Service Plan on

Course: Service Marketing (MKT412)

Section: 04

Submitted to
Ms. Zarjina Tarana Khalil (ZTK)
Senior Lecturer, Department of Marketing and International Business

Submitted By
Group: 1
Soumik Shadman Turjo 1831048030
Kazi Sumaiya 1831893030
Sanjida Ahmed Orna 1812034030
Mushfikun Shahadat Khan 1812792630
Kazi Md. Rahat Hasan 1811807630
Tahmid Jahin 1912286630
 Table of Contents

Introduction ........................................................................................................................................... 4
The Core Service ................................................................................................................................... 5
The Target Market ............................................................................................................................... 6
Pricing .................................................................................................................................................... 7
Promotion .............................................................................................................................................. 7
People ................................................................................................................................................... 11
The Company Hierarchy and Departments ................................................................................. 14

Physical Evidence ................................................................................................................................ 16

Capacity Management ........................................................................................................................ 18

Process ........................................................................................................................................ 19
Description of the Blueprint ........................................................................................................... 19

Front Stage .................................................................................................................................. 19

Physical Evidence ........................................................................................................................ 19
Front Stage Actions..................................................................................................................... 20
Customer Actions ........................................................................................................................ 20
Backstage Actions ....................................................................................................................... 20
Support Process ........................................................................................................................... 20
Possible failure points and Recovery strategy .............................................................................. 21

Productivity and quality ..................................................................................................................... 22

Conclusion ........................................................................................................................................... 23
References ............................................................................................................................................ 24

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 Letter of Transmittal
December 26th, 2021

Zarjina Tarana Khalil

Senior Lecturer
Department of Marketing & International Business
North South University, Dhaka

Subject: Requesting to accept the following report

Dear Ma’am,

We are pleased to provide you with our group report for MKT 412 on Nonstop- a car renting
service app and website. This report consists of the core services, target market, pricing,
promotion, people, physical evidence, capacity management, process, productivity & quality
for our service providing company “Nonstop”.

We sincerely believe that we have gained an invaluable insight into the inner mechanisms of
Service Marketing through this project. We hope that this report satisfies all the requirements
of the project and that you find it to be unique and praiseworthy.

Sincerely,

Soumik Shadman Turjo 1831048030

Kazi Sumaiya 1831893030

Sanjida Ahmed Orna 1812034030

Mushfikun Shahadat Khan 1812792630

Kazi Md. Rahat Hasan 1811807630

Tahmid Jahin 1912286630

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 Introduction

Nonstop is a Dhaka based online car hire company which for now provides a small range of
cars to its users for according to their preference. It can be hourly, weekly or even monthly
and they can take the car wherever they want to. The cars that we use suit all budgets and
purposes of the users. Due to Covid-19, renting a car or booking an uber has become unsafe
as well very costly so these were the factors behind starting our company Nonstop.

Client service and their satisfaction matters the most to us since Nonstop is a customer-
oriented company. And this is achieved through our 24/7 availability and affordability. The
customers are provided with absolutely new and well-maintained cars at a very competitive
prices and provides hassle free and enjoyable driving experience.

Many people in Bangladesh can’t afford to own a car and that’s where Nonstop comes in.
This service is also designed keeping these people in mind who do not have a car themselves
but would love to experience the feeling of it. Renting a car for themselves for a few days and
driving it on their own will give them the feeling of a car owner which is a big dream for
many people. Our service will be Dhaka based at first and then we will expand it to other
cities seeing the customer demand and the fulfillment of their expectations.

