Pankaj Final - Hul

FINAL PROJECT REPORT (SIP)
SUBMITTED TO: PROF. SHRIDHARAN L Name: PANKAJ BAHAR Enrollment ID: 10BSPHH010507 Mobile no: +91 9666464613
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A REPORT ON
RURAL MARKETING WITH
PUREIT
By
PANKAJ BAHAR (10BSPHH010507)
A report submitted in partial fulfillment of the requirements of MBA Program of IBS Hyderabad Company Name: Hindustan Unilever Company Guide
Mr. Rama Krishna Business Development Executive, HUL
Faculty Guide
Prof. L. Shridharan Faculty, IBS Hyderabad
Date of Submission: May 13th, 2011
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AUTHORIZATION
This is to certify that the report entitled RURAL MARKETING WITH PUREIT FOR HINDUSTAN UNILEVER being submitted to IBS, HYDERABAD in partial fulfillment of the requirement for the award of MBA. It is an original work carried out by PANKAJ BAHAR with ENROL. NO 10BSPHH010507, under the guidance of Prof. L. Shridharan (faculty guide) of IBS Hyderabad and Mr. Rama Krishna (company guide) of HUL. The matter embodied in this report is a genuine work done by the aforesaid student and has not been submitted either to this University or to any other University / Institute for the partial fulfillment of the requirement of any course of study.
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ACKNOWLEDGEMENT
This project has been the culmination of multiple efforts and therefore I would like to extend my sincere gratitude to the following individuals; my company guide, Mr. Rama Krishna (Business
Development Executive), without whose guidance this project would have been meaningless. I
also thank Mr. Anand (TSO) at HUL for his continuous help. Also, Dr. Venu Gopal Rao who supported throughout in understanding the whole project in a better and effective way. I would like to thank my faculty guide, Prof. Shridharan L. whose affable nature was a comforting factor and whose knowledge and guidance has played a significant role in compiling this project. I would like to thank ICFAI Business School, Hyderabad for giving me opportunity to get this relevant exposure in the corporate sector. Last but not the least; I thank all my friends who were associated directly or indirectly in completion of this successful report.
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Table of Content
AUTHORIZATION.......................................................................................................... 3 ACKNOWLEDGEMENT.................................................................................................. 4 LIST OF ILLUSTRATIONS...............................................................................................8 EXECUTIVE SUMMARY................................................................................................10 ABSTRACTS...............................................................................................................11 Chapter 1.................................................................................................................. 13 Introduction............................................................................................................... 13 Chapter 2.................................................................................................................. 16 Introduction to HUL....................................................................................................16 PRODUCT LINE........................................................................................................17 Personal care brands...........................................................................................19 HUL is enjoying the leader position in the market & is having highest market shares which are followed by challengers like Dabur India Ltd, Nestle India Ltd, & ITC.So we can see that in overall FMCG business HUL is distantly ahead of rest of the companies as far as market share of different products are concerned..................20 Chapter 3.................................................................................................................. 24 ABOUT THE PRODUCT................................................................................................24 Water Purifier-Pureit...............................................................................................24 PRODUCT ANALYSIS................................................................................................25 Performance testing...............................................................................................29 COMPETITORS .......................................................................................................30 WATER SCARCITY................................................................................................... 31 PENETRATION OF WATER PURIFIER IN INDIAN MARKET...........................................31 DRIVERS & CHALLENGES for the INDUSTRY............................................................32 Chapter 4.................................................................................................................. 33 RURAL MARKETING....................................................................................................33
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Hindustan Unilever -Solution...................................................................................33 Hindustan Unilever Benefits.................................................................................34 HULs approach to Rural Distribution......................................................................35 PRODUCT/SERVICE STRATEGY OF WATER PURIFIER ...............................................35 How a Pureit is better than other method of water purifier:-...................................37 Entry of PUREIT in the market.................................................................................38 Statement of the Problem.......................................................................................38 Need of Study.........................................................................................................39 Scope of the Study................................................................................................. 39 PROJECT 1:- .............................................................................................................. 40 Objectives of the Study...........................................................................................40 Research Design.....................................................................................................41 PROJECT FLOW AND DESCRIPTION..........................................................................43 Analysis..................................................................................................................... 45 CONCLUSION:.........................................................................................................69 SUGGESTIONS:....................................................................................................... 70 RESPONDENTS FEEDBACK ABOUT PUREIT (Some of them)....................................70 Project 2: ..................................................................................................................71 Implementation of District Model in Siddipet Town of A.P.......................................71 OBJECTIVE OF THE PROJECT ...................................................................................71 RESEARCH METHODOLOGY ...................................................................................72 PROJECT FLOW AND DESCRIPTION..........................................................................73 ANLYSIS OF PROJECT 2:-.........................................................................................74 Part C........................................................................................................................89 Proposed District Model and other Promotional Strategies.........................................89 Suggestions...............................................................................................................99
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Some Promotional Strategies according to me to accelerate the Sales are:-..............99 Some other suggestions which may be useful for the future sale of Pureit are:-.......111 LIMITATIONS OF THE STUDY....................................................................................112 REFERENCE:............................................................................................................ 113
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LIST OF ILLUSTRATIONS
Table 1......................................................................................................................49 Table 2......................................................................................................................50 Table 3......................................................................................................................51 Table 4......................................................................................................................53 Table 5......................................................................................................................54 Table 6......................................................................................................................55 Table 7......................................................................................................................56 Table 8......................................................................................................................57 Table 9......................................................................................................................58 Table 10....................................................................................................................59 Table 11....................................................................................................................60 Table 12....................................................................................................................61 Table 13....................................................................................................................62 Table 14....................................................................................................................64 Table 15....................................................................................................................65 Table 16....................................................................................................................66 Table 17....................................................................................................................74 Table 18....................................................................................................................75 Table 19....................................................................................................................76 Table 20....................................................................................................................77 Table 21....................................................................................................................78 Table 22....................................................................................................................79
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STAGES DATE
WORK UNDERTAKEN
Understanding the organization and its work culture. To know about its rural customer base and their view about safe drinking water. Formulating a questionnaire keeping in mind the customer requirements. Getting the questionnaire cross checked by the Faculty Guide and the Company Guide for Analyzing the Level Customer Satisfaction.
REMARKS
STAGE 0
15th February, 201123rd February, 2011
STAGE 1
24th February, 20119th March, 2011
STAGE 3
9th March, 2011 31st Conducting the Survey in March, 2011 the major 3 areas provided by the company. Pureit customers perception on the safe drinking water and after sales services of Pureit, through data analysis by using SPSS Getting the questionnaire cross checked by the Faculty Guide and the Company Guide for the Collection of Data of specified Key persons in the villages. Conducting the Survey in 2 Mandals provided by the company. Analysis by Using Excel and SPSS to benefit the company and to add to my learning. Submission of Report and Presentation. Completion of the Project
STAGE 4
1st April, 2011 11th April, 2011
STAGE 5
13th April, 2011 18th April, 2011
STAGE 6
19th April, 2011 16th May, 2011 17th May, 2011 18th May, 2011 18th May, 2011- 19th May,2011
STAGE 7
STAGE 8
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Table 23....................................................................................................................81 Table 24....................................................................................................................82 Table 25....................................................................................................................83 Table 26....................................................................................................................84 Table 27....................................................................................................................85 Table 28....................................................................................................................86 Table 29....................................................................................................................87
EXECUTIVE SUMMARY
The main objective of the project is to get the full knowledge of the product and then plan Rural Marketing Strategies for HUL. In order to accomplish this goal I subdivided the objective into two. First, to find out the Customer Perception towards Safe Drinking Water by PUREIT and re-uptake of GKK (Germ Kill Kit) by customers who have purchased Pureit through MFIs. Second, was to enter the Rural Markets and search for new distribution channels for the company by makings necessary tie-ups. HUL launched Pureit in the year 2004 through direct selling technique. With time the company adopted diverse ways in expanding its water purifier market. It came up with the famous 1Crore Germs Kill advertisement, it tied-up with various NGOs, Microfinance institutions and the retailers to propagate Pureit. Now, since the rural market is booming, HUL has recently launched itself in the rural and the semi-urban areas of India. I as an interns under HUL have collected the feedback through questionnaires from the rural by visiting 17 villages and semi-urban areas in and around Hyderabad, namely- L.B Nagar, Mehdipatnam and Balapur. HUL indulges in promotions for Bottom of the Pyramid in the rural market for Pureit. It promotes itself indirectly by tying up with various associations like, NGOs and Micro Financial Institutions (MFIs).
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The first phase of our SIP included formulating a questionnaire on customer perception of safe drinking water with Pureit and the after sales services of Pureit to its current users and then conducting a pilot study on them. Taking learning from there, then to enter the rural market and to know about awareness level of water borne diseases and the perception of the villagers towards Safe Drinking Water. My focus of work was at a very grass root level which involved the knowledge of the product, the knowledge of the rural market in A.P, various business partnerships with varied organizations. In Andhra Pradesh, HUL has approximately 30,000 Pureit customers. While doing this project, I had to visit the Pureit customers house and get the questionnaire filled in by him/her. The major areas in consideration for this project were the rural, semi-urban areas around Hyderabad.
ABSTRACTS
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INTRODUCTION
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Chapter 1 Introduction
The next world war-if ever-will not be over land, But WATER. Globally more than one billion people lack access to safe drinking water and approximately 2.4 Billion people lack access to proper sanitation, nearly all of them in the developing countries, including India. Nearly a third of the world...... By China CCM Dated: Oct 10, 2010 More than one billion people, globally, do not have sufficient access to safe drinking water, nearly all of them in the developing countries, including India. Nearly one-thirds of the world's population worldwide live in areas which are water-stressed. This figure is expected to increase further by a fold by 2025. Approximately 80% of diseases in India are caused by water borne micro organisms. This is true in rural as well as urban India. However, awareness of health risks linked to unsafe water is still very low among the rural population. The few who treat water resort to boiling or use domestic candle filters. With more & more number people are becoming conscious about contaminated drinking water; the demand for water purifiers is rapidly rising especially in India. In the past few years, Indian water purifier industry has seen an exponential growth of 22% CAGR (Compounded Annual Growth Rate). Increasing awareness for safe drinking water is also credited for the same.
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There are three types of Water Purifiers in the market: Ultra Violet Based Reverse Osmosis Based Chemical Based
The UV segment constitutes more than 55% of the industry and has its key focus area for water purifier manufacturers because of higher margins it offers. Reverse Osmosis Based water purifier are expensive for major parts of population & is the major reason for its low penetration in the market. TechSci Research was conducted with a survey across 10 major cities in India with 600 users of water purifier to understand the market size, growth drivers, issues and buying behaviour patterns. The cities covered in survey were, Delhi, Mumbai, Kolkata, Chennai, Bangalore, Hyderabad, Ahmedabad, Chandigarh, Pune and Bhopal. According to TechSci Research, Indian Water Purifier industry will continue its growth and is expected to witness a turnover growth of more than 22% CAGR during the period between FY'11 and to FY'14. The Indian water purifier market has tremendous potential with a market size of approximately INR 1400 Crore. It is more evident from the fact that global majors such as Philips and Hindustan Lever have stepped in the arena. In the years to come, we can expect to see others entering the battle. WHY IS SAFE DRINKING WATER IMPORTANT in INDIA?
Some facts: 7.8 lacs (~7.5%) deaths are related to water, sanitation and hygiene. In the past 10 years diarrhea has killed more children than all the people lost to armed conflict since World War II.
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Some 6,000 children die every day from diseases associated with lack of access to safe drinking water, inadequate sanitation and poor hygiene equivalent to 20 jumbo jets crashing every day
At any one time it is estimated that half of the worlds hospital beds are occupied by patients suffering from water-borne diseases.
WHAT IS A WATER PURIFIER? A water Purifier is a device that removes contaminants such as parasites, algae, viruses, bacteria, minerals, fungi, toxic metals, and manmade chemical pollutants from water. Water purifiers remove these contaminants from raw water to make it pure and safe for human consumption. They also improve water odor, taste, and appearance. It is also considered as a large unit that usually stands beside the sink or under the counter and that is attached to the top or the side of the tap by a pipe. FEATURES OF A GOOD PURIFIER It should retain natural quality of water. Absolutely safe for drinking purpose as per WHO standards. User friendly features. Long Life. In-built storage tank.
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Avoids all contamination with last point purification. Low Maintenance.
Chapter 2 Introduction to HUL

