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SUMMER INTERNSHIP REPORT

EUREKA FORBES LTD

ACCESS WATER PURIFIERS ON 4p’s OF MARKETING

BY

GIRISH CHATTERJEE
IIPM (PGP 08-10 SS)

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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. Shashank Srivastav (Marketing Head for Eureka Forbes Ltd) for
assistance, motivation, and being a continual source of encouragement for me.

I am thankful to my project guide Mr. Ayashkanta Jena for his timely guidance,
cooperation and encouragement.

I also express my gratitude towards my parents and sincere thanks to my friends,


well wishers for their encouragement and kind co-operation to complete this report.

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DECLARATION

I, Girish Tushar Chatterjee, a student of MBA (2008-10) studying at IIPM(Indian


Institute of Planning & Management), Khar(w) Mumbai, solemnly declare that the
project work titled- ‘Access water purifiers on 4P’s of Marketing ’ was carried out
by me at Eureka Forbes Ltd; Mumbai, in partial fulfillment of the MBA programme.

This programme was undertaken as a part of academic curriculum according to the


University rules and norms and by no commercial interest and motives.

Girish Chatterjee

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TABLE OF CONTENTS

SR. NO. PARTICULARS PAGE NO.

1 PREFATORY ITEMS 1-4

1.1 Acknowledgement 2

1.2 Declaration 3

Table of Content 4

2 INTRODUCTION TO MARKET RESEARCH 5-6

2.1 Introduction 5

2.2 Key Players in the market 6

2.3 Scope of Market Research 6

3 INTRODUCTION TO THE COMPANY 7-11

3.1 Company Profile 7-9

3.2 Vision & Mission & Logo 10-11

4 OBJECTIVE OF THE PROJECT 12-15

4.1 Products of EFL 14-15

5 RESEARCH & ANALYSIS 16-33

5.1 Comparative Analysis 16-17

5.2 Sample Questionnaire 18,19

5.3 Graphs & Pie-charts 20-33

6 FINDINGS OF THE PROJECT 32-33

7 RECOMMENDATIONS 32

8 BIBLOGRAPHY 33

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Market Research

Introduction:

Usually it is said that if marketing would be a train, then market research would be
the locomotive. In other words, market research should ideally be the starting point
of any marketing exercise. Conducting any marketing exercise - be it related to
pricing, promotion or distribution of a product or service, without researching the
potential market is as sensible as setting out to sell sand in the Sahara Desert.

Market research provides the answers to all the questions that generally occupy the
minds of marketers, at every stage of the marketing process.

Growth Trends in Market Research

India , fastest growing market research industry in the world, with growth rates at
around 31 % (2006-07) . China is a distant second growing at 20 %. The size of the
industry if of 595 crore, but the industry is growing rapidly with a lot of business
coming from overseas.The business coming from overseas from overseas involves lot
of outsourcibg as cost advantages are enormous. The processing of data is almost
50% cheaper in India.The processing of data is almost 50% cheaper r in India than in
developed countries. The outsourcing business amounts to almost for the 8 %
industry and this figure is doubling in value every year.

Key Players in Market Research

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Dun Bradstreet

Information Resource Incorporation

NPD Group Information

A .C. Nielsen India Pvt. Ltd.

Maritz Research

NFO Research Incorporation

ICMR (Indian Council of Market Research)

IMRB (Indian Market Research Bureau)

Scope of Market Research

Many people think that marketing research is just a consumer survey,asking


consumers about certain product or services.Though consumer research is an
intregral part of marketing research, the latteris quite a pervasive activity,covering
the various types of marketing problems that confront the marketing manager.There
are various discussion confined to the market research which are as follows.

 Product Research

 Sales Research

 Customer Research

 Pricing Research

 Advertising Research

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COMPANY PROFILE

Eureka Forbes is Rs 10 billion multi-product multi-channel corporation which is a


part for shaporji pallonji group and employes over 7000 employees. It has evolved as
a leader in domestic and industrial water purification systems,vacuum cleaners, air
purifiers and security solutions .

Eureka Forbes were the first to introduce domestic [water purifiers] – the
''Aquaguard'' - model - as well as [vacuum cleaners] to India in the 1980s. In order to
introduce these previously unknown products to a society in which nationwide
commercial campaigns were an impopssibility, the company had to pioneer another
innovation - direct selling. The corps of suit-clad Eureka Forbes salesmen were the
first such in the country and were a tremendous success. They are now Asia's largest
direct selling organisation 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 now become a synonym for water purifier in India, like
''Xerox'' for [photocopying].

