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A competitor analysis of different water brands in india
A competitor analysis of different water brands in india
A competitor analysis of different water brands in india
A competitor analysis of different water brands in india
A competitor analysis of different water brands in india
A competitor analysis of different water brands in india
A competitor analysis of different water brands in india
A competitor analysis of different water brands in india
A competitor analysis of different water brands in india
A competitor analysis of different water brands in india
A competitor analysis of different water brands in india
A competitor analysis of different water brands in india
A competitor analysis of different water brands in india
A competitor analysis of different water brands in india
A competitor analysis of different water brands in india
A competitor analysis of different water brands in india
A competitor analysis of different water brands in india
A competitor analysis of different water brands in india
A competitor analysis of different water brands in india
A competitor analysis of different water brands in india
A competitor analysis of different water brands in india
A competitor analysis of different water brands in india
A competitor analysis of different water brands in india
A competitor analysis of different water brands in india
A competitor analysis of different water brands in india
A competitor analysis of different water brands in india
A competitor analysis of different water brands in india
A competitor analysis of different water brands in india
A competitor analysis of different water brands in india
A competitor analysis of different water brands in india
A competitor analysis of different water brands in india
A competitor analysis of different water brands in india
A competitor analysis of different water brands in india
A competitor analysis of different water brands in india
A competitor analysis of different water brands in india
A competitor analysis of different water brands in india
A competitor analysis of different water brands in india
A competitor analysis of different water brands in india
A competitor analysis of different water brands in india
A competitor analysis of different water brands in india
A competitor analysis of different water brands in india
A competitor analysis of different water brands in india
A competitor analysis of different water brands in india
A competitor analysis of different water brands in india
A competitor analysis of different water brands in india
A competitor analysis of different water brands in india
A competitor analysis of different water brands in india
A competitor analysis of different water brands in india
A competitor analysis of different water brands in india
A competitor analysis of different water brands in india
A competitor analysis of different water brands in india
A competitor analysis of different water brands in india
A competitor analysis of different water brands in india
A competitor analysis of different water brands in india
A competitor analysis of different water brands in india
A competitor analysis of different water brands in india
A competitor analysis of different water brands in india
A competitor analysis of different water brands in india
A competitor analysis of different water brands in india
A competitor analysis of different water brands in india
A competitor analysis of different water brands in india
A competitor analysis of different water brands in india
A competitor analysis of different water brands in india
A competitor analysis of different water brands in india
A competitor analysis of different water brands in india
A competitor analysis of different water brands in india
A competitor analysis of different water brands in india
A competitor analysis of different water brands in india
A competitor analysis of different water brands in india
A competitor analysis of different water brands in india
A competitor analysis of different water brands in india
A competitor analysis of different water brands in india
A competitor analysis of different water brands in india
A competitor analysis of different water brands in india
A competitor analysis of different water brands in india
A competitor analysis of different water brands in india
A competitor analysis of different water brands in india
A competitor analysis of different water brands in india
A competitor analysis of different water brands in india
A competitor analysis of different water brands in india
A competitor analysis of different water brands in india
A competitor analysis of different water brands in india
A competitor analysis of different water brands in india
A competitor analysis of different water brands in india
A competitor analysis of different water brands in india
A competitor analysis of different water brands in india
A competitor analysis of different water brands in india
A competitor analysis of different water brands in india
A competitor analysis of different water brands in india
A competitor analysis of different water brands in india
A competitor analysis of different water brands in india
A competitor analysis of different water brands in india
A competitor analysis of different water brands in india
A competitor analysis of different water brands in india
A competitor analysis of different water brands in india
A competitor analysis of different water brands in india
A competitor analysis of different water brands in india
A competitor analysis of different water brands in india
A competitor analysis of different water brands in india
A competitor analysis of different water brands in india
A competitor analysis of different water brands in india
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A competitor analysis of different water brands in india

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  • 1. A PROJECT REPORT ONA COMPETITOR ANALYSIS OF DIFFERENT BRANDS OF WATER PURIFIER Submitted By: SAURAV ROY CHOWDHURY Roll No :- MBA 2010-12 UNDER THE GUIDANCE OF Mrs. Jnui Deb Mallick Datta (Prof. Marketing) IN PARTIAL FULFILMENT FOR THE AWARD OF THE DEGREE OF MASTERS OF BUSINESS ADMINISTRATION (MARKETING) 1
  • 2. DECLERATIONI, Saurav Roychowdhury, a student of MBA (2010-12) studying at IILM (InternationalInstitute For Learning in Management), Kolkata, solemnly declare that the project worktitled- ‘A Competitor Analysis Of Different Brands Of Water Purifier” was carried out byme at Hindustan Unilever Limited; Kolkata, in partial fulfillment of the MBA programme.This programme was undertaken as a part of academic curriculum according to theUniversity rules and norms and by no commercial interest and motives.Place:Date Saurav Roy Chowdhury MBA(049) 2010-12 2
  • 3. ACKNOWLEDGEMENTI feel great pleasure for the completion of this project. At the very outset I wouldexpress my sincere thanks and deep sense of gratitude to personnel who helped meduring the collection of data and gave me rare and valuable guidance for thepreparation of this report.I am thankful to Mrs. Pubali Sarkar for giving us such a wonderful opportunity to workwith corporate as a part of our project work and constantly motivating right from thebeginning.I take this opportunity to express my deep sense of gratitude and appreciation to my projectguide Mrs. Juni Deb Mallick Datta (Prof marketing ) for assistance, motivation, and being acontinual source of encouragement for me.I would like to thank Mr.Prosenjit Awan, Territory Sales Officer (TSO),HUL” Pure it”Kolkata, for always helping me right from the beginning of the Project.I take opportunity to thanks all my friends and also thank all people who directly or indirectlyconcerned with this project. I also express my gratitude to my parents who give a constantsupport and love throughout my life and career. Saurav Roy Chowdhury 3
  • 4. EXECUTIVE SUMMARYHindustan Unilever Limited is the Indian arm of the Anglo-Dutch Company –Unilever. Both Unilever and HUL have established themselves well in the FastMoving Consumer Goods (FMCG) category. In India, the company offers manyhouseholds brands like, Dove, Lifebuoy, Lipton, Lux, Pepsodent, Ponds, Rexona,Sunsilk, Surf, Vaseline etc. Some of its efforts were also rewarded when four of HULbrands found place in the ‘Top 10 brands’ list for the year 2008 published in TheEconomic Times.Unilever was a result of the merger between the Dutch margarine company,Margarine Unie, and the British soap-maker, Lever Brothers, way back in 1930.For 70 years, Unilever was the undisputed market leader but now faces toughcompetition from Proctor & Gamble and Colgate-Palmolive.HUL is also known for its strong distribution network in India. In order to furtherstrengthen its distribution, HUL launched a Project SAFE WATER ZONE in 2003 inChennai. The idea behind this project was to protect lives to water borne diseasesuch as typhoid, jaundice and diarrhea. In 2007 water division started national. Nowit presents in all states and already protected 15 million lives. 4
  • 5. TABLE OF CONTENTContentsCOMPANY PROFILE .......................................................................................................... 8AND .......................................................................................................................................... 8INTRODUCTION ................................................................................................................. 8Introduction to HUL ................................................................................................................ 10Brands for life (Product Line) .................................................................................................. 13INTRODUCTION TO PROJECT TOPIC............................................................................ 22Competitive Analysis will help accomplish the following: ..................................................... 23Product analysis (Pureit) .......................................................................................................... 27A List of Competitors .............................................................................................................. 31Why companies analyze competitors....................................................................................... 32Competitor analysis has several important roles in strategic planning: ................................... 32Sources of information for competitor analysis ....................................................................... 32What businesses probably already know their competitors ..................................................... 33What businesses would really like to know about competitors ............................................... 33How a Pureit is better than other method of water purifier ..................................................... 34COST COMPARISON ACROSS PURIFICATION METHODS .......................................... 35SCOPE AND OBJECTIVE OF THE STUDY ........................................................................ 36RESEARCH METHODOLOGY............................................................................................. 37SWOT Analysis ....................................................................................................................... 41Marketing Mix ......................................................................................................................... 42DATA ANALYSIS& Interpretation ........................................................................................ 43CROSS TABULATIONS ........................................................................................................ 56CONCLUSION ..................................................................................................................... 83RECOMMENDATIONS .................................................................................................... 85Limitations Of Study................................................................................................................ 87ANNEXURE ......................................................................................................................... 88The Waterpurifier business ...................................................................................................... 93 (http://spoonfeedin.blogspot.in/2008/06/waterpurifier-business.html) ..................... 93Village Financial Services and HUL tie up to sell Water Purifiers ......................................... 96 5
