Eureka Forbes Group 3


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Eureka Forbes Group 3

  1. 1. <ul><li>Presented By : </li></ul><ul><li>Group-3 </li></ul>
  2. 3. Shapoorji Pallonji Group Formed n 1982 131Cities &398 towns in India. Employees over 7000 Touched 1.25 million Indian homes and adding 1,500 customers daily. Water Purification Systems, Vacuum Cleaners, Air Purifiers & Security Solutions. Eureka Forbes enjoys 70 % market share in the country and northern region including, Punjab, Haryana, Himachal Pradesh and Uttaranchal, contribute 20% to the total revenue. Growth in sales volume - 18%
  3. 4. <ul><li>It can be resolved only through considerable human </li></ul><ul><li>interactions thus they employed the concept of personal selling . </li></ul>
  4. 5. <ul><li>Advantageous in promoting and selling high cost , complex items. </li></ul><ul><li>Operates more effectively when customers are on the verge of making a final decision and committing themselves. </li></ul>
  5. 6. <ul><li>Followed globally tried and tested direct selling strategy. </li></ul><ul><li>Created awareness before it sold Eureka as a brand. </li></ul><ul><li>Sales personnel were highly motivated and targeted right people. </li></ul><ul><li>Continuous innovations to the basic product. </li></ul>
  6. 7. <ul><li>ADVERTISING </li></ul><ul><li>Mass </li></ul><ul><li>Competitive Attention </li></ul><ul><li>Breadth </li></ul><ul><li>Remember </li></ul><ul><li>Impression </li></ul><ul><li>Spend for Everyone </li></ul><ul><li>DIRECT MARKETING </li></ul><ul><li>Targeted </li></ul><ul><li>Selective Attention </li></ul><ul><li>Depth </li></ul><ul><li>Respond </li></ul><ul><li>Decision </li></ul><ul><li>Spend for Targets </li></ul>
  7. 8. <ul><ul><li>KEY FEATURES - A 10,000 strong dealer sales network </li></ul></ul><ul><ul><li>A 58 distributor strong Institutional </li></ul></ul><ul><ul><li>Sales Network </li></ul></ul><ul><li>Eureka Forbes has set up alternative and new retail channels to increase the penetration of water purification devices. </li></ul><ul><li>The purpose is to target 60 million households in urban and rural residential areas. </li></ul><ul><li>Motive is to try and expand the physical reach of products for which market penetration is just 9%. </li></ul>
  8. 10. <ul><li>Under normal circumstances the whole cycle takes 15 days precisely. </li></ul><ul><li>If product is not available at any stage, the manufacturing unit is directly notified. </li></ul><ul><li>Usual delivery time provided by eurochamps is next business day. </li></ul><ul><li>CCD person doesn’t provide turn around time. </li></ul>
  9. 11. <ul><li>Two types of Sales Representative </li></ul><ul><li>CCD - Corporate Care </li></ul><ul><li>Leads are provided by superior, no cold calling, handle business to business clients. </li></ul><ul><li>THE EURO CHAMPS </li></ul><ul><li>They are the only interface between organization and the customers. </li></ul><ul><li>The revenues of EFL directly depends on Eurochamp’s attitude, skill and motivation. </li></ul>
  10. 12. Euro Champ
  11. 13. Personal Selling Process adopted by Eureka Forbes Prospecting Preparation and planning Initiating contact Sales presentation Handling Objections Negotiations Closing the sales Follow up and account management
  12. 14. Prospecting <ul><li>Identify and qualify prospects. </li></ul><ul><li>Companies qualify the leads by contacting them by mail or phone to assess their level of interest and financial capacity. </li></ul><ul><li>‘ Hot’ prospects are turned over to the field sales force. </li></ul><ul><li>Warm prospects to telemarketing units. </li></ul><ul><li>It takes about 4 calls on a prospect to accomplish a business transaction. </li></ul>
  13. 15. Preparation and planning <ul><li>Eurochamp needs to learn as much as possible about the prospect . </li></ul><ul><li>He should set call objectives: to qualify the prospect, gather information, make an immediate sale. </li></ul>
  14. 16. Initiating Contact <ul><li>Eurochamp makes a phone call to the prospect to get an appointment for demonstration. </li></ul>
  15. 17. Sales Presentation <ul><li>Sales person tells the product “story” to the buyer, using features, advantages, benefits and value approach. </li></ul>
  16. 18. Handling Objections <ul><li>Customers pose </li></ul><ul><li>* Psychological resistance. </li></ul><ul><li>* Logical Resistance. </li></ul><ul><li>To handle such objections sales person maintains a positive approach. </li></ul>
