WATER PURIFIER

RESEARCH METHODOLGY
Process Sampling method-Survey via Questionnaire Sample Size-60 Population-Rural Sample-Village in Karjat Type of research-Exploratory/Descriptive Assumption-General awareness about Water purifier Limitation: Bias in reporting certain data(Income, willingness to buy etc.)

DRIVERS & CHALLENGES

CURRENT MARKET
Water Purifier market is valued at INR 9 bn in 2009 expected to reach INR 32 bn in 2013  The market is dominated by the organized sector Water purifiers generally use chemical purification, ultraviolet treatment and filtration, or reverse osmosis techniques  The market has tremendous growth potential as only 7% of Indians use non manual water purification method

The UV purifier market is estimated to be growing at a lower rate than the chemical based segment

Expensive and not the preferred option in many areas, have a smaller share of the market when compared with UV purifiers and chemical based systems

Chemical based water purifiers are much cheaper than UV and reverse osmosis systems & do not require electricity.

PENETRATION OF HOUSEHOLD WATER PURIFIERS IN INDIA

Source: R S Rajan, vice president, consumer marketing, Ion Exchange India Limited, Mumbai, personal communications, February 20, 2008

MARKET SHARE
UV and Resin based purifiers are the most widely used water purifiers in Urban India Chemical based purifiers, Aquasure and Pureit, together account for 20% of water purifiers sold UV water purifier-2/3 Reverse osmosis purification systems and chemical purifiers-1/3

FAMILY INCOME
less than 5k
14%

5k-10k

10k-15k

more than 15k

36%

18%

32%

PREFERED RANGE FOR THE PRODUCT

less than 1k

1k-2k

2k-3k

more than 3k

22% 29%

18%

31%

WILLINGNESS TO BUY

YES

NO

28%

72%

ILLEFFECTS OF UN-PURIFIED WATER

NOT AWARE

AWARE

40%

60%

AVAILABILITY OF WATER PURIFIER

YES

NO

23%

77%

BRAND AWARENESS

aquaguard pure-it
0% 3%

kent others

31%

51%

15%

PRODUCT
BRAND SHUDH PRODUCT Water Purifier TYPE Gravity based purifier LOGO -

PRODUCT FEATURES
SHUDH is an elegantly designed multistage water purifier with power boiling Has an Electronic Monitoring system to ensure pure water or no water The 3 components, sediment filter, activated carbon block, and UV chamber ensure pure, safe drinking water Auto Power shut off to save unnecessary power consumption

PRODUCT FEATURES
Can be placed on a counter or mounted on a wall Convenient water filling tray Do not require Electricity to operate Purify 3000 litres of water enough for a family of 5 on an average Water outflow of 2 liter/min Cost 1,500 INR Require a cartridge change costing only 250 INR

MARKETING OBJECTIVE
Generate a 10% increase of customers turned associates per year Increase customer referrals by 3% a quarter

FINANCIAL OBJECTIVE
A double digit growth rate for each successive year 65% of the revenue stream to come from recurring revenue

MARKET NEEDS
SHUDH is providing high-quality water filtration systems that are far more affordable than traditional boring water Following benefits to the customers: Personal Service: All interactions will be with the salesperson at a friendly, personal level High Quality: Only quality products will be sold

SEGMENTATION

DEMOGRAPHIC SOCIAL CLASS- Middle , Lower middle class & Lower strata of economy

PSYCHOGRAPHIC GEOGRAPHIC Rural & Semi-rural market The immediate geographic target is Karjat Are cognizant about their health Eliminate bacteria and viruses that cause waterborne disease (polio, hepatitis, diarrhoe a, dysentery, cholera, gast roenteritis and typhoid)

TARGETING
Rural families with a family income ranging from less than 5K more than 15K Villages in almost all the states across India A large geographic area is in need of the products

POSITIONING
BRAND SHUDH Cost effective Customer centric organization servicing the market need for purified water The single objective is to position SHUDH as the premier resource for home water filtration needs.

4 P s MODEL
PRODUCT/ACCEPTABILITY Suitable for all type of raw water Easy availability nationwide Many stages of water purification process Automatic membrane cleaning system No running water PRICE/AFFORDABILITY Product price range starts from 1800 2500 Low cost of maintenance & consumable Low cost for product Best price from other competitors Example: Rs Eureka(aqua flow dx) - 5990 Philips - 6230

4 P s MODEL OF SHUDH
PROMOTION/AWARENESS Local newspaper ads Theater Promotion through radio Salesmen PLACE /AVAILABILITY Independent dealers Door-to-door sales force Haats, Melas

4 A s MODEL
AVAILABILITY The main problem is to reach the retailer. Logistics. supply chain. AFFORDABILITY survey through questionnaire. what price we can sell our product. we have priced our product at reasonable price.

4 A s MODEL
ACCEPTABILITY most important theme of marketing mix is acceptability. conducted survey . Based on the research and findings we have designed shudh . AWARENESS will create awareness about our product through advertisements, various promotional activities. packaging, slogan, name, et c. will reach the customers through commercials on media like T.V, radio and outdoor. Awareness programs will be held .

SWOT ANALYSIS
STRENGHTS Direct Sales Strategy Strong dealer sales network A wide range of personal contacts Focused customer attention Quality products WEAKNESSES Service network in suburbs Catering to unlimited customer After sales service Falling short to serve huge customer base Limited by who you know. Labor intensive to make initial sales. Currently a limited product line

SWOT ANALYSIS
OPPORTUNITIES By providing very strong service network in metros, than there will be no space for competitor Multi-level business model that generates multiple revenue streams from associates. Customers are typically personal contacts with trust bonds already formed. THREATS General awareness in consumer Competitors At times source of water Government policies Dealers or retailers A change in public perception regarding network marketing organizations

COMPETITORS
Ion Exchange (ZERO-B) Singer The Delta -> carbon copy of Aqua guard Alfa Water Purifiers Symphony s Spectrum The Sam Group -> Water Doctor purifier Batliboi