A STUDY ON MARKETING

STRATEGY AND DIRECT

SALE OF EUREKA FORBES

A SUMMER INTERNSHIP REPORT

Submitted by

SANDEEP KUMAR
Registration No: 11403445

In partial fulfillment of Summer Internship

for the award of the degree of

MASTER OF BUSINESS

ADMINISTRATION

School of Business

LOVELY PROFESSIONAL
UNIVERSITY
Phagwara, Punjab
July, 2015

1
CERTIFICATE
2
ACKNOWLEDGEMENT

I feel great pleasure for the completion of this project. At the very outset I would express my
sincere thanks and deep sense of gratitude to personnel who helped me during the collection
of data and gave me rare and valuable guidance for the preparation of this report. I take this
opportunity to express my deep sense of gratitude and appreciation to my project guide Mr.
Manish Dogra (Team Executive). For giving me the opportunity to do the project work under
this prestigious company, and guiding me for assistance, motivation, valuable advice,
worthwhile discussion, technical ideas, and important suggestions. I also express my
gratitude towards my parents and sincere thanks to my friends, all the employees of Eureka
Forbes, and well-wishers for their encouragement and kind co-operation to complete this
report. Without their suggestion it has not been completed.
3
EXECUTIVE SUMMARY

This project was done in Eureka Forbes, Jalandhar (Punjab).this project carried out and
understand the verticals of company. The main objective of this project is to understand
the Marketing strategies of Eureka Forbes and how they apply all that strategies in the
company to increase their product sale.

This report detail study of direct sale and customer relationship, how bad after sale
service cause decrease in product sale(Security System Products).report analysis input
given by different people involve in the company and after the market observation.

This analysis would help organization to understand the problem better and accordingly
take decision to eliminate services glitches and to improve the service.

This report also contain direct selling process of the company. It include how they
approach their customer and how they provide them services after sale. During this
internship what kind of responsibility are done by me.
4
TABLE OF CONTENTS

Ser. no
Chapter Name
Page no

Chapter 1
History of Eureka Forbes Ltd.
7-8

Chapter 2
Introduction to Eureka Forbes Limited
9-11

Chapter 3
Eureka Forbes Partnerships Brand
12-17

Chapter 4
Products offered by Eureka Forbes Limited
18-22

Chapter 5
My training scenario in Eureka Forbes
23-25
Chapter 6
Corporate Social Responsibility & Awards of Eureka
26-27

Forbes Ltd

Chapter 7
Customers satisfaction & Consumer Behavior
28-31

Chapter 8
Marketing strategies of Eureka Forbes
32-39

Chapter 9
Suggestions for Eureka Forbes in future
40

Chapter

41

10
References
5
LIST OF FIGURES

CERTIFICATE OF QUALITY

Figure no 1

Figure no 2
S.P group

Figure no 3
aqua mall

Figure no 4
Forbes pro

Figure no 5
Forbes lux

Figure no 6
Dr.Aqua guard Water Purifiers

Figure no 7
Aqua guard Water Purifiers

Figure no 8
Aqua Sure Water Purifiers

Figure no 9
Forbes vacuum cleaner

Figure no 10
video door phone

Figure no 11
Euro vigil Fermax Loft

Figure no 12
Access control system

Figure no 13
Biometric access control
Figure no 14
Digital Video Recorder

6
Chapter 1:- History of Eureka Forbes Limited

Eureka Forbes part of the Shapoorji Palling Group's Forbes Gokak based in Mumbai is an
Indian consumer appliances company. Eureka Forbes was the first to introduce domestic
water purifiers the Aqua guard model - as well as vacuum cleaners to India in the 1980
the Company operates in over 92 cities in India and employs over6, 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 was 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
Aqua guard has become a synonym for water purifier in India.1982 - Eureka Forbes
started in1982 which depended on technology provided by Sweden for making vacuum
cleaners and air purifiers, has grown into a Rs.800-crorecompany employing nearly 8000
people, they pointed out.

The company is the largest direct selling organization and has been considered as one
among the most admired consumer durable companies in the country. The company has
also drawn up plans for diversification to manufacture products aimed at 'smart homes
and safe homes.

Eureka Forbes, Ltd. offers water purification systems, vacuum cleaners, and air purifiers. The
company also offers security solutions, including home security system intrusion alarm
systems, access control systems, fire alarm systems, and surveillance systems. In addition, it
offers industrial solutions, such as industrial water purifiers, commercial and industrial
vacuum cleaners, hard floor cleaning and maintenance machines, high pressure cleaners, and
cleaning and hygiene products. Eureka Forbes offers its products through dealers and
institutional sales network. The company was incorporated in 1931 and is based in Mumbai,
India. Eureka Forbes, Ltd. operates as a subsidiary of Forbes &Company Ltd. Euro smile is
the service division of Eureka Forbes, with the largest service network across India catering
to the needs of domestic and institutional customers. With Over7,000

7
employees we are the leaders in domestic and industrial Water Purification Systems,

Vacuum Cleaners & Air Purifiers

Pioneers in Direct selling - Asia's Largest Direct Sales Organization

6,000 strong Direct Sales Force touches 1.50 million Indian homes, adding1,500 customers
daily

Customer family now numbers over 6 million enduring relationships as Friends For Life"

Operations in over 125 cities & 475 towns across India.

Expanded channels that reach out to customers to include

Over 5,000 strong Dealer Sales Network

A 58 distributor strong Institutional Sales Network

Security Systems Division - one of India's largest system integrators

A customer finance scheme, Euro value, for customers to easily obtain the means to Live
Healthier Lives

A strong service network that backs up sales efforts

4500 company trained technicians who make 20,000 kitchen visits daily

Supported by Call Centers, Customer Care Representatives & Mobile Service Vans.

