Running Head MARKETING10Title Marketing.docx

Running Head: MARKETING 10
Title: Marketing
Student’s Name:
Professor’s Name:
Date:
Marketing
Describe or list the feedback you received on Part A of your
marketing plan. Explain how you will use the feedback to
improve your plan.
The feedback is very important in every aspect. The
feedback I received in part A will help me do better in my
writing and make great improvements. I will rectify the areas
that are a bit weak. The areas that I need to improve are the
areas on sentence structuring as well as summarizing the
researched items.
Develop a branding strategy for your product/service that
covers the brand name, logo, slogan, and at least one brand

extension.
Branding is a very essential aspect in every business
since it strengthens the company's uniqueness as well as a
competitive advantage over other companies. Branding has been
attributed to the greatest successes that have ever been achieved
by some of the most prosperous companies across the globe.
Premier Cleaning Company already has a great brand that is
derived from the world Premier. This creates a very good
impression on the customers since it shows the superiority and
quality of the services provided.
The company's slogan will be "keeping the world
clean". This is a very appealing slogan as it motivates people to
keep their environment clean. When a customer comes across
such a slogan, he/she will get the impression that the company
is aimed at transforming the world and making it better. A
unique brand extension will be the provision of another service
under the name of Premier Car Washing. This will be an extra
activity that the company will undertake in addition to homes
and commercial areas cleaning. The Premier Car Washing points
will be distributed across the country to help in reaching more
customers.
Logo
Thoroughly analyze the primary and secondary markets that you
want to target. Thoroughly include the demographic profile
(e.g., age, gender, ethnicity, etc.), psychographic profile,
professional profile, geographic profile, and any other
segmentation variable you deem necessary.
Cleaning services are in very high demand both in
homes and also in the corporate or business areas such as
offices and markets. Before one has decided on the target
market that one needs to have in mind, it is important to find
out the probable profitability of the business when selling the
services to the market identified. Premier Company is aiming at
exploring both the market available in residential homes as well
as business areas. The primary market for the company is

residential homes while the secondary market will be the
business areas such as offices as well as markets. In most cases,
the market in the residential areas comprises of the people who
are employed and they are too buzzy in their work and therefore
they are unable to undertake cleaning in their homes. These are
the people between the age of 20 to 50 years who are still
working in various companies in the country. The working class
can, therefore, afford to pay for the services and this makes
them an important market base for the homes cleaning business
(Njoku, 2015). Another group of customers that the company
target is the males who have not yet gotten married. These will
form a very great customer base since most of these people
mostly do not like engaging in cleaning their residential houses
rather they prefer hiring individuals to clean for them.
Prepare a positioning statement. Include a perceptual map that
shows your company’s position against its competitors. From
this map, create a statement that depicts your position.
The positioning statement for the Premier Company will be:
For customers who are searching for great quality cleaning
services, Premier Company is an entity that offers varying
cleaning services that are more special, affordable and reliable
than those offered by other cleaning services companies and this
makes the customers attain their hygiene targets since the
Premier Company offers customer-centered services that are
distributed and evenly positioned near the customers.
The statement is greatly showing the target market of
the company's services which are the customers who are looking
for high-quality cleaning services. This is an important point
because every customer will look for services that meet their
expectations. The brand of the company is also vividly shown
and the quality and uniqueness of its services are also shown in
the statement. The services were special, affordable and reliable
shows that the company is aimed at improving the lives of its
customers. The positioning statement is also showing the point
of difference between the company and its competitors by
showing the kind and quality of services it offers which are

