Eureka Forbes Limited is Asia's largest direct sales organization that provides water purification systems, vacuum cleaners, air purifiers, and security solutions. It has over 7,000 direct sales personnel serving 1.5 million homes across 131 cities and 398 towns in India. Eureka Forbes pioneered direct selling in India by marketing products like vacuum cleaners and water purifiers through demonstrations in homes. Known for its friendly sales representatives called "Eurochamps", Eureka Forbes established itself as a trusted brand in India. The company faced losses in the early 1990s but its products gained widespread acceptance, leading to increased sales. Eureka Forbes offers various water purifiers and vacuum cleaners targeted at different income groups and
A project on marketing strategy and sales Eureka Forbes AquaguardNigam Prasad Panda
This document provides a marketing strategy report for Eureka Forbes Aquaguard water purifiers. It discusses Aquaguard's distribution channels, marketing mix, SWOT analysis, and segmentation, targeting, and positioning (STP) strategy. The report also analyzes Aquaguard's field study scenario at S.N. Enterprises, including their sales, customer service, product promotion, and training processes. Overall, the document outlines Aquaguard's marketing approach and recommendations to increase sales and market share.
Eureka Forbes is a large, multi-product, multi-channel Indian corporation with over $1.2 billion in annual revenue. It was started in 1982 as a joint venture between Forbes India and Electrolux of Sweden. The company recruits young college graduates from middle-class backgrounds as sales representatives known as "Euro Champs." These Euro Champs are extroverted and effective communicators. Eureka Forbes motivates its Euro Champs through social recognition programs and incentives like company-provided transportation. The company uses a multi-pronged marketing approach including door-to-door sales, retail showrooms, advertising, and CSR activities to promote its water purifiers, air purifiers, and vacuum cleaners
PAPER BOAT- Presentation on Marketing Mix & Promotion Mix.Mimansha Bahadur
The document provides information on Paper Boat drinks, an Indian beverage brand. It discusses the brand's product strategy, differentiation, mix, map, packaging, pricing, distribution channels, and promotional activities. Some key points include:
- Paper Boat targets urban Indian customers aged above 20 with nostalgia-focused drinks in 9 flavors.
- It differentiates with natural ingredients and unique flavors not found in competitors' products.
- Promotional activities include advertising, digital marketing, sponsorships, and initial sales through airlines and hotels.
- Recommendations include expanding availability, introducing winter drinks, and gift packs containing multiple flavors.
Eureka Forbes Ltd is an Indian consumer goods company that focuses on direct marketing to customers through door-to-door salespeople called "Eurochamps." The company trains Eurochamps to effectively demonstrate and sell water purifiers, vacuum cleaners, and other home products. Strategies like free service campaigns, product demos at public locations, and analyzing competitor products help Eurochamps increase sales and customer satisfaction. A customer survey found that the company's direct marketing approach is effective at building brand loyalty among consumers.
This document provides an overview of a research project conducted on the consumer behavior and perception of women towards Lakme cosmetic products. It includes an acknowledgement section thanking those who supported and guided the research. It also includes a certificate verifying the completion of the project. The document consists of 16 chapters that cover topics such as an introduction to consumer behavior and perception, a literature review on the cosmetic industry and Lakme, the research methodology used which involved surveys, an analysis and interpretation of the survey results, findings of the research, suggestions based on the findings, and a conclusion. The overall purpose of the research was to understand the consumer behavior and perception of women regarding awareness and purchase of Lakme cosmetic products.
Paper boat 2019 market analysis (factor analysis))Ramanjeet Singh
Paper Boat is a brand of traditional Indian beverages produced by Hector Beverages. It focuses on natural ingredients and flavors from local fruits. The survey found that while taste was rated positively, many felt it was not good value for money due to the price. Most respondents were familiar with the brand and willing to recommend it, but awareness could still be improved. The product is seen as reliable but some thought it was overpriced. Offering discounts and improved promotion could help increase repeat purchases.
This document provides an overview of Eureka Forbes Limited and its partnerships. It discusses Eureka Forbes' history and introduction to the Indian market. It outlines Eureka Forbes' key partnerships including with SP Group, Aqua Mall Water Solutions Ltd., Forbes Pro Solutions, and Forbes Lux. It provides figures and descriptions of each partnership and their roles in supporting Eureka Forbes' operations and product portfolio.
The document provides details about Rohit Ranjan's internship project on the marketing, sales and retail division of Whirlpool India Ltd. It includes an acknowledgment, approval from his mentor, and declaration sections. The project analyzes Whirlpool's product range including refrigerators, washing machines, microwaves, water purifiers and air conditioners. It also covers the company profile, market analysis using various frameworks, and conclusions from the project. The objective was to understand customer purchasing behaviors and factors influencing purchases of Whirlpool products.
A project on marketing strategy and sales Eureka Forbes AquaguardNigam Prasad Panda
This document provides a marketing strategy report for Eureka Forbes Aquaguard water purifiers. It discusses Aquaguard's distribution channels, marketing mix, SWOT analysis, and segmentation, targeting, and positioning (STP) strategy. The report also analyzes Aquaguard's field study scenario at S.N. Enterprises, including their sales, customer service, product promotion, and training processes. Overall, the document outlines Aquaguard's marketing approach and recommendations to increase sales and market share.
Eureka Forbes is a large, multi-product, multi-channel Indian corporation with over $1.2 billion in annual revenue. It was started in 1982 as a joint venture between Forbes India and Electrolux of Sweden. The company recruits young college graduates from middle-class backgrounds as sales representatives known as "Euro Champs." These Euro Champs are extroverted and effective communicators. Eureka Forbes motivates its Euro Champs through social recognition programs and incentives like company-provided transportation. The company uses a multi-pronged marketing approach including door-to-door sales, retail showrooms, advertising, and CSR activities to promote its water purifiers, air purifiers, and vacuum cleaners
PAPER BOAT- Presentation on Marketing Mix & Promotion Mix.Mimansha Bahadur
The document provides information on Paper Boat drinks, an Indian beverage brand. It discusses the brand's product strategy, differentiation, mix, map, packaging, pricing, distribution channels, and promotional activities. Some key points include:
- Paper Boat targets urban Indian customers aged above 20 with nostalgia-focused drinks in 9 flavors.
- It differentiates with natural ingredients and unique flavors not found in competitors' products.
- Promotional activities include advertising, digital marketing, sponsorships, and initial sales through airlines and hotels.
- Recommendations include expanding availability, introducing winter drinks, and gift packs containing multiple flavors.
