ALL 3 LOCATIONS ARE OPEN 24 HOURS A DAY

If the Laundromat is close to their home and caters to their demand for low price they are likely loyal customers. Segment 2: Quality Hungry. This is a segment with a higher age demographic (above 30) and behaves in much different way than the previous segment. Although convenience is a common criterion that induces their purchase behavior when it comes to Laundromat service, they are more concerned about the quality of their clothes. With a family of household members of four or above this segment values the condition of their clothes from the laundry service. They are thus very selective about the machine service capacity and which detergent is being used for their laundry service to maintain the quality of the clothes. Segment 3: Drifters. This segment makes up a minimum percentage to the Laundromats customer base. They normally have a busy lifestyle and convenience is the only identifiable factor that drives their usage of the Laundromat’s services. Buying Incentive & Positioning from the marketing analysis with the aid of the survey statistics A&R Laundromat has to provide the following buying incentives in order to reach out to their target market effectively and efficiently. i. Low Price: Introducing the Pickup and delivery service to customers with a low price will most likely have a very positive outcome. ii. Ensure Quality: Emphasizing to customers about the use of high quality detergent which will keep the quality of clothes at its best has to be a key consideration. iii. Convenience: Advocating the opportunity cost the customers are missing out due to their time at the laundry will further motivate them to use the new service.

PICKUP & DELIVERY “We Guarantee Quality to Your Laundry at a Low Cost While You Relax at Home” Marketing Strategy According to the marketing analysis which helped the Laundromat depict the buying incentive and positioning for the target customers, the following marketing strategy needs to be implemented: Product: The service provided by a Laundromat is limited to very few unique features. Thus, introducing the new service “Pickup & Delivery” which ensures convenience for customers is going to help A&R differentiate from competitors. In addition quality needs to beef utmost importance in order to generate a healthy image and future loyalty. It is quite likely that imitation of the service will soon be introduced, thus it is important for A&R to provide special features in their current services.