A Project Study Report On

A Study on marketing mix & competitive analysis of Pure it (HUL)

Undertaken at

HINDUSTAN UNILEVER LTD.

Jaipur Office

Submitted in partial fulfillment for the Award of degree of Master of Business Administration

Submitted by:Arun Kumar Vijay

submitted to:Pooja Ratnawat

Subodh institute of management &career studies Jaipur Session- 2010-2012

DECLARATION

I, Arun Kumar Vijay, a student of M.B.A. on marketing mix & competitive analysis of Pure it

(2010-12) studying at Subodh Institute

of Management & Career Studies, Jaipur solemnly declare that the project work titled- A Study

(HUL) was carried out by me at Hindustan Unilever Limited; Jaipur, in partial fulfillment of the M.B.A. 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.

Date : Place:

Arun Kumar Vijay

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Preface
.
The underlying aim of the seminar on contemporary issue as an integral part of M.B.A program is to give presentation by the students on the issue. The topic of my seminar is A study on marketing mix &competitive analysis of Pure it (HUL) contains complete information about the distribution channel of water purifier industries. How much risk is involved in water purifier industries? It gives types of Products, the earlier performance, the factors affecting mutual knowledge about in which funds a person should invest to maximize his wealth.

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ACKNOWLEDGEMENT

I express my sincere thanks to my project guide Ms. Pooja Ratnawat (Faculty of MBA) Department for guiding me right from the inception till the successful completion of the project. I sincerely acknowledge her for extending her valuable guidance, support for literature, critical reviews of project and the report and above all the moral support she had provided me with all stages of this project. I would also like to thank the supporting staff of Hindustan Uniliver Pure it for their help and cooperation throughout the project.

ARUN KUMAR VIJAY MBA Third Semester

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EXECUTIVE SUMMERY

In our business world we have to provide quality atmosphere service to our customers. The purpose for this introduction is to explain how we treat our internal and external customers in order to provide satisfaction. The base of this executive summary will be on where we work at with our colleagues and staff of the organization. The information collected for this executive summary will be on my Trainings period. My training was Pure it (HUL). . Now that we addressed the company, we now can adopt quality principles in theory for my Training period. Since HUL is a multi brand organization. I can tell you from experience, that it can be very stress less Trainings for me. We had T.S.O. services they deliver meat and other products. I learn lot of thing in training period that how to interact with customers&dealers.

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PARTICULAR
CONTENTS 1. 2. 3 4 5 6. 7. 8. 9. Introduction of Water Industry Introduction Of Organization Research Methodology Facts and Finding Analysis&Interpretation SWOT Analysis Conclusion Recommendation&Suggestion Appendix
Sr.No. 7-8 9-21

22-25

26-35 36-50 51-52 53

54

55

10.

Bibliography

56

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1. INTRODUCTION OF WATER INDUSTRY:

(Distilled water, Packaged Drinking water, Hydropower, Ice, Mineral water, Safe water etc)
Water is a key to social equity to environmental stability and to cultural diversity. Water is also firmly linked with health. Pure and safe drinking water has always been a necessity. The tradition and style of serving drinking water, in India, has however changed quite dramatically during the last decade. Almost a decade ago, the introduction of bottled water or packaged mineral water has changed the tradition of serving and consuming drinking water. This has ushered in very strongly, the use of polymers or plastics as materials for water storage and distribution. The categories of bottled water in India are Packaged Natural Mineral Water and Packaged Drinking Water .Bottled water industry, colloquially called, the mineral water industry, is a symbol of new life style emerging in India. The packaged drinking water in India, which is estimated at Rs.850 corers with over 200 brands floating in the market, most of which have restricted territorial distribution. This is a growing market in India as quality consciousness among the consumers is on the rise. The bottled water market is growing at a rapid rate of around 20%.At this growth rate, the Rs 7000million per year market is estimated to overtake the soft drinks market soon. Multinationals, Coca-Cola, Pepsi, Nestle and others are trying to grab a significant share of the market. There are more than 180 brands in the unorganized sector. The small players account for nearly 19% of the total market. The per capita consumption of bottled water in India is less than half a liter per year, compared to 111 liters in France and 45 liters in the US. These points to the future potential beyond the high growth

