Marketing Plan

1.0 Executive Summary

Figure 1.0 : Exterior design of Doobee

This marketing plan presents an innovative concept for Doobee, a new self-service laundry service
with a convenience store located near Saradise in Kuching. Doobee is designed to cater to individuals of all
ages, offering a fresh approach to the traditional laundry experience. Recognizing the common challenge of
extended waiting times, we have incorporated a convenience store equipped with vending machines to enhance
customer satisfaction.

Traditionally, customers visiting laundry services spend a considerable amount of time waiting in their
cars, ranging from 30 minutes to an hour. This observation led us to introduce a convenience store within
Doobee's premises. By integrating vending machines, customers can now make productive use of their wait
time. In addition, the convenience store offers instant noodles that can be cooked on-site, providing a quick and
enjoyable meal option while waiting for clothes to be laundered.

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 Figure 1.2 : Softener and Detergent Area
Operating 24/7, Doobee ensures that customers have access to its services at their convenience. To
maintain optimal functionality, minor maintenance is scheduled twice a month. Situated in the Saradise area,
renowned for its aesthetic and minimalist cafes and restaurants, Doobee benefits from its prime location
between the airport and BDC. This strategic positioning enables us to cater to a diverse customer base,
including both local residents and travelers seeking a reliable and efficient laundry solution.

The neighborhood surrounding Doobee boasts prominent establishments such as the Everise
supermarket, Tealive, and Watson, further contributing to its appeal. Leveraging the power of social media and
online marketing platforms like TikTok, Instagram, and Facebook, we aim to create a strong online presence
and drive customer engagement. Ultimately, Doobee's objective is to alleviate the monotony of waiting for
laundry by offering an engaging and enjoyable experience for all patrons.

In conclusion, Doobee introduces a revolutionary concept that combines self-service laundry with a
convenience store. By addressing the common challenge of waiting times, customers can now utilize their time
efficiently and even enjoy a delicious meal. With its 24/7 operation, strategic location, and online marketing
efforts, Doobee is poised to become a leading player in the laundry industry, transforming the way people
perceive and experience laundry services in Kuching.ar Saradise, Kuching.

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2.0 Products/Services

Figure 2.1 : Interior of Doobee

Doobee is a new and customer-centric laundry business that aims to provide a comfortable and
affordable experience for its patrons. With a focus on convenience and value, Doobee sets itself apart by
offering a range of amenities and services tailored to meet the needs of its customers.

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 Figure 2.2 : Vending machine that sells goods

Figure 2.3 : Cooking area

One of the standout features of Doobee is its incorporation of a convenience vending machine within
the facility. This innovative addition allows customers to access a variety of products, including instant noodles.
While waiting for their laundry to complete, customers can conveniently prepare and enjoy a quick meal using
the vending machine's cooking capabilities. This unique offering not only saves time but also enhances the
overall customer experience, making Doobee a one-stop destination for both laundry and refreshments.
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 In addition to the convenience features, Doobee offers exclusive benefits for its members. By joining
the Doobee membership program, customers can enjoy a 20% discount on purchases at Tealive, a popular
beverage chain. This partnership adds value for customers, further enhancing their satisfaction and
incentivizing repeat visits.

Doobee operates on a self-service model, allowing customers to take control of their laundry needs.
With ample space and readily available detergents and softeners, customers can conveniently access all the
necessary resources to ensure a seamless and efficient laundry experience.

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3.0 Market Trend & Target Customers

3.1 Target Customer

Figure 3.1 : Housing area near Saradise

Doobee, a prominent laundry service provider, focuses its efforts on catering to the residents of
the BDC housing area. With a thorough understanding of the demographic composition in this region,
Doobee has developed a business model that aligns with the preferences and requirements of its target
market.

