STUDY OF VERTICLES AT EUREKA FORBES³ Study of Verticals at Eureka Forbes By Summer Internship Report submitted to University of Mumbai in Partial fulfillment for the award ofMaster of Management Studies in Marketing IntesharMemon Roll No. 35 For the summer Internship at, E4 Coaching and Development and Eureka Forbes VIVA INSTITUTE OF MANAGEMENT STUDIES (Affiliated to University of Mumbai, Approved by AICTE, New Delhi) 10th May¶ 10 ± 30th June¶ 10 Copyright@IntesharMemon Page 1 STUDY OF VERTICLES AT EUREKA FORBES ACKNOWLEDGEMENT The completion of any report depends upon the co-oration, co-ordination and combined efforts of several resources of knowledge inspiration and energy. Before we get into thick of the things. I would like to add a few heartfelt words for the people who were part of this project in numerous ways« people who gave unending support to us in completing this project. I take the occasion to thank our director M.I.KHAN, e4 development and coaching Ltd and Eureka Forbes ltd. to give me opportunity to work on this project, which helped me in taking practical experience on-field. The whole programmed has been full of learning and understanding the culture of the organization. I feel immense honour expressing my sincere and profound sense of gratitude to Mr. BhushanLawande, (MD & CEO E4 development & coaching ltd.) for providing me an opportunity to work with EFL. I would also like to express my sincere thanks to mrchiragsingh (coordinator) and also to marketing, sales department in EFL who also guided in a right sense and on right path. I would like to thank Mr.sanjivhaldar(Area Head, Mumbai) who helped me to picture complete retail division of Eureka Forbes in mumbai. I must also extend my heartiest felicitation to Mr. Supriyo Gupta (territory Sales In-charge) Not forgetting guidance by Mr. Mangesh(Distributor Sales Officer). A special thanks to Mr. Zaki Ahmed (teriitory head institution selling BtoB) along with mrDweepesh and Deepakwhich helped me to experience the actual field operations, problems and approaches in institution selling. Who was always there to guide me on-field as well as off-field. Without their cooperation this project would have gained no momentum to facilitate the learning process and sharing market experience. Lastly special thanks to my family members for being extremely supportive during my training period. Vivaims summer project Page 2 STUDY OF VERTICLES AT EUREKA FORBES Sr. No. Topic 1 2 3 Executive Summary Company Overview 1. Vision, 2. Mission 3. Value 4. Symbol Of Quality 5. Euro Smile 6. Certification 7. Management Structure 8. Dreams 9. Press Centre Market Share Market Trend Differentiate From Other In The Industry Porter Generic Competitive Strategies 4 P¶s Analysis SWOT Analysis Verticles Of Eureka Forbes (1) Introduction (2) Consumer Division (3) Forbes Pro Solution Survey (1) Questionnaire (2) Findings From Survey (6) Observations And Recommendations Bibliography Page No. 4 5-7 8 9 10 11 12 13 14 15 16 17 18-19 20-22 23-24 25-32 33 34 34 35-42 43-53 54-63 54-63 54-63 64 4 5 6 7 8 9 12 Vivaims summer project Page 3 STUDY OF VERTICLES AT EUREKA FORBES Executive summary This project was done in eureka forbes, dadar Mumbai. The project was carried out to understand and study of verticles in eureka forbes. The main objective of the project was to study the secondary business of retail B2B and corporate care division B2B and find out if any gaps exist in the current system. The primary data was collected with the help of questionnaire and personal interviews. Secondary data was collected from website of eureka forbes. This report contains brief overview of eureka forbes. Its market trends, market share, competitor analysis and a survey on consumer behavior about the water purifier of eureka forbes. In retail division products goes through different channel people inside as well as outside company people. So it was possible to get maximum input from retail division. Since the project given was field project, the research is based upon informal interview of different people in retail hierarchy also upon market observation. This report is entails study and analysis of retail division, customer service and Ähow bad after sale service causes decrease in rate of product sales (Water purifiers) Report analyses inputs given by different people involved in retail hierarchy and channel as well as market observation. This analysis will help organization to understand the problem better and accordingly to take decisions to eliminate service glitches and improve the service. This project also contains industrial selling process, important aspects of industrial selling, distributor management etc. Vivaims summer project Page 4 STUDY OF VERTICLES AT EUREKA FORBES COMPANY ANALYSIS EUREKA FORBES LIMITED²the Organization. Eureka Forbes is Rs billion multi- product multi- Channel Corporation which is a part of the Shapoorji-Palings Groupwhich was set up in 1982, to market health and hygiene products to Indian consumers. It has evolved as a leader in domestic and industrial water purification system, vacuum cleaners, air purifiers and security solution. Eureka Forbes were the first to introduce domestic Water Purification System(1984)- the ³ Aquaguard´ model-as well as it revolutionized the Indian market by introducing products like Home Cleaning System(1982), and Air Purification System(1994). In order to introduce these previously unknown products to society in which nationwide commercial campaigns were impossibility, the company had to pioneer another innovation- directing sealing. The crops of suit- clad Eureka Forbes salesman were the first such in the country and were tremendous success. They are now- Asia¶s largest direct selling organization with a 5000 strong direct sales force touching 1.25 million Indian homes and adding 1,500 customers daily. Such was the success of Eureka Forbes that ³Aqua guard´ has now become a synonym for water purifier in India, like ³Xerox´ for [photocopying] ³ The promise was clear: To create a company that wouldn¶t be about bricks, mortar or sales graphs, but driven by something for more potent. Something that would stand the would stand the test of time: relationships´ Vivaims summer project Page 5 STUDY OF VERTICLES AT EUREKA FORBES DIRECT MARKETING Eureka Forbes followed the globally ³tried and tested direct selling route for marketing its products in India, thus becoming one of the first direct selling companies in India. Vacuum cleaners for water purifiers were rather new concepts for India consumer, who had till then followed only the traditional methods of cleaning and filtering. Therefore, Eureka Forbes had to first establish the concept of vacuum cleaners and water purifiers in India before it could sell µEureka¶ is a brand. The company believed that its core strength was its people. It employed dynamic, highly motivated individuals, called µEuro champs¶ who projected. The image of ³The friendly man from Eureka Forbes. Thus, for the average Indian consumer, Eureka Forbes become synonymous with the smartly dressed salesman who come to their houses and cleaned up things in a jiffy or showed how air/water purifier were indispensable. Euro champs initially targeted the metros but soon began visiting smaller cities and towns also commenting on the decision to diversity into bottled water company sources said that it was only to strong then the core products by capitalizing on their brand image. Goklaney said ³In the water category, I will conduct activities which strengthen my core products. How I do that and what I do is a matter of strategy´. According to company sources, Eureka Forbes not only had the financial strength, but also a strong network to sales executives to push its new products into the market. The company¶s decision to enter the retail business was primarily the result of its launch of µTronada¶ vacuum cleaners and µAquaflo¶ water purifier in 1995. Eureka Forbes had utilized the retail route for this range, mainly to cater to the industrial segment. Over the years, the retail business assumed greater significance and by 1999, around 5% of the company¶s sales came from the 2500- strong dealer network in1999. Eureka Forbes ltd. The leading vacuum cleaner and water/air purifier equipment company, announced a major policy change that came as a surprise to the Indian corporate world. The company, regarded as the pioneer of direct marketing in India, was planning to focus more on the retailing business in the future. Commenting on this decision, &Goklaney, Marketing Director, Eureka Forbes, Said ³Direct sales permits us to exploit only the top end of the market.