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Major Players with their brands include Parle Export which introduced Bisleri in India 25 years ago, Parle Agro with Bailley, Godrej Foods with its Golden Valley, Coca-Cola with Kinley, PepsiCo with Aquafina, Nestle India with Perrier, Mohan Meakins and SKN Breweries entered the market with Golden Eagle and Penguin mineral water, respectively.Nonetheless,Bisleri and Bailley,both of Parle Origin ,enjoy about 50% market share and has become almost generic with the product. The premium bottled water market in India has brands like Evian,San Pelligrino,Perrier. In the market for water purifiers, while Aquaguard from Eureka Forbes, remains the market leader, several others have made it to the market place Usha Shriram with its Brita water Purifier already established, has launched Indias first digital water purifier-the water guard Digital in collaboration with Brita GmbH of Germany. HLL has also forayed into the water business, with its water purifier device called Pure. Water Purifiers (residential segment) are growing at 22-25% annually. A high growth rate indicates a good future potential in these sectors. It is a Rs 5 to 6 billion industry, with Aquaguard cornering more than 50% of the market. The rest is divided among Kent RO, Pentair, Ion Exchange and Others. Each detailed project reports cover all the aspects of business, from analyzing the market, confirming availability of various necessities such as plant & machinery, raw materials to forecasting the financial requirements. The scope of the report includes assessing market potential, negotiating with collaborators, investment decision making, corporate diversification planning etc. in a very planned manner by formulating detailed manufacturing techniques and forecasting financial aspects by estimating the cost of raw material, formulating the cash flow statement, projecting the balance sheet etc. We also offer self-contained Pre-Investment and Pre-Feasibility Studies, Market Surveys and Studies, Preparation of Techno-Economic Feasibility Reports, Identification and Selection of Plant and Machinery, Manufacturing Process and or Equipment required, General Guidance, Technical and Commercial Counseling for setting up new industrial projects on the following topics.

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2. INTRODUCTION OF ORGANIZATION
2.1Company Profile

TYPE

Public company BSE:HUL

INDUSTRY FOUNDED

: : :

Fast Moving Consumer Goods (FMCG) 1933 Mumbai, India Harish Manwani (Chairman), NitinParanjpe (CEO and Director)

HEADQUARTER

KEY PEOPLE

Managing

PRODUCTS

Home & Personal Care, Foods, Water Purifier Rs 20,869.57 crore (US$ 4.45 billion) (20082009) Over 65,000 direct & indirect employees

REVENUE

EMPLOYEES

PARENT WEBSITE

: :

Unilever Plc
www.hul.co.in

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HINDUSTAN UNILEVER LIMITED INDIAS LARGEST FMCG COMPANY:

2.2 FINANCIAL OVERVIEW OF HINDUSTAN UNILEVER LTD :

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2.3 Introduction of HUL

Hindustan Unilever Limited (HUL) is India's largest Fast Moving Consumer Goods Company, touching the lives of two out of three Indians with over 20 distinct categories in Home & Personal Care Products and Foods & Beverages. The companys Turnover is Rs. 20, 239 crores March 31, 2010). (for the 15 month period January 1, 2008 to

HUL is a subsidiary of Unilever, one of the worlds leading suppliers of fast moving consumer goods with strong local roots in more than 100 countries across the globe with annual sales of 40.5 billion in 2008. Unilever has about 52% shareholding in HUL Hindustan Unilever was recently rated amongst the top four companies globally in the list of Global Top Companies for Leaders by a study sponsored by Hewitt Associates, in partnership with Fortune magazine and the RBL Group. The company was ranked number one in the AsiaPacific region and in India. The mission that inspires HUL's more than 15,000 employees, including over 1,400 managers, is to add vitality to life". The company meets everyday needs for nutrition, hygiene, and personal care, with brands that help people feel good, look good and get more out of life. It is a mission HUL shares with its parent company, Unilever, which holds about 52 % of the equity.

