In this report we will discuss the idea of the new concept of the service which is not available in the university but if this service is become available in the university it can facilitate most number of the people inside the university and this idea of UCP service station is purely for the university’s population.

1. UCP Service Station
Services Marketing
Saad Saleem
Saad Ali
Asad Saddique
Sanam Butt

2. Bilal Mughees Shahid
Table of Contents
Description Page No.
Acknowledgement 1
Executive Summary 1
Car Wash Service Description 1
Service Stations Trend 2
Value, Rare, Imitate, Organization 2
Core Strategy 4
Business Model 6
Pest Analysis 7
Feasibility Analysis 8
Key Success Factors 10
Competitor Analysis 11
Positioning And Market Analysis 11
Conclusion 16

3. Acknowledgment
We are very grateful to Allah who blessed us the strength and courage to stand by the difficulties
that came in the way and who enabled us to complete this project effectively. As plants cannot
grow without seeds, birds cannot fly without wings. Similarly knowledge cannot be attained
without proper direction and supervision. We are, therefore, also thankful to our respected Mam
Fatima because of whose generous co-operation and help, the accomplishment of this Project
became possible.
Executive Summary
In this report we will discuss the idea of the new concept of the service which is not available in
the university but if this service is become available in the university it can facilitate most
number of the people inside the university and this idea of UCP service station is purely for the
university’s population.
Car Wash Service Description:
We are starting a new service concept in University of Central which is related to car/bike wash
service. The main aim of this service to provide the students, faculty and other staff of the
university the quality service during the scheduled timings in the affordable prices.
The name of this service is “UCP Service Station” we are providing the car and bike wash
service to the students, faculty and other staff of the university in their university scheduled
timing. This is basically a concept which holds the low contact service concept in which the
person (customer) who is a part of UCP will hand over the car/bike to the employees of UCP
service station and they will discuss their timings with the management so that they will be able
to get the car/bike on their prescribed timings.

4. Best service and saving the time is our first priority and for this purpose our main focus is to
provide the ease and maximum satisfaction to the customers regarding their rendered vehicles.
This service is specifically designed for those persons who are the part of University of Central
Punjab.
Service Stations Trend:
The idea to start it as a business came from a problem which we were observing from a very long
time like there are a lot of service stations in the city and there is no doubt they are offering the
quality services but in some instances it’s been observed that people have to wait for their turn
while service of their cars or bikes and there is a huge number of people holding the vehicles and
also there is also a need of those people for the better service of their vehicles.
As such there are no service stations that use the proper information system which records the
customer preferences and attitude towards the service. By visualizing the whole scenario given
above makes us to think that this timing hurdle must be terminated so we decided to start it as a
business because mostly people are interested in this as the survey of 150 people has been
conducted and 83% people were in this favor that it is a very good and unique idea and this will
help in saving their time.
Value, Rare, Imitate, Organization
Valuable
The valuable thing in this service station is that it is the part of UCP and we will use the premises
of UCP and this service is only available to persons belonging to UCP either he is a student,
Faculty member, or any other staff. There will be a proper membership system of the people and
all the data will be saved in the database in which the free timings of one particular person will
be saved and what kind of service does he wants usually or do will be saved in the data base. In
this case time saving of particular people is the main valuable thing which only can be earned by
completing the work through devotion, dedication and determination.
Rare

5. The differentiate services that are available in UCP service station are that they are using the
database system in which customer behavior will be recorded so that the customer who will be
coming next time for the service will be facilitated nicely. With the help of data we will come to
know that customer frequent service wants such as car wash exterior, internal car cleaning
service, compound and cut creaming and car polish along with this free timing slots of that
person in which we will have to manage and return the car of that customer at any cost.
However this service might be available in the market but there is always the issue of waiting for
the turn of service in the other stations and this is our punching point that we have free slots
available in which that particular person will take the class or perform his/her duties and we will
make the car ready in that time slot and the customer would not have to face any kind of
ambiguity.
Imitate
It is difficult to imitate this concept by the other businesses because in university it is bound for
everyone who is the part of it to come and attend the class or job. This is the factor which helps
our business to be unique in a way that customer would not have to go specially somewhere else.
As the customer leaves the car in the parking he will get the car serviced when he will be so there
is no wait time as well as customer won’t have to go especially on the service stations which also
help in saving the fuel cost.
Organizing
UCP service station is the part of UCP so it is connected with the strong reputation of being
punctual, trustworthy and reliable will be a key factor by building a long term relation with the
customers. And this is organized under the UCP promotion and placement department. There
will be one supervisor who is the in charge of that service stations along with the 10 workers at
the start who will be working on the different nodes with effective and efficient manner.
Objectives
 To facilitate the students of UCP
 To provide a high quality, full-service car wash which will include complete car detailing
 Our goal is to become the premier car wash destination

