A STUDY ON MARKETING MIX & COMPETITIVE ANALYSIS OF “PURE IT” WATER PURIFIERS FROM HUL

Abstract

Marketing is the art of promoting products. Marketing is an organizational function and a set of procedures for creating, communicating and handing over price to customers and for managing purchaser relationships in methods that gain the organization and its stake holders. According to Kotlar “Marketing is a social and managerial procedure with the aid of which individuals and groups attain what they want and want through creating, presenting and freely exchanging merchandise and services of price with others”. Rural Marketing is defined as any advertising undertaking in which the one dominant participant is from a rural area. This implies that rural advertising and marketing consists of advertising of inputs (products or services) to the rural as well as advertising and marketing of outputs from the rural markets to other geographical areas. Products which have a rapid turnover, and relatively low value are recognized as Fast Moving Consumer Goods (FMCG). FMCG products are these that get replaced within a year. FMCG   Industry is characterised via a well established distribution network, low penetration levels, low operating cost, lower per capita consumption and intense competition between the equipped and unorganized segments. Hindustan Unilever Limited (HUL) is India's greatest Fast Moving Consumer Goods Company with a heritage of over 80 years in India and touches the lives of every two out of three Indians. Marketing in rural India poses various challenges, apart from the geographical distance and remoteness of various villages. However, the proliferation of the media, especially the growing attain of the digital media in rural India, has supplied publicity to a number merchandise and services, which were hitherto regarded the domain of urban users. This has resulted in demand in some cases and the aspiration to gather such merchandise in other cases.