Marketing Mix Of Aquaguard and 4Ps (Updated 2023)

The Marketing mix of Aquaguard analyses the 4Ps of Aquaguard’s marketing mix strategy, which includes the Product, Price, Place, and Promotion of Aquaguard. Aquaguard is a pioneer in water purifier systems and is the product of Eureka Forbes Limited. The parent company, Eureka Forbes, was founded in 1982 as a joint venture of Tata Sons’ Forbes Gokak and Sweden’s Electrolux. Now, it is part of a Shaporji Pallonji group with an employee strength of about 7,000. In the 1980s, the brand Aquaguard was first introduced, and then it became synonymous with pure water for homes in India.

It has almost become a generic brand name for ro purifiers in India, with people saying that they want Aquaguard instead of asking for a Water purifier. Eureka Forbes Limited introduced the maiden universal water purifier Aquaguard Total Sense, which autosenses the type of water and selects optimum purification technology.

About Aquaguard

• Type: Water purifier
• Industry: Water purification
• Founded: 1982
• Founder: Murli Dhar Gupta
• Headquarters: New Delhi, India
• Area served: India
• Key people: Murli Dhar Gupta (Chairman) and Sameer Narang (CEO)
• Number of employees: 10,000

Aquaguard Product Strategy

Aquaguard water purifiers have an advanced product range with patented mineral guard technology. The various types of water purifiers and products offered by Aquaguard are as follows:

• RO water purifiers: Aquaguard Revivato purifies the water from the borewell with a salty taste.
• UV water purifiers: Aquaguard is classic and compact. To effectively purify the water from municipal water supply drawn from lakes or rivers, this doesn’t have a salty taste.
• RO+UV water purifiers
• Universal water purifiers: Gold Nova and Total Sensa two have RO+UV+ UF features to protect the original taste of water. They automatically choose the type of purifying technology based on the water source, whether from a bore well, a municipal, or a tanker.
• Personal water purifiers: to provide you with pure water on the go.

Aquaguard was one of the first water purifier movers; its products are far better than those of its competitors. Aquaguard mid-range water purifiers have a multistage purification process, a 6-liter capacity, and a digital display that lets you see the cartridge’s life. On the other hand, Kent’s similar water purifier business has a 5-stage purification with an 8-liter capacity. So, Kent is a brand in the water purification field, along with Aquaguard.

The Product Mix of Aquaguard in 2023 is as follows (Source)

1. Water Purifiers: Aquaguard offers a variety of water purifiers designed to remove impurities, contaminants, and microorganisms from drinking water. These cleaners may use different purification technologies, including RO (Reverse Osmosis), UV (Ultraviolet), and UF (Ultrafiltration), to provide clean and safe drinking water.
2. Water Filters: Some Aquaguard products are designed as water filters, which help improve the taste and odor of tap water by removing chlorine, sediments, and other common impurities. These filters are often used in conjunction with existing water sources.
3. Water Softeners: Aquaguard offers water softeners to address complex water issues. Water softeners use ion exchange technology to reduce the concentration of minerals like calcium and magnesium, which cause water hardness.
4. Whole-House Water Treatment Systems: These comprehensive systems are designed to treat water at the household entry point. They provide clean and treated water for all household purposes, including bathing, washing, and cooking.
5. Under-Sink Water Purifiers: Aquaguard offers under-sink water purifiers that are installed directly under the kitchen sink. These systems provide a continuous supply of purified water for drinking and cooking purposes.
6. Portable Water Purifiers: Some Aquaguard products are portable and compact, suitable for travelers and individuals who need access to purified water while on the go. These portable purifiers are often based on advanced filtration technologies.
7. Water Purifier Accessories: Aquaguard may provide a range of accessories, including replacement filters, cartridges, and spare parts, to maintain and enhance the performance of their water purifiers.
8. Service and Maintenance Plans: Aquaguard typically offers service and maintenance plans to ensure that their water purifiers continue to function effectively. These plans may include regular servicing, filter replacements, and customer support.

Aquaguard Place Strategy

The friendly man from Eureka Forbes in a well-clad uniform suit became the image of Aquaguard service members and the installation person. They are responsible for marketing, directly selling the product, maintenance, and periodic checkups. The company lags in the space of gravity-based water purifiers which work without electricity, as the competitor Kent made a move first and brought them in 2009.

Being one of the pioneers in the water purification industry, Aquaguard has a vast channel network nationwide. The product is sold via dealers who provide installation for the products. It is also sold via modern retailers and online channels. The company is known for its push strategy and has strong incentives for any dealer or employee who sells the maximum. This ensures that there is always growth in Aquaguard’ business.

The company also has a strong service network for products such as Water purifiers. There are many spare parts in a purifier for which you need authentic dealers and distributors. As Aquaguard is a leading trusted brand name, people are conscious about genuine spare parts and search for accurate and authorized service channel partners of Aquaguard only.

