THIS PRESENTATION IS CREATED BY VSV SRAVYA AS A PART OF MARKETING INTERNSHIP UNDER THE GUIDANCE OF PROF. SAMEER MATHUR, IIM LUCKNOW.

1. CLEAN CAR
-for quicker and cheaper car washes

2. EXECUTIVE SUMMARY

3. Overview
• There are 88.76 lakh cars in Delhi. Each car owner wants his
car washed at least once in 10 days. Most of them rely on local
guys or their apartment’s watchmen to clean their car. The cost
for this service varies from area to area and is unregulated. The
experience is often unsatisfactory. The existing car wash apps
charge a lot for a simple car wash. So, clean car provides a
solution to this problem.
• Clean car is an app which provides quick car washing services
in a busy day to day life.

4. Proposed Course of action
• The first aim is to target fifty thousand cars and then slowly
expand to 10 lakh cars.
• 15 min car wash- Each car wash will have 3 personnel. The car
washing kit will be ready and they will give the car a quick
shine. To achieve this, local unemployed youth will be trained
and employed.
• Wash at Work – Car wash stations will be opened in every area.
The company ensures the safety and security of the car through
a written form.
• Luxury car wash- Special stations will be set up with all the
required washing kits. Trained personnel will handle all the
operations

5. SITUATION ANALYSIS

6. Company overview
• The company aims to excel at providing 15 min car wash.
• The company employs large number of personnel and 3
personnel for each car wash.
• The company has a unique Wash at Work system which is
being implemented for the first time in India.
• Unique luxury car care services.

7. Market Overview
• Every car owner is our potential consumer.
• Cartisan, speed car wash, carzippi are our competitors.
• Since, there are lakhs of cars in each city, there is a lot of
opportunity to expand an grow.
• The company profits mainly rely on revenues collected and it
target at a larger consumer base.

8. Target customers
• The main target consumers are the car owners with compact
and medium size cars. This will be our initial target. Later, we
can expand to SUVs, mini vans and trucks.
• For the premium version of the app, luxury car owners in the
high-class localities of the city will be targeted.

9. Goals
• To provide a 15 minute quick car wash.
• To provide Wash at Work service, in which the company
personnel will provide car care services while you are at work.
• To provide luxury car cleaning services.

10. TARGET MARKET

11. Customers
• The target market are areas/consumers with upper middle class
people with at least one car.
• Areas with big IT Parks and other office buildings can provide a
lot of consumers for Wash at Work option.
• Higher income people with luxurious cars and areas like
Diamond District in Bangalore can provide the consumers for
the Premium version of the app.

12. Collaborators
• The company aims to train unemployed youth from slums and
other lower – income areas.
• Tenders to local vendors for car cleaning equipment will be
given.
• To maintain and develop the app/website, an IT team is
required.
• Administration team to handle finances, mediate between
channel members and customer support.

13. Company
• Administration – To handle finances, mediate between channel
members, market the services and customer support.
• IT team- to develop and maintain the app/website.
• Ground personnel- These are the actual service providers who
go to the customer and offer car cleaning services.
• Wash at Work personnel- To handle the Wash at Work. These
personnel work at the car cleaning stations.
• Premium ground personnel- to handle the luxury car care
services.

14. Competitors
• Cartisian is the closest competitor for Clean Car. It is a
company which has a website and applications on iTunes and
Play Store.
• It provides Car care services. It addresses common servicing
issues. It provides car cleaning services, painting, car checkups
and repairs.
• It also sells car cleaning products and other car accessories.
• It has luxury car care section as well.
• It operates in Bangalore, Mumbai, Gurgaon and Pune.

15. VALUE PROPOSITION

16. Customer value
• In a busy day to day life, the customer will get a quick car wash
within 15 mins just with a click of an option
• There is a subscription option where the consumer can make
one time make one time payment for 3 different option –
monthly, half-yearly and yearly.
• Wash at Work option saves time.
• The customer can get a car wash for Rs.250 only.

17. Collaborator value
• The company employs unemployed youth which gives them
salaries on a number of washes basis. The service charge for is
collected from the consumer.
• The local vendors will be given huge tenders for chemicals and
other washing equipment.
• IT department will be crucial in developing the app and will be
given shares with in the company.

