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Evaluating the Right Channel for the Retail Launch of

Pentair Domestic RO Water Purifier XIRO











By-
Akshay Saxena
11DCP061
INSTITUTE OF MANAGEMENT TECHNOLOGY,
GHAZIABAD- 201001















July, 2012


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Evaluating the Right Channel for the Retail Launch of
Pentair Domestic RO Water Purifier XIRO












By-

Akshay Saxena
11DCP061
INSTITUTE OF MANAGEMENT TECHNOLOGY,
GHAZIABAD- 201001



Under the guidance of


Mr. Rohit Saxena Dr. Subhajit Bhattacharyya
National Sales Manager- Channel Sales Associate Professor
Pentair Water India Private Limited. IMT, Ghaziabad











July, 2012



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Certificate of Approval




The Summer Project Report titled Evaluating the Right Channel for the Retail Launch of Pentair
Domestic RO Water Purifier XIRO " is hereby approved as a certified study in management
carried out and presented in a manner satisfactory to warrant its acceptance as a prerequisite for the
award of Dual Country Program, Post-Graduate Diploma in Management for which it has been
submitted. It is understood that by this approval the undersigned do not necessarily endorse or
approve any statement made, opinion expressed or conclusion drawn therein but approve the Summer
Project Report only for the purpose it is submitted.


Summer Project Report Examination Committee for evaluation of Summer Project Report

Name Signature



1. Faculty Examiner _______________________ ___________________


2. PG Summer Project Co-coordinator _______________________ ___________________



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Certificate from Summer Project Guides




This is to certify that Mr. Akshay Saxena, a student of the Dual Country Program, Post-Graduate
Diploma in Management, has worked under our guidance and supervision.

This Summer Project Report has the requisite standard and to the best of our knowledge no part of it
has been reproduced from any other summer project, monograph, report or book.

College Mentor: Company Mentor:
(Signature) (Signature)






Dr. Subhajit Bhattacharyya Mr. Rohit Saxena
Associate Professor National Sales Manager
Economic Environment & Strategy Channel Sales- Residential Filtration
IMT, Ghaziabad Pentair Waters India Pvt. Limited


Date: Date:


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Abstract

The objective of the project is to evaluate and determine the right channel partner model for the
successful retail launch of XIRO- Point of Usage (POU) RO Water Purifier from Pentair and
recommending the best way forward and parallel to this objective was the second objective i.e. to give
leads to Pentair Waters India Limited about willing Channel partners of Competition who are ready to
carry Company Products & actively assist them in their Channel Network Development. The
objective was to generate business for the company in the DELHI MARKET.
This report comprises of an overview of the organized RO Industry of India, the total share of RO
Industry and its major players. The RO Industry is divided into two major segments:
1. Organised RO Industry
2. Unorganised RO Industry
Organized Water Purifier Industry: This segment comprises of major companies like KENT RO,
Eureka Forbes, Hindustan Unilever, Ion Exchange and Usha Brita. All the companies in the
organized segment are renowned in the market.
Unorganized Water Purifier Industry: This segment comprises of all the Local Brands, small scale
industry of RO Purifiers. These local brands affect the most in the total turnover of the Organized Fan
Industry. All the big companies are trying to capture the market of the local companies because these
companies are affecting the overall sales.
About the Company: The report consists of information about the companys hierarchical structure
and other decision making authorities in the company. It also consist of information about the
working culture, marketing strategy, distribution system, financial report, its major Merger &
Acquisitions and SWOT analysis.
The report is having a project plan which has been followed during summer internship training
period. The project plan has two parts:-
1) Activities to be undertaken
2) Scheduling of activities.
The research methodology which was applied has been included in the report. Primary data has been
used to accomplish this report. Overall 60 counters were visited in North, South, East, West and
Central Delhi Markets and were queried with the help of a well-structured questionnaire. On the other
hand, 120 respondents were taken into consideration for consumers questionnaire.
In the report major findings are the sales and distribution analysis of Delhi market. The data table is
also being included for the reference. The report discusses that Pentair Waters India Limited is a
Market Leader in Industrial and Commercial Segment as well as for its swimming pool
products because of superior quality, better product mix, & excellent brand equity across the
globe but it lacks in Brand Awareness in the Indian Market as Pentair Waters is more
dominant across United States and globally.
In the report the supplier selection process of Pentair Waters India Limited has also discussed which
caters to comparative policies of dealership which are required for a dealer to sell RO Purifier in the
market.
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In the report the problems and difficulties faced by us in the market are also being mentioned and
limitations of the research are also clearly exhibited. The results and conclusions derived from
various questions have been interpreted thoroughly in the questionnaire and in the end of the report
suggestion and recommendation to the company have been given.
The suggestions & recommendation if implemented will be fruitful for the dealer and the company. It
will also provide value addition to the customers. Future research scope is also provided space in this
report as various concepts of research are still unknown and they also can be carried out to provide
leverage to the organization.
In the report a questionnaire was designed for the survey purpose and its interpretation has been
shown in the report.





















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Table Of Contents

Content Page

Acknowledgement 9

Preface 10

Objective of the Project 11

Introduction 11

Need & Importance of the project 12

1 About Water Purifier Industry 14
1.1 Production 14
1.2 Sales 15
1.3 Organised vs. Unorganised 18

2 Reverse Osmosis Market 20
2.1 Market Dynamics 20
2.2 Distribution Trends 21
2.3 Major Players 21
2.4 Global Standards 22
2.5 New Developments 22

3 About Pentair 23
3.1 Corporate Governance 23
3.2 Committees of the Board 23
3.3 Global Business Units 24
3.4 Global Reach 25
3.5 Leadership 25
3.6 History 29
3.7 Values 31
3.8 Acquisitions 32

4 Company Profile 32
4.1 Company Financials 34
4.2 Product Line 34
4.3 Pentair's Sustainable Future 34

5 Project Plan 36
5.1 Activities to be Undertaken 36
5.2 Scheduling of Activities 36


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6 Research Methodology 38
6.1 Research Objective 38
6.2 Significance of Research 38

7 Research Process 39
7.1 Research Design 41
7.2 Data Source 41
7.3 Research Instrument 41
7.4 Sample Design 41
7.5 Contact Method 42
7.6 Research Approach 42
7.7 Research Type 42
7.8 Dealer's Questionnaire Parameters 42
7.9 Consumer Questionnaire Parameters 43

8 Analysis and Interpretation of Activity 44
8.1 Interpretation (Dealer's Questionnaire) 44

9 Recommendations for XIRO- Distribution 60

10 Interpretation (Consumer's Questionnaire) 67
10.1 Results and Conclusions (Consumer's Questionnaire) 76

11 Recommendations for XIRO - Customer's Attributes 79

12 Limitations of the Research 81

13 Future Research Direction 81

14 Appendix 82

15 Bibliography 103





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AKNOWLEDGEMENT

It is a pleasure to record my thanks and gratitude to the people and organization whose generous help
and support enabled me to complete this study within the stipulated time period. At the outset, I am
grateful to PENTAIR WATER INDIA LIMITED, NOIDA for sponsoring me for this valuable
project. My special thanks and due respect to my Companys Guide- Mr Rohit Saxena (National
Sales Manager- Channel Sales, Residential Filtration) and other officials for their active help and
cooperation at each stage of my study and learning and for keeping me motivated. I am also very
thankful to my FACULTY GUIDE- Mr Subhajit Bhattacharyya and all other dealers and retailers
based in Delhi who helped me in knowing the market better. Last but not the least I would like to
extent my gratitude to the Pentair Office staff without whose co-operation this work wouldnt have
been possible.


- AKSHAY SAXENA














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Preface
The object of this report is to Evaluate and determine the right channel partner model for the
successful retail launch of XIRO- Point of Usage (POU) RO Water Purifier for Pentair and
recommending the best way forward. Along with determination of the various parameters, it
would also help us to look into the most advantageous ways or means to channelize the selling efforts
in making it a profitable proposition for customers, RO dealers, company and organization as a whole.
Initially this report assesses the market penetration of major RO players in India, SWOT
Analysis of RO Market with respect to XIRO, Consumer expectations, Quality of channel
partners required, after sales services and needs of Pentair Waters Dealers & Distributors .It
also tries to assess the awareness level in the minds of consumers as well as Dealers & Distributors
regarding Pentair Waters and its products and their willingness to purchase the products.
The recommendation if implemented will be fruitful for the Retailers and Distributors of the company
and it will also serve the expectations of the organization as a whole. It will also provide value
addition to the customers.














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OBJECTIVE OF THE PROJECT
Primary objective is to evaluate and determine the right channel partner model for the
successful retail launch of XIRO- Point of Usage (POU) RO Water Purifier from Pentair
and recommending the best way forward. In furtherance of the primary objective, a detailed
competition channel profiling was undertaken to receive vital feedback as to acceptance of the
product & brand amongst Competition Dealers in the Delhi Market.
Introduction
The Project work is related with understanding the Retail Water Purification Market in the capital of
Delhi & looking at the Prospect of Pentair launching its own Water Purifier in the Market. The gamut
of activities cover in depth detailing of the overall market size, the attractiveness of the RO Water
Purifier Vertical including penetration, growth, & market players with their respective market shares.
It looks at the share of the organised versus the unorganised & the prospects of a high standard good
looking Wall Mounted RO purifier in a market dominated by a plethora of badly designed counter top
models with questionable aesthetics n utility for end consumer. The crucial element of After Sales
Service which is a determining factor was evaluated w.r.t. competition. Evaluated in depth was
visibility, number of counters present in an area and after sales service of various RO companies
basically those who are very dominant in the market operating in complete Delhi region comprising of
North Delhi, South Delhi, East Delhi, West Delhi and Central Delhi. The desirability of venturing into
the domestic RO Water purifier as there is a very good potential for Pentair Water to tap these
markets with some differentiated product hand in hand with a unique pricing suitable to customers.
This work also throws light on the satisfaction level as well as needs of all the retailers and
distributors who deal with the customers end at these zones. From the consumer point of view, it
emphasizes to ponder over consumer experiences, preferences and expectations of RO Purifiers.
Therefore briefly this project is to evaluate and determine the right channel partner model for the
successful retail launch of XIRO- Point of Usage (POU) RO Water Purifier from Pentair and
recommending the best way forward and to cover the Stockiest/Distributors in the Delhi NCR region,
monitoring and evaluating the secondary sale movement, inventory and point of sale visibility and
pull at the retailer point to conclude on the best channel strategy for highest penetration and
immediate success.
For proper analysis of the loop holes or the gaps where we are planning to place our product, it was
essential to assess the Retailers, Distributors and the Consumers through an interactive process. For
this, we used two sets of Questionnaire (One for Consumer and the other for the Retailer) which
helped in identifying the various critical parameters essential for the smooth movement of Pentair
RO- XIRO and evaluating it on the diverse points of Product, Pricing, Placement and Promotion as a
comprehensive package. It also tested the efficacy of both push sale (Persuasive personal selling using
In-shop demonstrators) and pull sale through Sales Promotion Activities like point of sale displays,
print media etc. It also catered to consumer expectations i.e. the desired attributes on all the Four Ps.
This report consists of responses obtained from the retailers and distributors of the competitor
brands and consumers who are RO Purifier user or is planning to be a one. Incisive analysis on
the data gathered through questionnaire & constructive suggestion are been made thereupon.
The duration of the training is from April 2
nd
2012 to June 15
th
2012.
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Need and Importance of the project
Research is a step towards the awareness of the expanding needs of the customers and thereby to meet
them. Hence, a detailed research is required to know as to what is lacking in the system and what can
be done thereof.
A recent study of the corporate world has clearly established the fact that only such of those
corporations which have given their consumers maximum value for their money, have survived and
further, only such of those companies that have gone beyond the stage of satisfying the consumers
into delighting them by exceeding their expectations have really grown beyond ones wildest dreams.
As the private sector swamps the market with water purification units to cover all the segments of the
population, the average Indian has awoken to the increasingly urgent need for purified and potable
drinking water. Companies have taken the might of extensive advertising and education of the masses
to instil the idea of paying for clean water in the Indian peoples minds, which for generations had
been free of charge.

In a recent report by TechSci Research, globally more than one billion people lack access to safe
drinking water and approximately 2.4 Billion people lack access to proper sanitation, nearly all of
them in the developing countries, including India. Nearly a third of the worlds population worldwide
live in water-stressed areas. This figure is expected to rise to two-third of the population by 2025.

On the other hand, the Indian market is upbeat on water purifiers. Currently, there are 5-6 million
homes owning water purifiers out of a total of 220 million households nationwide, which amounts to
an industry, for the organized segment name-brands, of Rs.1,500 crore per annum. However, this does
not include the Rs.900 crore produced within the unorganized segment of small and local
manufacturers. In terms of a consolidated level, this amounts to a 6 percent level of penetration.
Undoubtedly, the potential is enormous, and is predicted to be well on its way to an annual growth
path of 20 per cent for the next couple of years.

With such a huge expanse & the agenda to grow aggressively to tap unrepresented markets &
Customers the company is looking afresh with a magnifying glass at gaps & pockets where it can
expand further.

Therefore, we can conclude that the Indian market has tremendous potential which is more evident
from the fact that global majors such as Philips and Whirlpool have stepped in and are looking to
increase their share of the market. The three principal players today are Eureka Forbes, KENT RO
and Hindustan Unilever. Apart from these Zero B- Ion Exchange is also a very dominant player in
some of the markets. In the years to come, we are likely to see others entering the fray too.

Hence, Pentair Waters need to place, position and promote their product in such a way that it possess
a USP that can be in a form of pricing or different aesthetics with intense promotion for the target
customers or market as there is a cut throat competition prevalent in the market. An out of the box
thinking and product can only tap the potential of Indian market. Therefore, it was necessary to know
the consumer expectations, preferences and experience of using RO water purifier along with
covering the Stockiest/Distributors in the Delhi region, monitoring and evaluating the secondary sale
movement, inventory and point of sale visibility and pull at the retailer point to conclude on the best
channel strategy for highest penetration and immediate success for Pentair Waters India Limited-
XIRO RO Purifier.


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The significance of the report lies in the fact that it highlights the selling pattern of RO Purifiers
by retailers and distributors at retail counters, awareness level of customers about Pentair
Waters and challenges before the organization to meet the needs of Retailers, Distributors and
Customers. It also reveals to certain extent, what good methodologies of work should be
adopted to make retail counters more successful and more satisfying to the customers.
































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1. About Water Purifier Industry
As the private sector swamps the market with water purification units to cover all the segments of the
population, the average Indian has awoken to the increasingly urgent need for purified and potable
drinking water. Companies have taken the might of extensive advertising and education of the masses
to instil the idea of paying for clean water in the Indian peoples minds, which for generations had
been free of charge.

In a recent report by TechSci Research, globally more than one billion people lack access to safe
drinking water and approximately 2.4 Billion people lack access to proper sanitation, nearly all of
them in the developing countries, including India. Nearly a third of the worlds population worldwide
live in water-stressed areas. This figure is expected to rise to two-third of the population by 2025.


1.1 Production:
The water purifier market is expected to grow many folds in the coming years. The production rate is
expected to upsurge to as high as 7.1 Million by year 2014. Availability of water purifiers on lower
rates has furthermore driven the market. All available options to suit the convenience needs and usage
along with quality and value has increased the consumer base. Technology combined with health and
the services to prepare and deliver the product, served by well-trained and friendly people in the
minimum time has also helped in increasing the production and will be a key driver for the growing
market.
New dimensions, innovation, discoveries and efforts for providing wholesome healthcare and
wellbeing for all humanity, by introducing various new technologies, will additionally enhance the
production levels. Ultra violet purifiers with percentage share of 55% dominate the market, followed
by purifiers with Ultra filtration with percentage share of 22%. However, RO water purifiers have a
share of 16% as of date; immense increase in demand for the same is predicted in the coming years in
the market.

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1.2 Sales

1.2.1 - by Value
The water purifier industry turnover in India touched INR 1000 crore market during FY10 driven by
growth in production volume of almost 20%. During the last two fiscal years, the water purifier
industry output grew dramatically, by approximately 23% CAGR as compare to FY07 output levels.
In fact, it increased by almost 5% during FY08. In addition to these factors, the increasing awareness
of safe drinking water by Government and private players also enhanced industry output during the
last two years.
The turnover of the water purifier industry in India is expected to surpass INR 2600 Crore by FY14,
driven by increasing demand for home-based and commercial segment. The Home-based segments
are expected to generate more than 80% of the turnover of the water purifier industry and will
continue to dominate the industry landscape in coming years. Also, increasing production capacity
and increasing investment are expected to further add the requisite thrust for industry growth in the
years to come.
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It has been observed that water purifier industry turnover is dominated primarily by Ultra violet
purifiers. Since these purifiers are available in the market from a long time now, are reliable amongst
the consumers. The ease of use has further driven the market, making the market share of 56%. Since
most of the regions in the country have high TDS content in water RO water purifiers are
recommended. RO water purifiers have emerged as second highest turnover purifiers, with 21%
market share. Third dominant purifiers available in the market are Ultra filtration purifiers, with a
share of wallet of 18%. These purifiers are used on large scale for both domestic as well as industrial
purposes, since they are affordable, with low initial cost and no running cost.








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1.2.2 - By Company

There are, no doubt, numerous brands of the RO systems available in the market. One company that
has carved a niche as a household name, and has emerged as leader in RO water purifier systems is
Kent purifiers with a market share of 25% by introducing next generation water purifiers.
With the rising alertness about drinking pure water to lead a healthy life and stay safe from water
borne diseases, more and more people have joined the race of buying advanced water purifiers.
Eureka Forbes the oldest purifiers present in the market has a good share of 20% of RO systems. Ion
exchange and Usha Brita with the sales share of 15% and 12% respectively have also emerged as key
market players. It is RO that is ruling the roost, the purifying technique being recommended at places
where the TDS content in water is very high.
With a varied range of Ultra violet purifiers in the market, Eureka Forbes leads the market with 35%
share of sales. These innovative products with advanced technology ensure that water is purified and
safe. These purifiers make the water lead and pesticide safe thereby providing double purification and
double protection. The market is there after dominated by Kent UV water purifiers with the sales
share of 16%. Kent ultra-water purification system protects drinking water from bacteria and viruses
efficiently. Hindustan Unilever is another key player in the market with 12% share of sales in the
market.


