Introduction

CleanTouch dry cleaning is a concept of Cleaning Services available to individuals and

families, including dry cleaning and laundry. CleanTouch dry cleaning intends to offer

affordable "luxury" cleaning to all. Quality is made available to everybody. CleanTouch

dry cleaning is the best service provider in your area.

The core business is the cleaning of clothes. Our professional team is taking care of each

item with a great respect. Removal of the spots, small repairs, high quality finishing are

some of the features that make CleanTouch dry cleaning different.

More than a dry cleaner, CleanTouch is "Your Cleaning Center", including dry

cleaning, laundry, pick-up and delivery as well as related services, Cleaning and

advice. Just Be CleanTouch.

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1. Executive Summary

The business of laundry services in PAKISTAN is not well established national wide.

After analyzed this situation we registered a firm with the name of CleanTouch dry

clean. CleanTouch dry cleaning is providing dry cleaning services in a very efficient

manner in different areas of Faisalabad.

The objective of CleanTouch dry cleaning is to provide best and quality laundry services

in the different regions with affordable price. We visualized that the scope of the services

is very vast in Pakistan market. We identified that the different regions of Pakistan

people to the ordinary washer-men and pay them a cost which we offered for our quality

washing services and it is also found that there is no security regarding the provision of

washing services as well as customer is not enjoying the other advantages. We selected

Faisalabad in the start as test market and we launch our business here in the first phase.

On the other hand, CleanTouch dry cleaning is providing not only laundry services but

also providing better atmosphere like a club & discounts color brightness better and many

other benefits.

CleanTouch dry cleaning is also providing a membership to its customer. It can play an

important role to make the customer loyal. We have also developed a database and

website www.cleantouch.com (in progress) for our customers at which they can check

their accounts status online with CleanTouch dry cleaning.

For the members of CleanTouch dry cleaning is more facilitating to their customer is that

the representatives of the CleanTouch dry cleaning will collect the washable clothes from

the member’s home and after washing that clothes will deliver back to the member’s

home.

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When we went to the people and asked them various question about their laundry

services the answers of the questions were negative. We also asked them a question “do

they want any new and best laundry services which fulfill their clothes requirements.”

Most of the people answered “Yes”.

To keep the answers in view we segmented our total market and select the target segment

of the total market and then come with segment needs and requirements that meet the

customer satisfaction with latest technology.

To spread the awareness about the services of CleanTouch dry cleaning, we adopted

some kind of Medias to promote this service. In this context, we use electronic, print,

outdoor media for the promotional activities.

According to our business requirement we also estimated our investment and our finance

requirements that we have need to run the business in the start. We also calculate

breakeven analysis and operating statement for the three months.

After carried out all the above mentioned activities we got feedback from our users about

the services which provided by CleanTouch dry cleaning, their feedback was very much

positive.

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2 Situation Analysis

CleanTouch Laundry service is entering its first year as a

start-up business. The idea has been well received and

marketing will be critical to the success of the business. CT

offers a clean, convenient laundry facility for those that do

their own laundry, as well as those in need of optional

services. CT will lure customers in with excellent customer

service, membership and discount facility, a pick and drop

service of clothes, and online service through website to its

customers.

2.1.1 Market Summary

We have captured good information about the market and

know a fair amount about the target customers. To determine

the actual demand for the service a market research survey

was conducted in the start of July 2009 and we see many

people are interested and have great demand for the offering

we are going to deliver through our laundry service. The

services are given by other companies are not as good as

people demand .The survey was only conducted in Faisalabad

because Faisalabad is serving as a test market in the start. The

facilities offer to customers like picking the clothes from

home and deliver it back to homes as well as optional services

such as full service washing, alteration of clothes and 24

hours clean box service, very affordable prices and also

guarantee of usage of very good washing material are highly

admired from the respondents. CT’s market information will

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be used to better understand who is served, their specific

needs, and how CT can better communicate with them.

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2.1.2 Target Market Forecast

People and their satisfaction is our target market. To achieve

this target the term can be more explained in the following

ways.

Segmentation

Segmentation can be divided into three classifications.

Geographic segmentation

The immediate geographic target is the city of

Faisalabad 3.2 Million people are living in this city.

