Professional Documents
Culture Documents
ON
“Understanding the Consumer Behaviour on Safe Drinking
Water”
A report submitted to Accurate Institute of Management and
Technology,Greater Noida as a mandatory part of PGDM curriculum.
SUBMITED TO SUBMITED BY
CERTIFICATE
This is to certify that the project report titled “Understanding The
Consumer Behavior on Safe Drinking Water” submitted to Accurate
Institute Of Management and Technology, Greater Noida by Pushpendra
Kumar Singh in partial fulfillment of the requirement for the award of Post
Graduate Diploma in Management, (PGDM) is an original work carried out
by the below mentioned student under the guidance and supervision of the
below mentioned guides/supervisors. This work has not been submitted
anywhere else for any other degree/diploma under my signature. The original
work was carried out during 3th May to 2th July 2010 in (HUL) Hindustan
Unilever Limited.
Dated: _________________________________________________________
Signature of the Industry Guide: ____________________________________
ACKNOWLEDGEMENT
Any activity big or small is a result of collective effort of several
individuals. From the very beginning of human civilization to this complex
world, we are dependent on each other for accomplishment our goals. The
project report of 5 such magnitude could not be accomplished without the
assistance of several people who participated directly or indirectly. This
project report is also the result of collective effort and support of several
individuals who have been given me their valuable contribution in fulfilment
of the work. Exchange of ideas generates a new object to work in a better
way. So whenever a person is helped and cooperated by others, his heart is
bound to pay gratitude and obligation to them. Acknowledgement is not
merely a formality but an expression of deep sense of gratitude and
cumulative appreciation.
DECLARATION
I Pushpendra Kumar Singh of 2nd year PGDM student , Accurate
Institute of management and Technology , here by declare that the project
titled
I also declare that this project has not been submitted for the award of any
other degree, diploma, literature or recognition earlier.
( Pushpendra Kumar Singh )
PGDM:- 2009-2011
iv
PREFACE
Unless the knowledge is applied in the practical field, it cannot attain
perfection and maturity. A project work is the scientific and systematic study
of real issue and problems with the application of management principles,
concept and skills. The essential ingredients of a project are that it should
contain scientific collection of data its analysis and interpretation that lead to
valid conclusions and feasible suggestion. Project work is an essential part of
partial fulfilment of the syllabus of PGDM. I have prepared this report during
my summer training at HIDUSTAN UNILEVER LIMITED. This study has
given real exposure to corporate marketing and the confidence to face the me
in course of sale the products of HUL. I have conducted my study under the
subject “UNDERSTANDING THE CONSUMER BHEVIOUR ON SAFE
DRINKING WATER”. The whole report is to be divided into different
chapters, each dealing with the different aspects of the study the report has
been return in a very comprehensive way with a suitable heading of each
chapter. The last chapter deals with some recommendations which will be
help full to the company in countering its competition as well as having an
edge over them. I have tried my best to do justice and be honest in analysing
the topic but “TO ERROR IS HUMAN” and I am not an exception to it,
hence, weakness and shortcoming is unintentional.
v
TABLE OF CONTENTS
CONTENTS :- PAGE NO
Project title I
Certificate II
Acknowledgement III
Declaration IV
Preface V
vi
CONTENTS :- PAGE NO
PART - II:- 40
Statement of the Problem 41
Significance of the Study 42
Objective of the Study 43
Importance of the Study 44
vii
EXECUTIVE SUMMARY
viii
In the second part, an observational study is conducted in respect of getting
consumer feedback from the existing and potential customer of HUL’s
through providing a batter services. This will reflect my views and measures.
It also includes the visits of the places where others competitor’s similar
products were installed to get their performance feedback and identified the
hidden opportunities to sell HUL’s water purifier. And to know about daily
habit of customer to use safe drinking water.
In the third part, method adopted for competitors analysis involved surveying
and observational study of all the competitive brands of HUL’s water purifier
such as Tata Swach, Kent, Usha Birta, Eureka Forbes, Whirpool, Philips etc.
followed by the comparison of same. To conducting the observational study, a
large data has been collected while visiting the various house, Clinic and
medical shop by way of discussions
Finally, we would like to add some routes of reaching the customer’s house,
through as follow:-
➢ Cold calls.
➢ Referrals.
➢ Kiosk.
ix
COMPANY
PROFILE
1
INTRODUCTION
Hindustan Unilever Limited (HUL), having great recognition
nationally/ internationally, is India's 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. They
endow the company with a scale of combined volumes of about 4 million
tones and sales of Rs.13,000 corers.
