RB LAUNDRY

ANNUAL MARKETING PLAN

2024

I. BACKGROUND OF THE BUSINESS

RB Laundry is a modern and customer-centric laundry service provider located in Whitelane

Sampaguita, Tacloban City, dedicated to providing high-quality laundry solutions to meet the
diverse needs of our clientele. Owned by Ramil Boniel and established in 2024, our laundry shop
has quickly become a trusted destination for individuals and families seeking reliable and
convenient laundry services.

II. EXECUTIVE SUMMARY

At RB Laundry, our mission is to revolutionize the laundry experience by offering unparalleled

convenience, exceptional service, and eco-friendly practices. We strive to exceed customer
expectations while contributing positively to our community and the environment.

Key Features and Services:

 State-of-the-art Facilities: Our laundry shop is equipped with advanced washing and
drying machines to ensure optimal cleaning results for all types of garments and textiles.

 Eco-Friendly Practices: We are committed to sustainability and employ eco-friendly

detergents and practices to minimize our environmental footprint.

 Convenient Location: Situated in a prime location WhiteLane, Sampaguita Tacloban City,

we offer easy accessibility and ample parking for our customers' convenience.

 Express Services: For customers with busy schedules, we offer express laundry services
with quick turnaround times to accommodate their needs.

 Personalized Customer Experience: Our friendly and knowledgeable staff are dedicated
to providing personalized assistance and guidance to ensure a seamless and enjoyable
laundry experience for every customer.
III. CURRENT MARKETING SITUATION

Market Overview:

The laundry service industry in WhiteLane, Sampaguita Tacloban City is highly competitive and
dynamic, with a diverse range of competitors offering various laundry solutions to meet customer
needs. The market is characterized by a mix of traditional laundromats, dry cleaners, and newer laundry
startups, each catering to different segments of the population.

Trends and Insights:

 Convenience is Key: There is a growing demand for convenient laundry services, driven by busy
lifestyles and the desire for time-saving solutions among urban residents.
 Eco-Friendly Practices: Consumers are increasingly conscious of environmental sustainability,
leading to a rising preference for eco-friendly laundry practices and products.
 Digitalization: The proliferation of digital technology has transformed the way consumers access
and interact with laundry services, with a growing reliance on online platforms and mobile apps
for scheduling and payment.
 Shift in Demographics: The demographic composition of our target market is evolving, with a
significant portion of our customer base consisting of young professionals, students, and
families seeking hassle-free laundry solutions.

Competitive Landscape:

 Direct Competitors: We face competition from a range of local laundromats, dry cleaners, and
laundry startups, each vying for market share through competitive pricing, service quality, and
convenience.
 Indirect Competitors: Other alternatives such as in-home laundry machines and laundry
pickup/delivery services pose indirect competition to our brick-and-mortar business model.
IV. THREATS AND OPPORTUNITIES

OPPORTUNITEIES THREATS

ECONOMY -Market Expansion: During - Economic Downturn:

economic recoveries, there Economic recessions or
may be opportunities to downturns could lead to
expand into new markets or reduced consumer spending
demographics as consumer on non-essential services like
confidence and spending laundry, impacting revenue.
increase.
- Inflation: Rising inflation
-Value-Added Services: rates may increase operational
Offering cost-effective laundry costs, such as utility expenses
solutions or bundled packages and detergent prices,
could appeal to budget- squeezing profit margins.
conscious consumers during
economic uncertainties.
MARKET -Niche Targeting: Identifying -Saturation: A saturated
and catering to niche markets market with numerous
or underserved demographics competitors may result in
could create new revenue price wars and decreased
streams and foster customer profitability.
loyalty.
-Market Segmentation: -Changing Consumer
Tailoring services to specific Preferences: Shifts in
customer segments based on consumer preferences or
demographics, behaviors could lead to
psychographics, or geographic decreased demand for
locations can help traditional laundry services.
differentiate your offerings
and capture market share.
COMPETITION -Competitive Advantage: -Intense Competition:
Leveraging unique selling Aggressive competition from
propositions such as superior both traditional and new
service quality, eco-friendly entrants in the market may
practices, or innovative pose a threat to market share
technologies can help and profitability.
differentiate your laundry
shop and attract customers.

