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Pureit

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Sales and Distribution channel of Pureit

Sales and Distribution channel of Pureit


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  • 1. Sales and Distribution System of Pureit Water Filters
  • 2. 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.
  • 3. 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.”
  • 4. 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.
  • 5.
  • 6. 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
  • 7. Competitors
    Hindustan Unilever Limited (HUL) of water division Pureit’s majorcompetitors in the market are:
    Eureka Forbes Limited
    Philips
    Whirlpool
    Kent
    Kenstar
    Tata
  • 8. Types of Products
    Water Purifiers offered by HUL
    PURE IT MARVELLA PURE IT AUTO-FILL
    PURE IT M05 PURE IT COMPACT
  • 9. 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 /-
  • 10. Distribution Channel
    • These are sets of interdependent organizations involved in the process of making a product or a service available for use or consumption.
    Doctors Clinic
    Direct Marketing(Cold Call)
    KIOSK
  • 11.
  • 12. 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.
  • 13. Promotion
    TV advertisements
    Magazines
    Direct marketing
    Kiosk
  • 14. 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