Pureit marvella


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Pureit marvella

  1. 1. G.SUSHMA 10D21E0046
  2. 2. INTRODUCTION TO HUL <ul><li>Hindustan Unilever Limited (HUL) is India's largest FMCG Company with a heritage of over 75 years in India </li></ul><ul><li>HUL was formed in 1933 as Lever Brothers India Limited and came into being in 1956 as Hindustan Lever Limited through a merger of Lever Brothers, Hindustan Vanaspati Mfg. Co. Ltd. and United Traders Ltd and Margarine Unie </li></ul>William Hesketh Lever and his brother, James Darcy Lever 
  3. 3. <ul><li>HUL has 35 brands spanning 20 distinct categories such as </li></ul><ul><li>soaps and detergents </li></ul><ul><li>shampoos </li></ul><ul><li>skin care </li></ul><ul><li>toothpastes </li></ul><ul><li>deodorants </li></ul><ul><li>cosmetics </li></ul><ul><li>tea </li></ul><ul><li>coffee </li></ul><ul><li>packaged foods </li></ul><ul><li>ice cream </li></ul><ul><li>water purifiers </li></ul>Mr. Harish Manwani (57) Non-Executive Chairman of the hul
  4. 4.
  5. 5. <ul><li>Pureit is the world’s most advanced in-home water purifier launched in 2004. </li></ul><ul><li>This patented technological breakthrough has been developed by HUL. </li></ul><ul><li>This state-of –the-art engineering developed by a team of over 100 Indian and international experts from HUL and Unilever Research Centers has made Pureit possible at the consumer price of just Rs. 2000 </li></ul><ul><li>Pureit runs with a unique ‘Germkill Battery Kit’™ that typically lasts for 1500 liters* of water. The ‘Germkill Battery Kit’™is priced at Rs.365. </li></ul><ul><li>This means consumers will get 4 liters of water that is ‘as safe as boiled water’ ™ for just one rupee, which works out to an extremely affordable 24 paise per liter. </li></ul>
  6. 6. Why pureit is introduced? <ul><li>Indian water-purifier market worth around Rs 1200 crore is evolving, growing at 15%. </li></ul><ul><li>The marketing of water purifiers were skewed towards urban markets of India. </li></ul><ul><li>Only 8 % of the Indian consumers use water purifier which indicates the poor penetration of this product category into Indian households. </li></ul><ul><li>The major hindrance for this being high price, installation difficulties, electricity consumption and lack of awareness. </li></ul><ul><li>Eureka Forbes pioneered the growth of this category in the Indian market. </li></ul>
  7. 7. <ul><li>The major players in the electricity -powered water purifier market ignored the mass market focusing more on the margin rather than volume. </li></ul><ul><li>These products which were priced at Rs 5000 upwards were beyond the reach of the average middleclass customers. </li></ul><ul><li>Even though many such consumers were aware of the health benefits of a water-purifier, it was never in the priority list of high value purchases. </li></ul>
  8. 8. <ul><li>Sensing the opportunity, HUL launched Pureit range of battery operated storage-type purifiers at a price range of Rs 900- Rs 1250. </li></ul><ul><li>These purifiers did not necessitated any installations which was a definite advantage for those who lived in rented houses. </li></ul><ul><li>The brand was widely tested in South India before the national launch. </li></ul><ul><li>According to reports, Pureit has already sold more than 1.3 million units becoming the largest selling water-purifier in India in volume-terms. </li></ul>
  9. 9. Product and service strategy <ul><li>Different varieties of the product </li></ul><ul><li>Easy availability nation wise. </li></ul><ul><li>Best quality of used plastic / technological parts </li></ul><ul><li>Designed and develop to provide “ as safe as boiled water” </li></ul><ul><li>Very attractive design in three colors. </li></ul><ul><li>Any time and any where it can do the performance. </li></ul><ul><li>Very easy to use. </li></ul><ul><li>Convenience – no hassle of boiling, no maintenance cost like plumbing. </li></ul><ul><li>Cost Rs.1/- for every liters of water. </li></ul><ul><li>Top most brand name ( Hindustan Unilever Limited) </li></ul>
