A competitor analysis of different water brands in india

A

PROJECT REPORT ON

A COMPETITOR ANALYSIS OF DIFFERENT BRANDS OF
WATER PURIFIER

Submitted By:

SAURAV ROY CHOWDHURY
Roll No :-

MBA 2010-12

UNDER THE GUIDANCE OF

Mrs. Jnui Deb Mallick Datta
(Prof. Marketing)

IN PARTIAL FULFILMENT FOR THE AWARD OF THE DEGREE OF
MASTERS OF BUSINESS ADMINISTRATION
(MARKETING)

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DECLERATION

I, Saurav Roychowdhury, a student of MBA (2010-12) studying at IILM (International

Institute For Learning in Management), Kolkata, solemnly declare that the project work

titled- ‘A Competitor Analysis Of Different Brands Of Water Purifier” was carried out by

me at Hindustan Unilever Limited; Kolkata, in partial fulfillment of the MBA 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

Saurav Roy Chowdhury

MBA(049)

2010-12

2

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 Mrs. Pubali Sarkar 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 take this opportunity to express my deep sense of gratitude and appreciation to my project

guide Mrs. Juni Deb Mallick Datta (Prof marketing ) for assistance, motivation, and being a

continual source of encouragement for me.

I would like to thank Mr.Prosenjit Awan, Territory Sales Officer (TSO),HUL” Pure it”

Kolkata, for always helping me right from the beginning of the Project.

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.

Saurav Roy Chowdhury

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EXECUTIVE SUMMARY

Hindustan Unilever Limited is the Indian arm of the Anglo-Dutch Company –
Unilever. Both Unilever and HUL have established themselves well in the Fast
Moving Consumer Goods (FMCG) category. In India, the company offers many
households brands like, Dove, Lifebuoy, Lipton, Lux, Pepsodent, Ponds, Rexona,
Sunsilk, Surf, Vaseline etc. Some of its efforts were also rewarded when four of HUL
brands found place in the ‘Top 10 brands’ list for the year 2008 published in The
Economic Times.

Unilever was a result of the merger between the Dutch margarine company,
Margarine Unie, and the British soap-maker, Lever Brothers, way back in 1930.
For 70 years, Unilever was the undisputed market leader but now faces tough
competition from Proctor & Gamble and Colgate-Palmolive.

HUL is also known for its strong distribution network in India. In order to further
strengthen its distribution, HUL launched a Project SAFE WATER ZONE in 2003 in
Chennai. The idea behind this project was to protect lives to water borne disease
such as typhoid, jaundice and diarrhea. In 2007 water division started national. Now
it presents in all states and already protec
ted 15 million lives.

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TABLE OF CONTENT

Contents
COMPANY PROFILE .......................................................................................................... 8
AND .......................................................................................................................................... 8
INTRODUCTION ................................................................................................................. 8
Introduction to HUL ................................................................................................................ 10
Brands for life (Product Line) .................................................................................................. 13
INTRODUCTION TO PROJECT TOPIC............................................................................ 22
Competitive Analysis will help accomplish the following: ..................................................... 23
Product analysis (Pureit) .......................................................................................................... 27
A List of Competitors .............................................................................................................. 31
Why companies analyze competitors....................................................................................... 32
Competitor analysis has several important roles in strategic planning: ................................... 32
Sources of information for competitor analysis ....................................................................... 32
What businesses probably already know their competitors ..................................................... 33
What businesses would really like to know about competitors ............................................... 33
How a Pureit is better than other method of water purifier ..................................................... 34
COST COMPARISON ACROSS PURIFICATION METHODS .......................................... 35
SCOPE AND OBJECTIVE OF THE STUDY ........................................................................ 36
RESEARCH METHODOLOGY............................................................................................. 37
SWOT Analysis ....................................................................................................................... 41
Marketing Mix ......................................................................................................................... 42
DATA ANALYSIS& Interpretation ........................................................................................ 43
CROSS TABULATIONS ........................................................................................................ 56
CONCLUSION ..................................................................................................................... 83
RECOMMENDATIONS .................................................................................................... 85
Limitations Of Study................................................................................................................ 87
ANNEXURE ......................................................................................................................... 88
The Waterpurifier business ...................................................................................................... 93
(http://spoonfeedin.blogspot.in/2008/06/waterpurifier-business.html) ..................... 93
Village Financial Services and HUL tie up to sell Water Purifiers ......................................... 96

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LATEST INNOVATION IN WATER PURIFICATION AROUND THE WORLD............. 97
Forbes India: War for pure water ............................................................................................. 98
BIBLIOGRAPHY ................................................................................................................. 101

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TABLE OF ILLUSTRATION

7

COMPANY PROFILE

AND

INTRODUCTION

8

Company Profile

Type : Public company BSE:HUL

: Fast Moving Consumer Goods (FMCG)
Industry

Founded : 1933

: Mumbai, India
Headquarter

: Harish Manwani (Chairman),
Key people : Nitin Paranjpe (CEO and Managing
Director)

: Home & Personal Care, Foods, Water
Products
Purifier

: Rs 20,869.57 crore (US$ 4.45 billion) (2008-
Revenue
2009)

Employees : Over 65,000 direct & indirect employees

: Unilever Plc
Parent

Website : www.HUL.co.in

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Introduction to HUL

Hindustan Unilever Limited (HUL) is India's largest Fast Moving Consumer Goods
Company, touching the lives of two out of three Indians with over 20 distinct categories in
Home & Personal Care Products and Foods & Beverages.

