54993245 summer trainning project (1)

8/3/2019 54993245 Summer Trainning Project (1)

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SUMMER Training PROJECT REPORT

ON

Consumer Behavior on safe drinking water

Submitted for the partial fulfillment of the requirement for the award

Of

POST GRADUATE DIPLOMA IN MANAGEMENT

ABES INSTITUTE OF MANAGEMENT

ACADEMIC SESSION

(2009

2011)

Submitted To: Submitted By:

Dr. Monika Gupta Manish Jaiswal

Group Dean (Management) 2009PGDM022(ABES IT Group of Institutions) 4th Sem


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ACKNOWLEDGEMENT

As I set on the quest to complete this project, it remains my obligation to praise, extend andglorify the individuals whom I will never forget all through my life.

First I thank the almighty for showering me with this opportunity and guiding me all the way.

I would like to thank Mr. Vikas Kaushik (company guide) for extending me extreme

support for carrying out the research and completing the project. I would also like to thank

company employees for their immense cooperation in acquiring the data.

I am greatly indebted to my beloved guide Dr. Monika Gupta without whom this entire

project would be unthinkable. I thank her for being a great source of motivation and an

invaluable source of knowledge throughout my quest.

And last, but not least my earnest thanks to God and my parents for their co-operation,

without which this report would have neither a beginning, nor an end.

Manish Jaiwal


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TABLE OF CONTENTS

Preface 4

Executive summary 5-6

Introduction of HUL 7-8

Products of the HUL 11-14

HUL company analysis, strategies and social responsibilities. 15-22

Objective of the project 23

Importance of the project 24

Introduction of the water purifier (Pureit) 25-35

Organization structure and marketing strategy of the company 36-40

Competitor profile 41-59

Analysis of the company- SWOT, Industry and comparative

analysis60-65

Research methodology to understand the consumer behavior on

safe drinking water67-89

Conclusion 90

Recommendation 91

Bibliography 92


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PREFACE

It is wonderful opportunity provided by ABES Institute of Management to interact with the

industrial surface during the academic session ofPGDM.

I feel very enthusiastic about the compulsory activity provided by academic plot in the form

of SUMMER TRAINING. This training has provided an opportunity to understand the

consumer behavior on safe drinking water and how consumers purify the water. This training

provided an opportunity to enhance our skill that how salesmen interact with the consumer

and how we should influence consumer by their interpersonal skill.

I am very thankful to my project guide Dr. Monika Gupta who gave me his valuable

suggestion while preparing my project report.

Manish Jaiswal


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EXECUTIVE SUMMARY

The World Health Organization estimates that more than one billion people across the globe

do not access safe and reliable drinking water, whereas in India context more than 40 cores

people do not use safe drinking water. The morbidity and mortality resulting from water-

related infections such as water born diseases are enormous, and exacts a particularly high

burden among young children. Safe water, proper hand washing are key environmental

interventions to reduce the prevalence of diarrhea. A variety of methods exist to treat

drinking water at the point-of-use (POU), including boiling, using filters, chlorination, and

combined methods like filtration and chlorination, or flocculation and chlorination. Even

where households have access to one or several methods, research shows that worldwide,

only a small percentage of them routinely and consistently treat their water.

To address some of the challenges created by lack of access to safe water, in 2007

HUL launched Pureit water purifier to access the safe and reliable drinking water. The

general goal of this project was to increase demand for water treatment and to identify the

potential of HULs Pureit. Pureit is a household-based water treatment product that

combines disinfection with removal of dirt and other pollutants and transforms turbid

contaminated water into clear, potable water.

I have worked on this project to evaluate the consumer behavior regarding safe

drinking water, to create awareness about water born diseases, to introduce Pureit water

purifier to those, who are not aware of Pureit, to provide the motivation as well as information

for its use and to take feedback of Pureit from those who have been using this water purifier.

Specially the product of HUL water purifier will help to creating awareness to towards the

people, who are living in the rural area. HUL Company has strong distribution channel in the

rural area of India and 70 % population of India live in the rural area in which most of the

people have no awareness regarding water dieses, so due to its strong network people will be

aware to water dieses.


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In all contexts I have studied barriers and facilitators to sustained water treatment behaviors,

as well as reactions too and use of Pureit specifically. Findings have clear programmatic

relevance, and add to the emerging literature on water treatment

Behavior and the adoption of new technologies, and particularly provide insights about

feasible directions for Pureit. I appreciate comments, feedback, and questions from readers.


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INTRODUCTION OF HUL

COMPANY


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INTRODUCTION OF HUL

Hindustan Unilever is the Indias Largest Fast Moving Consumer Goods Company with the

vision of to earn the love and respect of India by making a real difference to every Indian.

HUL with a strong portfolio of foods, personal care, home care and in water division product

which touches the lives of 2 out of 3 Indians everyday that help to the people feel good, look

good and get more out of life. Head quarter of the HUL company is in Mumbai and 65000

employees (Direct &indirect) are in the company.IN 2009-10 HUL generated a net sales of

rs.17524crs with net profit of rs.2202crs by their competitive strategy ,which are winning

with brands and innovation, winning in the market place, winning through the continuous

improvement. HUL started journey in 1888 to introduced the Sunlight Soap Bars, embossed

with words Made in England by Lever Brothers with it began an era of fast movingconsumers good in India. Soon after followed Lifebuoy in1985 and other famous brands like

Pears, Lux and Vim. Famous brand Vanaspati was launched in 1918 and the famous Dalda

brand came to the market in 1937.

In 1931 Unilever set up its first Indian subsidiary, Hindustan Vanaspati Manufacturing

Company followed by the lever Brothers India Limited (1933) and United Traders Limited

(1935). These three companies merged to form HUL in November 1956. In 2002, HUL made

its foray into Ayurvedic health & beauty centre category with the Ayush product range and

Ayush Therapy Centres. Hindustan Unilever Network, Direct to home business was launched

in 2003 and this was followed by the launch of Pureit water purifier in 2004.

In 2007 company was renamed late in June 2007 as Hindustan Unilever Limited.

HUL Company believes that the true worth of the organization more comprises by social

responsibility of the company than just its business achievements. The social activities like,

Project Shakati was started in 2001. It is a rural initiative that targets small villages populated

by less than 5000 individuals. It is a unique win-win initiative that catalyses rural affluence

even as it benefits business. Currently, there are over 45,000 Shakti entrepreneurs covering

over 100,000 villages across 15 states and reaching to over 3 million homes. There are other

social activities of the company for water conservation in India to conserve more than the 20

billion liters of water by 2015. Some successful Pilot Project for this areProject Khamgaon

for dry arid barren region in Maharashtra, Project Silvassa for tribal zone with village hamlets


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in Dadra &Nagar Haveli, Project Puducherry for restoration of natural tanks and other water

bodies in Tamil Nadu.

Hindustan Unilever was recently rated among 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.

On 17th October 2008, HUL completed 75 years of corporate existence in India.


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HISTORY OF THE HUL

1888 - Sunlight soap introduced in India.

1895 - Lifebuoy soap launched.

1902- Pears soap introduced in India.

1903Broke brand Label Tea Launched.

1931- It set up first subsidiary Hindustan Vanaspati Manufacturing Company.

1933- Levers Brothers India limited Incorporated.

1956- HVM, LBIL, UTI merge to HUL.

1964- Anik Ghee and Sunsilk launched.

1969- Rin Bar and Bru coffee launched.

1975- Close up toothpaste launched.

