A MINOR PROJECT REPORT ON

HUL Pure It: Competitive analysis

SUBMITTED BY: Ankit Kumar Roll No: 00321201810 BBA (Banking & Insurance) IIIrd Semester

SUMITTED TO: Mrs Arti Malik (Assistant Professor)

Maharaja Surajmal Institute Recognized by UGC, U/S 2 (F) Affiliated to Guru Gobind Singh Indraprastha University C-4, Janakpuri, New Delhi, 1100
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CERTIFICATE

This is to certify that the project entitled HUL Pure It: Competitive Analysis prepared by Ankit Kumar has been completed under my guidance and I am contended with the work carried out by him.

The project was successfully carried out by Ankit Kumar in partial fulfillment of the Bachelor Of Business Administration (Banking & Insurance), IIIrd Semester, required to the award of degree of BBA(B&I) from Guru Gobind Singh Indraprastha University

Project Guide _____________

Mrs. Arti Malik Assistant Professor (Department of Business Administration)

ACKNOWLEDGEMENT

I would like to express my gratitude to PROF. AZAD S. CHILLAR (Director, Maharaja Surajmal Institute) for giving me the opportunity to broaden my sphere of knowledge. I pay my sincere thanks to my project guide: Mrs Arti Malik, for her valuable guidance in the selection of the project and help during the undertaking of preparation of project report. Last but not the list, I wish to thank my family and friends who have been a constant support to me.

___________________

Ankit Kumar Roll no.-00321201810 BBA (B&I) 3rd Sem.

TABLE OF CONTENTS

S NO 1. 2. 3. 4. 5. 6. 7.

PARTICULARS TITLE PAGE CERTIFICATE ACKNOWLEDGEMENT CHAPTER I: INTRODUCTION CHAPTER II: PROFILE OF THE ORGANISATION CHAPTER III: ANALYSIS AND RECOMMENDATIONS CHAPTER IV: CONCLUSIONS AND RECOMMENDATIONS BIBLIOGRAPHY ANNEXTURES

PAGE 1 2 3 5 13 24 48 51 53

CHAPTER I:
INTRODUCTION

INTRODUCTION

Pure It is a range of low cost water purifier launched by Hindustan Unilever Limited in Chennai in 2004. Pure It is sold in India, Mexico, Indonesia, Brazil, Sri Lanka, Nigeria and Bangladesh. Pure It doesnt need electricity to run, it removes the problem of refilling

purifier daily. It automatically refills itself from the tap. It has a mechanism that turns off the water inlet when full and takes water only when required. Such simple improvement differentiates the product and the range starts from an incredible price of Rs2000. Pure It is an offering in the Indian water purifier industry. This industry has seen a lot of activity in the recent years. It has seen the entry of many new players in the market. The total size of the market is estimated to be Rs1500 crores. Eureka Forbes is the pioneer in this industry. It followed the tried and test direct selling route for marketing its product in India thus becoming one of the first selling companies in India. The water purifier industry is growing tremendously and there is a tremendous potential. There has been a 22% compounded annual growth rate in the Financial Year 2010. Delhi stands on the top in terms of market penetration with 25% households using purifiers; it is followed by Navi Mumbai with 17%. But the national average is only 9%..

Eureka Forbes dominates the market with 60% share. HUL Pure It is a new entrant but it has managed to differentiate its product with new EPA technology and competitive costing. This project is the result of a vast market research carried out in New Delhi.

OBJECTIVE OF THE STUDY

The project aims to get us out of the classroom 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 influences the referring behavior of customers. The scope is such that the study has conducted by taking samples from different areas, which depicts the overall picture. The result obtained will give me 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.

RESEARCH METHODOLOGY

This project used Descriptive & Exploratory research, Scaling technique and a market 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 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.

Market Research: Usually it is said that iF marketing would be a train, and 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 in the desert. Market research provides the answers to all the questions that generally occupy the minds of marketers, at every stage of the marketing process.

