IAMR, Ghaziabad

ANALYSIS OF HUL ON 4P’S OF MARKETING AND ITS

CONSUMER BEHAVIOUR

A PROJECT REPORT

SUBMITTED BY

ASHISH KUMAR SAINI

PGDM III. Sem

in partial fulfillment for the award

of

POST GRADUATE DIPLOMA IN MANAGEMENT

Under the guidance of Under the supervision of

Miss. Subodh Chaudhary Mr. Shahnawaz Alam (Faculty of HR) (BDO,HUL)

INSTITUTE OF ADVANCED MANAGEMENT AND RESEARCH

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CERTIFICATE OF COMPLETION

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BONAFIDE CERTIFIACATE

Certified that this project report “ANALYSIS OF HUL ON 4P’S OF MARKETING AND ITS

CONSUMER BEHAVIOUR” is the bona-fide work of “ASHISH KUMAR SAINI” who carried out the

project work under my supervision.

……………………………… …………………………………

Dr. Kriti Priya Gupta Miss. Subodh Choudhary

(ACADEMIC CO-ORDINATOR PGDM) (SUPERVISOR)

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DECLARATION

I, Ashish Kumar Saini, hereby declare that the project work entitled “ANALYSIS OF PUREIT ON 4

P’S OF MARKETING AND CONSEMER BENHAVIOUR” is an authenticated work carried out by me

at HINDUSTAN UNILIVER LIMITED under the guidance of Miss. Subodh Choudhary for the

partial fulfillment of the award of the Diploma of PGDM and this work has not been submitted for

similar purpose anywhere else except to IAMR, Ghaziabad, approved by AICTE.

Date:

Place: (ASHISH KUMAR SAINI)

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ACKNOWLEDGEMENT

I take this opportunity to express my gratitude to the Management of HUL at Jaipur for providing

me the opportunity to get an exposure of their esteemed unit.

I am sincerely thankful to the HR department for coordinating my training and explicitly express

my thanks to Mr. Shahnawaz Alam for their continued help and guidance during my stay there.

Last but not the least, I express my deep gratitude to my mentor Miss. Subodh Choudhary for

sending me to a large integrated water division of Pureit of HUL and giving me a chance to acquire

experience of my lifetime.

I also express my thanks to parents and all family members and friends who directly or indirectly

provided me their moral support.

(Ashish Kumar Saini)

PGDM III Sem

IAMR Ghaziabad

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EXECUTIVE SUMMARY

Hindustan Unilever Limited is the Indian arm of the Anglo-Dutch Company –Unilever. Both

Unilever and HUL have established themselves well in the Fast Moving Consumer Goods

(FMCG) category. In India, the company offers many households brands like, Dove, Lifebuoy,

Lipton, Lux, Pepsodent, Ponds, Rexona, Sunsilk, Surf, Vaseline etc. Some of its efforts were

also rewarded when four of HUL brands found place in the ‘Top 10 brands’ list for the year 2008

published in The Economic Times.

Unilever was a result of the merger between the Dutch margarine company, Margarine Unie,

and the British soap-maker, Lever Brothers, way back in 1930. For 70 years, Unilever was the

undisputed market leader but now faces tough competition from Proctor & Gamble and Colgate-

Palmolive.

HUL is also known for its strong distribution network in India. In order to further strengthen its

distribution, HUL launched a Project SAFE WATER ZONE in 2003 in Chennai. The idea behind

this project was to protect lives to water borne disease such as typhoid, jaundice and diarrhea.

In 2007 water division started national. Now it presents in all states and already protected 15

million lives.

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TABLE OF CONTENTS

CHAPTER NO. TITLE PAGE NO.

