Presented By:

 DEEP SANJANA (110016)

 GAURAV KUMAR (110020)
 NIKHIL DEEPAK (110033)
 PRAGATI PRIYA (110035)
 PRAYAG PUSHKARAM (110037)
 ROHIT KUMAR (110045)
 SIDDHANT RANJAN (110053)
 YASHWANT KUMAR SINHA (110060)
 VISION

“Our vision to provide our customer with the

best water purifier which is smart connected eco-
friendly and providing best service in quality.”

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 MISSION
“We attempt to convey precise and dependable
outcomes in the most ideal pivot time. The
opportunity from water-related issues and true
serenity for good wellbeing through our extensive
variety of human services items that convey
faultless measures of value and administration.”

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INTRODUCTION
PureFirst - Your piece of Trust
• We at PureFirst embrace the beauty of nature through our unique methodology which
involves Sand and Charcoal filtration technique before the process of Reverse Osmosis.
• Our water purification technology consists of charcoal, sand and coconut husk/shell for
purification for water and after that, we have used RO purification method accompanied
with UV and UF with added extra minerals.
• Our product body will be made of Hemp Plastic which is totally natural, eco-friendly and
biodegradable

Smart Connect Technology:

Our water purifier is inbuilt with Bluetooth, which will connect with our PureFirst app
available for Android and iOS which will synchronize data from purifier and through app
any discrepancies will be reported to our customer solution Centre and will be immediately
resolved.

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NEED FOR PRODUCT DEVELOPMENT

Water Purifier Market:

The increasing impurities in drinkable water is major concern and hence created market for water
purifier. The market report demonstrates the market dynamics such as the drivers, restraints,
and opportunities that influence the current nature and future status of this market and trends.
Water Purifier market is at growing stage. The report also highlights the competitive landscape
of the water purifier market, thereby all the major players have their presence in the market.

Deteriorating Quality of Water

Diminishing quality of water is a serious health hazard. It poses huge risks to health causing
various water-borne diseases. The declining water quality is a result of dumping untreated
sewage, chemicals, pesticides, nutrients and garbage from industries, agriculture and municipal
corporations into waterbodies. Most of the water supplied by municipal authorities in urban areas
is unsafe to drink and requires further decontamination from heavy metals, virus, cysts, bacteria
and other toxins. Thus creating an increase in demand of water purifiers and we want to grab this
opportunity.
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Concentration of water on different parameters are given below.

These data are as per American Journal of

Water Resources, 2015.

Source:
American Journal of Water Resources, 2015, Vol. 3, No. 1, 17-21 Available online at http://pubs.sciepub.com/ajwr/3/1/3 © Science and
Education Publishing DOI:10.12691/ajwr-3-1-3 6
New Product Development
We are focusing on launching well-equipped products with advanced water purification
technologies. We have done research & development activities to introduce water purifiers
equipped with reverse osmosis, ozone, ultra-violet, ultra-filtration, activated carbon, and
candle filtration technologies which is eco friendly as well smart connected. Moreover,
purifiers are installed with Bluetooth and Wi-Fi technology which will enable us to directly
gather information of the purifier. Our product PureFirst is tangible good with
accompanying services which is smart connected eco-friendly water purifier.

Rising Demand from Developing Economies

Increasing disposable income, growing industrialization, and high rate of pollution and
population growth in the developing countries boost the growth of the market. Improvement
in standard of living and growing concerns of health & wellness are expected to boost the
demand for water purifier market in future. Therefore, the water purifier market is expected
to witness rapid growth in the developing economies in future. 7
Threat to Us
Increasing Number of Unorganized Players

Several unorganized players operate in the water purifier market. They manufacture,
assemble, and sell water purifiers at competitive rates. These players primarily supply
purified water in the local markets and take benefit of the nonexistence of any certification
or quality norms.

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India Water Purifier Market
The market for water purifiers in India is expected to expand at a CAGR of 14.5% between the forecast
period 2017 - 2025.

• Over the last few decades, India has been facing significant challenge of resolving the issue regarding the
availability of safe and pure drinking water to its huge population, especially when it has only 4% of fresh
water available.
• According to the recent statistics published by the World Bank, over 75% of the communicable diseases
in India are water related. In order to address these challenges, the Indian government is investing
substantial amount in water infrastructure development and taking initiatives to raise the awareness
regarding health risks.
• The water purifiers market in India is highly consolidated. The top 4 manufacturers account for over 66%
of the overall market revenue.
• The Indian market is characterized by the presence of good mix of international and domestic brands.
• India being a price sensitive economy, manufacturers are focusing on developing low-cost variants and
improving their product reach. Thus, low cost water purifiers are making inroads in both urban and rural
markets through either conventional distribution channels or through non-government organizations.

