A

PROJECT REPORT
ON
“ANALYSISOF THE DISTRIBUTION STRATEGIES
OF USHA USHA-BRITAPURIFICATION SYSTEM IN
LUCKNOW”

PURE PIYO MORE JIYO

MASTER OF BUSINESS ADMINISTRATION
(Affiliated to GBTU, Lucknow)
Academic Session
[2009-2011]
Submitted By
Sandeep Kr. Singh
MBA – III SEM
Roll No. 0907470080
Under the Guidance of:
External Supervisor: Internal Supervisor
Mr. Bhupendra Nath Mr. Prashant Sharma
(Senior, Branch , Manager) Faculty of Marketing
Marketing & Sales , Lucknow DIMS, Meerut

1
 DECLARATION CERTIFICATE

This is to certify that the work presented in this report entitled “ANALYSIS
“ OF THE

DISTRIBUTION STRATEGIES OF USHA USHA-BRITAPURIFICATION SYSTEM IN

LUCKNOW” Submitted in partial fulfillment of the requirement for the award of degree of

Master Of Business Administration, Mr. Prashant Sharma , Faculty of Marketing , DIMS,

Meerut is an authentic work carried out under my supervision.

To the best of my knowledge,the content of this project does not form a basis for the

award of any previous degree to anyone else.

Date:- Mr. Prashant Sharma

Faculty Of marketing
DIMS,Meerut.

2
 Certificate

This is to certify that the project work done entitled analysis of Usha Brita Purification system

in the market with its competitors is a bonafide work carried out by SANDEEP KUMAR

SINGH MBA (3rd Sem) under our supervision and guidance.The project report is submitted

towards the partial fulfillment of 2 – year, full time Master Of Business Administration.

This work has not been submitted anywhere else for any other degree/diploma.

FACULTY GUIDE INDUSTRY GUIDE

Mr.Prashant Sharma Mr. Bhupendra Nath
MBA (Deptt.) Senior Branch Manager
(Marketing & sales)

Dated:-

3
 Declaration

I hereby declare that this project report entitled ANALYSIS OF THE

DISTRIBUTION STRATEGIES OF USHA USHA-BRITAPURIFICATION SYSTEM

IN LUCKNOW is written and submitted by me under the kind guidance of industury

guide Mr.Bhupendra Nath(Senior Branch Manager Marketing & Sales) and Mr.

Prashant Sharma Faculty Guide D I M S, Meerut. The finding and interpretations in

the report are based on both primary and

secondary data collection. This project is copied from any source or other project

submitted for similar purpose.

Sandeep Kumar Singh

MBA – III Sem
Roll No. 0907470080

4
 Acknowledgement

I would like to take this opportunity to thank the following people who have directly or

indirectly contributed towards the completion of this dissertation and without their help this

in the present form would have not been possible.

I am thankful to Dr. Gaurav Kaushik , HOD(MBA Deptt.) DIMS,Meerut and Mr.Prashant

Sharma faculty MBA deptt , and Mr. Bhupendra Nath Senior Marketin Manager Industry

Guide,for giving me opportunity to work on such a nice project as my project.

Last but not the least my special thanks to my parents without their support my MBA course

would not have been possible.

Sandeep Kumar Singh

MBA – III Sem
Roll No. 0907470080

5
 Table Of Contents

CONTENTS Page No

 Certificate 3
 Declaration 4
 Acknowledgement 5
 Executive Summary 7
 Introduction 8-9
 Company Profile 10-21
 Objective 22
 Research Methodology 23-85
 Data Analysis and Findings 86-92
 Conclusion 93
 Suggestion 94
 Bibliography 95-96
 Annexure. 97-100.

6
 EXECUTIVE SUMMARY

Usha Brita Waterguard purifiers are products from the well known brand of Usha
Shriram, the leaders in Home Appliance , Furnitures , Cookware, Lighting and Brita
Water Purifier Systems GmbH, Germany. It’s a 50-50 joint venture between the Usha
and Brita.

Brita is the world's no. 1 company in the field of domestic table-top water filtration
systems. Its products are sold in over 75 countries and has more than 200 million
satisfied customers across the world. It has six manufacturing plants in countries such
as Germany, USA, UK, Switzerland, Canada and India. Brita water filters are the
largest selling water filters in countries like Germany, USA, UK, Australia and Canada.

The business of water purification is the business of life. USHA BRITA has been
romancing water for over a decade, having invested thousands of man-hours into
research and development and today offers the country's largest range of water
purification systems, converting almost every kind of urban and rural tap water into
safe drinking water. USHA BRITA was the first company in India to launch in 1997 - a
table top storage water purifier using ion exchange technology which does not require
either electricity or running water and gives absolutely safe potable water. This product
was the perfect answer to Indian conditions and consumers.

Water is a necessity of life and pure drinking water is a basic need of the human body.
If the quality of water that we drink is not good, we can get easily affected with various
diseases. The water we drink in our homes reaches us through pipelines. These
pipelines, once laid down, are for ever and are hardly repaired or replaced. During its
course a lot of biological impurities and hazardous chemicals get mixed with water and
ultimately get into our body.

7
 INTRODUCTION

The business of water purification is the business of life. USHA BRITA has been romancing
water for over a decade, having invested thousands of man-hours into research and
development and today offers the country's largest range of water purification systems,
converting almost every kind of urban and rural tap water into safe drinking water.
Usha Shriram Brita is a 50:50 joint venture between USHA SHRIRAM ENTERPRISES
PVT LTD, a company well known and trusted in India for its 'USHA LEXUS' and
'EUROLEX' brand of household products, and BRITA GmbH of Germany, a world leader in
household table-top water filter systems BRITA, a 40 year old company in the business of
water filtration, now has a formidable 85% market share worldwide in table-top water
filtration systems. It has six manufacturing plants in countries like Germany, UK,
Switzerland, USA, Canada and India, and its products are sold in over 80 countries across
the world.

BRITA has an annual turnover of over DM 650 million. Water is a necessity of life and pure
drinking water is a basic need of the human body. If the quality of water that we drink is not
good, we can get easily affected with various diseases. The water we drink in our homes
reaches us through pipelines. These pipelines, once laid down, are for ever and are hardly
repaired or replaced. During its course a lot of biological impurities and hazardous
chemicals get mixed with water and ultimately get into our body. Groundwater is another
major source of drinking water and is most of the time not suitable for drinking, both in
terms of purity and taste. More than 80% of the diseases are the result of contaminated
water. Thus pure and clean drinking water is a must for human body. Thanks to growing
awareness in people, who are getting health conscious day by day, they now want purified
drinking water.

8
In the last one decade, USHA BRITA has launched a vast range of highly innovative
domestic water purification products to cater to the needs of various customers with varied
incoming water conditions.

USHA BRITA was the first company in India to launch in 1997 - a table top storage water
purifier using ion exchange technology which does not require either electricity or running
water and gives absolutely safe potable water. This product was the perfect answer to
Indian conditions and consumers. Over the years, it has launched a range of products
based on other technologies such as Ultra-violet (UV) purification and Reverse Osmosis
(RO) purification. It has also launched water softeners and iron removal systems.

USHA BRITA now has one of the largest range of water purification products in Indian
Market for Domestic, Commericial and Industrial requirments.

9
 COMPANY PROFILE

INTRODUCTION

USHA SHRIRAM BRITA is a joint

venture between
Usha Shriram (India), a tusted
household name for over four
dicades, and Brita Wasser filter
system GmbH of Germany the
world No -1 companey in the
water filtration system. Usha, as you are all aware, is known for
Fans, Lexusfrniture home Appliances (these are just some of their
prodocts ) Brita is not only
Siddharth shriram synonymous with water filtration system, But is also a
Chair person hallmark of advean German Techonology. The companey exits
in over 70 countries worldwide and is spread across all seven contries.It has over 40 year
experience.There are 70 million satisfaction users who benefit from the water filtered and
purified by system developed and marketed by Brita.
We are a diversified group with business interests in Home Appliances, Furniture,
Water Purification Systems, Mobile Phones, Electronics ,Electrical equipment,Lighting,
Kitchen Appliances among others. Usha, Usha Shriram Lexus, Usha Lexus, Usha
Brita etc. are brand names synonymous with quality and reliability.

Our products sell both within the country and in many other countries across the world.
Our brands are among the most well known brands in India and command instant
recall and have phenomenal goodwill.

10
The group’s philosophy is based on the basic principle of customer satisfaction. To
this effect, we have been taking extensive
measures to design our products based on consumer feedback with innovative and
useful features and finally culminating in
delighting the customer through best Pre-Sales and After-Sales Service.

