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STUDY OF VERTICLES AT EUREKA FORBES

Study of Verticals at Eureka Forbes


Summer Internship Report submitted to University of Mumbai in Partial fulfillment for the
award of Master of Management Studies in Marketing

By

Inteshar Memon
Roll No. 35

For the summer Internship at,

E4 Coaching and Development


and Eureka Forbes

VIVA INSTITUTE OF MANAGEMENT STUDIES

(Affiliated to University of Mumbai, Approved by AICTE, New Delhi )

10th May 10 30th June 10

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STUDY OF VERTICLES AT EUREKA FORBES

ACKNOWLEDGEMENT

The completion of any report depends upon the co-oration, co-ordination and
combined efforts of several resources of knowledge inspiration and energy. Before
we get into thick of the things. I would like to add a few heartfelt words for the
people who were part of this project in numerous ways people who gave
unending support to us in completing this project.

I take the occasion to thank our director M.I.KHAN, e4 development and


coaching Ltd and Eureka Forbes ltd. to give me opportunity to work on this
project, which helped me in taking practical experience on-field. The whole
programmed has been full of learning and understanding the culture of the
organization.

I feel immense honour expressing my sincere and profound sense of gratitude to


Mr. Bhushan Lawande, (MD & CEO E4 development & coaching ltd.) for
providing me an opportunity to work with EFL. I would also like to express my
sincere thanks to mr chirag singh (coordinator) and also to marketing, sales
department in EFL who also guided in a right sense and on right path.

I would like to thank Mr.sanjiv haldar (Area Head, Mumbai) who helped me to
picture complete retail division of Eureka Forbes in mumbai. I must also extend
my heartiest felicitation to Mr. Supriyo Gupta (territory Sales In-charge) Not
forgetting guidance by Mr. Mangesh (Distributor Sales Officer).

A special thanks to Mr. Zaki Ahmed (teriitory head institution selling BtoB)
along with mr Dweepesh and Deepak which helped me to experience the actual
field operations, problems and approaches in institution selling. Who was always
there to guide me on-field as well as off-field. Without their cooperation this
project would have gained no momentum to facilitate the learning process and

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sharing market experience. Lastly special thanks to my family members for being
extremely supportive during my training period.

Sr. No. Topic Page No.


1 Executive Summary 4
2 Company Overview 5-7
3 1. Vision, 8
2. Mission 9
3. Value 10
4. Symbol Of Quality 11
5. Euro Smile 12
6. Certification 13
7. Management Structure 14
8. Dreams 15
9. Press Centre 16
4 Market Share 17
5 Market Trend 18-19
6 Differentiate From Other In The Industry 20-22
7 Porter Generic Competitive Strategies 23-24
8 4 Ps Analysis 25-32
SWOT Analysis 33
Verticles Of Eureka Forbes 34
(1) Introduction 34
(2) Consumer Division 35-42
(3) Forbes Pro Solution 43-53
9 Survey
(1) Questionnaire 54-63
(2) Findings From Survey 54-63
(6) Observations And Recommendations 54-63
12 Bibliography 64

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Executive summary
This project was done in eureka forbes, dadar Mumbai. The project was carried out to understand
and study of verticles in eureka forbes.

The main objective of the project was to study the secondary business of retail B2B and corporate
care division B2B and find out if any gaps exist in the current system. The primary data was
collected with the help of questionnaire and personal interviews. Secondary data was collected from
website of eureka forbes.

This report contains brief overview of eureka forbes. Its market trends, market share, competitor
analysis and a survey on consumer behavior about the water purifier of eureka forbes.

In retail division products goes through different channel people inside as well as outside company
people. So it was possible to get maximum input from retail division. Since the project given was
field project, the research is based upon informal interview of different people in retail hierarchy
also upon market observation.

This report is entails study and analysis of retail division, customer service and how bad after sale
service causes decrease in rate of product sales (Water purifiers) Report analyses inputs given by
different people involved in retail hierarchy and channel as well as market observation. This
analysis will help organization to understand the problem better and accordingly to take decisions to
eliminate service glitches and improve the service.

This project also contains industrial selling process, important aspects of industrial selling,
distributor management etc.

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COMPANY ANALYSIS

EUREKA FORBES LIMITEDthe Organization.

Eureka Forbes is Rs billion multi- product multi- Channel Corporation which is a part
of the Shapoorji-Palings Group which was set up in 1982, to market health and hygiene
products to Indian consumers. It has evolved as a leader in domestic and industrial water
purification system, vacuum cleaners, air purifiers and security solution.

Eureka Forbes were the first to introduce domestic Water Purification System (1984)- the
Aquaguard model-as well as it revolutionized the Indian market by introducing products like
Home Cleaning System (1982), and Air Purification System (1994). In order to introduce
these previously unknown products to society in which nationwide commercial campaigns
were impossibility, the company had to pioneer another innovation- directing sealing. The
crops of suit- clad Eureka Forbes salesman were the first such in the country and were
tremendous success. They are now- Asias largest direct selling organization with a 5000
strong direct sales force touching 1.25 million Indian homes and adding 1,500 customers
daily. Such was the success of Eureka Forbes that Aqua guard has now become a synonym
for water purifier in India, like Xerox for [photocopying]

The promise was clear: To create a company that wouldnt be about bricks, mortar or
sales graphs, but driven by something for more potent. Something that would stand the
would stand the test of time: relationships

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DIRECT MARKETING
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 for water purifiers were rather new concepts for India consumer, 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 is a brand. The company believed that its core strength was its people. It
employed dynamic, highly motivated individuals, called Euro champs who projected. The
image of The friendly man from Eureka Forbes. Thus, for the average Indian consumer,
Eureka Forbes become synonymous with the smartly dressed salesman who come to their
houses and cleaned up things in a jiffy or showed how air/water purifier were indispensable.