This is expected to have positive impact on the overall market demand.

PESTEL ANALYSIS
Political Factors Economic Factors
• Political environment plays important role in • Lower cost model has high acceptance
production and sale of water purifiers. among people.
• GST has also played a role in sale of water • EMI have changed buying behavior of
purifier as rise of tax from 15% to 18% have customer for high cost product
impact on its sale.
• The Make In India campaign also created
market for water purifier for Indian
Company.

Sociocultural Factors Technology Factors

• High instances of water-related diseases • Growing e-commerce Market.
make it value adding proposition to society. • Growing Smart Connected Devices .
• Lack of awareness about importance of safe
drinking water.

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 PESTEL ANALYSIS
Environmental Factors Legal Factors
• Less water wasted in purification process. • Consumer law
• Saves energy and electricity during the process of • Health and Safety law
purification. • Employment law
• Import/Export law.
• ISI mark certification by BIS.

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COMPANY ANALYSIS
Core competence:
• Company is providing smart connected eco-friendly water purifier consists of charcoal,
sand and coconut husk/shell for purification for water and after that, we have used RO
purification method accompanied with UV and added extra minerals.
• Our product body will be made of Hemp Plastic which is totally natural, eco-friendly and
biodegradable

Smart Connect Technology:

Our water purifier is inbuilt with Bluetooth, which will connect with our PureFirst app
available for Android and iOS which will synchronize data from purifier and through app
any discrepancies will be reported to our customer solution Centre and will be immediately
resolved.
ABOUT COMPANY
Company is engaged in one line of business at present and for financial activities funding
from investors, loan from bank, NBFC and from schemes by government through which
funding are provided to start a business is taken to operate the business

What does it do? Manufacturing smart connected eco-friendly

water purifier
Why? To provide clean and hygienic water.

Customers People from Patna who need clean water to

quench their thirst.
Customer value proposition We provide smart connected eco friendly water
purifier.

Lines of business We will operate in only one line of business.

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 COMPETITOR ANALYSIS
Competitor Name Kent Aquaguard Hul Pureit
Over 50% water recovery. Save waste The taste modulator lets you set the Adds minerals post purification
Competitive water in different tank taste as per preference
Advantage
Target Market Urban and semi urban areas Urban and semi urban areas Urban and semi urban areas

Market Share 40% 30% 10 %

Product Profile Water purifier Water purifier Water purifier

Pricing and Costs Rs. 8999 to Rs. 22999 Rs. 11999 to Rs. 28999 Rs. 8999 to Rs. 25999

SWOT Analysis STRENGTH STRENGTH STRENGTH

•Suitable for water from all sources.
•Filter change alert and UV fail alarm.
WEAKNESS
•Loss of minerals in the process.
OPPORTUNITY
•Can explore in rural market.
THREAT
•Companies like eureka forbes and HUL
are selling similar products
•Suitable for any type of water
•Adjust the purification process
WEAKNESS
•High maintenance
•Price
OPPORTUNITY
•Can explore in rural market.
THREAT
•Companies like Kent and HUL are
selling similar products
•Protection from voltage
fluctuation.
•Live Reading of TDS level.
WEAKNESS
•High Cost of Maintenance
•Tap Doesn’t Work without
Electricity
OPPORTUNITY
•Can explore in rural market.
THREAT
•Companies like Kent and Eureka
forbes are selling similar products.
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COMPETITOR ANALYSIS
COMPETITORS POINTS OF PARITY POINTS OF DIFFERENCE

KENT RO Durable, safe and secure Treats different types of water

(ex-Hand
Pump, submersible, well water
etc).
LIVPURE Environment friendly Premium 10 stage water
purification system
AQUAGUARD Low cost and low maintenance Reduces wastage of water and
with better makes proper utilization.
services.

HUL PUREIT Chemical free purification. Separate dispensing tap for hot
and cold water.
CUSTOMER ANALYSIS
• As the population of Patna is 27.79 lakhs so those are our potential customers and that market is our
potential market.
• Water purifier market is segmented on the basis of technology, end-user, channels of distribution and
geography. Segmentation on the basis of technology includes gravity purifier, UV purifier and RO
purifier. RO water purifiers are projected to be the fastest growing segment during the forecast
period, owing to the increase in water pollution and rapid urbanization & industrialization.
Moreover, RO water purifier segment is also expected to exhibit lucrative growth opportunities in
future. Based on the end-user, the segmentation includes commercial and residential users.
• Further, market segmentation on the basis of channels of distribution includes retail stores, direct
sales and online. Geographically, the classification includes Urban, Rural and Semi-urban Area.
• Our primary target audiences are families with young children who are most prone to water-borne
diseases, Hospitals, clinics, schools and government sectors and health care agencies and
industries which use mineral water in manufacturing their goods. Our secondary target audience
Small Children basically infants, teenagers, Shopping Malls and other non-Government sectors.
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CUSTOMER VALUE HIERARCHY
CORE
BENEFIT Purified water

BASIC
PRODUCT
R.O.