Purpose & Principles The companys corporate purpose states that, to succeed it requires "the highest standards of corporate behavior towards everyone we work with, the communities we touch, and the environment on which we have an impact." Mission Unilever's mission is to add Vitality to life. Vision The vision of the company is to constantly develop the brand and its products to keep pace with the changes in consumers lives. Hindustan Unilever Limited (HUL) is India's largest Fast Moving Consumer Goods Company, touching the lives of two out of three Indians. 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 40.5 billion in 2008. Unilever has about 52% shareholding in HUL Hindustan Unilever was recently rated amongst the top four companies globally in the list of Global Top Companies for Leaders by a study sponsored by Hewitt Associates, in partnership with Fortune magazine and the RBL Group. The company was ranked number one in the AsiaPacific region and in India. History
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HUL was formed in 1933 as Lever Brothers India Limited and came into being in 1956 as Hindustan Lever Limited through a merger of Lever Brothers, Hindustan Vanaspati Mfg. Co. Ltd. and United Traders Ltd. It is headquartered in Mumbai, India and has employee strength of over 15,000 employees and contributes for indirect employment of over 52,000 people. The company was renamed in June 2007 to Hindustan Unilever Limited. Doing Well by Doing Good HUL believes that an organizations worth is also in the service it renders to the community. HUL focuses on hygiene, nutrition, enhancement of livelihoods, reduction of greenhouse gases and water footprint. It is also involved in education and rehabilitation of special or underprivileged children, care for the destitute and HIV-positive, and rural development. HUL has also responded in case of national calamities / adversities and contributes through various welfare measures, most recent being the relief and rehabilitation of the people affected by the Tsunami disaster, in India. HULs Project Shakti is a rural initiative that targets small villages populated by less than 5000 individuals. Through Shakti, HUL is creating micro-enterprise opportunities for rural women, thereby improving their livelihood and the standard of living in rural communities. Shakti also provides health and hygiene education through the Shakti Vani programme. The program now covers 15 states in India and has over 45,000 women entrepreneurs in its fold, reaching out to 100,000 villages and directly reaching to over three million rural consumers. HUL also runs a rural health programme, Lifeboy Swasthya Chetana. The programme endeavours to induce adoption of hygienic practices among rural Indians and aims to bring down the incidence of diarrhoea. It has already touched 120 million people in approximately 50, 676 villages across India.
PRODUCT LINE Hindustan Unilever Limited has been the pioneer in the field of Food brand, Home care brands, personal care brands, water purification systems and Nutrition, Health, Hygiene & beauty products.
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The following are the basic products of Hindustan Unilever Ltd., which has always promised to provide safe and healthy living. Food Brands. Home Care Brands. Personal Care Brands. Water Purification System. Food Brands HUL is one of Indias leading food companies. Our passion for understanding what people want and need from their food - and what they love about it - makes our brands a popular choice.
Home HUL
care brands has a diverse portfolio of brands offering home
care solutions for millions of consumers across India.
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Personal care brands Our personal care brands, including Axe, Dove, Lux, Pond's, Rexona and Sunsilk, are recognized and love by consumers across India. They help consumers to look good and feel good and in turn get more out of life.
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HUL is enjoying the leader position in the market & is having highest market shares which are followed by challengers like Dabur India Ltd, Nestle India Ltd, & ITC.So we can see that in overall FMCG business HUL is distantly ahead of rest of the companies as far as market share of different products are concerned.
MARKETS HARE OF FMCG COMP ANIESIN INDIA
OTHERS 19% DABUR 4% BRITANNIA 6% NESTLE 8% ITC 29%
HUL 34%
Figure 1: Market share of FMCG
In the above pie chart we see the position of various FMCG companies doing business in India. We can see that HUL is enjoying the position of market leader and is followed by ITC as close second in the market share of FMCG products.
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PERFORMANCE ANALYSIS
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PROF OFL T 10 YEAR IT AS

200000 180000 160000 140000 120000 100000 80000 60000 40000 20000 0 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007
PROFIT(Rs.Lakhs)
Figure 2: Profit of last 10 years
S alesg rowth of last 10 years

1500000 1400000 1300000 1200000 1100000 1000000 900000 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 sales(Rs. Lakhs)
Figure 3: Sales growth of last 10 years
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FUTURE PROJECTS OF HUL: As competition is increasing day by day, its difficult to maintain the leader position & to further strengthen the distribution network HUL made a project called project SHAKTI which will serve the following purpose for Pureit also. A) To Reach: Small, scattered settlements and poor infrastructure make distribution difficult. Over 500,000 villages not reached directly by HUL.
B) To Communicate: Low literacy hampers effectiveness of print media. Poor media-reach: 500 million Indians lack TV& radio.
C) To Influence: Low category penetration, consumption.
C) Awareness: Per capita consumption in Unilever categories is 33% of urban level.
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Chapter 3 ABOUT THE PRODUCT
Water Purifier-Pureit Pureit is the worlds most advanced in-home water purifier. Pureit, a breakthrough offering of Hindustan Unilever (HUL), provides complete protection from all water-borne diseases, unmatched convenience and affordability. Pureits unique Germ kill Battery technology kills all harmful viruses and bacteria and removes parasites and pesticide impurities, giving you water that is "as safe as boiled water". It assures your family 100% protection from all water-borne diseases like jaundice, diarrhea, typhoid and cholera. Whats more, it doesnt need gas, electricity or continuous tap water supply. Pureit not only renders water micro-biologically safe, but also makes the water clear, odourless and good-tasting. Pureit does not leave any residual chlorine in the output water. The output water from Pureit meets stringent criteria for microbiologically safe drinking water, from one of the toughest regulatory agencies in the USA, EPA (Environmental Protection Agency). The performance of Pureit has also been tested by leading scientific and medical institutions in India and abroad. This patented technological breakthrough has been developed by HUL. This state-of the-art engineering developed by a team of over 100 Indian and international experts from HUL and Unilever Research Centers has made Pureit possible at the consumer price of just Rs. 2000. Pureit runs with a unique Germ kill Battery Kit that typically lasts for 1500 liters of water. The Germ kill Battery Kit is priced at Rs.400. This means consumers will get 4 litres of water that is as safe as boiled water for just one rupee, which works out to an extremely affordable 24 paise (Rs. 0.24) per litre.
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Pureit in-home purification system uses a 4 stage purification process to deliver as safe as boiled water without the use of electricity and pressurized tap water. Pureit purifies the input drinking water in four stages, namely; 1. Micro-fiber Mesh - Removes visible dirt 2. Compact Carbon Trap - Removes remaining dirt, harmful parasites & pesticide impurities 3. Germ kill Processor uses 'programmed chlorine release chlorine technology' and its stored germ kill process targets and kills harmful virus and bacteria 4. Polisher removes residual chlorine and all disinfectant by-products, giving clear odourless and great tasting water 5. Battery Life Indicator - Ensures total safety because when the germ kill power is exhausted, the indicator turns red, warning you to replace the battery PRODUCT ANALYSIS
Performance Pureit removes visible dirt, kills all viruses and bacteria, removes parasites and pesticide impurities giving you water that is as safes as boiled water. Additional Features: Great sensorial Clear, odour -free water : removes organics, pesticides, suspended matter (turbidity) Any time , any where performance : works Without electricity Without piped water
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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 & is used as a world wide phenomenon by municipal corporations for supply of potable water.
It kills all bacteria and viruses in water. However chlorine added in water by these corporation is not done scientifically especially in third world countries like). Hence the amount of chlorination may be more or less depending on the quantity of water; thus again making this water unsafe for human consumption.
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Frame
Non woven
(polyester cloth filter)
MICRO FIBRE MASH Material Non woven polyester Removes suspended particulate > 10 micron Reduces filtration load on CCT Average flow rate of 5 lit/min COMPACT CARBON TRAP
Material intermediate activated carbon Binder is used for holding the carbon granules Removes particulate impurities < 10 micron Removes organic load improves taste of water Removes pesticides Removes cysts
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GERM KILL PROCESSOR Attached with batching chamber. Stored germ-kill power target and kill harmful viruses and bacteria
Unique Auto Switch off Technology
> After the battery life indicator turns fully red, the purifier will begin to overflow from the battery life indicator on the front side. > Some water may still pass through the purifier. However, please note that the purifier has stopped purifying water & the water may no longer be safe for drinking. > The purifier has been designed to overflow to indicate that the battery has not been replaced even after it has turned fully red.
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POLISHER
Made by activated granular carbon and coated by silver. This design has reduced pressure drop, eliminating the level of fines coming in the water and reduced wastage of plastics in battery Removes chlorine and disinfection by-products. Radial flow design low pressure drop. Finally removes all odour, makes water visually clear & gives great tasting water
Performance testing
Leading scientific institutions o Central Food Technology Research Institute. o National Institute of Cholera and Enteric Diseases o Indian Public Health Association o Institution of Public Health Engineers Leading Medical Institutions
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o King Institute of Preventive Medicine o Sundaram Medical Foundation o Apollo Hospitals o SRL Ranbaxy Clinical Reference Laboratories Leading International Institutions o London School of Hygiene and Medicine UK o Scottish Parasite Diagnostic Laboratory, Glasgow, UK COMPETITORS
Eureka Forbes Ltd. Aquaguard Kent
Zero B
Philips Ken star Tata Swatch
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WATER SCARCITY
Among countries likely to run short of water in the next 25 years are Ethiopia, India, Kenya, Nigeria, and Peru. Parts of other large countries, such as China, already face chronic water problems. The supply of available freshwater is effectively shrinking because of pollution including municipal sewage, toxic industrial waste, and harmful chemicals from agricultural activities.
PENETRATION OF WATER PURIFIER IN INDIAN MARKET
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DRIVERS & CHALLENGES for the INDUSTRY Drivers: Scarcity of clean drinking water Low penetration of water purifiers Increasing Urbanization Increasing water borne diseases
Challenges Lack of Standards Lack of awareness
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Chapter 4 RURAL MARKETING

Hindustan Unilever -Solution
OBJECTIVE
Hindustan Unilever
Enter rural Indian market for long-term opportunity and growth
Microdistributor
STRATEGY
Womens network
Create distribution models involving SHG community members and micro-credit financing
TACTICS
Homes
Personally reach customers in their homes
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Hindustan Unilever Benefits

Untapped potential reached through new sales & distribution channel Model replicated
OBJECTIVE
Hindustan Unilever
STRATEGY
Microdistributor
45,000 Shakti ammas' earn individual monthly income of 700-1,000 rupees Key partnerships established with micro-creditors and SHGs
Womens network
TACTICS Microentrepreneurs act as brand ambassadors, promoting Standard of living improvements
Homes
Modern trade Organized retail Self- service stores

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HULs approach to Rural Distribution ENTRY INTO THE RURAL MARKET
Indirect coverage
Direct coverage
Streamli ne
Turnover per Market

