SUMMER TRAINING REPORT onA Study on marketing mix & competitive analysis of “Pure it” (HUL) UNDER THE GUIDANCE OF Mr. Ankur Chawla (Territory sales Manager) Submitted By: Sanjay Prasad Yadav Roll No. 813(RM) PGDM-RM 2010-12 IILM-Graduate School of Management 16, Knowledge Park-II, Greater Noida – 201306
DECLARATION FORMI hereby declare that the Project work entitled “ MARKETING MIX & COMPETITIVEANALYSIS OF PURE IT” (write the title in Block Letters) submitted by me for theSummer Internship during the Post Graduate Diploma in Management Program toInstitute for Integrated Learning in Management, Greater Noida is my own originalwork and has not been submitted earlier either to IILM GSM or to any other Institutionfor the fulfillment of the requirement for any course of study. I also declare that nochapter of this manuscript in whole or in part is lifted and incorporated in this report fromany earlier / other work done by me or others.Place : DELHIDate : Signature of StudentName of Student : SANJAY PRASAD YADAVAddress : B-3/18 GROUND FLOOR ROHINI SEC-6, NEAR ROHINI WEST METRO STATION
ACKNOWLEDGEMENTI feel great pleasure for the completion of this project. At the very outset I would express mysincere thanks and deep sense of gratitude to personnel who helped me during the collection ofdata and gave me rare and valuable guidance for the preparation of this report.I take this opportunity to express my deep sense of gratitude and appreciation to my projectguide Mr.Ankur Chawla (Territory sales Manager, Hindustan Unilever Ltd) for assistance,motivation, and being a continual source of encouragement for me.I would like to thank Mr. Ankur chawla Sales Officer(TSO) ,HUL” Pure it”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.
CONTENTSChapters Page No.Executive summary………………………………………Company profile………………………………………………..Marketing strategies……………………………………….Industries profile…………………………………………………..Marketing researchScope of market research……………………….Objective…………………………………………….Methodology…………………………………………Data collection…………………………………………Scope and importance of the study……..………………………….Direct marketing……………………………………………..Marketing mix………………………………………………….Limitation of the study………………………………………Competitive analysis of pure it……..……………………Annexure………………………………………………………….Data Presentation & analysis…………………………Conclusion…………………………………………………Recommendation………………………………………….Bibliography…………………………………………………
EXECUTIVE SUMMERYWelcome to the world of “PURE IT” water purification devision!!Hindustan Unilever Limited(HUL) is Indias largest Fast Moving Consumer Goods Company, touching the lives oftwo out of three Indians with over 20 distinct categories in Home & Personal CareProducts, Foods & Beverages and as well as water division (pure it). HULs distributionnetwork, comprise about 4,000 redistribution stockists, covering 6.3 million retail outletsreaching theentire urban population, and about 250 million rural consumers. HULsbrands- like Lifebuoy, Lux, Surf Excel,Rin,Wheel, Fair & Lovely, Ponds, ClinicPlus,Pepsodent, Close-up, Lakme,Quality Walls are household names across the countryand so many categories - soaps, detergents, personal products, tea, coffee, ice cream,culinary products and also provide as safe as boiled water through pure it .During mysummer training at HUL, I completed the project on a study on marketing mix andcompetitive analysis of PURE IT a on Safe Drinking and competitive analysis of Water´as water purifier Pure it products of HUL which are divided into three parts. These are:Conducting and analysing market research.Getting consumer feedback from the existing and potential customers,in culcating thehabit of drinking safe water by installing pure it. To know about competitor details which facing challenge in the market. In my first part,a report is made on a detailed study, comprising the new technology use in the waterpurifier, the aspects of installing of water purifier.The technical details of the machine isnecessarily to be understood before moving into the market so that one could discussthe plus points of the machine over the competitors machine. Further, the detailunderstanding in this kind of installation is done through meetings with probablecustomers which include the key area of installing water purifier of HUL pure it with allthe glamour features such as brand reflecting, essentiality of the products to provide allthe comfort required by the customers. The study is done by surveying the differenthouse/clinic located at Delhi and nearby. The study is then tabulated, analysed andresult extracted.In the second part, an observational study is conducted in respect of getting consumerfeedback from the existing and potential customer of HUL through providing a batterservices. This will reflect my views and measures. It also includes the visits of theplaces where others competitor similar products were installed to get their performancefeedback and identified the hidden opportunities to sell HUL water purifier. And to knowabout daily habit of customer to use safe drinking water. In the third part, methodadopted for competitors analysis involved surveying and observational study of all thecompetitive brands of HUL water purifier such as Tata Swash, Kent, Usha Brita, EurekaForbes,etc
COMPANY PROFILEINTRODUCTIONHindustan Unilever Limited (HUL) is Indias largest Fast Moving Consumer Goods Company,touching the lives of two out of three Indians with over 20 distinct categories in Home &Personal Care Products and Foods & Beverages.HUL is a subsidiary of Unilever, one of the world‟s leading suppliers of fast moving consumergoods with strong local roots in more than 100 countries across the globe with annual sales of€40.5 billion in 2008. Unilever has about 52% shareholding in HUL.Hindustan Unilever was recently rated among the top four companies globally in the list of“Global Top Companies for Leaders” by a study sponsored by Hewitt Associates, in partnershipwith Fortune magazine and the RBL Group. The company was ranked number one in the Asia-Pacific region and in India.Historical Events in HUL:In the summer of 1888, visitors to the Kolkata harbor noticed crates full of Sunlight soap bars,embossed with the words "Made in England by Lever Brothers". With it began an era ofmarketing branded fast moving consumer goods (in short FMCG).Soon after followed Lifebuoy in 1895, and other famous brands like Pears, Lux and Vim,Vanaspati was launched in 1918 and the famous Dalda brand came to the market in 1937.In 1931, Unilever set up its first Indian subsidiary, Hindustan Vanaspati ManufacturingCompany, followed by Lever Brothers India Limited (1933) and United Traders Limited (1935).These three companies merged to form HUL in November 1956. The erstwhile Brooke Bondspresence in India dates back to 1900. By 1903, the company had launched Red Label tea in thecountry. In 1912, Brooke Bond & Co. India Limited was formed. Brooke Bond joined theUnilever fold in 1984 through an international acquisition. The erstwhile Liptons links withIndia were forged in 1898. Unilever acquired Lipton in 1972, and in 1977 Lipton Tea (India)Limited was incorporated. Ponds (India) Limited had been present in India since 1947. It joinedthe Unilever fold through an international acquisition of Chesebrough Ponds USA in 1986.The liberalization of the Indian economy, started in 1991, clearly marked an inflexion in HULsand the Groups growth curve. Removal of the regulatory framework allowed the company toexplore every single product and opportunity segment, without any constraints on productioncapacity. Simultaneously, deregulation permitted alliances, acquisitions and mergers. In one ofthe most visible and talked about events of Indias corporate history, the erstwhile Tata Oil MillsCompany (TOMCO) merged with HUL, effective from April 1, 1993. In 1995, HUL and yetanother Tata company, Lakme Limited, formed a 50:50 joint venture, Lakme Lever Limited, tomarket Lakmes market-leading cosmetics and other appropriate products of both the companies.Subsequently in 1998, Lakme Limited sold its brands to HUL and divested its 50% stake in thejoint venture to the company. HUL formed a 50:50 joint venture with the US-based KimberlyClark Corporation in 1994, Kimberly-Clark Lever Ltd, which markets Huggies Diapers andKotex Sanitary Pads. HUL has also set up a subsidiary in Nepal, Nepal Lever Limited (NLL),and its factory represents the largest manufacturing investment in the Himalayan kingdom. The
