CHAPTER -1

INTRODUCTION
OF
MARKETING MIX

INTRODUCTION OF MARKETING MIX

Marketing is considered by many these days to be a science. Very general
definitions of marketing are as follows:
Marketing is the management process responsible for identifying, anticipating and
satisfying customer requirements profitably. Chartered Institute of Marketing
Marketing is the process of planning, and executing the conception, pricing,
promotion and distribution of ideas, goods and services to create exchanges that
satisfy individual and organisational objectives. American Marketing
Association
The Marketing Mix
The discipline of marketing is split into four umbrella categories which we call the
4ps: Price, Product, Place and Promotion (McCarthy, 1960). Service based
organisations sometimes add three other PS: People, Process and Physical
evidence to the four 4ps.
1. Products can be tangible or intangible. A tangible product is something you
can physically touch and feel. An intangible product can be a service for
example a haircut. All products have a life cycle; that is from introduction, to
growth, to maturity and then decline. However it is important not to forget
the gestation period of a product. For example, there might be an
opportunity to fill a niche however the gestation period to get to market
might be a year, by which time the fad will have past. A company who selfaware of their products life cycle can adapt and overcome challenges. A
products life cycle can be manipulated by adjusting the price and range.
Apples iPod has enjoyed longevity by introducing a range and introducing
upgraded versions.
The term "product" is defined as anything, either tangible or intangible,
offered by the firm; as a solution to the needs and wants of the consumer;
something that is profitable or potentially profitable; and a goods or service
that meets the requirements of the various governing offices or society. The
two most common ways that products can differentiate are:
Consumer goods versus industrial goods, and
Goods products (i.e. durables and non-durables) versus service products

Intangible products are service-based, such as the tourism industry, the hotel
industry, and the financial industry. Tangible products are those that have an
independent physical existence. Typical examples of mass-produced, tangible
objects are automobiles and the disposable razor. A less obvious but ubiquitous
mass produced service is a computer operating system.Every product is subject to a
life-cycle that starts with its introduction and is followed by a growth phase, a
maturity phase, and finally a period of decline as sales falls. Marketers must do
careful research on the length of the product's life-cycle and focus their attention
on different challenges that arise as the product moves through each stage.
The marketer must also consider the product mix, which includes factors such as
product depth and breadth. Product depth refers to the number of sub-categories of
products a company offers under its broad spectrum category. For example, Ford
Motor Company's product category is automobiles. It's product depth includes subcategories such as passenger vehicles, commercial vehicles, transport vehicles, et
cetera. This broad spectrum category is also known as a product line. Product
breadth, on the other hand, refers to the number of product lines a company offers.
Marketers should consider how to position the product, how to exploit the brand,
how to exploit the company's resources, and how to configure the product mix so
that each product complements the other. Failure to do so can result in brand
dilution, which is a situation in which a product loses its branded identity, resulting
in decreased sales and perceived quality. The marketer must also consider
product development strategies.

2.Price isa very important aspect of the marketing mix as it not only determines
profitability, but its positioning in relation to competitors. Price is a discipline of
study in its own right but there are some general strategies we can briefly
overview. Price penetration is introducing a product with a low price specifically
for the purpose of gaining sales. This might be a strategy for an organisation
introducing a new range. Price Skimming is used for introducing a higher price
and lowering it when competition becomes more prominent. This strategy is used a

lot by technology companies as early adopters/innovator demographics tend to pay

higher prices for the latest gadgets.

There are other factors in determining price such as elasticity of demand. For
instance how many other suitable alternative are there? Carbonated colas have a
greater elasticity of demand as there are so many suitable alternatives whereas the
ipod had less elasticity due to its relative uniqueness. This will impact on Price as
generally speaking the greater the number of alternatives the more competitive the
price is.
The price is the amount a customer pays for the product. The concept of price is in
contrast to the concept of value, which is the perceived utility a customer will
receive from a product. Adjusting the price has a profound impact on the marketing
strategy, and depending on the price elasticity of the product, often it will affect the
demand and sales as well. The marketer should set a price that complements the
other elements of the marketing mix. A well chosen price should (a) ensure
survival (b) increase profit (c) generate sales (d) gain market share, and (e)
establish an appropriate image.
From the marketer's point of view, an efficient price is a price that is very close to
the maximum that customers are prepared to pay. In economic terms, it is a price
that shifts most of the consumer surplus to the producer. A good pricing strategy
would be the one which could balance between the price floor and the price ceiling
and take into account the customer's perceived value. Common pricing strategies
include cost-plus pricing, skimming, penetration pricing, value-based pricing, and
many more.
3.Promotion is self explained and encompasses all promotional activity such as
Advertising, PR and Sales. As you study further you will learn more about the
subject of marketing communication and the strategies that evolve from that
appellation. The tactics, or media chosen, will depend on resources but also what
the objective of the strategy is. For example is the objective was to raise awareness
the media chosen will focus more on mass exposure. If the strategy is to solicit a
sale then the communication channel will be more targeted.
The three basic objectives of promotion are :
I.

To present product information to targeted consumers and business

customers.

II.
III.

To increase demand among the target market.

To differentiate a product and create a brand identity.

A marketer may use advertising, public relations, personal selling, direct

marketing, and sales promotion to achieve these objectives. A promotional mix
specifies how much attention to give each of the five subcategories, and how much
money to budget for each. A promotional plan can have a wide range of objectives,
including: sales increases, new product acceptance, creation of brand equity,
positioning, competitive retaliations, or creation of a corporate image.
4.Place also means, in this context, distribution. Intensive distribution is used for
products which might be considered for purchase as soon as they are seen. This
method is what most, if not all, Fast Moving Consumer Good (FMCG) firms use.
The perception of the outlet has not influence on the consumers decision to
purchase. Exclusive distribution allows a company to manage the intermediaries
who sell their products. Car manufacturers use this method frequently. It can give
the product prestige and gives the manufacturer more control. Selective
distribution is a compromise of the extremes above. The rational for selective
distribution might be economical for example the company might focus on those
outlets which promise the greatest probability of success. It could be that the outlet
skill set might determine if its used to sell products. A good example of this would
be a pharmaceutical manufacturer that requires intermediaries to offer sound
advice to end users.
Product distribution (or placement) is the process of making a product or service
accessible for use or consumption by a consumer or business user, using direct
means, or using indirect means with intermediaries.
Distribution Types
I.

Intensive distribution means the producer's products are stocked in the

majority of outlets. This strategy is common for basic supplies, snack foods,
magazines and soft drink beverages.

II.

Selective distribution means that the producer relies on a few intermediaries

to carry their product. This strategy is commonly observed for more
specialized goods that are carried through specialist dealers, for example,
brands of craft tools, or large appliances.

III.

