Print Email Facebook Twitter How to accelerate access automatic to washing for low-income people in India? Title How to accelerate access automatic to washing for low-income people in India? Author Kramer, J.G.C. Contributor Diehl, J.C. (mentor) Hulting, H.J. (mentor) Faculty Industrial Design Engineering Department PIM Programme Master of Science Strategic Product Design Date 2009-11-02 Abstract This project is executed for the Procter & Gamble Company. P&G sees huge potentials in the developing market of India. The detergent market is one of these big potentials; the Indian detergent consumption per capita is very low compared to other countries. Most washing nowadays is done by hand due to cultural and infrastructural reasons. Hand washing is a time consuming and backbreaking activity, done mostly by women. In prior research Procter & Gamble identified this washing behavior of low-income consumers as an opportunity; offering unique benefits to this consumer segment will allow P&G to make more profit and to gain a better share in the detergent market, which is currently being dominated by other brands. Offering access to automatic washing is such a unique benefit, if P&G could make the Indians switch to automatic washing, this would unlock a new market. Goal of the project The project has one underlying research question: ‘How to accelerated access to automatic washing for low-income consumers in India? This question is addressed by a literature research, a consumer research, and a synthesis of the data, leading to inspiring ideas that provide a starting point for further development. The scope of the project is restricted to the urban low income consumer of Mumbai. Analysis In the analysis, the Procter & Gamble, and its market environment is described. It describes P&G’s sustainability goals and how detergent manufactures can make more profit on detergents. The Indian low-income consumer is analyzed, and what (cultural) factors should be taken into account when developing a product or service, for this specific target group. Furthermore it describes different washing practices around the world, and specifically for India. Hand washing is most common in India and the penetration of washing machines is very low. A comparison of hand washing, machine washing, and laundry services is made. Qualitative consumer research The main focus of the project is a context research; an explorative qualitative consumer research of the target consumer. During a one month field research in Mumbai insights are gathered about the context; the barriers against adaptation of automatic washing, the consumers’ needs and aspirations; in general and concerning the laundry process. The data was analyzed by means of context mapping, resulting in five themes with insights; infrastructural barriers, environmental factors, cultural aspects; current ways of washing, and purchase considerations. Personas are developed, based on the consumers interviewed during the research. The personas keep the user central, and help communicating the ideas and concepts. Together, the context-maps and the personas give an inspirational and complete overview of the context of the low-income consumer of Mumbai. From the context-maps main insights are extracted. Ideas & Concepts The main insights are translated into opportunities; clustering these opportunities led to six distinct directions. Four out of six directions point to a service oriented solution. To demonstrate the directions and inspire P&G, an idea is developed for each direction, resulting in the following six ideas: The Magic Bucket, Tide Chit Fund, Share the Laundry Car, One Machine Laundromat, In-home Laundromat & Community, Washing & Water Solution. The six ideas are evaluated using the personas, and a ranking on different points segmented in People, Profit and Planet. The Community Washing & Water Solution is chosen as the solution with the most potential. Next to the Community Washing & Water Solution, the Tide Chit Fund is chosen to elaborate on, because it complements the parallel project conducted by Shri Patil, a colleague-student, researching personal low-cost washing machine design that performs best in the researched context. The two ideas are elaborated; describing the different stakeholders involved and how Procter & Gamble can ensure profit; Tide Chit Fund The Tide Chit Fund is a business model that enables personal ownership for low-income consumer; using a paying scheme with multiple women buying the washing machines together. It allows women to buy a washing machine within their budget, and receiving help in the adaptation process of automatic washing; allowing them to fully benefit from the capacity of the purchased machine. Community Washing & Water solution A Laundry Product Service System, which operates on pay per use basis, offering access to good fully automatic washing machines. The community washing & water solution also provide consumers with clean drinking water; using the P&G PUR product, and therefore delivering benefits to all members of the community. To conclude recommendations are made to further develop the concepts. Subject low income consumerindiaproduct service systemdetergentlaundryprocter & gamblesustainability To reference this document use: http://resolver.tudelft.nl/uuid:0ba18a1d-3f33-417f-8190-0436d6d03715 Embargo date 2010-11-02 Access restriction Campus only Part of collection Student theses Document type master thesis Rights (c) 2009 Kramer, J.G.C.