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, conversing the various types of marketing problems that confront the marketing manager. There are various discussion confined to the market research which are as followsa. Product Research b. Sales Research c. Customer Research

d. Pricing Research d. Advertising Research

Data Collection I). Primary Data (A). Questionnaire: A set of questions related to the research topic was formulated.
Response for each question included in the questionnaire has been collected from the customer.

(B).Interview: Apart from collecting different responses from the customers some extra information has been obtained through face to face interviewing activity.

II). Secondary Data

a. Secondary research was done to build an in-depth understanding of the kiosk (outreach). b. Information from various published resources validates the market figures and cross validates the data. c. Detailed analysis of secondary information was used to arrive at the specific framework provided in the report.

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III). Sampling methodology: The sampling methodology used in Non Probability

sampling technique-Convince sampling.

IV). Sample size: 30 samples were chosen for analysis.

V). 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 Nominal scale of measurement has been used to measure the respondents responses with each of the series oh items in the form of statements. The respondents category range from housewives & working women to college going students.

LIMITATIONS

This report suffers from the following limitations that are unavoidable.

Time: This project has been prepared in a short period of 2 months. It is less for an
accurate market research.

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Respondents: Only 30 respondents have been interviewed while the actual number of
water purifier users is in millions.

Respondents Fatigue: Most respondents are fatigue and reluctant towards being
interviewed.

Short Area: This survey was carried out in New Delhi which is only a portion of the
total market.

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CAPTER II:
PROFILE OF THE ORGANISTION

PROFILE OF THE ORGANISATION AND INDUSTRY

Industry Profile

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In the last decade and more, the country has gone 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 2009 World Health Organization report, 1.1 billion people lack access to improved drinking water supply, 88 per cent of the 4 billion annual cases of diarrhea disease are attributed to unsafe drinking water and inadequate sanitation and hygiene, and 1.8 million people die from diarrhea diseases every year. The WHO estimates that 94% of these diarrhea cases are preventable through modifications to the environment, including access to safe drinking water.

Water Purifier companies in India

Water purifier is one of the most used kitchen utilities. Available in India water purification and backpacking is an industry in itself in India. Portable versions of water purifier are available for camping and hiking. Water purification methods include the mechanized version as well as the age old and time-tested water purification tablets. The water purification process includes removing contaminants from the raw water sources. Some of the home remedies for water purification are boiling or the use of the household charcoal filter. But this does not ensure the required standard of water purification thus a proper 14

treatment is mandatory. Thats where the water purifiers for home step in treatment of water by ozone also provide a certain level of purity.

The main manufacturers having the major share of the water purifiers are: Eureka Forbes Philips Kent Whrilpool Usha brita Alfaa Godrej Hi-tech Jaipan Kenstar

Water Purifier Market in India 2011

The water purification and treatment industry in India, under siege from 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

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are dime in a dozen firms that are trying to make the best of the situation now there is a clamor for proper standards.

Indian Water Purifier Market has tremendous growth potential

Globally more that one billon people lack access to safe 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 population worldwide live in waterstressed areas. The figure is expected to raise two-third of the population 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 27% CAGR. The water purifier industry sales grew dramatically during FY10 as compared to previous fiscals due to improving demand and expanding production capacity. The industry saw high growth of rate 22% during FY09 due to the increasing awareness for safe drinking water. The UV segment, which consists 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 rapid trajectory and is expected to witness a turnover growth of more than n 22% CAGR during the period between FY11 and to FY14. Research conducted a survey across 10 major cities in India with 600 users of water purifiers to understand the market size, growth drivers, issues and buying behavior patterns. The cities covered in survey were, Delhi,

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Mumbai, Kolkata, Chennai, Banglore, Hydrabad, Ahmedabad, Chandigarh, Pune and Bhopal.

Company Profile

Hindustan Unilever (HUL) is Indias largest fast moving consumer goods company, with leadership in Home & Personal Care Products and Foods & Beverages. HULs brands, spread across 20 distinct consumer categories, touch the lives of two out of three Indians. They endow the company with a scale of combined volumes of about 4 million tones and sale of nearly Rs. 13,718 crores. The mission that inspires HULs over 15000 employees is to add vitality to life. With 35 Power Brands, HUL meets everyday needs for nutrition, hygiene, and personal care with brands that help people feel good, look good and get more out of life. It is a mission HUL shares with its parent company, Unilever, which holds 51.55% of the equity. The rest of the shareholding is distributed among 360,675 individual shareholders and financial institutions. A Fortune 500 transnational, Unilever sells Food and Home and Personal Care brands in about 100 countries worldwide.

