marketing report on pureit

8/3/2019 Marketing Report on PureIt

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The Indian Water Purifier Market

It is estimated that roughly two thirds of the existing water purification market belongs to

UV water purifiers and one third is shared between reverse osmosis purification systems and chemical

purifiers. In the UV purifier segment, Eureka Forbes Aquaguard is the clear market leader with

approximately 68% market share. Other brands include Philips Intelligent Water Purifier and Kents

UV purifier. The UV purifier market is estimated to be growing at a lower rate than the chemical

based segment.

Reverse osmosis purifiers, which are rather expensive and not the preferred option in many areas,

have a smaller share of the market when compared with UV purifiers and chemical based systems. In

the reverse osmosis segment, Eureka Forbes is again the major player with 60% share. A majorportion of the remaining 40% belongs to Kent reverse osmosis Systems.

In chemical based water purifiers Hindustan UniLever is the market leader with more than 60%

market share. Its product (Pureit) is available across 21 Indian states and has reached more than

1million homes in India giving them access to microbiologically safe drinking water. Eureka Forbes

has a market share of approximately 20% and TATA Swach is a fringe player at this point.

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Food brands

HUL is one of Indias leading food companies. Our passion for understanding what people want and

need from their food - and what they love about it - makes our brands a popular choice.

Brooke Bond 3 Roses

Playful banter, a little mischief, serious conversation theres no time for young

couples like the time spent sharing a cup of 3 Roses.

Annapurna

Partnering with the mom in nurturing her dreams, Annapurna Atta is aimed at

helping her provide wholesome tasty nutrition to her family.

Taj - Mahal

Brooke Bond Taj Mahal is an exclusive selection of teas for the discerning

consumer.

Bru

Bru is the coffee brand of HUL.Its Indias largest coffee brand that offers a range

of products in Instant coffee, Conventional coffee and premixes....Its rich aroma

and unique blend makes every moment come alive.

Kwality Walls

A good honest scoop of daily pleasure. Kwality Walls, the brand with a big

heart, offers a range of delightful frozen desserts that bring smiles to the faces of

millions of Indians kids, teens and adults.

Home care brands

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

India.

Active Wheel

Active Wheel de "Mehnat se Aazadi" Freedom from painful & tiring laundry

Domex

The sheer power of Domex bleach gives you the confidence you need, eradicating

all known germs.

Rin

Rin provides best in class whiteness which is demonstrable.

Surf Excel

Giving your kids the freedom to get dirty and experience life, safe in the

knowledge that Surf Excel will remove those stains.

Vim

Created in 1885, the Vim brand is still innovating and using the magic of natural

ingredients to create unbeatable results over a hundred years later.

Personal care brands

Our personal care brands, including Axe, Dove, Lux, Pond's, Rexona and Sunsilk, are recognized and

love by consumers across India. They help consumers to look good and feel good and in turn get

more out of life.

Axe

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Axe with Best Quality Fragrance.

AXE is a cool, iconic, youth brand available in more than 60 countries. In India, Axe, which has been

launched in 1999, is the largest selling Male Deodorant.

Clinic Plus

Clinic Plus is Indias largest selling shampoo and has won the trust the millions

of families across India.

Clinic Plus understands that healthy hair is an important asset which helps

your family progress in life and empowers you.

Closeup

Freshness that brings you Closer.

Closeup is synonymous with Freshness that gives you the confidence to be

close to someone.

Dove

Dove stands for real beauty. All around the world, Dove is making real women

feel more beautiful!

Since 1993, Indian women have relied on Dove for beautiful skin. Dove is

known to be a keeper of promises and has given real products to women world over.

Fair & Lovely

More than 30 years ago, a unique brand was born. Wrapped within a humble

lavender tube, it went on to become the Worlds No.1 Fairness cream.

Lakme

Lakme is an ally to the Indian Woman and inspires her to express her unique

beauty and sensuality. Thus, enabling her to realize the potency of her beauty.

Lakme is the Indian womans Beauty Sutra inspiring expression of her

unique beauty and sensuality

Lifebuoy

Lifebuoy is available in multiple variants in soaps and specialist formats such as

liquid handwash, catering to the entire family.

