pureit competitor’s analysis bangalore
DESCRIPTION
We the summer interns have undertaken the project to understand the corporate behaviour, consumer behaviour and market behaviour. We have worked in HSR Layout Division of HUL-Pureit. While working there we went to various places as Sales-Executives which had helped us in understanding the corporate behaviour, consumer behaviour and market behaviour. This project enables us to apply the theoretical knowledge practically thereby helping us in learning basic marketing and selling skills. This project has helped us in understanding the product profile of the competitors of the Pureit thereby helping us in understanding the corporate competitiveness behaviour.TRANSCRIPT
HINDUSTAN UNILIVER
Pureit Competitor’s Analysis
International Academy of Management &Entrepreneurship (2010-2011)
2
A Project Report
On
Pureit Competitor’s Analysis
Submitted By
Ammar Juzar
Ankur Dudey
Ashish Gupta
Manish Singh
Manjri Varu
Prateek Shrivastava
Shrikant Kumar
Shoubhik Sen
Sumit Thakur
Mahendra Kumar Patel
International Academy of Management &Entrepreneurship
(2010-2011)
3
Certificate
It is certified that this Project report “HUL as a Company Product
Competitiveness and market share Analysis” is the bonafide work
of Ammar Juzar, Ankur Dudey, Ashish Gupta, Mahendra Kumar
Patel, Manish Singh, Manjri Varu, Prateek Shrivastava, Shrikant
Kumar, Shoubhik Sen and Sumit Thakur who carried out the project
work under my supervision. This is done as a part of summer
intership.
Mr. Noorul Alam
Area Sale Manager
(HUL Pureit)
4
Certificate
It is certified that this Project report “HUL as a Company Product
Competitiveness and market share Analysis” is the bonafide work
of Ammar Juzar, Ankur Dudey, Ashish Gupta, Mahendra Kumar
Patel, Manish Singh, Manjri Varu, Prateek Shrivastava, Shrikant
Kumar, Shoubhik Sen and Sumit Thakur who carried out the project
work under my supervision. This is done as a part of summer
internship and in partial fulfilment of the requirement of Post
Graduate Program in Management.
Mrs Sudeepta Banerjee
Career Mentor
(IAME)
5
Acknowledgement
“Completing a task is never a one man effort. It offers the result of
valuable contribution of a number of individuals in a direct and
indirect manner that helps in spanning and achieving an objective.”
We the Summer Interns ascribe our success in the venture to Mr.
Noorul Alam whose endeavour fortnight and dynamism contributed
in a big way completing this project with in stipulated time. We are
deeply indebted to our Project-in-charge Mr. Vikram Veer for his
valuable guidance.
We are also thankful to our team leader Mr. Raj Mohamed and
the entire esteemed Staff member for their regular guidance and
help.
We wish to express our profound thanks to Mrs. Sudeepta
Banerjee for providing us a chance to work with such an esteemed
organization. It has held us learning a lot of things.
Ammar Juzar
Ankur Dudey
Ashish Gupta
Manish Singh
Manjri Varu
Prateek Shrivastava
Shrikant Kumar
Shoubhik Sen
Sumit Thakur
Mahendra Kumar Patel
6
Table of Content
CONTENT PAGE NO.
Objective of Project 07 Introduction of HUL 08 Introduction of Pureit 09 Pureit- Product 10 HSR Layout Overview 11 Area Covered 12 Companies Visited 13 Area Analysis 14 Pureit Competitors 15 Competitors Purification Methods 16 Competitor Analysis 19 Customer Feedback 23 CDS Report 25 Key Learning 27 Suggestion 29 Conclusion 30 Bibliography 31
7
Objective of Project
We the summer interns have undertaken the project to
understand the corporate behaviour, consumer behaviour and
market behaviour. We have worked in HSR Layout Division of HUL-
Pureit. While working there we went to various places as Sales-
Executives which had helped us in understanding the corporate
behaviour, consumer behaviour and market behaviour.
This project enables us to apply the theoretical knowledge
practically thereby helping us in learning basic marketing and selling
skills.
