MKT421 GROUP ASSIGNMENT (PRODUCT DEVELOPMENT) PDF

Preview

Summary

Background of DobiQueen CompanyDobiQueen founder is Mr. Sanglee from Batu Caves, Selangor. He started his business in 2015, and their first laundry store is located at Klang Valley. DobiQueen is a laundry service brand in Malaysia to clean people's regular laundry at affordable rates and provide fas...

Description

Background of DobiQueen Company

DobiQueen founder is Mr. Sanglee from Batu Caves, Selangor. He started his business in 2015, and their first laundry store is located at Klang Valley. DobiQueen is a laundry service brand in Malaysia to clean people's regular laundry at affordable rates and provide fast and easy service, and their slogan is "Confirm Cleaner, Confirm Easier, Confirm Less Wrinkles” Refika Novianti Faturohman, popular comedian has been announced as the brand ambassador of DobiQueen. Since the beginning of brand DobiQueen, they have expanded rapidly with ten stores operating in the Klang Valley area in the first year. As of August 2019, DobiQueen's operations were extended to big cities with 60 operating outlets such as Petaling Jaya, Puchong, Rawang, Shah Alam, Subang Jaya, Ampang, Batu Caves, Kuala Lumpur. DobiQueen self-service washing machines Malaysia is a simple and convenient way to clean and dry your weekly washing machines at reasonable rates, using high-duty industry laundries. The Malaysia dobiQueen coin-operated laundry service provides ELECTROLUX Specialist laundry washing machines with quicker, cleaner, and alternative washer service. DobiQueen using Dynamo and Downy as their main detergent to make sure their customers will statisfy their services. DobiQueen's industrial laundry machines provide a wide variety of laundry cleaning products, such as curtains, bedsheets, pillow covers, table linen, floor mats, and many more. More often than not, washing clothes, such as bedsheets and curtains.

Concept Development

The DobiQueen apps is an application that has many functions for Dobi Queen customers and aims to make it easier for customers to access the services offered by DobiQueen. This application is offering benefits to those who often face problems in getting laundry service every day. Therefore, the functions available in DobiQueen can help our loyal customers and also for new customers. There are a few variants available in the DobiQueen apps.

The functions available in DobiQueen apps :

 Book washing machine or dryer Before using the service, customers can book a washing machine or dryer. The Dobi Queen app will show the available washing machine or dryer. If available, the consumers can select the services without any extra charge. As a result, Consumers can get the services any time without going to the store.



Notifications for customers Customers will receive notification from the Dobi Queen app when the services are

finished and ready to be picked up. This function will allow consumers not to missed the clothes they are sending out.  Wash and deliver service Customers can also use the Dobi Queen application to get the wash and deliver services where customers do not need to go to the laundry place to get service at Dobi Queen. The workers will pick up the clothes at the customer's home and deliver them back when the service is done.

 Additional service Customers can get additional services in DobiQueen such as folding, iron, and service of washing carpets, curtains, and sheets.

 Online banking and credit card payment method Customers can use the online payment system to pay for their services at DobiQueen.

Concept Testing DobiQueen has used two methods to view the acceptance of new services provided by the DobiQueen company.

1.

Concept Test survey Target customers have been given several questions related to identifying common

problems, needs, and improvements they want. The questions asked are intended to get feedback or reviews from customers, whether it meets the customer's needs. The concept test survey helps the Dobi Queen company get more information about customers and help improve the innovations company made, and the answer given will be used as a guide to the company.

These are some of the questions given to customers:  Age and gender  Occupation  Do you use the laundry service every day?  Are you having trouble getting laundry service in DobiQueen?  Have you ever gotten a laundry service using an app?  Give your suggestions for improving our service.

2.

Prototype: Customers will also be given an overview of the design and functionality provided in the

DobiQueen app. We will overview the DobiQueen apps, such as how they work, how to use them, and their advantages. All feedback received will be made to guide DobiQueen company to improve the functionality available according to the customer perspective.

Marketing strategy development :

 Product Positioning Strategy Product positioning refers to the place that a brand occupies in the minds of the customers. Dobi Queen has created a strategy to ensure DobiQueen is always in the customer's memory.

1.

Create benefit One of the strategies is by providing benefits to customers. Of course, customers like if a

business to provide benefits to customers. Therefore, DobiQueen apps' creation provides various benefits to customers, such as saving time, simplifying obtaining services, easy payment methods, and easy for customer to communicated with DobiQueen company.

2.

The use of the application The creation of the application makes it easy for customers to get all the services and

information about DobiQueen, such as promotions, contests, and company news. The use of the application also makes it easier for the company to keep all the customer information, and the customer will always be alert with all the promotions done by DobiQueen. Dobi Queen Apps Value Proposition : Value proposition refers to the value of Dobi Queen apps promises to deliver to customers. 1.

Convenient The features available in the Dobi Queen apps will make it easier for customers to get the

service they want. Customers can get the service provided at Dobi Queen by using apps only. Therefore, customers do not have to go to the laundry store to get the services available. The unique services available in Dobi Queen apps is that customers can book a washing machine or dryer before using the service. Deliver and wash services are also provided to make it easier for customers to get service without going to the store, and customer safety will also be guaranteed.

2.

Fast Customers do not need to wait long to get the laundry services, and the applications

ensure that the services provided can be delivered quickly. For example, if there is any problem or damage that occurs, employees will inform through Dobi Queen apps, and the

application also helps customers communicate with Dobi Queen faster. Also, provide a fast payment method such as online banking or credit card. 3.

Simple Simple application design will not confuse the users because of its simple way to use and

its suitable for all ages. Customers will not have problems to operate the apps because there are straightforward instructions and usage.

