Pureit Competitor’s Analysis Bangalore

HINDUSTAN UNILIVER

Pureit Competitor’s Analysis

International Academy of Management &Entrepreneurship (2010-2011)

2

A Project Report

On

Pureit Competitor’s Analysis

Submitted By

Ammar Juzar

Ankur Dudey

Ashish Gupta

Manish Singh

Manjri Varu

Prateek Shrivastava

Shrikant Kumar

Shoubhik Sen

Sumit Thakur

Mahendra Kumar Patel

International Academy of Management &Entrepreneurship

(2010-2011)

3

Certificate

It is certified that this Project report “HUL as a Company Product

Competitiveness and market share Analysis” is the bonafide work

of Ammar Juzar, Ankur Dudey, Ashish Gupta, Mahendra Kumar

Patel, Manish Singh, Manjri Varu, Prateek Shrivastava, Shrikant

Kumar, Shoubhik Sen and Sumit Thakur who carried out the project

work under my supervision. This is done as a part of summer

intership.

Mr. Noorul Alam

Area Sale Manager

(HUL Pureit)

4

Certificate

It is certified that this Project report “HUL as a Company Product

Competitiveness and market share Analysis” is the bonafide work

of Ammar Juzar, Ankur Dudey, Ashish Gupta, Mahendra Kumar

Patel, Manish Singh, Manjri Varu, Prateek Shrivastava, Shrikant

Kumar, Shoubhik Sen and Sumit Thakur who carried out the project

work under my supervision. This is done as a part of summer

internship and in partial fulfilment of the requirement of Post

Graduate Program in Management.

Mrs Sudeepta Banerjee

Career Mentor

(IAME)

5

Acknowledgement

“Completing a task is never a one man effort. It offers the result of

valuable contribution of a number of individuals in a direct and

indirect manner that helps in spanning and achieving an objective.”

We the Summer Interns ascribe our success in the venture to Mr.

Noorul Alam whose endeavour fortnight and dynamism contributed

in a big way completing this project with in stipulated time. We are

deeply indebted to our Project-in-charge Mr. Vikram Veer for his

valuable guidance.

We are also thankful to our team leader Mr. Raj Mohamed and

the entire esteemed Staff member for their regular guidance and

help.

We wish to express our profound thanks to Mrs. Sudeepta

Banerjee for providing us a chance to work with such an esteemed

organization. It has held us learning a lot of things.

Ammar Juzar

Ankur Dudey

Ashish Gupta

Manish Singh

Manjri Varu

Prateek Shrivastava

Shrikant Kumar

Shoubhik Sen

Sumit Thakur

Mahendra Kumar Patel

6

Table of Content

CONTENT PAGE NO.

Objective of Project 07 Introduction of HUL 08 Introduction of Pureit 09 Pureit- Product 10 HSR Layout Overview 11 Area Covered 12 Companies Visited 13 Area Analysis 14 Pureit Competitors 15 Competitors Purification Methods 16 Competitor Analysis 19 Customer Feedback 23 CDS Report 25 Key Learning 27 Suggestion 29 Conclusion 30 Bibliography 31

7

Objective of Project

We the summer interns have undertaken the project to

understand the corporate behaviour, consumer behaviour and

market behaviour. We have worked in HSR Layout Division of HUL-

Pureit. While working there we went to various places as Sales-

Executives which had helped us in understanding the corporate

behaviour, consumer behaviour and market behaviour.

This project enables us to apply the theoretical knowledge

practically thereby helping us in learning basic marketing and selling

skills.

This project has helped us in understanding the product profile

of the competitors of the Pureit thereby helping us in understanding

the corporate competitiveness behaviour.

8

Introduction of HUL

“Adding Vitality to Life”

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 food & beverages. HUL is also one of the country's

largest exporters; it has been recognised as a Golden Super Star

Trading House by the Government of India.

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”.

HUL is the market leader in Indian consumer products with

presence in over 20 consumer categories such as soaps, tea,

detergents and shampoos amongst others with over 700 million

Indian consumers using its products. It has over 35 brands. Sixteen

of HUL’s brands featured in the ACNielsen Brand Equity list of 100

Most Trusted Brands Annual Survey (2008).