NLL factory manufactures HULs products like Soaps, Detergents and Personal Products bothfor the domestic market and exports to India.As a measure of backward integration, Tea Estates and Doom Dooma, two plantation companiesof Unilever, were merged with Brooke Bond. Then in July 1993, Brooke Bond India and LiptonIndia merged to form Brooke Bond Lipton India Limited (BBLIL), enabling greater focus andensuring synergy in the traditional Beverages business. 1994 witnessed BBLIL launching theWalls range of Frozen Desserts. By the end of the year, the company entered into a strategicalliance with the Kwality Ice-cream Group families and in 1995 the Milkfood 100% Icecreammarketing and distribution rights too were acquired.Finally, BBLIL merged with HUL, with effect from January 1, 1996. The internal restructuringculminated in the merger of Ponds (India) Limited (PIL) with HUL in 1998. The two companieshad significant overlaps in Personal Products, Specialty Chemicals and Exports businesses,besides a common distribution system since 1993 for Personal Products. The two also had acommon management pool and a technology base. The amalgamation was done to ensure for theGroup, benefits from scale economies both in domestic and export markets and enable it to fundinvestments required for aggressively building new categories.In January 2000, in a historic step, the government decided to award 74 per cent equity inModern Foods to HUL, thereby beginning the divestment of government equity in public sectorundertakings (PSU) to private sector partners. HULs entry into Bread is a strategic extension ofthe companys wheat business. In 2002, HUL acquired the governments remaining stake inModern Foods.Present Stature:Apart from dealing with soaps, detergents, personal products, tea, coffee, branded staples, icecream and culinary products business, HUL is also one of the countrys largest exporters; it hasbeen recognized as a Golden Super Star Trading House by the Government of India. In 2003,HUL acquired the Cooked Shrimp and Pasteurized Crabmeat business of the Amalgam Group ofCompanies, a leader in value added Marine Products exports.HUL has traditionally been a company, which incorporates latest technology in all its operations.The Hindustan Unilever Research Centre (HLRC) was set up in 1958, and now has facilities inMumbai and Bangalore. HLRC and the Global Technology Centers in India have over 200highly qualified scientists and technologists, many with post-doctoral experience acquired in theUS and Europe.Company‟s Role in other areas:HUL believes that an organization‟s worth is also in the service it renders to the community.HUL is focusing on health & hygiene education, women empowerment, and water management.It is also involved in education and rehabilitation of special or underprivileged children, care forthe destitute and HIV-positive, and rural development. HUL has also responded in case ofnational calamities /adversities and contributes through various welfare measures, most recent
being the village built by HUL in earthquake affected Gujarat, and relief & rehabilitation afterthe Tsunami caused devastation in South India.In 2001, the company embarked on an ambitious programme, Shakti. Through Shakti, HUL iscreating micro-enterprise opportunities for rural women, thereby improving their livelihood andthe standard of living in rural communities. Shakti also includes health and hygiene educationthrough the Shakti Vani Programme and creating access to relevant information through theShakti community portal. The program now covers 15 states in India and has over 31,000women entrepreneurs in its fold, reaching out to 100,000 villages and directly reaching to 150million rural consumers. The company has fixed target that by the end of 2010, Shakti aims tohave 100,000 Shakti entrepreneurs covering 500,000 villages, touching the lives of over 600million people. HUL is also running a rural health programme – Lifebuoy Swasthya Chetana.The programme endeavors to induce adoption of hygienic practices among rural Indians andaims to bring down the incidence of diarrhea. It has already touched 70 million people inapproximately 15000 villages of 8 states. “A vision to make a billion Indians feel safe and secure”Purpose & principlesOur corporate purpose states that to succeed requires "the highest standards of corporatebehavior towards everyone we work with, the communities we touch, and the environment onwhich we have an impact."Always working with integrityConducting our operations with integrity and with respect for the many people, organizations andenvironments our business touches has always been at the heart of our corporate responsibility.Positive impactWe aim to make a positive impact in many ways: through our brands, our commercial operationsand relationships, through voluntary contributions, and through the various other ways in whichwe engage with society.Continuous commitmentWere also committed to continuously improving the way we manage our environmental impactsand are working towards our longer-term goal of developing a sustainable business.Setting out our aspirationsOur corporate purpose sets out our aspirations in running our business. Its underpinned by ourcode of business Principles which describes the operational standards that everyone at Unileverfollows, wherever they are in the world. The code also supports our approach to governance andcorporate responsibility.Working with others
We want to work with suppliers who have values similar to our own and work to the samestandards we do. Our Business partner code, aligned to our own Code of business principles,comprises ten principles covering business integrity and responsibilities relating to employees,consumers and the environment.Board of Directors & Management Structure:At the apex is the Board, headed by the Chairman, and comprising 5 whole time Directors and 5independent non-executive Directors. The day to day operations are supervised by the NationalManagement comprising the Vice Chairman, Managing Director (HPC), Managing Director(Foods) and the Finance Director. HUL is organized into two self-sufficient divisions - Home &Personal Care & Foods - supported by certain central functions and resources to leverageeconomies of scale wherever relevant. The company can achieve its success due to rightdecisions taken by learned member of Board and the employees who implant their decisions.Board of DirectorsThe Board of Directors as repositories of the corporate powers act as a guardian to the Companyas also the protectors of shareholder‟s interest.This Apex body comprises of a Non- Executive Chairman, four whole time Directors and fiveIndependent Non – Executive Directors. The Board of the Company represents the optimum mixof professionalism, knowledge and experience.Mr. Harish Manwani - ChairmanMr. Harish Manwani assumed charge as the Non-Executive Chairman of the Company witheffect from 1st July, 2005.Mr. Nitin Paranjpe - CEO and Managing DirectorMr. Nitin Paranjpe (46), after obtaining a degree in BE (Mechanical) and MBA in Marketing(JBIMS) from Mumbai, joined the Company as a management trainee in 1987.
Mr. R. Sridhar - Chief Financial OfficerMr. Sridhar Ramamurthy is a Chartered Accountant (Gold Medallist) as well as a CostAccountant and Company Secretary.Mr. Gopal Vittal - Executive Director, Home & Personal CareMr. Gopal Vittal an alumnus of Madras Christian College, completed his MBA from IIM,Calcutta. Mr. Vittal has 18 years experience in Marketing & Sales in FMCG market includingSkin Care, Soaps and Laundry.Mr Pradeep Banerjee - Executive Director, Supply ChainMr PradeepBanerjee joined HUL as a Management Trainee in 1980.Mr. D. S. Parekh - Independent DirectorMr. D. S. Parekh is a B.Com graduate and holds a FCA degree from England and Wales. Mr.Parekh has held senior positions in Grindlays and Chase Manhattan.
Mr. A. Narayan - Independent DirectorMr. A. Narayan joined ICI India as a Management Trainee in 1973 and grew through diversefunctions and businesses before being appointed as the Managing Director of ICI India in 1996.Mr. S. Ramadorai - Independent DirectorMr. S. Ramadorai is the Chief Executive Officer and Managing Director of Tata ConsultancyServices Limited; Chairman of Tata Technologies Limited and Chairman of CMC Limited.Dr. R. A. Mashelkar - Independent DirectorDr. R. A. Mashelkar is presently the President of Global Research Alliance, a network ofpublicly funded R&D institutes from Asia-Pacific Europe and USA.
HULs Central Functions are Finance, Human Resources, Technology, Research, InformationTechnology, Legal & Secretarial, and Corporate Affairs. Their services are shared across thecompany. But wherever necessary, managerial resources are dedicated exclusively to a business.For example, each Division now has dedicated HR managers.HUL believes that while it leverages the scale of a large corporate, it must also retain the soul ofa small company. Its organization structure, which has and will continue to evolve with time, isaimed at achieving this knitting.CODE OF BUSINESS PRINCIPLES:They have set out code of business principles in different areas which they try their best tofollow these principles I find necessary to reproduce as such:ConsumersUnilever is committed to providing branded products and services which consistently offer valuein terms of price and quality, and which are safe for their intended use. Products and serviceswill be accurately and properly labelled, advertised and communicated.Business PartnersUnilever is committed to establishing mutually beneficial relations with our suppliers, customersand business partners.In our business dealings we expect our partners to adhere to business principles consistent withour own.Community InvolvementUnilever strives to be a trusted corporate citizen and, as an integral part of society, to fulfill ourresponsibilities to the societies and communities in which we operate.Public ActivitiesUnilever companies are encouraged to promote and defend their legitimate business interests.Unilever will co-operate with governments and other organizations, both directly and throughbodies such as trade associations, in the development of proposed legislation and otherregulations which may affect legitimate business interests.Unilever neither supports political parties nor contributes to the funds of groups whose activitiesare calculated to promote party interests.
