prestige institute of management and research

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PRESTIGE INSTITUTE OF MANAGEMENT AND
RESEARCH, INDORE
SUMMER TRAINING PROJECT REPORT ON
“DIRECT MAKETING OF DR. AQUAGUARD :-
EUREKA FORBES”
SESSION 2016-18
GUIDED BY: - SUBMITED BY:-
DR. DEEPAK JAROLIYA ATUL SINGH
MBA FT- “G”
SCHOLAR NO.
1121209702

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CERTIFICATE
This is to certify that Mr. Atul Singh of MBA IIIrd Sem from Prestige Institute of Management
and Research, Indore has completed their summer internship project under my guidance and his
report has been found to be complete in nature. As per my knowledge his work is genuine and
authentic.
I wish him all the success in future endeavors.
Dr. Deepak Jaroliya
(Faculty Guide)
Date :-

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PREFACE
As an integral part as curriculum all M.BA a participant are required to undergo practical
summer training in any industry for 6 to 8 week’s period. The main objective of this training is to
supplement theoretical knowledge with exposure to practical operator of an organization or
industry. Candidate tale much help from this training when he get the job after completed the
curriculum in this training candidate get the better opportunity to in meet the Retailer conjurer,
whale sellers dealer by which candidates gain more and more information about the market. By
this practical Experience candidate confident level is improved. Consequently we can say this
training provide better understanding of all functional areas of management skills.

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ACKNOWLEDGEMENT
I would like to convey my sincere gratefulness to all those who gave me the opportunity to
complete this project. I acknowledge the huge importance of this report and especially of this
project undertaken .At the outset we would take the opportunity to express our sincere thanks to
Dr. Yogeshwari Phatak, Director, Prestige Institute of Management and Research, Indore,
for providing us the opportunity to undertake and accomplish this report work. I am highly
obliged to Dr. Deepak Jaroliya for his untiring help, valuable guidance and kind supervision
which were the main stream to bring this work in present shape.
I wish to thank him for her constant guidance and support in this successful completion of this
report work. I shall be failing in my duty if i do not express my sincere gratitude to my family
and friends for their moral support and encouragement throughout the study. Without the co-
operation of the above personnel, it would not have been possible for me to understand the
dynamics of the report work. Their help and support can be defined as an inspiration and morale
booster that guided me all along the course of our report.
Atul Singh

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DECLARATION
I, ATUL SINGH student of Prestige Institute of Management and Research, Indore hereby
declare that the work done by me to do the project report entitled “DIRECT MARKETING OF
DR. AQUAGUARD ” is authenticate as per my knowledge and work outcome of study done by
me. This report is done under the guidance of Dr. DEEPAK JAROLIYA, and this summer
internship project work is submitted in the partial fulfillment of the requirement for the award of
the degree of Master of Business Administration (Core) Full Time. The work of summer
internship report is official and authentic.
ATUL SINGH

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TABLE OF CONTENT
No. Name of Title Page No.
1 Introduction & History of Eureka Forbes 8-11
2 Objective, Mission & Vision 12-13
3 Organizational Structure 14-15
4 Product Offer by Eureka Forbes 16-22
5 My Training Scenario 23-26
6 Customer Satisfaction & Consumer Behavior 27-31
7 Marketing Strategy of Eureka Forbes 32-39
8 SWOT Analysis of Eureka Forbes 40-42
9 My Learnings 43-44
10 Conclusion & Suggestion 45-46
11 References 47-48
12

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CHAPTER - 1
Introduction & History of Eureka Forbes

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Eureka Forbes Ltd is consumer based company, it is part of Shapoorji Pallonji Group founded
in 1982. Eureka Forbes was the first to introduce domestic water purifiers – the Aqua guard
model - as well as vacuum cleaners to India. The Company has a current base of 15 million
consumer with more than 450 locations and 1800 dealers in India, and having 10,000 employees
in India. It is working globally in 35 countries.
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.
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.
The belief that unpolluted water and air the birthright of every person led to the Eureka Forbes
Institute of Environment being setup. It promotes conservation of natural water and air resources
through activity like broadcasting of air and water levels pollution in major cities on television,
India's first national environment focused quiz for school children and rainwater harvesting.
With Over 10,000 Employees Eureka Forbes Ltd is the leader in domestic and Industrial Water
Purification Systems, Vacuum Cleaners & Air Purifiers.
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

