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. 

CAMPUS LAUNDRY

SITUATIONAL

ANALYSIS

CAMPUS LAUNDRY

Market Summary

TARGET CUSTOMERS DISTRIBUTION

CAMPUS LAUNDRY

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

CAMPUS LAUNDRY

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

CAMPUS LAUNDRY

OOPPORTUNITIE

SLarge target market

Participation in a steadily

growing industry

A constant, consistent

market demand because everyone has dirty clothes

Early cash

inflow

CAMPUS LAUNDRY

TTHREATS

Future/ potential

competition from a

large franchised business

A somewhat seasonal market

demand due to many students leaving

during the summer

CAMPUS LAUNDRY

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

CAMPUS LAUNDRY

GOALS

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BREAK-EVEN Analysis

Reach the monthly revenue break-

even point!

CAMPUS LAUNDRY

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.

CAMPUS LAUNDRY

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.

CAMPUS LAUNDRY

STRATEGY

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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

CAMPUS LAUNDRY

BRAND

CAMPUS LAUNDRY

Tired of rubbing,Washing your clothes?

CAMPUS LAUNDRY

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)

CAMPUS LAUNDRY

COMMUNICATION

GRASS-ROOT MARKETING

AD SPACES, HOSTEL LOCATION

MOBS

BLOGS, SOCIAL MEDIA

WORD OF MOUTH:COLLEGE MEDIA

CAMPUS LAUNDRY

DISTRIBUTION

CAMPUS LAUNDRY

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:

CAMPUS LAUNDRY

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