CERTIFICATE OF COMPLETION II

Bonafide certificate III

STUDENT DECLARATION IV

ACKNOWLEDGMENT V

Executive Summary VI

Table of contents VII-VIII

List of figures IX

Key words IX

1. Company Profile 1- 2

1.1Introduction 31.2 History 41.3 Doing well by doing good 5 1.4 Product line 6-141.5 Corporate social responsibility 151.6 SWOT analysis of HUL 16-17 1.7 A clear direction 18

1.7.1 Purpose 181.7.1 Mission & Vision 18

2. Introduction to project topic 19-202.1 Water Purifier- Pureit 21-222.2 Some basic facts on water problem 232.3 Product analysis –Pureit 24-282.4 Competitors 292.5 How Pureit is better than other water purifier 30

3. 4 P’S of Marketing Strategies 31-35

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4. Scope and objective of the study 364.1 Scope of the study 374.2 Objective of the study 38

5. Research Methodology 395.1 Research design 395.2 Sampling plan 405.3 Assumption of the study 405.4 Data collection 41-42

5.4.1 Primary data 415.4.2 Secondary Data 41

6. SWOT Analysis 43-446.1 Data analysis and Interpretation 45-57

Findings and Recommendations 58Limitations 59 Conclusion 60Annexure 61-64Bibliography 65

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LIST OF FIGURES

Clustered column chart

3-D clustered column

Clustered cylinder chart

3-D Clustered cylinder chart

Pie chart

Exploded pie chart

KEY WORDS

Hul : Hindustan Uniliver Limited

FMCG : Fast moving consumer goods

BDO : Business Development Officer

FY : Financial Year

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COMPANY PROFILE

&

INTRODUCTION

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Company Profile

Introduction to HUL

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Type : Public company BSE:HUL

Industry: Fast Moving Consumer Goods (FMCG)

Founded : 1933

Headquarter: Mumbai , India

Key people: Harish Manwani (Chairman),

: Nitin Paranjpe (CEO and Managing Director)

Products : Home & Personal Care, Foods, Water Purifier

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

2009)

Employees : Over 65,000 direct & indirect employees

Parent: Unilever Plc

Website : w ww.HUL.co.in

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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 company’s Turnover is Rs. 20, 239 crores (for the 15 month period – January 1, 2008 to

March 31, 2010).

HUL is a subsidiary of Unilever, one of the world’s 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 Asia-Pacific 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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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 World’s

Most Reputed companies in 2007

Heritage

HUL’s 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. HUL’s 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.

Doing Well by Doing Good

HUL believes that an organization’s 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

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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.

HUL’s 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 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 120 million people in approximately 50, 676

villages across India.

If Hindustan Unilever straddles the Indian corporate world, it is because of being single-minded

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.

Brands for life (Product Line)

Hindustan Unilever Limited has been the pioneer in the field of Food brand, Home care brands,

personal care brands, water purification systems, Nutrition, Health, Hygiene & beauty products

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The following are the basic products of Hindustan Unilever Ltd., which has always promised to

provide safe and healthy living.

Food Brands.

Home Care Brands.

Personal Care Brands.

Water Purification System.

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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Brooke Bond 3 Roses

Playful banter, a little mischief, serious conversation… there’s 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

India’s favorite cup of tea, the great taste of Red Label brings people closer

together and strengthens relationships.

The brew that bonds.

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.

Taj - Mahal

Brooke Bond Taj Mahal is an exclusive selection of teas for the discerning

consumer.

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A taste for the finer things in life. Taj Mahal is not just a cup of tea, it is a sensory

experience

Bru

Ek cup Bru aur mood ban jae…

Some moments in life are special and close to the heart. Bru makes these

moments with loved ones even more magical…Its India’s largest coffee brand that offers a

range of products in Instant coffee, Conventional coffee and premixes....Its rich aroma and

unique blend makes every moment come alive…

Knorr.

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

Kwality Wall’s

A good honest scoop of daily pleasure.

. Kwality Wall’s, 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, Swirl’s.

Home care brands

HUL has a diverse portfolio of brands offering home care solutions for millions of consumers

across India.

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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.

Cif

Cif- the best cleaner to let you shine.

Cif- The World’s leading cream cleaner which gives you the power to

deal with the toughest dirt is now in India.

Comfort

The world’s largest fabric conditioner brand.

For most homemakers, ensuring their family's well-being is of utmost

importance. Every task, whether it’s 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.

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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 

there’s  one  detergent  brand that’s committed to colour care, it’s Sunlight

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.

Personal care brands

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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 promise

Aviance 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..

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

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New Clear. Zero dandruff, Just fabulous hair

Clinic Plus

Clinic Plus is India’s largest selling shampoo and has won the trust the

millions of families across India.

