SUBMITTED TO:
PROF. TRPTI MAHRA
PROJECT ON E-MARKETING ON E-PLANNING OF PURE IT
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SUBMITTED BY:
ATUL MISHRA (12013)
VIKASH KUMAR (12054)
Section-A
CONTENTS
INTRODUCTION ABOUT THE PRODUCT
E-PLANNING USING SOSTAC MODEL
SITUATIONAL ANALYSIS FOR PURE IT
OBJECTIVES FOR PURE IT
STRATEGIES FOR E-PLANNING OF PURE IT
TACTICS FOR PURE IT
ACTIONS AND CONTROL
BIBLIOGRAPHY
INTRODUCTION ABOUT THE PRODUCT2 | P a g e
Pureit is a range of water purifiers made by Hindustan Unilever currently sold
in India, Mexico, Brazil, Sri lanka, Nigeria, Indonesia and Bangladesh, consisting of
seven models: Pureit Classic, Pureit Advanced, Pureit Compact, Pureit Classic
Autofill, Pureit Intella, Pureit Marvella and Pureit Marvella RO. [1] Pureit was first
launched in Chennai in 2005[2]. Pureit claims to meet the E.P.A. germ-kill criteria.
Pureit Classic removes germs without needing electricity or pressurised tap water.
Pureit Classic costs Rs. 2200.
Pureit consists of four parts that purify the water in four stages: a
'microfibre mesh', a 'compact carbon trap', a 'germkill processor' and a 'polisher',
as branded by Hindustan Unilever. For the Pureit Marvella model, the microfibre
mesh has been rebranded as a 'pleated filter', while the compact carbon trap has
been rebranded as an 'activated carbon filter', along with a prefix of 'unique'. The
microfibre mesh functions as a sieve, filtering out visible dirt. The carbon trap
removes parasites and pesticides. The processor is a tablet consisting ofchlorine.
This stage removes bacteria and viruses. The polisher improves taste and clarity of
water and removes the residual form of chlorine from the water. These four parts
are collectively branded the germkill kit or the battery.
This battery needs continual replacing, as indicated by a germkill battery indicator
visible on the front of the device. Pureit also features an 'auto switch off'
mechanism whereby the filter prevents the flow of water following the
consumption of the germkill kit. This kit itself comes in various models. The model
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of the germkill kit determines how much water it can purify before the kit needs
replacing. There are currently four germkill kits available, ranging from 2250 litres
for Rs. 550 to a 1500 litre kit available for Rs. 400.
The germkill kit is designed to work at 25° C in moderately humid conditions. The
volume specified by the germkill battery assumes these conditions. The germkill
kit has an expiry date of three years from the date of packaging.
Pureit is available in seven models: Classic, Advanced, Compact, Autofill,
Intella, Marvella and Marvella RO.
Pureit Classic is the base model, and the first model introduced. It is available for
Rs. 2200. It has a capacity of 9 litres in the top chamber, and another 9 litres in
the bottom, transparent chamber.Total volume of this purifier is 23 litres.
Pureit Advanced is almost the same as the Classic model with 23 litre capacity.
However, the difference in this model is that it purifies water not once but twice
to remove the impurities in the water and is a way sleeker looking model. It retails
at Rs. 2800 but some online sites like Flipkart sell it for Rs. 2750.
Pureit Autofill is identical to Pureit Classic, but has the ability to refill itself
automatically if connected to a water supply using what is branded as a
'hydrosensor'. Pureit Autofill is available for Rs. 3200.
Pureit Compact is available for Rs. 1000. It has a capacity of 10 litres: 5 in the top
chamber, and a further 5 litres in the bottom. These three models are available in
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a choice of two colours, branded by Hindustan Unilever as burgundy and royal
blue.
Pureit Marvella has been branded as 'India's first fully automatic water purifier'.[4] Pureit Marvella is capable of automatically filling itself. Marvella also has an
'Insta-serve' jug: a jug that can be plugged into the purifier, and automatically
filled. Pureit Marvella also has a capacity of 4.5 litres. It is available for Rs. 6900.
All six Pureit models claim to provide water that meets the germkill criteria of
E.P.A. in regards to bacteria, viruses and pesticides without the use of electricity.
