VALET SERVICE: MARKETING PLAN

1.Executive Summary

Valet Service is the first monthly parking spot that comes at your doorstep – they pick up your car, park it, and return it to you wherever you are. It is an automated long term parking for urban car owners. Valet service takes care of monthly parking, filling gas, car washes and maintenance. By 2020, Valet Service aims to achieve pioneer status as the go-to solution to eliminate the stress and inconvenience of parking in major cities.

Valet service just opened its doors for business a little over a month ago. Business is good, and customers have been impressed with company’s offerings, but the company need to focus efforts on implementing the strategies, programs, and tactics outlined to differentiate with the present competitors like Constapark. Valet Service aims to evolve from simple monthly parking spot to car parking and multiple services like refuelling, car wash etc. with a single tap using the app. Without existence of any big competitor, it is the right time for the company to disrupt this $25 billion dollar parking and urban car service markets.

This presentation aims to make Valet Service as the market leaders in parking and urban car service markets and differentiating the company from its other competitors by providing hassle free parking and maintenance services which helps car owners and car drivers save a lot of time. In value terms, Valet Service will be about the same price but better than its competitor Constapark and will also focus on providing easy service to consumers. All of this can be achieved by placing Valet Service as a completely different service from its competitor Constapark by having multiple marketing campaigns that promote the different services offered by the brand and help customers differentiate the service from other similar brands.

The presentation aims to achieve the brand vision we articulated for Valet Service and by 2020 we aim to achieve it.

2.Situation Analysis

Company Overview: Valet Service

▸ Started business over a month ago.▸Operates in parking and urban car service markets.▸Core competencies: Hassle free parking and maintenance services▸Closest competitor: Constapark

Market Overview: Valet Service

▸ Opportunities: Disrupt the $25 billion dollar parking and urban car service markets.▸Threats: New entrants

Target Customers: Valet Service

▸ Age group: 18-60 years▸ Car owners and Car drivers▸ Stores facing parking issues▸ Cab Service providers▸ Stores in populated areas of the city.▸ Real estate builders and management companies

3.Goals

Goals: Valet Service

▸ Market leaders▸ Projecting growth of 30% YOY▸ Monthly revenue of 2500/car▸ Projecting a profit of around 35 lacs in the year 2020▸Hassle free and time saving service provider.

4.What is the strategy of Valet Service?

Target Market: Valet Service

▸ Customers: Efficient parking solutions and a stress-free and affordable maintenance servicesProfile: 1. Age group of 18-60 years.2. People living in Urban areas3. Middle class and upper class4. Working professionals

Target Market: Valet Service

▸ Collaborators: 1. Cab service providers: Parking

Solutions2. Real Estate Builders: Parking Solutions3. Malls and Shopping Complexes4. Stores in populated areas5. Corporates: Subsidised parking

solutions.

Target Market: Valet Service

▸ Competitors: ConstaparkPoints of Parity:1. Valet on a Tap.2. Safety and security3. Get your car back on a single tap.

Value Proposition: Valet Service

▸ Customer Value: 1. Desired Value: Hassle free and

affordable parking.2. Perceived Value: By paying minimal

monthly charges free and safe parking services are provided. Also an opportunity to get maintenance services.

Value Proposition: Valet Service

▸ Collaborators Value: 1. Desired Value: Parking space at

minimal costs.2. Perceived Value: Efficient and

customised parking solutions incurring lesser costs compared to other solutions/infrastructure setup.

Value Proposition: Valet Service

▸ Company Value: Points of Differentiation:POD:1. Re-fuel and car wash.2. Vehicle drop-off facility3. Track your vehicle4. Monthly membership.

5.What are different tactics of the company?

Product/Service: Valet Service

▸ Valet on a Tap.▸ Safety and security▸ Re-fuel and maintenance▸ Time saving and hassle free service▸ Track your vehicle▸ Basic version of app: Free

Premium version: $2.99▸ Monthly charges: $35 excluding other service

charges

Brand: Valet Service

Brand Identifiers:1. Valet Service logo2. Valet boy3. Catchy taglines and slogans4. Valet Service logos on products or services

provided by different collaborators.5. Valet persons in different parking spots and

near traffic signals.

Price: Valet Service

▸ App:Basic Version: $0.00Premium Version: $2.99/year

▸ Parking Service:Monthly charges: $35/vehicle

▸ Other Charges:Re-fuel: $1/vehicleCar wash: 3$/vehicle

Incentives: Valet Service

▸ Monthly discounts every time the subscription is renewed.

▸ One day free re-fuel and car wash per month▸ Discount coupons for customers of different

stores associated with the company.▸ Competitive pricing with extra services▸ Promoting collaborators on their app and

placing brochures of collaborators in customer vehicles.

Communication Strategy: Valet Service

▸ App stores: Google Play Store, Apple store, Windows phone

▸ Advertisements on app’s of different collaborators.

▸ Banners and ads placed near parking spots and traffic signals.

▸ Social media awareness about the brand.▸ Promotional strategies for customers buying a

new car.

Distribution Strategy: Valet Service

▸ The service can be only availed through the app.

▸ Valet boy will be present at the location of pickup prior to your arrival

▸ Payment for any extra service will be done through app itself using payment platforms of other collaborators.

▸ A complete tracking service for premium customers.

6.Implementation Strategy

Infrastructure Requirements: Valet Service

Organization

Structure

R&D and

Tech

Customer

Service

Finance

and

Accounts

Operations

Processes: Valet Service

▸ Buying or renting multiple parking spots in different locations across the city

▸ Hiring staff for fulfilling the valet service offerings

▸ Advertising the service extensively▸ Collaborating with multiple businesses like:

shopping stores, real estate builders, cab service providers.

▸ Proving a value investment for customers.

Future Plans: Valet Service

▸ Estimating a customer base of more than 1000 cars associated by the end of 2016.

▸ Delivering service to around 50-70 customers in the next 2 months.

▸ Collaborating with minimum of 10 stores in a particular city in next 2 months.

▸ After serving 1000 customers by 2016, expanding in nearby urban areas in the start of 2017 and so on.

SUMMARY

CREDITS

Special thanks to all the people who made and released these awesome resources for free:▸ Presentation template by SlidesCarnival▸ Wikipedia▸ Constapark website▸ Google Images▸ Marketing Management by Philip Kotler▸ Marketing Management Course by Udemy▸ Website of Valet Anywhere

HELLO!

I am Sumit RajanStudent at BITS GoaYou can find me at @sumit.rajan3001

This presentation is a part of my work during

an internship under Professor Sameer Mathur from IIM Lucknow.

THANKS!

Any questions?You can find me at sumit.rajan3001@gmail.com