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Research on Car Detailing 3M India Ltd.
(SUBMITTED ON THE PARTIAL COMPLETION OF MASTER OF BUSSINESS ADMINISTRATION)
SUBMITED BY: ATIF ALI ZAIDI UNDER THE GUIDENCE OF: Mr. SHEIKH YASIR
3M is a U.S based multinational giant, 3M is a diversified technology company with a global presence in the following businesses: industrial and transportation, health care, display and graphics, consumer and office, safety, security and protection services, and electro and communications. 3M is among the leading manufacturers of products for many of the markets it serves. In the car care division of 3M India limited a project titled “ RESEARCH ON CAR DETAILING” was carried out, the objective of the research was to undertake a strategic analysis of 3M car detailing service in Delhi, to conduct a service station survey in Delhi, to gauge the satisfaction of customer using car detailing services, to get a clear picture of current market scenario, to pin point the problems of car detailing services. During the survey a competitor analysis was also done to know the competitive strength of the company in the market. Primary data was collected through market survey by means of questionnaire, Secondary data was taken from company websites, company records, company brochures & journals. During the research it came to light that Car Owner are quite conscious about the Physical Health of their cars, mostly sedan class cars visit for car detailing services followed by hash-back cars and then MUVs & SUVs. Research findings suggest that 3M is the market leader followed by Diamond Brite and then liqui-molly. Percentage of satisfied consumers was 64% for all the service centres covered including Diamond- brite, Fucon(liquid-molly) car detailing. Customer satisfaction level at 3m car detailing centres was surprisingly high i.e. 85%. At the end of the research some suggestions can be given that the Company can implement to gain market share, handle its competitors and earn customer loyalty over period of time. Promotional schemes based on new social trends like social networking sites should be launched New programs to spread awareness for car detailing Persuade market experts to spread word of mouth for company‟s promotion
Any training program sharpens those instincts, which serves as a fulfillment of theoretical grounding. As the present day business world is a highly complex one where Human Ingenuity and Acumen is sharpened by highly specialized knowledge in various branches pertaining the running and conducting. The research project in our basket was-“Research on car detailing” by the company in Udyog vihar, Gurgaon, Haryana. The different car company service Centers that I have chosen for our research were located at Delhi, NCR territory. The sample unit taken were company authorized service centers at Okhla Industrial area, phase I, phase II, phase III and Noida, sec-11, Gurgaon, Peeragarhi,Motinagar etc that are listed ahead in the report. Research is a feedback that any organization sought for the purpose of effective policy and decision making. It is the systematic problem analysis, model building & fact finding for the purpose of important decision-making & control in the making of goods and services. Summer Project is a part of our curriculum so that we get exposed to the practical side our theoretical know-how. This is basically designed to the real life situation. In this training programmed, the students use their academic knowledge practically which polishes the decision making abilities of MBA graduates. For developing healthy managerial and administrative skills of potential managers it is necessary that theoretical knowledge must be supplemented with exposure to real life business environment. Conventional academic medium cannot sell anything practically down to real and practical market knowledge is required to make a hard core corporate. This research work gave me the opportunity to apply conceptual skills in practice and to learn the art of conducting study and presenting its findings in a systematic and scientific way.
I would like to express my sincere gratitude to Mr. Sheikh Yasir Project Guide, (3M India ltd.) for giving me an opportunity to work on a live project. I am very grateful to Mr. Mohit kumar National Sales manager (3M India ltd.) for giving me proper guidance in completing the project from beginning. I am also very grateful to Sales team leader Mr. Saurabh Verma (ASM, 3M India ltd.) who had given their guidance which helped me to complete my project successfully. At last I want to thank all the staffs of human resource, stores, shipping and marketing for their co-ordination without whom it would be very difficult for me in achieving my target and making the project successful. Lastly, I would like to thank my College, JAMIA HAMDARD, New Delhi for providing me this platform and also to the faculty supervisor of my institute Mrs. Sadaf Siraj, whose continuous kind support helped in the completion of this project successfully.
Introduction 2. ANNEXTURES . ANALYSIS & INTERPITATION 6. REVIEW OF LITERATURE 3. Table of Contents 1. SUGGESTIONS & RECOMMENDATIONS 7. PRODUCT PROFILE 4. RESEARCH METHODOLOGY 5.
Five businessmen set out to mine a mineral deposit for grinding-wheel abrasives.INTRODUCTION COMPANY PROFILE History of 3M Company 3M was founded in 1902 at the Lake Superior town of Two Harbors. But the deposits proved to be of little value. Minnesota. a young lab assistant. A second major milestone occurred in 1925 when Richard G. quickly moved to nearby Duluth to focus on sandpaper products. the company paid its first dividend of 6 cents a share. In the following years. which reduced airborne dusts during automobile manufacturing. Years of struggle ensued until the company could master quality production and a supply chain. invented masking tape – an innovative step toward diversification and the first of many Scotch® Pressure-Sensitive Tapes. technical progress resulted in Scotch® Cellophane Tape for box . such as Lucius Ordway. Early technical and marketing innovations began to produce successes and. who moved the company to St. New investors were attracted to 3M. was developed in the early 1920s. The world's first waterproof sandpaper. and the new Minnesota Mining and Manufacturing Co. Drew. in 1916. Paul in 1910.
