PROJECT REPORT

ON
A STRATEGY ON MARKETING MIX &
COMPETITIVE ANALYSIS OF “PURE IT” (HUL)

AT
HINDUSTAN UNILEVER LTD. (HUL)”

Under the guidance of:

MR. RUPESH , T.S.O
HIDUSTAN UNILEVER LIMITED

Submitted by:
NEERAJ SINGH
2nd Semester MBA,
INDORE MANAGEMENT INSTITUTE
I

SUBMITTED BY : UNDER THE GUIDENCE OF

NEERAJ SINGH RUPESH SIR (T.S.O)
Roll No. 049
PGDM- IMI 2009-11

IN PARTIAL FULFILMENT FOR THE AWARD OF THE DEGREE OF

POST GRADUATE DIPLOMA IN MANAGEMENT
(MARKETING and HR)

DECLERATION:

I, NEERAJ SINGH, a student of PGDM-IMI (2009-11) studying at

INDORE MANAGEMENT INSTITUTE ,INDORE , solemnly declare that
the project work titled- ‘A Study on Effectiveness of Kiosk-based sales
channel & competitive analysis of “Pure it” (HUL)’ was carried out by me at
Hindustan Unilever Limited; Hyderabad, in partial fulfillment of the PGDM
programme.

This programme was undertaken as a part of academic curriculum

according to the University rules and norms and by no commercial interest
and motives.

Place:

Date

NEERAJ SINGH
PGDM- IMI
2009-11
ACKNOWLEDGEMENT
It is my privilege to thank all of them who have supported me in carrying
out this project successfully.
Firstly I would like to express my sincere thanks to two separate concerns
my college and HUL, the former for arranging and guiding me to start the
project and the latter for extending their noble help for its formation and
completion.

I express my sincere gratitude to Mr. RUPESH a, TERRITORY SALES

MANAGER , HUL for extending guidance and direction in preparing this
project, without whose cooperation the project would not have been
complete.

I would also thank all the staff of Marketing Department, HUL, who have
spared their valuable time and extended their kind cooperation for data
collection and preparation of this project.

NEERAJ SINGH
2nd Semester MBA,
INDORE MANAGEMENT INSTITUTE
INDORE.
CERTIFICATE
 CONTENT

SL NO. Topic
1. Introduction
2. Market Research
3. Objectives
4. Methodology
5. Data Collection
6. Scope & Importance of Study
7. Direct Marketing
8. Selling strategy Adopted
9. Marketing Mix
10. Limitation of the Study
11. FINDING & RECOMMENDATIONS
FROM THE PRODUCT
12. Industry PROFILE
13. Competitive Analysis
14. Data Presentation & Analysis
15. Conclusion
16. Bibliography
1. INTRODUCTION
Since 1993, KIOSK Information Systems has led the industry in design and
manufacturing of self-service kiosks. The team is a "cradle to grave" service
organization that takes full ownership in the success of customer programs -
from initial solution design to manufacturing and field services. KIOSK has
partnered with clients in a full complement of vertical markets, transforming
self-service concepts to deployed solutions.
Projects range from traditional applications like retail, order entry, and
human resources to highly specialized solutions in banking, healthcare,
airport security, and outdoor ticketing. With 100,000+ kiosks deployed
across this broad market spectrum, KIOSK's abilities in customized design,
sophisticated peripheral integration, volume manufacturing, and field
services have been exercised far deeper than any industry competitor.

Clients with 800 - 3000 unit nationwide deployments such as AT&T, Wal-
Mart, Safeway, PepsiCo, Sony, HP, and TIO set the standards bar high, and
KIOSK has consistently proven the ability to execute at every stage of the
program life cycle.Kiosks system is used for sales processing and inventory
tracking. Traditionally, kiosks were simply manned sales booths generally
located in shopping centers. Today, kiosks system has become
electronically-based, interactive terminals that allow users to conduct
business or access the Internet.

Kiosks system technology is becoming a much more common method to

conduct business, increase sales, interact with customers, and even conduct
internal business operations such as human resource functions. Kiosks
system can be found in a wide variety of locations including city streets,
shopping malls, airports, restaurants, retail stores, and non-retail business
offices.

Some common applications of interactive kiosks systems include ATM

kiosks, Internet kiosks, store gift registries and gift card kiosks, sales and
marketing kiosks, bill payment kiosks, gaming, kiosks, self check out
kiosks, human resource kiosks, and e-commerce kiosks. Kiosks systems
provide functionality that can also be incorporated into a self service kiosk.
A point of sale system is computer-based system that allows businesses to
capture sales data and other customer transactions.

Kiosks systems are available for the smallest retail business to the largest
global conglomerate. A shopping mall or outdoor center is the most common
place to find merchant-manned kiosk businesses. Sometimes these small
booths look like carts, reminiscent of peddlers from centuries past. The
merchant pays a rental fee to the owner of the shopping center for the use of
the kiosk. Customers walk by the kiosk and can easily view the items for
sale. The sales associate may greet customers as they walk by and try to
draw their attention. Sometimes, demonstrations of the product are held on
the spot. Consumers then purchase items directly from the kiosk.

