SUBMITTED TO:

PROF. TRPTI MAHRA

PROJECT ON E-MARKETING ON E-PLANNING OF PURE IT

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SUBMITTED BY:

ATUL MISHRA (12013)

VIKASH KUMAR (12054)

Section-A

CONTENTS

INTRODUCTION ABOUT THE PRODUCT

E-PLANNING USING SOSTAC MODEL

SITUATIONAL ANALYSIS FOR PURE IT

OBJECTIVES FOR PURE IT

STRATEGIES FOR E-PLANNING OF PURE IT

TACTICS FOR PURE IT

ACTIONS AND CONTROL

BIBLIOGRAPHY

INTRODUCTION ABOUT THE PRODUCT2 | P a g e

Pureit is a range of water purifiers made by Hindustan Unilever currently sold

in India, Mexico, Brazil, Sri lanka, Nigeria, Indonesia and Bangladesh, consisting of

seven models: Pureit Classic, Pureit Advanced, Pureit Compact, Pureit Classic

Autofill, Pureit Intella, Pureit Marvella and Pureit Marvella RO. [1] Pureit was first

launched in Chennai in 2005[2]. Pureit claims to meet the E.P.A. germ-kill criteria.

Pureit Classic removes germs without needing electricity or pressurised tap water.

Pureit Classic costs Rs. 2200.

Pureit consists of four parts that purify the water in four stages: a

'microfibre mesh', a 'compact carbon trap', a 'germkill processor' and a 'polisher',

as branded by Hindustan Unilever. For the Pureit Marvella model, the microfibre

mesh has been rebranded as a 'pleated filter', while the compact carbon trap has

been rebranded as an 'activated carbon filter', along with a prefix of 'unique'. The

microfibre mesh functions as a sieve, filtering out visible dirt. The carbon trap

removes parasites and pesticides. The processor is a tablet consisting ofchlorine.

This stage removes bacteria and viruses. The polisher improves taste and clarity of

water and removes the residual form of chlorine from the water. These four parts

are collectively branded the germkill kit or the battery.

This battery needs continual replacing, as indicated by a germkill battery indicator

visible on the front of the device. Pureit also features an 'auto switch off'

mechanism whereby the filter prevents the flow of water following the

consumption of the germkill kit. This kit itself comes in various models. The model

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of the germkill kit determines how much water it can purify before the kit needs

replacing. There are currently four germkill kits available, ranging from 2250 litres

for Rs. 550 to a 1500 litre kit available for Rs. 400.

The germkill kit is designed to work at 25° C in moderately humid conditions. The

volume specified by the germkill battery assumes these conditions. The germkill

kit has an expiry date of three years from the date of packaging.

Pureit is available in seven models: Classic, Advanced, Compact, Autofill,

Intella, Marvella and Marvella RO.

Pureit Classic is the base model, and the first model introduced. It is available for

Rs. 2200. It has a capacity of 9 litres in the top chamber, and another 9 litres in

the bottom, transparent chamber.Total volume of this purifier is 23 litres.

Pureit Advanced is almost the same as the Classic model with 23 litre capacity.

However, the difference in this model is that it purifies water not once but twice

to remove the impurities in the water and is a way sleeker looking model. It retails

at Rs. 2800 but some online sites like Flipkart sell it for Rs. 2750.

Pureit Autofill is identical to Pureit Classic, but has the ability to refill itself

automatically if connected to a water supply using what is branded as a

'hydrosensor'. Pureit Autofill is available for Rs. 3200.

Pureit Compact is available for Rs. 1000. It has a capacity of 10 litres: 5 in the top

chamber, and a further 5 litres in the bottom. These three models are available in

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a choice of two colours, branded by Hindustan Unilever as burgundy and royal

blue.

Pureit Marvella has been branded as 'India's first fully automatic water purifier'.[4] Pureit Marvella is capable of automatically filling itself. Marvella also has an

'Insta-serve' jug: a jug that can be plugged into the purifier, and automatically

filled. Pureit Marvella also has a capacity of 4.5 litres. It is available for Rs. 6900.

All six Pureit models claim to provide water that meets the germkill criteria of

E.P.A. in regards to bacteria, viruses and pesticides without the use of electricity.