Exclusive distribution means that the producer selects only very few
intermediaries. Exclusive distribution is often characterized by exclusive

dealing where the re-seller carries only that producer's products to the
exclusion of all others. This strategy is typical of luxury goods retailers such
as Gucci.
The decision regarding how to distribute a product has, as its foundation, basic
economic concepts, such as utility. Utility represents the advantage or fulfillment a
customer receives from consuming a good or service. Understanding the utility a
consumer expects to receive from a product being offered can lead marketers to the
correct distribution strategy.
3ps adage
Physical evidence is interesting when thinking about a service. If you attend a
concert what tangible material is in your possession after words? With that in mind
a company can introduce a unique/collectable ticket. Bands sell merchandise such
a T-Shirts with this theory in mind. Other attributes of physical evidence are staff
uniforms and store presentation.
People can be interoperated as the employees that the consumer will come into
contact with. Pizza Hut has a programme called customer mania which is
designed with this in mind. Its purpose is to motivate employee to be more
proactive with customer needs. Some companies train there staff to project more
positive postures.
Process represents the systems in place that affects marketing activities. Some fast
food restaurants introduce a soft launch of new products so as outlets have a
period of time to address idiosyncrasies.

CHAPTER -2
INTRODUCTION
OF COMPANY

INTRODUCTION TO HUL
Hindustan Unilever Limited (HUL) is India's largest Fast Moving Consumer
Goods Company with a heritage of over 80 years in India and touches the lives of
two out of three Indians.
HUL works to create a better future every day and helps people feel good, look
good and get more out of life with brands and services that are good for them and
good for others.
With over 35 brands spanning 20 distinct categories such as soaps, detergents,
shampoos, skin care, toothpastes, deodorants, cosmetics, tea, coffee, packaged
foods, ice cream, and water purifiers, the Company is a part of the everyday life of
millions of consumers across India. Its portfolio includes leading household brands
such as Lux, Lifebuoy, Surf Excel, Rin, Wheel, Fair & Lovely, Ponds, Vaseline,
Lakm, Dove, Clinic Plus, Sunsilk, Pepsodent, Closeup, Axe, Brooke Bond, Bru,
Knorr, Kissan, Kwality Walls and Pureit.
The Company has over 16,000 employees and has an annual turnover of around
Rs.25,206crores (financial year 2012 - 2013). HUL is a subsidiary of Unilever, one
of the worlds leading suppliers of fast moving consumer goods with strong local
roots in more than 100 countries across the globe with annual sales of 51 billion
in 2012. Unilever has 67.25% shareholding in HUL.

Company Profile
Hindustan Unilever Ltd is India's largest fast-moving consumer goods. The
company operates in seven business segments. Soaps and detergents includes
soaps, detergent bars, detergent powders and scourers. Personal products include
products in the categories of oral care, skin care (excluding soaps), hair care,
talcum powder and color cosmetics. Beverages include tea and coffee. Foods
include staples (atta, salt and bread) and culinary products (tomato-based products,
fruit-based products and soups). Ice creams include ice creams and frozen desserts.
Others include chemicals and water business. Hindustan Unilever Ltd was
incorporated in the year 1933 as Lever Brothers India Ltd. In 1956, Hindustan
Vanaspati Mfg. Co. Ltd. and United Traders Ltd merged with the company and the
name was changed from Lever Brothers Ltd to Hindustan Lever Ltd. The company
acquired Lipton in 1972, and in 1977 Lipton Tea (India) Ltd was incorporated.
Brooke Bond joined the Unilever fold in 1984 through an international acquisition.
Pond's (India) Ltd joined the Unilever fold through an international acquisition of
Chesebrough Pond's USA in 1986. The liberalization of the Indian economy,
started in 1991, clearly marked an inflexion in the company's and the Group's
growth curve. The 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. The erstwhile Tata Oil Mills Company (TOMCO) merged with the
company with effect from April 1, 1993. In the year 1996, the company and Lakme
Ltd formed a 50:50 joint venture company namely, Lakme Unilever Ltd, to market
Lakme's market-leading cosmetics and other appropriate products of both the
companies. Subsequently in 1998, Lakme Ltd sold its brands to the company and
divested its 50% stake in the joint venture to the company. In the year 1994, the
company and US-based Kimberly Clark Corporation formed a 50:50 joint venture
company namely, Kimberly-Clark Lever Ltd, which markets Huggies Diapers and
Kotex Sanitary Pads. The company also set up a subsidiary in Nepal, Unilever

Nepal Limited (UNL), and its factory represents the largest manufacturing
investment in the Himalayan kingdom. In the year 1992, the erstwhile Brooke
Bond acquired Kothari General Foods, with significant interests in Instant Coffee.
In the year 1993, it acquired the Kissan business from the UB Group and the
Dollops Icecream business from Cadbury India. As a measure of backward
integration, Tea Estates and Doom Dooma, two plantation companies of Unilever,
were merged with Brooke Bond. Then in the year 1994, Brooke Bond India and
Lipton India merged to form Brooke Bond Lipton India Ltd (BBLIL), enabling
greater focus and ensuring synergy in the traditional Beverages business. Finally,
BBLIL merged with the company with effect from January 1, 1996. The internal
restructuring culminated in the merger of Pond's (India) Limited (PIL) with HUL
in 1998. The two companies had significant overlaps in Personal Products,
Speciality Chemicals and Exports businesses, besides a common distribution
system since 1993 for Personal Products. The two also had a common management
pool and a technology base. In January 2000, the government decided to award 74
per cent equity in Modern Foods to the company, thereby beginning the divestment
of government equity in public sector undertakings (PSU) to private sector
partners. The company's entry into bread is a strategic extension of the company's
wheat business. In 2002, the company acquired the government's remaining stake
in Modern Foods.. In the year 2002, the company made its foray into Ayurvedic
health & beauty centre category with the Ayush product range and Ayush Therapy
Centres. In the year 2003, the company acquired the Cooked Shrimp and
Pasteurised Crabmeat business of the Amalgam Group of Companies, a leader in
value added Marine Products exports. Also, the company launched Hindustan
Unilever Network, Direct to home business. In the year 2004, the company
launched 'Pureit' water purifier. In the year 2005, Lever India Exports Ltd, Lipton
India Exports Ltd, Merry weather Food Products Ltd, Toc Disinfectants Ltd and
International Fisheries Ltd were amalgamated with the company. In February 2006,
Vasishti Detergents Ltd (VDL) merged with the company. In September 2006,
Modern Foods Industries (India) Ltd and Modern Foods & Nutrition Industries Ltd
was merged with itself. In October 2006, the company divested its 51% controlling
stake in Unilever India Shared Services Ltd, now known as Capgemini Business
Services (India) Limited (CGSL) to Cap Gemini SA. In March 2007, Sangam
Direct, a non-store home delivery retail business, operated by Unilever India
Exports Ltd (UIEL), a fully owned subsidiary was transferred to Wadhavan Foods

