COMSATS INSTITUTE OF INFORMATION TECHNOLOGY

Date of submission: May 17,2010

AUTOMATIC CAR WASH

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DEDICATED TO OUR PARENTS
AND

TEACHERS

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TABLE OF CONTENT

Project objective………………………………............... 06

Acknowledgement………………………………..............07

Executive summary……………………………….......... 08

History………………………………................................ 09

Introduction………………………………....................... 11

Types………………………………....................................11

In-Bay Automatic……………………………….................. 12

Conveyor………………………………................................ 12

Needs and requirement of product ………………………………. 13

Positioning ………………………………......................................... 13

Target market analysis………………………………..................... 14

Promotion/ communication feedback…………………………….. 15

METHODLOGY OF RESEARCH ………………………………. 16

Primary/secondary………………………………................ 17

Sample elements……………………………….................... 17

Size……………………………….......................................... 17

Units( area )………………………………............................ 17

Type ………………………………........................................ 18

PRODUCT KNOWLEDGE……………………………….......18

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INTERPRETATION/FINDINGS………………………………............18

Statistically………………………………..................................................... 19

Graphically………………………………..................................................... 19

SOWT Analysis…………………………………………………………….20

CONCLUSION………………………………...................................... 20

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 PROJECT OBJECTIVES

Being students of Management Sciences our core objective is to learn

things practically. At present, the people are the most important factor for
the success of any business. Our main objective is to provide the
consumers such a product that is time saving and convenient and that
provide them better facilities than already available options.

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 ACKNOWLEDGEMENT

We are grateful to all of people who assisted us in doing work on project.

The most important in such project to be acknowledged is Maam Aziza
munir. It was due to her that make us able to implement consumer
behavior practically through launching a product in Pakistan.

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 EXECUTIVE SUMMARY

This project is about automatic car washing system. This system is

widely used in developed countries but in developing countries this
system is not introduced yet.
An automatic car wash is a car wash in which you drive into a tunnel-like
bay, and wait while machines spray your car with a sequence of water,
soap, and wax. this car washes use high-pressure water and detergents
rather than actual brushes to scrub your car. This method protects your
car paint.
This car washing system is more reliable , less time consuming and more
convenient. Two types of technologies are used in it first In-Bay
Automatic in which your park your car and machine move and the other
type is Conveyor in which your car also move through different stations.
This system basically used by the business class and the people who are
possessive about their cars. And want a system in which there is no need
to leave a car or stand outside during washing a car

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HISTORY

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The First Car Washes:
One of the first commercial car washes appeared in Detroit in 1914,
where two businessmen started a manual car wash. It required the customer's
car to be pushed around a circle to different stations, where it went through the
various stages of washing.

Before the first automatic car wash opened, there were only about
32 drive-through car washes across the United States, according to the
International Car Wash Association.

Going Automatic:

Around 1928, car wash engineers pioneered the idea of a car wash in
which the car would be pulled by a mechanism that attached itself. The idea
came to fruition in 1946, when the first semiautomatic car wash appeared in
Detroit. Though the car was pulled by a machine, the car was scrubbed by
manually operated brushes.

Dan Hanna:

After being inspired by a car wash in the 1950s, Dan Hanna opened his
own in Oregon. A successful businessman, Hanna eventually owned 31 car
washes, and began engineering his own equipment. He went on to develop
inventions that would shape the industry, and became the world's premier car
wash equipment manufacturer, according to the company website of Hanna
Car Wash Systems International, LLC.

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Organization:

Also in the 1950s, several dozen car wash professionals gathered and
formed the Automatic Car Wash Association. Today the organization is known
as the International Carwash Association, and it represents the industry with
monthly newsletters, government relations and an annual expo.

The Industry Today

The International Carwash Association estimates that approximately

22,000 car washes worldwide now employ around 500,000 people.

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INTRODUCTION

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 An automatic car wash is a car wash in which you drive into a tunnel-
like bay, and wait while machines spray your car with a sequence of water,
soap, and wax. Some car washes offer additional features as well, but this is
the basic model. this car washes use high-pressure water and detergents
rather than actual brushes to scrub your car. This method protects your car
paint.