EXPECTED
PRODUCT U.V. + U.F.

AUGMENTED Eco-Friendly Purification (charcoal, sand

PRODUCT
and coconut husk/shell)

POTENTIAL Smart connect technology

PRODUCT
SWOT ANALYSIS
STRENGTH:
• User friendly smart connected water purifier (Inbuilt
Bluetooth and Wi-Fi)
• Solar charge operating (Photovoltaic cell)
• Eco-Friendly Purification (charcoal, sand and coconut
husk/shell)
• We are committed to providing a product with good
services and good consumer relationship.
• Eco-friendly.
OPPORTUNITIES:
• Affiliate relationship with related vendors
• Rising income, change in lifestyle
• Media exposure to diminishing Water Quality of Patna
• Increasing impurities in Water
• Increased health awareness in our major target
audience
• Less number of organized players in the rural market
• Introduction of new innovation in technology
WEAKNESS:
• Limited start-up cost and production capacity
• Limited flexibility in pricing
• Relatively unknown name in industry having less
market
• Varieties of substitutes, including bottled water
• Late entrant - Reactive to competition
THREATS:
• Competitors can offer similar products easily
• Products are already sold by major competitors
• People prefer purified water by unorganized
players.
• A large number of unorganized players nearly in
every region of Patna
• Introduction of new innovation in technology
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Segmentation :
Water purifier market is segmented on the basis of technology, end-user, channels of
distribution and geography. Segmentation on the basis of technology includes gravity purifier,
UV purifier and RO purifier. RO water purifiers are projected to be the fastest growing segment
during the forecast period, owing to increase in water pollution and rapid urbanization &
industrialization. Moreover, RO water purifier segment is also expected to exhibit lucrative
growth opportunities in future. Based on the end-user, the segmentation includes commercial
and residential users.

Further, market segmentation on the basis of channels of distribution includes retail stores,
direct sales and online. Geographically, the classification includes Urban, Rural and Semi urban
Area.

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Segmentation :
Our market segmentation depends upon factors namely

Technology Segmentation: We mainly focus on the customers who are interested in using smart
connected eco-friendly water purifier, gravity purifier, UV purifier and RO purifier.

Geographic Segmentation : we are looking to sell our product within the radius of Patna.

Demographic Segmentation: PureFirst sells different water purifiers on the basis of classifying
their utility and price affordability. Looking at price sensitiveness of the consumers we are
offering two variants of our product, namely Classic and Neon.

Our value proposition fulfil the need of consumers at affordable price. Having entered the
premium segment with PureFirst Neon, there are chances of it bringing out more upgraded
products with increasing price to cater to higher income group.
TARGETING
Primary Target Audience
• Our main target will families with young children who are most prone to water
borne diseases.
• Hospitals, clinics, Schools and Government sectors and health care agencies
• Industries which use mineral water in manufacturing their goods.

Secondary Target Audience

• Small Children basically infants, teenagers
• Shopping Malls
• And other non Government sectors.

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PRODUCT POSITIONING STRATEGY
High
PureFirst

After deciding the target markets, we have

decided what position we wants to occupy in the
target market. We have tried to position our Price
products which consist of charcoal, sand and
coconut husk for purification and it is also inbuilt PureFirst
with Bluetooth, which will connect with our
PureFirst app in such a way as to distinguish us
from the competitors and give our product the
Low High
greatest strategic advantage in the target market. Quality

• Premium model-High price with high qualities

and features.
• Classic model-Mid price with mid range of
qualities and features.
PRODUCT MIX
Product Line

Water Purifiers (RO / UV Based Technologies)

Classic Model Neon (Premium Model)

• RO Filters • RO Filters
• Charcoal Filter • Charcoal Filter Product Depth
• Sand and coconut husk/shell • Sand and coconut husk/shell
Filter Filter
• Sediment Filter • Sediment Filter
• App Connect • App Connect
• Wi-Fi

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Our product Variants:

Classic Model Neon (Premium Model)

Features: Features:
❏ Smart Connect ❏ Smart Connect
❏ Extra Purification (charcoal, sand and ❏ Extra Purification (charcoal, sand and
coconut husk/shell) coconut husk/shell)
❏ RO + UV ❏ RO + UV
❏ Filtration Timing 15 litre/Hour ❏ Available with Photovoltaic cell (Solar
❏ Available in 5 litre and 8 litre variants. rechargeable cell)
❏ Filtration Timing 25 litre/Hour
❏ Available in 10.5 litre variants.
❏ TDS level automatic adjustable.
❏ pH sensor to maintain neutral pH for
backwash water.
❏ Sensor for water outlet.