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 The Core Service

Nonstop is a unique online based service which provides customers to pick a car of their own
choice from our website/app according to their preference and then book the car for a few days
or even weeks. This is the very first time in Bangladesh where customers can book a car to
drive it themselves and take it anywhere as they want. In a small country like Bangladesh,
many people can’t afford to own a car and when you are living in a big city sometimes owning
a ride can be a bit needless as there are other options of transportation. So, if someone wants
to go on a trip or go far away from the city, they can book themselves a car from Nonstop. Due
to Covid-19, many people have had troubles renting a car or even book an Uber but with
Nonstop service, it has become easier for people to book themselves car according to their
preference. The unique values we are providing are-

1. Self-drive car rental service: Nonstop permits one to book themselves a self-driven
vehicle of their preference at a reasonable rate. To get oneself self-driven vehicle one
simply needs to share their information by providing their name, proof of driver’s
license, rental span, pickup area, vehicle type at given structure.
2. Plan your program: The users can book a car hourly, weekly or monthly as per their
demand. They can also select a car depending on their budget, number of people,
comfortability. This will ease our users to choose us over any other car rental service.
3. Flexible prices: Our plan is to provide the best service in an affordable price so that
the people who can’t afford a car on their own can experience what it is like to have
your own car. It will not only fulfill their certain requirements but also give them the
feeling of dignity.
4. Go anywhere: With our service, one can simply book a car and go anywhere they want
to. We will have GPS tracker in all our cars so that we can always locate them and be
aware of the location they will be going.
5. 24 hours pick up and drop off service: We want to provide our service in the easiest
way possible so we will be giving them the option of picking up the car from wherever
they want and they will have to return to the same place. And it is not always easy to
find a car of your preference at any moment you want so one of our differentiators is
that our service would be 24/7 available and our users can book a car any time they
want. So our users can avail the service by picking up the car any moment from
anywhere and drop it off at the same place any time of the day.
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 6. Easier accessibility: The users can choose any type of car from the given range in the
website or the app. This will give freedom to the users to choose the car of their choice
so that they are comfortable with the whole experience.
7. Quick online booking: The users can book the car of their preference from our website
simply just putting their requirements, name and their preferred pick up and drop off
location. And within a very short time, they will get their confirmation mail.

The Target Market

As we will be first one to provide this sort of service in Bangladesh, our target customers would
be very specific. It will be based on demographic, geographic and psychographic segmentation.

Demographic:

 Age- We will be targeting the people of 18 and above till 55 years old.
 Gender- Both male and female will be able to take our service.
 Occupation- Our users can be students, service holders, homemakers, business
people
 Marital status: They can be married, unmarried or divorced.
 Income: People of medium income groups to higher income groups can avail our
service.

Geographic: As it is a very new business, we will be targeting Dhaka at first so initially, the
people of Dhaka will be our target customers. And if we get to fulfill our targets and meet the
customer expectations then we will be moving to other big cities and start offering our services
there.

Psychographic:

 People who come to Bangladesh from abroad for a month or so or maybe even for a
shorter period time, they will be availing our service.
 People who like travelling or prefer to go on trips or on vacations with or without family
and friends.

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  The ones who want to have an experience of a car owner but cannot afford to have their
own.
 New learners who just started driving.
 People who do not prefer to have a car on their own because of the maintenance cost or
the hassle.

Pricing

As in “Nonstop”, a host gives out their car directly for renting, the host sets the pricing of rental for
their cars. The pricing policy will be as below:

 The daily fee for a host's automobile is set by the host, and various costs can be set for different
days.
 The person leasing the car can begin and finish whenever they and their host decide, but the
minimum unit we'll bill is a day.
 The price per day is calculated by adding the daily price for each day of the lessee’s trip,
subtracting any applicable discounts, and dividing the total by the number of days in their trip.
 If the user chooses to prolong their number of days, the cost will be determined by the number
of additional days, their host's tariff for those days, and any other levies.
 We will be having separate daily minimum booking prices, which will be refundable before 2
days of the trip; based on the projected distance and type of trip and type of vehicle. For:
 Sedans/Compact Vehicles: 600
 For crossovers &SUVs: 800
 For minivan, MPVs and Microbuses: 1000
 Nonstop will charge an overhead cost of 15% on the overall rental deal, including taxes,
connection and feature charge and safety charge.