This project has helped us in understanding the product profile
of the competitors of the Pureit thereby helping us in understanding
the corporate competitiveness behaviour.
8
Introduction of HUL
“Adding Vitality to Life”
Hindustan Unilever Limited (HUL) is India's largest fast moving
consumer goods company, touching the lives of two out of three
Indians with over 20 distinct categories in home & personal care
products and food & beverages. HUL is also one of the country's
largest exporters; it has been recognised as a Golden Super Star
Trading House by the Government of India.
HUL was formed in 1933 as Lever Brothers India Limited and
came into being in 1956 as Hindustan Lever Limited through a
merger of Lever Brothers, Hindustan Vanaspati Mfg. Co. Ltd. and
United Traders Ltd. It is headquartered in Mumbai, India and has
employee strength of over 15,000 employees and contributes for
indirect employment of over 52,000 people. The company was
renamed in June 2007 to “Hindustan Unilever Limited”.
HUL is the market leader in Indian consumer products with
presence in over 20 consumer categories such as soaps, tea,
detergents and shampoos amongst others with over 700 million
Indian consumers using its products. It has over 35 brands. Sixteen
of HUL’s brands featured in the ACNielsen Brand Equity list of 100
Most Trusted Brands Annual Survey (2008).
9
Introduction of Pureit
“As Safe As Boil Water”
Pureit is a water purifier made by Hindustan Unilever. It is sold
in India. Pureit is claimed to meet the E.P.A. germ kill criteria but it
has not been substantiated whether actual EPA Guide Protocol has
been used. There are doubts whether Pureit actually meets the germ
kill criteria under the actual EPA Guide Protocol. Moreover, during a
legal battle in Mumbai High Court in 2009, some evidence was
presented that the chlorine tablet used in Pureit is not approved by
EPA (under EPA Registration requirements for chemical disinfectants
under United States FIFRA laws) for in-home water purifiers, and
therefore, the use of 'EPA' in Pureit's marketing literature was argued
to be misleading. EPA registration requires proving that the chemical
poses no risks to public, animal or aquatic life in the proposed end-
use format, such as an in-home water purifier like Pureit. No further
information is available as the case was settled out of court.
Pureit was initially launched by Hindustan Unilever Ltd. in the
southern Indian city of Chennai in 2005. The brand was rolled out
across India in phases, with full national presence having been
established in the first half of 2008.
10
Pureit-Products
“As Safe As Boil Water”
HUL has launched 4 models of Pureit till now.
Pureit Compact
Rs. 1000/-
Pureit Classic
Rs.2000/-
Pureit Autofil
Rs. 3200/-
Pureit Marvella
Rs. 6900
11
HSR Layout overview
HSR Team
B.D.E
Mr. Amreek Singh
Territory Sales Officer
Mr. Umashanker
Zonal Sales Officer
Mr. Vikram Veer
Team Leader
Mr. Raj Mohammad
Accountants
Ms. Manu Kumari
Ms. Anusha
Pureit Water Executive
Prashant
Jagdish
Dwarkesh
Prakash
Baswaraj
Illyas
Summer Internes
Ammar Juzar
Ankur Dudey
Ashish Gupta
Manish Singh
Manjri Varu
Prateek Shrivastava
Shrikant Kumar
Shoubhik Sen
Sumit Thakur
Note – Mahendra Kumar
Patel worked as summer
Intern in DOMLUR SWZ. He
has also contributed
towards this project.
12
Area Covered
Electronic City
Venktapura
Kormangala
HSR layout
Bommanahalli
Audugodi
EjiPura
Singasendra
Venketeshawara
Nagnathpura
Madiwala
Belandur / Sarjapur Road
Maggamanpalya
Apart from covering the above area we have also visited some
companies.