Clinic Plus understands that healthy hair is an important asset which helps your family

progress in life and empowers you.

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 World’s No.1 Fairness cream.

Hamam

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

beautiful skin

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Hamam brings alive the wisdom behind time-less skincare rituals in convenient and

contemporary formats

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 woman’s 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.

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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.

Pond’s

Get the expert to look after your skin

Pond’s, has been listening to women’s needs and desires for 150 years and

this has enabled us to deliver new products customised to their needs. Pond’s accompanies

them on their journey to enhance the beauty of their skin.

Rexona

Rexona gives you 24 hr protection from sweat and body odour and therefore

the confidence to handle whatever the day has in store.

Corporate Social Responsibility

HUL’s 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

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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

Household’s across India.

- Exceeded the target of reducing CO2emissions from manufacturing operations by

25% on a base of 2004

- Twenty Eight of our manufacturing sites are zero water discharge sites.

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SWOT Analysis

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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. HUL has been continuously able to grow at a rate more than

growth rate for FMCG Sector, thereby reaffirming its future stronghold in Indian market.

Weaknesses

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. It was not left with any other option but to try cutting down

the costs in order to protect volumes, if not increase it.

Opportunities

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

Threats

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 FY’05. 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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A clear direction

The four pillars of our vision set out the long term direction for the company – where we want to

go and how we are going to get there:

We work to create a better future every day

We help people feel good, look good and get more out of life with brands and services

that are good for them and good for others.

We will inspire people to take small everyday actions that can add up to a big difference

for the world.

We will develop new ways of doing business that will allow us to double the size of our

company while reducing our environmental impact.

We've always believed in the power of our brands to improve the quality of people’s lives and in

doing the right thing. As our business grows, so do our responsibilities. We recognize that global

challenges such as climate change concern us all. Considering the wider impact of our actions is

embedded in our values and is a fundamental part of who we are.

Purpose & Principles

Our corporate purpose states that to succeed requires "the highest standards of corporate

behavior towards everyone we work with, the communities we touch, and the environment on

which we have an impact."

Mission

Unilever's mission is to add Vitality to life.

Vision

We're constantly developing our brands and products to keep pace with the changes in consumers’ lives

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INTRODUCTION TO PROJECT TOPIC

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INTRODUCTION TO PROJECT TOPIC

India with a population of 120 crores is potentially one of the largest consumer markets in the

world. With urbanization and development of economy tested and interests of people changes

according as the advanced nation.

Marketing of any product depends upon the consumer’s wants, preferences, and taste. In market

we’ll consider things very carefully because FMCG is the essential consumer need purchased by

individual to fulfill the need and for refreshment also.

There’re many ways to consumer awareness & sell water purifier products in the market like

dealers distribution, kiosk (canopy), d2d, cold call(referral, database..) etc.

Applying various tools and techniques every water purifier company like HUL, EURKA

FORBES, TATA, KENT etc. try to capture the market. .

To increase the sales of water purifier products initially, the position of the company in the

market is to offer various range of products. Potentiality of given products of the company strike

rate of the company products and finally the current market share of the company products in the

same product profile segment of the market must be known to us. So that we can design and

implement the right marketing strategy for increase sales and consumer awareness as well as

know the water drinking Habits in Jaipur City.

In making a market survey of “Access water purifiers on 4P’s of Marketing”, I along with

help my team members meet about 100 peoples. In the area which provided by my company

guide to me, we tried to find out the success of marketing strategy like: sales of our products,

brand and product awareness among the people.

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Water Purifier -Pure it

Pureit is the world’s most advanced in-home water purifier. Pureit, a breakthrough offering of

Hindustan Unilever (HUL), provides complete protection from all water-borne diseases,

unmatched convenience and affordability.

Pureit’s unique Germ kill Battery technology kills all harmful viruses and bacteria and removes

parasites and pesticide impurities, giving you water that is "as safe as boiled water". It assures

your family 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.

Pureit not only renders water micro-biologically safe, but also makes the water clear, odourless

and good-tasting. Pureit does not leave any residual chlorine in the output water.

The output water from Pureit meets stringent criteria for microbiologically safe drinking

water, from one of the toughest regulatory agencies in the USA, EPA (Environmental

Protection Agency).

