p–ISSN: 2723 - 6609 e-ISSN: 2745-5254

Vol. 4, No. 9 September 2023 http://jist.publikasiindonesia.id/

Doi: 10.59141/jist.v4i9.714 1563

MARKETING PLANNING PT. LUXURY INDAH JAYA "PREMIUM

LAUNDRY SERVICE"

Edi Suwito

*, Tantri Yanuar Rahmat Syah

, Ketut Sunaryanto

Universitas Esa Unggul Jakarta, Indonesia

Email: [email protected]

*, [email protected]

[email protected]

*Correspondence

ARTICLE INFO

ABSTRACT

Accepted

: 01-09-2023

Revised

: 14-09-2023

Approved

: 25-09-2023

A different laundry business service exists in Indonesia, especially in

Jakarta and its surroundings. This business plan offers a special

premium laundry service for 4 and 5-star hotels. PT. Luxury Indah Jaya

(Luxury Laundry) as a provider of premium laundry services for 4 and

5-star hotels focuses on B2B but still pays attention to the needs of the

end user. This marketing plan will be formulated and explained

regarding marketing goals and objectives, STP marketing strategy,

marketing mix with the NICE approach, sales activities, and calculation

of income streams and Investment Feasibility Analysis. This research

was conducted using qualitative methods aimed at determining the

feasibility of a premium-class laundry business marketing plan

specifically for 4 & 5-star hotels. With good marketing planning,

companies can conduct in-depth analysis and evaluation of new

business opportunities or investment projects. This is certainly very

helpful in assessing investment feasibility, market growth potential,

income potential, and associated risks.

Keywords: premium laundry;

a marketing plan; stp; nice;

sales activity.

Introduction

In this modern era, the busyness of urban people is increasing, so time has become

a very valuable asset (Putra, SE, & Ak, 2019). Amid a busy daily life, one of the basic

needs that is often overlooked is clothing care (Griffin, Elangovan, Mundell, & Hezel,

2012). Washing and caring for clothes requires significant time and effort, which busy

individuals may not be able to accommodate (Haryanto, 2017).

PT. Luxury Indah Jaya, as a company that is committed to providing solutions in

terms of clothing care, understands how important high-quality service is in the laundry

service industry (Manobe, Arjana, & Se, 2021). By understanding the potential and

challenges in this market, PT. Luxury Indah Jaya is determined to provide superior and

exclusive laundry services that meet the needs of customers who require special care for

their clothes (Susanti, Syah, & Sunaryanto, 2020).

With the number of 4 and 5-star hotels spread across the Greater Tangerang and

DKI Jakarta areas and the lack of interest in establishing and managing in-house

laundry by 4 and 5-star hotels, certainly, the need for laundry services with premium

services and the best quality assurance in Tangerang Raya and DKI Jakarta is still

lacking (Pourkhani, Abdipour, Baher, & Moslehpour, 2019). Moreover, driven by the

hotel occupancy rate after the easing of the Implementation of Community Activity

Edi Suwito, Tantri Yanuar Rahmat Syah, Ketut Sunaryanto

Jurnal Indonesia Sosial Teknologi, Vol. 4, No. 9, Septemer 2023 1564

Restrictions (PPKM) related to the Covid 19 epidemic, this business opportunity is very

open and promising.

Today's hotel business trends prefer to outsource laundry rather than in-house

laundry. The results of in-depth interviews conducted by the author with several star

hotels in Jakarta and its surroundings found data that most 4 and 5-star hotels choose

third parties to wash and care for their towels and linens (David, 2011).