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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 $ 9.7 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 15 billion INR, multi-product and multi-channel corporation.
Incepted in 1982, Eureka Forbes Ltd have put 35 years of consolidated efforts to become the
undisputed leaders in domestic and industrial Water Purification Systems, Vacuum Cleaners, and
Air Purifiers & Security Solutions. Being Asia’s largest direct sales organization, our force of
10,000 direct personnel touches 8 million homes. We have one of the largest networks catering
to more than 150 cities and 400 towns across the country.
.

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1. Pioneers in Direct selling - Asia's Largest Direct Sales Organization
 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"
 Operations in over 1500 cities & towns across India.
2. 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
3. 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.
4. Salient features or USPs
 Service at your doorstep
 Customer base more than 30 million
 India’s largest after sales network – over 650 service centers in every 5 km distance
 Service network of 1050 business partners
 5000 trained service technicians make 25000 calls every day Single number access 24
hours in 8 major cities- Euro helpline: 18602661177 

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CHAPTER - 2
Objective, Vision & Mission

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Eureka Forbes Ltd Vision, Mission and Value
Vision
“A Happy, Healthy and Safe Pollution-Free Environment based on Trust and Lasting
Relationship with Customers.”
Mission
“To Build Sustainable Relationship 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,
Earning, Learning and Fun.
Our Products and Services- That reflect innovation, become quality benchmark and provide real
value for money.
Our Policies and Practices- That are fair, transparent and constantly improved to maximize
shareholder satisfaction and achieve Market Leadership.
Value
 Integrity and highest ethical standards,
 Mutual Respect and trust in our working relationships,
 Diversity of People, culture and ideas,
 Continuous improvement, development and learning in all we do,
 Teamwork and meeting our commitments to one another.
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”

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CHAPTER - 3
Organizational Structure of Company

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Region sales
Manager
Area Sales
Manager
Senior Team
Leader
Team Leader
PST
Customer
Sales
Specialist
Group Leader
Customer
sales
Specialist
Branch
Manager

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CHAPTER - 4
Products offers by Eureka Forbes Ltd

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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
1. Water purifier
2. Vacuum cleaners
3. 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:-
1. Dr.Aquaguard
2. Aqua guard
3. Aqua sure
1. Dr. Aqua guard Water Purifiers:-
Dr Aqua guard range of customized water solutions equipped with patented Mineral
Cartridge, Biotron & Nutritron 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 Biotron Cartridge™ ensures that the
essential minerals necessary for your family's health are retained giving you not just shush,
healthy water.

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I. Dr. Aquaguard Classic+ :-
It comes equipped with e-boiling technology which ensure that every drop of water is
as healthy and safe as it would be if it were boiled for a minimum of 20 minutes. Dr.
Aquaguard Classic+ comes with the patented HCCB Cartriadge that removes lead,
pesticides and other VOCs. This makes ypour drinking water not just suddh but
healthy too. Classic+ works on UV technology of water purification.
II. Dr. Aquaguard Magna :-
Dr. Aquaguard Magna comes with special HD RO membrane that purifies water and
the advanced mineralgaurd technology, that retain essential natural minerals in water
that other water purifier deplete. It also has a 11 watt UV lamp with UV reflector
housing for an advanced uv does to ensure 100% elimination of waterborne disease
causing microorganisms.

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III. Dr. Aquaguard FUSION :-
It gives you healthy water with benefit of instant cooling. This is the ideal water
purifier for homes where everyone has different tastes, likings and requirments in
terms of water temperature. to add to that, it also eliminates the hassle of refilling
bottles and putting them in the refregirator.
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. 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.

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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.