The EnvironmentUnilever is committed to making continuous improvements in the management of ourenvironmental impact and to the longer-term goal of developing a sustainable business.Unilever will work in partnership with others to promote environmental care, increaseunderstanding of environmental issues and disseminate good practice.InnovationIn our scientific innovation to meet consumer needs we will respect the concerns of ourconsumers and of society. We will work on the basis of sound science, applying rigorousstandards of product safety.CompetitionUnilever believes in vigorous yet fair competition and supports the development of appropriatecompetition laws. Unilever companies and employees will conduct their operations inaccordance with the principles of fair competition and all applicable regulations.QUALITY POLICY:HUL considers quality as one of the principal strategic objectives to guarantee its growth andleadership in the markets in which it operates. The company is committed to respond creativelyand competitively to the changing needs and aspirations of the consumers through relentlesspursuit of technological excellence, innovation and quality management across their businesses,and offer superior quality products and services that are appropriate to the various price points inthe market as well as to their commitment to building shareholder value. The company trains/provides necessary tools & techniques to its employees as well as is empowering them to ensurebroad base compliance of the policy of the organization at all levels.The company is committed to fulfill its legal and statutory obligations and internationalstandards of product safety and hygiene and will not knowingly sell product that is harmful toconsumers or their belongings. It will institute systems and measures to monitor compliance inorder to meet its responsibilities to consumers. The company will maintain an opencommunication channel with its consumers and customers and will carefully monitor thefeedback to continuously improve its products and services and set quality standards to fulfillthem.The company is committed to extend its quality standards to its contract manufacturers, keysuppliers and service providers and by entering into alliances with them, to jointly improve thequality of its products and services. This policy is applicable to production from its own facilitiesas well as to production that is outsourced. The company will periodically review this qualitypolicy for its effectiveness and consistency with business objectives.
The company delegates authority and responsibility for dissemination and implementation of thispolicy to each Business and Unit Head.RESEARCH AND INNOVATION CENTRES:Since most new products and processes are developed in these Units, certain additionalresponsibilities devolve on them to ensure implementation of the Environment Policy of thecompany. In addition to the Unit Heads responsibilities outlined above, the heads of these unitswill:Ensure that a formal and systematic risk assessment exercise is undertaken during theprocess/product development stage with specific reference to environmental impact.Transfer technology to the pilot plant and main production through a properly documentedprocess specification which will clearly define environmental impact and risks associated withprocesses, products, raw material and finished product handling, transport and storage.Ensure that treatment techniques are developed for any wastes generated as a result of the newproduct/process and is incorporated into the process specifications.Hindustan Unilevers diverse product range is today manufactured in about 80 factories. Inaddition, the company outsources from 150 other units. The operations involve 2,000 suppliersand associates.Businesses:Home & Personal Care • Personal Wash • Fabric Wash • Home Care
• Oral Care • Skin Care • Hair Care • Deodorants & Talcum • Colour CosmeticsFoods : • Tea • Coffee • Branded Staples
Water PurifiersBRAND POSITION IN INDIA AND OTHER COUNTRIESToday, HUL is one of India‟s largest exporters of branded Fast Moving Consumer Goods. It hasbeen recognized by the Government of India as a Golden Super Star Trading House.Over time HUL has developed into a viable & competitive sourcing base for Unilever worldwidein Home and Personal Care & Foods & Beverages category of products. HUL is also a globalmarketing arm for select licensed Unilever brands and also works on building categories withcore country advantage such as branded basmati rice. HUL Exports offers high level of service with flexibility and responsiveness thorough out thesupply chain. It has a dedicated organization structure to support this endeavour and this hashelped in growth of these businesses in particular. Intrinsic cost competitiveness in the end toend Supply chain with appropriate technology and competitive capital investment operationswhile delivering best in class quality enables HLL to position itself as a key sourcing hub forUnilever and also become a preferred partner for Global customers in categories they operate.
HUL key focus in the exports business is on two broad categories. It is a sourcing base forUnilever brands in Home & Personal Care (HPC) and Food and Beverages (F&B) for supplies toother Unilever companies. It also focuses on becoming a preferred supplier to both non-Unileverand Unilever clients in three categories in which India, as a country, has competitive advantage –Branded Rice, Marine Products and Castor and its Derivatives . HUL enjoys internationalrecognition within Unilever and outside for its quality, reliability and speed of customer service.HUL Exports geography comprises, at present, countries in Europe, Asia, Middle East, Africa,Australia, North America etc
MARKETING STRATEGIES:IT-powered system has been implemented to supply stocks to redistribution stockists on acontinuous replenishment basis. The objective is to catalyse HUL‟s growth by ensuring that theright product is available at the right place in right quantities, in the most cost-effective manner.For this, stockists have been connected with the company through an Internet-based network,called RSNet, for online interaction on orders, despatches, information sharing and monitoring.RS Net covers about 80% of the companys turnover. Today, the sales system gets to know everyday what HLL stockists have sold to almost a million outlets across the country. RS Net is partof Project Leap, HUL‟s end-to-end supply chain, which also includes a back-end systemconnecting suppliers, all company sites and stretching right upto stockists.Hindustan Lever is simultaneously creating new channels, designed on the same principle ofholistic contact with consumers –Project Shakti, HUL‟s partnership with Self Help Groups of rural women, is becoming anextended arm of the companys operation in rural hinterlands. Started in 2001, Project Shakti hasalready been extended to about 50,000 villages in 12 states - Andhra Pradesh, Karnataka,Gujarat, Madhya Pradesh, Tamil Nadu, Chattisgarh, Uttar Pradesh, Orissa, Punjab, Rajasthan,Maharashtra and West Bengal. The respective state governments and several NGOs are activelyinvolved in the initiative. The SHGs have chosen to partner with HLL as a business venture,armed with training from HLL and support from government agencies concerned and NGOs.Hindustan Lever Network (HLN) is the companys arm in the Direct Selling channel, one of thefastest growing in India today. It already has about 3.5 lakh consultants - all independententrepreneurs, trained and guided by HLNs expert managers. HLN has already spread to over1500 towns and cities, covering 80% of the urban population, backed by 42 offices and 240service centres across the country. It presents a range of customised offerings in Home &Personal Care and Foods.Out-of-Home consumption of products and services is a growing opportunity in India, aselsewhere in the world. Hindustan Lever is already the largest player in the hot beverages out-of-home segment, with over 15000 tea and coffee vending points. The company is expanding thenetwork aggressively, in the education, entertainment, leisure and travel segments. HUL‟sallaince with Pepsi will significantly strengthen this channel.Health & Beauty Services are Hindustan Levers simultaneous foray to meet the increasingconsumer need for such products and services. Lakme Salons provide specialised beauty servicesand solutions, under the recognised authority of the Lakme brand. The Ayush Therapy Centresprovide easy access to authentic Ayurvedic treatments and products. Hindustan Lever, which once pioneered distribution in India, is todayreinventing distribution - creating new channels, and redefining the way current channels areserviced. In the process it is converging product availability, with brand communication andbrand experience.
