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

A
PROJECT REPORT ON
A Study on marketing mix & competitive analysis
of “Pure it” (HUL)
Submitted By:
Smruti Ranjan Das
Roll No. 049
PGDM-RM 2009-11
UNDER THE GUIDANCE OF
Dr. R. Padmaja
(Assistant Prof. Marketing)
IN PARTIAL FULFILMENT FOR THE AWARD OF THE DEGREE OF
POST GRADUATE DIPLOMA IN MANAGEMENT
(RETAIL & MARKETING)
INSTITUTE OF PUBLIC ENTERPRISE
OSMANIA UNIVERSITY CAMPUS
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HYDERABAD – 500 007
DECLARATION
I, Smruti Ranjan Das, a student of PGDM-RM (2009-11) studying at IPE (Institute of
Public Enterprise), Hyderabad, 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
Smruti Ranjan Das
PGDM-RM (049)
2009-11
2

ACKNOWLEDGEMENT
I feel great pleasure for the completion of this project. At the very outset I would
express my sincere thanks and deep sense of gratitude to personnel who helped me
during the collection of data and gave me rare and valuable guidance for the
preparation of this report.
I am thankful to Prof R. K. Mishra, Director of IPE and Prof Dr V. Srikanth, PGDM-
RM Co-ordinater for giving us such a wonderful opportunity to work with corporate as
a part of our project work and constantly motivating right from the beginning.
I thank Assistant prof Dr K.Padmaja, Assistan Prof. Marketing for his continuous
patience and support.
I take this opportunity to express my deep sense of gratitude and appreciation to my
project guide Mr. Soubhagya Biswal (Area sales Manager, Hindustan Unilever Ltd)
for assistance, motivation, and being a continual source of encouragement for me.
I would like to thank Mr. D. Mitra, Business Development Executive (BDE), Mr.
Venkat Ravi, Territory Sales Officer (TSO), Mr. Ajay,Territory Sales Officer(TSO)
,HUL” Pure it” Hyderabad, for always helping me right from the beginning of the
Project. I am thankful to my project guide Mr. G. Ramu, Zone sales officer for his
timely guidance, cooperation and encouragement.
I take opportunity to thanks all my friends and also thank all people who directly or
indirectly concerned with this project. I also express my gratitude to my parents who
give a constant support and love throughout my life and career.
SMRUTI RANJAN DAS
3

CONTENTS
Chapters Page
No.
Introduction……………………………………………………………………… (1- 3)
Market Research…………………………………………………………………. .(4 -5)
Objectives…………………………………………………………………………. (6)
Methodology………………………………………………………………………. (7)
Data Collection…………………………………………………………………….. (8)
Scope & Importance of study………………………………………………………. (9)
Direct Marketing………………………………………………………………......... (10)
Selling Strategy Adopted……………………………………………………………. (11)
Marketing Mix……………………………………………………………………….. (12)
Limitation of the study……………………………………………………………… (12)
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Chapters
Page No.
INDUSTRY PROFILE…………………………………………… (13-16)
COMPANY PROFILE……………………………………………. (17-24)
COMPETATIVE ANALYSIS…………………………………….. (25-32)
DATA PRESENTATION & ANALYSIS…………………………. (33-60)
CONCLUSION…………………………………………………....... (61)
RECOMMENDATIONS…………………………………………… (62)
BIBLIOGRAPHY………………………………………………….. (63)
APPENDICES
Questionnaire……………………………………………………………………... (64-65)
5

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,
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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.
8

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:-
IMRB (Indian Market Research Bureau)
ICMR (Indian Council of Market Research)
Information Resource Incorporation
NPD Group Information
A .C. Nielsen India Pvt. Ltd.
9

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.
Product Research
Sales Research
Customer Research
Pricing Research
Advertising Research
10

OBJECTIVES
The followings are the main objectives of this research project
 How to increase productivity of sales in Kiosks
 Competitive analysis of ‘PURE IT’
11