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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
2.1. Euro clean
2.2. Forbes vacuum cleaner
2.1. 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,

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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 that helps you customize the power you need to
clean different surfaces, helping you do an excellent job.
Fig no 9:- Forbes vacuum cleaners
Product 3:- Euro vigil Security system
Euro vigil Security Systems, considered as India’s 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, neighbor’s and concerned civic authorities about likelihood of a mishap.
Euro vigil’s 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.
Euro vigil products:-
Eureka Forbes provide security in 4D concept. This 4D concept examine by using these type
of products which are

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3.1. Video Door phone
3.2. Access control system
3.3. Intrusion alarm system
3.4 CCTV (closed circuit television)
1.1. 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.
1.2 CCTV (closed circuit television) :-
Closed-circuit television (CCTV), also known as video surveillance is the use of video
cameras to transmit a signal to a specific place, on a limited set of monitors. Surveillance of
the public using CCTV is common in many areas around the world.

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CHAPTER - 5
My Training scenario in Eureka Forbes

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On 01-06-2017 I started my training in Eureka Forbes Ltd Indore (MP). At first day I just fill up
all the documents which they required from me. After filling all the document Mr. Prafull Modi
(Astt. HR) introduced me with branch manager Mr. Prashant Patel Branch manager allocate me
my training mentor & senior team leader Mr. Sandeep Sonane who was team leader of Dr.
Aquagaurd team, under his guidance I have to complete my project.
He distribute my training in different parts which are
 Orientation program 

 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 glad 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.
One Week Training :-
Next Day Company send Mr. Bharat Rai who is working as regional trainer in eureka Forbes
from 2008. Mr. Bharat Rai is a very good motivator and having deep knowledge in the field of

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sale and direct sale. From 2010 he promoted as regional trainer. As my team was Aquaguard
team he told us deep about specification of Aquaguard water purifier.
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 etiquette 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 8:15 AM all the Euro-Champs get together in outside the office 
 With the guidance of Tertiary executive team meeting starts at 8:20 AM. in this meeting
they just told us which area we are going to cover today.
 After meeting every Euro-champs go for door knocking that is cold knocking till 12:00
PM 
 After completing door knock everyone meet at office for their previous day working
presentation in front of Senior team leader.
 After presentation at 4:00 pm everyone go for the commercial door knock.
Company policy for selling :-
Total Door Knock in a day 90
Appointment in a day 30
Demos in a day 05
Sale in a day 02

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 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.
On first month every PST have to sell atleast 3 machine to get their incentive of Rs. 3000
INR. If employee get failed to achieve to this criteria he will only get basic pay fixed by
company.
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 don’t 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.

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
CHAPTER-6
Customer Satisfaction & Consumer Behavior

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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") All’s 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 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

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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 commodity for commercial reasons are exempted from any benefits of this act.
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.

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Figure :- 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
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 motel—even though its facilities and
service would be deemed superior in “absolute terms''.
Consumer behavior:

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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.

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CHAPTER - 7
Marketing strategies of Eureka Forbes

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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
organization’s marketing mix that serves to inform, persuade and remind the market of the product
and the organization selling it, in hope of influence the consumer’s 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 company’s 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.
1. Advertising
2. Sales promotion
3. Personal selling
4. Publicity & Public relation

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1. 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.
2. 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.
3. 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 sales edge.
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

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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
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 company’s office/service center with invoice in the city

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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.
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 customer’s 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.

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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 they provide to the
society and humanity has become a vital factor of the company’s 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 NGO’s 

 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 Asia’s
largest direct selling organization.

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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 the
year to sustain the brand awareness and ensure that the consumers are exposed to the brand.
3. Dedicated Service Help-line
Eureka Forbes has over 1000 service centers in all major cities in India with more than 5000
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
a) Active subscription immediately.
b) Right time installation of products.
c) Properly repair services against paid AMC’s.
d) Service during contract period.
4. PLACE
a) Urban educated India that cares for their family.
b) Areas prone to diseases.
c) Strategically chosen locations for catching the eye of potential consumers.

