project report (1)
TRANSCRIPT
Summer Internship Report
On
“Customer experience and safe usage through
HUL “Pure it””
Department of Marketing and Sales
In Partial Fulfillment of Award of Post Graduation Diploma In Management
0
Supervised By
Dr. Teena Saharan
Associate Professor
Guided By:-
Mr. Miraj Khalid
Territory Sales Officer
Submitted by:-
Navdeep Khokhar
22/JKBS/AICTE/10
JKBS
INFORMATION SHEET
Name : - Navdeep Khokhar
Roll No :- 22/JKBS/AICTE/10
Email ID: [email protected]
Program :- PGDM 1st year
Summer Internship Company : - Hindustan Unilever Limited (Pure it- Division)
Date of Internship Commencement :- 16th may 2011
Date of Internship Completion :- 16th july 2011
Achievement :- sold 1 Autofill “Pure It”
Address of zone:- 403/1 Saraswati complex, New railway road, Near sadar bazaar, Gurgaon,
Project Guide : - Miraj khalid
Designation: - Territory sales officer
Mobile No. : - 9560331888
Email ID: - [email protected]
Name Of Institute :- JK BUSSINESS SCHOOL
Mentor :- Dr. Teena Saharan
Designation:- Asstt. Professor
Mobile No. : - 09717223111
Email ID: - [email protected]
1
CERTIFICATE OF THE GUIDE
This is to certify that the Project Work titled “Customer Experience And Safe
Usage Through HUL “Pure It”” is a bonafide work of Navdeep khokhar,
carried out in partial fulfillment for the award of degree of PGDM in JK
BUSINESS SCHOOL under my guidance. This project work is original and not
submitted earlier for the award of any degree / diploma or associate ship of any
other University / Institution.
Dr. Teena Sharan Mr. Miraj KhalidAsstt. Professor Territory sales officerJK Business School Hindustan UniliverGurgaon Pure It -Division Gurgaon
2
ACKNOWLEDGEMENT
The research work requires co-operation of many people and this work is no exception. It is difficult to thank individually all the persons who patronized this work. The researcher had asked for favors, borrowed ideas, expressions and facts from so many that it would require one volume to give credit to all. So, the researcher wants to thank all the patrons of this report
First and foremost, I would like to express our sincere and profound gratitude to Dr. Teena Saharan (Asstt. Professor) & Miraj Khalid (territory sales officer) , whose guidance has given a proper shape to this project. Her attitude towards excellence, his helping nature and his enthusiasm has been source of constant inspiration. Her unhitching support during our work is very admirable. She is the true driving force behind this work throughout, constantly encouraging us to do our best and inspiring us to aim higher.
I will be failing in our duty, if we do not express our indebtedness to our Parents and family members for generating Confidence in us right from the commencement of this task to its accomplishment.
I am also very thankful to all the faculty members, the whole college staff for providing us with necessary facilities and support, essential for bringing out this work in a short time.
Last but not the least, we are thankful to all respondents, who gave us their precious time and support to fulfill this task, without their co-operation the study would not have seen the light of the day.
16 july 2011
Navdeep Khokhar
3
DECLARATION
I hereby declare that the project work entitled “Customer experience and safe usage through HUL “Pure it”” submitted to the JK BUSINESS SCHOOL, is a record of an original work done by me under the guidance of Dr. TEENA SAHARAN, JKBS, GURGAON, and this project work has not performed the basis for the award of any Degree or diploma/ associate-ship/fellowship and similar project if any.
Navdeep Khokhar
22/JKBS/PGDM/AICTE
4
PREFACE
The research report is necessary for the partial fulfillment of PGDM curriculum and it provides an opportunity to the researcher in understanding the industry with special emphasis on the development of skills in analyzing and interpreting practical problems through the application of management theories and techniques. It is a new platform of learning through practical experience, which incorporates survey and comparative analysis. It gives the learner an opportunity to relate the theory with the practice, to test the validity and applicability of his classroom learning against real life business situations.
The researcher has conducted a research on “Customer experience and safe usage through HUL “Pure it””.
5
TABLE OF CONTENTS
Serial No.
CONTENTS Page No.
1 Project Title2 Information Sheet3 Certificate of the Guide4 Acknowledgement5 Declaration6 Preface7 Table Of Content8 Executive Summary9 Struggling Moment
10 Chapter- 1 (a) :- (Company Profile)11 Company Profile-Hindustan Uniliver12 The Background13 History
14 Chapter- 1 (b):- Product Profile :-15 “Pure It”- Product16 “Pure It”- Product Line17 Purification Process18 Benefits19 Other Advantages 20 Competitors
Chapter - 2:- Literature Review Need of Purifier Necessary Things Before Buying
Purifier Research on Water Treatment Methods Conclusion
21 Chapter - 3:- Introduction of Research 22 Introduction23 Objectives of the Research24 Research Methodology :-
Type of Research Data Source
6
Sampling Units Methods of Data Collection
Serial No.
Content Page No.
30 Chapter -4 :- Gap Analysis31 Why Pure It32 Comparative Analysis with Other
Purifier Pure It : Compact Carbon Trap and
Polisher RO (Reverse Osmosis) UV (Ultra Violet ) Purifier
33 Safety Issue34 Competitive Analysis & Market Share 35 SWOT Analysis
36 Chapter -5 :- Data Analysis37 Composition of Population Surveyed38 Survey Feedback & Interpretation39 Findings 40 Limitation of The Study
41 Chapter-642 Suggestion 43 Conclusions44 Bibliography45 Annexure
7
EXECUTIVE SUMMARY
The target segment for Pureit is Indian households who need safe drinking water. The positioning of the products is: ‘The world’s most advanced in-home water purifier’. The product provides the benefit of drinking pure water and thereby avoiding water-borne diseases. The product also promises ‘unmatched convenience and affordability’. The product is offered at very affordable price of around Rs. 2000 and it doesn’t need gas, electricity or continuous tap water supply.
As it is at the introduce stage of product life-cycle, most of the marketing efforts of the brand is targeted towards creating awareness and generating interest. The ads of the brand focuses mainly on technical and functional attributes of the products like: affordable price, the benefits, Germkill Battery technology, comparison with other existing water purifying methods etc. It also makes an emotional appeal: ‘Protect your loved ones with a Pureit today!’.
Till now, across India boiled water is considered as the safe drinking water and hence the tagline of Pureit is: ‘As Safe As Boiled Water’. The official website of the brand is: www.pureitwater.com.