Eureka Forbes Ltd is an Indian consumer goods company that focuses on direct marketing to customers through door-to-door salespeople called "Eurochamps." The company trains Eurochamps to effectively demonstrate and sell water purifiers, vacuum cleaners, and other home products. Strategies like free service campaigns, product demos at public locations, and analyzing competitor products help Eurochamps increase sales and customer satisfaction. A customer survey found that the company's direct marketing approach is effective at building brand loyalty among consumers.
This document provides an overview of a research project conducted on the consumer behavior and perception of women towards Lakme cosmetic products. It includes an acknowledgement section thanking those who supported and guided the research. It also includes a certificate verifying the completion of the project. The document consists of 16 chapters that cover topics such as an introduction to consumer behavior and perception, a literature review on the cosmetic industry and Lakme, the research methodology used which involved surveys, an analysis and interpretation of the survey results, findings of the research, suggestions based on the findings, and a conclusion. The overall purpose of the research was to understand the consumer behavior and perception of women regarding awareness and purchase of Lakme cosmetic products.
Paper boat 2019 market analysis (factor analysis))Ramanjeet Singh
Paper Boat is a brand of traditional Indian beverages produced by Hector Beverages. It focuses on natural ingredients and flavors from local fruits. The survey found that while taste was rated positively, many felt it was not good value for money due to the price. Most respondents were familiar with the brand and willing to recommend it, but awareness could still be improved. The product is seen as reliable but some thought it was overpriced. Offering discounts and improved promotion could help increase repeat purchases.
This document provides an overview of Eureka Forbes Limited and its partnerships. It discusses Eureka Forbes' history and introduction to the Indian market. It outlines Eureka Forbes' key partnerships including with SP Group, Aqua Mall Water Solutions Ltd., Forbes Pro Solutions, and Forbes Lux. It provides figures and descriptions of each partnership and their roles in supporting Eureka Forbes' operations and product portfolio.
The document provides details about Rohit Ranjan's internship project on the marketing, sales and retail division of Whirlpool India Ltd. It includes an acknowledgment, approval from his mentor, and declaration sections. The project analyzes Whirlpool's product range including refrigerators, washing machines, microwaves, water purifiers and air conditioners. It also covers the company profile, market analysis using various frameworks, and conclusions from the project. The objective was to understand customer purchasing behaviors and factors influencing purchases of Whirlpool products.
This document discusses the marketing mix strategies of Paper Boat drinks. It provides an overview of the company's strengths in attractive packaging and variety of products. It also discusses weaknesses around brand awareness and shelf space. Opportunities include product diversification and developing markets. Threats include new entrants and raw material sourcing. The marketing mix strategies of Paper Boat focus on expanding their product line, competitive pricing, increasing distribution channels, and promoting through various advertising avenues including digital media. The future marketing mix will focus on specialized juices, expanding to rural markets, and launching a new "Purple Carrot" product.
Hindustan Unilever launched Lakmé Absolute, a premium cosmetics line, to target younger urban women seeking luxury beauty products. Lakmé Absolute competes with L'Oreal Paris in offering a variety of high-quality makeup and skincare with an emphasis on hydration and modern styles. While the brands have similar product ranges and prices, Lakmé Absolute differentiates by promoting self-reinvention and fashionability at reasonable prices. It aims to position itself as an everyday luxury brand for consumers seeking international appeal with Indian skin benefits. However, strong similarities between premium beauty brands make differentiation challenging in an expanding market.
Eureka Forbes is a direct selling company that sells water purifiers, vacuum cleaners, air purifiers and security solutions. It has over 7,000 direct sales representatives that visit 1.5 million homes daily. The sales representatives are called Eurochamps and they are responsible for prospecting customers, conducting sales presentations and providing after-sales service. Eureka Forbes uses various forecasting methods like moving average and exponential smoothing to project future sales. It also sets sales quotas for different areas based on population. The company is looking to expand its retail channels and improve training to increase sales penetration.
Hindustan Unilever (HUL) is India's largest FMCG company with 100 factories. It was incorporated in 1931 and touches 2 out of 3 consumers. One of HUL's most prominent brands is Surf Excel, a detergent powder launched in 1959. Surf Excel has effectively managed its product lifecycle through innovations and marketing strategies like variants, ads campaigns with slogans like "Daag Acche Hain", and social media promotions. It aims to build an emotional connection with mothers through celebrating children and education initiatives.
HUL India - Shampoo's product portfolioSangini Shah
The document discusses the FMCG sector and shampoo market in India. It provides details about HUL, the market leader in FMCG, and its portfolio of food, personal care and home care brands. Regarding shampoos, it notes that the market is growing but still has low penetration. It analyzes the market share of major shampoo brands such as Sunsilk, Head & Shoulders, Pantene, Dabur and Clinic. The document then focuses on Clinic All Clear shampoo, providing a SWOT analysis and details on its variants, positioning and new product launches. It maps major shampoo brands based on anti-dandruff effectiveness and availability. Finally, it summar
This document provides an analysis for a potential brand extension of Pond's into women's face wash. It summarizes Pond's company evolution and ownership by Unilever. It analyzes the market, competitors, product life cycle, and FCB grid for face wash. A 4P marketing strategy is proposed targeting women ages 18-64, including price points, distribution channels, and promotional campaigns. Brand positioning frames it as a refreshing facial cleanser that complements skin regimes. Perceptual and brand pyramid maps compare it to competitors.
This document provides an overview of rural marketing strategies used in India. It discusses the history and evolution of rural markets in India from the 1940s to present day. Key points include:
- Rural markets were traditionally non-existent but grew with government development programs from the 1940s-1990s. Companies like HLL entered rural markets in this period.
- Today, around 70% of India's population lives in rural areas, totaling over 700 million people. Companies are launching new products and adapting marketing strategies to target changing rural lifestyles.
- The document discusses features of rural Indian markets like large size but scattered population, agricultural income dependence, and infrastructure challenges for companies. It also profiles characteristics of rural consumers.
This document provides a marketing presentation on the detergent brand Surf Excel. It discusses Surf Excel's history in India since 1954, its product range targeting different markets, and marketing strategies like promotional advertisements transitioning from rational to emotional appeals. Competitors include Aerial and P&G. Observations note Surf Excel as an experienced player with innovative ads and strong distribution. Suggestions include reducing price and ad expenses while expanding rural penetration.