´ This move was in accordance with the company¶s plans to increase the validity of its products. The company planned to make its products available in retail outlets through its dealer network, spread across 2,600 dealers. Vivaims summer project Page 6 STUDY OF VERTICLES AT EUREKA FORBES Eureka Forbes FriendforLife Customers have always been the centre of business for ELF, they strive to be in close and constant touch with have also taken initiative to educate their customers to change their perceptions and practices. According to the ELF officials ³A sale is only the beginning of the relationship ³, however company makes specials efforts to let the bonds of friendship endure through their service. Everyone at EFL strive hard to make a customer there µFriend for life¶. Eureka Forbes have rechristened their offices to CRS (Customer Response centre making them the hub of all customer centric efforts. A significant part of theirrevenues comes from relationship marketing including service contracts, spares and accessories sales, products up gradation and new references. As more channels to reach out to customers were introduced, organization was restructured to harmonize these multiple avenues of interaction and present a single face to the customer is every one¶s customer under this process of µconvergence¶ y A 5 billion multi-product, multi-channel corporation. y Operating in over 92 cities, with over 6000 employees. y Pioneers & leaders in water purification systems, vacuum cleaners & air purifiers. y Pioneers in direct selling - Asia's largest direct selling organization- 5,000 strong direct sales force touches 1.25 million Indian homes, adding 1,500 customers daily. y Customer family now numbers over 5 million - enduring relationships as 'Friends for Life'. y Expanded channels that reach out to customers to include a 3,800 strong dealer sales network. A 58 distributor strong institutional sales network; Vivaims summer project Page 7 STUDY OF VERTICLES AT EUREKA FORBES Vivaims summer project Page 8 STUDY OF VERTICLES AT EUREKA FORBES Vivaims summer project Page 9 STUDY OF VERTICLES AT EUREKA FORBES Vivaims summer project Page 10 STUDY OF VERTICLES AT EUREKA FORBES Vivaims summer project Page 11 STUDY OF VERTICLES AT EUREKA FORBES Service at your doorstep India¶s largest after-sales service network - over 650 Service Centres 3,000 trained technicians make 10,000 calls a day Single number access - 24 hours in 8 major cities - 3988 33 33 Only genuine spare parts Free routine check-ups and free service camps Annual Maintenance Contracts - the largest in the country Mobile service vans A specialized service by Eureka Forbes to provide all the information about Eureka Forbes products and services at one single number - available 24 hrs*365days. The Euro Help Line provides the following: Gives complete information about products and services Locations of Customer Response Centre or Sales offices, timings, contact persons, etc. Solutions to simple problems on the spot A single point solution to customer queries or calls Information on status of complaints and requirements Vivaims summer project Page 12 STUDY OF VERTICLES AT EUREKA FORBES Factories ISO 14000 and 9000 certified Tested and certified by over 100 laboratories in India, US, UK and South Africa . Certifications include those from the highly reputed Bureau of Indian Standards (BIS), University of Minnesota; University of Pretoria, South Africa; Water Quality Certificate USA; WQC - Thames Water Centre - USA; University of Sunderland - England. ISI (Indian Standards Institute) certification IMA (Indian Medical Association endorsement) Incorporates Association pesticides prestigious (WQA) certified International carbon Water block that Quality removes CE certification for the unmatched safety of products Vivaims summer project Page 13 STUDY OF VERTICLES AT EUREKA FORBES MANAGEMENT STRUCTURE CHAIRMAN Pallonji Mistry MANAGING DIRECTOR Suresh Ghoklani C.E.O Aslam Karmani NATIONAL SALES MANAGER AjaySharma NATIONAL SALES MANAGER Ravi Kumar Vivaims summer project Page 14 STUDY OF VERTICLES AT EUREKA FORBES Vivaims summer project Page 15 STUDY OF VERTICLES AT EUREKA FORBES PRESS CENTER Most Truste d Brand Award: Platinum Category for your very own Superbrand: Aquaguard!!!!! "Aquaguard Water Purifier and Euroclean Vacuum Cleaner once again awarded the Mera Brand" Celebrate summer the healthy way as Aquaguard RO Health Yatra comes to town! Cambridge School from Noida city is Winner of the 4th Euro Enviro Quiz 2006, the largest ever National school quiz on Environment ! Eureka Forbes Runs for A Cause - Save Water and Harvest it! Recruiting and Staffing Best in Class Awards 2005 Protecting the Environment - Let us learn it from Children!!! Eureka Forbes Limited awarded for Customer Responsiveness Eureka Forbes Limited wins Asian MAKE Award Eureka Forbes is now a Case Study In Harvard Business School - Boston (USA), November 11, 2005 Vivaims summer project Page 16 STUDY OF VERTICLES AT EUREKA FORBES MARKET SHARE It is estimated that roughly two thirds of the existing water purification market belongs to UV water purifiers and one third is shared between reverse osmosis purification systems and chemical purifiers. In the UV purifier segment, Eureka Forbes¶ Aqua guard is the clear market leader with approximately 68% market share. Other brands include Philips¶ Intelligent Water Purifier with 7% and HUL¶pureit. With 25% market share. The UV purifier market is estimated to be growing at a lower rate than the chemical based segment. Reverse osmosis purifiers, which are rather expensive and not the preferred option in many areas, have a smaller share of the market when compared with UV purifiers and chemical based systems. In the reverse osmosis segment, Eureka Forbes is again the major player with 60% share. A major portion of the remaining 40% belongs to Kent reverse osmosis Systems.. MARKET SHARE OF RO MARKET SHARE OF UV 25% 40% EUREKA FORBES KENT 60% 7% 68% EUREKA FORBES PHILIPS HUL Vivaims summer project Page 17 STUDY OF VERTICLES AT EUREKA FORBES MARKET TRENDS The water purifier market is seeing a three-way fight between the two global giants, Hindustan Unilever and Philips, and the local market leader, Eureka Forbes which has unleashed a new national campaign for its economy water purifier brand. Both HUL and Eureka are gearing up to woo the large section of the lower-income group which could not afford ultra-violet water purifiers with a starting price of about Rs 5,000 and do not have steady supply of electricity and tap water HUL, which began selling its Pure it brand of water purifier nationally earlier this year, is now being challenged by Eureka Forbes with its Aqua sure brand launched nationally this month. Aqua sure uses a resin based technology in