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.
Scaling technique
For the measurement of variables, Nominal Scale is used which is the most widely used scale in
market research, where respondents specify their response to a statement.
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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.
3. 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)
4. Sample size: I had chosen 100 samples for the analysis.
5. 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
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form of statements. The respondents’ category range from housewives & working women to
working men.
6. Sampling design:
I. Selection of study area: Hyderabad and Secunderabad II. Selection of Sample size: 100
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.
Importance of Study:
The main purpose of study is to increase the productivity of kiosk (outreach) regarding HUL
Pure it water purifiers. The survey was conducted in Hyderabad and Secunderabad area not all
but only some parts have included for survey. Due to shortage of time it was not possible to
14

cover the whole areas. Thus the scope of the study was completed with the time and resources
available.
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
 It is easy, convenient and private.
 Provides more choice to the consumer
 Consumers can avail best price as there is no middle men involved.
 Helpful for the companies to build a close and direct relation with the consumer.
 It saves the valuable time of the working and busy people.
Disadvantages of Direct Marketing
 Consumer can’t touch and feel the product before buying
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 The scope of expansion is limited in this kind of marketing
 It has higher per person cost than other form of advertising.
 There is a great scope for misleading and deceiving customers by dishonest
businessman.
 It may cause irritation to the consumer through unwanted mail and spam.
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
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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 /-
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 products
c) Properly repair services against paid AMC’s.
d) Service during contract period
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
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 Time is the major constraint in the study
 My Study is confined to 100 respondents.
 Research is done only in some parts of Hyderabad
 Respondents Fatigue.
 Researcher inexperience.
 Language (Telugu)
CHAPTER-2
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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 diarrheal disease are attributed to unsafe water and inadequate
sanitation and hygiene, and 1.8 million people die from diarrheal diseases each year. The WHO
estimates that 94% of these diarrheal 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 purifification
and backpacking is an industy 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
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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:
Eureka Forbes
Philips
Kent
Whirlpool
Usha Brita
Alfaa
Godrej
Hi-tech
Jaipan
Kenstar
Maharaja Whiteline
Orpat
Zero B
Water Purifier Market in India 2010
The water purification and treatment industry in India, under siege from cheap imports ofwater
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
20

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 clamour 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 behaviour patterns. The cities covered in survey were, Delhi,
Mumbai, Kolkata,Chennai, Bangalore, Hyderabad, Ahmedabad, Chandigarh, Pune and Bhopal.
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COMPANY PROFILE
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 4
million 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
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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 believes that an organisation's worth is also in the service it renders to the
community. 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. Shakti also includes
health and hygiene education through the Shakti Vani Programme, and creating access to
relevant information through the iShakti community portal. The program now covers 15 states in
ndia and has over 45,000 women entrepreneurs in its fold, reaching out to 100,000 plus villages
and directly reaching to 150 million rural consumers. By the end of 2010, Shakti aims to have
100,000 Shakti entrepreneurs covering 500,000 villages, touching the lives of over 600 million
people.
HUL is also running a rural health programme – Lifebuoy Swasthya Chetana. The
programme endeavours to induce adoption of hygienic practices among rural Indians and aims to
bring down the incidence of diarrhoea. It has already touched 84.6 million people in
approximately 43890 villages of 8 states. The vision is to make a billion Indians feel safe and
secure.
24

Home care brands
HUL has a diverse portfolio of brands offering home care solutions for millions of consumers
across India.
Personal care brands
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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.
26

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
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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.
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Pure It-Blue Pure It
Maroon Four purifier stages of Pure It
Pure it purifies your drinking water in four stages, beginning with the removal of visible dirt,
followed by the removal of harmful parasites and pesticide impurities. Then, the harmful viruses
and bacteria are removed and finally the water is rendered clear, odour less and great tasting by
removing remaining impurities.
Water Purifiers offered by HUL
30
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 MARVELLA PURE IT AUTO-FILL
31

PURE IT M05 PURE IT COMPACT
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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.
34