In the 1950s. the Company employed 76.138 employed in the United States and 42. Most 3M products involve expertise in product development. At December 31.239 people. In 2004. 55% of the total staff.e. including immune response modifier pharmaceuticals. 2007. In the 1990s. videotape. cell phones and other electronic devices. 3M is a diversified technology company with a global presence in the following businesses: industrial and transportation. health care. 3M continued to develop an array of innovative products. Recent innovations include Post-it® Super Sticky Notes. and flexible circuits used in inkjet printers. manufacturing and marketing. 3M is among the leading manufacturers of products for many of the markets it serves. sales reached the $15 billion mark. Scotch-Brite. filament adhesive tape and the start of 3M's involvement in the graphic arts field with offset printing plates. Scotchgard™ Fabric Protector. Scotch-Brite™ Cleaning Pads and several new electro-mechanical products. 3M was diverted into defense materials for World War II. . which created a whole new category in the marketplace and changed people‟s communication and organization behavior forever. In the early 1940s. with 34. Scotch. 3M introduced the Thermo-Fax™ copying process. sales topped $20 billion for the first time. carbonless papers. such as Scotchlite™ Reflective Sheeting for highway markings. In 1980.101 employed internationally. and are subject to competition from products manufactured and sold by other technologically oriented companies. Dry-silver microfilm was introduced in the 1960s. and a rapidly growing health care business of medical and dental products. The most famous 3M‟s brands.sealing and soon hundreds of practical uses were discovered. brightness enhancement films for electronic displays. with innovative new products contributing significantly to growth. Post-it. Moreover. along with photographic products. consumer and office. are the following: Nexcare. and Scotchgard. Scotch® Transparent Duct Tape. display and graphics. which was followed by new ventures. 63% of total sales are made internationally (total sales reach $24. optical films for LCD televisions and a new family of Scotch-Brite® Cleaning Products that give consumers the right scrubbing power for a host of cleaning jobs. magnetic sound recording tape. 3M introduced Post-it® Notes. which also are market leaders. overhead projection systems.462 billion in 2007). i. security and protection services. and electro and communications. safety.
drug delivery systems. repositionable notes. Health care business .Tapes. reflective sheeting for transportation safety and commercial graphics systems. coated and nonwoven abrasives. c o n s u m e r a n d o f f i c e t a p e s . telecommunications.Medical and surgical supplies. Display and graphic business . closures for disposable diapers. insulating and splicing solutions for the electronics.Sponges. protective material products and consumer health care products. . abrasionresistant films. touch screens and touch monitors. dental and orthodontic products. health information systems and microbiology products. construction and home improvement products.Optical films and lens solutions for electronic displays. and visual systems. specialty materials. scouring p a d s . skin health and infection prevention products.Strengths Strong research and development capability Diversified business portfolio Strong financial performances Strong return on average assets and investments Weaknesses Poor inventory management Increasing cost of healthcare segment Opportunities Growing demand for LCDs Rising healthcare spending in the US Global expansion Threats Growth in private labels Exchange rate fluctuations Slowdown in the US and Eurozone 3M Company has a strong business portfolio divided into six business segments: Consumer and office business . home care products. Industrial and transportation business . Electro and communication business .Packaging and interconnection devices. electrical industries. carpet and fabric protectors. structural adhesives and paint finishing and detailing products. adhesives. h i g h -performance c l o t h s . automotive components. filtration products. pharmaceuticals (sold in December 2006 and January 2007).
In the United States. The Company operates 93 manufacturing and converting facilities in 32 countries. corporate research laboratories. energy control products. retailers. 3M‟s general offices. security and protection services business . commercial cleaning and protection products. as well as various corporate assets and expenses.3m. jobbers. Certain small businesses and lab-sponsored products. floor matting. are not allocated to the business segments. such as supply chain execution software solutions. we can see that 3M products are sold through numerous distribution channels. roofing granules for asphalt shingles.Personal protection products. 3M has 148 sales offices. These segments have worldwide responsibility for virtually all 3M product lines. enhancing the development of innovative products and services and providing for efficient sharing of business resources. 3M has nine sales offices in eight states and operates 74 manufacturing facilities in 27 states. Security and Protection Services 389 2 Electro and Communication Corporate and Unallocated 2775 80 3070 Figure 2: 3M’s six business segments and their proportion of the total sales in 2007 Sources: www. Paul. distributors and dealers in a wide variety of trades in many countries around the world. and Track and Trace products. 3M‟s six business segments bring together common or related 3M technologies. Internationally. . including directly to users and through numerous wholesalers. safety and security products. Minnesota.Safety. and certain division laboratories are located in St. 2007 Annual Report About the distribution at 3M Company. 10 Industrial and Transportation Health Care 727 4 Display and Graphics Consumer and Office 3403 396 8 Safety.com/ 3M Company.