Euro champs initially targeted the metros but soon began visiting smaller cities and
towns also commenting on the decision to diversity into bottled water company sources said
that it was only to strong then the core products by capitalizing on their brand image.
Goklaney said In the water category, I will conduct activities which strengthen my core
products. How I do that and what I do is a matter of strategy. According to company sources,
Eureka Forbes not only had the financial strength, but also a strong network to sales
executives to push its new products into the market. The companys decision to enter the retail
business was primarily the result of its launch of Tronada vacuum cleaners and Aquaflo
water purifier in 1995. Eureka Forbes had utilized the retail route for this range, mainly to
cater to the industrial segment. Over the years, the retail business assumed greater significance
and by 1999, around 5% of the companys sales came from the 2500- strong dealer network
in1999. Eureka Forbes ltd. 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, & Goklaney,
Marketing Director, Eureka Forbes, Said Direct sales permits us to exploit only the top end of
the market. This move was in accordance with the companys plans to increase the validity of
its products. The company planned to make its products available in retail outlets through its
dealer network, spread across 2,600 dealers.

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Eureka Forbes Friend for Life


Customers have always been the centre of business for ELF, they strive to be in close
and constant touch with have also taken initiative to educate their customers to change their
perceptions and practices. According to the ELF officials A sale is only the beginning of the
relationship , however company makes specials efforts to let the bonds of friendship endure
through their service. Everyone at EFL strive hard to make a customer there Friend for life.
Eureka Forbes have rechristened their offices to CRS (Customer Response centre making
them the hub of all customer centric efforts. A significant part of their revenues comes from
relationship marketing including service contracts, spares and accessories sales, products up
gradation and new references. As more channels to reach out to customers were introduced,
organization was restructured to harmonize these multiple avenues of interaction and present a
single face to the customer is every ones customer under this process of convergence

A 5 billion multi-product, multi-channel corporation.

Operating in over 92 cities, with over 6000 employees.

Pioneers & leaders in water purification systems, vacuum cleaners & air purifiers.

Pioneers in direct selling - Asia's largest direct selling organization - 5,000 strong

direct sales force touches 1.25 million Indian homes, adding 1,500 customers daily.

Customer family now numbers over 5 million - enduring relationships as 'Friends for

Life'.

Expanded channels that reach out to customers to include a 3,800 strong dealer sales

network. A 58 distributor strong institutional sales network;

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Service at your doorstep


Indias largest after-sales service network - over 650 Service Centres

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3,000 trained technicians make 10,000 calls a day

Single number access - 24 hours in 8 major cities - 3988 33 33


Only genuine spare parts
Free routine check-ups and free service camps
Annual Maintenance Contracts - the largest in the country
Mobile service vans

A specialized service by Eureka Forbes to provide all the information about Eureka
Forbes products and services at one single number - available 24 hrs*365days.

The Euro Help Line provides the following:


Gives complete information about products and services

Locations of Customer Response Centre or Sales offices, timings, contact persons, etc.
Solutions to simple problems on the spot
A single point solution to customer queries or calls
Information on status of complaints and requirements

Factories ISO 14000 and 9000 certified

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Tested and certified by over 100 laboratories in India, US, UK and South Africa .

Certifications include those from the highly reputed Bureau of Indian Standards (BIS),
University of Minnesota; University of Pretoria, South Africa; Water Quality Certificate -
USA; WQC - Thames Water Centre - USA; University of Sunderland - England.

ISI (Indian Standards Institute) certification

IMA (Indian Medical Association endorsement)

Incorporates prestigious International Water Quality


Association (WQA) certified carbon block that removes
pesticides

CE certification for the unmatched safety of products

MANAGEMENT STRUCTURE

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CHAIRMAN
Pallonji Mistry

MANAGING
DIRECTOR
Suresh Ghoklani

C.E.O
Aslam Karmani

NATIONAL NATIONAL
SALES SALES
MANAGER MANAGER
AjaySharma Ravi Kumar

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PRESS CENTER

. Most Trusted Brand Award: Platinum Category for your very own
Superbrand: Aquaguard!!!!!

"Aquaguard Water Purifier and Euroclean Vacuum Cleaner once again


awarded the Mera Brand"

Celebrate summer the healthy way as Aquaguard RO Health Yatra comes to


town!

Cambridge School from Noida city is Winner of the 4 th Euro Enviro Quiz
2006, the largest ever National school quiz on Environment !

Eureka Forbes Runs for A Cause - Save Water and Harvest it!

Recruiting and Staffing Best in Class Awards 2005

Protecting the Environment - Let us learn it from Children!!!

Eureka Forbes Limited awarded for Customer Responsiveness

Eureka Forbes Limited wins Asian MAKE Award

Eureka Forbes is now a Case Study In Harvard Business School - Boston


(USA), November 11, 2005

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MARKET SHARE
It is estimated that roughly two thirds of the existing water purification market
belongs to UV water purifiers and one third is shared between reverse osmosis purification
systems and chemical purifiers. In the UV purifier segment, Eureka Forbes Aqua guard is the
clear market leader with approximately 68% market share. Other brands include Philips
Intelligent Water Purifier with 7% and HULpureit. With 25% market share. The UV purifier
market is estimated to be growing at a lower rate than the chemical based segment.

Reverse osmosis purifiers, which are rather expensive and not the preferred option in many
areas, have a smaller share of the market when compared with UV purifiers and chemical
based systems. In the reverse osmosis segment, Eureka Forbes is again the major player with
60% share. A major portion of the remaining 40% belongs to Kent reverse osmosis Systems..

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MARKET SHARE OF RO

EUREKA
FORBES
40%
KENT
60%

MARKET SHARE OF UV

25% EUREKA FORBES


PHILIPS
HUL
7%
68%

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MARKET TRENDS
The water purifier market is seeing a three-way fight between the two global
giants, Hindustan Unilever and Philips, and the local market leader, Eureka Forbes which has
unleashed a new national campaign for its economy water purifier brand.