PRODUCT/SERVICE STRATEGY OF WATER PURIFIER
4 variety available in the market Easy availability nation wide Best quality of used plastic (ABS food grade) Best quality based technological parts used. Designed and developed to provide As safe as Boiled Water Very attractive design in two color ( Royal blue and Burgundy ) Pure it removes visible dirt, kills all harmful viruses and bacteria, Removes parasites and pesticide impurities giving you water is as Save as Boiled
water Great sensorial- Clear, odour-free water: removes organics,
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Pesticides, suspended matter (turbidity) Any time, anywhere (portable) performance : works-without electricity-without
piped water Very easy to use Convenience No hassles of boiling, No maintenance costs like Plumbing Cost- Rs.1 /- for every 4 Liters of water Top most brand name ( Hindustan Unilever Ltd ) Quick service ( with In 24 hour ) Life time free service 6 month warranty period
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How a Pureit is better than other method of water purifier:-
Main Feature
Pureit Boil water Advance UV inline Purifier
Advance Storage Purifier

No
Remove/Kills Viruses Bacteria Pesticides
Yes
Must boil water 30-40minute
Yes
End off life indicator Auto switch off 18 ltr. Water storage Capacity Manual backup Not require Gas Not require electricity Dual fill Facility (Manual or Auto fill) Better Taste of water Removes Smell
Yes Yes Yes
No No Yes
Yes Yes No
No No Yes
Yes Yes Yes Yes
Yes No Yes No
No Yes No No
Yes Yes Yes No
Yes
No
Yes
No
By this simple table of comparison amongst the different types of water purifier, we can conclude that Pureit is the best option which saves time, money, energy and is hassle free to use. It can be
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installed at any place and does not require electricity, gas, continuous flow of water and can provide odorless purified water. Entry of PUREIT in the market In last few years we have seen hordes of companies jumping the bandwagon of water business. Bottled water has become an omni-present phenomenon. With the huge success of initial brands like Bisleri, companies like Pepsi (with Aquafina) and Coca-Cola (with Kinley) also joined the competition. And of late, Indias largest FMCG Company HUL went to the limit of changing its industry to enter the lucrative water market. Unilever aims its products to touch the lives of over 2 billion people every day whether that's through feeling great because they've got shiny hair and a brilliant smile, keeping their homes fresh and clean, or by enjoying a great cup of tea, satisfying meal or healthy snack or just drinking clean water. PUREITs unique Germ kill Battery technology kills all harmful viruses and bacteria and removes parasites and pesticide impurities, giving you water that is "as safe as boiled water". It assures your family 100% protection from all water-borne diseases like jaundice, diarrhea, typhoid and cholera. Whats more, it doesnt need gas, electricity or continuous tap water supply. The output water from PUREIT meets stringent criteria for microbiologically safe drinking water, from one of the toughest regulatory agencies in the USA, EPA (Environmental Protection Agency). The performance of PUREIT has also been tested by leading scientific and medical institutions in India and abroad. This patented technological breakthrough has been developed by HUL. This state-of the-art engineering developed by a team of over 100 Indian and international experts from HUL and Unilever Research Centers has made PUREIT possible at the consumer price of just Rs.2000 Statement of the Problem Water is a necessity for living, and India is facing a big problem of impure water. As mentioned above about the number of deaths which are increasing day by day caused due to Cholera, Diarrhea and other water borne diseases in the urban as well as majorly in the rural India. This project with
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HUL will enable me to fulfill two goals, firstly to educate the rural people by using audio/visual clips, by interacting with them and knowing more about their needs, requirements, perception about safe water and Pureit. Secondly, gathering the primary information about people, their occupation, their preferences, their awareness level about water and the product using a questionnaire, this will be useful for the company in developing its rural strategy to tap this untapped market. So I decided to choose this project to accomplish my professional and social goals. Need of Study This project tries to give a snapshot about the satisfaction level of the existing Pureit customers in semi urban and the awareness level of people in rural area. A questionnaire survey was done to analyze the following parameters: Details about the Customer & his family Duration of PUREIT usage by the customer Awareness about Germ Kill Kit Replacement of GKK Delivery of GKK after the order Awareness about water borne diseases & involvement in campaigns Word of mouth by the customer Suggestions
Scope of the Study

The report is prepared after the surveys conducted and by interpreting the results from it. It includes:-
Study and analysis of the customer satisfaction levels.
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Analysis of data and suggestions provided by the existing customers in semi urban areas.
Formulating a strategy for PUREIT to penetrate into rural areas near Siddipet region of Hyderbad.
All the information can be further used by the company as a basis for the improvement of its after sales services and other enhancements. It also forms the basis to make strategies about how to penetrate into the rural market as the income group of the surveyed region is somewhat similar to the areas being considered in further part of the project. It will give us insight how do people perceive & expect from PUREIT. It tries to accomplish the following goals:1. To know the current satisfaction and awareness level of the customers in semi-urban, urban
slums of Hyderabad and villages near Siddipet town. 2. To analyze the uptake of Germ Kill Kit (GKK) Replacement habit Barriers Solutions for MFI clients
3. To analyze the service cycle of MFI clients and their complaints. 4. To analyze the satisfaction level of after sales services. 5. To use this information to make strategies for penetrating into rural market.
PROJECT 1:Objectives of the Study
EXISTING CUSTOMER PERCEPTION TOWARDS SAFE DRINKING WATER WITH PUREIT
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Research Design Research design is conceptual structure within which research is conducted. It constitutes the blue print of collection, measurement and analysis of data. It is needed because it facilitates the smooth sailing of various research operations, thereby making research as efficient as possible yielding maximum information with minimum time, effort and money. Research design stands for advance planning of methods to be used for collecting relevant data and techniques to be used in the analysis. The design helps researcher to organize his ideas whereby it will be possible for him to look for flaws and inadequacies. This research study has been conducted by surveying 310 consumers in different parts Hyderabad. PRIMARY DATA The researcher collected the primary data during the course of doing experiment in an experimental research. The primary data was obtained through observation and direct communication with respondents in one form or another or through personal interviews. Several methods used are: Observation method Interview method Through questionnaire
SECONDARY DATA It includes all the already available data i.e. data which have already been collected and analyzed by someone else. Various sources for secondary data are: Books, magazines and newspapers Internet
Sample Design
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A sample design is a definite plan for defining a sample from a given population. It refers to the technique or the procedure the researcher would adopt in selecting items for the sample. Attention was paid to the following points while developing a sample design: Type of population Sampling unit Source list Size of sample Parameters of interest Budgetary constraint Sampling procedure
SAMPLE SIZE Total of 310 respondents interviewed across different parts of Hyderabad in Semi-Urban and Urban Slums. The major areas constitute of L.B. Nagar, Balapur and Mehdipatnam and near by area. Data Collection Methods The data collection method used to get desired information from primary sources has been structured and unstructured direct interview and instrument used was questionnaire. INSTRUMENTS OF DATA COLLECTION Questionnaire was used as an instrument for data collection TESTING OF QUESTIONNAIRE Before using questionnaire for data, it is always advisable to conduct pilot survey. In a big enquiry the significance of pilot survey is felt very much. Pilot survey is in fact the replica and rehearsal of the main survey. Data Analysis Techniques
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There are mainly two tools and techniques used on this project: Questionnaire This is the most popular tool for the data collection. A questionnaire contains questions that the researcher wishes to ask his respondents which is always guided by the objective of the survey. The questionnaire is shown in Appendix part. Tables and Graphs On the basis of the questionnaires, four parameters were analyzed which were mapped in tabular form, pie charts and bar graphs. Tables are given in Data Analysis and Findings further in the report. PROJECT FLOW AND DESCRIPTION This part of the project started when the company gave me their confidential data about the existing users of Pureit in L.B. Nagar, Balapur and Mehdipatnam and its near by areas. My task was to first develop a questionnaire meeting the requirements of the objective and then getting it verified by both the company and the faculty guide. Then I conducted a survey in the above mentioned areas with the assistance of a customer service executive of the company. The survey was conducted successfully and first hand data was collected. Then by the use of excel and SPSS I could find out some useful analysis using the statistical tools like frequency, crosstabs. This report with the analysis, suggestions and conclusion was then presented to both, the company and the faculty guide. The conclusion and the outcomes of this report helped me to analyze the current perception of people using it, which then helped to proceed towards my next goal of entering in the rural market near Siddipet Town. The data analysis of the first part is as follows:
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ANALYSIS
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Analysis
FREQUENCY INTERPRETATION AND ANALYSIS
Statistics
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When did you buy pureit for the first time
Are you awar e of GKK (Ger m Kill Kit)
How many times have you replac ed the GKK till date
How many days does it take to get your GKK delive red after placin g an order
Are you aware of the fact that 80% of diseas es in our countr y are water borne
Have you ever been a part of any awar eness camp aign about water born e disea ses
Woul d you like to reco mme nd PUR EIT to your frien ds and relati ves
Suggest ions that would help make PUREI Ta better product
Numb ers of memb ers in the family
Any memb er presen t in the family long ailing from water borne diseas es.
Any wat er bor ne dise ase suff ered by any hou seh old me mbe r in the last one year
Area of Surv ey
Ge nd er
A g e
O c c u p at io n of th e m ai n e ar n er of th e fa m il y 3 1 0 0 Hou sehold Inco me (Mo nthl y) 310 0
Valid
310
310
310
310
310
310
310
310
310
310
310
310
31 0
3 1 0 0
Missing
We have a data set of 310 respondents. There is no missing value since we have personally filled the forms visiting each and every respondents home.
When did you buy Pureit for the first time?

Table 1
Frequency Valid Before 1 year Before 2 years Before 3 years Total 39 230 41 310
Percent 12.6 74.2 13.2 100.0
Valid Percent 12.6 74.2 13.2 100.0
Cumulative Percent 12.6 86.8 100.0
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As we can see from the data that majority of the respondents bought Pureit 2 years ago from the current year, after which the sales have been declining to 12.6% and 13.2% in 1 year before and 3 years before respectively. This is due to the break off of the partnership of the company from the SKS finance as majority of the people could buy it on an installment basis; it was much cheaper & affordable. Therefore, that was a great strategy to enter into the rural market. But due to these problems with the tie ups between the company and other problems faced by SKS Finance, now this model is no longer in use and new strategies need to be developed.
We d y ub yp r it f rt ef s t e h n id o u ue o h ir t im
20 5
Frequency
20 0
10 5
10 0
5 0
0 B foe1y a e r er B foe2y as e r er B foe3y as e r er
We d y ub yp r it f rt ef s t e h n id o u ue o h ir t im
Are you aware of GKK (Germ Kill Kit)?