Retail Pvt Ltd (WFRPL) on a slump sale business. Also, the company carried out
demerger of its operational facilities in Shamnagar, Jamnagar and Janmam and
formed three independent companies, namely Shamnagar Estates Pvt. Ltd,
Jamnagar Properties Pvt Ltd and Hindustan Kwality Walls Foods Pvt Ltd. In June
2007, the company changed its name from Hindustan Lever Ltd to Hindustan
Unilever Ltd. In the year 2008, the company announced its collaboration with the
Indian Dental Association (IDA) in conjunction with World Dental Federation
(FDI) through its Pepsodent, leading oral care brand to help improve the oral
health and hygiene standards in India. In April 2008, the company demergered and
transferred certain immoveable properties to Brooke Bond Real Estates Pvt Ltd. In
January 2010, the company inaugurated the new corporate office of the company.
In April 2010, the company approved the scheme of amalgamation of Bon Ltd, a
wholly owned subsidiary of Hindustan Unilever Ltd., with the company. The
appointed date for the abovementioned scheme was April 01, 2009 and the scheme
shall be effective from April 28, 2010. Consequent to the amalgamation, Bon Ltd
ceased to be a subsidiary of the company. During the year 2010-11, Kissan
forayed into new market segment in three big categories. It launched Kissan Fruit
& Soya, a delicious blend fruit juice and soya milk, which enjoys a differentiated
proposition in this market. The brand also entered into the Indian (non-sweet)
spreads market with the launch of Kissan Creamy Spread across key towns. In
Bakery division, the company launched two new products, namely Chapi and
Cream Rolls. During the year, the company divested 43.31% stake in Hindustan
Field Services Pvt Ltd in favor of Smollan Group (the jv partner). Thus, Hindustan
Field Services Pvt. Ltd. ceased to be a subsidiary company. Lakme Lever Pvt Ltd,
a wholly owned subsidiary of HUL, expanded the network of Lakme Beauty
Salons during the year with the opening of 11 company owned and managed
salons, along with 18 franchisee salons. As of March 31, 2011, the company had
over 35 brands spanning 20 distinct categories. Its portfolio includes household
brands, such as Lux, Lifebuoy, Surf Excel, Rin, Wheel, Fair & Lovely, Pond's,
Vaseline, Lakme, Dove, Clinic Plus, Sunsilk, Pepsodent, Closeup, Axe, Brooke
Bond, Bru, Knorr, Kissan, Kwality Wall's and Pureit. In December 2011, the
company demerged the FMCG exports business including specific exports related
manufacturing units of the company into its wholly owned subsidiary Unilever
India Exports Ltd (UIEL). The scheme became effective from January 1, 2012.

Company structure
Hindustan Unilever Limited is India's largest Fast Moving Consumer Goods
(FMCG) company. It is present in Home & Personal Care and Foods & Beverages
categories. HUL has over 16,500 employees, including over 1500 managers
The fundamental principle determining the organisation structure is to infuse speed
and flexibility in decision-making and implementation, with empowered managers
across the companys nationwide operations.

Board of directors
The Board of Directors of the Company represents an optimum mix of
professionalism, knowledge and experience. The total strength of the Board of
Directors of the Company is eight Directors, comprising Non-Executive Chairman,
three Executive Directors and four Non-Executive Independent Directors.

Mr. Harish Manwani - Chairman

Mr. Harish Manwani (60) assumed charge as the Non-Executive Chairman of the
Company in 2005. He is a member of the Nomination & Remuneration Committee
of the Company.

Mr. Sanjiv Mehta - CEO and Managing Director

Mr. Sanjiv Mehta (53) joined the Board of the Company in October 2013. He is a
member of the Nomination & Remuneration Committee, Stakeholder Relationship
Committee and Corporate Social Responsibility Committee of the Company.

Mr. R. Sridhar - Chief Financial Officer

Mr. Sridhar Ramamurthy (48) joined the Board of the Company in June 2009. He
is a member of the Stakeholder Relationship Committee and Corporate Social
Responsibility Committee of the Company.

MrPradeep Banerjee - Executive Director, Supply Chain

Mr. Pradeep Banerjee (54) joined the Board of the Company in March 2010.

Mr. Aditya Narayan - Independent Director

Mr. Aditya Narayan (61) joined the Board of the Company as an Independent
Director in June 2001. He is the Chairman of the Audit Committee and a member
of the Nomination & Remuneration Committee and Corporate Social
Responsibility Committee of the Company.

Mr. S. Ramadorai - Independent Director

Mr. S. Ramadorai (68) joined the Board of the Company as an Independent
Director in May 2002. He is the Chairman of the Nomination & Remuneration
Committee and a member of the Audit Committee of the Company.

Mr. O. P. Bhatt - Independent Director

Mr. Bhatt (62) joined the Board of the Company as an Independent Director in
December 2011. He is the Chairman of the Stakeholder Relationship Committee
and Corporate Social Responsibility Committee of the Company and a member of
Nomination & Remuneration Committee and Audit Committee of the Company.

Dr. SanjivMisra - Independent Director

Dr. SanjivMisra (65) joined the Board of the Company as an Independent Director
in April 2013. He is a member of the Audit Committee, Nomination &
Remuneration Committee and Corporate Social Responsibility Committee of the
Company.

Management Committee
The day-to-day management of affairs of the Company is vested with the
Management Committee which is subjected to the overall superintendence and
control of the Board.
The Management Committee is headed by Mr. Sanjiv Mehta and has functional
heads as its members representing various functions of the Company

Mr. Sanjiv Mehta - CEO and Managing Director

Mr. Sanjiv Mehta (53) joined the Board of the Company in October 2013. He is a
member of the Nomination & Remuneration Committee, Stakeholder Relationship
Committee and Corporate Social Responsibility Committee of the Company.

Mr. R. Sridhar - Chief Financial Officer

Mr. Sridhar Ramamurthy (48) joined the Board of the Company in June 2009. He
is a member of the Stakeholder Relationship Committee and Corporate Social
Responsibility Committee of the Company.

Mr. HemantBakshi - Executive Director, Home & Personal Care

Mr. HemantBakshi (47) joined the Company in June 1989 and has worked in
various sales and marketing assignments spanning across Personal Products and
Home Care categories.

MrPradeep Banerjee - Executive Director, Supply Chain

Mr. Pradeep Banerjee (54) joined the Board of the Company in March 2010.

MrDevBajpai Executive Director, Legal and Company Secretary

MrDevBajpai (46) is a Fellow Member of the Institute of Company Secretaries of
India and has a law degree from University of Delhi.

Ms. GeetuVerma, Executive Director, Foods

Ms. GeetuVerma (45), has over twenty two years of marketing, business and
innovation experience in leading FMCG firms P&G, Seagram, PepsiCo in India
and Europe.

Mr. Manish Tiwary - Executive Director, Sales and Customer Development

Mr. Manish Tiwary (42) joined the Company in June 1995 and has worked in
various sales, marketing and general management assignments across HUL.

Mr. BP Biddappa - Executive Director, HR

Mr. BP Biddappa (46), has worked with Hindustan Unilever Limited for the last 21
years in a variety of roles across Business partnering, expertise and Employee
relations. He has international experience in Unilever across Maghreb, Bangladesh
and Singapore before moving in to his current role as Executive Director, HR for
HUL and Vice President, HR for Unilever South Asia.

Home care brands

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

Personal care brands

Companys 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 Indias 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 worlds 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.
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.

