1. What was so compelling for HUL to develop a product like Pure-it? What factors accounted for its success?

Why water purifiers like pureit?

1. Nascent market, unexplored and ready to be taken.

2. High level of contaminations like fluoride and arsenic

3. 24 hour electricity wasn’t available.

Factors accounted in its success

4. cold calling method of sales

5. No constraints like electricity and pressurized tap water

6. End of life indicators with auto shutoff feature.

2. Explain the product portfolio of Pure-it? How would you explain the rationale for current offerings of the company?

Pure-it portfolio:

1. Classic – priced at $44, dominated for 2 years.

2. Auto-fill – priced at $70 with auto filling feature.

3. Compact – priced at $22, cheapest product in its segment.

4. Marvella – Priced at $150, an automated water purifier.

3. What was so special about the Water Team that enabled the success of the project?

They followed the philosophy that protecting lives can make a big difference.

The masterstroke was to collaborate with bureau of Indian standars in terms of minimum water quality.

4.How would you interpret the consumer behaviour?

At first they were reluctant to abolish their traditional method of boiling to purify the water but with HUL’s awareness campaigns they slowly adapted the new and more efficient methods and devices.

5. Explain the competitive scenario in the product segment?

                 The market is highly competitive in the retail sector. The war is all about profit margins. While HUL gives a margin of 8%, EFL gives 14% and some other competitors also give about 16%.

The method of cold calling or the DTH service has been the major way of establishing connections with consumers as well as penetrating the rural market.