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The water initiative was a global Unilever project aiming to provide clean drinking water to the people of the world. When India was selected to be the lead country, HUL was given the task of developing the product for this initiative. For HUL, apart from developing a product that met the international standards they also had to build a product that would cope with many constraints like equipment that would work without electricity and running water. Here HUL followed a radically different process in developing the Pureit than what is considered the usual norm of the company.
The Team
Yuri Jain headed the water team as the Vice president and reported to the CEO for India operation and to the chief marketing officer for the global operations. He built the team from ground up and unlike HULs traditional teams, the water team was a cross functional team to enable the team to operate like a startup company would. The members of the team were also given exception from the HUL policy of moving people every few years to broaden their experience base.
Apart from quantity, the quality of the water was also an issue. In 2002, 7.5% of the deaths in India were caused by diseases related to unclean water. Other issues like receding ground water levels, decreasing water quality due to contamination and lack of awareness towards water usage were also contributing to the drinking water problem in India.
Market Competition
Eureka Forbes Ltd EFL was the first mover in the water purifier market and therefore, reaped the benefits of being the first mover. EFL launched its first water purifier in 1984. It used large field sales force specialized in door to door service for selling its product. It is the market leader in the urban area. It has an extensive support organization to assist both sales and support forces. It has different brands for retail and DTH marketing. Kent RO Kent RO has a mission of, producing innovative health care product that purifies water we drink, the food we eat and air we breathe, thus helping people live healthier. It launched its first water purifier in 1995. All the Kent products are based on RO technology. It uses a franchise based model for selling its product. It has 3 brands under it: Kent Grand, Kent Excel and Kent Elite. Phillips India Ltd It is Multinational Company with an Indian heritage of several decades. The company has a vast loyal distributors network just like HUL. It has come up with partnership Initiatives with real estate developers. It entered the UV segment of the market in 2007 with its product in the price range of INR8500 to INR12500.
Packaged Drinking Water Packaged drinking water though a different market in itself is giving a tough competition to Water purifier market.
SWOT Analysis
Strength: HUL has more than 100 million customers .It is the largest FMCG in India and 4 th largest in the world. The Company has covered the entire Indian nation with its product hence has a trusted and vast distribution network Pureit is an advanced purifier, its USP of no electricity or gas required can attract the mass market. HUL are in all the segment of water purifier and has a competitive price.
To reach its target consumer HUL followed a strategy of pricing the product at what the consumer could afford rather than following a cost based approach. Weakness: Sales team of Pureit. Dont have experience in durable goods. Very low margin rate for distributer and retailer. Opportunity HUL has the advantage of being the first mover for the mass market and bottom of the pyramid consumer The Company can make the base product available in rural areas in India through distribution channel in partnership with NGOs and self-help groups. HUL can make the people aware of safe drinking water in towns and rural area, adds goodwill to the company and also creates the market.
4Ps of marketing
Product Mix Product available in all the segment of water purifier. Easy to handle. Product available nationwide. Price Mix Product price ranged from 22$ to 150$ for different target consumer. Best price offered when compared to some other competitors. Place(Distribution) Mix Urban and Semi Urban area was the target audience. Plans to penetrate the rural market. Initially adopted the DTH marketing strategy to demonstrate the benefit of the product. Promotion mix Focus on educating customers and building awareness among the doctors. Outsourced the task of scaling up its DTH to external partners. In the retail sales, HUL offered 8% margins to retailers and 7% to distributors (Received poor product placement). In the rural areas, apart from having rural network they are planning to tie up with NGOs, banks and govt. agencies.
Recommendation
Pricing Depending on the market conditions/competition from others competitors there should be a flexible. Branding and Positioning in market The company should focus on mass market segment which has brought the maximum sales. The Premium consumer market is dominated by Aquaguard. Start DTH marketing:DTH marketing was stopped by pure it in the year 2009. Most of the salespersons (PWEs) were outsourced. Form a team of sales person who are employed to HUL. Untapped Rural Market:Reach the rural market through NGOs, government health organizations and create awareness about safe drinking market.