The company‘s Turnover is Rs. 20, 239 crores (for the 15 month period – January 1, 2008 to
March 31, 2010).

HUL is a subsidiary of Unilever, one of the world‘s leading suppliers of fast moving
consumer goods with strong local roots in more than 100 countries across the globe with
annual sales of €40.5 billion in 2008. Unilever has about 52% shareholding in HUL

Hindustan Unilever was recently rated amongst the top four companies globally in the list of
“Global Top Companies” for Leaders‖ by a study sponsored by Hewitt Associates, in
partnership with Fortune magazine and the RBL Group. The company was ranked number
one in the Asia-Pacific region and in India.

The mission that inspires HUL's more than 15,000 employees, including over 1,400
managers, is to ―add vitality to life". The company 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 about
52 % of the equity.

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History

HUL was formed in 1933 as Lever Brothers India Limited and came into being in 1956 as
Hindustan Lever Limited through a merger of Lever Brothers, Hindustan Vanaspati Mfg.
Co. Ltd. and United Traders Ltd. It is headquartered in Mumbai, India and has employee
strength of over 15,000 employees and contributes for indirect employment of over 52,000
people. The company was renamed in June 2007 to “Hindustan Unilever Limited”.

The Anglo-Dutch company Unilever owns a majority stake (52%) in Hindustan Unilever
Limited. HUL was one of the eight Indian companies to be featured on the Forbes list of
World‘s Most Reputed companies in 2007

Heritage

HUL‘s heritage dates back to 1888, when the first Unilever product, Sunlight, was introduced
in India. Local manufacturing began in the 1930s with the establishment of subsidiary
companies. They merged in 1956 to form Hindustan Lever Limited (The company was
renamed Hindustan Unilever Limited on June 25, 2007).
The company created history when it offered equity to Indian shareholders, becoming the
first foreign subsidiary company to do so. Today, the company has more than three lakh
resident shareholders. HUL‘s brands -- like Lifebuoy, Lux, Surf Excel, Rin, Wheel, Fair &
Lovely, Sun silk, Clinic, Close-up, Pepsodent, Lakme, Brooke Bond, Kissan, Knorr,
Annapurna, Kwality-Walls - are household names across the country and span many
categories - soaps, detergents, personal products, tea, coffee, branded staples, ice cream and
culinary products.
They are manufactured in over 35 factories, several of them in backward areas of the country.
The operations involve over 2,000 suppliers and associates. HUL's distribution network
covers 6.3 million retail outlets including direct reach to over 1 million.

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Doing Well by Doing Good

HUL believes that an organization‘s worth is also in the service it renders to the community.
HUL focuses on hygiene, nutrition, enhancement of livelihoods, reduction of greenhouse
gases and water footprint. 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 relief and rehabilitation of the people
affected by the Tsunami disaster, in India.
HUL‘s Project Shakti is a rural initiative that targets small villages populated by less than
5000 individuals. 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 provides health and hygiene education through the Shakti Vani programme.The
program now covers 15 states in India and has over 45,000 women entrepreneurs in its fold,
reaching out to 100,000 villages and directly reaching to over three million rural consumers.
HUL also runs 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 120 million people in approximately
50, 676 villages across India.
If Hindustan Unilever 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.
Unilever products touch the lives of over 2 billion people every day – whether that's through
feeling great because they've got shiny hair and a brilliant smile, keeping their homes fresh
and clean, or by enjoying a great cup of tea, satisfying meal or healthy snack.

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Brands for life (Product Line)

Hindustan Unilever Limited has been the pioneer in the field of Food brand, Home care
brands, personal care brands, water purification systems, Nutrition, Health, Hygiene &
beauty products
The following are the basic products of Hindustan Unilever Ltd., which has always promised
to provide safe and healthy living.

 Food Brands.

 Home Care Brands.

 Personal Care Brands.

 Water Purification System.

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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.

Brooke Bond 3 Roses

Playful banter, a little mischief, serious conversation… there‘s no time for
young couples like the time spent sharing a cup of 3 Roses.

To keep a relationship going, every young couple needs a little time to talk

Annapurna

Partnering with the mom in nurturing her dreams, Annapurna Atta is
aimed at helping her provide wholesome tasty nutrition to her family.

Annapurna Atta is aimed at helping the homemaker provide wholesome, tasty nutrition
to her family.

Red Label

India‘s favorite cup of tea, the great taste of Red Label brings people closer
together and strengthens relationships.

