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Case Analysis : Pureit Water Purifier

Despite the water purifier market being crowded with multiple players such as
Hindustan Levers PureIt, Eureka Forbess Aquaguard and Kent RO, the biggest
challenge that since the beginning, right until today, is educating consumers
about the importance of having a water purifier at home

the government is taking giant strides towards providing clean drinking waterto
the public. Till that happens, the water purifier market will continue to grow and
the need for purifiers will increase

Moreover, he indicates that despite having a wide distribution network, the


company like HUL still struggles to achieve a pan-India penetration.
Education does not happen at the point of sale. Thus, try to employ more onground salespersons to connect directly with the consumers and tell them about
the products.

HUL airs its TV campaigns on how using Pureit will give freedom from boiling
water, where as Eureka Forbes has signed on celebrity Smriti Irani for
communicating its benefits. There is a need for a celebrity endorser who
carried

the

middle

class

indian

values

and

associations.eg:

if we are targeting the bottom of the pyramid clent base or the indian middle class
residing in both urban and rural india The ADB(Asian development bank report
2010)does add further nuance by splitting the middle class into three subsections: lower middle class earning ($2 - $4)per day, middle middle ($4 - $10)
and upper middle ($10 - $20)per day.

Can undertake an initiative to facilitate clean and safe drinking water for underserved section of
the society by partnering with city/ semi urban area schools/ hospitals and public places like
single screen movie thaters to install water purifiers. The first installation event inaugurated by
opinion leaders like the local school principals/ anganwadi center head etc.

Distribution of pureit water filter through a microfinance institution

o Through their agents and field workers organise meetings/ presentations /


demonstrations and highlight the usage importance and benefits of using
the purifier.
o Loan sanctioned by the micro finance institution at discounted/ easy

instalments This will ensure a good supply chain and product bundling
Awareness program through Anganwadi workers/ government schools.
Shakti Entrepreneurial Programme : Collaborate with the Shakti women with

business skills and design a way out of poverty as well as creating a crucial new
distribution channel for Unilever products
Advertise through print in local newspapers , markets, haats ,railway station

highlighting the need for clean drinking water (the way it is done for tobacco
awareness)
You can suggest that some amount of the money can go to ganga treatment ..etc

\promotion through social media :


o Something like the pin it ot give it campaign:on fb twitter etc..

http://markitors.com/5-examples-of-cause-marketing-in-social-media/

Ask people to send text mssgs for the cause


a significant number of respondents supported their favorite charitybecause they
have friends or family who support this cause. Do everything you can to ensure
your supporters are reaching out to their own networks of friends and families about
your cause

Include mobile calls-to-action in online and off-line forms. Ask people to opt-in to
your mobile communication or donate to your mobile campaign.
Leverage QR codes and/or snap tags to make linking easy by using mobile tools to
drive mobile action.

Use an Interactive Voice Response campaign with a celebrity spokesperson.


Launch a mobile poll use polling tools to promote joint cause objectives through
education, ranking, scale and multiple choice questions.

As you can see, there are all kinds of ways to mobile can help create a successful
Cause Marketing campaign. One word of caution: dont use commercial messages
on a nonprofit channel for social good. Structuring your message correctly is key for
each audience and media through which it is delivered.

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