INDUSTRY PROFILEIn the last decade and more, the country has undergone many changes and one of the important ones isthat people have become health conscious. People realized that around 80 per cent of diseases in India arecaused by water-borne micro-organisms. According to a 2010 World Health Organization report, 1.1billion people lack access to an improved drinking water supply, 88% of the 4 billion annual cases ofdiarrheal disease are attributed to unsafe water and inadequate sanitation and hygiene, and 1.8 millionpeople die from diarrheal diseases each year. The WHO estimates that 94% of these diarrheal cases arepreventable through modifications to the environment, including access to safe water. Simple techniquesfor treating water at home, such as chlorination, filters, and solar disinfection, and storing it in safecontainers could save a huge number of lives each year. Reducing deaths from waterborne diseases is amajor public health goal in developing countries.Water purifier are one of the most used kitchen utilities .Available in India .water purifification andbackpacking is an industy in itself in India. Portable Version of Water purifiers are available for campingand haking.Water purification methods include the mechanized version as well as the age old and time-tested water purification tablets, the Water purification process includes removing contaminants from theraw water source.Some of the home remedies for water purification are boiling or the use of thehousehold charcoal filter.But these do not ensure the required standard of water purification thus a propertreatment is mandatory.That‟s where the water purifiers for home step in treatment of water by ozone alsoprovides certain levels of purity.Water Purifier companies in IndiaThe main manufactures having the major share of the water purifiers are:Eureka ForbesPhilipsKent
WhirlpoolKenstarMaharaja WhitelineZero BWater Purifier Market in India 2011The water purification and treatment industry in India, under cheap imports of water treatment productsfrom China, is working to set standards for the water treatment industry in the country as a safeguardagainst spurious products. This, is being done through a certification process. Hence, for the first timethe industry has put its head together to come up with a solution.In a country like India, where waterscarcity is growing by the day, there are too many issues relating to water. This has meant that there aredime a dozen firms that are trying to make the best of the situation. Now there is a clamour for properstandards.India Water Purifier Market has tremendous growth potentialGlobally more than one billion people lack access to safe drinking water and approximately 2.4 Billionpeople lack access to proper sanitation, nearly all of them in the developing countries, including India.Nearly a third of the worlds population worldwide live in water-stressed areas. This figure is expected torise to two-third of the population by 2025.With increasing number of people becoming conscious of therisks of drinking contaminated water, the demand for water purifiers is rising rapidly. In the past fewyears, Indian water purifier industry has witnessed an exponential growth of 22% CAGR. The waterpurifier industry sales grew dramatically during FY10 as compared to previous fiscals due to improvingdemand and expanding production capacity. The industry saw high growth of rate 17% during FY10 dueto the increasing awareness for safe drinking water. The UV segment, which constitutes more than 55%of the industry and is a key focus area for water purifier manufacturers, due to the higher margins itoffers, is expected to continue its rapid growth. According to Research, Indian Water Purifier industry
will continue its growth trajectory and is expected to witness a turnover growth of more than 22% CAGRduring the period between FY11 and to FY14. Research conducted a survey across 10 major cities inIndia with 2500 users of water purifier to understand the market size, growth drivers, issues and buyingbehavior patterns. The cities covered in survey were, Delhi, Mumbai, Kolkata, Chennai, Bangalore,Hyderabad, Ahmedabad, Chandigarh, Pune and Bhopal.PRODUCT PROFILEWater Purifiers offered by HUL PURE IT MARVELLA PURE IT AUTO-FILL
PURE IT M05 PURE IT COMPACTPureit 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 Germkill Battery technology kills all harmful viruses and bacteria and removesparasites and pesticide impurities, giving you water that is "as safe as boiled water". It assuresyour family 100% protection from all water-borne diseases like jaundice, diarrhea, typhoid andcholera. What‟s more, it doesn‟t need gas, electricity or continuous tap water supply.Pureit not only renders water micro-biologically safe, but also makes the water clear, odorlessand good-tasting. Pureit does not leave any residual chlorine in the output water.The output water from Pureit meets stringent criteria for microbiologically safe drinking water,from one of the toughest regulatory agencies in the USA, EPA (Environmental ProtectionAgency).The performance of Pureit has also been tested by leading scientific and medical institutions inIndia 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. 2000Pureit runs with a unique Germkill Battery Kit that typically lasts for 1500 litres* of water. The„Germkill Battery Kit is priced at Rs.365. This means consumers will get 4 litres of water that is„as safe as boiled water for just one rupee, which works out to an extremely affordable 24 paiseper 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. Pureit purifies the inputdrinking water in four stages, namely;1. Micro-fiber MeshTM - Removes visible dirt2. Compact Carbon TrapTM - removes remaining dirt, harmful parasites & pesticide impurities3. Germkill ProcessorTM – uses programmed chlorine release chlorine technology and itsstored germkill process targets and kills harmful virus and bacteria
4. PolisherTM – removes residual chlorine and all disinfectant by-products, giving clearodourless and great tasting water5. Battery Life Indicator - Ensures total safety because when the germkill power is exhausted, theindicator turns red, warning you to replace the batteryAdvanced Auto-Switch off - In case, the battery is not changed when it turns fully red, as anadditional assurance of safety, the advanced Auto-Switch off will automatically switch-off theflow of water.Protect your loved ones with a Pureit today!You can ask for a free home demonstration of Pureit. A trained Pureit Water Expert will visityour home and give you a detailed demonstration of how Pureit works.Benefits of HUL Pureit water purifier.
Dos The Pureit guarantee of getting water that is as safe as boiled water applies only if you ensure that the transparent chamber of the purifier and the tap are hygienically kept, and that germs are not introduced due to contact with hands, drying with a cloth, wash or any other means. Also after taking water from Pureit, if you store it in bottles, please ensure that these containers are clean and germ-free. You should only store water in the Pureit purifier, and not use other bottles and containers. If you do so, water may get re-contaminated. While washing the transparent chamber ensure that you have separated the transparent chamber from the polisher ™ and Cleansing-Collection chamber, so that there is no chance of water going into the polisher. Always use all the three components of the Pureit Germkill Kit™ together. Dont drink water from the purifier if any one of the Germkill Kit components is not fitted. You should ensure that the area around the purifier is kept clean. Keep all components of the Pureit Germkill Kit out of reach of children at all times. Ensure that the purifier is placed on a flat surface at all times, and never tilt the transparent chamber to take out water. If you ever want to shift the purifier, do so only after both the top chamber and batching chamber are empty. Otherwise the purifier may leak, and the purification process may get affected. Ensure that the nut in the transparent chamber is fully tightened by turning clock-wise. If not, water may leak. Always rely only on the red indicator to replace the battery. The auto switch-off is only an additional assurance of safety - in some cases, the input water quality may prevent it from functioning.Donts
Always clean the Pureit system only as described in the section on cleaning. Do not use anysoap or detergent. Ensure that you dont inadvertently introduce germs into the transparentchamber or the tap e.g. through your hands or by using a drying cloth. Always use purifiedPureit water for doing the last rinse of the transparent chamber, and then let it dip-dry.Do not normally wash the cleansing-collection chamber.Dont pour boiling or hot water into, or on the Pureit system. Similarly dont pour freezingcold 0 water (less than 10 C) into, or on the Pureit system.Do not pour hot water directly from an overhead tank or any other source in your Pureit ashot water uses up the Germkill Processor faster than normal. If required, allow the water tocool to room temperature before pouring it in the top chamber. For the same reason do notkeep your Pureit in hot surroundings like direct sunlight, near a stove or near a fridge.Never buy the Pureit system, or a Pureit Germkill Kit from an unauthorised source.Remember all you have to do is call us at the Pureit helpline, and we will deliver a newGermkill Kit to you at your home for a minimal delivery charge. Alternatively, you canvisit us at your nearest Pureit Safe Water Zone and buy a new battery.Dont in anyway try to open the three Pureit Germkill Kit components.Never use the system once the Pureit Germkill Processor Indicator shows a full red colour inthe window, with no white color visible.Dont expose any of the components to fire.Dont drop any of the components, or the purifier as a whole from a height. This may causethe components to fracture or break, and the guarantee of getting water as safe as boiledwater will no longer be valid.Dont put any chemical fluids in the Pureit system. This is meant strictly for drinking wateronly.If the transparent chamber is full, please do not fill water in the top chamber, otherwisewater will overflow from the transparent chamber.Do not try to open the Germkill processor.Do not pour water in purifier after battery turns fully red. This will prevent wateroverflowing due to auto switch-off. This ensures no one is accidentally hurt by slipping onthe overflow water. Also, no household item kept near purifier will get damaged by water.