1978- Fair &Lovely skin cream launched

1988- Launched of Lipton Taaza Tea.

1991-Surf Ultra detergent launched.

1992- HUL recognized by government of India as star trading house in exports.

1993-Launch of Vim Bar & Kissan acquired from the UB group & TOMCO merged with HLL

1996- HLL and BBLIL merged

1998- Ponds India Ltd. Merged with HLL

1998- HLL acquired Lakme

1998- Company acquired Modern Foods

2000- Government decided to award 74% equity in Modern Food to HUL

2001- Project Shakti was started.

2002- HUL acquired the governments remaining stake in Modern Foods.

2003- HUL acquired the cooked Shrimp and Pasteurized Crabmeat business of the Amalgam Group

of company

2004- Pure-it water purifier was launched.

2007- Company renamed from HLL to Hindustan Unilever Limited.

2008 - 17 Oct 2008, HUL completed 75 years of corporate existence in India

2010- HUL launched Marvella purifier.


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PRODUCTS OF HINDUSTAN UNILEVER

LIMITED

HOME AND

PERSONALCARE

PERSONAL WASH LUX, LIFEBOUY,LIRIL,HAMAM,BREEZE,DOVE PEARS,REXONA

LAUNDRY SURF EXCEL,RIN,WHEEL

SKIN CARE FAIR&LOVELY, PONDS,VASELINE

HAIR CARE SUNSIILK, CLINIC PLUS

ORAL CARE CLOSE-UP,PEPSODENT

DEODRANTS AXE,REXONA

AYURVEDIC AYUSH

COSMETICS LAKME,


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KWALITY WALL'SKISSAN

KNORR

ANNAPURNA

Modern Bread

BROOKE BOND

LIPTON

BROOKE BOND

BRU

COFFEE TEA

ICE-

CREAMFOODS

FOODS


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AUTO FILL MO5 MARVELLA

WATER PURIFIERS


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HUL COMPANY ANALYSIS,

STRATEGIES AND SOCIAL

RESPONSBILITIES


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CATEGORY WISE SALE GROWTH OF FMCG SECTOR OF

HUL IN INDIA:

Particulars Key Brands Market

Size (in Rs

Cr.)

Market

Share

Rank

Fabric

wash

Surf Excel,

Wheel

8988 37.5% 1

Personal

Wash

Dove, Lux,

Lifebuoy

6632 54.3% 1

Dish wash 57.3% 1

Skin Ponds 2792 54.5% 1

Shampoo Sunsilk,

Clinic plus

2168 47.8% 1

Talcum Powder 59.7% 1

Packet Tea Red Label 4452 22.7% 1

Coffee Bru 708 44.0% 1

Jams 67.5% 1

Toothpaste Pepsodent,Closeup 2764 29.5% 2

Ketchups 28.1% 2


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ANALYSIS OF THE COMPANY

BCG ANALYSIS OF HUL:

Soap & Detergent and Tea are Cash Cow for the company. It has high relative market share andlow growth rate. Personal Products and Coffee are stars for the company as it have high relative

market share as well as high market growth rate.

Only food is a segment which is a Question Mark for the company. The company have a low

relative market share where as it is under high market growth rate.


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HUL is taking several steps to capture more market share so that food segment can also be a

part of Star.

FMCG industry analysis:

.

SUPPLIER POWER Supplier concentration Importance of volume to supplier Differentiation of inputs Impact of inputs on cost or differentiation Switching costs of firms in the industry Presence of substitute inputs

Threat of forward integration

Cost relative to total purchases in industry

Low

DEGREE OF

RIVALRY

-Exit barriers-Industry concentration-Fixed costs/Value added-Industry growth-Intermittent overcapacity-Product differences

-Switching costs-Brand identity

-Diversity of rivals-Corporate stakes

OTHER

STAKEHOLDERS

Relative power of unions,

govt

low

High

Low to medium

BARRIERS TO ENTRY Absolute cost advantages

Proprietary learning curve

Access to inputs

Government policy

Economies of scale

Capital requirements

Brand identity Switching costs

Access to distribution

Expected retaliation

Proprietary products

High

THREAT OF

SUBSTITUTE

S-Switching costs-Buyer inclination tosubstitute-Price-performancetrade-off of substitutes

BUYER POWERBargaining leverageBuyer volume

Buyer information

Brand identityPrice sensitivityThreat of backward integrationProduct differentiationBuyer concentration vs. industry

Substitutes availableBu ers' incentives

High


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Rivalry among Competing Firms:

In the FMCG Industry, rivalry among competitors is very fierce. There are scarce customers

because the industry is highly saturated and the competitors try to snatch their share of

market. Market Players use all sorts of tactics and activities from intensive advertisement

campaigns to promotional stuff and price wars etc. Hence the intensity of rivalry is very high.

Potential Entry of New Competitors:

FMCG Industry does not have any measures which can control the entry of new firms. The

resistance is very low and the structure of the industry is so complex that new firms can

easily enter and also offer tough competition due to cost effectiveness. Hence potential entryof new firms is highly viable.

Potential Development of Substitute Products:

There are complex and never ending consumer needs and no firm can satisfy all sorts of

needs alone. There are plenty of substitute goods available in the market that can be re-placed

if consumers are not satisfied with one. The wide range of choices and needs give a sufficient

room for new product development that can replace existing goods. This leads to higher

consumers expectation.

Bargaining Power of Suppliers:

The bargaining power of suppliers of raw materials and intermediate goods is not very high.

There is ample number of substitute suppliers available and the raw materials are also readily

available and most of the raw materials are homogeneous.

There is no monopoly situation in the supplier side because the suppliers are also competing

among themselves.


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Bargaining Power of Consumers:

Bargaining power of consumers is also very high. This is because in FMCG industry the

switching costs of most of the goods is very low and there is no threat of buying one product

over other. Customers are never reluctant to buy or try new things off the shelf.

STRATEGY OF THE COMPANY

Company makes their strategy according to their vision to earn the love and respect of India,

by making a real difference to every Indian.

To maintain a strong distribution channel- Company has one of the best distribution

channels in India. Company has maintained a best distribution channel network in the

rural are to sale the more quantity of the product because 70 % population of the India

lies in the rural area, and Strong availability of the product in all the areas of India is

the key strategy of the company.

Leverage brand portfolio and consumer understanding by straddling the pyramid

&deploying full portfolio and driving consumption &penetration opportunity.

Winning with consumers, channels, segments/market of tomorrow- build markets and

capabilities for the future.

Drive increased execution rigour.

Step- up in cost efficiency initiatives.

Integrate economic, environment &social objectives with business agenda.

Continuously strengthen competitiveness of their portfolio and brandsto deliver

bigger and better innovations.

Strengthen overall organizational capabilities to continuously improve the quality of

execution and speed to market.


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Maintain the ecosystem by their activities- companys commitment to sustainability

requires us to go beyond our own operations and reduce our total environmental

footprint. Company ensures that their impact on the environment is minimized across

the value chain, starting from sourcing materials to the consumer use.


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SOCIAL RESPONSBILITY OF THE COMPANY

Company always takes initiatives in social activities. Company says that society creating a

positive impact; he believes that the true worth of an organization comprises more than just

its business achievements. The service it renders to the society bestows the great value on the

organizational itself.

