Group 42A:

University of the People

BS5112 Marketing Management Aliyu Garba Muhammad
AY2021-T3 Catherine Benson
Cynthia Christiany
Dr. Frank Billingsley Mohammadreza Ganji
Ramez Katamaech
Background
Eco Premium Ltd is a privately owned company
operating within South Asia countries that was
established in 2020 at the onset of the Coronavirus
pandemic. If you are looking for a one-time or contract
cleaning company in South East Asia, we can offer you
Objectives
To build an environmentally friendly and safe product
that serves the customers throughout ASEAN and
South-East Asia and expand the business to Europe in
the next 5 years.

a full range of professional cleaning services. Our

highly experienced and talented team can provide
bespoke services to your particular needs and
requirements.

Limitations Result
To retain satisfied customers with a comprehensive customer
● Insufficient capital service that makes the customer retention more effective.
● Growing reputation, presence and reach Consequently, satisfied customers become loyal to the brand,
and makes it easier to retain them.
• Company Introduction
• Marketing Strategies
• Customer Retention Strategies
• Customer Loyalty Strategies
• Recommendations
Eco Premium Ltd
Eco Premium Ltd is a privately owned company operating
within South Asia countries that was established in 2020 at
the onset of the Coronavirus pandemic. Our mission is to
ensure a clean and safe environment for you and your loved
ones. Our work covers a range of projects in the facility
management industry. Our flexibility allows us to be
involved in the cleaning management of residential and
commercial buildings, hospitals, shopping centers, schools,
warehouse etc.

If you are looking for a one-time or contract cleaning

company in South East Asia, we can offer you a full range
of professional cleaning services. Our highly experienced
and talented team can provide bespoke services to your
particular needs and requirements.
Products & Services
Service
Cleaning + Disinfecting Service
Whether it’s your house, office, apartment, warehouse or even hotels and schools,
Eco Premium team will come to your place and disinfect your environment. Our
highly trained team will be bringing test kit to test your house before and after the
service to give you a peace of mind
Eco Premium also provides a 2 weeks after service satisfaction guaranteed, so do
not hesitate to contact us if you have any issues with the results. We will be more
than happy to resolve any matters raised at no extra cost to you.
Products
Disinfecting solution
We are the reseller of disinfecting solution that has been certified by the FDA and
government as effective in killing viruses and germs, especially Covid 19 viruses.
Our product has been used in many shopping malls in big cities and has been
proven to kill 99.9% viruses and bacteria
Unique Selling Points
• Highly trained personnel

• Eco-friendly and environmental-friendly

• Government certified disinfecting solution

• Premium quality at cheaper price compared to top brands.

• Safe for children

• 2 weeks satisfaction guaranteed

• 24/7 service
Quality

benchmark
ISS
Eco
Premium

Price

Other small
cleaning
companies
Factors affecting
the price
Factors affecting the price
Frequency of Cleaning
How often a client's space needs cleaning/disinfecting
Getting pricing right can be a little tricky. When you charge high for determines the price for services offered.
services, you risk losing your customer. Similarly, by charging low
prices for services offered, you risk losing money and probably end up Location
working free (Marino, 2019). To come up with a reasonable cost for The distance from the company to the client's space
our services, we considered the following factors.
determines the pricing for our services. The further the
The Size of the Space location, the more time to travel, the more we have to
How big a client's space will determine the pricing for services charge to cover these costs.
offered. The bigger the size of the client's space, the more cleaning
supplies needed, the more time required, and consequently, the higher
Demand
the price for the service and vice-versa.
Demand for cleaning/disinfecting services varies from
The type of Cleaning place to place. Certain areas have higher or lower going
From simple cleaning/disinfection to deep cleaning, which is more rates than other regions. The higher the demand for
thorough and requires more cleaning supplies. The pricing will be services, the higher the price and vice-versa.
different. While charging lower prices for simple
cleaning/disinfecting, the company charge higher prices for deep
cleaning/disinfecting.
Place [Distribution Channels]
Eco Premium HQ is located in Singapore, the base of many
international companies looking to target the South East Asia market.