- Strategic Partnerships: Price Wars: Competitors

Collaborating with engaging in price-based
 complementary businesses or competition could erode profit
service providers can create margins and devalue the
synergies and expand your perceived quality of laundry
customer base. services.
TECHNOLOGY -Technological Integration: -Automation: Increased
Embracing technology such as automation and robotics in
online booking platforms, the laundry industry may lead
mobile apps for scheduling to workforce displacement or
and payments, or RFID require investments in new
tracking systems can enhance technologies to remain
operational efficiency and competitive.
improve the customer
experience. -Disruptive Technologies:
Advances in laundry
-Innovation: Investing in technology, such as home
research and development to washing machines with
innovate new laundry advanced features or mobile
solutions or adopt emerging laundry apps, could disrupt
technologies can position your the traditional brick-and-
laundry shop as an industry mortar laundry business
leader and attract tech-savvy model.
customers.
POLITICAL AND SOCIAL FORCES -Government Incentives: -Regulatory Compliance:
Taking advantage of Changes in labor laws,
government incentives or environmental regulations, or
subsidies for businesses health and safety standards
implementing eco-friendly may increase compliance costs
practices or employing local and operational complexities.
workforce can reduce costs
and enhance competitiveness. -Trade Policies: Tariffs or trade
restrictions on imported
-Advocacy and Lobbying: laundry equipment or supplies
Engaging in advocacy efforts could impact supply chain
to influence favorable policies logistics and increase costs.
or regulations that support the
laundry industry can create a
conducive business
environment

CLIMATE -Sustainable Practices: -Natural Disasters: Climate-

 Embracing eco-friendly related events such as floods,
practices such as water hurricanes, or droughts may
conservation, energy disrupt operations, damage
efficiency, and waste reduction infrastructure, and impact
can not only mitigate supply chains.
environmental risks but also
attract environmentally -Environmental Concerns:
conscious customers. Increasing awareness of
climate change and
-Green Branding: environmental sustainability
Communicating your laundry may lead to stricter
shop's commitment to regulations or consumer
sustainability through green backlash against businesses
branding and marketing with high carbon footprints.
initiatives can resonate with
consumers and differentiate
your business in the market.

V. OBJECTIVE
A. SALES

SALES FORECAST

RB LAUNDRY SALES FORECAST FOR 2025

MONTH ACTUAL SALES FORECASTED GROWTH RATE PROJECTED SALES 2025

Jan-24 ₱ 150,000.00 10% ₱ 165,000.00
Feb-24 ₱ 155,000.00 10% ₱ 170,500.00
Mar-24 ₱ 160,000.00 10% ₱ 176,000.00
Apr-24 ₱ 165,000.00 10% ₱ 181,500.00
May-24 ₱ 170,000.00 10% ₱ 187,000.00
Jun-24 ₱ 175,000.00 10% ₱ 192,500.00
Jul-24 ₱ 180,000.00 10% ₱ 198,000.00
Aug-24 ₱ 185,000.00 10% ₱ 203,500.00
Sep-24 ₱ 190,000.00 10% ₱ 209,000.00
Oct-24 ₱ 195,000.00 10% ₱ 214,500.00

"Our sales forecast indicates a significant percentage increase in sales for the upcoming period,
building upon our past performance. With projected figures showing robust growth, we
anticipate a 10% rise in sales compared to previous periods. This positive outlook is
underpinned by several key factors, including accessibility and quality of service. Moving
forward, we are poised to leverage this anticipated growth to further strengthen our market
position and capitalize on emerging opportunities, while remaining agile in response to evolving
market dynamics."

