PRINCIPLES OF MARKETING PROJECT

Group Members:

● AMEER HAMZA

● MUHAMMAD ARSALAN

● MUHAMMAD HARIS SHAH

● MUHAMMAD HASSAN

Submitted To: SIR AAMER SHARIF

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 Table of Content

Executive Summary.......................................................................................................................................3
Company Overview.......................................................................................................................................5
Team (Management Team)............................................................................................................................7
SWOT Analysis.............................................................................................................................................8
Product & Service Overview.......................................................................................................................10
Market Overview.........................................................................................................................................11
Market Analysis...........................................................................................................................................12
Competition Analysis...................................................................................................................................13
Positioning...................................................................................................................................................15
Demographic and Behavioral Segmentation...............................................................................................15
Implementing Marketing Strategy...............................................................................................................17
Marketing Mix.............................................................................................................................................19
Main Equipment cost...................................................................................................................................25
Controlling Plan Implementation.................................................................................................................26
Sources of funds...........................................................................................................................................27

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 Executive Summary

The working population of Pakistan is increasing day by day, most importantly in

Islamabad and its nearby cities which are mostly populated due to influx of foreigners as
well as students from different cities. The population and standard of living of people in
Pakistan has changed significantly over the years with more people, especially women,
entering the workforce. Not only has the spending power increased but also due to
chaotic lifestyles, less time is available for house chores, which has therefore led to an
increasing preference of dry cleaning and laundry services.

Rise in women workforce is mostly prevailing in the urban areas of the country which
indicates that most of the demand resides in the major cities. Although the sector
provides services round the year, it also experiences exceptional demand in winter and
wedding seasons. Hence, this sector also carries large potential for profits especially
during such seasons as carpets; woolen clothing and sometimes fancy or expensive
dresses require specialized services.

The industry, however, has shown slow progress and has not grown as would have been
expected due to poor quality services and lack of organized set up. The businesses in this
sector are mostly below average in terms of professional services given, leaving
significant unmet demand to cater to. A need for an expert unit with a competitive team is
needed in this sector.

There are new universities opening in Islamabad-Rawalpindi so different students from

different areas (Kashmir, Baluchistan, etc.) are coming to Islamabad for better quality of
studies. So, we have decided to put up our laundry and pressing business that not only
offers washing of clothes but also picking up the unwashed clothes from the client's
location. Cleaning the clothes in our workplace with an excellent mix of customized and
customary services and delivering back to them on time.

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4
 Company Overview

❖ Legal Name: Press'n'Sparkle

❖ Trade Name: Press'n'Sparkle
❖ Organization Type: Partnership

Location:

Shop 123, XYZ Plaza,

Islamabad, Pakistan

Email: info@pressnsparkel.com

Phone: +92-XXX-XXXXXXX

Location Details:

Our laundry service shop is situated in Shop 123 of XYZ Plaza, a prominent commercial
building in Islamabad. The convenient location allows easy access for both residents and
businesses in the area, ensuring a hassle-free drop-off and pick-up experience for our
customers.

Size and Capacity:

Press'n'Sparkel Laundry Service operates from a spacious facility that spans

approximately 2,500 square feet. This allows us to accommodate a substantial volume of
laundry and cater to the needs of individuals, families, and businesses alike. Our well-
equipped facility includes state-of-the-art laundry machines, pressing stations, and a
dedicated area for stain removal and alterations. We have designed our space to
efficiently handle a large workload while maintaining the highest quality standards.

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Whether you need a quick wash and fold service or require specialized dry cleaning and
garment alterations, Press'n'Sparkel has the capacity and expertise to meet your laundry
requirements. Our experienced team works diligently to ensure a seamless and efficient
process, delivering superior results every time.

Visit Press'n'Sparkel Laundry Service in Islamabad or Contact us via phone or email to

experience professional laundry care that exceeds your expectations. Let us take care of
your laundry, so you can focus on the things that matter to you.

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 Team (Management Team)

Muhammad Hassan

Role: Muhammad Hassan takes on the role of Marketing Manager, responsible for developing
and implementing marketing strategies to promote Press'n'Sparkel. He conducts market
research, identifies target customer segments, and designs marketing campaigns to attract new
customers. Hassan also manages the company's online presence, social media platforms,
advertising initiatives, and collaborations with local businesses for mutually beneficial
partnerships.

