Ardouin MélodieFlahault-Franc EmmanuelleGalante MathieuLedoux CédricLepetit MurielSeres Charlotte

I- Context- Trends- Concept- Target - Market- Competitors

II- Business- Design- Services- Suppliers- chiffres du magasin pilote (muriel)

III- Development- franchise-legislation -implantation - chiffres / consolidation (muriel?)

IV- Communication- com (cedric)- RP (muriel)

Summary

I- Context

Western society trends

• Observations :

–More journeys made + Longer average journeys–Predictable delay at peak times –Willingness to use journey time for multi-tasking–Manufacturer and retailer actions

• Consumers are used to moving on everyday

• New distribution and new product development have encouraged consumers to consider on-the-move consumption much more seriously than they had before

Trends - On-the-move consumption : a new phenomenon

I- Context

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Concept

I- Context

Consumers Profile

• Target consumer : 18-25 years old

• The typical service junky has high expectations of quality of life and levels of personal needs : they don’t want to spend their time to focus on housework

• People-on-the move explores the social, technological and logistical drivers that encourage on-the-move consumption

Early evening consumption

The time-period which is most likely to generate on the move demand => eg. rush to a social occasion

Target : People on-the-move

I- Context

Some cultural differences…

• The willingness of consumers to eat, drink or groom is depend on their cultural heritage

• Performing traditionally indoor acts in public is seen in some countries, such as France or Italy, as particularly anti-social

… for an easily adaptable target to new lifestyles

• Nevertheless, young consumers are the most likely to consume while on-the-move => they generally more adaptable to new patterns of behaviour created by changes in the duration and mode of travel

• They are also more likely to find the idea of conducting these activities in public less abnormal or impolite

Target : People on-the-move

I- Context

• 33 surveys completed by people from 18 to 30 years old going regurlarly or occasionally to a Launderette• Study of their consumption of Launderette and perception of the concept

Qualitative study : laundrettes

I- Context

Main Results• Young people who go to the Launderette are mostly students • They usually go to the Launderettein the afternoon and early evening, and stay about one hour • Going to the Launderette is perceived as an effort, and even a drudgery : the Launderette is a cold, unwelcoming place• They would feel like going to a laundry-bar instead of their usual Launderette : they would be likely to spend more money to buy a drink, and tell their friends to join them• They would have the feeling to waste less time than in their usual Launderette

• 30 surveys completed by people from 18 to 30 years old, going regularly into bars

• The main criteria for choosing one bar above another is the decoration and the atmosphere

• They consider alcoholic drinks essential in a bar, but not necessarily heavy drinks

• The drinks they buy the more frequently are coffee/tea, beers on draught, cocktails and soft drinks

Qualitative study : bars

I- Context

• We should target students (from 18 to 25 years old), people on-the-move attracted by the idea of saving some time

• The laundry-bar concept settles several target’s problems

• The afternoon and the early evening would be the time of main frequentating

Qualitative study : conclusions

I- Context

In 2001

• On-the-move market turnover = €69 billion

• European consumers journeys = 544 billion (1 hour per day)

• 9 % of consumers ate and 4 % drunk while on-the-move = €56 billion was spent on eating and drinking while travelling

• In Europe, the British and the Dutch spend the most on on-the-move drink consumption at €67 per person per year

On-the-move market

I- Context

On-the-move market forecasts

In 2006 :

• On-the-move market turnover forecast = between €60 & €80 billion

• Europe consumers journeys = 560 billion

• The time spent travelling per person per day will increase : - to over one and half hours in Italy…- … and well over an hour in France, Germany, Sweden and the UK

• People in 2006 will make 4.0 journeys per day

I- Context

A new lifestyle

• New product & service development, and the creation of on-the-move distribution channels will have an important role to play in answering consumer’s specific needs

• The first priority is to encourage consumers to consider on-the-move consumption as a new aspect of their lifestyles

• The on-the-move environment will have to be redesigned and re-packaged in order to become more attractive to consumers

• There is a real opportunity opens to players who wish to target this lucrative market

