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Water Purifiers in India1/28/2011 1
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1. Water & us
2. Water Purifiers, a snapshot
3. What is the Competition doing?
4. Understanding the Target Audience
5. The Product
6. The Research outcome
7. The proposed Proposition
8. The comprehensive communication strategy at launch
1/28/2011 2
The Agenda
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1/28/2011 3
The availability of clean water
is scarce, in India, and the
need and usage of clean water
is immeasurable, be it to wash
your face, hands and feet, or
taking a bath.
But for drinking purposes, pure water isabsolutely essential!
As is known, 80% of the diseases that
occur in our country are water-borne.
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Eureka Forbes AquaGuard is the dominant player in the market, followed by Kent,
Aquasure and PureIt.
Pricing is critical for success of a water purifier in the Indian market
Water purifier companies have also been focusing on advertising and after sales
service as a part of their marketing strategies
Sources: http://www.waterpurifiers.in /the-water-purifier-market-in-india-today.html, http://www.dare.co.in /opportunities /health-wellness /home-water-purifiers-business.htm
1/28/2011 4
Water Purifiers, its
Water Purifier market is valued at INR 9 bn in 2009 and is expected to grow significantly innear future. Penetration of Water Purifiers in India stands at 35% in Tier 1 cities and 11% in
Tier 2 cities. The market is dominated by the organized sector. Water purifiers generally use
chemical purification, ultraviolet treatment and filtration, or reverse osmosis techniques.
With more and more Indians becoming aware of the hazards of drinking impure water, the
demand for effective water purifiers is growing rapidly.
Drivers: Challenges: Scarcity of clean drinking water Lack of standards
Low penetration of water purifiers Low awareness levels
Increasing urbanization
Water borne diseases
Enhanced distribution
Increasing product portfolio
Rural expansion
Market
Drivers &
Challenges
Trends
Players
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AquaGuard leads by a margin, followed by Kent
Competition Overview
1/28/2011 5
HEALTHY FAMILY
With Hema Malini as their celebrity endorser,
theyve maintained their stance as the
protector of familys health
PAANI KA DOCTOR
AquaGuard has always been consistent in
communicating that theyre the water experts
PureIt, AquaSure and the rest.
Water pure enough for a baby
in the mother s womb.Claims to kill 1 crore viruses as
well as promoting convenience
as a payoff.
Consistently said they ensure
safe water. The latest ad says:Safe Water Insurance
2006
2007
2010
2007
2010
2009
2010
2009
2010
2008
2009
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1/28/2011 6Two key words: Safe & Pure
Two key words: Safe & Pure
Competition Overview
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Target Consumer
1/28/2011 7
Women.
25 years and above.
SECA,A+
Contemporary, modern, ambitious,
yet caring, multi-tasking, home-
makers.
They take decisions pertaining to the
house, its interiors, its necessities,whether theyre married or not.
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1/28/2011 8
Name: Nikita Sharma.
Age: 28
Journalist with TOI.
Recently married, stays in South Delhi (Saket or
Vasant Kunj) with her husband, who is a GM in the
corporate marketing division of an MNC.
She is quite social, mostly spends weekends withclose friends.
Brand conscious, but not flashy.
Woman of taste. Quite discerning. Would opt for
quality products
Drives an i20, while husband drives a Honda City.
Target Consumer
A psychographic sketch
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Target Consumer
1/28/2011 9
Women
Age: 25+
SEC: A, A+
They change their drinking water type
for health concerns as a primary reason.
Tap Water > Bottled Water > Purifier
Safety Tasty
= Trust
= RO
= International Brand
Past Present
Insights
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The key points so far
I. The demand for effective water purifiers is growing rapidly
II. Water purifier companies have to focus on advertising and after sales
service as a part of their marketing strategies
III. Two things that the category is talking about are Safety and Purity.
IV. Our primary target audience are the women of today, who are modern,
contemporary, and believe in the quality products.
1/28/2011 10
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Communication Strategy
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The Product
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1. Convenience
2. Hygiene
3. Purity
1. Convenience
2. Hygiene
3. Purity
1. Provide pure cold & hot water, instantly
2. Inside Care system (99.9% Sterilization), Stainless Steel Water tank
3. 4-Step RO Filter : Sedimentation / Pre-Carbon / RO / Post-Carbon
1. Provide pure cold & hot water, instantly
2. Inside Care system (99.9% Sterilization), Stainless Steel Water tank
3. 4-Step RO Filter : Sedimentation / Pre-Carbon / RO / Post-Carbon
Key benefits
Reason to believe
To create a proposition for the upscale market that would differentiate the
product from its competitors and be relevant to the target.
We also need to brand the product, which will give it a tech-edge personality.
To create a proposition for the upscale market that would differentiate the
product from its competitors and be relevant to the target.
We also need to brand the product, which will give it a tech-edge personality.
The challenge
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A brief look at the research
outcome
Concept test research
1/28/2011 13
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MethodologyMethodology
Respondents
Qualification
Respondents
Qualification
Sample
Composition
Sample
Composition
Housewives aged 25~54
Those who are decision makers of HA and have been main users
All respondents should bring their kitchen and water purifier photo
Housewives aged 25~54
Those who are decision makers of HA and have been main users
All respondents should bring their kitchen and water purifier photo
FGD + Face Sheet FGD + Face Sheet
Total : 4 Groups (10person per group)
Total : 4 Groups (10person per group)
TimeTime 2 hour 2 hour
AreaArea New Delhi New Delhi
Group Segment Income Level Recruitment Criterion
FGD 1
Perfect Carer (Classified
as per segmentation
tool)
Rich Households with
family income over INR
60,000 per month
Use Drinking water from RO/RO Hybrid
water purifier priced over INR13,000
Use Segmentation Tool for Classification
FGD 2
Taste Savvy (Classified
as per segmentation
tool)
Use Drinking water from RO/RO Hybrid
water purifier priced over INR13,000
Use Segmentation Tool for Classification
FGD 3
Intending Buyer of
Water Purifier in next 6months
Using Branded Bottled water (20- 25L)
for drinking at home.(May or may not own a water purifier)
FGD 4
Super Rich House hold
with Monthly income INR
300,000 and above
No requirement of type of drinking
water and water purifier ownership
F/WF/W Sep 15th ~ 16th in Hotel intercontinental Eros, Nehru Place Sep 15th ~ 16th in Hotel intercontinental Eros, Nehru Place
Research Design
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Directions from Research