The brew that bonds.
Brooke Bond Taaza

Brooke Bond Taaza lifts me and unshackles my mind, allowing me to see
and realize possibilities. The great refreshment of Taaza inspires women to
have an identity beyond their homes and to refresh their lives.

Taj - Mahal

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Brooke Bond Taj Mahal is an exclusive selection of teas for the discerning consumer.

A taste for the finer things in life. Taj Mahal is not just a cup of tea, it is a sensory
experience

Bru

Ek cup Bru aur mood ban jae…

Some moments in life are special and close to the heart. Bru makes
these moments with loved ones even more magical…Its India‟s largest coffee brand that
offers a range of products in Instant coffee, Conventional coffee and premixes....Its rich
aroma and unique blend makes every moment come alive…
Knorr.

Knorr helps families make meal times special, nutritious, tasty and
healthy

Kwality Wall‟s

A good honest scoop of daily pleasure.

. Kwality Wall‟s, the brand with a big heart, offers a range of delightful frozen desserts
that bring smiles to the faces of millions of Indians – kids, teens and adults. We do so
with our very popular brands - Cornetto, Feast, Paddle Pop, Selection & our award
winning parlour concept, Swirl‟s.

15

Home care brands

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

Active Wheel

Active Wheel de "Mehnat se Aazadi" Freedom from painful & tiring
laundry

Active Wheel enables consumers to perform laundry chores, giving “Great Clean”
within less effort.
Cif

Cif- the best cleaner to let you shine.

Cif- The World‟s leading cream cleaner which gives you the power to
deal with the toughest dirt is now in India.
Comfort

The world‘s largest fabric conditioner brand.

For most homemakers, ensuring their family's well-being is of utmost
importance. Every task, whether it‟s preparing a meal or washing the clothes, is an
expression of her love and affection for the family.
Domex

The sheer power of Domex bleach gives you the confidence you need,
eradicating all known germs.

The sheer power of Domex bleach gives you the confidence you need,
eradicating all known germs. With Domex, you can be absolutely certain that the job is
done.

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Rin

Rin provides ‗best in class whiteness‘ which is demonstrable.

Clothes talk for us. Rin plays an integral part in enabling us to look
good by providing demonstrably superior whites, giving us the confidence to realize our
ambitions.

Sunlight

Sunlight is a color care brand.

A dash of pink, a splash of yellow, a hint of purple and a bit of
orange. Colours can liven up any wardrobe and can make you look and feel
precious and if there‟s one detergent brand that‟s committed to colour care, it‟s
Sunlight

Surf Excel

Giving your kids the freedom to get dirty and experience life, safe in the
knowledge that Surf Excel will remove those stains.

When children go out to play and get dirty, they don't just collect stains. They
experience life, make friends, share with each other and learn from each other. This
helps them get stronger and get ready for the world outside
Vim

Created in 1885, the Vim brand is still innovating and using the magic
of natural ingredients to create unbeatable results over a hundred
years later.

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Personal care brands

Our 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.

Aviance

Aviance enables women actualize their unique potential through expert
customized beauty solutions.

The Aviance promise
Aviance believes that no two women are alike. A truly beautiful woman is constantly searching
for ways to express and celebrate her own individuality. Aviance was created to empower this
woman. Encourage her. And help her become all she can be.

Axe

Axe with Best Quality Fragrance.

AXE is a cool, iconic, youth brand available in more than 60 countries.
In India, Axe, which has been launched in 1999, is the largest selling Male Deodorant..
Breeze

Breeze, with the goodness of glycerin gives soft, fragrant and smooth skin.

Breeze makes use of a new revolutionary global technology which
enhances the impact of world class perfumes in a much larger way, apart from bringing
out the goodness of glycerine.

Clear

New Clear with Essential Oils, guarantees Zero dandruff and leaves your
hair feeling fabulous.

New Clear. Zero dandruff, Just fabulous hair

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Clinic Plus

Clinic Plus is India‘s largest selling shampoo and has won the trust the
millions of families across India.

Clinic Plus understands that healthy hair is an important asset which helps your family
progress in life and empowers you.

Closeup

Freshness that brings you Closer.

Closeup is synonymous with „Freshness‟ that gives you the confidence to be close to
someone.
Dove

Dove stands for real beauty. All around the world, Dove is making real
women feel more beautiful!

Since 1993, Indian women have relied on Dove for beautiful skin. Dove is known to be a
keeper of promises and has given real products to women world over.
Fair & Lovely

More than 30 years ago, a unique brand was born. Wrapped within a
humble lavender tube, it went on to become the World‘s No.1 Fairness
cream.

Hamam

Holistic skin care experiences perfected over the ages to deliver healthy,
beautiful skin

Hamam brings alive the wisdom behind time-less skincare rituals in convenient and
contemporary formats

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Lakme
Lakme is an ally to the Indian Woman and inspires her to express her
unique beauty and sensuality. Thus, enabling her to realize the potency of
her beauty.

