2017

Different problems, single solution

Group Star
4/15/2017 0|Page
 NORTH SOUTH UNIVERSITY

Group Project – MKT202

Submitted by ID
Orunima Ishadi Medha 1632820630
Morium Roshni 1620253030
Salahuddin Badhon 1620773630
Nusrat jahan 1631074630
Saiful Bari 1531367630

Prepared for
Farhana Habib Zinnia

Lecturer, Department of Marketing and International Business

School of Business and Economics,

Submission Date: 17th April, 2017

Acknowledgement
1|Page
“First of all, we would like to give thanks for giving us opportunity and guiding us for this

project to Farhana Habib Zinnia ma’am. You are the best faculty so far in our north south

life.

We would like to express my special gratitude and thanks to Farhana Habib Zinnia ma’am

for giving me such attention. It definitely was a great experience and team work practice

which will guide us a lot in our future life.

Lastly, special thanks and appreciations also go to my mates in developing the project and

people who have willingly helped us out with their abilities."

-Group members

NO. Topic Page

2|Page
1 Executive Summary 4

2 Introduction 5

3 STP Strategies 6-8

4 Marketing mix strategies

 Product
 Price
8-16
 Place/Marketing channels
 Promotion
5 Strategic applications:
i. Product/ Market expansion grid
ii. Brand expansion strategy 16-21
iii. SWOT analysis of the company

6 Conclusion 22

Table of content

Executive summary

3|Page
 This report provides an analysis and evaluation of the current and future prospective

ideology of “XYZ” company. “XYZ” company is looking to start its one of a kind business for

the first time in Bangladesh and rightfully the only business as of now to offer professional

housekeeping services. Since it is a startup business the initial plan is to meet the needs of those

individuals or families who have very busy professional lives and don’t have enough time to

look after their loved ones or their homes. Since it’s a new business model the reaction of the

consumers is to be determined, so a niche marketing strategy seems appropriate and the financial

constrains along with the lack of experience and qualified employees all add up as to not go for a

full on mass marketing strategy.

The housekeeping service ranges from cooking, cleaning, daycare, tradesman et cetera. These

services will be available individually or as a package depending on the needs of the customers.

Pricing strategy is debatable, as a new company cost base pricing is an option or market

skimming seems like an option as the market is niche with one supplier. The target market group

is from South Dhaka City Corporation where there are high end areas like Gulshan, Banani,

Dhamnondi et cetera as there lives high income people who will look to avail these services.

Services can be availed through one outlet planned to be situated in the Baridhara DOHS area as

a business front and online as well where most of the business is expected to take place and for

consumer convenience. There is also plans for sales promotion in the form of discounts, gift

certificate and green cleaning for free. “XYZ” company is in business for the long haul and the

definite plan is to carry the business from niche to mass market as “slow and steady wins the

race”

. Introduction

4|Page
 Welcome to the clean team company, the first and one of a kind business in Bangladesh

that offers household services for all those hardworking individuals out there. Be it cooking,

cleaning, looking after your loved ones, et cetera we got you covered. Our company, we take

the time to ensure that the employees hired and sent to your doorstep at your absence do a

satisfactory job so you don’t have to. Let our fleet of trustworthy staff take care of your chores

while you’re having a busy day at the office or having a little time off for yourself.

You know what’s better, just give us a call anytime you want, be it late at night or at

crack of dawn we are ready for your business 24/7 because at the clean team company we

know how valuable your time is! And we didn’t forget those precious moments of your life,

whether it’s your birthday, celebrating togetherness with the love of your life or you just love to

have your family and friends close, we are proud to be a part as well. 

The first is the affluent where spouse works. OR maybe she is at home and has time to

clean, he/she chooses not to. This spouse would rather volunteer for a public interest

organization, play sports, or just spend time how he/she chooses to. They have no desire to clean

the house. To them that is not enjoyable and they have the money to pay someone to do that kind

of work. Some families don't really have the time to clean, can afford a cleaning service, and

choose to hire a service because the opportunity costs are too high to waste time cleaning their

house.

Tagline – “Different problems, single solution”

5|Page
Mission statement:

Our promise to treat your home as your own with dedication and professionalism.

