Description
Since 1993, KIOSK Information Systems has led the industry in design and manufacturing of self-service kiosks. The team is a "cradle to grave" service organization that takes full ownership in the success of customer programs - from initial solution design to manufacturing and field services.
A
PROJECT REPORT ON
A Study on marketing mix & competitive analysis of
“Pure it” (HUL)
Submitted By:
Smruti Ranjan Das
Roll No. 0!
P"D#$R# %00!$&&
'NDER T(E "')DANCE O*
Dr. R. Padmaja
+Assistant Pro,. #ar-etin./
)N PART)A0 *'0*)0#ENT *OR T(E A1ARD O* T(E DE"REE O*
POST "RAD'ATE D)P0O#A )N #ANA"E#ENT
+RETA)0 2 #AR3ET)N"/
)NST)T'TE O* P'B0)C ENTERPR)SE
1
OS#AN)A 'N)4ERS)T5 CA#P'S
(5DERABAD 6 700 008
DECLARATION
I, Smruti Ranjan Das, a student of PGDM-RM (2009-11) studying at IPE (Institute of
Public Enterprise), Hyderabad, soemny de!are t"at t"e #roje!t $or% tited- ‘A Study
on Effectiveness of Kiosk-based sales cannel ! co"petitive analysis of #Pure it$
(H%&)' $as !arried out &y me at 'industan (nie)er *imited+ 'ydera&ad, in #artia
fufiment of t"e PGDM #rogramme,-"is #rogramme $as underta%en as a #art of
a!ademi! !urri!uum a!!ording to t"e (ni)ersity rues and norms and &y no !ommer!ia
interest and moti)es,
Place:
Date
Smruti Ranjan Das
PGDM-RM (!"#
$"-%%
2
AC&NO'LEDGEMENT
I fee great #easure for t"e !om#etion of t"is #roje!t, .t t"e )ery outset I $oud
e/#ress my sin!ere t"an%s and dee# sense of gratitude to #ersonne $"o "e#ed me
during t"e !oe!tion of data and ga)e me rare and )aua&e guidan!e for t"e
#re#aration of t"is re#ort,
I am t"an%fu to Prof () K) *isra, +irector of IPE and Prof +r ,) Srikant, P-+*-
(* .o-ordinater for gi)ing us su!" a $onderfu o##ortunity to $or% $it" !or#orate as a
#art of our #roje!t $or% and !onstanty moti)ating rig"t from t"e &eginning,
I t"an% Assistant prof +r K)Pad"a/a, Assistan Prof) *arketin0 for "is !ontinuous
#atien!e and su##ort,
I ta%e t"is o##ortunity to e/#ress my dee# sense of gratitude and a##re!iation to my
#roje!t guide *r) Souba0ya 1is2al (Area sales *ana0er, Hindustan %nilever &td) for
assistan!e, moti)ation, and &eing a !ontinua sour!e of en!ouragement for me,
I $oud i%e to t"an% *r) +) *itra, 1usiness +evelop"ent E3ecutive (1+E), *r)
,enkat (avi, 4erritory Sales 5fficer (4S5), *r) A/ay,4erritory Sales 5fficer(4S5)
,H%&$ Pure it$ Hyderabad, for a$ays "e#ing me rig"t from t"e &eginning of t"e
Proje!t, I am t"an%fu to my #roje!t guide *r) -) (a"u, 6one sales officer for "is timey
guidan!e, !oo#eration and en!ouragement,
3
I ta%e o##ortunity to t"an%s a my friends and aso t"an% a #eo#e $"o dire!ty or
indire!ty !on!erned $it" t"is #roje!t, I aso e/#ress my gratitude to my #arents $"o gi)e
a !onstant su##ort and o)e t"roug"out my ife and !areer,
SMR(TI RAN)AN DAS
.574E74S
C*a+ters
Pa,e N-.
Introdu!tion000000000000000000000000000 (1- 1)
Mar%et Resear!"0000000000000000000000000, ,(2 -3)
4&je!ti)es0000000000000000000000000000, (5)
Met"odoogy000000000000000000000000000, (6)
Data 7oe!tion00000000000000000000000000,, (8)
S!o#e 9 Im#ortan!e of study000000000000000000000, (9)
Dire!t Mar%eting000000000000000000000000,,,,,,,,, (10)
Seing Strategy .do#ted00000000000000000000000, (11)
Mar%eting Mi/000000000000000000000000000,, (12)
*imitation of t"e study000000000000000000000000 (12)
4
C*a+ters
Pa,e N-.
I
(S-R; PR4<I*=00000000000000000 (11-15)
74MP.:; PR4<I*=00000000000000000, (16-22)
74MP=-.-I>= .:.*;SIS00000000000000,, (23-12)
D.-. PR=S=:-.-I4: 9 .:.*;SIS0000000000, (11-50)
74:7*(SI4:0000000000000000000,,,,,,, (51)
R=74MM=.-I4:S00000000000000000 (52)
?I?*I4GR.P';0000000000000000000,, (51)
.PP=I7=S
@uestionnaire00000000000000000000000000,,, (52-53)
5
C/APTER-%
6
INTROD(CTION
Sin!e 1991, AI4SA Information Systems "as ed t"e industry in design and manufa!turing of
sef-ser)i!e %ios%s, -"e team is a B!rade to gra)eB ser)i!e organiCation t"at ta%es fu o$ners"i#
in t"e su!!ess of !ustomer #rograms - from initia soution design to manufa!turing and fied
ser)i!es, AI4SA "as #artnered $it" !ients in a fu !om#ement of )erti!a mar%ets, transforming
sef-ser)i!e !on!e#ts to de#oyed soutions, Proje!ts range from traditiona a##i!ations i%e
retai, order entry, and "uman resour!es to "ig"y s#e!iaiCed soutions in &an%ing, "eat"!are,
air#ort se!urity, and outdoor ti!%eting, Dit" 100,000E %ios%s de#oyed a!ross t"is &road mar%et
s#e!trum, AI4SAFs a&iities in !ustomiCed design, so#"isti!ated #eri#"era integration, )oume
manufa!turing, and fied ser)i!es "a)e &een e/er!ised far dee#er t"an any industry !om#etitor,
7ients $it" 800 - 1000 unit nation$ide de#oyments su!" as .-9-, Da-Mart, Safe$ay,
Pe#si7o, Sony, 'P, and -I4 set t"e standards &ar "ig", and AI4SA "as !onsistenty #ro)en t"e
a&iity to e/e!ute at e)ery stage of t"e #rogram ife !y!e,
Aios%s system is used for saes #ro!essing and in)entory tra!%ing, -raditionay, %ios%s
$ere sim#y manned saes &oot"s generay o!ated in s"o##ing !enters, -oday, %ios%s system "as
&e!ome ee!troni!ay-&ased, intera!ti)e terminas t"at ao$ users to !ondu!t &usiness or a!!ess
t"e Internet, Aios%s system te!"noogy is &e!oming a mu!" more !ommon met"od to !ondu!t
&usiness, in!rease saes, intera!t $it" !ustomers, and e)en !ondu!t interna &usiness o#erations
7
su!" as "uman resour!e fun!tions, Aios%s system !an &e found in a $ide )ariety of o!ations
in!uding !ity streets, s"o##ing mas, air#orts, restaurants, retai stores, and non-retai &usiness
offi!es, Some !ommon a##i!ations of intera!ti)e %ios%s systems in!ude .-M %ios%s, Internet
%ios%s, store gift registries and gift !ard %ios%s, saes and mar%eting %ios%s, &i #ayment %ios%s,
gaming, %ios%s, sef !"e!% out %ios%s, "uman resour!e %ios%s, and e-!ommer!e %ios%s,
Aios%s systems #ro)ide fun!tionaity t"at !an aso &e in!or#orated into a sef ser)i!e %ios%,
. #oint of sae system is !om#uter-&ased system t"at ao$s &usinesses to !a#ture saes data and
ot"er !ustomer transa!tions, Aios%s systems are a)aia&e for t"e smaest retai &usiness to t"e
argest go&a !ongomerate,. s"o##ing ma or outdoor !enter is t"e most !ommon #a!e to find
mer!"ant-manned %ios% &usinesses, Sometimes t"ese sma &oot"s oo% i%e !arts, reminis!ent of
#edders from !enturies #ast, -"e mer!"ant #ays a renta fee to t"e o$ner of t"e s"o##ing !enter
for t"e use of t"e %ios%,7ustomers $a% &y t"e %ios% and !an easiy )ie$ t"e items for sae, -"e
saes asso!iate may greet !ustomers as t"ey $a% &y and try to dra$ t"eir attention, Sometimes,
demonstrations of t"e #rodu!t are "ed on t"e s#ot, 7onsumers t"en #ur!"ase items dire!ty from
t"e %ios%,
8
MAR&ET RESEARC/
Intr-0ucti-n:
(suay it is said t"at if mar%eting $oud &e a train, t"en mar%et resear!" $oud &e t"e
o!omoti)e, In ot"er $ords, mar%et resear!" s"oud ideay &e t"e starting #oint of any mar%eting
e/er!ise, 7ondu!ting any mar%eting e/er!ise - &e it reated to #ri!ing, #romotion or distri&ution
of a #rodu!t or ser)i!e, $it"out resear!"ing t"e #otentia mar%et is as sensi&e as setting out to
se sand in t"e Sa"ara Desert, Mar%et resear!" #ro)ides t"e ans$ers to a t"e Guestions t"at
generay o!!u#y t"e minds of mar%eters, at e)ery stage of t"e mar%eting #ro!ess,
Gr-1t* Tren0s in Mar2et Researc*
India, fastest gro$ing mar%et resear!" industry in t"e $ord, $it" gro$t" rates at around 11 H
(2005-06) , 7"ina is a distant se!ond gro$ing at 20 H, -"e siCe of t"e industry if of 393 !rore,
&ut t"e industry is gro$ing ra#idy $it" a ot of &usiness !oming from o)erseas, -"e &usiness
!oming from o)erseas from o)erseas in)o)es ot of outsour!ing as !ost ad)antages are
enormous, -"e #ro!essing of data is amost 30H !"ea#er in India, -"e #ro!essing of data is
amost 30H !"ea#er are in India t"an in de)eo#ed !ountries, -"e outsour!ing &usiness amounts
to amost for t"e 8 H industry and t"is figure is dou&ing in )aue e)ery year,
Aey Payers in Mar%et Resear!"I-
9
IMR? (Indian Mar%et Resear!" ?ureau)
I7MR (Indian 7oun!i of Mar%et Resear!")
Information Resour!e In!or#oration
D Grou# Information
. ,7, :iesen India P)t, *td,
MaritC Resear!"
Sc-+e -3 Mar2et Researc*
Many #eo#e t"in% t"at mar%eting resear!" is just a !onsumer sur)ey, as%ing !onsumers a&out
!ertain #rodu!t or ser)i!es, -"oug" !onsumer resear!" is an integra #art of mar%eting resear!",
t"e atter is Guite a #er)asi)e a!ti)ity, !o)ering t"e )arious ty#es of mar%eting #ro&ems t"at
!onfront t"e mar%eting manager, -"ere are )arious dis!ussion !onfined to t"e mar%et resear!"
$"i!" are as foo$s,
? Produ!t Resear!"
? Saes Resear!"
? 7ustomer Resear!"
? Pri!ing Resear!"
? .d)ertising Resear!"
10
O4)ECTI5ES
-"e foo$ings are t"e main o&je!ti)es of t"is resear!" #roje!t
? 'o$ to in!rease #rodu!ti)ity of saes in Aios%s
? 7om#etiti)e anaysis of JP(R= I-K
11
MET/ODOLOG6
T7+e -3 researc*-Descri+ti8e 9 E:+l-rat-r7 researc*
Des!ri#ti)e study is a fa!t finding in)estigation $it" an adeGuate inter#retation, It is t"e sim#est
ty#e of resear!" and is more s#e!ifi!, Mainy designed to gat"er des!ri#ti)e information and
#ro)ides information for formuating more so#"isti!ated studies, Des!ri#ti)e resear!", aso
%no$n as statisti!a resear!", des!ri&es data and !"ara!teristi!s a&out t"e #o#uation or
#"enomenon &eing studies,
Scalin, tec*ni;ue
<or t"e measurement of )aria&es,
mina S!ae is used $"i!" is t"e most $idey used s!ae in
mar%et resear!", $"ere res#ondents s#e!ify t"eir res#onse to a statement,
12
DATA COLLECTION
%. Primar7 Data
(A#.<uesti-nnaireI - . set of Guestions reated to t"e resear!" to#i! $as formuated, Res#onse
for ea!" Guestions in!uded in t"e Guestionnaire "as &een !oe!ted from t"e !ustomers,
(4#. Inter8ie1I - .#art from !oe!ting different res#onses from t"e !ustomers some e/tra
information "as &een o&tained t"roug" fa!e to fa!e inter)ie$ing a!ti)ity,
$. Sec-n0ar7 Data
? Se!ondary resear!" $as done to &uid an in-de#t" understanding of t"e %ios%(outrea!")
? Information from )arious #u&is"ed resour!es i%e India stat and ot"er resear!" &odies
$ere aso used to )aidate t"e mar%et figures and !ross-)aidate t"e data,
? Detaied anaysis of se!ondary information $as used to arri)e at t"e s#e!ifi! frame$or%s
#ro)ided in t"e re#ort,
=. Sam+lin, met*-0-l-,7: -"e sam#ing met"odoogy used isn Pro&a&iity sam#ing
te!"niGue-7on)enien!e sam#ing (. non #ro&a&iity sam#ing te!"niGue t"at attem#ts to o&tain a
sam#e of !on)enient eements, -"e see!tion of sam#ing unit is eft #rimariy to t"e inter)ie$er)
13
!. Sam+le si>e: I "ad !"osen 100 sam#es for t"e anaysis,
?. <uesti-nnaire: -"e Guestionnaire is formed in su!" a $ay t"at t"e information reGuired
for t"e study is a!Guired from ea!" item i,e, Guestions, 'ere I "a)e usedmina s!ae of
measurement to measure t"e res#ondentKs res#onses $it" ea!" of t"e series of t"e items in t"e
form of statements, -"e res#ondentsK !ategory range from "ouse$i)es 9 $or%ing $omen to
$or%ing men,
@. Sam+lin, 0esi,n:
I. See!tion of study area: 'ydera&ad and Se!undera&ad II. See!tion of Sam#e siCe: 100
SCOPE AND IMPORTANCE OA T/E ST(D6
-"e #roje!t aims to get us out of t"e !assroom and into t"e rea $ord of !om#aniesL !om#etitors,
mar%ets, managers and !ustomers, <or me, it o#ens t"e $ay for $a%ing into e/#erien!es, -"e
utimate goa of t"is resear!" is enormous $it" its true sense, P"ysi!ay and #ra!ti!ay, it s"o$s
t"e #otentia for t"e !om#any and me,
? -"e s!o#e of t"e #roje!t "e#s in anayCing t"e fa!tors, $"i!" infuen!e t"e referring
&e"a)ior of !ustomers,
? -"e s!o#e is su!" t"at t"e study "as &een !ondu!ted &y ta%ing sam#es from different
areas, $"i!" de#i!ts t"e o)era #i!ture,
? -"e resuts o&tained $i gi)e an o)er)ie$ of t"e different !riteria &ased on $"i!" an
e/isting !ustomer !an &e used to generate suffi!ient eads for t"e !om#any,
? -"e study !an &e "e#fu in ta%ing de!ision so as to im#ro)e t"e a##roa!" to$ards
!ustomers for getting referen!e and ser)i!e,
? -"is #roje!t aso "e#s to %no$ "o$ an organiCation $or%s in rea en)ironment and under
different mar%et s!enario,
Im+-rtance -3 Stu07:
14
-"e main #ur#ose of study is to in!rease t"e #rodu!ti)ity of %ios% (outrea!") regarding '(* Pure
it $ater #urifiers, -"e sur)ey $as !ondu!ted in 'ydera&ad and Se!undera&ad area not a &ut ony
some #arts "a)e in!uded for sur)ey, Due to s"ortage of time it $as not #ossi&e to !o)er t"e
$"oe areas, -"us t"e s!o#e of t"e study $as !om#eted $it" t"e time and resour!es a)aia&e,
Direct Mar2etin,
Dire!t Mar%eting is a met"od $"i!" "e#s to !reate a dire!t !onne!tion $it" t"e #otentia
!onsumer to o&tain an immediate res#onse and !uti)ate asting !onsumer reations"i#,
'industan (nie)er imited is t"e !om#any in India to doing dire!t mar%eting in $ater #urifier,
-oday it is .sia argest dire!t seing organiCation, It "as dire!t seing for!e tou!"ing 1,3
miion Indian "omes and adding 1000 !ustomers daiy, It "as deaers and distri&utors a!ross
t"e !ountry and o#erating in o)er to$ns and !ities,
A08anta,es -3 Direct Mar2etin,
? It is easy, !on)enient and #ri)ate,
? Pro)ides more !"oi!e to t"e !onsumer
? 7onsumers !an a)ai &est #ri!e as t"ere is no midde men in)o)ed,
? 'e#fu for t"e !om#anies to &uid a !ose and dire!t reation $it" t"e !onsumer,
? It sa)es t"e )aua&e time of t"e $or%ing and &usy #eo#e,
Disa08anta,es -3 Direct Mar2etin,
15
? 7onsumer !anKt tou!" and fee t"e #rodu!t &efore &uying
? -"e s!o#e of e/#ansion is imited in t"is %ind of mar%eting
? It "as "ig"er #er #erson !ost t"an ot"er form of ad)ertising,
? -"ere is a great s!o#e for miseading and de!ei)ing !ustomers &y dis"onest &usinessman,
? It may !ause irritation to t"e !onsumer t"roug" un$anted mai and s#am,
SELLING STRATEG6 ADOPTED
?e!ause of t"e o$ interest and sin!e t"e #rodu!t &enefits needs to &e demonstrated to t"e
!ustomers, !on)entiona distri&ution $as not )ia&e, 'en!e 'industan (nie)er imited !"ose t"e
ess tra)eed Dire!t Seing route,
-"e 'industan (nie)erKs saes man in $ater di)ision is !aed PD=, It "as t"ree streams for
seing of #rodu!t i,e, !od !as (door to door seing), outrea!" (Aios%) and !ini! ('os#ita), It is
a toug" jo& for t"ese saesmen $"o "a)e to go t"roug" t"e B!od !asB to get a sae, .t one #oint
of time, &e!ause of t"e aggressi)e nature of t"ese saes #ersons, #eo#e &e!ame s!ared e)en to
isten to t"ese saes #ersons,$ t"is aggression "as meo$ed do$n to a more #rofessiona
saes a##roa!",
Seing Strategy ado#ted &y !om#any are, 1, Dire!t Seing- Door-to-Door Seing 2, 4utrea!"
(Aios%) 1,7ini! ('os#ita)
Pr-0uct Se,mentati-n
16
'industan (nie)er ses different $ater-#urifiers on t"e &asis of !assifying t"eir utiity and
#ri!e afforda&iity, -"e $ater #urifiers are !assified as foo$sI
(1)Pure it !om#a!t M Rs 1000 L-
(2)Pure it M03 Mode M Rs 2000 L-
(1)Pure it .utofi MRs 1200 L-
(2)Pure it Mar)ea MRs 5900 L-
Mar2etin, Mi:
PROD(CT PRICE
a) =asiy a)aia&e nation$ide,
&)=asy to "ande,
!) Muti#e #rodu!ts aun!"ed for ea!" #rodu!t
ty#e,
a) Produ!t #ri!e range di)ided into four
segments to target different audien!es,
&) *o$ !ost of maintenan!e and
!onsuma&e,
!) ?est #ri!es offered $"en !om#ared
to ot"er !om#etitors,
PROMOTION PLACE
a).!ti)e su&s!ri#tion immediatey
&) Rig"t time instaation of #rodu!ts
!) Pro#ery re#air ser)i!es against #aid .M7Ks,
d) Ser)i!e during !ontra!t #eriod
a) (r&an edu!ated India t"at !ares for
t"eir famiy,
&) .reas #rone to diseases,
7) Strategi!ay !"osen o!ations for !at!"ing
t"e eye of #otentia !onsumers,
d) >arious stas near mar%et #a!es
LIMITATION OA T/E ST(D6
17
? -ime is t"e major !onstraint in t"e study
? My Study is !onfined to 100 res#ondents,
? Resear!" is done ony in some #arts of 'ydera&ad
? Res#ondents <atigue,
? Resear!"er ine/#erien!e,
? *anguage (-eugu)
C/APTER-$
18
IND(STR6 PROAILE
In t"e ast de!ade and more, t"e !ountry "as undergone many !"anges and one of t"e im#ortant
ones is t"at #eo#e "a)e &e!ome "eat" !ons!ious, Peo#e reaiCed t"at around 80 #er !ent of
diseases in India are !aused &y $ater-&orne mi!ro-organisms, .!!ording to a 2009 Dord 'eat"
4rganiCation re#ort, 1,1 &iion #eo#e a!% a!!ess to an im#ro)ed drin%ing $ater su##y, 88H of
t"e 2 &iion annua !ases of diarr"ea disease are attri&uted to unsafe $ater and inadeGuate
sanitation and "ygiene, and 1,8 miion #eo#e die from diarr"ea diseases ea!" year, -"e D'4
estimates t"at 92H of t"ese diarr"ea !ases are #re)enta&e t"roug" modifi!ations to t"e
en)ironment, in!uding a!!ess to safe $ater, Sim#e te!"niGues for treating $ater at "ome, su!"
as !"orination, fiters, and soar disinfe!tion, and storing it in safe !ontainers !oud sa)e a "uge
num&er of i)es ea!" year, Redu!ing deat"s from $ater&orne diseases is a major #u&i! "eat"
goa in de)eo#ing !ountries,
Dater #urifier are one of t"e most used %it!"en utiities ,.)aia&e in India ,$ater #urififi!ation
and &a!%#a!%ing is an industy in itsef in India,#orta&e >ersion of Dater #urifiers are a)aia&e
for !am#ing and "a%ing,Dater #urifi!ation met"ods in!ude t"e me!"aniCed )ersion as $e as t"e
age od and time-tested $ater #urifi!ation ta&ets,t"e Dater #urifi!ation #ro!ess in!udes
remo)ing !ontaminants from t"e ra$ $ater sour!e,Some of t"e "ome remedies for $ater
19
#urifi!ation are &oiing or t"e use of t"e "ouse"od !"ar!oa fiter,?ut t"ese do not ensure t"e
reGuired standard of $ater #urifi!ation t"us a #ro#er treatment is mandatory,-"atKs $"ere t"e
$ater #urifiers for "ome ste# in treatment of $ater &y oCone aso #ro)ides !ertain e)es of #urity,
'ater Puri3ier c-m+anies in In0ia
-"e main manufa!tures "a)ing t"e major s"are of t"e $ater #urifiers areI
=ure%a <or&es
P"ii#s
Aent
D"ir#oo
(s"a ?rita
.faa
Godrej
'i-te!"
