SUMMER INTERNSHIP REPORT

Hindustan Unilever Pureit

MARKET RESEARCH ON WATER PURIFIER

PRODUCT NAME- PURE IT
SUBHEADING: HOW TO ACHIEVE 100% MANNING IN
HUL

BY

SANDEEP SINGH BHATIA

IMM-09-II-247
 ACKNOWLEDGEMENT

I feel great pleasure for the completion of this project. At the very outset I
would express my sincere thanks and deep sense of gratitude to personnel
who helped me during the collection of data and gave me rare and valuable
guidance for the preparation of this report.
I take this opportunity to express my deep sense of gratitude and
appreciation to my project guide Mr. ANKUR CHAWLA (TERRITORY
SALES MANAGER ) for assistance, motivation, and being a continual
source of encouragement for me.
I am thankful to my project guide Mr. SURENDRE MANKASH for his
timely guidance, cooperation and encouragement.
I also express my gratitude towards my parents and sincere thanks to my
friends, well wishers for their encouragement and kind co-operation to
complete this report.
 DECLARATION

I, SANDEEP SINGH BHATIA of PGDBM (2009-11) studying at IMM

(INSTITUTE OF MARKETING AND MANAGEMENT), NEW DELHI,
solemnly declare that the project work titled- ‘’ MARKET RESEARCH ON
WATER PURIFIER” was carried out by me at HINDUSTAN UNILEVER,
in partial fulfillment of the MBA program me.

This program me was undertaken as a part of academic curriculum

according to the University rules and norms and by no commercial interest
and motives.

SANDEEP SINGH BHATIA

 TABLE OF CONTENTS

SR. NO. PARTICULARS PAGE NO.

1 Introduction To Market Research 1-2

1.1 Introduction 1

1.2 Key Players in the market 1

1.3 Scope of Market Research 2

2 Introduction To The Company 3-6

2.1 Company Profile 3

3 Brief about Pureit 7-11

4 How To Achieve 100% Manning 12

4.1 How to recruit 13

4.2 Sources of recruitment
14-18
4.3 How to keep employees happy
5 Comparative Analysis 19

5.1 Research & Analysis 20-29

6 Sample Questionnaire 30-31

6.1 Graphs & Pie-charts 32-34

FINDINGS OF THE PROJECT &
7 35
RECOMMENDATIONS
8 BIBLOGRAPHY 36
1
Market Research

1
Introduction:

Usually it is said that if marketing would be a train, then market research

would be the locomotive. In other words, market research should ideally be
the starting point of any marketing exercise. Conducting any marketing
exercise - be it related to pricing, promotion or distribution of a product or
service, without researching the potential market is as sensible as setting out
to sells and in the Sahara Desert.

Market research provides the answers to all the questions that generally
occupy the minds of marketers, at every stage of the marketing process.

Growth Trends in Market Research

India, fastest growing market research industry in the world, with growth
rates at around 31 % (2006-07). China is a distant second growing at 20 %.
The size of the industry if of 595 crore, but the industry is growing rapidly
with a lot of business coming from overseas. The business coming from
overseas from overseas involves lot of outsourcing as cost advantages are
enormous. The processing of data is almost 50% cheaper in India than in
developed countries. The outsourcing business amounts to almost for the 8
% industry and this figure is doubling in value every year.

Key Players in Market Research

Dun Bradstreet (D&B)

Information Resource Incorporation
NPD Group Information
A .C. Nielsen India Pvt. Ltd.
Maritz Research
NFO Research Incorporation
ICMR (Indian Council of Market Research)
IMRB (Indian Market Research Bureau)
2

Scope of Market Research

Many people think that marketing research is just a consumer survey, asking
consumers about certain product or services. Though consumer research is
an integral part of marketing research, the latter is quite a pervasive activity,
covering the various types of marketing problems that confront the
marketing manager. There are various discussion confined to the market
research which are as follows.
 Product Research
 Sales Research
 Customer Research
 Pricing Research
 Advertising Research
 3