HUL claims Pureit does the following:

Meets E.P.A. germ kill criteria.

Provides complete protection from waterborne diseases caused by germs.

Is 'As Safe As Boiled Water'. This is also Pureit's tag line.

It has been tested by the following institutions:

SRL Ranbaxy Clinical Reference Laboratories, Mumbai, Maharashtra.

Sundaram Medical Foundation, Chennai, Tamil Nadu.

King Institute of Preventive Medicine, Chennai, Tamil Nadu.

Indian Public Health Association, Kolkata.

Institute of Public Health Engineers, Kolkata.

National Institute of Cholera and Enteric Diseases, Kolkata.

Central Food Technological Research Institute, Mysore, Karnataka.

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National Environmental Engineering Research Institute, Chennai, Tamil Nadu.

London School of Hygiene and Tropical Medicine, UK.

Scottish Parasite Diagnostic Laboratory, Glasgow, UK

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E-PLANNING USING SOSTAC MODEL

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SOSTAC® stands for:

Situation – where are we now?

Objectives – where do we want to be?

Strategy – how do we get there?

Tactics – how exactly do we get there?

Action – what is our plan?

Control – did we get there?

We’ve applied this approach in creating our Internet marketing planning

template and I’ve also used it in my books applying it to the core aspects of digital

marketing. You can see it gives a logical order for tackling your plan (with

iterations) and you should also use it to critically assess your processes. Ask, for

example what you may be weak at? Ask… Do we fail to complete situation

analysis? Are our goals unclear? Do we have a strategy? Do we control

performance using analytics?

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SITUATIONAL ANALYSIS FOR PURE IT

To understand the current and future environment in which the company

operates.

Involves consideration of all of these factors and will form the basis for defining

objectives, strategies and tactics.

It includes the following:

SWOT analysis

Demand analysis

Competitor analysis

Intermediary analysis

1.SWOT ANALYSIS

• Technique to understand Strengths, Weakness, Opportunities, and

Threats being faced in order to achieve a particular objective.

• SWOT helps to construct a strategy that aligns opportunities and

strengths.

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• To effectively differentiate yourself from your competitors.

• At the same time mitigating potential threats facing this strategy.

STRENGTHS OF PURE IT

Here are some questions we can use to help determine our strengths for pure it:

- Do we have any cost advantages (access to cheaper resources)?

- Do we make use of exclusive distribution rights?

- Do we have any logistical advantages?

- What do we do better than anyone else?

- What do our customers see as our strengths?

- What might our competitors say are our strengths?

WEAKNESS OF PURE IT

Weaknesses are opposite of strengths, or even just the absence of strengths in

particular areas.

- Are our resources too expensive, or our cost structure too expensive?

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- Are our distribution channels weak?

- Are our distribution rights non-exclusive or shared?

- If customers have left us, why was this?

- If we are consistently failing to make sales, why is this?

OPPORTUNITIES OF PURE IT

Examining the external environment may result in identifying new

opportunities.

Examine our already completed strengths and determine if any of them could

evolve into opportunities.

Additionally, we could examine our weaknesses to see if resolving any of them

would lead to opportunities.

• What are the major trends in the marketplace?

• What are the trends in government policy/law?

• How are people’s social behaviors changing?

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• How are populations changing?

• How are environments changing?

• What is likely to be our competitors focus in the coming years?

• What are customers asking for?

• Have we noticed changes in what our customers are buying?

• How are peoples lifestyles, working environments changing?

THREATS OF PURE IT

• Could customer needs or trends shift our customers away from us or our

product?

• Are there potentially new laws or regulations which could impact us?

• Could new technology render our business/ project/ skills/product

obsolete?

• What barriers are in our way preventing us from getting to where we

want to be, and can these be overcome?

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THE SWOT ANALYSIS

Strengths• Cheapest in local market• Wide range of purifier as

compared to physical store.

• Low overhead cost. Popular Platform

Weakness• No exclusive distribution

rights• Lack of Focus• Poor Customer Support• Limited Distribution

Opportunities• Hygiene factor towards

drinking water gaining popularity in market

• Increase in sales of purifier online.