Nai#an
Aenstar
Ma"araja D"iteine
4r#at
Oero ?
'ater Puri3ier Mar2et in In0ia $%
-"e $ater #urifi!ation and treatment industry in India, under siege from !"ea# im#orts of$ater
treatment #rodu!ts from 7"ina, is $or%ing to set standards for t"e $ater treatment industry in t"e
!ountry as a safeguard against Fs#uriousF #rodu!ts, -"is, is &eing done t"roug" a !ertifi!ation
#ro!ess, 'en!e, for t"e first time t"e industry "as #ut its "ead toget"er to !ome u# $it" a
soution,In a !ountry i%e India, $"ere $ater s!ar!ity is gro$ing &y t"e day, t"ere are too many
20
issues reating to $ater, -"is "as meant t"at t"ere are dime a doCen firms t"at are trying to ma%e
t"e &est of t"e situation,$ t"ere is a !amour for #ro#er standards,
In0ia 'ater Puri3ier Mar2et *as tremen0-us ,r-1t* +-tential
Go&ay more t"an one &iion #eo#e a!% a!!ess to safe drin%ing $ater and a##ro/imatey 2,2
?iion #eo#e a!% a!!ess to #ro#er sanitation, neary a of t"em in t"e de)eo#ing !ountries,
in!uding India, :eary a t"ird of t"e $ordFs #o#uation $ord$ide i)e in $ater-stressed areas,
-"is figure is e/#e!ted to rise to t$o-t"ird of t"e #o#uation &y 2023,Dit" in!reasing num&er of
#eo#e &e!oming !ons!ious of t"e ris%s of drin%ing !ontaminated $ater, t"e demand for $ater
#urifiers is rising ra#idy, In t"e #ast fe$ years, Indian $ater #urifier industry "as $itnessed an
e/#onentia gro$t" of 22H 7.GR, -"e $ater #urifier industry saes gre$ dramati!ay during
<;F09 as !om#ared to #re)ious fis!as due to im#ro)ing demand and e/#anding #rodu!tion
!a#a!ity, -"e industry sa$ "ig" gro$t" of rate 16H during <;F08 due to t"e in!reasing a$areness
for safe drin%ing $ater, -"e (> segment, $"i!" !onstitutes more t"an 33H of t"e industry and is
a %ey fo!us area for $ater #urifier manufa!turers, due to t"e "ig"er margins it offers, is e/#e!ted
to !ontinue its ra#id gro$t", .!!ording to Resear!", Indian Dater Purifier industry $i !ontinue
its gro$t" traje!tory and is e/#e!ted to $itness a turno)er gro$t" of more t"an 22H 7.GR
during t"e #eriod &et$een <;F11 and to <;F12,Resear!" !ondu!ted a sur)ey a!ross 10 major
!ities in India $it" 500 users of $ater #urifier to understand t"e mar%et siCe, gro$t" dri)ers,
issues and &uying &e"a)iour #atterns, -"e !ities !o)ered in sur)ey $ere, De"i, Mum&ai,
Ao%ata,7"ennai, ?angaore, 'ydera&ad, ."meda&ad, 7"andigar", Pune and ?"o#a,
21
C/APTER-=
22
COMPAN6 PROAILE
'industan (nie)er *imited ('(*) is IndiaFs argest fast mo)ing !onsumer goods 7om#any, $it"
eaders"i# in 'ome 9 Persona 7are Produ!ts and <oods 9 ?e)erages, '(*Fs &rands, s#read
a!ross 20 distin!t !onsumer !ategories, tou!" t"e i)es of t$o out
of t"ree Indians, -"ey endo$ t"e !om#any $it" a s!ae of !om&ined )oumes of a&out 2
miion tonnes and saes of neary Rs,11, 618 !rores, -"e mission t"at ins#ires '(*Fs o)er 13,000
em#oyees is to Badd )itaity to ifeB, Dit" 13 Po$er ?rands, '(* meets
e)eryday needs for nutrition, "ygiene, and #ersona !are $it" &rands t"at "e# #eo#e fee good,
oo% good and get more out of ife, It is a mission '(* s"ares $it" its #arent
!om#any, (nie)er, $"i!" "ods 31,33H of t"e eGuity, -"e rest of t"e s"are"oding is
distri&uted among 150,563 indi)idua s"are"oders and finan!ia institutions, . <ortune
300 transnationa, (nie)er ses <oods and 'ome and Persona 7are &rands in a&out 100
!ountries $ord$ide,
'(* is aso one of t"e !ountryFs argest e/#orters+ it "as &een re!ogniCed as a Goden
Su#er Star -rading 'ouse &y t"e Go)ernment of India, 4)er time '(* "as de)eo#ed
into a )ia&e 9 !om#etiti)e sour!ing &ase for (nie)er $ord$ide in 'ome and Persona
7are 9 <oods 9 ?e)erages !ategory of #rodu!ts, '(* is aso a go&a mar%eting arm for
see!t i!ensed (nie)er &rands and aso $or%s on &uiding !ategories $it" !ore !ountry
ad)antage su!" as &randed &asmati ri!e,
'(*Fs &rands - i%e *ife&uoy, *u/, Surf =/!e, Rin, D"ee, <air 9 *o)ey, PondFs,
Sunsi%, 7ini!, Pe#sodent, 7ose-u#, *a%me, ?roo%e ?ond, Aissan, Anorr-.nna#urna,
A$aity DaFs M are "ouse"od names a!ross t"e !ountry and s#an many !ategories -
soa#s, detergents, #ersona #rodu!ts, tea, !offee, &randed sta#es, i!e !ream and !uinary #rodu!ts,
-"ey are manufa!tured o)er 20 fa!tories a!ross India, -"e o#erations in)o)e o)er 2,000
23
su##iers and asso!iates, '(*Fs distri&ution net$or%, !om#rising a&out 2,000 redistri&ution
sto!%ists, !o)ering 5,1 miion retai outets rea!"ing t"e entire ur&an #o#uation, and a&out 230
miion rura !onsumers,
'(* &eie)es t"at an organisationFs $ort" is aso in t"e ser)i!e it renders to t"e
!ommunity, '(* is fo!using on "eat" 9 "ygiene edu!ation, $omen em#o$erment, and
$ater management, It is aso in)o)ed in edu!ation and re"a&iitation of s#e!ia or
under#ri)ieged !"idren, !are for t"e destitute and 'I>-#ositi)e, and rura de)eo#ment,
'(* "as aso res#onded in !ase of nationa !aamities L ad)ersities and !ontri&utes
t"roug" )arious $efare measures, most re!ent &eing t"e )iage &uit &y '(* in
eart"Gua%e affe!ted Gujarat, and reief 9 re"a&iitation after t"e -sunami !aused
de)astation in Sout" India, In 2001, t"e !om#any em&ar%ed on an am&itious #rogramme, S"a%ti,
-"roug" S"a%ti,'(* is !reating mi!ro-enter#rise o##ortunities for rura $omen, t"ere&y
im#ro)ing t"eir i)ei"ood and t"e standard of i)ing in rura !ommunities, S"a%ti aso in!udes
"eat" and "ygiene edu!ation t"roug" t"e S"a%ti >ani Programme, and !reating a!!ess to ree)ant
information t"roug" t"e iS"a%ti !ommunity #orta, -"e #rogram no$ !o)ers 13 states in ndia and
"as o)er 23,000 $omen entre#reneurs in its fod, rea!"ing out to 100,000 #us )iages and
dire!ty rea!"ing to 130 miion rura !onsumers, ?y t"e end of 2010, S"a%ti aims to "a)e
100,000 S"a%ti entre#reneurs !o)ering 300,000 )iages, tou!"ing t"e i)es of o)er 500 miion
#eo#e,
'(* is aso running a rura "eat" #rogramme M *ife&uoy S$ast"ya 7"etana, -"e
#rogramme endea)ours to indu!e ado#tion of "ygieni! #ra!ti!es among rura Indians and aims to
&ring do$n t"e in!iden!e of diarr"oea, It "as aready tou!"ed 82,5 miion #eo#e in
a##ro/imatey 21890 )iages of 8 states, -"e )ision is to ma%e a &iion Indians fee safe and
se!ure,
24
/-me care Bran0s
'(* "as a di)erse #ortfoio of &rands offering "ome !are soutions for miions of !onsumers
a!ross India,
25
Pers-nal care Bran0s
26
7om#anyKs #ersona !are &rands, in!uding ./e, Do)e, *u/, PondFs, Re/ona and Sunsi%, are
re!ogniCed and o)e &y !onsumers a!ross India, -"ey "e# !onsumers to oo% good and fee good
and in turn get more out of ife,
27
28
A--0 Bran0s
'(* is one of IndiaKs eading food !om#anies, 4ur #assion for understanding $"at #eo#e $ant
and need from t"eir food - and $"at t"ey o)e a&out it - ma%es our &rands a #o#uar !"oi!e
29
'ater +uri3ier
Pure It is t"e $ordKs most ad)an!ed in-"ome $ater #urifier, Pure It, a &rea%t"roug" offering of
'industan (nie)er ('(*), #ro)ides !om#ete #rote!tion from a $ater-&orne diseases,
unmat!"ed !on)enien!e and afforda&iity,
30
Pure It-?ue Pure It Maroon
A-ur +uri3ier sta,es -3 Pure It
Pure it #urifies your drin%ing $ater in four stages, &eginning $it" t"e remo)a of )isi&e dirt,
foo$ed &y t"e remo)a of "armfu #arasites and #esti!ide im#urities, -"en, t"e "armfu )iruses
and &a!teria are remo)ed and finay t"e $ater is rendered !ear, odour ess and great tasting &y
remo)ing remaining im#urities,
'ater Puri3iers -33ere0 B7 /(L
31
-"e most ad)an!ed in-"ome $ater #urifier in t"e $ordP Pure It, a &rea%t"roug" offering of 'industan (nie)er, !omes
$it" many uniGue &enefits M !om#ete #rote!tion from a $ater-&orne diseases, great !on)enien!e, and unmat!"ed
afforda&iity, Pure ItKs uniGue Germ %i Pro!essor
te!"noogy remo)es a "armfu )iruses and &a!teria and remo)es
#arasites and #esti!ide im#urities, gi)ing to #eo#e $ater t"atFs Fas safe as &oied $aterF, It assures your famiy of 100H
#rote!tion from a $ater-&orne diseases i%e jaundi!e, diarr"ea, ty#"oid and !"oera, D"atKs more, it doesnKt need gas,
ee!tri!ity or !ontinuous ta# $ater su##y, Peo#e $i &e furt"er reassured to %no$ t"at Pure It meets stringent
internationa !riteria of =n)ironment Prote!tion .gen!y (=P.), (S. for "armfu )irus and &a!teria remo)a,
P(R= I- M.R>=**. P(R= I- .(-4-<I**
P(R= I- M03 P(R= I- 74MP.7-
32
C/APTER -!
C-m+etiti8e anal7sis -3 CPure ItD
'*at is C-m+etiti8e Anal7sisE
7om#etiti)e .naysis is a #ro!ess of gat"ering and anayCing information a&out !om#etitors, t"eir
#ra!ti!es, #rodu!ts, strengt"s and $ea%nesses and &usiness trends in order to assess our #osition
in t"e mar%et and im#ro)e !om#anyKs #rodu!ts and mar%eting strategies,
33
'*at is t*e +ur+-se -3 C-m+etiti8e Anal7sisE
In todayFs mar%et, i must %no$ $"at !om#etitors are doing and $"at to do to stay a"ead of t"e
!om#etition, Many &usinesses &eie)e t"ey are #ro)iding a good #rodu!t to t"eir !ustomers, &ut
do not "a)e reia&e information s"o$ing "o$ !ustomers #er!ei)e t"eir #rodu!t or "o$ it
!om#ares to t"e !om#etition,. 7om#etiti)e .naysis #erformed &y an un&iased t"ird #arty is an
in)aua&e too &e!ause it !an "e# to !om#any for identify $ays to attra!t ne$ !ustomers, as $e
as %ee# t"e ones you "a)e satisfied $it" !om#anyKs #rodu!ts,
• Strengt"s and $ea%nessesI 'o$ !om#anyKs #rodu!t sta!%s u# against t"e !om#etition and
in $"at areas t"ey "a)e an edge o)er !om#anyKs #rodu!t and in $"at areas !om#anyKs
#rodu!t is su#erior,
• Identify !om#etitorsI >erify $"o your #rimary and se!ondary !om#etitors are,
• Im#ro)ementsI 'o$ and in $"at areas !om#anyKs #rodu!t, #ro!esses, and #ra!ti!es must
&e im#ro)ed to meet mar%et demands or to stay a"ead of t"e !om#etition,
• Mar%etingI D"at im#ro)ements !om#any needs to ma%e in mar%eting a##roa!" -
!om#any may $ant to "ig"ig"t $"y t"eir #rodu!t is a"ead of t"e !om#etition, or t"e
uniGue features t"at !onsumers desire,
/-1 can C-m+etiti8e Anal7sis *el+ estaBlis* c-m+an7Fs +r-0uct as a
mar2et lea0erE
7om#etiti)e .naysis gi)es to !om#any a reaisti! )ie$ of t"eir !om#etition and t"e o##ortunity
to identify im#ro)ement in areas i%e !ustomer ser)i!es, and mar%eting !aims, It !an "e# to
!om#are #rodu!ts #rior to ma%ing t"eir mar%eting and #romotiona de!isions,
7om#etiti)e .naysis $i "e# a!!om#is" t"e foo$ingI
34
• 'a)e a reaisti! )ie$ of !om#any !om#etition,
• <oresee mar%et !"anges and demands,
• Identify $ays to attra!t !ustomers from !om#anyKs !om#etitors,
• Dis!o)er o##ortunities for im#ro)ement in !om#anyKs &usiness #ra!ti!es,
• Identify ne!essary !"anges in !om#anyKs #ro!esses to meet mar%et demands,
• Identify ne!essary !"anges in !om#anyKs #ro!esses to redu!e !osts,
A List -3 C-m+etit-rs
-"e anaysis &egins $it" a ist of 'industan (nie)er *imited ('(*) of $ater di)ision Pure itKs
!om#etitors, Most of t"e time, su!" a ist is !om#rised of $"at !om#any !o-!onsiders to &e its
!"ief !om#etitors, 'o$e)er, t"ere may &e ot"er !om#anies t"at indire!ty !om#ete $it" '(*,
ones t"at offer #rodu!ts or ser)i!es t"at are aiming for t"e same !ustomer !a#ita,
'industan (nie)er *imited ('(*) of $ater di)ision Pure its !om#etitors in t"e mar%et areI
1, =ure%a <or&es *imited
2, P"ii#s
1, D"ir#oo
2, Aent
3, (s"a ?rita
5, .faa
6, Aenstar
8, 'i-te!"
9, Oero ?
10, Modi Durant
11, 'em%und
35
12, Godrej
11, -ata
<uesti-ns t- as2
D"at Guestions s"oud &e as%ed $"en underta%ing !om#etitor anaysisQ
• D"o are !om#anyKs !om#etitorsQ
• D"at t"reats do t"ey #oseQ
• D"at is t"e #rofie of !om#etitorsQ
• D"at are t"e o&je!ti)es of !om#etitorsQ
• D"at strategies are !om#etitors #ursuing and "o$ su!!essfu are t"ese strategiesQ
• D"at are t"e strengt"s and $ea%nesses of !om#etitorsQ
• 'o$ !om#etitors are i%ey to res#ond to any !"anges to t"e $ay !om#any do &usinessQ
'*7 c-m+anies anal7>e c-m+etit-rsE
Some &usinesses t"in% it is &est to get on $it" t"eir o$n #ans and ignore t"e !om#etition, 4t"ers
&e!ome o&sessed $it" tra!%ing t"e a!tions of !om#etitors (often using under"and or iega
met"ods), Many &usinesses are "a##y sim#y to tra!% t"e !om#etition, !o#ying t"eir mo)es and
rea!ting to !"anges,
C-m+etit-r anal7sis *as se8eral im+-rtant r-les in strate,ic +lannin,:
• -o "e# management understand t"eir !om#etiti)e ad)antagesLdisad)antages reati)e to
!om#etitors,
R -o generate understanding of !om#etitorsK #ast, #resent (and most im#ortanty) future strategies,
R -o #ro)ide an informed &asis to de)eo# strategies to a!"ie)e !om#etiti)e ad)antage in t"e
future,
R -o "e# fore!ast t"e returns t"at may &e made from future in)estments,
S-urces -3 in3-rmati-n 3-r c-m+etit-r anal7sis
'o$ t"e sour!es of !om#etitor information !an &e neaty grou#ed into t"ree !ategoriesI
36
R Rec-r0e0 0ata: t"is is easiy a)aia&e in #u&is"ed form eit"er internay or e/ternay, Good
e/am#es in!ude !om#etitor annua re#orts and #rodu!t &ro!"ures+
R OBser8aBle 0ata: t"is "as to &e a!ti)ey soug"t and often assem&ed from se)era sour!es, .
good e/am#e is !om#etitor #ri!ing+
R O++-rtunistic 0ata: to get "od of t"is %ind of data reGuires a ot of #anning and organiCation,
'*at Businesses +r-BaBl7 alrea07 2n-1 t*eir c-m+etit-rsE
• 4)era saes and #rofits
• Saes and #rofits &y mar%et
• 7ost stru!ture
• Mar%et s"ares (re)enues and )oumes)
• 4rganiCation stru!ture
• Distri&ution system
• Identity L #rofie of senior management
• .d)ertising strategy and s#ending
• 7ustomer L !onsumer #rofie 9 attitudes
• 7ustomer retention e)es
'*at Businesses 1-ul0 reall7 li2e t- 2n-1 aB-ut c-m+etit-rsE
• Saes and #rofits &y #rodu!t
37
• Reati)e !osts
• 7ustomer satisfa!tion and ser)i!e e)es
• 7ustomer retention e)es
• Distri&ution !osts
• SiCe and Guaity of !ustomer data&ases
• .d)ertising effe!ti)eness
• <uture in)estment strategy
Strate,7 - c-m+etiti8e a08anta,e
7om#etiti)e ad)antage is an ad)antage o)er !om#etitors gained &y offering !onsumers greater
)aue, eit"er &y means of o$er #ri!es or &y #ro)iding greater &enefits and ser)i!e t"at justifies
"ig"er #ri!es,
Aeature C-m+aris-n
7om#ared $it" ot"er a)aia&e $ater #urifi!ation met"ods, Pureit is &y far t"e &est o#tion, in
terms of safety, !on)enien!e and afforda&iity,
38
&e7 3eatures Pureit 4-ilin,
+r-cess
Lea0in, (5
inline +uri3ier
Can0le 3ilter
Remo)es "armfu >iruses
?
:eed to &oi
?
Remo)es "armfu ?a!teria
?
for 10-20
?
Remo)es "armfu
Parasites(!auses amoe&iasis,
diarr"oea, et!)
?
Min
?
=nd-of-ife indi!ator
? ?
.d)an!ed .uto S$it!"-off
? ?
Great taste
? ?
Im#ro)es !arity
? ?
Remo)es odour
? ?
DoesnFt need e/#ensi)e gas
? ? ?
DoesnFt need ee!tri!ity
? ? ?
DoesnFt need !ontinuous ta#
$ater
? ? ?
DoesnKt need #um&ing
? ? ?
DoesnFt need an e/#ensi)e
? ? ?
maintenan!e !ontra!t
? ? ?
*o$ initia !ost
? ? ?
*o$ on-going !ost
? ?
-"e a&o)e ta&e s"o$s t"at PureitKs initia #ri!e of Rs, 2000 and t"e ongoing #ri!e of ony
Re, 1 for 2 itres of $ater is t"e most !om#etiti)e offer in t"e mar%et, -"is is &e!ause
Pureit doesnKt need e/#ensi)e gas, doesnKt need ee!tri!ity, doesnKt need maintenan!e,
C-st c-m+aris-n acr-ss +uri3icati-n met*-0s
39
Met*-0 -3 +uri3icati-n +aiseGlitre
7ost of Pureit $ater 22
7ost of Pureit $ater 13
7ost of &oiing $ater 26
7ost of eading (> in-ine #urifier 52
7ost of 20 itres of eading &otted $ater &rand 130
7ost of 1 itre of eading &otted $ater &rand 1200
C/APTERH?
