In the Name of Allah,

Who is most merciful

The compassionate.
Brief Contents

Preface
Acknowledgement
Executive Summary
Introduction

Chapter: 1 Survey

Chapter: 2 Graphical Representation of Survey

Chapter: 3 People

Chapter: 4 Services

Chapter: 5 Price

Chapter: 6 Promotion

Chapter: 7 Power
 PREFACE

We are introducing a new laundry services in the market, in this regard we have
conduct a survey to launch it and develop a marketing mix including People,
Services, Price, Promotion and Power.

In the People chapter we segmented the people according to their segmentation,

recognize their needs for laundry services and give them solution for their problem,
which they are facing by ordinary washing-men.

In the Services chapter we explained all the features of our services and also for
washing process which they desired. We made some strategies for development of
our services.

In the Price chapter we analyzed that what price people expecting and willing to pay.
We have given some notes on the price structure and relating to the price.

In the Promotion chapter we stated that what type of advertising vehicles would be
used. These advertising vehicles play an important part in the success of our services.

In the Power chapter we discussed about some authorities that can effect on the
environment and in the development process of our services.

For the purpose of gathering information, our group has used both primary and
secondary sources.

1. Market survey of Pakistan.

2. Internet resources.
3. The main object of the project is to develop a marketing mix for our Firm.
 ACKNOWLEDGEMENT

First of all, we would like to say thanks to All Mighty Allah and Holy Prophet
Muhammad (PBUH) who give us courage, knowledge, and rational mind for thinking
& understating to complete this task.

We have benefited from the contributions of our friends, our colleague other
professors and business executives in preparing the complete and comprehensive
project. Special thanks to Sir. Sohail Raza who motivate us and give us a path how to
achieve this target.

Finally, we are also grateful to those who have directly or indirectly contributed
towards the preparations of this project.
1. Executive Summary

The business of laundry services in PAKISTAN is not well established national wide.
After analyzed this situation I registered a firm with the name of CleanTouch dry
clean. CleanTouch dry cleaning is providing dry cleaning services in a very efficient
manner in different regions and metro areas in Pakistan.

The objective of CleanTouch dry cleaning is to provide best and quality laundry
services in the different regions with affordable price. I visualized that the scope of
the services is very vast in Pakistan market. I identified that the different regions of
Pakistan people to the ordinary washer-men and pay them a cost which we offered for
our quality washing services and it is also found that there is no security regarding the
provision of washing services as well as customer is not enjoying the other
advantages.

On the other hand, CleanTouch dry cleaning is providing not only laundry services
but also providing better atmosphere like a club & discounts color brightness better
and many other benefits.

CleanTouch dry cleaning is also providing a membership to its customer. It can play
an important role to make the customer loyal. By the help of this additional services
customer can enjoy the different event which will be sponsored or arranged by the
CleanTouch dry cleaning. I have also developed a database and website
www.cleantouch.com (in progress) for our customers at which they can check their
accounts status online with CleanTouch dry cleaning.

For the members of CleanTouch dry cleaning is more facilitating to their customer is
that the representatives of the CleanTouch dry cleaning will collect the washable
clothes from the member’s home and after washing that clothes will deliver back to
the member’s home.
When I went to the people and asked them various question about their laundry
services the answers of the questions were negative. I also asked them a question “do
they want any new and best laundry services which fulfill their clothes requirements.”
Most of the people answered “Yes”.

To keep the answers in view I segmented our total market and select the target
segment of the total market and then come with segment needs and requirements that
meet the customer satisfaction with latest technology.

To spread the awareness about the services of CleanTouch dry cleaning, I adopted
some kind of Medias to promote this service. In this context, I use electronic, print,
outdoor media for the promotional activities.

