KP Report

Summer Internship Programme – 2018
Final Report
On
CUSTOMER ACQUISITION AND BRANDING AT
REFRESHED CAR CARE
By
KRATIK PARAKH
17BSP1307
COMPANY NAME: REFRESHED CAR CARE
1 | FINAL REPORT/CUSTOMER ACQUISITION & BRANDING/KRATIK PARAKH

A Report
On
CUSTOMER ACQUISITION AND BRANDING
AT REFRESHED CAR CARE
By
Kratik Parakh
17BSP1307
Interim report is submitted in partial fulfillment of the

requirements of MBA Program at IBS MUMBAI.
FACULTY GUIDE Prof. Sanskriti Desai

Associate Professor
IBS, Mumbai
COMPANY GUIDE Mrs. Spruha Mehta

Head Customer Expierence and
Marketing
Mr. Agnelo Miranda
Head- Operations
Kotak Mahindra Prime Ltd.
Date of Submission: 26th May 18

AUTHORIZATION
Prof. Sanskruti Desai
Associate Professor
IBS Mumbai
To whomsoever it Concerns
I, Prof. Sanskruti Desai, hereby authorize the submission of the project work
titled ‘Customer Acquisition and Branding at Refreshed Car Care.’
undertaken by Kratik Parakh (Enrolment no.17BSP1307) as partial fulfilment
of MBA Program at IBS Mumbai. This Project work was executed by the
student under my guidance and no part of this report has been submitted for any
other degree or recognition before.
Sincerely
(Prof. Sanskruti Desai)

ACKNOWLEDGEMENT
I would like to take this opportunity for extending my gratitude toward

Refreshed Car Care for allowing me to do my Summer Internship Programme
with their esteemed organization.
Firstly, I would like to express my deepest regards for my Company Mentor,

Ms. Spruha Mehta (Head Customer Experience and Marketing). Her
constant encouragement, monitoring and guidance helped in completion of this
project successfully. Also, her down to earth nature and expert knowledge of the
marketing domain helped me in enhancing my knowledge and outlook towards
the corporate environment of Refreshed Car Care.
Secondly, I would like to thank, Mr. Runal Dahiwade (Head- Product &
Tech), for making the work and corporate environment very comfortable and
knowledgeable.
Thirdly I would like to acknowledge my faculty guide, Prof. Sanskruti Desai

(Associate Professor, IBS Mumbai) for her guidelines for completion of this
project.

Table of Contents
Chapter Particulars Page No
I Cover Page 1
II Title Page 2
III Authorisation 3
IV Acknowledgement 4
V Synopsis 7-8
Chapter Introduction 8-10
1
1.1) Background 8
1.2) Purpose 8
1.3) Objective 9
1.4) Scope of study 9
1.5) Recommendation 10
Chapter Customer Acquisition & Branding 11-12
2
2.1) Service Sector at a glance 11
2.2) Market Segment of Car Care Services 12
2.3) Role of Insurance companies 12
Chapter Company Profile 13-18

3 3.1) About Refreshed Car Care 13
3.2) Services offeted at Refreshed Car Care 14
3.3) Team at Refreshed Car Care 15
3.4) Car Washing Procedures 16-17
3.5) Machinery & Equipment 18

Chapter Work Role & Responsibility 19-28
4
4.1) Project 1 One Indiabulls 19-21
4.2) Project 2 BPCL Pumps 22-24
4.3) Project 3 Capital Inventory Tracking 25
4.4) Project 4 Goods Inventory & Outwards 26
Sheet
4.5) Project 5 Disclaimer Sheet 27-28
Chapter Market Analysis 29-37

5
5.1) Porter’s Five Forces Model 29-30
5.2) STPD Analysis 31-32
5.3) PEST Analysis 33-34
5.4) 7 P’s of Marketing 35
5.5) SWOT Analysis 36
VI References 37
VII Executive Summary 38
SYNOPSIS
This project aims to achieve the following objectives:
 Experience the start up and practical environment.