The types of needs and treatment of towels and linens needed for hotel services,

especially star hotels with international standards, include:

1. Sufficient availability of towels and linens.

2. Top-notch quality towels and linens

3. Care and treatment (treatment) of towels and linens to maintain quality.

4. Periodic replacement of towels and linens.

Research Methods

This research was conducted using qualitative methods aimed at determining the

feasibility of a premium-class laundry business marketing plan specifically for 4 & 5-

star hotels. The feasibility of this investment is analyzed through a marketing plan

reviewed from market and marketing aspects, and by weighing aspects of revenue and

other marketing costs as well as through finance in the form of Payback Period, Net

Present Value, and Index Profitability analysis. The results of the qualitative analysis

show that the marketing plan of PT. Luxury Indah Jaya is acceptable and worth running.

PT Luxury Indah Jaya's business requires strategic marketing planning to develop

markets in the DKI Jakarta and Greater Tangerang areas. The formulation of the

strategic marketing plan is illustrated in the following framework:

Figure 1

Marketing Planning Framework

Marketing Planning, Goals, Objectives and Strategies

1. Marketing Goals and Objectives

These marketing goals and objectives are useful in helping to develop the market,

increase PT Luxury Indah Jaya's business awareness for laundry service entrepreneurs

Marketing Planning Pt. Luxury Indah Jaya "Premium Laundry Service"

Jurnal Indonesia Sosial Teknologi, Vol. 4, No. 9, September 2023 1565

in the DKI Jakarta and Tangerang Raya areas, as well as expand the market, and search

for potential partners to realize the company's vision and mission.

NICE Marketing Mix Strategy

Business PT. Luxury Indah Jaya focuses on the hotel industry, especially in

Jakarta and Tangerang Raya according to the Lean Model Canvas of the customer

segment, our marketing can be categorized as B2B (Business to Business). For that, we

use NICE tools namely Networking (Place), Interaction (Promotion), Common Interest

(Price), and Experience (Product).

1. Networking

The business run by PT Luxury Indah Jaya is business-to-business (B2B), where a

direct approach is needed to reach consumers. In addition, the parent of PT Luxury

Indah Jaya, PT Indah Jaya Textile, and several sister companies, has a very wide and

strong network and business relationships in the hotel industry. The parent company and

several sister companies have more than 55 serving the hospitality industry, both

domestically and in the global market as a provider of premium towels and linens.

Other activities that can be done to form networking are entering and becoming

members of associations related to the hospitality business such as APLI, IHKA, and

IHGMA. Holding regular meetings with associations that are held on a rotating basis at

the event venue of each association so that we can discuss together, establish new

networks, and share solutions to existing problems, especially regarding hotel towels

and linen problems.

In addition, the company prioritizes business strategies with a Customer

Relationship Management (CRM) approach, where this business strategy combines

processes, people, and technology. Bringing communication between the company and

customers closer and helping to attract sales leads, retain existing customers, and

maintain customer satisfaction and loyalty.

2. Interaction

PT Luxury Indah Jaya always interacts with customers and potential customers.

Interaction is one of the most effective ways of promotion in running a business.

Haryanto (2017) said, there are 3 (three) parties whose interaction and communication

must be maintained and always maintained properly, namely:

1) Shareholder

Shareholders have an interest in the sustainability of the company, both minority

shareholders and majority shareholders will always monitor how the company's

performance is achieved. Shareholders need to ensure that the company has

implemented good and correct corporate governance, shareholders also need to ensure

that management can achieve the targets that have been set. Therefore, interaction with

shareholders must be maintained properly.

2) Employee

Employee interaction must be well maintained and communication must be of

high quality. Conflicts that occur in the world of work can adversely affect productivity,

where they will not be comfortable undergoing routines that affect the quality of work

Edi Suwito, Tantri Yanuar Rahmat Syah, Ketut Sunaryanto

Jurnal Indonesia Sosial Teknologi, Vol. 4, No. 9, Septemer 2023 1566

produced. Companies should ensure that the entire ecosystem within the office is

interconnected and well coordinated. Interaction is not only within the scope of the

office but must also be established outside the scope of the office such as customers,

partners, suppliers, and relationships.

3) Customer

In building trust, good interaction with customers is also a must-do. This

interaction includes service, ways of working, speech, and behavior toward customers.