As changing the consumer behavior and getting people to try the product was the biggest challenge for Pureit – they used an aggressive campaign which said if anyone can locate a purifier which has the advanced features which Pureit has – Pureit will pay them 1 crore rupees.
8
Struggling Moment
I, Navdeep Khokhar, student of PGDM , JK BUSSINESS SCHOOL working in Hindustan Uniliver , Pure it – Division as a Summer Trainee for two months.
Pure it offer four product line.
CompactClassicAutofillMarvella
Sr. No.
ProductStorage
Capacity (litres)
Purification Stages (no.,)
Price (In `)
1 Compact 5 4 1,000/-2 Classic 9 4 2,000/-3 Autofill 9 4 3,200/-4 Marvella 4.5 4 6,900/-
1) Compact - Purification storage capacity is 5 liters with four purification stage. Price-1,000
2) Classic - Purification storage capacity is 9 liters with four or same as Compact purification stage. Price 2,000
3) Autofill- Purification storage capacity is 9 liters with same purification stage as Classic. Difference between Classic and Autofill is- Autofill directly connected with water supply . Auto sensor automatically take water. Need not to manual filling like Classic and Compact. Price 3,200
4) Marvella- Purification storage capacity is 4.5 liters with same purification stage as above model . It need not manual filling .It can be fit into wall . and look like modern purifier. Price 6,900
When I was going for cold calling (door to door marketing). I was not suggesting some of the customer to buy Marvella because it had only 4.5 liters purification
9
storage capacity whereas Autofill and Classic had 9 liters purification storage capacity and it is much cheaper than Marvella. I was not able to articulate as to why customer should be suggested to buy Marvella.
Then, I shared my views and dilemma with my brother Navjeet Khokhar working in Gujrat Petro Info Limited as an Officer (Business Development). My brother told me that- Marvella’s target segment are those who need modern purifiers. This segment gives their 1st preference to the looks/aesthetics of the purifier and relatively less to physical utility like storage capacity. Then I realized that, I can suggest Marvella to the customer whose 1st preference is the look and less space-occupying purifier.
10
COMPANY PROFILE :- Hindustan Uniliver
11
Date of Establishment 1933Revenue 4553.83 ( USD in Millions )Market Cap 716590.702674 ( Rs. in Millions )Corporate Address Hindustan Lever House,165/166 Backbay
Reclamation, Mumbai-400020, Maharashtrawww.hll.com
Management Details Chairperson - Harish Manwani MD - Nitin ParanjpeDirectors - A Narayan, Ashok K Gupta, C K Prahalad, D S Parekh, D Sundaram, Dhaval Buch, Douglas Baillie, Dr R A Mashelkar, Gopal Vittal, Harish Manwani, Mr A Narayan, Mr D S Parekh, Mr Gopal Vittal, Mr Harish Manwani, Mr Nitin Paranjpe, Mr Pradeep Banerjee, Mr S Ramadorai, Mr Sridhar Ramamurthy, Nitin Paranjpe, Pradeep Banerjee, R A Mashelkar, S Ramadorai, S Ramamurthy
Business Operation Household & Personal ProductsBackground Hindustan Unilever (HUL) is the largest fast
moving consumer goods (FMCG) company, a leader in home & personal care products and foods & beverages. HUL's brands are spread across 20 distinct consumer categories, touching lives of every 2 out of 3 Indian.
It has employee strength over 15000 & 1200 managers. It has created widespread network through its 2000 suppliers & associaties.
Financials Total Income - Rs. 200103.8 Million ( year ending Mar 2011) Net Profit - Rs. 21532.5 Million ( year ending Mar 2011)
Company Secretary Ashok K GuptaBankersAuditors Lovelock & Lewes
HINDUSTAN UNILIVER- The background
12
Hindustan Unilever Limited (HUL) is India's largest Fast Moving Consumer Goods Company with a heritage of over 75 years in India and touches the lives of two out of three Indians.
HUL works to create a better future every day and helps people feel good, look good and get more out of life with brands and services that are good for them and good for others.
With over 35 brands spanning 20 distinct categories such as soaps, detergents, shampoos, skin care, toothpastes, deodorants, cosmetics, tea, coffee, packaged foods, ice cream, and water purifiers, the Company is a part of the everyday life of millions of consumers across India. Its portfolio includes leading household brands such as Lux, Lifebuoy, Surf Excel, Rin, Wheel, Fair & Lovely, Pond’s, Vaseline, Lakmé, Dove, Clinic Plus, Sunsilk, Pepsodent, Closeup, Axe, Brooke Bond, Bru, Knorr, Kissan, Kwality Wall’s and Pure it.
The Company has over 16,000 employees and has an annual turnover of around Rs.19, 400 crores (financial year 2010 - 2011). HUL is a subsidiary of Unilever, one of the world’s leading suppliers of fast moving consumer goods with strong local roots in more than 100 countries across the globe with annual sales of about €44 billion in 2011. Unilever has about 52% shareholding in HUL.
History
In the summer of 1888, visitors to the Kolkata harbour 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 (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; HUL offered 10% of its equity to the Indian
13
public, being the first among the foreign subsidiaries to do so. Unilever now holds 52.10% equity in the company. The rest of the shareholding is distributed among about 360,675 individual shareholders and financial institutions.
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.
Since the very early years, HUL has vigorously responded to the stimulus of economic growth. The growth process has been accompanied by judicious diversification, always in line with Indian opinions and aspirations.
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 1996, HUL and yet another Tata company, Lakme Limited, formed a 50:50 joint venture, Lakme Unilever 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, Unilever Nepal Limited (UNL), and its factory represents the largest manufacturing investment in the Himalayan kingdom. The UNL factory
14
manufactures HUL's products like Soaps, Detergents and Personal Products both for the domestic market and exports to India.
The 1990s also witnessed a string of crucial mergers, acquisitions and alliances on the Foods and Beverages front. In 1992, the erstwhile Brooke Bond acquired Kothari General Foods, with significant interests in Instant Coffee. In 1993, it acquired the Kissan business from the UB Group and the Dollops Icecream business from Cadbury India.
As a measure of backward integration, Tea Estates and Doom Dooma, two plantation companies of Unilever, were merged with Brooke Bond. Then in 1994, 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 Icecream 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, Speciality 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.
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.