2. MARKET RESEARCH

Introduction:

Usually it is said that if marketing would be a train, then market research

would be the locomotive. In other words, market research should ideally be
the starting point of any marketing exercise. Conducting any marketing
exercise - be it related to pricing, promotion or distribution of a product or
service, without researching the potential market is as sensible as setting out
to sell sand in the Sahara Desert. Market research provides the answers to all
the questions that generally occupy the minds of marketers, at every stage of
the marketing process.

Growth Trends in Market Research :

India, fastest growing market research industry in the world, with growth
rates at around 31 % (2006-07) . China is a distant second growing at 20 %.
The size of the industry if of 595 crore, but the industry is growing rapidly
with a lot of business coming from overseas. The business coming from
overseas from overseas involves lot of outsourcing as cost advantages are
enormous. The processing of data is almost 50% cheaper in India.

The processing of data is almost 50% cheaper are in India than in developed
countries. The outsourcing business amounts to almost for the 8 % industry
and this figure is doubling in value every year.

Key Players in Market Research:-

1. IMRB (Indian Market Research Bureau)

 2. ICMR (Indian Council of Market Research)

3. Information Resource Incorporation

4. NPD Group Information

5. A .C. Nielsen India Pvt. Ltd.

6. Maritz Research

Scope of Market Research :

Many people think that marketing research is just a consumer survey, asking
consumers about certain product or services. Though consumer research is
an integral part of marketing research, the latter is quite a pervasive activity,
covering the various types of marketing problems that confront the
marketing manager. There are various discussion confined to the market
research which are as follows.

3. OBJECTIVE

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

2. Most of the product of HUL comes in the category of convenience

products. They are frequently used and bought by the customers.
There is large no. of players in the market, who are supplying similar
product to the customers.
 3. Now, customers have become smart, they have great knowledge of
market ,product and suppliers. So, they are looking for the product
which is providing something extra.

4. HUL has a wide range of product in FMCG sector, covering almost

every needs and wants of the customers. It has product for child,
young and adult, male & female, etc. So it has to differentiate its
product taking into account the needs and demands of all the sectors
of the society.

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

6. The basic objective of this product is as mentioned above to find ways

so that HUL remain market leader by considering all the needs &
wants and fulfilling their demand.

4. METHODOLOGY :
Type of research-Descriptive & Exploratory research:

Descriptive study is a fact finding investigation with an adequate

interpretation. It is the simplest type of research and is more specific. Mainly
designed to gather descriptive information and provides information for
formulating more sophisticated studies. Descriptive research, also known as
statistical research, describes data and characteristics about the population or
phenomenon being studies.

5. DATA COLLECTION

1. Primary Data

(A) Questionnaire: -
A set of questions related to the research topic was formulated.
 Response for each questions included in the questionnaire has been
collected from the customers.

(B) Interview: -
Apart from collecting different responses from the customers some
extra information has been obtained through face to face interviewing
activity.

2. Secondary Data

Secondary research was done to build an in-depth understanding of the

kiosk(outreach).Information from various published resources like India stat
and other research bodies were also used to validate the market figures and
cross-validate the data.

Detailed analysis of secondary information was used to arrive at the specific

frameworks provided in the report.

Sampling methodology:

The sampling methodology used is Non Probability sampling technique-

Convenience sampling (A non probability sampling technique that attempts
to obtain a sample of convenient elements. The selection of sampling unit is
left primarily to the interviewer)

Sample size: I had chosen 100 samples for the analysis.

Questionnaire:

The questionnaire is formed in such a way that the information required for
the study is acquired from each item i.e. questions. Here I have used
Nominal scale of measurement to measure the respondent’s responses with
each of the series of the items in the form of statements. The respondents’
category range from housewives & working women to working men.

Sampling design:
I. Selection of study area: bhopal.
II. Selection of Sample size: 100

6. SCOPE AND IMPORTANCE OF THE STUDY:

The project aims to get us out of the classroom and into the real world of
companies/ competitors, markets, managers and customers. For me, it opens
the way for walking into experiences. The ultimate goal of this research is
enormous with its true sense. Physically and practically, it shows the
potential for the company and me.

The scope of the project helps in analyzing the factors, which influence the
referring behavior of customers.
The scope is such that the study has been conducted by taking samples from
different areas, which depicts the overall picture.

The results obtained will give an overview of the different criteria based on
which an existing customer can be used to generate sufficient leads for the
company.

The study can be helpful in taking decision so as to improve the approach

towards customers for getting reference and service.
This project also helps to know how an organization works in real
environment and under different market scenario.

a) To study distributor network of HUL.

b) To identify the attributes those compel and dealers to select the

product.

c) To study about the relationship and association of the households with

the company.

d) To identify the dealer’s response towards brands they are dealing.

 e) To know about the credit policy of the company (motivational tools).

f) Customer opinion towards packaging.

g) To know about the awareness of drinking water used by various

households.

Importance of Study:

The main purpose of study is to increase the productivity of kiosk (outreach)

regarding HUL Pure it water purifiers. Thus the scope of the study was
completed with the time and resources available.

7. DIRECT MARKETING
Direct Marketing is a method which helps to create a direct connection with
the potential consumer to obtain an immediate response and cultivate lasting
consumer relationship.

Hindustan Unilever limited is the company in India to doing direct

marketing in water purifier. Today it is Asia largest direct selling
organization. It has direct selling force touching 1.5 million Indian homes
and adding 1000 customers daily. It has dealers and distributors across
the country and operating in over towns and cities.

