1

TERM PAPER
MGT-634

TOPIC- Develop a sales promotional campaign

covering all sales promotional tools for Eureka Forbes
Aquaguard.

Submitted by Guided by
CHANDAN KUMAR MIS JASPREET KAUR

Section-T-1902

Roll number –RT1901-B-58

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CONTENT Page no

Acknowledgement……………………………
03
Objective of the
study………………………...03
Introduction of the Eureka Forbes.…………..04
Introduction of Sales Promotion……………05
Suggestion……………………………………
13
Conclusion…………………………………...14
Bibliography…………………………………14
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ACKNOWLEDGEMENT
I provide full justice to this term paper which is prepared by visiting
various web-sites, magazines, articles etc.

I would like to take an opportunity to thank all the people in

collecting the necessary information and making of the report. I am
grateful to all of them for their time and wisdom.

My project becomes a reality only due to cooperation of many people

who had helped me in completing this project. I sincerely extend my
gratitude to Mis. JASPREET KAUR who has given me this
precious opportunity to have an know about the organizational
Sales Promotion Strategy.

Objective of the study.

 Increase focus on strategy and results.

 Improve organizational performance by measuring what

are the Sales Promotion tools.

 Improve communication of the organization’s Vision and

Strategy.
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 Basic concepts of the Sales Promotion and how it can be

used to improve organization performance.

Introduction of the Eureka Forbes.

Eureka Forbes, part of the Shapoorji Pallonji Group's Forbes Gokak based

in Mumbai , is an Indian consumer appliances company. Eureka Forbes was the
first to introduce domestic water purifiers - the Aquaguard - model - as well
as vacuum cleaners to India in the 1980s. The company operates in over 92 cities
in India and employs over 6,000 individuals.
To introduce previously unknown products to a society in which nationwide
commercial campaigns were impossible, the company pioneered direct selling. The
corps of suit-clad Eureka Forbes salesmen were a tremendous success. They are
now Asia's largest direct selling organization with a 5,000 strong direct sales force
touching 1.25 million Indian homes and adding 1,500 customers daily.
Such was the success of Eureka Forbes that Aquaguard has become a synonym for
water purifier in India.
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Type Public
Industry water purifiers, vacuum cleaners
Headquarters Mumbai, Maharashtra, India
Key people Suresh Goklaney (Chairman & MD)
Product Aquaguard
Employees 6000
Founded 1982
Parent Forbes & Company Ltd.
Website Official Website
It dates back to 1982, when health ambassadors from Eureka Forbes, with a new
concept of living in a clean environment and drinking water in its purest form
knocked on your door. They called themselves friends for life and they proved that
they indeed were. Eureka Forbes continues to be the best friend in Indian
Households even after two decades and the sentiments have not changed. 

Eureka Forbes is a part of the Shapoorji Pallonji Group and today it is a 12 billion
INR, multi product and multi channel corporation. Incepted in 1982, we have put
28 years of consolidated efforts to become the undisputed leaders in domestic and
industrial Water Purification Systems, Vacuum Cleaners, Air Purifiers & Security
Solutions. Being Asia’s largest direct sales organization, our force of 7000 direct
personnel touches 1.5 million homes. We have one of the largest networks catering
to more than 131 cities and 398 towns across the country. We also have a 10,000
strong dealer sales network and over 58 distributor strong Industrial Sales
Network. 

Dedicated to the cause of providing healthier living, today we have successfully

established ourselves as a business super-brand and our dedicated team works
around the clock to make your lives healthier and more secure. We strive to
provide the best after sales service, and to achieve the same we have over 1500
service centers and as many as 4500 company trained technicians who visit over
20,000 Indian kitchens daily!