 Pricing Strategy DobiQueen offers reasonable prices to get the service provided. The price set is suitable for all types of people, regardless of high or low-income. Customers will enjoy the price with the service provided by DobiQueen, which is quality and fast. The creation of the application also does not affect the price rate used previously. Moreover, customers will not be charged any fee to register the DobiQueen apps, and even customers will get more rewards if using DobiQueen apps such as points and cashback.

 Marketing Budget : To boost public knowledge about DobiQueen apps' existence, DobiQueen focused on advertising in social media

Advertising

Price (RM)



Youtube Ads

RM 500 - RM 5,000



Facebook Ads

RM 500 - RM 3,000



Instagram Ads

RM 500 - RM 6,000



Television Ads

RM 1,000 - RM 10,000



Influencer promote

RM 200 - RM 5,000



Banner

RM 100 - RM 1,500

Table 1: Cost of advertising

Opportunities:  Grow the business The laundry service is one of everyone's services daily, and definitely, customers need a faster way to get the service. Therefore, the Dobi Queen application's presence opens up a huge opportunity for consumers to learn more about the services offered by Dobi Queen and help customers get the Dobi Queen service faster and easier.



Improve service The services available in the Dobi Queen Apps include a range of facilities for

consumers, such as people who can now book laundry services at any time with just one click and provide payment through online banking. These advantages can make things easier for people, particularly those who work and have busy schedules. The Dobi Queen Apps will help them save time without waiting or finding empty laundry places. These functions will improve the quality of service provided by DobiQueen and increase customer trust in DobiQueen.



Increase profits Dobi Queen apps boost the number of customers present. Consequently, DobiQueen

company will increase profits because many know about the existence of DobiQueen and the services provided. The advantages provided by DobiQueen apps attract users to use the services provided by DobiQueen.

Depth of their pain and frustration: Customers often face various problems to get the services available in the laundry shop, and other factors cause customers to feel dissatisfied with the services provided. Among the problems that are often faced by customers are: 1. Customers have to wait a long time to get service This is because laundry is a service used by various people every day. Therefore, customer density causes customers to wait a long time to get the service they want.

2. Limited washing and drying machines If the laundry store does not provide many machines when it comes to full of customers will cause customers are limited to get the services provided

3. Limited waiting space Usually, the laundry shop does not have much space for customers to wait. Therefore, customers will feel uncomfortable to get the service provided.

4. Safety risk The laundry shop is a service that is open 24 hours a day. The customer's safety is monitored only by a CCTV camera. Customer safety risks are threatened for those customers who use the laundry service at night.

How do these people currently solve their problems? The laundry service is one of the facilities used by the public regularly. Its size keeps the laundry store packed with customers, and customers had to act this way, such as customers have to wait their turn to get the service. When the customer sees the store's situation is full, the service becomes limited to be served to the customer and has to wait until the service is available. As a result, when customers have DobiQueen apps, customers find it easier to get services without going to the store.

Also, when peak hours such as evening or work return hours, the laundry store's situation must be full of customers, and cause customers had to find another laundry store to get service. Although now, laundry stores are everywhere, some laundry shops do not meet customer satisfaction. Therefore, DobiQueen apps ensure that DobiQueen loyal customers always get the services provided at all times.

Ideal customer Dobi Queen has identified its target customers in several categories :  Geographic segmentation Based on where prospective customers live or work. Dobi Queen is located in big cities such as Petaling Jaya, Puchong, Rawang, Shah Alam, Subang Jaya, Ampang, Batu Caves, and Kuala Lumpur. Dobi Queen focuses on customers living in an urban area and has a densely populated population. Students living close to the university area are also DobiQueen target customers.

 Demographic segmentation Based on objective physical such as gender, race, age, or income. Dobi Queen's is focusing on those who have jobs, either full-time or part-time. This group has a busy daily schedule and needs something simple. Our service also targeted those students who have a busy daily schedule and do not have complete equipment to do their laundry activities. Dobi Queen offers affordable services to make it easy for all groups to enjoy the benefits at DobiQueen. Therefore, DobiQueen's target customers earn RM 1500 to RM5000, and for those who are still studying, the target market is those who have RM300 to RM 500 a month. DobiQueen also targeted those who are married, single, and young. The services provided by DobiQueen can meet their needs.  Psychographic segmentation Based on subjective mental or emotional attributes or need of prospective. Those who have a busy life are our target market. A busy life causes them to need easy and fast service.

Price Price list for services provided by Dobi Queen:

Washing

Price (RM)

( Free Dynamo & Downy )

Warm

12 kg

RM 5

RM 6

RM 7

16 kg

RM 7

RM 8

RM 9

32 kg

RM 12

RM 14

RM 16

Drying 30 minutes Folding

Warmer

Hot

Price (RM) RM 6 Price (RM)

12 kg and 16 kg

RM 8

32 kg

RM 15

Iron

Price (RM)

One piece (Depends on the type of RM 1 - RM 4 clothing and fabric ) Table 2: Price List service in DobiQueen

DobiQueen offers affordable prices and is suitable for all groups, including high or low income. Compared to its price, Dobi Queen promises good quality service, uses quality machines from ELECTROLUX, and provides high-quality laundry soap, which is Dynamo and Downy, for free for customers, to ensure customers get the best service when using Dobi Queen services. Dobi Queen also regularly does discounts if there are special days such as anniversary, grand opening, and festival day. Customers can get a special price when DobiQueen do promotion such as washing service for only RM 2 and dry only for RM 3 only. Customers can also receive rewards from Dobi Queen apps such as redeem points and cashback from each service used. Moreover, clothes' delivery services also do not provide any additional charges than other laundry shops, which often place high additional charges....