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A PROJECT REPORT ON

A COMPETITOR ANALYSIS OF DIFFERENT BRANDS OF WATER PURIFIER

Submitted By:

SAURAV ROY CHOWDHURY


Roll No :MBA 2010-12
UNDER THE GUIDANCE OF Mrs.

Jnui Deb Mallick Datta


(Prof. Marketing)

IN PARTIAL FULFILMENT FOR THE AWARD OF THE DEGREE OF

MASTERS OF BUSINESS ADMINISTRATION (MARKETING)

DECLERATION

I, Saurav Roychowdhury, a student of MBA (2010-12) studying at IILM (International Institute For Learning in Management), Kolkata, solemnly declare that the project work titled- A Competitor Analysis Of Different Brands Of Water Purifier was carried out by me at Hindustan Unilever Limited; Kolkata, in partial fulfillment of the MBA programme. This programme was undertaken as a part of academic curriculum according to the University rules and norms and by no commercial interest and motives.

Place: Date

Saurav Roy Chowdhury MBA(049) 2010-12

ACKNOWLEDGEMENT
I feel great pleasure for the completion of this project. At the very outset I would express my sincere thanks and deep sense of gratitude to personnel who helped me during the collection of data and gave me rare and valuable guidance for the preparation of this report. I am thankful to Mrs. Pubali Sarkar for giving us such a wonderful opportunity to work with corporate as a part of our project work and constantly motivating right from the beginning.

I take this opportunity to express my deep sense of gratitude and appreciation to my project guide Mrs. Juni Deb Mallick Datta (Prof marketing ) for assistance, motivation, and being a continual source of encouragement for me.

I would like to thank Mr.Prosenjit Awan, Territory Sales Officer (TSO),HUL Pure it Kolkata, for always helping me right from the beginning of the Project. I take opportunity to thanks all my friends and also thank all people who directly or indirectly concerned with this project. I also express my gratitude to my parents who give a constant support and love throughout my life and career.

Saurav Roy Chowdhury 3

EXECUTIVE SUMMARY

Hindustan Unilever Limited is the Indian arm of the Anglo-Dutch Company Unilever. Both Unilever and HUL have established themselves well in the Fast Moving Consumer Goods (FMCG) category. In India, the company offers many households brands like, Dove, Lifebuoy, Lipton, Lux, Pepsodent, Ponds, Rexona, Sunsilk, Surf, Vaseline etc. Some of its efforts were also rewarded when four of HUL brands found place in the Top 10 brands list for the year 2008 published in The Economic Times. Unilever was a result of the merger between the Dutch margarine company, Margarine Unie, and the British soap-maker, Lever Brothers, way back in 1930. For 70 years, Unilever was the undisputed market leader but now faces tough competition from Proctor & Gamble and Colgate-Palmolive. HUL is also known for its strong distribution network in India. In order to further strengthen its distribution, HUL launched a Project SAFE WATER ZONE in 2003 in Chennai. The idea behind this project was to protect lives to water borne disease such as typhoid, jaundice and diarrhea. In 2007 water division started national. Now it presents in all states and already protec ted 15 million lives.

TABLE OF CONTENT

Contents
COMPANY PROFILE .......................................................................................................... 8 AND .......................................................................................................................................... 8 INTRODUCTION ................................................................................................................. 8 Introduction to HUL ................................................................................................................ 10 Brands for life (Product Line) .................................................................................................. 13 INTRODUCTION TO PROJECT TOPIC............................................................................ 22 Competitive Analysis will help accomplish the following: ..................................................... 23 Product analysis (Pureit) .......................................................................................................... 27 A List of Competitors .............................................................................................................. 31 Why companies analyze competitors....................................................................................... 32 Competitor analysis has several important roles in strategic planning: ................................... 32 Sources of information for competitor analysis ....................................................................... 32 What businesses probably already know their competitors ..................................................... 33 What businesses would really like to know about competitors ............................................... 33 How a Pureit is better than other method of water purifier ..................................................... 34 COST COMPARISON ACROSS PURIFICATION METHODS .......................................... 35 SCOPE AND OBJECTIVE OF THE STUDY ........................................................................ 36 RESEARCH METHODOLOGY............................................................................................. 37 SWOT Analysis ....................................................................................................................... 41 Marketing Mix ......................................................................................................................... 42 DATA ANALYSIS& Interpretation ........................................................................................ 43 CROSS TABULATIONS ........................................................................................................ 56 CONCLUSION ..................................................................................................................... 83 RECOMMENDATIONS .................................................................................................... 85 Limitations Of Study................................................................................................................ 87 ANNEXURE ......................................................................................................................... 88 The Waterpurifier business ...................................................................................................... 93 (http://spoonfeedin.blogspot.in/2008/06/waterpurifier-business.html) ..................... 93 Village Financial Services and HUL tie up to sell Water Purifiers ......................................... 96 5

LATEST INNOVATION IN WATER PURIFICATION AROUND THE WORLD............. 97 Forbes India: War for pure water ............................................................................................. 98 BIBLIOGRAPHY ................................................................................................................. 101

TABLE OF ILLUSTRATION

COMPANY PROFILE

AND

INTRODUCTION

Company Profile

Type

: :

Public company BSE:HUL Fast Moving Consumer Goods (FMCG)

Industry Founded Headquarter : Key people : : :

1933 Mumbai, India

Harish Manwani (Chairman), Nitin Paranjpe (CEO and Managing

Director) : Products : Revenue Home & Personal Care, Foods, Water Purifier Rs 20,869.57 crore (US$ 4.45 billion) (20082009) : : Parent Website : Over 65,000 direct & indirect employees Unilever Plc

Employees

www.HUL.co.in

Introduction to HUL

Hindustan Unilever Limited (HUL) is India's largest Fast Moving Consumer Goods Company, touching the lives of two out of three Indians with over 20 distinct categories in Home & Personal Care Products and Foods & Beverages. The companys Turnover is Rs. 20, 239 crores (for the 15 month period January 1, 2008 to March 31, 2010). HUL is a subsidiary of Unilever, one of the worlds leading suppliers of fast moving consumer goods with strong local roots in more than 100 countries across the globe with annual sales of 40.5 billion in 2008. Unilever has about 52% shareholding in HUL

Hindustan Unilever was recently rated amongst the top four companies globally in the list of Global Top Companies for Leaders by a study sponsored by Hewitt Associates, in partnership with Fortune magazine and the RBL Group. The company was ranked number one in the Asia-Pacific region and in India.

The mission that inspires HUL's more than 15,000 employees, including over 1,400 managers, is to add vitality to life". The company meets everyday needs for nutrition, hygiene, and personal care, with brands that help people feel good, look good and get more out of life. It is a mission HUL shares with its parent company, Unilever, which holds about 52 % of the equity.

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History

HUL was formed in 1933 as Lever Brothers India Limited and came into being in 1956 as Hindustan Lever Limited through a merger of Lever Brothers, Hindustan Vanaspati Mfg. Co. Ltd. and United Traders Ltd. It is headquartered in Mumbai, India and has employee strength of over 15,000 employees and contributes for indirect employment of over 52,000 people. The company was renamed in June 2007 to Hindustan Unilever Limited. The Anglo-Dutch company Unilever owns a majority stake (52%) in Hindustan Unilever Limited. HUL was one of the eight Indian companies to be featured on the Forbes list of Worlds Most Reputed companies in 2007

Heritage
HULs heritage dates back to 1888, when the first Unilever product, Sunlight, was introduced in India. Local manufacturing began in the 1930s with the establishment of subsidiary companies. They merged in 1956 to form Hindustan Lever Limited (The company was renamed Hindustan Unilever Limited on June 25, 2007). The company created history when it offered equity to Indian shareholders, becoming the first foreign subsidiary company to do so. Today, the company has more than three lakh resident shareholders. HULs brands -- like Lifebuoy, Lux, Surf Excel, Rin, Wheel, Fair & Lovely, Sun silk, Clinic, Close-up, Pepsodent, Lakme, Brooke Bond, Kissan, Knorr, Annapurna, Kwality-Walls - are household names across the country and span many categories - soaps, detergents, personal products, tea, coffee, branded staples, ice cream and culinary products. They are manufactured in over 35 factories, several of them in backward areas of the country. The operations involve over 2,000 suppliers and associates. HUL's distribution network covers 6.3 million retail outlets including direct reach to over 1 million.

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Doing Well by Doing Good


HUL believes that an organizations worth is also in the service it renders to the community. HUL focuses on hygiene, nutrition, enhancement of livelihoods, reduction of greenhouse gases and water footprint. It is also involved in education and rehabilitation of special or underprivileged children, care for the destitute and HIV-positive, and rural development. HUL has also responded in case of national calamities / adversities and contributes through various welfare measures, most recent being the relief and rehabilitation of the people affected by the Tsunami disaster, in India. HULs Project Shakti is a rural initiative that targets small villages populated by less than 5000 individuals. Through Shakti, HUL is creating micro-enterprise opportunities for rural women, thereby improving their livelihood and the standard of living in rural communities. Shakti also provides health and hygiene education through the Shakti Vani programme.The program now covers 15 states in India and has over 45,000 women entrepreneurs in its fold, reaching out to 100,000 villages and directly reaching to over three million rural consumers. HUL also runs a rural health programme, Lifebuoy Swasthya Chetana. The programme endeavours to induce adoption of hygienic practices among rural Indians and aims to bring down the incidence of diarrhoea. It has already touched 120 million people in approximately 50, 676 villages across India. If Hindustan Unilever straddles the Indian corporate world, it is because of being singleminded in identifying itself with Indian aspirations and needs in every walk of life. Unilever products touch the lives of over 2 billion people every day whether that's through feeling great because they've got shiny hair and a brilliant smile, keeping their homes fresh and clean, or by enjoying a great cup of tea, satisfying meal or healthy snack.

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Brands for life (Product Line)


Hindustan Unilever Limited has been the pioneer in the field of Food brand, Home care brands, personal care brands, water purification systems, Nutrition, Health, Hygiene & beauty products The following are the basic products of Hindustan Unilever Ltd., which has always promised to provide safe and healthy living.

Food Brands. Home Care Brands. Personal Care Brands. Water Purification System.

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Food brands
HUL is one of Indias leading food companies. Our passion for understanding what people want and need from their food - and what they love about it - makes our brands a popular choice.