COMPANY’S PROFILE

Date of Establishment 1933

Revenue 4275.18 ( USD in Millions )
Market Cap 591452.8929621 ( Rs. in Millions )
Hindustan Lever House,165/166 Backbay
Reclamation, Mumbai-400020, Maharashtra
www.hll.com
Management Details Chairperson - Harish Manwani 
MD - Nitin Paranjpe
Directors - A Narayan, Ashok K Gupta, C
K Prahalad, D S Parekh, D Sundaram,
Dhaval Buch, Douglas Baillie, Gopal Vittal,
Harish Manwani, Nitin Paranjpe, Pradeep
Banerjee, R A Mashelkar, S Ramadorai
Business Operation Household & Personal Products
Background Hindustan Unilever (HUL) is the largest fast
moving consumer goods (FMCG) company,
a leader in home & personal care products
and foods & beverages. HUL's brands are
spread across 20 distinct consumer
categories, touching lives of every 2 out of 3
Indian.It has employee strength over 15000
& 1200 managers. It has created widespread
network through its 2000 suppliers &
associaties.There 75
Financials Total Income - Rs. 208102.045 Million
( year ending Mar 2009) 
Net Profit - Rs. 25007.057 Million ( year
ending Mar 2009)
Company Secretary Ashok K Gupta
Bankers
Lovelock & Lewes
Auditors
 4

Hindustan Lever Ltd (HLL) is India's largest Fast Moving Consumer Goods
(FMCG) Company. HLL's brands like Lifebuoy, Lux, Surf Excel, Rin,
Wheel, Fair & Lovely, Pond's, Sunsilk, Clinic, Pepsodent, Close-up, Lakme,
Brooke Bond, Kissan, Knorr-Annapurna, Kwality Wall's are household
names across the country and span a host of categories, such as soaps,
detergents, personal products, tea, coffee, branded staples, ice cream and
culinary products. These products are manufactured over 40 factories across
India and the associated operations involve over 2,000 suppliers and
associates. Hindustan Lever Limited's distribution network comprises about
4,000 redistribution stockiest, covering 6.3 million retail outlets reaching the
entire urban population, and about 250 million rural consumers. HLL is also
one of India's largest exporters. It has been recognized as a Golden Super
Star Trading House by the Government of India. Presently, HLL has over
16,000 employees including over 1,200 managers. Its mission is to "add
vitality to life." The Anglo-Dutch company Unilever owns a majority stake
in Hindustan Lever Limited.

In the late 19th and early 20th century Unilever used to export its products to
India. This process began in 1888 with the export of Sunlight soap, which
was followed by Lifebuoy in 1895 and other famous brands like Pears, Lux
and Vim soon after. In 1931, Unilever set up its first Indian subsidiary,
Hindustan Vanaspati Manufacturing Company, followed by Lever Brothers
India Limited (1933) and United Traders Limited (1935). The three
companies were merged in November 1956 and the new entity that came
into existence after merger was called as Hindustan Lever Limited. HLL
offered 10% of its equity to the Indian public, and it was the first among the
foreign subsidiaries to do so. Currently, Unilever holds 51.55% equity in the
company while the rest of the shareholding is distributed among about
380,000 individual shareholders and financial institutions. 

Brooke Bond entered Indian market in 1900 and in 1903 it launched Red
Label tea in the country. In 1912, Brooke Bond & Co. India Limited was
formed. Unilever acquired Brooke Bond through an international
acquisition. Similarly, Lipton's link with India date back to 1898. Unilever
acquired Lipton in 1972 and in 1977 Lipton Tea (India) Limited was
incorporated. Pond's (India) had been in Indian market since 1947. It joined
the Unilever ranks through an international acquisition of Chesebrough
Pond's USA in 1986. 
5

The liberalization of Indian economy in 1991 and subsequent removal of the

regulatory framework allowed HLL to explore every single product and
opportunity segment, without any constraints on production capacity. The
1990s witnessed a string of crucial mergers, acquisitions and alliances. 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. In one of the most talked about events of India's corporate
history, the erstwhile Tata Oil Mills Company (TOMCO) merged with HLL,
effective from April 1, 1993. In July 1993, Brooke Bond India and Lipton
India merged to form Brooke Bond Lipton India Limited (BBLIL). Brooke
Bond Lipton India Limited launched Wall's range of Frozen Desserts in
1994 and by the end of the year, HLL entered into a strategic alliance with
the Kwality Ice cream Group families. BBLIL merged with HLL, with effect
from January 1, 1996. HLL has also set up a subsidiary in Nepal, Nepal
Lever Limited (NLL). The NLL factory manufactures HLL's products like
Soaps, Detergents and Personal Products both for the domestic market and
exports to India. In January 2000, as part of its divestment strategy, the
government decided to award 74 per cent equity in Modern Foods to HLL.
In 2002, HLL acquired the government's remaining stake in Modern Foods.
In February 2007, the company has been renamed to "Hindustan Unilever
Limited" to strike the optimum balance between maintaining the heritage of
the Company and the future benefits and synergies of global alignment with
the corporate name of "Unilever"