HUL is also one of the countrys largest exporters: it has been recognized as a Golden Super Star Trading House by the government of India. Over time HUL has developed into a viable & competitive sourcing base for Unilever worldwide in Home and Personal Care

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& Fool & 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.

HULS brands like Lifebuoy, Lux, Surf Excel, Rin, Wheel, Fair & Lovely, Ponds, Sunsik, Clinic, Pepsodent, Close-up, Lakme, Brooke Bond, Kissan, Knorr-Annapurna, Kwality Walls- are household names across the country and span many categories soaps, detergents, personal products, tea, coffee, branded staples, ice cream and culinary products. They are manufactured over 40 factories across India. The operations involve over 2000 suppliers and associates. HULs distribution network comprising about 4000 redistribution stockiest, covering 6.3 million retail outlets reaching the entire urban population, and about 250 million rural consumers. 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 village build by HUL in earthquake effected Gujarat, and relief & rehabilitation after the Tsunami caused devastation in South India. In 2001, the company embarked on an ambitious program, Shakti. Through Shakti, HUL is creating micro-enterprise opportunities for rural women, thereby improving their livelihood and the standard of living in rural community portal the program now covers 15 states in India and has over 45000 women entrepreneurs in its fold, reaching out to 100,000 plus

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villages and directly reaching to 159 million rural consumers. By the end of 2010, Shakti aims to have 100,000 entrepreneurs covering 500,000 villages, touching the lives of over 600 million people. HUL is also running a rural health program Lifebuoy Swasthya Chetana. The program endeavors to induce adoption of hygienic practices among rural Indians and aims to bring down the incidence of diarrehoea. It has already touched 84.6 million people in approximately 43890 villages of 8 states. The vision is to make a billion Indians feel safe and secure.

Home Care Brands

HUL has a diverse portfolio of brands offering home care solutions for million of consumers across India.

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Personal Care Brands

Companys personal care brands, including Axe, Dove, Lux, Ponds, Rexona and Sunsilk, are recognized and love by consumers across India. They help consumers to look good and feel good.

Food Brands

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HUL is one of Indias leading food companies. It understands what people want and need from their food- and what they love about it.

Water Purifier

21

Pure it the worlds most advance in home water purifier. Pure It, a breakthrough offering of Hindustan Unilever (HUL), provides complete protection from all water diseases, unmatched convenience and affordability. It provides great benefits complete protection from all water-borne diseases, great convenience, and unmatched affordability. Pure Its unique Germ kill Processor technology removes all harmful viruses and bacteria, and removes parasites and pesticide impurities, giving to people water thats as safe as boiled water. It assures your family of 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. People will be further reassured to know that pure It meets stringent international criteria of Environment Protection Agency (EPA), USA for harmful virus and bacteria removal.

Water Purifiers offered by Pure It

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Pure It Marvella

Pure It Auto Fill

Pure It M 05

Pure It Compact

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CHAPTER

III:

ANALYSIS AND INTERPRETATION OF DATA

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ANALYSIS AND INTERPRETATION

Competitive Analysis

What is competitive Analysis?

Competitive Analysis a process of gathering and analyzing information about competitors, their practices, products, strengths and weakness 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?

Competitive Analysis provides 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 identify and attract new customers. It can identify Strengths and weaknesses Identify competitors Improvements in companys product process and practices

How can Competitive Analysis help establish companys product as a market leader?

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Competitive Analysis gives to company a realistic view of their competition and opportunity to identify improving in areas like customer service, and marketing claims. It can help to compare products prior to making 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 demands.

A list of competitors
The analysis begins with a list of HUL of water division Pure Its competitors. Most of the time, such a list is comprised of what company co-conifers to be its chief competitors. However, there may be other companies that indirectly with HUL, ones that offer products or services that are aiming for the same customer capital.

