Business Strategy of PUREIT

 

Business Strategy Strategy of “Pure it it””  Presented by Anurag Bihani

 

Company Profile •

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HUL is India’ India’ss largest fast moving consumer goods owned by a European company Unilever which holds approx (52%) in the HUL. In India it came in the year 1956. The Company has over 16,000 employees and has an annual turnover of around Rs.19, 401 Crores (financial year 2010 2011). They have more than 40 brands spanning 20 distinct categories such as soaps, detergents, shampoos, skin care, toothpastes, deodorants, cosmetics, tea, coffee, coffee, packaged foods, ice cream, and water purifiers.

 

Vision of HUL •

The four pillars of companies vision set out the long term direction for the company which are:1) We work to create a better future every day 2) We help people feel good, look good and get more out of life with brands and services that are good for them and good for others. 3) We will inspire people to take small everyday actions that can add up to a big difference for the world. 4) We will develop new ways of doing business with the aim of doubling the size of our company while reducing our environmental impact.

 

Major Brands •

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Lux Lifebuoy Surf Excel, Rin, Rin,Wheel Wheel  Fair & Lovely, Pond’s, Vaseline, Lakmé, Dove Clinic Plus, Sunsilk Pepsodent, Closeup Axe, Brooke Bond, Bru, Knorr Knorr,, Ki Kissan, ssan, Kwality Wall’s

Pureit.

 

About Pureit •

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PUREIT is a water purifier made by Hindustan Unilever.

It provides complete protection from all water-borne wat er-borne d diseases, iseases, unmatched convenience and affordability. It is as safe as boiled water. It gives you 100% pure water which will protect you from all the wat water-born er-born disease.

 

Mechanism of PUREIT •

PUREIT consists of four parts that purify the t he water in four stages:1) 'microfibre mesh‘ which see dirt in the wa water ter   2) 'compact carbon trap‘ it remove pesticides from water  water  3) 'germkill processor' it remove bacteria and germs 4) 'polisher‘ improve ttaste aste and clarity of the water and removes the residual form of chlorine from water.

 

Competitors of PUREIT •

Eureka Forbes (Aqua Sure)

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Tata (Swatch)

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Usha Brita (water guard SF 620T) Usha Brita (Water Guard)

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Usha Brita (Max SF)

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Eureka Eurek a Forbes (Aqua Guard Classic)

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Marketing strategy of PUREIT •

As their USP is Fully automated and no electricity.

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They use “na koi jhanjat ”.  lage gas..na lage bijli aur na hi •

They also emphasis on price on TVC adds “Rs 1600”.

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They also provide “free home demo”.  demo”.  They took housewives from middleclass and lower class families.

 

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The pictuarisation was blue when they th ey launched it because this is a symbol of pure water. This strategy they called “PUREIT one crore challenge”.   challenge”. This strategy was a grand success and made people peopl e use use PUREIT PUREIT..