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Car Wash Service’s Marketing Plan

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Car Wash Service’s Marketing Plan

Car wash services is a service business that provides customers with a clean and shiny

car. It offers a wide range of quality car washing services according to its customer’s

preferences. Since the business is a new venture, it intends to apply intensive marketing in all

its service dimensions to ensure market success.

Assessment of the Segments Targeted by Car Wash Service’s Marketing Plan

The marketing plan targets several market segments based on their desire to get their

cars washed. The first segment for the marketing plan is the group of people who wash their

cars regularly. Another segment is the group requiring their cars to be washed at home by a

professional service. The last segment is those who own several cars and want constant

professional car-washing services. By targeting these segments, the car wash service business

can reach a wide range of potential customers and increase its chances of success.

The Target Market for the Car Wash Service

Since the car wash business is located in a busy metropolis with both commercial and

corporate sectors, the business aims to reach different audiences. Firstly, the business would

target commercial car owners. This target market includes car dealerships, public service

vehicles, and car lessor businesses. The car wash business aims to accommodate all these

audiences through an effective scheme where the public service vehicles would be accorded a

servicing space at the business premises. For the car dealerships and car lessor business

owners, the car wash business would either provide a servicing space at their premises or

send their staff to the dealerships’ and lessor’s stores.

The second target market for the car wash business is the executive car owners from

the corporate sector. This audience would be offered an executive space for servicing their

cars at the business premises. The business also targets company cars since it is located in a
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metropolis with several companies. It would offer car-washing services majorly at the

premises of such companies.

The Appeal Used in the Marketing Plan

The car wash marketing plan would use a mix of emotional and logical appeals to

market their car wash services effectively. On the emotional front, the business would focus

on the satisfaction and happiness their customers would feel after using the car wash service.

The marketing plan would use images and testimonials from other customers to drive this

message home (Kim et al., 2020). Through the emotional appeal, the car wash marketing plan

would evoke feelings of happiness, relaxation, and satisfaction from their potential

customers. This emotional appeal would emphasize creating a connection with their potential

customers.

On the logical front, the car wash marketing plan would focus on the convenience,

affordability, and effectiveness of their car wash service. They would use statistics and data

to back up these claims. Ultimately, by using a mix of emotional and logical appeals in its

marketing plan, the car wash business would create a well-rounded marketing campaign that

would be difficult for potential customers to resist.

Product, Price, and Distribution Strategies in the Service’s Plan

The car wash marketing plan would include exquisite product, price, and distribution

strategies. These strategies would be based on the business’s marketing objectives, including

finding new customers, keeping existing customers, and upselling customers. These strategies

would include the types of products and their uniqueness, the pricing scheme, and how the

services would reach the business’s target market. Therefore, the strategy would be customer

centered on achieving the business’s marketing objectives.

The Product Strategy

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The product strategy in the car wash service’s marketing plan emphasizes providing a

service that is convenient, affordable, and of high quality (Faith, 2018). The car wash will

offer various services to appeal to the business’s wide range of customers. The services

would include full-service car washes, express car washes, detailing services, and self-service

car washes. Customers will have the liberty to choose the type of car wash service that best

suits their needs. The car wash will locate its services in a convenient location that is easily

accessible to potential customers. The most desirable location in the metropolis would be

along the high-traffic road near the gas stations. The car wash business would also offer

services to their customers remotely. This strategy would ensure that the car dealerships with

many vehicles could get the services at their premises.

The price strategy

Since the car wash service sector has several players, the marketing plan would

include a mix of competitive and penetration pricing strategies. The car wash service would

apply an effective pricing strategy based on the marketing objectives of getting new

customers, maintaining existing customers, and upselling customers. The business would

employ the penetration pricing strategy to gain fame and attract the attention of the target

customers by offering a low initial price for the car wash service. This initial low price will

stimulate service demand and increase market share (Faith, 2018). The strategy is based on

the premise that customers will be less likely to switch to a competitor once they use the

service. As the market share for the car wash service increases, the price can be raised to a

more profitable level. The car wash service would also use competitive pricing. This price

strategy would be based on charging a slightly lower price compared to the competitors. This

strategy will attract price-conscious customers and looking for a good deal. The car wash will

ensure it can still profit at this lower price point. In executing this strategy, the car wash will

need to research the prices of other local car washes and find a price lower than the average
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but still allows for a profit. The car wash will also ensure that it offers a quality service at this

lower price point and that customers are still satisfied. This pricing strategy of both

competitive and penetrative strategies would ensure that the car wash business overcomes its

competitive pressures and increase its customer base.