.
6

Corporate Purpose

Our purpose in unilever is to meet the everyday needs of people everywhere

– to anticipate the aspirations of our consumers and customers and to
respond creatively and competitively with branded products and services
which raise the quality of life .

Our deep roots in local cultures and markets around the world are our
unparalleled inheritance and the foundation for our future growth. We will
bring our wealth of knowledge and international expertise to the service of
local customers – a truly multi-local multinational.

Our long term success requires a total commitment to exceptional standards

of performance and productivity, to working together effectively and to a
willingness to embrace new ideas and learn continuously.

We believe that to succeed requires the highest standards of corporate

behavior towards our employes, consumers and the societies and world in
which we live.

This is unliver’s road to sustainable, profitable growth for our business and
long term value creation for our shareholders and employees.
7

BRIEF ABOUT PUREIT

Pureit – a water purifier designed and developed to provide “AS SAFE AS

BOILED WATER.”

PERFORMANCE – Pureit removes visible dirt, kills all harmful viruses

and bacteria, removes parasites and pesticide impurities giving you water
that is ‘AS SAFE AS BOILED WATER.’

ADDITIONAL FEATURES

-Great sensorial – clear, odour-free water: removes organics, pesticides,

suspended matter (turbidity).
-Anytime, anywhere performance: works
-without electricity
-without piped water

8
-Convenience – No hassles of boiling, No maintenance Costs like plumbing
-Cost – Rs.1/- for every 4 Liters of water.

The Technology
- Chlorination of water is a known fact and is used as a worldwide
phenomenon by municipal corporations for supply of potable water.

- It kills all bacteria and viruses in water.

Pureit is a water purifier made by Hindustan Unilever. It is sold in India.

Pureit is claimed to meet the E.P.A. germ kill criteria but it has not been
substantiated whether actual EPA Guide Protocol has been used. There are
doubts whether PureIt actually meets the germ kill critria under the actual
EPA Guide Protocol. Moreover, during a legal battle in Mumbai High Court
in 2009, some evidence was presented that the chlorine tablet used in PureIt
is not approved by EPA (under EPA Registration requirements for chemical
disinfectants under United States FIFRA laws) for in-home water purifiers,
and therefore, the use of 'EPA' in PureIt's marketing literature was argued to
be misleading. EPA registration requires proving that the chemical poses no
risks to public, animal or aquatic life in the proposed end-use format, such as
an in-home water purifier like PureIt. No further information is available as
the case was settled out of court

9
Purification Mechanism

A Pureit consists of four stages of purification: a ‘MICRO FIBRE

MESH'(MFM), a ‘COMPACT CARBON TRAP’ (CCT), a 'GERM
KILL PROCESSOR'(Chlorine cartridge) and a ‘POLISHER’. The
microfibre mesh is a sieve, which filters out visible dirt. The compact carbon
trap removes parasites and pesticides. The germ kill processor which
contains a form of chlorine, which removes bacterial and viral content. The
polisher improves smell and clarity of water and removes the residual form
of chlorine from the water. Hindustan Unilever collectively calls these parts
the germkill battery kit or the battery

Pureit form and specifications

Pureit is a self-contained water purifier. It has dimensions (H X W X D) of

61 X 29 X 26 cm, and weighs 4.1 kg.

The Germkill battery kit purifies 1,500 litres of water at 25° C in moderately
humid conditions. Its expiry date is 2 years from manufacture and comes
with an end of life indicator.

The plastic parts and the Germkill battery kit are made using food safe, non-
toxic, engineering-grade materials.

10
History

Pureit was initially launched by Hindustan Unilever Ltd. in the southern

Indian city of Chennai in 2005. The brand was rolled out across India in
phases, with full national presence having been established in the first half of
2008.

Claims

Pureit claims complete protection from water-borne diseases caused by

germs.

