Report Spic&Span case stady

8/10/2019 Report Spic&Span case stady

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Strategic Marketing of Services & Products

Spic & Span

powered by Coco mat

The report

Koroniotis Konstantinos

Paliopoulou Stavroula Marina

Pouletsou Konstantina

Vafeas Konstantinos

Athens Information Technology

MBIT program

ProfessorGregory Yovanof


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Introduction

The Spick and Span services have been provided since the last many years and customers are

provided with outstanding professional cleaners taking care of their cleaning jobs. The jobs can

either be big or small and can range from room cleaning to washing the exterior wall down. The

services can be taken place at offices, factory as well as domestic.

Usually, the spick and span industry in Greece offers a smart and a professional service having

uniform-clad have equipped with cleaning products belonging to top quality along with cleaning

equipment. There is a requirement of cleaning office blocks, homes, hospitals and hotel rooms

as per the needs while a professional cleaner helps in providing a cleaning with the help of

short and long term contract.

The reason the company will be providing the services to the users is because it is able to offer

them the top quality cleaning services and products with the help of uniform cleaners.

Literature Review

Since life today is fast-paced, there a lot of time is demanded by the profession. It is difficult for

people to give time to activities and chores. In such circumstances, the cleaning and other

duties concerning house management are required to be done in less time. With the help of the

services offered by Spick and Span, the work can be done perfectly and more time can be given

by an individual to other activities.

The business also provides cleaning and removal services to its customers since the past several

years and there has been expansion for including the facilities and management services in the

report. The time of the customers is valued and they are provided with the highest standard


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concerning efficient work as well as professional which involves taking care of household needs,

which means that trustable professional house services given by people.

There is a commitment made for provision of high quality maintenance services including

Painting, Plumbing, Electrical as well as other kinds of home based improvements for buildings,

apartments, villas as well as offices.

Mission Statement

Coco mat having been successful in the mattresses & linen manufacturing business could enter

a different but relevant, to the one that its already in, market of a high end housekeeping

services.

The new service is going to be called Spic & Span to reflect on the companys determination

on excellence in these new ventures.

The Company

The Spick and Span with a modern unit wash clothing and bedding, fully harmonized with the

management guidelines clothing from KEEL.

The experience, the latest equipment, the exclusive partnership with COCO-MAT services and

leasing (leasing) and integrated management of high quality linen

COCO-MAT guarantees our partners to completely satisfy all their needs, whether it hotel unit,

Hospital, shipping company or unit Catering.


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Environmental Scanning

Office Cleaning

It is very important for an office to be cleaned and maintained for the clients well-being and

employees. If there is a requirement of a clean, hygienic and safe office, there is a need for

visiting the premises of businesses. There is a positive and a professional impression given for

the enhancement of business and boosting of sales.

Since many companies make use of toxic chemicals for cleaning which leave traces of fumes,

odours and chemical allergens behind. The equipment is used for enhancing the amount of dust

particles in atmosphere. A lot of people are responsive towards dust and chemicals which help

in telling which customers, clients and suppliers might be prone to chemical sensitivities.

Previously, there were a small number of options available for ventures for hiring commercial

cleaners for cleaning as well as maintaining buildings which make use of non-toxic products.

The company makes use of Green Cleaning methods as well as high quality approaches which

are charged mostly with a high premium in relation to their service. The business is a specialist

cleaner which has come up with the latest technology called Green Cleaning Technologyas well

as products which are safe for the people as well as the environment.

Childcare

The children are responsive to severe chemicals and there is high importance given to

maintenance as well as spotless hygiene which is significant for homes having children.

Spick & Span does not make use of poisonous chemicals when the cleaning takes place. The

products used have the capability to kill germs and are non-poisonous and non-allergic which

helps in measuring the peace of minds in areas concerning kids.


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Strengths

The company is focused on professional care of clothing many years now, having proof the high

quality of the services offered. The objectives of Spic and Span can influence positively the

experience of each and every one customer. The cooperation with Coco mat is a strong ally not

only financially but also in the market approach. Coco mat is the top of the mattresses

companies in Greece with much experience in the needs of the customers.

Weaknesses

As mentioned before, the cooperation with Coco mat is almost exclusive so with any financial

vulnerability of Coco mat, automatically Spic and Span will be financially damaged. Also, it is

directly related to the number of tourists, the country's economic situation and the travel

agencies that arrange vacation packages. Before all these, it is crucial to pinpoint that the

market is not mature in this way of enjoying vacations and need to embody this to their way of

thinking

Opportunities

The opportunities in this company are many and having already as pillars the knowledge and

the experience can use the immature market and the technological innovation to send Spic and

Span to a new level, an upper level. Endorsements with other companies can increase the

performance and reliability.