Both HUL and Eureka are gearing up to woo the large section of the lower-income group
which could not afford ultra-violet water purifiers with a starting price of about Rs 5,000 and
do not have steady supply of electricity and tap water

HUL, which began selling its Pure it brand of water purifier nationally earlier this year, is
now being challenged by Eureka Forbes with its Aqua sure brand launched nationally this
month.

Aqua sure uses a resin based technology in which the water is treated by a chemical like
bromine and then the chemical is removed from the water after it purifies it. This product also
does not need electricity.

Eureka is straddling the retail and also direct selling model to increase its market share and
keep HUL at bay. While HUL is selling its water purifier at Rs 1,800, Eureka has priced one of
its models at Rs 1,600.

Industry experts say that in India three types of water purifiers are being marketed now
ultra-violet based, reverse osmosis and resin based. The countrys largest water purifier maker
Eureka Forbes Aqua guard is the market leader with 68 per cent in UV-based market.

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In reverse osmosis (RO) as well the company enjoys 60 per cent share and Delhi-based
Kent RO systems has 40 per cent share. RO based water purifiers are the most expensive
section of the water purifier market and are priced at Rs 13,000 and above.

Philips, on the other hand, which uses UV-based technology to purify water, has
dropped its price to Rs 6,995 from the initial launch price of Rs 8,500. Industry sources say its
struggle to establish itself in the market with lesser priced water purifiers by competitors has
been difficult..

Out of the 220 million households in India, only about 8 million use water purifiers.
Eureka Forbes has a reach of 6 million households. HUL, in its first three years of operations,
has already sold 1 million units.

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DIFFERENTIATE FROM OTHERS IN THE


INDUSTRY
Eureka Forbes Ltd. is one of the largest companies in water purifier industry. The
company is working is two way first is direct marketing and second is channel marketing.
Eureka Forbes Ltd. is first company in India who is dominant in direct marketing .in the sense
on direct marketing is to sell the product direct to the end customer. In this marketing there are
no intermediatries. This type of marketing contributes 75% sales turnover. On the other hand
Eureka Forbes Ltd. is also dominant channel marketing. This is followed by company to
distributors, distributors to dealer, dealers to end customer. This type of marketing contributes
25% sales turnover.

In this companys water purifier have unique 5 stage purification process in this purification
process there are 5 filer.

Stage 1 there is a particulate filter which is removes dirt & floating particles.

Stage 2 there is sediment filter which is removes suspended impurities.

Stage 3 there is a Biostat carbon block which is removes bad odour and taste and also
removes chlorine and organic chemicals.

Stage 4 there is active disinfectant to seeks & destroys Disease-causing bacteria and
virus

Stage 5 there is special activated carbon for retains the natural taste of water.

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KENT is dominant in industry by channel sales. But this company use advertising. The brand
ambassador of Kent is bollywood actress Hema malini.I Kent Purification by RO followed by
UV with TDS Controller to maintain natural minerals in water .Computer Controlled
Operation with Filter Change Alarm & UV Fail Alarm .After a preset time, Filter Change
Alarm is audible which indicates the time to replace the filters. If the filters are not changed
within next 60 hours of use, the purifier will stop functioning .Incase the UV stops
functioning, UV Fail Alarm is audible. The purifier will not function until the UV lamp is
replaced .Stylish eye catching modern design.Purified water level indicator" on storage
tank .Enhanced purification through an additional Micronics Filter .Spin Welded RO
Membrane Housing to prevent tampering .Secondary purification by UV after RO ensures
enhanced water quality throughout service cycles .Monitoring filter replacement in time helps
maintaining the optimum filter & water quality.8 liters of purified water storage capacity that
makes water available on demand, even in the absence of electricity / water supply. Fully
automatic operation with auto-start and auto-off & Built-in SMPS to operate within 160-300
AC voltage

Philips have good name in electronics world. So the water purifier of Philips sells
with their brand name. Philips water purifier have advanced state-of-the-art UV (PLS)
technology destroys known waterborne viruses, bacteria, parasites and amoebae while the
activated carbon and sediment filter removes turbidity, chlorine, volatile organic chemicals
(VOCs), cysts, larger micro-organisms and improves taste. The maximum flow rate of 1.2
liter per minute ensures that you have safe drinking water available at any time

HUL is the very big FMCG Company. In water purifier industry this company
have one product that is pure it. In pure it has a Germ kill battery. This technology kills all

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harmful viruses and bacteria and removes parasites and pesticide impurities. Pure it is
available in two attractive colors that are Royal Blue and burgundy

AquaSur
Feature Consumer Benefit e Philips Kent Purit

From the house of Eureka


Forbes, leaders in water Trust of 25 lac
Purification for 25 years customers X x x
Endorsed by Indian Medical Guarantee of 178000
Association doctors X X x
Gives the freedom to
place where ever you
Table top facility want X X x
Stainless Steel bottle holding Convenience to fill
tray water by keeping glass X X x
Back Flush Facility clean the filter
Gives you water which
is safer than boiled
Power Boil water
back up of 1004 exclusive gives very quick after
service centers across 186 sales service across
cities india x x
cartridge life indicator x x x
wall hanging facility x
twist filter change
macro filter Dust and soil remove
Suspended particles
sediment filtre remove x x x

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PORTERS GENERIC COMPETITIVE


STRATEGIES
To analyze a firms success in an industry in which it is operating its position in
the industry and its attractiveness should be evaluated. a firm can perform profitably, even
though the industry is not lucrative, if it can employ its resources optimally. If the company
determinant of a firms profitability is the attractiveness of the industry on which it operates,
an important secondary determinant is its position with in that industry. Even though an
industry may have below-average profitability, a firm that is optimally positioned can generate
superior returns.

