BARB1013 PRINCIPLE OF MARKETING

MAJOR GROUP ASSIGNMENT

SEPTEMBER 2021

TOPIC:
SMALL BUSINESS MARKETING PLAN FOR YEAR 2022

PREPARED BY:

# NAME OF MEMBER MATRIC NO CENTER

1 YOGAVALLI D/O RAMESH MC21094513 MAIN CAMPUS

2 NUR AMISHA BINTI ISHAR MC210914267 MAIN CAMPUS

3 YUGAPRIYA A/P SIVAKIANAN MC210915085 MAIN CAMPUS

PILLAI

SUBMISSION DATE:
14 NOVEMBER 2021
 TOPIC 1: BUSINESS BACKROUND
BUSINESS PROFILE

The BIO Laundry Service is a company which provides a better quality of services to their customers.
This laundry located at No 19, Jalan S2 G2, Garden Avenue, Seremban 2, 70300, Seremban, Negeri
Sembilan. It is located nearby housing area so easily can attract the customer. This laundry also
maintains high standard in services. This laundry built on 14 March 2001 by MR Rajen s/o Bala. Mr
Rajan is Mrs Muragam’s uncle. After Mr Rajen passed away, Mrs Murugama who owner of this
laundry now has took over this laundry business on 15 November 2016. As per what the owner said,
the motive to open up this business is, it is their family business for past 2 generations. Therefore, this
owner, Mrs Murugama is running up this business successfully until now. Since this is a family
business, the owner running this business with the major help and support of her family members. Her
husband and 2 sons are Mrs Murugam’s pillar of this strength to continuously bring up this business
with improvements. The BIO Landry Service focus on satisfying the customers’s and tries trust at any
cost. They take care each item of the customer with keen respect. Maintaining the brightness of
clothes, high quality ironing, and use of antibacterial laundry cleanser make the company distinct
from the competitors. laundry service is providing wash and clean clothes to the customer it includes
washing, drying, folding, and ironing the clothe. They also providing special services for customer’s
demand and also provide pick and drop service. The register number of this business is NS0084557-
A.

NAME OF THE OWNER : MURUGAMA D/O SUBRAMANIAM

AGE : 39 YEARS OLD
DATE OF BIRTH : 7 JANUARY 1981
 TELEPHONE NUMBER : 016-9657331
HOME ADDRESS : NO 5, TAMAN BUKIT MERBOK RIA 1,
TAMAN MERBOK RIA, 70300,
SEREMBAN,N.S.
EDUCATION LEVEL : SPM
MARITAL STATUS : MARRIED
MODAL OF BUSINESS : RM50000
EXPERIRNCE LEVEL IN BUSINESS : 5 YEARS
NUMBER OF DRYER USE IN
LAUNDRY : 3 (ELEKTROK BRAND)
NUMBER OF WASHING MACHINE
USE IN LAUNDRY : 5 (ELEKTROK BRAND)
NUMBER OF HAND IRON USE IN
LAUNDRY: 3
NUMBER OF IRON BOARD USE IN 3
LAUNDRY :
OPERATING HOURS : MONDAY – FRIDAY :10AM-8 PM
SATURDAY: 10 AM- 5 PM
SUNDAY: OFF
PUBLIC HOLIDAYS : 10AM-3PM
MISSION : PROVIDE THE CUSTOMERS A
HYGIENE LAUNFRY SERVICE BY
USING ANTI BACTERIAL LAUNDRY
CLEANSER IN THEIR WASHING
SYSTEM.
VISION : TO BECOME A TRUSTED AND
EFFICIENT LAUNDRY SERVICE. WANT
TO PROVIDE QUALITY SERVICES TO
CUSTOMER THAT EXCEED THEIR
EXPECTATIONS AND MAKE THEM
DELIGHTED CUSTOMERS.
SIZE OF SHOP LOT : 2,250sqft

TOPIC 2 : COMPETITORS

Cleanpro Express Dobi Athirah Champro Express

Description of - Hygienic, healthy and - Normal laundry - Normal laundry
the laundry environmental friendly business business
self- service laundry
based. - Alamat: - Alamat:
80, 75, Jalan S2 93-106, Jalan S2 G2,
- Alamat: G1, Garden Garden Avenue, 70300
NO 102- , Jalan S2 G2, Avenue, 70300 Seremban, Negeri
Garden Avenue Seremban, Negeri. Sembilan, Malaysia
Seremban 2, 70300
Seremban, Negeri
Sembilan, Malaysia.

