IIPM, GURGAON
The company has come a long way, achieving turnover of Rs.30 crore in the first three months of this fiscal year. Kent RO expects to touch the Rs.100 crore mark by the year end & Rs.200 crore by the next year. However, Kent RO still faces tough competition in the market, as its RO technologies expensive compared to the Ultra Violet technology that Aquaguard and other water purifiers use. Adds Gupta, “On one side we have competition from a generic name – Aquaguard, while on the other side we have packaged mineral water.” So what entices a customer to go and buy a more expensive product that is even a late entrant in the market? The answer is simple, Kent-RO provides two advantages – firstly, a better quality product that can purify even dissolved impurities in water that no other purifier can and secondly the consumer gets the convenience of on the spot availability. Explains Gupta, “The reason why people prefer this is that the packaged water will still have chances of contamination during the process of transportation or pilferage as you call it. On the other hand, you can be sure of the quality that is made with your water at your home.”
Feeling the threat of its superior technology also convinced Aquaguard to come out with a water purifier with RO technology. But clearly in this segment Kent RO has leap-frogged ahead of competition. Leaving no stone unturned, the company has been marketing the brand and technology in a big way. Roping in the three Deol girls gave the brand instant eyeballs. Asserts Gupta, “I had to do two things; one to educate my customer and other to build trust. Now our brand is associated and known through Hema Malini.” Besides direct marketing channels & dealers’ network, Kent- RO products are also visible in branded retail stores such as Big Bazaar, Reliance et al. Moreover, it has tied-up with Indian Oil for better visibility. And with people getting educated and wanting the ‘BEST’, Kent RO will soon reap the rewards of its investments.
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Source : IIPM Editorial, 2008
An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).
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