There are many social activities of the company-

Project Shakati- Project Shakti was started in 2001. It is a rural initiative that targets small

villages populated by less than 5000 individuals. It is a unique win-win initiative that

catalyses rural affluence even as it benefits business. Currently, there are over 45,000 Shakti

entrepreneurs covering over 100,000 villages across 15 states and reaching to over 3 million

homes.

Pilot Projects- These are the successful water conservation projects in which there are three

projects.

Project Khamgaon: Dry arid region in Maharashtra.

Project Silvassa: The tribal zone with village hamlets in Dadra & Nagar Haveli.

Project Puducherry: Restoration of natural tanks and other water bodies in Tamil

Nadu.

In the Tsunami Company contributed over INR 10 crores towards the relief and

rehabilitation of tsunami affected families by way of providing relief materials, land

construction of facilities. Company distributed nutritional and personal hygiene

products worth 5 crores for immediate relief

Contribution in Bihar Floods.

Sanjivany Mobile Medical Facility in 2003.


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OBJECTIVE OF THE STUDY

To understand the consumer behavior and the consumer awareness regarding pure

water.

To understand the changing needs of the customer in modern era.

Consumer awareness regarding the water born diseases.

To understand the consumer preference towards the water purifier industry in India.

To gather the information that how customer purify the water.

To get the information how many consumers using the safe drinking water?

To study what are the positive and negative customer perception raegarding water

purifier brand of the HUL.

To study the brand awareness of Pureit product in India.

To study how company increases their brand presence in India?

To give a proper recommendation that how country &company can increase the

consumer awareness regarding pure water.

The main objective of the project is to get the full knowledge of the water division ofthe HUL and what are they doing to get the customer loyalty, to maintain their

market. This is also to find the preferences of customer and there market knowledge

and product information, information about the presence of the rival of HUL water

purifier and all the other options they have in the market. What are the techniques

they adopt to know about the preferences and changing needs of the customer?


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IMPORTANCE OF THE PROJECT

This project has a very vital role to understand the customer behavior regarding water purifier

and it helps to give an effective solution regarding how company can create awarenessregarding water diseases.

In India large percentage of the people are illiterate, they do not know how much important to

use the safe water, how they can purify the water, so this project help to the people creating

awareness regarding water born diseases and how consumer can purify the water.

This project will help to calculate the number of people who are conscious regarding the

water purifier and those people who are not conscious to water purifier. So it will give the

proper solution how the company can increase the sale of water purifier by making an

effective strategy and by giving affordable and effective water purifiers which can purelypurify the water and delighted the customer by their excellence services.


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INTRODUCTION OF WATERPURIFIER PUREIT


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INTRODUCTION OF PURE-ITThe purpose of HUL Company is to meet the everyday needs of people everywhere to

anticipate the aspiration of our customer and to respond the aspiration of our customer and

consumers and to respond creatively and competitively with branded products and services

which raise the quality of life .In India according to the World Health organization infected

water causes an estimated 80% of disease in India. So HUL Company launched the water

purifier Pureit in 2003 in Chennai. 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 (EnvironmentalProtection Agency).

HISTORY OF THE WATER DIVISION

Pureit was launched in the of 2003 in Chennai.

Pureit was started national launched in beginning 2007.

Toatal field force of 8000+across the country ani it

already protected 15 million lives.


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DREAM OF WATER DIVISION

Dream of the water division of HUL to protect on billion lives of people and save one million

children to developed and designed a water purifier to provide as safe as boiled water withthe features of no hassles of boiling, no gas, no electricity, no continuous tap water, no

plumbing and maintenance, great testing water, great capacity (18 lts.) and best quality

plastic.

There are some basic facts on water problems

According to the WHO, infected water causes an estimated of disease in India.

About half the worlds reported cases of polio, a crippling disease which is water borne,

occurs in India.

Each year, diarrhea kills 5, 00,000 Indian children.


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Water is pure at the source which is the municipal treatment plant. But it comes to our house

through pipes which are very old and have rusted, which may be 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 allowcontaminated matter to get inside the water pipes.

So with ever growing problem of safe drinking water faced in India, HUL has came with a

social initiative of providing safe and pure drinking water by means of Pureit, a quality yet

affordable water purifier.

MODEL OF PURIFIER AND THE PROCESS OF PURIFICATION

Earlier HUL launched Pureit in two price categories of Rs. 2000 and 3200 to target Indian

middle class people, which is available in the market in two colours Royal Blue andburgundy, but due to most of the its competitor launched water purifier at nearest to Rs.1000

to target lower middle class people, so company also launched RS.1000 purifier to target

lower middle class people and for sustain themselves in to the market.

It is based on Germ Kill Battery Technology (in which sustain release chlorine technology is

used and come with battery life indicator and high level category of plastic. It purifies the

water in four stages and gives approx four litre as safe boiled water at just Rs.1. and it is first

purifier in India in cheaper rate category which is certified by EPA

Recently company launched a new water purifier MARVELLA of Rs.6990 to target the

middle income group family and high income family, which Indias first fully automatic

purifier, which automatically store the water, purify the water and dispense the service

automatically for not only satisfaction of the consumer but delight them by their automatic

services.

So there are three model of Pureit.

M05

AUTO FILLING

MARVELLA


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MODEL NO M05 AND ITS STAGES OF PURIFICATION

STAGES OF PURIFICATION

M 05 model Pureit system uses a 4 stage purification process to deliver as safe as boiled

water without the use of electricity and pressurized tap water. Pureit purifies the input

drinking water in four stages.

1. Micro Fibre Mesh (MFM)

2. Compact Carbon Trap (CCT)

3. Germ Kill processor (chlorine Cartridge)

4. Polisher

MICRO FIBRE MESH

This is the first stage of purification. Water gets filtered through a non woven polyester filter (micro

fiber mesh) which removes particulate impurities of size greater than10 micron. Average flow rate

of 5 lit/min which reduce the filtration load Compact Carbon Trap.


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COMPACT CARBON TRAP

Compact Carbon Trap which is made by the activated carbon and binder to used for holding the

carbon granules. This is the second stage of purification in which, water passes through a

compacted carbon filter which removes particulate matters of 310 micron size. This removes

pesticides, cysts and other organic impurities- improve taste and provide clarity to water.

v

GERM KILL PROCESSOR (Chlorine Cartridge)

In the third stage it uses programmed chlorine release technology which kills the harmful

viruses and bacteria. Water comes in contact with the chlorine tablet. The cartridge is

designed such that water picks up a limited quantity of chlorine


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POLISHER

Finally water passes through polisher, which is made by the activated granular carbon and

coated by the silver. This design has reduced pressure drop, eliminated the level of fines

coming in water and reduce the wastage of plastic in battery. It removes the chlorine and

disinfection by-products. It finally removes all odours, makes water visually clear & gives

great testing water.

(Polisher)


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AUTO FILLING

Auto filling also purify the water like the M 05 model. The basic difference between the M05

model and the auto filling is that it automatically fills the water in the chamber according to

their requirement because it directly connected through the water pipeline. And in the auto

fill system we can fill the water manually.

MARVELLA

Indias first fully automatic purifier which automatically starts- stops- purifies- stores water

that is safe as a boiled water and serve the water automatically because insta serve jug keeps

the water always ready to be served. Total capacity of Marvella is 4.5 liters, in which Insta-

serve jug has a capacity of 1.25 liters and Storage tank has a capacity of 3.25 liters. In this

the germ kill kit comprises of the 3 consumables namely the Activated Carbon Filter, Germ

kill processor and polisher. One Germ Kill Kit lasts for about 2250 liters. It takes about an

average of 30 minutes to purify 4.5 liters of water and time may vary depending on the input

water quality.