which the water is treated by a chemical like bromine and then the chemical is removed from the water after it purifies it. This product also does not need electricity. Eureka is straddling the retail and also direct selling model to increase its market share and keep HUL at bay. While HUL is selling its water purifier at Rs 1,800, Eureka has priced one of its models at Rs 1,600. Industry experts say that in India three types of water purifiers are being marketed now ² ultra-violet based, reverse osmosis and resin based. The country¶s largest water purifier maker Eureka Forbes¶ Aqua guard is the market leader with 68 per cent in UV-based market. Vivaims summer project Page 18 STUDY OF VERTICLES AT EUREKA FORBES In reverse osmosis (RO) as well the company enjoys 60 per cent share and Delhi-based Kent RO systems has 40 per cent share. RO based water purifiers are the most expensive section of the water purifier market and are priced at Rs 13,000 and above. Philips, on the other hand, which uses UV-based technology to purify water, has dropped its price to Rs 6,995 from the initial launch price of Rs 8,500. Industry sources say its struggle to establish itself in the market with lesser priced water purifiers by competitors has been difficult.. Out of the 220 million households in India, only about 8 million use water purifiers. Eureka Forbes has a reach of 6 million households. HUL, in its first three years of operations, has already sold 1 million units. Vivaims summer project Page 19 STUDY OF VERTICLES AT EUREKA FORBES DIFFERENTIATE FROM OTHERS INDUSTRY IN THE Eureka Forbes Ltd. is one of the largest companies in water purifier industry. The company is working is two way first is direct marketing and second is channel marketing. Eureka Forbes Ltd. is first company in India who is dominant in direct marketing .in the sense on direct marketing is to sell the product direct to the end customer. In this marketing there are no intermediatries. This type of marketing contributes 75% sales turnover. On the other hand Eureka Forbes Ltd. is also dominant channel marketing. This is followed by company to distributors, distributors to dealer, dealers to end customer. This type of marketing contributes 25% sales turnover. In this company¶s water purifier have unique 5 stage purification process in this purification process there are 5 filer. y Stage 1 there is a particulate filter which is removes dirt & floating particles. y Stage 2 there is sediment filter which is removes suspended impurities. y Stage 3 there is a Biostat carbon block which is removes bad odour and taste and also removes chlorine and organic chemicals. y Stage 4 there is active disinfectant to seeks & destroys Disease-causing bacteria and virus y Stage 5 there is special activated carbon for retains the natural taste of water. Vivaims summer project Page 20 STUDY OF VERTICLES AT EUREKA FORBES KENT is dominant in industry by channel sales. But this company use advertising. The brand ambassador of Kent is bollywood actress Hemamalini.I Kent Purification by RO followed by UV with TDS Controller to maintain natural minerals in water .Computer Controlled Operation with Filter Change Alarm & UV Fail Alarm .After a preset time, Filter Change Alarm is audible which indicates the time to replace the filters. If the filters are not changed within next 60 hours of use, the purifier will stop functioning .Incase the UV stops functioning, UV Fail Alarm is audible. The purifier will not function until the UV lamp is replaced .Stylish eye catching modern design.´Purified water level indicator" on storage tank .Enhanced purification through an additional Micronics Filter .Spin Welded RO Membrane Housing to prevent tampering .Secondary purification by UV after RO ensures enhanced water quality throughout service cycles .Monitoring filter replacement in time helps maintaining the optimum filter & water quality.8 liters of purified water storage capacity that makes water available on demand, even in the absence of electricity / water supply. Fully automatic operation with auto-start and auto-off & Built-in SMPS to operate within 160-300 AC voltage Philips have good name in electronics world. So the water purifier of Philips sells with their brand name.Philips water purifier have advanced state-of-the-art UV (PLS) technology destroys known waterborne viruses, bacteria, parasites and amoebae while the activated carbon and sediment filter removes turbidity, chlorine, volatile organic chemicals (VOC¶s), cysts, larger micro-organisms and improves taste. The maximum flow rate of 1.2 liter per minute ensures that you have safe drinking water available at any time HUL is the very big FMCG Company. In water purifier industry this company have one product that is pure it. In pure it has a Germ kill battery. This technology kills all Vivaims summer project Page 21 STUDY OF VERTICLES AT EUREKA FORBES harmful viruses and bacteria and removes parasites and pesticide impurities. Pure it is available in two attractive colors that are Royal Blue and burgundy Feature From the house of Eureka Forbes, leaders in water Purification for 25 years Endorsed by Indian Medical Association Consumer Benefit AquaSure Philips Kent Purit Trust of 25 lac customers Guarantee of 178000 doctors Gives the freedom to place where ever you want Table top facility Stainless Steel bottle holding Convenience to fill tray water by keeping glass Back Flush Facility clean the filter Gives you water which is safer than boiled Power Boil water back up of 1004 exclusive gives very quick after service centers across 186 sales service across cities india cartridge life indicator wall hanging facility twist filter change macro filter Dust and soil remove Suspended particles remove sediment filtre ¥ ¥ ¥ ¥ ¥ ¥ ¥ ¥ ¥ ¥ ¥ ¥ X X X X ¥ ¥ ¥ ¥ x X X X ¥ ¥ ¥ x ¥ ¥ ¥ x x x x x x x ¥ ¥ ¥ x x x x ¥ ¥ x Vivaims summer project Page 22 STUDY OF VERTICLES AT EUREKA FORBES PORTER S STRATEGIES GENERIC COMPETITIVE To analyze a firm¶s success in an industry in which it is operating its position in the industry and its attractiveness should be evaluated. a firm can perform profitably, even though the industry is not lucrative, if it can employ its resources optimally. If the company determinant of a firm¶s profitability is the attractiveness of the industry on which it operates, an important secondary determinant is its position with in that industry. Even though an industry may have below-average profitability, a firm that is optimally positioned can generate superior returns. Michael E.Porter suggested that all strategies are the derived strategies from generic strategies. They are given below 1. Cost leadership strategy: - a firm gains cost leadership in an industry when it¶s cost of production is lower than that of its competitors. It can gain cost leadership by managing its processes and resources efficiently this strategies involves attempting to minimize cost in every aspect of the business. 