HINDUSTAN UNILIVER

Pureit Competitors Analysis

International Academy of Management &Entrepreneurship (2010-2011)

A Project Report On Pureit Competitors Analysis

Submitted By
Ammar Juzar Ankur Dudey Ashish Gupta Manish Singh Manjri Varu Prateek Shrivastava Shrikant Kumar Shoubhik Sen Sumit Thakur Mahendra Kumar Patel

International Academy of Management &Entrepreneurship (2010-2011)

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Certificate
It is certified that this Project report HUL as a Company Product Competitiveness and market share Analysis is the bonafide work of Ammar Juzar, Ankur Dudey, Ashish Gupta, Mahendra Kumar Patel, Manish Singh, Manjri Varu, Prateek Shrivastava, Shrikant Kumar, Shoubhik Sen and Sumit Thakur who carried out the project work under my supervision. This is done as a part of summer intership.

Mr. Noorul Alam Area Sale Manager (HUL Pureit)

Certificate
It is certified that this Project report HUL as a Company Product Competitiveness and market share Analysis is the bonafide work of Ammar Juzar, Ankur Dudey, Ashish Gupta, Mahendra Kumar Patel, Manish Singh, Manjri Varu, Prateek Shrivastava, Shrikant Kumar, Shoubhik Sen and Sumit Thakur who carried out the project work under my supervision. This is done as a part of summer internship and in partial fulfilment of the requirement of Post Graduate Program in Management.

Mrs Sudeepta Banerjee Career Mentor (IAME)

Acknowledgement
Completing a task is never a one man effort. It offers the result of valuable contribution of a number of individuals in a direct and indirect manner that helps in spanning and achieving an objective. We the Summer Interns ascribe our success in the venture to Mr. Noorul Alam whose endeavour fortnight and dynamism contributed in a big way completing this project with in stipulated time. We are deeply indebted to our Project-in-charge Mr. Vikram Veer for his valuable guidance. We are also thankful to our team leader Mr. Raj Mohamed and the entire esteemed Staff member for their regular guidance and help. We wish to express our profound thanks to Mrs. Sudeepta Banerjee for providing us a chance to work with such an esteemed organization. It has held us learning a lot of things.
Ammar Juzar Ankur Dudey Ashish Gupta Manish Singh Manjri Varu Prateek Shrivastava Shrikant Kumar Shoubhik Sen Sumit Thakur Mahendra Kumar Patel

Table of Content
CONTENT Objective of Project Introduction of HUL Introduction of Pureit Pureit- Product HSR Layout Overview Area Covered Companies Visited Area Analysis Pureit Competitors Competitors Purification Methods Competitor Analysis Customer Feedback CDS Report Key Learning Suggestion Conclusion Bibliography PAGE NO. 07 08 09 10 11 12 13 14 15 16 19 23 25 27 29 30 31

Objective of Project
We the summer interns have undertaken the project to understand the corporate behaviour, consumer behaviour and market behaviour. We have worked in HSR Layout Division of HULPureit. While working there we went to various places as SalesExecutives which had helped us in understanding the corporate behaviour, consumer behaviour and market behaviour. This project enables us to apply the theoretical knowledge practically thereby helping us in learning basic marketing and selling skills. This project has helped us in understanding the product profile of the competitors of the Pureit thereby helping us in understanding the corporate competitiveness behaviour.

Introduction of HUL
Adding Vitality to Life
Hindustan Unilever Limited (HUL) is India's largest fast moving consumer goods company, touching the lives of two out of three Indians with over 20 distinct categories in home & personal care products and food & beverages. HUL is also one of the country's largest exporters; it has been recognised as a Golden Super Star Trading House by the Government of India. HUL was formed in 1933 as Lever Brothers India Limited and came into being in 1956 as Hindustan Lever Limited through a merger of Lever Brothers, Hindustan Vanaspati Mfg. Co. Ltd. and United Traders Ltd. It is headquartered in Mumbai, India and has employee strength of over 15,000 employees and contributes for indirect employment of over 52,000 people. The company was renamed in June 2007 to Hindustan Unilever Limited. HUL is the market leader in Indian consumer products with presence in over 20 consumer categories such as soaps, tea, detergents and shampoos amongst others with over 700 million Indian consumers using its products. It has over 35 brands. Sixteen of HULs brands featured in the ACNielsen Brand Equity list of 100 Most Trusted Brands Annual Survey (2008).