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Threats

Knowing all the above, lead us to understand the treats and be prepared. The company

depends on the tourism and the political and economic problems can affect the smooth flow of

function of them. Last but not least, there is always the threat of potential entrants, of

companies that can mimic the procedure and harm the company.

PESTEL Analysis

POLITICAL

Government policy-high degree of intervention in economy

Instability of government

Potential fines set by government if company does not meet a standard of laws

Bureaucracy- certain licenses for factory, stores and hotels

ECONOMIC

Worldwide economic recession

Diminished buying power of consumers

Influences from local economic environment within each market that

Coco-mat operates

Limited bank loans

Taxation changes

Inflation and interest rates that deter investments


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SOCIAL

Changes in social trends

Changes in lifestyle, costumer need to match with premium brand image

Peer influence of friends, family and colleagues

Different values among population

Different level of education of Greek population in every local market that

Coco-Mat operates

Vast income distribution

TECHNOLOGICAL

Use of Internet

Management software

Technological equipment that reduce the consumption of energy, reduce manpower and make

the production total effective

ENVIRONMENTAL

General move towards more environmentally friendly products and processes

Environmental disasters in Greece and in China

Global warming and other environmental issues in a global level

Full gravity to Corporate Social Responsibility


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LEGAL

Health and safety laws

Local amendments on operation of the industrial enterprises (i.e. minimum wages, price of raw

materials and other

Marketing Research

Target Market Segment Strategy

The market segmentation has been divided into a number of focused markets. There is

separation which helps in defining the marketing plan which helps in concentrating in the

market.

Middle class people are targeted, "white collar" customers belonging from the downtown

region.

Weekend and late nighters partiers

Apart from that, the company also focuses on the target populations which have not been

targeted presently but in future there are chances it would be. The service is used because of

the affordability in price. The service providers tend to clean the mess which is left once the

event is over and this leaves with a clean house. There is an offer regarding thorough cleaning

which is home-based and helps in conducting the business.

Advertisement

There are a number of forms of advertisements which can be followed for the promotion of

Spick and Span cleaning and getting the name to the public. The newspapers advertisements


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are outdated now and it is much better if advertising is done through newspapers when needed

by the people for cleaning service. The envelopes related to college students, elderly as well as

general public are received for local companies comprising the region.

Segmentation

There is an aim in consideration to the environmental influence by the business activities.

When compliance related to legislation is aimed, then there is insurance regarding the planning

phase and the environmental impact is considered. Since the business is web-based, there is

ease for reduction of the entire carbon footprint. When there is a choice regarding the venues,

the business events are considered for accessibility through the public transport and car

pooling is encouraged. The exhibitors are discouraged when there are data collection scanners

as well as exhibitors which is proactive concerning exhibitors. There is active involvement of

staff in the process of decision making in comparison to improvements for reducing the

environmental influence. There is encouragement given to the staff, suppliers as well as clients

for adoption of outlook concerning issues. Thus, a lot of efforts are made for reduction of

waste, increasing of recycling as well as minimization of carbon footprint.

Housekeeping services and security issues

One of the considerations for outsourcing which has resulted in troubles related to companies

is the region where housekeeping services are located. A number of companies give preference

to outsourcing in the housekeeping service area. A lot of companies prefer the need for

outsourcing due to third party which does not involve housekeeping and the care involved.

Ample amount of time can be saved with the service management and maintenance of payroll

records for the housekeeping people. There are also competitive quotes for ensuring the

contracts are signed with companies having a market position. When companies do not

succeed in hiring the proper cleaning services, a lot of trouble is caused as there was a concern


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regarding the cost incurred due to cleaning service. When cheap housekeeping services are

hunted, there are a lot of important factors including the quality concerning house cleaning

services, credibility and dependency. There is a individual security for greater risk by companies

trying in figuring out the cleaning service company.

Famous for Hospitality

When there is continuity in the significance growth and the sales concerning the house cleaning

services, a lot of organizations constitute of exceptional products as well as services for clients.

There is imperativeness in clarity in cleanness degree concerning the workplace.

A lot of attributes are taken care of and there is offering made by tourists helping in increasing

the emergence which results in housekeeping service products as well as services. There is

preservation of hygiene and there is implementation of housekeeping products as well as

services involving personal hygiene concerning healthcare.

Keeping your interiors spick and span

There are agencies which give professional cleaning services while taking the extra load off

from the minds of commercially established places and the spick and span of premises is kept.

All homeowners dream of spanking interior which includes sleek finishes related to home and

apartments generations which is natural and helps in the maintenance of the pristine touch.

There is desire by everyone of a house which seems it has not been lived in and a kitchen no

one has ever cooked in, a bath looking no one has bathed in.