The Ultra filtration systems present in the market also fetch a big share of wallet. These purifiers not
only effectively remove most particles, pyrogens, microorganisms, and colloids above their rated size.
Hindustan Unilever UF water purifiers dominate the market with a distinct share of 39%, followed by
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Eureka Forbes with a share of 30%. Rest all the brands available have almost similar share ranging
approximately from 4% to 8%. These purifiers have additional features like least amount of energy
consumption and high quality water production. Also these systems are re-generable.



1.3 Organized Versus Un-organized

Manufacturing sector plays a very important role in our economy. It contributes to approximately
25% of GDP in the Indian economy. Manufacturing sector is subdivided into Organised and
unorganised sector. Indian water purifier market is dominated by the organised sector. Organised
sector has played a crucial role in spreading the awareness for safe and clean drinking water through
several channels. The most successful results is witnessed with the Direct to Home channel.

The domestic water purifier manufacturers are seen advertising in an irresponsible manner. The
chemical-based technology to purify water has proven to be a serious public health issue. All the
brands fall short of adequate disclosure requirements to enable consumers to make an informed choice
and lack of stringent standards allows these companies to sell their products without checks.

As per our research the market is comprised of both Organised and Unorganised players. Both
organised and unorganised players dominate ultra violet water purifier segment equally. Unlike Ultra
violet purifiers, organised players with a market share of 20% dominantly head RO water purifiers
however; unorganized players have a share as low as 7-8%.
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Revenue share of both organized and unorganized players is nearly similar. As per the industry
analysis, organized and unorganized players sell almost the same number. Eureka Forbes, Kent, Usha
Brita, and Ion exchange are the major organized players. Besides these, there are the cheaper Chinese
products as well. Organised players have slightly more share of wallet with a percentage share of
55%, which is primarily due to increasing awareness amongst the consumers for safe drinking
practices. Local players primarily dominated the Non-EWP segment until recently, when HUL
entered the category with its drip type purifier under the brand Pureit at a break through price it took
over the market by storm. The other key players in this segment are Usha-Brita & Eureka Forbes.









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2. Reverse Osmosis Market

The Reverse Osmosis (RO) technology is proving to be an important solution for drinking water
treatment in India. Reverse osmosis (RO) is a filtration method that removes many types of large
molecules and ions from solutions by applying pressure to the solution when it is on one side of a
selective membrane. The result is that the solute is retained on the pressurized side of the membrane
and the pure solvent is allowed to pass to the other side. To be "selective," this membrane do not
allow large molecules or ions through the pores (holes), but it allows smaller components of the
solution (such as the solvent) to pass freely. More Indians are buying mechanized home water
purifiers than ever before. Those who previously boiled or filtered tap water are now switching to
electrical or chemical based purification systems. Boiling is manual and time consuming whereas
candle water filters are not necessarily 100 per cent effective.

Besides, those who previously drank untreated or partially treated water are now opting to purify
water having either become aware of or suffered the consequences of drinking water straight from the
tap.

The market for RO purifier is mainly sold in the areas where water is salty or tumid. Though several
brands, both Indian and global, are available today, most are based on either of three technologies
UV purification and filtration, reverse osmosis and resin decontamination. Of these, reverse osmosis
systems are known to render raw water 100% microbe free and approximately 90% TDS (total
dissolved solids) free on average.
Reverse Osmosis systems are understood to be suitable where:
Hard and saline raw water
TDS levels above 500 mg per litre
Water sourced from bore wells or deep tube wells
Chemically contaminated water by pesticides, industrial waste and other toxins


Reverse osmosis is one of the most thorough processes currently in use in electrical domestic water
purification systems. In India, Gujarat and parts of Uttar Pradesh are known to have water with high
levels of salts and solids. Reverse Osmosis systems would be useful in such locations.

The major vendors of reverse osmosis water purifiers are currently Eureka Forbes and KENT RO
Systems. Kent Mineral Reverse Osmosis purifier combines UV and reverse osmosis methods to bring
you water that is pure and retains essential natural minerals as well. Eureka Forbes Aquaguard Total
Reverse Osmosis retails at around Rs.14, 500. Whirlpool also offers a Reverse Osmosis purifier,
Purafresh in three models, Deluxe, Elite and Platinum. The prices range from roughly Rs.14,500 to
Rs.23,000.

2.1 Market Dynamics

Talking business logic, the first answer starts by viewing water purifiers as a commodity, an economic
good that must be well-developed and efficiently managed to result in high quality of service for
consumers. The second one sees clean water as a fundamental necessity and right for every human
being. Arguably, the public deserves both high quality with efficient service delivery and basic
needs ensured for all. Both perspectives seem to be within the strategies plans for major
manufacturers, with extensive ranges available and a wide spectrum of prices making this amenity fit
any budget and available to all. There is clearly a huge amount of opportunity to be had in the water
purification market. With penetration of water purifiers at 6 percent in urban India and 1 percent in
rural India, this market is poised to grow at a CAGR of 24 percent between 2010 and 2013. The
drivers of growth of the water purification market include scarcity of clean drinking water, the
untapped market, increasing urbanization, and the spate of water borne diseases.

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Challenges can be summed up by the lack of standards for the purification industry and the low levels
of awareness compared with the total population of the nation. With the increase of low cost purifiers
entering the market, there is a growing popularity of these products. Since a large portion of the
Indian population has very low levels of disposable income, these low-cost purifiers are also
expanding the size of the water purifier market.

2.2 Distribution Trends

The early distribution trend propagated by Eureka Forbes that became prevalent among the players
was door-to-door sales activity. However, as multinationals entered this business, the companies
chose to leverage their appliance distribution network. Later entrants, such as Whirlpool, launched
their products with demos through the extensive network of trade partners, and product features being
communicated thoroughly for interested consumers.
The extension to small appliance outlets has been through distributors specialized in this channel.

Also, different players are moving on to tactical measures in order to differentiate themselves from
the competition. To strengthen its share in the water purifier market, Kent
RO Systems Ltd. has entered retail marketing directly, through exclusive stores called Kent Shoppes.

2.3 Major players

Water purifiers started at the top of the pyramid, but with a large number of models in the higher end
of the market, the companies have moved to the middle and lower ends of the pyramid too. The
market is poised to witness fierce competition as a result of this shift.
The dominant players in the market are Hindustan Unilever Limited, Eureka Forbes, and Kent. The
other aggressive players are Ion Exchange, Usha Brita, Whirlpool, Philips, and the recent entrant, Tata
Chemicals.


1. Hindustan Unilever is popular model Pureit does not need running water or electricity to
purify water. It is available in three variants depending on the level of capacity. The lowest-
priced version retails at Rs.1,000 while the most expensive version is Rs.3,200. Pureit uses a
three-step filtration process and claims that the water that comes out at the end of it meets
American standards for killing bacteria, viruses, and parasites.

2. Eureka Forbes has a large product range which includes Aquaguard, Aquaguard RO,
Aquaguard Storage, and Heavy Metal Remover; with various models in each segment.
Eureka Forbes has recently launched AquaSure, powered with Sure-Kit Shield. It offers units
that utilize conventional filtering techniques along with those using reverse osmosis and
ultraviolet light. Forbes has also been awarded a gold seal from the Water Quality Association
in the US, testifying to the purification capabilities of their products.

3. Kent RO Systems has a wide range of mid-end to high-end purifiers. The company has six
models, Grand, Pearl, Excell, Supreme, Pride, Pearl, Wonder and Elite in the RO category;
five models, Gold Plus, Gold, Gold Optima, Gold Cool, and Crystal in the UF Gravity
category; and Kent Ultra in the UV category, as well as a Kent UF Tap water purifier.
Amongst the newest additions, is the companys entry level purifier, Kent Gold Optima,
which is retailed at Rs.1,250.

4. Tata Chemicals offers two variants of its extremely price-competitive water purifier, Swach
aimed at providing safe drinking water to every Indian household. Swach Smart and Swach
Smart Magic are priced at Rs.749 and Rs.499, respectively.

5. Usha Brita has a range comprising of Water-guard, Aviva, Water-guard Splash and Water-
guard Crystal. The Water-guard Crystal offers auto spill-proof purification with a 3 stage
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purification process; whereas Water-guard Aviva and RO Splash are 6 stage wall mounted
and counter-top water purifiers with a combination of RO+UF+UV+TDS controllers. The
company has launched Spring Water Guard, a new variant in the offline category; it offers a
taste enhancer feature and G-boiling technology. Auto spill-proof purification with a 3 stage
purification process, achieves chemical-free and bacteria-free water, at a very minimal cost.

6. Whirlpool currently offers innovative products with reverse osmosis technology and sells
through the trade channel. The RO range is marketed as Whirlpools Purafresh. It has a silver
impregnated cartridge in its storage tank, ensuring that the processed water remains
completely pure, even while in storage. The Purafresh range also has Direct Flow RO, which
dispenses water at the touch of a button, with a sensor that signals when a filter needs to be
changed. The product is endorsed by the Water Quality Association of the USA.

2.4 Global standards

The Water Quality Associations Gold Seal Certification Program is dedicated to providing public
health and safety services throughout the USA and globally, while maintaining expert service, a
superior reputation, and fair pricing. The Gold Seal Program offers certification of all products and
chemicals that contact drinking water.

WQA (Water Quality Association, USA) awards the Gold Seal to those systems, components or
additives that have met or exceeded industry standards for contaminant reduction, structural integrity,
and material safety. The Gold Seal represents the oldest independent third-party testing and
certification program in the water quality improvement industry.


2.5 New developments

Scientists in South Africa have come up with a novel way of purifying water on a small scale using a
sachet resembling a tea bag, but instead of imparting flavour to the water, the bag absorbs toxins,
filters out and kills bacteria, and cleans the water. The bag was developed by scientists at Stellenbosch
University in South Africa to help communities with no water purification facilities to clean their
water. The bags are made of inexpensive tea bag material and contain Nano-scale antimicrobial fibres
that filter out contaminants and microbes, and granules of activated carbon that kill the bacteria. The
filter presents a decentralized, point-of-use technology. As such, it could find acceptance in the places
where it is needed and where there is insufficient infrastructure for piped water.

In the Indian market, the excitement is being focused on which brand will reign supreme and become
a lasting household name associated with water purification. The potential lies in not just the top or
bottom, but all parts of the pyramid. Each brand is identifying its niche, taking this business very
seriously and looking at increasing their respective shares in the market.











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3. About Pentair

Pentair, Inc. is a Golden Valley, Minnesota based company focused on water technologies and
enclosures for electronic products. Its Water Technologies Group provides products and systems used
worldwide in the movement, treatment, storage and enjoyment of water. Its Technical Products Group
designs and manufactures standard, modified, and custom enclosures that house and protect sensitive
electronics and electrical components. Pentair has approximately 15,000 employees worldwide.
Pentair has grown from $100 million in sales in 1995 to $2.95 billion in 2005

and revenues from
continuing operations in 2006 were $3.15 billion.

3.1 Corporate Governance
Pentair believes that good governance sets the foundation for success. The governance principles they
practice today were built on the Pentair Code of Business Conduct, established more than 30 years
ago.

Some of these practices include:

A strong-minded Board made up of a majority of independent directors.
An independent Lead Director who serves as a direct liaison with management.
Direct access by the Board to independent advisors and experts.
Routine executive Board sessions without management present.
Direct responsibility of Audit Committee for the retention and supervision of our external auditors.
Audit Committee oversight of our internal auditors.
A Code of Business Conduct and Ethics annually affirmed by our employees.
An anonymous hotline available to all employees for reporting compliance or other concerns.
Related Person Transactions Policy to ensure independence and the absence of conflicts.
Political Contributions Policy to ensure contributions are in a manner consistent with our core values
and to protect and/or enhance stakeholder value.

Pentair is proud of their corporate governance practices. As in all areas of their business, they strive to
improve every day through their on-going commitment to the highest standards of corporate
governance.

3.2 Committees of the Board

Pentair's Board of Directors has four standing committees.

1. Audit Committee
Assists the Board with oversight of Accounting, Financial reporting processes and Audits of
Financial Statements.
The members of the Audit Committee are Ronald L. Merriman (Chair), Leslie Abi-
Karam, Jerry Burris, Charles A. Haggerty and David Ho.

2. Compensation Committee
Sets and administers policies that govern executive compensation, including setting the
Named Executive Officers compensation.
The members of the Compensation Committee are David Jones (Chair), William T. Monahan,
Glynis A. Bryan and T. Michael Glenn.
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3. Governance Committee
Identifies individuals qualified to become Directors. Recommends nominees to the Board for
election at annual meetings of shareholders. Oversees public policy matters and compliance
with the Code of Conduct.
The members of the Governance Committee are Glynis A. Bryan (Chair), T. Michael Glenn,
David A. Jones and William T. Monahan.

4. International Committee
Reviews operations outside North America. Assists management in formulating growth,
development and organizational strategies for international business divisions.
The members of the International Committee are David Jones (Chair), David Ho, Ronald L.
Merriman and William T. Monahan.

3.3 Global Business Units

Pentair is a global diversified industrial company headquartered in Minneapolis, Minnesota. Its Water
Group is a global leader in providing innovative products and systems used worldwide in the
movement, treatment, storage and enjoyment of water. Pentair's Technical Products Group is a leader
in the global enclosures and thermal management markets, designing and manufacturing thermal
management products and standard, modified, and custom enclosures that protect sensitive electronics
and the people who use them. With revenues of about $3 billion, Pentair employs approximately
14,500 people worldwide.
Residential Flow Technologies - Pentairs Residential Flow Global Business Unit is a
leading provider of residential water pumps, irrigation and crop spray equipment, and marine
and specialty pumps and accessories. Key markets include residential end users, waste water
dealers and distributors, and agricultural irrigation, and crop protection industries. It also
provides specialty application water management products for recreational vehicles (RV),
marine and mobile fire markets. Residential Flow brands include STA-RITE, Myers,
Hydromatic, Flotec, BERKELEY, AERMOTOR, Simer, Hypro, FoamPro,
SHURflo, Onga, Nocchi and Jung Pumpen
Residential Filtration - Pentairs Residential Filtration Global Business Unit provides clean,
safe, refreshing water to families around the world by using innovative, environmentally-
focused, and energy-saving technologies and solutions. The business addresses consumer
markets with a range of filtration, softener, and deionization products and systems. Pentair
Residential Filtration brands include Fleck, Autotrol, Structural, Aquamatic, PENTEK,
SIATA, WellMate, American Plumber, GE, OMNIFILTER and Fibredyne.
Filtration Solutions - Pentairs Filtration Solutions Global Business Unit is a leading
component and equipment provider in the global marketplace for treating air, gas, water and
other fluids and water and fluid filtration and separation. The business serves a variety of
markets, including commercial, industrial, hospitality, healthcare, and energy. Products range
from pressure vessels, to filtration systems, various filtration media, and separation
technologies and related components. Pentair Filtration Solutions brands include Everpure,
SHURflo, CodeLine and Porous Media.
Engineered Flow Technologies - Pentairs Engineered Flow Global Business Unit is a global
leader in mid-to-large fluid management products and applications. The business delivers a
range of products from the worlds largest flood control pumps to sophisticated fire and
HVAC pumps and products in the municipal, industrial, and commercial markets. Pentair
Engineered Flow brands include Myers, Aurora, Hydromatic, Fairbanks Morse, and Delta
Environmental.
Pool and Spa - Pentair Water Pool and Spa

Global Business Unit is a global leader in

swimming pool and spa and aquatic equipment. The business has built a reputation as an
innovation leader, providing high performance, reliable and energy-efficient filters, controls,
sanitizers, pumps, heaters, cleaners, and accessory products for residential and commercial
25 | P a g e

pool owners and operators. Pentair Pool & Spa brands include Pentair Pool Products

and
Sta-Rite

.
Technical Products - Pentairs Technical Products Global Business Unit is a leading
provider of product and service solutions for enclosing, protecting and cooling electronic
systems. Its industry leading brands provide a broad variety of standard, modified and
engineered solutions to the commercial, communication, energy, electronics, industrial,
infrastructure, medical and security & defence markets. Pentair Technical Product brands
include Hoffman, Schroff, McLean Cooling Technology Aspen Motion
Technologies, CALMARK, Birtcher, and Taunus.

3.4 Global Reach
Pentair employs over 15,000 people worldwide with facilities around the world.


3.5 Leadership
Pentair prides them on having a Win Right attitude and they look to their leaders to uphold Pentairs
values. With strong leadership in place, Pentair continues to improve its business process every day
and further solidifies its standing as a global leader in the water solutions and technical products
industries.

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Randall J. Hogan
Chairman and Chief Executive Officer
Randall Hogan joined Pentair in 1998 and was named Pentairs CEO in 2001.





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Pentair Leadership Team






Michael V. Schrock
President and Chief Operating Officer
Michael Schrock joined Pentair in 1998 and was named President and COO of Pentair in 2006.

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John L. Stauch
Executive Vice President and Chief Financial Officer since 2007, John Stauch has been EVP
and CFO of Pentair.



Frederick S. Koury
Senior Vice President, Human Resources Frederick Koury joined Pentair in 2003 as Senior Vice
President, Human Resources.




Angela D. Lageson
Senior Vice President, General Counsel and Secretary
Angela Lageson joined Pentair in 2002, and in 2010, she was named Senior VP, General Counsel and
Secretary.