 Learn about the domain you want to choose as your specialisation.
 Learn about the risk that Refreshed Car Care bears.
 Analysis of the Marketing Management system of RCC.
 Learning about different policies and procedures of the company.
 Gaining knowledge about the Service Sector in the automobile industry.
 Gaining knowledge about the Four wheeler industry.
This interim report marks out the work carried out by me which include:
 Market Research – The research work was carried at 20 Bharat

Petroleum Corporation Limited (BPCL Fuel Station) spread across
Mumbai in order to get details required for expanding our operation at the
targeted fuel stations.
 Innovative Marketing Strategies – Depending on the project location,
we had to come up with innovative on ground marketing strategies for
customer acquisition. Social media promotional idea and implementation
were executed to help the organisation do Organic marketing.
 Project Management- The results of the research work helped us to
determine the locations (fuel stations) to target and also tested of the
leadership abilities required to make the project a success.
 Business Development- The opportunity to play a part in expanding the
organisation operations by connecting to the Corporates and making
marketing plans for them was the highlight of the Internship Programme.
 Customer Acquisition- Creating and converting on ground leads to
maximise the customer equity.
 Decision Making & Issue Management- The on ground project
management involved customer engagement by registering complaints
and resolving the issue by decision making.
INTRODUCTION
1.1 Background (About Car Wash Industry)

Professional Car Care Wash industry is a significant market
internationally in the developed countries. India, an emerging
economy and the ninth largest Auto Industry in the world, is not far
from becoming a booming market for car wash. The Indian Car
market growing at 10% annually is estimated to have the highest
number of cars by 2050 with consumer market expected to be the
fifth largest in the world by 2025.
Process of car wash involves cleaning, washing, polishing and
drying of the car.
 Car wash includes both detailed exterior and interior cleaning.
 Exterior wash includes washing of the car from water,
detergent foaming, steam cleaning, waxing, high pressure
steam cleaning, coating, etc. This is done with the help of
various techniques which are prevailed in the car washing
industry.
 Interior cleaning includes seat cleaning and refreshing the roof,
side panels, detailed dashboard dressing, carpet cleaning and
regulating the AC Vent.
1.2 Purpose
The purpose of this report is to show how service industry
where the customer is treated as King Works and how to convert
the customer into a permanent customer i.e repetition of the
buying power of the service by the customer is catered.
1.3 Objective
Following points elucidate the objectives of this project:
 Understanding the Car Care Washing System.
 To understand different products and policies of the company.

 To analyse the potential growth of the company in expanding in
the Car Care Washing Industry.
 Understanding how the Car Care Industry is regulated in terms
of treating customer as the King.
 Understanding different terminologies such as Average First
Response Time, Average Reply Time, Benchmarking, Brand,
Customer Satisfaction, Customer Service, Downtime,
Feedbacks, Frequently Asked Questions, Key Performance
Indicator, Loyalty, Net Promoter Score, Outsourcing, Retention,
Survey and Up selling.
 Study the Automobile industry as a whole and also deeply
studying the passenger vehicle industry.
1.4 Scope of Study

With change taking place at a rapid pace in the economy of India, it is
very important for all the Car Care Wash Companies to work according
to dynamic world. Car Care is just a small part of the whole Car Industry.
To make the car care industry more dynamic in nature various steps were
involved which is the key to the Service Sector.
 Lack of proper information being provided to the company by the

customer.
 Difficulty in attracting customers as there is no direct selling to the
customers.
 The focus is on Niche segment of the targeted audience.
 Cost consideration of the service industry products.
 Inadequate information provided by the service stations to the head
office.
1.5 Recommendation

Since the car washing industry is currently expereincing a
great boom in the market with the growing buying capacity
of the consumers and improved standard of living, they
choose to get better services for themselves. Some of the
recommendations for the company includes:
 Targeting the target market using social media
marketing tools.
 Re targeting the customer by making a monthly or
yearly subscription packages for them.
 Starting with POS Online card payment devices at the
service stations.
 Providing them offers on subsequent car bookings done
in a month.
 Expansion in other metro cities.
 Expanding B2B tie ups with more automobile
companies.

