1. SUMMER INTERNSHIP REPORT Hindustan Unilever Pureit MARKET RESEARCH ON WATER PURIFIER PRODUCT NAME- PURE ITSUBHEADING: HOW TO ACHIEVE 100% MANNING IN HUL BY SANDEEP SINGH BHATIA IMM-09-II-247
2. ACKNOWLEDGEMENT I feel great pleasure for the completion of this project. At the very outset Iwould express my sincere thanks and deep sense of gratitude to personnelwho helped me during the collection of data and gave me rare and valuableguidance for the preparation of this report.I take this opportunity to express my deep sense of gratitude andappreciation to my project guide Mr. ANKUR CHAWLA (TERRITORYSALES MANAGER ) for assistance, motivation, and being a continualsource of encouragement for me.I am thankful to my project guide Mr. SURENDRE MANKASH for histimely guidance, cooperation and encouragement.I also express my gratitude towards my parents and sincere thanks to myfriends, well wishers for their encouragement and kind co-operation tocomplete this report.
3. DECLARATIONI, SANDEEP SINGH BHATIA of PGDBM (2009-11) studying at IMM(INSTITUTE OF MARKETING AND MANAGEMENT), NEW DELHI,solemnly declare that the project work titled- „‟ MARKET RESEARCH ONWATER PURIFIER” was carried out by me at HINDUSTAN UNILEVER,in partial fulfillment of the MBA program me.This program me was undertaken as a part of academic curriculumaccording to the University rules and norms and by no commercial interestand motives. SANDEEP SINGH BHATIA
4. TABLE OF CONTENTSSR. NO. PARTICULARS PAGE NO. 1 Introduction To Market Research 1-2 1.1 Introduction 1 1.2 Key Players in the market 1 1.3 Scope of Market Research 2 2 Introduction To The Company 3-6 2.1 Company Profile 3 3 Brief about Pureit 7-11 4 How To Achieve 100% Manning 12 4.1 How to recruit 13 4.2 Sources of recruitment 14-18 4.3 How to keep employees happy 5 Comparative Analysis 19 5.1 Research & Analysis 20-29 6 Sample Questionnaire 30-31 6.1 Graphs & Pie-charts 32-34 FINDINGS OF THE PROJECT & 7 35 RECOMMENDATIONS 8 BIBLOGRAPHY 36
5. 1 Market Research1Introduction: Usually it is said that if marketing would be a train, then market researchwould be the locomotive. In other words, market research should ideally bethe starting point of any marketing exercise. Conducting any marketingexercise - be it related to pricing, promotion or distribution of a product orservice, without researching the potential market is as sensible as setting outto sells and in the Sahara Desert.Market research provides the answers to all the questions that generallyoccupy the minds of marketers, at every stage of the marketing process.Growth Trends in Market ResearchIndia, fastest growing market research industry in the world, with growthrates at around 31 % (2006-07). China is a distant second growing at 20 %.The size of the industry if of 595 crore, but the industry is growing rapidlywith a lot of business coming from overseas. The business coming fromoverseas from overseas involves lot of outsourcing as cost advantages areenormous. The processing of data is almost 50% cheaper in India than indeveloped countries. The outsourcing business amounts to almost for the 8% industry and this figure is doubling in value every year.Key Players in Market ResearchDun Bradstreet (D&B)Information Resource IncorporationNPD Group InformationA .C. Nielsen India Pvt. Ltd.Maritz ResearchNFO Research IncorporationICMR (Indian Council of Market Research)IMRB (Indian Market Research Bureau)
6. 2Scope of Market ResearchMany people think that marketing research is just a consumer survey, askingconsumers about certain product or services. Though consumer research isan integral part of marketing research, the latter is quite a pervasive activity,covering the various types of marketing problems that confront themarketing manager. There are various discussion confined to the marketresearch which are as follows. Product Research Sales Research Customer Research Pricing Research Advertising Research
7. 3 COMPANY‟S PROFILEDate of Establishment 1933Revenue 4275.18 ( USD in Millions )Market Cap 591452.8929621 ( Rs. in Millions ) Hindustan Lever House,165/166 Backbay Reclamation, Mumbai-400020, Maharashtra www.hll.comManagement Details Chairperson - Harish Manwani MD - Nitin Paranjpe Directors - A Narayan, Ashok K Gupta, C K Prahalad, D S Parekh, D Sundaram, Dhaval Buch, Douglas Baillie, Gopal Vittal, Harish Manwani, Nitin Paranjpe, Pradeep Banerjee, R A Mashelkar, S RamadoraiBusiness Operation Household & Personal ProductsBackground Hindustan Unilever (HUL) is the largest fast moving consumer goods (FMCG) company, a leader in home & personal care products and foods & beverages. HULs brands are spread across 20 distinct consumer categories, touching lives of every 2 out of 3 Indian.It has employee strength over 15000 & 1200 managers. It has created widespread network through its 2000 suppliers & associaties.There 75Financials Total Income - Rs. 208102.045 Million ( year ending Mar 2009) Net Profit - Rs. 25007.057 Million ( year ending Mar 2009)Company Secretary Ashok K GuptaBankers Lovelock & LewesAuditors
