A PROJECT REPORT ON

“​A Study on marketing mix & competitive analysis of “Pure it” 

(HUL)​”

SUBMITTED BY

YAMENDRA JAGANNATH GADGE

SHETH T.J Education Society’s

SHETH N.K.T.T. COLLEGE OF COMMERCE &

SHETH J.T.T COLLEGE OF ARTS,

KHARKAR ALI, THANE (W) 400607

Submitted to

University Of Mumbai

Academic Year

2016-2017

PROJECT GUIDE

ASST.PROF.SHWETA DUBEY
 SHETH N.K.T.T. COLLEGE OF COMMERCE &

SHETH J.T.T. COLLEGE OF ARTS, THANE (W)

CERTIFICATE

This is to certify that,​ YAMENDRA JAGANNATH GADGE ​Seat No. ______

has undertaken & completed t he project titled ​“A Study on marketing mix &
competitive analysis of “Pure it” (HUL)”​ during the academic year 2016-17
under the guidance of Asst. Prof. _________ submitted on ____________ to this
college in fulfillment of the curriculum of BACHELOR OF MANAGEMENT
STUDIES,UNIVERSITY OF MUMBAI.

This is a bonafide project work & the information presented is true & original to
the best of our knowledge & belief.

_______________ _____________________
PROJECT GUIDE EXTERNAL EXAMINER

______________ ____________

COORDINATOR PRINCIPAL

DECLARATION

I am ​YAMENDRA JAGANNATH GADGE hereby declare that the project report

entitled “​A  Study  on  marketing  mix  &  competitive  analysis  of 

“Pure  it”  (HUL)​” ​under the guidance of ​Mrs. SHWETA DUBEY submitted in
partial fulfillment of the requirements for the award of the degree of Bachelor of
management studies, to Mumbai university is my original work.
Date:

Place:

YAMENDRA JAGANNATH GADGE

ACKNOWLEDGEMENT

Before we get into thick of things, I would like to add a few words of
appreciation for the people who have been a part of this project right from its
inception. The writing of this project has been one of the significant academic
challenges I have faced and without the support, patience, and guidance of the
people involved, this task would not have been completed. It is to them I owe my
deepest gratitude.

It gives me Immense pleasure in presenting this project report on "​STUDY

REPORT ON ​MARKETING MIX AND COMPETITIVE ANALYSIS OF
(HUL)". It has been my privilege to have a team of project guide who have
assisted me from the commencement of this project. The success of this project is a
result of sheer hard work, and determination put in by me with the help of my
project guide. I hereby take this opportunity to add a special note of thanks for
Mrs. SHWETA DUBEY​, who undertook to act as my mentor despite her many
other academic and professional commitments. Her wisdom, knowledge, and
commitment to the highest standards inspired and motivated me. Without her
insight, support, and energy, this project wouldn't have kick-started and neither
would have reached fruitfulness.

I also feel heartiest sense of obligation to my library staff members & seniors, who
helped me in collection of data & resource material & also in its processing as well
as in drafting manuscript. The project is dedicated to all those people, who helped
me while doing this project.

INDEX

Page
TITLE
No

CHAPTER 1 5-14

1.1 Introduction 5-6

1.2 Market Research 7-8

1.3 Objectives 9

1.4 Methodology 10
 1.5 Selling Strategy Adopted 11

1.6 Marketing Mix 12

CHAPTER-2-

2.1 INDUSTRY PROFILE

2,2 COMPANY PROFILE

4 COMPETATIVE ANALYSIS

❖ DATA ANALYSIS & INTERPRETATION

❖ CONCLUSION

❖ RECOMMENDATIONS

❖ BIBLIOGRAPHY/WEBLIOGRAPHY

❖ QUESTIONNAIRE
INTRODUCTION OF COMPANY

In the summer of 1888, visitors to the Kolkata harbor noticed crates full of
Sunlight soap bars, embossed with the words "Made in England by Lever
Brothers". With it, began an era of marketing branded Fast Moving Consumer
Goods (FMCG).Soon after followed Lifebuoy in 1895 and other famous brands
like Pears, Lux and Vim. Vanaspati was launched in 1918 and the famous Dalda
brand came to the market in 1937.

In 1931, Unilever set up its first Indian subsidiary, Hindustan Vanaspati

Manufacturing Company, followed by Lever Brothers India Limited (1933) and
United Traders Limited (1935). These three companies merged to form HUL in
November 1956; HUL offered 10% of its equity to the Indian public, being the first
among the foreign subsidiaries to do so. Unilever now holds 67.2% equity in the
company. The rest of the shareholding is distributed ​among about three lakh
individual shareholders and financial institutions.

The erstwhile Brooke Bond's presence in India dates back to 1900. By 1903, the
company had launched Red Label tea in the country. In 1912, Brooke Bond & Co.
India Limited was formed. Brooke Bond joined the Unilever fold in 1984 through
an international acquisition. The erstwhile Lipton's links with India were forged in
1898. Unilever acquired Lipton in 1972, and in 1977 Lipton Tea (India) Limited
was incorporated.

Pond's (India) Limited had been present in India since 1947. It joined the Unilever
fold through an international acquisition of Chesebrough Pond's USA in 1986.

Since the very early years, HUL has vigorously responded to the stimulus of
economic growth. The growth process has been accompanied by judicious
diversification, always in line with Indian opinions and aspirations.

The liberalization of the Indian economy, started in 1991, clearly marked an

inflexion in HUL's and the Group's growth curve. Removal of the regulatory
framework allowed the company to explore every single product and opportunity
segment, without any constraints on production capacity.