Brooke Bond 3 Roses


Playful banter, a little mischief, serious conversation theres no time for young couples like the time spent sharing a cup of 3 Roses. To keep a relationship going, every young couple needs a little time to talk

Annapurna
Partnering with the mom in nurturing her dreams, Annapurna Atta is aimed at helping her provide wholesome tasty nutrition to her family. Annapurna Atta is aimed at helping the homemaker provide wholesome, tasty nutrition to her family.

Red Label
Indias favorite cup of tea, the great taste of Red Label brings people closer together and strengthens relationships. The brew that bonds.

Brooke Bond Taaza


Brooke Bond Taaza lifts me and unshackles my mind, allowing me to see and realize possibilities. The great refreshment of Taaza inspires women to have an identity beyond their homes and to refresh their lives.

Taj - Mahal
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Brooke Bond Taj Mahal is an exclusive selection of teas for the discerning consumer. A taste for the finer things in life. Taj Mahal is not just a cup of tea, it is a sensory experience

Bru
Ek cup Bru aur mood ban jae Some moments in life are special and close to the heart. Bru makes these moments with loved ones even more magicalIts Indias largest coffee brand that offers a range of products in Instant coffee, Conventional coffee and premixes....Its rich aroma and unique blend makes every moment come alive

Knorr.
Knorr helps families make meal times special, nutritious, tasty and healthy

Kwality Walls
A good honest scoop of daily pleasure. . Kwality Walls, the brand with a big heart, offers a range of delightful frozen desserts that bring smiles to the faces of millions of Indians kids, teens and adults. We do so with our very popular brands - Cornetto, Feast, Paddle Pop, Selection & our award winning parlour concept, Swirls.

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Home care brands


HUL has a diverse portfolio of brands offering home care solutions for millions of consumers across India.

Active Wheel
Active Wheel de "Mehnat se Aazadi" Freedom from painful & tiring laundry Active Wheel enables consumers to perform laundry chores, giving Great Clean within less effort.

Cif
Cif- the best cleaner to let you shine. Cif- The Worlds leading cream cleaner which gives you the power to deal with the toughest dirt is now in India.

Comfort
The worlds largest fabric conditioner brand. For most homemakers, ensuring their family's well-being is of utmost importance. Every task, whether its preparing a meal or washing the clothes, is an expression of her love and affection for the family.

Domex
The sheer power of Domex bleach gives you the confidence you need, eradicating all known germs. The sheer power of Domex bleach gives you the confidence you need, eradicating all known germs. With Domex, you can be absolutely certain that the job is done.

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Rin
Rin provides best in class whiteness which is demonstrable. Clothes talk for us. Rin plays an integral part in enabling us to look good by providing demonstrably superior whites, giving us the confidence to realize our ambitions.

Sunlight
Sunlight is a color care brand. A dash of pink, a splash of yellow, a hint of purple and a bit of orange. Colours can liven up any wardrobe and can make you look and feel precious and if theres one detergent brand thats committed to colour care, its Sunlight

Surf Excel
Giving your kids the freedom to get dirty and experience life, safe in the knowledge that Surf Excel will remove those stains. When children go out to play and get dirty, they don't just collect stains. They experience life, make friends, share with each other and learn from each other. This helps them get stronger and get ready for the world outside

Vim
Created in 1885, the Vim brand is still innovating and using the magic of natural ingredients to create unbeatable results over a hundred years later.

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Personal care brands


Our personal care brands, including Axe, Dove, Lux, Pond's, Rexona and Sunsilk, are recognized and love by consumers across India. They help consumers to look good and feel good and in turn get more out of life. Aviance Aviance enables women actualize their unique potential through expert customized beauty solutions.
The Aviance promise Aviance believes that no two women are alike. A truly beautiful woman is constantly searching for ways to express and celebrate her own individuality. Aviance was created to empower this woman. Encourage her. And help her become all she can be.

Axe
Axe with Best Quality Fragrance. AXE is a cool, iconic, youth brand available in more than 60 countries. In India, Axe, which has been launched in 1999, is the largest selling Male Deodorant.. Breeze Breeze, with the goodness of glycerin gives soft, fragrant and smooth skin. Breeze makes use of a new revolutionary global technology which enhances the impact of world class perfumes in a much larger way, apart from bringing out the goodness of glycerine.

Clear
New Clear with Essential Oils, guarantees Zero dandruff and leaves your hair feeling fabulous. New Clear. Zero dandruff, Just fabulous hair 18

Clinic Plus
Clinic Plus is Indias largest selling shampoo and has won the trust the millions of families across India. Clinic Plus understands that healthy hair is an important asset which helps your family progress in life and empowers you.

Closeup
Freshness that brings you Closer. Closeup is synonymous with Freshness that gives you the confidence to be close to someone.

Dove
Dove stands for real beauty. All around the world, Dove is making real women feel more beautiful! Since 1993, Indian women have relied on Dove for beautiful skin. Dove is known to be a keeper of promises and has given real products to women world over.

Fair & Lovely


More than 30 years ago, a unique brand was born. Wrapped within a humble lavender tube, it went on to become the Worlds No.1 Fairness cream. Hamam Holistic skin care experiences perfected over the ages to deliver healthy, beautiful skin Hamam brings alive the wisdom behind time-less skincare rituals in convenient and contemporary formats

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Lakme
Lakme is an ally to the Indian Woman and inspires her to express her unique beauty and sensuality. Thus, enabling her to realize the potency of her beauty. Lakme is the Indian womans Beauty Sutra inspiring expression of her unique beauty and sensuality

Lifebuoy
Lifebuoy is available in multiple variants in soaps and specialist formats such as liquid handwash, catering to the entire family. Lifebuoy, an undisputed market leader for 112 years, has a compelling vision to make 5 billion people across the world, feel safe and secure by meeting their personal care hygiene & health needs

Liril
Awaken, and enliven your senses with a Liril bath. Over time, Liril has come to be synonymous with the freshness of limes, active energy and freedom of expression by its symbolic display of the uninhibited female form.

Lux
Lux believes in passion for beauty. It continues to be a favorite with generations of users for a sensuous experience of luxury. Lux stands for the promise of beauty and glamour as one of India's most trusted personal care brands.

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Pears Pears the purest and most gentle way to skincare! Pears launched in India in 1902, exuberates a long heritage of purity. It is so pure that you can actually see through it!

Pepsodent Pepsodent India is committed to improve the overall Oral health of Indians. Pepsodent is a 15 year old brand that offers various oral care solutions to specific need based solutions.

Ponds Get the expert to look after your skin Ponds, has been listening to womens needs and desires for 150 years and this has enabled us to deliver new products customised to their needs. Ponds accompanies them on their journey to enhance the beauty of their skin.

Rexona Rexona gives you 24 hr protection from sweat and body odour and therefore the confidence to handle whatever the day has in store.

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INTRODUCTION TO PROJECT TOPIC

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INTRODUCTION TO PROJECT TOPIC


India with a population of 120 crores is potentially one of the largest consumer markets in the world. With urbanization and development of economy tested and interests of people changes according as the advanced nation. Marketing of any product depends upon the consumers wants, preferences, and taste. In market well consider things very carefully because FMCG is the essential consumer need purchased by individual to fulfill the need and for refreshment also. Therere many ways to consumer awareness & sell water purifier products in the market like dealers distribution, kiosk (canopy), d2d, cold call(referral, database..) etc. Applying various tools and techniques every water purifier company like HUL, EURKA FORBES, TATA, KENT etc. try to capture the market. . To increase the sales of water purifier products initially, it is very important to conduct a competitor analysis. Competitive Analysis is a process of gathering and analyzing information about competitors, their practices, products, strengths and weaknesses and business trends in order to assess our position in the market and improve companys products and marketing strategies. A Competitive Analysis performed by an unbiased third party is an invaluable tool because it can help to company for identify ways to attract new customers, as well as keep the ones you have satisfied with companys products . Competitive Analysis gives to company a realistic view of their competition and the opportunity to identify improvement in areas like customer services, and marketing claims. It can help to compare products prior to making their marketing and promotional decisions.

Competitive Analysis will help accomplish the following:


Have a realistic view of company competition. Foresee market changes and demands. Identify ways to attract customers from companys competitors. Discover opportunities for improvement in companys business practices. 23

Water Purifier-Pure it
Pureit is the worlds most advanced in-home water purifier. Pureit, a breakthrough offering of Hindustan Unilever (HUL), provides complete protection from all water-borne diseases, unmatched convenience and affordability. Pureits unique Germ kill Battery technology kills all harmful viruses and bacteria and removes parasites and pesticide impurities, giving you water that is "as safe as boiled water". It assures your family 100% protection from all water-borne diseases like jaundice, diarrhea, typhoid and cholera. Whats more, it doesnt need gas, electricity or continuous tap water supply. Pureit not only renders water micro-biologically safe, but also makes the water clear, odourless and good-tasting. Pureit does not leave any residual chlorine in the output water. The output water from Pureit meets stringent criteria for microbiologically safe drinking water, from one of the toughest regulatory agencies in the USA, EPA (Environmental Protection Agency). The performance of Pureit has also been tested by leading scientific and medical institutions in India and abroad. This patented technological breakthrough has been developed by HUL. This state-of the-art engineering developed by a team of over 100 Indian and international experts from HUL and Unilever Research Centers has made Pureit possible at the consumer price of just Rs. 2000. Pureit runs with a unique Germ kill Battery Kit that typically lasts for 1500 liters* of water. The Germ kill Battery Kit is priced at Rs.365. This means consumers will get 4 litres of water that is as safe as boiled water for just one rupee, which works out to an extremely affordable 24 paise per litre. Pureit in-home purification system uses a 4 stage purification process to deliver as safe as boiled water without the use of electricity and pressurized tap water.

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Pureit purifies the input drinking water in four stages, namely; 1. Micro-fiber Mesh - Removes visible dirt 2. Compact Carbon Trap - Removes remaining dirt, harmful parasites & pesticide impurities 3. Germ kill Processor uses 'programmed chlorine release chlorine technology' and its stored germ kill process targets and kills harmful virus and bacteria 4. Polisher removes residual chlorine and all disinfectant by-products, giving clear odourless and great tasting water 5. Battery Life Indicator - Ensures total safety because when the germ kill power is exhausted, the indicator turns red, warning you to replace the battery

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Some basic facts on water Problems

Infected water causes an estimated 80 percent, of disease in India, according to the World Health Organization (WHO).