different from the other companies.
Examine the relevant consumer behavior for your target market.
Explain the main reasons why the brand name, logo, slogan,
brand extension, as well as the positioning statement are right
for the identified target market.
The corporate world is attaining a lot of achievement
as companies, firms and also individuals are working round the
clock to ensure that they set higher business goals and achieve
them effectively and efficiently. Production is one segment in
the business. This involves creating or making a product or
service ready to present it to the market. However, this is not
enough to make a company achieve its goals. It has to sell its
products and services to customers so that its business can
continue and grow. Marketing is one of the most important
aspects of every business. This is where a firm gets an
opportunity to present its product to the consumers. It is a very
sensitive but fundamental aspect that has been widely taken
with a lot of consideration by various entrepreneurs.
Marketing can be defined as the way a product or service
is presented in the market for the buyers to access them and buy
them (Njoku, 2015). However, before the marketing process
starts, a lot of factors have to be considered. The people who
are buying the products or services are a very important part of
a business. These are the consumers who ensure that there is
business continuity whereby the producers produce which the
consumers buy the products and services. Therefore, it is
extremely essential for a business to well understand its
customers and their preference, behaviors, and tastes.
Successful companies have invested heavily in the customers'
satisfaction strategies as well as learning about what they like
and how they behave during the buying process. There are
various factors that very important for entrepreneurs to
understand. These include the behavior of consumers, types of
consumer behaviors as well as the key factors that directly and
indirectly affect the behavior of consumers.
Examine the relevant consumer behavior for your target market.

Explain the main reasons why the brand name, logo, slogan,
brand extension, as well as the positioning statement are right
for the identified target market.
Various things make customers get attracted in
purchasing a particular product. The Premier Cleaning Company
has a lot of features that make it attractive to many customers.
First, it's the brand name which is Premier Cleaning services
makes it unique to many customers. the brand sounds genuine
and special thus attracting many people's attention. Its logo as
well is simple and clears the fact that it portrays the company as
a genuine and reliable one. Its slogan is professional and it
clearly shows the company's goals and the benefit of cleaning
the world. It's brand extension shows that the company offers
various services which are all aimed at making the world a
better place to live. The most important aspect of the company
is its positioning statement as it shows its value to customers
and the uniqueness of its services.
Consumer Behavior
Consumer behavior can be defined as the way buyers of
products and services conduct themselves when during the
purchasing process (Luo, 2019). Consumers are occasionally
seen as the god of the market. They have to be treated with a lot
of care, respect, and concern. Without them, no business can
thrive. Producers would stop producing goods and services
since no one would be ready to purchase them. This behavior is
impacted during the evaluation and purchase of products and
services. It is paramount for the producer to have adequate
knowledge on the behavior of consumers so that they can be
able to produce goods and services that suit the customers’
needs and preferences. Consumer behavior has unique
characteristics and features. Consumer behavior is directly
affected by general human behavior. Both the customer
behavior and human behavior are part and parcel of each other.
They cannot be separated. Human behavior is the one that
makes a buyer decide what to buy and when to buy it. This
behavior is the one that translates to consumer behavior. The

past behavior of an individual can be used to project his/her
future purchase behavior.
Consumers' purchasing behavior keeps changing. This is
because what one is willing to consume today will not be the
same on another day. Tastes, as well as preferences of human
beings, keep changing. For instance, if a new product is
introduced in the market, customers can be pleased with it and
can change their preferences instantly. After consuming the
product for quite sometimes, the customers might change their
preferences and decide to purchase a different product. In
addition to that, when a consumer buys a banana today, he/she
might buy another fruit tomorrow.
Factors such as social, psychological as well as physical
directly impact on the behavior of consumers. Social factors
such as religious beliefs have a very great influence on the
behavior of consumers. For example in some communities, it is
believed that women should stay at home and do home chores
and this is affecting the Premier Company’s marketing of its
services in such areas. Psychologically, consumers might be
having a particular perspective towards a certain product. If the
consumers have a negative perspective or assumption about the
product, they can decide to refuse to buy it. Physical factors
include the nearness of the product to them or even how a
product looks like or if it can meet their physical needs. For
instance, if a person is physically disabled, he/she will prefer to
buy a wheelchair to enable his/her move. When the person gets
healed, preference can change from a wheelchair to a car.
The behavior of the consumer is also a process, not an
event. It usually starts even before the product is produced and
presented in the market. When the consumers are expecting a
new product, there start thinking or assuming on how the
product will look like or how it will meet their expectations.
Then when the product is produced and presented in the market,
the behavior of consumers goes on. This does not stop there.
After the consumers have purchased and used the product, they
either like or dislike it and this determines their future buying

