maximus presentation printable version

8/3/2019 Maximus Presentation Printable Version

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Always bear in mind that yourown resolution to succeed is moreimportant than any other thing

Abraham Lincoln


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OverviewObjectivesStrategies

BrandingDestination

CommercialPrivate LabelExpansion

AppendixSales BudgetIncome Analysis Sheet

Advertising & Promotion Budget


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The aim of this plan is to make sure that all elements of the professionalmarketing mix 4Ps (Product, Price, Place, & Promotion) + CCS(Customer sensitivity, Customer Convenience, & Service) are adequatelyfulfilled and accomplished.

To do the job right, a convincing R&D & public relations should be added

to the said marketing mix.In short, our mission is to specify what we have to do to bring customersin and what we have to do to make them come again, & again, & again

By realizing the qualities of this Mission, SELLING will be metspontaneously.


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Rest assured the difference between

many, a success & failure is the marketplanning and nothing elseJay Conrad Levinson.


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MAXIMUS is a brand, lifestyle, modernity, affordable prestigestatus, self-pampering & everlasting enjoyable experience.

Due to the nature of MAXIMUS project, we followed thelogical sequence of presenting such a phenomenal serviceproject.


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1. Conceptualize a new image of CAR-CARE industry.

2. Attract, retain, & develop the highest possible range or profitablecustomers.

3. Strengthen perceived values of MAXIMUS.

4. Expansion and recognition of MAXIMUS brand Kingdome wide, regional.

5. To own the service-tainment category and to position MAXIMUS as aleading social developer model.


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1. Branding Strategy:To create emotional attachment, feeling of involvement, a sense of higherand distinctive quality and an aura of benefits that surround MAXIMUS.

2. Destination Strategy:

To create a compulsive attitude that leads to a spontaneous behavior bythe consumer towards MAXIMUS.

3. Commercial Strategy:Includes pricing policy, price structure, Sales budget, & A&P Budget.


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4. Private label Strategy:To commercialize the success of MAXIMUS brand.It is a branding reinforcement stage.

5. Expansion Strategy:

To create multiple and flexible MAXIMUS concepts,covering various market segments and consumer expectations.

6. Social message Strategy:Continuous creation of unique services & benefitsSaudization opportunities, cooperation with charity and non-profitorganizations.


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GRAND

OPENING

PRE-

OPENING

PRE-

OPENING

SOFT

OPENING


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Objective: Name Establishment

Target Audience: All consumers categories.(Word of mouth, all consumers arepotential MAXIMUS conductors &broadcasters)

Communication: Only the name and logo of MAXIMUSwill be appeared, printed, or

announced.

-90 -45 0

PRE-

OPENING

+30


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Tool 1: MBC FMTiming, Frequency, Cost: TBC

Suggested Messages:

-

. ... -

.

.

.

-90 -45 0 +30

PRE-

OPENING


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Tool 2: Sight Fence: Exact MBC FM message mustbe printed on the fence.

Tool 3: SMS.

MMS: Messages displaying projectimage & message.

LBS: Location Based Service.

Tool 4: Newspapers: Okaz & Riyadiah.

Tool 5: Internet: Emails, Banners, MSN Arabia.

Tool 6: MAXIMUS Website. Teasing Brief.

Tool 7: Toll-free number

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PRE-

OPENING


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Objective: MAXIMUS Description & Benefits

Target Audience: Male from age 18 - 35 .

Communication: MAXIMUS Logo, name and Photo orwatermark of the project will beappeared, printed, or announced.

-90 -45 0

PRE-OPENING

+30


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Tool 1: MBC FM:Timing, Frequency, Cost: TBC

Suggested Messages:

...... .... ...

..... .... .... ... . .... ...

..... ....... ... ... ...

-90 -45 0

PRE-

OPENING

+30


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Tool 2: TV: (Optional) 3D MovieTiming, Frequency, Cost: TBC

MBC2, MBC4, Rotana, OneTV, AlArabia, or CNBC Arabia.

Tool 3: Sight Fence: Exact MBC FM messagemust be printed on the fence.

Tool 4: SMS.

MMS: Displaying project image &

message.LBS: Location Based Service.

-90 -45 0

PRE-

OPENING

+30


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Tool 5: Newspapers: Okaz & Riyadiah.

Tool 6: Loose insert: Sport papers & Magazines.

Tool 7: PR: Editorial in Sport papers &

Magazines.

Tool 8: Megacom: One or Two faces on AlMalekroad close to MAXIMUSLocation.

Tool 9: Internet: Emails, Banners, MSN Arabia.

-90 -45 0

PRE-

OPENING

+30


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Tool 10: MAXIMUS Website: Teasing Brief.

