INDUSTRY PROFILE

Hindustan Unilever Limited (HUL) is India's largest fast moving consumer goods Company, with leadership in Home & Personal Care Products and Foods & Beverages. HUL's brands, spread across 20 distinct consumer categories, touch the lives of two out of three Indians. They endow the company with a scale of combined volumes of about 4 million tones and sales of nearly Rs.13, 718 crores. The mission that inspires HUL's over 15,000 employees is to "add vitality to life". With 35 Power Brands, HUL meets every day needs for nutrition, hygiene, and personal care with brands that help people feel good, look good and get more out of life. It is a mission HUL shares with its parent company, Unilever, which holds 51.55% of the equity. The rest of the shareholding is distributed among 360,675 individual shareholders and financial institutions. A Fortune 500 transnational, Unilever sells Foods and Home and Personal Care brands in about 100 countries worldwide. HUL is also one of the country's largest exporters; it has been recognized as a Golden Super Star Trading House by the Government of India. Over time HUL has developed into a viable & competitive sourcing base for Unilever worldwide in Home and Personal Care & Foods & Beverages category of products. HUL is also a global marketing arm for select licensed Unilever brands and also works on building categories with core country advantage such as branded basmati rice. HUL's brands - like Lifebuoy, Lux, Surf Excel, Rin, Wheel, Fair & Lovely, Pond's, Sunsilk, Clinic, Pepsodent, Close-up, Lakme, Brooke Bond, Kissan, Knorr-Annapurna, Kwality Wall's are household names across the country and span many categories soaps, detergents, personal products, tea, coffee, branded staples, ice cream and culinary products. They are manufactured over 40 factories across India. The operations involve over 2,000 suppliers and associates. HUL's distribution network, comprising about 4,000 redistribution stockists, covering 6.3 million retail outlets reaching the entire urban population, and about 250 million rural consumers. HUL believes that an organisation's worth is also in the service it renders to the community. HUL is focusing on health & hygiene education, women empowerment, and water management. It is also involved in education and rehabilitation of special or underprivileged children, care for the destitute and HIV-positive, and rural development. HUL has also responded in case of national calamities / adversities and contributes 1

through various welfare measures, most recent being the village built by HUL in earthquake affected Gujarat, and relief & rehabilitation after the Tsunami caused devastation in South India. In 2001, the company embarked on an ambitious programme, Shakti. Through Shakti,HUL is creating micro-enterprise opportunities for rural women, thereby improving their livelihood and the standard of living in rural communities. Shakti also includes health and hygiene education through the Shakti Vani Programme, and creating access to relevant information through the iShakti community portal. The program now covers 15 states in ndia and has over 45,000 women entrepreneurs in its fold, reaching out to 100,000 plus villages and directly reaching to 150 million rural consumers. By the end of 2010, Shakti aims to have 100,000 Shakti entrepreneurs covering 500,000 villages, touching the lives of over 600 million people.

Water purifier
Pure It is the worlds most advanced in-home water purifier. Pure It, a breakthrough offering of Hindustan Unilever (HUL), provides complete protection from all water-borne diseases, unmatched convenience and affordability.

Four purifier stages of Pure It

Pure it purifies your drinking water in four stages, beginning with the removal of visible dirt, followed by the removal of harmful parasites and pesticide impurities. Then, the harmful viruses and bacteria are removed and finally the water is rendered clear, odour less and great tasting by removing remaining impurities.

The most advanced in-home water purifier in the world! Pure It, a breakthrough offering of Hindustan Unilever, comes with many unique benefits complete protection from all water-borne diseases, great convenience, and unmatched affordability. Pure Its unique Germ kill Processor technology removes all harmful viruses and bacteria and removes parasites and pesticide impurities, giving to people water that's 'as safe as boiled water'. It assures your family of 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. People will be further reassured to know that Pure It meets stringent international criteria of Environment Protection Agency (EPA), USA for harmful virus and bacteria removal.

Water Purifiers offered by HUL

PURE IT MARVELLA

PURE IT AUTO-FILL

PURE IT M05

PURE IT COMPACT

Water Purifier - Pureit

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One of the most advanced in-home Water Purifier Pureit can be availed by our clients, at reasonable rates. A breakthrough system of water purification, HUL offers an easy method to obtain safe drinking water. The purifier provides complete protection from all water-borne diseases such as jaundice, diarrhea, typhoid and cholera. The Germkill Battery technology in these purifiers kills all harmful viruses and bacteria, eradicates parasites and impurities, offering waters that is as safe as boiled. The best part is that this purifier, requires neither gas nor electricity. The system does not even require continuous tap water supply and yet meets the stringent germ-kill criteria set by the Environmental Protection Agency (EPA). Some of the other essential features of our range include:
Available at just Rs. 2000 Germkill battery Kit typically lasts for 1500 liters of water Germkill Battery Kit is priced at Rs.350 Four liters of water that is as safe as boiled water for just one rupee Free home demonstrations available

ASM

BDM(Direct Marketing) 8 CCTLs

TSO(KIOSK) 8 ZSOs

TSO(Doctors Clinic) 8CTLs

8 PWEs for each CCTL

12 PWEs for each 4 PWEs ZSO for each CTL

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Direct Marketing
Direct Marketing is a method which helps to create a direct connection with the potential consumer to obtain an immediate response and cultivate lasting consumer relationship. Hindustan Unilever limited is the company in India to doing direct marketing in water purifier. Today it is Asia largest direct selling organization. It has direct selling force touching 1.5 million Indian homes and adding 1000 customers daily. It has dealers and distributors across the country and operating in over towns and cities.

