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Makki Mobil Oil (MMO) changing station is famous for its best oil changing services for all sorts of vehicles for the last 10years at Peco, Road near Akbar chowk, Lahore. Being among the pioneers, they are well known and respected in this field and they have made a lot of loyal customers as well. Now they have opened a new station at Main Boulevard PIA housing society, Lahore. The main thing that differentiates them from the rest of the service providers is that they keep full record of the vehicle & its owner details. It is believed that people not only come to change their vehicle Mobil oil but also they get their cars cleaned and checked overall with detail. A CNG mechanic checks the car and its working free of cost. The extra overhaul along with Mobil oil change provides excellent service, efficiently and expertly cleaning vehicle¶s engine so that customer repeatedly uses the service. The new area has a number of benefits in terms of the market that it will provide for the business. Over 90% of households in the immediate neighborhood have their independent vehicles like cars, wagons, rickshaws & motorbikes.
³We are always in the race to become the most innovative Mobil oil changing station and to serve the customer at our best, with excellent services, saving time & money of the customer making them satisfied & loyal for generations.´
Product & Services
Makki Mobil Oil change station has the following product & services: y y y y y Free Oil Change (Oils of all the companies) Free CNG Kit/Carbonator Check up Free Cleaning (Air filter, interior & exterior) Free SMS/CALL alert subscription Air ± conditioned waiting area/ Heaters in winter
After changing the oil they give complimentary: y y Free perfumed tissue paper box Free dusting cloth
The station is expected to break the records of the old branch because most of the old customers belong to this area. Productivity & Quality The 10 year experience. Process of Service Delivery y y y y y Helper parks the car on the dug. and now it would be focusing on the nearby societies like Wapda Town. so it would not be a big disaster for the owner if the marketing plan could not work. The waiting/sitting area is clean & tidy. The whole process is done in an appropriate manner with touch of perfection. Front Mirrors. As the same owner is running a very successful business at Peco road. air filter. Placement They have opened a new station at Main Boulevard PIA housing society. but we are 100% sure that this plan will obviously work because they have much more to invest in the marketing of the new station opened. Their focus will be on to grab & retain as much customer as they can and make them loyal customers. oil filter. Lahore. . so there is no risk of having a property at rent which may increase the cost of your services. This is done from the very beginning till end of the process. The manager receives the details about the transaction.e the Ramps & Dugs are made according to proper measurements that minimize the danger of any accident. check battery water & gear oil. PIA itself. equipped with Air-conditioner and Heater facility. LCDs are used to show the process of oil changing. Physical Environment The environment i. hard working employees and loyalty towards work helps MMO to increase its productivity towards offering the services and making it a quality work.Financial Feasibility The station is being run on the personal property. Cleaning is done. Iqbal Avenue and NESPAK. direction signs are placed that help in minimizing accident. People The customer & the employees are given brief tips & information of how to take care the important parts related to engine of the vehicle. Boys open Engine Bolt.
Shifting the customers of the area to this station. This marketing plan will result in getting the attention of the new customers. . Increase their sales by 20% per year in future. Objectives They have launched this station this year. To be the most innovative & quality service provider in a long diameter. So they have a great chance to grab as much market as they can in current situation. Competitive Environment: There is no Mobil oil change station in that area in the radius of approximately 3Km. retaining the image of the station in their minds and making them loyal to the station.Strategic Focus & Plan Launching this marketing plan will result in the awareness of people about the station and also this will help the station to calculate and keep the data about the people having vehicles. Their quality services have made them famous in the market and created a good word of mouth among the people. so the objectives for this marketing plan will mainly be: y y y y Attracting as much customers as they can. The stations situated outside the radius are not much equipped & innovative.
and describes the opportunities and threats faced by the station.Situation Analysis As this is the first year of their business in this area. Strengths: y y y y The experience of working in this field for the last 10 years. Strong station name recognition and equity in the community. . Weaknesses: y y They have a little bit problem of not having a proper parking place. Government policies. Opportunities: y y y They can start keeping seat covers and decorating items. ³SWOT Analysis´ SWOT Analysis: The following SWOT analysis observes the key strength and weaknesses within the Makki station. They can make a cars spare part shop. they believe that a comprehensive marketing strategy will be a key to the success of the business. The basic market need is oil changing service that is far better than the traditional oil change. They can make whole sale point of Mobil oil in that place. The need to have a fairly constant volume of business to support the necessary service staff. Well trained employees and the behavior of the employees. Threats: y y Future/ potential competition from new openings. Good relationships with many perspective customers in the target market.