Usha Shriram Brita brings you some of the best Water Purification technologies in the
world to address a cross section of varied impurity & hardness challenges across the
country. The systems also effectively answer the typical Indian lifestyles and water
consumption patterns. At Usha Shriram Brita, water purification is a passion which
manifests in a constantly evolving product range now already 8 systems strong and
poised to add many more in the coming days.

THE SHRIRAM GROUP HISTORY

The group was incorporated by Lala Shriram (grandfather of Siddharth Shriram) in

1889.

Over the next 100 years, the group expanded into textiles, chemicals, sugar,
automobiles, engines, rayons / nylon tyre cord, automotive components, edible oils,
heavy chemicals (fertilizers/ chlor caustic), engineering foundries, sewing machines,
fans, home appliances and other kind of items.

In 1989, the group was split amongst the descendants of Lala Shriram and the
businesses that came to Siddharth Shriram’s group have been mentioned below.

11
Mission

Usha brita’s mission is to pursue excellence in all its spheres of business activity. UIL
believes in providing reasonable returns to its shareholders and adding value to all its
principals' business operations. UIL is one of India's leading sales, marketing,
distribution and manufacturing organisations, striving to meet customer requirements
and providing customer satisfaction, thereby building trust in the Company and its
products.

NEW DELHI, June 18 Asia Pulse - After consolidating its presence in the over Rs 10
billion ($US245.3 million) Indian market for water purifiers, Germany's Brita GmbH is
planning to make the country a hub for its Asia Pacific operations.

"As part of synergising our global operations with India, we are looking at making the
country a manufacturing and sourcing hub for exports of Brita products to the Asia
Pacific market," Uwe Belz, Brita Group Technical Director and Executive Board
Member, said.

The company operates in India through a 50:50 joint venture with the Shriram Group.

As part of its plans, it would buy the products of the JV company - Usha …

12
Life @ Usha

When you join Usha International you become a part of a family of approximately 2200
people, where each individual is a valued and cherished member.We at Usha believe
growth-directed change can be achieved through committed and competent people.
Keeping this in mind, we have laid down the following human resource policies to keep
our people on the path to continuous improvement

 To achieve excellence in all our operations by improving the effectiveness of all

employees.
 Recruitment of competent personnel at all levels.

 Plan and monitor career development and succession planning.

13
MANUFACTURING FACILITIES

Excellent manufacturing facility with the latest state-of-the-art CNC controlled turning
centers, machining centers, very high precision internal and external grinders and
super-finishing machines. SFII also has a full-fledged heat-treatment facility including
sealed quench furnace, vacuum hardening furnace and sub-zero treatment. This is
supported by extensive inspection and testing facilities including a modern standards
room and metallurgical laboratory.

Finished Product Audit

14
 In order to ensure customer satisfaction and delight USHA also has a well established system

for checking the products for fitment, performance and functional.This is done on a random

sampling basis for every batch of product, before dispatch.

QIALITY CIRCLE
Workmen at USHA are committed towards improving the quality of the products as well

as improving the working environment – this is achieved through Quality Circles wherein

come together to discuss quality related issues for improvement and progress.

15
S y s t e m s & Te c h n o l o g y

Year 2001, Journey of SAP started in Usha International Ltd. with roll-out of SAP R/3
Version 4.6C across all locations leaving behind the legacy application.

16 Sales Office, 1 Plant and 20 Godown were brought on private wide area network
(VPN) to get the benefit of centralized SAP application hosted on robust and reliable
IBM iSeries servers at corporate office.

The core areas of the business were mapped in SAP with three modules i.e SD,MM,
FI/CO and later added Country India Version (CIN) & PP module. The effective
adoption of SAP has brought standardization of process & methodology provides
enhanced productivity.

Last year, the ERP system has been upgraded to the latest version i.e mySAP ERP-
2005(ECC6) alongwith the robust and reliable iSeries servers from IBM. Company
has gone for both technical and functional upgrade with new and enhanced
functionalities of the system.

With the enhancement of SAP application, the network setup also been upgraded from
PSTN to dedicated broadband link at most of the godown locations, to ensure effective
and secure utilization of new / enhanced SAP functionalities and better response time.

Supplier Relation Management ( SRM) software has been integrated with the ERP
system to enable online interaction with large vendors over the Internet.

Similarly Online Service support software has been introduced at company’s

authorized service center to ensure the faster and prompt response to our valuable
customer.

Security of Information system is accorded top priority, A third party ISO17799 audit
was carried last year and comprehensive IT Security policy framed, which is monitored
and adhered to, so as to ensure that its business operations are not compromised .

16
Awards and Certificates

Our products have won some prestigious awards and have been certified by several
Indian and foreign laboratories for its performance. WATERGUARD has won the
"Golden Peacock Most Innovative Product 1999" and WATERGUARD-digital has won
the "Golden Peacock Most Innovative Product 2000" awards. Our product are
certified by well known laboratories and institutes around the world, such as :

1. Institute of Hygiene and Environmental Medicine, University of Frankfurt,

Germany.
2. Ceylon Institute of Scientific and Industrial Research, Sri Lanka.

3. International Centre for Diarrhoeal Disease Research, Bangladesh.

4. All India Institute of Medical Sciences (AIIMS), New Delhi.

5. Patel Chest Institute, New Delhi.

6. Haffkine Institute for Training , Research and Testing, Mumbai.

7. Shriram Institute for Industrial Research, New Delhi.

8. Department of Veterinary Microbiology, G.B.Pant University, Pantnagar,

Uttaranchal.

9. Directorate General of Health Services, Lady Harding Medical College

and Smt. Sucheta Kriplani Hospital, New Delhi.

10. Department of Microbiology, Osmania University, Hyderabad.

17
CII AWARD FOR USHA

The vihaari quality circle team has won the First prize in the CII AP state level quality

circle competition. The award was given to the team on the 26th Feb 09 on their

annual day  by Dr B V R  Mohan Reddy Chairman CII southern region.

   

18
WORKING PLANT

All stages of Production are well documented in the manufacturing table & all the

processes have been displayed in the work instructions at each stage.

All the major models have BIS marking.

ISO certification was obtained in April '06 for ISO 9001 :

19
Manufacturing Facilities

S Address Products
No
.

1 Usha Fan Industries Electric Fans

Roynagar Bansdroni
Kolkata-700070
Phone No 033-4111901, 4110140

2 Hyderabad Engineering Industries Electric Fans

P.O. Balanagar Township
Hyderabad-500037
040-3078691

3 Shriram Fuel Industries Ltd. Fuel Injection Equipments

P.O. Balanagar Township
Hyderabad-500037
040-23078629

4 Water Cooler & purifier Factory Water Coolers & water

Usha Brita Limited purifiers
(Refrigeration Division)
Plot No. 14, Sector 4,
Faridabad - 121 004
Tel. : 95129 - 2302701, 702 
Fax : 95129 - 2248497

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Careers

If you like to dream, Usha Shriram Brita provides you a perfect platform to kick start
your dreams. We are proud of our ability to nurture individuals and provide them the
space and empowerment they need to hone their talents. We believe that excellence
in an organization steps from its people. It is the combination of their talent and ability
that makes the place successful. Our employees come together with a wide variety of
skills and backgrounds to create talented teams for accomplishing results. We are
constantly looking for motivated, passionate people to join our various departments at
various locations. If you would like to be a part of the dynamic Usha Shriram Brita, we
ensure you an excellent career growth. Usha Shriram Brita brings with itself the latest
in Technology, Quality and People practices ensuring in providing the right sync to
produce the best water purifiers by bringing out the best in people. You could play a
decisive role in transforming the water purifier landscape in India by being part of this
adrenaline pumped team. To see the career openings at present, click on our current
opportunities Or email your resume to resume@usha.in so that we can spot the right
opportunity for you.

21
OBJECTIVE OF THE PROJECT

My main objective of the study on this project is to demonstrate the marketing strategies of
Usha Brita India Ltd. And to arrive at my findings, I have done few analysis:-

(a) SWOT Analysis

(b) PEST Analysis

And also 5 P’s of Marketing:-

 Product

 Price

 Physical Distibution

 Promotion

 Positioning

22
 RESEARCH METHODOLOGY

Achiving accuracy in any research requires in depth study regarding the subject. As the
prime objective of the project is to compare Usha Brita with the existing competitors in the
market and the impact of Eureka Forbes on Usha Brita,the research methodology adopted is
basically based on primary data via which the most resent and aaccurate piece of first hand
information could be collected. Secondary data has been used to support primary data
whereever needed.