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 waterborne diseases, great convenience, and unmatched affordability. Pure Its 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. Whats more, it doesnt need gas, electricity or continuous tap water supply.
Then, the harmful viruses and bacteria are removed and finally the water is
rendered clear, odour 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

Pureit Ultima RO+UV

Pureit intella

Overview
In the developing world, most of all diseases are water-related - a major cause for
this is the poor quality of drinking water. The magnitude of the problem can be
seen from the fact that diarrheal disease alone leads to 2.5 billion episodes and 1.5
million child mortalities every year.
Boiling water, as a means of purification, is expensive, energy-intensive, and
cumbersome. Available storage and candle-based filters do not ensure safety from
harmful germs. Given this context, Unilever embarked on a mission to provide
safe and affordable drinking water through in-home water purification. Unilever
scientists have worked for many years to come up with a range of technological
breakthroughs that have led to the creation of Pureit a unique offering by
Unilever. Pureit breaks through the barriers of convenience & affordability by
providing water that is as safe as boiled water and ensuring complete protection
from water-borne diseases.
The Pureit innovation addresses one of the biggest technological challenges of the
century that of making safe water accessible & affordable for millions. Pureit
provides 4 litres of As safe as boiled water at a running cost of Rs 1 without
the hassles of boiling, without the need of electricity or a continuous tap water
supply.
Pureit is the worlds most advanced in-home water purification system. The output
water from Pureit meets stringent criteria for microbiologically safe drinking water,
from one of the toughest regulatory agencies the USA, EPA (Environmental
Protection Agency).
From a single SKU brand in 2008, Pureit now has eight variants in its portfolio
namely: Pureit Classic 23 litres, Pureit Classic 14 litres, PureitIntella 12 litres,
Pureit Classic Auto-fill 23 litres, PureitMarvella OGT, PureitMarvella RO, Pureit
Advanced and PureitMarvella UV.

The Unilever Foundation

The Unilever Foundation is partnering with five leading global organisations
Oxfam, Population Services International (PSI), Save the Children, UNICEF, and
the World Food Programmed. The Foundations mission is to improve quality of
life through the provision of hygiene, sanitation, access to clean drinking water,
basic nutrition and enhancing self-esteem.
At Unilever, we aim to double the size of our business while reducing our
environmental footprint and increasing our positive social impact. The Unilever
Foundation is a key action we are taking to help meet our ambitious goal of
helping more than one billion people improve their health and well-being and, in
turn, create a sustainable future.

Purpose & principles

Our corporate purpose states that to succeed requires "the highest standards of
corporate behaviour towards everyone we work with, the communities we touch,
and the environment on which we have an impact."
i.
ii.

iii.
iv.

v.

Always working with integrity-Conducting our operations with integrity

and with respect for the many people, organisations and environments our
business touches has always been at the heart of our corporate responsibility.
Positive impact -We aim to make a positive impact in many ways: through
our brands, our commercial operations and relationships, through voluntary
contributions, and through the various other ways in which we engage with
society.
Continuous commitment-We're also committed to continuously improving
the way we manage our environmental impacts and are working towards our
longer-term goal of developing a sustainable business.
Setting out our aspirations -Our corporate purpose sets out our aspirations
in running our business. It's underpinned by our code of business Principles
which describes the operational standards that everyone at Unilever follows,
wherever they are in the world. The code also supports our approach to
governance and corporate responsibility.
Working with others-We want to work with suppliers who have values
similar to our own and work to the same standards we do. Our Business
partner code, aligned to our own Code of business principles, comprises ten
principles covering business integrity and responsibilities relating to
employees, consumers and the environment.

Importance of Study:
The main purpose of study is to increase the productivity of kiosk (outreach)
regarding HUL Pure it water purifiers. The survey was conducted in Hyderabad
and Secunderabad area not all but only some parts have included for survey. Due to
shortage of time it was not possible to cover the whole areas. Thus the scope of the
study was completed with the time and resources available.

vision
Unilever products touch the lives of over 2 billion people every day whether
that's through feeling great because they've got shiny hair and a brilliant smile,
keeping their homes fresh and clean, or by enjoying a great cup of tea, satisfying
meal or healthy snack.

A clear direction
The four pillars of our vision set out the long term direction for the company
where we want to go and how we are going to get there:

We work to create a better future every day

We help people feel good, look good and get more out of life with brands
and services that are good for them and good for others.

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

We will develop new ways of doing business with the aim of doubling the
size of our company while reducing our environmental impact.
We've always believed in the power of our brands to improve the quality of
peoples lives and in doing the right thing. As our business grows, so do our
responsibilities. We recognize that global challenges such as climate change
concern us all. Considering the wider impact of our actions is embedded in our
values and is a fundamental part of who we are.

CHAPTER-3
RESEARCH
METHODOLOGY

RESEARCH METHODOLOGY
Research methodology is a way to systematically solve the research problem. It may be
understood as a science of studying how research is done scientifically. In it we study the various
steps that are generally adopted by a researcher in studying his research problem along with the
logic behind them. It is necessary for the researcher to know not only the research methods or
techniques but also the methodology.
It is well known fact that the most important step in marketing research process is to define the
problem. Choose for investigation because a problem well defined is half solved. That was the
reason that at most care was taken while defining various parameters of the problem. After
giving through brain storming session, objectives were selected and the set on the base of these
objectives. A questionnaire was designed major emphasis of which was gathering new ideas or
insight so as to determine and bind out solution to the problems.
Purpose but the research objectives can be listed into a number of broad categories, as
following: To gain familiarity with a phenomenon or to achieve new insights into it. Studies with this
object in view are termed as exploratory or formulate research studies.
To portray accurately the characteristics of a particular individual, situation or a group. Studies
with this object in view are known as descriptive research studies.
To determine the frequency with which something occurs or with which it is associated with
something else. Studies with this object in view are known as diagnostic research studies.

Type of research-Descriptive & Exploratory research

Descriptive study is a fact finding investigation with an adequate interpretation. It is the simplest type of
research and is more specific. Mainly designed to gather descriptive information and provides
information for formulating more sophisticated studies. Descriptive research, also known as statistical
research, describes data and characteristics about the population or phenomenon being studies.

Scaling technique
For the measurement of variables, Nominal Scale is used which is the most widely used scale in market
research, where respondents specify their response to a statement.

DATA COLLECTION
1. Primary Data
(A).Questionnaire: -A set of questions related to the research topic was formulated. Response for each
questions included in the questionnaire has been collected from the customers.
(B). Interview: -Apart from collecting different responses from the customers some extra information has
been obtained through face to face interviewing activity.

2. Secondary Data
Secondary research was done to build an in-depth understanding of the kiosk(outreach)
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.

3. Sampling methodology:The

sampling methodology used is Non Probability sampling

technique-Convenience sampling (A non probability sampling technique that attempts to obtain a sample
of convenient elements. The selection of sampling unit is left primarily to the interviewer)

4. Sample size:I had chosen 100 samples for the analysis.

5. Questionnaire:The questionnaire is formed in such a way that the information required for the
study is acquired from each item i.e. questions. Here I have used Nominal scale of measurement to
measure the respondents responses with each of the series of the items in the form of statements. The
respondents category range from housewives & working women to working men.

6. Sampling design:
I. Selection of study area: Hyderabad and Secunderabad II. Selection of Sample size: 100

SCOPE AND IMPORTANCE OF THE STUDY

The project aims to get us out of the classroom and into the real world of companies/ competitors,
markets, managers and customers. For me, it opens the way for walking into experiences. The ultimate
goal of this research is enormous with its true sense. Physically and practically, it shows the potential for
the company and me.
The scope of the project helps in analyzing the factors, which influence the referring behavior of
customers.
The scope is such that the study has been conducted by taking samples from different areas,
which depicts the overall picture.
The results obtained will give an overview of the different criteria based on which an existing
customer can be used to generate sufficient leads for the company.
The study can be helpful in taking decision so as to improve the approach towards customers for
getting reference and service.
This project also helps to know how an organization works in real environment and under
different market scenario.