The performance of Pureit has also been tested by leading scientific and medical institutions in

India and abroad.

This patented technological breakthrough has been developed by HUL. This state-of –the-art

engineering developed by a team of over 100 Indian and international experts from HUL and

Unilever Research Centers has made Pureit possible at the consumer price of just Rs. 2000.

Pureit runs with a unique ‘Germ kill Battery Kit’™ that typically lasts for 1500 liters* of water.

The ‘Germ kill Battery Kit’ is priced at Rs.365. This means consumers will get 4 litres of water

that is ‘as safe as boiled water’ ™ for just one rupee, which works out to an extremely affordable

24 paise per litre.

Pureit in-home purification system uses a 4 stage purification process to deliver “as safe as

boiled water” without the use of electricity and pressurized tap water.

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Pureit purifies the input drinking water in four stages, namely;

1. Micro-fiber Mesh - Removes visible dirt

2. Compact Carbon Trap - Removes remaining dirt, harmful parasites & pesticide impurities

3. Germ kill Processor TM – uses 'programmed chlorine release chlorine technology'  and its

stored germ kill process targets and kills harmful virus and bacteria

4. Polisher TM – removes residual chlorine and all disinfectant by-products, giving clear

odourless and great tasting water

5. 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 world’s 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.

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Product analysis (Pureit)

Pureit- a water purifier designed and developed to provide “as safe as Boiled

water”

Performance

Pureit removes visible dirt, kills all viruses and bacteria, removes parasites and pesticide

impurities giving you water that is ‘as safes as boiled water’

Additional Features:

Great sensorial – Clear, odour -free water : removes organics, pesticides, suspended

matter (turbidity)

Any time , any where performance : works

- Without electricity

- Without piped water

Convenience – No hassles of boiling, No maintenance costs like plumbing

Cost – Rs. 1/- for every 4 Liters of water

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 I n 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

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← Frame

← Non woven (polyester cloth filter)

MICRO FIBRE MASH

Material – Non woven polyester

Removes suspended particulate > 10 micron

Reduces filtration load on CCT

Average flow rate of 5 lit/min

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

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GERM KILL PROCESSOR

Attached with batching chamber.

Stored germ-kill power target and kill 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.

POLISHER

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Made by activated granular carbon and coated by silver.

This design has reduced pressure drop, eliminating the level of fines coming in the water

and reduced wastage of plastics in battery

Removes chlorine and disinfection by-products.

Radial flow design – low pressure drop.

Finally removes all odour, makes water visually clear & gives great tasting water

Performance testing

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Leading scientific institutions

o Central Food Technology Research Institute.

o National Institute of Cholera and Enteric Diseases

o Indian Public Health Association

o Institution of Public Health Engineers

Leading Medical Institutions

o King Institute of Preventive Medicine

o Sundaram Medical Foundation

o Apollo Hospitals

o SRL Ranbaxy Clinical Reference Laboratories

Leading International Institutions

o London School of Hygiene and Medicine UK

o Scottish Parasite Diagnostic Laboratory, Glasgow, UK

COMPETITOR

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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 Jaipur.

Hindustan Unilever Ltd.

Eureka Forbes Ltd.

Kent

Philips

How a Pureit is better than other method of water purifier:-

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Main Feature Pureit Boil water Advance

UV inline

Purifier

Advance

Storage

Purifier

Remove/Kills

Viruses

Bacteria

Pesticides

Yes Must boil

water

30-

40minute

Yes No

End off life indicator Yes No Yes No

Auto switch off Yes No Yes No

18 ltr. Water storage

Capacity

Yes Yes No Yes

Manual backup Yes Yes No Yes

Not require Gas Yes No Yes Yes

Not require electricity Yes Yes No Yes

Dual fill Facility

(Manual or Auto fill)

Yes No No No

Better Taste of water

Removes Smell

Yes No Yes No

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4 P’S of Marketing Strategies

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MARKETIG

STRATEGY

TARGET

MARKET STRATEGY

(Long Term)

MARKETIG MIX

STRATEGY

(Short- Term)

PRODUCT/

SERVICE

STRATEGY

DISTRIBUTI-ON

STRATEGY

PRICE STRATEGY

PROMOTION/MARKETING

COMMUNICA-TION

STRATEGY

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The major marketing management decision can be classified on one of following four

categories

Product

Price

Place

Promotion

These variables are known as the marketing mix or 4 P’s of marketing. They are the variables

that marketing managers can control in order to best satisfy customers in the target market.