"The promise was clear: To create a company that wouldn't be about bricks, mortar or
sales graphs, but driven by something far more potent. Something that would stand the
test of time: relationships."

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. 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 'Eurochamps,' 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. Eurochamps initially targeted the metros but soon began visiting
smaller cities and towns also Commenting on the decision to diversify into bottled
water, company sources said that it was only to strengthen the core products by
capitalizing on their brand image. Goklaney said, "In the water category, I will
conduct activities which strengthen my core products. How I do that and what I do is
a matter of strategy." According to company sources, Eureka Forbes not only had the
financial strength, but also a strong network of sales executives to push its new
products into the market. The company's decision to enter the retail business was
primarily the result of its launch of 'Tornado' vacuum cleaners and 'Aquaflo' water
purifiers in 1995. Eureka Forbes had utilized the retail route for this range, mainly to
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cater to the industrial segment. Over the years, the retail business assumed greater
significance and by 1999, around 5% of the company's sales came from the 2500-
strong dealer network.

In 1999, Eureka Forbes Ltd. (Eureka Forbes), the leading vacuum cleaner and
water/air purifier equipment company, announced a major policy change that came
as a surprise to the Indian corporate world. The company, regarded as the pioneer of
direct marketing in India, was planning to focus more on the retailing business in the
future. Commenting on this decision, S Goklaney, Managing Director, Eureka Forbes,
said, "Direct sales permits us to exploit only the top end of the market." This move
was in accordance with the company's plans to increase the visibility of its products.
The company planned to make its products available in retail outlets through its
dealer network, spread across 2,600 dealers.

Eureka Forbes – “Friend For Life”

Customers have always been the centre of business for EFL,they strive to be in close
and constant touch with there customers listening to them and understanding there
needs. Eureka Forbes have also taken initiative to educate there customers to change
there perceptions and practises.According to the EFL officials “ A sale is only the
beginning of the relationship”,however company makes special efforts to let the
bonds of freindship endure through there service. Everyone at EFL strives hard to
make a customer there “friend for life” . Eureka Forbes have rechristened there
offices to CRS Customer Response centresmaking them the hub of all customer
centric efforts. A significant part of there revenuescomes from relationship marketing
including service contracts,spares and accessories sales,product upgradation and
new references. As more channels to reach out to customers were introduced,
organisation was restructured to harmonize these multiple avenues of interaction
and present a single face to the customer - any customer is everyone's customer
under this process of 'Convergence'.

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Aquacheck – An Initiative by Eureka Forbes

Aquacheck is one of the initiative taken by Eureka Forbes to educate people about
safe and pure dinking water.

• At Aquachek, customers of any brand of water purifier can get their water
checked for the bacteria and other water contents for a nominal fee.

• Service available in Ahmedabad, Bangalore, Bhimtal, Chandigarh, Chennai,


Cochin, Delhi, Guwahati, Hyderabad, Indore, Kolkata, Lucknow, Meghalaya
and Mumbai.

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LIST OF PRODUCTS OFFERED BY EUREKA FORBES:

Water Purifiers

Air Purifiers

Security Solutions :

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Vacuum Cleaners:

Water Purifiers

Eureka Forbes ltd

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Electric Water purifier Non-electric water purifier

Power Boil

1. Aqua flow Sure Boil

2. Deluxe (5 stage filtration)

3. Designer

4. Platinum

5. Ivory

Aqua sure Crystal UV : The sleek new Crystal is a


multistage compact water purifier with Power Boil.

Features :

The 3 components, sediment filter, Activated carbon


block and UV chamber ensure pure, safe drinking water
In built voltage stabilizer with special indicator
Auto power shut off to save unnecessary power
consumption
Activated Carbon Block and UV Chamber ensure pure
and safe drinking water
Electronic flush to drain stagnant water
Electronic Monitoring System to ensure only pure and safe water
Convenient water filling tray
Water outflow 2 ltr/min.

AQUASURE AQUAFLOW UV

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FEATURES:

 On-line water filter-cum-purification system.

 Removes odour, organic impurities and traces of chlorine.

 Deactivates all bacteria and virus in the UV chamber.

 Water outflow 1 ltr/min.