Introduction of Pureit
As Safe As Boil Water
Pureit is a water purifier made by Hindustan Unilever. It is sold in India. Pureit is claimed to meet the E.P.A. germ kill criteria but it has not been substantiated whether actual EPA Guide Protocol has been used. There are doubts whether Pureit actually meets the germ kill criteria under the actual EPA Guide Protocol. Moreover, during a legal battle in Mumbai High Court in 2009, some evidence was presented that the chlorine tablet used in Pureit is not approved by EPA (under EPA Registration requirements for chemical disinfectants under United States FIFRA laws) for in-home water purifiers, and therefore, the use of 'EPA' in Pureit's marketing literature was argued to be misleading. EPA registration requires proving that the chemical poses no risks to public, animal or aquatic life in the proposed enduse format, such as an in-home water purifier like Pureit. No further information is available as the case was settled out of court. Pureit was initially launched by Hindustan Unilever Ltd. in the southern Indian city of Chennai in 2005. The brand was rolled out across India in phases, with full national presence having been established in the first half of 2008.

Pureit-Products
As Safe As Boil Water
HUL has launched 4 models of Pureit till now.

Pureit Compact Rs. 1000/-

Pureit Classic Rs.2000/-

Pureit Autofil Rs. 3200/-

Pureit Marvella Rs. 6900

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HSR Layout overview

HSR Team
B.D.E Mr. Amreek Singh Territory Sales Officer Mr. Umashanker Zonal Sales Officer Mr. Vikram Veer Team Leader Mr. Raj Mohammad Accountants Ms. Manu Kumari Ms. Anusha Pureit Water Executive Prashant Jagdish Dwarkesh Prakash Baswaraj Illyas 11

Summer Internes
Ammar Juzar Ankur Dudey Ashish Gupta Manish Singh Manjri Varu Prateek Shrivastava Shrikant Kumar Shoubhik Sen Sumit Thakur Note Mahendra Kumar Patel worked as summer Intern in DOMLUR SWZ. He has also contributed towards this project.

Area Covered
Electronic City Venktapura Kormangala HSR layout Bommanahalli Audugodi EjiPura Singasendra Venketeshawara Nagnathpura Madiwala Belandur / Sarjapur Road Maggamanpalya

Apart from covering the above area we have also visited some companies.

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Companies Visited
Company Name
Siemens Bosch HP Velankani Group Elecotec IBM Ksheer Technology India Imagine technology Wipro Dell Exasense Labs ltd Syscon Instruments Pvt ltd Genpact Global Interplex Electronics GE Fanuc Systems pvt ltd

Contact Person
Receptionist Seenappa Gangadhar Kavita

Phone No.
080-25114007 080-41912330 080-28528892 080-66145809

Area
Electronic City Electronic City Electronic City Electronic City Electronic City Electronic City Electronic City Electronic City Electronic City Electronic City Electronic City Electronic City

Receptionist 080-25017000 Receptionist 080-25358020 Receptionist 080-26581205 Receptionist 9900779997 Receptionist 080-28440011 Receptionist 080-28077000 Receptionist 080-41102911 Receptionist 080-28520772/73/74

Receptionist 8041198999

Electronic City Receptionist 080-66445329/30 Electronic City Receptionist 080-41314602/00/01/03 Electronic City

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Area Analysis
Area
Electronic City Venktapura

Water Source
1. Canned water 2. Borewell 1. Kaveri Water

Purification method

Living Standard

Kormangala

1. Bore well 2. Kaveri Water 1. Bore well 1. Kaveri Water. 2. Can Water 1. Kaveri Water 1. Bore well.

HSR layout Bommanahalli

Audugodi EjiPura

Singasendra Venketeshawara Nagnathpura Madiwala

1. 2. 1. 2. 1. 2. 1.

