2. 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
4. 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
5. The Shoe Laundry, Shoe Care Process:
Dismantle the shoe
Wash it thoroughly
Inspect the shoe
Repair the shoe
Assemble the shoe
Look at the shoe and think, "would I wear it?“
Deliver the shoe back to the customer
6. COMPANY
STRENGTHS:
• 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.
7. 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.
8. 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.
10. COMPETITORS
• Laundry services
• Cobblers- as they repair and clean the shoes
• Shoe selling shops- branded companies give
provision of repairing the shoes
11. Marketing Strategy
Segmenting:
• Sex: Both males and Females.
• Age: All age groups
• Occupation: Business men and Elite Class
people
• Area: Urban
13. 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.
14. 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
15. 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
16. Promotion:
• ads in local papers
• putting coupons in the papers
• word of mouth
• seasonal offers
18. Porter’s Five Force Model
1. 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
19. 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
20. 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
21. 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
22. Contingency Planning
• Possible Risks:
1.Increased number of competitors
2.Preference towards competitor’s products
Solutions:
1. Alter pricing strategy
2. Increased promotion through campaigns
3. Advertising advantages of shoe hygiene
4. Facilitate accessibility and availability
