Marketing Plan

Submitted To:
Mam Javeria Hassan
Submitted By:
Abida Hussain
Maha Amber
Kishwar Noreen
Hira Mustafa

Table of Contents
Company
Introduction
Our Mission Statement
Vision
Our Core Values
Our Business Scope
Market Segmentation
Target Market
Differentiation
Positioning
Marketing Mix
Product/Services
Price
Place
Promotion
People
SWOT Analysis
Competitors
Macro-environment
Micro-environment

Company
Introduction
Soft touch is a modern laundry service provider in Islamabad city. Soft touch introduces a
hygiene laundry service for its customers with eco friendly machines. Our team workers focus
on satisfying the customers and tries to capture their trust at any cost. Our professionals take
care each item of the customer with keen respect. Maintaining the brightness of clothes, high
quality ironing, pick and drop at your door step and use of anti bacterial laundry cleanser make
our company distinct from the competitors.

Our Mission
Our mission is to provide our customers a hygiene laundry service by using anti bacterial
laundry cleanser in our washing system. Our aim is to provide an eco friendly service to our
customers.

Our Vision

Our vision is to become a trusted and efficient laundry service provider in Islamabad. We
want to provide quality services to our customers that exceed their expectations and make them
delighted customers.

Our Core Values

We grow our business through innovation and creativity. We treat our customers with
respect. We promote honesty and loyalty with customers and implement all business ethics in our
business.

Our Business Scope

In coming five years our business scope is to provide our best laundry services to middle
class, upper class and hostel students and to build good reputation in the field of laundry
business. Afterwards we will make our scope bigger by adding restaurants, hotels and hospitals
in our target customers.

Target Market Segmentation

We have divided our target customers into three main segments according to their
geographic, demographic and psychographic characteristics.

Geographic segmentation:
Our geographic target is the city of Islamabad that consists of 2 million people.
From this huge population our aim is to serve only middle class and upper class families
and hostel zed students.

Demographic segmentation:
In demographic segmentation we classified our target audience in following
categories:
1.
2.
3.
4.
5.

Age
Occupation
Social class
Income
Education

Explanation about above parameters is given below:

Age
Occupation
Social class
Income

Education
Psychographic segmentation:

18-50
Working class
Middle & upper class
30000 and above
Graduation & above

In psychographics we divide our target audience according to their lifestyles and

their personality.

Market Targeting

 Market Need:
Lifestyle of people is becoming more complex, working and busy. People have a
strong need for having such laundry service facilities that are not facilitated by
their present

Market Trend:
Innovative technologies are playing a wide role in market as the implementation
of these technologies in daily life activities is making our work more easy and
effiicient.
Mass media and social media is playing a wide role in creating a concept of dress
sensitivity in people. People are theirself becoming conscious about the
cleanliness of their clothes.

Target Market:

In the start of business we have targeted the working

middle class and upper class families of Islamabad
city whose income is more than 25,000 rupees. By
offering various student discount packeges we also
ad hostel students in our target market.

Differentiation
Although our competitors are very good in their business but we have defined
some distinct services in our business and we are offering all clothes related
services at one place. The main difference in our laundry service and the
competitors laundry is that we are going to provide our customers clothes a
hygiene washing and washing methods used in our laundry processes are all eco
friendly.

Positioning
Our laundry company will create a positive image in customers mind and it will
gain goodwill soon as our working staff is well trained and we are providing free
pick-up and delivery service that will help us a lot in getting the positive position
in the market.

Marketing Mix

Marketing mix of Soft Touch Company is given below:

Product/Services
Soft touch is offering following services to its customers:
1. Wash & Dry
We provide wash and dry service to our customers
with our best results. We wash clothes keeping
their brightness maintained. We use best quality
detergents in our washing processes and best
innovative machines for drying purpose.

2. Ironing And Folding

We also facilitate our customers by providing
them ironing and folding facility. We iron their
clothes cautiously and then fold them properly,
then packed them carefully for their home deliver.
3. Pick Up & Delivery Service
We also provide free pickup and delivery
service to provide more convenience to our
customers. You just call us and place your
order we will pick your filthy laundry and
deliver you a clean ironed and folded laundry
at your door step.
4. Wash It Yourself
Few people are quite cautious about their
clothes so if our customers want to wash their
clothes by themselves then we provide our
customers wash it yourself facility. They can
come to our outlet and put the clothes in the
laundry machine and rest of time they can
enjoy in our waiting area. In which we had

provided free wifi and coffee machine

for our customers.

5. Washing By Hands Service

Some clothes are so delicate that we
cannot put them in washing machines for washing purpose so we are
providing our customers a facility of washing by hands. We wash our
customers delicate clothes with care and by hands.
6. Cloth Repairing
Clothes need to be repaired time to time. Sometimes due to any damage
and sometimes due to size fitting. So we provide
our customers cloth repairing facility. Our
professional tailors repair customers cloth with
care and make them according to the customers
need.

7. Steam Ironing
Some fabrics need steam for proper
ironing so we facilitate our customers with
steam ironing facility so that they need not to
go any other place for steam ironing.

8. Dry Cleaning
Some clothes need to be cleaned without using water for this purpose we
also have dry cleaning machines that perfectly clean coats, jackets and suits
without any defect.