Pureit claims to be 'As Safe As Boiled Water'. This is also their tag line.

Pureit website claims it meets E.P.A. germ kill criteria, though it has not
been adequately substantiated.

Institutions that have tested Pureit

Pureit has been tested by numerous institutions around the globe.

Medical institutions

SRL Ranbaxy Clinical Reference Laboratories, Mumbai, Maharashtra.

Sundaram Medical Foundation, Chennai, Tamil Nadu.

King Institute of Preventive Medicine, Chennai, Tamil Nadu.

Apollo Hospitals

11
Scientific institutions

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.

International institutions

London School of Hygiene and Tropical Medicine, UK.

Scottish Parasite Diagnostic Laboratory, Glasgow, UK.

12
How To Achieve 100% Manning In Hindustan Unilever (Pure
It)

Organizational Structure
VICE
PRESIDENT
GENERAL
MANAGER

ZONAL
MANAGER
Sr. SALES
MANAGER

AREA SALES
MANAGER

TERRITORY
SALES OFFICER

TEAM LEADER

SALES EXECUTIVE
13

What Is Recruitment? Or How Hindustan Uni Le ver Will Employee

Its Sales Force?

Recruitment refers to the process of attracting, screening, and selecting

qualified people for a job at an organization or firm. For some components
of the recruitment process, mid- and large-size organizations often
retain professional recruiters or outsource some of the process to recruitment
agencies.

The recruitment industry has five main types of agencies: employment

agencies, recruitment websites and job search engines, "headhunters" for
executive and professional recruitment, niche agencies which specialize in a
particular area of staffing and in-house recruitment. The stages in
recruitment include sourcing candidates by advertising or other methods,
and screening and selecting potential candidates using tests or interviews.
14

What Are The Sources From Which The Company Can Recruit Their
Potential Sales Force?

Some Schemes Organised By Hindustan Unilever

For Achieving 100% Manning And Employee Satisfaction

Sambandh Programme By Pure It-

1. Earn Rs 1000/- for referring a friend
2. No limit on referral number
3. Both the referring depute and referred depute has to be active .

15
 4. All PWE are eligible for this reward
5. Rs 500 on selection of every referral

Following Are the Certain Measures As Per My Finding That Company

Can Undertake To Achieve Their Objective

In light of today’s economic landscape, it’s more important than ever for
companies to have happy and productive employees. When employees are
loyal and engaged in the company, profits are higher. Conversely, when
people feel unmotivated or undervalued, the company suffers. Additionally,
studies show that engaged employees miss less work, perform better, and are
more supportive of changes and willing to make them happen.

But keeping employees happy in any economy is hard work. Why?

Because happiness is, primarily, an inside job. In other words, happiness
comes from within a person. However, friends, family and employment can
add to or detract from someone’s happiness level. So if the workplace is
stressful and/or painful things are happening, such as “back-stabbing” and
gossiping, employees’ production goes down.
16

Happy employees are also satisfied and feel a sense of accomplishment

in their work. They like themselves and what they do, and they find
satisfaction from their work – a sense that what they do is important and
meaningful. Such feelings reduce stress, which is a major factor of
productivity.

In order to make your workplace one where happiness and productivity

thrive, consider the following guidelines.

Be a “good” employer: A “good” employer is one who sets clear

expectations to employees, including what is to be done, when it is to be
done by, and where it goes after they complete their responsibilities. Within
these expectations, you need to set clear boundaries demonstrate healthy
leadership and provide sound direction. This means spelling out rules,
regulations, policies, and procedures. While you can usually accomplish this
by creating a comprehensive employee manual, a good employer or manager
will also use the “personal touch” by talking with employees in group and
one-on-one settings.  

Whatever expectations you set, make sure they are consistent with all
employees. Include such things as clocking in early, break times, lunch
hours, etc. For example, is it acceptable to clock in early and leave work
early? Are breaks mandatory? Will an employee be “docked” if they
consistently take too long for lunch? The more issues and expectations you
outline, the fewer problems arise, which leads to productive workers.

Help employees to feel valued: Be encouraging to your employees and

offer praise when appropriate. Thank employees for doing a good job and let
them know that you value them. Should something go wrong or someone
makes a mistake, don’t “punish” the person. Rather, talk to the person; teach
the correct procedures, and offer encouragement and further teaching when
needed. Remember that punishing people only makes things worse in that
the employee may become angry and bitter and may want to sabotage their
work to get back at the company. If errors continue after correction, then you
may need to evaluate that person to make sure he or she is a good fit for the
job.