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Marvell is only designed to remove bacteria, viruses and parasites as per the EPA standards.

It is also removes the physical impurities like dust and dirt. It will not remove any dissolved

salt content in the water. Marvella has also 4 stage purification system which insures you get

water that is as safe as boiled water.

1. Unique Pleated Filter- Removes the visible dirt.

2.Unique Activated Carbon Filter

- Removes the remaining dirt, harmful parasites

and pesticides.

3. Unique Germkill processor- it uses programmed chlorine release technology totarget and removes the invisible harmful viruses and bacteria.

4. Unique Polisher-Removes chlorine and other contaminants to make water clean,odourless and of great taste.


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Features of the Marvella

Automatic featuresNo electric

Automatic on/off features

Automatic storage

Insta serve jug

Automatic safetyWorld class Germkill safety

End of the life indicator- Germkill indicator lets you know when we are getting safe

water & when it is a time to replace the kit. When the indicator is fully white it means

the Germkill is working and when it is half red then it is nearing the end of its life.

When the indicator is fully red it means the Germkill power is exhausted and needs to

be replaced.

Auto safety lock- in case, the Germkill kit is not changed when the indicator turns

red, the auto safety lock mechanism will automatically switch off the flow of Pureit

water.

This ensures that no family member drinks water that is not purified. Thus Pureit

ensures that every drop of water we drink is completely safe from harmful germs.


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PERFORMANCE TESTING OF THE PRODUCT

Leading scientific institution

National Environmental Engg. Research institution

Central Food technology Research Institution

National Institute of Cholera and Enteric Diseases

Indian Public Health Association

Institution of Public Health Engineers

Leading Medical Institution

King Institute of Preventive Medicine, Sundaram Medical Foundation, Apollo

Hospitals

SRL Ranbaxy Clinical Reference Laboratories

Leading International institutions

London School of Hygiene and Tropical Medicine UK

Scottish Parasite Diagnostic laboratory, Glassgow, UK


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ORGANIZATION STRUCTURE OF THE COMPANY

Vice President

General Manager

Zonal Manager

Senior sales Manager

Area sales manager

Territory sales officer

Team Leader

Sales executive


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WHY THE PUREIT AND MARVELLA ARE BETTER THAN OTHER

PURIFIERS?

Pureit is better than the others purifier because it has a number of specific feature which arebetter than the other purifier. We can understand it by this figure.

key features PURE-

it

Boiling

process

leading UV

inline purifier

candle

filter

Kills/removes harmful

viruses

y Need for

boil 30-40min

Y N


bacteria

y Y N


parasites

y Y N

End of life indicator y N Y N

Auto switch-off y N Y N

Great taste y N Y N

Improves quality y N Y N

Removes odour y N Y N

Does not need expensive

gas

y N Y Y

Does not need electricity y Y N Y

Does not needcontinuous tap water

y Y N Y

Does not need plumbing y Y N Y

Does not need an

expensive maintenance

contract

y Y N Y

low initial cost y Y N Y

Low ongoing cost y N N Y


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Why Marvell is better than the other purifiers?

Key safety features Pureit Marvella Leading UV in-

line purifiers

Removes harmful viruses,

bacteria and parasites

Y Y

End of life indicator Y Y

Automatic safety lock Y Y

Fully automatic

features

Pureit Marvella Leading UV in-line

purifiers

4.5 lit. of storage capacity Y N

Insta-serve jug Y N

Automatic filling Y N

No electricity Y N


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STRATEGY OF THE COMPANY

Product and service strategy of the company

Different varieties of the product

Easy availability nation wise.

Best quality of used plastic (ABC food grade)

Best quality based technological parts used.

Designed and develop to provide as safe as boiled water

Very attractive design in three colours.

Pureit and Marvella removes visible dirt kills all harmful viruses and bacteria.

Removes parasites and pesticide giving us as safe as boiled water.

Removes chlorine and other contaminants to make water clean, odourless and of greattaste.

Any time and any where it can do the performance.

Very easy to use.

Convenienceno hassle of boiling, no maintenance cost like plumbing.

Cost Rs.1/- for every liters of water.

Top most brand name ( Hindustan Unilever Limited)

Life time free service.

Six month warranty period.

PRICE STRATEGY OF WATER PURIFIER

Penetration strategy.

Product price range started from Rs.1000-6990.

Very low cast of maintenance.

Low cast for product.

Best price for other than the competitors.

Attractive discount on replacement of device for customer.

No credit term.

Attractive allowances for dealers.


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Promotional/marketing communication strategy of company

Activated subscription immediately.

Fast installation of the products.

Best repair services.

Life time free services.

Commercial effective TV advertisement.

Advertisement in news paper.

Broacher

Sales force (8000+across country)

Marketing surveys.


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COMPETITOR

PROFILE


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COMPETITOR PROFILE

WhirlpoolPurafresh Elite

This water purifier has a different purification stages like

1. Pre Filter

2. Plus sediment filter

3. Pre carbon filter

4. R. O. membrane filter

5. Post carbon filter

Its a silver activated carbon containing silver ion and ceramic filter inside the storage tank

enable to prevent the microbial proliferation inside the tank and maintain the fresh taste of

water at all times.


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Along with above purification it storage tank is sealed for outer contamination. it comes with

8.5 liters of storage capacity . It has other utility features like dual overflow protection

system. It is certified by the worlds foremost water body, water quality association, USA

with its gold seal.

Whirlpool-Purafresh Deluxe

This purifier has different purification stages-

1. Pre Filter

2. Plus sediment filter

3. Pre carbon filter

4. R. O. membrane filter

5. Post carbon filter

Along with above purification it storage tank is sealed for outer contamination .It has other

utility features like dual overflow protection system and water level indicator. It comes with

6.5 liters of storage capacity.


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Whirlpool- Purafresh Platinum

This water purifier has a five purification stages like

Pre Filter

Neo Sense Filter ( combining the sediment add pre carbon Filters)

Pre Carbon Filter

R O Membrane Filter

Post Carbon Filter

It has a water flow rate of 1.2 liters per minute. It comes with electronic display panel and

push Button which makes operation easier. Its filter change indicators allow the user to

check if filter needs replacement. It also has an auto flush feature ensuring fresh water every

time.


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Eureka Forbes- Aquaguard Total RO

This water purifier has six purification stages like-

Particle Filter

Clarity Cartridge

Pre T-Taste Enhancer Cartridge

Post-Test Enhancer Cartridge

Nano Silver Medium.

It comes with nine lts. of storage capacity in transparent tank. This water purifier removes the

excess TDS from hard water and makes it taste fresh. It has auto shut-off of the pump, with

unique weight sensor mechanism for efficient and economical functioning. Available

exclusively through the trained Direct Sales of Eureka Forbes.


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Eureka Forbes-Springfresh (RO)

This purifier has different purification stages-

Pre Filter

Sediment Filter

Pre-RO carbon Cartridge

Reverse Osmosis

Post RO carbon cartridge

It comes with 8 lts. Of storage capacity. This water purifier removes the excess TDS fromhard water and makes it taste fresh.

It has auto shut-off of the pump, with unique weight sensor mechanism for efficient and

economical functioning. Its storage tank is protected against dust and impurities with

separated sealed cap. It is available in leading consumer electronics and home appliances

showroom across country.