“Lakme is the Indian woman‟s Beauty Sutra” – inspiring expression of her unique
beauty and sensuality

Lifebuoy

Lifebuoy is available in multiple variants in soaps and specialist formats
such as liquid handwash, catering to the entire family.
Lifebuoy, an undisputed market leader for 112 years, has a compelling
vision “to make 5 billion people across the world, feel safe and secure by meeting their
personal care hygiene & health needs

Liril

Awaken, and enliven your senses with a Liril bath.

Over time, Liril has come to be synonymous with the freshness
of limes, active energy and freedom of expression by its symbolic display of the
uninhibited female form.

Lux

Lux believes in passion for beauty. It continues to be a favorite with
generations of users for a sensuous experience of luxury.

Lux stands for the promise of beauty and glamour as one of India's most trusted
personal care brands.

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Pears

Pears – the purest and most gentle way to skincare!

Pears launched in India in 1902, exuberates a long heritage of purity.
It is so pure that you can actually see through it!

Pepsodent

Pepsodent India is committed to improve the overall Oral health of
Indians.

Pepsodent is a 15 year old brand that offers various oral care solutions to specific need
based solutions.

Pond‟s

Get the expert to look after your skin

Pond‟s, has been listening to women‟s needs and desires for 150 years
and this has enabled us to deliver new products customised to their needs. Pond‟s
accompanies them on their journey to enhance the beauty of their skin.

Rexona

Rexona gives you 24 hr protection from sweat and body odour and
therefore the confidence to handle whatever the day has in store.

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INTRODUCTION TO PROJECT TOPIC

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INTRODUCTION TO PROJECT TOPIC

India with a population of 120 crores is potentially one of the largest consumer markets in the
world. With urbanization and development of economy tested and interests of people changes
according as the advanced nation.
Marketing of any product depends upon the consumer‘s wants, preferences, and taste. In
market we‘ll consider things very carefully because FMCG is the essential consumer need
purchased by individual to fulfill the need and for refreshment also.
There‘re many ways to consumer awareness & sell water purifier products in the market like
dealers distribution, kiosk (canopy), d2d, cold call(referral, database..) etc.
Applying various tools and techniques every water purifier company like HUL, EURKA
FORBES, TATA, KENT etc. try to capture the market. .

To increase the sales of water purifier products initially, it is very important to conduct a

competitor 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. 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 . 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.
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Water Purifier-Pure it

Pureit is the world‘s most advanced in-home water purifier. Pureit, a breakthrough offering of
Hindustan Unilever (HUL), provides complete protection from all water-borne diseases,
unmatched convenience and affordability.

Pureit‘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.

Pureit not only renders water micro-biologically safe, but also makes the water clear,
odourless and good-tasting. Pureit does not leave any residual chlorine in the output
water.

The output water from Pureit 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 Pureit 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 Pureit possible at the consumer price of just Rs. 2000.

Pureit 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 litres
of water that is ‗as safe as boiled water‘ ™ for just one rupee, which works out to an
extremely affordable 24 paise per litre.

Pureit 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.

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Pureit purifies the input drinking water in four stages, namely;

1. Micro-fiber Mesh - Removes visible dirt

2. Compact Carbon Trap - Removes remaining dirt, harmful parasites & pesticide
impurities

3. Germ kill Processor – uses 'programmed chlorine release chlorine technology' and its
stored germ kill process targets and kills harmful virus and bacteria

4. Polisher – removes residual chlorine and all disinfectant by-products, giving clear
odourless and great tasting water

5. Battery Life Indicator - Ensures total safety because when the germ kill power is
exhausted, the indicator turns red, warning you to replace the battery

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Some basic facts on water Problems

 Infected water causes an estimated 80 percent, of disease in India, according to
the World Health Organization (WHO).

 About half the world‘s reported cases of polio, a crippling disease which is
waterborne, occur in India.

 Each year, diarrhea kills 500,000 Indian children.

 Water is pure at the source which is the municipal treatment plant. It comes to
your house through pipes.

 These pipes are very old and have rusted, which may be the cause of
contamination.

 Sewage lines are also in contact with underground water pipes.

 People also break open pipes at places to have access to water. These open
cracks allow contaminated matter to get inside the water pipes.

With the ever growing problem of safe drinking water faced in India, HUL has come with
a social initiative of providing safe and pure drinking water by means of Pureit, a quality
yet affordable water Pureit.

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Product analysis (Pureit)

Pureit- a water purifier designed and developed to provide ―as safe as Boiled
water‖
Performance
Pureit removes visible dirt, kills all viruses and bacteria, removes parasites and pesticide
impurities giving you water that is ‗as safes as boiled water‘
Additional Features:
 Great sensorial – Clear, odour -free water : removes organics, pesticides, suspended
matter (turbidity)

 Any time , any where performance : works

- Without electricity

- Without piped water

 Convenience – No hassles of boiling, No maintenance costs like plumbing

 Cost – Rs. 1/- for every 4 Liters of water

The Technology:
 Chlorination of water is a known fact & is used as a world wide phenomenon by
municipal corporations for supply of potable water.

 It kills all bacteria and viruses in water.

