511 5G; 7D& 7/0 711 7;: :D/

Total +!! ,0+ 0+! )-%% %)/,+ -)&! /)'-, 0)'0 !)++0 !)0-, &),-- +)%+,

1irect Cost ofSales

)ndi%iduals &5 &: /5 7& &&: 00; 0G1 115 1GG 5&: 75D :/;

=usinesses &D &; /0 /5 /: /: 0D 0D 0& 0/ 01 05

Subtotal %+ &+ '/ /, '& &,, '%' '-+ +&! +'0 ,/' -,&

Appen"i! B ' Marketing !pense Bu"get ())*

@an (eb Mar Apr May @une @uly Aug Sep 6ct 5o$ 1ec

Ad%ertisements &!DDD &!/5D &!5DD &!:5D 5DD 55D 7DD :DD &!DDD &!5DD &!:5D /!DDD

et$orking &DD &/5 &5D &5D &/5 &DD &/5 &5D &:5 /DD &DD &DD

3ther &DD &/5 &5D &:5 &DD &/5 &5D &:5 &DD &/5 &5D &DD

Total )%!! )+!! )/!! %)!-+ -%+ --+ /-+ )!%+ )%-+ )/%+ %)!!! %)%!!

E of sales /1DE /&7E &;GE &/DE /5E &&E &DE &&E &/E &:E &5E &1E

4ontributionMargin

@F:/5 @F;1D @F;G; @F10G F&!GG: F7!&:D F:!&:: F:!GG& F;:G1 F;!7D/ F&D!GG0 F&/!/G0

4ontributionMargin K Sales

-&15E -&/&E -G1E -/7E :DE ;1E ;5E ;1E ;0E :;E ;DE ;&E

www.hannawash.com.au /D
http://www.hannawash.com.au/http://www.hannawash.com.au/

car wash marketing plan sample

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