Neeraj Summer Training Report

SUMMER TRAINING REPORT
ON
(A STUDY ON MARKETING MIX & COMPETITIVE
ANALYSIS KENT RO)
A SURVEY OF CUSTOMER ANALYSIS GWALIOR
(TOWARDS PURIFIER WATER)
Undertaken
at
BANSAL KITCHEN APPLIANCE
In Partial Fulfillment of Masters of Business Administration

At
MAHARAJA INSTITUTE OF MANAGEMENT AND TECHNOLOGY,
GWALIOR (M.P.)
Submitted To:
Submitted By:
NEERAJ SONI
MBA (2014-16)
DECLARATION
It is hereby declared that the Summer Training Report entitled MARKETING STRATEGY
OF CUSTOMER ANALYSIS has been prepared as the part for the completion of the degree
of masters of business administration from Maharaja Institute Of Management & Technology
and it is based on the original research work and will be used only for the academic purpose. It
will not be produced in any condition as a source of information to an industry.
Date :
NEERAJ SONI
Place :
MBA 3rd sem.
ACKNOWLEGEMENT
It is privilege to express my gratitude & sincere thanks to Maharaja Institute Of

Management & Technology, Gwalior has given us the opportunity to Summer training
report on the topic . I am thankful to Mr. Achal Pillai (Director-MIMT), Dr. Subeer
Banerjee (Dean Academics), and Faculty Guide (Guide Name )for his/her valuable
guidance and support through out report preparation. I would also like to thank
Mr.
..
I sincerely thank computer laboratory in-charge and library staff for their timely cooperation.
I would also like to thank to all people who directly or indirectly helped to complete the
report.
Date:
Place :
NEERAJ SONI
MBA 3 rd sem.
PREFACE
T h e p r o j e c t i s b a s e d o n t h e A STUDY ON MARKETINGMIX $ COMPETITIVE
ANLYSIS KENT RO. The project took 7 weeks for completion. The main motive of
project report was to enhance my expertise and extensive knowledge I gained through my
course, by applying it practically to the market of mineral water.
T h e p r o j e c t h a s b e e n c o m p l e t e d b y collecting the primary data by interviewing
the various companies of Gwalior. Secondary data was also used as per the
availability from different sources. In all the study was to find out at which
geographical area the potential customer may exist and also to study the consumer
behavior regarding water purifier sectors.
During the project, I learnt the procedures and various other aspects of marketing of water
purifier by applying theoretical knowledge and concepts to the best.
Needless to say, errors and omissions are bound to occur.
Last but not the least, I am grateful to all those who happened to be a part of the
successful completion of this Project and my mind and heart for going hand in hand!
NEERAJ SONI
CONTENTS
Chapter 1
INTRODUCTION OF KENT HISTORY
ABOUT THE KENT RO
FACILITY AND TURN OVER
OVERVIEW
OUR VISION
OUR MISSION
AT KENT WE VALUE
AWARD $ RECOGNITION
CERTIFICATION
KENT ADVANTAGES
Chapter 2
BASIC PRINCIPLES OF SAVE DRINKING WATER
SOME BASIC FACTS ON WATER PROBLEM
COMPANIES PROVIDED PRODUCTS FOR SAFE DRINIKING WATER
MINIRAL RO TECHNOLOGY
GRAVITY BASED UF TECHNOLOGY
RESEARCH METHODOLOG
>SECONDARY DATA
OBJECTIVES
Chapter 3
SUGGESTIONS & RECOMMENDATIONS
Chapter 4
Conclusion
REFRENCES
Chapter - 1
INTRODUCTION OF KENT HISTORY
Kent RO Systems Ltd is an Indian healthcare products company headquartered in Noida, Uttar
Pradesh. It makes water purifiers based on the process of Reverse osmosis (RO) purification.
Over the years the company has diversified into other products such as air purifiers, vegetable
and fruit purifiers and water softeners. The company exports to SAARC countries, Middle East,
Bangladesh, Nepal, and Kenya. It expects a contribution of 15% of total turnover to come from
exports in the near future. The company won the Golden Peacock Eco Innovation Award for its
contribution in developing innovative water purifying technology and preventing environment
degradation in 2007.
Kent has its manufacturing base in At KENT, we ensure that every day we come up with
fresh idea to make your life a little more pure KENT holds the credit of introducing pathbreaking purification technologies. It is known the world over as the pioneer of RO
purifiers. While benefits RO as a process were known since 1970s.
KENT gives it the shape of a usable, world-class product, KENT RO purifiers gives the
purest water while retaining essential natural minerals. It is superior to purifiers that are
solely UV purification by adding a RO process in addition to UV purification.
The Indian home water purifier market has seen robust growth in the past few years and several
new players have entered into it, hoping to tap the huge potential that the market offers.
One of India's oldest and well-respected players in the segment, Kent RO Systems is also gearing
up for expansion, both in India and abroad. The company expects to record a turnover of Rs 350
crore during the current financial year as against Rs 240 crore last year.
KENT RO Systems Ltd Chairman Mahesh Gupta speaks to Girish Chadha of India Water
Review on the company's growth plans and how it is expanding its dealer network to reach more
customers.
Last fiscal our turnover was Rs 240 crore. Currently, the turnover is expected to be 350 crore and
we look forward to become a Rs 500 crore player by 2013. We are very close to this milestone,
with having around 40 per cent of the market share. With our franchising route we are optimistic,
it will enhance our brand and the market share in all categories.
The company expects to achieve Rs 350 crores turnover in this fiscal. To accomplish this goal,
the company would expand the distribution network. The company is also trying to make after
sales services much better so that consumers dont face any kind of service problem. Currently,
we have a strong marketing network of 800 distributors and 6000 dealers which we intend to
increase to over 1000 distributors and 10000 dealers by the end of this fiscal. Seeing the rising
demand of water purifiers in the market, we intend to enter South India in a big way.
KENT RO Ltd has three manufacturing plants in Roorki and making one another plant in Greater
Noida with the total investment of 20 crore. It would be completed by the end of this year. As of
now, company has invested Rs 50 crore on its manufacturing plants. Currently, the
manufacturing capacity of the company is 5 lakh per pieces per year but with Noidas
anufacturing plant, company expects to escalate its production capacity to 7 lakh water purifiers
per year.
Kent Water are already present in international market as we have started exporting our products
to SAARC countries; Middle East including Iraq and Dubai; Bangladesh, Nepal; and Kenya in
Africa since February. In the next two-three years, we are expecting a contribution of 15 per cent
in our total turnover for exports.
There is a huge scope in health care products especially in water purifiers as instead of a style
segment, its a need today. It is a huge untapped market. KENT RO SYSTEMS Ltd is the
company that fulfills requirements of the consumers
giving them good value for money with a wider portfolio of products ranging from Rs 1250 to
Rs 15000.
About The Kent RO
In most homes, boiling water to rid it of its impurities seems to be the most common practice. It
is this mindset that Mahesh Gupta is still trying to fight even after 13 years of setting up a water
purifying company. In India, penetration of reverse osmosis (RO) method of water purification
is only about one per cent, says Gupta, founder and chairman, Kent RO Systems Ltd. (Kent).
What most dont understand is that boiling does not remove all the impurities, especially the
dissolved ones. Hence, educating customers and building awareness about RO is one of our
biggest challenges, he adds.
Noida-based Kent has sold more than a million RO units since its inception. It has many models
now, including Kent Grand and Kent Pearl, ranging between Rs. 13,000 to Rs. 17,000 per unit.
About 80 per cent of its revenues are from its RO sales and the company holds around 40 per
cent market share. For the financial year 2012, the company has closed revenues of Rs. 331 crore
from Rs. 240 crore last fiscal with a top line growth of close to 40 per cent.
Building a brand
For the first six years, there wasnt much of a brand building exercise at the company. Initially,
we sold our products through the direct marketing route. But, in 2005, I realised that to sell a
consumer product, we need to turn it into a brand for consumers to recall it, says Gupta. Thats
when he started advertising and brought onboard a brand ambassador actor Hema Malini. He
considers this phase as Kents second innings as the product also was redesigned and ROs
technology was modified. RO then effectively removed impurities but it also got rid of essential
minerals in the water. So, we designed a product that would retain the minerals. And since then,
we have been growing at an average of 30 per cent to 40 per cent every year, shares Gupta.
Over the past three to four years, Kent has also diversified into other products such as air
purifiers, vegetable and fruit purifiers and water softeners. Last year, it signed actor Boman Irani
to promote its tap water purifier product.
But Gupta admits that fighting for awareness for RO takes considerable time, that educating
about its other products is twice as difficult. However, he knows that his promotions have paid
off. It is definitely easier to sell our products now word-of-mouth has helped our cause. And
once we educate people, they are ready to pay when it comes to securing their health despite the
availability of more affordable purifiers in the market, says Gupta.
Unlike its competitors, Kent does not do house calls. It undertakes visits only on request or
through reference and is able to close 40 per cent of such sales.
Since it is a costly product, people like to discuss and debate about it. Instead of forcing it on
them, we would rather make an impact through our advertising, says Gupta. Kent has a strong
distribution network with 400 distributors spread over the country with northern states providing
most traction. In the next fiscal, it hopes to increase the number to 700 distributors.
Changing the game