Salient features or USPs

Service at your doorstep

Customer base more than 30 million

Indias largest after sales network over 650 service centers

Service network of 1050 business partners

4800 trained service technicians make 25000 calls every day Single number access 24 hours
in 8 major cities- Euro helpline: 3988 3333

8
Chapter 2: Introduction to Eureka Forbes Limited

Eureka Forbes - Starting From the Scratch

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. Vacuum
cleaners and water purifiers were rather new concepts for Indian consumers, 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 'Eureka' as a brand. The company believed that its core strength was its people. It
employed dynamic, highly motivated individuals, called Euro champs,' who projected the
image of 'The friendly man from Eureka Forbes. Thus, for the average Indian consumer,
Eureka Forbes became synonymous with the smartly dressed

Salesman who came to their houses and cleaned up things in a jiffy or showed how
air/water purifiers were indispensable. Euro champs initially targeted the metros but soon
began visiting smaller cities and towns also.

Current scenario:-

The consumer durables market in India is valued at US $ 4.5 billion currently. In 2015,
microwave ovens and air conditioners registered a growth of about 25%. Frost-free
refrigerators have registered significant growth as many urban families are replacing their old
refrigerators. Refrigerator sales amounted to 4.2 million in 2015, whereas the production of
the refrigerators went up by 17% as compared to the preceding year. Washing machines,
which have always seen poor growth, have seen reasonable growth More and more Indians
are now buying electrical appliances due to change in electricity scenario. The penetration
level of color televisions (CTVs) is expected to increase 3 times by 2015. 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 after three 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 29 years of
consolidated efforts to become the undisputed leaders in

9
domestic and industrial Water Purification Systems, Vacuum Cleaners, and Air Purifiers
& Security Solutions. Being Asias largest direct sales organization, our force of 7000
direct personnel touches 8million homes. We have one of the largest networks catering to
more than 131 cities and398 towns across the country.

Eureka Forbes have a 10,000 strong dealer sales network Andover 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
aftersales service, and to achieve the same we have over 1500 service centers and as many
as4500 company trained technicians who visit over 20,000 Indian kitchens daily!

Euro smile Mission:-

Vision

The happier, healthier and safer house and work place.

Mission

Building a long-term Relationship with customers and ensure zero defection, endeavor
to meet customer expectations, constantly upgrading the service delivery to bring high
satisfaction level among customers . . . Leading to Customer Delight

EUREKA FORBES LIMITED MISSION

To build sustainable relationships with customers as their "Friend for Life by satisfying
their evolving health, hygiene, safety and lifestyle through. Our people whose
entrepreneurial spirit and ambition is fuelled by the culture of pride, learning, earning and
fun. Our Product and Services that reflect innovation become quality benchmarks and
provide real value - for money. Our Policies and Practices that is fair, transparent and
constantly improved to optimize stakeholder satisfaction and achieve market leadership

EUREKA FORBES LIMITED VISION

A Happy, Healthy, Safe and Pollution free environment built on trust and lasting
relationships with customers.

10
CERTIFICATE OF QUALITY:-
Fig no 1:- CERTIFICATE OF QUALITY

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Chapter 3:- Eureka Forbes Partnerships

Brand

International Partnership Alliance

Lux and its partner companies Eureka Forbes India, AMC Classic South Africa,
AerusElectrolux US, and the Forbes Lux Group Switzerland today employ over 16'000
people in sales, administration, research and development. With a customer base of over
20Million Lux and its alliance partners promote some of the world's leading brands in direct
sales. The Lux Partnership Alliance with its unique spirit and its focus on people and the
direct sales of innovative products today runs sales operations in many parts of the world.

The Partners are as followed:-

SP GROUP

Aqua mall Water Solutions Ltd.

Forbes Pro Solutions

FORBES LUX

SP GROUP:-

Fig no 2:- S.P group

12
140 years ago, Mumbai was largely an uninhabited cluster of islands. To fulfill the water
supply needs of the city a reservoir was built, in the famous Malabar Hills. Not only did
the reservoir sustain the needs of Mumbai for the next 100 years, it also witnessed the
growth of Mumbai as the Commercial Capital of India.

The reservoir was built by a Littlewoods Palling & Co., which today is Shapoorji PallonjiCo.
& Ltd. one of the leading construction giants in India and abroad. Over the next hundred
years, the companys expertise has been repeatedly showcased on projects which involved a
major advance in construction technology or whose size was beyond the capacity of most
others. Blessed with a rich legacy and heritage, it has marched into the new millennium with
modern management skills, state-of-the-art technology and the ideals of innovation and
customer satisfaction, to the extent that when the Sultan of Oman decided to build a palace
around his throne, he placed his trust in Shapoorji Pallonji.Shapoorji Pallonji & Co. Ltd. is
just one of the jewels in the SP crown. It draws vital support from other group companies to
be able to execute turnkey projects swiftly and efficiently. These include SP Fabricators,
AFCONS, Forbes, Sterling and Wilson, Construction Materials Group, SP Real Estate and
Samalpatti Power Company Private Limited. Together, this conglomerate continues to strive
towards perfection, quality and commitment virtues.