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Classic Model Neon (Premium Model)
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PRICING STRATEGY
Other
Competitors
 Our pricing strategy depends on
PureFirst
Neon Model
 We have markup pricing strategy.
 We have competitive pricing.
 This competitive pricing matches very well Perceived Value
with its superior value and hence the HUL Pureit ₹8999
PureFirst
customers get the right value for money
₹8599
products from PureFirst.
Classic Model
 Price varies for a different variant
(Depending on the sizes).
 Pricing will be Convenient for every COGS
consumer

Pricing Meter
 Variable cost = ₹1000(Per RO)
Fixed cost = ₹1800(Per Filter)
=₹1100(Per extra filter)
Machinery = ₹35,00,000 = ₹2400(Per body)
Building = ₹10,00,000
Outlet + Service Expense = ₹ 5,00,000 Per Piece Variable cost = ₹6300/=

Vehicle = ₹ 4,00,000
₹54,00,000 Unit cost = Variable cost + fixed cost
Promotion = ₹5,00,000 unit sales
= ₹57,00,000
₹ 6300 + ₹570000/10,000
= ₹6870

Markup Price = unit cost/(1-desired return on sales)

Profit earned = 20%
= 6870/1-0.20
Profit earned from retailers = 10%
Profit earned by retailers = 11.23%
= ₹8587.50 = ₹8599 (Approx.)
Markup Price For Retailers = ₹7633.34

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Target Return Price

Unit cost + Desired return*invested capital/unit sales

=₹ 6870 + 0.20*₹ 57,00,000/10,000
= ₹ 6894

Break-even Volume
= fixed cost/(price – variable cost)
=₹ 57,00,000 / (₹8599– ₹6870)
=3297

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PRODUCT PRICING
PRODUCT DIRECT SALES RETAILERS

Classic Model (5 Litre) ₹8599 ₹7634

Classic Model (8 Litre) ₹10999 ₹9300

(With Wi-Fi)

Neon (Premium Model) (10.5 Litre) ₹19999 ₹18280

(With Wi-Fi)

Neon (Premium Model) (18 Litre) ₹24999 ₹22180

(With Wi-Fi)

Profit earned by us after selling is 20%, profit earned from retailers is 10% and they will earn
a profit of 11.23% after selling product to customer.
Our target return price is ₹ 6894 and our break even volume is 3297 units then we can able to
generate profit for next 6703 units.
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 MARKETING CHANNEL
Successful Value Creation Need Successful Value Delivery.
We follow two types of marketing channel, 0-level and 1 & 2-level.

CHANNEL MAP

0-level 1-level & 2-level

Manufacturer Manufacturer

Distributor
Through our
Own Service
Retailer

Consumer Consumer

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0-level Marketing Channel

PureFirst Products will be available at our customers through our own service
agent by Online booking or by throughout city at different places.

Every product manufactured by PureFirst are available through our own service
agent (Door to Door selling) but we have selective range of area throughout city.

Our products are:

• Classic Model (5 Litre)
• Classic Model (8 Litre) (With WiFi)
• Neon (Premium Model) (10.5 Litre) (With WiFi)
• Neon (Premium Model) (18 Litre) (With WiFi)

To avoid local competition and gain profit prices are cut down by directly selling to
consumer rather of travelling the whole supply chain.
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1-level & 2-level Marketing Channel

PureFirst Products will be available at different shops including different mega mart
of city.

Through this channel of marketing we didn’t directly deal with our consumer so we
have distributor and retailers to deliver our product to consumer.

In term of benefit we provide our service agent will look after the installation system,
display sign broads etc.

In this pricing strategy of our products differ as we have to offer some profit to retailers
also. To avoid competitions we focus on increasing customers rather than gaining
profit in initial stage.

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INTEGRATED MARKETING COMMUNICATION
For establishing a good integrated marketing communication we first need to identify the target
audience .
Target Audience :
We have targeted the families with young children who are most prone to water borne diseases,
Schools, Hospitals……

Communication Objective :
Our objective is to fulfil the desire of pure water of our customer.
Our tagline : “Your piece of Trust”.

