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INSTITUTE OF MANAGEMENT

TECHNOLOGY, NAGPUR

PGDM CORE
SECTION A

PROJECT REPORT ON WATER PURIFIERS


SUBMITTED TO : Dr. Kapil Chaturvedi

Submitted by
Group 10
GEETIKA AGARWAL 201911011

ISHITA MEHTA 201911014

MUKUL CHAUDHARY 201911023

NAMIT SINGH YADAV 201911025

PRIYANKA VALECHHA 201911030

SURBHI JOSHI 201911110


WATER PURIFIER
Industry structure- Market share
India has the world's highest number of people (about 163 million) who are
facing access to clean drinking water close to home according to a report
published by Water Aid. This has brought about the need to be aware of
purification techniques and availability of purifiers to ensure quality drinking
water. Simply talking, a water purifier is designed to remove the impurities
from water.
In India, water purifier market can be segmented into three divisions: Offline,
UV, and RO water purifiers. Offline water purifiers employ the simple concept
of gravity for a purification process that does not require the need for electricity.
Similarly, Reverse Osmosis (RO) uses the semi-permeable membrane filter to
remove dissolved inorganic solids impurities and also even bacteria from water.
Likewise, UV water purifiers use ultraviolet light for germicidal eradication and
can be paired with other systems of purification for better results

Water Purifier industry in India is estimated and valued by the performance of


the organized players which constitutes of major companies in the market. The
water purifier industry registered revenues of INR 4200 crore in FY’2017.
Organised water purifier market is expected to have market share of more than
75% in value terms.
Key Market Players- volume and revenue sales.
1. Aquaguard Geneus RO + UV +UF water purifier: Eureka Forbes
Ltd is a consumer goods company based in Mumbai, India. It was
founded in 1982 and is a part of the Shapoorji Pallonji Group. The
company also covers vacuum cleaning, air purification and home
security solutions apart from its water purification products. The water
purifier business accounts for 70% of Eureka Forbes’ turnover. It grew
59% in 2016-17 over the previous year.

2. Kent Grand Plus Mineral RO+UV Water Purifier: It comes under


Kent RO Systems Ltd which is an Indian healthcare products
company headquartered in Noida, Uttar Pradesh. The company
manufactures water purifiers based on the process of reverse osmosis
(RO) purification. Along the years, it has expanded its products range
from vacuum cleaners, air purifiers, vegetable and fruit purifiers to
water softeners. The company sells more than 225,000 RO purifiers
every year and holds around 40% market share in India. RO purifiers
make about 80% of its revenues
3. Blue Star Aristo RO + UV 7-Litre Water Purifier: Blue Star Aristo
RO + UV 7-litre water purifier is manufactured by air-conditioner
manufacturer Blue Star Ltd. This is a six-stage water purification
device. It includes a pre-sediment filter, pre-carbon filter, RO
membrane, UV lamp, post-carbon filter, and aqua taste booster. The
company also retails commercial refrigerator, air-conditioners apart
from water purifier and had registered $352 million USD revenue
from this straight up in 2016

4. Others:
 Livpure Pep Pro++ 7 L RO + UV +UF Water
Purifier: Livpure is a brand of SAR Group company. Livpure
Pep Pro water purifier gears RO, UV and UF technologies in
purifying the water. The fact that it is rated 4+ Stars by more
than 500 real buyers at Amazon also signifies the popularity it
has gained. The company expects the industry to double every
five years or so and hope the market to reach about $1.12-1.41
billion USD by 2021
 Pureit Mineral Classic RO+UV Water Purifier: It is
considered as one of the best budget water purifiers in 2018. It
has the Storage capacity of the 6 litres. The purifier includes a
six-stage purification process including pp melt down, pre-
sediment filter, Pre-Ro carbon filter, post-carbon sediment
filter. The post-carbon sediment filter removes all the suspended
dust, impurities, chlorine and thus improving the taste of water.
It comes under the Hindustan Unilever Limited (HUL) which is
an Indian consumer
goods company based in Mumbai, Maharashtra. It is a
subsidiary of Unilever, a British-Dutch company. The company
had a revenue of US$4.8 billion in 2016-2017.
MARKET SHARE