Corporate Clients

There is a detailed interview which needs to be conducted of the staff and given training. It is

important that the staffs are picked up from the business and accessibility for confidential


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office areas is gained. There can be an increase in the number of employees of Spick & Span

with time and the space is required to be cleaned.

Since cleaning agencies has become a part of every culture for public spaces and offices around

the world, the domestic sector needs to be catered by a lot of companies which can lead to

cleaning agencies. Since the demand is still low, there is ease in availability of domestic and the

rising wages have proved it to be a luxury for workers.

A lot of services have not been offered by the agencies and low profile is kept in terms of

domestic services being offered.

Risk factor

One of the most important reasons concerning the reticence concerns are risk factor. When

household is taken care of, there is a need for monitoring extremely cautiously for ensuring

that all customers are safe. The houses are in need of being checked and a higher level of

responsibility is given.

When there is theft or the valuables are missed, the owner doubts the cleaning staff at the time

there is absence of cleaning. There are a number of complications involved which poses a great

risk to the profitability. The enquires help in the cleaning of agencies which helps the

professional cleaner in taking the responsibility for making the domestic arena spick and span.

Commonplace Service

The domestic cleaning is a commonplace service in some parts of the world, creating acute

shortages and the expense involved in the engagement of domestic labour with the service

agencies doing better business there. There is an offering related to agencies for the cleaner

services on a weekly fortnightly or a monthly basis. Money is charged by each hour with the

help of the offerings of services.


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The meticulous steps are taken by the agencies for ensuring the accountability and staffing.

There is full public liability for the cleaning staff insurance. There is training regarding the

references on the staff available on the request of the clients. The common services offered by

the agencies abroad include ironing, window cleaning as well as carpet cleaning by Spick &

Span. There is a provision of homes spring-cleaning annually which leads to overall cleaning of

every corner related to the house. There is availability of another service which is termed as

house sitting. This refers to the service providers arrangement of qualified house sitters at

home and property caring, gardens and pets while the owner has gone for vacations.

Market Research

When the demographics of the target customers are understood, there is importance in success

of the way business is conducted. This needs to be understood when decision concerning the

product and services in included and there is an effect on the pricing, promotion, placing and

packaging. For the proper evaluation of community as well as neighbourhood, a better location

for business is asked which also helps in the demographic profile concerning the customers

which are likely. The offering is done by population having demographic traits required for

supporting the business.

Purchasing power.Finding out the degree concerning disposable income in the internal

community.

Residences.Are the premises rented or owned?

Means of transportation.Is there a possibility in the prospective area, to ride tracks or

bicycles and more in order to deliver easier and in less time the products?

Leisure activities.What type of hobbies and recreational activities do people in the

community participate in? How much time in an average do I have to take care of the

housekeeping?


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Spick & Span does not come with a generic list related to dry and wet cleaning tasks. There is an

assessment regarding the cleaning needs. There is no hostage held for unrealistic time restraint

for sending the group cleaners along with the team members. There is maintenance of hotel

cleaning services.

When the user chooses Spick & Span cleaning services, they are choosing the dedication as well

as loyalty of similar person who has come to their own house.

There is a lot of hard work for hiring as well as training of reliable enthusiasts and people who

try to do the cleaning and does it well. According to some people, there is no gray area found in

cleaning as there is either cleaning or no cleaning. There is guarantee of training similar quality

concerning hotel cleaning service as per the friends recommendations.

There are monthly meetings as well as discussions with customers along with cleans. There is

also discussion regarding the products which are best suited for the needs of the customers.

Spick & Span is always looking forward for reviewing the needs of what needs to be carried on

without questioning. There are some seasonal tasks as well which are suggested for staying on

top of clean. The company likes to think outside the box and there is an extension regarding the

offers camper cleaning and deck cleaning.

There is recognition of change in age demographics in Spick & Span which helps in commitment

for education as well as fulfilling the requirements of the seniors presently.

There is a difference in the needs which help in the capability. There is a need beyond a maid

service and also a service where there is a need for everyone. There is pride in being a locally

owned company as well as full licensing.

The companies or organizations that we could focus on are not only hotels, hospitals, diagnostic

centres but also beauty and hair salons.

Greece economy at a very high level depends on the tourism. Due to the geographical position

and the weather conditions, the country attracts a high number of tourists throughout the year,

but minimizes room availability from April to October.


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rate of usage of those rooms thus a much greater and more intense need in housekeeping

services.

This makes the Hotel segment of the market the most promising one among the houses,

business places, hospital or even event venues.

Of course, this is for the launch of the service and the first stage of deploying in to the market.

