Applied Marketing

- DHWANI SHAH- RACHAITA VYAS

Product

• A laundry service + shoe repair service • a convenient, affordable way to get their

garments cleaned and expensive shoes repaired.

• We have recognized a need for busy business people and the like to have a convenient and affordable way to get their footwear cleaned and repaired

Competitors

• DIRECT:Laundry service companiesCobblers

• INDIRECTShoe selling companies

UNIQUENESS

• Adding a pickup and delivery service in the least possible time.

• Tie ups with hotels and restaurants for the guests and staff.

TARGET SEGMENT:• Businessman• Restaurants, hotels

The Shoe Laundry, Shoe Care Process:

Dismantle the shoeWash it thoroughlyInspect the shoeRepair the shoeAssemble the shoeLook at the shoe and think, "would I wear it?“Deliver the shoe back to the customer

COMPANYSTRENGTHS:• Competent staff support to guarantee the customer quick and

convenient service as a time-saver.• Additional offers to the regular customers like:-a customer’s seventh receipt would provide a chance to have clothing dry-cleaned or shoes repaired for free -Referral Programs : Refer a customer to our business and receive a 10% discount. This makes it valuable and cost effective.-A basic website will be launched in order to promote our services. -E-mail reminders to reinforce customer satisfaction, newsletters, e-mail marketing, specials, or seasonal offers can further keep customers interested in our services.

WEAKNESS:• Less experienced than rival companies.

• Because of newness to the market, and to create brand awareness, a limited marketing budget is a requirement.

• Business start-up necessitates debt.

Vision and Mission

Vision:• Making available the shoe laundry facility to

one and all and to make footwear hygiene and shoe care a part of every individual’s lifestyle.

Mission:• Pick up, Mend, Deliver – Your shoes, from and

to your doorstep, thereby enriching your daily footwear wearing experience.

CUSTOMERS• MARKET SEGMENT- businessman, hotel staff

and guests.

• INFORMATION- newspaper ads, word of mouth

COMPETITORS• Laundry services

• Cobblers- as they repair and clean the shoes

• Shoe selling shops- branded companies give provision of repairing the shoes

Marketing Strategy

Segmenting:• Sex: Both males and Females.• Age: All age groups• Occupation: Business men and Elite Class

people• Area: Urban

Target Group:• Elite Class People• Busy Businessmen

Positioning statement:• For Elite Class people and business men who

value their shoes, Orchid Shoe laundry offers a shoe laundry with pick up and drop service. Unlike the other companies in town, we focus on shoes mainly and our services differ from brand to brand and even the material of the shoe. With this innovative idea we plan to help the customers according to their needs and specifications.

Marketing Mix

Product:• A laundry service + shoe repair service • a convenient, affordable way to get their

garments cleaned and expensive shoes repaired.• We have recognized a need for busy business

people and the like to have a convenient and affordable way to get their footwear cleaned and repaired

Price:• Price is a USP, but only a minor one and cannot be our only

consideration.• An offer of a 15% to 20% discount to clients who sign a one-year

contract is the most affordable offer to consider on an order.• Price - is important in this market because the customer purchasing

decisions start here. Our price is workable, and with additional USPs may have the distinction to garner the profit margin we desire.

• High-low pricing• Method of pricing for an organization where the goods or services

offered by the organization are regularly priced higher than competitors, but through promotions, advertisements, and or coupons, lower prices are offered on key items. The lower promotional prices are designed to bring customers to the organization where the customer is offered the promotional product as well as the regular higher priced products

Promotion:• ads in local papers• putting coupons in the papers • word of mouth • seasonal offers

Place• Direct Shop front• Online orders – Pick up and Drop service

Porter’s Five Force Model1. Threat of New Entrants:• Threat of new entrants: low• Barriers to entry: low• Investment cost: high• Product differentiation• Absence of strong brands and customer loyalty

2. Bargaining power of suppliers: • Numbers of firms supplying the resources:

Less• Cost of switching to alternate sources: high

cause a significant part of the production process might have to be changed.

• Bargaining power of suppliers: High

3. Bargaining power of customers:• Low• Size of order may depend and so will the price• Number of firms: Less• Number of customers is increasing cause of

the growing awareness

4. Substitute products:• Degree of competitive rivalry: Low as number

of competitors are low• Power of buyers is high• No exit barriers so firms can easily exit this

reducing the competition

Contingency Planning

• Possible Risks: 1.Increased number of competitors2.Preference towards competitor’s products

Solutions: 1. Alter pricing strategy2. Increased promotion through campaigns3. Advertising advantages of shoe hygiene4. Facilitate accessibility and availability