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:
• Have a realistic view of company competition.
• Foresee market changes and demands.
• Identify ways to attract customers from company’s competitors.
• Discover opportunities for improvement in company’s business practices.
• Identify necessary changes in company’s processes to meet market demands.
• 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. However, there may be other companies that indirectly compete with HUL,
ones that offer products or services that are aiming for the same customer capital.
Hindustan Unilever Limited (HUL) of water division Pure its competitors in the market are:
1. Eureka Forbes Limited
2. Philips
3. Whirlpool
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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?
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Some businesses think it is best to get on with their own plans and ignore the competition.
Others become obsessed with tracking the actions of competitors (often using underhand or
illegal methods). Many businesses are happy simply to track the competition, copying their
moves and reacting to changes.
Competitor analysis has several important roles in strategic planning:
• To help management understand their competitive advantages/disadvantages relative to
competitors.
• To generate understanding of competitors’ past, present (and most importantly) future
strategies.
• To provide an informed basis to develop strategies to achieve competitive advantage in the
future.
• To help forecast the returns that may be made from future investments.
Sources of information for competitor analysis
How the sources of competitor information can be neatly grouped into three categories:
• Recorded data: this is easily available in published form either internally or externally. Good
examples include competitor annual reports and product brochures;
• Observable data: this has to be actively sought and often assembled from several sources. A
good example is competitor pricing;
• Opportunistic data: to get hold of this kind of data requires a lot of planning and organization.
What businesses probably already know their competitors?
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• Overall sales and profits
• Sales and profits by market
• Cost structure
• Market shares (revenues and volumes)
• Organization structure
• Distribution system
• Identity / profile of senior management
• Advertising strategy and spending
• Customer / consumer profile & attitudes
• Customer retention levels
What businesses would really like to know about competitors?
• Sales and profits by product
• Relative costs
• Customer satisfaction and service levels
• Customer retention levels
• Distribution costs
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• Size and quality of customer databases
• Advertising effectiveness
• Future investment strategy
Strategy - competitive advantage
Competitive advantage is an advantage over competitors gained by offering consumers greater
value, either by means of lower prices or by providing greater benefits and service that justifies
higher prices.
Feature Comparison
Compared with other available water purification methods, Pureit is by far the best option, in
terms of safety, convenience and affordability.
Key features Pureit Boiling
process
Leading UV
inline purifier
Candle filter
Removes harmful Viruses

Need to boil

Removes harmful Bacteria

for 30-40

Removes harmful
Parasites(causes amoebiasis,
diarrhoea, etc)

Min

End-of-life indicator
 
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Advanced Auto Switch-off
 
Great taste
 
Improves clarity
 
Removes odour
 
Doesn't need expensive gas
  
Doesn't need electricity
  
Doesn't need continuous tap
water
  
Doesn’t need plumbing
  
Doesn't need an expensive
  
maintenance contract
  
Low initial cost
  
Low on-going cost
 
The above table shows that Pureit’s initial price of Rs. 2000 and the ongoing price of
only Re. 1 for 4 litres of water is the most competitive offer in the market. This is
because Pureit doesn’t need expensive gas, doesn’t need electricity, doesn’t need
maintenance.
Cost comparison across purification methods
Method of purification paise/litre
Cost of Pureit water 24
Cost of Pureit water 35
Cost of boiling water 47
Cost of leading UV in-line purifier 64
Cost of 20 litres of leading bottled water brand 350
Cost of 1 litre of leading bottled water brand 1200
40

DATA PRESENTATION & ANALYSIS
The following data and information has been obtained through research activity.
Frequency Table
Table 5.1: Frequency and Percentage of the respondents who have water purifier
Have a Water Purifier Frequency Percent
Yes 48 48.0
No 52 52.0
Total 100 100.0
Fig 5.1: Frequency and Percentage of the respondents who have water purifier
42

