Aquaquard

1. What is your perception of the brand?

When water filters are discussed, the first brand that comes to my mind is Aquaguard and many a
time I call all water filters as an Aquaguard. I consider Aquaguard as a reliable and trust worthy
brand. The brand associates with health of its customers. The advertisements also talk about the
quality of water purification, which is certificated by recognized authorities on standards like
ISO.

I have interacted with the Aquaguard representative, who was well-versed with the installation
and did regular cleanups as part of guarantee. The helpful Aquaguard representative was
instrumental in reinforcing all confidence in the brand.

Aquaguard is freely available in all major stores and even online. It is the market leader and one
of the oldest names in the industry so has achieved a unique brand value. Since I perceive as an
established trustworthy brand, I will opt for Aquaguard water filters.

The brand’s advertisements generally are centered on mothers, families and children. The people
portrayed are very smart and urban. So, I think that the targeted audience is urban families,
which are more health-conscious and want to prevent water-borne diseases, and essentially urban
mothers for home usage.

2. Present a SWOT analysis for the brand.

a. Strengths
i. Market leader: As per 2009 data, of the 12,190.30 crore water purification market
in India, 62 % of which was controlled by Aquaguard.
Ref:
http://www.superbrandsindia.com/images/brand_pdf/consumer_3rd_edition/Aquag
uard.pdf
ii. Quality: It is the only purifier brand certified by Indian Medical Association. It is
also certified by 105 labs and all products bear ISO 9001 and 14001, ISI 14724
iii. Brand name: It was voted as Reader’s Digest Platinum Trusted Brand. It is features
in Superbrand and Mera brand lists. It is awarded by UNESCO the Water Digest
Award as the Best Complete Water Solution Provider 2008.
iv. Variety: Eureka Forbes has a variety of Aquaguard products ranging in the price
range of 5,990 to 27,990 Rs. using a variety of technologies like RO, UV, RO +
UV and in online as well as storage types
v. Strong workforce of conceiving salespersons, after-sales customer service and a
well-connected service network Eurosmile.
vi. Strong research and development capabilities
 b. Weaknesses:
i. All Aquaguard products function with electricity, which means no water in
absence of electricity. This becomes crucial when power cuts are affecting urban
India
ii. Aquaguard products are perceived to be expensive

c. Opportunities:
i. As per 2009 data, no more than 6% or 7% of Indian families used electric water
purifiers. So opportunity for reaching out to the others is immense.
Ref:
http://www.superbrandsindia.com/images/brand_pdf/consumer_3rd_edition/A
quaguard.pdf
ii. Water filters that run without electricity
iii. Rural India also faces issues with purity of drinking water. Aquaguard can build
products designed for rural India.

d. Threats
i. Market share being reduced by competitors like Kent, Pure IT, Swach

3. How is the brand positioned?

Aquaguard introduced the concept of water purification systems to India. Over time, Aquaguard
has become synonymous with the category of water purifiers.

The official site http://aquaguard.in/ clearly declares its philosophy “Bringing Purity to your
Loved ones, Aquaguard – The Water purifier For Pure, Safe Drinking Water”, positioning itself
as a product for the safety of the family.

The “Paani ka Doctor” tagline positions as a product that cures water and prevents water-borne
diseases. The “Healthiest water on Earth” tagline highlights that not only it purifies water but
also it increases the nutrition value of the water.

Aquaguard’s “Trusted by 10 million moms, certified by 105 labs” creates the image of trust is
shared by the common man (moms) as well as the expert (labs). This notion is strengthened by
depicting doctors as well as mothers in brand advertising.

Its advertisements also position Aquaguard salespersons as “water specialists” and friends who
helped you rather than salespersons, who wanted sell their products. This breed of
“Eurochamps”, as they were called, enhanced the brand’s trustworthy image.
Though the brand is generally positioned as a must in every urban home and a must in every
mother’s arsenal to combat diseases attacking her child, its website
(http://www.eurekaforbes.com/Common/EFL_Bussiness_PureWater.aspx) also tries to position
it as a must in offices.

4. Find out about advertisements by the brand. What do you think they are trying to
communicate? Who is their target audience according to the advertisements?

In 2007 (http://www.youtube.com/watch?v=Rh20tB8otok), an Aquaguard ad talked about the

sacredness of water in different religions and conveyed how purity of water is essential. Their
slogan then was “yeh jal amrut hai. Dhan hai. Jeevan hai” (This water is elixir of life, money and
life). This ad strategy was called 'Celebrate Water' which aimed to correlate importance of
drinking water to quality of life.

Another ad from the same year (http://www.youtube.com/watch?v=Yh52mUg51oQ) shows

Aquaguard’s change in the positioning approach. The focus is “Total health. Total water
purification.” “Indian Medical Association certified” Aquaguard now not only purifies water, but
also protects the body from within (liver, bones, digestive system etc.). The ad showcases how a
mother and her family trust Aquaguard.

