Product wise selling Assignment B Sales
TABLE OF CONTENTSPAGE
1. SALES METHOD HUL HAS ADOPTED FOR SELLING PURE IT3
2. THE PROBLEMS AND ISSUES IN THE SALES METHOD5
3. SALES METHOD SUGGESTED FOR HUL FOR GOING FORWARD6
1. The sales methods HUL has adopted for selling Pure It: HUL is an Indian FMCG company with good market share and brand reputation. They entered the market with enough budgets. HUL launched its ‘Pure It’ water purifier brand in 2007 after a successful test marketing drive. The product category of water purifier was not growing very fast because of the high cost which was in between Rs 5000 to Rs10, 000. The main competitors of Pure it are Eureka Forbes and Aqua guard. The unique selling point of Pure it was its low cost high quality product which was Rs.2000 only and did not require any electricity or gas to operate. It was positioned as ‘as safe as boiled water’ which made the customers try it. On the other hand, HUL had to adopt the right strategy for selling their new product. Apart from different kinds of sales methods such as online sales, telephone sales, direct mail, infomercials (radio /television) HUL uses personal sales method for selling Pure It i.e. direct marketing approach to the customers. They are also using below the line promotions and above the line promotions. BTL is to focus on direct means of communication mostly direct mail and e-mail, often using highly targeted lists of names to maximize response rates. BTL services may include those for which a fee is agreed upon and charged up front. Since ‘Pure It’ was an unconventional product line introduced by HUL, it was needed to be visible to the target customers to make them aware of its existence. It was also important that the customers get to touch, feel, and understand its features and uses through some explanation and demonstration. HUL set up their kiosks near railway stations, bus stops and malls...