In other south east Asia countries like Indonesia, Malaysia, Thailand,

and Vietnam, branches will be set up by finding local companies to
collaborate with.

The branches will be located in areas close to residential areas and

CBD (Central Business District) areas in big cities of each country.

Each country will have 1 building as a TRAINING BUILDING to

train new personnel or introducing new technique and technology.

Eco Premium disinfecting solution will be sold online and can be

shipped globally.

Aside from brick and mortar store, Eco Premium service can be
booked online using app that can be downloaded from Apple App
Store and Google Play Store.
Promotion
Advertising
Traditional:
As the branches are located close to the business centers and residential area,
salesperson can go door to door and spread out flyer
Set up OOH (out-of-home) in community centers
Set up demonstration booth in community centers to generate leads.

Digital:
Set up website as information center
Set up microsite (one paged) for campaigns
Utilize EDM (Electronic Direct Mail) to collected leads
Use Google ads

Social Media:
Facebook, Instagram, YouTube, Tiktok and Twitter
Utilize facebook ads
Have influencers and KOLs (key opinion leader) to review Eco Premium service
and product

Sales Promotion:
Since Eco Premium is still in the early growth stage, to increase sales we can
provide a price discount to encourage people to try our service and products
- Professional service by trained personnel
- Cheaper price than international cleaning
company
- Using Green products that is safe for
children
- 24/7 service
- Have satisfaction guarantee
- Emerging need for disinfecting service
and products due to the pandemic
- Large potential market
- More and more disinfectant solution is
introduced to the market, so more variety
for the products sold
- Insufficient capital
- Limited manpower
- Reputation, presence and reach are still
lacking
- The vaccination may reduce the demand
for cleaning and disinfecting service
- The decrease of buying power due to
recession caused by the pandemic
- More competitors entering the market
- New technologies allowing people to
easily disinfect their own houses
 Target Market: Competitors Analysis:
Male & Female Major competitors are
Age 21-60 (productive age) international cleaning
Live in big cities companies like ISS
Mid-High SES Other competitors are small
Mid-High Income Level disinfectant companies which
Health Conscious do not offer 24/7 service
Willing to pay for health The prices are very expensive
products

Marketing Strategy Used to Launch the Product:

Launching Period
Warm Up Period Asked at least 5 influencers to
Post Launch
Post teaser ads in social media post in social media at the same Have different lifestyle
Print flyers time influencers to review the service
Provided price discount on the and product every 2 weeks
Utilize Radio Ads
launching period Run Facebook ads
Going door to door
Set up demonstration booth in Open booth in many business
community centers and business events
centers
Customer Retention
For any business to survive, it must look after its customers. For any business,
customers are its most important resources. Business owners have understood this,
hence the reason they spend so much to acquire customers (Gallo, 2014). However,
for business continuity, businesses need to device strategies to retain the customers
acquired. According to (Olson, 2020), “Customer retention refers to a company’s
ability to turn customers into repeat buyers and prevent them from switching to a
competitor.”

Getting customers to buy our products/services is one thing, but retaining them so
that they always opt for our product/service is entirely different. According to
(Gallo, 2014), "Acquiring a new customer can be five to 25 times more expensive
than holding on to an existing one." Therefore, we can channel the resources that
would have been expended on getting new customers to other important things if
we can retain our customers.
 Good customer retention means Eco Premium does not need to
Customer Retention
spend big on marketing, advertising, or sales promotions (Olson,
Cont 2020). Since our customers already trust the brand from previous
encounters. It is easier to turn them into repeat customers. Thus,
ensuring our chances of survival.

Customer retention increases the possibility that our customers will

recommend us to other potential customers. Consequently, creating
that cycle of retained customers which leads to more business
opportunities (Professionals, n.d.). Hence, increasing our business
stability.
 According to KPMG (2014) the top most significant revenue
Customer driver is customer retention at 52% as against customer acquisition
at 45%.
Retention
Hence customer feedback strategy is crucial in order to offer
Strategies cont... tailor-made services to consumers. Kulbyte (2021) and
Bernazzani (n.d.) both advocate for this strategy.

