A PROJECT REPORT

ON
MARKETING STRATEGY AND
SALE
EUREKA FORBES AQUAGUARD
(WATER PURIFIER)

Submitted by:
NIGAM PRASAD PANDA
19PGDM-BHU043
IMI-BHUBANESWAR
CERTIFICATE
 ACKNOWLEDGMENT

I feel great pleasure for completions on this field base project. I would express my
sincere and deep sense of gratitude to both the company employees, Aquaguard
water expert and consumers during the collection of data and gave me valuable
guidance for the preparation of this report.

I take this opportunity to express my gratitude and appreciation to my project

guide Mr. Saumya Kanta Swain (AFSO) to give me the opportunity to do this
project work under EUREKA FORBES.

Again, I take this opportunity to express gratitude and appreciation to my project

guide Mr. Millan Kumar Swain (FSE) to give me the opportunity to do this project
work under S.N. ENTERPRISES franchises of EUREKA FORBES.
 DECLARATION

I, Nigam Prasad Panda student of IMI-Bhubaneswar hereby declare that the work
is done by me and to do the field project report entitled “MARKETING STRATEGY
AND SALE EUREKA FORBES AQUAGUARD (Water purifier)”. This report is done
under the guidance of Mr. Saumya Kanta Swain (AFSO) and Mr. Millan Kumar
Swain (FSE).

NIGAM PRASAD PANDA

 Executive Summary

This report is all about to show a Marketing plan for Eureka Forbes Aquaguard
water purifier products; with reference, the report shows the plan that how can
Eureka Forbes Aquaguard offers new products in the market. With respect to this,
the report contains comprehensive marketing strategies of Eureka Forbes
Aquaguard to increase the market share as well as product sales. It includes
situation or market analysis and competitors analysis. The report shows the
Eureka Forbes Aquaguard objectives and segmentation, targeting, positioning as
well as market mix marketing strategies in terms of its 4ps.

This analysis would help me as well as the organization to understand the problem
better and accordingly take the necessary decision to overcomes the service
failure as well as gives customer satisfaction and improve it.

This report also contains the direct selling process of the company and include
their several other strategic approaches to their customer and provide service
after sales.
TABLE CONTENTS

 Introduction
 Company Profile
 Eureka Forbes – “Your Friend For Life”
 Water Purification
 Vacuum Cleaning
 Air Purification
 Home Security Solutions
 Field Study Scenario At S.N Enterprises
 Distribution Channel
 Marketing Mix
 SWOT Analysis Of Aquaguard
 STP(Segmentation, Targeting & Positioning)
 Maximum Reasons To Buy
 Brand Ambassador
 Services
 Payment Method
 Return and Replacement Policy
 Follow Us
 Consumer Behavior Analysis
 Competitor
 Conclusion & Recommendations
 Contact Details
INTRODUCTION
Approximately 70% of diseases in India are caused by the poor quality of water in
both urban and rural areas. However, awareness of health risks linked to unsafe
water is still very low more in rural areas than the urban city. Most of the cases
few people are boiling the water or use domestic candle filters. Urban people
definitely more health-conscious and understands the necessity of purifying water
before consumption due to several diseases and kidney failure as compared with
rural people. It is estimated that roughly more than 50% of Indians use manual
water purifiers and more Indians need to aware of the importance of installing
water purifiers with advanced technology such as RO, UV, TDS controller.

Electrical or chemical-based home purification systems are most suitable for

households consumer because the main contaminants are however the
microorganisms and it requires to clean properly before consuming. UV purifiers
and advanced chemical-based systems deal effectively with viruses and bacteria
and that’s why UV based purifiers are the most widely used water purifiers all
over in India. It is estimated that around 60% of urban dwellers do not purify
water as many of them are from a low-income background and cannot afford UV
or RO purifiers.

They are the potential buyers of economical but effective chemical purifiers that
are marketed by Eureka Forbes Aquaguard and Kent Pureit like company tapping
aggressively. Economical effective chemical purifiers are the market size of 40% of
water purifiers sold and these are becoming increasingly popular as they are
affordable and effective.
COMPANY PROFILE
Eureka Forbes Limited is India’s leading health and hygiene brand with a multi-
product, multi-channel organization having a gross group turnover of Rs. 29,612
million for the year ending 31st March 2018. As a part of Shapoorji Pallonji Group,
Eureka Forbes’ provides a wide range of products focusing on 4 categories such as

Product Portfolio

 Water purification
 Vacuum cleaning
 Air purification
 Home security solutions

It has a base of 20 million happy customers, based on 1,500 cities and towns in
India and all over 53 countries in the world.

