Project Report

A

Project Study Report

On

Training Undertaken at

“SALES CHANNEL & COMPETITIVE ANALYSIS OF HINDUSTAN UNILEVER “PURE IT”

Submitted in Partial fulfillment for the

Award of degree of

Master of Business Administration

Submitted By: Submitted To:

HEMENDRA TAILOR

MBA 3rd Semester Assistant Professor of MBA Department

2010-12

SUBODH INSTITUTE OF MANAGEMENT

AND

CAREER STUDIES ,

JAIPUR

Preface

The underlying aim of the seminar on contemporary issue as an integral part of M.B.A

program is to give presentation by the students on the issue. The topic of my seminar is

“Distribution Channels of Water Purifier Industries” contains complete information about

the distribution channel of water purifier industries. How much risk is involved in water

purifier industries? It gives types of Products, the earlier performance, the factors

affecting mutual knowledge about in which funds a person should invest to maximize his

wealth.

ACKNOWLEDGEMENT

I express my sincere thanks to my project guide Ms. Swati Tiwari (Faculty of MBA) Department for guiding me right from the inception till the successful completion of the

project. I sincerely acknowledge her for extending her valuable guidance, support for

literature, critical reviews of project and the report and above all the moral support she

had provided me with all stages of this project.

I would also like to thank the supporting staff of Hindustan Uniliver Pure it for their

help and cooperation throughout the project.

HEMENDRA TAILORMBA Third Semester

COPY OF TRAINING CERTIFICATE:

INDEX

S.N. TOPICSP.N

.01. INTRODUCTION OF WATER INDUSTRY

02. INDUSTRY PROFILE OF HINDUSTAN UNILEVER LTD.

03. FINANCIAL OVERVIEW OF HINDUSTAN UNILEVER LTD.

04. INTRODUCTION OF HUL Pure it WATER PURIFIER

05. CHANGE IN DISTRIBUTION CHANNELS OF PURE IT

06. BOARD OF DIRECTORS IN HINDUSTAN UNILEVER LTD

07. SWOT ANALYSIS OF HUL Pure it

08. INTRODUCTION OF PROJECT

09. OJECTIVE, METHODOLOGY & DATA COLLECTION

10 SELLING STRATEGY ADOPTED

11. PRODUCT SEGMENTATAION

12. COMPATATIVE ANALYSE OF HUL Pure it

13. LIST OF COMPETITORS OF Pure it

14. SOURCES OF INFORMATION FOR COMP. ANALYSIS

15. FEATURE COMPARISIONS OF HUL Pure it

16. DATA PRESENTATION & ANALYSIS

17. CONCLUSION

18. RECOMMENDATION

19. BIBLIOGRAPHY

20. QUESTOINNAIRE

1. INTRODUCTION OF WATER INDUSTRY:

(Distilled water, Packaged Drinking water, Hydropower, Ice, Mineral water,

Safe water etc)

Water is a key to social equity to environmental stability and to cultural diversity. Water

is also firmly linked with health. Pure and safe drinking water has always been a

necessity. The tradition and style of serving drinking water, in India, has however

changed quite dramatically during the last decade. Almost a decade ago, the

introduction of bottled water or “packaged mineral water” has changed the tradition of

serving and consuming drinking water. This has ushered in very strongly, the use of

polymers or plastics as materials for water storage and distribution.

The categories of bottled water in India are Packaged Natural Mineral Water and

Packaged Drinking Water .Bottled water industry, colloquially called, the mineral water

industry, is a symbol of new life style emerging in India. The packaged drinking water in

India, which is estimated at Rs.850 corers with over 200 brands floating in the market,

most of which have restricted territorial distribution. This is a growing market in India as

quality consciousness among the consumers is on the rise. The bottled water market is

growing at a rapid rate of around 20%.At this growth rate, the Rs 7000million per year

market is estimated to overtake the soft drinks market soon. Multinationals, Coca-Cola,

Pepsi, Nestle and others are trying to grab a significant share of the market. There are

more than 180 brands in the unorganized sector.

The small players account for nearly 19% of the total market. The per capita

consumption of bottled water in India is less than half a liter per year, compared to 111

liters in France and 45 liters in the US. These points to the future potential beyond the

high growth.