Table 2
Frequency Valid Yes No Total 301 9 310
Percent 97.1 2.9 100.0
Valid Percent 97.1 2.9 100.0
Cumulative Percent 97.1 100.0
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As from the data we can see that 97.2 % of the respondents know about GKK. This shows us that our front end team is doing great work in explaining our existing customers about the technology being used. This spreads a good impression in the minds of customer about how latest technology is being devised & used by Research and development team of PUREIT to develop this product. This will also boost their confidence in the product.
A y ua a o G K(G rmK gK re o w re f K e illin it)
30 0
Frequency
20 0
10 0
0 Ys e N o
A y ua a o G K(G rmK gK re o w re f K e illin it)
How many times have you replaced the GKK till date?
Table 3 Frequency Valid Not done till now 1Times 2 Times 3 Times 4 Times 5 Times Total 11 8 38 92 110 51 310 Percent 3.5 2.6 12.3 29.7 35.5 16.5 100.0 Valid Percent 3.5 2.6 12.3 29.7 35.5 16.5 100.0 Cumulative Percent 3.5 6.1 18.4 48.1 83.5 100.0
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From the data it can be well interpreted that majority numbers of people have replaced the GKK 4 times in a time span of 2 years. Very less percentage of the sample population have not replaced at all till now or replaced it just once. The reasons may be that they must be new customers or consume less water as comprise of a small family size. Replacement of GKK depends not on time, but on quantity of water cleaned unlike other water purifiers. This helps people with small family size n bachelors also for their daily use at nominal expense.
H wmn t e h v y ur p c dt eG Kt d te o a y ims a e o e la e h K ill a
10 2
10 0
Frequency
8 0
6 0
4 0
2 0
0 N t d n till o oe nw o 1 im s T e 2T e im s 3T e im s 4T e im s 5T e im s
H wmn t e h v y ur p c dt eG Kt d t o a y ims a e o e la e h K ill ae
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How many days does it take to get your GKK delivered after placing an order?
Table 4
Valid
1 Day 2 Days 3 Days 5 Days 7 Days and more Total
Frequency 191 100 14 4 1 310
Percent 61.6 32.3 4.5 1.3 .3 100.0
Valid Percent 61.6 32.3 4.5 1.3 .3 100.0
Cumulative Percent 61.6 93.9 98.4 99.7 100.0
As majority of the people say that GKK is replenished within 1-2 days after placing the order, this shows that our after sales service is doing great job. In todays competitive market, after sales service is very important. As discussed earlier, most consumers are switchers in this market. They will go with the product which offers better services. Thats why it is a very important parameter & PUREIT team is maintaining it well.
H w a yd y d e it t k t g t y u G K e ee at rp c ga od r o mn a s o s a e o e o r K d liv r d f e la in n r e
20 0
Frequency
10 5
10 0
5 0
0 1D y a 2Dy as 3D y as 5D y as 7D y a dmr a s n oe
H w a yd y d e itt k t g t y u G K ei ee at rpa i ga od r o mn a s o s a e o e o r K d l v r d f e l cn n r e
Are you aware of the fact that 80% of diseases in our country are water borne?
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Table 5
Percent 57.4 42.6 100.0
According to the results we can interpret, that people are still not that educated about relevance of safe drinking water. We need to educate people about this deep requirement in a healthy life, to encourage sales of our product & built in a healthy culture. This gives us an idea, that all people arent aware about this fact even in semi urban areas. So we cant expect rural population to be aware. Thus gives a hint that we need to first spread awareness to create nees of the product in the rural market.
A y u a a o th fa t th t 8 %o d e s s in o r c u try a w te b rn re o w re f e c a 0 f is a e u on re a r o e
20 0
10 5
Frequency
10 0
5 0
0 Ys e N o
A y u a a o th fa t th t 8 %o d e s s in o r c u try a w te b rn re o w re f e c a 0 f is a e u on re a r o e
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Have you ever been a part of any awareness campaign about water borne diseases?
Table 6
Percent 1.3 98.7 100.0
Results prove that almost all of our respondents have never been a part of any campaign related to safe drinking water. This reinstates the fact that people are themselves not aware presently; neither showing much willingness regarding this.
H v y ue e b e ap rt o a ya a n s c m a na o t w te b rn a e o v r e n a f n w re e s a p ig b u a r o e d ess is a e
30 0
Frequency
20 0
10 0
0 Ys e N o
H v y ue e b e ap rt o a ya a e e sc m a na o t w te b r e a e o v r e n a f n w r n s a p ig b u a r o n d ess is a e
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Would you like to recommend PUREIT to your friends and relatives?

Table 7
Percent 73.9 26.1 100.0
Most of our respondents agree to spread the word of Pure it. This is a boost to our marketing strategy as positive word of mouth is being spread & inviting more & more people to the Pure it family. This will give Mouth of Word publicity to the product. Since it is not targeting rich people, word of mouth plays an important role. This will also increase awareness about the product, its advantages & about safe drinking water. It will thus, help multifold to the company.
W ould you like to recom end PUREIT to your friends and relatives m
250
200
Frequency
150
100
50
0 Yes N o
W ould you like to recom end PU m REIT to your friends and relatives
Suggestions that would help make PUREIT a better product?
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Table 8
Percent 64.5 35.5 100.0
Almost 65% of our existing customers want to give suggestions to improve the product. On one side it shows people are facing some problems with the product, but can be seen as good involvement in developing the product further.
S g e tio sth t w u h lpm k P R ITab tte p o u t u g s n a o ld e ae U E e r r dc
20 0
Frequency
10 5
10 0
5 0
0 Ys e N o
S g e tio sth t w u h lpm k P R ITab tte p o u t u g s n a o ld e ae UE e r r dc
Numbers of members in the family
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Table 9
Frequency Valid 2 3 4 5 6 7 8 Total 10 31 162 70 20 9 8 310
Percent 3.2 10.0 52.3 22.6 6.5 2.9 2.6 100.0
Valid Percent 3.2 10.0 52.3 22.6 6.5 2.9 2.6 100.0
Cumulative Percent 3.2 13.2 65.5 88.1 94.5 97.4 100.0
According to the table above we can interpret that the maximum number of households consists of 4 members. The replacement of GKK depends on the number of members in the family. The more the consumption of 1500 liters of water, the faster is the replacement of GKK (Germ Kill Kit).
200
150
Frequency
100
50
0 2 3 4 5 6 7 8
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Any member present in the family long ailing from any diseases.
Table 10
Percent 37.7 62.3 100.0
Maximum number of villagers in unison of three villages are healthy, and do not ail from any long term disease. A good 117 people do face a few problems like: Diabetes Joint Pain Malignant Tumor Goitre
A ym m e p e e t inth fa ilylo ga gfr m a r b r ed e s s n e br r sn e m n ilin o w te o n is a e .
20 0
Frequency
10 5
10 0
5 0
0 Ys e N o
A ym m e p e e t inth fa ilylo ga gfr m a r b r ed e s s n e br r sn e m n ilin o w te o n is a e .
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Any water borne disease suffered by any household member in the last one year
Table 11
Frequency Valid No 310
Percent 100.0
Valid Percent 100.0
Cumulative Percent 100.0
This is good news for PUREIT. There has not been any case of water borne disease in any of the villages, after the consumption of water filtered by PUREIT. These could be sure figure to attract more customers to PUREIT.
A y w ter b rn d eas s ffered b a y h u h ld m b in th la o e n a o e is e u y n o se o em er e st n y ar e
300
Frequency
200
100
0 N o
A y w r b rn d ea e s ffe d b an h u e o m b r in th la t o e n ate o e is s u re y y o s h ld em e e s n ye r a
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Area of Survey
Table 12 Cumulative Valid L B Nagar Balapur and near area Mehdipatnam,Narsinghi Total Frequency 186 77 47 310 Percent 60.0 24.8 15.2 100.0 Valid Percent 60.0 24.8 15.2 100.0 Percent 60.0 84.8 100.0
The maximum people were covered in L B Nagar and the least in Mehdipatnam, Narsingi area.
A a o S rv y re f u e
20 0
Frequency
10 5
10 0
5 0
0 L BN g r aa B la u a d n a a a a p r n e r re M h ip tn m a in h e d a a ,N rs g i
A a o S rv y re f u e
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Gender
Table 13
Frequency Valid Male Female Total 49 261 310 15.8 84.2 100.0
Percent 15.8 84.2
Valid Percent
100.0
The females have dominated our survey. These women are familiar about SKS and MFI in their
Gender
Age
300
25
250
20
Frequency
200
150
Frequency
50 0
15
100
10
Male
Female
Gender
0
17 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 51 52 55 65
Age
village. In such small areas word of mouth is a key to increase the customer database. Henceforth, we can make out from the figures that PUREIT has done its best. The maximum people range from 30 to 40 in our areas of survey.
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Figure 4
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Occupation of the main earner of the family

Table 14
Frequency Valid Business Service Skilled Laborer Total 96 126 88 310
Percent 31.0 40.6 28.4 100.0
Valid Percent 31.0 40.6 28.4 100.0
Our respondents believed in providing service to companies, as this would give them an insured amount for their daily living. Others to have occupied themselves, with their own business or are skilled laborers working in the neighboring villages or town.
140
120
100
Frequency
80
60
40
20
0 Business Service Skilled Laborer
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House-hold Income (Monthly)

Table 15
Frequency Valid Below `5000 `5000 - `10000 `10000 - `15000 `15000 - `20000 `20000 - `25000 Above `25000 Total 9 67 86 77 39 32 310
Percent 2.9 21.6 27.7 24.8 12.6 10.3 100.0
Valid Percent 2.9 21.6 27.7 24.8 12.6 10.3 100.0
Cumulative Percent 2.9 24.5 52.3 77.1 89.7 100.0
We found from the above data that major people working are servicing other companies and are satisfying their households with an income of `10000 to `15000. Though the difference is not much between people earning `5000 to `10000 and people earning `15000 to `20000. Our study made us believe that the villages we surveyed were not poor. They are conscious about safe drinking water even if they were not well off.
H u e o In o e(M n ly o s -h ld c m o th )
10 0
8 0
Frequency
6 0
4 0
2 0
0 B lo R . 5 0 e w s 00 R .5 0 - R . s 00 s 100 00 R .1 0 0- R . s 00 s 100 50 R .1 0 0- R . s 50 s 200 00 R .2 0 0- R . s 00 s 200 50 A o eR . bv s 200 50
H u e o In o e(M n ly o s -h ld c m o th )
Occupation of the main earner of the family * House-hold Income (Monthly) Crosstabulation
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Table 16 House-hold Income (Monthly) Rs.10000 Rs.15000 Rs.20000 Rs.15000 21 44 21 86 Rs.20000 30 32 15 77 Rs.25000 13 20 6 39
Below Rs. 5000 Occupation of the main earner of the family Total Business Service Skilled Laborer 1 4 4 9
Rs.5000 Rs.10000 10 16 41 67
Above Rs.25000 21 10 1 32 Total 96 126 88 310
By this we can easily make out that majority of people belong to the Service Class in the Monthly house hold income range of `15000 - `20000. This shows that people are capable enough to sustain their basic and some luxury needs. So the uptake of GKK should be more as money is not the major constraint. The next large segment of people belongs to the Business category, so more and more awareness should be imparted.
Design * Area of Survey Crosstabulation

Count Area of Survey Mehdipatnam,Narsing L B Nagar Design Satisfactory Good Excellent Total 41 108 37 186 Balapur and near area 12 52 13 77 hi 5 34 8 47 Total 58 194 58 310
As it is evident from the table that the majority number of people holds Good opinion about the Design of Pureit and out of the total sample population the major share is of L.B.Nagar. This clearly depicts that the people are satisfied with the Design.
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Technology * Area of Survey Crosstabulation

Count Area of Survey Mehdipatnam,Narsing L B Nagar Technology Satisfactory Good Excellent 34 127 25 186 Balapur and near area 10 53 14 77 hi 5 34 8 47 Total 49 214 47 310
Total
As it is evident from the table that the majority number of people holds Good opinion about the Technology of Pureit and out of the total sample population, the major share is of L.B.Nagar. This clearly depicts that the people are satisfied with the Technology also.
Value for money * Area of Survey Crosstabulation

Area of Survey L B Nagar Value for money Satisfactory Good Excellent Total 68 70 48 186 Balapur and near area 30 28 19 77 Mehdipatnam,Narsinghi 19 18 10 47 Total
117 116 77 310
As it is evident from the table that there are approximately equal number of people who hold Satisfactory and Good opinion about the Value for Money aspect of Pureit and out of the total sample population, the major share is of L.B.Nagar. This clearly depicts that the people are more than satisfied with the Value for Money also.
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Performance * Area of Survey Crosstabulation