After carried out all the above mentioned activities I got feedback from our users
about the services which provided by CleanTouch dry cleaning, their feedback was
very much positive.
 Introduction
CleanTouch dry cleaning is a concept of Cleaning Services available to individuals
and families, including dry cleaning and laundry. CleanTouch dry cleaning intends to
offer affordable "luxury" cleaning to all. Quality is made available to everybody.
CleanTouch dry cleaning is the best service provider in your area.

The core business is the cleaning of clothes. Our professional team is taking care of
each item with a great respect. Removal of the spots, small repairs, high quality
finishing are some of the features that make CleanTouch dry cleaning different.

CleanTouch dry cleaning also offers cleaning products in the lobby of the shops in the
C. Corners. These professional products or items are sold for domestic use.

Be CLEANTOUCH once and for all!

More than a dry cleaner, CleanTouch is "Your Cleaning Center",

including dry cleaning, laundry, pick-up and delivery as well as
related services, Cleaning and advice. Just Be CleanTouch.
To achieve your highest ambitions, you need vigorous partners, good support and
assistance and a professional technology. CleanTouch dry cleaning is that driving
force.

CleanTouch dry cleaning is a team of men and women working together to serve the
needy people. The skills of our team and its customer oriented organization are our
main assets.

We have been operating shops in different areas in the Pakistan through direct
investment. But in the beginning I will start it from only Faisalabad for test market.

CleanTouch dry cleaning is built on a vision of the Cleaning Services. We bring

together the resources and the people who share with us the excitement of achieving
such objective. They are highly motivated people which are probably the most
important thing. We want to share with them our CleanTouch dry cleaning vision.

CLEANTOUCH is moving ahead.

Situation Analysis
cleanTouch Laundry service is entering its first year as a start-up business. The idea
has been well received and marketing will be critical to the success of the business.
CT offers a clean, convenient laundry facility for those that do their own laundry, as
well as those in need of optional services. CTL will lure customers in with excellent
customer service, membership and discount facility, a pick and drop service of
clothes, and online service through website to its customers.

Market Summary

I have captured good information about the market and know a fair amount about the
target customers. To determine the actual demand for the service a market research
survey was conducted in the start of July 2009 and I see many people are interested
and have great demand for the offering I am going to deliver through my laundry
service. The services are given by other companies are not as good as people
demand .The survey was only conducted in Faisalabad because Faisalabad is serving
as a test market in the start. The facilities offer to customers like picking the clothes
from home and deliver it back to homes as well as optional services such as full
service washing, alteration of clothes and 24 hours clean box service, very affordable
prices and also guarantee of usage of very good washing material are very admired
from the respondents. Questionnaire and graphical representation of response from
respondents is given below.
MARKET
SURVEY
 Survey Form
Name_____________________ Age__________________
Marital Status_____________________ Education_____________
Income_______________________ Contact #_____________
 Are you satisfied from present laundry services?
Yes_________ No_______________
 Are the laundry services available to you when you required?
Yes_______________ No_______________
 Is the laundry services provider registered or not for security purpose?
Yes_____________ No_________________
 Do you think they are providing better services?
Yes_________ No_________ Others_____________
 Do you think they use better quality material in their washing process?
Yes________ No___________ Others_____________
 Is the prices of laundry services is affordable?
Yes_________ No__________ Others___________
 What prices you pay for:
1. Suits________ 2. Curtains_______3. Shalwar Qameez
4. Blanket________ 5. Bed sheet________6.Pent Shirt
 Are the laundry services provider deliver back cloths on promise?
Yes______________ No____________ Others_________
 Dou think there should be some sort of change?
Yes_________________ No______________
 If we provide better services in affordable price you appreciate it?
Yes __________________ No_____________

Date___________________ Sign__________________________
GRAPHICAL
PRESENTATIO
N OF

SURVEY
 Are you satisfy formpresent laundry
services?

80%
60%
%age

40% Series1
20%
0%
Yes No Others
results

Are the laundry services available to

you when you requried?

80%
60%
%age

40% Series1
20%
0%
Yes No Others
results

Is they providing better laundry

services ?