8. 4Hindustan Lever Ltd (HLL) is Indias largest Fast Moving Consumer Goods (FMCG) Company. HLLs brands like Lifebuoy, Lux, Surf Excel, Rin,Wheel, Fair & Lovely, Ponds, Sunsilk, Clinic, Pepsodent, Close-up, Lakme, Brooke Bond, Kissan, Knorr-Annapurna, Kwality Walls are household names across the country and span a host of categories, such as soaps, detergents, personal products, tea, coffee, branded staples, ice cream andculinary products. These products are manufactured over 40 factories across India and the associated operations involve over 2,000 suppliers andassociates. Hindustan Lever Limiteds distribution network comprises about4,000 redistribution stockiest, covering 6.3 million retail outlets reaching theentire urban population, and about 250 million rural consumers. HLL is also one of Indias largest exporters. It has been recognized as a Golden Super Star Trading House by the Government of India. Presently, HLL has over 16,000 employees including over 1,200 managers. Its mission is to "add vitality to life." The Anglo-Dutch company Unilever owns a majority stake in Hindustan Lever Limited.In the late 19th and early 20th century Unilever used to export its products to India. This process began in 1888 with the export of Sunlight soap, which was followed by Lifebuoy in 1895 and other famous brands like Pears, Lux and Vim soon after. In 1931, Unilever set up its first Indian subsidiary, Hindustan Vanaspati Manufacturing Company, followed by Lever Brothers India Limited (1933) and United Traders Limited (1935). The three companies were merged in November 1956 and the new entity that came into existence after merger was called as Hindustan Lever Limited. HLL offered 10% of its equity to the Indian public, and it was the first among theforeign subsidiaries to do so. Currently, Unilever holds 51.55% equity in the company while the rest of the shareholding is distributed among about 380,000 individual shareholders and financial institutions. Brooke Bond entered Indian market in 1900 and in 1903 it launched Red Label tea in the country. In 1912, Brooke Bond & Co. India Limited was formed. Unilever acquired Brooke Bond through an international acquisition. Similarly, Liptons link with India date back to 1898. Unilever acquired Lipton in 1972 and in 1977 Lipton Tea (India) Limited wasincorporated. Ponds (India) had been in Indian market since 1947. It joined the Unilever ranks through an international acquisition of Chesebrough Ponds USA in 1986.
9. 5The liberalization of Indian economy in 1991 and subsequent removal of the regulatory framework allowed HLL to explore every single product and opportunity segment, without any constraints on production capacity. The 1990s witnessed a string of crucial mergers, acquisitions and alliances. In 1992, the erstwhile Brooke Bond acquired Kothari General Foods, with significant interests in Instant Coffee. In 1993, it acquired the Kissan business from the UB Group and the Dollops Ice-cream business from Cadbury India. In one of the most talked about events of Indias corporatehistory, the erstwhile Tata Oil Mills Company (TOMCO) merged with HLL, effective from April 1, 1993. In July 1993, Brooke Bond India and Lipton India merged to form Brooke Bond Lipton India Limited (BBLIL). Brooke Bond Lipton India Limited launched Walls range of Frozen Desserts in 1994 and by the end of the year, HLL entered into a strategic alliance withthe Kwality Ice cream Group families. BBLIL merged with HLL, with effect from January 1, 1996. HLL has also set up a subsidiary in Nepal, Nepal Lever Limited (NLL). The NLL factory manufactures HLLs products like Soaps, Detergents and Personal Products both for the domestic market and exports to India. In January 2000, as part of its divestment strategy, the government decided to award 74 per cent equity in Modern Foods to HLL. In 2002, HLL acquired the governments remaining stake in Modern Foods. In February 2007, the company has been renamed to "Hindustan Unilever Limited" to strike the optimum balance between maintaining the heritage of the Company and the future benefits and synergies of global alignment with the corporate name of "Unilever" .