The total no. of respondents includes in the research is 100.Out of 100 respondents, 48
% (48) of people have a water purifier and 52 % (52) people have not water purifier.
Table 5.2: Frequency and Percentage of respondents “which company water
purifier, you are using and will use”
Which Company Frequency Percent
Eureka Forbes 50 50.0
HUL Pure it 14 14.0
Kent 10 10.0
Philips 10 10.0
Whirlpool 7 7.0
Any Other 9 9.0
Total 100 100.0
Fig 5.2: Frequency and Percentage of respondents “which company water purifier,
you are using and will use”
44

Out of 100 respondents, the data of people are using water purifier and people are not
using water purifier .Those people are not using water purifier, if they will buy ,they will
buy only this company’s product like Eureka Forbes,Hul,Kent,Philips,Whirlpool.50%
(50),14% (14),10% (10),10%(10),7% (7),9% (9) of people are using and will use Eureka
Forbes, Hul, Kent, Philips, Whirlpool and any other company’s water purifier
Table 5.3: Frequency and Percentage of respondents about electricity
Electricity Frequency Percent
Yes 72 72.0
No 28 28.0
Total 100 100.0
Fig 5.3: Frequency and Percentage of respondents about electricity
46

INTERPRETATION
The above data tells about electricity of water purifier, that is the water purifier is
working with electricity or without electricity. Out of 100 respondents, 72 % (72) of
people have given their view that ‘yes’ and 28 % (28) of people have given their view
‘No’.
Table 5.4: Frequency and Percentage of respondents “before buying product, know
about the product or want to see demonstration “
Before Buying, know about
Product
Frequency Percent
Yes 78 78.0
No 12 12.0
Don't Know 10 10.0
Total 100 100.0
Fig 5.4: Frequency and Percentage of respondents “before buying product, know
48

Don't Know 10 10.0
Total 100 100.0
Fig 5.4: Frequency and Percentage of respondents “before buying product, know
49

INTERPRETATION
The above data has given, before buying the water purifier; people want to know the
product or want to see demonstration of the product.78 % of people have given their
view ‘Yes’, they want to know the product details.12 % of people have given their view
‘No’, they don’t want to know the product details or product knowledge .10 % of people
have given their view ‘don’t know’.
Table 5.5: Frequency and Percentage of respondents about taste good, odorless and
looks clear
TASTE GOOD,ODORLESS
LOOKS CLEAR
FREQUENCY PERCENT
Yes 80 80.0
No 9 9.0
Don't Know 11 11.0
Total 100 100.0
Fig 5.5: Frequency and Percentage of respondents about taste good, odorless and
looks clear
51

INTERPRETATION
The above data has given the frequency and percentage of respondents about taste of
water is good, odorless, looks clear. Out of 100 respondents, 80 % (80) of people have
given their view ‘YES’. the taste of water is good, odorless and looks clear.9 % (9) of
people have told ‘NO’, the taste of water is good, odorless and looks clear and 11 %
(11) of people have given their view ‘don’t know’ about taste of water.
Table 5.6: Frequency and percentage of respondents about cost of water purifier
COST FREQUENCY PERCENT
Rs. 1000- Rs. 5,000 37 37.0
Rs. 6,000- Rs. 10,000 27 27.0
Rs. 11,000- Rs. 15,000 20 20.0
More than Rs. 15,000 16 16.0
Total 100 100.0
Fig 5.6: Frequency and percentage of respondents about cost of water purifier
53

INTERPRETATION
The above data has given about frequency and percentage of cost of water purifier. The
percentage of people who are using or want to buy water purifier in the cost range Rs
1000- Rs 5000 was found 37 % (37).The percentage of people who are using or willing
to buy water purifier in the cost range Rs 6000-Rs 10000 was found 27 % (27). The
percentage of people who are using or willing to buy water purifier in the cost range Rs
11000-Rs 15000 was found 20 % (20). The percentage of people who are using or
willing to buy water purifier more than Rs 15000 was found 16 % (16).
Table 5.7: Frequency and Percentage of respondents about service after sales
SERVICE AFTER SALES FREQUENCY PERCENT
Yes 64 64.0
No 36 36.0
Total 100 100.0
55

