PREFACE

Preparing a project of this nature is an arduous task and I was fortunate enough to get support from a large number o persons. I wish to express my deep sense of gratitude to all those who generously helped in successful completion of this report by sharing their invaluable time and knowledge. It is my proud and previledge to express my deep regards to Respected HOD Dr.Pramesh Gautam, Head of Department of Business Management , SVNU, SAGAR for allowing me to undertake this project. I feel extremely exhilarated to have completed this project under the able and inspiring guidance of MR. NEERAJ GAUTAM HE rendered me all possible help me guidance while reviewing the manuscript in finalising the report. I also extend my deep regards to my teachers , family members , friends and all those whose encouragement has infused courage in me to complete to work successfully.
SACHIN JAIN MBA 1 ST SEM..

ACKNOWLEDGEMENT
Preparing a project of this nature is an arduous task and I was fortunate enough to get support from a large number o persons. I wish to express my deep sense of gratitude to all those who generously helped in successful completion of this report by sharing their invaluable time and knowledge. It is my proud and previledge to express my deep regards to Respected , Head of Department Dr.Pramesh Gautam, Department of Business Management , SVNU, SAGAR for allowing me to undertake this project. I feel extremely exhilarated to have completed this project under the able and inspiring guidance of He rendered me all possible help me guidance while reviewing the manuscript in finalising the report. I also extend my deep regards to my teachers , family members , friends and all those whose encouragement has infused courage in me to complete to work successfully.

SACHIN JAIN MBA IST SEM.

DELCLARATION BY THE CANDIDATE

Date : I declare that the project report titled " MARKETING STRATEGY OF TOP FIVE BRAND OF WATER PURIFIRE" on Market Segmentation is nay own work conducted under the supervision of MR. NEERAJ GAUTAM Department of Business Management,

SVNU, SAGAR

To the best of my

knowledge the report does not contain any work , which has been submitted for the award of any degree , anywhere.

SACHIN JAIN MBA IST SEM.

CERTIFICATE
The project report titled " " MARKETING STRATEGY OF TOP FIVE BRAND OF
WATER PURIFIRE

" been prepared by ANKIT JAIN MBA IST SEM., under the

guidance and supervision of MR. NEERAJ GOUTAM for the partial fulfillment of the Degree of MBA.

Signature of the Supervisor

Signature of the Head of the Department

Signature of the Examiner

INTRODUCTION
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 waterrelated infections such as water born diseases are enormous, and exacts a particularly high burden among young children. Safe water, proper hand washing are key environmental interventions to reduce the prevalence of diarrhea. A variety of methods exist to treat drinking water at the point-of-use (POU), including boiling, using filters, chlorination, and combined methods like filtration and chlorination, or flocculation and chlorination. Even where households have access to one or several methods, research shows that worldwide, only a small percentage of them routinely and consistently treat their water.

To address some of the challenges created by lack of access to safe water, in 2007 HUL launched Pureit water purifier to access the safe and reliable drinking water. The general goal of this project was to increase demand for water treatment and to identify the potential of HULs Pureit. Pureit is a household-based water treatment product that combines disinfection with removal of dirt and other pollutants and transforms turbid contaminated water into clear, potable water.

I have worked on this project to evaluate the consumer behavior regarding safe drinking water, to create awareness about water born diseases, to introduce Pureit water purifier to those, who are not aware of Pureit, to provide the motivation as well as information for its use and to take feedback of Pureit from those who have been using this water purifier. Specially the product of HUL water purifier will help to creating awareness to towards the people, who are living in the rural area. HUL Company has strong distribution channel in the rural area of India and 70 % population of India live in the rural area in which most of the people have no awareness regarding water dieses, so due to its strong network people will be aware to water dieses.

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.

INTRODUCTION OF HUL
Hindustan Unilever is the Indias Largest Fast Moving Consumer Goods Company with the vision of to earn the love and respect of India by making a real difference to every Indian. HUL with a strong portfolio of foods, personal care, home care and in water division product which touches the lives of 2 out of 3 Indians everyday that help to the people feel good, look good and get more out of life. Head quarter of the HUL company is in Mumbai and 65000 employees (Direct &indirect) are in the company.IN 2009-10 HUL generated a net sales of rs.17524crs with net profit of rs.2202crs by their competitive strategy ,which are winning with brands and innovation, winning in the market place, winning through the continuous improvement. HUL started journey in 1888 to introduced the Sunlight Soap Bars, embossed with words Made in England by Lever Brothers with it began an era of fast 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

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.

