Professional Documents
Culture Documents
Who We Are?
Speed Laundry is providing full services of washing dry cleaning and pressing. We
take care in providing top quality services. Taking the time to making the effort to be
sure every detail is checked so your clothes will look their best. Your clothes are
inspected for spots, pressing and general appearance. Speed laundry does it right the
first time and that’s why our customers keep coming back.
History
Speed Laundry has been working since October 2003. Our organization provides a
range of services relating to domestic and commercial sector. These services range
from washing, drying and pressing to most complex services like cleaning sensitive
fabric, blankets, shirt wastes and suits etc. The suitable timings for starting this
business was in October because this type of business had a busy schedule in winters.
In winter season, people normally wore worm clothes that are sweaters, jackets, suits
etc. and it is also season of weddings. Due to these activities and wearing pattern the
demand for dry cleaning increases compared to other seasons
There was an important factor for the entrepreneurs to set up a dry cleaning business
in big cities of Pakistan due to the fact that it has become difficult for the people to
wash all types of clothes in their houses i.e. Jackets, Sherwanis and other sensitive
clothes. In Pakistan dry clean industry has grown over the years in small set-ups, with
low quality services, and there is a need for better service oriented dry clean units.
There is a lot of unfilled demand as can be judged from excessive rush at the existing
dry clean setups. The business is service-oriented and carries large potential for
profits due to its unique nature and uncontrolled spending of people, especially on
marriages. The life style of the people in Pakistan has changed over the years. Now
days, people are more conscious about their clothes and the need for dry cleaning has
increased.
Product Line
• Washing
• Drying and cleaning
• Pressing
• Cleaning sensitive fabrics
• Blankets and carpets
• Shirtwaist and suits
• Steam pressing
Project Limitations
Project Investment
Total project cost of the proposed laundry and dry cleaning unit is Rs. 4.603 million. This
includes a fixed cost of Rs. 3.845 million and a working capital of Rs. 0.758 million.
Mission
Our mission is give you the cleanest well kept laundry, equipped with the best
maintained machines, long operating hours along with our Famous Wash, Dry and Fold
Service.
Vision
1. Idea Generation
2. Idea Screening
3. Concept development
4. Marketing strategy
5. Business Analysis
6. Product development
7. Test Marketing
8. Commercialization
1. Idea Generation
Speed laundry is working for the last five years providing the best services to its
customers now it was needed to expand its business by exploring the market
opportunities and to meet increasing demand of its customers. Now speed laundry is
providing its services with the most modernized machines which reduces the time of
customers service and increases the value for the customer.
Idea is being generated from the following resources
• External Sources
• Internal Sources
External Sources
Marketing department of speed laundry analyzed that the customers are demanding
such services through which their clothes would be washed in minimum time. They
do not want conventional services which take more time so there was demand of
services like Coin Laundry or Self Service Laundry.
Internal Sources
With changing market scenario employees also suggested that coin laundry was best
solution to it. Our top level executives generated the idea that our laundry should
work eighteen hours a day and we are needed such new products which provide us
the maximum revenue by increasing the volume of washing clothes and this was only
possible by operating the most modernize machines which consume very less time
and provide the ultimate cleanliness.
2. Idea Screening
In this step we screened out he best idea which was to operate with such machines
which will consume less time and get customer desired cleanliness. We selected
this idea because it is cost effective, reduces the time which benefits to customer
and as well as to our laundry. Customer can get the clothes in less time and
company get benefit because now more customers can get the services in the
same time as compared to previous system.
3. Concept Development
We used graphical development method for pre feasibility of coin laundry system.
We analyzed the marketing and on going details. We analyzed our target market
business finance approved the decision. Quick services, cleanliness, washing in front
of your eyes, internal services provided to utilize each and every minute of precious
time. This product will provide cost effectiveness and time saving benefits to
customers. The expected reaction of customers is high as there is great need to target
market.