3. STP Strategies

Market Segmentation

In our company we have decided to segments as Area under geographic, Occupation and income

under demographic, social class and life style under psychographic.

Geographic: In area we chose some residential area from the Dhaka city into five sections

named area named Gulshan, Banani, Uttara, Baridhara, Dhanmondi & Bashundhara which

covers the geographic part.

Demographic: Occupation where both husband and wife works gets less time for household

work. And income for higher income people which will cover the demographic part of our

segment.

Psychographic: And lastly social class and life style comes under the psychographic segment.

Higher social class people and different life style’s people also needs of our services.

Target Market Strategy

6|Page
The clean team is focusing on these people who appreciate a professional, reliable, trustworthy,

and immaculate house cleaning service, and are more than willing to pay for this. The wealthy

are consistent customers as well. Whether they have a house cleaning service does not depend on

the finances each month. These groups always have the money for our services, just as they

always desire a clean house.

Our targeting strategy is concentrated marketing. The reason of being taken concentrated

marketing is as we are in the introduction stage we don't have we serve various services to our

customers so we need more employees. As we are focusing on higher class people of Dhaka city

considering Gulshan, Banani, Uttara, Baridhara, Dhanmondi & Bashundhara residential people

and couples who work outside all day long and couldn't give time to their beloved house so our

market is small.

Positioning Strategy

The clean team will position themselves as a professional, trustworthy, residential housekeeping

service.  The clean team leverages their competitive edge of human capital investments to

achieve the desired positioning.

The clean team begins with a rigorous training program for new employees. At the outset,

employees with be trained on how to do their work. Granted everyone has some idea on how to

do, but they will be shown a methodical way to do their work efficiently. The next topic of

training involves professionalism. Employees are given the tools necessary to impress the most

affluent clients. Professionalism is a skill that is used throughout the service call, from the way

the employee greets and interacts with the client, to the way they complete their work. The clean

team will train the employees to know what the expectations of the clients are. They will be

7|Page
provided the tools needed to exceed these expectations. This extensive training, both up front, as

well as continuously (called the continuous learning system) builds a trust relationship between

the company and the client. It is the bond of trust that will not only earn the clean team the

loyalty of that customer but also the referral of several more of their friends.

Our positioning statement - "We build experts to serve you the best". In the history of

Bangladesh we are the first home keeping serves company.

Our positioning strategy is "More for more" as we are following 'Market Skimming' strategy. So

that we can skim maximum revenues from the target market before any big competitors enter the

market.

4. Marketing mix strategies

 Product: -

Detail of the product:

Our company is the first and unique company of Bangladesh which provides all kind of

housekeeping services. We provide the best employees to keep your house just like you want.

All the employees are well trained as well as well educated.

Customer satisfaction is our primary objective. We can assure you that you will be totally

pleased at our service. Furthermore, we are never closed. Anytime, any day you want we will be

there for you. Additionally, we have special offer and packages for special event like Birthday

party, Anniversary etc.

8|Page
 Our services include: -

Cooking service

Cleaning service

Babysitting service

Tradesman service

Laundry service

Product Life Cycle: -

As we just introduced a new service for the first time in our country, obviously we are at

introduction phase in product life cycle. At this stage, promotions are much higher while we

9|Page
aren’t getting sufficient amount of profit.

Fig: Product life cycle

10 | P a g e
  Price: -

Cooking
*299tk per hour
*5000tk per mouth

Cleaning Babysitting
*299tk per hour *299tk per hour
*5000tk per mouth *5000tk per mouth

Laundry
Tradesmen
Wash and iron- 50-250tk per
400 - 3000 (base on works type)
Only iron- 30-150tk per cloth

Pricing Strategy: -

Cost base pricing

As we are not well renowned brand as well as we are in introduction phase so its our only option

to go for Cost base pricing. We will set our price according to our service.

11 | P a g e
Price Skimming

As we are unique and first company of our country it’s our best option to go for price skimming.

As there are no direct competitors available at present, so it’s our high time to go for price

skimming.