Objective of the research

 To gain familarity with a phenomenon or to achiever new insight in to it ( studies

with this object in view are turn as exploratory or formulative research studies )

 To portray the characterstics of a paticular indivisual situational or a group

( studies with this object in view are known as discriptive research studies.)

 To determine the frequecy with which something occurs or with which it is

associated with something else. (studies with this object in view are known as
digonistic research studies )

PRIMARY DATA was collcted using the following techiniques

 Questionnaie Mehtod

 Direct interview Method

 Obseartion Method

The main tool used was, the questionnaire method. Further direct interview method, Where

a face to face formal interview was taken.lastly observation method has been continuous

with the qiestionnaire method, as one continuously observes the surrounding environment

he works in.

23
 PROCEDURE OF THE RESEARCH METHODOLOGY

 Target geographic area was Lucknow east-south.

 To these geographical area qiestionnare was given, the Questionnaire was a

combination of both open ended Closed ended question.

 The date during which questionnaire were filled was between saven week.

 Some dealers were also interviewed to know their prospective. Interviews with the

honour of retailer of Usha Brita were also conduct.

 Finaly the colleted data and information was analysed and Compled to arrive at the

conclusion and recommendations given.

24
SOURCES OF THE SECONDRY DATA

Used to obtain information on,Usha Brita and its competitor history, current issues, policies,

procedures etc, whereever required.

 Internet

 Magazines

 Newspapers

 Social approach

 Meeting og knowledgeable person

 Our Teachers.

 Our seniors.

25
26
 THE LEGEND VISION OF USHA BRITA

1954 - The Company was incorporated on 3rd April, under the name and style of
Agents and Distributors Ltd. The main object of the company is to manufacture
Trading.
1961 - The name of the Company was further changed to Usha Sales Pvt. Ltd. vide
fresh Certificate of Incorporation dated 13th November, issued by the Registrar of
Companies at New Delhi
1975 - Usha become a public Ltd Companey.
1982 - With effect from 15th September, the name has been changed to Usha
International Ltd. The Company is one of the largest consumer durable marketing
company in India. The range of merchandise presently includes sewing machines,
electric fans, diesel engines, pistons, fuel injection equipment, knitting machines, hand
tools, valves, marine products, marble and granite, brass ware, etc.
The Company also exports its merchandise to a number of countries. It belongs to the
Shriram Group of Enterprises.
1986 - Sales of main product lines and most of the
products handled by the Company increased. The Company had expanded its product
range from dominantly
Fans, sewing machines etc. to auto industry products and consumer durables viz.,
knitting machines, heat, converters, mixer-grinders, electric irons, furniture etc.
1989 - Efforts were also underway to increase exports of
the company's products to other developing and developed countries like the U.K. and
U.S.A.
1998 - Usha International Ltd has entered into an agreement with Shriram Honda
Power Equipment Ltd to market the latter's general purpose engines and portable
pump sets in the country
Usha has launched a new water purifier which is also aimed a boosting the bottom lines.
Usha International recently introduced a table-top water
purifier in a tie-up with Brita of Germany. The Company has launched Brita Water
Guard which have very good potential.

27
2001 - Usha International has launched Lexus Quartz Fan Heater cum Humidifier.
Usha International has launched Oasis, a single blower tall body portable room
cooler.Usha International Ltd. has entered into a tie-up with Hunter Fan Company of
the US to market the Hunter series of premium and decorative ceiling fans.
2006 - Usha join hands with Menon Pistons.
2007 - Appointed as super distributor for 2 and 3 wheeler spark plugs in India by
NGK Spark Plug Company Limited, Japan.
2008 - As of June 2, 2008, Usha International Limited and Shriram Fuel Injection
Industries Limited have merged into Jay Engineering Works limited, and the merged
entity has been re-named Usha International Limited.
2009 - Launches a range of Cooktops, Built-in-Hobs and Cooker Hoods.
The water purifier industry sales grew dramatically during FY’09 as compared to
previous fiscals due to improving demand and expanding production capacity. The
industry saw high growth of rate 17% during FY’08 due to the increasing awareness
for safe drinking water.
The UV segment, which constitutes more than 55% of the industry and is a key focus
area for water purifier manufacturers, due to the higher margins it offers, is expected
to continue its rapid growth. According to TechSci Research, Indian Water Purifier
industry will continue its growth trajectory and is expected to witness a turnover growth
of more than 22% CAGR during the period between FY’11 and to FY’14. TechSci
Research conducted a survey across 10 major cities in India with 600 users of water
purifier to understand the market size, growth drivers, issues and buying behaviour
patterns.
The cities covered in survey were, Delhi, Mumbai, Kolkata, Chennai, Bangalore,
Hyderabad, Ahmedabad, Chandigarh, Pune and Bhopal. The Indian market has
tremendous potential which is more evident from the fact that global majors such as
Philips and Hindustan Lever have stepped in and are looking to increase their share of
the market.

28
The three principal players today are USHA-BRITA ,Eureka Forbes, KENT RO and
Ion Exchange (Zero B). In the years to come, we are likely to see others entering the
fray. “India Water Purifier Market Forecast & Opportunities 2014” discusses the
following opportunities in the Indian water purifier industry:
•Water Purifier Industry Production by Segment
• Industry Sales
• Market Size & Growth
• Drivers & Challenges
• On-going Market Trends
• Competitive Landscape “India Water Purifier Market Forecast & Opportunities 2014”
gives a detailed and unbiased unprejudiced overview on the Water Purifier market in
India.

This report help readers to identify the on-going trends in the industry and expected
anticipated growth in the coming years or future, as a consequence of depending upon
changing industry dynamics in the coming years. The report will help industry
consultants, water purifier companies and other stakeholders to align their market-
centric strategies according to on-going and expected future trends in future.

29
 ORGANIZATIONAL STRUCTURE

MANAGING
DIRECTOR

GENERAL
MANAGER

`
VICE PRESIDENT

MARKE MANUF SALES FINANCE DISTRIB

TING ACTURI UTION
NG

DESIGN DEVELOPMENT

USHA manufacture India’s first indigenous sewing machine marketed under the brand name
USHA, in 1935. And Fans are added to the product range in 1948. After some time usha
developed and tie-up with Brita German purifier company. your company also gained market
share in its main product lines, i.e.Electric Fans and Sewing Machines and purifier system
in the domestic market. In order to harness the strengths/core skills of your Company, an
internationally renowned Management Consultant has been engaged for crafting a
strategic transformation programme for the Company.

30
Usha Brita has set up a chain of dedicated outlets christened Watermall. These shops
operate as consulting and service points for testing water, and marketing the company’s
range of storage, UV and RO filters. Seven Watermalls, two in Delhi and one each in
Kanpur, Dehradun, Kolkata, Lucknow and Varanasi are helping the company build
its brand in a crowded water treatment market. Plans are to take this figure to 25 within
three years. Usha Brita’s multi-layered distribution and marketing channel.” In the
northern and eastern regions we are into door-to-door sales, while in the south and west
we are marketing our products through dealers. But in the coming months, we will have
a separate range of products for each module.

Soon we’ll start selling products through dealers in the north and east as well.” Over 30% of

the company’s sales come from its 300-strong distribution network.

The Directors present their 54th Annual Report along with audited accounts of the

Company for the year ended on March 31, 2007.The Turnover of the Company

increased by Rs. 106.3 Cr. to Rs. 542.8 Cr. earning the highest ever gross profit of Rs.

25.5 Cr. (last year Rs. 19.6 Cr.) and net profit of Rs. 14.3 Cr. (last year Rs.10.4 Cr.).

The systems also effectively answer the typical Indian lifestyles and water consumption

patterns.” said Mr.Sunil Saxena, Sales Head, Usha Brita.

USHA’S PRODUCT’S HISTORY

Usha Fan Industries, located in Kolkata, started its operations in October 1956. The facility
caters to the 
market demand in various categories like civil, government, commercial bulk buyers &
exports.
 
The Company has targeted to achieve total customer satisfaction in product quality.

31
Controlling manufacturing costs has been the route to positioning the Company’s products
more competitively

Digital Panel Board for Audit Testing of Ceiling Fans

In order to ensure buyer's specifications, UFI has also a well equipped panel board having
various digital instruments to check the performance parameters of ceiling fan in line with
the laid down performance requirements. This is done on a random sampling basis for
every batch of finished product before dispatch.