Major Players with their brands include Parle Export which introduced Bisleri in India 25

years ago, Parle Agro with Bailley, Godrej Foods with its Golden Valley, Coca-Cola with

Kinley, PepsiCo with Aquafina, Nestle India with Perrier, Mohan Meakins and SKN

Breweries entered the market with Golden Eagle and Penguin mineral water,

respectively.Nonetheless,Bisleri and Bailley,both of Parle Origin ,enjoy about 50%

market share and has become almost generic with the product. The premium bottled

water market in India has brands like Evian,San Pelligrino,Perrier.

In the market for water purifiers, while Aquaguard from Eureka Forbes, remains the

market leader, several others have made it to the market place Usha Shriram with its

Brita water Purifier already established, has launched India’s first digital water purifier-

the water guard Digital in collaboration with Brita GmbH of Germany. HLL has also

forayed into the water business, with its water purifier device called Pure.

Water Purifiers (residential segment) are growing at 22-25% annually. A high growth

rate indicates a good future potential in these sectors. It is a Rs 5 to 6 billion industry,

with Aquaguard cornering more than 50% of the market. The rest is divided among Kent

RO, Pentair, Ion Exchange and Others.

Each detailed project reports cover all the aspects of business, from analyzing the

market, confirming availability of various necessities such as plant & machinery, raw

materials to forecasting the financial requirements. The scope of the report includes

assessing market potential, negotiating with collaborators, investment decision making,

corporate diversification planning etc. in a very planned manner by formulating detailed

manufacturing techniques and forecasting financial aspects by estimating the cost of

raw material, formulating the cash flow statement, projecting the balance sheet etc.

We also offer self-contained Pre-Investment and Pre-Feasibility Studies, Market

Surveys and Studies, Preparation of Techno-Economic Feasibility Reports,

Identification and Selection of Plant and Machinery, Manufacturing Process and or

Equipment required, General Guidance, Technical and Commercial Counseling for

setting up new industrial projects on the following topics.

2. INDUSTRY PROFILE (HINDUSTAN UNILEVER LIMITED):

The mission that inspires HUL's 36,000 employees, including over 1,350 managers, is

to "add vitality to life." HUL meets every day 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 380,000 individual

shareholders and financial institutions.

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 in close to 80 factories. The operations

involve over 2,000 suppliers and associates. HUL's distribution network, comprising

about 7,000 redistribution stockiest directly covers the entire urban population, and

about 250 million rural consumers.

HUL has traditionally been a company, which incorporates latest technology in all its

operations. The Hindustan Lever Research Centre (HLRC) was set up in 1958, and now

has facilities in Mumbai and Bangalore. HLRC and the Global Technology Centers in

India have over 200 highly qualified scientists and technologists, many with post-

doctoral experience acquired in the US and Europe.

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 Over the last three years the company has embarked on

ambitious programs, 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 Program, and creating

access to relevant information through the iShakti community portal. The program now

covers about 50,000 villages in 12 states. HUL's vision is to take this program to

100,000 villages impacting the lives of over a 100 million rural Indians.

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

Program endeavor theirs to induce adoption of hygienic practices among rural Indians

and aims to bring down the incidence of diarrhea. It has already touched 70 million

Peoples in approximately 15000 villages of 8 states the vision is to make a billion

Indians feel safe and secure. If Hindustan Lever straddles the Indian corporate world, it

is because of being single-minded in identifying itself with Indian aspirations and needs

in every walk of life.

HINDUSTAN UNILEVER LIMITED INDIA’S LARGEST FMCG COMPANY:

3. FINANCIAL OVERVIEW OF HINDUSTAN UNILEVER LTD :

4. INTRODUCTION OF HINDUSTAN UNILEVER PUREIT WATERPURIFIER:

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’s unique Germ kill 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,

odorless 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).The performance of Pure it has also been tested by leading

scientific and medical institutions in India and abroad. This patented technological

breakthrough has been developed by HUL. This state-of –the-art engineering developed

by a team of over 100 Indian and international experts from HUL and Unilever Research

Centers has made Pure it possible at the consumer price of just Rs. 2000

Pure it runs with a unique ‘Germ kill Battery Kit’™ that typically lasts for 1500 liters* of

water. The ‘Germ kill Battery Kit is priced at Rs.365. This means consumers will get 4

liters of water that is ‘as safe as boiled water’ ™ for just one rupee, which works out to

an extremely affordable 24 paisa per liter.

