Marketing Strategy Project_2014-15_F

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Marketing Strategy Project Report
Trimester: I
Academic Year: 2014-15
Submission Date: 8
th
August, 2014

Idea: Portable Two- Wheelers Service Business
New Start Up (Location: Pune)
Group Members

Tushar Singla - 2014306
Vaibhav Gupta - 2014313
Wasim Shaikh - 2014327
Yogesh Vallabhbhai Gabani 2014331

Submission To
Prof. Subodh Tagare
Faculty in Marketing
Institute Of Management Technology, Nagpur
Marketing Strategy Project_2014-15_F
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Table of Contents

Market Opportunity- New Start Up ................................................................................................3
7 Ps of Marketing ...........................................................................................................................4
1. Product .............................................................................................................................................. 4
2. Price .................................................................................................................................................. 4
3. Place .................................................................................................................................................. 5
4. Promotion ......................................................................................................................................... 5
5. People ............................................................................................................................................... 6
6. Process .............................................................................................................................................. 7
7. Physical Evidence .............................................................................................................................. 7
Resources and Capabilities required ...................................................................................................8
Physical Resource ...................................................................................................................................... 8
Intangible Resource ................................................................................................................................... 8
Manpower ................................................................................................................................................. 8
Competition Analysis .........................................................................................................................9
Creating Brand Equity ...................................................................................................................... 10






Marketing Strategy Project_2014-15_F
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Market Opportunity- New Start Up

The Market opportunity that we have identified is based on Consumer need and
somehow also with respect to market trend.
IDEA
Portable Two wheelers service station in which, registering of service order will be done
through online portal and rendering of service will take place at clients residence.
Why there is a need?
Life is becoming complex day by day and humans are becoming time conscious. The
students and working professional are always in time shortage to cope up with their
daily schedule.
On the other hand they do not have time to get their vehicle to Service station and then
get to their location through public transport and continue using the same till they dont
get their vehicle serviced. So, this is how the idea is based on customer need.
As earlier depicted that the idea is somehow also related to Market trend because, auto
demand is growing at 6 to 7% compounded annually. So, because of rise in disposable
income and increasing auto demand and people becoming more of quality oriented
rather that rice due to increasing disposable income, we have recognized consumer
need and selected this particular idea.







Marketing Strategy Project_2014-15_F
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7 Ps of Marketing

1. Product
The primary questions we are focusing on are
"Are these the right services for our customers today?"

Do they require the services that we are going to offer?
The answer is yes as justified below.
They do not have time to get their vehicle serviced.

Convenient because they can get their vehicle serviced when they want it to.

Trustful, because many of the customers doubt on the quality of service, in real
life also, the doubt arises like the Local Garage owner might have taken away the
original part and have replaced it with pirated one, might have filled the bike with
used oil or adulterated one etc.

Will also be offering Attractive bike accessories at low margins, may indirectly
help to maintain the interest of customers.

2. Price

The second P is price. Develop the habit of continually examining and reexamining the
prices of the services we are going to offer to make sure that it is appropriate to the
realities of the current market.
Here as the business delivers more benefits to the customer, we can go for higher price
than market price. On an average in Pune, the Two wheel servicing costs ranges
between 550 to 650 rupees including washing of the vehicle ( we surveyed for the price
in Pune) But here we can charge 700 to 800 rupees as we are rendering more benefits
to customers.
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3. Place

The third P in the marketing mix is the place.
We are referring place as to where our service is actually sold? Develop the habit of
reviewing and reflecting upon the exact location where the customer meets the Service
Provider.
Sometimes a change in place can lead to a rapid increase in sales. So, we are indeed
changing place with an intention to maximize customer benefits.
What do we mean by Location here?
Customers Location Now, it can be the residence or can be the customers work
location.
It also differs from customer to customer. For office work professional it can be the
office location. For professionals dealing in field work it can be at home or at office
during lunch time or after the end of the working hours as they wont like to go to the
service station after working for the day long in the business field.
4. Promotion

The 4
th
P in marketing and sales is to think in terms of promotion all the time. Promotion
here includes all the ways we will be telling our customers about our services and how
we will be marketing it and selling it to them.
What we think of Promotion?
Creating social community through social networking and keeps on posting
interesting facts about automobiles and tips on two wheeler maintenance and
keeps on educating bike riders on how to maintain their vehicle. Even one time
visit will help to create great community.

