UCP Service Station

Services Marketing

Saad Saleem

Saad Ali

Asad Saddique

Sanam Butt

Bilal Mughees Shahid

Table of Contents

Description Page No.

Acknowledgement 1

Executive Summary 1

Car Wash Service Description 1

Service Stations Trend 2

Value, Rare, Imitate, Organization 2

Core Strategy 4

Business Model 6

Pest Analysis 7

Feasibility Analysis 8

Key Success Factors 10

Competitor Analysis 11

Positioning And Market Analysis 11

Conclusion 16

Acknowledgment

We are very grateful to Allah who blessed us the strength and courage to stand by the difficulties

that came in the way and who enabled us to complete this project effectively. As plants cannot

grow without seeds, birds cannot fly without wings. Similarly knowledge cannot be attained

without proper direction and supervision. We are, therefore, also thankful to our respected Mam

Fatima because of whose generous co-operation and help, the accomplishment of this Project

became possible.

Executive Summary

In this report we will discuss the idea of the new concept of the service which is not available in

the university but if this service is become available in the university it can facilitate most

number of the people inside the university and this idea of UCP service station is purely for the

university’s population.

Car Wash Service Description:

We are starting a new service concept in University of Central which is related to car/bike wash

service. The main aim of this service to provide the students, faculty and other staff of the

university the quality service during the scheduled timings in the affordable prices.

The name of this service is “UCP Service Station” we are providing the car and bike wash

service to the students, faculty and other staff of the university in their university scheduled

timing. This is basically a concept which holds the low contact service concept in which the

person (customer) who is a part of UCP will hand over the car/bike to the employees of UCP

service station and they will discuss their timings with the management so that they will be able

to get the car/bike on their prescribed timings.

Best service and saving the time is our first priority and for this purpose our main focus is to

provide the ease and maximum satisfaction to the customers regarding their rendered vehicles.

This service is specifically designed for those persons who are the part of University of Central

Punjab.

Service Stations Trend:

The idea to start it as a business came from a problem which we were observing from a very long

time like there are a lot of service stations in the city and there is no doubt they are offering the

quality services but in some instances it’s been observed that people have to wait for their turn

while service of their cars or bikes and there is a huge number of people holding the vehicles and

also there is also a need of those people for the better service of their vehicles.

As such there are no service stations that use the proper information system which records the

customer preferences and attitude towards the service. By visualizing the whole scenario given

above makes us to think that this timing hurdle must be terminated so we decided to start it as a

business because mostly people are interested in this as the survey of 150 people has been

conducted and 83% people were in this favor that it is a very good and unique idea and this will

help in saving their time.

Value, Rare, Imitate, Organization

Valuable

The valuable thing in this service station is that it is the part of UCP and we will use the premises

of UCP and this service is only available to persons belonging to UCP either he is a student,

Faculty member, or any other staff. There will be a proper membership system of the people and

all the data will be saved in the database in which the free timings of one particular person will

be saved and what kind of service does he wants usually or do will be saved in the data base. In

this case time saving of particular people is the main valuable thing which only can be earned by

completing the work through devotion, dedication and determination.

Rare

The differentiate services that are available in UCP service station are that they are using the

database system in which customer behavior will be recorded so that the customer who will be

coming next time for the service will be facilitated nicely. With the help of data we will come to

know that customer frequent service wants such as car wash exterior, internal car cleaning

service, compound and cut creaming and car polish along with this free timing slots of that

person in which we will have to manage and return the car of that customer at any cost.

However this service might be available in the market but there is always the issue of waiting for

the turn of service in the other stations and this is our punching point that we have free slots

available in which that particular person will take the class or perform his/her duties and we will

make the car ready in that time slot and the customer would not have to face any kind of

ambiguity.

Imitate

It is difficult to imitate this concept by the other businesses because in university it is bound for

everyone who is the part of it to come and attend the class or job. This is the factor which helps

our business to be unique in a way that customer would not have to go specially somewhere else.

As the customer leaves the car in the parking he will get the car serviced when he will be so there

is no wait time as well as customer won’t have to go especially on the service stations which also

help in saving the fuel cost.

Organizing

UCP service station is the part of UCP so it is connected with the strong reputation of being

punctual, trustworthy and reliable will be a key factor by building a long term relation with the

customers. And this is organized under the UCP promotion and placement department. There

will be one supervisor who is the in charge of that service stations along with the 10 workers at

the start who will be working on the different nodes with effective and efficient manner.