For Gupta, Kent is his second tryst as an entrepreneur. An IIT-Kanpur graduate, he worked with
the Indian Oil Corporation for 11 years before he decided to quit so that he could implement his
ideas. In 1988, he started SS Engineering (that still functions) to test and conserve petroleum
products. The origination of Kent happened by chance when both his children fell sick to
jaundice. Having never used a water purifier at home and not satisfied with the ones available in
the market, Gupta decided to make one by importing the components. Through his research he
learnt that RO was an effective water purification method a technology that was available in
other markets. Water impurities include bacteria, dust, algae and others, which ultraviolet filters
can remove but dissolved impurities such as salt, arsenic and chloride that one cannot see are
removed with the help of RO. Though water wastage is high during this process, Gupta prefers to
refer to it as water consumption or reject water. Like how when one washes their clothes there
is reject water, similarly water is consumed to clean water, he says. Gupta also adds that,
irrespective of groundwater or metro water, RO is useful due to the kind of impurities present in
water now.
"Initially, we sold our products through the direct marketing route. But, in 2005, I realised
that to sell a consumer product, we need to turn it into a brand for consumers to recall it."
Gupta setup Kent with a Rs. 2 lakh as investment but his biggest challenge was to sell his
product. RO is a costly procedure. My product would cost around Rs. 20,000 while my
competitors would price their products at Rs. 5,000. Also, I was fighting a big elephant,
Aquaguard by Eureka Forbes, which was well established in peoples minds. To sell even a third
unit became a monumental effort. But as his small number of customers was happy with the
product, Gupta knew it would be successful someday.
Now, with many models on its roster, the research and development for Kents products is a
continuous process that takes place in Noida, with about four per cent of its revenues allocated to
it. Kent has three manufacturing facilities in Roorkee with a capacity to produce 5 lakh units
annually.
A fourth plant is underway in Greater Noida with an investment of Rs. 10 crore that will become
functional in two months time. With this, its capacity would increase to 7 lakh units per year.
A sustainable pace
While courting growth, Gupta made a conscious decision to not go the venture capital route. I
am not an aggressive person. Kent couldve been a Rs. 1,000 crore company but I would rather
move at a comfortable pace. Were financially sound now and rely on internal accruals for
further growth, he says. Even today, some of his biggest challenges continue to be what plagued
him earlier on cost reduction, building awareness about RO and timely servicing. It is a
continuous exercise to bring down the cost, which is a setback because besides the initial high
cost, RO technology is high maintenance as well. We try our best to be prompt in our service,
adds Gupta.
Gupta estimates the water purifying market to be around Rs. 1,500 crore and growing. The
company is bringing in Rs. 5 crore worth of exports through its global arm and hopes to increase
it further. But for now, his focus is on home ground. His target for fiscal 13 is Rs. 450 crore.
We still have a lot of potential to grow here but we want to do it at a sustainable pace around
30 per cent to 40 per cent every year, he concludes.
Introduction To Kent RO Systems Ltd
Type
Industry
Founded
Founder
Headquarters
Area Served
Key People
Website
Public
Consumer Durable Healthcare
1991
Mr. Mahesh Gupta
Noida, India
Worlewide
Mr. Mahesh Gupta, Chairman
http://www.kent.co.in/
FACILITY AND TURNOVER
Facility
Kent has its manufacturing base in Roorkee (Uttarakhand) which is spread across
400,000 sq. ft and has an annual capacity of 1 million units. Its technology is validated
by UNESCO and certified by other organizations such as NSF, WQA, TUV and ISO.
Turnover
Kent sells more than 225,000 RO purifiers every year and holds around 40% market
share in India. Its annual turnover in 2010 was Rs. 250 crore. About 80% of its revenues
are from its RO purifiers. The company has sold over a million units to date.
Kent RO Systems Ltd is an Indian healthcare products company headquartered
in Noida, Uttar Pradesh. It makes water purifiers based on the process of Reverse
osmosis (RO) purification. Over the years the company has diversified into other
products such as air purifiers, vegetable and fruit purifiers and water softeners. The
company exports to SAARC countries, Middle East, Bangladesh, Nepal, and Kenya. It
expects a contribution of 15% of total turnover to come from exports in the near
future. The company won the Golden Peacock Eco Innovation Award for its contribution
in developing innovative water purifying technology and preventing environment
degradation in 2007. Kent has its manufacturing base in At KENT, we ensure that
every day we come up with fresh idea to make your life a little more pure
KENT holds the credit of introducing path-breaking purification technologies.
It is known the world over as the pioneer of RO purifiers. While benefits RO
as a process were known since 1970s. KENT gives it the shape of a usable,
world-class product, KENT RO purifiers gives the purest water while retaining
essential natural minerals. It is superior to purifiers that are solely UV
purification by adding a RO process in addition to UV purification.
OVERVIEW
\KENT RO Systems Limited is a 21st century healthcare products company

with a vision to make the world a healthy and a happy place. Pioneers in
bringing the revolutionary Reverse Osmosis (RO) technology to India, KENT

started its operations from Noida, India in 1999.
Over the years, it has evolved as a market leader providing technologically
advanced healthcare products ranging from Water Purifiers, Air Purifiers,
Vegetable and Fruit Purifiers to Water Softeners. It has become synonymous
with offering purity and is known for its robustness in technological
performance and innovative designs enhancing quality of everyday living.
KENT is ISO 9001:2008 certified and has been at the forefront of innovation.
It has grown to be a strong organization with offices across India and most
importantly, millions of satisfied customers to its credit worldwide.
With a purpose to give good health to one and all, KENT is the best guardian
of your familys health!
OUR VISION
people live To be a socially responsible brand making a difference in peoples lives by

affecting all- pervasive areas of their existence- water, food and air. Our fundamental
vision is defined by producing innovative healthcare products that purify the water we
drink, the food we eat and the air we breathe, and thus help healthier.
OUR MISSION
To be a masterclass in inventive brilliance. We strive to bring to fruition for our

customers, the freedom from water-related problems and peace of mind for good health
through our wide range of healthcare products that deliver impeccable standards of
quality and service
AT KENT WE VALUE
Customers
We acknowledge that every individual brings different perspectives and
capabilities to the team and a strong team is built on high moral values and
fair practice. We provide equal opportunities for growth to all our employees
and foster a collaborative and mutually supportive environment.
People
We give highest value to our customers requirements and do everything
possible to provide them complete satisfaction. We are a conscious,
compassionate and high-principled provider of authentic service enhancing
customer experience at every touchpoint and fulfilling the needs
comprehensively, fast and efficiently.
Honesty
Integrity is the foundation of everything we do. At KENT we conduct our
business with the highest standards of professionalism, ethics, quality and
fairness and develop relationships based on trust. Our core values and
philosophy are the foundation for every business decision we make.
Team Work
We are team players and team builders. We openly communicate across all
levels of organization because we believe that success can be achieved
through collective efforts committed to achieving common defined goals. Our
employees are encouraged to participate in the decision making process and

we believe that teamwork leverages ones individual strengths.
CERTIFICATIONS
KENT has received the highest level of certifications for its products by
renowned laboratories of the world. Each of its products is a result of
intensive research and represents cutting edge technology. The products
adhere to not only national but international standards as well and serve as a
benchmark for the water purification industry.
2014
Certfying Agency
Model Name
OF INDIAN STANDARDS
KENT
KENT
KENT
KENT
KENT
KENT
KENT
KENT
KENT
BUREAU
ELITE-II MINERAL RO
PEARL MINERAL RO
EXCELL+ MINERAL RO
SUPREME MINERAL RO
GRAND MINERAL RO
SUPER STAR MINERAL RO
PRIME MINERAL RO
PRIME TC MINERAL RO
ACE MINERAL RO
KENT GRAND+ MINERAL RO