4. Marketing Strategy
It is the most important part of new product development process because it gives us
complete information about the market. This involves the following steps
Pest Analysis
Demographic
Mostly people of age 35and above are on executive seats. Busy people do not have much
spare time. So they like to take services of laundry for their cloth washing. Both men and
women will be target market. Due to their busy life they will like to take the services of
laundry. As household are generally big in Pakistan, so high rates are being expected.
Region has its own needs. That’s why we have targeted and targeting the areas like
Model town, Wapda town, Valencia Town and Defence where mostly executive class
live. Population growth rate is very high. Big cities have very huge population.
Economic
Middle and upper class is our target which can happily pay for our services. Executive
class in Pakistan holds much part of the income. They work on high salaries. They do not
shy from consuming; just want that their work should be done appropriately and in time.
Physical
Cities have appropriate structure. Especially areas like Model Town, Defence have very
fine roads so there will be no transportation problem. Buildings are also very fine so there
will be no problem in opening new branches. All the facilities are available like phone,
electricity. But nowadays there is shortage of electricity so generators will be needed.
Technological
New automatic machines and spinners will be introduced. Executive class is basically
technology acceptance so they will be fully avail this new opportunity.
Political
Things like strikes, protests and other unlike political situations creates problem for us.
People scared from coming out of the house in these situations. Although culture here is
different. People wash clothes in their house by themselves usually by housewives or
washer men by themselves
Come to houses to take clothes. But laundry service is a new product and people will like
to adopt it.
Legal
This business is legal here and there will be no any legal problem in opening new
branches. To keep and mountain appropriate sanitary system so that no problem should
rise for residence around laundry.
,
Strategic Management
Strength
Weaknesses
• Located within limited area
• Less power supply in case of load shading
Opportunities
• Wedding ceremonies
• Requirement of busy people
Threats
BCG MATRIX:
Relative Market Share
High Low
Growth
Rate
Blankets &
------
Low Carpets
Customer
Customer is the king of the Market
Involvement Involvement
Complex B.B
Variety Seeking B.B
Major Difference
Minor Difference
Dissonance
Habitual B.B
Reducing B.B
We buy detergents from our suppliers. Detergents buying lies in routine products and
machinery which we import lies in strategic products.
• Problem identification
Customers were complaining about the fading of the clothes and due to that problem our
sales were decreased. This was a serious problem
• Need Description
It was needed to change the detergent which we satisfy our customers. Because now the
supplier was providing low quality detergent.
• Product Specification
There were many products in the market alternative to that detergent. New detergents
were needed to be specified.
• Supplier Search
• Proposal Solicitation
Interested suppliers sent us their proposals. ARIAL and SURF EXCEL sent us their
solicitations.
• Supplier Selection
We discussed all details regarding cash payments, installment, time of delivery and
quality etc. All major and minor details were discussed with the supplier.
• Purchase
• Performance Review
Performance of ARIAL was reviewed and it was concluded that this product had
provided us the desired results. So now we are straight re-buying.
Target Customers
Executive Class
Our special target is executive class who do not has enough time from their busy
schedule and require good cleanliness services because of their meetings with very high
class personnel of native and foreign country.
Hospitals
Hospitals take the services of laundries for the washing of bed sheets and other dresses of
doctors and patients. These are also our target customers because they give very big
orders. If we get their orders it will be really helpful in making revenues and profits. As
there are so many hospitals in the city so there are very fine opportunities for us business.
As much the orders will be so less the cost is so as the profit be made.
Hostels
Students, men and women living in the hostels is our most revenue generating market
because most of them do not have the facility to watch their clothes or if they have
facility but they do not have enough time. They take advantage of our quick services.
Supplier
There are large numbers of suppliers available in the market. We buy our detergents
from and machinery from Clarks Coin Laundry Equipments.
Competitor
Speed Coin Laundry is dominant in the market. We do not have any direct competitor in
the market. We have the following indirect competitor.
Distributor
We are using zero level channel marketing. We have our own branches in targeted
areas. These all branches work under our main branch which is situated at Mall Road
Lahore. All our services are available there.