Hindustan Unilever Limited of water division Pure its competitors in the market are: 1. Eureka Forbes Limited 2. Philips 3. Whirlpool 4. Kent 5. Usha Brita 6. Alfaa 7. Kenstar

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8. Hi-tech 9. Zero-B 10. Godrej 11. Tata

Strategy Competitive Advantage

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

Feature Comparison
Key features Pure It Boiling process Removes harmful Viruses Removes harmful Bacteria Removes Parasites(causes amoebiasis, diarrhoea, etc) End-of-life indicator Advanced Auto Switch-off Great taste Improves clarity Removes odour harmful Need to boil for 30-40 Min Leading UV Candle inline purifier filter

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Doesn't need expensive gas Doesn't need electricity Doesn't need continuous tap water Doesnt need plumbing Doesn't need an expensive maintenance contract Low initial cost Low on-going cost

Compared with other available water purification methods, Pure It is a good option, in terms of safety, convenience and affordability.

The following table shows cost comparison

Cost comparison

Cost comparison across purification methods Method of purification paise/litre Cost of Pureit water 24 Cost of Pureit water 35 Cost of boiling water 47 Cost of leading UV in-line purifier 64 Cost of 20 litres of leading bottled water 350 brand Cost of 1 litre of leading bottled water brand 1200

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DATA PRESENTATION & ANALYSIS

Do you have water purifier at home? Frequency and Percentage of respondents who have water purifier
Have a Water Purifier Yes No Total Frequency 48 52 100 Percent 48.0 52.0 100.0

PERCENTTAGE

48Yes 52 No

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Which companys water purifier do you use?

Which Company Eureka Forbes HUL Pure it Kent Philips Whirlpool Any Other Total Frequency 50 14 10 10 7 9 100 Percent 50.0 14.0 10.0 10.0 7.0 9.0 100.0

FREQUENCY
50 40 30 20 10 0 50 14 10 10

Eureka Forbes HUL Pure it Kent 10 Philips Whirlpo ol Any Other 10 14 7

PERCENTAGE
Eureka Forbes 9 HUL Pure it Kent 50 Philips Whirlpo ol Any Other

Did you know about the product before buying it?

Eu re ka F HU orb L es Pu re it Ke n Ph t ilip W hi s r An lpo y ol O th er

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Before Buying, know about Frequency Product Yes No Don't Know Total 78 12 10 100

Percent 78.0 12.0 10.0 100.0

FREQUENCY
80 70 60 50 40 30 20 10 0 Yes
12 10 78

PERCENTAGE
Yes No No Don't Know 78 Don't Know 10 12 Yes

No

Don't Know

Does the water taste good, smell good and is clear with the help of water purifier?

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TASTE GOOD,ODORLESS FREQUENCY LOOKS CLEAR Yes No Don't Know Total 80 9 11 100

PERCENT 80.0 9.0 11.0 100.0

FREQUENCY
80 70 60 50 40 30 20 10 0 Yes
9 11 80

PERCENTAGE
Yes 9 No No Don't Know 80 11 Yes

Don't Know

No

Don't Know

Do know the cost of a water purifier?

COST

FREQUENCY

PERCENT

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Rs. 1000- Rs. 5,000 Rs. 6,000- Rs. 10,000 Rs. 11,000- Rs. 15,000 More than Rs. 15,000 Total

37 27 20 16 100

37.0 27.0 20.0 16.0 100.0

FREQUENCY
40 35 30 25 20 15 10 5 0 Rs. 1000Rs. 5,000 16 37 Rs. 6,000Rs. 10,000 27 20 16 Rs. 11,000Rs. 15,000 More than Rs. 15,000

FREQUENCY
Rs. 1000Rs. 5,000 37 Rs. 6,000Rs. 10,000 Rs. 11,000Rs. 15,000 More than Rs. 15,000

20

10 Rs 00. 6 Rs , Rs 000 . 5,0 . 1 - R 00 M 1,0 s. 1 or 00 ... e th - R s an . . R .. s. 15 ...

27

Are you aware about the after sales services of HUL?