6.  To develop a highly successful, profitable car wash business which provides our
community with a much needed service
 Providing our customers the very best possible service is our primary objective. We will
achieve this by equipping our full- and self-service facilities with the finest equipment
available
 Supporting our superior technological foundation with the region's best service to cost
price package, and by insisting upon a highly trained and motivated service staff.
 Our objective is to become an active and solid member of the community
 Sustainable profitability and reliability: we take good care of our customers and the
environment.
 Professionalism: we work with professional pride and passion
 Customer loyalty: we strive for long-lasting partnerships by creating added value for our
customers.
Core strategy
1. MissionStatement:
It is the mission of UCP service station to provide personal vehicle owners and enthusiasts with
vehicle related services with a high level of satisfaction.
2. Vision Statement
UCP service station aims to be friendly to the specific customers by committing to excellence in
service and ensures quality services through dedication, determination and devotion.
3. Differentiating Point:
Our differentiating point is that we are mainly focusing the university’s population and the
offered service is itself a differentiating point and the customer’s trust on the UCP’s stake will be
a plus point.

7. 4. Product /market scope:
As mentioned earlier, we would be targeting the whole UCP. The youth comprises of 10000
approximately of the total population so it will provide the opportunity to attract a large number
of consumers that could avail our services. It would be up to us to create an image in the minds
of the consumer to influence them to facilitate themselves with the best services.
 Industry Attractiveness:
The service station industry is going towards growth stage from past decades the innovation that
we are bringing-up in the form of technology, customer satisfaction which is providing an
opportunity for us to customize existing services will help us to prosper, flourish and gain a
significant no. of customers inside the university.
 Industry structure:
The industry structure helps in determining the profit potential of a particular industry. The
average rate of return can be affected by the structure of the music industry. The profit potential
in the service industry is quite high as this sector is quite active in Pakistan that ensures the
availability of our required product in good quality at quite a reasonable rate. Secondly, in UCP
there are mostly those people who are the part of middle class, upper middle and upper class. So
there is a huge chunk people who are holding the vehicles with them.

8. BUSINESS MODEL
Customer interaction
Giving token to the customer
Taking the vehicle to the service station
Process ofcar/bike washing
Taking vehicle back to parking area
Contacting and interacting with customer
Taking token back and returning the keys of
vehicle
Taking Money and completing transaction

9. PEST Analysis
1. Political Analysis:
 Taxation:
The most important factor could be taxation for political which is controlled by government, it
will affect service industry’s incomes, as well as consumer preferences as the more the GST on
job the more the price of service.
 Public expenditure controls:
When People’s expenditure being controlled which lead to decrease in sales, and it will affect the
whole service industry’s profit at the same time.
 Government stability
Government stability is positive to service industry, as for any business it will harm the total
business procedure and policies, if there is no stable platform for business.
2. Economical Analysis:
 Interest and inflation rates
Inflation can affect consumer spending, though based on demographic but it also can influence
greater performance to service industry if targeted to specifically to the generation who gained
from change of Interest and inflation rates.
 Consumer confidence
If the consumer’s confidence is high it means they are ready to utilize and actually make lot of
transactions in future. Service of car/bike is always one of the things that they will keep among
on their priority list for that spending.

10.  Economic growth prospects
When the country’s economy increases, the whole business environment expands as a whole. So
there will be more choice of customers as well as increased consumer base.
3. Social-cultural Analysis:
 Values in society
The different culture can enjoy service inside the UCP , so that the customers can make their
time productive which could have been wasted during the service of their vehicles.
4. Technological Analysis
 New product potential
New product has potential, creating new competition, also new way of reaching customers and
delivering product. There will be the usage of Information system which will maintain the
complete database of the customer preferences such as the customer usually prefer the car wash
only or interior cleaning or compounding after car wash or the polishing.
Feasibility Analysis
1. Service feasibility
Washing or cleaning the vehicle is usually that issue which most of the people do not like to do
in their free timings as well. And for that people have to spend the unwanted times at service
stations and sometimes if there is a huge traffic in stations so for that purpose the customer have
to move to another station which is also time consuming in order to search for it. There is a
potential in this service as there is a huge amount of people who can avail this service if they
understand the concept.