Pure it in-home purification system uses a 4 stage purification process to deliver “as

safe as boiled water” without the use of electricity and pressurized tap water. Pure it

purifies the input drinking water in four stages, namely;

Micro-fiber Mesh TM - Removes visible dirt

Compact Carbon Trap TM - removes remaining dirt, harmful parasites & pesticide

impurities

Germ kill Processor TM – uses 'programmed chlorine release chlorine technology' 

and its stored germ kill process targets and kills harmful virus and bacteria

Polisher TM – removes residual chlorine and all disinfectant by-products, giving

clear odorless and great tasting water

Battery Life Indicator - Ensures total safety because when the germ kill power is

exhausted, the indicator turns red, warning you to replace the battery

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.

5. CHANGE IN DISTRIBUTION CHANNELS – WATER PURIFIERS :

Water Purifiers as a segment has seen a lot of activity in the last few years. It has seen

the entry of many new players like HUL with it's Pure it brand, Kent RO and

even Philips has entered into this business, apart from the old horse Eureka Forbes .

The reason why the segment has attracted so many new players is the growth potential

that the segment has shown with increasing awareness among the consumers about

waterborne diseases and increasing health and hygiene consciousness.

Traditionally the water purifiers were sold through the direct sales route, where the sales

man would make direct sales calls to the consumers and sell the product. Infect at one

point in time Eureka Forbes use to be seen as a training ground for budding sales

professionals, but now it is said that companies might move out of the direct sales

model. Direct selling is a time tested way of selling and one wonders why that should be

changed, I could think of a few reasons,

First, could be the increased awareness on the part of the consumers in terms of water

purifier as a category. In the initial days the selling process also required educating the

consumer in terms of waterborne diseases and product benefits, which may not be that

essential part of the sales process today. The consumers might find it far more easier

and convenient to go and purchase from a retailer than a direct sales person coming to

his/her home

Second, the emergence of competition has also lead to change in the dynamics of the

industry. Both HUL and Philips have strong distribution networks for their products and

thus for them the direct sales model would actually mean adding an additional channel

of distribution. And last but not least would the emergence and growth of organized

retail in the country, which provides the water purifiers with a right contact point to reach

its consumers

It remains to be seen if Eureka Forbes would stick to its direct sales model or change in

response to the changing preferences of its consumer and competition.

Water Purifiers as a segment has seen a lot of activity in the last few yeas. It has seen

the entry of many new players like HUL with its Pure it brand, Kent RO and

even Philips has entered into this business, apart from the old horse Eureka Forbes .

The reason why the segment has attracted so many new players is the growth potential

that the segment has shown with increasing awareness among the consumers about

waterborne diseases and increasing health and hygiene consciousness.

Traditionally the water purifiers were sold through the direct sales route, where the sales

man would make direct sales calls to the consumers and sell the product. Infect at one

point in time Eureka Forbes use to be seen as a training ground for budding sales

professionals, but now it is said that companies might move out of the direct sales

model. Direct selling is a time tested way of selling and one wonders why that should be

changed, I could think of a few reasons,

First, could be the increased awareness on the part of the consumers in terms of water

purifier as a category. In the initial days the selling process also required educating the

consumer in terms of waterborne diseases and product benefits, which may not be that

essential part of the sales process today.

Second, the emergence of competition has also lead to change in the dynamics of the

industry. Both HUL and Philips have strong distribution networks for their products and

thus for them the direct sales model would actually mean adding an additional channel

of distribution. And last but not least would the emergence and growth of organized

retail in the country, which provides the water purifiers with a right contact point to reach

its consumers

It remains to be seen if Eureka Forbes would stick to its direct sales model or change in

response to the changing preferences of its consumer and competition.

6. BOARD OF DIRECTORS OF HUL LIMITED:

Mr. Harish ManwaniChairman

Mr. Nitin ParanjpeManaging Director and Chief Executive Officer

Mr. Sridhar Ramamurthy

Executive Director, Finance & IT and Chief Financial Officer

Mr. D. S. ParekhIndependent Director

Mr. A. NarayanIndependent Director

Mr. S. RamadoraiIndependent Director

Dr. R. A. MashelkarIndependent Director

Mr. Gopal VittalExecutive Director,

Home & Personal Care

Mr. Pradeep BanerjeeExecutive Director, Supply Chain

7. SWOT ANALYSIS

STRENGTH: 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.