Lifebuoy, an undisputed market leader for 112 years, has a compelling

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vision to make 5 billion people across the world, feel safe and secure by meeting their personal

care hygiene & health needs

Lux

Lux believes in passion for beauty. It continues to be a favorite with generationsof users for a sensuous experience of luxury.

Pears

Pears the purest and most gentle way to skincare!

Pears launched in India in 1902, exuberates a long heritage of purity. It is so

pure that you can actually see through it!

Pepsodent

Pepsodent India is committed to improve the overall Oral health of Indians.

Ponds

Get the expert to look after your skin

Ponds, has been listening to womens needs and desires for 150 years and

this has enabled us to deliver new products customised to their needs.

Ponds accompanies them on their journey to enhance the beauty of their skin.

Water Purifier -Pure it

Pureit is the worlds most advanced in-home water purifier. Pureit, a breakthrough offering of

Hindustan Unilever (HUL), provides complete protection from all water-borne diseases, unmatched

convenience and affordability.

Pureits unique Germ kill Battery technology kills all harmful viruses and bacteria and removes

parasites and pesticide impurities, giving you water that is "as safe as boiled water". It assures your

family 100% protection from all water-borne diseases like jaundice, diarrhea, typhoid and cholera.

Whats more, it doesnt need gas, electricity or continuous tap water supply.

Pureit not only renders water micro-biologically safe, but also makes the water clear, odorless 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).

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http://www.hul.co.in/brands/personalcarebrands/Lux.aspxhttp://www.hul.co.in/brands/personalcarebrands/Pears.aspxhttp://www.hul.co.in/brands/personalcarebrands/Pepsodent.aspxhttp://www.hul.co.in/brands/personalcarebrands/Ponds.aspxhttp://www.hul.co.in/brands/personalcarebrands/Ponds.aspxhttp://www.hul.co.in/brands/personalcarebrands/Pepsodent.aspxhttp://www.hul.co.in/brands/personalcarebrands/Pears.aspxhttp://www.hul.co.in/brands/personalcarebrands/Lux.aspxhttp://www.hul.co.in/brands/personalcarebrands/Lux.aspxhttp://www.hul.co.in/brands/personalcarebrands/Pears.aspxhttp://www.hul.co.in/brands/personalcarebrands/Pepsodent.aspxhttp://www.hul.co.in/brands/personalcarebrands/Ponds.aspx


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The performance of Pureit has also been tested by leading scientific and medical institutions in India

and abroad.

This patented technological breakthrough has been developed by HUL. This state-of the-art

engineering developed by a team of over 100 Indian and international experts from HUL and Unilever

Research Centers has made Pureit possible at the consumer price of just Rs. 2000.

Pureit runs with a unique Germ kill Battery Kit that typically lasts for 1500 liters* of water. The

Germ kill Battery Kit is priced at Rs.365. This means consumers will get 4 litres of water that is as

safe as boiled water for just one rupee, which works out to an extremely affordable 24 paise per

litre.

Pureit in-home purification system uses a 4 stage purification process to deliver as safe as boiled

water without the use of electricity and pressurized tap water.

Pureit purifies the input drinking water in four stages, namely;

1. Micro-fiber Mesh- Removes visible dirt

2. Compact Carbon Trap- Removes remaining dirt, harmful parasites & pesticide impurities

3. Germ kill Processor TM uses 'programmed chlorine release chlorine technology' and its stored

germ kill process targets and kills harmful virus and bacteria

4. Polisher TM removes residual chlorine and all disinfectant by-products, giving clear odorless and

great tasting water

Battery Life Indicator - Ensures total safety because when the germ kill power is

exhausted, the indicator turns red, warning you to replace the battery

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Product analysis (Pureit)

Pureit - a water purifier designed and developed to provide as safe as Boiled water

Performance

Pureit removes visible dirt, kills all viruses and bacteria, removes parasites and pesticide impurities

giving you water that is as safes as boiled water

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Additional Features:

Great sensorial Clear, odour -free water : removes organics, pesticides, suspended matter

(turbidity)

Anytime , anywhere performance : works

Without electricity

Without piped water

Convenience No hassles of boiling, No maintenance costs like plumbing

Cost Rs. 1/- for every 4 Liters of water

The Technology:

Chlorination of water is a known fact & is used as a worldwide phenomenon by municipal

corporations for supply of potable water.