This could be done through surveys utilising user tester groups or

by creating focus groups to this end.

Eco Premium have feedback programs with reward elements to

encourage consumers to partake in them.
Customer Retention Strategies
Bernazzani (n.d.) defined customer retention
programs as a set of schemes intended to
increase customer value and to encourage
re-purchase and so they can tell others about
the product or service.

She listed some examples of customer

retention strategies:

Onboarding Program: this entails organizing

company’s representatives to teach customers
how to use their products.

Eco Premium have adapted this strategy

where customers are taught how to safely use
its solutions to clean their environment.

Customer Loyalty programs which will be

discussed later on this presentation.
Customer Retention Strategies
Customized and personalized customer
journey for every customer is different.
“Deliver the right message to the right
person, every time. Increasing your customer
engagement, lifetime value and repeat order
revenue” (Mention Me Retain, 2020).
Member only section or forums are great
ways to build a brand community. It will
allow a brand to bring all its dedicated fans
and supporters into a single platform
(Mention Me Retain, 2020).
Figure 1 Overall Customer Satisfaction (Singh, 2006)
 “Though customer satisfaction does not
guarantee repurchase on the part of the
customers but still it plays a very
important part in ensuring customer
loyalty and retention” (Singh, 2006).
Figure 2 Current Performance (Singh, 2006)
Customer Customer loyalty is an attachment to a brand, store, manufacturer,
or service provider due to positive experience which leads to
behavioural responses like repeat purchase (Zakaria et al., 2013).
Loyalty Uncles et al., (2003), categorized customer loyalty in three models:

1. Loyalty as an attitude that leads to a relationship with a brand

(monogamy).
2. Loyalty expressed due to revealed behavior (previous purchase
experience) (polygamy).
3. Individual characteristics and holistic purchase circumstances
(promiscuity).
 Customer Loyalty
continues.

Advocates of model 2: focuses on

matching competitors initiatives and
avoid supply shortages of their
offerings, securing wider distribution
channels.

Managers who practice model 3 utilise

practical strategies like extending store
opening hours, providing online services
or 24 hours services, special price deals
to attract competitors customers (Uncles
et al., 2003).
Customer Loyalty Strategies
There are different types of customers loyalty (Uncles et al., 2003):

1. Customer Brand Commitment (CBC)

2. Customer Brand Buying (CBB)

3. Customer Brand Acceptance (CBA)

Strategy 1: to grow the size of the brand with the main focus on CBA. This is achieved
by making the brand acceptable to larger number of potential customers. Offering greater
perceived values.
Customer Loyalty Strategies
continues...
Strategy 2: Linked to CBC

Creating a niche brand which aims to keep the

number of buyers low while increasing the
average amount purchased by customers.

There is a reduction in distribution that saves

money which is then utilized to maintain current
customers. The Body Shop utilised the strategy
in their early stage.

Farris et al., (2006) noted that selling to an

existing customer is 60 -70% while for new
customer is only 5 - 20%.
 Customer Loyalty Strategy continues
Strategy 3: this is for a big brand to become a super-loyalty brand and they have high repeat purchase, for
example Nike.

Strategy 4: here customers are exploited to desire change of pace. The penetration is higher than the
repeat purchase.
WordStream (2020) added that customer loyalty can be applied in four ways to grow the brand and
Eco Premium utilizes all four tactics.
1. Customer ‘s feedback is solicited.
2. Eco Premium celebrate most loyal customers on its social media platforms.
3. It provides incentives for repeat purchase with reward programs.
4. Rewards programmes for customers who refer others - word of month.
 Shijie and Lingfang (2013) believed that companies need to strictly
Eco Premium Ltd adhere to the customer-centric approach.
Strategies 1. Establish customer database
continues... 2. Improve internal service quality - employee loyalty by ensuring
staff satisfaction of the company.
3. Maintain good customer relations
4. Offer reasonable prices for top quality products
5. Increase the threshold of customer conversion - for example
financial reward of customer for repeat purchase.
Positive Effects of Loyalty
Programmes
Principles of Marketing (2015) noted
the following effects:

Longevity effect - good loyalty programs

strengthens the lifetime value of a
customer.