KENT MAXX UV
KENT ULTRA UV
BUREAU
OF INDIAN STANDARDS
Standards /
Code
Water purifiers
with ultraviolet
disinfection
IS:14724
CM/L:
4872178
Water purifiers
with ultraviolet
disinfection
IS:14724
CM/L:
4872178
2014
Certfying Agency
Model Name
Standards /
Code
KENT
KENT
KENT
KENT
GRAND+ MINERAL RO
GRAND MINERAL RO
PEARL MINERAL RO
SUPREME MINERAL RO
RoHS-Directive
2011/65/EC
KENT
KENT
KENT
KENT
KENT
SUPREME MINERAL RO
GRAND+ MINERAL RO
PEARL MINERAL RO
GRAND MINERAL RO
EXCELL+ MINERAL RO
NSF/ANSI 53
KENT
KENT
KENT
KENT
GOLD UF
GOLD+ UF
GOLD OPTIMA UF
GOLD STAR UF
WQA S-200
ROHS
COMPLIANT
NSF
INTERNATIONAL, USA
WATER
QUALITY ASSOCIATION
2014
Certfying Agency
Model Name
WATER
QUALITY ASSOCIATION
KENT
KENT
KENT
KENT
KENT
KENT
KENT
KENT
SUPREME MINERAL RO
GRAND+ MINERAL RO
GRAND MINERAL RO
PEARL MINERAL RO
PRIDE MINERAL RO
EXCELL+ MINERAL RO
SUPER+ MINERAL RO
Standards /
Code
WQA S-200
2013
Certfying Agency
Products/QMS
KENT GOLD UF
KENT GOLD+ UF
KENT GOLD OPTIMA UF
NSF
INTERNATIONAL, USA
Standards /
Code
NSF/ANSI 53
2013
Certfying Agency
Products/QMS
SWISS
CERT PVT. LTD.
KENT
KENT
KENT
KENT
KENT
KENT
KENT
KENT
KENT
KENT
KENT
KENT
GRAND+ MINERAL RO
EXCELL+ MINERAL RO
ELITE MINERAL RO
ELITE-II MINERAL RO
PRIDE MINERAL RO
PEARL MINERAL RO
SUPER+ MINERAL RO
WONDER MINERAL RO
GRAND MINERAL RO
SUPREME MINERAL RO
PERK RO PURIFIER
KENT ULTRA UV
KENT MAXX UV
Standards /
Code
CE/045-A
CE/045-B
SWISS
CERT PVT. LTD.
SWISS
KENT
KENT
KENT
KENT
KENT
KENT
KENT
KENT
GOLD UF
CRYSTAL UF
GOLD+ UF
TAP GUARD
GOLD OPTIMA UF
GOLD COOL UF
GOLD SMART UF
GOLD STAR UF
CE/045-C
2013
Certfying Agency
Products/QMS
Standards /
Code
CERT PVT. LTD.
KENT
KENT
KENT
KENT
KENT
MINI WATER SOFTENER

AUTOSOFT 255 SOFTENER
AIR PURIFIER (TABLE TOP)
AIR PURIFIER (WALL)
VEGE & FRUIT PURIFIER
CE/045-D
SWISS
CERT PVT. LTD.
KENT RO SYSTEMS LTD MANUFACTURING, SALES,

MARKETING & SERVICING OF
WATER PURIFIERS
TUV SUD
AMERICA INC.
ISO 9001:2008
2011
Certfying Agency
NSF
INTERNATIONAL, USA
Products
Standards /
Code
KENT RO SYSTEMS LTD.
NSF/ANSI 53
KENT ADVANTAGE
Proven Track Record

KENT, a leading global manufacturer of healthcare products has an
established track record of over a decade in the water purification industry
and its purifiers are trusted by millions of satisfied customers worldwide.
Nationwide Network
KENT has its offices at over 20 locations across India with over 1200 channel
partners nationwide. Its service network is present at over 600 locations to
make sure that customers experience a continued and trouble-free after
sales support for their products.
Premium Quality
Innovation has been the lifeblood of KENT and forms not a part but its
existence. KENT is an ISO 9001:2008 company and most of its products are
tested and certified by renowned laboratories of the world such as WQA and
NSF in USA. All its products also conform to CE certification.
Wide Range of Products

With its trademarked KENT's Mineral ROTM expertise in water purification
industry as a triumphant treadstone, KENT has extended its brand portfolio
to air purifiers, vegetable and fruit purifiers and water softeners. It thrives to
achieve its larger brand goal of making the world a healthy and a happy
family. With all this and more it continues its pursuit in creating many such
products.
Affordable Range
sssssssssssKENTs aim is to provide healthcare solutions at an affordable
price to one and all around the world. All its products are designed to suit
varied needs of customers and for different types of end usage. The entire
range of products is competitively priced to provide value for money and

easy reachability.
MINERAL RO TECHNOLOGY
Pure Innovation
At KENT, we ensure that every day we come up with fresh idea to make your
life a little more pure.
Double Purification: RO+UV/UF
KENT holds the credit of introducing path-breaking purification technologies.
It is known the
BASIC PRINCIPLES OF SAFE DRINKING
Worldwide human freshwater use increased. Fresh water is used for

domestic, recreational, irrigation, livestock support and industrial purposes.
The heaviest use is for irrigation, which typically accounts for well over 60%,
and industry, which accounts for a further 25%.
Aquifers are being rapidly depleted and contamination is a rising threat.
There are three main sources for increasing supply of fresh water where it is
needed: reuse for multiple purposes, desalination of seawater and brackish
(salty) surface water and groundwater, and conservation (avoiding wasteful
use and water loss from leaks). Each of these is becoming essential to meet
demands in an increasing number of circumstances.
Water quantity
It has been estimates that the use of at least 20 liters of drinking-water per
capita per day represents the minimum quantity required for drinking, food
preparation and basic personal hygiene; a quantity higher than 50 liters per
capita per day should ensure basic laundry and bathing in addition to the
latter uses; quantities beyond 100 litres per capita per day would represent
an optimal access and should ensure all the previous uses plus a
considerable level of comfort and well-being (Howard & Bartram 2003).
With no access to a water source within less than a 30 minute walk to fetch
water and come back, consumption is likely to be less than the basic
requirement, and hygiene will probably be inadequate. It is important to
note, however, that even when optimal supply is achieved, if the supply is
intermittent, additional risks to health occur because of the compromised
condition of the drinking-water supply, as well as interference with the
function of waterborne sanitation systems.
Water quality and safety

At least 1.8 million people die every year from diarrheal diseases, including
cholera; 90% are children under the age of five, mostly in developing
countries. WHO estimates that 88% of diarrheal disease is attributed to
unsafe drinking-water supply, and inadequate sanitation and hygiene?
Studies have indicated that 7 improved drinking-water supplies reduce
diarrhea morbidity by 6% to 25%, and improved sanitation reduces it by
32%. Hygiene interventions, including education and hand washing, can
achieve up to 45% reduction of diarrhea cases. In the absence of a goodquality drinking-water supply use of household water treatment, such as
chlorination with a few drops of bleach at the point of use, can reduce
diarrhea episodes by 39%.
Public drinking-water supplies
A drinking-water supply system consists of three major elements: source,
treatment and distribution to the users. Contamination can occur in any of
those segments and the prevention and mitigation of contamination are
essential roles of the water supplier, as well as assuring that the water
continuously delivered to the consumers entry point is safe and
aesthetically acceptable.
Each element in the system has vulnerabilities to be managed. The best
protection is the multiple barrier approach, which relies upon a series of
barriers from the protection of the source water to multiple treatment
processes and distribution system integrity to ensure that potentially harmful
contaminants are removed with confidence before they reach the consumers
tap.
The prevention, mitigation and elimination of contamination risks are the key
responsibilities of water providers, and regulators in their oversight role. The
consuming public also has responsibilities to protect the safety of the water
within their dwellings by ensuring the integrity of their piped systems,
providing quick repairs when needed and properly storing and using drawn
water so as to protect its quality and safety. In the event of usage of
nonpublicly distributed water, or when the public supply is unreliable or
unsafe, users can also take measures to ensure that their water is safe to
drink.
Some basic facts on Water problem

