During the training objective of my project was to study the market growth Of HUL Pureit and HUL Beanstalk along with sales promotion techniques. Other than this I have organized EPP in various corporate, which include a demonstration of the product in order to increase its sales and demand.

1. PREFACE
Today’s market scenario is totally different from what it has been a few years ago.
Consumers have a lot of choice for every product because day by day companies
are coming up with their new and innovative products. Later there was limited
choice for most of the products and companies didn’t have to put much of the
efforts to sell their products. But today’s scenario is totally different. Consumers
have choice because of availability of varieties and options. We can say today’s
consumer is the market ruler. So it is important to know his buying behavior and
try to fulfill his demand. Company’s aim should be customers delight not
customer’s satisfaction.
This research was really good learning experience for me. I got opportunity to apply the
theoretical knowledge to practical aspects of selling. What problems can arise and
the way to tackle the difficulty during the sales as smartly as possible.
1

2. EXECUTIVE SUMMARY
2

3. EXECUTIVE SUMMARY
Hindustan Uniliver is India’s premier information enabling company. HUL is the one-
stop-shop for requirements of products and services in the areas of water purifier. This is
backed by HUL’s service support infrastructure – the widest in the country.
In a country like ours, the price point of a product is a critical factor. The cut in excise
duty and SAD (Special Additional Duty) has brought down the price of Water purifier in
the country, making it more affordable to the ever-growing middle class, leading to a
higher WATER PURIFIER penetration. The customer prefers a branded water purifier,
which comes with the assurance of quality and long-term customer service.
Hindustan Uniliver., has been first to pass on the benefit of duty reduction to it’s
consumers by an appropriate reduction in water purifier prices of its various brands, for
example, HUL Pureit and within few days they expended their Distribution Channel of
Water purifier to cater to the dramatic increase in the demand of Water purifier. In Delhi
& NCR they are having 5 regional Distributor (RD) along with around 110 dealers.
During my training objective of my project was to study the market growth
Of HUL Pureit and HUL Beanstalk along with sales promotion techniques. Other than
this I have organized EPP in various corporate, which include demonstration of
product in order to increase its sales and demand.
3

4. COMPANY
PROFILE
4

5. INTRODUCTION
Hindustan Unilever Limited (HUL) is the largest FMCG conglomerate in India, with over
100 brands in the n4arlcet-mcost of them, household names. These include cosmetics,
personal care products, beverages and food products. The company’s scale of operations
spread across the entire country, reaching nearly every village. This vast reach is
achieved by a head office, four main branch offices in the four metros and further depots,
and representatives at various locations throughout the nation. And this setup is deployed
across marketing, sales and distribution. HUL’s motto is to meet the everyday needs of
people everywhere and while achieving it, it has a commitment to high standards of
performance, quality and productivity. This, goal has meant continuous learning and
embracing new ideas-aiding in the management of business, marketing and sales.
Hindustan Lever Ltd. Is the Indian subsidiary of the Unilever one of the world’s largest
corporations?
5

6. BRIEF HISTORY - HUL
The company was incorporated on 17th October, 1933 under the name of Lever Brothers
(India) Pvt. Ltd. (LBIL). It set up its manufacturing units in Bombay and Calcutta an
associated company viz., Hindustan Vanaspati Mfg. Co. Pvt. Ltd. (HVM), was earlier
incorporated on 27th November 1931 which set up a vanaspati factory in Bombay. Both
LBILK and HVM were wholly owned subsidiaries of Unilever Ltd., London, U.K. HVM
later acquired three more vanaspati factories at Shamnagar (West Bengal), Tirchirapalli
(Tamil Nadu) and Ghaziabad (U.P) In order to market the toilet preparations
manufactured by LBIL or imported from Unilever companies, a marketing company
under the name United Traders Pvt. Ltd. (UTL) was incorporated on 11th may, 1935 as a
wholly owned subsidiary of LBIL. In 1944, the management of LBIL and HVM was
integrated. In November 1956, HVM and two small associated companies viz. William
Gossage & Sons (India) Pvt. Ltd and Joseph Crossfield & Sons (India) Pvt. Ltd., which
were wholly owned subsidiaries of Unilever Ltd., were amalgamated with LBIL and the
name was changed to Hindustan Lever Ltd. From 23rd October, 1956 activities of UTL
were taken over by its holding Company LBIL. With the amalgamation of business under
one company, Indian capital was introduced in this integrated business in 1956. HUL has
been growing very rapidly, especially in 1996 the growth was 88.6% HUL became the
second private company in India after Reliance Industries to cross the Rs 10000 crore
mark in 1998. At present it’s Revenue at Rs. 31,987 crore(2015-16).1
Its rapid growth has
given HUL place in the top 5companies regularly in annual BT-500 survey. This huge
success has come due to:-
6

7.  Merger with Ponds India Limited
 Launch of 40 new products
 Net Income Rs.4,082 crore(2015-16)
 Number of employees 18,000(2015-16)
 Doubling of rural distribution network from 50,000 to one lakh village
7

8. ORGANIZATION STRUCTURE
Hindustan liver limited is India’s largest packaged mass consumption goods (FMGC)
company. It is present in home & personal care and foods & beverages categories. HUL
and group companies have about 41,000 employees, including 1550 mangers. The
fundamental principle determining the organization structure is to infuse speed and
flexibility in decision making and implementation, with empowered managers across the
company’s nationwide operations. For this, HUL is organized into self sufficient profit
centers, supported by certain central functions and resources to leverage economics of
scale wherever relevant.
Board at the apex is the board, headed by the executive chairman, and comprising 5
whole time directors and 4 independent non executive directors.
Management committee HUL has a management committee, headed by the executive
chairman and comprising all 13 executive directors. The management committee is
responsible for steering HUL’s operations. Executive directors head individual profit
centres, Detergents, personal products, Beverages, Foods, Ice cream, Exports, Agri
products & specialty chemicals, new ventures and the functions of finance, Human
resources, Technology, legal & secretarial and corporate affairs.
8

9. RECRUITMENT AND SELECTION IN HUL
HIERARCHY OF HUL
9
Mrs. Vandana Bhargava Deputy
dDirector
Mr. U.K. Bose
Mr. Samir Bhargave Controller
Mr. Kapil Kaul C.G.M.
(M&S)
Capt. S.P.S. Sandhu C.G.M.
(Operations)
Manager Personal
Mr. Manchanda G.M
(North)
Mr. Roshan Nowroj G.M.
(South)
Mr. Sanjay Kumar
Commercial Mrg.
R.S.M. Delhi
Manager Sales
Deputy
Manager Sales
Asst.
Manager Sales
Senior Officer Sales
Officer Sales
Manager
FFP Department
Manager International
MRTG.
Manager
CSC & Automation
Product
Manater
A.S.M.
Delhi
Senior
Officer
Officer
Brand
Manater
A.S.M.
Delhi
Senior
Officer
Officer

10. BOARD OF DIRECTOR
Mr.Harish Manwani Chairman
Mr.D.Sundaram Vice-Chairman
Mr.Sanjiv Mehta Managing Director and
Chief Executive Officer
Mr.P.B.Balaji Executive Director and
Chief Financial Officer
Mr.Pradeep Banerjee Executive Director,
Supply Chain
10

11. INDEPENDENT, EXECUTIVE DIRECTORS:
Mr.Aditya Narayan Independent Director
Mr.S.Ramadorai Independent Director
Mr.O.P.Bhatt Independent Director
Mr.Sanjiv Misra Independent Director
Ms.Kalpana Morparia Independent Director
Mr.Dev Bajpai Executive Director,Legal
And Company Secretary
Ms.Geetu Verma Executive Director,Food
Mr.BP Biddappa Executive Director,Human Resources
Ms.Priya Nair Executive Director,Home care
Mr.Sandeep Kohli Executive Director,Personal Care
Mr.Sudhir Sitapati Executive Director,Refreshments
Mr.Srinandan Sundaram Executive Director,Sales and
Customer Development
11

