PROJECT ON E-MARKETING ON E-PLANNING OF PURE IT

SUBMITTED TO: PROF. TRPTI MAHRA

SUBMITTED BY: ATUL MISHRA (12013) VIKASH KUMAR (12054) Section-A

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CONTENTS
INTRODUCTION ABOUT THE PRODUCT E-PLANNING USING SOSTAC MODEL SITUATIONAL ANALYSIS FOR PURE IT OBJECTIVES FOR PURE IT STRATEGIES FOR E-PLANNING OF PURE IT TACTICS FOR PURE IT ACTIONS AND CONTROL BIBLIOGRAPHY

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INTRODUCTION ABOUT THE PRODUCT
Pureit is a range of water purifiers made by Hindustan Unilever currently sold in India, Mexico, Brazil, Sri lanka, Nigeria, Indonesia and Bangladesh, consisting of seven models: Pureit Classic, Pureit Advanced, Pureit Compact, Pureit Classic Autofill, Pureit Intella, Pureit Marvella and Pureit Marvella RO.[1] Pureit was first launched in Chennai in 2005[2]. Pureit claims to meet the E.P.A. germ-kill criteria. Pureit Classic removes germs without needing electricity or pressurised tap water. Pureit Classic costs Rs. 2200.

Pureit consists of four parts that purify the water in four stages: a 'microfibre mesh', a 'compact carbon trap', a 'germkill processor' and a 'polisher', as branded by Hindustan Unilever. For the Pureit Marvella model, the microfibre mesh has been rebranded as a 'pleated filter', while the compact carbon trap has been rebranded as an 'activated carbon filter', along with a prefix of 'unique'. The microfibre mesh functions as a sieve, filtering out visible dirt. The carbon trap removes parasites and pesticides. The processor is a tablet consisting ofchlorine. This stage removes bacteria and viruses. The polisher improves taste and clarity of water and removes the residual form of chlorine from the water. These four parts are collectively branded the germkill kit or the battery.
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This battery needs continual replacing, as indicated by a germkill battery indicator visible on the front of the device. Pureit also features an 'auto switch off' mechanism whereby the filter prevents the flow of water following the consumption of the germkill kit. This kit itself comes in various models. The model of the germkill kit determines how much water it can purify before the kit needs replacing. There are currently four germkill kits available, ranging from 2250 litres for Rs. 550 to a 1500 litre kit available for Rs. 400.

The germkill kit is designed to work at 25° C in moderately humid conditions. The volume specified by the germkill battery assumes these conditions. The germkill kit has an expiry date of three years from the date of packaging.

Pureit is available in seven models: Classic, Advanced, Compact, Autofill, Intella, Marvella and Marvella RO. Pureit Classic is the base model, and the first model introduced. It is available for Rs. 2200. It has a capacity of 9 litres in the top chamber, and another 9 litres in the bottom, transparent chamber.Total volume of this purifier is 23 litres. Pureit Advanced is almost the same as the Classic model with 23 litre capacity. However, the difference in this model is that it purifies water not once but twice to remove the impurities in the water and is a way sleeker looking model. It retails at Rs. 2800 but some online sites like Flipkart sell it for Rs. 2750.

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Pureit Autofill is identical to Pureit Classic, but has the ability to refill itself automatically if connected to a water supply using what is branded as a 'hydrosensor'. Pureit Autofill is available for Rs. 3200. Pureit Compact is available for Rs. 1000. It has a capacity of 10 litres: 5 in the top chamber, and a further 5 litres in the bottom. These three models are available in a choice of two colours, branded by Hindustan Unilever as burgundy and royal blue. Pureit Marvella has been branded as 'India's first fully automatic water purifier'.[4] Pureit Marvella is capable of automatically filling itself. Marvella also has an 'Insta-serve' jug: a jug that can be plugged into the purifier, and automatically filled. Pureit Marvella also has a capacity of 4.5 litres. It is available for Rs. 6900. All six Pureit models claim to provide water that meets the germkill criteria of E.P.A. in regards to bacteria, viruses and pesticides without the use of electricity.

HUL claims Pureit does the following:
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Meets E.P.A. germ kill criteria. Provides complete protection from waterborne diseases caused by germs. Is 'As Safe As Boiled Water'. This is also Pureit's tag line.

It has been tested by the following institutions:

SRL Ranbaxy Clinical Reference Laboratories, Mumbai, Maharashtra.
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Sundaram Medical Foundation, Chennai, Tamil Nadu. King Institute of Preventive Medicine, Chennai, Tamil Nadu. Indian 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, Tamil Nadu. London School of Hygiene and Tropical Medicine, UK. Scottish Parasite Diagnostic Laboratory, Glasgow, UK

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E-PLANNING USING SOSTAC MODEL

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SOSTAC® stands for:
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Situation – where are we now? Objectives – where do we want to be? Strategy – how do we get there? Tactics – how exactly do we get there? Action – what is our plan? Control – did we get there?

