Assignment On

Service plan

Topic: Careful Dry Cleaning Service

Course Title: Service Marketing

Course Code: BUS457

Section: 02

Prepared For:

Faculty Name: Nafees Imtiaj Ahmed

Senior Lecture

School of Business (USB)

Prepared By:

Name: Md Mahade Hasan

ID : 153011061

Name: Sumya asraf

ID : 161011093

Date of Submission: 28th December 2019

Careful Dry Cleaning is a concept of cleaning services available to individuals and families,
Including dry cleaning and laundry. Careful Dry Cleaners intends to offer affordable luxury
cleaning to all.

Our tagline is “Clean with care”

Answer to the question no 01:

Our service is possession processing category service. We provide service both offline and
online, so customers come to the service factory to order service as well as they can order from
online. Therefore after talking direct order in our office/shop employees done their work as per
customers need and distributes parcel at customers place. Besides service employees visit
customers home or workplace to take their order with clothes after getting online or phone call
order, so customers are less physically involved in our service.

Answer to the question no 02:

Product: Basically product itself is a service. Our product is service based. Our service is dry
cleaning, wet cleaning, dying, machine wash.

Price: price is a major factor for any new company. As we are new in market so we choose
Penetration pricing strategy. We keep our price low to gain the market, after that price will be
increase when customer demand is high.

Here is the price list:

General:

Article Laundry Dry-clean

Bed Cover 100 180
Bed Sheet 80 100
Blanket (D) - 420
Blanket (M) - 380
Blanket (S) - 280
N. Katha 220 280
Pillow Cover 20 50
Car Seat Cover (Set) 120 220
 Mosquito Net 70 -

GENTS ARTICLES:

Blazer - 200
Jacket (N) 80 180
Overcoat - 280
Pajama 30 50
Panjabi Cotton(N) 30 50
Panjabi Silk 40 80
Shirt 30 50
Suit-2pc. – ( Coat, Trouser) - 300

LADIES ARTICLES:

Saree- Silk 100 120

Saree- Jamdane 300 400
Saree- Cotton 100 120
Saree- B. Katan 320 420
Salwar 30 50 -
Kameez 30 60

Place: we try to provide our service near to the customer where they are getting service easily.
We choose Dhanmondi because it is a residential area. And there are lots of universities student’s
lives here. Our office is situated in Dhanmondi 10/A.

Promotion: Promotion is the activity done in order to increase sales of a company’s product or
service. We promote our business by advertising in social media like facebook. Digital
marketing, Public Relation, direct marketing. We also use sales promotion by giving special
offer.
People: we believe in the ensuring that all our employees share in the growth of our company.
We ensure that our employees see the clear benefits of working with Careful Dry Cleaning
Service. We give our employees financial security.

Physical environment: Customer in a service sector attempt to take cues about the service
provider’s capabilities and the quality of the service offered from physical environment.
Packaging is one of the important things, we pack our iron clothes and give it to customers, and
all the heavy clothes would be packed with paper between each fold so that the ironing doesn’t
get spoiled. We give our employees two pair of uniform each year. And all employees have to
wear that. We keep our showroom free of dust, dirt or any materials that sully the client’s
clothes.

Process: The process begins with the customer placing the service request by over the phone or
online for collecting the clothes from their residence. Here the details about the customer are
recorded and queries, if any are attended by the executive. Than we follow these steps

I. Tagging and inspection : some method, whether it is small paper tags or little levels
written on shirt collar is used to identify your clothes so they don’t get mixed up with
everyone else’s. Clothes are also examine for missing button s, tears, etc. that the dry
cleaner might get blamed for otherwise.
II. Pre-treatment: the clothes are inspected then possible alteration is done in case of any
tom. The cleaner looks for stains for your clothes and treat them to make removal easier
and more complete.
III. Dry cleaning or washing: it is process that clean clothes without water. The cleaning
fluid that is used in a liquid and all the garments are immersed and cleaned in a liquid
solvent the fact that there is no water is why the process is called dry and then fragance is
added. For washing water is used instead of solvent.
IV. Post Spotting: any lingering spot are removed.
V. Finishing: this includes pressing, folding, packaging and other activities. And the invoice
is prepared and sent to the customer though SMS. The process ends with the delivery of
the clothes to the customer at their residence and collection of payment from them by our
delivery man. He also gives a acknowledgement receipt to the customer.
Answer to the question no 03:

In Servuction system we look for three things-

The first being the technical core that is invisible to the customer and the service delivery system that is
visible to the customer. In our company technical core that is invisible to customer is our employees
who work for washing clothes, they are our back stage employee, and they have no connection with the
customer. And service delivery system is visible to the customer, in our company delivery man, order
taking man, receptionist are visible.

Answer to the question no 04:

Our approach to customer service can play a big part in the success in our business. There are
plenty of ways to handle customer service, but the strategies behind them can be broadly
described as high-contact or low-contact. High-contact service means when we offer our
customers a lot of hand-holding and direct support, while low-contact service means we give
them tools to sort things out for themselves. So in our service degree of contact is comparatively
low. Customer role play in our company is only to place the order and getting the service by our
service employees though. We hope that will work best for us and our clients.

Answer to the question no 05:

As you know there are four basic strategies for service and they are, fully focused strategy,
Market focused strategy; Service focused strategy, Unfocused Strategy. For our Dry cleaning
service we follow fully focused strategy because our service range is limited, we serve washing
clothes, and our market is few.

Answer to the Question no 06:

A service consists with two product element to perform it function. The two product elements are
core service and supplementary services. Core service is the core set of benefits and solutions
delivered to customer while the supplementary services are service-related activities that
surround the core product. In our service our core business is cleaning the clothes. Besides our
supplementary service is to take order from online, phone call, we collect their unwashed staffs
from their mentioned place and after washing those things distribute it as a parcel at their place.
Answer to the question no 07:

As we mentioned earlier, we choose Dhanmondi to establish our head office. We would firstly
provide and deliver our services across Dhanmondi and its related areas like
Mohammadpur,Lalmatia,Adabor as our startup. By doing this we could easily deliver to our
customers within 2 days. For emergency we will serve them within 24 hours with extra charge.

Answer to the Question no 08: Overcoming the intangibility factor of our service-

Virtual receptionist to take phone calls and messages, and answer basic customer questions. Our
reception rooms physical environment, in our website we show our machines, what technology
we use for dry wash. And our packaging also overcomes intangibility.

Answer to the question no 09:

To achieve customer delight in future we will take some steps like as we know people like new
things so we can add some supplementary services like customer can payment their bills by
mobile banking, Bkash, credit card. We will try to improve our delivery system, to deliver their
product within 24 hours. To take order so easily we would like to launching app. For more
customer satisfaction more innovative technology we will use for cleaning.

Answer to the question no 10:

Customer service, no matter good or bad, has a profound effect on customer’s long-term buying
behavior. If we want to be on the right side of the customer service road then get together with
our team today and plan different ways on how to impress and delight customers. By
understanding customer’s needs and satisfactions, acknowledging customers feelings, doing our
responsibility right as per our policies. Keep promise to the customers. Effective complain
handling may help us to achieve customer delight by increasing their satisfaction and loyalty.

Answer to the question no 11:

We would like to use these strategies to reduce customer complaint barriers.

1. Convenient by printing customer service hotline numbers, email and postal address on all
customer communications materials.
2. Re assuring customers that their feedback will be taken seriously and benefit of doubt
always goes to them.
3. And pay off by having service recovery procedures in place and communicating with the
customer.
4. Thank customer for giving feedback
5. Train our frontline employees not to hassle with customer and make sure customer feel
comfortable.
6. If our customer complains about our service we again clean their product. But if we
damage customer product while washing and pressing or lost by any chance our company
will take full responsibility for that. And we repair it without taking fees. If the product
cannot repair we give money as compensation.