A Study on marketing mix & competitive analysis of “Pure it” (HUL)

APROJECT REPORT ON

A Study on marketing mix & competitive analysis of “Pure it” (HUL)

Submitted By:

Smruti Ranjan DasRoll No. 049

PGDM-RM 2009-11

UNDER THE GUIDANCE OF

Dr. R. Padmaja(Assistant Prof. Marketing)

IN PARTIAL FULFILMENT FOR THE AWARD OF THE DEGREE OF POST GRADUATE DIPLOMA IN MANAGEMENT (RETAIL & MARKETING)

INSTITUTE OF PUBLIC ENTERPRISE

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OSMANIA UNIVERSITY CAMPUSHYDERABAD – 500 007

DECLARATION

I, Smruti Ranjan Das, a student of PGDM-RM (2009-11) studying at IPE (Institute of

Public Enterprise), Hyderabad, solemnly declare that the project work titled- ‘A Study

on Effectiveness of Kiosk-based sales channel & competitive analysis of “Pure it”

(HUL)’ was carried out by me at Hindustan Unilever Limited; Hyderabad, in partial

fulfillment of the PGDM programme.This programme was undertaken as a part of

academic curriculum according to the University rules and norms and by no commercial

interest and motives.

Place:

Date

Smruti Ranjan Das

PGDM-RM (049)

2009-11

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ACKNOWLEDGEMENT

I feel great pleasure for the completion of this project. At the very outset I would

express my sincere thanks and deep sense of gratitude to personnel who helped me

during the collection of data and gave me rare and valuable guidance for the

preparation of this report.

I am thankful to Prof R. K. Mishra, Director of IPE and Prof Dr V. Srikanth, PGDM-

RM Co-ordinater for giving us such a wonderful opportunity to work with corporate as a

part of our project work and constantly motivating right from the beginning.

I thank Assistant prof Dr K.Padmaja, Assistan Prof. Marketing for his continuous

patience and support.

I take this opportunity to express my deep sense of gratitude and appreciation to my

project guide Mr. Soubhagya Biswal (Area sales Manager, Hindustan Unilever Ltd) for

assistance, motivation, and being a continual source of encouragement for me.

I would like to thank Mr. D. Mitra, Business Development Executive (BDE), Mr.

Venkat Ravi, Territory Sales Officer (TSO), Mr. Ajay,Territory Sales

Officer(TSO) ,HUL” Pure it” Hyderabad, for always helping me right from the

beginning of the Project. I am thankful to my project guide Mr. G. Ramu, Zone sales

officer for his timely guidance, cooperation and encouragement.

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I take opportunity to thanks all my friends and also thank all people who directly or

indirectly concerned with this project. I also express my gratitude to my parents who give

a constant support and love throughout my life and career.

SMRUTI RANJAN DAS

CONTENTS

Chapters Page No.

Introduction……………………………………………………………………… (1- 3)

Market Research…………………………………………………………………. .(4 -5)

Objectives…………………………………………………………………………. (6)

Methodology………………………………………………………………………. (7)

Data Collection…………………………………………………………………….. (8)

Scope & Importance of study………………………………………………………. (9)

Direct Marketing………………………………………………………………......... (10)

Selling Strategy Adopted……………………………………………………………. (11)

Marketing Mix……………………………………………………………………….. (12)

Limitation of the study……………………………………………………………… (12)

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Chapters Page No.

INDUSTRY PROFILE…………………………………………… (13-16)

COMPANY PROFILE……………………………………………. (17-24)

COMPETATIVE ANALYSIS…………………………………….. (25-32)

DATA PRESENTATION & ANALYSIS…………………………. (33-60)

CONCLUSION…………………………………………………....... (61)

RECOMMENDATIONS…………………………………………… (62)

BIBLIOGRAPHY………………………………………………….. (63)

APPENDICES

Questionnaire……………………………………………………………………... (64-65)

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CHAPTER-1

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INTRODUCTION

Since 1993, KIOSK Information Systems has led the industry in design and manufacturing of

self-service kiosks. The team is a "cradle to grave" service organization that takes full ownership

in the success of customer programs - from initial solution design to manufacturing and field

services. KIOSK has partnered with clients in a full complement of vertical markets, transforming

self-service concepts to deployed solutions. Projects range from traditional applications like

retail, order entry, and human resources to highly specialized solutions in banking, healthcare,

airport security, and outdoor ticketing. With 100,000+ kiosks deployed across this broad market

spectrum, KIOSK's abilities in customized design, sophisticated peripheral integration, volume

manufacturing, and field services have been exercised far deeper than any industry competitor.

Clients with 800 - 3000 unit nationwide deployments such as AT&T, Wal-Mart, Safeway,

PepsiCo, Sony, HP, and TIO set the standards bar high, and KIOSK has consistently proven the

ability to execute at every stage of the program life cycle.

Kiosks system is used for sales processing and inventory tracking. Traditionally, kiosks

were simply manned sales booths generally located in shopping centers. Today, kiosks system

has become electronically-based, interactive terminals that allow users to conduct business or

access the Internet. Kiosks system technology is becoming a much more common method to

conduct business, increase sales, interact with customers, and even conduct internal business

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operations such as human resource functions. Kiosks system can be found in a wide variety of

locations including city streets, shopping malls, airports, restaurants, retail stores, and non-retail

business offices. Some common applications of interactive kiosks systems include ATM kiosks,

Internet kiosks, store gift registries and gift card kiosks, sales and marketing kiosks, bill payment

kiosks, gaming, kiosks, self check out kiosks, human resource kiosks, and e-commerce kiosks.

Kiosks systems provide functionality that can also be incorporated into a self service kiosk.