Advantages of Direct Marketing:

a) It is easy, convenient and private.

b) Provides more choice to the consumer.

c) Consumers can avail best price as there is no middle men involved.

d) Helpful for the companies to build a close and direct relation with
the consumer.
 e) It saves the valuable time of the working and busy people.

Disadvantages of Direct Marketing

1. Consumer can’t touch and feel the product before buying.

2. The scope of expansion is limited in this kind of marketing.

3. It has higher per person cost than other form of advertising.

4. There is a great scope for misleading and deceiving customers by

dishonest businessman.

5. It may cause irritation to the consumer through unwanted mail and spam.

8. SELLING STRATEGY ADOPTED

Because of the low interest and since the product benefits needs to be
demonstrated to the customers, conventional distribution was not viable.
Hence Hindustan Unilever limited chose the less traveled Direct Selling
route.

The Hindustan Unilever’s sales man in water division is called PWE. It has
three streams for selling of product i.e. cold calls (door to door selling),
outreach (Kiosk) and clinic (Hospital). It is a tough job for these salesmen
who have to go through the "cold calls" to get a sale. At one point of time,
because of the aggressive nature of these sales persons, people became
scared even to listen to these sales persons.

Now this aggression has mellowed down to a more professional sales

approach. Selling Strategy adopted by company are,

1. Direct Selling - Door-to-Door Selling

2. Outreach (Kiosk)
3.Clinic (Hospital).

Product Segmentation

Hindustan Unilever sells different water-purifiers on the basis of classifying

their utility and price affordability. The water purifiers are classified as
follows:

(1) Pure it compact – Rs 1000 /-

(2) Pure it M05 Model – Rs 2000 /-

(3) Pure it Autofill –Rs 3200 /-

(4) Pure it Marvella –Rs 6900 /-

9. Marketing Mix: Marketing Mix includes:

1. PRODUCT

a) Easily available nationwide.

b) Easy to handle.

c) Multiple products launched for each product type.

2. PRICE

a) Product price range divided into four segments to target different

audiences.

b) Low cost of maintenance and consumable.

c) Best prices offered when compared to other competitors.

3. PROMOTION

a) Active subscription immediately

b) Right time installation of products

c) Properly repair services against paid AMC’s.

d) Service during contract period.

4. PLACE

a) Urban educated India that cares for their family.

b) Areas prone to diseases.

c) Strategically chosen locations for catching the eye of potential consumers.

d) Various stalls near market places.

LIMITATION OF THE STUDY

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

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

3. Respondents sometimes act artificially when know their information

is noted down.

4. There was only some certain hours in a day in the idle hours in which
the respondents was ready to talk.
 5. This project was done on the basis of questionnaire through survey, so
it may possible here that some of them might have not provided the
correct information.

11. FINDINGS & RECOMMENDATIONS FROM

THE PRODUCT

As per the survey done following were the findings

and recommendations of the survey.

• Customer service is something which company should pay more

attention at.

• All models not available for display in retail outlets and also
brochures should be made available.

• Sales person at the retails counters should have proper knowledge

about the product.

• Should focus more on brand awareness.

• TV advertisements can be renewed explaining the product feature and

aggressive marketing will help the company.

• Awareness of the product is less among the people. So, the company
may take several steps to create such awareness regarding its values to
the customers.

• The company can adopt new strategies and policies to overcome the
competition.
10. INDUSTRY PROFILE
In the last decade and more, the country has undergone many changes and
one of the important ones is that people have become health conscious.
People realized that around 80 per cent of diseases in India are caused by
water-borne micro-organisms.

According to a 2009 World Health Organization report, 1.1 billion people

lack access to an improved drinking water supply, 88% of the 4 billion
annual cases of diarrhea disease are attributed to unsafe water and
inadequate sanitation and hygiene, and 1.8 million people die from diarrhea
diseases each year.

The WHO estimates that 94% of these diarrhea cases are preventable
through modifications to the environment, including access to safe water.
Simple techniques for treating water at home, such as chlorination, filters,
and solar disinfection, and storing it in safe containers could save a huge
number of lives each year. Reducing deaths from waterborne diseases is a
major public health goal in developing countries.

Water purifier are one of the most used kitchen utilities .Available in
India .water purification and backpacking is an industry in itself in India.
portable Version of Water purifiers are available for camping and haking
.Water purification methods include the mechanized version 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 manufactures having the major share of the water purifiers are:

1. Eureka Forbes
2. Philips
3. Kent
4. Whirlpool
5. Usha Brita
6. Alfaa
7. Hi- tech
8. Kenstar
9. Orpat
10. Zero B

Water Purifier Market in India 2010

The water purification and treatment industry in India, under siege from
cheap imports of water treatment products from China, is working to set
standards for the water treatment industry in the country as a safeguard
against 'spurious' products. This, is being done through a certification
process. Hence, for the first time the industry has put its head together to
come up with a solution.

In a country like India, where water scarcity is growing by the day, there are
too many issues relating to water. This has meant that there are dime a dozen
firms that are trying to make the best of the situation. Now there is a
glamour for proper standards. India Water Purifier Market has tremendous
growth potential.

Globally more than one billion people lack access to safe drinking water and
approximately 2.4 Billion people lack access to proper sanitation, nearly all
of them in the developing countries, including India. Nearly a third of the
world's population worldwide live in water-stressed areas.