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Eureka ForbesAquasure

This water purifier has a four purification stages like-

Pre-filter purification

Activated carbon purification

Active disinfectant

Special carbon block

Active disinfectant of this purifier destroys disease- causing bacteria and viruses.

Special carbon block helps in final finishing stage of purification. It comes with 13lit. of

storage capacity.


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Eureka ForbesAquaguard classic

This water purifier has flow rate of 1lts. per minute. It has a three purification stages like-

Pre filter purification

Silver- impregnated activated carbon purification

Ultra- violet purification


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Eureka Forbes- Aquaguard Ultra

This water purifier has four purification stages like

Pre- Filter purification


Sediment filter and Ultrafiltration cartridge for an advance purification

process

In this Sediment filter and Ultrafiltration cartridge for an advance purification process that

filters impurities even in the molecular range, including disease- causing bacteria, virus and

protozoan microorganisms. It comes with the 8 lit. of storage capacity. It does not required

electricity.


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Eureka ForbesAquaguard Intregra7

This water purifier has multi stages water purification technology like Reverse Osmosis,

Ultra Filtration, Aqua-Energiser, Magnetizing chamber, Iron remover and Arsenic remover.

These multistage water purification technologies purify the water and eliminate the health

hazards cause by impure water. Its comes with 8 lts. Of storage capacity.


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Usha BritaWaterguard SF620T

This water purifier has three purification stages like


Silver-impregnated

Activated carbon purification and health and taste Cartridge purification.


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Usha BritaWaterguardDigital

This water purifier has a four purification stages like

Pre-filter purification, candlefilter purification

Silver impregnated activated carbon purification a ultra-violet purification. It is

controlled by an eight bit microprocessor and gives a digital display of all its

operations which makes it user- friendly.


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Kent- Excell

This storage water purifier has seven water storage capacity and five purification stages like-

Sediments purification,

Pre-carbon filter

Carbon block

Reverse osmosis technology purification

Post carbon purification. It has reverse osmosis technology, its uses semi-permeable

membrane to divert dissolved salts, heavy metals, chemical, micro-organism and

other impurities to drain. In later stage it has resin carbon cartridge, which polishes

water to ensure fresh testing water.


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Kent-Elite 1

This water purifier has flow rate 0.42 liters per minute. It has four purification stages like

sediments purification, pre-carbon filter purification, ultra- violet purification and reverse

osmosis technology purification.

Kentwonder

This storage water purifier has a five lts. Water storage capacity and four purification stages

like- sediments purification, pre-carbon filter purification, ultra- violet purification and

reverse osmosis technology purification.


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Zero BZero B Puriline 2L

This water purifier has a flow rate of 2 liters per minute. It has 3 purification stages like


Post carbon cartridge purification

Polyiodinated Resin purification

Zero BZero B Puriline 4L

This water purifier has a flow rate of 4 liters per minute. It has three purification stages like

pre-filter purification, Resine carbon cartridge and polyidinated Resin purification. It helps to

remove the suspended particle ,water born bacteria, viruses, odour, taste and colour.


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Zero BThe Ultimate Upgrade

This water purifier has a storage capacity of 11 liters. It comes with seven purification stages.

Pre-filtration

Sediment filtration 5 micron

Pre-carbon filter


Reverse osmosis membrane purification

Post Ro backup purification.

Bacteriostatic Resin carbon Chambercartridge, which polishes water to ensure fresh

testing water. It has also auto flush timer.


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PhilipsWP 3890

This water purifier has a flow rate of 1.2 liters per minute. It has a three purification stages

likePrefilter purification, activated carbon purification and Ultraviolet purification. Its

new UV technology destroys known waterborne viruses. it comes with user replaceable filter

which can be replaced whenever indicated by the purifier system. Its pure protected lock

feature locks the down the purifier if the filter is not replaced on time .

PhilipsWP3891

This water purifier has a flow rate of 1.2 liters per minute. It has a three purification stages

like pre-filter purification, activated carbon purification, and ultra violet purification. Its

feature include the pure flush that automatically flushes all the internal pipes and the UV

chamber.

PhilipsWP 3892


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Kenstar-WP-117

This water purifier has a flow rate of 1 liters per minute. It has a three purification stages like

pre-filter purification, silver impregnated activated carbon purification and ultra-violet

purification.

Kenstar-Le pure

This water purifier has a flow rate of 2 liters per minute. It has a three purification stages like

Pre-filter purification, silver impregnated activated carbon purification and ultra- violet

purification.


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Tata swatch

It has a two model-

Tata Swach Lock

Tata Swatch Fuse

Advance pure power indicator and auto shut mechanism. This is free from chlorine,

bromine, and iodine minimal maintenance .


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ANALYSIS OF THE

COMPANY


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ANALYSIS OF THE COMPANY

We can do the different analysis of the company to understand the company strategy,

competitor strategy and it helps the company to make a proper and effective strategy for

product in future to compete with the competitors.

Advantage of the analysis

It helps to the company to expand their business and identify and classify the firms resources

in terms of strengths and weaknesses. It makes an effective role to combine the firms

strengths in to specific capabilities and core competencies.

It helps to the company select the strategy that best exploits the firms capabilities and

competencies relative to the external opportunities.

There are different tools which we can use to analysis of the company.

Industry analysis

SWOT analysis

Comparative analysis

INDUSTRY ANALYSIS

Rivalry among Competing Firms- In the Water purifier Industry, rivalry among

competitors is very fierce. There are lots of competitors in the water purifiers like AquaGuard, Kent grand, HUL Pureit, Whirlpool- Purafresh Elite, Eureka Forbes, Usha Brita , Tata

Swatch, etc. Market Players use all sorts of tactics and activities from intensive advertisement

campaigns to promotional stuff and price wars etc. Hence the intensity of rivalry is very high.


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Water purifier industry analysis:

.

SUPPLIER POWER Supplier concentration Importance of volume to supplier Differentiation of inputs Impact of inputs on cost or differentiation

Switching costs of firms in the industry Presence of substitute inputs Threat of forward integration Cost relative to total purchases in industry

Medium

DEGREE OFRIVALRY-Exit barriers-Industry concentration-Fixed costs/Value added-Industry growth-Intermittent overcapacity-Product differences-Switching costs

-Brand identity-Diversity of rivals-Corporate stakes

OTHER

STAKEHOLDERS

Relative power of

unions, govt

Medium

tohigh

High

Low to medium

BARRIERS TO ENTRY Absolute cost advantages Proprietary learning curve Access to inputs Government policy Economies of scale

Capital requirements Brand identity Switching costs Access to distribution Expected retaliation

Proprietary products

High

THREAT OFSUBSTITUTES-Switching costs

-Buyer inclination to

substitute

-Price-performance

trade-off of substitutes

BUYER POWER

Bargaining leverageBuyer volumeBuyer informationBrand identityPrice sensitivityThreat of backward integrationProduct differentiationBuyer concentration vs. industrySubstitutes availableBu ers' incentives

High


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Potential Entry of New Competitors:

Water purifier Industry does not have any measures which can control the entry of new firms.

The resistance is very low and the structure of the industry is so complex that new firms can

easily enter and also offer tough competition due to cost effectiveness. Hence potential entry

of new firms is medium to high.

Potential Development of Substitute Products- potential development of the substitute

products is medium to high. Many people like to boil the water than use to the water purifier

and high income people like to purchase the bottle of the water. So the substitute of the

products is medium to high.

Bargaining power of the customer- Bargaining power of the customer is very high due to

lots of alternative is available in market and it has a variety of price range.

