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MARKETING PLAN

INTRODUCTION
CAR WASH is a company dedicated to the service car wash at home helping
our customers to optimize time.
The Car Wash is seeking to solve the problems perceived by customers in the
common washing machines offering the service at home. Besides having to
customers who want the service within our extra service facilities cyber-cafe.
Our service will be made with machine and biodegradable products that aid in
the washing process and especially in confined consume minimal amounts of
water.
Although there are many car washes in our city do not believe they are our
direct competition and that we differ is the first company to offer this service
at home.
CAR WASH will be located in Sauces 9 Av Isidro Ayora frente a la Espaola in
the city of Guayaquil and meet the needs of the northern sector of it.
We conclude that our target market has a lot of car park where we hope to
achieve great success.
We hope to reach a total brand positioning in the target consumer and the
service we offer is focused on innovative and efficient for people who are
responsible for washing your car.
Our advertising will be coming to our consumers over 18 years through flyers,
advertising, major newspapers. Radio, TV, social networks.



GENERAL PURPOSE
Our company aims to cover the upper middle class
economically. The goal is to become recognized by at
least 40% locally at a time when an estimated time of
2 years, with a staff professional and trained in the
area to meet customer needs. We have a capital.......

SPECIFIC OBJECTIVES
Achieve the best performance of our staff, always oriented to
customer satisfaction.

Providing ongoing training to our employees for optimum
performance and achievement of goals and business skills

Ensure the comfort, security and tranquility of the service
performed to the vehicle guarding their belongings.

Achieve the best customer experience in our company, more and
more as a result of a pleasant moment.

MISSION
Car wash is a services company that
offers services of car wash.
Our mission is to provide the best
service and beautification of washing
cars and making sure our customers
have total satisfaction with the services
that we offer since each moment
carefully made sure of the details of
your car.
VISION
Being leaders in national and
international markets, providing
quality service, using the best
products to care for your car.
VALUES
Honesty
Our customers always have the assurance that their
cars will be delivered in the same way as they were
received with their belongings.
Quality Service
Using quality products for our customers feel
satisfied with our service
Teamwork
Help in that cans between workers to provide good
service so
Customer Satisfaction
Trying to meet the expectations satisfy customer is
the best way possible and to feel at home
Personal Attention
Provide good customer service and make you feel
very comfortable during the wait for the car wash
service
DESCRPTION OF THE COMPANY
It is now necessary that car wash services for vehicles
and buses. It also takes the relationship with car wash
along with your customer care and treatment as this leads
to our first customers to come back and know that we are
committed to their car care, and especially with the
satisfaction of our customers.
Car wash consists of: vacuum the car, wash rugs, wash
the car before washing with soap, washing with soap after
soap and rinsing, drying of car cleaning and polishing
wheels and clean glass and board. This process has a
time in a compact car about 45minutes, but in a taxi
delivery time is 20 minutes.
We are to located in SAUCES 9 AVENIDA ISIDRO
AYORA FRENTE A LA ESPANOLA

MARKET ANALYSIS AND
COMPETITION
PORTER FORCES
RIVALRY IN THE INDUSTRY
INVESTMENT REQUIRES
We have a high investment due to the purchase of
equipment for washing, mobile units, logistics and adaptation
works in the central office computer.
COST
After having recovered our initial investment, our profit
margins will be higher.
DIFFERENTIATION OF SERVICES:
Due to the innovative idea of service differentiation of our
product will be marked by an optimal marketing and
advertising plan.

PORTER FORCES
RIVALRY AMONG COMPETITORS

PERSONALIZED ATTENTION IMMEDIATELY
We settled on the availability of time and space for them on time, security and trust,
seven days a week.
DIVERSITY OF COMPETITORS
We can mention two categories: washing stations roller system, washing facilities
hand washing. It is impossible to quantify the number of competitors that exist
because of the vast informal sector at the time of providing this service.
Customer loyalty
It is possible that consumers may show little accessible because of loyalty to an
establishment.
Conditions of costs
the price of service may vary depending on the type of vehicle and type of washing
requirement and so we differ with lower prices because our costs are low despite the
high investment.