 
 Our efforts have borne us fruits in the form of the
numerous awards that we have received from time
to time:
 Winner of 6 prestigious UNESCO Water Digest Awards 2009-10.
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 Winner of the Frost & Sullivan Award for the Best Company from the
domestic point of use, Water treatment systems and Customer Service Leadership
Award.
 We have been ranked amongst India's Most Admired Consumer Durable
Companies.
 Awarded Best Employers 4 times in a row.
 Winner of 'Most Admired Knowledge Enterprise' MAKE- Asia Awards.
 Holds the distinction of presenting a case study at the prestigious Harvard
Business School

PRODUCT- AQUA GUARD

Eureka Forbes-Aqua Guard

Aqua Guard is the most trusted brand all over India .Aqua Guard water purifier chosen as ‘super
brand’. Eureka Forbes is pioneer in Home water purifiers, RO water purifiers, UV water purifiers
in India. They are specialist in 5 water technologies addressing 17 diverse water conditions and
are the World's largest manufacturer of Ultraviolet (UV) based water purification system.

1.

The most important appliance in your kitchen is the water purifier. Regular filters are not enough
to kill the bacteria present in water supplied to most Indian homes. The finance minister has
promised clean, drinking water to one and all by making water purifiers cheaper than what they
used to be. With affordable water purifiers available, pure clean drinking water will no longer be
a luxury. Time, we thought, you tried this test to check out how well equipped you are in your
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knowledge of water purifiers.

2. There are many companies who have introduced Reverse Osmosis technology based Water
Purifier's in market. Here, they have some selected models for keeping you fit and fine

Zero B Pristine 15LPH

This water purifier has 4 purification stages like- Pre-filter purification, Pre-carbon filter,
Sediment filter purification and Reverse Osmosis technology. Reverse Osmosis separate
remove dissolved salts, heavy metals, chemicals, micro-organism and other impurities to drain.
Auto Flust Timer (AFT) eliminates the need of manual cleaning of water purifier. This model is
sleek and aesthetically designed. It comes with a 15 litres of storage capacity and is available in
2 different colours.
Price - Rs 24,000

3.

Eureka Forbes - AQUAGUARD TOTAL SENSA

This storage water purifier has 9.5 Liters water storage capacity and 4 purification stages like-
Sediments purification, Ultra-Violet purification, Reverse Osmosis technology purification and
and finally Argentum Nano Fresh+ which improves taste. It has Reverse Osmosis Technology; it
uses semi-permeable membrane to divert dissolved salts, heavy metals, chemicals, micro-
organisms and other impurities to drain. The Ultra-violet purification system has a lamp which
helps in eliminating bacteria and viruses thus providing safe drinking water. Its patented
Intelligent Blu-G technology senses the quality of water. Then auto-selects the best water
purification technology that should be used.
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4.

AQUAGUARD ULTRA

An equivalent product to Pureit exists from Eureka Forbes as well - Aquaguard Ultra. It
uses an ultrafiltration membrane to purify water. The product claims to be capable of
removing impurities even in the molecular range. 

Just like Pureit, Ultra does not require electricity to function. It has a four stage
purification:

1. Particle Filter - good for 3000 litres

2. Sediment Filter - good for 6000 litres
3. Activated Carbon Filter - good for 3000 litres
4. Ultrafiltration cartridge - good for 6000 litres

The price of this product as mentioned on the website is 7350 rupees. What needs to be
replaced and how much

5.

Eureka Forbes - AQUAGUARD TOTAL RO SMART

This water purifier has a flow rate of 8 liters per hour. This RO purification water purifier has 5
purification stages process that removes bacteria, virus, protozoa, and cysts and reduces all
ionic particles including heavy metals, pesticides and TDS (Total Dissolved solid) from water

6.
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Eureka Forbes - Aquaguard Reviva

This water purifier has 5 purification stages like- Pre-filter purification, Candle-filter purification,
Silver-impregnated activated carbon purification and Reverse Osmosis technology purification.
It comes with 7.5 liters of storage capacity.

7.

Total Gold Nova

Rs:- 9,500

This product of eureka forbes is named total gold nova it has three stages of water
purification.with a solid fiber body and direct water flow system. And it also with a warranty of
one year.

