Sales and Distribution System of Pureit Water Filters

Introduction

• The domestic water purifier appliances market is estimated to be Rs 1200 Crore.

• Category is not growing very fast because of the high cost of the product.

Industry Profile

• Earlier known as Hindustan Lever Limited • Was formed in 1933 as Lever Brothers India

Limited.• Headquartered in Mumbai,• HUL is the market leader in Indian products such as tea, soaps, detergents etc.• The company’s statement of corporate purpose is to “meet the everyday needs of people, everywhere.”

Water purifier

• Pure It is the world’s most advanced in-home water purifier.

• Pure It, a breakthrough offering of Hindustan Unilever (HUL), provides complete protection from all water-borne diseases, unmatched convenience and affordability.

ASM

BDM(Direct Marketing)

8 CCTL’s

TSO(KIOSK) TSO(Doctors Clinic)

8 ZSO’s

8 PWE’s for each CCTL

8CTL’s

12 PWE’s for each ZSO

4 PWE’s for each CTL

Industry Structure

Competitors

• Hindustan Unilever Limited (HUL) of water division Pureit’s major competitors in the market are:– Eureka Forbes Limited– Philips– Whirlpool– Kent– Kenstar– Tata

Types of Products

Water Purifiers offered by HUL

PURE IT MARVELLA PURE IT AUTO-FILL

PURE IT M05 PURE IT COMPACT

Product Segmentation

• Hindustan Unilever sells different water-purifiers on the basis of classifying their utility and price affordability. The water purifiers are classified as follows:

(1)Pure it compact – Rs 1000 /-(2)Pure it M05 Model – Rs 2000 /-(3)Pure it Autofill –Rs 3200 /-(4)Pure it Marvella –Rs 6900 /-

Distribution Channel

Direct Marketing(Cold Call)

KIOSK Doctors Clinic

• These are sets of interdependent organizations involved in the process of making a product or a service available for use or consumption.

Product Services

• As per the study the product services of the Pureit water purifier is only with the battery that should be changed once in 1500-2000 liters usage. The consumers can call to the customer care and inform about their services.

• The call centers will have the consumer’s details. When the consumer bought the product then the sales force will take all their details for the future services.

• Till first year of the product the services are completely free, but after the first year to change the battery in the purifier the battery costs Rs 350- 520 depends on the battery.

Promotion

• TV advertisements• Magazines• Direct marketing• Kiosk

Motivating Sales force

• Fixed pay – Rs. 5000 • Salesperson get 100 point on selling each water

purifier• Hero of The Day (outstanding performer is rewarded

on daily basis).• Selling more than 10 water purifiers in a month, a

sales executive gets commission of Rs. 150 per water purifier

• Accumulating more than 5000 point, sales executive gets different gifts