As a company engaged in laundry and rental services, good service and interaction with

customers will be a good promotion for the company. Interaction with association

members, regular meetings, and joint discussions can create solutions to existing needs

and problems.

3. Common Interest

Common interest refers to the similarity of interests between consumers and

producers that may bring value to both parties. PT Luxury Indah Jaya will always

prioritize consumer needs on top priority, maintain the best product and service quality,

and maintain the fulfillment standards of star hotels. Common Interest is an emotional

bond that exists between consumers and marketers to achieve values and goals

(Haryanto, 2017).

Results and Discussion

Revenue Stream

From the sales scenario of PT Luxury Indah Jaya in Table 5.7, projections and

assumptions of revenue streams in the next 5 years can be produced as follows:

Table 1

PT Luxury Indah Jaya Revenue Stream Projections

Finance

PT Luxury Indah Jaya's financial projections are universal standards and contain

information related to the company's assets, liabilities, and capital presented in the form

of financial statements. A company's financial statements contain assets and liabilities

that expire in a period, known as the balance sheet (Syah, Alimwidodo, Lianti, & Hatta,

2022). The report consists of assets, debt liabilities, and capital. Assets are wealth

Marketing Planning Pt. Luxury Indah Jaya "Premium Laundry Service"

Jurnal Indonesia Sosial Teknologi, Vol. 4, No. 9, September 2023 1567

owned by a business, liabilities are positions that must be paid to other parties, and

capital is money owned by a company (Mahulae, 2020).

Investment Feasibility

To convince capital owners, companies need to conduct investment feasibility

studies by preparing investment feasibility studies from the beginning so that investors

can determine the rate of return that investors will receive by providing capital (Ichsan,

SE, Lukman Nasution, & Sarman Sinaga, 2019)v. This is certainly related to the image

or prospect of investors who make decisions to accept or reject the investment (Syah et

al., 2022). There are several calculation analyses used, including Return On Investment

(ROI), Net Present Value (NPV), Internal Rate of Return (IRR), and Payback Period

(PP).

Table 2

Return On Investment PT Luxury Indah Jaya

Table 3

Net Present Value dan Internal Rate of Return PT Luxury Indah Jaya

Table 4

Payback Period (PP) PT Luxury Indah Jaya

Table 5

Profitability Ratio of PT Luxury Indah Jaya

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Jurnal Indonesia Sosial Teknologi, Vol. 4, No. 9, Septemer 2023 1568

Conclusion

With good marketing planning, companies can conduct in-depth analysis and

evaluation of new business opportunities or investment projects. This is certainly very

helpful in assessing investment feasibility, market growth potential, income potential,

and associated risks. PT Luxury Indah Jaya's return on investment grew from the first

year to the fifth year, with an average of 9%. The ROI value above shows the company

is in a good category because this shows the ability to utilize all assets to generate

profits. PT Luxury Indah Jaya's five-year NPV is the Indonesian Rupiah.

12,545,820,892 is greater than zero (NPV > 0), meaning that the investment has

favorable prospects for the company. The IRR calculation also shows a value of

22.86%, higher than the current exchange rate (9%), which means this investment has

good potential to continue. The smaller the PP value, the faster the return and the more

worthy the investment. PT Luxury Indah Jaya has a payback period (PP) of 3 years and

8 months which is quite fast for new businesses. The profitability ratio shows the

percentage of profitability with an average gross margin of 32% and a net margin of 8%

which indicates that the business is good and can continue.

With a better understanding of investment feasibility, companies can make

smarter decisions and reduce the risk of investment failure. Good marketing planning

can help companies achieve better results, in terms of high revenue, cost efficiency,

competitive advantage, marketing effectiveness, and investment feasibility. This enables

the company to achieve sustainable growth and long-term success.

Marketing Planning Pt. Luxury Indah Jaya "Premium Laundry Service"

Jurnal Indonesia Sosial Teknologi, Vol. 4, No. 9, September 2023 1569

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