Do not use the Germkill Batter Kit after expiry - which is post two years from the date of packaging. Do not keep the Pureit purifier in direct sunlight. Do not use water not intended for drinking in Pureit system e.g. abandoned or abused water bodies or water sources in which human, animal or industrial wastes are disposed.Frequent asked questions : What is the capacity of the Pureit system? The top chamber of Pureit Classic and Pureit Autofill has a capacity of 9 litres whereas the top chamber capacity of Pureit Compact is 5 litres, and the transparent chamber of Pureit Classic and Pureit Autofill has a capacity of 9 litres whereas the transparent chamber of Pureit Compact has a capacity of 5 litres. This has been designed such that for a typical family, the water has to be filled in the top chamber only once a day. However if more than 9 or 5 litres of water is required in a day ,depending on which Pureit you own, you can fill the top chamber as often as necessary and take the corresponding water out of the transparent chamber. How much water can the Pureit system purify in one day? Every time you fill the top chamber with water, all of it will get purified, and will collect in the transparent chamber within a few hours. So you can keep filling the top chamber as often as you need. However, you must ensure that there is one inch of empty space left in the transparent chamber, and that you don‟t then pour any more water into the top chamber. If you dont do this, or if you forget to withdraw water from the transparent chamber, the system has been designed to overflow from the side. You may repeat as many cycles a day as you require. What does one do if there is a problem in the flow of water from the top chamber into the batching chamber? This could happen in some situations where the purifier has been subjected to very bad quality water over a period of time, as a result of which the Activated Carbon FilterTM gets clogged. To alleviate this problem you need to do the following: Empty out water from the top chamber, and then take out the Activated Carbon FilterTM. Turn it upside down, and remove the plastic cover by gently pushing the notches outwards. Wash the black surface under water, while using your hands to gently rub the surface so as to remove accumulated dirt. Do not use any detergent, and do not use any scrubber. Refit the plastic cover. Now, take the bellow
pump that came along with your new Pureit and fill it with Pureit water. Fit the pump at thebottom of the Activated Carbon FilterTM. Hold the Activated Carbon Filter over a sink withone hand and squeeze the pump with the other hand to force the water through the ActivatedCarbon Filter. Repeat the cleaning procedure using the pump till no more dirt comes out ofthe Activated Carbon Filter (typically 5-7 times). The Activated Carbon Filter is now clean.Remove the pump. Then put the Activated Carbon Filter back into the top chamber.The Pureit system overflows if you fill the top chamber with water, when the lowertransparent chamber is full of water. Is this a problem?Yes, the Pureit system has been designed to overflow from the side. If you pour water in thetop chamber, and there is no space left in the transparent chamber. To prevent this fromhappening, do not pour water in the top chamber if less than one inch of space is left in thetransparent chamber. To prevent this from happening, follow the instructions in Point 2.Can one shift the purifier from one place to another?Yes, this can be done. If you are shifting the purifier from one location inside the home toanother, we would advise that you first remove the water from the top chamber, the batchingchamber, the transparent chamber, and the Cleansing Collection chamber, only then shift thepurifier. If you have to shift the purifier to a location outside your home you also need toensure that the purifier is properly packed for transportation. Do not use the purifier forgetting drinking water while it is being transported. Also, if the device is out of use for morethan 3 days, then on starting to use again, throw one cycle of water from transparent chamber.The water comes out of the polishing system in an intermittent manner. Is this a problem?No, this is not a problem. The system has been designed to start and stop every few minutes.This is to ensure that every batch of water coming out is always as safe as boiled water.How does one operate the tap?The tap is operated by pushing the handle rightwards and leaving it there for getting"continuous flowing water". If you push the handle leftward the water will flow for as long asyou keep pushing the handle. Do not attempt to push the handle forward and backward.If my water contained a very large amount of visible dirt and turbidity, can we pour it into thePureit system?We advise that you let the water stand in another container for some time until most of the dirtsettles down. Now pour the water into Pureit. This will ensure that the system does not getprematurely choked.How long will the Pureit Germkill Processor last?The Germkill Kit has been designed to give 1500 litres of water at a water temperature of25°C, in moderate humidity conditions.Since the Germkill Kit has been designed to work under varied temperature and water qualityconditions, there can be variations in the life of the Germkill kit due to the temperature of thewater. The Germkill Kit has been designed to give 1500 litres of water at a water temperatureof 25°C, in moderate humidity conditions. For higher temperatures the life will be lesser,where as for the lower temperatures, the life will be more. You can calculate how long willthe Germkill Kit will last for you. Just estimate your daily consumption of Pureit water (thiswill include Pureit water used for drinking, cooking or for any other purpose), and from thetable below you can find out approximately how long will the Germkill Kit will last for you.
For example, if consumption is 10 litres of water a day from Pureit your Germkill Kit will last for 150 days or 5 months. The Germkill Kit is also available for 2250 litres and 1000 litres. Call the Pureit Helpline to know more. How long does it take water to get purified? The average flow-rate of the Pureit will depend upon the quality of the water that is put into the Pureit system, and may also vary with the life of the Pureit Germkill Processor. The flow- rate through the system will typically be in the region of 30-150 ml/min. This means that 9 litres of water would get purified in 1-5 hours, depending on the quality of input water. Please note that the flow rate will be much higher than that in the beginning of the Pureit Germkill Kit life. Whenever you feel that the flow from your Pureit system has become unsatisfactorily low, you can wash Activated Carbon Filter. Cleaning will remove accumulated dirt on the Activated Carbon Filter and will improve the water flow. Please follow Activated Carbon Filter cleaning instructions mentioned in point 3. It must be remembered that the first time you use the system, and anytime else when you empty the Cleansing - Collection chamber (such as after prolonged nonuse) no water will come out into the transparent section for a few hours. This is because the Cleansing - Collection chamber has to get re-filled with water. What does one do if there is a problem in the flow rate of water through the micro-fibre mesh, after prolonged period of non-use? Sometimes, after a prolonged period of non-use, there could be a problem with flow rate of water through the micro-fibre filter. In such cases, to improve flow rate, soak the micro-fibre mesh in water for an hour before using.SAFETY: There is condensation in the transparent chamber of my Pureit system. Is this a problem? This normally happens because of temperature differences. It does not affect the working of your Pureit and you will continue to receive as safe as boiled water. Is the plastic of the purifier safe to use? The Pureit system, and the Germkill Kit has been made from good quality, food safe, non- toxic engineering plastics. These plastics will also not impart a smell to the water. Similar plastics are used in all high quality refrigerators. How hygienic is the tap? The tap will come in repeated contact with hands, bottles and glasses. You need to ensure that as a result of these contacts the tap does not get contaminated with germs. In case you do find that the mouth of the tap has become dirty, clean and disinfect it with a dilute disinfectant such as bleach / hypochlorite (50 ppm available chlorine) solution then discard the first 2 litres of Pureit water that flows through the tap. Can one get the water coming out of the Pureit purifier tested for germs? Yes, we can arrange to do that for you if you wish. Please call us on our Pureit helpline, and we will arrange to get a water test done for you. This service will carry a fee. Will Pureit remove salts and oils from water?
Water may contain many materials which affect the taste of water. Of these, Pureit removes materials like oil, sand, soil, clay, dirt, decayed animal and plant waste, and harmful pesticides impurities, and is therefore likely to improve the taste of water. However, Pureit does not remove some materials that may contribute to taste like sodium chloride salt, calcium and magnesium. Can one pour brackish water into Pureit? Yes, the water will be as safe as boiled waterTM, but there may not always be an improvement in taste. However by pouring brackish / sea water into the Pureit, there may be a risk of choking the system. Sometimes there is a chlorine-like smell near the Germkill Processor, is this a problem ? No, this is not a problem. You will continue to get absolutely safe, odor free, great tasting water from the transparent chamber. Water purified from Pureit has distinctive taste? The first batch of water that gets purified in your new Pureit, or from a new Germkill Kit, should be drained away when it collects in the transparent chamber. This batch of water may have a distinctive taste and needs to be drained out by opening the tap. It should be noted that even though the first batch of water may have a distinctive taste, it is completely safe, even if accidentally ingested. Once you drain away the first batch, you will get great tasting water in subsequent batches. Can there sometimes be particles in the water stored in transparent chamber? The first batch of water that gets purified in your new Pureit, or from a new Germkill Kit, should be drained away when it collects in the transparent chamber. This batch of water may contain some black particles that have got loosened from inside the polisher during transit. Black particles may also appear as a result of shifting or titling the purifier, or when you are using Pureit after several days. It should be noted that these black particles are a part of the Pureits polisherTM specially designed porous filter derived from natural coconut shell and are therefore completely safe, even if accidentally swallowed. To remove these black particles pour the collected water back into the top chamber and rinse the transparent chamber with Pureit water to remove any particles that may be stuck to the sides. Pureit didnt fully remove the colour from the input water. Is the water safe to drink? Pureit is designed to give water that is as safe as boiled water. However in some cases, as with colloidal clay suspensions and with soluble salts of calcium, magnesium, iron etc, the turbidity and colour may not be completely removed. In these cases please ensure that there are no deposits or scales in the transparent chamber - if these are there then clean them by using a disinfectant as indicated in question number 14. Rinse the transparent chamber thoroughly with Pureit water. Once this is done, the output water will be microbiologically as safe as boiled even if some colour persists.REPLACEMENT: What happens if some part of the purifier breaks accidentally? If some part of the purifier breaks accidentally, please call us on our Pureit helpline. We will arrange to send you a replacement part. You will however have to pay for the replacement .
