A

PROJECT REPORT ON
MARKETING STRATEGIES OF
TOP FIVE BRAND OF

WATER PURIFIER
for the Partial fulfillment the
Degree of
MASTER OF BUSINESS
ADMINISTRATION
FROM DEPARTMENT OF BUSINESS
MANAGEMENT

SESSION -2012-13
UNDER GUIDANCE

SUBMITTED BY

MISS SHUBHA YADAV

RAVI SHANKAR SAHU

MBA IST SEM.

ROLL NO.

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, Head of 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 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.

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.

RAVI SHANKAR SAHU

MBA IST SEM.

CERTIFICATE
The project report titled titled " MARKETING STRATEGIES
OF TOP FIVE BRANDS OF WATER PURIFIER " been prepared by RAVI
SHANKAR SAHU MBA IST Semester , under the guidance and supervision
of MISS SUBHA YADAV for the partial fulfillment of the Degree of B.B.A.

Signature of the

Signature of the

Signature of the

Supervisor

Head of the

Examiner

Department

DELCLARATION BY THE CANDIDATE

Date :

I declare that the project report titled " MARKETING

STRATEGIES OF TOP FIVE BRANDS OF WATER PURIFIER"
on Market Segmentation is nay own work conducted under the
supervision of MISS SHUBHA YADAV Department of Business
Management , SVNU, SAGARTo the best of my knowledge the report
does not contain any work , which has been submitted for the award
of any degree , anywhere.

RAVI SHANKAR SAHU

MBA IST SEM.

INTRODUCTION
India with a population of 120 crores is potentially one of the largest consumer markets in
the world. With urbanization and development of economy tested and interests of people changes
according as the advanced nation.
Marketing of any product depends upon the consumers wants, preferences, and taste. In
market well consider things very carefully because FMCG is the essential consumer need
purchased by individual to fulfill the need and for refreshment also.
Therere many ways to consumer awareness & sell water purifier products in the market like
dealers distribution, kiosk (canopy), d2d, cold call(referral, database..) etc.
Applying various tools and techniques every water purifier company like HUL, EURKA
FORBES, TATA, KENT etc. try to capture the market. .
To increase the sales of water purifier products initially, it is very important to conduct a
competitor analysis. Competitive Analysis is a process of gathering and analyzing information
about competitors, their practices, products, strengths and weaknesses and business trends in
order to assess our position in the market and improve companys products and marketing
strategies. A Competitive Analysis performed by an unbiased third party is an invaluable tool
because it can help to company for identify ways to attract new customers, as well as keep the
ones you have satisfied with companys products . Competitive Analysis gives to company a
realistic view of their competition and the opportunity to identify improvement in areas like
customer services, and marketing claims. It can help to compare products prior to making their
marketing and promotional decisions.
Competitive Analysis will help accomplish the following:
Have a realistic view of company competition.

Foresee market changes and demands.

Identify ways to attract customers from companys competitors.

Discover opportunities for improvement in companys business practices.

Water Purifier-Pure it
Pureit is the worlds most advanced in-home water purifier. Pureit, a breakthrough
offering of Hindustan Unilever, 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).
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. 25

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 uses 'programmed chlorine release chlorine technology' and its stored
germ kill process targets and kills harmful virus and bacteria
4. Polisher removes residual chlorine and all disinfectant by-products, giving clear odourless
and great tasting water
5. Battery Life Indicator - Ensures total safety because when the germ kill power is exhausted,
the indicator turns red, warning you to replace the battery

BRAND VALUE
VALUES AND PRINCIPLES
The values or morals of company have to bring the set of ethical and moral tones
to guide the companys all work or operations.
They try to create there company from inside by various employees incentives
like rewarding and promoting the employees without look upon to difference
unrelated to performance.
The always proceed on the confidence that the people working in Procter and
Gamble will forever be there most valuable and important asset.

Proctor and Gamble respects there employees, customers, and consumers,

and take care of them as they wanted .

P&G company has always full confidence on each other goals and
capabilities.

They believe that people work best when there is a foundation of trust.

P&G always believe that the staff or employees always try to give there
best where there is sense or foundation of trust.

VISION AND MISSION

MISSION
The main Mission of Proctor and Gamble is to offer high quality and high value
products and services to the customers and also try to improve consumer life.
Due to there mission Customers try to reward them with leadership in sales ,
profit and in value as compare to there competitors in which they live and work
and try to improve.

VISION
While setting up the vision for company following points should be consider

Realistic:

A vision must be realistic and nature and must have some meaning for the
company.

Credible:

A vision must be convincing to the people. Mainly , to the workforce and

members of the company. If employees of P&G do not think vision is credible
then they cant work to full potential.

Attractive:

If the vision of P&G is to inspire and motivate the workforce in the company
then it must be attractive. Vision should be like this that more and more
People want to be part of the company .

WATER PURIFIERS

OBJECTIVE OF THE COMPANY

To know about the marketing strategies of water purifier.