32
USHA FAN’S

33
 In 1948 Usha present wall fans in India in a variety of option.

You can choose between a plastic or a metal body; in sweep sizes ranging from 300 to 450

mm; and a range of clours to match your room’s décor. You also have the option of a

remote control with a timer facility in select models.And you are sure to appreciate the quiet

operation and smooth oscillation that can be expected of all Usha wall fans.

USHA Sewing Machine

34
 Usha was introduced in 1940 for millions of

people around the country, sewing machines are synonymous with Usha. India's first

name in sewing machines, , and till today is the largest selling.

1997 - Usha International Ltd (UIL), part of the Shriram group, is launching a new

range of international zig-zag sewing machines from Janome of Japan. UIL has an

exclusive technical and marketing agreement with Janome and the new models are to

be imported initially from

Japan.

USHA Home Appliances,Furniture

35
 Usha Lexus is name synonymous with

the best products combine with state-of-the art technology, constant innovation, aesthetic

designs and cost-efficient working. For Years, Usha has been a name reflecting trust in an

array of lifestyle products like Home Appliances, Furniture, Usha Lexus is committed to

building the most powerful brand and in the process of delivering outstanding value.

USHA Pumpsets

36
 In 1994 - Usha International limited has entered into a tie-

up with Honda Siel Power Products Ltd [HSPPLs] to market light-weight kerosene Water

pumpsets.

In 1996 – Introduce a new range engines for power generation.

Commences marketing of Light Weight electric pumpsets powered by Honda engines.

USHA-BRITA IN UTTER PRADESH

37
“Usha Brita has always enjoyed a phenomenal equity in Uttar Pradesh. This market is of
considerable strategic importance to us. Besides, we are looking forward to being of
service to the state by addressing its varied drinking water quality issues with our wide
range of water purification products,” said Anupam Bharat, managing director, Usha
Brita.

Usha Brita products have always been available in Lucknow through direct sales. To
establish themselves further in this market, the company would now make their
products available through a dealer network as well as through door-to-door sales.

Essentially, two models will be available through dealers: the state-of-the-art RO system
branded RevOs Prima and a UV purifier branded Waterguard Ultra. All the remaining
products will be available to the customers at their doorstep through a strong network
of direct marketing teams.

Service centers addresses

Uttar Pradesh

Lucknow
Name of Franchises : M/s Sanjay Gupta Enterprises
Contact Person : Mr. Sanjay Gupta
Contact Nos : 9452295396 / 2711038

Agra
Name of Franchises : M/s Devender Enterprises
Contact Person : Mr. Devender Singh
Contact Nos : 9528251132

Allahabad
Name of Franchises : Ms. S. K. Enterpries
Contact Person : Mr. S. K. Srivastava
Contact Nos : 9935250251

Bareilly
Name of Franchises : M/s. Shriman Shrimati

38
Contact Person : Mr. Sharma
Contact Nos : 9368730501

Gorakhpur-North/East
Name of Franchises : Ms. R. K. Enterpries Gorakhpur-I
Contact Person : Mr. Rabindera Arya
Contact Nos : 9336171975 / 2284196

Gorakhpur-South/West
Name of Franchises : Ms. Astha Enterpries Gorakhpur-II
Contact Person : Mr. Rajesh Patak
Contact Nos : 9839328056

Kanpur-North/West
Name of Franchises : Ms. Ujjawal Enterprises
Contact Person : Ms. Asha Dixit
Contact Nos : 9838243097

Kanpur-South/East
Name of Franchises : M/s Bhoomi Enterprises
Contact Person : Mr. Dhirender Shukla
Contact Nos : 9415174943 / 9369111347

Raibareilly
Name of Franchises : M/s Pal Enterprises
Contact Person : Mr. Ram Baran
Contact Nos : 9336084544

Varanasi
Name of Franchises : M/s Upadhyay Enterprises
Contact Person : Mr. R.P Upadhyay
Contact Nos : 9919710131

U.P
Contact Person : Mr. Ajay Srivastava
Contact Nos : 9838504571

Marketing strategy in Lucknow

39
The company already has a sales force of over 60 people to sell their products door-to-
door in Lucknow alone.“The company has also started offering hard water softening
solutions with processing capacity of upto 5,000 liters per hour and many clients in New
Delhi, Noida and Gurgaon have opted for it,” said Dr. SK Sisodia, senior general
manager-water technology, Usha Brita.

The marketing strategy will seek to first create customer awareness regarding the
products and services that H20 Industries offers, build a network of dealers that can
assist H20 Industries in the distribution, and build a large foundation of satisfied, repeat
customers. 

The message that H20 Industries will seek to communicate is that it offers a wide
range of flexible options for all different types of portable purification units. These
flexible options will be coupled with extraordinary customer service.

This message will be communicated by various methods.  The first method will be
advertisements.  The advertisements will be placed in industry journals, not only the
water purification industry, but industry journals of the customers.  This will help H20
Industries develop brand awareness.

Another method of communication will be participation in trade shows.  Being a part of

the trade shows is almost a requirement these days and H 20 Industries will have a
significant presence.  The last method of communication will be a roving sales force
whose task it is to set up a dealership network.

Opinions

“The company may think of setting up a manufacturing plant in Uttaranchal if the need
arises, though our plant at Himachal Pradesh is sufficient enough to cope with the
present demand,” said Bharat, while talking to Business Standard.He further added that
40
 the company preferred Uttaranchal over Uttar Pradesh because of the ample tax
benefits available there.

USHA-BRITA purifier’s

Digital watergard

41
 Usha has launched a new water purifier which is

also aimed at boosting the bottom lines.Usha International recently introduced a table-top

water purifier in a tie-up with Brita of Germany.Usha International Ltd, a Siddhartha Shriram

group company, is launching a slew of new models across its existing product lines. The

Comp. has launched Brita Water Guard which have very good potential.

Watergard Ultra Plus

42
 USHA BRITA was the first company in India to
launch in 1997 - a table top storage water purifier using ion exchange technology which
does not require either electricity or running water and gives absolutely safe potable
water. This product was the perfect answer to Indian conditions and consumers. Over the
years, it has launched a range of products based on other technologies such as Ultra-
violet (UV) purification and Reverse Osmosis (RO) purification.

RO Aviva

43
 Waterguard RO Splash, the third offering
from Usha Brita is a six stage wall mounted and counter-top water purifier with a
combination of world’s best water purification technology RO+UV+UF+TDS Controller.
The unmatched Splash features include compact design with pure water flow arte pf
12 ltrs per hour, large storage capacity of 10 ltrs, water level indicator, automatic
flushing of reverse osmosis, power source to withstand wide range of voltage
fluctuations, innovative faucet design which allows two direction movement and an in-
built, manually operated regulating valve which gives first-rate purified water. It has
another important feature, the auto shut off system which prevents the pump from dry
running, in case overhead tank is empty. It cuts down cooking time and cost bringing
back the natural flavors and taste of home cooking, also ensures hazard free infant
food and drinks and gives clear sparkling ice cubes.

Features Of RO

44
 Waterguard RO Aviva is a Six stage wall mounted & counter – top water purifier with a

combination of world’s best water purification technology RO+UV+UF.

 Compact design with a pure water flow rate of 10 liters per hour.

 Power source can wide range of voltage fluctuations and hence protects UV tube &

other electrical components.

 Auto sut off prevents the pump from dry running, in case overhead tank is empty.

 In- built, manually operated regulating valve which adjust the TDS of purified water &

ensures the availability of essential natural mineral to give the best quality purified

water.

 Waterguard - Aviva provides triple purification of raw water with the combination of

RO + UF + UV technology to give 100% pure water.

PRODUCT PROFILE

45
Digital watergard

1- stage

A micro prefilter removes the suspended dust and dirt particles from the water.

2- stage

The HEALTH CARTRIDGE contain a special iodinated resin that disinfects the water from
disease causing bacteria and viruses, making it hygienically clean and potable.

3- stage

The TASTE CARTRIDGE contains ion exchange resin mixed with silver impregnated

Activated carbon , which adsorbs from water , pollutants,such as odour colour , excees
chlorine.

Watergard Ultra
46
 soft touch switches and LCD display

 WATERGUARD DIGITAL comes with futuristic soft tuch swiches and LCD display
screen .

Lamp life indicator

 WATERGUARD DIGITAL has a built –in memory to count the UV lamp usage. Lamp
change indication comes on when the life of the UV lamp is over.

Cartridge life indicator

 WATERGUARD DIGITAL has a built in memory that keeps track of the volume of
water filtered through the cartridges.
 The LCD screen indicates you to replace the cartridges when their life is over.