13
Companies Visited
Company Name
Contact Person
Phone No. Area
Siemens Receptionist 080-25114007 Electronic
City
Bosch Seenappa 080-41912330 Electronic
City
HP Gangadhar 080-28528892 Electronic
City
Velankani
Group Kavita 080-66145809 Electronic
City
Elecotec Receptionist 080-25017000 Electronic
City
IBM Receptionist 080-25358020 Electronic
City
Ksheer
Technology
Receptionist 080-26581205 Electronic
City
India Imagine
technology
Receptionist 9900779997 Electronic
City
Wipro Receptionist 080-28440011 Electronic
City
Dell Receptionist 080-28077000 Electronic
City
Exasense
Labs ltd
Receptionist 080-41102911 Electronic
City
Syscon
Instruments
Pvt ltd
Receptionist 080-28520772/73/74 Electronic
City
Genpact
Global
Receptionist 8041198999 Electronic
City
Interplex
Electronics
Receptionist 080-66445329/30 Electronic
City
GE Fanuc
Systems pvt
ltd
Receptionist 080-41314602/00/01/03 Electronic
City
14
Area Analysis
Area Water Source Purification method
Living Standard
Electronic City 1. Canned water
2. Borewell
Boiling as well as
Water Purifier
Middle class
Venktapura 1. Kaveri Water Nothing Lower Middle
class and Middle
class
Kormangala 1. Bore well
2. Kaveri Water
Water Purifier Middle class and
Upper Middle
class
HSR layout 1. Bore well Water Purifier Upper Middle
class
Bommanahalli 1. Kaveri Water.
2. Can Water
Nothing Lower Middle
class and Middle
class
Audugodi 1. Kaveri Water Water Purifier Upper Middle
class
EjiPura 1. Bore well.
Nothing Lower Middle
class and Middle
class
Singasendra 1. Canned water
2. Bore well
Boiling as well as
Steel Filter
Middle Class
Venketeshawara 1. Canned water
2. Bore well
Pre-fitted Water
Purifier
Upper Middle
class
Nagnathpura 1. Canned water
2. Bore well
Boiling as well as
Steel Filter
Middle Class
Madiwala 1. Kaveri Water Boiling as well as
candle filter
Lower Middle
class and Middle
class
Belandur 1. Bore well Water Purifier Middle class and
Upper Middle
class
Maggamanpalya 1. Bore well Boiling Middle Class
15
Pureit Competitors
Company Product Purification stages
Capacity Price
Whirlpool Purafresh Elite 6 8.5 litres 16750
Whirlpool Purafresh
Deluxe
6 6.5 litres 15950
Whirlpool Purafresh
Platinum
5 -- 23950
Eureka Forbes Aquaguard
Total (RO)
6 9.0 litres 13500
Eureka Forbes Spring fresh
(RO)
6 8.0 litres 14000
Eureka Forbes Aqua Sure 4 13 litres 1800
Eureka Forbes Aquaguard
Classic
3 -- 7190
Eureka Forbes Aquaguard
Ultra
4 8.0 litres 7350
Eureka Forbes Aquaguard
Integra 7
Multi-stage 8.0 litres 19900
Usha Brita Waterguard SF
620 T
3 -- 2299
Usha Brita Waterguard -
Digital
4 -- 9099
Kent Excell 5 7.0 litres 15950
Kent Elite 1 4 -- 27000
Kent Wonder 4 5.0 litres 14500
Zero B Zero B
Pureline 2L
3 -- 4750
Zero B Zero B
Pureline 4L
3 -- 7800
Zero B The Ultimate
Upgrade
7 11 litres 16990
Philips WP 3890 3 -- 7495
Philips WP 3891 3 -- 8995
Philips WP 3892 3 -- 9495
Kenstar WP - 117 3 -- 3200
Kenstar Le Pure 3 -- 5590
Tata Tata Swach 4 19 litres 1000
16
Competitor’s Purification Method
Company Product Purification Stages
Stages Name
Whirlpool Purafresh Elite 6 1. Pre Filter,
2. Neo Sense Filter
3. Plus Sediment Filter,
4. Pre Carbon Filter,
5. R.O. Membrane Filter
6. Post Carbon Filter
Whirlpool Purafresh
Deluxe
6 1. Pre Filter,
2. Neo Sense Filter
3. Plus Sediment Filter,
