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8/3/2019 Marketing Report on PureIt
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8/3/2019 Marketing Report on PureIt
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The Indian Water Purifier Market
It is estimated that roughly two thirds of the existing water purification market belongs to
UV water purifiers and one third is shared between reverse osmosis purification systems and chemical
purifiers. In the UV purifier segment, Eureka Forbes Aquaguard is the clear market leader with
approximately 68% market share. Other brands include Philips Intelligent Water Purifier and Kents
UV purifier. The UV purifier market is estimated to be growing at a lower rate than the chemical
based segment.
Reverse osmosis purifiers, which are rather expensive and not the preferred option in many areas,
have a smaller share of the market when compared with UV purifiers and chemical based systems. In
the reverse osmosis segment, Eureka Forbes is again the major player with 60% share. A majorportion of the remaining 40% belongs to Kent reverse osmosis Systems.
In chemical based water purifiers Hindustan UniLever is the market leader with more than 60%
market share. Its product (Pureit) is available across 21 Indian states and has reached more than
1million homes in India giving them access to microbiologically safe drinking water. Eureka Forbes
has a market share of approximately 20% and TATA Swach is a fringe player at this point.
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Food brands
HUL is one of Indias leading food companies. Our passion for understanding what people want and
need from their food - and what they love about it - makes our brands a popular choice.
Brooke Bond 3 Roses
Playful banter, a little mischief, serious conversation theres no time for young
couples like the time spent sharing a cup of 3 Roses.
Annapurna
Partnering with the mom in nurturing her dreams, Annapurna Atta is aimed at
helping her provide wholesome tasty nutrition to her family.
Taj - Mahal
Brooke Bond Taj Mahal is an exclusive selection of teas for the discerning
consumer.
Bru
Bru is the coffee brand of HUL.Its Indias largest coffee brand that offers a range
of products in Instant coffee, Conventional coffee and premixes....Its rich aroma
and unique blend makes every moment come alive.
Kwality Walls
A good honest scoop of daily pleasure. Kwality Walls, the brand with a big
heart, offers a range of delightful frozen desserts that bring smiles to the faces of
millions of Indians kids, teens and adults.
Home care brands
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HUL has a diverse portfolio of brands offering home care solutions for millions of consumers across
India.
Active Wheel
Active Wheel de "Mehnat se Aazadi" Freedom from painful & tiring laundry
Domex
The sheer power of Domex bleach gives you the confidence you need, eradicating
all known germs.
Rin
Rin provides best in class whiteness which is demonstrable.
Surf Excel
Giving your kids the freedom to get dirty and experience life, safe in the
knowledge that Surf Excel will remove those stains.
Vim
Created in 1885, the Vim brand is still innovating and using the magic of natural
ingredients to create unbeatable results over a hundred years later.
Personal care brands
Our personal care brands, including Axe, Dove, Lux, Pond's, Rexona and Sunsilk, are recognized and
love by consumers across India. They help consumers to look good and feel good and in turn get
more out of life.
Axe
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http://www.hul.co.in/brands/homecarebrands/ActiveWheel.aspxhttp://www.hul.co.in/brands/homecarebrands/Domex.aspxhttp://www.hul.co.in/brands/homecarebrands/Rin.aspxhttp://www.hul.co.in/brands/homecarebrands/SurfExcel.aspxhttp://www.hul.co.in/brands/homecarebrands/Vim.aspxhttp://www.hul.co.in/brands/personalcarebrands/Axe.aspxhttp://www.hul.co.in/brands/personalcarebrands/Axe.aspxhttp://www.hul.co.in/brands/homecarebrands/Vim.aspxhttp://www.hul.co.in/brands/homecarebrands/SurfExcel.aspxhttp://www.hul.co.in/brands/homecarebrands/Rin.aspxhttp://www.hul.co.in/brands/homecarebrands/Domex.aspxhttp://www.hul.co.in/brands/homecarebrands/ActiveWheel.aspxhttp://www.hul.co.in/brands/homecarebrands/ActiveWheel.aspxhttp://www.hul.co.in/brands/homecarebrands/Domex.aspxhttp://www.hul.co.in/brands/homecarebrands/Rin.aspxhttp://www.hul.co.in/brands/homecarebrands/SurfExcel.aspxhttp://www.hul.co.in/brands/homecarebrands/Vim.aspxhttp://www.hul.co.in/brands/personalcarebrands/Axe.aspx8/3/2019 Marketing Report on PureIt
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Axe with Best Quality Fragrance.
AXE is a cool, iconic, youth brand available in more than 60 countries. In India, Axe, which has been
launched in 1999, is the largest selling Male Deodorant.
Clinic Plus
Clinic Plus is Indias largest selling shampoo and has won the trust the millions
of families across India.
