SUMMER TRAINING REPORT

on

A Study on marketing mix & competitive analysis of Pure it

(HUL)

UNDER THE GUIDANCE OF

Mr. Ankur Chawla

(Territory sales Manager)

Submitted By:

Sanjay Prasad Yadav

Roll No. 813(RM)
PGDM-RM 2010-12

IILM-Graduate School of Management

16, Knowledge Park-II,
Greater Noida 201306

DECLARATION FORM
I hereby declare that the Project work entitled MARKETING MIX & COMPETITIVE
ANALYSIS OF PURE IT (write the title in Block Letters) submitted by me for the
Summer Internship during the Post Graduate Diploma in Management Program to
Institute for Integrated Learning in Management, Greater Noida is my own original
work and has not been submitted earlier either to IILM GSM or to any other Institution
for the fulfillment of the requirement for any course of study. I also declare that no
chapter of this manuscript in whole or in part is lifted and incorporated in this report from
any earlier / other work done by me or others.

Place : DELHI
Date :

Signature of Student

Name of Student

: SANJAY PRASAD YADAV

Address

: B-3/18 GROUND FLOOR ROHINI

SEC-6, NEAR ROHINI WEST METRO STATION

ACKNOWLEDGEMENT
I feel great pleasure for the completion of this project. At the very outset I would express my
sincere thanks and deep sense of gratitude to personnel who helped me during the collection of
data and gave me rare and valuable guidance for the preparation of this report.
I take this opportunity to express my deep sense of gratitude and appreciation to my project
guide Mr.Ankur Chawla (Territory sales Manager, Hindustan Unilever Ltd) for assistance,
motivation, and being a continual source of encouragement for me.
I would like to thank Mr. Ankur chawla Sales Officer(TSO) ,HUL Pure it
I take opportunity to thanks all my friends and also thank all people who directly or indirectly
concerned with this project. I also express my gratitude to my parents who give a constant
support and love throughout my life and career.

CONTENTS
Chapters
Executive summary
Company profile..
Marketing strategies.
Industries profile..
Marketing research
Scope of market research.
Objective.
Methodology
Data collection
Scope and importance of the study...
Direct marketing..
Marketing mix.
Limitation of the study
Competitive analysis of pure it..
Annexure.
Data Presentation & analysis
Conclusion
Recommendation.
Bibliography

Page No.

EXECUTIVE SUMMERY
Welcome to the world of PURE IT water purification devision!!
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, Foods & Beverages and as well as water division (pure it). HUL's distribution
network, comprise about 4,000 redistribution stockists, covering 6.3 million retail outlets
reaching theentire urban population, and about 250 million rural consumers. HUL's
brands- like Lifebuoy, Lux, Surf Excel,Rin,Wheel, Fair & Lovely, Pond's, ClinicPlus,
Pepsodent, Close-up, Lakme,Quality Wall's are household names across the country
and so many categories - soaps, detergents, personal products, tea, coffee, ice cream,
culinary products and also provide as safe as boiled water through pure it .During my
summer training at HUL, I completed the project on a study on marketing mix and
competitive analysis of PURE IT a on Safe Drinking and competitive analysis of Water
as water purifier Pure it products of HUL which are divided into three parts. These are:
Conducting and analysing market research.
Getting consumer feedback from the existing and potential customers,in culcating the
habit of drinking safe water by installing pure it.
To know about competitor details which facing challenge in the market. In my first part,
a report is made on a detailed study, comprising the new technology use in the water
purifier, the aspects of installing of water purifier.The technical details of the machine is
necessarily to be understood before moving into the market so that one could discuss
the plus points of the machine over the competitors machine. Further, the detail
understanding in this kind of installation is done through meetings with probable
customers which include the key area of installing water purifier of HUL pure it with all
the glamour features such as brand reflecting, essentiality of the products to provide all
the comfort required by the customers. The study is done by surveying the different
house/clinic located at Delhi and nearby. The study is then tabulated, analysed and
result extracted.
In the second part, an observational study is conducted in respect of getting consumer
feedback from the existing and potential customer of HUL through providing a batter
services. This will reflect my views and measures. It also includes the visits of the
places where others competitor similar products were installed to get their performance
feedback and identified the hidden opportunities to sell HUL water purifier. And to know
about daily habit of customer to use safe drinking water. In the third part, method
adopted for competitors analysis involved surveying and observational study of all the

competitive brands of HUL water purifier such as Tata Swash, Kent, Usha Brita, Eureka
Forbes,etc
COMPANY PROFILE
INTRODUCTION
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 Foods & Beverages.
HUL is a subsidiary of Unilever, one of the worlds leading suppliers of fast moving consumer
goods with strong local roots in more than 100 countries across the globe with annual sales of
40.5 billion in 2008. Unilever has about 52% shareholding in HUL.
Hindustan Unilever was recently rated among the top four companies globally in the list of
Global Top Companies for Leaders by a study sponsored by Hewitt Associates, in partnership
with Fortune magazine and the RBL Group. The company was ranked number one in the AsiaPacific region and in India.
Historical Events in HUL:
In the summer of 1888, visitors to the Kolkata harbor noticed crates full of Sunlight soap bars,
embossed with the words "Made in England by Lever Brothers". With it began an era of
marketing branded fast moving consumer goods (in short FMCG).
Soon after followed Lifebuoy in 1895, and other famous brands like Pears, Lux and Vim,
Vanaspati was launched in 1918 and the famous Dalda brand came to the market in 1937.
In 1931, Unilever set up its first Indian subsidiary, Hindustan Vanaspati Manufacturing
Company, followed by Lever Brothers India Limited (1933) and United Traders Limited (1935).
These three companies merged to form HUL in November 1956. The erstwhile Brooke Bond's
presence in India dates back to 1900. By 1903, the company had launched Red Label tea in the
country. In 1912, Brooke Bond & Co. India Limited was formed. Brooke Bond joined the
Unilever fold in 1984 through an international acquisition. The erstwhile Lipton's links with
India were forged in 1898. Unilever acquired Lipton in 1972, and in 1977 Lipton Tea (India)
Limited was incorporated. Pond's (India) Limited had been present in India since 1947. It joined
the Unilever fold through an international acquisition of Chesebrough Pond's USA in 1986.
The liberalization of the Indian economy, started in 1991, clearly marked an inflexion in HUL's
and the Group's growth curve. Removal of the regulatory framework allowed the company to
explore every single product and opportunity segment, without any constraints on production
capacity. Simultaneously, deregulation permitted alliances, acquisitions and mergers. In one of
the most visible and talked about events of India's corporate history, the erstwhile Tata Oil Mills
Company (TOMCO) merged with HUL, effective from April 1, 1993. In 1995, HUL and yet
another Tata company, Lakme Limited, formed a 50:50 joint venture, Lakme Lever Limited, to
market Lakme's market-leading cosmetics and other appropriate products of both the companies.
Subsequently in 1998, Lakme Limited sold its brands to HUL and divested its 50% stake in the
joint venture to the company. HUL formed a 50:50 joint venture with the US-based Kimberly
Clark Corporation in 1994, Kimberly-Clark Lever Ltd, which markets Huggies Diapers and
Kotex Sanitary Pads. HUL has also set up a subsidiary in Nepal, Nepal Lever Limited (NLL),