B. ROI

VI MARKETING STRATEGY
Objective: To establish our laundry shop as the market leader in Tacloban City and achieve a
30% increase in market share within the next year.

Marketing Strategy: Market Penetration

Approach:

1. Market Penetration: Focus on intensifying efforts within the existing market to capture a larger
share of customers by offering competitive pricing, superior service quality, and convenience.
2. Customer-Centric Approach: Prioritize customer satisfaction and loyalty by providing
exceptional service, personalized experiences, and proactive problem-solving.
3. Digital Marketing: Leverage digital channels such as social media, email marketing, and search
engine optimization to increase brand visibility, engage with customers, and drive conversions.
4. Local Partnerships: Form strategic partnerships with local businesses, residential complexes, and
universities to expand reach and attract new customers through joint promotions and
collaborations.
5. Community Engagement: Engage with the local community through sponsorships, events, and
charitable initiatives to build brand awareness, goodwill, and loyalty.
6. Continuous Improvement: Regularly solicit feedback from customers to identify areas for
improvement and innovate new services or features to meet evolving customer needs and
preferences.

MARKET DIFFERENTIATION

RB laundry shop stands out in the competitive market through a multifaceted approach to
market differentiation. We prioritize eco-friendly practices, using sustainable detergents and
energy-efficient machines to appeal to environmentally conscious consumers. Our commitment
to superior service quality ensures that customers receive personalized assistance, quick
turnaround times, and meticulous care for their garments. Leveraging advanced technology and
innovation, we offer cutting-edge cleaning solutions and convenient online booking options.
Our customized services cater to individual preferences, while community engagement
initiatives and transparent pricing reinforce our commitment to local support and customer
satisfaction. With a strong brand identity and storytelling approach, we differentiate ourselves as
a trusted, eco-conscious laundry solution that prioritizes quality, convenience, and community
involvement."
MARKET POSITIONING

RB laundry shop strategically positions itself in the market by offering premium-quality services
coupled with a strong emphasis on reliability and attention to detail. We differentiate ourselves
as a provider of top-tier garment care, leveraging high-quality detergents, advanced equipment,
and skilled staff to ensure exceptional cleaning results. Moreover, we position our laundry shop
as an environmentally responsible choice, catering to eco-conscious consumers by prioritizing
sustainability through the use of biodegradable detergents and energy-efficient processes.
Additionally, we pride ourselves on convenience and accessibility, positioning our shop as a
convenient solution for busy individuals and families with extended operating hours, quick
turnaround times, and hassle-free pickup/delivery options.

Our commitment to personalized service and customization further sets us apart, allowing us to
tailor our services to meet the unique preferences of each customer. By actively engaging in
community events and initiatives, we reinforce our connection with the local community,
positioning ourselves as an integral part of the neighborhood fabric. Furthermore, our
transparent pricing and clear value proposition communicate the benefits of choosing our
services, emphasizing quality assurance, convenience, and environmental sustainability. Through
a compelling brand identity and authentic storytelling, we aim to resonate with our target
audience, emphasizing our journey, values, and commitment to customer satisfaction and
community impact. By effectively positioning our laundry shop in the market, we differentiate
ourselves from competitors, attract our desired clientele, and cultivate a loyal customer base."

MARKETING MIX STRATEGY

Product Strategy: Our laundry shop's product strategy focuses on providing a comprehensive
range of laundry services tailored to meet the diverse needs of our customers. In addition to
core services such as washing, drying, folding, and ironing for various types of garments and
fabrics, we offer a variety of additional services to add value and cater to specific requirements.
These include stain removal, garment repair, and eco-friendly cleaning options, allowing us to
differentiate ourselves from competitors and meet the evolving demands of our target market.
Furthermore, we pride ourselves on offering customization options that allow customers to
tailor their laundry preferences, such as choosing their preferred detergent, wash cycles, and
special instructions. This emphasis on personalized service ensures that each customer receives
a unique and tailored experience, enhancing satisfaction and loyalty.

