kulwinder kaur

B.Com (H)II Year

2017-18

REGIONAL COLLEGE
OF PROFESSIONAL STUDIES & RESEARCH
Affiliated to MJP Rohilkhand University, Bareilly

Pilibhit Bypass, BAREILLY (UP)

PROJECT ON

EUREKA FORBES

(LOGO OF PROJECT COMPANY)

2016-2017

SUBMITTED BY:

BALWINDER KAUR

B.COM. (HONOURS) – II Year.

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REGIONAL COLLEGE
OF PROFESSIONAL STUDIES & RESEARCH
Affiliated to MJP Rohilkhand University, Bareilly
Pilibhit Bypass, BAREILLY (UP)

CERTIFICATE
THIS IS TO CERTIFY THAT THE PROJECT TITLED

“EUREKA FORBES”
(Title of Project)
HAS BEEN PREPARED BY

BALWINDER KAUR
AS PER REQUIREMENT OF CURRICULUM OF B.COM. (HONOURS)- II Year.
THIS WORK IS AS PER GUIDELINES LAID OUT FOR THE SAME AND IS WORTHY OF
APPROVAL.

Signature of Panel of Teachers

Dr. Anjali Chaudhary
Dr. Priya Verma
Miss Surya Lata
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REGIONAL COLLEGE
OF PROFESSIONAL STUDIES & RESEARCH
Affiliated to MJP Rohilkhand University, Bareilly

Pilibhit Bypass, BAREILLY (UP)

ACKNOWLEDGEMENT
I AM EXTREMELY THANKFUL TO ALL THOSE WHO HAVE HELPED ME IN COMPLETION OF
MY

PROJECT TITLED

“EUREKA FORBES”.

MY PROJECT WOULD NOT HAVE COMPLETED WITHOUT THE ENCOURAGEMENT,

GUIDANCE AND MOTIVATION PROVIDED TO ME BY Dr. Anjali Chaudhary, Dr. Priya
Verma and Miss Surya Lata mam. LASTLY, I WOULD THANK ALMIGHTY GOD FOR
GIVING ME COURAGE, WILL AND INTELLIGENCE TO COMPLETE THIS WORK.

Surendra kumar

B.Com. (Hons)

II Year
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CHAPTER 1

RESEARCH METHODOLOGY
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RESEARCH METHODOLOGY

METHODOLOGY:

Research methodology is a way to systematically solve the research problem. It may be

understood as a science of studying how research is done scientifically. In it we study the various

steps that are generally adopted by a researcher in studying his research problem along with the

logic behind them. It is necessary for the researcher to know not only the research

methods/techniques but also the methodology.

As we know that for the achievement of any goal, a proper methodology should be adopted. In

the same manner for the success of a project, it is necessary to have a clear methodology.

Therefore in the research methodology following terms are included: -

 Research Design

 Data at a Glance

 Data Col lection

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RESEA RCH DESIGN

A research design is purely and simple the framework or plan for that guides collection and

analyzing of data.

Research design is a systematic way to achieve the desired objective in a right manner. It is a

blue print used to guide the future course of action. It may be worthwhile to mention here that a

research design is nothing more than the framework for the study.

The design decision happens to be in respect of:

 What is the study about ?

 Why is the study being made ?

 Where will the study be carried out ?

 What type of data is required ?

 Where can the required data be found ?

 How will that data be analyzed ?

 In what style will the report be prepared ?

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TYPES OF RESEARCH DESIGN

 EXPLORATORY RESEARCH DESIGN

 DESCRIPTIVE RESEARCH DESIGN

 EXPERIMENTAL RESEARCH DESIGN

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CHAPTER 2

INTRODUCTION
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INTRODUCTION

EUREKA FORBES LTD.

In 1982 a start was born. Born of an idea whose time had come? Yes,

the time had come for a company that would give business a new depth and

dimension. That company was Eureka Forbes. Here was a company with a

vision of ushering in a change in the life style of Indians .

Two well known names in the corporate world, FORBES FORBES

CAMPBELL, a Tata associate company, and ELECTROLUX AB of

Sweden came together in a joint venture to set up Eureka Forbes ltd.