Eureka Forbes has a number of dealer and institutional channels, an inventive

business partner network and one of the most expansive service networks all over
in India. In its 37 years of existence, Eureka Forbes has been a top leader in direct
selling in India also and today is one of the largest direct-selling companies in the
world. Its water purifiers Aquaguard is the premium water purifier brand of
Eureka Forbes. Aquaguard had numerous Indian and international awards for its
advanced technology and chemical-based water treatment.

Recently, Eureka Forbes provides advanced technology in its purifiers such as

 Active Copper
 Active Copper max
 Neutron
 Bitron
 Mineral guard technology
EUREKA FORBES –“YOUR
FRIEND FOR LIFE”
Customers have always been the center of business for Eureka Forbes and of the
most marketing strategy is to be in close and constant touch with there customers
listening to them and understanding their needs. Eureka Forbes has also taken the
initiative to educate their customers to change there perceptions and practices in
terms of basic knowledge about its product and different kind of services.

According to the Eureka Forbes officials “A sale is only the beginning of the
relationship”, however, the company makes special efforts to let the bonds of
friendship endure through there service. Each employee and customer service
executive at Eureka Forbes strives hard to make each individual customer there
“friend for life”. Eureka Forbes has developed its customer service wing in such a
manner that no customer will file in the consumer court. Another important way
to generating revenue comes from its significant part from relationship marketing
including service contracts, spares and accessories sales, product up-gradation
and new references.
WATER PURIFICATION

The Dr. Aquaguard, Aquaguard and Aquasure range of purifiers built with the most
efficient way to match your needs including technology like RO and UV and
delivering not just pure but healthy water as well as provides purifiers within a
price range of MRP ₹595 to MRP ₹32690.

Technology Storage Capacity

ION-EXCHANGE TECHNOLOGY 3 Litres
UV+ 4 Litres
UV+UF 6 Litres
RO+UV+MTDS 7 Litres
GREEN RO 8 Litres
RO+ 8.5 Litres
RO 10 Litres
UV 16 Litres
GRAVITY No Storages
Installation Type Source Of Water
Table Top Municipal Corporation
Wall Mounting Borewell
Wall Mount / Table Top Tanker
Under The Sink Multiple Source
Under The Counter

It gives you the opportunity to get your exact match on your range.

VACUUM CLEANING

Various range of Euroclean and Forbes vacuum cleaners clean both wet and dry
surfaces of your indoor, outdoor and car with deep cleaning technology adds a
new look and feel to your living space are priced between MRP ₹2499 to MRP
₹22,990.

Products:
WET & DRY VACUUM CLEANER DRY VACUUM CLEANER

UPRIGHT VACUUM CLEANER HANDEL VACUUM CLEANER

AIR PURIFICATION

The wide range of Dr. Aeroguard and Aeroguard purifiers air within an area
ranging from 2.79 sq. mt. to 102.19 sq. mt. within a price range ₹4,999 to MRP
₹39,990.
It can be easily installed in your living area, kitchen room etc.

Products:
 SQ FT BETWEEN 300 TO 799 SQ FT BETWEEN 800 TO 2000

HOME SECURITY SOLUTIONS

Eurovigil Security has 10 million households with 1100 service partners and 5800
trained technicians in key cities. It secures home, office and different organizations
with 360-degree protection from threats with its most advanced electronic
security system.

CCTV Cameras
IP Camera HD Camera Network Video Recorder
I View IP 200 2MP CCTV – I View HD200 (IR Dome) Discover IP 4ch
I View IP 300 1MP CCTV – I View HD300 (IR BULLET) Discover IP
I View IP 300 2MP CCTV – I View HD400 (IR VARIFOCAL) Discover IP 16ch
I View IP 400 2MP EUROVIGIL I VIEW HD 500 PTZ

Access Control System Electronic Security Systems Fire Alarm Conventional

I Detector Biometric Access For Home 2 Zone ControlI
Deter 300 4dc Network Controller Commercial 4 Zone Control
Biometric Access For Society
Digital Door Lock For Banks & Jewelers
4D – 360° Home Security Solutions ComplexFor On & Off Premises

Field Study Scenario at S.N

Enterprises
I started my field study about Eureka Forbes Aquaguard water purifier product in
S.N Enterprises, Sum Hospital, Bhubaneswar. At first, I know about their marketing
strategy in terms of sales, customer service, product promotion, door knocking as
well as taking 4 references from the existing customer. They are basically focused
on new product launch, fieldwork, sales target in a month and product
demonstration.