About half the worlds reported cases of polio, a crippling disease which is waterborne, occur in India.

Each year, diarrhea kills 500,000 Indian children. Water is pure at the source which is the municipal treatment plant. It comes to your house through pipes.

These pipes are very old and have rusted, which may be the cause of contamination.

Sewage lines are also in contact with underground water pipes. People also break open pipes at places to have access to water. These open cracks allow contaminated matter to get inside the water pipes.

With the ever growing problem of safe drinking water faced in India, HUL has come with a social initiative of providing safe and pure drinking water by means of Pureit, a quality yet affordable water Pureit.

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Product analysis (Pureit) Pureit- a water purifier designed and developed to provide as safe as Boiled water Performance
Pureit removes visible dirt, kills all viruses and bacteria, removes parasites and pesticide impurities giving you water that is as safes as boiled water

Additional Features:

Great sensorial Clear, odour -free water : removes organics, pesticides, suspended matter (turbidity) Any time , any where performance : works Without electricity Without piped water

Convenience No hassles of boiling, No maintenance costs like plumbing Cost Rs. 1/- for every 4 Liters of water

The Technology:

Chlorination of water is a known fact & is used as a world wide phenomenon by municipal corporations for supply of potable water. It kills all bacteria and viruses in water. However chlorine added I n water by these corporation is not done scientifically especially in third world countries. Hence the amount of chlorination may be more or less depending on the quantity of water; thus again making this water unsafe for human consumption.
Frame Non woven { polyester cloth filter}

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MICRO FIBRE MASH Material Non woven polyester Removes suspended particulate > 10 micron Reduces filtration load on CCT Average flow rate of 5 lit/min

COMPACT CARBON TRAP carbon Binder is used for holding the Material intermediate activated

carbon granules Removes particulate impurities < Removes organic load improves

10 micron

taste of water Removes pesticides Removes cysts

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GERM KILL PROCESSOR Attached with batching chamber. Stored germ-kill power target and kill harmful viruses and bacteria

Unique Auto Switch off Technology > > After the battery life indicator turns fully red, the purifier will begin to overflow from the battery life indicator on the front side. Some water may still pass through the purifier. However, please note that the purifier has stopped purifying water & the water may no longer be safe for drinking. > The purifier has been designed to overflow to indicate that the battery has not been replaced even after it has turned fully red.

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POLISHER

Made by activated granular carbon and coated by silver. This design has reduced pressure drop, eliminating the level of fines coming in the water and reduced wastage of plastics in battery Removes chlorine and disinfection by-products. Radial flow design low pressure drop. Finally removes all odour, makes water visually clear & gives great tasting water

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A List of Competitors
The analysis begins with a list of Hindustan Unilever Limited (HUL) of water division Pure its competitors. Most of the time, such a list is comprised of what company co-considers to be its chief competitors. However, there may be other companies that indirectly compete with HUL, ones that offer products or services that are aiming for the same customer capital.

Hindustan Unilever Limited (HUL) of water division Pure its competitors in the market are: 1. Eureka Forbes Limited 2. Philips 3. Whirlpool 4. Kent 5. Usha Brita 6. Alfaa 7. Kenstar 8. Hi-tech 9. Zero B 10. Modi Durant 11. Hemkund 12. Godrej 13. Tata

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Why companies analyze competitors?

Some businesses think it is best to get on with their own plans and ignore the competition. Others become obsessed with tracking the actions of competitors (often using underhand or illegal methods). Many businesses are happy simply to track the competition, copying their moves and reacting to changes.

Competitor analysis has several important roles in strategic planning:


To help management understand their competitive advantages/disadvantages relative to competitors. To generate understanding of competitors past, present (and most importantly) future strategies. To provide an informed basis to develop strategies to achieve competitive advantage in the future. To help forecast the returns that may be made from future investments.

Sources of information for competitor analysis


How the sources of competitor information can be neatly grouped into three categories: Recorded data: this is easily available in published form either internally or externally. Good examples include competitor annual reports and product brochures; Observable data: this has to be actively sought and often assembled from several sources. A good example is competitor pricing; Opportunistic data: to get hold of this kind of data requires a lot of planning and organization. 32

What businesses probably already know their competitors?


Overall sales and profits Sales and profits by market Cost structure Market shares (revenues and volumes) Organization structure Distribution system Identity / profile of senior management Advertising strategy and spending Customer / consumer profile & attitudes Customer retention levels

What businesses would really like to know about competitors?


Sales and profits by product Relative costs Customer satisfaction and service levels Customer retention levels Distribution costs Size and quality of customer databases Advertising effectiveness Future investment strategy

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How a Pureit is better than other method of water purifier:Main Feature Pureit Boil water Advance UV inline Purifier
Remove/Kills Viruses Bacteria Pesticides Yes No Yes No Yes Must boil water 3040minute Yes

Advance Storage Purifier


No

End off life indicator

Auto switch off

Yes

No

Yes

No

18 ltr. Water storage Capacity Manual backup Not require Gas Not require electricity Dual fill Facility (Manual or Auto fill) Better Taste of water Removes Smell

Yes

Yes

No

Yes

Yes Yes Yes Yes

Yes No Yes No

No Yes No No

Yes Yes Yes No

Yes

No

Yes

No

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COST COMPARISON ACROSS PURIFICATION METHODS

Cost comparison across purification methods Method of purification Cost of Pureit water Cost of Pureit water Cost of boiling water Cost of leading UV in-line purifier Cost of 20 litres of leading bottled water brand Cost of 1 litre of leading bottled water brand 1200 paise/litre 24 35 47 64 350

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SCOPE AND OBJECTIVE OF THE STUDY

This will help us to know the market tends demand and consumption patterns future prospectus in term of potential growth consumer test and buying behavior for the HUL product water purifier and the competitive aspect of the product in relation to other products in the market. At the same time some bottlenecks and loopholes in the entire process could also be taken into consideration for their solution as well as betterments. In short following few aspects could be taken care of through this study: To identify the attributes those compel the dealers to select the product.. To study about the relationship and association of the household with the company. To identify the dealers response towards brands they are dealing. Popularity of company product among customers. Competitive analysis of the product. To know about the awareness of drinking water used by various households.

OBJECTIVES: The main objective of this project is to find, what are the steps Hindustan Unilever Ltd. is adapting to be market leader and to differentiate itself from its competitors. Not, only product but it has to look upon the services and feed back from customers also. It should do something to give after sales service and collect feed back from the customers. Strength, Weakness, Opportunity and Threat. How to increase productivity of sales in Kiosks Competitive analysis of PURE IT

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RESEARCH METHODOLOGY
Its the way by which we collected data and used it to analysis the available fact for arriving at a particular results and suggestion. Basically there are two ways of collecting the data primary & secondary.

RESEARCH DESIGN
It consists of clean statement of the research problem procedures and information processing and analysis of data collected. It includes hypothesis also. I have used Descriptive Research which includes survey and fact-finding enquiries of different kinds. The main characteristics of this method are that the researchers have no control over the variables; he can only report what has happened or what is happening. The major purpose of descriptive research is description of the state of affairs as exists as present. Problem to retailers with their respective FMCG Company. Taste and preference of retailers and consumers towards the brand. Strategy of different players in the market. Different schemes of different brands.

Descriptive research design: - alone with some exploratory research was applied which descriptive the state of affairs as they subsists. Descriptive research was used in the study of marketing strategies for the sale of companys product also studying about the parameters which affect the competitiveness of the product.

Analytical research:- in this kind of research researcher uses facts or information which are already available and analysis these for critical and rational facts of the past and present tends in the demand and consumption, quality of product, packaging methods, supply and distribution and analyzed them for critical result and suggestion some recommendation.

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Sampling methodology: The sampling methodology used is Non Probability sampling


technique-Convenience sampling (A non probability sampling technique that attempts to obtain a sample of convenient elements. The selection of sampling unit is left primarily to the interviewer)

Sampling design:
I. Selection of study area: Kolkata II. Selection of Sample size: 100

DATA ANALYSIS
Data become useful only affect they are properly analyzed. Data analysis involves coverings as series of recorded observation i.e. data into descriptive statement and inference about relationship. This task is helpful in identified the areas where the company each improve further collected data was analysis by the use of simple statistic tools like percentage and (univariate analysis) result have been represented by using bar chart columns and pie chart.

DATA COLLECTION
This was done by using:A. Primary data. These are the fast hand information as observation in leads to collect through surveying as interviewing using questionnaire and schedules. Questionnaire- it can be recognized as a schedule, interview from or measuring instrument is a formalized set of question for obtaining information from the repaired. It is widely used in consumer and industrial marketing research analysis. B. Secondary data these are the data which are already available in data which are already available in usable forms various type secondary data used. Literature from various papers, journals, and magazines. E.g. News and Views and paper India. Annual report (previous record of the company.) Internet surfing. Other official sources. 38

RESEARCH APPROACH
The research is based initially on an exploratory research & finally followed by descriptive research.

RESEARCH INSTRUMENTS
The research instrument used in the study was predesigned up to designed questionnaire with closed ended multiple choice & open-ended questions.

QUESTIONNAIRE
The questionnaire is by far the most common instrument in collecting primary data & the questionnaire consists of question presented to respondent for their answers. The questionnaire used a set of open-ended question.

SAMPLE SIZE

Sample size is 100 households Type of research Statistical tools Data collection Descriptive research (it includes facts findings service) Pie charts, bar diagrams etc. Through questionnaire

UNIVERSE

In the data of the sampling, large sample units are preferred to get the accurate outcome of the research. I took few places from north Kolkata for my survey. Places covered are Dunlop, Bali, Cossipore, Shyambazar etc.

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SWOT Analysis

Strength
HUL Brand Taste of Purified water Low and mid price range Better understanding to customer

Opportunity
Changing consumer preference Awareness of people to water borne diseases Increasing demand for water purifier

Weakness
Service facility Untrained PWEs Less color choices

Threats
Hike in cost of production due to hike in raw material cost Increasing distribution Cost Entry of new entrant- Tata Swach etc.