behavior.
Various consumer behaviors
Countless consumer behaviors exist in the current
corporate world. Consumers will behave in very different ways
at different times. The most popular consumer behavior is the
purchasing intensity which is portrayed during festive seasons.
During various festive seasons such as Christmas, Easters and
New Year celebration periods, supermarkets, malls, hotels, and
shopping terminals are always flooded with great numbers of
customers. in addition to that, cleaning services for homes and
other celebration venues are in very high demand. Premier
Company will utilize this opportunity during these pick seasons
for high profitability. Some consumers even save a lot of money
throughout the year so that they can spend them during festive
seasons. During Christmas for instance, sales of foodstuff,
clothing, and vehicles drastically increase. This is the period
Christians celebrate the birth of Jesus. Most of the workers are
always off duties and they spend ample time with their families.
Activities such as car wash are in high demand. Some of them
buy clothes to please their family members. The tourism sector
also benefits a lot since a lot of tourists visit animal zoos,
explore various tourist attractions sites and make a lot of travel.
Tour companies highly source for car washing services for their
vehicles. In addition to that, during Valentine's seasons,
consumers usually purchase a lot of gifts for their loved ones.
Hotels and other recreational firms receive a very high number
of visitors. When this is the case, cleaning services in such
areas such as hotels are in high demand. Premier Cleaning
Company will make sure it increases service delivery during
such seasons of the year.

References
Luo, L. (2019). Temporal Modelling of Customer Behaviour.
Basingstoke, England: Springer.
Njoku, V. (2015). Success Plan and Positioning Strategy 7.0:
Closing The Gap Between Your Primary Goal and A Successful
Outcome. Outskirts Press.
Ozuem, W. (2016). Competitive Social Media Marketing
Strategies. Hershey, PA: IGI Global.
Sobh, T. (2010). Innovations and Advances in Computer
Sciences and Engineering. Berlin, Germany: Springer Science &
Business Media.
Running Head: MARKETING PLAN 12

Title: Premier cleaning services, LLC Marketing plan
Student’s Name:
Professor’s Name:
Date:
Premier Cleaning Services, LLC Marketing Plan
Executive summary
The greatest intention of Premier Cleaning Services,
LLC to enter the cleaning sector is to fill the gap that still exists
as a result of very high demand which is not fully met by the
existing firms. Besides, the company aims at giving satisfactory
services to customers that will make this sector reach greater
heights just like other sectors such as the banking, textile
making, and production sectors. Unlike other existing firms in
this sector, Premier Cleaning Services, LLC will position itself
in a better place to be capable of reaching even international
customers but still not ignoring the local customers. To achieve
this aim, the company is intending to invest a lot of resources in
advertisements and promotions that definitely will be important
tools to reach a wide range of customers. To realize this vision,
the company will integrate technology into all its processes.
Not forgetting the strength of the existing
companies in the sector, Premier Cleaning Services, LLC will
tread carefully in the existing market to ensure they capture
customers' attention and win their trust. This will be achieved
by offering outstanding and customer-oriented services which
will help them develop a stable market niche.
The company
Business description
After a long service in another existing cleaning

