Marketing Plan For Laundry Business

Laundry business has been riding a growth burst and as a marketing manager. I am presenting a marketing plan to launch a new specialized laundry service business. This specialized laundry will be named "Purified" will run its business in several places of Dhaka with exclusive services in wide verities. Initially we will provide our services through our Bonani, Gulshan, Dhanmondi, Uttara and Bashundara branches. This plan includes current market situation of laundry industry in Bangladesh.

To identify the opportunities a SWOT analysis has been made. Opportunities and Issues or 'Purified' are shown In this plan. After segmenting the market and Judging Its segments attractiveness. Purified decided to concentrate on the need of upper middle class and upper class people to the society. Purified designed its service line to satiety the needs of these target market and retain them in the long run to create greater customer equity. With a view to survivor and capturing the market share in the long run purified will carefully design its marketing mix.

The pricing, promotion and service distribution strategies will be designed keeping the long term objectives and goal In consideration. Finally a financial projection has been made to anticipate the first year's production cost and profit after tax. At the last part of this proposal I have shown implementation and control program on monthly basis. Our ability to integrate emerging technologies In our design will provide great strengths and establish a reputation of unmatched quality.

Order custom essay Marketing Plan For Laundry Business with free plagiarism report

450+ experts on 30 subjects Starting from 3 hours delivery

Get Essay Help

Bangladesh was far behind in promoting the laundry industry till 1988. Only the two international hotels- Sheraton and Sonargaon Hotel had modern laundry and dry cleaning facilities. They were designed to cater their own needs only. It is a new era of business here. For the growing market and new sense of dressing; demand for specialized laundry is increasing day by day. Now Bangladesh has only three pecialized laundries, they are Bandbox limited, Topclean Bangladesh limited and Kolkata dry clean. Among them Bandbox, the market leader, dominates the laundry market of Bangladesh with a market share of 60%. Top clean ,an aggressive number two, that is a market challenger attracted 25% market share. are in third position with 12% share.

The population of our country is 15 corer and approximately 19,393,000 people live in Dhaka city. Total population in Dhaka city corporation. Data presented in the above table is collected from internet and may vary from the statistics of different publications. ell as the people in Dhaka city is also increasing every day, so all of this indicate a growing market for specialized laundry in Bangladesh. Company: We started as a partnership company. "Purified" has a total investment of its Tk 300000 with Tk 200000 as the contribution from promoters. Of the two promoter one has a background in londry business Experience and other has 20 years work experience in event management farm . Our target customer is total Dhaka City, we capture our customer by establishing branch in different places in Dhaka city, our agent, attractive advertising.

 Customer has choice to get the fragrance of different flower in their clothes. They can get the service within 10 to 30 minutes basing on the emergency and variety of the services. Special care will be provided for white clothes if instructed Home delivery service is available. Excellent packaging. Special care to keep the button of the clothes intact while serving .

Guaranty of brightening and shining the color of the clothes. Skilled employees for curtain care and upholstery services Purified has some unique strength although it cannot ignore its weaknesses. Major strengths include modern equipments and technology, excellent delivery network, customer oriented employees etc. Major weakness is limitation of capacity. The major opportunity is consumers are changing their life-style and now they want to keep ace with the society. On the other hand, Clarity is new in the specialized laundry market and it has little brand value. Increasing competition can be a threat for us. The following radial venn summarizes Purified's strengths, weakness, opportunities, and threats.

Strengths

Our specialized laundry has the following strengths on which to build and on which we can get the maximum number of customers.  Modern equipment and technology: "Purified" is fulfilled with modern equipment and technology. All of our machines and equipments are exported from abroad. Excellent delivery network: There will be an excellent delivery packages. Many of our customers can not interact with us.

So, for that customer we will start home delivery services. We will collect cloths from customers home and return after washing. Reasonable Pricing: We have the same for less strategy. So reasonable price is a great strength for us. Well capitalized: We are starting our business with a lot of capitals. Quick service: We will try to serve people at a very short time that is quick delivery service. If any customer has any emergency, we will cater our service to them in a very short time. Customer Oriented employee: All the employees are very nergetic and enthusiastic.

They are presented here to provide best services. Superior customer value: Satisfying customer is one of the major goal of us. We will try to serve people the best services so that they can be satisfied. Our motto is, "We are not Justified until our customer is".  Convenient location: We will select a convenient location for our business. Our main target is Dhanmondi. Gulshan, Uttara, Banani, and Bashundhara. We have located our specialized laundry in the residential part of the areas mentioned above.

Weaknesses

As we have existing competitors in the market, we have earned from the success and mistakes of others.

Nonetheless, we have two major weaknesses Inexperienced management: As we are new in this business, our management is inexperienced. So we are weak in this section compare to our competitors. It is a major weakness for us.  Limitation of capacity: Demand for specialized laundry service is increasing in many areas. But now we are not capable enough to open our showrooms in every area.

Opportunities

Change in Life style: Now-a-days peoples are becoming modern and changing their life-style. They are wearing fashionable clothes and it's not easy to wash these clothes at home.

So people are now getting more dependent on specialized laundry. And as we are targeting upper class and upper middle class, so it's a great opportunity for us to improve our business.  Expansion: There is a growing demand for specialized laundry shop in Chittagong, Sylhet, NarayangonJ and in different parts of Dhaka. Future market expansion is possible if we can achieve success in our current market.  Foreign outlets: Purified can expand its business in South Asian cities like Mumbai, Delli, Katmandu, and Kolkata. Investors of Purified is well capitalized and if they get expected level of profit they will finance more and Clarity will go global.

Threats

Purified may face the following threats in the market. Increasing competition: The competition is steadily increasing. Because there are also many other famous laundry shops. So, in competitive market they could be a threat for us.  Unable to expand market in rural areas: Because of we are targeting upper class and upper middle class people so, our service charge is being fixed with their level. That's why we are not able to expand our business in rural areas because they are not be able to bear this expenses.

As 80% of total populations of our country re living in rural area we are losing this high amount and it's a great threat for us.  Washing machine: Washing machine is a great threat for us. Because many of the people washing their cloths in washing machine instead of coming laundry shop. Little brand value: People did not hear the name of Purified specialized laundry ever before. Our laundry does not belong to any famous brand. But customers always go for the famous brand. This can be a threat for us.  Although we have some weakness and threatening factors, we are confident that we will overcome those through our strengths and opportunity.

 Purified may gain the following opportunities. People are becoming more modern and fashionable so they are becoming fastly dependent on specialized laundry which lead the growing market for laundry. There are growing demand for specialized laundry in Chittagong, Sylhet and other parts of Dhaka city.  It will also provide home care services like floor care carpet management curtain care upholstery care so those people whose went to take special care of their home can take service from us.  We are delivering the benefits' better than our competitors do.  The financial rate of return will meet the ompany's required threshold for investment. Our target market can be reached with a cost effective media and channel.

Don't let plagiarism ruin your grade

Run a free check or have your essay done for you

Check my essay Hire Writer