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3.6 History
The Founding Five 1966
August 31, 1966, Murray Harpole, Vern Stone, Vincent Follmer, Leroy Nelson and Gary
Ostrand founded Pentair Industries, Inc. The founders based the name of the company from
the Greek root penta-, referring to the five founding partners.
First Public Offering - 1966
The first public offering of Pentair shares occurred on December 6, 1966. Fidelity Bank
served as registrar and transfer agent.
Pentair Corporate Charter 1968
Pentair's original corporate charter was quite specific in defining the general nature of the
business: "To conceive, design, make, manufacture and see: devices which are inflatable with
air and/or gas or substance; and electronic and mechanical devices." In 1968, Pentair updated
its charter to indicate that "the corporation has broad business purposes." With this new
language, the groundwork was laid for Pentair to become a diversified company in control of
its destiny.
The Paper-Led Years 1968-1981
With the purchase of Peavey Paper Mills, Pentair entered the paper industry on June 3, 1968.
While driving Pentair's growth in the paper industry throughout the 1970's, the management
team also focused on examining other avenues for growth and began to diversify the business
portfolio into industrial products in 1978.
The Tools-Led Years 1981-2004
In 1981, Pentair made its first major investment in a non-paper business, acquiring Porter-
Cable, a manufacturer of portable electric power tools. Looking ahead to the future, the team
closely examined opportunities for stronger growth and higher shareholder returns. That
continued focus on improvement led the company to upgrade its portfolio again, and in 2004,
Pentair divested of its tools business and plunged into the water industry.
The Addition of Technical Products 1988-2005
Pentair's first foray into the enclosures industry began in 1988 with the acquisition of
Hoffman Engineering Company. In 1994 and 1997 respectively, Pentair entered European
markets through the acquisitions of Schroff and Transrack, manufacturers of electronic
enclosures. Pentair continued to strengthen its enclosures offerings throughout the 1990's.
In 2005, Pentair enhanced its enclosures business with an acquisition of thermal management
solutions and integration services. Rounding out Pentair's already strong technical products
portfolio, this acquisition enhanced Pentair's ability to serve the ubiquitous electrical and
electronics industries.
Performance Milestone 1989
In 1989, annual sales exceeded $1 billion for the first time. Pentair drove sales to $2 billion in
2004, and just two years later; hit the threshold for $3 billion in sales.
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Performance Milestone 1996
On March 4, 1996, Pentair shares (symbol PNR) began trading on the NYSE.
The Water-Led Years 2004-Today
In 2004, Pentair completed the acquisition of Wicor Industries, bringing more than 5,000
passionate employees and market-leading brands such as Sta-Rite, SHURflo and Hypro to the
Pentair water portfolio.
With the Wicor acquisition, Pentair solidified its $2 billion water technology business to serve
multiple industries worldwide. Today, Pentair continues to strengthen its offering in water
technology, developing innovative solutions to bear on the world's ever-increasing water
consumption needs.
Project Safe water 2007
In 2007, in an effort to affordably solve the world's safe drinking water crisis, the Pentair
Foundation established Project Safe water, a multi-year, $4.7 million research program in
Colon, Honduras.
Scientific data on the health impact and overall effectiveness of Project Safe water has begun
to be gathered, in cooperation with the U.S. Centres for Disease Control and the Honduran
Department of Health.
Performance Milestone 2007
In 2007, Pentair acquired Porous Media and Jung Pumpen. The addition of Porous Media
helped strengthen Pentair's filtration and separation technology portfolio while extending its
reach into attractive new markets. With Jung Pumpen, a German-based pump technology
leader, Pentair expanded its international market penetration.
Pentair Global Citizenship Report 2008
In 2008, Pentair produced its first Global Citizenship Report. The report established an
important benchmark to measure Pentair's collective performance and progress as a global
corporate citizen.
Performance Milestone 2008
In 2008, in a joint venture, Pentair and General Electric combined their respective global
water softener and residential water filtration businesses to provide reliable and affordable
water treatment solutions.
Flood Protection in Gulf 2009
In 2009, Pentair won its largest contract to date of $65 million for the Gulf Intracoastal
Waterway West Closure Complex in New Orleans, Louisiana. It's expected that the pump
station will be the largest in the world, providing flood control throughout New Orleans.
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Performance Milestone 2009
In 2009, Pentair and Nano Terra formed a strategic alliance to develop new solutions in water
treatment.
Pentair Partners with the Twins - 2010
In 2010, under a multi-year sponsorship agreement, Pentair became "The Official Sustainable
Water Provider" for the Minnesota Twins baseball organization and Target Field. Pentair
donated a Rain Water Recycle System designed to allow the Minnesota Twins to recycle rain
water and then use it to wash down the lower decks of the stadium and irrigate the ball field.
It's estimated to reduce the need for municipal water at Target Field by over 50%, saving
more than 2 million gallons of water annually.
Performance Milestone - 2010
In 2010, Pentair increased the company's regular quarterly cash dividend by 13%. The
increase represents Pentair's 31st consecutive annual increase.

3.7 Values

3.7.1 - Win Right. These two words embody both Pentairs drive for success and their dedication to
doing business led by the highest ethical standards. Pentair is committed to building success by
following practices of candour, integrity, trust and respect embraced by every employee. They would
rather lose business for the right reasons than win for the wrong reasons.

3.7.2 - Code of Business Conduct and Ethics
Pentair's Win Right culture is grounded in a written code of ethics, where clear goals are set,
accountabilities are embraced and performance is rewarded. Pentair focus on speed and rigor in their
operations to produce superior results. Their leaders are in tune with their customers and the
marketplace and with the employees as well. Pentair values openness, informality and candid,
conversational exchanges. They convey respect for their customers, employees, suppliers,
shareholders and the communities in which they operate.
3.7.3 - Pentairs Cornerstone
Pentair's Code of Business Conduct is the foundation for specific practices, policies and guidelines
that determines how they conduct day-to-day business, and it remains Pentair's cornerstone. It calls all
employees to help:
Manage Pentair according to the highest business, ethical, moral and civic standards as a public
company
Operate in a manner that earns the respect of their shareholders, employees, communities, customers,
suppliers and all others with a stake in our success
Make Pentair a top-performing company, managed for the long-term benefit of all of their
constituents

To help ensure that the Code remains their cornerstone, every employee, worldwide, receives a copy
of our Code of Conduct when they join Pentair; the Code is available in every major language spoken
by our employees (today, totalling 13 languages).

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3.8 Acquisitions
2004: WICOR Industries, the former water systems subsidiary of Wisconsin Energy. WICOR made
water pumps, filters, and pool equipment components under the Sta-Rite, SHURflo, and Hypro brands
and was bought for $850 million.
2005: Some of the assets of APW were bought for $144 million, which included McLean Thermal
Management, Aspen Motion Technologies and Electronic Solutions. All of these provide thermal
management products and integration services to the telecom, medical, and security industries. This
broadened Pentair's technical products line to include markets outside of the traditional electrical and
electronics businesses.
In 2006: Pentair purchased Germany-based Jung Pumpen GmbH, which makes pumps and other
products for wastewater processing. The deal was completed in early 2007 for $227 million.
Other acquisitions in 2005 and 2006 included Acu-Trol, Inc., Delta Environmental Products, selected
assets of Krystal Klear and a 70% stake in Beijing Jieming Tiandi Environmental Equipment, which
was later renamed to Beijing Pentair Water Jieming and produces fiberglass-reinforced pressure tanks
and filters.
The company has announced an agreement to acquire water filtration and separation firm Porous
Media for approximately $225 million and has said that it plans to continue an active course of
acquisitions, especially to grow its business outside the US.
Pentair is also the holding company of several divisions, including Sta-Rite,

the manufacturer of the
product involved in the death of Abigail Taylor. Her accident led to the Virginia Graeme Baker Pool
and Spa Safety Act, which was approved by the United States Congress and imposed a ban on the
manufacture, sale or distribution of drain covers that don't meet anti-entrapment safety standards.

4. Company Profile

Pentair Water India Limited carries on the grand tradition of its parent company, the inimitable
Pentair Inc. a leader in water solutions and true to its reputation. Pentair Water India brings to India
solutions that help you to control, the worlds valued natural resource water.

Pentair Water India today offers best Water & Waste management systems, Water flow solutions
and swimming pool & spa solutions in its league. Pentair is known for both i.e. cutting edge
technology and the unmatched range of product that makes their presence felt in:
Industrial applications
Commercial installations
Municipal requirements
Residential water solutions

Since 1997, Pentair Water India, a 100% subsidiary of Pentair Inc. has contributed immensely with
its comprehensive, green and technically superior solutions to become a leading name in water
solutions in India. Over the decade the company has grown to enjoy a pan Indian presence and
employ over 600 driven people.
Pentair Inc. today is known for a three pronged approach in its offerings, namelywater solutions,
technical solutions and one of a kind, custom made solutions. Primarily Pentair Inc. is recognized as
33 | P a g e

a leading name in water solutions offering technology and products that let you control and purify
water to attain maximum benefits. Its water solutions, positively impact life across its various
aspects- from water management to safe drinking water in homes, Pentair ensures that its
technology and product gives you something intelligent and sustainable. Typically its range which
can only be termed one of the broadest in the business includes, water pumps, filters, water
systems& solutions. From identifying potential, to harnessing it, to getting safe water in your tap,
Pentair Inc. plays every role in the complete cycle.
It has a state of the art manufacturing facility located at Goa and its corporate office in Noida. It has
an extensive network of sales offices in Mumbai, Ahmadabad, Kolkata, Bangalore, Hyderabad and
Chennai. Pentair Water India has its own unique CDR (Centre for Design & Research) centre at
Noida enriched with 120 engineers which are recruited from finest engineering colleges of India.





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4.1 Companys Financials

4.2 Product Line
Filtration Solution- Water Treatment Components
Water Treatment Systems
Industrial Filtration
Food Filtration Service
Residential Solutions
Flow Technologies
Pool Technologies

4.3 Pentairs Sustainable Future:
The tremendous progress Pentair made in 2011 positions us for another strong year. And its great for
Pentair to be back above $3 billion in sales and $2.00 of EPS. Pentair rebounded nicely and their new
cost structure and profitability provide confidence that new earnings records will be in their near
future but they are not yet back to 2008 sales and EPS levels. Pentair are rapidly moving forward in
2012-13finding ways to improve in everything they do. Pentair is aware about the challenges.
Material inflation is already proving to be a global issue, which is why they are driving pricing actions
and accelerating productivity initiatives to ensure they maintain their growth and earnings momentum.
They believe, by focusing on what they can control and driving their Lean Enterprise and Rapid
Growth Processes, they can move with speed to create an even stronger sustainable company.





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The organization is aligned with clear priorities and a focus on delivering sustainable, profitable
growth today and in the future through:

Leveraging the investments in fast growth regions that Pentair seeded over the past several
years, adding scale and accelerating growth.

Driving another robust new product launch calendar to build on the significant momentum
from 2011 and aligning with the growing, global needs of their customers.

Expanding their systems capabilities and product offerings to accelerate growth through the
broad reach that their global distributor channels provide.

Serving the significant installed base in the U.S. residential market, with roughly 100 million
houses and over 8 million pools in the U.S.


Pentair have a terrific foundation for growth. As a leader in both Water and Technical Products, their
businesses are well positioned to serve the critical needs of their customers across the globe.

The quality of households is enhanced when their money is invested into products such as RO
Purifiers for their basic health needs. Their lives are literally touched by delight. Every individual in
India can be considered as Pentair customer as everyone drinks water to survive. Hence, the company
continues to further and consolidate the initiatives that their establishers set into motion by focusing
on meeting increasing customer demands for products that are eco-friendly, energy efficient and with
intelligent monitoring and control systems.
All economic indicators point towards the manufacturing sector being the future driver of India's
economic growth. India is today preferred destination for sourcing various engineering goods not only
due to low cost but also due to high quality of products. Although, the climate for the manufacturing
sector is bright, the concern is the threat of imminent competition from global players who are already
having settled their manufacturing facilities in India.
The market is expected to remain competitive with an added the element of the competition from
imported products. However, several measures that the company has already taken and its plans for
the future, together with business impact of the various acquisitions, will equip the company to
respond in adequate measure to this competitive pressure.
Pentairs sustainable future is bright.










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5. Project Plan
As the project was detailed and consist of various activities so as per the need of the project it was
divided into two parts
a) Activities to be undertaken
b) Scheduling of activities
5.1 ACTIVITIES TO BE UNDERTAKEN
1) The first activity started off with getting versed with the company, companys operations,
companys business segments, work ethics, hierarchal structure, products and product line.
2) The second was to get versed with the product which was to be dealt with i.e. XIRO. Product
specifications, differential features and pricing strategy involved in XIRO were to be studied by
heart.
3) Then come designing of the questionnaire. Having the questions based on the market situation in
whole Delhi region.
4) Then was to decide and select the region for the research purpose.
5) Then the list of the dealers present in those selected regions was listed through internet.
6) After this activity, cold calls were made to the retailers and distributors confirming their business
activity, goods they traded as well as their availability at shop so as to visit them on time and
return without a failure in collecting data.
7) After ending the visit, a daily report was duly given to company mentor in an oral but descriptive
way on the next very day.
8) Being there as a company representative, company and product catalogue were presented to the
dealers and then they were asked about their knowledge about the company, products they were
dealing with, margins they earn, units they sell, after sales service of the brands they dealing,
margins they desire, credit period, logistics, overall performance of the company and whether
they prefer to be a part of Pentair as a retailer or a distributor.
9) At the time of consumer visit, we first presented them with the products and companys
catalogue, made them verse with companys overview and also with the health issues that can
occur due to impure water, then the questionnaire were conducted to gather information from the
consumer about their RO Purifier experiences, their expected prices for an RO Purifier,
experiences with after sales service of the brand they are using, product performance and at last
their liking about our product.
10) Consumer questionnaire was also conducted online by providing the link of questionnaire on
Facebook, MySurvey.com etc. to attain the response of the customers online as well.
5.2 SCHEDULING OF THE ACTIVITIES
1. On the tenth day of the project, questionnaires were ready to be conducted on retailers,
distributors and the customers.
2. It was decided to first cover the East Delhi, then South, West, North and Central and so on.
3. Schedule of the visit was on the basis of distance from the residence as well as the
activeness/opening of the market at particular day.
4. The markets covered at Eastern Delhi are as follows:
a) Laxmi Nagar
b) Shahdra
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c) Lal Quarter
d) Madhu Vihar
e) West Vinod Nagar
f) Rohtash Nagar
g) Shakarpur
h) Krishna Nagar
5. The markets covered at Southern Delhi are as follows:
a) Vasant Kunj
b) Munirka
c) South Extension
d) Lajpat Nagar
e) Kotla- Mubarakpur
f) Kalka Ji
g) Mehrauli Main Market
h) Nehru Place
i) Masoodpur
6. The markets covered at Western Delhi are as follows:
a) Janakpuri
b) Vikaspuri
c) Uttam Nagar
d) Dwarka
e) Tagore Garden
f) Rajouri Garden
g) Subhash Place
7. The markets covered at Northern Delhi are as follows:
a) Shalimar Bagh
b) Model Town
c) Ashok vihar
d) Kirti Nagar
e) Punjabi Bagh
f) Patel Nagar
8. The markets covered at Central Delhi are as follows:
a) Kamla Market
b) Bhagiratha
c) Chandni Chowk
9. Quick response was obtained while conducting questionnaire because of the shortage of time
with dealers as they had to look after their customers as well.
10. Survey was conducted in the afternoon therefore 7 to 8 dealers were recorded on a regular basis
in accordance with the market area.






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6. RESEARCH METHODOLOGY

6.1 Research objective
Looking at the highly competitive market of the Branded RO Purifiers in Delhi market,
studying the strategy involved in the Distribution touching upon the finer aspects of all the
four Ps, after sales service, customer response time, visibility, Brand Equity.
Delving in depth and doing a comparative SWOT to suggest positive changes in Pentair
Waters India Limited distribution strategy to strengthen the position.
To evaluate and determine the right channel partner model for the successful retail launch of
XIRO- Point of Usage (POU) RO Water Purifier from Pentair and recommending the best
way forward
To give leads to Pentair Waters India Limited about willing Channel partners of Competition
who are ready to carry Company Products & actively assist them in their Channel Network
Development. The objective was to generate business for the company in the DELHI
MARKET.
To gather information from retailers and distributors about their expectations with the
company about Product, Pricing basically margin and after sales service of the brands they are
dealing with.
To gather information from the consumers about their RO Purifier experience, preferences,
after sales service response and pricing preference.
To record customers acceptance of the Pentairs Waters India new product named XIRO-
Shield of Purity.
6.2 Significance of the research:
Research is a step towards the awareness of the expanding needs of the customers and thereby to meet
them. Hence, a detailed research is required to know as to what is lacking in the system and what can
be done thereof.
A recent study of the corporate world has clearly established the fact that only such of those
corporations which have given their consumers maximum value for their money, have survived and
further, only such of those companies that have gone beyond the stage of satisfying the consumers
into delighting them by exceeding their expectations have really grown beyond ones wildest dreams.
The significance of the report lies in the fact that it highlights the selling pattern of RO Purifiers
by retailers and distributors at retail counters, awareness level of customers about Pentair
Waters and challenges before the organization to meet the needs of Retailers, Distributors and
Customers. It also reveals to certain extent, what good methodologies of work should be
adopted to make retail counters more successful and more satisfying to the customers.




