Always bear in mind that your own resolution to succeed is more important than any other thing

Abraham Lincoln

Overview Objectives Strategies

Branding Destination Commercial Private Label Expansion

Appendix
Sales Budget Income Analysis Sheet Advertising & Promotion Budget

The aim of this plan is to make sure that all elements of the professional marketing mix 4Ps (Product, Price, Place, & Promotion) + CCS (Customer sensitivity, Customer Convenience, & Service) are adequately fulfilled and accomplished. To do the job right, a convincing R&D & public relations should be added to the said marketing mix. In short, our mission is to specify what we have to do to bring customers in and what we have to do to make them come again, & again, & again By realizing the qualities of this Mission, SELLING will be met spontaneously.

Rest assured the difference between many, a success & failure is the market planning and nothing else
Jay Conrad Levinson.

Due to the nature of MAXIMUS project, we followed the logical sequence of presenting such a phenomenal service project.

MAXIMUS is a brand, lifestyle, modernity, affordable prestige status, self-pampering & everlasting enjoyable experience.

1. Conceptualize a new image of CAR-CARE industry. 2. Attract, retain, & develop the highest possible range or profitable customers. 3. Strengthen perceived values of MAXIMUS. 4. Expansion and recognition of MAXIMUS brand Kingdome wide, regional.

5. To own the service-tainment category and to position MAXIMUS as a leading social developer model.

1. Branding Strategy:
To create emotional attachment, feeling of involvement, a sense of higher and distinctive quality and an aura of benefits that surround MAXIMUS.

2. Destination Strategy:
To create a compulsive attitude that leads to a spontaneous behavior by the consumer towards MAXIMUS.

3. Commercial Strategy:
Includes pricing policy, price structure, Sales budget, & A&P Budget.

4. Private label Strategy:

To commercialize the success of MAXIMUS brand. It is a branding reinforcement stage.

5. Expansion Strategy:
To create multiple and flexible MAXIMUS concepts, covering various market segments and consumer expectations.

6. Social message Strategy:

Continuous creation of unique services & benefits Saudization opportunities, cooperation with charity and non-profit organizations.

GRAND

OPENING

SOFT OPENING

PRE-

OPENING

PREOPENING

Objective:

Name Establishment

Target Audience: All consumers categories. (Word of mouth, all consumers are potential MAXIMUS conductors & broadcasters) Communication: Only the name and logo of MAXIMUS will be appeared, printed, or announced.

PREOPENING

-90

-45

+30

:1 Tool

MBC FM Timing, Frequency, Cost: TBC :Suggested Messages -

... . - . . .
PREOPENING

09-

54-

03+

Tool 2: Tool 3:

Sight Fence: SMS. MMS:

Exact MBC FM message must be printed on the fence.

Tool 4: Tool 5: Tool 6: Tool 7:

Messages displaying project image & message. LBS: Location Based Service. Newspapers: Okaz & Riyadiah. Internet: Emails, Banners, MSN Arabia. MAXIMUS Website. Teasing Brief. Toll-free number

PREOPENING

-90

-45

+30

Objective:

MAXIMUS Description & Benefits

Target Audience: Male from age 18 - 35 . Communication: MAXIMUS Logo, name and Photo or watermark of the project will be appeared, printed, or announced.

PREOPENING

-90

-45

+30

:MBC FM Timing, Frequency, Cost: TBC :Suggested Messages ... . ... ... ... .... . ... ..... ... . ... . ... ... ... .... ... ... .. ...

:1 Tool

PREOPENING

09-

54-

03+

Tool 2:

TV:

(Optional) 3D Movie Timing, Frequency, Cost: TBC MBC2, MBC4, Rotana, One TV, AlArabia, or CNBC Arabia. Exact MBC FM message must be printed on the fence.

Tool 3:

Sight Fence:

Tool 4:

SMS. MMS: LBS:

PREOPENING

Displaying project image & message. Location Based Service.

-90

-45

+30

Tool 5: Tool 6:

Newspapers: Loose insert:

Okaz & Riyadiah. Sport papers & Magazines.

Tool 7:
Tool 8:

PR:
Megacom:

Editorial in Sport papers & Magazines.

One or Two faces on AlMalek road close to MAXIMUS Location. Emails, Banners, MSN Arabia.