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2.4 History Of HUL

HUL was formed in 1933 as Lever Brothers India Limited and came into being in 1956 as Hindustan Lever Limited through a merger of Lever Brothers, Hindustan Vanaspati Mfg. Co. Ltd. and United Traders Ltd. It is headquartered in Mumbai, India and has employee strength of over 15,000 employees and contributes for indirect employment of over 52,000 people. The company was renamed in June 2007 to Hindustan Unilever Limited. The Anglo-Dutch company Unilever owns a majority stake (52%) in Hindustan Unilever Limited. HUL was one of the eight Indian companies to be featured on the Forbes list of Worlds Most Reputed companies in 2007

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

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2.5 Doing Well By Doing Good

HUL believes that an organizations worth is also in the service it renders to the community.HUL focuses on hygiene, nutrition, enhancement of livelihoods, reduction of greenhouse gases and water footprint. It is also involved in education and rehabilitation of special or underprivileged children, care for the destitute and HIV-positive, and rural development. HUL has also responded in case of national calamities / adversities and contributes through various welfare measures, most recent being the relief and rehabilitation of the people affected by the Tsunami disaster, in India. HULs Project Shakti is a rural initiative that targets small villages populated by less than 5000 individuals. Through Shakti, HUL is creating micro-enterprise opportunities for rural women, thereby improving their livelihood and the standard of living in rural communities. Shakti also provides health and hygiene education through the Shakti Vani programme.The program now covers 15 states in India and has over 45,000 women entrepreneurs in its fold, reaching out to 100,000 villages and directly reaching to over three million rural consumers. HUL also runs a rural health programme, Lifebuoy SwasthyaChetana. The programme endeavours to induce adoption of hygienic practices among rural Indians and aims to bring down the incidence of diarrhoea. It has already touched 120 million people in approximately 50, 676 villages across India. If Hindustan Unilever straddles the Indian corporate world, it is because of being singleminded in identifying itself with Indian aspirations and needs in every walk of life. Unilever products touch the lives of over 2 billion people every day whether that's through feeling great because they've got shiny hair and a brilliant smile, keeping their homes fresh and clean, or by enjoying a great cup of tea, satisfying meal or healthy snack.

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Brands For Life (Product Line)

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

1 Food Brands.

2 Home Care Brands.

3 Personal Care Brands.

4 Water Purification System.

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(1) Food brands:HUL is one of Indias leading food companies. Our passion for understanding what people want and need from their food - and what they love about it - makes our brands a popular choice.

Brooke Bond 3 Roses

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

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

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

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

Brooke Bond Taaza

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

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Bru
Ekcup Bruaur mood banjae Some moments in life are special and close to the heart. Bru makes these moments with loved ones even more magicalIts Indias largest coffee brand that offers a range of products in Instant coffee, Conventional coffee and premixes....Its rich aroma and unique blend makesevery moment come alive

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

Kwality Walls
A good honest scoop of daily pleasure.. Kwality Walls, the brand with a big heart, offers a range of delightful frozen desserts that bring smiles to the faces of millions of Indians kids, teens and adults. We do so with our very popular brands - Cornetto, Feast, Paddle Pop, Selection & our award winning parlour concept, Swirls.

(2) Home care brands:HUL has a diverse portfolio of brands offering home care solutions for millions of consumers across India.

Active Wheel
Active Wheel de "Mehnat se Aazadi" Freedom from painful & tiring laundry Active Wheel enables consumers to perform laundry chores, giving Great Clean within less effort.

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Cif
Cif- the best cleaner to let you shine. Cif- The Worlds leading cream cleaner which gives you the power to deal with the toughest dirt is now in India.