Michael E.Porter suggested that all strategies are the derived strategies from generic
strategies. They are given below

1. Cost leadership strategy: - a firm gains cost leadership in an industry when its cost of
production is lower than that of its competitors. It can gain cost leadership by managing
its processes and resources efficiently this strategies involves attempting to minimize
cost in every aspect of the business.

2. Differentiation strategy: - firm that adopt the differentiation strategy successfully have
access to advance scientific research ,a highly skilled labor force, effective
communication strategies, etc. a firm may differentiate its products and service in
various way . it may differentiate itself from others in terms of design or brand name.

3. Focus strategy: - a firm is pursuing a focus strategy trend to serve a specific segment
instead of catering to the entire market. This segment may be a special group of
customers, a specific geographic area or particular product or service line. A firm

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following a focus strategy and also differentiated strategy will have advantage of
pricing their product higher.

In water purifier industry the product of this industry is divided in to two segments
first is reverse osmosis segment and second is ultra violet segment.

In reverse osmosis segment the Eureka Forbes ltd follow cost leadership strategy and
differentiation strategy because this company have three type of RO.those are used for low
TDS(Total dissolved solid) water and high TDS water. The all three product of this company
are different for their storage capacity, purification stages and modal. And this company is
working about 25 years so the company has lots of goodwill and brand name. On the other
hand Kent also comes in water purification industry with their product. Kent is follow focus
strategy and differentiation strategy because Kent is working only one product that is Kent
RO. Kent brand ambassador is bollywood actress HEMA MALINI. Philips also come in this
industry with their brand name so Philips follow differentiation strategy.

In ultra-violet segment the Eureka Forbes ltd.follow cost leadership. Differentiation


and focus strategies because this company have five types of UV those are different for there
feature like storage capacity, online, electric & non electric, water outflow, etc. the company
have good band name. In this segment the company targets all levels of customer. On the other
hand HUL follow the differentiation and focus strategies because the company have good
brand name. And HUL have only one product that is PURE IT.

HUL, which began selling its PURE IT brand of water purifier nationally earlier this
year, is now being challenged by Eureka Forbes with its AQUASURE brand launched
nationally this month. .

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4PS ANALYSIS
The major marketing management decision can be classified on one of following four
categories

1. Product

2. Price

3. Place

4. Promotion

These variables are known as the marketing mix or 4 Ps of marketing. They are the variables
that marketing managers can control in order to best satisfy customers in the target market.

Product: - The product is the physical product or service offered to the costumer. In the case
of physical product, it also refers to any services or conveniences that are part of the offering.
Product decision includes aspects such as functions, appearance, packaging, service, warranty,
etc.

Price: - Pricing decision should take into account profit margins and the probable pricing
response of competitors. Pricing includes not only the list price, but also discounts, financing,
and other options such as leasing.

Place: - Place decisions are those associated with channels of distribution that serve as the
means for getting the product to the target customers. The distribution system performs
transactional, logistical, and facilitating functions.

Promotion: - Promotion decisions are those related to communicating and selling to potential
consumers. Since these costs can be large in proportion to the product price, a break-even
analysis should be performed when making promotion decision. It is useful to know the value
off a customer in order to determine whether addition customers are worth the cost of
acquiring them.

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4Ps Analysis of Eureka Forbes limited


In Eureka Forbes ltd. we done 4Ps analysis in two segment first is UV segment and second is
RO segment.

4Ps analysis for UV segment:-

1. CRYSTAL UV:-

Product Product feature


1.The sleek new Crystal is a multistage compact water purifier with
power boil
2.Has an Electronic Monitoring system to ensure pure water or no water
3.The 3 components, sediment filter, activated carbon block and UV
chamber ensure pure, safe drinking water
4.Inbuilt voltage stabilizer with special indicator
5.Auto Power shut off to save unnecessary power consumption
6.Electronics flush it drain stagnant water
7.convenient water filling tray
8.water outflow 2 liter/min

Price Rs.7650
place it is install in low TDS area

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promotio
n giving best service, promoted by company promoters

2. IVORY:-

Product Product feature


1.The Aqua sure Ivory is an elegantly designed multistage UV water
purifier with power boiling
2.Has an Electronic Monitoring system to ensure pure water or no water
3.online water filter-cum- purification system
4.can be placed on a counter or mounted on a wall
5.Dual filter to remove odour and impurities
6.World proven UV technology that deactivates all bacteria and virus
7.Bottle holding tray
8.Water outflow 2 liter/min

Price Rs.6990
place it is install in low TDS area
promotio
n giving best service, promoted by company promoters

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3. AQUALFO DX:-

Product Product feature


1.The Aqua sure Aquaflo DX is a multistage UV water purifier with
power boil
2.online water filer-cum-purification system
3.removes odour, organic impurities and traces of chlorine
4.Deactivates all bacteria and virus into UV chamber
5.Bottle holding tray
6.Water outflow 1 liter/min

Price Rs.5990
place it is install in low TDS area
promotio
n giving best service, promoted by company promoters

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4Ps analysis for RO Segment:-

SPRING FRESH RO SYSTEM:-

Product Product feature


1.The Aqua sure spring is a 6-stage RO water purifier with power Boil
2.Removes excess TDS from hard water and makes it taste fresh
3.Has auto shut-off of pump, with unique weight sensor mechanism
4.Separate sealed cap for storage tank protects water from dust and
impurities
5.Storage capacity of 8 liters of purified water
6.conveninent water filling tray

Price Rs.13990
place It is installing in High TDS area like above 300.
promotio
n giving best service, promoted by company promoters

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ELEGANT RO SYSTEM:-

Product Product feature


1.The Aqua sure Elegant is an advance RO water purifier with power
Boil
2.5 stage purification system
3.Auto shut-off micro switch controller
4.5 liter. Purified water capacity
5.Protection against dry running of pump
6.Auto shut-off to avoid wastage of water