HUL claims Pureit does the following:
Meets E.P.A. germ kill criteria.
Provides complete protection from waterborne diseases caused by germs.
Is 'As Safe As Boiled Water'. This is also Pureit's tag line.
It has been tested by the following institutions:
SRL Ranbaxy Clinical Reference Laboratories, Mumbai, Maharashtra.
Sundaram Medical Foundation, Chennai, Tamil Nadu.
King Institute of Preventive Medicine, Chennai, Tamil Nadu.
Indian Public Health Association, Kolkata.
Institute of Public Health Engineers, Kolkata.
National Institute of Cholera and Enteric Diseases, Kolkata.
Central Food Technological Research Institute, Mysore, Karnataka.
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National Environmental Engineering Research Institute, Chennai, Tamil Nadu.
London School of Hygiene and Tropical Medicine, UK.
Scottish Parasite Diagnostic Laboratory, Glasgow, UK
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E-PLANNING USING SOSTAC MODEL
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SOSTAC® stands for:
Situation – where are we now?
Objectives – where do we want to be?
Strategy – how do we get there?
Tactics – how exactly do we get there?
Action – what is our plan?
Control – did we get there?
We’ve applied this approach in creating our Internet marketing planning
template and I’ve also used it in my books applying it to the core aspects of digital
marketing. You can see it gives a logical order for tackling your plan (with
iterations) and you should also use it to critically assess your processes. Ask, for
example what you may be weak at? Ask… Do we fail to complete situation
analysis? Are our goals unclear? Do we have a strategy? Do we control
performance using analytics?
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SITUATIONAL ANALYSIS FOR PURE IT
To understand the current and future environment in which the company
operates.
Involves consideration of all of these factors and will form the basis for defining
objectives, strategies and tactics.
It includes the following:
SWOT analysis
Demand analysis
Competitor analysis
Intermediary analysis
1.SWOT ANALYSIS
• Technique to understand Strengths, Weakness, Opportunities, and
Threats being faced in order to achieve a particular objective.
• SWOT helps to construct a strategy that aligns opportunities and
strengths.
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• To effectively differentiate yourself from your competitors.
• At the same time mitigating potential threats facing this strategy.
STRENGTHS OF PURE IT
Here are some questions we can use to help determine our strengths for pure it:
- Do we have any cost advantages (access to cheaper resources)?
- Do we make use of exclusive distribution rights?
- Do we have any logistical advantages?
- What do we do better than anyone else?
- What do our customers see as our strengths?
- What might our competitors say are our strengths?
WEAKNESS OF PURE IT
Weaknesses are opposite of strengths, or even just the absence of strengths in
particular areas.
- Are our resources too expensive, or our cost structure too expensive?
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- Are our distribution channels weak?
- Are our distribution rights non-exclusive or shared?
- If customers have left us, why was this?
- If we are consistently failing to make sales, why is this?
OPPORTUNITIES OF PURE IT
Examining the external environment may result in identifying new
opportunities.
Examine our already completed strengths and determine if any of them could
evolve into opportunities.
Additionally, we could examine our weaknesses to see if resolving any of them
would lead to opportunities.
• What are the major trends in the marketplace?
• What are the trends in government policy/law?
• How are people’s social behaviors changing?
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• How are populations changing?
• How are environments changing?
• What is likely to be our competitors focus in the coming years?
• What are customers asking for?
• Have we noticed changes in what our customers are buying?
• How are peoples lifestyles, working environments changing?
THREATS OF PURE IT
• Could customer needs or trends shift our customers away from us or our
product?
• Are there potentially new laws or regulations which could impact us?
• Could new technology render our business/ project/ skills/product
obsolete?
• What barriers are in our way preventing us from getting to where we
want to be, and can these be overcome?
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THE SWOT ANALYSIS
Strengths• Cheapest in local market• Wide range of purifier as
compared to physical store.
• Low overhead cost. Popular Platform
Weakness• No exclusive distribution
rights• Lack of Focus• Poor Customer Support• Limited Distribution
Opportunities• Hygiene factor towards
drinking water gaining popularity in market
• Increase in sales of purifier online.
