INDEX

SR. NO

CHAPTER

PAGE NO.

EXECUTIVE SUMMARY

1-3

INTRODUCTION

4-6

COMPANY PROFILE

7 - 12

PRODUCT PROFILE

13 - 18

OBJECTIVE OF THE STUDY

19 - 20

RESEARCH METHODOLOGY

21 - 23

DATA ANALYSIS

24 - 41

FINDINGS

42 - 44

CONCLUSIONS

45 - 47

10

LIMITATIONS

48 - 49

11

RECOMMENDATION

50 - 51

12

REFERENCE/ BIBLIOGRAPHY

52 - 54

13

LIST OF ABBREVATIONS/ SWOT ANALYSIS

55 - 58

14

QUESTIONNAIRE

59 - 64

CHAPTER 1
EXECUTIVE SUMMARY

EXECUTIVE SUMMARY

The study aims at product awareness and its acceptance by the customers of Pure-it
along with its comparative analysis with other manual water purifiers.
A quantitative sample survey was conducted among the consumers of
Durgapur and Asansol region.
Apart from interviewing the consumers, the study analyzed the purifier market
and its acceptance.
Two-third of the purifier market is UV based indicating that the low- cost and
non-electric.
Aqua-Sure (Eureka Forbes), Pure-it (HUL), Swach (Tata) and Kent (UF based)
are the major brands in the non-electric & storage water purifiers mostly
thriving in market.

The consumer research revealed:

Households in Durgapur and Asansol primarily depended more on tap water.

Supply of water was generally reported to be adequate.
The average daily consumption of drinking water is close to 20 liters for a
family of about 6.
Gauging quality of water (purity) was related to visibly clean water (not
muddy, no foul smell)
Though it is difficult for them to gauge the purity of water but they are quite
concerned about the purity of the water.
2

 They were aware of the fact that impure water can cause diseases.
Awareness about the methods of purification of water was largely restricted to
boiling of water.
It is said that the TDS percentage in water should not be more than 500 and the
water of Asansol and Durgapur contains more than 600 of TDS percentage.
Awareness about non-electric purifier was highest among the different types of
purifiers.
Users of purifier are close to 6%.

Maintenance of purifier was more impulsive than planned.

Users of purifiers were generally satisfied with the services and cost of
maintenance was between Rs.350-800/- depending on the type of purifier.
About one-third of the non-users of purifiers have expressed their desire to
own a purifier-more than half wants to buy a non-electric purifier.
Replacement guarantee is desirable.
Overall estimated market size is about 13% of the total market.

CHAPTER 2
INTRODUCTION

INTRODUCTION

Hindustan Unilever Limited (HUL) is India's largest Fast Moving Consumer

Goods Company with a heritage of over 75 years in India and touches the lives of
two out of three Indians.
HUL works to create a better future every day and helps people feel good, look
good and get more out of life with brands and services that are good for them and
good for others.
4

With over 35 brands spanning 20 distinct categories such as soaps, detergents,

shampoos, skin care, toothpastes, deodorants, cosmetics, tea, coffee, packaged foods,
ice cream, and water purifiers, the Company is a part of the everyday life of millions
of consumers across India. Its portfolio includes leading household brands such as
Lux, Lifebuoy, Surf Excel, Rin, Wheel, Fair & Lovely, Ponds, Vaseline, Lakme,
Dove, Clinic Plus, Sunsilk, Pepsodent, Closeup, Axe, Brooke Bond, Bru, Knorr,
Kissan, Kwality Walls and Pure-it.
The Company has over 16,000 employees and has an annual turnover of
around Rs.19, 401 crores (financial year 2010 - 2011). HUL is a subsidiary of
Unilever, one of the worlds leading suppliers of fast moving consumer goods with
strong local roots in more than 100 countries across the globe with annual sales of
about 44 billion in 2011. Unilever has about 52% shareholding in HUL.
MANAGEMENT COMMITTEE
The day-to-day management of affairs of the Company is vested with the
Management Committee which is subjected to the overall superintendence and
control of the Board.
The Management Committee is headed by Mr. Nitin Paranjpe and has functional
heads as its members representing various functions of the Company.
Mr. Nitin Paranjpe joined the Company as a Management Trainee in 1987. In
his early years in the Company, Mr. Paranjpe worked as Area Sales Manager Detergents and then Product Manager - Detergents.
Mr. Sridhar Ramamurthy joined the Company in 1989 and worked in a number
of finance and commercial roles in India till December 2002 spanning Internal
Audit, Factory Commercial, Post-acquisition Integration of TOMCO with
HLL, Supply Chain and Corporate Accounts.

