Service Marketing Driving School(UPLOADED)

8/8/2019 Service Marketing Driving School(UPLOADED)

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Moonis Siddique (23)

Abdul Azeem (34)

Anas Rasheed (14)

MBA M&S(2009-11)


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Service Marketing

Innovative Service Development


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Conceptualization/ Key Insights

Driving Conditions in India

INDIA is the world's largest democratic republic. With the advancement of Transport

Systems, countries are identified on the basis of their "Roads"

In India, "Roads" are not just meant to commute from here to there, but the

road themselves run from here to there

Growth of Indian Cars & Road

India's automobile population has grown 170 times while road infrastructure

has expanded only nine times.

Vehicle population is over 5.5 crore and growing at a phenomenal rate of 25

lakh every year


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The Indian Roads

What are Indian Road Used for ONLY DRIVING Has It become Easier for Driving ?

The Real Use of Indian Roads

In India Roads are used not just for Driving but also for

They are used for sleeping,

walking like in garden and somewhere down the lane

Serve as "Temporary Shops".

Vendors encroach upon streets and block sidewalks,

restricting traffic.

And most commonly used for Short 30 Yard Dash Racesoften known as ---The Great Indian Road Cross ---


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What is Our Service About

Well Jokes Apart

The GOALTo be a one-stop facility for all driver needs, including

Registration

Licensing

Insurance covers

Offers private and commercial drivereducation as a low-cost facility with

excellent service.

OUR MISSION IS NOT JUST TO PROVIDE A SERVICE

BUT INSURE SAFETY

To Create a Driving School where our graduates will have the

safest driving records than of any other competitor.


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Who Are WE

Company NameName of the company

Company LOGO

Precision Driving School


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Identifying the Value of Service

GAP Finding & Filling It

Great untapped opportunity in this industry.

Absence of high quality driver education at the lowest

possible cost.

Poor education with small companies.

A study shows 27 % people who go to driving school neverend up driving within a year of their lessons.

60 % of Women driver never drive who go to local driving

school.

Lessons on one car and driving at home another (Sallon or

a SUV) Absence of Modern teaching techniques (including classroom

computer simulations and testing equipment)

customers could not recognize the difference in value that

the various competitors provided, and therefore sought only

the cheapestprovider..

SERVICE


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How Are we Different

OUR USP Use ofTechnology (Lasers).

Use of same category car.

Women Drivers special attention

Women teaching staff (drivers)

Flexible Timings.

Additional Facilities (test track area/maintainance).

Simulators.

Classroom Teaching.


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Service Description

Adult evening and noon classes for the busy

working individual.

H

igh school programsfor school districtsthat do not have their own in-house services.

Street safe courses.

Court approved defensive driving courses forthose people looking to reduce traffic fines.

Brush up courses.


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Technology

Driving Using Innovative Laser Marker Technology

The product relates to providing assistance to drivers in

driving vehicles by projecting the dimension of the vehicleon the path ahead of the vehicle through laser beams.

Precision over other technology

e.g. wavelength technology, Infrared sensors.

Cheap technology.

Multiple Usage - simple yet efficient.

e.g. Parking , Driving Assist , Backing assist over costly

cameras.


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Technical Information

The system is a set of lasers strategically attached to the car.

Two lasers are attached in front, one each on extreme left and extremeright of the vehicle. two of the laser are attached to the back of the vehiclesuch that the points highlighted are approx10- 15 feet behind the vehicle

and clearly visible in the rear view, side mirrors of the vehicle.

The lasers point on the road,

a few feet ahead such that the beam

is parallel to the vehicle and

points approx. 50-100 feet ahead.

The points highlighted by lasers

(5Mhz green laser) are clearly visible

to the driver even in day time.


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Use of Computer Simulators

Helps teach Defensive Driving.

Trains One Worst Case Scenario.

Helps one use and familiarize with all thenecessary equipments (such as mirrors)


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Market Analysis Summary

Just about every individual in this needs driving education be iturban or semi urban areas for different purposes at one point or

another in their lives.

These segments of probable customers can be divided as:

Beginner drivers.

Adult drivers. Drivers under court order.

High schools.

Commercial drivers.


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Segmentation


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Classification

Majority Teenagers

Summer Training classesBeginners

Tight schedules

Lunch and evening timeAdult Drivers

Technical term for in house drivers or drivers forcompanies who are trained by their company staff.High Schools

More technical in nature , last longestCommercial Drivers

Violation of traffic rules

Course mainly focus on teaching rules and regulations.

Driver under court

order

Basis of lifestyle and past driving

experience.


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Strategic Linkups

Industry usually has very high capital costs due to petrol, training

equipment, and vehicle acquisition/repair.