A point of sale system is computer-based system that allows businesses to capture sales data and

other customer transactions. Kiosks systems are available for the smallest retail business to the

largest global conglomerate.A shopping mall or outdoor center is the most common place to find

merchant-manned kiosk businesses. Sometimes these small booths look like carts, reminiscent of

peddlers from centuries past. The merchant pays a rental fee to the owner of the shopping center

for the use of the kiosk.Customers walk by the kiosk and can easily view the items for sale. The

sales associate may greet customers as they walk by and try to draw their attention. Sometimes,

demonstrations of the product are held on the spot. Consumers then purchase items directly from

the kiosk.

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MARKET RESEARCH

Introduction:

Usually it is said that if marketing would be a train, 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 sand in the Sahara Desert. Market research provides the answers to all the questions that

generally occupy the minds of marketers, at every stage of the marketing process.

Growth Trends in Market Research

India, fastest growing market research industry in the world, with growth rates at around 31 %

(2006-07) . China is a distant second growing at 20 %. The size of the industry if of 595 crore,

but the industry is growing rapidly with a lot of business coming from overseas. The business

coming from overseas from overseas involves lot of outsourcing as cost advantages are

enormous. The processing of data is almost 50% cheaper in India. The processing of data is

almost 50% cheaper are in India than in developed countries. The outsourcing business amounts

to almost for the 8 % industry and this figure is doubling in value every year.

Key Players in Market Research:-

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IMRB (Indian Market Research Bureau)

ICMR (Indian Council of Market Research)

Information Resource Incorporation

NPD Group Information

A .C. Nielsen India Pvt. Ltd.

Maritz Research

Scope of Market Research

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, covering the various types of marketing problems that

confront the marketing manager. There are various discussion confined to the market research

which are as follows.

Product Research

Sales Research

Customer Research

Pricing Research

Advertising Research

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OBJECTIVES

The followings are the main objectives of this research project

How to increase productivity of sales in Kiosks

Competitive analysis of ‘PURE IT’

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METHODOLOGY

Type of 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 or

phenomenon 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.

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DATA COLLECTION

1. Primary Data

(A).Questionnaire: - A set of questions related to the research topic was formulated. Response

for each questions included in the questionnaire has been collected from the customers.

(B). Interview: - Apart from collecting different responses from the customers some extra

information has been obtained through face to face interviewing activity.

2. Secondary Data

Secondary research was done to build an in-depth understanding of the kiosk(outreach)

Information from various published resources like India stat and other research bodies

were also used to validate the market figures and cross-validate the data.

Detailed analysis of secondary information was used to arrive at the specific frameworks

provided in the report.

3. Sampling methodology: The sampling methodology used is Non Probability sampling

technique-Convenience sampling (A non probability sampling technique that attempts to obtain a

sample of convenient elements. The selection of sampling unit is left primarily to the interviewer)

4. Sample size: I had chosen 100 samples for the analysis.

5. 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 I have used Nominal scale of

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measurement to measure the respondent’s responses with each of the series of the items in the

form of statements. The respondents’ category range from housewives & working women to

working men.

6. Sampling design:

I. Selection of study area: Hyderabad and Secunderabad II. Selection of Sample size: 100

SCOPE AND IMPORTANCE OF THE STUDY

The project aims to get us out of the classroom and 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 influence the referring

behavior of customers.

The scope is such that the study has been conducted by taking samples from different

areas, which depicts the overall picture.

The results obtained will give an 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.

Importance of Study:

The main purpose of study is to increase the productivity of kiosk (outreach) regarding HUL Pure

it water purifiers. The survey was conducted in Hyderabad and Secunderabad area not all but only

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some parts have included for survey. Due to shortage of time it was not possible to cover the

whole areas. Thus the scope of the study was completed with the time and resources available.

Direct Marketing

Direct Marketing is a method which helps to create a direct connection with the potential

consumer to obtain an immediate response and cultivate lasting consumer relationship.

Hindustan Unilever limited is the company in India to doing direct marketing in water purifier.

Today it is Asia largest direct selling organization. It has direct selling force touching 1.5

million Indian homes and adding 1000 customers daily. It has dealers and distributors across

the country and operating in over towns and cities.

Advantages of Direct Marketing

It is easy, convenient and private.

Provides more choice to the consumer

Consumers can avail best price as there is no middle men involved.

Helpful for the companies to build a close and direct relation with the consumer.

It saves the valuable time of the working and busy people.

Disadvantages of Direct Marketing

Consumer can’t touch and feel the product before buying

The scope of expansion is limited in this kind of marketing

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It has higher per person cost than other form of advertising.

There is a great scope for misleading and deceiving customers by dishonest businessman.

It may cause irritation to the consumer through unwanted mail and spam.

SELLING STRATEGY ADOPTED

Because of the low interest and since the product benefits needs to be demonstrated to the

customers, conventional distribution was not viable. Hence Hindustan Unilever limited chose the

less traveled Direct Selling route.

The Hindustan Unilever’s sales man in water division is called PWE. It has three streams for

selling of product i.e. cold calls (door to door selling), outreach (Kiosk) and clinic (Hospital). It is

a tough job for these salesmen who have to go through the "cold calls" to get a sale. At one point

of time, because of the aggressive nature of these sales persons, people became scared even to

listen to these sales persons. Now this aggression has mellowed down to a more professional

sales approach.

Selling Strategy adopted by company are, 1. Direct Selling- Door-to-Door Selling 2. Outreach

(Kiosk) 3.Clinic (Hospital)

Product Segmentation

Hindustan Unilever sells different water-purifiers on the basis of classifying their utility and

price affordability. The water purifiers are classified as follows:

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(1)Pure it compact – Rs 1000 /-

(2)Pure it M05 Model – Rs 2000 /-

(3)Pure it Autofill –Rs 3200 /-

(4)Pure it Marvella –Rs 6900 /-

Marketing Mix

PRODUCT PRICE

a) Easily available nationwide.

b)Easy to handle.

c) Multiple products launched for each product

type.

a) Product price range divided into four

segments to target different audiences.

b) Low cost of maintenance and

consumable.

c) Best prices offered when compared

to other competitors.