 Mr. Gopal Vittal has 21 years experience in Marketing & Sales in the FMCG
market, including Skin Care, Soaps and Laundry.

Mr. Manish Tiwary joined the Company in June 1989 and has worked in
various sales and marketing assignments spanning across Personal Products
and Home Care categories.

Mr. Pradeep Banerjee joined the Company as a Management Trainee in 1980.

Mr. B.P. Biddappa is an Electronic Engineer who discovered her passion for
people and HR and switched lanes. She is a gold medalist and MBA in HR
from XLRI, Jamshedpur.

Mr. O.P. Bhatt is a Fellow Member of the Institute of Company Secretaries of

India and has a law degree from University of Delhi.

CHAPTER - 3
COMPANY PROFILE

COMPANY PROFILE
In the summer of 1888, visitors to the Kolkata harbor noticed crates full of
Sunlight soap bars, embossed with the words "Made in England by Lever Brothers".
with it, began an era of marketing branded Fast Moving Consumer Goods (FMCG).
Soon after followed Lifebuoy in 1895 and other famous brands like Pears, Lux
and Vim. Vanaspati was launched in 1918 and the famous Dalda brand came to the
market in 1937.
In 1931, Unilever set up its first Indian subsidiary, Hindustan Vanaspati
Manufacturing Company, followed by Lever Brothers India Limited (1933) and
7

United Traders Limited (1935). These three companies merged to form HUL in
November 1956; HUL offered 10% of its equity to the Indian public, being the first
among the foreign subsidiaries to do so. Unilever now holds 52.10% equity in the
company. The rest of the shareholding is distributed among about 360,675 individual
shareholders and financial institutions.
The erstwhile Brooke Bond's presence in India dates back to 1900. By 1903,
the company had launched Red Label tea in the country. In 1912, Brooke Bond &
Co. India Limited was formed. Brooke Bond joined the Unilever fold in 1984
through an international acquisition. The erstwhile Lipton's links with India were
forged in 1898. Unilever acquired Lipton in 1972 and in 1977 Lipton Tea (India)
Limited was incorporated.
Pond's (India) Limited had been present in India since 1947. It joined the
Unilever fold through an international acquisition of Chesebrough Pond's USA in
1986.
Since the very early years, HUL has vigorously responded to the stimulus of
economic growth. The growth process has been accompanied by judicious
diversification, always in line with Indian opinions and aspirations.
The liberalization of the Indian economy, started in 1991, clearly marked an
inflexion in HUL's and the Group's growth curve. Removal of the regulatory
framework allowed the company to explore every single product and opportunity
segment, without any constraints on production capacity.
Simultaneously, deregulation permitted alliances, acquisitions and mergers. In
one of the most visible and talked about events of India's corporate history, the
erstwhile Tata Oil Mills Company (TOMCO) merged with HUL, effective from April
1, 1993. In 1996, HUL and yet another Tata company, Lakme Limited, formed a
50:50 joint venture, Lakme Unilever Limited, to market Lakme's market-leading
cosmetics and other appropriate products of both the companies. Subsequently in
8

1998, Lakme Limited sold its brands to HUL and divested its 50% stake in the joint
venture to the company.
HUL formed a 50:50 joint venture with the US-based Kimberly Clark
Corporation in 1994, Kimberly-Clark Lever Ltd, which markets Huggies Diapers and
Kotex Sanitary Pads. HUL has also set up a subsidiary in Nepal, Unilever Nepal
Limited (UNL), and its factory represents the largest manufacturing investment in the
Himalayan kingdom. The UNL factory manufactures HUL's products like Soaps,
Detergents and Personal Products both for the domestic market and exports to India.
The 1990s also witnessed a string of crucial mergers, acquisitions and alliances
on the Foods and Beverages front. In 1992, the erstwhile Brooke Bond acquired
Kothari General Foods, with significant interests in Instant Coffee. In 1993, it
acquired the Kissan business from the UB Group and the Dollops Ice-cream business
from Cadbury India.
HUL launched a slew of new business initiatives in the early part of 2000s.
Project Shakti was started in 2001. It is a rural initiative that targets small villages
populated by less than 5000 individuals. It is a unique win-win initiative that
catalyses rural affluence even as it benefits business. Currently, there are over 45,000
Shakti entrepreneurs covering over 100,000 villages across 15 states and reaching to
over 3 million homes.
In 2002, HUL made its foray into Ayurvedic health & beauty centre category
with the Ayush product range and Ayush Therapy Centres. Hindustan Unilever
Network, Direct to home business was launched in 2003 and this was followed by
the launch of Pure-it water purifier in 2004.
In 2007, the Company name was formally changed to Hindustan Unilever
Limited after receiving the approval of share holders during the 74th AGM on 18
May 2007. Brooke Bond and Surf Excel breached the Rs. 1,000 crore sales mark the

same year followed by Wheel which crossed the Rs. 2,000 crore sales milestones in
2008.
On 17th October 2008, HUL completed 75 years of corporate existence in
India.

