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Cintas Marketing Plan

Presentation for Team 3-9
by

Allison Adkins

on 2 June 2012

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Transcript of Cintas Marketing Plan

"... to provide products and services that will enhance its customers’ corporate image, and provide safer, cleaner, and more efficient working environments for our customers’ employees and clients."
mission statement
STRENGTHS
- Respectable reputation/strong market recognition
- Diversified customer base
- Strong network across industry
- Broad product portfolio
- Reputation as an emerging leader in sustainability
- Large capital resources
WEAKNEssES
- Dependence on the employment of manufacturing industry
- Vulnerability to environmental regulations and energy costs
- Wide range of interests
+
Context
S
T
E
P
Sustainability issues
Growing age of population
Development of nanomaterials
Increased transportation costs
Recession and unemployment
Recent changes in employment trends
Tax rate
EPA
Competitor
Aramark
Unifirst
G&K
Disposables
On-Premise Laundry
Customer
Casino
Hospitality
Health Care
Food Service
Automotive
OPPORTUNITIES
THREATS
- Enter healthcare linen and uniform supply services and laundry services
- Reuse the paper from destruction department to the janitorial division of the Ancillary Products operating segments
- Delivery: incorporating delivery services into our preexisting delivery service
- Increasing environmental regulation
- Increasing unemployment rate
- Increasing energy costs
- Increasing competition
Appeal to a wider market of consumers and expand the market share.
Exceed our current customers' expectations.
Develop a new service while still maintaining customer loyalty.
Increase revenues and profits by 45% for our new service by 2016.
Increase overall company profits by 3%.
=
RECOMMENDATION
Provide laundering services for non-uniform linens in the health care industry, and offer external laundering services to hospitals or clinics who do not rent/purchase uniforms from Cintas.
- Transportation circuit in place
- Satisfies current customers while also expanding customer base
- Growing need in health care industry
- Avoids dependence on uniform supply
Marketing Strategy
"For health care facilities that are currently maintaining on-premise laundry, Cintas’ externalized linen laundering service is the most reliable, cost efficient, expedient, and professional among other companies that are also offering similar services, because we have a well-established delivery system and technology that is not only eco-friendly but also satisfies our customers’ requirement of high sanitation standard."
Hospitals
Non-hospital
health care
establishments
Physicians'
offices/clinics
Home health
care services/
residential
care facilities
Place
Promotion
Price
Product
- Externalized linen laundering service
- Weekly pickup
- 24 hour phone service
- Personal selling
- Pre-existing customers
- Increase of 10% in budget for the first three years
- Word of mouth
- Fixed price per pound
- Bulk discount for facilities supplying more than 250 lbs/week
What else?
When does it become efficient for a facility to outsource its laundry?
How can we maximize our routes while minimizing transportation costs?
How will we collect this important research information?
Implementation Plan
now
year 1
year 2
year 3
year 4
year 5
Begin promotion with
pre-existing customers
Expand to new
hospital customers
Turn profit
Expand to physicians'
offices/clinics
Obtain competitive
advantage and
market share
From Doc Farmer
to over 900,000 customers...
Profit and Loss Statement
?
questions?
Allison Adkins
Karthik Ilakkuvan
Li-Chieh Mao
Matthew Wainman
Lichenyang Zhou
cool
Full transcript