 However chlorine added I n water by these corporation is not done scientifically
especially in third world countries. Hence
the amount of chlorination may be more or
less depending on the quantity of water;
thus again making this water unsafe for
human consumption.

← Frame
← Non woven { polyester cloth filter}

27

MICRO FIBRE MASH
 Material – Non woven polyester
 Removes suspended particulate > 10 micron
 Reduces filtration load on CCT
 Average flow rate of 5 lit/min

COMPACT CARBON TRAP

 Material – intermediate activated
carbon
 Binder is used for holding the
carbon granules
 Removes particulate impurities <
10 micron
 Removes organic load – improves
taste of water
 Removes pesticides
 Removes cysts

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GERM KILL PROCESSOR

 Attached with batching chamber.

 Stored germ-kill power target and kill harmful viruses and bacteria

 Unique Auto Switch off Technology –
> After the battery life indicator turns fully red, the purifier will begin to
overflow from the battery life indicator on the front side.
> Some water may still pass through the purifier. However, please note that the
purifier has stopped purifying water & the water may no longer be safe for
drinking.
> The purifier has been designed to overflow to indicate that the battery has not
been replaced even after it has turned fully red.

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POLISHER

 Made by activated granular carbon and coated by silver.
 This design has reduced pressure drop, eliminating the level of fines coming in the
water and reduced wastage of plastics in battery
 Removes chlorine and disinfection by-products.
 Radial flow design – low pressure drop.
 Finally removes all odour, makes water visually clear & gives great tasting water

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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

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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 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.

32

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

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How a Pureit is better than other method of water purifier:-

Main Feature Pureit Boil Advance Advance
water UV inline Storage
Purifier Purifier

Remove/Kills Yes Must boil Yes No
 Viruses water
30-
 Bacteria
40minute
 Pesticides

End off life indicator Yes No Yes No

Auto switch off Yes No Yes No

18 ltr. Water storage Yes Yes No Yes
Capacity

Manual backup Yes Yes No Yes

Not require Gas Yes No Yes Yes

Not require electricity Yes Yes No Yes

Dual fill Facility Yes No No No
(Manual or Auto fill)

Better Taste of water Yes No Yes No
Removes Smell

34

COST COMPARISON ACROSS PURIFICATION METHODS

Cost comparison across purification methods

Method of purification paise/litre

Cost of Pureit water 24

Cost of Pureit water 35

Cost of boiling water 47

Cost of leading UV in-line purifier 64

Cost of 20 litres of leading bottled water 350

brand

Cost of 1 litre of leading bottled water brand 1200

35

SCOPE AND OBJECTIVE OF THE STUDY

This will help us to know the market tends demand and consumption patterns future
prospectus in term of potential growth consumer test and buying behavior for the HUL
product water purifier and the competitive aspect of the product in relation to other products
in the market. At the same time some bottlenecks and loopholes in the entire process could
also be taken into consideration for their solution as well as betterments. In short following
few aspects could be taken care of through this study:-

 To identify the attributes those compel the dealers to select the product..
 To study about the relationship and association of the household with the company.
 To identify the dealer‘s response towards brands they are dealing.
 Popularity of company product among customers.
 Competitive analysis of the product.
 To know about the awareness of drinking water used by various households.

OBJECTIVES:-
 The main objective of this project is to find, what are the steps Hindustan Unilever
Ltd. is adapting to be market leader and to differentiate itself from its competitors.

 Not, only product but it has to look upon the services and feed back from customers
also. It should do something to give after sales service and collect feed back from the
customers.

 Strength, Weakness, Opportunity and Threat.

 How to increase productivity of sales in Kiosks

 Competitive analysis of ‗PURE IT‘

36

RESEARCH METHODOLOGY
It‘s the way by which we collected data and used it to analysis the available fact for arriving
at a particular results and suggestion. Basically there are two ways of collecting the data
primary & secondary.

RESEARCH DESIGN
It consists of clean statement of the research problem procedures and information processing
and analysis of data collected. It includes hypothesis also.
I have used Descriptive Research which includes survey and fact-finding enquiries of
different kinds. The main characteristics of this method are that the researchers have no
control over the variables; he can only report what has happened or what is happening. The
major purpose of descriptive research is description of the state of affairs as exists as present.
 Problem to retailers with their respective FMCG Company.
 Taste and preference of retailers and consumers towards the brand.
 Strategy of different players in the market.
 Different schemes of different brands.

Descriptive research design: - alone with some exploratory research was applied which
descriptive the state of affairs as they subsists. Descriptive research was used in the study of
marketing strategies for the sale of company‘s product also studying about the parameters
which affect the competitiveness of the product.

Analytical research:- in this kind of research researcher uses facts or information which are
already available and analysis these for critical and rational facts of the past and present tends
in the demand and consumption, quality of product, packaging methods, supply and
distribution and analyzed them for critical result and suggestion some recommendation.