Simultaneously, deregulation permitted alliances, acquisitions and mergers. In one

of the most visible and talked about events of India's corporate history, the
erstwhile Tata Oil Mills Company (TOMCO) merged with HUL, effective from
April 1, 1993. In 1996, HUL and yet another Tata company, Lakme Limited,
formed a 50:50 joint venture, Lakme Unilever Limited, to market Lakme's
market-leading cosmetics and other appropriate products of both the companies.
Subsequently in 1998, Lakme Limited sold its brands to HUL and divested its 50%
stake in the joint venture to the company.
HUL formed a 50:50 joint venture with the US-based Kimberly Clark Corporation
in 1994, Kimberly-Clark Lever Ltd, which markets Huggies Diapers and Kotex
Sanitary Pads. HUL has also set up a subsidiary in Nepal, Unilever Nepal Limited
(UNL), and its factory represents the largest manufacturing investment in the
Himalayan kingdom. The UNL factory manufactures HUL's products like Soaps,
Detergents and Personal Products both for the domestic market and exports to
India.

The 1990s also witnessed a string of crucial mergers, acquisitions and alliances on
the Foods and Beverages front. In 1992, the erstwhile Brooke Bond acquired
Kothari General Foods, with significant interests in Instant Coffee. In 1993, it
acquired the Kissan business from the UB Group and the Dollops Icecream
business from Cadbury India.

In January 2000, in a historic step, the government decided to award 74 per cent
equity in Modern Foods to HUL, thereby beginning the divestment of government
equity in public sector undertakings (PSU) to private sector partners. HUL's entry
into Bread is a strategic extension of the company's wheat business. In 2002, HUL
acquired the government's remaining stake in Modern Foods.

In 2003, HUL acquired the Cooked Shrimp and Pasteurized Crabmeat business of
the Amalgam Group of Companies, a leader in value added Marine Products
exports.

HUL launched a slew of new business initiatives in the early part of 2000’s.
Project Shakti was started in 2001. It is a rural initiative that targets small villages
populated by less than 5000 individuals. It is a unique win-win initiative that
catalyses rural affluence even as it benefits business. Currently, there are over
45,000 Shakti entrepreneurs covering over 100,000 villages across 15 states and
reaching to over 3 million homes.

In 2002, HUL made its foray into Ayurvedic health & beauty centre category with
the Ayush product range and Ayush Therapy Centers. Hindustan Unilever
Network, Direct to home business was launched in 2003 and this was followed by
the launch of ‘Pure it’ water purifier in 2004.

In 2007, the Company name was formally changed to Hindustan Unilever Limited
after receiving the approval of share holders during the 74th AGM ​on 18 May
2007. Brooke Bond and Surf Excel breached the the Rs 1,000 crore sales mark the
same year followed by Wheel which crossed the Rs.2,000 crore sales milestone in
2008.

On 17th​ ​October 2008 , HUL completed 75 years of corporate existence in India.

In January 2010, the HUL head office shifted from the landmark Lever House, at
Back Bay Reclamation, Mumbai to the new campus in Adhere (E), Mumbai.

On 15th​ ​November, 2010, the Unilever Sustainable Living Plan was officially
launched in India at New Delhi.

In March, 2012 HUL’s state of the art Learning Centre was inaugurated at the
Hindustan Unilever campus at Adhere, Mumbai.

In April, 2012, the Customer Insight & Innovation Centre (CiiC) was inaugurated
at the Hindustan Unilever campus at Adhere, Mumbai
HUL completes 80 years of corporate existence in India on October 17th, 2013​.

1.2MARKET RESEARCH

➢ Introduction:

Usually it is said that if marketing would be a train, then market research would
be ​the locomotive. In other words, market research should ideally be the starting
point ​of any marketing exercise. Conducting any marketing exercise - be it related
to ​pricing, promotion or distribution of a product or service, without researching
the ​potential market is as sensible as setting out to sell sand in the Sahara Desert.
Market research provides the answers to all the questions that generally occupy the
minds of marketers, at every stage of the marketing process​.

➢ Growth Trends in Market Research

India, fastest growing market research industry in the world, with growth rates at
around 31 % (2006-07) . China is a distant second growing at 20 %. The size of the
industry if of 595 crore, but the industry is growing rapidly with a lot of business
coming from overseas. The business coming from overseas from overseas involves
lot ​of outsourcing as cost advantages are enormous. The processing of data is
almost ​50% cheaper in India. The processing of data is almost 50% cheaper are in
India than in ​developed countries. The outsourcing business amounts to almost
for the 8 %​ ​industry and this figure is doubling in value every year.

Key Players in Market Research:-

● IMRB (Indian Market Research Bureau)

● ICMR (Indian Council of Market Research)
Information Resource Incorporation
NPD Group Information A .C. Nielsen India Pvt. Ltd.
Maritz Research

➢ Scope of Market Research

Many people think that marketing research is just a consumer survey, asking
consumers about certain product or services. Though consumer research is an
integral part of marketing research, the latter is quite a pervasive activity, covering
the various types of marketing problems that confront the marketing manager.
There are various discussion confined to the market research which are as follows.
Product Research
Sales Research
Customer Research
Pricing Research
Advertising Research

1.3OBJECTIVES

The followings are the main objectives of this research project

➢ To study and understand what types of competition pure- it faces .

➢ To study and understand which companies water purifier people get more.

➢ To analysis the comparison between pure -it and others.

➢ To study and understand the marketing swot analysis of HUL company.

RESEARCH AND METHOLOGY

1. Primary Data:-

Primary data is collected form questionnaire directly. The questionnaire filed

by 100 respondents who are the customer of HUL Company.

.​2. ​Secondary Data

➢Secondary research was done to build an in-depth understanding HUL.

 ➢Information from various published resources like India stat and other
research bodies were also used to validate the market figures and
cross-validate the data.
➢Detailed analysis of secondary information was used to arrive at the specific
frameworks provided in the report.