“You can paint it any colour you like as long as it‟s black” and by 1927. Olds. On July 3. Ditzler Colour Company was purchased by Pittsburgh Plate Glass Company in 1928. is credited to Henry Ford of Detroit. Hans Anwander produced the first jars of Antikwachs. The company succeeded in producing “Paris Red”. which was built in the United States by Ransom E. hand made non-enzyme based wax formulas. produced in a carefully controlled environment.An acrylic resin system or stove enamelling as it became known. but when she found out that the American market was only interested in „mass production‟. Ford began producing his Model T in 1908 the paint he used was similar to the lacquer used on the earlier horse and carriages. Michigan. Soon a family business was born and since those early days. 1925. in Detroit. in his tiny Zurich workshop. the company that was to become Mercedes Benz! 1888 . In the 1970′s a member of the Anwander family came to the USA from Switzerland.REVIEW OF LITERATURE Detailing as a concept and World scenario 1800s. Inc. 1886 Karl and the team of Gottlieb Daimler and Wilhelm Maybach patented the first car.In the small German town of Bischofsheim a carriage maker developed a wax based on animal fats to protect the black lacquer type paint that was applied to horse drawn carriages. this finish produced a very hard. 1900s. to manufacture fine polishing agents for gold and other precious metals. which was considered the best fine polish for gold. 1889 was the year Gottlieb Daimler founded Daimler Motoren Gesellschaft. with the intention of selling some of the families wax formulas.Ditzler Colour Company acquired property at 8000 W. Modern automobile mass production. and its use of the modern industrial assembly line. but otherwise the polish company was slow to take off.Friedrich Menzer founded a chemical factory in the city of Pforzheim. These formulas were enzyme based (air acts as a catalyst to cure the wax) and were originally distributed by the Turtle Wax Company shortly . who had built his first gasoline-powered car in 1896. dense and shiny paint finish. Today they can be found in the boot of every Rolls Royce that comes off the Goodwood England assembly line. Germany.A lot of people agree that the inventor of the car was Karl Benz. 1886. three generations the Anwander family have carefully nurtured and refined those waxes into the ultimate standard for automotive care. it was decided that a modified formula would be sold for production in the USA. Hans found it produced stunning results on his private collection of automobiles as well. and is the only wax approved for use in the Mercedes Restoration Centre where classic pre-war automobiles are restored to their original grandeur. Germany. when it was discontinued. where it built a factory for manufacturing the first Ditzler lacquer for automotive factory finishes. 1930s. Chicago Ave. 1886 it was first demonstrated to the public in Mannheim.The first automobile to be produced in quantity was the 1901 Curved Dash Oldsmobile. Benz was an engineer and inventor who lived in Germany during the late 1800′s and early 1900‟s? On January 29. The DRP 37435 patent is recognized as the official birth certificate of the motorcar. after over 18 million had rolled off the assembly line. but continued to manufacture products under the Ditzler label as a subsidiary until 1968 when Pittsburgh Plate Glass was reorganized under the name of PPG Industries. Henry Ford is reputed to have said. A man named dé Vilbiss is credited with perfecting an atomising spray gun and paint holding canister that could be used to apply thin multi-coated enamel paint systems. Originally developed to protect the family‟s priceless collection of antiques and lacquers. Menzer then moved his company to nearby Karlsruhe in 1899 and systematically opened branches in foreign markets starting in 1921.
com an Internet website detailing forum was started by David Bynon. Bohlin‟s lap-andshoulder belt was introduced by Volvo as standard equipment on all of its cars 1960.Nils Bohlin. they renamed for the UK market with a very British image. Incidentally. This guide is still recognized as the standard guide on the subject. tested. Lexus. 1980s.A commenced operations in 1953 manufacturing their unique twin head orbital action polisher designed specifically for the aircraft and aerospace industries. With the 1960s came the advent of liquid polish emulsions. The US later embraced both the metallic paints and clear coat technology.org. distinctness of image and long lasting colour retention and a hard protective layer.A German manufacturer Car-Lack (Klasse in US) was the first admixing polyethylene to be used instead of wax. “Einszett” means “1Z” in German.” better known as a three-point safety belt.Menzerna came under the management of Dr. clean trim. Each product has been researched. Menzerna quickly adopted this new way of processing and applied to it some of the highest standards of quality that the industry has ever seen. who began researching industrial polishing technology. . namely the volatile organic compounds (VOC) content of the petroleum based paints being used.S. in 1998.Both Japanese and European began using a paint that contained mica chips (metallic paints) in an acrylic paint with a clear coat. and a European company Autoglym(were originally Swedish. The company began with the goal of making a quality car polish. which is the designation assigned to license plates registered in Köln. 1936 .Einszett was founded by Werner Saur Sr. While the cars have changed dramatically since then. Toyota. Rolls Royce and Bentley) favoured Autoglym products Meguiar‟s was founded in 1901 as a furniture finishes manufacturer and later started to manufacture foam pads (1965) for use with rotary polishers 1970s.Cyclo U. premium gloss. in Germany. Volvo design engineer. The allowable emission limits of VOC were subjected to dramatic cutbacks. Germany. 1953. This top layer of the paint film system comprising clear polyurethane or urethane paint that provides an outstanding hardness. which is still the norm in the auto industry.before the Zymol(Zym-from the word enzyme) company was founded in 1980.S. Hyundai and Nissan dealer outlets in the U. and bright metalwork. and manufactured in Germany to meet Einszett‟s strict quality guidelines. the name was later changed to Autopia. which became even more so once awarded the Royal Warrant) formulated acrylic resin car care products. Einszett produces products that create tangible results: glossy paint. while Jaguar and various other English carmakers (Jaguar. culminating in his writing of a guide to sharpening and polishing. AutopiaCarport. Walter Burkart. Aston-Martin. Einszett‟s commitment to making quality car care products remains the same.The US Government began to get involved with the paint process used by auto makers. Mercedes-Benz dealerships used the Car-Lack sealant. In a short space of time the Cyclo polisher (together with the various polishes) established itself as the standard aircraft polishing system throughout the world and is now used by virtually every airline and aircraft manufacturer In the mid 1970‟s the Cyclo machine was discovered by the automotive industry. but the clear coats applied to late 70s US vehicle often failed within two to three years due to quality issues. General Motors. A year later. and was such an instant success in resolving the paint problems of the auto motive industry that it is now the approved machine for all Ford. 1950s. patented the “Basics of Proper Restraint Systems for Car Occupants.A. 1958.