18%
AQUAGUARD
36% KENT RO
6% BLUE STAR
OTHERS

40%

MARKET SHARE (%) FY 2018-19

VOLUME SALES & REVENUE SALES OF INDUSTRY


As people are currently becoming more health conscious, the Indian water
purifier market is expected to grow at a steady pace. The water purifier products
are available at low prices and have started to penetrate in lower income
households. The demand of RO technology water purifiers is on the rise. The
home water purifier industry in India is valued at USD 868 million in FY 2018,
has been growing at a CAGR of about 20% for the last three years.
PRODUCT MIX OF PLAYERS
What is product-mix?
• Set of all product offered for sale by a company.
• It consists of various product line.
• Any company’s product mix has four dimensions: 1. Width 2. Length 3. Depth
4. Consistency
1. Width: Number of different product lines carries by the company.
2. Length: Total number of items in the product mix of the company.
3. Depth: Assortment of size, colour and models offered in each item of a
product line.
4. Consistency: It refers to the relationship of various product line either in their
end use, production requirement, distribution channel or other way.
Product Mix
1) KENT RO (KENT RO SYSTEMS)
Product mix: water purifier, air purifiers, water softener, cooking appliance,
vacuum cleaners. HEPA Air Purifiers, Vegetable Cleaners, Water Softeners and
the Smart Chef range of kitchen appliances.

2) BLUE STAR (BLUE STAR)


Product mix: Air conditioners, water purifiers, air purifiers, air coolers, water
coolers, commercial refrigeration, cold storages, special products.
3) AQUAGUARD (EUREKA FORBES)
Product mix: EUREKA FORBES offers water purifiers, vacuum cleaners, air
purifiers, security solutions, health conditioners. Eureka Forbes sells products
for household and institutional use. Its core products are consumer durable
products which include water purifiers, security systems, air purifiers, vacuum
cleaners and ancillary services.
4 P’s IN THE MARKETING MIX OF WATER PURIFIER INDUSTRY
Kent RO systems
Product in the Marketing Mix of Kent RO:
Kent RO systems has product mix as follows

Water Purifier

 UV Water Purifiers
 UF Purifiers gravity-based
 Integrated RO Purifier with Chiller
 RO Water Purifier- Under the Counter
 Kent Tap Guard

Water Softener

 Mini Water Softener


 Autosoft 255 Water Softener

Place in the Marketing Mix of Kent RO:

Kent RO has extended its presence to most parts of India that includes nearly


1,800 towns and cities with its headquarters base at Noida in Uttar Pradesh. It
has spread its international presence with exports to countries associated with
SAARC like Bangladesh and Nepal and also to Kenya and Few Middle-Eastern
countries.It has three manufacturing facilities at Roorkee in Uttarakhand which
has a capacity of 1 million units annually and a fourth is underway at Noida.
Kent has branches in states also.

Price in the Marketing Mix Of Kent RO:

Kent RO offers its customers premium products that are made with help of
latest technology RO and hence its production costs tend to become a bit higher
than its competitor’s prices. Kent has adopted a premium pricing strategy for its
products and the company has been able to maintain it successfully because
consumers are now more techno-friendly and comprehend the importance and
value of high-quality products even if its base price is a bit higher.

Promotion in the Marketing Mix Of Kent RO:


Kent RO is a known for its strong brand awareness. It has adopted several
promotional plans to market its products successfully. The company has created
and launched several commercials via television channels, radio, newspapers,
magazines, hoardings and social media platforms. Kent RO realises the instant
impact of celebrity power and hence has roped in famous Indian actor Hema
Malini and her daughters Ahana Deol and Esha Deol.