60%
50%
%age

40%
30% Series1
20%
10%
0%
Yes No Others
results
 Do you think they use quailty material
in their washing process?

50%
40%
%age

30%
Series1
20%
10%
0%
Yes No Others
results

thewashingprocess effect your

cloths?

60%
50%
%age

40%
30% Series1
20%
10%
0%
Yes No Others
results

Is the price is affordable?

70%
60%
50%
%age

40%
Series1
30%
20%
10%
0%
Yes No Others
results
 Is the laundry service providers
delivered back thecloths on
promise?

50%
40%
%age 30%
Series1
20%
10%
0%
Yes No Others
results

Do uyou think there should be some

sort of change?

100%

80%
%age

60%
Series1
40%
20%

0%
Yes No Others
results

If we provide affordable laundry

services with better quality u
apperciate ?`

100%
80%
%age

60%
Series1
40%
20%
0%
Yes No Others
results
PEOPLE
People and their satisfaction is our target market. To achieve this target the term can
be more explained in the following ways.

1) Segmentation
2) Target Market

1. Segmentation:

Segmentation can be divided into four classifications.

 Geographic segmentation
 Demographic segmentation
 Psychographic segmentation
 Behavioral segmentation
Geographic Segmentation:

In geographic segmentation we’ve emphasized on region, city and metro areas.

 Region / Cities:
 Metro Areas

Region / Cities:

In Pakistan through survey we identified the following regions.

ISLAMABAD / RAWALPINDI
Karachi
Hyderabaad
Mirpur Khas
SINDH: Nawab Shah
Lahore
Faisalabad
Multan
PUNJAB: Bahawelpur
BALUCHISTAN: Quetta.
N.W.F.P: Peshawer

Metro Areas:
CleanTouch dry cleaning is also operating in that area which contains the population
of near about 75,000 to 100,000
Demographic Segmentation:

In the demographic segmentation we classified the customer in the following

parameters.

 Income
 Family Life Cycle
 Education.
 Social class
 Occupation

The above mention parameters will respond us in the following situation

Parameter Description
Income Above 15,000
Family Life Cycle Young Single, Married
Education Graduation and above
Social Class Upper Class and Upper Middle Class

Psychographic Segmentation:

In this segmentation the following two parameters found with the help of survey.

 Personality
 Life Style

The above mention parameters will respond us in the following situation

Parameter Description
Personality Ambitious, Aggressive
Life Style Activities, Interests

Behavioral Segmentation:
Customer classified in behavior segmentation by the following ways.

 Usage Rate

Matrix of Segmentation:

Segments Parameters Fields Remarks

Geographic Region Cities Heavy Users

Metro Areas Population 75,000 to 100,000 Light Users

Demographic Income Above 15,000 Heavy Users

Family Life Cycle Young Single, Married Heavy Users

Education Graduation and above Heavy Users

Social Class Upper Class and Upper Middle Class Heavy Users

Psychographic Personality Ambitious, Aggressive Heavy Users

Life Style Activities, Interests Heavy Users

Behavioral Usage Rate Heavy Users Heavy Users

Target Market:

I have selected the target market in the start the people of Faisalabad. The people
doing jobs having monthly income more than Rs. 15,000 and businessmen whose
income is more than Rs. 20,000. The students of Local Universities are also my target
market and by introducing some student’s packages I will also try to capture as much
as I can. I have also segmented my target market in the form of segmentation.
In the markets every firm whether product or service oriented have target market. We
have also segmented our target market in the form of segmentation. We will select
one or two as it target market. The strategy we are using in the target market is single
segment strategy. In this strategy we continuously concentrate on the social class,
parameters of demographic segmentation.

Now the question arise why we choose this parameter for target market as strategy. It
can be explained by the different views of the segmentation.

Geographical View:

As I have selected main areas of Faisalabad because in these areas most of the people
have well established businesses and willing to pay for laundry services.