Fail Proof

 In case the purity level of water is lower then the desired level, the system will not
allow the water to pass through it.

Watergard Ultra Plus

47
 Soft touch switches

 WATERGUARD ULTRA PLUS comes with futuristic soft touch switches which are
easy to operate.

Clear process indication

 The purification process is visible as it happens.

 The LED changes colour to indicate various stages of purification process.

Fail proof

 In case the purity level of water is lower then the desired level, the system will not
allow the water to pass through it.

Watergard RO Aquarius
48
1- stage

 Remove suspended impurities like particles , rust and dust.

2- stage

 Remove chlorine colour odour and other organic impurties .

3- stage

 Acts as a back-up filter .

 Reduces fine turbidity and polishes the water .

4- stage

 Remove TDS hardness ,fluoride ,pesticides heavy metals like lead mercury.

5-stage

 Imparts bacteriostatic property and helps in reviving the original taste of water.

RO Aviva

49
1- stage

 Protects the membrane filter from scaling .

2- stage

 Removes the suspended impurities like particles ,rust and dust.

3- stage

 Acts as a back-up filter .

 Reduces fine turbidity and polishes the water.

4- stage

 Remove TDS hardness ,fluoride ,pesticides heavy metals like lead mercury.

5-stage

 Used for separation of organic molecules.

 Eliminates bacteria and virus to 0.001 micron.

6-stage

 UV eliminats disease causing bacteria and viruses through ultra voilet rays.
 UV is the final stage of water purification . in both the cases(RO+UV or UF+UV)

SWOT Analysis

50
 STARENGTH

1. Very strong brand equity in India

2. Due to its 40 year’s presence has deep penetration – 2800 Distributors, 450000 retailers,

60 mid urban (22%) customers.

3 . Right strategy for the right product.

4 . Superior customer services vs competitor.

5 . High degree of customer satisfaction.

6 . Low cost of production due to economic of sale. That means higher profit and / or more
competitors. Better market penetration.

7. Second best manufacturing location throughout Usha brita waterguard .

WEAKNESS

1. Poor technology in India compared to current international technologies.

2. Ltd. key products, only one central brand. Pralines range totally wishing in India.

3. “Make in India” tag once the economy opens up wrong and imports rush in.

4. some gapes in rang for certain sectors .

5. customer service staff need traning processes and system etc.

OPPORTUNITIES

51
1. Tremendous scope for per unit consumption (100 volts of per 60

min).

2. Increasing per capita national income resulting in higher disposable

income.

3. Growing middle class and growing urban population.

4. Increasing gift cultures and discount opportunity.

5. Substitute to “product” with higher working capacity/working system.

6. Increasing departmental strong concept / impulse @ at cash

counter.

7. Globlization: optimal use of global Usha Shreeram Brita

THREATS

a -) Major :-

None. Due to low cost and higher brand eqity, it is totally in India.

b -) Minore :-

Globlization will being in better brands for upper end of the market ( RO aquarius,Ultra Plus

etc….)

52
CONCLUSION :-

Will lose market share with globalization ( Maruti ) but will remain brand leader.

53
PEST ANALYSIS

P :- Since the budget range is decontrolled, no political effects

Invistage.

E :- 1) Increasing per capita income resulting in higher

disposable income.

2) Growing middle class/urban papulation-increase

in demand.ss

3) Low cost of production.

S :- 1) Per capita consumption expected to increase– fashion.

2) Increasing gift culture and discount – increase in

demand.

3) Pure water for sure water – subtitute demand.

T :- Will have to reinforce technology to international levels

Once India is a “free”

54
4P’S OF MARKETING

PRODUCT

Satisfaction suffies. But delight dazzles the average company will complete for customer
by conforming to her expenction concisely. But the winner will surpass them by constantly
exceeding her expenction, delivering to her door step additional benefits which she would
never have imagined possible.Usha-Brita’s offer such product. The widevarity products
offered by the company include:-

55
1-FAN’S & PURIFIER

 Wall Fan

 Pedestal fan

 Stand Fan

 Selling Fan

 Blower

 Room cooler

2 – PURIFIER

 Digital waterguard

 RO Aviva ( RO+UF+UV )

 Ro aquarius

3 – SEWING MACHINE

 Electric machine

 Leg machine

 Hand play machine

 Pedestal machine

56
PRICING
Make no mistake .Second P of marketing is not another name for blindly lowering price and

rlying on this strtegy alone to increase sales dramatically.The strategy used by Usha-Brita’s

is for matching the value that customer pays to buy the product with the expenction they

haveabout what the production is worth to them.

Pricing: In-line with the conclusions drawn in the positioning statements, H 20

Industries can charge a higher price for its segregated regenerated resin. There is
virtually no competition for this product in the Northern California market. Charging
$63 per cubic foot (mixed bed), as used in the sales projections, is more than a 65%
increase over the price for US Filter's bulk resin price for mixed bed. H 20 Industries is
currently successfully charging in excess of $70 for this product.
It is essential that H20 Industries place a premium price consistent with its superior
product.  Wholesale prices have been established to encourage the quick formation of
a dealership network. Dealers are afforded a 33% discount
Usha-Brita has launched various products ehich cater to all customer segment. So
every custommeer segment has different price expenction from the product. Therefore
maximizing the returns involves identifying right price lecel for each segment, and then
progressively moving through them.
 Digital Waterguard Rs-1799/-

 Ultra Waterguard Rs-9099/-

 Ultra Plus Rs-7999/-

 RO Aviva Rs-15999/-

 Ro Aquarius Rs11999/-

57
 “PLACE” ( Phycial Distribution )

BRAND ISN’T THE ONLY ANY MORE. Marketers and finance manager need a new term
to evaluate their business:

Distribution Equity. It tales much more time and effort to build; but once built, distribution
equity is much together to erode.

The fundamental axiom of indian consumer market is this:

You can set up a state-of the-art manufacturing facility, hire the hottest strategies on the
blok, swamp priem television with best Ads, but the end of it all, you would be know of
selling your products. The cardinal task before the Indian market is managing is to shoe-
horn its product on retail shelves. Buyers are paying for distribution equity not brand and
market share.

Why does the companey need distribution eqity more any thing in India ?. With techonology
and competitive pressure slash in it is becoming increasing difficult for marketers to retain a
unique product differentation for long peroid. In a product and price partely situation, the
brand that sells more is the one that reaches the higher number of customers.

Insia - 1 billion people, 155 million household has over 4 million retail outlets in 5351 urban
markets and 552725 villages, spread cross 3.28 million sq. km. television has already
primed and population for consumption, and the market who can get to the consumer ahead
of consumtionwill give a hard-to-over take lead.

But getting their means managing widly different terrains-climate, language,value system,

life style, transport and communication network.

And your brand equity isn’t going to help when it comes to tackling these issue.

58
Distribution: Wherever H20 Industries cannot economically sell directly, due to
distance or quantities, it will utilize a network of water service companies. These
companies will be carefully chosen for their quality of service.

An arrangement will be set up whereby the distributor will offer DI exchange service
along with its other water services. The installations can easily be handled by them.
They would tag the tanks and return and pick up from the H 20 Industries plant.

Being able to offer this service increases the image of the local water service
company. It fosters a feeling a one-stop shopping. A 33% discount off the retail price
should be adequate to satisfy the distributors.

Own distribution network consist of the

cearing and forwarding (C&F) agents & distributer stokest. This network of distribution can
either contact to the retailers directly.

Once the stock product reaches retailers, the prospective customers can have access to the
product.

59
Usha-Brita’s distributers the product in the stated above.

Usha-Brita is also attempting to improve distribution quality. To adderss the issue of

product stability, it has installed visi colours at several outlets. This helps in maintaing
consumption in summer when sales usually drop due to the fact that the heal effects
product quality and thereby off takes. Looking at low presentation of the purifier, a
distribution expension would itself being incremental volume.

The other reason is Hindustan Liver reaches more than a million retailers. This increase
in distribution is going to be accompanied by reduction in channel costs. Usha-Brita’s
marketing cost, at 18% of total cost,is much higher than Hindustan Liver’s 12% .

60
PROMOTION
If the advertiesment is to communicate effectively, the receiver must at least half want it to,
and be prepared too take step toward the sender. Effective advertising is rarely hectoring or
loudly explicit…..It oftin both attracts and generates arm feelings. More often then not, a
successful compaign has a stronger element of the unexpected a quality that good
advertising has a stronger element of the unexpected a quality that good advertising shares
with much worthwhile literature.