services company, Jack, Jane and Derrick came up with a
business idea of starting their own company. The trio had
adequate knowledge and skills in the cleaning industry. Jack
was the human resource manager, Jane was the company's chief
accountant while Derrick was a general worker before they
made tough and daring decisions to quit. Having been in the
company for long, they had seen the opportunities that existed
in the cleaning industry and they intend to make use of them to
realize the dreams. Numerous researches have indicated that
many cleaning services customers do not get the quality of
services that they expect from their cleaning services providers.
Premier Cleaning Services Company will utilize that
opportunity by meeting and going beyond customers'
expectations.
The company will be offering cleaning service
catering to commercial buildings, post-construction homes and
foreclosed homes in preparation of resale. The firm’s great
focus will be on the provision of a high standard and
professional services to its customers. To enable it to reach
many potential customers, employing a social media
advertisement strategy will be an efficient tool. With modern
and advanced cleaning tools, the services offered will be
exceptional. In order to make their international presence make
a mark, the firm will invest in a good website, facebook, twitter
and other social media accounts which will allow easy access by
potential customers who may be in different parts of the word
(Grant, 2007) The firm will operate from its headquarter which
will be located in the capital city. The three founders will have
distinct duties with Jack acting as the head of the operation,
Jane will head the human resource department while Derrick
will be the chief financial officer of the company.
Commercial buildings that will be the company's
greatest target will be the national bank's offices, SACCOs
offices, government buildings such as the national parliaments
and ministries offices, airport buildings as well as learning
institutions' buildings. Homes that will be of great interest to

the company are those located in large estates which are mostly
run by real estate companies. A strong partnership and
relationship will be fostered during the company’s service
delivery processes.
Mission, vision, and objectives
Mission
The mission of Premier Cleaning Services LLC is to grow and
become a very reliable firm that offers highly professional
services to its local and foreign customers while caring for the
residential environment.
Vision
The company is aiming at providing state-of-the-art services
that meet and exceed the expectations of the customers both in
the short and long terms.
Objectives/Objectives
Company’s Short term goal
Premier Cleaning Services LLC aims at increasing its
market base by 15% within the next nine-year. This will also
boost its services production and also profitability. In addition
to that, the firm aims at increasing its workforce by 20% within
the next year. To measure the rate at which the market is
growing, the website visitors will be tracked down.
Company’s long term goal
The cleaning service industry is becoming very
competitive. In that view, Premier Cleaning Services LLC is
aiming to effectively compete with its rivals in the market and
by the end of five years, the company will have become the key
cleaning services company both locally and internationally. By
the end of the 10th year, the company aims at reading more than
500,000 customers. The number of employees is also projected
to reach 10000 in the next ten years. The employment of
extensive technology in almost every part of the operation is
expected to be very high in the company by 2026. Customer
engagement will be used as the metric to determine these long
term longs.
Product/Service

The core services that the company will provide are residential
and business areas cleaning services. In addition to that, the
firm will provide consultancy services related to environment
caring.
Market analysis summary
Industrial analysis
Cleaning services films have in existence for long
therefore, Premier Cleaning Services LLC will not be the first
one in the industry. Some notable films have been operating in
the industry but still, customers are yet to be fully satisfied.
This is evident by the enormous number of complaints from the
clients that are constantly reported. Premier companies will
enter the market to satisfy the customers' needs what is yet to be
done by the existing films.
The initial capital for setting up such a company is
high as compared to other industries that operate through the
online platforms alone. Before opening business doors the film
needs to purchase modern and advance cleaning tools and types
of equipment, cleaning detergents and acquire legal business
permits. To ensure service delivery is effective and efficient,
the company has to have dependable transportation means to
take its employees to their places of work.
Due to the current trends of employing technology
by films in this industry, Premier will come up with more
advanced and modern technology that gives them an added
advantage over their rivals.
Market trends
As many companies and residential buildings as
setting up, there is an increase in demand for cleaning services.
Many businesses have gained trust in cleaning services films
which have rendered them to seek their services. However, to
thrive in this industry, films have to be unique and customer-
oriented. Films willing to survive in the industry have to uphold
high ethical standards which will make them win clients' trust
and confidence (Burn, Marshall & Barnett, 2007). The cost of
services is a key factor in this industry. The provision of

