Sales and Distribution System of

Pureit Water Purifiers Brand

of

Presented by :
Dhiraj Khare
Prabhas Ranjan Das
Radha Govind Indwar
Ramawtar Mishra
 Industry Profile


• The domestic water purifier

appliances market is estimated to
be Rs 1200 Crore.


• category is not growing very fast

because of the high cost of the
product.
 Company Introduction
• Earlier known as Hindustan Lever Limited
• Was formed in 1933 as Lever Brothers India
Limited.
• Headquartered in Mumbai,
• HUL is the market leader in Indian products such
as tea, soaps, detergents etc.
• The company’s statement of corporate purpose is
to “meet the everyday needs of people,
everywhere.”
•
 C o m p a n y In tro d u ctio n C o n td …
•
• India's largest Fast Moving Consumer Goods
company
• Anglo-Dutch company Unilever-52.10%
• 15,000 employees, including over 1,300
managers
• 40 factories across India
• HUL's distribution network Comprises:
• 4,000 redistribution stockists.
• 6.3 million retail outlets.

 Past Milestone
•
•
• Entered India in 1988, by exporting Sunlight Soaps Bar
• Lifebuoy was introduced in 1895
• Vansapatiwas launched in 1918
• Dalda Brand come into market in 1937
• Unilever initial Indian subsidiary
 1. Hindustan Vanaspati Manufacturing Company
(1931)
 2. Lever Brothers India Limited (1933)
 3. United Traders Limited (1935)
 These three companies merged to form HLL in November
1956
 C o m p a n y Fa cts
• Hindustan Unilever, 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.
• HUL holds 100 factories across India for manufacturing its
diverse product range.
• With 35 brands and 1,200 SKUs (stock keeping units), HUL
also plans to rationalize the number of SKUs in its
portfolio.
•

 Introduction (cont’d)
Some of its brands include


Ø Kwality Wall's ice cream,

Ø Lifeboy,
Ø Lux,
Ø Breeze,
Ø Liril,
Ø Hamam,
Ø Pureit Water Purifier,
Ø Lipton tea,
Ø Brooke Bond tea,
Ø Bru Coffee,
Ø Pepsodentand toothpaste and brushes and many more.
•
Organizational Structure
VICE
PRESIDENT

GENERAL
MANAGER

ZONAL
MANAGER

Sr . SALES
MANAGER

AREA SALES
MANAGER

TERRITORY
SALES
OFFICER
TEAM
LEADER
SALES
EXECUTIVE
• Pureit - The world's most
advanced in-home
water purifier.


• Price of just Rs. 2000.



• Germ Kill Battery

Technology
• Pureit has been launched on a pilot basis
through the company's rural initiative -
Project Shakti.
• The company plans to add 2,500 more
executives over the next nine months to
Pureit’s existing sales team of 7,500.
• Besides traditional advertising such as
television commercials, the company is
promoting the product through non-
traditional channels such as hospitals,
clinics, government and non-government
bodies and health care agencies.
 Market share of purifiers


• Aquaguard is the market leader with

approximately 68% market share.


• Aquasure and Pureit, together account for 20%

of water purifiers sold and are reported to be
growing at 100 percent per annum.


• two thirds of the existing water purification

market belongs to UV water purifiers and one
third is shared between reverse osmosis
purification systems and chemical purifiers.
•
 Distribution Channel


 These are sets of interdependent

organizations involved in the process of
making a product or a service available for
use or consumption.
Rural distribution


 Sales Forecasting


 This is a process of predicting the

future level of sales based on current
information.


 Why forecasting is necessary….?



• Supply chain and value chain management

depends on demand patterns for the
category.


• Procurement can be channelized as per demand



• Inventory level can be managed


 Forecasting Techniques

N on- Q u a n tita tive

q u a n tita tive

Ju d g m e n t C o u n tin g Tim e se rie s C a su a lo r

M e th o d s M e th o d s m e th o d s a sso cia tio n
m e th o d s
 

 Sales Forecast
for Pure It
  Seasonality in Forecast

v
M o n so o n – T h e ta p w a te r is
co n ta m in a te d .
( July to September )

M a rria g e – Pu re it is u se d a s a g ift.
( April to June )
 Forecasting technique used
 Sales force composite method



Organization asks its sales personnel to
come up with their forecasts. The
individual forecasts are then combined to
get an overall demand forecast for the
organization.



Bottom Up Approach - Sales
Force Composition Method
S a le s Ta rg e t se ttin g a n d A ch ie ve m e n t fo r th e
m o n th Ju n e
TDP1 review

SWZ MOC Target TDP 1 Target TDP 1 Ach % ach

Rajwada 200 66 25 38%

LIG 128 42 16 38%

Sapna Sangeeta 152 50 28 55%

Sudama Nagar 99 33 12 37%

 Te rm in o lo g y U se d in S a le s


• TSO - Territory Sales Officer

• CDO - Consumer Durable Outlet
• MOC - Month of Closing
• KSP - Key sales Person
• TL - Territory Leader
§
 Motivating Sales force


• Fixed pay – Rs. 5000

• Salesperson get 100 point on selling
each water purifier
• Hero of The Day (outstanding
performer is rewarded on daily
basis)
•
•
• Selling more than 10 water purifiers
in a month, a sales executive gets
commission of Rs. 150 per water
purifier


• Accumulating more than 5000 point,

sales executive gets different gifts
•
•
•


Thank You