This document discusses brand imagery, which is part of Keller's Brand Resonance Model. Brand imagery describes how consumers think about a brand abstractly and whether the brand meets their psychological or social needs. It involves user imagery of who uses the brand, purchase and usage imagery of how and when the brand is bought and used, brand personality and values of traits associated with the brand, and brand history, heritage and experiences that influence consumers' perceptions of the brand.
Surf Excel is Hindustan Unilever's largest detergent brand in India. It was launched in 1959 as Surf and later rebranded as Surf Excel in 1996. Surf Excel targets women aged 25 and above from upper middle income households in tier 1 and 2 cities. Its 'Daag Acche Hain' campaign from 2005 positioned stains in a positive light and broke conventions. The brand has a strong emotional connection and recall value. Recommendations include increasing rural presence, associating with social causes, and revamping campaigns with taglines like 'Daag Acche Hain, Aur Hamesha Rahenge'.
- Surf Excel is a detergent brand produced by Hindustan Unilever Limited (HUL) that has been present in India since 1959.
- It is one of the leading brands in the Indian laundry detergent market and was the first detergent brand to be advertised on television in India.
- Surf Excel competes in an oligopolistic market structure against other major detergent brands like Tide, Ariel, Nirma and Rin. It positions itself as a brand that can remove all types of stains without fading colors.
Integrated Marketing Communication Project on LUXNeha Shetty
Lux soap was founded in 1899 and launched toilet soap versions in the 1920s. It has since expanded its product line. While Lux lacks unisex appeal and has a high wear rate, its strengths include a wide range of products, strong market research, and delivering value. Historically, Lux used celebrity endorsements in its advertising but has since shifted to portraying regular women in ads to seem more contemporary. Lux engages in various promotional activities like limited edition soaps, contests offering prizes like gold bars and meetings with celebrities, and sponsoring awards shows. Its target audience is urban and sub-urban middle class individuals.
Hindustan Unilever Limited (HUL) markets water purifiers under the Pureit brand. Pureit offers various water purifier models segmented by price from Rs. 1000 to Rs. 6900. HUL distributes Pureit purifiers through doctors' clinics, direct marketing, and kiosks. The salesforce is motivated through a point-based commission structure with rewards for top performers.
This document provides information about Hindustan Unilever Limited (HUL) including its mission, operations, distribution network, brands, and growth strategies. HUL aims to meet everyday needs through local subsidiaries that bring international brands and expertise to over 160 million consumers daily. It has a large distribution network reaching over 3 million outlets across India as well as 29 manufacturing locations and over 1,800 suppliers. HUL pursues growth through concentration on its top categories like home and personal care, as well as related and unrelated diversification through acquisitions and expanding into new product categories.
Eureka Forbes is a leading direct sales company in India that sells water purifiers and vacuum cleaners. It has over 220 offices across 132 cities that are staffed by 'EuroChamps' sales professionals. The company relies on direct marketing through 2,80,000 home visits conducted daily by 'EuroSathis' franchisees to educate customers and maintain relationships. Eureka Forbes reaches over 1650 towns across 82% of urban India through this direct sales network and mailers that promote the health benefits of its water purifiers. The company also provides job opportunities for differently abled individuals and emphasizes growth and a supportive work culture.
This document is a project report submitted by Sagar Kumar for the partial fulfilment of the requirements for a Master's degree in Business Administration. The report provides information on Sagar Kumar's internship with MYK LATICRETE INDIA PVT.LTD. in Kolkata. The report includes details about the company such as its origin, growth, products, organizational hierarchy, and future plans. It also discusses Sagar Kumar's work profile and contributions during the training period.
This document provides a marketing strategy for Bru coffee in Ahmedabad, India. It begins with an overview of Bru coffee's current market standing as the leader in the Indian coffee segment with 49.6% value share. The brand is positioned on happiness and has the tagline "Happiness begins with Bru".
The document then outlines the marketing strategy framework it will use, including examining the current state of the product, desired state, and developing marketing strategies to achieve the desired consumer affective, behavioral, cognitive, and environmental outcomes. It analyzes various frameworks related to consumer behavior and cognition that can inform the strategy.
Finally, the document applies models of consumer behavior to identify specific marketing strategies. These include leveraging
Marico is an Indian consumer goods company founded in 1857 and headquartered in Mumbai, India. It produces coconut, edible, and hair oils as well as other personal care products.
The company has a presence in over 25 countries and recorded annual revenue of Rs. 40 billion in 2011-2012. Its portfolio includes popular brands like Parachute, Saffola, Hair & Care, Nihar, Mediker, Revive, and others.
Marico aims to improve people's quality of life through branded beauty and wellness products and services. It focuses on innovation, sustainability, and maximizing value for all stakeholders including consumers, employees, farmers
Travel and tourism involves the movement and transportation of people between their homes and destinations for various purposes like business, pleasure, visiting friends and relatives. Tourism is closely associated with leisure travel and involves activities like sightseeing. Travel and tourism is a major foreign exchange earner for India and creates many jobs and employment opportunities while requiring relatively low investment. However, it can also impact the environment. Key factors that influence the development of tourism in India include natural attractions, socioeconomic conditions, and political policies. Major players in the Indian tourism industry include Cox & Kings, Kesari Tours, Thomas Cook, and Raj Travels & Tours.
This document discusses the marketing mix strategies of Paper Boat drinks. It provides an overview of the company's strengths in attractive packaging and variety of products. It also discusses weaknesses around brand awareness and shelf space. Opportunities include product diversification and developing markets. Threats include new entrants and raw material sourcing. The marketing mix strategies of Paper Boat focus on expanding their product line, competitive pricing, increasing distribution channels, and promoting through various advertising avenues including digital media. The future marketing mix will focus on specialized juices, expanding to rural markets, and launching a new "Purple Carrot" product.
Hindustan Unilever launched Lakmé Absolute, a premium cosmetics line, to target younger urban women seeking luxury beauty products. Lakmé Absolute competes with L'Oreal Paris in offering a variety of high-quality makeup and skincare with an emphasis on hydration and modern styles. While the brands have similar product ranges and prices, Lakmé Absolute differentiates by promoting self-reinvention and fashionability at reasonable prices. It aims to position itself as an everyday luxury brand for consumers seeking international appeal with Indian skin benefits. However, strong similarities between premium beauty brands make differentiation challenging in an expanding market.
Eureka Forbes is a direct selling company that sells water purifiers, vacuum cleaners, air purifiers and security solutions. It has over 7,000 direct sales representatives that visit 1.5 million homes daily. The sales representatives are called Eurochamps and they are responsible for prospecting customers, conducting sales presentations and providing after-sales service. Eureka Forbes uses various forecasting methods like moving average and exponential smoothing to project future sales. It also sets sales quotas for different areas based on population. The company is looking to expand its retail channels and improve training to increase sales penetration.