Customer Acquisition and Branding
2.1 Service Sector structure at a glance
India has a diversified Service Sector undergoing rapid expansion, both in
terms of strong growth of existing service firms and new entities entering
the market.
Health Care Tourism Transportation
Banking Online Stores
Diagram 1- Service Sector
The Services Sector is the key driver of India’s Economic

Growth and is estimated to contribute around 54% of India’s
Gross value added in 2017-2018 and employed 28.6% of the
total population.
2.2 Market Segment of Car Care Service

The car servicing market can be classified into 3 categories - organized single
brand segment-run by authorised car dealership network catering to a particular
brand of cars, organized multi-brand workshops that deal with multiple brands
and a vast network of unorganized multi brand (local garages). In terms of
revenue, the larger chunk goes to the unorganized multi brand workshops, a
whopping 53% while a lump sum of 46% is taken in by the organized single-
brand segment. Although the organized-multi brand service providers hold
much promise, they rake in the remaining 1% of the revenue, owing to their
infancy of inception. Before these multi brand organized car service providers
came into conception, the market was originated
of organised authorised workshops and independent small garages. The post
warranty vehicle (>4 years) service market was mainly captured by small
independent garages and this was the sweet spot that organised multi brand car
service providers targeted.
2.3 Role of Insurance Companies

Insurance companies play an important role in the car servicing industry. Car
owners look forward to the major accidental repairs covered under insurance
claim. Since insurance companies have not extended the facility of cashless
repairs to the local garages, the customer is left with no option but to visit
an authorised service station for body repair. Since car manufacturers use their
clout to fix high rates of paint job with insurance companies and major focus
being on replacement, the cost of accidental repairs in an authorised dealer
workshop is extremely high. As a result of this the Insurance companies
pay extremely high claim amount to the dealer workshop thus increasing their
claim ratios much beyond the tolerance limit. Even the customer pays higher
depreciation cost on big fat unreasonable bill.

COMPANY PROFILE
3.1 About Refreshed Car Care

Established in 2016, Refreshed Car Care is one of India's premier
professional car wash and detailing service. It is a door step car care service
that is revolutionising the car care space for both the customer and the
cleaner, and changing the way people take care of their assets. The company
provides on-demand & scheduled mobile car cleans (Refreshed Go) and
detailing (Refreshed Pro) at any location within few hours.
The services provided by the team are environment friendly, use best in
class equipment and cleaning solutions. These services are carried out by a
professionally trained workforce.
The services are offered to Pan Mumbai now and the next step is to take
these services to across different cities in India.

3.2 Services Offered at Refreshed Car Care
Deep Clean: The Deep Clean service offered is a home delivered

service which consists of a van and 3 professional cleaners to clean
the car. This is a detailed service which has exterior steam cleaning,
exterior wax polishing & buffing, Ac vent sanitising with the high
pressure steam machine and many more check points. (Rs 2499)
Express Steam: The Express Steam is available only at the service stations
across Pan Mumbai in which the car is being Refreshed by cleaning the car
interiors as well as exterior with high pressure steam machine and provide
polishing to the interior body of the car (Rs 999).
Express Wash: The Express Wash is a home delivered and at service

stations service in which the interiors and the exteriors of the cars are
washed using the specialised chemical solutions. (Rs 499)

3.3 Team at Refreshed Car Care
Apart from the core team the team has a team of 60 professional
cleaners who are working on the ground level to cater the demand of
the on-going services which is offered across Mumbai. To look after
these professional cleaners there is a team of 8 people who are the
service advisors at these locations/hub. The team also has 24*7
customer service centre which books the service for the customers and
also look after the problems faced by the customers.