Muhammad Haris Shah

Role: As the Operations Manager, Muhammad Haris oversees the day-to-day operations of the
laundry service. He is responsible for managing the workflow, ensuring smooth operations,
coordinating with staff, and implementing efficient processes to meet customer demands.
Muhammad Haris also focuses on maintaining quality standards, and addressing any operational
challenges that may arise.

Ameer Hamza

Role: Ameer Hamza holds the position of Customer Relations Manager, responsible for
managing customer relationships and ensuring high levels of customer satisfaction. He oversees
customer inquiries, handles feedback and complaints, and works to enhance the overall customer
experience. Ameer Hamza also plays a vital role in developing customer retention strategies and
fostering positive relationships with clients.

Muhammad Arslan

Role: Muhammad Arslan serves as the Financial Manager, overseeing all financial aspects of
the business. He is responsible for budgeting, financial planning, and ensuring accurate
accounting and bookkeeping practices. Muhammad Arslan monitors financial performance,
prepares financial reports, manages cash flow, and provides financial analysis and
recommendations to support strategic decision-making.

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 SWOT Analysis

Strengths:
1. Convenience: Your online laundry service provides convenience to customers by
offering pickup and delivery options, eliminating the need for them to visit a
physical location.

2. Time-saving: Your service saves customers time by handling their laundry needs,
allowing them to focus on other priorities.

3. Wide customer reach: Your online platform allows you to reach a broader
customer base beyond just hostel boys, including offices and homes.

4. Customizable packages: Offering customizable packages allows customers to

select services that best suit their specific laundry requirements.

Weaknesses:
1. Trust and Security: Customers may have concerns about the safety and security
of their clothes when using an online laundry service. Building trust and ensuring
secure processes is crucial.

2. Quality control: Maintaining consistent quality control can be challenging,

especially with varying demands and preferences from different customers.

3. Equipment and logistics: Managing laundry equipment, transportation, and

logistics efficiently can be a potential weakness that needs careful attention.

4. Customer Communication: Ensuring effective and timely communication with

customers, including addressing queries, concerns, and feedback, can be a
challenge in an online setting.

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Opportunities:
1. Market Expansion: Explore opportunities to expand your services to other cities
or regions, capturing a larger market share.

2. Partnerships and Collaborations: Form strategic partnerships with hostels,

offices, or residential complexes to offer exclusive deals or discounts to their
residents or employees.

3. Subscription model: Introduce a subscription-based model where customers can

sign up for recurring laundry services, providing them convenience and ensuring
consistent revenue for your business.

4. Technology advancements: Embrace emerging technologies like mobile apps,

automation, or AI solutions to streamline operations, enhance customer experience
and improve efficiency.

Threats:
1. Competition: The laundry service market can be competitive, with the presence
of other established players. Differentiating yourself and providing unique value is
crucial.

2. Price sensitivity: Customers may be price-sensitive and opt for cheaper

alternatives. Ensure your pricing is competitive while emphasizing the value and
quality you provide.

3. Regular compliance: Complying with regulatory requirements, such as

environmental regulations or labor laws, is essential to avoid potential legal issues
or penalties.

4. Technological issues: Dependence on technology for online operations brings the

risk of technical glitches or outages that may disrupt services temporarily.

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Product & Service Overview

About Press'n'Sparkel Laundry Service:

Press'n'Sparkel is a premier laundry service provider located in the vibrant city of

Islamabad, Pakistan. With a commitment to exceptional customer service and impeccable
cleanliness, we strive to take care of all your laundry needs, ensuring your clothes are
fresh, clean, and perfectly pressed.

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 Market Overview

The number of dry-cleaning and laundry setups has been increasing over the last few
years, reflecting continued growth within this sector. Many people resort to local
“dhobis” who manually washcloths at the dhobi. Their services are exceptionally low-
priced compared to dry-cleaning and laundry setups, owing to the use of local detergents
and soaps which are highly cheap.

Also, no usage of washing machines cuts down on the electricity bills, further reducing
the cost of services charged. Such businesses are popular and were established even
before the partition of the country, with many dhobis servicing generations of
households. Many have grown up to set up their own laundry and dry-cleaning units.

Dry-cleaning and laundry units mainly cater to households, the demand for which has
increased with increasing working professionals, excluding hotels and hospitals, as they
have their own set ups.
However, due to serious energy and power crises, the service of this industry is seriously
hampered. Many dry-cleaning and laundry units have reported to have gone back to their
traditional ways of manually washing laundry items for continuation of their services and
timely delivery.

