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This sample marketing plan was created with Marketing Plan Pro software.

The marketing strategy will be using a combination of advertising, promotional efforts and word of mouth programs.

Mission

Campus Laundry's mission is to provide the customer with the most pleasant laundry experience in the Ann Arbor 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. 

Marketing Objectives

  • Maintain steady, controlled growth.
  • Decrease customer acquisition costs by 2% per quarter.
  • Steadily increase market penetration.

Financial Objectives

  • 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.

Target Marketing

The market can be segmented into one main group and one minor group.  The main group is students who live in either on-campus or of- campus housing.  The group of on-campus students are looking for a laundry facility off premises allowing them to escape from the dorm.  The larger subgroup of the students are off-campus students who do not have in-house laundry facilities. While many college students are able to get by without doing laundry all that often by always wearing "sweats," at some point they need to do laundry.  Additionally, many of the students participate in athletic activities, increasing their need for clean clothes. 

A small group of customers will be low-income individuals and families that do not have laundry abilities at their home/ apartments.

Positioning

CL will position them selves as a clean, customer centered Laundromat that provides a reasonably quiet facility for studying or internet based research/ surfing.  The desired positioning will be achieved by leveraging their competitive edge:

  • CL's competitive edge is the customer-centric facility.  The storefront is relatively quiet and always clean creating a atmosphere conducive to getting work down.

Strategy Pyramids

The single objective is to position CL as the premier Laundromat serving the student of Ann Arbor, MI, quickly increasing market penetration through superior service offerings.  The marketing strategy will first seek to customer awareness regarding the services provided, develop the customer base, and work toward building a loyal following.

The message that CL seeks to communicate is that their facility is orientated toward students with clean and quiet facilities.  This message will be communicated by various methods.  The first method will be advertisements placed in the student newspaper.  The second method will be a promotional effort based primarily on coupons.  The third method of communication will be networking.  The networking effort will be used to assist the word of mouth effort.

Marketing Mix

Campus Laundry's marketing mix is comprised of the following approaches to pricing, distribution, advertising and promotion, and customer service. 

  • Pricing- The different services will have posted, set prices.
  • Distribution- All services will be distributed from CL's store.
  • Advertising and Promotion- CL will use three forms of advertising to generate awareness about their service offerings.
  • Customer Service- CL will take the approach that outstanding customer service is necessary for developing a sustainable, profitable business.

Marketing Research

CL used to forms of market research to gain insight into their proposed market.  The first type of research was a survey that was handed out to students.  The goal of the survey was to determine the most important elements or value that a Laundromat has for students.  The results of the survey were quite illuminating.

The other market research that was conducted was a competitive analysis of the different players in the market.  CL studied what their product offerings were, how they differentiated themselves, how much demand they had, and how they interacted with customers.  Both marketing research efforts were very helpful to CL in validating their idea and gave them the confidence to move forward with the project.

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