 With PowerBoil Technology.

AQUASURE DESIGNA

AquaSure DESIGNA UV

The Aquasure Designa is an elegantly designed


multistage UV water purifier with PowerBoil.

Features

On-line water filter-cum-purification system

Can be placed on a counter or mounted on a wall

Has an Electronic Monitoring System and a dual


filter to remove odour and impurities

World proven UV technology that deactivates all bacteria and virus

Water outflow 2 ltr/min

Bottle holding tray

With PowerBoil Technology

COMPARATIVE ANALYSIS
HINDUSTAN UNILEVER LTD
BRAND NAME EUREKA FORBES LTD (HUL)

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IMAGE
MODEL AQUASURE PURE-IT
PRICE Rs 2990/- Rs 2000/-
MACHINE FEATURES

Type of Water Purifier

Storage Storage
Storage Capacity (Litres) 13 ltrs 18 ltrs
METHODS OF PURIFICATION
Purification Stages 4 4

Pre-Filter Purification

Yes Yes
Silver-Impregnated Activated Carbon Yes Yes
Candle-Filter Purification No No
Ultra-Violet Purification No No
Reverse Osmosis No No
Active Disinfectant / Special Germkill Processor and Unique
Other Methods Carbon Polisher
MAKE AND PHYSICAL FEATURES
Material of Body ABS Plastic Foodgrade ABS Plastic
Colours Available White-Blue Royal Blue - Burgandy
POWER REQUIREMENT
Power Required N-A N-A
Power Consumption (Overall) (Watts) N-A N-A
Power Consumption (UV Lamp) (Watts N-A N-A
DIMENSIONS
Width (mm) 302 290
Depth (mm) 302 260
Height (mm) 540 610
Weight (Kgs) 3.2 6.1
AFTER SALES SERVICE /
Warranty Period (Years) 1Yr Lifetime
Help line no 39883333 9223600600
Turnaround Time 24-48 hrs 24 hrs flat
Charges If out of warranty No charges

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MARKET RESEARCH QUESTIONARE

OBJECTIVE: To do a in-depth survey of water purifiers available in the market and to arm
you with the information with which you can select the best water purifier device suitable for
your home.

1. Do you use any kind of water purifier at home?

o Yes

o No

2. If yes, which purifier do you use?

o Aquaguard or Aquasure

o Pureit

o Kent water purifier

o Philips

o Whirlpool pura fresh

3. Does your water purifier give as safe as boiled water?

o Yes

o No

o Don’t Know

4. Does the water purifier ensure that water is not wasted while purifying?

o Yes

o No

o Don’t know

5. Does it remove pesticide impurities from drinking water?

o Yes

o No

o Don’t know

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6. Does your water purifier consume more electricity?

o Less than 25 watts

o More than 25 watts

o Don’t know

7. How frequently do you need to change the candle in your purifier ?

o Once every year

o Twice every year

o More than mentioned

8. Does your purifier provides facility to drain out stagnant water?

o Yes

o No

o Cant say

9. Does the water after purification taste good, is odourless, and looks clear?

o Yes

o No

o Don’t know

10. What technique does your water purifier uses?

o Ultra violet (UV)

o Reverse Osmosis (RO)

o E-boiling

11. What price do you think is appropriate for a water purifier?

-----------------------------------------------------------------------------------------------

12. Is your water purifier backed by dependable after sales service?

o Yes

o No

o Exceptional

13. Does your water purifier comes with warranty if yes how much?

o One Year

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o Three Year

o More than above

14. Have you recently come across any kind of marketing activities for purifiers?

o Road shows

o Visual Merchandising

o Others

15. Where do you prefer to buy a water purifier from?

o Retail Outlets

o Franchisee dealers

o Demo at your doorstep

16. While buying any water purifier what comes to your mind first?

o Price

o Health & Safety

o Both

17. Have you recently come across any ad campaigns for water purifiers, if yes which one and what
did you really liked in the ad?

_____________________________________________________________________________________

Name : Age : Sex:M/F

Address: Occupation:

Contact No (R):

(O):

(Mob):

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SURVEY DONE ON SAMPLE SIZE OF 50 PEOPLE

Do you use any kind of water purifier at home?

o Yes

o No

Numberof people usingwater purifier


yes no

0%
0%

40%

60%

If yes, which purifier do you use?