SERVICE AFTER SALES

Rs .

FREQUENCY

PERCENT

33

Yes No Total

64 36 100

64.0 36.0 100.0

FREQUENCY
70 60 50 40 30 20 10 0 Yes No
64 36

PERCENTAGE

36 Yes No 64 Yes No

What come in your mind when you hear water purifier?

What comes your mind first Price

Frequency 16

Percent 16.0

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Health & Safety Both Total

39 45 100

39.0 45.0 100.0

50 40 30 20 10 0 Price 16

Frequency
Price 45 Health & Safety Both 45

PERCENTAGE
16 Price Health & Safety Both 39

39

Health & Safety

Both

How would you prefer to buy a water purifier?

PREFER TO BUY Retail Outlet Franchisee Dealer Demo at your doorstep TOTAL FREQUENCY 30 21 49 100 PERCENT 30.0 21.0 49.0 100

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FREQUENCY
Retail Outlet

PERCENTAGE

50 40 30 20 10 0 30 21

30 49 Franchisee Dealer Demo at your doorstep 49

Retail Outlet Franchisee Dealer

Re ta il Fr Ou an tl ch ise et De eD m ... o at yo u. ..

21

Demo at your doorstep

How did you come to know about HUL Pure It?

Market activities Road Show Visual Merchandising Others Total 55 30 15 100

Frequency

Percent 55.0 30.0 15.0 100.0

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FREQUENCY
60 50 40 30 20 10 0 Road Show Visual Merchand ising Others 30

PERCENT

15

Road Show Visual 55 Merchan dising Others

55 30 15

Cross Tabulation between company and taste of water

WHICH COMPANY Eureka Forbes Hul Tastes good ,odorless ,looks clear Yes 45 9 No 1 2 Dont Know 4 3 50 14 Total

Ro V isu a d S h al M ow er ch a.. . O th er s

CROSS TABULATION

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kent Philips Whirlpool Any Other Total

9 8 4 5 80

1 1 2 2 9

0 1 1 2 11

10 10 7 9 100

5 0 4 5 4 0 3 5 3 0 2 5 2 0 1 5 1 0 5 0

4 1

4 5

Dn Ko o t n w N o Y es 3 2 9 0 1 9

1 1 8 P ip hli s

1 2 4 Wi p o hrl o l

2 2 5 A yO er n th

E rek u a F rb o es

Hl u

k t en

Cross Tabulation between Company and Services after sales

Which Company Service after sales Total

Yes Eureka Forbes Hul Kent Philips Whirlpool Any Other Total 30 9 8 7 5 5 64 38

No 20 5 2 3 2 4 36 50 14 10 10 7 9 100

5 0 4 5 4 0 3 5 3 0 2 5 2 0 1 5 1 0 5 0 Er k ue a Fr e ob s Hl u Kn et P il s h ip Wir o l h lp o A yO e n t r h
9 3 0 5 2 8 3 2 7 5 4 5 2 0

N o Ys e

Cross Tabulation Activities

Which company

between

Company

and

Marketing
Total

Market Activities Road Show Eureka Forbes Hul Kent Philips Whirlpool 22 5 5 6 5 Visual Merchandising 18 6 4 2 1 Others 10 3 1 2 1 50 14 10 10 7

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Anyother Total

6 49

2 33

1 18

9 100

5 0 4 5 4 0 3 5 3 0 2 5 2 0 1 5 1 0 5 5 0 5 2 2 3 6 1 4 2 2 6 1 2 6 1 8 1 0

O e th rs V a Mrc a d g isu l e h n isin Ra S o od hw

1 1 5

E re a u k F rb o es

Hl u

Kn et

P ilip h s

Wirlp o h ol

A y th r no e

Cross Tabulation between Company and Cost of Water Purifier

Which company Total Cost Rs1000-Rs 5000 Eureka Forbes 22 Hul Kent Philips Whirlpool 6 3 3 1 Rs5000Rs10000 14 3 3 4 0 Rs 10000- Above Rs15000 15000 8 4 1 1 3 6 1 3 2 3 Rs 50 14 10 10 7

