simplex_ cleaning service branding

Brandwitz 2014, Round 2: Product brandingcleaning serviceTEAM SIMPLEX

Industry

Analysis &

Market

Understanding

swot

Porter’s

5 forces

Market

insight

Industry Analysis & Market Understanding

Buyer’s Behavior TG Identification Marketing Mix Branding Campaign FeasibilityMonitoring &

Evaluation

Str

engt

hs • Good Financial backing

• Cleaning is something that everyone essentially needs

• Most people consider it to be premium

• The customer base is very loyal

Opp

ortu

nitie

s • Offices are growing

• Cleaning services are concentrated in Dhaka, outside this region many companies are growing

• Its now the ‘in’ thing and considered fashionable

• Most people consider it to be premium

• Room for improvement and innovation

• Vast avenues for expansion

SWOT



Evaluation

SWOT

Wea

knes

ses • Not many people are aware of its

existence, so the clientele is limited

• Not enough information about the existing companies is available in any case, so accessing the companies are hard for the clients

• Training of fairly untrained individuals are necessary to enter the market

• The customer base is very loyal

Thr

eats • Existing competitors pose a

threat for new entrants

• Trained workers may get snatched

• Traditional cleaning services in Bangladesh in the form of Kajer Buas is very strongly integrated



Evaluation

Porter’s 5 forces

Competitive Rivalry:

HIGH

Bargaining Power of Buyers:

HIGH

Threat of Substitutes:

HIGH

Bargaining Power of Suppliers:

LOW

Threat of New

Entrants:

LOW



Evaluation

So we understand:

• Not an easy industry to get into and we need to make it even tougher

• We need to be fully aware of the substitutes and the competitions and make sure that our integration is such that they don’t pose that big of a threat

• The customers are the ones who need to be satisfied the most so our brand essence has to be as such

• Suppliers don’t hold much power anyways



Evaluation

insight

We need to produce ABSOLUTE cleaning services to satisfy the niche need!



Evaluation

insight A • All in one

B • B2B Contacts

S • Simple

O • Only for some people

L • Limited number of clients

U • Unique Service

T • Training Required

E • Extendable to a Product

Buyer’s

behavior



Evaluation

Service breakdown

• Office Cleaning

• Domestic Cleaning

• Retail Cleaning

• Party Cleaning

• Healthcare Cleaning

• Industry Cleanings

• Daycare and School Cleaning



Evaluation

Office cleaning

• Big and Growing Customer Base

• Fairly basic form of training

• Specific customer base with specific needs

Feasible



Evaluation

Healthcare cleaning

• Handling of medical waste requires extensive training

• Is very risky

• Most hospitals have a pre-established trained and experienced staff who are irreplaceable

Not Feasible



Evaluation

Industry cleaning

• Handling of industrial waste requires extensive training

• Most industries have their own well trained and experienced waste disposal staff

• Waste disposal systems of industries are confidential

Not Feasible



Evaluation

Day care & school cleaning

• Is present in copious amounts all over Bangladesh

• Entrance into the arena may prove difficult

• Pre-established strong system

Not Feasible



Evaluation

domestic cleaning

• Upper Class people think its trendy and for such people with larger houses, its almost like a requirement

• Increasing number of working homemakers don’t have the time to deal with housemaids

• Still fairly untapped by the competitors

Feasible



Evaluation

retail cleaning

• Shops, Restaurants and Hotels are fairly untapped by other competitors

• Not much extra training of staff will be required

• Currently the hotel and shop staff clean the premises, so the cleaning is not necessarily up to the mark

Feasible



Evaluation

event cleaning

• Can tap both into the office and domestic market through this

• Decorators don’t clean up that well, so room for improvement

• B2B contacts with decorators will ensure future business and extend the reach of the business

Feasible

Target group

identification



Evaluation

Tg &

segmentation

Geographic(household &

corporate)

urbanDhaka and Chittagong

Concentrate on:

Main Commercial zones

Upper-class residential areas

Semi urban

Mainly commercial buildings

Corporate branches

Liaison with catering services and decorators



Evaluation

Main broadsegments

household corporate

Tg &

segmentation



Evaluation

Tg &

segmentation

corporateMedium sized

officesLarge offices

•Need professional services

•Would prefer specialized services

•Willing to pay a lot for exclusivity

•Have a hygiene and safety standard to

meet

Retail & events

Still largely

untapped in

terms of using

specializedcleaning

services



Evaluation

Tg &

segmentation domesticUpper class

Upper

middle class

•Effects of globalization

•It’s trendy and new

•Have high disposable income

•Home-makers are mostly working

•Office personnel who use service at office

and will also use at home( exclusive)

