The document discusses introducing self-laundry services in India. It outlines objectives like finding the right target market and price. A literature review found demand for laundry services. A survey of 203 people found 65% were unaware of such services. Most preferred affordable prices, quick turnaround times, and added services like pickup/delivery. The analysis found people typically wash clothes twice a week and are open to using new laundry options. This suggests self-laundry services could succeed in India with proper marketing, competitive prices and additional convenient options.

1. BY- SAHIL MATHEW
MARKETING OF SELF LAUNDRY
SERVICE IN INDIA

2. TABLE OF CONTENT
S.NO CONTENTS
1. INTRODUCTION
2. OBJECTIVE
3. LITERATURE REVIEW
4. METHODOLOGY
5. MARKETING MIX
6. SERVICES INTRODUCED
7. TARGET CONSUMER
8. QUESTIONNAIRE
9. DATA ANALYSIS
10. CONCLUSION
11. RECOMMENDATION
12. REFERNCES AND LINKS

3. SELF LAUNDRY SERVICE
o A self-service laundry, card laundry is a facility where clothes are washed and dried.
o This business is a great success in other countries like USA, New Zealand
Australia, Canada by the name Laundromats.
George Edward Pendray created this business which became a huge success
in these countries
o Various other services are also included in self laundry service like :
1. Fluff and fold services
2. Free pickup and delivery

4. OBJECTIVE
Providing additional services to the customers such as pick up
and home delivery, food court and entertainment services
Finding the right market segment
Studying consumer behavior
Finding optimum price for self laundry service
Improving current laundry service industry and making it
more customer friendly

5. LITERATURE REVIEW
• FEASIBILTY ANALYSIS OF LAUNDRY LOUNGE- The analysis was conducted by
students to determine whether laundry lounge was a success in target market.
As laundry service was highly desirable and demandable, capital required was
feasible and profit was highly attractive.
• ANALYSIS OF CRITICAL SUCCESS FACTORS OF LAUNDROMATS IN EMERGING ECONOMIES LIKE
INDIA- THE study aimed to establish the relationship between customer’s
expectation and perception of using laundry service with relation to Laundromats
in and across India. The results of above study indicated that customer
expectation and perception did not find the ultimate kind of satisfaction with
regards to the services offered by Laundromats presently.

6. • REDESIGNING THE LAUNDRY BUSINESS MODEL-The research was
that although laundry services are not a new concept, none
of the current offerings do much (if anything) to bolster the
customer’s trust in the service. The conclusion which came
that was needs vary according to the customers, being
young professionals, family people and elders.
• ONLINE LAUNDRY STARTUPS SPINNING THE RIGHT BUSINESS
MODEL- The article was based on organized segment with
significant growth potential. Only those businesses that are
highly tech enabled and can execute and deliver a beautiful
consumer experience at an affordable cost, will survive.
Having said that the Indian market is still big enough for at
least a few players to coexist”

7. METHODOLOGY
• We studied secondary data from various research papers and
articles and collected literature reviews.
• We conducted survey and around 203 respondents filled the
questionnaires.
• We used Excel as our tool to do our data analysis.
• We took subjective and objective responses from people.

8. SELF LAUNDRY SERVICE IN INDIA GOOD IDEA???
• Self laundry service in India has never been Introduced, if tried it was a
great failure why is it so? What was the reason behind its failure rather its
so successful outside?
Proper Marketing
• People are less aware about this service.
• Proper marketing of this service has not been done till date.

9. THE SERVICE OF MARKETING MIX
• All elements within the control of the firm that communicate the firm’s
capabilities and image to customers or that influence customer
satisfaction with the firm’s product and services:
PRODUCT
PRICE
PLACE
PROMOTION

10. PRODUCT
 The service provided would be of
 Dry cleaning
 Wet cleaning
 Machine Wash
 Washing as per Instruction
 Pick up and delivery van service

11. PRICE
• Pricing of product or service plays a great role in success of any business.
So, setting a reasonable price for availing this service in India is very
Important for its success.
• As according to the survey an average Indian pays Rs.10-15 for washing,
drying and ironing all together per cloth. So, setting a cost that can beat this
should be set for its success.
• Researching the competitors, providing free 1 month service for new
customers and promptly addressing customer complaints also attracts the
customers.

12. PLACE
There is growing population of students and working population with so much
to do in little time. A reliable and no hassle service is a valuable option.
Main target would be hub of working professionals, educational institutes
and industries
Planning tie ups with educational universities were space would be allotted
for laundry in campus and students would be informed about the timing when
employees of the laundry service would be in the campus.

13. PROMOTION
It is the activity done to increase the sale of organization services. This is the
technique that the company uses for awareness of the product in the market.
The main function of the promotion include inform, persuade and remind
about the product. By using various techniques
 Company’s website
 Social Media- Facebook, YouTube
 Word of mouth
 Advertise the business by pickup & delivery van
 Personal visiting

14. Other services that can be introduced along
with this
1. Fluff and fold service: These services provide the end user with washing, drying, and folding
services by just charging an extra small charge.
2. Pick up and door delivery: Free pickup and delivery, as well as complimentary laundry bags as
part of their customer appreciation.
3. Membership for regular customers: under membership discount and free services can be offered
to regular customers so that they are most satisfied and become a loyal customer.
4. Free internet access and food court service
5. Free garment repair and alteration.
6. Kids corner
Introducing these extra service can help in spreading awareness and making this business more
successful and famous

15. FLUFF AND FOLD SERVICE FREE INTERNET
AND
OTHER COMFORT
PICK AND HOME DELIVERY

17. TARGET CONSUMER BASE
1) Students 2)Paying guest
3)Working professionals
4) Senior Citizens

20. 65% were aware about the self laundry
Service while 35% were not aware
about the service
Only 35% of market segment is using
laundry service while 65% is still untapped
market