Distribution strategy

The distribution strategy used in the car wash marketing plan is designed to reach the

target audience through various channels. The plan includes a mix of traditional and digital

marketing tactics to reach customers where they are most likely to be receptive. For digital

marketing, the car wash service would primarily apply social media marketing to serve online

customers. The target customers would plan and book their car washing sessions through the

social media marketing strategy. The business would benefit highly from social media

marketing as a digital tool. However, the business should use the method alongside other

communication tools. Traditional marketing tools such as print ads, direct mail, and events

can complement digital marketing efforts and help reach a wider audience. And, of course,

face-to-face interactions such as networking, sales calls, and personal selling are still crucial

for building relationships, generating leads, and promoting the business’ brand (Chaker et al.,

2022). Each strategy has its strengths and weaknesses, and applying both in the car wash

service business would be a great addition since it would reach a more extensive target

audience base.

Creating a Service Marketing Plan and a Tangible CPG Product Marketing Plan

Car wash service would exclusively be based on providing car washing services to its

target customers; therefore, it is a service venture. The business would create a service market

plan instead of a tangible CPG product marketing plan. The two marketing plans aim to

address their marketing needs and grasp the attention of their competitors, but they are

different in several ways. Firstly, a services marketing plan focuses on intangible assets,
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while a CPG product marketing plan focuses on tangible assets (Mahendra & Sanica, 2020).

Therefore, a services marketing plan must consider the unique challenges associated with

marketing intangible assets, such as creating and communicating value, building and

maintaining customer relationships, and managing customer expectations.

Secondly, a services marketing plan is often more complex than a CPG product

marketing plan due to the nature of the services. Services are often delivered through several

channels, each of which must be considered when developing the marketing plan. In addition,

services are often provided by several different people, each of whom may have a different

role in the marketing and delivery of the service. As a result, a services marketing plan must

be carefully designed to ensure that all channels and people involved in the service delivery

process are coordinated and working together to achieve the desired results.

Moreover, a services marketing plan is often more customer-centric than a CPG

product marketing plan since services are often highly customized and tailored to meet

customer needs (Mahendra & Sanica, 2020). As a result, a services marketing plan must

consider the customer’s needs and wants when developing marketing strategies and

objectives. Finally, a services marketing plan is often more dynamic and fluid than a CPG

product marketing plan because services constantly evolve and change in response to

customer needs and wants. Therefore, a services marketing plan must be regularly updated

and revised to remain relevant and practical.

Ways of incorporating ethics in car wash services’ marketing plan

Ethics are critical in service marketing because service providers are often close to

their customers and directly interact with them. There are several ways in which car wash

services can incorporate ethics into their marketing plan. Firstly, the car wash business would

be open and honest about its services and what the client can anticipate. This ethical code

entails being upfront about costs, conditions, and other details. Secondly, car wash services
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would follow through on their commitments. This ethical code would ensure that the

business’s customers receive the promised service level. The business would also value

responding to its clients’ comments. If a consumer is dissatisfied with a service, the business

pays attention to their complaints and makes changes as necessary (Ferrell et al., 2021). Other

ethical codes that the business would include in its marketing plan include fair pricing and

billing, excellent customer service, and fostering a culture of respect and trust between the

business and its customers. Car wash service would create long-lasting customer relationships

by embodying these ethical codes.

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Reference

Chaker, N. N., Nowlin, E. L., Pivonka, M. T., Itani, O. S., & Agnihotri, R. (2022). Inside

sales social media use and its strategic implications for salesperson-customer digital

engagement and performance. Industrial Marketing Management, 100, 127-144.

https://doi.org/10.1016/j.indmarman.2021.10.006

Faith, D. O. (2018). A review of the effect of pricing strategies on the purchase of consumer

goods. International Journal of Research in Management, Science & Technology (E-

ISSN: 2321-3264) Vol, 2.

Ferrell, O. C., Hartline, M., & Hochstein, B. W. (2021). Marketing strategy. Cengage

Learning.

Kim, C., Jeon, H. G., & Lee, K. C. (2020). Discovering the role of emotional and rational

appeals and hidden heterogeneity of consumers in advertising copies for sustainable

marketing. Sustainability, 12(12), 5189. https://doi.org/10.3390/su12125189

Mahendra, I. M. K., & Sanica, I. G. (2020). IndiHome product marketing strategy PT.

Telekomunikasi Indonesia, Tbk Witel Denpasar Bali. International Journal of

Business, Economics and Management, 3(1), 77-92.

https://dx.doi.org/10.31295/ijbem.v3n1.133