The current small setups barely meet the standards and requirements of services
demanded by the customers. Using technology reduces the dependence on human labor.
This sector, however, is also not a very technology driven sector as there are locally
manufactured machines, which are almost like imported machinery in terms of quality of
cleaning.

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 Market Analysis

AREA NO. OF ESTABLISHMENTS

ISLAMABAD 20%
LAHORE 25%
KARACHI 30%
FAISALABAD 15%
MULTAN 10%

As mentioned earlier the businesses in this division are scattered in the main cities as
shown in the table, the locations that have been covered in the survey as many units in
this sector are not registered and so it is difficult to assess their cluster.

The segment is widely spread out across regions in the country with highest
concentration in the main cities like Karachi, Lahore and Islamabad, while rests are
spread all over the country.

Geographic segmentation information is obtained from industry sources and primary

research conducted using a selected sample of businesses in major cities of Pakistan.
31% of the businesses covered in the survey catered to Karachi while 24% have their
customers in Lahore and 18% in Islamabad. Moreover, we are going to open our
warehouse in all 6 cities.
Customer’s presence within the country

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 35
30
25
20
15
10
5
0
Karachi
Competition
Lahore
Islamabad
Analysis
Faislabad Multan Rawalpindi

For the past few years. 24% of the companies have been operating for 1 to 3
years while only 14% have been in operation for over 10 years.
The main key players in the Dry Cleaning and Laundry Services sector are
Cuff and Collar, Pak Star dry Cleaners, Bright Dry Cleaners, Snow White Dry
cleaners, Classic Cleaners, and Dress care dry cleaners. These key players have
contributed significantly to the growth and development of the Dry Cleaning
and Laundry Services sector. Their dedication to quality, innovation, and
customer satisfaction has set the benchmark for excellence in the industry. As
the demand for convenient and reliable cleaning services continues to rise, these
companies continue to adapt and evolve, ensuring they remain at the forefront of
the sector.

Press'n'Sparkle (UNIQUE SELLING POINT)

★ 24/7 Availability: Offer round-the-clock availability for your online laundry

service. This means customers can schedule pickups, and drop-offs, and
track their laundry status at any time that suits them best, providing
convenience and flexibility.

★ Express Delivery: Provide express delivery options for urgent laundry

needs. Guarantee quick turnaround times, ensuring that customers receive
their clean clothes promptly, especially for important events or last-minute
requests.

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 ★ Customized Packages: Offer customized laundry packages tailored to the
specific needs of hostel boys, offices, and homes. For example, create
special packages for students that include regular wash and fold, or offer
bulk discounts for offices and large households.

★ Eco-Friendly Practices: Promote eco-friendly laundry practices by using

environmentally friendly detergents, and energy-efficient machines, and
implementing sustainable processes. Highlight your commitment to
sustainability and attract customers who prioritize eco-conscious services.

★ Specialized Garment Care: Advertise your expertise in handling delicate

garments, such as formal wear, suits, uniforms, or expensive clothing items.
Assure customers that their valuable clothing will be treated with the utmost
care, ensuring proper cleaning, stain removal, and gentle handling.

★ Seamless Online Experience: Develop a user-friendly and intuitive online

platform or mobile application. Make it easy for customers to schedule
pickups, select services, track orders, make payments, and provide feedback.
A seamless and user-friendly interface enhances customer satisfaction and
loyalty.

Positioning
Pres
s'n'Sparkle will position itself as a clean, customer-centered laundry and pressing
service that provides a realistically quiet facility for studying or internet-based research.
The desired positioning will be achieved by leveraging its competitive edge. We will give
them a low price with better quality that will position in the customers' minds.

Demographic and Behavioral Segmentation

 Age: Our Company laundry and pressing service is targeting the mass market including
teenagers, adults, old people etc. so there is no specific segment here.

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  Genders: No gender specific as mentioned above we are targeting the mass market, so
everyone is included here.

 Family size: Well, there is a limit (50 clothes) if clothes are exceeding that limit, then we
will charge accordingly. Prices are mentioned in a separate column.

 Class: Our major target is students and the working population, so they are mostly middle class
and upper class, but we have mentioned our prices which are affordable for everyone.

 Category: In the behavioral segment, the people who demand high-end needs and better
quality.

Target Market

In the Target market, the perfect evaluation of the market is the most important part.
First, you must decide which market to target and enter.