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7. Research Process
The project was completed in the following stages:
Stage 1: Understanding the company, companys expectations from the project, product to be
dealt with (XIRO), product specifications and pricing.
Firstly company orientation was conducted which later was carried on by companys way of working,
companys requirement and expectations with the project, product knowledge and specifications.
Company guide was allotted followed by explaining the hierarchal structure of the company. Later
company guide also cleared the expectations with the project, work required to be done, XIROs
introduction, specifications of the same and pricing strategy adopted. Also he cleared the expected
distribution channel partner that company is looking forward to attain.
Stage 2: Problem definition and designing of questionnaire
The objective was identified and fixed. Sampling methodology was adopted i.e. using two sets of
Questionnaire (One for Consumer and the other for the Retailer), identifying the various critical
parameters essential for the smooth movement of Pentair RO- XIRO and evaluating it on the diverse
points of Product, Pricing, Placement and Promotion as a comprehensive package.
Retailer questionnaire would be testing the efficacy of both push sale (Persuasive personal selling
using In-shop demonstrators) and pull sale through Sales Promotion Activities like point of sale
displays, print media etc.
Whereas consumer questionnaire will cater to consumer expectations i.e. the desired attributes on all
the Four Ps.
Under the expert guidance of company guide a well-defined questionnaires were made, i.e. Retailers
questionnaire and Consumer questionnaire.
Questionnaire were qualitative in nature therefore null hypothesis was involved. Questionnaires were
combination of both open-ended and close-ended questions. It was perfectly design as per the
company requirements i.e. information that the company was concerned with. It was tried not to
restrict the retailers and consumers with the limited number of answers using Likert scale or any other
statistical tool.
Stage 3: Listing and selecting desired markets and counters to be visited
Visit was designed according to the zone distribution of New Delhi. Every zone had particular
markets which were dominantly selling RO Purifiers. And under every market there were 3-4 big
counters who were the dealers of organized RO Industry brands like Kent RO, EFL and HUL.
Markets were identified by open source i.e. internet. Then, for that particular market, list of retailers
were drawn out from Justdial.com along with their mobile numbers and address.
Then, cold call was made to them from the companys facility and a very brief detail about the
company was given which was followed by the request of appointment or simply their free time in
which visit can be made and questionnaire can be conducted without fail. Visiting also confirmed
there status i.e. whether they are big counters or not. This status confirmed that the counter is a
potential retailer or distributor to carry Pentair XIRO or not.
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Stage 4: Data Collection
New Delhi was covered by forming visit schedule according to the zones i.e. East Delhi, South Delhi,
West Delhi, North Delhi and Central Delhi. Schedule of the visit was on the basis of distance from the
residence as well as the activeness/opening of the market at particular day. Overall 60 big counters
were covered across all the zones of New Delhi and 120 consumer respondents were recorded.
Dealers questionnaire was conducted with a quick response them, keeping in mind the time they had
during the shop hours as they had to look after the customers as well. It was tried not to disturb the
dealers in between of them handling the customers. All the retailers and distributors of the organized
RO Industry were taken into consideration i.e. dealing the brands of organized RO Industry i.e. Kent
RO, Eureka Forbes and Hindustan Lever. Usha Brita and Whirlpool are already losing their stakes and
hold in the market due to massive dominance of the above mentioned three brands. Therefore, they
are not much a matter of concern of XIRO smooth movement and sale. If the dealer refused to
participate that time then, appointment for next meeting was requested from them.
Consumers questionnaire was conducted by two ways:
i. In personal conversation and conducting questionnaire
ii. Posting the questionnaire on Facebook and Mysurvey.com and recording the data thereafter.
Stage 5: Data Analysis and Interpretation:
Data was interpreted and inferences were drawn and transformed to meaningful information for the
use of management i.e. it suggested positive changes in Pentair Waters India XIRO marketing
strategy, Distribution strategy & after sales services to strengthen the entry in the market with an
impact and to attain immediate success and attain organizational goals effectively and efficiently.
Analysis was done on MS Excel. Sales figures of dealers, margins they earned and after sales
response of each brand were recorded. Moreover, their expectations from Pentair XIRO were
recorded as well. Sales figures helped to attain desired outcomes for Pentair i.e. which category of
Water Purifier is selling highest in a particular area, brand selling highest in a particular area and area
selling maximum number of RO Purifiers. TDS levels at a particular area, percentage of margin
earned from each of the brands were also attained from the dealers questionnaire. Adding to it, after
sales report/standing of each company were recorded, special schemes if provided by the competitors,
as well as the on role and off role personals provided by the competitors were derived easily. Dealers
questionnaire also cleared that what are the attributes in a product and offers from company they
prefer the most while selecting a product for distributorship or retailoring, what kind of promotional
strategy they want for XIRO. Lastly, it helped to know the Brand awareness of Pentair Waters in the
Delhi market i.e. in the minds of retailers and distributors hand in hand with the acceptability of XIRO
also i.e. whether they want to be a part of this organization as its dealer or not.
Consumers questionnaire helped to gather information about their Water Purifier experiences in
terms of performance, maintenance cost, after sales service and worth for money. It also helped to
attain knowledge about customer way of thinking sequentially before making a purchase decision,
whether they consider aesthetics more or number of stages or the price or the Brand or the
maintenance cost etc. It also helped to gather complaints of the brands faced by the consumers.
Consumer questionnaire also delivered Pentair Waters brand awareness in the minds of the
consumers. Lastly, it helped to know the acceptability of XIRO from consumers point of view,
41 | P a g e

whether they liked XIRO and what price do they expect for XIRO, what kind of maintenance cost and
after sales service do they expect.
These results and inferences from data analysis and interpretation will help Pentair to equip
themselves from the fierce competition and place and price XIRO in the same way, so that they can
pull dealers attention towards it. Also it tells Pentair Waters what attributes of Four Ps do the
consumer expect in the market from XIRO. Placing it at the right counters i.e. which are in reach of
maximum consumers and promotional strategy to be adopted for XIROs USP and unique pricing
strategy to create a pull will be recommended from this analysis and interpretation.
7.1 Research Design
Market research is a systematic collection, analysis and reporting of data and findings relevant to a
specific marketing situation facing the competition.
The research design encompasses the following information:
7.2 Data Source
Collection of data was primary as it was collected by the means of detailed questionnaire from various
retailers, distributors and consumers across New Delhi.
7.3 Research Instrument
Sampling methodology was adopted i.e. using two sets of Questionnaire (One for Consumer and the
other for the Retailer), identifying the various critical parameters essential for the smooth movement
of Pentair RO- XIRO and evaluating it on the diverse points of Product, Pricing, Placement and
Promotion as a comprehensive package.
Retailer questionnaire would be testing the efficacy of both push sale (Persuasive personal selling
using In-shop demonstrators) and pull sale through Sales Promotion Activities like point of sale
displays, print media etc.
Whereas consumer questionnaire will cater to consumer expectations i.e. the desired attributes on all
the Four Ps.
Questionnaire were qualitative in nature therefore null hypothesis was involved. Questionnaires were
combination of both open-ended and close-ended questions. It was perfectly design as per the
company requirements i.e. information that the company was concerned with. It was tried not to
restrict the retailers and consumers with the limited answers using Likert scale or any other statistical
tool.
7.4 Sample Design
Dealers of Organized RO Industry brands in Delhi Markets.
Sample size is 60 respondents.
Sample procedure is purposive and selective sampling.
Sample type is cluster sampling.

Customers were basically Water Purifier users or going to be one
Sample size is 120 respondents.
Sample procedure is purposive and selective sampling.
42 | P a g e

Sample type is cluster sampling.

*Note: Cluster Sampling: Cluster sampling is a sampling technique used when "natural" but
relatively homogeneous groupings are evident in a statistical population. It is often used in marketing
research. In this technique, the total population is divided into these groups (or clusters) and a simple
random sample of the groups is selected. Then the required information is collected from a simple
random sample of the elements within each selected group. This may be done for every element in
these groups or a subsample of elements may be selected within each of these groups. A common
motivation for cluster sampling is to reduce the average cost per interview.
7.5 Contact Method
Personal Interview and Telephonic conversation were adopted in case of retailers
questionnaire.
Personal Interview and internet survey tool were used in case of consumers questionnaire.
7.6 Research Approach
Field Survey was adopted as being close to the market helps in getting correct primary data
and one can be more descriptive and suggestive while talking in personal. Field survey was
also adopted for one more reason i.e. identifying big counters of RO Purifier Dealers and
giving leads to Pentair Waters India Limited about willing Channel partners of Competition
who are ready to carry Company Products majorly XIRO & actively assist them in their
Channel Network Development. The inner objective of this approach to be adopted was to
generate business for the company in the DELHI MARKET.
7.7 Research Type
Conclusive (descriptive) - A descriptive approach has been adopted in the study. The data has been
generated through extensive survey method i.e. with the help of two detailed questionnaires.
7.8 The parameters on which the retailers and distributers were queried were as follows:
TDS Levels in the area near their counters.
The quality of the RO products provided by the company they are dealing with.
The RO Purifiers brands they are selling.
Whether RO is selling more or RO + UV or Gravity Purifiers or UV Purifiers.
The units sold from their outlet during a month of each brand.
The distribution channel of the companies in this segment.
The level of after sales services provided by the company.
Best after sales service.
Margins provided by the company.
Most profitable brand.
Their expected margin from the companies.
43 | P a g e

The visits of the company employees to their counter.
The awareness of the policy changes, products, and market situation.
The no. of players in the market.
Bestselling RO Purifier brand from their counter.
Knowledge about Pentair Waters.
Interest in Pentair Waters India Limited XIRO Purifier.
Price to be quoted for XIRO
Margins they expect from XIRO if they are interested in being a retailer or distributor for the
same.
Kind of promotion strategy required for Pentair XIRO.
Other suggestions for Pentair Waters India Limited and guiding us with any other areas of
improvement required for success of XIRO.
7.9 The parameters on which the consumers were queried were as follows:
Whether they are using any water purifier.
TDS Levels at their residence.
About brand they are using.
Flaws and complaint about the purifier they are using.
Water Purifier experiences in terms of performance, maintenance cost, after sales service and
worth for money.
Way of thinking sequentially before making a purchase decision
The acceptability of XIRO from consumers point of view, whether they liked XIRO and
what price do they expect for XIRO, what kind of maintenance cost and after sales service do
they expect.










44 | P a g e

8. Analysis And Interpretation Of Activity
8.1 INTERPRETATION BASED ON THE RESPONSES OBTAINED THROUGH
DEALERS QUESTIONNAIRE (Sample Size = 60)
Region Wise
South Delhi Market:
Brand Monthly Sales Yearly Sales
Kent RO 86 1032
Eureka Forbes 74 888
Hindustan Unilever 18 216
Total 178 2136
Table 8.1

Figure 8.1 - Kent vs. EFL vs. HUL (yearly sales figures)
As the above figure 8.1 states, Kent RO is leading the yearly sales of South Delhi Market with 1032
units followed by Eureka Forbes with 888 units and then comes Hindustan Unilever with 216 units.
Make Monthly Yearly
Reverse Osmosis 114 1368
Reverse Osmosis + Ultraviolet 64 768
Total 178 2136
Table 8.2

Figure 8.2 RO vs. RO + UV (yearly sales figures)
Clearly, figure 8.2 justifies that RO Water Purifiers are selling at massive rate which indicates that
South Delhis market has a great potential for XIROs placement. Residences at South Delhi are
1032
888
216
Kent in Total Eureka Forbes in Total HUL in Total
1368
768
RO In Total RO + UV in Total
45 | P a g e

facing high turbidity in their water supply. Therefore, they are in a need of a RO Water Purifier for
their healthy living.
Kent RO selling at the first position shows its market penetration in South Delhi market. Its pull at the
retailers point and push through advertisements had attracted the masses of South Delhi to buy Kent
ROs wide range of variants. Each and every outlet has one or more variants of Kent RO selling.
Moreover, South Delhi market comprises of business class buyers who believe that more the price of
a product best it is.
Eureka Forbes selling at the second position has been not very less dominant than Kent RO. They are
also very deeply penetrated and are capitalizing its way old well build brand image by the name of
Aquagaurd. They have also introduced wide range of variants and thereby expanded their product
line. Customers have got options to select their RO Purifier as per their needs i.e. the Turbidity
conditions they are dealing with.
Hindustan Unilever on the other hand, is not able to build a successful path for their product. Kent RO
and EFL are massively dominating, one through its Push and Pull strategies and other capitalizing its
already build old brand image. HUL are offering just a single RO purifier called Marvella RO which
gives customers a very limited option to choose. As Indian buyers have a tendency to seek complete
knowledge about the product, they need various options to ponder upon and most importantly their
minds and purchase decision are being majorly affected by the Brand Image of the product. HUL
being new to this segment therefore got a very meek response.
East Delhi Market:
Brand Monthly Sales Yearly Sales
Kent Ro 125 1500
Eureka Forbes 192 2304
Hindustan Unilever 47 564
Total 364 4368
Table 8.3

Figure 8.3 Kent RO vs. EFL vs. HUL (yearly sales figures)
Figure 8.3 suggests that Eureka Forbes is the market leader in the markets of East Delhi. EFL is
selling at dominant rate with a huge figure of 2304 units followed by Kent RO with 1500 units. HUL
again holds the last place in the East Delhi market too.
East Delhi has a supply of low turbidity contained water therefore buyers here ponders more over low
priced water purifier with a nominal specifications i.e. they are not willing spend on the Water
Purifier which is costly and bombarded with multiple stages of filtration and etc. EFL has tapped this
requirement of East Delhi market and is providing them RO at very affordable prices with their two
models called Nano (MRP. Rs.9999) and Elegant (MRP. Rs.11599).
1500
2304
564
Kent in Total Eureka Forbes in Total HUL in Total
46 | P a g e

Kent RO here is less dominant as compared to South Delhi market. Consumers here are more of
service class who believes to spend less on luxurious and costly goods. Therefore, Kent RO with its
high prices is out casted here as compared to South Market.
Hindustan Unilever on the other hand, is not able to build a successful path for their product. Kent RO
and EFL are massively dominating, one through its Push and Pull strategies and other capitalizing its
already build old brand image. HUL are offering just a single RO purifier called Marvella RO which
gives customers a very limited option to choose. As Indian buyers have a tendency to seek complete
knowledge about the product, they need various options to ponder upon and most importantly their
minds and purchase decision are being majorly affected by the Brand Image of the product. HUL
being new to this segment therefore got a very meek response.
Make Monthly Yearly
Reverse Osmosis 240 2880
Reverse Osmosis + Ultraviolet 124 1488
Total 364 4368
Table 8.4

Figure 8.4 RO vs. RO+UV (yearly sales figures)
Figure 8.4 suggests that RO + UV purifiers are not in a great demand in the East Delhi market
because of low turbidity conditions in the East Delhi area. People prefer RO Purifier to suffice their
need and requirement of a RO Water Purifier. There are some places too where in RO Purifier is not
required as such, but buyers employ RO purifier to be on the safer side.

West Delhi Market:
Brand Monthly Sales Yearly Sales
Kent RO 455 5460
Eureka Forbes 191 2292
Hindustan Unilever 60 720
Total 706 8472
Table 8.5
2880
1488
0
500
1000
1500
2000
2500
3000
3500
RO In Total RO + UV in Total
47 | P a g e


Figure 8.5 Kent vs. EFL vs. HUL (Yearly sales figures)
Figure 8.5 suggests that Kent is leading West Delhi market with a massive yearly sale of 5460 units
followed by Eureka Forbes with 2292 units. HUL again stands last with 720 units.
Water supply in West Delhi is most adulterated amongst all the regions of Delhi. Turbidity level at
West Delhi is very high therefore it is a necessity for residents there to employ a Water Purifier at
their homes.
Kent RO selling at the first position shows its market penetration in West Delhi market. Its pull at the
retailers point and push through advertisements had attracted the masses of West Delhi to buy Kent
ROs wide range of variants. Each and every outlet has two or more variants of Kent RO selling.
Hindustan Unilever is not able to build a successful path for their product Marvella RO. Kent RO and
EFL are massively dominating, one through its Push and Pull strategies and other capitalizing its
already build age old brand image. HUL are offering just a single RO purifier called Marvella RO
which gives customers a very limited option to choose. As Indian buyers have a tendency to seek
complete knowledge about the product, they need various options to ponder upon and most
importantly their minds and purchase decision are being majorly affected by the Brand Image of the
product. HUL being new to this segment therefore got a very meek response.

Make Monthly Sales Yearly Sales
Reverse Osmosis 235 2820
Reverse Osmosis + Ultraviolet 471 5652
Total 706 8472
Table 8.6
5460
2292
720
0
1000
2000
3000
4000
5000
6000
Kent in Total Eureka Forbes in Total HUL in Total
48 | P a g e


Figure 8.6 RO vs. RO + UV (Yearly Sales)
As the turbidity levels at West Delhi are massively high therefore consumers want to employ RO
Purifiers which provide them with the best possible pure water. Therefore, Figure 8.6 justifies that RO
+ UV water purifiers are needed and demanded more at West Delhi so as to attain totally clean and
pure water to survive. As the turbidity level is really high therefore, RO Purifiers enhanced with UV
filter are demanded more at West Delhi.
Kent RO provides wide range of products in the RO + UV Segment like Grand Plus, Pearl and Pride
therefore sale of Kent is extremely high at West Delhi as RO + UV water purifiers are widely
demanded here.
Kent RO and EFL face a very tough competition from the unorganized RO industry. Some of the
local players settled at West Delhi are giving a cut throat competition by imitating Kent RO and EFL
models and providing them by the name of Aquafresh at comparably low prices then original Kent
RO and EFL.


Figure 8.7 Yearly sales of Kent, EFL and HUL in Unorganized RO Market
2820
5652
RO In Total RO + UV in Total
5460
2292
720
3000
480
Kent in Total Eureka Forbes in Total HUL in Total Aquafresh Others
49 | P a g e


Figure 8.8 Percentage sales standing of Kent, EFL and HUL in Unorganized RO Market
Figure 8.8 suggests that after Kent RO, Aquafresh dominates the West Delhi market. Unorganised
sector is booming at West Delhi as the local players are imitating them and selling the same looking
models at very cheap prices.
On adding percentage sales Aquafresh and Others it constitutes to 29.12 % which is next to Kent RO
in West Delhi market and more than EFL and HUL in totality.
This Unorganized RO sector is alarming for these big brands and is also a matter of consideration at
the time of placement of XIRO.
North Delhi Market:
Brand Monthly Sales Yearly Sales
Kent RO 140 1680
Eureka Forbes 61 732
Hindustan Unilever 13 156
Total 214 2568
Table 8.7

Figure 8.9 Kent vs. EFL vs. HUL (Yearly Sales Figures)
Figure 8.9 suggests that amongst organized RO sector at North Delhi market Kent RO sales stands
first with 1680 units yearly followed by EFL with 732 yearly units. HUL again has been dominated
by Kent RO and EFL.
45.68
19.18
6.02
25.10
4.02
0.00
5.00
10.00
15.00
20.00
25.00
30.00
35.00
40.00
45.00
50.00
Kent in Total Eureka Forbes in
Total
HUL in Total Aquafresh Others
1680
732
156
0
500
1000
1500
2000
Kent in Total Eureka Forbes in Total HUL in Total
50 | P a g e

Hindustan Unilever is not able to build a successful path for their product Marvella RO. Kent RO and
EFL are massively dominating, one through its Push and Pull strategies and other capitalizing its
already build age old brand image. HUL are offering just a single RO purifier called Marvella RO
which gives customers a very limited option to choose. As Indian buyers have a tendency to seek
complete knowledge about the product, they need various options to ponder upon and most
importantly their minds and purchase decision are being majorly affected by the Brand Image of the
product. HUL being new to this segment therefore got a very meek response.
Kent RO and EFL face a very tough competition from the unorganized RO industry. Some of the
local players settled across New Delhi are giving a cut throat competition by imitating Kent RO and
EFL models and providing them by the name of Aquafresh at comparably low prices then original
Kent RO, EFL and HUL.

Figure 8.10 Yearly sales of Kent RO, EL and HUL in Unorganized RO Market
Amongst Unorganized RO Market Kent RO, HUL and EFL are massively dominated by the local
players at North Delhi market as suggested in Figure 8.10. Local players are selling the imitations at a
massive rate with 3060 units and stands at the first place before Kent RO.

Figure 8.11 Percentage sales standing of Kent, EFL and HUL in Unorganized RO Market
Figure 8.11 clearly states that the local players dominate the branded players in the Unorganized RO
market. Local players tapped the demand for RO Purifiers in the North Delhi, demand which occurred
due to high levels of turbidity prevalent there in the North Delhi market.