Promotion

Promotion will play one of the most pivotal roles in reaching out to people with our services.
Primarily, we will promote our business through our app and website. Next, we can use both
traditional and digital marketing approaches to inform customers about our service. Bangladesh
has now recently been a hub of emerging start-ups, therefore, coming up with an entirely new

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category of startup and using this to create buzz will be one of the starters. Due to abrupt
technological advancements, the people of our country are using Social Medias more than ever.
Hence, using social media as a powerful tool to reach out more people will be an effective
strategy for us. As we have limited resource at the beginning, we will heavily focus on social
media marketing, rather than investing significant money in the Television and Newspaper
advertisement from the get go. Let us go through the different promotional strategies and
platforms we will use for “Nonstop” -

 Facebook: This is undoubtedly one of the most popular social platforms in our
country. Almost all age groups use Facebook. As a result, an official Facebook page
will help our business reach the desired Target group. We can regularly run advertising
campaigns on our Facebook pages and collected feedback from received comments. By
actively promoting our app and services on this widely used platform, we can regularly
remain in the news. We can also address customer concerns through Facebook personal
messaging. We can create digital contents and posts on different social issues to remain
relevant on consumer minds, and through this active participation and addressing of
social issues will help create a positive brand image and ensure social responsibility.

 Instagram: We will create official Instagram accounts to boost all our promotional
activities. Using Instagram influencers, we will promote our brand and reach a myriad
number of people. For higher brand visibility, we can do paid promotion with Instagram
influencers Zohra and Pinky Peya who will promote using Nonstop self-driving
services as an elevated lifestyle.

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 YouTube: Using popular YouTubers in the country to promote our business will be
one of our crucial strategies. YouTubers who have a wider reach to the audience with
a high subscription numbers such as Salman Muqtadir, Solaiman Shukhon, Rafsan
The Chotobhai, Khudalagse etc. will promote our app in their videos and help their
subscribers to understand our service.

 Television: Finally, we can also use television advertisement as one of our

promotional tools. We can use a prominent and respected figure from Bangladesh
media like Adil Hossain Noble to appear in TVCs and promote our business.

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 Newspaper: Bangladesh has a number of news dailies that we can use to further
promote our business. We can post advertisement in the newspapers like - দৈনিক প্রথম

আল ো, দৈনিক পূর্লকোণ,
ব দৈনিক ইলেফোক, The Daily Star, The Business Standard,
Dhaka Tribune, The Financial Express to run promotions of our services. We can also
offer discounts offers and Coupons codes through these channels.

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 People

With the goals to establish “Nonstop” as one of the rising companies in the Bangladeshi start-
up ecosystem, we as a company, must provide significant focus on our people tied directly to
service provision as the interaction between consumers and contact personnel greatly navigates
overall customer perception of service quality. Therefore, we need employees and people who
will not only believe in company goals and visions, but also help shaping a sustainable
company culture – a culture that promotes and breeds the idea of superior service quality to
customers while simultaneously ensuring employee growth and satisfaction. To make that
possible, we must find right customer-contact employees who are perfect fit for company
culture and perform their tasks well. As a young rising start-up, we encourage young energetic
people to join our team who are able to pitch in ideas. We encourage diversity and gender
equality among our people and therefore, young women, minorities or anyone with the right
attitude is welcome to join the team.

Since we offer a peer-to-peer car rental service through a sophisticated and fully functional
mobile application, our mobile app is the primary contact point for the customers. Our
employees will not be directly interacting with customers for the purpose of delivering primary
service Therefore, securing and building a user-friendly and efficient app interface is a major

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task for our employees which requires in-depth technical skills. It is important to note that, as
service marketers, we need to make sure recruiting right employees that are able to cater to the
high standard demands of service quality.

