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Marketing Plan

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This document sets forth a template marketing plan for a car wash company. A marketing plan helps guide businesses in making efficient decisions based on relevant statistics, which allows for a company’s marketing budget to be better spent on effective marketing campaigns and strategies. This document is intended to supply standard language and terms, such as a confidentiality clause, but should be customized to fit the needs of the company creating its marketing plan.

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									This document sets forth a template marketing plan for a car wash company. A
marketing plan helps guide businesses in making efficient decisions based on relevant
statistics, which allows for a company’s marketing budget to be better spent on effective
marketing campaigns and strategies. This document is intended to supply standard
language and terms, such as a confidentiality clause, but should be customized to fit the
needs of the company creating its marketing plan.
                                Marketing Plan
                                     [Quik Wash]




                                    Fiscal Year [20XX]
                                 Prepared by [Your Name]




© Copyright 2011 Docstoc Inc.                              2
                                          Confidentiality

The reader acknowledges by examining or possessing this packet that the information within this
marketing plan is confidential. The reader agrees not to disclose any of this information, without
the express written permission of [Quick Wash]. The reader acknowledges that any information
in this marketing plan is confidential in nature, unless otherwise in the public domain, and that to
disclose any of the information within may cause serious harm or damage to [Quick Wash], and
may result in legal action being taken.


Upon request, please return this document IMMEDIATELY to:


___________________________________________________




© Copyright 2011 Docstoc Inc.                                                           3
Table of Contents
I. Executive Summary……………………………………………………………………5
       Introduction……………………………………………………………………... 5
       Purpose & Objectives…………………………………………………………… 5
       Marketing Opportunities………………………………………………………… 5

II. Environment Analysis………………………………………………………………...6
Customer Analysis……………………………………………………………………….. 6
Ideal Customer…………………………………………………………………………… 6
Needs…………………………………………………………………………………….. 6
Trends……………………………………………………………………………………. 6
Growth…………………………………………………………………………………… 7
Competition Analysis……………………………………………………………………. 7

III. Internal Analysis……………………………………………………………………..8
Performance……………………………………………………………………………… 8
People…………………………………………………………………………………….. 8
Infrastructure & Delivery………………………………………………………………… 8
Competitive Edge…………………………………………………………………………8
Product…………………………………………………………………………………… 9
Price Rationale…………………………………………………………………………… 9

IV. SWOT…………………………………………………………………………………9

V. Fundamental Marketing Strategies………………………………………………….11
Mission…………………………………………………………………………………… 11
Marketing Objectives…………………………………………………………………….. 11
Supply……………………………………………………………………………………. 11
Demand…………………………………………………………………………………... 11
Competition……………………………………………………………………………… 11
Position…………………………………………………………………………………... 12
USP & Key Differentiators………………………………………………………………. 12

VI. Implementation & Control…………………………………………………………..13
Implementation…………………………………………………………………………... 13
Control…………………………………………………………………………………… 14

VII. Financial Forecast…………………………………………………………………..15
Break-even Analysis……………………………………………………………………... 15
Sales Forecast……………………………………………………………………………..15
Cost of Marketing………………………………………………………………………... 15

VIII. Conclusion…………………………………………………………………………..16



© Copyright 2011 Docstoc Inc.                        4
(This template features instructions for each section (in italics); as well as, sample text for some
sections. Any instructions, example text, or charts are meant to guide you and should be removed
before presenting your plan.)

Executive Summary

(In this section, briefly describe the company, where it stands in the market, and what
opportunities are available. Although this appears first in the document, you may wish to wait
until later to write the Executive Summary as it is intended to summarize the main points of your
plan. If you have a business plan, you can use parts of your Executive Summary from that
document to fill this out.)

We purchased Quik Wash five years ago from its previous owners, and last year we performed
some major upgrades to our facility, including adding two more washing bays and replacing an
outdated washing system with state-of-the-art soap and wax delivery. We have also added a
central vacuum system to replace the older individual vacuum systems, reducing maintenance
and waste on our end and offering a better service to our customers. As we enter our sixth year in
operation, we have significant opportunities to grow our share of the market by focusing on what
drives our key demographics.

Purpose & Objectives

(In this section, briefly outline the purpose of the Marketing Plan, including company objectives
and strategies that are being suggested based upon the research you have conducted to create
this plan.)