ELECTROLUX is a world leader in consumer appliances and has a

operation in more than 40 countries around the world.

Eureka Forbes started of as a one product, one location, 20 person

venture as recently as 1982. Eureka Forbes has crossed mile stones which

most organization take a few generation to record. The company introduced

the vacuum cleaner and water purifier, product that were consider by many

to be a heat of their time. The company used a master stroke of innovation -

DIRECT MARKETING.

This brought the company in direct contact with it's customer &

provided did an opportunity to educate and demonstrate to the customer the

advantages of our product with in the customers home.

Today's direct sales divisions of Eureka Forbes operates out of 125

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customer response centers in over 85 town and has a 3000 strong sales force

the largest in Asia . Apart from that it. has a. dealer sales divisions which has

2500 strong dealer network, and industrial sales division that caters to the

cleaning and housekeeping requirements of institutions. Eureka Forbes also

exports its quality product to international market.

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The company has three factories at Bangalore, Bhimtal & Hyderabad,

and an R&D centers at Bangalore which is recognized by the government of

India. It also has a service network of 300 offices all over the countries.
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CHAPTER 3

ORGANIZATION STRUCTURE
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ORGANIZATION STRUCTURE
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CHAPTER 4

PRODUCT RANGE
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PRODUCTS
Products and Services

Eureka Forbes offers products for both, household and institutional purposes. Its core products

are consumer durable products (which include water purifiers, security systems, air purifiers and

vacuum cleaners) and ancillary services.

Home Products

Water Purifiers

Eureka Forbes offers water purifiers which help in removing bacteria,

algae, viruses, fungi, suspended particles etc. from water and make if fit

for drinking. It is quite better than the traditional water purification like

filtration and sedimentation[citation needed]. The purifiers are equipped with E-

boiling +, UV+, RO+ UF+ and SMP+ technologies .

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Air Purifiers

Eureka Forbes air purifier products are beneficial to allergic and asthmatic patients and can be

used in home and commercial establishments.

Vacuum Cleaners

Eureka Forbes vacuum cleaners are available under two categories: Euroclean and Forbes.

Vacuum cleaners can also be classified as "only dry" OR "wet and dry". These vacuum cleaners

are air pumps which suck up dust and dirt in a dirt bag by creating partial vacuum.

Institutional Products

Industrial Water Purifiers

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Eureka Forbes offers customized total water treatment solutions for both commercial as well as

industrial purpose. These could be either membrane-based, reverse osmosis or UV-based

purifiers.

Cleaning Equipment

Eureka Forbes industrial cleaning equipment include commercial vacuum cleaner, hardfloor

cleaner, scrubbers and maintenance equipment and high-pressure cleaners.

Services

Forbes facility services and Forbes Pro Railway Solutions[6] are two of the services offered under

the ambit of Industrial services. It leverages its technical expertise and offers professional

mechanized housekeeping and other services to industrial customers. Forbes also offers

mechanized cleaning services to Indian Railways and is ISO 9000, 14000 and 18000 certified.

Corporate Social Responsibility

EuroAble
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Eureka Forbes in association with National Society for Equal Opportunities for the Handicapped

(NASEOH) launched EuroAble, India's first state-of-the-art call centre manned by people with

special needs.

Customer Confidence Centre

As the majority of the sale happens by direct selling to customer by the sales person (trained

health specialist of Eureka Forbes) there have been some unfortunate incidents where people

disguised as Eureka Forbes salesperson indulged in unethical or fraudulent activities.[citation needed]

Eureka Forbes launched its Customer Confidence Service[7] which enabled the customer to verify

the salesperson by his unique ID and password

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EUREKA FORBES PRODUCTS

1. WATER PURIFIERS {PURE, SAFE WATER}

2. VACUUM CLEANERS {CLEAN HOMES}

3. EURO AIR { CLEAN AIR}

4. SECURITY SOLUTION {SECURE HOME}

5. INDUSTRIAL SOLUTION {CLEAN WORKING ENVIORMENT}

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PRODUCT PRICE
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FIGURE
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CHAPTER 5

PLANT LOCATION
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PLANT LOCATION

Eureka Forbes LimitedNaseoh, 3rd

Floor, Postal Colony Road Chembur
East,
Mumbai-400071, Maharashtra, India

Navneet Jain ( Business

Devlopment Manager )
08048077982
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CHAPTER 6

MARKET SHARE
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MARKET SHARE

The company will soon expand the network of retail stores, where its products

are sold, to 25,000 from 20,000, said associate vice president (marketing)

Shashank Sinha.