communitie

s

Marketing

mix

product price

place promotion



Evaluation

product

Integrationwith

decorators, ancillaries & retail shops

Cleaning solutions have

to be

Absolut

Training differentiatedaccording to household &

office

Specific

types for specific

purposes



Evaluation

place

• At different head officessituated primarily in Gulshanand Motijheel

office

• Lifestyle shops, Grocery stores, in front of

schools &

Beautyparlors

household

• Making connections with various decorators, shops and hotels

retail



Evaluation

promotion • Email, Website development and social media

(Virtualpresence),

Directmarketing, BD

jobs, portfolio

office

• Magazines( for

women), Retailshops ( Agora, Swapno, MeenaBazaar, Beauty Parlors

household



Evaluation

price

Online(FB &

YOUTUBE)

Printmedia

Tvadvertisement

radio

Personalselling

billboards

Cantee

nbranding

Btlactivation

Branding

campaign



Evaluation

Brand logo



Evaluation

Brand

tagline



Evaluation

Brand

essence

All- encompassing (absolute), Best-service,

Feeling of reassurance



Evaluation

Brand color & identity

The color “BLUE”All our

workerswill be in blue

uniform

All the

equipmen

t will be blue

The productwhen launched

will be

packaged in

blue



Evaluation

Campaign

breakdown

CAMPAIGN BREAKDOWN

FOUNDATION PHASE

Office stabilization

phase

Expanding the horizon phase

START WITH A BANG phase!

Retain & re-establishment

phase



Evaluation

Campaign

breakdown:Phase 1 (foundation

phase)

Create infrastructur

e

Train workforce

Create liaisons

• Establish Infrastructure in terms of

proper location ( head office).

• Purchase products for the initial start

up

• Train employees in both job handling

and etiquette. This works as a

differentiating factor

• Liaison has to be established with

hotels, communities for households,

retail stores, vendors and decorators



Evaluation

Campaign

breakdown:Phase 1 (foundation

phase)

Create infrastructur

e

Train workforce

Create liaisons

• Establish Infrastructure in terms of

proper location ( head office).

• Purchase products for the initial start

up

• Train employees in both job handling

and etiquette. This works as a

differentiating factor

• Liaison has to be established with

hotels, communities for households,

retail stores, vendors and decorators

6

months



Evaluation

Campaign

breakdown:Phase 2 (start with a bang

phase)

Advertisement on

television

Social media

Portfolio & re-establish

liaisons

Free trial period

• Advertisements are more impactful in

terms of grabbing attention

• Use the ad in social media as our

target group will have virtual presence

• In order to differentiate portfolio is used

in conjunction with normal

communication

3

months• Encourage new

users



Evaluation

Campaign

breakdown:Phase 2 (start with a bang

phase)

The AD

Boss coming

back!Office party!

Only god can

save us!



Evaluation

Campaign

breakdown:Phase 3 (office stabilization phase)

6

months

Get new, retain old

Loyalty packages

events

• Expansion into the specific segment

• Ensuring repeat purchasers

Cleaning up:

• Office party

• Weddings

• parties



Evaluation

Campaign


6

months

communities

Retail stores

Tv

advertisement

Print ads in

magazines

mupi

Tv

advertisement

Print ads in

magazines

mupi



Evaluation

The AD

BUA GONE!EID TIME!

Only god can

save us!

Campaign




Evaluation

Campaign

breakdown:Phase 5 (retain & re-establishment phase)

1

Year

Lifestyle

page in

Facebook

Frequency

& loyalty

based offers

Special

occasions

Mobile texts



Evaluation

Lifestyle page

Tips & tricksads

Platform for

introducing

the product!

Campaign

breakdown:Phase 5 (retain & re-establishment phase)

feasibility



Evaluation

Employees might leave after receiving training

People might free ride after trial period

Behaviors of affiliations will reflect on us

Liaisons are tough to make

Ads & mupis are expensive

feasibility



Evaluation

Gaandt

chart



Evaluation

financials

Estimated Total cost6,73,60,00

0

Estimated Total revenue 42,60,000

Estimated roi 6.32

Monitoring

&

Evaluation



Evaluation

Social media

Workers training

monitoring

Service frequency

Monitoring & evaluation



Evaluation

Monitoring & evaluation

• Likes after every phase

• Likes generated in videosSocial media

• See if our subscription matches our targets

• Track subscription after every phase

Service frequency

• Pre-testing & post-testing during the training phase

• Random testing!

Worker’s training

Thank you!

YOUR QUESTIONS ARE WELCOME

simplex_ cleaning service branding

Marketing

niche need

experienced staff

suchsuppliers dont

thisdecorators dont

absolute cleaning services

shop staff

extra training of staff

specialized serviceswilling