Type of service - Vending machine - Laundry - Ironing

and Facilities - Coin exchange machine - Dry cleaning - Folding
- Massage chair - Contract laundry - Dry cleaning
- Kiosk machine - Drop off service - Handwash
- WIFI
- High tech washers and
dryers
- Repairing and servicing
the machines
- Providing spare parts for
the machines
- Preventive maintenance
for the machines
- Provides researching and
development.
Pricing Garments: - Shirt/T-shirt: Rm8 - Shirt: Rm2.00 (1kg)
- Shirts: Rm3.50 (1kg) (1kg) - Pants: Rm2.50 (1kg)
- Trousers: Rm3.50 (1kg) - Baju kurung and - Saree: Rm10 (set)
- Jogger pants: Rm3.50 baju melayu (set) : - Coat/Blazer/Jacket:
(1kg) Rm16 Rm10
- Pants: Rm3.50 (1Kg) - Tudung/Scarf: Rm - Punjabi suit: Rm9
- Dress: Rm3.50 (1kg) 6 (1kg)
- Jubah: Rm16 (1kg)
Household:
- Duvet: Rm15 (per piece)
- Comforter: Rm20 (per
piece)
Promotion - Chinese New Year - Festive holiday - Monthly promotions
“Snap and Win” promotions
- Pay Reload Promotion
- Cleanpro Go Contest

Unit Selling - Award winning laundry - Easy to use - Good customer service
Point - Eco friendly - Has a clean area - Experienced staff
(Strength Of - Has wifi
Competitor)
- Opens 24 hours
 Similarities Between The Competitors

Amongst the three competitors which is Cleanpro Express, Dobi Athirah and also Champro Express,
they all provide the same services that is washing, drying, folding, and ironing. This shows that all
laundry shops have the same services but what is differentiating them is that the quality of the service
and also the quantity of consumers who goes to these laundry shops based on their preferences.

TOPIC 3: THE CONSUMER

Segmentation

Demographic Age
- Within the age range of 22 to 50 years
old.

Occupation & income

- Mostly the full-time workers.
- people with busy schedule involved.
- Moderate to high income.
- Spa centres, saloon workers.
- Hostel students
 Culture
- Foreigners
- Cultural conscious people
Location
Geographic - People who live around the area.

Customer Loyalty
- Loyal towards the service and
provider.

Special Occasion or Time based

- Requires during special season,
festivals.
Behavioural Purchase and usage behaviour
- Recommendation.
- Reviews and Ratings.

Benefit Sought
- Satisfied with the service.
- Quality conscious
- Benefits
Lifestyle
Psychographic
- Used to not doing laundry at home.

Target market
The target market is the behavioural segmentation. Targeting the loyal customers. They will stick to
one laundry service all the time. As they are confident and satisfied with our service they tend to
recommend it to other people. For example, recommending to their friends and family who looking
for a good laundry service as they are satisfied with our service. Not forgetting this becomes free
promotion for the laundry service. Followingly, purchase usage behaviour where they give good
ratings which helps bio laundry to gain new customers who are benefit sought. For example,
customers who prefer quality over quantity will always look for good ratings. Then, the special
occasions where customers will be requiring specialized laundry service will look up to our service
with good ratings from the previous customer. These customers will also enjoy membership prices
offered at bio laundry. In conclusion, bio laundry can reach to new customers by targeting behavioural
segmentation and able to gain loyal customers.
 TOPIC 4: Marketing Plan

Value Proposition & competitive Advantage :