It kills all bacteria and viruses in water.

However chlorine added to water by these corporation is not done scientifically especially in

third world countries. Hence the amount of chlorination may be more or less depending on

the quantity of water; thus again

making this water unsafe for human

consumption.

Frame

Non woven (polyester cloth filter)

MICRO FIBRE MESH

Material Non woven polyester

Removes suspended particulate > 10 micron

Reduces filtration load on CCT

Average flow rate of 5 lit/min

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COMPACT CARBON TRAP

Material intermediate activated

carbon

Binder is used for holding the carbon

granules

Removes particulate impurities < 10

micron

Removes organic load improves

taste of water

Removes pesticides

Removes cysts

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GERM KILL PROCESSOR

Attached with batching chamber. Stored germ-kill power target and kill harmful viruses and bacteria Unique Auto Switch off Technology

> After the battery life indicator turns fully red, the purifier will begin to overflow from

the battery life indicator on the front side.

> Some water may still pass through the purifier. However, please note that the purifier

has stopped purifying water & the water may no longer be safe for drinking.

> The purifier has been designed to overflow to indicate that the battery has not been

replaced even after it has turned fully red.

POLISHER

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Made by activated granular carbon and coated by silver.

This design has reduced pressure drop, eliminating the level of fines coming in the water and

reduced wastage of plastics in battery

Removes chlorine and disinfection by-products.

Radial flow design low pressure drop.

Finally removes all odour , makes water visually clear & gives great tasting water.

Performance testing

Leading scientific institutions

Central Food Technology Research Institute.

National Institute of Cholera and Enteric Diseases

Indian Public Health Association

Institution of Public Health Engineers

Leading Medical Institutions

King Institute of Preventive Medicine

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Sundaram Medical Foundation

Apollo Hospitals

SRL Ranbaxy Clinical Reference Laboratories

Leading International Institutions

London School of Hygiene and Medicine UK

Scottish Parasite Diagnostic Laboratory, Glasgow, UK

SEGMENTATION ,TARGETING AND POSITIONING OF PUREIT

The domestic water purifier appliances market is estimated to be Rs 450 crore. This category was not

growing very fast because of the high cost of the product. The entry level water purifier was costing

anywhere between Rs 5000- Rs10,000.The company uses the following differentiation points against

the main competitor Aquaguard by claiming that the product works without gas/electricity thus the

cost per litre of pure water is very less. More over the brand is priced as the lowest priced purifier

compared to Aquaguard or Kent.

Product Segmentation

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Hindustan Unilever sells different water-purifiers on the basis of classifying their utility and price

affordability. The water purifiers are classified as follows:

(1)Pureit Compact Rs 1000 /-

(2)Pureit Classic Rs 2000 /-

(3)Pureit Autofill Rs 3200 /-

(4)Pureit Marvella Rs 6900 /-

They are looking at segmenting the VFM (value for money) storage water purifier market with new

products and technologies to provide the benefits of pure drinking water by riding up and down the

price value chain. It has decided to straddle the water purification pyramid completely in terms of

pricing and products in the home water drinking segment. Having entered the premium segment with

Pureit Marvella, there are chances of it bringing out more upgraded products with increasing price

points to cater to all sets of consumers.

Targeting

The brand is mainly targeting households and student communities staying away from home.

Positioning

Pureit is being positioned on the basis of its performance. The brand claims that the water from the

purifier is ' as safe as the boiled water '. By claiming that it purifies water as safe as boiling water,

Pureit is trying to achieve Points of Parity with Aquaguard and Kent which also claims the same

feature. Along with this POP, the brand tries to differentiate on the following points:

a. no electricity/gas

b. Low Cost per liter

c. Price of the product is also low

The brand uses the tagline As Safe as Boiled water .

