Executive Summary
Hanna Wash Australia Limited is the leading distributors of vehicle washing equipments in Australia and New Zealand. The unique selling proposition for Hanna Wash Australia is their unparallel reliability, superior quality, and ease of operations for both the end users and the car wash business owner. Hanna Car Wash serves the businesses that are already in the business or willing to be in the business of Self-Service Car Wash Business. Another business segment that Hanna Car Wash serves is the car manufacturers. It serves the businesses that are located in the geographical boundary of Australia and New Zealand. As the businesses of Hanna Car Wash is all related to selling business equipments; therefore, it targets people in the “A” Socioeconomic class category. Hanna Car Wash targets the customers that have a natural likeness for cars and have a good social circle. For Australia, the main target market is in Sydney, Melbourne, Brisbane, Perth, and Adelaide. For New Zealand, the main target market is in Auckland, Wellington, Christchurch, and Hamilton. They specific benefit sought by its customers is to earn a handsome amount of profile on minimal investment.
Hanna Car Wash Australia
Hanna Wash Australia Limited is the leading distributors of vehicle washing equipments in Australia and New Zealand. The washing equipments supplied by Hanna are manufactured by world’s leading car wash equipment makers. The unique selling proposition for Hanna Wash Australia is their unparallel reliability, superior quality, and ease of operations for both the end users and the car wash business owner (www.hannawashaustralia.com). Hanna Wash Australia is in the business of sales, design, supply, and installation of car wash equipments for 15 years. They are also in the installation, supply, and design of specialist vehicle wash systems for trams, truck, and trains. Recently, Hanna Car Wash Company has also introduced washing systems for helicopters, as well.
Profiling
Hanna Car Wash supplies the equipments to the people, who are already into the business of car wash, and it also facilitates the people who are willing to start this business. The kind of customers that Hanna Car Wash deals can be bifurcated into three broad types of business:
Self Service Car Wash Businesses
Hanna Car Wash serves the businesses that are already in the business or willing to be in the business of Self-Service Car Wash Business. Self-service car wash has a multitude of close equipment rooms and open ended wash bays. Each of the bays have a foaming brush and a high-pressure wash want with a coin acceptor that controls the bay that is accompanied by count-down timer display and wash function selector. In this type of business, the customer manually washes their car in the bays.
Full Wash Service Systems Businesses
Another business segment that Hanna Car Wash targets are the businesses those are in the Full Wash Service Systems. This is the luxury end of the market, which leaves their cars in this places and goes out for shopping or to nearby cafes. Services in this segment include exterior chamois finish, hand wash, full vacuum, windows cleaning, tyre black, air freshener and sealer wax.
Car Manufacturers
Another business segment that Hanna Car Wash serves are the car manufacturers like BMW, Mercedes, Lexus, Nissan, Holden, Ford, Toyota and Audi to name a few. Hanna helps these companies to have a holistic car washing mechanism in their production facility.
Demographic Profile
Demographic segmentation is related to the attributes like city or region, ages, region, race gender, household composition, and ethnicity (Acuff, 2009). The business segmentation by Hanna Car Wash is based on geographical boundaries. It serves the businesses that are located in the in Australia and New Zealand. Their major business segment is in the cities of Melbourne and Sydney, but also serves other cities as well. The targeting is not based on elements like race, gender, household composition, and ethnicity.
Socioeconomic Profile
Socioeconomic factors are the attributes that are related to the income, occupation, and educational attainment (Gilmarten, 2009). In case of Hanna Car Wash, this factor plays a major role. As the businesses of Hanna Car Wash is all related to selling business equipments; therefore, it targets people in the “A” Socioeconomic class category. Normally the people would mostly be businessman, with at least high school education.
Brand Affinity Profile
As there are myriad other companies that are offering the same services as Hanna Car Wash; therefore, they have developed their unique selling proposition to stand out their services. As they have made their unique identity based on unparallel reliability, superior quality, and ease of operations for both the end users and the car wash business owner; therefore, it targets on the customer, who are brand conscious. Targeting the brand conscious chunk of the population allows them charge a premium for their unmatched products and services.
Psychographics Profile
Psychographic elements involve attributes like personality, lifestyles, attitudes, life stage, and opinion (Brassington & Pettitt, 2003). Hanna Car Wash targets the customers that have a natural likeness for cars and have a good social circle. These people care about their self image in the society. These categories of customers have positive attitude of special care for cars.
Geographic Profile
Geographic profile of the customers identifies that where the specific target market resides. This helps the businesses to target their research and marketing functions to specific group of people (Kotler, 2000). This makes the entire marketing function efficient and effective. The target market of Hanna Wash is in the metropolitan cities of Australia and New Zealand. For Australia, the main target market is in Sydney, Melbourne, Brisbane, Perth, and Adelaide. For New Zealand, the main target market is in Auckland, Wellington, Christchurch, and Hamilton.
Profiling based on Benefits Sought
Benefits sought are the specific elements that incline customers to buy certain thing. In the case of Hanna Car Wash, the individual businesses are the people who are into other business. They have got an additional amount, and they are the ones who are looking for investment opportunities. They specific benefit sought is to earn a handsome amount of profile on minimal investment. For the manufacturers of vehicles, the specific benefits are its ability to offer reliable and quality equipment and excellent after sales services. It is also a one stop solution for all the needs related to car washing businesses. There are a number of individual, who are looking for investment opportunities, but they lack skills in the business that intend to do. Apart from providing the washing equipments, Hanna Car Wash also assists the business in all the aspect of the business. It includes choosing a perfect site for business, setting up the entire mechanism of car washing, and marketing the business.
References
Acuff, D. S. (2009). Market smart: the best in age and lifestyle-specific design. New York: Collins Design.
Brassington, F., & Pettitt, S. (2003). Principles of marketing (3rd ed.). Harlow, England: FT/Prentice Hall.
Gilmarten, J. (2009). Market smart. New York: Collins Design ;.
Hanna Wash Australia - Home - Vehicle Wash Systems & Car Wash Experts - About Us. (n.d.). Hanna Wash Australia - Home - Vehicle Wash Systems & Car Wash Experts - About Us. Retrieved March 27, 2014, from http://www.hannawashaustralia.com/about_us
Kotler, P. (2000). Marketing management (Millennium ed.). Upper Saddle River, N.J.: Prentice Hall.