Thereafter it was the job of the advertising to communicate customer the wonderful
feeling that he could experience by re-discovering the careful, unself consious, pleasure –
seeking child within himself – a graft these fooling onto the Ad campaign like “Pure Piyo
More Jiyo” and “Water For Life”for perk have been sure shot winner with the audience.

Thanks to growing awareness in people, who are getting health conscious day by day, they
now want purified drinking water.

USHA BRITA recognized this need of people and has worked towards revolutionizing the
water purification market in India. The objective was to introduce products that will work in
the Indian water conditions and provide pure drinking water to the common man at an
economical price. In the last one decade,

USHA BRITA has launched a vast range of highly innovative domestic water purification
products to cater to the needs of various customers with varied incoming water
conditions. USHA BRITA was the first company in India to launch in 1997 - a table top
storage water purifier using exchange technology which does not require either electricity
or running water and gives absolutely safe potable water. This product was the perfect
answer to Indian conditions and consumers. Over the years, it has launched a range of
products based on other technologies such as Ultra-violet (UV) purification and Reverse
Osmosis (RO) purification. USHA BRITA now has one of the largest range of water
purification products in Indian Market for Domestic, Commercial and Industrial
requirements.

61
The company has recently developed RO Aviva purification system which is based on
Hexa Silver Nano Technology which rids water of bacteria, virus, and more importantly,
pesticides. “We are a knowledge-based company offering process engineering, and the
only company to certify that our products give pesticide-free water,” Suneel Saxena head of
marketing of the companey.

Ad spend any discussion today would be incomplete without mention ‘e-word’ the
management plans to tap this new channel of marketing. Beside three company website
(i.e. www.ushabrita.com, www.ushainternational.com, www.ushabrita.in )that the company
has launched, it had also entered into various marketing relationship with other
portals,specially world water day,etc…..

It’s a combination if spiffing up its key brand, researching and improving the newer product
that haven’t taken off,supported with high ad-spend that UshaBrita hopes will see it
emerges stronger after the current slowdown,as well as expend the market.

The main focus of promotion will be two-pronged: promotion to H 20 Industries end

users, and promotion to wholesalers.  Promotion to wholesalers should receive
primary stress due to the extended reach made possible by the wholesaler network
with its existing customer base. The sales force of these wholesale distributors needs
to be educated on H20 Industries' positioning statement so that they all understand the
important sales advantages of segregated resin. Being able to offer DI exchange
service to a distributor's customer list is a great advantage to the distributor, and this
fact needs to be clearly spelled out to them.

Therefore, the H20 Industries relationship with a dealership network is one in which
both sides benefit. H20 Industries should strive to create a small-town, friendly
relationship with its customers. Company brochures will show a map with all the H 20
Industries locations, including each newly acquired distributor.

62
The distributor trucks, as well as H20 Industries vehicles, would carry the H20
Industries logo, helping all to achieve name recognition. Cost savings would result
through sharing literature, leads (by territory and/or industry), co-op marketing costs,
and the sharing of technical expertise.
 Customer Service: The approach to customer service can be succinctly stated - The customer's
expectations must be exceeded, always.  The only way the company can succeed is if they ensure all of
the customer's needs are being met and the customer leaves the transaction with the feeling that they
were truly appreciated.

Usha Brita Water Purifiers : Institutional Clients

1. Hindustan Aeronautics Ltd.
2. Reserve bank of India.

3. Central Bureau Of Investigation Academy.

4. India Institute of Pulses Reasearch, Kanpur.

5. Directorate of Small Savings, Govt. Of Punjab.

6. Office of Commissioner of Customs.

7. National Remote Sensing Centre, Hyderabad.

8. Civil Surgeon/ Chair person (Ferozpur District Health Society).

9. Uttar Pradesh Jal Nigam (Office of the Executive Engineers Construction

Division).

10. ID & BG Hospital, Govt. of West Bengal.

11. K. Raheja Universal Pvt. Ltd.

12. Nagarjuna Fertilizers and Chemical Ltd.

13. Jayanita Exports Pvt. Ltd.

14. Uppal's Marble Arch, Chandigarh.

15. Plumeria Garden Estate.

63
 16. Prateek Buildtech (INDIA) Pvt. Ltd.

17. Oriental Carbon & Chemicals Ltd.

18. Inder Complex, Chandigarh

19. Civil Surgeon, Hoshiyarpur, District Health Society, Punjab

20. Mawana Sugar

BRAND POSITIONING

Today’s customers is ready to pay “more for more”, and luxury product flourished. The

business of water purification devices is becoming dealer friendly, as

manufacturers offer more service-free products and realize the benefits of retail.

WATER PURIFIERS HAVE traditionally sold through home demonstration, with

company salesmen visiting consumers and making their pitch. Once the guarantee

period is over, they return to sign up annual maintenance contracts. Regular service

visits get them additional business in the form of sale of spares, which when damaged

are not normally covered by the. Nowhere in the entire process does the retail channel

enter the picture, thereby making the Rs 1,500-crore purifiers market largely based on

direct marketing……..

Some of today’s most successful companies recognized those customers are more

educated and able to recognize true customer value…..

Positioning is simply concentrating on an idea-or-even a ward defines that

commmmmmmmmpaneyin the mind of the customers. It is more efficent to market one
successful concept to one larg of people than 50 product or service ideas to 50 separate
group….repositioning is a must when customer attitude have and product changed and
product have strayed away from the consumer’s long standing precption of them…..

64
H20 Industries' ability to regenerate resin on a segregated basis, rather than only bulk,
is a capability that should provide quick and easy entry into the user market where the
highest water purity is needed.

These users, blood analysis, hemodialysis units, and medical laboratories for
example, are especially sensitive to contamination risks. Simply pointing out to these
users that bulk regeneration involves the co-mingling of their resin with resin used in
the metal-finishing and car wash industries usually is quite convincing.

Segregated regeneration results in the further advantage of achieving a higher DI

capacity per cubic foot as greater quantities of chemicals are used during a longer
regeneration period.

The second most important position statement is H20 Industries' concentration on the
DI exchange business. This concentration will force H 20 Industries to provide a higher
level of service, and more quickly, too. It must be remembered that the cost for the
highest level of water purity is not a significant cost element in the overall cost
structure. However, a service shutdown, for quality or for service reasons, would be
very costly to high-technology users of H20 Industries.

65
Positioning of individual product which is running in market:

1. Digital Waterguard:- is always remain flagship

brand. The punch by the companey for adversting this product “Pure For Sure”. Its

self deefines the position of the product.

66
2. Ultra Plus:- although positioned internationally

as an pure and larg number of water filtered within a time. After digital waterguard
customer creat a need that he want to more filtered water in less time then
companey manufactured this brand.The punch by the coompany for advertising
this brand “ Pure Piyo More Jiyo”.It’s also define quality of brand.

3. RO Aviva:- this is very good brand of the

company. It was the first brand having RO+UF+UV quality. The company used same
punch which is used in Ultra Plus waterguard system. Company made this brand for
that place where’s people drink chemical , bacteria,clorin and polluted water. Ro
Aviva is provided you 100% pure water. The educated customer always have
demand of this product.

67
 USHA-BRITA’S MARKET SEGMENT

Market place of any product is comprised of many different segments of consumers, each
with different needs and wants. Market segmentation can be define ina number of ways
such as:

Demographic variables (e.g. consumers are groups,

Gender, material states income etc…)

The lifestyle of consumers (i.e. their interest and activities ) the benefits which
consumers look for in a product or on the occasions when the product might be
consumed.
UshaBrita takes into account all these factors whin producing a range of products.
It targets different segments within the market.

Break segment – water which are normally drink as a

Pure water such as RO filtered.

Take home segment - this describes product that are normally parched in
supermarket, taken home consumed at a later stage.

68
Why is pure water so very essential?

Every part of the human body depends on adequate hydration. Skin becomes dry and
cracked in the absence of enough water. Blood thickens when the body lacks water,
thus making it difficult for the heart to pump and distribute blood to the rest of the
body. Without water, kidneys would be unable to remove toxins, wastes and salts from
the blood. Organs of the digestive system work harder than normal and become
strained in case of inadequate hydration, which results in constipation and abdominal
cramps. Similarly, the brain also needs adequate supply of water.

Since all the functions of the body require water to function properly, it is more so
important to drink pure water otherwise the functioning of these vital parts would get
affected. In fact, approximately 70% of the human body is water (Blood - 92%, Brain -
75% , Lungs - 86%, Kidney - 83%, Bones - 40%, Muscles - 75%, Heart - 75%, Liver -
86%). The only thing more important than pure water to the human body is oxygen.
Average human body requires eight to ten glasses of water a day. Pure water is a
human necessity.

