Dar Al Zain Car Wash

...

Benefit or manual wash Vs automatic wash (necessary???)

The automatic car wash might cause damage to your car, damage might include scratches from the swirl that has been worn out or that is not from a premium quality. Furthermore, the brushes might residue from other cars which have not cleaned regularly.

In the other hand, there are many advantages which make people prefer manual/hand wash. One of them is being able to inspect all areas visually when distributing the soap all over the car, this will highlight to the customer rust spots, paint damage and cracks that might not have been present or could have unnoticeable by the customer otherwise. Secondly, manual washing allows a through wash of the car; the cleaners will make sure the car is spot free.

Marketing

Dar Al Zain car wash has multiple mediums and marketing strategies to attract customers.

Price strategy

Dar AL Zain Car Wash charges a fixed rate 25 AED for small cars and 35AED for big cars. The purpose of having two different pricing is due to the load that the employee put in washing one car with the size of it. The prices were chosen within the range of prices in the market. The neighboring facilities in the area price their car wash from 20 AED to 45 AED. Below, table 1 shows the prices of the Competitors in AL Ain City (ADNOC, Mall car washing & Dar Al Zain)

Price Strategy Table For Manual Wash

Price

ADNOC

Mall washing

Dar AL Zain

Saloon

AED35

AED20

AED25

Four-Wheel

AED45

AED35

AED35

Table 1: Pricing strategy of AL Zain Car Wash

Marketing strategy

Dar AL Zain Car Wash uses multiple mediums attract customers. The most popular is social media, Jamal created and account on Instagram and Snap Chat to bring attention to his establishment. Jamal hopes to deliver an insight of Dar Al Zain, it might have a modest setting but it has premium service. Jamal also used traditional methods such as brochures; it specified his location, phone number, services. The cleaners distributed it around the industrial area of al Ain and on every Friday morning Jamal will give the brochures to the cleaners to distribute inside Al Ain city center. In addition, Jamal also used the word of mouth to attract his customers through family, friends and existing customers.

On the opening day of Dar Al Zain, the first fifteen customers were offered free car wash on their next visit. Dar Al Zain practiced this strategy also on public holidays and special occasions.

Dar Al Zain Car Wash attracts different categories of car owners such as:

- New car owners

- Older luxury car owners

- Sport cars owners

- Longtime car owners

- Local businesses

COMPETITIVE ADVANTAGE

Dar Al Zain always aims to on top of the competitions therefore, aims to satisfy the customers. In Dar Al Zain, every customer is given a loyalty card that allows him to be on a traditional loyalty point system. After every 10 car washes he gets a free car wash. Moreover, Dar Al Zain provides two comfortable indoors seating areas for men and women. In addition, to car washing Dar Al Zain has a car tire air pump on its premises; during the car wash the customers are asked if they want the cleaner to check their tire pressure.

Competitors

In any business, it is important to distinguish yourself from others, and in order to succeed it’s important to identify who is the competition. In this section several competitors of Dar Al Zain will be discussed.

ExISting competitors

There are several competitors in Al Ain; however, at 15 km radius of the DAR AL ZAIN there are only two cars washing centers. One of the competing cars washing center provides an automatic car washing service enough to accommodate one car at a time along with two manual car washing areas. Whereas, the second competitor provides only manual car wash and can accommodate up to three cars at a time.

The second category of competition is held by ADNOC; they are the petroleum company that controls the city of Abu Dhabi that has petrol stations spread all over the city of Abu Dhabi. Several ADNOC petrol stations provide car washing services. Usually, there are two options (manual or automatic) and each accommodates one car at a time. Figure 3 to 5 illustrates ADNOC facilities in Al Ain city

[pic 4]

Figure 4: Automatic Wash at ADNOC petrol station

[pic 5]

Figure 5: Manual Wash at ADNOC petrol station

[pic 6]

Figure 6: Vacuum Bay in ADNOC station

In addition to ADNOC, there are two more categories that cannot be correctly accounted for. The first competitor is the car wash services inside malls; this industry has been monopolized by few companies due to UAE regulations. The reason behind that is that malls can accommodate only one car wash center, which is divided into two types, the first is a physical shop inside the parking lot and mobile cleaning carts with cleaners handling each unit. Figure 6 illustrates an example of the mobile cleaning carts.

[pic 7]

Figure 7: Typical Car washing services inside the mall.

The second category are the Independent cleaners in offices and houses that provide a monthly or daily rate for car washes, they provide convenience to the customers that justify their increased prices (Around 5 dirhams more per car wash), the customer also feels he has a bargaining power to decrease the