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Branding Cleaning Service

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Presenting the brand new cleaning service MAXCLEAN.
MAX CLEAN is a service based company which provides more than cleaning. Initially, MAXCLEAN wants to brand themselves. MAXCLEAN also wants to reach the new DOMESTIC SEGMENT in Bangladesh besides the corporate houses & restaurants.

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Branding Cleaning Service

  1. 1. LYLE TEAM
  2. 2. CURRENT SCENARIO BIG IDEA IMPLEMENTATION MONITORING EVALUATION FEASIBILITY
  3. 3. CURRENT INSIGHT INDUSTRY OVERVIEW WORKING SCOPE
  4. 4. 01 02 03 Everybody needs cleaning Mainly dependent on housemaids Unexplored Sight of consumer
  5. 5. Expensive, waste of money Household Prospect: NOT for us Household Prospect: Maid can do everything Not worthy Confusion
  6. 6. Office Commercial Large & Small Industrial Different Manpower Support Service Cockroach Control Rodent Control Termite Control Carpet Cleaning Floor Maintenance Upholstery Cleaning High Rise Curtain Glass Cleaning Sterilization Washrooms Hygiene service
  7. 7. Working Scope
  8. 8. Working Scope Status oriented people Untapped market Almost required in every home
  9. 9. IDEA THE BRAND BRAND CONVERSION TG ANALYSIS
  10. 10. PERFECTION
  11. 11. PART OF YOUR IMAGE REFLECTION PERFECTION RELIABLE & QUICK WHY NOT
  12. 12. DHAKA, CHITTAGONG ELITE RESIDENTIAL AREAS CXO, MANAGERIAL POST SELF ESTEEM DEPENDENT ON BUA. SATISFACTION NOT UP TO THE MARK ADAMS FAMILY
  13. 13. DHAKA, CHITTAGONG ELITE RESIDENTIAL AREAS MORE THAN 30 EMPLOYEES, SERVICE BASED SELF ESTEEM OWN STUFF. NOT TRAINED. LOOKING FOR EFFICIENCY CORPOS
  14. 14. BASE WORK PRE-CAMPAIGN CHECK LIST COMMUNICATION CONTENT
  15. 15. EMPLOYEE FROM BUA COMMUNITY EXPERIENCED TRAINER & BUSINESS TEAM PROMOTING THEIR STATUS FROM BUA TO HOUSEKEEPER STRATEGIC PARTNERSHIP: ACCESSORIES
  16. 16. BASE WORK PRE-CAMPAIGN CHECK LIST COMMUNICATION CONTENT
  17. 17. PHYSICAL PROCESS
  18. 18. BIB: Creating brand image Cost Feasibility
  19. 19. Orange Color Accessories with LOGO Creating Image
  20. 20. WEBSITE INTEGRATED CHAT SERVICED WEBSITE RESPONSIVE UI
  21. 21. CALL 6292 – MAXC, GET SERVICE 24x7 SERVICE
  22. 22. BASE WORK PRE-CAMPAIGN CHECK LIST COMMUNICATION CONTENT
  23. 23. PHASE 1: BRAND BUILDING PHASE 2: CUSTOMER BUILDING PHASE 3: EXTENDED CUSTOMER BASE
  24. 24. THE IDEA Alarming people about cleaning MAX CLEAN Initiative LET’S MAKE A PERFECT BANGLADESH
  25. 25. REACH TG: 1,2 Media: TVC,INTERNET,BROCHURE,PHYSICAL IMPACT: Cleaning initiative LET’S MAKE A PERFECT BANGLADESH
  26. 26. THE IDEA Injecting About the CLEANINESS IS THE PERFECTION Self Awareness BE GET
  27. 27. NOTPERFECT GET
  28. 28. REACH TG: 1,2 Media: BILLBOARD,NEWSPAPER, SOCIAL MEDIA IMPACT: Brand Image: Making you PERFECT BE GET
  29. 29. THE IDEA Merchandising Appreciation Note
  30. 30. REACH TG: 2 Media: One to One, Mailing, SMS IMPACT: Creating Brand Awareness BE GET
  31. 31. THE IDEA Eid Ul Adha Cleaning Street: CSR
  32. 32. REACH TG: 1 Media: Physical IMPACT: Creating Brand AwarenessBE EID SPECIAL
  33. 33. PHASE 1: BRAND BUILDING PHASE 2: CUSTOMER BUILDING PHASE 3: EXTENDED CUSTOMER BASE
  34. 34. THE IDEA Affiliation With GP STAR To create Strong Liasion
  35. 35. REACH TG: 1,2 Media: Physical IMPACT: Driving to Involve
