College Laundry: A marketing plan for an app-based service
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Transcript of College Laundry: A marketing plan for an app-based service
CAMPUS LAUNDRY
MARKETING PLAN
EXECUTIVE SUMMARY
SITUATIONAL ANALYSIS
GOALS
STRATEGY
CONTROL
TACTICS
PLAN OUTLINE
CAMPUS LAUNDRY
CAMPUS LAUNDRY
EXECUTIVE SUMMARY
CAMPUS LAUNDRY
India- A fast growing
economy in IT
Full service coin-op laundry (washing,
drying, and folding) service
Market Research indicates a large
demand of such fast track service
CAMPUS LAUNDRY
CAMPUS LAUNDRY
FEATURES:
1) CL will also provide an app based wireless digital subscriber line (DSL) solution for customers to use.
2) In-campus pickup & FREE delivery.
3) Real Time Comparison & Review System
4) Order Tracking Feature
PAYMENT MODE:
1) E-payment through the functional app
2) Advanced Account Management System(AAMS) enabling exciting food vouchers.
MISSION:
1) Campus Laundry's mission is to provide the customer with the most pleasant laundry experience in the University area.
2) Provide high customer satisfaction at a competitive price.
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SITUATIONAL
ANALYSIS
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Market Summary
TARGET CUSTOMERS DISTRIBUTION
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Market NeedsTop-level customer
service
Increased Automation
Industry consolidation
The target customers have a fair amount of discretionary income and appreciate good customer
service
Large corporations are constantly buying up mom and pop
operations.
Reduces the dependence on human labor; costs of equipment
that offer technological efficiencies decrease
CAMPUS LAUNDRY
CAMPUS LAUNDRY
SSTRENGTH
S Well trained staff to ensure
optimum customer service
Differentiated facilities
Well thought
out business model
addressing market demand
Ease of collection
& delivery
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WWEAKNES
SA limited
marketing budget
needed to create brand
awareness
Competition, although there is a significant
differentiation between
the competitors
Debt required to start
the business
up
Weak Business
opportunity
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OOPPORTUNITIE
SLarge target market
Participation in a steadily
growing industry
A constant, consistent
market demand because everyone has dirty clothes
Early cash
inflow
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TTHREATS
Future/ potential
competition from a
large franchised business
A somewhat seasonal market
demand due to many students leaving
during the summer
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SERVICE OFFERING
Full service
washing, drying,
and folding is offered.
3rd day delivery guarante
e
Food vouchers
on advance
d account system
Live tracking
of clothes
Digital Subscriber Line solution
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GOALS
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BREAK-EVEN Analysis
Reach the monthly revenue break-
even point!
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Sales ForecastingThe sales forecast would indicate that growth should be fairly steady as more and more people become aware of Campus Laundry and the services that offer.
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Expense Forecasting1)The expenses forecast will be used as a tool to keep the department on target
2) It will provide indicators when changes need to be made to ensure proper implementation of the marketing strategy.
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STRATEGY
CAMPUS LAUNDRY
MISSION
Provide the customer with the most pleasant laundry experience in the University area.
To attract and maintain customers.
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Marketing Objectives
MARKETING OBJECTIVES1)Maintain steady, controlled growth.2)Decrease customer acquisition costs by 2% per quarter.3)Steadily increase market penetration.
FINANCIAL OBJECTIVES1)Double digit growth for the first three years2)Reduce overhead by 3% per year3)Hold spending, as a percentage of revenues, at a steady level
CAMPUS LAUNDRY
Target Marketing & Positioning
MAIN GROUP: Students who live in either on-campus or of-
campus housing
MINOR GROUP: A small group of customers will be low-income
individuals and families that do not have laundry abilities at their home/ apartments
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Marketing MIX
MARKETING RESEARCH!+
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TACTICSPRODUCT DISTRIBUTIONCOMMUNICATIONINCENTIVESBRANDPRICE
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PRODUCT
1)Comparisons
2)Reviews3)Pickup &
Delivery
FREE VERSION PREMIUM VERSION
1)Stores database
2)No ads3)Food
vouchers4)Live tracking
of clothes
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BRAND
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Tired of rubbing,Washing your clothes?
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PRICE
Free trial subscription for 15 days for ALL!
If there is INCREASE in purchases:
INCREASE to$5.99
If there is DECLINE in premium purchases:
REDUCE to$ 1.99
INITIAL PREMIUM PRICE:$ 2.99
(considering Indian students)
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COMMUNICATION
GRASS-ROOT MARKETING
AD SPACES, HOSTEL LOCATION
MOBS
BLOGS, SOCIAL MEDIA
WORD OF MOUTH:COLLEGE MEDIA
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DISTRIBUTION
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INCENTIVES1) FREE Food
Vouchers on every 10 referrals
2) FREE laundry facility for 1 month for every 100 referrals
CUSTOMERS:
1) Full fleshed publicity
2) Greater customers3) Increased worth4) Easy Services
COLLABORATORS:
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CONTROL
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How to gauge performance?
MONITOR
REVENUE- monthly and annual
Customer satisfaction.
New customer percentage
EXPENSES- monthly and annual.
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Contingency PlanningDIFFICULTIES/
RISKS* Problems generating visibility.
* Overly aggressive and debilitating actions by competitors
WORST CASES:
Having to liquidate equipment to cover liabilities.
DISCLAIMERCreated By Harsh Raj Chauhan, Delhi
Technological University, during a marketing internship by
Prof. Sameer Mathur, IIM Lucknow