PROMOTION PLACE

a)Active subscription immediately

b) Right time installation of products

c) Properly repair services against paid AMC’s.

d) Service during contract period

a) Urban educated India that cares for

their family.

b) Areas prone to diseases.

C) Strategically chosen locations for catching

the eye of potential consumers.

d) Various stalls near market places

LIMITATION OF THE STUDY

Time is the major constraint in the study

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My Study is confined to 100 respondents.

Research is done only in some parts of Hyderabad

Respondents Fatigue.

Researcher inexperience.

Language (Telugu)

CHAPTER-2

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INDUSTRY PROFILE

In the last decade and more, the country has undergone 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 an improved drinking water supply, 88% of

the 4 billion annual cases of diarrheal disease are attributed to unsafe water and inadequate

sanitation and hygiene, and 1.8 million people die from diarrheal diseases each year. The WHO

estimates that 94% of these diarrheal cases are preventable through modifications to the

environment, including access to safe water. Simple techniques for treating water at home, such

as chlorination, filters, and solar disinfection, and storing it in safe containers could save a huge

number of lives each year. Reducing deaths from waterborne diseases is a major public health

goal in developing countries.

Water purifier are one of the most used kitchen utilities .Available in India .water purifification

and backpacking is an industy in itself in India.portable Version of Water purifiers are available

for camping and haking.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 source.Some of the home remedies for water

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purification are boiling or the use of the household charcoal filter.But these do not ensure the

required standard of water purification thus a proper treatment is mandatory.That’s where the

water purifiers for home step in treatment of water by ozone also provides certain levels of purity.

Water Purifier companies in India

The main manufactures having the major share of the water purifiers are:

Eureka Forbes

Philips

Kent

Whirlpool

Usha Brita

Alfaa

Godrej

Hi-tech

Jaipan

Kenstar

Maharaja Whiteline

Orpat

Zero B

Water Purifier Market in India 2010

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

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

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issues relating to water. This has meant that there are dime a dozen firms that are trying to make

the best of the situation. Now there is a clamour for proper standards.

India Water Purifier Market has tremendous growth potential

Globally more than one billion people lack access to safe drinking 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's population worldwide live in water-stressed areas.

This figure is expected to rise to two-third of the population by 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 22% CAGR. The water purifier industry sales grew dramatically during

FY'09 as compared to previous fiscals due to improving demand and expanding production

capacity. The industry saw high growth of rate 17% during FY'08 due to the increasing awareness

for safe drinking water. The UV segment, which constitutes 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 growth trajectory and is expected to witness a turnover growth of more than 22% CAGR

during the period between FY'11 and to FY'14.Research conducted a survey across 10 major

cities in India with 600 users of water purifier to understand the market size, growth drivers,

issues and buying behaviour patterns. The cities covered in survey were, Delhi, Mumbai,

Kolkata,Chennai, Bangalore, Hyderabad, Ahmedabad, Chandigarh, Pune and Bhopal.

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CHAPTER-3

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COMPANY PROFILE

Hindustan Unilever Limited (HUL) is India's largest fast moving consumer goods Company, with

leadership in Home & Personal Care Products and Foods & Beverages. HUL's 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 tonnes and sales of nearly Rs.13, 718 crores. The mission that inspires HUL's over 15,000

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 Foods and Home and Personal Care brands in about 100

countries worldwide.

HUL is also one of the country's 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 & Foods & 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.

HUL's brands - like Lifebuoy, Lux, Surf Excel, Rin, Wheel, Fair & Lovely, Pond's,

Sunsilk, Clinic, Pepsodent, Close-up, Lakme, Brooke Bond, Kissan, Knorr-Annapurna,

Kwality Wall's – 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

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2,000 suppliers and associates. HUL's distribution network, comprising about 4,000 redistribution

stockists, covering 6.3 million retail outlets reaching the entire urban population, and about 250

million rural consumers.

HUL believes that an organisation's 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 the village built by HUL in

earthquake affected Gujarat, and relief & rehabilitation after the Tsunami caused

devastation in South India. In 2001, the company embarked on an ambitious programme, Shakti.

Through Shakti,HUL is creating micro-enterprise opportunities for rural women, thereby

improving their livelihood and the standard of living in rural communities. Shakti also includes

health and hygiene education through the Shakti Vani Programme, and creating access to relevant

information through the iShakti community portal. The program now covers 15 states in ndia and

has over 45,000 women entrepreneurs in its fold, reaching out to 100,000 plus villages and

directly reaching to 150 million rural consumers. By the end of 2010, Shakti aims to have

100,000 Shakti entrepreneurs covering 500,000 villages, touching the lives of over 600 million

people.

HUL is also running a rural health programme – Lifebuoy Swasthya Chetana. The

programme endeavours to induce adoption of hygienic practices among rural Indians and aims to

bring down the incidence of diarrhoea. 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.

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Home care brands

HUL has a diverse portfolio of brands offering home care solutions for millions of consumers

across India.

Personal care brands

Company’s personal care brands, including Axe, Dove, Lux, Pond's, Rexona and Sunsilk, are

recognized and love by consumers across India. They help consumers to look good and feel good

and in turn get more out of life.

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http://www.hul.co.in/brands/homecarebrands/ActiveWheel.aspx

Food brands

HUL is one of India’s leading food companies. Our passion for understanding what people want

and need from their food - and what they love about it - makes our brands a popular choice

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Water purifier

Pure It 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-Blue Pure It Maroon

Four purifier stages of Pure It

Pure it purifies your drinking water in four stages, beginning with the removal of visible dirt,

followed by the removal of harmful parasites and pesticide impurities. Then, the harmful viruses

and bacteria are removed and finally the water is rendered clear, odour less and great tasting by

removing remaining impurities.