  • 6. LATEST INNOVATION IN WATER PURIFICATION AROUND THE WORLD............. 97Forbes India: War for pure water ............................................................................................. 98BIBLIOGRAPHY ................................................................................................................. 101 6
  • 7. TABLE OF ILLUSTRATION 7
  • 8. COMPANY PROFILE AND INTRODUCTION 8
  • 9. Company ProfileType : Public company BSE:HUL : Fast Moving Consumer Goods (FMCG)IndustryFounded : 1933 : Mumbai, IndiaHeadquarter : Harish Manwani (Chairman),Key people : Nitin Paranjpe (CEO and Managing Director) : Home & Personal Care, Foods, WaterProducts Purifier : Rs 20,869.57 crore (US$ 4.45 billion) (2008-Revenue 2009)Employees : Over 65,000 direct & indirect employees : Unilever PlcParentWebsite : www.HUL.co.in 9
  • 10. Introduction to HULHindustan Unilever Limited (HUL) is Indias largest Fast Moving Consumer GoodsCompany, touching the lives of two out of three Indians with over 20 distinct categories inHome & Personal Care Products and Foods & Beverages.The company‘s Turnover is Rs. 20, 239 crores (for the 15 month period – January 1, 2008 toMarch 31, 2010).HUL is a subsidiary of Unilever, one of the world‘s leading suppliers of fast movingconsumer goods with strong local roots in more than 100 countries across the globe withannual sales of €40.5 billion in 2008. Unilever has about 52% shareholding in HULHindustan Unilever was recently rated amongst the top four companies globally in the list of“Global Top Companies” for Leaders‖ by a study sponsored by Hewitt Associates, inpartnership with Fortune magazine and the RBL Group. The company was ranked numberone in the Asia-Pacific region and in India.The mission that inspires HULs more than 15,000 employees, including over 1,400managers, is to ―add vitality to life". The company meets everyday needs for nutrition,hygiene, and personal care, with brands that help people feel good, look good and get moreout of life. It is a mission HUL shares with its parent company, Unilever, which holds about52 % of the equity. 10
  • 11. HistoryHUL was formed in 1933 as Lever Brothers India Limited and came into being in 1956 asHindustan Lever Limited through a merger of Lever Brothers, Hindustan Vanaspati Mfg.Co. Ltd. and United Traders Ltd. It is headquartered in Mumbai, India and has employeestrength of over 15,000 employees and contributes for indirect employment of over 52,000people. The company was renamed in June 2007 to “Hindustan Unilever Limited”.The Anglo-Dutch company Unilever owns a majority stake (52%) in Hindustan UnileverLimited. HUL was one of the eight Indian companies to be featured on the Forbes list ofWorld‘s Most Reputed companies in 2007HeritageHUL‘s heritage dates back to 1888, when the first Unilever product, Sunlight, was introducedin India. Local manufacturing began in the 1930s with the establishment of subsidiarycompanies. They merged in 1956 to form Hindustan Lever Limited (The company wasrenamed Hindustan Unilever Limited on June 25, 2007).The company created history when it offered equity to Indian shareholders, becoming thefirst foreign subsidiary company to do so. Today, the company has more than three lakhresident shareholders. HUL‘s brands -- like Lifebuoy, Lux, Surf Excel, Rin, Wheel, Fair &Lovely, Sun silk, Clinic, Close-up, Pepsodent, Lakme, Brooke Bond, Kissan, Knorr,Annapurna, Kwality-Walls - are household names across the country and span manycategories - soaps, detergents, personal products, tea, coffee, branded staples, ice cream andculinary products.They are manufactured in over 35 factories, several of them in backward areas of the country.The operations involve over 2,000 suppliers and associates. HULs distribution networkcovers 6.3 million retail outlets including direct reach to over 1 million. 11
  • 12. Doing Well by Doing GoodHUL believes that an organization‘s worth is also in the service it renders to the community.HUL focuses on hygiene, nutrition, enhancement of livelihoods, reduction of greenhousegases and water footprint. It is also involved in education and rehabilitation of special orunderprivileged children, care for the destitute and HIV-positive, and rural development.HUL has also responded in case of national calamities / adversities and contributes throughvarious welfare measures, most recent being the relief and rehabilitation of the peopleaffected by the Tsunami disaster, in India.HUL‘s Project Shakti is a rural initiative that targets small villages populated by less than5000 individuals. Through Shakti, HUL is creating micro-enterprise opportunities for ruralwomen, thereby improving their livelihood and the standard of living in rural communities.Shakti also provides health and hygiene education through the Shakti Vani programme.Theprogram now covers 15 states in India and has over 45,000 women entrepreneurs in its fold,reaching out to 100,000 villages and directly reaching to over three million rural consumers.HUL also runs a rural health programme, Lifebuoy Swasthya Chetana. The programmeendeavours to induce adoption of hygienic practices among rural Indians and aims to bringdown the incidence of diarrhoea. It has already touched 120 million people in approximately50, 676 villages across India.If Hindustan Unilever straddles the Indian corporate world, it is because of being single-minded in identifying itself with Indian aspirations and needs in every walk of life.Unilever products touch the lives of over 2 billion people every day – whether thats throughfeeling great because theyve got shiny hair and a brilliant smile, keeping their homes freshand clean, or by enjoying a great cup of tea, satisfying meal or healthy snack. 12
  • 13. Brands for life (Product Line)Hindustan Unilever Limited has been the pioneer in the field of Food brand, Home carebrands, personal care brands, water purification systems, Nutrition, Health, Hygiene &beauty productsThe following are the basic products of Hindustan Unilever Ltd., which has always promisedto provide safe and healthy living.  Food Brands.  Home Care Brands.  Personal Care Brands.  Water Purification System. 13
  • 14. Food brandsHUL is one of India‘s leading food companies. Our passion for understanding what peoplewant and need from their food - and what they love about it - makes our brands a popularchoice. Brooke Bond 3 Roses Playful banter, a little mischief, serious conversation… there‘s no time for young couples like the time spent sharing a cup of 3 Roses.To keep a relationship going, every young couple needs a little time to talk Annapurna Partnering with the mom in nurturing her dreams, Annapurna Atta is aimed at helping her provide wholesome tasty nutrition to her family.Annapurna Atta is aimed at helping the homemaker provide wholesome, tasty nutritionto her family. Red Label India‘s favorite cup of tea, the great taste of Red Label brings people closer together and strengthens relationships.The brew that bonds. Brooke Bond Taaza Brooke Bond Taaza lifts me and unshackles my mind, allowing me to see and realize possibilities. The great refreshment of Taaza inspires women to have an identity beyond their homes and to refresh their lives. Taj - Mahal 14
  • 15. Brooke Bond Taj Mahal is an exclusive selection of teas for the discerning consumer.A taste for the finer things in life. Taj Mahal is not just a cup of tea, it is a sensoryexperience Bru Ek cup Bru aur mood ban jae… Some moments in life are special and close to the heart. Bru makesthese moments with loved ones even more magical…Its India‟s largest coffee brand thatoffers a range of products in Instant coffee, Conventional coffee and premixes....Its richaroma and unique blend makes every moment come alive… Knorr. Knorr helps families make meal times special, nutritious, tasty and healthy Kwality Wall‟s A good honest scoop of daily pleasure.. Kwality Wall‟s, the brand with a big heart, offers a range of delightful frozen dessertsthat bring smiles to the faces of millions of Indians – kids, teens and adults. We do sowith our very popular brands - Cornetto, Feast, Paddle Pop, Selection & our awardwinning parlour concept, Swirl‟s. 15
  • 16. Home care brandsHUL has a diverse portfolio of brands offering home care solutions for millions of consumersacross India. Active Wheel Active Wheel de "Mehnat se Aazadi" Freedom from painful & tiring laundryActive Wheel enables consumers to perform laundry chores, giving “Great Clean”within less effort. Cif Cif- the best cleaner to let you shine. Cif- The World‟s leading cream cleaner which gives you the power todeal with the toughest dirt is now in India. Comfort The world‘s largest fabric conditioner brand. For most homemakers, ensuring their familys well-being is of utmostimportance. Every task, whether it‟s preparing a meal or washing the clothes, is anexpression of her love and affection for the family. Domex The sheer power of Domex bleach gives you the confidence you need, eradicating all known germs. The sheer power of Domex bleach gives you the confidence you need,eradicating all known germs. With Domex, you can be absolutely certain that the job isdone. 16
  • 17. Rin Rin provides ‗best in class whiteness‘ which is demonstrable. Clothes talk for us. Rin plays an integral part in enabling us to lookgood by providing demonstrably superior whites, giving us the confidence to realize ourambitions. Sunlight Sunlight is a color care brand. A dash of pink, a splash of yellow, a hint of purple and a bit oforange. Colours can liven up any wardrobe and can make you look and feelprecious and if there‟s one detergent brand that‟s committed to colour care, it‟sSunlight Surf Excel Giving your kids the freedom to get dirty and experience life, safe in the knowledge that Surf Excel will remove those stains.When children go out to play and get dirty, they dont just collect stains. Theyexperience life, make friends, share with each other and learn from each other. Thishelps them get stronger and get ready for the world outside Vim Created in 1885, the Vim brand is still innovating and using the magic of natural ingredients to create unbeatable results over a hundred years later. 17
  • 18. Personal care brandsOur personal care brands, including Axe, Dove, Lux, Ponds, Rexona and Sunsilk, arerecognized and love by consumers across India. They help consumers to look good and feelgood – and in turn get more out of life. Aviance Aviance enables women actualize their unique potential through expert customized beauty solutions.The Aviance promiseAviance believes that no two women are alike. A truly beautiful woman is constantly searchingfor ways to express and celebrate her own individuality. Aviance was created to empower thiswoman. Encourage her. And help her become all she can be. Axe Axe with Best Quality Fragrance. AXE is a cool, iconic, youth brand available in more than 60 countries.In India, Axe, which has been launched in 1999, is the largest selling Male Deodorant.. Breeze Breeze, with the goodness of glycerin gives soft, fragrant and smooth skin. Breeze makes use of a new revolutionary global technology whichenhances the impact of world class perfumes in a much larger way, apart from bringingout the goodness of glycerine. Clear New Clear with Essential Oils, guarantees Zero dandruff and leaves your hair feeling fabulous.New Clear. Zero dandruff, Just fabulous hair 18
  • 19. Clinic Plus Clinic Plus is India‘s largest selling shampoo and has won the trust the millions of families across India.Clinic Plus understands that healthy hair is an important asset which helps your familyprogress in life and empowers you. Closeup Freshness that brings you Closer.Closeup is synonymous with „Freshness‟ that gives you the confidence to be close tosomeone. Dove Dove stands for real beauty. All around the world, Dove is making real women feel more beautiful!Since 1993, Indian women have relied on Dove for beautiful skin. Dove is known to be akeeper of promises and has given real products to women world over. Fair & Lovely More than 30 years ago, a unique brand was born. Wrapped within a humble lavender tube, it went on to become the World‘s No.1 Fairness cream. Hamam Holistic skin care experiences perfected over the ages to deliver healthy, beautiful skinHamam brings alive the wisdom behind time-less skincare rituals in convenient andcontemporary formats 19