HISTORY OF THE HUL

1888 - 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 1996- HLL and BBLIL merged 1998- Ponds India Ltd. Merged with HLL 1998- HLL acquired Lakme 1998- Company acquired Modern Foods 2000- Government decided to award 74% equity in Modern Food to HUL 2001- Project Shakti was started. group & TOMCO merged with HLL

2002- HUL acquired the governments remaining stake in Modern Foods. 2003- HUL acquired the cooked Shrimp and Pasteurized Crabmeat business of the 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. Amalgam Group

PRODUCTS OF HINDUSTAN UNILEVER LIMITED

WATER PURIFIERS

OBJECTIVE OF THE COMPANY

To know about the different brands of Insurance. To know about the customer satisfaction To know about pricing to Insurance To know about market share of insurance To know about the customers services.

RESEARCH METHODOLOGY
According to Green and Tall A research design is the specification of the methods and procedures for acquiring the information needed. It is the overall operational pattern or framework of the project that stipulates which information is to be collected, from where it is to be collected and by what procedures

This research process based on primary data analysis and secondary data analysis will be clearly defined to meet the objectives of the study.

I chose the primary sources to get the data. A questionnaire was designed in accordance with our mentor in Ketchup. I chose a sample of about 30 corporate customers I collected some data from the secondary sources like published Company documents, internet etc. Research Design A research design is the arrangement of conditions for collections and analysis of data in a manner that aims to combine relevance to the research purpose with economy in procedures. It is a descriptive cross sectional design .It is the conceptual structure with in which research is conducted; it constitutes the blueprint for the collection, measurement and analysis of data.

It is needed because it facilitates the smooth sailing of the various research operations, thereby making research as efficient as possible yielding maximal information with minimal expenditure of effort, time and money. In the preliminary stage, my research stage constituted of exploratory study by which it is clear that the existence of the problem is obvious .So, I can directly head for the conclusive research. Sampling Plan Sampling plan is a distinct phase of research process. In this stage I have to determine who is to be sampled, how large should be the needed sample and how sampling unit is to be selected. Population In my research, I have defined my population as a complete set of customers of Sagar City. Sample Survey As compared to census study, a sample study has been conducted by us because of: Wide range of population, it was impossible to cover the whole population Time and money constraints. Sample Unit In this survey I took the list of customers from the dealers of Ketchup Sampling Technique

Sampling technique implies the method of choosing the sample items, the two methods of selecting sample are: Probability method. Non-probability method. Probability method is those in which every item of the universe has an equal chance of the inclusion in the sample. Non-probability methods are those that do not provide every item in the universe with known cause of being included in the sample. The selection process is partially subjective. For my study, I employed the Non-probability sampling technique, in which I got the data of the customers from the dealer of Ketchup.

HUL COMPANY ANALYSIS, STRATEGIES AND SOCIAL RESPONSBILITIES

CATEGORY WISE SALE GROWTH OF FMCG SECTOR OF HUL IN INDIA:

Particulars

Key Brands

Fabric wash Personal Wash Dish wash Skin Shampoo

Surf Excel, Wheel Dove, Lux, Lifebuoy Ponds

Market Size (in Rs Cr.) 8988 6632

Market Share 37.5% 54.3% 57.3%

Rank

1 1 1 1 1 1 1 1 1 2 2

2792 2168

54.5% 47.8% 59.7%

Sunsilk, Clinic plus Talcum Powder Packet Tea Red Label Coffee Jams Toothpaste Pepsodent, Closeup Ketchups Bru

4452 708

22.7% 44.0% 67.5%

2764

29.5% 28.1%

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.

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

FMCG industry analysis:

SUPPLIER POWER

Low

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

.
OTHER STAKEHOLDERS
Relative power of unions, govt

High

Low to medium
DEGREE OF RIVALRY

High THREAT OF SUBSTITUTES

-Switching costs -Buyer inclination to substitute -Price-performance trade-off of substitutes

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

-Exit barriers -Industry concentration -Fixed costs/Value added -Industry growth -Intermittent overcapacity -Product differences -Switching costs -Brand identity -Diversity of rivals -Corporate stakes

BUYER POWER
Bargaining leverage Buyer volume Buyer information Brand identity Price sensitivity Threat of backward integration Product differentiation Buyer concentration vs. industry Substitutes available Buyers' incentives

low

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 consumers expectation.