To identify the value proposition for BIO Laundry Service have to define the target market. The
customers who come to this laundry are age between 22 to 55. They are mostly whom full time
workers and working in busy schedules. Since the BIO Laundry Service located nearby housing area
so easily attract the customers to visit the laundry. The customers are mostly moderate to high
income. They are mainly from join family and bachelors come to BIO laundry. If we see in gender,
for the most part is male compared to female (60% male, 40% female). Therefore, there is a
explanation why costumers should buy the service from this laundry instead of a competitor. There is
3 competitors around the BIO Laundry. There are some type of service and facilities in competitors
laundry such as vending machine, dry cleaning and folding. But why still customers need services
from the BIO Laundry Service. This is because BIO laundry provide the customers a hygiene laundry
service by using anti bacterial laundry cleanser in their washing system and have special washing
methods for those requires a separate washing methods. By this customer will satisfy with the service.
This are the benefits in this BIO laundry services so customers should buy the service from here
instead of a competitor. Moreover, there is also some pain point of the service solves. In this laundry
they provide a high quality detergent to wash the customers clothes. So it’s pretends from itchiness
when customers wear it. It is very save to customers health and skins. They also provide a separate
washing methods to customers whom request such as use different washing machine rather than use
usual machine. The BIO Laundry Service has a very strong workers who will make it sure to the
customers to provide their clothes on promised date and people will feel the changes. Furthermore,
there is a mission statement to the BIO Laundry Service which is provide customers a hygiene
laundry service. Then the goal to offer their customers a valuable long term laundry service . Now a
day’s people become more conscious about their dressing and they want their self more prominent
due to their clean and shinning cloths. They dedicate to compete customers satisfaction. Moreover the
vision statement of this laundry is to become a trusted and efficient laundry service. Want to provide
quality services to customers that exceed their expectations and make them delighted customers. They
give to their customers surety that once they hand over the clothes to the workers, they are in the safe
hands and won’t hamper the quality of their clothes. Maintaining the quality of the clothes is what
they believe in along with timely delivery of the clothes to the customers. One of the things that give
they competitive advantage over others is delivering the clothes to their customers at their
convenience. Being pick and drop providing services, we usually drop clothes at fixed time but there
are certain customers who are working till late in night so as per their convenience they will go and
drop their clothes at specified time. Moreover, Bio Laundry services have customer loyalty programs
such as every person loves to be gifted with discounts and also treated especially at times. They also
have membership discounts for their member. Another competitive advantage to BIO laundry over
other competitors is they invite customers to come every first week of months and give ‘first week
offers’, for example two washing loads for one price.
Objectives

- To maintain profits.
- To create best customer service.
- To make a product or services more reliable to customers.
- Produce net profit.
- To establish a good brand to customer.
Marketing Mix
Product

1. Wash and dry services

Bio laundry providers quality wash and dry service to their customers. They wash their clothes with
utmost care. For example, they carefully wash and dry the clothes to support the original quality of the
cloth including its brightness. They also carefully picked their laundry detergents and softeners of the
best quality. In addition, they also have a special solution for the clothes which needs special concerns
like colour fading. They also have the best quality dryers. 

2. Dry cleaning

Nowadays they clothes are manufactured together with their special washing methods. Dry cleaning is
one of them. Clothes like this should be washed carefully without water. Thus, bio laundry also has
specialised dry cleaning machine which can clean dry cleaning clothes as suits, jackets perfectly.

3. Ironing and folding.

Bio laundry also have ironing and folding service for their customer. The clothes will iron carefully
and folded properly. Upon customers request bio laundry provides the clothes by hanging them on
hanger with a plastic cover on top of them to ensure the quality and to avoid the folding marks.

4. Steam ironing

Steam ironing wasn’t on their services when bio laundry started. Hence, the customers required to go
to different shop to steam ironing their clothes. However, bio laundry noticed it and some customer
even requests them to add it on their services. Upon to customers request bio laundry added steam
ironing. Then customers don’t need to go to elsewhere for the steam ironing. Bio laundry carefully
handle the clothe while steam ironing.

5. Hand Wash
Every cloth has different texture, type, and quality. Therefore, some delicate clothes required hand
washing to maintain its original quality. For that concern bio laundry offers hand washing service.

6. Cloth repairing and special care

Its common that we get stains on our clothes even the expensive ones. But with the detergents we
couldn’t always remove and at that time bio laundry ready to help their customers. Bio laundry have
some special solution to completely remove the stain. However, the customers should bring the
affected cloth within two days after got the stain mark. Some clothes hard to remove and it may
include some extra fee as it takes a lot longer compared to the one brought earlier.