Marketing Information System
By using this system we see about the history and sales value of our organization in the
past. We analyze the following three things in this system
In this system we analyze the orders which sales representatives, dealers and customers
send to us. After that sales department repairs invoices and transmits to various
departments. Actually in this cycle we analyze the whole process of booting to payment
cycle of laundry items.
In this system as a top authority holder of the speed’s laundry. We see information about
the sales trend. We get information about vulgar customers and our laundry’s market
share in the market.
We also analyze about all customers of our laundry and segmented vise and then also
see the behavior of our customers which was based on our each laundry branch base.
We see that in Pakistan, in laundry business no one is using coin laundry system also
irritates us to begin this business at national stage to get profit as much as possible?
And after seeing the customer behavior who is very mannered these days. Customer’s
behavior to save time also helps us to begin this coin laundry system in the country.
In this system we used the following steps for our coin laundry
• Ad cad
• Geoline
We have territorial sales force. We use this tool for job specification of our
employees and sales force.
• Cover Story
A committee of six members flat structured was developing to identify a problem and
report it to management. This committee performs the following steps
I. Identification of Problem
II. Develop Research Plan
III. Collection and Interpretation of Data
IV. Report the Findings
V. Taking Decisions
I. Identification of Problem
Committee had the following three researches to identify the problem.
• Exploratory Research
The expert opinion of the committee said that the problem exists.
• Descriptive Research
In this step the committee describes the problem in detail. They describe the full
aspects of problem.
• Causal Research
In this step the committee compared the causes of problem with consequences.
Causes
Conventional system was operating by consuming more time and the customers
wanted the return of their clothes in less time. Load shading was also a problem.
Consequences
They said if it is not controlled our customers will move to competitor because some
of our competitors have sources of power generation.
This step was very costly the committee used the following three techniques
• Research Approaches.
• Research Instruments.
• Contacts.
• Research Approaches
Observational Research
Committee observed behavior of the people that they are moving to competitors because
competitor has installed the generators so the load shading was not a problem for them.
Survey Research
The committee held a survey to find out why our sale had been decreased. Customers
were complaining about the time which conventional machines take and for load shading
due to which they had to wait for their clothes. Obviously people do not have time in this
busy world.
• Research Instruments
Manual
The committee used open ended and close ended questioners. People answered that our
laundry takes more time and some time for load shading they had to go back and then
come again. It is too difficult to them to get so much spare time from their busy schedule.
• Contacts
Physical contacts were used. Research committee members personally met with the
people and the staff of the hostels, hotels and hospitals etc.
Committee collected the data from internal record system and from the above steps. After
collecting this data they interpreted it.
V. Taking Decision
Management accepted the research as it was. They decided to replace the old machines
with new and modernize machines which could perform the similar tasks in less time and
it was also to install generators so that no customers could go back.
Segmentation
Demographic Segmentation
Our main focus is to serve all the age groups in the society. All income classes are our
priorities and we serve them on the basis of equality. We are serving both male female
customers.
Geographical Segmentation
Geographically we are working in Lahore because there is great potential for this
business .Speed Laundry will give a new trend in the washing system so we are hopeful
to increase our market in Islamabad and Karachi.
Technological Segmentation
The people of Pakistan are technology acceptance. Speed laundry will surely help to
fulfill the needs of these people.
Occasional Segmentation
Targeting
We have single segment concentration because we are operating only in the market
of Lahore and providing laundry services.
Strategies
Positioning
It is the time for which you care and it is the bright cleanliness which you are
promised.
Value proposition
We are offering more value for same price to satisfy our customer.
PRICE
Differentiation
This is the first ‘P ‘ of marketing mix which relates to customer solution. Washing
clothes is basic need of every human being. So speed laundries limited fulfills this
need of customers very well and our new product coin laundry or self service laundry
has made it easier to serve for the human being at the maximum level of satisfaction.
Marketing Strategies
We used the following strategies when we introduced coin laundry in the market:
Introduction Strategies
Due to the above mentioned strategies more customers were coming to us and now
our product is at Growth stage.