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 Figure 3.2 : Survey on age group

Within the BDC housing area, based on survey made, individuals aged 18 to 24 years comprise
the largest segment of the population, accounting for 48%. Additionally, 16% of the population falls
within the 25-34 years and 20% for 35-44 years age groups. This data underscores the importance of
targeting young adults who are likely to require laundry services due to their active lifestyles and
independent living arrangements.

Figure 3.3 : Survey on customer’s occupation

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 Doobee's customer base primarily consists of students and workers, constituting 56% and 24% of
the total customer population, respectively. This information highlights the diverse nature of Doobee's
clientele and necessitates the provision of services that are tailored to the unique needs and preferences of
both student and working individuals.

Figure 3.4 : Survey on how customer discover Doobee

When it comes to customer acquisition, word-of-mouth plays a significant role, with 52% of
customers discovering Doobee through recommendations from friends. Social media platforms also
contribute to customer engagement, with 12% of customers learning about Doobee through Facebook.
These findings emphasize the importance of maintaining positive customer experiences and leveraging
social media channels to further expand Doobee's reach.

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 Figure 3.5 : Survey on the visit frequency per customer

In terms of customer behavior, the majority of customers visit Doobee once a week (42.9%),
while 23.8% of customers frequent the establishment twice a week. On average, customers spend
approximately RM10 to RM15 per visit. These insights demonstrate the consistent demand for Doobee's
services and the willingness of customers to invest in a service that meets their laundry needs.

Moreover, customer feedback reflects a positive perception of Doobee, with customers

highlighting its affordability, student-friendly atmosphere, pleasant environment, aesthetic appeal, and
cozy ambiance. Such feedback is invaluable as it not only reinforces the strengths of the business but also
presents opportunities for further improvement and growth.

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3.2 Market size

Population in location selected (BDC) = 59,000

Population x Average Price = Market size
59,000 x RM13 = 767,000
Our sales forecast is 3% from market size
767,000 x 3% = 23,010 customers (per year)
From sales forecasting we would be able to generate how many customers per year.
Our service price is RM7 per wash and RM6 for dryer = RM13
23,010 / 12 = 1918 customers (RM24,934 per month)
1918 / 31 = 62 customers (RM806 per day)

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4.0 Unique Selling Proposition and Competitive Analysis

4.2 Unique selling proposition

Figure 4.0 : Cooking area

Doobee sets itself apart from other laundry services by offering a unique and enhanced experience
that combines comfort, affordability, and convenience. Unlike traditional and often mundane laundry
facilities, Doobee creates a comfortable and cozy environment for its customers without compromising on
affordability. With Doobee, customers can enjoy their laundry routine while also indulging in delicious
food options, transforming the waiting time into an enjoyable and satisfying experience. By addressing
the common boredom associated with waiting for laundry, Doobee aims to make the entire process more
engaging and entertaining for customers of all ages.

One of the direct competitors to Doobee in the laundry service market is "The Laundrette." While
other laundry services may provide basic and simple amenities, Doobee stands out by offering a distinct
feature—providing customers with a designated space where they can cook their meals while waiting for
their laundry. This unique combination of laundry services and a place to cook sets Doobee apart from its
competitors in Kuching, Sarawak. This innovative concept is inspired by the popular Korean laundry

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services that provide customers with a more immersive and enjoyable experience.

Figure 4.1: Laundry area

By introducing a new kind of laundry service that combines comfort, affordability, and culinary
delights, Doobee is poised to capture the attention of both young and old customers. With the absence of
similar laundry services in Kuching, Doobee has a competitive advantage that is likely to generate
significant interest from the local population. The appealing concept of Doobee, which addresses the
monotony of traditional laundry services and introduces a more engaging and enjoyable experience,
positions it as an attractive option for customers seeking a fresh approach to their laundry needs.

In conclusion, Doobee differentiates itself from other laundry services by providing a comfortable
and affordable environment for customers. By offering a unique combination of laundry facilities and the
opportunity to cook, Doobee aims to make the waiting time less boring and transform the laundry
experience into an enjoyable activity. With its innovative approach and absence of similar services in the
area, Doobee is poised to capture the attention of both young and old customers in Kuching, Sarawak.