BRANDS
HUL is the market leader in Indian consumer products with presence in over
20 consumer categories such as soaps, tea, detergents and shampoos amongst others
with over 700 million Indian consumers using its products. Sixteen of HULs brands
featured in the ACNielsen Brand Equity list of 100 Most Trusted Brands Annual
Survey (2008). According to Brand Equity, HUL has the largest number of brands in
the Most Trusted Brands List. It has consistently had the largest number of brands in
the Top 50, and in the Top 10 (with 4 brands).
10

The company has a distribution channel of 6.3 million outlets and owns 35
major Indian brands. Its brands include Kwality Wall's ice-cream, Knorr soups &
meal

makers, Lifebuoy, Lux, Pears,

Breeze, Liril,

Rexona, Hamam and

Moti

soaps, Pure-it water purifier, Lipton tea, Brooke Bond (Roses, Taj Mahal, Taaza, Red
Label)

tea, Bru coffee, Pepsodent and Close

Up toothpaste

and

brushes,

and Surf, Rin and Wheel laundry detergents, Kissan squashes and jams, Annapurna
salt and atta, Pond's talcs and creams, Vaseline lotions, Fair and Lovely creams,
Lakme beauty products, Clear, Clinic Plus, Clinic All Clear, Sunsilk and Dove
shampoos, VIM dishwash, Ala bleach, Domex disinfectant, Modern bread, Axe deo
sprays and Comfort fabric softeners.

MILESTONE ACHEIVED
Five of HUL's leading brands Lux, Dove, Pears, Clinic Plus and Sunsilk
won the Reader's Digest Trusted Brand 2008 Awards.
Four HUL brands featured in the top 10 list of the Economic Times Brand
Equity's Most Trusted Brands 2008 survey.
HUL was awarded the Bombay Chamber Civic Award 2007 in the category of
Sustainable Environmental Initiatives.
HUL was selected as the top Indian company in the FMCG sector for the Dun
& Bradstreet - American Express Corporate Awards 2007.
11

12

CHAPTER 4
PRODUCT PROFILE

PRODUCT PROFILE
Pure-it is a range of water purifiers made by Hindustan Unilever currently
sold in India, Mexico, Brazil, Sri lanka, Nigeria, Indonesia and Bangladesh,
consisting of six models: Pure-it Classic, Pure-it Compact, Pure-it Classic Autofill,
Pure-it Intella, Pure-it Marvella and Pure-it Marvella. Pure-it was first launched in
Chennai in 2004. Pure-it claims to meet the E.P.A. germ-kill criteria. Pure-it Classic
13

removes germs without needing electricity or pressurized tap water. Pure-it Classic
costs Rs. 2300.

PURIFICATION

14

Pure-it consists of four parts that purify the water in four stages: a 'microfiber
mesh', a 'compact carbon trap', a 'germ kill processor' and a 'polisher', as branded by
Hindustan Unilever. For the Pure-it Marvella model, the microfiber mesh has been
rebranded as a 'pleated filter', while the compact carbon trap has been rebranded as
an 'activated carbon filter', along with a prefix of 'unique'. The microfiber mesh
functions as a sieve, filtering out visible dirt. The carbon trap removes parasites and
pesticides. The processor is a tablet consisting of chlorine. This stage removes
bacteria and viruses. The polisher improves taste and clarity of water and removes
the residual form of chlorine from the water. These four parts are collectively
branded the germ kill kit or the battery.
This battery needs continual replacing, as indicated by a germ kill battery
indicator visible on the front of the device. Pure-it also features an 'auto switch off'
mechanism whereby the filter prevents the flow of water following the consumption
of the germ kill kit. This kit itself comes in various models.
The model of the germ kill kit determines how much water it can purify before
the kit needs replacing. There are currently four germ kill kits available, ranging from
15

2250 liters for Rs. 550 to a 1000 liter kit available for Rs. 270. The germ kill kit is
designed to work at 25 C in moderately humid conditions. The volume specified by
the germ kill battery assumes these conditions. The germ kill kit has an expiry date of
three years from the date of packaging.