2. Aqua mall Water Solutions Ltd

Fig no 3;- aqua mall

13
Aqua mall Water Solutions Ltd. came into existence more than two decades ago to partner
with Eureka Forbes Ltd. in its quest to bring pure, safe drinking water to the Indian market. A
wholly owned subsidiary of the company, it has proved to be an invaluable ally in the
leadership and domination of the category. The pioneer of water purification manufacturing
in India and now a virtual a one stop shop for point-of-consumption water purification
systems, we have a vision of becoming the most preferred global source of water purification
systems. Today, over 600,000 units of 34 different models of water purification systems roll
out of the four Aqua mall facilities. Its current capacity can be scaled up to two million
unitsp.a. The Cell Concept on which it operates facilitates higher productivity thus enabling
it to maintain a high inventory turnover. The quality management procedure and systems at
Aqua mall showcase the unwavering focus on quality. The team is adorned by highly
qualified professionals with more than210 man years of water related research and
development experience backing up their credentials. Apart from excellent human resources,
Aqua mall is backed by top class, state-of-the-art infrastructure. The jewel in the Aqua mall
crown is its most recent facility at Dehradun which is Indias first green water purification
factory. Its Environmental Policy seeks not only to ensure total compliance with all
applicable environment, legal and other requirements, but wherever possible, to exceed them.
The company is infecting in the process of securing the exacting LEED Gold Standard
certification. Aqua mall constantly strives for creative and innovative ideas which add value
to its customers, ably demonstrating its ability to design and develop path-breaking new
products

3. Forbes Pro Solutions

Fig no 4:- Forbes pro

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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 plans & Railway solutions. Our
commitment to customers is backed by over 25 years of Eureka Forbes expertise,
nationwide service network and strategic alliances with world leaders. Whatever business
you are in, our comprehensive range of solutions & services enables you to maintain
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. They have also achieved a high degree of corporate excellence in Facility
Management, Concept and Hospitality Solutions and Water & Waste Water solutions
Water. We know, therefore, that success doesnt come easily and can never be taken for
granted. This is why we strive for excellence in all aspects of our business, right from
ushering the best of the products, technologies and services to the best experience to the
industry. 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 divisions 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.

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 ensuring that our clients get the best of Complete hygiene Solutions which has

15
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 already have as a Complete Solutions
in our portfolio. Never being satisfied with the status quo is one way of maintaining our
competitiveness in the Industry arena. Our commitment to customers is backed by over 27
years of Eureka Forbes expertise, 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.

3. FORBES LUX:-
Opening Doors to a Healthier, happier world. For over 100 years now, millions of people
across the globe have opened their doors to health. Lux International AG, Switzerland is
an organization backed by over 100 years of experience, over 20 million customers and
Eureka Forbes Ltd.

16
India one of the largest direct selling company in Asia with an active database of over 5
million customers and 25years of developing relationships. The Forbes and Lux Groups
joined hands in their expansion world over and laid the foundation for the Forbes Lux
Group with its headquarters in Switzerland. The new company with a 50:50 shareholding
between both companies, aims to develop direct sales operations around the world,
operating with two strong brands, Forbes and Lux.

Fig no 5:- Forbes lux

The two companies partnering to form Forbes Lux Group are well known market leaders
in their respective markets, share a common goal of understanding the consumers,
bringing to them high quality solutions and above all, developing lasting relationships.
Forbes Lux Group is about building healthy relationships. With their range of water
purifiers, vacuum cleaners, steam cleaners, air purifiers and more, the group offers
innovations for a healthier, happier life at home to people across the world.
17
CHAPTER 4
Products offered by Eureka Forbes Limited

Eureka Forbes starts their business with vacuum cleanes as a their mother product after that
they expand their product from different categories like water purifiers, security system, etc.
here we just discuss what kind of products eureka forbes provide

Water purifier

Vacuum cleaners

Security Solutions

1. Water purifier:-

Water Purifiers from Eureka Forbes combine the best of technology and expertise to provide
a wide range of products that give utmost purity and supreme quality.

Type of water purifier Model:-

Dr.Aquaguard

Aqua guard

Aqua sure

Dr. Aqua guard Water Purifiers:-

Dr Aqua guard range of customized water solutions equipped with patented Mineral
Cartridge & Biotron technology.

Dr. Aqua guard Genius+ is a Universal water purifier which is equipped with RO+ UV+ UF
technology. It automatically identifies the source of water (municipal, bore well or tanker)
and accordingly chooses the correct purification technology to give you water which is not
only free from physical, chemical & microbiological contaminants but also has the right TDS
balance. Its unique Auto Mineral Modulator allows you to set the taste of water as per your
preference. The advanced Mineral Cartridge and Boron Cartridge ensures that the
essential minerals necessary for your family's health are retained giving you not just shush,
healthy water.

2.Aqua guard Water Purifiers

Aqua guard Genius is a Universal water purifier which senses the quality of water and
chooses the optimum purification technology RO + UV/ UF + UV to purify water.

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Its unique Taste guard technology senses and adjusts to different sources of water
automatically using multi-stage purification processes to give you the same tasting, pure
and safe water always.

Figure no 7:- Aqua guard Water Purifiers

3. Aqua Sure Water Purifiers:-

Aqua Sure range of smart Electric & Non-Electric water purifiers brought to you at a
smart price. Aqua Sure Expert is a universal water purifier equipped with RO+UV+UF
technology. The advanced purification system gives you protection from harmful
chemicals, pesticides and dreaded heavy metals such as arsenic, lead, mercury and also
removes water borne disease causing bacteria, viruses and cysts. Its advanced TDS
regulator constantly senses the TDS levels in the water and selects the best purification
process based on the input water. The Taste Guard Technology gives you the same tasting
pure, safe & healthy water always.
19
Product 2:- Vacuum Cleaners

Vacuum cleaners from Eureka Forbes are installed with advanced cleaning technology
that keeps homes clean. These vacuum cleaners are crafted to meet the changing cleaning
needs that modern lifestyle calls for. They remove hidden dust and dust mites, giving you
clean and healthy homes.