What causes water borne diseases?

Apart from chemical pollutants the major culprits are Bacteria and Viruses which
cause most of the commonly found water borne diseases.

Bacterial diseases: Gastro-enteritis, Typhoid, Cholera, Paratyphoid, Dysentery and

Diarrhea.

Viral diseases: Polio, Dysentery, Gastro-enteritis, Diarrhea and Jau ndice (Hepatitis)

69
 Why only pure water?

No matter who you are, drinking pure water is important. But for some people like infants
and expectant mothers, drinking significant amounts of water every day is a necessity.
Dehydration in infants can be extremely dangerous. They lose more than four times the
amount of normal fluid than adults when dehydrated. Children also come in a high-risk
dehydration category, although they are not as vulnerable to dehydration as infants. During
pregnancy, what's best for a pregnant woman is best for her baby, which includes drinking
plenty of pure water. Like infants and children, expectant mothers are prone to dehydration.
New mothers who breast-feed their babies also need to increase their daily water intake.

70
Can water be tested at home?

Not in a meaningful way. Simple kits are available to test for some chemicals like
chlorine and lead, but a thorough analysis is not possible.

Water- For -Life

71
Which is better, purified water or bottled water?

Bottled water is "purified & packaged drinking water". The machines used by the
manufacturers are mostly the same as that of point-of-use treatment devices, though
of a much larger scale. The TDS of the bottled water varies with the brand and is
generally kept at the most acceptable and likeable level. Basic aim is to provide you
with 100% safe water with no hassles and involvement. Bottled water is not purified at
point-of-use (i.e. your home or office). Therefore, there can be a chance of
recontamination if stringent quality control measures are not followed. With
proliferation of brands and local manufacturers, chances of spurious and inferior water
being made available to you are high. Moreover, there is always the hassle of
collecting and replacing the bottle on a daily basis. Also, in the long run this could
prove to be quite expensive. Compared to this is your reliable water purifier, which
purifies the water right at the point-of-use in your home or office, leaving behind any
scope of spurious / re-contaminated water and giving you absolutely pure, safe and
hassle free water.

Water related diseases are a major cause of morbidity and mortality worldwide. In 2001,
infectious diseases accounted for an estimated 26% of deaths worldwide. Most of these are

72
caused by 'classical' water related pathogens, such as typhoid and cholera but newly
recognized pathogens and new strains of established pathogens are being discovered that

present important additional challenges to both Water Treatment and public health sector.
Between 1972 & 1999, 35 new agents of disease were discovered and many more have re-
emerged after long periods of inactivity. In 2001, a WHO review identified 1415 species of
infectious organisms pathogenic to humans. This implies that existing water treatment
technologies need to be continuously verified, upgraded and incorporated with fail-safe
mechanisms.

73
How can one ensure pure and safe drinking water?

There are several excellent products from Usha Brita that purify water through one of
several technologies: - 3 stage purification by micron Sediment filter, a bed of iodinated
resin followed by a mixed bed of silverized Activated Carbon & iron exchange resin -
Waterguard (Worldwide patented technology). - 3 stage purification by micron Sediment
filter, column of silverized Activated Carbon followed by treatment with ultraviolet radiation -
Waterguard Ultra & Waterguard Ultraplus. - 4 stage purification by micron Sediment filter, 2
columns of silverized Activated Carbon followed by treatment with ultraviolet radiation -
Waterguard Digital & Waterguard Electronic. - 5 stage purification by micron Sediment
filter, column of silverized Activated Carbon, silverized carbon block followed by RO
Membrane filter element - and silverized Post carbon block : RO Aviva, RO Aquarius.

Are there any harmful effects of hard water?

There is no convincing evidence to prove that water hardness causes adverse health
effects in humans.

Hardness is responsible for the deposition of scales in water pipelines and appliances.
Depending on the interaction of other factors, such as pH and alkalinity, water with
hardness above approx. 150 mg/litre may cause scale deposition. In contrast, soft
water, with hardness less than about 50 mg/litre, has a greater tendency to cause
corrosion of pipes. WHO has not proposed any health based guideline for hardness.

74
What is TDS (Total Dissolved Solids)?

TDS is the term used to describe the inorganic salts and small amount of organic matter
present in solution in water. The principle constituents are usually Calcium, Magnesium,
Sodium and Potassium cat-ions and Carbonate, Hydrogen Carbonate, Chloride, Sulfate
and Nitrate anions. The presence of dissolved solids in water may affect its taste. TDS in
water supplies originate from natural sources, sewage, urban and agricultural run-off and
industrial waste water. The presence of high level of TDS in water may be objectionable
owing to the resulting taste and to excessive scaling in water pipes, heaters, boilers and
household appliances. Water with extremely low concentrations of TDS may also be
unacceptable to consumers because of its flat, insipid taste; it is also often corrosive to
water supply systems. WHO has not proposed any health-based guideline value for TDS.

What causes blue-green stain in the kitchen sink?

This stain comes from a chemical-copper. The copper is probably present in your
home plumbing and is being dissolved into the drinking water. Check with your local
hardware store for stain removal products.

75
Usha Hai to Asha Hai !

76
Which is more polluted - groundwater or surface water?

It depends on the water source. Because surface water can be contaminated by

municipal sewage, industrial discharges, transportation accidents, and rainfall runoff, it
contains many pollutants, but not much of any one chemical. Groundwater, on the other
hand, may contain pollutants such as arsenic, nitrates, radioactive materials, and high
(compared to surface water) amounts of a few organic chemicals such as cleaning fluid.
Therefore, both may be polluted in different ways.

It should be noted that the degree of pollution may change rapidly in surface waters, while
pollution levels change very slowly in groundwater .

Are chemicals that are found naturally in drinking water harmless?

Not necessarily. Many chemicals that occur in nature are harmful, and they can
dissolve in water. A few examples are arsenic radium, radon, and selenium. Also,
some harmless natural chemicals combine with other chemicals to produce harmful
chemicals ("reaction products").

77
How can one get rid of the white stuff in coffeepots, shower heads
and glass shower doors?

Minerals dissolved in water tend to settle out when water is heated or evaporates.
These minerals are white and accumulate in coffeepots and on shower heads and
glass shower doors. To remove these minerals, fill the coffeepot with vinegar and let it
sit overnight, or soak the shower head overnight in a plastic bowl filled with vinegar.
Slowly addition of one tablespoon of muriatic acid to one quart of vinegar will help, but
this in not necessary. Be careful not to spill this mixture. When you are done, carefully
discard the contents of the plastic bowl down a drain, and flush the container and sink
drain with plenty of water. Rinse the coffeepot or shower head thoroughly after
treatment and before use. White spots on glass shower doors are difficult to remove
with vinegar because the spots dissolve very slowly. A better idea is to prevent the
spots from forming by wiping the glass door with a damp sponge or towel after each
shower.

How acute would be the water scarcity problem in the future?

It is now widely recognized that in the next two decades the world will be heading for a
water crisis of unusual dimensions. Population explosion combined with increase in
per capita consumption of water has created tremendous pressure on water
resources.

It is projected that India and China housing more than 1 billion people, would face
absolute scarcity of water by 2025.

Rural water supply in India is possibly the largest of its kind in the world, involving
substantial investment of more than Rs. 35,000 crore.

78
All these factors have already generated enhanced demand for potable water. Highly
pollution and shortage of surface water has shifted the focus to ground water. Bulk of
the water supply in our country is ground water based (more than 85%). Hardness,
salinity and brackishness are associated with ground water making it unpalatable.
Apart from salinity and hardness there are problems of contamination with heavy
metals, pesticides, herbicides etc. Necessity to treat ground water and making it
"Potable & Palatable" is the need of the hour.

79
What problems can one associate with the presence of Iron and
Heavy Metals in water?

Excess iron is also an inherent water quality problem in ground water and is prevalent
mostly in hilly regions and in the North Eastern part of our country. Excess iron in
drinking water beyond the permissible limit of 0.3 ppm causes digestive disorders. A
total of 138,670 habitations spread across 16 states in the country are found to be
affected with iron contamination.

CGWA report warns, "Ground water in most of Delhi contains harmful heavy metals
such as lead, chromium and cadmium". Heavy metals do not dissolve in blood; instead
they get deposited in the bones, teeth and soft tissues including those of brain. Over
100 micrograms of lead in the blood can irreversibly damage a child's growth. It can
also decrease his/her IQ. In adults, it causes miscarriages and irritability. Children are
more susceptible to lead poisoning.