Comfort
The worlds largest fabric conditioner brand. For most homemakers, ensuring their family's well-being is of utmost importance. Every task, whether its preparing a meal or washing the clothes, is an expression of her love and affection for the family.

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

Rin
Rin provides best in class whiteness which is demonstrable. Clothes talk for us. Rin plays an integral part in enabling us to look good by providing demonstrably superior whites, giving us the confidence to realize our ambitions.

Sunlight
Sunlight is a color care brand. A dash of pink, a splash of yellow, a hint of purple and a bit of orange. Colours can liven up any wardrobe and can make you look and feel precious and if theres one detergent brand thats committed to colour care, its Sunlight.

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Surf Excel
Giving your kids the freedom to get dirty and experience life, safe in the knowledge that Surf Excel will remove those stains. When children go out to play and get dirty, they don't just collect stains. They experience life, make friends, share with each other and learn from each other. This helps them get stronger and get ready for the world outside.

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

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

Aviance:Aviance enables women actualize their unique potential through expert customized beauty solutions.The Aviance promiseAviance believes that no two women are alike. A
truly beautiful woman is constantly searching for ways to express and celebrate her own individuality. Aviance was created to empower this woman. Encourage her. And help her become all she can be.

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

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Breeze
Breeze, with the goodness of glycerin gives soft, fragrant and smooth skin. Breeze makes use of a new revolutionary global technology which enhances the impact of world class perfumes in a much larger way, apart from bringing out the goodness of glycerine.

Clear

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

feeling fabulous. New Clear. Zero dandruff, Just fabulous hair

Closeup
Freshness that brings you Closer. Closeup is synonymous with Freshness that gives you the confidence to be close to someone.

Dove
Dove stands for real beauty. All around the world, Dove is making real women feel more beautiful! Since 1993, Indian women have relied on Dove for beautiful skin. Dove is known to be a keeper of promises and has given real products to women world over.

Fair & Lovely

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

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

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

Lakme is the Indian womans Beauty Sutra inspiring expression of her unique beauty and sensuality.

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

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

Lux
Lux believes in passion for beauty. It continues to be a favorite with generations of users for a sensuous experience of luxury. Lux stands for the promise of beauty and glamour as one of India's most trusted personal care brands.

Pears
Pears the purest and most gentle way to skincare! Pears launched in India in 1902, exuberates a long heritage of purity. It is so pure that you can actually see through it!

Pepsodent
Pepsodent India is committed to improve the overall Oral health of Indians. Pepsodent is a 15 year old brand that offers various oral care solutions to specific need based solutions.

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3. RESEARCH METHODOLOGY
3.1Title of study:A study on marketing mix&competitive analysis Of Pure it(HUL) 3.2Duration Of Project:45 Days(15 may 2011 to 30 june 2011)

3.3Objective Of study
Its the way by which we collected data and used it to analysis the available fact for arriving at a particular results and suggestion. Basically there are two ways of collecting the data primary & secondary

3.4 Research Design:It consists of clean statement of the research problem procedures and information processing and analysis of data collected. I have used Descriptive Research which includes survey and fact-finding enquiries of different kinds. The main characteristics of this method are that the researchers have no control over the variables; he can only report what has happened or what is happening. The major purpose of descriptive research is description of the state of affairs as exists as present.

Strategy of different players in the market. Different schemes of different brands.

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

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

3.7Sampling Plan:Sampling unit: - It defines the target population that will sample together for carrying out the analysis. Here it includes different areas and households.

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3.8.1Universe
In the data of the sampling, large sample units are preferred to get the accurate outcome of the research. I took many place as a sample for survey i.e. Mansrover, Johri Bajar, Malvia Nagar, Sanganer, Nehru Bajar, Choti Chopar, Bari Choper, Jyanti Market in Jaipur.

3.8.2 Sample size: Sample size is 100 households Statistical tools Pie charts, bar diagrams etc. Data collection Through questionnaire

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

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

3.8.5 Research Approach:The research is based initially on an exploratory research & finally followed by descriptive research.

