The document presents an analysis of Eureka Forbes' Aquaguard water purification system, detailing its history, market share, and advertising strategies based on David Aaker’s ad exposure model. Established in 1982, Aquaguard has become a leading brand in India's water purifier market, utilizing a combination of direct selling, extensive media advertising, and customer engagement to build brand loyalty. It emphasizes technological advancement, customer service, and emotional connections in its branding efforts, supported by endorsements and numerous awards.

1. Part - II
David Aaker’s Ad Exposure Model - Aquaguard

2. Group Members
 Pratikshya Mishra - 601
 Gaurav Matai - 667
 Neha Patwari - 668
 Tanushree Kulkarni - 671
 Reema Bhagia - 690
 Kanksha Raina - 712

3. Selected Brand
 Eureka Forbes
 Aquaguard Water Purification System

4. History – Eureka Forbes
 Established in 1982 as a joint venture between the Tata
Group,based in Mumbai, and Electrolux of Sweden
 A Shapoorji Pallonji Company since 2002.
 Introduced the direct selling concept in India
 A Rs. 17,767 million multi-product, multi-channel
organisation

5. In the Current Market
 Eureka Forbes has over eight million satisfied customers
 A reach of over 450 cities and towns through 18,000 dealers
 Asia’s largest direct sales force
 Aquaguard - flagship water purifier brand
 Sold through the direct sales channel
 AquaSure is the range of water purifiers sold through
retailers
 70% of Eureka Forbes’ turnover comes from the water
purifier segment – Aquaguard and AquaSure
 Sales:

7. Market Share
 52% market share in the Rs 3,200 crore water purifier
segment, with its brand Aquaguard.

8. Products

9. 30 years of Leadership across technologies

10. David Aaker’s Ad Exposure Model
 Explains the effect of advertising &marketing
communication on brand building (attitude formation &
purchase behavior)

13. Route used by Eureka Forbes for
Aquaguard
 Route 1 (pull strategy)

14. Ad exposure
 TV
 Print
 Internet / digital media
 Taglines:
 Your Friend For Life
 Safe Water: Every Indian’s Birthright
 Paani Ka Doctor
 Sehat Ki Awaaz

16. Socially Connected
•Among India’s top 5 corporate websites
•WAP Ready

17.  All social media communication plans executed through the official
Eureka Forbes accounts
 Facebook communications through official Eureka Forbes Page
 3 Fan generated Pages on facebook
 +6 Lakh Fans

18.  Lead management - Instant call connect in 130 cities
with Eurochamps mapped by pincode .. all in 30
seconds.
 Each month attracting 200,000 unique visitors
resulting in over 10,000 sales & 6,000 service
enquiries each month

19. Awareness generation
 Ads focused on the functional benefits of water
purification
 Use the classic problem-solution-happiness format
that is routine to Eureka Forbes.
 In 2004, it moved into the broader, quasi-
philosophical sphere of the life-enriching
connotations of water; the spiritual significance of
pure water

20. The advertising for Aquaguard always revolved around an
affable Eureka Forbes salesman's knock on a prospective
customer's door; so much so that the Eureka Forbes
salesman and the problem-solution format virtually became
intrinsic to Aquaguard advertising.

21. Attributes & Benefits
 Technologically advanced (RO, UV technology with
“Robocleanz”)
 “healthiest water on earth”
 13 product variants ranging from Rs 1,899 to 27,990
 SMP = Sweetness + Minerals + Purity
 E-boiling+, UV+, RO+

22.  Table top facility: can be kept anywhere
 Bottle holding tray: glass can be filled directly
 High performance, durable, environment-friendly
 Easily available
 Free installation, demonstration
 Good after-sales customer service
 Proof of purity, guarantee/warranty on product

23. Brand Image / Personality
 Sincere
 Caring
 Successful
 Modern
 Reliable
 Competent
 Helpful
 Environment
Conscious

24. Feelings
 Rational: Health-conscious; concerned about hygiene
and safety
 Emotional: Motherly; caring, loving, and protective
 Positioning: Rational (functional benefits) +
Emotional (exploitation of mother-child relationship
sentiment)

27. Peers, Experts & Group Norms

28. Peers, Experts & Group Norms
 Peers:
 Trusted by over 10 million mothers
 Experts:
 Endorsed by Indian Medical Association - guarantee of
1,78,000 doctors
 Certified by 105 labs across the globe
 30-day money back guarantee
 Celebrity endorsement:
 Initially, used Smriti Irani of Kyunki Saas Bhi Kabhi Bahu Thi
fame for Aquasure – wise, trusted family advisor
 Affected the Aquaguard brand also

29. Awards and Recognitions –
1. Reader's Digest Trusted Brand 2012
2. Limca : Book of Records - National Record 2012
3. Brand Watch Bengal - Bengal's Best 2011
4. Business Superbrand 2011
5. Business Superbrand 2011
6. Computer Society of India award 2011
7. Internet Digital Media Awards - Best use of Technology
8. Express Computer Technology Senate Awards
9. Business Continuity Institute – Special Recognition Award
11. UNESCO Water Digest Award
12. Received three 'Distinguished' recognitions –
Distinguished Water R&D and Technological Breakthrough for
Aquaguard Total Sensa
Distinguished Best Domestic UV Water Purifier for Aquaguard Total
Infiniti
Distinguished Upcoming Water Company for Forbes Water.
12. Super Brand - Aquaguard 2009-10

30. Brand attitude
 Very good Customer Relationship Management
 Therefore, development of favorable attitude
 Preference for the brand and first in the market
advantage means Aquaguard is somewhat
synonymous with water purifier

31. Purchase behavior
 High brand loyalty
 Lifelong usage – Your Friend For Life