8.
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Eureka forbes classic

Rs:- 7,190

This product of eurekaforbes named classic this is the first model of aquaguard with three
stages of water purification and a metal and abs plastic body which really compatiable with
water and it also have one year of warantty

Introduction of Sales Promotion

In generally all the efforts made by a firm to increase its sales are included in sales
promotion. "Sales promotion includes these activities other than personal selling,
advertising and publicity that stimulate consumers purchasing and dealers effectiveness
such as displays, shows and exhibitions demonstration and various non recurring selling
efforts not in the ordinary routine." The ultimate aim of the sales promotion is same as
advertising and personal selling i.e. increasing the sale of goods and services. The
immediate objectives however could be to introduce new products to attract new
customers to introduce present customers to buy more to increase sale in slack season
etc. One of the most important objectives of sales promotion is to encourage sellers to
increase their stock of goods in large quantities. Sales promotion techniques advertising
programmes. These techniques are generally used to convert the awareness of the
consumer crated by advertising into a concrete buying decision. Sometimes these
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techniques are used independently of advertising.

Sales Promotion Techniques

(I) Points or Purchase Displays

This is a very effective sales promotion tool. Under this method product itself or its
photograph is displayed in the shop points or purchase displays established a link
between the product advertised and the product displayed. These displays are
presented in a very suggestive and attractive manner. They tell the customers about the
product and its possible uses.

(II) Direct mail Promotion

Under this method individually typed letters, post cards leaflets, booklets catalogues,
chart, research building calendars are sent to potential customers through mail it is a
person to person method of promotion. It is always aimed at target customers. Detailed
description of the product its uses time of manufacture can be obtained from the
subject matter or direct promotion techniques.

(III) Merchandising Aids

Merchandising aids are given to induce business buyers to purchase goods in large
quantities. Manufacturers impart free training to business buyers on such matters as
store layout. They also do all advertising for the business buyers. These devices help a
manufacturer in obtaining the patronage of buyers.

(IV) Premiums
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Sometimes a customer is given a product free or at a nominal price to induce him to buy
some other products. Such gifts or commission are known as premium. Premiums are
generally given in the case of consumer durable of high unit value, because such items
are not frequently purchased by the customers.

(V) Samples & Free Gifts

Samples & free gifts are also given to the customers to introduce a new product or to
increase the sales of an existing product. The main objective is to create consumer
awareness and develop brand preference.

(VI) Product Demonstration

Another effective sales promotion tool is the actual demonstration of the product.
Representatives of manufacturers go from shop to shop and house to house to
demonstrate the uses of the product to middlemen and ultimate consumers.

(VII) Quiz of Profit and Pleasure

Contests are also organised for the purpose of increasing consumer awareness of a
product Rewards are given to winners.

Advantages of Sales Promotion

(I) It stimulates positive attitude towards the products.

(II) It gives extra incentive to the customer to make a new purchase.

(III) It gives direct inducement to take immediate action now rather than later.
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(IV) It has flexibility and can be used at any stage of a new product introduction. Sales
promotion are very effective.

(a) When a new brand introduced.

(b) When communicate a major improvement in our product.

(c) When we want to increase the number of retail stores to sell our

products.

Limitations of Sales Promotion

(1) Sales promotion has temporary and short life not exceeding three, months. Sales
promotion alone can't build up brand loyalty.

(II) Sales promotions are only supplement, devices to supplement selling efforts
of over promotion tools.

(III) They are not recurring in their use. They have seldom reuse values

(IV) Too many sales promotion may affect adversely the brand image, suggesting its
lack of popularity or overstocking by a company

(V) Advertising agencies accord law status to sales promotion and usually employ
junior staff for sales promotion to that they may be trained for more creative
jobs. Sales promotions are ineffective:
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(a) When established brand have a declining market.

(b) When there are no product development.

(c) When there is intensive competition in consumer sales promotion.

Kinds o[Sales Promotion

There are two kinds of sales promotion

(a) Consumer Sales Promotion: Activities intended to educate or inform the

consumers and those intended to stimulate the consumers.

(b) Dealer Sales Promotion : Activities to increase the interest and enthusiasm of
dealers and distributors.

 7 Steps to Planning a Productive and Successful

Promotional Campaign.
When planning a promotional campaign keep in mind that a campaign generally
consists of three desired outcomes:

Outcome 1: Your promotional message reaches your intended and targeted

audience.

Outcome 2: Your message is understood by your audience.

Outcome 3: Your message stimulates the recipients and they take action.