Canned water Bore well Canned water Bore well Canned water Bore well Kaveri Water

Belandur

1. Bore well

Maggamanpalya

1. Bore well

Boiling as well as Middle class Water Purifier Nothing Lower Middle class and Middle class Water Purifier Middle class and Upper Middle class Water Purifier Upper Middle class Nothing Lower Middle class and Middle class Water Purifier Upper Middle class Nothing Lower Middle class and Middle class Boiling as well as Middle Class Steel Filter Pre-fitted Water Upper Middle Purifier class Boiling as well as Middle Class Steel Filter Boiling as well as Lower Middle candle filter class and Middle class Water Purifier Middle class and Upper Middle class Boiling Middle Class

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Pureit Competitors
Company
Whirlpool Whirlpool Whirlpool Eureka Forbes Eureka Forbes Eureka Forbes Eureka Forbes Eureka Forbes Eureka Forbes Usha Brita Usha Brita Kent Kent Kent Zero B Zero B Zero B Philips Philips Philips Kenstar Kenstar Tata

Product
Purafresh Elite Purafresh Deluxe Purafresh Platinum Aquaguard Total (RO) Spring fresh (RO) Aqua Sure Aquaguard Classic Aquaguard Ultra Aquaguard Integra 7 Waterguard SF 620 T Waterguard Digital Excell Elite 1 Wonder Zero B Pureline 2L Zero B Pureline 4L The Ultimate Upgrade WP 3890 WP 3891 WP 3892 WP - 117 Le Pure Tata Swach

Purification stages
6 6 5 6 6 4 3 4 Multi-stage 3 4 5 4 4 3 3 7 3 3 3 3 3 4

Capacity Price
8.5 litres 6.5 litres -9.0 litres 8.0 litres 13 litres -8.0 litres 8.0 litres --7.0 litres -5.0 litres --11 litres -----19 litres 16750 15950 23950 13500 14000 1800 7190 7350 19900 2299 9099 15950 27000 14500 4750 7800 16990 7495 8995 9495 3200 5590 1000

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Competitors Purification Method

Company
Whirlpool

Product
Purafresh Elite

Purification Stages
6 1. 2. 3. 4. 5. 6. 1. 2. 3. 4. 5. 6. 1. 2. 3. 4. 5. 1. 2. 3. 4. 5. 6. 1. 2. 3. 4. 5. 6. 1. 2. 3. 4. 1. 2.

Stages Name
Pre Filter, Neo Sense Filter Plus Sediment Filter, Pre Carbon Filter, R.O. Membrane Filter Post Carbon Filter Pre Filter, Neo Sense Filter Plus Sediment Filter, Pre Carbon Filter, R.O. Membrane Filter Post Carbon Filter Pre Filter, Neo Sense Filter Pre Carbon Filter, R.O. Membrane Filter Post Carbon Filter Particle filter Clarity Cartridge Pretaste enhancer Cartridge RO Membrane Cartridge Posttaste enhancer Cartridge Nano Silver Medium Pre filter Sediment filter Pre RO Carbon cartridge Reverse osmosis Post RO carbon cartridge Pre- filter purification Activated carbon purification Active disinfectant Special carbon block Pre- filter purification Silver-impregnated

Whirlpool

Purafresh Deluxe

Whirlpool

Purafresh Platinum

Eureka Forbes

Aqua guard Total (RO)

Eureka Forbes

Spring (RO)

fresh

Eureka Forbes

Aqua Sure

Eureka Forbes

Aquaguard Classic

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activated carbon purification 3. Ultra-violet purification Eureka Forbes Aquaguard Ultra 4 1. Pre- filter purification 2. Activated carbon purification 3. Sediment filter 4. Ultra filtration cartridge 1. Reverse osmosis 2. Ultra filtration 3. Aqua energiser 4. Magnetising chamber 5. Iron remover 6. Arsenic remover 1. Pre filter purification 2. Silver impregnated activated carbon purification 3. Health and taste cartridge purification 1. Pre filter purification 2. Candle filter purification 3. Silver impregnated activated carbon purification 4. Ultra violet purification 1. Sediment purification 2. Pre carbon filter 3. Carbon block 4. Reverse osmosis technology purification 5. Post carbon purification 1. Sediment purification 2. Pre carbon filter 3. Ultra violate purification 4. Reverse osmosis technology purification 1. Sediment purification 2. Pre carbon filter 3. Carbon purification 4. Reverse osmosis technology purification