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Marketing Mix
PRODUCT a) Easily available nationwide. b)Easy to handle. b) Low cost of maintenance and c) Multiple products launched for each product type. consumable. c) Best prices offered when compared to other competitors. PROMOTION a)Active subscription immediately b) Right time installation of products c) Properly repair services against paid AMCs. d) Service during contract period PLACE a) Urban educated India that cares for their family. b) Areas prone to diseases. C) Strategically chosen locations for catching the eye of potential consumers. d) Various stalls near market places PRICE a) Product price range divided into four segments to target different audiences.

LIMITATION OF THE STUDY


Time is the major constraint in the study My Study is confined to 100 respondents. Research is done only in some parts of Hyderabad Respondents Fatigue. Researcher inexperience.

42

DATA ANALYSIS & INTERPRETATION

43

Q1. How do you treat your drinking water?


o Do nothing o Boiled water o Use electrical water purifier o Use non electrical water purifier

Interpretation :-After the survey of 100 households: Most of the peoples are using electric water purifiers This shows that people are more conscious about there health Only a few portion of the households are not using any kind of water purifiers

44

Q2. Do you know that 80% of the diseases in our country are water bound?
o Yes o No o Not aware

No.of People, Not Aware, 8, 8%

Yes

No

Not Aware

No.of People, No, 17, 17%

No.of People, Yes , 75, 75%

Interpretation:- From the survey of 100 persons I found that 75% of the people are aware that most of diseases are mainly due to the water. 17%of the peoples say that it is not because of water there family members gets ill. 8% of the people are not aware about water born diseases

Marketing Implications :17% of the people are still not aware of the diseases that are present in impure water. So to cover that 17% more awareness programes must be created to increase the market share.

45

Q3. While buying any water purifier what comes to your mind first?
o Price o Health & Safety
o

Both

Buying Preference

Both 15%

Price 10%
Health & Safety 75%

InterpretationAfter a survey, I found that 75% people preference health and safety in buying water purifier. Pureit offers an economical way of getting great tasting and 100 % safe drinking water. People are more conscious about they health. They mainly make use of water which is rich in minerals. Marketing Implication :- Majority of the consumers are not affected by the pricing but more conscious about the health and safety features. So without bringing any pricing changes it would be good to enhance the safety and purification features more. 46

Q4. Comment on the price of your water purifier?


o o o

Affordable High Should be Revised

Comments on Prices of water purifiers

Revised - 17%

Affordable53%
High- 30%

Interpretation- After a survey, I found that price of water purifier is Affordable for 53% of people, The price is high for 30% people.. The water purifier Companies should reduce there prices in order to increase its market share

47

Q5.Do you know that boiled water is not necessarily safe water?
o Yes o No

Number of people using water purifier


yes no

38%

62%

Interpretation - After a survey of about 100 house holds, I have found that 62% says that boil water is safe. 38% of the people have a opinion that boil water is safe only for few hours This shows that even after boiling water isnot safe for drinking purpose.

Marketing Implications :-

Still more market awareness about the benefits of pure-it has to be done as majority of the market still relies on tradional method of boiling water and considering them as safe.

48

Q6 : What company water purifier you are currently using?

Which Company Eureka Forbes HUL Pure it Kent Philips Whirlpool Any Other Total

Frequency 50 14 10 10 7 9 100

Percent 50.0 14.0 10.0 10.0 7.0 9.0 100.0

FREQUENCY
50 45 40 35 30 25 20 15 10 5 0 Eureka Forbes HUL Pure it 50 Kent Philips 14 10 10 7 9 Whirlpo ol Any Other

INTERPRETATION Out of 100 respondents, the data of people are using water purifier and people are not using water purifier .Those people are not using water purifier, if they will buy ,they will buy only this companys product like Eureka Forbes,Hul,Kent,Philips,Whirlpool.50% (50),14% (14),10% (10),10%(10),7% (7),9% (9) of people are using and will use Eureka Forbes, Hul, Kent, Philips, Whirlpool and any other companys water purifier

49

Q7. Criteria considered for Purchase?


1. Brand name 2. Technology 3. Price

70 60 50 40 30

20
10 0 Brandname Technology Price

INTERPRETATION:From the survey of 100 respondents, it is observed that a majority of the sample ie 60% are more interested about the technology used in purification process. About 25% are affected by the brand image and 15% are affected by the price.

MARKET IMPLICATION:The major competition in the market is based on the technology provided and not price. However the companies like Eureka Forbes have a strong brand image in water purification area in the market. So to overcome this, HUL has to provide a better purification method and also emphasis on brand awareness. Since price is not a major purchasing factor, a price war would not result in having a greater market share.

50

Q8. Is the quality of water provided by Pure-it tastes good, looks clear and odorless?
TASTE GOOD,ODORLESS LOOKS CLEAR Yes No Don't Know Total FREQUENCY PERCENT

80 9 11 100

80.0 9.0 11.0 100.0

FREQUENCY
80 70 60 50 40 30 20 10 0 Yes No Don't Know
9 11 80

Yes

No

Don't Know

INTERPRETATION The above data has given the frequency and percentage of respondents about taste of water is good, odorless, looks clear. Out of 100 respondents, 80 % (80) of people have given their view YES. the taste of water is good, odorless and looks clear.9 % (9) of people have told NO, the taste of water is good, odorless and looks clear and 11 % (11) of people have given their view dont know about taste of water. 51

Q9. What is the price of the water purifier that you are currently using or are planning to use?

COST Rs. 1000- Rs. 5,000 Rs. 6,000- Rs. 10,000 Rs. 11,000- Rs. 15,000 More than Rs. 15,000 Total

FREQUENCY 37 27 20 16 100

PERCENT 37.0 27.0 20.0 16.0 100.0

FREQUENCY
40 35 30 25 20 15 10 5 0 Rs. 1000Rs. 5,000 Rs. 6,000Rs. 10,000 27 20 16 Rs. 11,000Rs. 15,000 More than Rs. 15,000

37

Interpretation:37% of the consumers are using the cheapest purifier available. 27% are using the lower middle range and 20% are using upper middle range of purifiers, while 16% are using premium product. Marketing Implication:. HUL has a variety of products at these levels of income but it has to provide more diversified products to the upper income segment to increase their market share. Most of the premium users are using Eureka Forbes because of their brand image and are less reluctant to take a risk in switching over to a new company in that segment. 52

Q10.

Where do you prefer to buy a water purifier from?


o Retail Outlets o Franchisee dealers o Direct Marketing

45

45 40 35 30 25 20
20 35

15
10 5 0
Retails Outlets

Direct Marketing
Franchisee
Preffered Places to buy

Interpretation- in the survey I found that people like to purchase water purifier by direct marketing. In the survey I found that 45% people preferred direct marketing, 35% people preferred Retails outlets and 20% people preferred Franchisee to purchase the water purifier.

53

Q11. Frequency and Percentage of respondents about what comes your mind first i.e. Price or Health & Safety or Both

What comes your mind first Price Health & Safety Both Total

Frequency 16 39 45 100

Percent 16.0 39.0 45.0 100.0

Frequency
45 40 35 Price Health & Safety Both 16

30
25 20 15 10 5 0 Price Health & Safety Both 45

39

INTERPRETATION :The above data has told, frequency and percentage of respondents about what comes customers mind first i.e. Price or Health or Both. Out of 100 respondents, 45 % (45) of respondents have given their view that both that is price as well as health and safety. Percentage of respondents who are only concern about health and safety was found 39 % (39).Percentage of respondents who are concern about only price was found 16 % (16).

54

Q12. Where you did heard about the product?


o TV commercial o Newspaper print ads o In shop branding o Friends references

Preference
40 35 30

25
20 15 10 5 0
Preference

Interpretation: from that above graph it is clear that most portion of the households purchse products of Companies by watching TV commercial advertisements. The Companies should be more focused on TV commercial Advertisements. MARKETING IMPLICATION :Much more emphasis should be given to other media vehicles rather than focusing only on TV commercials. More awareness is more sales. 55

CROSS TABULATIONS
Cross tabulation between Company and Taste of water

WHICH COMPANY Eureka Forbes Hul Kent Philips Whirlpool Any Other Total

Tastes good ,odorless ,looks clear Yes 45 9 9 8 4 5 80 No 1 2 1 1 2 2 9 Dont Know 4 3 0 1 1 2 11

Total

50 14 10 10 7 9 100

Cross tabulation between Company and Taste of water

56

50 45 40 35

4 1

30
Dont Know 25 20 15 10 5 0 Eureka Forbes Hul kent Philips Whirlpool Any Other 45 No Yes

3 2 9

0 1 9

1 1 8 1 2 4

2 2 5

INTERPRETATION 1. PERCENTAGE WITHIN COMPANY

A.

Eureka Forbes : Among the total 50 Eureka Forbes users

The view of Eureka Forbes users toward taste of water is good, odorless and looks clear was found, Yes 90 % (45), No- 2% (1), Dont know- 8% (4)

B.

Hul : Among the total 14 Pure it (Hul) users

The view of Hul users toward taste of water is good, odorless and looks clear was found, Yes 64.3 % (9), No- 14.3% (2), Dont know- 21.4% (3)

C.

Kent : Among the total 10 kent users

The view of Kent users toward taste of water is good, odorless and looks clear was found, Yes 90 % (9), No- 10% (1), Dont know- 0% (0)

D. Philips Among the total 10 Philis users


The view of Philips users toward taste of water is good, odorless and looks clear was found, Yes 80 % (8), No- 10% (10), Dont know- 10% (10)

57

F. Whirlpool: Among the total 7 Whirlpool users


The view of Whirlpool users toward taste of water is good, odorless and looks clear was found, Yes 51.1 % (4), No- 28.6% (2), Dont know- 14.3% (14.3)

G. Any Other: Among the total 9 any other water Purifier users
The view of any other Water purifier users toward taste of water is good, odorless and looks clear was found, Yes 55.6 % (5), No- 22.2% (2), Dont know- 22.2% (2)

2. A.

PERCENTAGE WITHIN TASTE OF WATER

Yes: Among the total 80 respondents for whom the taste of water is good, odorless and looks clear.

The percentage of Eureka Forbes users, Hul users, kent users, Philips users, whirlpool users was found 56.3% (45), 11.3% (9), 11.3 % (9), 10 % (8), 5 % (4), 6.3 % (5) respectively.

B.