Tool 11: Toll-free number

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PRE-

OPENING

+30


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Objective: Irreproachable Grand Opening

-90 -45 0

SOFT

OPENING

+30


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Tool 1: Internal preparation

Staff training - refreshing course.(Standard training must be completed 3 monthsprior to grand opening). Training Manual isessential. KEYS will participate in manual

preparation.Everything is in the right place at the right time.

Overall and specific controls.

Adequate materials and staff.

Efficiency and speed check.

Troubleshooting procedures.

-90 -45 0

SOFT

OPENING

+30


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Tool 1: Internal preparation

Error corrections.

Under pressure behavioral test.(Staff, labor, equipments, ETC)

All shop lessees must be aware of whatMAXIMUS is standing for and must be fullyprepared for the grand opening in terms ofexclusive gifts or offers, promotions, etc

Pricing Test.

All the above can be dully tested, measured andcorrected by using rent-a-car fleet.

-90 -45 0

SOFT

OPENING

+30


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Tool 2: Sight FenceTool 3: Plazma screens: The story of MAXIMUSTool 4: Car glass stickers: MAXIMUS name and

message.Tool 5: MBC FM: To announce the grand

opening date.Tool 6: SMS: To announce the grandopening date.

-90 -45 0

SOFT

OPENING

+30


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Tool 7: Newspapers: Full premium pages ie.Okaz, Riyadiah, etc..to announce the grandopening.

The ad must represent a full view ofMAXIMUS project in addition to MAXIMUSlogo. Message such as:

-90 -45 0

SOFT

OPENING

+30


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-90 -45 0

GRAND

OPENING

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Objective: It is essential to avoid conducting theclassical grand opening ceremonies.

MAXIMUS and the whole mall isoperating normally & professionally.

No consumer barrier is allowed.

This grand opening strategy is :

Likely to reduce pressure and hallow effects on all employees.

Boost employees morale, efficiency, and enthusiasm.


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-90 -45 0 +30

Mechanism: Invitation cards:Everyones invited.

The card design must reflect the imageof MAXIMUS.

PR: Comprehensive and focusedevent.

(Official local press, sport andteenagers press journalists,

Car dealers)

Mega Visibility: Giant gift ribboncovering the whole building with thefollowing text printed:

GRAND

OPENING


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-90 -45 0 +30

Mechanism: Fence Removal.

We have to make sure that all carslots are busy and fully operational.

GRAND

OPENING


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Objectives:

MAXIMUS where you want to be!!!

... Benefits:

On-going unique services

Friendly and warm atmosphere

Having good times.

Value for money

-45 0 +30 3 Months later


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MONTH 1 MONTH 2 MONTH 3 MONTH 4 MONTH 5 MONTH 6 MONTH 7 MONTH 8 MONTH 9 MONTH 10 MONTH 11 MONTH 12

Membership Card: Golden, Silver, & Bronze

Customer benefits: Attractive price for all MAXIMUS center facilities.

Golden CardPrice: SAR2,500Period: 1 yearBenefits: 4 detailings, 24 Carwash, Internet Access, 25% discount on all

purchases form MAXIMUS Center Shops, 20% discount onhealth club and other extra services provided by MAXIMUScenter. Complimentary drinks for two persons when washingor detailing. Member is entitled for one or two valuable gift ayear. (Random ruffle draw for golden members only)

Silver Card: TBCBronze card: TBC

Pre-paid card: 12, 6 months card

12 Months CardPrice: SAR1,500Benefits: 20% discount on carwash and detailing.

Member is entitled for one valuable gift.6 Months Card:Price: TBCBenefits: TBC

WHY BOTHER YOUR SELF?

Free transportation of car from/to consumer's residence.For complete car wash and detailing.


SUV LOVERS CLUB

MAXIMUS PRIVATE LABEL PRODUCTS

LAUNCHES

PROMOTIONS

DetailingPromo

With everydetailing

Football Gameon a DVD

DetailingPromo

With everydetailing


DetailingPromo

With everydetailing


DetailingPromo

With everydetailing


DetailingPromo

With everydetailing


DetailingPromo

With everydetailing


DetailingPromo

With everydetailing


DetailingPromo

With everydetailing


DetailingPromo

With everydetailing


DetailingPromo

With everydetailing


DetailingPromo

With everydetailing


DetailingPromo

With everydetailing



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MONTH 1 MONTH 2 MONTH 3 MONTH 4

Membership Card: Golden, Silver, & Bronze

Customer benefits: Attractive price for all MAXIMUS center facilities.