Body shops routinely use detailing clay as a simple. Although water-based paints are softer and more porous than the oil based counterparts. 2003 – Guru Reports (Car Wax Test. This wedge structure is what provides the superior penetration of grease and oil verses that of common fabrics. Wheel and Tire Cleaners) comprehensive tests of autos. and synthetic waxes. 2004. vehicle auctions. The car waxes were divided into four categories. involving minute quantities or variations) micro fibres are ultra-fine yarns made from various sources. and performance amongst peers. premium priced. moderately priced. gloss and clarity were obtained. product availability. the rounded fibres on most cloths only push the dirt along the surface. trucks. SUVs and car related products and then compiled the results into easy to use Special Reports. ease of use. The advent of materials like detailing clay. Polyamide is hydrophilic. acid rain and salt is eliminated. Micro fibres are two times finer than silk and nearly one hundred times finer than human hair. or has an affinity to oil. Micro fibre filament spun or extruded from natural materials such as cellulose (plant fibres) are available. Detailing clay is manufactured with different levels of abrasiveness for different applications. In addition. They can be polyester.The inaugural study was based on a comprehensive set of test criteria and scientific research and analysis of 46 popular car waxes. professional detailers. The latest evolution of this technology is clay-like bars of entirely man-made polymers. and amateur detailers. or a natural material such as cellulose. Split Micro fibre s it is more specifically described. According to PPG engineers. safe way to remove over spray and surface contaminants from painted surfaces. (very small.Micro fibre technologies became available.S. and paint technologies are examples of why it‟s so important to monitor the industries new products. originally used in Japanese auto body shops (1980) was then introduced to the US (1990) with only a couple manufactures in the U. cars. started to manufacture an electrically operated random orbital sander (1990s) now one of the most used tools for professional and enthusiast detailer‟s Velcro backed backing plates and foam pads were introduced for use with both high-speed rotary and random orbital buffers 1990 – 2000s.Saw the onset of water-based. Effects currently employed by .1990s. recognized by using various colours 2000s.PPG Industries CeramiClear is a binary clear coat composition designed to offer longterm gloss and durability. The study measured durability. oven dried two-stage (colour and clear coat) paint systems. with patents to protect the technology. any type of dirt is very quickly and completed removed with Microfiber. depth of shine. smearing. chemicals technologies and ideas that are constantly being introduced.Detailing clay. nylon. whereas the wedge-shaped micro fibres grab the particles of grime and pull them into the dense internal structure. with proper care and maintenance they show a high level of durability A US power tool company. possesses numerous wedges rather than the rounded threads found in ordinary cloth. this is the first automotive clear coat to use nanoparticle technology. Velcro backed foam pads. Micro fibre cleans any surface without streaking. so that oil and grease adhere directly to the fibres. as are the techniques for applying them. Micro fibre has two polymers: polyester and polyamide. or scratching. Polyester is lyophillic. The development of paint effects also garners a considerable amount of PPG‟s time. This system enabled a myriad of paint colour options and having perfected the clear coat systems. Additionally. reported test results show CeramiClear holds onto more than 80 percent of its gloss appearance after several months of weathering and being run through the car wash. As a result. streak-free surface. CeramiClear can still be damaged by keys but most day-to-day use including degradation from ultraviolet radiation. leaving a sparkling-clean. by definition. which means it has an affinity to water. Glass Cleaner Test. micro fibre. first used in professional bodywork painting shops and now by OEM‟s. chrome and glass. This type of technology has changed the detailing industry and they way products are applied. Porter-Cable that was established in 1914. low priced.
1956 – Acrylic lacquer was popularized due to its better sheen and durability. “no-wax” clear-coats are likely to be available on other cars and from other manufacturers in the future. was introduced by DuPont. The chemical simply creates a full molecular blanket of protection by using molecules. Currently available on Nissan Motor Corporation‟s Infiniti luxury automobile. depending upon availability and factory conditions. aluminium flake which creates sparkles. Mica or Pearl which refracts the light and finally flex pigment. It was tougher than lacquer and needed no compounding. It utilized a two-part chemical system that was extremely durable. like calcium. Imron. The fluorine-type clear coat finish requires special detailing. especially to correct damage to the clear coat.the company include. Polishing and waxing in the usual detailing sense are not appropriate for these high-tech finishes. that bind together to form a tight chain link mesh protection. 1940 – Chrysler and Ford changed over to enamels exclusively. These paints are not actually dissolved in water. 1960s – Paints utilized chromates. Most manufacturers used either lacquer or enamel from this point on.A new type of automotive surface protection system was introduced to the market in the form of wipe-on. lead and other heavy metal chemicals that produced durable finishes. Ford called its enamels “proselytized” paints. which can create a colour changing effect by giving off slightly different hues at alternate angles. DuPont experimented with waterborne solvents during this period. Metal flakes in paints were introduced by the aluminium industry. walk-away clear sealants. 1982 – Base/clear coat paint system adopted as automotive paint system industry standard. acids and hard minerals. The clear paint sealants are nanotechnology polymer coatings that are highly resistant to detergents. No wax/sealant fluorine-type clear coat finish – a technological advancement in clear coat finishes is a fluorine-type clear coat that needs little or no waxing. GM went exclusively to the material. 1989 – Water-borne base coats introduced. during which many durability problems were encountered. They took a long time to perfect at the factory level. These have the advantage of requiring fewer coats. . 1978 – High solids acrylic enamel becomes the paint choice of most manufacturers. originally used in currency. coloured aluminium flake which has an iridescent look to it. Don‟t let the nanotechnology jargon confuse you. 2007 . 1929 – Alkyd enamel was introduced. 1987 – Water-borne primers introduced. Timeline that shows the progression of automotive paint finishes 1924 – Spray painting was introduced and the only available material was nitrocellulose lacquer. but use water as the medium to help transfer the paint from the can onto the car. 1970 – The first aftermarket polyurethane enamel. that are much smaller than water or acid molecules. and should be treated exactly per the manufacturer‟s instructions in the owner‟s manual.