2. Differentiation strategy: - firm that adopt the differentiation strategy successfully have access to advance scientific research ,a highly skilled labor force, effective communication strategies, etc. a firm may differentiate its products and service in various way . it may differentiate itself from others in terms of design or brand name. 3. Focus strategy: - a firm is pursuing a focus strategy trend to serve a specific segment instead of catering to the entire market. This segment may be a special group of customers, a specific geographic area or particular product or service line. A firm Vivaims summer project Page 23 STUDY OF VERTICLES AT EUREKA FORBES following a focus strategy and also differentiated strategy will have advantage of pricing their product higher. In water purifier industry the product of this industry is divided in to two segments first is reverse osmosis segment and second is ultra violet segment. In reverse osmosis segment the Eureka Forbes ltd follow cost leadership strategy and differentiation strategy because this company have three type of RO.those are used for low TDS(Total dissolved solid) water and high TDS water. The all three product of this company are different for their storage capacity, purification stages and modal. And this company is working about 25 years so the company has lots of goodwill and brand name. On the other hand Kent also comes in water purification industry with their product. Kent is follow focus strategy and differentiation strategy because Kent is working only one product that is Kent RO. Kent brand ambassador is bollywood actress HEMA MALINI. Philips also come in this industry with their brand name so Philips follow differentiation strategy. In ultra-violet segment the Eureka Forbes ltd.follow cost leadership. Differentiation and focus strategies because this company have five types of UV those are different for there feature like storage capacity, online, electric & non electric, water outflow, etc. the company have good band name. In this segment the company targets all levels of customer. On the other hand HUL follow the differentiation and focus strategies because the company have good brand name. And HUL have only one product that is PURE IT. HUL, which began selling its PURE IT brand of water purifier nationally earlier this year, is now being challenged by Eureka Forbes with its AQUASURE brand launched nationally this month. . Vivaims summer project Page 24 STUDY OF VERTICLES AT EUREKA FORBES 4PS ANALYSIS The major marketing management decision can be classified on one of following four categories 1. Product 2. Price 3. Place 4. Promotion These variables are known as the marketing mix or 4 P¶s of marketing. They are the variables that marketing managers can control in order to best satisfy customers in the target market. Product: - The product is the physical product or service offered to the costumer. In the case of physical product, it also refers to any services or conveniences that are part of the offering. Product decision includes aspects such as functions, appearance, packaging, service, warranty, etc. Price: - Pricing decision should take into account profit margins and the probable pricing response of competitors. Pricing includes not only the list price, but also discounts, financing, and other options such as leasing. Place: - Place decisions are those associated with channels of distribution that serve as the means for getting the product to the target customers. The distribution system performs transactional, logistical, and facilitating functions. Promotion: - Promotion decisions are those related to communicating and selling to potential consumers. Since these costs can be large in proportion to the product price, a break-even analysis should be performed when making promotion decision. It is useful to know the value off a customer in order to determine whether addition customers are worth the cost of acquiring them. Vivaims summer project Page 25 STUDY OF VERTICLES AT EUREKA FORBES 4Ps Analysis of Eureka Forbes limited In Eureka Forbes ltd. we done 4Ps analysis in two segment first is UV segment and second is RO segment. 4Ps analysis for UV segment:- 1. CRYSTAL UV:Product Product feature 1.The sleek new Crystal is a multistage compact water purifier with power boil 2.Has an Electronic Monitoring system to ensure pure water or no water 3.The 3 components, sediment filter, activated carbon block and UV chamber ensure pure, safe drinking water 4.Inbuilt voltage stabilizer with special indicator 5.Auto Power shut off to save unnecessary power consumption 6.Electronics flush it drain stagnant water 7.convenient water filling tray 8.water outflow 2 liter/min Price place Rs.7650 it is install in low TDS area promotion giving best service, promoted by company promoters Vivaims summer project Page 26 STUDY OF VERTICLES AT EUREKA FORBES 2. IVORY:- Product Product feature 1.The Aqua sure Ivory is an elegantly designed multistage UV water purifier with power boiling 2.Has an Electronic Monitoring system to ensure pure water or no water 3.online water filter-cum- purification system 4.can be placed on a counter or mounted on a wall 5.Dual filter to remove odour and impurities 6.World proven UV technology that deactivates all bacteria and virus 7.Bottle holding tray 8.Water outflow 2 liter/min Price place Rs.6990 it is install in low TDS area promotion giving best service, promoted by company promoters Vivaims summer project Page 27 STUDY OF VERTICLES AT EUREKA FORBES 3. AQUALFO DX:Product Product feature 1.The Aqua sure Aquaflo DX is a multistage UV water purifier with power boil 2.online water filer-cum-purification system 3.removes odour, organic impurities and traces of chlorine 4.Deactivates all bacteria and virus into UV chamber 5.Bottle holding tray 6.Water outflow 1 liter/min Price place Rs.5990 it is install in low TDS area promotion giving best service, promoted by company promoters 4Ps analysis for RO Segment:Vivaims summer project Page 28 STUDY OF VERTICLES AT EUREKA FORBES SPRING FRESH RO SYSTEM:Product Product feature 1.The Aqua sure spring is a 6-stage RO water purifier with power Boil 2.Removes excess TDS from hard water and makes it taste fresh 3.Has auto shut-off of pump, with unique weight sensor mechanism 4.Separate sealed cap for storage tank protects water from dust and impurities 5.Storage capacity of 8 liters of purified water 6.conveninent water filling tray Price place Rs.13990 It is installing in High TDS area like above 300. promotion giving best service, promoted by company promoters ELEGANT RO SYSTEM:Vivaims summer project Page 29 STUDY OF VERTICLES AT EUREKA FORBES Product Product feature 1.The Aqua sure Elegant is an advance RO water purifier with power Boil 2.5 stage purification system 3.Auto shut-off micro switch controller 4.5 liter. Purified water capacity 5.Protection against dry running of pump 6.Auto shut-off to avoid wastage of water Price place Rs.9990 It is installing in High TDS area like above 300. promotion giving best service, promoted by company promoters Vivaims summer project Page 30 STUDY OF VERTICLES AT EUREKA FORBES AQUACARE RO SYSTEM:Product Product feature 1.The Aqua sure Aqua care RO is an elegantly designed, optimized RO water purifier with power Boil 2.Optimum RO purification system 3.It has a reverse osmosis membrane to revive the original taste of water 4.A special cartridge to enhance the life of the membrane 5.Online Reverse Osmosis purification system 6.water outflow 8 liter/min Price place Rs.8995 It is installing in High TDS area like above 300. promotion giving best service, promoted by company promoters Vivaims summer project Page 31 STUDY OF VERTICLES AT EUREKA FORBES PLACE 4Ps model of Eureka Forbes ltd. PRODUCT a) Suitable for all type of raw water b) Easy availability nation wide c) Many stages of water purification process d) Automatic membrane cleaning system e) Multi products launched - water purifier 18 lit., UV and RO f) No running water g) No boiling required PRICE a) Product price range started for 1800 - 16000 b) Low cost of maintenance and consumable c) Low cost for product d) Best price for other than competitor EX..