PROJECT

REPORT

ON
COMPANY- EUREKA FOBES LIMITED

SUBMITTED TO:

PROF. MILLIND M. FADNAVIS

SUBMITTED
BY:
BY:
BHAVYA GARG
ROLL
NO:201600202
SECTION:D

INTRODUCTION OF THE COMPANY

Multi-product, Multi-channel Corporation - part of the Shapoorji Pallonji Group.About 7500
employees are working in the company. Eureka Forbes Ltd. is the Leader in domestic and
industrial Water Purification Systems, Vacuum Cleaners, and Air Purifiers & Security
Solutions. Eureka Forbes Ltd. is the Pioneers in Direct selling - Asia's Largest Direct Sales
Organization. About 7,500 strong direct sales force operates from 237 Customer
Response Centres in over 145 cities and contacts over 1.25 mn homes, adding 1,500
customers daily. They have expanded to 380 smaller towns through franchised direct
operations. They even have a consumer channel with over 15,000 dealers across over
1,800 cities and towns offering consumers a range of water purification and home
cleaning products on retail shelves.
Eureka Forbes Ltd. also expanded channels that reach out to customers to include.This
company has Over 7500 strong Dealer Sales Network in India .and also have 58
distributors for strong Institutional Sales Network. This company has Security Systems
Division that is one of India's largest system integrators.
Eureka Forbes Ltd have a strong service network that backs up sales efforts. Over 5,800
company-trained technicians operate from over 1,800 service centres, making over
25,000 kitchen visits daily, supported by our Eurohelpline call centres, customer
relationship specialists and mobile service vans.
Eureka Forbes - A Business Super brand .this companys Aqua guard & Euro clean Chosen Super brands. This company Ranked among India's Most Admired Consumer
Durable Companies. This company awarded for The Best Employers (4 times in a row)
.This Company is the Winner of 'Most Admired Knowledge Enterprise' MAKE- Asia Awards,
Winner of awards on Customer Responsiveness, Winner of Water Digest awards.
Eureka Forbes Ltd. Vision is to make a happy, healthy, and safe & pollution free
environment on truest and lasting relationship with customers.
Eureka Forbes Ltd. Mission is To Build sustainable relationship with customers as their
Friend for life by satisfying their evolving health, hygiene and life style need through

PRODUCT OF THE COMPANY

Eureka fobes Ltd. Majorly deals with water purifiers, vacuum cleaner, air purifiers and security solution.
WATER PURIFIERS:Eureka Forbes is a specialist in 5 water technologies, addressing 17 diverse water conditions. Over 71
million liters of Aqua guard water is consumed daily.
Eureka Forbes is the world's largest manufacturer of Ultraviolet based Water Purification System.
With over 20 products and over 3 million units sold.
Following are the product name.
Universalwaterpurifiers,ro+uvwaterpurifiers,rowaterpurifiers,uvwaterpurifiers,personalwater
purifiers,aquasure

VACUUM CLEANERS:Dusting, sweeping & swabbing does not get rid of fine dust. Even the cleanest-looking spaces harbour
dust & dirt. Dust floats in the air & settles on pillows, mattresses, furniture, dhurries & even soft toys.
Fine dust is actually living dust - microscopic, health threatening dust mites live in it. Over 19,000
dust mites in a single gram of fine dust. Dust mites cause allergies like fatigue, runny noses, itches and
even severe asthma.
Ordinary cleaning does not get rid of dust mites - only powerful, thorough cleaning with a vacuum
cleaner can. Eureka Forbes are pioneers and leaders in vacuum cleaning with over 2.5 mn satisfied
customers. Eureka Forbes has the widest range of vacuum cleaners and accessories that remove dust
& dirt from deep below surfaces, hard-to-reach places and areas where it does not seem to be present.
They are infinitely superior to conventional cleaning methods and are easy-to-use.
Following are the product name.
Euroclean Power Clean, Euroclean WD X2, Euroclean Wet & Dry, Euroclean Xforce, Euroclean iCLEAN,
Euroclean Dynomite, Euroclean Dynomite, Euroclean Health Pro, Euroclean Star, Euroclean iGlide.