Hindustan Unilever (HUL) is India's largest FMCG company with 100 factories. It was incorporated in 1931 and touches 2 out of 3 consumers. One of HUL's most prominent brands is Surf Excel, a detergent powder launched in 1959. Surf Excel has effectively managed its product lifecycle through innovations and marketing strategies like variants, ads campaigns with slogans like "Daag Acche Hain", and social media promotions. It aims to build an emotional connection with mothers through celebrating children and education initiatives.
HUL India - Shampoo's product portfolioSangini Shah
The document discusses the FMCG sector and shampoo market in India. It provides details about HUL, the market leader in FMCG, and its portfolio of food, personal care and home care brands. Regarding shampoos, it notes that the market is growing but still has low penetration. It analyzes the market share of major shampoo brands such as Sunsilk, Head & Shoulders, Pantene, Dabur and Clinic. The document then focuses on Clinic All Clear shampoo, providing a SWOT analysis and details on its variants, positioning and new product launches. It maps major shampoo brands based on anti-dandruff effectiveness and availability. Finally, it summar
This document provides an analysis for a potential brand extension of Pond's into women's face wash. It summarizes Pond's company evolution and ownership by Unilever. It analyzes the market, competitors, product life cycle, and FCB grid for face wash. A 4P marketing strategy is proposed targeting women ages 18-64, including price points, distribution channels, and promotional campaigns. Brand positioning frames it as a refreshing facial cleanser that complements skin regimes. Perceptual and brand pyramid maps compare it to competitors.
This document provides an overview of rural marketing strategies used in India. It discusses the history and evolution of rural markets in India from the 1940s to present day. Key points include:
- Rural markets were traditionally non-existent but grew with government development programs from the 1940s-1990s. Companies like HLL entered rural markets in this period.
- Today, around 70% of India's population lives in rural areas, totaling over 700 million people. Companies are launching new products and adapting marketing strategies to target changing rural lifestyles.
- The document discusses features of rural Indian markets like large size but scattered population, agricultural income dependence, and infrastructure challenges for companies. It also profiles characteristics of rural consumers.
This document provides a marketing presentation on the detergent brand Surf Excel. It discusses Surf Excel's history in India since 1954, its product range targeting different markets, and marketing strategies like promotional advertisements transitioning from rational to emotional appeals. Competitors include Aerial and P&G. Observations note Surf Excel as an experienced player with innovative ads and strong distribution. Suggestions include reducing price and ad expenses while expanding rural penetration.
This document discusses brand imagery, which is part of Keller's Brand Resonance Model. Brand imagery describes how consumers think about a brand abstractly and whether the brand meets their psychological or social needs. It involves user imagery of who uses the brand, purchase and usage imagery of how and when the brand is bought and used, brand personality and values of traits associated with the brand, and brand history, heritage and experiences that influence consumers' perceptions of the brand.
Surf Excel is Hindustan Unilever's largest detergent brand in India. It was launched in 1959 as Surf and later rebranded as Surf Excel in 1996. Surf Excel targets women aged 25 and above from upper middle income households in tier 1 and 2 cities. Its 'Daag Acche Hain' campaign from 2005 positioned stains in a positive light and broke conventions. The brand has a strong emotional connection and recall value. Recommendations include increasing rural presence, associating with social causes, and revamping campaigns with taglines like 'Daag Acche Hain, Aur Hamesha Rahenge'.
- Surf Excel is a detergent brand produced by Hindustan Unilever Limited (HUL) that has been present in India since 1959.
- It is one of the leading brands in the Indian laundry detergent market and was the first detergent brand to be advertised on television in India.
- Surf Excel competes in an oligopolistic market structure against other major detergent brands like Tide, Ariel, Nirma and Rin. It positions itself as a brand that can remove all types of stains without fading colors.
Integrated Marketing Communication Project on LUXNeha Shetty
Lux soap was founded in 1899 and launched toilet soap versions in the 1920s. It has since expanded its product line. While Lux lacks unisex appeal and has a high wear rate, its strengths include a wide range of products, strong market research, and delivering value. Historically, Lux used celebrity endorsements in its advertising but has since shifted to portraying regular women in ads to seem more contemporary. Lux engages in various promotional activities like limited edition soaps, contests offering prizes like gold bars and meetings with celebrities, and sponsoring awards shows. Its target audience is urban and sub-urban middle class individuals.
Hindustan Unilever Limited (HUL) markets water purifiers under the Pureit brand. Pureit offers various water purifier models segmented by price from Rs. 1000 to Rs. 6900. HUL distributes Pureit purifiers through doctors' clinics, direct marketing, and kiosks. The salesforce is motivated through a point-based commission structure with rewards for top performers.
This document provides information about Hindustan Unilever Limited (HUL) including its mission, operations, distribution network, brands, and growth strategies. HUL aims to meet everyday needs through local subsidiaries that bring international brands and expertise to over 160 million consumers daily. It has a large distribution network reaching over 3 million outlets across India as well as 29 manufacturing locations and over 1,800 suppliers. HUL pursues growth through concentration on its top categories like home and personal care, as well as related and unrelated diversification through acquisitions and expanding into new product categories.
Eureka Forbes is a leading direct sales company in India that sells water purifiers and vacuum cleaners. It has over 220 offices across 132 cities that are staffed by 'EuroChamps' sales professionals. The company relies on direct marketing through 2,80,000 home visits conducted daily by 'EuroSathis' franchisees to educate customers and maintain relationships. Eureka Forbes reaches over 1650 towns across 82% of urban India through this direct sales network and mailers that promote the health benefits of its water purifiers. The company also provides job opportunities for differently abled individuals and emphasizes growth and a supportive work culture.
This document is a project report submitted by Sagar Kumar for the partial fulfilment of the requirements for a Master's degree in Business Administration. The report provides information on Sagar Kumar's internship with MYK LATICRETE INDIA PVT.LTD. in Kolkata. The report includes details about the company such as its origin, growth, products, organizational hierarchy, and future plans. It also discusses Sagar Kumar's work profile and contributions during the training period.
This document provides a marketing strategy for Bru coffee in Ahmedabad, India. It begins with an overview of Bru coffee's current market standing as the leader in the Indian coffee segment with 49.6% value share. The brand is positioned on happiness and has the tagline "Happiness begins with Bru".
