A Presentation by:PRankstersRohit HireEshan DharSanjana MehtaDonella Nazareth

Blitzkrieg 2013

Industry Background

According to research, the Indian Water Purifier industry is expected to witness a turnover growthof 22% CAGR during the period between FY’11 to FY’14.

This growth can be credited to the increase in awareness of safe drinking water in urban areas.

Hence, the purifier market in Indian has tremendous growth potential with a market size ofapprox. INR 1400 Crores.

HUL Pure It BackgroundHUL Pure It provides complete protection from all water-borne diseases, unmatched convenience andaffordability.

The output water from Pure It meets stringent criteria for microbiologically safe drinking water from oneof the toughest regulatory agency the USA, EPA (Environmental Protection Agency).

USP of the brand:

•Advance warning system•No Electricity required•Continuous Tap water supply

Past Campaigns:

•Boil Karo Toh Jhanjhat, Na Karo Toh Tension -Chose to communicate the functional benefit of providing freedom from thehassles of boiling•Doctor Endorser Campaign – Pure It water purifiers were installed in doctors’ clinics in Chennai which served as a sampler,product demonstrator, trial generator, people convincer•Pure It 1 Crore Challenge – Consumers were challenged to find an in home water purifier that met all the safety criteria offeredby Pure It and take home a cash prize of 1 Crore. The prize remained unclaimed

Proposed Campaign – INDIA PURIFIED80% of diseases in India are caused by waterborne microorganisms.

Pure It, in keeping with HUL’s vision, believes in the power of brands to improve the quality ofpeople’s lives and in doing the right thing.

This is why the India Purified campaign will install Pure It water purifiers in 2 villages of everydistrict of every state.

The campaign will begin with Maharashtra and the installations will continue q-o-q and progressto other states.

The installations will involve creating a video journal to measure the change that is brought aboutby the consumption of purified water.

Practicality,Feasibility and BudgetThe campaign begins in Maharashtra.

• 35 districts x 2 villages = 70 spots where the purifier is installed• 70 spots x 10 purifiers in each spot = 700 purifiers installed• 700 purifiers x Rs 900/ purifier (at market price) = Rs 6,30,000 spent on purchasing the

purifier• Additional Costs Rs 1,00,000 which includes travelling, installation costs and maintenance• A total of Rs 7,30,000 is spent on the campaign in Maharashtra

For HUL, which makes a profit of Rs 3797 crores each year, spending 7,30,000 x 28 states = 2.05 crores approximately will be feasible and will be a small price to pay in exchange for the visibility that they will recieve.

As the campaign will continue in the coming years, HUL will not have to spend all the 2.05 croresin one go. The approximate cost for the campaign for one year will be Rs 29,20,000.

Implementation of the campaignThe campaign can begin on January 26, 2014.

Vikram Surendran, the head of Pure It at HUL, will launch the campaign in the first week of January by addressing the media about the change that India will undergo from January 26, 2014.

Curiosity will be generated via teasers that say One Campaign + 28 states = India Purified.

Villages will be selected on the basis of incidence of water borne diseases that affect the area.

Implementation of the campaign

Pure It representatives will visit the villages, install the purifiers and explain to the people the benefits of the purifier.

Video tracking of selected villages will begin one month prior to installation of the purifiers.

Regular visits will be conducted to the village for maintenance purposes and to address any queries that the villagers may have.

Apart from this, the other villages will be offered the purifier at a concessional rate for a limited period of time.

The video diary will help track the benefits of purified water as it helps in reducing water related diseases.

Benefits of the CampaignAs it is a CSR initiative, Pure It will be able to generate goodwill and visibility for itself in the market.

It will be the first water purifier in India to take such an initiative and hence, it will garner a lot of media coverage as it will be a long term process.

Pure It will be able to penetrate the rural market more effectively as compared to its competitors.

The live demonstration provided by the video journal will help in creating more credibility not only in the rural but also in the urban areas which may lead to an increase in market share.

HUL, as the parent company, will gain more credibility in the eyes of the public.