And from this huge population we will touch only

middle and upper middle class in the first phase and

in the second phase we will also try to touch the

upper and upper upper class. On the other hand job

holders in executive posts but outsiders and students

who live in hostels also our target audience.

Demographic segmentation

In the demographic segmentation we classified the

customer in the following parameters.

Income

Family Life Cycle

Education.

Social class

Occupation

The above mention parameters will respond us

in the following situation

Parameter Description

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Income Above 15,000

Family Life Cycle Young Single, Married,

Education Graduation and above

Social Class Upper Class and Upper Middle Class

Psychographic segmentation

This type of segmentation divides the market into groups

according to customers’ lifestyles.  It considers a number of

potential influences on buying behavior, including the

attitudes, expectations and activities of consumers. So here

with the help of survey we concluded that the person who are

educated and job holders has some need about our service.

People having business also want to look more prominent due

to their dressings and style.

2.1.3 Market Need

As we conductive market survey we find that people have a

strong need for a laundry service which gives them the

facilities that are not fulfilled by the existent laundry

providers. So keeping this in our mind we find a gap and

make a struggle fulfill the need of people with our quiet clean

laundry facility that ensures customer satisfaction and given

something extra that they were not expecting. CT seeks to

fulfill the following benefits that are important to its

customers.

Top-level customer service:

The target customers have a fair amount of discretionary

income and appreciate good customer service. CL will

provide a service that will appeal to these customers.

Clean facilities:

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A comfortable, stylish location and furnishings that offers

clients a higher-quality alternative than is currently available.

Delivery on Promised Date:

CTL has a very strong network of employees who will make

it sure to the customers to provide their clothes on promised

date and people will feel the change.

Time Saving Facility:

People want to save their time so we with the help of pick and

drop service of cloth will defiantly save their time.

2.1.4 Market Trend

The market trends for Laundromats are:

Now a day’s people become more conscious about

their dressing and they want their self more

prominent due to their clean and shining cloths.

Media has also performing a very clear role in the

dressing sensitivity of the people.

Now the large numbers of people are doing jobs

and they are professional so their executive

environment demands that they should dress up

mannerly.

Technology has driven down the costs of

equipment that offer technological efficiencies.

Using technology reduces the dependence on

human labor.

2.1.5 Market Growth

The market growth for the CleanTouch has seen 10% market

growth. This growth rate is supposed to be maintained for the

next three years.

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2.2 SWOT Analyses

The following SWOT analysis captures the key

strengths and weaknesses within the company, and

describes the opportunities and threats facing

CleanTouch.

2.2.1 Strengths

Well-trained staff to ensure optimum customer

service.

New and latest Machinery that is not used by

other service providers.

Well thought-out business model addressing

market demand.

Differentiated facilities.

2.2.2 Weaknesses

Competition, although there is a significant

differentiation between the competitors because

people have strong relationships with their

previous service providers.

A limited marketing budget needed to create

brand awareness.

Loan is required to start the business up because

huge amount required.

Difficult to create awareness and convince

people.

2.2.3 Opportunities

Participation in a steadily growing industry.

Large target market.

Consistent market demand due to the

reoccurring need to clean clothes.

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2.2.4 Threats

Future/potential competition from a large

franchised business.

A large increase in homes built in the area that

will decrease the reliance on Laundromats

2.3 Competition

Although the service we are providing is very different

from the existing service providers but still we have to

face many competitors. Serena Hotel Dry Cleaners, Al-

Saeed Dry Cleaners, Bhati Dry Cleaners, Rainbow dry

cleaners, White club drycleaners, Snow white dry

cleaners and some other dry cleaners have captured a

large market. Their services and facilities are similar,

dirty and noisy, with low-end service but even then they

have a great loyalty from their customers. Some

competitors are also providing membership but their

service is not as much standardize as the demand of the

people. They have old machine and they use very hard

material to clean the clothes.

2.4 Product Offering

In the current market we have to face many competitors

who has strong market share and customers are loyal to

them. So we will distinguish CleanTouch with the help

of our strong and innovative product offerings, our main

key offerings are given below:

Membership offering that will give customers

very good discounts.

Five franchises with same service standards in

one city for customer’s convenience

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Pick and drop service of cloths from house to

house.

Urgent and very quick service.

Highly trained and professional staff.