40
DATA PRESENTATION 9 ANAL6SIS
-"e foo$ing data and information "as &een o&tained t"roug" resear!" a!ti)ity,
Are;uenc7 TaBle
TaBle ?.%: Are;uenc7 an0 Percenta,e -3 t*e res+-n0ents 1*- *a8e 1ater +uri3ier
'a)e a Dater Purifier <reGuen!y Per!ent
;es 28 28,0
32 32,0
-ota 100 100,0
Ai, ?.%: Are;uenc7 an0 Percenta,e -3 t*e res+-n0ents 1*- *a8e 1ater +uri3ier
41
INTERPRETATION
42
-"e tota no, of res#ondents in!udes in t"e resear!" is 100,4ut of 100 res#ondents, 28 H
(28) of #eo#e "a)e a $ater #urifier and 32 H (32) #eo#e "a)e not $ater #urifier,
TaBle ?.$: Are;uenc7 an0 Percenta,e -3 res+-n0ents C1*ic* c-m+an7 1ater
+uri3ier, 7-u are usin, an0 1ill useD
D"i!" 7om#any <reGuen!y Per!ent
=ure%a <or&es 30 30,0
'(* Pure it 12 12,0
Aent 10 10,0
P"ii#s 10 10,0
D"ir#oo 6 6,0
.ny 4t"er 9 9,0
-ota % %.
Ai, ?.$: Are;uenc7 an0 Percenta,e -3 res+-n0ents C1*ic* c-m+an7 1ater +uri3ier,
7-u are usin, an0 1ill useD
43
INTERPRETATION
44
4ut of 100 res#ondents, t"e data of #eo#e are using $ater #urifier and #eo#e are not
using $ater #urifier ,-"ose #eo#e are not using $ater #urifier, if t"ey $i &uy ,t"ey $i
&uy ony t"is !om#anyKs #rodu!t i%e =ure%a <or&es,'u,Aent,P"ii#s,D"ir#oo,30H
(30),12H (12),10H (10),10H(10),6H (6),9H (9) of #eo#e are using and $i use =ure%a
<or&es, 'u, Aent, P"ii#s, D"ir#oo and any ot"er !om#anyKs $ater #urifier
TaBle ?.=: Are;uenc7 an0 Percenta,e -3 res+-n0ents aB-ut electricit7
=e!tri!ity <reGuen!y Per!ent
;es 62 62,0
28 28,0
-ota % %.
Ai, ?.=: Are;uenc7 an0 Percenta,e -3 res+-n0ents aB-ut electricit7
45
46
INTERPRETATION
-"e a&o)e data tes a&out ee!tri!ity of $ater #urifier, t"at is t"e $ater #urifier is
$or%ing $it" ee!tri!ity or $it"out ee!tri!ity, 4ut of 100 res#ondents, 62 H (62) of
#eo#e "a)e gi)en t"eir )ie$ t"at JyesK and 28 H (28) of #eo#e "a)e gi)en t"eir )ie$
JK,
TaBle ?.!: Are;uenc7 an0 Percenta,e -3 res+-n0ents CBe3-re Bu7in, +r-0uct, 2n-1
aB-ut t*e +r-0uct -r 1ant t- see 0em-nstrati-n C
?efore ?uying, %no$ a&out
Produ!t
<reGuen!y Per!ent
;es 68 68,0
12 12,0
DonFt Ano$ 10 10,0
-ota % %.
Ai, ?.!: Are;uenc7 an0 Percenta,e -3 res+-n0ents CBe3-re Bu7in, +r-0uct, 2n-1
aB-ut t*e +r-0uct -r 1ant t- see 0em-nstrati-n C
47
48
INTERPRETATION
-"e a&o)e data "as gi)en, &efore &uying t"e $ater #urifier+ #eo#e $ant to %no$ t"e
#rodu!t or $ant to see demonstration of t"e #rodu!t,68 H of #eo#e "a)e gi)en t"eir )ie$
J;esK, t"ey $ant to %no$ t"e #rodu!t detais,12 H of #eo#e "a)e gi)en t"eir )ie$ JK,
t"ey donKt $ant to %no$ t"e #rodu!t detais or #rodu!t %no$edge ,10 H of #eo#e "a)e
gi)en t"eir )ie$ JdonKt %no$K,
TaBle ?.?: Are;uenc7 an0 Percenta,e -3 res+-n0ents aB-ut taste ,--0, -0-rless an0
l--2s clear
-.S-= G44D,4D4R*=SS
*44AS 7*=.R
<R=@(=:7; P=R7=:-
;es 80 80,0
9 9,0
DonFt Ano$ 11 11,0
-ota % %.
Ai, ?.?: Are;uenc7 an0 Percenta,e -3 res+-n0ents aB-ut taste ,--0, -0-rless an0
l--2s clear
49
50
INTERPRETATION
-"e a&o)e data "as gi)en t"e freGuen!y and #er!entage of res#ondents a&out taste of
$ater is good, odoress, oo%s !ear, 4ut of 100 res#ondents, 80 H (80) of #eo#e "a)e
gi)en t"eir )ie$ J;=SK, t"e taste of $ater is good, odoress and oo%s !ear,9 H (9) of
#eo#e "a)e tod J:4K, t"e taste of $ater is good, odoress and oo%s !ear and 11 H (11)
of #eo#e "a)e gi)en t"eir )ie$ JdonKt %no$K a&out taste of $ater,
TaBle ?.@: Are;uenc7 an0 +ercenta,e -3 res+-n0ents aB-ut c-st -3 1ater +uri3ier
74S- <R=@(=:7; P=R7=:-
Rs, 1000- Rs, 3,000 16 16,0
Rs, 5,000- Rs, 10,000 26 26,0
Rs, 11,000- Rs, 13,000 20 20,0
More t"an Rs, 13,000 15 15,0
51
-ota % %.
Ai, ?.@: Are;uenc7 an0 +ercenta,e -3 res+-n0ents aB-ut c-st -3 1ater +uri3ier
52
53
INTERPRETATION
-"e a&o)e data "as gi)en a&out freGuen!y and #er!entage of !ost of $ater #urifier, -"e
#er!entage of #eo#e $"o are using or $ant to &uy $ater #urifier in t"e !ost range Rs
1000- Rs 3000 $as found 16 H (16),-"e #er!entage of #eo#e $"o are using or $iing to
&uy $ater #urifier in t"e !ost range Rs 5000-Rs 10000 $as found 26 H (26), -"e
#er!entage of #eo#e $"o are using or $iing to &uy $ater #urifier in t"e !ost range Rs
11000-Rs 13000 $as found 20 H (20), -"e #er!entage of #eo#e $"o are using or $iing
to &uy $ater #urifier more t"an Rs 13000 $as found 15 H (15),
TaBle ?.I: Are;uenc7 an0 Percenta,e -3 res+-n0ents aB-ut ser8ice a3ter sales
S=R>I7= .<-=R S.*=S <R=@(=:7; P=R7=:-
;es 52 52,0
15 15,0
-ota % %.
54
Ai, ?.I: Are;uenc7 an0 Percenta,e -3 res+-n0ents aB-ut ser8ice a3ter sales
55
56
INTERPRETATION
-"e a&o)e data "as gi)en freGuen!y and #er!entage of res#ondents a&out ser)i!e after
saes,52 H (52) of #eo#e "a)e gi)en t"eir )ie$ t"at after saes , ser)i!e is good and 15 H
(15) of #eo#e "a)e gi)en t"eir )ie$ t"at ser)i!e is not good,
TaBle ?.J: Are;uenc7 an0 Percenta,e -3 res+-n0ents aB-ut K1*ere t- +re3er t- Bu7
t*e 1ater +uri3ier
PR=<=R -4 ?(; <R=@(=:7; P=R7=:-
Retai 4utet 10 10,0
<ran!"isee Deaer 21 21,0
Demo at your doorste# 29 29,0
-4-.* % %
57
Ai, ?.J: Are;uenc7 an0 Percenta,e -3 res+-n0ents aB-ut K1*ere t- +re3er t- Bu7 t*e
1ater +uri3ier
58
59
INTERPRETATION
-"e a&o)e data "as gi)en freGuen!y and #er!entage of res#ondents a&out $"ere to #refer
to &uy t"e $ater #urifier 1)Retai 4utet 2)<ran!"isee deaer 1) Demo at your doorste#,
4ut of 100 res#ondents, 29 H (29) of #eo#e #refer to &uy $ater #urifier from demo at
your doorste#, 10 H (10) of #eo#e #refer to &uy $ater #urifier from retai outet and 21
H (21) of #eo#e #refer to &uy $ater #urifier from fran!"isee deaer,
TaBle ?.": Are;uenc7 an0 Percenta,e -3 res+-n0ents aB-ut 1arrant7 -3 1ater
+uri3ier
D.RR.:-; <reGuen!y Per!ent
5 Mont"s 21 21,0
1 year 20 20,0
2 ;ear 16 16,0
60
-ota % %.
Ai, ?.": Are;uenc7 an0 Percenta,e -3 res+-n0ents aB-ut 1arrant7 -3 1ater +uri3ier
61
62
INTERPRETATION
-"e a&o)e data "as gi)en freGuen!y and #er!entage a&out $arranty of $ater #urifier,
21H (21) of res#ondents "a)e gi)en t"eir )ie$, 5 mont" $arranty #eriod of $ater
#urifier, 20 H (20) of res#ondents "a)e gi)en t"eir )ie$, 1 year $arranty #eriod of $ater
#urifier, 16H (16) of res#ondents "a)e gi)en t"eir )ie$, 2 year $arranty #eriod of $ater
#urifier,
TaBle ?.%: Are;uenc7 an0 Percenta,e -3 res+-n0ents aB-ut 1*at c-mes 7-ur min0
3irst i.e. Price -r /ealt* 9 Sa3et7 -r 4-t*
D"at !omes your mind first <reGuen!y Per!ent
Pri!e 15 15,0
'eat" 9 Safety 19 19,0
?ot" 23 23,0
63
-ota % %.
Ai, ?.%: Are;uenc7 an0 +ercenta,e -3 res+-n0ents aB-ut 1*at c-mes 7-ur min0
3irst i.e. Price -r /ealt* 9 Sa3et7 -r 4-t*
64
INTERPRETATION
65
-"e a&o)e data "as tod, freGuen!y and #er!entage of res#ondents a&out $"at !omes
!ustomers mind first i,e, Pri!e or 'eat" or ?ot", 4ut of 100 res#ondents, 23 H (23) of
res#ondents "a)e gi)en t"eir )ie$ t"at &ot" t"at is #ri!e as $e as "eat" and safety,
Per!entage of res#ondents $"o are ony !on!ern a&out "eat" and safety $as found 19 H
(19),Per!entage of res#ondents $"o are !on!ern a&out ony #ri!e $as found 15 H (15),
TaBle ?.%%: Are;uenc7 an0 Percenta,e -3 res+-n0ents aB-ut mar2et acti8ities
Mar%et a!ti)ities <reGuen!y Per!ent
Road S"o$ 33 33,0
>isua Mer!"andising 10 10,0
4t"ers 13 13,0
-ota % %.
Ai, ?.%%: Are;uenc7 an0 Percenta,e -3 res+-n0ents aB-ut mar2et acti8ities -3 Pure
it
66
67
INTERPRETATION
- "e a&o)e data "as gi)en freGuen!y and #er!entage of res#ondents a&out mar%et
a!ti)ities of Pure it i,e, Road s"o$, >isua Mer!"andising and ot"ers, 4ut of 100
res#ondents, 33 H of res#ondents "a)e gi)en t"eir )ie$, t"ey see t"e road s"o$ of '(*
#rodu!t t"at is Pure it $ater #urifier, Per!entage of res#ondents $"o "a)e gi)en t"eir
)ie$ a&out )isua mer!"andising $as found 10 H (10) and 13 H (13) of res#ondents
"a)e gi)en t"eir )ie$ ot"er a!ti)ities !ondu!ted &y '(* !om#any,
CROSS TA4(LATIONS
TaBle ?.%$: Cr-ss taBulati-n Bet1een KC-m+an7 an0 Taste -3 1ater
D'I7'
74MP.:;
-astes good ,odoress ,oo%s !ear -ota
6es N- D-nFt &n-1
68
=ure%a <or&es 23 1 2 ?
'u 9 2 1 %!
%ent 9 1 0 %
P"ii#s 8 1 1 %
D"ir#oo 2 2 1 I
.ny 4t"er 3 2 2 "
-ota J " %% %
Ai, ?.%$: Cr-ss taBulati-n Bet1een KC-m+an7 an0 Taste -3 1ater
INTERPRETATION
%. PERCENTAGE 'IT/IN KCOMPAN6F
A. Eure2a A-rBes : Am-n, t*e t-tal ? Eure2a A-rBes users
69
-"e )ie$ of =ure%a <or&es users to$ard taste of $ater is good, odoress and oo%s
!ear $as found, ;es M 90 H (23),- 2H (1), DonKt %no$- 8H (2)
4. /ul : Am-n, t*e t-tal %! Pure it (/ul# users
-"e )ie$ of 'u users to$ard taste of $ater is good, odoress and oo%s !ear $as found,
;es M 52,1 H (9),- 12,1H (2), DonKt %no$- 21,2H (1)
C. &ent : Am-n, t*e t-tal % 2ent users
-"e )ie$ of Aent users to$ard taste of $ater is good, odoress and oo%s !ear $as found,
;es M 90 H (9),- 10H (1), DonKt %no$- 0H (0)
D. P*ili+s Am-n, t*e t-tal % P*ilis users
-"e )ie$ of P"ii#s users to$ard taste of $ater is good, odoress and oo%s !ear $as
found,
;es M 80 H (8),- 10H (10), DonKt %no$- 10H (10)
A. '*irl+--l: Am-n, t*e t-tal I '*irl+--l users
-"e )ie$ of D"ir#oo users to$ard taste of $ater is good, odoress and oo%s !ear $as
found,
;es M 31,1 H (2),- 28,5H (2), DonKt %no$- 12,1H (12,1)
G. An7 Ot*er: Am-n, t*e t-tal " an7 -t*er 1ater Puri3ier users
-"e )ie$ of any ot"er Dater #urifier users to$ard taste of $ater is good, odoress and
oo%s !ear $as found, ;es M 33,5 H (3),- 22,2H (2), DonKt %no$- 22,2H (2)
$. PERCENTAGE 'IT/IN KTASTE OA 'ATERF
A. 6es: .mong t"e tota 80 res#ondents for $"om t"e taste of $ater is good, odoress and oo%s
!ear,
-"e #er!entage of =ure%a <or&es users, 'u users, %ent users, P"ii#s users, $"ir#oo
users $as found 35,1H (23), 11,1H (9), 11,1 H (9), 10 H (8), 3 H (2), 5,1 H (3)
res#e!ti)ey,
4. N-: .mong t"e tota 9 res#ondents for $"om t"e taste of $ater is not good, odoress and
oo%s !ear
-"e #er!entage of =ure%a <or&es users, 'u users, %ent users, P"ii#s users, $"ir#oo
users $as found 11,1H (1), 22,2H (2), 11,1H (1), 11,1 H (1), 22,2H (2), 22,2H (2)
res#e!ti)ey,
70
C. D-nFt 2n-1 : .mong t"e tota 11 res#ondents ,t"ey donKt %no$ t"e taste of $ater is good,
odoress and oo%s !ear ,-"e #er!entage of =ure%a <or&es users, 'u users, %ent users,
P"ii#s users, $"ir#oo users $as found 15,1H (2), 26,1H (1), 0 H (0), 9,1 H (1), 9,1 H (1),
18,2 H (2) res#e!ti)ey,
TaBle ?.%=: Cr-ss taBulati-n Bet1een KC-m+an7 an0 Ser8ice a3ter salesF
D"i!" 7om#any Ser)i!e after saes -ota
6es N-
=ure%a <or&es 10 20 30
'u 9 3 12
Aent 8 2 10
P"ii#s 6 1 10
D"ir#oo 3 2 6
.ny 4t"er 3 2 9
-ota @! =@ %
Ai, ?.%=: Cr-ss taBulati-n Bet1een KC-m+an7 an0 Ser8ice a3ter salesF
71
INTERPRETATION
%. PERCENTAGE 'IT/IN CCOMPAN6D
A. Eure2a A-rBes : Am-n, t*e t-tal ? Eure2a A-rBes users
-"e )ie$ of =ure%a <or&es users to$ard ser)i!e after saes $as found, ;es M 50 H (10),
- 20H (20)
4. /ul: Am-n, t*e t-tal %! /ul users
-"e )ie$ of 'u users to$ard ser)i!e after saes $as found, ;es M 52,1H H (9),-
13,6H (3)
C. &ent : Am-n, t*e t-tal % &ent users
72
-"e )ie$ of Aent users to$ard ser)i!e after saes $as found, ;es M 80 H (8),- 20H
(2)
D.P*illi+s: Am-n, t*e t-tal % P*illi+s users
-"e )ie$ of P"ii#s users to$ard ser)i!e after saes $as found, ;es M 60 H (6),- 10H
(1)
D. '*irl+--l : Am-n, t*e t-tal I '*irl+--l users
-"e )ie$ of D"ir#oo users to$ard ser)i!e after saes $as found, ;es M 61,2H (3),-
28,5H (2)
E. An7 -t*er: Am-n, t*e t-tal " An7 -t*er users
-"e )ie$ of any ot"er users to$ard ser)i!e after saes $as found, ;es M 33,5H (3),-
22,2H (2)
$. PERCENTAGE 'IT/IN KSER5ICE AATER SALESF
A. 6es: .mong t"e tota 52 res#ondents for $"om ser)i!es #ro)ided &y !om#any is good,-"e
#er!entage of =ure%a <or&es users, 'u users, %ent users, P"ii#s users, $"ir#oo users $as
found 31,1H (10), 6,8H (9), 12,3 H (8), 10,9 H (6), 6,8 H (3), 6,8 H (3) res#e!ti)ey,
4. N-: .mong t"e tota 15 res#ondents for $"om ser)i!es #ro)ided &y !om#any is not
good,-"e #er!entage of =ure%a <or&es users, 'u users, %ent users, P"ii#s users, $"ir#oo
users $as found 22,2H (20), 23,0H (3), 3,5H (2), 8,1 H (1), 3,5H (2), 11,1H (2)
res#e!ti)ey,
TaBle ?.%!: Cr-ss taBulati-n Bet1een KC-m+an7 an0 Mar2et Acti8itiesF
73
D"i!"
!om#any
Mar%et .!ti)ities
-ota
R-a0 S*-1 5isual
Merc*an0isin,
Ot*ers
=ure%a <or&es 22 18 10 30
'u 3 5 1 12
Aent 3 2 1 10
P"ii#s 5 2 2 10
D"ir#oo 3 1 1 6
.nyot"er 5 2 1 9
-ota !" == %J %
Ai, ?.%!: Cr-ss taBulati-n Bet1een KC-m+an7 an0 Mar2et Acti8itiesF
74
INTERPRETATION
%. PERCENTAGE 'IT/IN KCOMPAN6F
A. Eure2a A-rBes : Am-n, t*e t-tal ? res+-n0ents
-"e )ie$ of res#ondents to$ard mar%et a!ti)ities $as found, Road s"o$-22H (22),
>isua Mer!"andising-15H (18), 4t"ers- 20 H( 1)
4. /ul : Am-n, t*e t-tal %! Pure it (/ul# users
-"e )ie$ of res#ondents to$ard mar%et a!ti)ities $as found, Road s"o$-13,6H (3),
>isua Mer!"andising-22,9H (5), 4t"ers- 21,2 H(10)
C. &ent : Am-n, t*e t-tal % 2ent users
75
-"e )ie$ of res#ondents to$ard mar%et a!ti)ities $as found, Road s"o$-30H (3), >isua
Mer!"andising-20H (2), 4t"ers- 10 H( 1)
D. P*ili+s Am-n, t*e t-tal % P*ilis users
-"e )ie$ of res#ondents to$ard mar%et a!ti)ities $as found, Road s"o$-50H (5), >isua
Mer!"andising-20H (2), 4t"ers- 20 H( 2)
E. '*irl+--l: Am-n, t*e t-tal I '*irl+--l users
-"e )ie$ of res#ondents to$ard mar%et a!ti)ities $as found,
Road s"o$-61,1H (3), >isua Mer!"andising-12,1H (1), ot"ers- 12,1 H( 1)
A. An7 Ot*er : Am-n, t*e t-tal " an7 Ot*er 1ater Puri3ier users
-"e )ie$ of res#ondents to$ard mar%et a!ti)ities $as found, Road s"o$-55,6H (5),
>isua Mer!"andising-22,2H (2), ot"ers- 11,1 H( 1)
$. PERCENTAGE 'IT/IN KMAR&ET ACTI5ITIESF
A. R-a0 S*-1: Am-n, t*e t-tal !" res+-n0ents, $"o sa$ t"e road s"o$ of $ater
Purifiers,-"e #er!entage of road s"o$ of =ure%a <or&es , 'u , %ent , P"ii#s , $"ir#oo and
any ot"er $ater #urifiers $as found 22,9H (22), 10,2H (3), 10,2 H (3), 12,2 H (5), 10,2 H
(3), 12,2 H (5) res#e!ti)ey,
4. 5isual Merc*an0isin,: Am-n, t*e t-tal == res+-n0ents, $"o sa$ t"e )isua
mer!"andising of $ater Purifiers, -"e #er!entage of )isua mer!"andising of =ure%a
<or&es , 'u , %ent , P"ii#s , $"ir#oo and any ot"er $ater #urifiers $as found 32,3H (18),
18,2H (5), 12,1 H (2), 5,1 H (2), 1,0 H (1), 5,1 H (2) res#e!ti)ey,
C. An7 -t*er: Am-n, t*e t-tal %J res+-n0ents, $"o sa$ t"e ot"er mar%et a!ti)ities of
$ater Purifiers,-"e #er!entage of any ot"er mar%et a!ti)ities of =ure%a <or&es , 'u ,
%ent , P"ii#s , $"ir#oo and any ot"er $ater #urifiers $as found 35,5H (10), 15,6H (1),
3,5 H (1), 11,1 H (2), 3,5 H (1), 3,5 H (1) res#e!ti)ey
TaBle ?.%?: Cr-ss taBulati-n Bet1een KC-m+an7 an0 C-st Price -3 'ater Puri3ierF
D"i!"