Elaborating on the growth potential of car-washing market in India. the car-care business has grown in just a couple of years. etc. Thus. there has been a steep rise in the number of cars in India that has triggered the growth of this sector. customers don't mind paying extra bucks for car washing. etc. Speed Car Wash (SCW) is a concept designed and developed by LIV INDIA GROUP. professional car washing is the best option to meet this surging demand.” Brands on a success drive Seeing this burgeoning demand in car washing market. in the next five years about 5. 1997 – Anti-chip primers become industry standard. Relatively. says: “Indian carwash market is expected to witness an exponential growth. According to industry estimates. its consumer market is expected to be the fifth largest in the world by 2025. The car-care business encompasses a wide customer base from local businesses to dealerships new car owners. and Express Car Wash are speeding up to get into franchising. The brand is into the car cleaning segment and strives to give the community a new definition of car care and detailing services that are not professionally followed in India. Thanks to the rise in disposable incomes. steam cleaners. older luxury car owners. Speed Car Wash. Anckur Sama.000 stores will come up. Carz Spa. SCW. Dependency on cars for daily travel has led to rising demands for frequent servicing of cars. it is at the threshold of picking up top gear in franchising. India is projected to have the highest number of cars by 2050 (about 611 million cars). spray extraction machines. A unique mechanised car-cleaning concept.Both Japanese and European car manufacturers began using metallic (polychromatic) paint that contained 100-300-nanometer mica chips in an acrylic paint with a clear coat. and humungous growth is also anticipated in the transportation sector. a new sector in India. many prominent players like Carz Spa. high powered vacuum cleaners. is a junction where cars get 'pampered' by the latest equipment that embraces high pressure cleaning machines. INDIAN SCENARIO:- Y OU won't be astounded to know that increasing numbers of consumers are turning to car wash and detailing professionals.1990 – Clean Air Act sets strict limits on volatile organic compounds (VOC) emitted during paint applications. Keeping this scenario in mind. FounderDirector. . In the past few years.
Franchising Business. will help our franchisees grow their businesses. Manager. and technology. 3M. car detailing is exterior and interior refurbishment to maintain and restore vehicle appearance. underbody protection treatments and sun-films.” 3M. 3M Paste-Wax. National Manager. Palwinder Singh. Today. convenient and cost effective benefits of using SCW. while the company goes on with their task of innovating. Scotchgard Paint protection film. Speed Car Wash. These services include marketing and advertising assistance. one of the renowned brands in this service. Simply put. etc. Sama thinks that franchising is the best possible way to expand with limited resources. car-wraps.The car-care services also consist of the concept of car detailing. designing. The company's stores have performed extremely well and are hitting the break-even mark within the first year of opening. Key franchisee staff and applicators have to undergo a fixed number of days of training when they are appointed. web and online support. equipment and technical support. developing. Their trainers even stay back at franchisee outlets for 10 days after launch. and standard operating procedure is also provided. maintaining quality standards and marketing. and in carwash business an entrepreneur can reach his destination easily via franchising. The power of franchising is realised through the combination of the contributions from the two participants (franchisor and franchisee). that has around seven franchise outlets says: “Franchising is a way for a business to expand beyond its original owners. and today. foam-it interior cleaning products. . As a SCW franchisee. and auto sun-films (of which we are the inventors). SCW franchisees do not need any prior technical experience to effectively operate a franchise.” says Vishesh Nigam. and supplying great products. Channel Expansion Division. The training sessions are taken by their certified trainers. Subsequent training is also provided every quarter. “3M has cutting-edge over other brands as it offers car-care products like performance finish. Carz Spa currently has 32 franchise outlets. they have grown to 12 franchise stores in five cities. who have enough experience in car wash business. have an urge to learn and a much-needed patience to reap the 'harvest'. franchising seems to be the best option for spreading the reach of any business. Extended support in marketing. and their Innovation Centre and Electronic City. SCW's comprehensive initial training program includes engaging in in-depth informative classes on all matters pertaining to marketing. Carz Spa provides extensive two-week training from scratch. The brand is seeking franchisees that are passionate about the industry. operations. started the business a year ago with one store. SCW's focused support services provide valuable information to its franchisees that ensures successful program implementation. clean interiors. you also have the ability to control your destiny while working from home. Bengaluru. Guidebook to grow Franchisors in the car wash business think that it is imperative to provide necessary training and support to their franchisees. The franchising route allows them to use the local strengths of their franchisees in their markets to expand business. Our quality services. The franchise partner of 3M has to undergo the '3M Franchisee Induction' programme at their India headquarters at UB City.
aircraft. adhesives. Transportation Industry We provide high-quality abrasives. repair. and maintenance of autos. and other vehicles.PRODUCT PROFILE There are 8 division in the organization and I was working in Industrial and transportation business 1. and specialty materials for the manufacture. films. boats. 3M Automotive OEM 3M Automotive Aftermarket 3M Car Care Traffic Safety Systems . tapes.
Prevent the harmful effects of rust with unique treatments formulated to keep your car's underbody safe and intact. Exteriors Keep your car looking as good as new. Approved and recommended by major car manufacturers. The engine rejuvenation treatment restores power. Treatments for your car interiors to ensure that it stays that way. Underbody Keep your car protected. for years to come. combustion chambers and fuel injectors. Engine Performance Keep your Car rejuvenated. performance. without any periodic attention. safe and enriched.Trained professionals. Interiors Keep your car hygienic. . these are designed to help you maintain your car in pristine condition at all times.AUTOMOTIVE Car Detailing Services 3M Car Detailing offers a complete range of internationally proven treatments applied by qualified 3M. Treatments that protect and ensure that the beauty and excitement of your car exteriors last longer. irrespective of its age and condition. fuel economy and efficiency by removing carbon deposits from intake valves.