Golden CardPrice: SAR2,500Period: 1 year

Benefits: 4 detailings, 24 Carwash, Internet Access, 25% discount on allpurchases form MAXIMUS Center Shops, 20% discount onhealth club and other extra services provided by MAXIMUScenter. Complimentary drinks for two persons when washing

or detailing. Member is entitled for one or two valuable gift ayear. (Random ruffle draw for golden members only)

Silver Card: TBCBronze card: TBC


LAUNCHES


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Pre-paid card: 12, 6 months card

12 Months CardPrice: SAR1,500

Benefits: 20% discount on carwash and detailing.Member is entitled for one valuable gift.

6 Months Card:Price: TBCBenefits: TBC


LAUNCHES

SUV LOVERS CLUB

MAXIMUSPRIVATE LABEL

PRODUCTS


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WHY BOTHER YOUR SELF?

Free transportation of car from/to consumer's residence.For complete car wash and detailing.



LAUNCHES

SUV LOVERS CLUB

MAXIMUS PRIVATE LABEL PRODUCTS


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DETAILINGPromo

Withevery

detailing

DVD:FOOTBALL

GAME

CARWASHPromo

Withevery

detailing

CAP

DETAILINGPromo

Withevery

detailing

BEACHTOWEL

CARWASHPromo

Withevery

detailing

THERMOSMUG

DETAILINGPromo

Withevery

detailing

INTERIORCAR

ACCESSORY

CARWASHPromo

Withevery

detailing

MUG


PROMOTIONS

MONTH 1 MONTH 2 MONTH 3 MONTH 4 MONTH 5 MONTH 6


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DETAILINGPromo

Withevery

detailing

CARAIR

FRESHNER

CARWASHPromo

Withevery

detailing

PRAYERCARPET

DETAILINGPromo

Withevery

detailing

DUFFLEBAG

CARWASHPromo

Withevery

detailing

BALLPOINTPEN

DETAILINGPromo

Withevery

detailing

SPORTST-SHIRT

CARWASHPromo

Withevery

detailing

SUNSHADE


PROMOTIONS

MONTH 7 MONTH 8 MONTH 9 MONTH 10 MONTH 11 MONTH 12


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1. Pricing Policy:

MAXIMUS is an outstanding car service-tainment center.

The qualitative and quantitative services provided by MAXIMUSare not available in the market.

The price positioning of all services furnished by MAXIMUS must

be higher than the market ones by at least 50% for car wash and20% to 25% for car detailing.

It is very important to closely monitor the consumers responseVs. services prices and the projects qualities as a whole.

Should the prices be lower than consumers expectations, andsales goes 25% over target, it is highly recommended to increase

the prices by 10% to 15%.


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2. Price Structure:

A&P Allowance

Net Profit

Operating Expenses


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2. Sales Budget:

3. Income analysis sheet:

4. Advertising & Promotion Budget:
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5. Lessees contribution:

Lessees should introduce unique and exclusiveproducts / services in MAXIMUS center.

Lessees should participate in major promotional activitiesdetermined by MAXIMUS center.

Lessees undertake all decoration works pertaining to theiroutlets or selling areas. The rent for any given space should notbe less than SAR40,000.00 per annum.


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1. Products Range:

MAXIMUS Gentle Car Shampoo

MAXIMUS Soft shiny Wax

MAXIMUS Protective Leather Wax

MAXIMUS Car Perfume

MAXIMUS Cloth

MAXIMUS Furniture Protector

MAXIMUS Glass Cleaner


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2. Distribution:

MAXIMUS Center.

Supermarkets

Car accessories shops.


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3. Supporting POS Materials:

Personalized stands: Flexible shape, wooden or carton.(Medium and Large)

Brochures and D.I.Y. instructions

Posters and in-store animations.(Danglers, banners, etc).


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4. Price Positioning:

Since the MAXIMUS Private Label is a quality product,the price positioning should not be less than 20% over marketprices.


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OUTLETTYPE

DESCRIPTION

REGIONS

Recommended Locations

W C E TK

Flagship Full-fledged MAXIMUS Concept 1 1 1 3 Prestigious and highly visible

AnchorSame flag-ship services with 50%

less of the total space2 2 1 5

Traffic, populated, & close to

commercial malls.

SatelliteCar wash, detailing services,

& car accessory outlets.3 3 2 8 Main roads

Express Car-wash, detailing, snack & coffee. 4 4 3 11Highways, close to highway service

center.

Franchise Car-wash, detailing, snack & coffee. 10 10 5 25Close to maintenance centers, or

highly populated area

TOTAL 20 20 12 52


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Omar KanawatiManaging Director

PRO-ACTIV

EMARKETINGS

OL

UTIONSStudied and prepared by:

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