AIIMS results show unacceptably high lead levels in the blood samples, over 20 units
in 41% of the children surveyed and over 10 units in the rest.

Is there any relation between water and dieting?

helps the body perform at its best, burning fat and calories. The adverse effect of not
drinking enough water for dieters is that it can actually increase body fat. When the
body gets dehydrated, it seeks water from other sources, including fat cells. If your fat
cells contain less water, there is less mobilization of fat for energy. Without enough
water, your kidneys will not function as efficiently thereby putting extra stress on the
liver, which Simply drinking lot of pure water can be extremely helpful to dieters. An
adequate amount of water in the body would be unable to metabolize as much fat as it
should. This implies that, losing weight will become a difficult task if you're not drinking
enough water.

80
 FUTURE STRATEGY

In terms of manufacturing management focus is on optimizing manufacturing efficies and

creating a world class manufacturing location. The companey is today the second best
manufacturing location of UshaBrita’s RO system in the world.

 Use of it to improve logistic and distribution

Competitiveness.

 Utilizing mass media to creat and maintain brands.

 Expand the customer base. The company has added 8 million new comsumer in the
current year and how has consumer base of 60 million although the growth in
absolute number is lower than targeted, the company has been able to increase the
width of its consumer base through launch of low price product.

 Improving distribution quality by addressing issues of the product stability by

installation of so many at several outlets. This would really effective in maintaining
consumption in summer,when sales usually dip due to the fact that the heat effects
product quality and thereby consumption.

 The above are some steps being taken internally to improve future operation and
profitability. At the same time management is also aware of external changes takiing
place in the compatitive enviroment and is taken step to remain competitive in the
future enviroment of free imports, ower barrier to trade the advent of all the globel
players in to the contry. The management is to unduly concern about the huge deluge
of imported purifiers brand in the market.

81
It is of the view that size of this imported preemium market is look small to threaten its own
volumers or sales in fact,the company optimally use the global UshaBrita’s purifiers portfolio.
The company would be able to not only provide greater varity. But it would also be more
cost effective to test market new product as well as improve speed of response to change in
consumer prefrence through imports.The only concerns that the company has in this regard
is the current high level of duties,which limit the opportunity to launch value for money
products.

Mission

H20 Industries' mission is to segment the market for pure water by providing niche
products to specialized industry sectors who are otherwise not properly serviced by
large pure water suppliers. Segregating a customer's deionization resin and
regenerating it on a portable tank basis to hospital dialysis units is an excellent
example of such a niche product that stresses quality and service to users who are
prepared to pay a premium price.

Marketing Objectives
 Maintain positive, steady sales growth each quarter.
 Achieve increase in market penetration every two quarters.

 Generate brand equity so that H20 Industries becomes a household word within
the industry

Financial Objectives
 Decrease fixed costs by increasing the sales base, leveraging economies of
scale.
 Increase profit margin by 2% a year through operating efficiencies that are then
passed throughout the organization.

 Do not decrease research and development, as a percentage of sales,

regardless of the economic climate or market position.

82
Strategy Pyramids

The single objective that H20 Industries faces is to position itself as the premier service
provider of portable deionization equipment, quickly developing market penetration.

The marketing strategy will seek to first create customer awareness regarding the
products and services that H20 Industries offers, build a network of dealers that can
assist H20 Industries in the distribution, and build a large foundation of satisfied, repeat
customers. 

The message that H20 Industries will seek to communicate is that it offers a wide
range of flexible options for all different types of portable purification units. These
flexible options will be coupled with extraordinary customer service.

This message will be communicated by various methods.  The first method will be
advertisements.  The advertisements will be placed in industry journals, not only the
water purification industry, but industry journals of the customers.  This will help H20
Industries develop brand awareness.

Another method of communication will be participation in trade shows.  Being a part of

the trade shows is almost a requirement these days and H 20 Industries will have a
significant presence.  The last method of communication will be a roving sales force
whose task it is to set up a dealership network.

83
Future Strategy

84
POSITION OF THE VARIOUS BRAND IN THE MARKET HAS BEEN
LISTED BELOW

Usha-Brita’s Positioning KENT Positioning

Purifier

RO Aviva “Pure for Digital- Positioned as

(RO+UV+UF+ Sure” waterguard an short term.
TDS)

Digital water- Position as an Single Brand Positioned as Pure

Guard.
Familier or Officer Pureit water

Ultra plus. Purchase But no less time.

Water purifier
Any where

RO Aquarius
And any time
Water purifier

85
 DATA ANALYSIS AND FINDINGS

Data was tabulated manually and was also analyzed manually. Excel was used to make a
graph had pie charts.

Main technique used were :

Model value was used to analyse the question, which has two or mare choices as their
answer.

Simple average were used to get answer to questions.

Calculations and Summarizing Data

Often, you will need to perform calculations on your raw data in order to get the results
from which you will generate a conclusion. A spreadsheet program such as Microsoft
Excel may be a good way to perform such calculations, and then later the spreadsheet
can be used to display the results. Be sure to label the rows and columns--don't forget
to include the units of measurement (grams, centimeters, liters, etc.).

You should have performed multiple trials of your experiment. Think about the best
way to summarize your data. Do you want to calculate the average for each group of
trials, or summarize the results in some other way such as ratios, percentages, or
error and significance for really advanced students? Or, is it better to display your data
as individual data points?

86
 FINDINGS AND SURVEY

1 – Do you use Purifier ?.

No, 26%

Yes, 74%

87
2 – Which Company’s brand do you use?.

100
90
80 75
70 65
60
50 50
45
40
30
20
10
0
UshaBrita Kent Euroka HL

88
3 – Where do you buy usha-brita purifier?.

General
store Other Retail
10% 6% shop
Malls 32%
17%

Outlet
35%

89
4 – Are you awarbe any campaign of above brand?

North
54%
52%
50% W est
No, 54%
48%
46%
Yes, 46%
East
44%
42%
Yes No

90
5 – Which ushabrita’s product do you usually prefer or use?

100
85
80 72
65 60
60
40
24
20
0
RO Aviva Digital Ultra Ultra RO
Plubs Aquarius

91
6 – Do you think ushabbrita’s purifier is easily available in market?.

No
9%

Yes
91%

92
 Conclusion

This company project has demonsttrated “TO STUDY THE DISTRIBUTION CHANNELS

OF USHABRITA PURIFICATION SYSTEM” that has proved to be extensiveadvantage.

In the project it possible to see the success of Usha-Brita in its indorse its strong potential

to continue to do well.

93
 SUGGESTION

The Company have good position in the Market but it is necessary to more development
that company should launch more brand of the purification system.

Because customer created different types of need according to situation also

according to financial status.

So consider all above things of the customer company should the product.

One more suggestion I want to give that customer not want only sufficient price he
also want better service (time to time) of the product. These are the my views about
company.

94
 Bibliography

 Book name - consumer behavior

Author – Schiffman G.Leon & Kanuk Lazarlesile.

Finding - Researcher mainly refered this book to know aspect of customer

attitude and marketing.

 Book Name - Marketing Management .

. Author – Kottler Philip & Keller Lane Kevin.

Publisher - Dorling Kindersley (India) Pvt Ltd Licences of pearson Education in

South Asia.

Findings – Researcher refeard this book to estimate of the total possible sales by

All the firm selling the same product in a given market.

 Advertising and marketing magazing.

 The Econimic Times-“Brand Equity”

 Companey Literature.

 Market survey and quuestionnaires.

95
MAGAZINGS
 Business world.
 Business Today.

 India Today.

 Economic Times.
 Outlook Express

WEBSITE
 www.ushabrita.com

 www.ushabrita.in

 www.ushainternational.in

96
Annexure

97
 QUESTIONNAIRE

1. Do you use purifier?

Yes No

3. Which Brand of purifier do you use?

Usha-Brita.

Kent.

Euroka.

Hinduustan Liver.

Zero B.

Goodrej.

98
4. Are you aware of any campaign of the above brand?

Yes No

5. How much you satisfied of Usha-Brita’s purifiers?

100% 50% No

6. Do you think Usha-briya’s Purifiers available in the

market.

Yes No

7. Describe Usha-Brita’s purifier in one word?

8. your comments on Usha-Brita’s product?.

99
9. Are you satisfied of Usha-brita’s service.?

Yes No

10. Are you aware about importance of purifier?

Yes No

100