Demographic View:

In demographic point of view, person having salary of Rs.15, 000/- to Rs.20, 000/-
and having business with monthly income of a business owner Rs.20, 000/- to
Rs.30, 000/- will respond us in profitable manners.

Better family life cycle and educated parsons are also fall in the social class
parameters.
Psychographic View:

Personality and life style, definitely a person having good personality fall in the social
class and will avail the opportunity offered by CleanTouch dry cleaning.

Behavioral View:

Most of the people have some expectations from a specific service or product. In this
category benefit desire and usage rate fall in social class.
Services
CleanTouch dry cleaning, as name implies, it is providing laundry services to the
people at the different locations. Different regional offices and metro area centers are
serving the people. We have introduced new and fast technology in this sector to
capture the market.

CleanTouch dry cleaning also providing a club type services in which a member of
this CleanTouch dry cleaning can enjoy the discount and can participate in the
different events sponsored or arranged by the CleanTouch dry cleaning.

A separate data base will be prepared for each members and give them a login
address by which they can check the balance and status of their accounts online from
the following link,

www.cleantouch.com
(in progress)

Special card is issue to each member that card contains a picture, name, address and a
membership number.

This service only providing in the regional areas, that area will be specified by the
each regional office.
Our brand name, slogan and brand mark are as follows;

Brand Name:

“CleanTouch dry cleaning”

Slogan:

“Brighten your life”

Logo / Brand Mark:

Machines:

The new and latest machines used in the cleaning process which are very fast and
providing maximum satisfaction to the customers and best result to us.
These machines kept in our regional areas. Our representatives goes to member’s
home and collect the washable cloths brought to our regional offices and these cloths
put into washing process. The washed and dried cloths deliver back within one or
two days to member’s home with splendid packing in safely manners.

Such collection and delivery services providing only to the membership holders.

Cleaning Box:

Cleaning box

This machine is also available in metro areas in different location to make convenient
for customers.

This is the most exciting development of our technology and high quality service. We
call it CleanTouch cleaning box or C. Box.

The C Box is a fully automated shop available to customers on a 24 hour basis. They
can drop off their clothes or pick them up at any time.

Our customers are living faster and faster. We offer them convenience and quality. It
is more than a target, it is an asset.
Price
Price is the major factor of any firm, in this marketing plan, there are two types of
services providing by CleanTouch dry cleaning.

1) Membership Services
2) Open Services

AA. Membership Services:

Members of CleanTouch dry cleaning are the most important part of the firm. To
secure this part the firm has developed a separate Price structure than the open
services.

Dry Cleaning Items:

1) Suits
2) Shalwar Kurta
3) Bed Sheets
4) Curtain
5) Sohfa Covers
6) Blanket
7) Carpets
Price Structure:

Gents Ladies
Sr.No Items Rates Washable Items Rates
1 Suits (2 pcs) 140 Duppata(cotton) 15
2 Suits (3 Pcs) 160 Duppata(silky) 30
3 Coat 100 Duppata(kamdar) 20
4 Lackets 90 Shawl 60
5 Leathers Jackets 175 Lehenga(plain) 125
6 Leathers Jackets(with polish) 450 Sari (banarsi/kamdar) 150
7 Trouser/ pant 45 Gharara(banarsi/kamdar) 125
8 Shirt (cotton) 25 Blouse silk 30
9 Shirt (silky) 30 Shalwar Suit (cotton) 35
10 Shalwar Suit (cotton) 40 Shalwar Suit(silky) 65
11 Shalwar suit (silky) 45 Shalwar Suit(kamdar) 60
12 Over Coat 125
13 Tie 20
14 Track Suit(2 pcs) 60
15 Sherwani 150
16 Under Shirt 5
17 Dhossa 80
18 Waist Coat 60
19 handkerchief 7
Curtains
Curtains Rates
Curtains(short) per pcs 70
Curtains (medium)per pcs 135
Curtains(large)per pcs 175