We’ve applied this approach in creating our Internet marketing planning template and I’ve also used it in my books applying it to the core aspects of digital marketing. You can see it gives a logical order for tackling your plan (with iterations) and you should also use it to critically assess your processes. Ask, for example what you may be weak at? Ask… Do we fail to complete situation analysis? Are our goals unclear? Do we have a strategy? Do we control performance using analytics?

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SITUATIONAL ANALYSIS FOR PURE IT
To understand the current and future environment in which the company operates. Involves consideration of all of these factors and will form the basis for defining objectives, strategies and tactics. It includes the following:  SWOT analysis  Demand analysis  Competitor analysis  Intermediary analysis

1.SWOT ANALYSIS
• Technique to understand Strengths, Weakness, Opportunities, and Threats being faced in order to achieve a particular objective. • SWOT helps to construct a strategy that aligns opportunities and strengths.
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• To effectively differentiate yourself from your competitors. • At the same time mitigating potential threats facing this strategy.

STRENGTHS OF PURE IT
Here are some questions we can use to help determine our strengths for pure it: - Do we have any cost advantages (access to cheaper resources)? - Do we make use of exclusive distribution rights? - Do we have any logistical advantages? - What do we do better than anyone else? - What do our customers see as our strengths? - What might our competitors say are our strengths?

WEAKNESS OF PURE IT
Weaknesses are opposite of strengths, or even just the absence of strengths in particular areas. - Are our resources too expensive, or our cost structure too expensive?
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- Are our distribution channels weak? - Are our distribution rights non-exclusive or shared? - If customers have left us, why was this? - If we are consistently failing to make sales, why is this?

OPPORTUNITIES OF PURE IT
Examining the external environment may result in identifying new opportunities. Examine our already completed strengths and determine if any of them could evolve into opportunities. Additionally, we could examine our weaknesses to see if resolving any of them would lead to opportunities. • What are the major trends in the marketplace? • What are the trends in government policy/law? • How are people’s social behaviors changing?

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• How are populations changing? • How are environments changing? • What is likely to be our competitors focus in the coming years? • What are customers asking for? • Have we noticed changes in what our customers are buying? • How are peoples lifestyles, working environments changing?

THREATS OF PURE IT • Could customer needs or trends shift our customers away from us or our product? • Are there potentially new laws or regulations which could impact us? • Could new technology render our business/ project/ skills/product obsolete? • What barriers are in our way preventing us from getting to where we want to be, and can these be overcome?

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THE SWOT ANALYSIS

Strengths • Cheapest in local market • Wide range of purifier as compared to physical store. • Low overhead cost. Popular Platform Opportunities • Hygiene factor towards drinking water gaining popularity in market • Increase in sales of purifier online.

• • • •

Weakness No exclusive distribution rights Lack of Focus Poor Customer Support Limited Distribution

Threats • Kent purifier big competitor • Retail sales highly concentrated for purifier • Online demonstration is a difficult task.

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2.DEMAND AND COMPETITION ANALYSIS
There are three types of Water Purifiers in the market  Ultra violet based  Reverse osmosis based  Chemical based The UV segment constitutes more than 55% of the industry and has its key focus area for water Purifier manufacturers because of higher margins it offer. The Indian water purifier market has tremendous potential with a market size of approximately INR 1400 Cr ore. It is more evident from the fact that global majors such as Philips and Hindustan Unilever have stepped in the area. In the years to come, we can expect to see others entering the battle. Competitors Eureka forbes ltd Aqua guard Kent Zero B Tata swatch kenstar
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Data interpretation and analysis

The below data is based on the sample size of 42 outlets
1.Type of water purifier stocked in outlets Water purifier type Storage Inline Both(storage & inline) total No of outlets 34 00 08 42 percentage 81 00 19 100

It is observed from above table that 81% of ooutlet have stocked only storage water purifiers and 19% outlets have stocked both storage and inline purifier.

2.Brands of storage water purifier stocked in outlets brands Pure it Aqua sure Others total No. of outlets 19 07 16 42 percentage 45 17 38 100

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3.Average sale of the storage water purifier Particulars in Rs. 1000-10000 10000-20000 20000-30000 30000-40000 40000-50000 Above 50000 No. of outlets 08 14 12 04 02 02 Percentage 19 33 29 09 05 04

4. Brand wise quantity of water purifier stocked brand Pure it Aqua sure Tata swatch Kent Usha Rama & ganga total Units stocked by outlet 681 062 090 005 005 240 1083 percentage 63 06 08 0.50 0.50 22 100

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5. Brand wise sales of water purifier per month Brand Pure it Aqua sure Tata swatch Kent Usha Rama & ganga total Units stocked by outlet 553 034 062 002 002 215 868 Percentage 64 04 07 0.25 0.25 24.50 100

6. The average shelf life of pure it Shelf time (days) 1-5 6-10 11-15 Above 15 total No. of outlets 26 14 02 00 42 Percentage 62 34 04 00 100

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OBJECTIVES FOR PURE IT
Most e-marketing plans aim to accomplish multiple objectives such as: – Increase market share – Increase sales revenue – Reduce costs – Achieve branding goals – Improve databases – Achieve customer relationship management goals – Improve supply chain management.