Putting up attractive and colorful hoardings on the service Van- No cost involved.

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Promoting the business in various remarkably big institutes located at Pune,
which indeed consists of big student community, as students are also one of the
segments that we are referring to.

Initially newspaper advertisement and Pamphlets distribution will help spreading
awareness.

To spread awareness through text messaging.


5. People

As we will be dealing with providing services and not selling any physical product,
People as a face of the business and as a business representative matters a lot.
By People, we are focusing on developing the habit of thinking in terms of the people
inside and outside of your business who are responsible for every element of our sales
and marketing strategy and activities.
As our business consists of;
Controller (Who will receive the order through online portal and controlling
payment gateway which is optional because we will also be having COD- Cash on
delivery option)

Auto Expert (May be auto Engineer).

Supporter (Who will also take care of washing activities and accessories at service
location).

Inventory Controller (Who will be taking care of supplier negotiation and
inventory management).


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6. Process

In service industry process has given significant importance. While deciding on our
process (Service delivery system), our focus was on;
To archive higher customer satisfaction- Building happy customer base

Efficiency in operation- On time (we have given importance to customers time).

Easy customer reach- Effective online portal to place order- We will accept order
24 hours prior. This will enable us to make the assortment of various locations
that we have to visit. This will bring down the operational cost.

Service time- 24*7. Late night customer can be students residing in PGs and
rented premises or part timers who use to be free at night.

7. Physical Evidence

Physical evidence is the proof that service is delivered.
If the service is rendered at the customers residence, the evidence can be the people
around or the family members. If its delivered at the office location or any other, still
there can be evidence like watchman performing duty nearby.
But all the above is secondary to us. What primarily we are focusing on is to deliver the
Best we have.
So, the question arise here is what is the physical evidence?
The answer is Vehicle performance. The performance itself will be the evidence once
the vehicle is undergone through service process by our auto expert.


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Resources and Capabilities required

Physical Resource

Service Van (Customized) with water tank Designed by auto expert as per convenience.
Laptop Computer (we already have)
Estimated Cost: 28 to 30 Lacs
Intangible Resource

Online Portal (Website) - receiving orders and confirm the same.
Estimated Cost: 50,000
Manpower

Controller (Who will receive the order through online portal and controlling
payment gateway which is optional because we will also be having COD- Cash on
delivery option)- We have

Auto Expert (May be auto Engineer)- We have to access

Supporter (Who will also take care of washing activities and accessories at service
location)- We have

Inventory Controller (Who will be taking care of supplier negotiation and
inventory management)- We have



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Competition Analysis

Who are the alternatives?
Showrooms - All the vehicles which are provided by the company have their own service
center along with the showrooms catering to the needs related to any issue which a
vehicle may face after its sales has been done. So, the vehicle manufactures itself are
the first direct competitors in our business. But we are least bothered about this
because out target audience is the customers who are done with free series offered by
manufacturers.
Local Service centers Some people rather than going to the company Service Center
they prefer going to the local service center. The main advantages of these are the
location. These are the better options for the customers who cannot go in for regular
company service centers due to factors like distance from home, flexibility in giving
service on weekends, costing etc. So, these centers are also the main competitors in our
case. At what cost competitors provides the same series is mentioned earlier
1
.














1
Mentioned in price under the heat 7 Ps of markrting.
Marketing Strategy Project_2014-15_F
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Creating Brand Equity

The following points depicts about how we will create brand equity.
Time: Unlike others (competitors), we will offer value for time to our customers.

Convenience: We offer more convenience to our customers as they dont need to
go to the service centers or take off from office just for a job like vehicle
servicing.

Quality: Unlike the various small service centers, we offer quality service and
spares at competitive prices.

Value Proposition: We will share our value in our promotions and taglines. Our
tagline says We value your time. Unlike them.
Do not lie: Creating a strong brand focuses on how well is your business loyal to the
promises you make. The small cycle time and service quality we will provide will surely
be in sync with what we promise.
Measure your efforts: We will measure our efforts by:
By taking regular feedback from customers.
Following and improving search rankings.
Monitoring social media conversation.



If somebody asks us what we are into?
The answer will be not delivering services but benefits.