Soapy Rides Car Wash
This sample marketing plan was created with Marketing Plan Pro software.
The marketing strategy will be to develop brand equity, increase customer awareness of Soapy Rides, and build the customer base. The strategy will use several different methods to achieve these goals.
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The mission of Soapy Rides is to provide top-quality washing and detail service for luxury car owners in East Meadow, NY. Soapy Rides will work to keep employees satisfied in order to maintain impeccable customer service.
Soapy Rides segments its customers by type of car ownership. SR believes that the type of car that a person owns says volumes about their driving, and, therefore their car washing and detailing requirements.
Please note for analysis purposes in regards to the charts and graphs, the different segments will be grouped into individuals and businesses. This will be done to allow the charts and graphs to have a clean look that will aid in the ability to quickly discern information from them.
Soapy Rides seeks to position themselves as the premier hand auto washing service provider in the East Meadow area. This positioning will be achieved by leveraging their competitive edge:
Soapy Rides' competitive edge will be Mark Deshpande and the quality of the family name in the East Meadow area. As mentioned, the family has been in the car
business for over 30 years, and has an excellent reputation and a myriad of both business and personal contacts. In addition, Mark 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.
The single objective is to position Soapy Rides as the premier automobile hand washing company in the area, steady increasing market share. The marketing strategy
will seek to first create customer awareness, develop a customer base, and work toward building customer loyalty.
The message that SR will seek to communicate is that their hand washes are superior to the machine washed alternatives that can actually cause harm to cars. This message will be communicated through several different methods. The first method is the placement of advertisements in the local newspaper. The local paper, The
Islander, is well read and will reach a high portion of the target market segment.
The second method will be networking. Mark will leverage the equity already earned by his family from years of local business dealings. The networking will be a good source of customers as Mark's family has developed significant trust relationships with many within their community.
The last method of communication for SR's marketing pyramid is the use of coupons within The Islander. The use of coupons will likely introduce people who are not yet familiar with Mark's family to SR and the services that they offer.
Soapy Rides marketing mix is comprised of the following approaches to pricing, distribution, advertising and promotion, and customer service.
During the initial stages of the marketing plan development Mark performed primary market research in the form of a questionnaire/ survey. Mark outsourced the development of the survey to a local Professor of Statistics. While Mark could have developed the survey in-house, the end result was a far more valid and statistically significant product .
The survey was handed out to a total of 150 people within the target market. 54 surveys were returned completed. The results of the survey provided valuableinsight into the customer preferences as well as the decision making process of the target market. While some of the already held assumptions were confirmed, the survey provided Soapy Rides with new information that would have been otherwise unavailable.
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