15
HUL launched a slew of new business initiatives in the early part of 2000’s. Project Shakti was started in 2001. It is a rural initiative that targets small villages populated by less than 5000 individuals. It is a unique win-win initiative that catalyses rural affluence even as it benefits business. Currently, there are over 45,000 Shakti entrepreneurs covering over 100,000 villages across 15 states and reaching to over 3 million homes.
In 2002, HUL made its foray into Ayurvedic health & beauty centre category with the Ayush product range and Ayush Therapy Centres. Hindustan Unilever Network, Direct to home business was launched in 2003 and this was followed by the launch of ‘Pure it’ water purifier in 2004.
In 2007, the Company name was formally changed to Hindustan Unilever Limited after receiving the approval of shareholders during the 74th AGM on 18 May 2007. Brooke Bond and Surf Excel breached the Rs 1,000 crore sales mark the same year followed by Wheel which crossed the Rs.2,000 crore sales milestone in 2008.
On 17th October 2008 , HUL completed 75 years of corporate existence in India.
16
“Pure it” - Product
Pureit is the world’s most advanced in-home water purifier. Pure It, a breakthrough offering of Hindustan Unilever (HUL), provides complete protection from all water-borne diseases, unmatched convenience and affordability.
Pure it is a range of water purifiers made by Hindustan Unilever currently sold in India, Indonesia and Bangladesh consisting of four models: Pure it Classic,
17
“Pure It” Compact, “Pure It” Autofill and “Pure It” Marvella. “Pure It” was first launched in Chennai in 2004. “Pure It”. “Pure It” claims to meet the E.P.A. germ kill criteria. Pureit removes germs without needing electricity or pressurised tap water.
Pure it’s 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. What’s more, it doesn’t need gas, electricity or continuous tap water supply.
“Pure It” not only renders water micro-biologically safe, but also makes the water clear, odourless and good-tasting. Pure it does not leave any residual chlorine in the output water.
The output water from Pure it meets stringent criteria for microbiologically safe drinking water, from one of the toughest regulatory agencies in the USA, EPA (Environmental Protection Agency).
“Pure it” Product LineModels:
Pure it is available in four models: Classic, Compact, Autofill and Marvella.
Sr. No.
ProductStorage
Capacity (litres)
Purification Stages (no.,)
Price (In `)
1 Compact 5 4 1,000/-2 Classic 9 4 2,000/-3 Autofill 9 4 3,200/-
18
4 Marvella 4.5 4 6,900/-
1) Classic :- Pure it Classic is the base model, and the first model introduced. It is available for Rs. 2000. It has a capacity of 9 litres in the top chamber, and another 9 litres in the bottom, transparent chamber.
2) Autofill : - Pure it Autofill is identical to Pureit Classic, but has the ability to refill itself automatically if connected to a water supply using what is branded as a 'hydrosensor'. Pure it Autofill is available for Rs. 3200.
3) Compact :- Pure it Compact is available for Rs. 1000. It has a capacity of 10 litres: 5 in the top chamber, and a further 5 litres in the bottom.
These three models are available in a choice of two colours, branded by Hindustan Unilever as burgundy and royal blue.
4) Marvella :- Pure it Marvella has been branded as 'India's first fully automatic water purifier'. Pure it Marvella is capable of automatically filling itself. Marvella also has an 'Insta-serve' jug: a jug that can be plugged into the purifier, and automatically filled. Pure it Marvella also has a capacity of 4.5 litres. It is available for Rs. 6900.
All four Pureit models claim to provide water that meets the germkill criteria of E.P.A. in regards to bacteria, virus and pesticides without the use of electricity.
Purification Process
19
This battery needs continual replacing, as indicated by an germ kill battery indicator visible on the front of the device. Pure it also features an 'auto switch off' mechanism whereby the filter prevents the flow of water following the consumption of the germ kill kit. The germ kill kit itself comes in various models. The model of the germ kill kit determines how much water it can purify before the kit needs replacing. There are currently four germ kill kits available, ranging from 2250 litres for Rs. 510 to a 1000 litre kit available for Rs. 270.
The germ kill kit is designed to work at 25° C in moderately humid conditions. The volume specified by the germ kill battery assumes these conditions. The germ kill kit has an expiry date of three years from the date of packaging.
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.
Benefits
20
1. Microfibre Mesh™Removes visible dirt
2. Compact Carbon Trap™Removes harmful parasites and pesticides
3. Germkill Processor™Uses 'programmed chlorine release technology' to target and remove invisible harmful viruses and bacteria
4. Polisher™Removes chlorine and other contaminants to make water clear, odourless and great tasting.
Say goodbye to hassles & worries when it comes to pure drinking water. Pure it is the easy, practical and affordable way to get safe drinking water
Meets stringent international criteria of Environmental Protection Agency (EPA), USA, for harmful virus & bacteria removal.
Does not require gas and electricity Hassle free, unlike boiling No need to buy bottled water cans Clear, odourless and great tasting Extremely affordable and economical Easy to use
Other Advantages
HUL claims Pure it does the following:
Meets E.P.A. germ kill criteria. Provides complete protection from water borne diseases called by germs. Is 'As Safe As Boiled Water'. This is also Pure it's tag line. It is also claimed that pure it water costs only 25 paise per litre and cost of
pure it water with purifier cost will come to only 35 paise per litre. Has been tested by the following institutions:
o SRL Ranbaxy Clinical Reference Laboratories, Mumbai,
Maharashtra.o Sundaram Medical Foundation, Chennai, Tamil Nadu.
o King Institute of Preventive Medicine, Chennai, Tamil Nadu.
o Indian Public Health Association, Kolkata.
o Institute of Public Health Engineers, Kolkata.
o National Institute of Cholera and Enteric Diseases, Kolkata.
o Central Food Technological Research Institute, Mysore, Karnataka.
o National Environmental Engineering Research Institute, Chennai,
Tamil Nadu.o London School of Hygiene and Tropical Medicine, UK.
21
o Scottish Parasite Diagnostic Laboratory, Glasgow, UK.