(eureka) aqua flow dx Philips a) price- 5990 6230 PROMOTION a) Activated subscription immediately b) Right time installation of products PLACE a) Increase impurities than use for water purifier b) Increase disease c) Working properly d) Properly repair services against paid AMC's e) Services during contract period f) Saves times e) At jaipur 2 distributors and many dealers f) Any activity, Ex«Knops Page 32 c) Direct sales given knowledge for customers d) Easy available product Vivaims summer project STUDY OF VERTICLES AT EUREKA FORBES SWOT ANALYSIS STRENGHTS 1-Brand Image of aquagaurd 2-Benchmark for Direct sales strategy.Asia's Largest direct selling Company 3-Strong dealer sales network 4-the model also being the only water purifier to be endorsed by the Indian Medical Association. 5-10 billion multi product,multichannel corporaration 6-World class quality products WEAKNESSES: 1-Service network in suburbs 2- catering to unlimited customer After sales service 3-falling short to serve huge customer base. OPPORTUNITIES 1-In semimetros or ditrict and taluka level,In rural market areas. 2-By providing very strong service network in metros then there will be no space for competitor 3-At international level 4-In instituitional level THREATS 1-General Awareness in consumer 2-Competitors 3-Sometime source of water 4-Government policies 5-Some time dealer or retailer not complete their responsibilities. Vivaims summer project Page 33 STUDY OF VERTICLES AT EUREKA FORBES VERTICLES OF EUREKA FORBES All eureka Forbes products are sold through 3 major sales verticals. These verticals generate maximum revenues for company. These are MAIN DIVISION DIRECT DIVISION CONSUMER DIVISION CORPORATE CARE DIVISION To support these verticals, there are 7 different support divisions. They are as follows Support Divisions Service Customer Relation R&D Manufacturing HRD Finance Page 34 Vivaims summer project STUDY OF VERTICLES AT EUREKA FORBES Consumer Division Retail Division This retail division is a part of one of the main sales verticals Consumer division. This retail d deals with distributing and selling products through traditional network of distribution. What is retail? Retailing is sale of goods or merchandising from a fixed location such as departmental store, kios etc in small or individual lots for direct consumption of purchaser. Who is retailer? A retailer is a person or group of individuals or organization which buys goods or products i quantities from manufacturer or distributor or wholesaler then sells smaller quantities to end users. Consumer division is the division which is involved in selling consumer durables through distr networks that is via retail.it is also called retail vertical There are 4 subdivisions in consumer d They are CONSUMER DIVISION BUSINESS PARTNER NEW CHANNEL RURAL CHANNEL TRADITIONAL RETAIL CHANNEL Vivaims summer project Page 35 STUDY OF VERTICLES AT EUREKA FORBES 1. Franchise Business partners These are non- selling division of consumer division. This division takes care of after sales serv Servicing part is delegated to some independent business units which are specialized in servicin consumer durables. These are called as Service Business partners or just partners. Previously there known as servicing franchise. There are in all about 14 business partners in Mumbai. There should serviceman among 650 customers. These servicemen are trained by Eureka Forbes and are paid b Business Partners. 2. New Channels ± These are also advance distribution networks which are formed for distributing non traditional outlets. Accordingly they are classified into three divisions. They are NC1, NC2 and BPCL department NC1 ± This includes distributing products for Modern Organized Retail. Modern Organized retail consists of Organized retail outlets like Hyper city, Shoprite etc. These are managed by different managers and distributers. NC2 ± This includes small scale institutional selling. Products are sold through shops other than consumer appliances shops. These shops are places where consumers buy utensils or furniture. The idea behind this is, consumer will buy furniture when there must new place, and when there is new place there must be requirement for water purifier. When a person will see a water purifier in furniture shop, he wont go other place to buy water purifier. So here a consumer will buy water purifier from that shop itself. BPCL Division -- This division is formed to manage distribution through BPCL gas network. BPCL delivery boys deliver gas cylinders into houses. So company tied up with BPCL to use delivery people of BPCL as salesmen for Eureka Forbes products by giving little part of profits. 3. Rural channel ± Rural channels are to provide rural customers with somewhat customized products. Urban channels include distributor who like to do business only in areas where they have high concentration of customers. So to serve rural population of customers there was requirement of different kind of distribution network with different set of characteristics. Vivaims summer project Page 36 STUDY OF VERTICLES AT EUREKA FORBES 1. Traditional retail Division ± Traditional channels include selling through regional general retail outlets. These outlets are small to medium size consumer shops with limited target customers. Shops involved in this channel are consumer durable shops, utensils and house appliances shops. Distribution channels used is traditional one. That is, MANUFACTURING DISTRIBUTORS RETAIL BELOW IS THE DISTRIBUTOR LIST Sr no 1. 2. 3. 4. 5. 6. Distributor Category Area covered Mulund-CST Dadar-Borival Dahisar-dhanu-palghar Thane-badlapur New Bombay-panvel Raigad district General electronics water purifier KALPANA MARKETING water purifier Hans marketing water purifier Phoenix marketing water purifier Prakash enterprise water purifier Sanjay agency water purifier Vivaims summer project Page 37 STUDY OF VERTICLES AT EUREKA FORBES Retail Hierarchy at regional level Vivaims summer project Page 38 STUDY OF VERTICLES AT EUREKA FORBES Vivaims summer project Page 39 STUDY OF VERTICLES AT EUREKA FORBES ISP :ISPs are In Shop Promoters. These are trained for promoting and supporting sales in retail outlets. These ISP are specially trained by Eureka Forbes for frontline selling on shopping floor. They are equipped with complete product knowledge with polished communication skills. These ISP Promote sales at tertiary sales level. ISPs are distributed among the retail shops after analysing few facts. Before allotting retail outlets to ISPs, Terretory sales in-charge or ISP co-ordinator does ABC analysis of existing retail outlets on the basis of current sales and sales potential. After that ISPs are appointed in such a fashion that the retail outlet is closest by their houses so that their travelling expenditure is less. They are given target sale per month by taking last month s sale and same month in last year into consideration. These ISP report to ISP co-ordinator who works with TSI (territory sales in charge). This ISP co-ordinator is selected from most high performing ISPs. All ISPs are supposed to send daily reports to ISP co-ordinator at the end of the day. ISPs on shop floor are supposed to arrange products on shelf in such a way that all products are visible and arrangement is appealing. Every ISP must know art of selling products by giving out demonstration of that product. Every ISP gets some incentive after selling a particular product. ISP Co-ordinatorISP co-ordinator is a person who controls administration of ISPs in field. His duties are y Make sure every ISP goes to respective retail outlet y Keep track record of daily sales y Present weekly or monthly report of sales tracks to higher authorities Field Sales Officer:Field Sales Officer i.e. FSO is sales person on the field. FSO has to visit market field regularly and must try to maintain secondary sales. Secondary sales, here is selling to retailer from distributor. These FSO must keep good relationship with retailer. Every FSO is given a defined