Linens
Sr. No Washable Items Rates
1 Blanket(DBL) 225
2 Blanket (SBL) 175
3 Bed Sheet (double) 40
4 Bed sheet (single) 20
5 Bed cover 45
6 Quilt (Polyester single) 140
7 Quilt (Polyester Double) 160
8 Table Cloth(small) 20
9 Table Cloth(Large) 30
10 Napkin (pcs) 10
11 Pillows cover 10
12 Sofa cover(per pcs) 40
13 Car seat cover 40
14 Towel 10

Carpets
Rs3.5/square foot

Children
Half rate up to 12 year old children
Pressing
Half of the total price

Open Price Structure:

In open structure whether member or not member will utilize this service. He will
pay according to following rates.

Gents Ladies
 Sr.No Items Rates Washable Items Rates
1 Suits (2 pcs) 150 Duppata(cotton) 20
2 Suits (3 Pcs) 185 Duppata(silky) 35
3 Coat 110 Duppata(kamdar) 25
4 Lackets 100 Shawl 70
5 Leathers Jackets 185 Lehenga(plain) 150
6 Leathers Jackets(with polish) 475 Sari (banarsi/kamdar) 165
7 Trouser/ pant 50 Gharara(banarsi/kamdar) 145
8 Shirt (cotton) 30 Blouse silk 35
9 Shirt (silky) 35 Shalwar Suit (cotton) 40
10 Shalwar Suit (cotton) 45 Shalwar Suit(silky) 75
11 Shalwar suit (silky) 50 Shalwar Suit(kamdar) 70
12 Over Coat 145
13 Tie 25
14 Track Suit(2 pcs) 70
15 Sherwani 175
16 Under Shirt 8
17 Dhossa 90
18 Waist Coat 75
19 handkerchief 9

Curtains

Curtains Rates
Curtains(short) per pcs 80
Curtains (medium)per pcs 155
 Curtains(large)per pcs 195

Linens

Sr. No Washable Items Rates

1 Blanket(DBL) 245
2 Blanket (SBL) 185
3 Bed Sheet (double) 45
4 Bed sheet (single) 25
5 Bed cover 50
6 Quilt (Polyester single) 165
7 Quilt (Polyester Double) 185
8 Table Cloth(small) 25
9 Table Cloth(Large) 35
10 Napkin (pcs) 15
11 Pillows cover 15
12 Sofa cover(per pcs) 45
13 Car seat cover 45
14 Towel 15

Carpets
Rs3.5/square foot

Children
Half rate up to 9 year old children

Pressing
 Half of the total price

Financial Analysis

Cost:
Cost is a basic factor that enables us to determine the fees as well as selection of
segments and also compete with others.

In fee determination the following factors playing important role.

 Machine Cost
 Maintenance Cost
 Gas & Electricity
 Laundry Supplies
 Delivery and Collection Expenses
 Packing Expenses
 Staff expenses / Salary

These are the major Price determinants.

Cost Units / Qty Per Unit Cost Amount
Machine Cost 55 46,695.00 2,568,225.00
For One Month
Maintenance Cost 55 500 28,000.00
Gas & Electricity 11 20,000.00 200,000.00
Laundry Supplies 11 5,000.00 55,000.00
Delivery & Collection 11 10,000.00 110,000.00
Packing 11 5000.00 55,000.00
Staff Expenses / Salary 11 28,500.00 314,000.00
Rent 11 10,000.00 110,000.00
Tatal:: (Estimated) 871,000.00
 CleanTouch Dry Cleaning
Operating Statements
For the Period of Three Month

(Rupees in ‘000’)
Rs.

