Laundary Projects
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In the Name of Allah, Who is most merciful The compassionate.
Brief Contents Preface Acknowledgement Executive Summary Introduction
Chapter: 1
Survey
Chapter: 2
Graphical Representation of Survey
Chapter: 3
People
Chapter: 4
Services
Chapter: 5
P r ic e
Chapter: 6
Promotion
Chapter: 7
Power
PREFACE We are introducing a new laundry services in the market, in this regard we have condu conduct ct a surv survey ey to launc launch h it and devel develop op a mark market etin ing g mix mix incl includi uding ng Peop People le,, Services, Price, Price, Promotion and Power.
In the People chapter we segmented the people according to their segmentation, recognize recognize their their needs for laundry laundry services services and give them solution solution for their problem, problem, which they are facing by ordinary washing-men.
In the Services chapter we explained all the features of our services and also for washing washing process which they desired. desired. We made some strategies strategies for development development of our services.
In the Price chapter we analyzed that what price people expecting and willing to pay. We have given some notes on the price structure and relating to the price.
In the Promotion chapter we stated that what type of advertising vehicles would be used. These advertising vehicles play an important part in the the success of our services.
In the Power chapter we discussed about some authorities that can effect on the environment and in the development d evelopment process of our services.
For the purpose of gathering information, our group has used both primary and secondary sources.
1. Mark Market et sur surve vey y of Pak Pakis ista tan. n. 2. Inte Intern rnet et reso resour urce ces. s. 3. The main main object of the projec projectt is to develop develop a marketing marketing mix mix for our our Firm. Firm.
ACKNOWLEDGEMENT First of all, we would like to say thanks to All Mighty Allah and Holy Prophet Muhammad (PBUH) who give us courage, knowledge, and rational mind for thinking & understating to complete this task.
We have have bene benefi fite ted d from from the the cont contri ribu buti tion onss of our our frie friend nds, s, our our coll collea eagu guee other other professors and business executives in preparing the complete and comprehensive project. Special thanks to Sir. Sohail Sohail Raza who motivate us and give us a path how to achieve this target.
Finally, we are also grateful to those who have directly or indirectly contributed towards the preparations of this project.
1. Executive Summary The business of laundry services in PAKISTAN is not well established national wide. CleanTouch dry After analyzed this situation I registered a firm with the name of CleanTouch clean. CleanTouch dry cleaning is providing dry cleaning services in a very efficient efficient
manner in different regions and metro areas in Pakistan.
The objective of CleanTouch dry cleaning is to provide best and quality laundry services in the different regions with with affordable price. I visualized that that the scope of the services is very vast in Pakistan market. I identified that the different regions of Pakistan people to the ordinary washer-men and pay them a cost which we offered for our quality washing services and it is also found that there is no security regarding the pro provi visi sion on of wash washin ing g serv servic ices es as well well as cust custom omer er is not not enjoy enjoyin ing g the the other other advantages.
On the other hand, CleanTouch dry cleaning is providing not only laundry services but also providing better atmosphere like a club & discounts color brightness better and many other benefits.
CleanTouch dry cleaning is also providing providing a membership to its customer. It can play an important role to make the customer loyal. loyal. By the help of this additional services customer can enjoy the different event which will be sponsored or arranged by the Clea CleanT nTou ouch ch dry dry clea cleani ning ng.. I have have also also deve develo lope ped d a data databa base se and and webs websit itee www.cleantouch.com (in progress) for our customers at which they can check their accounts status online with CleanTouch dry cleaning.
For the members of CleanTouch dry cleaning is more facilitating to their customer is that the representatives of the CleanTouch dry cleaning will collect the washable clothes from the member’s home and after washing that clothes will deliver back to the member’s home.
When I went to the people and asked them various question about their laundry services the answers of the questions were negative. I also asked them a question “do they want any new and best laundry services which fulfill their clothes requirements.” Most of the people answered “Yes”.
To keep the answers in view I segmented our total market and select the target segment of the total market and then come with segment needs and requirements that meet the customer satisfaction with latest technology.