40

Anyother Total

2 37

3 27

3 20

1 16

9 100

5 0 4 5 4 0 3 5 3 0 2 5 2 0 1 5 1 0 5
F o rb e

6 8

1 4

A o eR 1 0 0 bv s 50 R 1 0 0R1 0 0 s 00- s 50 R5 0 - s 0 0 s 0 0R1 0 0

2 2

1 4 3
6

R1 0 - s5 0 s 0 0R 0 0
3 1 3 3 2 1 4
3

p o o l

Cross Tabulation between Have a Water Purifier and Cost price of Water Purifier
Have a water Cost Purifier
6 0

E u re

A n y o th e

P h il ip s

K en t

H u l

k a

h ir l

3 3 0 1

1 3 3 2

Total Rs5000Rs10000 12 15 27 Rs 10000- Above 15000 11 5 16 48 52 100

A o eR 1 0 0 bv s 50

Rs1000-Rs 5000 17 20 37

Rs

Rs15000 8 12 20

Yes
0 No 5

Total
4 0

3 0

R 1 0 0 s1 0 0 s 0 0 -R 5 0 R 0 0 s1 0 0 s5 0 -R 0 0 R 0 0 s5 0 s1 0 -R 0 0

2 0

1 0

41
Y es N o

Cross Tabulation between Which Company and Prefer to buy the product
Which company Prefer to buy the product Total

Retail Outlet Eureka Forbes Hul Kent Philips Whirlpool Any other Total 15 4 4 3 2 2 30

Franchisee Dealer 10 2 4 5 4 5 30

Demo at your doorstep 25 8 2 2 1 2 40 50 14 10 9 7 9 100

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5 0 4 5 4 0 3 5 3 0 2 5 2 0 1 5 1 0 5 0

D o at y doorstep em our F ranchisee D ealer R etail O utlet

E ureka F orbes

H ul

K ent

Philips

W hirlpool

A other ny

INTERPRETATION

1. PERCENTAGE WITHIN COMPANY A. Eureka Forbes: Among the total 50 respondents The percentage of respondents who prefer to buy the water purifier from retail outlet was found 26 %( 13).The percentage of respondents who prefer to buy the water purifier from Franchisee Dealer was found 48 %( 24).The percentage of respondents toward prefer to buy the water purifier from Demo at your door step was found 14 %( 7) B.Hul: Among the total 14 Pure it (Hul) users The percentage of respondents toward prefer to buy the water purifier from retail outlet was found 35.7 %( 5).The percentage of respondents toward prefer to buy the water purifier

43

from Franchisee Dealer was found 50 %( 7).The percentage of respondents toward prefer to buy the water purifier from Demo at your door step was found 7.1 %( 1) C.Kent : Among the total 10 kent users The percentage of respondents toward prefer to buy the water purifier from retail outlet was found 20 %( 2).The percentage of respondents toward prefer to buy the water purifier from Franchisee Dealer was found 40 %( 4).The percentage of respondents toward prefer to buy the water purifier from Demo at your door step was found 20 %( 2) D: Philips Among the total 10 Philis users The percentage of respondents toward prefer to buy the water purifier from retail outlet was found 30 %( 3).The percentage of respondents toward prefer to buy the water purifier from Franchisee Dealer was found 50 %( 5).The percentage of respondents toward prefer to buy the water purifier from Demo at your door step was found 10 %( 1) E. Whirlpool: Among the total 7 Whirlpool users The percentage of respondents toward prefer to buy the water purifier from retail outlet was found 0 %( 0) The percentage of respondents toward prefer to buy the water purifier from Franchisee Dealer was found 57.1 %( 4).The percentage of respondents toward prefer to buy the water purifier from Demo at your door step was found 42.9 %( 3) F.Any Other : Among the total 9 any Other water Purifier users The percentage of respondents toward prefer to buy the water purifier from retail outlet was found 22.2 % (2).The percentage of respondents toward prefer to buy the water purifier from Franchisee Dealer was found 55.6 % (5).The percentage of respondents toward prefer to buy the water purifier from Demo at your door step was found 22.2 % (2)