Product: -

The product is the physical product or service offered to the costumer. In the case of physical

product, it also refers to any services or conveniences that are part of the offering. Product

decision includes aspects such as functions, appearance, packaging, service, warranty, etc.

Price: -

Pricing decision should take into account profit margins and the probable pricing response of

competitors. Pricing includes not only the list price, but also discounts, financing, and other

options such as leasing.

Place: -

Place decisions are those associated with channels of distribution that serve as the means for

getting the product to the target customers. The distribution system performs transactional,

logistical, and facilitating functions.

Promotion: -

Promotion decisions are those related to communicating and selling to potential consumers.

Since these costs can be large in proportion to the product price, a break-even analysis should be

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performed when making promotion decision. It is useful to know the value off a customer in order

to determine whether addition customers are worth the cost of acquiring them.

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PRODUCT/SERVICE STRATEGY OF WATER PURIFIER

4 variety available in the market

Easy availability nation wide

Best quality of used plastic (ABS food grade)

Best quality based technological parts used.

Designed and developed to provide “As safe as Boiled Water”

Very attractive design in two color ( Royal blue and Burgundy )

Pure it removes visible dirt, kills all harmful viruses and bacteria,

Removes parasites and pesticide impurities giving you water is “as Save as Boiled water”

Great sensorial- Clear, odour-free water: removes organics,

Pesticides, suspended matter (turbidity)

Any time, anywhere (portable) performance : works-without electricity-without piped water

Very easy to use

Convenience – No hassles of boiling, No maintenance costs like Plumbing

Cost- Rs.1 /- for every 4 Liters of water

Top most brand name ( Hindustan Unilever Ltd )

Quick service ( with In 24 hour )

Life time free service

6 month warranty period

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PRICE STRATEGY OF WATER PURIFIER

Penetration strategy

Product price range started for 1000 – 5200

Very Low cost of maintenance and consumable

Low cost for product

Best price for other than competitor

Attractive discount on replacement of device for customer

No credit terms

Attractive allowance for dealers

PROMOTION / MARKETING COMMUNICATION STRATEGY OF

WATER PURIFIER

Activated subscription immediately

Fastly installation of products

Properly repair services

Free Services during life time

Commercial TV advertisement

Advertisement in news paper

Broacher

Sales force (8000+ across country)

Marketing surveys through:-

o Kiosk

o Demonstration

o Cold call

o Reference by old customer

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PLACE / DISTRIBUTION STRATEGY OF WATER PURIFIER

Launched in Chennai : end 2003

Identify the place’s where Increase impurities than use for water

Identify the place’s where Increase disease

National launch in beginning 2007

Now present in all states

Where Direct sales possibility more (urban area’s mostly)

Easy available product (Good Transport facility )

At Jaipur 1 distributors (4 zone) and many dealers

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SCOPE AND OBJECTIVE OF THE STUDY

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SCOPE OF THE STUDY

This will help us to know the market tends demand and consumption patterns future prospectus

in term of potential growth consumer test and buying behavior for the HUL product water

purifier and other aspects related to channels and networks i.e. distribution. At the same time

some bottlenecks and loopholes in the entire process could also be taken into consideration for

their solution as well as betterments. In short following few aspects could be taken care of

through this study:-

To study distribution network of HUL.

To identify the attributes those compel the dealers to select the product..

To study about the relationship and association of the household with the company.

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

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

Popularity of company product among customers.

Customer’s opinion towards packaging.

To know about the awareness of drinking water used by various households.

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OBJECTIVE OF THE STUDY

The main objective of this project is to find, what are the steps Hindustan Unilever Ltd. is

adapting to be market leader and to differentiate itself from its competitors.

Most of the product of HUL comes in the category of convenience products. They are

frequently used and bought by the customers. There is large no. of players in the market,

who are supplying similar product to the customers.

Now, customers have become smart, they have great knowledge of market, product and

suppliers. So, they are looking for the product which is providing something extra.