Threats • Kent purifier big
competitor• Retail sales highly
concentrated for purifier• Online demonstration is a
difficult task.
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2.DEMAND AND COMPETITION ANALYSIS
There are three types of Water Purifiers in the market
Ultra violet based
Reverse osmosis based
Chemical based
The UV segment constitutes more than 55% of the industry and has its key focus
area for water Purifier manufacturers because of higher margins it offer. The
Indian water purifier market has tremendous potential with a market size of
approximately INR 1400 Cr ore. It is more evident from the fact that global majors
such as Philips and Hindustan Unilever have stepped in the area. In the years to
come, we can expect to see others entering the battle.
Competitors
Eureka forbes ltd
Aqua guard
Kent
Zero B
Tata swatch
kenstar
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Data interpretation and analysis
The below data is based on the sample size of 42 outlets
1.Type of water purifier stocked in outlets
Water purifier type No of outlets percentage
Storage 34 81
Inline 00 00
Both(storage & inline) 08 19
total 42 100
It is observed from above table that 81% of ooutlet have stocked only storage
water purifiers and 19% outlets have stocked both storage and inline purifier.
2.Brands of storage water purifier stocked in outlets
brands No. of outlets percentage
Pure it 19 45
Aqua sure 07 17
Others 16 38
total 42 100
3.Average sale of the storage water purifier
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Particulars in Rs. No. of outlets Percentage
1000-10000 08 19
10000-20000 14 33
20000-30000 12 29
30000-40000 04 09
40000-50000 02 05
Above 50000 02 04
4. Brand wise quantity of water purifier stocked
brand Units stocked by outlet percentage
Pure it 681 63
Aqua sure 062 06
Tata swatch 090 08
Kent 005 0.50
Usha 005 0.50
Rama & ganga 240 22
total 1083 100
5. Brand wise sales of water purifier per month
Brand Units stocked by outlet Percentage
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Pure it 553 64
Aqua sure 034 04
Tata swatch 062 07
Kent 002 0.25
Usha 002 0.25
Rama & ganga 215 24.50
total 868 100
6. The average shelf life of pure it
Shelf time (days) No. of outlets Percentage
1-5 26 62
6-10 14 34
11-15 02 04
Above 15 00 00
total 42 100
OBJECTIVES FOR PURE IT
Most e-marketing plans aim to accomplish multiple objectives such as:
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– Increase market share
– Increase sales revenue
– Reduce costs
– Achieve branding goals
– Improve databases
– Achieve customer relationship management goals
– Improve supply chain management.
THE OBJECTIVES FOR E-PLANNING OF PURE IT MAY BE CATEGORIZED AS
FOLLOWS:
Leveraging credibility of the company
offer tips, information and advices
creating awareness about the product as it will be displayed on the most
visited website like face book.
Improve the service of the customer and vendor as well
Putting all maintenance part on line to put the customer on comfort side.
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No customer database available on field.
Easy payment option.
Demonstration of product that will create awareness about the product.
Poor response from the customer in case of direct selling as they were not
allow to demonstrate. No customer database available on field.
STRATEGIES FOR E-PLANNING OF PURE IT
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SEGMENTATION
-Demographic segmentation
All age group people
Family income >15000
Lower-middle to higher social classes
-Geographic segmentation
Tier1 and tier 2 cities
Semi urban and urban areas
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-Psychographic segmentation
Hygiene oriented people(values)
Addicted to purified water(personality)
TARGETING
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User Segments Based on Online Viewing Behavior
Segment
Important Facts Online Time
Simplifiers
50% of total online purchases.49% have been online for over five years. Longest online tenure.
7 hours per month.
Surfers8% of active user population.32% of online time usage—far more than any other segment.
More than the average of 9.8 hours per month.
Connectors
36% active user population.40% have been online under two years.42% have made online purchases.
Less than the average of 9.8 per month.
Bargainers
8% of active user population.52% are eBay users.
Less than the average of 9.8 per month.
Routiners
6% have purchased online.They visit fewer domains.
9.8 hours per month.
Sportsters
4% of active user population.
7.1 hours per month.
