Sales and Distribution System of Pureit Water Filters
Introduction The domestic water purifierappliances market is estimated to be Rs 1200 Crore. Category is not growing very fastbecause of the high cost of the product.
Industry Profile Earlier known as Hindustan Lever Limited Was formed in 1933 as Lever Brothers IndiaLimited. Headquartered in Mumbai, HUL is the market leader in Indian products such as tea, soaps, detergents etc. The company’s statement of corporate purpose is to “meet the everyday needs of people, everywhere.”
Water purifier Pure It is the world’s most advanced in-home water purifier. Pure It, a breakthrough offering of Hindustan Unilever (HUL), provides complete protection from all water-borne diseases, unmatched convenience and affordability.
Industry Structure ASM TSO(Doctors Clinic) TSO(KIOSK) BDM(Direct Marketing) 8 CCTL’s 8 ZSO’s 8CTL’s 8 PWE’s for each CCTL 12 PWE’s for each ZSO 4 PWE’s for each CTL
Competitors Hindustan Unilever Limited (HUL) of water division Pureit’s majorcompetitors in the market are: Eureka Forbes Limited Philips Whirlpool Kent Kenstar Tata
Types of Products Water Purifiers offered by HUL PURE IT MARVELLA PURE IT AUTO-FILL PURE IT M05 PURE IT COMPACT
Product Segmentation Hindustan Unilever sells different water-purifiers on the basis of classifying their utility and price affordability. The water purifiers are classified as follows: (1)Pure it compact – Rs 1000 /- (2)Pure it M05 Model – Rs 2000 /- (3)Pure it Autofill –Rs 3200 /- (4)Pure it Marvella –Rs 6900 /-
Product Services As per the study the product services of the Pureit water purifier is only with the battery that should be changed once in 1500-2000 liters usage. The consumers can call to the customer care and inform about their services. The call centers will have the consumer’s details. When the consumer bought the product then the sales force will take all their details for the future services. Till first year of the product the services are completely free, but after the first year to change the battery in the purifier the battery costs Rs 350- 520 depends on the battery.
Promotion TV advertisements Magazines Direct marketing Kiosk
Motivating Sales force Fixed pay – Rs. 5000 Salesperson get 100 point on selling each water purifier Hero of The Day (outstanding performer is rewarded on daily basis). Selling more than 10 water purifiers in a month, a sales executive gets commission of Rs. 150 per water purifier Accumulating more than 5000 point,sales executive gets different gifts