Industry Fact

• Penetration- 2%
• 3500 crore market
• Eureka – 60%
• Kent in RO has 42%
• Industry growth rate 15%
• 3 technologies- RO,UV
• The ₹8,000-15,000 segment is the most popular in a market that ranges from ₹1,600 to ₹40,000.
• RO vs UV– in RO 6-7 litres are wasted
• The rapid growth of cities and towns leads to ground water depletion and brings up more – and “new-age” –
contaminants such as lead, arsenic, fluorides as the bores go deeper and deeper. Growing awareness among
consumers, lack of access to pure water and the need for convenient solutions ensure the water purifier
market will grow
• Growth will also come from service

• Attitudes form an important part of the indirect influencing of consumer behavior as a direct influence is difficult
to execute and has lesser impact since the underlying behaviour is the foundation.
Consumer behaviour and perception
• Water purifiers are yet to be seen as essential household items and so the adaptation has been gradual, but Gupta is betting on things to eventually
change as income levels improve.
• In past 35 years acknowledging purifying water by machine is superior to boiling.
• Earlier: Boiling was the gold standard, People ignored the message that it killed germs alright but did not deal with other impurities, So it followed
that no one wanted to pay for it
• challenge is consumer education and the understanding of the technologies.
• . Call it loss of faith in the municipal water supply system or changing attitude of people, costly and more sophisticated purifiers have replaced these.
• rising awareness about waterborne diseases and the associated health and economic burden
• the absence of any performance standards for point-of-use (POU) water purifiers in the countr
• Confused customer about quality
• technology trends in water purifiers will be dictated by the lifestyle and beliefs of the young middle and higher income consumers in India. The first is
the desire for simple and convenient designs. Consumer expectations on ease of installation of water purifiers, and the ease of replacing the
consumable components, have already increased several fold due to busier lifestyles. Another feature that has gained relevance is convenience.
Purifiers which don’t require consumer’s intervention for start-up or stop have gained prominence, particularly with premium consumers.
• The second technology trend will be driven by consumers who are far more conscious about the environment and who are starting to demand that
natural resources be used in a responsible and sustainable manner. In fact, it is entirely possible that in the near future, such consumers will make
their choice for a water purifier based on environmental impact.
• Last 5-6 points; http://www.dnaindia.com/money/report-how-consumer-expectations-will-change-water-purifiers-in-future-1638921
https://www.outlookbusiness.com/strategy/featur
e/the-unquenchable-thirst-4019
• Kent
• Hema Malini as its brand ambassador
• appeal among housewives, who are the
decision markers when it comes to purchasing
household products
• the brand ambassador’s presence is all-
pervasive — the walls are filled with her
posters.
• Choosing Hema Malini over a young film star
was a great decision because it is not a
product that would attract the younger
crowd,
• it will continue to be a niche player but its
strong brand recall
• While the ads gave Kent considerable brand
recall, the company has also worked on
improving its reach
• Increased distribution
• Building service network and distribution
network
• Community plans to give people taste of what
water purifier looks like at affordable rate res
20
• Bottled water vs purified
• Having established oneself as a brand, gives
you recognition and ample opportunity to
move into newer product categories
• plank of purity
HUL
• 2008 entry in RO • The demand was overwhelming
• entry-level product (storage because Pureit does not require
purifier) in line with the running water or electricity supply.
government’s Swachh Bharat • HUL pushed the sales of Pureit
initiative, doing lot of activation in across the country by making it
relevant areas more affordable
• For the RO offering, HUL roped in
Farhan Akhtar and Prachi Desai as
brand ambassadors in 2011
• HUL’s Pureit and Tata Swach have
been doing well in the lower-end of
the water purifier segment
Aquaguard
• has gone on to become a super brand • Madhuri Dixit, Smriti Irani , and nene
with a recall level of 92 per cent husband endorse
• 35 years • Intelligent IOT Aquaguard can send
• Aquaguard and aquashare (premium technicians to service a unit even
and low end respectively) before it breaks down
• Pole position in imagery • Aggressive marketing made Aqu-
aguard a synonym for water purifier in
• Heritage status India.
• New shift required towards scientific
contemporaneity
• Sustainable core prepositions, change
from “pure and safe” to “healthy”
drinking water
• New imagery needed to be built
co,mmon point across brands
reference: http://www.exchange4media.com/Advertising/S-Group-InsightsWater-Purifiers-record-34-growth-in-ad-duration-on-TV-in-2015-
compared-to-2011_65127.html

• Major players currently • seasonal advertising trend for

dominating the water purifiers Water Purifiers, starting from
market on TV ad space in India May to August of every year
include Hindustan Lever Limited,
Eureka Forbes Ltd and Kent RO
System Ltd.
• On TV Medium, advertisement
duration of Water Purifiers has
seen an increase of 34% in Yr
2015 as compared to Yr 2011.
Future prospects
• Water purifiers are inherently
superior with respect to boiling
water and bottled water because
of far lower contribution to green
house gases. Purifiers with lower
plastic and carbon weight, purifiers
making use of recyclable plastics
and purifiers that do not consume
too much or any electrical energy,
however, will become more
popular than others (everything
else being equal; that is, the
guarantee of safe drinking water).
History and future
• A favorable attitude required a • Can be now for the established
need or motive before it can be base turned towards a category
translated into action, since benefit and status symbol.
functional aspects of this need Standardizing
to be created before marketing
the product
Attitude towards object model
http://shodhganga.inflibnet.ac.in/bitstream/10603
/38030/11/11_chapter%204.pdf
• Beliefs about product • Measure attitude
• Positive and negative beliefs • Belief and feelings
about the product/category • Attitude development
• Brand wise cognative, effective • Personal exp, needs, selective
and conative aspects perception, personality, group
• Ad analysis of individual brand assocations,