!om#any
7ost
-ota
Rs%-Rs
?
Rs?-
Rs%
Rs %-
Rs%?
AB-8e Rs
%?
=ure%a
<or&es
22 12 8 5 30
'u 5 1 2 1 12
76
Aent 1 1 1 1 10
P"ii#s 1 2 1 2 10
D"ir#oo 1 0 1 1 6
.nyot"er 2 1 1 1 9
-ota =I $I $ %@ %
Ai, ?.%?: Cr-ss taBulati-n Bet1een KC-m+an7 an0 C-st Price -3 'ater Puri3ierF
INTERPRETATION
%. PERCENTAGE 'IT/IN KCOMPAN6F
77
A, Eure2a A-rBes: Am-n, t*e t-tal ? res+-n0ents
-"e )ie$ of res#ondents to$ard !ost of $ater #urifier t"ey are using and $ants to use
$as found,
Rs 1000 to Rs 3000-22 H (22), Rs 5000 to Rs 10000-28 H( 12), Rs 11000 to Rs 13000-
15H (8), .&o)e Rs 13000-12H (5)
4. /ul: Am-n, t*e t-tal %! Pure it (/ul# users
-"e )ie$ of res#ondents to$ard !ost of $ater #urifier t"ey are using and $ants to use
$as found,
Rs 1000 to Rs 3000-22,9 H (5), Rs 5000 to Rs 10000-21,1 H( 1), Rs 11000 to Rs 13000-
28,5H (2), .&o)e Rs 13000-6,1H (1)
C. &ent : Am-n, t*e t-tal % 2ent users
-"e )ie$ of res#ondents to$ard !ost of $ater #urifier t"ey are using and $ants to use
$as found,
Rs 1000 to Rs 3000-10 H (1), Rs 5000 to Rs 10000-10 H( 1), Rs 11000 to Rs 13000-10H
(1), .&o)e Rs 13000-10H (1)
D: P*ili+s Am-n, t*e t-tal % P*ilis users
-"e )ie$ of res#ondents to$ard !ost of $ater #urifier t"ey are using and $ants to use
$as found,
Rs 1000 to Rs 3000-10 H (1), Rs 5000 to Rs 10000-20 H(2), Rs 11000 to Rs 13000-10H
(1), .&o)e Rs 13000-20H (2)
E. '*irl+--l: Am-n, t*e t-tal I '*irl+--l users
-"e )ie$ of res#ondents to$ard !ost of $ater #urifier t"ey are using and $ants to use
$as found,
78
Rs 1000 to Rs 3000-12,1 H (1), Rs 5000 to Rs 10000-0 H(0), Rs 11000 to Rs 13000-
22,9H (1), .&o)e Rs 13000-22,9H (1)
A. An7 Ot*er : Am-n, t*e t-tal " an7 Ot*er 1ater Puri3ier users
-"e )ie$ of res#ondents to$ard !ost of $ater #urifier t"ey are using and $ants to use
$as found,
Rs 1000 to Rs 3000- 22,2H (2), Rs 5000 to Rs 10000-11,1 H( 1), Rs 11000 to Rs 13000-
11,1H (1), .&o)e Rs 13000-11,1H (1)
$.PERCENTAGE 'IT/IN KCOSTF
A.Rs %-Rs ?: .mong t"e tota 16 res#ondents
-"e #er!entage of res#ondents $"o are using =ure%a <or&es, 'u, Aent, P"ii#s,
D"ir#oo and any ot"er !om#anyKs $ater #urifier, t"e !ost of Rs 1000-Rs 3000 $as
found 39,3 H(22),15,2 H (5),81,1 H (1),81,1H (1),2,6 H (1),3,2H (2) res#e!ti)ey,
4. Rs ?-Rs %: .mong t"e tota 26 res#ondents
-"e #er!entage of res#ondents $"o are using =ure%a <or&es, 'u, Aent, P"ii#s,
D"ir#oo and any ot"er !om#anyKs $ater #urifier, t"e !ost of Rs 3000-Rs 10000 $as
found 31,9 H(12),11,1 H (1),11,1 H (1),12,8H (2),0 H (0),11,1H (1) res#e!ti)ey,
C. Rs %-Rs %?: .mong t"e tota 20 res#ondents
-"e #er!entage of res#ondents $"o are using =ure%a <or&es, 'u, Aent, P"ii#s,
D"ir#oo and any ot"er !om#anyKs $ater #urifier, t"e !ost of Rs 10000-Rs 13000 $as
found 20 H(8),20 H (2),3 H (1),3H (1),13 H (1),13H (1) res#e!ti)ey,
D. AB-8e t*an Rs %?: .mong t"e tota 15 res#ondents
79
-"e #er!entage of res#ondents $"o are using =ure%a <or&es, 'u, Aent, P"ii#s,
D"ir#oo and any ot"er !om#anyKs $ater #urifier, t"e !ost of a&o)e Rs 13000 $as
found 16,3 H(5),5,1 H (1),18,8 H (1),12,3H (2),18,8 H (1),5,1H (1) res#e!ti)ey,
TaBle ?.%@: Cr-ss taBulati-n Bet1een K/a8e a 1ater +uri3ier an0 C-st Price -3
'ater Puri3ierF
'a)e a
$ater
Purifier
7ost -ota
Rs%-Rs
?
Rs?-
Rs%
Rs %-
Rs%?
AB-8e Rs
%?
;es 16 12 8 11 !J
20 13 12 3 ?$
-ota =I $I $ %@ %
Ai, ?.%@: Cr-ss taBulati-n Bet1een K/a8e a 1ater +uri3ier an0 C-st Price -3 'ater
Puri3ierF
80
INTERPRETATION
%.PERCENTAGE 'IT/IN 'ATER P(RIAIER
A.6es: Am-n, t*e t-tal !J res+-n0ents *a8e 1ater +uri3ier
-"e #er!entage of res#ondents are using !ost of $ater #urifier Rs 1000-Rs 3000 $as
found 13,2 H (16)
-"e #er!entage of res#ondents are using !ost of $ater #urifier Rs 3000-Rs 10000 $as
found 23 H (12)
81
-"e #er!entage of res#ondents are using !ost of $ater #urifier Rs 10000-Rs 13000 $as
found 15,6 H (8)
-"e #er!entage of res#ondents are using !ost of $ater #urifier a&o)e Rs 13000 $as found
22,9 H (11)
4.N-: Am-n, t*e t-tal ?$ res+-n0ents 0-nFt *a8e 1ater +uri3ier
-"e #er!entage of res#ondents $"o $ants to &uy $ater #urifier from Rs 1000-Rs 3000 (if
t"ey $i use $ater #urifier in future) $as found 18,3H (20)
-"e #er!entage of res#ondents $"o $ants to &uy $ater #urifier from Rs 3000-Rs 10000
(if t"ey $i use $ater #urifier in future) $as found 28,8 H (13)
-"e #er!entage of res#ondents $"o $ants to &uy $ater #urifier from Rs 10000-Rs 13000
(if t"ey $i use $ater #urifier in future) $as found 21,1H (12)
-"e #er!entage of res#ondents $"o $ants to &uy $ater #urifier from more t"an Rs 13000
(if t"ey $i use $ater #urifier in future) $as found 9,5 H (3)
$.PERCENTAGE 'IT/IN COST OA 'ATER P(RIAIER
A. Am-n, t*e t-tal =I res+-n0ents, 8ie1 aB-ut c-st -3 Rs %- Rs ? 1ater +uri3ier
6es: -"e #er!entage of res#ondents $"o are using $ater Purifier, !ost of Rs 1000-Rs
3000 $as found 23,9 H( 16)
N-: -"e #er!entage of res#ondents $"o are not using $ater Purifier, !ost of Rs 1000-Rs
3000 $as found ?!.%L (20)
4. Am-n, t*e t-tal $I res+-n0ents, 8ie1 aB-ut c-st -3 Rs ?- Rs % 1ater
+uri3ier
6es: -"e #er!entage of res#ondents $"o are using $ater Purifier, !ost of Rs 3000-Rs
10000 $as found 22,2 H( 12)
82
N-: -"e #er!entage of res#ondents $"o are not using t"e $ater Purifier, !ost of Rs 3000-
Rs 10000 $as found 33,5 H (13)
C . Am-n, t*e t-tal $ res+-n0ents, 8ie1 aB-ut c-st -3 Rs %- Rs %? 1ater
+uri3ier
6es: -"e #er!entage of res#ondents $"o are using $ater Purifier, !ost of Rs 10000-Rs
13000 $as found 20 H (8)
N-: -"e #er!entage of res#ondents $"o are not using $ater Purifier, !ost of Rs 10000-
Rs 13000 $as found 50 H (12)
D. Am-n, t*e t-tal $ res+-n0ents, 8ie1 aB-ut c-st -3 m-re t*an Rs %? 1ater
+uri3ier
6es: -"e #er!entage of res#ondents $"o are using $ater Purifier, !ost of more t"an Rs
13000 $as found 58,8 H (11)
N-: -"e #er!entage of res#ondents $"o are not using t"e $ater Purifier, !ost of more
t"an Rs 13000 $ater Purifier $as found 11,2 H (3)
83
TaBle ?.%I: Cr-ss taBulati-n Bet1een K'*ic* C-m+an7 an0 Pre3er t- Bu7 t*e
+r-0uctF
D"i!" !om#any Prefer to &uy t"e #rodu!t -ota
Retail Outlet Aranc*isee
Dealer
Dem- at 7-ur
0--rste+
=ure%a <or&es 13 10 23 30
'u 2 2 8 12
Aent 2 2 2 10
P"ii#s 1 3 2 9
D"ir#oo 2 2 1 6
.ny ot"er 2 3 2 9
-ota = = ! %
Ai, ?.%I: Cr-ss taBulati-n Bet1een K'*ic* C-m+an7 an0 Pre3er t- Bu7 t*e +r-0uctF
84
INTERPRETATION
%. PERCENTAGE 'IT/IN KCOMPAN6F
A, Eure2a A-rBes: Am-n, t*e t-tal ? res+-n0ents
-"e #er!entage of res#ondents to$ard #refer to &uy t"e $ater #urifier from retai outet
$as found 25 H( 11),-"e #er!entage of res#ondents to$ard #refer to &uy t"e $ater
#urifier from <ran!"isee Deaer $as found 28 H( 22),-"e #er!entage of res#ondents
to$ard #refer to &uy t"e $ater #urifier from Demo at your door ste# $as found 12 H( 6)
4./ul: Am-n, t*e t-tal %! Pure it (/ul# users
-"e #er!entage of res#ondents to$ard #refer to &uy t"e $ater #urifier from retai outet
$as found 13,6 H( 3),-"e #er!entage of res#ondents to$ard #refer to &uy t"e $ater
85
#urifier from <ran!"isee Deaer $as found 30 H( 6),-"e #er!entage of res#ondents
to$ard #refer to &uy t"e $ater #urifier from Demo at your door ste# $as found 6,1 H( 1)
C.&ent : Am-n, t*e t-tal % 2ent users
-"e #er!entage of res#ondents to$ard #refer to &uy t"e $ater #urifier from retai outet
$as found 20 H( 2),-"e #er!entage of res#ondents to$ard #refer to &uy t"e $ater
#urifier from <ran!"isee Deaer $as found 20 H( 2),-"e #er!entage of res#ondents
to$ard #refer to &uy t"e $ater #urifier from Demo at your door ste# $as found 20 H( 2)
D: P*ili+s Am-n, t*e t-tal % P*ilis users
-"e #er!entage of res#ondents to$ard #refer to &uy t"e $ater #urifier from retai outet
$as found 10 H( 1),-"e #er!entage of res#ondents to$ard #refer to &uy t"e $ater
#urifier from <ran!"isee Deaer $as found 30 H( 3),-"e #er!entage of res#ondents
to$ard #refer to &uy t"e $ater #urifier from Demo at your door ste# $as found 10 H( 1)
E. '*irl+--l: Am-n, t*e t-tal I '*irl+--l users
-"e #er!entage of res#ondents to$ard #refer to &uy t"e $ater #urifier from retai outet
$as found 0 H( 0)
-"e #er!entage of res#ondents to$ard #refer to &uy t"e $ater #urifier from <ran!"isee
Deaer $as found 36,1 H( 2),-"e #er!entage of res#ondents to$ard #refer to &uy t"e
$ater #urifier from Demo at your door ste# $as found 22,9 H( 1)
A.An7 Ot*er : Am-n, t*e t-tal " an7 Ot*er 1ater Puri3ier users
-"e #er!entage of res#ondents to$ard #refer to &uy t"e $ater #urifier from retai outet
$as found 22,2 H (2),-"e #er!entage of res#ondents to$ard #refer to &uy t"e $ater
#urifier from <ran!"isee Deaer $as found 33,5 H (3),-"e #er!entage of res#ondents
86
to$ard #refer to &uy t"e $ater #urifier from Demo at your door ste# $as found 22,2 H
(2)
$. PERCENTAGE 'IT/IN KPREAER TO 4(6 T/E PROD(CTF
A.Retail Outlet: Am-n, t*e t-tal = res+-n0ents
-"e #er!entage of #eo#e $"o #refer to &uy t"e =ure%a <or&es $ater Purifier from Retai
4utet $as found 32H (11),-"e #er!entage of #eo#e $"o #refer to &uy t"e 'u $ater
Purifier from Retai 4utet $as found 20 H( 3),-"e #er!entage of #eo#e $"o #refer to
&uy t"e Aent $ater Purifier from Retai 4utet $as found 8H (2),-"e #er!entage of
#eo#e $"o #refer to &uy t"e P"ii#s $ater Purifier from Retai 4utet $as found 12H
(1),-"e #er!entage of #eo#e $"o #refer to &uy t"e $"ir#oo $ater Purifier from Retai
4utet $as found 0 H( 0),-"e #er!entage of #eo#e $"o #refer to &uy t"e any ot"er $ater
Purifier from Retai 4utet $as found 8H (2)
4.Aranc*isee Dealer: Am-n, t*e t-tal = res+-n0ents
-"e #er!entage of #eo#e $"o #refer to &uy t"e =ure%a <or&es $ater Purifier from
<ran!"isee Deaer $as found 29H(22),-"e #er!entage of #eo#e $"o #refer to &uy t"e
'u $ater Purifier from <ran!"isee Deaer $as found 12,1H (6),-"e #er!entage of #eo#e
$"o #refer to &uy t"e Aent $ater Purifier from <ran!"isee Deaer $as found 8,2 H
(2) ,-"e #er!entage of #eo#e $"o #refer to &uy t"e P"ii#s $ater Purifier from
<ran!"isee Deaer $as found 10,2 H( 3),-"e #er!entage of #eo#e $"o #refer to &uy t"e
$"ir#oo $ater Purifier from <ran!"isee Deaer $as found 8,2 H (2),-"e #er!entage of
#eo#e $"o #refer to &uy t"e any ot"er $ater Purifier from <ran!"isee Deaer $as found
10,2H (3)
C.Dem- at 7-ur 0--r ste+: Am-n, t*e t-tal ! res+-n0ents
87
-"e #er!entage of #eo#e $"o #refer to &uy t"e =ure%a <or&es $ater Purifier from Demo
at your door ste# $as found 21,8H (6),-"e #er!entage of #eo#e $"o #refer to &uy t"e
'u $ater Purifier from Demo at your door ste# $as found 5,1 H (1),-"e #er!entage of
#eo#e $"o #refer to &uy t"e Aent $ater Purifier from Demo at your door ste# $as found
12,3H (2) ,-"e #er!entage of #eo#e $"o #refer to &uy t"e P"ii#s $ater Purifier from
Demo at your door ste# $as found 5,1 H( 1),-"e #er!entage of #eo#e $"o #refer to &uy
t"e $"ir#oo $ater Purifier from Demo at your door ste# $as found 18,8 H (1),-"e
#er!entage of #eo#e $"o #refer to &uy t"e any ot"er $ater Purifier from Demo at your
door ste# $as found 12,3H (2)
88
CONCL(SION
I "ad !ondu!ted t"e mar%et sur)ey in t"e to$n of 'ydera&ad 9 Se!undra&ad in .nd"ra Prades",
I "ad !"osen t"e #rodu!t as JPure ItK &e!ause #eo#e are )ery !autious a&out t"eir "eat" t"ese
days and are )ery #arti!uar a&out t"eir drin%ing $ater, In su!" a s!enario most of t"e #eo#e are
using $ater #urifier,
I $as )ery u!%y to join t"is !om#any and earnt so many t"ings, i%e #un!tuaity, "ard $or%,
seing strategy of !om#any et!, I "ad met different %inds of #eo#e, !oming from different
reigion, -"us I !ame to %no$ a&out t"e different )ie$s of t"ese #eo#e,
.fter t"e sur)ey I !ame to a soution t"at t"e #eo#e of 'ydera&ad and Se!undra&ad are )ery
mu!" a$are of Pure It $ater #urifier and ma/imum of t"em are satisfied $it" t"e #rodu!t, I !ame
a!ross some #eo#e $"o are using Pure It $ater Purifier for more t"an 2 years, .t"oug"
ma/imum #eo#e are satisfied $it" t"e #rodu!t &ut sti t"ere a #in!" of dissatisfa!tion among
some of t"e !onsumers, ?ut t"e ratios of t"ese #eo#e are negigi&e,
-"e sur)ey "as s"o$ed and #ro)ed t"at 'industan (nii)er *imited is enjoying a
mono#oy in t"e mar%ets of 'ydera&ad,$ a day, '(* is !om#eting $it" =ure%a <or&es,
I "a)e found out from t"e sur)ey t"at #eo#e use t"e $ord SPure ItT as a generi! name for a
$ater #urifiers no matter to $"i!" !om#any and &rand it &eongs to, Moreo)er my sur)ey "as
s"o$ed t"at most of t"e #eo#e are using Pure It $ater Purifier in t"eir $or% #a!e as $e as in
t"eir "omes,
89
RECOMMENDATIONS
.s #er t"e sur)ey done foo$ing $ere t"e re!ommendations of t"e
sur)eyI
? Pri!e stru!ture s"oud &e re)ised
? 7ustomer ser)i!e is somet"ing $"i!" !om#any s"oud #ay more attention at,
? . modes not a)aia&e for dis#ay in retai outets and aso &ro!"ures s"oud
&e made a)aia&e,
? Sales person at the retails counters should have proper knowledge about
the product
? Should !ocus "ore on brand awareness
? #echnological $ other aspects should be re considered and re%christened
90
4I4LIOGRAP/6
$$$,&usiness%no$"o$,!om
$$$,arti!esnat!",!om
$$$,)mmg,net
$$$,indiastat,!om
$$$,&usiness,!om
$$$,&iCgroet"i)e,!om
$$$,1888arti!es,!om
$$$,MastersofSu!!ess,&iC
$$$,=Cine.rti!es,!om
$$$,get!ientsno$,!om
91
<(ESTIONNAIRE
OBJECTIVE: -o do a in-de#t" sur)ey of $ater #urifiers a)aia&e in t"e mar%et and to arm you
$it" t"e information $it" $"i!" you !an see!t t"e &est $ater #urifier de)i!e suita&e for your
"ome,
1, Do you use any %ind of $ater #urifier at "omeQ
U;es U
2, If yes, $"i!" !om#any $ater #urifier u "a)e Q
U =ure%a <or&es U Aent $ater #urifier
U 'u U P"ii#s
U D"ir#oo U.ny ot"er
1, Does your $ater #urifier !onsume ee!tri!ityQ
U yes U
2, ?efore &uying any %ind of $ater #urifier do you $ant to see t"e demonstration or %no$ t"e
detais Q
U ;es U
3, Does t"e $ater after #urifi!ation taste good, is odouress, and oo%s !earQ
U ;es U U DonKt %no$
5, D"at #ri!e do you t"in% is a##ro#riate for a $ater #urifierQ
U Rs 2000 M Rs 3000 U Rs 3000 M Rs 10000 U Rs 10000-13000 URs More t"an 13000
6, Is your $ater #urifier &a!%ed &y de#enda&e after saes ser)i!eQ
U ;es U
8, Does your $ater #urifier !omes $it" $arranty if yes "o$ mu!"Q
U Si/ mont" U 4ne ;ear U -$o ;ear U More t"an a&o)e
9, 'a)e you re!enty !ome a!ross any %ind of mar%eting a!ti)ities for #urifiersQ
U Road s"o$s U >isua Mer!"andising U4t"ers
92
10, D"ere do you #refer to &uy a $ater #urifier fromQ
U Retai 4utets U <ran!"isee deaers U Demo at your doorste#
11, D"ie &uying any $ater #urifier $"at !omes to your mind firstQ
U Pri!e U 'eat" 9 Safety U ?ot"
:ame I
.ge I
Se/IML<
.ddressI
4!!u#ationI -
7onta!tI-
A-r -t*er in3-rmati-n, ,- t- "tt#ILL$$$,dasranjan,&ogs#ot,!omL
( $i find more num&er of sides, imeages, ##ts 9 more t"ings0,
T*an2 7-u
93
94
doc_495185736.doc
Since 1993, KIOSK Information Systems has led the industry in design and manufacturing of self-service kiosks. The team is a "cradle to grave" service organization that takes full ownership in the success of customer programs - from initial solution design to manufacturing and field services.