Area of Survey L B Nagar Performance Satisfactory Good Excellent Total 38 132 16 186 Balapur and near area 12 52 13 77 Mehdipatnam,Narsinghi 5 34 8 47 Total 55 218 37 310
As it is evident from the table that the majority number of people holds Good opinion about the Performance of Pureit and out of the total sample population, the major share is of L.B.Nagar. This clearly depicts that the people are satisfied with the Performance also. After Sale Service * Area of Survey Crosstabulation
Count Area of Survey Mehdipatnam,Narsing L B Nagar After Sale Service Satisfactory Good Excellent 39 97 50 186 Balapur and near area 13 40 24 77 hi 8 27 12 47 Total 60 164 86 310
Total
As it is evident from the table that the majority number of people holds Good opinion about the After Sale Service of Pureit and out of the total sample population, the major share is of L.B.Nagar. This clearly depicts that the people are satisfied with the After Sale Service also.
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Maintenance * Area of Survey Crosstabulation

Count Area of Survey Balapur and near L B Nagar Maintenance Satisfactory Good Excellent Total 87 85 14 186 area 29 41 7 77
Mehdipatnam,Narsin ghi 15 26 6 47 Total 131 152 27 310
As it is evident from the table that there are approximately equal number of people who hold Satisfactory and Good opinion about the Maintenance aspect of Pureit and out of the total sample population, the major share is of L.B.Nagar. This clearly depicts that the people are more than satisfied with the Maintenance also. Thus it can be concluded from the above analysis that out of the sample population of 310 maximum numbers of people are happy with all the Product features. They are also ready to give references for the new sales of Pureit. We can also conclude that not even a single person is dissatisfied with the Product as none of them have marked Bad or Poor option in questionnaire. CONCLUSION: After conducting the above analysis on the survey, we come to the following conclusions: Pureit has been successful in rendering after-sales services to its customers in these areas. Majority of the Pureit users are able to get access to the company engineer within a day of their placing an order for the GKK replacement. The customers are highly satisfied with the overall usage of Pureit and there has been absolutely no case of any water borne disease in the family in the past one year of usage of the product.
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Though most of the customers find the product user-friendly and effective in preventing water borne diseases, they are not very satisfied with the re-filling aspect of Pureit and find it tedious.
Majority of the customers are from the service class background and they find the product a little over-priced.
SUGGESTIONS: There are a few suggestions which we feel would help the company in increasing its sales in the future: The products water carrying capacity should be increased as many customers complained about the re-filling aspect of Pureit. Not every customer is satisfied with its maintenance cost as they find the battery kit, which has to be replaced after every 1500 liters of water, very expensive. More innovative models of the product should be launched in the market which should be economical too. HUL should promote the product through various campaigns which a common man can be a part of, this would spread awareness and would also increase the future sales. More hoardings of the product should be put up around the semi-urban areas to increase the visibility of the product. RESPONDENTS FEEDBACK ABOUT PUREIT (Some of them)
1. Reduce the cost of the product. 2. Battery is costly. 3. Price of GKK to be lowered. 4. Increase the water capacity. 5. Refilling problem should be corrected.
6. Cooler Chamber
7. Reduce The Cost of GKK
This project is now successfully complete as per the scheduled time frame. From hereon, my second project shall start.
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Project 2: Implementation of District Model in Siddipet Town of A.P.

After the completion of my project 1 in the urban and semi-urban area, I could find out the current level of satisfaction of people using Pureit. Now in order to take the product into the rural I formulated a new questionnaire to find out the perception of the rural people for Safe Drinking Water. Firstly, I need to find out how important is Safe Drinking water to them and how do they perceive it, are the people in the villages aware about water purifiers, are they using any water purifier for their healthy living and how interested are they in using PUREIT and spreading awareness about Safe Drinking Water. In District model concept HUL is trying to generate an idea of developing 4p (commission basis entrepreneurs) in rural India, targeting every block with the aim of primarily reaching rural R1 and R2 customers. So in this the towns will be divided into mandals/blocks. The successful completion of the project needs me to meet and formulate certain tie ups with RMP doctors, teachers, SHGs under Velugu, Postmen, Dairy cooperatives etc. The project also includes getting the data of these potential 4p of 17 villages which required time. This project will help HUL to collect relevant data and build a viable model according to its need in the specified villages for expansion of the sales. In order to complete this project the company will be guiding me at the levels. OBJECTIVE OF THE PROJECT This project tries to give a snapshot about the current perception of people living in the rural areas about the need and awareness of Safe Drinking Water. It helps in understanding current water sources used by them, the awareness about the water borne diseases, the enthusiasm to promote PUREIT and the other innovative methods and strategies to promote Pureit in their area, which can be further used by the company as a basis for the improvement of its future sales. It tries to accomplish the following goals: To Provide a report containing the following information for each Mandal assigned 1. Number of RMP
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2. Number of Teachers
3. Number of villages in each block
4. 5.
Number of Post men and their details Number of major Medical distributor in each of the block.
To initiate the discussion with people and increase sales with each of the association and stream like RMP, teachers association etc.
To propose a distribution model and suggest some other Promotional Strategies to Proceed
RESEARCH METHODOLOGY TYPE OF RESEARCH: This Marketing Research is exploratory and descriptive in nature and is carried out for the project to know the current perception of people living in the rural areas about the need and awareness about Safe Drinking Water and major water borne diseases. INFORMATION NEEDED: The data that was needed for this research has been collected through the primary sources i.e. Questionnaire and Secondary sources i.e. the A.P Population Census Database 2001. DATA COLLECTION FROM PRIMARY SOURCES: Questionnaires were being filled by the respondents of 17 different Villages (Gurralagondhi, Jakkapoor, Vitlapur, Gangapur, Chinnakodoor, Pekkakodoor, Ramunipatla, Ibrahimnagar, Baddipadga, Mandapally, Gonepally, Alwal, Ganpoor, Mallupally, Peddachipyal, Chinnagundavelly, Sirsangandla) of 2 different Mandals (Mirdoddi and Chinnakodoor). Pilot survey was also being conducted. INSTRUMENTS FOR COLLECTING DATA The instruments used for collecting data are questionnaires by survey and general verbal interview with small discussions in the villages.
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POPULATION The population is Rural Market and majorly consists of RMP, Teachers, Postman, Businessman, Government Employees, Dairy Co-operatives associates and farmers. Their education and income level can be easily compared with the urban slums and semi-urban class of people who already own a Pureit near Hyderabad by SKS Finance. SAMPLE SIZE A sample size of 75 respondents has been taken in totality from the 17 different villages. PROJECT FLOW AND DESCRIPTION After the completion of the first project and the outcomes gained form it, helped me to move towards the untapped rural market. The results of part A were useful for me to make an idea about the rural perception as the people I surveyed were from semi urban and urban slums near Hyderabad, but who are already using Pureit. Some things common between them and the people in villages may be the income level, level of education, water awareness and awareness about the product. So in order to find out these perceptions I proceeded and I again formulated another questionnaire, this time keeping in mind about the low education level of people in villages. I formulated my questionnaire and then got it verified by my company and faculty guide with appropriate changes, meeting the criterion as expected by the company. Then after the first visit to the village I felt the need of a Telugu Questionnaire, so I got translated the questionnaire in Telugu with the help of a translator at a DTP center. This new edited Telugu questionnaire was used then in all the villages across AP by all the interns. Then my journey to the real India started and I surveyed about 75 respondents covering 17 villages in 2 mandals namely, Chinnakodoor and Mirdoddi, near Siddipet town. The villages were in a radius of 10 to 20 Km. from Siddipet. In order to conduct my survey I used the local language Telugu questionnaire which was very useful. After collecting the data I again took use of tools like excel and SPSS to find out some more useful information to help the company for future. The analysis of the data is as follows:
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ANLYSIS OF PROJECT 2:Q. 2 Gender