1680
732
156
3060
0
500
1000
1500
2000
2500
3000
3500
Kent in Total Eureka Forbes in
Total
HUL in Total Aquafresh and
others in Total
29.85
13.01
2.77
54.37
Kent in Total Eureka Forbes in Total HUL in Total Aquafresh and others in Total
51 | P a g e

Central Delhi Market:
Brand Monthly Sales Yearly Sales
Kent RO 260 3120
Eureka Forbes 110 1320
Hindustan Unilever 50 600
Total 420 5040
Table 8.8

Figure 8.12 - Kent vs. EFL vs. HUL (Yearly Sales Figures)
As the above figure 8.12 states, Kent RO is leading the yearly sales of Central Delhi Market with
3120 units followed by Eureka Forbes with 1320 units and then comes Hindustan Unilever with 600
units.

Figure 8.13 - RO vs. RO + UV (Yearly Sales)

3120
1320
600
0
500
1000
1500
2000
2500
3000
3500
Kent in Total Eureka Forbes in Total HUL in Total
1488
3552
RO In Total RO + UV in Total
52 | P a g e

Clearly, Figure 8.13 justifies that RO + UV Water Purifiers are selling at massive rate which indicates
that Central Delhis market has a great potential for XIROs placement. Residences at Central Delhi
are facing high turbidity in their water supply. Therefore, they are in a need of a RO Water Purifier for
their healthy living.
Kent RO selling at the first position shows its market penetration in South Delhi market. Its pull at the
retailers point and push through advertisements had attracted the masses of Central Delhi to buy Kent
ROs wide range of variants. Each and every outlet has one or more variants of Kent RO selling.
Eureka Forbes selling at the second position has been relatively less dominant than Kent RO. They are
also deeply penetrated and are capitalizing its way old well build brand image by the name of
Aquagaurd. They have also introduced wide range of variants and thereby expanded their product
line. Customers have got options to select their RO Purifier as per their needs i.e. the Turbidity
conditions they are dealing with.
Hindustan Unilever on the other hand, is not able to build a successful path for their product. Kent RO
and EFL are massively dominating, one through its Push and Pull strategies and other capitalizing its
already build old brand image. HUL are offering just a single RO purifier called Marvella RO which
gives customers a very limited option to choose. As Indian buyers have a tendency to seek complete
knowledge about the product, they need various options to ponder upon and most importantly their
minds and purchase decision are being majorly affected by the Brand Image of the product. HUL
being new to this segment therefore got a very meek response.
Due to high levels of turbidity at Central Delhi, consumers demand for RO + UV more so as to get
permeate water more pure and safe. Therefore, RO + UV are selling relatively at a higher rate than
RO Purifiers.
Delhi wise:
Kent RO vs. Eureka Forbes vs. Hindustan Unilever (Percentage Sales) Organized RO
Market


Figure 8.14 Kent vs. EFL vs. HUL standings in overall Delhi Market (Organized Sector)
Amongst the organized RO market, Kent RO is dominating in sale and is at first place by 56.64 %
followed by Eureka Forbes with 33.37 % and standing at the last position is Hindustan Unilever with
9.99 %.
Kent RO is the bestselling RO Purifier in the Delhi Market with a 56.64 % share in overall sales in
Organized RO Market. Kent RO has been dominant in this sector through their strategized and strong
push and pull sale. Pull at retailers point and push by bombarding advertisements. Kent RO has also
56.64
33.37
9.99
Kent RO Eureka Forbes Hindustan Unilever
53 | P a g e

boosted their sale by appointing superstar Mrs. Hema Malini as their Brand Ambassador. India being
Bollywood lovers are very much influenced by such promotional activities.
Kent RO has a very intense penetration in Delhi market. Each and every prominent shops of Delhi
market are dealing with Kent RO as they have built up their brand name in such a strong way. They
have involved Stockists/ Distributors in every region of Delhi i.e. North, South, East, West and
Central. For Distributor there are 25 retailers point to be handled. Distributors are maintaining their
stocks as per the demand conditions in the market they are dealing with.
Eureka Forbes is the second bestselling RO Purifier in the Delhi market with a 33.37 % share in
overall sales in Organized RO Market. EFL has been dominant in this sector by capitalizing their age
old well build brand name. EFL doesnt create a push by bombarding advertisements. Being a very
important and old player in this segment EFL capitalizes its brand name. Eureka Forbes has also
achieved in creating intense penetration in the Delhi Market.
EFL has involved various distribution strategies. They have appointed 3 super stockists for 5 Delhi
regions. First handling East and Central Delhi, second one with South Delhi and last one with North
and West Delhi. Each super stockists takes care of around 20-30 retailers under them. This is a
traditional distribution system. Secondly they have employed other strategy as well called Business to
Consumer. They have appointed agents from their company and didnt disclose their complete
product line in the market. For traditional distribution channel, they made Nano, Elegant and
Aquasure RO + UV available in the market with the distributors/stockists and retailers. For business
to consumer, consumer has to contact company agent for employing their products like Spring Fresh
and Reviva at home.
Hindustan Unilever is not able to build a successful path for their product Marvella RO as it can be
clearly figured out from Figure 8.14. Its share in overall sales in Organized RO market is very low i.e.
9.99 %. Kent RO and EFL are massively dominating, one through its Push and Pull strategies and
other capitalizing its already build age old brand image. HUL are offering just a single RO purifier
called Marvella RO which gives customers a very limited option to choose. As Indian buyers have a
tendency to seek complete knowledge about the product, they need various options to ponder upon
and most importantly their minds and purchase decision are being majorly affected by the Brand
Image of the product. HUL being new to this segment therefore got a very meek response.
Kent RO vs. Eureka Forbes vs. Hindustan Unilever (Percentage Sales) Unorganized
RO Market


Figure 8.15 Kent vs. EFL vs. HUL standings in overall Delhi Market (Unorganized Sector)
43.92
25.88
7.75
22.46
Kent RO Eureka Forbes Hindustan Unilever Aquafresh and others
54 | P a g e

Amongst the unorganized RO market, Kent RO is dominating in sale and is at first place by 43.92 %
followed by Eureka Forbes with 25.88 %. Not very far are local players constituting of 22.46 % and is
at the third place followed by HUL constituting of 7.75 %.
Kent RO is the bestselling RO Purifier in the Delhi Market with a 43.92 % share in overall sales in
Organized RO Market. Kent RO has been dominant in this sector through their strategized and strong
push and pull sale. Pull at retailers point and push by bombarding advertisements. Kent RO has also
boosted their sale by appointing superstar Mrs. Hema Malini as their Brand Ambassador. India being
Bollywood lovers are very much influenced by such promotional activities.
Kent RO has a very intense penetration in Delhi market. Each and every prominent shops of Delhi
market are dealing with Kent RO as they have built up their brand name in such a strong way. They
have involved Stockists/ Distributors in every region of Delhi i.e. North, South, East, West and
Central. For Distributor there are 25 retailers point to be handled. Distributors are maintaining their
stocks as per the demand conditions in the market they are dealing with.
Eureka Forbes is the second bestselling RO Purifier in the Delhi market with a 25.88 % share in
overall sales in Organized RO Market. EFL has been dominant in this sector by capitalizing their age
old well build brand name. EFL doesnt create a push by bombarding advertisements. Being a very
important and old player in this segment EFL capitalizes its brand name. Eureka Forbes has also
achieved in creating intense penetration in the Delhi Market.
EFL has involved various distribution strategies. They have appointed 3 super stockists for 5 Delhi
regions. First handling East and Central Delhi, second one with South Delhi and last one with North
and West Delhi. Each super stockists takes care of around 20-30 retailers under them. This is a
traditional distribution system. Secondly they have employed other strategy as well called Business to
Consumer. They have appointed agents from their company and didnt disclose their complete
product line in the market. For traditional distribution channel, they made Nano, Elegant and Aqua
sure RO + UV available in the market with the distributors/stockists and retailers. For business to
consumer, consumer has to contact company agent for employing their products like Spring Fresh and
Reviva at home.
Local players are the matter of concern for all the branded players. With increasing awareness among
population about water borne diseases, demand for RO Purifiers has increased tremendously. With
such hike in demand, number of local players is increasing day by day who imitate design and
specifications of the branded players and sell them at way low prices which are proving out to be
hazardous for sale of the branded RO Purifiers.
Kent RO and EFL face a very tough competition from the unorganized RO industry. Some of the
local players settled across New Delhi are giving a cut throat competition by imitating Kent RO and
EFL models and providing them by the name of Aquafresh at comparably low prices than original
Kent RO, EFL and HUL.
Figure 8.16 show that local players are dominating this unorganized RO market. With a constitution
of 22.46 % in the overall sales of RO purifiers it has become alarming for EFL and Kent RO to save
their stakes in this sector as well. Local players are also a great matter of concern for the new entrants
as they can hamper its placing and positioning.








55 | P a g e

Reverse Osmosis Purifiers vs. Reverse Osmosis + Ultraviolet Purifiers (Percentage sales)

Figure 8.16 - Reverse Osmosis Purifiers vs. Reverse Osmosis + Ultraviolet Purifiers (Percentage
sales)
With increasing awareness of water borne diseases and other health hazards through unsafe water in
the masses of Delhi has massively increased demand for RO Purifiers. Price difference between RO
and RO+UV is Rs.1000 1500 only. Therefore consumers dont want to take any chances with their
health and is ready to pay for RO+UV instead of RO. Their preference has shifted from RO to
RO+UV as it can be clearly drawn out Figure 8.16.
Consumer wants as much permeate flow he can attain from their Water Purifier. Therefore, with
increasing awareness of water borne diseases and massive impure water in Delhi they dont want to
take chances by just employing a RO Purifier. For safer water, they are ready to employ RO+UV
water purifier at their residences to secure themselves from kinds of water borne diseases.
Region wise overall Sales Figures across Delhi of Water Purifiers (Percentage
Standings)
41.82
58.18
0.00
10.00
20.00
30.00
40.00
50.00
60.00
70.00
Reverse Osmosis Reverse Osmosis + Ultra Voilet
56 | P a g e


Figure 8.17 - Region wise overall Sales Figures across Delhi of Water Purifiers (Percentage
Standings- Organized Sector)

West Delhi being most water polluted i.e. with high levels of TDS (Total Dissolved Solids) is the
most potential market for XIROs placement. West Delhi shares the overall sales of Water Purifiers
by 37.51 %. This is justified as it the most polluted area in terms of water supply.
Central and East Delhi shares the overall sales of Water Purifiers by 22.32 % and 19.34 %
respectively. These two are the second most potential market for XIRO.
North Delhi and South Delhi shares the overall sales of Water Purifiers by 11.37 % and 9.46%
respectively.
Other results and conclusions from the interpretation of Dealers Questionnaire:
As the Dealers questionnaire was qualitative in nature therefore null hypothesis was involved.
Questionnaire was combination of both open-ended and close-ended questions. It was perfectly design
as per the company requirements i.e. information that the company was concerned with. It was tried
not to restrict the retailers and consumers with the limited number of answers using Likert scale or
any other statistical tool.
The dealers questionnaire catered to selling patterns, distribution channels, promotional strategies,
consumer response and sales figures of the various competitors for Pentair- XIRO along with testing
the efficacy of both push sale (Persuasive personal selling using In-shop demonstrators) and pull sale
through Sales Promotion Activities like point of sale displays, print media etc.
Other conclusions which were drawn from the Dealers Questionnaire were:
1. RO purifier market is booming day by day. Increasing awareness about water-borne diseases
in the minds of people has created a hike in demand for them. It was treated as a luxury good
once but now days it has become essential for Delhi crowd to buy it as some regions of Delhi
like West Delhi, North Delhi and South Delhi suffer massively from high TDS levels.
2. As per the analysis of Dealers questionnaire Kent RO has become one of the largest selling
RO Purifier in the Delhi market followed by Eureka Forbes. After EFL, market has been
captured and successfully tapped by the local players in Delhi market. Local players tried to
9.46
19.34
37.51
11.37
22.32
0.00
5.00
10.00
15.00
20.00
25.00
30.00
35.00
40.00
South Delhi East Delhi West Delhi North Delhi Central Delhi
57 | P a g e

capitalize the massive demand for RO Purifiers in the Delhi market and they succeeded in
their motives by providing them at cheap prices and by imitating the branded models like
Super Plus, Grand Plus of Kent RO, Marvella RO of HUL and Elegant of EFL.
3. Hindustan Unilever is not able to build a successful path for their product Marvella RO. Kent
RO and EFL are massively dominating, one through its Push and Pull strategies and other
capitalizing its already build age old brand image. HUL are offering just a single RO purifier
called Marvella RO which gives customers a very limited option to choose. As Indian buyers
have a tendency to seek complete knowledge about the product, they need various options to
ponder upon and most importantly their minds and purchase decision are being majorly
affected by the Brand Image of the product. HUL being new to this segment therefore got a
very meek response. HUL is more known for its offline water purifier called Pure It.
4. Eureka Forbes being a way old player in this market is capitalizing its well-built brand image
with the help of Aqua Guard. They have introduced variants as per the demand in the market
which gives EFL a stronger stand in the market. They have given options to consumers as per
their needs and desires.
5. Dealers also prioritized the reason for predominance in sale which are as follows in order of
importance:
Assurance of Purification Ability
After Sales Service
Sophisticated Contemporary Looks
Water Storage Capacity
TDS Controller / Mineral Enrichment
Visual / Audio alarm systems for membrane end life
Marketing Campaign / Endorsement
Slim Profile
These were the main ingredients for a successful RO system.
6. Customer service provides one important means by which a company can tailor its offerings
to the needs and desires of its customers. By offering good service, a company assures
consumers that it stands behind its products and projects a reliable and high quality image.
Kent RO has tremendously faltered in After Sales Service. Dealers were ridiculed from its
after sales support as customers are complaining about Kent RO and are regretting to buy it.
Even dealers are facing requests of money back from the Kent RO customers. This happened
due to massive sale of Kent RO in the Delhi region which Kent Ro is not able to handle due
to lack in man power for after sales. Response time of Kent RO after sales is above 24 hours
which is not at all appreciated by the customers.
7. EFLs after sales has been most popular amongst customers as per the dealers. Consumers are
happy with its fast and timely after sales setup. Their response time is not more than 10 hours.
8. HUL on the other hand are not facing such rapid sales which will hamper their after sales
setup so they are able to manage their small number of customers.
9. Dealers also mentioned that RO technology is replacing the UV market gradually as
consumers are more versed with water borne diseases and want to employ such a water
purifier which gives the most pure water. RO technology assures of giving 99% pure water
whereas UV purifiers fails at high TDS levels. Therefore, RO Purifier demand is all time high
now days.
10. Dealers questionnaire also gave immense knowledge of the performance of the various
players in RO market. EFL is best known for its quality products amongst customers. Kent
RO and HUL are facing many complaints about their products functioning and early break
down of membrane and filters. Therefore, EFL stands first for their quality product and
products line, followed by Kent RO and then HUL.
58 | P a g e

11. Major issue that distributors and retailers are dealing with is the margin provided by each
company on their products. The desired margin for distributors and retailers is 12-15% for
which they are actually getting 5-8%. Kent RO is giving the least margin on sale to
distributors which are 3-5% only. This has created a major dissatisfaction in distributors
which has there by created demotivation to sell their products.
12. Most of the companies are dealing their customers with the similar type of distribution model
i.e. Distributor to Retailer to Consumer. Some has also mixed it with Door to door selling and
direct dealership as well.
13. Kent RO has strictly followed traditional distribution model which is:


14.

EFL is using traditional model with a mix of door to door selling and direct dealers as well. The
dealers are appointed by the company only.





+


+


DISTRIBUTOR CONSUMER Retailer
DISTRIBUTOR CONSUMER Retailer
Door TO DOOR
Direct Dealers
59 | P a g e

15. Sales support team plays an important role for companys sale to boost. Sales support
undertakes administration and other office duties that leave the sales team free to focus on the
busy business of selling. Kent RO, EFL and HUL provide a quality on role and off role man
power to the distributors and retailers to enhance their sales at the retailer point. Generally
each company provides one or two on role personal at the retailers point to handle the
customers and to deliver the full utility of their companys product to the customer. Kent RO
now days are facing trouble to provide sales support setup at the retailers point because they
have lacked in increasing the man power with the increase in Kent RO sales and penetration.
As per dealers, EFL stands first for their sales support setup followed by Kent RO and then
HUL.
16. Kent RO, EFL and HUL have adopted various promotional activities at the retailers point to
create a pull. Such activities involves In shop branding, In shop promotion, dummies, Glow
sign boards and other signage and Canopy road shows.
17. Promotional schemes like exchange offers are also being used by EFL and HUL to boost their
sales.
18. Promotion through TV media is the most crucial and costly promotional strategy. Kent RO
has been very much bombastic with their TV advertisements. They have Bollywoods
superstar Mrs Hema Malini as their brand ambassador. Kent RO has capitalized the love for
Bollywood in the hearts of Indian people. HUL has also used TV media a considerable
number of times. But, HUL is known more for its offline purifier i.e. Pure it campaign called
One Crore Walla challenge.
19. On the other hand, EFL employ TV Media very less as their brand image has already been so
well built. They are not much bombastic with TV campaigns. They have adopted pull strategy
at the retailers point more.
20. Pricing is also a very important driver or say rider which is considered by dealers before
selecting and RO system. Adequate pricing is very important for the distributors and retailers.
Pricing plays a crucial role because it determines the level of margins on sale that distributors
and retailers will attain if they deal with the companys product. If the margin on sale
leverages distributors and retailers desired level then only the dealers are interested and
motivated in dealing with the product.
21. Attractive packing, beautiful aesthetics also plays a crucial role in persuading customers.
Dealers confirmed that some of the products are not preferred by the customers because of
their unattractive packing.