AIR PURIFIERS:Indoor air is more polluted than the air outside. Polluted air causes maladies like allergies headaches, nausea,
physical aches etc. Asthma and allergy sufferers are worst affected. Pollutants include cigarette smoke, dust,
pollen, fibers, soot, dander, airbor. Fungal & bacterial particles and indoor allergy stimuli odours. Particles
smaller than 10 microns are the greatest health risk as our body's natural biological deface mechanism is not
effective in dealing with them.
Following are the product name.
Dr.AeroguardSCPR1100,Dr.AeroguardSCPR700,Dr.AeroguardSCPR200,Dr.AeroguardSCPR100,
Aeroguard4S,AeroguardWave,AeroguardMist,AeroguardBreeze
SECURITY SOLUTION:Euro vigil from Eureka Forbes provides complete safety for your loved one & business. Solution customized for
home, institutions & corporate, each solution from Euro vigil is tailor-made for unique requirement.
An array of product intrusion detection, access control, surveillance & fire detection, the euro vigil solutions
are state-of- the art security solutions providing you total safety.

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 HULpureit. 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

DIFFERENTIATE FROM OTHERS IN THE INDUSTRY

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 companys water purifier have unique 5 stage purification process in this purification process there are 5
filer.

Stage 1 there is a particulate filter which is removes dirt & floating particles.

Stage 2 there is sediment filter which is removes suspended impurities.

Stage 3 there is a Biostat carbon block which is removes bad odour and taste and also removes chlorine
and organic chemicals.

Stage 4 there is active disinfectant to seeks & destroys Disease-causing bacteria and virus

Stage 5 there is special activated carbon for retains the natural taste of water.
KENT is dominant in industry by channel sales. But this company use advertising. The brand

ambassador of Kent is bollywood actress Hema malini.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 (VOCs), 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 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

Consumer Benefit

AquaSure

Philips

From the house of Eureka Forbes,

leaders in water Purification for 25
years
Endorsed
by
Indian
Medical
Association

Turst of 25 lakh customers

Guarantee of 178000 doctors

Gives the freedom to place
where ever you want
Convenience to fill water by
keeping glass
clean the filter
Gives you water which is safer
than boiled water
gives very quick after sales
service across india

Table top facility

Stainless Steel bottle holding tray
Back Flush Facility
Power Boil
back up of 1004 exclusive service
centers across 186 cities
cartridge life indicator
wall hanging facility
twist filter change
macro filter
sediment filtre

Dust and soil remove

Suspended particles remove

Kent

Purit

x
x

x
x
x

Marketing strategy:(a)Direct marketing Eureka Forbes followed the globally 'tried and tested' direct selling route for marketing
its products in India, thus becoming one of the first direct selling companies in India.
Eureka Forbes not only had the financial strength, but also a strong network of sales
executives to push its new products into them market.
(b)Networking channel sales-

 Eureka Forbes is setting up alternative and bew retail channels to increase the
penetration of water purification devices.
Networking division is now extending products to chemists, CSDs (canteen stores
department) and general merchandise stores to reach out to households which do
not use water purification devices.

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 Ps 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.

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

Rs.7650

place

it is install in low TDS area

promotion

giving best service, promoted by company promoters

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

Rs.6990

place

it is install in low TDS area

promotion

giving best service, promoted by company promoters

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

Rs.5990

place

it is install in low TDS area

promotion

giving best service, promoted by company promoters

4Ps analysis for RO Segment: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

Rs.13990

place

It is installing in High TDS area like above 300.

promotion

giving best service, promoted by company promoters

ELEGANT RO SYSTEM: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

Rs.9990

place

It is installing in High TDS area like above 300.

promotion

giving best service, promoted by company promoters

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

Rs.8995

place

It is installing in High TDS area like above 300.

promotion

giving best service, promoted by company promoters

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
c) Working properly
d) Properly repair services against paid AMC's
e) Services during contract period
f) Saves time

PLACE
a)
b)
c)
d)
e)
f)

Increase impurities than use for water purifier

Increase disease
Direct sales given knowledge for customers
Easy available product
At jaipur 2 distributors and many dealers
Any activity, ExKnops

SWOT ANALYSIS

STRENGHTS
Brand Image of aquagaurd
Benchmark for Direct sales
strategy.Asia's Largest direct
selling Company
Strong dealer sales network

WEAKNESSES
Service network in suburbs
catering to unlimited customer
After sales service
falling short to serve huge
customer base.

the model also being the only

water purifier to be endorsed by
the Indian Medical Association.
10 billion multi product,
multichannel corporaration
World class quality products

OPPORTUNITIES
In semimetros or ditrict and
taluka level,In rural market
areas.
By providing very strong service

THREATS
General Awareness in
consumer
Competitors

network in metros then there will

be no space for competitor
At international level
In instituitional level

Sometime source of water

Government policies
Some time dealer or retailer
not complete their
responsibilities.

