CASH YOUR DRIVE!!!

PRODUCT

Unique service plan is “CASH YOUR DRIVE”. This means any and every person with a car is
our customer. The stickers that we are going use is our product. As we are not initially targeting
high-profile brands, all our promotional stickers and graphics will be customized and self
designed.

PRODUCT LIFE CYCLE

Cash
your
PLACE

Cash Your Drive will carry out its operations in Delhi, NCR regions which includes

 Gurgaon,
 Noida,
 Faridabad.

According to the last survey in 2002 Delhi had 6.0 million (approximately) cars on the road. So a
cosmopolitan city like New Delhi will be game for this idea.

Places in and around Delhi have a lot of Corporate offices and manufacturing companies which
means a lot of cars, so we can target those places.

PRICING

Our pricing strategy will include cost incurred plus margin (Cost+Margin).

Following are the factors which we will consider while pricing our services:-

 the budget of our clients

 printing charges
 designing charges
 Price at which our owners of cars will be paid. We will pay:-
 For small cars – Rs.3000/- for 3 months
 Sedan Cars – Rs.5000/- for 3 months
 SUV Cars – Rs.8000/- for 3 months

 our promotional charges

 travel expenses
 telephone expenses

We will charge our clients:-

 Small Cars - Rs.4000/- for 45 days

 Sedan Cars – Rs.5000/- for 45 days
 SUV Cars – Rs.12000/- for 90 days
PROMOTION

Cash Your Drive will be advertised through:-

 Cold Calls
 Flyers
 Pamphlets
 Word-of-mouth
 Direct marketing through mails.

PEOPLE

There are six people working in Cash Your Drive: - four partners and two employees. Employees
act as helpers in office work and stick the stickers on cars.

Employee Qualifications:-

 First Partner – Done a 3 years graduation in Advertising and have a MBA degree with
specialization in Marketing and Human Resource. She has obtained a one year part-time
diploma in Graphic designing.
 Second Partner – Done a 3 years graduation in Public Relations and has obtained a MBA
degree with specialization in Marketing and Human Resource.
 Third Partner – is a Bachelor in Computer Application and done MBA with
specialization in Marketing and Human Resource.
 Fourth Partner – has done BSc. In Zoology Honors and has obtained MBA degree in
Marketing and Human Resource.
 First Employee (Record Keeping)– Should be a graduate with a good knowledge of
Computers.
 Second Employee – Should be a 10th pass candidate with knowledge of sticking posters.

PHYSICAL EVIDENCE

As Cash Your Drive has a direct contact with its customers through phone calls, appointments
and service delivery at customer’s place or at restaurants, etc. Therefore, we just need a room for
our office work which includes maintaining records, designing of stickers as well as storing of
stickers.
OFFICE LAYOUT

STORAGE AREA TOILET

MAINTAINING

RECORDS

PC I PC II

Entrance

PROCESS

Cash your drive has two sets of customers. They are as follows:-

1. Clients who require promotion through advertising who can’t afford to have
advertisements on television.
2. People who are ready to have stickers on their cars for a particular span of time and in
turn they get paid for it.
 FIRST SET
OF
CUSTOMER
S

If, yes
If, no

SECOND
SET OF
CUSTOMER
SERVICE QUALITY GAP MODEL

Further services can be improved in cash your drive by implementing this model.

The five gaps that organizations should measure, manage and minimize:-

 Gap 1 is the distance between what customers expect and what managers think they
expect - Clearly survey research is a key way to narrow this gap.
 Gap 2 is between management perception and the actual specification of the customer
experience - Managers need to make sure the organization is defining the level of service
they believe is needed.
 Gap 3 is from the experience specification to the delivery of the experience - Managers
need to audit the customer experience that their organization currently delivers in order to
make sure it lives up to the spec.
 Gap 4 is the gap between the delivery of the customer experience and what is
communicated to customers - All too often organizations exaggerate what will be
provided to customers, or discuss the best case rather than the likely case, raising
customer expectations and harming customer perceptions.
  Finally, Gap 5 is the gap between a customer's perception of the experience and the
customer's expectation of the service - Customers' expectations have been shaped by
word of mouth, their personal needs and their own past experiences.
Routine transactional surveys after delivering the customer experience are important for
an organization to measure customer perceptions of service.

Each gap can be identified and fulfilled by customer survey.

Implementation of service quality gap model will help city bikes to improve on its service
quality and fill the gaps that exists to become a market leader and to gain loyal customer base.