Our business, ShoeFirst, is shoe laundry services and shoe repair services which offer a convenient and affordable price for IIUM students and staff who are busy and want to clean and repair their footwear. We as a brand come up with our own logo that represent our business.

As businessman, we give our customers the best commitment by focusing on our work. This is the spirit that has urged us onwards from the beginning.

Business vision

Making available the shoe laundry and repair facility to one and all and to make footwear hygiene and shoe care a part of every individual’s lifestyle. Our vision also goes to be the leading and established brand in the innovative laundry business solution in South-east Asian universities.

Business mission

Meeting the needs and expectations of customers by mobilizing and satisfying customers by producing maximum results, providing promotions, and providing the best experience in laundry services and shoe repair.

Hence, we identify opportunities, plan with precision and execute with skill. We are always looking ahead, secure in the knowledge that our experience has brought us the conviction and consistency needed to choose the best paths.

2. Organizational structure

Our organizational structure as shown below:

In our business, Auva is the CEO that is the highest-ranking executive in shoesfirst shoe laundry, whose primary responsibilities include making major corporate decisions, managing the overall operations and resources of business, acting as the main point of communication and corporate operations and being the public face of the business. Ma Lin is responsible for marketing, He will monitor market trends especially university marketing and create advertising campaigns, develop pricing strategies and targeting strategies based on demographic data and develop more awareness of what they offer. Sale manager is Naufal that is responsible for leading us to reach sales targets. And Hu Jianwei is charge in service department that handles customer service interactions, feedback and repairs. He will maintain strong relationships with customers and third-party vendors, and ensures the customer to repeat their order.

3. The Marketplace and Consumer Value

The Environment

ShoeFirst Shoe laundry located inside IIUM Gombak. The location is ideal for university students and staff who want to get their shoes clean and repair. Also, we provide pick-up and drop services in the IIUM Gombak area. After success in the IIUM area, we will expand our business by opening branches in other IIUM campus locations and even at other universities.

Consumer Insight

We analysed our competitors about their services, fees, how to operate and their targeted market. Most of our competitors only provide cleaning services; only a few of them provide repair services. We acknowledge that a few brands provide all types of services located in the center of Kuala Lumpur means they target young executives and middle-up economic status teenagers. For that reason, they charge their customer quite expensive compare to our own brand.

We see university student as someone who probably most need this type of services. We targeted university students by promoting and giving them some perks. We provide services that minimize as many constraints as possible for university students, so they do not need to worry about leaving or troubling their time at the campus.

Consumer and Buyer Behaviours

We are using personal factors consumer behaviours as our guideline or base to operate and positioning our business. Moreover, using our services makes it easier for them and provides experiences that make them want to go back to using our services. As we know, University students tend to busy catching up with their assignments and exam stuff. They do not have the time to get their shoes clean or repair. They also sometimes don’t have transportation to our store. That is why we use the pick-up and drop service for them.

4. Designing a Customer Value-Driven Marketing Strategy

It is always important for a marketing strategy to run a business. It could directly help you to catch the eyes of the customers and excite the buying desire of customers. A good marketing strategy reveals the position of the product in the market. Also, it will allow the management to have clearer planning, such as coming out with an action plan based on the target customers.

Therefore, we have planned out a value-driven marketing strategy for our business, ShoeFirst. This would help us to define who will be the target market of our business and raise awareness of the needs of our target customers to have a better performance.

Market Segmentation and Target Market

Marketing Segmentation is always important in marketing planning, this could help us to know deeper which should be our customer base and why will chose us. Hence, we could increase the satisfaction of customers to improve the performance against the competitors. For our business ShoeFirst shoe laundry, it will be segmented into geographic, demographic, psychographic, and behavioural.

For the Shoe First shoe laundry location, we will choose to locate inside the campus of IIUM. Therefore, the target area will mainly be the IIUM campus in Gombak, Selangor Malaysia. By the way, the climate of Malaysia is always in summer. As our location is on the IIUM campus, for sure our main target person will be the one who is on campuses such as Undergraduate, Postgraduate, Master, Ph.D students, lecturers, and staff in IIUM. No matter what is their age, their gender, as long as they are the ones who care about their condition of the shoes, they are welcome to serve.

Those who have stable income such as RM1000 per month or above will be more willing to spend on shoe laundry than those who are not having any income. They could be more potential to be the regular customer as we suggested for the rate of usage is twice a month. The value that we could drive to the customer is free to time-constrained as we offer pick-up and delivery service. Also, we aimed to make footwear hygiene and shoe care a part of every Individual’s lifestyle to every customer at every corner of the IIUM.

In short, our target customer will be the students, lecturer, and staff in the IIUM campus.

