LIMESodaBottleOpeners_IIM Indore (2)

7/25/2019 LIMESodaBottleOpeners_IIM Indore (2)

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MOHIT SURANA

KULDEEP JHA

PRIYANKA DESHPANDE

TEAM: LIME SODA BOTTLE OPENERS


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RO

42%

UV

30%

Offline28%

RO UV Offline

Some Key Facts

Close to 80% of diseases in India are water borne

About 67% households do not treat drinkingwater

Kent and Eureka Forbeshold a combined market

share of more than 70%

Of people who can afford a water purifier, only

48% are using it.

Average daily consumption by a family of 6 people

is 20 L

Current penetration of water purifiers in India

stands at 11%*

Reasons for

growth of

water purifier

industry

Increasing health awareness

Nuclear Families Rise in disposable

income

Degrading Water

Quality

DriversWater Purification alternatives

Safety

Electricity

Water Waste

Price

Industry Research

Research Big idea

Big idea Channels

Channels Ecommerce

Ecommerce Summary

SummaryMarketing plan

Marketing plan

Current Market Size ~INR 3500 Crore

0

2000

4000

6000

8000

10000

Market Size (Rs. rores)

2011 2012 2013 2014 2015 2016 2017 2018 2019

Technology

market share

UF UV RO

Purification technologies

Candle filters

Simple methods

Boiling

Water cans

Water purifier

Penetration

0

20

40

60

80100

120

Low

income

Middle

income

High

income

25% 64% 95%

*Frost and Sullivan report, May 2014

Filters Bacteria

and viruses

Kills Bacteria

and viruses

Removes

Bacteria, viruses,

TDS etc.

5080%

wastage


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IndustryIndustry ResearchResearch Big ideaBig idea ChannelsChannels EcommerceEcommerce SummarySummaryMarketing plan

Objective 2 : Encourage ADOPTION of PureitObjective 2 : Encourage ADOPTION of Pureit

Strategic tieups with insurance companiesto

promote the Pureit brand by providing

samples and discounted Pureit purifiers along

with insurance policies

Run a campaign to project Pureit as an ideal gift for all occasions.

Through this Pureit can spread the message that Health and

Happiness go together.

Dijiye Mummy Papa ko sabse

accha tohfa, shudh pani

TV, Gaadi aur AC toh de diya

beti ko, Shudh pani nahi denge?

Aapki Nanhi jaan ke liye sabse

anmol tohfa, Shudh pani

Installing Pureit water filters at famous eating joints such as

Chappan, Saraffa in Indore, Chowpatty in Mumbai, Chandni Chowk in

Delhi

Arranging Pureit water outlets inpopular temples and tourist places

H2O stores(pay per use water)in malls and metro stations

Provide customers trialabilityto Pureit water:

Place Pureit purifiers atRailway stations, Airport loungesetc.

Airport

Chappan Bazaar,

Indore

Temple

Pay per Use


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IndustryIndustry ResearchResearch Big ideaBig idea ChannelsChannels Ecommerce SummarySummaryMarketing planMarketing plan

Online Storefront on popular ecommerce sites like Flipkart, Snapdeal, Amazon etc.

Provides customer access to the entire range at one go with less chances of switching

to competitor brand

Affiliate with real estate like Magicbricks, Commonfloor and health portals like

HealthKart etc.

Know your Water

Bundling and Crossselling sippers

Based on publicly available reports on

water issued by the government for

different regions, users will be shown

the water type and suggested the best

purifier for their region through an

interactive buying guide.

Online Referral

For purchase of a purifier, customers get referral codeswhich customers canshare with

friends and familytogain cash backs. On using the referral code, customers can purchase

purifiers atdiscounted prices.

Bundling Pureit Mini with Sports

equipment,Gym kitetc.

Affiliate marketing

Shop in shop

Online competitions/ events

Conduct online competition on

Facebook/ twitter/ instagram on

frequent basisfor buzz generation

Ex: Most innovative Pureit water use

where customers need to upload

photos of the most innovative thing

(beverage, plants etc.) they used Pureitwater for.

Conduct initiatives such as Share your

water whereby customers can signup

online to share their Pureit water to the

needy via NGOs


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IndustryIndustry ResearchResearch Big ideaBig idea ChannelsChannels EcommerceEcommerce SummaryMarketing planMarketing plan

Objective

Increase penetration of overall

water purifier category & Pureit

brand

Explore innovative channels

Brand activations in the e

commerce channel to outpace

market

Insights and idea

Insight #1: Customers stuck

in the middlewithdearth of

choice

Insight #2:Water purifiers

still a good to have

product

Introducing Pureit Delight

for a price ofRs. 4999/Marketing plan to:

Build awareness about

Pureit

Encourage adoption of

Pureit

IntroducingPureit Minifor a

price ofRs. 449/

Increase penetration in

rural

Channels

New channels suggested

Pharmacies Tieup with builders

Exclusive store General Trade

Ecommerce

Bundling and Crossselling sippers

Affiliate marketing

Shop in shop

Online competitions/ events

Activations


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Appendix 2

Product Pricing: Pureit Delight

Pricing: (Attribute based pricing)

Price of a competitive purifier (UV UF Detachable Storage): INR 8000

Sum of Utility: 5.575+4.3+2.417+1.917+1.417

=15.626

Utility of proposed product: 4.3+2.25+2.417+1.917+1.417 = 9.601

Price of proposed product:

= INR 4915

Channels: Exclusive stores

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LIMESodaBottleOpeners_IIM Indore (2)

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