WEAKNESSES: HUL market dominance, originating from its extensive

reach and strong brand presence, allowed it to raise the prices even as raw

materials were getting cheaper. Hence, though the volumes decreased, the

margins grew, and company was able to earn more profits. But higher

margins attracted competition in areas of operations. HUL strategy remained

focused on creating power brands and earning higher margins. It was not left

with any other option but to try cutting down the costs in order to protect

volumes, if not increase it.

OPPORTUNITIES: India is one of the world's largest producers of FMCG

goods but its exports are miniscule as compared to production. Though Indian

Cos. has been going global, their focus is more towards Asian countries

because of the similar preferences. HUL is one of the top companies

exporting FMCG goods from India. An expansion of horizons towards more

and more countries would help HUL grow its consumer base and henceforth

the revenues. Penetration levels for some major categories like skin-cream

(22%), shampoo (38%), toothpaste (48%) and processed foods, continue to

remain low offerings but great growth opportunities products

THREATS: ITC has reduced its dependence on the cigarettes business -

Contribution of the core business in revenues has come down from 87% in

FY99 to 70% in FY’05. Over a period of five years, ITC has extended its

presence into areas like foods, retailing, hotels, greetings, agriculture, paper,

etc. These are businesses that can give it growth impetus in the long run.

With ITC gaining momentum in each of these businesses, it is turning into a

consumer monolith, and hence, the greatest threat to HUL's Business.

7. INTRODUCTION OF PROJECT:

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:-

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

OBJECTIVES:

The followings are the main objectives of this research project:

How to increase productivity of sales in Kiosks

Competitive analysis of ‘PURE IT’

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.

9. 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

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: Jayanti Market (Jaipur) and Sanganer (Jaipur)

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 Sanganer and Jaipur city area

not all but only 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

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.

10. 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)

11. 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:

(1)Pure it compact – Rs 1000 /-

(2)Pure it M05 Model – Rs 2000 /-

(3)Pure it Auto fill –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

My Study is confined to 100 respondents.

Research is done only in some parts of Hyderabad

Respondents Fatigue.

Researcher inexperience.

Language (Telugu)

12. 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.

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.

13. 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

4. KENT

5. USHA BRITA

6. ALFAA

7. KENSTAR

8. HI-TECH

9. ZERO B

10.MODI DURANT

11.HEMKUND

12.GODREJ

13.TATA SWACH

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 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 fore cast the returns that may be made from future investments.

14. 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)

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

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.

15. FEATURE COMPARISON OF HUL PURE IT:

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 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 Pure its initial price of Rs. 2000 and the ongoing price of

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

because Pure it doesn’t need expensive gas, doesn’t need electricity, doesn’t need

maintenance.

Cost comparison across purification methods

Method of purification Paisa/Liter

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

16. DATA PRESENTATION & ANALYSIS

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

FREQUENCY TABLE

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

4852

PERCENTAGE

YesNo

Yes No46

47

48

49

50

51

52

48

52

FREQUENCY

Frequency

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.

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”

Eureka Forbes

HUL Pure itKent

Philips

Whirlpool

Any Other

05

101520253035404550

50

14 10 10 7 9

FREQUENCY

FREQUENCY

50

14

10

10

79

PERCENTAGE

Eureka Forbes

HUL Pure it

Kent

Philips

Whirlpool

Any Other

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

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

Yes No0

10

20

30

40

50

60

70

80

72

28

FREQUENCY

Frequency

72

28

PERCENTAGE

YesNo

INTERPRETATION

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’.

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 “

Yes No Don't Know0

10

20

30

40

50

60

70

80

78

12 10

FREQUENCY

FREQUENCY

78

12

10PERCENTAGE

Yes No

Don't Know

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

have given their view ‘don’t know’.

TASTE GOOD,ODORLESS

LOOKS CLEAR

FREQUENCY 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

Yes No Don't Know0

10

20

30

40

50

60

70

80

80

9 11

FREQUENCY

Frequency

80

9

11PERCENTAGE

Yes No

Don't Know

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

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.

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

Rs. 1000-

Rs. 5,000

Rs. 6,000-

Rs. 10,000

Rs. 11,000-

Rs. 15,000

More than Rs. 15,000

05

10152025303540

3727

20 16

FREQUENCY

FREQUENCY

37

27

20

16

FREQUENCY

Rs. 1000- Rs. 5,000

Rs. 6,000- Rs. 10,000

Rs. 11,000- Rs. 15,000

More than Rs. 15,000

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

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).