2.5 Key to Success

The slogan of CleanTouch Dry Cleaners is brighten your

life means that we will provide people the satisfaction

and they will feel their selves very relax and satisfaction

while dressing the clothes washed by us, so our key to

success is the different and new service and quality

provided by us. Here are some key features that will lead

us towards success we can say these are our key to

success.

Superior customer service.

New and innovative offering

Service points in main areas.

Highly trained staff.

New and advance machinery and generator

facility.

Clean, quiet and convenient facility.

Machines:

The new and latest machines used in the cleaning

process which are very fast and providing

maximum satisfaction to the customers and best

result to us.

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2.6 Critical Issues

We have to face some problems while launching the

business. The main problem that we have to face to

create awareness about our new and innovative idea

because we are first time launching this business in the

area very professionally. The competitors can easily

copy our services and spread their business by copying

us so we will very aggressively create demand and get

loyalty of our target market through our very

aggressive market strategy.

On the other hand we have to face the problem of

picking the clothes and dropping it back because if a

customer wants urgent service and the time he is

demanding is not manageable so we will face bad

impact from the customers. So to solve this issue we

have made some service points in the targeted area

where in case of very urgent service the customer will

drop the clothes and we will make it sure that the

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clothes will be delivered back in promised and required

duration.

Now a days load shedding is also creating a very big

problem in every business and our business will also

face the same difficulty so we have also installed a

generator in our service station to make sure to our

customers that our service will be available at anytime.

3.0 Marketing Strategy

The marketing strategy will be using a combination of

advertising, promotional efforts and word-of-mouth

programs to convince people about our superior service

and innovative features.

3.1 Mission

CleanTouch Day Cleaner’s mission is to provide

the customer with the most pleasant laundry

experience in the Faisalabad area. We exist to

attract and maintain customers. With a strict

adherence to this maxim, success will be ensured.

Our services will exceed the expectations of the

customers.

3.2 Market Objective

Maintain steady, controlled growth.

Decrease customer acquisition costs by 4%

per quarter.

Steadily increase market penetration.

3.3 Financial Objective

Double-digit growth for the first three years. Reduce overhead by 3% per year. Holding spending, as a percentage of revenues, at

a steady level.

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3.4 Target Market

We have selected the target market in the start the people

of Faisalabad. The people doing jobs having monthly

income more than Rs. 15,000 and businessmen whose

income is more than Rs. 20,000. The students of Local

Universities are also our target market and by

introducing some student’s packages we will also try to

capture as much as we can. We have also segmented my

target market in the form of segmentation.

In the markets every firm whether product or service

oriented have target market. We have also segmented

our target market in the form of segmentation.

3.4.1 Positioning

CleanTouch will have very good position in the

market and target market will accept it with very

positive attitude and a new and innovative thing. In

our services we have introduced very distinctive

features like pick and drop service of clothes, five

franchises in the same city have same standard and

same prices. Our competitors no doubt are also good

and old in this business but our services well be very

admire by our customers because we are introducing

these features with the affordable price very first time

in the city.

3.4.2 Marketing Strategies

The main objective is to position CT as the premier

Laundromat serving to the people of Faisalabad. We

have plans to quickly increasing market penetration

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through superior service offerings. The marketing

strategy will first seek to build customer awareness

regarding the services provided, and then develop the

customer base, and finally work toward gathering a

loyal following. The message that CT seeks to

communicate is that its clean, quiet and innovative

facility is orientated toward people. This message will

be communicated by various methods. The first

method will be advertisements placed in the

Newspaper especially in the Dawn and Naw-i- Waqt.

The second method will be a promotional effort based

primarily on brushers and local media will be hired.

The third method of communication will be

networking. Networking will be used to generate the

word-of-mouth referrals.

3.5 Marketing Mix

CleanTouch Dry Cleaner’s marketing mix is comprised of the

following approaches to pricing, distribution, advertising and

promotion, and customer service.

3.5.1 Product

We are going to provide dry clean services for ladies and

gents clothes, curtains, carpets, blankets etc.

CleanTouch dry cleaning, as name implies, it is providing

laundry services to the people at the different locations.

Different area offices in five locations are serving the people.

We have introduced new and fast technology in this sector to

capture the market.

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CleanTouch dry cleaning also providing a club type services

in which a member of this CleanTouch dry cleaning can enjoy

the discount and can participate in the different events

sponsored or arranged by the CleanTouch dry cleaning.