This Marketing Plan for fiscal year 2012 outlines our goals for growing our customer base and
increasing revenue, and it details the approach we plan to take in order to achieve these goals.

Marketing Opportunities

(In this section, go into more detail about current market conditions. Explain to the reader what
opportunities arise out of these conditions, and describe how your company can take advantage
of them.)

As automatic carwashes become more expensive, people are looking for ways to save money
without dumping harmful chemicals on their own driveways. Our self-serve carwash features
new fixtures and equipment, and we need to inform our customers and potential customers about
these benefits. When we purchased the carwash, the surrounding neighborhood was transitioning
from lower-income working class residents to more young families. Three years ago, the city
finished construction on a new elementary school nearby, and since it opened, the make-up of
the neighborhood has shifted considerably as families have moved into the district in order to
access the new school facilities. Though we have upgraded our carwash’s facilities, our signage
is in need of a serious makeover since this is the primary way for us to attract new customers.


© Copyright 2011 Docstoc Inc.                                                           5
Environment Analysis
Customer Analysis

Ideal Customer

(In this section, describe your ideal customer. Discuss their income, age group, spending habits,
lifestyle, geographic location, frequency of purchase of your product/service, what percentage of
their income goes towards your product/service, media and social networking habits, brand
loyalty, and other traits that affect how they perceive and purchase your product/service. You
may find that you have several kinds of ideal customers. Separate them and discuss them
individually, since their differences may affect how you approach marketing to them.)

Car-Owning Men Age 16 - 55

Our primary demographic is men who own cars. They are either washing their own cars or are
washing cars for their wives and daughters, and they care more about how their car looks after a
wash than they do about how the carwash itself appears. Many of them enjoy the act of washing
the car, unlike women, who tend towards automatic carwashes that keep their clothes from
getting wet. Men in this category want to use what they perceive to be superior soaps and waxes
on their vehicles since the appearance of their car is very important.

Parents of Nearby Elementary School Children Age 25 - 50

Needs

(In this section, discuss the needs of your ideal customer that are not currently be met by the
market, with an eye toward taking advantage of these needs).

Trends

(In this section, discuss any trends in the market, like changes in household incomes, new
technologies, world events, and shifting cultures that affect the way you do business or currently
reach your customer.)

Automatic carwashes are getting more and more expensive, but they tend to be attached to gas
stations and therefore benefit from bundling their services with gas sales. There is the perception
of automatic carwashes that they can damage a car’s paintjob or windshield, but they are fighting
this by advertising the softness of their brushes. Self-serve carwashes are seeing a growth in
revenue in the past few years because, with the economic slowdown, people tend to have more
time and less money.



© Copyright 2011 Docstoc Inc.                                                           6
Growth

(In this section, discuss projected growth in the market and important variables that adversely or
favorably affect it.)

Competitor Analysis

(In this section, discuss your competition. Separate each into their own paragraph or set of
paragraphs, and outline their market share as well as a brief overview of their company history,
the products/services they offer, and their target market.)

There are 25 different carwashes in our city, and five of them are within a three-mile radius.
These five are our main competition since studies show that people either use a carwash that is
close to their home or to their work.

Larry’s Carwash – On the corner of Walnut Street and Vine Avenue. This competitor has nine
washing bays (two more than we do), but they have sacrificed space to install them. As a result,
their bays are claustrophobic, and customers tend to get wetter than usual while using their
facilities. Several customers have expressed that they find it difficult to maneuver into the bays.
Larry’s charges $2 less than we do, but their equipment is not as up-to-date as ours. They have a
prime location directly across the street from the new elementary school, and our observations
show that they have a boom in business every weekday from 2pm until 4pm, when parents are
waiting for their children to get out of school.

Sudsy Cars!

Carter’s CarWash

Philip’s Soap ‘n’ Wax

Automobile AutoWash




© Copyright 2011 Docstoc Inc.                                                           7
Internal Analysis

Performance

(In this section, give a brief overview of your company’s performance with a general (and
concise) look over the life of the company and a more critical focus on the past one to two years.
Detail the market share that the company currently holds.)

We purchased Quik Wash five years ago, and at that time we performed minor upgrades, mostly
repairing equipment and repainting the building. Last year, we performed some major upgrades
to our facility, including adding two more washing bays and replacing an outdated washing
system with state-of-the-art soap and wax delivery. We have also replaced the individual vacuum
systems with a central vacuum system, reducing maintenance and energy waste on our end and
offering a better service to our customers.