Fig 5.7: Frequency and Percentage of respondents about service after sales
56

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.
Table 5.8: Frequency and Percentage of respondents about ‘where to prefer to buy
the water purifier
PREFER TO BUY FREQUENCY PERCENT
Retail Outlet 30 30.0
Franchisee Dealer 21 21.0
Demo at your doorstep 49 49.0
TOTAL 100 100
58

Fig 5.8: Frequency and Percentage of respondents about ‘where to prefer to buy
the water purifier
59

INTERPRETATION
The above data has given frequency and percentage of respondents about where to prefer
to buy the water purifier 1)Retail Outlet 2)Franchisee dealer 3) Demo at your doorstep.
Out of 100 respondents, 49 % (49) of people prefer to buy water purifier from demo at
your doorstep, 30 % (30) of people prefer to buy water purifier from retail outlet and 21
% (21) of people prefer to buy water purifier from franchisee dealer.
Table 5.9: Frequency and Percentage of respondents about warranty of water
purifier
WARRANTY Frequency Percent
6 Months 43 43.0
1 year 40 40.0
2 Year 17 17.0
61

Total 100 100.0
Fig 5.9: Frequency and Percentage of respondents about warranty of water purifier
62

INTERPRETATION
The above data has given frequency and percentage about warranty of water purifier.
43% (43) of respondents have given their view, 6 month warranty period of water
purifier. 40 % (40) of respondents have given their view, 1 year warranty period of water
purifier. 17% (17) of respondents have given their view, 2 year warranty period of water
purifier.
Table 5.10: Frequency and Percentage of respondents about what comes your mind
first i.e. Price or Health & Safety or Both
What comes your mind first Frequency Percent
Price 16 16.0
Health & Safety 39 39.0
Both 45 45.0
64

Total 100 100.0
Fig 5.10: Frequency and percentage of respondents about what comes your mind
first i.e. Price or Health & Safety or Both
65

The above data has told, frequency and percentage of respondents about what comes
customers mind first i.e. Price or Health or Both. Out of 100 respondents, 45 % (45) of
respondents have given their view that both that is price as well as health and safety.
Percentage of respondents who are only concern about health and safety was found 39 %
(39).Percentage of respondents who are concern about only price was found 16 % (16).
Table 5.11: Frequency and Percentage of respondents about market activities
Market activities Frequency Percent
Road Show 55 55.0
Visual Merchandising 30 30.0
Others 15 15.0
Total 100 100.0
Fig 5.11: Frequency and Percentage of respondents about market activities of Pure
it
67

INTERPRETATION
T he above data has given frequency and percentage of respondents about market
activities of Pure it i.e. Road show, Visual Merchandising and others. Out of 100
respondents, 55 % of respondents have given their view, they see the road show of HUL
product that is Pure it water purifier. Percentage of respondents who have given their
view about visual merchandising was found 30 % (30) and 15 % (15) of respondents
have given their view other activities conducted by HUL company.
CROSS TABULATIONS
Table 5.12: Cross tabulation between ‘Company and Taste of water
WHICH
COMPANY
Tastes good ,odorless ,looks clear Total
Yes No Don’t Know
69

Eureka Forbes 45 1 4 50
Hul 9 2 3 14
kent 9 1 0 10
Philips 8 1 1 10
Whirlpool 4 2 1 7
Any Other 5 2 2 9
Total 80 9 11 100
Fig 5.12: Cross tabulation between ‘Company and Taste of water
INTERPRETATION
1. PERCENTAGE WITHIN ‘COMPANY’
A. Eureka Forbes : Among the total 50 Eureka Forbes users
70