Eureka Forbes

Aquaguard Integra 7

Multi-stage

Usha Brita

Waterguard 620 T

SF

Usha Brita

Waterguard Digital

Kent

Excell

Kent

Elite 1

Kent

Wonder

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Zero B

Zero B Pureline 2L

Zero B

Zero B Pureline 4L

Zero B

The Ultimate Upgrade

Philips

WP 3890

Philips

WP 3891

Philips

WP 3892

Kenstar

WP - 117

1. Pre filter purification 2. Post carbon cartridge purification 3. Polyiodinated resin purification 1. Pre filter purification 2. Resine carbon cartridge purification 3. Polyiodinated resin purification 1. Pre filtration 2. Sediment filtration5 micron 3. Pre carbon filter 4. Activated carbon purification 5. Reverse osmosis membrane purification 6. Post RO backup purification 7. Reverse osmosis technology 1. Pre filter purification 2. Activated carbon purification 3. Ultra violt purification 1. Pre filter purification 2. Activated carbon purification 3. Ultra violt purification 1. Pre filter purification 2. Activated carbon purification 3. Ultra violet purification 1. Pre filter purification 2. Silver impregnated activated carbon purification 3. Ultra violet purification 1. Pre filter purification 2. Silver impregnated activated carbon purification 3. Ultra violet purification

Kenstar

Le Pure

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Competitor Analysis

Area
Electronic City Venktapura

Competitor
Aqua Sure Nothing

Analysis
Cost and Company Brand Awareness Pureit problem about

Kormangala HSR layout

Aqua Guard Kent-RO & Aqua Guard

Pre-fitted Aqua-Guard. Hard water and Pureit cant work.

Bommanahalli Audugodi EjiPura

Nothing Eureka as well as Kent

Awareness problem Branding.

Nothing and somewhat Price and Bore-well water TATA Swach

Singasendra Venketeshawara

Canned Water Canned Water as well as bore-well water

Awareness problem. Branding problem and Prefitted purifier. Hard Water Awareness Pureit problem about

Nagnathpura Madiwala

Canned Water and Kent Eureka Forbes

Belandur Maggamanpalya

Nothing Nothing

Hard water and awareness Borewell water

Continued..
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Continued..
Electronic City:There are many companies in Electronic City. Some of which we have visited and some others are left. They can be targeted to increase the sales. Some company like Velankani Group have agreed but due to the unavailability of HR manager the work is pending. It is the good prospect for sales in future.

Venktapura:It is one of the most prospective area for sales. The main problem in this area is the awareness of the product. Regular visit to this place will help in increase the sales of the product.

Kormangala:
The only prospective area in Kormangala is the police colony. It has been almost covered. The rest is the small and big apartments and independent houses which can buy Pureit. But it is very hard to convince them.

HSR layout:The main problem of this area is the Hard Water. This is because of this that Pureit is not huge success. The area is completely dominated by Aqua-Guard and Kent-RO. Hence problems will be there while selling the Pureit there.

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Bommanahalli:It is also a good prospective place. The people mostly use can water and they can be convinced to buy the product. Doing regularly kiosk and cold call in this area can increase the sales.

Audugodi:
This area mainly consists of the people belonging to upper middle class. Though there are some houses also which can be targeted to sell the product. But the main problem in this area is the reluctance of people to think about some other brand rather than the most known one.

EjiPura:This area basically contains bore-well water but the people living there are using Pureit. So we can convince more people there by doing regular cold calls. The main thing about this area is that the people only say that the water here is hard but not that much and Pureit can be sold there.

Singasendra:It can be treated as prospective area. Though there are some Pureit customers there but the main problem there is the awareness problem. The people there can be motivated to buy the Pureit.

Venketeshawara:This area mainly consists of people residing in independent bunglows and apartments. The apartments there are pre-fitted with the Aqua-Guard. So the selling of Pureit is quite difficult in this area. 21

Nagnathpura:
It can be treated as the prospective area but the people there are more inclined to use Compact model rather than M05 and Autofill. But they can be encouraged and motivated to buy the Pureit.

Madiwala:It is one of the most prospective areas. We have arranged some events in this areas and it has turned to be successful. So we have been successful in generating awareness about Pureit by doing so. More of such programs can be held in future in order to do sales.

Belandur:The main problem in this area is the bore-well water. Apart from that the mainly middle and upper middle class people resides there who are reluctant to buy the product.

Maggamanpalya:The main problem in this area is also bore-well water. But Pureit can be used in this area. By contacting the people we came to know that they are not fully aware about the product. So by doing regular kiosk and cold-calls in this areas the sales can be increased.

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Customer Feedback
Consumers are the backbone of every business. The success of any business lies in the satisfaction of its consumer. Hence the

customer feedback is very important for any organization for its continuous betterment. It also helps in understanding the consumer mind set. The main customer reaction which we got for Pureit while doing kiosk and cold calls are as follows:

Pureit owner
Pureit give value for money. Some customer gives positive word of mouth they said that they will promote the product to their near and dear once. The product is excellent but the customer service is very poor. The main consumers who had already bought a Pureit had got complaint about its service mainly the change of Germ Kill Kit (GKK). The consumers give the order but they didnt get any response from company. The Problem cannot be resolve even after Customer complain given through Helpline number. Water Leakage Problem in M05. Some people said that after selling of the product they are not contacted in future time about the working of the product.

