Marketing Mix of Kent RO and 4Ps (Updated 2023)

The Marketing mix of Kent RO analyses the 4Ps of Kent RO, which includes the Product, Price, Place, and Promotion of Kent RO. Kent RO Systems Limited is a public company of Indian origin. It was founded in 1999 by its founder, Dr Mahesh Gupta. Kent RO is associated with the Healthcare and Consumer Durables industry and deals with manufacturing related products. Kent RO Purifiers occupies nearly 40% of the market share with annual sales of almost 225,000 units. In 2015, its annual sales were recorded at 4,500,000 units, with its total sales crossing one million. It faces competition from the following-

• Eureka Forbes
• LG Water Purifier
• Philips Water Purifier
• Pureit Water Purifier
• Whirlpool Water Filters
• Tata Swatch

About Kent RO

• Type: Water purifier company
• Industry: Consumer goods
• Founded: 1999
• Founder: Mahesh Gupta
• Headquarters: Noida, Uttar Pradesh, India
• Area served: India
• Key people: Mahesh Gupta (Chairman) and Vijay Kumar Juneja (CEO)
• Number of employees: 12,000+

Kent RO Product Strategy

Kent RO has evolved as a market leader with a vision to make the world happier, healthier, and better with innovative designs and enhanced technology. They are the pioneers in bringing a revolutionary technology like reverse osmosis to India. Over the years, the company has diversified to other products, and its vast portfolio includes-

Water Purifier

• Kent Tap Guard
• UV Water Purifiers
• UF Purifiers gravity-based
• Integrated RO Purifier with Chiller
• RO Water Purifier- Under the Counter

Water Softener

• Mini Water Softener
• Autosoft 255 Water Softener

Air Purifier

• Ozone Air Purifiers
• HEPA Car Air Purifiers
• HEPA Room Air Purifiers

Fruit and Vegetable Purifier

• Wall Mounted Vegetable Purifier
• Table Top Fruit and Vegetable Purifier

Slow Juicer Vacuum Cleaner

• Cyclonic Vacuum Cleaner
• Upholstery and Bed Vacuum Cleaner

Kent RO Systems is known for its wide range of water and air purifiers and other health-related home appliances.

The product mix of Kent RO in 2023 is as follows (Source)

1. Water Purifiers: RO (Reverse Osmosis) Purifiers: These are perhaps the most popular products in Kent’s lineup. They use RO technology to remove dissolved impurities from water. UV (Ultraviolet) Purifiers: These purifiers use UV radiation to kill bacteria and viruses. UF (Ultra Filtration) Purifiers: These are generally used for purifying soft water that doesn’t have heavy metals or dissolved salts.
2. Air Purifiers: These are designed to improve indoor air quality, using various filters to remove pollutants and allergens from the air.
3. Vacuum Cleaners: Kent offers a range of vacuum cleaners, including dry and wet models.
4. Kitchen Appliances: Vegetable and Fruit Cleaners: These use ozone technology to remove chemicals and pesticides from the surface of fruits and vegetables. Water Softeners: These soften hard water, making it suitable for washing and bathing.
5. Healthcare Products: Bed & Upholstery Vacuum Cleaner: Designed to remove dust, mites, and bacteria from beds and upholstery. Smart Chef Appliances: A range of kitchen appliances like noodle & pasta maker, Dosa maker, etc.
6. Commercial Water Purifiers: Large-scale purifiers designed for schools, offices, and factories.

Kent’s product mix is diversified across various categories, primarily focusing on health and hygiene. The company emphasizes technology and innovation in marketing its products, catering to domestic and commercial needs.

Kent RO Place Strategy

Kent RO has extended its presence to most parts of India, including nearly 1,800 towns and cities, with its headquarters at Noida in Uttar Pradesh. It has spread its international presence with exports to countries associated with SAARC, like Bangladesh, Nepal, Kenya, and a few Middle Eastern countries.

It has three manufacturing facilities at Roorkee in Uttarakhand, which has a capacity of 1 million units annually, and a fourth is underway at Noida. Kent has branches in states like Andhra Pradesh, West Bengal, Uttar Pradesh, Tamil Nadu, Rajasthan, Punjab, Maharashtra, Kerala, Karnataka, Haryana, Gujarat and Delhi. Its robust distribution channel includes services of trained officials and direct dealing operations via its highly trained workforce.