Eureka Forbes- Aquaguard


Products in Marketing mix of Aquaguard

Aquaguard water purifiers have an advanced product range of water purifiers


with a patented technology known as mineral guard technology. The various
types of water purifiers by Aquaguard are as follows:

 RO water purifiers: Aquaguard Revivato purify the water from borewell,


which has a salty taste.
 UV water purifiers: Aquaguard classic and compact, to effectively purify
the water from municipal water supply drawn from lakes or rivers this
doesn’t have a salty taste.
 RO+UV water purifiers
 Universal water purifiers: Gold Nova and Total sensa these two have
RO+UV+ UF features to protect the original taste of water and they
automatically choose the type of purifying technology based on the source
of water whether it is from bore well, municipal or even a tanker
 Personal water purifiers: to provide you pure water on the go.

Place in Marketing mix of Aquaguard

Aquaguard has a huge channel network across the country. The product is sold


via dealers who provide installation for the products. Or it is sold via modern
retailers as well as through online channel. The company also has a strong
service network which is needed for a product such as Water purifiers.

Price in Marketing mix of Aquaguard

Aquaguard RO water purifier costs Rs 15900 as being an older player in the


market it able fetches this price through economies of scale. Aquaguard
UV purifier costs around Rs 8000. The local players give very quick service
due to which they take away the market. Hence Aquaguard has competitive
pricing as the only advantage in its kitty. This competitive pricing matches very
well with its superior value and hence the customers get the right value for
money products from Aquaguard.

Promotions in Marketing mix of Aquaguard

Initially company adopted the strategy of direct selling and now it has become
Asia’s largest direct selling company with 5000 direct selling agents covering
up to 1.25 million Indian households. From the start, the push strategy of
Aquaguard was very strong & the sales strategy that it employed of
sending sales people from door to door was detrimental to create a strong brand.
Later the company moved to digital medium of marketing and newspaper ads,
helpline numbers and TV ads were started. Aquaguard still relies on direct
selling agents as their core strength.

Blue star

Products in Marketing mix of Blue Star

Blue Star forays into the residential water purifiers business with a stylish and
differentiated range; launches India's first RO+UV Hot & Cold water purifier.
Water purifiers have RO, UV, RO+UV and its variants. Blue Star has launched
a range of 13 models, including colour variants, perhaps the largest by any new
entrant in the category. It has chosen to stay away from the low cost gravity
water purifier for now and will focus on electric purifiers initially. Out of the 13
models, 11 of them offer a double layered RO+UV protection to ensure that the
water is absolutely safe and pure. The offering comprises four series called the
Stella, Prisma, Edge and Majesto.

Price in Marketing mix of Blue Star

Price points varying from ₹14,900 to ₹44,900 for many variants of water
purifiers with Stella and Prisma for premium set of buyers prices at Rs 44,900
and 24,900 respectively. Edge and Magesta are priced at 21,900 and 14,900 for
budget friendly segment.

Place in Marketing mix of Blue Star


With respect to distribution, Blue Star water purifiers were initially available in
Mumbai, Delhi NCR, Bengaluru, Secunderabad, Chennai, Pune, Ahmedabad,
Nagpur and Chandigarh. In a few weeks, the distribution ramped up in all states
in the South, Maharashtra and Gujarat as well as a few Tier 2/3 markets in the
North. Next year, they will be made available across the country. This phased
approach is being implemented since the water quality varies from market to
market, and it is prudent to approach all of them systematically rather than all at
one time.