This figure is expected to rise to two-third of the population by 2025.With

increasing number of people becoming conscious of the risks of drinking
contaminated water, the demand for water purifiers is rising rapidly. In the
past few years, Indian water purifier industry has witnessed an exponential
growth of 22% CAGR. The water purifier industry sales grew dramatically
during FY'09 as compared to previous fiscals due to improving demand and
expanding production capacity. The industry saw high growth of rate 17%
during FY'08 due to the increasing awareness for safe drinking water.

The UV segment, which constitutes more than 55% of the industry and is a
key focus area for water purifier manufacturers, due to the higher margins it
offers, is expected to continue its rapid growth. According to Research,
Indian Water Purifier industry will continue its growth trajectory and is
expected to witness a turnover growth of more than 22% CAGR during the
period between FY'11 and to FY'14.

Research conducted a survey across 10 major cities in India with 600 users
of water purifier to understand the market size, growth drivers, issues and
buying behavior patterns. The cities covered in survey were, Delhi, Mumbai,
Kolkata, Chennai, Bangalore, Hyderabad, Ahmedabad, Chandigarh, Pune
and Bhopal.

11. COMPANY PROFILE

Type : Public company BSE: HUL

Industry : Fast Moving Consumer Goods (FMCG)

Founded : 1933

Headquarter : Mumbai, INDIA

Key people : Harish Malwani (Chairmen),

: Nitin Paranjpe (CEO and MD)

Products : Home & Personal care, Food, Water Purifier

Revenue : Rs 20,869.57 crore (US $4.45 billion) (2008-09)

Employee : Over 65000 direct & indirect employee

Website : www.HUL.co.in

Hindustan Unilever Limited (HUL) is India's largest fast moving consumer

goods Company, with leadership in Home & Personal Care Products and
Foods & Beverages. HUL's brands, spread across 20 distinct consumer
categories, touch the lives of two out of three Indians. They endow the
company with a scale of combined volumes of about 4million tonnes and
sales of nearly Rs.13, 718 crores.

The mission that inspires HUL's over 15,000 employees is to "add vitality to
life". With 35 Power Brands, HUL meets everyday needs for nutrition,
hygiene, and personal care with brands that help people feel good, look good
and get more out of life. It is a mission HUL shares with its parent
company, Unilever, which holds 51.55% of the equity. The rest of the
shareholding is distributed among 360,675 individual shareholders and
financial institutions. A Fortune 500 transnational, Unilever sells Foods and
Home and Personal Care brands in about 100 countries worldwide.

HUL is also one of the country's largest exporters; it has been recognized as
a Golden Super Star Trading House by the Government of India. Over time
HUL has developed into a viable & competitive sourcing base for Unilever
worldwide in Home and Personal Care & Foods & Beverages category of
products.
HUL is also a global marketing arm for select licensed Unilever brands and
also works on building categories with core country
advantage such as branded basmati rice.

HUL's brands –

Like Lifebuoy, Lux, Surf Excel, Rin, Wheel, Fair & Lovely, Pond's,
Sunsilk, Clinic, Pepsodent, Close-up, Lakme, Brooke Bond, Kissan , Knorr-
Annapurna, Kwality Wall's – are household names across the country and
span many categories -soaps, detergents, personal products, tea, coffee,
branded staples, ice cream and culinary products.

They are manufactured over 40 factories across India. The operations

involve over 2,000 suppliers and associates. HUL's distribution network,
comprising about 4,000 redistribution stockists, covering 6.3 million retail
outlets reaching the entire urban population, and about 250 million rural
consumers.

HUL is focusing on health & hygiene education, women empowerment, and

water management. It is also involved in education and rehabilitation of
special or underprivileged children, care for the destitute and HIV-positive,
and rural development. HUL has also responded in case of national
calamities / adversities and contributes through various welfare measures,
most recent being the village built by HUL in earthquake affected Gujarat,
and relief & rehabilitation after the Tsunami caused devastation in South
India.

In 2001, the company embarked on an ambitious programme, Shakti.

Through Shakti, HUL is creating micro-enterprise opportunities for rural
women, thereby improving their livelihood and the standard of living in
rural communities. The vision is to make a billion Indians feel safe and
secure.

Personal care brands

Company’s personal care brands, including Axe, Dove, Lux, Pond's, Rexona
and Sunsilk, are recognized and love by consumers across India. They help
consumers to look good and feel good and in turn get more out of life.
Food brands

HUL is one of India’s leading food companies. Our passion for

understanding what people want and need from their food - and what they
love about it - makes our brands a popular choice.

Water Purifier

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

The most advanced in-home water purifier in the world! Pure It, a
breakthrough offering of Hindustan Unilever, comes with many unique
benefits – complete protection from all water-borne diseases, great
convenience, and unmatched affordability. Pure It’s unique Germ kill
Processor technology removes all harmful viruses and bacteria and removes
parasites and pesticide impurities, giving to people water that's 'as safe as
boiled water'.

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. People will be further reassured to
know that Pure It meets stringent international criteria of Environment
Protection Agency (EPA), USA for harmful virus and bacteria removal.

PURE IT available in Colors:

It available in two colors.

1. Pure It-Blue
2.
3. Pure It Maroon

STAGES OF “PURIFING” :
Four purifier stages of Pure It.

1. began with the removal of visible dirt.

2. Followed by the removal of harmful parasites and pesticide

impurities.