Of the six carwashes in a three-mile radius, we hold the second largest share (35%) of the market
behind Automobile AutoWash (37%). This is due in part to our vicinity to a large supermarket
and to a high incidence of repeat customers who appreciate our well-maintained equipment.

People

(In this section, discuss the staff and leadership in your company. Depending on the marketing
strategies included in this plan, you may want to discuss how easily staff can be trained, how
connected staff is to the local community, etc.)

Infrastructure & Delivery

(In this section, discuss the infrastructure of your business, including physical locations and your
online presence. Discuss how you deliver your product/service to your customers. If you sell
through a third-party (retail store, Amazon.com, etc.) list them here.)

Competitive Edge

(In this section, discuss your competitive edge. What it is that you offer to your clients that your
competition does not or cannot? Discuss strategies designed to respond to and outrun your
competition in the future.)

Our equipment is some of the newest in town for self-serve carwashes. Among the four other
self-serve carwashes in a three-mile radius, our equipment is the newest. This means the
equipment is less likely to fail, is more effective at cleaning and waxing cars, and is more energy
and resource efficient. In addition to ensuring a higher rate of customer satisfaction, our
equipment helps us to save on energy and water costs. Although we cannot compete with the
convenience of the Automobile AutoWash, we can reframe the conversation by focusing our
marketing efforts on letting customers know that our carwash is better for the environment,
better for their cars, and better for their wallets.
© Copyright 2011 Docstoc Inc.                                                             8
Product

(In this section, outline your products/services with descriptions and alignment to your ideal
customer(s).)

Pricing Rationale

(In this section, explain your pricing rationale and why it is an appropriate strategy for the
market. Also discuss how you will continue to monitor this strategy for effectiveness. Are you
working with a low-cost/high-volume system, a high-cost/low-volume system, or an alternative
system?)

SWOT
(In this section, lay out your strengths, weaknesses, opportunities, and threats as a business.
Writing about these will help you to understand the factors that affect your business from within
and without.)

               Strengths                      Weaknesses
                   Customer loyalty             Convenience
                   Lower energy and             Price
                      water costs                Signage
                   A considerable share
                      of the market




               Opportunities                  Threats
                  Growing customer               Rising utility costs
                    frugality                     Emerging
                  Green technologies               automatic
                                                    technologies
                                                  Equipment failure




© Copyright 2011 Docstoc Inc.                                                          9
(Give detail here for each bullet in the SWOT diagram, and take this opportunity to explain how
your business will utilize its strengths and opportunities to eliminate weaknesses and threats.)

Strengths
       Customer Loyalty: Once a person uses our carwash services, there is a high rate of return.
        This also offers the benefit of word-of-mouth (WOM) marketing, which is free and
        highly effective.

Weaknesses
       Price: Our prices are higher than other self-service carwashes, but they are lower than the
        cost of automatic carwashes. Therefore, we will communicate and demonstrate to
        customers that we offer the highest quality self-service carwash in the area.

Opportunities
       Green technologies: With our latest update, the soaps and waxes that our carwash offers
        are certified environmentally friendly. Our services are also much more energy efficient
        than any automatic carwash.

Threats
       Emerging automatic technologies: Advancements in automatic carwash technologies
        have made them increasingly more energy efficient as well as less damaging to cars.
        However, with the amount of energy required to run the automatic carwash, our self-
        service wash will always require less energy. Our services also offer customers the
        benefit of caring for their car themselves, giving them full control over the pressure and
        materials used.




© Copyright 2011 Docstoc Inc.                                                           10
Fundamental Marketing Strategies
(This is the most important part of your Marketing Plan, and you will need to spend some time
with it to make sure that your plan is grounded and viable.)

Mission

(In this section, state your mission with regards to the outcome of this marketing plan.)

The purpose of this marketing plan is to detail how we will increase our customer base and
generate a reasonable ROI by improving the curbside appearance of our building with an eye for
emphasizing how our carwash is good for the car, the wallet, and the environment.

Marketing Objectives

Supply

(List your marketing objectives that will involve increasing (in actuality or in customer
perception) products or services.)

We will give the building a makeover and will improve our signage, which will reflect outwardly
the improvements that we have made to our services. This will ultimately attract more customers.