Competitors
WATER PURIFIER BRANDS:
o Kent
o Whirlpool Purafresh
o Eureka Forbes
o Tata Swach
o Alfaa
o Aqura
o V-guard
o ZeroB
o Crompton Greaves
o Kenstar
o Aqua Pure (Modi Hoover)
o Orpat
o Philips
o Videocon
22
23
NEED OF PURIFIER
"E.P.A. reports show that U.S. water supplies contain over 2300 cancer causing chemicals..." -- Ralph Nader Research Group
Studies also show that bottled water isn't any purer than tap water, it simply costs more. Most quality home water purification products can provide water far superior to bottled water, at a fraction of the cost and in the convenience of your own home. The intention of this study is to promote the use of home water filtration, show what products are available and how to determine which ones are the best. Our goal is to also increase basic awareness of this critically important subject.
Water is a must for living. But even a decade back none really bothered much about it. India being a land of rivers water was never scarce. But as they say resources are always constrained. And, here comes a time when you need to pay for a basic entity of living called ‘water’. In last few years we have seen hordes of companies jumping the bandwagon of water business. Bottled water has become an omni-present phenomenon. With the huge success of initial brands like Bisleri, companies like Pepsi (with Aquafina) and Coca-Cola (with Kinley) also joined the competition. And of late, even India’s largest FMCG company went to the limit of changing its industry to enter the lucrative water market. The water purifier market in India is valued at INR 9 bn in 2009. And it has to be when 80% of diseases in India are water borne diseases like: jaundice, diarrhea, typhoid and cholera.
According to research analyzed by PATH –Safe Water Project , there are some facts are concluded ,which tell that, In INDIA, how many people are aware about safe drinking water?
cloth filter other filter boil water other treatment method
does not treat water
0%
10%
20%
30%
40%
50%
60%
70%
80%
UrbanRural
24
(2005-06 India National Family Health Survey)
This fact shows that there is need to aware people for safe drinking water. Urban people are more aware about safe drinking water. Facts shows that there is a huge market potential for water purifier.
In highly industrialized society we use toxic chemicals every day, and over new ones are being developed every year. We are learning the hard way that all of the chemicals we use, will ultimately show up in the water we drink. There is no "new water", this planet keeps recycling the same water over and over. As we use more synthetic chemicals, the levels in our water supplies increase proportionately.
In contrast to popular belief, our water treatment facilities were not designed to take out synthetic organic chemicals and toxic heavy metals like lead. Municipal water treatment today is essentially the same as it was over 100 years ago, the water is flown through sand beds to remove visible particles and then bleach (chlorine) is added to kill most of the bacteria! We do not filter out the synthetic chemicals!
The World Bank estimates that 21 percent of disease in the country is related to unsafe water. According to the World Health Organization, in 1999, diarrhea killed at least one person every minute in India.
Water treatment helps to prevent water-borne diseases that kill 19% of children under the age of five in developing countries.
In-home water purification is the most effective, by far the most convenient and most economical means of providing clean, healthy water for you and your family.
"Healthy water" is the best health insurance we can get... and home water purification is the best way to get it... possibly the only way.
25
NECESSARY THINGS BEFORE BUYING PURIFIER
Water purifier is necessary nowadays especially if you use underground water for drinking as these can contaminants. Before you start looking for a water purifier you should also keep some points about water in mind:
Water should deliver essential nutrients and minerals like calcium, magnesium, potassium and trace elements needed to live.Water helps in balancing out the acidic state of the body. These acid wastes accumulate --because of pollutants, modern diet and stress -- our tissues slowly deteriorate. Chronic diseases such as cancer, arthritis, diabetes and osteoporosis are associated with this acid condition. Water should help balance out our acidic state by being alkaline.Water should have antioxidant properties. Oxidization hastens cell breakdown, while foods with antioxidant properties prevent it. You don’t need anyone to tell you that you want a body that generates cells, not destroys them!Your water should be free of contaminants. People are shocked when they hear that there can be over 2000 contaminants in an ordinary glass of tap water.
Research on water treatment method
According to several water purifier reviews conducted, there are many different systems out there that do not live up to their hype. While just about any type of filtration system will remove some unwanted elements from your drinking supply, some will definitely do the job more efficiently and more effectively than others.
One water purifier review focused on distillation and reverse osmosis systems. Distilling is an old process of heating H20 into a steam, which boils away impurities, then converting the steam back to liquid. Unfortunately, some chemicals and diseases are not removed and end up in the drinking supply. Reverse osmosis forces H20 through a fine membrane: the problem is that many chemicals are molecularly smaller than water, therefore are not strained out. Both systems are
26
also slow-yield, hard to maintain, and expensive. Additionally, they both remove important minerals such as potassium and calcium.
Other water purifier reviews focused on the most popular filtration medium: carbon. Most of the best H20 treatment systems employ activated carbon. It works through the process known as adsorption where liquids and dissolved solids adhere to the surface of a solid medium (carbon).
Yet, a water purifier review discovered that not all carbon-based treatment products are alike. If a product contains low levels of activated carbon or the carbon is not exposed to H20 very long, some contaminated elements can end up in the drinking supply. Also, these types of filters are most effective when they are first being used. Over time, the filter will become clogged, and its filtration abilities will lessen. Additionally, bacteria can grow in carbon, we discovered during another one of our water purifier reviews, so using a carbon filter too long and you can actually be adding contaminants to your glass.
Overall, carbon filters remain the best mechanisms for treating your drinking supply. However, since they are not 100% effective, a water purifier review of ours found that they are best used as part of a multi-step process which is able to remove all impurities from H20 and change it so that it is even more beneficial.
Conclusion
This water purifier reviews found that H20 treatment systems that contain at least two separate filters with at least one being carbon, are the best for removing all chemicals and stray bits of sediment. If the first filter misses one contaminant, the second filter is there to catch it. Typically the first filter is there to catch larger particles while the second filter removes smaller elements and pathogens.
This makes safe, pure drinking liquid, but there are additional ways you can ensure that what you are drinking is as beneficial as it can be to you. One water purifier review found that some systems work an ion exchange, replacing lead ions with the beneficial mineral potassium. Other studies discovered that an ionizing water
27
filter produces alkaline H20 which is full of oxygen and extra electrons for fighting free radicals and acidic H20 which is excellent for external cleansing.
In all of our water purifier reviews, we found overwhelmingly that carbon-based filters worked best in conjunction with other steps that removed everything that should not be in your glass and added all the things that should be there to improve your health.
28
29
INTRODUCTIONThis project is about an analysis on water purifying market and why “Pure It” is more reliable. The project aims to undertake a comparative study with pure it and other water purifier. This study also attempts to analyze customer experience which they experience by usage of HUL (Hindustan Uniliver) “pure it”. This study includes the safety issue which seeks to describe the HUL “Pure It” punch line “As safe as boiled water”.
