Marketing plan for Valet parking service using app

1. VALET SERVICE:
MARKETING
PLAN

2. 1.
Executive
Summary

3. 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.

4. 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.

5. 2.
Situation Analysis

6. 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

7. Market Overview: Valet
Service
▸ Opportunities: Disrupt the $25 billion
dollar parking and urban car service
markets.
▸Threats: New entrants

8. 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

9. 3.
Goals

10. 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.

11. 4.
What is the
strategy of Valet
Service?

12. Target Market: Valet Service
▸ Customers: Efficient parking solutions
and a stress-free and affordable
maintenance services
Profile:
1. Age group of 18-60 years.
2. People living in Urban areas
3. Middle class and upper class
4. Working professionals

13. Target Market: Valet Service
▸ Collaborators:
1. Cab service providers: Parking
Solutions
2. Real Estate Builders: Parking Solutions
3. Malls and Shopping Complexes
4. Stores in populated areas
5. Corporates: Subsidised parking
solutions.

14. Target Market: Valet Service
▸ Competitors:
Constapark
Points of Parity:
1. Valet on a Tap.
2. Safety and security
3. Get your car back on a single tap.

15. 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.

16. 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.

17. Value Proposition: Valet
Service
▸ Company Value:
Points of Differentiation:
POD:
1. Re-fuel and car wash.
2. Vehicle drop-off facility
3. Track your vehicle
4. Monthly membership.

18. 5.
What are different
tactics of the
company?

19. 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

20. Brand: Valet Service
Brand Identifiers:
1. Valet Service logo
2. Valet boy
3. Catchy taglines and slogans
4. Valet Service logos on products or services
provided by different collaborators.
5. Valet persons in different parking spots and
near traffic signals.

21. Price: Valet Service
▸ App:
Basic Version: $0.00
Premium Version: $2.99/year
▸ Parking Service:
Monthly charges: $35/vehicle
▸ Other Charges:
Re-fuel: $1/vehicle
Car wash: 3$/vehicle

22. 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.

23. 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.

24. 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.

25. 6.
Implementation
Strategy

26. Infrastructure
Requirements: Valet Service
Organization
Structure
R&D and
Tech
Customer
Service
Finance
and
Accounts
Operations

27. 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.

28. 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.

29. SUMMARY

30. 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

31. HELLO!
I am Sumit Rajan
Student at BITS Goa
You can find me at @sumit.rajan3001
This presentation is a part of my work during
an internship under Professor
Sameer Mathur from IIM Lucknow.

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