Infected water causes an estimated 80 percent of disease in India,
according to the World Health Orbanization (WHO).
About half the worlds reported cases of polio, a crippling disease which is
waterborne, occur in India.
Each year, diarrhea kills 500,000 Indian children.
Water is pure at the source which is the municipal treatment plant. It comes
to your house through pipes.
These pipes are very old and have rusted, which way be the 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.
With the ever growing problem of safe drinking water faced in India, HUL
has come with a social initiative of providing safe and pure drinking water by
means of pureit, a quality yet affordable water purifier.
Comepititor Providing Product for Safe Drinking Water

1. Whirlpool- Purafresh elite
2. Whirlpool Purafresh Deluxe
3. Whirlpool Purafresh Platinum
4. Eureka Forbes Aquaguard Total RO
5. Eureka Forbes- Aquaguard Ultra
6. Usha Brita Water guard SF 620T
7. Usha Brita Water guard Digital
8. Zero B Zero Purling 2L
9. Philips-WP 389
10.
Kenstar-WP-117
11.
Livpure Magna (RO+UV+UF).
world over as the pioneer of RO purifiers. While benefits RO as a process

were known since 1970s. KENT gives it the shape of a usable, world-class
product, KENT RO purifiers gives the purest water while retaining essential
natural minerals. It is superior to purifiers that are solely UV purification by
adding a RO process in addition to UV purification.
Retention of essential natural minerals in Purified water.
One Distinct advantage which sets KENT RO purifiers apart from other RO
purifiers is its ability to retain essential minerals in purifier water.
Conventional RO water purifiers while removing dissolved impurities also
remove natural minerals, that are essential for a healthy life, thus rendering
purified water tasteless and inadequate for drinking.
As visionaries of the future and health living, KENT provides a bridge

between scarcity of purity and its availability. Its revolutionary technology of
RO+UV+UF+TDS controller purifies water while retaining the essential
natural minerals. This technology ensures that the water becomes not only
the purest, but is healthy too.
GRAVITY BASED UF TECHNOLOGY

Kent Gold; Gravity based water purifiers, uses a chemical free purification
technology to purify water.
Conventional gravity based water purification systems commonly available in
the market, use chemicals like chlorine and bromine for purification. On the
other hand, Kent Gold water purifiers employs a tried and tested three stage
purification technique, using a start of the art filters and membranes to
ensure that the purified water is free of all the physical, chemical and
biological impurities like protozoa, cysts and even bacteria.
The distinguishing features of Kent Gold series using UF technology are
Chemical free purification technique.
Purified water free of Cysts, Protozoa and Bacteria.
Does not require Electricity for purification process and no running

water required either.
Economical operational and maintenance costs.
Certified by world renowned water quality Audit Agency including NSF

and WQA USA.
Flow Diagram: Three stage water purification

Acting as a first line of defense, the sediment filters remove all the physical
impurities like sand, dust, mud, pollen and any other physical impurities.
The water is then made to pass through a bed of carbon based filters which
removes all the chemical impurities.
In third stage the water is made to pass through a UF membrane with an

ultra-fine pore size of 0.1 micron. The small pores of UF membrane in Kent
Gold removes bacteria and cyst.
NO WATER WASTAGE TECHNOLOGY

The RO purification process is essential to remove dissolved impurities like
arsenic, fluorides, heavy metals, etc. as they are harmful for health.
Conventional RO purification technology, while purifying, rejects a very high
percentage of water (around 80%) and only 20% purified water is recovered.
Balance water is wasted and goes down the drain. KENT has developed an
innovative and patented technology which offers no water wastage in RO
purifiers. The heart of this technology is a computer controlled process
wherein the membrane is washed automatically and more than 50% of water
intake is recovered as purified water. The balance rejected water is stored in
a separate Reject Water Tank. The rejected water from the purification
process is suitable for multiple household purposes like watering of plants,
mopping etc. The net result is no water wastage.
OBJECTIVES
The followings are the main objectives of this research project

How to increase productivity of sales in kent
Competitive analysis ofkent ro
METHODOLOGY
Type of research-Descriptive & Exploratory research
Descriptive study is a fact finding investigation with an adequate
interpretation. It is the simplest type of research and is more specific. Mainly
designed to gather descriptive information and provides information for
formulating more sophisticated studies. Descriptive research, also known as
statistical research, describes data and characteristics about the population
or phenomenon being studies.
Scaling technique
For the measurement of variables, Nominal Scale is used which is the most
widely used scale in market research, where respondents specify their
response to a statement
DATA COLLECTION
1. Primary DATA
(A).Questionnaire: - A set of questions related to the research topic was
formulated. Response for each questions included in the questionnaire has
been collected from the customers.
(B). Interview: - Apart from collecting different responses from the
customers some extra information has been obtained through face to face
interviewing activity.
2. Secondary Data
Secondary research was done to build an in-depth understanding of the
kiosk(outreach)
Information from various published resources like India stat and other
research bodies were also used to validate the market figures and crossvalidate the data.
Detailed analysis of secondary information was used to arrive at the
specific frameworks provided in the report.
3. Sampling methodology: The sampling methodology used is Non
Probability sampling technique-Convenience sampling (A non probability
sampling technique that attempts to obtain a sample of convenient
elements. The selection of sampling unit is left primarily to the interviewer)
4. Sample size: I had chosen 100 samples for the analysis.

5. Questionnaire: The questionnaire is formed in such a way that the
information required for the study is acquired from each item i.e. questions.
Here I have used Nominal scale of measurement to measure the
respondents responses with each of the series of the items in the form of
statements. The respondents category range from housewives & working
women to working men.
6. Sampling design:
I. Selection of study area: gwalior and dabra II. Selection of Sample size:
100
SCOPE AND IMPORTANCE OF THE STUDY

The project aims to get us out of the classroom and into the real world of
companies/ competitors, markets, managers and customers. For me, it opens
the way for walking into experiences. The ultimate goal of this research is
enormous with its true sense. Physically and practically, it shows the
potential for the company and me.
The scope of the project helps in analyzing the factors, which influence
the referring behavior of customers.
The scope is such that the study has been conducted by taking
samples from different areas, which depicts the overall picture.
The results obtained will give an overview of the different criteria

based on which an existing customer can be used to generate
sufficient leads for the company.
The study can be helpful in taking decision so as to improve the
approach towards customers for getting reference and service.
This project also helps to know how an organization works in real
environment and under different market scenario.
Importance of Study:
The main purpose of study is to increase the productivity of kiosk (outreach)
regarding kent ro water purifie. The survey was conducted in gwalior and
dabra area not all but only some parts have included for survey. Due to
shortage of time it was not possible to cover the whole areas. Thus the scope
of the study was completed with the time and resources available.
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 kent ro 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
and operating in over towns and cities.

Advantages of Direct Marketing
distributors across the country
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.
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
Contemporary designed RO purifiers based on the
proven state of an art KENT RO technology. Appropriate for mounting on

kitchen wall at homes and offices. Purifies water from bore-well, overhead
tank and municipal corporation, making it 100% safe and healthy for
consumption.
KENT GRAND+

KENT PEARL
KENT SUPREME
Marketing Mix
PRODUCT
PRICE
a) Easily available nationwide.
a) Product price range divided into four

segments to target different audiences.
b)Easy to handle.
b) Low cost of maintenance and
c) Multiple products launched for each
product type.
consumable.
c) Best prices offered when
compared
to other competitors.
PROMOTION
PLACE
a)Active subscription immediately
a) Urban educated India that cares

for
b) Right time installation of products

their family.
c) Properly repair services against paid
AMCs. d) Service during contract period
b) Areas prone to diseases.

C) Strategically chosen locations
for catching the eye of potential
consumers.
d) Various stalls near market
places
Questions to ask
What questions should be asked when undertaking competitor analysis?
Who are companys competitors?

What threats do they pose?
What is the profile of competitors?
What are the objectives of competitors?
What strategies are competitors pursuing and how successful are these strategies?
What are the strengths and weaknesses of competitors?
How competitors are likely to respond to any changes to the way company do business?
Why companies analyze competitors?