Bargaining Power of Suppliers:

The bargaining power of suppliers of raw materials and intermediate goods is not very high. There is ample number of substitute suppliers available and the raw materials are also readily available and most of the raw materials are homogeneous. There is no monopoly situation in the supplier side because the suppliers are also competing among themselves.

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.

 Maintain the ecosystem by their activities- companys commitment to sustainability requires us to go beyond our own operations and reduce our total environmental footprint. Company ensures that their impact on the environment is minimized across the value chain, starting from sourcing materials to the consumer use.

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 companyProject 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.

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?

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.

INTRODUCTION OF WATER PURIFIER PUREIT

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 worlds most advanced in-home water purifier. Pureit, a breakthrough offering of Hindustan Unilever (HUL), provides complete protection from all water-borne diseases, unmatched convenience and affordability. Pureits unique Germ kill Battery technology kills all harmful viruses and bacteria and removes parasites and pesticide impurities, giving you water that is "as safe as boiled water". It assures your family 100% protection from all water-borne diseases like jaundice, diarrhea, typhoid and cholera. Whats more, it doesnt need gas, electricity or continuous tap water supply. Pureit not only renders water micro-biologically safe, but also makes the water clear, odourless and good-tasting. Pureit does not leave any residual chlorine in the output water. The output water from Pureit meets stringent criteria for microbiologically safe drinking water, from one of the toughest regulatory agencies in the USA, EPA (Environmental Protection Agency).

HISTORY OF THE WATER DIVISION

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 worlds reported cases of polio, a crippling disease which is water borne, occurs in India. Each year, diarrhea kills 5, 00,000 Indian children.

Water is pure at the source which is the municipal treatment plant. But it comes to our house through pipes which are very old and have rusted, which may be cause of contamination Sewage lines are also in contact with underground water pipes. People also break open pipes at places to have access to water. These open cracks 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 Indias first fully automatic purifier, which automatically store the water, purify the water and dispense the service automatically for not only satisfaction of the consumer but delight them by their automatic services. So there are three model of Pureit. M05 AUTO FILLING MARVELLA

MODEL NO M05 AND ITS STAGES OF PURIFICATION

STAGES OF PURIFICATION
M 05 model Pureit system uses a 4 stage purification process to deliver as safe as boiled water without the use of electricity and pressurized tap water. Pureit purifies the input drinking water in four stages. 1. 2. 3. 4. Micro Fibre Mesh (MFM) Compact Carbon Trap (CCT) Germ Kill processor (chlorine Cartridge) 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.

COMPACT CARBON TRAP

Compact Carbon Trap which is made by the activated carbon and binder to used for holding the carbon granules. This is the second stage of purification in which, water passes through a compacted carbon filter which removes particulate matters of 310 micron size. This removes pesticides, cysts and other organic impurities- improve taste and provide clarity to water.

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

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)

AUTO FILLING
Auto filling also purify the water like the M 05 model. The basic difference between the M05 model and the auto filling is that it automatically fills the water in the chamber according to their requirement because it directly connected through the water pipeline. And in the auto fill system we can fill the water manually.

MARVELLA

Indias first fully automatic purifier which automatically starts- stops- purifies- stores water that is safe as a boiled water and serve the water automatically because insta serve jug keeps the water always ready to be served. Total capacity of Marvella is 4.5 liters, in which Instaserve 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.

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.

Features of the Marvella Automatic features

No electric Automatic on/off features Automatic storage Insta serve jug

Automatic safety
World 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.

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

ORGANIZATION STRUCTURE OF THE COMPANY

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

Its a silver activated carbon containing silver ion and ceramic filter inside the storage tank enable to prevent the microbial proliferation inside the tank and maintain the fresh taste of water at all times.

Along with above purification it storage tank is sealed for outer contamination. it comes with 8.5 liters of storage capacity . It has other utility features like dual overflow protection

system. It is certified by the worlds foremost water body, water quality association, USA with its gold seal.

Whirlpool-Purafresh Deluxe

This purifier has different purification stages1. 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.

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.

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.

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.

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.

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

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.

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. Its comes with 8 lts. Of storage capacity.

Usha Brita Waterguard SF620T

This water purifier has three purification stages like re-filter purification ilver-impregnated ctivated carbon purification and health and taste Cartridge purification. A S P

MARKETING STRATEGY
Product and service strategy of the company
Different varieties of the product Easy availability nation wise. Best quality of used plastic (ABC food grade) Best quality based technological parts used. Designed and develop to provide as safe as boiled water Very attractive design in three colours. Pureit and Marvella removes visible dirt kills all harmful viruses and bacteria. Removes parasites and pesticide giving us as safe as boiled water. Removes chlorine and other contaminants to make water clean, odourless and of 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. Advertisement in news paper. Broacher Sales force (8000+across country) Marketing surveys.

