Manmeet Sabharwal's Blog

Nearly a year back i noticed small kiosks near many stations in mumbai.All station roads had these small brown colored kiosks with 2 3 guys standing.These brown colored kiosks had Hindustan Unilever written on them.Those guys had a big container type of equipment with them.One day i and my friend went to them(due to Brand Hindustan Unilever) and asked what was it all about.

They very professionaly told us about this new Water Purifier from Hindustan Unilever.They kept explaining it and the word Hindustan Unilever was very prominent in their description(Unilever were attaching their heritage with it to sell it as part of their strategy).

I asked them is it real or fake.

1) I had not seen any ad for it very unlikely for a Hindustan Unilever product

2) The perception of HUL was of a typical FMCG company dealing with Soaps,oils etc etc but a water purifier???

He showed me few docs and pamphlet and my stupid doubt vanished and then he told me the model of HUL for it.They said being an unconventional product,HUL is going for Direct Marketing Approach(the name Eureka forbes was ringing in my mind already).

No advertising direct approach to customers.I was impressed.We exchanged numbers and then next day my roomie recieved call.By evening a guy came to our home for demonstration and man i liked the demo.We ordered one.Next  day it was at our home.

It worked well and now i have bought a second one in the new flat.

From past few days the ads have actually started THE ONE CRORE CHALLENGE and all.

The price has also been raised from Rs 1800 to Rs 2000.

This all has happened only after setting up a strong base already.The direct marketing approach actually worked wonders for Pureit.

My sales management professor was telling us in the last lecture that Eureka Forbes created a monster named Direct Marketing Channel (Direct Sales Channel) which now needs new products to feed it.Eureka Forbes is still not able to get out that.

I was thinking that these new ads by Pureit is a part of getting away from the monster. PureIt might soon be available at retail stores.

By the way The So called Non Electric Water Purifier segment(Resin Based) is growing,Even Eureka Forbes has their own version called AquaSure

Its priced at Rs 1950

They also have a premium non electric version called Ultra.

This one is charged quite high at 7350 rs as compared to 2000 rs for Pureit.It claims to be better than Pureit on performance.These products have not really picked up as well as Pureit.

HUL took on Eureka and other water purifiers in the channel they were dealing in for a long time.I remember Eureka Aquaguard coming to our home 15 16 years back.

HUL always have been known to be a great marketing firm same it has proved with Pureit.They have proved Marketing is just not about advertisements,brand ambassadors and all.Marketing is art of selling and art can be practised in any way provided its considered an ART.