9

Introduction of Pureit

“As Safe As Boil Water”

Pureit is a water purifier made by Hindustan Unilever. It is sold

in India. Pureit is claimed to meet the E.P.A. germ kill criteria but it

has not been substantiated whether actual EPA Guide Protocol has

been used. There are doubts whether Pureit actually meets the germ

kill criteria under the actual EPA Guide Protocol. Moreover, during a

legal battle in Mumbai High Court in 2009, some evidence was

presented that the chlorine tablet used in Pureit is not approved by

EPA (under EPA Registration requirements for chemical disinfectants

under United States FIFRA laws) for in-home water purifiers, and

therefore, the use of 'EPA' in Pureit's marketing literature was argued

to be misleading. EPA registration requires proving that the chemical

poses no risks to public, animal or aquatic life in the proposed end-

use format, such as an in-home water purifier like Pureit. No further

information is available as the case was settled out of court.

Pureit was initially launched by Hindustan Unilever Ltd. in the

southern Indian city of Chennai in 2005. The brand was rolled out

across India in phases, with full national presence having been

established in the first half of 2008.

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Pureit-Products

“As Safe As Boil Water”

HUL has launched 4 models of Pureit till now.

Pureit Compact

Rs. 1000/-

Pureit Classic

Rs.2000/-

Pureit Autofil

Rs. 3200/-

Pureit Marvella

Rs. 6900

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HSR Layout overview

HSR Team

B.D.E

Mr. Amreek Singh

Territory Sales Officer

Mr. Umashanker

Zonal Sales Officer

Mr. Vikram Veer

Team Leader

Mr. Raj Mohammad

Accountants

Ms. Manu Kumari

Ms. Anusha

Pureit Water Executive

Prashant

Jagdish

Dwarkesh

Prakash

Baswaraj

Illyas

Summer Internes

Ammar Juzar

Ankur Dudey

Ashish Gupta

Manish Singh

Manjri Varu

Prateek Shrivastava

Shrikant Kumar

Shoubhik Sen

Sumit Thakur

Note – Mahendra Kumar

Patel worked as summer

Intern in DOMLUR SWZ. He

has also contributed

towards this project.

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Area Covered

Electronic City

Venktapura

Kormangala

HSR layout

Bommanahalli

Audugodi

EjiPura

Singasendra

Venketeshawara

Nagnathpura

Madiwala

Belandur / Sarjapur Road

Maggamanpalya

Apart from covering the above area we have also visited some

companies.

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Companies Visited

Company Name

Contact Person

Phone No. Area

Siemens Receptionist 080-25114007 Electronic

City

Bosch Seenappa 080-41912330 Electronic

City

HP Gangadhar 080-28528892 Electronic

City

Velankani

Group Kavita 080-66145809 Electronic

City

Elecotec Receptionist 080-25017000 Electronic

City

IBM Receptionist 080-25358020 Electronic

City

Ksheer

Technology

Receptionist 080-26581205 Electronic

City

India Imagine

technology

Receptionist 9900779997 Electronic

City

Wipro Receptionist 080-28440011 Electronic

City

Dell Receptionist 080-28077000 Electronic

City

Exasense

Labs ltd

Receptionist 080-41102911 Electronic

City

Syscon

Instruments

Pvt ltd

Receptionist 080-28520772/73/74 Electronic

City

Genpact

Global

Receptionist 8041198999 Electronic

City

Interplex

Electronics

Receptionist 080-66445329/30 Electronic

City

GE Fanuc

Systems pvt

ltd

Receptionist 080-41314602/00/01/03 Electronic

City

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Area Analysis

Area Water Source Purification method

Living Standard

Electronic City 1. Canned water

2. Borewell

Boiling as well as

Water Purifier

Middle class

Venktapura 1. Kaveri Water Nothing Lower Middle

class and Middle

class

Kormangala 1. Bore well

2. Kaveri Water

Water Purifier Middle class and

Upper Middle

class

HSR layout 1. Bore well Water Purifier Upper Middle

class

Bommanahalli 1. Kaveri Water.

2. Can Water

Nothing Lower Middle

class and Middle

class

Audugodi 1. Kaveri Water Water Purifier Upper Middle

class

EjiPura 1. Bore well.