Product Bundle Pricing

Almost all our services are related with one another. Customer might order separately due to the

service charge. But with these kind of services Product bundle pricing will be a perfect match.

We will give discounted piece in these product bundles. Therefore, our total revenue will rise up

even with this bundle pricing. We will also gain much more customer satisfaction.

Discount & allowances

For price adjustment strategy we will use discount and allowances. This is our best option

considering other pricing strategy. It will match perfectly with bundle pricing. We will also give

discounts to the loyal customers. New customers will also enjoy this offer.

Factors to consider the while setting prices: -

Number of customers

On the basis of Demand

Considering the market growth rate

12 | P a g e
 External environment and Factors

Place/Marketing Channel: -

Location strategies for the retail outlet: -

We will divide the whole Dhaka city into five zones. AS our targets are the High class

customers so our main target will be all the renowned residential areas. Those are Gulshan,

Banani, Uttara, Baridhara, Dhanmondi & Bashundhara. Among all this Bashundhara, would be

our ideal place for only outlet as well as administrative branch. Because this would be appx

center of our most targeted customers.

In this introduction stage our only outlet in Bashundhara Residential area would be

enough for us as we are providing home services. Later on we place more outlets in other zones

on the basis of customer needs.

Distribution channel: -

We are distributing most of our products through online services and tele communication.

Besides, there is an outlet available in Uttara area.

So there are two major divisions of distribution:

Online service & telecommunication: -

Order though Facebook page

Order though phone call &

13 | P a g e
 Order though our mobile application

Outlet: -

We have one outlet available for customers in the Uttara area. Later on we will increase

our outlets on the basis of customer needs & demands.

The Diagram of Distribution Channel is given below ->

Distrib
ution
chann
el

Company

Onlin
Phon e/ Outle
e call Mobil t
e app

14 | P a g e
 Customer

Promotion:

Advertising:

Advertising Objectives: Inform

Our advertising goal is to help build customer relationships by communicating customer value.
As this is a very new company in the market introducing the customer we are choosing
informative advertising. Our objectives are to build a company image, informing the market
about our services, explaining how the services are provided, showing them the price charts,
describing available services and support.

Advertising message:

‘The Clean Team’ will provide you the best household services with professional manner
which will exceed your expectations! we are here to satisfy you with comfort.

Execution style: Lifestyle

This style shows how a product fits in with a particular lifestyle.

Advertising media:

Social media,
Billboards,
Banners for sells promotion,
Pamphlets and Leaflets.

15 | P a g e
 Our advertising media would be focusing on our segmentation base as this is a very new
company following concentrated marketing.

Social media: Nowadays social media is the best way to communicate with customer at a
relatively cheap cost. Through Facebook, Instagram, YouTube by showing by videos and
attractive pictures ads of our company to our targeted customers.

Billboard: Billboards are one the best promotion sector to target our segmented areas to
get focus on our company.

Banners for sells promotion: Banners are the best to let customers know about
incentives.

Sales Promotion

Types of sales promotions we will target:

1. Coupon: Gift Certificate

On each buy, our clean team, while responding to the location or household for cleaning

service, will carry a gift certificate that individual customer can buy with ten to fifty

percent discount valid for the services, only to somebody else he wants to give that

service as a gift.

2. Samples: Free Cleaning Trial Demonstration

This is for first three mouths only.

3. Advertising Specialties (promotional products)

16 | P a g e
 We’ll give gifts to our customers’ our company name printed pens, calendars, key rings,

matches, T shirts, caps, coffee mugs for promotion.

4. Discounts (also called price-off, off-list, and off-invoice)

Discounts are for sells promotion for seasonal sells increase.

Those will help us expand our brand and at the same time create a network of customer very

quickly.

Public Relation

We can target the schools for PR purposes as cleaning the schools for free will enhance

our face value and it will help us reach potential customers too. It has be on a work day, might be

only the office space, toilets and fields. Mostly the private school as our demography shows we

target a specific type of customer with high income. This will be part of our PR which will also

help us gain some publicity.

Direct Marketing

Wherever our guys will be working, they will put a nice promotional ad or something in

the ground floor listing our services and contact so that the other people living in the same

facility can see it and might make a call. This is part of the advertising our product the potential

customer.