The Advertisement would be created in a fragmented way to arouse interest of the Customers
so the Customer Curiosity could be targeted and could be converted into information search
about our product.

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Marketing Communication Strategies

Mixed Strategy

Through Rest of
For Primary the Year
Promotion Period

In our Initial phase we will Will use the Print Media on a

demonstrate the need for frequent Basis as per the
pure water and we will use PRIMARY Promotion Response.
print media in possessive
way to grab upcoming
demand.

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Advertising Media For PureFirst

Traditional
Advertising Media
Newspapers New
Magazines Advertising Media
Television Internet
Banner ads
Interactive video
Tv shows

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PROMOTION STRATEGY

 Focus on online advertisement i.e. through social media.

 We will promote our eco-friendly and smart connectivity through
different medium and tell our customer about the need of this
technology.
 Our service agent will make sure that our customer get full benefit.
 Develop customer relationship
 We have many billboards in different areas and road side signboards.
 PureFirst will also arranges events at different places like mall and show
video regarding problem arises due to Drinking impure water.

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Marketing Budget
Item JAN FEB MAR APRIL MAY JUNE JULY AUG SEPT OCT NOV DEC

MARKETING 10000 10000 10000 20000 10000 10000 10000 10000 10000 20000 10000 10000
PROMOTION

Print advertising 5000 5000 10000 10000 10000 10000 10000 5000 20000 20000 10000 5000

Online advertising 5000 3000 3000 3000 3000 3000 3000 3000 3000 8000 8000 3000

Events 50000 20000 50000

Television advert 10000 10000 4000 10000 10000 10000 10000 10000 10000 30000 10000 5000
Marketing 20000 15000 10000 71000 21000 21000 11000 70000 11000 1000
promotion total

TOTAL 50000 43000 37000 164000 54000 54000 44000 28000 63000 198000 49000 24000
Total : ₹8,08,000.00
Estimated Cost

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MARKETING MIX
Product
PureFirst is smart connected eco friendly water purifier. PureFirst embrace the beauty of
nature through unique methodology which involves Sand and Charcoal filtration technique
before the process of Reverse Osmosis. Our water purification technology consists of
charcoal, sand and coconut husk/shell for purification for water and after that, we have used
RO purification method accompanied with UV and added extra minerals. PureFirst water
purifier is inbuilt with Bluetooth and Wi-Fi which will connect with PureFirst app available
for Android and iOS which will synchronize data from purifier and through app any
discrepancies will be reported to our customer solution centre and will be immediately
resolved. Our product PureFirst is tangible good with accompanying services

Price
PureFirst has markup pricing and competitive pricing strategy which is an advantage in its
kitty. This competitive pricing matches very well with its superior value and hence the
customers get the right value for money products from PureFirst. Price varies for a different
variant. Depending on the sizes.
38
MARKETING MIX
Place
As we have focused on Patna and its nearby locality, our channel participants would involve:
We will directly sell our product to the consumer through the door to door selling and if
they order directly to us in our promotional events. PureFirst products will be sold
via dealers and installation for the products will be provided by PureFirst service agent.
Products will be also sold via modern retailers as well as through online channel. We will
use push strategy and has strong incentives for any dealer or employee who sells the
maximum. This will ensures that there is always growth in PureFirst.

Promotion
Our sales strategy consists of sales people from door to door to create a strong brand.
Because of personal sales man being present, we will able to handle service very well and
also received many feedbacks for its products. We will also use digital medium of marketing,
as the selling agents faced problems to tap the customer base of gated communities. So we
will give newspaper ads, helpline numbers and TV ads. PureFirst will relies on direct selling
agents as our core strength.
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MARKETING MIX
People
Our Service agent will be well trained for installation to fulfil the requirement for installation.
Our sales agent will be trained to handle customer relationship. We will recruit enough staffs
to handle orders and will train our staffs about our product and installation process and
maintenance so that they become able to provide quality service to the customers.

Process
The idea of PureFirst “Your Piece of Trust” , all the process involved from production to
installation of product will be transparent. All system will be up to date and we will ensure
the consistency of services. We will strictly monitor the whole process of manufacturing to
ensure consistency and quality for the customer through well-planned, well-programmed and
automated processes. For customer relationship management, we will provide a toll-free
number to our consumer. For successful sales management, we will use keep up-to-date
information regarding distribution and motivate our sales agent, installation technician and
channel members to have active participation.
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