Nothing Lower Middle

class and Middle

class

Singasendra 1. Canned water

2. Bore well

Boiling as well as

Steel Filter

Middle Class

Venketeshawara 1. Canned water

2. Bore well

Pre-fitted Water

Purifier

Upper Middle

class

Nagnathpura 1. Canned water

2. Bore well

Boiling as well as

Steel Filter

Middle Class

Madiwala 1. Kaveri Water Boiling as well as

candle filter

Lower Middle

class and Middle

class

Belandur 1. Bore well Water Purifier Middle class and

Upper Middle

class

Maggamanpalya 1. Bore well Boiling Middle Class

15

Pureit Competitors

Company Product Purification stages

Capacity Price

Whirlpool Purafresh Elite 6 8.5 litres 16750

Whirlpool Purafresh

Deluxe

6 6.5 litres 15950

Whirlpool Purafresh

Platinum

5 -- 23950

Eureka Forbes Aquaguard

Total (RO)

6 9.0 litres 13500

Eureka Forbes Spring fresh

(RO)

6 8.0 litres 14000

Eureka Forbes Aqua Sure 4 13 litres 1800


Classic

3 -- 7190


Ultra

4 8.0 litres 7350


Integra 7

Multi-stage 8.0 litres 19900

Usha Brita Waterguard SF

620 T

3 -- 2299

Usha Brita Waterguard -

Digital

4 -- 9099

Kent Excell 5 7.0 litres 15950

Kent Elite 1 4 -- 27000

Kent Wonder 4 5.0 litres 14500

Zero B Zero B

Pureline 2L

3 -- 4750

Zero B Zero B

Pureline 4L

3 -- 7800

Zero B The Ultimate

Upgrade

7 11 litres 16990

Philips WP 3890 3 -- 7495

Philips WP 3891 3 -- 8995

Philips WP 3892 3 -- 9495

Kenstar WP - 117 3 -- 3200

Kenstar Le Pure 3 -- 5590

Tata Tata Swach 4 19 litres 1000

16

Competitor’s Purification Method

Company Product Purification Stages

Stages Name

Whirlpool Purafresh Elite 6 1. Pre Filter,

2. Neo Sense Filter

3. Plus Sediment Filter,

4. Pre Carbon Filter,

5. R.O. Membrane Filter

6. Post Carbon Filter

Whirlpool Purafresh

Deluxe

6 1. Pre Filter,

2. Neo Sense Filter

3. Plus Sediment Filter,




Whirlpool Purafresh

Platinum

5 1. Pre Filter,

2. Neo Sense Filter




Eureka

Forbes

Aqua guard

Total (RO)

6 1. Particle filter

2. Clarity Cartridge

3. Pre- taste enhancer

Cartridge

4. RO Membrane Cartridge

5. Post- taste enhancer

Cartridge

6. Nano Silver Medium

Eureka

Forbes

Spring fresh

(RO)

6 1. Pre filter

2. Sediment filter

3. Pre RO

4. Carbon cartridge

5. Reverse osmosis

6. Post RO carbon cartridge

Eureka

Forbes

Aqua Sure 4 1. Pre- filter purification

2. Activated carbon

purification

3. Active disinfectant

4. Special carbon block

Eureka

Forbes

Aquaguard

Classic

3 1. Pre- filter purification

2. Silver-impregnated

17

activated carbon

purification

3. Ultra-violet purification

Eureka

Forbes

Aquaguard Ultra 4 1. Pre- filter purification

2. Activated carbon

purification

3. Sediment filter

4. Ultra filtration cartridge

Eureka

Forbes

Aquaguard

Integra 7

Multi-stage 1. Reverse osmosis

2. Ultra filtration

3. Aqua energiser

4. Magnetising chamber

5. Iron remover

6. Arsenic remover

Usha Brita Waterguard SF

620 T

3 1. Pre filter purification

2. Silver impregnated

activated carbon

purification

3. Health and taste cartridge

purification

Usha Brita Waterguard -

Digital


2. Candle filter purification


activated carbon

purification

4. Ultra violet purification

Kent Excell 5 1. Sediment purification

2. Pre carbon filter

3. Carbon block

4. Reverse osmosis technology

purification

5. Post carbon purification

Kent Elite 1 4 1. Sediment purification


3. Ultra violate purification


purification

Kent Wonder 4 1. Sediment purification


3. Carbon purification


purification

18

Zero B Zero B Pureline

2L


2. Post carbon cartridge

purification

3. Polyiodinated resin

purification

Zero B Zero B Pureline

4L


2. Resine carbon cartridge

purification

3. Polyiodinated resin

purification

Zero B The Ultimate

Upgrade

7 1. Pre filtration

2. Sediment filtration5 micron


4. Activated carbon

purification

5. Reverse osmosis membrane

purification

6. Post RO backup purification


Philips WP 3890 3 1. Pre filter purification

2. Activated carbon

purification

3. Ultra violt purification


2. Activated carbon

purification

3. Ultra violt purification


2. Activated carbon

purification


Kenstar WP - 117 3 1. Pre filter purification


activated carbon

purification


Kenstar Le Pure 3 1. Pre filter purification


activated carbon

purification


19

Competitor Analysis

Area Competitor Analysis Electronic City Aqua Sure Cost and Company Brand

Venktapura Nothing Awareness problem about

Pureit

Kormangala Aqua Guard Pre-fitted Aqua-Guard.

