British Berkefeld

Key findings from the research

March 27, 2006
 Scope of the presentation
• Pre-research hypothesis.
• Key findings from the research.
• Reaction to product.
 Pre-research hypothesis
• Housewives understand that water supplied by
municipal corporation or collected from other
sources are not suitable for drinking.
• Pure/safe drinking water is essential for health.
• Boiled water is considered as the gold standard
for pure/safe water suitable for drinking.
• Aquaguard is the considered as the benchmark
in water purification system.
 Pre-research hypothesis
• E-boiling, a very strong platform for
Aquaguard since it was trying to emulate the
quality of boiled water.
– Also credible as it uses electricity.
• Electricity enhances the performance
perception of Aquaguard.
– Since electricity can kill.
• UV technology, a strong and mordern platform,
difficult to fight
 Key findings of the research
Association of health
• Good diet
• Safe/pure drinking water
• Household hygiene
• No infection
• Stress & hassle-free life
 Key findings of the research
Association of a healthy family
• Educated
• Hygienic
• Happy
 Key findings of the research
Pure water vs. Safe water vs. Drinking water
• There was no difference witnessed between
these.
• Pure water is safe and vice-versa. Similarly,
pure or safe water is suitable for drinking.
 Key findings of the research
Association of Pure or Safe water
• Crystal clear
• Odourless
• Tasty – good to drink
• Quenches thirst
 Key findings of the research
Different methods used for making water
suitable for drinking.
• Straining – Boiling – Straining
• Traditional gravitational filters
• Zero’B
• Aquguard
• Pureit
 Key findings of the research
Boiling vs. Candle filters vs. Zero’B vs. Pureit
vs. Aquaguard
• There was no significant difference in quality
of water obtained from these various methods
of purification.
• Though there was a marginal difference
– Best – Boiling, Aquaguard & Pureit
– Next best – Candle filter & Zero’B
 Key findings of the research
Boiling
Pros
• A very reliable method for preparation of
drinking water.
• Assured way to kill the germs/bacteria present
in the water.
 Key findings of the research
Boiling
Cons
• Age old method
• Time consuming, tedious & Inconvenient
• Not instant
• Limited shelve life
• High fuel consumption, therefore expensive
 Key findings of the research
Candle filters
Pros
• There is more than one stage therefore water is
scientifically filtered.
• It stores water therefore there is no need to
purify water frequently.
• Very affordable.
 Key findings of the research
Candle filters
Cons
• Takes a lot of time to collect purified water.
• The container if not cleaned properly can
become breeding ground for bacteria.
• The candles require frequent cleaning and they
are too brittle to handle.
• The candles requires frequent replacement.
 Key findings of the research
Zero’B
Pros
• Extremely affordable.
• Potable.
• Convenience.
 Key findings of the research
Zero’B
Cons
• Filters only the suspended particle in the
water.
• Iodine treatment spoils the taste of water
initially.
• With time the efficacy cannot be relied upon.
 Key findings of the research
Aquaguard
Pros
• Convenience came across as a very strong
benefit.
• Very credible method for purifying water.
• Very effective method killing germs &
bacteria.
• Perceived as value-for-money by current users.
 Key findings of the research
Aquaguard
Cons
• High running cost.
– Electricity consumption.
– Annual maintenance cost.
• Requires continuous supply of water &
electricity.
• Provisions need to made for it to be fitted.
• Not instant flow of water.
 Key findings of the research
Reasons for buying Aquaguard
• Convenience
– Lack of time for any age-old process.
– Quick and instant.
• Change of lifestyle
– Need to upgrade to a modern purification system.
– Need to have better status association.
• Increase of disposable income – affordability.
 Key findings of the research
Brand loyalty
• There seems there is no brand loyalty in the
category, even with Aquaguard users.
– This probably can be attributed to the reasons for
buying a high end water purifier.
This is a probable gap that can be exploited.
 Reaction to product
Response
• The most appreciated aspects of the product
concept were
– Bio Silver Cartridge.
– 0.5 microns’ porosity.
– Cartridge life of 2 yrs.
– Instant & water flow of 2 ltrs per minute.
– Easy maintenance & lower running cost.
– Looks and compactness
– No electricity (both positive as well as a negative)
 Reaction to product
Response
• Created a perception of a product worth
buying.
• Perceived it to be in the league of
‘AquaGuard’ both worth wise & value wise.
• Aroused immense product curiosity.
• The appeal was mostly to the upper end of the
strata.
 Reaction to product
Response
• The smaller desk top model was widely
accepted as the best of the lot.
• The bigger wall hanging model was rated the
second best followed by the small wall
hanging.
 Reaction to product
Response
• There were some concerns also.
– The cartridge in the product was instantly
compared to the candle in a traditional
gravitational filter.
– Apprehension in the efficiency of the purifier as it
does not use either electricity or battery to kill
germs and bacteria.
– Availability of spare parts as the brand was
international.
– Sturdiness since the product looked delicate.
Thank you