 To know about the different brands of Water Purifier.

To know about the customer satisfaction
To know about pricing to Water Purifier
To know about market share of Water Purifier
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.

questionnaire was designed in accordance with our

mentor in Water Purifier . 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
Water Purifier
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 Water Purifier .

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
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

Medium

Relative power of
unions, govt

Low to
medium

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

High
High

OTHER
STAKEHOLDERS

DEGREE OF
RIVALRY

High

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

THREAT OF

SUBSTITUT
ES
-Switching costs
-Buyer inclination
to
substitute
-Priceperformance
trade-off of
substitutes

Medium to
to high
high
Medium

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

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.

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

PRODUCT RANGE

Marketing Strategy
PRODUCT

a) Easily available nationwide.

b)Easy to handle.

PRICE

a) Product price range divided into four

segments to target different audiences.
b) Low cost of maintenance and

c) Multiple products launched for each

consumable.
product 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

PLACE
a) Urban educated India that cares for
their family.
b) Areas prone to diseases.
C) Strategically chosen locations for
catching
the
eye
of
potential
consumers.
d) Various stalls near market places

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.
PRODUCTS RANGE

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.

MARKETING STRATEGIES
Marketing Mix
The Water Factory's marketing mix is comprised of the following approaches to
pricing, distribution, advertising and promotion, and customer service.
Pricing:
The pricing scheme is designed to greatly undercut the per gallon cost
of purifiedwater when compared to the price of bottled water. Additionally, the
pricing will becom petitive to the other home filtration systems currently on the
market.
Distribution:
Aych or (or his associates) will be responsible for the distribution of theproduct
to the customer's home.
Advertising and Promotion:
The marketing business model is based on networking. Thiswill be done in the
context of the many different community organizations that Aych isactive in.
Customer Satisfaction:
This element of the marketing mix will be attended to with theutmost in
attention. One of the main premises of the business model is generating
salesbased on previously established trust relationships. Therefore, The Water
Factory willensure total customer satisfaction to safeguard future sales as well
as the relationship

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.

Aquaguard A brand that needs no introduction

With the rising alertness about drinking pure water to lead a healthy
life and stay safe from water borne diseases, more and more people
have joined the race of buying advanced water purifiers. It is RO that
is ruling the roost, the purifying technique being recommended at
places where the TDS content in water is very high. There are, no
doubt, numerous brands of the RO system in the market. You can
even get few of the brands right at home via direct sales. One
company that has carved a niche as a household name, maintaining its
hold over the years by introducing next generation water purifiers, is
Eureka
Forbes.
You will often hear the phrase Eureka Forbes RO filter in reply to
your query about which RO filter is the best in any blog forum such
is the popularity. And who has not heard about the Aquaguard; this
brand needs no introduction at all. At a time when the RO system was
introduced initially in India, there were hardly any other brands that
hit the market. Soon it was the Eureka Forbes RO system that people
started using with great satisfaction. The company stays in sync with
the latest trends and every Eureka Forbes RO system is a true
example
of
innovation.
One of the Eureka Forbes Aquaguard RO purifiers that are the talk of

the town currently is the Aquaguard Total Reviva. Users are highly
satisfied with the features of this Aquaguard RO.

MARKETING STRATEGY
PRICE
Price Range Rs 1,600/- to 20,000/ Special Discounts on Bulk Buying
PROMOTION
DIRECT MARKETING

Direct marketing is a method which helps to create a direct connection with the
potential consumer.

PRODUCT RANGE

INTRODUCTION TO KENT :

Kent is a 21st century healthcare product company with a

vision for making the world a healthy and a happy family. Its
mission is to produce innovative healthcare products that purify
the water we drink, the food we eat and the air we breathe, thus
help people live healthier. For kent, bringing healthcare
products to people is more than just a business, it is a passion.
Infact the most prominent purpose of our existence.

MARKETING STRATEGIES
Brand identity is comprised of:PRICING
: A component of value; higher prices may signify to consumers higher quality
andlower prices may suggest decreased value.
DISTRIBUTION:
Availability; limited distribution of a product or service may imply exclusivity
todiscerning consumers.
QUALITY:
Which impacts satisfaction; obviously, higher quality will translate to more
satisfiedcustomers who come back again and again to purchase your offerings.
PRESENCE:
Prominence in the paid & unpaid media; products and services with a high
profilemarket presence will lead to brand recognition and increased sales.
AWARENESS:
Top off mind awareness, residual awareness and recognition, which are
directlyrelated to presence; the higher your offerings awareness the better your
sales results will be.
REPUTATION:
Enduring public opinion of brand character, which is built over time and
difficultto change once established.
IMAGE:
Perception of brand traits or prototypical buyers; often represented by qualities
theconsumers relates to, like reputation, image is difficult to change once
established.
BENEFITS:
Consumers may equate certain positive and negative consequences with use of
yourproduct or service these may be warranted or unwarranted.