MODELS
Pure-it is available in six models: Classic, Compact, Autofill, Intella, Marvella
and Marvella RO.
Pure-it Classic is the base model, and the first model introduced. It is available
for Rs. 2300. It has a capacity of 9 litres in the top chamber, and another 9 litres in
the bottom, transparent chamber. Total volume of this purifier is 23 litres.
Pure-it Autofill is identical to Pure-it Classic, but has the ability to refill itself
automatically if connected to a water supply using what is branded as a 'hydrosensor'.
Pure-it Autofill is available for Rs. 3200.
Pure-it Compact is available for Rs. 1100. It has a capacity of 10 litres: 5 in the
top chamber and a further 5 litres in the bottom. These three models are available in a
choice of two colors, branded by Hindustan Unilever as burgundy and royal blue.
Pure-it Marvella has been branded as 'India's first fully automatic water
purifier'. Pure-it Marvella is capable of automatically filling itself. Marvella also has
an 'Insta-serve' jug: a jug that can be plugged into the purifier, and automatically
filled. Pure-it Marvella also has a capacity of 4.5 litres. It is available for Rs. 7200.
All six Pure-it models claim to provide water that meets the germkill criteria of
E.P.A. in regards to bacteria, viruses and pesticides without the use of electricity.
CLAIMS (HUL claims Pure-it does the following):
Meets E.P.A. germ kill criteria.
16

 Provides complete protection from waterborne diseases caused by germs.

Is 'As Safe As Boiled Water'. The tagline of Pure-it.
Has been tested by the following institutions:
SRL Ranbaxy Clinical Reference Laboratories, Mumbai, Maharashtra.
Sundaram Medical Foundation, Chennai, Tamil Nadu.
King Institute of Preventive Medicine, Chennai, Tamil Nadu.
Indian Public Health Association, Kolkata.
Institute of Public Health Engineers, Kolkata.
National Institute of Cholera and Enteric Diseases, Kolkata.
Central Food Technological Research Institute, Mysore, Karnataka.
National Environmental Engineering Research Institute, Chennai, Tamil Nadu.
London School of Hygiene and Tropical Medicine, UK.
Scottish Parasite Diagnostic Laboratory, Glasgow, UK.

PROMOTIONAL POINT OF VIEW:

In 2009, Pure-it had issued a Rs. 1 Crore safety challenge i.e. If anyone can
find a purifier which meets Pure-it's 3 safety features then Pure-it would give them
Rs 1 crore. It's been 2 years and till date no purifier in India has been able to meets
Pure-it's safety challenge. Pure-it is now celebrating its unbeatable safety
performance by distributing the same Rs. 1 Crore amongst people who will be
buying Pure-it this monsoon.

If you buy any model of Pure-it this monsoon you could either get the same
17

Pure-it for free or get a Double warranty on it for free. Hence there is an assured gift
for everyone. What's more, as part of this offer, Pure-it is distributing upto Rs. 1
Crore worth of Pure-it for free!!

18

CHAPTER 5
OBJECTIVE OF THE STUDY

OBJECTIVE OF THE STUDY

The major objective of the study is to assess market viability of the product Pure-it
among various manual water purifiers available in the market. More specifically, the
study will aim at understanding the current market scenario for the product Pure-it:

1) Among the target audience (customers):

19

a) Perception on about safe potable water - what is considered as safe potable water?
How water can be made potable?
b) Current practice-what is the source of water for drinking? How safe/potable do
they feel is the available water?
c) Purifying water for drinking- Do they do anything to ensure that the water is
potable? What do they do?
d) Perception & usage of purifier - Awareness about the different types of purifier?
Desire need for purchasing water purifier? What is the perceived cost that they can
spend on a water purifier?
e) Perceived benefits of a water purifier.
f) Perceived value for money of a water purifier.

20

CHAPTER 6
RESEARCH METHODOLOGY

RESEARCH METHODOLOGY
The Data for this project was collected through Primary and Secondary sources.
PRIMARY DATA:

It is essential to collect PRIMARY DATA to make sample survey. A successful

and the most popular technique of data collection is through a questionnaire, thus a
questionnaire was framed and distributed manually among different people who
are residing in the Asansol and Durgapur region.
21

SECONDARY DATA:

This Report is dedicated to Secondary information about company profile and

various decisions taken by the company regarding product line expansion,
product line pruning and various other matters related to product line. I have
collected this information with the help of internet and journals. This report
gives you relevant information about various activities taken by Hindustan
Unilever limited.

DATA COLLECTION TOOL:

In this project all the information are collected with the help of questionnaire,
Internet, Journals and Secondary source.

SAMPLE PLAN
Units- People residing in Asansol and Durgapur region.
Size- 43 respondents.