Company basically dealing in two type of vacuum cleaner ie

Euro clean

Forbes vacuum cleaner

Euro clean Power Clean:-

Euro clean Power Clean High Pressure Cleaner is a cleaning marvel, powered with a
1700 W induction motor which uses an advanced technology that jets out water at 25
times the pressure of a conventional hose pipe, giving you high quality cleaning. From
tough dirt stains to cleaning spots that are hard to reach cleaning areas, Euro clean Power
Clean is sure to keep your outdoors shiny and sparkling, which manual cleaning can't.

Fig.No 9:- Euro clean Power Clean

2.2. Forbes vacuum cleaner

The Eureka Forbes Trendy Steel vacuum cleaner is an excellent device to clean your home.
Designed to meet your varied needs, it has a sleek design with a classic steel finish that
makes it stand out wherever you keep it. Furthermore, the superior quality of its suction
mechanism allows you to remove both solid particles and fluids with equal ease. This Eureka
Forbes Trendy vacuum cleaner also comes equipped with a variable power control
20
that helps you customize the power you need to clean different surfaces, helping you do
an excellent job.

Fig no 9:- Forbes vacuum cleaner

Product 3:- Euro vigil Security system

Euro vigil Security Systems, considered as Indias most advanced electronic security system
is a part of the Eureka Forbes family. Euro vigil offers highly advanced and complete security
systems which include Video Door Phones, Intrusion Alarm Systems, Home Automation
Systems, CCTV Surveillance, Access Control Systems and CMS (Central Monitoring
Station). All Euro vigil products carry UL, CE, FCC and ROHS certifications.Euro vigil
offers complete vigilance and protection to shops, homes and even offices with an instant
alert feature from burglary, theft, fire, intrusion, gas leakage and personal emergencies. Also,
Euro vigil advanced security feature extends to notify authorized friends, neighbors and
concerned civic authorities about likelihood of a mishap. Euro vigils security specialists
undertake personal visits to conduct risk assessment of the property on the basis of a
revolutionary 4D concept to suggest a customized state-of-the-art security products and
solutions as per the security requirement of the customers. The 4D concept refer to the four
most crucial aspects of security viz. Display, Deter, Detect and Discover. All Euro vigil
products and systems come with on-time installation support from

21
Euro vigil products:-

Eureka Forbes provide security in 4D concept. This 4D concept examine by using these type
of products which are

Video Door phone

Access control system

Intrusion alarm system

3.4 CCTV (closed circuit television)

Video Door phone:-

Video door phone is basically a product which inhibit unwanted entry for your house.it allow
the home owner to communicate in 2 way mode. There are different type of video phone in
which company currently provide to their customer.
22
Chapter 5

My Training scenario in Eureka Forbes

On 01-06-2015 I started my training in Eureka Forbes Jalandhar Punjab. At first day I just fill
up all the documents which they required from me. After filling all the document they
introduced me with branch manager Mrs.yogesh Sharma. Branch manager allocate me my
training mentor Mrs. Munish Dogra under his guidance I have to complete my project.

He is basically from una, himachal Pradesh. He distribute my training in different parts

which are

Orientation program

Product launching in Chandigarh

One week training

Field work

Incentive on first sale

Target in a month

Orientation Program:-

Employee orientation is part of a long-term investment in a new employee. It is an initial

process that provides easy access to basic information, programs and services, gives
clarification and allows new employees to take an active role in their organization.

Introduce new employees to their new environment

Make new employees feel welcome and comfortable

Retain a pool of new, capable employees

After the end of first day my mentor introduce me with all the company employees who
working there. I feel very gland when they sharing their job experiences with me. Their
experience help me to understand how the organization working, how they manage their
worked.

In eureka Forbes there is an employee handbook available to understand the employee

day to day working routine, and what kind of discipline they have to maintain in the
organization, what we have to bear in office mean all kinds of instruction are given on
that single handbook.

23
 Product launching in Chandigarh

After the end of orientation Program Company organized a product launching event in
Chandigarh. Where all employees of Punjab region get together there. This was the first
time in my life that I was attended that kind of event.

In this product company launching new products for security solution division (SSD). So
giving the proper knowledge and proper guidance to their euro champ they organized this
event.

One week training

After the product launching program in Chandigarh next Day Company send Mrs. Vineet
Sharma who is working as regional trainer in eureka Forbes from 2011. Vineet Sharma is
a very good motivator and having deep knowledge in the field of sale and direct sale.
From 2013 he promoted as regional trainer.

He just divide our Seven week training program into three module Sales person profile

Industry module Pitching of products

Starting period of the training he just concentrate on basic atticate of a sale person. How
talk, how walk, what should the attire of a sale person etc.

In industry module he provide all the information about the product. He told all about the
product of the company and also give information about coming product of the company.

After the introduction of the product he teach us how to do pitching of a product, how we
going to present our product in front of the customer. How to give demo, how convince
the customer toward the product and at last how to close the deal.

Field work:-

After the one week training no its time to apply all the outcomes which we getting from
the training program. In guidance of my mentor we go in field.

At 7:45 all the employee get together in outside the office

On 8:00 AM all the employee on outside the office

24
With the guidance of Tertiary executive team meeting starts at 8:00 AM. in this meeting
they just told us which area we are going to cover today.

Company policy for selling

Total Door knocks in a day

40
Appointments in a day
10
Demos in a day
03
Sale in day
01

Incentive on first sale:-

With new joining when the employee giving the first sale to company minimum 1,
50,000 lac then company would provide him with different kind of incentive and health
benefits. He is available to apply for bike loan from the company now company giving
him petrol price for travelling.