territory and FSO must map target market in that territory and accordingly make a beat plan. Target for FSO are not end consumers but retailers. Here are some duties which should be carried out by FSO. They are Vivaims summer project Page 40 STUDY OF VERTICLES AT EUREKA FORBES y Map potential market in given area y Make a beat plan y Renew orders from existing retailers. y Get new retailers DSO: This is a person appointed by distributor. Even DSO visits the field regular basis to keep track on developments in market and keep eye on distributors customers. Here distributor s customers are retailers. Here one of the main reasons for existence of DSO is to collect payments from retailers. Territory Head The function of Territory head is almost as same as FSO but territory head operates in higher output retailers, which are retailers having higher amount of customer base and high sales. Territory heads also have some authority to deal with small problems. Territory Sales In-Charge :TSI is In-charge of all the sales operation in that given territory. All FSOs, ISPs and territory heads report to TSI. Territory sales in-charge reports to Area sales manager. TSI is the first line manager. He keeps eye on all field activities including sales, ISP and FSO updates. TSI is the one who interacts with distributors. TSI has to perform following duties. y Regularly visit field to keep a check on field executives y Interact with distributors about stock requirement and delivery. y Discuss credit norms, profit margins and payment options. y Conduct monthly or weekly meetings with FSO or ISPs to keep track on sales reports. y Set monthly targets for FSO and ISPs. y Solve field problem if arrives. Vivaims summer project Page 41 STUDY OF VERTICLES AT EUREKA FORBES y Discuss weekly sales reports and updates in weekly meetings with higher managers. Area Head :He is second line of managers. All TSI from retail or dealer division, MOR (modern organized retails) head report to area head. Area head carries responsibility of all sales divisions in that particular area. Area head has a mandate to solve problems and take actions at higher level than TSI. Supply Chain 1. Almost all products are manufacture in Aquamall/ Aquatech factories. They are situated in many places. They were situated in Baddi but now it is shifted to Deharadun. 2. For South and south west part of India, major company warehouse is at Bangaluroo. After manufacturing of products, they are stored in Bangaluroo warehouse. 3. After quotation by state head, products are transferred to regional warehouse. In case of Mumbai area (M1 & M2), the warehouse is in Panvel. 4. After stock reaches regional warehouse, distributors give out orders. These orders are managed by Area Head and Territory sales In-Charge. 5. After distributor receives goods or stock, he distributes stock among retailer into his authority. 6. Once retailer receives stocks, he sales it off to end user i.e. consumer. This how a product reaches final consumer from company. But here point to be noted distribution channel for every category of product is different. There different distributors for respective products. For example there are different distributors for Water purifier no- electric, electric water purifier and vacuum cleaners. Vivaims summer project Page 42 STUDY OF VERTICLES AT EUREKA FORBES Installation and After-sales service:For each and every product, a sales person or here ISP has to give demonstration of that product. After a customer decides to buy that product, here water purifier, a technician from the company has to go to customers place and has to install thta water purifier within 24 hours of purchase order. Also along with purchase order a customer also get 1 year free maintenance contract. According to contract servicing of a product is free for 1 year of time span. In case of water purifiers, the Candle i.e. purifier chamber must be cleaned in every 6 months. So it s very important that a technician must clean or replace cartridge after 6 months of purchase or else water will not be as pure as promised by Eureka Forbes. Vivaims summer project Page 43 STUDY OF VERTICLES AT EUREKA FORBES Welcome to the World of Forbes Pro Solutions Forbes Pro Solutions is a part of Eureka Forbes Limited, your one stop shop for Mechanized cleaning solutions, Safe drinking water, Facility management and hospitality concepts, water & waste water treatment plants & Railways solution. Our commitment to customers is backed by over 25 years of Eureka Forbes expertise, a nationwide service network and strategic alliances with world leaders. Whatever business you are in, our comprehensive range of solutions & services enables you to maintain a hygienic, safe and productive work environment. Forbes Pro Solutions: Welcome to the World of Forbes Pro Solutions It took many years of hard and dedicated work for Forbes Pro Solutions to achieve its pioneer - ship position in the world of professional cleaning equipment and Railways solutions also with a high degree of corporate excellence in Facility Management, Concept and Hospitality Solutions, Water and Waste Water Solutions. We know, therefore, that success doesn¶t come easily and can never be taken for granted. This is why we strive for excellence in everything that we do not only by ushering the best of the products, technologies and services but also the experience to the industry, as also in all aspects of our business. We expect our customer service personnel to be knowledgeable, polite and efficient. We expect our back-office team to be ready and fully capable of supporting our field sales and service people, and we are constantly examining ways of improving the flow of our processes and systems. Nothing is ever taken for granted, least of all success. A Complete range of Solutions Today the product and services portfolio is larger and deeper than at any time in the division¶s long history. From light weight backpack vacuum cleaners to heavy-duty road sweepers in the cleaning technology solutions, Online cooler cum purifiers to Large capacity storage cooler cum purifiers in the water solutions, Water and Waste Water Treatment plants from the Water projects stable, Facility Management, Concepts and Hospitality Solutions from the Forbes Facilities and Concept Solutions, Varied models for the Railways from the Railway Projects. Our services and Products provide cost effective, productive, and environmentally friendly solutions for cleaning professionals, industrial applications and all allied institutions. Vivaims summer project Page 44 STUDY OF VERTICLES AT EUREKA FORBES Vision Forbes Pro Solutions is today a strong and successful company, thanks to its dedicated, qualified and highly trained professional sales cum Hygiene Consultants who have through the years ensured that our clients get the best of ³Complete hygiene Solutions´ that has resulted in utmost client satisfaction. This corporate strength allows us to devote the resources needed to maintain our product leadership and to efficiently serve the needs of the industry. While our product range is wider and deeper than ever before, we continue to strive for improvement so that the total cost of cleaning can be lowered and the efficacy of the same is maintained at the highest levels. We aim towards excellence in everything we do, and we intend to serve you even better in the future. Industry leadership, after all, is not merely status, it is a responsibility. Experience matters It is important for cleaning professionals to know that they are dealing with a company that is reliable, financially sound and that has years of experience in this industry. Having been in business for over two decades, Forbes Pro Solutions meets