3. Then, the harmful viruses and bacteria are removed.

4. And finally the water is rendered clear , odour less and great tasting
by removing remaining impurities.

Competitive analysis of “Pure It”

What is Competitive Analysis?

“ Competitive Analysis is a process of gathering and analyzing information

about competitors, their practices, products, strengths and weaknesses and
business trends in order to assess our position in the market and improve
company’s products and marketing strategies.”

What is the purpose of Competitive Analysis?

In today's market, i must know what competitors are doing and what to do
to stay ahead of the competition. Many businesses believe they are providing
a good product to their customers, but do not have reliable information
showing how customers perceive their product or how it compares to the
competition.

A Competitive Analysis performed by an unbiased third party is an

invaluable tool because it can help to company for identify ways to attract
new customers, as well as keep the ones you have satisfied with company’s
products.

Strengths and weaknesses:

How company’s product stacks up against the competition and in what areas
they have an edge over company’s product and in what areas company’s
product is superior.
Identify competitors:

Verify who your primary and secondary competitors are.

Improvements: How and in what areas company’s product, processes, and
practices must be improved to meet market demands or to stay ahead of the
competition.

Marketing:

What improvements company needs to make in marketing approach -

company may want to highlight why their product is ahead of the
competition, or the unique features that consumers desire.

How can Competitive Analysis help establish company’s product as a

market leader?
Competitive Analysis gives to company a realistic view of their competition
and the opportunity to identify improvement in areas like customer services,
and marketing claims. It can help to compare products prior to making their
marketing and promotional decisions.

Competitive Analysis will help accomplish the following:

1. Have a realistic view of company competition.

2. Foresee market changes and demands.

3. Identify ways to attract customers from company’s competitors.

4. Discover opportunities for improvement in company’s business

practices.

5. Identify necessary changes in company’s processes to meet market

demands.

6. Identify necessary changes in company’s processes to reduce costs.

A List of Competitors
The analysis begins with a list of Hindustan Unilever Limited (HUL) of
water division Pure it’s competitors. Most of the time, such a list is
comprised of what company co-considers to be its chief competitors.
Hindustan Unilever Limited (HUL) of water division Pure its competitors in
the market are:

1. Eureka Forbes Limited 2. Philips

3. Whirlpool 4. Kent
5. Usha Brita 6. Alfaa
7. Kenstar 8. Hi-tech
9. Zero B 10.Modi Durant
11. Hemkund 12.Godrej
13. Tata

Questions to ask.

What questions should be asked when undertaking competitor analysis?

Who are company’s competitors?

What threats do they pose?

What is the profile of competitors?

What are the objectives of competitors?

What strategies are competitors pursuing and how successful are these
strategies?

What are the strengths and weaknesses of competitors?

How competitors are likely to respond to any changes to the way company
do business?

Why companies analyze competitors?

Competitor analysis has several important roles in strategic
planning:

• To help management understand their competitive

advantages/disadvantages relative to competitors.

• To generate understanding of competitors’ past, present (and most

importantly) future strategies.

• To provide an informed basis to develop strategies to achieve competitive

advantage in the future.

• To help forecast the returns that may be made from future investments.
Sources of information for competitor analysis.

How the sources of competitor information can be neatly grouped into three
categories:

• Recorded data: this is easily available in published form either internally or

externally. Good examples include competitor annual reports and product
brochures;

• Observable data: this has to be actively sought and often assembled from
several sources. A good example is competitor pricing;

• Opportunistic data: to get hold of this kind of data requires a lot of

planning and organization.

12. DATA PRESENTATION & ANALYSIS

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

INTERPRETATION
The above data has given frequency and percentage of respondents about
service after sales.64 % (64) of people have given their view that after sales ,
service is good and 36 % (36) of people have given their view that service is
not good.

INTERPRETATION

1. PERCENTAGE WITHIN ‘COMPANY’

Eureka Forbes : Among the total 50 Eureka Forbes users
The view of Eureka Forbes users toward taste of water is good, odorless and
looks clear was found, Yes – 90 % (45), No- 2% (1), Don’t know- 8% (4)

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

The view of Hul users toward taste of water is good, odorless and looks clear
was found,
Yes – 64.3 % (9), No- 14.3% (2), Don’t know- 21.4% (3)

Kent : Among the total 10 kent users

The view of Kent users toward taste of water is good, odorless and looks
clear was found,
Yes – 90 % (9), No- 10% (1), Don’t know- 0% (0)

Philips Among the total 10 Philis users

The view of Philips users toward taste of water is good, odorless and looks
clear was found,
Yes – 80 % (8), No- 10% (10), Don’t know- 10% (10)

Whirlpool: Among the total 7 Whirlpool users

The view of Whirlpool users toward taste of water is good, odorless and
looks clear was found,
Yes – 51.1 % (4), No- 28.6% (2), Don’t know- 14.3% (14.3)

Any Other: Among the total 9 any other water Purifier users
The view of any other Water purifier users toward taste of water is good,
odorless and looks clear was found, Yes – 55.6 % (5), No- 22.2% (2), Don’t
know- 22.2% (2) 2.2% (2) respectively Don’t know.

PERCENTAGE WITHIN ‘SERVICE AFTER SALES’

Yes: Among the total 64 respondents for whom services provided by

company is good.The percentage of Eureka Forbes users, Hul users, kent
users, Philips users, whirlpool users was found 53.1% (30), 7.8% (9), 12.5 %
(8), 10.9 % (7), 7.8 % (5), 7.8 % (5) respectively.

