Marketing Plan

Submitted To:

Mam Javeria Hassan

Submitted By:

Abida Hussain

Maha Amber

Kishwar Noreen

Hira Mustafa

Table of Contents Company

Introduction Our Mission Statement Vision Our Core Values Our Business Scope

Market Segmentation Target Market Differentiation Positioning Marketing Mix

Product/Services Price Place Promotion People

SWOT Analysis Competitors Macro-environment Micro-environment

Introduction

Soft touch is a modern laundry service provider in Islamabad city. Soft touch introduces a hygiene laundry service for its customers with eco friendly machines. Our team workers focus on satisfying the customer’s and tries to capture their trust at any cost. Our professionals take care each item of the customer with keen respect. Maintaining the brightness of clothes, high quality ironing, pick and drop at your door step and use of anti bacterial laundry cleanser make our company distinct from the competitors.

Company

Our mission is to provide our customers a hygiene laundry service by using anti bacterial laundry cleanser in our washing system. Our aim is to provide an eco friendly service to our customers.

Our vision is to become a trusted and efficient laundry service provider in Islamabad. We want to provide quality services to our customers that exceed their expectations and make them delighted customers.

We grow our business through innovation and creativity. We treat our customers with respect. We promote honesty and loyalty with customers and implement all business ethics in our business.

In coming five years our business scope is to provide our best laundry services to middle class, upper class and hostel students and to build good reputation in the field of laundry business. Afterwards we will make our scope bigger by adding restaurants, hotels and hospitals in our target customers.

Our Mission

Our Vision

Our Core Values

Our Business Scope

We have divided our target customers into three main segments according to their geographic, demographic and psychographic characteristics.

Geographic segmentation:

Our geographic target is the city of Islamabad that consists of 2 million people. From this huge population our aim is to serve only middle class and upper class families and hostel zed students.

Demographic segmentation:

In demographic segmentation we classified our target audience in following categories:

1. Age2. Occupation3. Social class4. Income5. Education

Explanation about above parameters is given below:

Psychographic segmentation:

In psychographics we divide our target audience according to their lifestyles and their personality.

Target Market Segmentation

Age 18-50Occupation Working class Social class Middle & upper class

Income 30000 and aboveEducation Graduation & above

Market Need:Lifestyle of people is becoming more complex, working and busy. People have a strong need for having such laundry service facilities that are not facilitated by their present

Market Trend:Innovative technologies are playing a wide role in market as the implementation of these technologies in daily life activities is making our work more easy and effiicient.Mass media and social media is playing a wide role in creating a concept of dress sensitivity in people. People are theirself becoming conscious about the cleanliness of their clothes.

Target Market:In the start of business we have targeted the working middle class and upper class families of Islamabad city whose income is more than 25,000 rupees. By offering various student discount packeges we also ad hostel students in our target market.

Although our competitors are very good in their business but we have defined some distinct services in our business and we are offering all clothes related services at one place. The main difference in our laundry service and the competitors laundry is that we are going to provide our customer’s clothes a hygiene washing and washing methods used in our laundry processes are all eco friendly.

Our laundry company will create a positive image in customer’s mind and it will gain goodwill soon as our working staff is well trained and we are providing free pick-up and delivery service that will help us a lot in getting the positive position in the market.

Market Targeting

Differentiation

Positioning

Marketing mix of Soft Touch Company is given below:

Soft touch is offering following services to its customers:

1. Wash & Dry We provide wash and dry service to our customers with our best results. We wash clothes keeping their brightness maintained. We use best quality detergents in our washing processes and best innovative machines for drying purpose.

2. Ironing And FoldingWe also facilitate our customers by providing

them ironing and folding facility. We iron their clothes cautiously and then fold them properly, then packed them carefully for their home deliver.

3. Pick Up & Delivery ServiceWe also provide free pickup and delivery service to provide more convenience to our customers. You just call us and place your order we will pick your filthy laundry and deliver you a clean ironed and folded laundry at your door step.

Marketing Mix

Product/Services

4. Wash It Yourself Few people are quite cautious about their clothes so if our customers want to wash their clothes by themselves then we provide our customers wash it yourself facility. They can come to our outlet and put the clothes in the laundry machine and rest of time they can enjoy in our waiting area. In which we had provided free wifi and coffee machine for our customers.

5. Washing By Hands ServiceSome clothes are so delicate that we cannot put them in washing machines for washing purpose so we are providing our customers a facility of washing by hands. We wash our customer’s delicate clothes with care and by hands.

6. Cloth RepairingClothes need to be repaired time to time.

Sometimes due to any damage and sometimes due to size fitting. So we provide our customers cloth repairing facility. Our professional tailors repair customer’s cloth with care and make them according to the customer’s need.

7. Steam Ironing Some fabrics need steam for proper

ironing so we facilitate our customers with steam ironing facility so that they need not to go any other place for steam ironing.

8. Dry CleaningSome clothes need to be cleaned

without using water for this purpose we also have dry cleaning machines that perfectly clean coats, jackets and suits without any defect.