The question is how do you achieve these outcomes with your campaign? The
process is easy, but it takes "planning" time.

Here are seven steps that will get your campaign off to the right start.
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 Step 1: Assess Marketing Communication Opportunities. 

It's important in this first step to examine and understand the needs of your target
market. Who is your message going out to? Current users, influencers among
individuals, decision-makers, groups, or the general public?

 Step 2: What Communication Channels Will You Use? 

In the first step of planning you should have defined the markets, products, and
environments. This information will assist you in deciding which
communication channels will be most beneficial. Will you use personal
communication channels such as face to face meeting, telephone contact, or
perhaps a personal sales presentation? Or will the nonpersonal communication
such as newspapers, magazines, or direct mail work better?

 Step 3: Determine Your Objectives

Keep in mind that your objectives in a promotional campaign are slightly
different from your marketing campaign. Promotional objectives should be
stated in terms of long or short-term behaviors by people who have been
exposed to your promotional communication. These objectives must be clearly
stated, measurable, and appropriate to the phase of market development.

 Step 4: Determine Your Promotion Mix 

This is where you will need to allocate resources among sales promotion,
advertising, publicity, and of course personal selling. Don't skimp on either of
these areas. You must create an awareness among your buyers in order for your
promotional campaign to succeed. A well rounded promotion will use all these
methods in some capacity.

 Step 5: Develop Your Promotional Message

This is the time that you will need to sit down with your team and focus on the
content, appeal, structure, format, and source of the message. Keep in mind in
promotional campaigns appeal and execution always work together.
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 Step 6: Develop the Promotion Budget

This is the exciting part. You must now determine the total promotion budget.
This involves determining cost breakdowns per territory and promotional mix
elements. Take some time to break down allocations and determine the
affordability, percent of sales, and competitive parity. By breaking down these
costs you will get a better idea on gauging the success potential of your
campaign.

 Step 7: Determine Campaign Effectiveness 

After marketing communications are assigned, the promotional plan must be
formal defined in a written document. In this document you should include
situation analysis, copy platform, timetables for effective integration of
promotional elements with elements in your marketing mix. You will also need
to determine how you will measure the effectiveness once it is implement. How
did the actual performance measure up to planned objectives. You'll need to
gather this information by asking your target market whether they recognized or
recall specific advertising messages, what they remember about the message,
how they felt about the message, and if their attitudes toward the company was
affected by the message.

How to Design a Sales Promotion Campaign

Sales promotions that cause customers to flock to your store and encourage some
to become regular consumers, are the building blocks of business success. The
right ad mix brings customers in without over spending. Knowing what online
marketing to add to the equation makes persuading potential clients even more cost
effective. Devising repeatable campaigns to turn into annual events to create
ongoing customer enthusiasm is key.

Instructions

1 Calculate sales needs or quotas. Concrete numbers help develop a comprehensive

plan.

2 Research past successful sales and document what customers bought. Organize
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the promotion around a product's popularity. Introduce new products to appeal to

the existing client base and bring in new customers.

3 Define the type of promotion to create. Calculate how much of each item needs
to be sold to meet quota so you'll know how much inventory to order. Select a
theme and define the time line.

4 Entice customers with a themed promotion. Designing around seasons or other

well-known themes allows you to tie in promotions with
shopping holidays. Celebrations such as Black Friday -- the Friday after
Thanksgiving -- and Christmas -- when customers are shopping for bargains --
provide promotional opportunities. Annual seasonal campaigns often keep
customers coming back for more and are cost friendly to duplicate.

5 Keep the promotion simple. An elaborate program pushing too many products
overwhelms many consumers. Focus on a few key sales rather than aisles so full,
customers have to negotiate just to move around. Seasoned promoters incorporate
purchasing incentives such as samples, gifts, rebates, coupons, contests and
sweepstakes to encourage sales, according to the Bureau of Labor Statistics. Select
one or two inducements to design the campaign around.

6 Upsell utilizing a loss leader. This technique offers a low-selling product to

promote sales of more expensive items, and hopefully create future revenue,
according to Alt Concepts. Offering a percentage off a scarf with the purchase of a
sweater is an example. Customers who like the promotion may buy for themselves
and a friend, or start a collection which creates ongoing revenue.