Objectives

To facilitate the students of UCP

To provide a high quality, full-service car wash which will include complete car detailing

Our goal is to become the premier car wash destination

To develop a highly successful, profitable car wash business which provides our

community with a much needed service

Providing our customers the very best possible service is our primary objective. We will

achieve this by equipping our full- and self-service facilities with the finest equipment

available

Supporting our superior technological foundation with the region's best service to cost

price package, and by insisting upon a highly trained and motivated service staff.

Our objective is to become an active and solid member of the community

Sustainable profitability and reliability: we take good care of our customers and the

environment.

Professionalism: we work with professional pride and passion

Customer loyalty: we strive for long-lasting partnerships by creating added value for our

customers.

Core strategy

1. Mission Statement:

It is the mission of UCP service station to provide personal vehicle owners and enthusiasts with

vehicle related services with a high level of satisfaction.

2. Vision Statement

UCP service station aims to be friendly to the specific customers by committing to excellence in

service and ensures quality services through dedication, determination and devotion.

3. Differentiating Point:

Our differentiating point is that we are mainly focusing the university’s population and the

offered service is itself a differentiating point and the customer’s trust on the UCP’s stake will be

a plus point.

4. Product /market scope:

As mentioned earlier, we would be targeting the whole UCP. The youth comprises of 10000

approximately of the total population so it will provide the opportunity to attract a large number

of consumers that could avail our services. It would be up to us to create an image in the minds

of the consumer to influence them to facilitate themselves with the best services.

Industry Attractiveness:

The service station industry is going towards growth stage from past decades the innovation that

we are bringing-up in the form of technology, customer satisfaction which is providing an

opportunity for us to customize existing services will help us to prosper, flourish and gain a

significant no. of customers inside the university.

Industry structure:

The industry structure helps in determining the profit potential of a particular industry. The

average rate of return can be affected by the structure of the music industry. The profit potential

in the service industry is quite high as this sector is quite active in Pakistan that ensures the

availability of our required product in good quality at quite a reasonable rate. Secondly, in UCP

there are mostly those people who are the part of middle class, upper middle and upper class. So

there is a huge chunk people who are holding the vehicles with them.

BUSINESS MODEL

Customer interaction

Giving token to the customer

Taking the vehicle to the service station

Process of car/bike washing

Taking vehicle back to parking area

Contacting and interacting with customer

Taking token back and returning the keys of vehicle

Taking Money and completing transaction

PEST Analysis

1. Political Analysis:

Taxation:

The most important factor could be taxation for political which is controlled by government, it

will affect service industry’s incomes, as well as consumer preferences as the more the GST on

job the more the price of service.

Public expenditure controls:

When People’s expenditure being controlled which lead to decrease in sales, and it will affect the

whole service industry’s profit at the same time.

Government stability

Government stability is positive to service industry, as for any business it will harm the total

business procedure and policies, if there is no stable platform for business.

2. Economical Analysis:

Interest and inflation rates

Inflation can affect consumer spending, though based on demographic but it also can influence

greater performance to service industry if targeted to specifically to the generation who gained

from change of Interest and inflation rates.

Consumer confidence

If the consumer’s confidence is high it means they are ready to utilize and actually make lot of

transactions in future. Service of car/bike is always one of the things that they will keep among

on their priority list for that spending.

Economic growth prospects

When the country’s economy increases, the whole business environment expands as a whole. So

there will be more choice of customers as well as increased consumer base.

3. Social-cultural Analysis:

Values in society

The different culture can enjoy service inside the UCP , so that the customers can make their

time productive which could have been wasted during the service of their vehicles.

4. Technological Analysis

New product potential

New product has potential, creating new competition, also new way of reaching customers and

delivering product. There will be the usage of Information system which will maintain the

complete database of the customer preferences such as the customer usually prefer the car wash

only or interior cleaning or compounding after car wash or the polishing.

Feasibility Analysis

1. Service feasibility

Washing or cleaning the vehicle is usually that issue which most of the people do not like to do

in their free timings as well. And for that people have to spend the unwanted times at service

stations and sometimes if there is a huge traffic in stations so for that purpose the customer have

to move to another station which is also time consuming in order to search for it. There is a

potential in this service as there is a huge amount of people who can avail this service if they

understand the concept.

We have also carried out a survey in different universities just taking a view from student about

our UCP service station Idea. We also asked that how much they can pay for the recording. Most

of the students said that they are willing to pay 300rs to 500rs if it is saving their time. Through

this survey we identify that student will happily pay at least amount for the service..