and its factory represents the largest manufacturing investment in the Himalayan kingdom. The
NLL factory manufactures HUL's products like Soaps, Detergents and Personal Products both for
the domestic market and exports to India.
As a measure of backward integration, Tea Estates and Doom Dooma, two plantation companies
of Unilever, were merged with Brooke Bond. Then in July 1993, Brooke Bond India and Lipton
India merged to form Brooke Bond Lipton India Limited (BBLIL), enabling greater focus and
ensuring synergy in the traditional Beverages business. 1994 witnessed BBLIL launching the
Wall's range of Frozen Desserts. By the end of the year, the company entered into a strategic
alliance with the Kwality Ice-cream Group families and in 1995 the Milkfood 100% Icecream
marketing and distribution rights too were acquired.
Finally, BBLIL merged with HUL, with effect from January 1, 1996. The internal restructuring
culminated in the merger of Pond's (India) Limited (PIL) with HUL in 1998. The two companies
had significant overlaps in Personal Products, Specialty Chemicals and Exports businesses,
besides a common distribution system since 1993 for Personal Products. The two also had a
common management pool and a technology base. The amalgamation was done to ensure for the
Group, benefits from scale economies both in domestic and export markets and enable it to fund
investments required for aggressively building new categories.
In January 2000, in a historic step, the government decided to award 74 per cent equity in
Modern Foods to HUL, thereby beginning the divestment of government equity in public sector
undertakings (PSU) to private sector partners. HUL's entry into Bread is a strategic extension of
the company's wheat business. In 2002, HUL acquired the government's remaining stake in
Modern Foods.

Present Stature:
Apart from dealing with soaps, detergents, personal products, tea, coffee, branded staples, ice
cream and culinary products business, HUL is also one of the country's largest exporters; it has
been recognized as a Golden Super Star Trading House by the Government of India. In 2003,
HUL acquired the Cooked Shrimp and Pasteurized Crabmeat business of the Amalgam Group of
Companies, a leader in value added Marine Products exports.
HUL has traditionally been a company, which incorporates latest technology in all its operations.
The Hindustan Unilever Research Centre (HLRC) was set up in 1958, and now has facilities in
Mumbai and Bangalore. HLRC and the Global Technology Centers in India have over 200
highly qualified scientists and technologists, many with post-doctoral experience acquired in the
US and Europe.
Companys Role in other areas:
HUL believes that an organizations worth is also in the service it renders to the community.
HUL is focusing on health & hygiene education, women empowerment, and water management.
It is also involved in education and rehabilitation of special or underprivileged children, care for
the destitute and HIV-positive, and rural development. HUL has also responded in case of
national calamities /adversities and contributes through various welfare measures, most recent

being the village built by HUL in earthquake affected Gujarat, and relief & rehabilitation after
the Tsunami caused devastation in South India.
In 2001, the company embarked on an ambitious programme, Shakti. Through Shakti, HUL is
creating micro-enterprise opportunities for rural women, thereby improving their livelihood and
the standard of living in rural communities. Shakti also includes health and hygiene education
through the Shakti Vani Programme and creating access to relevant information through the
Shakti community portal. The program now covers 15 states in India and has over 31,000 women
entrepreneurs in its fold, reaching out to 100,000 villages and directly reaching to 150 million
rural consumers. The company has fixed target that by the end of 2010, Shakti aims to have
100,000 Shakti entrepreneurs covering 500,000 villages, touching the lives of over 600 million
people. HUL is also running a rural health programme Lifebuoy Swasthya Chetana. The
programme endeavors to induce adoption of hygienic practices among rural Indians and aims to
bring down the incidence of diarrhea. It has already touched 70 million people in approximately
15000 villages of 8 states.
A vision to make a billion Indians feel safe and secure

Purpose & principles

Our corporate purpose states that to succeed requires "the highest standards of corporate
behavior towards everyone we work with, the communities we touch, and the environment on
which we have an impact."
Always working with integrity
Conducting our operations with integrity and with respect for the many people, organizations and
environments our business touches has always been at the heart of our corporate responsibility.
Positive impact
We aim to make a positive impact in many ways: through our brands, our commercial operations
and relationships, through voluntary contributions, and through the various other ways in which
we engage with society.
Continuous commitment
We're also committed to continuously improving the way we manage our environmental impacts
and are working towards our longer-term goal of developing a sustainable business.
Setting out our aspirations
Our corporate purpose sets out our aspirations in running our business. It's underpinned by our
code of business Principles which describes the operational standards that everyone at Unilever
follows, wherever they are in the world. The code also supports our approach to governance and
corporate responsibility.
Working with others

We want to work with suppliers who have values similar to our own and work to the same
standards we do. Our Business partner code, aligned to our own Code of business principles,
comprises ten principles covering business integrity and responsibilities relating to employees,
consumers and the environment.
Board of Directors & Management Structure:
At the apex is the Board, headed by the Chairman, and comprising 5 whole time Directors and 5
independent non-executive Directors. The day to day operations are supervised by the National
Management comprising the Vice Chairman, Managing Director (HPC), Managing Director
(Foods) and the Finance Director. HUL is organized into two self-sufficient divisions - Home &
Personal Care & Foods - supported by certain central functions and resources to leverage
economies of scale wherever relevant. The company can achieve its success due to right
decisions taken by learned member of Board and the employees who implant their decisions.
Board of Directors
The Board of Directors as repositories of the corporate powers act as a guardian to the Company
as also the protectors of shareholders interest.
This Apex body comprises of a Non- Executive Chairman, four whole time Directors and five
Independent Non Executive Directors. The Board of the Company represents the optimum mix
of professionalism, knowledge and experience.

Mr. Harish Manwani - Chairman

Mr. Harish Manwani assumed charge as the Non-Executive Chairman of the Company with
effect from 1st July, 2005.

Mr. Nitin Paranjpe - CEO and Managing Director

Mr. Nitin Paranjpe (46), after obtaining a degree in BE (Mechanical) and MBA in Marketing
(JBIMS) from Mumbai, joined the Company as a management trainee in 1987.

Mr. R. Sridhar - Chief Financial Officer

Mr. Sridhar Ramamurthy is a Chartered Accountant (Gold Medallist) as well as a Cost
Accountant and Company Secretary.

Mr. Gopal Vittal - Executive Director, Home & Personal Care

Mr. Gopal Vittal an alumnus of Madras Christian College, completed his MBA from IIM,
Calcutta. Mr. Vittal has 18 years experience in Marketing & Sales in FMCG market including
Skin Care, Soaps and Laundry.

Mr Pradeep Banerjee - Executive Director, Supply Chain

Mr Pradeep
Banerjee joined HUL as a Management Trainee in 1980.

Mr. D. S. Parekh - Independent Director

Mr. D. S. Parekh is a B.Com graduate and holds a FCA degree from England and Wales. Mr.
Parekh has held senior positions in Grindlays and Chase Manhattan.

Mr. A. Narayan - Independent Director

Mr. A. Narayan joined ICI India as a Management Trainee in 1973 and grew through diverse
functions and businesses before being appointed as the Managing Director of ICI India in 1996.

Mr. S. Ramadorai - Independent Director

Mr. S. Ramadorai is the Chief Executive Officer and Managing Director of Tata Consultancy
Services Limited; Chairman of Tata Technologies Limited and Chairman of CMC Limited.

Dr. R. A. Mashelkar - Independent Director

Dr. R. A. Mashelkar is presently the President of Global Research Alliance, a network of
publicly funded R&D institutes from Asia-Pacific Europe and USA.

Management Committee

CENTRAL FUNCTIONS:

HUL's Central Functions are Finance, Human Resources, Technology, Research, Information
Technology, Legal & Secretarial, and Corporate Affairs. Their services are shared across the
company. But wherever necessary, managerial resources are dedicated exclusively to a business.
For example, each Division now has dedicated HR managers.
HUL believes that while it leverages the scale of a large corporate, it must also retain the soul of
a small company. Its organization structure, which has and will continue to evolve with time, is
aimed at achieving this knitting.

