Current Status of PureIt in the Consumer Market in Pakistan
To date, PureIt has been unable to gain traction in the Pakistani
market. The following are the two major reasons for this:
The lack of incentives for customers to shift from the status quo of using traditional methods like boiling water to buying a water purifier.
Trust in the workability of PureIt as an efficient water purifier.
Unilever’s current modus operandi for marketing and selling Pureit is not effective. Sales representatives known as Pureit Water Experts(PWEs) are responsible for listing the potential advantages of PureIt to customers at supermarkets. There is a need for establishing a personalized connection with the target market, since a structural shift of opinion about the workability and advantages of a water purification system needs to be cultivated.
Benchmarking Pureit’s Current Implementation in Pakistan with India
In India,PureIt is one of Unilever’s most successful products. Hindustan Unilever digitized the distribution networks of Pureit via a well maintained online delivery and service portal. The adaption of the product was entirely community driven, and endorsements from the health authorities eased Pureit’s acceptance amongst the consumers.
In comparison, interaction between the product and the customer is missing in Pakistan. The Pureit website is outdated and low in User Experience (UX), while the customer service leaves much to be desired.
Output From the Design Thinking Exercises
The team decided to implemented human centered design (HCD) methodologies to develop the marketing plan for PureIt. A major reason for this was the fact that a successful adoption of the product required a much deeper understanding of the end users, and any solution had to be community driven.
The team engaged in multiple ethnographic studies, interviews and framework mapping exercises in order to understand how best to market the product within urban low income families in Lahore and Karachi. The following was the major output from the design thinking exercise.
Target Customer Analysis
The following was a persona of the typical PureIt customer.
As highlighted by the persona, the basic consumer need was of a cheap, hassle-free and time saving method for obtaining healthy water.
Value Proposition Chart
The following chart mapped out the value proposition that PureIt should be addressing for the customers
The Basic Insights Behind The Marketing Plan
The community in the target group(TG) is the main catalyst for our marketing campaign. We need a more intrinsic, personalized interaction with our TG, hence we need to use internal stakeholders i.e. existing PureIt customers chosen as Pureit ambassadors, and Unilever employees in the communities chosen as Pureit agents. Also, there should be endorsements from doctors and local health officials on the workability of the product.
The Central Idea of the Marketing Strategy
The central idea of the marketing strategy was the Share Water, Create Happiness Campaign. Under the campaign, the following two activities were recommended:
The Recommended Distribution Network
The following was the recommended distribution network for PureIt under the marketing plan
The Updated Business Model Canvas for PureIt
Under the revamped marketing strategy, the business model for PureIt was redesigned to be as the following:
The Next Steps
The marketing plan won in the PureIt category, and was one of the 6 final plans presented to Unilever’s senior management team.
PureIt Marketing Plan
Unilever Talent Hunt Final Presentation