12. 12

13. WATER PURIFIERS IN INDIA
Water purifiers are one of the most used kitchen utilities Available In India. Water
Purification and Backpacking is an industry in itself In India. Portable versions of Water
Purifiers are available for Camping and Hiking. Water Purification Methods include the
mechanized versions as well as the age-old and time-tested Water Purification Tablets.
The Water Purification Process includes removing contaminants from the raw water
source.
Some of the home remedies for Water Purification are boiling or the use of the household
charcoal filter. But these do not ensure the required standard of Water Purification thus a
proper treatment is mandatory. That's where the Water Purifiers For Home step in.
treatment of water by ozone also provides certain levels of purity.
Water Purifier Companies in India
The main Manufacturers having the major share of the water purifiers' customers are:
 Eureka Forbes
 Philips
 Kent
 Usha Brita
 Jaipan
 Kenstar
 Maharaja Whiteline
 Kent (pride)
 Zero B
13

14. Water Purifier Reviews
The Reviews and Ratings of their products are available on the Online electronic stores.
A thorough study of the Review or Rating a particular model receives can help us in
determining its exact relevance to our requirement. The top Ratings and Reviews are
usually scored by Water Purifiers from Usha Brita, Philips, Eureka Forbes and Kent.
Water Purifier Price in India
The Price range of the Water Purifiers Available In India might vary from below Rs.
2,000 to above Rs. 21,990. The water flow rate can be around 1 litre per minute. The
additional features that one can take in account are:
 Candle filter
 Pre-filter
 UV purification
 Reverse osmosis
 Activated carbon
14

15. Sustained Release Technology of Chlorinet
4 key stages of purification
1. Micro Fibre Mesh (MFM)
2. Compact Carbon Trap (CCT)
3. Germ Kill Processor (Chlorine Cartridge)
4. Polisher
15
lid
top chamberCC
T
Impure H2
O
MFM
Bottom chamber
Down
comer
Polisher
outlet
Pure H2
OPure H2
O
Batching Chamber
GKP

16. Micro Fibre Mesh
 Material – Non Woven polyester
 Removes suspended particulate > 10 micron
 Reduces filtration load on CCT
 Average flow rate of 5 lit / min
Compact Carbon Trap
16
Non woven
polyester cloth
filter
Frame

17. • 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
Batching Chamber has a unique Siphon U Tube
Siphon flow regulator - High precision flow regulator
17

18.  Regulates water flow rate variation from the feed to tablet dispenser (Chlorine
Cartridge)
 Very thin siphon tube is mounted in this chamber
 Contains opening for overflow of water and for removal of air-lock.
 Capacity of Batching Chamber is 2.5 Litres
 Houses the Germ Kill Processor
18
Siphon
tube

19. Germ Kill Processor
● Attached with Batching Chamber.
● Stored germ-kill power target and kill all harmful viruses and bacteria
● Unique Auto Switch off Technology –
o After the battery life indicator turns fully red, the purifier will begin to
overflow from the battery life indicator on the front side.
o 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.
o The purifier has been designed to overflow to indicate that the battery has
not been replaced even after it has turned fully red.
19

20. Polisher
 Made by activated Granular carbon and coated by silver.
 This design has reduced pressure drop, eliminated the level of fines coming in
water and reduced wastage of plastic in battery
 Removes chlorine and disinfection by-products.
 Radial Flow design – low pressure drop
 Finally removes all odours, makes water visually clear & gives great tasting water
Performance testing
Leading scientific institutions
20
Water flow
direction
Water
Inlet
Water outlet

21. National Environmental Engg Research Inst,
Central Food Technological Research Inst
National Institute of Cholera and Enteric Diseases,
Indian Public Health Association
Institution of Public Health Engineers
Leading Medical Institutions
King Institute of Preventive Medicine, Sundaram Medical Foundation, Apollo
Hospitals
SRL Ranbaxy Clinical Reference Laboratories
Leading International Institutions
London School of Hygiene and Tropical Medicine UK
Scottish Parasite Diagnostic Laboratory, Glassgow, UK
2. Model Compact
Performance
Pureit removes visible dirt, kills all harmful viruses and bacteria, removes parasites and
pesticide impurities giving you water that is ‘as safe as boiled water’
Additional Features:
21

22. • Great sensorial - Clear, odour-free water : removes organics, pesticides,
suspended matter (turbidity)
• Does not need electricity
• Capacity 5 litres
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 in water by these corporation is not done scientifically
(especially in third world countries like). 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
The Germ Kill kit has been designed to give 750 litres of water at a water temperature of
25˚C, in moderate humidity conditions
22

23. 4 key stages of purification
1. Micro Fibre Mesh (MFM)
2. Compact Carbon Trap (CCT)
3. Germ Kill Processor (Chlorine Cartridge)
4. Polisher
23

24. 3. Pureit Marvella
Hindustan Unilever Pureit Marvella is India’s first fully automatic water purifier built
with a technology which is not just advanced but doesn’t even require electricity.
Marvella is equipped with “intelli- Sensor” which starts, stops, purifies and stores
automatically without anyone being around. Marvella comes with the following unique
features.
24

25. Performance :
Pureit removes visible dirt, kills all harmful viruses and bacteria, removes parasites and
pesticide impurities giving you water that is ‘as safe as boiled water’
Usage:
Marvella can be mounted on the wall and hence does not require additional space at the
kitchen
Features and advantages:
► No electricity - Does not require electricity to give ‘ As safe as boiled water ‘
► Auto start stop – Starts / stops filling water automatically without any manual
intervention
►Auto Storage - Ensure you will always have 4.5 liters of safe water consumption
►Insta Serve Jug – Ensure you have instant ready to serve water always with capacity
of 1.25litres
►World class Germ Kill Safety assurance - Meets USEPA Germ kill (Bacteria,
Virus, Parasite) criteria
►Auto safety lock – prevents from accidentally drinking water which may no longer be
safe.
25

26. 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 in water by these corporation is not done scientifically
(especially in third world countries like). 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.
4 stages of purification:
Marvella has a 4 stage purification system which ensures you get water that is
‘as safe as boiled water’.
1. First the water passes through ‘Unique Pleated Filter’ that removes visible dirt.
26

27. 2. Secondly water passes through ‘Compact carbon Trap’ that removes harmful
parasites and pesticides.
27

28. 2. Then it passes through ‘Germ Kill processor’ which kills all harmful viruses and
bacteria.
3. Finally it passes through ‘Polisher’ which removes residual chlorine, giving clear,
odour free and great tasting water.
28

29. Additional info:
Misc queries:
Installation Free of cost
Water Pressure range 2-30 psi
If Pressure> 30 psi Use PRV (pressure reducing valve)
How to check pressure Before installation we will check pressure in your home
Is PRV free? No customer has to pay for it- Cost Rs 400
GKK Life 2250 ltrs (at 25 Degree C/moderate humidity)
GKK Price Rs 900 (Includes installation and free servicing)
Any other service Call our help line- Free service only till warranty period
Warranty 1 year against manufacturing defect
Cost of Jug
Material used
High quality food grade- PC(polycarbonate) for Jug, ABS for
body
29

30. Cleaning Jug
Use Pureit water with disinfectant like bleach/hypochlorite (50
ppm)
External Body Use wet cloth to clean- No Detergent/Soap
PURIFIER COST
Purifier price : Rs. 2000a
only
Includes one complete 'Germkill Kit'TM
worth Rs. 365.
Germkill Kit price: Rs. 365 only
Germkill Kit typically lasts for about 1500 litresc
. This means on an on-going basis,
you will typically get four litres of water that is `as safe as boiled water’ for just one
rupee (24 paise per litre only).
30