1.5 SELLING STRATEGY ADOPTED

Because of the low interest and since the product benefits needs to be
demonstrated to the customers, conventional distribution was not viable. Hence
Hindustan Unilever limited chose the less traveled Direct Selling route.
The Hindustan Unilever’s sales man in water division is called PWE. It has three
streams for selling of product i.e. cold calls (door to door selling), outreach (Kiosk)
and clinic (Hospital). It is a tough job for these salesmen who have to go through
the "cold calls" to get a sale. At one point of time, because of the aggressive nature
of these sales persons, people became scared even to listen to these sales persons.
Now this aggression has mellowed down to a more professional sales approach.

Selling Strategy adopted by company is, 1. Direct Selling- Door-to-Door Selling 2.

Outreach (Kiosk) 3.Clinic (Hospital)

➢ Product Segmentation

Hindustan Unilever sells different water-purifiers on the basis of classifying their

utility and price affordability. The water purifiers are classified as follows:

(1)Pure it compact – Rs 1000 /-

(2)Pure it M05 Model – Rs 2000 /-

(3)Pure it Auto fill –Rs 3200 /-

(4)Pure it Marvell –Rs 6900 /-

1.6 Marketing Mix

PRODUCT PRICE
a) Easily available nationwide. a) Product price range divided into four

b)Easy to handle. segments to target different audiences.

c) Multiple products launched for each b) Low cost of maintenance and

product type. Consumable.

c) Best prices offered when compared

To other competitors.

PROMOTION PLACE

a)Active subscription immediately a) Urban educated India that cares for

b) Right time installation of products Their family.

c) Properly repair services against paid
b) Areas prone to diseases.
AMC’s. d) Service during contract
period C) Strategically chosen locations for
catching the eye of potential consumers.

d) Various stalls near market places

 CHAPTER-2

INDUSTRY PROFILE
In the last decade and more, the country has undergone many changes and one of
the important ones is that people have become health conscious. People realized
that around 80 per cent of diseases in India are caused by water-borne
micro-organisms. According to a 2009 World Health Organization report, 1.1
billion people lack access to an improved drinking water supply, 88% of the 4
billion annual cases of diarrheal disease are attributed to unsafe water and
inadequate sanitation and hygiene, and 1.8 million people die from diarrheal
diseases each year. The WHO estimates that 94% of these diarrheal cases are
preventable through modifications to the environment, including access to safe
water. Simple techniques for treating water at home, such as chlorination, filters,
and solar disinfection, and storing it in safe containers could save a huge number of
lives each year. Reducing deaths from waterborne diseases is a major public health
goal in developing countries.

Water purifier is one of the most used kitchen utilities .Available in India .water
purifification and backpacking is an industry in itself in India. Portable Version of
Water purifiers are available for camping and haking.Water purification methods
include the mechanized version as well as the age old and time-tested water
purification tablets. the Water purification process includes removing contaminants
from the raw water source. Some of the home remedies for water purification are
boiling or the use of the household charcoal filter. But these do not ensure the
required standard of water purification thus a proper treatment is mandatory. That’s
where the water purifiers for home step in treatment of water by ozone also provide
certain levels of purity.
 ➢ Water Purifier companies in India

The main manufacturers having the major share of the water purifiers are:

➢ Eureka Forbes
➢ Philips
➢ Kent
➢ Whirlpool
➢ Usher Brita
➢ Alfa
➢ Godrej
➢ Hi-tech
➢ Japan
➢ Ken star
➢ Maharaja White line
➢ Or pat
➢ Zero B

➢ Water Purifier Market in India 2010

The water purification and treatment industry in India, under siege from cheap
imports of water treatment products from China, is working to set standards for the
water treatment industry in the country as a safeguard against 'spurious' products.
This, is being done through a certification process. Hence, for the first time the
industry has put its head together to come up with a solution. In a country like
India, where water scarcity is growing by the day, there are too many issues
relating to water. This has meant that there are dime a dozen firms that are trying to
make the best of the situation. Now there is a clamor for proper standards.

➢ India Water Purifier Market has tremendous growth potential

Globally more than one billion people lack access to safe drinking water and
approximately 2.4 Billion people lack access to proper sanitation, nearly all of
them in the developing countries, including India. Nearly a third of the world's
population worldwide live in water-stressed areas. This figure is expected to rise to
two-third of the population by 2025.With increasing number of people becoming
conscious of the risks of drinking contaminated water, the demand for water
purifiers is rising rapidly. In the past few years, Indian water purifier industry has
witnessed an exponential growth of 22% CAGR. The water purifier industry sales
grew dramatically during FY'09 as compared to previous fiscals due to improving
demand and expanding production capacity. The industry saw high growth of rate
17% during FY'08 due to the increasing awareness for safe drinking water. The
UV segment, which constitutes more than 55% of the industry and is a key focus
area for water purifier manufacturers, due to the higher margins it offers, is
expected to continue its rapid growth. According to Research, Indian Water
Purifier industry will continue its growth trajectory and is expected to witness a
turnover growth of more than 22% CAGR during the period between FY'11 and to
FY'14. Research conducted a survey across 10 major cities in India with 600 users
of water purifier to understand the market size, growth drivers, issues and buying
behavior patterns. The cities covered in survey were, Delhi, Mumbai, Kolkata,
Chennai,​ Bangalore​, Hyderabad, Ahmadabad, Chandigarh, Pane and Bhopal.
COMPANY PROFILE