No: Among the total 9 respondents for whom the taste of water is not good, odorless and looks clear

The percentage of Eureka Forbes users, Hul users, kent users, Philips users, whirlpool users was found 11.1% (1), 22.2% (2), 11.1% (1), 11.1 % (1), 22.2% (2), 22.2% (2) respectively.

C.

Dont know : Among the total 11 respondents ,they dont know the taste of water is good, odorless and looks clear .The percentage of Eureka Forbes users, Hul users, kent users, Philips users, whirlpool users was found 36.3% (4), 27.3% (3), 0 % (0), 9.1 % (1), 9.1 % (1), 18.2 % (2) respectively.

58

Cross tabulation between Company and Cost Price of Water Purifier Which company Rs1000-Rs 5000 Eureka Forbes Hul Kent Philips Whirlpool Anyother Total 22 Rs5000Rs10000 14 Total Cost Rs 10000Rs15000 8 Above Rs 15000 6 50

6 3 3 1 2 37

3 3 4 0 3 27

4 1 1 3 3 20

1 3 2 3 1 16

14 10 10 7 9 100

59

Cross tabulation between Company and Cost Price of Water Purifier

50
6

45 40 35 30 25 20 15
22

14

Above Rs 15000 Rs 10000-Rs15000 Rs5000-Rs10000 Rs1000-Rs 5000


1 4

10 5 0

3
6

3 1 3
3

2 1 4
3

3 3 0 1

1 3 3 2

INTERPRETATION

1.

PERCENTAGE WITHIN COMPANY

A. Eureka Forbes: Among the total 50 respondents The view of respondents toward cost of water purifier they are using and wants to use was found, Rs 1000 to Rs 5000-44 % (22), Rs 6000 to Rs 10000-28 %( 14), Rs 11000 to Rs 15000-16% (8), Above Rs 15000-12% (6)

B.

Hul: Among the total 14 Pure it (Hul) users

60

The view of respondents toward cost of water purifier they are using and wants to use was found, Rs 1000 to Rs 5000-42.9 % (6), Rs 6000 to Rs 10000-21.3 %( 3), Rs 11000 to Rs 1500028.6% (4), Above Rs 15000-7.1% (1)

C.

Kent : Among the total 10 kent users

The view of respondents toward cost of water purifier they are using and wants to use was found, Rs 1000 to Rs 5000-30 % (3), Rs 6000 to Rs 10000-30 %( 3), Rs 11000 to Rs 15000-10% (1), Above Rs 15000-30% (3) D: Philips Among the total 10 Philis users The view of respondents toward cost of water purifier they are using and wants to use was found, Rs 1000 to Rs 5000-30 % (3), Rs 6000 to Rs 10000-40 %(4), Rs 11000 to Rs 15000-10% (1), Above Rs 15000-20% (2) E. Whirlpool: Among the total 7 Whirlpool users The view of respondents toward cost of water purifier they are using and wants to use was found, Rs 1000 to Rs 5000-14.3 % (1), Rs 6000 to Rs 10000-0 %(0), Rs 11000 to Rs 15000-42.9% (3), Above Rs 15000-42.9% (3)
F. Any Other : Among the total 9 any Other water Purifier users

The view of respondents toward cost of water purifier they are using and wants to use was found, Rs 1000 to Rs 5000- 22.2% (2), Rs 6000 to Rs 10000-33.3 %( 3), Rs 11000 to Rs 1500033.3% (3), Above Rs 15000-11.1% (1)

61

2.PERCENTAGE WITHIN COST

A.Rs 1000-Rs 5000: Among the total 37 respondents


The percentage of respondents who are using Eureka Forbes, Hul, Kent, Philips, Whirlpool and any other companys water purifier, the cost of Rs 1000-Rs 5000 was found 59.5 %(22),16.2 % (6),81.1 % (3),81.1% (3),2.7 % (1),5.4% (2) respectively.

B. Rs 5000-Rs 10000: Among the total 27 respondents


The percentage of respondents who are using Eureka Forbes, Hul, Kent, Philips, Whirlpool and any other companys water purifier, the cost of Rs 5000-Rs 10000 was found 51.9 %(14),11.1 % (3),11.1 % (3),14.8% (4),0 % (0),11.1% (3) respectively.

C. Rs 10000-Rs 15000: Among the total 20 respondents


The percentage of respondents who are using Eureka Forbes, Hul, Kent, Philips, Whirlpool and any other companys water purifier, the cost of Rs 10000-Rs 15000 was found 40 %(8),20 % (4),5 % (1),5% (1),15 % (3),15% (3) respectively.

D.

Above than Rs 15000: Among the total 16 respondents

The percentage of respondents who are using Eureka Forbes, Hul, Kent, Philips, Whirlpool and any other companys water purifier, the cost of above Rs 15000 was found 37.5 %(6),6.3 % (1),18.8 % (3),12.5% (2),18.8 % (3),6.3% (1) respectively.

62

Cross tabulation between Company and Service after sales Which Company Service after sales Total

Yes Eureka Forbes Hul Kent Philips Whirlpool Any Other Total 30 9 8 7 5 5 64

No 20 5 2 3 2 4 36 50 14 10 10 7 9 100

63

Cross tabulation between Company and Service after sales

50 45 40 35 30 25 20 15 10 5 0 Eureka Forbes Hul Kent Philips Whirlpool Any Other


9 30 5

20

No Yes

2
8

3 2 7 5 4 5

INTERPRETATION 1. PERCENTAGE WITHIN COMPANY

A.

Eureka Forbes : Among the total 50 Eureka Forbes users

The view of Eureka Forbes users toward service after sales was found, Yes 60 % (30), No40% (20)

B.
(5)

Hul: Among the total 14 Hul users

The view of Hul users toward service after sales was found, Yes 64.3% % (9), No- 35.7%

64

C.

Kent : Among the total 10 Kent users

The view of Kent users toward service after sales was found, Yes 80 % (8), No- 20% (2) D.Phillips: Among the total 10 Phillips users The view of Phillips users toward service after sales was found, Yes 70 % (7), No- 30% (3)

D.

Whirlpool : Among the total 7 Whirlpool users

The view of Whirlpool users toward service after sales was found, Yes 71.4% (5), No28.6% (2)

E.

Any other: Among the total 9 Any other users

The view of any other users toward service after sales was found, Yes 55.6% (5), No44.4% (4)

65

2. PERCENTAGE WITHIN SERVICE AFTER SALES


A. Yes: Among the total 64 respondents for whom services provided by company is good.The percentage of Eureka Forbes users, Hul users, kent users, Philips users, whirlpool users was found 53.1% (30), 7.8% (9), 12.5 % (8), 10.9 % (7), 7.8 % (5), 7.8 % (5) respectively.

B. No: Among the total 36 respondents for whom services provided by company is not good.The percentage of Eureka Forbes users, Hul users, kent users, Philips users, whirlpool users was found 44.4% (20), 25.0% (5), 5.6% (2), 8.3 % (3), 5.6% (2), 11.1% (4) respectively.

66

Cross tabulation between Company and Market Activities

Which company Road Show

Total Market Activities Visual Merchandising 18 6 4 2 1 2 33 Others

Eureka Forbes Hul Kent Philips Whirlpool Anyother Total

22 5 5 6 5 6 49

10 3 1 2 1 1 18

50 14 10 10 7 9 100

67

Cross tabulation between Company and Market Activities

50 45 40 35 18 30 10

Others
25 20 15 3 22 10 5 5 0 5 1 6 4 2 2 6 1 1 5 1 2 6

Visual Merchandising Road Show

Eureka Forbes

Hul

Kent

Philips

Whirlpool

Anyother

INTERPRETATION
1. PERCENTAGE WITHIN COMPANY

A.

Eureka Forbes : Among the total 50 respondents

The view of respondents toward market activities was found, Road show-44% (22), Visual Merchandising-36% (18), Others- 20 %( 3)

68

B.

Hul : Among the total 14 Pure it (Hul) users

The view of respondents toward market activities was found, Road show-35,7% (5), Visual Merchandising-42.9% (6), Others- 21.4 %(10)

C.

Kent : Among the total 10 kent users

The view of respondents toward market activities was found, Road show-50% (5), Visual Merchandising-40% (4), Others- 10 %( 1)

D. Philips Among the total 10 Philis users


The view of respondents toward market activities was found, Road show-60% (6), Visual Merchandising-20% (2), Others- 20 %( 2)

E. Whirlpool: Among the total 7 Whirlpool users


The view of respondents toward market activities was found, Road show-71.3% (5), Visual Merchandising-14.3% (1), others- 14.3 %( 1)

F.

Any Other : Among the total 9 any Other water Purifier users

The view of respondents toward market activities was found, Road show-66.7% (6), Visual Merchandising-22.2% (2), others- 11.1 %( 1)
2. PERCENTAGE WITHIN MARKET ACTIVITIES

A.

Road Show: Among the total 49 respondents, who saw the road show of water Purifiers.The percentage of road show of Eureka Forbes , Hul , kent , Philips , whirlpool and any other water purifiers was found 44.9% (22), 10.2% (5), 10.2 % (5), 12.2 % (6), 10.2 % (5), 12.2 % (6) respectively.

B.

Visual Merchandising: Among the total 33 respondents, who saw the visual merchandising of water Purifiers. The percentage of visual merchandising of Eureka Forbes , Hul , kent , Philips , whirlpool and any other water purifiers was found 54.5% (18), 18.2% (6), 12.1 % (4), 6.1 % (2), 3.0 % (1), 6.1 % (2) respectively.