We market our product according to our target market in this case our target market is the
young youth who are living in hostels and the foreigners that work for more than 12
hours they don’t get enough time to wash and press their clothes moreover they are
women who are working nowadays so we can also target the working women population,
so we can target the mass market here.

To target this market, we need to evaluate the need for this laundry and pressing service
and to do that we will perform a survey in the university, and we will also fill the
questionnaire.

Implementing Marketing Strategy

This plays an important role in achieving our goals in marketing as the customers will
have information about Laundry and pressing service.

The main marketing strategy that we will use will be the ads on Facebook as Facebook is
the most frequently used app secondly, we will market our product on Integral and we
will make our page on Facebook and integral then we will promote our product on new
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channels as our adult population (men working population) watch the news and on drama
channels for women.

We will advertise our new service in the local press, and through social media
(Facebook, Instagram, YouTube) etc., public areas such as buses and train stations,
shopping centers and supermarkets etc. and we will drop advertising material into
families' mailboxes we will also send a text to customers. We will give a 12%
discount as an incentive for clients who sign one-year contracts. Issue coupons
with lesser prices for devoted customers. We will also start by matching our main
competitor’s prices and will be closely monitoring our financials to make sure that
we develop a sustainable business without heavily discounting our services to win
monitoring.

PROCESS OF OUR SERVICE

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 Marketing Mix

Product

Press'n'Sparkle services offer ease by cleaning the customer’s clothes and taking care of the
transport of clothes. Aside from the distinctive services that every laundry service offer, our
company introduces their customers to a new option of call-in on-demand services and online
through different social media.

Islamabad is a metropolitan area of almost 2,006,572 residents (about the population of

Nebraska) and people from the different areas come to Islamabad for work and studies and some
individuals typically do not have time to get their laundry done by themselves, thus

Press'n'Sparkle is here to serve them.

Pricing

Charges are different for different types of clothes according to their material. Some stuff such as
expensive and silk stuff require dry cleaning and jeans, pants etc. require machine washing. So,
the charges vary and are mentioned below, and the delivery charges are also mentioned,

 Hands wash clothing

Chiffon, silk, and net clothes (normal charges).

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  Dry clean charges

Expensive clothes such as wedding clothes (high price)

 Machine wash

Jeans, jackets etc. (low price)

We also offer the wash for carpets, curtains, blankets, bed sheets, etc. (charges according to size)

We offer sales during wedding season, and we also give discounts on different occasions such as
Eid, Father’s Day, Mother’s Day, labors day, Christmas, new year.

ITEM NAME RATES

Delivery Charges - order over 50 FREE

Delivery Charges - order under 50 Rs. 100

Hanger Rs. 10

ITEM NAME WASH AND IRON DRY CLEAN AND STEAM

Shalwar Kameez 2 pc Rs. 100 Rs. 175

Shalwar Kameez 3 pc Rs. 150 Rs. 250

Shalwar Kameez Fancy - Rs. 500

Lehenga / Saree - Rs. 800

Scarf Rs. 100 Rs.200

Shawl - Rs. 200

Abaya Rs. 200 Rs. 350

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 ITEM NAME WASH AND IRON DRY CLEAN AND STEAM

Pant Coat - Rs. 300

Jacket / Coat - Rs. 250

Waist Coat / Sweater - Rs. 200

Pants Rs. 50 Rs. 80

Jeans Rs. 60 -

Shirt Rs. 40 Rs. 80

T-Shirt Rs. 45 -

Trouser / Shorts Rs. 60 -

Shalwar Kameez (simple) Rs. 80 -

Shalwar Kameez (Cotton) Rs. 120 -

Shalwar Kameez - Rs. 250

(Khadar / Karandi / Silk)

Sherwani - Rs. 800

Under Garments Rs. 30 Rs. 100

Tie Rs. 40 Rs. 70

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 ITEM NAME WASH AND IRON

Towel (small) Rs. 40

Towel (Large) Rs. 70

Bed sheet (Single) Rs. 85

Bed sheet (Double) Rs. 140

Pillow Cover Rs. 30

Blanket (Single) Rs. 250

Blanket (Double) Rs. 380

Curtain Rs. 400

Quilt Cover Rs. 200

Curtain (Per Panel) Rs.150

Cushion Cover Rs. 100

Carpet (Per feet) Rs. 12

Carpet woolen (Per feet) Rs. 20

Car Seat Rs. 100

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Promotion
Promotion is one of the basic elements in the marketing mix, promotion refers to any type
of marketing communication used to inform or persuade target audiences of a product.