Hindustan Unilever Limited (HUL) is India's largest fast moving consumer goods Company,
with leadership in Home & Personal Care Products and Foods & Beverages. HUL's brands,
spread across 20 distinct consumer categories, touch the lives of two out
of three Indians. They endow the company with a scale of combined volumes of about 4
million tonnes and sales of nearly Rs.13, 718 crores. The mission that inspires HUL's over
15,000 employees is to "add vitality to life". With 35 Power Brands, HUL meets
everyday needs for nutrition, hygiene, and personal care with brands that help people feel good,
look good and get more out of life. It is a mission HUL shares with its parent
company, Unilever, which holds 51.55% of the equity. The rest of the shareholding is
distributed among 360,675 individual shareholders and financial institutions. A Fortune
500 transnational, Unilever sells Foods and Home and Personal Care brands in about 100
countries worldwide

.​HUL is also one of the country's largest exporters; it has been recognized as a

Golden Super Star Trading House by the Government of India. Over time HUL has
developed into a viable & competitive sourcing base for Unilever worldwide in
Home and Personal Care & Foods & Beverages category of products. HUL is also
a global marketing arm for select licensed Unilever brands and also works on
building categories with core country advantage such as branded basmati rice.

HUL's brands - like Lifebuoy, Lux, Surf Excel, Rin, Wheel, Fair & Lovely, Pond's,
Sunsilk, Clinic, Pepsodent, Close-up, Lakme, Brooke Bond, Kissan,
Knorr-Annapurna,
Kwality Wall's – are household names across the country and span many
categories -
soaps, detergents, personal products, tea, coffee, branded staples, ice cream and
culinary products. They are manufactured over 40 factories across India. The
operations involve over 2,000 suppliers and associates. HUL's distribution
network, comprising about 4,000 redistribution stockists, covering 6.3 million
retail outlets reaching the entire urban population, and about 250 million rural
consumers.

HUL believes that an organisation's worth is also in the service it renders to the
community. HUL is focusing on health & hygiene education, women
empowerment, and
water management. It is also involved in education and rehabilitation of special or
underprivileged children, care for the destitute and HIV-positive, and rural
development.
HUL has also responded in case of national calamities / adversities and contributes
through various welfare measures, most recent being the village built by HUL in
earthquake affected Gujarat, and relief & rehabilitation after the Tsunami caused
devastation in South India. In 2001, the company embarked on an ambitious
programme, Shakti. Through Shakti,HUL is creating micro-enterprise
opportunities for rural women, thereby improving their livelihood and the standard
of living in rural communities. Shakti also includes health and hygiene education
through the Shakti Vani Programme, and creating access to relevant information
through the iShakti community portal. The program now covers 15 states in ndia
and has over 45,000 women entrepreneurs in its fold, reaching out to 100,000 plus
villages and directly reaching to 150 million rural consumers. By the end of 2010,
Shakti aims to have 100,000 Shakti entrepreneurs covering 500,000 villages,
touching the lives of over 600 million people.

HUL is also running a rural health programme – Lifebuoy Swasthya Chetana. The
programme endeavors to induce adoption of hygienic practices among rural
Indians and aims to bring down the incidence of diarrhea. It has already touched
84.6 million people in approximately 43890 villages of 8 states. The vision is to
make a billion Indians feel safe and secure.
 ➢ Home care brands

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

➢ Personal care brands

Company’s personal care brands, including Axe, Dove, Lux, Pond's, Rexona and
Sunsilk, are recognized and love by consumers across India. They help consumers
to look good and feel good and in turn get more out of life​.
 ➢ 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
 ➢ Water purifier

Pure It is the world’s most advanced in-home water purifier. Pure It, a
breakthrough offering of Hindustan Unilever (HUL), provides complete protection
from all water-borne diseases, unmatched convenience and affordability.

The most advanced in-home water purifier in the world! Pure It, a breakthrough
offering of Hindustan Unilever, comes with many unique benefits – complete
protection from all water-borne diseases, great convenience, and unmatched
affordability. Pure It’s unique Germ kill Processor technology removes all harmful
viruses and bacteria and removes parasites and pesticide impurities, giving to
people water that's 'as safe as boiled water'. It assures your family of 100%
protection from all water-borne diseases like jaundice, diarrhea, typhoid and
cholera. What’s more, it doesn’t need gas, electricity or continuous tap water
supply. People will be further reassured to know that Pure It meets stringent
international criteria of Environment Protection Agency (EPA), USA for harmful
virus and bacteria removal.
 ​Pure It-Blue Pure It Maroon

​Four purifier stages of Pure It

Pure it purifies your drinking water in four stages, beginning with the removal of
visible dirt, followed by the removal of harmful parasites and pesticide impurities.
Then, the harmful viruses and bacteria are removed and finally the water is
rendered clear, odor less and great tasting by removing remaining impurities.

Water Purifiers offered by HUL

PURE IT MARVELLA PURE IT AUTO-FILL

PURE IT M05 PURE IT COMPACT

CHAPTER- 3

PRODUCT PROFILE

 
Pure-it is a range of water purifiers made by Hindustan Unilever currently
sold in India, Mexico, Brazil, Sri lanka, Nigeria, Indonesia and Bangladesh,
consisting of six models: Pure-it Classic, Pure-it Compact, Pure-it Classic
Autofill,Pure-it Intel, Pure-it Marvell and Pure-it Marvell. Pure-it was first
launched in Chennai in 2004.Pure-it claims to meet  ​the E.P.A. germ-kill
criteria.
Pure-it Classic removes germs without needing electricity or pressurized tap
water. Pure-it Classic costs Rs. 2000.

PURIFICATION Pure-it consists of four parts that purify the water in four
stages: a micro fibremesh, a compact carbon trap, a germ kill processor and
a polisher, as branded by Hindustan Unilever. For the Pure-it Marvell model,
the microfiber mesh has been rebranded as a pleated filter, while the
compact carbon trap has been rebranded as inactivated carbon filter, along
with a prefix  of  unique.  The  microfiber  mesh  functions  as  a  sieve, 
filtering out visible dirt. 
  