Competitors vulnerability . Disadvantage in Proposition: Lack of awareness among the customers 2. Lack of competitive strength: Cost focus Cost Leadership 3. SWOT analysis assists the firm in accomplishing its objectives (strength or opportunity) and overcoming the obstacles (weakness or threats). No Retail distribution channel is available.making the engine smooth by reducing carbon. Durability : guaranteed WEAKNESSES: 1. Capabilities: Makes your car looking new for a very long time. prevents from rusting .SWOT ANALYSIS SWOT analysis is a basic. Delhi. NCR and other metro cities have huge requirement of such services 6. Competitive Advantage: Differentiation – All Weather Application Quick Setting Time Easy availability at authorized car service centers 4. Innovative Aspect: 3M technology gives touch dry surface in 4-6 hrs Works In all weather conditions 5. OPPORTUNITIES: - 1. SWOT analysis is an important step in planning and its value is often underestimated despite the simplicity in creation. 3. The role of SWOT analysis is to take the information from the surrounding and separate it from internal issues (strength and weaknesses) and external issues (opportunities and threats). Advantage of car detaling services: No equivalent service in market 2. makes the glass as new. straightforward model that provides direction and serves as a basis for the development of marketing plans. It accomplishes this by assessing an organizations Strength (what an organization can do) and Weakness (what an organization cannot do) in addition to Opportunities (potential favorable conditions for an organization) and Threats (potential unfavorable condition for an organization). STRENGHTS a) Strength:1. 4. prevents color fading due to ultraviolet . Price is much higher than competitors in market.
Depending on service center's costumer service advisors for sales of our services. Target market: Delhi.STONE GUARD 2ACRYLIC PAINT PROTECTION(FOR NEW CARS) 3POLY GLAZE(FOR OLD CARS) 4CAR UPSHOTRY CLEANING(INTERIOR CLEANING) 5ENGINE COATING 6Fast moving in market 7Preferable product in Bangalore & Chennai Market . 3. 2. No equivalent product No guarantee for durability Multiple coat application Low Quality results No proper distribution channel available in India. NCR. New Entrants Competitors Analysis. Fucon technologies India (GERMANY) • Features • • • • • • • 1ANTI-CORROSIVE TREATMENT-BLACK& TRANSPARENT. Competition Intensions: competitors with low cost products 2. 1. THREATS: 1.
console and all other vinyl Clean and condition leather Clean interior and exterior windows Hand wash GOLD PACKAGE Hand wash Bug and tar removal Clay bar application .K) Features DETAILING SERVICES DIAMOND PACKAGE: A Detailed Masterpiece! Vacuum and steam clean carpet and upholstery Clean door jams and molding Clean headliner Clean all cracks and crevices Clean and disinfect dash and all other vinyl Clean and condition leather Clean interior and exterior windows Hand wash Bug and tar removal Clay bar application Minor scratch removal Hand wax and polish Clean dress.2. rims. and hood jams Headliner Clean all cracks and crevices Clean and disinfect dash. polish tires. trunks. and wheel wells Engine cleaning and dressing SILVER PACKAGE Vacuum Steam clean for carpet and upholstery Clean doors. DIAMOND BRITE(U.
Market share in Delhi(NCR) Market share 23% 35% 3M Diamond Brite 15% 27% Fucon Others . Minor scratch removal Hand wax and polish Clean door jams and molding Clean dress and polish tires Clean rims and wheel wells Engine cleaning and dressing Cleaning interior and exterior windows Interior dash wipe down Vacuum Competition Analysis.
DISTRUBUTION DISTRIBUTION NETWORK The structural representation of the distribution channel is as follows:- Manufacture Mother godown C&F Agent Company Depots Distributors Service Centers Service Centers .
Buyer’s Power –Buyers are Individual Customers they are not powerful But Customer is Always king so we should not forget them. Threat of new EntrantsNew Entrants of the Market are very Harmful for us if They have more Resources . 2) Waxpol services. Threat of RivalryOur rivalry firm is DIAMOND BRITE AND FUCON BRAND (LIQUI MOLY) Which is very powerful in Indian market and market share is more then 42% Coverage Threat of SubstituteMajor of substitute of our product is CARWASH.1) Car spa.Five Forces of market influence the market Five Forces That shape industry Competition Supplier’s powerIn 3M the suppliers are not more powerful because the supplier of 3M is not in Big then the firm. .
1. 3. 4.RESEARCH METHODOLOGY RESEARCH OBJECTIVE The purpose of this project is to develop a study which can provide 3M clear picture about the current market scenario so that 3M can go ahead and can launch new services in the market. NCR region in order to gauge their satisfaction with 3m services. To get the clear picture of the current market scenario and recommend marketing mix for the services To pin point the problems faced by the car dealerships in 3m car detailing services. The total population was 80. SAMPLE SIZE FOR SURVEY The survey was done in about 50 company authorized car service centers. To undertake a strategic analysis of 3m car detailing services in Delhi and NCR and make recommendations based on the analysis to further increase its market presence To conduct a service station survey in Delhi. . 2. SAMPLE PLAN METHOD OF DATA COLLECTION Here the data are collected through market survey.