4. Pre Carbon Filter,
5. R.O. Membrane Filter
6. Post Carbon Filter
Whirlpool Purafresh
Platinum
5 1. Pre Filter,
2. Neo Sense Filter
3. Pre Carbon Filter,
4. R.O. Membrane Filter
5. Post Carbon Filter
Eureka
Forbes
Aqua guard
Total (RO)
6 1. Particle filter
2. Clarity Cartridge
3. Pre- taste enhancer
Cartridge
4. RO Membrane Cartridge
5. Post- taste enhancer
Cartridge
6. Nano Silver Medium
Eureka
Forbes
Spring fresh
(RO)
6 1. Pre filter
2. Sediment filter
3. Pre RO
4. Carbon cartridge
5. Reverse osmosis
6. Post RO carbon cartridge
Eureka
Forbes
Aqua Sure 4 1. Pre- filter purification
2. Activated carbon
purification
3. Active disinfectant
4. Special carbon block
Eureka
Forbes
Aquaguard
Classic
3 1. Pre- filter purification
2. Silver-impregnated
17
activated carbon
purification
3. Ultra-violet purification
Eureka
Forbes
Aquaguard Ultra 4 1. Pre- filter purification
2. Activated carbon
purification
3. Sediment filter
4. Ultra filtration cartridge
Eureka
Forbes
Aquaguard
Integra 7
Multi-stage 1. Reverse osmosis
2. Ultra filtration
3. Aqua energiser
4. Magnetising chamber
5. Iron remover
6. Arsenic remover
Usha Brita Waterguard SF
620 T
3 1. Pre filter purification
2. Silver impregnated
activated carbon
purification
3. Health and taste cartridge
purification
Usha Brita Waterguard -
Digital
4 1. Pre filter purification
2. Candle filter purification
3. Silver impregnated
activated carbon
purification
4. Ultra violet purification
Kent Excell 5 1. Sediment purification
2. Pre carbon filter
3. Carbon block
4. Reverse osmosis technology
purification
5. Post carbon purification
Kent Elite 1 4 1. Sediment purification
2. Pre carbon filter
3. Ultra violate purification
4. Reverse osmosis technology
purification
Kent Wonder 4 1. Sediment purification
2. Pre carbon filter
3. Carbon purification
4. Reverse osmosis technology
purification
18
Zero B Zero B Pureline
2L
3 1. Pre filter purification
2. Post carbon cartridge
purification
3. Polyiodinated resin
purification
Zero B Zero B Pureline
4L
3 1. Pre filter purification
2. Resine carbon cartridge
purification
3. Polyiodinated resin
purification
Zero B The Ultimate
Upgrade
7 1. Pre filtration
2. Sediment filtration5 micron
3. Pre carbon filter
4. Activated carbon
purification
5. Reverse osmosis membrane
purification
6. Post RO backup purification
7. Reverse osmosis technology
Philips WP 3890 3 1. Pre filter purification
2. Activated carbon
purification
3. Ultra violt purification
Philips WP 3891 3 1. Pre filter purification
2. Activated carbon
purification
3. Ultra violt purification
Philips WP 3892 3 1. Pre filter purification
2. Activated carbon
purification
3. Ultra violet purification
Kenstar WP - 117 3 1. Pre filter purification
2. Silver impregnated
activated carbon
purification
3. Ultra violet purification
Kenstar Le Pure 3 1. Pre filter purification
2. Silver impregnated
activated carbon
purification
3. Ultra violet purification
19
Competitor Analysis
Area Competitor Analysis Electronic City Aqua Sure Cost and Company Brand
Venktapura Nothing Awareness problem about
Pureit
Kormangala Aqua Guard Pre-fitted Aqua-Guard.
HSR layout Kent-RO & Aqua Guard Hard water and Pureit can’t
work.
Bommanahalli Nothing Awareness problem
Audugodi Eureka as well as Kent Branding.