Many Americans treat their cars as nicely as they treat their bodies, so it
might help to think of an automatic car wash as a luxurious bath for your
automobile. Of course, the appeal of automatic car washes is that they’re
luxurious for both you and your car; all you do is to sit comfortably in your
quickly becoming clean car.

In addition, it is important to mention touch less or no-touch, car

washes, which are a subcategory within many styles. Touch less car washes
use high-pressure water and detergents rather than actual brushes to scrub
your car. This method protects your paint but the cleaning itself is not quite as
efficient.

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 TYPES

The following are the types of Automatic Car Wash Unit.

1. Self Service Car Wash Systems

2. In-Bay Automatic Car Wash Systems
3. Tunnel Car Wash Systems
4. Conveyor

.Self Service Car Wash Systems:

It helps to reduce the time of car washing and the labor cost and the car
owner himself washes his car with in specific time.

In-Bay Automatic:
You drive into these car washes and park. Then, a set of rotating
nozzles cleans all areas of your car.

Conveyor:
On the other hand, have stationary machines and move your car. You
stop your car on the conveyor belt and leave the car in neutral; the conveyor
belt then moves your car forward through a series of stations.

Tunnel Car Wash Machine:

In this technique the owner of the car parks his car in a tunnel and he
has to do nothing and he has to wait for just 5 minutes and after five minutes.
He receives his car all washed, clean and dry on the next end of the tunnel.

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Needs and requirement of Automatic Car Wash Service:

The need of Automatic Car Wash exists in Pakistan in such a way that it will
help the customers to save their time, as this car wash is much quicker in operation
and with in no time a person can get his car all washes and cleaned. So in this way
people will be able to save their precious time.

As the local car wash services currently available in Pakistan are not so much
quick and a car owner has to wait a lot while waiting for his turn. And the car is
washed with out any proper attention. No attention is given to wash the inner parts
and the interior of the car, so the car owner is not satisfied with these services. New
Automatic Car Wash Service is totally different from this traditional concept. There is
no use of human hands in such a car wash. All washing is made by machines. A good
quality of detergent is used which is specially formulated for the washing of cars so it
would not harm the paints of car. And high pressure of water is used which cleans
better.

While launching this new Automatic Car Wash Service, we will have a chain of
outlets in the main markets of the city where there is always a heavy flow of cars is
carried on. So in this way, more and more people will come and will det our service.

This new car wash is good in such a way that the labour cost for washing the
car will be reduced, as in the manual car wash service stations, there are many

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workers wash a single car, but in this new automatic car wash service, all the
washing is carried out by the machines, so in this way the owner of the car will be
able to reduce the labour cost.

Target Market Analysis:

 New car owners:

 Older luxury car owners:
 Sports car owners
 Lifetime owners:
 Dealerships
 Local businesses:

Market Share
Two of the four operations studied possessed a 100 percent market share of their
target markets. The other two share their markets equally. However, there is no doubt
the close proximity, one mile, of the two washes has adversely affected their profit
margins.

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Promotion/ Communication Feedback:
Advertising:

It means any non personal paid form of communication using

any form of mass media.

Public relations:

Involves developing positive relationships with the organisation

media public. The art of good public relations is not only to obtain favourable
publicity within the media, but it is also involves being able to handle
successfully negative attention.

Sales promotion:

Commonly used to obtain an increase in sales short term. Could involve

using money off coupons or special offers.

Personal selling:

Selling a product service one to one. You contact those people whom
you know very vell and those people fall in the category of same segment and
class

Direct Mail:

Direct mail allows an to use the resources more effectively by

allowing to send publicity material to a named person within their target
segment. By personalising advertising, response rates increase thus
increasing the chance of improving sales. As each and every business class
person has its visiting card, so it is very easy to contact him personally or by
sending him a mail. So direct interaction is more effective and valuable than
the other all type of contacts. Because in this you are able to express about
your product or service more briefly than any medium else.

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METHODLOGY OF RESEARCH

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 In order to conducting the research, we have studied a sample of
COMSATS University Islamabad. We have chosen a sample of 60 people
because it is convenient for us to study a small sample rather a complete
population.
Data Collection: Primary/secondary:
As we have selected questionnaires method to collect
information about Automatic Car Wash so this is primary type of data
collection. In which we have to process such a data which is first handed and
which is freshly collected. And there are no calculations have been taken up
till yet.