21. Here we can again see
That around 50% people
don’t use Laundry
services and around 27%
are using laundry
services 20% people take
local help to wash
their clothes

22. Here we can see around
49% of people wash their
clothes twice a week 36%
of people wash their
clothes once a week and
13% of people wash their
clothes thrice a week

23. Here as it is shown
around 46% of
people pay Rs 10
to Rs 15 for a
laundry service
37% of people pay
less than Rs 10
and 15% of people
pay more than Rs
15 for a laundry
service

24. Around 54% of
people wants
service within
12 hours and
around 40% of
people want
services within
24 hours

25. Around 70% of
people
consider using
internet
service as a
very good
option

26. Around 63% of people
Considered using green
cleaning products as
a very important
product to be
used in laundry service

27. Rank 1
Rank
2
Rank
3
Rank
4
Rank
5

28. Preferences of services in addition to laundry
service
• 1-Pick up and home delivery service
• 2-Fluff and fold service
• 3-Membership for regular customers
• 4- Free Wi-Fi and food court facilities
• 5- Dry cleaning services

29. Rank 1
Rank
2
Rank
3
Rank
4
Rank
5

30. Factors important while selecting a laundry
service for consumer
• 1-Quality of washed clothes
• 2- Security: Looking after keys
• 3-Price/promotion
• 4-Quality of Brand
• 5-Variety of services available (Wi-Fi, Ironing, food court)

31. Around 78% of
people will
Use the self
laundry service
weekly followed
By 12% of people
using it
daily

32. Almost 52% of
people opted
For Rs 5 to Rs
10 for per 2
Piece of clothes
for laundry
service

33. Data Analysis
• We used Excel as our tool to do our data analysis and calculated
the following results
• Mean
• Median
• Mode
• Standard deviation
• Inter Quartile Range

34. Physical Significance
• Mean-The mean is a way to describe the "middle" so that numbers far
from the middle have a bigger influence than numbers close to it
• Median-the median has the property that half of the data points are
below it and half are above it.
• Mode-If we have a set of numbers (i.e. data points), then the mode is
the number appearing most frequently
• Standard Deviation-With the standard deviation for instance one can
calculate proportions or chances higher or lower than a certain value
• Inter quartile range-The range gives us a measurement of how spread
out the entirety of our data set is. The interquartile range, which tells
us how far apart the first and third quartile are, indicates how spread
out the middle 50% of our set of data is

35. Key points
• If all three (mean, median, mode)are equal, the data set could
follow the Normal Distribution
• If the Median is smaller than the Mean then the distribution will
most likely have a positive skewness (higher values are further
from the Mean than lower values so the form of the distribution
will be less symmetrical and vica versa .The further away the
three are from each other the more unlikely it is that the
distribution is Normal.

36. How often do your laundry clothes?
Here we can compare both the results as we can see
mean is moving towards 2 and median and mode are
falling in the same range. Thus we Can conclude that
people wash their clothes twice a week

37. How much do you pay
approximately if you use outside
laundry/washing clothes?
As 49% of people have choosen to pay Rs 10 to Rs 15 and during
data analysis we found that our mean is moving towards 2 that is
the assumption we have taken which cross validate our result

38. How quickly do you want
your laundry/washing done?
As we can see around 54% of want the services
within 12 hours and our mean is in range of 1 and
median and Mode is falling in the same range thus
making our assumption right and cross validating the
result

39. What if your laundry will be picked
from home just by clicking on
internet on company’s website?
Here 70% of people have chosen to use internet service and mean
Median and mode is in the range of 1 and as we can see standard
deviation and IQR is vey less thus shows the accuracy of result

40. How important are green
cleaning products?
As we can see around 63% feel that green cleaning products are
very important and thus we can see our results in the range of 1
and standard deviation and IQR thus shows the accuracy

41. If you are happy with the laundry
service how often will you use it?
As we have assumed 2 for weekly and data shows that 78%
People would want to use the service weekly and thus our
Results in favor of it and shows the accuracy of data

42. As we can see 52% of people would like to pay between Rs 5
to Rs 10 per suit for laundry service our mean median and
mode is also in the same range and thus cross validating the
result
How much do you feel is a fair price per two
piece suit for a laundry services provided?

43. • If we analyses these two data we can see that 70% of people consider internet
service as good option and on the other side 54% of people want services
within 12 hours as internet service may take more than 12 hours, slowly these
customer will move towards self laundry service.
We can set the price higher for internet service little higher than self laundry
service and slowly 70% of the customer will be moving towards self laundry
service

44. CONCLUSION
65% of the population are aware of service and 35% of people are
unknowledgeable about this service.
Around 50% of people still don’t use any laundry service, we will
target this segment and it shows that there is a huge untapped
market that still need to be organized.
Additional services like food court, video gaming for children,
Wi-Fi services, entertainment services will be provided.

45. • By the end of our survey we came to conclusion that self laundry service
would be a success in India if properly marketed. In the survey 78.3%
would use laundry service weekly if they are happy with service.
According to our survey price set would be from Rs.10-15, as it is most
important factor given by respondents in the survey. With price fixed and
pick up and delivery service provided as selected the most important
service in the survey, self laundry service would be a success in a India.

46. RECOMMENDATIONS
• Self laundry should be near to customer locations
• Green washing products should be used more often
• Using of social media for marketing

47. References and links
https://www.entrepreneur.com/article/190424
http://serialsjournals.com/serialjournalmanager/pdf/1490687569.pdf
http://www.coinlaundry.org/blogs/bob-nieman/2015/01/27/2014-the-year-in-review

48. THANK YOU