Importance of Study:
The main purpose of study is to increase the productivity of kiosk (outreach) regarding HUL Pure it water
purifiers. The survey was conducted in Hyderabad and Secunderabad area not all but only some parts
have included for survey. Due to shortage of time it was not possible to cover the whole areas. Thus the
scope of the study was completed with the time and resources available.

Direct Marketing
Direct Marketing is a method which helps to create a direct connection with the potential consumer to
obtain an immediate response and cultivate lasting consumer relationship.
Hindustan Unilever limited is the company in India to doing direct marketing in water purifier. Today it is
Asia largest direct selling organization. It has
and adding 1000 customers daily. It has

direct selling force touching 1.5 million Indian homes

dealers and

distributors across the country and operating in

over towns and cities.

Advantages of Direct Marketing

It is easy, convenient and private.
Provides more choice to the consumer
Consumers can avail best price as there is no middle men involved.
Helpful for the companies to build a close and direct relation with the consumer.
It saves the valuable time of the working and busy people.

Disadvantages of Direct Marketing

Consumer cant touch and feel the product before buying
The scope of expansion is limited in this kind of marketing
It has higher per person cost than other form of advertising.
There is a great scope for misleading and deceiving customers by dishonest businessman.
It may cause irritation to the consumer through unwanted mail and spam.

SELLING STRATEGY ADOPTED

Because of the low interest and since the product benefits needs to be demonstrated tothe customers,
conventional distribution was not viable. Hence Hindustan Unilever limited chose the lesstraveled Direct
Selling route. The Hindustan Unilevers 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 thesesalesmen 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 tolisten to these
sales persons. Now this aggression has mellowed down to a moreprofessional sales approach.
Selling Strategy adopted by company are, 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 Autofill Rs 3200 /(4)Pure it Marvella Rs 6900 /-

Marketing Mix
PRODUCT
a) Easily available nationwide.

PRICE
a) Product price range divided intofour
segments to target differentaudiences.

b)Easy to handle.
b) Low cost of maintenance and
c) Multiple products launched for each product

consumable.

type.

c) Best prices offered when compared

PROMOTION

to other competitors.
PLACE
a) Urban educated India that cares for

a)Active subscription immediately

b) Right time installation of products

their family.
b) Areas prone to diseases.
C) Strategically chosen locations forcatching

c) Properly repair services against paid AMCs.

the eye of potentialconsumers.

d) Service during contract period

d) Various stalls near market places

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 companys
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 companys products.
Strengths and weaknesses: How companys product stacks up against the
competition and in what areas they have an edge over companys product
and in what areas companys product is superior.

 Identify competitors: Verify who your primary and secondary competitors

are.
Improvements: How and in what areas companys 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 companys 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 companys competitors.

Discover opportunities for improvement in companys business practices.
Identify necessary changes in companys processes to meet market demands.
Identify necessary changes in companys 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 itscompetitors in the
market are:
1. Eureka Forbes Limited
2. Philips
3. Whirlpool
4. Kent
5. Usha Brita

6. Alfaa
7. Kenstar
8. Hi-tech
9. Zero B
10.Modi Durant
11.Hemkund
12.Godrej
13.Tata
Questions to ask
What questions should be asked when undertaking competitor analysis?

Who are companys competitors?

What threats do they pose?
What is the profile of competitors?
What are the objectives of competitors?
What strategies are competitors pursuing and how successful are these

strategies?
What are the strengths and weaknesses of competitors?
How competitors are likely to respond to any changes to the way company
do business?
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, Pureit is by far the best
option, in terms of safety, convenience and affordability.
Key features

Pureit

Boiling

Leading

process

UV

Candle

inline filter

purifier

Removes

harmful

Need

to

Viruses
Removes

harmful

boil
for 30-40

Bacteria
Removes

harmful

Min

Parasites(causes
amoebiasis, diarrhoea,
etc)
End-of-life indicator
Advanced Auto Switchoff
Great taste
Improves clarity
Removes odour
Doesn't need expensive
gas
Doesn't need electricity
Doesn't

need

continuous tap water

Doesnt need plumbing
Doesn't

need

expensive
maintenance contract
Low initial cost
Low on-going cost

an

The above table shows that Pureits initial price of Rs. 2000 and the ongoing price
of only Re. 1 for 4 litres of water is the most competitive offer in the market. This
is because Pureit doesnt need expensive gas, doesnt need electricity, doesnt need
maintenance.
Cost comparison across purification methods
Method of purification
paise/litre
Cost of Pureit water
24
Cost of Pureit water
35
Cost of boiling water
47
Cost of leading UV in-line purifier
64
Cost of 20 litres of leading bottled
350
water brand
Cost of 1 litre of leading bottled water

1200

brand

LIMITATION OF THE STUDY

Time is the major constraint in the study
My Study is confined to 100 respondents.
Research is done only in some parts of Delhi

Many retailers were not interested in Pureit because of steep

competition in the locality among retailers.
Respondents Fatigue.
Researcher inexperience.

 Language (English)

CHAPTER 4
DATA ANALYSIS

&
INTERPRETATION

DATA ANALYSIS& INTERPRETATION

The following data and information has been obtained through research activity.
Frequency Table
Table 5.1: Frequency and Percentage of the respondents who have water
purifier
Have a Water Purifier

Frequency

Percent

Yes

48

48.0

No

52

52.0

Total

100

100.0

Fig 5.1: Frequency and Percentage 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
purifier.

Table 5.2: Frequency and Percentage of respondents which company water

purifier, you are using and will use
Which Company

Frequency

Percent

Eureka Forbes

50

50.0

HUL Pure it

14

14.0

Kent

10

10.0

Philips

10

10.0

Whirlpool

7.0

Any Other

9.0

Total

100

100.0

Fig 5.2: Frequency and Percentage of respondents which company water

purifier, you are using and will use

INTERPRETATION

Out of 100 respondents, the data of people are using water purifier and people are
not using water purifier .Those people are not using water purifier, if they will
buy

,they

will

buy

only

this

companys

product

like

Eureka

Forbes,Hul,Kent,Philips,Whirlpool.50% (50),14% (14),10% (10),10%(10),7%

(7),9% (9) of people are using and will use Eureka Forbes, Hul, Kent, Philips,
Whirlpool and any other companys water purifier

Table 5.3: Frequency and Percentage of respondents about electricity

Electricity

Frequency

Percent

Yes

72

72.0

No

28

28.0

Total

100

100.0

Fig 5.3: Frequency and Percentage of respondents about electricity

INTERPRETATION
The above data tells about electricity of water purifier, that is the water purifier is
working with electricity or without electricity. Out of 100 respondents, 72 % (72)
of people have given their view that yes and 28 % (28) of people have given their
view No.
Table 5.4: Frequency and Percentage of respondents before buying product,
know about the product or want to see demonstration
Before Buying,
about Product

know Frequency

Percent

Yes

78

78.0

No

12

12.0

Don't Know

10

10.0

Total

100

100.0

Fig 5.4: Frequency and Percentage of respondents before buying product,

know about the product or want to see demonstration

INTERPRETATION
The above data has given, before buying the water purifier; people want to know
the product or want to see demonstration of the product.78 % of people have given
their view Yes, they want to know the product details.12 % of people have given
their view No, they dont want to know the product details or product
knowledge .10 % of people have given their view dont know.