A separate data base will be prepared for each members and

give them a login address by which they can check the

balance and status of their accounts online from the following

link,

www.cleantouch.com

(in progress)

Special card is issue to each member that card contains a

picture, name, address and a membership number.

This service only providing in the regional areas, that area

will be specified by the each regional office.

Our brand name, slogan and brand mark are as follows;

Brand Name:

“CleanTouch dry cleaning”

Slogan:

“Brighten your life”

Logo / Brand Mark:

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3.5.2 Price

Price is the major factor of any firm, in this marketing plan,

there are two types of services providing by CleanTouch dry

cleaning.

1) Membership Services

2) Open Services

Membership Services:

Members of CleanTouch dry cleaning are the most

important part of the firm. To secure this part the firm

has developed a separate Price structure than the open

services. We will give 10% to 15% discounts to our

members depending on the service they take from us.

Dry Cleaning Items:

1) Suits 5) Blanket

2) Shalwar Kurta 6) Carpets

3) Bed Sheets 7) Sofa Covers

4) Curtain

Price Structure:

Gents Ladies

Sr.No Items Rates Washable Items Rates

1 Suits (2 pcs) 200 Duppata(cotton) 15

2 Suits (3 Pcs) 230 Duppata(silky) 30

3 Coat 100 Duppata(kamdar) 20

4 jackets 90 Shawl 60

5 Leathers Jackets 175 Lehenga(plain) 125

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6 Leathers Jackets(with polish) 450 Sari (banarsi/kamdar) 150

7 Trouser/ pant 45 Gharara(banarsi/kamdar) 125

8 Shirt (cotton) 25 Blouse silk 30

9 Shirt (silky) 30 Shalwar Suit (cotton) 35

10 Shalwar Suit (cotton) 40 Shalwar Suit(silky) 65

11 Shalwar suit (silky) 60 Shalwar Suit(kamdar) 60

12 Over Coat 125

13 Tie 25

14 Track Suit(2 pcs) 60

15 Sherwani 150

16 Under Shirt 5

17 Dhossa 80

18 Waist Coat 60

19 handkerchief 7

Curtains

Curtains Rates

Curtains(short) per pcs 70

Curtains (medium)per pcs 135

Curtains(large)per pcs 175

Linens

Sr. No Washable Items Rates

1 Blanket(DBL) 250

2 Blanket (SBL) 175

3 Bed Sheet (double) 40

4 Bed sheet (single) 25

5 Bed cover 45

6 Quilt (Polyester single) 140

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7 Quilt (Polyester Double) 160

8 Table Cloth(small) 20

9 Table Cloth(Large) 30

10 Napkin (pcs) 10

11 Pillows cover 10

12 Sofa cover(per pcs) 40

13 Car seat cover 40

14 Towel 10

Carpets: Rs3.5/square foot

Children: Half rate up to 12 year old children

3.5.3 Placement

In the start we have chosen Faisalabad as our test market.

We are going to open 5 franchises in the different areas of

Faisalabad and we selected these areas very carefully so that

we can cover this huge populated city and get maximum

market can share through easy access to our customers. We

have selected these area which have shown us their well and

get very excited to hear that we are offering such a innovative

features through our new dry cleaning services. Following

locations we have selected for our franchises:

Chiniot Bazar ( Main Branch)

D ground Market

Nazim Abad

Mansoor Abad

Millat Town

When we collected market survey people of these areas

shown us we good response and they were very much willing

to have our services.

Distribution

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In this phase of marketing mix we worked very much. The

main areas where we are going to deliver our service of

picking the clothes from the houses and delivering back to

home is the posh areas of Faisalabad like Madina Town,

People Colony, D Ground area, Model Town and some other

areas. Our main target is the people who are interested to get

this service those people will be approached where they live

Insha Allah. . Our representatives go to member’s home and

collect the washable cloths and brought to our service station

and these cloths put into washing process. The washed and

pressed cloths deliver back within two days to member’s

home with splendid packing in safely manners.

We have planned to make regional offices in most demanded

areas as selected through our market survey where we

employed our representatives who will perform this activity.

Note: Such collection and delivery services providing only to

the membership holders.

The people who are not our permanent members they will

collect the clothes from CleanTouch main franchise.