 Product launching in Bhubaneswar

 Weekly training
 Fieldwork
 Incentive on sale
 Target in a month
Product launching in Bhubaneswar

The company organized a product launching event in Bhubaneswar. Where all

employees of Odisha state region get together to celebrate the event. In that
event Eureka Forbes launching new products for different divisions, So that it
provided the proper knowledge and proper guidance to their employees.

Weekly training

Weekly training program conducted by the company to provide proper knowledge

to its AWE (Aquaguard Water Executive) agent. Basically, they provide training
program into various modules such as

 Sales-person profile
 Industry module
 Pitching of products

In the sales module, they concentrate on the basis of a sale person that is all
about how to talk, how to walk, what should the attire of a sale person, etc.
In the industry module, the Aquaguard provides all the information about the
product and training about the product and also gives information about the
coming product of the company as well as after sale service and repair.
In the pitching training, Aquaguard provides knowledge about how to do the
pitching of a product, how we going to present our product in front of the
customer. How to give a demo, how to convince the customer toward the product
and at last how to close the deal.

Fieldwork

In the guidance of FSE (Field Sales Executive) all the AWE (Aquaguard water
executive) went to fieldwork with different strategies. At 08:00 a.m all the AWE
get together at the S.N Enterprises. Sometimes AFSO (Assistance Field sales
officer) guided the meeting. After that, all the AWE went to door knocks. At 11:00
a.m all went to different locations to put stalls for a product demonstration. Some
targets of AWE are such as:

 Total Door knocks in a day : 100

 Appointments in a day : 10
  Demos in a day : 20
 Sale in day : 05

Incentive on sale

S.N Enterprises provides a different incentive to achieve the sales target by AWE
as well as provides bike, petrol, accommodation. Besides that to motivate the
employee's company having different incentive schemes on the basis of weekly,
monthly and quarterly basis.

Target in a month

S.N Enterprises gives target to all its Aquaguard Water Executive on its
performance basis in a month. It directly indicates to measure the performance of
each individual. All the promotions, bonuses and incentives depend on achieving
the target.
DISTRIBUTION CHANNEL
As we know that Eureka Forbes Water Purifier Aquaguard is a consumer durable
product and its distribution channel network is given below.

Eureka Forbes Factory

Manufacture

Trucks/Railways

Ware House

Local

Franchise

Consumer
Basically, Eureka Forbes distribution network is divided into four categories :
 Direct Sales
 FBP
 FDO
 DEALER
Direct Sales

In this distribution system company sales in the direct sales methodology. All four
categories of products are sold to a consumer directly. All the newly launch
products available here 1st. Consumers could get all the services directly from the
company. In this system, there is no discount available so the consumer has to pay
a high price as compared to other distribution systems.

FBP ( Franchise Business Partner )

In this distribution system company provides franchise partners to carry forward

its business to another level. In FBP all the newly launched products are available
after 1 to 2 years of time compare to SSD. The FBP has that authority to provide a
discount of 16 to 21 percentage to the customer and that is implemented by the
company. It also provides other facilities for repair maintenance and customer
services.

FDO ( Franchise Direct Operation )

In this distribution system company provides a direct order of the product and
distribution to carry forward its business in an effective manner. Basically, the
company more focus on sales and services in this network. The FDO has that
authority to provide a discount of 14 to 21 percentage to the customer and that is
implemented by the company.

DEALER

In this distribution system company provides authorized dealers to develop its

business and make sure the availability of products to each target market. A new
product is available here more than 2 years after launch. The DEALER has that
authority to provide a discount of 1 to 30 percent to the customer and that is
implemented by the company. Basically, it gives high discounts to the customer.
MARKETING MIX
It is all about the combination of four Ps of marketing that gives the idea of the
right product with effective price at the right place as well as implementing
promotion strategy.

Marketing Mix

Product Price Place Promotion

Product:

 Aquaguard easily available all over India.

 Aquaguard has multiple functionality and easy to handle.
 Various products launched for a different customer segment.

Price:

 Wide range of product prices available target different customer bases.

 Aquaguard has a low cost of maintenance and customer services.
 Compared to other competitors aquaguard offered the best prices.
Place:

 These days all the people in various places need purified water due to pollution.
 Basically, more focus should give poor water quality areas prone to diseases.
 Strategically chosen locations for catching the eye of potential consumers.