To spread the awareness about the services of CleanTouch dry cleaning, I adopted some kind of Medias to promote this service. In this context, I use electronic, print, outdoor media for the promotional activities.
After carried out all the above mentioned activities I got feedback from our users about the services which provided by CleanTouch dry cleaning, their feedback was very much positive.
Introduction CleanTouch dry cleaning is a concept of Cleaning Services available to individuals and families, including dry cleaning and laundry. CleanTouch dry cleaning intends to offer affordable "luxury" cleaning to all. Quality is made available to everybody. CleanTouch dry cleaning is the best service provider in your area. The core business is the cleaning of clothes. Our professional team is taking care of each item with a great respect. Removal of the spots, small repairs, high quality finishing are some of the features that make CleanTouch dry cleaning different. CleanTouch dry cleaning also offers cleaning products in the lobby of the shops in the C. Corners. These professional products or items are sold for d omestic use. Be CLEANTOUCH once and for all!
More than a dry cleaner, CleanTouch is "Your Cleaning Center", including dry cleaning, laundry, pick-up and delivery as well as related services, Cleaning and advice. Just Be CleanTouch .
To achieve your highest ambitions, you need vigorous partners, good support and assistance assistance and a professional professional technology. technology. CleanTouch dry cleaning cleaning is that driving driving force. CleanTouch dry cleaning is a team of men and women working together to serve the needy people. The skills of our team and its customer oriented organization are our main assets. We have have been been operati operating ng shops shops in differ different ent areas areas in the Pakist Pakistan an through through direct direct investment. But in the beginning I will start it from only Faisalabad for test market. CleanTouch dry cleaning is built on a vision of the Cleaning Services. We bring together the resources and the people who share with us the excitement of achieving such such object objective ive.. They They are highly highly motiva motivated ted people people which which are probably probably the most most important thing. We want to share with them our CleanTouch dry cleaning vision. CLEANTOUCH is moving ahead.
Situation Analysis cleanTouch Laundry service is entering its first year as a start-up business. The idea has been well received and marketing will be critical to the success of the business. CT offers a clean, convenient laundry facility for those that do their own laundry, as well as those in need of optional services. CTL will lure customers in with excellent custom customer er servic service, e, member membershi ship p and discou discount nt facil facility ity,, a pick pick and drop drop servic servicee of clothes, and online service through website w ebsite to its customers. Market Summary
I have captured good information about the market and know a fair amount about the target customers. To determine the actual demand for the service a market research survey was conducted in the start of July 2009 and I see many people are interested and have great demand for the offering I am going to deliver through my laundry servic service. e. The
servic services es are given given by other other compani companies es are not as good good as people people
demand .The survey was only conducted in Faisalabad because Faisalabad is serving as a test market in the start. start. The facilities facilities offer to customers customers like picking the clothes from home and deliver it back to homes as well as optional services such as full service washing, alteration of clothes and 24 hours clean box service, very affordable prices and also guarantee of usage of very good washing material are very admired from the respondents. Questionnaire and graphical representation of response from respondents is given below.