3.5.4 Advertising and promotion:Promotion is the activity done in order to increase the sales

of an organization’s product or services. This is the technique

that we are using for the awareness and fame of the product in

the market. The main function of promotion includes to

inform, persuade and to remind about the product. By using

this technique we can create awareness and earn high profit.

Advertisement Vehicles

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It is the life blood of any service or product. That’s why we

have given special intension on the promotion of our services

we have used different way to introduce our services in the

market. Advertisement is an important part of promotion.

You can say that promotion it like a dead body without

advertisement.

In this context we shall use following advertisement vehicles;

Electronic Vehicles

In Electronic vehicle we shall use the following media:

3.6.3 Local Cable Network (Television)

Local cables Network is the most and very admired source of

creating awareness for our product. So we will use local

cables and develop add that will be shown in the different

cable networks of the city. We have also mentioned the

expenditure that we have to bear for each media.

Particulars Cost Per Unit Total Cost

Commercial Production Cost 20,000.00

Moving Words (in 3 months) 800.00 2400.00

Commercial Display (15 Seconds)

Frequency = 2 time per day

800.00 144,000.00

Frequency in 3 months 180 Time

Total Cost 166,400.00

Print Vehicles

Print media includes Newspapers, magazines, pamphlets etc.

we shall use the following media;

Newspaper

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Newspaper is also very main and important source for

delivering any massage to the general public. So we will also

get benefit from this source. The advertisement will be shown

on the different newspapers the detail is given below and size

of advertisement is also given below.

Particulars Size Frequency in One Month Total Cost

Jang 12cm x 4 column width 1 108,000.00

Nawa-e-waqt 12cm x 4 column width 1 38400.00

Dawn 12cm x 4 column width 1 43200.00

Total :: 189,600.00

Pamphlets

We will also distribute pamphlets to the homes, offices and

the hostels of the universities and also some privates’ hostels.

Through this source we can easily show the benefit and create

awareness about our very advance and beneficiary service.

For this purpose we will hire some people and make it sure

that they are delivering pamphlets to the exect locations.

Particulars Cost Per Unit Total Cost

Cost per Pamphlet 1000 in 400

Total No. of Pamphlets 5,000.00

Total Cost 2,000.00

Out Door Vehicles

Signboards --- We have selected a billboard having a size

of 10ft x 20ft used in different area of Faisalabad.

Faisalabad 10 ft x 20 ft 4 60,000.00

Banners

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We are also using banners for advertisement because it has

low price and can make attentive our services on the roads

and squares. The banners we are using having a size of 3

meter x 6 meter each.

Particulars Cost per Unit Total Cost

Cost per Banner 200.00

Total No. of Banners 500.00

Total Cost 100,000.00

Promotional Budget:Promotional Budget = 600,000.00 (Budgeted)

Promotional Expenses

Media Vehicles Cost

Electronic Media Local Cable Network 166,400.00

Print Media

Newspaper 189,600.00

Pamphlets 2,000.00

Out Door Media Sign Boards 60,000.00

Banners 100,000.00

Total :: 518,000.00

4. Financial

Finance is the back bone of every business. There is no

business without the finance and usage of finance in

efficiently manners is also very important because this is the

thing if we do not use properly we are just flop. So keeping

this into our mind we planned our usage of resources very

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carefully and also got help from some experts to tell us the

right allocation of our resources. On the other hand on the

basis of our cost we set our prices and service fee so this

section is planned very carefully so that we can also fulfill the

target of profit we want to get back from our precious

investment.

In fee determination the following factors playing important

role.

Building Rent

Furnishing of Shops

Machine Cost

Maintenance Cost

Gas & Electricity

Laundry Supplies

Delivery and Collection Expenses

Packing Expenses

Staff expenses / Salary

These are the major Price determinants.