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4.2 Competition analysis - Strength and weakness of competitors

Competitors Strength Weaknesses

The laundrette The laundrette are one of the first It is not a comfortable place to as
laundry services in BDC area. they don’t provide seat and some
machine are broken.

Green Wash Coin Green Wash coin comes with It is old and located around dark
free detergent and softener and unsafe area

WellClean Laundry and Dry It is comfortable and cozy and in Their service is a bit pricey
cleaning laundry services industry for 20 which is RM10.50 per KG
years.

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5.0 Pricing and Sales Volume Potential

Doobee offers competitive pricing for its laundry services, with rates of RM5 for 13kg
loads and RM7 for 20kg loads. In addition to the affordable prices, customers also benefit from the
complimentary provision of detergent and softener. Furthermore, the vending machine at Doobee
provides a range of instant noodles with prices ranging from RM1.80 to RM5.70 per packet, offering
customers affordable meal options while they wait for their laundry.

Service Pricing

13Kg loads of washing machine RM5

20Kg loads of washing machine RM7

20Kg loads of Dryer machine RM6

Vending machine goods RM1.80 - RM5.70

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5.1 Sales Forecast
Sales forecasr for year :
Month Sales Forecast (RM)
January 22,323..00
February 20,354.00
March 22,343.00
April 21,465.00
May 19,656.00
June 19,676.00
July 19,878.00
August 20,697.00
September 21,357.00
October 23,677.00
November 24,677.00
December 24,988.00
Total 255,091.00

Sales Forecast by year:

Year Percentage Increase (%) Sales Forecast ( RM)

1 - 255,091.00

2 15 293,354.65

3 25 318,863.75

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6.0 Location Analysis

Doobee, a premier laundry service, boasts a strategic location near various housing areas, including the
prominent Lush Residences. Situated in Saradise, a renowned and vibrant neighborhood, Doobee benefits from
its prime location within the bustling city of Kuching, Sarawak. This strategic positioning makes it easily
accessible for residents in the vicinity and beyond.

Figure 6.0 : Housing area near Doobee

Saradise is a mixed development that encompasses residential developments, retail outlets, and shop
offices. Previously known as Moneta de Boneo, this leasehold development has gained popularity for its
diverse offerings and convenient location. The surrounding area comprises a mix of residential developments,
creating a thriving community that provides a constant flow of potential customers for Doobee.

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 The shop offices at Saradise have garnered attention, offering 132 units across three storeys. Designed
to accommodate various businesses, including F&B outlets, lifestyle shops, and professional practices, these
shop offices provide a prime opportunity for Doobee to establish a prominent presence. Their high visibility
from the main road, Jalan Stutong, ensures that Doobee can capture the attention of passersby and attract a
steady stream of customers.

Figure 6.1 : Location of Doobee

Situated in a matured residential precinct, Doobee benefits from the vibrant main road of Jalan Stutong,
which enhances its visibility and accessibility. Furthermore, the proximity to Kuching International Airport, a
mere 9-minute drive away, makes Doobee an attractive option for customers requiring frequent travel.
Additionally, the city center of Kuching is just a 15-minute drive from Saradise, easily reachable via the well-
connected main trunk roads of Jalan Stutong and Jalan Stutong Baru. This mature and peaceful location
provides an ideal setting for Doobee to establish itself as a go-to destination for laundry services in the area.

In conclusion, Doobee's strategic location at Saradise in Kuching offers numerous advantages. Its
proximity to residential areas, including Lush Residences, ensures a steady customer base. Furthermore, the
vibrant and well-developed surroundings of Saradise, coupled with its accessibility to major roads and the

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airport, contribute to Doobee's potential for success. With its prime location and favorable market conditions,
Doobee is positioned to become a preferred laundry service provider in the Kuching area.