Table 5.5: Frequency and Percentage of respondents about taste good,

odorless and looks clear
TASTE
GOOD,ODORLESS
LOOKS CLEAR

FREQUENCY

PERCENT

Yes

80

80.0

No

9.0

Don't Know

11

11.0

Total

100

100.0

Fig 5.5: Frequency and Percentage of respondents about taste good, odorless
and looks clear

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 dont know about taste
of water.

Table 5.6: Frequency and percentage of respondents about cost of water

purifier
COST

FREQUENCY

PERCENT

Rs. 1000- Rs. 5,000

37

37.0

Rs. 6,000- Rs. 10,000

27

27.0

Rs. 11,000- Rs. 15,000

20

20.0

More than Rs. 15,000

16

16.0

Total

100

100.0

Fig 5.6: Frequency and percentage 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: Frequency and Percentage of respondents about service after sales

SERVICE AFTER SALES

FREQUENCY

PERCENT

Yes

64

64.0

No

36

36.0

Total

100

100.0

Fig 5.7: Frequency and Percentage 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 and Percentage of respondents about where to prefer to

buy the water purifier

PREFER TO BUY

FREQUENCY

PERCENT

Retail Outlet

30

30.0

Franchisee Dealer

21

21.0

Demo at your doorstep

49

49.0

TOTAL

100

100

Fig 5.8: Frequency and Percentage of respondents about where to prefer to

buy the water purifier

INTERPRETATION
The above data has given frequency and percentage of respondents about where to
prefer to buy the water purifier 1)Retail Outlet 2)Franchisee dealer 3) Demo at

your doorstep. Out of 100 respondents, 49 % (49) of people prefer to buy water
purifier from demo at your doorstep, 30 % (30) of people prefer to buy water
purifier from retail outlet and 21 % (21) of people prefer to buy water purifier from
franchisee dealer.
Table 5.9: Frequency and Percentage of respondents about warranty of water
purifier
WARRANTY

Frequency

Percent

6 Months

43

43.0

1 year

40

40.0

2 Year

17

17.0

Total

100

100.0

Fig 5.9: Frequency and Percentage of respondents about warranty of 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
The above data has told, frequency and percentage of respondents about what
comes customers mind first i.e. Price or Health or Both. Out of 100 respondents,

45 % (45) of respondents have given their view that both that is price as well as
health and safety. Percentage of respondents who are only concern about health
and safety was found 39 % (39).Percentage of respondents who are concern about
only price was found 16 % (16).
Table 5.11: Frequency and Percentage of respondents about market activities
Market activities

Frequency

Percent

Road Show

55

55.0

Visual Merchandising

30

30.0

Others

15

15.0

Total

100

100.0

Fig 5.11: Frequency and Percentage of respondents about market activities of

Pure it

INTERPRETATION
T he above data has given frequency and percentage of respondents about market
activities of Pure it i.e. Road show, Visual Merchandising and others. Out of 100
respondents, 55 % of respondents have given their view, they see the road show of
HUL product that is Pure it water purifier. Percentage of respondents who have
given their view about visual merchandising was found 30 % (30) and 15 % (15) of
respondents have given their view other activities conducted by HUL company.

CROSS TABULATIONS

Table 5.12: Cross tabulation between Company and Taste of water

WHICH
COMPANY

Tastes good ,odorless ,looks clear

Total

Yes

No

Dont Know

Eureka Forbes

45

50

Hul

14

kent

10

Philips

10

Whirlpool

Any Other

Total

80

11

100

Fig 5.12: Cross tabulation between Company and Taste of water

INTERPRETATION
1. PERCENTAGE WITHIN COMPANY
A Eureka Forbes : Among the total 50 Eureka Forbes users
The view of Eureka Forbes users toward taste of water is good, odorless and
looks clear was

found, Yes 90 % (45), No- 2% (1), Dont know- 8% (4)

B Hul : Among the total 14 Pure it (Hul) users

The view of Hul users toward taste of water is good, odorless and looks clear was
found,
Yes 64.3 % (9), No- 14.3% (2), Dont know- 21.4% (3)

C Kent : Among the total 10 kent users

The view of Kent users toward taste of water is good, odorless and looks clear was
found,
Yes 90 % (9), No- 10% (1), Dont know- 0% (0)
D. Philips Among the total 10 Philis users
The view of Philips users toward taste of water is good, odorless and looks clear
was found,
Yes 80 % (8), No- 10% (10), Dont know- 10% (10)
F. Whirlpool: Among the total 7 Whirlpool users
The view of Whirlpool users toward taste of water is good, odorless and looks
clear was found,
Yes 51.1 % (4), No- 28.6% (2), Dont know- 14.3% (14.3)
G. Any Other: Among the total 9 any other water Purifier users
The view of any other Water purifier users toward taste of water is good, odorless
and looks clear was found, Yes 55.6 % (5), No- 22.2% (2), Dont know- 22.2%
(2)
2 PERCENTAGE WITHIN TASTE OF WATER
A Yes: Among the total 80 respondents for whom the taste of water is good,
odorless and looks clear.
The percentage of Eureka Forbes users, Hul users, kent users, Philips users,
whirlpool users was found 56.3% (45), 11.3% (9), 11.3 % (9), 10 % (8), 5 % (4),
6.3 % (5) respectively.

B No: Among the total 9 respondents for whom the taste of water is not good,
odorless and looks clear
The percentage of Eureka Forbes users, Hul users, kent users, Philips users,
whirlpool users was found 11.1% (1), 22.2% (2), 11.1% (1), 11.1 % (1), 22.2% (2),
22.2% (2) respectively.
C Dont know : Among the total 11 respondents ,they dont know the taste of
water is good, odorless and looks clear .The percentage of Eureka Forbes users,
Hul users, kent users, Philips users, whirlpool users was found 36.3% (4),
27.3% (3), 0 % (0), 9.1 % (1), 9.1 % (1), 18.2 % (2) respectively.

Table 5.13: Cross tabulation between Company and Service after sales

Which Company

Service after sales

Total

Yes

No

Eureka Forbes

30

20

50

Hul

14

Kent

10

Philips

10

Whirlpool

Any Other

Total

64

36

100

Fig 5.13: Cross tabulation between Company and Service after sales

INTERPRETATION
1. PERCENTAGE WITHIN COMPANY
A Eureka Forbes : Among the total 50 Eureka Forbes users

The view of Eureka Forbes users toward service after sales was found, Yes 60 %
(30), No- 40% (20)
B Hul: Among the total 14 Hul users
The view of Hul users toward service after sales was found, Yes 64.3% % (9),
No- 35.7% (5)
C Kent : Among the total 10 Kent users
The view of Kent users toward service after sales was found, Yes 80 % (8), No20% (2)
D.Phillips: Among the total 10 Phillips users
The view of Phillips users toward service after sales was found, Yes 70 % (7),
No- 30% (3)
D Whirlpool : Among the total 7 Whirlpool users
The view of Whirlpool users toward service after sales was found, Yes 71.4% (5),
No- 28.6% (2)
E Any other: Among the total 9 Any other users
The view of any other users toward service after sales was found, Yes 55.6% (5),
No- 44.4% (4)

2. PERCENTAGE WITHIN SERVICE AFTER SALES

A Yes: Among the total 64 respondents for whom services provided by company
is good.The percentage of Eureka Forbes users, Hul users, kent users, Philips
users, whirlpool users was found 53.1% (30), 7.8% (9), 12.5 % (8), 10.9 % (7),
7.8 % (5), 7.8 % (5) respectively.