POSITIONING SILENCE:
Differentiation is from the competition, which is established by acombination of
all elements of the brand.
SHARE OF MARKET:
Increased market share is a direct result of a successful brandingcampaign.
CUSTOMER COMMITMENT:
Loyalty is built through long term branding and close consumercontact.

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.

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.

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

ABOUT COMPETITORS

BRAND NAME

(HUL)

EUREKA FORBS LTD(EFL)

MODEL

PURE-IT

AQUASURE

PRICE

Rs 2000/-

Rs 2990/-

Storage

Storage

18 ltrs

13 ltrs

Pre-Filter Purification

Yes

Yes

Silver-Impregnated Activated
Carbon
Candle-Filter Purification

Yes

Yes

No

No

Ultra-Violet Purification

No

No

IMAGE

MACHINE FEATURES
Type of Water Purifier
Storage Capacity (Litres)
METHODS OF
PURIFICATION
Purification Stages

Reverse Osmosis

No

No

Germ Kill Processor and

Unique Polisher

Active Disinfectant / Special

Carbon

ABS Plastic

Food grade ABS Plastic

Royal Blue & Burgundy

White and Blue

Product Life Indicator Availability

Yes

No

Auto Switch Off Technology

Yes

No

Environmental Protection
Agency (EPA), USA Certified
No

NOT Certified

Height (mm)

610

540

Depth (mm)

260

302

Width(mm)

290

302

Weight (Kgs)

4.1

3.4

Other Methods
MAKE AND PHYSICAL
FEATURES
Material of Body
Colours Available

OTHER ADVANTAGE
Germ kill performance standard
Power Required

NO

DIMENSIONS

AFTER SALES SERVICE

Warranty Period (Years)
Help line no
Turnaround Time
Charges

Life time

1Yr

1860-180-1000

9223600600

24-48 hrs

24 hrs flat

No charges

If out of warranty

SWOT ANALYSIS

STRENTHS

Company background (Hindustan Unilever Limited)

Strong distribution channel.

Indias first fully automatic purifier.

No hassles in purifying the water

Advance auto switch-off technology

Low maintenance cost

No operating cost like- no electricity, no plumbing, no

gas etc.

One crore challenge of the company.

Certified by the leading scientific, medical,

international institutions like EPA, Ranbaxy
laboratories etc.

INTERNA
L

OPPORTUNITIES

India has second largest population in the world.

Approximately 48 % population belongs to the middle

income group.

Rising income of the people

Increasing literacy rate of the country

Increasing awareness of the people towards water born

dieses.

Pilot project of the HUL Company increases the value

EXTERNALof the water purifier.

EXTERNAL

WEAKNESSES

It does not remove any dissolved salt

content in water.
Its Germ Kill Kit work effectively in
moderate humidity condition. ( not
more than 25C)
After sales services are not effective.
Less varieties of model
less attractive for elite and high income
group family.
Not expert sales candidate and mostly
less educated qualified people
Lack of training and development
program for the sales candidate.
Less innovative and not attractive
advertisement.

THREATS

Many competitors

Increasing number of competitors like

-Tata swatch etc.

Effective advertising and promotional

strategy of the competitors.

Large no of product line of the

competitors like Aquaguard, Ushabrita.

Increasing the technology of the

competitors like UV technology etc.

Attractive price range of the

competitors.

DATA ANALYSIS AND INTERPRETATION

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?

Yes

84%

No

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

80%

Hand pump

16%

Bore well

2%

Others

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

20%

Aquaguard or Aquasure

43%

Kent water purifier

20%

Philips

10%

Others

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.

FINDINGS
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 pure it purifier, but
the feedback of pureit as I found do not fulfill the objective of the
company expectation.

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.

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.

SUGGESTION

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

QUESTIONNAIRE

QUESTIONNAIRE FOR PROSPECTIVE CUSTOMER

Name :..
Address:------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------Phone No.: - --------------------------1. How do you treat your water drinking water?
o Do nothing
o Boiled water
o Use electrical water purifier
o Use non electrical water purifier
2. . Do you know that 80% of
o Yes
o No
o Not aware

the diseases in our country are water bound?

Q3. While buying any water purifier what comes to your mind first?
o Price
o Health & Safety
o Both

Q5.Do you know that boiled water is not necessarily safe water?
o Yes
o No
Q6 : What company water purifier you are currently using?
o Eureka Forbes
o Hul Pure-it
o Kent
o Philips
o Whirlpool
o Any Others

Q10. Where do you prefer to buy a water purifier from?

o Retail Outlets
o Franchisee dealers
o Direct Marketing
Q11. Frequency and Percentage of respondents about what comes your mind first i.e. Price
or Health & Safety or Both
o Price
o Health & Safety
o Both

Q12. Where you did heard about the product?

o
o
o
o

TV commercial
Newspaper print ads
In shop branding
Friends references