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The product is the physical product or service offered to the costumer. In the case of physical product,

it also refers to any services or conveniences that are part of the offering. Product decision includes

aspects such as functions, appearance, packaging, service, warranty, etc.

Price:

Pricing decision should take into account profit margins and the probable pricing response of

competitors. Pricing includes not only the list price, but also discounts, financing, and other options

such as leasing.

Place:

Place decisions are those associated with channels of distribution that serve as the means for getting

the product to the target customers. The distribution system performs transactional, logistical, and

facilitating functions.

Promotion:

Promotion decisions are those related to communicating and selling to potential consumers.

Since these costs can be large in proportion to the product price, a break-even analysis should be

performed when making promotion decision. It is useful to know the value of a customer in order to

determine whether addition customers are worth the cost of acquiring them.

PRODUCT/SERVICE STRATEGY OF WATER PURIFIER

4 varieties available in the market

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Easy availability nation wide

Best quality of used plastic [ABS ( Acrylonitrile Butadiene Styrene ) food

grade]

Best quality based technological parts used.

Designed and developed to provide As safe as Boiled Water

Very attractive design in various colors.

Pure it removes visible dirt, kills all harmful viruses and bacteria.

Removes parasites and pesticide impurities

Great sensorial- Clear, odor-free water: removes organics, pesticides,

suspended matter (turbidity)

Anytime, anywhere (portable) performance : works-without electricity,

without piped water

Very easy to use

Convenience No hassles of boiling, No maintenance costs like Plumbing

Cost- Rs.1 /- for every 4 Liters of water

Top most brand name ( Hindustan Unilever Ltd )

Quick service ( within 24 hours )

6 months warranty period

PRICE STRATEGY OF WATER PURIFIER

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Product price range between Rs.1000 6900

Very Low cost of maintenance.

Low cost for products.

Best price compared to competitors.

Attractive discount on replacement of device for customer

No credit terms

Attractive allowance for dealers

PROMOTION / MARKETING COMMUNICATION STRATEGY OF WATER

PURIFIER

Activated subscription immediately

Quick installation of products

Good repair services

Free Services during life time

Commercial TV advertisements

Advertisement in newspapers

Brochure

Sales force (8000+ across country)

1 crore safety challenge.

Marketing surveys through:-

Kiosk

Demonstration

Cold call

Reference by old customer

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PLACE / DISTRIBUTION STRATEGY OF WATER PURIFIER

Launched in Chennai : Ending of 2003

Identify the places having high impurities in water.

Identify the places which are more prone to diseases.

National wide launch in 2007 1st quarter.

Now present in all states

Where possibility for direct sales is more (urban areas mostly)

Easy availability of product (Good Transport facility )

Comparison with nearest competitors

KEYSAFETYFEATURESPUREIT

MARVELLA

TATA

SWACH

EUREKA FORBES

AQUASURE

KENT

CRYSTAL

Removes harmful

viruses,

bacteria and

parasites

End-of-life indicator

Automatic Safety

lock

FULLYAUTOMATIC

FEATURES

PUREIT

MARVELLA

TATA

SWACH

EUREKA FORBES

AQUASURE

KENT

CRYSTAL

Availability of

Storage

Insta-serve jug

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Automatic filling

No electricity

Auto On/Off

SWOT Analysis

Conclusion

Hindustan Unilever ltd. is a leading FMCG company in India and from last three consecutive

years has shown accelerated growth in FMCG portfolio. Customers in India are also spending more in

FMCG as their standard of living is growing. HUL has placed itself successfully in the position of

market leader in FMCG products. Though there was some downfall in sales and profit of the company

in the beginning of this decade but after that HUL has shown considerable rise in both sales and

profit.

We found many Water purifiers available in the market, which can be compared with Pureit.

As a conclusion we found that Pureit is doing well and its performance is best in non-electric water

purifiers. After this study it was found that the main competitor of PureIt is Aqua guard (Eureka forbs

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Ltd). According to our findings, we found that Pureit is the market leader in the chemical water

purifier market.

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marketing report on pureit

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