The  carbon  trap  removes  parasites  and  pesticides.  The  processor  is 
a  tablet  consisting  of  chlorine.  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 thegermkill kit or the battery. 
  
 
This  battery  needs  continual  replacing,  as  indicated  by  a  germ 
kill  battery  indicator  visible  on  the  front  of  the  device.  Pure-it 
also  features  an  auto  switch  off  mechanism  whereby  the  filter 
prevents  the  flow  of  water  following  the  consumption  of  the 
germ kill kit.  
 
This  kit  itself  comes  in  various  models.  The  model of the germ kill kit 
determines  how  much  water  it  can  purify  before  the  kit  needs 
replacing.  There  are  currently  four  germ  kill  kits  available,  ranging 
from2250  liters  for  Rs.  510  to  a  1000  liter  kit  available  for  Rs.  270. 
The  germ  kill  kit  is  designed  to  work  at  25°  C  in  moderately  humid 
conditions.  
 
The  volume  specified  byte  germ  kill  battery  assumes  these 
conditions.  The  germ  kill  kit  has  an  expiry  date  of  three  years  from 
the date of packaging.  
MODELS  Pure-it  is  available  in  six  models:  Classic,  Compact,  Auto 
fill,  Intel,  Marvell  and  Marvell  RO.  Pure-it  Classic  is  the  base  model, 
and the first model introduced. 
 
  It  is  available  for  Rs.  2000.  It  has  a  capacity  of  9  liters  in  the  top 
chamber,  and  another  9  liters  in  the  bottom,  transparent  chamber. 
Total  volume  of  this  purifier  is  23  liters.  Pure-it  Auto  fill  is identical to 
Pure-it  Classic,  but  has  the  ability  to  refill  itself  automatically  if 
connected  to  a  water  supply  using  what  is  branded  as  a 
hydrosensor.Pure-it Autofill is available for Rs. 3200. 20 
 
  Is  As  Safe  As  Boiled  Water.  The  tagline  of  Pure-it.  21​ϖ  Provides 
complete  protection  from  waterborne  diseases  caused  by  germs.  ​ϖ 
Meets  E.P.A.  germ  kill  criteria.  ​ϖ​Pure-it  Compact  is  available  for  Rs. 
1000. It has a capacity of 10 liters: 5 in the top chamber and a further 
 5  liters  in  the bottom. These three models are available in a choice of 
two  colors,  branded  by  Hindustan  Unilever  as  burgundy  and  royal 
blue.  Pure-it  Marvell  has  been  branded  as  Indies  first  fully automatic 
water purifier.  
Pure-it  Marvell  is  capable  of  automatically  filling  itself.  Marvell  also 
has  an  Instep-serve  jug:  a  jug  that  can  be  plugged  into  the  purifier, 
and  automatically  filled.  Pure-it  Marvell  also  has  a  capacity  of  4.5 
liters.  It  is  available  for  Rs.  6900.All  six  Pure-it  models  claim  to 
provide  water  that  meets  the  germ  kill  criteria  of  E.P.A.in  regards  to 
bacteria,  viruses  and  pesticides  without  the  use  of 
electricity.CLAIMSHUL  claims  Pure-it  does  the  following:  Scottish 
Parasite  Diagnostic Laboratory, Glasgow, UK. 22​ϖ London School of 
Hygiene and Tropical Medicine, UK.  
National  Environmental  Engineering  Research  Institute,  Chennai, 
Tamil  Nadu.  ​ϖ  Central  Food  Technological  Research  Institute, 
Mysore,  Karnataka.  ​ϖ  National  Institute  of  Cholera  and  Enteric 
Diseases,  Kolkata.  ​ϖ  Institute  of  Public  Health  Engineers,  Kolkata.  ​ϖ 
Indian  Public  Health  Association,  Kolkata.  ​ϖ  King  Institute  of 
Preventive  Medicine,  Chennai,  Tamil  Nadu.  ​Sandarac  Medical 
Foundation,  Chennai,  Tamil  Nadu.  ​ϖ  SRL  Ranbaxy  Clinical 
Reference Laboratories, Mumbai, Maharashtra. 
  
Has been tested by the following institutions​:  
 
➢  ​PROMOTIONAL POINT OF VIEW:  
 
In  2009,  Pure-it  had  issued  a  Rs.  1  Crore  safety  challenge  i.e.  If 
anyone  can  find  a  purifier  which  meets  Pure-its  3  safety  features 
then  Pure-it  would  give  them  Rs1  crore.  It’s  been  2  years  and  till 
date  no  purifier  in  India  has  been  able  to  meets  Pure-its  safety 
challenge.  Pure-it  is  now  celebrating  its  unbeatable  safety 
performance  by  distributing  the  same  Rs.  1  Crore  amongst  people 
who  will  be  buying  Pure-it  this  monsoon.  If  you  buy  any  model  of 
Pure-it  this monsoon you could either get the same Pure-it for free or 
get  a  Double  warranty  on  it  for  free.  Hence  there  is  an  assured  gift 
for  everyone.  Whets  more,  as  part  of  this  offer,  Pure-it  is distributing 
up to Rs. 1 Croreworth of Pure-it for free 23 
 
 CHAPTER 4

Competitive analysis of “Pure It”

➢ What is Competitive Analysis?

Competitive Analysis is a process of gathering and analyzing information about
competitors, their practices, products, strengths and weaknesses and business
trends in order to assess our position in the market and improve company’s
products and marketing strategies​.

➢ What is the purpose of Competitive Analysis?