CODE OF BUSINESS PRINCIPLES:

They have set out code of business principles in different areas which they try their best to follow
these principles I find necessary to reproduce as such:
Consumers
Unilever is committed to providing branded products and services which consistently offer value
in terms of price and quality, and which are safe for their intended use. Products and services will
be accurately and properly labelled, advertised and communicated.
Business Partners
Unilever is committed to establishing mutually beneficial relations with our suppliers, customers
and business partners.
In our business dealings we expect our partners to adhere to business principles consistent with
our own.

Community Involvement
Unilever strives to be a trusted corporate citizen and, as an integral part of society, to fulfill our
responsibilities to the societies and communities in which we operate.

Public Activities
Unilever companies are encouraged to promote and defend their legitimate business interests.
Unilever will co-operate with governments and other organizations, both directly and through
bodies such as trade associations, in the development of proposed legislation and other
regulations which may affect legitimate business interests.
Unilever neither supports political parties nor contributes to the funds of groups whose activities
are calculated to promote party interests.

The Environment
Unilever is committed to making continuous improvements in the management of our
environmental impact and to the longer-term goal of developing a sustainable business.
Unilever will work in partnership with others to promote environmental care, increase
understanding of environmental issues and disseminate good practice.

Innovation
In our scientific innovation to meet consumer needs we will respect the concerns of our
consumers and of society. We will work on the basis of sound science, applying rigorous
standards of product safety.

Competition
Unilever believes in vigorous yet fair competition and supports the development of appropriate
competition laws. Unilever companies and employees will conduct their operations in
accordance with the principles of fair competition and all applicable regulations.

QUALITY POLICY:
HUL considers quality as one of the principal strategic objectives to guarantee its growth and
leadership in the markets in which it operates. The company is committed to respond creatively
and competitively to the changing needs and aspirations of the consumers through relentless
pursuit of technological excellence, innovation and quality management across their businesses,
and offer superior quality products and services that are appropriate to the various price points in
the market as well as to their commitment to building shareholder value. The company trains/
provides necessary tools & techniques to its employees as well as is empowering them to ensure
broad base compliance of the policy of the organization at all levels.
The company is committed to fulfill its legal and statutory obligations and international
standards of product safety and hygiene and will not knowingly sell product that is harmful to
consumers or their belongings. It will institute systems and measures to monitor compliance in
order to meet its responsibilities to consumers. The company will maintain an open
communication channel with its consumers and customers and will carefully monitor the
feedback to continuously improve its products and services and set quality standards to fulfill
them.
The company is committed to extend its quality standards to its contract manufacturers, key
suppliers and service providers and by entering into alliances with them, to jointly improve the
quality of its products and services. This policy is applicable to production from its own facilities
as well as to production that is outsourced. The company will periodically review this quality
policy for its effectiveness and consistency with business objectives.

The company delegates authority and responsibility for dissemination and implementation of this
policy to each Business and Unit Head.

RESEARCH AND INNOVATION CENTRES:

Since most new products and processes are developed in these Units, certain additional
responsibilities devolve on them to ensure implementation of the Environment Policy of the
company. In addition to the Unit Head's responsibilities outlined above, the heads of these units
will:
Ensure that a formal and systematic risk assessment exercise is undertaken during the
process/product development stage with specific reference to environmental impact.
Transfer technology to the pilot plant and main production through a properly documented
process specification which will clearly define environmental impact and risks associated with
processes, products, raw material and finished product handling, transport and storage.
Ensure that treatment techniques are developed for any wastes generated as a result of the new
product/process and is incorporated into the process specifications.
Hindustan Unilever's diverse product range is today manufactured in about 80 factories. In
addition, the company outsources from 150 other units. The operations involve 2,000 suppliers
and associates.

Businesses:

Home & Personal Care

Personal Wash

Fabric Wash

Home Care

 Oral Care

Skin Care

Hair Care

Deodorants & Talcum

Colour Cosmetics

Foods :
Tea

Coffee

 Branded Staples

Ice Creams

New Ventures :
Hindustan Unilever Network
Ayush ayurvedic products & services
Sangam
Pureit water purifiers

Water Purifiers

BRAND POSITION IN INDIA AND OTHER COUNTRIES

Today, HUL is one of Indias largest exporters of branded Fast Moving Consumer Goods. It has
been recognized by the Government of India as a Golden Super Star Trading House.
Over time HUL has developed into a viable & competitive sourcing base for Unilever worldwide
in Home and Personal Care & Foods & Beverages category of products. HUL is also a global
marketing arm for select licensed Unilever brands and also works on building categories with
core country advantage such as branded basmati rice.
HUL Exports offers high level of service with flexibility and responsiveness thorough out the
supply chain. It has a dedicated organization structure to support this endeavour and this has
helped in growth of these businesses in particular. Intrinsic cost competitiveness in the end to end
Supply chain with appropriate technology and competitive capital investment operations while
delivering best in class quality enables HLL to position itself as a key sourcing hub for Unilever
and also become a preferred partner for Global customers in categories they operate.

HUL key focus in the exports business is on two broad categories. It is a sourcing base for
Unilever brands in Home & Personal Care (HPC) and Food and Beverages (F&B) for supplies to
other Unilever companies. It also focuses on becoming a preferred supplier to both non-Unilever
and Unilever clients in three categories in which India, as a country, has competitive advantage
Branded Rice, Marine Products and Castor and its Derivatives . HUL enjoys international
recognition within Unilever and outside for its quality, reliability and speed of customer service.
HUL Exports geography comprises, at present, countries in Europe, Asia, Middle East, Africa,
Australia, North America etc

MARKETING STRATEGIES:
IT-powered system has been implemented to supply stocks to redistribution stockists on a
continuous replenishment basis. The objective is to catalyse HULs growth by ensuring that the
right product is available at the right place in right quantities, in the most cost-effective manner.
For this, stockists have been connected with the company through an Internet-based network,
called RSNet, for online interaction on orders, despatches, information sharing and monitoring.
RS Net covers about 80% of the company's turnover. Today, the sales system gets to know every
day what HLL stockists have sold to almost a million outlets across the country. RS Net is part of
Project Leap, HULs end-to-end supply chain, which also includes a back-end system connecting
suppliers, all company sites and stretching right upto stockists.
Hindustan Lever is simultaneously creating new channels, designed on the same principle of
holistic contact with consumers
Project Shakti, HULs partnership with Self Help Groups of rural women, is becoming an
extended arm of the company's operation in rural hinterlands. Started in 2001, Project Shakti has
already been extended to about 50,000 villages in 12 states - Andhra Pradesh, Karnataka,
Gujarat, Madhya Pradesh, Tamil Nadu, Chattisgarh, Uttar Pradesh, Orissa, Punjab, Rajasthan,
Maharashtra and West Bengal. The respective state governments and several NGOs are actively
involved in the initiative. The SHGs have chosen to partner with HLL as a business venture,
armed with training from HLL and support from government agencies concerned and NGOs.
Hindustan Lever Network (HLN) is the company's arm in the Direct Selling channel, one of the
fastest growing in India today. It already has about 3.5 lakh consultants - all independent
entrepreneurs, trained and guided by HLN's expert managers. HLN has already spread to over
1500 towns and cities, covering 80% of the urban population, backed by 42 offices and 240
service centres across the country. It presents a range of customised offerings in Home &
Personal Care and Foods.
Out-of-Home consumption of products and services is a growing opportunity in India, as
elsewhere in the world. Hindustan Lever is already the largest player in the hot beverages out-ofhome segment, with over 15000 tea and coffee vending points. The company is expanding the
network aggressively, in the education, entertainment, leisure and travel segments. HULs
allaince with Pepsi will significantly strengthen this channel.
Health & Beauty Services are Hindustan Lever's simultaneous foray to meet the increasing
consumer need for such products and services. Lakme Salons provide specialised beauty services
and solutions, under the recognised authority of the Lakme brand. The Ayush Therapy Centres
provide easy access to authentic Ayurvedic treatments and products.
Hindustan Lever, which once pioneered distribution in India, is today
reinventing distribution - creating new channels, and redefining the way current channels are
serviced. In the process it is converging product availability, with brand communication and
brand experience.