Table 17
Frequency Valid Male Female Total 71 4 75
Percent 94.7 5.3 100.0
The majority of the respondents are Males with a count of 71 out of a sample size of 75. This shows that still in the Indian Rural villages men are preferred over women to work and study. The major reason may vary according to the region also.
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Q. 7
Table 18
Healthy life is possible if
Frequency Valid Good Food Safe Drinking Water Habits Total 17 46 12 75
Percent 22.7 61.3 16.0 100.0
Valid Percent 22.7 61.3 16.0 100.0
According to the majority of respondents Safe Drinking Water is must for healthy life. Good food and Habits also play a vital role but people choose Safe Drinking Water over them, which clearly depicts that they are aware that they should drink safe water but not educated about how to make water pure and to drink. Some respondents even replied stating, Water is Life and there can be no life without water.
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Q. 8
Importance of Safe Drinking Water for you is
Table 19
Frequency Valid Very Important Important Total 70 5 75
Percent 93.3 6.7 100.0
According to the majority respondents Safe Drinking Water is Very Important for them and so a total 70 out of the whole population have marked it as their preference. People in villages give water its supreme place and think that water is the main constituent of Human Body. This question tells the company that even rural people perceive Safe Drinking water to be of utmost importance but are not educated about the means to do so.
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Q. 9
Table 20
Awareness of Safe Drinking Water
Frequency Valid Very Important Important Total 72 3 75
Percent 96.0 4.0 100.0
Majority of the respondents are aware about safe drinking water by giving their opinion and selecting it to be Very Important. As my major respondents were RMP, Teachers, Postman and other educated class of people so they are aware about the necessity of Safe Drinking Water.
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Q. 10
Do you think the current available water is safe to drink
Frequency Valid Yes No Total Table 21 57 18 75
Percent 76.0 24.0 100.0
Majority of the respondents have chosen YES when asked, Do you think the current available water is Safe to Drink. It was quite shocking for me as people were not using any water purifier and even not boiling the water before using it. The majority of villages near Siddipet have a small water purifier plant set up in the out skirts of the village, and this private water provider supplies canned water of 20 Lt. on a very reasonable rate. Although rates vary from village to village, starting from Rs. 5 per barrel of 20 Lt. to Rs. 15, this is the maximum. Even in 3-5 villages there is a separate purified water supply by a pipeline from Siddipet, similar to the municipal water supply. People in these villages get water directly from the water purifying plant through the pipe lines and store it in a huge water reservoir or a water tank made in the center of the village. Majority people in these villages either use canned water or PUREIT. So after knowing this we can conclude that people find their current water to be safe.
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Q. 11
What are the water borne disease you know
Frequency Valid 1 1,2 1,2,3 1,2,3,4 2 Total Table 22 9 12 10 30 14 75
Percent 12.0 16.0 13.3 40.0 18.7 100.0
Valid Percent 12.0 16.0 13.3 40.0 18.7 100.0
Cumulative Percent 12.0 28.0 41.3 81.3 100.0
People in these 17 villages are aware about the water borne diseases. Majority of them are known to all the four very common water borne diseases i.e. Cholera, Typhoid, Diarrhea and Jaundice. The rest are aware about one or two of them and few know about three diseases which are prevalent in India and especially in those areas.
W a a eth w te b rn d e s y uk o ht r e a r o e is a e o n w
3 0
2 5
Frequency
2 0
1 5
1 0
0 1 1 ,2 1 ,3 ,2 1 ,3 ,2 ,4 2
W a a eth w te b r ed e s y uk o ht r e a r o n is a e o n w
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Q. 12
Are you Aware about any water purifier
Table 23
Percent 86.7 13.3 100.0
As per the results we can easily make out that 65 out of the sample size of 75 respondents are aware about a Water Purifier. Majorly people are aware about Pureit, Aquaguard and Kent RO. Even some respondents consider a water purifier as a RO only. This is a good sign for the company as awareness about Pureit is already there amongst them, now the company has to only convert it into sales by motivating them to drink Safe Drinking Water. This goal can be achieved by organizing small awareness campaigns in the villages with the help of the Sarpanch and the RMP doctors. Although I have tried to get permission in some of the villages and even 3 RMP doctors have shown enthusiasm to make people aware about Drinking Safe water. So the company should be very aggressive in responding to the current need of the hour in order to accelerate its sale in the rural.
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Q. 14
Table 24
What is your current method you adopt for Water Purification
Frequency Valid Boil the water Use a water purifier Use canned water Consume the tap water directly Total 75 8 4 40 23
Percent 10.7 5.3 53.3 30.7
Valid Percent 10.7 5.3 53.3 30.7
Cumulative Percent 10.7 16.0 69.3 100.0
100.0
100.0
The data clearly depicts that the majority of people use canned water for drinking daily. As mentioned earlier also that there is excessive supply of canned water at a very reasonable price of Rs. 5, 10 and 15 in different villages. This low cost is because of the different small water purifying plants set up in the outskirts of a group of small villages. The next highest response of people is that they consume tap water directly. So this is the segment which is yet to be tapped and made aware about Safe Drinking water and they are the one who will be easy to convert into sales for Pureit. The large chunks of people who are already using canned water are pretty satisfied with it and also promote it to others. This is an alarm for the company to propagate the product in the villages as soon as possible.
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Q. 15
Table 25
Are you aware about Pureit
Percent 81.3 18.7 100.0
This question adds value to the promotions of the company as the majorities of people are aware about Pureit and know its use, but still dont use it. The reason may vary from person to person but still the company should be active with more attractive schemes in order to pull the customers towards the product. The company should adopt Pull Strategy which will not only increase the sales but also spread more awareness in the villages at a lower cost.
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Q. 16
Table 26
How did you know about Pureit
Frequency Valid T.V. Friends & Relatives Doctor Others Total 58 11 4 2 75
Percent 77.3 14.7 5.3 2.7 100.0
Valid Percent 77.3 14.7 5.3 2.7 100.0
Television is the major factor of making people aware in the villages at a very low cost about Pureit. Majority people have stated that they are aware about Pureit by Television and then the next factor of spreading awareness about the product is Friends and Relatives. The company should not stop its audio/visual advertisements on the television as it has made the people in the villages aware about the existence of the product. Now the company should try and develop more attractive advertisements which can impart awareness about the problems with unsafe drinking water and how to remove them by using Pureit.
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Q. 17
Would you like to promote the Safe Drinking water concept with PUREIT
Table 27
Percent 88.0 12.0 100.0
Majority respondents have accepted to promote the Safe drinking water concept with Pureit and have shown enthusiasm in order to spread this information amongst the masses.
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Q. 23
Would you like to purchase a Pureit for your family
Table 28
Percent 98.7 1.3 100.0
74 respondents have agreed to buy a Pureit for their family. Till now after doing the survey and the efforts made by Mr. Anand and me, we could convert 5 into sales, so we still have the prospective buyers. The company should either attract the prospective buyers with customized schemes or attractive offers in order to convert the interested people into sales.
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Q. 25
Table 29
Monthly Income (in Rs.)
The majority of the respondents are in the income group ranging from Rs.6000 9000, which is a
Frequency Valid 2000-5000 6000-9000 10000-15000 15000 and More Total 24 29 18 4 75
Percent 32.0 38.7 24.0 5.3 100.0
Valid Percent 32.0 38.7 24.0 5.3 100.0
good sign for the company. This is the monthly salary which people earn in the villages. This depicts that the Pureit Compact of Rs.1000 will be easily sold in the villages rather than of Rs.2000. This also gives an idea that the income level of the people in villages and in the semiurban and urban slums is almost same. As taking in consideration the previous research in Part A, I concluded that the people have almost same income group and will buy the product readily if sold by lucrative offers and schemes. As , in the semi-urban SKS Finance played a vital role so in the villages also the company should look forward to the SHG(Self Help Groups), which can buy Pureit in bulk and then sell to the masses on a installment basis. For this, although the company is offering a commission of Rs.230 per sale but should also satisfy their other requirements of free home delivery and a proper timely maintenance check and supply of the GKK.
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What is your current method you adopt for Water Purification * would you like to purchase a pureit for your family Cross tabulation Would you like to purchase a Pureit for your family Yes What is your current method you adopt for Water Purification Boil the water Use a water purifier Use canned water Consume the tap water directly Total 7 4 40 23 74 No 1 0 0 0 1 Total 8 4 40 23 75
This is an important conclusion for the company. Majority of people in these villages use canned water because of the readily availability at a very lower price and without any fixed investment. The private water purifier suppliers have set up their purifying plant near a group of villages and supply the purified canned water to people at a cost starting from Rs. 5, 10, 15 and 20 in some villages. They charge a price of Rs.5 if the person directly picks up the canned water from their plant and then the rates increase as per the distance of the village. According to the data and this analysis we can easily make out that the number of people using canned water is the most but still when asked about whether they are interested in using Pureit, their reply was YES and in fact the majority of people were who are using canned water currently. This information may be used by the company for planning some strategy and formulating some differentiating edge over the canned water.
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Part C Proposed District Model and other Promotional Strategies

After completing both parts and their respective surveys we can now come to some useful conclusions which will help Pureit to accelerate its sale in the untapped and very fresh market, i.e. Rural Market. HUL indulges in Direct Marketing promotions in the rural market for Pureit like door to door selling etc. It also promotes itself indirectly by tying up with various associations like, NGOs, Teachers associations, Velugu, Co-Options, Dairy Associates, RMP Doctors etc. and influencing the opinion leaders in the villages, semi-urban and urban slums. The population of each village is segregated in four strata according to the economic status of the villagers R1, R2, R3 and R4, where R1 is the rich class, R2 is the well off, R3 is the poor class and R4 is the very poor section, according to the data collected by the organization. The sales team of Pureit targets at R1 and R2 customers in the villages through the various camps conducted by these associations. Some of the current tie up and in process tie-ups of HUL with different organization are as follows:a) VISION SPRING:
It is an US based NGO which work for the poor. It conducts eye check-up campaigns for free of cost in villages. It then helps the poor and the Bottom of the Pyramid with access to good spectacles on a low cost, starting from Rs. 150. For this they go in a village meet the Sarpanch and seek permission for the camp. Next day one associate by them visits door to door to make people aware in the village about the camp, its date, time and venue. The associate also notes down the name, contact no. and other necessary information at the same time. In this HUL also sends one of their employees with the Vision Spring Associate in the village at the same time. The task of the HUL Associate is to note down the primary information of the R1 and R2 customers by the door to door visit. HUL then educates all the people by a dry demo at the time of the eye check up camp. I have also been a part of this campaign in the village named Bobbligum in Shadnagar
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district. After analyzing it in 2 other villages I recommended my company guide about the changes to make it livelier. I suggested firstly, converting the dry demo into Wet Demo or Live Demo which will build more trust amongst the people for the product and moreover will be easy to understand. By doing this we could solve two purposes, first the people could see by their eyes and build trust for the product, and second we could show them the impurities and the dirt in the normal water which they consume daily. We also tried putting in Thums Up and turmeric in it and the result as expected was plain pure water, without odor and colour. Second, use of banners, flex and other promotional material and to show a video in Telugu about water awareness and the product features will attract the villagers and leave the imprint of the images shown.
b) VELUGU:
Velugu which means Light in Telugu is the project introduced by Andhra Pradesh Rural Development Agency for the development of poorest of the poor. It is intended to encourage their inherited skills and strengthen their livelihoods by all means. This project will provide data to HUL regarding the economic status of villagers which further helps the company in identifying its potential customers. The tie-up is still under process as it is a government initiative, so Political and Socio-Cultural factors are involved in it for it to be finalized.
c) CoOPTIONS MODEL:
In 1999, Yadavalli and his partners C Sridhar and US Raghav founded CoOptions. The main reason to start this company was to change the fundamental issue and shift the informal credit lending to formal lending. CoOptions is a software which will integrate the co-operative and commercial banks with the farmers and will help to change a formal lending structure, thus achieving financial inclusion through cooperatives. With the help of the government of A.P, Co-Options aims at computerizing Primary Agricultural Cooperative Society and also introducing several financial services from
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Banks, Insurance companies and Procurement agencies. It stated its operation in 1,230 out of 2,750 primary agricultural societies across AP, CoOptions has moved 4.5 million out of a crore farmers to the formal lending structure. HUL plans to partner Co-options in promoting Pureit by making use of its large database and attracting and influencing the farmers by special loan schemes. This is also under process.
d) TEACHERS ASSOCIATIONS:
The Company in this model educates the teachers about the product and influences them to further propagate about the product amongst the villagers. For the success of this I tried meeting the teachers in villages in last phase of my project and made them aware about the product and the necessity of Safe Drinking Water by showing a video in their mother tongue i.e. Telugu, as provided by the company. I also asked the teachers to organize camps in their schools during their School Annual functions, board examinations and any major event conducted. Although I could not work more on this because of the summer break in the schools but could gather informative and useful information for the company.
e) POSTMAN MODEL:
The Company ties up with postmen and ask them to give information about the R1 and R2 customers. The postmen too sometimes educate households about the product and in turn convert them in a sale. The work of the post man is very tire some and needs a lot of efforts, so for this the company has a commission on every sale of Pureit of about Rs.230. In order to accomplish this tie up Mr. Anand and I met a lot of postmasters in major villages and made them aware about the product and need of Safe Drinking water. The major reason of a lesser sale could be that there is only one
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postman for 3-4 villages, which means he has to cover a lot of area in a single day, thus leaving very less time with him to explain the product or selling it. So it will be better if the postmaster is convinced to promote Pureit from the Branch Post office directly but this also requires proper permission.
f) Dairy Tie- Ups:The company can get tie ups with regional dairies like Jersey Dairy, Priya Dairy, Heritage Dairy etc. These associations can be very useful for long term as these dairy associates have a very strong bond with the villagers as they purchase raw milk from them and they also help them to provide loans for specific needs. HUL can tie up with dairy and grant them a commission of Rs.230 per sale and the dairy personnel can sell it to villagers keeping some profit for him on a monthly installment basis.
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DISTRICT MODEL:
This model aims at trying out all the models above in one particular district by going block-byblock. I have visited 17 villages covering 2 Mandals with a sample size of 75 respondents, in order to propose a suitable district model to the company. It included RMP, Postman, Teachers, Businessmen, NGOs, SHG and other government employees who act as an opinion leader. My whole project was being divided into 2 major sub parts with an aim to expand sales of the product in rural areas of Andhra Pradesh through various promotional strategies.
The appropriate model and specific roles of people according to me for the District Model are as follows:
a) Doctor: - In villages we have either RMP (Rural Medical Practitioner) or a PMP (Private
Medical Practitioner), who are the key opinion leaders in the villages. Still till date the respect and the status of a doctor in villages is same as before, as, people treat them as GOD because they take the responsibility to save lives. According to me the role of the doctor or a RMP/PMP is vital in making people aware and educating them about the need and importance of Safe Drinking Water. Their role is to treat the patient with his illness and then brief the patients about the product in 2-5 min. using the easy to understand Flip Chart written in Telugu. The visual description in the flip chart will enable a doctor to save time in explaining about Water and Pureit with lesser efforts in a more effective manner. The doctor will then persuade people to buy and convert the perspective buyers into sales. The doctor will be in constant touch with the Team Leader of that area and if any sale made will ask the team leader to dispatch the product for a live demo at the home of the buyer. For doing this simple and easy task the doctor will achieve mental satisfaction by spreading awareness about water borne diseases and by being a part of the Protecting Lives Mission, started by HUL. He will also be awarded a commission of Rs.230 per sale, thus motivating him to earn more. Another suggestion
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according to me would be to put up a bigger notice board or a flex of Pureit and how it prevents water borne diseases written in Telugu (regional language). This can be put up on the wall outside the clinic of every doctor in every village with the name of the Doctor on it. To motivate doctors more, the company can also present some very cost-effective gifts like a Transparent Water Jar or a Water Bottle with Pureit written in English and Telugu on it.
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b) Teacher: - Teachers are the key to ignite novel minds and show them the correct direction.
So for District Model, the role of a teacher will be to educate the students about water borne diseases. The teacher will also be responsible for organizing some water check up camps and will enable HUL to put in a Canopy or show a Wet Demo in school premises at some major functions of the school. The teacher will also contribute to sales and will also earn the same amount of commission of Rs.230 per sale. HUL can also sponsor some of the major school events in big villages, where a huge gathering is expected. In order to increase visibility of the product and even to motivate teachers at the same time the company can gift Pens with Pureit written in Telugu on it which will be used by them all the time. Even another more economical option can be to distribute free Pencils in school to children with name of the company and product on it in the regional language. This will not only motivate the students to know more about it but also will be seen by the members of the family when the child returns home.
c) Postman: - The work of a postman is not only to distribute letters to the respective homes
but also to act as an opinion leader in a village. The villagers depend on their suggestions for taking important decisions. The services of a postman can be utilized in the same manner as of a teacher and a doctor. A postman may also be of importance to the company in order to spread any specific information to the selected homes. The company can also ask a postman to give primary data of the major R1 and R2 customers. In villages there is one postman common for 3-4 villages, thus leaving with lesser time for him to explain
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about the product. One Postman can be vital in providing information about 3-4 villages alone. In order to motivate Postmen and do social good, named CSR, the company may give every postman one CAP with Pureit written in Telugu and English on it. This will solve two purposes:
i) First, motivate the person to work as he will receive one CAP as a free gift from the
company which will save him from the scorching heat of sun.
ii) Second, when the postman will wear the cap with Pureit written on it, he will
automatically promote it and also spread awareness about the product. This will be a very low cost advertisement for the company locally and door to door thus, very impactful.
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d) SHG: - Self Help Groups or the SHG are another important groups present in all the
villages. A SHG is a group of 10-15 ladies in a village and there are around 10-15 SHG groups in the same village, so in total around 200 ladies are part of the SHG in a single village. The main task of these groups is to lend loan to the members whenever needed. The need may vary from person to person, like some take a loan for their childs marriage, some for buying medicines, some for expanding their business etc. The SHG works on a simple model. In one SHG all the members pool in the same amount of money and then that money is transferred to a common bank account. The bank then offers loans to any individual whenever asked for on a lower interest rate with easy access. I tried to get in touch with some of the opinion leaders of similar groups and introduced the product, need of safe drinking water and benefits they could gain out of it. I even tried to convince one group to buy Pureit in bulk of 40 or 50 at the same time which would cost them around Rs.1770 (Rs.230 Discount) per piece and then sell on monthly installments to the villagers. They can charge a rate higher rate than purchased, thus giving them profit without any hassles. I also told them that in order to describe about the product the company can send one official once in the village and make them aware about the important parts of the product and issues related to its maintenance. These SHG groups are easy to access and can be used by the company in a very affirmative way to increase the sales. The company can distribute or give yearly Calendar in Telugu with all the major holidays and photos related to Pureit and use of impure water in it. A SHG Group Cashier
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So according to me the company should focus on building a TEAM of a doctor, a postman, a teacher and one impactful personality of the village (which may vary from village to village) so as to reap more benefits at a faster rate. The individual efforts of all these opinion leaders in the same village may also give rise to unhealthy competition, which can be harmful for the upbeat image of the company. So in order to prevent this, idea of formation of a Team would suffice the objective.
Suggestions
Some Promotional Strategies according to me to accelerate the Sales are:-
Water Purifier is in the Introduction Stage of product life cycle, which is why HUL is concentrating more on spreading awareness about water borne diseases and educating about the product features.
These are some of the suggestions from my learning gained from rural markets, perception of rural people, their way of trusting things and their purchasing behaviour. I after visiting about 17 villages in Rural and 3 major urban slum areas suggest these strategies which may be useful for the company. A Rural Event can be can be planned by the company with an objective to promote awareness and product benefits and make people aware about the major water borne diseases and how to prevent from them. Scope of the objective will also include spreading awareness about major ways which people adopt to purify water such as, boiling the water, use of chlorine tablets, use of a pitcher, filtering water with some handy filters available in the market , use of canned water and lastly highlighting the advantages and disadvantages of all methods and using a Pureit. The activities are:-
1) Nukkad Natak Village Activity

