Date of Publication

1-20-2021

Document Type

Master's Thesis

Degree Name

Master of Marketing Communications

Subject Categories

Marketing

College

Ramon V. Del Rosario College of Business

Department/Unit

Marketing and Advertising

Thesis Adviser

Dave Vincent Mangilet

Defense Panel Chair

Raymond Vergara

Defense Panel Member

Raj Sadhwani
Tracey Tabora

Abstract/Summary

The laundromat industry is a profitable business with a 3.4 billion worth of annual income as of 2017. There are three factors to consider in the growth of the laundromat industry and these are laundry service, laundry care, and increase of condominium units. As of 2017, there 1,436 additional laundromats businesses opened, coinciding with the increase condominium units by 107,100 in 2018. In addition to the growth is the yearly increasing of laundry care sales by 10% to 12% retail value RSP. Giving customers more brand choices based on their preferences, relationship, and benefits attained from the laundry care products. Since the laundromat industry is increasing, one way to maneuver is to be unique and provide service beyond the wash-dry-fold system. The Lavendry Lounge is one of the pioneering laundry café lounge concepts in Metro Manila, servicing laundry customers and their needs, while lounging and sipping coffee inside the shop. However, due to the impact of the COVID-19 pandemic, sales dropped to a -94% in revenue and customer engagement decreased by 30%. The Lavendry Lounge management decided to come up with an alternative solution by providing a pick-up and delivery service to new and returning customers. In order to achieve such feat, an integrated marketing campaign is formulated to increase engagement, drive traffic to website and social media channels, and retain customers through retargeting and conversion. The Lavendry Laundry Express campaign will be accompanied with new and improved design layouts, online engaging content, and affordable promotions and loyalty programs are included. The campaign will run in six months with a budget of PHP 124,070, ROI within the six weeks from the 6-month campaign of PHP 144,000. Going with the new tagline: “Brave to be Hassle-Free”

Abstract Format

html

Language

English

Format

Electronic

Keywords

Laundry industry; Lavendry Lounge (Philippines)—Marketing

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Embargo Period

8-15-2022

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