The document then outlines the marketing strategy framework it will use, including examining the current state of the product, desired state, and developing marketing strategies to achieve the desired consumer affective, behavioral, cognitive, and environmental outcomes. It analyzes various frameworks related to consumer behavior and cognition that can inform the strategy.
Finally, the document applies models of consumer behavior to identify specific marketing strategies. These include leveraging
Marico is an Indian consumer goods company founded in 1857 and headquartered in Mumbai, India. It produces coconut, edible, and hair oils as well as other personal care products.
The company has a presence in over 25 countries and recorded annual revenue of Rs. 40 billion in 2011-2012. Its portfolio includes popular brands like Parachute, Saffola, Hair & Care, Nihar, Mediker, Revive, and others.
Marico aims to improve people's quality of life through branded beauty and wellness products and services. It focuses on innovation, sustainability, and maximizing value for all stakeholders including consumers, employees, farmers
Travel and tourism involves the movement and transportation of people between their homes and destinations for various purposes like business, pleasure, visiting friends and relatives. Tourism is closely associated with leisure travel and involves activities like sightseeing. Travel and tourism is a major foreign exchange earner for India and creates many jobs and employment opportunities while requiring relatively low investment. However, it can also impact the environment. Key factors that influence the development of tourism in India include natural attractions, socioeconomic conditions, and political policies. Major players in the Indian tourism industry include Cox & Kings, Kesari Tours, Thomas Cook, and Raj Travels & Tours.
The book "Past World" by Ian Beck tells the story of two characters, Eve and Caleb, who become immersed in an alternate reality version of 1845 London. Eve believes she is truly living in 1845, while Caleb discovers on a trip with his father that not everything in "Past World" is controlled. They both encounter dangerous mysteries and an ominous character called the Fantom. The summary concludes by saying the story is just beginning and encourages the reader to learn more by reading the book itself.
This document contains a ratio analysis of Sanofi-Aventis, a large French pharmaceutical company, for the fiscal years 2007-2009. Several liquidity, leverage, activity, and profitability ratios are calculated and analyzed. Overall, the analysis found that Sanofi-Aventis maintained strong liquidity and no debt over this period. Some profitability ratios like return on assets increased year-over-year, though others like net profit ratio and return on equity declined from 2008-2009 likely due to higher expenses. The analysis provides insights into the company's financial performance and condition during these years based on calculations of key financial ratios.
The document provides information on the hair care industry in India and the market for hair color products. It summarizes market share information for top brands, presents results from a survey on hair coloring preferences and problems, and introduces a new hair color product called Bellezza by Mac that is targeting women ages 18-45 in metro areas. The product differentiates itself through nourishing ingredients and a chemical that reduces dryness by 80% while increasing shine.
This document provides information on Venky's Chicken, a leading Indian poultry company. It discusses that Venky's is part of the VH Group established in 1971 and is now Asia's largest poultry producer. It offers various processed chicken products nationally under the Venky's brand, and is a supplier to major fast food chains. The document outlines Venky's product range and packaging for retail and institutional customers. It also notes Venky's strong national and global presence and how it promotes the Venky's brand through sponsorships and branding.
This document discusses inventory management concepts including types of inventory, ABC analysis for inventory classification, and inventory control models. It provides examples of deterministic and probabilistic inventory control problems involving determining economic order quantity, reorder levels, and dominant sequences for dynamic demand. The key tradeoffs considered are between inventory carrying costs and ordering/shortage costs.
McDonald's continually aims to build its brand by listening to customers and understanding their needs through market research. It identifies key customer groups and creates a marketing mix tailored to appealing to each group. This involves determining the right products, prices, promotions and restaurant locations. McDonald's analyzes strengths, weaknesses, opportunities and threats to create a strategic marketing plan with objectives and tactics for how to effectively promote the brand and drive customer loyalty over time.
The document discusses the development of a new smartphone application called SH 1. It aims to provide users with helpful information about local shelters, hospitals, and other community resources in a simple, easy-to-use format. The application is still in development and undergoing testing before its planned public release later in the year.
The strategic management group consists of 4 members. Yes Bank was incorporated in 2003 and started financial operations in 2004 in Mumbai as a private sector bank promoted by Ranakapoor and Ashok Kapur with assistance from RaboBank. The bank went public in 2005 with its IPO oversubscribed 30 times. The bank has grown from 2 branches in 2005 to over 250 branches and ATMs across India in 2011 through its strategy of technology leadership, specialized banking services, and treating human resources as strategic assets.
This document discusses right share issues, which allow existing shareholders the right but not the obligation to purchase additional shares at a discounted price in proportion to their existing holdings. It covers the meaning and reasons for right share issues, things to consider before issuing like price and number of shares, the procedure for unlisted companies, advantages like shares at a discount and helpful for troubled firms, benefits like control retention and no public costs, steps in the process, additional factors to ponder, and current examples of companies conducting right share issues.
The document provides information about the history and production process of ice cream. It discusses how ice cream originated in ancient times with frozen desserts enjoyed by Roman emperors. It was introduced to Europe in the 16th century and to America in the 18th century. The first ice cream factories opened in the 19th century and mass production began. The document outlines the key ingredients in ice cream including milk, sugars, stabilizers and emulsifiers. It describes how ice cream is pasteurized, homogenized, frozen and hardened before packaging. It also discusses common ice cream labeling terms like low fat, light and premium that indicate nutritional content and quality.
Mahatma Jotiba Phule was a 19th century social reformer from India who fought against caste discrimination and advocated for women's rights and education. He opened India's first school for girls in 1848. Phule also established organizations to educate lower castes and advocate for widow remarriage. In 1873, he formed the Satya Shodhak Samaj organization to promote equality and end Brahmin dominance in Indian society.
Hank, a 19-year-old American B-24 bomber pilot, wakes up in March 1944 and is assigned to bomb a ball bearing plant in Germany with his crew. During the mission, Hank's plane is shot down by Nazi fighter planes. Stranded in Europe, Hank must now decide whether to travel through dangerous cities in hopes of returning home, or remain where he crashed to receive care. The book follows Hank's journey during World War 2 and the choices he faces as an American pilot behind enemy lines.
This document summarizes the history of advertising in the United States from the late 19th century to the present. It describes how advertising evolved from simple announcements in colonial newspapers to the widespread national advertising of branded goods in the 1880s. The rise of mass media like magazines, radio, and television in the 1920s provided new platforms for reaching large audiences. More recently, advertising has focused on market segmentation and targeting distinct demographic groups. Throughout its history, advertising has typically depicted an idealized version of society rather than reflecting social realities.