  • 20. Lakme Lakme is an ally to the Indian Woman and inspires her to express her unique beauty and sensuality. Thus, enabling her to realize the potency of her beauty.“Lakme is the Indian woman‟s Beauty Sutra” – inspiring expression of her uniquebeauty and sensuality Lifebuoy Lifebuoy is available in multiple variants in soaps and specialist formats such as liquid handwash, catering to the entire family. Lifebuoy, an undisputed market leader for 112 years, has a compellingvision “to make 5 billion people across the world, feel safe and secure by meeting theirpersonal care hygiene & health needs Liril Awaken, and enliven your senses with a Liril bath. Over time, Liril has come to be synonymous with the freshnessof limes, active energy and freedom of expression by its symbolic display of theuninhibited female form. Lux Lux believes in passion for beauty. It continues to be a favorite with generations of users for a sensuous experience of luxury. Lux stands for the promise of beauty and glamour as one of Indias most trustedpersonal care brands. 20
  • 21. Pears Pears – the purest and most gentle way to skincare! Pears launched in India in 1902, exuberates a long heritage of purity.It is so pure that you can actually see through it! Pepsodent Pepsodent India is committed to improve the overall Oral health of Indians.Pepsodent is a 15 year old brand that offers various oral care solutions to specific needbased solutions. Pond‟s Get the expert to look after your skin Pond‟s, has been listening to women‟s needs and desires for 150 yearsand this has enabled us to deliver new products customised to their needs. Pond‟saccompanies them on their journey to enhance the beauty of their skin. Rexona Rexona gives you 24 hr protection from sweat and body odour and therefore the confidence to handle whatever the day has in store. 21
  • 22. INTRODUCTION TO PROJECT TOPIC 22
  • 23. INTRODUCTION TO PROJECT TOPICIndia with a population of 120 crores is potentially one of the largest consumer markets in theworld. With urbanization and development of economy tested and interests of people changesaccording as the advanced nation.Marketing of any product depends upon the consumer‘s wants, preferences, and taste. Inmarket we‘ll consider things very carefully because FMCG is the essential consumer needpurchased by individual to fulfill the need and for refreshment also.There‘re many ways to consumer awareness & sell water purifier products in the market likedealers distribution, kiosk (canopy), d2d, cold call(referral, database..) etc.Applying various tools and techniques every water purifier company like HUL, EURKAFORBES, TATA, KENT etc. try to capture the market. .To increase the sales of water purifier products initially, it is very important to conduct acompetitor analysis. Competitive Analysis is a process of gathering and analyzinginformation about competitors, their practices, products, strengths and weaknesses andbusiness trends in order to assess our position in the market and improve company‘s productsand marketing strategies. A Competitive Analysis performed by an unbiased third party is aninvaluable tool because it can help to company for identify ways to attract new customers, aswell as keep the ones you have satisfied with company‘s products . Competitive Analysisgives to company a realistic view of their competition and the opportunity to identifyimprovement in areas like customer services, and marketing claims. It can help to compareproducts prior to making their marketing and promotional decisions.Competitive Analysis will help accomplish the following:  Have a realistic view of company competition.  Foresee market changes and demands.  Identify ways to attract customers from company‘s competitors.  Discover opportunities for improvement in company‘s business practices. 23
  • 24. Water Purifier-Pure itPureit is the world‘s most advanced in-home water purifier. Pureit, a breakthrough offering ofHindustan Unilever (HUL), provides complete protection from all water-borne diseases,unmatched convenience and affordability.Pureit‘s unique Germ kill Battery technology kills all harmful viruses and bacteria andremoves parasites and pesticide impurities, giving you water that is "as safe as boiledwater". It assures your family 100% protection from all water-borne diseases like jaundice,diarrhea, typhoid and cholera. What‘s more, it doesn‘t need gas, electricity or continuous tapwater supply.Pureit not only renders water micro-biologically safe, but also makes the water clear,odourless and good-tasting. Pureit does not leave any residual chlorine in the outputwater.The output water from Pureit meets stringent criteria for microbiologically safe drinkingwater, from one of the toughest regulatory agencies in the USA, EPA (EnvironmentalProtection Agency).The performance of Pureit has also been tested by leading scientific and medical institutionsin India and abroad.This patented technological breakthrough has been developed by HUL. This state-of –the-artengineering developed by a team of over 100 Indian and international experts from HUL andUnilever Research Centers has made Pureit possible at the consumer price of just Rs. 2000.Pureit runs with a unique ‗Germ kill Battery Kit‘™ that typically lasts for 1500 liters* ofwater. The ‗Germ kill Battery Kit‘ is priced at Rs.365. This means consumers will get 4 litresof water that is ‗as safe as boiled water‘ ™ for just one rupee, which works out to anextremely affordable 24 paise per litre.Pureit in-home purification system uses a 4 stage purification process to deliver ―as safe asboiled water‖ without the use of electricity and pressurized tap water. 24
  • 25. Pureit purifies the input drinking water in four stages, namely;1. Micro-fiber Mesh - Removes visible dirt2. Compact Carbon Trap - Removes remaining dirt, harmful parasites & pesticideimpurities3. Germ kill Processor – uses programmed chlorine release chlorine technology and itsstored germ kill process targets and kills harmful virus and bacteria4. Polisher – removes residual chlorine and all disinfectant by-products, giving clearodourless and great tasting water5. Battery Life Indicator - Ensures total safety because when the germ kill power isexhausted, the indicator turns red, warning you to replace the battery 25
  • 26. Some basic facts on water Problems  Infected water causes an estimated 80 percent, of disease in India, according to the World Health Organization (WHO).  About half the world‘s reported cases of polio, a crippling disease which is waterborne, occur in India.  Each year, diarrhea kills 500,000 Indian children.  Water is pure at the source which is the municipal treatment plant. It comes to your house through pipes.  These pipes are very old and have rusted, which may be the cause of contamination.  Sewage lines are also in contact with underground water pipes.  People also break open pipes at places to have access to water. These open cracks allow contaminated matter to get inside the water pipes.With the ever growing problem of safe drinking water faced in India, HUL has come witha social initiative of providing safe and pure drinking water by means of Pureit, a qualityyet affordable water Pureit. 26
  • 27. Product analysis (Pureit)Pureit- a water purifier designed and developed to provide ―as safe as Boiledwater‖PerformancePureit removes visible dirt, kills all viruses and bacteria, removes parasites and pesticideimpurities giving you water that is ‗as safes as boiled water‘Additional Features:  Great sensorial – Clear, odour -free water : removes organics, pesticides, suspended matter (turbidity)  Any time , any where performance : works - Without electricity - Without piped water  Convenience – No hassles of boiling, No maintenance costs like plumbing  Cost – Rs. 1/- for every 4 Liters of waterThe Technology:  Chlorination of water is a known fact & is used as a world wide phenomenon by municipal corporations for supply of potable water.  It kills all bacteria and viruses in water.  However chlorine added I n water by these corporation is not done scientifically especially in third world countries. Hence the amount of chlorination may be more or less depending on the quantity of water; thus again making this water unsafe for human consumption. ← Frame ← Non woven { polyester cloth filter} 27
  • 28. MICRO FIBRE MASH Material – Non woven polyester Removes suspended particulate > 10 micron Reduces filtration load on CCT Average flow rate of 5 lit/min COMPACT CARBON TRAP  Material – intermediate activated carbon  Binder is used for holding the carbon granules  Removes particulate impurities < 10 micron  Removes organic load – improves taste of water  Removes pesticides  Removes cysts 28
  • 29. GERM KILL PROCESSOR Attached with batching chamber. Stored germ-kill power target and kill harmful viruses and bacteria Unique Auto Switch off Technology – > After the battery life indicator turns fully red, the purifier will begin to overflow from the battery life indicator on the front side. > Some water may still pass through the purifier. However, please note that the purifier has stopped purifying water & the water may no longer be safe for drinking. > The purifier has been designed to overflow to indicate that the battery has not been replaced even after it has turned fully red. 29
  • 30. POLISHER  Made by activated granular carbon and coated by silver.  This design has reduced pressure drop, eliminating the level of fines coming in the water and reduced wastage of plastics in battery  Removes chlorine and disinfection by-products.  Radial flow design – low pressure drop.  Finally removes all odour, makes water visually clear & gives great tasting water 30
  • 31. A List of CompetitorsThe analysis begins with a list of Hindustan Unilever Limited (HUL) of water division Pureit‘s competitors. Most of the time, such a list is comprised of what company co-considers tobe its chief competitors. However, there may be other companies that indirectly compete withHUL, ones that offer products or services that are aiming for the same customer capital.Hindustan Unilever Limited (HUL) of water division Pure its competitors in the market are: 1. Eureka Forbes Limited 2. Philips 3. Whirlpool 4. Kent 5. Usha Brita 6. Alfaa 7. Kenstar 8. Hi-tech 9. Zero B 10. Modi Durant 11. Hemkund 12. Godrej 13. Tata 31
  • 32. Why companies analyze competitors?Some businesses think it is best to get on with their own plans and ignore the competition.Others become obsessed with tracking the actions of competitors (often using underhand orillegal methods). Many businesses are happy simply to track the competition, copying theirmoves and reacting to changes.Competitor analysis has several important roles in strategic planning:• To help management understand their competitive advantages/disadvantages relative tocompetitors.• To generate understanding of competitors‘ past, present (and most importantly) futurestrategies.• To provide an informed basis to develop strategies to achieve competitive advantage in thefuture.• To help forecast the returns that may be made from future investments.Sources of information for competitor analysisHow the sources of competitor information can be neatly grouped into three categories:• Recorded data: this is easily available in published form either internally or externally.Good examples include competitor annual reports and product brochures;• Observable data: this has to be actively sought and often assembled from several sources.A good example is competitor pricing;• Opportunistic data: to get hold of this kind of data requires a lot of planning andorganization. 32
