Gray’s Auto Detailing Marketing Plan
MKT 365 Summer 2015

Table of Contents 1. Introduction…………………………………………………………………………………………………………………………… 1 2. Mission Statement…………………………………………………………………………………………………………………. 1 3. Business Goals……………………………………………………………………………………………………………………….. 1 4. Consumer Value Position Statement……………………………………………………………………………………… 2 5. Competitive Analysis……………………………………………………………………………………………………………… 2 6. Target Market Description…………………………………………………………………………………………………….. 3 7. Marketing Mix Strategy…………………………………………………………………………………………………………. 4 8. SWOT Analysis………………………………………………………………………………………………………………………. 4
REFERENCES………………………………………………………………………………………………………………………………… 6

Introduction

Gray’ Auto Detailing involves thorough cleaning and polishing of the interior and exterior parts of a motor vehicle. Auto detailing helps to maintain the vehicle, prolong its lifespan and increase its value during re-sale. Auto detailing is divided into two category, interior detailing and exterior detailing. Interior detailing involves cleaning and vacuuming the floor mats, cleaning all upholstery, cleaning the trunk of the car, wiping the windows and mirrors and performing all other duties that would make the interior part of the vehicle sparkling clean. As for exterior detailing, you would be required to brush and clean the wheel rims, wash the vehicle tires and polish the car exterior. Auto detailing business can provide you with an extra source of income. It is easy to start and requires minimal capital. A mobile auto detailing business is a recession proof business because even when the economy is witnessing a downturn, a mobile detailer would continue to receive patronage because a lot of people would want to maintain their current vehicles properly, since they may be unable to afford new cars. Mobile auto detailing eliminates the need for a physical business location, therefore limiting start-up costs considerably. Start a mobile car detailing business with inexpensive supplies and tools and grow as needs arise. As a mobile detailer, you will perform jobs in customer parking lots, driveways and garages, giving you the advantage of visibility for marketing purposes. The downside includes not being able to work outdoors in inclement weather and the limitations of having to travel with all necessary tools and supplies, including large quantities of water. (“Car wash business,” 2014)
Mission Statement
Our mission at Gray’s Auto Detailing is to deliver consistent outstanding automotive detailing services to the greater Covington county area, and to also maintain an excellent client service reputation. Our goal is to develop a trust relationship with you, defined by honesty, integrity and fairness. Your time is precious, and we will not waste it.
Business Goals
At Gray’s Auto Detailing we plan to develop a successful internet site to maintain a strong relationship with the customers and for customers to schedule their appointments online. We also plan to start offering pick up and drop off service in the next 3 months. I would like to add 3 additional services to my business the following year. Which is, engine cleaning and dressing, headlight restoration, and window tinting. The engines will be cleaned using the finest products to remove grease and grime from the surfaces. A special non-silicone dressing will be applied to ensure a bright clean surface for a long time. Headlight restoration is the act of refinishing aged headlight lenses that have become discolored or dull due to oxidation primarily due to UV light and other environmental factors such as road debris impact (stones, sand, etc.) rain, and exposure to caustic chemicals. Window tinting is a simple process where a thin, transparent sheet of film is applied to a vehicle's window to reduce radiation and heat from the sun. (“We change lives, 2014)

Consumer Value Position Statement
Gray’s auto detailing offers clients and their cars and awesome services and perform services on their cars that most individual cannot do themselves. So, when comparing automatic car wash and hand car wash side by side however, a variety of pros and cons arise. * Automatic washes shine in their speed and convenience. Automatic wash simply requires getting into your car and visiting your local car wash. While even a basic hand car wash requires running water, a bucket, soap, and a mitt for washing and drying. * An automatic wash will take only 5-10 minutes to complete. Whereas a hand washing, even when rushed, will take between 20 minutes to an hour or more. * Claying, polishing and waxing helps to remove embedded contaminants, as well as to restore the luster of a damaged finish, which is done when you hand wash your vehicle. None of these steps have a comparable step in automatic washing. * Most automatic washes will use either air drying, or a hand drying with a towel. These methods tend to leave extensive water spotting and exterior scratching respectively when compared to a proper hand drying with a clean, micro fiber cloth.
Should time not be a factor, hand car wash tends to be better in every way when compared to automatic washes. Good car maintenance is important to keep your vehicle looking and running like new. Besides basic maintenance such as replacing tires or checking tire pressure, oil changes, and fluid checks, regular car washes can help preserve the exterior finish of your vehicle. In the real world however, where busy schedules and daily commuters are a commonplace, a mix of both methods may be the best approach. Hand washes along with the corresponding additional steps such as claying, polishing and waxing should be done whenever time allows, for best results. Automatic washing and quick detailing should be done after particularly dusty days or any time weather is particularly severe, in order to help slow the accumulation of dirt and grime. By combining both options as time allows, you can essentially have the best of both worlds and a cleaner, better looking car as a result (“Automatic car wash,” 2013).