OBJECTIVE To compare Pure It with other purifiers on the safety basis. To explore customer experience regarding HUL (Hindustan Uniliver) “Pure
It”.
RESEARCH METHODOLOGYBusiness Research is the systematic design, collection, analysis and reporting of data and findings relevant to a specific marketing situation. The basic methodology for the project that was adopted is mentioned as here under:
Define the problem and research objective
Develop the research plan
Collect the information
Analyze the information
Present the findings in Report
Make decision
It is well known fact that the most important step in marketing research process is
to define the problem chosen for investigation because a problem well defined is
half solved. That was the reason that utmost care was taken while defining various
30
parameters of the problem. After spending thorough brain-storming sessions,
Objectives were selected. On the basis of these objectives, a Questionnaire was
designed. Major emphasis was laid on gathering new ideas or insights so as to
determine and bind out solution to the problems.
Type of research Descriptive Research
We did descriptive research for this project. We used Survey Method which is a
widely used method for data Collection and best suited for descriptive type of
research. Survey includes research instrument like Questionnaire which can be
structured and unstructured.
Data SourceResearch included gathering both Primary and Secondary Data.
Primary Data:-It is the first hand data, which are selected afresh and thus happen to be original in character. Primary Data is crucial to know various Customers and Past Consumer experience about “Pure it”.
Secondary data: - It is used to give direction to the study topic. Literature review and some previous research are included to cover and to take decisions.
In our research we took primary data. Our data collection was based on
Questionnaire
Sampling UnitSampling Unit: My Sampling Technique is Non Probability
Sample Area: Gurgaon, NCR (Haryana).
Sample Size: 50 Respondents
31
Methods of data collection Primary data:-Data were collected by identifying and visiting door to door
customer’s residence, which have been using “Pure It” and recording/taking their views based on questionnaire.
Secondary Data were those which have been collected by through secondary sources like some else and which already have been passed through Statistical Process. Secondary Data has been taken from internet, newspaper, magazines etc.
Representation of Data Collection
Data is represented through Tabulation and pie charts. & an analysis ,interpretation below pie charts.
32
33
Why Pure It
KEY FEATURES PUREIT BOILINGPROCESS
LEADINGUV INLINEPURIFIER
OTHER STORAGE PURIFIERS
Meets stringent international criteria of Environmental Protection Agency (EPA), USA, for harmful virus & bacteria removal.
Need toboil for
30-40 min
End of life indicator
Auto shuts off when unsafe to use
Great, clear taste and removes odour
Dosen't need expensive gas,electricty or continous tap water
No plumbing or expensive maintenance required
Low initial cost
Low on-going cost
< BACK
34
Comparative analysis with other purifier
Pure It :-Compact carbon trap & Polisher
Activated Carbon (Granular and Solid Block)
Granular activated carbon is a well-established technology for the reduction of a wide range of aesthetic contaminants, and is quite effective in the reduction of some health contaminants such as volatile organic compounds (benzene, trichloroethylene, and other "petroleum"-based contaminants.
Because of its molecular makeup, activated carbon can adsorb well, meaning that it can take in or collect many organic molecules on its surface. Granular activated carbon filters are typically inexpensive, and maintenance involves replacing cartridges a year, depending on the quality of the raw water and the filter media.
Specially designed solid block and precoat activated carbon filters are also available, which are effective at reducing heavy metals such as lead and mercury. Solid block filters with a pore size smaller than 0.2 microns are often effective against biological contaminants as well.
Microfiltration
Microfiltration uses a filter media with a pore size smaller than 0.2 microns to physically prevent biological contamination from passing through. Ceramic and solid block carbon are commonly used to provide microfiltration. Ceramic filters have and advantage in that they can often be cleaned and reused a number of times before they lose effectiveness.
Carbon block media usually has to be disposed of after each use. This media, however, provides additional treatment for a variety of other health and aesthetic contaminants (see activated carbon section). Microfiltration is effective for treating the full range of biological contaminants, including hard-shelled cysts like Cryptosporidium.
35
Carbon filters are most effective at removing chlorine, sediment and volatile organic compounds(VOCs) from water. They are not remove minerals, and salt.
This carbon filtration maintain the TDS(Total Dissolved Solid),help to maintain total dissolved solid less than 500 ppm. Which able to allow more minerals (exit on water) than RO (Reverse osmosis)
RO reverse osmosis
The filtration is done by applying pressure across the membrane to overcome the difference in osmotic pressure between the feed and the permeate. The problem with reverse osmosis is it takes away all the minerals in the water, including healthy ones. The system can be rather slow and contaminants with molecules that are the same size or smaller than water like chlorine can pass through. Chlorine can also damage the permeable film, resulting in impurities mixing with the clean water.
UV (Ultra Violet) Purifier
UV light is most effective against Cryptosporidium and Giardia followed by bacteria. UV light is least effective against viruses. It does not create any new chemical byproducts, does not change the flavour or odour of the water . EPA(Environmental protection agency-US) sets the level of total dissolved solid in water is should not more than 500 ppm and UV light purifier has no provision to maintain total dissolved solid in water. Most UV lamps used in drinking water applications contain mercury. There is concern of adverse health effects to the consumer as a result of mercury exposure from UV lamp breakage during operation.
36
Safety issue
The Pure it system, and the Germkill Kit has been made from good quality, food safe, non-toxic engineering plastics. These plastics will also not impart a smell to the water. Similar plastics are used in all high quality refrigerators.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.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, Pure it does not remove some materials that may contribute to taste like sodium chloride salt, calcium and magnesium.The first batch of water that gets purified in your new Pure it, 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.The first batch of water that gets purified in your new Pure it, 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 Pure it after several days. It should be noted that these black particles are a part of the Pure it’s polisher™ 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
37
into the top chamber and rinse the transparent chamber with Pure it water to remove any particles that may be stuck to the sides.Pure it 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. Rinse the transparent chamber thoroughly with Pure it water. Once this is done, the output water will be microbiologically 'as safe as boiled' even if some colour persists.There is no threat of electric shock & electric bills because it is non electric purifier.Provide “As safe as boiled water” –it is the punch line of “pure it”
Competitive analysis and Market share
The Pallonji group-controlled Eureka Forbes had a solo run in the Rs 1,500-crore (Rs 15-billion) water purification market for long. Then came fast moving consumer goods major Hindustan Unilever with its Pure it brand of water purifiers, changing the market dynamics forever. Pure it was rolled out nationally in 2008 after undergoing rigorous test marketing for four years. In typical FMCG style, HUL was quick to scale up operations following the launch. It has never looked back since then. Pure it sales are said to be close to 1.3 million units in comparison to Eureka Forbes's 500,000 units. This is in the Rs 300-crore (Rs 3-billion) water storage market also called the non-electrical segment which is growing at close to 40 per cent per annum.