  • 33. What businesses probably already know their competitors?  Overall sales and profits  Sales and profits by market  Cost structure  Market shares (revenues and volumes)  Organization structure  Distribution system  Identity / profile of senior management  Advertising strategy and spending  Customer / consumer profile & attitudes  Customer retention levelsWhat businesses would really like to know about competitors?  Sales and profits by product  Relative costs  Customer satisfaction and service levels  Customer retention levels  Distribution costs  Size and quality of customer databases  Advertising effectiveness  Future investment strategy 33
  • 34. How a Pureit is better than other method of water purifier:-Main Feature Pureit Boil Advance Advance water UV inline Storage Purifier PurifierRemove/Kills Yes Must boil Yes No  Viruses water 30-  Bacteria 40minute  PesticidesEnd off life indicator Yes No Yes NoAuto switch off Yes No Yes No18 ltr. Water storage Yes Yes No YesCapacityManual backup Yes Yes No YesNot require Gas Yes No Yes YesNot require electricity Yes Yes No YesDual fill Facility Yes No No No(Manual or Auto fill)Better Taste of water Yes No Yes NoRemoves Smell 34
  • 35. COST COMPARISON ACROSS PURIFICATION METHODS Cost comparison across purification methods Method of purification paise/litre Cost of Pureit water 24 Cost of Pureit water 35 Cost of boiling water 47 Cost of leading UV in-line purifier 64 Cost of 20 litres of leading bottled water 350 brandCost of 1 litre of leading bottled water brand 1200 35
  • 36. SCOPE AND OBJECTIVE OF THE STUDYThis will help us to know the market tends demand and consumption patterns futureprospectus in term of potential growth consumer test and buying behavior for the HULproduct water purifier and the competitive aspect of the product in relation to other productsin the market. At the same time some bottlenecks and loopholes in the entire process couldalso be taken into consideration for their solution as well as betterments. In short followingfew aspects could be taken care of through this study:- To identify the attributes those compel the dealers to select the product.. To study about the relationship and association of the household with the company. To identify the dealer‘s response towards brands they are dealing. Popularity of company product among customers. Competitive analysis of the product. To know about the awareness of drinking water used by various households.OBJECTIVES:-  The main objective of this project is to find, what are the steps Hindustan Unilever Ltd. is adapting to be market leader and to differentiate itself from its competitors.  Not, only product but it has to look upon the services and feed back from customers also. It should do something to give after sales service and collect feed back from the customers.  Strength, Weakness, Opportunity and Threat.  How to increase productivity of sales in Kiosks  Competitive analysis of ‗PURE IT‘ 36
  • 37. RESEARCH METHODOLOGYIt‘s the way by which we collected data and used it to analysis the available fact for arrivingat a particular results and suggestion. Basically there are two ways of collecting the dataprimary & secondary.RESEARCH DESIGNIt consists of clean statement of the research problem procedures and information processingand analysis of data collected. It includes hypothesis also.I have used Descriptive Research which includes survey and fact-finding enquiries ofdifferent kinds. The main characteristics of this method are that the researchers have nocontrol over the variables; he can only report what has happened or what is happening. Themajor purpose of descriptive research is description of the state of affairs as exists as present.  Problem to retailers with their respective FMCG Company.  Taste and preference of retailers and consumers towards the brand.  Strategy of different players in the market.  Different schemes of different brands.Descriptive research design: - alone with some exploratory research was applied whichdescriptive the state of affairs as they subsists. Descriptive research was used in the study ofmarketing strategies for the sale of company‘s product also studying about the parameterswhich affect the competitiveness of the product.Analytical research:- in this kind of research researcher uses facts or information which arealready available and analysis these for critical and rational facts of the past and present tendsin the demand and consumption, quality of product, packaging methods, supply anddistribution and analyzed them for critical result and suggestion some recommendation. 37
  • 38. Sampling methodology: The sampling methodology used is Non Probability samplingtechnique-Convenience sampling (A non probability sampling technique that attempts toobtain a sample of convenient elements. The selection of sampling unit is left primarily to theinterviewer)Sampling design:I. Selection of study area: Kolkata II. Selection of Sample size: 100DATA ANALYSISData become useful only affect they are properly analyzed. Data analysis involves covering‘sas series of recorded observation i.e. data into descriptive statement and inference aboutrelationship. This task is helpful in identified the areas where the company each improvefurther collected data was analysis by the use of simple statistic tools like percentage and(univariate analysis) result have been represented by using bar chart columns and pie chart.DATA COLLECTIONThis was done by using:-A. Primary data. These are the fast hand information as observation in leads to collect through surveying as interviewing using questionnaire and schedules.Questionnaire- it can be recognized as a schedule, interview from or measuring instrument isa formalized set of question for obtaining information from the repaired. It is widely used inconsumer and industrial marketing research analysis.B. Secondary data – these are the data which are already available in data which are already available in usable forms various type secondary data used.  Literature from various papers, journals, and magazines. E.g. News and Views and paper India.  Annual report (previous record of the company.)  Internet surfing.  Other official sources. 38
  • 39. RESEARCH APPROACHThe research is based initially on an exploratory research & finally followed by descriptiveresearch.RESEARCH INSTRUMENTSThe research instrument used in the study was predesigned up to designed questionnaire withclosed ended multiple choice & open-ended questions.QUESTIONNAIREThe questionnaire is by far the most common instrument in collecting primary data & thequestionnaire consists of question presented to respondent for their answers. Thequestionnaire used a set of open-ended question.SAMPLE SIZESample size is 100 householdsType of research - Descriptive research (it includes facts findings service)Statistical tools - Pie charts, bar diagrams etc.Data collection - Through questionnaireUNIVERSEIn the data of the sampling, large sample units are preferred to get the accurate outcome ofthe research. I took few places from north Kolkata for my survey. Places covered are Dunlop,Bali, Cossipore, Shyambazar etc. 39
  • 40. 40
  • 41. SWOT Analysis Strength HUL Brand Taste of Purified water Low and mid price range Better understanding to customer OpportunityChanging consumer Weaknesspreference Service facilityAwareness of people to Untrained PWE‘swater borne diseases Less color choicesIncreasing demand forwater purifier Threats Hike in cost of production due to hike in raw material cost Increasing distribution Cost Entry of new entrant- Tata Swach etc. 41
  • 42. Marketing Mix PRODUCT PRICEa) Easily available nationwide. a) Product price range divided into four segments to target different audiences.b)Easy to handle. b) Low cost of maintenance andc) Multiple products launched for each product consumable.type. c) Best prices offered when compared to other competitors. PROMOTION PLACEa)Active subscription immediately a) Urban educated India that cares for their family.b) Right time installation of products b) Areas prone to diseases. C) Strategically chosen locations for catchingc) Properly repair services against paid AMC‘s. the eye of potential consumers.d) Service during contract period d) Various stalls near market places LIMITATION OF THE STUDY  Time is the major constraint in the study  My Study is confined to 100 respondents.  Research is done only in some parts of Hyderabad  Respondents Fatigue.  Researcher inexperience. 42
  • 43. DATA ANALYSIS &INTERPRETATION 43
  • 44. Q1. How do you treat your drinking water? o Do nothing o Boiled water o Use electrical water purifier o Use non electrical water purifierInterpretation :-After the survey of 100 households:-  Most of the peoples are using electric water purifiers  This shows that people are more conscious about there health  Only a few portion of the households are not using any kind of water purifiers 44
  • 45. Q2. Do you know that 80% of the diseases in our country are water bound? o Yes o No o Not aware No.of People, Not Yes No Not Aware Aware, 8, 8% No.of People, No, 17, 17% No.of People, Yes , 75, 75%Interpretation:- From the survey of 100 persons I found that  75% of the people are aware that most of diseases are mainly due to the water.  17%of the peoples say that it is not because of water there family members gets ill.  8% of the people are not aware about water born diseasesMarketing Implications :-17% of the people are still not aware of the diseases that are present in impure water. So tocover that 17% more awareness programes must be created to increase the market share. 45
  • 46. Q3. While buying any water purifier what comes to your mind first? o Price o Health & Safety o Both Buying Preference Both 15% Price 10% Health & Safety 75%Interpretation-After a survey, I found that 75% people preference health and safety in buying water purifier.  Pureit offers an economical way of getting great tasting and 100 % safe drinking water.  People are more conscious about they health.  They mainly make use of water which is rich in minerals.Marketing Implication :- Majority of the consumers are not affected by the pricing but moreconscious about the health and safety features. So without bringing any pricing changes itwould be good to enhance the safety and purification features more. 46
  • 47. Q4. Comment on the price of your water purifier? o Affordable o High o Should be Revised Comments on Prices of water purifiers Revised - 17% Affordable- 53% High- 30%Interpretation- After a survey, I found that price of water purifier is Affordable for 53% ofpeople, The price is high for 30% people.. The water purifier Companies should reducethere prices in order to increase its market share 47
  • 48. Q5.Do you know that boiled water is not necessarily safe water? o Yes o No Number of people using water purifier yes no 38% 62%Interpretation - After a survey of about 100 house holds, I have found that-  62% says that boil water is safe.  38% of the people have a opinion that boil water is safe only for few hours  This shows that even after boiling water isnot safe for drinking purpose.Marketing Implications :-Still more market awareness about the benefits of pure-it has to be done as majority of themarket still relies on tradional method of boiling water and considering them as safe. 48
  • 49. Q6 : What company water purifier you are currently using? Which Company Frequency Percent Eureka Forbes 50 50.0 HUL Pure it 14 14.0 Kent 10 10.0 Philips 10 10.0 Whirlpool 7 7.0 Any Other 9 9.0 Total 100 100.0 FREQUENCY 50 Eureka 45 Forbes 40 HUL 35 Pure it 30 Kent 25 50 20 Philips 15 10 14 10 10 Whirlpo 5 7 9 0 ol Any OtherINTERPRETATIONOut of 100 respondents, the data of people are using water purifier and people are not usingwater purifier .Those people are not using water purifier, if they will buy ,they will buy onlythis company‘s product like Eureka Forbes,Hul,Kent,Philips,Whirlpool.50% (50),14%(14),10% (10),10%(10),7% (7),9% (9) of people are using and will use Eureka Forbes, Hul,Kent, Philips, Whirlpool and any other company‘s water purifier 49
  • 50. Q7. Criteria considered for Purchase? 1. Brand name 2. Technology 3. Price 70 60 50 40 30 20 10 0 Brandname Technology PriceINTERPRETATION:-From the survey of 100 respondents, it is observed that a majority of the sample ie 60% aremore interested about the technology used in purification process. About 25% are affected bythe brand image and 15% are affected by the price.MARKET IMPLICATION:-The major competition in the market is based on the technology provided and not price.However the companies like Eureka Forbes have a strong brand image in water purificationarea in the market. So to overcome this, HUL has to provide a better purification method andalso emphasis on brand awareness. Since price is not a major purchasing factor, a price warwould not result in having a greater market share. 50