EjiPura Nothing and somewhat
TATA Swach
Price and Bore-well water
Singasendra Canned Water Awareness problem.
Venketeshawara Canned Water as well as
bore-well water
Branding problem and Pre-
fitted purifier.
Nagnathpura Canned Water and Kent Hard Water
Madiwala Eureka Forbes Awareness problem about
Pureit
Belandur Nothing Hard water and awareness
Maggamanpalya Nothing Borewell water
Continued…..
20
Continued…..
Electronic City:-
There are many companies in Electronic City. Some of which
we have visited and some others are left. They can be targeted to
increase the sales. Some company like Velankani Group have agreed
but due to the unavailability of HR manager the work is pending. It is
the good prospect for sales in future.
Venktapura:-
It is one of the most prospective area for sales. The main
problem in this area is the awareness of the product. Regular visit to
this place will help in increase the sales of the product.
Kormangala:
The only prospective area in Kormangala is the police colony.
It has been almost covered. The rest is the small and big apartments
and independent houses which can buy Pureit. But it is very hard to
convince them.
HSR layout:-
The main problem of this area is the Hard Water. This is
because of this that Pureit is not huge success. The area is
completely dominated by Aqua-Guard and Kent-RO. Hence
problems will be there while selling the Pureit there.
21
Bommanahalli:-
It is also a good prospective place. The people mostly use can
water and they can be convinced to buy the product. Doing regularly
kiosk and cold call in this area can increase the sales.
Audugodi:
This area mainly consists of the people belonging to upper
middle class. Though there are some houses also which can be
targeted to sell the product. But the main problem in this area is the
reluctance of people to think about some other brand rather than
the most known one.
EjiPura:-
This area basically contains bore-well water but the people
living there are using Pureit. So we can convince more people there
by doing regular cold calls. The main thing about this area is that the
people only say that the water here is hard but not that much and
Pureit can be sold there.
Singasendra:-
It can be treated as prospective area. Though there are some
Pureit customers there but the main problem there is the awareness
problem. The people there can be motivated to buy the Pureit.
Venketeshawara:-
This area mainly consists of people residing in independent
bunglows and apartments. The apartments there are pre-fitted with
the Aqua-Guard. So the selling of Pureit is quite difficult in this area.
22
Nagnathpura:
It can be treated as the prospective area but the people there
are more inclined to use Compact model rather than M05 and
Autofill. But they can be encouraged and motivated to buy the
Pureit.
Madiwala:-
It is one of the most prospective areas. We have arranged some
events in this areas and it has turned to be successful. So we have
been successful in generating awareness about Pureit by doing so.
More of such programs can be held in future in order to do sales.
Belandur:-
The main problem in this area is the bore-well water. Apart
from that the mainly middle and upper middle class people resides
there who are reluctant to buy the product.
Maggamanpalya:-
The main problem in this area is also bore-well water. But
Pureit can be used in this area. By contacting the people we came to
know that they are not fully aware about the product. So by doing
regular kiosk and cold-calls in this areas the sales can be increased.
23
Customer Feedback
Consumers are the backbone of every business. The success of
any business lies in the satisfaction of its consumer. Hence the
customer feedback is very important for any organization for its
continuous betterment. It also helps in understanding the consumer
mind set.
The main customer reaction which we got for Pureit while
doing kiosk and cold calls are as follows:
Pureit owner
Pureit give value for money.
Some customer gives positive word of mouth they said that
they will promote the product to their near and dear once.
The product is excellent but the customer service is very poor.
The main consumers who had already bought a Pureit had got
complaint about its service mainly the change of Germ Kill Kit
(GKK).
The consumers give the order but they didn’t get any
response from company.
The Problem cannot be resolve even after Customer complain
given through Helpline number.
Water Leakage Problem in M05.
Some people said that after selling of the product they are not
contacted in future time about the working of the product.
24
Non Pureit Owner
The consumers are not aware about Pureit.
Price is High compare to other water purifier (Tata Swach, Aqua
Sure)
Reluctance of the people to change their mind rather brand
(especially in upper middle class people living areas).