Beside that to motivate the employees company having different incentive schemes on
the basis of weekly,monthly,and quarterly basis.

Target in a month

In the bringing they dont take employee as a permanent they put the employee as a
trainee basis .they set some point which the employee have to earn to get permanent in
the organization.

The no of point are 35 in 6 month (1 point =12000 INR)

If in any circumstances if any employee not able to fulfill the target then company will
provide 3 month of extra time to employee to complete the target. But they also
increase the number of target.

Now employee have to complete 45 point in 9 month

25
Chapter 6
Corporate Social Responsibility & Awards of Eureka Forbes Ltd

Corporate Social Responsibility:

Installation of Water Purifiers when Mumbai was submerged.Our zeal of being Friends
for Life is not restricted to just our customers. Corporate Social Responsibility has
always been an integral part of Eureka Forbes. Over a period of 28 years we have been
undertaking CSR programs across the country. Be it setting up of recreational Parks for
the elderly or installing free water purification systems in times of calamities, we have
actively contributed towards the welfare of the society. On July 26th, when Mumbai was
submerged due to exceptionally heavy rains we installed Water Purification Units across
Mumbai to provide safe drinking water to the affected people.

Water Purifiers installations during Tsunami:

On 26th Dec, when Tamil Nadu was faced with the devastation caused by the tsunami,
they installed high capacity water purification systems in 30 locations. Eureka Forbes
Actively worked with a Leading NGO- World Vision in this effort Jagrut Mumbai car
Program On November 27, 2008, the day after the Mumbai terror attacks, we installed
four water purifications units at St. George Hospital, Mumbai to provide safe drinking to
victims and their families.

To create innovative and educative touch points for citizens to experience the contribution of
Eureka Forbes through a new dimension. To be recognized as a significant contributor to the
environmental education and be seen as having earned rights to participate in the
environment news/debate space that is likely to be increasingly at the center of public
interest.Aquachek water labs conducting free water tests in 14 cities across India. The various
projects undertaken by EFIE include: Euro E Index Program: Under this program we have
successfully provided data related to pollution and other environmental facts for eight long
years without fail. Other activities under this include city wise comparison of

26
water quality, daily water watch for 14 cities, and etc.in collaboration with NDTV 24x7.
Currently the show is being aired on NDTV, while it began with Star News. Both these
programs are the worlds first and India is the first country to have daily pollution data
telecast through the electronic medium of television. Euro Rainwater Harvesting
Program Eureka Forbes through the Eureka Forbes Institute of Environment initiated a
movement on Rain Water Harvesting in Urban India with special focus on Mumbai.

The objective is to create citizens involvement in working out a solution to the Water
crisis. Following services are offered through this program:- Educating masses about
Rainwater Harvesting- Technical Consultancy Aqua Ambassador School Program:
Eureka Forbes Institute of Environment and Rotary Club of Mumbai have joined hands
for carrying out the Aqua Ambassador program with the goal of creating awareness and
educating the school children on water conservation.

Uniting to Safeguard the Environment (USE) Course: The USE course is specially
designed for corporate employees to understand about the environment in a macro sense
and tries to use the learning in implementing the same at field level. Project Caldara: An
innovative project Jaldhara was implemented with the purpose of water conservation in

Ballarpur area. The project was initiated by HSBC bank under their HSBC Banks Global

Leadership Series in partnership with Eureka Forbes Institute of Environment (EFIE) and
a Mumbai-based NGO called Members of Brotherhood (MOB).
27
Chapter 7
Customers satisfaction & Consumer Behavior

CUSTOMER:

A customer (also known as a client, buyer, or purchaser) is usually used to refer to a current
or potential buyer or user of the products of an individual in certain contexts, the term
customer also includes by extension any entity that uses or experiences the services of
another. A customer may also be a viewer of the product or service that is being sold despite
deciding not to buy them. The general distinction between a customer and a client is that a
customer purchases products, whereas a client purchases services. The word derives from
"custom," meaning "habit"; a customer was someone who frequented a particular shop, who
made it a habit to purchase goods of the sort the shop sold there rather than elsewhere, and
with whom the shopkeeper had to maintain relationship to keep his or her "custom," meaning
expected purchases in the future. The slogans "the customer is king" or "the customer is god"
or "the customer is always right" indicate the importance of customers to businesses
although the last expression is sometimes used ironically. However, "customer" also has a
more generalized meaning as in customer service and ales commercialized meaning in not-
for-profit areas. To avoid unwanted implications income areas such as government services,
community services, and education, the term

customer" is sometimes substituted by words such as "constituent" or "stakeholder.

This is done to address concerns that the word "customer" implies a narrowly commercial
relationship involving the purchase of products and services. However, some managers in
this environment, in which the emphasis is on being helpful to the people one is dealing
with rather than on commercial sales, comfortably use the word "customer" to both
internal and external customers. OBSOLETE meaning: In the early 17th century
customer was defined as a "common prostitute". This meaning is important for
understanding historical literary works. ("I marry her! What, a customer?")Othello, or ("I
think thee now a common customer") Alls Well that Ends Well.

Today the meaning of "customer" has been inverted in this usage. Consumer is a broad
label for any individuals or households that use goods and services generated within

28
theeconomy.The concept of a consumer occurs in different contexts, so that the usage and
significance of the term may vary.