  • 51. Q8. Is the quality of water provided by Pure-it tastes good, looks clear andodorless?TASTE GOOD,ODORLESS FREQUENCY PERCENT LOOKS CLEAR Yes 80 80.0 No 9 9.0 Dont Know 11 11.0 Total 100 100.0 FREQUENCY 80 70 Yes 60 50 No 40 80 30 Dont 20 Know 10 11 9 0 Yes No Dont KnowINTERPRETATIONThe above data has given the frequency and percentage of respondents about taste of water isgood, odorless, looks clear. Out of 100 respondents, 80 % (80) of people have given theirview ‗YES‘. the taste of water is good, odorless and looks clear.9 % (9) of people have told‗NO‘, the taste of water is good, odorless and looks clear and 11 % (11) of people have giventheir view ‗don‘t know‘ about taste of water. 51
  • 52. Q9. What is the price of the water purifier that you are currently using or are planningto use? COST FREQUENCY PERCENT Rs. 1000- Rs. 5,000 37 37.0 Rs. 6,000- Rs. 10,000 27 27.0 Rs. 11,000- Rs. 15,000 20 20.0 More than Rs. 15,000 16 16.0 Total 100 100.0 FREQUENCY 40 Rs. 1000- 35 Rs. 5,000 30 25 Rs. 6,000- 20 Rs. 10,000 37 15 27 10 20 Rs. 11,000- 16 Rs. 15,000 5 0 More than Rs. 15,000Interpretation:-37% of the consumers are using the cheapest purifier available. 27% are using the lowermiddle range and 20% are using upper middle range of purifiers, while 16% are usingpremium product.Marketing Implication:-. HUL has a variety of products at these levels of income but it has to provide morediversified products to the upper income segment to increase their market share. Most of thepremium users are using Eureka Forbes because of their brand image and are less reluctant totake a risk in switching over to a new company in that segment. 52
  • 53. Q10. Where do you prefer to buy a water purifier from? o Retail Outlets o Franchisee dealers o Direct Marketing 45 45 35 40 35 30 25 20 20 15 10 5 0 Retails Outlets Direct Marketing Franchisee Preffered Places to buyInterpretation- in the survey I found that people like to purchase water purifier by directmarketing. In the survey I found that 45% people preferred direct marketing, 35% peoplepreferred Retails outlets and 20% people preferred Franchisee to purchase the water purifier. 53
  • 54. Q11. Frequency and Percentage of respondents about what comes your mind first i.e.Price or Health & Safety or BothWhat comes your mind first Frequency Percent Price 16 16.0 Health & Safety 39 39.0 Both 45 45.0 Total 100 100.0 Frequency 45 40 Price 35 30 25 Health & 45 Safety 20 39 15 Both 10 16 5 0 Price Health & Both SafetyINTERPRETATION :-The above data has told, frequency and percentage of respondents about what comescustomers mind first i.e. Price or Health or Both. Out of 100 respondents, 45 % (45) ofrespondents have given their view that both that is price as well as health and safety.Percentage of respondents who are only concern about health and safety was found 39 %(39).Percentage of respondents who are concern about only price was found 16 % (16). 54
  • 55. Q12. Where you did heard about the product? o TV commercial o Newspaper print ads o In shop branding o Friend‘s references Preference 40 35 30 25 20 15 10 Preference 5 0Interpretation: from that above graph it is clear that most portion of the households purchseproducts of Companies by watching TV commercial advertisements. The Companies shouldbe more focused on TV commercial Advertisements.MARKETING IMPLICATION :-Much more emphasis should be given to other media vehicles rather than focusing only onTV commercials. More awareness is more sales. 55
  • 56. CROSS TABULATIONSCross tabulation between „Company and Taste of water WHICH Tastes good ,odorless ,looks clear Total COMPANY Yes No Don‟t KnowEureka Forbes 45 1 4 50 Hul 9 2 3 14 Kent 9 1 0 10 Philips 8 1 1 10 Whirlpool 4 2 1 7 Any Other 5 2 2 9 Total 80 9 11 100Cross tabulation between „Company and Taste of water 56
  • 57. 50 4 1 45 40 35 30 Don‘t Know 25 No 45 20 Yes 15 3 10 2 0 1 1 1 2 1 2 5 9 9 2 8 4 5 0 Eureka Hul kent Philips Whirlpool Any Other ForbesINTERPRETATION 1. PERCENTAGE WITHIN „COMPANY‟ A. Eureka Forbes : Among the total 50 Eureka Forbes users The view of Eureka Forbes users toward taste of water is good, odorless and looksclear was found, Yes – 90 % (45), No- 2% (1), Don‘t know- 8% (4) B. Hul : Among the total 14 Pure it (Hul) usersThe view of Hul users toward taste of water is good, odorless and looks clear was found,Yes – 64.3 % (9), No- 14.3% (2), Don‘t know- 21.4% (3) C. Kent : Among the total 10 kent usersThe view of Kent users toward taste of water is good, odorless and looks clear was found,Yes – 90 % (9), No- 10% (1), Don‘t know- 0% (0)D. Philips Among the total 10 Philis usersThe view of Philips users toward taste of water is good, odorless and looks clear was found,Yes – 80 % (8), No- 10% (10), Don‘t know- 10% (10) 57
  • 58. F. Whirlpool: Among the total 7 Whirlpool usersThe view of Whirlpool users toward taste of water is good, odorless and looks clear wasfound,Yes – 51.1 % (4), No- 28.6% (2), Don‘t know- 14.3% (14.3)G. Any Other: Among the total 9 any other water Purifier usersThe view of any other Water purifier users toward taste of water is good, odorless and looksclear was found, Yes – 55.6 % (5), No- 22.2% (2), Don‘t know- 22.2% (2) 2. PERCENTAGE WITHIN „TASTE OF WATER‟A. Yes: Among the total 80 respondents for whom the taste of water is good, odorless and looks clear.The percentage of Eureka Forbes users, Hul users, kent users, Philips users, whirlpool userswas found 56.3% (45), 11.3% (9), 11.3 % (9), 10 % (8), 5 % (4), 6.3 % (5) respectively.B. No: Among the total 9 respondents for whom the taste of water is not good, odorless and looks clearThe percentage of Eureka Forbes users, Hul users, kent users, Philips users, whirlpool userswas found 11.1% (1), 22.2% (2), 11.1% (1), 11.1 % (1), 22.2% (2), 22.2% (2) respectively.C. Don‟t know : Among the total 11 respondents ,they don‘t know the taste of water is good, odorless and looks clear .The percentage of Eureka Forbes users, Hul users, kent users, Philips users, whirlpool users was found 36.3% (4), 27.3% (3), 0 % (0), 9.1 % (1), 9.1 % (1), 18.2 % (2) respectively. 58
  • 59. Cross tabulation between „Company and Cost Price of Water Purifier‟ Which Total company Cost Rs1000-Rs Rs5000- Rs 10000- Above Rs 5000 Rs10000 Rs15000 15000 Eureka 22 14 8 6 50 Forbes Hul 6 3 4 1 14 Kent 3 3 1 3 10 Philips 3 4 1 2 10 Whirlpool 1 0 3 3 7 Anyother 2 3 3 1 9 Total 37 27 20 16 100 59
  • 60. Cross tabulation between „Company and Cost Price of Water Purifier‟ 50 6 45 40 8 35 30 14 Above Rs 15000 25 Rs 10000-Rs15000 20 Rs5000-Rs10000 Rs1000-Rs 5000 15 1 22 4 10 3 2 1 3 1 1 3 4 3 5 3 6 3 3 3 3 0 2 1 0INTERPRETATION1. PERCENTAGE WITHIN „COMPANY‟ A. Eureka Forbes: Among the total 50 respondentsThe view of respondents toward cost of water purifier they are using and wants to use wasfound,Rs 1000 to Rs 5000-44 % (22), Rs 6000 to Rs 10000-28 %( 14), Rs 11000 to Rs 15000-16%(8), Above Rs 15000-12% (6)B. Hul: Among the total 14 Pure it (Hul) users 60
  • 61. The view of respondents toward cost of water purifier they are using and wants to use wasfound,Rs 1000 to Rs 5000-42.9 % (6), Rs 6000 to Rs 10000-21.3 %( 3), Rs 11000 to Rs 15000-28.6% (4), Above Rs 15000-7.1% (1)C. Kent : Among the total 10 kent usersThe view of respondents toward cost of water purifier they are using and wants to use wasfound,Rs 1000 to Rs 5000-30 % (3), Rs 6000 to Rs 10000-30 %( 3), Rs 11000 to Rs 15000-10%(1), Above Rs 15000-30% (3)D: Philips Among the total 10 Philis usersThe view of respondents toward cost of water purifier they are using and wants to use wasfound,Rs 1000 to Rs 5000-30 % (3), Rs 6000 to Rs 10000-40 %(4), Rs 11000 to Rs 15000-10% (1),Above Rs 15000-20% (2)E. Whirlpool: Among the total 7 Whirlpool usersThe view of respondents toward cost of water purifier they are using and wants to use wasfound,Rs 1000 to Rs 5000-14.3 % (1), Rs 6000 to Rs 10000-0 %(0), Rs 11000 to Rs 15000-42.9%(3), Above Rs 15000-42.9% (3)F. Any Other : Among the total 9 any Other water Purifier usersThe view of respondents toward cost of water purifier they are using and wants to use wasfound,Rs 1000 to Rs 5000- 22.2% (2), Rs 6000 to Rs 10000-33.3 %( 3), Rs 11000 to Rs 15000-33.3% (3), Above Rs 15000-11.1% (1) 61
  • 62. 2.PERCENTAGE WITHIN „COST‟A.Rs 1000-Rs 5000: Among the total 37 respondentsThe percentage of respondents who are using Eureka Forbes, Hul, Kent, Philips, Whirlpooland any other company‘s water purifier, the cost of Rs 1000-Rs 5000 was found 59.5%(22),16.2 % (6),81.1 % (3),81.1% (3),2.7 % (1),5.4% (2) respectively.B. Rs 5000-Rs 10000: Among the total 27 respondentsThe percentage of respondents who are using Eureka Forbes, Hul, Kent, Philips, Whirlpooland any other company‘s water purifier, the cost of Rs 5000-Rs 10000 was found 51.9%(14),11.1 % (3),11.1 % (3),14.8% (4),0 % (0),11.1% (3) respectively.C. Rs 10000-Rs 15000: Among the total 20 respondentsThe percentage of respondents who are using Eureka Forbes, Hul, Kent, Philips, Whirlpooland any other company‘s water purifier, the cost of Rs 10000-Rs 15000 was found 40%(8),20 % (4),5 % (1),5% (1),15 % (3),15% (3) respectively.D. Above than Rs 15000: Among the total 16 respondentsThe percentage of respondents who are using Eureka Forbes, Hul, Kent, Philips, Whirlpooland any other company‘s water purifier, the cost of above Rs 15000 was found 37.5 %(6),6.3% (1),18.8 % (3),12.5% (2),18.8 % (3),6.3% (1) respectively. 62
  • 63. Cross tabulation between „Company and Service after sales‟ Which Company Service after sales Total Yes No Eureka Forbes 30 20 50 Hul 9 5 14 Kent 8 2 10 Philips 7 3 10 Whirlpool 5 2 7 Any Other 5 4 9 Total 64 36 100 63
  • 64. Cross tabulation between „Company and Service after sales‟ 50 45 40 20 35 30 25 No Yes 20 15 30 5 10 2 3 4 2 5 9 8 7 5 5 0 Eureka Hul Kent Philips Whirlpool Any Other ForbesINTERPRETATION1. PERCENTAGE WITHIN “COMPANY”A. Eureka Forbes : Among the total 50 Eureka Forbes usersThe view of Eureka Forbes users toward service after sales was found, Yes – 60 % (30), No-40% (20)B. Hul: Among the total 14 Hul usersThe view of Hul users toward service after sales was found, Yes – 64.3% % (9), No- 35.7%(5) 64
  • 65. C. Kent : Among the total 10 Kent usersThe view of Kent users toward service after sales was found, Yes – 80 % (8), No- 20% (2)D.Phillips: Among the total 10 Phillips usersThe view of Phillips users toward service after sales was found, Yes – 70 % (7), No- 30% (3)D. Whirlpool : Among the total 7 Whirlpool usersThe view of Whirlpool users toward service after sales was found, Yes – 71.4% (5), No-28.6% (2)E. Any other: Among the total 9 Any other usersThe view of any other users toward service after sales was found, Yes – 55.6% (5), No-44.4% (4) 65
  • 66. 2. PERCENTAGE WITHIN „SERVICE AFTER SALES‟A. Yes: Among the total 64 respondents for whom services provided by company is good.The percentage of Eureka Forbes users, Hul users, kent users, Philips users, whirlpool users was found 53.1% (30), 7.8% (9), 12.5 % (8), 10.9 % (7), 7.8 % (5), 7.8 % (5) respectively.B. No: Among the total 36 respondents for whom services provided by company is not good.The percentage of Eureka Forbes users, Hul users, kent users, Philips users, whirlpool users was found 44.4% (20), 25.0% (5), 5.6% (2), 8.3 % (3), 5.6% (2), 11.1% (4) respectively. 66
  • 67. Cross tabulation between „Company and Market Activities‟ Which Total company Market Activities Road Show Visual Others MerchandisingEureka Forbes 22 18 10 50 Hul 5 6 3 14 Kent 5 4 1 10 Philips 6 2 2 10 Whirlpool 5 1 1 7 Anyother 6 2 1 9 Total 49 33 18 100 67
  • 68. Cross tabulation between „Company and Market Activities‟ 50 45 10 40 35 18 30 Others 25 Visual Merchandising Road Show 20 15 3 22 10 1 2 6 1 4 2 1 2 1 5 5 5 6 5 6 0 Eureka Hul Kent Philips Whirlpool Anyother ForbesINTERPRETATION 1. PERCENTAGE WITHIN „COMPANY‟ A. Eureka Forbes : Among the total 50 respondentsThe view of respondents toward market activities was found, Road show-44% (22), VisualMerchandising-36% (18), Others- 20 %( 3) 68