No: Among the total 36 respondents for whom services provided by

company is not good.The percentage of Eureka Forbes users, Hul users, kent
users, Philips users, whirlpool users was found 44.4% (20), 25.0% (5), 5.6%
(2), 8.3 % (3), 5.6% (2), 11.1% (4) respectively.

INTERPRETATION
PERCENTAGE WITHIN ‘COMPANY’

1. Eureka Forbes : Among the total 50 respondents

The view of respondents toward market activities was found, Road show-
44% (22), Visual Merchandising-36% (18), Others- 20 %( 3)

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

The view of respondents toward market activities was found, Road show-
35,7% (5), Visual Merchandising-42.9% (6), Others- 21.4 %(10)

3. Kent : Among the total 10 kent users

The view of respondents toward market activities was found, Road show-
60% (5), Visual Merchandising-40% (4), Others- 10 %( 1)

4. Philips Among the total 10 Philis users

The view of respondents toward market activities was found, Road show-
 60% (6), Visual Merchandising-20% (2), Others- 20 %( 2)

5. Whirlpool: Among the total 7 Whirlpool users

The view of respondents toward market activities was found,
Road show-71.3% (5), Visual Merchandising-14.3% (1), others- 14.3 %
(1)

6. Any Other : Among the total 9 any Other water Purifier users
The view of respondents toward market activities was found, Road
show-66.7% (6), Visual Merchandising-22.2% (2), others- 11.1 %( 1).

PERCENTAGE WITHIN ‘MARKET ACTIVITIES’

Road Show: Among the total 49 respondents, who saw the road show of
water Purifiers. The percentage of road show of Eureka Forbes , Hul , kent ,
Philips , whirlpool and any other water purifiers was found 44.9% (22),
10.2% (5), 10.2 % (5), 12.2 % (6), 10.2 % (5), 12.2 % (6) respectively.

Visual Merchandising: Among the total 33 respondents, who saw the visual
merchandising of water Purifiers. The percentage of visual merchandising of
Eureka Forbes , Hul , kent , Philips , whirlpool and any other water purifiers
was found 54.5% (18), 18.2% (6), 12.1 % (4), 6.1 % (2), 3.0 % (1), 6.1 %
(2) respectively.

Any other: Among the total 18 respondents, who saw the other market
activities of water Purifiers. The percentage of any other market activities of
Eureka Forbes , Hul , kent , Philips , whirlpool and any other water purifiers
was found 56.6% (10), 16.7% (3), 5.6 % (1), 11.1 % (2), 5.6 % (1), 5.6 %
(1) respectively

INTERPRETATION
PERCENTAGE WITHIN ‘COMPANY’

Eureka Forbes: Among the total 50 respondents

The view of respondents toward cost of water purifier they are using and
wants to use was found,
Rs 1000 to Rs 5000-44 % (22), Rs 6000 to Rs 10000-28 %( 14), Rs 11000 to
Rs 15000-16% (8), Above Rs 15000-12% (6)

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

The view of respondents toward cost of water purifier they are using and
wants to use was found,
Rs 1000 to Rs 5000-42.9 % (6), Rs 6000 to Rs 10000-21.3 %( 3), Rs 11000
to Rs 15000-28.6% (4), Above Rs 15000-7.1% (1)

Kent : Among the total 10 kent users

The view of respondents toward cost of water purifier they are using and
wants to use was found,
Rs 1000 to Rs 5000-30 % (3), Rs 6000 to Rs 10000-30 %( 3), Rs 11000 to
Rs 15000-10% (1), Above Rs 15000-30% (3)

Philips Among the total 10 Philis users

The view of respondents toward cost of water purifier they are using and
wants to use was found,
Rs 1000 to Rs 5000-30 % (3), Rs 6000 to Rs 10000-40 %(4), Rs 11000 to Rs
15000-10% (1), Above Rs 15000-20% (2)

Whirlpool: Among the total 7 Whirlpool users

The view of respondents toward cost of water purifier they are using and
wants to use was found,
Rs 1000 to Rs 5000-14.3 % (1), Rs 6000 to Rs 10000-0 %(0), Rs 11000 to
Rs 15000-42.9% (3), Above Rs 15000-42.9% (3)

Any Other : Among the total 9 any Other water Purifier users
The view of respondents toward cost of water purifier they are using and
wants to use was found,
Rs 1000 to Rs 5000- 22.2% (2), Rs 6000 to Rs 10000-33.3 %( 3), Rs 11000
to Rs 15000-33.3% (3), Above Rs 15000-11.1% (1)
2. PERCENTAGE WITHIN ‘COST’

(A)
Rs 1000-Rs 5000: Among the total 37 respondents
The percentage of respondents who are using Eureka Forbes, Hul, Kent,
Philips, Whirlpool and any other company’s water purifier, the cost of Rs
1000-Rs 5000 was found 59.5 %(22),16.2 % (6),81.1 % (3),81.1% (3),2.7 %
(1),5.4% (2) respectively.

(B)
Rs 5000-Rs 10000: Among the total 27 respondents
The percentage of respondents who are using Eureka Forbes, Hul, Kent,
Philips, Whirlpool and any other company’s water purifier, the cost of Rs
5000-Rs 10000 was found 51.9 %(14),11.1 % (3),11.1 % (3),14.8% (4),0 %
(0),11.1% (3) respectively.