HUL formed a 50:50 joint venture with the US-based Kimberly Clara
Corporation in 1994, As a measure of backward integration, Tea Estates and
Doom Dooma, two plantation companies of Unilever, were merged with
Brooke Bond. Then in July 1993, Brooke Bond India and Lipton India merged
to form Brooke Bond Lipton India Limited (BBLIL), enabling greater focus
and ensuring synergy in the traditional Beverages business. 1994 witnessed
BBLIL launching the Wall's range of Frozen Desserts. By the end of the year,
the company entered into a strategic alliance with the Quality Ice-cream
Group families and in 1995 the Milk food 100% Ice-cream marketing and
distribution rights too were acquired. Finally, BBLIL merged with HUL, with
effect from January 1, 1996. The internal restructuring culminated in the
merger of Pond's (India) Limited (PIL) with HUL in 1998. The two
companies had significant overlaps in Personal Products, Specialty Chemicals
and Exports businesses, besides a common distribution system since 1993 for
Personal Products. The two also had a common management pool and a
technology base. The amalgamation was done to ensure for the Group,
benefits from scale economies both in domestic and export markets and
enable it to fund investments required for aggressively building new
categories. In January 2000, in a historic step, the government decided to
award 74 per cent equity in Modern Foods to HUL, thereby beginning the
divestment of government equity in public sector undertakings (PSU) to
private sector partners. HUL's entry into Bread is a strategic extension of the
company's wheat business. In 2002, HUL acquired the government's
remaining stake in Modern Foods
Present Stature
“Mission”
Unilever's mission is to add Vitality to life.
4
Board of Directors
&
Management Structure
At the apex is the Board, headed by the Chairman, and
comprising 5 whole time Directors and 5 independent nonexecutive Directors.
The day to day operations are supervised by the National Management
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 leverage economies of scale wherever relevant. The
company can achieve its success due to right decisions taken by learned
member of Board and the employees who implant their decisions.
BOARD OF DIRECTORS:-
Mr. D. S. Parekh holds a FCA degree from England & Wales. Mr. Parekh has
held senior positions in Grindlays and Chase Manhattan. He is the Executive
Chairman of Housing Development Finance Corporation. Mr. Parekh joined
the Board as Independent Non-Executive Director in 1997.
DIVISIONS
If Hindustan Unilever straddles the Indian corporate world, it is because of
being single-minded in identifying itself with Indian aspirations and needs in
every walk of life. Hindustan Unilever Limited is India's largest Fast Moving
Consumer Goods (FMCG) company. It is present in Home &Personal Care
and Foods & Beverages categories. HUL and Group companies have about
16,000 employees, including 1200 managers. The fundamental principle
determining the organization structure is to infuse speed and flexibility in
decision-making and implementation, with empowered managers across the
company's nationwide operations. Each division is self-sufficient with
dedicated resources and assets in sales, marketing, commercial, and
manufacturing. The two divisions are further reorganized into categories.
Typically, each category and each function - Sales, Commercial,
Manufacturing - is headed by a Vice President. They with their respective
Managing Director, comprise that Division's Management Committee. For
managing sales operations, HUL divides the country into four regions, with
regional branches in Delhi, Kolkata, Chennai and Mumbai. Headed by a
Regional Manager, they comprise Regional Sales Managers and Area Sales
Managers, assisted by dedicated field forces, comprising Sales Officers and
Territory Sales In charges. In Marketing, each category has a Marketing
Manager who heads a team of Brand Managers dedicated to each or a group
of brands. The commercial team of a Division is responsible for its supply
chain management. There are teams dedicated to sourcing, planning and
logistics. Each Division has a nationwide manufacturing base, with each
factory peopled by teams of Production, Engineering, Quality Assurance,
Commercial and Personnel Managers.
CENTRAL FUNCTIONS
HUL's Central Functions are Finance, Human Resources, Technology,
Research, Information Technology, Legal Secretarial, and Corporate Affairs.
Their services are shared across the company. 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 of a small
company. Its organisation structure, which has and will continue to evolve
with time, is aimed at achieving this knitting.
CORPORATE PURPOSE
Unilever's mission is to add Vitality to life. They meet
everyday needs for nutrition, hygiene and personal care with brands that help
people feel good, look good and get more out of life. Their deep roots in local
cultures and markets around the world give them strong relationship with
consumers and are the foundation for future growth. They bring wealth of
knowledge and international expertise to the service of local consumers - a
truly multi-local multinational. Their 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. To succeed also requires, they believe, the highest
standards of corporate behaviour towards everyone working with them, the
communities they touch, and the environment on which they have an impact.
This is their road to sustainable, profitable growth, creating long-term value
for their shareholders, their people, and their business partners. They are
committed to safe and healthy working conditions for all employees and do
not use any form of forced, compulsory or child labour.
FACTORY LOCATIONS :-
The year was 1923. Lord Lever Hulme, the legendary founder of Lever
Brothers, was visiting India. The nationalist sentiment in India was for locally
manufactured products. Lord Lever Hulme, who believed that what is good
for a country is equally good for the company, responded to that aspiration
because he too shared that dream. His dream ultimately was realized in 1934.