Competitive Analysis
A competitive business within the market are the automatic cash wash that are located at gas stations. The automatic car wash washes and shine in their speed and convenience. The prices of automatic car wash are a lot cheaper than having your car detailed. While automatic car washes have advanced greatly in the past decade, their lack of contact tends to greatly hinder their ability to completely clean a vehicle. What this means is, that in most cases, even an amateur hand washing will be more effective at removing dirt and grime than an automatic washing. For proper exterior care, washing is only the first step. Claying, polishing and waxing follows. These additional processes help to remove embedded contaminants, as well as to restore the luster of a damaged finish. A hand washing helps to identify such problems, as well as give the ability to pay trouble spots additional attention. None of these steps have a comparable step in automatic washing with the exception of waxing. Though results from an automatic waxing tend to leave much to be desired. In addition, most automatic washes will use either air drying, or a hand drying with a towel. These methods tend to leave extensive water spotting and exterior scratching respectively when compared to a proper hand drying with a clean, micro fiber cloth. For expensive or vintage vehicles, hand washing may be worth the trouble. Should time not be a factor, hand washing tends to be better in every way when compared to automatic washes. In the real world however, where busy schedules and daily commutes are commonplace, a mix of both methods may be the best approach. Hand washes along with the corresponding additional steps such as claying, polishing and waxing should be done whenever time allows, for best results. Automatic washing and quick detailing should be done after particularly dusty days or any time weather is particularly severe, in order to help slow the accumulation of dirt and grime. By combining both options as time allows, you can essentially have the best of both worlds and a cleaner, better looking car as a result (“Automatic car wash,” 2013).

Target Market Description
Gray’s auto detailing segments its customers by type of car ownership. We believe that the type of car that a person own says volumes about their driving and therefore their car washing and detailing requirements. 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 will bring them often to the wash and detail service. The goal with these customers is to promote regular use of the wash and detail service. The aim is to inform these customers that Soapy Rides will keep their car looking as good as it did the day they drove it off the lot. 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 driving. Both of these groups want to keep their cars in the best shape possible. Those who have bought second-hand cars will often spend many hours in their cars and will place high importance on keeping their cars looking good. These owners will bring their cars in for regular washes and occasional details. Sports car owners: These people are often younger or middle-aged men and will regard the look of their car as important. They will also pride themselves on the look of their car and will have their car hand washed (at least) weekly. These drivers will have an occasional detail, but will keep their cars so clean the detail will not be necessary very often. 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 bring their car in for a wash occasionally, just when the car is dirty. They like their cars to look presentable, and want to keep it in good shape but are not tied up in the look of their car. For this reason, they will not have a detail carried out on their car unless they are selling it. Dealerships: There are five new and used car dealerships within three miles of the proposed location of Soapy Rides. These dealerships often use outside car wash services to detail their vehicles before they are put up for sale. In addition, there are fifteen other car dealerships within a seven-mile radius of Soapy Rides. Local businesses: Some local businesses have fleets of cars and small vans that must be kept clean to maintain their company image. These businesses will be looking for a cost effective and efficient car washing service to perform this service, and will prefer to use a car wash service during the week rather than during weekends like the general public (“Automatic car wash,” 2013).
Marketing Mix Strategy
Product- Gray’s auto detailing currently offers thorough cleaning and polishing of the interior and exterior parts of a motor vehicle. Complete exterior detailing including washing the vehicle, claying the paint, removal of all bugs & tar followed by paint correction (scratch removal) will prepare the vehicle of cleaning and polishing the finish. During this operation all exterior rubber trim and tires will be dressed to like new condition. The interior of the vehicle will be purged of all loose material carpets, seats miscellaneous upholstery will be spot treated shampooed and deep cleaned with a special heated extractor. A basic hand-wash and -wax with interior cleaning typically costs $20-$150, depending on the make and model of vehicle. This generally takes from 30 minutes to two hours, depending on the detailer, and might include a hand wash and chamois dry; hand waxing; vacuuming/blowing out the interior and trunk; minor bug and tar removal; cleaning the tires, rims and wheel wells; dressing the tires (applying a product that makes them look shiny, clean and new); and cleaning the windows & mirrors. Expect to pay $100-$300 or more for a standard auto detailing that typically takes two to five hours. The process includes the basic wash, wax and interior cleaning. It may also include clay bar cleaning to remove embedded surface contamination; cleaning door jambs and wiper blades; machine buffing and polishing the exterior; cleaning all vents, gauges and knobs; cleaning and dressing/conditioning interior vinyl or leather; cleaning seatbelts, headliner, steering wheel, column and console; and degreasing and cleaning the engine compartment and underbody. A deluxe auto detailing can cost $150-$500 or more, and can take four to 18 hours, depending on the detailer and the condition of the vehicle. The process can include every step of a full interior and exterior detailing with high-end materials and products, plus close attention to every detail, including cosmetic touch-ups.
SWOT Analysis
The following SWOT analysis captures the key strength and weaknesses within the company, and describes the opportunities and threats facing Soapy Rides.
Strengths
* Good relationships with many perspective customers in the target market. * Strong family name recognition and equity in the community. * Well trained employees.
Weaknesses
* The need for reliance on outside investors. * The learning curve associated with entering an industry without direct prior experience. * The need to have a fairly constant volume of business to support the necessary service staff.
Opportunities
* Participation within a steadily growing industry. * A high likelihood of repeat business. * The ability to decrease the fixed costs as a percentage of an individual sale as volume increases.
Threats
* Future/ potential competition from a franchised firm. * A slump in the economy, reducing discretionary spending. * The perception that there is not a difference in quality between a hand and machine wash.

References
How to start a mobile detailing business. (2013). Retrieved from http://www.mytopbusinessideas.com
We change lives. (2015). Retrieved from http://www.detailingking.com
Automatic car wash vs. Hand car wash. (2014). Retrieved from http://www.autos.com
Car wash business. (2014). Retrieved from http://www.bplans.com
Detailing. (2013). Retrieved from http://www.detailxperts.net/blog