7. Fast services

There is some fixed time for each service however bio laundry is offering fast service for the
customers who request for it with some additional fee. But the quality of the service will remain same
even if it is done faster. As bio laundry always emphasis the satisfaction and needs of customers they
add this on their services list. So, this might be a good choice for those who are rushing and doing
things last minute.

8. Delivery and pickup service

Bio laundry also provides delivery and pickup service. This service is offered by them to make their
customers works easy. Bio laundry also allows their customer to alleviate the delivery and pickup
service of customers. For example, if the customer works night shift bio laundry accepts to get the
clothes from the customer in the morning and same goes for delivering the clothes later. This ensures
the customer are always satisfied with the service of bio laundry. In addition, they also charge small
amount of fee for the delivery and pickup.
Price
The prices are calculated and determined based on three categories and the types of fabric, cloth, and
services. Normal customer and open service price.
1. Open services / Normal customers

Types of item Price (RM)

Coat RM 150.00 each
Pants (jeans) RM 45.00 each
Punjabi Suit RM 15.00
Sarees RM 65.00 each
Leather Jackets RM 90.00 each
Shirts RM 30.00 each
Suit RM 200.00
Blanket (single) RM 50.00 each
Blanket (double) RM 70.00 each
Bed sheet/cover (single) RM 55.00 each
Bed sheet/cover (double) RM 75.00 each
Pillows RM 10.00 each
Curtain (small size) RM 90.00
Curtain (medium size) RM 120.00
Curtain (large size) RM 150.00
Sofa cover RM 60.00 each set

2. Membership customers

Bio laundry is providing special offers for membership customers. The offers vary according to the
services choose by customer. The special discounts range is starting from 14% to 29% .

3. Urgent and Special Care services

Due to the time limitation for urgent services bio laundry charging some extra fee. The exceeding fee
is start from 10 % goes up to 25%. For this also the extra fee is determined based on the service
requested by customer.

4. Pickup and Delivery charges

Bio laundry offers this service with a reasonable fee. The charges go from 4.50 to 7.50. The fee of
delivery and pickup can be different based on the time, place, and the amount of clothes.

Place
Bio laundry provides their services to the customers in the very strategic location where customers
feel comfortable. Bio laundry is situated in shop lot which includes other shops near them. This will
be comfortable for the customer as they can finish all their works in one place.

Promotion
Bio laundry is also focused on promotion as it involves increasing the customer. For this concern bio
laundry used different techniques and methods. The following are the promoting techniques used by
bio laundry in

1. PAMPHLETS
2. EXCLUSIVE OCCASION DISCOUNTS
3. BANNERS
4. SOCIAL MEDIA PROMOTION
5. NEWSPAPERS

People
Bio laundry never forgets about their employees and customers. Therefore, they always ensure
wellbeing of their customer. As bio laundry belief if we treat the employees the best they will do the
same to the customers. Including providing quality services for customers. It satisfies and fulfils the
needs of the customer. This quality where bio laundry puts the people first is one of the reasons for
their customers.
 MARKETING PLAN FOR BIO LAUNDRY SERVICE
OVERALL GOAL: TO INCREASE REVENUE 10% BY 2022

OBJECTIVES STRATEGIES TACTICS MEASUREMENT

To Providing and -Create social -Good customer -Customer
developing networking to book service satisfactions and
technological the appointments. retention
solutions -Customer save time

Gain more loyal -Offer special offers -provide free delivery. -two weeks before
customers. during festive season. -3 free laundry service festive season offer
-special offers for for regular customer. free delivery.
regular customers. -self washing services. -customer who is
-include more services regular customer,
owns membership
card , exceeds 100
orders.
-customer who only
required washing
service can use this
self-washing service.
The detergent can be
bought at bio laundry
or can bring their
own ones

To be greener. To embrace world -Avoid using harmful -Gain new and

class practices and chemicals. maintain loyal
invest in the latest -Use a clothesline or customers
technology. dryer balls to reduce -easy to identify new
energy consumptions. opportunities for
new services.

PHASE ONE PHASE TWO PHASE THREE PHASE FOUR

CAMPAING TYPE JAN FEB MA AP MA JUN JUL AUG SEP OCT NOV DEC
R R Y
PROMOTION
MARKETING
FESTIVAL DISCOUNT
FIRST WEEK OFFER
SOCIAL NETWORK
MARKETING
TOPIK 5 : GANTT CHART