The main purpose of such studies is that of formulating a problem for more precise investigation or of developing the working hypothesis from an operational point of view. 3. 2. Beside this I had an informal discussion with the service advisors at different service centers. LIMITATIONS 1. The survey was done by using questionnaire method. Ncr and do not present a picture of the whole country. company websites. The biggest limitation was the time constraint as it was not possible to collect data from customers from each and every service center. 4. RESEARCH DESIGN The design appropriate for this research is Exploratory Research Design.SOURCES OF DATA: The primary data collected through the survey method for the purpose of the study. . publications & records. There are very limited latest information sources for such topic. company distributors and car owners availing 3m service. The survey was conducted in Delhi (NCR) by asking from the service centers. The survey was conducted in Delhi. There may be biases on the part of the Company Executive while providing the information. The survey was based on consumer opinion and may be biased and mislead the research. 5. The respondents were not willing to answer. Secondary data: information regarding the organization was obtained from secondary sources like company journals. 6.
MATHURA ROAD AUDI . GHAZIABAD(CHEVOLET) SHIVA MOTORS. MOTINAGAR TOYOTA BODYSHOP. PEERAGARHI BODYSHOP RINGROAD HONDA. OKHLA INDST AREA HARPREET FORD. MOTINAGAR TNT MOTORS MERCS BENZ. MOTINAGAR DEUCSHE MOTOREN BMW. GURGAON TNT MOTORS MERCS BENZ. MOTINAGAR HARPREET FORD.OKHLA INDST AREA DEUCSHE MOTOREN BMW . MOTINAGAR PEARL HONDA. GURGAON TOYOTA . MOTINAGAR HARPREET FORD. DEFENCE COLONY HARPREET FORD.JAGUAR . PEERAGARHI SHIV MOTORS .SEC-11 .SURVEY OF SERVICE CENTERS IN DELHI& NCR REGION: SERVICE CENTERS COVERED: SHIVA MOTORS. MATHURA ROAD AUDI. NOIDA .PEERAGARHI GALAXY TOYOTA.GURGAON NAWAB SKODA. OKHLA INDST AREA NCR FORD .OKHLA INDST AREA TOYOTA B-243. FARIDABAD NCR FORD. OKHLA INDST AREA PEARL HONDA. GURGAON RINGROAD HONDA. BADARPUR SOUTHEND HONDA. NOIDA SEC-11 (CHEVOLET) ACE HONDA. MATHURA ROAD SOUTHEND HONDA.MATHURA ROAD KAPOOR PORCSHE. FARIDABAD NCR FORD. OKHLA-2 ESPRIT TOYOTA.JAHANGEERPURI TOYOTA. PEERAGARHI RINGROAD HONDA . NOIDA TOYOTA B-23. OKHLA INDST AREA RINGROAD HONDA. AZADPUR HARPREET FORD.
AZADPUR FARRENHEITE SKODA.OKHLA INDST AREA AAAVEHICLEADES MARUTI. NAWAB MARUTI. GURGAON ARSHIA SKODA. BARAHKHAMBA ARSHIA SKODA. PEERAGARHI AAA VEHICLEADES MARUTI . BMW-CONNAUGHT PLACE DAS AUTO.JAHANGEERPURI AAAVEHICLEADESMARUTI. MOTINAGAR AAAVEHICLEADESMARUTI. MATHURA ROAD .PEERAGHARI ARSHIA SKODA.KASHMIRIGATE DAS AUTO.PEERAGARHI AAAVEHICLEADES MARUTI.ASHOKA HOTEL FARRENHEITE SKODA. OKHLA INDS AREA JAI AUTO SKODA. GURGAON JAI AUTO SKODA.BMW.
DATA ANALYSIS AND INTERPRETATION Q1. What was the pain area? CAR AREA 20% 18% 16% 14% 12% 10% 8% 6% 4% 2% 0% Floor Mat Roof Lining Dash Board Seat Cover Door Panel Under Body Bonnet Bumper CAR AREA By the analysis of questionnaire data we got the above results that shows the percentage of different areas that are generally affected and are brought for treatment. . YES = 100% Q2. Have you used any car detailing service? ANS.
Q3.Which car do you have (segment) CAR SEGMENT 40% 35% 30% 25% 20% 15% 10% 5% 0% Hash-Back Sedan Class SUVs MUVs CAR SEGMENT Data obtained through questionnaire shows the percentage of car segments that have visited the service center for the purpose of car detailing. . We found that Sedan Class leads the other segments.
How you come to know about the service sources 80% 70% 60% 50% 40% 30% 20% 10% 0% Service Advisor Auto Magzines Internet Ads Refrences sources The above data shows the different sources from where the consumers got the information about car detailing. .Q4. This graph shows that the majority of customers got the information about the car detailing from service advisors.
when they were asked to choose a brand. From the data obtained we got the results with 3m leading the chart in costumer preference.Q5Choose a brand from the following Preference 12% 16% 3M Diamond-BRITE Liqui-Moly 72% This Pie-chart shows the preference level of customers. .
Which type of service used? Service 10% 16% 32% Exterior Interior Under Body 42% Internal Panel The data collected shows the percentage of different services availed by the customers. .Q6. The data is showing that car Interior services are mostly availed by the car owners.
.How frequent you bring your vehicle for car detailing Frequency 70% 60% 50% 40% 30% 20% 10% 0% More than a year Less than a year As required Frequency When asked about time. Majority of the customers answered that they bring their vehicle for detailing as required.Q7. in which the car owners bring their vehicle for detailing the results were as follows.
Please indicate your preference Preference 26% Quality Price 58% 16% Brand Name When asked about the factor influencing the purchase 58% of the respondents replied with quality as a parameter of their purchase. .Q8.
.Who visits the center Visitor 54% 52% 50% Visitor 48% 46% 44% 42% Car Owner Driver When respondents were asked that mostly who visits the service station the answer came with drivers mostly visits the service station.Q9.