10. 6 Corporate PurposeOur purpose in unilever is to meet the everyday needs of people everywhere – to anticipate the aspirations of our consumers and customers and to respond creatively and competitively with branded products and services which raise the quality of life . Our deep roots in local cultures and markets around the world are ourunparalleled inheritance and the foundation for our future growth. We willbring our wealth of knowledge and international expertise to the service of local customers – a truly multi-local multinational.Our long term success requires a total commitment to exceptional standards of performance and productivity, to working together effectively and to a willingness to embrace new ideas and learn continuously. We believe that to succeed requires the highest standards of corporate behavior towards our employes, consumers and the societies and world in which we live.This is unliver‟s road to sustainable, profitable growth for our business and long term value creation for our shareholders and employees.
11. 7 BRIEF ABOUT PUREITPureit – a water purifier designed and developed to provide “AS SAFE ASBOILED WATER.”PERFORMANCE – Pureit removes visible dirt, kills all harmful virusesand bacteria, removes parasites and pesticide impurities giving you waterthat is „AS SAFE AS BOILED WATER.‟ADDITIONAL FEATURES-Great sensorial – clear, odour-free water: removes organics, pesticides,suspended matter (turbidity).-Anytime, anywhere performance: works -without electricity -without piped water
12. 8-Convenience – No hassles of boiling, No maintenance Costs like plumbing-Cost – Rs.1/- for every 4 Liters of water.The Technology- Chlorination of water is a known fact and is used as a worldwidephenomenon by municipal corporations for supply of potable water.- It kills all bacteria and viruses in water.Pureit is a water purifier made by Hindustan Unilever. It is sold in India.Pureit is claimed to meet the E.P.A. germ kill criteria but it has not beensubstantiated whether actual EPA Guide Protocol has been used. There aredoubts whether PureIt actually meets the germ kill critria under the actualEPA Guide Protocol. Moreover, during a legal battle in Mumbai High Courtin 2009, some evidence was presented that the chlorine tablet used in PureItis not approved by EPA (under EPA Registration requirements for chemicaldisinfectants under United States FIFRA laws) for in-home water purifiers,and therefore, the use of EPA in PureIts marketing literature was argued tobe misleading. EPA registration requires proving that the chemical poses norisks to public, animal or aquatic life in the proposed end-use format, such asan in-home water purifier like PureIt. No further information is available asthe case was settled out of court
13. 9Purification MechanismA Pureit consists of four stages of purification: a „MICRO FIBREMESH(MFM), a „COMPACT CARBON TRAP‟ (CCT), a GERMKILL PROCESSOR(Chlorine cartridge) and a „POLISHER‟. Themicrofibre mesh is a sieve, which filters out visible dirt. The compact carbontrap removes parasites and pesticides. The germ kill processor whichcontains a form of chlorine, which removes bacterial and viral content. Thepolisher improves smell and clarity of water and removes the residual formof chlorine from the water. Hindustan Unilever collectively calls these partsthe germkill battery kit or the batteryPureit form and specificationsPureit is a self-contained water purifier. It has dimensions (H X W X D) of61 X 29 X 26 cm, and weighs 4.1 kg.The Germkill battery kit purifies 1,500 litres of water at 25° C in moderatelyhumid conditions. Its expiry date is 2 years from manufacture and comeswith an end of life indicator.The plastic parts and the Germkill battery kit are made using food safe, non-toxic, engineering-grade materials.