31. Cost comparison across purification methods
Method of purification
paise/litre
Cost of Pureit water 24
Cost of Pureit water (with purifier cost apportioned) 35
Cost of boiling waterd
47
Cost of leading UV in-line purifier (with purifier cost apportioned) 64
Cost of 20 litres of leading bottled water brand 350
Cost of 1 litre of leading bottled water brand 1200
Proof of Performance
Pureit is an engineering marvel, a breakthrough product that has evolved over a span of
five years, with the combined efforts of over a hundred qualified scientists at Hindustan
Unilever and Unilever Research Centre.
31

32. PUREIT - WATER PURIFIER
Welcome to the world of Pureit – the most advanced in-home water purifier in the
world! Pureit, a breakthrough offering of Hindustan Unilever, comes with many unique
benefits – complete protection from all water-borne diseases, great convenience, and
unmatched affordability. Pureit’s unique Germkill ProcessorTM
technology removes all
harmful viruses and bacteria and removes parasites and pesticide impurities, giving you
water that's 'as safe as boiled water'TM
. It assures your family of 100% protection from all
water-borne diseases like jaundice, diarrhea, typhoid and cholera. What’s more, it doesn’t
need gas, electricity or continuous tap water supply. You will be further reassured to
know that Pureit meets stringent international criteria of Environment Protection Agency
(EPA), USA for harmful virus and bacteria removal. Protect your loved ones with a
Pureit Water Purifier today!
How it Works
Pureit purifies your drinking water in four stages, beginning with the removal of visible
dirt, followed by the removal of harmful parasites and pesticide impurities. Then, the
harmful viruses and bacteria are removed and finally the water is rendered clear,
odourless and great tasting by removing remaining impurities
X - Ray Vision of Germkill Action
To see how Pureit’s unique Germkill ActionTM
removes all harmful viruses, bacteria, and
removes parasites and pesticide impurities,
32

33. Germkill Kit
To view and understand the contents of the Germkill KitTM
,
Germkill Processor Indicator
Pureit's unique Germkill Processor Indicator always assures you and your family of
complete protection. When the Germkill power is exhausted, it warns you to replace the
battery.
Affordable Price
The breakthrough engineering from Hindustan Unilever has made Pureit possible at just
Rs. 2000a
. Compared to other water purification devices, Pureit is surprisingly affordable,
yet so advanced.
PURIFIER COST
Purifier price : Rs. 2000a
only
Includes one complete 'Germkill Kit'TM
worth Rs. 365.
Germkill Kit price: Rs. 365 only
Germkill Kit typically lasts for about 1500 litresc
. This means on an on-going basis,
you will typically get four litres of water that is `as safe as boiled water’ for just one
rupee (24 paise per litre only).
33

34. Cost comparison across purification methods
Method of purification
paise/litre
Cost of Pureit water 24
Cost of Pureit water (with purifier cost apportioned) 35
Cost of boiling waterd
47
Cost of leading UV in-line purifier (with purifier cost apportioned) 64
Cost of 20 litres of leading bottled water brand 350
Cost of 1 litre of leading bottled water brand 1200
Proof of Performance
Pureit is an engineering marvel, a breakthrough product that has evolved over a span of
five years, with the combined efforts of over a hundred qualified scientists at Hindustan
Unilever and Unilever Research Centre.
Within a very short time, Pureit has proved its credentials amongst the scientific and
public health community, has delighted consumers, and has convinced doctors of its
efficacy.
Performance Reports
Pureit’s performance has been rigorously tested by leading international and national
medical, scientific and public health institutions.
34

35. Zero Chlorine Presence
The certificate from ASHCO confirms that there is zero presence of residual chlorine in
Pureit Output Water.
Consumer Reactions
Pureit has satisfied lakhs of consumers with its great product performance. To share their
Pureit experience,
Awards and Recognition
Pureit has won the UK Trade and Investment India Business Award for 2008 in the
innovation category.
35

36. Pureit has also recieved the UNESCO Water Digest Water Award 2008 - 2009 in the
category of Best Domestic Non - Electrical Water Purifier.
Pureit has also won the Golden Peacock Innovative Product / Service Award -2008 in
the FMCG sector.
Pureit Protecting Lives
Pureit in Doctor's Clinics
Thousands of doctors across the country rely on Pureit for their patients in the clinic.
36

37. Pureit in Schools
A schools education programme – ‘Safe Water, Health for Success’ – initiated by Pureit
and The National Academy of Sciences, India (NASI), an eminent body of leading
scientists in India, has created awareness about safe water amongst thousands of children.
Dr. Kalam’s association with ‘Safe Water’
The former Hon. President of India, Dr. A.P.J. Kalam formally launched the ‘Safe Water,
Health for Success’ schools education programme.
37

38. Technical Specifications
Pureit in-home purification system
Weight 4.1 Kgs
Top chamber capacity 9 litres
Transparent chamber capacity 9 litres
Material of construction Food safe, non-toxic, engineering plastics
Germkill Kit
Material of
construction
Food safe, non-toxic, engineering plastics
Purification
capacity
The 'Germkill Kit'TM
has been designed to give typically 1500 litres
of water at a water temperature of 25°C, in moderate humidity
conditions.
Expiry period Two years from date of packaging
Germkill
performance
standard
Meets stringent international criteria for microbiologically safe
drinking water e.g Environmental Protection Agency (EPA), USA.
Benefits of Pureit
Pureit is the result of a combination of breakthrough technologies. Thanks to state–of–
the–art engineering, Pureit gives you manifold benefits.
Complete protection from all water-borne diseases
Great convenience
Unmatched affordability
Complete Protection
38

39. Pureit removes harmful viruses and bacteria and removes parasites and pesticide
impurities, giving you ‘as safe as boiled water’TM
. This way, Pureit assures you and your
family of 100% protection from all water-borne diseases like jaundice, diarrhea, typhoid
and cholera.
Pureit meets stringent international criteria of Environment Protection Agency (EPA),
USA for harmful virus and bacteria removal.
Viruses Bacteria Parasites Pesticide
Impurities
Great Convenience
Pureit doesn’t need gas, electricity or continuous tap water supply, making it an
absolutely hassle-free water purifier.
Great Taste
Pureit water tastes great. It gives clear and odour-free water.
39

40. Great quality and capacity
Pureit is made with the best quality plastic and has a great capacity.
Unmatched Affordability
Price of Pureit Purifier : Rs. 2000c
only
Compared to the prices of other purification systems, Pureit is a dream come true!
Price of Germkill Kit : Rs. 365 only
The Germkill KitTM
typically lasts till about 1500 litrese
of water is purified. Which
means, you get about four litres of water that’s ‘as safe as boiled water’ for just one
rupee! Which works out to an extremely affordable 24 paise per litre.
All the above benefits translate into clear advantages for you: good health, great
convenience, unmatched affordability and absolute peace of mind.
PUREIT : YOUR VOICE
Comment By K.Hari (Hyderabad) - Tuesday, December 15, 2015
40