In September 1934, after more than a decade of discussions in London and in
India, a Lever factory was allowed to sprout on the land that had been
reclaimed by the Bombay Port Trust at Sewri. From here, a month later rolled
out the first cake of Sunlight soap to be manufactured in India. The same year,
Lever Brothers took over the Garden Reach Factory in Kolkata. These two
factories were the first in a manufacturing base, which today literally dots the
length and breadth of India i.e. from Assam to Gujarat; from Uttaranchal to
Kerala. Hindustan Unilever's diverse product range is today manufactured in
about 80 factories. In addition, the company outsources from 150 other units.
The operations involve 2,000 suppliers and associates.
10
Leadership
HUL has produced many business leaders for corporate India, one of
these, Manvinder Singh Banga has become a member of Unilever's Executive
(U Ex). HUL is referred to as a 'CEO Factory' in the Indian press for this
reason. It's leadership building potential was recognized when it was ranked
4th in the Hewitt Global Leadership Survey 2007 with only GE, P&G and
Nokia ranking ahead of HUL in the ability to produce leaders with such
regularity.
11
DISTRIBUTION NETWORK
HUL
Carrying & Forwading Agent
Redistribution Stockiest
Wholesalers
Rural Retailers Urban Retailers
Consumers
Organizational Structure:-
VOICE PRESIDENT
GENERAL MANEGER
ZONAL MANAGER
TEAM LEADER
SALES EXECUTIVE
12
BUSINESSES
Foods :-
Tea
Coffee
Branded Staples
Home & Personal Care :-
Personal wash
Fabric Wash
Home Care
Oral Care
13
New Ventures :-
• Hindustan Unilever Network
• Ayush ayurvedic products & services
• Sangam
• Pureit water purifiers
Water Purifiers
Exports :-
• HPC
• Beverages
• Marine Products
• Rice
• Castor
14
BRAND POSITION IN INDIA AND
OTHER COUNTRIES
Today, HLL is one of India’s largest exporters of branded Fast Moving
Consumer Goods. It has been recognized by the Government of India as a
Golden Super Star Trading House. Over time HLL has developed into a viable
& competitive sourcing base for Unilever world wide in Home and Personal
Care & Foods & Beverages category of products. HLL is also a global
marketing arm for select licensed Unilever brands and also works on building
categories with core country advantage such as branded basmati rice.
HLL Exports offers high level of service with flexibility and responsiveness
thorough out the supply chain. It has a dedicated organization structure to
support this endeavour and this has helped in growth of these businesses in
particular. Intrinsic cost competitiveness in the end to end Supply chain with
appropriate technology and competitive capital investment operations while
delivering best in class quality enables HLL to position itself as a key
sourcing hub for Unilever 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 for Unilever brands in Home &
Personal Care (HPC) and Food and Beverages (F&B) for supplies to other
Unilever companies. It also focuses on becoming a preferred supplier to both
non-Unilever and Unilever clients in three categories in which India, as a
country, has competitive advantage – Branded Rice, Marin Products and
Castor and its Derivatives. HLL enjoys international recognition 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
15
EXPORTS PORTFOLIO
The categories under HPC include products in Skin care, Oral care, Pears,
Personal Wash & Lakme range.
Skin Portfolio includes Mass & Masstige Skin (Cream & lotions under Fair
& Lovely and Dove brands), Shampoos and Conditioners (under Sun silk
brands), Vaseline & Talc (under Ponds brands). In the past the focus market
was in Middle East and Asia, which is now slowing changing with current
exports to European countries and robust plans to source different products to
US in the near future.
Oral Care consists of Tooth Paste and Tooth Brush (under Pepsodent,
Close-up, Mentadent and Signal brands). The exports are to Asian and
European countries.
Pears Category consists of Bars, Hand Wash, Body Wash and Shower Gel.
Pears is being sold globally including to North America / UK to the GCC /
African countries extending up to Singapore and Australia. While the bar
remains the most popular product, the brand has now extended to hand wash,
shower gel, body wash and face wash. Currently Pears is celebrating its 200
year anniversary which shows the rich heritage and the strong brand equity it
enjoys over generations.
Lakme Products are mainly exported to the countries with Indian Ethnic
population or to geographies where the brand enjoys strong equity. The
markets include Nepal, Bangladesh, United Kingdom & Maldives.
16
FOOD & BEVERAGES:-
The categories under F&B include products in Tea, Coffee & Processed Foods
range.
Tea Category Includes: Tea Bags (includes Tea Bags, Flavored Tea Bags
and Square Tea Bags), Instant Tea, Bulk Tea & Packet Tea. The branded
packet tea, and instant tea are for Unilever's ready-to-drink tea business.
The branded teas are Brooke Bond, Brooke Bond Red label, Brooke Bond Taj
Mahal, Lipton, Lipton Yellow Label, Lipton Green Label, Lipton Brisk and
Lipton 3-in-1 premix.