Price Rs.9990
place It is installing in High TDS area like above 300.
promotio
n giving best service, promoted by company promoters

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AQUACARE RO SYSTEM:-

Product Product feature


1.The Aqua sure Aqua care RO is an elegantly designed, optimized RO
water purifier with power Boil
2.Optimum RO purification system
3.It has a reverse osmosis membrane to revive the original taste of water
4.A special cartridge to enhance the life of the membrane
5.Online Reverse Osmosis purification system
6.water outflow 8 liter/min

Price Rs.8995
place It is installing in High TDS area like above 300.
promotio
n giving best service, promoted by company promoters

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Page 31 Vivaims summer project
PLACE
a) Increase impurities than use for
water purifier
f) Saves times
b) Increase disease
e) Services during contract period
c) Direct sales given knowledge for
customers paid AMC's
d) Properly repair services against
d) Easy available product
c) Working properly
e) At jaipur 2 distributors and many
dealers b) Right time installation of products
f) Any activity, ExKnops
a) Activated subscription immediately
6230
a) price- 5990 PROMOTION
Philips
EX..(eureka) aqua flow dx
d) Best price for other than competitor
c) Low cost for product
b) Low cost of maintenance and consumable
PRODUCT
16000 a) Suitable for all type of raw water
b) Easy availability nation wide
a) Product price range started for 1800 -
PRICE c) Many stages of water purification process
d) Automatic membrane cleaning system
e) Multi products launched - water purifier 18 lit.,
UV and RO
4Ps model of Eureka f) No running water
g) No boiling required
Forbes ltd.
PLACE
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Page 32 Vivaims summer project
THREATS
1-General Awareness in consumer
2-Competitors
3-Sometime source of water 4-In instituitional level
4-Government policies 3-At international level
5-Some time dealer or retailer not space for competitor
complete their responsibilities. network in metros then there will be no
2-By providing very strong service
level,In rural market areas.
1-In semimetros or ditrict and taluka
OPPORTUNITIES
base.
3-falling short to serve huge customer
sales service
2- catering to unlimited customer After STRENGHTS
1-Brand Image of aquagaurd
1-Service network in suburbs 2-Benchmark for Direct sales strategy.Asia's
Largest direct selling Company
3-Strong dealer sales network
WEAKNESSES:
4-the model also being the only water purifier to be
endorsed by the Indian Medical
Association.
5-10 billion multi product,multichannel
corporaration
SWOT ANALYSIS
6-World class quality products
STUDY OF VERTICLES AT EUREKA FORBES
STUDY OF VERTICLES AT EUREKA FORBES

VERTICLES OF EUREKA FORBES


All eureka Forbes products are sold through 3 major sales verticals. These verticals generate
maximum revenues for company. These are

DIVISION
CORPORATE CARE
MAIN DIVISION
DIVISION CONSUMER
DIRECT DIVISION

To support these verticals, there are 7 different support divisions. They are as follows

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Finance
Suppor HRD
t Manufacturing

Divisio
R&D
Customer Relation
ns Service

Consumer Division
Retail Division

This retail division is a part of one of the main sales verticals Consumer division. This retail div
deals with distributing and selling products through traditional network of distribution.

What is retail?

Retailing is sale of goods or merchandising from a fixed location such as departmental store, kiosk,
etc in small or individual lots for direct consumption of purchaser.

Who is retailer?

A retailer is a person or group of individuals or organization which buys goods or products in


quantities from manufacturer or distributor or wholesaler then sells smaller quantities to end users.

Consumer division is the division which is involved in selling consumer durables through distrib
networks that is via retail.it is also called retail vertical There are 4 subdivisions in consumer divi
They are

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CONSUMER
DIVISION

RURAL TRADITIONAL
BUSINESS
PARTNER
NEW CHANNEL
CHANNEL RETAIL
CHANNEL

1. Franchise Business partners

These are non- selling division of consumer division. This division takes care of after sales serv
Servicing part is delegated to some independent business units which are specialized in servicin
consumer durables. These are called as Service Business partners or just partners. Previously there
known as servicing franchise. There are in all about 14 business partners in Mumbai. There should
serviceman among 650 customers. These servicemen are trained by Eureka Forbes and are paid b
Business Partners.

2. New Channels
These are also advance distribution networks which are formed for distributing non traditional
outlets. Accordingly they are classified into three divisions. They are NC1, NC2 and BPCL
department

NC1 This includes distributing products for Modern Organized Retail. Modern Organized
retail consists of Organized retail outlets like Hyper city, Shoprite etc. These are managed by
different managers and distributers.

NC2 This includes small scale institutional selling. Products are sold through shops other
than consumer appliances shops. These shops are places where consumers buy utensils or

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furniture. The idea behind this is, consumer will buy furniture when there must new place, and
when there is new place there must be requirement for water purifier. When a person will see a
water purifier in furniture shop, he wont go other place to buy water purifier. So here a
consumer will buy water purifier from that shop itself.

BPCL Division -- This division is formed to manage distribution through BPCL gas network.
BPCL delivery boys deliver gas cylinders into houses. So company tied up with BPCL to use
delivery people of BPCL as salesmen for Eureka Forbes products by giving little part of
profits.

3. Rural channel
Rural channels are to provide rural customers with somewhat customized products. Urban
channels include distributor who like to do business only in areas where they have high
concentration of customers. So to serve rural population of customers there was requirement
of different kind of distribution network with different set of characteristics.

