DirtBusters

DIRTBUSTERS

MARKETING PROJECT

BUSINESS PLAN

SUBMITTED TO

MR. TATHAGATA GHOSH

Icfia Foundation For Higher

Education

SUBMITTED BY

Praveen Sharma(60) 13BSPHH010439

Dikshant Goyal (62) 13BSPHH010186

Mudit Bhargava (58)

Ronu Antony(63)13BSPHH010848

Saurav Jain(59) 13BSPHH010849

Raghav Mittal (61)

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DirtBusters

EXECUTIVE SUMMARY

In India, mainly in metropolitan cities the disposal income of people is growing and with

increase in income there is a growth in the living standard. People today spend a large part of

their income on luxury goods and services.

The vehicle detailing business is doing exceptionally well these days. People love their cars, and

are ready to spend an extra penny to keep them in best of the conditions as its shows there status

and are attached to their esteem. This is by no doubt the largest industry as almost everyone

today has at least one car in a family. Thus seeing this huge market we bring the daily carwash

service. The car wash industry special daily wash is highly unorganized and here we bring on an

initiative to tap this sector and make it organized. As for now there is no such service provided in

any part of the country thus we will have the first mover advantage and th1e huge market base

make the sector highly profitable. Another reason for it being a lucrative business is that it does

not involve a huge investment. This business requires investment only in the high grade car wash

equipments. We will be using top grade machines capable of accomplishing the requirements of

excellent cleaning results, customer satisfaction and a flourishing car detailing business. The

machine will provide the desired result without causing the slightest damage to the car surface.

The machine use steam vapor to clean the car. Steam Vapor technology is chemical free and

deep cleans vehicle surface. It is the only car wash system in the world that can completely

disinfect vehicle interiors. Steam vapor can also sanities vehicle ventilation and air conditioning

systems. Steam Vapor is safe on all modern vehicle interior and engine bay electronics. The

machine is totally eco friendly.

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DirtBusters

COMPANY PROFILE

Name of the Company DirtBusters

Type Partnership Firm

Industry Automotive Service

Founded 20th January, 2014

Founded by Praveen Sharma

Headquarters Hyderabad

Area served Hyderabad

Key personsPraveen Sharma, Dikshant Goyal, Saurav Jain,

Mudit Bhargava, Ronu Antomy, Raghav Mittal

Website DirtBusterscar.co.in

COMPANY’S MISSION

“TO TAKE CARE OF YOUR CAR, TO TAKE CARE OF YOUR ESTEEM.”

COMPANY’S VISION

“Our company will change the way you think about a carwash. Full service comfort, friendly

staff, and the best prices give you an experience that will leave both you and your car glowing.”

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DirtBusters

MARKETING

PRODUCT

Major services are exterior wash, exterior and interior cleaning, waxing, underside cleaning and

premium detailing- polishing by hand. The company will basically provide 3 kinds of services as

follow:

Daily Car wash Service- In this we will wash your car on daily bases every morning before

you leave for you workplace for a monthly charge.

Special Order Complete Wash- In this we will give your car a complete wash - exterior,

interior and engine clean at your convenience of place and time.

On the Go- We plan to give your car a quick wash on the way to your office. The customer

just has to halt for a max. of 10 mints and we will wash the car with our mobile wash system.

PRICING

We go for value based pricing and thus keep our prices really low to capture the large market

base. The prices for each services are as:

Daily car wash service- A monthly charge of just Rs.800.

Special order complete wash- Per visit charges will be Rs. 500.

On the Go – Rs.100 per wash.

We would keep our prices low, following Penetration Pricing strategy where the price of a product initially will be set at a price lower, to attract new customers. The strategy works on the expectation that customers in India are highly price sensitive. Penetration pricing is most commonly associated with a marketing objective of increasing market share or sales volume, rather than to make profit in the short term. The price will be raised later once this market share is gained.