Demand

(List your marketing objectives that will involve increasing demand for your product/service,
either by identifying a problem that your product/service solves or by reaching out to new
customers.)

We will focus on emphasizing that our equipment is state of the art and energy efficient, is not as
hard on the exterior of a car as an automatic carwash, and is less expensive. We will share this
emphasis with our customers by designing signs that are visible from the road as well as smaller
signs to be placed in each washing bay that fully explain the cost-saving and energy-efficient
features of our carwash. This will help to maintain a high rate of customer return.

Competition

(List your marketing objectives that will serve to mitigate certain advantages that your
competitors currently have. Don’t forget to include how you will let your customers know that
you have done this.)

On one side of us, we have Larry’s Carwash, which is considerably cheaper but also much lower
in quality. We will mitigate this by emphasizing the importance of quality equipment. On the
other side of us is Automobile AutoWash, which is far more convenient than us but also much
more expensive. Automatic carwashes also have a reputation, deserved or not, of being bad for a

© Copyright 2011 Docstoc Inc.                                                           11
car’s paintjob, and we will subtly emphasize the importance of hands-on care for a car, appealing
to our main demographic: men who love their cars and take pride in the appearance of them.

Position

List your business’ current position in the market in relation to your competition, and describe
the position you want the business to hold. Then, detail how your marketing objectives will either
allow you to hold that position (if at the top) or reach the desired position.

USP & Key Differentiators

(USP is your business’ Unique Selling Proposition. This is what your business does for the
customer that gives you an edge over the competition. Refer back to this when developing the
message you want this marketing strategy to convey to your customers.)

Our USP: We offer a service that is easy on our customers’ cars, easy on their wallets, and easy
on the environment.

(Key Differentiators are specific things that your product/service does to back up the USP.)

               New and nearly new, well-maintained machines
               Energy efficient machines
               High quality wash for a low price




© Copyright 2011 Docstoc Inc.                                                         12
  Implementation and Control

  Implementation

  (Use this table to outline the specific actions (include dates and the roles and responsibilities of
  key players) that will be used to implement your marketing strategy.)

Role - Responsibilities           Owner              Oversight       Deadline/Frequency

Curbside Appeal                   J. Gilbert                         February 2012

    -Building signs               Print Shop         J. Gilbert      December 2011
design/print

    -In-bay signs explaining      J. Gilbert                         December 2011
energy-efficient measures




  © Copyright 2011 Docstoc Inc.                                                             13
Control

(Use this table to outline how your company will evaluate the effects and effectiveness of your
plan.)


     Activity                   Performed by              Frequency

     Staff Performance          J. Gilbert                Annually
     Evaluation

     Salary and Incentive       J. Gilbert                Annually
     Review

     Measure Results            J. Gilbert                Monthly/Quarterly/Annually
     Against Projections




© Copyright 2011 Docstoc Inc.                                                          14
Financial Forecast

Break-even Analysis
(Use a table, graph or chart that can accurately capture your business’ break-even analysis.)

Operating Expenses

Fixed Costs                                                1,000,000
Variable Costs                                                    40%

Break-even Revenue – rounded                               1,670,000

Required Total Revenue                                     1,670,000
Assumed Product Revenue                                           75%
Required Product Revenue                                   1,272,500



Sales Forecast

                 Dec               Jan          Feb          Mar            Apr
SALES
Washes           $8,000            $10,000      $12,000      $12,500        $12,500
Soaps            $2,000            $2,500       $3,000       $3,500         $4,000
Waxes            $650              $700         $750         $800           $850
Total Sales      $10, 650          $13,200      $15,750      $16,800        $17,350



Cost of Marketing

      Year                2010               2011           2012              2013
   Spending               $3,130             $4,870        $7,220            $9,810
    Growth                                   55.6%         48.3%              35.9%




© Copyright 2011 Docstoc Inc.                                                         15
Conclusion
(Two or three sentences to wrap up all the information and bring this plan to a close.)

We have considered our situation as a business, and we have identified the revenue we
reasonable believe to be attainable. By examining our position in the market, by identifying our
customer base and viable ways to reach them, and by creating a plan to notify them of the
changes we have made to ensure that we offer the highest quality service, we have identified a
successful way to beat our competition and to meet our customers’ needs.




© Copyright 2011 Docstoc Inc.                                                             16

								
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