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2. PERCENTAGE WITHIN PREFER TO BUY THE PRODUCT

A.Retail Outlet: Among the total 30 respondents The percentage of people who prefer to buy the Eureka Forbes water Purifier from Retail Outlet was found 52% (13).The percentage of people who prefer to buy the Hul water Purifier from Retail Outlet was found 20 %( 5).The percentage of people who prefer to buy the Kent water Purifier from Retail Outlet was found 8% (2).The percentage of people who prefer to buy the Philips water Purifier from Retail Outlet was found 12% (3).The percentage of people who prefer to buy the whirlpool water Purifier from Retail Outlet was found 0 %( 0).The percentage of people who prefer to buy the any other water Purifier from Retail Outlet was found 8% (2) B.Franchisee Dealer: Among the total 30 respondents The percentage of people who prefer to buy the Eureka Forbes water Purifier from Franchisee Dealer was found 49%(24).The percentage of people who prefer to buy the Hul water Purifier from Franchisee Dealer was found 14.3% (7).The percentage of people who prefer to buy the Kent water Purifier from Franchisee Dealer was found 8.2 % (4) .The percentage of people who prefer to buy the Philips water Purifier from Franchisee Dealer was found 10.2 %( 5).The percentage of people who prefer to buy the whirlpool water Purifier from Franchisee Dealer was found 8.2 % (4).The percentage of people who prefer to buy the any other water Purifier from Franchisee Dealer was found 10.2% (5) C.Demo at your door step: Among the total 40 respondents The percentage of people who prefer to buy the Eureka Forbes water Purifier from Demo at your door step was found 43.8% (7).The percentage of people who prefer to buy the Hul water Purifier from Demo at your door step was found 6.3 % (1).The percentage of people

45

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

CAPTER IV:
CONCLUSIONS AND RECOMMENDATIONS

46

CONCLUSION

I had conducted the market survey in the town of Hyderabad & Secundrabad in Andhra Pradesh. 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 New Delhi 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.

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The

survey has showed

and

proved that Hindustan

Uniliver

Limited

is

enjoying a

monopoly in the markets of Hyderabad. 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 Should focus more on brand awareness. product.

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 Technological & other aspects should be re considered and re-christened

BIBLIOGRAPHY

49

BIBLIOGRAPHY

Following resources have been used for the completion of this project.

Inter net sites:

www.businessknowhow.com www.articlesnatch.com

www.vmmg.net www.indiastat.com www.businees.com

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Magazines & Newspaper:

Economic Times Business World The Hindu

Books:
Introduction to Marketing Research by Paul Baines & Bal Chansarkar

ANNEXURES

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QUESTIONNAIRE

OBJECTIVE: To do a in-depth survey of water purifiers available in the market and to arm you
with the information with which you can select the best water purifier device suitable for your home.

1. Do you use any kind of water purifier at home? Yes No

2. If yes, which company water purifier u have ? Eureka Forbes Hul Whirlpool Kent water purifier Philips Any other

3. Does your water purifier consume electricity?

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 yes

No

4. Before buying any kind of water purifier do you want to see the demonstration or know the details ? Yes No

5. Does the water after purification taste good, is odourless, and looks clear? Yes No Dont know

6. What price do you think is appropriate for a water purifier? Rs 2000 Rs 5000 Rs 5000 Rs 10000 Rs 10000-15000 Rs More than 15000 7. Is your water purifier backed by dependable after sales service? Yes No

8. Does your water purifier comes with warranty if yes how much? Six month One Year Two Year More than above

9. Have you recently come across any kind of marketing activities for purifiers? Road shows Visual Merchandising Others

10. Where do you prefer to buy a water purifier from? Retail Outlets Franchisee dealers Demo at your doorstep

11. While buying any water purifier what comes to your mind first? Price Health & Safety Both

Name : Age : Sex:M/F Address: Occupation: Contact No:-

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This Questionnaire is prepared for the purpose of research. Your cooperation will appreciated. Please note that best efforts will be made to keep your personal information confidential

Thank you

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