How Pureit built its business with a market development model:

It was during the monsoon rains in 2011, when Asma’s father Shiraj, was shocked to hear from the doctor that
his five year old daughter had typhoid. He was certain that she was only drinking boiled water. He was desperate
to figure out an alternative solution as he could not afford buying mineral water bottles or jerry cans. After his
Friday prayers near his mosque, he found one. A Safe Water Advisor from Pureit was demonstrating how a
turmeric induced water was completely purified and removed both the taste and color, both of which couldn’t
be removed by boiling. He had also recalled suddenly of seeing some ads of this brand in the last Bangladesh
cricket match but couldn’t recall anything interesting from it. He was in a hurry, but the SWA kept his phone
number and promised to personally give a demo at his residence later in the day. In the evening the SWA made
an appointment with Shiraj to show his whole family how a Pureit works. Shiraj got to know how the product is
superior to boiling water, especially as nowadays, with time constraints, not everybody boils the water long
enough to remove all impurities. Also, during the handling of this drinking water from vessel to vessel, there are
high chances of contamination. All these hassles were removed by a Pureit Classic device. All they had to do was
pour tap water, and directly drink from it. While the device was only tk 3,500, he was more worried about the
cost of the germ kill kit which would cost another tk 1,200, after every 3,000 litres of consumption. But he
couldn’t understand how often he would have to pay for this recurring cost. The final nudge came from Shiraj’s
wife, who was delighted that she would no longer have her stove occupied for hours to boil water, as well as
other hassles, especially during winter. About 8 months after the purchase, Shiraj saw that the GKK was indicating
that it needed change. With just one simple call at the careline, Shiraj got it replaced the next day as well as a full
cleaning done. He was informed that if he made a few successful references he could also get the next GKK free.

After 5 years of using the device, Shiraj got a message from the Pureit team, about an exchange offer with a
discount to upgrade to a more advanced device. While his disposable income has improved after his promotion,
he didn’t have the full cash outlay of tk 14,000 at one go. But he was delighted to know that there was a zero
EMI credit card offer, with which he could pay in 12 months equal installment. With the upgrade, nobody had to
even pour water into the new device, and it also looked very premium with the rest of the electric devices
occupying the dining room.

Pureit was launched in Bangladesh in 2010. Within a decade it has become the no.1 purifier in the branded
market by consistently growing in double digits while improving its profitability by 20 times in the last 4 years. As
a result, more than a million households are protected from water borne diseases. This is how Unilever’s compass
strategy is executed through Pureit: Consistent, Competitive, Profitable and Responsible growth.

Assignment: The next ambition of Pureit is to continue to upgrade to Pureit premium devices for all non-users
(including current Classic users), who has the affordability. Based on the learnings from the Unilever market
development model, as well as the learnings from its development of the classic device case study above, you
need to present the following after 4 weeks.

1. Identify a) triggers & barriers b) ideal behavioral and demographic profile, by speaking to current jerry
can users and those who have switched to Pureit premium. (20%)
2. Create an activation campaign to educate jerry can users to switch to Pureit. Recommend to use some
or all of the elements of the 10 step MD model. Model when repeated at large scale by Unilever needs
to ensure that content making uses simple tools (video/photoshoot by mobile, presented with
Powerpoint) and at zero cost. (40%)
3. Share conversion rates at each level of the funnel by sharing number of % of users: a) made aware about
the benefits b) seeking more information or requesting demo or showing intent to purchase later c)
confirming to purchase. (30%)
4. No. of devices actually sold through the campaign (10%)
5. Top repeatable conversion ideas will also be recognized.