So people easily can change their product without any hassles. Companys also providing

attractive discount on replacement of device for customer. So the bargaining power of the

customer is very high.

Bargaining power of the supplier- The bargaining power of suppliers of raw materials and

intermediate goods is not very high. There is ample number of substitute suppliers available

and the raw materials are also readily available and most of the raw materials are

homogeneous. There is no monopoly situation in the supplier side because the suppliers are

also competing among themselves.


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SWOT ANALYSIS OF WATER PURIFIER PUREIT

STRENTHS

Company background(Hindustan UnileverLimited)

Strong distribution channel.

Indias first fully automaticpurifier.

No hassles in purifying thewater

Advance auto switch-offtechnology

Low maintenance cost

No operating cost like- noelectricity, no plumbing, no

gas etc.

One crore challenge of thecompany.

Certified by the leadingscientific, medical,

international institutions

likeEPA, Ranbaxylaboratories etc.

WEAKNESSES

It does not remove anydissolved salt content in

water.

Its Germ Kill Kit workeffectively in moderate

humidity condition. ( not

more than 25C)

After sales services are noteffective.

Less varieties of model

less attractive for elite and

high income group family. Not expert sales candidate

and mostly less educated

qualified people

Lack of training anddevelopment program for

the sales candidate.

Less innovative and notattractive advertisement.

OPPORTUNITIES

India has second largestpopulation in the world.

Approximately 48 %population belongs to the

middle income group.

Rising income of the people

Increasing literacy rate ofthe country

Increasing awareness of thepeople towards water born

dieses.

Pilot project of the HULCompany increases the

value of the water purifier.

THREATS

Many competitors

Increasing number ofcompetitors like -Tata

swatch etc.

Effective advertising andpromotional strategy of the

competitors.

Large no of product line ofthe competitors like

Aquaguard, Ushabrita.

Increasing the technologyof the competitors like UV

technology etc.

Attractive price range ofthe competitors.

INTERNAL

EXTERNAL


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SOLUTIONS TO OVERCOME ON THE THREATS AND WEAKNESS

OF THE COMPANY

Company mast use the new technology to purify the water which removes the any

dissolve salt content in the water. This is the biggest the drawback of the company by

which company does not able to increase share in the market and in maximum area

water has dissolve salt content in the water. So if company will have to change their

technology to compete the most effective water purifier Aquaguard, which removes

physical impurities, chemical impurities, biological impurities as well as the salt

content from the water.

Company should more focus on their post sales services. For not only to satisfies the

customer but as well as delight the customer by their attractive services.

Company should increase Model with high standard and with the attractive

innovative feature, which could make an effective image to the high income group

family. So company should increase the product line of the water purifier.

Company should provide the training to their sales men by which they could easily

influence the customer or company hired the well educated and smart people who can

make a good impression to the customer.

Company should expense more money in promotional activities in order to

communicate the people effectively. So the company should show the innovative and

attractive advertisement for this.


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COMPARATIVE ANALYSIS OF THE PURIT WITH AQUASURE

BRAND NAME (HUL) EUREKA FORBS LTD(EFL)

IMAGE

MODEL PURE-IT AQUASURE

PRICE Rs 2000/- Rs 2990/-

MACHINE FEATURES

Type of Water Purifier Storage Storage

Storage Capacity (Litres) 18 ltrs 13 ltrs

METHODS OF

PURIFICATION

Purification Stages 4 4

Pre-Filter Purification Yes Yes

Silver-Impregnated Activated

Carbon

Yes Yes

Candle-Filter Purification No No

Ultra-Violet Purification No No

Reverse Osmosis No No

Other Methods Germ Kill Processor and

Unique Polisher

Active Disinfectant / Special

Carbon

MAKE AND PHYSICAL

FEATURES

Material of Body ABS Plastic Food grade ABS Plastic

Colours Available Royal Blue & Burgundy White and Blue

Product Life Indicator Availability Yes No

Auto Switch Off Technology Yes No

OTHER ADVANTAGE

Germ kill performance standard Environmental Protection

Agency (EPA), USA Certified

NOT Certified

Power Required No NO

DIMENSIONS

Height (mm) 610 540

Depth (mm) 260 302

Width(mm) 290 302

Weight (Kgs) 4.1 3.4

AFTER SALES SERVICE

Warranty Period (Years) Life time 1Yr

Help line no 1860-180-1000 9223600600

Turnaround Time 24-48 hrs 24 hrs flat

Charges No charges If out of warranty


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RESEARCH METHODOLOGY TO

UNDERSTAND THE CONSUMER

BEHAVIOR ON SAFE DRINKIN

WATER


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CONSUMER BEHAVIOUR

In todays challenging and competitive of fast changing technology, consumer tastes are also

characterized by fast changes. So to survive in the market the firms have to be in touch with

the changing consumer preferences. Marketers have to understand consumer behavior andfactors influencing in the buying behavior of the customers in order to be successful in this

dynamic and competitive environment.

MEANING OF CONSUMER BEHAVIOR

Consumer behavior is the behavior that the consumers display while searching for,

evaluating, purchasing and disposing of product and services that they expect will satisfy

their needs. Consumer behavior is the study of how consumer makes their decision to spend

their resources on consumption related to items like time efforts and money. Study of

consumer behavior proves the marketers an insight regarding the consumer preferences and

helps them in effective market segmentation and targeting. The importance of consumer

behavior lies in the fact that behavior can be understood and influenced to ensure a positive

purchase decision. So around understanding of consumer behavior is necessary for long run

success of any marketing program. That is why the marketing managers interest lies exactly

in understanding consumer behavior to ensure that his marketing strategy results in

purchasing product.

DETERMINANTS OF CONSUMER BEHAVIOR

The study of consumer behavior is quite complex, because of many variables involved in

their tendency to interest with and influences each other. The main determinants of consumer

behavior are

1. External variables

1. Individual determinants of consumer behavior External variables- The

external environment is made up of various influences such as

Culture

Sub culture


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Social class

Family

Reference group

Personal factors such as age, life cycle, education, occupation, life style, personality

etc.

These all are major determinants of consumer behavior.

2. Individual determinants of consumer behavior- Theindividual determinants of

consumer behavior are

Personality and self concept

Motivation and involvement

Learning

Memory

Attitude


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RESEARCH METHODOLOGY

Research is any original & systematic investigation undertaken in order to increase

knowledge and understanding a problem & reaching to its solution.

In broadest sense research include any gathering of data information and facts foradvancement of knowledge.

Research must be systematic and follow series of steps.

Problem definition:The first step in any research is to define the problem. This is verybig issue for successful completing the research. So firstly I try to understand the problem of

the consumer on safe drinking water.

Research approach:By collecting and analyzing the data from secondary sources, I

developed a research approach which includes objective frame work, research questions,specification of information needed.

DATA COLLECTION: For doing research on this project I have used the followingsources for collecting the data.

Primary data collected:For primary data collection a market survey has been done withthe help of questionnaire to accomplishing this project objective. Especially the Vashundhara

region has been targeted Sample table on the basis of that daily activity of field work was

done is referred to annexure.

Secondary data collected from: Secondary data has been collected with the help ofinternet and existing report of salesperson of the company by talking to them and with the

help of senior management also.