ANALYSIS OF DATA

Three preliminaries should be followed for analyzing the data:1. Editing

2. Classifying
22

3. Coding
The contents of data obtained in the study were carefully checked for any possible
inconsistencies or incompleteness. And then finally the data was interpreted to reach a
final conclusion.

23

CHAPTER 7
DATA ANALYSIS

DATA ANALYSIS

A) Product awareness and its acceptance by the customers :1) Are you aware of the product Pure-it?
a) Yes
b) No
TABLE NO. 1
Options

Respondents
24

A
B

43
0

FIGURE NO. 1

a; 43

Interpretation: All the people in market know about the product Pure-it.

2) How do you get to know about Pure-it?

a)
b)
c)
d)
e)

Television
Newspaper
Radio
Friends
Others, Please Specify________________

TABLE NO. 2
Options
A
B
C
D
E

Respondents
17
6
1
6
1
25

FIGURE NO. 2

e; 1
d; 6
c; 1

a; 17

b; 6

Interpretation: Most of the people came to know about the product through
Newspapers, advertisements and through friends. 12 of the respondents havent
answered any of the option.

3) What features are you aware of pure-it?

a)
b)
c)
d)
e)
f)

Looks
Price
Capacity
Filtration process
None
Other, Please Specify________________

TABLE NO. 3
Options
A
B
C

Respondents
10
13
6
26

D
E

30
1

FIGURE NO. 3

e; 1

a; 10

d; 30

b; 13

c; 6

Interpretation: Most of the people are unaware of the features of the product
Pure-it. Many of the respondents had answered more than one option.

4) Have you ever called for a free demo of Pure-it?

a) Yes
b) No
TABLE NO. 4
Options
A
B

Respondents
11
32

FIGURE NO. 4

27

a; 11

b; 32

Interpretation: Majority of the people havent called for a free demo of Pure-it.

5) Do you know anyone who uses Pure-it?

a) Yes
b) No
TABLE NO. 5
Options
A

Respondents
37

FIGURE NO. 5

28

b; 6

a; 37

Interpretation: Majority of the people are known of those customers who are
using Pure-it.

6) What are the positive features in Pure-it from your point of view which are
not there in any other manual water purifier?
a)
b)
c)
d)
e)
f)

Models
Price
Capacity
Warranty or guarantee
None
Other, Please Specify________________

TABLE NO. 6
Options
A
B
C
D
E
F

Respondents
13
22
7
8
3
1

FIGURE NO. 6
29

e; 3 f; 1
d; 8

a; 13

c; 7
b; 22

Interpretation: Majority of the people believe that the price factor is best and
lowest among all other manual water purifiers. Many of the respondents had
answered more than one option.
7) Have you heard about safety challenge of Pure-it?
a) Yes
b) No
TABLE NO. 7
Options
A
B

Respondents
40
3

FIGURE NO. 7

30

b; 3

a; 40

Interpretation: Out of all, 96% of the people heard about the safety challenge of
Pure-it.

Please answer the following questions if you own a Pure-it:8) What changes should be done by the company for making the product more
effective and efficient?
a) Technology
b) Warranty or guarantee
c) Storage capacity
d) Other , Please Specify________________

TABLE NO. 8
Options
A
B

Respondents
9
5
31

C
D

16
3

FIGURE NO. 8

d; 3
a; 9

c; 16

b; 5

Interpretation: Majority of the people believe that there should be some changes
made in the storage capacity of the product Pure-it. 10 of the respondents havent
answered any of the option.

9) What made you buy this product?

a)
b)
c)
d)

Price
Safety challenge
Assured gift
Other , Please Specify________________

TABLE NO. 9
Options
A
B
C
D

Respondents
10
19
2
1

32

FIGURE NO. 9

c; 2d; 1
a; 10

b; 19

Interpretation: The reason for believing and making to buy for the customers is the
safety challenge. 11 of the respondents havent answered any of the option.

10) What rating will you give it to Pure-it from 1 to 5 (Where 1=excellent,
2=very good, 3=good, 4=satisfactory and 5=poor) and why?
a)
b)
c)
d)
e)

1
2
3
4
5

TABLE NO. 10
Options
A
B
C
D

Respondents
6
12
10
2
33

FIGURE NO. 10

d; 2

a; 6

c; 10

b; 12

Interpretation: The overall rating given to the product Pure-it was found to be
very good. 13 of the respondents havent answered any of the options.