14. 10HistoryPureit was initially launched by Hindustan Unilever Ltd. in the southernIndian city of Chennai in 2005. The brand was rolled out across India inphases, with full national presence having been established in the first half of2008.ClaimsPureit claims complete protection from water-borne diseases caused bygerms.Pureit claims to be As Safe As Boiled Water. This is also their tag line.Pureit website claims it meets E.P.A. germ kill criteria, though it has notbeen adequately substantiated.Institutions that have tested PureitPureit has been tested by numerous institutions around the globe.Medical institutionsSRL Ranbaxy Clinical Reference Laboratories, Mumbai, Maharashtra.Sundaram Medical Foundation, Chennai, Tamil Nadu.King Institute of Preventive Medicine, Chennai, Tamil Nadu.Apollo Hospitals
15. 11Scientific institutionsIndian Public Health Association, Kolkata.Institute of Public Health Engineers, Kolkata.National Institute of Cholera and Enteric Diseases, Kolkata.Central Food Technological Research Institute, Mysore, Karnataka.National Environmental Engineering Research Institute, Chennai, TamilNadu.International institutionsLondon School of Hygiene and Tropical Medicine, UK.Scottish Parasite Diagnostic Laboratory, Glasgow, UK.
16. 12How To Achieve 100% Manning In Hindustan Unilever (Pure It) Organizational Structure VICE PRESIDENT GENERAL MANAGER ZONAL MANAGER Sr. SALES MANAGER AREA SALES MANAGER TERRITORY SALES OFFICER TEAM LEADER SALES EXECUTIVE
17. 13 What Is Recruitment? Or How Hindustan Uni Le ver Will EmployeeIts Sales Force?Recruitment refers to the process of attracting, screening, and selectingqualified people for a job at an organization or firm. For some componentsof the recruitment process, mid- and large-size organizations oftenretain professional recruiters or outsource some of the process to recruitmentagencies.The recruitment industry has five main types of agencies: employmentagencies, recruitment websites and job search engines, "headhunters" forexecutive and professional recruitment, niche agencies which specialize in aparticular area of staffing and in-house recruitment. The stages inrecruitment include sourcing candidates by advertising or other methods,and screening and selecting potential candidates using tests or interviews.
18. 14What Are The Sources From Which The Company Can Recruit TheirPotential Sales Force?Some Schemes Organised By Hindustan UnileverFor Achieving 100% Manning And Employee SatisfactionSambandh Programme By Pure It- 1. Earn Rs 1000/- for referring a friend 2. No limit on referral number 3. Both the referring depute and referred depute has to be active .
19. 15 4. All PWE are eligible for this reward 5. Rs 500 on selection of every referralFollowing Are the Certain Measures As Per My Finding That CompanyCan Undertake To Achieve Their Objective In light of today‟s economic landscape, it‟s more important than ever forcompanies to have happy and productive employees. When employees areloyal and engaged in the company, profits are higher. Conversely, whenpeople feel unmotivated or undervalued, the company suffers. Additionally,studies show that engaged employees miss less work, perform better, and aremore supportive of changes and willing to make them happen. But keeping employees happy in any economy is hard work. Why?Because happiness is, primarily, an inside job. In other words, happinesscomes from within a person. However, friends, family and employment canadd to or detract from someone‟s happiness level. So if the workplace isstressful and/or painful things are happening, such as “back-stabbing” andgossiping, employees‟ production goes down.