C. Any other: Among the total 18 respondents, who saw the other market activities of water Purifiers.The percentage of any other market activities of Eureka Forbes , Hul , kent , Philips , whirlpool and any other water purifiers was found 56.6% (10), 16.7% (3), 5.6 % (1), 11.1 % (2), 5.6 % (1), 5.6 % (1) respectively

69

Cross tabulation between Have a water purifier and Cost Price of Water Purifier Have a water Purifier Rs1000-Rs 5000 Yes No Total 17 20 37 Rs5000Rs10000 12 15 27 Cost Rs 10000Rs15000 8 12 20 Above Rs 15000 11 5 16 48 52 100 Total

70

Cross tabulation between Have a water purifier and Cost Price of Water Purifier

60

50

40

Above Rs 15000 Rs 10000-Rs15000


30

Rs5000-Rs10000 Rs1000-Rs 5000

20

10

Yes

No

71

INTERPRETATION
1.PERCENTAGE WITHIN WATER PURIFIER A.Yes: Among the total 48 respondents have water purifier

The percentage of respondents are using cost of water purifier Rs 1000-Rs 5000 was found 35.4 % (17) The percentage of respondents are using cost of water purifier Rs 5000-Rs 10000 was found 25 % (12) The percentage of respondents are using cost of water purifier Rs 10000-Rs 15000 was found 16.7 % (8) The percentage of respondents are using cost of water purifier above Rs 15000 was found 22.9 % (11)
B.No: Among the total 52 respondents dont have water purifier

The percentage of respondents who wants to buy water purifier from Rs 1000-Rs 5000 (if they will use water purifier in future) was found 38.5% (20) The percentage of respondents who wants to buy water purifier from Rs 5000-Rs 10000 (if they will use water purifier in future) was found 28.8 % (15) The percentage of respondents who wants to buy water purifier from Rs 10000-Rs 15000 (if they will use water purifier in future) was found 23.1% (12) The percentage of respondents who wants to buy water purifier from more than Rs 15000 (if they will use water purifier in future) was found 9.6 % (5)
2.PERCENTAGE WITHIN COST OF WATER PURIFIER A. Among the total 37 respondents, view about cost of Rs 1000- Rs 5000 water purifier

72

Yes: The percentage of respondents who are using water Purifier, cost of Rs 1000-Rs 5000 was found 45.9 %( 17) No: The percentage of respondents who are not using water Purifier, cost of Rs 1000-Rs 5000 was found 54.1% (20) B. Among the total 27 respondents, view about cost of Rs 5000- Rs 10000 water purifier Yes: The percentage of respondents who are using water Purifier, cost of Rs 5000-Rs 10000 was found 44.4 %( 12) No: The percentage of respondents who are not using the water Purifier, cost of Rs 5000-Rs 10000 was found 55.6 % (15) C . Among the total 20 respondents, view about cost of Rs 10000- Rs 15000 water purifier Yes: The percentage of respondents who are using water Purifier, cost of Rs 10000-Rs 15000 was found 40 % (8) No: The percentage of respondents who are not using water Purifier, cost of Rs 10000-Rs 15000 was found 60 % (12) D. Among the total 20 respondents, view about cost of more than Rs 15000 water purifier Yes: The percentage of respondents who are using water Purifier, cost of more than Rs 15000 was found 68.8 % (11) No: The percentage of respondents who are not using the water Purifier, cost of more than Rs 15000 water Purifier was found 31.2 % (5)

73

Cross tabulation between Company and Cost Price of Water Purifier Which company Rs1000-Rs 5000 Eureka Forbes Hul Kent Philips Whirlpool Anyother Total 22 Rs5000Rs10000 14 Total Cost Rs 10000Rs15000 8 Above Rs 15000 6 50

6 3 3 1 2 37

3 3 4 0 3 27

4 1 1 3 3 20

1 3 2 3 1 16

14 10 10 7 9 100

74

Cross tabulation between Company and Cost Price of Water Purifier

50
6

45 40 35 30 25 20 15
22

14

Above Rs 15000 Rs 10000-Rs15000 Rs5000-Rs10000

Rs1000-Rs 5000
1 4 3 3 1 3
3

10 5 0

2 1 4
3

3 3 0 1

1 3 3 2

75

INTERPRETATION

2.

PERCENTAGE WITHIN COMPANY

A. Eureka Forbes: Among the total 50 respondents The view of respondents toward cost of water purifier they are using and wants to use was found, Rs 1000 to Rs 5000-44 % (22), Rs 6000 to Rs 10000-28 %( 14), Rs 11000 to Rs 15000-16% (8), Above Rs 15000-12% (6)

E.

Hul: Among the total 14 Pure it (Hul) users

The view of respondents toward cost of water purifier they are using and wants to use was found, Rs 1000 to Rs 5000-42.9 % (6), Rs 6000 to Rs 10000-21.3 %( 3), Rs 11000 to Rs 1500028.6% (4), Above Rs 15000-7.1% (1)

F.

Kent : Among the total 10 kent users

The view of respondents toward cost of water purifier they are using and wants to use was found, Rs 1000 to Rs 5000-30 % (3), Rs 6000 to Rs 10000-30 %( 3), Rs 11000 to Rs 15000-10% (1), Above Rs 15000-30% (3) D: Philips Among the total 10 Philis users The view of respondents toward cost of water purifier they are using and wants to use was found, Rs 1000 to Rs 5000-30 % (3), Rs 6000 to Rs 10000-40 %(4), Rs 11000 to Rs 15000-10% (1), Above Rs 15000-20% (2)

76

E. Whirlpool: Among the total 7 Whirlpool users The view of respondents toward cost of water purifier they are using and wants to use was found, Rs 1000 to Rs 5000-14.3 % (1), Rs 6000 to Rs 10000-0 %(0), Rs 11000 to Rs 15000-42.9% (3), Above Rs 15000-42.9% (3)
G. Any Other : Among the total 9 any Other water Purifier users

The view of respondents toward cost of water purifier they are using and wants to use was found, Rs 1000 to Rs 5000- 22.2% (2), Rs 6000 to Rs 10000-33.3 %( 3), Rs 11000 to Rs 1500033.3% (3), Above Rs 15000-11.1% (1)

2.PERCENTAGE WITHIN COST

A.Rs 1000-Rs 5000:


Among the total 37 respondents The percentage of respondents who are using Eureka Forbes, Hul, Kent, Philips, Whirlpool and any other companys water purifier, the cost of Rs 1000-Rs 5000 was found 59.5 %(22),16.2 % (6),81.1 % (3),81.1% (3),2.7 % (1),5.4% (2) respectively.

B. Rs 5000-Rs 10000:
Among the total 27 respondents The percentage of respondents who are using Eureka Forbes, Hul, Kent, Philips, Whirlpool and any other companys water purifier, the cost of Rs 5000-Rs 10000 was found 51.9 %(14),11.1 % (3),11.1 % (3),14.8% (4),0 % (0),11.1% (3) respectively.

77

C. Rs 10000-Rs 15000:
Among the total 20 respondents The percentage of respondents who are using Eureka Forbes, Hul, Kent, Philips, Whirlpool and any other companys water purifier, the cost of Rs 10000-Rs 15000 was found 40 %(8),20 % (4),5 % (1),5% (1),15 % (3),15% (3) respectively. DAbove than Rs 15000: Among the total 16 respondents The percentage of respondents who are using Eureka Forbes, Hul, Kent, Philips, Whirlpool and any other companys water purifier, the cost of above Rs 15000 was found 37.5 %(6),6.3 % (1),18.8 % (3),12.5% (2),18.8 % (3),6.3% (1) respectively.

Cross tabulation between Which Company and Prefer to buy the product Which company Prefer to buy the product Total

Retail Outlet

Franchisee Dealer 10 2 4 5 4 5 30

Demo at your doorstep 25 8 2 2 1 2 40 50 14 10 9 7 9 100

Eureka Forbes Hul Kent Philips Whirlpool Any other Total

15 4 4 3 2 2 30

78

Cross tabulation between Which Company and Prefer to buy the product

50 45 40 35 30

Demo at your doorstep


25 20 15 10 5 0

Franchisee Dealer Retail Outlet

Eureka Forbes

Hul

Kent

Philips

Whirlpool Any other

INTERPRETATION 1. PERCENTAGE WITHIN COMPANY A. Eureka Forbes: Among the total 50 respondents The percentage of respondents toward prefer to buy the water purifier from retail outlet was found 26 %( 13).The percentage of respondents toward prefer to buy the water purifier from Franchisee Dealer was found 48 %( 24).The percentage of respondents toward prefer to buy the water purifier from Demo at your door step was found 14 %( 7)

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B.Hul: Among the total 14 Pure it (Hul) users The percentage of respondents toward prefer to buy the water purifier from retail outlet was found 35.7 %( 5).The percentage of respondents toward prefer to buy the water purifier from Franchisee Dealer was found 50 %( 7).The percentage of respondents toward prefer to buy the water purifier from Demo at your door step was found 7.1 %( 1) C.Kent : Among the total 10 kent users The percentage of respondents toward prefer to buy the water purifier from retail outlet was found 20 %( 2).The percentage of respondents toward prefer to buy the water purifier from Franchisee Dealer was found 40 %( 4).The percentage of respondents toward prefer to buy the water purifier from Demo at your door step was found 20 %( 2) D: Philips Among the total 10 Philis users The percentage of respondents toward prefer to buy the water purifier from retail outlet was found 30 %( 3).The percentage of respondents toward prefer to buy the water purifier from Franchisee Dealer was found 50 %( 5).The percentage of respondents toward prefer to buy the water purifier from Demo at your door step was found 10 %( 1) E. Whirlpool: Among the total 7 Whirlpool users The percentage of respondents toward prefer to buy the water purifier from retail outlet was found 0 %( 0) The percentage of respondents toward prefer to buy the water purifier from Franchisee Dealer was found 57.1 %( 4).The percentage of respondents toward prefer to buy the water purifier from Demo at your door step was found 42.9 %( 3)

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F.Any Other : Among the total 9 any Other water Purifier users The percentage of respondents toward prefer to buy the water purifier from retail outlet was found 22.2 % (2).The percentage of respondents toward prefer to buy the water purifier from Franchisee Dealer was found 55.6 % (5).The percentage of respondents toward prefer to buy the water purifier from Demo at your door step was found 22.2 % (2)

2. PERCENTAGE WITHIN PREFER TO BUY THE PRODUCT


A.Retail Outlet: Among the total 30 respondents The percentage of people who prefer to buy the Eureka Forbes water Purifier from Retail Outlet was found 52% (13).The percentage of people who prefer to buy the Hul water Purifier from Retail Outlet was found 20 %( 5).The percentage of people who prefer to buy the Kent water Purifier from Retail Outlet was found 8% (2).The percentage of people who prefer to buy the Philips water Purifier from Retail Outlet was found 12% (3).The percentage of people who prefer to buy the whirlpool water Purifier from Retail Outlet was found 0 %( 0).The percentage of people who prefer to buy the any other water Purifier from Retail Outlet was found 8% (2) B.Franchisee Dealer: Among the total 30 respondents The percentage of people who prefer to buy the Eureka Forbes water Purifier from Franchisee Dealer was found 49%(24).The percentage of people who prefer to buy the Hul water Purifier from Franchisee Dealer was found 14.3% (7).The percentage of people who prefer to buy the Kent water Purifier from Franchisee Dealer was found 8.2 % (4) .The percentage of people who prefer to buy the Philips water Purifier from Franchisee Dealer was found 10.2 %( 5).The percentage of people who prefer to buy the whirlpool water Purifier from Franchisee Dealer was found 8.2 % (4).The percentage of people who prefer to buy the any other water Purifier from Franchisee Dealer was found 10.2% (5)