ANALYSIS OF THE PLAYER OF THE INDUSTRY

1. EUREKA FORBES LTD.:Multi-product, Multi-channel Corporation - part of the Shapoorji Pallonji Group. About 7,000 employees are
working in the company. Eureka Forbes Ltd. is the Leader in domestic and industrial Water Purification
Systems, Vacuum Cleaners, and Air Purifiers & Security Solutions. Eureka Forbes Ltd. is the Pioneers in Direct
selling - Asia's Largest Direct Sales Organization. About 6,000 strong Direct Sales Force touches 1.50 million
Indian homes, adding 1,500 customers daily. Customer family now numbers over 6 million - enduring
relationships as friends for life. The Operations of this company is going on 125 cities & 475 towns across
India.
Eureka Forbes Ltd. also expanded channels that reach out to customers to include. This company has Over
5,000 strong Dealer Sales Network in India .and also have 58 distributors for strong Institutional Sales Network.
This company have Security Systems Division that is one of India's largest system integrators.
Eureka Forbes Ltd have a strong service network that backs up sales efforts. About 4500 company trained
technicians who make 20,000 kitchen visits daily. That is supported by Call Centers, Customer Care
Representatives & Mobile Service Vans.
Eureka Forbes - A Business Super brand .this companys Aqua guard & Euro clean - Chosen Super brands.
This company Ranked among India's Most Admired Consumer Durable Companies. This company awarded for
The Best Employers (4 times in a row) .This Company is the Winner of 'Most Admired Knowledge Enterprise'
MAKE- Asia Awards, Winner of awards on Customer Responsiveness, Winner of Water Digest awards.

Eureka Forbes Ltd. Vision is to make a happy, healthy, and safe & pollution free environment on truest and
lasting relationship with customers.
Eureka Forbes Ltd. Mission is To Build sustainable relationship with customers as their Friend for life by
satisfying their evolving health, hygiene and life style need through

2. KENT: KENT is a 21st century health care products company with a vision for making the world a healthy and a happy
family. This companys mission is to produce innovative health care products that purify the water we drink, the
food we eat and the air we breathe, thus help people live healthier. For customers, bringing health care products
for you, is more than just a business, it is a passion. It is, In fact, it is the most prominent purpose of our
existence.
Pioneer in bringing revolutionary RO technology to India for the first time, Kent, started in 1995 in
Noida, Despite a humble beginning, today Kent is a strong organization with offices spread across Delhi, NCR,
Mumbai and other major cities. Most importantly, Kent is having millions of satisfied customers to its credit.
This companys product philosophy is unambiguous. We help people in attaining the biggest and most
precious wealth called "Perfect Health", which is reflected in our range of health care products too.
Kent vision is To Making the world a healthy & happy family and to become the number one market
player with maximum market coverage by providing the worlds first Mineral RO technology and sustainable
values.
Due to very aggressive and extensive adve7rtising & marketing strategies of the company KENT Mineral
RO has gained immense popularity amongst the general public. The product has been so successful and popular
that it was awarded three International Awards in 2007.
Best Domestic Water Purifier 2006-2007 AND 2007-2008 (By UNICCO And Water Digest International) ,
Golden Peacock Award For Best Eco Innovation 2006-2007.

3. HINDUSTAN UNILEVER LTD.:-

Pure it, a breakthrough offering of Hindustan Unilever, comes with many unique benefits complete protection
from all water-borne diseases, great convenience, and unmatched affordability. Pure its unique Germ kill
Battery technology kills all harmful viruses and bacteria and removes parasites and pesticide impurities, giving
you water that's 'as safe as boiled water. It assures your family of 100% protection from all water-borne diseases
like jaundice, diarrhea, typhoid and cholera. Whats more, it doesnt need gas, electricity or continuous tap
water supply. You will be further reassured to know that Pure it meets the stringent germ-kill criteria of the
Environmental Protection Agency (EPA), the toughest regulatory agency in the USA. Protect your loved ones
with a Pure it Water Purifier today!

4. PHILIPS:ROYAL PHILIPS ELECTRONICS, a global leader in the three interlocking domains of healthcare, lifestyle
and technology recently announced its foray into the water purification market. Philips Electronics India ltd, a
subsidiary of the Netherlands based Royal Philips electronics endorsed the announcement by launching the
Philips Intelligent Water Purifier, a state of art advanced UV Water Purifier. Said to bring about a revolution
in the water purification market, the company not only promises to provide pure and safe water but the new
range also features delivery convenience to the consumers. Adopting the policy of aggressive marketing,
various Experience Centers will be set up in high traffic areas wherein the consumer can see, touch, feel and
experience the water purifier. The demonstrator will also inform the consumer about the nearest retail purchase
point of the product.
Philips has also set up a robust CRM system for providing sales support whereby a consumer helpline called
Philips Pure Water Care helpline which is already operation.