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LIMITATIONS:

These project works also have some limitation which I had to face while doing survey and

conducting interview through questionnaire with the people. Due to limited time constraints

which were only two months I could not find the accurate data and the people with whom

interview was being conducted where not responding well so I had to struggle. Whether some

of them responded well and they were also excited to know about the waterborne diseases

and how Pureit works to remove all the bacterias, viruses, pesticides and parasites present in

water. Although I have tried to take care of everything, still due to sample size there may be

some chances that it could not be generalized. Apart from this the response errors were also

there because some of the respondents gave more than one answer for a single question,

which were of little use for me.


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DATA ANALYSIS AND INTERPRETATION

Survey done on sample size of 100 people

And sample was calculated from Shakati Khand, Vaishali, Nyaykhnad etc.

Q.1) Do you know that 80% of the diseases in our country are water borne?

Yes24%

No - 76%

Sample size of 100 was taken for doing this survey and out of 100 people, 76% people were

well known that 80% of diseases in our country are water borne whereas 24% people did not

know about this.

I have to make them aware about the diseases that caused by due to contaminated water.

Yes

24%

No

76%

Yes

No


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Q.2) Are you aware of water born diseases? (Like as jaundice, diarrhea etc.)

Yes 84%

No 16%

Out of sample size of 100, 16% people do not aware of water borne diseases, whereas only

84% people aware about water borne diseases. So a large number of people are aware ofwaterborne diseases but there are some people who dont know about it and because of this

unawareness they dont feel buying water purifier, whenever this kind of awareness

programmed is organized by any company or government they didnt take interest to them.

Yes

84%

No

16%

Yes

No


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Q.3) Which type of existing drinking water source are you using?

Municipal supply water 80%

Hand pump 16%

Bore well 2%

Others 2%

According to the above pie chart, it is clear that out of sample size of 100- 80% people use

municipal supply water for drinking purpose, whereas 16% people use hand pump

water, 2% people use bore well water and only 2% people use other sources of water for

drinking.

As from this above information highest people consume munciple water for drinking because

of in their area water is saltage or contaminted till 80-90 feets if they want to go for boring

upto 200 feets then they only will be able to get safe water which they cant afford.

Muncipal supply

water

80%

Hand pump

16%Bore well

2%

Others

1.2

Muncipal supply water

Hand pump

Bore well

Others


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Q.4) How do you purify the water?

Normal 10%

Boiled 40%

Water purifier 42%

Others 8%

According to the survey only 42% people use the water purifier, 40% people purify the water

by boiled the water, and 10% people normally purify the water like they use jilter etc. to

purify the water and rest 8%purify the water by others different method.

Normal

10%

Boiled

40%

Water purifier

42%

Others

8%


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Q.5) If yes, which purifier do you use?

Pureit 20%

Aquaguard or Aquasure 43%

Kent water purifier 20%

Philips 10%

Others 7%

Out of sample size 100 people who use purifier, 43% people are using Aquaguard purifier

whereas Pureit and Kent is used equally by 20% people while Philips is used only 10 %

people and other purifier is used by only 7% people.

On the basis of this information we can easily can understand the highest number of

consumer of the Ghaziabad used Aquaguard purifier because of saltage water is present intheir area so they used R.O. based purifier in their home and second highest consumer is

shared by Pureit and Kent both because of their low price segment and have target to Indian

lower and middle class people.

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

PURE it AQUAGUARD KENT PHILIPS OTHERS

20%

43%

20%

10%

7%

PURIFIER USED


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Q.6) How do u come to know about this particular water purifier?

News paper 10%

TV advertisement 30%

Word of mouth 40%

Radio 10%

Others 10%

Consumers are able to get the more information from word of mouth because water purifiers

do the maximum sales by door to door procedure. So it has a 45% from word of mouth, 10%

from the news paper, 10% from the internet, 30%from the TV ad and rest of the get

information from the others sources like radio etc.

News paper

10%

TV ad.

30%

word of mouth

45%

Internet

10%

Others5%

News paper

TV ad.

word of mouth

Internet

Others


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Q.7) Does your purifier remove pesticide impurities from drinking water?

Yes

No

Dont know

Out of sample size 100 people, 50% people know that their purifier remove pesticide

impurity, 28% people say that their purifier do not remove pesticide impurities where as

only 22% people say that they dont know about that.

From this information I have to make them aware about skin diseases and teeth

diseases and hair loss etc. these are such type of diseases which many people suffersfrom.

yes

50%

No

28%Dont know

22%Other

22%

REMOVE PECTICIDE IMPURITY

yes

No

Dont know


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Q.8) Does your water purifier consume electricity?

Yes 64%

No 22%

Dont Say anything 14%

Out of sample size 100 people who are using purifier, 46% people said yes their purifierconsume electricity, 40% people said their purifier dont consume electricity and whereas I

meet 14% people like that they dont want to give response regarding this matter.

On the basis of above information actually I had to segment the consumer. I found that lower

middle class and some middle class person only purchase without lectricity Purifierbecause they are cheaper in cost, whereas middle class and uper middle class person

dont consider electricity as a big issue their man motive is which is best for them.

Yes, 46%

NO, 40%

DONT Say

anything, 14%

Electricity Consumed


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Q.9) Is your water purifier dependable on service after sales?

Yes- 56%

No 37%

Did not say anything 7%

From this above pie chart it is clear that out of sample survey people 100- 56% people say

that their water purifier is dependable on service regularly where as 37% say their water

purifier not dependable on after sales service whereas 7% did not say anything in this matter

actually they do not be in attentive mood.

As higher no. of people say that their purifier dependable on service after sales it means that

service is most important for any purifier, so timely service is very essential for purifier to

sell it.

No

37%

Yes

56%

Did not say

anything

7%

After Sales Service


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Q.10) Have you come across any kind of marketing activities for purifiers in last six

months?

Road shows - 9%

Visual Merchandising - 6%

Direct marketing - 30

TV commercial - 55%

Out of sample size 100 people, 55% people say they have seen purifier marketing activity on

TV commercial, whereas 30% people say they have seen by direct marketing at their

doorstep, 9% people say they have seen it by road show while only 6% people have seen it

visual merchandising.

Its shows that people are very well aware of water purifying equipment or method and they

are showing interest on them because higher no. of people have heard about TV commercial

so it means they want to update from technology after second position goes to direct

marketing it mean people are showing interest on real time activity also.

0%

50%

100%

9%6%

30% 55%

MARKETING ACTIVITY


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Q.11) where do you prefer to buy a water purifier from?

Retail Outlets 25%

Franchisee dealers 10%

Direct marketing (Demo at your doorstep) 30%

coco 35%

Out of sample size of 100 people, 35% prefer to purchase the product by coco stores, 30%

people are interested to purchase the product by direct marketing, 25% people interested to

purchase by retail stores and only 10% people are interested to purchase by franchisee

dealer.

As per the given information from the chart it is clear that higher purchase of water

purifier is being done by coco stores because of the faith and second goes to direct

marketing it means the direct marketing is also able to make them aware of people and

gain some faith of customer.

25%

10%

30%

35%

0%

5%

10%

15%

20%

25%

30%

35%

40%

Retail Outlets Franchisee

dealers

Direct marketing coco stores

PREFERED PLACE TO BUY

Direct marketing

Franchisee dealers

Retail Outlets

coco stores


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Q.12) While buying any water purifier what comes to your mind?

Cost 30%

Health conscious (service) 35%

Brand name 20%

Technology 15%

It is clear to the above pie chart out of sample size 100 people, 35% people prefer the service

of the purifier first then after other thing while purchasing any purifier because they are very

health conscious, 30% people prefer cost first while purchasing purifier, 20% people focus

brand name first for purchasing the purifier and remain 15% people only focus the

technology.