MARKET SURVEY
Survey Form
Name_____________________
Age__________________
Marital Status _____________________
Education_____________
Income_______________________ Income__________________ _____
Contact #_____________
Are you satisfied from present laundry services? Yes_________
No_______________
Are the laundry services available to you when w hen you required? Yes_______________
No_______________
Is the laundry services provider registered or not for security purpose? Yes_____________
Do you think they are providing better services? Yes_________
No_________
No___________
Others_____________
Is the prices of laundry services is affordable? Yes_________
Others_____________
Do you think they use better quality qu ality material in their washing process? Yes________
No_________________
No__________ Others___________
What prices you pay for: 1. Suits________ 2. Curtains_______3. Shalwar Qameez 4. Blanket________ 5. Bed sheet________6.Pent Shirt
Are the laundry services provider deliver back cloths on promise? Yes______________
Others_________
Dou think there should be some sort of change? Yes_________________
No____________
No______________
If we provide better services in affordable price you appreciate it? Yes __________________
Date___________________
No_____________
Sign__________________________
GRAPHICAL PRESENTATIO N
OF
SURVEY
Areyousatisfyformpresent formpresentlaundry services? 80% 60%
g a 40% %
Series1
20% 0% Yes
No
Others
results
Arethelaundry laundryservicesavailableto you when yourequrie ied? 80% 60%
g a 40% %
Series1
20% 0% Yes
No
Others
results
Is they providing better laundry services ? 60% 50% 40%
g a 30% % 20%
Series1
10% 0% Yes
No
results
Others
Do you think they use quailty material in their washing process? 50% 40%
g 30% a %20%
Series1
10% 0% Yes
No
Others
results
thewashingprocesseffectyour cloths? 60% 50%
g 40% a 30% % 20%
Series1
10% 0% Yes
No
Others
results
Is the price is affordable? 70% 60% 50%
g 40% a %30%
Series1
20% 10% 0% Yes
No
results
Others
Is the la laundry service providers delivered back the cloths on promise? 50% 40%
g 30% a %20%
Series1
10% 0% Yes
No
Others
results
Do uyou think there re should be some sort of change? 100% 80%
g a %
60% Series1 40% 20% 0% Yes
No
Others
results
If weprovideaffordablelaundry serviceswithbetterqualityu apperciate ?` 100% 80%
g a %
60% Series1 40% 20% 0% Yes
No
results
Others
PEOPLE
People and their satisfaction satisfaction is our target market. To achieve this target the term term can be more explained in the following ways.
1) Segmentation 2) Target Market
1.
Segmentation:
Segmentation can be divided into four classifications.
Geographic segmentation
Demographic segmentation
Psychographic segmentation
Behavioral segmentation
Geographic Segmentation: In geographic segmentation we’ve emphasized on region, city and metro areas.
Region / Cities:
Metro Areas
Region / Cities:
In Pakistan through survey we identified the following regions.
ISLAMABAD / RAWALPINDI
SINDH:
PUNJAB: BALUCHISTAN: N.W.F.P:
Karachi Hyderabaad Mirpur Khas Nawab Shah Lahore Faisalabad Multan Bahawelpur Quetta. Peshawer
Metro Areas: CleanTouch dry cleaning is also operating in that area which contains the population of near about 75,000 to 100,000
Demographic Segmentation: In the demographic segmentation we classified the customer in the following parameters.
Income
Family Life Cycle
Education.
Social class
Occupation
The above mention parameters p arameters will respond us in the following situation Parameter Income Fami Family ly Life Life Cycl Cyclee Education Social Class
Description Above 15,000 Youn Young g Singl Single, e, Marr Marrie ied d Graduation and above Upper Class and Upper Middle Class
Psychographic Segmentation: In this segmentation the following two parameters found with the help of survey.
Personality
Life Style
The above mention parameters p arameters will respond us in the following situation Parameter Personality Life Style
Description Ambitious, Aggressive Activities, Interests
Behavioral Segmentation:
Customer classified in behavior segmentation by the following ways.
Usage Rate
Matrix of Segmentation: Segments
Parameters
Fields
Remarks
Geographic
Region
Cities
Heavy Users
Metro Ar Areas
Population 75 75,000 to to 100,000
Light Users
Income
Above 15,000
Heavy Users
Family Life Cycle
Young Single, Married
Heavy Users
Education
Graduation and above
Heavy Users
Social Class
Upper Class and Upper Middle Class
Heavy Users
Personality
Ambitious, Aggressive
Heavy Users
Life Style
Activities, Interests
Heavy Users
Usage Rate
Heavy Users
Heavy Users
Demographic
Psychographic
Behavioral
Target Market: I have selected the target market in the start the people of Faisalabad. The people doing jobs having monthly income more than Rs. 15,000 and businessmen whose income is more than Rs. 20,000. The students of Local Universities are also my target market and by introducing some student’s packages I will also try to capture as much as I can. I have also segmented my target market in the form of segmentation. In the markets every firm firm whether product or service service oriented have target market. We have also segmented segmented our target market market in the form of segmentati segmentation. on. We will select one or two as it target market. The strategy we are using in the target market is single single segment segment strategy. strategy. In this strategy strategy we continuousl continuously y concentrate concentrate on the social class, class, parameters of demographic segmentation.