In economics and marketing:

The "consumer" is the one who consumes the goods and services produced. As such,
consumers play a vital role in the economic system of a nation because in the absence of
the effective demand that emanates from them, the economy virtually collapses. Mahatma
Gandhi said a customer is the most important visitor in our premises. He is not dependent
on us, we are on him. He is not an interruption to our work; he is the purpose of
it.Typically when businesspeople and economists talk of consumers they are talking
about person as consumer, an aggregated commodity item with little individuality other
than that expressed in the buy/not-buy decision. However there is a trend in marketing to
individualize the concept. Instead of generating broad demographic profiles and psycho-
graphic profiles of market segments, marketers have started to engage impersonalized
marketing, permission marketing, and mass customization. There is increasing backlash
from the public over use of the label "consumer" rather than customer", with many
finding it offensive and derogatory

In law and politics:

The law primarily uses the notion of "consumer" in relation to consumer protection laws, and
the definition of consumer is often restricted to living persons (i.e. not corporations or
businesses) and excludes commercial users. A typical legal rationale for protecting the
consumer is based on the notion of policing market failures and inefficiencies, such as
inequalities of bargaining power between a consumer and a business. As of all potential
voters are also consumers, consumer protection takes on a clear political significance.
Concern over the interests of consumers has also spawned much activism, as well as
incorporation of consumer education into school curricula there are also various non-profit
publications, such as Consumer Reports and Choice Magazine, dedicated to assisting
consumer education and decision making, and Consumer Directing the UK. In India, the
Consumer Protection Act 1986 clearly differentiates a consumer as consuming a commodity
or service either for his personal domestic use or to earn his livelihood. Only consumers are
protected as per this act and any person, entity or organization purchasing a

29
commodity for commercial reasons are exempted from any benefits of this act.
Furthermore, Indian case law has

Customer satisfaction:-

Frequently used in marketing, is a measure of how products and services supplied by a

company meet or surpass customer expectation. . Customer satisfaction is defined as "the
number of customers, or percentage of total customers, whose reported experience with a
firm, its products, or its services (ratings) exceeds specified satisfaction goals.

Figure no 19:- customer satisfaction

It is seen as a key performance indicator within business and is part of the four of a Balanced
Scorecard. In a competitive marketplace where businesses compete for customers, customer
satisfaction is seen as a key differentiator and increasingly has become a key element of
business strategy. Within organizations, customer satisfaction ratings can have powerful
effects. They focus employees on the importance of fulfilling customers expectations.
Furthermore, when these ratings dip, they warn of problems that can affect sales and
profitability. These metrics quantify an important dynamic. When a brand has loyal
customers, it gains positive word-of-mouth marketing, which is both free and highly
effective. Therefore, it is essential for businesses to effectively manage customer
30
satisfaction. To beagle do this, firms need reliable and reprehensive measures of satisfaction.
In researching satisfaction, firms generally ask customers whether their product or service
has met or exceeded expectations. Thus, expectations are a key factor behind satisfaction.
When customers have high expectations and the reality falls short, they will be disappointed
and will likely rate their experience as less than satisfying. For this reason, luxury resort, for
example, might receive a lower satisfaction rating than a budget moteleven though its
facilities and service would be deemed superior in absolute
terms.

Consumer behavior:

Consumer is a broad label for any individuals or households that use goods and services
generated within the economy.The concept of a consumer occurs in different contexts, so
that the usage and significance of the term may vary.

In economics and marketing:

The "consumer" is the one who consumes the goods and services produced. As such,
consumers play a vital role in the economic system of a nation because in the absence of
the effective demand that emanates from them, the economy virtually collapses. Mahatma
Gandhi said a customer is the most important visitor in our premises. He is not dependent
on us, we are on him. He is not an interruption to our work; he is the purpose of it.
Typically when businesspeople and economists talk of consumers they are talking about
person as consumer, an aggregated commodity item with little individuality other than
that expressed in the buy/not-buy decision. However there is a trend in marketing
individualize the concept. Instead of generating broad demographic profiles and psycho-
graphic profiles of market segments, marketers have started to engage impersonalized
marketing, permission marketing, and mass customization. There is increasing backlash
from the public over use of the label "consumer" rather than "customer", with many
finding it offensive and derogatory.

In law and politics:

The law primarily uses the notion of "consumer" in relation to consumer protection laws,
and the definition of consumer is often restricted to living persons (i.e. not corporations
or businesses) and excludes commercial users. A typical legal rationale for protecting the

31
Chapter 8
Marketing strategies of Eureka Forbes

The marketing activities of product planning, price and distribution are performed mainly
within a business or between a business and member of its distribution channels. You
may have best product package and so on.

Promotion mix

Basically promotion is an attempt to influence and more specifically promotion is an element

in the organizations marketing mix that serves to inform, persuade and remind the market of
the product and the organization selling it, in hope of influence the consumers feeling,
beliefs or behavior. It may have fair price, but people will not buy your product, if they have
never heard of it, and they are simply unaware of its existence. The market must
communicate information in a persuasive language. People must know the right product is
available at the right place and at the right price is the job of promotion mix marketing. So it
is said that Nothing happens until somebody promote something.

Modern marketing calls for more than developing a good product, pricing it attractively and
marketing it accessible target customers. Company must also communicate their present and
potential customers, retailers, suppliers, other stock holder and general public. Every
company is inevitable the role of communicator and promoter. For companies the question
not whether communicate but rather what to say to whom to say and how often.

Definition:-

Promotion consists of those activities which are designed to bring a companys product
and services to the favorable or positive attain of potential or other customers.

Each tool of promotion mix is a vehicle of medium of communication in the field of

marketing management. The marketer is an artist creates the most favorable blend of
promotion elements of influence buyer behavior and the process of decision making in
purchase. Thus sales can be promoted through promotion campaign, there mainly four
important tools of promotion mix which are described as follows.

32
Advertising

Sales promotion

Personal selling

Publicity & Public relation

Advertising

The American marketing association defines advertising as Any paid form of non-personal
presentation and promotion of ideas, goods or services by an identified sponsor.