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Non Pureit Owner

The consumers are not aware about Pureit. Price is High compare to other water purifier (Tata Swach, Aqua Sure) Reluctance of the people to change their mind rather brand (especially in upper middle class people living areas). Problem in follow-ups i.e. the people who had already bought a Pureit are not suggesting the product to their mates or neighbours. Negative feedback given by the people who own Pureit restricts the non- Pureit owner to buy the product.

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CDS (Call-Demo-Sales)
Ammar Juzar Contact 220 Lead 83 Demo 5 Sales 2

Ankur Dubey Contact 187 Lead 72 Demo 5 Sales 2

Ashish Gupta Contact 208 Lead 61 Demo 5 Sales 1

Manish Singh Contact 157 Lead 54 Demo 5 Sales 1

Manjri Varu Contact 200 Lead 59 25 Demo 5 Sales 1

Prateek Shrivastava Contact 245 Lead 59 Demo 5 Sales 1

Shrikant Kumar Contact 211 Lead 65 Demo 5 Sales 1

Shoubhik Sen Contact 216 Lead 71 Demo 5 Sales 2

Sumit Thakur Contact 226 Lead 60 Demo 5 Sales 1

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Key Learning
Importance of Pure water: - Pure water is very important. For being healthy especially in Bangalore where we have so many sources of water and the time of rainy reason. The prime objective of HUL coming out with Pureit is to provide consumer with pure water and people get rid of water borne diseases. Patience: - Selling is an art and patience is the most important virtue a sales man should have. The training provided by HUL helped us to be patience even when consumers are rude to you or when they dont entertain you. Adaptability: - Selling is something we are doing for the first time especially DTH and KIOSK. Initially it was a bit difficult to adapt but later on we adapted to it. Consumer Behavior: - Theoretically we have learned about consumer behaviour but in reality the picture is different. Consumer behaviour was different at different places in Bangalore. Consumer Buying Behavior and Pattern: - We have seen that consumer buying behaviour varies from upper class to lower class. Upper class goes with the brand whereas lower class is very apprehensive about cost and to some extent quality.

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 Competitors analysis: - Pureit has various competitor we analysis the competitor strength and weakness that was help us lot to sell our product.

Types of Consumers: Irate Consumer Consumer with Technical Knowledge Consumer with no awareness

Building and managing consumer relations: - From the marketing point of view consumer relation is very important. In future these consumers do the word of mouth advertisement of our product. Conversion (from Business point of view): - we also understand the importance of conversion from business point of view. A part from spreading awareness about the product the sale of Pureit is also important. Convincing the people to buy Pureit also important.

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Suggestion
There are some suggestions which we want to put forward The sales-executives should not concentrate only on the sales rather they have to concentrate on the consumer (i.e. Consumer Resource Management). The service provided by the company has to be improved (mainly the Germ Kill Kit). Apart from concentrating on colonies, companies have to be targeted in order to increase the sales. Some public places like gardens can be targeted in order to increase the awareness and sales of the product. Also in some days in week some religious places like mosques, temples and Gurudwaras can be visited in order to promote the product. Provision of instalments and discounts in order promote the product and increase the sales.

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Conclusion
While working with Pureit for 45 days, has helped us in learning a lot of things. It taught us that for doing any business patience is the very important. Especially in case of sales it is very important. We have also experienced the people behaviour in different situations and their different expectations from the same product. While working there we also got chance to deal with the corporates and their way of dealing the proposals which will surely help us in future. We also got chance to implement some new ideas which we have studied in our class-rooms. Hence while working on ground level we have learnt many things which will surely be helpful to us in coming future.

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Bibliography
Websites Referred: Wikipedia: http://en.wikipedia.org/wiki/Hindustan_Unilever http://en.wikipedia.org/wiki/Pureit

Official websitehttp://www.pureitwater.com/

Purifier Informationhttp://compareindia.in.com/products/water-purifiers/

Books referred: Kotler, Philip., Kelly. Koshy & Jha., Marketing Management, 13th Edition. New Delhi: Dorling Kindersley, 2009

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