Case presentation on HUL's Pureit. For marketing students.

1. GOOD PRACTICES
Based on Socio-economic segmentation.
 Cutting edge product feature (didn’t rely on
electricity and pressurized water)
First one to provide ‘end of life’ indicator.
 Market pull strategy.
Quality concerned (as per US standard).
Inter-functional innovation team.
Strong demonstration team (PWEs).

2. PROBLEMS
Low rural market penetration.
Increase in scale of operation (more DTH
needed; more delivery time).
Low ‘high end’ market sale and less margin.
Low end market was uneducated.

3. SOLUTIONS
Project Shakti for penetrating in rural market.
Non-durable stockist used for prompt
delivery, incentive as tool of motivation inspite
of wasting money on new recruit.
Do not increase cost for placing and
promoting high end product.
Educational camps based on water borne
diseases, install ‘Pure-it’ in hospitals and
schools.