Entrepreneurship Title: Shoe cleaning services at MITC Ayer Keroh (Marketing Overview)

1. 5.0 MARKETING PROGRAM
5.1 Marketing Overview
The company provides shoe cleaning system. Currently it is only available at foreign site like at
Little Tokyo, South California. But due to changing life styles, incomes, and the increase in clothing
expenditure, this business is said to be a money breaker. Customers will drop off their shoes with
doormen or receptionist. This company will get professional help from both local or foreign cobblers and
shoe cleaners, to ensure a good quality of service and consistency in the service quality.
The ideal location for the shoe cleaning and repairing service is at MITC Ayer Keroh, since it is
surrounded by the existing high-density residential area. It is a high-rise residential area that mostly
occupied by students and workers, hence the target market of the company is the students and daily job
workers. It would be an ideal location for this business since these residents of the area will pass by the
shop as they went to work, school and etc. Not only that the company serves cleaning services, but it is
also make and sell our own shoe cleaning products. These products will be supplied to local shoe shops,
supermarket and hypermarket in Malaysia, for shoe cleaning purposes. The business success will depend
on quality and convenience of the service, customer opinions, and competitor response.
5.2 Marketing Programs
5.2.1 Sales Forecast
The company will start off by matching the main competitor's prices (if there’s any) and will
be closely monitoring our financials to make sure that the company develop a sustainable
business without heavily discounting the services to win customers. All sales inquiries will be
initially handled by the business owner. The company will also train all the employees,
especially those facing the customers, in customer service to make sure that the customers are
fully satisfied, as such customers will not only stay longer with the company but will also refer
other customers to the company. The company will offer limited discounts to the customers with
large recurring orders and also provide incentives for new customer referrals. Furthermore, the
company also can reduce the competitors (whom are the cobblers that mostly work by the
streets) by giving them to work with the company with reasonable salaries.

2. Table 5.1: Sales forecasting of cleaning products for per month
Distribution Units
Price per
Unit/Services (RM)
Forecast Sales
(RM)
Direct to Consumer
 Soap
 Wax
 Glue
 2000
 1200
 1500
 10
 12
 8
 20000
 14400
 12000
Retailer
 Soap
 Wax
 Glue
 500
 200
 400
 8
 10
 6
 4000
 2000
 2400
Wholesaler
 Soap
 Wax
 Glue
 3500
 2000
 2500
 5
 7
 3
 17500
 14000
 7500
Monthly Forecast
Sales
93800
Table 5.1 shows the estimated sales of the company’s product (Soap, Wax & Glue) per
month. According to table 5.1, about 4700 unit of products estimated to will be sold directly to
the consumer to use the company’s products at home. Only few amounts of products will be
distributed among retailers (1100 units). In addition, remaining products (8000 units) will be
distributed to the wholesalers at the lowest prices.
Total: 4700
Total:
Total: 1100
46400
8400
390008000

3. Table 5.2: Sales forecasting of cleaning service per days
Distribution Services
Price per Service
(RM)
Forecast Sales (RM)
Consumer (Automatic
Service)
4 x 24 15 1440
Consumer (Manual
Service) – Purp Special
1 x 8 30 240
Consumer (Manual
Service) – Purple Label
Detail
1 x 8 40 320
Daily Forecast Sales 2000
Meanwhile, table 5.2 shows the estimated sales of the company’s services (Manual and
automatic operations) per days. This services company will be divided into two categories that is
manually operated cleaning process and automatic machine use. The manual cleaning are said to
be operate for 8hours from 10am – 6pm, expected to be slower that automatic cleaning that
comes with 4 machines with 24 hours services. The price of each machine service is said to be
RM 15 that will be cleaned in 25min. Since, it is estimated about 24 people will be using the
machine for each day, it is forecasted that the company receive RM2000 each day from the
machine service. Furthermore, the manual cleaning processes can be classified into many
depends on the packages.
In order to achieve the forecasted sales, the company will ensue that all employees will
play their specified roles on promoting the cleaning products and providing good customer
services to customers. Commissions and some rewards will also be given to employees to boost
their working spirit and motivate them to push their sales. The price of the raw materials and the
resources of the production and services are predicted to be increase annually, year after year due
to the economic factors and market needs. The increase in the cost of the products will also
influence the cost of product itself. Thus, the company forecast sales will be increase 5% for

4. each year. Table 5.3 shows the annual forecast sales for The Drop & Care Sdn. Bhd. from year
2018 to 2022 is shown as below:
Table 5.3: Sales forecast form 2018-2022
Year Annual Forecast (RM)
2018 1,845,600
2019 1,937,880
2020 2,034,774
2021 2,136,513
2022 2,243,339
5.2.2 Marketing Strategies
It is the organization's strategy which combines all of its marketing goals into one
comprehensive plan. To put it simply, it is used to compete against the competitors and attract
more customers to increase the sales and the company’s profit. The most commonly used
marketing strategy is known as the marketing mix (4P + 3P).

