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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 JaiswalGroup Dean (Management) 2009PGDM022(ABES IT Group of Institutions) 4th Sem
1
ACKNOWLEDGEMENT
As I set on the quest to complete this project, it remains my obligation to praise, extend and glorify 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 analysis
60-65
Research methodology to understand the consumer behavior on safe drinking water
67-89
Conclusion 90
Recommendation 91
Bibliography 92
PREFACE
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It is wonderful opportunity provided by ABES Institute of Management to interact with the
industrial surface during the academic session of PGDM.
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
4
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 HUL’s ‘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
7
INTRODUCTION OF HUL
Hindustan Unilever is the India’s 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 moving
consumers 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 are – Project 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.
9
HISTORY OF THE HUL1888 - Sunlight soap introduced in India.
1895 - Lifebuoy soap launched.
1902- Pears soap introduced in India.
1903– Broke 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- Pond’s 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 government’s 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.
PRODUCTS OF HINDUSTAN UNILEVER LIMITED
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HOME AND PERSONAL CARE
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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BROOKE BOND BRUBROOKE BONDLIPTON
KWALITY WALL'S
KISSANKNORRANNAPURNAModern Bread
COFFEE TEA
ICE-CREAMFOODS
FOODS
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AUTO FILL MO5 MARVELLA
WATER PURIFIERS
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 and
low 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:
.
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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 OFSUBSTITUTES-Switching costs-Buyer inclination tosubstitute-Price-performancetrade-off of substitutes
BUYER POWERBargaining leverageBuyer volumeBuyer informationBrand identityPrice sensitivityThreat of backward integrationProduct differentiationBuyer concentration vs. industrySubstitutes availableBuyers' incentives
High
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 entry
of 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
consumer’s 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- company’s 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 of
the 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 awareness regarding 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 purely purify the water and delighted the customer by their excellence services.
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INTRODUCTION OF WATER PURIFIER “PUREIT”
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INTRODUCTION OF PURE-IT
The 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 world’s 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.
Pureit’s 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. What’s more, it doesn’t 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).
HISTORY OF THE WATER DIVISION
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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.
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” with the 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 world’s 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 contaminationSewage 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.
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 and burgundy, 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 India’s 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 IT’S 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 3–10 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
India’s 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 to
target 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 features No electric Automatic on/off featuresAutomatic storageInsta 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
36
Vice President
General Manager
Zonal Manager
Senior sales Manager
Area sales manager
Territory sales officer
Team Leader
Sales executive
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 are better 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 30-40 min
Y N
Kills/removes harmful bacteria
y Y N
Kills/removes harmful 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 need continuous 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
Why Marvell is better than the other purifiers?
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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
STRATEGY OF THE COMPANY
Product and service strategy of the company
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◎ 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 great
taste.◎ Any time and any where it can do the performance.◎ Very easy to use.◎ Convenience – no 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.
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.
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◎ Advertisement in news paper.◎ Broacher◎ Sales force (8000+across country)◎ Marketing surveys.
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COMPETITOR PROFILE
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COMPETITOR PROFILE
Whirlpool –Purafresh 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
It’s 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 world’s 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.
44
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.
45
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 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. 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.
46
Eureka Forbes – Aquasure
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.
47
Eureka Forbes – Aquaguard 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
48
Eureka Forbes- Aquaguard Ultra
This water purifier has four purification stages like –
◎ Pre- Filter purification
◎ Activated carbon 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.
49
Eureka Forbes – Aquaguard 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. It’s comes with 8 lts. Of storage capacity.
50
Usha Brita – Waterguard SF620T
This water purifier has three purification stages like
◎ Pre-filter purification
◎ Silver-impregnated
◎ Activated carbon purification and health and taste Cartridge purification.
51
Usha Brita – Waterguard –Digital
This water purifier has a four purification stages like –
◎ Pre-filter purification, candle –filter 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.
52
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.
53
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.
Kent –wonder
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.
54
Zero B – Zero B Puriline 2L
This water purifier has a flow rate of 2 liters per minute. It has 3 purification stages like
◎ Pre-filter purification
◎ Post carbon cartridge purification
◎ Polyiodinated Resin purification
Zero B – Zero 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.
55
Zero B – The 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
◎ Activated carbon purification
◎ Reverse osmosis membrane purification
◎ Post Ro backup purification.
◎ Bacteriostatic Resin carbon Chamber – cartridge, which polishes water to ensure fresh
testing water. It has also auto flush timer.
Philips –WP 3890
56
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
new UV technology destroys known waterborne viruses. it comes with user replaceable filter
which can be replaced whenever indicated by the purifier system. It’s pure protected lock
feature locks the down the purifier if the filter is not replaced on time .