37

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)

Sampling design:

I. Selection of study area: Kolkata II. Selection of Sample size: 100

DATA ANALYSIS

Data become useful only affect they are properly analyzed. Data analysis involves covering‘s

as series of recorded observation i.e. data into descriptive statement and inference about

relationship. This task is helpful in identified the areas where the company each improve

further collected data was analysis by the use of simple statistic tools like percentage and

(univariate analysis) result have been represented by using bar chart columns and pie chart.

DATA COLLECTION
This was done by using:-
A. Primary data. These are the fast hand information as observation in leads to collect
through surveying as interviewing using questionnaire and schedules.

Questionnaire- it can be recognized as a schedule, interview from or measuring instrument is
a formalized set of question for obtaining information from the repaired. It is widely used in
consumer and industrial marketing research analysis.
B. Secondary data – these are the data which are already available in data which are already
available in usable forms various type secondary data used.
 Literature from various papers, journals, and magazines. E.g. News and Views
and paper India.
 Annual report (previous record of the company.)
 Internet surfing.
 Other official sources.
38

RESEARCH APPROACH

The research is based initially on an exploratory research & finally followed by descriptive
research.

RESEARCH INSTRUMENTS

The research instrument used in the study was predesigned up to designed questionnaire with
closed ended multiple choice & open-ended questions.

QUESTIONNAIRE

The questionnaire is by far the most common instrument in collecting primary data & the
questionnaire consists of question presented to respondent for their answers. The
questionnaire used a set of open-ended question.

SAMPLE SIZE

Sample size is 100 households
Type of research - Descriptive research (it includes facts findings service)
Statistical tools - Pie charts, bar diagrams etc.
Data collection - Through questionnaire

UNIVERSE

In the data of the sampling, large sample units are preferred to get the accurate outcome of
the research. I took few places from north Kolkata for my survey. Places covered are Dunlop,
Bali, Cossipore, Shyambazar etc.

39

SWOT Analysis

Strength
HUL Brand
Taste of Purified water
Low and mid price range
Better understanding to
customer

Opportunity
Changing consumer Weakness
preference Service facility
Awareness of people to Untrained PWE‘s
water borne diseases
Less color choices
Increasing demand for
water purifier

Threats
Hike in cost of production
due to hike in raw material
cost
Increasing distribution
Cost
Entry of new entrant- Tata
Swach etc.

41

Marketing Mix
PRODUCT PRICE

a) Easily available nationwide. a) Product price range divided into four
segments to target different audiences.
b)Easy to handle.
b) Low cost of maintenance and
c) Multiple products launched for each product consumable.
type. c) Best prices offered when compared
to other competitors.

PROMOTION PLACE

a)Active subscription immediately a) Urban educated India that cares for
their family.
b) Right time installation of products b) Areas prone to diseases.
C) Strategically chosen locations for catching
c) Properly repair services against paid AMC‘s.
the eye of potential consumers.
d) Service during contract period
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.

42

DATA ANALYSIS
&
INTERPRETATION

43

Q1. How do you treat your drinking water?
o Do nothing

o Boiled water

o Use electrical water purifier

o Use non electrical water purifier

Interpretation :-After the survey of 100 households:-
 Most of the peoples are using electric water purifiers

 This shows that people are more conscious about there health

 Only a few portion of the households are not using any kind of water purifiers

44

Q2. Do you know that 80% of the diseases in our country are water bound?
o Yes

o No

o Not aware

No.of People, Not Yes No Not Aware
Aware, 8, 8%

No.of People, No, 17,
17%

No.of People, Yes ,
75, 75%

Interpretation:- From the survey of 100 persons I found that
 75% of the people are aware that most of diseases are mainly due to the water.

 17%of the peoples say that it is not because of water there family members gets ill.

 8% of the people are not aware about water born diseases

Marketing Implications :-
17% of the people are still not aware of the diseases that are present in impure water. So to
cover that 17% more awareness programes must be created to increase the market share.

45

Q3. While buying any water purifier what comes to your mind first?
o Price
o Health & Safety
o Both

Buying Preference

Both
15%

Price
10%

Health & Safety
75%

Interpretation-
After a survey, I found that 75% people preference health and safety in buying water purifier.
 Pureit offers an economical way of getting great tasting and 100 % safe drinking
water.
 People are more conscious about they health.
 They mainly make use of water which is rich in minerals.

Marketing Implication :- Majority of the consumers are not affected by the pricing but more
conscious about the health and safety features. So without bringing any pricing changes it
would be good to enhance the safety and purification features more.

46

Q4. Comment on the price of your water purifier?
o Affordable
o High
o Should be Revised

Comments on Prices of water purifiers

Revised - 17%

Affordable-
53%
High- 30%

Interpretation- After a survey, I found that price of water purifier is Affordable for 53% of
people, The price is high for 30% people.. The water purifier Companies should reduce
there prices in order to increase its market share

47

Q5.Do you know that boiled water is not necessarily safe water?
o Yes
o No

Number of people using water purifier

yes no

38%

62%

Interpretation - After a survey of about 100 house holds, I have found that-
 62% says that boil water is safe.
 38% of the people have a opinion that boil water is safe only for few hours
 This shows that even after boiling water isnot safe for drinking purpose.