3.9.Corporate Social Responsibility;HULs corporate social responsibility strategy seeks to address HUL's most significant sustainability impacts of hygiene, nutrition, enhancement of livelihoods, reduction of greenhouse gases and water footprint by integrating these objectives into our brands, our people and our processes. Provided income-generating opportunities to 45,000 Shakti entrepreneurs in rural areas Across 15 states in 100,000 villages through Project Shakti Lifebuoy Swasthya Chetna has touched 12crore people in more than 50676 villages Across India since 2002 PUREIT is available in more than 1500 towns nationally and already covers over 3 million Households across India. Exceeded the target of reducing CO2emissions from manufacturing operations by 25% on a base of 20

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3.10. Data Collection:A. Primary data:These are the fast hand information as observation in leads to collect through surveying as interviewing using questionnaire and schedules.

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

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Limitations Of Study:This survey report is also not free from limitations as usual. However the absence of such limitation would have improved the quality of report as given Limited time period restricted to go in for more details the period was very short to survey such a large area. Many respondents were not interested to give the required time for the questionnaire. Respondents sometimes act artificially when know their information is noted down. There was only some certain hours in a day in the idle hours in which the respondents was ready to talk. This project was done on the basis of questionnaire through survey, so it may possible here that some of them might have not provided the correct information.

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4. Facts and Finding

PUREIT purifies the input drinking water in four stages, namely;
Micro-fiber Mesh- Removes visible dirt Compact Carbon Trap- Removes remaining dirt, harmful parasites & pesticide impurities Germ kill Processor TM uses 'programmed chlorine release chlorine technology' and its stored germ kill process targets and kills harmful virus and bacteria Polisher TM removes residual chlorine and all disinfectant by-products, giving clear odorless and great tasting water Battery Life Indicator - Ensures total safety because when the germ kill power is exhausted, the indicator turns red, warning you to replace the battery

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Some basic facts on water Problems: Infected water causes an estimated 80 percent, of disease in India, according to the World Health Organization (WHO). About half the worlds reported cases of polio, a crippling disease which is waterborne, occur in India. Each year, diarrhea kills 500,000 Indian children. Water is pure at the source which is the municipal treatment plant. It comes to your house through pipes. These pipes are very old and have rusted, which may be the cause of contamination. Sewage lines are also in contact with underground water pipes. People also break open pipes at places to have access to water. These open cracks allow contaminated matter to get inside the water pipes. With the ever growing problem of safe drinking water faced in India, HUL has come with a social initiative of providing safe and pure drinking water by means of PUREIT, a quality yet affordable water PUREIT.

PUREIT Technology:PUREIT - a water Purifier designed and developed to provide As safe as Boiled Water

1. Model No M 05: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 :Great sensorial - Clear, odour-free water : removes organics, pesticides, suspended matter (turbidity) Anytime, anywhere performance : works without electricity without piped water Convenience - No hassles of boiling, No maintenance costs like plumbing

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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.
Impure H2O MFM top chamber CC T GKP Batching Chamber

lid

Bottom chamber Polisher

Down comer

Pure H2O

outlet

Fig,3. Internal mechanism of Water pureit

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Sustained Release Technology of Chlorine:key stages of purification

1 2 3 4 Micro Fibre Mesh (MFM) Compact Carbon Trap (CCT) Germ Kill Processor (Chlorine Cartridge) Polisher

Micro Fibre Mesh:-

Frame

Non woven polyester cloth filter

Material Non Woven polyester Removes suspended particulate > 10 micron Reduces filtration load on CCT Average flow rate of 5 lit / min

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Compact Carbon Trap:-

Material - Intermediate Activated Carbon Binder is used for holding the carbon granules Removes particulate impurities < 10 micron Removes organic load - improves taste of water Removes pesticides Removes Cysts

Batching Chamber has a unique Siphon U Tube :Siphon flow regulator - High precision flow regulator

Siphon tube

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.