Growth Strategies
• Constant investment
• Ensure easy and quick accessibility
• Increase in price
• Add new product features
• Add new market segments
Levels of product
Core Level
Our core level is washing clothes.
Basic Level
Our basic level is Coin Laundry machines.
Expected Level
Pressing is our expected level.
Augmented Level
Air-Conditioned waiting rooms with televisions for our customers is
augmented level.
Potential Level
There is potential in the market for credit card coin laundry because now
most business transactions are done through credit cards.
Product Hierarchy
Need family
Washing clothes
Product family
Manual operated machines and automatic laundry system. We selected
automatic laundry system
Product class
Electric laundry and steam laundry
Product form
We picked Electric laundry system. It was of two types’ conventional laundry
and coin laundry.
Product line
We picked coin laundry. It was available in low and high capacity.
Product type:
We selected high capacity.
Product
Coin laundry with high capacity of washing clothes was our product.
Product combination
Our coin laundry lies in Major services accompanying goods. Our major services are
washing clothes and coin laundry is accompanying good.
Product Decisions
Product line
We are offering washing, drying and cleaning, pressing, cleaning sensitive fabrics,
blankets, carpets, shirtwaist, suits and steam pressing.
Product width
Line filling
Customers were demanding less time consuming washing facility and self service. So we
introduced Coin Laundry.
Stretching
Featuring
We give calendars and watches to our old customers. We gave free key rings to our
customers on the opening.
Brand name
Our brand name is Speed Laundries Limited which indicates our quick service to our
customers.
Levels of Meaning
Attributes
Benefits
Values
Culture
We are operating in Pakistani culture. We are giving the customers feeling that we
provide them the best services in the market.
Personality
Users
Our brand is at preference stage. Our main aim of brand management is to come at the
stage of brand loyalty.
BRAND BUILDING TOOLS
o Public relation
We are maintaining good relations by providing good services to
our customers.
o Sponsorship
We are also sponsoring ICC Champions Trophy and we will
sponsor matches which will be played in Lahore.
o Factory visit
We are providing information and appreciating to visit our
industries.
o Trade shows
When we start the coin laundry first we organize trade show in
hotel Sunfort situated at Liberty.
o Event marketing
Speed Coin Laundry is also celebrating event marketing on 14th
August 2008.
o Societal marketing
Speed laundry has park in Model Town.
o Buzz marketing
The most popular celebrities Imran Khan was in our add.
We have used brand extension strategy. We are now operating with coin laundry.
Slogan
Packaging
Org.
employees customer
INTERNAL MARKETING:
There is good relationship between organization and employees. The management
is too appreciative to employees. HR department is too active.
EXTERNAL MARKETING:
Speed Laundry is also maintaining good relations with organization and customers.
Because
Pricing
Profit is not the only objective. Target of the business is also to increase sale. Although
our price is more than competitors but in the light of our less quality which our business
provide to its customer is very reasonable. But on special events, target is to avail that
opportunity so prices are increased in those days as demand is very high in those days.
As the demand of our business is very fine in the market due to our service quality and
also the in time service which we provide to our customers.
Cost is being kept in mind, and price is always being charged more than the cost.
Accounting
Accounting is taking services of an accounting firm. Prepare each month final account.
So they have to be paid monthly.
Advertising
We distribute our broaches on regular basis in to all those areas where our branches are.
And we also do our advertising on Local Cable Tv.
Insurance
As due to load shading and heavy machinery is applied so there is always danger of
failure of working machines for which machinery has been insured. And the building has
also been insured.
Revenue
When the prices are being set , the prices offerings of competitors are also reviewed. It is
to make sure that prices should not be increased to such level that our business start
losing customer. Although there are no direct competitors of our business all the
competitors are indirect.
There are eighteen pricing strategies from which followings are used by our business.
Usually we use this pricing strategy. Because it is made in the light of cost. We divide
our total cost with our total number of customers. So we get that what our single
customer cost us then we add a percentage amount on that cost and then charge the price.
As in the celebration seasons such as EID and in December which is Wedding Season we
use this pricing strategy.