(C)
Rs 10000-Rs 15000: Among the total 20 respondents
The percentage of respondents who are using Eureka Forbes, Hul, Kent,
Philips, Whirlpool and any other company’s water purifier, the cost of Rs
10000-Rs 15000 was found 40 %(8),20 % (4),5 % (1),5% (1),15 % (3),15%
(3) respectively.
Above than Rs 15000: Among the total 16 respondents

The percentage of respondents who are using Eureka Forbes, Hul, Kent,
Philips, Whirlpool and any other company’s water purifier, the cost of
above Rs 15000 was found 37.5 %(6),6.3 % (1),18.8 % (3),12.5% (2),18.8
% (3),6.3% (1) respectively.

INTERPRETATION
1.PERCENTAGE WITHIN WATER PURIFIER

A. Yes: Among the total 48 respondents have water purifier

The percentage of respondents are using cost of water purifier Rs 1000-Rs
5000 was found 35.4 % (17)

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

10000 was found 25 % (12)

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

15000 was found 16.7 % (8)

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

15000 was found 22.9 % (11)

B. No: Among the total 52 respondents don’t have water purifier

The percentage of respondents who wants to buy water purifier from Rs
1000-Rs 5000 (if they will use water purifier in future) was found 38.5%
(20)

The percentage of respondents who wants to buy water purifier from Rs

5000-Rs 10000 (if they will use water purifier in future) was found 28.8 %
(15)

The percentage of respondents who wants to buy water purifier from Rs

10000-Rs 15000 (if they will use water purifier in future) was found 23.1%
(12)

The percentage of respondents who wants to buy water purifier from more
than Rs 15000 (if they will use water purifier in future) was found 9.6 % (5).

2.PERCENTAGE WITHIN COST OF WATER PURIFIER

Among the total 37 respondents, view about cost of Rs 1000- Rs 5000

water purifier

Yes: The percentage of respondents who are using water Purifier, cost of Rs
1000-Rs 5000 was found 45.9 %( 17)
No: The percentage of respondents who are not using water Purifier, cost of
Rs 1000-Rs 5000 was found 54.1% (20).

B. Among the total 27 respondents, view about cost of Rs 5000- Rs 10000

water purifier

Yes: The percentage of respondents who are using water Purifier, cost of Rs
5000-Rs 10000 was found 44.4 %( 12)

No: The percentage of respondents who are not using the water Purifier,
cost of Rs 5000-Rs 10000 was found 55.6 % (15).

C . Among the total 20 respondents, view about cost of Rs 10000- Rs 15000

water purifier

Yes: The percentage of respondents who are using water Purifier, cost of Rs
10000-Rs 15000 was found 40 % (8)

No: The percentage of respondents who are not using water Purifier, cost of
Rs 10000-Rs 15000 was found 60 % (12)

D. Among the total 20 respondents, view about cost of more than Rs 15000
water purifier

Yes: The percentage of respondents who are using water Purifier, cost of
more than Rs 15000 was found 68.8 % (11)

No: The percentage of respondents who are not using the water Purifier,
cost of more than Rs 15000 water Purifier was found 31.2 % (5)

INTERPRETATION
1. PERCENTAGE WITHIN ‘COMPANY’

A. Eureka Forbes:
Among the total 50 respondents
The percentage of respondents toward prefer to buy the water purifier from
retail outlet was found 26 %( 13).

The percentage of respondents toward prefer to buy the water purifier from
Franchisee Dealer was found 48 %( 24).The percentage of respondents
toward prefer to buy the water purifier from Demo at your door step was
found 14 %( 7).

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

The percentage of respondents toward prefer to buy the water purifier from
retail outlet was found 35.7 %( 5).The percentage of respondents toward
prefer to buy the water purifier from Franchisee Dealer was found 50 %
( 7).The percentage of respondents toward prefer to buy the water purifier
from Demo at your door step was found 7.1 %( 1).

C.Kent :
Among the total 10 kent users

The percentage of respondents toward prefer to buy the water purifier from
retail outlet was found 20 %( 2).The percentage of respondents toward
prefer to buy the water purifier from Franchisee Dealer was found 40 %
( 4).The percentage of respondents toward prefer to buy the water purifier
from Demo at your door step was found 20 %( 2).

D:
Philips Among the total 10 Philis users

The percentage of respondents toward prefer to buy the water purifier from
retail outlet was found 30 %( 3).The percentage of respondents toward
prefer to buy the water purifier from Franchisee Dealer was found 50 %
( 5).The percentage of respondents toward prefer to buy the water purifier
from Demo at your door step was found 10 %( 1).

E. Whirlpool:
Among the total 7 Whirlpool users

The percentage of respondents toward prefer to buy the water purifier from
retail outlet was found 0 %( 0)
The percentage of respondents toward prefer to buy the water purifier from
Franchisee Dealer was found 57.1 %( 4).The percentage of respondents
toward prefer to buy the water purifier from Demo at your door step was
found 42.9 %( 3).