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Germ Kill Processor:-

Attached with Batching Chamber. Stored germ-kill power target and kill all harmful viruses and bacteria Unique Auto Switch off Technology After the battery life indicator turns fully red, the Purifier will begin to overflow from the battery life indicator on the front side. Some water may still pass through the Purifier. However, please note that the Purifier has stopped purifying water & the water may no longer be safe for drinking.
The Purifier has been designed to overflow to indicate that the battery has not been replaced even after it has turned fully red.

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Polisher-

Water outlet

Water Inlet

Water flow direction

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

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Performance testing
Leading scientific institutions
National Environmental Engg Research Inst, Central Food Technological Research Inst National Institute of Cholera and Enteric Diseases, Indian Public Health Association

Leading Medical Institutions

King Institute of Preventive Medicine, Sundaram Medical Foundation, Apollo Hospitals SRL Ranbaxy Clinical Reference Laboratories
London School of Hygiene and Tropical Medicine UK.

Leading International Institutions Scottish Parasite Diagnostic Laboratory, Glassgow, UK

Competitor: Whirlpool Eureka Forbes Ltd. Usha Brita Kent zero B Philips Ken star Tata Swatch New Era (OSMO & Total aqua Fresh)

Key player in local market at Jodhpur: Hindustan Unilever Ltd. Eureka Forbes Ltd. Kent Philips

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HOW A PUREIT IS BETTER THAN OTHER METHOD OF WATER PURIFIER:Main Feature PUREIT Boil water Advance UV inline Purifier
Remove/Kills Viruses 30-40minute Bacteria Pesticides End off life indicator Yes No Yes No Yes Must boil water Yes

Advance Storage Purifier

No

Auto switch off

Yes

No

Yes

No

18 ltr. Water storage Capacity Manual backup Not require Gas Not require electricity Dual fill Facility (Manual or Auto fill) Better Taste of water Removes Smell

Yes

Yes

No

Yes

Yes Yes Yes Yes

Yes No Yes No

No Yes No No

Yes Yes Yes No

Yes

No

Yes

No

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MARKETING MIX:
PRODUCT: PRICE:

(a)Easily available nationwide. (b)Easy to handle. (c)Multiple products launched for each product type.

(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. PROMOTION: PLACE:

(a)Active subscription immediately (b) Right time installation of

(a)Urban educated India that cares for

products (c)Properly repair services against paid AMCs. d) Service during contract period

their family. (b)Areas prone to diseases. (C)Strategically chosen locations for catching the eye of potential

consumers. (d)Various stalls near market places

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5. Analysis and Interpretation

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 companys 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 companys products.

Strengths and weaknesses: How companys product stacks up against the competition and inwhat areas they have an edge over companys product and in what areas companys product is superior.

Identify competitors: Verify who your primary and secondary competitors are. Improvements: How and in what areas companys 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.

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HOW CAN COMPETITIVE ANALYSIS HELP ESTABLISH COMPANYS 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:

Have a realistic view of company competition. Foresee market changes and demands. Identify ways to attract customers from companys competitors. Discover opportunities for improvement in companys business practices. Identify necessary changes in companys processes to meet market demands. Identify necessary changes in companys processes to reduce costs.

Criteria of treat the drinking water.

Do nothing Boiled water Use electrical water Purifier Use non electrical water Purifier

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No. of households
60

50

40

30 No. of households 20

10

0 o Do nothing o Boiled water o Use electrical water purifier o Use non electrical water purifier

Interpretation:After the survey of 100 households: Most of the peoples are using electric water Pureit This shows that people are more conscious about their health Only a few portions of the households are not using any kind of water Purifier.

Percentage of respondent who knows that 80% of the diseases in our country are water bound.
Yes No Not aware

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No.of People
Yes 8% No Not Aware

17%

75%

Interpretation: - From the survey of 100 persons I found that

75% of the people are aware that most of diseases are mainly due to the water. 17%ofthe peoples say that it is not because of water there family members gets ill. 8% of the people are not aware about water born diseases

Consideration while buying water Purifier.