GERMKILL KIT: How much water can one Germkill Kit purify? Pureit Classic and Autofill is designed to give 1500 litres of water at a water temperature of 25°C, in moderate humidity conditions. The Germkill Kit is also available for 2250 litres and 1000 litres. Visit the Germkill Kit section on the website to know more. How does one get a replacement for a Pureit Germkill Kit? When you need to replace your Germkill Kit, just call us on our Pureit helpline or visit us at Pureit Safe Water Zone. The helplines are open from 8 a.m. to 8 p.m., Monday to Sunday. Once you call, we will deliver the Pureit Germkill Kit to your home for a nominal delivery charge. Alternatively, you can visit us at a Safe Water Zone and buy a new Germkill Kit. This way you are assured of getting a genuine Germkill Kit. We would recommend that you keep a spare new Germkill Kit at home. Please beware of counterfeits from unauthorised sources. How much does a Pureit Germkill Battery Kit replacement cost? Please call up the Pureit helpline to find out the current cost of Pureit Germkill Kit. How does one replace the old Germkill Battery Kit?‟ Replacing the Activated Carbon Filter - First empty the top chamber of all water. Remove the old Activated Carbon Filter by turning it anti-clockwise, and pulling it out from the top chamber. Now remove the plastic cover from the old Activated Carbon Filter by pushing the two protruding notches outward. Take the new Activated Carbon Filter and refit the plastic cover. Now fit the new Activated Carbon Filter into the top chamber by turning it clockwise. Replacing Germkill Processor - Remove the Germkill Life Indicator and replace the exhausted Germkill Processor with the new one. Ensure that top chamber and batching chamber is empty before you remove the Germkill Processor, as otherwise chlorinated water spill out and may harm your clothes. Insert fully and ensure tightness. Replacing „Polisher - Separate the top, batching and the transparent chamber. Remove the nut in the transparent chamber by turning it anti-clockwise. Then separate the transparent chamber from the Cleansing-Collection chamber. To remove polisher cartridge, turn polisher lid anti- clockwise. Pull out the polisher assembly and turn it upside down. Take out the exhausted polisher cartridge and dispose off with solid waste. Insert new polisher cartridge in the polisher assembly such that „this side up‟ is at the top and tighten the bottom nut completely. Tighten the nut and put back the polisher assembly on the Cleansing-Collection chamber. Hold the stem of polisher assembly and rotate till the lid falls into the slot. Tighten the lid and rotate it clockwise. Then put the transparent chamber back, and tighten the nut completely by turning it clockwise. Now place the top chamber on top of the transparent chamber. Pureit is now ready to use. How do you dispose off a used up Germkill Battery Kit? Please replace the Germkill Kit (all three components) only when the Germkill Life Indicator turns fully red, and you can no longer see any white. Dont throw away a partly used, or an un- used Germkill Processor, or any of its components into the garbage. Once the life of the Germkill Kit is over, take the exhausted Battery Kit (all three components) out of the
purifier, and dispose off safely only with dry waste. The exhausted Germkill Kit should not be used for any other purpose, and in any other way, other than as indicated in this manual. The Germkill Kit, whether new, partly used, or fully exhausted must be kept away from children, and should not be put into a fire. SWOT ANALYSISSTRENGTHS1. Sound track record of profitability and growth.2. Respected management and reasonable competitive advantages.3. Strong position in the segment of its business.4. Emerging businesses and companies staging a turnaround etc.5. Vast customer base.6. Extensive distribution network.7. Good promotional activities.WEAKNESSESS1. Reduction in quality of the GKB.2. Dissatisfaction among customer due to lack of service.3. Lack of periodic training to the PWE. OPPORTUNITIES1. Rising level of income level creates huge investment opportunity.2. Increasing awareness in safe drinking water among people.3. Growing market of water purifier in urban as well as rural areas. THREATS1. Economic environment.2. Government policies.3. Political environment.4. Social environment VISION
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 fresh andclean, or by enjoying a great cup of tea, satisfying meal or healthy snack.A clear directionThe four pillars of our vision set out the long term direction for the company – where we want togo and how we are going to get there:We work to create a better future every dayWe help people feel good, look good and get more out of life with brands and services that aregood for them and good for others.We will inspire people to take small everyday actions that can add up to a big difference for theworld.We will develop new ways of doing business with the aim of doubling the size of our companywhile reducing our environmental impact.Weve always believed in the power of our brands to improve the quality of people‟s lives and indoing the right thing. As our business grows, so do our responsibilities. We recognize that globalchallenges such as climate change concern us all. Considering the wider impact of our actions isembedded in our values and is a fundamental part of who we are.
MARKET RESEARCHIntroduction:Usually it is said that if marketing would be a train, then market research would be the locomotive. Inother words, market research should ideally be the starting point of any marketing exercise. Conductingany marketing exercise - be it related to pricing, promotion or distribution of a product or service, withoutresearching the potential market is as sensible as setting out to sell sand in the Sahara Desert. Marketresearch provides the answers to all the questions that generally occupy the minds of marketers, at everystage of the marketing process.Growth Trends in Market ResearchIndia, fastest growing market research industry in the world, with growth rates at around 31 % (2009-10) .China is a distant second growing at 20 %. The size of the industry if of 595 crore, but the industry isgrowing rapidly with a lot of business coming from overseas. The business coming from overseasinvolves lot of outsourcing as cost advantages are enormous. The processing of data is almost 50%cheaper in India. The processing of data is almost 50% cheaper are in India than in developed countries.The outsourcing business amounts to almost for the 8 % industry and this figure is doubling in valueevery year.Key Players in Market Research:-
Scope of Market ResearchMany people think that marketing research is just a consumer survey, asking consumers about certainproduct or services. Though consumer research is an integral part of marketing research, the latter is quitea pervasive activity, covering the various types of marketing problems that confront the marketingmanager. There are various discussion confined to the market research which are as follows. Product Research Sales Research Customer Research Pricing Research
OBJECTIVESThe followings are the main objectives of this research project How to increase productivity of sales in Kiosks Competitive analysis of „PURE IT‟ To read the consumer behavior
METHODOLOGYType of research-Descriptive & Exploratory researchDescriptive study is a fact finding investigation with an adequate interpretation. It is the simplest type ofresearch and is more specific. Mainly designed to gather descriptive information and provides informationfor formulating more sophisticated studies. Descriptive research, also known as statistical research,describes data and characteristics about the population or phenomenon being studies.Scaling techniqueFor the measurement of variables, Nominal Scale is used which is the most widely used scale in marketresearch, where respondents specify their response to a statement.
DATA COLLECTION1. Primary Data(A).Questionnaire: - A set of questions related to the research topic was formulated. Response for eachquestions included in the questionnaire has been collected from the customers.(B). Interview: - Apart from collecting different responses from the customers some extra informationhas been obtained through face to face interviewing activity.2. Secondary Data Secondary research was done to build an in-depth understanding of the kiosk(outreach) Information from various published resources like India stat and other research bodies were also used to validate the market figures and cross-validate the data. Detailed analysis of secondary information was used to arrive at the specific frameworks provided in the report.3. Sampling methodology: The sampling methodology used is Non Probability samplingtechnique-Convenience sampling (A non probability sampling technique that attempts to obtain a sampleof convenient elements. The selection of sampling unit is left primarily to the interviewer)4. Sample size: I had chosen 50 samples for the analysis.5. Questionnaire: The questionnaire is formed in such a way that the information required for thestudy is acquired from each item i.e. questions. Here I have used Nominal scale of measurement tomeasure the respondent‟s responses with each of the series of the items in the form of statements. Therespondents category range from housewives & working women to working men.