1. Traditional retail Division


Traditional channels include selling through regional general retail outlets. These outlets are
small to medium size consumer shops with limited target customers. Shops involved in this
channel are consumer durable shops, utensils and house appliances shops. Distribution
channels used is traditional one. That is,

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MANUFACTURI
NG DISTRIBUTORS RETAIL

BELOW IS THE DISTRIBUTOR LIST

Sr Distributor Category Area covered


no
1. General electronics water purifier Mulund-CST
2. KALPANA MARKETING water purifier Dadar-Borival
3. Hans marketing water purifier Dahisar-dhanu-palghar
4. Phoenix marketing water purifier Thane-badlapur
5. Prakash enterprise water purifier New Bombay-panvel
6. Sanjay agency water purifier Raigad district

Retail Hierarchy at regional level

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ISP :ISPs are In Shop Promoters. These are trained for promoting and supporting sales in
retail outlets. These ISP are specially trained by Eureka Forbes for frontline selling on

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shopping floor. They are equipped with complete product knowledge with polished
communication skills. These ISP Promote sales at tertiary sales level. ISPs are distributed
among the retail shops after analysing few facts. Before allotting retail
outlets to ISPs, Terretory sales in-charge or ISP co-ordinator does ABC analysis of existing
retail outlets on the basis of current sales and sales potential. After that ISPs are appointed
in such a fashion that the retail outlet is closest by their houses so that their travelling
expenditure is less. They are given target sale per month by taking last months sale and
same month in last year into consideration. These ISP report to ISP co-ordinator who
works with TSI (territory sales in charge). This ISP co-ordinator is selected from most high
performing ISPs. All ISPs are supposed to send daily reports to ISP co-ordinator at the end
of the day. ISPs on shop floor are supposed to arrange products on shelf in such a way that
all products are visible and arrangement is appealing. Every ISP must know art of selling
products by giving out demonstration of that product. Every ISP gets some incentive after
selling a particular product.

ISP Co-ordinator I SP co-ordinator is a person who controls administration of ISPs in field.


His duties are

Make sure every ISP goes to respective retail outlet

Keep track record of daily sales

Present weekly or monthly report of sales tracks to higher authorities

Field Sales Officer : Field Sales Officer i.e. FSO is sales person on the field. FSO has to
visit market field regularly and must try to maintain
secondary sales. Secondary sales, here is selling to retailer from distributor. These FSO
must keep good relationship with retailer. Every FSO is given a defined territory and FSO
must map target market in that territory and accordingly make a beat plan. Target for FSO
are not end consumers but retailers. Here are some duties which should be carried out by
FSO. They are

Map potential market in given area

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Make a beat plan

Renew orders from existing retailers.

Get new retailers

DSO: This is a person appointed by distributor. Even DSO visits the field regular basis to
keep track on developments in market and keep eye on distributors customers. Here
distributors customers are retailers. Here one of the main reasons for existence of DSO is
to collect payments from retailers.

Territory Head The function of Territory head is almost as same as FSO but territory
head operates in higher output retailers, which are retailers having higher amount of
customer base and high sales. Territory heads also have some authority to deal with small
problems.

Territory Sales In-Charge : TSI is In-charge of all the sales operation in that given
territory. All FSOs, ISPs and territory heads report to TSI. Territory sales in-charge reports
to Area sales manager. TSI is the first line manager. He keeps eye on all field activities
including sales, ISP and FSO updates. TSI is the one who interacts with distributors. TSI
has to perform following duties.

Regularly visit field to keep a check on field executives

Interact with distributors about stock requirement and delivery.

Discuss credit norms, profit margins and payment options.

Conduct monthly or weekly meetings with FSO or ISPs to keep track on sales reports.

Set monthly targets for FSO and ISPs.

Solve field problem if arrives.

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Discuss weekly sales reports and updates in weekly meetings with higher managers.

Area Head : He is second line of managers. All TSI from retail or dealer division, MOR
(modern organized retails) head report to area head. Area head carries responsibility of all
sales divisions in that particular area. Area head has a mandate to solve problems and take
actions at higher level than TSI.

Supply Chain

1. Almost all products are manufacture in Aquamall/ Aquatech factories. They are situated in
many places. They were situated in Baddi but now it is shifted to Deharadun.

2. For South and south west part of India, major company warehouse is at Bangaluroo. After
manufacturing of products, they are stored in Bangaluroo warehouse.

3. After quotation by state head, products are transferred to regional warehouse. In case of
Mumbai area (M1 & M2), the warehouse is in Panvel.

4. After stock reaches regional warehouse, distributors give out orders. These orders are
managed by Area Head and Territory sales In-Charge.

5. After distributor receives goods or stock, he distributes stock among retailer into his
authority.

6. Once retailer receives stocks, he sales it off to end user i.e. consumer.

This how a product reaches final consumer from company. But here point to be noted
distribution channel for every category of product is different. There different distributors for
respective products. For example there are different distributors for Water purifier no- electric,
electric water purifier and vacuum cleaners.

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Installation and After-sales service :For each and every product, a sales person or here ISP
has to give demonstration of that product. After a customer decides to buy that product, here
water purifier, a technician from the company has to go to customers place and has to install
thta water purifier within 24 hours of purchase order. Also along with purchase order a
customer also get 1 year free maintenance contract. According to contract servicing of a
product is free for 1 year of time span. In case of water purifiers, the Candle i.e. purifier
chamber must be cleaned in every 6 months. So its very important that a technician must
clean or replace cartridge after 6 months of purchase or else water will not be as pure as
promised by Eureka Forbes.

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Welcome to the World of Forbes Pro


Solutions
Forbes Pro Solutions is a part of Eureka Forbes Limited, your one stop shop for Mechanized
cleaning solutions, Safe drinking water, Facility management and hospitality concepts, water
& waste water treatment plants & Railways solution.

Our commitment to customers is backed by over 25 years of Eureka Forbes expertise, a


nationwide service network and strategic alliances with world leaders. Whatever
business you are in, our comprehensive range of solutions & services enables you to
maintain a hygienic, safe and productive work environment.