3.4 Car Washing Procedure
Step 1 – High Pressure Steam Cleaning
 Saves 30 litre water per car wash.

 Kills all the bacteria present in the car.
Step 2 Drying
 Drying the car using the microfibre cloth which is a specialised

very soft cloth which doesn’t have a hard impact on the paint of
the car.
Step 3 – Interior Cleaning

 Interior cleaning is done using specialised chemical solutions
applied and rubbed using the microfibre cloth to give a new car
wali feeling.
Step 4 – Exterior Polishing
 Exterior polishing is done by using a buffing machine and

applying wax on the same.
3.5 Machinery and Equipments

1. Steam Machine – The steam machine which are used to clean
the car are mostly the high presure steam machines which are
imported from Korea. The Steam Machine which are used in the
detailed services are mostly the diesel based machine knows as
Optima. These machines have a very high pressure which
removes the dirt easily. The machines used at the fuel stations
are the Electric One knows as Comac as fuel machinery cant be
used at Petrol Pumps.
2. Vaccum Machine - The vaccum machine are used to clean the
interior of the car. These are high pressure vaccum which sucks
the dirt easily. The vaccum machine which are used are from
Kacher company.
3. Buffing Machine – Buffing Machine are used to do polish on
the car. These give a proper shine and a teflon coating on the car
which gives New Car Wali Feeling.
4. Tyre Pressure – After each and every wash done tyre pressure
of the car is being tracked using a digital device from Michelin
company.
5. OBD Device – The OBD device is used to check the engine
health and the battery inside the car. These devices are
connected through a mobile app.
6. Mobile Application – A mobile application is there for the
cleaners to track all the details including the before and after
images of the car as well as the car number, battery number, etc.
WORK ROLE & RESPONSIBILTY

4.1 Project 1 - One Indiabulls
One Indiabulls being a renowned and major corporate hub,
Refreshed started its operations here. The corporate park has a 5
storey car parking space for its employees accomodating 1500 cars.
The project lead by me involved identifying market opportunities by
ascertining consumers requirement ,forecasting projected business
and establishing targeted market share. The job involved
management and leadership skills by builiding the team and work
collaboratively with the service team to assesss current projections.
By the end of the phase 2,i.e post one month, the team had good
numbers to show as 132 car washes were washed in the month.
Employees from top notch organisations ,while at work got their cars
cleaned hassle free at their parking spots. The fundamental
responsibilities practiced and executed involved:
Customer Service
Customer service was the central role that involved handling issues
of the customers and turn a stressful situation turned calm through
productive communication. There were instances wherein a negative
review was turned down through customer satisfaction decisions
guiding them to be raving fans of the wash. Customer feedback calls
were made to check for their experience attained by the service and
mark improvement measures on a ineffecient work done. The larger
client base however appreciated the service and put up positive
Google reviews and referred the service to their known. The google
rating of Refreshed shows impressive value service standing at
4.7/5 .

Onsite Sales
The responsibility to engage the customers, explain the benefits and
close the sales was an experience to be retained. Onground leads
were generated and enquiry leads were recorded onsite to follow up
on a later expected date for the service. Close to 200 onsite leads
were generated through the onground sales process. Converting
enquiry leads to sales helped to accomplish marketing and
organisation mission by completing related results as needed. Day to
day sales were recorded and monitored to better understand the
market. Information feeds were pushed into the system which were
discussed in weekly meetings with the higher level management of
the Refreshed Car Care.
Leadership & Communication

Leadership roles provided an opportunity to balance team and
individual responsibilities and win the trust of the team members . A
motivated team helped to exihibit confidence to customers by
completeing the job on time and ensuring complete satisfaction on
the service availed. Direct communication with the customers
ensured a proper update to the different marketing plans adopted
on site :
 Discount coupons of Rs 100 distributed to the sales and enquiry

leads for 2 weeks in order to increase customer base.
 Free T-shirts campaigns were run for drivers with every service
availed for reaching out to the targeted customers.
 Social media marketing ideas were promoted by offering 50%
discount on uploading a before/after picture of their car wash
service.