HSR layout Kent-RO & Aqua Guard Hard water and Pureit can’t

work.

Bommanahalli Nothing Awareness problem

Audugodi Eureka as well as Kent Branding.

EjiPura Nothing and somewhat

TATA Swach

Price and Bore-well water

Singasendra Canned Water Awareness problem.

Venketeshawara Canned Water as well as

bore-well water

Branding problem and Pre-

fitted purifier.

Nagnathpura Canned Water and Kent Hard Water

Madiwala Eureka Forbes Awareness problem about

Pureit

Belandur Nothing Hard water and awareness

Maggamanpalya Nothing Borewell water

Continued…..

20

Continued…..

Electronic City:-

There are many companies in Electronic City. Some of which

we have visited and some others are left. They can be targeted to

increase the sales. Some company like Velankani Group have agreed

but due to the unavailability of HR manager the work is pending. It is

the good prospect for sales in future.

Venktapura:-

It is one of the most prospective area for sales. The main

problem in this area is the awareness of the product. Regular visit to

this place will help in increase the sales of the product.

Kormangala:

The only prospective area in Kormangala is the police colony.

It has been almost covered. The rest is the small and big apartments

and independent houses which can buy Pureit. But it is very hard to

convince them.

HSR layout:-

The main problem of this area is the Hard Water. This is

because of this that Pureit is not huge success. The area is

completely dominated by Aqua-Guard and Kent-RO. Hence

problems will be there while selling the Pureit there.

21

Bommanahalli:-

It is also a good prospective place. The people mostly use can

water and they can be convinced to buy the product. Doing regularly

kiosk and cold call in this area can increase the sales.

Audugodi:

This area mainly consists of the people belonging to upper

middle class. Though there are some houses also which can be

targeted to sell the product. But the main problem in this area is the

reluctance of people to think about some other brand rather than

the most known one.

EjiPura:-

This area basically contains bore-well water but the people

living there are using Pureit. So we can convince more people there

by doing regular cold calls. The main thing about this area is that the

people only say that the water here is hard but not that much and

Pureit can be sold there.

Singasendra:-

It can be treated as prospective area. Though there are some

Pureit customers there but the main problem there is the awareness

problem. The people there can be motivated to buy the Pureit.

Venketeshawara:-

This area mainly consists of people residing in independent

bunglows and apartments. The apartments there are pre-fitted with

the Aqua-Guard. So the selling of Pureit is quite difficult in this area.

22

Nagnathpura:

It can be treated as the prospective area but the people there

are more inclined to use Compact model rather than M05 and

Autofill. But they can be encouraged and motivated to buy the

Pureit.

Madiwala:-

It is one of the most prospective areas. We have arranged some

events in this areas and it has turned to be successful. So we have

been successful in generating awareness about Pureit by doing so.

More of such programs can be held in future in order to do sales.

Belandur:-

The main problem in this area is the bore-well water. Apart

from that the mainly middle and upper middle class people resides

there who are reluctant to buy the product.

Maggamanpalya:-

The main problem in this area is also bore-well water. But

Pureit can be used in this area. By contacting the people we came to

know that they are not fully aware about the product. So by doing

regular kiosk and cold-calls in this areas the sales can be increased.

23

Customer Feedback

Consumers are the backbone of every business. The success of

any business lies in the satisfaction of its consumer. Hence the

customer feedback is very important for any organization for its

continuous betterment. It also helps in understanding the consumer

mind set.

The main customer reaction which we got for Pureit while

doing kiosk and cold calls are as follows:

Pureit owner

Pureit give value for money.

Some customer gives positive word of mouth they said that

they will promote the product to their near and dear once.

The product is excellent but the customer service is very poor.

The main consumers who had already bought a Pureit had got

complaint about its service mainly the change of Germ Kill Kit

(GKK).

The consumers give the order but they didn’t get any

response from company.