Multi segment targeting due to accessibility, profitability, growth and distribution
system.
Social network users (who actively spends 2-3 hours per day).
Online shoppers (who generally used to shop online)
Hygiene oriented families
POSITIONING
– Help to create a desired image for a company and its products in the
minds of a chosen user segment.
– Concerns brands, the company itself, or individual products,
– Help to control brand image.
Positioning is the process of creating this image.
A position is the resulting view of the firm or brand from the consumer
perspective.
PURE IT can be position on the basis of:
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– Product or service attributes (“the finest water purifier”),
– High-tech image (“three process distilled purification”)
– Benefits (“storing capacity is 20 litres”)
– User categories (“best purifier for middle class families”)
– Comparison with competitors (“our purifier is less expensive than the
Kent & other purifiers”),
– Take an integrator position (“a full range of products and services”).
DIFFERENTIATION
“differentiation as the process of adding a set of meaningful and valued
differences to distinguish the company’s offering from competitors’ offerings.”
PURE IT can be differentiated along five dimensions
1. Channel differentiation- the distribution system is present in 18 two tier
and 6 one tier cities. The delivery response is within 2 days.
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2. Service differentiation- extensive network of service centres across all
distribution network. Online query resolve also available. Accessories to
every product also available online.
3. Product differentiation- product is differentiated on the basis of durability,
storage capacity and 3 processing filters.
4. Personnel differentiation- organization people are highly commited
towards the customer and service delivery.
5. Image differentiation- highly ethical in terms of its value creation.
CRM/PRM
Building relationship with customers by providing them various benefits and
facilities with our services. It does help in retaining and bringing new customers
also result in viral marketing in certain cases.
Loyalty programs
Customers will be acknowledged about the products accessories and the
time to change with the help of direct mailers.
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Maintaining customer databases to introduce them about the products and
services.
COMMUNICATION
the main idea is to communicate the message through an effective media and in a
right way so that it should reach the targeted segment in an efficient way and the
objective of communication should be achieved.
Videos: use of instream and inslate ads during the video on youtube.
Image: use of attractive images to communicate the message to our target
segment.
Text: using virtual text so that the messages can be efficiently decoded by
the receiver.
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DISTRIBUTION
A distribution channel is a group of interdependent firms that transfer product
and information from the supplier to the consumer.
Selling agents represents affiliate programme( affiliate websites)
Manufacturing agents represents travel reservation sites
Virtual mall represents yahoo stores
The distribution is done mainly through the outsourced logistical system.
• Logistical functions include physical distribution activities, such as:
• Transportation
• Inventory storage
• Aggregation of products
• Logistical functions are often outsourced to third-party specialists.
• Third-party logistics providers can manage the supply chain and provide
value-added services.(UPS,FEDEX)
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TACTICS FOR PURE IT
Actual ideas in action. Such as campaigns, which will be implemented are
the best way to describe tactics. This includes all the activities which will be
conducted. From social media campaigns to landing pages, website
optimization etc.
Result of this step- Concrete list of activities to implement.
It also includes the marketing mix and the communication mix of the
complete content of the plan.
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ACTIONS AND CONTROL
Actions and Control
The budget required for implementing the digital marketing plan must be
created. The resources needed along with a timeline. With the SMART
objectives it is also easier to have Key Performance Indicators for the
strategies. Using analytics these KPIs can be measured. They can then be
used to refine the marketing plan as well as report the outcome of the
marketing plan.
Result of this step- Timeline for the plan, Resource allocation,
Performance Measures.
Specify
Tasks
Resource
Partnering and outsourcing
Budget including cost for development and maintenance
Staff
Implement
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Risk assessment
Legal issues
Team organization and responsibilities
Development and maintenance process
Control
Identify a measurement process and metrics covering:
Business contribution (channel profitability C revenue, costs,
return on investment)
Marketing effectiveness (channel outcomes C leads, sales,
conversion, rate, channel satisfaction)
Online marketing effectiveness (channel behavior C page
impressions, visitors, repeat visits, conversion rates)
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BIBLIOGRAPHY
www.google.com
www.wikipedia.com
www.marketingmavens.in
www.yahoobook.org
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