20. 16 Happy employees are also satisfied and feel a sense of accomplishmentin their work. They like themselves and what they do, and they findsatisfaction from their work – a sense that what they do is important andmeaningful. Such feelings reduce stress, which is a major factor ofproductivity. In order to make your workplace one where happiness and productivitythrive, consider the following guidelines. Be a “good” employer: A “good” employer is one who sets clearexpectations to employees, including what is to be done, when it is to bedone by, and where it goes after they complete their responsibilities. Withinthese expectations, you need to set clear boundaries demonstrate healthyleadership and provide sound direction. This means spelling out rules,regulations, policies, and procedures. While you can usually accomplish thisby creating a comprehensive employee manual, a good employer or managerwill also use the “personal touch” by talking with employees in group andone-on-one settings. Whatever expectations you set, make sure they are consistent with allemployees. Include such things as clocking in early, break times, lunchhours, etc. For example, is it acceptable to clock in early and leave workearly? Are breaks mandatory? Will an employee be “docked” if theyconsistently take too long for lunch? The more issues and expectations yououtline, the fewer problems arise, which leads to productive workers. Help employees to feel valued: Be encouraging to your employees andoffer praise when appropriate. Thank employees for doing a good job and letthem know that you value them. Should something go wrong or someonemakes a mistake, don‟t “punish” the person. Rather, talk to the person; teachthe correct procedures, and offer encouragement and further teaching whenneeded. Remember that punishing people only makes things worse in thatthe employee may become angry and bitter and may want to sabotage theirwork to get back at the company. If errors continue after correction, then youmay need to evaluate that person to make sure he or she is a good fit for thejob. As an employer, you have an excellent opportunity to make a differencein your employees‟ lives. This may mean a smile, asking how their family is,or asking about their interests or problems. If you sense that someone isdepressed, help that person get the necessary resources, as employees withdepression have higher absenteeism, increased health problems, and
21. 17decreased performance. Remember that we are all humans working togetherto get through life. We need to care about each other to get the best results.Create a productive atmosphere: The physical layout of the office isimportant to maximizing productivity. People need enough room to work,the correct supplies/materials, and a comfortable and pleasant environment.Make sure all equipment is designed ergonomically so that it positivelymotivates workers by helping them with their needs to do the work. Ecotherapy is another element of a productive environment. Some factorsof ecotherapy include: Make sure the environment has live green plants. People feel better about themselves, their jobs, and the work they perform when they feel a connection to nature around them. In fact, workers who are near plants or windows report significantly higher job, boss, and co-worker satisfaction than those without. They also report being happier. If live plants are not an option, pictures or murals of outdoor scenes have some benefit. Give employees healthy air to breathe. Indoor air pollution is a serious problem in buildings. Change air filters regularly, and if appropriate, allow employees to keep their windows open. Utilize real sunlight when possible. If offices or workspaces don‟t have window access, install full spectrum or plant light bulbs in all fixtures, including overhead florescent lights. Offer healthy food choices in the cafeteria or break room. Healthy food helps people think better, improves mood, and increases energy levels. Do a healthy food challenge at work to encourage people to eat better. Also, have a restaurant bring in healthy food occasionally for a catered lunch. Allow employees to personalize their work space, within reason. We all need a place to call our own. Make the workplace family friendly. Life balance is a major stressor for people. Therefore, allow workers to take time off for school events or to stay home with mildly ill children without using sick or vacation days. If possible, offer child care near or on premise. Research has shown the employer can subsidize the care because it saves so much