affordable services will help in getting more customers
regardless of the level of competition that exists in the market.
Trends and challenges
Over the last few decades, cleaning services
companies used to use manual means to carry out their work but
with the modern advancement in technology, films have now
embraced the use of technology which puts jobs of employees at
a risk. However, Premier company is trying to expose their
employees to modern technology so that their jobs cannot be
lost in case their manual services are eliminated.
Target market description
Premier company will focus its attention on
commercial buildings and offices, learning institutions,
government offices, and residential homes. With the current
trends in real estate industries, the film will be in a better
chance of developing a large market niche through a partnership
with their potential customers. To gain fair advantages over its
rivals, Premier Company will provide affordable services and
employ price discrimination strategies to its client. Through the
online platform, the film will be in a better position to reach
international clients who might be willing to offer cleaning or
consultation services.
Competitive analysis
Having invested a lot of finance in technology,
Premier Company will have an edge over their rivals who are
yet to embrace the modern and advanced technology. However,
the stiff competition will get from older films that have in
existence for quite sometimes. It will require Premier to work
round the clock to great a market niche. With a lot of effective
advertisement and recommendable services, the film will get a
grip on the market share. The business journey will not be
smooth running always because the existing films may start
imitating Premier's ways of doing business. However, to
counteract this challenge, the film will be constantly improving
its business promotions and service delivery to ensure it is
always in the front line when it comes to the provision of

affordable, dependable, effective and efficient services.
Employing a well-skilled and experienced workforce will
further give the film an added advantage over its rivals. The
human resource manager will have to be devoted to ensuring the
company gets the skills it requires both in the short and long
term achievement of its goals and objectives. To ensure the
workforce gives their best for the best interest of the company
as well as the customers, adequate training and retraining will
be organized and incentives and promotions will be given to
those who perform well. Motivation will act as the driving force
towards the achievement of the company's goals.
Strategy and implementation strategy
Competitive edge and BCG mix
The fact that the film is a newbie in this industry
does not guarantee failure in its businesses. It will work round
the clock to outdo other existing films such as Power cleaners,
Safe and Sound and the Twin Brothers and others in the market
(Mathur, 2011). Premier’s online presence will be well secured
to prevent any potential cyber-attacks. This will be achieved by
allocating adequate resources and skilled manpower to oversee
and operate the platforms. The personnel will be constantly
monitoring the systems and rapidly responding to suspicious
activities or invaders. The cyber threats are most likely to
originate from rival films or other malicious invaders.
Marketingplan
For Premier Company to come up with a sound marketing plan,
the shareholders will follow the following steps;
1. Carrying out the company's current situation analysis will be
focused on defining the company's services and the benefits
they give to its clients which are unique from those of its rivals.
In addition to that, the company will get to define its market
niche and understand what its rival companies are offering and
from that view, it can be in a better position to provide better
services than them.
2. Describing the company’s target audience. Potential
customers will be described as demographics such as sex, age,

lifestyles, financial capabilities, and family composition. This
will enable the company to understand whether the clients are
innovative or conservative, docile or aggressive or whether they
are modern or traditional
3. Outlining the company’s marketing goals. This will entail
what the company target to improve for example 40% increment
of profit annually and a 30% increase of clients semi-annually.
4. Choosing marketing communication strategies to employ
during the marketing process. This is the backbone of the film’s
marketing plan. These marketing strategies will range from paid
adverts, social media marketing, and roadshows advertisements.
5. Allocation of the marketing budget. Finances will be required
to cater to the marketing process. This money will be used to
pay for paid adverts, transportation costs during roadshow
marketing and paying for billboards adverts (Mason, 2019). The
company can acquire finance from banks as loans or use the
shareholder's contributions.
Demographicanalysis
The film will target both high and low-income
companies and homes because it aims to reach all thus acquiring
an immense market share. To reach the literate customers, the
film will focus on newspaper adverts and billboards while the
illiterate clients will be made aware of the services through the
vernacular mass media adverts as well as through word of
mouth marketing.
Need Analysis
Strengths
· The firm has ambitious leaders who will propel it to success
· The firm aims at employing a lot of modern technology in its
production and this will boost its production
· The firm has an attractive work environment and this will
attract skilled workers into the company
Weakness
· The firm has no enough capital to start big but it depends on