 Onsite marketing plans were put into actions through
advertisement by standee erection and backlit standee display
near the camp and at maximum traction areas.
Customer Behaviour
Analyzing the customer behaviour and monitoring delegated sales
activities, observations were made about the customer sale pattern.
Priortize planning and discussion with the back office helped us to
identify the companies at One Indiabulls that made the largest
customer base for Refreshed Car Care. Aditya Birla Capital held the
majority stake of the total client base who availed the service at One
Indiabulls Camp. Employees from companies like Khaitan, American
Express, RBL Bank, Network 18, Bloomberg Quint etc., showed
frequent response to our car wash service.
30%
25%
20%
15%
10%
Sales
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4.2 Project 2 - BPCL PUMPS
As Refreshed Car Care has partnered with BPCL in Mumbai, they
want all their outlets to have our Service Stations set there. Out of 20
BPCL Fuel Station Recee we started our operations at the 4 major
locations which were :
 BKC BPCL
 Matunga BPCL
 Chembur BPCL
 Kharghar BPCL
The starting of service station camps at these location got lot of

attraction. The number of wash per day on an average was around 4
on weekdays whereas on weekends the number used to be doubled
i.e around 8 cars. The customer base here was totally different when
compared to One Indiabulls. At One Indiabulls most of the cars which
were driven to our station were accompanied by corporate people
whereas most of the cars driven at Petrol Pumps were by the driver
of the car owners. So to pitch them about our service and them to
confirm with the car owners was one of the drawbacks. Also, mostly
the cars coming at these service stations were of major fleets Ola
and Uber.
BRANDING OF SERVICE STATIONS
The Service Stations present at the BPCL Fuel Stations needed to be

branded as to attract the customers. Branding took place in the
following manners at these stations :

 Service Stations wall being decorated with the yellow colour
wallpaper with Refreshed Car Care Logo water marks on it.
 Installation of Flex and Standees on the site with our necessary
service offered mentioned on them.
 Pamphlet being distributed to all the car owners coming to
refuel their cars at the fuel stations
 Graphitic wall paint with our brand logo on the walls of the
pump.
CUSTOMER ACQUISITION
Acquiring customer at these fuel station included marketing activities

such as :
 Newspaper Advertisement : Pamphlet were distributed in the

near by localities of the pump in the newspaper.
 Rs 100 off : A discount of Rs 100 off was provided to the
customers to attract them with our services.
 Referral Programme : Drivers were asked to referr to their
friends in order to get a free tshirt with every 3 bookings they
got at our sevice station.
 Social Media : Facebook Ad’s were used and geofenced near by
to these fuel stations.

FEEDBACKS
Feedbacks by all customer are taken after a day of service being
provided to them. Our customer care team at the back end calls
them and note down their feedbacks on our backend. If they are
dissatisfied with the service a complimentary service is provided to
them in order for maximum customer satisfaction. At the end of call
they are asked to right review on online social platforms.
Figure: Screenshot of the research work carried out for BPCL Pumps

4.3 Project 3 - Capital Inventory Tracking
• Took count of all the machineries at all the service hubs of
Refreshed Car Care .
• Assigning serial numbers to all the machineries at these service
hubs.
• Made a inventory tracking sheet to keep a regular update of
wear and tear of Machineries.
• Assigned the entire inventory to individual workers who will be
liable to work with that machinery.
• Took a note of all the dead/worn out machinery and helped the
supervisor to dispose them through a process.

4.4 Project 4 - Goods Inwards and Outwards Sheet
Drafted this sheet, which is used by the supervisors of the service
stations to regularly update the Operation Head on the amount of car
washing chemicals used per day per car. This data helped us to
minimize the wastage of the chemicals. The process involved in it is :
 Whenever the replenishment takes place at the service station

there needs to be a proper entry in the sheet so there is no miss
match of chemical solutions or any other inventory which is
being transferred from the Hubs to these Service Stations.
 Since the chemical solutions are refilled every morning in the
spray bottles, these are measured every morning so as to keep a
proper track of these solutions being used on the car and the
overall cost of washing a car can also be ascertained from this.
 This sheet after filled is sent to the Hub Supervisors who
maintains the main sheet. Thus, all the costs are ascertained
there.

4.5 Project 5 – Disclaimer Sheet
• Drafted a Disclaimer Sheet, which is to be filled by the

Supervisor of the Service Station to examine and note all
the details (like any scratches, dents, mirrors etc.) of a
car booked for the service.
• The advantage of the disclaimer sheet is that now the
customers cannot falsely claim any damage done to the
car after washing.
• An additional step in this regard is taken by clicking the
before and after wash pictures of the car. This is the duty
of the service supervisor.
• Note: All ours services are insured so even after
taking all the precautions if, any damaged is done to
the car while washing the customers are compensated
properly.