all these criteria. This deep and fundamental knowledge is unmatched and irreplaceable. Gen-Next Solutions at all times Products and Service innovation are of prime importance to Forbes Pro Solutions in its drive to remain at the leading edge of technical know-how. By maintaining a constant focus on the needs of our customers, we aim to lower the running cost of our product and services through efficient and time saving solutions and products. At the same time developing new concepts, product portfolios and services, we are continuously looking for ways to improve what we have as a ³Complete Solutions´ that we already have in our portfolio. Being never satisfied with the status quo is one way of maintaining our competitiveness in the Industry arena. Our commitment to customers is backed by over 27years of Eureka Forbes expertise, a nationwide service network and strategic alliances with world leaders. Whatever business you are in, our comprehensive range of solutions enables you to maintain a hygienic, safe and productive work environment. Vivaims summer project Page 45 STUDY OF VERTICLES AT EUREKA FORBES Forbes Pro Cleaning Technology Solutions: Welcome to the World of Forbes Pro Cleaning Technology Solutions. Forbes Pro Cleaning Technology Solutions has the range of products to provide comprehensive solutions required for Hospitality, Manufacturing Industry, Building Service Contractors, Process Industry etc., which includes, Commercial & Industrial Vacuum Cleaners, Carpet Cleaners, Scrubbing Machines, High Pressure Cleaners, Road/ Street sweepers, Beach cleaners, etc. Hygiene Chemicals used for Housekeeping is catered to the clients through our SPARKLEEN range, a value for money product. Forbes Pro Cleaning Technology Solutions along with it¶s globally renowned partners provides the ³Best Total Cleaning Solution´ to the Indian Industry segments. Forbes Pro Cleaning Technology Solutions ± Our USP y y y y y y One stop shop for all cleaning needs to provide a total solution. Provide consultancy to improve the productivity. To provide International standard cleaning Products, chemicals and total solutions. Established service network across the country to provide service with the least response time. Regular ongoing training to your staff at your premises on the optimum usage of chemicals and cleaning equipments. Providing cleaning equipments and Hygiene Chemicals adhering to International Safety Norms. Our Product Range: ³An exhaustive array of Products to suit most applications´ Vivaims summer project Page 46 STUDY OF VERTICLES AT EUREKA FORBES FORBES PRO WATER SOLUTIONS The product range includes:- Product Range Description Commercial Water Purifiers Commercial Water Cooler Cum Purifier Storage Water Cooler Cum Purifier Hot / cold / normal water purifier cum dispenser UV based water purification plant Water Purifiers Multifunctional Water purification plant solutions Models Aqua guard 200 Aqua guard 600 Aqua guard Cooler Cum Purifier. Storage 60 / 80. Storage 100 / 120 MF 5-in-1 hot & cold pure guard Aqua guard 2000 LPH UV AG Cooler Cum Purifier AG 200 AG 600 MF 5 in 1 Vivaims summer project Page 47 STUDY OF VERTICLES AT EUREKA FORBES PC 80 & 120 R0 50 STR RO 50 On line RO 80 Institutional Water Purifiers of UV based with eureka forbes AG 600 come from the maker of Aquaguard, with international water purification technology, So you can be sure you are drinking safe water that conforms to WHO standard and that you are protected from dangerous water borne diseases. So now, large commercial establishments like hotels, factories, manufacturing industries, hospital etc., As well as smaller commercial establishment like school, restaurant, Institutions, clinic, nursing homes etc. can be assured of safe drinking water. Aquaguard 600 are designed to purify water no matter what the source of water supply.One look at their advanced features and you know you can trust Aquaguard to protect you and your employees from all water borne diseases. Vivaims summer project Page 48 STUDY OF VERTICLES AT EUREKA FORBES AG 200 come from the maker of Aqua guard, with international water purification technology, So you can be sure you are drinking safe water that conforms to WHO standard and that you are protected from dangerous water borne diseases. So now, large commercial establishments like hotels, factories, manufacturing industries, hospital etc., As well as smaller commercial establishment like school, restaurant, Institutions, clinic, nursing homes etc. can be assured of safe drinking water. Aqua guard 200 is designed to purify water no matter what the source of water supply. One look at their advanced features and you know you can trust Aqua guard to protect you and your employees from all water borne diseases. Institutional Water Purifiers of RO based with eureka forbes Product Overview The RO Membrane used in Aqua guard REVIVA Institutional Reverse Osmosis purification system has a 0. 0001 micron pore size, which prevents the passage of micro-organisms and total dissolved salts. This makes water lighter, taste natural and safe to drink. Aquaguard REVIVA Institutional Reverse Osmosis purification system makes the water both the chemically and micro-biologically potable by reducing hardness, TDS, heavy metal contaminants like Arsenic, Lead, Mercury and by removing pathogenic micro-organisms. Consequently, it revives the original taste of water.Its unique 6 stage purification process also reduces pesticides in the water and reduces scale formation, when water is heated. Vivaims summer project Page 49 STUDY OF VERTICLES AT EUREKA FORBES Product Overview The seven unique stage of water purification ensures that our customers get the ultimate, convenience and safe health. New AquaguardPureChill RO storage cooler cum water purifying solution.The new AquaguardPureChill RO storage cooler cum purifier with one of its kind purification(RO Technology ), cooling and storage solution available in India for first time.In deploys cutting-edge technology to ensure your drinking water is not only cool but also 100% safe. It is backed by decades of experience and nationwide Eureka Forbes network, so you can be assured of the perfect water solution to help your workplace stay healthier, happier and more productive. y Commercial and Industrial Vacuum cleaners -Includes products suitable for Clean Rooms/Hazardous/Centralized vacuum applications. y y y y y y Floor care - Single disc Scrubbers & Polishers, Burnishes. - Auto Scrubber driers- Walk Behind and Ride on Types Carpet Maintainers -Vacuum¶s and Injection extractors, Spotters. Street Sweepers Large capacity hoppers. Road Sweepers Most efficient sweepers with multi utility. Beach Cleaners High Pressure water jet cleaners - Hot and Cold water jets. - Mobile - Multijet High pressure washer Vivaims summer project Page 50 STUDY OF VERTICLES AT EUREKA FORBES Forbes Pro Water Solutions: The taste of Purity has been associated with the brand AQUAGUARD for over two decades now, it is this commitment towards excellence in product quality and services that has made the products under the brand AQUAGUARD a name to trust and look out for when hygiene, safety and health are the crux of the matter. Forbes Pro Water Solutions for over two decades has been promoting its institutional range of water purifiers to the industrial and institutional clients with a high degree of customer satisfaction. The range includes UV based and Membrane based purifiers, Water treatment plants upto 5 Cumtr and accessories like Membranes / Softeners / Sterilization plants / demineralization plants. All our products conform to the highest level of the manufacturing standards so that our clients enjoy the ³Safe and healthy´ environment