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RYKO Touch Free Car Wash PowerPoint Presentation
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RYKO Touch Free Car Wash

RYKO Touch Free Car Wash

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RYKO Touch Free Car Wash

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  1. How to Play the Game Ken Barr 2000 Summer Sales Meeting RYKO Touch Free Car Wash

  2. Is RYKO The Touch Free Car Wash Company? Through the Gamesmanship and Perception Building by our touch free competitors painting RYKO as the friction only company our recognition as the touch free car wash company has been effected.

  3. Is RYKO The Touch Free Car Wash Company? How do we overcome this perception and have RYKO thought of as one of the major touch free car wash companies in the industry while still retaining our World Leader Multi-Product Supplier Status.

  4. RYKO Is a Touch Free Car Wash Company! Fact! • Touch free car washes have been 40% of RYKO’s sales over the past 5 years. • Therefore, RYKO has been and is a significant factor in the touch free industry.

  5. How Did We Get To Where We Are? • Why is RYKO sometimes not thought of as the touch free car wash company? • RYKO car wash offering more diverse than competitors. • Competitors say we do not focus on touch free washing.

  6. How Did We Get Where We Are? • Competitors said that our earlier touch free, was not as flashy as theirs. • Competitors had triple foaming wax applications.

  7. How Did We Get Where We Are? • Competitors had two-step chemicals. • Our spot free rinse system was more expensive. • The US 2001 population in some areas was sparse, making it more difficult to show the equipment.

  8. How Did We Get Where We Are? • Success in selling FoamBrite has taken some of our focus away from selling Touch Free. • Sales force not as comfortable or knowledgeable selling touch free as selling friction. • Sales people not confident in understanding touch free chemicals vs. competitors.

  9. Our goal is to re-establish the industry perception of RYKO as a strong touch free supplier! Ryko – The Touch Free Car Wash Company!

  10. WHY BE CONCERNED? • Touch free will be a continuing part of the car wash sales market. • Some major oil companies prefer touch free car wash equipment.

  11. WHY BE CONCERNED? • Our touch free competitors have presented a perception to the Oil Industry of RYKO as a friction only company. • Some major oil companies have created perceptions of touch free washing that although not accurate, they have accepted this perception as reality.

  12. WHY BE CONCERNED? • All worked to build a successful touch free car wash sales business as part of multi product offering. • Important to maintain this part of our business to continue growth of RYKO, each distributor area and each sales area.

  13. Oil Companies Buy Some Touch Free • Various major oil companies have demonstrated in some parts of the country a preference for touch free car washing. • These companies are: • BP/Amoco • Exxon/Mobil • Tosco/Unocal • Chevron • Conoco • Phillips • Utramar/Diamond Shamrock

  14. Oil Companies Buy Some Touch Free • These companies have purchased friction washes either in the past or along with touch free washes. • Some of these companies have moved or are moving toward friction washing with FoamBrite.

  15. Oil Companies Buy Some Touch Free • Bottom line is all of these companies are purchasing some touch free washes. • We want to be their touch free wash supplier!

  16. How Major Oil Perceives Touch Free Washing Reasons some major oil company personnel give for buying touch free car washes. • Perceive no damage claims • Perceived safe wash • Perceived modern image • Perceived acceptable wash quality • Perceive installation easier and faster with few major building modifications

  17. How Major Oil Perceives Touch Free Washing • Perceive touch free commands a higher price for the car wash. • Perceive fewer moving parts with touch free equipment results in lower maintenance costs. • Perceive that entire market is not reluctant to wash their vehicles touch free but a part of the market will not wash with friction.

  18. How Major Oil Perceives Touch Free Washing • Perceive touch free washing as the preference of the higher end demographic customers, the market segment that they all see as their desired customer. • Perceive lower equipment cost with touch free washes. • Perceive greater profitability. Higher operating cost of touch free washing is overlooked.

  19. How Major Oil Perceives Touch Free Washing • We Know - Most if not all of the above perceptions are not reality. • Many of the more experienced people in the oil industry and the car wash industry realize this also.

  20. How Major Oil Perceives Touch Free Washing • However, many of the people that are in positions of responsibility in the oil industry are not as experienced and knowledgeable and for them PERCEPTION BECOMES REALITY!

  21. PERCEPTIONS! • Where have these perceptions about touch free washing come from? • Our touch free competitors have done an excellent job of spreading these perceptions throughout the oil industry.

  22. PERCEPTIONS! • Where have the perceptions come from that RYKO is not a touch free company? • Our touch free competitors have done an excellent job of spreading this perception throughout the oil industry also. • Now it is our job to change these perceptions!

  23. Our goal is to re-establish the industry perception of RYKO as a strong touch free supplier! RYKO – THE TOUCH FREE CAR WASH COMPANY!

  24. RYKO’s TOUCH FREE OFFERING TODAY US 2001 has the most attractive appearance of any touch free car wash in the industry. • Glossy panels look good, but must be kept clean. • Personalized Image on top fascia of machine.

  25. RYKO’s TOUCH FREE OFFERING TODAY • Pictogram Panel displays are at a level for the customer to see them. • Attractive Color coordinated plastic covers. • US 2001 is the fastest touch free car wash in the industry.