ANALYSIS OF THE COMPANY

MARKETING ANALYSIS
We can do the different analysis of the company to understand the company strategy, competitor strategy and it helps the company to make a proper and effective strategy for product in future to compete with the competitors. Advantage of the analysis It helps to the company to expand their business and identify and classify the firms resources in terms of strengths and weaknesses. It makes an effective role to combine the firms strengths in to specific capabilities and core competencies. It helps to the company select the strategy that best exploits the firms capabilities and competencies relative to the external opportunities. There are different tools which we can use to analysis of the company.

Industry analysis SWOT analysis Comparative analysis INDUSTRY ANALYSIS

Rivalry among Competing Firms- In the Water purifier Industry, rivalry among competitors is very fierce. There are lots of competitors in the water purifiers like 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.

Water purifier industry analysis:

SUPPLIER POWER Medium

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

.
OTHER STAKEHOLDERS
Relative power of unions, govt

High

Low to medium
DEGREE OF RIVALRY

High THREAT OF

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

-Exit barriers -Industry concentration -Fixed costs/Value added -Industry growth -Intermittent overcapacity -Product differences -Switching costs -Brand identity -Diversity of rivals -Corporate stakes

SUBSTITUTES
-Switching costs -Buyer inclination to substitute -Price-performance trade-off of substitutes

BUYER POWER
Bargaining leverage Buyer volume Buyer information Brand identity Price sensitivity Threat of backward integration Product differentiation Buyer concentration vs. industry Substitutes available Buyers' incentives

Medium to high

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. Companys also providing attractive discount on replacement of device for customer. So the bargaining power of the customer is very high. Bargaining power of the supplier- The bargaining power of suppliers of raw materials and intermediate goods is not very high. There is ample number of substitute suppliers available and the raw materials are also readily available and most of the raw materials are homogeneous. There is no monopoly situation in the supplier side because the suppliers are also competing among themselves.

ABOUT COMPETITORS
BRAND NAME IMAGE (HUL) EUREKA FORBS LTD(EFL)

MODEL PRICE MACHINE FEATURES Type of Water Purifier Storage Capacity (Litres) METHODS OF PURIFICATION Purification Stages Pre-Filter Purification Silver-Impregnated Activated Carbon Candle-Filter Purification Ultra-Violet Purification Reverse Osmosis Other Methods MAKE AND PHYSICAL FEATURES Material of Body Colours Available Product Life Indicator Availability Auto Switch Off Technology OTHER ADVANTAGE Germ kill performance standard Power Required DIMENSIONS Height (mm) Depth (mm) Width(mm) Weight (Kgs) AFTER SALES SERVICE Warranty Period (Years) Help line no Turnaround Time Charges

PURE-IT Rs 2000/Storage 18 ltrs

AQUASURE Rs 2990/Storage 13 ltrs

4 Yes Yes No No No Germ Kill Processor and Unique Polisher

4 Yes Yes No No No Active Disinfectant / Special Carbon

ABS Plastic Royal Blue & Burgundy Yes Yes Environmental Protection Agency (EPA), USA Certified No 610 260 290 4.1 Life time 1860-180-1000 24-48 hrs No charges

Food grade ABS Plastic White and Blue No No NOT Certified NO 540 302 302 3.4 1Yr 9223600600 24 hrs flat If out of warranty

CONSUMER BEHAVIOUR
In todays challenging and competitive of fast changing technology, consumer tastes are also characterized by fast changes. So to survive in the market the firms have to be in touch with the changing consumer preferences. Marketers have to understand consumer behavior 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 managers interest lies exactly in understanding consumer behavior to ensure that his marketing strategy results in purchasing product.

DETERMINANTS OF CONSUMER BEHAVIOR

The study of consumer behavior is quite complex, because of many variables involved in their tendency to interest with and influences each other. The main determinants of consumer behavior are

1. External variables
1. Individual determinants of consumer behavior External variables - The external environment is made up of various influences such as Culture Sub culture Social class

Family Reference group Personal factors such as age, life cycle, education, occupation, life style, personality etc.

These all are major determinants of consumer behavior.