Service Revenue 7,743

Cost of Goods Sold (2,567)

Gross Profit 5,176

Operating Expenses

Laundry Supplies 55

Rent 110

Advertisement / Promotional Expenses 1491

Gas & Electricity 200

Maintenance Expenses 28

Wages & Salaries 314

Insurance Expenses 100

Delivery & Collection Expense 110

Packing Expense 55

Total Operating Expenses (2463)

Income before Tax 2713

Taxation (35%) (950)

Income After Tax 1763

PROMOTION
 PROMOTION
Promotion is the activity done in order to increase the sales of an organization’s
product or services. This is the technique that our company is using for the awareness
and fame of the product in the market. The main function of promotion includes to
inform, persuade and to remind about the product. By using this technique we can
earn high profit.

Advertisement Vehicles

It is the life blood of any service or product. That’s why we have given special
intension on the promotion of our services we have used different way to introduce
our services in the market. Advertisement is an important part of promotion. You
can say that promotion it like a dead body without advertisement.

In this context we shall use following advertisement vehicles;

Electronic Vehicles
In Electronic vehicle we shall use the following media:

Local Cable Network (Television)

The cost of Local cable network (mediacom) is as follows:

Particulars Cost Per Unit Total Cost

Commercial Production Cost 20,000.00
Moving Words (in 3 months) 800.00 2400.00
Commercial Display (15 Seconds) 800.00 144,000.00
Frequency = 2 time per day
Frequency in 3 months 180 Time
Total Cost 166,400.00

Print Vehicles
Print media includes Newspapers, magazines, pamphlets, buntings etc. we shall use
the following media;

Newspaper
Particulars of this media are as follows;

Particulars Size Frequency in One Month Total Cost

Jang 12cm x 4 column width 1 108,000.00
Nawa-e-waqt 12cm x 4 column width 1 38400.00
Dawn 12cm x 4 column width 1 43200.00
Total :: 189,600.00

Pamphlets
The cost of Pamphlet media is as follows;

Particulars Cost Per Unit Total Cost

Cost per Pamphlet 2.00
Total No. of Pamphlets 100,000.00
Total Cost 200,000.00

Buntings:
The cost of buntings is as follows;

Particulars Cost Per Unit Total Cost

Cost per Bunting 1.50
Total No. of Buntings 50,000.00
Total Cost 75,000.00
Out Door Vehicles

Signboards --- We have selected a billboard having a size of 10ft x 20ft used
in different cities in Pakistan like Faisalabad, Lahore, Karachi, Rawalpindi, Quetta,
Peshawar, Multan, Haiderabad, etc. Particulars of signboards are as follows;

Cities Size No. of Boards Cost

Lahore 10 ft x 20 ft 4 60,000.00
Karachi -Do- 5 60,000.00
Faisalabad -Do- 2 60,000.00
Peshawar -Do- 1 60,000.00
Quetta -Do- 1 60,000.00
Islamabad / Rawalpinidi -Do- 3 60,000.00
Total 360,000.00

The billboards are totally taken on rent and each billboard has the rent at Rs.20,000/-
per month. The billboards rented for three months.

Banners --- We are also using banners for advertisement because it has low price
and can make attentive our services on the roads and squares. The banners we are
using having a size of 3 meter x 6 meter each.

Particulars Cost per Unit Total Cost

Cost per Banner 100.00
Total No. of Banners 5000.00
Total Cost 500,000.00
Promotional Budget:

Promotional Budget = 1,600,000.00 (Budgeted)

Promotional Expenses

Media Vehicles Cost

Electronic Media Local Cable Network 166,400.00
Newspaper 189,600.00
Print Media Pamphlets 200,000.00
Buntings 75,000.00
Out Door Media Sign Boards 360,000.00
Banners 500,000.00
Total :: 1,491,000.00
Power
Power

Now a day according to the marketing point of view power is one of the most
important “P” of the marketing mix. Power can effect the marketing mix of any
services or product.

Political Forces

Govt. Rules & Regulations

WAPDA

Development Authorities

Central Board of Revenue

These above mentioned powers could influence and have an impact on the operation
of our business. These powers are ruling under the law of Pakistan.
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