HUL has a wide range of product in FMCG sector, covering almost every needs and

wants of the customers. It has products for child, young & adult, male & female, etc.

So, it has to differentiate its products taking into account the needs and demands of all the

sectors of the society.

Not, only product but it has to look upon the services and feed back from customers also.

It should do something to give after sales service and collect feed back from the

customers.

The basic objective of this project is as mentioned above to find ways so that HUL

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

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RESEARCH METHODOLOGY

It’s 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

RESEARCH DESIGN

It consists of clean statement of the research problem procedures and information processing and

analysis of data collected. It includes hypothesis also.

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.

Problem to retailers with their respective FMCG Company.

Taste and preference of retailers and consumers towards the brand.

Strategy of different players in the market.

Different schemes of different brands.

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 company’s product also studying about the parameters which

affect the competitiveness of the product.

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.

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SAMPLING PLAN

Sampling methods:- Snow ball sampling has been used for the purpose of those consumers and

prospective customers as it helped in knowing the no. of users of Pureit product and convenient

sampling methods was used for distributers in distance place as accessibility had emerged as a

problem in some cases.

Sampling unit: - It defines the target population that will sample together for carrying out the

analysis. Here it includes different areas and households.

Sampling size: - For conducting the study distribution channel system of HUL some region like

Vidhayadhar Nagar, Shastri Nagar was selected.

ASSUMPTION OF THE STUDY

Questionnaire is distributed to different households in the different areas. Respondent have

responded correctly. Information collected through various source is correct.

DATA ANALYSIS

Data become useful only affect they are properly analyzed. Data analysis involves covering’s as

series of recorded observation i.e. data into descriptive statement and inference about

relationship. This task is helpful in identified the areas where the company each improve further

collected data was analysis by the use of simple statistic tools like percentage and (univariate

analysis) result have been represented by using bar chart columns and pie chart.

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DATA COLLECTION

This was done by using:-

A. Primary data. These are the fast hand information as observation in leads to collect through

surveying as interviewing using questionnaire and schedules.

Questionnaire- it 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.

Other official sources.

RESEARCH APPROACH

The research is based initially on an exploratory research & finally followed by descriptive

research.

RESEARCH INSTRUMENTS

The research instrument used in the study was predesigned up to designed questionnaire with

closed ended multiple choice & open-ended questions.

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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.

SAMPLE SIZE

Sample size is 100 households

Type of research - Descriptive research (it includes facts findings service)

Statistical tools - Pie charts, bar diagrams etc.

Data collection - Through questionnaire

UNIVERSE

In the data of the sampling, large sample units are preferred to get the accurate outcome of the

research. I took two place as a sample for survey i.e. Vidhyadhar Nagar and Shastri Nagar in

Jaipur

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SWOT Analysis

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DATA ANALYSIS

&

INTERPRETATION

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Q1. How do you treat your water drinking water?

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 purifiers

This shows that people are more conscious about there health

Only a few portion of the households are not using any kind of water purifiers

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

Yes

No

Not aware

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

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Q3. While buying any water purifier what comes to your mind first?

o Price

o Health & Safety

o Both

Interpretation-

After a survey, I found that 75% people preference health and safety in buying water purifier.

Pureit offers an economical way of getting great tasting and 100 % safe drinking water.

People are more conscious about they health.

They mainly make use of water which is rich in minerals.

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o Pure it

o Aqua guard or Aqua sure

o Kent water purifier

o Philips

o Usha Brita

o Others

Interpretation- After 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.

Q5. Comment on the price of your water purifier?

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o Affordable

o High

o Should be Revised

Comments on Prices of water purifiers

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 there prices in order to increase its market

share

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

o Yes

o No

Interpretation - After a survey of about 100 house holds, I have found that-

62% says that boil water is safe.

38% of the people have a opinion that boil water is safe only for few hours

This shows that even after boiling water isnot safe for drinking purpose.

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

purifiers?

o Kiosk

o Demonstration

o Direct Marketing

o T V Commercial

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

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

o Yes

o No

o Exceptional

Interpretation-after a survey, I found that 52% water purifier not dependable on

company to timely service..

People are in need those companies who can provide them suggestions and can help in

solving there problems regarding the product they are using.