A
PROJECT REPORT ON
A Study on marketing mix & competitive analysis of
“Pure it” (HUL)
Submitted By:
Smruti Ranjan Das
Roll No. 0!
P"D#$R# %00!$&&
'NDER T(E "')DANCE O*
Dr. R. Padmaja
+Assistant Pro,. #ar-etin./
)N PART)A0 *'0*)0#ENT *OR T(E A1ARD O* T(E DE"REE O*
POST "RAD'ATE D)P0O#A )N #ANA"E#ENT
+RETA)0 2 #AR3ET)N"/
)NST)T'TE O* P'B0)C ENTERPR)SE
1
OS#AN)A 'N)4ERS)T5 CA#P'S
(5DERABAD 6 700 008
DECLARATION
I, Smruti Ranjan Das, a student of PGDM-RM (2009-11) studying at IPE (Institute of
Public Enterprise), Hyderabad, soemny de!are t"at t"e #roje!t $or% tited- ‘A Study
on Effectiveness of Kiosk-based sales cannel ! co"petitive analysis of #Pure it$
(H%&)' $as !arried out &y me at 'industan (nie)er *imited+ 'ydera&ad, in #artia
fufiment of t"e PGDM #rogramme,-"is #rogramme $as underta%en as a #art of
a!ademi! !urri!uum a!!ording to t"e (ni)ersity rues and norms and &y no !ommer!ia
interest and moti)es,
Place:
Date
Smruti Ranjan Das
PGDM-RM (!"#
$"-%%
2
AC&NO'LEDGEMENT
I fee great #easure for t"e !om#etion of t"is #roje!t, .t t"e )ery outset I $oud
e/#ress my sin!ere t"an%s and dee# sense of gratitude to #ersonne $"o "e#ed me
during t"e !oe!tion of data and ga)e me rare and )aua&e guidan!e for t"e
#re#aration of t"is re#ort,
I am t"an%fu to Prof () K) *isra, +irector of IPE and Prof +r ,) Srikant, P-+*-
(* .o-ordinater for gi)ing us su!" a $onderfu o##ortunity to $or% $it" !or#orate as a
#art of our #roje!t $or% and !onstanty moti)ating rig"t from t"e &eginning,
I t"an% Assistant prof +r K)Pad"a/a, Assistan Prof) *arketin0 for "is !ontinuous
#atien!e and su##ort,
I ta%e t"is o##ortunity to e/#ress my dee# sense of gratitude and a##re!iation to my
#roje!t guide *r) Souba0ya 1is2al (Area sales *ana0er, Hindustan %nilever &td) for
assistan!e, moti)ation, and &eing a !ontinua sour!e of en!ouragement for me,
I $oud i%e to t"an% *r) +) *itra, 1usiness +evelop"ent E3ecutive (1+E), *r)
,enkat (avi, 4erritory Sales 5fficer (4S5), *r) A/ay,4erritory Sales 5fficer(4S5)
,H%&$ Pure it$ Hyderabad, for a$ays "e#ing me rig"t from t"e &eginning of t"e
Proje!t, I am t"an%fu to my #roje!t guide *r) -) (a"u, 6one sales officer for "is timey
guidan!e, !oo#eration and en!ouragement,
3
I ta%e o##ortunity to t"an%s a my friends and aso t"an% a #eo#e $"o dire!ty or
indire!ty !on!erned $it" t"is #roje!t, I aso e/#ress my gratitude to my #arents $"o gi)e
a !onstant su##ort and o)e t"roug"out my ife and !areer,
SMR(TI RAN)AN DAS
.574E74S
C*a+ters
Pa,e N-.
Introdu!tion000000000000000000000000000 (1- 1)
Mar%et Resear!"0000000000000000000000000, ,(2 -3)
4&je!ti)es0000000000000000000000000000, (5)
Met"odoogy000000000000000000000000000, (6)
Data 7oe!tion00000000000000000000000000,, (8)
S!o#e 9 Im#ortan!e of study000000000000000000000, (9)
Dire!t Mar%eting000000000000000000000000,,,,,,,,, (10)
Seing Strategy .do#ted00000000000000000000000, (11)
Mar%eting Mi/000000000000000000000000000,, (12)
*imitation of t"e study000000000000000000000000 (12)
4
C*a+ters
Pa,e N-.
I
(S-R; PR4<I*=00000000000000000 (11-15)74MP.:; PR4<I*=00000000000000000, (16-22)
74MP=-.-I>= .:.*;SIS00000000000000,, (23-12)
D.-. PR=S=:-.-I4: 9 .:.*;SIS0000000000, (11-50)
74:7*(SI4:0000000000000000000,,,,,,, (51)
R=74MM=
.-I4:S00000000000000000 (52)?I?*I4GR.P';0000000000000000000,, (51)
.PP=
I7=S@uestionnaire00000000000000000000000000,,, (52-53)
5
C/APTER-%
6
INTROD(CTION
Sin!e 1991, AI4SA Information Systems "as ed t"e industry in design and manufa!turing of
sef-ser)i!e %ios%s, -"e team is a B!rade to gra)eB ser)i!e organiCation t"at ta%es fu o$ners"i#
in t"e su!!ess of !ustomer #rograms - from initia soution design to manufa!turing and fied
ser)i!es, AI4SA "as #artnered $it" !ients in a fu !om#ement of )erti!a mar%ets, transforming
sef-ser)i!e !on!e#ts to de#oyed soutions, Proje!ts range from traditiona a##i!ations i%e
retai, order entry, and "uman resour!es to "ig"y s#e!iaiCed soutions in &an%ing, "eat"!are,
air#ort se!urity, and outdoor ti!%eting, Dit" 100,000E %ios%s de#oyed a!ross t"is &road mar%et
s#e!trum, AI4SAFs a&iities in !ustomiCed design, so#"isti!ated #eri#"era integration, )oume
manufa!turing, and fied ser)i!es "a)e &een e/er!ised far dee#er t"an any industry !om#etitor,
7ients $it" 800 - 1000 unit nation$ide de#oyments su!" as .-9-, Da-Mart, Safe$ay,
Pe#si7o, Sony, 'P, and -I4 set t"e standards &ar "ig", and AI4SA "as !onsistenty #ro)en t"e
a&iity to e/e!ute at e)ery stage of t"e #rogram ife !y!e,
Aios%s system is used for saes #ro!essing and in)entory tra!%ing, -raditionay, %ios%s
$ere sim#y manned saes &oot"s generay o!ated in s"o##ing !enters, -oday, %ios%s system "as
&e!ome ee!troni!ay-&ased, intera!ti)e terminas t"at ao$ users to !ondu!t &usiness or a!!ess
t"e Internet, Aios%s system te!"noogy is &e!oming a mu!" more !ommon met"od to !ondu!t
&usiness, in!rease saes, intera!t $it" !ustomers, and e)en !ondu!t interna &usiness o#erations
7
su!" as "uman resour!e fun!tions, Aios%s system !an &e found in a $ide )ariety of o!ations
in!uding !ity streets, s"o##ing mas, air#orts, restaurants, retai stores, and non-retai &usiness
offi!es, Some !ommon a##i!ations of intera!ti)e %ios%s systems in!ude .-M %ios%s, Internet
%ios%s, store gift registries and gift !ard %ios%s, saes and mar%eting %ios%s, &i #ayment %ios%s,
gaming, %ios%s, sef !"e!% out %ios%s, "uman resour!e %ios%s, and e-!ommer!e %ios%s,
Aios%s systems #ro)ide fun!tionaity t"at !an aso &e in!or#orated into a sef ser)i!e %ios%,
. #oint of sae system is !om#uter-&ased system t"at ao$s &usinesses to !a#ture saes data and
ot"er !ustomer transa!tions, Aios%s systems are a)aia&e for t"e smaest retai &usiness to t"e
argest go&a !ongomerate,. s"o##ing ma or outdoor !enter is t"e most !ommon #a!e to find
mer!"ant-manned %ios% &usinesses, Sometimes t"ese sma &oot"s oo% i%e !arts, reminis!ent of
#edders from !enturies #ast, -"e mer!"ant #ays a renta fee to t"e o$ner of t"e s"o##ing !enter
for t"e use of t"e %ios%,7ustomers $a% &y t"e %ios% and !an easiy )ie$ t"e items for sae, -"e
saes asso!iate may greet !ustomers as t"ey $a% &y and try to dra$ t"eir attention, Sometimes,
demonstrations of t"e #rodu!t are "ed on t"e s#ot, 7onsumers t"en #ur!"ase items dire!ty from
t"e %ios%,
8
MAR&ET RESEARC/
Intr-0ucti-n:
(suay it is said t"at if mar%eting $oud &e a train, t"en mar%et resear!" $oud &e t"e
o!omoti)e, In ot"er $ords, mar%et resear!" s"oud ideay &e t"e starting #oint of any mar%eting
e/er!ise, 7ondu!ting any mar%eting e/er!ise - &e it reated to #ri!ing, #romotion or distri&ution
of a #rodu!t or ser)i!e, $it"out resear!"ing t"e #otentia mar%et is as sensi&e as setting out to
se sand in t"e Sa"ara Desert, Mar%et resear!" #ro)ides t"e ans$ers to a t"e Guestions t"at
generay o!!u#y t"e minds of mar%eters, at e)ery stage of t"e mar%eting #ro!ess,
Gr-1t* Tren0s in Mar2et Researc*
India, fastest gro$ing mar%et resear!" industry in t"e $ord, $it" gro$t" rates at around 11 H
(2005-06) , 7"ina is a distant se!ond gro$ing at 20 H, -"e siCe of t"e industry if of 393 !rore,
&ut t"e industry is gro$ing ra#idy $it" a ot of &usiness !oming from o)erseas, -"e &usiness
!oming from o)erseas from o)erseas in)o)es ot of outsour!ing as !ost ad)antages are
enormous, -"e #ro!essing of data is amost 30H !"ea#er in India, -"e #ro!essing of data is
amost 30H !"ea#er are in India t"an in de)eo#ed !ountries, -"e outsour!ing &usiness amounts
to amost for t"e 8 H industry and t"is figure is dou&ing in )aue e)ery year,
Aey Payers in Mar%et Resear!"I-
9
IMR? (Indian Mar%et Resear!" ?ureau)
I7MR (Indian 7oun!i of Mar%et Resear!")
Information Resour!e In!or#oration
D Grou# Information. ,7, :iesen India P)t, *td,
MaritC Resear!"
Sc-+e -3 Mar2et Researc*
Many #eo#e t"in% t"at mar%eting resear!" is just a !onsumer sur)ey, as%ing !onsumers a&out
!ertain #rodu!t or ser)i!es, -"oug" !onsumer resear!" is an integra #art of mar%eting resear!",
t"e atter is Guite a #er)asi)e a!ti)ity, !o)ering t"e )arious ty#es of mar%eting #ro&ems t"at
!onfront t"e mar%eting manager, -"ere are )arious dis!ussion !onfined to t"e mar%et resear!"
$"i!" are as foo$s,
? Produ!t Resear!"
? Saes Resear!"
? 7ustomer Resear!"
? Pri!ing Resear!"
? .d)ertising Resear!"
10
O4)ECTI5ES
-"e foo$ings are t"e main o&je!ti)es of t"is resear!" #roje!t
? 'o$ to in!rease #rodu!ti)ity of saes in Aios%s
? 7om#etiti)e anaysis of JP(R= I-K
11
MET/ODOLOG6
T7+e -3 researc*-Descri+ti8e 9 E:+l-rat-r7 researc*
Des!ri#ti)e study is a fa!t finding in)estigation $it" an adeGuate inter#retation, It is t"e sim#est
ty#e of resear!" and is more s#e!ifi!, Mainy designed to gat"er des!ri#ti)e information and
#ro)ides information for formuating more so#"isti!ated studies, Des!ri#ti)e resear!", aso
%no$n as statisti!a resear!", des!ri&es data and !"ara!teristi!s a&out t"e #o#uation or
#"enomenon &eing studies,
Scalin, tec*ni;ue
<or t"e measurement of )aria&es,
mina S!ae is used $"i!" is t"e most $idey used s!ae inmar%et resear!", $"ere res#ondents s#e!ify t"eir res#onse to a statement,
12
DATA COLLECTION
%. Primar7 Data
(A#.<uesti-nnaireI - . set of Guestions reated to t"e resear!" to#i! $as formuated, Res#onse
for ea!" Guestions in!uded in t"e Guestionnaire "as &een !oe!ted from t"e !ustomers,
(4#. Inter8ie1I - .#art from !oe!ting different res#onses from t"e !ustomers some e/tra
information "as &een o&tained t"roug" fa!e to fa!e inter)ie$ing a!ti)ity,
$. Sec-n0ar7 Data
? Se!ondary resear!" $as done to &uid an in-de#t" understanding of t"e %ios%(outrea!")
? Information from )arious #u&is"ed resour!es i%e India stat and ot"er resear!" &odies
$ere aso used to )aidate t"e mar%et figures and !ross-)aidate t"e data,
? Detaied anaysis of se!ondary information $as used to arri)e at t"e s#e!ifi! frame$or%s
#ro)ided in t"e re#ort,
=. Sam+lin, met*-0-l-,7: -"e sam#ing met"odoogy used is
n Pro&a&iity sam#ingte!"niGue-7on)enien!e sam#ing (. non #ro&a&iity sam#ing te!"niGue t"at attem#ts to o&tain a
sam#e of !on)enient eements, -"e see!tion of sam#ing unit is eft #rimariy to t"e inter)ie$er)
13
!. Sam+le si>e: I "ad !"osen 100 sam#es for t"e anaysis,
?. <uesti-nnaire: -"e Guestionnaire is formed in su!" a $ay t"at t"e information reGuired
for t"e study is a!Guired from ea!" item i,e, Guestions, 'ere I "a)e used
mina s!ae ofmeasurement to measure t"e res#ondentKs res#onses $it" ea!" of t"e series of t"e items in t"e
form of statements, -"e res#ondentsK !ategory range from "ouse$i)es 9 $or%ing $omen to
$or%ing men,
@. Sam+lin, 0esi,n:
I. See!tion of study area: 'ydera&ad and Se!undera&ad II. See!tion of Sam#e siCe: 100
SCOPE AND IMPORTANCE OA T/E ST(D6
-"e #roje!t aims to get us out of t"e !assroom and into t"e rea $ord of !om#aniesL !om#etitors,
mar%ets, managers and !ustomers, <or me, it o#ens t"e $ay for $a%ing into e/#erien!es, -"e
utimate goa of t"is resear!" is enormous $it" its true sense, P"ysi!ay and #ra!ti!ay, it s"o$s
t"e #otentia for t"e !om#any and me,
? -"e s!o#e of t"e #roje!t "e#s in anayCing t"e fa!tors, $"i!" infuen!e t"e referring
&e"a)ior of !ustomers,
? -"e s!o#e is su!" t"at t"e study "as &een !ondu!ted &y ta%ing sam#es from different
areas, $"i!" de#i!ts t"e o)era #i!ture,
? -"e resuts o&tained $i gi)e an o)er)ie$ of t"e different !riteria &ased on $"i!" an
e/isting !ustomer !an &e used to generate suffi!ient eads for t"e !om#any,
? -"e study !an &e "e#fu in ta%ing de!ision so as to im#ro)e t"e a##roa!" to$ards
!ustomers for getting referen!e and ser)i!e,
? -"is #roje!t aso "e#s to %no$ "o$ an organiCation $or%s in rea en)ironment and under
different mar%et s!enario,
Im+-rtance -3 Stu07:
14
-"e main #ur#ose of study is to in!rease t"e #rodu!ti)ity of %ios% (outrea!") regarding '(* Pure
it $ater #urifiers, -"e sur)ey $as !ondu!ted in 'ydera&ad and Se!undera&ad area not a &ut ony
some #arts "a)e in!uded for sur)ey, Due to s"ortage of time it $as not #ossi&e to !o)er t"e
$"oe areas, -"us t"e s!o#e of t"e study $as !om#eted $it" t"e time and resour!es a)aia&e,
Direct Mar2etin,
Dire!t Mar%eting is a met"od $"i!" "e#s to !reate a dire!t !onne!tion $it" t"e #otentia
!onsumer to o&tain an immediate res#onse and !uti)ate asting !onsumer reations"i#,
'industan (nie)er imited is t"e !om#any in India to doing dire!t mar%eting in $ater #urifier,
-oday it is .sia argest dire!t seing organiCation, It "as dire!t seing for!e tou!"ing 1,3
miion Indian "omes and adding 1000 !ustomers daiy, It "as deaers and distri&utors a!ross
t"e !ountry and o#erating in o)er to$ns and !ities,
A08anta,es -3 Direct Mar2etin,
? It is easy, !on)enient and #ri)ate,
? Pro)ides more !"oi!e to t"e !onsumer
? 7onsumers !an a)ai &est #ri!e as t"ere is no midde men in)o)ed,
? 'e#fu for t"e !om#anies to &uid a !ose and dire!t reation $it" t"e !onsumer,
? It sa)es t"e )aua&e time of t"e $or%ing and &usy #eo#e,
Disa08anta,es -3 Direct Mar2etin,
15
? 7onsumer !anKt tou!" and fee t"e #rodu!t &efore &uying
? -"e s!o#e of e/#ansion is imited in t"is %ind of mar%eting
? It "as "ig"er #er #erson !ost t"an ot"er form of ad)ertising,
? -"ere is a great s!o#e for miseading and de!ei)ing !ustomers &y dis"onest &usinessman,
? It may !ause irritation to t"e !onsumer t"roug" un$anted mai and s#am,
SELLING STRATEG6 ADOPTED
?e!ause of t"e o$ interest and sin!e t"e #rodu!t &enefits needs to &e demonstrated to t"e
!ustomers, !on)entiona distri&ution $as not )ia&e, 'en!e 'industan (nie)er imited !"ose t"e
ess tra)eed Dire!t Seing route,
-"e 'industan (nie)erKs saes man in $ater di)ision is !aed PD=, It "as t"ree streams for
seing of #rodu!t i,e, !od !as (door to door seing), outrea!" (Aios%) and !ini! ('os#ita), It is
a toug" jo& for t"ese saesmen $"o "a)e to go t"roug" t"e B!od !asB to get a sae, .t one #oint
of time, &e!ause of t"e aggressi)e nature of t"ese saes #ersons, #eo#e &e!ame s!ared e)en to
isten to t"ese saes #ersons,
$ t"is aggression "as meo$ed do$n to a more #rofessionasaes a##roa!",
Seing Strategy ado#ted &y !om#any are, 1, Dire!t Seing- Door-to-Door Seing 2, 4utrea!"
(Aios%) 1,7ini! ('os#ita)
Pr-0uct Se,mentati-n
16
'industan (nie)er ses different $ater-#urifiers on t"e &asis of !assifying t"eir utiity and
#ri!e afforda&iity, -"e $ater #urifiers are !assified as foo$sI
(1)Pure it !om#a!t M Rs 1000 L-
(2)Pure it M03 Mode M Rs 2000 L-
(1)Pure it .utofi MRs 1200 L-
(2)Pure it Mar)ea MRs 5900 L-
Mar2etin, Mi:
PROD(CT PRICE
a) =asiy a)aia&e nation$ide,
&)=asy to "ande,
!) Muti#e #rodu!ts aun!"ed for ea!" #rodu!t
ty#e,
a) Produ!t #ri!e range di)ided into four
segments to target different audien!es,
&) *o$ !ost of maintenan!e and
!onsuma&e,
!) ?est #ri!es offered $"en !om#ared
to ot"er !om#etitors,
PROMOTION PLACE
a).!ti)e su&s!ri#tion immediatey
&) Rig"t time instaation of #rodu!ts
!) Pro#ery re#air ser)i!es against #aid .M7Ks,
d) Ser)i!e during !ontra!t #eriod
a) (r&an edu!ated India t"at !ares for
t"eir famiy,
&) .reas #rone to diseases,
7) Strategi!ay !"osen o!ations for !at!"ing
t"e eye of #otentia !onsumers,
d) >arious stas near mar%et #a!es
LIMITATION OA T/E ST(D6
17
? -ime is t"e major !onstraint in t"e study
? My Study is !onfined to 100 res#ondents,
? Resear!" is done ony in some #arts of 'ydera&ad
? Res#ondents <atigue,
? Resear!"er ine/#erien!e,
? *anguage (-eugu)
C/APTER-$
18
IND(STR6 PROAILE
In t"e ast de!ade and more, t"e !ountry "as undergone many !"anges and one of t"e im#ortant
ones is t"at #eo#e "a)e &e!ome "eat" !ons!ious, Peo#e reaiCed t"at around 80 #er !ent of
diseases in India are !aused &y $ater-&orne mi!ro-organisms, .!!ording to a 2009 Dord 'eat"
4rganiCation re#ort, 1,1 &iion #eo#e a!% a!!ess to an im#ro)ed drin%ing $ater su##y, 88H of
t"e 2 &iion annua !ases of diarr"ea disease are attri&uted to unsafe $ater and inadeGuate
sanitation and "ygiene, and 1,8 miion #eo#e die from diarr"ea diseases ea!" year, -"e D'4
estimates t"at 92H of t"ese diarr"ea !ases are #re)enta&e t"roug" modifi!ations to t"e
en)ironment, in!uding a!!ess to safe $ater, Sim#e te!"niGues for treating $ater at "ome, su!"
as !"orination, fiters, and soar disinfe!tion, and storing it in safe !ontainers !oud sa)e a "uge
num&er of i)es ea!" year, Redu!ing deat"s from $ater&orne diseases is a major #u&i! "eat"
goa in de)eo#ing !ountries,
Dater #urifier are one of t"e most used %it!"en utiities ,.)aia&e in India ,$ater #urififi!ation
and &a!%#a!%ing is an industy in itsef in India,#orta&e >ersion of Dater #urifiers are a)aia&e
for !am#ing and "a%ing,Dater #urifi!ation met"ods in!ude t"e me!"aniCed )ersion as $e as t"e
age od and time-tested $ater #urifi!ation ta&ets,t"e Dater #urifi!ation #ro!ess in!udes
remo)ing !ontaminants from t"e ra$ $ater sour!e,Some of t"e "ome remedies for $ater
19
#urifi!ation are &oiing or t"e use of t"e "ouse"od !"ar!oa fiter,?ut t"ese do not ensure t"e
reGuired standard of $ater #urifi!ation t"us a #ro#er treatment is mandatory,-"atKs $"ere t"e
$ater #urifiers for "ome ste# in treatment of $ater &y oCone aso #ro)ides !ertain e)es of #urity,
'ater Puri3ier c-m+anies in In0ia
-"e main manufa!tures "a)ing t"e major s"are of t"e $ater #urifiers areI
=ure%a <or&es
P"ii#s
Aent
D"ir#oo
(s"a ?rita
.faa
Godrej
'i-te!"
