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Pureit Credibility Challenge

Pureit was launched in 2010 by Unilever as a water purifier that provides safe drinking water through a 4-step purification process without boiling. It became popular for providing pure water without hassles, however still faced credibility issues regarding how safe the water was. Some consumers would still boil Pureit water. Unilever ran a campaign with doctor endorsements, but feels more can be done to increase consumer trust in Pureit's safety. The challenge is to develop a "Big Idea" and promotion approach to overcome credibility issues and establish Pureit as a trusted source of pure drinking water among consumers.

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Antara Islam
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398 views2 pages

Pureit Credibility Challenge

Pureit was launched in 2010 by Unilever as a water purifier that provides safe drinking water through a 4-step purification process without boiling. It became popular for providing pure water without hassles, however still faced credibility issues regarding how safe the water was. Some consumers would still boil Pureit water. Unilever ran a campaign with doctor endorsements, but feels more can be done to increase consumer trust in Pureit's safety. The challenge is to develop a "Big Idea" and promotion approach to overcome credibility issues and establish Pureit as a trusted source of pure drinking water among consumers.

Uploaded by

Antara Islam
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd

BizMaestros Case

Pureit: Developing credibility of a water purifier as a safe standard of pure drinking water
Pureit was launched in 2010 by Unilever as an entry into the water purification industry. Pureit
was developed to provide drinking water that is as safe as boiled water through a patented 4 step
technology. The Pureit works using a germ kill kit (GKK) which has to be replaced after every
1500 liters of water that is purified. It does not require any electricity or gas connection. In a
country like Bangladesh where getting quality source of drinking water in urban areas is near to
impossible, Pureit provided consumers an opportunity to get pure water without any hassles.
Through consumer research it was seen that people spend a lot of time and energy boiling water
for their family. Pureit provided a solution to this problem and during the launch, communicated
Pureit - As safe as boiled water, without the hassles of boiling.
Initially after the launch, Pureit did very well in sales. Using a newly developed sales channel and
reinforced by strong 360 communication, Pureit gained popularity in a lot of consumer
homes/offices. However, Unilever faced one crucial problem Pureit was still facing credibility
issues of how safe the water was.
In Bangladesh the Gold Standard of water purity is considered through boiling. It was even seen,
that consumers would boil their water and then pour it into their Pureit device. To increase
credibility, Pureit ran a second campaign Doctors endorsement where in a hospital context a
Pureit device is endorsed by a doctor. However, Unilever still feels there is still more things that
can be done to increase consumer credibility on the Pureit device.
The Challenge is therefore how to make Pureit a more credible source of pure drinking water
among consumers? You should consider
1. What is Big Idea that will ensure you overcome this challenge?
2. How are you going to reach consumers with your idea (e.g promotion, activation etc)?
Remember, we are looking for innovative ideas that will excite consumers so be Creative!
Instructions

The solution has to be exhibited either in the form of a video (max five min and max 5
MB) or a presentation (max 5 slides). Kindly do not send both PPT and video. Please note there
will be no additional marks on the image quality of the video.

Teams will have 48 hours to solve the case. The presentation/video has to be emailed to
[Link]@[Link] on or before 12pm, 25th September, 2012. Please note the
submission timeline will be strictly followed.

The teams also have to attach their team details ( Name, Contact Number)

If the team is selected then they will receive the case for the next round

You have to have a 5 member team. Less than 5 members in a team will be disqualified.

Along with the solution please email us your Team Details in an excel fileseparately.

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