THE OBJECTIVES FOR E-PLANNING OF PURE IT MAY BE CATEGORIZED AS FOLLOWS:  Leveraging credibility of the company  offer tips, information and advices

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 creating awareness about the product as it will be displayed on the most visited website like face book.  Improve the service of the customer and vendor as well  Putting all maintenance part on line to put the customer on comfort side.  No customer database available on field.  Easy payment option.  Demonstration of product that will create awareness about the product.  Poor response from the customer in case of direct selling as they were not allow to demonstrate. No customer database available on field.

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STRATEGIES FOR E-PLANNING OF PURE IT

SEGMENTATION
-Demographic segmentation  All age group people  Family income >15000  Lower-middle to higher social classes -Geographic segmentation
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 Tier1 and tier 2 cities  Semi urban and urban areas -Psychographic segmentation  Hygiene oriented people(values)  Addicted to purified water(personality)

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TARGETING
Multi segment targeting due to accessibility, profitability, growth and distribution system.  Social network users (who actively spends 2-3 hours per day).  Online shoppers (who generally used to shop online)  Hygiene oriented families

POSITIONING
– Help to create a desired image for a company and its products in the minds of a chosen user segment. – Concerns brands, the company itself, or individual products, – Help to control brand image. Positioning is the process of creating this image. A position is the resulting view of the firm or brand from the consumer perspective.

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PURE IT can be position on the basis of: – Product or service attributes (“the finest water purifier”), – High-tech image (“three process distilled purification”) – Benefits (“storing capacity is 20 litres”) – User categories (“best purifier for middle class families”) – Comparison with competitors (“our purifier is less expensive than the Kent & other purifiers”), – Take an integrator position (“a full range of products and services”).

DIFFERENTIATION
“differentiation as the process of adding a set of meaningful and valued differences to distinguish the company’s offering from competitors’ offerings.” PURE IT can be differentiated along five dimensions 1. Channel differentiation- the distribution system is present in 18 two tier and 6 one tier cities. The delivery response is within 2 days.
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2. Service differentiation- extensive network of service centres across all distribution network. Online query resolve also available. Accessories to every product also available online. 3. Product differentiation- product is differentiated on the basis of durability, storage capacity and 3 processing filters. 4. Personnel differentiation- organization people are highly commited towards the customer and service delivery. 5. Image differentiation- highly ethical in terms of its value creation.

CRM/PRM
Building relationship with customers by providing them various benefits and facilities with our services. It does help in retaining and bringing new customers also result in viral marketing in certain cases.  Loyalty programs  Customers will be acknowledged about the products accessories and the time to change with the help of direct mailers.

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 Maintaining customer databases to introduce them about the products and services.

COMMUNICATION
the main idea is to communicate the message through an effective media and in a right way so that it should reach the targeted segment in an efficient way and the objective of communication should be achieved.  Videos: use of instream and inslate ads during the video on youtube.  Image: use of attractive images to communicate the message to our target segment.  Text: using virtual text so that the messages can be efficiently decoded by the receiver.

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DISTRIBUTION
A distribution channel is a group of interdependent firms that transfer product and information from the supplier to the consumer. Selling agents represents affiliate programme( affiliate websites) Manufacturing agents represents travel reservation sites Virtual mall represents yahoo stores The distribution is done mainly through the outsourced logistical system. • Logistical functions include physical distribution activities, such as: • Transportation • Inventory storage • Aggregation of products • Logistical functions are often outsourced to third-party specialists. • Third-party logistics providers can manage the supply chain and provide value-added services.(UPS,FEDEX)

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TACTICS FOR PURE IT
Actual ideas in action. Such as campaigns, which will be implemented are the best way to describe tactics. This includes all the activities which will be conducted. From social media campaigns to landing pages, website optimization etc. Result of this step- Concrete list of activities to implement. It also includes the marketing mix and the communication mix of the complete content of the plan.

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ACTIONS AND CONTROL
Actions and Control The budget required for implementing the digital marketing plan must be created. The resources needed along with a timeline. With the SMART objectives it is also easier to have Key Performance Indicators for the strategies. Using analytics these KPIs can be measured. They can then be used to refine the marketing plan as well as report the outcome of the marketing plan. Result of this step- Timeline for the plan, Resource allocation, Performance Measures.

Specify
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Tasks Resource Partnering and outsourcing Budget including cost for development and maintenance Staff

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Implement
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Risk assessment Legal issues Team organization and responsibilities Development and maintenance process

Control
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Identify a measurement process and metrics covering: Business contribution (channel profitability C revenue, costs, return on investment)

Marketing effectiveness (channel outcomes C leads, sales, conversion, rate, channel satisfaction)

Online marketing effectiveness (channel behavior C page impressions, visitors, repeat visits, conversion rates)

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BIBLIOGRAPHY www.google.com www.wikipedia.com www.marketingmavens.in www.yahoobook.org

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