Price Strategy: In terms of pricing strategy, our laundry shop adopts a competitive yet value-
driven approach to pricing that balances affordability with the quality and convenience of our
services. We offer competitive prices that provide value for money while reflecting the superior
quality of our service and the convenience we offer to our customers. To accommodate different
budget preferences and service expectations, we implement tiered pricing based on service
levels, with options for basic, standard, and premium packages. Additionally, we regularly offer
discounts for bulk orders, loyalty programs, referral incentives, and seasonal promotions to
attract and retain customers. Our commitment to transparent pricing ensures that customers
know exactly what they are paying for, with clear, itemized invoices and no hidden fees,
fostering trust and confidence in our brand.

Distribution Strategy: In terms of distribution strategy, our laundry shop utilizes a multi-
channel approach to ensure convenient access to our services for customers. We have
established a physical storefront in a strategic location with high foot traffic and ample parking,
providing easy access for customers who prefer to visit the store in person. Additionally, we
offer an intuitive online booking platform and mobile app for customers to schedule pickups,
track orders, and make payments conveniently from their smartphones or computers. For added
convenience, we provide pickup and delivery services, allowing customers to have their laundry
picked up and returned to their doorstep at their preferred time. Furthermore, we have formed
partnerships with local businesses, residential complexes, and universities to expand our
distribution channels and reach new customer segments through joint promotions and
collaborations.

Promotion Strategy: Our promotion strategy encompasses a variety of tactics aimed at

increasing brand awareness, engaging with customers, and driving conversions. We leverage
digital marketing channels such as social media, email marketing, and online advertising to
increase visibility and reach our target audience effectively. In-store signage and displays are
used to promote our services, highlight special offers, and reinforce brand messaging to
customers visiting our physical storefront. Additionally, we operate a referral program where
existing customers are rewarded for referring new customers to our laundry shop, incentivizing
word-of-mouth referrals and driving customer acquisition. Community engagement is also a key
aspect of our promotion strategy, as we actively participate in local events, sponsorships, and
charitable initiatives to enhance brand awareness, goodwill, and loyalty within the community.
Finally, we encourage satisfied customers to leave positive reviews and testimonials online to
build credibility and attract new customers through social proof.
MARKETING EXPENDITURE LEVEL

Advertising and Promotions Budget for RB LAUNDRY

Digital Marketing:

 Social Media Advertising: 3,000 per month

Total Digital Marketing Budget: 3,000 per month

Promotions and Discounts:

 Promotional Offers and Discounts: 5,000 per month

Total Promotions and Discounts Budget: 5,000 per month

Total Advertising and Promotions Budget:

 Digital Marketing: 3,000 per month

 Promotions and Discounts: 5,000 per month

Total Budget for Advertising and Promotions: P8,000 per month

VII. PROFIT & LOSS

PROFIT & LOSS STATEMENT

VIII. CONTROLS

After implementing the marketing plan for my laundry shop, it's imperative to evaluate the
outcomes, pinpoint any issues, and take corrective measures promptly. Examples of potential
problems include low customer retention, declining sales revenue, negative customer feedback,
operational inefficiencies, competitive pressure, seasonal fluctuations in demand, technology
issues, and financial constraints. Starting with defining key performance indicators (KPIs) aligned
with my objectives, I'll collect data and analyze results against predetermined targets. By
comparing actual outcomes with expectations and conducting a root cause analysis, I'll gain
insights into any deviations. Soliciting feedback from customers, employees, and stakeholders
will provide valuable perspectives. I'll then identify areas for improvement and develop a plan to
address any performance variations or challenges encountered. Clear communication of
changes will be followed by monitoring progress and iterating strategies based on feedback and
market dynamics to ensure the continued success of my laundry business."