Tool 9:

Internet:

PREOPENING

-90

-45

+30

Tool 10: Tool 11:

MAXIMUS Website: Teasing Brief. Toll-free number

PREOPENING

-90

-45

+30

Objective:

Irreproachable Grand Opening

SOFT OPENING

-90

-45

+30

Tool 1:

Internal preparation Staff training - refreshing course. (Standard training must be completed 3 months prior to grand opening). Training Manual is essential. KEYS will participate in manual preparation. Everything is in the right place at the right time. Overall and specific controls. Adequate materials and staff. Efficiency and speed check. Troubleshooting procedures.

SOFT OPENING

-90

-45

+30

Tool 1:

Internal preparation Error corrections. Under pressure behavioral test. (Staff, labor, equipments, ETC) All shop lessees must be aware of what MAXIMUS is standing for and must be fully prepared for the grand opening in terms of exclusive gifts or offers, promotions, etc Pricing Test. All the above can be dully tested, measured and corrected by using rent-a-car fleet.

SOFT OPENING

-90

-45

+30

Tool 2: Tool 3: Tool 4:

Tool 5:
Tool 6:

Sight Fence Plazma screens: The story of MAXIMUS Car glass stickers: MAXIMUS name and message. MBC FM: To announce the grand opening date. SMS: To announce the grand opening date.

SOFT OPENING

-90

-45

+30

Tool 7:

Newspapers:

Full premium pages ie. Okaz, Riyadiah, etc.. to announce the grand opening.

The ad must represent a full view of MAXIMUS project in addition to MAXIMUS logo. Message such as:

SOFT OPENING

-90

-45

+30

Objective:

It is essential to avoid conducting the classical grand opening ceremonies. MAXIMUS and the whole mall is operating normally & professionally. No consumer barrier is allowed.

This grand opening strategy is : Likely to reduce pressure and hallow effects on all employees. Boost employees morale, efficiency, and enthusiasm.

GRAND OPENING

-90

-45

+30

Mechanism:

Invitation cards: Everyones invited. The card design must reflect the image of MAXIMUS. PR: Comprehensive and focused event. (Official local press, sport and teenagers press journalists, Car dealers) Mega Visibility: Giant gift ribbon covering the whole building with the following text printed:
GRAND OPENING

-90

-45

+30

Mechanism:

Fence Removal. We have to make sure that all car slots are busy and fully operational.

GRAND OPENING

-90

-45

+30

Objectives: MAXIMUS where you want to be!!! ... Benefits: On-going unique services Friendly and warm atmosphere Having good times. Value for money

-45

+30

3 Months later

MONTH 1

MONTH 2

MONTH 3

MONTH 4

MONTH 5

MONTH 6

MONTH 7

MONTH 8

MONTH 9

MONTH 10

MONTH 11

MONTH 12

Membership Card: Golden, Silver, & Bronze Customer benefits: Attractive price for all MAXIMUS center facilities. Golden Card Price: Period: Benefits:

Pre-paid card: 12 Months Card Price: Benefits:

12, 6 months card

WHY BOTHER YOUR SELF?

SAR2,500 1 year 4 detailings, 24 Carwash, Internet Access, 25% discount on all purchases form MAXIMUS Center Shops, 20% discount on health club and other extra services provided by MAXIMUS center. Complimentary drinks for two persons when washing or detailing. Member is entitled for one or two valuable gift a year. (Random ruffle draw for golden members only)

SAR1,500 20% discount on carwash and detailing. Member is entitled for one valuable gift.

Free transportation of car from/to consumer's residence. For complete car wash and detailing.

LAUNCHES

6 Months Card: Price: Benefits:

TBC TBC

SUV LOVERS CLUB

Silver Card: TBC Bronze card: TBC MAXIMUS PRIVATE LABEL PRODUCTS

Detailing Promo

Detailing Promo With every detailing Football Game on a DVD

Detailing Promo With every detailing Football Game on a DVD

Detailing Promo With every detailing Football Game on a DVD

Detailing Promo With every detailing Football Game on a DVD

Detailing Promo With every detailing Football Game on a DVD

Detailing Promo With every detailing Football Game on a DVD

Detailing Promo With every detailing Football Game on a DVD

Detailing Promo With every detailing Football Game on a DVD

Detailing Promo With every detailing Football Game on a DVD

Detailing Promo With every detailing Football Game on a DVD

Detailing Promo With every detailing Football Game on a DVD

PROMOTIONS

With every detailing Football Game on a DVD

-45

+30

3 Months later

MONTH 1

MONTH 2

MONTH 3

MONTH 4

Membership Card: Golden, Silver, & Bronze Customer benefits: Attractive price for all MAXIMUS center facilities.