Iqbal Avenue & Revenue housing society. They can also make it as a whole seller of Mobil oil.Competitive Analysis In future. increase customer awareness. and build good customer relationship.000. 87% of the business will be mainly from a 2Km radius. The total targeted population is just over 30. A 3 ± 4Km radius is in need of these services. They will focus on the following strategies if a new oil changing station opens in that area: y y y y They will introduce extra services along with oil change. they have the back up plans that how to fight against them. however.e Punjab Govt. Wapda town. They will find out the weaknesses of the competitor and hit those when a new comer enter the market in their area. (approx) . They will use several different methods to achieve these goals to maximize their profit and customers as well. Steadily increase market share every three months period. if there comes any competitors. Marketing Strategy The marketing strategy will be to develop brand equity. Develop both effectiveness & efficiencies in the delivery of the service through advanced training and work-flow analysis. Financial Objectives: y y y Increase the profit margin by a reasonable amount each quarter. Marketing Objectives: y y y Increase the number of oil changes repeated by customers every time the engine requires an oil change. Develop a good brand name in this area. They have targeted to grab most of the market by providing matchless services at both front & back stage. Housing society. Achieve a double digit growth rate each year for at least the first 2 ± 3 years. Target Market The target customer consists of the following geographic factors: Geographic: y y y The immediate geographic target is the surrounding of PIA housing society i.
The goal with these customers is to promote regular use of the oil change in a specific period of time.All the above users will be targeted according to their needs and special attention will be given to them. therefore their engine sensitivity can be a source of targeting them according to their requirements. and. The aim is to inform these customers that this oil changing station keeps their car driving as good as it did the day they drove it off the showroom. They will tell the necessary facts & information required to take care about the engine and the body of the vehicle. New vehicle owners: Owners of newer cars are most likely to change the oil in time and they are the most sensitive target customers. They will also pride themselves on the good sound of their car that only comes when the engine is good. . The customer will be entertained with the priority of being registered at the station and the new customer will also be given the attention at the best. These owners take great pride in their cars and will bring them often to the station to repeatedly check up of the car. MMO wants this to be popular in the market because it is difficult to maintain the data up to dated and stay in touch with the customers. Both of these groups are keen to keep their vehicles maintained because the breaking out expense of engine is very expensive to them to bear. Sports car owners: These cars are rare but found in the area in quite god number. rickshaw etc. 3. Lifetime owners: Many of these people have owned their cars for more than five or six years. People are very much sensitive towards their sports cars and the owners are often younger or middle-aged men and will regard the working of the engine of their car as important. Older vehicle owners: These people have either owned their old vehicles for several years or are unable to afford the expense of a new vehicle but want the feel of relaxed driving and the maintenance of the engine. 1. They are attached to their cars as friends and though it may be more sensible for them to purchase a new car. The customers will be kept in contact so that they may feel a sense of ownership to the station and believe that they are being cared by them. car. Market Programs Makki Mobil oil (MMO) changing station is providing the market with an unmatchable Mobil oil changing service for the community. They believe that the type of car that a person owns and the volume they drive in a day. Those who have second-hand cars often spend many hours in their cars and will place high importance on keeping their car engine and other parts maintained mechanically good. this will make them loyal to the station. 2. So targeting those most profitable customers will help to make a good word of mouth in the area. 4. they will bring their car in for a checkup occasionally. To whom it will be marketed? Their target market is every person that contains a motorbike. their necessary required data is kept in the database that automatically generates alerts. It focuses to provide extra attention on the database & speed of oil change as its core competencies. wagon. and are more likely to be more caring about them.
They will not regularly use MMO unless they receive excellent service. . Price Strategy: MMO has given the services of free Mobil oil change. The following areas will be monitored to gauge performance: y Revenue: monthly and annual. They take a reasonable profit margin from the distributors and hence they sell the Mobil oil at the original consumer price written on the oil bottle. Controls: The purpose of MMO¶s marketing plan is to serve as a guide for the organization. The only price they charge is the price of Mobil oil. This results in creating a higher customer satisfaction that he is not being charged for the extra services he is receiving for the vehicle. meeting plan. High quality Mobil oil. Convenience. Free CNG Kit/Carbonator Check up. y Repeat business. to gain market share. to increase on a consistent basis.Services Strategy: They believe in performing up to the mark and they address the following benefits that are important to the customers: y y y Exemplary customer service.The target market value higher quality Mobil oil for their engines of the vehicles. They have long & good relationships with the Mobil oil distribution companies. air filter and oil filter.The target customers have money and are used to having excellent customer service.The minutes/time of operation as well as the time needed to provide the service must be convenient and fast respectively. y Sales: monthly and annual. y Customer satisfaction. meeting planned objectives. from each customer. Free SMS/CALL alert subscription. Free Cleaning.
To create customer awareness. The second method will be networking & PR. The first method is the placement of advertisements in the local newspaper & magazine. The last method of communication for MMO¶s marketing is the use of coupons within the housing societies. This message will be communicated through several different methods: 1. The marketing strategy will seek: 1. The networking & PR will be a good source of customers as MMO has developed significant trust relationships with many within their community & other parts of Lahore. This will spread quickly in the local targeted customers. Work toward building customer loyalty. The use of coupons will likely introduce people who are not yet familiar with MMO and the services that they offer. MMO will leverage the equity it has already earned by serving for more than 10years in this field. the well equipped & trained staff they have are efficient in working at their best providing a delighting services to the customers. Develop a customer base.Promotion Strategy The objective of doing excessive marketing is to position MMO as the premier Mobil oil changing station in the area and steadily increase market share. . The message that MMO will communicate is that the type of expertise they have in this field. 2. 2. 3. 3.
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