2. Individual determinants of consumer behavior- The individual determinants of consumer behavior are Personality and self concept Motivation and involvement Learning Memory Attitude

LIMITATIONS:

These project works also have some limitation which I had to face while doing survey and conducting interview through questionnaire with the people. Due to limited time constraints which were only two months I could not find the accurate data and the people with whom interview was being conducted where not responding well so I had to struggle. Whether some of them responded well and they were also excited to know about the waterborne diseases and how Pureit works to remove all the bacterias, viruses, pesticides and parasites present in water. Although I have tried to take care of everything, still due to sample size there may be some chances that it could not be generalized. Apart from this the response errors were also there because some of the respondents gave more than one answer for a single question, which were of little use for me.

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 No 84% 16%

Out of sample size of 100, 16% people do not aware of water borne diseases, whereas only 84% people aware about water borne diseases. So a large number of people are aware of waterborne diseases but there are some people who dont know about it and because of this unawareness they dont feel buying water purifier, whenever this kind of awareness programmed is organized by any company or government they didnt take interest to them.

Q.3) Which type of existing drinking water source are you using? Municipal supply water Hand pump Bore well Others 80% 16% 2% 2%

According to the above pie chart, it is clear that out of sample size of 100- 80% people use municipal supply water for drinking purpose, whereas 16% people use hand pump water, 2% people use bore well water and only 2% people use other sources of water for drinking. As from this above information highest people consume munciple water for drinking because of in their area water is saltage or contaminted till 80-90 feets if they want to go for boring upto 200 feets then they only will be able to get safe water which they cant afford.

Q.4) How do you purify the water?

Normal

10%

Boiled

40%

Water purifier

42%

Others

8%

According to the survey only 42% people use the water purifier, 40% people purify the water by boiled the water, and 10% people normally purify the water like they use jilter etc. to purify the water and rest 8%purify the water by others different method.

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

Pureit Aquaguard or Aquasure Kent water purifier Philips Others

20% 43% 20% 10% 7%

Out of sample size 100 people who use purifier, 43% people are using Aquaguard purifier whereas Pureit and Kent is used equally by 20% people while Philips is used only 10 % people and other purifier is used by only 7% people.

On the basis of this information we can easily can understand the highest number of consumer of the Ghaziabad used Aquaguard purifier because of saltage water is present 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%

Word of mouth

40%

Radio

10%

Others

10%

Consumers are able to get the more information from word of mouth because water purifiers do the maximum sales by door to door procedure. So it has a 45% from word of mouth, 10% from the news paper, 10% from the internet, 30%from the TV ad and rest of the get information from the others sources like radio etc.

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

Yes

50%

No

28%

Dont know

22%

Out of sample size 100 people, 50% people know that their purifier remove pesticide impurity, 28% people say that their purifier do not remove pesticide impurities where as only 22% people say that they dont know about that.

From this information I have to make them aware about skin diseases and teeth diseases and hair loss etc. these are such type of diseases which many people suffers from.

Q.8) Does your water purifier consume electricity?

Yes

64%

No

22%

Dont Say anything

14%

Out of sample size 100 people who are using purifier, 46% people said yes their purifier consume electricity, 40% people said their purifier dont consume electricity and whereas I meet 14% people like that they dont want to give response regarding this matter. On the basis of above information actually I had to segment the consumer. I found that lower middle class and some middle class person only purchase without lectricity Purifier because they are cheaper in cost, whereas middle class and uper middle class person dont consider electricity as a big issue their man motive is which is best for them.

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

Yes-

56%

No

37%

Did not say anything

7%

From this above pie chart it is clear that out of sample survey people 100- 56% people say that their water purifier is dependable on service regularly where as 37% say their water purifier not dependable on after sales service whereas 7% did not say anything in this matter actually they do not be in attentive mood. As higher no. of people say that their purifier dependable on service after sales it means that service is most important for any purifier, so timely service is very essential for purifier to sell it.

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 this project, mostly of them isnt aware about the diseases which spread contaminated water. It was found that from this study that people give priority to the brand name first before cost or any other quality while purchasing any water purifier. Study also reveal that in Ghaziabad city the R.O based purifier is mostly used because 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: 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. Companys R&D need to develop product which even purifies the salt water and make fit for drinking.

BIBILIOGRAPHY

Websites

www.hul.co.in www.pureit.in www.customercomplaint.in www.compareindia.com www.eurekaforbes.com

Books Referred

Coney Hawkins best,Consumer Behavior, 8th Edition,1-14,393-418. Loudon &Della Bitta, Consumer Behavior, 1003 Edition, 432-433. Kotler Philip, Marketing Management, Millennium Edition, 176-182, 202-204. Marketing Research by G.C. Beri