Clinic Plus understands that healthy hair is an important asset which helps
your family progress in life and empowers you.
Closeup
Freshness that brings you Closer.
Closeup is synonymous with Freshness that gives you the confidence to be
close to someone.
Dove
Dove stands for real beauty. All around the world, Dove is making real women
feel more beautiful!
Since 1993, Indian women have relied on Dove for beautiful skin. Dove is
known to be a keeper of promises and has given real products to women world over.
Fair & Lovely
More than 30 years ago, a unique brand was born. Wrapped within a humble
lavender tube, it went on to become the Worlds No.1 Fairness cream.
Lakme
Lakme is an ally to the Indian Woman and inspires her to express her unique
beauty and sensuality. Thus, enabling her to realize the potency of her beauty.
Lakme is the Indian womans Beauty Sutra inspiring expression of her
unique beauty and sensuality
Lifebuoy
Lifebuoy is available in multiple variants in soaps and specialist formats such as
liquid handwash, catering to the entire family.
Lifebuoy, an undisputed market leader for 112 years, has a compelling
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http://www.hul.co.in/brands/personalcarebrands/ClinicPlus.aspxhttp://www.hul.co.in/brands/personalcarebrands/Closeup.aspxhttp://www.hul.co.in/brands/personalcarebrands/Dove.aspxhttp://www.hul.co.in/brands/personalcarebrands/FairAndLovely.aspxhttp://www.hul.co.in/brands/personalcarebrands/Lakme.aspxhttp://www.hul.co.in/brands/personalcarebrands/Lifebuoy.aspxhttp://www.hul.co.in/brands/personalcarebrands/Lifebuoy.aspxhttp://www.hul.co.in/brands/personalcarebrands/Lakme.aspxhttp://www.hul.co.in/brands/personalcarebrands/FairAndLovely.aspxhttp://www.hul.co.in/brands/personalcarebrands/Dove.aspxhttp://www.hul.co.in/brands/personalcarebrands/Closeup.aspxhttp://www.hul.co.in/brands/personalcarebrands/ClinicPlus.aspxhttp://www.hul.co.in/brands/personalcarebrands/ClinicPlus.aspxhttp://www.hul.co.in/brands/personalcarebrands/Closeup.aspxhttp://www.hul.co.in/brands/personalcarebrands/Dove.aspxhttp://www.hul.co.in/brands/personalcarebrands/FairAndLovely.aspxhttp://www.hul.co.in/brands/personalcarebrands/Lakme.aspxhttp://www.hul.co.in/brands/personalcarebrands/Lifebuoy.aspx8/3/2019 Marketing Report on PureIt
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vision to make 5 billion people across the world, feel safe and secure by meeting their personal
care hygiene & health needs
Lux
Lux believes in passion for beauty. It continues to be a favorite with generationsof users for a sensuous experience of luxury.
Pears
Pears the purest and most gentle way to skincare!
Pears launched in India in 1902, exuberates a long heritage of purity. It is so
pure that you can actually see through it!
Pepsodent
Pepsodent India is committed to improve the overall Oral health of Indians.
Ponds
Get the expert to look after your skin
Ponds, has been listening to womens needs and desires for 150 years and
this has enabled us to deliver new products customised to their needs.
Ponds accompanies them on their journey to enhance the beauty of their skin.
Water Purifier -Pure it
Pureit is the worlds most advanced in-home water purifier. Pureit, a breakthrough offering of
Hindustan Unilever (HUL), provides complete protection from all water-borne diseases, unmatched
convenience and affordability.
Pureits unique Germ kill Battery technology kills all harmful viruses and bacteria and removes
parasites and pesticide impurities, giving you water that is "as safe as boiled water". It assures your
family 100% protection from all water-borne diseases like jaundice, diarrhea, typhoid and cholera.
Whats more, it doesnt need gas, electricity or continuous tap water supply.
Pureit not only renders water micro-biologically safe, but also makes the water clear, odorless and
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 Protection Agency).
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http://www.hul.co.in/brands/personalcarebrands/Lux.aspxhttp://www.hul.co.in/brands/personalcarebrands/Pears.aspxhttp://www.hul.co.in/brands/personalcarebrands/Pepsodent.aspxhttp://www.hul.co.in/brands/personalcarebrands/Ponds.aspxhttp://www.hul.co.in/brands/personalcarebrands/Ponds.aspxhttp://www.hul.co.in/brands/personalcarebrands/Pepsodent.aspxhttp://www.hul.co.in/brands/personalcarebrands/Pears.aspxhttp://www.hul.co.in/brands/personalcarebrands/Lux.aspxhttp://www.hul.co.in/brands/personalcarebrands/Lux.aspxhttp://www.hul.co.in/brands/personalcarebrands/Pears.aspxhttp://www.hul.co.in/brands/personalcarebrands/Pepsodent.aspxhttp://www.hul.co.in/brands/personalcarebrands/Ponds.aspx8/3/2019 Marketing Report on PureIt
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The performance of Pureit has also been tested by leading scientific and medical institutions in India
and abroad.