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

Yes No0

10

20

30

40

50

60

70

64

36

FREQUENCY

FREQUENCY

64

36

PERCENTAGE

YesNo

INTERPRETATION

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.

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

Retail Outlet

Franchisee Dealer

Demo at your d

oorstep

05

101520253035404550

3021

49

FREQUENCY

Frequency

30

21

49

PERCENTAGE

Retail Outlet

Franchisee Dealer

Demo at your doorstep

INTERPRETATION

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.

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

6 Months 1 year 2 Year0

5

10

15

20

25

30

35

40

45

43 40

17

FREQUENCY

Frequency

43

40

17

PERCENTAGE

6 Months 1 year

2 Year

INTERPRETATION

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.

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

Price Health & Safety Both0

5

10

15

20

25

30

35

40

45

16

3945

FREQUENCY

Frequency

16

39

45

PERCENTAGE

Price Health & Safety

Both

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.

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).

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

Road Show

Visual Mercha

ndi...Others

0

10

20

30

40

50

60

55

3015

FREQUENCY

FREQUENCY

5530

15

PERCENT

Road Show

Visual Merchandising

Others

INTERPRETATION

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

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

Eureka Forbes

Hul kent Philips Whirlpool Any Other0

5

10

15

20

25

30

35

40

45

50

45

9 9 84 5

1

2 1 12 2

4

30 1

1 2

Don’t KnowNoYes

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:

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

Which Company Service after sales Total

Yes No

Eureka Forbes 30 20 50

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’

Eureka Forbes

Hul Kent Philips Whirlpool Any Other0

5

10

15

20

25

30

35

40

45

50

30

9 8 7 5 5

20

52 3

2 4

NoYes

INTERPRETATION

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)

E. 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)

F. 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)

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.

Which company

Market Activities

Total

Road Show Visual Merchandising

Others

Eureka Forbes 22 18 10 50

Hul 5 6 3 14

Kent 5 4 1 10

Philips 6 2 2 10

Whirlpool 5 1 1 7

Any other 6 2 1 9

Total 49 33 18 100

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

Eureka Forbes

Hul Kent Philips Whirlpool Anyother0

5

10

15

20

25

30

35

40

45

50

22

5 5 6 5 6

18

6 4 2 1 2

10

31 2

11

OthersVisual MerchandisingRoad Show

INTERPRETATION

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)

C. KENT : AMONG THE TOTAL 10 KENT USERS

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)

1. 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) respectively

Which

companyCost

Total

Rs1000-Rs 5000

Rs5000-Rs10000

Rs 10000-Rs15000

Above Rs 15000

EUREKA

FORBES

22 14 8 6 50

HUL 6 3 4 1 14

KENT 3 3 1 3 10

PHILIPS 3 4 1 2 10

WHIRLPOOL 1 0 3 3 7

ANY OTHER 2 3 3 1 9

Total 37 27 20 16 100

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

Eureka Forbes Hul Kent Philips Whirlpool Anyother0

5

10

15

20

25

30

35

40

45

50

22

6 3 3 1 2

14

33 4

03

8

4

1 1

33

6

1

3 23

1

Above Rs 15000Rs 10000-Rs15000Rs5000-Rs10000Rs1000-Rs 5000

INTERPRETATION

1. PERCENTAGE WITHIN ‘COMPANY’

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

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

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)

C. KENT : AMONG THE TOTAL 10 KENT USERS

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

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

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

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)

E. WHIRLPOOL: AMONG THE TOTAL 7 WHIRLPOOL USERS

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

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

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

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

Whirlpool and any other company’s water purifier, the cost of Rs 5000-Rs 10000 was

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

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

Whirlpool and any other company’s water purifier, the cost of Rs 10000-Rs 15000 was

found

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

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

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

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.

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’

Yes No0

10

20

30

40

50

60

Above Rs 15000Rs 10000-Rs15000Rs5000-Rs10000Rs1000-Rs 5000

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)

The percentage of respondents are using cost of water purifier Rs 5000-Rs 10000 was

found 25 % (12)

The percentage of respondents are using cost of water purifier Rs 10000-Rs 15000 was

found 16.7 % (8)

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

found 22.9 % (11)

C. 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

Yes: The percentage of respondents who are using water Purifier, cost of Rs 5000-Rs

10000 was found 44.4 %( 12)

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

Yes: The percentage of respondents who are using water Purifier, cost of Rs 10000-Rs

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, VIEWS 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)