Value-driven marketing strategy & Value proposition statement

For those who value their shoes, ShoeFirst Shoe laundry offers a shoe laundry and shoe repair with convenient pick-up and delivery service. There are several shoe laundries in the market but as mentioned earlier, we have provided different from the other, which we offer pick-up and delivery which usually other brand does not. We always want to have better performance to increase the satisfaction of our customer and so we provide premium service without charging customers extra fees that usually another brand asks for. This makes our customers feel convenient and satisfied with our performance.

For our business ShoeFirst, we will always improve our performance and ensure the quality of service that serves the customers always satisfy them. People will then make the caring of hygiene of the footwear be one of their lifestyles.

5. Integrated Marketing Strategies

ShoeFirst Shoe laundry offers a shoe laundry and shoe repair with convenient pick-up and drop service within IIUM Gombak area. Moreover, ShoeFirst Shoe laundry focus on shoes mainly and our services differ from brand to brand and even the material of the shoe. Therefore, we understand and are experienced with the types and materials of shoes that we will wash and repair. By differentiating our services, the shoes will get better treatment and maintain the quality of the shoes themselves. The consumer of our services also no need to worry about adding charge for premium services, because we made it with a single price for cleaning shoes. Furthermore, for repairing service, Our service give a special warranty to our clients if anything happen to the shoes within two weeks. It is obviously made our repairing service just a step forward compared to other shoe repairing brand.

We will open an initial stall in the Kulliyyah of Economics area, bearing in mind that the majority of us are students of economics, this will make it easier for us to maintain a stall after we finish learning in class. Also, the kulliyyah of Economics is considered to be quite crowded area that can beneficial for us to get customers and promote our services. Besides, customers can also drop and pick up their shoes on our stalls if they live outside the campus area. This will certainly make it easier for us as owners and especially all of our consumers.

We build our branding with a new slogan, “just like a new!”. This slogan is intended that the service that we apply to the product is a service with high standards and premium. This will certainly make our consumers appreciate what we offer them. In addition, we will also be active in social media such as Instagram, Facebook, and Twitter, where social media is widely used among IIUM students and staff. In our own social media, we will carry out massive product introductions and promotions in order to get exposure among our consumers. In addition, our consumers will get a discount on the first week of our product launch by posting the result service of their shoes. this is believed to increase consumer interest in continuing to use our services in the future and indirectly help promote our products to their friends.

For our own promotion, we use two different methods, namely physical and virtual. First, with physical strategy, we will distribute and paste posters in poster area in every kuliyyah. Secondly, by virtual, as we have mentioned, we will also be active on social media and promote it on social media. Because we have free drop-in and pick-up service, customers don’t need to bother to deliver their shoes. the customer only needs to fill in the form provided and we will take off his shoes. In the beginning of the promotion, we will also give a 2RM discount to customers who post the results of our shoe laundry. We also open our stalls at the kulliyyah of economics every Monday to Friday 10 to 5 pm.

For Packaging, we will use paper bags which are 100% reusable, recyclable and biodegradable and at the same time environment friendly and pose less threat to wildlife. We will put our logo on the paperbag which makes people feel proud by using our service. In addition, using paper bag is considered more premium and also easy to carry. This is also a signal that our business cares about the environment.

Moreover, for pricing strategy, we offer 4 different services that consumers can choose as they need. The first is normal clean which is intended for shoes with fabric and suede. The second, Boots are intended specifically for boots footwear. The third, repairing. We make a price range from 10 MYR to 75 MYR according to the level of damage contained in the shoe. The fourth is recolouring where we will repaint shoes that may have faded or wanted to get a new colour.

Service	Price
Normal clean	15RM
Boots	25RM
Repair	10RM-75RM*
Re-colouring	40RM**

To reward our loyal customers, our service offers a membership card which will greatly benefit our customers with several bonuses that will be obtained. Customers only need to pay 50 MYR to get very profitable privileges. Also, for first-time register card users can enjoy free shoe wash once.

Member’s privilege:

Privilege 1: enjoy exclusive member prices.

Privilege 2: Free shoe cleaning once after ten times.

Privilege 3: every price charge over 100 MYR, they will get 15 MYR free.

Privilege 4: Introduce one member to register will free once cleaning.

Privilege 5: Enjoy membership card point system, gifts given when full points.

Privilege 6: One free shoe cleaning on your birthday.

6. Budgeting

Promotion Cost Price

Print poster 5RM/pcs

Sticker logo cut 2RM/pcs

Brochure 5RM/pcs

Service Cost Price

Cleaner 23RM/bottle

Brushes 75RM

Microfiber Cloth 30RM

Spray 70RM

KULLIYYAH OF ECONOMICS AND MANAGEMENT SCIENCES (KENMS) INTERNATIONAL ISLAMIC UNIVERSITY MALAYSIA

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1. Business Background