Pureit

TEAM MEMBERS

Rohit Chaudhari (ROLL NO 109)

Chitrang Desai (ROLL NO 110)
 Introduction
A breakthrough  Pureit is the first foray of the HUL into the consumer durables market
domestic water purifier  Total market for water purifiers in India valued at 1500 rupees with an
by HUL. approximate annual growth at 20%
Provides complete  Pureit has a total of 9-11% market share. Aquaguard leads the sector

protection from all with a market share of ~70%

water-borne diseases,
great convenience, and
unmatched affordability
.
 Variants - Pureit Compact, Pureit Classic, Autofill and Marvella
Legal Battle
 In 2009, HUL moved court against Eureka Forbes, alleging
disparagement of Pureit by Aquasure advertisements. The case was
finally settled out of court.

MarkSoc,The Marketing Society of FMS, Delhi

 Brand Evolution Timeline

MarkSoc,The Marketing Society of FMS, Delhi

  Pureit, the name, goes with the tagline ‘As safe as boiled
water’: The tagline certainly catches the eyeballs of
mothers of young children
Brand Elements
 Unique structure of product
Pureit, the name

Unique Design  Hindustan Unilever Pureit symbol displayed on the

Tag Line product: Mother brand helps in providing the necessary
push
Symbol

1 crore safety challenge

 1 crore safety challenge, HUL salesman in yellow raincoat

MarkSoc,The Marketing Society of FMS, Delhi

  On the basis of its performance and affordability, it has

Positioning tried to position itself as product different from the

expensive Aquaguard
Target Market
 The usage of the tagline “As Safe as Boiled water” and the
advertisements show that the brand is mainly targeting
households (mothers ) with small kids

MarkSoc,The Marketing Society of FMS, Delhi

 Packaging

 Pureit variants are available in two colours – Blue &

Burgandy

 Fully assembled unit, ready to use

MarkSoc,The Marketing Society of FMS, Delhi

 Model Price
Pricing
Product portfolio that
spans all price Pureit Compact Rs 1,000
categories

Pureit Classic Rs 2,000

Autofill Rs 3,200

Marvella Rs 6,990

MarkSoc,The Marketing Society of FMS, Delhi

 Distribution  Small brown coloured kiosks near railway stations, and

Channels bus stops providing information about the product

Direct Marketing  Sales agents take an appointment with the potential

Agents customers, and visit them for demo
Roadside Kiosks
 Authorised Representatives & Distributors for each area
Authorised
Representatives

Distributors

MarkSoc,The Marketing Society of FMS, Delhi

  Pureit 1 crore safety challenge

 Pureit models displayed in hospitals/clinics with all

required information

 Street-side kiosks

Promotion  Pureit “Purifier Exhibition” advertisement

 Pureit “Housewives” advertisement

MarkSoc,The Marketing Society of FMS, Delhi

Storyboard
Pureit 1 crore challenge
advertisement
Storyboard

MarkSoc,The Marketing Society of FMS, Delhi

The Journey Ends…