7 Launch an employee-incentive contest. Engage staffers by encouraging

competition during the promotion. Offer rewards such as free movie passes,
restaurant gifts cards, even cash. Increase sales by awarding a grand prize, but
sprinkling enough prizes throughout the contest so most workers participate. Add
the cost of the awards to the total cost to run the promotion.
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8 Promote and advertise. Calculate the advertising budget. Balance it with the sales
quota. A promotion costing twice as much to advertise than the sales it produces is
a disaster. Price shop newspaper, radio and local cable television ads to devise a
well-rounded, yet cost-effective campaign.

9 Multiply the ad campaign by publishing online flyers and coupons. Social

marketing has revolutionized the way businesses create buzz. Social sites provide
individuals with a voice the smart sales promoter engages. Ask online customers to
select their favorite promo items. Include the top picks in the sale. Social media
can amplify your message when you get customers involved.

 The Concept Behind Sales Promotion

The term Sales Promotion broadly refers to all those promotional activities

which are undertaken to stimulate interest, trial or purchase of a product by
the end user or other intermediaries in between. Besides advertising and personal
selling, all other activities undertaken to promote a product can be classified under
sales promotion!

According to the Institute of Sales Promotion, "Sales Promotion comprises that

range of techniques used to attain sales or marketing objectives in a cost effective
manner by adding value to a product or service either to intermediaries or end
users, normally but not exclusively within a defined time period."

Almost every Company uses Sales Promotion techniques at some stage of the
product life cycle since sales promotion techniques provide a strong incentive
to BUY!
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Generally, there are 3 modes of Sales Promotion -

 Consumer oriented

 Sales force oriented

 Retailer oriented

Develop a sales promotional campaign for Eureka

Forbes Aqua guard.
We develop a campaign for Eureka Forbes aqua Guard. In jalandha city. In
jalandhar city 20 store is situated. Which sells our product? We also do the direct
marketing for the sales. When we talk about the campaign then we consider three
forces.

 Customer sales promotion

 Dealear sales promotion
 Sales force Promotion.
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We know that if a company wants to design a sales campaign then the company
considers all these things. Firstly we talk about Customer Sales Promotion

 Customer sales promotion

 Price off
Firstly we consider the price off for the product. We know that the price of the
aucaguard is between 1500 to 5000. So we gives the price off for the customer. If a
customer purchase the product. We gives 10% flat discount.
 Quality deals
Secondly we gives the Quality deals. That means the after sales service. We
provide the free service of two years.
 Coupons
We give the price of coupons for the customer. If a customer purchases our product
we give the flat 15% price off coupons for next purchase.
 In product gift
We also give the in product gift to our customer. That means like glass jug etc.
give to our customer.

 Advantages of Sales Promotion - Importance to

Consumers
Increased Buying Confidence -Distribution of free samples is probably the fastest
and best way through which manufacturers can push consumers to try a product.
Once satisfied with the quality of the sample product, consumers become more
confident about buying a new product.

Reduced Rates - During promotional campaigns, companies offer their products at

discounted rates. Consumers like to make use of such occasions to buy larger
quantities of such products.
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 Advantages for Producers and Manufacturers

 Entering New Markets - Sales Promotion campaigns enable manufacturers
to capture new markets.

 Controlled Expenses & Measurable Results - Producers have direct

control over sales promotion campaigns and this enable them to make sure
that there are no undue wastages in the process!

  Increased Sales - Sales promotion techniques have favorable effect on the

sales of products. Companies enjoy increased demands for their products
while such campaigns are running.

 Advantages for the Sales Force

 A sales promotion campaign makes the job of the sales team much
easier. Thanks to the offers and sales, customers are positively inclined
towards buying a particular product.

 Some of the commonly used Sales Promotion tools

include -
 Free Samples, Coupons, Lucky draws, games and contests, Cash Refund
offers, Free Trials, Tie In Promotion, Point of Purchase Displays etc

Suggestion.

Conclusion.

Bibliography.
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www.wikkipedia.com

www.uraka.com

www.scribd.com

Book: Advertising and Promotion

Kurti shah & Alan D’souza