Which

company

Prefer to buy the product Total

Retail Outlet Franchisee Dealer

Demo at your doorstep

EUREKA

FORBES

15 10 25 50

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’

Eureka Forbes

Hul Kent Philips Whirlpool Any other0

5

10

15

20

25

30

35

40

45

50

Demo at your doorstepFranchisee DealerRetail Outlet

INTERPRETATION

1. PERCENTAGE WITHIN ‘COMPANY’

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

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

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

purifier from Franchisee Dealer was found 50 %( 7).The percentage of respondents

toward prefer to buy the water purifier from Demo at your door step was found 7.1 %( 1)

C. KENT : AMONG THE TOTAL 10 KENT USERS

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

was found 20 %( 2).The percentage of respondents toward prefer to buy the water

purifier from Franchisee Dealer was found 40 %( 4).The percentage of respondents

toward prefer to buy the water purifier from Demo at your door step was found 20 %( 2)

D: PHILIPS AMONG THE TOTAL 10 PHILIS USERS

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

was found 30 %( 3).The percentage of respondents toward prefer to buy the water

purifier from Franchisee Dealer was found 50 %( 5).The percentage of respondents

toward prefer to buy the water purifier from Demo at your door step was found 10 %( 1)

E. WHIRLPOOL: AMONG THE TOTAL 7 WHIRLPOOL USERS

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

was found 0 %( 0)

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

Dealer was found 57.1 %( 4).The percentage of respondents toward prefer to buy the

water purifier from Demo at your door step was found 42.9 %( 3)

F. ANY OTHER : AMONG THE TOTAL 9 ANY OTHER WATER PURIFIER USERS

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

was found 22.2 % (2).The percentage of respondents toward prefer to buy the water

purifier from Franchisee Dealer was found 55.6 % (5).The percentage of respondents

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

(2)

2. PERCENTAGE WITHIN ‘PREFER TO BUY THE PRODUCT’

A. RETAIL OUTLET: AMONG THE TOTAL 30 RESPONDENTS

The percentage of people who prefer to buy the Eureka Forbes water Purifier from

Retail Outlet was found 52% (13).The percentage of people who prefer to buy the Hul

water Purifier from Retail Outlet was found 20 %( 5).The percentage of people who

prefer to buy the Kent water Purifier from Retail Outlet was found 8% (2).The

percentage of people who prefer to buy the Philips water Purifier from Retail Outlet was

found 12% (3).The percentage of people who prefer to buy the whirlpool water Purifier

from Retail Outlet was found 0 %( 0).The percentage of people who prefer to buy the

any other water Purifier from Retail Outlet was found 8% (2)

B. FRANCHISEE DEALER: AMONG THE TOTAL 30 RESPONDENTS

The percentage of people who prefer to buy the Eureka Forbes water Purifier from

Franchisee Dealer was found 49%(24).The percentage of people who prefer to buy the

Hul water Purifier from Franchisee Dealer was found 14.3% (7).The percentage of

people who prefer to buy the Kent water Purifier from Franchisee Dealer was found 8.2

% (4) .The percentage of people who prefer to buy the Philips water Purifier from

Franchisee Dealer was found 10.2 %( 5).The percentage of people who prefer to buy

the whirlpool water Purifier from Franchisee Dealer was found 8.2 % (4).The percentage

of people who prefer to buy the any other water Purifier from Franchisee Dealer was

found 10.2% (5)

C. Demo at your door step: Among the total 40 respondents

The percentage of people who prefer to buy the Eureka Forbes water Purifier from

Demo at your door step was found 43.8% (7).The percentage of people who prefer to

buy the Hul water Purifier from Demo at your door step was found 6.3 % (1).The

percentage of people 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)

17. CONCLUSION

I had conducted the market survey in the Jaipur city in Rajasthan.

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 Jaipur 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 Jaipur. 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.

18. 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

19. 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

20. 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 odorless, 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

8. Is your water purifier backed by dependable after sales service?

□ Yes □ No

8. Does your water purifier comes with warranty if yes how much?

□Six month □ One Year □ Two Year □ More than above

9. Have you recently come across any kind of marketing activities for purifiers?

□ Road shows □ Visual Merchandising □Others

10. Where do you prefer to buy a water purifier from?

□ Retail Outlets □ Franchisee dealers’ □ Demo at your doorstep

11. While buying any water purifier what comes to your mind first?

□ Price □ Health & Safety □ Both