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The most advanced in-home water purifier in the world! Pure It, a breakthrough offering of Hindustan Unilever, comes

with many unique benefits – complete protection from all water-borne diseases, great convenience, and unmatched

affordability. Pure It’s unique Germ kill Processor technology removes all harmful viruses and bacteria and removes

parasites and pesticide impurities, giving to people water that's 'as safe as boiled water'. It assures your family of 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. 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 HUL

PURE IT MARVELLA PURE IT AUTO-FILL

PURE IT M05 PURE IT COMPACT

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CHAPTER -4

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Competitive analysis of “Pure It”

What is Competitive Analysis?

Competitive Analysis is a process of gathering and analyzing information about competitors, their

practices, products, strengths and weaknesses and business trends in order to assess our position

in the market and improve company’s products and marketing strategies.

What is the purpose of Competitive Analysis?

In today's market, i must know what competitors are doing and what to do to stay ahead of the

competition. Many businesses believe they are providing a good product to their customers, but

do not have 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 company for identify ways to attract new customers, as well

as keep the ones you have satisfied with company’s products.

Strengths and weaknesses: How company’s product stacks up against the competition

and in what areas they have an edge over company’s product and in what areas

company’s product is superior.

Identify competitors: Verify who your primary and secondary competitors are.

Improvements: How and in what areas company’s product, processes, and practices must

be improved to meet market demands or to stay ahead of the competition.

Marketing: What improvements company needs to make in marketing approach -

company may want to highlight why their product is ahead of the competition, or the

unique features that consumers desire.

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How can Competitive Analysis help establish company’s product as a

market leader?

Competitive Analysis gives to company a realistic view of their competition and the opportunity

to identify improvement in areas like customer services, and marketing claims. It can help to

compare products prior to making their marketing 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 company’s competitors.

Discover opportunities for improvement in company’s business practices.

Identify necessary changes in company’s processes to meet market demands.

Identify necessary changes in company’s processes to reduce costs.

A List of Competitors

The analysis begins with a list of Hindustan Unilever Limited (HUL) of water division Pure it’s

competitors. Most of the time, such a list is comprised of what company co-considers to be its

chief competitors. However, there may be other companies that indirectly compete with HUL,

ones that offer products or services that are aiming for the same customer capital.

Hindustan Unilever Limited (HUL) of water division Pure its competitors in the market are:

1. Eureka Forbes Limited

2. Philips

3. Whirlpool

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4. Kent

5. Usha Brita

6. Alfaa

7. Kenstar

8. Hi-tech

9. Zero B

10. Modi Durant

11. Hemkund

12. Godrej

13. Tata

Questions to ask

What questions should be asked when undertaking competitor analysis?

Who are company’s competitors?

What threats do they pose?

What is the profile of competitors?

What are the objectives of competitors?

What strategies are competitors pursuing and how successful are these strategies?

What are the strengths and weaknesses of competitors?

How competitors are likely to respond to any changes to the way company do business?

Why companies analyze competitors?

Some businesses think it is best to get on with their own plans and ignore the competition. Others

become obsessed with tracking the actions of competitors (often using underhand or illegal

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methods). Many businesses are happy simply to track the competition, copying their moves and

reacting to changes.

Competitor analysis has several important roles in strategic planning:

• To help management understand their competitive advantages/disadvantages relative to

competitors.

• To generate understanding of competitors’ past, present (and most importantly) future

strategies.

• To provide an informed basis to develop strategies to achieve competitive advantage in the

future.

• To help forecast the returns that may be made from future investments.

Sources of information for competitor analysis

How the sources of competitor information can be neatly grouped into three categories:

• Recorded data: this is easily available in published form either internally or externally. Good

examples include competitor annual reports and product brochures;

• Observable data: this has to be actively sought and often assembled from several sources. A

good example is competitor pricing;

• Opportunistic data: to get hold of this kind of data requires a lot of planning and organization.

What businesses probably already know their competitors?

Overall sales and profits

Sales and profits by market

Cost structure

Market shares (revenues and volumes)

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Organization structure

Distribution system

Identity / profile of senior management

Advertising strategy and spending

Customer / consumer profile & attitudes

Customer retention levels

What businesses would really like to know about competitors?

Sales and profits by product

Relative costs

Customer satisfaction and service levels

Customer retention levels

Distribution costs

Size and quality of customer databases

Advertising effectiveness

Future investment strategy

Strategy - competitive advantage

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Competitive advantage is an advantage over competitors gained by offering consumers greater

value, either by means of lower prices or by providing greater benefits and service that justifies

higher prices.

Feature Comparison

Compared with other available water purification methods, Pureit is by far the best option, in

terms of safety, convenience and affordability.

Key features Pureit Boiling

process

Leading UV

inline purifier

Candle filter

Removes harmful Viruses Need to boil Removes harmful Bacteria for 30-40 Removes harmful

Parasites(causes amoebiasis,

diarrhoea, etc)

Min

End-of-life indicator Advanced Auto Switch-off Great taste Improves clarity

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Removes odour Doesn't need expensive gas Doesn't need electricity Doesn't need continuous tap

water

Doesn’t need plumbing Doesn't need an expensive maintenance contract Low initial cost Low on-going cost

The above table shows that Pureit’s initial price of Rs. 2000 and the ongoing price of

only Re. 1 for 4 litres of water is the most competitive offer in the market. This is because

Pureit doesn’t need expensive gas, doesn’t need electricity, doesn’t need maintenance.

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 brand 350

Cost of 1 litre of leading bottled water brand 1200

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CHAPTER–5

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DATA PRESENTATION & ANALYSIS

The following data and information has been obtained through research activity.