60 | P a g e

9. Recommendations for Pentair Water India Limited XIRO
Distribution point of view

Recommendation for Distribution Channel and Strategy
When choosing a distribution strategy for XIRO Pentair must determine what value a channel
member adds to the firms products. Several surrounding features can be directly influenced
by channel members, such as customer service, delivery, and availability. Consequently, for
the marketer selecting a channel partner involves a value analysis in the same way customers
make purchase decisions. That is, the marketer must assess the benefits received from
utilizing a channel partner versus the cost incurred for using the services. These benefits
include:
- Cost Savings in Specialization Members of the distribution channel are specialists in what
they do and can often perform tasks better and at lower cost than companies who do not have
distribution experience. Marketers attempting to handle too many aspects of distribution may
end up exhausting company resources as they learn how to distribute, resulting in the
company being a jack of all trades but master of none.
- Reduce Exchange Time Not only are channel members able to reduce distribution costs by
being experienced at what they do, they often perform their job more rapidly resulting in
faster product delivery. For instance, consider what would happen if a grocery store received
direct shipment from EVERY manufacturer that sells products in the store. This delivery
system would be chaotic as hundreds of trucks line up each day to make deliveries, many of
which would consist of only a few boxes. On a busy day a truck may sit for hours waiting for
space so they can unload their products. Instead, a better distribution scheme may have the
grocery store purchasing its supplies from a grocery wholesaler that has its own warehouse
for handling simultaneous shipments from a large number of suppliers. The wholesaler will
distributes to the store in the quantities the store needs, on a schedule that works for the store,
and often in a single truck, all of which speeds up the time it takes to get the product on the
stores shelves.
- Customers Want to Conveniently Shop for Variety Marketers have to understand what
customers want in their shopping experience. Referring back to our grocery store example,
consider a world without grocery stores and instead each marketer of grocery products sells
through their own stores. As it is now, shopping is time consuming, but consider what would
happen if customers had to visit multiple retailers each week to satisfy their grocery needs.
Hence, resellers within the channel of distribution serve two very important needs: 1) they
give customers the products they want by purchasing from many suppliers (termed
accumulating and assortment services), and 2) they make it convenient to purchase by making
products available in single location.

- Resellers Sell Smaller Quantities Not only do resellers allow customers to purchase
products from a variety of suppliers, they also allow customers to purchase in quantities that
61 | P a g e

work for them. Suppliers though like to ship products they produce in large quantities since
this is more cost effective than shipping smaller amounts. For instance, consider what it costs
to drive a truck a long distance. In terms of operational expenses for the truck (e.g., fuel, truck
drivers cost) lets assume it costs (US) $1,000 to go from point A to point B. Yet in most
cases, with the exception of a little decrease in fuel efficiency, it does not cost that much more
to drive the truck whether it is filled with 1000 boxes containing the product or whether it
only has 100 boxes. But when transportation costs are considered on a per product basis ($1
per box vs. $10 per box) the cost is much less for a full truck. The ability of intermediaries to
purchase large quantities but to resell them in smaller quantities (referred to as bulk breaking)
not only makes these products available to those wanting smaller quantities but the reseller is
able to pass along to their customers a significant portion of the cost savings gained by
purchasing in large volume.
- Create Sales Resellers are at the front line when it comes to creating demand for the
marketers product. In some cases resellers perform an active selling role using persuasive
techniques to encourage customers to purchase a marketers product. In other cases they
encourage sales of the product through their own advertising efforts and using other
promotional means such as special product displays.
- Offer Financial Support Resellers often provide programs that enable customers to more
easily purchase products by offering financial programs that ease payment requirements.
These programs include allowing customers to: purchase on credit; purchase using a payment
plan; delay the start of payments; and allowing trade-in or exchange options.
- Provide Information Companies utilizing resellers for selling their products depend on
distributors to provide information that can help improve the product. High-level
intermediaries may offer their suppliers real-time access to sales data including information
showing how products are selling by such characteristics as geographic location, type of
customer, and product location (e.g., where located within a store, where found on a website).
If high-level information is not available, marketers can often count on resellers to provide
feedback as to how customers are responding to products. This feedback can occur either
through surveys or interviews with resellers employees or by requesting the reseller allow the
marketer to survey customers.
-
After analysing the RO market scenario, competitors and their strategies, Dealers
questionnaire there has been a crystal clear conclusion which suggests that there is a cut throat
competition for a new entrant and there has to be planned and impactful strategy and
distribution for XIRO. For distribution of XIRO, there can only be possible distribution
strategies/channels which can be recommended to create a mark and to tap the RO Market of
Delhi NCR which is:
- Distributor Retailer Consumer
- For this kind of distribution channel Pentair can employ two kinds of set ups.




62 | P a g e

- Firstly,




ReD





Figure 9.1 Distribution channel Pattern One
As Figure 9.1 states Pentair can appoint five distributors leading a single region each of Delhi i.e.
North Delhi, South Delhi, East Delhi, West Delhi and Central Delhi. Each distributor will be versed
with their areas as they are operating in that only. Therefore, it will be expected from them that they
know potential markets for XIRO in their respective areas. It will also be expected from them that
they know the big retail counters of RO Purifiers and they are able to convince them to keep XIRO.
This set up if implemented will benefit XIRO for giving maximum penetration in the Delhi market
and it will help XIRO and most importantly Pentair to grow. Moreover, there will be a competition
amongst distributors to show better sale to the company to attain incentives of sales.
As every coin has two faces, this set up has certain limitations as well. Such a set up requires a bigger
amount of capital to produce XIRO units in adequate number to provide each distributor with equal
number of units. It will also require a great research in finding 5 distributors who are powerful and
well versed with their respective areas. Certain amount of money will also be required to convince the
distributors in every field like expenses on launch party and etc.






NORTH
DELHI
Central
delhi
West
delhi
East
delhi
SOUTH
DELHI
Distributor 1
Distributor 2 Distributor 3 Distributor 4 Distributor 5
Multiple
Retailers in
North Delhi
Multiple
Retailers in
South Delhi
Multiple
Retailers in East
Delhi
Multiple
Retailers in West
Delhi
Multiple
Retailers in
Central Delhi
63 | P a g e

- Secondly
-












Figure 9.2 Distribution channel Pattern Two
As figure 9.2 states, Pentair can also adopt pattern two as a channel strategy wherein, two super
stockists / distributors can be adopted one of which will handle north and west Delhi and the other one
will handle East, South and Central Delhi. These two stockists should be well versed with the Delhi
market most importantly with the regions they have assigned with. Both super stockists will firstly be
checked for their worthiness i.e. business they can produce or they are producing currently. Also, their
contacts with the retailers will be checked and their reputation in the eyes of retailers will also be
assessed thoroughly. They should also know the potential markets in their assigned areas.
It will cost low to Pentair in employing such a distribution pattern. But it also pertains to certain
limitations like: 1. the stockists can face burden in handling multiple regions which can result less
attention of distribution to a particular area 2. Stockists may face a situation at some point of time
when the demand will be more and they have limited units of XIRO, they will face problem in
prioritizing which region to proceed with.
Other most important recommendation for Pentair is to make a soft launch, also called as
Alpha Testing of the product, i.e. appointing distributors and retailers and not launching
XIRO with bombastic promotional activities. It comprises of forwarding just a 500 units to
the distributors in total. Then noticing the consumer and market response for three months. If
it succeeds then moving on to Beta testing. It comprises of launching 1000- 1500 units to the
distributors in total. Testing its efficacy for 5 months, if its successful then moving on to
mass marketing and mass production. By this way, Pentair will not incur heavy losses by
directly getting into the market which is entirely new for them.
NORTH
DELHI
Central
delhi
SOUTH
delhi
East
delhi
WEST
DELHI
Super
Stockist 1
Super
Stockist 2
Multiple
Retailers in
North Delhi
Multiple
Retailers in West
Delhi
Multiple
Retailers in East
Delhi
Multiple
Retailers in
South Delhi
Multiple
Retailers in
Central Delhi
64 | P a g e

Recommendation for Sales supports team:
Sales support describes on-going relationship between the original equipment manufacturer (OEM),
and customer where services are rendered to the customer throughout the product life cycle to the end
of life. Sales support associates provide administrative assistance to a company's sales department,
doing everything from performing clerical duties to helping make a sale. Sales support associates
must be well-rounded and be prepared to perform a wide range.
Pentair should employ a dedicated force for Sales Support with proper training of the product XIRO
and proper knowledge of the companys profile. As Pentair is new to this market, there is a great
requirement of on role sales support personals who can depart full knowledge about XIROs utility
and benefits, Pentairs profile so that they can convince customers at the retailer point.
Pentair should leverage the sales support team to get better outputs for the company. Pentair can avoid
disaster of appointing wrong people for sales support and can move towards victory by following
ways:
1. Start with strong training in XIRO and market niche. Dont expect new sales people to figure things
out on the fly. A few days or weeks of solid product review will give them the basis for a successful
sales career with you. Instilling in Pentairs sales people the confidence to handle any conversation
and believe that they are seeking not just the sale but a good match and profit for the company.
2. Superiors should work with sales team to set realistic goals and objectives for each month. These
goals and objectives cannot be based on Pentairs needs, but must be grounded in the reality of how
many leads you are generating for them, the typical time to the sale, emerging competition and the
training cycle.
3. Once they set goals and objectives, spend 10-15 minutes each morning reviewing the goals and
objectives for the day.
4. Feed them strong leads and Pentair can demonstrate them that the superiors and marketing officials
are supporting their sales efforts and goals.
5. Share current information on XIRO and its position in the market so the team is ready to answer
any questions.
6. Pentair should reinforce their belief by listening carefully to their sales strategies and struggles.
Work with the team to brainstorm solutions and bring in some examples and sales theories to give
them a big-picture solution.
7. Finish the day with 10-15 minute discussion of the successes and failure. Ask: what did they learn
today? What support do they need from Pentair? What can they share with Pentair? This will help
Pentair understand how to best present and position XIRO so that Pentair XIRO can shine over the
competition.
Recommendation for After Sales Setup:
Customer service provides one important means by which a company can tailor its offerings to the
needs and desires of its customers. By offering good service, a company assures consumers that it
stands behind its products and projects a reliable and high quality image. Kent RO has tremendously
faltered in After Sales Service. Dealers were ridiculed from its after sales support as customers are
complaining about Kent RO and are regretting to buy it. Even dealers are facing requests of money
back from the Kent RO customers. This happened due to massive sale of Kent RO in the Delhi region
which Kent Ro is not able to handle due to lack in man power for after sales. Response time of Kent
RO after sales is above 24 hours which is not at all appreciated by the customers.
65 | P a g e

Pentair can capitalize this loop hole by providing excellent after sales setup for XIRO. After sales set
up if strong is appreciated not only by customers but the dealers also. It motivates dealers to sell the
companys product with more enthusiasm as they know company is present there to handle grievances
and complaints from the customers and dealers wont be held liable for any such complaint by the
customer.
Pentair should setup after sales or customer service in such a following way:
Exceptional customer service
Customer service is all about expectation. A business that offers a fast response or a personal service
is setting up an expectation. If that company does not fulfil its promise, its customers will be
disappointed.
Pentair should make sure that members of their staff are delivering the level of customer service you
expect. Pentair should lead by example and show the team exactly how they want them to deal with
customers. Encourage them to come to Pentair with feedback and suggestions. When Pentair recruit
new staff, look for people with the right attitude.
The best way Pentair can wow their customers is to under-promise and over-deliver.
It's good to advertise companys strengths, whether they are fast delivery times, friendly service or top
quality products. But if they make empty promises and the reality does not match their claims, then
company will lose business. However, if companys service is top notch and customers agrees to it
then tell the world - there's no stronger marketing message.
Pentair should go the extra mile for XIROs customers, which can be done by the following ways:
Pay attention to details. Follow up calls or emails quickly. If the customer has a problem, try
and solve it for them. Keep records of customer service positively.
Handling customer complaints.
Inevitably, things go wrong sometimes. However, it is how Pentair handle problems that can
determine whether it loses business or actually improve customer loyalty.
More and more people are prepared to complain. Those that do are doing Pentair a favour.
They are giving Pentair valuable feedback for nothing and helping you to improve your
service and XIRO. Many other customers may have quietly taken their business elsewhere.
When a customer complains, Pentairs customer care staff should be respectful and
sympathetic, even if they are wrong. Pentair should thank them for complaining and
apologise. Pentair must also act quickly. A prompt response shows that Pentair took the
problem seriously and reduces the time the customer spends feeling disgruntled.
When someone complains, always asking them what they want. Many firms assume that
consumers are seeking a financial solution, such as a refund or compensation when all many
people want is an apology. Allow the customer to give all the facts so that they can get it off
their chest and then you can provide the most suitable solution.
Set up a customer complaints procedure and ensure that members of Pentairs staff know
what they can offer. Follow up the complaint with a phone call or a letter of apology. Finally,
ensuring that the problem has been permanently fixed.


66 | P a g e

Recommendation for Promotional strategies and Activities:
The sales and marketing plan outlines each specific marketing event or action plan to increase sales.
For example, it may contain a summary of quarterly promotion and advertising plans, with spending,
timing, and share or shipment goals for each program. Sales and marketing plans should be a logical
outgrowth of short- and long-term company objectives and marketing strategy. In the business plan,
the sales and marketing plans provides an outline of each marketing event for the year, covering the
following information:
Description of each event vehicle (e.g., media, promotion, trade, sales)
Timing of each event
Event goals and objectives (e.g., volume, share gains)
Cost of each event
As per the limited budget of Pentair, it should not dream of a heavy and intense success in a quick
span. Because, without using TV Media it is very difficult for a company to establish its name in the
market which is entirely new and moreover flooded with the competitors.
Success will come gradually to Pentair if they provide a quality product. But that doesnt mean that it
will not involve any promotional cost and activities. Following are the promotional activities that
Pentair can employ with a limited budget for smooth movement of XIRO and gradual success:
In shop branding - Now a days in store branding is a key component in the brand promotion
of a product. With a stiff competition amongst the main brands in market one have to be
specialized in the in store branding i.e. how one displays its products to the customer.
In shop promotion
Dummies
Glow sign boards and other signage
Canopy road shows
By these activities Pentair can create a pull at the retailers point for creating demand of XIRO in the
minds of the customers visiting the stores.
General Recommendations for Pentair XIRO:
A crucial pricing has to be involved in pricing XIRO. A good level margin amounting to 10-
15 % on sale or Rs.1000 to distributors will leverage them and motivate them to sell XIRO
more efficiently.
Customer care call setup should operate from morning 0800 to 2200 hours as compared to
other companies who provide it from 0900 to 1700 hours. Long customer care hours will
motivate customers to buy XIRO.
A good, quality product should be provided by the Pentair which will work properly as
compared to competitors.
All the loop holes highlighted in the above mentioned recommendations will help XIRO to move
smoothly across Delhi market and will create a path for its success. It will also help Pentair to achieve
their organizational goals to the fullest.



67 | P a g e

10. INTERPRETATION BASED ON THE RESPONSES OBTAINED THROUGH
CONSUMER QUESTIONNAIRE
Analysis and interpretation is carried out by question to question that were framed in the
consumer questionnaire (Sample size = 120)
Question 1: Do you employ any Water Purification System at home?
Analysis

Figure 10.1
Interpretation
Figure 10.1 states clearly that Water Purification System are majorly use by many families in India.
Amongst the sample size, 90 % of the families have employed Water Purification system at their
home. This clearly shows that awareness about water borne diseases has tremendously increased in
the minds of the customers. This shows that there is a massive demand for Water Purification systems
now days.
Even though Water Purification system includes each and every type Water Purification system i.e.
Gravity Purifiers, UV Purifiers, RO Purifiers and RO + UV Purifiers.

Clearer picture that what kind of purifiers is in more demand will be attained by analysing further
questions.










108
12
0
20
40
60
80
100
120
Yes No
68 | P a g e

Question 2: Taking the assumption that all systems purify water, what according to you are the
core benefits that you look forth in a Purifier? Kindly rate them in order of importance (1 to 5
in descending order of importance i.e. 1- most important)
Assurance of Purification ability
Water storage Volume in Terms of Tank Size
Sophisticated contemporary Looks
TDS Controller/Mineral Enrichment
After Sales Service

Analysis
After analysing the responses for this question, respondents ranked these options in the following
way:
CORE BENEFITS RANK
Assurance Of Purification Ability 1
st

Water Storage (Tank Size) 4
th

Sophisticated looks 5
th

TDS Controller / Mineral Enrichment 3
rd

After Sales Service 2
nd

Table 10.1
Interpretation
As Table 10.1 suggests, customers look forth Assurance of Purification Ability at the very first place
at the time of buying a Water Purifier. This clearly indicates that awareness of water borne diseases
has compelled people to go for a Water Purifier with the best Assurance of Purification.
At the second place is the After Sales Service which customer looks forth in a Water Purifier. After
sales plays an important role in building reputation of the company. If the after sales is not proper and
timely consumer will be upset from the company and their product which is not good for the goodwill
of the company. Consumer wants fast and timely after sales service so that they dont face any
problem after buying a particular system.
Question 3: Are you using any RO system as on date? If yes then which make?
Analysis

Figure 10.2
Interpretation
As Figure 10.2 states, consumers are using Kent RO the maximum, it constitutes to 37.50 % of the
total. Slightly below to Kent RO is EFL which constitutes to 34.17 % total followed by HUL with
37.50
34.17
18.33
10.00
Kent RO EFL HUL Not Employed
69 | P a g e

18.33 %. 10% of the respondents are not using any water purification system at their homes. Kent
ROs and EFLs domination can easily be figured out from the same. Demand for Kent RO and EFL
is increasing at a massive rate.
Question 4: Prioritize the reasons for purchasing the aforesaid RO from (1 to 5 in descending
order of importance)
Aesthetics
Excellent ability to deliver pure water
Influenced from marketing campaign
Brand Image
After Sales Service

Analysis

After analysing the responses for this question, respondents ranked the following attributes in the
following way:

ATTRIBUTES RANK
Aesthetics 4
th

Excellent Ability to deliver pure water 1
st

Marketing campaign 5
th

Brand Image 3
rd

After Sales Service 2
nd

Table 10.2
Ability to deliver pure water is at first place. Which means people consider quality of the product the
most i.e. its performance. After sales is then considered after products ability to deliver pure water
followed by brand image of the product. Aesthetics and Influence from marketing campaign stands at
fourth and fifth place respectively.
Question 5: What type of Installation mechanism do you favour?
Wall Hanging
Counter Top
Under Sink

Analysis

After analysing responses for this question, preferences of the consumer are as follows:


Figure 10.3

15
5
80
0
10
20
30
40
50
60
70
80
90
Counter Top Undersink Wall hanging
70 | P a g e

Figure 10.3 justifies that Wall Hanging type of water purifier is demanded and appreciated more by
the consumers. It constitutes to 80% followed by Counter Top which constitutes to 15%. Least
demanded are the under sinks which constitutes to 5% only.

Question 6: Which type of configuration would you prefer to buy?
RO(Reverse Osmosis)
RO + UV(Reverse Osmosis & Ultra Voilet)
RO+ UV+UF(Reverse Osmosis,Ultra Voilet & Ultra Filtration)

Analysis
After analysing the response for this question, following statistics came into picture:


Figure 10.3

Interpretation

Figure 10.3 shows that RO + UV +UF demand constitutes to 54.71 %. This indicates that consumer
are preferring top models for their use to get best pure water as they are aware of the water borne
diseases more. RO + UV demand constitutes to 30 % followed by RO demand which is 15.83 %. This
is very clear that RO is undertaking UV Purifier market. But it is also very clear that RO market over
taken by RO + UV and RO + UV + UF purifiers because people demand for best pure water now.