Nai#an
Aenstar
Ma"araja D"iteine
4r#at
Oero ?
'ater Puri3ier Mar2et in In0ia $%
-"e $ater #urifi!ation and treatment industry in India, under siege from !"ea# im#orts of$ater
treatment #rodu!ts from 7"ina, is $or%ing to set standards for t"e $ater treatment industry in t"e
!ountry as a safeguard against Fs#uriousF #rodu!ts, -"is, is &eing done t"roug" a !ertifi!ation
#ro!ess, 'en!e, for t"e first time t"e industry "as #ut its "ead toget"er to !ome u# $it" a
soution,In a !ountry i%e India, $"ere $ater s!ar!ity is gro$ing &y t"e day, t"ere are too many
20
issues reating to $ater, -"is "as meant t"at t"ere are dime a doCen firms t"at are trying to ma%e
t"e &est of t"e situation,
$ t"ere is a !amour for #ro#er standards,In0ia 'ater Puri3ier Mar2et *as tremen0-us ,r-1t* +-tential
Go&ay more t"an one &iion #eo#e a!% a!!ess to safe drin%ing $ater and a##ro/imatey 2,2
?iion #eo#e a!% a!!ess to #ro#er sanitation, neary a of t"em in t"e de)eo#ing !ountries,
in!uding India, :eary a t"ird of t"e $ordFs #o#uation $ord$ide i)e in $ater-stressed areas,
-"is figure is e/#e!ted to rise to t$o-t"ird of t"e #o#uation &y 2023,Dit" in!reasing num&er of
#eo#e &e!oming !ons!ious of t"e ris%s of drin%ing !ontaminated $ater, t"e demand for $ater
#urifiers is rising ra#idy, In t"e #ast fe$ years, Indian $ater #urifier industry "as $itnessed an
e/#onentia gro$t" of 22H 7.GR, -"e $ater #urifier industry saes gre$ dramati!ay during
<;F09 as !om#ared to #re)ious fis!as due to im#ro)ing demand and e/#anding #rodu!tion
!a#a!ity, -"e industry sa$ "ig" gro$t" of rate 16H during <;F08 due to t"e in!reasing a$areness
for safe drin%ing $ater, -"e (> segment, $"i!" !onstitutes more t"an 33H of t"e industry and is
a %ey fo!us area for $ater #urifier manufa!turers, due to t"e "ig"er margins it offers, is e/#e!ted
to !ontinue its ra#id gro$t", .!!ording to Resear!", Indian Dater Purifier industry $i !ontinue
its gro$t" traje!tory and is e/#e!ted to $itness a turno)er gro$t" of more t"an 22H 7.GR
during t"e #eriod &et$een <;F11 and to <;F12,Resear!" !ondu!ted a sur)ey a!ross 10 major
!ities in India $it" 500 users of $ater #urifier to understand t"e mar%et siCe, gro$t" dri)ers,
issues and &uying &e"a)iour #atterns, -"e !ities !o)ered in sur)ey $ere, De"i, Mum&ai,
Ao%ata,7"ennai, ?angaore, 'ydera&ad, ."meda&ad, 7"andigar", Pune and ?"o#a,
21
C/APTER-=
22
COMPAN6 PROAILE
'industan (nie)er *imited ('(*) is IndiaFs argest fast mo)ing !onsumer goods 7om#any, $it"
eaders"i# in 'ome 9 Persona 7are Produ!ts and <oods 9 ?e)erages, '(*Fs &rands, s#read
a!ross 20 distin!t !onsumer !ategories, tou!" t"e i)es of t$o out
of t"ree Indians, -"ey endo$ t"e !om#any $it" a s!ae of !om&ined )oumes of a&out 2
miion tonnes and saes of neary Rs,11, 618 !rores, -"e mission t"at ins#ires '(*Fs o)er 13,000
em#oyees is to Badd )itaity to ifeB, Dit" 13 Po$er ?rands, '(* meets
e)eryday needs for nutrition, "ygiene, and #ersona !are $it" &rands t"at "e# #eo#e fee good,
oo% good and get more out of ife, It is a mission '(* s"ares $it" its #arent
!om#any, (nie)er, $"i!" "ods 31,33H of t"e eGuity, -"e rest of t"e s"are"oding is
distri&uted among 150,563 indi)idua s"are"oders and finan!ia institutions, . <ortune
300 transnationa, (nie)er ses <oods and 'ome and Persona 7are &rands in a&out 100
!ountries $ord$ide,
'(* is aso one of t"e !ountryFs argest e/#orters+ it "as &een re!ogniCed as a Goden
Su#er Star -rading 'ouse &y t"e Go)ernment of India, 4)er time '(* "as de)eo#ed
into a )ia&e 9 !om#etiti)e sour!ing &ase for (nie)er $ord$ide in 'ome and Persona
7are 9 <oods 9 ?e)erages !ategory of #rodu!ts, '(* is aso a go&a mar%eting arm for
see!t i!ensed (nie)er &rands and aso $or%s on &uiding !ategories $it" !ore !ountry
ad)antage su!" as &randed &asmati ri!e,
'(*Fs &rands - i%e *ife&uoy, *u/, Surf =/!e, Rin, D"ee, <air 9 *o)ey, PondFs,
Sunsi%, 7ini!, Pe#sodent, 7ose-u#, *a%me, ?roo%e ?ond, Aissan, Anorr-.nna#urna,
A$aity DaFs M are "ouse"od names a!ross t"e !ountry and s#an many !ategories -
soa#s, detergents, #ersona #rodu!ts, tea, !offee, &randed sta#es, i!e !ream and !uinary #rodu!ts,
-"ey are manufa!tured o)er 20 fa!tories a!ross India, -"e o#erations in)o)e o)er 2,000
23
su##iers and asso!iates, '(*Fs distri&ution net$or%, !om#rising a&out 2,000 redistri&ution
sto!%ists, !o)ering 5,1 miion retai outets rea!"ing t"e entire ur&an #o#uation, and a&out 230
miion rura !onsumers,
'(* &eie)es t"at an organisationFs $ort" is aso in t"e ser)i!e it renders to t"e
!ommunity, '(* is fo!using on "eat" 9 "ygiene edu!ation, $omen em#o$erment, and
$ater management, It is aso in)o)ed in edu!ation and re"a&iitation of s#e!ia or
under#ri)ieged !"idren, !are for t"e destitute and 'I>-#ositi)e, and rura de)eo#ment,
'(* "as aso res#onded in !ase of nationa !aamities L ad)ersities and !ontri&utes
t"roug" )arious $efare measures, most re!ent &eing t"e )iage &uit &y '(* in
eart"Gua%e affe!ted Gujarat, and reief 9 re"a&iitation after t"e -sunami !aused
de)astation in Sout" India, In 2001, t"e !om#any em&ar%ed on an am&itious #rogramme, S"a%ti,
-"roug" S"a%ti,'(* is !reating mi!ro-enter#rise o##ortunities for rura $omen, t"ere&y
im#ro)ing t"eir i)ei"ood and t"e standard of i)ing in rura !ommunities, S"a%ti aso in!udes
"eat" and "ygiene edu!ation t"roug" t"e S"a%ti >ani Programme, and !reating a!!ess to ree)ant
information t"roug" t"e iS"a%ti !ommunity #orta, -"e #rogram no$ !o)ers 13 states in ndia and
"as o)er 23,000 $omen entre#reneurs in its fod, rea!"ing out to 100,000 #us )iages and
dire!ty rea!"ing to 130 miion rura !onsumers, ?y t"e end of 2010, S"a%ti aims to "a)e
100,000 S"a%ti entre#reneurs !o)ering 300,000 )iages, tou!"ing t"e i)es of o)er 500 miion
#eo#e,
'(* is aso running a rura "eat" #rogramme M *ife&uoy S$ast"ya 7"etana, -"e
#rogramme endea)ours to indu!e ado#tion of "ygieni! #ra!ti!es among rura Indians and aims to
&ring do$n t"e in!iden!e of diarr"oea, It "as aready tou!"ed 82,5 miion #eo#e in
a##ro/imatey 21890 )iages of 8 states, -"e )ision is to ma%e a &iion Indians fee safe and
se!ure,
24
/-me care Bran0s
'(* "as a di)erse #ortfoio of &rands offering "ome !are soutions for miions of !onsumers
a!ross India,
25
Pers-nal care Bran0s
26
7om#anyKs #ersona !are &rands, in!uding ./e, Do)e, *u/, PondFs, Re/ona and Sunsi%, are
re!ogniCed and o)e &y !onsumers a!ross India, -"ey "e# !onsumers to oo% good and fee good
and in turn get more out of ife,
27
28
A--0 Bran0s
'(* is one of IndiaKs eading food !om#anies, 4ur #assion for understanding $"at #eo#e $ant
and need from t"eir food - and $"at t"ey o)e a&out it - ma%es our &rands a #o#uar !"oi!e
29
'ater +uri3ier
Pure It is t"e $ordKs most ad)an!ed in-"ome $ater #urifier, Pure It, a &rea%t"roug" offering of
'industan (nie)er ('(*), #ro)ides !om#ete #rote!tion from a $ater-&orne diseases,
unmat!"ed !on)enien!e and afforda&iity,
30
Pure It-?ue Pure It Maroon
A-ur +uri3ier sta,es -3 Pure It
Pure it #urifies your drin%ing $ater in four stages, &eginning $it" t"e remo)a of )isi&e dirt,
foo$ed &y t"e remo)a of "armfu #arasites and #esti!ide im#urities, -"en, t"e "armfu )iruses
and &a!teria are remo)ed and finay t"e $ater is rendered !ear, odour ess and great tasting &y
remo)ing remaining im#urities,
'ater Puri3iers -33ere0 B7 /(L
31
-"e most ad)an!ed in-"ome $ater #urifier in t"e $ordP Pure It, a &rea%t"roug" offering of 'industan (nie)er, !omes
$it" many uniGue &enefits M !om#ete #rote!tion from a $ater-&orne diseases, great !on)enien!e, and unmat!"ed
afforda&iity, Pure ItKs uniGue Germ %i Pro!essor
te!"noogy remo)es a "armfu )iruses and &a!teria and remo)es
#arasites and #esti!ide im#urities, gi)ing to #eo#e $ater t"atFs Fas safe as &oied $aterF, It assures your famiy of 100H
#rote!tion from a $ater-&orne diseases i%e jaundi!e, diarr"ea, ty#"oid and !"oera, D"atKs more, it doesnKt need gas,
ee!tri!ity or !ontinuous ta# $ater su##y, Peo#e $i &e furt"er reassured to %no$ t"at Pure It meets stringent
internationa !riteria of =n)ironment Prote!tion .gen!y (=P.), (S. for "armfu )irus and &a!teria remo)a,
P(R= I- M.R>=**. P(R= I- .(-4-<I**
P(R= I- M03 P(R= I- 74MP.7-
32
C/APTER -!
C-m+etiti8e anal7sis -3 CPure ItD
'*at is C-m+etiti8e Anal7sisE
7om#etiti)e .naysis is a #ro!ess of gat"ering and anayCing information a&out !om#etitors, t"eir
#ra!ti!es, #rodu!ts, strengt"s and $ea%nesses and &usiness trends in order to assess our #osition
in t"e mar%et and im#ro)e !om#anyKs #rodu!ts and mar%eting strategies,
33
'*at is t*e +ur+-se -3 C-m+etiti8e Anal7sisE
In todayFs mar%et, i must %no$ $"at !om#etitors are doing and $"at to do to stay a"ead of t"e
!om#etition, Many &usinesses &eie)e t"ey are #ro)iding a good #rodu!t to t"eir !ustomers, &ut
do not "a)e reia&e information s"o$ing "o$ !ustomers #er!ei)e t"eir #rodu!t or "o$ it
!om#ares to t"e !om#etition,. 7om#etiti)e .naysis #erformed &y an un&iased t"ird #arty is an
in)aua&e too &e!ause it !an "e# to !om#any for identify $ays to attra!t ne$ !ustomers, as $e
as %ee# t"e ones you "a)e satisfied $it" !om#anyKs #rodu!ts,
• Strengt"s and $ea%nessesI 'o$ !om#anyKs #rodu!t sta!%s u# against t"e !om#etition and
in $"at areas t"ey "a)e an edge o)er !om#anyKs #rodu!t and in $"at areas !om#anyKs
#rodu!t is su#erior,
• Identify !om#etitorsI >erify $"o your #rimary and se!ondary !om#etitors are,
• Im#ro)ementsI 'o$ and in $"at areas !om#anyKs #rodu!t, #ro!esses, and #ra!ti!es must
&e im#ro)ed to meet mar%et demands or to stay a"ead of t"e !om#etition,
• Mar%etingI D"at im#ro)ements !om#any needs to ma%e in mar%eting a##roa!" -
!om#any may $ant to "ig"ig"t $"y t"eir #rodu!t is a"ead of t"e !om#etition, or t"e
uniGue features t"at !onsumers desire,
/-1 can C-m+etiti8e Anal7sis *el+ estaBlis* c-m+an7Fs +r-0uct as a
mar2et lea0erE
7om#etiti)e .naysis gi)es to !om#any a reaisti! )ie$ of t"eir !om#etition and t"e o##ortunity
to identify im#ro)ement in areas i%e !ustomer ser)i!es, and mar%eting !aims, It !an "e# to
!om#are #rodu!ts #rior to ma%ing t"eir mar%eting and #romotiona de!isions,
7om#etiti)e .naysis $i "e# a!!om#is" t"e foo$ingI
34
• 'a)e a reaisti! )ie$ of !om#any !om#etition,
• <oresee mar%et !"anges and demands,
• Identify $ays to attra!t !ustomers from !om#anyKs !om#etitors,
• Dis!o)er o##ortunities for im#ro)ement in !om#anyKs &usiness #ra!ti!es,
• Identify ne!essary !"anges in !om#anyKs #ro!esses to meet mar%et demands,
• Identify ne!essary !"anges in !om#anyKs #ro!esses to redu!e !osts,
A List -3 C-m+etit-rs
-"e anaysis &egins $it" a ist of 'industan (nie)er *imited ('(*) of $ater di)ision Pure itKs
!om#etitors, Most of t"e time, su!" a ist is !om#rised of $"at !om#any !o-!onsiders to &e its
!"ief !om#etitors, 'o$e)er, t"ere may &e ot"er !om#anies t"at indire!ty !om#ete $it" '(*,
ones t"at offer #rodu!ts or ser)i!es t"at are aiming for t"e same !ustomer !a#ita,
'industan (nie)er *imited ('(*) of $ater di)ision Pure its !om#etitors in t"e mar%et areI
1, =ure%a <or&es *imited
2, P"ii#s
1, D"ir#oo
2, Aent
3, (s"a ?rita
5, .faa
6, Aenstar
8, 'i-te!"
9, Oero ?
10, Modi Durant
11, 'em%und
35
12, Godrej
11, -ata
<uesti-ns t- as2
D"at Guestions s"oud &e as%ed $"en underta%ing !om#etitor anaysisQ
• D"o are !om#anyKs !om#etitorsQ
• D"at t"reats do t"ey #oseQ
• D"at is t"e #rofie of !om#etitorsQ
• D"at are t"e o&je!ti)es of !om#etitorsQ
• D"at strategies are !om#etitors #ursuing and "o$ su!!essfu are t"ese strategiesQ
• D"at are t"e strengt"s and $ea%nesses of !om#etitorsQ
• 'o$ !om#etitors are i%ey to res#ond to any !"anges to t"e $ay !om#any do &usinessQ
'*7 c-m+anies anal7>e c-m+etit-rsE
Some &usinesses t"in% it is &est to get on $it" t"eir o$n #ans and ignore t"e !om#etition, 4t"ers
&e!ome o&sessed $it" tra!%ing t"e a!tions of !om#etitors (often using under"and or iega
met"ods), Many &usinesses are "a##y sim#y to tra!% t"e !om#etition, !o#ying t"eir mo)es and
rea!ting to !"anges,
C-m+etit-r anal7sis *as se8eral im+-rtant r-les in strate,ic +lannin,:
• -o "e# management understand t"eir !om#etiti)e ad)antagesLdisad)antages reati)e to
!om#etitors,
R -o generate understanding of !om#etitorsK #ast, #resent (and most im#ortanty) future strategies,
R -o #ro)ide an informed &asis to de)eo# strategies to a!"ie)e !om#etiti)e ad)antage in t"e
future,
R -o "e# fore!ast t"e returns t"at may &e made from future in)estments,
S-urces -3 in3-rmati-n 3-r c-m+etit-r anal7sis
'o$ t"e sour!es of !om#etitor information !an &e neaty grou#ed into t"ree !ategoriesI
36
R Rec-r0e0 0ata: t"is is easiy a)aia&e in #u&is"ed form eit"er internay or e/ternay, Good
e/am#es in!ude !om#etitor annua re#orts and #rodu!t &ro!"ures+
R OBser8aBle 0ata: t"is "as to &e a!ti)ey soug"t and often assem&ed from se)era sour!es, .
good e/am#e is !om#etitor #ri!ing+
R O++-rtunistic 0ata: to get "od of t"is %ind of data reGuires a ot of #anning and organiCation,
'*at Businesses +r-BaBl7 alrea07 2n-1 t*eir c-m+etit-rsE
• 4)era saes and #rofits
• Saes and #rofits &y mar%et
• 7ost stru!ture
• Mar%et s"ares (re)enues and )oumes)
• 4rganiCation stru!ture
• Distri&ution system
• Identity L #rofie of senior management
• .d)ertising strategy and s#ending
• 7ustomer L !onsumer #rofie 9 attitudes
• 7ustomer retention e)es
'*at Businesses 1-ul0 reall7 li2e t- 2n-1 aB-ut c-m+etit-rsE
• Saes and #rofits &y #rodu!t
37
• Reati)e !osts
• 7ustomer satisfa!tion and ser)i!e e)es
• 7ustomer retention e)es
• Distri&ution !osts
• SiCe and Guaity of !ustomer data&ases
• .d)ertising effe!ti)eness
• <uture in)estment strategy
Strate,7 - c-m+etiti8e a08anta,e
7om#etiti)e ad)antage is an ad)antage o)er !om#etitors gained &y offering !onsumers greater
)aue, eit"er &y means of o$er #ri!es or &y #ro)iding greater &enefits and ser)i!e t"at justifies
"ig"er #ri!es,
Aeature C-m+aris-n
7om#ared $it" ot"er a)aia&e $ater #urifi!ation met"ods, Pureit is &y far t"e &est o#tion, in
terms of safety, !on)enien!e and afforda&iity,
38
&e7 3eatures Pureit 4-ilin,
+r-cess
Lea0in, (5
inline +uri3ier
Can0le 3ilter
Remo)es "armfu >iruses
?
:eed to &oi
?
Remo)es "armfu ?a!teria
?
for 10-20
?
Remo)es "armfu
Parasites(!auses amoe&iasis,
diarr"oea, et!)
?
Min
?
=nd-of-ife indi!ator
? ?
.d)an!ed .uto S$it!"-off
? ?
Great taste
? ?
Im#ro)es !arity
? ?
Remo)es odour
? ?
DoesnFt need e/#ensi)e gas
? ? ?
DoesnFt need ee!tri!ity
? ? ?
DoesnFt need !ontinuous ta#
$ater
? ? ?
DoesnKt need #um&ing
? ? ?
DoesnFt need an e/#ensi)e
? ? ?
maintenan!e !ontra!t
? ? ?
*o$ initia !ost
? ? ?
*o$ on-going !ost
? ?
-"e a&o)e ta&e s"o$s t"at PureitKs initia #ri!e of Rs, 2000 and t"e ongoing #ri!e of ony
Re, 1 for 2 itres of $ater is t"e most !om#etiti)e offer in t"e mar%et, -"is is &e!ause
Pureit doesnKt need e/#ensi)e gas, doesnKt need ee!tri!ity, doesnKt need maintenan!e,
C-st c-m+aris-n acr-ss +uri3icati-n met*-0s
39
Met*-0 -3 +uri3icati-n +aiseGlitre
7ost of Pureit $ater 22
7ost of Pureit $ater 13
7ost of &oiing $ater 26
7ost of eading (> in-ine #urifier 52
7ost of 20 itres of eading &otted $ater &rand 130
7ost of 1 itre of eading &otted $ater &rand 1200
C/APTERH?