Frequency Table

Table 5.1: Frequency and Percentage of the respondents who have water purifier

Have a Water Purifier Frequency Percent

Yes 48 48.0

No 52 52.0

Total 100 100.0

Fig 5.1: Frequency and Percentage of the respondents who have water purifier

39

INTERPRETATION

The total no. of respondents includes in the research is 100.Out of 100 respondents, 48 % (48) of people have a water purifier and 52 % (52) people have not water purifier.

Table 5.2: Frequency and Percentage of respondents “which company water purifier, you are using and will use”

40

Which Company Frequency Percent

Eureka Forbes 50 50.0

HUL Pure it 14 14.0

Kent 10 10.0

Philips 10 10.0

Whirlpool 7 7.0

Any Other 9 9.0

Total 100 100.0

Fig 5.2: Frequency and Percentage of respondents “which company water purifier, you are using and will use”

41

INTERPRETATION

Out of 100 respondents, the data of people are using water purifier and people are not

using water purifier .Those people are not using water purifier, if they will buy ,they will

buy only this company’s product like Eureka Forbes,Hul,Kent,Philips,Whirlpool.50%

(50),14% (14),10% (10),10%(10),7% (7),9% (9) of people are using and will use Eureka

Forbes, Hul, Kent, Philips, Whirlpool and any other company’s water purifier

42

Table 5.3: Frequency and Percentage of respondents about electricity

Electricity Frequency Percent

Yes 72 72.0

No 28 28.0

Total 100 100.0

Fig 5.3: Frequency and Percentage of respondents about electricity

43

INTERPRETATION

44

The above data tells about electricity of water purifier, that is the water purifier is

working with electricity or without electricity. Out of 100 respondents, 72 % (72) of

people have given their view that ‘yes’ and 28 % (28) of people have given their view

‘No’.

Table 5.4: Frequency and Percentage of respondents “before buying product, know about the product or want to see demonstration “

Before Buying, know about Product

Frequency Percent

Yes 78 78.0

No 12 12.0

Don't Know 10 10.0

Total 100 100.0

Fig 5.4: Frequency and Percentage of respondents “before buying product, know about the product or want to see demonstration “

45

INTERPRETATION

The above data has given, before buying the water purifier; people want to know the

product or want to see demonstration of the product.78 % of people have given their view

‘Yes’, they want to know the product details.12 % of people have given their view ‘No’,

46

they don’t want to know the product details or product knowledge .10 % of people have

given their view ‘don’t know’.

Table 5.5: Frequency and Percentage of respondents about taste good, odorless and looks clear TASTE GOOD,ODORLESS

LOOKS CLEARFREQUENCY PERCENT

Yes 80 80.0

No 9 9.0

Don't Know 11 11.0

Total 100 100.0

Fig 5.5: Frequency and Percentage of respondents about taste good, odorless and looks clear

47

INTERPRETATION

The above data has given the frequency and percentage of respondents about taste of

water is good, odorless, looks clear. Out of 100 respondents, 80 % (80) of people have

48

given their view ‘YES’. the taste of water is good, odorless and looks clear.9 % (9) of

people have told ‘NO’, the taste of water is good, odorless and looks clear and 11 % (11)

of people have given their view ‘don’t know’ about taste of water.

Table 5.6: Frequency and percentage of respondents about cost of water purifier

COST FREQUENCY PERCENT

Rs. 1000- Rs. 5,000 37 37.0

Rs. 6,000- Rs. 10,000 27 27.0

Rs. 11,000- Rs. 15,000 20 20.0

More than Rs. 15,000 16 16.0

Total 100 100.0

Fig 5.6: Frequency and percentage of respondents about cost of water purifier

49

INTERPRETATION

The above data has given about frequency and percentage of cost of water purifier. The

percentage of people who are using or want to buy water purifier in the cost range Rs

50

1000- Rs 5000 was found 37 % (37).The percentage of people who are using or willing to

buy water purifier in the cost range Rs 6000-Rs 10000 was found 27 % (27). The

percentage of people who are using or willing to buy water purifier in the cost range Rs

11000-Rs 15000 was found 20 % (20). The percentage of people who are using or willing

to buy water purifier more than Rs 15000 was found 16 % (16).

Table 5.7: Frequency and Percentage of respondents about service after sales

SERVICE AFTER SALES FREQUENCY PERCENT

Yes 64 64.0

No 36 36.0

Total 100 100.0

Fig 5.7: Frequency and Percentage of respondents about service after sales

51

INTERPRETATION

52

The above data has given frequency and percentage of respondents about service after

sales.64 % (64) of people have given their view that after sales , service is good and 36 %

(36) of people have given their view that service is not good.

Table 5.8: Frequency and Percentage of respondents about ‘where to prefer to buy

the water purifier

PREFER TO BUY FREQUENCY PERCENT

Retail Outlet 30 30.0

Franchisee Dealer 21 21.0

Demo at your doorstep 49 49.0

TOTAL 100 100

Fig 5.8: Frequency and Percentage of respondents about ‘where to prefer to buy the

water purifier

53

INTERPRETATION

54

The above data has given frequency and percentage of respondents about where to prefer

to buy the water purifier 1)Retail Outlet 2)Franchisee dealer 3) Demo at your doorstep.

Out of 100 respondents, 49 % (49) of people prefer to buy water purifier from demo at

your doorstep, 30 % (30) of people prefer to buy water purifier from retail outlet and 21

% (21) of people prefer to buy water purifier from franchisee dealer.

Table 5.9: Frequency and Percentage of respondents about warranty of water

purifier

WARRANTY Frequency Percent

6 Months 43 43.0

1 year 40 40.0

2 Year 17 17.0

Total 100 100.0

Fig 5.9: Frequency and Percentage of respondents about warranty of water purifier

55

INTERPRETATION

56

The above data has given frequency and percentage about warranty of water purifier.