It tell the typical consumer behavior that how a consumer react for purchasing any

product from this we can easily understand consumer want good product in cheap rate

And they cant compromise with the help.

Cost

30%

Health conscious

35%

Brand

name

20%

Technology

15%

BUYING PREFERENCE

Cost

Health conscious

Brand name

Technology


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Q.13) Are you regularly updates from water cleaning appliances?

Yes 35%

No 50%

Apathetic or not interested 15%

Out of sample size of 100 people, 50% people do not update of the water cleaning

appliances, 35% people only update of water cleaning appliances whereas 15% people

apathetic kind of show they show very less or no interested in it. Therefore we can say that

50% people are those who really want to update the water cleaning appliances. So there is a

chance for us to sell the product by giving regular update about the product.

It shows that highest no. of people is not updated from water cleaning appliances either they

have already satisfied with the existing purifier which they are using so they feel no need

for updating or either they dont have interest to such kind of activity.

35%

50%

15%

0%

10%

20%

30%

40%

50%

60%

Yes No Apathetic

Yes

No

Apathetic

UPDATES FROM WATER CLEANING APPLIANCES


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HUL PURIFIER PRODUCT SURVEY REPORT

SURVEY DONE ON SAMPLE SIZE OF 100 PEOPLE

Only the results necessary for the survey are tabulated

Q.1) Do you own any HUL PUREIT product?

Yes- 30%

No- 70%

Out of sample size of 100 people, 30% people say that they have pure it product whereas 70

% say they dont use this product.

So here we have a chance to sell out pureit product in this 70% area.

Yes

30%

PURE IT product


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Q.2) If yes, which product you have purchased?

Compaq 25 %

Pureit M05 44%

Autofill 30%

Marvella 1%

Out of sample size of 100 people, it is clear to the above graph PureitM05 is used by 44%

people, Autofill is used by 30% people, and Compaq is used by 25% people where as

Marvella is recently launches product so it is used by only 1% people.

On the basis of above graph we can say that Pureit M05 is the highest selling than their own

brands because ofeasily availability sound sales promotion and launched in initial stage

by hul and its price strategy .

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

Compaq M05 Autofill Marvella

25%

44%

30%

1%

PURCHASED PRODUCT

Marvella

Autofill

Pureit M05

Compaq


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Q.3) Where you did heard about the product?

TV commercial

Newspaper print ads

In shop branding

Friends references

Out of sample size of 100 people, it is clear from the above graph that 70% people say that

they have listen about the pureit purifier by TV commercial, 15% people say that they havelisten about the pureit through their friends, 8% people say they have heard about it by

newspaper and print ads, whereas only 7% people say that they have heard about it through in

shop branding.

It means highest number of people attract from by TV commercial but when they listen their

friend about its so they ready to purchase because faith on at first on brand and second on

friend who is using.

0%

50%

100%

TV

commercialNewspaper

print adsIn shop

branding Friends

references

70%

8%7% 15%

HEARD ABOUT THE PRODUCT


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Q.4) Which thing attracted you for purchasing the pureit?

Price

Technology

Aesthetics

Brand name

Out of sample size of 100 people, 60% people say that they have attracted by brand name for

purchasing the product, 25% people say that they have attracted through its price , 9% people

say that they have attracted pure it by its technology while only 6 people say that they have

attracted by its appearance or structure.

As per the given information brand name is most important in selling. In spite of a brand is

in the mob of thousand products still he easily recognized and sold it. After that price comeso if the branded product come with the cheaper price then people easily attract from this.

0%

10%

20%

30%

40%

50%

60%

70%

Price Technology Aesthetics Brand name

25%

9%6%

60%

THINGS ATTRACTED FOR PURCHASING


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Q.5) How satisfied are you with customer service received of pureit?

Very Satisfied

Satisfied

Dissatisfied

Very Dissatisfied

Out of sample size 100 people, it is clear from the above mentioned graph that 40% people

are very dissatisfied from pure it service, 25% people are dissatisfied from its service,

whereas 20% people is very satisfied of the service of pureit and remain 15% people are only

satisfied of the service of the product.

On this question we wanted to take out the feedback from pureit existing customers so that

best selling could be enhance, but the feedback is showing the pureit poor sales service and

showing that very least customer is satisfying from its service.

CONCLUSION

The study of consumer behavior on safe drinking water reveals that people are not much

Very satisfied

15%

Satisfied

20%

Dis satisfied

25%

Very Dissatisfied

40%

Very

satisfied

Satisfied

Dis satisfied

Very

Dissatisfied

SATISFACTION FROM CUSTOMER SERVICE


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aware regarding water born diseases. which I learned from my experience after working on

this project, mostly of them isnt aware about the diseases which spread contaminated water.

It was found that from this study that people give priority to the brand name first before cost

or any other quality while purchasing any water purifier.

Study also reveal that in Ghaziabad city the R.O based purifier is mostly used because thesaltage water available in the city. It also found that from the study customer is using

municipal water as a prime source of drinking because of pure ground water is not easily

available before 200 feet, either it is contaminated due to industrial wastage or high initial

investment.

Market of purifier is very penetrated in Ghaziabad city a lots of purifiers are available along

with pureit purifier with economic prices and better services so that very tough competition

was found for pureit purifier, but the feedback of pureit as I found do not fulfill the objective

of the company expectation.

RECOMMENDATIONS


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As per the survey done following were the findings and recommendations of the survey:

In India lots of the people are not aware regarding the water diseases problem so

government mast take initiative and do the more events and advertisement to aware

the people regarding water diseases problem, because healthy people can make a

developed nation.

People also should give more attention regarding their health.

Government must more focus to the pure of water like rivers etc.

Company should be focus on R.O. And U.V based product so that can target the higherand middle class customer because they are the one who is more causes about the

health.

Customer service is something which Pureit should have to pay more attention at.All models not available for display in retail outlets and also brochures should be made

available.

Sales person at the retails counters should have proper knowledge about the product.

Company should focus more on brand awareness by doing advertising (like as, kill 1crore viruses in one litres (water) as well as will have to aware the people about the

water borne diseases.

Technological & other aspects should be reconsidered and re-scrutinize because during

the survey it was found that a lot of complaint was battery or germ kill kit which wasspoil before time period .

Price structure should be revised

Customer service is something which company should pay more attention at.

Companys R&D need to develop product which even purifies the salt water and make

fit for drinking.

BIBILIOGRAPHY


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Websites

www.hul.co.in

www.pureit.in

www.customercomplaint.in

www.compareindia.com

www.eurekaforbes.com

Books Referred

Coney Hawkins best,Consumer Behavior, 8th

Edition,1-14,393-418.

Loudon &Della Bitta, Consumer Behavior, 1003 Edition, 432-433.

Kotler Philip, Marketing Management, Millennium Edition, 176-182, 202-204.

Marketing Research by G.C. Beri
http://www.hul.co.in/http://www.hul.co.in/http://www.pureit.in/http://www.pureit.in/http://www.customercomplaint.in/http://www.customercomplaint.in/http://www.compareindia.com/http://www.compareindia.com/http://www.eurekaforbes.com/http://www.eurekaforbes.com/http://www.eurekaforbes.com/http://www.compareindia.com/http://www.customercomplaint.in/http://www.pureit.in/http://www.hul.co.in/

54993245 summer trainning project (1)

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