Forbes Pro Solutions:

Welcome to the World of Forbes Pro Solutions

It took many years of hard and dedicated work for Forbes Pro Solutions to achieve its pioneer
- ship position in the world of professional cleaning equipment and Railways solutions also
with a high degree of corporate excellence in Facility Management, Concept and Hospitality
Solutions, Water and Waste Water Solutions. We know, therefore, that success doesnt come
easily and can never be taken for granted. This is why we strive for excellence in everything
that we do not only by ushering the best of the products, technologies and services but also the
experience to the industry, as also in all aspects of our business.

We expect our customer service personnel to be knowledgeable, polite and efficient. We


expect our back-office team to be ready and fully capable of supporting our field sales and
service people, and we are constantly examining ways of improving the flow of our processes
and systems. Nothing is ever taken for granted, least of all success.

A Complete range of Solutions

Today the product and services portfolio is larger and deeper than at any time in the divisions
long history. From light weight backpack vacuum cleaners to heavy-duty road sweepers in the
cleaning technology solutions, Online cooler cum purifiers to Large capacity storage cooler
cum purifiers in the water solutions, Water and Waste Water Treatment plants from the Water
projects stable, Facility Management, Concepts and Hospitality Solutions from the Forbes
Facilities and Concept Solutions, Varied models for the Railways from the Railway Projects.
Our services and Products provide cost effective, productive, and environmentally friendly

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solutions for cleaning professionals, industrial applications and all allied institutions.

Vision

Forbes Pro Solutions is today a strong and successful company, thanks to its dedicated,
qualified and highly trained professional sales cum Hygiene Consultants who have through
the years ensured that our clients get the best of Complete hygiene Solutions that has
resulted in utmost client satisfaction. This corporate strength allows us to devote the resources
needed to maintain our product leadership and to efficiently serve the needs of the industry.
While our product range is wider and deeper than ever before, we continue to strive for
improvement so that the total cost of cleaning can be lowered and the efficacy of the same is
maintained at the highest levels. We aim towards excellence in everything we do, and we
intend to serve you even better in the future. Industry leadership, after all, is not merely status,
it is a responsibility.

Experience matters

It is important for cleaning professionals to know that they are dealing with a company that is
reliable, financially sound and that has years of experience in this industry. Having been in
business for over two decades, Forbes Pro Solutions meets all these criteria. This deep and
fundamental knowledge is unmatched and irreplaceable.

Gen-Next Solutions at all times

Products and Service innovation are of prime importance to Forbes Pro Solutions in its drive
to remain at the leading edge of technical know-how. By maintaining a constant focus on the
needs of our customers, we aim to lower the running cost of our product and services through
efficient and time saving solutions and products. At the same time developing new concepts,
product portfolios and services, we are continuously looking for ways to improve what we
have as a Complete Solutions that we already have in our portfolio. Being never satisfied
with the status quo is one way of maintaining our competitiveness in the Industry arena.

Our commitment to customers is backed by over 27years of Eureka Forbes expertise, a


nationwide service network and strategic alliances with world leaders. Whatever business you
are in, our comprehensive range of solutions enables you to maintain a hygienic, safe and
productive work environment.

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Forbes Pro Cleaning Technology Solutions:

Welcome to the World of Forbes Pro Cleaning Technology Solutions.

Forbes Pro Cleaning Technology Solutions has the range of products to provide
comprehensive solutions required for Hospitality, Manufacturing Industry, Building Service
Contractors, Process Industry etc., which includes, Commercial & Industrial Vacuum
Cleaners, Carpet Cleaners, Scrubbing Machines, High Pressure Cleaners, Road/ Street
sweepers, Beach cleaners, etc.
Hygiene Chemicals used for Housekeeping is catered to the clients through our SPARKLEEN
range, a value for money product.

Forbes Pro Cleaning Technology Solutions along with its globally renowned partners
provides the Best Total Cleaning Solution to the Indian Industry segments.

Forbes Pro Cleaning Technology Solutions Our USP

One stop shop for all cleaning needs to provide a total solution.

Provide consultancy to improve the productivity.

To provide International standard cleaning Products, chemicals and total solutions.

Established service network across the country to provide service with the least
response time.

Regular ongoing training to your staff at your premises on the optimum usage of
chemicals and cleaning equipments.

Providing cleaning equipments and Hygiene Chemicals adhering to International Safety


Norms.

Our Product Range: An exhaustive array of Products to suit most applications

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FORBES PRO WATER SOLUTIONS

The product range includes:-

Product Range Description Models


Commercial Water Purifiers Aqua guard 200
Aqua guard 600
Commercial Water Cooler Cum Aqua guard
Water Purifiers Purifier Cooler Cum
Purifier.
Storage Water Cooler Cum Storage 60 / 80.
Purifier Storage 100 / 120
Multifunctional Hot / cold / normal water purifier MF 5-in-1 hot &
cum dispenser cold pure guard
Water UV based water purification plant Aqua guard 2000
purification LPH UV
plant solutions

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AG Cooler Cum Purifier AG 200 AG 600 MF 5 in 1

PC 80 & 120 R0 50 STR RO 50 On line RO 80

Institutional Water Purifiers of UV based with eureka forbes

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AG 600 come from the maker of Aquaguard, with international water purification technology,
So you can be sure you are drinking safe water that conforms to WHO standard and that you
are protected from dangerous water borne diseases. So now, large commercial establishments
like hotels, factories, manufacturing industries, hospital etc., As well as smaller commercial
establishment like school, restaurant, Institutions, clinic, nursing homes etc. can be assured of
safe drinking water. Aquaguard 600 are designed to purify water no matter what the source of
water supply.One look at their advanced features and you know you can trust Aquaguard to
protect you and your employees from all water borne diseases.