Coffee Category consists of Instant coffee & special coffee Beans (under
Bon and Bru brands). The focus market for Bon is CIS markets while Bru is
mainly sold to Ethnic markets / Indian diaspora world-wide. Both Bon and
Bru straddle the entire gamut of formats comprising of spray dried coffee,
granulated, freeze dried and pre mixes.
Processed Foods categories include Fruit Spreads / Jams, Soup Powders,
Salt, Wheat Flour, Tomato Ketchup and Custard Powder. The branded
processed food items consists of Kissan, Knorr, Annapurna, Captain Cook,
Brown & Polson brands.
Marine Products:-
HLL offers a comprehensive portfolio, ranging from Surimi, Crabsticks to
Shrimps and several value-added products. Among its customers is Icelandic,
the world's third largest seafood company. In addition, HLL has also become a
part of Unilever's supply chain in seafood for Europe too. HUL Marine
Products brands are Ocean Diamond, Ocean Excellence, Shogun, Hima, Gold
Seal, Tara and Prima.
Rice:
The categories are Basmati Rice and Basmati Rice-based ready-to-eat rice
meals. The brands are Gold Seal, Indus Valley, Rosanna and Annapurna.
Castor:
The products are Castor Oil, Castor-oil based products, like hydrogenated
castor oil, 12 - Hydroxyl Stearic Acid, Ricinoleic Acid (used in grease and
lubricant industry, paints and surface coatings, cosmetics, emulsifiers), and
Speciality Castor Oils (USP grade, BP grade, DAB 10) etc used in
pharmaceutical preparations. HUL Castor brand is Topsol.
17
PRODUCT
PROFILE
18
INTRODUCTION TO PUREIT
19
Following awards for Pureit during the year reflect the high public recognition
for the same:
Pureit has been nationally extended with its footprint in 28 states. The
business has developed a unique customer acquisition system and strong
capabilities in supply chain and customer service. More than two million units
of Pureit were sold during the period of April 2009 to March 2010; sales
turnover of the business was Rs. 220 crores for this period. The business is in
an investment phase, we continue to commit resources in this business, mainly
to fund brand development and sales infrastructure. The potential for the
business is high given the critical need for clean water at low cost.
A. no electricity/gas
B. Cost per litre low
C. Price of the product is also low
22
Battery Life Indicator
Advanced Auto-Switch off - In case, the battery is not changed when it turns
fully red, as an additional assurance of safety, the advanced Auto-Switch off
will automatically switch-off the flow of water. Protect your loved ones with
a Pureit today!
• After the battery life indicator turns fully red, the pureit will begin to
overflow from the battery life indicator on the front side
• Some water may till 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
➢ Made by activated Granular carbon and coated by silver
➢ This design has reduced pressure drop , eliminated the level of fines coming in
water and reduced wastage of plastic in battery
➢ Finally removes all odours, make water visually clear & gives great tasting
water.
23
MODEL OF PUREIT
➢ PUREIT AUTO FILL
➢ PUREIT M 05
➢ PUREIT COMPACT
PUREIT M O5:-
As discussed earlier Pureit is a unique in-home drinking water purification
system, offering water ‘as safe as boiled’, thereby protecting children and
families from waterborne diseases. It is the only purifier in the world that
provides this level of safety without depending on cooking gas, electricity and
pressurized tap water, and is affordably priced only 2000 Rs.
PUTRIT COMPACT:-
With the launch of Pureit Compact, HUL now provides world-class standards
of safety in a form that can be used anywhere, anytime and in any home at an
extremely affordable price of just Rs. 1000 HUL Pureit now brings ‘As Safe
as Boiled’ water to a completely new segment of consumers who could not
afford a water purifier earlier. With the launch of Pureit Compact, HUL now
provides world-class standards of safety in a form that can be used anywhere,
anytime and in any home at an extremely affordable price of just Rs. 1000.
Pureit in a short span of time has been adopted by over three million
extremely satisfied households and the launch of Pureit Compact will ensure
that many more families can now enjoy the same high levels of safety and
peace of mind. Pureit Compact comes at a one-time cost of Rs. 1000/- and is
available at all leading retail outlets across the country.
24
BENEFITE OF PUREIT:-
➢ Complete protection from all water-borne diseases
➢ Great convenience
➢ Unmatched affordability
➢ Great Taste
➢ Great quality and capacity
Complete Protection:-
Pureit kills all harmful viruses and bacteria and removes parasites and
pesticide impurities, giving you ‘as safe as boiled water. This way, Pureit
assures you and your family of 100% protection from all water-borne diseases
like jaundice, diarrhea, typhoid and cholera. Pureit’s Germkill Processor
technology meets the stringent germ-kill criteria of the Environmental
Protection Agency (EPA), the toughest regulatory agency in the USA.
