Group 6

Tamkanat Hassan
Ahmad Zubair
Hannan David
Muhammad Hasan Arshad
Shahmir Ahmed Malik

RETAIL MANAGEMENT

RUSTY REFRESH

Upgrades/
Restoration of Cars
Retail Strategy Product Placement
Exclusive and custom
restoration:
Hedonic Service
Display center
Well-trained customer friendly staff Professional consultant and
Efficient and professional delivery team designer block
Customer service and waiting
Competitive pricing area
Aim to grasp at least 30% share of target
Routine repairs and
segment i.e. vintage car owners
servicing:
Strategic store layout
Store location on basis of convenience, Workshop area
Parking and repair vicinity
visibility, traffic and land availability. This
would lead to increased footfall.
What we plan to offer?

Design Expert Services:

1 Consultation
Paint correction
Paint job
Carbon fiber installation
Body kit installation

2 Product and services Custom vinyl wraps

Custom interior building
Performance upgrades
Engine swapping
import of original and after
Post Restoration
3
market parts

Customer Support
 What consumer needs we
aim to satisfy?

Hedonic Utilitarian
Extended
problem solving
purchase
Exclusive Routine
decision
upgradation. repairs and
Vintage servicing
restoration
Target Segment
Upper and upper-middle class
Own expensive classics
Collectors buy rust buckets
People likely of ages 40-60s
Likely own property near or within DHA

A goal of having at least every 3 out of 10 restorable cars in Lahore

(30%) to be restored or upgraded at our facility.
What makes Rusty
Refresh different? Value Proposition

"All vintage and luxury car

Well-trained staff
repairs, maintenance and
upgrades under one roof"
Wide product assortment

Strategic Location

Authenticity and
quality assurance
 Pricing Strategy
Pricing Strategy Competitve pricing
We aim to acquire a large market share of
our target segment as quickly as
possible.

Target Market Share

30 % and above share of people looking
Competitive
to restore their cars.
Pricing 30%

Target Market Share

Location Strategy
Catchment Areas
Customers from cavalry and DHA Lahore
Expansion to big cities on demand
Store
DHA Phase 5 commercial
Single outlet
Site visibility
Area of 4 kanal upwards
Standard utility
Expensive equipment needed

Warehouse
Parts storage and general storage
Must be close to main/ring road
 Layout
Fixtures
Large workshop/garage space
Images of restored cars
Customer Service Area
Colorful designs and parts on
Display center
walls
Waiting/Recreational area
Relate to customer wants
(freeform)
MERCHANDISING

Contrast surrounding Lighting and Ambiance

businesses Backlit neon signage
Color Brighly lit with warm colors
VISUAL

Shape of building Complementing music

 Retail Network & Operations
Main Workshop Visiting Service Online Website
Booking via call, mobile To provide information
DHA Lahore vicinity phase
app or website. on services and products
5- Central Location
A team of two experts All projects are updated
Area of 4 Kanal and
sent to customer's on the website for
above.
location. customers to see.
Workshop and Storage
Convenient Method with Options to book
Bays
minimal fee. appointments and live
Main Offices within the
To target customers with chat.
area.
smaller issues in car, Option for price
Outdoor area for post
providing quick fixes. estimation.
upgradation/restoration
Available throughout the Once the car is in the
carwash and test drive.
city. workshop, customers
To target exclusive
Option provided to get can see the progress
customers and more
the car towed to main state by logging in.
expensive car projects.
workshop. User-Friendly Layout.
 Retail Network & Operations

Entering local Highly trained HR and Customer Top Management Availability of On-
workshop market staff with a proper Service personally involved Demand Visit and
with premium structure department cater in projects and with Website provide
service alongside including line and to complaints and customers for better convenience to
cheaper options bay managers. suggestions. understanding. customers.

Work division and Tackling the Customer Service

Numerous Quality and
integration between competition by and Interaction of
options available Service Level is
our departments adding value & Top Management
on website so maintained in all
provide a seamless convenience to an to make sure
customers can three options
customer existing workshop customers return
experience stay updated. provided by us. market. to us in future.
 Product
Paint, performance, interior
People Competitive advantage over:
1. Quality
CRM 2. under one roof
Policy 3. satisfaction
Ethics 4. authenticity and

Non confrotational
transparency through Place
certification Initially in Lahore

4 kanal area,
Physical Opening in DHA

Marketing
Phase 5
Evidence Marketing
Dressed stores
strategy
Strategy
Display of items
showcase 7Ps Price
builds
Recreation area Competitive pricing
strategy
Process Promotion Occasional
Sales & graphic Affiliate marketing discounts
design Online ads
Loyalty Scheme
Monthly Celebrity
imports endorsments
Feedback Mass media
Word of mouth In store
Affiliate Marketing
 Customer Service
"If you make a sale, you can make a living. If you
make an investment of time and good service in a
customer, you can make a fortune."
- Jim Rohn

 Physical Digital/Website
Strengths and Strengths:
Customer satisfaction and ease
Weaknesses Genuine parts and builds on
Strengths:
Book Appointments
of Channels display
Variety of services
Arrange pickups/delivery
Design consultation services
Walk in workshop
Visit and view progress on their
cars

Weaknesses:
Weaknesses:
Long waiting times
Limited Satisfaction
Need to free up schedule
Online payment inconvenient
Travel time and distance
to some customers
Delayed pickups occupying
parking space
 3 Rs
Recognize Respect Reward
Creative, upper class Design experts respect Pre and post service
Likes classic customer opinion customer support
automobiles Recreational areas Recreation available
Invests in restoration given consumer age during service
group Inspiring ideas around the
May insist upon waiting rooms on walls
transparency and on catalogues
Customer approval at Customer feedback
each step through
conversation/forms
 Thank you!
Any Questions?