Some businesses think it is best to get on with their own plans and ignore the competition. Others
become obsessed with tracking the actions of competitors (often using underhand or illegal
methods). Many businesses are happy simply to track the competition, copying their moves and
reacting to changes.
Competitor
analysis
has
several
important
roles
in
strategic
planning:
To help management understand their competitive advantages/disadvantages relative to
competitors.
To generate understanding of competitors past, present (and most importantly) future
strategies.
To provide an informed basis to develop strategies to achieve competitive advantage in the

future.
To help forecast the returns that may be made from future investments.
Sources of information for competitor analysis
How the sources of competitor information can be neatly grouped into three categories:
Recorded data: this is easily available in published form either internally or externally. Good
examples include competitor annual reports and product brochures;
Observable data: this has to be actively sought and often assembled from several sources. A
good example is competitor pricing;
Opportunistic data: to get hold of this kind of data requires a lot of planning and organization.
What businesses probably already know their competitors?
Overall sales and profits
Sales and profits by market
Cost structure
Market shares (revenues and volumes)
Organization structure
Distribution system
Identity / profile of senior management
Advertising strategy and spending
Customer / consumer profile & attitudes
Customer retention levels
What businesses would really like to know about competitors?
Sales and profits by product
Relative costs
Customer satisfaction and service levels
Customer retention levels
Distribution costs
Size and quality of customer databases
Advertising effectiveness
Future investment strategy
DATA PRESENTATION & ANALYSIS

The following data and information has been obtained through research
activity.
Frequency Table
Table 5.1: Frequency and Percentage of the respondents who
have Kent RO
Have a Kent RO
Frequency
Percent
Yes
48
48.0
No
52
52.0
Total
100
100.0
Fig 5.1: Frequency and Percentage of the respondents who

have kent RO
FREQUENCY
70
60
50
40
30
Frequency
62
38
20
10
0
Yes
No
PERCENTTAGE
38
62
Yes
No
INTERPRETATION
The total no. of respondents includes in the research is 100.Out of 100
respondents, 48 % (48) of people have a water purifier and 52 % (52) people
have not water purifier.
Table 5.2: Frequency and Percentage of respondents

company water purifier, you are using and will use
Which Company
Frequency
Percent
kent
50
50.0
HUL Pure it
14
14.0
Eureka forbes
10
10.0
Philips
10
10.0
Whirlpool
7.0
Any Other
9.0
Total
100
100.0
which
Fig 5.2: Frequency and Percentage of respondents which company

water purifier, you are using and will use
FREQUENCY
PERCENTAGE
50
45
Eureka Forbes 9 HUL Pure it10 Kent

7
40
35
25
20
Whirlpool
15
10
5
14
10
FREQUENCY
50
30
10
14
0
Eureka Forbes
10
Kent
Philips
Any Other
50
Whirlpool
INTERPRETATION
Out of 100 respondents, the data of people are using water purifier and
people are not using water purifier .Those people are not using water
purifier, if they will buy ,they will buy only this companys product like Eureka
Forbes,Hul,Kent,Philips,Whirlpool.50% (50),14% (14),10% (10),10%(10),7%
(7),9% (9) of people are using and will use Eureka Forbes, Hul, Kent, Philips,
Whirlpool and any other companys water purifier
Table 5.3:
electricity
Frequency
and
Percentage
of
respondents
Electricity
Frequency
Percent
Yes
72
72.0
No
28
28.0
about
Total
100
100.0
Fig 5.3: Frequency and Percentage of respondents about electricity
FREQUENCY
PERCENTAGE
80
70
60
28
50
40
Yes
Frequency
No
72
30
20
72
28
10
0
Yes
No
INTERPRETATION
The above data tells about electricity of kent or water purifier, that is the
water purifier is working with electricity or without electricity. Out of 100
respondents, 72 % (72) of people have given their view that yes and 28 %
(28) of people have given their view No.
Table 5.4: Frequency and Percentage of respondents before buying
product, know about the product or want to see demonstration
Before Buying, know
about Product
Frequency
Percent
Yes
78
78.0
No
12
12.0
Don't Know
10
10.0
Total
100
100.0
Fig 5.4: Frequency and Percentage of respondents before buying

product, know about the product or want to see demonstration
FREQUENCY
PERCENTAGE
80
70
10
60
12
50
40
FREQUENCY
Yes
No
Don't Know
78
30
20
12
10
10
78
0
Yes
No
Don't Know
INTERPRETATION
The above data has given, before buying the water purifier; people want to
know the product or want to see demonstration of the product.78 % of
people have given their view Yes, they want to know the product details.12
% of people have given their view No, they dont want to know the product
details or product knowledge .10 % of people have given their view dont
know.
Table 5.5: Frequency and Percentage of respondents about taste

good, odorless and looks clear
TASTE GOOD,ODORLESS
LOOKS CLEAR
FREQUENCY
PERCENT
Yes
80
80.0
No
9.0
Don't Know
11
11.0
Total
100
100.0
Fig 5.5: Frequency and Percentage of respondents about taste good,

odorless and looks clear
FREQUENCY
PERCENTAGE
80
70
11
60
50
40
80
Frequency
Yes
No
Don't Know
30
20
10
11
80
0
Yes
No
Don't Know
INTERPRETATION
The above data has given the frequency and percentage of respondents
about taste of water is good, odorless, looks clear. Out of 100 respondents,
80 % (80) of people have given their view YES. the taste of water is good,
odorless and looks clear.9 % (9) of people have told NO, the taste of water
is good, odorless and looks clear and 11 % (11) of people have given their
view dont know about taste of water.
Table 5.6: Frequency and percentage of respondents about cost of

kent ro water purifier
COST
FREQUENCY
PERCENT
Rs. 1000- Rs. 5,000
37
37.0
Rs. 6,000- Rs. 10,000
27
27.0
Rs. 11,000- Rs. 15,000
20
20.0
More than Rs. 15,000
16
16.0
Total
100
100.0
Fig 5.6: Frequency and percentage of respondents about cost of

kent ro water purifier
FREQUENCY
40
35
30
25
20
15
10
5
0
FREQUENCY
Rs. 1000- Rs.

16 5,000
Rs. 6,000- Rs. 10,000
37
27
FREQUENCY
37
20
16
20
00
27
11
,0
00
-R
s.
10
00
-R
s.
Rs
.
Rs
.
More than Rs. 15,000
15
,0
5,
00
0
Rs. 11,000- Rs. 15,000
INTERPRETATION
The above data has given about frequency and percentage of cost of water
purifier. The percentage of people who are using or want to buy water
purifier in the cost range Rs 1000- Rs 5000 was found 37 % (37).The
percentage of people who are using or willing to buy water purifier in the
cost range Rs 6000-Rs 10000 was found 27 % (27). The percentage of people
who are using or willing to buy water purifier in the cost range Rs 11000-Rs
15000 was found 20 % (20). The percentage of people who are using or
willing to buy water purifier more than Rs 15000 was found 16 % (16).
Table 5.7: Frequency and Percentage of respondents about service
after sales
SERVICE AFTER SALES

Yes
FREQUENCY
64
PERCENT
64.0
No
36
36.0
Total
100
100.0
Fig 5.7: Frequency and Percentage of respondents about service

after sales
PERCENTAGE
FREQUENCY
70
60
50
36
40
Yes
No
FREQUENCY
64
30
64
36
20
10
0
Yes
No
INTERPRETATION
The above data has given frequency and percentage of respondents about
service after sales.64 % (64) of people have given their view that after sales ,
service is good and 36 % (36) of people have given their view that service is
not good.
Table 5.8: Frequency and Percentage of respondents about where
to prefer to buy the kent ro water purifier
PREFER TO BUY
FREQUENCY
PERCENT
Retail Outlet
30
30.0
Franchisee Dealer
21
21.0
Demo at your doorstep
49
49.0
TOTAL
100
100
Fig 5.8: Frequency and Percentage of respondents about where to

prefer to buy the kent ro water purifier
FREQUENCY
50
45
40
35
30
25
20
15
10
5
0
PERCENTAGE
Retail Outlet
Franchisee Dealer
30
49
Frequency
21
30
49
D
em
ep
at
y
ou
rd
oo
r
st
D
ea
ler
an
ch
ise
e
Fr
Re
ta
il
O
ut
let
INTERPRETATION
21
The above data has given frequency and percentage of respondents about
where to prefer to buy the water purifier 1)Retail Outlet 2)Franchisee dealer
3) Demo at your doorstep. Out of 100 respondents, 49 % (49) of people
prefer to buy kent ro water purifier from demo at your doorstep, 30 % (30) of
people prefer to buy kent ro water purifier from retail outlet and 21 % (21) of
people prefer to buy kent ro water purifier from franchisee dealer.
Table 5.9: Frequency and Percentage of respondents about warranty
of kent ro water purifier
WARRANTY
Frequency
Percent
6 Months
43
43.0
1 year
40
40.0
2 Year
17
17.0
Total
100
100.0
Fig 5.9: Frequency and Percentage of respondents about warranty