Marketing Implications :-

Still more market awareness about the benefits of pure-it has to be done as majority of the
market still relies on tradional method of boiling water and considering them as safe.

48

Q6 : What company water purifier you are currently using?

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

FREQUENCY
50 Eureka
45 Forbes
40 HUL
35 Pure it
30 Kent
25 50
20
Philips
15
10
14 10 10 Whirlpo
5 7 9
0 ol
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

49

Q7. Criteria considered for Purchase?
1. Brand name

2. Technology

3. Price

70

60

50

40

30

20

10

0
Brandname Technology Price

INTERPRETATION:-
From the survey of 100 respondents, it is observed that a majority of the sample ie 60% are
more interested about the technology used in purification process. About 25% are affected by
the brand image and 15% are affected by the price.

MARKET IMPLICATION:-
The major competition in the market is based on the technology provided and not price.
However the companies like Eureka Forbes have a strong brand image in water purification
area in the market. So to overcome this, HUL has to provide a better purification method and
also emphasis on brand awareness. Since price is not a major purchasing factor, a price war
would not result in having a greater market share.

50

Q8. Is the quality of water provided by Pure-it tastes good, looks clear and
odorless?

TASTE GOOD,ODORLESS FREQUENCY PERCENT
LOOKS CLEAR

Yes 80 80.0

No 9 9.0

Don't Know 11 11.0

Total 100 100.0

FREQUENCY
80
70 Yes
60
50 No
40 80

30 Don't
20 Know

10 11
9
0
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.

51

Q9. What is the price of the water purifier that you are currently using or are planning

to use?

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

FREQUENCY

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

Interpretation:-
37% of the consumers are using the cheapest purifier available. 27% are using the lower
middle range and 20% are using upper middle range of purifiers, while 16% are using
premium product.
Marketing Implication:-
. HUL has a variety of products at these levels of income but it has to provide more
diversified products to the upper income segment to increase their market share. Most of the
premium users are using Eureka Forbes because of their brand image and are less reluctant to
take a risk in switching over to a new company in that segment.

52

Q10. Where do you prefer to buy a water purifier from?
o Retail Outlets
o Franchisee dealers
o Direct Marketing

45

45
35
40

35

30

25 20

20
15
10
5
0
Retails Outlets
Direct Marketing
Franchisee

Preffered Places to buy

Interpretation- in the survey I found that people like to purchase water purifier by direct
marketing. In the survey I found that 45% people preferred direct marketing, 35% people
preferred Retails outlets and 20% people preferred Franchisee to purchase the water purifier.

53

Q11. 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

Frequency
45
40
Price
35
30
25 Health &
45 Safety
20 39
15 Both
10 16
5
0
Price Health & Both
Safety

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).

54

Q12. Where you did heard about the product?
o TV commercial

o Newspaper print ads

o In shop branding

o Friend‘s references

Preference

40
35
30
25
20
15
10
Preference
5
0

Interpretation: from that above graph it is clear that most portion of the households purchse
products of Companies by watching TV commercial advertisements. The Companies should
be more focused on TV commercial Advertisements.
MARKETING IMPLICATION :-

Much more emphasis should be given to other media vehicles rather than focusing only on
TV commercials. More awareness is more sales.

55

CROSS TABULATIONS

Cross tabulation between „Company and Taste of water

WHICH Tastes good ,odorless ,looks clear Total
COMPANY
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

Cross tabulation between „Company and Taste of water

56

50
4
1
45

40

35

30
Don‘t Know
25 No
45
20 Yes

15
3
10 2 0
1 1
1 2
1 2
5 9 9 2
8
4 5
0
Eureka Hul kent Philips Whirlpool Any Other
Forbes

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)

57

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.

58

Cross tabulation between „Company and Cost Price of Water Purifier‟

Which Total
company
Cost

Rs1000-Rs Rs5000- Rs 10000- Above Rs
5000 Rs10000 Rs15000 15000

Eureka 22 14 8 6 50
Forbes

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

59


50
6
45

40 8

35

30 14

Above Rs 15000
25
Rs 10000-Rs15000
20 Rs5000-Rs10000
Rs1000-Rs 5000
15 1
22 4
10 3 2 1
3 1
1 3
4 3
5 3
6 3
3
3 3 0 2
1
0

INTERPRETATION


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

60


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)



found,


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

D: Philips Among the total 10 Philis users


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


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


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)

61

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



%(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


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


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.

62

Cross tabulation between „Company and Service after sales‟

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

63

Cross tabulation between „Company and Service after sales‟

50

45

40 20

35

30

25 No
Yes
20

15 30

5
10 2 3
4
2
5 9 8 7
5 5

0
Eureka Hul Kent Philips Whirlpool Any Other
Forbes

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)

64

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)

65

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.

