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The following SMART 100 profile and the information it contains is a duplication of content submitted by the applicant during the entry process. As a function of entry, applicants were required to declare that all details are factually correct, do not infringe on another’s intellectual property and are not unlawful, threatening, defamatory, invasive of privacy, obscene, or otherwise objectionable. Some profiles have been edited for reasons of space and clarity. More about the SMART 100.
Nanotek Car Cleaning Service
This innovation initially came to life when…
After six years of success as Ecowash Mobile, we conducted market research into the consumer perception of the brand. We found that consumers were more interested in our technology. As a result of this research, we re-positioned our service and re-branded based on the unique and exclusive liquid nanotechology via which we provide our service. Whilst still having the same environmental credentials, the new Nanotek brand better conveys not only the technology but the unmatched quality of the service. Nanotek has also provided the foundation for a greater technology focus within the business led by our futuristic website, www.nanotek.co.
WHAT & HOW
The purpose of this innovation is to…
…through branding and centralised initiatives, to communicate a better understanding of our technology and service positioning to the consumer, enabling our franchisees to better explain the service and therefore more efficiently and effectively build their business.
It does this by…
…new terminology (e.g. liquid polymer nanotechnology instead of ‘waterless’), centralised communication tools (e.g. www.nanotek.co), prominent re-branding (e.g. mobile units and uniforms), public relations through our dedicated PR agency and targeted advertising focused on the key service attributes as identified by consumers in our market research.
PURPOSE & BENEFITS
This innovation improves on what came before because…
Whilst the service itself maintains its original exclusiveness and innovation, the new branding platform more clearly communicates to the consumer the key (and most appealing) attributes of the service — technology and quality. From a sales perspective the result has been a more immediate acceptance of the ‘non-traditional’ process and a better uptake of the service.
Its various benefits to the customer/end-user include…
Superior ‘polished’ finish, protective polymer coating, the ability to have their car washed literally anywhere at their convenience.
COMPETITIVE LANDSCAPE
In the past, this problem was solved by…
Its predecessors/competitors include…
TARGET MARKET
It is made for…
Literally, any involved car owner — but specifically car lovers and time-poor individuals. We have significant demand from fleet managers and currently look after requirements for ATO, DOCS, etc. Car manufacturers — Nanotek has over 15 car manufacturers as clients. We look after their motor shows (e.g. Sydney and Melbourne International Motor Shows) and new product launches. Our clients include Ford, Holden, Hyundai, Suzuki, Mitsubishi, Honda, etc.
DISTRIBUTION STRATEGY
It is available for sale through…
…our network of mobile franchisees.
Our marketing strategy is to…
We use a combination of local area marketing via our franchisee network, and central promotion via our head office which includes centralised advertising, website development, central call centre and full-time PR agency.
SUPPORTING IMAGES
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