Explain concept of our product & give feedback? satisfaction level 36% Satisfiied Not satisfied 64% The feedback came up with 64% customers satisfied with our services and 36% were not satisfied. .Q10.
twitter forum can be created with the company and product name . Independent houses society. Free demonstrations. Street demo • Street demo creating awareness among people. free with news paper (Times of India). • Distribution of demonstration• C. • . Info about the product can be shared. chrisms gift. holi.SUGGESTIONS & RECOMMENDATIONS Promotion – Promotional Meet – • • • Demonstration of the Product Target Audience( All Car Owners) Prelaunch meeting with Distributors and Car manufacturers. dipawali. Some gift like calendar.D. Attractive Incentives / Gifts on Sale• Target achieved by dealerships then tour and big gifts for them. Demonstration Videos on web sites – • • Demonstration videos on websites like: Youtube Facebook . and pamphlets in apartments.
solutions. Marketing Management.com www.com/history 2.fucon.com/detailing www.diamondbrite.R.mmm.3m.in/index. Information Brochure of 3m Industries Ltd.php?option=com_content&view=article&id=80&Hemid www.com/mws/mediawebserver.REFERENCES www. 3. Philip Kotler. .3m.2007Annulreport www.datamonitor.3m.com/3mcompany.com/3mcompany http://multimedia.solutions. 4.Kothari 5.dyn?6666660zjcf61vs6evs6661m hcorrrq http://solutions.com/3mbusinesses www.3m. 3m Company records. Research Methodology by C.
Brand name 9. Driver b. Under-body d. Diamond-Brite c. Bumper 3 . Dash Board d.Choose a brand from the following a.How you came to know about the service a. Less than a year c. Roof Lining c. Sedan Class c. Floor Mat b.3M Car Care b. SUVs d. Price c. Internet advertisement d. Who visits the center a. Satisfied b. Under Body g. Liqui-Moly 6 .Please indicate your preference a.Which type of service used? a. References 5. Seat Cover e. Bonnet h. . Quality b. How frequently you bring your vehicle for car detailing?(Time) a. What was the pain area? a. More than a year b. Interior c. Exterior b. Internal-Panel 7. Not-Satisfied. Door panel f. Hash-Back b. MUVs 4. Costumer 10. As Required 8.ANNEXTURES QUESTIONNAIRE Name Service center name 1.Have you used car detailing services Yes/No 2. Service advisor b.Which car do you have (segment)? a. Explain the concept of our product and give feed back? a. Auto Magazines c.
it ) Exterior Beautification Premium Exterior Restoration Surface Refinement Interior Enrichment ( Leather ) Interior Enrichment ( Upholstery ) Under chassis protection Internal Panel Protection Diesel Engine conditioner Fuel System Cleaner REMARKS Poor Qualitay . OF APPLICATORS NOT TRAINED YET Rating Below Average Acceptable Exceptional 6 6 5 5 5 Acceptable Acceptable Acceptable Acceptable If not trained .Available N .WAND NA MASKING PAPER/TAPE Not Availble APPLICATORS DESCRIPTION NO.100 Used GLASS CLEANER Dilution Ratio 1.Available Available Appearance 1 -5 rating REMARKS Kiosk Available N.I Not Available PASTE WAX Used PERFECT IT 3000 RUBBING COMPOUND Not Available today PERFECT IT 3000 SWRIL MARK REMOVER Used ULTRA FINA Not Available PERFORMANCE GLAZE Not Available EQUIPMENT DESCRIPTION EXTRACTION M/C WITH ACCESSORIES Not Available REMARKS WET & DRY VACUUM MACHINE Not Available Long Time POLISHING MACHINE Used SCHUTZ GUN Available SPRAY BOTTLES Used CHEMICAL LABELS Available Poor BRUSHES Not Availble Brush Kit Not Availble BACK UP PADS Available Good CONSUMABLES DESCRIPTION FOAM POLISHING PAD Availble Good REMARKS SUPER BUFF -POLISHING (Yellow ) NA ULTRA FINE FOAM POLISHING PAD Not Available SUPER BUFF PAD Availble Good DETAILING CLOTH Availbale Good RUST FIGHTER .1 Used CLEANER CLAY Used PERFECT IT ( Paint Protection ) BODY SCHUTZ Available Not available Diluted .P CHECK DESCRIPTION Detailing signage Available N. OF APPLICATORS 5 REMARKS UNIFORM Available Not Available Available.Available Appearance 1-5 rating Brochures Available N.3M CAR DETAILING AUDIT FORMAT CDC NAME / ADDRESS Galaxy Toyota (Okhla) DATE SERVICE PROVIDER 05-04-2010 Advance car care system PREVIOUS AUDITS DATE 02-03-2010 AUDITED BY Pratap Singh P.Available N Available Trolley Available N.1 Used TYRE DRESSER Used INTERIOR DRESSER Dilution Ratio 1.Available CHEMICAL CHECK REMARKS APC Dilution Ratio 01:13 01:20 N Available N Available CAR WASH SOAP Dilution Ratio 1.Yes / No Available UNDERSHIELD Not Available RUST FIGHTER.Available NA Appearance 1-5 rating Dispenser Available N.Expected date for Training QUALITY OF TREATMENT TREATMENTS Paint Protection ( Perfect. Good GOGGLES Not Available HAND GLOVES Not Available SAFETY SHOES Not Available 3000 SERIES Mask Not Available TRAINING LAST DONE 02-08-2010 PROCESS STEPS Followed CHECK LIST FOLLOWED Available Followed SKILL LEVELS Names of technicains Avinash Rajiv Rahul Sunil Sorav 6 7 8 9 10 NO.8 Used ENGINE DRESSER Dilution Ratio 1.Available N Available Appearance 1-5 rating Demo kit Available N.Available N .O.I (Aerosol ) Not Available RUST FIGHTER .
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