40
DATA PRESENTATION 9 ANAL6SIS
-"e foo$ing data and information "as &een o&tained t"roug" resear!" a!ti)ity,
Are;uenc7 TaBle
TaBle ?.%: Are;uenc7 an0 Percenta,e -3 t*e res+-n0ents 1*- *a8e 1ater +uri3ier
'a)e a Dater Purifier <reGuen!y Per!ent
;es 28 28,0
32 32,0-ota 100 100,0
Ai, ?.%: Are;uenc7 an0 Percenta,e -3 t*e res+-n0ents 1*- *a8e 1ater +uri3ier
41
INTERPRETATION
42
-"e tota no, of res#ondents in!udes in t"e resear!" is 100,4ut of 100 res#ondents, 28 H
(28) of #eo#e "a)e a $ater #urifier and 32 H (32) #eo#e "a)e not $ater #urifier,
TaBle ?.$: Are;uenc7 an0 Percenta,e -3 res+-n0ents C1*ic* c-m+an7 1ater
+uri3ier, 7-u are usin, an0 1ill useD
D"i!" 7om#any <reGuen!y Per!ent
=ure%a <or&es 30 30,0
'(* Pure it 12 12,0
Aent 10 10,0
P"ii#s 10 10,0
D"ir#oo 6 6,0
.ny 4t"er 9 9,0
-ota % %.
Ai, ?.$: Are;uenc7 an0 Percenta,e -3 res+-n0ents C1*ic* c-m+an7 1ater +uri3ier,
7-u are usin, an0 1ill useD
43
INTERPRETATION
44
4ut of 100 res#ondents, t"e data of #eo#e are using $ater #urifier and #eo#e are not
using $ater #urifier ,-"ose #eo#e are not using $ater #urifier, if t"ey $i &uy ,t"ey $i
&uy ony t"is !om#anyKs #rodu!t i%e =ure%a <or&es,'u,Aent,P"ii#s,D"ir#oo,30H
(30),12H (12),10H (10),10H(10),6H (6),9H (9) of #eo#e are using and $i use =ure%a
<or&es, 'u, Aent, P"ii#s, D"ir#oo and any ot"er !om#anyKs $ater #urifier
TaBle ?.=: Are;uenc7 an0 Percenta,e -3 res+-n0ents aB-ut electricit7
=e!tri!ity <reGuen!y Per!ent
;es 62 62,0
28 28,0-ota % %.
Ai, ?.=: Are;uenc7 an0 Percenta,e -3 res+-n0ents aB-ut electricit7
45
46
INTERPRETATION
-"e a&o)e data tes a&out ee!tri!ity of $ater #urifier, t"at is t"e $ater #urifier is
$or%ing $it" ee!tri!ity or $it"out ee!tri!ity, 4ut of 100 res#ondents, 62 H (62) of
#eo#e "a)e gi)en t"eir )ie$ t"at JyesK and 28 H (28) of #eo#e "a)e gi)en t"eir )ie$
J
K,TaBle ?.!: Are;uenc7 an0 Percenta,e -3 res+-n0ents CBe3-re Bu7in, +r-0uct, 2n-1
aB-ut t*e +r-0uct -r 1ant t- see 0em-nstrati-n C
?efore ?uying, %no$ a&out
Produ!t
<reGuen!y Per!ent
;es 68 68,0
12 12,0DonFt Ano$ 10 10,0
-ota % %.
Ai, ?.!: Are;uenc7 an0 Percenta,e -3 res+-n0ents CBe3-re Bu7in, +r-0uct, 2n-1
aB-ut t*e +r-0uct -r 1ant t- see 0em-nstrati-n C
47
48
INTERPRETATION
-"e a&o)e data "as gi)en, &efore &uying t"e $ater #urifier+ #eo#e $ant to %no$ t"e
#rodu!t or $ant to see demonstration of t"e #rodu!t,68 H of #eo#e "a)e gi)en t"eir )ie$
J;esK, t"ey $ant to %no$ t"e #rodu!t detais,12 H of #eo#e "a)e gi)en t"eir )ie$ J
K,t"ey donKt $ant to %no$ t"e #rodu!t detais or #rodu!t %no$edge ,10 H of #eo#e "a)e
gi)en t"eir )ie$ JdonKt %no$K,
TaBle ?.?: Are;uenc7 an0 Percenta,e -3 res+-n0ents aB-ut taste ,--0, -0-rless an0
l--2s clear
-.S-= G44D,4D4R*=SS
*44AS 7*=.R
<R=@(=:7; P=R7=:-
;es 80 80,0
9 9,0DonFt Ano$ 11 11,0
-ota % %.
Ai, ?.?: Are;uenc7 an0 Percenta,e -3 res+-n0ents aB-ut taste ,--0, -0-rless an0
l--2s clear
49
50
INTERPRETATION
-"e a&o)e data "as gi)en t"e freGuen!y and #er!entage of res#ondents a&out taste of
$ater is good, odoress, oo%s !ear, 4ut of 100 res#ondents, 80 H (80) of #eo#e "a)e
gi)en t"eir )ie$ J;=SK, t"e taste of $ater is good, odoress and oo%s !ear,9 H (9) of
#eo#e "a)e tod J:4K, t"e taste of $ater is good, odoress and oo%s !ear and 11 H (11)
of #eo#e "a)e gi)en t"eir )ie$ JdonKt %no$K a&out taste of $ater,
TaBle ?.@: Are;uenc7 an0 +ercenta,e -3 res+-n0ents aB-ut c-st -3 1ater +uri3ier
74S- <R=@(=:7; P=R7=:-
Rs, 1000- Rs, 3,000 16 16,0
Rs, 5,000- Rs, 10,000 26 26,0
Rs, 11,000- Rs, 13,000 20 20,0
More t"an Rs, 13,000 15 15,0
51
-ota % %.
Ai, ?.@: Are;uenc7 an0 +ercenta,e -3 res+-n0ents aB-ut c-st -3 1ater +uri3ier
52
53
INTERPRETATION
-"e a&o)e data "as gi)en a&out freGuen!y and #er!entage of !ost of $ater #urifier, -"e
#er!entage of #eo#e $"o are using or $ant to &uy $ater #urifier in t"e !ost range Rs
1000- Rs 3000 $as found 16 H (16),-"e #er!entage of #eo#e $"o are using or $iing to
&uy $ater #urifier in t"e !ost range Rs 5000-Rs 10000 $as found 26 H (26), -"e
#er!entage of #eo#e $"o are using or $iing to &uy $ater #urifier in t"e !ost range Rs
11000-Rs 13000 $as found 20 H (20), -"e #er!entage of #eo#e $"o are using or $iing
to &uy $ater #urifier more t"an Rs 13000 $as found 15 H (15),
TaBle ?.I: Are;uenc7 an0 Percenta,e -3 res+-n0ents aB-ut ser8ice a3ter sales
S=R>I7= .<-=R S.*=S <R=@(=:7; P=R7=:-
;es 52 52,0
15 15,0-ota % %.
54
Ai, ?.I: Are;uenc7 an0 Percenta,e -3 res+-n0ents aB-ut ser8ice a3ter sales
55
56
INTERPRETATION
-"e a&o)e data "as gi)en freGuen!y and #er!entage of res#ondents a&out ser)i!e after
saes,52 H (52) of #eo#e "a)e gi)en t"eir )ie$ t"at after saes , ser)i!e is good and 15 H
(15) of #eo#e "a)e gi)en t"eir )ie$ t"at ser)i!e is not good,
TaBle ?.J: Are;uenc7 an0 Percenta,e -3 res+-n0ents aB-ut K1*ere t- +re3er t- Bu7
t*e 1ater +uri3ier
PR=<=R -4 ?(; <R=@(=:7; P=R7=:-
Retai 4utet 10 10,0
<ran!"isee Deaer 21 21,0
Demo at your doorste# 29 29,0
-4-.* % %
57
Ai, ?.J: Are;uenc7 an0 Percenta,e -3 res+-n0ents aB-ut K1*ere t- +re3er t- Bu7 t*e
1ater +uri3ier
58
59
INTERPRETATION
-"e a&o)e data "as gi)en freGuen!y and #er!entage of res#ondents a&out $"ere to #refer
to &uy t"e $ater #urifier 1)Retai 4utet 2)<ran!"isee deaer 1) Demo at your doorste#,
4ut of 100 res#ondents, 29 H (29) of #eo#e #refer to &uy $ater #urifier from demo at
your doorste#, 10 H (10) of #eo#e #refer to &uy $ater #urifier from retai outet and 21
H (21) of #eo#e #refer to &uy $ater #urifier from fran!"isee deaer,
TaBle ?.": Are;uenc7 an0 Percenta,e -3 res+-n0ents aB-ut 1arrant7 -3 1ater
+uri3ier
D.RR.:-; <reGuen!y Per!ent
5 Mont"s 21 21,0
1 year 20 20,0
2 ;ear 16 16,0
60
-ota % %.
Ai, ?.": Are;uenc7 an0 Percenta,e -3 res+-n0ents aB-ut 1arrant7 -3 1ater +uri3ier
61
62
INTERPRETATION
-"e a&o)e data "as gi)en freGuen!y and #er!entage a&out $arranty of $ater #urifier,
21H (21) of res#ondents "a)e gi)en t"eir )ie$, 5 mont" $arranty #eriod of $ater
#urifier, 20 H (20) of res#ondents "a)e gi)en t"eir )ie$, 1 year $arranty #eriod of $ater
#urifier, 16H (16) of res#ondents "a)e gi)en t"eir )ie$, 2 year $arranty #eriod of $ater
#urifier,
TaBle ?.%: Are;uenc7 an0 Percenta,e -3 res+-n0ents aB-ut 1*at c-mes 7-ur min0
3irst i.e. Price -r /ealt* 9 Sa3et7 -r 4-t*
D"at !omes your mind first <reGuen!y Per!ent
Pri!e 15 15,0
'eat" 9 Safety 19 19,0
?ot" 23 23,0
63
-ota % %.
Ai, ?.%: Are;uenc7 an0 +ercenta,e -3 res+-n0ents aB-ut 1*at c-mes 7-ur min0
3irst i.e. Price -r /ealt* 9 Sa3et7 -r 4-t*
64
INTERPRETATION
65
-"e a&o)e data "as tod, freGuen!y and #er!entage of res#ondents a&out $"at !omes
!ustomers mind first i,e, Pri!e or 'eat" or ?ot", 4ut of 100 res#ondents, 23 H (23) of
res#ondents "a)e gi)en t"eir )ie$ t"at &ot" t"at is #ri!e as $e as "eat" and safety,
Per!entage of res#ondents $"o are ony !on!ern a&out "eat" and safety $as found 19 H
(19),Per!entage of res#ondents $"o are !on!ern a&out ony #ri!e $as found 15 H (15),
TaBle ?.%%: Are;uenc7 an0 Percenta,e -3 res+-n0ents aB-ut mar2et acti8ities
Mar%et a!ti)ities <reGuen!y Per!ent
Road S"o$ 33 33,0
>isua Mer!"andising 10 10,0
4t"ers 13 13,0
-ota % %.
Ai, ?.%%: Are;uenc7 an0 Percenta,e -3 res+-n0ents aB-ut mar2et acti8ities -3 Pure
it
66
67
INTERPRETATION
- "e a&o)e data "as gi)en freGuen!y and #er!entage of res#ondents a&out mar%et
a!ti)ities of Pure it i,e, Road s"o$, >isua Mer!"andising and ot"ers, 4ut of 100
res#ondents, 33 H of res#ondents "a)e gi)en t"eir )ie$, t"ey see t"e road s"o$ of '(*
#rodu!t t"at is Pure it $ater #urifier, Per!entage of res#ondents $"o "a)e gi)en t"eir
)ie$ a&out )isua mer!"andising $as found 10 H (10) and 13 H (13) of res#ondents
"a)e gi)en t"eir )ie$ ot"er a!ti)ities !ondu!ted &y '(* !om#any,
CROSS TA4(LATIONS
TaBle ?.%$: Cr-ss taBulati-n Bet1een KC-m+an7 an0 Taste -3 1ater
D'I7'
74MP.:;
-astes good ,odoress ,oo%s !ear -ota
6es N- D-nFt &n-1
68
=ure%a <or&es 23 1 2 ?
'u 9 2 1 %!
%ent 9 1 0 %
P"ii#s 8 1 1 %
D"ir#oo 2 2 1 I
.ny 4t"er 3 2 2 "
-ota J " %% %
Ai, ?.%$: Cr-ss taBulati-n Bet1een KC-m+an7 an0 Taste -3 1ater
INTERPRETATION
%. PERCENTAGE 'IT/IN KCOMPAN6F
A. Eure2a A-rBes : Am-n, t*e t-tal ? Eure2a A-rBes users
69
-"e )ie$ of =ure%a <or&es users to$ard taste of $ater is good, odoress and oo%s
!ear $as found, ;es M 90 H (23),
- 2H (1), DonKt %no$- 8H (2)4. /ul : Am-n, t*e t-tal %! Pure it (/ul# users
-"e )ie$ of 'u users to$ard taste of $ater is good, odoress and oo%s !ear $as found,
;es M 52,1 H (9),
- 12,1H (2), DonKt %no$- 21,2H (1)C. &ent : Am-n, t*e t-tal % 2ent users
-"e )ie$ of Aent users to$ard taste of $ater is good, odoress and oo%s !ear $as found,
;es M 90 H (9),
- 10H (1), DonKt %no$- 0H (0)D. P*ili+s Am-n, t*e t-tal % P*ilis users
-"e )ie$ of P"ii#s users to$ard taste of $ater is good, odoress and oo%s !ear $as
found,
;es M 80 H (8),
- 10H (10), DonKt %no$- 10H (10)A. '*irl+--l: Am-n, t*e t-tal I '*irl+--l users
-"e )ie$ of D"ir#oo users to$ard taste of $ater is good, odoress and oo%s !ear $as
found,
;es M 31,1 H (2),
- 28,5H (2), DonKt %no$- 12,1H (12,1)G. An7 Ot*er: Am-n, t*e t-tal " an7 -t*er 1ater Puri3ier users
-"e )ie$ of any ot"er Dater #urifier users to$ard taste of $ater is good, odoress and
oo%s !ear $as found, ;es M 33,5 H (3),
- 22,2H (2), DonKt %no$- 22,2H (2)$. PERCENTAGE 'IT/IN KTASTE OA 'ATERF
A. 6es: .mong t"e tota 80 res#ondents for $"om t"e taste of $ater is good, odoress and oo%s
!ear,
-"e #er!entage of =ure%a <or&es users, 'u users, %ent users, P"ii#s users, $"ir#oo
users $as found 35,1H (23), 11,1H (9), 11,1 H (9), 10 H (8), 3 H (2), 5,1 H (3)
res#e!ti)ey,
4. N-: .mong t"e tota 9 res#ondents for $"om t"e taste of $ater is not good, odoress and
oo%s !ear
-"e #er!entage of =ure%a <or&es users, 'u users, %ent users, P"ii#s users, $"ir#oo
users $as found 11,1H (1), 22,2H (2), 11,1H (1), 11,1 H (1), 22,2H (2), 22,2H (2)
res#e!ti)ey,
70
C. D-nFt 2n-1 : .mong t"e tota 11 res#ondents ,t"ey donKt %no$ t"e taste of $ater is good,
odoress and oo%s !ear ,-"e #er!entage of =ure%a <or&es users, 'u users, %ent users,
P"ii#s users, $"ir#oo users $as found 15,1H (2), 26,1H (1), 0 H (0), 9,1 H (1), 9,1 H (1),
18,2 H (2) res#e!ti)ey,
TaBle ?.%=: Cr-ss taBulati-n Bet1een KC-m+an7 an0 Ser8ice a3ter salesF
D"i!" 7om#any Ser)i!e after saes -ota
6es N-
=ure%a <or&es 10 20 30
'u 9 3 12
Aent 8 2 10
P"ii#s 6 1 10
D"ir#oo 3 2 6
.ny 4t"er 3 2 9
-ota @! =@ %
Ai, ?.%=: Cr-ss taBulati-n Bet1een KC-m+an7 an0 Ser8ice a3ter salesF
71
INTERPRETATION
%. PERCENTAGE 'IT/IN CCOMPAN6D
A. Eure2a A-rBes : Am-n, t*e t-tal ? Eure2a A-rBes users
-"e )ie$ of =ure%a <or&es users to$ard ser)i!e after saes $as found, ;es M 50 H (10),
- 20H (20)4. /ul: Am-n, t*e t-tal %! /ul users
-"e )ie$ of 'u users to$ard ser)i!e after saes $as found, ;es M 52,1H H (9),
-13,6H (3)
C. &ent : Am-n, t*e t-tal % &ent users
72
-"e )ie$ of Aent users to$ard ser)i!e after saes $as found, ;es M 80 H (8),
- 20H(2)
D.P*illi+s: Am-n, t*e t-tal % P*illi+s users
-"e )ie$ of P"ii#s users to$ard ser)i!e after saes $as found, ;es M 60 H (6),
- 10H(1)
D. '*irl+--l : Am-n, t*e t-tal I '*irl+--l users
-"e )ie$ of D"ir#oo users to$ard ser)i!e after saes $as found, ;es M 61,2H (3),
-28,5H (2)
E. An7 -t*er: Am-n, t*e t-tal " An7 -t*er users
-"e )ie$ of any ot"er users to$ard ser)i!e after saes $as found, ;es M 33,5H (3),
-22,2H (2)
$. PERCENTAGE 'IT/IN KSER5ICE AATER SALESF
A. 6es: .mong t"e tota 52 res#ondents for $"om ser)i!es #ro)ided &y !om#any is good,-"e
#er!entage of =ure%a <or&es users, 'u users, %ent users, P"ii#s users, $"ir#oo users $as
found 31,1H (10), 6,8H (9), 12,3 H (8), 10,9 H (6), 6,8 H (3), 6,8 H (3) res#e!ti)ey,
4. N-: .mong t"e tota 15 res#ondents for $"om ser)i!es #ro)ided &y !om#any is not
good,-"e #er!entage of =ure%a <or&es users, 'u users, %ent users, P"ii#s users, $"ir#oo
users $as found 22,2H (20), 23,0H (3), 3,5H (2), 8,1 H (1), 3,5H (2), 11,1H (2)
res#e!ti)ey,
TaBle ?.%!: Cr-ss taBulati-n Bet1een KC-m+an7 an0 Mar2et Acti8itiesF
73
D"i!"
!om#any
Mar%et .!ti)ities
-ota
R-a0 S*-1 5isual
Merc*an0isin,
Ot*ers
=ure%a <or&es 22 18 10 30
'u 3 5 1 12
Aent 3 2 1 10
P"ii#s 5 2 2 10
D"ir#oo 3 1 1 6
.nyot"er 5 2 1 9
-ota !" == %J %
Ai, ?.%!: Cr-ss taBulati-n Bet1een KC-m+an7 an0 Mar2et Acti8itiesF
74
INTERPRETATION
%. PERCENTAGE 'IT/IN KCOMPAN6F
A. Eure2a A-rBes : Am-n, t*e t-tal ? res+-n0ents
-"e )ie$ of res#ondents to$ard mar%et a!ti)ities $as found, Road s"o$-22H (22),
>isua Mer!"andising-15H (18), 4t"ers- 20 H( 1)
4. /ul : Am-n, t*e t-tal %! Pure it (/ul# users
-"e )ie$ of res#ondents to$ard mar%et a!ti)ities $as found, Road s"o$-13,6H (3),
>isua Mer!"andising-22,9H (5), 4t"ers- 21,2 H(10)
C. &ent : Am-n, t*e t-tal % 2ent users
75
-"e )ie$ of res#ondents to$ard mar%et a!ti)ities $as found, Road s"o$-30H (3), >isua
Mer!"andising-20H (2), 4t"ers- 10 H( 1)
D. P*ili+s Am-n, t*e t-tal % P*ilis users
-"e )ie$ of res#ondents to$ard mar%et a!ti)ities $as found, Road s"o$-50H (5), >isua
Mer!"andising-20H (2), 4t"ers- 20 H( 2)
E. '*irl+--l: Am-n, t*e t-tal I '*irl+--l users
-"e )ie$ of res#ondents to$ard mar%et a!ti)ities $as found,
Road s"o$-61,1H (3), >isua Mer!"andising-12,1H (1), ot"ers- 12,1 H( 1)
A. An7 Ot*er : Am-n, t*e t-tal " an7 Ot*er 1ater Puri3ier users
-"e )ie$ of res#ondents to$ard mar%et a!ti)ities $as found, Road s"o$-55,6H (5),
>isua Mer!"andising-22,2H (2), ot"ers- 11,1 H( 1)
$. PERCENTAGE 'IT/IN KMAR&ET ACTI5ITIESF
A. R-a0 S*-1: Am-n, t*e t-tal !" res+-n0ents, $"o sa$ t"e road s"o$ of $ater
Purifiers,-"e #er!entage of road s"o$ of =ure%a <or&es , 'u , %ent , P"ii#s , $"ir#oo and
any ot"er $ater #urifiers $as found 22,9H (22), 10,2H (3), 10,2 H (3), 12,2 H (5), 10,2 H
(3), 12,2 H (5) res#e!ti)ey,
4. 5isual Merc*an0isin,: Am-n, t*e t-tal == res+-n0ents, $"o sa$ t"e )isua
mer!"andising of $ater Purifiers, -"e #er!entage of )isua mer!"andising of =ure%a
<or&es , 'u , %ent , P"ii#s , $"ir#oo and any ot"er $ater #urifiers $as found 32,3H (18),
18,2H (5), 12,1 H (2), 5,1 H (2), 1,0 H (1), 5,1 H (2) res#e!ti)ey,
C. An7 -t*er: Am-n, t*e t-tal %J res+-n0ents, $"o sa$ t"e ot"er mar%et a!ti)ities of
$ater Purifiers,-"e #er!entage of any ot"er mar%et a!ti)ities of =ure%a <or&es , 'u ,
%ent , P"ii#s , $"ir#oo and any ot"er $ater #urifiers $as found 35,5H (10), 15,6H (1),
3,5 H (1), 11,1 H (2), 3,5 H (1), 3,5 H (1) res#e!ti)ey
TaBle ?.%?: Cr-ss taBulati-n Bet1een KC-m+an7 an0 C-st Price -3 'ater Puri3ierF
D"i!"