41. Yesterday i have sent a mail to pureit and also to all press and Pureit responce team
attended to my call immediately with in 3hours and they have solved the problem
immediately.Thanks to all press and Pureit
Comment By Chiranjib Saha (Kolkatta) - Saturday, December 12, 2015
Dear Pureit Team, On the outset, I would like to mention that the problem has been
solved, and right now my family members are enjoying the magic of Pureit. Its being a
great support from your service men and they took no time to fix my pureit.At the same
time, I would also like to hope that I will be receiving the same support and service in
FUTURE, without any hard feelings and repeated follow ups.Once again thanks for your
service.Looking forward to get much more better service from your end in the
FUTURE.Thanks & Regards, Chiranjib Saha
Comment By Vishal (Gujarat) - Monday, December 07, 2015
i have a pur it,and your services is very good provide by you. and this your filteration its
works realy osamly, i would like to thank you for Hindustan Unilever.
Comment By Parvathi uppaluri (Hyderabad) - Friday, November 20, 2015
Dear sirI have ordered battery for my pure it on 19th and it is promptly delivered on 20th
Nov 2015. The service boy by name B.Kiran has explained every thing about the purifier
verypatiently, and he was very proud to be part of your team. Young men like him with
commitment and dedication should be encouraged.My phone no.9963756698 and I stayin
Hyderabad.Yours faithfully K.Parvathi
41

42. 42

43. PERFORMANCE
OF
COMPANY
HUL has been growing very rapidly, especially in 1996 the growth was 88.6% HUL
became the second private company in India after Reliance Industries to cross the Rs
10000 crore mark in 1998.
43

44. At present it’s revenue at Rs.31,987 crore.(2015-16)1
Its rapid growth has given HUL
place in the top 5companies regularly in annual BT-500 survey. This huge success has
come due to:-
 Merger with Ponds India Limited
 Launch of 40 new products
 Doubling of rural distribution network from 50,000 to one lakh villages
 Net Income Rs.4,082 crore (2015-16)
 Number of employees 18,000(2015-16)
44

45. CHALLENGES
Competitor Details
Water purifiers are one of the most used kitchen utilities Available in India. Water
Purification is an industry in itself In India. Portable versions of Water Purifiers are
available for Camping and Hiking. Water Purification Methods include the mechanized
45

46. versions as well as the age-old and time-tested Water Purification Tablets. The Water
Purification Process includes removing contaminants from the raw water source.
Some of the home remedies for Water Purification are boiling or the use of the household
charcoal filter. But these do not ensure the required standard of Water Purification thus a
proper treatment is mandatory. That's where the Water Purifiers for Home step in.
treatment of water by ozone also provides certain levels of purity.
Some of the water purifiers in India are
Eureka Forbes – Aquaguard classic
. It uses UV (ultra violet) technology. It has three
purification stages like pre-filter purification, silver- impregnated activated carbon
purification system and ultra-violet purification. This water purifier has a flow rate of 1
litres per minute Aquaguard is the market leader before 2007.
Eureka Forbes- spring fresh RO
This water purifier has six purification stages like – pre-
filter, sediment –filter, pre RO carbon cartridge, reverse osmosis, post RO carbon
cartridge. This water purifier excess TDS from hard water and makes it taste fresh . it has
auto shut off of the pump with unique weight sensor mechanism for efficient and
economical functioning.
Eureka Forbes – Aqua sure:
46

47. This water purifier has six purification stages like – pre-
filter purification, active disinfectant and special carbon block. It is offline purifier.
Kent-Elite 1
It has 4 purification stages like sediments purification, pre-carbon filter
purification, and ultra-violet purification stages like sediments purification, pre-carbon
filter purification, ultra-violet purification and reverse osmosis technology purification. It
uses semi-permeable membrane to divert dissolved salts, heavy metals, chemical,
microorganisms and other impurities to drain.
Philips WP 3891
This water purifier has 3 purification stages like pre-filter purification,
activated carbon purification (sediment filter) and ultra violet purification. Its new UV
(PLS) technology destroys known water borne viruses. Its others features include pure
flush that automatically flushes all internal pipes and the UV chamber.
Usha Brita- Waterguard-Digital
This water purifier has 4 purification stages like pre-filter purification, candle-filter
purification, silver – impregnated activated carbon purification and ultra violet
purification .it is controlled by an 8-bit micro processor and gives the digital display of all
its operations which makes it user friendly.
Whirlpool –Purafresh Elite
This water purifier has 6 purification stages like pre-filter, plus sediment filter, pre-
carbon filter,
47

48. R.O. membrane filters and post carbon filter. Its silver activated carbon containing silver
ion and ceramic filter inside the storage tank and maintain the fresh taste of water at all
times.
ZERO- B
It comes with 7 purification stages like pre-filtration, sediment filter, pre-carbon filter,
activated carbon purification, reverse osmosis membrane purification and post RO
backup purification.
TATA SWACH
It comes with 3 purification stages. It is free from chlorine, bromine, and iodine minimal
maintenance. It comes with pure-power indictor and auto-shut mechanism
RESEARCH PROBLEM
Research problem
48

49. Two steps are involved in the research problem:
• Understanding the problem regarding market study of pureit – water purifier.
• Rephrasing the problem into meaningful terms from an analytical point of
view.
The training sessions are conducted in the beginning of training in order to make us clear
about the task provided and how to handle the different situations.
49

50. 50

51. OBJECTIVE OF THE STUDY
 To work with the DS (Dealer Salesman) in the market on different routes to gain
an understanding of the order capture and delivery processes.
 To work with the TSI (Territory Sales Incharge) in the market to understand the
water purifier and the merchandizing solutions implemented by pureit in the
market.
 To gain understanding of the various benefits of pureit and their unique selling
proposition vis-à-vis competition products and use these for effective sell-in.
 To be up to date with pureit and competition offering and use the advantages on
hand for better service.
.
 To create the awareness of customer on safe drinking water .
51

52. FAB
Is very important for a customer to understand the benefits he avails by purchasing
the product . this understanding makes the customer’s purchasing decision easier.
FEATURES Characteristics of a product or service.
BENEFITS How a feature meets a need
A benefit has to appeal to the needs of buyer
ADVANTAGES Ways in which the product can be of use to customer
No. FEATURE ADVANTAGE BENEFIT
1 Lid in top cover Easy to pour water No need for
running water
2 Transparent window
in the top cover
Can see the level of
water
Can judge the
amount of water
that you need to
pour into the
device.
3 Top chamber
capacity – 9 ltrs.
Enough for the
average Indian
family daily
consumption
No need to filling
up the device.one
day is enough.
4 Micro fiber mesh Removes all visible
dirt
Enhances the life of
compact carbon
trap.
5 Compact carbon trap
–carbon black
Removes dirt,
parasites and
pesticides
Protects your
family from all
water borne
diseases.
6 Germkilll process
chlorine technology
Targets and kills all
bacteria and virus.
Protects your
family from all
water borne
diseases.
52

53. 7 Germkilll process –
Battery life indicator
When the battery is
exhausted and has
to be replaced.
Gives you time to
buy a new battery
and gets 100%germ
free water.
8 Dwell chamber Ensures that the
sustained release
chlorine kills all
germs.
Protects your
family from all
water borne
diseases.
9 Polisher Removes all odour
and colour from
the water.
Gives you great
tasting and looking
water.
10 Bottom chamber
transparent
Allows you to see
the sparkling
water.
You know when you
have to fill up the
top chamber.
11 Tap- intermittent or
continuous flow
You can choose
how you want the
water flowto be
Use to fill a glass and
continuous flow to
fill a bottle.
12 Material ABS/SAN High quality, food
grade plastic
Light ,strong,
durable and good
looking device.
13 Choice of attractive
colours.
Choose the color
that matches your
home.
Place it where you
think it looks good.
14 Call center- at your
service
You can contact
whenever you
need.
You can place an
order for a battery
15 The HUL guarantee You are assured of
getting a
devicethat
meets international
germkilll
standards
Your family gets
water that is as safe
as boiled water and
you have peace of
mind.
53