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CHAPTER - 8
SWOT Analysis Of Company

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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 achieve 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.
STRENGTH :-
1. Strong Brand Name :- Eureka Forbes has almost become a generic brand name in
the market for water purifiers. The products were also high quality and hence the
brand equity grew to staggering heights.
2. First mover Advantage :- Eureka Forbes was one of the first companies to do mass
selling of Water purifiers. Hence it has the first moved advantage.
3. Focus :- The advantage of Eureka Forbes as a company is that their complete focus is
on purification only. The external environment is supporting them with water being
bad in many regions.
4. Product Portfolio :- Eureka Forbes has a strong product portfolio including Gravity
water purifiers, UV water purifiers, RO water purifiers and also UV + RO water
purifiers. They are also known for commercial water purifiers as well as commercial
water coolers.
WEAKNESS :-
1. Competition :- The Competition in market is increasing day by day companies like
KENT, HUL(Pureit) are close competitors of Eureka Forbes.
2. Service :- One of the major issues which has come up for Aquaguard recently is
managing services for its wide number of purifiers which are sold across world.
3. Imitation :- There are many imitators of Aquaguard which is causing problems in the

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market. Even fake and imitation spare parts are sold, destroying the integrity of the
water purifier. In fact, the brand value is getting destroyed due to this imitation of the
main brand.
OPPORTUNITIES :-
1. Advantage over competitiors :- By Providing very strong service in metros then
there will be no space for the competitors.
2. Channel Expansion :- This is a never-ending game for any channel player and
channel expansion always comes in use. The better the channel, more will be the sale.
THREATS :-
1. Bottled Water Penetration :- The more sale of bottled water, the lesser sale for
Water purifiers. Bisleri and Aquafina are brands which are fast spreading in the
market. Naturally, with the dispensers that these brands offer, along with the 20 liter
water jar, the need of water purifier drops.
2. It’s Competitors :- Now a days KENT emerge as big competitors of Eureka Forbes,
KENT providing RO technology with name of KENT RO and customer who want
purifier for high TDS water they go for KENT water purifier.

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CHAPTER - 9
My Learnings

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Summer Training is a part of management study, it provide us practical knowledge about
market an real world corporation which we read at books and training gives us real corporate
word experience that how a organization work on every department. following are what i
learned during my training :-
1. This Summer project makes me Time Punctual.
2. I improved my skill like negotiation skill, demo skill, long-term relationship building
skill.
3. I come to know about consumer buying behaviour that how it changes according to
product, price and service.
4. It gives me hand-on experience about corporate life
5. It provide me more confidence in my career direction
6. Every company has to improve their technology and working culture by running days
because every person expect new thing from a reputed company.

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CHAPTER - 10
Conclusion & Suggestions

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The final outcomes of the report are that the parameters which hinder the sale of Aquagaurd are
price, quality, service and water taste. Water purifier market is totally unpredictable market and
the organization should be over-cautious of any complaints that come into water purifier
machine Aquagaurd. So the company should take every step possible to contain these problems
which in some way or the other affects the sale of Aquagaurd water purifier.
Follows are some suggestion which company can consider :-
1) Contact builders before the completion of project so that contracts can be made in
advance regarding the installation of water purifier in the society.
2) 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.
3) The UV water purifier and RO water purifier should be targeted in different areas according
to the T.D.S. of water.
4) IMA endorsement and ISI certification (product strength) should be highlighted.
5) Emails should be sent to the existing customers asking for referrals. If the sales materialize
give they free service.
6) Distribute discount coupons and free service coupons through newspaper.
7) Install water purifier at Temples, mosque etc. That will help in creating a good brand image.
8) Send mails to existing customers about the new products or special offers.
9) 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.
10) Service provided by company should be very fast because some of customers are angry
with service issue.
Free trial of newly launched products be provided during free service camps.

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CHAPTER - 11
REFERENCES

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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
3. 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:-
1. http://www.eurekaforbes.com/Product
2. http://eurovigil.in/householdl-security-4d.html
3. https://en.wikipedia.org/wiki/Eureka_Forbes