Now the question arise why we choose this parameter for target market as strategy. strategy. It can be explained by the different views of the segmentation.
Geographical View: As I have selected main areas of Faisalabad because in these areas most of the people have well established businesses and willing to pay for laundry services.
Demographic View: In demographic point of view, person having salary of Rs.15, 000/- to Rs.20, 000/and having business with monthly income of a business owner Rs.20, 000/- to Rs.30, 000/- will respond us in profitable manners.
Bett Better er fami family ly life life cycl cyclee and educ educat ated ed pars parson onss are are also also fall fall in the the soci social al clas classs parameters.
Psychographic View: Personality and life style, definitely a person having good personality fall in the social class and will avail the opportunity offered by CleanTouch dry cleaning.
Behavioral View: Most of the people have some expectations expectations from a specific service service or product. In this category benefit desire and usage rate fall in social class.
Services
CleanTouch dry cleaning, as name implies, it is providing laundry services to the people at the different locations. locations. Different regional offices and metro area centers are serving serving the people. We have introduced introduced new and fast technolog technology y in this sector sector to capture the market.
CleanTouch dry cleaning also providing a club type services in which a member of this this CleanT CleanTouc ouch h dry cleaning cleaning can enjoy enjoy the discount discount and can partic participa ipate te in the different events sponsored or arranged by the CleanTouch dry cleaning.
A separate data base will be prepared for each members and give them a login address by which they can check the balance and status of their accounts online from the following link,
www.cleantouch.com (in progress)
Special card is issue to each member that card contains a picture, name, address and a membership number.
This service only providing in the regional areas, that area will be specified by the each regional office.
Our brand name, slogan and brand mark are as follows;
Brand Name:
C l lean “ C e anT ouch ouch dry cleaning” Slogan: “Brighten your life”
Logo / Brand Mark:
Machines: The new and latest machines used in the cleaning process which are very fast and providing maximum satisfaction to the customers and best result to us.
These machines machines kept in our regional areas. Our representat representatives ives goes to member’s member’s home and collect the washable cloths brought to our regional offices and these cloths put into washing washing process. process. The washed and dried cloths cloths deliver deliver back within one or two days to member’s home with splendid packing in safely manners.
Such collection and delivery services providing only to the membership holders.
Cleaning Box:
Cleaning box
This machine is also available in metro areas in different location to make convenient for customers. This is the most exciting development of our technology and high quality qua lity service. We call it CleanTouch cleaning box or C. Box. The C Box is a fully automated shop available to customers on a 24 hour basis. They can drop off their clothes or pick them up at any time. Our customers are living faster and faster. We offer them conv enience and quality. It is more than a target, it is an asset.
Price
Price is the major factor of any firm, in this marketing plan, there are two types of services providing by CleanTouch dry cleaning. 1) Memb Member ersh ship ip Ser Servi vice cess 2) Open Open Serv Servic ices es
AA. AA. Memb Member ersh ship ip Serv Servic ices es::
Members of CleanTouch dry cleaning cleaning are the most important part part of the firm. firm. To secure this part the firm has developed a separate Price structure than the open services.