4.1 Initial Investment Required

Particulars # of Items P/Unit Cost Total CostMachinery Cost 5 150000 750000Buildings Securities 5 20000 100000Franchise Furnishing 5 20000 100000Bikes (On the installment ) 5 15000 75000Advancer Rent of Buildings 5 12000 60000Electronic Media

Advertisement for all Units 166400

Print Media 191600Outdoor Media 160000Opening Ceremony 5 10000 50000 Generators 5 50000 250000Initial Investment Required For all Franchises 1903000

Investment Required For one Month ( Expected)

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Particulars # of Items P/Unit Cost Total CostMaintenance Cost Of Machinery 5 1500 7500Gas and Electricity Bills 5 15000 75000Bikes Installment 5 1500 7500Fuel Charges of Bikes 5 600 3000Packing of Dresses 5 5000 25000Staff Salaries 5 28500 142500Per Month Rent 5 12000 60000Cleaning Material 5 10000 50000 Required Per Month Amount to run Setup 370500

4.2 Breakeven Analysis:

Breakeven analysis is given below that shows the minimum

level of our revenue that we should get from the one month

operation to sustain our self at the level of no profit no loss.

Breakeven Analysis for one Month

Units Per Day Required Price TotalSuites required per Day (gents) 1 30 40 1200Suites required per Day (Ladies) 1 10 45 450Pants/Trousers 1 10 45 450Shirt 1 15 35 525

Minimum Estimated Revenue for a day 3050

Minimum Estimated Revenue for a Month for one unit 78750Minimum Estimated Revenue for a Month for all units 393750

4.2 Sales Forecast

The sales forecast indicates that growth should be fairly

steady as more and more people become aware of CL and the

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services offered. The sales forecast for the first three months

of our operating tenure given below:

Sales Forecast for the First Three Months

Units Per Day

estimated Price Total Amount

Suites required per Day (gents)

1

60

40 2,4

00

Suites required per Day (Ladies)

1

30

45 1,3

50

Pants/Trousers

1

35

45 1,5

75

Shirt

1

30

35 1,0

50 Sales for the one day (estimated)

6,375

Sales For the 1 unit for a month (estimated) 191,250

Sales For the 5 unit for a month (estimated) 956,250

Sales For the 5 unit for three month (estimated) 2,868,750

On the basis on this sales forecast we have made and

operating statement of our company that will for the first

three months. It is given on the next page.

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CleanTouch Dry Cleaners Operating Statement

For the Period of Three Months

Rs. Rs. Service Revenue 2,868,750

Less Cost of Goods Sold 1,111,500

Gross Profit 1,757,250

Less Operating Expenditures

Maintenance Cost Of Machinery 22,500 Gas and Electricity Bills 225,000 Bikes Installment 22,500 Fuel Charges of Bikes 9,000 Packing of Dresses 75,000 Depreciation of Machinery 18,750 Staff Salaries 427,500 Per Month Rent 180,000 Cleaning Material 150,000 Advertisement Expense 300,000 Total Operating Expenditures 1,430,250

Income Before Tax 327,000

Income Tax 10% 34,575

Net Income after Taxation 292,425

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Note: for further calculation you can see from excel files.

5.0 Controls

The purpose of the marketing plan is to serve as a guide for

the organization. The following areas will be monitored to

gauge performance.

Revenue: monthly and annual, based on plan

compared to actual sales.

Expenses: monthly and annual, based on plan

compared to actual expenses.

New customer percentage that meets or exceeds stated

expectations.

Customer satisfaction that generated repeat purchases

and referrals.

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Survey Form

Name_____________________

Age__________________

Marital Status_____________________

Education_____________

Income_______________________

Contact #_____________

Are you satisfied from present laundry services?

Yes_________

No_______________

Are the laundry services available to you when you

required?

Yes_______________

No_______________

Is the laundry services provider registered or not for

security purpose?

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Yes_____________

No_________________

Do you think they are providing better services?

Yes_________ No_________

Others_____________

Do you think they use better quality material in their

washing process?

Yes________ No___________

Others_____________

Is the prices of laundry services is affordable?

Yes_________ No__________

Others___________

What prices you pay for:

1. Suits________ 2. Curtains_______3. Shalwar

Qameez

4. Blanket________ 5. Bed sheet________6.Pent Shirt

Are the laundry services provider deliver back cloths

on promise?

Yes______________ No____________

Others_________

Dou think there should be some sort of change?

Yes_________________ No______________

If we provide better services in affordable price you

appreciate it?

Yes __________________ No_____________

Date___________________

Sign__________________________

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Are you satisfy form present laundry services?

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Are the laundry services available to you when you requried?

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the washing process effect your cloths?

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Do uyou think there should be some sort of change?

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If we provide affordable laundry services with better quality u

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Comments:-

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