9. Urgent Services
We give our services to customers within given time but if any one of our
customers want our services before the actual time then we also facilitate our
customers with urgent services with few more charges.

Price

Price is an important component of promotional mix and also an important

factor for any business company. We have divided our price strategy in two major
points depending on our type of services

1. Open Services Prices

2. Membership Services Prices
3. Urgent services prices
Open Services Prices:
Items
Coat

Price
250 each

Items
Shirts

Jackets

150 each

Pant/Trouser 50 each

Leather
jackets
Pant
(jeans)
Suit (3
pcs)
Shalwar
kameez
Shalwar
kameez
duppatta

250 each

Blanket
(double)
Blanket
( single )
Bed sheet
(double)
Bedsheet
(single)
Pillows

75 each
250
100
120

Price
50 each

450
250

Items
Curtain
(short
size)
Curtain
middle
size
Curtain
large size
Sofa cover
Per piece

Price
100 each

170 each

275 each
60

100
60
20 each

Membership services:
We give special discounts to our members. We provide almost 15% to 25
% discount to our members depending upon what type of service they are
getting.
Urgent services:

We get extra charges for our customers if they demand urgent service. Our
charges for extra services exceed from 10% to 20% depending upon the
type of service.

Place
We provide our services to our customers in
the location in which they feel comfortable to reach.
More we are also providing our customer the facility
of pick of the laundry order from their door step,
they just have to call on us and place their order for
the service then our staff member will collect
laundry from them. Location of our franchises is following:
G-11 Markaaz
F-10 Markaaz
I -8 Markaaz

Promotion
Promotion is the activity that is performed to increase the sale of product and to
make target customers aware of that particular product or services. For this purpose
different techniques and methods are used and here we are using following techniques in
order to promote our service and make our target customers aware of our services:

Billboards
Pamphlets
Local print media
Banners
exclusive discount for hostel students
discounts for new customers up to 5%

People
Soft touch knows the importance of
employees behavior in satisfying the customers so
we trained our workers and make them able to handle
any critical situation regarding customer complains.
We understand the feelings and emotions of our
employee well because we know that a happy
employee will lead a satisfied service to the customers.

SWOT Analysis

Strengths

Usage of innovative machinery for washing, drying and ironing.

Professional team and well trained staff.
Facility of generator
Pick and drop facility of laundry
Convenient location

Weaknesses
Competitors already had taken the customers trust due to their old experience in
this area.
We have to take bank loan in order to bring new machinery.
Need a huge budget to create market awareness in target audience.

Opportunities

We can serve more segments.

We have a wide range of target market to serve.
Growing population
Changing lifestyle of people

Threats
Tough competition from competitors.
Day by day inflation.
Seasonal service demand.

Competitors

Brite Dry Cleaners & Laundry-Islamabad

Services:
Gents Clothing Ladies Clothing Blankets Dry Cleaning Curtains
Dry Clean On Spot Sofa, Carpet Cleaning Floor Polishing Steam
Pressing Laundry Services
Location:
Ground Floor, Margalla Plaza, Main Double Road, F-10 Markaz,
Islamabad, Pakistan
Al Madina Dry Cleaners:
Location:
Shop # 16, Taj Mahal Plaza, F-10 Markaz,Islamabad, Pakistan.

Services:
Gents Clothing Ladies Clothing Blankets Dry Cleaning Curtains Dry
CleanOn Spot Sofa,Carpet Cleaning Floor Polishing Steam Pressing
Laundry Services

Shaheen White Dry Cleaners

Location:
Shop # 10-B, Ground Floor, Panorama Centre, G-11 Markaz,
Islamabad, Pakistan.
Services:
Gents Clothing Ladies Clothing Blankets Dry Cleaning Curtains
Dry Clean On Spot Sofa, Carpet Cleaning Floor Polishing Steam Pressing
Laundry Services

Macro-Environment

Technological Factor

This age is a modern age. Day by day inventions are

making our customers lifestyle more easy and convenient . Invention
of new innovative technologies in our field can make our budget high
in order to implement that innovative machines in our entire washing
and dry cleaning process. May be some new technology come and
consumers need of laundry service may be changed or completely
vanish.

Economic Factor
Economic factor can have a positive or negative effect on laundry service industry.
During the economic boost period , people will have more
income hence they can easily spend their money on luxurious
lifestyle. While inflation will have an opposite effect on the
business. Our service demand will reduce in that period.

Natural Factor
Detergents and processes used in washing and dry
cleaning harm the environment alot. New policies from
environment protection agencies can be a threat for our
business. Seasonal change also affect our business allot
because in winter season people prefer more to go for a
laundry service rather than summer season. Water is used in
cleaning and washing processes also come from nature. day by day increase demand of
water for individuals make it more valuable.

Micro-Environment

Suppliers
Suppliers of water and electricity can affect our business a
lot because these two are the major supplies needed in our service
business. Shortage of water or electricity supply can make our
service inconvenient for our customers. Machinery suppliers also
have a direct effect on our business.

Competitors
Competitors also affect our business by using low price strategies or providing
appealing discounts to the customers. They can introduce the use of new innovative machinery in
their laundry processes or use of any other method of washing that is more best than our methods
of washing.

Customers
Customers have a direct impact on any business and in service
business they affect a lot. We cant successfully run our business without
knowing our customers actual needs and demands. Customers perceptions can also affect our
business.