  • 69. B. Hul : Among the total 14 Pure it (Hul) usersThe view of respondents toward market activities was found, Road show-35,7% (5), VisualMerchandising-42.9% (6), Others- 21.4 %(10) C. Kent : Among the total 10 kent usersThe view of respondents toward market activities was found, Road show-50% (5), VisualMerchandising-40% (4), Others- 10 %( 1) D. Philips Among the total 10 Philis usersThe view of respondents toward market activities was found, Road show-60% (6), VisualMerchandising-20% (2), Others- 20 %( 2) E. Whirlpool: Among the total 7 Whirlpool usersThe view of respondents toward market activities was found,Road show-71.3% (5), Visual Merchandising-14.3% (1), others- 14.3 %( 1) F. Any Other : Among the total 9 any Other water Purifier usersThe view of respondents toward market activities was found, Road show-66.7% (6), VisualMerchandising-22.2% (2), others- 11.1 %( 1) 2. PERCENTAGE WITHIN „MARKET ACTIVITIES‟A. Road Show: Among the total 49 respondents, who saw the road show of water Purifiers.The percentage of road show of Eureka Forbes , Hul , kent , Philips , whirlpool and any other water purifiers was found 44.9% (22), 10.2% (5), 10.2 % (5), 12.2 % (6), 10.2 % (5), 12.2 % (6) respectively.B. Visual Merchandising: Among the total 33 respondents, who saw the visual merchandising of water Purifiers. The percentage of visual merchandising of Eureka Forbes , Hul , kent , Philips , whirlpool and any other water purifiers was found 54.5% (18), 18.2% (6), 12.1 % (4), 6.1 % (2), 3.0 % (1), 6.1 % (2) respectively. C. Any other: Among the total 18 respondents, who saw the other market activities ofwater Purifiers.The percentage of any other market activities of Eureka Forbes , Hul , kent ,Philips , whirlpool and any other water purifiers was found 56.6% (10), 16.7% (3), 5.6 % (1),11.1 % (2), 5.6 % (1), 5.6 % (1) respectively 69
  • 70. Cross tabulation between „Have a water purifier and Cost Price of Water Purifier‟Have a water Cost Total Purifier Rs1000-Rs Rs5000- Rs 10000- Above Rs 5000 Rs10000 Rs15000 15000 Yes 17 12 8 11 48 No 20 15 12 5 52 Total 37 27 20 16 100 70
  • 71. Cross tabulation between „Have a water purifier and Cost Price of Water Purifier‟ 60 50 40 Above Rs 15000 Rs 10000-Rs15000 30 Rs5000-Rs10000 Rs1000-Rs 5000 20 10 0 Yes No 71
  • 72. INTERPRETATION 1.PERCENTAGE WITHIN WATER PURIFIER A.Yes: Among the total 48 respondents have water purifierThe percentage of respondents are using cost of water purifier Rs 1000-Rs 5000 was found35.4 % (17)The percentage of respondents are using cost of water purifier Rs 5000-Rs 10000 was found25 % (12)The percentage of respondents are using cost of water purifier Rs 10000-Rs 15000 was found16.7 % (8)The percentage of respondents are using cost of water purifier above Rs 15000 was found22.9 % (11) B.No: Among the total 52 respondents don‟t have water purifierThe percentage of respondents who wants to buy water purifier from Rs 1000-Rs 5000 (ifthey will use water purifier in future) was found 38.5% (20)The percentage of respondents who wants to buy water purifier from Rs 5000-Rs 10000 (ifthey will use water purifier in future) was found 28.8 % (15)The percentage of respondents who wants to buy water purifier from Rs 10000-Rs 15000 (ifthey will use water purifier in future) was found 23.1% (12)The percentage of respondents who wants to buy water purifier from more than Rs 15000 (ifthey will use water purifier in future) was found 9.6 % (5) 2.PERCENTAGE WITHIN COST OF WATER PURIFIERA. Among the total 37 respondents, view about cost of Rs 1000- Rs 5000 water purifier 72
  • 73. Yes: The percentage of respondents who are using water Purifier, cost of Rs 1000-Rs 5000was found 45.9 %( 17)No: The percentage of respondents who are not using water Purifier, cost of Rs 1000-Rs5000 was found 54.1% (20)B. Among the total 27 respondents, view about cost of Rs 5000- Rs 10000 water purifierYes: The percentage of respondents who are using water Purifier, cost of Rs 5000-Rs 10000was found 44.4 %( 12)No: The percentage of respondents who are not using the water Purifier, cost of Rs 5000-Rs10000 was found 55.6 % (15)C . Among the total 20 respondents, view about cost of Rs 10000- Rs 15000 waterpurifierYes: The percentage of respondents who are using water Purifier, cost of Rs 10000-Rs 15000was found 40 % (8)No: The percentage of respondents who are not using water Purifier, cost of Rs 10000-Rs15000 was found 60 % (12)D. Among the total 20 respondents, view about cost of more than Rs 15000 waterpurifierYes: The percentage of respondents who are using water Purifier, cost of more than Rs 15000was found 68.8 % (11)No: The percentage of respondents who are not using the water Purifier, cost of more thanRs 15000 water Purifier was found 31.2 % (5) 73
  • 74. Cross tabulation between „Company and Cost Price of Water Purifier‟ Which Total company Cost Rs1000-Rs Rs5000- Rs 10000- Above Rs 5000 Rs10000 Rs15000 15000 Eureka 22 14 8 6 50 Forbes Hul 6 3 4 1 14 Kent 3 3 1 3 10 Philips 3 4 1 2 10 Whirlpool 1 0 3 3 7 Anyother 2 3 3 1 9 Total 37 27 20 16 100 74
  • 75. Cross tabulation between „Company and Cost Price of Water Purifier‟ 50 6 45 40 8 35 30 14 Above Rs 15000 25 Rs 10000-Rs15000 20 Rs5000-Rs10000 Rs1000-Rs 5000 15 1 22 4 10 3 2 1 3 1 1 3 4 3 5 3 6 3 3 3 3 0 2 1 0 75
  • 76. INTERPRETATION2. PERCENTAGE WITHIN „COMPANY‟ A. Eureka Forbes: Among the total 50 respondentsThe view of respondents toward cost of water purifier they are using and wants to use wasfound,Rs 1000 to Rs 5000-44 % (22), Rs 6000 to Rs 10000-28 %( 14), Rs 11000 to Rs 15000-16%(8), Above Rs 15000-12% (6)E. Hul: Among the total 14 Pure it (Hul) usersThe view of respondents toward cost of water purifier they are using and wants to use wasfound,Rs 1000 to Rs 5000-42.9 % (6), Rs 6000 to Rs 10000-21.3 %( 3), Rs 11000 to Rs 15000-28.6% (4), Above Rs 15000-7.1% (1)F. Kent : Among the total 10 kent usersThe view of respondents toward cost of water purifier they are using and wants to use wasfound,Rs 1000 to Rs 5000-30 % (3), Rs 6000 to Rs 10000-30 %( 3), Rs 11000 to Rs 15000-10%(1), Above Rs 15000-30% (3)D: Philips Among the total 10 Philis usersThe view of respondents toward cost of water purifier they are using and wants to use wasfound,Rs 1000 to Rs 5000-30 % (3), Rs 6000 to Rs 10000-40 %(4), Rs 11000 to Rs 15000-10% (1),Above Rs 15000-20% (2) 76
  • 77. E. Whirlpool: Among the total 7 Whirlpool usersThe view of respondents toward cost of water purifier they are using and wants to use wasfound,Rs 1000 to Rs 5000-14.3 % (1), Rs 6000 to Rs 10000-0 %(0), Rs 11000 to Rs 15000-42.9%(3), Above Rs 15000-42.9% (3)G. Any Other : Among the total 9 any Other water Purifier usersThe view of respondents toward cost of water purifier they are using and wants to use wasfound,Rs 1000 to Rs 5000- 22.2% (2), Rs 6000 to Rs 10000-33.3 %( 3), Rs 11000 to Rs 15000-33.3% (3), Above Rs 15000-11.1% (1) 2.PERCENTAGE WITHIN „COST‟A.Rs 1000-Rs 5000:Among the total 37 respondentsThe percentage of respondents who are using Eureka Forbes, Hul, Kent, Philips, Whirlpooland any other company‘s water purifier, the cost of Rs 1000-Rs 5000 was found 59.5%(22),16.2 % (6),81.1 % (3),81.1% (3),2.7 % (1),5.4% (2) respectively.B. Rs 5000-Rs 10000:Among the total 27 respondentsThe percentage of respondents who are using Eureka Forbes, Hul, Kent, Philips, Whirlpooland any other company‘s water purifier, the cost of Rs 5000-Rs 10000 was found 51.9%(14),11.1 % (3),11.1 % (3),14.8% (4),0 % (0),11.1% (3) respectively. 77
  • 78. C. Rs 10000-Rs 15000:Among the total 20 respondentsThe percentage of respondents who are using Eureka Forbes, Hul, Kent, Philips, Whirlpooland any other company‘s water purifier, the cost of Rs 10000-Rs 15000 was found 40%(8),20 % (4),5 % (1),5% (1),15 % (3),15% (3) respectively.DAbove than Rs 15000:Among the total 16 respondentsThe percentage of respondents who are using Eureka Forbes, Hul, Kent, Philips, Whirlpooland any other company‘s water purifier, the cost of above Rs 15000 was found 37.5 %(6),6.3% (1),18.8 % (3),12.5% (2),18.8 % (3),6.3% (1) respectively.Cross tabulation between „Which Company and Prefer to buy the product‟Which company Prefer to buy the product Total Retail Outlet Franchisee Demo at your Dealer doorstep Eureka Forbes 15 10 25 50 Hul 4 2 8 14 Kent 4 4 2 10 Philips 3 5 2 9 Whirlpool 2 4 1 7 Any other 2 5 2 9 Total 30 30 40 100 78
  • 79. Cross tabulation between „Which Company and Prefer to buy the product‟ 50 45 40 35 30 Demo at your doorstep 25 Franchisee Dealer Retail Outlet 20 15 10 5 0 Eureka Hul Kent Philips Whirlpool Any other ForbesINTERPRETATION1. PERCENTAGE WITHIN „COMPANY‟A. Eureka Forbes: Among the total 50 respondentsThe percentage of respondents toward prefer to buy the water purifier from retail outlet wasfound 26 %( 13).The percentage of respondents toward prefer to buy the water purifier fromFranchisee Dealer was found 48 %( 24).The percentage of respondents toward prefer to buythe water purifier from Demo at your door step was found 14 %( 7) 79
  • 80. B.Hul: Among the total 14 Pure it (Hul) usersThe percentage of respondents toward prefer to buy the water purifier from retail outlet wasfound 35.7 %( 5).The percentage of respondents toward prefer to buy the water purifier fromFranchisee Dealer was found 50 %( 7).The percentage of respondents toward prefer to buythe water purifier from Demo at your door step was found 7.1 %( 1)C.Kent : Among the total 10 kent usersThe percentage of respondents toward prefer to buy the water purifier from retail outlet wasfound 20 %( 2).The percentage of respondents toward prefer to buy the water purifier fromFranchisee Dealer was found 40 %( 4).The percentage of respondents toward prefer to buythe water purifier from Demo at your door step was found 20 %( 2)D: Philips Among the total 10 Philis usersThe percentage of respondents toward prefer to buy the water purifier from retail outlet wasfound 30 %( 3).The percentage of respondents toward prefer to buy the water purifier fromFranchisee Dealer was found 50 %( 5).The percentage of respondents toward prefer to buythe water purifier from Demo at your door step was found 10 %( 1)E. Whirlpool: Among the total 7 Whirlpool usersThe percentage of respondents toward prefer to buy the water purifier from retail outlet wasfound 0 %( 0)The percentage of respondents toward prefer to buy the water purifier from Franchisee Dealerwas found 57.1 %( 4).The percentage of respondents toward prefer to buy the water purifierfrom Demo at your door step was found 42.9 %( 3) 80
  • 81. F.Any Other : Among the total 9 any Other water Purifier usersThe percentage of respondents toward prefer to buy the water purifier from retail outlet wasfound 22.2 % (2).The percentage of respondents toward prefer to buy the water purifier fromFranchisee Dealer was found 55.6 % (5).The percentage of respondents toward prefer to buythe water purifier from Demo at your door step was found 22.2 % (2)2. PERCENTAGE WITHIN „PREFER TO BUY THE PRODUCT‟A.Retail Outlet: Among the total 30 respondentsThe percentage of people who prefer to buy the Eureka Forbes water Purifier from RetailOutlet was found 52% (13).The percentage of people who prefer to buy the Hul waterPurifier from Retail Outlet was found 20 %( 5).The percentage of people who prefer to buythe Kent water Purifier from Retail Outlet was found 8% (2).The percentage of people whoprefer to buy the Philips water Purifier from Retail Outlet was found 12% (3).The percentageof people who prefer to buy the whirlpool water Purifier from Retail Outlet was found 0 %(0).The percentage of people who prefer to buy the any other water Purifier from Retail Outletwas found 8% (2)B.Franchisee Dealer: Among the total 30 respondentsThe percentage of people who prefer to buy the Eureka Forbes water Purifier from FranchiseeDealer was found 49%(24).The percentage of people who prefer to buy the Hul water Purifierfrom Franchisee Dealer was found 14.3% (7).The percentage of people who prefer to buy theKent water Purifier from Franchisee Dealer was found 8.2 % (4) .The percentage of peoplewho prefer to buy the Philips water Purifier from Franchisee Dealer was found 10.2 %(5).The percentage of people who prefer to buy the whirlpool water Purifier from FranchiseeDealer was found 8.2 % (4).The percentage of people who prefer to buy the any other waterPurifier from Franchisee Dealer was found 10.2% (5) 81