Q9. Criteria considered for Purchase?PGDM

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1. Brand name

2. Technology

3. Aesthetics

4. Price

Interpretation- In the survey of 100 people randomly, I found that 30 people gives

importance to price and then after they consider the Brand name.

The technology used must also be considered by the Companies in order to increase

there profits.

Q10.Where you did heard about the product?

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o TV commercial

o Newspaper print ads

o In shop branding

o Friend’s references

Interpretation: from that above graph it is clear that most portion of the households purchse

products of Companies by watching TV commercial advertisements. The Companies should be

more focused on TV commercial Advertisements.

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

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o Retail Outlets

o Franchisee dealers

o Direct Marketing

Interpretation- in the survey I found that people like to purchase water purifier by direct

marketing. In the survey I found that 45% people preferred direct marketing, 35% people

preferred Retails outlets and 20% people preferred Franchisee to purchase the water purifier.

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Q12. Problems regarding:-

Colour

Smell

Other visible impurities

Interpretation:

After the survey I found that only a few households are facing problems regarding smell. colour

and other impurities.

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FINDINGS & RECOMMENDATIONS FROM THE PROJECT

As per the survey done following were the findings and recommendations of the survey:.

o Customer service is something which company should pay more attention at.

o All models not available for display in retail outlets and also brochures should be

made available.

o Sales person at the retails counters should have proper knowledge about the product.

o Should focus more on brand awareness.

o TV advertisements can be renewed explaining the product feature and aggressive

marketing will help the company.

o Awareness of the product is less among the people. So, the company may take several

steps to create such awareness regarding its values to the customers.

o The company can adopt new strategies and policies to overcome the competition.

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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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Conclusion

Hindustan Unilever ltd. Is a leading FMCG company in India and from last three consecutive

years has shown accelerated growth in FMCG portfolio. Customers in India are also spending

more in FMCG as their standard of living is growing. HUL has placed itself successfully in the

position of market leader in FMCG products. Though there was some downfall in sales and

profit of the company in the beginning of this decade but after that HUL has shown considerable

rise in both sales and profit. The future of the company is also looking bright as FMCG market in

India is still expanding and so we can safely conclude that HUL will be able to secure its number

one position in FMCG product

HUL has also started project SHAKTI that has provided it direct reach to rural market. This may

be considered a revolutionary step since the urban market is reaching its saturation level and

there is a huge scope exploring rural market. This will also be helpful not only increasing its

market share but also fight competition

I found many Water purifiers in the market, which can be compared with Pureit. As a

conclusion I found that particularly in my provided area Pureit is really doing well and its

performance is on surprising level. During the fieldwork and after intensive study it was found

that main competitor of Parle is Aqua guard (Eureka forbs Ltd). So this is the comparison with

other water purifier brands. According to our findings, we found that Pureit is the market leader

followed by Hindustan Unilever Ltd.

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ANNEXURE

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QUESTIONNAIRE FOR PROSPECTIVE CUSTOMER

Name :……………………………………..

Address:-----------------------------------------------------------------------------------------

--------------------------------------------------------------------------------------------------

Phone No.: - ---------------------------

1. How do you treat your water drinking water?

o Do nothing

o Boiled water

o Use electrical water purifier

o Use non electrical water purifier

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

Yes

No

Not aware

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

o Pure it

o Aqua guard or Aqua sure

o Kent water purifier

o Philips

o Usha Brita

o Others

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Q4.While buying any water purifier what comes to your mind first?

o Price

o Health & Safety

o Both

o

Q5. Comment on the price of your water purifier?

o Affordable

o High

o Should be Revised

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

o Yes

o No

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

purifiers?

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

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Q9. Criteria considered for Purchase?

1. Brand name

2. Technology

3. Aesthetics

4. Price

Q10.Where you did heard about the product?

o TV commercial

o Newspaper print ads

o In shop branding

o Friend’s references

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

o Retail Outlets

o Franchisee dealers

o Direct Marketing

Q12. Problems regarding:-

Colour

Smell

Other visible impurities

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DATE –

SIGNATURE-

BIBLIOGRAPHY

www.HUL.com

www.customercomplaint.in

www.golakindia.com

www.icmrindia.org

www.compareindia.com

www.pureit.in

Books Referred

Marketing Research by C. R. Kothari

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