Sales and Distribution System of Pureit Water Filters <br />
Introduction<br />The domestic water purifierappliances market is estimated to be Rs 1200 Crore.<br />Category is not growing very fastbecause of the high cost of the product.<br />
Industry Profile<br />Earlier known as Hindustan Lever Limited<br />Was formed in 1933 as Lever Brothers IndiaLimited.<br />Headquartered in Mumbai,<br />HUL is the market leader in Indian products such<br /> as tea, soaps, detergents etc.<br />The company’s statement of corporate purpose is<br /> to “meet the everyday needs of people,<br /> everywhere.”<br />
Water purifier<br />Pure It is the world’s most advanced in-home water purifier.<br />Pure It, a breakthrough offering of Hindustan Unilever (HUL), provides complete protection from all water-borne diseases, unmatched convenience and affordability.<br />
Industry Structure<br />ASM<br />TSO(Doctors Clinic)<br />TSO(KIOSK)<br />BDM(Direct Marketing)<br />8 CCTL’s<br />8 ZSO’s<br />8CTL’s<br />8 PWE’s for each CCTL<br />12 PWE’s for each <br />ZSO<br />4 PWE’s for each CTL<br />
Competitors <br />Hindustan Unilever Limited (HUL) of water division Pureit’s majorcompetitors in the market are:<br />Eureka Forbes Limited<br />Philips<br />Whirlpool<br />Kent<br />Kenstar<br />Tata<br />
Types of Products<br />Water Purifiers offered by HUL<br /> PURE IT MARVELLA PURE IT AUTO-FILL<br /> PURE IT M05 PURE IT COMPACT<br />
Product Segmentation <br />Hindustan Unilever sells different water-purifiers on the basis of classifying their utility and price affordability. The water purifiers are classified as follows: <br /> (1)Pure it compact – Rs 1000 /-<br /> (2)Pure it M05 Model – Rs 2000 /-<br /> (3)Pure it Autofill –Rs 3200 /-<br /> (4)Pure it Marvella –Rs 6900 /-<br />
Distribution Channel<br /><ul><li>These are sets of interdependent organizations involved in the process of making a product or a service available for use or consumption.</li></ul>Doctors Clinic<br />Direct Marketing(Cold Call)<br />KIOSK<br />
Product Services<br />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. <br />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. <br />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.<br />
Motivating Sales force<br />Fixed pay – Rs. 5000<br />Salesperson get 100 point on selling each water purifier<br />Hero of The Day (outstanding performer is rewarded on daily basis).<br />Selling more than 10 water purifiers in a month, a sales executive gets commission of Rs. 150 per water purifier<br />Accumulating more than 5000 point,sales executive gets different gifts<br />
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