54. 54

55. HUL: ADVERTISING STRATEGY
BUILDING CORPORATE IMAGE
Corporate communications and public relations for building image can truly be
looked upon in the context of global business and marketing as a subject about which
many professionals hold firm views, but know surprisingly little about. Some see it as a
menace, as an expensive flag waving exercise which their company can easily do
without. Others regard it as a myth, arguing that publicity by of virtue its obvious nature,
cannot hope to change perceived images in people’s minds. At the other extreme are
those who view corporate communications (particularly advertising as a magic formula
and an instant panacea for every corporate ill. In reality it is none of these things. it is in
fact, a management tool to influence the outside world-the target group. So, the real
significance of building corporate image lies in preparing and consolidating a sound
global consumer base.
Every company wants to have a favorable image in the global market. In case of HUL
also, image-building plays the most important part in determining its marketing strategy.
Building corporate image is concerned with building confidence and credibility by
helping your target group understand you better. Familiarity in this case normally
improves acceptability of who you are and what you are doing. Ignorance, on the other
hand, can lead to mistrust, or even contempt in some situations. Corporate image is built
55

56. through more than one strategic means, and often a combination of activities. For
instance-
1. Advertising —corporate and even product
2. Public Relations—external and internal
3. Media Relations —especially the Press
4. Customer and Supplier Relations
5. Community Relations — good corporate citizenship
As India transits from a shod age-driven economy to a one propelled by competition the
reputation and image of a company like HUL will make difference between whether it
rules the market or merely rues it. Corporate image is what enables HUL to hold its own
against rivals like IPCL and Haldia
Good corporate image can be built if you treat it like one of the Ps’ of marketing— the
fifth ‘P’ stands for Performance’ —professional corporate performance, doing it the right
way the first time. It’s in this regard that creativity in PR comes to have a lion’s share in
the entire process of corporate image building.
Creativity in PR means more than just pretty pictures and good copy. It is building image
with activities, which generate all-round impact and visibility for the company. ‘What’
and ‘How’ is the task here. Creative corporate advertising is one route.
56

57. With respect to positioning similarly, the image communication and image building
activity must to able to find a right niche in the minds of the target group. The ‘quality of
the message, and activity, is vital for this.
Companies which benefit most from corporate image are those who take a long-term
view and commitment towards communication and the image of their organisation
through it. HUL can be presented as a striking instance of it.
image with activities, which generate all-round impact and visibility for the company.
‘What’ and ‘How’ is the task here. Creative corporate advertising is one route.
With respect to positioning similarly, the image communication and image building
activity must to able to find a right niche in the minds of the target group. The ‘quality of
the message, and activity, is vital for this.
Even though adequate supply of fresh and clean drinking water is a basic requirement for
all human beings on the earth, it has been observed that
millions of people worldwide are deprived of this. Rap Eid industrial growth,
urbanization and the increasing use of synthetic organic substances have very serious and
adverse impacts on fresh water bodies. When toxic substances enter rivers, lakes, oceans,
streams or other water bodies, they get dissolved or lie suspended in water or get
deposited on the bed. This results in the pollution of water whereby the quality of the
57

58. water deteriorates, affecting aquatic ecosystems. Pollutants can also seep down and affect
the groundwater deposits.
Water borne diseases and water caused health problems are mostly due to inadequate and
incompetent planning and management of water resources. In the urban areas water gets
contaminated in many different ways, some of the most common reasons being leaky
water pipe joints in areas where the water pipe and sewage line pass close together.
Sometimes the water also gets polluted at source due to various reasons and mainly due
to inflow of sewage and other industrial and animal wastes into the source.
In India, several schemes for the supply of clean drinking water to people were
implemented by various agencies including Government. Even though the local bodies
and other authorities are supplying tap water collecting hefty sums towards water charges
from the consumers, the consumers have no means to ensure whether the water they
consume is clean and safe. Different studies reveal that several tap water samples tested
were contaminated. The tap water may contain both chemical and biological
contaminants which may result in dreaded diseases like hepatitis, jaundice, diarrhea,
typhoid, cholera, etc. It will not be possible for the consumers to check the quality of
water every time they consume it. Considering the general situation prevailing in India,
the possibility of the consumer's complaints in this regard getting resolved by the
Government or other authorities is very limited.
In view of the above mentioned facts several consumers are now shifting to bottled
drinking water. Here again the consumers are in the dark about the quality of the product,
58

59. i.e., whether it is clean and safe drinking water. Many studies show that there is no
guarantee as to what is in that bottle. In many cases contaminants were found on testing.
Given the multiple causes of contamination, experts agree that the most efficient way of
ensuring safe drinking water is to purify water at the point of use. Here comes the role of
water purifiers. Several brands of water purifiers are now available in the market in India.
Major brands available in India include Hindustan Unilever, Eureka Forbes, Philips,
Whirlpool, Kent, etc. Different companies are using various technologies such as UV
purification, reverse osmosis, activated carbon filtering, distillation, ion exchange, electro
deionization, etc. for purification of water. The cost of the product will vary according to
the technology used in it. Most of the models available in the market are very costly
which the common man cannot afford. However, certain low cost water purifiers such as
that of Hindustan Uniliver, Tata Chemicals, Eureka Forbes, etc are now available in the
market. One important feature of the low cost model is that no electricity is required and
hence electricity bills will not be a problem for the consumers. These models are very
user friendly allowing the customers to install or service the devices themselves.
Hindustan Unilivers Pureit having a capacity of 18 litres is priced at INR2000. The
CompanEven though adequate supply of fresh and clean drinking water is a basic
requirement for all human beings on the earth, it has been observed that deprived of this.
Rapid industrial millions growth, urbanization people worldwide are and the increasing
use of synthetic organic substances have very serious and adverse impacts on fresh water
bodies. When toxic substances enter rivers, lakes, oceans, streams or other water bodies,
they get dissolved or lie suspended in water or get deposited on the bed. This results in
59

60. the pollution of water whereby the quality of the water deteriorates, affecting aquatic
ecosystems. Pollutants can also seep down and affect the groundwater deposits.
Water borne diseases and water caused health problems are mostly due to inadequate and
incompetent planning and management of water resources. In the urban areas water gets
contaminated in many different ways, some of the most common reasons being leaky
water pipe joints in areas where the water pipe and sewage line pass close together.
Sometimes the water also gets polluted at source due to various reasons and mainly due
to inflow of sewage and other industrial and animal wastes into the source.
In India, several schemes for the supply of clean drinking water to people were
implemented by various agencies including Government. Even though the local bodies
and other authorities are supplying tap water collecting hefty sums towards water charges
from the consumers, the consumers have no means to ensure whether the water they
consume is clean and safe. Different studies reveal that several tap water samples tested
were contaminated. The tap water may contain both chemical and biological
contaminants which may result in dreaded diseases like hepatitis, jaundice, diarrhoea,
typhoid, cholera, etc. It will not be possible for the consumers to check the quality of
water every time they consume it. Considering the general situation prevailing in India,
the possibility of the consumer's complaints in this regard getting resolved by the
Government or other authorities is very limited.
In view of the above mentioned facts several consumers are now shifting to bottled
drinking water. Here again the consumers are in the dark about the quality of the product,
60

61. i.e., whether it is clean and safe drinking water. Many studies show that there is no
guarantee as to what is in that bottle. In many cases contaminants were found on testing.
Given the multiple causes of contamination, experts agree that the most efficient way of
ensuring safe drinking water is to purify water at the point of use. Here comes the role of
water purifiers. Several brands of water purifiers are now available in the market in India.
Major brands available in India include Hindustan Unilever, Eureka Forbes, Philips,
Whirlpool, Kent, etc. Different companies are using various technologies such as UV
purification, reverse osmosis, activated carbon filtering, distillation, ion exchange, electro
deionization, etc. for purification of water. The cost of the product will vary according to
the technology used in it. Most of the models available in the market are very costly
which the common man cannot afford. However, certain low cost water purifiers such as
that of Hindustan Uniliver, Tata Chemicals, Eureka Forbes, etc are now available in the
market. One important feature of the low cost model is that no electricity is required and
hence electricity bills will not be a problem for the consumers. These models are very
user friendly allowing the customers to install or service the devices themselves.
Hindustan Uniliver`s Pureit having a capacity of 18 litres is priced at INR2000. The
Company claims that their product meets the stringent international criteria for
microbiologically safe drinking water. It is also claimed that pureit water costs only 25
paise per litre and cost of pureit water with purifier cost will come to only 35 paise per
litre. Uniliver has also launched Pureit Compact which is priced at INR1000. Eureka
Forbes` Aquasure is priced around INR2000.
61