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

The percentage of respondents toward prefer to buy the water purifier from
retail outlet was found 22.2 % (2).The percentage of respondents toward
prefer to buy the water purifier from Franchisee Dealer was found 55.6 %
(5).The percentage of respondents toward prefer to buy the water purifier
from Demo at your door step was found 22.2 % (2)

2. PERCENTAGE WITHIN ‘PREFER TO BUY THE PRODUCT’

A. Retail Outlet:

Among the total 30 respondents The percentage of people who prefer to buy
the Eureka Forbes water Purifier from Retail Outlet was found 52% (13).The
percentage of people who prefer to buy the Hul water Purifier from Retail
Outlet was found 20 %( 5).The percentage of people who prefer to buy the
Kent water Purifier from Retail Outlet was found 8% (2).

The percentage of people who prefer to buy the Philips water Purifier from
Retail Outlet was found 12% (3).The percentage of people who prefer to buy
the whirlpool water Purifier from Retail Outlet was found 0 %( 0).
The percentage of people who prefer to buy the any other water Purifier
from Retail Outlet was found 8% (2)

B. Franchisee Dealer:

Among the total 30 respondents

The percentage of people who prefer to buy the Eureka Forbes water Purifier
from Franchisee Dealer was found 49%(24).The percentage of people who
prefer to buy the Hul water Purifier from Franchisee Dealer was found
14.3% (7).

The percentage of people who prefer to buy the Kent water Purifier from
Franchisee Dealer was found 8.2 % (4) .The percentage of people who
prefer to buy the Philips water Purifier from Franchisee Dealer was found
10.2 %( 5).
The percentage of people who prefer to buy the whirlpool water Purifier
from Franchisee Dealer was found 8.2 % (4).The percentage of people who
prefer to buy the any other water Purifier from Franchisee Dealer was found
10.2% (5)

C. Demo at your door step:

Among the total 40 respondents

The percentage of people who prefer to buy the Eureka Forbes water Purifier
from Demo at your door step was found 43.8% (7).The percentage of people
who prefer to buy the Hul water Purifier from Demo at your door step was
found 6.3 % (1).
The percentage of people who prefer to buy the Kent water Purifier from
Demo at your door step was found 12.5% (2) .

The percentage of people who prefer to buy the Philips water Purifier from
Demo at your door step was found 6.3 %( 1).The percentage of people who
prefer to buy the whirlpool water Purifier from Demo at your door step was
found 18.8 % (3).
The percentage of people who prefer to buy the any other water Purifier
from Demo at your door step was found 12.5% (2).

CONCLUSION
Hindustan Unilever ltd. Is a leading FMCG company in India from last three
consecutive year has shown accelerated growth in FMCG portfolio.
Customer in India are also spending more in FMCG as their standard of
living is growing. HUL has placed itself successfully in the position of
market leader in FMCG products.

Though there was some downfall in sales and profit of the company in the
beginning of this decade but after that HUL has shown considerable rise in
both sales and profit. The future of the company is also looking bright as
FMCG market in India is still expanding and so we can safely conclude that
HUL will be able to secure its number one position in FMCG product.

HUL has also started project SHAKTI that has provided it direct reach to
rural market. This may be considered a revolutionary step since the urban
market is reaching its saturation level and there is a huge scope exploring
rural market. This will also be helpful not only increasing its market share
but also fight competition. I found many water purifiers in the market which
can be compared with pure it .

As a conclusion I found that particularly in my provided area Pureit is really

well and its performance is on surprising level. During the fieldwork and
after intensive study it was found that main competitor of Parle is Aqua
guard (Eureka Forbes Ltd). So this is the comparison with other water
purifier brands. According to our findings, we found that Pureit is the market
leader followed by Hindustan Unilever Ltd.

QUESTIONNAIRE FOR PROSPECTIVE

CUSTOMER
Name:……………………………..

Address:
……………………………………………………………
…………………………………………………………
Phone No.: ……………………………………..

Q1. How do you treat your water drinking water?

• Do nothing
• Boiled water
• Use electrical water purifier
• Use non electric water purifier

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

• Yes
• No
• Not aware

Q3. Which companies purifier do you use and prefer to buy it?

• Pure it
• Aqua guard or aqua sure
• Kent water purifier
• Philips
• Usha Brita
• Others

Q4. While buying any water purifier what comes to your mind first?
 • Price
• Health & Safety
• Both

Q5. Comment on the price of your water purifier?

• Affordable
• High
• Should be Revised

Q6. Do you know that boiled water is not necessarily safe water?

•Yes
•No

Q7. Have you recently come across any kind of marketing activities for
Purifiers?

• Kiosk
• Demonstration
• Direct Marketing

Q8. Do you get any type of after sale services from the company?

• Yes
• No
• Exceptional

Q9. Criteria considered for purchase?

1. Brand name
2. Technology
3. Aesthetics
4. Price

Q10. Where you did heard about the product ?

 • TV commercial
• News paper print ads
• In shop branding
• Friends Reference

Q11. Where do you prefer to buy a water from?

• Retail Outlets
• Franchisee dealers
• Direct Marketing

Q12. Problem regarding:-

• Color
• Smell
• Other visible impurities
DATE-

SIGNATURE-
BIBILOGRAPHY:

1. www.Eurekaforbes.com
2. www.compareindia.com
3. www.hindustanunilever.com
4. www.icmrindia.org
5. www.pureitwater.com
6. www.HUL.com
Books Refered:

G.C. Beri Thesis on water purifier

Marketing Research by C.R. Kothari