Philips –WP3891
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. It’s
feature include the pure flush that automatically flushes all the internal pipes and the UV
chamber.
Philips –WP 3892
Kenstar-WP-117
57
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.
Tata swatch
58
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 .
59
ANALYSIS OF THE COMPANY
60
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 firm’s resources
in terms of strengths and weaknesses. It makes an effective role to combine the firm’s
strengths in to specific capabilities and core competencies.
It helps to the company select the strategy that best exploits the firm’s 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 Aqua
Guard, 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.
61
Water purifier industry analysis:
.
62
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 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
Medium to high
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 tosubstitute-Price-performancetrade-off of substitutes
BUYER POWERBargaining leverageBuyer volumeBuyer informationBrand identityPrice sensitivityThreat of backward integrationProduct differentiationBuyer concentration vs. industrySubstitutes availableBuyers' incentives High
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. Company’s 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.
63
SWOT ANALYSIS OF WATER PURIFIER PUREIT
STRENTHS Company background
(Hindustan Unilever Limited)
Strong distribution channel. India’s first fully automatic
purifier. No hassles in purifying the
water Advance auto switch-off
technology Low maintenance cost No operating cost like- no
electricity, no plumbing, no gas etc.
One crore challenge of the company.
Certified by the leading scientific, medical, international institutions like –EPA, Ranbaxy laboratories etc.
WEAKNESSES
It does not remove any dissolved salt content in water.
It’s “Germ Kill Kit” work effectively in moderate humidity condition. ( not more than 25C)
After sales services are not effective.
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 and development program for the sales candidate.
Less innovative and not attractive advertisement.
OPPORTUNITIES India has second largest
population in the world. Approximately 48 %
population belongs to the middle income group.
Rising income of the people Increasing literacy rate of
the country Increasing awareness of the
people towards water born dieses.
Pilot project of the HUL Company increases the value of the water purifier.
THREATS Many competitors Increasing number of
competitors like -Tata swatch etc.
Effective advertising and promotional strategy of the competitors.
Large no of product line of the competitors like Aquaguard, Ushabrita.
Increasing the technology of the competitors like UV technology etc.
Attractive price range of the competitors.
64
INTERNAL
EXTERNAL
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.
65
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 PURIFICATIONPurification 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 FEATURESMaterial 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
66
RESEARCH METHODOLOGY TO UNDERSTAND THE CONSUMER BEHAVIOR ON SAFE DRINKIN
WATER
CONSUMER BEHAVIOUR
67
In today’s 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 and
factors 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 manager’s 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
Social class
Family
68
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- The individual determinants of
consumer behavior are—
Personality and self concept
Motivation and involvement
Learning
Memory
Attitude
69
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 for advancement 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 very big 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 following sources for collecting the data.
Primary data collected:For primary data collection a market survey has been done with the 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 of internet and existing report of salesperson of the company by talking to them and with the help of senior management also.
70
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 bacteria’s, 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.
71
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?
Yes – 24%
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.
Q.2) Are you aware of water born diseases? (Like as jaundice, diarrhea etc.)
Yes 84%
No 16%
72
Yes84%
No16%
YesNo
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 of waterborne diseases but there are some people who don’t know about it and because of this unawareness they don’t feel buying water purifier, whenever this kind of awareness programmed is organized by any company or government they didn’t take interest to them.
Q.3) Which type of existing drinking water source are you using?
Municipal supply water 80%
Hand pump 16%
73
Bore well 2%
Others 2%
Muncipal supply wa-ter
80%
Hand pump16%
Bore well2%
Others120%
Muncipal supply waterHand pumpBore wellOthers
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 can’t afford.
Q.4) How do you purify the water?
Normal 10%
Boiled 40%
74
Water purifier 42%
Others 8%
Normal10%
Boiled40%
Water purifier42%
Others8%
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.
Q.5) If yes, which purifier do you use?
Pureit 20%
Aquaguard or Aquasure 43%
75
Kent water purifier 20%
Philips 10%
Others 7%
PURE it AQUAGUARD KENT PHILIPS OTHERS
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
20%
43%
20%
10%7%
PURIFIER USED
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 in their 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.
Q.6) How do u come to know about this particular water purifier?
News paper 10%
TV advertisement 30%
76
Word of mouth 40%
Radio 10%
Others 10%
News paper10%
TV ad.30%
word of mouth45%
Internet10%
Others5%
News paperTV ad.word of mouthInternetOthers
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.
Q.7) Does your purifier remove pesticide impurities from drinking water?