66

Cross tabulation between „Company and Market Activities‟

Which Total
company
Market Activities

Road Show Visual Others
Merchandising


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

67

Cross tabulation between „Company and Market Activities‟

50

45 10

40

35

18
30

Others
25
Visual Merchandising
Road Show
20

15
3
22
10 1 2
6 1
4 2 1 2
1
5
5 5 6 5 6

0
Eureka Hul Kent Philips Whirlpool Anyother
Forbes

INTERPRETATION

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)

68

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)
D. Philips Among the total 10 Philis 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) respectively

69

Cross tabulation between „Have a water purifier and Cost Price of Water Purifier‟

Have a water Cost Total
Purifier
5000 Rs10000 Rs15000 15000

Yes 17 12 8 11 48

No 20 15 12 5 52

Total 37 27 20 16 100

70

Cross tabulation between „Have a water purifier and Cost Price of Water Purifier‟

60

50

40

Above Rs 15000
Rs 10000-Rs15000
30 Rs5000-Rs10000
Rs1000-Rs 5000

20

10

0
Yes No

71

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)


25 % (12)


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)


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


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

72

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


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


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)

73


Which Total
company
Cost

5000 Rs10000 Rs15000 15000

Eureka 22 14 8 6 50
Forbes

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

74


50
6
45

40 8

35

30 14

Above Rs 15000
25
Rs 10000-Rs15000
20 Rs5000-Rs10000
Rs1000-Rs 5000
15 1
22 4
10 3 2 1
3 1
1 3
4 3
5 3
6 3
3
3 3 0 2
1
0

75

INTERPRETATION




found,


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

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


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)

F. Kent : Among the total 10 kent users


found,


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



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)

76



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)

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


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



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

B. Rs 5000-Rs 10000:




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

77

C. Rs 10000-Rs 15000:



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.

DAbove than Rs 15000:



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.

Cross tabulation between „Which Company and Prefer to buy the product‟

Which company Prefer to buy the product Total

Retail Outlet Franchisee Demo at your
Dealer 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

78

Cross tabulation between „Which Company and Prefer to buy the product‟

50

45

40

35

30
Demo at your doorstep
25
Franchisee Dealer
Retail Outlet
20

15

10

5

0
Eureka Hul Kent Philips Whirlpool Any other
Forbes

INTERPRETATION



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)

79

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


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


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

C.Kent : Among the total 10 kent users












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)

80

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


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)

81

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)

82

I had conducted the market survey in the town of Kolkata. 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 and their awareness regarding the

safety benefits of drinking safe and pure water.

After the survey I came to a solution that the people of Kolkata are very much aware of Pure It water

purifier and maximum of them are satisfied with the product. The majority of people I came across

are mostly the users of Eureka Forbes. Clearly showing that they are dominating the market. But

Pure-it is fast catching up with it‘s unique low priced water purification systems. These low priced

technology seems to catch up fast with the consumer but most of them are reluctant to take risk by

leaving Eureka Forbes.

The survey has showed that Eureka Forbes is the market leader closely followed by Pure-it.

Customers have shown a high degree of brand loyalty to Eureka Forbes. However it is seen that the

awareness regarding the product is good. Most of the customers are happy but they have shown a

concern regarding the after sale services specially when replacing the germ kill kit. Due to this

customers are reluctant to buy Pure-it and stick to Eureka Forbes which according to them provides

satisfactory after sales services.

Another problem faced is the lack of visual display of models in retail outlets and lack of brochures.

Due to this prospective customers had difficulty in understanding the product and lack of brochures

added to this problem as customers don‘t tend to remember about the product once they leave the

retail outlet.

84

From the survey conducted by me regarding the product Pure-It certain recommendation are
as follows: -

 Price structure should be revised.

 Customer service is something where more attention must be paid.

 All models should be made available on display in retail outlets and brochures should
also be provided.

 Sales person at the retail outlet must have proper knowledge about the product.

 Technological and other aspects should be reconsidered and re-christened

 After-sales services must be quick and efficient.

 While doing DTH,sales representative should be more precise about the product.

 New policies and strategies should be adopted to overcome the competition.

86

Limitations Of Study
This survey report is also not free from limitations as usual. However the absence of such
limitation would have improved the quality of report as given :-

> Limited time period restricted to go in for more details the period was very short to
survey such a large area.

> Many respondents were not interested to give the required time for the questionnaire.

> Respondents sometimes act artificially when know their information is noted down.

> There was only some certain hours in a day in the idle hours in which the respondents
was ready to talk.

> This project was done on the basis of questionnaire through survey, so it may possible
here that some of them might have not provided the correct information.

87

QUESTIONNAIRE FOR PROSPECTIVE CUSTOMER

Name :……………………………………..
Address:--------------------------------------------------------------------------------------
------------------------------------------------------------------------------------------------
-----
Phone No.: - ---------------------------

1. How do you treat your water drinking water?
o Do nothing

o Boiled water

o Use electrical water purifier

o Use non electrical water purifier

2. . Do you know that 80% of the diseases in our country are water bound?
o Yes

o No

o Not aware

Q3. While buying any water purifier what comes to your mind first?
o Price
o Health & Safety
o Both

89

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