Laundry marketing strategy for established Laundromat and startups


Marketing strategy is always a combination of advertising, promotional efforts and word to mouth programmes.  

Mission

Laundry business should have one mission that to provide the customer with most pleasant laundry experience in the local area they are serving. Because 90% customer you will get in this business will be local. With a strict adherence to this maxim, success will be ensured.  Your services should 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 fewyears.
·         Reduce overhead by 2% to 3% per year.
·         Holding spending, as a percentage of revenues, at a steady level.

Target Marketing                                                                                                                                                                                                                                                

In Laundry Promotion strategy we have to understand that the market can be divided into one main group and one minor group.  The main group can be students group studying nearby schools and college and leaving in campus or out of campus. 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. A small group of customers will be low-income individuals and families that do not have laundry abilities at their home/ apartments                                                                                                                                   


Positioning

Laundromat will position them selves as a clean,

customer centered laundry service that provides a reasonably quiet facility for
studying or internet based research/ surfing.

Strategy Pyramids


The single objective isto 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.
                                                                       

Marketing Research                                                                                                                                                                                                                                                       

Laundry business owners  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 and Email Marketing will help to understand the interest of customers that they are really looking for service and by Lead Nurture Email Marketing they can be turn in customer .  

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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