of kent ro water purifier
FREQUENCY
PERCENTAGE
45
40
35
17
30
25
Frequency
43
6 Months
1 year
43
2 Year
40
20
40
15
17
10
5
0
6 Months
1 year
2 Year
INTERPRETATION
The above data has given frequency and percentage about warranty of water
purifier. 43% (43) of respondents have given their view, 6 month warranty
period of water purifier. 40 % (40) of respondents have given their view, 1
year warranty period of water purifier. 17% (17) of respondents have given
their view, 2 year warranty period of water purifier.
Table 5.10: Frequency and Percentage of respondents about what

comes your mind first i.e. Price or Health & Safety or Both
What comes your mind
first
Frequency
Percent
Price
16
16.0
Health & Safety
39
39.0
Both
45
45.0
Total
100
100.0
Fig 5.10: Frequency and percentage of respondents about what

comes your mind first i.e. Price or Health & Safety or Both
Frequency
PERCENTAGE
45
40
16
35
30
Frequency
25
39
20
45
45 Price
Health & Safety
Both
15
10
16
39
5
0
Price
Health & Safety
Both
INTERPRETATION
The above data has told, frequency and percentage of respondents about
what comes customers mind first i.e. Price or Health or Both. Out of 100
respondents, 45 % (45) of respondents have given their view that both that
is price as well as health and safety. Percentage of respondents who are only
concern about health and safety was found 39 % (39).Percentage of
respondents who are concern about only price was found 16 % (16).
Table 5.11: Frequency and Percentage of respondents about market
activities
Market activities
Frequency
Percent
Road Show
55
55.0
Visual Merchandising
30
30.0
Others
15
15.0
Total
100
100.0
Fig 5.11: Frequency and Percentage of respondents about market

activities of kent
FREQUENCY
PERCENT
60
50
15
40
55
30
FREQUENCY
20
Road Show
Others
30
15
10
30
55
O
th
er
s
ha
nd
isi
ng
Vi
su
al
M
er
c
Ro
ad
Sh
ow
INTERPRETATION
T he above data has given frequency and percentage of respondents about
market activities of Pure it i.e. Road show, Visual Merchandising and others.
Out of 100 respondents, 55 % of respondents have given their view, they see
the road show of kent product that is kent ro water purifier. Percentage of
respondents who have given their view about visual merchandising was
found 30 % (30) and 15 % (15) of respondents have given their view other
activities conducted by kent ro company.
CROSS TABULATIONS
Table 5.12: Cross tabulation between Company and Taste of water
WHICH
COMPANY
Tastes good ,odorless ,looks clear
Total
Yes
No
Dont Know
Eureka
Forbes
10
Hul
14
kent
45
50
Philips
10
Whirlpool
Any Other
Total
80
11
100
Fig 5.12: Cross tabulation between Company and Taste of water
50
4
1
45
40
35
30
25
Dont Know
No
Yes
45
20
15
3
2
4
1
10
1
1
2
2
1
2
0
Eureka Forbes
Hul
kent
Philips
Whirlpool
Any Other
INTERPRETATION
1. PERCENTAGE WITHIN COMPANY
A. kent : Among the total 50 users
The view of Eureka Forbes users toward taste of water is good,
odorless and looks clear was
found, Yes 90 % (45), No- 2% (1), Dont
know- 8% (4)
B. Hul : Among the total 14 Pure it (Hul) users
The view of Hul users toward taste of water is good, odorless and looks clear
was found,
Yes 64.3 % (9), No- 14.3% (2), Dont know- 21.4% (3)
C. Eureka forbes : Among the total 10 users
The view of Kent users toward taste of water is good, odorless and looks
clear was found,
Yes 90 % (9), No- 10% (1), Dont know- 0% (0)
D. Philips Among the total 10 Philis users
The view of Philips users toward taste of water is good, odorless and looks
clear was found,
Yes 80 % (8), No- 10% (10), Dont know- 10% (10)
F. Whirlpool: Among the total 7 Whirlpool users
The view of Whirlpool users toward taste of water is good, odorless and looks
clear was found,
Yes 51.1 % (4), No- 28.6% (2), Dont know- 14.3% (14.3)
G. Any Other: Among the total 9 any other water Purifier users
The view of any other Water purifier users toward taste of water is good,
odorless and looks clear was found, Yes 55.6 % (5), No- 22.2% (2), Dont
know- 22.2% (2)
2. PERCENTAGE WITHIN TASTE OF WATER
A. Yes: Among the total 80 respondents for whom the taste of water is good, odorless and looks
clear.
The percentage of Eureka Forbes users, Hul users, kent users, Philips users,
whirlpool users was found 56.3% (45), 11.3% (9), 11.3 % (9), 10 % (8), 5 %
(4), 6.3 % (5) respectively.
B. No: Among the total 9 respondents for whom the taste of water is not good, odorless and
looks clear
The percentage of Eureka Forbes users, Hul users, kent users, Philips users,
whirlpool users was found 11.1% (1), 22.2% (2), 11.1% (1), 11.1 % (1),
22.2% (2), 22.2% (2) respectively.
C. Dont know : Among the total 11 respondents ,they dont know the taste of water is good,
odorless and looks clear .The percentage of Eureka Forbes users, Hul users, kent users,
Philips users, whirlpool users was found 36.3% (4), 27.3% (3), 0 % (0), 9.1 % (1), 9.1 % (1),
18.2 % (2) respectively.
Table 5.13: Cross tabulation between Company and Service after

sales
Which Company
Service after sales
Total
Yes
No
Eureka Forbes
10
Hul
14
Kent
30
20
50
Philips
10
Whirlpool
Any Other
Total
64
36
100
Fig 5.13: Cross tabulation between Company and Service after

sales
50
45
20
40
35
30
No
Yes
25
20
20
30
15
5
10
5
3
2
4
5
0
Eureka Forbes
Hul
Kent
Philips
Whirlpool
Any Other
INTERPRETATION
A. kent : Among the total 50 Eureka Forbes users
The view of Eureka Forbes users toward service after sales was found, Yes
60 % (30), No- 40% (20)
B. Hul: Among the total 14 Hul users
The view of Hul users toward service after sales was found, Yes 64.3% %
(9), No- 35.7% (5)
C. Eureka forbes : mong the total 10 Kent users

The view of Kent users toward service after sales was found, Yes 80 % (8),
No- 20% (2)
D.Phillips: Among the total 10 Phillips users
The view of Phillips users toward service after sales was found, Yes 70 %
(7), No- 30% (3)
D. Whirlpool : Among the total 7 Whirlpool users
The view of Whirlpool users toward service after sales was found, Yes
71.4% (5), No- 28.6% (2)
E. Any other: Among the total 9 Any other users
The view of any other users toward service after sales was found, Yes
55.6% (5), No- 44.4% (4)
2. PERCENTAGE WITHIN SERVICE AFTER SALES
A. Yes: Among the total 64 respondents for whom services provided by company is good.The
percentage of Eureka Forbes users, Hul users, kent users, Philips users, whirlpool users was
found 53.1% (30), 7.8% (9), 12.5 % (8), 10.9 % (7), 7.8 % (5), 7.8 % (5) respectively.
B. No: Among the total 36 respondents for whom services provided by company is not
good.The percentage of Eureka Forbes users, Hul users, kent users, Philips users, whirlpool
users was found 44.4% (20), 25.0% (5), 5.6% (2), 8.3 % (3), 5.6% (2), 11.1% (4)
respectively.
Table 5.14: Cross tabulation between Company and Market
Activities
Which
company
Total
Market Activities
Road Show
Visual
Merchandisi
ng
Others
Eureka
Forbes
10
Hul
14
Kent
22
18
10
50
Philips
10
Whirlpool
Anyother
Total
49
33
18
100
Fig 5.14: Cross tabulation between Company and Market Activities
45
1
40
35
18
30
25
Others
Road Show
20
15
3
22
10
1
4
5
5
1
1
1
2
6
Eureka Forbes
Hul
Kent
Philips
Whirlpool
Anyother
INTERPRETATION
A. Kent : Among the total 50 respondents
The view of respondents toward market activities was found, Road show-44%
(22), Visual Merchandising-36% (18), Others- 20 %( 3)
B. Hul : Among the total 14 Pure it (Hul) users
The view of respondents toward market activities was found, Road show35,7% (5), Visual Merchandising-42.9% (6), Others- 21.4 %(10)
C. Eureka forbes : Among the total 10 users