After successfully specifying the roles and responsibilities of employees, we must recruit
employees with high-performing functional level skillset who are able to cope with the ever-
changing dynamics of the star-up industry –

 Since we aim to make “Nonstop” a highly automation-backed state-of-the-art mobile

application useable for anyone, we must recruit tech-savvy people with a knack for
innovation; employees who are equipped with the right skillsets to build such
application from scratch while constantly collecting customer feedbacks and making
improvements through iterations.
 We can design the recruitment and selection process keeping in mind the Person Job
Fit and Person Organization Fit. We will also incorporate different selection tools
and tests to measure an employee’s job fit and fit to the organization culture. Such tests
and tools are - Situational Tests, Cognitive Ability Tests, Personality and Interests
Tests, Achievement Tests etc.
 We would also hire a capable HR team to coordinate cross-functional activities, set up
KPIs, and train employees in the areas that are necessary to improve individual and
overall organizational goals.
 We would introduce training program for employees who come short of performing

tasks effectively or for those failing to deliver customer support. We will provide on

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 and off-the job training programs that can be done through setting objectives of the
training, determining the contents, selecting delivery method and securing budgets.
 As a new venture, customer mindset is an uncharted territory for us. Hence, we will
recruit employees who are able to effectively run market research, to understand
customer mindset, do due diligence and connect with customers to gather data and
improve overall service.
 Since, 5G is set to be launch at the advent of the next decade, there are little doubts
about how much it will disrupt the overall lifestyle. We will provide trainings to our
employees by hiring experienced professionals with relevant expertise with this area
and develop technological know-how for our company by future-proofing our
employees so they are ready to face any challenge in days to come.
 As an alternative to manual recruitment process, since recruiting employees manually
are considered intricate and less efficient, we will also hire outside HR firms with
automated selection and recruitment tools in order to make overall process more
efficient.

Protection for Employees during Covid-19 situation

As the current situation may escalate any moment beyond control, it is imperative to take
precautions and make necessary arrangement to maintain employee safety and protection.
Making sure employees are vaccinated, maintaining social distancing and flexibility to by
adopting work from home culture could be one of many steps to begin with.

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 The Company Hierarchy and Departments

The corporate structure for NonStop comprises the following positions and roles followed by
other business and functional level managers. We will have a number of functional departments
at our NonStop headquarters located in Dhaka. The people we will recruit through rigorous
process will be working in these various departments reporting directly to their respective
business level managers.

Figure: Organogram of NonStop

IT Team

As a distinctive startup providing peer-to-peer car rental service by connecting hosts with
customers, our team will need to work with lots of data related to all stakeholders. The team
will then analyze, interpret these data and help create personalized service for customers, and
also helping to take actionable decisions to support the daily operations. The tech team will be
led by the Vice President of IT who will also manage engineers and other technical issues to
support our products from fixing any bugs from user’s end to smoothing out the entire front-
end and backend process. Innovation drives sustainability and therefore, our team will work
incessantly to provide new updates to the app, solve any critical problems and improve user-
interface for ease of use.

Marketing Team

The marketing team will be led by the Vice President of Marketing and with the supervision
of Marketing Head who will be in charge of planning campaigns, promotional offers and festive

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discounts. The social media manager will manage all the queries from the customers and
respond to them accordingly.

Finance & Accounts Team

Our finance team will take on all of the affairs related to money a financing. From revenue
projections to every other financial aspect will be handled by this team lead by a highly
competent Vice President of Finance & Accounts. Nonstop accounts team will handle all
liquidity money and assets related affairs. The team will maintain liaison with banks and
prepare important financial statements for the investors and stakeholders to keep track of
company performance. The Accounts Manager will have an in depth role on monitoring all the
transactions of Nonstop.

Logistics Team

The Vice President of Logistics will lead the Support team who will provide 24/7 customer
service from answering queries to handling customer complaints. The Assistance Provider will
be helping new customers navigate through the service process and the role of Sanitize
solutions will be keeping the vehicle disinfected before and after the service.