This sheet was filled before taking the booking of the car on the
app and was made dully signed by the customers so that there is
no false claim by the customers.

MARKET ANALYSIS
5.1 Porter’s Five Forces Model
Threat of
New
Entrants
Intensity of
Threat of
Competitive
Substitutes
Rivalry
Bargaining Bargaining
Power of Power of
the the
Suppliers Customers
Porter’s Five Forces Model

 Threats of New Entrants : The Car Wash business always
faces the challenge or threat of new entrants. Since the nature of
the business is very simple, easily applicable and limited capital
requirement, there is always a threat of new entrant.
 Threat of Substitutes : People will buy car and they want to get
it washed again and again. This service can also be substitued
with new equipments which can help in washing the car fast and
in an easier manner alongside serving the social cause by saving
water.
 Bargaining Power of Customers : The bargaining power of
supplier is also termed as market of Inputs. Supplier of all nature
weather raw material, labour, and services for this business can
be proved to be a major source for accomplishing the
objective.Since in this business, there are large number of
supplier in terms of Raw Material, service and labour, is in the
hand of business.
 Intensity of Competitive Rivalry : The perfect car wash faces a
lot of competition from various competitors. In order to fight
this competitions, they will have to come up with new and
advanced value services in order to gain edge over competitors.

5.2 STPD Analysis
Segmentation Targeting
STPD
Analysis
Positioning Differentiation
Segmentation
 Demographic: The customers here are segmented through their
demographic profile such as age, gender, education and
occupation.
 Psychographic: By personality and lifestyle.
 Behavioral: Number of new customers, loyal customers and
services needed.
Targeting
Refreshed Car Care has segments its customers by type of car
ownership

 New Car Owners: Owners of new cars are most likely to opt
for a professional car wash service. They expect their car to look
new and opt for a detail services. At Refreshed, the team works
efficiently to serve the tagline of ‘New Car Wali Feeling’.
 Dealerships: Automobile companies have a fixed number of
cars for their service. They often like to wash the car and deliver
it to the customers. Refreshed Car Care is trying to connect with
such B2B customers, which can tie up with them.
Positioning:
Premier value added service provider
 Pricing: The pricing of the service is kept very nominal
according to fight with the pricing strategy of other competitors,
 Advertising & Promotion: Social Media promotion,
newspaper advertisement, onsite sales pitch to the customers,
etc.
 After Sales Service: Feedback calls to the customers are made
to check down the satisfaction of the customers with the service
and also a health report card of the car is mailed to the
customers
.
Differentiation:
 Eco-friendly approach helps to save them 30 litres of water on
every wash.
 Website & on call instant booking for the customers which is
available 24*7.
5.3 PEST Analysis

Polotical Economic
Factors Factors
Technological
Social Factors Factors
Political Factors: Refreshed Car Care does not face any such
political factors, which affects the running of their business. Since, its
saving water on every wash gives them a green signal from the
political parties.
Economic Factors: Refreshed Car Care being price sensitive on
customer end has very minimal economic factors. In India, people
would generally prefer owing a house first and then a car. It’s the
urban sector population, which has a higher demand for cars in India.
Social Factors: Refreshed Car Care being on a upper hand car
washing service is generally taken by the car owners who has upper
income level. Generally, cab drivers don’t prefer to take this detailed
service but now Ola and Uber being on on-board who provides extra
incentive on reviews of the car driver, the drivers tend to keep their
car clean.
Technological Factors: Refreshed Car Care from the starting has
been on the tech side by providing the booking by using the mobile
app or make it sending the Engine Health Card Report. Being a tech
savvy company in this Tech Led environment is always a plus point
for the companies.
5.4 7 P’s of Marketing Mix

