MARKETING RESEARCH AND ANALYTICS

LAUNDRY SERVICE AT IRMA

Submitted by:
Abhijith Nair(p39001)
Abhinav Bellamkonda(p39002)
Abhinav Dubey(p39003)
Ankit Singh(p39009)
Archana Kamath(p39010)
Arjun S(p39011)
 METHODOLOGY

• ZMET (15) • Segmentation

• FGD • Positioning/Perceptual
Mapping
• Conjoint Analysis

Qualitative Quantitative
Research Research
 Secondary Research
Major issues faced by Laundry
Indian Laundry Industry Market
12 9
(INR 2,20,000 crore)
12 18
Unorganised market
(INR 5,000 crore)
6
20

Organised segment 23

2-3% of the entire laundry market in India.

Cost Logistics Manpower
Average Spend Operation Pickup & delivery Quality
Risk
INR 2000 on Washing (Top 10 Cities)
 INR 500 to the maid
 INR 200-300 on the detergents
 INR 500-700 to the dhobi for Ironing
 ZALTMAN METAPHOR ELICITATION TECHNIQUE
RESPONDENT-1
Clean and fresh clothes have always
made me feel very happy vibrant and
bright. To start a day with fresh
washed and pressed clothes also
helps me boost my confidence.
Laundry services should be like the
sun bright, vibrant and always on
time.
RESPONDENT-3
As a kid I grew up playing football
everyday and I always remember
going home with dirty clothes filled
with mud after playing football. I
believe if a laundry can clean my
clothes after I play football then I’m
very satisfied.
RESPONDENT-2
Every time I enter a hotel
room, I always wonder how
organised and clean the
room is. And wonder
laundry should also be like
that with increase in
organizing the washed and
pressed clothes.
RESPONDENT-4
I always feel that clean water
is associated with my
personality. Clean water is
also pure and have the
quality of purifying things
which also brings peace to
my mind.
WORD CLOUD

Mind map
 Transformation
Transformation

Control Container
Control
Deep Container

Metaphors

Resource Connection
Resource Connection
 KEY FGD INSIGHTS

Requirement of new laundry service identified

05
Current laundry service not up to the mark ,problems
04 associated with it

Majority two types of laundry services present

03 E.g. laundromat and Washer man availability

Laundry important for student due to

02 requirement of being presentable

Busy Academic Schedule ;

01 Cumbersome process
Consumes precious time of students
 INTERVENTION
2.
Convenience and Timely
Delivery
1.
Customized Laundry
Services

4.
App-based service to
track the status,
payment, delivery,
3. feedback and
Clean and Good Quality suggestion
Washing
 segmentation
Number of Pooled VRC Omega
clusters Statistics

2 69.59324002 Affinity towards the

laundry service of three
3 65.27302973 -0.699302314661
cluster identified
60.25351713 0.748354744032
through K-means
4
clustering.
5 55.98235927 0.557913450792
Cluster one are Optimist
6 52.26911486 27.857525271097
(Positive)

1 2 3 Mean
4.2 1.7 3.7 3.2
4.4 4.0 3.9 4.1
Cluster two are Confused
4.4 5.0 3.6 4.3
4.7 4.7 2.9 4.1
4.6 2.7 3.6 3.6

VH VL H Cluster Three are

H L L
H H L Pessimistic (Negative)
H H L
H H VL
VH VL L
OPTIMISTIC CONFUSED PESSIMISTIC
 Age
120.0%

100.0%
100.0%

80.0% 73.7%
66.7%

60.0%

40.0% 33.3%
23.7%
20.0%
2.6% 0.0% 0.0% 0.0%
0.0%
Cluster 1 Cluster 2 Cluster 3

Age 19-21 Age 22-25 Age 25 above

Socio-Economic Class Preference of fixed price on all the

60.0% clothes
50.0% 80.0% 60.5% 66.7% 71.4%
40.0%
60.0%
30.0% 39.5%
40.0% 33.3% 28.6%
20.0%
10.0% 20.0%
0.0% 0.0%
Lower middle class Middle class Upper Upper middle class
Cluster 1 Cluster 2 Cluster 3
Socio-Economic Class
No Yes
Cluster 1 % Cluster 2 % Cluster 3 %
 Target group from segmentation

Timely Delivery
Age: 22-25
First time Upper Middle
Hostelite’s Class
Cleanliness
 Logical regression
1. Logistic Regression for the cluster size-

Overall predicted percentage is 100%.

Logit Equation for Cluster Size 3,

Log (p/1-p) = 55.399+17.270(male) + 1.278(age group 22-25)-34.894(hostel stay)-17.414(previous laundry use) +
0.005(above 3000) + 17.898(fixed) + 15.195(time)-0.586(temperament).

Log odds when none of the independent variable are present is 55.399.

2. Logistic regression for predicted group- Overall predicted percentage is 84.2.

B Exponent (B)

Gender 0.806 2.238

Age group (22-

1.054 2.869
25)

First time stay

-0.159 0.853
hostel

Fixed price 1.535 4.644

Logit Equation for the predicted group,
Time factor on
choice of
0.711 2.036
Log (p/1-p) = -3.470 + 0.806 (male) + 1.054 (22-25 age group) -
laundry
services 0.159 (hostel stay) + 1.535 (fixed price) + 0.711 (time factor)
Constant -3.47 0.031
 Positioning

• Frequency of service
• Payment options
• Cleanliness
• Room to Room Service
• Personalized Options
• Ironing Laundry Service
 Positioning
Xpress Laundry High : Payment options
Cleanliness
Ironing

Krunal Laundry High : Frequency of service

Room to Room service
Personalised options

Our Intervention Ideal Brand perceived by

respondents
 CONJOINT ANALYSIS

ATTRIBUTES STEAMING :

DELIVERY OF CLOTHES

IRONING:

DETERGENT TYPE :

CHARGES BASED ON CLOTHTYPE:

Out of 32 Combinations

11 profiles
generated
Ranked by 54
Respondents
Students are more concerned about
timely delivery and charge of clothes
based on type of clothes.
 WAY FORWARD…
1) Convenience : Laundry Services inside IRMA (in the Play room) and Delivery every 2 days

2) Staff : 2 Staff Members will be employed at the place

3) Collection point : 3 (1st near H block; 2nd near K block; 3rd near C block)

4) Collection Time : 5 to 6:30 pm (30 MINS near every Block) (Tue, Thu, Sat : Weekends, Weekdays)

5) Staff Timing : 1 pm to 8 pm everyday. Mon-Tue off for 1 of the employee

6) Detergent : Premium (Matte) or Regular (Normal) Detergent as per requirement

7) App based service : Which is used for Tracking of clothes, Online payment, Premium services

8) Feedback & Suggestion mechanism on App