22. 18 money from decreased absenteeism. Offer 13 weeks of maternity leave and also some paternity leave, and have elder care resources and referral services and/or dependent care assistance plans in place.Get people involved: Create a comprehensive employee manual that is clearand simply written. In it include procedures for handling every imaginablescenario, including family emergencies. Ask employees for their ideas forthe manual so they feel a sense of ownership with the company. Additionally, help employees feel involved by having regular meetingswhere everyone can voice their opinions and concerns. This has an addedbenefit in that the company can gain valuable information about productsand concerns that will hurt the bottom line. Also, host special employeeevents where the family can be involved, such as picnics, fairs, workshops,etc. The more sense of “family” you can create, the more productive peoplewill be. Finally, have a designated charity where people can donate both moneyand time. This helps each person to see the larger picture. Research indicatesthat people feel better and have better lives when they volunteer. It alsohelps the company‟s bottom line by increasing employees‟ performance anddemonstrating to the community that the company cares. Keep „Em Happy; Keep „Em Working: When workers feel that theyare a dynamic and essential part of the team, they are more productive andwilling to go the extra mile for their customers and co-workers. Therefore,give praise openly, set goals appropriate to the work, and always take youremployees‟ needs seriously. By respecting and listening to your staff, you‟llbe giving them the motivational push they need to stay loyal and committedto the company‟s goals. And when you have a happy and productiveworkforce that is eager to contribute, your company can weather anyeconomic storm
23. 19 COMPARATIVE ANALYSIS HINDUSTAN UNILEVER LTDBRAND NAME EUREKA FORBES LTD (HUL) IMAGEMODEL AQUASURE PURE-ITPRICE Rs 2990/- Rs 2000/-MACHINE FEATURESType of Water Purifier Storage StorageStorage Capacity (Litres) 13 ltrs 18 ltrsMETHODS OF PURIFICATIONPurification Stages 4 4Pre-Filter Purification Yes YesSilver-Impregnated Activated Carbon Yes YesCandle-Filter Purification No NoUltra-Violet Purification No NoReverse Osmosis No No Germkill Processor and UniqueOther Methods Active Disinfectant / Special Carbon PolisherMAKE AND PHYSICAL FEATURESMaterial of Body ABS Plastic Foodgrade ABS PlasticColours Available White-Blue Royal Blue – BurgandyPOWER REQUIREMENTPower Required N-A N-APower Consumption (Overall) (Watts) N-A N-APower Consumption (UV Lamp) (Watts N-A N-ADIMENSIONSWidth (mm) 302 290Depth (mm) 302 260Height (mm) 540 610Weight (Kgs) 3.2 6.1AFTER SALES SERVICE /Warranty Period (Years) 1Yr LifetimeHelp line no 39883333 9223600600Turnaround Time 24-48 hrs 24 hrs flatCharges If out of warranty No charges
24. 20 MARKET RESEARCH QUESTIONAREOBJECTIVE: To do a in-depth survey of water purifiers available in themarket and to arm you with the information with which you can select thebest water purifier device suitable for your home. 1. Do you use any kind of water purifier at home? o Yes o No 2. If yes, which purifier do you use? o Aquaguard or Aquasure o Pureit o Kent water purifier o Philips o Whirlpool pura fresh o others 3. Does your water purifier give as safe as boiled water? o Yes o No o Don‟t Know 4. Does the water purifier ensure that water is not wasted while purifying? o Yes o No o Don‟t know 5. Does it remove pesticide impurities from drinking water? o Yes o No o Don‟t know 6. Does your water purifier consume more electricity? o Less than 25 watts o More than 25 watts o Don‟t know
25. 21 7. How frequently do you need to change the candle in your purifier ? o Once every year o Twice every year o More than mentioned 8. Does your purifier provide facility to drain out stagnant water? o Yes o No o Cant say 9. Does the water after purification taste good, is odorless, and looks clear? o Yes o No o Don‟t know 10.What technique does your water purifier uses? o Ultra violet (UV) o Reverse Osmosis (RO) o E-boiling 11.What price do you think is appropriate for a water purifier? ------------------------------------------------------------------------------------ ------------------------------------------------------------------------------------ 12.Is your water purifier backed by dependable after sales service? o Yes o No o Exceptional 13.Does your water purifier comes with warranty if yes how much? o One Year o Three Year o More than above 14.Have you recently come across any kind of marketing activities for purifiers? o Road shows(Kiosk) o TV Commercial o Visual Merchandising o Direct Marketing
26. 22 15.Where do you prefer to buy a water purifier from? o Retail Outlets o Franchisee dealers o Direct Marketing (Doorstep) 16.While buying any water purifier what comes to your mind first? o Price o Health o Both Price & HealthName:Age :Sex:M/FAddress:Occupation:Contact No (R):(O):(Mob):
27. 23 SURVEY DONE ON SAMPLE SIZE OF 100 PEOPLE Do you use any kind of water purifier at home? o Yes o No Number of people using water purifier yes no 0% 40% 60%
28. 24 If yes, which purifier do you use? o Aquaguard or Aquasure o Pureit o Kent water purifier o Philips o Whirlpool pura fresh o Others 50 45 40 35 30 25 20 15 10 5 0 Aquaguard Pureit Kent Water Philips Whirlpool others or Aquasure PurifierDoes the water purifier ensure that water is not wasted while purifying? o Yes o No o Don‟t know
29. 25 Yes No Dont Know 5% 50% 45%Does your water purifier consume more electricity? o Less than 25 watts o More than 25 watts o Don‟t know Less than 25 watts More than 25 watts Dont Know
30. 26 How frequently do you need to change the candle in your purifier? o 3 months o 6months o Once in a year o More than a year 20 18 16 14 12 10 Pure-It 8 Aquasure 6 4 2 0 3Months 6 Months Once in Year More than yearComment on the price of your water purifier? Affordable High Should be Revised Affordable Should be 20% Price Revised 9% High 71% .