  36. 36. এবার ক্লিন হবব ম্যাক্লমম্াম্! ক্লিক্লি স্টার গ্রাহকরা উিব াগ করুন ১০%* ক্লিস্কাউন্ট
  37. 37. THE IDEA Portfolio Distribution To create more RICH communication
  38. 38. REACH TG: 1,2 Media: Brochure, Newspaper, Social Media, Email IMPACT: Driving to Involve
  39. 39. THE IDEA FREE TRIAL To create more RICH communication
  40. 40. REACH TG: 1 Media: Brochure, Newspaper, Social Media IMPACT: Driving to Involve
  41. 41. PHASE 1: BRAND BUILDING PHASE 2: CUSTOMER BUILDING PHASE 3: EXTENDED CUSTOMER BASE
  42. 42. THE IDEA LOYALTY CARD+ EXCLUSIVE PACKAGE To create more RICH communication
  43. 43. REACH TG: 1 Media: Brochure, Newspaper, Social Media IMPACT: Creating The Loyalty
  44. 44. THE IDEA Cooking & Life Hack Show Part of a Lifestyle
  45. 45. REACH TG: 1 Media: TV, Newspaper, Social Media IMPACT: Engaging The TG
  46. 46. THE IDEA Television AD focusing how we making people smart Objective: QUALITY of ORGANIZATION
  47. 47. REACH TG: 1,2 Media: TV, Newspaper, Social Media IMPACT: Engaging The TG
  48. 48. PHASE 1: BRAND BUILDING PHASE 2: CUSTOMER BUILDING PHASE 3: EXTENDED CUSTOMER BASE CLEAN UP DHAKA CLEANINESS IS PERFECT MERCHANDISING EID UL ADHA CLEANING AFFILIATION PORTFOLIO FREE TRIAL LOYALTY LIFESTYLE AMRA PERFECT
  49. 49. CAMPAIGNS YEAR 1 YEAR 2 Q1 Q2 Q3 Q1 Q2 Q3 CLEAN UP DHAKA CLEANINESS IS PERFECTION MERCHANDISING AFFILIATION PORTFOLIO PROMO FREE TRIAL LOYALTY PACKAGE OFFER LIFESTYLE AMRA PERFECT
  50. 50. Risky Domestic Market Possible. Tapping Efficiently Substitute: BUA Community Promoting Their Social Status Clean Up Dhaka Administrative Problem Contingency Plan: Eid Ul Adha Cleaning Free Trial Possible to Drive Tough Affiliation Good Interest Higher Marketing Cost Greater Return + -
  51. 51. Estimated Cost 7,96,57,600 Estimated Revenue 31,17,000 ROI 3.06 Forecasted Break Even Q3 of YEAR 5
  52. 52. CRITERIA EMPLOYEE TRAINING METHOD INTERN RESPONSIBILITY OUR ACTION RE-TRAINING IF FAILS
  53. 53. CRITERIA PERFORMANCE,BEHAVIOR ISSUE METHOD PHONE, WEBSITE RESPONSIBILITY OUR ACTION SUE EMPLOYEE. CHANGE EMPLOYEE.
  54. 54. CRITERIA CRIME ISSUE METHOD DATABASE RESPONSIBILITY OUR ACTION SUE EMPLOYEE. CHANGE EMPLOYEE.
  55. 55. CRITERIA CLEANING ACCESORIES METHOD OWN INVENTORY CHECK RESPONSIBILITY OUR ACTION SUE EMPLOYEE. CHANGE EMPLOYEE.
  56. 56. CRITERIA CLIENT’S ISSUE METHOD EMPLOYEE RESPONSIBILITY CLIENT ACTION SUE CLIENT. TERMINATE CONTACT
  57. 57. CRITERIA CLIENT’S ISSUE METHOD EMPLOYEE RESPONSIBILITY CLIENT ACTION SUE CLIENT. TERMINATE CONTACT
  58. 58. CRITERIA MARKETING METHOD MONITORING TRP, RESPONSE, FEEDBACK ACTION ANALYSE THE FEEDBACK EVALUATE PLAN RE ADJUST THE CAMPAIGN
  59. 59. TRACK REVENUE GROWTH GROWTH FROM MEDIA NEW CUSTOMER PROFILE
  60. 60. CHECK CURRENT AWARENESS LEVEL CONSUMER PERCEPTION PRE & POST CAMPAIGN SCENARIO
  61. 61. Set Up Foundation: TRAINING STAFFS Improving Customer Experience Communication  CUSTOMERS
  62. 62. Externalization Internalization Blue uniformed Person represents Clean Warrior symbolises seriousness Family shows Friendly things Worthiness Cleanliness Perfection Strong Bold & Promising Luxury Culture Updated Social Bold & Perfect
  63. 63. DOMESTIC: From 800 SFT PRICE: STARTS FROM BDT 600 1 CLEANER ACCESSORIES CORPORATE: 6000 SFT PRICE: BDT 65000 2 CLEANER, 1 SUPERVISOR ACCESSORIES

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