PORTER FORCES
BARGAINING POWER OF CUSTOMERS
Number of buyers
Due to the chosen segment is in the range of 18 - 70 years, we can say that the
market exists in a number high enough attractive to buyers.
Sensitivity of prices
Because of the extensive competition in the automotive cleaning market price
ranges between competitors are very narrow, that is why we think a noticeable gain
market share through differentiation.
Ability to replace
Consumers have a great opportunity to replace but not with the same service we
offer, and we are the only company that provides this service at home, minimizing
replacement power
Costs of substitution
Nominal Perhaps not significant, but if in real terms since we are offering time
savings and convenience
RIVALRY IN THE INDUSTRY
Investment required
COST
DIFFERENTIATION OF SERVICES
RIVALRY AMONG COMPETITORS
BARGAINING POWER OF
CUSTOMERS
Number of buyers
Sensitivity of prices
Ability to replace
Costs of substitution

BARGAINING POWER OF
SUPPLIERS
Number and size of providers:
Ability to replace
Cost of Change

SUBSTITUTE PRODUCTS
LAUNDRY CENTER
IN WASHING STATIONS
CASUAL CLEANERS
PERSONAL WASHING

RESULTS OF THE ANALYSIS OF
THE FORCES OF PORTER
DODI CAR WASH is a company with more
opportunities to grow because it is one of
the first companies in our city home. So we
have more advantages for people to know
us better facility.
SWOT
STRENGTHS
1. - Trained staff for advice to clients.
2. - Location of the local strategic
3. - Have advertising information and
knowledge
4. - Affordability
5. - Our staff is trained in the respective
areas of work.

SWOT
OPPORTUNITIES
1. - Take advantage of the flaws that
leave the competition in the market
2. - Establish promotions on holidays
3. - Acquisitions Intense Competition
4. - It is easily accessible
5. - The hours are convenient

SWOT
WEAKNESSES
1. - Promotion of competition
2. - Lack of innovation in promotions
3. - Negative Publicity
4. - Not having specialized machines
for the job

SWOT
THREATS
1.-The local recognition is reflected
by some accelerated growth
2. - The continuous supply local
demands for customer gain
3. - Entry of new market local
4. - Informal competition

BCG
STAR: The car wash with biodegradable products is a new product on the market with rapid growth
in a society that is gradually more concerned about protecting the environment, so it also needs
much investment as the products used are manufactured with new technology. And the return is not
soon because of customer awareness takes time


QUESTION MARK: The car wash product at home is our problem because it requires enough
investment on our part, and is likely to generate profitability and we are not requiring a large staff,
and will not always have everything you need with what account in establishing itself

CASH COW: The traditional car wash we represent a good return without investing a lot since the
service is already positioned in the market and has a need in the consumer society.

DOG: Applied silicon panels doors and interior details. It applied once a year. That's why it is not
profitable because it is rarely applied in the year but not much is invested, not much is gained.

MATRIX ANALYSIS AND RESULTS
STAR: The car wash with biodegradable products is a new product on the
market with rapid growth in a society that is gradually more concerned
about protecting the environment, so it also needs much investment as
the products used are manufactured with new technology. And the
return is not soon because of customer awareness takes time
QUESTION MARK: The car wash product at home is our problem because
it requires enough investment on our part, and is likely to generate
profitability and we are not requiring a large staff, and will not always
have everything you need with what account in establishing itself
CASH COW: The traditional car wash we represent a good return without
investing a lot since the service is already positioned in the market and
has a need in the consumer society.
DOG: Applied silicon panels doors and interior details. It applied once a
year. That's why it is not profitable because it is rarely applied in the year
but not much is invested, not much is gained.

DEFINITION OF TARGET OR
TARGET GROUP
Age: based on people over 18 who would become in our
society the elderly, which in theory are capable of having a
driver's license and therefore access to a vehicle.

Income: income people and to economic opportunities.

SURVEY DESIGN
1. Would you want to wait for their car wash service is provided additional services such
as:?
Snacks
Internet
Others
2.How long would be willing to wait a car wash?
Half an hour
1 hour
2 hours
None of the above
3.How often do you wash your car?
Once a week
Twice a week
none of the above
4. You wash it or pay for washing?

Would rather go to a car washing
Prefers to wash yourself
5. Are you prefer a wash at home?
Yes
Not

6. If your experience is good you recommend to others?

Yes
Not
7. Which of these services you use most often:

Basic Wash
Tires and Wheels
Body Wash interior (luggage, doors)
Applied silicon panels, doors and interior trim, shift knob handbrake.
8. What time lost in washing the car?

1 hour
2 hours
3 hours
none of the above
9. How often would use our service?


Often
From time to time
1 time per month
None of the above
10. Are you willing to pay for a car wash service?