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o Aquaguard or Aquasure

o Pureit

o Kent water purifier

o Philips

o Whirlpool pura fresh

12

10

0
aquaguard Pureit Kent Philips

Does your water purifier consume more electricity?

o Less than 25 watts

o More than 25 watts

o Don’t know

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How frequently do you need to change the candle in your purifier ?

o 3 mnths

o 6mnths

o Once in a year

o More than a year

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20

18

16

14

12

10 Pure-It
8 Aquasure

0
3Months 6 Months Once in Year More than year

Comment on the price of your water purifier?

• Affordable

• High

• Should be Revised

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18. Is your water purifier backed by dependable after sales service?

o Yes

o No

o Exceptional

Have you recently come across any kind of marketing activities for purifiers?

o Road shows

o Visual Merchandising

o Others

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Where do you prefer to buy a water purifier from?

o Retail Outlets

o Franchisee dealers

o Demo at your doorstep

PrefferedPlacesto buy
8
7
6
5
4
Preffered Placesto buy
3
2
1
0
COCO Stores Retails Outlets Direct Marketing Franchisee

While buying any water purifier what comes to your mind first?

o Price

o Health & Safety

o Both

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BuyingPreference

All of the
above
15%

Price
10%

Health
75%

EUREKA FORBES PRODUCT CSAT SURVEY QUESTIONARE

Consumer Perceptual Mapping

Name:- _________________________

Address: _________________________

_________________________

Q1. Do you own any EFL product? (If yes, Which Product)

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Q2. Have you heard about Aquasure & Forbes brands?

Q3. Where you did heard about the product?

( ) TV commercial

( ) Newspaper print ads

( ) In shop branding

( ) Friend’s references

( ) Walk in shop

Q4. Criteria considered for Purchase?

( ) Price

( ) Technology

( ) Aesthetics

( ) Brand name

Q5. How often do you use the product?

( ) Daily

( ) 3 times a week

( ) Once a week

( ) One a month

Q6.Overall how satisfied are you with the product?

( ) Very satisfied

( ) Somewhat satisfied

( ) Unsatisfied.

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Q7. How will you rate our product Compared to other products of (Philips, Kent, Pure
it, LG)?

( ) Much better

( ) Better

( ) Same

( ) Worst.

Q8. Will you recommend the product?

( ) Yes ( ) NO

Q9. How satisfied are you with customer service received?

( ) Very Satisfied

( ) Satisfied

( ) Neutral

( ) Dis satisfied

( ) Very dissatisfied.

Q10. Would you like to be update by EFL for ?

( ) New Product

( ) Health, Hygiene & Safety Periodicals

Q11. Suggestions on

( ) Product Design

( ) Technology

( ) Service

( ) Pricing.

SURVEY DONE ON SAMPLE SIZE OF 50 PEOPLE

Only the results neccesary for the survey are tabulated

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Do you own any EFL product? (If yes, Which Product)

EFLProduct

Yes
45%
NO
55%

Where you did heard about the product?

( ) TV commercial

( ) Newspaper print ads

( ) In shop branding

( ) Friend’s references

Preference
9

4 Preference

0
TV Commercial Newspapaper print Ad FriendsReference Inshop branding

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Criteria considered for Purchase?

( ) Price

( ) Technology

( ) Aesthetics

( ) Brand name

Whatis Important?
8

4
What is Important ?
3

0
Price Technology Aesthetics Brand Name

How satisfied are you with customer service received?

( ) Very Satisfied

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( ) Satisfied

( ) Neutral

( ) Dis satisfied

( ) Very dissatisfied.

CustomerService

20%
25%

Satisfied
VerySatisfied

15% Neutral
Dissatisfied

40%

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FINDINGS & RECOMMENDATIONS FROM THE PROJECT

As per the survey done following were the findings and recommendations of the
survey:

 Price structure should be revised

 Customer service is something which company should pay more attention at.

 All models not available for display in retail outlets and also brouchores should
be made available.

 Sales person at the retails counters should have proper knowledge about the
product.

 Should focus more on brand awareness.

 Technological & other aspects should be re considered and re-christened

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BIBLIOGRAPHY

www.eurekaforbes.com
www.customercomplaint.in
www.golakindia.com
www.icmrindia.org
www.compareindia.com
www.pureit.in

Books Referred
Marketing Research by GC Beri
Thesis on water purifiers from IIPM

THANK YOU

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