43% (43) of respondents have given their view, 6 month warranty period of water

purifier. 40 % (40) of respondents have given their view, 1 year warranty period of water

purifier. 17% (17) of respondents have given their view, 2 year warranty period of water

purifier.

Table 5.10: Frequency and Percentage of respondents about what comes your mind

first i.e. Price or Health & Safety or Both

What comes your mind first Frequency Percent

Price 16 16.0

Health & Safety 39 39.0

Both 45 45.0

Total 100 100.0

Fig 5.10: Frequency and percentage of respondents about what comes your mind

first i.e. Price or Health & Safety or Both

57

INTERPRETATION

The above data has told, frequency and percentage of respondents about what comes

customers mind first i.e. Price or Health or Both. Out of 100 respondents, 45 % (45) of

respondents have given their view that both that is price as well as health and safety.

58

Percentage of respondents who are only concern about health and safety was found 39 %

(39).Percentage of respondents who are concern about only price was found 16 % (16).

Table 5.11: Frequency and Percentage of respondents about market activities

Market activities Frequency Percent

Road Show 55 55.0

Visual Merchandising 30 30.0

Others 15 15.0

Total 100 100.0

Fig 5.11: Frequency and Percentage of respondents about market activities of Pure

it

59

INTERPRETATION

60

T he above data has given frequency and percentage of respondents about market

activities of Pure it i.e. Road show, Visual Merchandising and others. Out of 100

respondents, 55 % of respondents have given their view, they see the road show of HUL

product that is Pure it water purifier. Percentage of respondents who have given their

view about visual merchandising was found 30 % (30) and 15 % (15) of respondents

have given their view other activities conducted by HUL company.

CROSS TABULATIONS

Table 5.12: Cross tabulation between ‘Company and Taste of water

WHICH COMPANY

Tastes good ,odorless ,looks clear Total

Yes No Don’t Know

Eureka Forbes 45 1 4 50

Hul 9 2 3 14

kent 9 1 0 10

Philips 8 1 1 10

Whirlpool 4 2 1 7

Any Other 5 2 2 9

Total 80 9 11 100

Fig 5.12: Cross tabulation between ‘Company and Taste of water

61

INTERPRETATION 1. PERCENTAGE WITHIN ‘COMPANY’

A. Eureka Forbes : Among the total 50 Eureka Forbes users

The view of Eureka Forbes users toward taste of water is good, odorless and looks

clear was found, Yes – 90 % (45), No- 2% (1), Don’t know- 8% (4)

B. Hul : Among the total 14 Pure it (Hul) users

The view of Hul users toward taste of water is good, odorless and looks clear was found,

Yes – 64.3 % (9), No- 14.3% (2), Don’t know- 21.4% (3)

C. Kent : Among the total 10 kent users

The view of Kent users toward taste of water is good, odorless and looks clear was found,

Yes – 90 % (9), No- 10% (1), Don’t know- 0% (0)

D. Philips Among the total 10 Philis users

The view of Philips users toward taste of water is good, odorless and looks clear was

found,

62

Yes – 80 % (8), No- 10% (10), Don’t know- 10% (10)

F. Whirlpool: Among the total 7 Whirlpool users

The view of Whirlpool users toward taste of water is good, odorless and looks clear was

found,

Yes – 51.1 % (4), No- 28.6% (2), Don’t know- 14.3% (14.3)

G. Any Other: Among the total 9 any other water Purifier users

The view of any other Water purifier users toward taste of water is good, odorless and

looks clear was found, Yes – 55.6 % (5), No- 22.2% (2), Don’t know- 22.2% (2)

2. PERCENTAGE WITHIN ‘TASTE OF WATER’

A. Yes: Among the total 80 respondents for whom the taste of water is good, odorless and looks

clear.

The percentage of Eureka Forbes users, Hul users, kent users, Philips users, whirlpool

users was found 56.3% (45), 11.3% (9), 11.3 % (9), 10 % (8), 5 % (4), 6.3 % (5)

respectively.

B. No: Among the total 9 respondents for whom the taste of water is not good, odorless and

looks clear

The percentage of Eureka Forbes users, Hul users, kent users, Philips users, whirlpool

users was found 11.1% (1), 22.2% (2), 11.1% (1), 11.1 % (1), 22.2% (2), 22.2% (2)

respectively.

C. Don’t know : Among the total 11 respondents ,they don’t know the taste of water is good,

odorless and looks clear .The percentage of Eureka Forbes users, Hul users, kent users,

Philips users, whirlpool users was found 36.3% (4), 27.3% (3), 0 % (0), 9.1 % (1), 9.1 % (1),

18.2 % (2) respectively.

Table 5.13: Cross tabulation between ‘Company and Service after sales’

Which Company Service after sales Total

Yes No

Eureka Forbes 30 20 50

63

Hul 9 5 14

Kent 8 2 10

Philips 7 3 10

Whirlpool 5 2 7

Any Other 5 4 9

Total 64 36 100

Fig 5.13: Cross tabulation between ‘Company and Service after sales’

64

INTERPRETATION

1. PERCENTAGE WITHIN “COMPANY”

A. Eureka Forbes : Among the total 50 Eureka Forbes users

The view of Eureka Forbes users toward service after sales was found, Yes – 60 % (30),

No- 40% (20)

B. Hul: Among the total 14 Hul users

The view of Hul users toward service after sales was found, Yes – 64.3% % (9), No-

35.7% (5)

C. Kent : Among the total 10 Kent users

The view of Kent users toward service after sales was found, Yes – 80 % (8), No- 20%

(2)

D.Phillips: Among the total 10 Phillips users

The view of Phillips users toward service after sales was found, Yes – 70 % (7), No- 30%

(3)

D. Whirlpool : Among the total 7 Whirlpool users

The view of Whirlpool users toward service after sales was found, Yes – 71.4% (5), No-

28.6% (2)

E. Any other: Among the total 9 Any other users

The view of any other users toward service after sales was found, Yes – 55.6% (5), No-

44.4% (4)

2. PERCENTAGE WITHIN ‘SERVICE AFTER SALES’

A. Yes: Among the total 64 respondents for whom services provided by company is good.The

percentage of Eureka Forbes users, Hul users, kent users, Philips users, whirlpool users was

found 53.1% (30), 7.8% (9), 12.5 % (8), 10.9 % (7), 7.8 % (5), 7.8 % (5) respectively.