I- Context

SWOT

I- Context

Internal AnalysisStrenghts Weaknesses

Communication items-awareness-image-positioning

Simplicity and pleasure2 services in 1

NoneNew company in the

market

Marketing mix-product strategy-price strategy-place strategy

-promotion strategy

Practical : two services in one

Not expensive prices

Essentially by buzz

A new habit

Center of the city places availability

Target-18-25 years old Easy adaptation to new

social patternsVery unpredictable

and unfaithfull

Company ressources-financial-technological-trade

franchisebasic material

franchise business

less benefit

I- Context

 External AnalysisOpportunities Threats

Company environment-economical-technical-legal-socio-cultural

Economic growth is backSimple material

On-the-move consumptionSecurity / hygiene / alcohol

licenceAnti-social activity

perception

Market-size-structure-trends-place

-consumption behaviours-motivation and choice items

NewVery divided

Growing market

Easy adaptation to new social patterns

A social activity / New / not boring

A little number of good places :

Geo-marketing

Competitors-classical bars-personal laundries-public laundries -home laundry services

Only one serviceNot a social activity

Boring and early closedExpensive

Alcoholic drinks / smokingSimple and practical

Fast service / quality of service

SWOT

Competitors

I- Context

In France• 2300 Launderettes. Main networks : 5 à sec, Wash’n Press, Clean Planet, Roto Clean, Lavomatique, Clean City• Laundry - bar : an unknown concept

In Europe• One example of laundry-bar in Germany

In USA• Laundry-bars already exist in big cities (Miami, San Francisco)

II- Business

Design

II- Business

Design : map

II- Business

1 m

Design : logo

II- Business

Services

II- Business

Suppliers

Laundry machine suppliers : MIELE Professional

• 2 laundry machine models : 10 KG (ref. WS 5100) and 14 KG (ref. WS 5140)

• 2 tumble dryer models : 8 KG (ref. T 5200 EL) and 10 KG (ref. T 5250 EL)

II- Business

Suppliers

Furnitures :Customized tables, chairs and bar => former laundry machines

Alcohol :Wholesalers and brand alcohol companies

Decoration – embellishment :posters of old laundry advertisings

II- Business

Chiffres

II- Business

III- Development

Franchise

III- Development

Legislation

III- Development

DEW franchise Setting up

III- Development

DEW franchise will be present in Western Europe in the main « student cities » such as :

France : Paris / Toulouse / LilleUK : Cambridge / OxfordSpain : Barcelona / Madrid / Salamanca / ValenciaGermany : Munich / Hambourg / BerlinItaly : Roma / Milano / Naples

etc.…

DEW franchise Setting up

III- Development

Setting up in the European cities :

in downtownnot in the most prestigious places…

…but in the very dynamic ones, eg. students neighbourhood, next to universities

=> Geo-marketing studies will be very important before setting up

IV- Communication

Objectives

IV- Communication

Focus on brand awareness… Since DEW is a new brand, totally unknown

… and consumer cognitionBecause It is a new concept that must be fullfully understood

by our target

Objectives

IV- Communication

Two distinctive targets : • Franchise• Consumers

=> Two distinctive communication strategies

B2B operations One main objective : Convince people to franchise their business

IV- Communication

Franchise Development : Owning a stand in Franchise shows

Advertise in specialized magazines In France : – Franchise Magazine– L’Officiel de la Franchise– Défis

Being present on franchise specialized web siteswww.british-franchise.org : bristish franchise federationwww.franchise-fff.com : french franchise federation www.franchise-chat.com : british franchise associationwww.observatoiredelafranchise.fr : french franchise

association

B2C operations

IV- Communication

Two main objectives :

• First reach the target, through magazines and faculties

• Then, remind us to them thanks to marketing services operations.

B2C operations : Reach the target and remind us to them

IV- Communication

Faculties

• Own a stand near faculties• Distribute flyers and leaflets

Magazines• Only specialized magazines, able to reach our target• In France : Zurban (culture & night life), Nova (culture,

lifestyle, trends), Jalouse (for young and independant womens)

Marketing Services • Leaflets and flyers inside the bar• Member card : a member card will be available,

which will offer reductions on washing and free drinks• Designed bags : a special bag, designed in a very

DEW style, will be offered to every new customer with a member card

• Stickers and « sous-bocks » will be given free

Common operations

IV- Communication

Launch of a Web Site A web site divided in two distinctives parts : one for the

franchise and another for the customer