Marketing
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Executive Summary
Pure will change the way consumers clean their homes and businesses. Pure’s focus on health and well-being combined with an environmentally conscious approach is both timely and sophisticated. As consumers search for a healthier alternative to their current lifestyle, Pure will be available to make the transition seamless. Pure will be the way of the future, providing a clean, pure environment, making our homes, businesses and the earth a safer place. Market research indicates a specific and growing need in the Charleston, SC area for these services.
Within the next 12 months, Pure intends to introduce itself to Charleston and begin to acquire market share to reach a minimum of 4% of the cleaning industry in the city. Pure will begin operation by providing services for residential homes and move into small hospitality businesses. Green Seal Certification will be essential to the growth of the organization and will be accomplished in the first year. Pure will reach 1.5 million in sales and will see an increase of 10% in the business clients and 2% in the residential client during the first year the service is introduced to the public.
Promotional Strategy
Pure’s promotional strategy is engulfed in the communication of the service. We will be focusing on our core message of green service through print media, direct mailers, and eco seminars. We need to sell the service experience, not the basic service.
Pure will distribute introduction packets to all in the targeted area via mail, new home contractors, and real estate agents. The introduction packet is an amazing source of information and provides an explanation of the benefits to the family as well as the business. It also invites them to become a part of the Pure lifestyle. The environment will be heavily highlighted in the packet as the plight of global responsibility is very important to today’s consumer. Direct marketing will play a large role in the concept of the introduction of Pure. The information included will focus on and directly speak of the benefits of changing from chemicals to Pure. The approach of personal communication will be incorporated in everything Pure presents. There will be manager level personnel visiting homes and business addressing and assisting the consumer with all aspects of their Pure experience. Pure will also provide education to potential customers concerning the products, care of the environment, and the health and well being of the inhabitants of a home or business. Hours of operation will flexible and geared to the consumer not to the company. The excellent experience will be the Pure culture and the story will be the strongest strategy we can initiate.
Evaluation Strategy / Budget
Pure will evaluate service and consumer confidence utilizing both written and face to face feedback. The point of service will initiate an evaluation as we are aware that each encounter can produce a range of satisfaction. Business clients will be assigned service representatives that will be frequently assessing the level of satisfaction and the likelihood of recommending. Pure will form significant relationships as the business transaction continues with trust. This trust will include knowledge of the products and knowledge of consumer expectations as the individual needs will be a key satisfier of the service. Immediate service recovery will be a strong component to the evaluation process and all employees will be given the autonomy to provide this recovery when necessary. An operating budget of $454,500 will be needed to begin the Pure infusion into the homes and business of Charleston. Pure has acquired the initial assets needed to begin the journey and sustain the growth.
Mission
Pure’s mission is to provide quality cleaning, with a relentless focus on the community we serve and the environment we live in. Pure ensures, through eco-friendly products and education to the community, your home and business will be a safe environment for you, your family and your planet.
As technology and the idea of convenience have accustomed people to the ease of automation and the need to make their lives simpler, the residential cleaning service industry has grown. US cleaning service sales are forecast to grow 5.3 percent annually through 2011. Gains will be driven by the shift toward “do-it-for-me” cleaning services in the residential market. The United States Department of Commerce says that cleaning services are the largest and fastest growing sector of the service industry and that business owners should not have any fears of a saturated market. The demand for residential cleaning services has increased at a rate of 20% each year.