HR Team

Our HR team which will be led by the Vice President of HR will perform some of the most
crucial roles contributing to our core business. Our HR team will be highly trained with the
vision of making our employees the most important and valued asset for the company. They
are responsible for training, grooming and motivating employees and making sure we recruit
the best fit for our company culture. Also, the trainers will monitor the monthly performance
of every representative, assistance provider and also the cleaners, if they are doing their job
perfectly or not.

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 Physical Evidence

During the lockdown it simply gets riskier to go outside by using public transport like car,
CNG, bus, rickshaw and other public transport. Those who have their private transport usually
don’t face any problem but to others it’s kind of tougher to reach from one place to another.
Just to solve that problem we came up with this idea so that people don’t face many problems.

Our Website as well as our Facebook and Instagram pages, will be leveraged to bring in new
clients. We shall have our own office with the right environment to guarantee clients that we
are suited for the role. The website was created to have an influence on the business's physical
surroundings, which will build confidence. Consumers who have experienced our services will
be featured on the website and Facebook page on a regular basis so that potential customers
can have a better sense of what to expect.

We worked hard to make the website more user-friendly as necessary so that clients never
become confused or feel frustrated. We feel that each client is unique, and whether they need
to contact one of our service representatives, there will be a quick chat option on our website
that will help them to do otherwise. In terms of rules, clients may pick how many days they
want to use our cars. We'll be simply a text or phone call away. For those who are in need of a
car for a short or long amount of time, it is both thrilling and pleasurable, therefore we feel that
an easy-to-use website will lead to a greater favorable customer reaction. For example, when a
consumer visits the website, they will learn that we provide private automobiles and also rent
them out. We want to provide them an experience that will make them want to rent a car rather
than buy it for a day or longer.

Customers can pay using mobile banking or cash, whichever is most convenient for them,
according to the website's payment methods. Customers can also subscribe to our services by
entering their email addresses on the website.

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Mobile App

Facebook Page

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 Capacity Management

By definition, Capacity management is the process of ensuring that a company's potential activities and
production output are maximized at all times and under all situations. A company's capacity refers to
how much it can achieve, create, or sell in a particular amount of time. AS “Nonstop” is a service
provider, connecting users and leasers through a secured platform, the capacity management techniques
we will follow is match strategies and dynamic strategies.

To make sure all of our perceived users are getting their car on time and the transaction towards the
leaser is made on time- basically to achieve an optimal level of efficiency, we will have faster server to
process these data; both request and completed data. This will be done through match strategy.

 Through our interface, a user will be shown the exact date, details and available rentals, updated
with every booking, so that they can see the latest offerings.
 After any date is booked, the leaser will be immediately notified about the process.
 If anytime the demand is low, we will go for discounted pricings to keep up the demand and
supple matched.
 If anytime the demand is high, we will go for surge pricings to keep up the demand and supple
matched.
 At any given time, the both end of the users should be matched on demand (in case of low
supply such as not many people is interested to give their car on rental service or most of them
are booked), if possible, even if that is to lease immediately from third party vendors.

We will also follow dynamic strategy to:

 Match the upcoming demands and forecast.

 Forecasting will help to see which sides (user or the renter) promotions and focus should be
given on.
 This can be based on availability of car, user feedbacks, predictions, natural reasons etc.