B No: Among the total 36 respondents for whom services provided by company is
not good.The percentage of Eureka Forbes users, Hul users, kent users, Philips
users, whirlpool users was found 44.4% (20), 25.0% (5), 5.6% (2), 8.3 % (3),
5.6% (2), 11.1% (4) respectively.

Table 5.14: Cross tabulation between Company and Market Activities

Which
company

Total
Market Activities
Road Show

Visual
Merchandisin
g

Others

Eureka Forbes 22

18

10

50

Hul

14

Kent

10

Philips

10

Whirlpool

Anyother

Total

49

33

18

100

Fig 5.14: Cross tabulation between Company and Market Activities

INTERPRETATION
1 PERCENTAGE WITHIN COMPANY
A Eureka Forbes : Among the total 50 respondents
The view of respondents toward market activities was found, Road show-44%
(22), Visual Merchandising-36% (18), Others- 20 %( 3)

B Hul : Among the total 14 Pure it (Hul) users

The view of respondents toward market activities was found, Road show-35,7%
(5), Visual Merchandising-42.9% (6), Others- 21.4 %(10)
C Kent : Among the total 10 kent users
The view of respondents toward market activities was found, Road show-50% (5),
Visual Merchandising-40% (4), Others- 10 %( 1)
D. Philips Among the total 10 Philis users
The view of respondents toward market activities was found, Road show-60% (6),
Visual Merchandising-20% (2), Others- 20 %( 2)
E. Whirlpool: Among the total 7 Whirlpool users
The view of respondents toward market activities was found,
Road show-71.3% (5), Visual Merchandising-14.3% (1), others- 14.3 %( 1)
F Any Other : Among the total 9 any Other water Purifier users
The view of respondents toward market activities was found, Road show-66.7%
(6), Visual Merchandising-22.2% (2), others- 11.1 %( 1)
2 PERCENTAGE WITHIN MARKET ACTIVITIES
A Road Show: Among the total 49 respondents, who saw the road show of
water Purifiers.The percentage of road show of Eureka Forbes , Hul , kent ,
Philips , whirlpool and any other water purifiers was found 44.9% (22), 10.2%
(5), 10.2 % (5), 12.2 % (6), 10.2 % (5), 12.2 % (6) respectively.
B Visual Merchandising: Among the total 33 respondents, who saw the visual
merchandising of water Purifiers. The percentage of visual merchandising of
Eureka Forbes , Hul , kent , Philips , whirlpool and any other water purifiers

was found 54.5% (18), 18.2% (6), 12.1 % (4), 6.1 % (2), 3.0 % (1), 6.1 % (2)
respectively.
C. Any other: Among the total 18 respondents, who saw the other market
activities of water Purifiers.The percentage of any other market activities of Eureka
Forbes , Hul , kent , Philips , whirlpool and any other water purifiers was found
56.6% (10), 16.7% (3), 5.6 % (1), 11.1 % (2), 5.6 % (1), 5.6 % (1) respectively
Table 5.15: Cross tabulation between Company and Cost Price of Water
Purifier

Which
company

Total
Cost
Rs1000-Rs
5000

Rs5000Rs10000

Rs 10000- Above
Rs15000
15000

Rs

Eureka
Forbes

22

14

50

Hul

14

Kent

10

Philips

10

Whirlpool

Anyother

Total

37

27

20

16

100

Fig 5.15: Cross tabulation between Company and Cost Price of Water
Purifier

INTERPRETATION
1 PERCENTAGE WITHIN COMPANY
A. Eureka Forbes: Among the total 50 respondents
The view of respondents toward cost of water purifier they are using and wants to
use was found,
Rs 1000 to Rs 5000-44 % (22), Rs 6000 to Rs 10000-28 %( 14), Rs 11000 to Rs
15000-16% (8), Above Rs 15000-12% (6)
B Hul: Among the total 14 Pure it (Hul) users
The view of respondents toward cost of water purifier they are using and wants to
use was found,
Rs 1000 to Rs 5000-42.9 % (6), Rs 6000 to Rs 10000-21.3 %( 3), Rs 11000 to Rs
15000-28.6% (4), Above Rs 15000-7.1% (1)
C Kent : Among the total 10 kent users
The view of respondents toward cost of water purifier they are using and wants to
use was found,
Rs 1000 to Rs 5000-30 % (3), Rs 6000 to Rs 10000-30 %( 3), Rs 11000 to Rs
15000-10% (1), Above Rs 15000-30% (3)

D: Philips Among the total 10 Philis users

The view of respondents toward cost of water purifier they are using and wants to
use was found,
Rs 1000 to Rs 5000-30 % (3), Rs 6000 to Rs 10000-40 %(4), Rs 11000 to Rs
15000-10% (1), Above Rs 15000-20% (2)
E. Whirlpool: Among the total 7 Whirlpool users
The view of respondents toward cost of water purifier they are using and wants to
use was found,
Rs 1000 to Rs 5000-14.3 % (1), Rs 6000 to Rs 10000-0 %(0), Rs 11000 to Rs
15000-42.9% (3), Above Rs 15000-42.9% (3)
F Any Other : Among the total 9 any Other water Purifier users
The view of respondents toward cost of water purifier they are using and wants to
use was found,
Rs 1000 to Rs 5000- 22.2% (2), Rs 6000 to Rs 10000-33.3 %( 3), Rs 11000 to Rs
15000-33.3% (3), Above Rs 15000-11.1% (1)

2.PERCENTAGE WITHIN COST

A.Rs 1000-Rs 5000: Among the total 37 respondents
The percentage of respondents who are using Eureka Forbes, Hul, Kent, Philips,
Whirlpool and any other companys water purifier, the cost of Rs 1000-Rs 5000
was found 59.5 %(22),16.2 % (6),81.1 % (3),81.1% (3),2.7 % (1),5.4% (2)
respectively.
B.Rs 5000-Rs 10000: Among the total 27 respondents
The percentage of respondents who are using Eureka Forbes, Hul, Kent, Philips,
Whirlpool and any other companys water purifier, the cost of Rs 5000-Rs 10000
was found 51.9 %(14),11.1 % (3),11.1 % (3),14.8% (4),0 % (0),11.1% (3)
respectively.
C. Rs 10000-Rs 15000: Among the total 20 respondents
The percentage of respondents who are using Eureka Forbes, Hul, Kent, Philips,
Whirlpool and any other companys water purifier, the cost of Rs 10000-Rs 15000
was found 40 %(8),20 % (4),5 % (1),5% (1),15 % (3),15% (3) respectively.
D Above thanRs 15000: Among the total 16 respondents
The percentage of respondents who are using Eureka Forbes, Hul, Kent, Philips,
Whirlpool and any other companys water purifier, the cost of above Rs 15000

was found 37.5 %(6),6.3 % (1),18.8 % (3),12.5% (2),18.8 % (3),6.3% (1)

respectively.