6. Sampling design:I. Selection of study area: DELHI II. Selection of Sample size: 50 SCOPE AND IMPORTANCE OF THE STUDYThe project aims to get us out of the classroom and into the real world of companies/ competitors,markets, managers and customers. For me, it opens the way for walking into experiences. The ultimategoal of this research is enormous with its true sense. Physically and practically, it shows the potential forthe company and me. The scope of the project helps in analyzing the factors, which influence the referring behavior of customers. The scope is such that the study has been conducted by taking samples from different areas, which depicts the overall picture. The results obtained will give an overview of the different criteria based on which an existing customer can be used to generate sufficient leads for the company. The study can be helpful in taking decision so as to improve the approach towards customers for getting reference and service. This project also helps to know how an organization works in real environment and under different market scenario.Importance of Study:The main purpose of study is to increase the productivity of kiosk (outreach) regarding HUL Pure it waterpurifiers. The survey was conducted in Delhi area not all but only some parts have included for survey.Due to shortage of time it was not possible to cover the whole areas. Thus the scope of the study wascompleted with the time and resources available.
Direct MarketingDirect Marketing is a method which helps to create a direct connection with the potential consumer toobtain an immediate response and cultivate lasting consumer relationship.Hindustan Unilever limited is the company in India to doing direct marketing in water purifier. Today it isAsia largest direct selling organization. It has direct selling force touching 1.5 million Indian homes andadding 1000 customers daily. It has dealers and distributors across the country and operating in overtowns and cities.Advantages of Direct Marketing It is easy, convenient and private. Provides more choice to the consumer Consumers can avail best price as there is no middle men involved. Helpful for the companies to build a close and direct relation with the consumer. It saves the valuable time of the working and busy people.Disadvantages of Direct Marketing Consumer can‟t touch and feel the product before buying The scope of expansion is limited in this kind of marketing It has higher per person cost than other form of advertising. There is a great scope for misleading and deceiving customers by dishonest businessman. It may cause irritation to the consumer through unwanted mail and spam.
SELLING STRATEGY ADOPTEDBecause of the low interest and since the product benefits needs to be demonstrated to the customers,conventional distribution was not viable. Hence Hindustan Unilever limited chose the less traveled DirectSelling route.The Hindustan Unilever‟s sales man in water division is called PWE. It has three streams for selling ofproduct i.e. cold calls (door to door selling), outreach (Kiosk) and clinic (Hospital). It is a tough job forthese salesmen who have to go through the "cold calls" to get a sale. At one point of time, because of theaggressive nature of these sales persons, people became scared even to listen to these sales persons. Nowthis aggression has mellowed down to a more professional sales approach.Selling Strategy adopted by company are,1. Direct Selling- Door-to-Door Selling 2. Outreach (Kiosk) 3.Clinic (Hospital)Product SegmentationHindustan Unilever sells different water-purifiers on the basis of classifying their utility and priceaffordability. 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 /-
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 50 respondents. Research is done only in some parts of Delhi Respondents Fatigue. Researcher inexperience.
Competitive analysis of “Pure It”What is Competitive Analysis?Competitive Analysis is a process of gathering and analyzing information about competitors, theirpractices, products, strengths and weaknesses and business trends in order to assess our position in themarket and improve company‟s products and marketing strategies.What is the purpose of Competitive Analysis?In todays market, i must know what competitors are doing and what to do to stay ahead of thecompetition. Many businesses believe they are providing a good product to their customers, but do nothave reliable information showing how customers perceive their product or how it compares to thecompetition. A Competitive Analysis performed by an unbiased third party is an invaluable tool becauseit can help to company for identify ways to attract new customers, as well as keep the ones you havesatisfied with company‟s products. Strengths and weaknesses : How company‟s product stacks up against the competition and in what areas they have an edge over company‟s product and in what areas company‟s product is superior. Identify competitors : Verify who your primary and secondary competitors are. Improvements : How and in what areas company‟s product, processes, and practices must be improved to meet market demands or to stay ahead of the competition. Marketing : What improvements company needs to make in marketing approach - company may want to highlight why their product is ahead of the competition, or the unique features that consumers desire.
How can Competitive Analysis help establish company‟s product as a marketleader?Competitive Analysis gives to company a realistic view of their competition and the opportunity toidentify improvement 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.. Identify necessary changes in company‟s processes to reduce costs.A List of CompetitorsThe analysis begins with a list of Hindustan Unilever Limited (HUL) of water division Pure itcompetitors. Most of the time, such a list is comprised of what company co-considers to be its chiefcompetitors. However, there may be other companies that indirectly compete with HUL, ones that offerproducts 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. Kent 3. Usha Brita
4. Zero B 5. Godrej 6. TataCompetitor analysis has several important roles in strategic planning:• To help management understand their competitive advantages/disadvantages relative to competitors.• To generate understanding of competitors‟ past, present (and most importantly) future strategies.• To provide an informed basis to develop strategies to achieve competitive advantage in the future.• 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. Goodexamples include competitor annual reports and product brochures;• Observable data: This has to be actively sought and often assembled from several sources. A goodexample is competitor pricing;• Opportunistic data: To get hold of this kind of data requires a lot of planning and organizationWhat businesses probably already know their competitors? Overall sales and profits Sales and profits by market Cost 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 Customer satisfaction and service levels Distribution costs Size and quality of customer databases Advertising effectivenessStrategy - competitive advantageCompetitive advantage is an advantage over competitors gained by offering consumers greater value,either by means of lower prices or by providing greater benefits and service that justifies higher prices.Feature ComparisonCompared with other available water purification methods, Pureit is by far the best option, in terms ofsafety, convenience and affordability.
Key features Pure it Boiling Leading UV Kent filter process inline purifierRemoves harmful Viruses Need to boil Removes harmful Bacteria for 30-40 Removes harmful Min Parasites(causesamoebiasis, diarrhoea, etc)End-of-life indicator Advanced Auto Switch-off Great taste Improves clarity Removes odour Doesnt need expensive gas Doesnt need electricity Doesnt need continuous tap waterDoesn‟t need plumbing Doesnt need an expensive
maintenance contract Low initial cost Low on-going cost The above table shows that Pureit‟s initial price of Rs. 2000 and the ongoing price of only Re. 1for 4 litres of water is the most competitive offer in the market. This is because Pureit doesn‟tneed expensive gas, doesn‟t need electricity, doesn‟t need maintenance. Cost comparison across purification methods Method of purification paise/litre Cost of Pure it water 24 Cost of Kent water 35 Cost of boiling water 47 Cost of leading UV in-line purifier 64 Cost of 20 liters of leading bottled water brand 350 Cost of 1 liter of leading bottled water brand 1200Annexure QUESTIONNAIRE – I
NAME: ADDRESS : PHONE NUMBER : MARTIAL STATUS:- 1.MARRIED 2.UNMARRIED AGE :- 1. < 25 Yrs 2. 25-35 Yrs 3. 35-45 Yrs 4. 45 < Yrs PROFESSION:- 1. BUSINESSMAN 2. GOVT EMPLOYEE 3. CORPORATE/PVT EMPLOYEE 4. PROFESSIONAL 5. STUDENT 6. OTHERQ1) What is the source of safe drinking water in your house ? _____________________________________________________________Q2) Do you purify water for drinking after getting it ?Yes 2) NoQ3) How do you purify the water for drinking ?Candle FilterAqua GuardMineral Water CanBoilingR.OOtherQ4) Do you agree that safe and pure drinking water is a problem in your locality?Yes 2) NoQ5) Are you aware of various diseases ( like-Diarrhea , Jaundice , Typhoid , Cholera
etc) which are caused by dirty water ?Yes 2) NoQ6) How many members are there in your house (including children) ? ______________________________________________________________Q7) Have you heard about HUL Pure it Water purifier?Yes 2) No If Yes from where?T.VRadioNewspaper/ Other print mediaFriends / Neighbour / Relatives etcOtherQ8) If you don‟t know about Pureit . Do you want to know about it ?Yes 2) NoQ9) Do you know Pureit removes all the physical, chemical and microbiological Impurities dissolved in water?Yes 2) NoQ10)Do you know that Pureit is the only water purifier in India which is approved by EPA(Environmental Protection Agency ) USA ?Yes 2) NoQ11)Do you know that Pureit water purifier gives you 4 Liter of safe drinking water In just 1 Rupee?Yes 2) NoQ12)Do you know that HUL Pureit water purifier gives you safe drinking water which is “As Safe As Boiled Water “ ?Yes 2) NoQ13)Are you interested in taking DEMO of the product ?Yes 2) NoDate : Name of the PWE :--/--/---- _________________QUESTIONNAIRE – II
Feed Back Questions :Q1) Do you know Pureit Helpline number ? 1) Yes 2) NoQ2) Do you know where to get information on usage, cleaning of Pureit device or Any other queries about Pureit ? 1) Yes 2) NoQ3) Do you Know when should you order for a new germ kill battery(GKB) ? 1) Yes 2) NoQ4) Do you know how to update a change in your phone number and/or address so that you can access Pureit service ? 1) Yes 2) No
DATA PRESENTATION & ANALYSISThe following data and information has been obtained through research activity.Fig 5.1: Frequency of the respondents who have water purifier FREQUENCY 52 51 50 52 Yes 49 No 48 47 48 46 Yes NoINTERPRETATIONThe total no. of respondents includes in the research is 100.Out of 100 respondents, 48 % (48) ofpeople have a water purifier and 52 % (52) people have not water purifier.Fig 5.2: Frequency and Percentage of respondents “which company water purifier, you areusing and will use”?