18. Company value
• Each city in India has at least 50 lakh cars. The plan is to
increase revenue and thereby increasing the profit.
• All employees get 3 free car washes initially and an employee
discount.
• Ground personnel will be given salaries based on the number of
car washes and they will be given incentives for every fixed
number of car washes.

19. TACTICS

20. Services
• Basic Car wash services like – interior and exterior cleaning,
waxing and polishing, scratch resistant coating, car checkups
and repairs.
• This app stands out in terms of lower prices and quick car
washes at your door.
• Wash at Work – All the above services are offered but the car
will be serviced at a car washing station at working hours.
• Premium services for luxury cars - superior exterior wash with
scratch resistant polishing, high pressure air blowout interior
cleaning, leather seat care using microfibre towels and royal
clean shampoos, glossy finishing.

21. Brand
• The green font signifies the eco-friendly nature of care services
• The logo has a car which brushes and bathes at the same time.
This conveys the quick car service.
• The slogan says it all – quick and cheap car wash

22. Price
• The basic car wash at the consumer’s home is priced at
Rs.250. This is half of what Cartisian is offering. Since we aim
at a large number of consumers, the revenue collected will be
enough to get huge profits.
• Wash at Work services are priced at Rs.400-500 because
initially it takes capital and investment to set up the car washing
stations.
• Luxury car services are priced nominally at Rs. 25,000 – 40,000
based on the car brand

23. Incentives
• Subscription packages have free car washes. Monthly has one
free car wash, half-yearly has 3 and yearly has 5 free car
washes.
• The company employees have 3 free car washes initially and
an employee discount of 10%
• Ground personnel get incentives after every fixed number of car
washes.

24. Communication
• App can be communicated with referral system and with each
referral the user gets points with which he can buy car washes.
• Mobile advertising, print ads and commercials will help expand
the customer base. Print Ads will be placed at offices and near
traffic signals.
• In India, listening to radio while driving is common and therefore
radio ads will make a great impact.

25. Distribution
• The app is available on all online platforms like Google Play
store, Apple store.
• The company also has a website which provides the same
services
• .apk files is released on free ware sites where users can install
the file for free
• QR code referral system will be made available for quicker
downloads.

26. IMPLEMENTATION

27. Infrastructure
• Car washing stations for Wash at Work option.
• Luxury car service station for Premium app users.
• Ground personnel, administration staff and IT department.
• Basic car cleaning equipment like vacuum cleaners, wash
clothes, chemicals, waxes, pipes and tool kits.

28. Processes
• The raw materials and resources are provided by distributors.
• Service personnel are hired.
• Car washing stations are set up.
• Customer care and support is taken care of.
Order
a
service
Personnel accepts
the order
Service at the
customer’s door step
Accept payment
& give feedback

29. Schedule
• Phase – I : A target of 50,000 active consumers in each city with
2 car washing stations in Delhi, Bangalore and Mumbai. Hit 1
lakh downloads on Play store.
• Phase – II : Active Consumer base is expanded to 5 lakh and
with 6 car washing stations in each city. One luxury car service
providing station at Delhi. Hit 1 million mark on Play Store.
• Phase – III : Completely expand to all area in major cities with
15 car washing stations in each city and reach a 10 million
download on Play store.

30. CONTROL

31. Performance evaluation
• Number of app downloads
• Number of active customers and subscriptions
• Number of complaints regarding quality of materials used and
services.
• Customer, employee satisfaction and reviews.

32. Environmental Analysis
• The company works with upper middle class people and at IT
parks / other office buildings.
• Since the app focuses on car wash, water problem can be an
issue. The company plans to adopt different methods to use
less water. E.g. use a bucket rather than a hose.

33. SUMMARY
• Executive summary
• Situation Analysis
• Target Market
• Value proposition
• Tactics
• Implementation
• Control

34. DISCLAIMER
THIS PRESENTATION IS
CREATED BY VSV SRAVYA
AS A PART OF MARKETING
INTERNSHIP UNDER THE
GUIDANCE OF PROF.
SAMEER MATHUR, IIM
LUCKNOW.