17 | P a g e
 5. Strategic applications: -

Product expansion strategy is pointed below:-

Market Penetration: Our company is currently at introduction phase. We are now penetrating

the target market with our existing services e.g. cleaning, cooking, tradesman, babysitting and

laundry service. And our target markets are some specific affluent residential area people for

instance- Gulshan, Banani, Uttara, Baridhara, Dhanmondi and Bashundhara.

As future prospects of our company-

Market Development: If we choose to add more area in future to serve. For example, Mirpur,

Badda, Old Dhaka it will be considered as market development. Our target market is extending

here.

Product Development: In future if we add more service to deliver like, car washing, painting,

rent car services, at our current target market, this will be product development.

18 | P a g e
Diversification: In future, if we decided to deliver new service for a new target market, this

would be diversification. Example: Rent car service in Dhaka city.

i. Brand expansion strategy: -

At present, we will just go for line extension as we are a new company. In future we will move to

other strategies according to the circumstances. We will extend our line by introducing further

services on the basis of our customer needs and demands.

Our current strategy: -

Line Extension: If we change any small things in our company without alternate brand

name or product category, this is line extension. For example: We may add dress code /uniform

in future for better brand impression.

Our future strategies: -

Brand Extension: Suppose we open a new spa center using the name The Clean Team.

Multiband: If another brand entre with the same type of service category, this’ll call

multiband.
19 | P a g e
 New brands: Hereafter we may open new service like parlor with a new brand name

ii. SWOT ANALYSIS

Strengths:

Trained & skilled employees: We will train our employees to do their job as fast as any

person can do the particular activity.

Quick service: As soon as you call, we will be there for your service.

Educated employees: Ours minimum requirement of employees we’ll be at least JSC

passed so that he/she can easily communicate with the customers.

Strengths:

Trained & skilled

employees
Quick service
. Educated employees

Weaknesses: Threats:
Political instability
SWOT
Can be copy easily
Religious issues
Lots of local
ANALYSIS Small target market
competitors

20 | P a g e
 Opportunities:

First housekeeping
company in
Bangladesh.
24/7 always available.

Weaknesses:

Can be copied easily: Our concept can be copied by other company/individual easily.

Small target market: We’re targeting some specific higher class people that's why our

market is small to serve

Opportunities:

First housekeeping company in Bangladesh: It may give the customer a good

impression as we are the first housekeeping company in the Bangladesh.

24/7 always available: We’re ready to deliver any sort of services any time, every day.

Threats:

Political instability: Political instabilities are common in our country to set up a new

business.

21 | P a g e
 Religious issues: Religious issues may affect some customers’ impression. We won’t be

able to take preference from the customer in all the cases.

On the basis of our current information and environment, these are the Strengths, Weaknesses,

Opportunities and Threats.

Depending on these we can see that We have much more positive Strengths and Opportunities

than the weaknesses and threats. We will try to overcome and diminishes those weaknesses and

threats.

Conclusion:

It’s the first Bangladeshi company which provides quality service of housekeeping. It’s never

closed. Anytime, anywhere from the city of Dhaka, it’s just a matter of contact. Just give us a

call and we will be there for you. Life is short. So why wasting time on housekeeping while we

are ready to do it for you.

Simply leave your house keeping up to us. We guaranty the finest quality of service from very

well trained and educated employees. Customer satisfaction is the first and foremost priority of

our company. Regarding housekeeping service this company is the one stop solution for all kind

of problems.

22 | P a g e
23 | P a g e
Appendix:
https://www.boundless.com/marketing/textbooks/boundless-marketing-textbook/integrated-
marketing-communications-12/selecting-the-promotion-mix-for-a-particular-product-84/stages-
in-the-product-life-cycle-420-896/

https://www.marketingdonut.co.uk/marketing-strategy

https://www.smartling.com/market-positioning-strategy/

Official Facebook Page:

The Clean Team

Link: facebook.com/thecleanteam/

E-mail:

thecleanteambd@gmail.com

Word count:

Total project-3114 word

Executive summery to conclusion-2882 word

24 | P a g e