INDUSTRY PROFILE
In the last decade and more, the country has undergone many changes and one of the important ones is
that people have become health conscious. People realized that around 80 per cent of diseases in India are
caused by water-borne micro-organisms. According to a 2010 World Health Organization report, 1.1
billion people lack access to an improved drinking water supply, 88% of the 4 billion annual cases of
diarrheal disease are attributed to unsafe water and inadequate sanitation and hygiene, and 1.8 million
people die from diarrheal diseases each year. The WHO estimates that 94% of these diarrheal cases are
preventable through modifications to the environment, including access to safe water. Simple techniques
for treating water at home, such as chlorination, filters, and solar disinfection, and storing it in safe
containers could save a huge number of lives each year. Reducing deaths from waterborne diseases is a
major public health goal in developing countries.
Water purifier are one of the most used kitchen utilities .Available in India .water purifification and
backpacking is an industy in itself in India. Portable Version of Water purifiers are available for camping
and haking.Water purification methods include the mechanized version as well as the age old and timetested water purification tablets, the Water purification process includes removing contaminants from the
raw water source.Some of the home remedies for water purification are boiling or the use of the
household charcoal filter.But these do not ensure the required standard of water purification thus a proper
treatment is mandatory.Thats where the water purifiers for home step in treatment of water by ozone also
provides certain levels of purity.

Water Purifier companies in India

The main manufactures having the major share of the water purifiers are:
Eureka Forbes
Philips
Kent

Whirlpool
Kenstar
Maharaja Whiteline
Zero B

Water Purifier Market in India 2011

The water purification and treatment industry in India, under cheap imports of water treatment products
from China, is working to set standards for the water treatment industry in the country as a safeguard
against 'spurious' products. This, is being done through a certification process. Hence, for the first time
the industry has put its head together to come up with a solution.In a country like India, where water
scarcity is growing by the day, there are too many issues relating to water. This has meant that there are
dime a dozen firms that are trying to make the best of the situation. Now there is a clamour for proper
standards.

India Water Purifier Market has tremendous growth potential

Globally more than one billion people lack access to safe drinking water and approximately 2.4 Billion
people lack access to proper sanitation, nearly all of them in the developing countries, including India.
Nearly a third of the world's population worldwide live in water-stressed areas. This figure is expected to
rise to two-third of the population by 2025.With increasing number of people becoming conscious of the
risks of drinking contaminated water, the demand for water purifiers is rising rapidly. In the past few
years, Indian water purifier industry has witnessed an exponential growth of 22% CAGR. The water
purifier industry sales grew dramatically during FY'10 as compared to previous fiscals due to improving
demand and expanding production capacity. The industry saw high growth of rate 17% during FY'10 due
to the increasing awareness for safe drinking water. The UV segment, which constitutes more than 55%
of the industry and is a key focus area for water purifier manufacturers, due to the higher margins it
offers, is expected to continue its rapid growth. According to Research, Indian Water Purifier industry will
continue its growth trajectory and is expected to witness a turnover growth of more than 22% CAGR

during the period between FY'11 and to FY'14. Research conducted a survey across 10 major cities in
India with 2500 users of water purifier to understand the market size, growth drivers, issues and buying
behavior patterns. The cities covered in survey were, Delhi, Mumbai, Kolkata, Chennai, Bangalore,
Hyderabad, Ahmedabad, Chandigarh, Pune and Bhopal.

PRODUCT PROFILE

Water Purifiers offered by HUL

PURE IT MARVELLA

PURE IT AUTO-FILL

PURE IT M05

PURE IT COMPACT

Pureit is the worlds most advanced in-home water purifier. Pureit, a breakthrough offering of
Hindustan Unilever (HUL), provides complete protection from all water-borne diseases,
unmatched convenience and affordability.
Pureits unique Germkill Battery technology kills all harmful viruses and bacteria and removes
parasites and pesticide impurities, giving you water that is "as safe as boiled water". It assures
your family 100% protection from all water-borne diseases like jaundice, diarrhea, typhoid and
cholera. Whats more, it doesnt need gas, electricity or continuous tap water supply.
Pureit not only renders water micro-biologically safe, but also makes the water clear, odorless
and good-tasting. Pureit does not leave any residual chlorine in the output water.
The output water from Pureit meets stringent criteria for microbiologically safe drinking water,
from one of the toughest regulatory agencies in the USA, EPA (Environmental Protection
Agency).
The performance of Pureit has also been tested by leading scientific and medical institutions in
India and abroad.
This patented technological breakthrough has been developed by HUL. This state-of the-art
engineering developed by a team of over 100 Indian and international experts from HUL and
Unilever Research Centers has made Pureit possible at the consumer price of just Rs. 2000
Pureit runs with a unique Germkill Battery Kit that typically lasts for 1500 litres* of water. The
Germkill Battery Kit is priced at Rs.365. This means consumers will get 4 litres of water that is
as safe as boiled water for just one rupee, which works out to an extremely affordable 24 paise
per litre.
Pureit in-home purification system uses a 4 stage purification process to deliver as safe as
boiled water without the use of electricity and pressurized tap water. Pureit purifies the input
drinking water in four stages, namely;
1. Micro-fiber MeshTM - Removes visible dirt
2. Compact Carbon TrapTM - removes remaining dirt, harmful parasites & pesticide impurities
3. Germkill ProcessorTM uses 'programmed chlorine release chlorine technology' and its
stored germkill process targets and kills harmful virus and bacteria

4. PolisherTM removes residual chlorine and all disinfectant by-products, giving clear
odourless and great tasting water
5. Battery Life Indicator - Ensures total safety because when the germkill power is exhausted, the
indicator turns red, warning you to replace the battery
Advanced Auto-Switch off - In case, the battery is not changed when it turns fully red, as an
additional assurance of safety, the advanced Auto-Switch off will automatically switch-off the
flow of water.

Protect your loved ones with a Pureit today!

You can ask for a free home demonstration of Pureit. A trained Pureit Water Expert will visit
your home and give you a detailed demonstration of how Pureit works.

Benefits of HUL Pureit water purifier.

Do's
The Pureit guarantee of getting water that is 'as safe as boiled water' applies only if you
ensure that the transparent chamber of the purifier and the tap are hygienically kept, and that
germs are not introduced due to contact with hands, drying with a cloth, wash or any other
means. Also after taking water from Pureit, if you store it in bottles, please ensure that these
containers are clean and germ-free.
You should only store water in the Pureit purifier, and not use other bottles and containers. If
you do so, water may get re-contaminated.
While washing the transparent chamber ensure that you have separated the transparent
chamber from the polisher and Cleansing-Collection chamber, so that there is no chance
of water going into the polisher.
Always use all the three components of the Pureit 'Germkill Kit' together. Don't drink
water from the purifier if any one of the 'Germkill Kit' components is not fitted.
You should ensure that the area around the purifier is kept clean.
Keep all components of the Pureit 'Germkill Kit' out of reach of children at all times.
Ensure that the purifier is placed on a flat surface at all times, and never tilt the transparent
chamber to take out water.
If you ever want to shift the purifier, do so only after both the top chamber and batching
chamber are empty. Otherwise the purifier may leak, and the purification process may get
affected.
Ensure that the nut in the transparent chamber is fully tightened by turning clock-wise. If
not, water may leak.
Always rely only on the red indicator to replace the battery. The auto switch-off is only an
additional assurance of safety - in some cases, the input water quality may prevent it from
functioning.