31. 27Is your water purifier backed by dependable after sales service? o Yes o No o Exceptional After Sale Service Exceptional 10% Yes 35% No 55% . Have you recently come across any kind of marketing activities for purifiers? o Road shows(Kiosk) o TV Commercial o Visual Merchandising o Direct Marketing
32. 28 Marketing Activity Road Direct Shows(Kiosk) Marketing 15% 18% Visual Merchandising 7% TV Commercial 60% .Where do you prefer to buy a water purifier from? o Retail Outlets o Franchisee dealers o Direct Marketing (Doorstep) Preffered Buying Place Retail Outlet Direct 25% Marketing 45% Franchisee dealers 30% . While buying any water purifier what comes to your mind first? o Price o Health & Safety o Both
33. 29 Buying Preference Price 25% Both Price & Health 35% Health 40% .
34. 30HINDUSTAN UNI LEVER PURE IT QUESIONAIRREConsumer Perceptual MappingName:- _________________________Address: _________________________ _________________________Q1. Do you own any HUL product ?Q2. Have you heard about pureit?Q3. Where you did heard about the product? ( ) TV commercial ( ) Newspaper print ads ( ) In shop branding ( ) Friend‟s references ( ) Walk in shopQ4. Criteria considered for Purchase? ( ) Price ( ) Technology ( ) Aesthetics ( ) Brand nameQ5. How often do you use the product? ( ) Daily ( ) 3 times a week ( ) Once a week ( ) One a monthQ6.Overall how satisfied is you with the product? ( ) Very satisfied ( ) Somewhat satisfied ( ) Unsatisfied.
35. 31Q7. How will you rate our product Compared to other products of (Philips,Kent, aquasure? ( ) Much better ( ) Better ( ) Same ( ) Worst.Q8. Will you recommend the product? ( ) Yes ( ) NOQ9. How satisfied are you with customer service received? ( ) Very Satisfied ( ) Satisfied ( ) Neutral ( ) Dis satisfied ( ) Very dissatisfied.Q10. Would you like to be update by pureit by ( ) New Product ( ) Health, Hygiene & Safety PeriodicalsQ11. Suggestions on ( ) Product Design ( ) Technology ( ) Service ( ) Pricing.SURVEY DONE ON SAMPLE SIZE OF 100 PEOPLEOnly the results necessary for the survey are tabulated
36. 32Do you own any PURE IT (If yes, Which Product) Pureit Yes 30% No 70% .Where you did heard about the product? ( ) TV commercial ( ) Newspaper print ads ( ) Doctor Clinic‟s ( ) Friend‟s references ( ) Walk in shop Preference 60% 15% 10% 10% 5% TV Commercial Newspaper Print Doctor Clinics Friend s Walk in shops Ads References .
37. 33Q.Criteria considered for Purchase? ( ) Price ( ) Technology ( ) Aesthetics ( ) Brand name What Is important? Price Technology Aesthetics Brand Name 20% 40% 5% 35% .How will you rate our product Compared to other products of (Philips, Kent,aquasure? ( ) Much better ( ) Better ( ) Same ( ) Worst.
38. 34 Rating Worst(Service) Much Better 10% 15% Same 35% Better 40%.How satisfied are you with customer service received? ( ) Very Satisfied ( ) Satisfied ( ) Neutral ( ) Dis satisfied ( ) Very dissatisfied. Customer Servies Very Dissatisfied Very Satisfied 5% 5% Satisfied Dis Satified 25% 30% Neutral 35% .
39. 35FINDINGS & RECOMMENDATIONS FROM THE PROJECT As per the survey done following were the findings andrecommendations 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 brouchores should be made available. After Sales service is poor , company need to improve in that area. Company should focus more on brand awareness. Company outlet should be more merchandized, there should be more branding in company outlet. Not to sell Marvella with M05 and Autofile with same sales executive. Company‟s R&D need to developed a product which even purifies the salt water and make fit for drinking. Make Sales team more presentable add some English spoken PWE. Make some well known face as Brand Ambasdor for pureit.
40. 36BIBLIOGRAPHYwww.pureit.inwww.eurekaforbes.comwww.customercomplaint.inwww.golakindia.comwww.icmrindia.orgwww.compareindia.comBook Reffered : Philip Kotler