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A Nukkad Natak can be very impactful using audio/video help with a live performance of people performing in the major market area in evening. The language has to be in Telugu if done in any part of A.P. The activity may be conducted in three phases:1) Pre Activity Phase: - This includes spreading awareness about Nukkad Natak to be held on the specified place with proper date and time by using either a pamphlets or a local rickshaw radio/van radio. This is done to make masses aware about it so that turn up is very high. For spreading this awareness the Postman can be a vital player as he can promote it in a better way for the company.
2) Activity Phase: - This is the time when activity will be held after awareness is being spread. This will include the whole activity day with all arrangements done and completion of a successful activity by taking feedback and noting down the details of the interested and prospective buyers. A Wet Demo or a Live Demo of the product by using Thums Up and Turmeric water will add more vigor to the activity. The methods of maintaining the product should be conveyed by the same.
3) Post Activity Phase: - This will include the post activity work like getting back to the prospective buyers personally and delivering the product to people who have booked it on the day of activity by paying a nominal fee of Rs.100 (may be decided by the company).
The Activity:As described above the activity will have three phases so now I suggest what can be done in the phase 2. The activity is simply a Nukkad Natak which will be enacted by local artists involving local RMP/PMP doctor of that village, to give a brief about the diseases where ever needed. The doctor will enable people to build trust and a bond with the product during the activity as he will be a familiar face to them. Then the artists will portray a simple village scene with a small family consisting of a lady, 2 kids, grandmother, grandfather and the male (earner of the family). The main theme will be to cover about the current prevailing methods of purifying water and the common loop holes in doing so, the diseases occurred by using impure water and their impact on
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the health of their family, especially small children. The expenses the villagers have to bear by purchasing medicines to aid these diseases and check ups. Then, the ways by which they can prevent themselves, with a major focus on Pureit and highlighting its advantages over other methods. This will also be helpful in explaining the villagers to save their time, money and energy in a better way. On the day of the activity a canter or van will reach the venue well before time with artists in order to setup the place properly. The timing of the activity should be preferably in evening as that is the time when all villagers are absolutely free to give their full time and attention. In order to conduct such an activity permission of the Sarpanch is must. The Sarpanch of the village may also be given a chance to be a part of this play if he wills. After the successful completion of this small play of around 30 45 minutes in the evening, the volunteers with the van can get forms filled by people sitting there and note down their name and contact numbers. This process may also be done in the starting or in between the play as per company. Then in the end thanking Sarpanch, Doctor, Postman, Teacher and other impactful key people of the village would end the show.
Like this the activity van/canter will move on and cover the major villages of A.P depending upon the companys budget and readiness.
After consulting a local Event company in Hyderabad and Jaipur and from my own work experience I am able to figure out some resources to be used for the successful completion of this activity with an approximate expenditure:
Particulars
Purpose
Expenditure (Approx.)
Remarks
Artists- 7 Artists to To enact the play in a Rs.250-500 per person May vary according to play the respective professional and per day. the booking and the roles. effective manner. availability. A Narrator To narrate the whole Rs.400-600 per person May vary according to
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script in Telugu in an per day. impactful manner. Canter/Van To travel advertise. and to Rs.600-900 on rent per day basis, excluding the Fuel charges, which will be as per actual.
the booking and the availability.
Sound System To make it audible to Rs.500-1000 on rent Will be better if the (speakers, mic. all and for electricity. per day. company purchases amplifier etc.) & one speaker with a Battery Power output. amplifier. For showing some Rs.1500-2000 per day Better if company additional videos on rent. owns one set to save & related to water and the cost which can also the Product. be used in various other places. To spread awareness Rs. 0.60-Rs.80 (paisa) Depends on & collect data. per pamphlet. numbers printed. the
LCD Projector White Screen
Pamphlets & Forms
Banners, Flex and To increase the Banner- Rs. 10-25 per other promotional visibility and leave banner. material more impact. Flex- Rs. 6-Rs.15 per sq.feet.
This is just an approximate prototype of the whole activity and there may be changes according to the need of the company and the amount of the budget sanctioned.
The cost of this activity per village will be around Rs.8000 only excluding the fuel charges which will be as per actual. The food and the lodging cost may be worked out at the time of negotiation with the artists. The total cost also excludes the printing cost of pamphlets, banners and posters etc. as taking in account that the company must be having already pre fixed vendors for them. Even
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though the cost per village is Rs.8000 which may seem too high to the company but it will fetch good results eventually, as this perfectly fits into the current marketing strategy of the company for the product, which is spreading awareness about water borne diseases and the product thus, leading to sales. This is a very common strategy adopted in the 1st phase of the Product Life Cycle i.e. Introduction Phase.
The company can outsource this type of activity to any event company located in Hyderabad or may carry out this by the on role or off role staff at HUL.
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2) A School Activity
Teachers are still amongst the most respectful people in a village and also act as an Opinion Leaders.
As, the name suggests this activity will be in schools and majorly in rural schools in order to achieve a goal of spreading awareness about water to children, teachers and members of the staff. Awareness about the product will be told by the child to his family, thus this may act as a recall to his parents. Moreover the school may also promote the product and install the electric model and higher end product for it self. In this activity the main aim of the company will be only getting tie-up with teachers association and to get a free entry ticket whenever the company wants to do any other activity. This activity may also act as an entry pass into the village for conducting a Nukkad Natak if the Sarpanch refuses to give the permission initially. After this activity the teachers may talk to the Sarpanch for the permission and it can lead to next activity also. This activity can be carried out in a very simple manner. In this there is only 1 presenter required with 3-4 volunteers responsible for data collection and other setup. The presenter will address teachers, students and members of the staff by taking a brief about how much are they aware about water. Then he may take session to the next level in which he conducts an interactive session about the current situation of water in India, water borne diseases prevalent in India, especially in A.P. and then the major problems caused and their remedies. To authenticate and validate the facts spoken and to make people understand in an easy manner a video will be shown in Telugu. After a small video he may then introduce them the product, i.e. Pureit and give them a Wet Demo using Soft Drinks and adding Turmeric in the water. This demo will leave an imprint of the product on all minds and will be very impactful. The company can also distribute some Pens for teachers and one pencil to each student with the name Pureit written on it in Telugu. The Pen will remind of the product whenever they use it and
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also be visible to others and the pencil used by the child will enable the company to enter his home, solving the same purpose.
The approximate cost and the resources used for this activity are as follows:
Particulars Company Selected and Trained Presenter
Purpose To Present about all the information related to the product and water. To get the forms filled for data collection and other setup help. To travel and to advertise.
Expenditure (Approx.) Salary based Rs.3000 Rs.5000 monthly
Remarks May vary according to the company.
Volunteers
Monthly salary of Rs.20003000.
Canter/Van
Rs.600-900 on rent per day basis, excluding the Fuel charges, which will be as per actual. Rs.500-800 on rent per day.
Will be better if the company purchases or uses any available asset.
Sound System (speakers, mic. amplifier etc.)& Battery output. LCD Projector & White Screen
To make it audible to all & provide electricity. For showing some additional videos related
Will be better if the company purchases one speaker with a amplifier. Better if company owns one set to save the cost which
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Rs.1500-2000 per day on rent.
to water and the Product. Pamphlets & Forms Gifts-Pens, Pencils etc. To spread awareness & collect data To leave a recall impact whenever they use it. Rs. 0.60-Rs.80 (paisa) per pamphlet. Depends on the quantity and quality.
can also be used in various other places. Depends on the numbers printed. Company may also use any other gift.
3) Setting up a Water Purifying Plant After visiting 17 villages and getting an overview of the villages I could see one major and vital threat and a challenge to the company, it is the small and regional water purifying/filter plants. They are tapping the rural market with a very rapid speed. Some useful facts from my learning are as follows:
a) About 80% - 90% of the villages have access to the supply of canned water. b) Mostly the upper class of the villages use canned for drinking purpose c) Its readily available at a very low cost starting from Rs.5,8,10,15 and 20, depending from village to village and also according to the distance from the purifying plant. d) The cost of a small water purifying/filter plant starts from Rs.2 lakh, thus, attracting more and more private players to enter in this market. e) Till now this is also in the introduction phase and will be a major local competitor in the Rural Market to Pureit. A meeting in a village to install Water Purifying Plant
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In order to upbeat this competition HUL should adopt a very different and a very successful model of setting up of Water Purifying Plants in the villages. Just to quote a live example, there was one village which had a meeting with all the people and the bank members in order to get a loan sanctioned to establish a water purifying plant for their village. Although this is an idea which does not comes under the current product line of the company but still will be most fruitful according to me.
I propose 2 models to upbeat the local private competition and to establish a hold in the Rural.
1) BOT- Build Operate and Transfer:-
This is a very common method which is usually provided by the state government. In this method HUL can build their own water purifying plant then operate it for around 30 years and then transfer it to the government. In doing so the company may receive subsidies from the government which will fetch quick returns and thus increasing the return on investment. In this model the company will be installing a water purifying plant and then may charge each home a monthly rental of Rs.40 or 50, depending on the costing of the project. According to my survey and the data collected, on an average there area about 500 homes in one village. Even if half the villagers subscribe this connection, which is the worst case, then also the company should be in the positive state to regain the investment and earn profits quickly. Under this model the company will receive more revenue with less cost and less hassles as compared to the sale of the GKK to its customers; moreover it will also satisfy the current need of people to drink pure and safe water.
2) Build and Retain: -
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In this model HUL may build the water purifying plant and operate it. The major things will remain the same as of the water supply by a pipe line directly to homes, giving delight to the people of the village, monthly rental from each home, maintenance cost etc. This model gives fixed monthly revenue to the company and can be used across India, moreover according to my survey the village panchayts, Sarpanch and the villagers are willing to get a water purifying plant installed in their village.
This can be a very novel and innovative Distribution Channel for the villages with very less competition because of the brand name of the company. A small water purifying plant may look like this:-
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Another very useful analysis from my visit to the villages and the survey being conducted individually to all the key people helped me to chalk out the key players and Highly Energized Individuals, whose tie up can be very constructive for the company. The table below gives the primary information about these people. This is purely on the basis of my intake from their respective interview and the talk we shared about the company and their willingness to be a part of Protecting Lives Mission by HUL. High Energy Level Individuals & Major Opinion Leaders
S.No.
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22
Name of the Village