• Discount Pricing
In those areas where demand is less we use this technique to increase our sale and to
make more customers.
• Promotional Pricing
At the beginning of each new branch and coin laundry system this strategy is used so that
our product be promoted in the market.
• Product Bundling
This offer is for hotels, restaurants, banquet halls and etc. who give their orders in bulks.
• Geographical Pricing
It is area based pricing as we provide pick and drop service of laundry to organizations.
So according to the distance from the branch, transportation cost is charged. It differ from
area to area.
Place
It combines sellers and consumers. Its relative importance can be explain with this
statement
“It is the (P) where actually transactions take place”. We focuses on place we have
capture one to one relation with the customers. As now a day’s scope is only in place
because it has been ignored previously.
Channel Design
1) Type of Distribution
2) Size of Distribution
1. Type of Distribution
Our business has its own sales force which goes to hospitals, nurseries, hotels and
restaurants and offices to collect the clothes for washing.
2. Size of Distribution
We do selective distribution.
Channel Design
For the convenience of customers we have design our channel distribution on the
following basis
1. Lot Size
Our Sales force pick up all type of fabric in lots from the selected customer.
Promotion
Promotion is the strongest P of the market. Promotion is the making cost which
means we expose our product in front of customers. We can say that promotion is not
the cost but investment.
Integrated Market Communication System
Tools of IMCS
a. Advertising
b. Sales Promotion
a. Advertising
• Mission
• Money
• Message
• Media
• Measurement
Mission
Money
Money means how much money you are allocate for advertising. There are four
methods of budgeting. We use following two methods
Objective Task
What sense our message gives to customer? The sense of our message is time and
quality.
Message Format
It can be diversified.
• Abstract Vs Concrete
• Short Vs Long
• Individual Vs Episode
• Emotional Appeal
• Psychological Appeal
• Functional/Physical Appeal
Message Execution
Media
• Indoor
• Outdoor
• Internet
• Media Impact
• Cost
Media Impact
Media Frequency
Media Vehicle
It is TV and Newspaper.
Measurement
Advertorial is used.
b. Sales Promotion
Short period incentive give to customer for sale. In it potential buyer is converted to
actual buyer. It is especially helpful at two stages introduction and decline.
IMCS Steps
Favorability Scale
• Repulsive
• Unfavorable
• Indirect
• Favorable
• Highly favorable
Determine Objective
• AIETA Model
• AIDA
• Hierarchy of effect model
• Awareness
• Knowledge
• Liking
• Performance
• Conviction
• Purchase
Communication Model
Message Design
Select Channel
• Personal
• Non personal
Estimating Budget
• Public Presentation
• Sales Promotion
• Public Relation
• Publicity
• Personnel Selling
• Direct Marketing
• Perseveres
• Amplified Expressiveness
• Impersonality
• People
After 2006 we have a compulsory lady receptionist at our all front offices. And
minimum 5 employees will available all the time in the every branch of the laundry. At a
time minimum two Supervisor also available.
• Presentation
As our employees, it is compulsory to wear navy blue shirt, black pent with black
shoe for men. And blue scarf for lady in well dressed.
• Process
From booking to washing and packaging our employee help our customer if they
needed.
5. Business Analysis
Costs
Machinery Requirement
Total 2500000
Other requirements
6. Product development
7. Test Marketing
Alpha Testing
Before the beginning of coin laundry we tested it with in the organization and found
very good results.
We also use beta testing.
8. Commercialization
We commercialize coin laundry 14th August, 2008 at mall road after organizing an event
at Pearl Continental on 14th August for our product. In our opening ceremony Imran Khan
Former captain of Pakistan cricket team was our chief guest.
Speed coin laundry has proven itself in the market. Its magnificent success can be seen
by the large number of customers which are very happy with this new idea as it was the
demand of the customers. Customers really appreciated its quick services as it is the best
solution for the busy people of the city. Still yet no complain has been reported. As now
we are running the most revenue generating laundry business in the market which shows
its success.
BIBLIOGHRAPHY