Dry Cleaning Items: 1) Suits 2) Shal Shalwa warr Kurt Kurtaa 3) Bed Sh Sheets ets 4) Curtain 5) Sohf Sohfaa Cov Cover erss 6) Blanket 7) Carpets
Price Structure:
Gents Sr.No
Items
Ladies Rates Washable Items
Rates
Suits (2 pcs)
140 Duppata(cotton)
15
Suits (3 Pcs)
160 Duppata(silky)
30
Coat
100 Duppata(kamdar)
20
Lackets
90 Shawl
60
Leathers Jackets
175 Lehenga(plain)
125
Leathers Jackets(with polish )
450 Sari (banarsi/kamdar)
150
Trouser/ pant
45 Gharara(banarsi/kamdar)
Shirt (cotton)
25 Blouse silk
30
Shirt (silky)
30 Shalwar Suit (cotton)
35
Shalwar Suit (cotton)
40 Shalwar Suit(silky)
65
Shalwar suit (silky)
45 Shalwar Suit(kamdar)
60
Over Coat
125
Tie
20
Track Suit(2 pcs)
60
Sherwani Under Shirt
150 5
Dhossa
80
Waist Coat
60
handkerchief
7
125
Curtains Curtains
Rates
Curtains(short) per pcs Curtains (medium)per pcs Curtains(large)per pcs
70 135 175
Linens
Sr. No Washable Items
Rates
Blanket(DBL)
225
Blanket (SBL)
175
Bed Sheet (double)
40
Bed sheet (single)
20
Bed cover
45
Quilt (Polyester single)
140
Quilt (Polyester Double)
160
Table Cloth(small)
20
Table Cloth(Large)
30
Napkin (pcs)
10
Pillows cover
10
Sofa cover(per pcs)
40
Car seat cover
40
Towel
10
Carpets Rs3.5/square foot
Children Half rate up to 12 year old children
Pressing Half of the total price
Open Price Structure: In open structure whether member or not member will utilize utilize this service. He will pay according to following rates.
Gents
Ladies
Sr.No
Items
Rates Washable Items
Rates
Suits (2 pcs)
150 Duppata(cotton)
20
Suits (3 Pcs)
185 Duppata(silky)
35
Coat
110 Duppata(kamdar)
25
Lackets
100 Shawl
70
Leathers Jackets
185 Lehenga(plain)
150
Leathers Jackets(with polish )
475 Sari (banarsi/kamdar)
165
Trouser/ pant
50 Gharara(banarsi/kamdar)
Shirt (cotton)
30 Blouse silk
35
Shirt (silky)
35 Shalwar Suit (cotton)
40
Shalwar Suit (cotton)
45 Shalwar Suit(silky)
75
Shalwar suit (silky)
50 Shalwar Suit(kamdar)
70
Over Coat
145
Tie
25
Track Suit(2 pcs)
70
Sherwani Under Shirt
175 8
Dhossa
90
Waist Coat
75
handkerchief
9
Curtains
Curtains
Rates
Curtains(short) per pcs Curtains (medium)per pcs
80 155
145
Curtains(large)per pcs
195
Linens
Sr. No Washable Items Blanket(DBL)
245
Blanket (SBL)
185
Bed Sheet (double)
45
Bed sheet (single)
25
Bed cover
50
Quilt (Polyester single)
165
Quilt (Polyester Double)
185
Table Cloth(small)
25
Table Cloth(Large)
35
Napkin (pcs)
15
Pillows cover
15
Sofa cover(per pcs)
45
Car seat cover
45
Towel
15
Carpets Rs3.5/square foot
Children Half rate up to 9 year old children
Pressing
Rates
Half of the total price
Financial Analysis Cost: Cost is a basic factor that enables us to determine the fees as well as selection of segments and also compete with others.
In fee determination the following factors playing important role.
Machine Cost
Maintenance Cost
Gas & Electricity
Laundry Supplies
Delivery and Collection Expenses
Packing Expenses
Staff expenses / Salary
These are the major Price determinants. Cost Machine Cost For One Month
Maintenance Cost Gas & Electricity Laundry Supplies Delivery & Collection Packing Staff Expenses / Salary Rent Tatal:: (Estimated)
Units / Qty 55
55 11 11 11 11 11 11
Per Unit Cost 46,695.00
Amount 2,568,225.00
500 20,000.00 5,000.00 10,000.00 5000.00 28,500.00 10,000.00
28,000.00 200,000.00 55,000.00 110,000.00 55,000.00 314,000.00 110,000.00 871,000.00
CleanTouch Dry Cleaning Operating Statements For the Period of Three Month (Rupees in ‘000’)
Rs. Service Revenue Cost of Goods Sold Gross Profit
7,743 (2,567) 5,176
Operating Expenses
Laundry Supplies Rent Advertisement / Promotional Expenses Gas & Electricity Maintenance Expenses
55 110 1491 200 28
Wages & Salaries
314
Insurance Expenses
100
Delivery & Collection Expense
110
Packing Expense Total Operating Expenses
55 (2463)
Income before Tax
2713
Taxation (35%)
(950)
Income After Tax
1763
PROMOTION
PROMOTION Promotion
is the activity done in order to increase the sales of an organization’s
product or services. This is the technique that our company is using for the awareness and fame of the product in the market. The main function of promotion includes to inform, persuade and to remind about the product. By using this technique we can earn high profit.