Table 5.16: Cross tabulation between Have a water purifier and Cost Price of
Water Purifier

Have

a Cost

Total

water

Rs1000-Rs

Rs5000-

Rs 10000- Above

Purifier

5000

Rs10000

Rs15000

15000

Yes

17

12

11

48

No

20

15

12

52

Total

37

27

20

16

100

Rs

Fig 5.16: Cross tabulation between Have a water purifier and Cost Price of
Water Purifier

INTERPRETATION
1.PERCENTAGE WITHIN WATER PURIFIER
A.Yes: Among the total 48 respondents have water purifier

The percentage of respondents are using cost of water purifier Rs 1000-Rs 5000
was found 35.4 % (17)
The percentage of respondents are using cost of water purifier Rs 5000-Rs 10000
was found 25 % (12)
The percentage of respondents are using cost of water purifier Rs 10000-Rs 15000
was found 16.7 % (8)
The percentage of respondents are using cost of water purifier above Rs 15000 was
found 22.9 % (11)
B.No: Among the total 52 respondents dont have water purifier
The percentage of respondents who wants to buy water purifier from Rs 1000-Rs
5000 (if they will use water purifier in future) was found 38.5% (20)
The percentage of respondents who wants to buy water purifier from Rs 5000-Rs
10000 (if they will use water purifier in future) was found 28.8 % (15)
The percentage of respondents who wants to buy water purifier from Rs 10000-Rs
15000 (if they will use water purifier in future) was found 23.1% (12)
The percentage of respondents who wants to buy water purifier from more than Rs
15000 (if they will use water purifier in future) was found 9.6 % (5)

2.PERCENTAGE WITHIN COST OF WATER PURIFIER

A Among the total 37 respondents, view about cost of Rs 1000- Rs 5000
water purifier
Yes: The percentage of respondents who are using water Purifier, cost of Rs 1000Rs 5000 was found 45.9 %( 17)
No: The percentage of respondents who are not using water Purifier, cost of Rs
1000-Rs 5000 was found 54.1% (20)
B. Among the total 27 respondents, view about cost of Rs 5000- Rs 10000
water purifier
Yes: The percentage of respondents who are using water Purifier, cost of Rs 5000Rs 10000 was found 44.4 %( 12)
No: The percentage of respondents who are not using the water Purifier, cost of Rs
5000-Rs 10000 was found55.6 % (15)
C . Among the total 20 respondents, view about cost of Rs 10000- Rs 15000
water purifier
Yes: The percentage of respondents who are using water Purifier, cost of Rs
10000-Rs 15000 was found 40 % (8)

No: The percentage of respondents who are not using water Purifier, cost of Rs
10000-Rs 15000 was found60 % (12)
D. Among the total 20 respondents, view about cost of more than Rs 15000
water purifier
Yes: The percentage of respondents who are using water Purifier, cost of more than
Rs 15000 was found 68.8 % (11)
No: The percentage of respondents who are not using the water Purifier, cost of
more than Rs 15000 water Purifier was found31.2 % (5)

Table 5.17: Cross tabulation between Which Company and Prefer to buy the
product
Which
company

Prefer to buy the product

Total

Retail Outlet

Franchisee
Dealer

Demo at your
doorstep

Eureka Forbes

15

10

25

50

Hul

14

Kent

10

Philips

Whirlpool

Any other

Total

30

30

40

100

Fig 5.17: Cross tabulation between Which Company and Prefer to buy the
product

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 Philis 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.AnyOther : 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)

2. PERCENTAGE WITHIN PREFER TO BUY THE PRODUCT

A.Retail Outlet: Among the total 30 respondents
The percentage of people who prefer to buy the Eureka Forbes water Purifier from
Retail Outlet was found 52% (13).The percentage of people who prefer to buy the
Hul water Purifier from Retail Outlet was found 20 %( 5).The percentage of people
who prefer to buy the Kent water Purifier from Retail Outlet was found 8% (2).The
percentage of people who prefer to buy the Philips water Purifier from Retail
Outlet was found 12% (3).The percentage of people who prefer to buy the
whirlpool water Purifier from Retail Outlet was found 0 %( 0).The percentage of
people who prefer to buy the any other water Purifier from Retail Outlet was found
8% (2)
B.Franchisee Dealer: Among the total 30 respondents
The percentage of people who prefer to buy the Eureka Forbes water Purifier from
Franchisee Dealer was found 49%(24).The percentage of people who prefer to buy
the Hul water Purifier from Franchisee Dealer was found 14.3% (7).The
percentage of people who prefer to buy the Kent water Purifier from Franchisee
Dealer was found 8.2 % (4) .The percentage of people who prefer to buy the
Philips water Purifier from Franchisee Dealer was found 10.2 %( 5).The
percentage of people who prefer to buy the whirlpool water Purifier from

Franchisee Dealer was found 8.2 % (4).The percentage of people who prefer to buy
the any other water Purifier from Franchisee Dealer was found 10.2% (5)
C.Demo at your door step: Among the total 40 respondents
The percentage of people who prefer to buy the Eureka Forbes water Purifier from
Demo at your door step was found 43.8% (7).The percentage of people who prefer
to buy the Hul water Purifier from Demo at your door step was found 6.3 %
(1).The percentage of people who prefer to buy the Kent water Purifier from Demo
at your door step was found 12.5% (2) .The percentage of people who prefer to buy
the Philips water Purifier from Demo at your door step was found 6.3 %( 1).The
percentage of people who prefer to buy the whirlpool water Purifier from Demo at
your door step was found 18.8 % (3).The percentage of people who prefer to buy
the any other water Purifier from Demo at your door step was found 12.5% (2)

CHAPTER -5
RECOMANDATION
&
CONCLUSION

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 theproduct.
Should focus more on brand awareness.
Technological & other aspects should be re considered and re-christened

CONCLUSION
I had conducted the market survey in the town of Hyderabad &Secundrabad in
Andhra Pradesh.
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 Hyderabad and
Secundrabad 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.

CHAPTER -6
ANNEXURE

BIBOLOPGRAPHY
Prasad, L.M , Organizational Behavior, New Delhi: Sultan Chand & Sons,
2008
SubbaRao. P Principle of Human Management,. Publisher 1999
R P Hooda, Statistics for Business and Economics, third editions 2003
Dr. C.B. Gupta , Marketing Management, page no.-52 Sultan Chand & Sons
2008

WEBLIOGRAPHY

www.scribd.com
www.ashaweld.com
www.managementparadise.com
www.indianfoline.com
www.slideshare.com
www.hul.com

QUESTIONNAIRE
OBJECTIVE: To do a in-depth survey of water purifiers available in the market
and to arm you with the information with which you can select the best water
purifier device suitable for your home.
1. Do you use any kind of water purifier at home?
Yes

No

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

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 odourless, and looks clear?
Yes

No

Dont 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

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

Health & Safety

Name :
Age :
Sex:M/F
Address:
Occupation: Contact No:-

Both