Threats • Kent purifier big

competitor• Retail sales highly

concentrated for purifier• Online demonstration is a

difficult task.

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2.DEMAND AND COMPETITION ANALYSIS

There are three types of Water Purifiers in the market

Ultra violet based

Reverse osmosis based

Chemical based

The UV segment constitutes more than 55% of the industry and has its key focus

area for water Purifier manufacturers because of higher margins it offer. The

Indian water purifier market has tremendous potential with a market size of

approximately INR 1400 Cr ore. It is more evident from the fact that global majors

such as Philips and Hindustan Unilever have stepped in the area. In the years to

come, we can expect to see others entering the battle.

Competitors

Eureka forbes ltd

Aqua guard

Kent

Zero B

Tata swatch

kenstar

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Data interpretation and analysis

The below data is based on the sample size of 42 outlets

1.Type of water purifier stocked in outlets

Water purifier type No of outlets percentage

Storage 34 81

Inline 00 00

Both(storage & inline) 08 19

total 42 100

It is observed from above table that 81% of ooutlet have stocked only storage

water purifiers and 19% outlets have stocked both storage and inline purifier.

2.Brands of storage water purifier stocked in outlets

brands No. of outlets percentage

Pure it 19 45

Aqua sure 07 17

Others 16 38

total 42 100

3.Average sale of the storage water purifier

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Particulars in Rs. No. of outlets Percentage

1000-10000 08 19

10000-20000 14 33

20000-30000 12 29

30000-40000 04 09

40000-50000 02 05

Above 50000 02 04

4. Brand wise quantity of water purifier stocked

brand Units stocked by outlet percentage

Pure it 681 63

Aqua sure 062 06

Tata swatch 090 08

Kent 005 0.50

Usha 005 0.50

Rama & ganga 240 22

total 1083 100

5. Brand wise sales of water purifier per month

Brand Units stocked by outlet Percentage

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Pure it 553 64

Aqua sure 034 04

Tata swatch 062 07

Kent 002 0.25

Usha 002 0.25

Rama & ganga 215 24.50

total 868 100

6. The average shelf life of pure it

Shelf time (days) No. of outlets Percentage

1-5 26 62

6-10 14 34

11-15 02 04

Above 15 00 00

total 42 100

OBJECTIVES FOR PURE IT

Most e-marketing plans aim to accomplish multiple objectives such as:

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– Increase market share

– Increase sales revenue

– Reduce costs

– Achieve branding goals

– Improve databases

– Achieve customer relationship management goals

– Improve supply chain management.

THE OBJECTIVES FOR E-PLANNING OF PURE IT MAY BE CATEGORIZED AS

FOLLOWS:

Leveraging credibility of the company

offer tips, information and advices

creating awareness about the product as it will be displayed on the most

visited website like face book.

Improve the service of the customer and vendor as well

Putting all maintenance part on line to put the customer on comfort side.

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No customer database available on field.

Easy payment option.

Demonstration of product that will create awareness about the product.

Poor response from the customer in case of direct selling as they were not

allow to demonstrate. No customer database available on field.

STRATEGIES FOR E-PLANNING OF PURE IT

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SEGMENTATION

-Demographic segmentation

All age group people

Family income >15000

Lower-middle to higher social classes

-Geographic segmentation

Tier1 and tier 2 cities

Semi urban and urban areas

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-Psychographic segmentation

Hygiene oriented people(values)

Addicted to purified water(personality)

TARGETING

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User Segments Based on Online Viewing Behavior

Segment

Important Facts Online Time

Simplifiers

50% of total online purchases.49% have been online for over five years. Longest online tenure.

7 hours per month.

Surfers8% of active user population.32% of online time usage—far more than any other segment.

More than the average of 9.8 hours per month.

Connectors

36% active user population.40% have been online under two years.42% have made online purchases.

Less than the average of 9.8 per month.

Bargainers

8% of active user population.52% are eBay users.

Less than the average of 9.8 per month.

Routiners

6% have purchased online.They visit fewer domains.

9.8 hours per month.

Sportsters

4% of active user population.

7.1 hours per month.