B)Comparative analysis for Pure-it against its

competitors :-

1) WITH RESPECT TO PRICE:

TABLE NO. 1

34

PRICE
30
25
20
15
10
5
0

EXCELLENT

VERY GOOD

SATISFACTORY

POOR

GOOD

2) WITH RESPECT TO STORAGE CAPACITY:

TABLE NO. 2

35

STORAGE CAPACITY
25

20

15

10

EXCELLENT

VERY GOOD

GOOD

SATISFACTOORY

POOR

3) WITH RESPECT TO WARRANTY OR GUARANTEE:

TABLE NO. 3
36

WARRANTY OR GUARANTEE
18
16
14
12
10
8
6
4
2
0

EXCELLENT

VERY GOOD

GOOD

SATISFACTORY

POOR

4) WITH RESPECT TO QUALITY:

TABLE NO. 4
37

QUALITY
20
18
16
14
12
10
8
6
4
2
0

EXCELLENT

VERY GOOD

GOOD

SATISFACTORY

POOR

5) WITH RESPECT TO TECHNOLOGY:

38

TABLE NO. 5

TECHNOLOGY
25

20

15

10

EXCELLENT

VERY GOOD

GOOD

SATISFACTORY

POOR

6) WITH RESPECT TO COMPANY REPUTATION:

39

TABLE NO. 6

COMPANY REPUTATION
18
16
14
12
10
8
6
4
2
0

EXCELLENT

7) WITH RESPECT
ADVERTISEMENT:

VERY GOOD

TO

GOOD

SATISFACTORY

INFORMATION

POOR

GIVEN

THROUGH

40

TABLE NO. 7

INFORMATION GIVEN THROUGH ADVERTIEMENT

20
18
16
14
12
10
8
6
4
2
0

EXCELLENT

VERY GOOD

GOOD

SATISFACTORY

POOR

41

CHAPTER 8
FINDINGS

FINDINGS

42

On the basis of research, it is know that Hindustan Unilever (HUL) is the

largest Player, FMCG Company in the country and has one of the widest portfolios
of products sold via a strong distribution channel. It owns and markets some of the
most popular brands in the country across various categories, including soaps,
detergents, shampoos, tea, face creams and water purifier.
According to Secondary Data Hindustan Unilever Ltd is a 51 per cent owned
subsidiary of the Anglo Dutch giant Unilever, which has been expanding the scope of
its operations in India since 1888.
It is the country's biggest consumer goods company with net sales of US$
9.4 billion in 2010.
The product portfolio of the company includes household and personal care
products like soaps, detergents, shampoos, skin care products, colour
cosmetics, deodorants and water purifier.
It is also building a great reputation among the existing manual water
purifiers in the market.
HUL enjoys a formidable distribution network covering over 3,400
distributors and 16 million outlets.
Its implementing its strategy to grow includes focusing on the power
brands' growth through consumer relevant information, cross category
extensions, leveraging channel opportunities and increased focus on rural
growth.
According to the survey it is found that
All the respondents are aware about Pure it water purifier.

43

 Many respondents unaware about the features of Pure it.

Majority of respondents use Pure it as a water purifier for their daily use.
Maximum numbers of respondents think that the price and product quality
of Pure it is very attractive.
Majority of respondents think that the product quality of Pure it is very
good.
Some respondents are not satisfied with the after sales & service of Pure it.
Majority of respondents are attracted by the 1 core safety challenge while
purchasing Pure it.
Majority of respondents think that the filtering process and no chemical
process of Pure it is satisfied.
Majority of respondents think that Pure it is one of the best water purifier
available in the market.
Maximum number of people thought that promotional activity and
attractive offer of Pure it is one of the reasons to purchase.
According to the survey no electricity, low maintenance, cheap price and
long warranty are some reason for purchasing Pure it water purifier.
Most of the Pure it users are satisfied with it performance and value for
money.

44

CHAPTER 9
CONCLUSION

CONCLUSION
45

Company is having good position in the market and they are offering quality
product in the market. Unilever has over the past 5 years been actively involved in
setting standards for social and environmental behavior and conduct. It does this in a
very systematic way and is in the process of developing procedures to make the
developed standard applicable throughout all of its operations.
With 400 brands spanning 14 categories of home, personal care and foods
products, no other company touches so many people's lives in so many different
ways.
They have a wide and diverse set of competitors in consumer goods
businesses. Many of they also operate on an international scale, but others have a
narrower regional or local focus. Competition is a normal part of business. They aim
to compete and give value consumers, customers and shareholders in following
ways:
They continually developing new and improved products.
They are sharing innovations and concepts with businesses all around the
world.
HUL is striving to lower the cost of our sourcing, manufacturing and
distribution processes while still maintaining, and improving, the quality of
our products.
They support efforts to create a more open competitive environment through
the liberalization of international trade.
They support the fuller implementation of the Single European Market and
inclusion.