In today's market, i must know what competitors are doing and what to do to
stay ahead of the competition. Many businesses believe they are providing a good
product to their customers, but do not have reliable information showing how
customers perceive their product or how it compares to the competition. A
Competitive Analysis performed by an unbiased third party is an invaluable tool
because it can help to company for identify ways to attract new customers, as
well as keep the ones you have satisfied with company’s products.

● Strengths and weaknesses: How company’s product stacks up against the

competition and in what areas they have an edge over company’s product
and in what areas company’s product is superior.
● Identify competitors: Verify who your primary and secondary competitors
are.
● Improvements: How and in what areas company’s product, processes, and
practices must be improved to meet market demands or to stay ahead of
the competition.
 ● Marketing: What improvements company needs to make in marketing
approach - company may want to highlight why their product is ahead of
the competition, or the unique features that consumers desire.

➢ How can Competitive Analysis help establish company’s product as a

market leader?

Competitive Analysis gives to company a realistic view of their competition and

the opportunity to identify improvement in areas like customer services, and
marketing claims. It can help to compare products prior to making their marketing
and promotional decisions.

● Competitive Analysis will help accomplish the following:

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

The analysis begins with a list of Hindustan Unilever Limited (HUL) of water
division Pure its competitors. Most of the time, such a list is comprised of what
company co-considers to be its chief competitors. However, there may be other
companies that indirectly compete with HUL, ones that offer products or services
that are aiming for the same customer capital.

Hindustan Unilever Limited (HUL) of water division Pure its ​competitors in the
market are:

1. Eureka Forbes Limited

2. Philips
3. Whirlpool
4. Kent
5. Usha Brita
6. Alfaa
7. Ken star
8. Hi-tech
9. Zero B
10.Modi Durant
11.Hemkund
12.Godrej
13.Tata

➢ Why companies analyze competitors?

Some businesses think it is best to get on with their own plans and ignore the
competition. Others become obsessed with tracking the actions of competitors
(often using underhand or illegal methods). Many businesses are happy simply to
track the competition, copying their moves and reacting to changes​.

➢ Competitor analysis has several important roles in strategic

planning:
•  ​To help management understand their competitive advantages/disadvantages
relative to competitors.
• To generate understanding of competitors’ past, present (and most importantly)
future strategies.
• To provide an informed basis to develop strategies to achieve competitive
advantage in the future.
• To help forecast the returns that may be made from future investments​.

➢ Sources of information for competitor analysis

How the sources of competitor information can be neatly grouped into three
categories:
• ​Recorded data: this is easily available in published form either internally or
externally. Good examples include competitor annual reports and product
brochures;
• ​Observable data: this has to be actively sought and often assembled from
several sources. A good example is competitor pricing;
• ​Opportunistic data: to get hold of this kind of data requires a lot of planning and
organization​.

What businesses probably already know their competitors?

● Overall sales and profits

● Sales and profits by market

● Cost structure

● Market shares (revenues and volumes)

● Organization structure

● Distribution system

● Identity / profile of senior management

● Advertising strategy and spending

● Customer / consumer profile & attitudes

● Customer retention levels

What businesses would really like to know about competitors​?

● Sales and profits by product

● Relative costs

● Customer satisfaction and service levels

● Customer retention levels

● Distribution costs

● Size and quality of customer databases

● Advertising effectiveness
 ● Future investment strategy 

➢ Strategy - competitive advantage

Competitive advantage is an advantage over competitors gained by offering

consumers greater value, either by means of lower prices or by providing greater
benefits and service that justifies higher prices.

➢ Feature Comparison

Compared with other available water purification methods, Pure it is by far the
best option, in terms of safety, convenience and affordability.

Key features Pure it Boiling Leading UV Candle

process inline filter
purifier

Removes harmful ✓ Need to ✓

Viruses boil

Removes harmful ✓ for 30-40 ✓

Bacteria

Removes harmful ✓ Min ✓

Parasites(causes
amoebiasis,
diarrhea, etc)
End-of-life indicator ✓ ✓
Advanced Auto ✓ ✓
Switch-off

Great taste ✓ ✓
Improves clarity ✓ ✓
Removes odor ✓ ✓
Doesn't need ✓ ✓ ✓
expensive gas

Doesn't need ✓ ✓ ✓
electricity

Doesn't need ✓ ✓ ✓
continuous tap
water

Doesn’t need ✓ ✓ ✓
plumbing

Doesn't need an ✓ ✓ ✓
expensive

maintenance ✓ ✓ ✓
contract

Low initial cost ✓ ✓ ✓

The above table shows that Pure its initial price of Rs. 2000 and the ongoing price
of only Re. 1 for 4 liters of water is the most competitive offer in the market. This
is because Pure it doesn’t need expensive gas, doesn’t need electricity, doesn’t
need maintenance​.

Cost comparison across purification methods

Method of purification paisa/liter

Cost of Pure it water 24

Cost of Pure it water 35

Cost of boiling water 47

Cost of leading UV in-line purifier 64

Cost of 20 liters of leading bottled 350

water brand

Cost of 1 liter of leading bottled 1200

water brand
CHAPTER–5
 DATA PRESENTATION & ANALYSIS

​The following data and information has been obtained through research activity.