The view of Eureka Forbes users toward taste of water is good, odorless and
looks clear was found, Yes – 90 % (45), No- 2% (1), Don’t know- 8% (4)
B. Hul : Among the total 14 Pure it (Hul) users
The view of Hul users toward taste of water is good, odorless and looks clear was found,
Yes – 64.3 % (9), No- 14.3% (2), Don’t know- 21.4% (3)
C. Kent : Among the total 10 kent users
The view of Kent users toward taste of water is good, odorless and looks clear was
found,
Yes – 90 % (9), No- 10% (1), Don’t know- 0% (0)
D. Philips Among the total 10 Philis users
The view of Philips users toward taste of water is good, odorless and looks clear was
found,
Yes – 80 % (8), No- 10% (10), Don’t know- 10% (10)
F. Whirlpool: Among the total 7 Whirlpool users
The view of Whirlpool users toward taste of water is good, odorless and looks clear was
found,
Yes – 51.1 % (4), No- 28.6% (2), Don’t know- 14.3% (14.3)
G. Any Other: Among the total 9 any other water Purifier users
The view of any other Water purifier users toward taste of water is good, odorless and
looks clear was found, Yes – 55.6 % (5), No- 22.2% (2), Don’t know- 22.2% (2)
2. PERCENTAGE WITHIN ‘TASTE OF WATER’
A. Yes: Among the total 80 respondents for whom the taste of water is good, odorless and looks
clear.
The percentage of Eureka Forbes users, Hul users, kent users, Philips users, whirlpool
users was found 56.3% (45), 11.3% (9), 11.3 % (9), 10 % (8), 5 % (4), 6.3 % (5)
respectively.
B. No: Among the total 9 respondents for whom the taste of water is not good, odorless and
looks clear
71

users was found 11.1% (1), 22.2% (2), 11.1% (1), 11.1 % (1), 22.2% (2), 22.2% (2)
respectively.
C. Don’t know : Among the total 11 respondents ,they don’t know the taste of water is good,
odorless and looks clear .The percentage of Eureka Forbes users, Hul users, kent users,
Philips users, whirlpool users was found 36.3% (4), 27.3% (3), 0 % (0), 9.1 % (1), 9.1 % (1),
18.2 % (2) respectively.
Table 5.13: Cross tabulation between ‘Company and Service after sales’
Which Company Service after sales Total
Yes No
Eureka Forbes 30 20 50
Hul 9 5 14
Kent 8 2 10
Philips 7 3 10
Whirlpool 5 2 7
Any Other 5 4 9
Total 64 36 100
Fig 5.13: Cross tabulation between ‘Company and Service after sales’
72

users was found 11.1% (1), 22.2% (2), 11.1% (1), 11.1 % (1), 22.2% (2), 22.2% (2)
respectively.
C. Don’t know : Among the total 11 respondents ,they don’t know the taste of water is good,
odorless and looks clear .The percentage of Eureka Forbes users, Hul users, kent users,
Philips users, whirlpool users was found 36.3% (4), 27.3% (3), 0 % (0), 9.1 % (1), 9.1 % (1),
18.2 % (2) respectively.
Table 5.13: Cross tabulation between ‘Company and Service after sales’
Which Company Service after sales Total
Yes No
Eureka Forbes 30 20 50
Hul 9 5 14
Kent 8 2 10
Philips 7 3 10
Whirlpool 5 2 7
Any Other 5 4 9
Total 64 36 100
Fig 5.13: Cross tabulation between ‘Company and Service after sales’
73

INTERPRETATION
1. PERCENTAGE WITHIN “COMPANY”
A. Eureka Forbes : Among the total 50 Eureka Forbes users
The view of Eureka Forbes users toward service after sales was found, Yes – 60 % (30),
No- 40% (20)
B. Hul: Among the total 14 Hul users
The view of Hul users toward service after sales was found, Yes – 64.3% % (9), No-
35.7% (5)
C. Kent : Among the total 10 Kent users
74