The other segment, electrical, is much larger in size, at Rs 1,200 crore (Rs 12 billion), but growing at about 15 per cent per annum. Products in the electrical segment are ultraviolet or reverse osmosis-based. Typically, products here are higher-priced ranging from Rs 4,500 to Rs 9,000 for UV-based purifiers while RO-based products are costlier at Rs 8,000 - Rs 16,000 per device.
The storage segment, in comparison, is the entry point to the market, say experts, with products competitively priced at Rs 999 (for a Tata Swach) to Rs 1,000 (for a
38
Pure it Compact) to Rs 1,390 (for a Eureka Forbes's AquaSure). Higher priced variants also exist here such as Pure it Classic at Rs 2,000, Pure it Autofill at Rs 3,200 and Pure it Marvella at Rs 6,990. Eureka Forbes, on the other hand, has a range that goes up to Rs 1,800 from the entry-level Rs 1,390, says the company's chief executive officer, direct sales, and senior vice-president, marketing, Marzin Shroff. "But there are advantages that storage devices have. They do not require electricity; plus the storage aspect ensures there is no requirement of a continuous water line," says Vikram Surendran, general manager, water, Hindustan Unilever. It is this affordability factor that is driving competition in the storage market pitting HUL and Eureka Forbes squarely against each other.
Industry observers say HUL's Pureit has over 50per cent share of the chemical sub-segment under the storage market. Eureka Forbes, on the other hand, has a share of about 20 per cent. Tata's Swatch is a fringe player at this point.
Market share
Pure itEureka forbesOthers
50%
20%
30%
Chemical, for the record, means that the storage water purifier uses either chlorine or bromine to purify water. HUL's Pure it uses a four-stage purification process involving chlorine and carbon, while Eureka Forbes's AquaSure uses brominated beads to purify water. According to industry experts, chlorine is one of the most commonly used chemicals to purify water though not necessarily the best method to do so on account of its ability to produce disinfection byproducts, which are harmful chemical compounds. Chlorine reacts quickly with contaminants that are naturally present in water. Bromine, in contrast, doesn't react as quickly as chlorine does. "The risk of reaction is lower with bromine, which is why it is safer to use
39
the latter as opposed to chlorine. Bromine-based technology is also far more expensive than chlorine-based," says Raman Venkatesh, chief technology officer, Eureka Forbes. But there are some voices in favour of chlorine too.
J. Erik Fyrwald, chief executive officer, Nalco, a $4-billion US company specializing in industrial water treatment and energy solutions, says the flow of chlorine should be regulated in water to prevent it from causing disinfection byproducts. “Most users of chlorine do just that. I don't think a user would want to cross the permissible limit," he says. HUL's Surendran agrees as much. "There are some absolute standards of safety that a water purifier has to adhere to. That's what we do. “These standards are prescribed by the US Environmental Protection Agency. They are stringent. We meet them. Technology let me tell you, is a means to deliver safety. It is not a goal in itself. Whether you use chemical or non-chemical, UV or RO, the point is safety has to be delivered."But Eureka Forbes thinks otherwise. The company has just launched a new Rs 2,290 variant of AquaSure that does not use chemicals at all to purify water."Instead it uses a complex maze of positive charge attractors that trap disease-causing bacteria, virus and cysts," says Venkatesh."This is a product targeted at those who realize that use of chemicals to purify water is not the most appropriate way to do so. Our research has showed that. We have been working on this product for the last seven years. We have launched it now," says Shroff of Eureka Forbes.
In little over a month since the launch, the product, says Shroff, has achieved sales of 22,000 units."We are hoping to touch sales of 50,000 units per month. For that we would have to scale up availability of the product as well. We right now reach 15,000 retail outlets in 1,500 towns.
"The game plan is to reach 25,000 retail outlets in the same number of towns. This way there's a greater chance of increasing offtake," he says.
But is HUL impressed with its rival's efforts to push a non-chemical water purifier in the market? Is a shift likely to happen from chemical to non-chemical in the future?
"I will not comment on what competition is doing," says Surendran.
"As far as our entry into the segment is concerned, it is contingent upon whether it offers safety and clear consumer benefits. Technology, as I said earlier, is not an end in itself. It is a merely a means to deliver safety."
SWOT Analysis:
40
HUL enjoys a formidable distribution network covering over 3400 distributors and 16 million outlets. The new sales organization named 'One HUL' brings "Household and Personal Care" and foods distribution networks together, thereby aligning all the units towards the common goal of achieving success. HUL has been continuously able to grow at a rate more than growth rate for FMCG Sector, thereby reaffirming its future stronghold in Indian market. Pure it is a important product of HUL under water division. This product has different strength, weakness, opportunities as well as threat in the existing market. These are as follows –
Strength :-
• Prime strength of this product in the market is its price. It’s price worth Rs. 2000 per device which is believed to be low listed price than any other purifier in existing market.
• It provides 4.2 liter against only one rupee which is also cheaper than any other water purifier.
• It does not require any electricity, gas, fuel to running on which incur cost in other way.
• This product has relatively low maintenance cost as it can be handled manually.
• It is very user friendly with is no running flow of water.
Weakness :-
• It conceived less amount of water which may not suitable for the big families.
• Price is to some extend is responsible as its weaknesses as it is general tendency of human being is to think that lower price lead to a lower quality product.
• It was introduced in the market at a later phase where others renowned brands and other purification technology already existed in the market.
• It’s after sales service is not up to the mark.
41
Opportunities :-
• Owing to the low price the probability of market penetration is relatively high.
• In India the segment of middle class family is huge. They can be turned into an effective target segment.
Threats:-
• As new products are being launched day by day, it may possibly cause hardship to pure-it for growing.
•People are still not aware about water borne diseases which at many times create problems.