Don'ts
Always clean the Pureit system only as described in the section on cleaning. Do not use any

soap or detergent. Ensure that you don't inadvertently introduce germs into the transparent
chamber or the tap e.g. through your hands or by using a drying cloth. Always use purified
Pureit water for doing the last rinse of the transparent chamber, and then let it dip-dry.
Do not normally wash the cleansing-collection chamber.
Don't pour boiling or hot water into, or on the Pureit system. Similarly don't pour freezing
cold 0 water (less than 10 C) into, or on the Pureit system.
Do not pour hot water directly from an overhead tank or any other source in your Pureit as
hot water uses up the Germkill Processor faster than normal. If required, allow the water to
cool to room temperature before pouring it in the top chamber. For the same reason do not
keep your Pureit in hot surroundings like direct sunlight, near a stove or near a fridge.
Never buy the Pureit system, or a Pureit 'Germkill Kit' from an unauthorised source.
Remember all you have to do is call us at the Pureit helpline, and we will deliver a new
'Germkill Kit' to you at your home for a minimal delivery charge. Alternatively, you can visit
us at your nearest Pureit Safe Water Zone and buy a new battery.
Don't in anyway try to open the three Pureit 'Germkill Kit' components.
Never use the system once the Pureit Germkill Processor Indicator shows a full red colour in
the window, with no 'white' color visible.
Dont expose any of the components to fire.
Don't drop any of the components, or the purifier as a whole from a height. This may cause
the components to fracture or break, and the guarantee of getting water 'as safe as boiled
water' will no longer be valid.
Don't put any chemical fluids in the Pureit system. This is meant strictly for drinking water
only.
If the transparent chamber is full, please do not fill water in the top chamber, otherwise water
will overflow from the transparent chamber.
Do not try to open the Germkill processor.
Do not pour water in purifier after battery turns fully red. This will prevent water
overflowing due to auto switch-off. This ensures no one is accidentally hurt by slipping on
the overflow water. Also, no household item kept near purifier will get damaged by water.
Do not use the Germkill Batter Kit after expiry - which is post two years from the date of
packaging.

Do not keep the Pureit purifier in direct sunlight.

Do not use water not intended for drinking in Pureit system e.g. abandoned or abused water
bodies or water sources in which human, animal or industrial wastes are disposed.

Frequent asked questions :

What is the capacity of the Pureit system?
The top chamber of Pureit Classic and Pureit Autofill has a capacity of 9 litres whereas the
top chamber capacity of Pureit Compact is 5 litres, and the transparent chamber of Pureit
Classic and Pureit Autofill has a capacity of 9 litres whereas the transparent chamber of Pureit
Compact has a capacity of 5 litres. This has been designed such that for a typical family, the
water has to be filled in the top chamber only once a day. However if more than 9 or 5 litres
of water is required in a day ,depending on which Pureit you own, you can fill the top
chamber as often as necessary and take the corresponding water out of the transparent
chamber.
How much water can the Pureit system purify in one day?
Every time you fill the top chamber with water, all of it will get purified, and will collect in
the transparent chamber within a few hours. So you can keep filling the top chamber as often
as you need. However, you must ensure that there is one inch of empty space left in the
transparent chamber, and that you dont then pour any more water into the top chamber. If
you don't do this, or if you forget to withdraw water from the transparent chamber, the system
has been designed to overflow from the side. You may repeat as many cycles a day as you
require.
What does one do if there is a problem in the flow of water from the top chamber into the
batching chamber?
This could happen in some situations where the purifier has been subjected to very bad
quality water over a period of time, as a result of which the 'Activated Carbon Filter'TM gets
clogged. To alleviate this problem you need to do the following: Empty out water from the
top chamber, and then take out the 'Activated Carbon Filter'TM. Turn it upside down, and
remove the plastic cover by gently pushing the notches outwards. Wash the black surface
under water, while using your hands to gently rub the surface so as to remove accumulated
dirt. Do not use any detergent, and do not use any scrubber. Refit the plastic cover. Now, take
the bellow pump that came along with your new Pureit and fill it with Pureit water. Fit the
pump at the bottom of the 'Activated Carbon Filter'TM. Hold the 'Activated Carbon Filter'
over a sink with one hand and squeeze the pump with the other hand to force the water

through the 'Activated Carbon Filter'. Repeat the cleaning procedure using the pump till no
more dirt comes out of the 'Activated Carbon Filter' (typically 5-7 times). The 'Activated
Carbon Filter' is now clean. Remove the pump. Then put the Activated Carbon Filter back
into the top chamber.
The Pureit system overflows if you fill the top chamber with water, when the lower
transparent chamber is full of water. Is this a problem?
Yes, the Pureit system has been designed to overflow from the side. If you pour water in the
top chamber, and there is no space left in the transparent chamber. To prevent this from
happening, do not pour water in the top chamber if less than one inch of space is left in the
transparent chamber. To prevent this from happening, follow the instructions in Point 2.
Can one shift the purifier from one place to another?
Yes, this can be done. If you are shifting the purifier from one location inside the home to
another, we would advise that you first remove the water from the top chamber, the batching
chamber, the transparent chamber, and the Cleansing Collection chamber, only then shift the
purifier. If you have to shift the purifier to a location outside your home you also need to
ensure that the purifier is properly packed for transportation. Do not use the purifier for
getting drinking water while it is being transported. Also, if the device is out of use for more
than 3 days, then on starting to use again, throw one cycle of water from transparent chamber.
The water comes out of the polishing system in an intermittent manner. Is this a problem?
No, this is not a problem. The system has been designed to start and stop every few minutes.
This is to ensure that every batch of water coming out is always 'as safe as boiled water'.
How does one operate the tap?
The tap is operated by pushing the handle rightwards and leaving it there for getting
"continuous flowing water". If you push the handle leftward the water will flow for as long as
you keep pushing the handle. Do not attempt to push the handle forward and backward.
If my water contained a very large amount of visible dirt and turbidity, can we pour it into the
Pureit system?
We advise that you let the water stand in another container for some time until most of the
dirt settles down. Now pour the water into Pureit. This will ensure that the system does not
get prematurely choked.
How long will the Pureit Germkill Processor last?
The Germkill Kit has been designed to give 1500 litres of water at a water temperature of
25C, in moderate humidity conditions.
Since the Germkill Kit has been designed to work under varied temperature and water quality
conditions, there can be variations in the life of the Germkill kit due to the temperature of the
water. The Germkill Kit has been designed to give 1500 litres of water at a water temperature
of 25C, in moderate humidity conditions. For higher temperatures the life will be lesser,
where as for the lower temperatures, the life will be more. You can calculate how long will
the Germkill Kit will last for you. Just estimate your daily consumption of Pureit water (this
will include Pureit water used for drinking, cooking or for any other purpose), and from the
table below you can find out approximately how long will the Germkill Kit will last for you.
For example, if consumption is 10 litres of water a day from Pureit your Germkill Kit will
last for 150 days or 5 months.