Here’s a place strategy for Aquaguard:

1. Dealer and Distributor Network: Aquaguard has established an extensive network of authorized dealers and distributors. These local partners are strategically located across various regions, ensuring that Aquaguard products are readily available to customers.
2. Exclusive Brand Stores: Aquaguard operates exclusive brand stores and experience centers in select locations. These physical outlets showcase their products, allowing customers to explore the product range, receive demonstrations, and seek expert advice.
3. Online Presence: Aquaguard maintains a robust online presence through its official website and e-commerce platforms. Customers can browse product information, purchase, and access customer support services online, enhancing convenience and accessibility.
4. Service Centers: Aquaguard has service centers and authorized providers to offer maintenance and repair services for its water purifiers. These service centers are strategically located to ensure timely assistance to customers.
5. Retail Partnerships: Aquaguard products are often available through partnerships with retail chains, electronics stores, and home appliance outlets. This approach broadens the distribution network and makes Aquaguard products accessible to a wider audience.

Aquaguard Pricing Strategy

Other players like Unilever, Sure, Nasaka, and Kent are the main competitors for Aquaguard. Kent RO water purifier costs Rs17000, and Aquaguard RO water purifier costs Rs 15900. As an older player in the market, it can fetch this price through economies of scale. Unilever’s Pure IT RO purifier costs around Rs 10000, and Aquaguard UV purifier costs around Rs 8000. Being a top brand over three decades old, Aquaguard can provide a competitive price to retailers.

At the same time, we must remember that there are many local players in the market besides national players. These local players give speedy service, so they take away the most market share. Hence, Aquaguard’s competitive pricing is the only advantage in its kitty. This competitive pricing matches its superior value very well; therefore, the customers get the correct value-for-money products from Aquaguard.

Here’s an analysis of Aquaguard’s pricing and distribution strategy:

1. Value-Based Pricing: Aquaguard’s pricing strategy is primarily rooted in value-based pricing principles. The brand positions itself as a provider of high-quality water purification solutions that offer health and safety benefits to consumers. Prices are set to reflect the perceived value of clean and safe drinking water, emphasizing the importance of investing in one’s well-being.
2. Tiered Pricing: Aquaguard typically offers a range of water purifiers with varying features and capabilities. This tiered pricing approach caters to different customer segments and preferences. Customers can choose from a spectrum of products, from basic models with essential features to advanced systems with cutting-edge technology.
3. Transparency and Affordability: Aquaguard often emphasizes transparency in its pricing, providing customers with clear information about product costs, specifications, and the benefits of water purification. While premium features command higher prices, the brand offers more budget-friendly options to make clean water accessible to a broader audience.
4. Warranty and Service Inclusions: Aquaguard’s pricing often includes warranties and after-sales service. This adds value to the product and gives customers peace of mind, knowing their investment is protected. Premium models may come with extended warranties and service plans.
5. Educational Marketing: Aquaguard uses educational marketing strategies to justify its pricing. This includes educating consumers about the potential risks of untreated water and the long-term cost savings associated with investing in water purification. Such messaging reinforces the value of Aquaguard’s products.
6. Promotional Pricing: Periodically, Aquaguard may introduce promotional pricing strategies, such as discounts, bundled offers, or trade-in incentives. These promotions aim to stimulate demand, attract new customers, and encourage upgrades or replacements of older models.
7. Competitive Positioning: Aquaguard closely monitors competitors’ pricing strategies in the water purification industry. This allows the brand to remain competitive while maintaining its premium image. Pricing decisions consider both the features offered and the pricing strategies of rival brands.

Aquaguard Promotion Strategy

Initially, in the 1980s, water purifiers were unknown products. Hence, the company adopted the marketing strategy of direct selling, and now it has become Asia’s largest direct-selling company, with 5000 direct-selling agents covering up to 1.25 million Indian households. Aquaguard has a good brand image and brand loyalty among its customers, and in a way, Aquaguard has become a synonym for water purifiers.

From the start, the push strategy of Aquaguard was very strong & the sales strategy that it employed of sending salespeople from door to door was detrimental to create a strong brand. Because a personal salesman was present, the company could handle service very well and received much feedback for the quality of its products.

Later, the company moved to digital marketing medium, as the selling agents faced problems tapping the gated communities’ customer base. So, newspaper ads, helpline numbers, and TV ads were started to deal with it. In this space, competitors like Kent got a celebrity Hema Malini, to be the face of their product, which boosted their sales, too. The products of the companies Kent and Unilever are more retail-focused, whereas Aquaguard still relies on direct selling agents as their core strength.

Some Recent Video ads and Print ads of Aquaguard are:

Aquaguard with Copper+ Zinc Technology New TVC by Madhuri Dixit | Hindi 20sec – YouTube

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