The important or key words on this on an advertisement, instead of communication with

customer face to face. Companies the advertise ordinarily uses a mass medium, television,
newspaper, a radio, hoarding etc. These messengers, when they appear; identify clearly who
has paid for them.

SALES PROMOTION:-

sales Promotion includes a wide variety of tools and sales promotion is a direct inducement
which offers an extra value and incentive for the product to the sales force, distributors or the
ultimate customer.

Sales promotion methods are useful means of stimulating a quick and immediate response
from customer coupons, music cassettes, free samples and free demonstration and just as few
examples of many forms that sales promotion may take.

PERSONAL SELLING:-

Personal selling involves a one to one relationship with a customer. It is the oral presentation
of tangible and intangible product by a seller to a prospect for the purpose of completing an
exchange. The benefit of personal selling is that it allows sales personnel to judge the
relationship of customer to their sales presentation and thus, gives us an

33
4. Publicity & Public relation:-

Publicity is formally defined as any form of non-paid advertisement and communication.

In general it increases consumer awareness of a company of its products particularly new

and innovative product and marketing practice. A company can also plan publicity to
derive its advantage.

Sales promotions:-

Sales promotion is an important instrument in marketing efforts today, sales promotion is

a necessity not merely a luxury or a fashion. It is not expenditure; it is an investment
which can pay rich dividends. It is an integral part of the marketing activities. Sales
promotion is one of the most loosely used terms in the marketing vocabulary. Sales
promotion consists of diverse collection of incentives tools, mostly short term designed to
stimulate quicker and greater purchase of particular products by consumers or the trade.
In other words, sales promotion consists of those activities that are intended to stimulate
customer demanded and improve the marketing performance of seller. In short, whereas
advertising offers reasons to buy sales promotion offers incentives to buy.

Sales promotion includes tools for consumer promotion [E.g. samples, coupons, cash
refunds offer, price off, premium rewards, free trials, warranties, demonstration contest
etc. Trade promotion [e.g., Buying allowance, free goods, merchandise] and sales force
promotion [e.g. bonus, contest, sales relies]. In short, sales promotion is a bridge or
connecting link between advertising and personal selling. Each tool of promotion mix is a
vehicle of medium of communication in the field of marketing management. The
marketer is an artist creates the most favorable blend of promotion elements of influence
buyer behavior and the process of decision making in purchase. Thus sales can be
promoted through promotion campaign, there mainly four important tools of promotion
mix which are described as follows

34
PROMOTION TOOLS:-

WARRANTY:-

Product warranty is important promotional tool, especially as consumers become more

quality sensitive. Vacuum cleaner [Euro clean XL] are warranted against defects arising from
factory design, workmanship and materials for a period of 24 moths form the date of invoice
as well as aqua guard water purifier are also warranted for a period of 12 months from the
date of invoice. Both above products are warranted subject to following condition.

CONDITION:-

The customer will notify the company promptly of any defect noticed opportunity to
inspect, test and remedy then for which the customer deposited the goods, if necessary
with the customer deposit the goods if necessary with the companys office/service center
with invoice in the city where are sold.

which occur under condition of normal operation, and under proper use. It excludes
defects occurring because of abuse, faculty care or maintenance, repair alteration to
goods or parts by other use on electrical supply for which the goods are not designed or
to damage caused by lighting or other electrical are not covered by this warranty.

Components subjects to wear such as carbon, brushed and accessories are not covered by
this warranty. The customer will have not claim under this warranty in respect of any
35
AFTER SALES SERVICES:-

In EUREKA FORBES LIMITED, the customer may be offered a service contact with the
company on the expiry of the warranty of the goods brought to its service center by the
customers.

FREE TRIAL:-

In EUREKA FORBES LIMITED, free trial consists of inviting prospective purchases to

try the product without any type of payment and after trying it if purchase is satisfied they
can purchase the product. Prospective buyers are invited through personal letters.

DEMONSTRATION:-

In EUREKA FORBES LIMITED, there is door to door selling called direct selling.
Salesman goes to prospective customers house and gives the complete knowledge about
the product. i.e. Type of products, different types of accessories used in the product, its
superiority in operation and different types of uses. He gives them live demonstration if
prospective customers ring up. Then they also go to their office also. Demonstration is
one of the important tool for EUREKA FORBES LIMITED and they increase their sales
from the demonstration.

PREMIUM:- Premium or gifts are merchandise offers at a relatively low cost or free as
an incentive to purchase.

Eureka Forbes: The Brand

The Brand corporate social responsibility to be successful in this competitive business world,
balance sheets and growth rates are no more the only parameters to be considered upon. Days
have changed when Customers brought money and bought products. Of course, provided the
amount of online facilities available, purchase can be made at any time through any mode.
But that is not the crux of this discussion. This is the age where people have started seeing
companies and organizations with a much broader vision. The service

36
they provide to the society and humanity has become a vital factor of the companys brand
image. In a word, it is the popular word CORPORATE SOCIAL RESPONSIBILTY.

Eureka Forbes has been instrumental in performing various social activities which has
embedded a good image of it in the customers hearts. A few of the many CSR activities are
as follows:

Opening of Nana Nain parks for Aged persons

Cleanliness & Hygiene campaigns launched in association with reputed NGOs

Facilitates Pollution watch information

Safe drinking water to Earth Quake victims in Buhl

Aids to Cyclone victims in Andhra Pradesh

Hosts various religious festivals It does not matter in to what activity they are catering in to;
ultimately they have created good will and an image of trust in the mind & hearts of the
customers

Strategies adopted that have made eureka Forbes a popular brand name

1. Direct Marketing

EFL was the first to introduce water purifiers and vacuum systems into the Indian homes. As
these products were unknown to the Indian market, therefore advertising campaigns were
impossible. Hence EFL chose the less traveled direct selling route. Direct method Isa method
that aims at establishing a direct connection with the potential customers and cultivates a
lasting relationship. EFL was the first company to venture into the same and now is Asias
largest direct selling organization.