Question 7: Rate the Companies in descending Order (Best-1) w.r.t. to best RO systems
Kent RO
Eureka Forbes
Pure it
Ion Exchange
Whirlpool

Analysis

After analysing the response for this question, following statistics came into picture:

Brand Rank
Kent RO 2
nd

Eureka Forbes 1
st

HUL 3
rd

Ion Exchange 4
th

Whirlpool 5
th

Table 10.3


15.83
30.00
54.17
RO RO + UV RO +UV +UF
71 | P a g e

Interpretation
In the minds of consumers / customers best RO systems are considered to be of Eureka Forbes at first
place followed by Kent RO which is at second place. HUL, Ion Exchange and Whirlpool stand at 3
rd
,
4
th
and 5
th
rank respectively.

Question 8: What according to you should be the ideal price for an RO?
>13500 <14500
>12500<13500
>11500<12500
below<11500
Analysis
After analysing the response for this question, following statistics came into picture:


Figure 10.4

Interpretation

As figure 10.4 suggests price point below Rs.11500 is appreciated mostly by the respondents /
Customers. Price point between Rs.11500 to Rs.13500 is also appreciated by the customers but at the
second place. Prices above Rs.13500 are disliked by the respondents.















15.83
28.33
20.83
35.00
>13500 and <14500 >12500 and <13500
>11500 and <12500 below 11500
72 | P a g e

Question 9: Would you prefer buying RO system through web if given a good deal?
Yes
No

Analysis
After analysing the response for this question, following statistics came into picture:


Figure 10.5

Interpretation

Figure 10.5 suggests that buying a RO system on web is preferred by customers but not to a great
extend because people who doesnt supports it are slightly less from the ones who support it.

Question 10: Does your decision to buy RO is also influenced by the reputation of the After
Sales Service also?
Yes
No
Analysis

After analysing the response for this question, following statistics came into picture:


Figure 10.6
Interpretation

As Figure 10.6 states that 95 % of the respondents consider After Sales reputation of the company
before making a purchase decision. Therefore, after sales service of the company plays a very
important role to fetch the desired sale.
51.67
48.33
46.00
47.00
48.00
49.00
50.00
51.00
52.00
Yes No
95
5
0
10
20
30
40
50
60
70
80
90
100
Yes No
73 | P a g e

Question 11: In your opinion which company has the best After Sales Support Setup?
Kent
HUL
EFL
Do Not know

Analysis

After analysing the response for this question, following statistics came into picture:


Figure 10.7
Interpretation

Among respondents EFL is best known for After Sales setup and constitutes to 51.67 % followed by
Kent RO which constitutes 23.33 %. HUL being very less sold and having meek response is not
known for its after sales support.




















51.67
23.33
3.33
21.67
0.00
10.00
20.00
30.00
40.00
50.00
60.00
EFL Kent HUL Do not know
74 | P a g e

Question 12: Is the decision of buying water filter also influenced by the TV
Campaign/Endorsement?
Strongly agree
Agree
Do not agree
Strongly disagree
Do Not Know
Analysis
After analysing the response for this question, following statistics came into picture:


Figure 10.8

Interpretation

Figure 10.8 shows that the masses agree that there buying decision are majorly influenced by
marketing campaign and endorsement and it constitutes to 53.33 %.

Question 13: Have you heard of Pentair in water Filters
Yes
No
Analysis
After analysing the response for this question, following statistics came into picture:

Figure 10.9

20.83
53.33
15.83
1.67
8.33
Strongly Agree Agree Do not Agree Strongly Disgree Do not know
30
70
0
20
40
60
80
Yes No
75 | P a g e

Interpretation
As stated in Figure 10.9, Pentair has a big issue of brand crisis. Only 30 % of the respondents are
aware of the name Pentair.
Question 14: Would you be interested in buying a RO System with Sophisticated design,
beautiful aesthetics & manufactured at par with World Class Technology by an American
Multinational Leader in Water Technology i.e. Pentair?
Yes
No
Analysis

After analysing the response for this question, following statistics came into picture:


Figure 10.10

Interpretation

Figure 10.10 shows that most of the respondents are interested in buying RO Purifier from Pentair,
which is a positive signal for XIRO.

















75.83
24.17
Yes No
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Question 15: Would you be ready to pay Rs.14500/- for the Product?
Yes
No

Analysis

After analysing the response for this question, following statistics came into picture:


Figure 10.11
Interpretation

Figure 10.11 suggests that price quoted by Pentair for RO Purifier is not majorly appreciated by the
respondents. Respondents who didnt appreciated such a price constitutes to 50.83 % whereas who
appreciates such a price constitutes to 49.17 %.

10.1 Results and conclusions from the Interpretation of Consumer Questionnaire:

Figure 10.1 states clearly that Water Purification System are majorly use by many families in
India. Amongst the sample size, 90 % of the families have employed Water Purification
system at their home. This clearly shows that awareness about water borne diseases has
tremendously increased in the minds of the customers. This shows that there is a massive
demand for Water Purification systems now days.
Even though Water Purification system includes each and every type Water Purification
system i.e. Gravity Purifiers, UV Purifiers, RO Purifiers and RO + UV Purifiers. But the
picture is quite clear that RO market is booming day by day.
As Table 10.1 suggests, customers look forth Assurance of Purification Ability at the very
first place at the time of buying a Water Purifier. This clearly indicates that awareness of
water borne diseases has compelled people to go for a Water Purifier with the best Assurance
of Purification. Performance of the RO system and its ability to clean water is the foremost
attribute that consumer looks forward before buying such a system.
At the second place is the After Sales Service which customer looks forth in a Water Purifier.
After sales plays an important role in building reputation of the company. If the after sales is
not proper and timely consumer will be upset from the company and their product which is
not good for the goodwill of the company. Consumer wants fast and timely after sales service
so that they dont face any problem after buying a particular system.
49.17
50.83
Yes No
77 | P a g e

Other features like TDS Controller and Mineral Enrichment cartridge is also considered by
the consumers before they make a purchase decision. Water storage tank and aesthetics are on
low priority as more impetus is paid on the above mentioned attributes.
As Figure 10.2 states, consumers are using Kent RO the maximum, it constitutes to 37.50 %
of the total. Slightly below to Kent RO is EFL which constitutes to 34.17 % total followed by
HUL with 18.33 %. 10% of the respondents are not using any water purification system at
their homes. Kent ROs and EFLs domination can easily be figured out from the same.
Demand for Kent RO and EFL is increasing at a massive rate. Therefore, it can be concluded
that XIROs major competitors amongst organized RO sector are Kent RO and Eureka Forbes
Consumers purchase decision is majorly based on systems ability to deliver pure water.
Which means people consider quality of the product the most i.e. its performance. After sales
is then considered after products ability to deliver pure water followed by brand image of the
product. Aesthetics and Influence from marketing campaign stands at fourth and fifth place
respectively. Aesthetics are not considered much because people can compromise with the
aesthetics but not with the quality and performance of the product. Marketing campaign
influences consumer minds for sure but majorly their purchase decision is affected by the
brand image or by the word of mouth. Marketing campaign is beneficial for those companies
who are planning to enter into a market which is entirely new to them.
Wall hanging make of RO is preferred the most by the customers as it doesnt require much
place to set. After wall mounted comes the counter top followed by the under sinks.
Figure 10.3 shows that RO + UV +UF demand constitutes to 54.17 %. This indicates that
consumer are preferring top models for their use to get best pure water as they are aware of
the water borne diseases more. RO + UV demand constitutes to 30 % followed by RO
demand which is 15.83 %. This is very clear that RO is undertaking UV Purifier market. But
it is also very clear that RO market over taken by RO + UV and RO + UV + UF purifiers
because people demand for best pure water now. This demand for top models is just because
of increasing awareness about water borne diseases in the minds of the people.
According to customer point of view, best RO models are of Eureka Forbes followed by Kent
RO. Then stands HUL, Ion Exchange and Whirlpool on 3
rd
, 4
th
and 5
th
rank respectively.
As Figure 10.4 suggests price point below Rs.11500 is appreciated mostly by the respondents
/ Customers. Price point between Rs.11500 to Rs.13500 is also appreciated by the customers
but at the second place. Prices above Rs.13500 are disliked by the respondents.
Figure 10.5 suggests that buying a RO system on web is preferred by customers but not to a
great extend because people who doesnt supports it are slightly less from the ones who
support it.
As Figure 10.5 states that 95 % of the respondents consider After Sales reputation of the
company before making a purchase decision. Therefore, after sales service of the company
plays a very important role to fetch the desired sale.
Among respondents EFL is best known for After Sales setup and constitutes to 51.67 %
followed by Kent RO which constitutes 23.33 %. HUL being very less sold and having meek
response is not known for its after sales support.
Customer service provides one important means by which a company can tailor its offerings
to the needs and desires of its customers. By offering good service, a company assures
consumers that it stands behind its products and projects a reliable and high quality image.
Kent RO has tremendously faltered in After Sales Service. Dealers were ridiculed from its
after sales support as customers are complaining about Kent RO and are regretting to buy it.
Even dealers are facing requests of money back from the Kent RO customers. This happened
due to massive sale of Kent RO in the Delhi region which Kent Ro is not able to handle due
to lack in man power for after sales. Response time of Kent RO after sales is above 24 hours
which is not at all appreciated by the customers.
EFLs after sales has been most popular amongst customers as per the dealers. Consumers are
happy with its fast and timely after sales setup. Their response time is not more than 10 hours.
78 | P a g e

HUL on the other hand are not facing such rapid sales which will hamper their after sales
setup so they are able to manage their small number of customers.
Figure 10.8 shows that the masses agree that there buying decision are majorly influenced by
marketing campaign and endorsement and it constitutes to 53.33 %.
As stated in Figure 10.9, Pentair has a big issue of brand crisis. Only 30 % of the respondents
are aware of the name Pentair. Which means maximum crowd is not aware of the brand
Pentair for residential filtrations. May be Pentair has marked their name at industrial and
commercial levels. But, they are lacking at residential level. Moreover, Pentair being an
American multinational, Indian crowd is not aware about companys profile and their product
line. Indian crowd portrays only two or three names when asked about water purifier i.e. EFL,
Kent RO or HUL.
Figure 10.10 shows that most of the respondents are interested in buying RO Purifier from
Pentair, which is a positive signal for XIRO but Figure 10.11 suggests that price quoted by
Pentair for RO Purifier is not majorly appreciated by the respondents. Respondents who
didnt appreciated such a price constitutes to 50.83 % whereas who appreciates such a price
constitutes to 49.17 %. Therefore, there is a need for Pentair to consider the price point for
XIRO which suitable for consumers but also suitable for retailers and distributors in terms of
margin on sale.































79 | P a g e

11. Recommendations for Pentair Water India Limited XIRO
Consumer point of view


As awareness about water borne diseases has increased in the minds of people and high TDS
level in maximum regions of Delhi, Pentairs has a vast base of target market and huge
number of potential buyers. RO market has increased at a massive rate from the past 3-4
years. Customers primary need is assurance of pure and safe water. Pentair has a bright
chance to tap the market if they provide RO with a superior quality as compared to his
competitors like Kent RO, Eureka Forbes and HUL. But, just providing a quality product is
will not suffice the customer needs and preference. Attributes favourable by the customers
need to be taken into consideration as well for successful launch of XIRO and sustaining it.
These attributes includes fast and effective after sales service or support, low maintenance
cost, customer care setup, attractive sale offers and sophisticated looks.

After analysing the consumer questionnaire and pondering over the conclusions drawn
following can be some useful recommendations for Pentair for successful launch of POU
XIRO which will result in capitalizing the loop holes left behind by the competitors of
Organized RO Market.
Pentair is a vertically integrated company and it should position and promote XIRO
delivering their uniqueness of being such to the customers. Vertically integrated means
Pentair XIRO installs each and every single components of their U.S. parent company
PentTech which is king in manufacturing such components. Such kind of promotion will
ensure customers about superior quality of XIRO and will bend them to buy XIRO.
After sales service is the second most important attribute for which Pentair has to come up
strongly. Customer service provides one important means by which a company can tailor its
offerings to the needs and desires of its customers. By offering good service, a company
assures consumers that it stands behind its products and projects a reliable and high quality
image. Kent RO has tremendously faltered in After Sales Service. Dealers were ridiculed
from its after sales support as customers are complaining about Kent RO and are regretting to
buy it. Even dealers are facing requests of money back from the Kent RO customers. This
happened due to massive sale of Kent RO in the Delhi region which Kent Ro is not able to
handle due to lack in man power for after sales. Response time of Kent RO after sales is
above 24 hours which is not at all appreciated by the customers.
Pentair can capitalize this loop hole by providing excellent after sales setup for XIRO. After
sales set up if strong is appreciated not only by customers but the dealers also. It motivates
dealers to sell the companys product with more enthusiasm as they know company is present
there to handle grievances and complaints from the customers and dealers wont be held
liable for any such complaint by the customer.
The best way Pentair can wow their customers is to under-promise and over-deliver.
It's good to advertise companys strengths, whether they are fast delivery times, friendly
service or top quality products. But if they make empty promises and the reality does not
match their claims, then company will lose business. However, if companys service is top
notch and customers agrees to it then tell the world - there's no stronger marketing message.
Following can be the possible factors for employing a good and better after sales setup
which can tap the market with the intense mark and will be beneficial for Pentair:
Pay attention to details. Follow up calls or emails quickly. If the customer has a problem, try
and solve it for them. Keep records of customer service positively.
Handling customer complaints.
Inevitably, things go wrong sometimes. However, it is how Pentair handle problems that can
determine whether it loses business or actually improve customer loyalty.
80 | P a g e

More and more people are prepared to complain. Those that do are doing Pentair a favour.
They are giving Pentair valuable feedback for nothing and helping you to improve your
service and XIRO. Many other customers may have quietly taken their business elsewhere.
When a customer complains, Pentairs customer care staff should be respectful and
sympathetic, even if they are wrong. Pentair should thank them for complaining and
apologise. Pentair must also act quickly. A prompt response shows that Pentair took the
problem seriously and reduces the time the customer spends feeling disgruntled.
When someone complains, always asking them what they want. Many firms assume that
consumers are seeking a financial solution, such as a refund or compensation when all many
people want is an apology. Allow the customer to give all the facts so that they can get it off
their chest and then you can provide the most suitable solution.
Set up a customer complaints procedure and ensure that members of Pentairs staff know
what they can offer. Follow up the complaint with a phone call or a letter of apology. Finally,
ensuring that the problem has been permanently fixed.
Customer care call setup should operate from morning 0800 to 2200 hours as compared to
other companies who provide it from 0900 to 1700 hours. Long customer care hours will
motivate customers to buy XIRO.
Response time should be reduced for providing any kind of service to the customers.
Pentair can provide attractive sales offers such as exchange offers for success of XIRO.

As name Pentair is not much known amongst customers and in light of limited budget
Pentair can involve following activities for promoting their name and to create a stand
in the mind of the customers:
In shop branding - Now a days in store branding is a key component in the brand promotion
of a product. With a stiff competition amongst the main brands in market one have to be
specialized in the in store branding i.e. how one displays its products to the customer.
In shop promotion
Dummies
Glow sign boards and other signage
Canopy road shows

Pentair should also focus on the pricing for XIRO. Indian tendency is value for money. Price
of Rs.14000 Rs.15000 can result low sale for XIRO. Price range of Rs.11500 Rs.13000
will be appreciated by the customers.













81 | P a g e

12. LIMITATIONS OF THE RESEARCH

The Survey is limited to the accuracy of the information provided by the Respondents met at
the retail shops especially in case of Dealers Questionnaire.
Dealers were not very much interested in giving the answer of questions as they were busy in
dealing with customers which resulted in vague information sometimes.
The survey is based on the information provided only by the dealers of RO Purifiers or Water
Purifiers.
The survey is based only on particular areas of New Delhi.
In case of customer questionnaire, customers are not much versed with the terms like RO, UV
and UF which created disinterest in the minds of customers while participating in conducting
the questionnaire.
13. FUTURE RESEARCH DIRECTION
The research can be carried out to identify the loopholes in the after sales services and
sales service setup of the companies. The research may also include ways to satisfy the
customers having low income and purchasing the economic models of RO Purifiers.
The research could also be done on the local brands and finding out the market share of
small scale industries in RO Purifiers and their level of penetration.













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14. Appendix
Dealers Questionnaire:
Following is the Dealers Questionnaire which was used to gather information:





Dealer Questionnaire





Retail Organization: ______________________________________________________________

Name of Proprietor: ______________________________________________________________

Address: _______________________________________________________________

_______________________________________________________________

Approx. Turnover: _______________________________________________

Mobile: _______________________________________________________
Email ID: _______________________________________________________

1. Which category of Water Purifiers are you Selling:
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Gravity Filters(Offline Purifiers)
Online Sediment + UV purifiers
Online Sediment + UF + UV purifiers
Online RO Purifiers
Online RO + UV Purifiers

2. Kindly state the Qty/ percentage of sale of each type from across your counter
Type Qty Sold Percentage Sold
Gravity Filters(Offline Purifiers)


Online Sediment + UV purifiers


Online Sediment + UF + UV purifiers



Online RO Purifiers



Online RO + UV Purifiers



3. Kindly rate the %age of margins earned from sale of each category.
Type Percentage Of Margin Earned
Gravity Filters(Offline Purifiers)


Online Sediment + UV purifiers


Online Sediment + UF + UV purifiers



Online RO Purifiers



Online RO + UV Purifiers







84 | P a g e



4. Are you selling RO based systems?

1) Yes 2) No

5. If yes, then what are respective companies with their quantities from the following:

Company Models Sold MRP MOP Volumes(QTY
in Nos)
Margins
Eureka Forbes
Ltd

Kent
HUL(Pureit)
Ion
Exhange(Zero-B)

Nasaka

6. State the Top selling company & the Model

Company RO Model Margin






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7. Prioritize the reasons for the predominance in Sale(1 being most important):
a. Margins to Dealer/Retailer
b. Marketing Campaign/Endorsement
c. Assurance of Purification ability
d. Water storage Volume in Terms of Tank Size
e. Sophisticated contemporary Looks
f. Visual /Audio alarm system for Membrane end life
g. Slim Profile
h. TDS Controller/Mineral Enrichment
i. After Sales Service

8. What should be the primary three ingredients for a Successful RO System

1) _________________________________________________________________________

2) _________________________________________________________________________

3) _________________________________________________________________________

9. RO Technology is replacing the UV filter market gradually?

a) Yes b) No
10. Approximate sales figures of RO and UV currently as compared to last year

Type Last Year Current Year
UV
RO




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11. According to you which is the best model, reaching to the consumer. Rate them in order of
effectiveness. (1- Most Effective)

Customer Penetration Model Rating
Distributor-Retailer-Consumer
Direct Dealers
Door To Door direct selling
Combination of Distribution & door to door
selling

Modern Format Retail


12. Are you direct distributor / retailer of any Water Purifier Company?

a) Yes b) No

13. If yes then how many purifiers do you sell in a year:

Company Type Of Purifiers QTY Value










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14. What kind of Sales Support in the form of On Roll/Off roll Manpower is concerned:

On Roll direct
Company
manpower
Off Roll
Company
Manpower
Area Covered No. Of Retailers No of Days of
Credit




15. Any Sales Promotion Activities being carried out by the Company:
Activity Yes/No
In shop Branding
In Shop Promotion
Dummies
Glow Sign Board/other signage
Canopy Road Show

16. If you are a retailer, what are the best practices in terms of Sales Support you have
experienced from the companies you have dealt in:

________________________________________________________________________
________________________________________________________________________
________________________________________________________________________
________________________________________________________________________
________________________________________________________________________
________________________________________________________________________

17. Does pricing play a crucial role in selection of a RO system?

1) Yes 2) No

18. does attractive packing (Outer Carton) plays an important role in persuading customers?
1) Yes 2) No


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19. What should be the ideal selling price of an RO system without UV?