Sirsanagandla Sirsanagandla Sirsanagandla Gurralagondhi Jakkapoor Vitlapur Vitlapur Gangapur Alwal Alwal Peddachipyal Peddakodoor Ramunipatla Ibrahimnagar Ibrahimnagar Mandapally Gonepally Gonepally Gonepally Mallupally Chinnakodoor Chinnakodoor
Name
N. Ramanujam Ch. Bal Kishan Dr. N.B. Haskar Suresh Dr. Prasad Venkatesham V. Balaya L. Raji Reddy D. Venkat Ramana V. Yadaya Ram Chandram Dr. Mergu Srinivas Anantharam Venkatesh P. Siddiah T. Buchaiah G. Shankar P. Narsimaha A. Krishamurthy S. Mallesharm A. Satyanarayana Babu Shrinivaas Reddy
Profession
Branch Postmaster Govt. Teacher RMP Student RMP Shop, Business RMP RMP Teacher Private RMP RMP RMP Branch Post Master GDSMC, PostMan Postmaster Branch Post Master PMP Post Master B.A. Bed., Teacher RMP RMP Teacher
Contact No.
9989867127 9963805025 9989066931 9010684370 9959525869 08457-351141 9398311728 9573912172 9441368545 9849258574 9866649998 9490129128 9866648511, 9493935007 9908813487 9963568221 9000576772 9959367087 9949883058 7893476638 9652640068 9912661818 9959056379
A partnership with them may be very fruitful to the company in long run. These people are just selected by me on the basis of enthusiasm they have shown towards the product and the company. They possess a higher level of energy to support the Protecting Lives Mission by HUL than
Page | 110
others, and to accelerate the sale of the product in their village. These individuals are selected irrespective of their profession and department they work in.
Some other suggestions which may be useful for the future sale of Pureit are:1) To advertise the product, HUL may put up their banners or advertisement on the Railway Station as their competitor Zero-B is doing by sponsoring the water selling Kiosks at the Kacheguda Railway Station. 2) A very customized and local advertisement of the company can be by getting the Hand-pumps or the village Water Tank painted with simply the logo of HUL. This will be seen by all the villagers daily in their village, thus giving a recall everyday all the time. The logo of the company on the main water tank may be seen from other villages as well, thus giving more visibility to masses at the same cost.
2) Another way to get a hold in the villages is to build or sponsor a water tank for common usage of the villagers. There is a need of more water tanks to be built in the villages so as to store more water in order to meet the increasing demand of water day by day. A sample picture of a water tank which may be built at a low cost to enter the village is:-
Page | 111
As a part of MBA curriculum I got tremendous experience from my college, but this dissertation increased my knowledge not only about direct sales marketing as well as the whole concept of Marketing. Before starting this project I was unaware of the practical complexity with the direct sales channels, promotions and the strategies to enter the Rural Market but, after this work now I observe that it is very important thing for marketer to go to the roots and make the maximum use of the limited resources. The recommendations and suggestions from the learning may be beneficial for HUL in order to tap the untapped rural market and accelerate its future sales.
LIMITATIONS OF THE STUDY
Language was the biggest hurdle in getting the questionnaires filled. While running the factor analysis, I found that the factors were too less to be analyzed so I ignored it. Sample Size is just 310. Observation Errors. Some of the data is kept confidential which cannot be used in the report. Such data is used for self understanding purpose which has helped in getting a clear picture of the sectors. If the inferences are implemented, there might be some cost associated with it. The conclusion is based on self predictions and inferences. This is what is reflected from the analysis. So it may not stand true in the real world scenario few years down the lane.
Analysis will be done on the basis of data collected through primary and secondary resources. So accuracy of data is not independently verifiable. Macro level study could not be done due to time constraint.
Page | 112
REFERENCE:
http://www.pureitwater.com/IN/ http://www.hul.co.in/brands/Water/index.aspx http://www.who.int/quantifying_ehimpacts/publications/saferwater/en/index.html http://www.waterfilterretailer.com/vortex-plus/vortex-articles.htm http://web.mit.edu/watsan/Docs/Student%20Theses/Global/Thesis%20FINAL%20Mehul %20Jain%2012-31-09.pdf http://www.expert2business.com/itson/IndianFirmsShiftFocustothePoorWSJ.com.pdf http://waterpurifiers.in/the-water-purifier-market-in-india-today.html http://www.researchintouse.com/nrk/RIUinfo/outputs/R7187_b.pdf#page=104 http://pubs.iied.org/pdfs/6048IIED.pdf http://www.pdfdocspace.com/docs/57472/pr-log---india-water-purifier-market-forecastund-opportunities-2014pdf.html http://waterpurifiers.in/do-you-need-a-water-purifier.html http://www.pdfdocspace.com/docs/57472/pr-log---india-water-purifier-market-forecastund-opportunities-2014pdf.html http://www.bharatbook.com/detail.asp?id=152330&rt=India-Water-Purifier-MarketOutlook-2014.html http://www.westgodavari.org:8080/pip/aboutpip.html#int_velugu http://articles.economictimes.indiatimes.com/2011-04-19/news/29447309_1_commercialbanks-core-banking-system-farmers http://www.google.co.in/url?sa=t&source=web&cd=1&ved=0CCcQFjAA&url=http%3A %2F%2Fwww.cooptionscorp.com %2F&ei=UDzQTevmC8ymrAfWidXCCg&usg=AFQjCNHwhnSrxppGJlg4Dl1u1v1kqavJ NA&sig2=Sgw5S3bL70R2EEKoihX-Yw
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FINAL PROJECT REPORT (SIP)

RURAL MARKETING WITH

Date of Submission: May 13th, 2011

15th February, 201123rd February, 2011

24th February, 20119th March, 2011

1st April, 2011 11th April, 2011

13th April, 2011 18th April, 2011

Avoids all contamination with last point purification. Low Maintenance.

Chapter 2 Introduction to HUL

care brands has a diverse portfolio of brands offering home

care solutions for millions of consumers across India.

MARKETS HARE OF FMCG COMP ANIESIN INDIA

OTHERS 19% DABUR 4% BRITANNIA 6% NESTLE 8% ITC 29%

Figure 1: Market share of FMCG

PROF OFL T 10 YEAR IT AS

Figure 2: Profit of last 10 years

S alesg rowth of last 10 years

Figure 3: Sales growth of last 10 years

C) To Influence: Low category penetration, consumption.

C) Awareness: Per capita consumption in Unilever categories is 33% of urban level.

Chapter 3 ABOUT THE PRODUCT

(polyester cloth filter)

Eureka Forbes Ltd. Aquaguard Kent

Philips Ken star Tata Swatch

PENETRATION OF WATER PURIFIER IN INDIAN MARKET

Challenges Lack of Standards Lack of awareness

Chapter 4 RURAL MARKETING

Enter rural Indian market for long-term opportunity and growth

Personally reach customers in their homes

Hindustan Unilever Benefits

TACTICS Microentrepreneurs act as brand ambassadors, promoting Standard of living improvements

Modern trade Organized retail Self- service stores

HULs approach to Rural Distribution ENTRY INTO THE RURAL MARKET

Turnover per Market

water Great sensorial- Clear, odour-free water: removes organics,

How a Pureit is better than other method of water purifier:-

Pureit Boil water Advance UV inline Purifier

Advance Storage Purifier

Remove/Kills Viruses Bacteria Pesticides

Must boil water 30-40minute

Yes Yes Yes

Yes Yes Yes Yes

Yes Yes Yes No

Scope of the Study

Study and analysis of the customer satisfaction levels.

PROJECT 1:Objectives of the Study

EXISTING CUSTOMER PERCEPTION TOWARDS SAFE DRINKING WATER WITH PUREIT

When did you buy pureit for the first time

Are you awar e of GKK (Ger m Kill Kit)

Suggest ions that would help make PUREI Ta better product

Numb ers of memb ers in the family

O c c u p at io n of th e m ai n e ar n er of th e fa m il y 3 1 0 0 Hou sehold Inco me (Mo nthl y) 310 0

When did you buy Pureit for the first time?

Percent 12.6 74.2 13.2 100.0

Valid Percent 12.6 74.2 13.2 100.0

Cumulative Percent 12.6 86.8 100.0

0 B foe1y a e r er B foe2y as e r er B foe3y as e r er

Are you aware of GKK (Germ Kill Kit)?

Frequency Valid Yes No Total 301 9 310

Percent 97.1 2.9 100.0

Valid Percent 97.1 2.9 100.0

Cumulative Percent 97.1 100.0

A y ua a o G K(G rmK gK re o w re f K e illin it)