Blocker effect - loyal consumers ignores

competitors messages.

Spreader effect - consumers buy more

products from brands they are loyal to.

Accelerator effect - loyal consumers buy

more products more frequently.
Benefits of brand
If brand loyalty strategies succeed, then the benefits reflected to Eco
loyalty to Eco Premium LTD will be as follows:

Premium Ltd. 1-Reducing Marketing Spending:

According to Harvard Business Review, acquiring a new customer is costly,
five to twenty-five times than retaining an existing customer. ( Gallo, 2014)

It is common knowledge that the marketing costs of advertising and

promotion are very high, especially for startups, due to the time and efforts
it takes compared to its revenues.

Once a loyal customer base is established, the company will not have to
allocate much of the marketing budget to achieve profit. Marketing
allocations will be transferred to development and research.( Galera, 2018)
2 - leads to more frequent buying:

When the company focuses on existing customers, they will

continue to ask and buy the service, spend more, and be more
receptive to new products. (Figure 1)

According to the Gartner Group, 80% of the company's revenue

comes from 20% of purchases made by loyal customers of the
brand. .( Galera, 2018)

Figure 3 Existing Customers Contributing to Current Sales

3 - Less sensitive to price:

product's values and benefits with a lesser focus on price, as

they link the product's price to the quality and service provided
by the company. Thus Eco Premium Ltd can set a premium
price for its services and loyal customers accepting it.
4-Bring in new potential faithful consumers
(Word of Mouth Marketing):

Reichheld and Schefter (2000) from Harvard Business

School mentioned that in addition to buying more, a loyal
customer is also attracting new customers to buy from the
company. This will help the company increase the loyal
customer base, which is considered an additional income.
5- Provide Better Feedback:

As a startup company, it is essential to get good

opinions about the service provided By Eco
Premium. Clients show their views on social
media and Google, making it publicly available.
Good reviews enhance confidence in the brand
and the service offered. Loyal customers are the
brand's supporters, so they will be more willing
to provide better, more credible responses about
the product or service and more advocate for it.
Summary
Zakaria et al.,(2013), in their study pointed out that there is a
correlation between royalty programs and customer satisfaction. They
also found that offering customers special price significantly
influences customer loyalty. As well noted in this presentation, loyal
customers will remain with the favourite brand when they perceive
that their needs are prioritised.

Eco premium is committed to its customers by ensuring that our

customers’ needs remain at the heart of the service we provide - the
product, place (delivery), promotion and prize. Loyalty is
inter-related to retention of the customer and “customer satisfaction is
a direct determining factor in customer loyalty, which, in turn, is a
central determinant of customer retention” (Singh, 2006).
It is recommended for Eco Premium to re-evaluate their performance
every 3-6 months and see which sector they need to improve on

In the long term, after getting more brand awareness, Eco Premium can
consider to cut costs by going completely online and have 1 building
for warehouse and training center in each country they are expanding.

It is recommended for Eco Premium to utilize holidays as their

campaign theme, for example before Chinese holidays people are going
to clean the whole house, Eco Premium can leverage on that.
References
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https://blog.hubspot.com/service/customer-retention-strategies.

Customer Retention Should Outweigh Customer Acquisition. (n.d). Retention Science

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s%3A%20According%20to%20the,to%20be%20nurtured%20and%20cultivated

Farries, P. W., Bendle, N. T., Pfeifer, P. E., Reibstein, D. J. (2006). Marketing Metrics: 50+ Metrics every Executive Should Master.
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Galera, R. (2018, April 8). Why Customer Loyalty Is Important for Small Businesses. Digital Doughnut.
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