Promotion in Marketing mix of Blue Star

In terms of advertising and brand communication, the Company has plans to


invest about ₹25 crores in FY17 on water purifiers, with a TV commercial
supported by hoardings and activations as well as digital, especially in social
media. It has partnered with Oglivy, India's leading creative agency for the
formulation of its communication strategy. The value proposition for the
segment has been identified as 'Choose Purity'. Just like other businesses, Blue
Star will be persistent with its strategy of Integrated Marketing Communication
comprising mass media, field promotions, digital platform, Press, events and
social media, apart from one-to-one marketing in water purifiers as well. The
Company has also been recently recognised among the 'Best Corporate Brands'
by the Economic Times.

Product plan of players-

Kent RO- Water purifier major Kent RO Systems is looking to increase exports
by 50 percent each year, targeting neighbouring countries like Sri Lanka, Nepal
and Bangladesh besides the Middle East. They already do export of Rs 40 crore
every year which contributes 10% the revenue and they are planning to increase
it to 60 crore this year.  Water purifier maker Kent RO Systems, is aiming to
cross revenue of Rs 950 crore in the current financial year and it has plans to set
up its third manufacturing plant in Noida over the next four to five years.

Eureka forbes- is looking to further consolidate its position on account of focus


on segment of non-metro and semi-rural markets. As per market reports, the
water purifier segment in India is expected to grow at 11.5 percent CAGR
during 2018-2025.
Blue star- It is aiming to pave its entry into commercial water purification
systems. Also distribution in tier 2 and 3 cities.  The Company is committed to
make significant investments and wants this business to set a benchmark in
terms of the product offerings as well as after-sales service. The water purifier
industry is currently dominated by specialists, and we intend to be a specialist
player in this category as well. We aim to reach a market share of 15% in about
3 years." Bluestar would expand its network in the overseas markets, where it is
operating, and is aiming to have a turnover of Rs 10 billion in the next three
years. While the company has set a target to achieve 10 per cent market share
by FY21, it is planning to increase the share to 5 per cent or more this year from
2 per cent in FY19. To support our growth plans, we plan to spend about ₹30
crore on advertising and sales promotion of our water purifiers.

GROWTH STRATEGIES OF PLAYERS

1. EUREKA FORBES- With a customer base of 15 million, presence in


550 cities in India and 35 countries globally, Eureka Forbes is easily the
market leader in the water purifier category in India. While there are
challenger brands in the water purifier market, Eureka Forbes has
maintained its stronghold in the market having entered the tier 2 and 3
markets at a rapid pace. There are two water purifier brands of Eureka
Forbes that they advertise; Aquaguard and Aquasure. Aquaguard,
primarily targets the lady of the house who is a young mother aged
between 25-40 years. As far as Aquasure is concerned, it’s a brand that
they sell through retail. The target group is slightly younger. There are
different ways to reach out to both. They use Television advertising
primarily for brand building. Since they are in the business of direct
selling, the components of their advertising are built around opening
more doors for the sellers. While TV does the job of brand building,
digital and print drive lead generation. Digital in the top 40 cities of India
is gaining more prominence, because lead generation and conversion
rates are higher than that for print. But for the small towns where the
reach of digital is less, they depend on Print advertising. Their campaigns
have helped in educating the consumers about the nutritional value of
drinking water and how it is good for health. They launched the sehat ki
awaaz campaign last year for Aquaguard. The campaign was launched
both on TV and in print and positioned Aquaguard as a solution provider
and expert advisor.

1. KENT RO- In 2005, Kent roped in Hema Malini, which helped it gain
consumer attention. She was ideal for endorsing our brand as she was a
housewife, popular, and appealed to the ladies.  Apart from expanding its
presence in India, Kent has managed to establish its foothold in
neighbouring countries such as Nepal, Bangladesh, and Sri Lanka with
exports contributing 10% to its revenue. They are doing business with 12
countries and looking to double their exports in next two years.
 