B. No: Among the total 36 respondents for whom services provided by company is not

good.The percentage of Eureka Forbes users, Hul users, kent users, Philips users, whirlpool

users was found 44.4% (20), 25.0% (5), 5.6% (2), 8.3 % (3), 5.6% (2), 11.1% (4)

respectively.

65

Table 5.14: Cross tabulation between ‘Company and Market Activities’

Which company

Market Activities

Total

Road Show Visual Merchandising

Others


Hul 5 6 3 14

Kent 5 4 1 10

Philips 6 2 2 10

Whirlpool 5 1 1 7

Anyother 6 2 1 9

Total 49 33 18 100

Fig 5.14: Cross tabulation between ‘Company and Market Activities’

66

INTERPRETATION

1. PERCENTAGE WITHIN ‘COMPANY’

A. Eureka Forbes : Among the total 50 respondents

The view of respondents toward market activities was found, Road show-44% (22),

Visual Merchandising-36% (18), Others- 20 %( 3)

B. Hul : Among the total 14 Pure it (Hul) users

The view of respondents toward market activities was found, Road show-35,7% (5),

Visual Merchandising-42.9% (6), Others- 21.4 %(10)


67

The view of respondents toward market activities was found, Road show-50% (5), Visual

Merchandising-40% (4), Others- 10 %( 1)

D. Philips Among the total 10 Philis users

The view of respondents toward market activities was found, Road show-60% (6), Visual

Merchandising-20% (2), Others- 20 %( 2)

E. Whirlpool: Among the total 7 Whirlpool users

The view of respondents toward market activities was found,

Road show-71.3% (5), Visual Merchandising-14.3% (1), others- 14.3 %( 1)

F. Any Other : Among the total 9 any Other water Purifier users

The view of respondents toward market activities was found, Road show-66.7% (6),

Visual Merchandising-22.2% (2), others- 11.1 %( 1)

2. PERCENTAGE WITHIN ‘MARKET ACTIVITIES’

A. Road Show: Among the total 49 respondents, who saw the road show of water

Purifiers.The percentage of road show of Eureka Forbes , Hul , kent , Philips , whirlpool and

any other water purifiers was found 44.9% (22), 10.2% (5), 10.2 % (5), 12.2 % (6), 10.2 %

(5), 12.2 % (6) respectively.

B. Visual Merchandising: Among the total 33 respondents, who saw the visual

merchandising of water Purifiers. The percentage of visual merchandising of Eureka

Forbes , Hul , kent , Philips , whirlpool and any other water purifiers was found 54.5% (18),

18.2% (6), 12.1 % (4), 6.1 % (2), 3.0 % (1), 6.1 % (2) respectively.

C. Any other: Among the total 18 respondents, who saw the other market activities of water Purifiers.The percentage of any other market activities of Eureka Forbes , Hul , kent , Philips , whirlpool and any other water purifiers was found 56.6% (10), 16.7% (3), 5.6 % (1), 11.1 % (2), 5.6 % (1), 5.6 % (1) respectivelyTable 5.15: Cross tabulation between ‘Company and Cost Price of Water Purifier’

Which company

Cost

Total

Rs1000-Rs 5000

Rs5000-Rs10000

Rs 10000-Rs15000

Above Rs 15000

Eureka Forbes

22 14 8 6 50

68

Hul 6 3 4 1 14

Kent 3 3 1 3 10

Philips 3 4 1 2 10

Whirlpool 1 0 3 3 7

Anyother 2 3 3 1 9

Total 37 27 20 16 100

Fig 5.15: Cross tabulation between ‘Company and Cost Price of Water Purifier’

INTERPRETATION

69


A. Eureka Forbes: Among the total 50 respondents

The view of respondents toward cost of water purifier they are using and wants to use

was found,

Rs 1000 to Rs 5000-44 % (22), Rs 6000 to Rs 10000-28 %( 14), Rs 11000 to Rs 15000-

16% (8), Above Rs 15000-12% (6)

B. Hul: Among the total 14 Pure it (Hul) users


was found,

Rs 1000 to Rs 5000-42.9 % (6), Rs 6000 to Rs 10000-21.3 %( 3), Rs 11000 to Rs 15000-

28.6% (4), Above Rs 15000-7.1% (1)



was found,

Rs 1000 to Rs 5000-30 % (3), Rs 6000 to Rs 10000-30 %( 3), Rs 11000 to Rs 15000-10%

(1), Above Rs 15000-30% (3)

D: Philips Among the total 10 Philis users


was found,

Rs 1000 to Rs 5000-30 % (3), Rs 6000 to Rs 10000-40 %(4), Rs 11000 to Rs 15000-10%

(1), Above Rs 15000-20% (2)


70


was found,

Rs 1000 to Rs 5000-14.3 % (1), Rs 6000 to Rs 10000-0 %(0), Rs 11000 to Rs 15000-

42.9% (3), Above Rs 15000-42.9% (3)

F. Any Other : Among the total 9 any Other water Purifier users


was found,

Rs 1000 to Rs 5000- 22.2% (2), Rs 6000 to Rs 10000-33.3 %( 3), Rs 11000 to Rs 15000-

33.3% (3), Above Rs 15000-11.1% (1)

2.PERCENTAGE WITHIN ‘COST’

A.Rs 1000-Rs 5000: Among the total 37 respondents

The percentage of respondents who are using Eureka Forbes, Hul, Kent, Philips,

Whirlpool and any other company’s water purifier, the cost of Rs 1000-Rs 5000 was

found 59.5 %(22),16.2 % (6),81.1 % (3),81.1% (3),2.7 % (1),5.4% (2) respectively.