1. Would you want to wait for their car wash service is
provided additional services such as:?
SNACKS
34%
INTERNET
35%
OTHERS
31%
2.How long would be willing to wait a
car wash?

21%
54%
14%
11%
HALF AN HOUR 1 HOUR 2 HOURS NONE OF THE ABOVE
3.How often do you wash your car?
NONE A WEEK
61%
TWICE A WEEK
29%
NONE OF THE
ABOVE
10%
4. You wash it or pay for washing?

64%
36%
WOULD RATHER GO TO A CAR WASHING Prefers to wash yourself
5. Are you prefer a wash at home?

92%
8%
YES NO
6. If your experience is good you
recommend to others?

YES
NO
7. Which of these services you use
most often:

BASIC WASH
TIRES AND WHEELS
BODY WASH INTERIOR
APPLIED SILICON PANELS
8. What time lost in washing the car?
1 HOUR
2 HOUR
3 HOUR
NONE OF THE ABOVE
9. How often would use our service?

OFTEN
FROM TIME TO TIME
1 TIME PER MONTH
NONE OF THE ABOVE
10. Are you willing to pay for a car
wash service?

RESULTS
The results are excellent for us as it is novel in the city
this way of providing services to customers. Besides
that for clients who do not want the services at home
it can be delivered at our facilities and will have access
to an internet - bar.

STRATEGIC PLANNING
PRICE
After careful analysis of this region's car wash operator's pricing
practices, we crafted a pricing strategy that we believe more
closely aligns service with price. Our system incorporates a three
tier pricing scheme. In accordance with our pricing strategy, our
MEDIUM WASH $ 20.00 our TOTAL WASH $15.00 , and our
EXTERIOR WASH $13.00 Additionally, we will provide customers
the option to build their own wash package from a list of individual
service options offered. These options will range in price from
$1.00 to $3.00. We plan to charge $1.50 per 4.5 minute cycle in
our self-service facility, and $.50 per 4.5 minute cycle for the
vacuum service, which is in line with the prices that are currently
being charged by the majority of the region's self-service facility
operators.

STRATEGIC PLANNING
DODI CAR WASH is located in front of
Spanish is an appropriate place that is
excellent enviromental and well-known

STRATEGIC PLANNING
DODI CAR WASH will be promoted in all
communication networks, flyers, media,
facebook, hotmail, twitter

STRATEGIC PLANNING
CAR WASH DODI provides a home
service that is competitive because it
is a sale at low prices

PRODUCT PORTFOLIO AND
SERVICES OFFERED
MEDIUM WASH $ 20.00
Washing sparkling
Clean wheel rims detailed
Application of Sealer Wax
Polish Application of Foam Conditioner
Cleaning entre puertas
Finishing and Detailing Hand
Vacuum Interior
Vacuum the trunk area
Cleaning Dash, Crystals
Application of vinyl conditioner
Armor-All
Fragrance Autospeed

SEGMENTATION STRATEGY
TOTAL WASH $15.00
Washing sparkling
Clean wheel rims automatic process
Vacuum inside
Glass Cleaning Dash
Cleaning Entrepuertas
Application of Sealer Wax
Polish Application of Foam Conditioner
Application of Armor-All
Termination by hand

SEGMENTATION STRATEGY
EXTERIOR WASH $13.00
Washing sparkling
Cleaning of Hoops by automatic process
Application of Sealer Wax
Polish Application of Foam Conditioner
Application of Armor-All
Termination by hand
Total Body protectant

SEGMENTATION STRATEGY
EXPRESS WASH $ 11.00
Washing sparkling
Cleaning of Hoops by automatic process
Armor-All
Application of Sealer Wax

EXPRESS MEDIUM WASH $9.00
Washing sparkling
Cleaning of Hoops by automatic process
Armor-All

ECONOMY WASH $ 5.95
Washing sparkling
Cleaning of Hoops by automatic process


OBJECTIVE OF THE STRATEGIC
Be better and win more territory and
in the future have branches.
Having regular customers

HOW?
Known to us in our city, providing a
good quality service.

POSITIONING STRATEGIES
Car wash DODI to position themselves as the premier hand auto
washing service provider in the north of Guayaquil This positioning
will be achieved by leveraging their competitive edge:

Car wash has put a great deal of emphasis on creating a system
that is both fast and efficient, which will keep costs, in terms of
time spent per car, to a minimum.


ADVERTISING AND PROMOTION
STRATEGIES
CONCLUSIONS
Our company is optimal to give
excellent generate profete while
working place with good salary

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