25
FEATURE COMPARISON
KeyCost
features Pureitpurification
comparison across Boiling methods
Leading Candle
process UV inline filter
Method of purification paise/litre
purifier
Cost of Pureit Water 24
Cost of Pureit water (with
Kills/Removes purifier cost apportioned)
harmful 35
Viruses
Kills/Removes
Cost of boiling waterharmful Need to 47
Bacteria
Cost of leading UV in-line purifier (with purifierboil forapportioned)
cost 64
Kills/Removes harmful 30-40
Cost of 20 litres of leading bottled water brand min 350
Parasites
26
PERFORMANCE TESTING
Leading Scientific Institutions:-
➢ National Environmental Engineering Research Institute.
➢ Central Food Technological Research Institute.
➢ National Institute of Cholera and Enteric Diseases.
➢ Indian Public Health Association.
➢ Institution of Public Health Engineers
PROOF OF PERFORMANCE
Pureit is an engineering marvel, a breakthrough product that has evolved over
a span of five years, with the combined efforts of over a hundred qualified
scientists at Hindustan Unilever and Unilever Research Centre. Within a very
short time, Pureit has proved its credentials amongst the scientific and public
health community, has delighted consumers, and has convinced doctors of its
efficacy.
Performance Reports
Pureit’s performance has been rigorously tested by leading international and
national medical, scientific and public health institutions
27
Zero Chlorine Presence
Pureit has won the UK Trade and Investment India Business Award for 2008
in the innovation category.
Pureit has also received the UNESCO Water Digest Water Award 2008 -
2009 in the category of Best Domestic Non - Electrical Water Purifier
Pureit has also won the Golden Peacock Innovative Product / Service Award
-2008 in the FMCG sector
28
Pureit Protecting Lives
Thousands of doctors across the country rely on Pureit for their patients in the
clinic.
Pureit in Schools
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.
Don't 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.
Don’ts
Always clean the Pureit system only as described in the section on
cleaning. Do not use any soap or detergent. Ensure that you don't
inadvertently introduce germs into the transparent chamber or the tap
e.g. through your hands or by using a drying cloth. Always use purified
Pureit water for doing the last rinse of the transparent chamber, and then
let it dip-dry
Don't pour boiling or hot water into, or on the Pureit system. Similarly
don't pour freezing cold 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 as hot water uses up the Germkill Processor faster
than normal. If required, allow the water to cool to room temperature
before
pouring it in the top chamber. For the same reason do not keep your
Pureit in hot surroundings like direct sunlight, near a stove or near
afridge.
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 new 'Germkill Kit' to you at your home for
a minimal delivery charge. Alternatively, you can visit us at your nearest
Pureit Safe Water Zone and buy a new battery.
Don't 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 in the window, with no 'white' colour visible.
Don't drop any of the components, or the purifier as a whole from a
height. This may cause the components to fracture or break, and the
guarantee of getting water 'as safe as boiled water' will no longer be valid.
Don't put any chemical fluids in the Pureit system. This is meant strictly
for drinking water only
If the transparent chamber is full, please do not fill water in the top
chamber, otherwise water will overflow from the transparent chamber.
Do not pour water in purifier after battery turns fully red. This will
prevent water overflowing due to auto switch-off. This ensures no one is
accidentally hurt by slipping on the overflow water. Also, no household
item kept near purifier will get damaged by water.
31
Water Borne Diseases
More than 1 billion people do not have access to safe drinking water. In the
developing world, 80% of all diseases are water-related. The magnitude of the
problem can be seen from the fact that diarrheal disease alone leads to 2 - 2.2
million deaths and 4 billion episodes of disease every year worldwide.
Estimated 400,000 deaths due to diarrheal disease happen amongst children in
India every year. This is an immense economic and social burden on the
country. The magnitude of the problem can be further gauged from the fact
that in India, 19.2% of all children under the age of 3 years have had diarrheal
disease in any two week period. It is in this context that the United Nations
has established the Millennium Development Goal of halving the number of
people without safe drinking water, and reducing by two-third the mortality of
children under 5 years, by 2015
World Health Organization (WHO) says that the provision of safe water alone
will reduce diarrheal and enteric disease by up to 50%, even in the absence of
improved sanitation or other hygiene measures. WHO further asserts that
there is now conclusive evidence that simple, acceptable, low cost
interventions which are capable of eliminating harmful viruses, bacteria and
parasites from household stored water, can reduce the risks of diarrheal
disease for people of all ages in both the developed and developing world.
32
Some basic Facts on Water Problems
○ Water is pure at the source which is the municipal treatment plant. It comes to
your house through pipes.
○ These pipes are very old and have rusted, which may be cause of
contamination.
○ People also break open pipes at places to have access to water. These open
cracks allow contaminated matter to get inside the water pipes.
○ With the ever growing problem of safe drinking water faced in India, HUL
has come with a social initiative of providing safe and pure drinking water by
means of Pureit, a quality yet affordable water Purifier.
