final shudh water purifier
TRANSCRIPT
WATER PURIFIER
RESEARCH METHODOLGY
ProcessSampling method-Survey via QuestionnaireSample Size-60Population-RuralSample-Village in KarjatType of research-Exploratory/DescriptiveAssumption-General awareness about Water purifierLimitation: Bias in reporting certain data(Income,
willingness to buy etc.)
DRIVERS & CHALLENGES
CURRENT MARKET
Water Purifier market is valued at INR 9 bn in 2009 expected to reach INR 32 bn in 2013
The market is dominated by the organized sectorWater purifiers generally use chemical
purification, ultraviolet treatment and filtration, or reverse osmosis techniques
The market has tremendous growth potential as only 7% of Indians use non manual water purification method
The UV purifier market is estimated to be growing at a lower rate than the chemical based segment
Expensive and not the preferred option in many areas, have a smaller share of the market when compared with UV purifiers and chemical based systems
Chemical based water purifiers are much cheaper than UV and reverse osmosis systems & do not require electricity.
PENETRATION OF HOUSEHOLD WATER PURIFIERS IN INDIA
Source: R S Rajan, vice president, consumer marketing, Ion Exchange India Limited, Mumbai, personal communications, February 20, 2008
MARKET SHARE
UV and Resin based purifiers are the most widely used water purifiers in Urban India
Chemical based purifiers, Aquasure and Pureit, together account for 20% of water purifiers sold
UV water purifier-2/3Reverse osmosis purification systems and
chemical purifiers-1/3
36%
32%
18%
14%
FAMILY INCOME
less than 5k 5k-10k 10k-15k more than 15k
29%
31%
18%
22%
PREFERED RANGE FOR THE PRODUCT
less than 1k 1k-2k 2k-3k more than 3k
72%
28%
WILLINGNESS TO BUY
YES NO
60%
40%
ILLEFFECTS OF UN-PURIFIED WATER
NOT AWARE AWARE
23%
77%
AVAILABILITY OF WATER PURIFIER
YES NO
51%
15%
32%
3%
BRAND AWARENESS
aquaguard kent pure-it others
PRODUCT• BRAND – SHUDH• PRODUCT – Water Purifier• TYPE – Gravity based purifier• LOGO -
PRODUCT FEATURES• SHUDH is an elegantly designed multistage water
purifier with power boiling• Has an Electronic Monitoring system to ensure
pure water or no water• The 3 components, sediment filter, activated
carbon block, and UV chamber ensure pure, safe drinking water
• Auto Power shut off to save unnecessary power consumption
PRODUCT FEATURES• Can be placed on a counter or mounted on a wall• Convenient water filling tray• Do not require Electricity to operate• Purify 3000 litres of water enough for a family of
5 on an average• Water outflow of 2 liter/min• Cost – 1,500 INR• Require a cartridge change costing only 250 INR
MARKETING OBJECTIVE• Generate a 10% increase of customers turned
associates per year• Increase customer referrals by 3% a quarter
FINANCIAL OBJECTIVE• A double digit growth rate for each successive
year• 65% of the revenue stream to come from
recurring revenue
MARKET NEEDS
SHUDH is providing high-quality water filtration systems that are far more affordable than traditional boring waterFollowing benefits to the customers:-• Personal Service: All interactions will be with
the salesperson at a friendly, personal level • High Quality: Only quality products will be sold
SEGMENTATION
DEMOGRAPHIC• SOCIAL CLASS- Middle , Lower
middle class & Lower strata of economy
PSYCHOGRAPHIC• Are cognizant about their
health• Eliminate bacteria and
viruses that cause water-borne disease (polio, hepatitis, diarrhoea, dysentery, cholera, gastroenteritis and typhoid)
GEOGRAPHIC• Rural & Semi-rural market• The immediate
geographic target is Karjat
TARGETING• Rural families with a family income ranging from
less than 5K – more than 15K• Villages in almost all the states across India• A large geographic area is in need of the products
POSITIONINGBRAND – SHUDH
• Cost effective• Customer centric organization servicing the
market need for purified water• The single objective is to position SHUDH as the
premier resource for home water filtration needs.
4 P’s MODEL
PRODUCT/ACCEPTABILITY• Suitable for all type of raw
water• Easy availability nationwide• Many stages of water
purification process• Automatic membrane
cleaning system• No running water
PRICE/AFFORDABILITY• Product price range starts
from 1800 – 2500• Low cost of maintenance &
consumable• Low cost for product• Best price from other
competitors Example: Rs Eureka(aqua flow dx) - 5990 Philips - 6230
4 P’s MODEL OF SHUDH
PROMOTION/AWARENESS• Local newspaper ads • Theater• Promotion through radio• Salesmen
PLACE /AVAILABILITY• Independent dealers• Door-to-door sales force• Haats, Melas
4 A’s MODEL
AVAILABILITY• The main problem is to
reach the retailer.• Logistics.• supply chain.
AFFORDABILITY• survey through
questionnaire.• what price we can sell our
product.• we have priced our product
at reasonable price.
4 A’s MODEL
ACCEPTABILITY• most important theme of
marketing mix is acceptability.
• conducted survey .• Based on the research and
findings we have designed shudh .
AWARENESS• will create awareness about
our product through advertisements, various promotional activities.
• packaging, slogan, name, etc .
• will reach the customers through commercials on media like T.V, radio and outdoor.
• Awareness programs will be held .
SWOT ANALYSIS
STRENGHTS• Direct Sales Strategy• Strong dealer sales network• A wide range of personal
contacts• Focused customer attention• Quality products
WEAKNESSES• Service network in suburbs• Catering to unlimited
customer After sales service• Falling short to serve huge
customer base• Limited by who you know.• Labor intensive to make
initial sales.• Currently a limited product
line
SWOT ANALYSIS
OPPORTUNITIES• By providing very strong
service network in metros, than there will be no space for competitor
• Multi-level business model that generates multiple revenue streams from associates.
• Customers are typically personal contacts with trust bonds already formed.
THREATS• General awareness in
consumer• Competitors• At times source of water• Government policies• Dealers or retailers• A change in public
perception regarding network marketing organizations
COMPETITORS
• Ion Exchange (ZERO-B)• Singer• The Delta -> carbon copy of Aqua guard• Alfa Water Purifiers• Symphony’s Spectrum• The Sam Group -> “Water Doctor” purifier• Batliboi