62. Recently Tata Chemicals has unveiled two new variants of its low cost water purifier,
Swach aimed at providing safe drinking water to every Indian household. Swach Smart
and Swach Smart Magic are priced at INR749 and INR499. The Company claims that the
product is a perfect confluence of technology and versatility and would make safe
drinking water now accessible to far greater number of people across the country. They
also claim that using the power of Nanotechnology combined with natural ingredients; it
delivers safe drinking water at a benchmark price of Re.1 for a family of five.
The quality of drinking water has a huge effect on your health and only you are
responsible for ensuring it. Hence investing a few bucks in home water purification
system that fits into your pocket will never be a bad investment.
AN OVERVIEW
Public relations today are still a very underdeveloped field. It is growing in prominence
and has started showing results in various sectors of corporate India. More and more
companies are making use of PR to solve their problems and increase their overall
corporate equity. The entire process needs a closer look.
To gauge the effectiveness of PR in HUL over the last decade it is necessary to examine
its function and overall areas of applicability.
62

63. GOVERNMENT RELATIONS
A government relation has two facets to it. Firstly, the PR for the government (as an
organisation) and Secondly, PR with the governments as the target group. Both are
important and very needed by corporations.
Public relations for the government involves mobilising public support for government’s
activity, for instance, family planning, control, environmental protection, beautification
of cites, etc. the company generally sponsors some of these activities by providing
monetary help or other resources. The basic objective of the company is to build relations
with the governments, and also help for the good of the community of society.
Public relations with the government involves keeping the government—politicians and
bureaucrats—on your side. It envisages maintaining good links with the government,
which will be of benefit to the company in its overall business plans and operations.
Public relations with the government in some ways are quite difficult and demanding. It
requires special planning and efforts for the organisation to be successful. A government,
local or national, comprises many ministries, departments, individuals and personalities.
Public relations people have to acquaint themselves with the working of the government,
and the intricacies and people involved at various levels, and then handle things
accordingly to be able to achieve what they have set out to achieve.
The government should not be looked at as an adversary. In fact, you should make all
efforts to help the government and support its activities and policies as far as possible.
Government leaders must be kept informed from your side about the organisation’s
63

64. activities and policies—especially those which are contributing to the welfare and
development of the state or the nation. Such relations will be mutually beneficial in the
short-term and the long-term. Corporations should, however avoid getting involved with
politics and political issues.
MEDIA RELATIONS
Media relations Is a vital tool in PR. A large amount of communications and PR are
conducted through the media—especially the Press. When a company gets media
coverage, it is not always flattering. Business is always vulnerable to attacks by the
media. Media can often aggravate problems—especially crises. As in the case of Union
Carbide and HUL a few years ago. Hence, media, particularly the Press has to be handled
very carefully. The media must be kept on your side. All efforts must be made to ensure
this strategically. It takes years to build a good image, but to destroy it you need just a
few bad reports in the media.
It is important to build a working ‘rapport’ with the media. You cannot afford
unnecessary reactions and distortions. If you do go to the media then always go with a
strategy—be selective in the choice of media, use only influential media (especially
publications in the Press), do not spread your communication too thin, go for quality
rather than quantity. Selective and in-depth coverage is what you must aim at, as it is
more effective and produces the desired results. let your communication be complete
honest, and backed with hard facts. The organisation must be able to live up to its claims
and promises in media, otherwise you can be in for further problems. The efforts made
64

65. by HUL in this respect have been orchestrated well to build image as well as to counter
negative publicity.
FINANCIAL RELATIONS
With the growth of the Indian economy and the business sector, management of financial
promotions and PR has taken on a new dimension. HUL is making special efforts to
ensure the goodwill of their shareholders, investors, financial institutions, and the rest of
the financial community. This is being done in the mass media and specialised media
ranging from annual reports to special brochures to audio-visuals, video films, and even
corporate advertising in the Press and television.
The main target group of a company in financial PR is its shareholders and potential
investors. They have to be given information they are entitled to have, and they have to
be kept interested in the company. Public relations must establish, maintain, and improve
the company’s image and reputation so that it can obtain funds from the public and the
financial institutions on the most favorable terms when it desires so The financial and
business Press, today, is very important in achieving this objective,
The importance of financial PR and the need for it is seen from the number and growth of
PR agencies specialising in financial promotion, advertising and PR management in
India. These include well-known names like Pressman, Clea, and Sobhagya, now a host
of others. They provide their clients a wide range of services and expertise in PR and
advertising.
65

66. CUSTOMER RELATIONS
In the past PR and marketing were considered separate and unconnected activities of
business in a company. Today, PR has a role to play in marketing not only to build
image, but to also help solve problems concerning a company’s products
Or services among consumers or other special groups, and generally protecting the
company’s reputation at the marketplace. Public relations with customers, and with
suppliers, in industrial products/services marketing at the institutional level is gaining
more and more importance today.
In today’s competitive market customers opt for products that are known and have an
image, and are backed by quality and good after sales service. Marketing people cannot
ignore public opinion on such aspects. In the long run, unfavorable opinions certainly
affect sales. Public relations can help in controlling and setting right some of these
opinions; it is therefore essential for companies to assign some of their attention and
resources to develop PR in marketing.
COMMUNITY RELATIONS
Today, the relationship between corporations and the community is a vital issue in
management of business organisations. It is acknowledged that business is no longer
done for the sake of profits alone. Because a company functions within a community, its
responsibility extends to giving back to the community something for what it makes from
it. This has been the philosophy of the Tata’s in India for years, today it is accepted and
66

67. is being followed by a number of other companies. This belief is now also considered
important and crucial by the government, consumerists and opinion leaders.
Company relations at an organisation can vary from local community welfare activities,
to large-scale sustainable development programmes for the betterment of lives of people.
Companies have to consider the community as one of its prime target groups. The
objective of PR is to help build image of the company: as a good corporate Citizen, a
good company to do business with, and a good company to work for.
EMPLOYEE RELATIONS
In employee relations, communicators are vital at every level. From top to bottom, also
from lower level to the top management level, and even the horizontal communications
among colleagues at the same level and between functions. The basic function of
communications and PR in the organisation is not just better functioning, but a fostering
of goodwill, trust, and togetherness among employees.
Employee in HUL one in a large number and they include both blue collar to white
collar. Internal PR must reach out to all of them. This makes the task tough and critical,
requiring much thinking and planning. Before planning PR programmes, therefore, it is
important to first assess the needs and requirements of employees. One of the major
goals of PR is to foster the participation of employees in decision-making, for this PR
programmes must be evolved around their motivations, job enrichment, training and
development, working environment, productivity, and overall growth in the company.
This, in other words, means PR for better employees, better employee morale, and better
67

