CONSUMER BEHAVIOR (PROPOSAL)

CONSUMER PROFILING OF NEW BUSINESS LAUNCH

Submitted By: Radhay Krishan Owais Ahmed Baseer Ahmed Sehrish Siddiqui

Submitted To: Mr.Tariq Hussain Dated: 1st February 2012

INTRODUCTION:
Our business will be providing our valued customers with vehicle washing services in the most
convenient way where people will not come to us for our services, instead we will go to the customers and provide them services at their desired destination. The concept behind our business is using idle parking time while owners leave their cars to carry out other activities such as shopping, working, entertainment, studying etc. and providing first class ecological car wash service without moving the car from its parking spot. The technology that will be used is an amazingly small & portable steamer designed to wash cars from inside and outside. It uses steam jet to wash and clean cars interior and exterior. Steam jet is completely safe on car services when used correctly. Moreover, steam has sanitizing and deodorizing effects. The most special feature of our business is eco-friendly resource utilization.

THEME:
The theme behind the concept is referred to the factor of time saving car wash where people dont had to wait for long hours to get their car washed, having attached with our product the customers will get their valuable time saved for precious things and meanwhile we could make their vehicle shining and best to their required desired.

SCOPE:
Having lived in pakistan for so long we would Include the fact that there is no such technology used in pakistan and so in this context we want to help our customers with such technology. Our services will be high in quality and the money spent by our customer will have its full value.

MODALITY:

BUYING MACHINERY (as per initial requirement)

SHOP SPACE ON RENT (for keeping all the machinery and equipments, order placements)

SPREADING TEAMS (once the order is received our personnels will reach the destination)

TARGET MARKET:
By type of car ownership we divide our target market in the following way: NEW CAR OWNERS: Owners of newer cars are most likely to use a hand car washing service. These owners take great pride in their cars and give attention to every detail regarding servicing. OLDER LUXURY CAR OWNERS: These people have either owned their high-end luxury cars for several years or are unable to afford the expense of a new luxury car but want the feel of relaxed and clean rich driving. LIFETIME OWNERS: Many of these people have owned their cars for more than five or six years, and are more likely to be women. They are attached to their cars as friends and though it may be more sensible for them to purchase a new car, they will want car wash occasionally, just when the car is dirty.

COVERAGE:
The site has been chosen at P.E.C.H.S. Block 06 Shop no. 25Behind Habib Bank - Nursery Bus Stop. We have chosen this place because of proximity to our target market. Total covered area = 2150 sq. ft Parking (back & front) both This location has two side corners - meeting with three roads.

MARKET SEGMENTATION:
We will limit our operations to a particular geographic area of Karachi. We are targeting three segments initially. 1. Car owners who commute daily to their offices and park their vehicles nearby. 2. Organizations which maintain fleet of bikes for operational purposes. 3. Car owners at home who want us to help them maintain their vehicle within geographical area of P.E.C.H.S. According to Urban Resource Centres official website: The total no. of registered cars in Karachi is: S. No Year Total No. Registered Vehicles in Karachi 2002 1,113,917 2003 1,177,315 2004 1,280,349 2005 1,431,994 2006 1,610,757 2007 1,809,500 2008 2,032,068 2009 2,282,013 2010 2,562,701 Annual increase 30,640 63,398 102,934 151,745 178,763 198,743 222,568 249,945 280,688 Monthly increase 2,553 5,283 8,578 12,645 14.897 16,562 18,400 20,442 22,711 Daily increase 84 174 282 415 489 545 607 676 753

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POSITIONING:
Nowadays cars are being easily purchased and everyone is going ahead in buying cars and with it they are conscious of having their cars sparkling in comparison of other people cars. Teenagers and youth are more towards having shining and beautiful looking cars; here EcoMobile car wash will be positioned as the means of achieving the desires of youth and other people of keeping their cars clean and tidy. Our product and services will be the ultimate technology to save time and get the job done within half an hour time. The need for the car keepers is always there to keep their cars clean and to fulfill their needs and desires then mean is ECO-MOBILE CAR WASH.