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DirtBusters

ADVERTISEMENT AND SALES PROMOTION

For advertisement and sales we will tap all the available mediums. The details of all the modes

with their advantages are as follows:

Medium Advantages

Newspaper Flexibility, timeliness, good local market coverage; broad

acceptance, high believability

Television Combines sight, sound, and motion; appealing to the senses;

high attention; high reach

Direct mail Audience, selectivity, flexibility, no ad competition within the

same medium, personalization

Radio Mass use, high geographic selectivity, low cost

Magazines High geographic and demographic selectivity, credibility and

prestige high quality reproduction, long lifr, good pass along

readership

Outdoor Flexibility, high repeat exposure, low cost, low competition

Yellow Pages Excellent local coverage, high believability, wide reach, low

cost

Newsletters Very high selectivity, full control, interactive opportunities,

relative low costs

Brochures Flexibility, full control, can dramatize messages

Telephone Many users, opportunity to give a personal touch

Internet High selectivity, interactive possibilities, relatively low cost

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DirtBusters

TARGET CUSTOMERS

We plan to target the largest population of our country the fast, impatient, time valuing,

materialistic and want it all done quickly generation X. We plan to give them all they desire, a

quick, fast and best solution to their car needs. We plan to cater to the most desired need in the

youth that is to be looked by others as a savvy customer.

We plan to target all the car owners in the city specially the youth working with multi-nationals

companies to whom perfect with effectiveness is of prime importance.

This car wash business will be based in Hi- Tech City, Hyderabad. This area has a number of

benefits in terms of markets that it will provide for the business. Many people in these areas

(hitech and banjara) own new cars and luxury cars and place great value on their cars and how

they look.

The type of the car that a person owns says volume about their driving, and therefore about their

car washing and detailing requirements. We will be targeting the following car owners:

1. New Car Owners: Owners of newer cars are most likely to use a hand car washing

service. These owners take great pride in their cars and will bring them often to the wash and

detail service. The goal with these customers is to promote regular use of the wash and detail

service. The aim is to inform these customers that our car washing service will keep their car

looking as good as it did the day they bought it.

2. Older luxury car owners: These people have either owned their high-end luxury cars for

several years or are unable to afford the expense of a new luxury car but want the feel of relaxed

driving. Both of these groups want to keep their cars in the best shape possible. Those who have

bought second-hand cars will often spend many hours in their cars and will place high

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DirtBusters

importance on keeping their cars looking good. These owners will bring their cars in for regular

washes and occasional details.

3. Sports car owners: These people are often younger or middle-aged men and will

regard the look of their car as important. They will also pride themselves on the look of their car

and will have their car hand washed (at least) weekly. These drivers will have an occasional

detail, but will keep their cars so clean the detail will not be necessary very often.

4. Lifetime owners: Many of these people have owned their cars for more than five or six

years, and are more likely to be women. They are attached to their cars as friends and though it

may be more sensible for them to purchase a new car, they will bring their car in for a wash

occasionally, just when the car is dirty. They like their cars to look presentable, and want to keep

it in good shape but are not tied up in the look of their car. For this reason, they will not have a

detail carried out on their car unless they are selling it.

5. Dealerships: There are five new and used car dealerships within three miles of the

proposed location of our business. These dealerships often use outside car wash services to detail

their vehicles before they are put up for sale.

6. Local businesses: Some local businesses have fleets of cars and small vans that must be

kept clean to maintain their company image. These businesses will be looking for a cost

effective, efficient car washing service to perform this service, and will prefer to use a car wash

service during the week rather than during weekends, like the general public.

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DirtBusters

BRANDING

Brand Name: DirtBusters

Brand logo:

Brand slogan: DirtBusters Car Wash Makes It Shine,

So Get Your Car Washed by DirtBusters every time.”

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DirtBusters

Our current position and where we plan to reach

LEADERSHIP

NEW

ERODING

Being a new company we currently are situated at the bottom-left corner of the brand

performance matrix but the high potential for growth and by building energy and relevance we

will very soon position ourselves in the top-left corner (momentum) and then working hard on

marketing our service we will create high brand strength and high brand stature thus reaching the

top-right corner becoming the leader.

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MOMENTUM

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StatureEsteem and Knowledge

DirtBusters

VALUE PROPOSITION

“Providing a clean and safe drive”

DirtBusters promises to deliver the best car wash experience in the shortest of time. What we

promise is effectiveness and efficiency. We provide a car wash and other car solutions anywhere

at your convenience in the best and quickest way saving you time and thus money.