This patented technological breakthrough has been developed by HUL. 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.
Pureit runs with a unique Germ kill Battery Kit that typically lasts for 1500 liters* of water. The
Germ kill 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 paise per
litre.
Pureit in-home purification system uses a 4 stage purification process to deliver as safe as boiled
water without the use of electricity and pressurized tap water.
Pureit purifies the input drinking water in four stages, namely;
1. Micro-fiber Mesh- Removes visible dirt
2. Compact Carbon Trap- Removes remaining dirt, harmful parasites & pesticide impurities
3. Germ kill Processor TM uses 'programmed chlorine release chlorine technology' and its stored
germ kill process targets and kills harmful virus and bacteria
4. Polisher TM removes residual chlorine and all disinfectant by-products, giving clear odorless and
great tasting water
Battery Life Indicator - Ensures total safety because when the germ kill power is
exhausted, the indicator turns red, warning you to replace the battery
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Product analysis (Pureit)
Pureit - a water purifier designed and developed to provide as safe as Boiled water
Performance
Pureit removes visible dirt, kills all viruses and bacteria, removes parasites and pesticide impurities
giving you water that is as safes as boiled water
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Additional Features:
Great sensorial Clear, odour -free water : removes organics, pesticides, suspended matter
(turbidity)
Anytime , anywhere performance : works
Without electricity
Without piped water
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 & is used as a worldwide phenomenon by municipal
corporations for supply of potable water.
It kills all bacteria and viruses in water.
However chlorine added to water by these corporation is not done scientifically especially in
third world countries. Hence the amount of chlorination may be more or less depending on
the quantity of water; thus again
making this water unsafe for human
consumption.
Frame
Non woven (polyester cloth filter)
MICRO FIBRE MESH
Material Non woven polyester
Removes suspended particulate > 10 micron
Reduces filtration load on CCT
Average flow rate of 5 lit/min
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COMPACT CARBON TRAP
Material intermediate activated
carbon
Binder is used for holding the carbon
granules
Removes particulate impurities < 10
micron
Removes organic load improves
taste of water
Removes pesticides
Removes cysts
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GERM KILL PROCESSOR
Attached with batching chamber. Stored germ-kill power target and kill harmful viruses and bacteria Unique Auto Switch off Technology
> After the battery life indicator turns fully red, the purifier will begin to overflow from
the battery life indicator on the front side.
> Some water may still pass through the purifier. However, please note that the purifier
has stopped purifying water & the water may no longer be safe for drinking.
> The purifier has been designed to overflow to indicate that the battery has not been
replaced even after it has turned fully red.
POLISHER
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Made by activated granular carbon and coated by silver.
This design has reduced pressure drop, eliminating the level of fines coming in the water and
reduced wastage of plastics in battery
Removes chlorine and disinfection by-products.
Radial flow design low pressure drop.
Finally removes all odour , makes water visually clear & gives great tasting water.
Performance testing
Leading scientific institutions
Central Food Technology Research Institute.
National Institute of Cholera and Enteric Diseases
Indian Public Health Association
Institution of Public Health Engineers
Leading Medical Institutions
King Institute of Preventive Medicine
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Sundaram Medical Foundation
Apollo Hospitals
SRL Ranbaxy Clinical Reference Laboratories
Leading International Institutions
London School of Hygiene and Medicine UK
Scottish Parasite Diagnostic Laboratory, Glasgow, UK
SEGMENTATION ,TARGETING AND POSITIONING OF PUREIT
The domestic water purifier appliances market is estimated to be Rs 450 crore. This category was not
growing very fast because of the high cost of the product. The entry level water purifier was costing
anywhere between Rs 5000- Rs10,000.The company uses the following differentiation points against
the main competitor Aquaguard by claiming that the product works without gas/electricity thus the
cost per litre of pure water is very less. More over the brand is priced as the lowest priced purifier
compared to Aquaguard or Kent.
Product Segmentation
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Hindustan Unilever sells different water-purifiers on the basis of classifying their utility and price
affordability. The water purifiers are classified as follows:
(1)Pureit Compact Rs 1000 /-
(2)Pureit Classic Rs 2000 /-
(3)Pureit Autofill Rs 3200 /-
(4)Pureit Marvella Rs 6900 /-
They are looking at segmenting the VFM (value for money) storage water purifier market with new
products and technologies to provide the benefits of pure drinking water by riding up and down the
price value chain. It has decided to straddle the water purification pyramid completely in terms of
pricing and products in the home water drinking segment. Having entered the premium segment with
Pureit Marvella, there are chances of it bringing out more upgraded products with increasing price
points to cater to all sets of consumers.