33
Broadly speaking this study has been under taken on a detail study,
consisting of areas covering all the aspects of consumer behaviour and detail
understanding of all the competitive brands of water purifier. In India, water
purifier market since past few years, is flooded with different varieties of
water purifier of different companies. In such a situation the consumer is in
dilemma in preferring a particular product because different brands of water
purifier amongst them. With much competition of different companies
producing similar products the study is also aimed at those potential
consumers of water purifier of different brands and the other company’s
brands like Tata Swach, Kent, Usha Birta, Eureka Forbes, Whirlpool, Philips
etc. Consumer varies tremendously in size of consumption and taste. Also
these factors have been taken into consideration while ascertaining the
consumer preference for water purifier.
The Hindustan Unilever’s mission is to protect one billion lives & save one
million children from water bound diseases by proving its water purifier
pureit. So company wants to spread awareness among the people. This
program promises to provide a rapid response to customer’s problem which
they are facing by using their water purifier & those customers which don’t
use the purified water. Management desires information on the program’s
effectiveness & its impact on customer behavior for the purpose of gaining
insight of consumer drinking habit, what they really want so to provide
product that meet & exceed consumer expectations. So company can target
the potential customers.
41
SIGNIFICANCE OF THE STUDY
Although this study is conducted at small level (only Noida and nearby) yet
the findings and suggestions of it will help the management of the
organization i.e. Hindustan Unilever Limited, in better way to understand the
detail study of areas Covering all the aspects of consumer behaviour on water
purifier and it will also consist the detail understanding of the competitive
brands of HUL’s water purifier. The study will also help the organization in
making decision regarding promotional schemes and also identified the
hidden opportunity in the certain other area other than corporate sale. So that,
the corporate consumer may be find the product more attractive due the
persons working therein may become demanding of HUL’s water purifier.
42
OBJECTIVE OF THE STUDY
Though toady’s market is very competitive for all type of consumables, but I
find that water purifier market is more competitive market in a view that
➢ it is residential or office consumable product, thus can be defined as
corporate sale.
METHODOLOGY
The basic needs of any research are data and method of collecting it. Data is
an information on the basis of which inference are drawn, therefore, data
become a very important and vital factor in research study. The main purpose
behind framing a methodology is to desirable the research procedure which
includes research design, data sources, data collection method, research
instructions, and sampling plan.
RESEARCH DESIGN:-
This is the comprehensive master plan of the study undertaking
given the general statement of the method used and procedure followed. It
help the researcher to insure that the requisite data, in accordance with the
topics of the study of all the aspects of corporate management, it will also be
consist of detail understanding all the competitive brands of HUL, and an
Questionnaire study will be conducted of own walk in different companies
with the reference of HUL was descriptive in nature. It is a kind of study,
which is undertaken when the researcher is interested in knowing to which
water purifier is operating and tries to take an appointment so that I can
explain about my product. The purpose of this study is to insure about the
“which type of water purifier is installed in the house”. Thus, the research
design used for study was descriptive research design.
Type of research
The research is descriptive in nature. The research describes phenomena
associated with a subject population or to estimate proportion of the
population that have certain characteristics by analyzing the research
questions
Questionnaire design: -
In the survey method I have used questionnaire as a research instrument
written & organized format containing all the relevant questions. The
questionnaire consisted choices & close ended structured. Which are easy to
summarize & there is no scope of misinterpretation
.
48
COLLECTION OF DATA
DATA SOURCE:-
➢ Secondary source
➢ Questionnaire
➢ Direct Question through Installing Pureit.
Questionnaire methods were mainly used for the undertaken topic. Survey
Method was mostly used for collecting data through Questionnaire study with
the helped of the framed questionnaire. regarding survey a detailed study are
conducted which is consists of areas covering of all the aspects of corporate
sector, this survey is also includes the detail understanding of all the
competitive brands of HUL through the framed questionnaire to understand
the physiology of the competitors, further, study will be conducted of own
walk in different companies to identify the hidden opportunities in the near by
areas, according to the need and permission of the very organization on behalf
on which I was appointed for the survey.
49
Type of sampling: -
Random sampling
Sampling size: -
It means how many people to survey. My survey was limited up 100 residents
of Noida City
50
SWOT ANALYSIS
It is one thing to discern attractive opportunities in the environment; it is
another to have the necessary competencies to succeed in these opportunities.
Each business needs to evaluate strengths and weaknesses periodically. In
examining its pattern of strengths and weaknesses, clearly the business does
not have to correct all of its weakness nor gloat about all of its strengths. The
big
question is whether the business should limits itself to those opportunities
where it now possesses the required strengths or should consider better
opportunities where it might have to acquire or develop certain strengths. A
market opportunity is an area of need in which a company can perform
profitably. Opportunities can be listed and classified according to their
attractiveness and the success probability. The company’s success probability
depends on whether its business strengths not only match the key success
requirements for operating in the target market but also exceed those of its
competitors. Mere competence does not constitute the competitive advantage.