!om#any
7ost
-ota
Rs%-Rs
?
Rs?-
Rs%
Rs %-
Rs%?
AB-8e Rs
%?
=ure%a
<or&es
22 12 8 5 30
'u 5 1 2 1 12
76
Aent 1 1 1 1 10
P"ii#s 1 2 1 2 10
D"ir#oo 1 0 1 1 6
.nyot"er 2 1 1 1 9
-ota =I $I $ %@ %
Ai, ?.%?: Cr-ss taBulati-n Bet1een KC-m+an7 an0 C-st Price -3 'ater Puri3ierF
INTERPRETATION
%. PERCENTAGE 'IT/IN KCOMPAN6F
77
A, Eure2a A-rBes: Am-n, t*e t-tal ? res+-n0ents
-"e )ie$ of res#ondents to$ard !ost of $ater #urifier t"ey are using and $ants to use
$as found,
Rs 1000 to Rs 3000-22 H (22), Rs 5000 to Rs 10000-28 H( 12), Rs 11000 to Rs 13000-
15H (8), .&o)e Rs 13000-12H (5)
4. /ul: Am-n, t*e t-tal %! Pure it (/ul# users
-"e )ie$ of res#ondents to$ard !ost of $ater #urifier t"ey are using and $ants to use
$as found,
Rs 1000 to Rs 3000-22,9 H (5), Rs 5000 to Rs 10000-21,1 H( 1), Rs 11000 to Rs 13000-
28,5H (2), .&o)e Rs 13000-6,1H (1)
C. &ent : Am-n, t*e t-tal % 2ent users
-"e )ie$ of res#ondents to$ard !ost of $ater #urifier t"ey are using and $ants to use
$as found,
Rs 1000 to Rs 3000-10 H (1), Rs 5000 to Rs 10000-10 H( 1), Rs 11000 to Rs 13000-10H
(1), .&o)e Rs 13000-10H (1)
D: P*ili+s Am-n, t*e t-tal % P*ilis users
-"e )ie$ of res#ondents to$ard !ost of $ater #urifier t"ey are using and $ants to use
$as found,
Rs 1000 to Rs 3000-10 H (1), Rs 5000 to Rs 10000-20 H(2), Rs 11000 to Rs 13000-10H
(1), .&o)e Rs 13000-20H (2)
E. '*irl+--l: Am-n, t*e t-tal I '*irl+--l users
-"e )ie$ of res#ondents to$ard !ost of $ater #urifier t"ey are using and $ants to use
$as found,
78
Rs 1000 to Rs 3000-12,1 H (1), Rs 5000 to Rs 10000-0 H(0), Rs 11000 to Rs 13000-
22,9H (1), .&o)e Rs 13000-22,9H (1)
A. An7 Ot*er : Am-n, t*e t-tal " an7 Ot*er 1ater Puri3ier users
-"e )ie$ of res#ondents to$ard !ost of $ater #urifier t"ey are using and $ants to use
$as found,
Rs 1000 to Rs 3000- 22,2H (2), Rs 5000 to Rs 10000-11,1 H( 1), Rs 11000 to Rs 13000-
11,1H (1), .&o)e Rs 13000-11,1H (1)
$.PERCENTAGE 'IT/IN KCOSTF
A.Rs %-Rs ?: .mong t"e tota 16 res#ondents
-"e #er!entage of res#ondents $"o are using =ure%a <or&es, 'u, Aent, P"ii#s,
D"ir#oo and any ot"er !om#anyKs $ater #urifier, t"e !ost of Rs 1000-Rs 3000 $as
found 39,3 H(22),15,2 H (5),81,1 H (1),81,1H (1),2,6 H (1),3,2H (2) res#e!ti)ey,
4. Rs ?-Rs %: .mong t"e tota 26 res#ondents
-"e #er!entage of res#ondents $"o are using =ure%a <or&es, 'u, Aent, P"ii#s,
D"ir#oo and any ot"er !om#anyKs $ater #urifier, t"e !ost of Rs 3000-Rs 10000 $as
found 31,9 H(12),11,1 H (1),11,1 H (1),12,8H (2),0 H (0),11,1H (1) res#e!ti)ey,
C. Rs %-Rs %?: .mong t"e tota 20 res#ondents
-"e #er!entage of res#ondents $"o are using =ure%a <or&es, 'u, Aent, P"ii#s,
D"ir#oo and any ot"er !om#anyKs $ater #urifier, t"e !ost of Rs 10000-Rs 13000 $as
found 20 H(8),20 H (2),3 H (1),3H (1),13 H (1),13H (1) res#e!ti)ey,
D. AB-8e t*an Rs %?: .mong t"e tota 15 res#ondents
79
-"e #er!entage of res#ondents $"o are using =ure%a <or&es, 'u, Aent, P"ii#s,
D"ir#oo and any ot"er !om#anyKs $ater #urifier, t"e !ost of a&o)e Rs 13000 $as
found 16,3 H(5),5,1 H (1),18,8 H (1),12,3H (2),18,8 H (1),5,1H (1) res#e!ti)ey,
TaBle ?.%@: Cr-ss taBulati-n Bet1een K/a8e a 1ater +uri3ier an0 C-st Price -3
'ater Puri3ierF
'a)e a
$ater
Purifier
7ost -ota
Rs%-Rs
?
Rs?-
Rs%
Rs %-
Rs%?
AB-8e Rs
%?
;es 16 12 8 11 !J
20 13 12 3 ?$-ota =I $I $ %@ %
Ai, ?.%@: Cr-ss taBulati-n Bet1een K/a8e a 1ater +uri3ier an0 C-st Price -3 'ater
Puri3ierF
80
INTERPRETATION
%.PERCENTAGE 'IT/IN 'ATER P(RIAIER
A.6es: Am-n, t*e t-tal !J res+-n0ents *a8e 1ater +uri3ier
-"e #er!entage of res#ondents are using !ost of $ater #urifier Rs 1000-Rs 3000 $as
found 13,2 H (16)
-"e #er!entage of res#ondents are using !ost of $ater #urifier Rs 3000-Rs 10000 $as
found 23 H (12)
81
-"e #er!entage of res#ondents are using !ost of $ater #urifier Rs 10000-Rs 13000 $as
found 15,6 H (8)
-"e #er!entage of res#ondents are using !ost of $ater #urifier a&o)e Rs 13000 $as found
22,9 H (11)
4.N-: Am-n, t*e t-tal ?$ res+-n0ents 0-nFt *a8e 1ater +uri3ier
-"e #er!entage of res#ondents $"o $ants to &uy $ater #urifier from Rs 1000-Rs 3000 (if
t"ey $i use $ater #urifier in future) $as found 18,3H (20)
-"e #er!entage of res#ondents $"o $ants to &uy $ater #urifier from Rs 3000-Rs 10000
(if t"ey $i use $ater #urifier in future) $as found 28,8 H (13)
-"e #er!entage of res#ondents $"o $ants to &uy $ater #urifier from Rs 10000-Rs 13000
(if t"ey $i use $ater #urifier in future) $as found 21,1H (12)
-"e #er!entage of res#ondents $"o $ants to &uy $ater #urifier from more t"an Rs 13000
(if t"ey $i use $ater #urifier in future) $as found 9,5 H (3)
$.PERCENTAGE 'IT/IN COST OA 'ATER P(RIAIER
A. Am-n, t*e t-tal =I res+-n0ents, 8ie1 aB-ut c-st -3 Rs %- Rs ? 1ater +uri3ier
6es: -"e #er!entage of res#ondents $"o are using $ater Purifier, !ost of Rs 1000-Rs
3000 $as found 23,9 H( 16)
N-: -"e #er!entage of res#ondents $"o are not using $ater Purifier, !ost of Rs 1000-Rs
3000 $as found ?!.%L (20)
4. Am-n, t*e t-tal $I res+-n0ents, 8ie1 aB-ut c-st -3 Rs ?- Rs % 1ater
+uri3ier
6es: -"e #er!entage of res#ondents $"o are using $ater Purifier, !ost of Rs 3000-Rs
10000 $as found 22,2 H( 12)
82
N-: -"e #er!entage of res#ondents $"o are not using t"e $ater Purifier, !ost of Rs 3000-
Rs 10000 $as found 33,5 H (13)
C . Am-n, t*e t-tal $ res+-n0ents, 8ie1 aB-ut c-st -3 Rs %- Rs %? 1ater
+uri3ier
6es: -"e #er!entage of res#ondents $"o are using $ater Purifier, !ost of Rs 10000-Rs
13000 $as found 20 H (8)
N-: -"e #er!entage of res#ondents $"o are not using $ater Purifier, !ost of Rs 10000-
Rs 13000 $as found 50 H (12)
D. Am-n, t*e t-tal $ res+-n0ents, 8ie1 aB-ut c-st -3 m-re t*an Rs %? 1ater
+uri3ier
6es: -"e #er!entage of res#ondents $"o are using $ater Purifier, !ost of more t"an Rs
13000 $as found 58,8 H (11)
N-: -"e #er!entage of res#ondents $"o are not using t"e $ater Purifier, !ost of more
t"an Rs 13000 $ater Purifier $as found 11,2 H (3)
83
TaBle ?.%I: Cr-ss taBulati-n Bet1een K'*ic* C-m+an7 an0 Pre3er t- Bu7 t*e
+r-0uctF
D"i!" !om#any Prefer to &uy t"e #rodu!t -ota
Retail Outlet Aranc*isee
Dealer
Dem- at 7-ur
0--rste+
=ure%a <or&es 13 10 23 30
'u 2 2 8 12
Aent 2 2 2 10
P"ii#s 1 3 2 9
D"ir#oo 2 2 1 6
.ny ot"er 2 3 2 9
-ota = = ! %
Ai, ?.%I: Cr-ss taBulati-n Bet1een K'*ic* C-m+an7 an0 Pre3er t- Bu7 t*e +r-0uctF
84
INTERPRETATION
%. PERCENTAGE 'IT/IN KCOMPAN6F
A, Eure2a A-rBes: Am-n, t*e t-tal ? res+-n0ents
-"e #er!entage of res#ondents to$ard #refer to &uy t"e $ater #urifier from retai outet
$as found 25 H( 11),-"e #er!entage of res#ondents to$ard #refer to &uy t"e $ater
#urifier from <ran!"isee Deaer $as found 28 H( 22),-"e #er!entage of res#ondents
to$ard #refer to &uy t"e $ater #urifier from Demo at your door ste# $as found 12 H( 6)
4./ul: Am-n, t*e t-tal %! Pure it (/ul# users
-"e #er!entage of res#ondents to$ard #refer to &uy t"e $ater #urifier from retai outet
$as found 13,6 H( 3),-"e #er!entage of res#ondents to$ard #refer to &uy t"e $ater
85
#urifier from <ran!"isee Deaer $as found 30 H( 6),-"e #er!entage of res#ondents
to$ard #refer to &uy t"e $ater #urifier from Demo at your door ste# $as found 6,1 H( 1)
C.&ent : Am-n, t*e t-tal % 2ent users
-"e #er!entage of res#ondents to$ard #refer to &uy t"e $ater #urifier from retai outet
$as found 20 H( 2),-"e #er!entage of res#ondents to$ard #refer to &uy t"e $ater
#urifier from <ran!"isee Deaer $as found 20 H( 2),-"e #er!entage of res#ondents
to$ard #refer to &uy t"e $ater #urifier from Demo at your door ste# $as found 20 H( 2)
D: P*ili+s Am-n, t*e t-tal % P*ilis users
-"e #er!entage of res#ondents to$ard #refer to &uy t"e $ater #urifier from retai outet
$as found 10 H( 1),-"e #er!entage of res#ondents to$ard #refer to &uy t"e $ater
#urifier from <ran!"isee Deaer $as found 30 H( 3),-"e #er!entage of res#ondents
to$ard #refer to &uy t"e $ater #urifier from Demo at your door ste# $as found 10 H( 1)
E. '*irl+--l: Am-n, t*e t-tal I '*irl+--l users
-"e #er!entage of res#ondents to$ard #refer to &uy t"e $ater #urifier from retai outet
$as found 0 H( 0)
-"e #er!entage of res#ondents to$ard #refer to &uy t"e $ater #urifier from <ran!"isee
Deaer $as found 36,1 H( 2),-"e #er!entage of res#ondents to$ard #refer to &uy t"e
$ater #urifier from Demo at your door ste# $as found 22,9 H( 1)
A.An7 Ot*er : Am-n, t*e t-tal " an7 Ot*er 1ater Puri3ier users
-"e #er!entage of res#ondents to$ard #refer to &uy t"e $ater #urifier from retai outet
$as found 22,2 H (2),-"e #er!entage of res#ondents to$ard #refer to &uy t"e $ater
#urifier from <ran!"isee Deaer $as found 33,5 H (3),-"e #er!entage of res#ondents
86
to$ard #refer to &uy t"e $ater #urifier from Demo at your door ste# $as found 22,2 H
(2)
$. PERCENTAGE 'IT/IN KPREAER TO 4(6 T/E PROD(CTF
A.Retail Outlet: Am-n, t*e t-tal = res+-n0ents
-"e #er!entage of #eo#e $"o #refer to &uy t"e =ure%a <or&es $ater Purifier from Retai
4utet $as found 32H (11),-"e #er!entage of #eo#e $"o #refer to &uy t"e 'u $ater
Purifier from Retai 4utet $as found 20 H( 3),-"e #er!entage of #eo#e $"o #refer to
&uy t"e Aent $ater Purifier from Retai 4utet $as found 8H (2),-"e #er!entage of
#eo#e $"o #refer to &uy t"e P"ii#s $ater Purifier from Retai 4utet $as found 12H
(1),-"e #er!entage of #eo#e $"o #refer to &uy t"e $"ir#oo $ater Purifier from Retai
4utet $as found 0 H( 0),-"e #er!entage of #eo#e $"o #refer to &uy t"e any ot"er $ater
Purifier from Retai 4utet $as found 8H (2)
4.Aranc*isee Dealer: Am-n, t*e t-tal = res+-n0ents
-"e #er!entage of #eo#e $"o #refer to &uy t"e =ure%a <or&es $ater Purifier from
<ran!"isee Deaer $as found 29H(22),-"e #er!entage of #eo#e $"o #refer to &uy t"e
'u $ater Purifier from <ran!"isee Deaer $as found 12,1H (6),-"e #er!entage of #eo#e
$"o #refer to &uy t"e Aent $ater Purifier from <ran!"isee Deaer $as found 8,2 H
(2) ,-"e #er!entage of #eo#e $"o #refer to &uy t"e P"ii#s $ater Purifier from
<ran!"isee Deaer $as found 10,2 H( 3),-"e #er!entage of #eo#e $"o #refer to &uy t"e
$"ir#oo $ater Purifier from <ran!"isee Deaer $as found 8,2 H (2),-"e #er!entage of
#eo#e $"o #refer to &uy t"e any ot"er $ater Purifier from <ran!"isee Deaer $as found
10,2H (3)
C.Dem- at 7-ur 0--r ste+: Am-n, t*e t-tal ! res+-n0ents
87
-"e #er!entage of #eo#e $"o #refer to &uy t"e =ure%a <or&es $ater Purifier from Demo
at your door ste# $as found 21,8H (6),-"e #er!entage of #eo#e $"o #refer to &uy t"e
'u $ater Purifier from Demo at your door ste# $as found 5,1 H (1),-"e #er!entage of
#eo#e $"o #refer to &uy t"e Aent $ater Purifier from Demo at your door ste# $as found
12,3H (2) ,-"e #er!entage of #eo#e $"o #refer to &uy t"e P"ii#s $ater Purifier from
Demo at your door ste# $as found 5,1 H( 1),-"e #er!entage of #eo#e $"o #refer to &uy
t"e $"ir#oo $ater Purifier from Demo at your door ste# $as found 18,8 H (1),-"e
#er!entage of #eo#e $"o #refer to &uy t"e any ot"er $ater Purifier from Demo at your
door ste# $as found 12,3H (2)
88
CONCL(SION
I "ad !ondu!ted t"e mar%et sur)ey in t"e to$n of 'ydera&ad 9 Se!undra&ad in .nd"ra Prades",
I "ad !"osen t"e #rodu!t as JPure ItK &e!ause #eo#e are )ery !autious a&out t"eir "eat" t"ese
days and are )ery #arti!uar a&out t"eir drin%ing $ater, In su!" a s!enario most of t"e #eo#e are
using $ater #urifier,
I $as )ery u!%y to join t"is !om#any and earnt so many t"ings, i%e #un!tuaity, "ard $or%,
seing strategy of !om#any et!, I "ad met different %inds of #eo#e, !oming from different
reigion, -"us I !ame to %no$ a&out t"e different )ie$s of t"ese #eo#e,
.fter t"e sur)ey I !ame to a soution t"at t"e #eo#e of 'ydera&ad and Se!undra&ad are )ery
mu!" a$are of Pure It $ater #urifier and ma/imum of t"em are satisfied $it" t"e #rodu!t, I !ame
a!ross some #eo#e $"o are using Pure It $ater Purifier for more t"an 2 years, .t"oug"
ma/imum #eo#e are satisfied $it" t"e #rodu!t &ut sti t"ere a #in!" of dissatisfa!tion among
some of t"e !onsumers, ?ut t"e ratios of t"ese #eo#e are negigi&e,
-"e sur)ey "as s"o$ed and #ro)ed t"at 'industan (nii)er *imited is enjoying a
mono#oy in t"e mar%ets of 'ydera&ad,
$ a day, '(* is !om#eting $it" =ure%a <or&es,I "a)e found out from t"e sur)ey t"at #eo#e use t"e $ord SPure ItT as a generi! name for a
$ater #urifiers no matter to $"i!" !om#any and &rand it &eongs to, Moreo)er my sur)ey "as
s"o$ed t"at most of t"e #eo#e are using Pure It $ater Purifier in t"eir $or% #a!e as $e as in
t"eir "omes,
89
RECOMMENDATIONS
.s #er t"e sur)ey done foo$ing $ere t"e re!ommendations of t"e
sur)eyI
? Pri!e stru!ture s"oud &e re)ised
? 7ustomer ser)i!e is somet"ing $"i!" !om#any s"oud #ay more attention at,
? . modes not a)aia&e for dis#ay in retai outets and aso &ro!"ures s"oud
&e made a)aia&e,
? Sales person at the retails counters should have proper knowledge about
the product
? Should !ocus "ore on brand awareness
? #echnological $ other aspects should be re considered and re%christened
90
4I4LIOGRAP/6
$$$,&usiness%no$"o$,!om
$$$,arti!esnat!",!om
$$$,)mmg,net
$$$,indiastat,!om
$$$,&usiness,!om
$$$,&iCgroet"i)e,!om
$$$,1888arti!es,!om
$$$,MastersofSu!!ess,&iC
$$$,=Cine.rti!es,!om
$$$,get!ientsno$,!om
91
<(ESTIONNAIRE
OBJECTIVE: -o do a in-de#t" sur)ey of $ater #urifiers a)aia&e in t"e mar%et and to arm you
$it" t"e information $it" $"i!" you !an see!t t"e &est $ater #urifier de)i!e suita&e for your
"ome,
1, Do you use any %ind of $ater #urifier at "omeQ
U;es U
2, If yes, $"i!" !om#any $ater #urifier u "a)e Q
U =ure%a <or&es U Aent $ater #urifier
U 'u U P"ii#s
U D"ir#oo U.ny ot"er
1, Does your $ater #urifier !onsume ee!tri!ityQ
U yes U
2, ?efore &uying any %ind of $ater #urifier do you $ant to see t"e demonstration or %no$ t"e
detais Q
U ;es U
3, Does t"e $ater after #urifi!ation taste good, is odouress, and oo%s !earQ
U ;es U
U DonKt %no$ 5, D"at #ri!e do you t"in% is a##ro#riate for a $ater #urifierQ
U Rs 2000 M Rs 3000 U Rs 3000 M Rs 10000 U Rs 10000-13000 URs More t"an 13000
6, Is your $ater #urifier &a!%ed &y de#enda&e after saes ser)i!eQ
U ;es U
8, Does your $ater #urifier !omes $it" $arranty if yes "o$ mu!"Q
U Si/ mont" U 4ne ;ear U -$o ;ear U More t"an a&o)e
9, 'a)e you re!enty !ome a!ross any %ind of mar%eting a!ti)ities for #urifiersQ
U Road s"o$s U >isua Mer!"andising U4t"ers
92
10, D"ere do you #refer to &uy a $ater #urifier fromQ
U Retai 4utets U <ran!"isee deaers U Demo at your doorste#
11, D"ie &uying any $ater #urifier $"at !omes to your mind firstQ
U Pri!e U 'eat" 9 Safety U ?ot"
:ame I
.ge I
Se/IML<
.ddressI
4!!u#ationI -
7onta!t
I-A-r -t*er in3-rmati-n, ,- t- "tt#ILL$$$,dasranjan,&ogs#ot,!omL
( $i find more num&er of sides, imeages, ##ts 9 more t"ings0,
T*an2 7-u
93
94
doc_495185736.doc