The view of Kent users toward service after sales was found, Yes – 80 % (8), No- 20%
(2)
D.Phillips: Among the total 10 Phillips users
The view of Phillips users toward service after sales was found, Yes – 70 % (7), No-
30% (3)
D. Whirlpool : Among the total 7 Whirlpool users
The view of Whirlpool users toward service after sales was found, Yes – 71.4% (5), No-
28.6% (2)
E. Any other: Among the total 9 Any other users
The view of any other users toward service after sales was found, Yes – 55.6% (5), No-
44.4% (4)
2. PERCENTAGE WITHIN ‘SERVICE AFTER SALES’
A. Yes: Among the total 64 respondents for whom services provided by company is good.The
percentage of Eureka Forbes users, Hul users, kent users, Philips users, whirlpool users was
found 53.1% (30), 7.8% (9), 12.5 % (8), 10.9 % (7), 7.8 % (5), 7.8 % (5) respectively.
B. No: Among the total 36 respondents for whom services provided by company is not
good.The percentage of Eureka Forbes users, Hul users, kent users, Philips users, whirlpool
users was found 44.4% (20), 25.0% (5), 5.6% (2), 8.3 % (3), 5.6% (2), 11.1% (4)
respectively.
75

Table 5.14: Cross tabulation between ‘Company and Market Activities’
Which
company
Market Activities
Total
Road Show Visual
Merchandising
Others
Hul 5 6 3 14
Kent 5 4 1 10
Philips 6 2 2 10
Whirlpool 5 1 1 7
Anyother 6 2 1 9
Total 49 33 18 100
Fig 5.14: Cross tabulation between ‘Company and Market Activities’
76

INTERPRETATION
A. Eureka Forbes : Among the total 50 respondents
The view of respondents toward market activities was found, Road show-44% (22),
Visual Merchandising-36% (18), Others- 20 %( 3)
B. Hul : Among the total 14 Pure it (Hul) users
The view of respondents toward market activities was found, Road show-35,7% (5),
Visual Merchandising-42.9% (6), Others- 21.4 %(10)
77

D. Philips Among the total 10 Philis users
E. 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)
F. Any Other : Among the total 9 any Other water Purifier users
The view of respondents toward market activities was found, Road show-66.7% (6),
Visual Merchandising-22.2% (2), others- 11.1 %( 1)
2. PERCENTAGE WITHIN ‘MARKET ACTIVITIES’
A. Road Show: Among the total 49 respondents, who saw the road show of water
Purifiers.The percentage of road show of Eureka Forbes , Hul , kent , Philips , whirlpool
and any other water purifiers was found 44.9% (22), 10.2% (5), 10.2 % (5), 12.2 % (6),
10.2 % (5), 12.2 % (6) respectively.
B. Visual Merchandising: Among the total 33 respondents, who saw the visual
merchandising of water Purifiers. The percentage of visual merchandising of Eureka Forbes
, Hul , kent , Philips , whirlpool and any other water purifiers was found 54.5% (18), 18.2%
(6), 12.1 % (4), 6.1 % (2), 3.0 % (1), 6.1 % (2) respectively.
C. Any other: Among the total 18 respondents, who saw the other market activities
of water Purifiers.The percentage of any other market activities of Eureka Forbes , Hul ,
kent , Philips , whirlpool and any other water purifiers was found 56.6% (10), 16.7% (3),
5.6 % (1), 11.1 % (2), 5.6 % (1), 5.6 % (1) respectively
Table 5.15: Cross tabulation between ‘Company and Cost Price of Water Purifier’
Which
company
Cost
Total
Rs1000-Rs
5000
Rs5000-
Rs10000
Rs 10000-
Rs15000
Above Rs
15000
Eureka
Forbes
22 14 8 6 50
78

Hul 6 3 4 1 14
Kent 3 3 1 3 10
Philips 3 4 1 2 10
Whirlpool 1 0 3 3 7
Anyother 2 3 3 1 9
Total 37 27 20 16 100
Fig 5.15: Cross tabulation between ‘Company and Cost Price of Water Purifier’
INTERPRETATION
79

A. Eureka Forbes: Among the total 50 respondents
The view of respondents toward cost of water purifier they are using and wants to use
was found,
Rs 1000 to Rs 5000-44 % (22), Rs 6000 to Rs 10000-28 %( 14), Rs 11000 to Rs 15000-
16% (8), Above Rs 15000-12% (6)
B. Hul: Among the total 14 Pure it (Hul) users
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)
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)
D: Philips Among the total 10 Philis users
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)
80