Advantages of Direct Marketing

It is easy, convenient and private. Provides more choice to the consumer Consumers can avail best price as there is no middle men involved. Helpful for the companies to build a close and direct relation with the consumer. It saves the valuable time of the working and busy people.

Disadvantages of Direct Marketing

Consumer cant touch and feel the product before buying The scope of expansion is limited in this kind of marketing It has higher per person cost than other form of advertising. There is a great scope for misleading and deceiving customers by dishonest businessman. It may cause irritation to the consumer through unwanted mail and spam.

KIOSK
Since 1993, KIOSK Information Systems has led the industry in design and manufacturing of self-service kiosks. The team is a "cradle to grave" service organization that takes full ownership in the success of customer programs - from initial solution design to manufacturing and field services. KIOSK has partnered with clients in a full complement of vertical markets, transforming self-service concepts to deployed solutions. Projects range from traditional applications like retail, order entry, and human resources to highly specialized solutions in banking, healthcare, airport security, and outdoor ticketing. With 100,000+ kiosks deployed across this broad market spectrum, KIOSK's abilities in customized design, sophisticated peripheral integration, volume manufacturing, and field services have been exercised far deeper

than any industry competitor. Clients with 800 - 3000 unit nationwide deployments such as AT&T, Wal-Mart, Safeway, PepsiCo, Sony, HP, and TIO set the standards bar high, and KIOSK has consistently proven the ability to execute at every stage of the program life cycle. Kiosks system is used for sales processing and inventory tracking. Traditionally, kiosks were simply manned sales booths generally located in shopping centers. Today, kiosks system has become electronically-based, interactive terminals that allow users to conduct business or access the Internet. Kiosks system technology is becoming a much more common method to conduct business, increase sales, interact with customers, and even conduct internal business operations such as human resource functions. Kiosks system can be found in a wide variety of locations including city streets, shopping malls, airports, restaurants, retail stores, and non-retail business offices. Some common applications of interactive kiosks systems include ATM kiosks, Internet kiosks, store gift registries and gift card kiosks, sales and marketing kiosks, bill payment kiosks, gaming, kiosks, self check out kiosks, human resource kiosks, and e-commerce kiosks. Kiosks systems provide functionality that can also be incorporated into a self service kiosk. A point of sale system is computer-based system that allows businesses to capture sales data and other customer transactions. Kiosks systems are available for the smallest retail business to the largest global conglomerate.A shopping mall or outdoor center is the most common place to find merchant-manned kiosk businesses. Sometimes these small booths look like carts, reminiscent of peddlers from centuries past. The merchant pays a rental fee to the owner of the shopping center for the use of the kiosk.Customers walk by the kiosk and can easily view the items for sale. The sales associate may greet customers as they walk by and try to draw their attention. Sometimes, demonstrations of the product are held on the spot. Consumers then purchase items directly from the kiosk.

SELLING STRATEGY ADOPTED

Because of the low interest and since the product benefits needs to be demonstrated to the customers, conventional distribution was not viable. Hence Hindustan Unilever limited chose the less traveled Direct Selling route. The Hindustan Unilevers sales man in water division is called PWE. It has three streams for selling of product i.e. cold calls (door to door selling), outreach (Kiosk) and clinic (Hospital). It is a tough job for these salesmen who have to go through the "cold calls" to get a sale. At one point of time, because of the aggressive nature of these sales persons, people became scared even to listen to these sales persons. Now this aggression has mellowed down to a more professional sales approach. Selling Strategy adopted by company are, 1. Direct Selling- Door-to-Door Selling 2. Outreach (Kiosk) 3.Clinic (Hospital)

Product Segmentation
Hindustan Unilever sells different water-purifiers on the basis of classifying their utility and price affordability. The water purifiers are classified as follows: (1)Pure it compact Rs 1000 /(2)Pure it M05 Model Rs 2000 /(3)Pure it Autofill Rs 3200 /(4)Pure it Marvella Rs 6900 /-

Marketing Mix
PRODUCT a) Easily available nationwide. b)Easy to handle. b) Low cost of maintenance and c) Multiple products launched for each product consumable. type. c) Best prices offered when compared to other competitors. PROMOTION a)Active subscription immediately b) Right time installation of products c) Properly repair services against paid AMCs. d) Service during contract period their family. b) Areas prone to diseases. C) Strategically chosen locations for catching the eye of potential consumers. d) Various stalls near market places PLACE a) Urban educated India that cares for PRICE a) Product price range divided into four segments to target different audiences.