Now days people are very cautious about their health and are very particular about
their drinking water. In such a scenario most of the people are using water purifier.
46

After the survey it is found that the people of Asansol and Durgapur are very much
aware of Pure It water purifier and maximum of them are satisfied with the product.
Although maximum people are satisfied with the product but still there a pinch of
dissatisfaction among some of the consumers. But the ratios of these people are
negligible.
It is seemed that an industry which is responsible and absolutely welcomes enhanced
competition. It is found that the success of the industry in the market place is gain by
delighting customers through affordable price and high quality and better after sale
services, instead of any possible manipulation in the area of spectrum management.
It is found that HUL is one of the best water purifier provider in India because apart
from the price , quality of output and customer satisfaction.
No doubt HUL Pure it have very good quality of product and availability in Asansol
and Durgapur. Customer feels delightful with the HUL promotional activity, safety
challenge and is mostly satisfied with HUL Customer service.

47

CHAPTER 10
LIMITATIONS

LIMITATIONS
The limitations for the project are as follows:
48

 Some customers were not interested about the survey as they were in their
busy schedule.
The responsible person of the family was unable to give time to us as many of
them were job holders.
Many people had misconception that the purifiers which run on electricity can
only purify water in comparison with the manual water purifiers.
The companys schedule included selling the product Pure-it via door to door
which does not match with the companys reputation.
Majority of the residential areas, flat schemes and the builders had already tied
up with the dealers of the comparative manual water purifiers.
First limitation of this project is time.
The researcher is inexperienced.
Biasness or prejudice of some of the respondents regarding any sort of

the

information which is required for such study.

Not much of importance was attached to this task by some of the Respondents.
The sample size of the respondents is very small.
The method of sampling is judgment sampling.

49

CHAPTER 11
RECOMMENDATION

RECOMMENDATIONS
As per the survey done the recommendations are following:
PRICING:
50

Depending on the market conditions / competition from other competitors and also to
suit local conditions, there should be flexible pricing mechanism (either at central or
local level).
IMPROVEMENT IN TECHNOLOGY:
HUL Pure it should immediately shift to new technology by replacing its old
technology as per requirement. This will improve the quality of service to desired
level and provide simultaneous integration with the nationwide.
UNTAPPED SEMI URBAN MARKET:
Large part of the semi-urban market is still untapped therefore HUL Pure it is
required to bring that area under mobility.
Pure it needs to spend on advertisement to attract new customers.
HUL Pure it should continue to offer the best toppings to stay at the top.
There should be no compromise in quality of the product
Sales person at the retails counters should have proper knowledge about the
product.
Customer service is something which company should pay more attention.

51

CHAPTER 12
BIBLIOGRAPHY

BIBLIOGRAPHY

52

In order to make this project help was taken from the following websites & books:
www.wekipedia.org
www.oppapers.com
www.hul.co.in
www.pureitwater.com

Marketing Management Cases and concepts, Nikhilesh Dholakia, Rakesh

Khurana, Labdhi Bhandari, Abhinandan K Jain, 8th publication, Macmillan
India, New Delhi, 2007
Marketing Concepts nad Cases, Michael J Etzel, B J Walker, William J
Stanton and Ajay Pandit, 13th Edition, Tata McGraw hill, New Delhi, 2008
Busines to Business Marketing, U C Mathur, 1st edition, New Age
International Publishers, Delhi, 2008
Analysis for Marketing Planning, Donald Lehmann and Russell S Winner, 6th
Edition, Tata McGraw Hill, 2005
Marketing Planning and Strategy, Subhash C Jain, 6th Edition, Thomson
Asia Pvt Limited, Singapore, 2000
Principles of Marketing, Philip Kotler & Gary Armstrong, 11th edition,
Prentice Hall of India Private Limites, New Delhi, 2006
Marketing Management, A south Asian Perspective, Philip Kotler, Kevin
Lane Keller, Abraham Koshy, Mithileshwar Jha, 13th Edition, Pearson
Prentice Hall, 2009
Marketing Management, Planning, Implementation and control, Global
Perspective Indian Context, V S Ramaswamy & S Namakumari, 3rd Edition,
Macmillan India Limited, New Delhi, 2007
53

 Marketing Managemnet, Rajan Saxena, 3rd Edition, Tata McGraw Hill

Publishing Company Limited, New Delhi, 2006
Marketing Management, 13th Edition, S A Sherlekar, Himalaya Publishing
House, Mumbai, 2007
Basic Marketing A global Managerial Approach, 15th Edition, William D
Perreault Jr, E Jerome McCarthy, Tata McGraw Hill, New Delhi, 2006
Marketing Case Study Solutions, 2nd Edition, H Kaushal, MacMillan India
Ltd., New Delhi, 2007

54

CHAPTER 13
SWOT ANALYSIS
LIST OF ABBREVATIONS

LIST OF ABBREVATIONS

UV ULTRA VIOLET
TDS TOTAL DISSOLVED SOLIDS
E.P.A ENVIRONMENTAL PROTECTION ACT
UF ULTRA FILTRATION

55

SWOT ANALYSIS OF HUL PURE IT

STRENGTH
HUL has more than 100 million customers. It is the largest FMCG company in
India, and also put a step forward to the water purifier industry by lunching
Pure it.
The company has covered the entire Indian nation with its Product. This has
underpinned its large and rising customer base.
It is the 4th largest FMCG Company in the world.