Kent is a 21st century healthcare products company based in India with a vision of making the world healthy and happy. Their mission is to produce innovative products that purify water, food, and air to help people live healthier lives. They started in 1999 and are now a strong organization with offices across India and millions of satisfied customers worldwide. Their values include focusing on people, honesty, customers, teamwork.
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1. 1
INTRODUCTION
Eureka Forbes Limited (EFL) is the leader in domestic and industrial water purification multi-
product, multi-channel corporation-part of the Shapoorji Pallonji Group. Incepted in 1982, we
have put 28 years of consolidated efforts to become the undisputed leaders in domestic and
industrial Water Purification Systems, Vacuum Cleaners, Air Purifiers & Security Solutions.
Being Asia‘s largest direct sales organization, our force of 7000 direct personnel touches 1.5
million homes. This is one of the largest networks catering to more than 131 cities and 398 towns
across the country and also have a 10,000 strong dealer sales network and over 58 distributor
strong Industrial Sales Network.
Dedicated to the cause of providing healthier living, today, The company have successfully
established ourselves as a business super-brand and dedicated team works around the clock to
make your lives healthier and more secure! The company has strive to provide the best after sales
service and to achieve the same we have over 1500 service centers and as many as 4500
company trained technicians who visit over 20,000 Indian kitchens daily!
EFL is the Leader in domestic and industrial Water Purification Systems, Vacuum
Cleaners, and Air Purifiers & Security Solutions. EFL is the Pioneers in Direct selling - Asia‘s
Largest Direct Sales Organization.
EFL‘s mission is To Build sustainable relationship with customers as their •Friend for life‘ by
satisfying their evolving health, hygiene and life style need through.
The Aquaguard brand owes its success to Eurochamps (Direct Selling representatives of Eureka
Forbes), who pioneered the Direct Selling concept in India. Today, over 105 laboratories across
the world certify Aquaguard.
2. 2
Eureka Forbes –the Start
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.
Though the company posted profits initially, it suffered a setback in 1992-93, when profits
declined by 50% in comparison to the previous year. The following year, the company even had
to post its first-ever loss of Rs. 42.5 mn. However, gradually the company's products gained
acceptance in Indian markets and company sales picked up. The company began advertising
across various media primarily to familiarize its target segment, housewives, with its products
and introduce it to its salesforce. These advertisements showed helpful salespersons who solved
the problems of housewives. Television commercials typically featured models who appeared
`friendly' and trustworthy. The company also used actors from popular Hindi TV serials, such as
Nitish Bhardwaj and Amar Upadhyay, to enhance the friendly and trustworthy image of its
salespersons.
3. 3
PRODUCTS OF EUREKA FORBES
HOME PRODUCTS:
Vacuum Cleaners
Water Purifiers
Air Purifiers
Security Systems
INSTITUTIONAL PRODUCTS:
Institutional Water Purifiers:- the company has 16 types of
institutional water purifiers
Institutional Vacuum Cleaners:- the company has over 100 types
of institutional
1. Water Purifiers:
According to their catalogue, they
have over 20 water purifiers ranging from Rs.2.000 to Rs.25,000.
Their range of products treats the water with varying levels of
technology. The main difference is that the expensive systems
like the Integra Hi-Life have larger water production capacity per hour. more water
storage capacity, and use the Reverse Osmosis Technology (RO) to treat the water.
Without getting too scientific, Reverse Osmosis water purifiers use a thick membrane to
provide a barrier for solute materials. All particles such as bacteria and viruses are
stopped by the membrane while pure water is allowed to go through.
types of water purifier‘s available:
• Aquaguard Sensa
• Aquaguard Total
• Aquaguard Integra7
• Aquaguard Nova
• Aqua Sure
Market Segmentation
4. 4
Market segmentation can be conducted using a number of approaches including demographic,
geographic, attitudinal, psychographic, and behavioral.
Geographic Variables
Regional: Eureka Forbes has branches in almost all the metropolitan cities and it is
available almost all over the country.
Population density: It is targeted to Urban, Suburban and rural area in India.
Demographic Segmentation
Age: Eureka is targeted to different age groups like young and middle and old age group
as water is a necessity for all age groups.
Gender: Eureka Forbes is targeted to both male and female.
Income: Targeted to middle and high income groups of people.
Occupation: It is targeted to all groups of occupation.
Religion: It is targeted to all kind of religious people.
Psychographic segmentation
Lifestyle – different people have different lifestyle patterns and our behaviour may change as we
pass through different stages of life. Water Filter belongs to a better people with better lifestyle,
hygiene and health conscious people.
Behavioral segmentation
Benefits sought :Eureka Forbes water has created an better image to the consumers
through its quality and better service
Product usage: Eureka Forbes service is open to all type of customers.
Targeting
Eureka Forbes in India has carved a niche as the leading company for water purifiers. RO is one
of the most effective processes of purifying water with high TDS content. Eureka Forbes is
5. 5
setting up alternative and new retail channels to increase the penetration of water purification
devices. Eureka Forbes have a range of non power using products under the Aqua sure brand
which we are promoting through the new channels set up by the retail division. The purpose is to
target 60 million households in urban and rural residential areas which have never used water
purifiers.
Positioning
Eureka Forbes has positioned itself as a cost effective, customer centric organization servicing
the market need for purified water. It will leverage its competitive edge to achieve the desired
positioning. Its competitive advantage is the ability to generate revenue streams for sellers of the
product; this is virtue of network marketing system.
Selling strategies
1. Direct Selling- Door-to-Door Selling
Eureka Forbes has an approach to sales that is well-worn in the West but is not so
common in India. Unlike Procter & Gamble, which relies on closet-size, mom-and-pop stores to
sell its products, Eureka Forbes cuts out the middleman and instead uses a team of young
salespeople to give in-house product demonstrations and convince consumers of a need that they
didn't know they had. In its early days the company only sold vacuum cleaners. It has managed
to persuade Indians to stop boiling their otherwise undrinkable tap water and instead use a now-
ubiquitous water purifier better known as "Aquaguard".
2. Product Segmentation
Eureka Forbes sells different water-purifiers on the basis of classifying their utility and price
affordability. The water purifiers are classified as follows:
AQUAGUARD-ECONOMY
AQUAGUARD- TOTAL PROTECTION
AQUAGUARD-SPECIAL USAGES
AQUAGUARD- DIRECT ONE
3. Making and Growing Relationships- An Irreplaceable Commodity
6. 6
Whether people end up buying Aquaguard from a giant store or a door-to-door salesman, EFL‘s
crew tries to stay close to the customers. After each sale a Eureka Forbes plumber installs the
water purifier. Service technicians conduct periodic maintenance.