Yes 50%
No 28%
77
Don’t know 22%
yes 50%
No28%
Don’t know22%
REMOVE PECTICIDE IMPURITY
yes NoDon’t 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 don’t 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 suffers from.
Q.8) Does your water purifier consume electricity?
Yes 64%
No 22%
78
Don’t Say anything 14%
Yes; 0.46
NO; 0.4
DON’T Say any-
thing; 0.14
Electricity Consumed
Out of sample size 100 people who are using purifier, 46% people said yes their purifier consume electricity, 40% people said their purifier don’t consume electricity and whereas I meet 14% people like that they don’t 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 Purifier because they are cheaper in cost, whereas middle class and uper middle class person don’t consider electricity as a big issue their man motive is which is best for them.
Q.9) Is your water purifier dependable on service after sales?
Yes- 56%
No 37%
Did not say anything 7%
79
No37%
Yes56%
Did not sayanything
7%
After Sales Service
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.
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
80
TV commercial - 55%
Road sh
ow
Visual
Merchan
dising
Direct
Marketi
ng
Tv co
mmercial
0%
20%
40%
60%
9%6%
30%
55%
MARKETING ACTIVITY
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.
Q.11) where do you prefer to buy a water purifier from?
Retail Outlets 25%
81
Franchisee dealers 10%
Direct marketing (Demo at your doorstep) 30%
coco 35%
Retail Outlets Franchisee dealers
Direct marketing coco stores0%5%
10%15%20%25%30%35%40%
25%
10%
30%35%
PREFERED PLACE TO BUY
Direct marketingFranchisee dealersRetail Outletscoco stores
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.
Q.12) While buying any water purifier what comes to your mind?
Cost 30%
82
Health conscious (service) 35%
Brand name 20%
Technology 15%
Cost30%
Health conscious
35%
Brand name20%
Technology15%
BUYING PREFERENCE
Cost
Health conscious
Brand name
Technology
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 can’t compromise with the help.
Q.13) Are you regularly updates from water cleaning appliances?
83
Yes 35%
No 50%
Apathetic or not interested 15%
Yes No Apathetic0%
10%
20%
30%
40%
50%
60%
35%
50%
15%
YesNoApathetic
UPDATES FROM WATER CLEANING APPLI-ANCES
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 don’t have interest to such kind of activity.
HUL PURIFIER PRODUCT SURVEY REPORT
SURVEY DONE ON SAMPLE SIZE OF 100 PEOPLE
84
Only the results necessary for the survey are tabulated
Q.1) Do you own any HUL PUREIT product?
Yes- 30%
No- 70%
Yes30%
PURE IT product
Out of sample size of 100 people, 30% people say that they have pure it product whereas 70 % say they don’t use this product.
So here we have a chance to sell out pureit product in this 70% area.
Q.2) If yes, which product you have purchased?
Compaq 25 %
85
Pureit M05 44%
Autofill 30%
Marvella 1%
Compaq M05 Autofill Marvella 0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
25%
44%
30%
1%
PURCHASED PRODUCT
Marvella Autofill Pureit M05 Compaq
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 of easily availability sound sales promotion and launched in initial stage by hul and its price strategy .
Q.3) Where you did heard about the product?
TV commercial - 70%
86
Newspaper print ads- 8%
In shop branding- 7%
Friend’s references- 15%
TV com-mercial Newspaper
print ads In shop branding Friend’s
references
0%20%40%60%80%
70%
8%7% 15%
HEARD ABOUT THE PRODUCT
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 have listen 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.
Q.4) Which thing attracted you for purchasing the pureit?
Price 25%
87
Technology 9%
Aesthetics 6%
Brand name 60%
Price Technology Aesthetics Brand name0%
10%
20%
30%
40%
50%
60%
25%
9%6%
60%
THINGS ATTRACTED FOR PURCHASING
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 come so if the branded product come with the cheaper price then people easily attract from this.
Q.5) How satisfied are you with customer service received of pureit?
Very Satisfied 15%
88
Satisfied 20%
Dissatisfied 25%
Very Dissatisfied 40%
Very satisfied 15%
Satisfied 20%
Dis satisfied25%
Very Dissatisfied 40%
Very satisfied
Satisfied
Dis satisfied
Very Dissatis-fied
SATISFACTION FROM CUSTOMER SERVICE
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 aware regarding water born diseases. which I learned from my experience after working on
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this project, mostly of them isn’t 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 the saltage 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
As per the survey done following were the findings and recommendations of the survey:
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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 higher and 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 1 crore 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 was spoil before time period .
Price structure should be revised
Customer service is something which company should pay more attention at.
Company’s R&D need to develop product which even purifies the salt water and make
fit for drinking.
BIBILIOGRAPHY
Websites
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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
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