Frequency Table

Table 5.1: Frequency of the respondents who have water purifier

Have a Water Purifier Frequency

Yes 48

No 52

Total 100
Fig 5.1: Data analysis of the respondents who have water purifier

➢ INTERPRETATION

The total no. of respondents includes in the research is 100.Out of 100

respondents, 48 % (48) of people have a water purifier and 52 % (52) people have
not water purif​ier.
Table 5.2: Frequency table of respondents “which company water purifier, you
are using and will use”

Which Company Frequency

Eureka Forbes 50

HUL Pure it 14

Kent 10

Philips 10

Whirlpool 7

Any Other 9

Total 100
Fig 5.2: Data analysis of respondents “which company water purifier, you are
using and will use”
 ➢ INTERPRETATION

INTERPRETATION

1. PERCENTAGE WITHIN ‘COMPANY’

A​. ​Eureka Forbes: Among the total 50 respondents

The percentage of respondents toward prefer to buy the water purifier from retail
outlet was found 26 %( 13).The percentage of respondents toward prefer to buy
the water purifier from Franchisee Dealer was found 48 %( 24).The percentage of
respondents toward prefer to buy the water purifier from Demo at your door step
was found 14 %( 7)

B.HUL: Among the total 14 Pure it (HUL) users

The percentage of respondents toward prefer to buy the water purifier from retail
outlet was found 35.7 %( 5).The percentage of respondents toward prefer to buy
the water purifier from Franchisee Dealer was found 50 %( 7).The percentage of
respondents toward prefer to buy the water purifier from Demo at your door step
was found 7.1 %( 1)

C. Kent : Among the total 10 Kent users

The percentage of respondents toward prefer to buy the water purifier from retail
outlet was found 20 %( 2).The percentage of respondents toward prefer to buy
the water purifier from Franchisee Dealer was found 40 %( 4).The percentage of
respondents toward prefer to buy the water purifier from Demo at your door step
was found 20 %( 2)

D: Philips Among the total 10 Philips users

The percentage of respondents toward prefer to buy the water purifier from retail
outlet was found 30 %( 3).The percentage of respondents toward prefer to buy
the water purifier from Franchisee Dealer was found 50 %( 5).The percentage of
respondents toward prefer to buy the water purifier from Demo at your door step
was found 10 %( 1)

E.Whirlpool: Among the total 7 Whirlpool users

The percentage of respondents toward prefer to buy the water purifier from retail
outlet was found 0 %( 0)

The percentage of respondents toward prefer to buy the water purifier from
Franchisee Dealer was found 57.1 %( 4).The percentage of respondents toward
prefer to buy the water purifier from Demo at your door step was found 42.9 %(
3)

F.Any Other : Among the total 9 any Other water Purifier users

The percentage of respondents toward prefer to buy the water purifier from retail
outlet was found 22.2 % (2).The percentage of respondents toward prefer to buy
the water purifier from Franchisee Dealer was found 55.6 % (5).The percentage of
respondents toward prefer to buy the water purifier from Demo at your door step
was found 22.2 % (2)

Table 5.4: ​Frequency table of respondents “before buying product, know about
the product or want to see demonstration “

Before Buying, know Frequency

about Product

Yes 78

No 12

Don't Know 10

Total 100

Fig 5.4: Data analysis of respondents “before buying product, know about the
product or want to see demonstration “
 ➢ INTERPRETATION

The above data has given the frequency and percentage of respondents about
taste of water is good, odorless, looks clear. Out of 100 respondents, 80 % (80) of
people have given their view ‘YES’. the taste of water is good, odorless and looks
clear.9 % (9) of people have told ‘NO’, the taste of water is good, odorless and
looks clear and 11 % (11) of people have given their view ‘don’t know’ about taste
of water.

Table 5.6: Frequency table of respondents about cost of water purifier

 COST FREQUENCY

Rs. 1000- Rs. 5,000 37

Rs. 6,000- Rs. 10,000 27

Rs. 11,000- Rs. 15,000 20

More than Rs. 15,000 16

Total 100

Fig 5.6: Data analysis of respondents about cost of water purifier

 ➢ INTERPRETATION

The above data has given about frequency and percentage of cost of water
purifier. The percentage of people who are using or want to buy water purifier in
the cost range Rs 1000- Rs 5000 was found 37 % (37).The percentage of people
who are using or willing to buy water purifier in the cost range Rs 6000-Rs 10000
was found 27 % (27). The percentage of people who are using or willing to buy
water purifier in the cost range Rs 11000-Rs 15000 was found 20 % (20). The
percentage of people who are using or willing to buy water purifier more than Rs
15000 was found 16 % (16).
Table 5.7: Data analysis of respondents about service after sales

SERVICE AFTER SALES FREQUENCY

Yes 64

No 36

Total 100

Fig 5.7: Data analysis of respondents about service after sales

 ➢ INTERPRETATION

The above data has given frequency and percentage of respondents about service
after sales.64 % (64) of people have given their view that after sales , service is
good and 36 % (36) of people have given their view that service is not good.
Table 5.8: Frequency table of respondents about ‘where to prefer to buy the
water purifier

PREFER TO BUY FREQUENCY

Retail Outlet 30

Franchisee Dealer 21

Demo at your 49
doorstep

TOTAL 100
Fig 5.8: Data analysis of respondents about ‘where to prefer to buy the water
purifier

INTERPRETATION

The above data has given frequency and percentage about warranty of water
purifier. 43% (43) of respondents have given their view, 6 month warranty period
of water purifier. 40 % (40) of respondents have given their view, 1 year warranty
period of water purifier. 17% (17) of respondents have given their view, 2 year
warranty period of water purifier.