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 Process
[Service
To describe the process in a visionary, Blueprint
a service blueprintofofNonstop]
Nonstop is given below:
Phase
Phase 1 Phase 2 Phase 3 Phase 4 Phase 5
Name
Website, App,
Payment
Social Media
method: Cash,
Physical Pages- Service Liability Helpline For
Debit Cards or
Evidence Facebook, Representatives insurance Emergencies
Mobile Banking
Instagram

Negotiate fees in Choose the

Interaction with Roadside
Fronstage terms of Timing model of a car After Rent Helpline
Social Media Assistance
Actions and Distance and pay Service
Manager Provider
Line of Interaction

Access the app

Customer Pay and Sign Online Receive
and social media Interact with
Actions receive the car Agreements Confirmation
pages details
Line of Visibility

Take clear
Checking Make the car photos to
Checking online GPS Tracking (In
Backstage availability of ready to be document the
orders and case of
Actions cars and delivered or to vehicle condition
queries emergencies)
schedules be picked up at the start and
Line of Internal
end of each trip
Interaction

Doorstep POS
Database
Support Electricity and machine Legal Terms &
Management GPS Tracker
Processes Wifi service, Mobile Condition Papers
System
banking apps

Description of the Blueprint

Since the service is based on mobile app, websites and outsourcing, we have designated its
activities in five phases.

Front Stage
Physical Evidence
The most important physical evidence of Non Stop is the website and the mobile app as it will
contain all the options to explore the model of the cars, the cost of the rent, the availability and
the terms and conditions. Also, a hotline number will be included to know the details of the

19
condition or for communication. There will be a service representative always active for the
hotline to communicate with the customers. The registered account in Bkash and banks will be
the form of cashless transactions for the customers. Moreover, if anyone wants to pay when
the car is delivered, a POS machine will be sent with the service representative for a better
experience. The legal insurance will also be given while renting a car.

Front Stage Actions

The social media manager will reply to all the queries to a customer. He will be in charge of
checking all the availabilities and negotiating costs of the rentals. After the rent a helpline with
a roadside assistant will be always be provided in case of emergencies.

Customer Actions
The customer action defines the user experience of a customer accessing the website, mobile
app or through the advertisements on social media pages. After accessing, the customer will
interact with the customization or details with the social media manager. As per
communication, the car will be dropped at the doorstep through a representative with
agreement papers and the customer will have to sign those. After signing, the customer will get
a confirmation text regarding the booking.

Backstage Actions
The first and foremost duty of a representative in backstage will be checking the availability of
cars and schedule to lend to a customer. After that, checking the condition of the car and taking
photo before and after the service will be his prime task. If necessary, the representative will
track the vehicle through GPS to monitor or even providing help.

Support Process
In all of these onstage and backstage activities, the support processes will include database and
management system where all the schedules and information for the website will be stored.
Also, swiping card machine of different banks will come handy if someone wants to pay on
the doorstep and that will be sent with the representative. Also, the GPS Tracker attached in
every car to secure protection will also be enhanced.

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 Possible failure points and Recovery strategy

A service without failure is almost impossible. The very possible failures for Nonstop can be
mentioned as below:

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 Productivity and quality

The productivity and quality dimensions of “Nonstop” is given below.

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 Conclusion

The moto of our company is to give the flexibility & comfort that our customer need. We will
try to keep our moto same in every sector we are working on for the services that we will
provide so that the customers will have best experience from us. All of the materials and
machinery that we will provide will be carefully checked to ensure that there are no difficulties
or concerns with them. We will deliver first-class service at an unbeatable price that you will
not simply find elsewhere. We would like you to stay with us and experience the best
experience that we will offer.

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 References

1. Research, K. (n.d.). Bangladesh, Sri Lanka, Nepal and Bhutan Automotive Industry

Outlook to 2025-Increase in Consumer Spending Albeit Import Restrictions in the

Economy will drive Growth of Automotive Sector: Ken Research.

Www.prnewswire.com. Retrieved December 25, 2021, from

https://www.prnewswire.com/news-releases/bangladesh-sri-lanka-nepal-and-bhutan-

automotive-industry-outlook-to-2025-increase-in-consumer-spending-albeit-import-

restrictions-in-the-economy-will-drive-growth-of-automotive-sector-ken-research-

301444129.html

2. Turo | The world’s largest car sharing marketplace. (n.d.). Turo.com.

https://turo.com/gb/en

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