Promotion of Press'n'Sparkle:

We are targeting the mass market which includes university students (teenagers),
working women, working men (adults) and people of age 50+ as at this age it is difficult
for them to wash their own clothes, so we will choose social media apps such as
Facebook, Instagram, YouTube, Advertisements, banners.

Banners:
Banners are inexpensive, and it is the best way to remind our customers of our services.
Secondly every year new students join the university and new people from different areas
come to Islamabad so through banners we can attract them easily.

Social Media Apps:

It is also inexpensive, as we are targeting teenagers so social media apps such as
Facebook, Instagram, and YouTube are the best platform to promote our
product/services. We will promote our services through ads on Facebook and YouTube
and we will also make our page on Facebook and Instagram. On our page, our customers
can give us reviews and ratings or if they have any complaints, they can contact us, and
we will also mention the link to our website on our pages as we are running our business
online. On our page, we will keep our customers updated.

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Advertisements:
As we are also targeting working women and men, men watch news channels and women
watch drama channels so for this audience we will market our product on news channels
and drama channels. This will be a little expensive, especially between 8 pm to 10 pm
between this time everyone is watching TV so in this time period ads are expensive but in
order to reach our target we have to market our product on channels.

Promotion cost
The promotion cost according to our analysis is that the banners will cost of RS 100 per
banner, and we have estimated 1000 banners, so the cost of banners will be RS
100000.Moreover, there is very less cost of promotion on Facebook around about RS
5000 per month as compared to the billboards. We are targeting the young youth, which
is mostly online on Facebook, so it is preferable for us to promote on Facebook as well as
on Integral.

We advertise on channels and the three-minute cost in the afternoon is around RS 40000
per month. So, the total estimated cost per month is around RS145000.

Place
As for the convenience of our customers, we are giving them pick-and-drop services, so
we will select a location closest to most universities and residences. As we want to
expand our business in order to reach each and every customer, we will open our
branches in different areas. First of all, in Islamabad, we will select a place where we will
bring all the collected articles and clean and press them. According to our survey, the
most preferred place is G10. Delivery is free within the 20km area and beyond this limit,
our delivery charges will vary.

The rent of the area in Islamabad, G10 is 60000 per month as estimated.

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 Main Equipment cost

According to our analysis, our main equipment cost is 1,290,000.

Indicative Equipment Requirement Cost PKR (per unit)

Dry Cleaning Machine 390,000
Washing Machine 100,000
Dryer Machine 120,000
Hydro Extractor Machine 90,000
Steam Press 170,000
Cotton Press 200,000
Sleeves and collar press 170,000
Steam Ironing 50,000

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 Controlling Plan Implementation

After starting our business, the most important part is to control plan implementation. We will
monitor our work, especially our sales, whether we are going according to our plan and
achieving our goals or not.

In this case, we are expected to have sales of RS 70,000 in the first month if we are not achieving
this objective then we will try to figure out the problem that may be related to our customers
whether they are not interested or lack awareness or high prices.

Afterwards, we’ll solve these problems so that we will be able to achieve this target. Every
month we will try to achieve high targets, we will set high goals and then we will do planning
according to it. We will get time-to-time customer feedback which will guide us about the impact
of our services on customers.

We will adopt a coding method to ensure the safety of clothes, we will assign a specific code to
each hostel, and a separate code to each room number of the hostel assigned to the customers
individually.

There will be a proper quality check system which will be used by the business to have complete
checks and balances on the services delivered by the business, for this purpose an inspection visit
will be designed. There will be a complete schedule designed for the takeoff and delivery of
clothes from customers to the service area and then from the service area to the end user.

We will gradually increase market penetration to acquire more customers. We will check the
new customer percentage that we are acquiring and will also maintain customer satisfaction.

We will monitor our staff and see whether they are giving their full potential.

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 Sources of funds

 Consider self-financing through savings.

 Ask for short-term financing from family and friends.

 Government Grants and Programs

Research government grants or programs specifically designed to support small

businesses or startups. These grants can provide financial assistance and support
our various business aspects, such as equipment purchases and marketing
initiatives.

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“Good luck to us, as we embrace the challenges and
opportunities ahead.”

Thank You! 😊

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