  10. 10. <ul><li>Selling Strategy </li></ul><ul><li>Direct Selling- Door-to-Door Selling </li></ul><ul><li>Outreach (Kiosk) </li></ul><ul><li>Clinic (Hospital) </li></ul>Price strategy <ul><li>Penetration strategy. </li></ul><ul><li>Product price range started from Rs.900-13500. </li></ul><ul><li>Very low cost of maintenance. </li></ul><ul><li>Best price for other than the competitors. </li></ul><ul><li>Attractive discount on replacement of device for customer. </li></ul><ul><li>Attractive allowances for dealers </li></ul>
  11. 11. <ul><li>  </li></ul><ul><li>Activated subscription immediately. </li></ul><ul><li>Fast installation of the products. </li></ul><ul><li>Best repair services. </li></ul><ul><li>Life time free services. </li></ul><ul><li>Commercial effective TV advertisement. </li></ul><ul><li>Advertisement in news paper. </li></ul><ul><li>Broacher  </li></ul><ul><li>Sales force (8000+across country) </li></ul><ul><li>Marketing surveys. </li></ul>Promotional/marketing communication strategy
  12. 12. <ul><li>One of the problems that Pureit faced during the launch was the doubt about brand's efficiency in the purifying business. </li></ul><ul><li>HUL is new to this industry and not an expert so consumers rightly doubted the effectiveness of its product. </li></ul><ul><li>To counter that, Pureit ran a very highly advertised &quot; 1 crore challenge &quot; to convince the consumer that its product is more effective than the competing brands.  </li></ul>
  13. 13. <ul><li>After establishing its name in the mass market, Pureit targeted the market-creator Eureka Forbes in an aggressive frontal attack by launching the premium brand Pureit Marvella. </li></ul><ul><li>Marvella is also a non-electric purifier with storage capability priced at Rs 7000. </li></ul><ul><li>The brand also launched its Reverse Osmosis water purifier Pureit Marvella RO at a price point of Rs 13500. </li></ul><ul><li>These sub-brands directly competes with Eureka Forbes's major product-lines.  </li></ul><ul><li>The entry of HUL into the Eureka Forbe's territory was marked with lot of legal fights between the brands because of advertising claims and counter-claims </li></ul>
  14. 14. Product range
  15. 15. Pureit Marvella RO <ul><li>Pureit Marvella RO with 15 day Advanced Alert System. </li></ul><ul><li>The USP of the brand is its advanced warning system which alerts the consumer to change the RO membrane before it stops working. </li></ul><ul><li>Farhan Akther and Prachi Desai are the brand ambassador. </li></ul>
  16. 16.
  17. 17. <ul><li>Pureit’s performance has been tested by leading international & national medical, scientific & public health institutions and meets the germ-kill criteria of the Environmental Protection Agency, the drinking water regulatory agency in the USA </li></ul><ul><li>Pureit received the award for outstanding contribution in the field of water in India. </li></ul><ul><li>The product is available across 21 Indian states and has reached more than 1 million homes in India giving them access to microbiologically safe drinking water. </li></ul><ul><li>Pureit water purifier has received the UNESCO Water Digest Water Award 2008-2009 in the category of best domestic non-electric water purifier. </li></ul>Awards
  18. 18. <ul><li>The entry of HUL has virtually changed the dynamics of the water-purifier market in India. </li></ul><ul><li>The market creator was totally out-maneuvered by HUL. </li></ul><ul><li>In strategic terms , the decision made sense because low priced products tend to affect both margins and brand -equity. </li></ul><ul><li>But Forbes failed to see the shift in the market and the growth of the non-electric segment to become the fastest growing segment. </li></ul><ul><li>The popularity of the mass market segment also gave confidence for HUL to enter the market of Eureka Forbes. </li></ul>Conclusion