D. Philips Among the total 10 Philis users
E. Whirlpool: Among the total 7 Whirlpool users
The view of respondents toward market activities was found,
Road show-71.3% (5), Visual Merchandising-14.3% (1), others- 14.3 %( 1)
F. Any Other : Among the total 9 any Other water Purifier users
The view of respondents toward market activities was found, Road show66.7% (6), Visual Merchandising-22.2% (2), others- 11.1 %( 1)
2. PERCENTAGE WITHIN MARKET ACTIVITIES
A. Road Show: Among the total 49 respondents, who saw the road show of water
Purifiers.The percentage of road show of Eureka Forbes , Hul , kent , Philips , whirlpool and
any other water purifiers was found 44.9% (22), 10.2% (5), 10.2 % (5), 12.2 % (6), 10.2 %
(5), 12.2 % (6) respectively.
B. Visual Merchandising: Among the total 33 respondents, who saw the visual
merchandising of water Purifiers. The percentage of visual merchandising of Eureka
Forbes , Hul , kent , Philips , whirlpool and any other water purifiers was found 54.5% (18),
18.2% (6), 12.1 % (4), 6.1 % (2), 3.0 % (1), 6.1 % (2) respectively.
C. Any other: Among the total 18 respondents, who saw the other
market activities of water Purifiers.The percentage of any other market
activities of Eureka Forbes , Hul , kent , Philips , whirlpool and any other
water purifiers was found 56.6% (10), 16.7% (3), 5.6 % (1), 11.1 % (2),
5.6 % (1), 5.6 % (1) respectively
Table 5.15: Cross tabulation between Company and Cost Price of

Water Purifier
Which
company
Total
Cost
Rs1000Rs 5000
Rs5000Rs10000
Rs 10000Rs15000
Above Rs
15000
Eureka
Forbes
10
Hul
14
Kent
22
14
50
Philips
10
Whirlpool
Anyother
Total
37
27
20
16
100
Fig 5.15: Cross tabulation between Company and Cost Price of

Water Purifier
50
3
45
8
40
35
14
30
25 Above Rs 15000
Rs 10000-Rs15000
Rs5000-Rs10000
Rs1000-Rs 5000
20
15
1
4
10
5
3
1
3
22
2
1
3
6
3
01
1
3
3
2
0
Eureka Forbes
Hul
Kent
Philips
Whirlpool
INTERPRETATION
A kent Ro. : Among the total 50 respondents
Anyother
The view of respondents toward cost of water purifier they are using and
wants to use was found,
Rs 1000 to Rs 5000-44 % (22), Rs 6000 to Rs 10000-28 %( 14), Rs 11000 to
Rs 15000-16% (8), Above Rs 15000-12% (6)
B. Kent ro: Among the total 14 Pure it Kent ro users
Rs 1000 to Rs 5000-42.9 % (6), Rs 6000 to Rs 10000-21.3 %( 3), Rs 11000 to
Rs 15000-28.6% (4), Above Rs 15000-7.1% (1)
C. Eureka forbes : mong the total 10 kent users
Rs 1000 to Rs 5000-30 % (3), Rs 6000 to Rs 10000-30 %( 3), Rs 11000 to Rs
15000-10% (1), Above Rs 15000-30% (3)
D: Philips Among the total 10 Philis users
Rs 1000 to Rs 5000-30 % (3), Rs 6000 to Rs 10000-40 %(4), Rs 11000 to Rs
15000-10% (1), Above Rs 15000-20% (2)
Rs 1000 to Rs 5000-14.3 % (1), Rs 6000 to Rs 10000-0 %(0), Rs 11000 to Rs
15000-42.9% (3), Above Rs 15000-42.9% (3)
F. Any Other : Among the total 9 any Other water Purifier users
Rs 1000 to Rs 5000- 22.2% (2), Rs 6000 to Rs 10000-33.3 %( 3), Rs 11000 to
Rs 15000-33.3% (3), Above Rs 15000-11.1% (1)
2.PERCENTAGE WITHIN COST
A.Rs 1000-Rs 5000: Among the total 37 respondents
The percentage of respondents who are using Eureka Forbes, Hul, Kent,
Philips, Whirlpool and any other companys
water purifier, the cost of Rs
1000-Rs 5000 was found 59.5 %(22),16.2 % (6),81.1 % (3),81.1% (3),2.7 %

(1),5.4% (2) respectively.
B. Rs 5000-Rs 10000: Among the total 27 respondents
5000-Rs 10000 was found 51.9 %(14),11.1 % (3),11.1 % (3),14.8% (4),0 %

C. Rs 10000-Rs 15000: Among the total 20 respondents

10000-Rs 15000 was found 40 %(8),20 % (4),5 % (1),5% (1),15 % (3),15%

(3) respectively.
D. Above than Rs 15000: Among the total 16 respondents
Philips, Whirlpool and any other companys water purifier, the cost of above
Rs 15000 was found 37.5 %(6),6.3 % (1),18.8 % (3),12.5% (2),18.8 %
Table 5.16: Cross tabulation between Have a water purifier and

Cost Price of kent ro Water Purifier
Have a
Cost
Total
water
Rs1000-
Rs5000-
Rs 10000-
Above Rs
Purifier
Rs 5000
Rs10000
Rs15000
15000
Yes
17
12
11
48
No
20
15
12
52
Total
37
27
20
16
100
Fig 5.16: Cross tabulation between Have a water purifier and Cost
Price of Water Purifier
60
50
40
Above Rs 15000
Rs 10000-Rs15000
Rs5000-Rs10000
Rs1000-Rs 5000
30
20
10
Yes
No
INTERPRETATION
1. PERCENTAGE WITHIN WATER PURIFIER
A. Yes: Among the total 48 respondents have water purifier
The percentage of respondents are using cost of water purifier Rs 1000-Rs
5000 was found 35.4 % (17)

10000 was found 25 % (12)
15000 was found 16.7 % (8)
The percentage of respondents are using cost of water purifier above Rs
15000 was found 22.9 % (11)
B. No: Among the total 52 respondents dont have water purifier
The percentage of respondents who wants to buy water purifier from Rs
1000-Rs 5000 (if they will use water purifier in future) was found 38.5% (20)
5000-Rs 10000 (if they will use water purifier in future) was found 28.8 %
(15)
10000-Rs 15000 (if they will use water purifier in future) was found 23.1%
(12)
The percentage of respondents who wants to buy water purifier from more
than Rs 15000 (if they will use water purifier in future) was found 9.6 % (5)
2. PERCENTAGE WITHIN COST OF WATER PURIFIER
A. Among the total 37 respondents, view about cost of Rs 1000- Rs 5000 water purifier
Yes: The percentage of respondents who are using water Purifier, cost of Rs
1000-Rs 5000 was found 45.9 %( 17)
No: The percentage of respondents who are not using water Purifier, cost of
Rs 1000-Rs 5000 was found 54.1% (20)
B. Among the total 27 respondents, view about cost of Rs 5000- Rs
10000 water purifier
5000-Rs 10000 was found 44.4 %( 12)
No:
The percentage of respondents who are not using the water Purifier,
cost of Rs 5000-Rs 10000 was found 55.6 % (15)

C . Among the total 20 respondents, view about cost of Rs 10000- Rs
10000-Rs 15000 was found 40 % (8)
No: The percentage of respondents who are not using water Purifier, cost of
Rs 10000-Rs 15000 was found 60 % (12)
D. Among the total 20 respondents, view about cost of more than Rs
Yes: The percentage of respondents who are using water Purifier, cost of
more than Rs 15000 was found 68.8 % (11)
No:
The percentage of respondents who are not using the water Purifier,
cost of more than Rs 15000 water Purifier was found 31.2 % (5)
Table 5.17: Cross tabulation between Which Company and Prefer to

buy the product
Which
company
Prefer to buy the product
Retail
Outlet
Franchisee
Dealer
Total
Demo at
your
doorstep
Eureka
Forbes
14
50
Hul
14
Kent
15
10
25
10
Philips
Whirlpool
Any other
30
30
40
100
Total
Fig 5.17: Cross tabulation between Which Company and Prefer to