Targeting
The brand is mainly targeting households and student communities staying away from home.
Positioning
Pureit is being positioned on the basis of its performance. The brand claims that the water from the
purifier is ' as safe as the boiled water '. By claiming that it purifies water as safe as boiling water,
Pureit is trying to achieve Points of Parity with Aquaguard and Kent which also claims the same
feature. Along with this POP, the brand tries to differentiate on the following points:
a. no electricity/gas
b. Low Cost per liter
c. Price of the product is also low
The brand uses the tagline As Safe as Boiled water .
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The product is the physical product or service offered to the costumer. In the case of physical product,
it also refers to any services or conveniences that are part of the offering. Product decision includes
aspects such as functions, appearance, packaging, service, warranty, etc.
Price:
Pricing decision should take into account profit margins and the probable pricing response of
competitors. Pricing includes not only the list price, but also discounts, financing, and other options
such as leasing.
Place:
Place decisions are those associated with channels of distribution that serve as the means for getting
the product to the target customers. The distribution system performs transactional, logistical, and
facilitating functions.
Promotion:
Promotion decisions are those related to communicating and selling to potential consumers.
Since these costs can be large in proportion to the product price, a break-even analysis should be
performed when making promotion decision. It is useful to know the value of a customer in order to
determine whether addition customers are worth the cost of acquiring them.
PRODUCT/SERVICE STRATEGY OF WATER PURIFIER
4 varieties available in the market
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Easy availability nation wide
Best quality of used plastic [ABS ( Acrylonitrile Butadiene Styrene ) food
grade]
Best quality based technological parts used.
Designed and developed to provide As safe as Boiled Water
Very attractive design in various colors.
Pure it removes visible dirt, kills all harmful viruses and bacteria.
Removes parasites and pesticide impurities
Great sensorial- Clear, odor-free water: removes organics, pesticides,
suspended matter (turbidity)
Anytime, anywhere (portable) performance : works-without electricity,
without piped water
Very easy to use
Convenience No hassles of boiling, No maintenance costs like Plumbing
Cost- Rs.1 /- for every 4 Liters of water
Top most brand name ( Hindustan Unilever Ltd )
Quick service ( within 24 hours )
6 months warranty period
PRICE STRATEGY OF WATER PURIFIER
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Product price range between Rs.1000 6900
Very Low cost of maintenance.
Low cost for products.
Best price compared to competitors.
Attractive discount on replacement of device for customer
No credit terms
Attractive allowance for dealers
PROMOTION / MARKETING COMMUNICATION STRATEGY OF WATER
PURIFIER
Activated subscription immediately
Quick installation of products
Good repair services
Free Services during life time
Commercial TV advertisements
Advertisement in newspapers
Brochure
Sales force (8000+ across country)
1 crore safety challenge.
Marketing surveys through:-
Kiosk
Demonstration
Cold call
Reference by old customer
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PLACE / DISTRIBUTION STRATEGY OF WATER PURIFIER
Launched in Chennai : Ending of 2003
Identify the places having high impurities in water.
Identify the places which are more prone to diseases.
National wide launch in 2007 1st quarter.
Now present in all states
Where possibility for direct sales is more (urban areas mostly)
Easy availability of product (Good Transport facility )
Comparison with nearest competitors
KEYSAFETYFEATURESPUREIT
MARVELLA
TATA
SWACH
EUREKA FORBES
AQUASURE
KENT
CRYSTAL
Removes harmful
viruses,
bacteria and
parasites
End-of-life indicator
Automatic Safety
lock
FULLYAUTOMATIC
FEATURES
PUREIT
MARVELLA
TATA
SWACH
EUREKA FORBES
AQUASURE
KENT
CRYSTAL
Availability of
Storage
Insta-serve jug
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Automatic filling
No electricity
Auto On/Off
SWOT Analysis
Conclusion
Hindustan Unilever ltd. is a leading FMCG company in India and from last three consecutive
years has shown accelerated growth in FMCG portfolio. Customers in India are also spending more in
FMCG as their standard of living is growing. HUL has placed itself successfully in the position of
market leader in FMCG products. Though there was some downfall in sales and profit of the company
in the beginning of this decade but after that HUL has shown considerable rise in both sales and
profit.
We found many Water purifiers available in the market, which can be compared with Pureit.
As a conclusion we found that Pureit is doing well and its performance is best in non-electric water
purifiers. After this study it was found that the main competitor of PureIt is Aqua guard (Eureka forbs
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Ltd). According to our findings, we found that Pureit is the market leader in the chemical water
purifier market.
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