The best performing company will be one of that can generate the greatest
customer value and sustain it over time. Some development in the external
environment represents threats. An environmental threat is a challenge posed
by an unfavourable trend or development that would lead, in the absence of
defensive marketing action, to sales or profit deterioration.
SWOT ANALYSIS OF HINDUSTAN UNILEVER
LIMITED
51
Strength of the organization
HUL tie-up with EUREKA FORBES LIMITED for auditing monitoring the
quality;
52
DATA
ANALYSIS
53
Existing Drinking Water source
T
5
9
2
1
M
B
C
%
1
5
u
o
a
r%
n
i
e
kn
c
e
i
w
rd
p
e
la
w
l
a
e
w
ra
t
e
r
DAT
W
6
,1
5
D
B
C
Candle filter water
%
8
4
o
a
8
i%
tn
l%
n
e
o
re
t
d
iu
w
W
n
ra
itg
fe
ir
e
r
It can be infer from the chart that out of the 100 respondents 57 were used
water purifier,15 do nothing to purify the water, 8 were used candle filter
water,14 were drink canned water & rest 6 were boiled the water.
So by analyzing the chart we can say that out of 100 respondents 85
respondents are treating the water before consumption. Rests 15 do nothing to
treat the water. So we can say in Noida most of the people are generally aware
of water contamination & do something to cure it.
It can be infer from the chart that out of the 100 respondents 18 water purifier,
6 do nothing to purify the water, 54 were used candle filter water, 8 were
drink canned water & rest 14 were boiled the water.
So by analyzing the chart we can say that out of 100 respondents 86
respondents are treating the water before consumption. Rests 14 do nothing to
treat the water. So we can say in Noida most of the people are generally aware
of water contamination & do something to cure it.
55
Do you use any kind of water purifier at
home?
56
If yes, which purifier do you use?
○ Aquaguard or Aqua sure
○ Pureit
○ Kent water purifier
○ Philips
57
D
5
4
6
Y
N
4
0
%
e
o
s%
n
’%
t
k
n
o
w
59
Does the water purifier ensure that water is
not wasted while purifying?
D
9
4
5
Y
N
1
%
e
o
s%
n
’
t
k
n
o
w
60
If you treat the water before consumption does it filter
Physical, Chemical and Biological impurities from
your water?
C
1
7
8
Y
N
7
.4
e
o
a
.
s9
n
2
7
'%
0
t1
%
s
a
y
It can be infer from the chart that out of the 100 respondents , 74 said that yes
our method of purifying give us physical dirt & impurities free water. 9
respondents don’t know whether they consume dirt free water or not & rest 17
were said that no their method of purifying the water don’t remove the
physical impurities.
61
Does the water purifier have an indicator
which tells you when the water purifier's
germ-kill power is over?
Y
8
5
4
%
2
0
e
C
s%
a
n
N
'
o
t
s
a
y
It can be infer from the chart that out of the 100 respondents 8 respondents
said that their water purifier don’t have an indicator which tells when the
water purifier's germ-kill power is over. 52 respondents said yes their water
purifier have an indicator which tells when the water purifier's germ-kill
power is over. Rest 40 respondents don’t know that their water purifier have
such indicator or not.
62
How frequently do you need to change the
candle in your purifier ?
○ 3 months
○ 6mnths
○ Once in a year
○ More than a year
63
Do you know that 80% of the diseases in
our country are water bound?
N
8
1
Y
3
7
e
o
s%
It can be infer from the chart that out of the 100 respondents 83 were know
that 80% of the diseases are water bound & rest didn’t know about it.
So we can say that in Noida most of the people are aware about the water
bound diseases
64
Do you know that boiled water is not
necessarily safe water?
N
7
2
Y
1
9
e
o
s%
It can be infer from the chart that out of the 100 respondents 71 were know
that boiled water is the safe water & rest didn’t know about it.
So we can say that in Noida most of the people are aware that boiled water is
not necessarily safe water to drink.
65
Is your water purifier backed by dependable
after sales service?
○ Yes
○ No
○ Exceptional
66
Comment on the price of your water
purifier?
• Affordable
• High
• Should be Revised
67
While buying any water purifier what
comes to your mind first?
○ Price
○ Health & Safety
○ Both
68
Criteria considered for Purchase?
Price
Technology
Aesthetics
Brand name
69
Can the water purifier run even without the
use of electricity and gas, thereby saving
ongoing costs?
N
3
7
Y
1
9
e
o
s
It can be infer from the chart that out of the 100 respondents 54 said that their
water purifier run from the electricity or gas, rest 31 said that their water
purifier can work without electricity or gas.
70
Does the water purifier work even when
you don’t get water in your tap?
N
1
8
Y
5
e
o
s%
It can be inferred from the chart that100 of respondents said that their water
purifier needs continuous running water & 15 don’t need continuous running
water.