Golden Card Price: SAR2,500 Period: 1 year Benefits: 4 detailings, 24 Carwash, Internet Access, 25% discount on all purchases form MAXIMUS Center Shops, 20% discount on health club and other extra services provided by MAXIMUS center. Complimentary drinks for two persons when washing or detailing. Member is entitled for one or two valuable gift a year. (Random ruffle draw for golden members only)
Silver Card: TBC Bronze card: TBC

LAUNCHES

-45

+30

3 Months later

MONTH 5 Pre-paid card: 12 Months Card Price: Benefits: LAUNCHES

MONTH 6 12, 6 months card

MONTH 7

MONTH 8

SAR1,500 20% discount on carwash and detailing. Member is entitled for one valuable gift.

6 Months Card: Price: TBC Benefits: TBC

SUV LOVERS CLUB

MAXIMUS PRIVATE LABEL PRODUCTS

-45

+30

3 Months later

MONTH 9

MONTH 10

MONTH 11

MONTH 12

WHY BOTHER YOUR SELF? Free transportation of car from/to consumer's residence. For complete car wash and detailing. LAUNCHES

SUV LOVERS CLUB

MAXIMUS PRIVATE LABEL PRODUCTS

-45

+30

3 Months later

MONTH 1 DETAILING Promo

MONTH 2 CARWASH Promo

MONTH 3 DETAILING Promo

MONTH 4 CARWASH Promo

MONTH 5 DETAILING Promo

MONTH 6 CARWASH Promo

PROMOTIONS

With every detailing

With every detailing

With every detailing

With every detailing

With every detailing

With every detailing

DVD: FOOTBALL GAME

CAP

BEACH TOWEL

THERMOS MUG

INTERIOR CAR
ACCESSORY

MUG

-45

+30

3 Months later

MONTH 7 DETAILING Promo

MONTH 8 CARWASH Promo

MONTH 9 DETAILING Promo

MONTH 10 CARWASH Promo

MONTH 11 DETAILING Promo

MONTH 12 CARWASH Promo

PROMOTIONS

With every detailing

With every detailing

With every detailing

With every detailing

With every detailing

With every detailing

CAR AIR FRESHNER

PRAYER CARPET

DUFFLE BAG

BALLPOINT PEN

SPORTS T-SHIRT

SUN SHADE

-45

+30

3 Months later

1. Pricing Policy: MAXIMUS is an outstanding car service-tainment center. The qualitative and quantitative services provided by MAXIMUS are not available in the market. The price positioning of all services furnished by MAXIMUS must be higher than the market ones by at least 50% for car wash and 20% to 25% for car detailing. It is very important to closely monitor the consumers response Vs. services prices and the projects qualities as a whole. Should the prices be lower than consumers expectations, and sales goes 25% over target, it is highly recommended to increase the prices by 10% to 15%.

2. Price Structure: A&P Allowance Net Profit

Operating Expenses

2. Sales Budget: 3. Income analysis sheet: 4. Advertising & Promotion Budget:

5. Lessees contribution: Lessees should introduce unique and exclusive products / services in MAXIMUS center. Lessees should participate in major promotional activities determined by MAXIMUS center. Lessees undertake all decoration works pertaining to their outlets or selling areas. The rent for any given space should not be less than SAR40,000.00 per annum.

1. Products Range: MAXIMUS Gentle Car Shampoo MAXIMUS Soft shiny Wax MAXIMUS Protective Leather Wax MAXIMUS Car Perfume MAXIMUS Cloth MAXIMUS Furniture Protector MAXIMUS Glass Cleaner

2. Distribution: MAXIMUS Center. Supermarkets Car accessories shops.

3. Supporting POS Materials: Personalized stands: Flexible shape, wooden or carton. (Medium and Large) Brochures and D.I.Y. instructions Posters and in-store animations. (Danglers, banners, etc).

4. Price Positioning: Since the MAXIMUS Private Label is a quality product, the price positioning should not be less than 20% over market prices.

REGIONS OUTLET TYPE DESCRIPTION W Full-fledged MAXIMUS Concept Same flag-ship services with 50% less of the total space Car wash, detailing services, & car accessory outlets. Car-wash, detailing, snack & coffee. Car-wash, detailing, snack & coffee. TOTAL 1 2 3 4 10 20 C 1 2 3 4 10 20 E 1 1 2 3 5 12 TK 3 5 8 11 25 52 Prestigious and highly visible Traffic, populated, & close to commercial malls. Main roads Recommended Locations

Flagship Anchor Satellite Express Franchise

Highways, close to highway service center.

Close to maintenance centers, or highly populated area

Studied and prepared by:

Omar Kanawati
Managing Director

PRO-ACTIVE MARKETING SOLUTIONS