Besides, he said, the company is developing a model whereby direct sales

executives offer assisted shopping, helping consumers choose a model and buy

it directly from the company’s website. "The knock-and-sale model is losing

relevance in digital world. We get leads from digital world and assisted sales is

also helpin ..
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CHAPTER 7

MARKETING STRATEGIES
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MARKETING STRATEGIES

Aquaguard has a clear segmentation of people who want clean water. This is more of a

psychographic as well as demographic segmentation. Psychographic because Aquaguard

is changing the psychology of people by offering them clean water. Demographic

because, the marketing strategy is always targeting the decision makers – The

housewives, the purchase managers and the people who are capable of taking a decision

for the water purifier.

The targeting strategy is based on the quality of water. For towns where the water

quality is good, UV water purifier is targeted. And for towns where water quality is bad,

there RO or RO + UV water purifier is targeting.

Due to its long time presence in the market and excellent products, Aquaguard clearly

has top of the mind positioning in the mind of consumers. It is almost a generic brand,

with most people calling a purifier “”Aquaguard”” irrespective of the brand they are

going to buy. With the arrival of KENT, the positioning of Aquaguard has changed

because both the brands are fighting for top of the mind awareness. “

Marketing mix – Click here to read the Marketing mix of Aquaguard

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SWOT analysis – Click here to read the SWOT analysis of Aquaguard

Mission in the marketing strategy of Eureka forbes – Although Aquaguard itself does

not have a mission, here is the Mission of Eureka Forbes.

Aquaguard has a strong competitive advantage mainly because it was one of the first

movers in the Indian market for water purifiers. Aquaguard is a joint venture between 2

strong companies – Electrolux from SWEDEN and Shaporji Pallonji from India. As the

backing is strong, the brand took off to a very good start in the market.

In the initial few years, Aquaguard aggressively took charge of the complete market with

its door to door selling. Till date, the selling policies of Aquaguard are very aggressive,

with many incentives and awards given to seller who achieves good numbers.

The channel network of Aquaguard is set, though it needs a tweak.

The perception of Aquaguard as “”Paani ka Doctor”” or water doctor gives the maximum

competitive advantage to the firm. The firm is known to give excellent products, with

trust and years of experience behind them. This is an advantage very difficult to beat.

BCG matrix in the Marketing strategy of Aquaguard.

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If we plot the BCG matrix of Aquaguard, we see that the UV water purifiers of

Aquaguard are Cash cows because no one is able to beat Aquaguard in the number of

UV purifiers that they sell.

The RO purifiers as well as the gravity based water purifiers are stars as the RO purifiers

face stiff competition from KENT as well as other local manufacturers. The gravity based

water purifiers on the other hand, have competition from Tata’s Swacch as well

as HUL pureit.

Distribution strategy of Aquaguard is to penetrate as deep and as far and wide as

possible. The more poor the water, the more chance for Aquaguard to sell its product.

As of 2015, Aquaguard had presence across 250000 stores and 1500 cities of India. The

company has huge exports as well.

Aquaguard uses the same channel distribution architecture which is used by other

consumer durable companies. There are 3 modes of sales – Retailer, sales and

service dealers, and E-commerce. Mind that we have included Modern retailers as

retailers itself. With its presence across all channels, Aquaguard ensures that its

products reach the end consumers easily.

Brand equity in the Marketing strategy of Aquaguard.

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With a huge market share, Aquaguard has a high brand equity as well. It practically has

top of the mind positioning, being present in the market since 1984, which contributes

to its brands recall. Aquaguard claims that it has 1.5 lakh doctors using Aquaguard

products in their own home, and the use of the word “Paani ka doctor” as well as its

quality of products, has contributed immensely for Aquaguard to become a strong

brand in water purification.

Competitor analysis in the Marketing strategy of Aquaguard.