9. Urgent ServicesWe give our services to customers within given time but if any one of our

customers want our services before the actual time then we also facilitate our customers with urgent services with few more charges.

Price is an important component of promotional mix and also an important factor for any business company. We have divided our price strategy in two major points depending on our type of services

1. Open Services Prices2. Membership Services Prices3. Urgent services prices

Open Services Prices:

Items Price Items Price Items Price Coat 250 each Shirts 50 each Curtain

(short size)

100 each

Jackets 150 each Pant/Trouser 50 each Curtain middle size

170 each

Leather jackets

250 each Blanket (double)

450 Curtain large size

275 each

Pant (jeans)

75 each Blanket ( single )

250 Sofa coverPer piece

60

Suit (3 pcs)

250 Bed sheet (double)

100

Shalwar kameez

100 Bedsheet (single)

60

Shalwar kameez duppatta

120 Pillows 20 each

Price

Membership services:

We give special discounts to our members. We provide almost 15% to 25 % discount to our members depending upon what type of service they are getting.

Urgent services:We get extra charges for our customers if they demand urgent service. Our charges for extra services exceed from 10% to 20% depending upon the type of service.

We provide our services to our customers in the location in which they feel comfortable to reach. More we are also providing our customer the facility of pick of the laundry order from their door step, they just have to call on us and place their order for the service then our staff member will collect laundry from them. Location of our franchises is following:

G-11 Markaaz F-10 Markaaz I -8 Markaaz

Promotion is the activity that is performed to increase the sale of product and to make target customers aware of that particular product or services. For this purpose different techniques and methods are used and here we are using following techniques in order to promote our service and make our target customers aware of our services:

Billboards Pamphlets Local print media Banners exclusive discount for hostel students discounts for new customers up to 5%

Place

Promotion

People

Soft touch knows the importance of employee’s behavior in satisfying the customers so we trained our workers and make them able to handle any critical situation regarding customer complains. We understand the feelings and emotions of our employee well because we know that a happy employee will lead a satisfied service to the customers.

Usage of innovative machinery for washing, drying and ironing. Professional team and well trained staff. Facility of generator Pick and drop facility of laundry Convenient location

Competitors already had taken the customer’s trust due to their old experience in this area.

We have to take bank loan in order to bring new machinery. Need a huge budget to create market awareness in target audience.

SWOT Analysis

Strengths

Weaknesses

Opportunities

We can serve more segments. We have a wide range of target market to serve. Growing population Changing lifestyle of people

Tough competition from competitors. Day by day inflation. Seasonal service demand.

Brite Dry Cleaners & Laundry-Islamabad Services:

  Gents Clothing Ladies Clothing Blankets Dry Cleaning CurtainsDry Clean On Spot Sofa, Carpet Cleaning Floor Polishing Steam Pressing Laundry Services

Location:

Ground Floor, Margalla Plaza, Main Double Road, F-10 Markaz, Islamabad, Pakistan

Al Madina Dry Cleaners: Location:

Shop # 16, Taj Mahal Plaza, F-10 Markaz,Islamabad, Pakistan.Services:

Gents Clothing Ladies Clothing Blankets Dry Cleaning Curtains Dry CleanOn Spot Sofa,Carpet Cleaning Floor Polishing Steam Pressing Laundry Services

Shaheen White Dry Cleaners Location:

Threats

Competitors

Shop # 10-B, Ground Floor, Panorama Centre, G-11 Markaz, Islamabad, Pakistan.Services:  

Gents Clothing Ladies Clothing Blankets Dry Cleaning Curtains Dry Clean On Spot Sofa, Carpet Cleaning Floor Polishing Steam Pressing Laundry Services

This age is a modern age. Day by day inventions are making our customers lifestyle more easy and convenient . Invention of new innovative technologies in our field can make our budget high in order to implement that innovative machines in our entire washing and dry cleaning process. May be some new technology come and consumer’s need of laundry service may be changed or completely vanish.

Economic factor can have a positive or negative effect on laundry service industry. During the economic boost period , people will have more income hence they can easily spend their money on luxurious lifestyle. While inflation will have an opposite effect on the business. Our service demand will reduce in that period.

Technological Factor

Economic Factor

Natural Factor

Macro-Environment

Detergents and processes used in washing and dry cleaning harm the environment alot. New policies from environment protection agencies can be a threat for our business. Seasonal change also affect our business allot because in winter season people prefer more to go for a laundry service rather than summer season. Water is used in cleaning and washing processes also come from nature. day by day increase demand of water for individuals make it more valuable.

Suppliers of water and electricity can affect our business a lot because these two are the major supplies needed in our service business. Shortage of water or electricity supply can make our service inconvenient for our customers. Machinery suppliers also have a direct effect on our business.

Competitors also affect our business by using low price strategies or providing appealing discounts to the customers. They can introduce the use of new innovative machinery in their laundry processes or use of any other method of washing that is more best than our methods of washing.

Micro-Environment

Suppliers

Competitors

Customers have a direct impact on any business and in service business they affect a lot. We can’t successfully run our business without knowing our customer’s actual needs and demands. Customer’s perceptions can also affect our business.

Customers