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Water Purifiers in India1/28/2011 1

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1. Water & us

2. Water Purifiers, a snapshot

3. What is the Competition doing?

4. Understanding the Target Audience

5. The Product

6. The Research outcome

7. The proposed Proposition

8. The comprehensive communication strategy at launch

1/28/2011 2

The Agenda

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1/28/2011 3

The availability of clean water

is scarce, in India, and the

need and usage of clean water

is immeasurable, be it to wash

your face, hands and feet, or

taking a bath.

But for drinking purposes, pure water isabsolutely essential!

As is known, 80% of the diseases that

occur in our country are water-borne.

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Eureka Forbes AquaGuard is the dominant player in the market, followed by Kent,

Aquasure and PureIt.

Pricing is critical for success of a water purifier in the Indian market

Water purifier companies have also been focusing on advertising and after sales

service as a part of their marketing strategies

Sources: http://www.waterpurifiers.in /the-water-purifier-market-in-india-today.html, http://www.dare.co.in /opportunities /health-wellness /home-water-purifiers-business.htm

1/28/2011 4

Water Purifiers, its

Water Purifier market is valued at INR 9 bn in 2009 and is expected to grow significantly innear future. Penetration of Water Purifiers in India stands at 35% in Tier 1 cities and 11% in

Tier 2 cities. The market is dominated by the organized sector. Water purifiers generally use

chemical purification, ultraviolet treatment and filtration, or reverse osmosis techniques.

With more and more Indians becoming aware of the hazards of drinking impure water, the

demand for effective water purifiers is growing rapidly.

Drivers: Challenges: Scarcity of clean drinking water Lack of standards

Low penetration of water purifiers Low awareness levels

Increasing urbanization

Water borne diseases

Enhanced distribution

Increasing product portfolio

Rural expansion

Market

Drivers &

Challenges

Trends

Players

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AquaGuard leads by a margin, followed by Kent

Competition Overview

1/28/2011 5

HEALTHY FAMILY

With Hema Malini as their celebrity endorser,

theyve maintained their stance as the

protector of familys health

PAANI KA DOCTOR

AquaGuard has always been consistent in

communicating that theyre the water experts

PureIt, AquaSure and the rest.

Water pure enough for a baby

in the mother s womb.Claims to kill 1 crore viruses as

well as promoting convenience

as a payoff.

Consistently said they ensure

safe water. The latest ad says:Safe Water Insurance

2006

2007

2010

2007

2010

2009

2010

2009

2010

2008

2009

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1/28/2011 6Two key words: Safe & Pure

Two key words: Safe & Pure

Competition Overview

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Target Consumer

1/28/2011 7

Women.

25 years and above.

SECA,A+

Contemporary, modern, ambitious,

yet caring, multi-tasking, home-

makers.

They take decisions pertaining to the

house, its interiors, its necessities,whether theyre married or not.

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1/28/2011 8

Name: Nikita Sharma.

Age: 28

Journalist with TOI.

Recently married, stays in South Delhi (Saket or

Vasant Kunj) with her husband, who is a GM in the

corporate marketing division of an MNC.

She is quite social, mostly spends weekends withclose friends.

Brand conscious, but not flashy.

Woman of taste. Quite discerning. Would opt for

quality products

Drives an i20, while husband drives a Honda City.

Target Consumer

A psychographic sketch

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Target Consumer

1/28/2011 9

Women

Age: 25+

SEC: A, A+

They change their drinking water type

for health concerns as a primary reason.

Tap Water > Bottled Water > Purifier

Safety Tasty

= Trust

= RO

= International Brand

Past Present

Insights

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The key points so far

I. The demand for effective water purifiers is growing rapidly

II. Water purifier companies have to focus on advertising and after sales

service as a part of their marketing strategies

III. Two things that the category is talking about are Safety and Purity.

IV. Our primary target audience are the women of today, who are modern,

contemporary, and believe in the quality products.

1/28/2011 10

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Communication Strategy

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The Product

1/28/2011 12

1. Convenience

2. Hygiene

3. Purity

1. Convenience

2. Hygiene

3. Purity

1. Provide pure cold & hot water, instantly

2. Inside Care system (99.9% Sterilization), Stainless Steel Water tank

3. 4-Step RO Filter : Sedimentation / Pre-Carbon / RO / Post-Carbon

1. Provide pure cold & hot water, instantly

2. Inside Care system (99.9% Sterilization), Stainless Steel Water tank

3. 4-Step RO Filter : Sedimentation / Pre-Carbon / RO / Post-Carbon

Key benefits

Reason to believe

To create a proposition for the upscale market that would differentiate the

product from its competitors and be relevant to the target.

We also need to brand the product, which will give it a tech-edge personality.

To create a proposition for the upscale market that would differentiate the

product from its competitors and be relevant to the target.

We also need to brand the product, which will give it a tech-edge personality.

The challenge

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A brief look at the research

outcome

Concept test research

1/28/2011 13

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MethodologyMethodology

Respondents

Qualification

Respondents

Qualification

Sample

Composition

Sample

Composition

Housewives aged 25~54

Those who are decision makers of HA and have been main users

All respondents should bring their kitchen and water purifier photo

Housewives aged 25~54

Those who are decision makers of HA and have been main users

All respondents should bring their kitchen and water purifier photo

FGD + Face Sheet FGD + Face Sheet

Total : 4 Groups (10person per group)

Total : 4 Groups (10person per group)

TimeTime 2 hour 2 hour

AreaArea New Delhi New Delhi

Group Segment Income Level Recruitment Criterion

FGD 1

Perfect Carer (Classified

as per segmentation

tool)

Rich Households with

family income over INR

60,000 per month

Use Drinking water from RO/RO Hybrid

water purifier priced over INR13,000

Use Segmentation Tool for Classification

FGD 2

Taste Savvy (Classified

as per segmentation

tool)

Use Drinking water from RO/RO Hybrid

water purifier priced over INR13,000

Use Segmentation Tool for Classification

FGD 3

Intending Buyer of

Water Purifier in next 6months

Using Branded Bottled water (20- 25L)

for drinking at home.(May or may not own a water purifier)

FGD 4

Super Rich House hold

with Monthly income INR

300,000 and above

No requirement of type of drinking

water and water purifier ownership

F/WF/W Sep 15th ~ 16th in Hotel intercontinental Eros, Nehru Place Sep 15th ~ 16th in Hotel intercontinental Eros, Nehru Place

Research Design

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Directions from Research