A major competitor for Aquaguard recently has been KENT. Kent entered the market 20

years after Aquaguard, but took the market by storm due to its complete focus on RO

products. Where Aquaguard was pushing UV, Kent started pushing RO, which gave a

toehold to KENT and the RO market share majorly belongs to KENT now.

Besides kent, there are many local players which have enterered the market, due to low

cost of manufacturing of water purifiers. These local players are taking away a minor

share of the market, but when you look at the complete market, then close to 40% of

the market belongs to local player, with Kent and Aquaguard dividing 60% between

them.

Market analysis in the Marketing strategy of Aquaguard.

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As per the competitive analysis above, Aquaguard is facing competition from a heavily

invested player like KENT as well as from local players who can customize the water

purifier. What this has done is affect the profitability of the entire market, and since

2014, the profitability of Aquaguard has also dropped drastically. The market

is concentrated with too many players fighting for the same market share. Hence, the

quality of products is dropping along with a drop in margins as well.

Customer analysis in the Marketing strategy of Aquaguard.

The typical customer of Aquaguard is one who is educated, and knows the importance

of water, and is also able to afford a water purifier for his home. With the low cost of

gravity water purifiers, it is even easier to penetrate the market.

Aquaguard has a major chunk of commercial as well as residential customers.

Residential customers use it for the purification of water that they drink at home.

Aquaguard clearly targets residential customers by showing its features of purification,

and repeatedly communicating that it is the PREFERRED water purifier of Doctors also.

On the commercial side, purifiers almost become a necessity as any problem in the

water can affect the whole complex and all customers and employees within that

complex. As Aquaguard is a trusted brand, most commercial buyers prefer Aquaguard

over others.
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In public places such as malls and others, again Aquaguard is preferred over others. This

is because Aquaguard is known as a quality brand, and these public places want to

showcase their own quality and hence associate themselves with a quality brand like

Aquaguard.

Promotional strategy in the Marketing strategy of Aquaguard.

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Aquaguard uses both – ATL and BTL promotion strategy. In BTL it predominantly uses

personal sales and it has 8000 experts ready to sell and manage the channel across

India. Similarly it uses point of purchase advertising, and outdoor advertising to good

effect.

In ATL, Aquaguard is known to have good TVC’s which have communicated value to its

customers over the years. It is also known to be very smart with its print ads. With the

combination of ATL and BTL, Aquaguard has a strong promotional strategy in place.
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CHAPTER 8

COMPETITOR
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COMPETITORS
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CHAPTER 9

DATA ANALYSIS
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DATA ANALYSIS
I have conducted survey as per sample size of 100 people & find the following response-

Q. How many members are their in your family?

Interpretations:
23% 20%
Less than 4
4 to 5
20% family having less than 4 member
above 5
57%
57% family having 4 to 5 member.

23% family having above 5 member.

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Q. Which type of water you use?

Interpretations:

43% Direct Water

57 % people says direct water 57% Filttered

43 % people says filtered or boiled water.

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Q. How is your quality of drinking water ?

Findings:

15%
Very White
20% Small
65%
Yelloness

Interpretations:

 65% people find yellowness in their water

 20% people says that water is very white.

 15% people find smell in their water.

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Q. Do you have need of filtered or boiled water ?

Findings;

26%
Yes
74%
No

Interpretations:

 74% people says yes or positive.

 26% people says No.

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Q. Are you aware about the name or product of the eureka forbes ltd. ?

Findings:

30%
Yes
70%
No

Interpretations:

 61% people are aware with the Eureka Forbes.

 39% people are not aware with the Eureka Forbes.

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Q. From where you know about Eureka Forbes Ltd.?

10%
38% T.V. Ad
News Paper
Other
52%

Interpretations:

 38% people say T.V. ad.

 52 % People says news Paper.

 10% People says other.

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Q. Which product you are using at present?

Acquaguard

10% 5%
Vaccuume
Cleaner
20%
Euro Air
65%
Security
Solution

Interpretations:

 65 % People were using Eoreka Forbes Aqua Guard .

 20% People were using Vaccume cleaner.

 10% People were using euro air.

 5% people were using security solution.

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Q. Which product you preferred most?