Sample elements:
The following are the sample elements of the sample which we are
studying to conduct our research.

Size:
We have a sample size of 60 people. Who are students of
COMSATS and they are having vehicles themselves or at there homes and
they know how to drive cars.
Units( area ):
Our sample belongs to COMSATS University Islamabad. As we
are also students of the same university so it was easier for us to interact such
a persons who have their own cars or having cars at their homes. Who are
well aware of the benefits of advanced technology and who would be able to
answer properly about the questionnaire we have driven.
Type:
Our type of research is random. There are no specification of
department and degree.

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 PRODUCT KNOWLEDGE
The knowledge of the product is frequently available in the market.
The target market of the Automatic Car Wash is well known about this
procedure of car wash. No sooner this service will introduce over here, and
then the people will start to avail this service.

INTERPRETATION/FINDINGS
As the results of the questionnaire show that most of the car
owners in our sample are willing to be introduced a new automatic car wash
system in Pakistan. Most of them are more focused towards the quality of car
wash because if a person can afford a car then a little raise in car wash cost
which will give him a better wash as well as comfort and will keep him in style
is acceptable for him. As that type of business class people have always run
short of time, so, a quick and better car wash service is more attractive to
them. Because the people belonging business class have an issue of time and
they do not want that the paint and the shine of the color of their car is
damaged at any cost.

FESIBILITY REPORT:
As the most of the car owners in Pakistan want to keep their cars
clean every time and they have to wait for their turn at any manual car wash
station. Which is not acceptable for them and they do not like it. So Automatic
Car Wash Service is best for them as only 5 minutes process of car washing
saves about one hour of the car owner. If this new service will be launched in
Pakistan, then it will be more successful and there will be minimum threats of
failure of this new business.

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Statistically:

Our sample of population is consist of 60 peoples. And the analysis of filled

questionnaire showed the following results.

AGREE/DISAGREE ANALYSIS:

We have a sample of 60
people in our research, the
questionnaire filled by these
AGREE/DISAGREE ANALYSIS
people have given us a
response in which,
• Out of 60 people in our No. of
Variables
sample of research, 45 Supporters
are agree to launch
this new service in Agree 45
Pakistan.
• 15 people have given
Disagree 15
us a response that
there will be no use of
such an idea in Total 60
Pakistan.

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We have a sample of 60
people in our research, the
questionnaire
: filled by these
No. of
people have given us a Variables
Supporters
response in which,
• Out of 60 people in our
sample of research, 53 Quality 53
are focused towards the
Quality Wash.
Price 07
• 07 people are Price
conscious while
Total 60
washing their cars. They
will choose those
service stations which
are cheaper in cost.

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Graphically:
The following graph is showing an analysis between the Price and the Quality
wash of the cars. The people in Pakistan are more focused towards the quality
washing of their cars. Mostly the male are more conscious and caring about their
cars.

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 This Pie-Graph is showing the analysis of the survey. Most of the people are
willing to adopt new technology. But still there are a few people who do not want to
adopt new technology. They are happy with what they are currently having. They are
not ready to accept the change.

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HOW TO LAUNCH AUTOMATIC CAR WASH IN PAKISTAN:

The launching of an existing product in a new market is difficult when

you are unaware of the culture and the market demand of that product or
service. A detail study of that new market is required to launch your product in
that market. In our point of view, the following are few factors that must be kept
in mind in order to launch your product in the new market.
These factors are:

1. Study your competition:

While studying your competitor, we have to start by
• Taking a serious look at your competitors.
• Make a list of the Car Wash Services similar to the one you plan
to launch.
• Even if our service is entirely unique and without existing
competition, it's important to put ourselves in our prospective
customers' shoes and imagine what they might give a response
of what we have planned to offer.
• Once we decide who our competitors will be, review their
marketing materials, including their ads, brochures and websites.
• Evaluate how our new service will stand up against what's
already being offered, in what ways we'll excel, and which
companies or their offerings pose the greatest threats to our
success.