The end goal is to expand in all of those areas as there is a significant profit margin to all of

them.

The positions need to be planned while providing the services up to the greatest advantage in

selected target markets which needs to be designed in a way that there is creation of marketing

mixes in the positions planned.

Marketing Mix7 Ps

The traditional marketing mix includes 4 Ps which include the four elements related to concept

marketing mix which were formulated. They include the following:

Product:Product refers to the service offered by Spick & Span and produced on a large scale

due to specific volume of units.

Professional care of clothing

Spick and Span differentiates recipes processing depending on the quality and type of clothing,

achieving the best quality wash in Greece. The use of certified detergent protects clothing and

increases the lifespan. Furthermore, the experienced staff and the flexibility of the production


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process, the unit provides high quality, fully customized to the specific needs of each client.

Quality control at all stages of the process ensures the end result for our clients.

Screening + Order

Sorting and grading system of clothing per customer in a specially designed space.

Wash - Disinfectant

Select and use appropriate, certified detergent according to the specifications of each fabric.

Ensuring complete disinfection during washing.

Dry

Automatic drying process without strain thread while electronic monitoring procedure for

guaranteed results.

Pressing

Highest quality ironing linen, with adjustable temperatures required depending on the type of

clothing.

Diploma

Automatic folding machines ensure uniform patent according to customer requirements. For

towels possible French or American type folding towel.

Package

Grouped packaging and sorted by customer.

Transport

Daily movement to and from the customer with modern fleet owners Spick and

Span.


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Price

The price paid by the customer regarding the service makes it the most important factor

related to marketing. The price of the services given by Spick & Span is confirmed with the

help of different factors which are invested by the organization for preparation of the

service. To give an example, the price of the services given should increase according to

time as well as price and identification of the product. There is also variability in the

particular service price due to the market developments. Our pricing model is gonna be a

per room one, disregarding the business/hotel size, therefore assuring that the cost for

each account is kept below the revenues return.

Place

With the help of this element, there is representation of the location which helps in the

product availability for the customers. There is a possibility regarding the product is not

available in every location but only in particularly selected locations. Moreover, there have

to be more than one facilities at central posts e.g. ports in order to cover the regions where

there is a big point of tourist interest as a result the hotels are located. The first plan is the

facilities to be at Patrai, Heraklion Crete, Rhodes and then Salonika. Linen wash up is going

to be done centrally (Athens) using shipments from the different hubs.

Promotion

This element constitutes all the efforts related to the company or organization which helps

in stimulating the popularity of their product in the market, for example with the help of

advertising, promotional programmes, etc.

With regards to promotion Spic & Span will adopt both above & below the line strategies

within its promotion strategy. It is therefore vital that Spic & Span is able to develop the


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The Spick & Span also needs to ensure that there is association of risks additionally which has

an influence on the punctuality. In case of a vehicle not working, there is problem in traffic and

these results in accidents as well as poor weather which helps in dealing with the situations in

accordance.

The team of service providers and cleaners is well-equipped and it is recommended that a

friendly, polite and a helpful staff is found which helps in providing professional services to all

the customers of spick and span and should have an attitude which pleases everyone. An

important recommendation relates to the privacy policy of the business which also helps in

using and protecting information given out by Spick and Span when the website is used. Some

information is also provided which helps in the identification of the use of website and this

assures that there is accordance with the privacy statement.

The policy of Spick and Span is changed every now and then which helps it in modification of

the services for the demands of the customers. The page needs to be checked for ensuring

there is satisfaction with the changes made as the business makes the modifications for the

satisfaction of the customers.

Project Plan

Since there is operation in construction cleanup service, it has helped in the residential or

commercial cleaning service due to the work which was severe concerning the labour. There is

a lot of heavy lifting, ladder work as well as dust removal needed. There are a number of duties

which involve window cleanups as well as dusting and washing the entire surfaces and the

stickers are removed from windows and appliances while the debris accumulated due to

construction starts fading and the interior glass, tile and marble is polished. The walls and

ceilings are also dusted and washed and the floors are vacuumed. The basis of the rates is

based upon the estimation of doing the work and differs greatly relying on the size of the job as

well as the work scope. There are earnings of around $ 30 in an hour interval. Thus, there is

creation of a descriptive brochures as well as promotional package which can help in delivery


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Year 1

Year 2

Year 3

Income

Expenses

,0

5000000,0

10000000,0

15000000,0

20000000,0

25000000,0

30000000,0

35000000,0

Income

Expenses

NCF

0,00

5.000.000,00

10.000.000,00

15.000.000,00

20.000.000,00

25.000.000,00

30.000.000,00

35.000.000,00

Year 1 Year 2 Year 3

NCF


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Report Spic&Span case stady

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