Acquaguard

8%
10% Vaccuume
Cleaner
52%
Euro Air
30%
Security
Solution

Interpretations:

 52 % People preferred Acqua guard.

 30% People preferred Vaccume cleaner.

 10% People preferred euro air.

 8% people preferred security solution.

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Q. Which type of body of Acquaguard you are using ?

Findings:

26%
Steel Body
Plastic Body
74%

Interpretations:

 74% people were preferred plastic body.

 26% people were preferred steel body.

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Q. How much you are satisfied with the product or services of the company?

Highly
10% 17% Satisified
Satisfied

73% Not Satisfied

Interpretations:

 17% People are highly satisfied.

 73 % People are satisfied.

 10% People are not satisfied.

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Q. Do you want to change in existing product ?

Findings:

25%
Yes
75%
No

Interpretations:

 75% people want no change in product.

 25% people want some change in product.

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Q. Do you want to know more about the eureka forbes product?

Findings:

28%
Yes
72%
No

Interpretations:

 72% people wants to know more about the product.

 28% people don't wants to know more about the product.

CHAPTER 11

LIMITATIONS
 LIMITATION

 Lack of time.

 Limited area covered for survey.

 Unwillingness of people to fill questionnaire.

 Possibility of wrong information.

 CHAPTER 12

RECOMMENDATIONS & SUGGESTIONS

 RECOMMENDATION AND SUGGESTION

In today's world, pollution is upto it's height, and due to this pollution not a single thing is pure,

everything has become polluted. Land pollution, air pollution, water pollution has made the life of

people worst. Not a single foot of land, not a single blow of air, not a single drop of water is escaped

from pollution.

But basically water pollution is a danger for humans. The growing industrialization, to meet

demand of people, no doubt solves many problems, such as lack of goods, unemployment etc., but its

adverse effects also can't be ignored. The growing industries are main cause of water pollution. All the

waste from industries are dumped into the rivers. In past time people used to say that river Ganga is the

holliest of all and has the purest water, but this growing industrialization did not leave even this holliest

and purest river. The result of this pollution is upto such extent that now even underground- water is

not safe, it is also badly polluted.

This polluted water is a mark of danger, not only for animals or water creatures but also for

human-beings, because this water is supplied to people to drink through tap. Most of the people drink

this direct tap water, and most of the time this direct tap water is yellowish in colour, or has a foul smell,

which clearly indicates that the water is polluted.

This was the case of water pollution, and next biggest danger is air pollution. This air pollution

can not only be seen in air but can also be seen on things in the form of dust. These hazardous gases,

smokes, fumes, dust affect our body in a very negative way. This pollution not only makes things dirty,

but when we come in contact of these things, they also creates infection and allergies.
CHAPTER 13

CONCLUSION
 CONCLUSION

Though Eureka Forbes is a ray of light, for the people in darkness of

pollution, though Eureka Forbes is so much customer- oriented, that, only the name

of the company is enough to sell it's products, but still. It's not easy to survive in

this competitive market, where everyone is ready with some different strategies in

order to give dent competition to the competitors.No matter how much may be the

goodwill of the company, but when the competition arises in the market, it's a mark

of danger for every company. Though people know about Eureka Forbes, but still

the company needs to choose much more effective media, in order to make more

and more people, aware of the it. Though most of the people are satisfied with the

products and services of the company but still the company should emphasize

more on the products and services. The company should also highlight other

products in order to benefit people. It should make much more effective strategies

in order to make more and more people aware of it, and in order to benefit more

and more people. The company should give more emphasis on the better services

and strong facilities, because customers give preferences to the service or facility,

not the name of the company.With the little more effective strategies, effective

media, and effective products and services. Eureka Forbes can truly say "YOUR

FRIEND FOR LIFE".

BIBLOIGRAPHY
 BIBLIOGRAPHY

BOOKS

 KOTHARI C. R; RESEARCH METHODOLOGY, NEW AGE

INTERNATIONAL PRIVATE LTD., 2005

 KOTLER PHILIP, MARKETING MANAGEMENT, TATA MCGRAW

HILL 2005

 GUPTA S.P., BUSINESS STATISTICS SULTAN CHAND&SONS 2005

WEBSITES

http://www.eureka forbes.com