loans and grants from good wishers
· Some of the potential customers are low-income earners who
are ignorant about the cleaning services
· Some of the company’s leaders might be corrupt bearing in
mind that some of them will be x-managers from other
companies.
Opportunities
· Companies are now embracing commercial cleaning services
and this is providing a great opportunity for the company
· Due to robust marketing, the firm is likely to have a lot of
popularity among both the local and foreign clients
· Real estate in growing drastically and this is increasing the
demand for cleaning services.
Threats
· Tough government policies and regulations are among the core
threats for the company
· Uncontrolled competition is likely to be a huge threat too
· Tough local and global economic conditions might be great
threats to the company since most customers will not be willing
to pay for the services.
TheSWOTanalysis
Through the SWOT analysis techniques the company's
strengths, weaknesses, opportunities, and threats are well
understood.
Strengths
Premier Cleaning Services LLC's strengths are based
on its innovative use of modern technology in both service
delivery and advertisements. This creates an easy, effective,
efficient and dependable means to increase its loyal customer
base by capturing their trust and attention. This strategy is also
cost-effective to the company which makes it stand tall among
its rivals in the market as far as financial strength is concerned.
Besides, the fact that the three main shareholders are
experienced professionals in cleaning services industries gives
the company an edge over its competitors who might be under

the leadership of unskilled leaders and managers. Unlike its
rivals, Premier Company is investing heavily in ensuring that it
reaches to both local and international clients through the online
platforms. This is projected to rapidly increase the film's market
base over a short period. In the long run, the film will be
capable of setting up offices in different countries across all the
continents.
Weaknesses
The film might experience serious financial problems
if drastic measures are not put in place. The reason for this is
the fact that the company has very few shareholders who might
not be in a better position to adequately fund the company’s
activities. Choosing to acquire loans may result in large unpaid
debts. The company also lacks enough shareholders who can sit
down, analysis the business and come up with all-inclusive
ideas (McManus, White & Botten, 2008) The small number of
shareholders will without a doubt result in biased decisions. The
company might also lack enough experienced manpower.
Opportunities
The film's intention to take their business outside
the borders of the country of origin will offer them a nice
opportunity. My research has concluded that many cleaning
services clients are constantly complaining because they are not
receiving satisfying services from their cleaning services
providers. This is the opportunity Premier company is aiming to
utilize by offering clients-oriented services. Besides, the film is
taking advantage of its rival's ignorance towards the owners of
the low-income house by offering affordable services to them.
Threats
Stiff competition from its rivals is a great threat to
the Premier Company. Both the existing and emerging
companies are posing a great threat that keeps Premier
Company on its toes. This threat is endangering the presence of
Premier Company in the market. Moreover, with the increase in
cyber attacks in the current business era, the film remains at a

risk of becoming a victim of malicious cyber-attacks which can
ruin its business operations.
References
Burn, J., Marshall, P., & Barnett, M. (2007). e-Business
Strategies for Virtual Organizations. London, England:
Routledge.
Grant, R. M. (2007). Cases to Accompany Contemporary
Strategy Analysis. Hoboken, NJ: Wiley-Blackwell.
Mason, D. (2019). Exam Prep for Contemporary Strategy
Analysis with Cases ... Rico Publications.
Mathur, U. (2011). Global Business Strategies: Text and Cases.
I. K. International Pvt.
McManus, J. T., White, D., & Botten, N. (2008). Managing
Global Business Strategies: A Twenty-First-Century
Perspective. Amsterdam, Netherlands: Elsevier.

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