Problem in follow-ups i.e. the people who had already bought
a Pureit are not suggesting the product to their mates or
neighbours.
Negative feedback given by the people who own Pureit
restricts the non- Pureit owner to buy the product.
25
CDS (Call-Demo-Sales) Ammar Juzar
Contact Lead Demo Sales
220 83 5 2
Ankur Dubey
Contact Lead Demo Sales
187 72 5 2
Ashish Gupta
Contact Lead Demo Sales
208 61 5 1
Manish Singh
Contact Lead Demo Sales
157 54 5 1
Manjri Varu
Contact Lead Demo Sales
200 59 5 1
26
Prateek Shrivastava
Contact Lead Demo Sales
245 59 5 1
Shrikant Kumar
Contact Lead Demo Sales
211 65 5 1
Shoubhik Sen
Contact Lead Demo Sales
216 71 5 2
Sumit Thakur
Contact Lead Demo Sales
226 60 5 1
27
Key Learning
• Importance of Pure water: - Pure water is very important. For
being healthy especially in Bangalore where we have so many
sources of water and the time of rainy reason. The prime
objective of HUL coming out with Pureit is to provide consumer
with pure water and people get rid of water borne diseases.
• Patience: - Selling is an art and patience is the most important
virtue a sales man should have. The training provided by HUL
helped us to be patience even when consumers are rude to you
or when they don’t entertain you.
• Adaptability: - Selling is something we are doing for the first
time especially DTH and KIOSK. Initially it was a bit difficult to
adapt but later on we adapted to it.
• Consumer Behavior: - Theoretically we have learned about
consumer behaviour but in reality the picture is different.
Consumer behaviour was different at different places in
Bangalore.
• Consumer Buying Behavior and Pattern: - We have seen that
consumer buying behaviour varies from upper class to lower
class. Upper class goes with the brand whereas lower class is
very apprehensive about cost and to some extent quality.
28
• Competitor’s analysis: - Pureit has various competitor we
analysis the competitor strength and weakness that was help
us lot to sell our product.
• Types of Consumers:-
– Irate Consumer
– Consumer with Technical Knowledge
– Consumer with no awareness
• Building and managing consumer relations: - From the
marketing point of view consumer relation is very important. In
future these consumers do the word of mouth advertisement
of our product.
• Conversion (from Business point of view): - we also
understand the importance of conversion from business point
of view. A part from spreading awareness about the product
the sale of Pureit is also important. Convincing the people to
buy Pureit also important.
29
Suggestion
There are some suggestions which we want to put forward
The sales-executives should not concentrate only on the sales
rather they have to concentrate on the consumer (i.e.
Consumer Resource Management).
The service provided by the company has to be improved
(mainly the Germ Kill Kit).
Apart from concentrating on colonies, companies have to be
targeted in order to increase the sales.
Some public places like gardens can be targeted in order to
increase the awareness and sales of the product.
Also in some days in week some religious places like mosques,
temples and Gurudwaras can be visited in order to promote
the product.
Provision of instalments and discounts in order promote the
product and increase the sales.
30
Conclusion
While working with Pureit for 45 days, has helped us in learning
a lot of things. It taught us that for doing any business patience is
the very important. Especially in case of sales it is very important. We
have also experienced the people behaviour in different situations
and their different expectations from the same product.
While working there we also got chance to deal with the
corporates and their way of dealing the proposals which will surely
help us in future. We also got chance to implement some new ideas
which we have studied in our class-rooms.
Hence while working on ground level we have learnt many
things which will surely be helpful to us in coming future.
31
Bibliography
Websites Referred:
Wikipedia:
http://en.wikipedia.org/wiki/Hindustan_Unilever
http://en.wikipedia.org/wiki/Pureit
Official website-
http://www.pureitwater.com/
Purifier Information-
http://compareindia.in.com/products/water-purifiers/
Books referred:
Kotler, Philip., Kelly. Koshy & Jha., “Marketing Management”,
13th Edition. New Delhi: Dorling Kindersley, 2009