Key benefits:

The fastest car clean anywhere anytime.

Best interior clean.

One stop solution to all your car décor needs.

Our POD’S

The system uses a maximum of 4 liters’ of water to wash an entire vehicle.

The system can be configured for 2 to 4 operators to work simultaneously.

It is the only car wash system in the world that can completely disinfect vehicle interiors.

Steam vapor can also sanities vehicle ventilation and air conditioning systems.

Steam Vapor is safe on all modern vehicle interior and engine bay electronics.

Vehicle engines can be cleaned even while hot.

The Steam Vapor machine only uses 400w of 220v power or 1 liters’ of diesel per hour,

per hose.

The system can be used as a mobile or fixed operation unit.

The machine has an onboard water reservoir as well as facilities to plug in permanent

water feed.

The steam pressure is generated to a maximum of 10 bars.

Steam Vapor technology is chemical free and deep cleans vehicle surface.

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DirtBusters

COMPETITION

The company Dirt Busters being the first mover doesn’t face direct competition from anyone.

But as we plan to organize the unorganized daily car wash sector it does become a competition.

This unorganized sector comprises of anyone and everyone who wash or sweep your car in the

morning from your security guard to your domestic helper to anyone who come to your locality

to wash the cars. We plan to take this competition head on by be being a Creative Marketers

providing better service at cheaper rates, give our customers all they desire, a quick, fast and

clean looks to their car removing all the service flaws of this unorganized sector by fulfilling not

just their stated need but also their unstated and delight needs giving them feel of a savvy

customer, thus by being a Proactive Market-Driving Firm.

For future competition: - We plan to follow the strategy by occupying the most desirable market

space in the customer’s mind, making the brand almost impregnable. To achieve this we plan to

target a new city every 2 year thus covering the largest share and spreading the name, making the

brand a national brand.

SWOT Analysis

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DirtBusters

Financial Planning

Inflow

Initial investment ₹ 15,00,000.00

Outflows

Fixed Cost

Security for Lease ₹ 50,000.00

Machinery and Tools ₹ 10,00,000.00

Second Hand Van ₹ 50,000.00

Setup and Infrastructure Cost ₹ 1,00,000.00

Initial Working Capital ₹ 2,00,000.00

Total initial outflow ₹ 14,00,000.00

Semi-Variable Cost

Rent ₹ 20,000.00

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DirtBusters

Labour Wages ₹ 85,000.00

Office and Administrative Expenses ₹ 15,000.00

Variable Cost

Service Cost per Vehicle ₹ 20.00

Travelling and repair and maintenance Cost(per month) ₹ 12,000.00

Cash in hand (kept for speculative purposes) Rs.1,00,000

Pricing

For Contract base daily

service

₹ 800.00 (per month)

For One-time appointment

wash

₹ 500.00 (per visit)

On the go ₹ 100.00 (per wash)

Sales approximation for first

year

for contract based services 400cars@Rs.500 ₹ 3,20,000.00 (per month)

for one-time appointment

wash

3cars@Rs.500 ₹ 1,500.00 (per month)

For road shows and special

site visit

10cars@Rs.200 ₹ 1,000.00 (per month)

Total sales approximation for first year ₹ 38,70,000.00

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DirtBusters

Costing

Monthly Cost (approx) ₹ 1,42,260.00

Monthly Advertisement Cost ₹ 75,000

Total Cost approximation for first year ₹ 26,07,120.00

Break Even Calculation

Contribution per year ₹ 12,62,880.0

Break-even   1.2 years

Corporate Social Responsibility

We as a company believe that we have to make develop and grow not just for ourselves but for

our future generation also thus in short we have to make sustainable development. Dirtbusters

realize the importance of sustained growth and believe in giving back to the society as we use the

resources of the society only, thus it becomes our duty to pay it back.

We will take up various steps to be socially responsible citizen like:

We will hold environmental awareness events.

We will donate 1% of our revenue for tree plantation every year.

We will visit schools and colleges to provide awareness about water conservation.

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