Promotion:

 Aquaguard provides an active subscription immediately by the company.

 Right time installation of products by aquaguard water executive.
 Post maintaince and repair services against paid consumer.
 Service during the warranty and guaranty period.

SWOT ANALYSIS OF
AQUAGUARD
Strength : Weakness :
 Aquaguard has a strong brand  Service quality needs to improve.
image.  After sale service catering to the
 Aquaguard has a strong unlimited customer.
distribution network.  Due to a huge customer base,
 Achieve various certifications. survey the system periodically
 It has high quality products. not possible.
Opportunities : Threat :
 Distribution system for rural  Need for creating general
market area. awareness.
 Strong promotional mentors  Kent is the 50:50 competitor.
necessary to focus on business  Adopting new technology.
growth.  Government rules and
 Aquaguard should target the regulations.
international market.

STP(Segmentation, Targeting
& Positioning)
Market Segmentation

Basically, It helps segmentation to create consumer groups to target in the market.

 Demographics segmentation:
In the case of this segmentation, Eureka Forbes Aquaguard has segmented as
domestic as well as commercial product group that serves family, society, office or
organization.

 Psychographics and behavioral segmentation :

In this case, Eureka Forbes Aquaguard has this segmentation to answer that why
consumers need their products and about the consumers who have interests in a
wide range and purchasing habits.

 Geographic segmentation:
On the basis of this Eureka Forbes Aquaguard has segmentation to serve its target
customers all over the world with its major markets in India. It has already started
its business in 53 countries.

Targeting

As for market segmentation, Eureka Forbes Aquaguard has a niche market to

serve that is household family or organization segmentation and provides required
products in various range as compare to installation capacity or technology basis.
Following are some target strategies of Eureka Forbes:

Its target strategies include aggressive marketing to make aware its target
consumers about its product and even Eureka Forbes Aquaguard make its target
consumers enable to get their desired products through door knocking, putting
stall in various location as well as give demonstrations and free trail to people.

Apart from this, its targeting strategies include sponsorship of its products
through various events with the objective of providing purified water to its
consumer base.

Market Positioning

Eureka Forbes Aquaguard has positioned itself in the mind of its target customers
as a leader in the water purifier industry and made such products that satisfy its
niche market with customer satisfaction. It's Unique Selling Proposition (USP)
slogan “PAANI KA DOCTOR” has targeted customers to buy the product with a
sense of inspiration and confidence to build good health.

Its positioning strategies are basically strengthened the current position, search &
occupy the unoccupied position as well as deposition or reposition the
competitor.

MAXIMUM REASONS TO BUY

Particulars Maximum Outcomes Benefits to you

Brand Aquaguard A name you trust

Purification stages 6 Assurity of safe water
Additional purification UF & UV Double protection from viruses
Storage Capacity 3-16 ltrs Extra storage
Alert System Yes Safety on purification
Water level indication Yes See the water amount anytime
Cartridge capacity 6000 ltrs Double cartridge life
TDS removal Upto 2000 ppm Assurity of sweet water
Max. turbidity 15 NTU Crystal clear water
tolerance
Widest service network 2485 Service partner Fastest service delivery
BRAND AMBASSADOR
Eureka Forbes health and hygiene brand water filter Aquaguard firm signed
Madhuri Dixit, Nene and her husband Shriram Nene for a Rs 100 crore ad-
campaign as brand ambassadors. A social initiative is taken by the Aquaguard
brand for awareness campaign with the slogan “PAANI KA DOCTOR”. Its main
objective is to provide 5 liters of purified water to the people those are really need
it as well as make a brand promotion strategy.

SERVICES
Eureka Forbes Aquaguard offers various indoor and outdoor services in terms of
product delivery, installation and tracing the order as well as in terms of customer
care post repairing and maintenance service.
PAYMENT METHOD
Several kinds of payments are accepted by the Eureka Forbes Aquaguard for
shopping purposes such as

 CREDIT CARD
 DEBIT CARD
 EASY EMI OPTIONS
 NET BANKING

RETURN AND REPLACEMENT

POLICY
Eureka Forbes Aquaguard gives utmost priority to customer satisfaction. It provides quick
returns, replacements, exchange & cancellations to retain its brand value as well as
customer retention. It also provides 30 days money-back guarantee which will help a
worry free shopping experience for the customer. For an unsatisfied customer, you can
return the product with its original packaging to take your refund. The steps are given
below.