using our water products. Point of Use water purification systems y y y UV / RO / NF ± Online and Storage based water purifiers. RO plants ± Skid mounted types. Media filters & Softeners Forbes Pro Water Solutions: Projects Division To take our mission beyond drinking water, Forbes Pro solution was set up to offer packaged as well as customized total water and waste water treatment solutions. The customized total water treatment solutions are membrane-based,UV-based or based on other cutting±edge technologies. They all deliver treated water suitable for diverse water utilization purposes and industrial process requirements. Waste water recycling systems incorporating membrane solution, sewage treatment plants, swimming pool disinfection solutions and other such systems ably complement these solutions. A team of qualified professionals with many man years of combined experience and Vivaims summer project Page 51 STUDY OF VERTICLES AT EUREKA FORBES a commitment to quality, customizes, executes and maintains projects for industrial establishments, residential and commercial buildings, IT parts, SEZs, retails outlets, shopping mails, manufacturing facilities, hotels, hospitals and host of other projects Forbes Pro Water Solutions tailors effective solutions to varying customer needs-modular in design, readily expandable to cater to increased capacities, easy to install and re-transport, if required. Possible standardization of solutions, suitable to different parts of the country, the ability to optimize the lead time for supplies going forward, extensive service support, a short response time and a far reach across India make for a potent package. A rigorous integration. Methodology is followed, encompassing planning, execution, progress tracking and contingency planning, fully integrating the technology, process and people components. The team brings its expertise to bear in the entire design, supply installation and after ± sales support. Forbes Pro Advantage: Point of Use water purification systems y Total Integrated Water and Waste Water Solution through: - EPC Contracts - MEP Projects - Design, Engineering, Erection, Testing and Commissioning - Operation and Maintenance Technologies of Expertise: Point of Use water purification systems y y y Utility Water Treatment: - Filtration and Disinfection - Water Softening - Swimming Pool Disinfection Membrane Filtration - Ultra Filtration / Nano Filtration - Reverse Osmosis system Ion Exchange - Demineralisation Vivaims summer project Page 52 STUDY OF VERTICLES AT EUREKA FORBES - Water Softening - Electro Deionisation Sea Water Desalination Waste Water Treatment: - Industrial Effluent Treatment - Effluent recycle ± ³ZERO DISCHARGE¶ system Sewage Treatment Plant - Sewage Treatment for safe disposal. - Sewage Recycle using MBR Technology. y y y Forbes Facility , Concept & Hospitality services To take our mission beyond Mechanized Cleaning Solutions, Forbes Facility Services was set up to offer customized Facility Management solutions. True to our word ³ You manage your work ± We manage your work place´ has won us many a laurels from some of the most prestigious clients who through by choice and demand adhere to the strictest of the hygiene norms at their properties. Our Forbes Concept and Hospitality service has redefined the very operations of running an Restaurant or a Hotel, the culinary has been redefined to suit the palates of our esteemed clients as per their needs. Forbes Facilities: y Own Services: - House Keeping - Operation & Maintenance - Garden maintenance - Office Services y y Outsourced Services: - Façade Cleaning - Pest Control - Landscaping Forbes Concept: - Operation of Restaurants - Operation of central kitchen - Industrial cleaning Page 53 Vivaims summer project STUDY OF VERTICLES AT EUREKA FORBES Forbes Pro Railways Solutions Integrating Facility management and hygiene services for one of the most dynamic situations is a challenge that demands expertise and systems which measure up to the highest standards in the trade. Winner of the GOLDEN PEACOCK award from Indian railways, the cleaning modules that have been developed by us has been ranked as numerouno and truly measurable to global standards given the home conditions. Integrated services for Indian railways y y y Depot Rake Cleaning Clean Train Station OBHS cleaning Forbes Pro Solutions is geared up to provide its clientele the best of the Hygienic Cleaning Solution , Safe drinking water and Facility Services, along with its globally renowned partners with the best of the technology, solutions & services. Vivaims summer project Page 54 STUDY OF VERTICLES AT EUREKA FORBES SURVEY REPORT ON SAMPLE SIZE OF 50 PEOPLE Do you use any kind of water purifier at home or office? o Yes o No Noumber of People using water purifier 40% YES 60% NO Vivaims summer project Page 55 STUDY OF VERTICLES AT EUREKA FORBES If yes, which purifier do you use? o o o o o Aquagurd or Aquasure Pureit Kent Water Purifier Philips Whirlpool pure fresh 12 10 8 6 9.99 4 2 4 4 1.99 0 Aquagurd Pureit Kent Philips Vivaims summer project Page 56 STUDY OF VERTICLES AT EUREKA FORBES Does your water purifier consume more electricity? o Less than 25 watts o More than 25 watts o Don¶t know Sales 20% No 35% less than 25 watts more than 25 watts Yes 65% Vivaims summer project Page 57 STUDY OF VERTICLES AT EUREKA FORBES How frequently do you changes the candle in your water purifier? o o o o 3 months 6 months Once in a year More than a year SALES 10% 20% 20% 3MONTHS 6MNTHS ONCE A YEAR high 50% Vivaims summer project Page 58 STUDY OF VERTICLES AT EUREKA FORBES On the price of your water purifier? y Affordable y High y Should be Revised Sales 0 revised 7% affordable 21% 1st Qtr 2nd Qtr 3rd Qtr high 72% Vivaims summer project Page 59 STUDY OF VERTICLES AT EUREKA FORBES Is your water purifier backed by dependable after sales service? o Yes o No o Exceptional After Sales Service exceptional 0 7% 1st Qtr yes 41% 2nd Qtr 3rd Qtr no 52% Have you recently come across any kind of marketing activities for purifier? Vivaims summer project Page 60 STUDY OF VERTICLES AT EUREKA FORBES o Road shows o Visual Merchandising o Other Roadshows 5% Sales Visual Marchandising 10% Direct Marketing 15% 1st Qtr 2nd Qtr 3rd Qtr TV Commercial 70% 4th Qtr Where do you prefer to buy a water purifier from? Vivaims summer project Page 61 STUDY OF VERTICLES AT EUREKA FORBES o Retail Outlets o Franchisee dealers o Demo at your doorstep Preferred 8 7 6 5 4 3 2 1 0 COCO Stores Retails Outlets Directing Marketing Placeto buy Series 1 Franchisee While buying any water purifier what comes to in your mind? Vivaims summer project Page 62 STUDY OF VERTICLES AT EUREKA FORBES o Price o Health & Safety o Both Sales 0 Price 10% All of the above 15% Health All of the above Price Health 75% Vivaims summer project Page 63 STUDY OF VERTICLES AT EUREKA FORBES FINDING & RECOMMENDATION FROM THE PROJECT As per the survey done following were the findings and recommendations of the survey: Price structure should be revised Customer service is something which company should pay more attention at. All models not available for display in retail outlets and also brochures should be made available. Sales person at the retails counters should have proper knowledge about the product. Should focus more on brand awareness. Technological & other aspects should be re consider and re- christened. To know about the buying behavior of customer regarding purchase of water purifier Vivaims summer project Page 64 STUDY OF VERTICLES AT EUREKA FORBES BIBLIOGRAPHY WEBSITES www.eurekaforbes.com www.customercomplaint.in www.golakindia.com www.icmrindia.org www.compareindia.com www.pureit.in Vivaims summer project Page 65