Eureka Forbes Vacuum Cleaner
Eureka Forbes (EFL) has come a long way. From being famous (or
infamous) for Pioneering the direct selling in India. The way Eureka
Forbes has pitched in to the market with its wide range of products has
allowed the users to select from the extensive choices available according
to their preferences. Eureka Forbes is a joint venture between Forbes
(India) and Electrolux from Sweden. Eureka Forbes first launched the
Vacuum cleaners in India.
Segmentation
Geographic Variables
Regional: Eureka Forbes has branches in almost all the metropolitan cities and it is
available almost all over the country.
Population density: It is targeted to Urban, Suburban and rural area in India.
Demographic Segmentation
Age: Eureka is targeted to age groups like middle and old age group as they
Gender: Eureka Forbes is targeted to both male and female.
Income: Targeted to middle and high income groups of people.
Religion: It is targeted to all kind of religious people.
Psychographic segmentation
Eureka Forbes had positioned their product as a prestigious product its of self esteem to use
vacuum cleaner to clean the floor compared to the traditional methods. They had strike the
attitude and perception of their people with their successful strategy.
Behavioral segmentation
7. 7
Benefits sought: Eureka Forbes Vacuum cleaner has created an better image to the
consumers through its quality and better service.
Product usage: Eureka Forbes Vacuum cleaner service is open to all type of customers.
Targeting
The objective behind the move is to offer complete cleaning solutions at value-for-money pricing
strategy and develop the specialized cleaning chemical market. . Aqua guard water purifier
targeted at the top of SEC households, this brand has effectively positioned itself as a one stop
shop for pure water. This brand connects very well with the concern of mothers about the purity
of the water at home. The route adopted was not the conventional one of distribution, supported
by advertising. Instead the company created ‗the friendly man from Eureka Forbes‘ and sent him
to homes to fight dirt and germs.
POSITIONING:
The way Eureka Forbes has pitched in to the market with its wide range of products has allowed
the users to select from the extensive choices available according to their preferences. Two major
categories in Eureka Forbes were studied, and it was amazing to see the number of sub-products
under them. Each had distinct features varying from each other in terms of price, function, usage,
etc. In this way, Eureka Forbes has been able to position themselves according to the users
needs, whatever it may be- price, style, functions and so on. Multipurpose Daily Use Vacuum
Cleaner, Suction & Blower Functions, Shoulder Strap were designed for easy usage and in a
convenient hand held position. In such ways, each product is positioned with its exclusive
benefits in the minds of the customers.
Strategies Adopted by Eureka Forbes Vacuum Cleaner
1. Low interest rate: Because of the low interest and since the product benefits needs to be
demonstrated to the customers, conventional distribution was not viable. Hence EFL chose the
less travelled Direct Selling route.
2. Professional Sales Approach
The Eureka Forbes sales man was called Euro champ. It was a tough job for these
8. 8
Salesmen who had to go through the "cold calls" to get a sale. At one point of time,
Because of the aggressive nature of these sales persons, people became scared even to listen to
these sales persons.
1. Eureka Forbes has also tried to position their sales persons as problem solvers rather than
sales officers. The campaigns tried to build the image of a Euro champ as a Friend rather
than one that is after the money.
2. Benefit Positioning As seen in the above segment, Eureka Forbes has introduced a new
product with added benefits at regular intervals in the market. Each product comes with a
specific benefit, apart from the normal features. For e.g.: FORBES products are for Daily
cleaning purpose and EUROCLEAN are for deep cleaning purpose.
Air Purifiers
In addition to the Water Purifiers and the Vacuum Cleaners. Eureka Forbes
also provides Comprehensive Air Purification System to clean indoor air of all
common pollutants, creating a clean, healthy & pleasant environment. Eureka
Forbes offers its products through dealers and institutional sales network.
According to their catalogue, they have over 2 Air purifiers ranging from
Rs.6400 to Rs.9.900. Their range of products treats the Indoor Air with
varying levels of technology. The main difference is that the expensive
systems like the Euro Air Genious have the ability to gauge the level and any
kind of pollution in the house before purifying it.
Security Solutions
Eurovigil from Eureka Forbes provides complete safety for living & business.
Solutions customized for homes, institutions & corporates, each solution from
Eurovigil is tailor-made for unique requirement. An array of products - intrusion
detection, access control, surveillance & (ire detection. the Eurovigil solutions are
state-of-the-art security solutions providing total safety. The strategic tie-ups with
world‘s leading companies in security solutions like Notifier, Honeywell, Bosch and
many others make the Eurovigil systems the ideal solution for homes and business.
9. 9
Security Solutions from Eureka Forbes include 24-hour door watch systems that enable people to see and
speak to their visitors, before granting them access to their your homes.
EUREKA FORBES - SECURITY SOLUTIONS
According to their catalogue, they have over 9 Security Solutions. The products are as follows:
I. Video Door Phone
2. I-See
3. I-Link BlOO
4. I-Link BW 200
5. H 100
6. HW 200
7. OMNE 400
8. VISTA 20P
9. LYNX REN
10. 10
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:
1) Opening of Nana Nani parks for Aged persons
2)Cleanliness & Hygiene campaigns launched in association with reputed NGO‘s
3)Facilitates Pollution watch information
4)Safe drinking water to Earth Quake victims in Bhuj
5)Aids to Cyclone victims in Andhra Pradesh
6)Hosts various religious festivals
7)It does not matter in to what activity they are catering in to; ultimately they have created a good will
and an image of trust in the mind & hearts of the customers.
METHODS OF SELLING
STRATEGIES ADOPTED THAT HAVE MADE EUREKA FORBES A POPULAR BRAND
NAME
TELE
MARKETING
SALES FROM
INTERNET
MAIL ORDER
SALE
LARGE
SCALE FIXED
SHOP
RETAILER
WHOLESALER
AND
RETAILER
DIRECT
SELLING
MARKET
INTERMEDIARIES
11. 11
DIRECT SELLING:
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 is a 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.
Direct Marketing is a method which helps to create a direct connection with the
potential consumer to obtain an immediate response and cultivate lasting consumer
relationship.
The motto of direct marketing is “MAKING THINGS HAPPEN!”