Kent RO’s place strategy is as follows:

1. Wide Retail Distribution Network: Kent RO products are available through a vast network of retail outlets across urban and semi-urban areas. This ensures easy accessibility for a wide range of customers.
2. Online Presence: The company leverages e-commerce platforms and its website to reach tech-savvy customers, providing convenience in shopping and expanding its market reach.
3. Service Centers: Kent maintains numerous service centers across various locations, ensuring efficient after-sales service and customer support, which enhances customer trust and satisfaction.
4. Global Expansion: Kent has expanded its presence to several international markets, catering to the global demand for water purification and home appliances and diversifying its geographical footprint.
5. Strategic Partnerships: Collaborations with dealers, distributors, and local vendors in different regions help penetrate deeper into markets and ensure the availability of products and services to a broader customer base.

Kent RO Pricing Strategy

Kent RO has become one of India’s top water purifier brands, with its annual turnover in 2010 at rupees 250 crores. The company earns nearly 80% of its total revenues from RO Purifiers. Kent RO offers its customers premium products that are made with the help of the latest technology, RO. Hence, its production costs tend to become a bit higher than its competitors’ prices from companies that have developed products with UV technology that are comparatively cheaper.

Kent has adopted a premium pricing strategy for its products, and the company has maintained it successfully because consumers are now more techno-friendly and comprehend the importance and value of high-quality products even if their base price is a bit higher. They realize that in the long run, their decision will prove fruitful as it directly impacts health.

Kent RO’s pricing strategy is a well-thought-out blend of value-based and competitive pricing designed to position the brand as a market leader and a provider of high-quality products. This strategy effectively balances affordability with the perception of premium quality, ensuring Kent’s appeal to a broad customer base. Here’s a deeper dive into their pricing strategy:

1. Value-Based Pricing: Kent RO focuses on offering products that deliver excellent value for the price. This approach is centered on the quality and technology of their water purifiers, justifying a higher price point than basic models in the market.
2. Competitive Pricing: Understanding the highly competitive nature of the water purifier market, Kent strategically prices its products in line with, or slightly above, its competitors. This positions the brand as a premium yet accessible cleaner, distinguishing it from lower-end and luxury competitors.
3. Segmented Pricing: The company employs a segmented pricing strategy for different product categories and models, catering to various customer segments. For instance, essential RO purifiers are priced for cost-conscious consumers, while advanced models with additional features cater to premium segment customers.
4. Psychological Pricing: Kent often uses psychological pricing tactics, like pricing products just below a round number (e.g., ?19,999 instead of ?20,000) to make the price more attractive and enhance the perceived value-for-money proposition.
5. Promotional Offers and Discounts: Regular promotions, discounts, and financing options attract price-sensitive customers, boost sales during festive seasons, and compete with other brands.

Kent’s dynamic pricing strategy adapts to market trends, consumer preferences, and competitive movements. It successfully positions and brands the brand as a top choice for consumers looking for quality, reliability, and advanced technology in water purification and home appliances.

Kent RO Promotion Strategy

Kent RO water purifier is a recognized Indian company with strong brand awareness. It has adopted several promotional plans to market its products successfully. The company has created and launched several commercials via television, radio, newspapers, magazines, hoardings, and social media platforms. Kent RO realizes celebrity power’s instant impact and has roped in famous Indian actor Hema Malini and her daughters Ahana Deol and Esha Deol. They can be seen in several ad campaigns for RO water purifiers.

The brand offers its customers user manuals and booklets with specific instructions. Demo videos can be uploaded from the company website to gather relevant information. Kent RO has received several awards for its innovations and excellent product quality. In 2007, it received the Golden Peacock Eco Innovation Award. In 2013, it was ranked number one as the most trusted Indian brand for water purifiers. It also received a Certificate of Excellence.

Kent RO’s promotion strategy is as follows:

1. Celebrity Endorsements and Advertisements: Utilizing famous figures in advertising campaigns to build brand credibility and appeal to a broad audience.
2. Digital Marketing and Social Media Presence: Leveraging online platforms for targeted advertising and engaging with customers, enhancing brand visibility and reach.
3. Customer Engagement Initiatives: Conducting health and hygiene awareness programs, offering product demos, and participating in trade shows to educate consumers and promote their products directly.

Some Recent Video ads and Print ads of Kent RO are:

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