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C.Demo at your door step: Among the total 40 respondents The percentage of people who prefer to buy the Eureka Forbes water Purifier from Demo at your door step was found 43.8% (7).The percentage of people who prefer to buy the Hul water Purifier from Demo at your door step was found 6.3 % (1).The percentage of people who prefer to buy the Kent water Purifier from Demo at your door step was found 12.5% (2) .The percentage of people who prefer to buy the Philips water Purifier from Demo at your door step was found 6.3 %( 1).The percentage of people who prefer to buy the whirlpool water Purifier from Demo at your door step was found 18.8 % (3).The percentage of people who prefer to buy the any other water Purifier from Demo at your door step was found 12.5% (2)

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CONCLUSION

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I had conducted the market survey in the town of Kolkata. I had chosen the product as Pure It because people are very cautious about their health these days and are very particular about their drinking water. In such a scenario most of the people are using water purifier.

I was very lucky to join this company and learnt so many things, like punctuality, hard work, selling strategy of company etc. I had met different kinds of people, coming from different religion. Thus I came to know about the different views of these people and their awareness regarding the safety benefits of drinking safe and pure water.

After the survey I came to a solution that the people of Kolkata are very much aware of Pure It water purifier and maximum of them are satisfied with the product. The majority of people I came across are mostly the users of Eureka Forbes. Clearly showing that they are dominating the market. But Pure-it is fast catching up with its unique low priced water purification systems. These low priced technology seems to catch up fast with the consumer but most of them are reluctant to take risk by leaving Eureka Forbes.

The survey has showed that Eureka Forbes is the market leader closely followed by Pure-it. Customers have shown a high degree of brand loyalty to Eureka Forbes. However it is seen that the awareness regarding the product is good. Most of the customers are happy but they have shown a concern regarding the after sale services specially when replacing the germ kill kit. Due to this customers are reluctant to buy Pure-it and stick to Eureka Forbes which according to them provides satisfactory after sales services. Another problem faced is the lack of visual display of models in retail outlets and lack of brochures. Due to this prospective customers had difficulty in understanding the product and lack of brochures added to this problem as customers dont tend to remember about the product once they leave the retail outlet.

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RECOMMENDATIONS

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From the survey conducted by me regarding the product Pure-It certain recommendation are as follows: Price structure should be revised. Customer service is something where more attention must be paid. All models should be made available on display in retail outlets and brochures should also be provided.

Sales person at the retail outlet must have proper knowledge about the product. Technological and other aspects should be reconsidered and re-christened After-sales services must be quick and efficient. While doing DTH,sales representative should be more precise about the product. New policies and strategies should be adopted to overcome the competition.

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Limitations Of Study
This survey report is also not free from limitations as usual. However the absence of such limitation would have improved the quality of report as given :-

> Limited time period restricted to go in for more details the period was very short to survey such a large area. > Many respondents were not interested to give the required time for the questionnaire. > Respondents sometimes act artificially when know their information is noted down. > There was only some certain hours in a day in the idle hours in which the respondents was ready to talk. > This project was done on the basis of questionnaire through survey, so it may possible here that some of them might have not provided the correct information.

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ANNEXURE

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QUESTIONNAIRE FOR PROSPECTIVE CUSTOMER


Name :.. Address:----------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------Phone No.: - ---------------------------

1. How do you treat your water drinking water? o Do nothing o Boiled water o Use electrical water purifier o Use non electrical water purifier

2. . Do you know that 80% of the diseases in our country are water bound? o Yes o No o Not aware

Q3. While buying any water purifier what comes to your mind first?
o Price o Health & Safety
o

Both

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Q4. Comment on the price of your water purifier?


o o o

Affordable High Should be Revised

Q5.Do you know that boiled water is not necessarily safe water?
o Yes o No

Q6 : What company water purifier you are currently using?


o o Eureka Forbes Hul Pure-it

o o o o

Kent Philips Whirlpool Any Others

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Q7. Criteria considered for Purchase?


o Brand name o Technology o Price

Q8. Is the quality of water provided by Pure-it tastes good, looks clear and odorless?
o o o Yes No Dont Know

Q9. What is the price of the water purifier that you are currently using or are planning to use?
o o Rs.1000 5000 Rs 6000 10,000

o o

Rs 11,000 15,000 More than 15,000

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Q10.

Where do you prefer to buy a water purifier from?


o Retail Outlets o Franchisee dealers

o Direct Marketing

Q11. Frequency and Percentage of respondents about what comes your mind first i.e. Price or Health & Safety or Both
o o o Price Health & Safety Both

Q12. Where you did heard about the product?


o TV commercial o Newspaper print ads o In shop branding o Friends references

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The Waterpurifier business :(http://spoonfeedin.blogspot.in/2008/06/waterpurifier-business.html)

Water purifier cos tapping the bottom of the pyramid ( June '25,2008, Economic Times) Early this month, Eureka Forbes, the market leader for water purifiers in the country put popular television actress Smriti Irani (Tulsi of Kyunki Saas Bhi fame) behind its product range - Aquasure. Whether Irani helps counter the buzz that Hindi film actress Hema Malini and her daughters bring to Kents water purifier sales is still to be seen.Aquasure talks to the bottom of the pyramid with a purifier costing Rs 1,800. In comparison, Kent is relatively high-brow at Rs 7,000 for an ultraviolet (UV) purifier and Rs 14,000 for a reverse osmosis (RO) variant . At sub-Rs 2,000 price point, Aquasure is not the only one tapping the market. Pureit, consumer goods major Hindustan Unilevers maiden entry into the consumer durables category, is also talking to consumers from a similar price point. After being around for less than four years, both brands of chemical-based water purifiers have managed to create a market that now accounts for 20 per cent of all water purifier sales. Not just that, Aquasure and Pureit are now estimated to be growing at 100% annually , while the rest of the Rs 700-crore water purification category is pacing ahead at 19%-20 %. What are the key drivers? According to S K Palekar, senior VP marketing, Eureka Forbes the category is largely under-penetrated , even in urban India. Only 6%7 % of the urban population use electrical water purifiers, while another 12% boil drinking water, he says. That leaves a whopping 81 per cent of the urban population who drink water directly from the tap, or purify it using candle water filters, muslin cloth and other unsafe methods . This is where both HUL and Eureka Forbes have spotted an opportunity. Existing segments like ultra violet (UV) purifiers or reverse osmosis (RO) systems, are either not relevant or simply not affordable to a large percentage of urban users. While UV purifiers sell upwards of Rs 4,000, RO-based systems are the costliest with prices going upto Rs 25,000. Vivek Sharma, chief marketing officer, Philips India, estimates that about two-thirds of the Indian market uses UV products and the rest is divided between RO and chemical-based purification systems. Sarosh Shetty, marketing manager - water business, HUL, points out that the opportunity was waiting to be exploited . Eighty percent of all diseases in India is water related and affects households across income-groups . Our aim is to help provide safe water anytime, anywhere and make it as affordable as possible, he says.The other reasons why many urban households did not use the existing purifiers ,
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according to Palekar is the requirement of running water at a certain pressure or uninterrupted electricity to perform the purification process. In some areas, including urban centres, access to either of the two was a problem. Water shortage is partly one reason why even tap attachments like Zero B have not taken off, despite a promising start several years back. But company executives are confident about the prospects of Zero B Suraksha that prides itself as the smallest water purifier in the market. The Zero B Vision is `One Zero B for every Home which is to provide a range of pure water solutions across income segments, says RS Rajan, senior VP - consumer products , Ion Exchange. But merely developing a product for this segment was not enough. Companies had to ensure that consumers saw a compelling reason to buy the product. Because the triggers to buy a product at the bottom of the pyramid are much different than what it would be for an upmarket urban customer. Sharma of Philips explains: Although in the urban areas there is awareness, there is no trigger from awareness to actions. Because of the strong belief in traditional methods people still dont want to invest in a purifier. Then, upmarket customers need choice to compare and pick the product best suited to their needs. For example, areas which have hard-water will have consumers investing in a RO purifier that can purify and remove any bad taste from the water, rather than UV-based purifiers. That would explain the variety of choice that companies offer. Philips launched its water purifiers in May 2007 and has four models which use UV technology , Kent RO Systems similarly has products based on both UV and RO technologies. The other motivator for the middle-andupper-end customers are aggressive marketing campaigns. As Gupta of Kent puts it, We wanted our TVCs to be clutter-breaking and the best way to do that was by having a celebrity as that improves customer confidence in the product. Eureka Forbes on the other hand believes in the power of direct marketing for its upscale product range Aquaguard. Palekar of Eureka Forbes explains the rationale: In India people believe only in what they see. They believe what you cant see, cannot be harmful. Therefore it is important to do concept selling in this category , which can only be done house-tohouse . If people dont understand the concept , nobody will buy the product even if there is a lot of advertising. Eureka Forbes has a sales force of 6,000 which is responsible for selling Aquaguard.In comparison, Aquasure is sold through retail channels. Sharma of Philips endorses the view. Direct marketing is effective as the category has a low penetration . However, now the awareness about water purifiers has gone up considerably and today customers dont need to be convinced as much as they had to be earlier, he says. Modern retailing and after-sales service are also critical components for the success of the UV and RO range of purifiers. For example, most distributors of water purifiers like multibrand outlets also double up as service centres. The arrival of consumer durable chains like Croma, Next and others have helped waterpurifiers which also share shelf-space with TVs, refrigerators, washing machines , etc. Kent RO for example has even tried
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unconventional retailing options like tying-up with IOC petrol pumps and LPG outlets which stock the brands. HULs Pureit is not available in stores, but have set up Safe Water Zones across the country which are offices where customers can walk-in and make enquires about the product. After-sales service contributes to 60% of Eureka Forbess annual revenues. Says Palekar, In a category like water purifiers, service and sales go hand-in-hand . Service is very important for success in this category. Eureka Forbes has a service network across 500 top towns in the country, while Ion Exchange has 1,200 service engineers providing 24x7 service. Brands like Philips and HUL are trying to empower the consumer to service the system themselves. Although both brands have a helpline where consumers can reach them, their systems are customer friendly and customers can service their products themselves. In the case lower priced brands like Aquasure, the product design resembles a drum filter, and the purification cartridge is designed like a candle . HULs Pureit has a GermKill Battery Kit, which has an indicator that goes red once 1,500 liters of water has been purified, hinting the customer that a change of battery kit is due. While metros are important for the category , the growth is being fuelled by Class 1 and Class 2 towns. Below-the-line (BTL) activities are important for every brand including Ion Exchanges customer-meets , consumer fairs and interactive programmes with school children and free water tests for consumers through the direct sales, retailers and watermarts. We follow the inside out strategy by rewarding our customers for their loyalty. Over 50% of our sales comes through customer referrals, says Rajan of Ion Exchange. The rules are changing and the players growing, but will price-points change equations in this category is what remains to be seen. Pureits roll-out just before the monsoon season is an indication of how monsoons are critical season for water-purifiers . About 60% of both our sales and services come between the July - September months, says Palekar. Rains increase the threat of water-borne diseases and hence the importance of safe drinking water in consumer minds also rises. And though activities are done throughout the year, rainy season cannot be ignored. Whether HULs vision of making safe drinking water available to every Indian home is fulfilled or not, this rainy season sales will be critical for Pureits future.