2. Industry feasibility:

The service industry in Pakistan is at its growth stage already but because of our facilitation and

innovative information system we will soon achieve high growth level and will retain our place

in the UCP and attain the maximum level of customers inside UCP.

Target Market:

Target market was the most important thing in launching the service concept. We are basically

targeting university students, faculty and other staff of the university who are having the cars or

bikes.

3. Organizational feasibility:

This is organized under the UCP promotion and placement department. There will be one

supervisor who is the in charge of that service station along with the 10 workers at the start who

will be working on the different nodes with effective and efficient manner.

Key success factors

The key success factors are

Price

Service differentiation

We will be focusing on each one of them to sustain in the market.

1) Price:

The price we are offering is based upon the competitor’s pricing model. As pricing is the main

factor to penetrate in the market to capture the maximum number of customers at the start

2) Service differentiation:

We are offering the service differentiation which is not available in the market at we are offering

the valet parking system where two of the employees will be present always in official timings so

that they will pick the car and return the car to university’s parking with complete security. As

this kind of service is not offered by any of the competitor in the market.

Competitor analysis

There is a huge number of competitors of UCP service stations in the market because if the

observation is made then service stations would be found in different petrol pumps and private

service stations. But there is no direct competitor in this regard in any university’s service station

point of view. So this is a new concept and UCP would be the first mover in this regards.

Positioning

Tagline of Company

“Imagine it, done!!!”

Market Analysis

Product

We are offering car wash services to the students, faculty and other staff of the UCP.

Core product

The core product of UCP Service stations is to provide the Car wash service/bike service.

Supplementary services

Following are the supplementary services which are offered by UCP service station

Body polish

Compound

cutting cream

Picking and dropping from the parking.

Value added services

Following are the value added services which are available to the people belonging to UCP.

Membership benefits

Tissue boxes

Dusters

Car fragrance sprays

Car cleaning in week

Tire pressure check up

Water gauge check up

Battery maintenance

Rust removing

Pricing

We have set low prices to gain a large maker segment. Our competitor which are also providing

good services but in high prices and they are not giving any choice to the customer to facilitate

them. We are giving value proposition for the customer and value proposition to organization as

well.

We are charging according to the market price and competitors. According to our survey

population of UCP is willing to pay between 300 to 400 for car wash and service.

Bike wash is for rupees 150.

Car polish 300.

Bike polish 100

Compound & cutting cream 1000.

As this is the part of UCP and this service is available under the university premises so that there

will be no extra rent, electricity charges to be beard.

Promotion

Following are the promotional techniques through which this service availability can create

awareness to maximum number of people.

Social media

Social media includes the facebook pages, blog on the twitter, email system. This can create the

huge difference as this service is not for all. It is just for the UCPIANS so this can create the

better word of mouth.

UCP website’s page.

The announcement on the UCP website will ensure the reliability factor as there is also a huge

traffic on the UCP page so this will be helpful in order to create the awareness of this service

which is available in UCP.

Stickers

The UCP stickers will be available in the UCP service station which can be pasted on the back

screens of the cars on the permission of the customer.

Flexes

Flexes will be implemented inside the university premises such as:

Café wall

Doce sitting area

Sports complex wall

Auditorium

Food street

Brochures

Word of mouth

SMS service

Notice board

Placement

Our services are only available to UCP staff/faculty and students. This is existed inside the

premises of UCP.

Physical Evidence

We have acquired a place adjacent to UCP for our service station. This service station is present

beside the Karachi hot n spicy restaurant. This is based on the 1 kanal which is quite enough

space to cater the maximum audience.

People

In people it includes the staff of 11 people and there will be one supervisor who will be

responsible for the governance of the service station and he will report to the finance, Human

Resource department. And there will be 10 sub ordinates in which two people would be present

at valet parking and be responsible for taking and dropping back the vehicle and receiving the

money in order to complete the transaction by another employee. Two people will take the

charge of compounding and polishing while two people will be responsible for interior cleaning

and 3 people will be responsible for the washing of cars and vehicles.

Process

Following flowchart will be very helpful in making the clear understanding of the whole service

Services FLOWCHART

Contact by customer

Entering in the University

Taking the keys of car/bike and giving the token

Returning vehicle back to

Taking vehicle to the service

Washing the vehicle

Compounding and polishing

Taking money

Invisible Actions

Visible Actions

Conclusion

As per the survey which was conducted and the strategies built in order to complete this report

we have to know that this idea is very feasible and helpful towards generating more revenues for

UCP and this idea will be very helpful in saving the time of the people as this facilitates the

customer very well though it is based on the low contact.