Electrolux brought the Eureka brand to India in 1981 through Eureka Forbes, a joint venture with
FGL. While Electrolux held 40% of the stake, the rest 60% was held by FGL. FGL was a 60:40
joint venture between the construction major Shapoorji Pallonji Group and one of India's largest
business houses, the Tata Group of companies. Eureka Forbes launched its first range of vacuum
cleaners, `Euroclean', in 1982, and established its direct sales division in the same year. The
company's subsidiary for manufacturing water purifiers, Aquamall Water Solutions Ltd., was
also established in 1982.
The company began operations from a single office in Delhi, with just 10 field representatives.
Two years later, it launched the Aquaguard range of water purifiers. As business started picking
up, Eureka Forbes established its dealer sales division in 1985, its industrial sales division in
1986, and its exports division in 1989. During the mid-1990s, the company diversified into
products like mixers and irons. However, as the quality of these products was reportedly very
poor, Eureka Forbes had to discontinue them. In 1994, the company entered the air purifiers
segment. In 1995, Eureka Forbes launched the `Tornado' range of vacuum cleaners and the
`Aquaflo' range of water purifiers, exclusively for marketing through the dealer route.
In 1997, Eureka Forbes diversified into electronic security solutions under the brand name `Euro
vigil'. The company established manufacturing facilities at Bhimtal (Uttar Pradesh, now
Uttaranchal), Hyderabad (Andhra Pradesh) and Banglore (Karnataka). Eureka Forbes also had a
Research and Development center at Bangalore.
12. 12
Advantages of Direct Selling
Easy, Convenient and Private
Goods at lower prices
Close relation between Company & Consumer
It saves the valuable time
Provides more choice
Disadvantages of Direct Marketing
Cannot see and inspect the product
Chances of misleading and Deceiving
The scope of expansion is limited.
Irritation to the consumer
Higher per person cost.
AFTER SALES SERVICE
The company's direct marketing thrust did not end with the conversion of orders into sales.
Eureka Forbes started a customer care network that took care of after-sales services offered by
the company. The company's customer service network comprised over 400 CRC (Customer
Response Centers), covering over 98 towns with more than 4000 sales personnel working under
it. These centers offered a plethora of options to its customers in order to enhance their
satisfaction with their purchases. Some of these options were:
• An `Annual Maintenance Contract', which the customer could enter into after the warranty
period was over.
• Free maintenance for its equipment at medical establishments on a yearly basis—This scheme
was called `Operation Red Zone'.
13. 13
• A mobile service van facility for New Delhi and Mumbai customers.
• `Water Labs' for customers who wanted to reassure themselves about the quality of water
purified by Aquaguard. Representatives from these labs visited customer premises, collected
water samples, and provided test reports to the concerned customer. This service was available in
Mumbai, New Delhi, Kolkata Chennai, Bangalore and Ahmedabad.
• The `Euroclean home contest' gave owners of Euroclean vacuum cleaners the opportunity to
entertain celebrities in their homes, on the basis of a cleanliness contest conducted by the
company. The `Gift a Smile' scheme was introduced to encourage sales personnel to keep in
constant touch with the customers.
• In an attempt to forge closer ties with its customers and push its new products, Eureka Forbes
launched a scheme that gave existing customers the option of getting a new water purifier against
their old model at a discounted price.
• Customers in New Delhi, Chennai and Bangalore could access the central CRC round-the-
clock. Service call-back was guaranteed within 48 hours, since most service personnel were
accessible through pagers
IMPROVING DIRECT SELLING
Enhancing business efficiency: To enhance the efficiency of its direct marketing efforts,
Eureka Forbes implemented various e-biz strategies called B2E (Business to Employee)
exercises.
Periodic reviewTo reduce the time between the occurrence of an event and the receipt of
information regarding that event, Eureka Forbes asked its salespeople to report sales
levels to the head office on a weekly instead of a monthly basis. On the basis of this
information, the head office was able to reduce inventories accordingly. To further fine-
tune its salesforce's performance, the company began ranking salesmen according to their
performance. This information was put on the Internet for other sales representatives to
see and improve their own performances.
Providing information to suppliers: Eureka Forbes regularly provided its suppliers with
information that helped them better plan their production. The company also provided
14. 14
suppliers with their own e-mail identities. An online model was built through which
Eureka Forbes could directly interact with customers over the Internet. In addition, the
company utilized the Internet to enable its six water-testing labs across the country to be
in touch with each other.
Online training sessions: To reduce the costs associated with training new sales
representatives, the company's product managers held online training sessions. These
managers conducted chat sessions with new sales representatives over the company's
network. The transcripts of the chat were also made available in a printed form later on.
No more direct marketing
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. This
mov 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. With this move, Eureka Forbes also planned to increase the sales
revenue generated by the retail division. Eureka Forbes' Senior Vice-President, Sales and
Marketing, Palekar, explained, "While the dealer channel contributes 10% to the overall sales
turnover of the company, the direct sales route contributes 75%."
The same year, in another major departure from the business practices adopted since it began
business in India, Eureka Forbes announced its decision to enter the bottled water market. The
company wanted to position itself as a one-stop shop for products related to providing pure
15. 15
water. Industry watchers questioned this decision, observing that most manufacturers of bottled
water were regional players and very few brands had an all-India presence. Parle's Bisleri
mineral water brand, the only national level player at that point of time, was expected to pose
stiff competition to Eureka Forbes.
The fact that these developments came at a time when the partners in the Eureka Forbes joint
venture, Forbes Gokak Ltd. (FGL) and Electrolux AB (Electrolux), were engaged in a bitter
boardroom battle, added to the air of uncertainty surrounding the company. The tiff had started
in early 1999, when Electrolux announced its decision to walk out of the direct sales business
world over and, consequently, sell off its 40% stake in Eureka Forbes.
Company observers stated that Eureka Forbes could find it difficult to succeed in the retail
business without Electrolux's financial support and marketing expertise. The decisions to shift
from direct selling to retailing and to enter the bottled water segment were being eyed with
suspicion by analysts. Commenting on these decisions, analysts said that since Eureka Forbes
was a relatively new player in the retail business and did not have much experience, it could have
a tough future ahead.
Marketing Mix
PRODUCT
a) Easily available nation wide.
b) Easy to handle.
c) Multiple products launched for each product type.
PROMOTION
a) Active subscription immediately,
b) Right time installation of products.
16. 16
c) Properly repair services against paid AMC‘s.
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.
PLACE
a) Urban educated India that cares for their family.
b) Areas prone to diseases.
c) Strategically chosen locations for