FREQUENCY PERCENTAGE 50 Eureka Forbes Eureka 45 Forbes 40 HUL 35 Pure it 9 HUL 30 7 Pure it Kent 25 50 10 Kent 20 Philips 15 50 Philips 10 10 14 10 10 Whirlpo 5 7 9 0 ol Whirlpo Any 14 ol Other 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 only thiscompany‟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 purifierFig 5.3: Percentage of respondents about electricity?
PERCENTAGE 28 Yes No 72INTERPRETATIONThe above data tells about electricity of water purifier, that is the water purifier is working withelectricity or without electricity. Out of 100 respondents, 72 % (72) of people have given theirview that „yes‟ and 28 % of people have given their view „No‟.Fig 5.4: Frequency and Percentage of respondents “before buying product, know about theproduct or want to see demonstration”
FREQUENCY PERCENTAGE 80 10 70 Yes 60 12 Yes 50 No No 40 78 Dont 30 Know Dont 20 78 Know 10 12 10 0 Yes No Dont KnowINTERPRETATIONThe above data has given, before buying the water purifier; people want to know the product orwant to see demonstration of the product.78 % of people have given their view „Yes‟, they wantto know the product details.12 % of people have given their view „No‟, they don‟t want to knowthe product details or product knowledge .10 % of people have given their view „don‟t know‟.Fig 5.5: Frequency and Percentage of respondents about taste good, odorless and looksclear
FREQUENCY PERCENTAGE 80 70 Yes 11 Yes 60 9 50 No No 40 80 30 Dont Dont 20 Know Know 80 10 11 9 0 Yes No Dont KnowINTERPRETATIONThe above data has given the frequency and percentage of respondents about taste of water is good,odorless, looks clear. Out of 100 respondents, 80 % of people have given their view „YES‟. the taste ofwater is good, odorless and looks clear.9 % of people have told „NO‟, the taste of water is good, odorlessand looks clear and 11 % of people have given their view „don‟t know‟ about taste of water.Fig 5.6: Frequency and percentage of respondents about cost of water purifier
FREQUENCY 40 Rs. 1000- 35 Rs. 5,000 30 25 Rs. 6,000- 20 37 Rs. 10,000 15 27 10 20 16 Rs. 11,000- 5 Rs. 15,000 0 More than Rs. 15,000 FREQUENCY Rs. 1000- 16 Rs. 5,000 37 Rs. 6,000- Rs. 10,00020 Rs. 11,000- Rs. 15,000 More than 27 Rs. 15,000
INTERPRETATIONThe above data has given about frequency and percentage of cost of water purifier. Thepercentage of people who are using or want to buy water purifier in the cost range Rs 1000 to Rs5000 was found 37 % .The percentage of people who are using or willing to buy water purifier inthe cost range Rs 6000 to Rs 10000 was found 27 % . The percentage of people who are using orwilling to buy water purifier in the cost range Rs 11000 to Rs 15000 was found 20 % . Thepercentage of people who are using or willing to buy water purifier more than Rs 15000 wasfound 16 % .Table 5.7: Frequency and Percentage of respondents about service after salesSERVICE AFTER SALES FREQUENCY PERCENTYes 64 64.0No 36 36.0Total 100 100.0
FREQUENCY PERCENTAGE 70 60 50 36 40 Yes Yes 64 30 No No 64 20 36 10 0 Yes NoINTERPRETATIONThe above data has given frequency and percentage of respondents about service after sales.64 %of people have given their view that after sales , service is good and 36 % of people have giventheir view that service is not good.Fig 5.8: Frequency and Percentage of respondents about „where to prefer to buy the waterpurifier
PERCENTAGE FREQUENCY 50 Retail 45 Outlet 40 Retail 35 30 Outlet 30 49 Franchisee 2549 Dealer Franchisee 20 15 30 Dealer 21 10 5 Demo at 21 Demo at 0 your your doorstep doorstepINTERPRETATIONThe above data has given frequency and percentage of respondents about where to prefer to buythe water purifier 1)Retail Outlet 2)Franchisee dealer 3) Demo at your doorstep. Out of 100respondents, 49 % (49) of people prefer to buy water purifier from demo at your doorstep, 30 %(30) of people prefer to buy water purifier from retail outlet and 21 % (21) of people prefer tobuy water purifier from franchisee dealer.Fig 5.9: Frequency and Percentage of respondents about warranty of water purifier
FREQUENCY45403530 6 Months25 43 1 year20 4015 2 Year10 17 5 0 6 Months 1 year 2 Year PERCENTAGE 6 Month 17 s 43 1 year 40 2 Year
INTERPRETATIONThe above data has given frequency and percentage about warranty of water purifier. 43% ofrespondents have given their view, 6 month warranty period of water purifier. 40 % ofrespondents have given their view, 1 year warranty period of water purifier. 17% of respondentshave given their view, 2 year warranty period of water purifier.Fig 5.10: Frequency and percentage of respondents about what comes your mind first i.e.Price or Health & Safety or Both Frequency PERCENTAGE 45 40 35 Price 16 Price 30 25 Health & 45 Health & 45 20 39 Safety Safety 15 Both Both 10 16 39 5 0 Price Health & Both SafetyINTERPRETATIONThe above data has told, frequency and percentage of respondents about what comes customersmind first i.e. Price or Health or Both. Out of 100 respondents, 45 % of respondents have giventheir view that both that is price as well as health and safety.
CONCLUSIONI had conducted the market survey in the town of DELHI & NCR.I had chosen the product as „Pure It‟ because people are very cautious about their health these days andare very particular about their drinking water. In such a scenario most of the people areusing 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 cameto know about the different views of these people.After the survey I came to a solution that the people of DELHI & NCR are very much aware of Pure itwater purifier and maximum of them are satisfied with the product. I came across some people who areusing Pure it water Purifier for more than 2 years. Although maximum people are satisfied withthe product but still there a pinch of dissatisfaction among some of the consumers. But the ratios of thesepeople are negligible.The survey has showed and proved that Hindustan Uniliver Limited is enjoying amonopoly in the markets of DELHI & NCR,. Now a day, HUL is competing with Eureka Forbes. I havefound out from the survey that people use the word “Pure it” as a generic name for all water purifiersno matter to which company and brand it belongs to. Moreover my survey has showed that mostof the people are using Pure it water Purifier in their work place as well as in their homes.
RECOMMENDATIONSAs per the survey done following were the recommendations of the survey: Price structure should be revised Customer service is something which company should pay more attention at. All models not available for display in retail outlets and also brochures should be made available. Sales person at the retails counters should have proper knowledge about the product. Should focus more on brand awareness. Technological & other aspects should be re considered and re-christened Should focus on more sku