Key to low-cost leadership in this field is through specialrelationships with suppliers and buyers.

Linkups with low cost service stations like Carnation and Gas

stations.

Basic vehicle Maintenance to customers

Difference in Indian and European mentality about vehicle upkeep.


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Company Locations andFacilities

Original facility in Noida Sector 72 a centre point location in the

Region.

This is in the Noida Extn. Industrial Park / Commercial Park &consists of office space,

3 fifteen person and 4 ten person classrooms and

4 simulators, storage space, garage, and an outdoor driving

course.


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Training & Timings"ONEPERSONFOR ONECAR PERSONALATTENTION

Experienced Instructors.Training Details for FOUR WHEELERS

MARUTHI Alto / Ritz / Dzire Small Cars and Hatchbacks

Hyundai Santro / i10/ Verna Small Cars and Hatchbacks ( 2 AutomaticTransmission)

SUV Scorpio / Tata Safari Manual & AT

Timings ofTraining

6am to 6pm.

Choice of timing as per the customer --half hour on daily basis.

Duration : 15 Days


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Organizational ChartMD

(B.V.RSUBBU)

CEO (ANAS)

GM (Marketing,Sales & Product)

(ABDUL)

Marketing & sales

(Rituraj)

Advertisement& Promotion

Product sales &Installation

GM (Training,Accounts, HR ,

Maintenance, PR)

(MOONIS)

Legal CorporateRelations and

Sales ,Govt ,PR

HR Head

HR Executives

Training and instruction Head

(Bharat Bhushan)

Instructor Trainers

Accountants


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Advertising BudgetNewspaper selected

1.Times Of India

Category Automobiles

Noida-one ad- 510 rs per sq cm

Desired ad 15 sq cm = 510 * 15 = 7650 Rs. For 2 days (Friday & Sunday) = 7650 * 2= 15300 Rs.

For 6 weeks = 15300*6 = 91800 Rs.

30 sq cm testimonial = 510*30 = 31500 Rs.

2. Dainik Jagran - Noida -720 rs per sq cm-720*15*2*6=129600 Rs.

Whats HOT magazine 50,000*6 = 3,00,000 Rs.

Interview of our CEO in Times Life = 1,50,000 Rs.

TOTAL = 7,25,000


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Main focus Beginner students/women drivers

Pricing Strategy

Promotion strategy


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Low cost and high quality.

Value for money.

Appointment based driving classes for betterenvironment and lesser traffic.


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Promotions

Timing Road safety week (1st- 7th January),increase in sales of car in new year

Through Special Free Social Programmes of teaching Driving to unemployed peopleto increase their employability.

Association with Brand names (as we are selling the products to them)

Safety Driving Programme named Surakhsha ka wachan , giving trivias innewspaper and their answers as well on website.

Under this programme Delhi Traffic Police will also be given training.

Safety Driving Quiz on Web Portals.

Car magazines, women magzines

Auto shows


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sales promotions through information-related media

Network of referrals and other relations for

prospective student

Booths in shopping malls

Collect testimonials from customers


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Financials

MD Mr. B.V.R Subbu ( MD. Proton Behard Holdings ,Ex CEO

Hyundai Motors India Ltd, Advisor and Analyst on Road

Safety Driving and Development of Safety Programs to

Govt of India

1.5 Crore as Basic Startup from his personal Money.

1 Crore from ( Moonis , Abdul , Anas , Rituraj and Bharat )

financials.xlsx


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Rules Of Indian Roads

(1) Rule ofMortality

"If you are afraid of Death, Better stay at Home.

(2) Indian DriverMantra

""To slow is to falter, to brake is to fail, to stop is defeat". In observance of this rule three

things are required of every licensed driver:"Good Horn", "Good Brakes" and "Good Luck".Most drivers don't drive; they just aim their vehicle in the intended direction.

(3) Rule of Horn

"He who is the loudest wins. Use of a horn is mandatory, if you wish to pass anything, honk

horn. If you don't have a horn, shout.

(4) Rule for Accidents

"N

ever stop for an accident, "That's karma," or in the case of a big collision, "That's truckma".Truck drivers of India are licensed to kill."


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(5) Rules of Speed

"Speed limit is palpably ignored. Signs are ineffectual and traffic will move at

the fastest speed possible."

(6) Rules of Roundabouts

"India recognizes no roundabouts."

(7) Rules for

Over

taking"Every moving vehicle is required to overtake every other moving vehicle,

irrespective of whether it has just overtaken you or whether you are in a

rush or not. Indian drivers overtake amazingly, especially where there

absolutely no sensible opportunity exists."


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Service Marketing Driving School(UPLOADED)

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