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 2. Target the ideal customer:
In order to successfully launch our new service with minimum financial
outlay, it's essential to focus exclusively on the prospects we believe are most
likely to purchase from us. These may be
• Customers who are currently availing similar services and will
appreciate the additional features our new service provides.
• Our best prospects have a perceived need for what we offer, can
afford to buy it and have demonstrated a willingness to do.
• It’s always easier to fill a need than to create one.

3. Create a unique value proposition:

At this stage, we will have a clear understanding of:
• What we must offer in order to stand apart from our
competition
• who will want to take advantage of our new automatic car wash offer
But we will have to deeply look into the many questions and
reasons.
1. Why customers will want to buy from you vs. the vast
field of competitors out there?
2. What benefits and features will you provide that your
prospective customers will value most?
The bottom line is that our new automatic car wash service "bundle"
should be unique and meet the needs and desires of your best
prospects.

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4. Defining marketing strategy and tactics:

Next, we will have to choose our sales and marketing channels. We

will decide here that how we will market our auto car wash service. There
are many channels as:
• Online,
• Via catalogue
• Through personal selling
• Offering Memberships
• Promotion
Generally, multi channel marketers achieve the greatest success because
customers who can shop when and however they like tend to spend more
and shop more often. Our strategy is to market a low-cost workout Service
to people who can't afford to waste their time. We will choose following
ways for advertising and promotion of our ne automatic car wash service:
• Traditional direct marketing
• Online sales as your primary channels,
• Direct-response
• TV spots
• Online ads
• E-mail solicitations that link to our website.

5. Test your concept and marketing approach.

With all the money it takes to bring a new product or service to
market, it's foolhardy to rush headlong into the launch phase prior to
testing. What should you test? It's best to examine your product or service
bundle plus your marketing message and you're your marketing materials.
Depending on what you plan to market and your budget, you can use
formal focus groups (or simply host roundtable discussions with members
of the target audience), employ online research or mall intercept studies, or

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 distribute your product to a select group of users for testing. Only after
testing is complete, should you proceed to the final creation of your
marketing tools and materials.

6. Roll out your campaign:

Public relations often play a vital role in the launch of a product or

service. You can use media relations tactics to place articles and win
interviews, get coverage by allowing key press to review your product, hold
a launch event, or use grass roots marketing to build buzz. But no matter
what publicity route you choose, first make sure your product or service is
completely ready and available for purchase in order to maximize returns
from the coverage you receive. And your other marketing efforts should
follow closely on the heels of your press roll out. Monitor the results from all
media, and in the first weeks and months, be prepared to adjust your
campaign to take advantage of what's working best.

7. Know your product's lifecycle.

The campaign you use during the introduction and education phase
of your product or service launch will need to be updated as your product
or service matures. If you're monitoring your marketing results carefully,
you'll begin to see diminishing returns that will indicate when it's time to
revise the product or service itself, alter your media message, or even
phase out this particular offering and lay the groundwork for the launch of
your next great idea.

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SOWT ANALYSIS:

With the help of SOWT analysis we are able to know that what are
those opportunities which are available in that market. What will be the threats to the
entry of the product in a new market and what are the strong features of that product
which are being demanded in the new market.

The strong point of Automatic Car Wash is that it is a latest

technology of Car Washing. And no one has still introduced this technique in
Pakistan. More and more people will accept this new technology and they would be
able to save their time with the help of this quick car wash service.

The Automatic Car Wash Service will be new and as it is automatic

process of cleaning the car, so the people who are conscious about their cars and
who really take care of their cars will be more attracted and will avail this opportunity.

As there are no side effects and no dangers of this service and only
the benefits are there, so the only threat is that, this Automatic Car Wash will charge
a higher price as compared to the manual car wash.

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CONCLUSION:

As the graphical and statistical analysis shows that the

demand of the Automatic Car Wash Service is much high and the
people are willing to wash their cars in such a place where their car
paint is not damaged and a better wash is given! And a very important
factor that the people are able to save their time as this car wash takes
only 5 minutes and the car is dried as well.

So this new Automatic Car Wash service should be

introduced to Pakistani Market as there are so many potential customers
waiting for such services.

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