Person

1 Swetanks Mom

2- Swetanks Wife

3- Afzal
 Association

Shine, good brand

Shine, Fragrance

Swacch Bharat ke tarah

saaf, collar saaaf ho
jaaye
 Feeling
High and lows

High: clean, fragrance

Low: none

High: Less number of clothes. Not wash daily

High: Since automatic, I dont find any problem

Low: Collar area, cuff area does not get clean
 Time share- mind share

Pressure of washing clothes

Wash overnight. Low tension as mom to

support.

When washing with hand

 Current practices

Hand 10%
Mc 90%

Hand 10% rest machine

Hand: 20%
Needs

Vanish mixed regular powder

softener

Mix of softener in detergent powder

Life of clothes is shorter if machine is used

Satisfiers-dissatisfiers

Ariel, surf
S: shine cleanliness
D: color fading
S: Cleanliness
D: Fading

S: no time wastage and I dont

worry about cleanliness and
dryness
 Items I get washed/need to wash

Swetanks Mother rest all towels,

bedsheet
Hand delicate soft clothes, pins
buttons

Swetanks Wife - Wash by hand

white delicate clothes. Rest all in
machine

Afzal Fab India clothes fade away

in two wash

Detergent is very strong I ues lesser

quantity
 Washing Need Fear - concern

Shrink

Color fade

Powder should wash collars

Color fade
well

Cotton kapdaa
kharaab ho
Should leave a sheen on the jaayega (cotton
clothes and other
clothes
separately)
How satisfied with current wash output Gap

Easy, have to just add clothes

Color fade
High surf usage
Had to wash daily

Happy, Surf excel is too good.

Am using Surf Satisfied (fades

Fading/
away hence I use smaller
cleaning
quantity)
 Opportunity

Soft/ Shine/
Collar
cleaning apne
-aap
Swetank Mom
Needs Ariel Ghadi

Whiteness 8 5
Fragrance 6 -
Stain removal 8 4
Easy wash 8 4

Swetank's Wife
Needs Ariel Ghadi

Whiteness 7 6
Fragrance 7 5
Stain removal 6 4
Easy wash 8 5

Afzal

Needs Ariel Ghadi

Whiteness 7 5
Fragrance 5 2
Stain removal 6 3
Easy wash 6 2
Tide Nirma Surf Excel (Our)

4 4 9
4 4 8
5 5 9
5 6 10

Tide Nirma Surf Excel (Our)

4 3 8
5 3 9
4 4 9
6 5 9

Tide Nirma Surf Excel (Using)

6.5 5 7
5.5 5 6
7 4 7
6 5 5
Washing Mind Map

Feeling
Association
High and lows
Charu

High Cleanliness
Cleaning Day to Day work
Low: Effort, High emotions

Paritosh

High Cleanliness, Fragrance

White, Fragrance
Low _ Extra Effort of colour

Mayank High Clean, Fragrance

Low Time, cumbersome

Purity, Frangrance process, cleaning of machine
too

Washing Needs

Items I get
Washing Need
washed/need to wash

Charu Everything in washing

machine

Stain Hand Hard work

Paritosh

Jeans Wash only monthly

Others frequently
Mayank

Jeans heavy by hand

Exercise

Socializing, Group washing in

young age
 Time share- mind share Current practices

20% - Hand
Weekend , Long Cycle, high involvement so time
share is more
80 % - Machine

Plan, not fixed cycle

100% Machine
Generator Cost saved if run at night

Enjoy washing 20% Hand

Soak overnight 80% Machine

Family member get tensed

Prepare week so need to do the planning

How satisfied with

Fear - concern
current wash output

Wrinkles, Colour Fade 20% + 20% = 40% dissatisfied

Satisfied, front load

Damage to hand Dont want to outsource

 Satisfied very much happy to
Yellowing
help mother and sister

Washing powder has

High Wear and Tear even for expensive jeans
improved
Different in 10 years

Will not outsources

 Satisfiers-
Needs
dissatisfiers

D: Colour fading, Wrinkle

Free

S: Clean

S: Clean, Fragrance

D: Unclean, colour draining

on others

S: White is good

D: Yellowinh

Gap Opportunity

Wrinkle
Colour Fade

Colour fade Less quantity same result

 Specific powder for specific
problem

Colour fade, Stain

Yellowish
Yellowish

Because generic does not

work