11. We have also carried out a survey in different universities just taking a view from student about
our UCP service station Idea. We also asked that how much they can pay for the recording. Most
of the students said that they are willing to pay 300rs to 500rs if it is saving their time. Through
this survey we identify that student will happily pay at least amount for the service..
2. Industry feasibility:
The service industry in Pakistan is at its growth stage already but because of our facilitation and
innovative information system we will soon achieve high growth level and will retain our place
in the UCP and attain the maximum level of customers inside UCP.
Target Market:
Target market was the most important thing in launching the service concept. We are basically
targeting university students, faculty and other staff of the university who are having the cars or
bikes.
3. Organizational feasibility:
This is organized under the UCP promotion and placement department. There will be one
supervisor who is the in charge of that service station along with the 10 workers at the start who
will be working on the different nodes with effective and efficient manner.

12. Key success factors
The key success factors are
 Price
 Service differentiation
We will be focusing on each one of them to sustain in the market.
1) Price:
The price we are offering is based upon the competitor’s pricing model. As pricing is the main
factor to penetrate in the market to capture the maximum number of customers at the start
2) Service differentiation:
We are offering the service differentiation which is not available in the market at we are offering
the valet parking system where two of the employees will be present always in official timings so
that they will pick the car and return the car to university’s parking with complete security. As
this kind of service is not offered by any of the competitor in the market.

13. Competitor analysis
There is a huge number of competitors of UCP service stations in the market because if the
observation is made then service stations would be found in different petrol pumps and private
service stations. But there is no direct competitor in this regard in any university’s service station
point of view. So this is a new concept and UCP would be the first mover in this regards.
Positioning
Tagline of Company
“Imagine it, done!!!”
Market Analysis
Product
We are offering car wash services to the students, faculty and other staff of the UCP.
Core product
The core product of UCP Service stations is to provide the Car wash service/bike service.
Supplementary services
Following are the supplementary services which are offered by UCP service station
 Body polish
 Compound
 cutting cream
 Picking and dropping from the parking.

14. Value added services
Following are the value added services which are available to the people belonging to UCP.
 Membership benefits
 Tissue boxes
 Dusters
 Car fragrance sprays
 Car cleaning in week
 Tire pressure check up
 Water gauge check up
 Battery maintenance
 Rust removing
Pricing
We have set low prices to gain a large maker segment. Our competitor which are also providing
good services but in high prices and they are not giving any choice to the customer to facilitate
them. We are giving value proposition for the customer and value proposition to organization as
well.
We are charging according to the market price and competitors. According to our survey
population of UCP is willing to pay between 300 to 400 for car wash and service.
Bike wash is for rupees 150.
Car polish 300.
Bike polish 100
Compound & cutting cream 1000.

15. As this is the part of UCP and this service is available under the university premises so that there
will be no extra rent, electricity charges to be beard.
Promotion
Following are the promotional techniques through which this service availability can create
awareness to maximum number of people.
 Social media
Social media includes the facebook pages, blog on the twitter, email system. This can create the
huge difference as this service is not for all. It is just for the UCPIANS so this can create the
better word of mouth.
 UCP website’s page.
The announcement on the UCP website will ensure the reliability factor as there is also a huge
traffic on the UCP page so this will be helpful in order to create the awareness of this service
which is available in UCP.
 Stickers
The UCP stickers will be available in the UCP service station which can be pasted on the back
screens of the cars on the permission of the customer.
 Flexes
Flexes will be implemented inside the university premises such as:
 Café wall
 Doce sitting area
 Sports complex wall
 Auditorium
 Food street
 Brochures
 Word of mouth
 SMS service

16.  Notice board
Placement
Our services are only available to UCP staff/faculty and students. This is existed inside the
premises of UCP.
Physical Evidence
We have acquired a place adjacent to UCP for our service station. This service station is present
beside the Karachi hot n spicy restaurant. This is based on the 1 kanal which is quite enough
space to cater the maximum audience.
People
In people it includes the staff of 11 people and there will be one supervisor who will be
responsible for the governance of the service station and he will report to the finance, Human
Resource department. And there will be 10 sub ordinates in which two people would be present
at valet parking and be responsible for taking and dropping back the vehicle and receiving the
money in order to complete the transaction by another employee. Two people will take the
charge of compounding and polishing while two people will be responsible for interior cleaning
and 3 people will be responsible for the washing of cars and vehicles.

17. Process
Following flowchart will be very helpful in making the clear understanding of the whole service
Services FLOWCHART
Contact by
customer
Enteringin
the
University
Contact by
customer
Takingthe
keysof
car/bike
and giving
the token
Returning
vehicle back
to customer
Taking
vehicle to
the service
station
Washing
the vehicle
Compounding
and polishing
Taking
money
Invisible
Actions
Visible
Actions

18. Conclusion
As per the survey which was conducted and the strategies built in order to complete this report
we have to know that this idea is very feasible and helpful towards generating more revenues for
UCP and this idea will be very helpful in saving the time of the people as this facilitates the
customer very well though it is based on the low contact.