WEAKNESS
56

 UL have stopped door to door selling from 2009 which going to be a biggest
weakness for the company and newly introduced market strategy for Pure it
not working effectively.

OPPORTUNITY
HUL Pure it have newly introduced Pure it Marvella RO with reverse osmosis
technology which now going to compete with Eureka Forbes Aqua guard Ro.
Opportunity is always there because of a strong brand name also.
HUL Pure it going to make available there product in rural areas in India by
spreading there distribution channels which going to help them to get more
consumers because the quality of drinking water is not good there.

THREAT
Quickly changing global industry can be a matter of threat for HUL in india.
TATA & KENT have introduced its product in Indian water purifier market,
Tata Swach & Kent which are the matter of concern for Hul Pure it.

Water Purifiers offered by HUL

Pure it Marvella & Pure it Auto fill

57

Pure it Classic & Pure it Compact

CHAPTER 14
58

QUESTIONNAIRE

QUESTIONNAIRE

Name: - _____________________________________________
Address: - ___________________________________________
Age: - ______________________________________________
Gender: - ___________________________________________
Occupation: - ________________________________________
Annual Income: - ______________________________________

Upto Rs.50,000

A)

Rs. 50,000-1.5 lacs

Rs. 1.5-5 lacs

Above Rs. 5 lacs

Product awareness and its acceptance by the customers :59

1) Are you aware of the product Pure-it?

a) Yes
b) No
2) How do you get to know about Pure-it?
a)
b)
c)
d)
e)

Television
Newspaper
Radio
Friends
Others, Please Specify________________

3) What features are you aware of pure-it?

a)
b)
c)
d)
e)
f)

Looks
Price
Capacity
Filtration process
None
Other, Please Specify________________

4) Have you ever called for a free demo of Pure-it?

a) Yes
b) No
5) Do you know anyone who uses Pure-it?
a) Yes
b) No
6) What are the positive features in Pure-it from your point of view which are not there in any
other manual water purifier?
a)
b)
c)
d)
e)
f)

Models
Price
Capacity
Warranty or guarantee
None
Other, Please Specify________________

7) Have you heard about safety challenge of Pure-it?

a) Yes
b) No

60

Please answer the following questions if you own a Pure-it:-

1) What changes should be done by the company for making the product more effective and
efficient?
a)
b)
c)
d)

Technology
Warranty or guarantee
Storage capacity
Other , Please Specify________________

2) What made you buy this product?

a)
b)
c)
d)

Price
Safety challenge
Assured gift
Other , Please Specify________________

3) What rating will you give it to Pure-it from 1 to 5 (Where 1=excellent, 2=very good, 3=good,
4=satisfactory and 5=poor) and why?
a)
b)
c)
d)
e)

1
2
3
4
5

Ans :-

B) Comparative analysis for Pure-it against its competitors :-

Please tick in the appropriate boxes accordingly:1) Price :-

61

Models

Excellent

Very good

Good

Satisfactory

Poor

Very good

Good

Satisfactory

Poor

Very good

Good

Satisfactory

Poor

Kent
Aqua-sure
Pure-it
Tata swach
2) Storage capacity :Models

Excellent

Kent
Aqua-sure
Pure-it
Tata swach

3) Warranty or guarantee :Models

Excellent

Kent
Aqua-sure
Pure-it
Tata swach

4) Quality :Models

Excellent

Very good

Good

Satisfactory

Poor

Kent
Aqua-sure
Pure-it
Tata swach
Bajaj
5) Technology :-

62

Models

Excellent

Very good

Good

Satisfactory

Poor

Very good

Good

Satisfactory

Poor

Good

Satisfactory

Poor

Kent
Aqua-sure
Pure-it
Tata swach
Bajaj

6) Company reputation in market :Models

Excellent

Kent
Aqua-sure
Pure-it
Tata swach

7) Information given through advertisement :Models

Excellent

Very good

Kent
Aqua-sure
Pure-it
Tata swach

63

64