Professional Documents
Culture Documents
Eureka Forbes
Eureka Forbes
Chetan Sharma
Registration No.
1308014484
BONAFIDE CERTIFICATE
Certified that this project report titled
Study of Marketing Strategies of
Eureka Forbes Water purifiers is the
bonafide work of Chetan Sharma, who
carried out the project work under my
supervision in the partial fulfilment of the
requirements for the award of BBA degree
Signature
Mrs. Meenakshi
Handa Guide Registration Number
Place:
CHETAN
SHARMA
Date:
Reg. No
1308014484
ACKNOWLEDGEMENT
I would like thank the Management and sales team of
Eureka Forbes, Dwarka Office, Delhi for giving insight of
their marketing strategies and adaptations in the same.
I would also like to thank my project Guide Mrs.
Meenakshi Handa for helping and guiding me through
this project.
Last but not the least I would like to thank the faculty of
SMU who imparted knowledge on the presentation of
this project.
CHETAN SHARMA
Reg. No 1308014484
INTRODUCTION
Highlights
10 billion multi-product, multi-channel corporation part of the Shapoorji Pallonji Group
Over 7,000 employees
Leaders in domestic and industrial Water Purification
Systems, Vacuum Cleaners, Air Purifiers & Security
Pioneers in Direct selling - Asia's Largest Direct Sales
Organisation
A strong service network that backs up sales efforts,
Supported by Call Centre, Customer Care
Representatives & Mobile Service Vans and 24 hour
helpline for customers - Eurohelpline
RANGE
COMPETITORS
Kent grand
Hindustan unilever pureit
Philips intelligent
Whirlpool Pure Fresh
Jaipan Water Purifier
STRATEGIES
Strategies Adopted That Have Made Eureka Forbes A
Popular Brand Name
Direct Marketing
Advertisement Campaigns
Dedicated Service Help-line
Marketing Mix
Direct Selling- Door-to-Door Selling
Product Segmentation
Making and Growing Relationships- An Irreplaceable
Commodity
OBJECTIVES
The main aim of this research is to
study the
Marketing Strategies followed by
Eureka Forbes Water Purifiers in West
Delhi
Understand the effectiveness of
those strategies shortcomings if any.
Measuring attitude of the customer
for the product through survey.
LITERATURE REVIEW
Historically, marketing strategy formulation is viewed as an antecedent to performance
outcomes (Lages 2000). It is the modus operandi that allows an organization to concentrate its
limited resources on the best available opportunities to increase sales and achieve a
sustainable competitive advantage (Michael Baker 2008 Marketingstrategy has been a salient
focus of academic inquiry since the 1980s, according to (Mavondo 2000). There are numerous
definitions of marketing strategy in the literature and such definitions reflect different
perspectives (Li et al 2000). A traditional definition of marketing strategy is a plan for pursuing
the firms objectives or how the company is going to obtain its marketing goals with a specific
market segment (Orville and Walker 2008; Theodosio, Leonidus, 2003; Kotler,Armstrong, 2009)
while Brodrechtova (2008) explains that marketing strategy is a roadmap of how a firm assigns
its resource and relates to its environment and achieves corporate objective in order to
generate economic value and keep the firm ahead of its competitors. In laymen terms it is to
determine the nature, strength, direction, and interaction between the marketing mix-elements
and the environmental factors in a particular situation (Li et al 2000). According to Levie(2006),
the aim ofthe development of an organizations marketing strategy development is to
establish, build, defend and maintain its competitive advantage. A thorough analysis of the
newest scientific articles on strategic management and organisational behaviour indicates that
71% of them analyse company performance as a dependent variable, 12% of them analyse
itas an independent variable while 11% ofthe studies analyse performance as a dependent as
well as an independent variable (March and Sutton1997)
While studying the marketing strategy, how a direct marketing expert has focussed print and TV
advertising to barge into tier two cities.
RESEARCH METHODOLOGY
Methodology
Selection of descriptive research method design is done for research.
Method of Sampling
The procedure of selecting units is called sampling. There are two basic
sampling methods
Probability Sampling
Random Sampling
We have adopted random sampling method.