The Germkill Kit is also available for 2250 litres and 1000 litres. Call the Pureit Helpline to
know more.
How long does it take water to get purified?
The average flow-rate of the Pureit will depend upon the quality of the water that is put into
the Pureit system, and may also vary with the life of the Pureit Germkill Processor. The flowrate through the system will typically be in the region of 30-150 ml/min. This means that 9
litres of water would get purified in 1-5 hours, depending on the quality of input water. Please
note that the flow rate will be much higher than that in the beginning of the Pureit Germkill
Kit life. Whenever you feel that the flow from your Pureit system has become unsatisfactorily
low, you can wash Activated Carbon Filter. Cleaning will remove accumulated dirt on the
Activated Carbon Filter and will improve the water flow. Please follow Activated Carbon
Filter cleaning instructions mentioned in point 3. It must be remembered that the first time
you use the system, and anytime else when you empty the Cleansing - Collection chamber
(such as after prolonged nonuse) no water will come out into the transparent section for a few
hours. This is because the Cleansing - Collection chamber has to get re-filled with water.
What does one do if there is a problem in the flow rate of water through the micro-fibre mesh,
after prolonged period of non-use?
Sometimes, after a prolonged period of non-use, there could be a problem with flow rate of
water through the micro-fibre filter. In such cases, to improve flow rate, soak the micro-fibre
mesh in water for an hour before using.
SAFETY:
There is condensation in the transparent chamber of my Pureit system. Is this a problem?
This normally happens because of temperature differences. It does not affect the working of
your Pureit and you will continue to receive 'as safe as boiled water'.
Is the plastic of the purifier safe to use?
The Pureit system, and the Germkill Kit has been made from good quality, food safe, nontoxic engineering plastics. These plastics will also not impart a smell to the water. Similar
plastics are used in all high quality refrigerators.
How hygienic is the tap?
The tap will come in repeated contact with hands, bottles and glasses. You need to ensure that
as a result of these contacts the tap does not get contaminated with germs. In case you do find
that the mouth of the tap has become dirty, clean and disinfect it with a dilute disinfectant
such as bleach / hypochlorite (50 ppm available chlorine) solution then discard the first 2
litres of Pureit water that flows through the tap.
Can one get the water coming out of the Pureit purifier tested for germs?
Yes, we can arrange to do that for you if you wish. Please call us on our Pureit helpline, and
we will arrange to get a water test done for you. This service will carry a fee.
Will Pureit remove salts and oils from water?
Water may contain many materials which affect the taste of water. Of these, Pureit removes
materials like oil, sand, soil, clay, dirt, decayed animal and plant waste, and harmful

pesticides impurities, and is therefore likely to improve the taste of water. However, Pureit
does not remove some materials that may contribute to taste like sodium chloride salt,
calcium and magnesium.
Can one pour brackish water into Pureit?
Yes, the water will be 'as safe as boiled water'TM, but there may not always be an
improvement in taste. However by pouring brackish / sea water into the Pureit, there may be
a risk of choking the system.
Sometimes there is a chlorine-like smell near the 'Germkill Processor', is this a problem ?
No, this is not a problem. You will continue to get absolutely safe, odor free, great tasting
water from the transparent chamber.
Water purified from Pureit has distinctive taste?
The first batch of water that gets purified in your new Pureit, or from a new 'Germkill Kit',
should be drained away when it collects in the transparent chamber. This batch of water may
have a distinctive taste and needs to be drained out by opening the tap. It should be noted that
even though the first batch of water may have a distinctive taste, it is completely safe, even if
accidentally ingested. Once you drain away the first batch, you will get great tasting water in
subsequent batches.
Can there sometimes be particles in the water stored in transparent chamber?
The first batch of water that gets purified in your new Pureit, or from a new 'Germkill Kit',
should be drained away when it collects in the transparent chamber. This batch of water may
contain some black particles that have got loosened from inside the polisher during transit.
Black particles may also appear as a result of shifting or titling the purifier, or when you are
using Pureit after several days. It should be noted that these black particles are a part of the
Pureit's polisherTM specially designed porous filter derived from natural coconut shell and
are therefore completely safe, even if accidentally swallowed. To remove these black particles
pour the collected water back into the top chamber and rinse the transparent chamber with
Pureit water to remove any particles that may be stuck to the sides.
Pureit didn't fully remove the colour from the input water. Is the water safe to drink?
Pureit is designed to give water that is 'as safe as boiled water'. However in some cases, as
with colloidal clay suspensions and with soluble salts of calcium, magnesium, iron etc, the
turbidity and colour may not be completely removed. In these cases please ensure that there
are no deposits or scales in the transparent chamber - if these are there then clean them by
using a disinfectant as indicated in question number 14. Rinse the transparent chamber
thoroughly with Pureit water. Once this is done, the output water will be microbiologically 'as
safe as boiled' even if some colour persists.
REPLACEMENT:
What happens if some part of the purifier breaks accidentally?
If some part of the purifier breaks accidentally, please call us on our Pureit helpline. We will
arrange to send you a replacement part. You will however have to pay for the replacement .
GERMKILL KIT:

How much water can one 'Germkill Kit' purify?

Pureit Classic and Autofill is designed to give 1500 litres of water at a water temperature of
25C, in moderate humidity conditions. The Germkill Kit is also available for 2250 litres and
1000 litres. Visit the Germkill Kit section on the website to know more.
How does one get a replacement for a Pureit 'Germkill Kit'?
When you need to replace your 'Germkill Kit', just call us on our Pureit helpline or visit us at
Pureit Safe Water Zone. The helplines are open from 8 a.m. to 8 p.m., Monday to Sunday.
Once you call, we will deliver the Pureit 'Germkill Kit' to your home for a nominal delivery
charge. Alternatively, you can visit us at a Safe Water Zone and buy a new Germkill Kit. This
way you are assured of getting a genuine 'Germkill Kit'. We would recommend that you keep
a spare 'new' 'Germkill Kit' at home. Please beware of counterfeits from unauthorised sources.
How much does a Pureit 'Germkill Battery Kit' replacement cost?
Please call up the Pureit helpline to find out the current cost of Pureit 'Germkill Kit'.
How does one replace the old 'Germkill Battery Kit?
Replacing the 'Activated Carbon Filter' - First empty the top chamber of all water. Remove
the old 'Activated Carbon Filter' by turning it anti-clockwise, and pulling it out from the top
chamber. Now remove the plastic cover from the old 'Activated Carbon Filter' by pushing the
two protruding notches outward. Take the new 'Activated Carbon Filter' and refit the plastic
cover. Now fit the new 'Activated Carbon Filter' into the top chamber by turning it clockwise.
Replacing 'Germkill Processor' - Remove the 'Germkill Life Indicator' and replace the
exhausted 'Germkill Processor' with the new one. Ensure that top chamber and batching
chamber is empty before you remove the 'Germkill Processor', as otherwise chlorinated water
spill out and may harm your clothes. Insert fully and ensure tightness.
Replacing Polisher' - Separate the top, batching and the transparent chamber. Remove the
nut in the transparent chamber by turning it anti-clockwise. Then separate the transparent
chamber from the Cleansing-Collection chamber. To remove polisher cartridge, turn polisher
lid anti-clockwise. Pull out the polisher assembly and turn it upside down. Take out the
exhausted polisher cartridge and dispose off with solid waste. Insert new polisher cartridge in
the polisher assembly such that this side up is at the top and tighten the bottom nut
completely. Tighten the nut and put back the polisher assembly on the Cleansing-Collection
chamber. Hold the stem of polisher assembly and rotate till the lid falls into the slot. Tighten
the lid and rotate it clockwise. Then put the transparent chamber back, and tighten the nut
completely by turning it clockwise. Now place the top chamber on top of the transparent
chamber. Pureit is now ready to use.
How do you dispose off a used up 'Germkill Battery Kit'?
Please replace the 'Germkill Kit' (all three components) only when the Germkill Life
Indicator turns fully red, and you can no longer see any white. Don't throw away a partly
used, or an un-used Germkill Processor, or any of its components into the garbage. Once the
life of the 'Germkill Kit' is over, take the exhausted Battery Kit (all three components) out of
the purifier, and dispose off safely only with dry waste. The exhausted 'Germkill Kit' should
not be used for any other purpose, and in any other way, other than as indicated in this

manual. The 'Germkill Kit', whether new, partly used, or fully exhausted must be kept away
from children, and should not be put into a fire.