  • 82. C.Demo at your door step: Among the total 40 respondentsThe percentage of people who prefer to buy the Eureka Forbes water Purifier from Demo atyour door step was found 43.8% (7).The percentage of people who prefer to buy the Hulwater Purifier from Demo at your door step was found 6.3 % (1).The percentage of peoplewho prefer to buy the Kent water Purifier from Demo at your door step was found 12.5% (2).The percentage of people who prefer to buy the Philips water Purifier from Demo at yourdoor step was found 6.3 %( 1).The percentage of people who prefer to buy the whirlpoolwater Purifier from Demo at your door step was found 18.8 % (3).The percentage of peoplewho prefer to buy the any other water Purifier from Demo at your door step was found 12.5%(2) 82
  • 83. CONCLUSION 83
  • 84. I had conducted the market survey in the town of Kolkata. I had chosen the product as ‗Pure It‘because people are very cautious about their health these days and are very particular about theirdrinking water. In such a scenario most of the people are using water purifier.I was very lucky to join this company and learnt so many things, like punctuality, hard work, sellingstrategy of company etc. I had met different kinds of people, coming from different religion.Thus I came to know about the different views of these people and their awareness regarding thesafety benefits of drinking safe and pure water.After the survey I came to a solution that the people of Kolkata are very much aware of Pure It waterpurifier and maximum of them are satisfied with the product. The majority of people I came acrossare mostly the users of Eureka Forbes. Clearly showing that they are dominating the market. ButPure-it is fast catching up with it‘s unique low priced water purification systems. These low pricedtechnology seems to catch up fast with the consumer but most of them are reluctant to take risk byleaving Eureka Forbes.The survey has showed that Eureka Forbes is the market leader closely followed by Pure-it.Customers have shown a high degree of brand loyalty to Eureka Forbes. However it is seen that theawareness regarding the product is good. Most of the customers are happy but they have shown aconcern regarding the after sale services specially when replacing the germ kill kit. Due to thiscustomers are reluctant to buy Pure-it and stick to Eureka Forbes which according to them providessatisfactory after sales services.Another problem faced is the lack of visual display of models in retail outlets and lack of brochures.Due to this prospective customers had difficulty in understanding the product and lack of brochuresadded to this problem as customers don‘t tend to remember about the product once they leave theretail outlet. 84
  • 85. RECOMMENDATIONS 85
  • 86. From the survey conducted by me regarding the product Pure-It certain recommendation areas follows: -  Price structure should be revised.  Customer service is something where more attention must be paid.  All models should be made available on display in retail outlets and brochures should also be provided.  Sales person at the retail outlet must have proper knowledge about the product.  Technological and other aspects should be reconsidered and re-christened  After-sales services must be quick and efficient.  While doing DTH,sales representative should be more precise about the product.  New policies and strategies should be adopted to overcome the competition. 86
  • 87. Limitations Of StudyThis survey report is also not free from limitations as usual. However the absence of suchlimitation would have improved the quality of report as given :- > Limited time period restricted to go in for more details the period was very short to survey such a large area. > Many respondents were not interested to give the required time for the questionnaire. > Respondents sometimes act artificially when know their information is noted down. > There was only some certain hours in a day in the idle hours in which the respondents was ready to talk. > This project was done on the basis of questionnaire through survey, so it may possible here that some of them might have not provided the correct information. 87
  • 88. ANNEXURE 88
  • 89. QUESTIONNAIRE FOR PROSPECTIVE CUSTOMERName :……………………………………..Address:-------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------Phone No.: - ---------------------------1. How do you treat your water drinking water? o Do nothing o Boiled water o Use electrical water purifier o Use non electrical water purifier2. . Do you know that 80% of the diseases in our country are water bound? o Yes o No o Not awareQ3. While buying any water purifier what comes to your mind first? o Price o Health & Safety o Both 89
  • 90. Q4. Comment on the price of your water purifier? o Affordable o High o Should be RevisedQ5.Do you know that boiled water is not necessarily safe water? o Yes o NoQ6 : What company water purifier you are currently using? o Eureka Forbes o Hul Pure-it o Kent o Philips o Whirlpool o Any Others 90
  • 91. Q7. Criteria considered for Purchase? o Brand name o Technology o PriceQ8. Is the quality of water provided by Pure-it tastes good, looks clear andodorless? o Yes o No o Don’t KnowQ9. What is the price of the water purifier that you are currently using or are planningto use? o Rs.1000 – 5000 o Rs 6000 – 10,000 o Rs 11,000 – 15,000 o More than 15,000 91
  • 92. Q10. Where do you prefer to buy a water purifier from? o Retail Outlets o Franchisee dealers o Direct MarketingQ11. Frequency and Percentage of respondents about what comes your mind first i.e.Price or Health & Safety or Both o Price o Health & Safety o BothQ12. Where you did heard about the product? o TV commercial o Newspaper print ads o In shop branding o Friend‘s references 92
  • 93. The Waterpurifier business :-(http://spoonfeedin.blogspot.in/2008/06/waterpurifier-business.html)Water purifier cos tapping the bottom of the pyramid ( June 25,2008,Economic Times)Early this month, Eureka Forbes, the market leader for water purifiers in thecountry put popular television actress Smriti Irani (Tulsi of Kyunki Saas Bhifame) behind its product range - Aquasure. Whether Irani helps counter the buzzthat Hindi film actress Hema Malini and her daughters bring to Kent‘s waterpurifier sales is still to be seen.Aquasure talks to the bottom of the pyramid witha purifier costing Rs 1,800. In comparison, Kent is relatively high-brow at Rs7,000 for an ultraviolet (UV) purifier and Rs 14,000 for a reverse osmosis (RO)variant . At sub-Rs 2,000 price point, Aquasure is not the only one tapping themarket. Pureit, consumer goods major Hindustan Unilever‘s maiden entry intothe consumer durables category, is also talking to consumers from a similarprice point. After being around for less than four years, both brands ofchemical-based water purifiers have managed to create a market that nowaccounts for 20 per cent of all water purifier sales. Not just that, Aquasure andPureit are now estimated to be growing at 100% annually , while the rest of theRs 700-crore water purification category is pacing ahead at 19%-20 %. Whatare the key drivers? According to S K Palekar, senior VP marketing, EurekaForbes the category is largely under-penetrated , even in urban India. ―Only 6%-7 % of the urban population use electrical water purifiers, while another 12%boil drinking water,‖ he says. That leaves a whopping 81 per cent of the urbanpopulation who drink water directly from the tap, or purify it using candle waterfilters, muslin cloth and other unsafe methods . This is where both HUL andEureka Forbes have spotted an opportunity. Existing segments like ultra violet(UV) purifiers or reverse osmosis (RO) systems, are either not relevant orsimply not affordable to a large percentage of urban users. While UV purifierssell upwards of Rs 4,000, RO-based systems are the costliest with prices goingupto Rs 25,000. Vivek Sharma, chief marketing officer, Philips India, estimatesthat about two-thirds of the Indian market uses UV products and the rest isdivided between RO and chemical-based purification systems. Sarosh Shetty,marketing manager - water business, HUL, points out that the opportunity waswaiting to be exploited . ―Eighty percent of all diseases in India is water relatedand affects households across income-groups . Our aim is to help provide safewater anytime, anywhere and make it as affordable as possible,‖ he says.Theother reasons why many urban households did not use the existing purifiers , 93
  • 94. according to Palekar is the requirement of running water at a certain pressure oruninterrupted electricity to perform the purification process. In some areas,including urban centres, access to either of the two was a problem. Watershortage is partly one reason why even tap attachments like Zero B have nottaken off, despite a promising start several years back. But company executivesare confident about the prospects of Zero B Suraksha — that prides itself as thesmallest water purifier in the market. ―The Zero B Vision is `One Zero B forevery Home‘ which is to provide a range of pure water solutions across incomesegments,‖ says RS Rajan, senior VP - consumer products , Ion Exchange. Butmerely developing a product for this segment was not enough. Companies hadto ensure that consumers saw a compelling reason to buy the product. Becausethe triggers to buy a product at the bottom of the pyramid are much differentthan what it would be for an upmarket urban customer. Sharma of Philipsexplains: ―Although in the urban areas there is awareness, there is no triggerfrom awareness to actions. Because of the strong belief in traditional methodspeople still don‘t want to invest in a purifier.‖ Then, upmarket customers needchoice to compare and pick the product best suited to their needs. For example,areas which have hard-water will have consumers investing in a RO purifier thatcan purify and remove any bad taste from the water, rather than UV-basedpurifiers. That would explain the variety of choice that companies offer. Philipslaunched its water purifiers in May 2007 and has four models which use UVtechnology , Kent RO Systems similarly has products based on both UV andRO technologies. The other motivator for the middle-andupper-end customersare aggressive marketing campaigns. As Gupta of Kent puts it, ―We wanted ourTVCs to be clutter-breaking and the best way to do that was by having acelebrity as that improves customer confidence in the product.‖ Eureka Forbeson the other hand believes in the power of direct marketing for its upscaleproduct range — Aquaguard. Palekar of Eureka Forbes explains the rationale:―In India people believe only in what they see. They believe what you can‘t see,cannot be harmful. Therefore it is important to do concept selling in thiscategory , which can only be done house-tohouse . If people don‘t understandthe concept , nobody will buy the product even if there is a lot of advertising.‖Eureka Forbes has a sales force of 6,000 which is responsible for sellingAquaguard.In comparison, Aquasure is sold through retail channels. Sharma ofPhilips endorses the view. ―Direct marketing is effective as the category has alow penetration . However, now the awareness about water purifiers has goneup considerably and today customers don‘t need to be convinced as much asthey had to be earlier,‖ he says. Modern retailing and after-sales service are alsocritical components for the success of the UV and RO range of purifiers. Forexample, most distributors of water purifiers like multibrand outlets also doubleup as service centres. The arrival of consumer durable chains like Croma, Nextand others have helped waterpurifiers which also share shelf-space with TVs,refrigerators, washing machine‘s , etc. Kent RO for example has even tried 94