Sampling Unit
Customers
Sample size
40 respondents
MEASURING ATTITUDE
This is a learned pre disposition to behave in a consistently favorable occur,
in favorable way with respect to a given object (product, brand, retail stores
etc). Attitude is learned and consistent.
RESEARCH METHODOLOGY
Statistical Tools & Techniques
Pie Chart with the help of Microsoft excel and other statistical
techniques will be used.
Tools
Questionnaire method
Data Collection
Primary Data Collection: Questionnaire filled by a selected group
of people.
Secondary Data Collection: The data has also been collected from:
Books & Magazines
Internet
DATA INTERPRETATION
Data interpretation is segregated into
3 main parts: Competitors Analysis
(a) Product Satisfaction
(b) Product Improvements
Company Analysis
These are explained below with proper
and authentic data (percentages),
acquired from the market survey.
Competitors Analysis:
Initially Eureka Forbes was the only company manufacturing water
purifier, in West Delhi. It used to enjoy a monopoly market. People there
were not aware of any other brand. But with changing times, other
companies had emerged with their technologies and products. With the
help of branding and media these company has gained a little
importance in the town of West Delhi. Though the mass of the population
is still using Eureka Forbes- Aqua guard, but still people are aware of
some of the brands which have emerged. They are as follows:
Philips- Intelligent Out of 40 respondants 4% are aware of this product
Kent Guard Again only 4% are aware of this brand
Hindustan Unilever 8% of the people are aware of this brand
Blue Star Only 2% know about this product
Kenstar Around 6% of the respondants know about Kenstar water
purifier
Aqua fresh water purifier P7 Only 1% of the total respondants were
aware of this brand.
Product Satisfaction:
Product Improvement;
Although most of the people of West Delhi
are using Aqua guard, still the product is in
a requirement of improvement in certain
things. They are
E boiling technology should be more user
friendly so that it can be easily handled by
less educated people.
Service should be improved in order to
maintain long term relationship with the
clients.
Company Analysis:
Few years back a poisonous chemical, Arsenic, was found
in the drinking water of West Delhi, which had harmed
many residents. From that time people became very
cautious about pure drinking water and decided to use
water purifier in their regular life. That was the time when
Eureka Forbes Aqua guard came into existence. It was the
only product which was there in the markets of West Delhi.
The people started using it and Eureka Forbes started
enjoying a monopoly in the market. Although other new
companies have come up with their products, still most of
the people do not want to shift to any other brand. Aqua
guard has earned the faith of the people of West Delhi.
Aqua guard has become a generic name for all water
purifiers.
LEVEL OF SATISFACTION
CONCLUSIONS
There are certain terms of sampling which helped us to reach to
this conclusion
of the project. They are: Extensive use Television advertising primarily for brand building.
Eureka Forbes is mainly in the business of direct selling, the
components of our advertising are built around opening more
doors for the sellers.
The survey has showed and proved that Eureka Forbes is
enjoying a monopoly in the markets of West Delhi.
We have found out from the survey that people use the word
Aqua guard as a generic name for all water purifiers no matter
to which company and brand it belongs to.
Moreover our survey has showed that most of the people are
using aqua guard in their work place as well as in their homes.
RECOMMENDATION & SUGGESTIONS
Although Eureka Forbes- Aqua guard is capturing a large
market share, still there are certain things which the
company should take care of. They are: Maintain long term customer relationships by providing
valuable after sales service,
Promotional events should be done in a regular basis to
keep the people aware about the new technologies and
products and also to prevent new companies from
capturing the market,
The company should take initiative to give maximum
features and design in minimum price range.
The company should also focus on Social Media
Marketing to capture new generation.
BIBLIOGRAPHY
From Sales obsession to Marketing
Effectiveness by Philip Kotler ( Page
67-75)
www.eurekaforbes.com
http://knowledge.wharton.upenn.edu/a
rticle/moving-beyond-direct-sellingeureka-forbes-embraces-digital-custo
mer-service/
www.icmrindia.org