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EUREKA

FORBES
GROUP 1
ABHIK PAUL | ASRAM JAMIL | GOPINEEDI SREEKANTH |
MOHANISH PHULBANDHE | KISHORE KHANNA | SIDHANT RAY

Key Values:

Hygiene

Taste

Clarity

Initial Cost

Total Cost of Ownership

Service and Maintenance

Key Constraints for consumers

Source of water

Availability of running water

24Hrs Electricity

Consumer Segments
Hygiene

taste

Urban Elite
tier 1
tier 2

high

Urban Elite
tier
1
high
tier 2
tier 3

tier 3

Middle
highclass

Middle
class

tier 1
tier 2
tier 3

high

Moderate

tier 2

tier 1
tier 2
tier 3
Moderate

tier 3

Moderate

WTP

service

Running water (Source of


water correlated)

Priority
Values

high

high

high

Hygein,
Service

high

high

Hygein,
Service

high

high

high

high

high

Y
Y
Y/N
Y
Y
Y/N

high

high

Moderate

high

high

Y
Y/N
Y/N
Moderate

high

high

Moderate

Product

CVPA

24Hrs Electricity
Trust with

Hygein,
Service

high

lower middle claas

tier 1

clarity

aquagaurd
total RO,

fast
assistance
Trust with
aquagaurd
Y
fast
total
Y RO assistance
aquagaurd
Y/N
Trust, fast
booster,
assistance,
Aquasure
reliable,
RO
storage
Y
Springfresh

Y
Y/N

high

Taste,
clarity,
service

high

Taste,
clarity,
service

high

Taste,
clarity,
service

multi stage
Aquasure purification
UV
, reliable,
Y
durable
Y/N
multi stage
Aquasure
purification
Y/N
UV
, reliable,
durable
multi stage
Aquacare purification
RO
, reliable,
durable

lower
middle
claas
Taste,

Aquasure

affordabilty

How to Compete
Design

Delivery

Trustworthy water and


reliable service
- Multiple filtration
stages
- Regular maintenance,
fast assistance to
queries, requests

Pure water, unchanged


taste with reliable service

Affordable, pure water


available conveniently
without regular tap water
and power supply

Communication

UV technology
Direct Selling,
Retailing, Tie-ups with
real estate developers
Scheduled
maintenance visits
Adding logistical
support (calls,
maintenance

Healthier water,
healthier life
We worry about your
maintenance

RO technology
Direct Selling (initially),
Retailing
Adding logistical
support

-Purity and taste


assured with Aquasure
via TV ads
- Signing up doctors or
community leaders to
signal that clear water
isnt pure water

Resin, high storage


Franchisee model
Tie-up with sanitary
ware players

We do the boiling for


you via TV ads

(via personalized selling


and at retail touchpoints)

Competitive Analysis
Proposition

Cost
(INR)

Technolog
y

Distribution
Channel

Target
Segment

HUL
(PureIT)

Safe as boiled water &


without gas,
electricity, water supply

1800

Raisin

Direct selling Approach

Middle income
Urban households
(Mass market)

Philips
India

Intelligent water
purifier

850012500

UV

Partnerships

High end Urban


Households

Kent RO

Innovative healthcare
products that purify the
water we drink

1000014500

RO

Franchise Model: Direct


Marketing

High end urban


households/
Industrial Use

IoN
exchange

Total environmental
solution

18000

RO

Retail Watermarts

Industrial & High


end Residential
Communities

Bottled
Water

Pure drinking water


outside home

12/ litre

Pre-packaged

Retail channels

Individual
customers

AquaGuar
d

Technological
leadership

580014500

UV

Direct Sales

Affluent Urban
Households

AquaSure

Greater Convenience
(No electricity and
running water)

1600

Raisin

Retail

Mass market
households