Marketing Mix Of Kent RO – Kent RO Marketing Mix

Kent RO Systems Limited is a public company of Indian origin. It was founded in the year 1999 by its founder Dr Mahesh Gupta. Kent RO is associated with Healthcare and Consumer Durables industry and deals with manufacturing of related products. Kent RO Purifiers occupies nearly 40% market share with its annual sales of nearly 225,000 units and in the year 2015, its annual sales was recorded at 4,500,000 units with its total sales crossing one million units. 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+

Product in the Marketing Mix Of Kent RO :

Kent RO has evolved as a market leader with a vision to make the world a happy, healthy and better place with its innovative designs and enhanced technology. They are the pioneers in bringing to India a revolutionary technology like Reverse Osmosis. Over the years company has diversified to other products and its huge 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

Place in the Marketing Mix Of Kent RO :

Kent RO has extended its presence to most parts of India that includes nearly 1,800 towns and cities with its headquarters base at Noida in Uttar Pradesh. It has spread its international presence with exports to countries associated with SAARC like Bangladesh and Nepal and also to Kenya and 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 official and direct dealing operations via its highly trained workforce.

Price in the Marketing Mix Of Kent RO :

Kent RO has become one of the top water purifier brands in India with its annual turnover in the year 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 help of latest technology RO and hence its production costs tend to become a bit higher than its competitor’s prices that have developed products with UV technology that is comparatively cheaper.

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

Promotions in the Marketing Mix Of Kent RO :

Kent RO is a known and recognised 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 channels, radio, newspapers, magazines, hoardings and social media platforms. Kent RO realises the instant impact of celebrity power and hence 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 purifier.

The brand offers its customer’s user manual and booklets with specific instructions. Demo videos can be uploaded from company website to gather relevant information. Kent RO has received several awards for its innovations and excellent product quality. In the year 2007, it received Golden Peacock Eco Innovation Award and in the year 2013, it was ranked at number one position as Most Trusted Indian Brand for water purifiers and also received Certificate of Excellence.

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