Table 5.10: Frequency and Percentage of respondents about what comes your
mind first i.e. Price or Health & Safety or Both

What comes your mind Frequency Percent

first

Price 16 16.0

Health & Safety 39 39.0

Both 45 45.0

Total 100 100.0

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

INTERPRETATION

1. PERCENTAGE WITHIN ‘COMPANY’

A​. ​Eureka Forbes: Among the total 50 respondents

The percentage of respondents toward prefer to buy the water purifier from retail
outlet was found 26 %( 13).The percentage of respondents toward prefer to buy
the water purifier from Franchisee Dealer was found 48 %( 24).The percentage of
respondents toward prefer to buy the water purifier from Demo at your door step
was found 14 %( 7)

B.HUL: Among the total 14 Pure it (HUL) users

The percentage of respondents toward prefer to buy the water purifier from retail
outlet was found 35.7 %( 5).The percentage of respondents toward prefer to buy
the water purifier from Franchisee Dealer was found 50 %( 7).The percentage of
respondents toward prefer to buy the water purifier from Demo at your door step
was found 7.1 %( 1)

C. Kent : Among the total 10 Kent users

The percentage of respondents toward prefer to buy the water purifier from retail
outlet was found 20 %( 2).The percentage of respondents toward prefer to buy
the water purifier from Franchisee Dealer was found 40 %( 4).The percentage of
respondents toward prefer to buy the water purifier from Demo at your door step
was found 20 %( 2)

D: Philips Among the total 10 Philips users

The percentage of respondents toward prefer to buy the water purifier from retail
outlet was found 30 %( 3).The percentage of respondents toward prefer to buy
the water purifier from Franchisee Dealer was found 50 %( 5).The percentage of
respondents toward prefer to buy the water purifier from Demo at your door step was
found 10 %( 1)
E.Whirlpool: Among the total 7 Whirlpool users

The percentage of respondents toward prefer to buy the water purifier from retail
outlet was found 0 %( 0)

The percentage of respondents toward prefer to buy the water purifier from
Franchisee Dealer was found 57.1 %( 4).The percentage of respondents toward
prefer to buy the water purifier from Demo at your door step was found 42.9 %(
3)

F.Any Other : Among the total 9 any Other water Purifier users

The percentage of respondents toward prefer to buy the water purifier from retail
outlet was found 22.2 % (2).The percentage of respondents toward prefer to buy
the water purifier from Franchisee Dealer was found 55.6 % (5).The percentage of
respondents toward prefer to buy the water purifier from Demo at your door step
was found 22.2 % (2)
 CONCLUSION

I had conducted the market survey in the town of in Thane west , Mumbai state
Maharashtra.,

I had chosen the product as ‘Pure It’ because people are very cautious about their
health these days and are very particular about their drinking water. In such a
scenario most of the people are using water purifier.
I was very lucky to join this company and learnt so many things, like punctuality,
hard work, selling strategy of company etc. I had met different kinds
of people, coming from different religion. Thus I came to know about the different
views of these people.
After the survey I came to a solution that the people of Thane west, are very much
aware of Pure It water purifier and maximum of them are satisfied with
the product. I came across some people who are using Pure It water Purifier
for more than 2 years. Although maximum people are satisfied with the product
but still there a pinch of dissatisfaction among some of the consumers. But
the ratios of these people are negligible.
The survey has showed and proved that Hindustan Uniliver Limited is enjoying a
monopoly in the markets of Hyderabad. Now a day, HUL is competing with Eureka
Forbes. I have found out from the survey that people use the word “Pure It” as a
generic name for all water purifiers no matter to which company and brand it
belongs to. Moreover my survey has showed that most of the people are
using Pure It water Purifier in their work place as well as in their homes.

RECOMMENDATIONS

As per the survey done following were the recommendations of the survey:

➢ Price structure should be revised

➢ Customer service is something which company should pay more attention at.
➢ All models not available for display in retail outlets and also brochures should
be made available.

➢ Sales person at the retails counters should have proper knowledge about the
product.
➢ Should focus more on brand awareness.
➢ Technological & other aspects should be re considered and re-christened
 ​BIBLIOGRAPHY

www.businessknowhow.com

www.articlesnatch.com

www.vmmg.net

www.indiastat.com

www.business.com

www.bizgroethlive.com

www.1888articles.com
www.MastersofSuccess.biz

www.EzineArticles.com

www.getclientsnow.com

QUESTIONNAIRE

Respected Appellant,

I am ​YAMENDRA J. GADGE, Final year student of Bachelor in Management

Studies at N.K.T College affiliated with Mumbai University.

In the curriculum of my bachelor’s degree, I am undertaking the project work in

which I am doing a survey in​“​A  Study  on  marketing  mix  &  competitive 
analysis  of  “Pure  it”  (HUL)​”​.I kindly request u to render the necessary
information by giving me your frank and honest opinion. I assure that the
information collected will be used only for academic purpose.

Thanking you for your cooperation.

Yamendra jaganntha. Gadge

Name : -

Age : -

Sex:-M/F
1. Do you use any kind of water purifier at home?

​□​Yes ​□​ No

2. If yes, which company water purifier u has ?

​□​ Eureka Forbes ​□​ Kent water purifier

□​ HUL ​□​ Philips ​□​ Whirlpool ​□​Any other

3. Does your water purifier consume electricity?

​□​ yes ​□​ No

4. Before buying any kind of water purifier do you want to see the demonstration
or know the details ?

`​□​ Yes ​□​ No

5. Does the water after purification taste good, is odorless, and looks clear?

​□​ Yes ​□​ No ​□​ Don’t know

6. What price do you think is appropriate for a water purifier?

□ Rs 2000 – Rs 5000 ​□ Rs 5000 – Rs 10000 ​□ Rs 10000-15000 ​□​Rs More than

15000

7. Is your water purifier backed by dependable after sales service?

​□​ Yes ​□​ No

8. Does your water purifier comes with warranty if yes how much?
 ​□​ Six month ​□​ One Year ​□​ Two Year ​□​ More than above

9. Have you recently come across any kind of marketing activities for purifiers?

​□​ Road shows ​□​ Visual Merchandising ​□​ Others

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

​□​ Retail Outlets ​□​ Franchisee dealers ​□​ Demo at your doorstep