Price Health & Safety Both

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Buying Preference

Both 15%

Price 10%
Health & Safety 75%

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

Water Purifier company which is preferring by the respondent.

Purifier Aqua guard or Aqua sure Kent water Purifier Philips Usha Brita Others

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Water Purifier of different Companies

25

No.of units sold (000)

20

15

10

pureit

aquaguard

Kent

Philips

Usha

other

Water Purifier Comapnies

InterpretationAfter a survey of 100 house holds, I have found that Pureit is the market leader. The sale of HUL water Purifier is more then other Purifier companies. Aquaguard is the closest competitor of Pureit. Due to entrance of new companies like Kent, Philips and usha, HUL is facing a tough competition.

Peoples Comment on the price of your water Purifier.

Affordable High Should be Revised

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Comments on Prices of water Purifier:-

Revised - 17%

Affordable53%
High- 30%

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

Percentage of people who knows that boiled water is not necessarily safe water.
Yes No

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Number of people using water purifier yes no

38%

62%

Interpretation: After a survey of about 100 house holds, I have found that :62% says that boil water is not safe. 38% of the people have a opinion that boil water issafe only for few hours This shows that even after boiling water isnot safe for drinking purpose.

Analysis of marketing activities of pureit which is prefers by the respondent to buy the pureit.
Kiosk Demonstration Direct Marketing T V Commercial

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Marketing Activity
Demonstration TV Commercial Kiosk Direct Marketing

Kiosk 10%

Direct Marketing 15%

Demonstrati n 5%

TV Commercial 70%

Interpretation:After a survey I found that TV advertisement play main role in making awareness. 70% People come product knowledge through TV Commercial, 15% people come through direct marketing, 10 % People come through Kiosk and 5% people come demonstration marketing activity.

Feedback about the cost of the filter of pureit. Rs. 400 Rs. 550

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80 70 60 50 40 30 20 10 0 Rs. 365 Rs. 510 510 365

Interpretation:-After a survey, I found that70 % people prefer of Rs.365 filter it works upto 1500 liter. Water purifies.

Perception About the duty of service man to Change the filter of pureit. Your own Service man of the company

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replece critiria
your own service man of the company

20%

80%

Interpretation:After a survey, I found that the service of the PUREIT is very strong so 80% complaints of the consumer solve service man.

Feedback of selected people when the filter has to be replaced. By Indicator See the service man By limit of the filter

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Getting knowledge
70 60 50 40 30 20 10 0 By Indicaor See to service man pereod of filter Getting knowledge

Interpretation:After a survey, I found that PUREIT device indicates to the consumer when it to be changed

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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)

A. 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)

B. 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)

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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)

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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) B. 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)

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6. SWOT Analysis

Fig, 2, SWOT analysis of HUL

~ 51 ~

4.6.1 Strength:HUL enjoys a formidable distribution network covering over 3400 distributors and 16 million outlets. The new sales organization named 'One HUL' brings "Household and Personal Care" and foods distribution networks together, thereby aligning all the units towards the common goal of achieving success.

4.6.2 Weakness:HUL market dominance, originating from its extensive reach and strong brand presence, allowed it to raise the prices even as raw materials were getting cheaper. Hence, though the volumes decreased, the margins grew, and company was able to earn more profits. But higher margins attracted competition in areas of operations. HUL strategy remained focused on creating power brands and earning higher margins.

4.6.3 Opportunity:India is one of the world's largest producers of FMCG goods but its exports are miniscule as compared to production. Though Indian Cos. has been going global, their focus is more towards Asian countries because of the similar preferences. HUL is one of the top companies exporting FMCG goods from India. An expansion of horizons towards more and more countries would help HUL grow its consumer base and henceforth the revenues. Penetration levels for some major categories like skin-cream (22%), shampoo (38%), toothpaste (48%) and processed foods continue to remain low offerings but great growth opportunities products.