Both advertisements end with the smart, trustworthy Aquaguard representative happily giving
you the helpline number, communicating how Aquaguard provides good consumer service,
besides good products. The Aquaguard representative and the helpline has become common
motifs in the brand’s TV as well as print advertisements.

A 2009 ad (http://www.youtube.com/watch?v=Xu_1sS_HN-I) brings the smart Aquaguard

salesman home, indicating how Aquaguard arranges for home visits and demonstrations. The
friendly salesman answers the queries of an inquisitive child that emphasizes how the E-boiling+
Aquaguard gives safe water that makes the child strong and smart. It is said to as good as water
boiled for 20 minutes, which communicates how time can be saved using Aquaguard.

In 2010 (http://www.youtube.com/watch?v=RYl9mN3ONSI), the now familiar “Paani ka

doctor” is launched. The Aquaguard salesperson knows about various problems with water like
saltiness and bore well water. The message that Aquaguard can purify all types of water (bore
well, mineral) without leaving any trace of virus, bacteria, an aftertaste, lead or chemicals is
clearly put forward.

The 2012 ad (http://www.youtube.com/watch?v=8-6v1Js9Nuo) focuses on trust (Aquaguard hai

Vishwas, Sehat ka Vishwas – Aquaguard is trust, trust of health). The idea is reiterated by
displaying the familiar iconography of a mother trusts the brand by giving Aquaguard water to
her child, even to an infant. The G.RO.UV.TH+ (Global. Reverse Osmosis. Ultra Violet, Taste
Heightener), which reads as Growth+, talks about how Aquaguard aids growth in children and
prevents water borne.
http://www.bestmediainfo.com/2013/07/pani-ka-doctor-aquaguard-gives-out-sehat-ki-awaaz-call/

2013 (http://www.campaignindia.in/Video/348685,aquaguard-refreshes-proposition-with-the-
8216sound-of-good-health8217.aspx) brings “Healthiest water on Earth” and “Sehat ki Awaz”
(sound of health), which positions Aquaguard water like a health the preserves natural nutrients,
minerals and calcium and removes lead, virus, bacteria, pesticides.

Monsoon sees an increased visibility of Aquaguard advertisements, especially in print media

which messages like “THIS MONSOON protect and keep your precious ones safe” bringing
water-borne diseases rampant in monsoon and the resulting need of Aquaguard in focus.

The target audience is the urban mother, who becomes to protect her child from water borne
diseases and give him the healthiest foods for his growth.

5. Find out how people perceive the brand.

Women perceive Aquaguard as a safety shield that ensures family health and keeps away illness
from children. Aquaguard is considered as trustworthy, hygienic and durable. Its after-sales
services are also commended. Though a little expensive, it is perceived as a reliable product.
(Also used:
http://www.hgsitebuilder.com/files/writeable/uploadvertisements/hostgator427959/file/ijars175.p
df)

Brand Asset Valuator (BAV) that examines consumers' brand perceptions, rates Aquaguard

higher in Differentiation, Esteem, Relevance and Knowledge than all its rivals. (Ref:
http://articles.economictimes.indiatimes.com/2013-06-19/news/40069911_1_brand-asset-
valuator-bav-brand-perception)

6. You are supposed to analyze 360 degree marketing campaign for the brand assigned to you.

Tagline: Paani ka Doctor. Health is Wealth

ATL Activities:
1. TV commercials
2. Advertisements in newspapers, especially in Monsoon and on Mother’s day
3. 'Say No to Lead' campaign where ill-effects of lead in water highlighted. Educational
booklets distributed via print media
4. Sponsor of Satyamey Jayate (http://www.satyamev-jayate.org.in/sponsors.htm), to be
associated with social awareness.
5. Aquaguard sponsors seminars on water related subjects
6. Installation of free Aquaguard in public parks like Nana nani park (Shivaji Park)
7. Plus glow signs at restaurants using Aquaguard (Ref:
http://www.superbrandsindia.com/images/brand_pdf/consumer_1st_edition_2004/aquagu
ard/aquaguard.htm)
BTL Activities:
1. Direct selling: home visits by Aquaguard salespersons
2. Free water kiosks/water bottles (Ref:
http://www.superbrandsindia.com/images/brand_pdf/consumer_1st_edition_2004/aquagu
ard/aquaguard.htm)

Digital Activities:
1. “Open your eyes to the HEALTHIEST WATER ON EARTH” message clearly
showcased.
2. Healthy Mondays, Water Wednesdays posts emphasize purity of water, risk of water
borne diseases, importance of having healthy, pure and safe water for your family.
3. Posts/Pictures/Posters emphasizing importance of water on earth, in human as well
animal life and messages to encourage saving of water.
(Ref: https://www.facebook.com/EurekaForbes?fref=ts,
https://twitter.com/EurekaForbes)
4. Website (http://www.eurekaforbes.com/Products/EFL_Pure_Water.aspx) debunking “myths”
about water purification, how traditional methods like boiling are not fool proof.