The Problem cannot be resolve even after Customer complain

given through Helpline number.

Water Leakage Problem in M05.

Some people said that after selling of the product they are not

contacted in future time about the working of the product.

24

Non Pureit Owner

The consumers are not aware about Pureit.

Price is High compare to other water purifier (Tata Swach, Aqua

Sure)

Reluctance of the people to change their mind rather brand

(especially in upper middle class people living areas).

Problem in follow-ups i.e. the people who had already bought

a Pureit are not suggesting the product to their mates or

neighbours.

Negative feedback given by the people who own Pureit

restricts the non- Pureit owner to buy the product.

25

CDS (Call-Demo-Sales) Ammar Juzar

Contact Lead Demo Sales

220 83 5 2

Ankur Dubey


187 72 5 2

Ashish Gupta


208 61 5 1

Manish Singh


157 54 5 1

Manjri Varu


200 59 5 1

26

Prateek Shrivastava


245 59 5 1

Shrikant Kumar


211 65 5 1

Shoubhik Sen


216 71 5 2

Sumit Thakur


226 60 5 1

27

Key Learning

• Importance of Pure water: - Pure water is very important. For

being healthy especially in Bangalore where we have so many

sources of water and the time of rainy reason. The prime

objective of HUL coming out with Pureit is to provide consumer

with pure water and people get rid of water borne diseases.

• Patience: - Selling is an art and patience is the most important

virtue a sales man should have. The training provided by HUL

helped us to be patience even when consumers are rude to you

or when they don’t entertain you.

• Adaptability: - Selling is something we are doing for the first

time especially DTH and KIOSK. Initially it was a bit difficult to

adapt but later on we adapted to it.

• Consumer Behavior: - Theoretically we have learned about

consumer behaviour but in reality the picture is different.

Consumer behaviour was different at different places in

Bangalore.

• Consumer Buying Behavior and Pattern: - We have seen that

consumer buying behaviour varies from upper class to lower

class. Upper class goes with the brand whereas lower class is

very apprehensive about cost and to some extent quality.

28

• Competitor’s analysis: - Pureit has various competitor we

analysis the competitor strength and weakness that was help

us lot to sell our product.

• Types of Consumers:-

– Irate Consumer

– Consumer with Technical Knowledge

– Consumer with no awareness

• Building and managing consumer relations: - From the

marketing point of view consumer relation is very important. In

future these consumers do the word of mouth advertisement

of our product.

• Conversion (from Business point of view): - we also

understand the importance of conversion from business point

of view. A part from spreading awareness about the product

the sale of Pureit is also important. Convincing the people to

buy Pureit also important.

29

Suggestion

There are some suggestions which we want to put forward

The sales-executives should not concentrate only on the sales

rather they have to concentrate on the consumer (i.e.

Consumer Resource Management).

The service provided by the company has to be improved

(mainly the Germ Kill Kit).

Apart from concentrating on colonies, companies have to be

targeted in order to increase the sales.

Some public places like gardens can be targeted in order to

increase the awareness and sales of the product.

Also in some days in week some religious places like mosques,

temples and Gurudwaras can be visited in order to promote

the product.

Provision of instalments and discounts in order promote the

product and increase the sales.

30

Conclusion

While working with Pureit for 45 days, has helped us in learning

a lot of things. It taught us that for doing any business patience is

the very important. Especially in case of sales it is very important. We

have also experienced the people behaviour in different situations

and their different expectations from the same product.

While working there we also got chance to deal with the

corporates and their way of dealing the proposals which will surely

help us in future. We also got chance to implement some new ideas

which we have studied in our class-rooms.

Hence while working on ground level we have learnt many

things which will surely be helpful to us in coming future.

31

Bibliography

Websites Referred:

Wikipedia:

http://en.wikipedia.org/wiki/Hindustan_Unilever

http://en.wikipedia.org/wiki/Pureit

Official website-

http://www.pureitwater.com/

Purifier Information-

http://compareindia.in.com/products/water-purifiers/

Books referred:

Kotler, Philip., Kelly. Koshy & Jha., “Marketing Management”,

13th Edition. New Delhi: Dorling Kindersley, 2009

http://en.wikipedia.org/wiki/Hindustan_Unilever

http://en.wikipedia.org/wiki/Pureit

http://www.pureitwater.com/

http://compareindia.in.com/products/water-purifiers/

Documents

Pureit Competitor’s Analysis Bangalore