68. relationships, resulting in success and growth of the organisation; and therefore, a better
image and reputation for it.
In the case of PR with employee, the function may seen to overlap with the working of
the company’s personnel department. In practice, however, it is necessary that the two
departments work closely together. They can mutually reinforce each other, especially in
areas like HRD. It is worth trying to integrate HRD with PR, if possible, in a company.
More so when with the growth of organisations in size, the individual employee is
becoming smaller and less significant, and thus losing his or her identity. Public relations
with HRD can play a crucial role in building and motivating the employees on their jobs
and in their contributing towards achieving the company goals.
INDUSTRIAL RELATIONS
This is another important area of work for PR executives. Its importance is growing,
with staff and workers getting to be united, more enlightened and demanding. Whether
they are unionized or not does not make a difference in the PR work, in either case, good
relations have to be maintained. In the case of unions, it is important to realize that
unions have their own goals. This makes it more difficult to deal with them in many
respects. Understanding these goals, and how they will affect Industrial relations and PR
efforts, is the first priority in dealing with unions.
Industrial relations concern the staff and workers in their relationship, as individuals and
as a group, with the management. Industrial relations are most often concerned with
problems related to wages, other monetary benefits, conditions of work, and so on. But
68

69. through timely PR and proper communication many of these problems can be avoided or
overcome altogether.
69

70. 70

71. RESEARCH METHODOLOGY
Research Methodology is a systematic way, which consists of series of actions or steps
necessary to effectively carry out research and the desired sequencing of these steps. The
marketing research is a process of involves a number of inter-related activities, which
overlap and do rigidly follow a particicular sequence. It consists of the following steps
1. For HUL the objective of the study
2. Designing the methods of data collection
3. Selecting the sample plan
4. Collecting the data
5. Processing and analyzing the data
6. Reporting the findings
71

72. RESEARCH DESIGN
Research Design specifies the methods and procedures for conducting a particular study.
A Research Design is the arrangement of conditions for collection and analysis of the
data in a manner that aims to combine relevance to the research purpose with economy in
procedure. Research Design is broadly classified into three types as
• Exploratory Research Design
• Descriptive Research Design
• Hypothesis testing Research Design
On the basis of the objective of study, the studies which are concerned with describing
the character tics of a particular individual, or of a group of individual under study comes
under Descriptive Research Design.
Descriptive Research Design: In this research design the objective of study is clearly
defined and has accurate method of measurement with a clear cut definition of population
which is to be studied.
72

73. PREPARING THE RESEARCH DESIGN
The research design is developed to collect the relevant information with minimum of
efforts, time and money.
• Marketing Research Objectives:
 To undertake a prior market study before doing owns research.
 To make an analysis on the basis of the results.
• Type of Study: Random
• Research Area: Ghaziabad
• Source of Information: Primary Data.
• Data Collection Instrument: Questionnaires & Personal Interview.
• Research Approach: Survey Method.
73

74. SAMPLING PROCEDURE
The procedure to choose the respondents to obtain a representative sample, a non-
probability sampling technique is applied for the target – market.
Non-Probability Sampling
It is a purposive sampling which deliberately chooses the particular units of the universe
for constituting a sample on the basis that the small mass that they so select out of a huge
one will be typical or representative of the whole.
Judgment sampling:
To select population members who are good prospects for accurate information?
SAMPLING DESIGN
A Sample Design is a definite plan for obtaining a sample from a given population. It
refers t the technique r the procedure adopted in selecting items for the sample. The main
constitution of the sampling design is as below-
1. Sampling Unit
2. Sample Size
SAMPLING UNIT
A sampling framework i.e. developed for the target population that will be sampled i.e.
who is to be surveyed.
• Consumers
74

75. SAMPLE SIZE
It is the substantial portion of the target population that are sampled to achieve reliable
results.
100 ------- RESPONDENT (Customer)
75

76. How to Get Customer Feedback on a New Product
Getting customer feedback on products is essential to the success of any business, and is
particularly important when launching a new product. The only way to predict how a
product will do in the market is to ask the people who will buy it. When launching a new
product, customer feedback is important both before and after the launch. There are a
variety of ways you can find out what your customers think.
Difficulty: Moderately Easy
Instructions
Things You'll Need:
• Comment cards
• Surveys
Use focus groups to get customer reactions to new products before they hit the
market. Focus groups consist of a handful of targeted consumers expressing their
opinions. Focus group participants can sign confidentiality agreements to prevent
them from leaking product information, if necessary.
Talk to customers directly. If you launch a new product in a brick-and-mortar
store, take the time to ask customers what they think of the product. Face-to-face
feedback is often the best option, because you can press customers for further
explanation of their opinions and get a dialog going.
76

77. Question employees who work with customers about customer reactions to the
new product. These employees are a valuable source of feedback, because they
get to deal directly with the customer.
Send surveys by mail or email following the purchase of the new product. This is
easiest done with products bought online, because you have access to a customer's
personal information. Surveys get higher response rates when they are
accompanied by an incentive, such as a coupon or the opportunity to win
something if the survey is completed.
Track the sales of your new product carefully. Your sales can tell you whether or
not the product hit on the mark.
Supply comment cards to customers. The easier a comment card is to use, the
more likely it is to be completed. Brief comment cards that use numerical ratings
for different criteria are a popular choice.
Hire a company to conduct telephone surveys on the new product to past
customers.
77

78. DATA COLLECTION
The data collection process is the predefined task that I have to undergo. The data
collection process starts right from the first day till the final day on the field. During the
whole period a list of different retailers scattered around whole of the South Delhi gets
visited on the regular basis. The main task is to analyze the market potential, study of the
market share of the company and analyzing the competitor’s strategies.
The survey process is not complete without consulting the Distributor &
Retailers. The distributors are the key nodes that make the chain moving effectively. So
the response made by them is also an essential criterion to involved and reaching for
certain decisions.
There are several ways of collecting appropriate data that differ
considerably in the context of money costs, time, and other resources at the disposal of
the researcher. The tools used for data collection are as:
78

79. DATA COLLECTION
Primary data Secondary data
Questionnaire Books
Direct personal interview Data provided by company
Journal
Internet
DATA SOURCES
PRIMARY DATA
The primary data are those data, which are collected afresh and for the first time. And
happen to be original in character. The primary data to be collected for the study are-
• Questionnaire – A set of questionnaire is prepared for the cause of
collecting different information related to the pre-determined objectives.
The questionnaire prepared is in two forms & targeted towards the doctors
and chemists differently. The format of questionnaire is structured and
non-disguised.
• Direct Personal Interview – Under this method of collecting data there is
face-to-face context with the person from whom the information is
obtained. The data collected are from the respective selected doctors and
chemists visited regularly. The pattern used is Structured and Indirect
Interview.
79

80. SECONDARY DATA
Secondary data means data that are already available i.e., they refer the data,
which have already been collected and analyzed by someone else. When the researcher
utilizes secondary data, then he has to look into various sources from where he can obtain
them, IN this case he is certainly not confronted with the problems that are usually
associated with the collection of original data. Secondary data may either be published
data or unpublished data. Usually published data are available in:
• Various publications of the central, state and local governments;
• Various publications of foreign government or of international bodies and their
subsidiary organization;
• Technical and trade journals:
• Books, magazines and newspapers;
• Reports and publications of various associations connected with business and
industry, banks, stock, exchanges etc.;
• Reports prepared by research scholars, universities, economists etc. In different
fields, and
• Public records and statistics, historical documents, and other sources of published
information. The sources of unpublished data are many; they may be found in
diaries, letters, unpublished biographies and autobiographies and also may be
available with scholars and research workers, trade associations, labor bureaus
and other public/private individuals and organizations.
80

81. SWOT ANALYSIS
OF
HUL PUREIT
81

82. STRENGTH
 HUL has more than 100 million customers.It is the largest FMCG Company in
India and had also put step forward to the water purifier industry by launching
PUREIT.
 HUL PUREIT is a part of unilever group hence it has strong brand equity and
name.
 It has a strong distribution network both in rural as well as urban area.
 The company has 18000 employees and has a annual turnover of INR 31,987
CRORES (Financial year 2015-16)
 The company has covered entire Indian nation with its products.This has
underpinned its large and rising customer base.
WEAKNESS
 Dissatisfaction among customers due to lack of service.
 HUL have stopped door to door selling which is the biggest weakness for the
company.
 Newly introduced marketing strategies for pure it not working effectively.
82