  26. Touch Free Car Wash Speed Comparisons All two step wash times, not including dry. US 2001 • Basic Wash – 1 min. and 44 sec. Mark VII Aqua Jet • Basic Wash – 2 min. and 28 sec. PDQ Laserwash 4000 • Basic Wash - 4 min. (Mark VII and PDQ wash times were based on my timing of recently installed washes in the Phoenix market.)

  27. RYKO’s TOUCH FREE OFFERING TODAY The RYKO High Impact technology: • Longest operating life. • Lowest maintenance costs. • Best wash quality. • 5 year pump warranty. • Acceptance to the use of reclaim water . • Strongest mechanical action on the wash surface.

  28. RYKO’S TOUCH FREE OFFERING TODAY • Minimum vibration. • Quiet running. • Minimum nozzle wear. • No nozzle clogging.

  29. RYKO’S TOUCH FREE OFFERING TODAY • The Rainmaker III = a very competitive Reverse Osmosis/Spot Free Rinse system.

  30. RYKO’S TOUCH FREE OFFERING TODAY • Fixed cost service programs from the best car wash service organization in the industry.

  31. RYKO’S TOUCH FREE OFFERING TODAY • Fixed cost chemical programs provide customers with advanced knowledge of chemical costs. • Keep full chemical programs assure no chemicals run outs. • No downtime or wash quality problems caused by chemicals losing prime.

  32. RYKO’S TOUCH FREE OFFERING TODAY Two step chemical application capability. • RYKO Prep Pro I – Low PH or acid chemical solution. • RYKO Prep Pro II – High PH or alkaline chemical solution.

  33. RYKO’S TOUCH FREE OFFERING TODAY • Tri-foam wax as an option for increasing revenue.

  34. Understanding Touch Free Washing • Our competitors in selling Touch Free car washes present an image of success in their ability to get cars clean. I do not think we always demonstrate the same image of success. • Do they know or have anything that we do not have? Is the difference in the image presented or perception created?

  35. Understanding Touch Free Washing • Our major Touch Free competitors work directly with chemical companies as the chemical supplier to their customers. The chemical people create a perception of knowing more about how to get cleaning results.

  36. WHAT OUR COMPETITORS SAY • Excerpts from a recent Mobil car wash session featuring Mark VII and Eco Lab/Blue Corral. • Not fact but only what our competition is saying.

  37. WHAT OUR COMPETITORS SAY There are five factors of Touch Free Cleaning. • Water • Temperature • Chemistry • Time • Mechanical Action

  38. WHAT OUR COMPETITORS SAY • Maximum cleaning requires all factors working together. • Reduction in one factor will require increasing the others.

  39. Water • Water used for chemical application must be soft. • Dissolved calcium and magnesium in hard water reacts with active ingredients of the chemical solution causing loss of cleaning.

  40. Water Loss of cleaning ability from hard water: • 2-5 grains = 15% loss • 5-10 grains = 25% loss • 10-15 grains = 35% loss

  41. Water Total dissolved solids (TDS) • Above 30 PPM (Parts per million) will leave spots. • TDS generally will not effect cleaning.

  42. Temperature • Chemical solutions work best on a dry car. • Temperature = Activity of chemicals. • Quick to say that this has some limitations, such as difference in car surface temperature, ambient temperature of the air, etc. • Continually emphasized that there are lot of variables.

  43. Chemistry • Chemistry - the reaction of solution with water and the ability of that solution to clean soils. • Soils made up of Organic and Inorganic. • Organic - dirt in the ground. Best cleaned by alkaline cleaners. • Inorganic - pollution from the air Best cleaned by acidic cleaners.

  44. Chemistry • Use the right product or products at the right concentration. • Cleaners have a point of diminishing returns.

  45. Two Step Cleaning • pH scale - 0 to 14, 7 is neutral. Chemicals concentrations at either extreme is dangerous. • Low pH products or acids are corrosive.

  46. Two Step Cleaning • Normal order - acid presoak first pass and alkaline presoak second pass. • Some climates in the winter they apply the alkaline first. • Phoenix best cleaning with the least problems with double pass alkaline. • Nothing is constant!

  47. Time • Dwell time is an important factor in cleaning. • Soaking of chemical solutions on the vehicle surface increases cleaning. • Ideal dwell time 5 to 20 seconds. • After 20 seconds - diminishing returns on cleaning. • Soils and oil may redeposit on the vehicle surface.

  48. Mechanical Action • Water pressure = mechanical action. • Admitted friction provides a better mechanical action than touch free. • We know High Impact offers better mechanical action that High Pressure.

  49. What Our Competitors Say Challenges our competitors see with touch free are: • Removal of film • Variable water quality and temperature • Limited dwell time to increase throughput(although they said earlier that over 20 seconds in most cases had diminishing returns) • Cost constraints • Meeting and exceeding customer expectations (not cleaning)

  50. What Our Competitors Say Claim to pursue the focus on profit through: • Removal of film • Limited dwell time to increase throughput • Optimize solution usage • Focus on extra service revenues