4.6.4 Threat:ITC has reduced its dependence on the cigarettes business - Contribution of the core business in revenues has come down from 87% in FY99 to 70% in FY05. Over a period of five years, ITC has extended its presence into areas like foods, retailing, hotels, greetings, agriculture, paper, etc. These are businesses that can give it growth impetus in the long run. With ITC gaining momentum in each of these businesses, it is turning into a consumer monolith, and hence, the greatest threat to HUL's Business.

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7. Conclusion
I had conducted the market survey in the Jaipur city in Rajasthan. I had chosen the product as Pure It because people are very cautious about their health these days and are very particular about their drinking water. In such a scenario most of the people are using water purifier.

I was very lucky to join this company and learnt so many things, like punctuality, hard work, selling strategy of company etc. I had met different kinds of people, coming from different religion. Thus I came to know about the different views of these people.

After the survey I came to a solution that the people of Jaipur are very much aware of Pure It water purifier and maximum of them are satisfied with the product. I came across some people who are using Pure It water Purifier for more than 2 years. Although maximum people are satisfied with the product but still there a pinch of dissatisfaction among some of the consumers but the ratios of these people are negligible.

The

survey has

showed

and

proved that

Hindustan

Uniliver

Limited

is

enjoying a I have

monopoly in the markets of Jaipur. Now a day, HUL is competing with Eureka Forbes.

found out from the survey that people use the word Pure It as a generic name for all water purifiers no matter to which company and brand it belongs to. Moreover my survey has showed that most of the people are using Pure It water Purifier in their work place as well as in their homes.

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8. RECOMMENDATIONS:
As per the survey done following were the recommendations of the Survey: Price structure should be revised 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 Should focus more on brand awareness. Technological & other aspects should be re considered and re-christened product.

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9. APPENDIX
List Of Figure
Clustered column chart 3-D clustered column Clustered cylinder chart 3-D Clustered cylinder chart Pie chart Exploded pie chart

Key Words

Hul FMCG

: Hindustan Uniliver Limited : Fast moving consumer goods

: Business Development Officer

BDO
FY

:Financial Year

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BIBLIOGRAPHY:

http://www.businessknowhow.com

http://www.articlesnatch.com

http://www.vmmg.net

http://www.indiastat.com

http://www.business.com

http://www.bizgroethlive.com

http://www.1888articles.com

http://www.MastersofSuccess.biz

http://www.EzineArticles.com

http://www.getclientsnow.com

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Questionnaires
1.

How do you treat your drinking water?

o o o o
2.

Do nothing Boiled water Use electrical water Purifier Use non electrical water Purifier

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

o Yes o No o Not aware

1. Which companies Purifier do you use and prefer to buy it ?

o o o o o o Purifier Aqua guard or Aqua sure Kent water Purifier Philips Usha Brita Others

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

Q5. Comment on the price of your water Purifier?

o o o

Affordable High Should be Revised

Q6. Do you know that boiled water is not necessarily safe water?
o Yes o No

~ 57 ~

Q7.Have you recently come across any kind of marketing activities for PUREIT?
o Kiosk o Demonstration o Direct Marketing

Q8.Do you get any type of after sale services from the company?
o Yes o No o Exceptional

Q9. Criteria considered for Purchase?

o Brand name o Technology o Aesthetics o Price

Q10.Where you did heard about the product?

o TV commercial o Newspaper print ads o In shop branding o Friends reference

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

o Retail Outlets o Franchisee dealers o Direct Marketing

Q12. Problems regarding:o Color o Smell o Other visible impurities

~ 58 ~

Q13.Does PUREIT remove pesticide impurities from drinking water?

o Yes o No o Do not know

Q14.How do you know when the filter has to be replaced ?

o By Indicator o See the service man o By limit of the filter

Q15. What is the cost of the filter of PUREIT ?

o Rs. 400 o Rs. 550

Q16.Who Change the filter of PUREIT ?

o Your own o Service man of the company

DATE SIGNATURE-

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