83. OPPORTUNITY
 HUL PUREIT has introduced pureit marvello RO with reverse osmosis
technology which is going to compete with eureka forbes aqua guard RO.
 Spreading their distribution channels in rural areas in india which is going to help
them attract more consumers as quality of water is not good there.
 Rising income level i.e., increase in purchasing power of cunsumers that will help
in boosting their high range products.
 Large domestic market with more population of median age 25.
 Lower price and smaller packs are also likely to drive potential up trading for
major FMCG products.
THREAT
 Threat from competitors like kent, TATA swach, eureka forbes, whirlpool and
others.
 Quickly changing global industry can be a matter of threat for HUL in India.
 Pressure form substitute product like packaged drinking water, municipal supplies
etc.
 Buyer switching suppliers based on prices and value added services.
83

84. DATA ANALYSIS
AND
INTERPRETATION
84

85. DATA ANALYSIS
Water source :-
(a) Municipal water
(b) Canned water
(c) Tanker
(d) Bore well
48
20
12
20
0
10
20
30
40
50
muncipal water
canned water
tanker
borewell
Inference
It means that 48% use municipal water &20% use canned water ,12% uses tanker water&
rest of the person uses borewell
85

86. Drinking water consumption per day
(a) 0 to 5 liters (c) 10 to 15 liters
(b) 5 to 10 liters (d) Above 15 liters
15
25
35
25
0
5
10
15
20
25
30
35
0-5ltr
5-10ltr
10-15ltr
15above
Inference
It means that 15% uses less than 5 lite,25% people uses 5-10 liter&35% persons uses
10-15litre & rest of them uses more than that.
86

87. Water problems (a) Bad taste
(b) Bad odors
(c) Hard water
(d) Muddy water
19
25
34
22
0
5
10
15
20
25
30
35
1st Qtr
badtatste
bad odor
hard water
muddy water
Inference
It means that 19% have a problem of bad taste in water, 35%have bad odors, 34% have
hard water, 22%have muddy water as their problems.
87

88. Any water borne diseases faced by family members in last 3 years
(a) Yes (b) No
0
20
40
60
80
100
120
1st Qtr
no
yes
Inference
It can be inferred from the above that 80% of the disease were faced by the water
problem.
88

89. Which filter brands you are aware of?
(a) Whirlpool (b) Kenstar (c) Eureka Forbes (d) Pureit
%age of user
15%
15%
30%
40% whirlpool
kentsar
eureka forbes
pureit
Inference
It can be inferred from the above that 40% of the person uses pureit 15% uses
Whirlpool 15% uses kenstar & 30% uses eureka fobes.
89

90. How do you treat your drinking water ?
(a) Boiling (b) Candle filter (c) Tap filter (d) Aquaguard
15
25
20
40
0
10
20
30
40
1st Qtr
boiiling
candle filter
tap filter
aquaguard
Inference
It can be inferred from the above that 40% of the person uses aquaguard ,20%
tapfilter &25% candlefilter & 15% uses boiling.
90

91. Are you satisfied with Pureit?
a) yes b)no
60
40
0
10
20
30
40
50
60
yes no
yes
no
Inference
It can be inferred from the above that60% was satisfied & other was not.
91

92. Are you interested in knowing the new product if you have?
(a) Yes (b) No
Inference
It can be inferred from the above that 60% was interested in knowing about new
product& other says no.
92
40%
60%
yes
no

93. Are you interested to purchase our product which give you “as safe as boiled water”?
(a) Yes (b) No
30
70
0
10
20
30
40
50
60
70
yes no
yes
no
Inference
It can be inferred from the above that only 30% were interested in purchasing the pureit
“as safe as boiled water
93

94. FINDINGS
94

95. FINDING
 The survey about the brands recall and recognition of pureit reveals that 32% of
customer elect pureit. Next comes the brand Usha Birla (waterguard digital) 21%
and then Kent (pride) 15% aided. pureit has got the top position.
 It is found that the overall satisfaction of customer is the highest on 11 watts of
pureit.
 pureit customer are highly satisfied in the attributes to price and long life.
 Among the Existing customer the influence of friends and relatives were found to
high in purchasing decision of the current brands.
 Most of the existing customers expectation regarding the life of pureit ranges
from 1 to 2 years.
95

96. CONCLUSION
96

97. CONCLUSION
• The company need to stress on research work because 50% of the retailer said , it
is demand that are selling havels Pureit and 42% agreed that at the retailer shop it
is the brand popularity when determine to purchase the Pureit.
• Marketer needs to use advertising and brand building strategy to address the
descriming buyers.
97

98. LIMITATION
98

99. LIMITATIONS
• Lack of time for the research
• Absence of proper cooperation of customer.
• The time cause major hindrances. If the area met.
• The area was large.
• Sample size 100 which not be sufficient
• Most of the customer does not have time.
• Some time the right person was not at a place.
• Lack of time.
99

100. RECOMMENDATIONS
AND
SUGGESTIONS
100

101. RECOMMENDATION AND SUGGESTION
 From the extensive survey it is found that customer bought the product mainly
because Existing user. A customer does not see advertisement of pureit .So company
should highlight in the Advertisement the exclusive product feature, which make it
different from other brand.
 The product features of pureit should be look into as the satisfaction regarding
various attributes like brightness, long life , low voltage, after sale service, fullfil the
promises, which are rated low.
 At present in pureit market many pureit are in the market with highly
sophisticated pureit with extended product feature. So constant improvement and
changes and additional should be looked into.
 The company should maintain a strong relationship with dealer so that they will
be able topromise the product. An company should also look into customer
relationship management so that company product can be promoted through.
101

102. ANNEXURE
102

103. QUESTIONNAIRE
1. Name of the customer
2. Age
3. Sex
4. Address
5. Monthly Income
6. Phone number
7. Occupation
8. Adults
9. Children
10. water source (a) Municipal water
(b) Canned water
(c) Tanker
(d) Bore well
10 Drinking water consumption per day
(a) 0 to 5 liters
(b) 5 to 10 liters
(c) 10 to 15 liters
(d) Above 15 liters
103

104. 11. Water problems (a) Bad taste
(b) Bad odors
(c) Hard water
(d) Muddy water
12. Any water borne diseases faced by family members in last 3 years
(a) Yes (b) No
13. Which filter brands you are aware of?
(a) Whirlpool (b) Kenstar (c) Eureka Forbes (d) Pureit
14 How do you treat your drinking water ?
(a) Boiling (b) Candle filter (c) Tap filter (d) Aquaguard
15 If you are using any purifier when was it purchased?
16. What was it cost?
17 Any maintenance cost you are paying?
104

105. 18 Are you satisfied?
19 Are you interested in knowing the new product if you have?
(a) Yes (b) No
20 Are you interested to purchase our product which give you “as safe as boiled
water”?
(a) Yes (b) No
DATE :-
SIGNATURE :-
105

106. BIBLIOGRAPHY
106

107. BIBLIOGRAPHY
o WEBSITE
WWW.Pureit.com
www.HUL.com
www.Answers.com
www.scribd.com
o BOOKS
 AUTHOR ---- PHILIP KOTLER
 TITTLE -----MARKETING MANAGEMENT

• PUBLISHER --- Hall of India pvt.ltd 1999
 EDITION --- 9TH
o RESEARCH METHODOLOGY
 AUTHOR ---- C R KOTHARI
 TITTLE ---- RESEARCH METHODOLOGY
 PUBLISHER --- Wiley eastern limited, 1985
 EDITION --- 11th
o NEWSPAPER
• THE ECONOMIC TIMES;
107

108. (Monday june 20th
2016)
108