Manufacturing Facility & Capacity: Overseeing the setting up of their
new manufacturing facility in Noida, the company is preparing for future.
The company already has a facility in Roorkee to make 5,00,000 RO
units annually and 5,00,000 gravity based water purifiers running on a
single shift, yet it has chosen to invest in another Greenfield facility near
Noida, when a scale up in production could have been affected by simply
extending the shift at the existing plant. It has taken them 18 years to
grow the overall market to 3500 crore but the penetration levels are still
at 2-3percent. Once they cross 4%, the growth will be exponential.
Investment in the new facility, which is expected to be operational by
next year 2018, is expected to cost the company about Rs.100 crore.
 
To showcase its wide product range, Kent has set up its Experience
Centers in Noida's DLF mall and Lajpat Nagar this year. The center will
allow consumers to experience Kent's products and its features through
live demonstrations.
2. BLUE STAR - Blue Star forays into the residential water purifiers
business with a stylish and differentiated range; launches India's first
RO+UV Hot & Cold water purifier. has announced its entry into the
residential water purifier business with the launch of a range of stylish,
differentiated and premium products. The Company will initially offer
residential water purifiers, and will gradually enhance its range to cover
commercial water purification systems as well. This initiative is part of
the Company's aggressive growth plans to expand its presence in related
new product categories. lue Star has been in the water cooler business for
nearly seven decades and is also amongst the largest suppliers of bottled
water dispensers in the country. Given its long association of water,
coupled with the fact that it is perceived as a premium and modern brand
and has a distribution network in nearly 4000 retail points across the
country for its room air conditioners, the Company believes that it will be
able to make deep inroads into the water purifier business.

Blue Star has launched a range of 13 models, including colour variants,


perhaps the largest by any new entrant in the category. It has chosen to stay
away from the lowcost gravity water purifier for now and will focus on electric
purifiers initially. Out of the 13 models, 11 of them offer a double layered
RO+UV protection to ensure that the water is absolutely safe and pure. The
offering comprises four series called the Stella, Prisma, Edge and Majesto, with
price points varying from ₹14,900 to ₹44,900.
Stella is India's first RO+UV purifier that dispenses hot, cold and room
temperature water. It dispenses hot water (upto 85 degrees); so one can make
soups, tea and coffee at the press of a button and gives cold water (as low as 5
degrees); so one can have chilled mocktails and cocktails. This also circumvents
the need to keep cold water bottles in the refrigerator since the cold water tank
is over 3 litres, with a large, overall tank capacity of 8.2 litres. In addition, it has
double layered RO+UV protection; taste enhancer; child lock function; anti-
stagnant ripple technology to prevent formation of slime and auto clean,
amongst several others. It has electronic dispensing buttons in lieu of the normal
manual tap as well as touch sensors which are convenient to operate. Priced at
₹44,900, it is targeted at the evolved premium buyer. While consumers spend
significant amounts on their kitchen aesthetics, there is no brand so far that has
water purifiers matching their elegant décor. This series will play a significant
role in redefining the premium landscape of water purifiers in the country.

CONSUMER TRENDS FOR THE INDUSTRY

 Water purifiers are no longer considered to be consumer durables limited to


affluent households. Increasing awareness coupled with lower prices have
increased the penetration of water purifiers across lower income groups and
rural households in the country. Reverse osmosis (RO) technology embedded in
modern water purifiers is the most popular category. 
Water purifiers range from simple water filters to advanced purifiers using
membrane technology for water filtration followed by disinfection with
ultraviolet (UV) lamp filters. Water purification has evolved, from using clay to
filter out the sediments, to advanced water purification technologies that use
electricity.