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7.0 Marketing Strategies

7.1 Branding

Figure 7.0 : Doobee Signboard

Doobee, our carefully crafted laundry shop, embodies a brand identity centered around
comfort, aesthetics, and customer satisfaction. With our motto, "freshness you can feel," we aim to create an
atmosphere that resonates with our target demographic, primarily composed of students and workers, as
indicated by our survey results. To effectively reach and engage our target audience, we have strategically
chosen Facebook and TikTok as our primary branding platforms, harnessing the power of social media and
word-of-mouth marketing to spread awareness about Doobee.

At Doobee, we prioritize both comfort and aesthetic value. Our visually appealing and
thoughtfully designed laundry store exudes a sense of coziness and luxury while maintaining affordability. The
logo, sporting shades of brown and khaki, reflects current trends and captures the essence of our brand.
Through our branding efforts, we aim to convey the story of how Doobee provides a more comfortable and
enjoyable laundry experience compared to other traditional options.

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 Figure 7.1 : Doobee Logo

Based on our survey findings, customers often endure wait times ranging from 30 minutes to
1 hour for their laundry to be completed. Doobee aims to address this challenge by offering a relaxing and
productive environment. By enjoying a meal and engaging in other activities while their clothes are being
washed, customers can feel at ease and make the most of their time. With Doobee, we are confident that
customers will not only have clean clothes but also a rejuvenating and hassle-free laundry experience.

In conclusion, the branding of Doobee centers around the core values of comfort, aesthetics,
and customer satisfaction. Through platforms like Facebook and TikTok, we strive to create brand awareness
and generate positive word-of-mouth. Our visually appealing store design, captivating logo, and focus on
addressing customer wait times contribute to the unique and enjoyable laundry experience we offer at
Doobee.Distribution – How will you communicate about your product with your target customer?

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7.2 Promotion and Advertising

Figure 7.2 : Doobee Facebook social media

Doobee, a prominent laundry service provider, has developed a comprehensive set of
promotional strategies to effectively engage its target market in the housing area around BDC. One of the
key promotional tactics employed by Doobee is the distribution of coupons and vouchers. For instance,
customers can enjoy a 10% discount voucher for every visit on Mondays, encouraging repeat business
and customer loyalty.

To further increase customer participation and brand awareness, Doobee organizes

giveaways and social media contests. An exciting example of this is the TikTok video contest, where
customers are encouraged to film creative 10 to 20-second videos at Doobee using the hashtag
#DoobeeFYCF. Winners of the contest have the chance to win AirPods (2nd generation) worth RM629.
These engaging contests not only generate buzz and user-generated content but also create a sense of
excitement and community around the Doobee brand.

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 In terms of advertising, Doobee has strategically partnered with local YouTubers and
influencers to promote its laundry shop. Influencers such as Asykalx, Elyshia Abegail, and Kimberly
Fong, who have a substantial following in Kuching, have been hired to create engaging video content
about Doobee. These influencers, at a total cost of RM2500 for three videos, share their experiences and
promote the unique aspects of Doobee through their social media platforms. By leveraging the reach and
influence of these local personalities, Doobee aims to create viral content that attracts a larger customer
base and establishes itself as a creative and comfortable laundry service provider.

Items Price

10% Coupon and Voucher for RM20 to make Voucher card

every monday visit
Promotion Airpods (2nd generation)
giveaway RM629
Hiring Local influencers such as
asykalx, Elyshia Abegail, RM2500
Advertising Kimberly Foo to promote
Doobee
Street light advertising RM550 per month x 20pole
(20 pole) = RM 11,000

Total RM14,149

In conclusion, Doobee employs a range of promotional strategies to engage its target

market and increase brand visibility. Through coupons, vouchers, giveaways, and social media contests,
Doobee incentivizes customer participation and fosters a sense of community. Additionally, by partnering
with local influencers and leveraging their social media presence, Doobee maximizes its reach and
amplifies its message to create a viral marketing campaign.

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