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Village Financial Services and HUL tie up to sell Water Purifiers


(http://indiamicrofinance.com/village-financial-nbfc-water-purifiers.html) Village Financial Services Pvt Ltd a microfinance company that has operations in the eastern region of India has signed a Memorandum of Understanding (MoU) with Hindustan Unilever Ltd to promote the use of safe drinking water among the poor, according to a press release issued by Village Financial Services. The collaboration between Village Financial Services(VFS) and Hindustan Unilever will enable poor households to purchase HULs Pureit water purifiers through the VFS network. The targeted 2.5 lakh beneficiaries could take loan at zero rate of interest to buy the purifier and the loan would be repayable weekly over a period of eight months, the release added.

About VFSPL Village Financial Services Private Limited(V.F.S.P.L) started its microfinance operations in the financial year 2005-2006 and was one of the 1st Micro Finance Companies in the eastern region of India with a Non Banking Financial Company (N.B.F.C) license. Currently Village Financial Services Private Limited has more than 2,00,000 active borrowers who are serviced through its 63 Branches. It has loans outstanding of more than Rs. 115 crore.

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LATEST INNOVATION IN WATER PURIFICATION AROUND THE WORLD


(http://www.examiner.com/article/lifestraw-water-filter)

Technology can serve humanity in so many ways; it's good to see it in the perspective hands of loving, helpful ideologies. Here's an example of something I found interesting enough to address in this forum of interests. More than a billion people dont have reliable access to clean drinking water. Boiling kills most germs in water, but requires fuel and doesnt remove dirt. In recent years, sand and ceramic filters have become more common, but these tend to be more expensive and usually dont catch all the microbes. So many of the poor (worldwide) simply drink dirty water. As a result, about 1.5 million children die of diarrhea each year. A new generation of cheap and effective water purifiers including Pureit (made by Unilever) and Swach (made by an Indian company, Tata, with a novel rice-husk ash filter) can remove nearly all water-borne pathogens without electricity. But LifeStraw, produced by the Swiss company Vestergaard Frandsen, was designed for the poorest of the poor. The personal version works like a chunky drinking straw and can filter about 1,000 liters, enough to keep a person hydrated for a year. The family version (which looks something like an IV drip that ends in a water cannon) can purify 18,000 liters, serving a typical family for about three years. Until now these filters have mainly been given away through aid groups after such disasters like the Haitian earthquake and in chronically poor countries like Mozambique and Myanmar. Nearly a million of the family-size LifeStraw have been donated in Kenya alone this year. In exchange, the company is reportedly receiving carbon credits for reduced emissions from wood-burning fires often used to boil water.

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Forbes India: War for pure water


(http://ibnlive.in.com/news/forbes-india-war-for-pure-water/106847-7.html)

It is probably the most controversial raincoat in India right now. An advertisement by Hindustan Unilever used a salesman in a yellow raincoat to throw a challenge that if consumers found a water purifier that could work without running water or power, get switched off if it is not in use and provide "germkill", the company would give them Rs 1 crore. Its competitor, Eureka Forbes, hit back with an ad showing a blurry water purifier, presumably HUL's Pureit, and a man in a yellow raincoat offering water to a woman. The woman spits out the water on his raincoat saying it tastes like chlorine. The two are now in court fighting as much over the use of the yellow raincoat as about the quality of water from their purifiers. Hindustan Unilever says the Eureka Forbes ad mocks Pureit, and Eureka Forbes says the assertions in the ad are true. The two have now sent water samples from both purifiers to an American laboratory to test if the claims are true. There is a lot at stake for both companies. Eureka Forbes was the undisputed leader in this segment until HUL stormed its bastion. Eureka sold expensive water purifiers (Rs 7,000 or more for each and above) that were out of the reach of most Indian homes. HUL exploited this gap with the low-cost Pureit (Rs 2,000). But, there is also another reason why HUL is bent on winning this war. Reports suggest HUL's Anglo Dutch parent is waiting for HUL to perfect Pureit's business model to take it other developing markets. Even though the company says it is currently focussed on the Indian market. Just around 8 per cent of Indians use water purifiers, according to industry estimates. Others boil, use candle filters or do nothing. "It is this segment that products like these cater to," says Editor of trade magazine Everything About Water and consultant to water companies, H Subramaniam. "It is not currently a very large or profitable market but it is the fastest growing market and potentially the largest." Competition has heated up in the low cost water purifier market, which is growing at 60 per cent compared to the 15 per cent growth rates for expensive water purifiers, suggest industry estimates. The spat between HUL and Eureka Forbes has been brewing since HUL, India's largest consumer products company, introduced Pureit in 2004. Eureka Forbes, known for first 98

bringing water purifiers to Indian homes, hit back with a similarly priced, no-power and norunning-water device called AquaSure. Now, HUL sells more water purifiers but Eureka Forbes makes more money. Hindustan Unilever says it broadened the market for water purifiers by creating Pureit. General Manager for HUL's water business, Vikram Surendran, says the criteria HUL talks about in the ad were set pretty early on in the product development phase. "We set ourselves a pretty tough task. But that in a sense helped us create a product that has helped create a market." While it has meant that HUL has already sold three million units of Pureit, it has not been easy for a company built on selling small consumable products, including soap and toothpaste, to sell the somewhat bulkier water purifiers. The company uses its existing franchisees but asks them to set up extra space for its dedicated sales teams and to keep products - known as Safe Water Zones. HUL perfected this formula in South India before going national last year. And yet, the quick ramp-up meant after-sales service found it hard to keep up. Surendran says that has now been solved with dedicated call centres, separate after-sales teams etc. But as HUL looks to enter rural markets, ensuring good after-sales service will be hard. HUL tried several pilot projects to reach out to villages. It worked with Micro Finance Institutions (MFIs) to sell and extend credit through them. But a study by social consulting company, Monitor, found that MFI agents, used to selling loans, found it hard to transport and sell water purifiers. They also bore the brunt of lapses in after-sales servicing. HUL may now use MFIs only to extend credit and use its own sales team for the rest. Eureka Forbes perfected the model of salesmen visiting homes and explaining the benefits of moving to Aquaguard in the Eighties. But this also restricted it to a metro-centric product. "None of us has reached the bottom of the pyramid yet," says CEO of direct sales at Eureka Forbes, Marzin Shroff. The company is trying several things to get there. It recently launched a service that allows families to rent an Aquaguard for Rs 450 a month. It also set up water filtration plants in 100 villages where families can buy clean water for 10-15 paise a litre. Shroff says it now plans to scale this up across the country. Having initially been pipped to the low-cost water purifier, Shroff says Eureka Forbes has new technologies in the works. Of course, he can't talk about them. "We were a small company then," he says, talking about 2004 when Pureit was created. "But we always had dreams. This issue was not on anyone's radar till around three years ago." What is on everyone's radar right now is the court case and the accusations. For instance, Eureka Forbes says Pureit uses chlorine to clean water when it should be used only to clean swimming pools or in emergencies. But Surendran, says chlorine is one of the most popularly used cleaning agents for municipalities. Adapting this for home use is "I think a credit to our technology more than anything else." Eureka Forbes has said in court that Pureit uses a chemical called TCCA to release chlorine in to the water. But TCCA also releases cyanuric acid, in this process, which could be harmful for consumption if it mingles with melamine, commonly used to make tea cups or

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plates. HUL has said that no acid gets released in to the water because a carbon block leaches it out after the water is treated by chlorine. Shroff asks for a block of carbon in his office conference room and tosses it up in the air. The block breaks into two on landing and Shroff suggests this is probably how effective it is when it reaches consumers after long journeys across India. Either way, experts say chlorine is the most widely used microbial purification chemical in the world. Shroff also says that while Eureka Forbes has other devices to treat water for arsenic, fluoride and other such substances, Pureit does not. Surendran says HUL may develop such products later. "It is also generally rare to find a single "magic bullet" that would remove all types of contaminants, and do so cheaply," says Director of the United Nations University's International Network on Water, Environment and Health, Dr Zafar Adeel. Both companies are waiting for the US lab to come back with results. But Subramaniam says, "It would be hard for a court of law to judge in the absence of any standards. The problem is that in India there are no standards for water purifiers except those set by the Bureau of Indian Standards for UV purifiers." The court case is just one of many hurdles the companies want to get over to crack India's mass market. Shroff says his company has several potentially winning technologies under development. Surendran says he has just extended his Rs 1 crore challenge for Pureit, which he says is still unclaimed.

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BIBLIOGRAPHY :www.HUL.com www.customercomplaint.in www.golakindia.com www.icmrindia.org www.compareindia.com www.pureit.in

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