2. Advertisement Campaigns

Many companies, while selling a new product in the market find that sales cannot be
sustained without constant advertising. Sales charts always show a meteoric rise post-
advertising burst. Eureka Forbes often runs advertisements on different channels over theyear
to sustain the

brand awareness

and ensure that the consumers are exposed to the brand.

37
3. Dedicated Service Help-line

Eureka Forbes has over 1000 service centers in all major cities in India with more
than5000 trained service technicians. Theirs is the largest After Sales net work in India.
Yes, we have a dedicated 24 hours single number access help line in 8 major cities.

Clear drinking water is a huge problem in India. The water that comes through the tap is
often salty, and is riddled with bacteria.

4. Marketing Mix

1. Product

a) Easily available nationwide. B) Easy to handle.

c) Multiple products launched for each product type.

2. Price

a) Product price range divided into four segments to target different audiences. B) Low
cost of maintenance and consumable.

c) Best prices offered when compared to other competitors.

3. PROMOTION

Active subscription immediately.

Right time installation of products.

Properly repair services against paid AMCs.

Service during contract period.

4. PLACE

Urban educated India that cares for their family.

Areas prone to diseases.

Strategically chosen locations for catching the eye of potential consumers.

Swot analysis of the company

A SWOT analysis (alternatively SWOT matrix) is a structured planning method used to

evaluate the strengths, weaknesses, opportunities and threats involved in a project or in a
business venture. A SWOT analysis can be carried out for a product, place, industry or
person. It involves specifying the objective of the business venture or project and
identifying the internal and external factors that are favorable and unfavorable to
achieveX

38
that objective. Some authors credit SWOT to Albert Humphrey, who led a convention at the
Stanford Research Institute (now SRI International) in the 1960s and 1970s using data from
Fortune 500 companies. However, Humphrey himself does not claim the creation of SWOT, and
the origins remain obscure. The degree to which the internal environment of the firm matches
with the external environment is expressed by the concept of strategic fit.X

Strength
Weakness
1.Brand image of aquagauard
1. Service network in suburbs
2. Benchmark for direct sale strategies, Asia
2. Catering to unlimited customer after
largest direct sale company.
sale service
3.strong dealer sale network
3. Falling short to survey Hugh customer
4. Certification of aqua guard from Indian
base
medical association.

5.6 world class quality products

Opportunities
Threat
1. In semi mentors or direct in rural market
1.General awareness in customer
area.
2. competitor
2. By providing very strong service in
3. sometime source of water
metros, then there will be no space for the
4.government policies
competitors.
5. Sometime dealer or retailer dont complete
3. At international level
their responsibilities.
4. an institutional level

One way of utilizing SWOT is matching and converting. Matching is used to find
competitive advantage by matching the strengths to opportunities. Converting is to apply
conversion strategies to convert weaknesses or threats into strengths or opportunities. An
example of conversion strategy is to find new markets. If the threats or weaknesses cannot be
converted, a company should try to minimize or avoid themX

39
CHAPTER 9

Suggestions for Eureka Forbes in future

Contact builders before the completion of project so that contracts can be made in
advance regarding the installation of water purifier in the society.

In free service camps, customers should be informed about the new and better technology
being offered by the company in the products of other product lines as well.

The UV water purifier and RO water purifier should be targeted in different areas
according to the T.D.S. of water.

IMA endorsement and ISI certification (product strength) should be highlighted.

Emails should be sent to the existing customers asking for referrals. If the sales
materialize give they free service.

Distribute discount coupons and free service coupons through newspaper.

Install water purifier at Temples, mosque etc. That will help in creating a good brand
image.

Send mails to existing customers about the new products or special offers.

Present customers who are intending to buy products of some other product line of the
company be given an extended free service for the current product.

Free trial of newly launched products be provided during free service camps.
40
REFERENCES

For getting the information regarding various aspect of promotion mix in theoretical concept
as well as practical aspect, I have taken the reference of certain books which are as follows

Books:-

1.https://books.google.co.in/books?id=5GigjssNBBwC&printsec=frontcover&dq=MAR

KETING+MANAGEMENT+by+PHILIP+KOTLER,+KEVIN+LANE+KELLER,+ABR

AHAM+KOSHY,+MITHILESHWAR+JHA,+PEARSON,+14th+Edition,+(2013)&hl=e

n&sa=X&ved=0CC4Q6AEwA2oVChMIn53xvvDxwIVk1qOCh26qwPN#v=onepage&q

&f=false

2. Marketing management by Philip Kotler, Kevin lane Keller, Abraham

Koshy, mithileshwar jha, Pearson, 14th Edition, (2013)/chapter 4/topic name/designing

value

https://books.google.co.in/books?id=YVwyCgAAQBAJ&pg=PA598&dq=research+pape

r+on+eureka+forbes&hl=en&sa=X&ved=0CE0Q6AEwBWoVChMI8ennhoGExwIVkX

COCh1BJA10#v=onepage&q=research%20paper%20on%20eureka%20forbes&f=false

Internet sites used:-

http://www.eurekaforbes.com/Product

http://eurovigil.in/householdl-security-4d.html

https://www.scribd.com/doc/29017131/Eureka-Forbes-Project-Report-1
41