As an employer, you have an excellent opportunity to make a difference

in your employees’ lives. This may mean a smile, asking how their family is,
or asking about their interests or problems. If you sense that someone is
depressed, help that person get the necessary resources, as employees with
depression have higher absenteeism, increased health problems, and
17

decreased performance. Remember that we are all humans working together

to get through life. We need to care about each other to get the best results.

Create a productive atmosphere: The physical layout of the office is

important to maximizing productivity. People need enough room to work,
the correct supplies/materials, and a comfortable and pleasant environment.
Make sure all equipment is designed ergonomically so that it positively
motivates workers by helping them with their needs to do the work.

Ecotherapy is another element of a productive environment. Some factors

of ecotherapy include:

 Make sure the environment has live green plants. People feel better
about themselves, their jobs, and the work they perform when they
feel a connection to nature around them. In fact, workers who are near
plants or windows report significantly higher job, boss, and co-worker
satisfaction than those without. They also report being happier. If live
plants are not an option, pictures or murals of outdoor scenes have
some benefit.
 Give employees healthy air to breathe. Indoor air pollution is a serious
problem in buildings. Change air filters regularly, and if appropriate,
allow employees to keep their windows open.
 Utilize real sunlight when possible. If offices or workspaces don’t
have window access, install full spectrum or plant light bulbs in all
fixtures, including overhead florescent lights.
 Offer healthy food choices in the cafeteria or break room. Healthy
food helps people think better, improves mood, and increases energy
levels. Do a healthy food challenge at work to encourage people to eat
better. Also, have a restaurant bring in healthy food occasionally for a
catered lunch.
 Allow employees to personalize their work space, within reason. We
all need a place to call our own.
 Make the workplace family friendly. Life balance is a major stressor
for people. Therefore, allow workers to take time off for school events
or to stay home with mildly ill children without using sick or vacation
days. If possible, offer child care near or on premise. Research has
shown the employer can subsidize the care because it saves so much
18
 money from decreased absenteeism. Offer 13 weeks of maternity
leave and also some paternity leave, and have elder care resources and
referral services and/or dependent care assistance plans in place.

Get people involved: Create a comprehensive employee manual that is clear

and simply written. In it include procedures for handling every imaginable
scenario, including family emergencies. Ask employees for their ideas for
the manual so they feel a sense of ownership with the company.

Additionally, help employees feel involved by having regular meetings

where everyone can voice their opinions and concerns. This has an added
benefit in that the company can gain valuable information about products
and concerns that will hurt the bottom line. Also, host special employee
events where the family can be involved, such as picnics, fairs, workshops,
etc. The more sense of “family” you can create, the more productive people
will be.

Finally, have a designated charity where people can donate both money
and time. This helps each person to see the larger picture. Research indicates
that people feel better and have better lives when they volunteer. It also
helps the company’s bottom line by increasing employees’ performance and
demonstrating to the community that the company cares.

Keep ‘Em Happy; Keep ‘Em Working: When workers feel that they
are a dynamic and essential part of the team, they are more productive and
willing to go the extra mile for their customers and co-workers. Therefore,
give praise openly, set goals appropriate to the work, and always take your
employees’ needs seriously. By respecting and listening to your staff, you’ll
be giving them the motivational push they need to stay loyal and committed
to the company’s goals. And when you have a happy and productive
workforce that is eager to contribute, your company can weather any
economic storm

19
 COMPARATIVE ANALYSIS

HINDUSTAN UNILEVER LTD

BRAND NAME EUREKA FORBES LTD (HUL)

IMAGE
MODEL AQUASURE PURE-IT
PRICE Rs 2990/- Rs 2000/-
MACHINE FEATURES    

Type of Water Purifier  Storage Storage

Storage Capacity (Litres) 13 ltrs 18 ltrs
METHODS OF PURIFICATION    
Purification Stages 4 4