Key features

Pureit

Boiling process

Leading

UV Candle filter

inline purifier

Removes harmful Viruses Removes harmful Bacteria Removes diarrhoea, etc) End-of-life indicator Advanced Auto Switch-off Great taste Improves clarity Removes odour Doesn't need expensive gas Doesn't need electricity Doesn't need continuous tap water Doesnt need plumbing Doesn't need an expensive maintenance contract Low initial cost Low on-going cost harmful

Parasites(causes amoebiasis,

Need to boil for 30-40 Min

A List of Competitors

The analysis begins with a list of Hindustan Unilever Limited (HUL) of water division Pure its competitors. Most of the time, such a list is comprised of what company co-considers to be its chief competitors. However, there may be other companies that indirectly compete with HUL, ones that offer products or services that are aiming for the same customer capital. Hindustan Unilever Limited (HUL) of water division Pureits major competitors in the market are:

1. Eureka Forbes Limited 2. Philips

3. Whirlpool 4. Kent 5. Kenstar 6. Tata

Strategy - competitive advantage

Competitive advantage is an advantage over competitors gained by offering consumers greater value, either by means of lower prices or by providing greater benefits and service that justifies higher prices

Feature Comparison
Compared with other available water purification methods, Pureit is by far the best option, in terms of safety, convenience and affordability.

The above table shows that Pureits initial price of Rs. 2000 and the ongoing price of only Re. 1 for 4 litres of water is the most competitive offer in the market. This is because Pureit doesnt need expensive gas, doesnt need electricity, doesnt need maintenance.
Cost comparison across purification methods Method of purification paise/litre Cost of Pureit water 24 Cost of Pureit water 35 Cost of boiling water 47 Cost of leading UV in-line purifier 64 Cost of 20 litres of leading bottled water brand 350 10

Cost of 1 litre of leading bottled water brand

1200

DATA PRESENTATION & ANALYSIS

The following data and information has been obtained through research activity.

Table 5.2: Frequency and Percentage of respondents which company water purifier, you are using and will use

Which Company Eureka Forbes HUL Pure it Kent Philips Whirlpool Any Other

Frequency 50 14 10 10 7 9
11

Percent 50.0 14.0 10.0 10.0 7.0 9.0

Total

100

100.0

Fig 5.2: Frequency and Percentage of respondents which company water purifier, you are using and will use

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F REQUENCY
50 45 40 35 30 25 20 15 10 5 0 Eureka Forbes HUL Pure it 50 Kent Philips 14 10 10 7 9 Whirlp ool Any Other

PERCENT AG E
Eureka Forbes 9 7 10 50 10 14 HUL Pure it Kent Philips Whirlp ool Any Other

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Channel Policies
Product Services:
As per the study the product services of the Pureit water purifier is only with the battery that should be changed once in 1500-2000 liters usage. The consumers can call to the customer care and inform about their services. The call centers will have the consumers details. When they consumer bought the product then the sales force will take all their details for the future services. Till first year of the product the services are completely free, but after the first year to change the battery in the purifier the battery costs Rs 350- 520 depends on the battery.

Pricing :
Pureit Compact , its unmatched safety, now in a more compact size. It removes all harmful viruses and bacteria whilst removing harmful parasites and pesticides impurities giving you as safe as boiled water. This wayPureit assures you and your family 100%protection from allwater borne diseases like Jaundice, diarrhea, typhoid and cholera. Pureit doesnt need gas, electricity or continuous tapwater supply, making it an absolutely hassle free water purifier. Pureit Classic is another model with 18 liter capacity for Rs. 2000 The third model is Purit Autofill this has 18 liter capacity with a sensor which turns the water supply on and off depending on the level of water in the purifier it is for Rs. 3200. (1)Pure it compact Rs 1000 /(2)Pure it M05 Model Rs 2000 /(3)Pure it Autofill Rs 3200 /(4)Pure it Marvella Rs 6900 /Depending on the requirement and the usage there are different types of models in this.

Promotion:
1. TV advertisements 2. Magazines 3. Direct marketing 14

4. Kiosk

CONCLUSION

I had chosen the product as Pure It because people are very cautious about their health these days and are very particular about their drinking water. In such a scenario most of the people are using water purifier. I was very lucky to join this company and learnt so many things, like selling strategy of company etc. The survey has showed and proved that Hindustan Uniliver Limited is enjoying a monopoly in the markets. Now a day, HUL is competing with Eureka Forbes. I have found out from the survey that people use the word Pure It as a generic name for all water purifiers no matter to which company and brand it belongs to. Moreover my survey has showed that most of the people are using Pure It water Purifier in their work place as well as in their homes.

BIBLIOGRAPHY
www.google.com www.pureitwater.com

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