Multi segment targeting due to accessibility, profitability, growth and distribution

system.

Social network users (who actively spends 2-3 hours per day).

Online shoppers (who generally used to shop online)

Hygiene oriented families

POSITIONING

– Help to create a desired image for a company and its products in the

minds of a chosen user segment.

– Concerns brands, the company itself, or individual products,

– Help to control brand image.

Positioning is the process of creating this image.

A position is the resulting view of the firm or brand from the consumer

perspective.

PURE IT can be position on the basis of:

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– Product or service attributes (“the finest water purifier”),

– High-tech image (“three process distilled purification”)

– Benefits (“storing capacity is 20 litres”)

– User categories (“best purifier for middle class families”)

– Comparison with competitors (“our purifier is less expensive than the

Kent & other purifiers”),

– Take an integrator position (“a full range of products and services”).

DIFFERENTIATION

“differentiation as the process of adding a set of meaningful and valued

differences to distinguish the company’s offering from competitors’ offerings.”

PURE IT can be differentiated along five dimensions

1. Channel differentiation- the distribution system is present in 18 two tier

and 6 one tier cities. The delivery response is within 2 days.

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2. Service differentiation- extensive network of service centres across all

distribution network. Online query resolve also available. Accessories to

every product also available online.

3. Product differentiation- product is differentiated on the basis of durability,

storage capacity and 3 processing filters.

4. Personnel differentiation- organization people are highly commited

towards the customer and service delivery.

5. Image differentiation- highly ethical in terms of its value creation.

CRM/PRM

Building relationship with customers by providing them various benefits and

facilities with our services. It does help in retaining and bringing new customers

also result in viral marketing in certain cases.

Loyalty programs

Customers will be acknowledged about the products accessories and the

time to change with the help of direct mailers.

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Maintaining customer databases to introduce them about the products and

services.

COMMUNICATION

the main idea is to communicate the message through an effective media and in a

right way so that it should reach the targeted segment in an efficient way and the

objective of communication should be achieved.

Videos: use of instream and inslate ads during the video on youtube.

Image: use of attractive images to communicate the message to our target

segment.

Text: using virtual text so that the messages can be efficiently decoded by

the receiver.

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DISTRIBUTION

A distribution channel is a group of interdependent firms that transfer product

and information from the supplier to the consumer.

Selling agents represents affiliate programme( affiliate websites)

Manufacturing agents represents travel reservation sites

Virtual mall represents yahoo stores

The distribution is done mainly through the outsourced logistical system.

• Logistical functions include physical distribution activities, such as:

• Transportation

• Inventory storage

• Aggregation of products

• Logistical functions are often outsourced to third-party specialists.

• Third-party logistics providers can manage the supply chain and provide

value-added services.(UPS,FEDEX)

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TACTICS FOR PURE IT

Actual ideas in action. Such as campaigns, which will be implemented are

the best way to describe tactics. This includes all the activities which will be

conducted. From social media campaigns to landing pages, website

optimization etc.

Result of this step- Concrete list of activities to implement.

It also includes the marketing mix and the communication mix of the

complete content of the plan.

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ACTIONS AND CONTROL

Actions and Control

The budget required for implementing the digital marketing plan must be

created. The resources needed along with a timeline. With the SMART

objectives it is also easier to have Key Performance Indicators for the

strategies. Using analytics these KPIs can be measured. They can then be

used to refine the marketing plan as well as report the outcome of the

marketing plan.

Result of this step- Timeline for the plan, Resource allocation,

Performance Measures.

Specify

Tasks

Resource

Partnering and outsourcing

Budget including cost for development and maintenance

Staff

Implement

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Risk assessment

Legal issues

Team organization and responsibilities

Development and maintenance process

Control

Identify a measurement process and metrics covering:

Business contribution (channel profitability C revenue, costs,

return on investment)

Marketing effectiveness (channel outcomes C leads, sales,

conversion, rate, channel satisfaction)

Online marketing effectiveness (channel behavior C page

impressions, visitors, repeat visits, conversion rates)

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BIBLIOGRAPHY

www.google.com

www.wikipedia.com

www.marketingmavens.in

www.yahoobook.org

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