B. Rs 5000-Rs 10000: Among the total 27 respondents



found 51.9 %(14),11.1 % (3),11.1 % (3),14.8% (4),0 % (0),11.1% (3) respectively.

C. Rs 10000-Rs 15000: Among the total 20 respondents



found 40 %(8),20 % (4),5 % (1),5% (1),15 % (3),15% (3) respectively.

D. Above than Rs 15000: Among the total 16 respondents

71


Whirlpool and any other company’s water purifier, the cost of above Rs 15000 was

found 37.5 %(6),6.3 % (1),18.8 % (3),12.5% (2),18.8 % (3),6.3% (1) respectively.

Table 5.16: Cross tabulation between ‘Have a water purifier and Cost Price of Water Purifier’

Have a

water

Purifier

Cost Total

Rs1000-Rs

5000

Rs5000-

Rs10000

Rs 10000-

Rs15000

Above Rs

15000

Yes 17 12 8 11 48

No 20 15 12 5 52

Total 37 27 20 16 100

Fig 5.16: Cross tabulation between ‘Have a water purifier and Cost Price of Water Purifier’

72

INTERPRETATION

1.PERCENTAGE WITHIN WATER PURIFIER

A.Yes: Among the total 48 respondents have water purifier

The percentage of respondents are using cost of water purifier Rs 1000-Rs 5000 was

found 35.4 % (17)


found 25 % (12)

73


found 16.7 % (8)

The percentage of respondents are using cost of water purifier above Rs 15000 was found

22.9 % (11)

B.No: Among the total 52 respondents don’t have water purifier

The percentage of respondents who wants to buy water purifier from Rs 1000-Rs 5000 (if

they will use water purifier in future) was found 38.5% (20)

The percentage of respondents who wants to buy water purifier from Rs 5000-Rs 10000

(if they will use water purifier in future) was found 28.8 % (15)

The percentage of respondents who wants to buy water purifier from Rs 10000-Rs 15000

(if they will use water purifier in future) was found 23.1% (12)

The percentage of respondents who wants to buy water purifier from more than Rs 15000

(if they will use water purifier in future) was found 9.6 % (5)

2.PERCENTAGE WITHIN COST OF WATER PURIFIER

A. Among the total 37 respondents, view about cost of Rs 1000- Rs 5000 water purifier

Yes: The percentage of respondents who are using water Purifier, cost of Rs 1000-Rs

5000 was found 45.9 %( 17)

No: The percentage of respondents who are not using water Purifier, cost of Rs 1000-Rs

5000 was found 54.1% (20)

B. Among the total 27 respondents, view about cost of Rs 5000- Rs 10000 water

purifier


10000 was found 44.4 %( 12)

74

No: The percentage of respondents who are not using the water Purifier, cost of Rs

5000-Rs 10000 was found 55.6 % (15)

C . Among the total 20 respondents, view about cost of Rs 10000- Rs 15000 water

purifier


15000 was found 40 % (8)

No: The percentage of respondents who are not using water Purifier, cost of Rs 10000-

Rs 15000 was found 60 % (12)

D. Among the total 20 respondents, view about cost of more than Rs 15000 water

purifier

Yes: The percentage of respondents who are using water Purifier, cost of more than Rs

15000 was found 68.8 % (11)

No: The percentage of respondents who are not using the water Purifier, cost of more

than Rs 15000 water Purifier was found 31.2 % (5)

75

Table 5.17: Cross tabulation between ‘Which Company and Prefer to buy the product’

Which company Prefer to buy the product Total

Retail Outlet Franchisee Dealer

Demo at your doorstep


Hul 4 2 8 14

Kent 4 4 2 10

Philips 3 5 2 9

Whirlpool 2 4 1 7

Any other 2 5 2 9

Total 30 30 40 100

Fig 5.17: Cross tabulation between ‘Which Company and Prefer to buy the product’

76

INTERPRETATION


A. Eureka Forbes: Among the total 50 respondents

The percentage of respondents toward prefer to buy the water purifier from retail outlet

was found 26 %( 13).The percentage of respondents toward 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


was found 35.7 %( 5).The percentage of respondents toward prefer to buy the water

77


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





D: Philips Among the total 10 Philis users







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


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

78

toward prefer to buy the water purifier from Demo at your door step was found 22.2 %

(2)

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

79

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 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)

80

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 Hyderabad and Secundrabad 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.

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.

81

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 product.

Should focus more on brand awareness.

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

82

BIBLIOGRAPHY

www.businessknowhow.com

www.articlesnatch.com

www.vmmg.net

www.indiastat.com

www.business.com

www.bizgroethlive.com

www.1888articles.com

www.MastersofSuccess.biz

www.EzineArticles.com

www.getclientsnow.com

83

http://www.getclientsnow.com/

http://www.EzineArticles.com/

http://www.MastersofSuccess.biz/

http://www.1888articles.com/

http://www.bizgroethlive.com/

http://www.business.com/

http://www.indiastat.com/

http://www.vmmg.net/

http://www.articlesnatch.com/

http://www.businessknowhow.com/

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 □ Kent water purifier

□ Hul □ Philips

□ Whirlpool □Any other

3. Does your water purifier consume electricity?

□ 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 □ Don’t 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

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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 :

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For other information, go to http://www.dasranjan.blogspot.com/U will find more number of slides, imeages, ppts & more things…. Thank you

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A Study on marketing mix & competitive analysis of “Pure it” (HUL)

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