42
Composition of population surveyed
43
This survey is conducted in Gurgaon region. In this survey 50 respondents are included. The demographics of Respondents are as follow:-
Age Group
Age Group
15-25 yrs25-35 yrs35-45 yrs45& above yrs
40%
24%
26%
10%
Respondent Age Group: survey conducted on different age group people
15 -25 yrs :- 24% 25-35 yrs :- 40% 35-45 yrs :- 26% 45&above yrs :-10%
Gender
Gender
MaleFemale90%
10%
Respondent gender: survey conducted on different gender group
Male : - 90% Female :-10%
44
Qualification
Qualification
MetricIntermediateGraduatePost graduateAnd above
16%
20%
30%
30%
4%
Qualification of the respondents
Metric :-16% Intermediate :- 20% Graduate :-30% Post graduate :-30% And above :- 4%
Income
Income
Up to 1,60,000Up to 1,90,000Up to 2,40,000Up to 4,00,000Up to 6,00,000Up to& above 8,00,000
Income of respondents
Up to 1,60,000 : - 4o% Up to 1,90,000 : - 10% Up to 2,40,000 : - 24% Up to 4,00,000 :- 16 %
45
Up to 6,00,000 :- 6% Up to & above 8,00,000 :-4%
Area
Area
Patel nagarRajeev colonyjoyti park
Area of Survey in Gurgaon region Patel nagar:-70% Rajeev colony:- 26% Jyoti park :- 4%
Data Analysis
Q1) Do you think , you can consume direct water supply for drinking purpose in your locality?
YesNo
34%
66%
Yes :-34% No :-66%
Most of people aware about the importance of safe drinking water. But there are few people needed to be awareness about safe drinking water.
46
Awareness help to generate market for “Pure It”
Q2) which media influence you to buy “Pure It”?
NewspaperComercial T.V AdvertisementHoodingFriends and Relatives
60%
16% 20%4%
Newspaper :- 16% Commercial T.V Advertisement :- 60% Hooding :- 4% Friends and Relatives :-20%
60% people came to know about pure it through Commercial T.V Advertisement. It means “Pure It” T.V Advertisement are express their impact through the facts ,which are collected for this study.
20% people came to know through their friends and relatives reference. It means out of 100% sample of 50 people, 20% people are loyal customer of “Pure It”
Newspaper are attract 16% people to buy “Pure It”. By hooding 4% people know about “ Pure It”. It means there are need to expend and expressive
content are needed in “Pure It” hooding.
Q3) In “pure it” which product line you prefer most ?
47
CompactAutofillClassicMarvella60%
10%
24% 6%
Compact :-24% Autofill :-10% Classic :-60% Marvella :-6%
60% people had Pure It- Classic. This model is most successful out of four model of “pure it”. 24% people had Pure It- Compact. This product price is least out of four model of “Pure It”. It is
in the most affordable price, which ,make people to bring safe their family from water borne diseases.
10% people had Pure It-Autofill. People who need automatic purifier and who do not want to manual filing because of less timing. They prefer autofill.
6% people had pure it- marvella . This product model is hi tech and modern looking. Customer buy this product ,who give their 1st preference to look and less space taking purifier.
Customers are buy pure it product because of its additional advantage :-not consume electricity.
Q4) Do you feel that “Pure It” water is “as safe as boiled water” ?
48
YesNoMay be
Yes :-72% No :-2% May be :- 24%
72% people agreed that “Pure It” provide “As Safe as boiled water.” It means 72% people trust on HUL “Pure It”.
2% people are not agreed that “Pure It” provide “As Safe as boiled water”. It means out of 50 respondents 2% are not trust on the “Pure It” statement.
24% people said that “Pure It” may be provides “As Safe as boiled water”. It means they are not fully satisfied but they trust on “Pure It”.
Q5) Do you think that branded purifiers are more reliable than local purifiers?
YesNo
Yes :-96% No:- 4%
49
96% people agreed that they branded purifiers are more reliable then local purifier. So these people can rely on HUL “Pure It”.
4% people are not agreed the statement. They believe that local purifiers can perform better. These people gave emphasis on performance. So there is scope for these people to rely on this product.
On the basis of performance there is ample scope for expansion of market this product “Pure It”.
Q6) Do you think that ,which purifiers uses electricity are good performers than non electricity purifiers ?
YesNo
Yes :-60% No:-40%
60% people believed that “which purifier uses electricity are good performers than non electricity purifiers”. There is need to aware customer by pure it to give informative knowledge about pure it and why it is “As Safe as boiled water” ?
40% people are not satisfy that “which purifier uses electricity are good performers than non electricity purifiers”. This survey is conducted on 50 respondents ,who has been using “Pure It”. So it means 40% people are satisfied with “Pure It”. Because it has additional advantage of not consuming electricity.
Q7) Please mark your view point on the following ?
Material quality of body & other parts.
50
Highly DissatisfiedDissatisfiedSome what satisfiedSatisfiedHighly satisfied
Highly dissatisfied :-10% Dissatisfied :- 10% Some what satisfied :-20% Satisfied :-56% Highly satisfied :- 4%
Purchase experience
Highly dissatisfiedDissatsfiedSome what satisfied SatisfiedHighly satisfied
Highly dissatisfied :-4% Dissatisfied :- 0% Some what satisfied :-24% Satisfied :-68% Highly satisfied :- 4%
4% people are highly dissatisfied. It means retailers either not treat them well or not provided informative knowledge about the product.
But out of 50 respondents 96 % people had satisfactory purchase experience. So over all HUL“Pure It” make customer happy and treat customer as a king.
51
Usage experience
Highly dissatisfiedDissatisfiedSome what satisfiedSatisfiedHighly satisfied
Highly dissatisfied :-0% Dissatisfied :- 4% Some what satisfied :-10% Satisfied :-70% Highly satisfied :- 16%
Most of people had satisfactory usage experience with “pure it”.
After sales service
Highly dissatisfiedDissatisfiedSome what satisfiedSatisfiedHighly satisfied
Highly dissatisfied :-0% Dissatisfied :- 10% Some what satisfied :-10% Satisfied :-76% Highly satisfied :- 4%
52
In this changing business world scenario. after sale service is the back bone of business, So this data express that 90% of people are satisfied with after sale service and only 10% of people are not satisfy with after sale service by “Pure It”
Overall product performance
Highly dissatisfiedDissatisfiedSome what satifiedSatisfiedHighly satisfied
Highly dissatisfied :-0% Dissatisfied :- 0% Some what satisfied :-20% Satisfied :-70% Highly satisfied :- 10%
100% people are satisfied with over all product including price,quality,after sale service and others.