Water purification, though still viewed as a niche segment, is growing at a rapid


pace. The technologies available in the India water purifier market are gravity
purifier, RO purifier, sediment purifier, water softener, and UV purifier. Of
these, the RO and UV purifying technologies are expected to show a strong
growth rate as they have the ability to purify the water to the maximum level.
Analysts have estimated that the RO purifier technology segment will progress
at a CAGR of 18.2% during the forecast period. Reverse osmosis (RO)
technology is extensively used for purifying water. It removes germs and other
dissolved salts from water by using membrane technology.
The various end users of these technologies are industrial, commercial and
household. The commercial and household segments will see a high adoption of
water purifying technologies. Between the forecast period of 2016 and 2024, the
household segment is expected to register a CAGR of 15.5%. The growing
demand for affordable and portable water in Indian households is expected to
play a critical role in shaping the trajectory of the India water purifier
market [35].
Total water purifier market has segmented into organized water purifier and
unorganized water puffier. Both these markets has made up of Ro+ water
purifier, UV water purifier and Offline/Gravity based water purifier. Among
these, basic RO is major market share holder but will be beaten by Ro + UV +
UF at the end of 2022-23.
The total market is made up of organized and unorganized players having a
large price difference between them. Unorganized players are slowly becoming
organized through an easy online platform. E-commerce has created a huge
difference in distribution channel of all players whether organized or
unorganized. Demand at the top end (electric) of the water purifier market, as
well as the bottom end (non-electric/gravity based), is showing strong growth.

CUSTOMER’S VALUE ASSESMENT, KEY FEATURE & PRODUCT


KRA’s
Key Features of Water Purifiers:
A good water purifier removes the excess salts, suspended particles and
microbes, and retains its essential vitamins and minerals.
The most essential qualities of a water purifier should include:

 The ability to cleanse water and somehow put it in its pure state.
 Making it taste better.
 Help prevent diseases which could kill you.

Types of Water Purifiers:

Depending on the water purification methods water purifiers are can be


classified into 5 types.

1. Reverse Osmosis(RO)
2. Ultraviolet(UV)
3. UltraFiltration(UF)
4. Activated Carbon
5. Sediment filter

Key Features of Products:


Kent RO

 7 Stage Purification using RO+UF+ UV with TDS Controller.


 Storage Capacity: 8 Litres, Purification Capacity: up to 20 litres/hour.
 Best for all types of water sources like municipal, borewell, and tanker.
 Filter Change Alert and UV Fail Alarm
 Save Water Technology: Recovers more than 50% of water.
 TDS Controller keeps the essential minerals in the purified water.
 Built-in SMPS to handle a wide voltage range (100 – 300 Volts).
 1-year warranty + 3 years free service.
Blue Star RO
 6 Stage with 100% RO and UV purification
 Purification capacity of up to 12 litres/hour
 Storage capacity of 7 Litres
 Purification on and Tank Full indicators
 Alerts for UV failure and low water pressure
 Child lock button

PureIT Water Purifier

 6-stage RO+UV purification


 Break-resistance tap
 Post-RO carbon filter for cleansing the water of chlorine, dust and other
impurities

LEADING AND LAGGING INDICATORS FOR INDUSTRY


The growth in the water purifier market has been largely driven by the
increasing water pollution in the country and the lack of fresh water supply by
municipalities. Total market is made up of organised and unorganised players
having large price difference between them. Unorganised players are slowly
becoming organised through easy online platform. 

E-commerce has created huge difference in distribution channel of all players


whether organised or unorganised. Demand at the top end (electric) of the water
purifier market as well as the bottom end (non-electric/gravity based) is
showing strong growth.

MARKET DRIVERS:

 Existing water pollution: In India, the pure, clean and safe drinking
water is not easily accessible and is often contaminated. Even tap water
contains more than 2100 toxins. The overpopulation, the industrialization,
and environmental degradation may result in impurity. It is seen that only
about less than 30% of industrial wastewater is treated before their release
into the environment thereby polluting water resources. Thus, different water
purifiers are on demands to ensure the quality of drinking water [16].
 Governmental initiatives: According to the data by the World Bank,
water-related communicable disease account to about over 75 % to address
the issue, the Indian government is focused on investing the good amount of
support in creating good infrastructure for the water market and raise
awareness regarding drinking untreated water and its related health hazards.
This campaign is expected to have a positive impact on the overall market
demand for water purifier in India[17]. Likewise, the demand for commercial
water purifier technologies and solutions will enable the several small shops,
cafés, and public places in India to comply by the government initiatives of
creating availability of purified water across the country [18].
 Competitiveness: The water purifier market has advanced into
innovative and cost friendly approach whereby the quality of products are
not compromised and are aimed to meet the international standards as well.
The competitiveness with respect to the non-electronic product has brought
about the shared revenue in offering its user with after sales services and
replacement filters as well.