71
Have you recently come across any kind of
marketing activities for purifiers?
○ Road shows
○ Visual Merchandising
○ TV Commercial
○ Direct Marketing
72
Where do you prefer to buy a water purifier
from?
Retail Outlets
Franchisee dealers
Demo at your doorstopper
Direct Marketing
73
N
6
3
Y
7
3
e
o
s,
3
6
7
3
It can be infer from the chart that 67% of the respondents said that they are
interested in knowing about a product that gives “as safe as boiled water”
without needing electricity and meets tough germ kill standard & only 33%
are not interested.
75
LIMITATIONS
Although all the efforts have been made to make the results as accurate as
possible, yet the survey suffers from some limitations. Following are some of
the limitations of the study. The purpose of mentioning these limitations is not
to dilute the quality of the results rather to enable the reader to judge the
validity of the result regarding the study. Following are some limitation of the
study.
➢ Finding of the study, which was done only at Noida / Greater Noida
➢ Last but not the least ‘Weather’ was the most important constraint
because it changes continuously. However, the limitation has been
judiciously counter balanced as far as practicable. However the
research of this type cannot be absolutely fixed in a perpetual
framework of time but in spite of some inherent limitations, think that
the very report may be useful for the particular organization.
➢ Most of the users don’t know about their water purifier’s features so they
might be give wrong answers.
76
FINDINGS
Most of the Noida residents are aware of water bound diseases.
Approximately one third of the public don’t satisfy with their current
water purifier.
67% of the respondents said that they are interested in knowing about
a product that gives “as safe as boiled water” without needing
electricity and meets tough germ kill standard that shows that they are
ready for change.
77
CONCLUSION
The project on corporate marketing gives the deep understanding of all the
aspect of corporate marketing, which covers all the key area of selling along
with all the glamour features such as brand reflecting, ambience, soothing
music, staff with the apt attitude to provide all the comfort required by the
customers. I have tried my level best to cover all the aspect of corporate
marketing of HUL offices along with the competitor’s analysis of the HUL
product. In spite of some limitations, the project is completed covering the
detail study of corporate marketing. Really, this project was like a challenge
for me, I have accepted and completed with the best of our efforts, knowledge
and skills. The study gives some of the conclusion, which is follows:
RECCOMMENDATION
➢ Approximately 65% market share is left, in and around Noida, where no water
purifier is installed and which shows substantial sale of machine could be
made in this area by persuading the probable customers.
➢ HUL should motivate its staff members to be more committed and loyal to the
company so that they can do value addition to HUL by serving better to the
customers. Motivation for store staff members include launching of incentive
schemes like providing commissions and awards like for the best who achieve
the maximum sales target in the year.
➢ HUL should be providing mobile facility of every PWE because they touch
with existing/potential customer.
➢ HUL should promote segmental targeting i.e. it should come up with schemes
for focused target segment.
➢ HUL should train its staff members and their sales employees from time to
time to make them aware of latest retailing techniques
BIBLIOGRAPHY
CONCERND BOOKS :-
MAGAZINES :-
➢ BUSINESS WORLD
➢ BUSINESS INDIA
NEWSPAPERS :-
➢ THE HINDUSTAN TIMES
➢ TIMES OF INDIA
ELECTRONIC REFERENCE
➢ http://www.google.com
➢ http://.wikipedia.org
➢ www.hul.co.in
➢ www.pureitwater.com
81
NAME:- …………………………………………………………………
ADDRES:- ……………………………………………………………...
OCCUPATION:- ………………………………………………………..
INCOME:- ……………………………………………………………….
2. Children :- O Yes O No
13. Do you know that 80% of the diseases in our country are water bound:
O Yes O No
83
14. Do you know that boiled water is not necessarily safe water?
O Yes O No
15. Is your water purifier backed by dependable after sales service?
O Yes O No O Exceptional
16. Criteria considered for Purchase?
O Price O Technology
O Aesthetics O Brand name
17. While buying any water purifier what comes to your mind first?
O Price O Health & Safety O Both
18. Can the water purifier run even without the use of electricity and gas,
thereby saving ongoing costs?
O Yes O No
19. Does the water purifier work even when you don’t get water in your tap?
O Yes O No
20. Do you know that filtration of water can’t decontaminate the water?
O Yes O No
21. Have you recently come across any kind of marketing activities for purifiers?
O Road shows O Visual Merchandising O Others
23. Overall how much do you satisfied with your existing water purifier?
O Fully satisfied O Partially satisfied
O Satisfied O Don’t satisfy
O Don’t satisfy at all
24. Will you be interested in knowing about a product that gives “as safe as
Boiled Water” without needing electricity and meets tough germ kill
Standard.
O Yes O No
25. Comment/Suggestion on ”Pureit” water purifier:-
…………………………………………………………………………………
……………………………………………….…………………………..
84