Q8) Are you comfortable with germ kill kit purification stage- when the power of germ kill kit is over , the flow of water automatically shut off ?
53
YesNo
Yes :- 90% No :- 10%
90% people satisfied with the germ kill kit purification stage. And this provision, when the power of germ kill kit is over, the flow of water automatically shut off. It means “Pure It” is successful in awaring people regarding safety issue - to stop people to drink unsafe water.
10% people ,not like this system because when the power of germ kill kit is over , it need new germ kill kit.
Q9) Would you like to win the “1 crore” Rs safety challenge of “Pure It” ?
YesNo
Yes :-30% No :- 70%
54
70% people - not accept“1 crore” Rs safety challenge of “Pure It” . It means they are not able to prove most advanced purifier other than pure it. And pure it almost successful in their marketing strategy.
30% people ,want to accept this challenge.
Q10) Do you think that “Pure It” offers value for money ?
Strongly agreeAgreestrongly disagreePartly agree
Strongly agree :-24% Agree :-62% Strongly disagree :- 4% Partly agree :-10%
Q11) Do you trust on HUL “Pure It” purifier ?
YesNo
Yes :- 100% No :-0%
55
Out of 50 respondents 100% people trust on HUL .Pure it is the product of Hindustan Uniliver which is big brand name in FMCG market . In FMCG market out of three, two person using HUL brand in India. So pure it is more reliable than other water purifier.
Q12) How likely will you recommend “Pure It” to others ?
Definitely will recommendedProbabaly will recommended Not sureProbabaly will not recommended Definitely will not recommended
Definitely will recommended :- 56% Probably will recommended :- 40% Not sure :- 4% Probably will not recommended :- 0% Definitely will not recommended :- 0%
56% people said definitely they will recommended to others .it means they are highly satisfied with product and its after sale service.
40% people said that they probably will recommended to others. they can suggest to others they are also satisfied .
4% people are not sure that they will recommend to others. It means they can switch to other
brands.
FINDINGS
56
1) Consumers are conscious about money and product performance.2) Low as well as high income people can buy this product.3) Promotional scheme helps to enhance sales.4) Household consumers are the prime customer of “Pure It”.5) Growth of purifying market is good sign for HUL “Pure It”.
LIMITATIONS OF THE ANALYSIS
There are lots of limitations of this report as this is just a primary focus on the basic sales and customer experience and safe usage through “Pure It” and there is a lot of scope of improvement and further enhance the research keeping this report as a base. The basic short comings of this report is mentioned as under –
1. Time constraints – There was a time constraints and this research is done only within a time limit of 2 months. So it is just a brief study as vivid study is not possible.
2. Single city survey – Due to lack of time the research is done considering only a very
limited area (some busy places in GURGAON).
3. Small sample size – This research is done considering the response of 50 sample
respondents which is considered to be very less to analyze the consumer’s experience in a
large population.
4. Methodology – This is just a descriptive research and exploratory research could be done on it which will prove to be more fruitful.
57
58
SUGGESTIONS
1) Should give emphasis on research and development activity.2) Should introduce new product soon (Reverse Osmosis) . So that competitors
unable to capture market.3) Provide extra benefit through product and services. If HUL RO not 4) consume electricity.5) There is need to aware, rural people in Haryana about why need safe water
for drinking purpose.6) Should provide strong and true after sale services. So that increase brand
loyalty.7) Sale practices should be done on the ethical point of view. (True information
provided regarding product).8) Training should be divided into three category :-
Ground level provide two level training in Middle level summer internship. Top level
9) Summer trainee works to attract customer to buy pure it (door to door) Product demo can be provided by trainee. But should not give work to carry and deliver product to customer home.
CONCLUSION
Now, these days in India, people are aware about safe drinking water. The educations are spread in most part of India. People realize the need of safe drinking water. So there is huge market potential for water purifying equipment but there is need to aware backward area –people to expand potential market. And pure it – try to reach every household with there different price range product, which is up to the mark on affordability basis & also performance basis. With four purification stages pure it provide “As safe as boiled water”. The people who has been using pure it are satisfied with its performance and they happily shared there experience with us- based on questionnaire surveyed.
59
BIBILOGRAPHY
Kothari C.R. : research methodology; 3rd edition methods & techniques, vishwa publication
www.pureit.com
www.tdsmetre.com
60
VII. QUESTIONNAIRE
“Customer experience and safe usage through HUL “Pure it””
Name:-…………………………………………….……………. Contact No. ………………………………………………
AGE GROUP: - 15-25yrs 25-35yrs 35-45yrs 45& above yrs
Gender :- Male Female
OCCUPATION: - Businessman Employee
Student Other
Qualification :- Metric Intermediate undergraduate Post Graduate And above
Income :- Up to 1,60,000 Up to 1,90,000 Up to 2,40,000 Up to 4,00,000
Up to 6,00,000 Up to & Above 8,00,000
Area: ………………………………………………
Q1) Do you think , you can consume direct water supply for drinking purpose in your locality?
Yes No
Q2) which media influence you to buy “Pure It”?
Newspaper Magazine Radio Commercial T.V Advertisement
Hooding Friends and Relatives
Q3) in “pure it” which product line you prefer most?
Compact Autofill Classic Marvella
Q4) Do you feel that “Pure It” water is “as safe as boiled water”?
Yes No May Be
Q5) Do you think that branded purifiers are more reliable than local purifiers ?
61
Yes No
Q6) Do you think that ,which purifiers uses electricity are good performers than non electricity purifiers ?
Yes No
Q7) Please mark your view point on the following ?
Highly dissatisfied
Dissatisfied Some what satisfied
Satisfied Highly satisfied
Material quality of body & other parts.Purchase experienceUsage experienceAfter sales serviceOverall product performance
Q8) Are you comfortable with germ kill kit purifier stage- when the power of germ kill kit is over , the flow of water automatically shut off ?
Yes No
Q9) Would you like to win the “1 crore” Rs safety challenge of “Pure It” ?
Yes No
Q10) Do you think that “Pure It” offers value for money ?
Strongly Agree Agree Disagree Strongly Disagree partly Agree
Q11) Do you trust on HUL “Pure It” purifier ?
Yes No
Q12) How likely will you recommend “Pure It” to others ?
Definitely will recommended Probably will recommended Not sure
62
Probably will not recommended Definitely will not recommended
63