  17. 19. Negotiation <ul><li>Eurochamp need to negotiate on issues regarding price, contract completion time, Quality of goods and services offered and product safety. </li></ul>
  18. 20. Closing the sales <ul><li>Closing signs from the buyer includes physical action, Statements or comments and questions. </li></ul><ul><li>Eurochamp provides buyer with minor choices such as colour or size, or indicate what the buyer will lose by not placing the order now. </li></ul>
  19. 22. Products <ul><li>Water Purifiers </li></ul><ul><li>Vacuum Cleaners </li></ul><ul><li>Air Purifiers </li></ul>
  20. 23. <ul><li>Security Solutions </li></ul><ul><li>Industrial Solutions </li></ul>
  21. 24. Price <ul><li>Water Purifiers: Rs. 9,590 onwards </li></ul><ul><li>Vacuum Cleaners: Rs. 7,990 onwards </li></ul><ul><li>Air Purifiers: Rs: 6,400 onwards. </li></ul>
  22. 25. Place <ul><li>Pioneers in Direct selling - Asia's Largest Direct Sales Organisation </li></ul><ul><ul><li>Operations in over 131 cities & 398 towns across India. </li></ul></ul><ul><ul><li>7,000 strong Direct Sales Force touches 1.50 million Indian homes, adding 1,500 customers daily </li></ul></ul><ul><li>Expanded channels that reach out to customers to include </li></ul><ul><ul><li>A 10,000 strong dealer sales network </li></ul></ul><ul><ul><li>A 58 distributor strong Institutional Sales Network </li></ul></ul><ul><li>A strong service network that backs up sales efforts </li></ul><ul><ul><li>4500 company trained technicians who make 20,000 kitchen visits daily </li></ul></ul><ul><ul><li>Supported by Call Centres, Customer Care Representatives & Mobile Service Vans </li></ul></ul>
  23. 26. Promotion <ul><li>Website </li></ul>
  24. 27. <ul><li>Advertisements (TV, Print and Radio) </li></ul><ul><li>Free Demonstration at door steps . </li></ul>
  25. 28. Sales Operations Of EFL <ul><li>INVENTORY MANAGEMENT-FABV Analysis </li></ul><ul><li>EFFICIENT TRAINING </li></ul><ul><li>FRIENDLY WORKING ENVIRONMENT </li></ul><ul><li>COMPETITOR ANALYSIS-SWOT </li></ul><ul><li>360 Degree Marketing Strategy. </li></ul>
  26. 29. CUSTOMER FOCUS <ul><li>CRM </li></ul><ul><li>CVM </li></ul><ul><li>Customer satisfaction and loyalty </li></ul><ul><li>CLV </li></ul>
  27. 30. Sales Budget and Forecast Quantitative Method: BY Moving Average method Sales forecast= actual sales for past 3 or 6 year/ No. of. year(3 or 6) Year Sales (Rs) 3 year 6 year 2000 322 2001 353 2002 394 2003 244 356 2004 361 330 2005 307 246 2006 419 297 327 2007 503 362 343 2008 588 410 368 2009 425 503 400 2010 505 434
  28. 31. Exponential Method <ul><li>This method is closely related to moving average method. </li></ul><ul><li>Sales forecast for next year= (L) (actual sales of this year) + (1-L) </li></ul><ul><li>(this year’s sales forecast) </li></ul><ul><li>L=smoothing constant (or) probability weighing factor </li></ul><ul><li>Therefore, </li></ul><ul><li>Sales forecast for 2010= 0.2* 425+(1-0.2)*505 </li></ul><ul><li>= Rs.489 </li></ul>Assuming L = 0.2
  29. 32. Assumption that what happened in the immediate past will continue to happen in the immediate future. As we saw that different sales forecasting method giving different answer. Sales forecast for 2010= actual sales*actual sales of this year/Actual sales of last = 425*425/ 588 = Rs.307
  30. 33. <ul><li>Suggestion: </li></ul><ul><li>We would like to suggest that company should use the Regression method to predict the sales forecast in Quantitative method . </li></ul><ul><li>Which would help in forecasting accurate sales. </li></ul>Sales forecast: Year Sales Expenditure 2000 322 291 2001 353 342 2002 394 370 2003 244 261 2004 361 360 2005 307 303 2006 419 408 2007 503 481 2008 588 562 2009 425 389 2010 501 477
  31. 35. Sales Quota :Top –Down Approach <ul><li>Cities + Towns </li></ul><ul><li>Area (Based On Population) </li></ul><ul><li>Target. </li></ul>
  32. 36. Plans & Suggestion <ul><li>Improving retail channels to increase the penetration of water purification devices. </li></ul><ul><li>Its retail division is now extending its products to chemists, CSDs (Canteen Stores Department) and general merchandise stores to reach out to households which do not use water purification devices. </li></ul><ul><li>Improved Training Process. </li></ul><ul><li>Increase the Product Line. </li></ul><ul><li>Can adopt Chain - Marketing. </li></ul>