buy the product
50
45
40
35
30

Franchisee Dealer
Retail Outlet
25
20
15
10
5
0
Eureka Forbes
Hul
Kent
Philips
Whirlpool Any other
INTERPRETATION
A. Kent: Among the total 50 respondents
The percentage of respondents toward prefer to buy the water purifier from
retail outlet was found 26 %( 13).The percentage of respondents toward
prefer to buy the water purifier from Franchisee Dealer was found 48 %
( 24).The percentage of respondents toward prefer to buy the water purifier
from Demo at your door step was found 14 %( 7)
B.Hul: Among the total 14 Pure it (Hul) users
retail outlet was found 35.7 %( 5).The percentage of respondents toward
prefer to buy the water purifier from Franchisee Dealer was found 50 %
( 7).The percentage of respondents toward prefer to buy the water purifier
from Demo at your door step was found 7.1 %( 1)
C.Eureka forbes : Among the total 10 kent users
retail outlet was found 20 %( 2).The percentage of respondents toward prefer
to buy the water purifier from Franchisee Dealer was found 40 %( 4).The
percentage of respondents toward prefer to buy the water purifier from
Demo at your door step was found 20 %( 2)
D: Philips Among the total 10 Philis users
retail outlet was found 30 %( 3).The percentage of respondents toward prefer
to buy the water purifier from Franchisee Dealer was found 50 %( 5).The
percentage of respondents toward prefer to buy the water purifier from
Demo at your door step was found 10 %( 1)

retail outlet was found 0 %( 0)
Franchisee Dealer was found 57.1 %( 4).The percentage of respondents
toward prefer to buy the water purifier from Demo at your door step was
found 42.9 %( 3)
F.Any Other : Among the total 9 any Other water Purifier users
retail outlet was found 22.2 % (2).The percentage of respondents toward
prefer to buy the water purifier from Franchisee Dealer was found 55.6 %
(5).The percentage of respondents toward prefer to buy the water purifier
from Demo at your door step was found 22.2 % (2)
2. PERCENTAGE WITHIN PREFER TO BUY THE PRODUCT
A.Retail Outlet: Among the total 30 respondents
The percentage of people who prefer to buy the Eureka Forbes water Purifier
from Retail Outlet was found 52% (13).The percentage of people who prefer
to buy the Hul water Purifier from Retail Outlet was found 20 %( 5).The
percentage of people who prefer to buy the Kent water Purifier from Retail
Outlet was found 8% (2).The percentage of people who prefer to buy the
Philips water Purifier from Retail Outlet was found 12% (3).The percentage of
people who prefer to buy the whirlpool water Purifier from Retail Outlet was
found 0 %( 0).The percentage of people who prefer to buy the any other
water Purifier from Retail Outlet was found 8% (2)
B.Franchisee Dealer: Among the total 30 respondents
from Franchisee Dealer was found 49%(24).The percentage of people who
prefer to buy the Hul water Purifier from Franchisee Dealer was found 14.3%
(7).The percentage of people who prefer to buy the Kent water Purifier from
Franchisee Dealer was found 8.2 % (4) .The percentage of people who prefer
to buy the Philips water Purifier from Franchisee Dealer was found 10.2 %
( 5).The percentage of people who prefer to buy the whirlpool water Purifier
from Franchisee Dealer was found 8.2 % (4).The percentage of people who
prefer to buy the any other water Purifier from Franchisee Dealer was found
10.2% (5)
C. Demo at your door step: Among the total 40 respondents

from Demo at your door step was found 43.8% (7).The percentage of people
who prefer to buy the kent Ro water Purifier from Demo at your door step
was found 6.3 % (1).The percentage of people who prefer to buy the Kent
water Purifier from Demo at your door step was found 12.5% (2) .The
percentage of people who prefer to buy the Philips water Purifier from Demo
at your door step was found 6.3 %( 1).The percentage of people who prefer
to buy the whirlpool water Purifier from Demo at your door step was found
18.8 % (3).The percentage of people who prefer to buy the any other water
Purifier from Demo at your door step was found 12.5% (2)
LIMITATION OF THE STUDY

Time is the major constraint in the study
My Study is confined to 100 respondents.
Research is done only in some parts of Gwalior
Respondents Fatigue.
Researcher inexperience.
Language (Telugu)
CONCLUSION
During this research I have learned a lot and my vision and practical exposure has broadened
very much. The water filter sector is contributing a lot in the industry and changed the business
scenario to a large extant. Further, I also concluded that 100 percent concentration, full care,
analytical, descriptive and communication skills are the key prerequisites for working in an
industry. During this research I availed the opportunity to flourish my communication skills,
polish my capabilities and abilities, upgrade my knowledge about mineral water sector and
broaden my vision and exposure towards practical life. International Bulletin of Drug Research.,
4(6): 116-130, 2014 130 By concluding all this I would like to say keeping in view findings and
analysis is in competitive, sound and stable positions but there is still a lot more potential in the
market which catered and captured to expand the market share where there is no presence of it
and should widen its area of service and incentives in price, security deposit etc. can make more
businesses in the customers list. The practice of treatment for household water and safe storage
can lead to enormous disaster risk reduction in health problems and improvement of livelihoods
in any community. The hygiene and sanitation practices of the peri-urban households can greatly
affect the quality of drinking water and are a result of culture, knowledge and attitude of the
people. Based on the findings my analysis is as under:
1. Customers are Price conscious they tend to use less priced mineral water with less on no
security deposit.
2. They dont give preference to the highly quality product that much.
3. They use their customer personal recommended brand and they go for experiments.
4. Delivery service is their main concern.
5. They also give priority to those brands which provides accessories with their core product as
well.
6. Customer service is also a major concern of these customers like help solving service queries
and problems.
References
1. Ashbolt, N., 2004, Microbial contamination of drinking water and disease outcomes in
developing regions, Toxicology 198, 229238.
2. Centre for Disease Control Prevention (CDC), 2008a, Flood: Sanitation and Hygiene.
3. Kotler Philip ,Prentice Hall,New Delhi,13thEdition, -Marketing management.
4. Malhotra Naresh K.,Prentice Hall, New Delhi,5th Edition. -Marketing Management.
5. Ramaswami V.S. - Macmillan,New Delhi,3rd Edition, Marketing Management,
Websites :www.kent ro.com
www.kent purifier.com
www.salesforceautomation.com
www.kent.co.in

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SUMMER TRAINING REPORT

In Partial Fulfillment of Masters of Business Administration

It is privilege to express my gratitude & sincere thanks to Maharaja Institute Of

INTRODUCTION OF KENT HISTORY

About The Kent RO

Changing the game

Introduction To Kent RO Systems Ltd

FACILITY AND TURNOVER

\KENT RO Systems Limited is a 21st century healthcare products company

bringing the revolutionary Reverse Osmosis (RO) technology to India, KENT

people live To be a socially responsible brand making a difference in peoples lives by

To be a masterclass in inventive brilliance. We strive to bring to fruition for our

employees are encouraged to participate in the decision making process and

KENT GRAND+ MINERAL RO

CERT PVT. LTD.

MINI WATER SOFTENER

KENT RO SYSTEMS LTD MANUFACTURING, SALES,

KENT RO SYSTEMS LTD.

Proven Track Record

Wide Range of Products

range of products is competitively priced to provide value for money and

BASIC PRINCIPLES OF SAFE DRINKING

Worldwide human freshwater use increased. Fresh water is used for

Water quality and safety

Some basic facts on Water problem

Comepititor Providing Product for Safe Drinking Water

world over as the pioneer of RO purifiers. While benefits RO as a process

As visionaries of the future and health living, KENT provides a bridge

GRAVITY BASED UF TECHNOLOGY

Chemical free purification technique.

Purified water free of Cysts, Protozoa and Bacteria.

Does not require Electricity for purification process and no running

Economical operational and maintenance costs.

Certified by world renowned water quality Audit Agency including NSF

Flow Diagram: Three stage water purification

In third stage the water is made to pass through a UF membrane with an

NO WATER WASTAGE TECHNOLOGY

The followings are the main objectives of this research project

4. Sample size: I had chosen 100 samples for the analysis.

SCOPE AND IMPORTANCE OF THE STUDY

The results obtained will give an overview of the different criteria

1000 customers daily. It has

and operating in over towns and cities.

distributors across the country

It is easy, convenient and private.

Disadvantages of Direct Marketing

SELLING STRATEGY ADOPTED

Contemporary designed RO purifiers based on the

proven state of an art KENT RO technology. Appropriate for mounting on

a) Easily available nationwide.

a) Product price range divided into four

a)Active subscription immediately

a) Urban educated India that cares

b) Right time installation of products

b) Areas prone to diseases.

Who are companys competitors?

Why companies analyze competitors?

To provide an informed basis to develop strategies to achieve competitive advantage in the

Sales and profits by market

Market shares (revenues and volumes)

Identity / profile of senior management

Advertising strategy and spending

Customer / consumer profile & attitudes