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)
F. Any Other : Among the total 9 any Other water Purifier users
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
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
found 40 %(8),20 % (4),5 % (1),5% (1),15 % (3),15% (3) respectively.
D. Above than Rs 15000: Among the total 16 respondents
81

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.
Table 5.16: Cross tabulation between ‘Have a water purifier and Cost Price of
Water Purifier’
Have a
water
Purifier
Cost Total
Rs1000-Rs
5000
Rs5000-
Rs10000
Rs 10000-
Rs15000
Above Rs
15000
Yes 17 12 8 11 48
No 20 15 12 5 52
Total 37 27 20 16 100
Fig 5.16: Cross tabulation between ‘Have a water purifier and Cost Price of Water
Purifier’
82

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)
found 25 % (12)
83

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)
(if they will use water purifier in future) was found 28.8 % (15)
(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
A. 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
10000 was found 44.4 %( 12)
84

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
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)
85

Table 5.17: Cross tabulation between ‘Which Company and Prefer to buy the
product’
Which company Prefer to buy the product Total
Retail Outlet Franchisee
Dealer
Demo at your
doorstep
Hul 4 2 8 14
Kent 4 4 2 10
Philips 3 5 2 9
Whirlpool 2 4 1 7
Any other 2 5 2 9
Total 30 30 40 100
Fig 5.17: Cross tabulation between ‘Which Company and Prefer to buy the
product’
86

INTERPRETATION
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
was found 35.7 %( 5).The percentage of respondents toward prefer to buy the water
87

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
D: Philips Among the total 10 Philis users
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
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
88

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
89

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)
90

CONCLUSION
I had conducted the market survey in the town of Hyderabad & Secundrabad in Andhra Pradesh.
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 Hyderabad and Secundrabad 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
monopoly in the markets of Hyderabad. Now a day, HUL is competing with Eureka Forbes.
I have 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.
91

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 product.
 Should focus more on brand awareness.
 Technological & other aspects should be re considered and re-christened
92

BIBLIOGRAPHY
www.businessknowhow.com
www.articlesnatch.com
www.vmmg.net
www.indiastat.com
www.business.com
www.bizgroethlive.com
www.1888articles.com
www.MastersofSuccess.biz
www.EzineArticles.com
www.getclientsnow.com
93

QUESTIONNAIRE
OBJECTIVE: To do a in-depth survey of water purifiers available in the market and to arm
you with the information with which you can select the best water purifier device suitable for
your home.
1. Do you use any kind of water purifier at home?
□Yes □ No
2. If yes, which company water purifier u have ?
□ Eureka Forbes □ Kent water purifier
□ Hul □ Philips
□ Whirlpool □Any other
3. Does your water purifier consume electricity?
□ yes □ No
4. Before buying any kind of water purifier do you want to see the demonstration or know the
details ?
□ Yes □ No
5. Does the water after purification taste good, is odourless, and looks clear?
□ Yes □ No □ Don’t know
6. What price do you think is appropriate for a water purifier?
□ Rs 2000 – Rs 5000 □ Rs 5000 – Rs 10000 □ Rs 10000-15000 □Rs More than 15000
7. Is your water purifier backed by dependable after sales service?
□ Yes □ No
8. Does your water purifier comes with warranty if yes how much?
□ Six month □ One Year □ Two Year □ More than above
9. Have you recently come across any kind of marketing activities for purifiers?
□ Road shows □ Visual Merchandising □Others
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10. Where do you prefer to buy a water purifier from?
□ Retail Outlets □ Franchisee dealers □ Demo at your doorstep
11. While buying any water purifier what comes to your mind first?
□ Price □ Health & Safety □ Both
Name :
Age :
Sex:M/F
Address:
Occupation: -
Contact No:-
For other information, go to http://www.dasranjan.blogspot.com/
U will find more number of slides, imeages, ppts & more things….
Thank you
95

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

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