Pre-Filter Purification Yes Yes

Silver-Impregnated Activated Carbon   Yes Yes
Candle-Filter Purification No No
Ultra-Violet Purification No No
Reverse Osmosis No No
Germkill Processor and Unique
Other Methods Active Disinfectant / Special Carbon  Polisher 
MAKE AND PHYSICAL FEATURES    
Material of Body ABS Plastic  Foodgrade ABS Plastic 
Colours Available White-Blue  Royal Blue – Burgandy
POWER REQUIREMENT    
Power Required N-A N-A
Power Consumption (Overall) (Watts) N-A N-A
Power Consumption (UV Lamp) (Watts N-A N-A
DIMENSIONS    
Width (mm) 302 290
Depth (mm) 302 260
Height (mm) 540 610
Weight (Kgs) 3.2 6.1
AFTER SALES SERVICE /  
Warranty Period (Years) 1Yr Lifetime
Help line no 39883333 9223600600
Turnaround Time 24-48 hrs 24 hrs flat
Charges If out of warranty No charges

20
 MARKET RESEARCH QUESTIONARE

OBJECTIVE: To do a in-depth survey of water purifiers available in the

market and to arm you with the information with which you can select the
best water purifier device suitable for your home.
1. Do you use any kind of water purifier at home?
o Yes
o No

2. If yes, which purifier do you use?

o Aquaguard or Aquasure
o Pureit
o Kent water purifier
o Philips
o Whirlpool pura fresh
o others

3. Does your water purifier give as safe as boiled water?

o Yes
o No
o Don’t Know

4. Does the water purifier ensure that water is not wasted while
purifying?
o Yes
o No
o Don’t know

5. Does it remove pesticide impurities from drinking water?

o Yes
o No
o Don’t know
6. Does your water purifier consume more electricity?
o Less than 25 watts
o More than 25 watts
o Don’t know
21

7. How frequently do you need to change the candle in your purifier ?

o Once every year
o Twice every year
o More than mentioned
8. Does your purifier provide facility to drain out stagnant water?
o Yes
o No
o Cant say
9. Does the water after purification taste good, is odorless, and looks
clear?
o Yes
o No
o Don’t know
10.What technique does your water purifier uses?
o Ultra violet (UV)
o Reverse Osmosis (RO)
o E-boiling
11.What price do you think is appropriate for a water purifier?

-------------------------------------------------------------------------------------
-----------------------------------------------------------------------------------

12.Is your water purifier backed by dependable after sales service?

o Yes
o No
o Exceptional
13.Does your water purifier comes with warranty if yes how much?
o One Year
o Three Year
o More than above
14.Have you recently come across any kind of marketing activities for
purifiers?
o Road shows(Kiosk)
o TV Commercial
o Visual Merchandising
 o Direct Marketing

22

15.Where do you prefer to buy a water purifier from?

o Retail Outlets
o Franchisee dealers
o Direct Marketing (Doorstep)
16.While buying any water purifier what comes to your mind first?
o Price
o Health
o Both Price & Health

Name:
Age :
Sex:M/F
Address:
Occupation:
Contact No (R):
(O):
(Mob):
23
SURVEY DONE ON SAMPLE SIZE OF 100 PEOPLE

Do you use any kind of water purifier at home?

o Yes
o No

Number of people using water purifier

yes no

40%

60%
24
If yes, which purifier do you use?
o Aquaguard or Aquasure
o Pureit
o Kent water purifier
o Philips
o Whirlpool pura fresh
o Others

50
45
40
35
30
25
20
15
10
5
0
e it er s l rs
ur re ifi ilip oo he
as P u r Ph r lp t
u Pu hi o
Aq er W
or at
d tW
uar n
g Ke
ua
Aq

Does the water purifier ensure that water is not wasted while purifying?
o Yes
o No
 o Don’t know

25

Yes No Don't Know

5%

50%
45%

Does your water purifier consume more electricity?

o Less than 25 watts
o More than 25 watts
o Don’t know

Less than 25 watts

More than 25 watts
Don't Know
26
How frequently do you need to change the candle in your purifier?
o 3 months
o 6months
o Once in a year
o More than a year

20
18
16
14
12
10 Pure-It
Aquasure
8
6
4
2
0
3Months 6 Months Once in Year More than year

Comment on the price of your water purifier?