Price: No competition in pricing as there is no waterless car wash
service prevailing in the market.
Product: Being a exclusive waterless service, the product is highly
differentiated from other wash services and is affordable.
Place: Easily accesible as it is available door to door.
People: Professional cleaners with 60 hours of quality training.
Promotion: Word of mouth, Sales pitching by the workers, newspaper
advertisement, social media, etc.
Process: The whole cleaning process takes place in a step wise
process including the car getting booked on the Mobile app also.
Physical Evidence: Mobile vans with the Refreshed water marks on
its body, employee attractive uniform, etc.
5.5 SWOT Analysis

Strengths
 Door step car cleaning service
 Professional Staff with 60 hours of training.
 Waterless washing approach
 High end equipments.
Weakness
 Handling the blue collar manforce.
 Higher cost of operation.
 Machinery down time.
 Lack of service stations.
Oppurtunities
 Expanding to Pan Mumbai.
 Expansion in oher cities.
 Increasing the marketing of the product.
 Supportive Macro Environment.
Threats
 Competitors copying the product.
 Work force making unions.
 Monsoon season.
 On site mishapps.
References
1. www.yourstory.com
2. www.investopedia.com
3. https://auto.economictimes.indiatimes.com/latest-news
4. www.refreshednow.com

Executive Summary
Name: Kratik Parakh
Organization: My summer internship was at Refreshed Car Care
which provides car cleaning services at customer's doorsteps. It is an
eco friendly car cleaning company whose main aim is to save water. It
saves round 30 litres of water per car by using specialised non-toxic
chemical solution. This solution does not have any harmful effects on
the car and is human friendly too. Refreshed Car Care is an emerging
company in the Car Servicing Sector and wish to contribute to the
society and environment by expanding it to the near by cities keeping
in mind it's moto i.e to clean your cars without wasting water.
Objective:
 Understanding the Car Care Washing System.

 To understand different products and policies of the company.
 To analyse the potential growth of the company in expanding in
the Car Care Washing Industry.
 Understanding how the Car Care Industry is regulated in terms
of treating customer as the King.
 Understanding different terminologies such as Average First
Response Time, Average Reply Time, Benchmarking, Brand,
Customer Satisfaction, Customer Service, Downtime,
Feedbacks, Frequently Asked Questions, Key Performance
Indicator, Loyalty, Net Promoter Score, Outsourcing, Retention,
Survey and Up selling.
 Study the Automobile industry as a whole and also deeply
studying the passenger vehicle industry.
NOTES

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Summer Internship Programme – 2018

COMPANY NAME: REFRESHED CAR CARE

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Interim report is submitted in partial fulfillment of the

FACULTY GUIDE Prof. Sanskriti Desai

COMPANY GUIDE Mrs. Spruha Mehta

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Prof. Sanskruti Desai

(Prof. Sanskruti Desai)

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I would like to take this opportunity for extending my gratitude toward

Firstly, I would like to express my deepest regards for my Company Mentor,

Thirdly I would like to acknowledge my faculty guide, Prof. Sanskruti Desai

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Chapter Company Profile 13-18

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Chapter Market Analysis 29-37

 Experience the start up and practical environment.

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 Market Research – The research work was carried at 20 Bharat

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1.4 Scope of Study

 Lack of proper information being provided to the company by the

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Health Care Tourism Transportation

Banking Online Stores

Diagram 1- Service Sector

The Services Sector is the key driver of India’s Economic

2.2 Market Segment of Car Care Service

2.3 Role of Insurance Companies

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3.1 About Refreshed Car Care

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Deep Clean: The Deep Clean service offered is a home delivered

Express Wash: The Express Wash is a home delivered and at service

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 Saves 30 litre water per car wash.

 Drying the car using the microfibre cloth which is a specialised

Step 3 – Interior Cleaning

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Step 4 – Exterior Polishing

 Exterior polishing is done by using a buffing machine and

3.5 Machinery and Equipments

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WORK ROLE & RESPONSIBILTY

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Leadership & Communication

 Discount coupons of Rs 100 distributed to the sales and enquiry

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The starting of service station camps at these location got lot of

BRANDING OF SERVICE STATIONS

The Service Stations present at the BPCL Fuel Stations needed to be

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Acquiring customer at these fuel station included marketing activities

 Newspaper Advertisement : Pamphlet were distributed in the

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 Whenever the replenishment takes place at the service station