FOLLOW US
To know as well as an update about the new product launch, services and any
offer you can follow them website also in various social media platform such as :
CONSUMER BEHAVIOR
ANALYSIS
Basically, there are three factors affecting consumer behavior such as
psychological, personal and social. To analysing consumer behavior I create a
google form with several questionaries about the Eureka Forbes Aquaguard brand
water purifier. I take all the responses on date 30/11/19 after closing that link.
That link is given below for reference.

https://docs.google.com/forms/d/1177tf3btimpkqI7f0Y_i68Ouu4MW8jDfNt9LNE3ubno/edit#responses

Consumer behaviour has a significant impact on decisions making process related

to customer or public relations and marketing strategy. It provides me not only
vital information regarding the thought process of consumers but also help me
understand several factors such as

 Attitudes
 Cultures
 Perceptions
 Lifestyle
Due to the poor quality of water as well as the pollution now a days maximum
numbers of people preferred water purifiers before consuming it.

From the above pie chart, 50 percent of people are using an Aquaguard water
purifier as well as another 50 percentage of people are using its competitor brand
water purifier.
Most of the consumer wants to know about the product details as well as some
basic technical knowledge in terms of demo or free trial before purchase. In the
above pie chart, more than 80% of people demand this requirement.

For the case of sales promotion and advertisement, I consider all the above
sources through which people came to know about the product. Equal numbers of
people consider that social media, television and mouth publicity are parameter
which plays a big role to enhance the brand value and image.
In India market scenario most of the domestic families prefer an Aquaguard water
purifier in the price range of 5000 to 20000. In the above pie chart, more than
70% of people consider 5000-20000 should be the effective price range for an
Aquaguard water purifier. In the case of an average income family price range
above 30000 nobody response to their interest to purchase.

COMPETITOR
There is various company manufacturing water purifier with several price range
and advanced technology. Some of the company and their products are such as

 Kent Grand
 Hindustan Unilever Pureit
 Philips Intelligent
 Whirlpool Pure Fresh
 Krona
 Euro Fabs
 Kentstar Water Purifier
 Aqua Fresh Water Purifier
  Euro Rive Water Purifier

The above graph indicates that the Kent water purifier is one of the closest
competitors of the Aquaguard water purifier. More than 80% of people responded
that Kent is as good as in market share, brand image and quality of services.
Eureka Forbes Aquaguard brand water purifier product provides good quality of
services as 44.1% people response good and rank it as 4 in quality of service from
the 5 points evaluation system.
CONCLUSION &
RECOMMENDATIONS

It is seen from the market survey and consumer behaviour analysis that
Aquaguard has the potential to execute its objectives and can offer new products
and expand its brand to the niche market in any corner of the world.

These are the below strategies and suggestions I have recommended to

Aquaguard. The following points are such as

 The UV, UF, RO and RO+ water purifiers should be targeted in different areas
according to the T.D.S. of water.
 Aquaguard must develop its technology rapidly as compared with other
competitors.
 As our body requires minerals which are most of the time we get from the water,
due to the extensive water purification that minerals are washed away.
 I think Aquaguard should focus on purified water added with minerals rather than
on RO+UV such as similar technology.
 It should take some of the personal details of the consumer as well as the family
members so that at the time of services, the aquaguard can provide the right
products to the right consumer with maintaining the right parameter. For example,
water TDS less than 100 is considered good for a normal person whereas a sprinter
needs water with a TDS level of approximately 120 to 150.
 Eureka Forbes could merger and acquisition with other companies in different
countries to expand its business and to implement its global growth strategy to
attain sustainable and long term growth in business.
 In terms of product promotion and awareness, Aquaguard should consider for
sponsorship in the global level event such as world cup, FIFA, Olympic.
CONTACT DETAILS
Consumer : Company Employee:
Mr. Manas Ranjan Panda
k-8/944, Sum Hospital, Bhubaneswar
Mob: 9937845804

Mr. Dibani Sankar Pani

Block colony, Dhenkanal
Mob: 9884504308

Mr. Abinash Dash

Bhuban, Dhenkanal
Mob: 7978936992

Dr. Dillip Kumar Dhal

Badambadi, Cuttack
Mob: 9337215624

Dr. Apsana Pradhan

Burla, Sambalpur
Mob: 8763216388

Er. Sumanta Kumar Mahalik

Apanda, Bhadrak
Mob: 9778122442