Marketing Plan

Ateneo de Naga University

College of Business and Accountancy

Department of Business Administration

LABAbubba’s Marketing Plan 2011-2012

A Requirement in MKGM112: Marketing Management

Submitted by:

Mary Joy Bueza

April Jean Deveras

Fioren Estoperez

Christopher Federis

Sarah Layson

Submitted to:

Dr. Debbie Abiog-Adriano

Wednesday, February 2, 2011

Executive Summary

LABAbubba is a laundry shop that will provide top value for its target market. The laundry shop, or Laundromat, is a business that this group of five had formed and planned to situate along the busy street of Elias Angeles Street, in the downtown City of Naga. As part of gaining an edge or competitive advantage among its competitors, the group had favored the location due to its close proximity to the various institutional establishments, particularly the academic institutions where the target market of this group is found.

This marketing plan will cover the initial period of 2011 to 2012.  The major aspects of this marketing plan are the following: the situational analysis, including its competitor’s business analysis; the marketing plan’s objectives, target market, positioning, strategy pyramids, marketing mix’s price, place, promotion,  and customer service, as well as the marketing research; implementation and control of the  marketing plan; and lastly, the financial analysis of the company.

Laundromat industry in the City of Naga is booming. This is evident with the emergence of various laundry shops along the major financial districts in the city. But according to a survey, the majority of the customers that makes this industry alive are the college students who live in dormitories and apartments, away from the comfort of their family. The spending power of this market segment has increased, making them fit to avail the Laundromat services.

The Laundromat industry is fairly young as most of the laundry shop had an average existence...