SWOT ANALYSIS

STRENGTHS
1.
2.
3.
4.
5.
6.
7.

Sound track record of profitability and growth.

Respected management and reasonable competitive advantages.
Strong position in the segment of its business.
Emerging businesses and companies staging a turnaround etc.
Vast customer base.
Extensive distribution network.
Good promotional activities.

WEAKNESSESS
1.
Reduction in quality of the GKB.
2.
Dissatisfaction among customer due to lack of service.
3.
Lack of periodic training to the PWE.
OPPORTUNITIES
1.
Rising level of income level creates huge investment opportunity.
2.
Increasing awareness in safe drinking water among people.
3.
Growing market of water purifier in urban as well as rural areas.
THREATS
1.
Economic environment.
2.
Government policies.
3.
Political environment.
4.
Social environment

VISION

Unilever products touch the lives of over 2 billion people every day whether that's through
feeling great because they've got shiny hair and a brilliant smile, keeping their homes fresh and
clean, or by enjoying a great cup of tea, satisfying meal or healthy snack.

A clear direction
The four pillars of our vision set out the long term direction for the company where we want to
go and how we are going to get there:
We work to create a better future every day
We help people feel good, look good and get more out of life with brands and services that are
good for them and good for others.
We will inspire people to take small everyday actions that can add up to a big difference for the
world.
We will develop new ways of doing business with the aim of doubling the size of our company
while reducing our environmental impact.
We've always believed in the power of our brands to improve the quality of peoples lives and in
doing the right thing. As our business grows, so do our responsibilities. We recognize that global
challenges such as climate change concern us all. Considering the wider impact of our actions is
embedded in our values and is a fundamental part of who we are.

MARKET RESEARCH
Introduction:
Usually it is said that if marketing would be a train, then market research would be the locomotive. In
other words, market research should ideally be the starting point of any marketing exercise. Conducting
any marketing exercise - be it related to pricing, promotion or distribution of a product or service, without
researching the potential market is as sensible as setting out to sell sand in the Sahara Desert. Market
research provides the answers to all the questions that generally occupy the minds of marketers, at every
stage of the marketing process.

Growth Trends in Market Research

India, fastest growing market research industry in the world, with growth rates at around 31 % (2009-10) .
China is a distant second growing at 20 %. The size of the industry if of 595 crore, but the industry is
growing rapidly with a lot of business coming from overseas. The business coming from overseas
involves lot of outsourcing as cost advantages are enormous. The processing of data is almost 50%
cheaper in India. The processing of data is almost 50% cheaper are in India than in developed countries.
The outsourcing business amounts to almost for the 8 % industry and this figure is doubling in value
every year.
Key Players in Market Research:-

Scope of Market Research

Many people think that marketing research is just a consumer survey, asking consumers about certain
product or services. Though consumer research is an integral part of marketing research, the latter is quite
a pervasive activity, covering the various types of marketing problems that confront the marketing
manager. There are various discussion confined to the market research which are as follows.
Product Research
Sales Research
Customer Research
Pricing Research

OBJECTIVES
The followings are the main objectives of this research project

How to increase productivity of sales in Kiosks

Competitive analysis of PURE IT
To read the consumer behavior

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 cross-validate 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 50 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: DELHI

II. Selection of Sample size: 50

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 HUL Pure it water
purifiers. The survey was conducted in Delhi 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.
Hindustan Unilever limited is the company in India to doing direct marketing in water purifier. Today it is
Asia largest direct selling organization. It has direct selling force touching 1.5 million Indian homes and
adding 1000 customers daily. It has

dealers and

distributors across the country and operating in over

towns and cities.

Advantages of Direct Marketing

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

Disadvantages of Direct Marketing

Consumer cant touch and feel the product before buying
The scope of expansion is limited in this kind of marketing
It has higher per person cost than other form of advertising.

 There is a great scope for misleading and deceiving customers by dishonest businessman.
It may cause irritation to the consumer through unwanted mail and spam.

SELLING STRATEGY ADOPTED

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

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

(3) Pure it Autofill Rs 3200 /(4) Pure it Marvella Rs 6900 /-

Marketing Mix
PRODUCT
a) Easily available nationwide.

PRICE
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

consumable.

type.

c) Best prices offered when compared

to other competitors.
PROMOTION

a)Active subscription immediately

PLACE
a) Urban educated India that cares for
their family.

b) Right time installation of products

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

LIMITATION OF THE STUDY

Time is the major constraint in the study
My Study is confined to 50 respondents.
Research is done only in some parts of Delhi

 Respondents Fatigue.
Researcher inexperience.

Competitive analysis of Pure It

What is Competitive Analysis?
Competitive Analysis is a process of gathering and analyzing information about competitors, their
practices, products, strengths and weaknesses and business trends in order to assess our position in the
market and improve companys products and marketing strategies.

What is the purpose of Competitive Analysis?

In today's market, i must know what competitors are doing and what to do to stay ahead of the
competition. Many businesses believe they are providing a good product to their customers, but do not
have reliable information showing how customers perceive their product or how it compares to the
competition. A Competitive Analysis performed by an unbiased third party is an invaluable tool because it
can help to company for identify ways to attract new customers, as well as keep the ones you have
satisfied with companys products.

Strengths and weaknesses : How companys product stacks up against the competition and in
what areas they have an edge over companys product and in what areas companys product is
superior.

Identify competitors : Verify who your primary and secondary competitors are.

Improvements : How and in what areas companys product, processes, and practices must be
improved to meet market demands or to stay ahead of the competition.

Marketing : What improvements company needs to make in marketing approach - company may
want to highlight why their product is ahead of the competition, or the unique features that
consumers desire.

How can Competitive Analysis help establish companys product as a market

leader?
Competitive Analysis gives to company a realistic view of their competition and the opportunity to
identify improvement in areas like customer services, and marketing claims. It can help to compare
products prior to making their marketing and promotional decisions.
Competitive Analysis will help accomplish the following:

Have a realistic view of company competition.

Foresee market changes and demands.

Identify ways to attract customers from companys competitors.

Discover opportunities for improvement in companys business practices..

Identify necessary changes in companys processes to reduce costs.