  • 95. unconventional retailing options like tying-up with IOC petrol pumps and LPGoutlets which stock the brands. HUL‘s Pureit is not available in stores, but haveset up Safe Water Zones across the country which are offices where customerscan walk-in and make enquires about the product. After-sales servicecontributes to 60% of Eureka Forbes‘s annual revenues. Says Palekar, ―In acategory like water purifiers, service and sales go hand-in-hand . Service is veryimportant for success in this category.‖ Eureka Forbes has a service networkacross 500 top towns in the country, while Ion Exchange has 1,200 serviceengineers providing 24x7 service. Brands like Philips and HUL are trying toempower the consumer to service the system themselves. Although both brandshave a helpline where consumers can reach them, their systems are customerfriendly and customers can service their products themselves. In the case lowerpriced brands like Aquasure, the product design resembles a drum filter, and thepurification cartridge is designed like a candle . HUL‘s Pureit has a GermKillBattery Kit, which has an indicator that goes red once 1,500 liters of water hasbeen purified, hinting the customer that a change of battery kit is due. Whilemetros are important for the category , the growth is being fuelled by Class 1and Class 2 towns. Below-the-line (BTL) activities are important for everybrand including Ion Exchange‘s customer-meets , consumer fairs and interactiveprogrammes with school children and free water tests for consumers through thedirect sales, retailers and watermarts. ―We follow the inside out strategy byrewarding our customers for their loyalty. Over 50% of our sales comes throughcustomer referrals,‖ says Rajan of Ion Exchange. The rules are changing and theplayers growing, but will price-points change equations in this category is whatremains to be seen. Pureit‘s roll-out just before the monsoon season is anindication of how monsoon‘s are critical season for water-purifiers . ―About60% of both our sales and services come between the July - Septembermonths,‖ says Palekar. Rains increase the threat of water-borne diseases andhence the importance of safe drinking water in consumer minds also rises. Andthough activities are done throughout the year, rainy season cannot be ignored.Whether HUL‘s vision of making safe drinking water available to every Indianhome is fulfilled or not, this rainy season sales will be critical for Pureit‘sfuture. 95
  • 96. Village Financial Services and HUL tie up to sell Water Purifiers(http://indiamicrofinance.com/village-financial-nbfc-water-purifiers.html)Village Financial Services Pvt Ltd a microfinance company that has operations in the easternregion of India has signed a Memorandum of Understanding (MoU) with Hindustan UnileverLtd to promote the use of safe drinking water among the poor, according to a press releaseissued by Village Financial Services.The collaboration between Village Financial Services(VFS) and Hindustan Unilever willenable poor households to purchase HUL‘s Pureit water purifiers through the VFS network.The targeted 2.5 lakh beneficiaries could take loan at zero rate of interest to buy the purifierand the loan would be repayable weekly over a period of eight months, the release added.About VFSPLVillage Financial Services Private Limited(V.F.S.P.L) started it‘s microfinance operations inthe financial year 2005-2006 and was one of the 1st Micro Finance Companies in the easternregion of India with a Non Banking Financial Company (N.B.F.C) license. Currently VillageFinancial Services Private Limited has more than 2,00,000 active borrowers who are servicedthrough it‘s 63 Branches. It has loans outstanding of more than Rs. 115 crore. 96
  • 97. LATEST INNOVATION IN WATERPURIFICATION AROUND THE WORLD (http://www.examiner.com/article/lifestraw-water-filter)Technology can serve humanity in so many ways; its good to see it in the perspective handsof loving, helpful ideologies. Heres an example of something I found interesting enough toaddress in this forum of interests.More than a billion people don‘t have reliable access to clean drinking water. Boiling killsmost germs in water, but requires fuel and doesn‘t remove dirt. In recent years, sand andceramic filters have become more common, but these tend to be more expensive and usuallydon‘t catch all the microbes. So many of the poor (worldwide) simply drink dirty water. As aresult, about 1.5 million children die of diarrhea each year.A new generation of cheap and effective water purifiers including Pureit (made by Unilever)and Swach (made by an Indian company, Tata, with a novel rice-husk ash filter) can removenearly all water-borne pathogens without electricity.But LifeStraw, produced by the Swiss company Vestergaard Frandsen, was designed for thepoorest of the poor. The personal version works like a chunky drinking straw and can filterabout 1,000 liters, enough to keep a person hydrated for a year. The family version (whichlooks something like an IV drip that ends in a water cannon) can purify 18,000 liters, servinga typical family for about three years. Until now these filters have mainly been given awaythrough aid groups after such disasters like the Haitian earthquake and in chronically poorcountries like Mozambique and Myanmar. Nearly a million of the family-size LifeStraw havebeen donated in Kenya alone this year. In exchange, the company is reportedly receivingcarbon credits for reduced emissions from wood-burning fires often used to boil water. 97
  • 98. Forbes India: War for pure water(http://ibnlive.in.com/news/forbes-india-war-for-pure-water/106847-7.html)It is probably the most controversial raincoat in India right now. An advertisement byHindustan Unilever used a salesman in a yellow raincoat to throw a challenge that ifconsumers found a water purifier that could work without running water or power, getswitched off if it is not in use and provide "germkill", the company would give them Rs 1crore.Its competitor, Eureka Forbes, hit back with an ad showing a blurry water purifier,presumably HULs Pureit, and a man in a yellow raincoat offering water to a woman. Thewoman spits out the water on his raincoat saying it tastes like chlorine.The two are now in court fighting as much over the use of the yellow raincoat as about thequality of water from their purifiers. Hindustan Unilever says the Eureka Forbes ad mocksPureit, and Eureka Forbes says the assertions in the ad are true. The two have now sent watersamples from both purifiers to an American laboratory to test if the claims are true.There is a lot at stake for both companies. Eureka Forbes was the undisputed leader in thissegment until HUL stormed its bastion. Eureka sold expensive water purifiers (Rs 7,000 ormore for each and above) that were out of the reach of most Indian homes. HUL exploitedthis gap with the low-cost Pureit (Rs 2,000). But, there is also another reason why HUL isbent on winning this war. Reports suggest HULs Anglo Dutch parent is waiting for HUL toperfect Pureits business model to take it other developing markets. Even though the companysays it is currently focussed on the Indian market.Just around 8 per cent of Indians use water purifiers, according to industry estimates. Othersboil, use candle filters or do nothing. "It is this segment that products like these cater to," saysEditor of trade magazine Everything About Water and consultant to water companies, HSubramaniam. "It is not currently a very large or profitable market but it is the fastestgrowing market and potentially the largest."Competition has heated up in the low cost water purifier market, which is growing at 60 percent compared to the 15 per cent growth rates for expensive water purifiers, suggest industryestimates.The spat between HUL and Eureka Forbes has been brewing since HUL, Indias largestconsumer products company, introduced Pureit in 2004. Eureka Forbes, known for first 98
  • 99. bringing water purifiers to Indian homes, hit back with a similarly priced, no-power and no-running-water device called AquaSure. Now, HUL sells more water purifiers but EurekaForbes makes more money.Hindustan Unilever says it broadened the market for water purifiers by creating Pureit.General Manager for HULs water business, Vikram Surendran, says the criteria HUL talksabout in the ad were set pretty early on in the product development phase. "We set ourselvesa pretty tough task. But that in a sense helped us create a product that has helped create amarket."While it has meant that HUL has already sold three million units of Pureit, it has not beeneasy for a company built on selling small consumable products, including soap andtoothpaste, to sell the somewhat bulkier water purifiers. The company uses its existingfranchisees but asks them to set up extra space for its dedicated sales teams and to keepproducts - known as Safe Water Zones.HUL perfected this formula in South India before going national last year. And yet, the quickramp-up meant after-sales service found it hard to keep up. Surendran says that has now beensolved with dedicated call centres, separate after-sales teams etc. But as HUL looks to enterrural markets, ensuring good after-sales service will be hard.HUL tried several pilot projects to reach out to villages. It worked with Micro FinanceInstitutions (MFIs) to sell and extend credit through them. But a study by social consultingcompany, Monitor, found that MFI agents, used to selling loans, found it hard to transportand sell water purifiers. They also bore the brunt of lapses in after-sales servicing. HUL maynow use MFIs only to extend credit and use its own sales team for the rest.Eureka Forbes perfected the model of salesmen visiting homes and explaining the benefits ofmoving to Aquaguard in the Eighties. But this also restricted it to a metro-centric product."None of us has reached the bottom of the pyramid yet," says CEO of direct sales at EurekaForbes, Marzin Shroff. The company is trying several things to get there. It recently launcheda service that allows families to rent an Aquaguard for Rs 450 a month. It also set up waterfiltration plants in 100 villages where families can buy clean water for 10-15 paise a litre.Shroff says it now plans to scale this up across the country.Having initially been pipped to the low-cost water purifier, Shroff says Eureka Forbes hasnew technologies in the works. Of course, he cant talk about them. "We were a smallcompany then," he says, talking about 2004 when Pureit was created. "But we always haddreams. This issue was not on anyones radar till around three years ago."What is on everyones radar right now is the court case and the accusations. For instance,Eureka Forbes says Pureit uses chlorine to clean water when it should be used only to cleanswimming pools or in emergencies. But Surendran, says chlorine is one of the most popularlyused cleaning agents for municipalities. Adapting this for home use is "I think a credit to ourtechnology more than anything else."Eureka Forbes has said in court that Pureit uses a chemical called TCCA to release chlorinein to the water. But TCCA also releases cyanuric acid, in this process, which could beharmful for consumption if it mingles with melamine, commonly used to make tea cups or 99
  • 100. plates. HUL has said that no acid gets released in to the water because a carbon block leachesit out after the water is treated by chlorine.Shroff asks for a block of carbon in his office conference room and tosses it up in the air. Theblock breaks into two on landing and Shroff suggests this is probably how effective it is whenit reaches consumers after long journeys across India. Either way, experts say chlorine is themost widely used microbial purification chemical in the world.Shroff also says that while Eureka Forbes has other devices to treat water for arsenic, fluorideand other such substances, Pureit does not. Surendran says HUL may develop such productslater."It is also generally rare to find a single "magic bullet" that would remove all types ofcontaminants, and do so cheaply," says Director of the United Nations UniversitysInternational Network on Water, Environment and Health, Dr Zafar Adeel.Both companies are waiting for the US lab to come back with results. But Subramaniam says,"It would be hard for a court of law to judge in the absence of any standards. The problem isthat in India there are no standards for water purifiers except those set by the Bureau ofIndian Standards for UV purifiers."The court case is just one of many hurdles the companies want to get over to crack Indiasmass market. Shroff says his company has several potentially winning technologies underdevelopment. Surendran says he has just extended his Rs 1 crore challenge for Pureit, whichhe says is still unclaimed. 100
  • 101. BIBLIOGRAPHY :-www.HUL.comwww.customercomplaint.inwww.golakindia.comwww.icmrindia.orgwww.compareindia.comwww.pureit.in 101

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