MARKET RESTRAINTS:
Although the awareness programs, utility, and popularity of water purifier has
increased, yet some restraints remain to limit this market:

 Maintenance costs of filters and spares: The issue of regular filter


change in RO as at least 3-12 stage of purification occurs and the probability
of clogging impurities may be seen. Also, sediment and carbon filters are to
be changed annually in RO. Likewise, the RO membrane replacement needs
to be changed every two-three months for better performances [20].
 Lack in end-user education: The main restraint lies in educating the end
user on the effectiveness of water purifiers and convincing the consumer to
invest in the long-term approach towards drinking healthy water. This is
expected to pose the restraint to the water purifier market in FY 2018.
 Traditional approach: There are still the large group of people who rely
on boiling water to ensure purification of water in the rural area of the
country.
Sources of competitive information

 Public domain information - Listed companies have to publicize their


information as it is legal obligation.
 Sales force and customer service staff - They seek information from
customers, suppliers and industry workers.
 Internal information is gathered from research and analysis (Marketing
Information System)
 Trade show- WATEREXPO was the most exclusive trade show on Indian
water industry as most cost effective marketing platform for key players
the water India's water expo ensures that the attendees reach target
customers. Manufacturers specializing in water treatment, waste water
management and other related industries can show case and exhibit
products and expertise. The show lays specific emphasis on the rapidly
growing point of use residential water purification market and draws a
large number of component manufactures system integrator and
distributions form all over India.
 Information on company website and e-commerce platforms-
specifications of the product are listed which can be a source of
information for the competitors.

BRANDING ELEMENTS OF PLAYERS- NAME, LOGO,


SLOGAN/TAGLINE, POSITIONING, AD COPY & BRAND PROMISE.

1. AQUAGUARD-

 LOGO:
 SLOGAN/ TAGLINE: “Paani ka doctor”. As they used the word
“Doctor” in the tagline, it immediately built trust on them. This tagline is
one of the best ones till date.
 POSITIONING: Due to its long time presence in the market and
excellen products, Aquaguard clearly has top of the mind positioning in
the mind of consumers. It is almost a generic brand, with most people
calling a purifier “Aquaguard” irrespective of the brand they are going to
buy.
 AD COPY:

2. KENT RO-

 LOGO:

 SLOGAN/ TAGLINE: “Duniya ka sabse shudh paani.”


 POSITIONING: Kent RO has evolved as a market leader with
a vision to make the world a happy, healthy and better place with its
innovative designs and enhanced technology. They are the pioneers in
bringing to India a revolutionary technology like Reverse Osmosis. 
 AD COPY:

3. BLUE STAR-

 LOGO:

 SLOGAN/ TAGLINE: “ Purity you can trust.”


 POSITIONING:  The Company has been in the water cooler business
for nearly seven decades catering to offices, educational institutes, hotels,
factories and hospitals and is also India's largest exporter of water
coolers. Blue Star is also amongst the largest suppliers of normal, hot and
cold bottled water dispensers in the country catering to smaller offices
and establishments. Since Blue Star has a strong connect with water, and
consumers are aware of this association for years, it believes that
launching water purifiers would help it leverage this association.

 AD COPY:
References

Newspapers

 The Economic Times


 Business Standard
 Bloomberg
 Financial Express
 Livemint

Websites

 moneycontrol.com
 eurekaforbes.com
 kent.co.in
 bluestarindia.com

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