A List of Competitors

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

4. Zero B
5. Godrej
6. Tata

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

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

Customer satisfaction and service levels

Distribution costs

Size and quality of customer databases

Advertising effectiveness

Strategy - competitive advantage

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

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

Key features

Pure it

Boiling

Leading

process

inline purifier

Removes harmful Viruses

Need to boil

Removes harmful Bacteria

for 30-40

Removes

Min

harmful

Parasites(causes
amoebiasis, diarrhoea, etc)
End-of-life indicator

Advanced Auto Switch-off

Great taste

Improves clarity

Removes odour

UV

Kent filter

Doesn't need expensive gas

Doesn't need electricity

Doesn't need continuous tap

Doesnt need plumbing

Doesn't need an expensive

maintenance contract

Low initial cost

Low on-going cost

water

The above table shows that Pureits initial price of Rs. 2000 and the ongoing price of only Re. 1
for 4 litres of water is the most competitive offer in the market. This is because Pureit doesnt
need expensive gas, doesnt need electricity, doesnt need maintenance.
Cost comparison across purification methods
Method of purification
paise/litre
Cost of Pure it water
24
Cost of Kent water
35
Cost of boiling water
47
Cost of leading UV in-line purifier
64
Cost of 20 liters of leading bottled water brand
350
Cost of 1 liter of leading bottled water brand
1200

Annexure

QUESTIONNAIRE I

NAME:
ADDRESS :
PHONE NUMBER :
MARTIAL STATUS:- 1.MARRIED
AGE

:-

2.UNMARRIED

1. < 25 Yrs
3. 35-45 Yrs

2. 25-35 Yrs
4. 45 < Yrs

PROFESSION:1. BUSINESSMAN
3. CORPORATE/PVT EMPLOYEE
5. STUDENT

2. GOVT EMPLOYEE
4. PROFESSIONAL
6. OTHER

Q1) What is the source of safe drinking water in your house ?

_____________________________________________________________
Q2) Do you purify water for drinking after getting it ?
Yes
2) No
Q3) How do you purify the water for drinking ?
Candle Filter
Aqua Guard
Mineral Water Can
Boiling
R.O
Other

Q4) Do you agree that safe and pure drinking water is a problem in your locality?
Yes
2) No
Q5) Are you aware of various diseases ( like-Diarrhea , Jaundice , Typhoid , Cholera
etc) which are caused by dirty water ?
Yes
2) No
Q6) How many members are there in your house (including children) ?
______________________________________________________________
Q7) Have you heard about HUL Pure it Water purifier?
Yes
2) No
If Yes from where?
T.V
Radio
Newspaper/ Other print media
Friends / Neighbour / Relatives etc
Other
Q8) If you dont know about Pureit . Do you want to know about it ?
Yes
2) No
Q9) Do you know Pureit removes all the physical, chemical and microbiological
Impurities dissolved in water?
Yes
2) No
Q10)Do you know that Pureit is the only water purifier in India which is approved
by EPA(Environmental Protection Agency ) USA ?
Yes
2) No
Q11)Do you know that Pureit water purifier gives you 4 Liter of safe drinking water
In just 1 Rupee?
Yes
2) No
Q12)Do you know that HUL Pureit water purifier gives you safe drinking water
which is As Safe As Boiled Water ?
Yes
2) No
Q13)Are you interested in taking DEMO of the product ?
Yes
2) No

Date :
--/--/----

Name of the PWE :

_________________

QUESTIONNAIRE II
Feed Back Questions :
Q1) Do you know Pureit Helpline number ?
1) Yes
2) No
Q2) Do you know where to get information on usage, cleaning of Pureit device or
Any other queries about Pureit ?
1) Yes
2) No
Q3) Do you Know when should you order for a new germ kill battery(GKB) ?
1) Yes
2) No
Q4) Do you know how to update a change in your phone number and/or address so
that you can access Pureit service ?
1) Yes

2) No

DATA PRESENTATION & ANALYSIS

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

Fig 5.1: Frequency of the respondents who have water purifier

FREQUENCY
52
51
50
52

49

Frequency

48
47

48

46
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.

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 it

7

40

Kent

Philips

35
30
25

10

FREQUENCY

50

20

Whirlpool
10

15
10
5

50

14

0
Eureka Forbes

10
Kent

10

Any Other

14

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

Fig 5.3: Percentage of respondents about electricity?

PERCENTAGE

28
Yes
No

72

INTERPRETATION
The above data tells about electricity of 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 % of people have given their view No.

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.
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 % of people have given their view YES. the taste of
water is good, odorless and looks clear.9 % of people have told NO, the taste of water is good, odorless
and looks clear and 11 % of people have given their view dont know about taste of water.

Fig 5.6: Frequency and percentage of respondents about cost of water purifier

FREQUENCY
40
35
30
25
20
15
10
5
0

37
27
FREQUENCY

20

16

FREQUENCY

Rs. 1000- Rs. 5,000

16

Rs. 6,000- Rs. 10,000

37

20

Rs. 11,000- Rs. 15,000

27

More than 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 to Rs
5000 was found 37 % .The percentage of people who are using or willing to buy water purifier in
the cost range Rs 6000 to Rs 10000 was found 27 % . The percentage of people who are using or
willing to buy water purifier in the cost range Rs 11000 to Rs 15000 was found 20 % . The
percentage of people who are using or willing to buy water purifier more than Rs 15000 was
found 16 % .
Table 5.7: Frequency and Percentage of respondents about service after sales
SERVICE AFTER SALES

FREQUENCY

PERCENT

Yes

64

64.0

No

36

36.0

Total

100

100.0

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 %
of people have given their view that after sales , service is good and 36 % of people have given
their view that service is not good.

Fig 5.8: Frequency and Percentage of respondents about where to prefer to buy the water
purifier

PERCENTAGE

Retail Outlet

FREQUENCY

Franchisee Dealer
30

49

Demo at your doorstep

50
45
40
35
30
25
20
15
10
5
0

49
30

Frequency
21

21

INTERPRETATION
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 water purifier from demo at your doorstep, 30 %
(30) of people prefer to buy water purifier from retail outlet and 21 % (21) of people prefer to
buy water purifier from franchisee dealer.

Fig 5.9: Frequency and Percentage of respondents about warranty of water purifier

FREQUENCY
45
40
35
30
Frequency

25

43

20

40

15
17

10
5
0
6 Months

1 year

2 Year

PERCENTAGE

17
6 Months
40

1 year

43
2 Year

INTERPRETATION
The above data has given frequency and percentage about warranty of water purifier. 43% of
respondents have given their view, 6 month warranty period of water purifier. 40 %

of

respondents have given their view, 1 year warranty period of water purifier. 17% of respondents
have given their view, 2 year warranty period of water purifier.
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 % of respondents have given
their view that both that is price as well as health and safety.

CONCLUSION
I had conducted the market survey in the town of DELHI & NCR.
I had chosen the product as Pure It because people are very cautious about their health these days and
are very particular about their drinking water. In such a scenario most of the people are
using water purifier.
I was very lucky to join this company and learnt so many things, like punctuality, hard work, selling
strategy of company etc. I had met different kinds of people, coming from different religion. Thus I came
to know about the different views of these people.
After the survey I came to a solution that the people of DELHI & NCR are very much aware of Pure it
water purifier and maximum of them are satisfied with the product. I came across some people who are
using Pure it water Purifier for more than 2 years. Although maximum people are satisfied with
the product but still there a pinch of dissatisfaction among some of the consumers. But the ratios of these
people are negligible.
The

survey has

showed

and

proved that

Hindustan

Uniliver

Limited

is

enjoying a

monopoly in the markets of DELHI & NCR,. Now a day, HUL is competing with Eureka Forbes. I have
found out from the survey that people use the word Pure it as a generic name for all water purifiers
no matter to which company and brand it belongs to. Moreover my survey has showed that most
of the people are using Pure it water Purifier in their work place as well as in their homes.

RECOMMENDATIONS
As per the survey done following were the recommendations of the survey:
Price structure should be revised
Customer service is something which company should pay more attention at.
All models not available for display in retail outlets and also brochures should
be made available.
Sales person at the retails counters should have proper knowledge about the
product.
Should focus more on brand awareness.
Technological & other aspects should be re considered and re-christened
Should focus on more sku

BIBLIOGRAPHY
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