 Affordable
 High
 Should be Revised
 Should be Revised
Price 9%

Affordable
20%

High
71%
.
27
Is your water purifier backed by dependable after sales service?
o Yes
o No
o Exceptional

After Sale Service

Exceptional
10%

Yes
35%

No
55%

Have you recently come across any kind of marketing activities for
purifiers?
o Road shows(Kiosk)
o TV Commercial
o Visual Merchandising
 o Direct Marketing

28

Marketing Activity
Direct Marketing Road Shows(Kiosk)
18% 15%

Visual Merchandising
7%

TV Commercial
60%

Where do you prefer to buy a water purifier from?

o Retail Outlets
o Franchisee dealers
o Direct Marketing (Doorstep)
 Preffered Buying Place

Retail Outlet
25%
Direct Marketing
45%

Franchisee dealers
30%
.

While buying any water purifier what comes to your mind first?
o Price
o Health & Safety
o Both

29

Buying Preference

Price
25%

Both Price & Health

35%

Health
40%
.
30
HINDUSTAN UNI LEVER PURE IT QUESIONAIRRE

Consumer Perceptual Mapping

Name:- _________________________

Address: _________________________
_________________________

Q1. Do you own any HUL product ?

Q2. Have you heard about pureit?

Q3. Where you did heard about the product?

( ) TV commercial
( ) Newspaper print ads
( ) In shop branding
( ) Friend’s references
( ) Walk in shop
Q4. Criteria considered for Purchase?
( ) Price
( ) Technology
( ) Aesthetics
( ) Brand name

Q5. How often do you use the product?

( ) Daily
( ) 3 times a week
( ) Once a week
( ) One a month

Q6.Overall how satisfied is you with the product?

( ) Very satisfied
( ) Somewhat satisfied
( ) Unsatisfied.

31
Q7. How will you rate our product Compared to other products of (Philips,
Kent, aquasure?
( ) Much better
( ) Better
( ) Same
( ) Worst.
Q8. Will you recommend the product?

( ) Yes ( ) NO

Q9. How satisfied are you with customer service received?

( ) Very Satisfied
( ) Satisfied
( ) Neutral
( ) Dis satisfied
( ) Very dissatisfied.
Q10. Would you like to be update by pureit by
( ) New Product
( ) Health, Hygiene & Safety Periodicals
Q11. Suggestions on
 ( ) Product Design
( ) Technology
( ) Service
( ) Pricing.

SURVEY DONE ON SAMPLE SIZE OF 100 PEOPLE

Only the results necessary for the survey are tabulated

32
Do you own any PURE IT (If yes, Which Product)

Pureit

Yes
30%

No
70%

Where you did heard about the product?

( ) TV commercial
 ( ) Newspaper print ads
( ) Doctor Clinic’s
( ) Friend’s references
( ) Walk in shop

Preference
60%

15%
10% 10%
5%

.
33
Q.Criteria considered for Purchase?
( ) Price
( ) Technology
( ) Aesthetics
( ) Brand name
 What Is important?
Price Technology Aesthetics Brand Name

20%

40%
5%

35%

How will you rate our product Compared to other products of (Philips, Kent,
aquasure?
( ) Much better
( ) Better
( ) Same
( ) Worst.
34
 Rating
Worst(Service) Much Better
10% 15%

Same
35%
Better
40%

How satisfied are you with customer service received?

( ) Very Satisfied
( ) Satisfied
( ) Neutral
( ) Dis satisfied
( ) Very dissatisfied.

Customer Servies
Very Dissatisfied Very Satisfied
5% 5%

Satisfied
25%
Dis Satified
30%

Neutral
35%
.
35

FINDINGS & RECOMMENDATIONS FROM THE PROJECT

 As per the survey done following were the findings and
recommendations of the survey:

 Price structure should be revised

 Customer service is something which company should pay more

attention at.

 All models not available for display in retail outlets and also
brouchores should be made available.

 After Sales service is poor , company need to improve in that area.

 Company should focus more on brand awareness.

 Company outlet should be more merchandized, there should be more

branding in company outlet.

 Not to sell Marvella with M05 and Autofile with same sales
executive.

 Company’s R&D need to developed a product which even purifies the

salt water and make fit for drinking.

 Make Sales team more presentable add some English spoken PWE.

 Make some well known face as Brand Ambasdor for pureit.

36

BIBLIOGRAPHY
www.pureit.in
www.eurekaforbes.com
www.customercomplaint.in
www.golakindia.com
www.icmrindia.org
www.compareindia.com

Book Reffered : Philip Kotler