Advertisement Vehicles It is the life blood blood of any service service or product product.. That’ That’ss why we have have given special special intension on the promotion of our services we have used different way to introduce our services services in the the market. market. Advertiseme Advertisement nt is an important important part part of promotio promotion. n. You can say that promotion it like a dead body without advertisement.
In this context we shall use following advertisement vehicles;
Electronic Vehicles In Electronic vehicle we shall use the following media:
Local Cable Network (Television) The cost of Local cable network (mediacom) is as follows:
Particulars Commercial Production Cost Moving Words (in 3 months) Commercial Display (15 Seconds)
Frequency = 2 time per day Frequency in 3 months Total Cost
Print Vehicles
Cost Per Unit
Total Cost 20,000.00 800.00 2400.00 800.00 144,000.00
180 Time 166,400.00
Print Print media includes Newspapers, Newspapers, magazines, magazines, pamphlets, buntings etc. we shall use the following media;
Newspaper Particulars of this media are as follows;
Particulars Jang Nawa-e-waqt Dawn Total ::
Size 12cm x 4 column width 12cm x 4 column width 12cm x 4 column width
Frequency in One Month
1 1 1
Total Cost 108,000.00 38400.00 43200.00 189,600.00
Pamphlets The cost of Pamphlet media is as follows;
Particulars Cost per Pamphlet Total No. of Pamphlets Total Cost
Cost Per Unit Total Cost 2 .0 0 100,000.00 200,000.00
Buntings: The cost of buntings is as follows;
Particulars Cost per Bunting Total No. of Buntings Total Cost
Cost Per Unit Total Cost 1.5 0 50,000.00 75,000.00
Out Door Vehicles Signboards --- We have selected selected a billboard billboard having a size size of
10ft x 20ft 20ft used
in different cities in Pakistan like Faisalabad, Lahore, Karachi, Rawalpindi, Quetta, Peshawar, Multan, Haiderabad, etc. Particulars of signboards are as follows;
Cities Lahore Karachi Faisalabad Peshawar Quetta Islamabad / Rawalpinidi
No. of Boards
Size 10 ft x 20 ft -Do-Do-Do-Do-Do-
4 5 2 1 1 3
Total
Cost 60,000.00 60,000.00 60,000.00 60,000.00 60,000.00 60,000.00 360,000.00
The billboards are totally taken on rent and each billboard has the rent at Rs.20,000/ per month. The billboards rented rented for three months.
Banners --- We are also using banners for advertisement because it has low price and can make attentive attentive our services services on the roads and squares. squares. The banners we are using having a size of 3 meter x 6 meter each.
Particulars
Cost per Banner Total No. of Banners Total Cost
Cost per Un Unit
Total tal Cost
100.00 5000.00 500,000.00
Promotional Budget: Promotional Budget = 1,600,000.00 (Budgeted)
Promotional Expenses Media
Vehicles
Electronic Media
Local Cable Network
166,400.00
Newspaper
189,600.00
Pamphlets
200,000.00
Buntings
75,000.00
Print Media
Out Door Media
Total ::
Cost
Sign Boards
360,000.00
Banners
500,000.00 1,491,000.00
Power
Power Now a day according to the marketing point of view power is one of the most important important “P” of the marketing marketing mix. Power can effect effect the marketing marketing mix of any services or product.
Political Forces Govt. Rules & Regulations WAPDA Development Authorities Central Board of Revenue These above mentioned powers could influence and have an impact on the operation of our business. These powers are ruling under the the law of Pakistan.
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