5. 5.2.2.1 The Marketing Mix 4 Ps;
A. Product/Service
Our shoe cleaning service can be categorized into two; Self-service automatic shoe
cleaning service and manual drop-off shoe cleaning service. Our company service named
after the simple words which are ‘Drop’ and ‘Care’. Hence it is called as Drop&Care. Thus
makes it easier to recognize our service center. Meanwhile for our products, it is also named
as Drop&Care, named after our company to prevent any confusion. The materials used in our
product are totally safe and eco-friendly, meaning that products’ ingredients are all safe for
both consumers and environment, and also doesn’t causes any harmful effects on the
environment. Strict quality control system is made to make sure our pomade always in the
best quality before we distribute to the retailer or customers.
As for the design considerations, our service center is designed to be easily to be
recognized and appealed to the customers. It is designed in a sophisticated way at which it is
painted with light colors and few massage chairs is positioned nearer to the machine to
comfort the customers. The service center is air-conditioned and closed with door to prevent
the entry of dusts. Meanwhile for our the products, the wax case is made of plastics (HDPE-
high density polyethylene) to make it easier to carry since metals are light compared to glass
and do not rust like metals. As for the soap, it is designed and contained inside a plastic bottle
that can be held by hand and fits ergonomically with the consumers hands.

6. B. Price
Our company provides services at very reasonable prices which can be affordable by
students especially. But still these prices may differ from different services or packages.
The price for our basic manual service (Deep Clean Standard Materials) is RM 10
meanwhile for the self service is RM15. Furthermore our shoe cleaning products are also
sold at affordable prices which are soap (RM10), wax (RM12) and glue (RM8). These
prices are cost based pricing. The decision on pricing is made from the average profit
margin of our business. We will decrease our price, if the competitors interrupt between
the company businesses by lowering their costs.
C. Place
Our service is placed at MITC Ayer Keroh area at where it is positioned nearer to
high standard culture and residential area. This place is crowded with students and
shoppers. Moreover, it is also almost as nearer to the Business Company or buildings. It
is closer to higher-end hotels.
Furthermore, our product would also will available to be sold at some supermarket
around MITC Ayer Keroh so that it will be easier for the target to obtain our products.
D. Promotion
The company promotes the service and products not only to gain profits or increase
sales but also to provide information of the products to the consumers. This can be done
by advertising our new service through flyers and banner to the locals by dropping
advertising material into families' mailboxes. These advertisement forms also can be
attached at public areas such as buses and train stations, shopping centers and
supermarkets.

7. Our company also promotes the service and products by approaching any nearest
shoe stores and leaves flyers with them (the store owner) and offers a percentage off to
customers of particular business. Moreover, we also issue and provide some coupons
with lower price to our loyal customers, or giving promotions like buy 2 free 1.
These advertisements also can be done through internet via social media like
Facebook, Whatsapp, Twitter and Instagram. It would be a good platform for the business
since people nowadays are so into socializing online.
This company have very own app that registered under the Google Play to ease the
customers in booking and checking their status of their shoe, especially for the manual
cleaning services. Besides we also have our own official website, www.drop&care.com
especially to review our product and status of our service. Customer can easily purchase
our product through the website only using the internet. It brings a lot of convenient as
customer can just shop and buy things without going out their house.
5.2.2 Marketing Budgets
Since the marketing strategies of the company affect most areas of the business, the
marketing budgets are said to be critical to the success of the company. A marketing budget is an
estimate of projected costs to market the company’s products and services. The costs in a
marketing budget will be allocated according to the campaign and the media to be utilized.
In order to stay competitive and to maximize the company’s profits, marketing are
required. Marketing is much more than just advertising and promotions, and the budget must
cover the many areas of planning, pricing and distributing our product or service. The marketing
budget plan is required to cost out all the general marketing and marketing communications
expenses. The process of developing a good marketing plan and budget takes some time, but it’s
important since it ties all of company activities to tangible goals.

8. Table 5.4: Monthly Marketing Budget Plan of Drop & Care Sdn. Bhd.
CAMPAIGN TYPE QTY
PROJECTED
COST PER
UNIT (RM)
PROJECTED
SUBTOTAL (RM)
National Marketing SUBTOTAL 500.00
Signboard Ads 2 200.00 400.00
Newspaper 2 50 100.00
Social Media SUBTOTAL 270.00
Twitter 3 30 90.00
Facebook 3 30 90.00
Instagram 3 30 90.00
Online SUBTOTAL 1,000.00
Blog/ website 2 250.00 500.00
Mobile App 1 500.00 500.00
Advertising SUBTOTAL 100.00
Online 4 0.00 0.00
Print/Flyers 100 1.00 100.00
Market Research SUBTOTAL 500.00
Surveys 1 500.00 500.00
Other SUBTOTAL 200.00
Business Cards 100 2.00 200.00
Table 5.5: Total monthly expenses to be expected on marketing purposes of the company
CAMPAIGN TYPE
PROJECTED
SUBTOTAL (RM)
National Marketing 500.00
Social Media 270.00
Online 1,000.00
Advertising 100.00
Market Research 500.00
Other 200.00
2,570.00