1. Ideal Rupees ______________________

2. Very Good ______________________

3. Fair ______________________

20. What should be a good retailer margin in INR for an RO system without UV?

1) Ideal _______________________

2) Very Good _______________________

3) Fair _______________________

21. Does higher MRP helps in getting better Margins.

a) Yes b) No

22. Will a sophisticated & beautiful look finish help in getting higher margins:

a) Yes b) No

23. Does excellent After Sales Service helps in selling RO Purifiers?

a) Immensely b) Fairly c) Not that much d) Not at all


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24. Which Company has the best quality RO System (Least Defects?)

_______________________________________

25. What is the standard response time for installation of new RO system sold?

a) 4 to 6 Hrs, Company: ________________________
b) b) 6 to 8 Hrs, Co. ________________________
c) >16 Hrs, Co. ________________________
d) >24 Hrs, Co. ________________________

26. What is the standard response time for After Sales Service of RO System sold:

a) 4 to 6 Hrs, Company:_____________________;
b) b) 6 to 8 Hrs, Co. _____________________
c)>16 Hrs, Co.________________________.
d) >24 Hrs, Co._______________________.

27. Have you Heard OF Pentair Pvt. Ltd, an American MNC Leader world wide in Water
purification:

a) Yes b) No




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28. Would you be interested in selling RO Systems of Pentair with very elegant, sophisticated &
slim looks?

a) Yes b) No

29. What would be the best price to Consumer for such a system in descending order of
attractiveness?

1)________________; 2) ____________________; 3)__________________.

30. What color due you think would have the maximum appeal?

a)______________________________

b)_______________________________

c)________________________________

31. What are the kinds of margins in INR you expect while selling the system:

a) Best: Rs. ____________.
b) Good: Rs ___________.
c) Fair: Rs. ___________.
d) Bad: Rs. ____________.

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32. What other things you expect from Pentair to make the product a grand success:
a) _________________________________________________________________________

b) _________________________________________________________________________

c) _________________________________________________________________________

d) _________________________________________________________________________
Thanks a lot for your patience & Cooperation.


List of Dealers participated in Dealers Questionnaire: (Sample Size)
Serial
Number Name of the Dealers Zone
Number of RO units sold
(yearly)
1 Sood Electricals
South
Delhi
72
2 Om Electric Co.
South
Delhi
96
3 Narang Electrical Centre
South
Delhi
96
4 Music Centre
South
Delhi
60
5 Quick Electronics
South
Delhi
120
6 Aqua For Services
South
Delhi 600
7
Super Crockery
Emporium
South
Delhi
72
8 Aarco One
South
Delhi
600
9 Unique Electronics
South
Delhi
360
10 Sanjeev Crockery
South
Delhi 120
11 Lucky Elec East Delhi 180
12 Gupta Elec East Delhi 540
13 Agarwal Dept East Delhi 480
14 Vikrant Electric Co. East Delhi 180
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15 RK Electrical East Delhi 108
16 Choice Elec East Delhi 180
17 Gargi East Delhi 1080
18 Sahar Azad East Delhi 360
19 SS Enterprises East Delhi 120
20 Aditya Enterprises East Delhi 300
21 Kohli Agencies East Delhi 540
22 Mehta Enterprises East Delhi 300
23 Aquamen Solutions West Delhi 120
24 Aqua Ware West Delhi 240
25 Shree Balaji Traders West Delhi 420
26 Pureness Water West Delhi 480
27 Ashirwad Inds West Delhi 144
28 Aqua Technique West Delhi 120
29 Aggarwal enterprises West Delhi 60
30 GR Enterprises West Delhi 48
31 Safe Neer West Delhi 600
32
Tirupati Balaji
Enterprises West Delhi 480
33 Gupta Enterprises West Delhi 720
34 Shree Balaji Traders West Delhi 720
35 New Berco West Delhi 840
36 Khanna Industries West Delhi 360
37 Gupta Industries West Delhi 600
38 Akash Electronics West Delhi 720
39 VK Industries West Delhi 840
40 Sargam Electronics West Delhi 360
41 JSS Enterprises West Delhi 600
42 Euro Star North Delhi 60
43 Shivshakti North Delhi 156
44 Sahar Azad North Delhi 120
45 Mehta Enterprises North Delhi 240
46 Om Sai Enterprises North Delhi 420
47 A one aqua service North Delhi 480
48 Euro Star enterprises North Delhi 144
49 KK enterprises North Delhi 120
50 Samurai marketing North Delhi 60
51 Ghalib Enterprises North Delhi 48
52 Gupta enterprises North Delhi 600
53 Goel Electronics
Central
Delhi 720
54 SS Enterprises
Central
Delhi 840
55 Aditya Enterprises
Central
Delhi 360
56 Shree Balaji Traders
Central
Delhi 600
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57 Aqua Dame
Central
Delhi 720
58 Rocket Sales Corp.
Central
Delhi 840
59 Kesar Enterprises
Central
Delhi 360
60 New era Home Solutions
Central
Delhi 600
























94 | P a g e

Consumers Questionnaire:
Following is the Consumers Questionnaire which was used to gather information:


Customer Questionnaire



Name: _____________________________________________________

Gender: ____________

Profession: _________________________________________

Annual Income- Approximately in Lakhs /Annum ____________________________________.

No of Members in Family ___________.

Address: __________________________________________________________________________

___________________________________________________________________________

Mob: _______________________________ ;
E-mail: _____________________________________



95 | P a g e



2. Do you employ any water Purification System At Home

1) Yes 2) No

3. If no, then tick the Purification System you are aware of from the following:

o Gravity Purification(Offline Containers with no direct connection to water supply)
o Ultra Violet Filter(UV)
o Reverse Osmosis(RO Filter)
o Reverse Osmosis + UV

4. Taking the assumption that all systems purify water, what according to you are the core
benefits that you look forth in a Purifier? Kindly rate them in order of importance (1 to 5 in
descending order of importance i.e. 1- most imp)

o Assurance of Purification ability
o Water storage Volume in Terms of Tank Size
o Sophisticated contemporary Looks
o TDS Controller/Mineral Enrichment
o After Sales Service

5. Are you using any RO system as on date? If Yes then which Make

__________________________
6. Prioritize the reasons for purchasing the aforesaid RO from (1 to 5 in descending order of
importance)

o Aesthetics
o Excellent ability to deliver pure water
o Influenced from marketing campaign
o Brand Image
o After Sales Service
__________________________________________________________________________________
Pentair India Pvt Ltd , Green Boulevard,B-9/A,7
th
Floor-Tower-B,Sec-62,Noida.

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7. What type of Installation mechanism do you favour:

o Wall Hanging
o Counter Top
o Under Sink

8. Which type of configuration would you prefer to buy?

o RO(Reverse Osmosis)
o RO + UV(Reverse Osmosis & Ultra Voilet)
o RO+ UV+UF(Reverse Osmosis,Ultra Voilet & Ultra Filtration)

9. Rate the Companies in descending Order(Best-1) w.r.t. to best RO systems
o Kent RO
o Eureka Forbes
o Pure it
o Ion Exchange
o Whirlpool

10. What according to you should be the ideal price for an RO
1) >13500 <14500 2)>12500<13500 3)>11500<12500 4) below<11500
11. Would you prefer buying RO system through web if given a good deal?
1) Yes 2) No
12. Does your decision to buy RO is also influenced by the reputation of the After Sales
Service also.
1) Yes 2) No
13. In your opinion which company has the best After Sales Support Setup\
1) Kent 2) Eureka Forbes 3) Pure it 4) Whirlpool 5) Do not know
14. Is the decision of buying water filter also influenced by the TV Campaign/Endorsement
1) Strongly agree 2) Agree 3) do not agree 4) Strongly disagree 5) Do Not Know
15. Have you heard of Pentair in water Filters
1) Yes 2) No



_________________________________________________________________________________
Pentair India Pvt Ltd , Green Boulevard,B-9/A,7
th
Floor-Tower-B,Sec-62,Noida.
97 | P a g e


16. Would you be interested in buying a RO System with Sophisticated design, beautiful
aesthetics & manufactured at par with World Class Technology by an American
Multinational Leader in Water Technology i.e. Pentair
1) Yes 2) No
17. Would you be ready to pay Rs.14500/- for the Product
1) Yes 2) No
18. If no then suggest the optimal price
Rs. _______________________.
19. Any Other suggestions for a Water Filter to delight you w.r.t. your requirements.





Thank you for your cooperation











__________________________________________________________________________________
Pentair India Pvt Ltd , Green Boulevard,B-9/A,7
th
Floor-Tower-B,Sec-62,Noida.
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List of Consumer participated in Consumers Questionnaire: (Sample Size)
Serial
No. Name
Serial
No. Name
1 Shuchi Roy 61 Abhishek
2 Sashikanth Yenika 62 Anukriti vashistha
3 Nirvan 63 TABISH CHISHTI
4 ANKIT SHARMA 64 Piyush Sharma
5 Pankul Kohli 65 Prateek Saxena
6 Yamini 66 Rajat Pradhan
7 Rajesh 67 Mayank Garg
8 Aditya 68 Prashant Gupta
9 Tanushree Saxena 69 ABHISHEK GUPTA
10 Avinash Mohan 70 ABEL ALEXANDER
11 Kanak Mohan 71 Manas
12 Atul Anand 72 Saurabh
13 Rajendra Nigam 73 Sarang Jain
14 Anurag Rana 74 Gokul Sudhakaran
15 Animesh 75 Niaz
16 Nupur Morayya 76 aditi sanganeria
17 Ankita Jain 77 Kreisel DLima
18 Abhishek Jindal 78 Adil Anwar
19 Rishi Dewan 79 Ankita
20 priyancka 80 Mohit sharma
21 Gaurav Tripathi 81 Mayank
22 yudhvir singh jamwal 82 PARAS ARORA
23 Kaamil Nakhasi 83 Amritanshu Singh
24 Akhil 84 Arpita Saxena
25 himanshu 85 Manish Singh
26 Rishabh Srivastava 86 Akansha Saxena
27 NATARAJAN ANC 87 PK Srivastava
28 Anuj Chhabra 88 Rajnish Arora
29 varsha gupta 89
Prantar Pratap
Goswami
30 Pawan 90 Chandan Kumar Singh
31 Rajath 91 abhinav singh
32 Vijay Kumar Venna 92 Pranay Mishra
33 SHIPRA NIGAM 93 Digvijay Singh Chandel
34 pragati agarwal 94 Nishant Nigam
35 Adesh 95 Saumya Mittal
36 Manik 96 Parul Aggarwal
37 Pawan 97 shubham arora
38 Shashwat 98 Sahil Taneja
39 Monika Singh 99 Rahul Rajpal
40 ujala singh 100 Ajay Yadav
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41 Pranjal Chaubey 101 Madhurima Pradhan
42 Parth 102 Rajeev Pradhan
43 Maheshkumar DONTUL 103 Madhurima Mishra
44 shruti 104 Chandan Tolani
45 Gopal Krishna Kaushik 105 Divya Wadhwani
46 APOORVA AWASTHI 106 Sumit Tyagi
47 chinmay 107 Saurabh Vasishth
48 chinmay 108 Shruti Chandel
49 Abhinav Agrawal 109 Anurag Bhargava
50 Vishesh Raj Nigam 110 Divya Mehra
51 Apporv Shingari 111 Anamika Seth
52 ABHIMANYU 112 Pradeep Seth
53 Ankuja Srivastava 113 Mukesh
54 devansh 114 Apoorva Ajmani
55 ankur 115 Divya Mehta
56 nishant 116 Amita Aggarwal
57 Aniket Pandey 117 Parul Aggarwal
58 Smriti Khanna 118 Fatima Begh
59 gaurav Rawat 119 Mahendra Nigam
60 poonam 120 Manjiri Nigam















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Glossary

RO or Reverse Osmosis Filtration
Reverse osmosis (RO) is a membrane-technology filtration method that removes many
types of large molecules and ions from solutions by applying pressure to the solution when it
is on one side of a selective membrane. The result is that the solute is retained on the
pressurized side of the membrane and the pure solvent is allowed to pass to the other side.
To be "selective," this membrane should not allow large molecules or ions through
the pores (holes), but should allow smaller components of the solution (such as the solvent)
to pass freely.
UV or Ultra violet Filtration
Ultraviolet (UV) technology has been used for more than seven decades to eliminate
disease-causing microorganisms, primarily in industrial and commercial
applications. Today; however, this technology is gaining popularity in the residential
sector because:
It can be applied to almost any water system
It adds no chemicals to the water
It wastes no water
It's inexpensive to maintain
UF or Ultra Filtration
Ultrafiltration systems eliminate the need for clarifiers and multimedia filters for
waste streams to meet critical discharge criteria or to be further processed by
wastewater recovery systems for water recovery. Efficient ultrafiltration systems
utilize membranes which can be submerged, back-flushable, air scoured, spiral
wound UF/MF membrane that offers superior performance for the clarification of
wastewater and process water.
TDS or Total Dissolved Solids
Total Dissolved Solids (often abbreviated TDS) is a measure of the combined
content of all inorganic and organic substances contained in a liquid in: molecular,
ionized or micro-granular (colloidal sol) suspended form. Generally the operational
definition is that the solids must be small enough to survive filtration through a sieve
the size of two micrometre. Total dissolved solids are normally discussed only for
freshwater systems, as salinity comprises some of the ions constituting the definition
of TDS. The principal application of TDS is in the study of water
quality for streams, rivers and lakes, although TDS is not generally considered a
primary pollutant (e.g. it is not deemed to be associated with health effects) it is used
as an indication of aesthetic characteristics of drinking water and as an aggregate
indicator of the presence of a broad array of chemical contaminants.
Turbidity
Turbidity is the cloudiness or haziness of a fluid caused by individual particles (suspended
solids) that are generally invisible to the naked eye, similar to smoke in air. The measurement
of turbidity is a key test of water quality.





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Table of Figures:
List Description
Figure 1 Rural and Urban Population (Millions) without access Pure water
Figure 2 Water Purifier Production (Millions), FY'11-FY'14
Figure 3 Water Purifier Production By segment (%)
Figure 4 Water Purifier Industry Turnover (INR Crore), FY'11-FY'14
Figure 5 Water Purifier Industry Turnover By segment (%)
Figure 6 RO Water Purifier Sales by companies (%)
Figure 7 UV Water Purifier Sales by companies (%)
Figure 8 UF Water Purifier Sales by companies (%)
Figure 9 Water Purifier Segment Split Organised Vis unorganised
Figure 10 Water Purifier Split Organised vis--vis Unorganised

Figure 8.1 Kent RO vs EFL vs HUL (yearly sales figures)
Figure 8.2 RO vs RO+UV (Yearly sales figures)
Figure 8.3 Kent RO vs EFL vs HUL (Yearly sales figures)
Figure 8.4 RO vs RO+UV (Yearly sales figures)
Figure 8.5 Kent RO vs EFL vs HUL (Yearly sales figures)
Figure 8.6 RO vs RO+UV (Yearly sales figures)
Figure 8.7 Yearly sales of Kent RO, EFL and HUL in Unorganized RO market
Figure 8.8 Percentage Sales standing of Kent RO , EFL and HUL in unorganized RO market
Figure 8.9 Kent RO vs EFL vs HUL (yearly sales figures)
Figure 8.10 Yearly sales of Kent RO, EFL and HUL in Unorganized RO market
Figure 8.11 Percentage Sales standing of Kent RO , EFL and HUL in unorganized RO market
Figure 8.12 Kent RO vs EFL vs HUL (yearly sales figures)
Figure 8.13 RO vs RO+UV (Yearly sales figures)
Figure 8.14 Kent RO vs EFL vs HUL standings in overall Delhi market (Organized Sector)
Figure 8.15 Kent RO vs EFL vs HUL standings in overall Delhi market (Organized Sector)
Figure 8.16 RO Purifiers vs RO+UV (Percentage Sales)
Figure 8.17 Regionwise overall Sales Figures across Delhi of Water Purifiers

Figure 9.1 Distribution channel - Pattern One
Figure 9.2 Distribution Channel - Pattern Two

Figure 10.1 Question Analysis
Figure 10.2 Question 3 Analysis
Figure 10.3 Question 5 Analysis
Figure 10.4 Question 8 Analysis
Figure 10.5 Question 9 Analysis
Figure 10.6 Question 10 Analysis
Figure 10.7 Question 11 Analysis
Figure 10.8 Question 12 Analysis
Figure 10.9 Question 13 Analysis
Figure Question 14 Analysis
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10.10
Figure
10.11 Question 15 Analysis




























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15. Bibliography

Websites:
Pentair.com
Pentairindia.com

Publications:
Indian Water Purifier Market Forecast Opportunities 2014 TechSci Research

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