AG 200 come from the maker of Aqua guard, with international water purification technology,
So you can be sure you are drinking safe water that conforms to WHO standard and that you
are protected from dangerous water borne diseases. So now, large commercial establishments
like hotels, factories, manufacturing industries, hospital etc., As well as smaller commercial
establishment like school, restaurant, Institutions, clinic, nursing homes etc. can be assured of
safe drinking water. Aqua guard 200 is designed to purify water no matter what the source of
water supply. One look at their advanced features and you know you can trust Aqua guard to
protect you and your employees from all water borne diseases.

Institutional Water Purifiers of RO based with eureka forbes

Product Overview

The RO Membrane used in Aqua guard REVIVA Institutional Reverse Osmosis purification
system has a 0. 0001 micron pore size, which prevents the passage of micro-organisms and
total dissolved salts. This makes water lighter, taste natural and safe to drink. Aquaguard
REVIVA Institutional Reverse Osmosis purification system makes the water both the
chemically and micro-biologically potable by reducing hardness, TDS, heavy metal
contaminants like Arsenic, Lead, Mercury and by removing pathogenic micro-organisms.
Consequently, it revives the original taste of water.Its unique 6 stage purification process also
reduces pesticides in the water and reduces scale formation, when water is heated.

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Product Overview

The seven unique stage of water purification ensures that our customers get the ultimate,
convenience and safe health. New Aquaguard PureChill RO storage cooler cum water
purifying solution.The new Aquaguard PureChill RO storage cooler cum purifier with one of
its kind purification(RO Technology ), cooling and storage solution available in India for first
time.In deploys cutting-edge technology to ensure your drinking water is not only cool but
also 100% safe. It is backed by decades of experience and nationwide Eureka Forbes network,
so you can be assured of the perfect water solution to help your workplace stay healthier,
happier and more productive.

Commercial and Industrial Vacuum cleaners -Includes products suitable for Clean
Rooms/Hazardous/Centralized vacuum applications.

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Floor care
- Single disc Scrubbers & Polishers, Burnishes.
- Auto Scrubber driers- Walk Behind and Ride on Types

Carpet Maintainers -Vacuums and Injection extractors, Spotters.

Street Sweepers Large capacity hoppers.

Road Sweepers Most efficient sweepers with multi utility.

Beach Cleaners

High Pressure water jet cleaners


- Hot and Cold water jets.
- Mobile - Multijet High pressure washer

Forbes Pro Water Solutions:

The taste of Purity has been associated with the brand AQUAGUARD for over two decades
now, it is this commitment towards excellence in product quality and services that has made
the products under the brand AQUAGUARD a name to trust and look out for when hygiene,
safety and health are the crux of the matter.

Forbes Pro Water Solutions for over two decades has been promoting its institutional range of
water purifiers to the industrial and institutional clients with a high degree of customer
satisfaction.

The range includes UV based and Membrane based purifiers, Water treatment plants upto 5
Cumtr and accessories like Membranes / Softeners / Sterilization plants / demineralization
plants.

All our products conform to the highest level of the manufacturing standards so that our
clients enjoy the Safe and healthy environment using our water products.

Point of Use water purification systems

UV / RO / NF Online and Storage based water purifiers.

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RO plants Skid mounted types.

Media filters & Softeners

Forbes Pro Water Solutions: Projects Division

To take our mission beyond drinking water, Forbes Pro solution was set up to offer packaged
as well as customized total water and waste water treatment solutions.

The customized total water treatment solutions are membrane-based,UV-based or based on


other cuttingedge technologies. They all deliver treated water suitable for diverse water
utilization purposes and industrial process requirements.

Waste water recycling systems incorporating membrane solution, sewage treatment plants,
swimming pool disinfection solutions and other such systems ably complement these
solutions. A team of qualified professionals with many man years of combined experience and
a commitment to quality, customizes, executes and maintains projects for industrial
establishments, residential and commercial buildings, IT parts, SEZs, retails outlets, shopping
mails, manufacturing facilities, hotels, hospitals and host of other projects

Forbes Pro Water Solutions tailors effective solutions to varying customer needs-modular in
design, readily expandable to cater to increased capacities, easy to install and re-transport, if
required. Possible standardization of solutions, suitable to different parts of the country, the
ability to optimize the lead time for supplies going forward, extensive service support, a short
response time and a far reach across India make for a potent package. A rigorous integration.
Methodology is followed, encompassing planning, execution, progress tracking and
contingency planning, fully integrating the technology, process and people components.

The team brings its expertise to bear in the entire design, supply installation and after sales
support.

Forbes Pro Advantage:

Point of Use water purification systems

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Total Integrated Water and Waste Water Solution through:


- EPC Contracts - MEP Projects - Design, Engineering, Erection, Testing and
Commissioning - Operation and Maintenance

Technologies of Expertise:

Point of Use water purification systems

Utility Water Treatment:


- Filtration and Disinfection
- Water Softening
- Swimming Pool Disinfection

Membrane Filtration
- Ultra Filtration / Nano Filtration
- Reverse Osmosis system

Ion Exchange
- Demineralisation
- Water Softening
- Electro Deionisation

Sea Water Desalination

Waste Water Treatment:


- Industrial Effluent Treatment
- Effluent recycle ZERO DISCHARGE system

Sewage Treatment Plant


- Sewage Treatment for safe disposal.
- Sewage Recycle using MBR Technology.

Forbes Facility , Concept & Hospitality services

To take our mission beyond Mechanized Cleaning Solutions, Forbes Facility Services was set
up to offer customized Facility Management solutions.

True to our word You manage your work We manage your work place has won us many a

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laurels from some of the most prestigious clients who through by choice and demand adhere
to the strictest of the hygiene norms at their properties.

Our Forbes Concept and Hospitality service has redefined the very operations of running an
Restaurant or a Hotel, the culinary has been redefined to suit the palates of our esteemed
clients as per their needs.

Forbes Facilities:

Own Services:
- House Keeping
- Operation & Maintenance
- Garden maintenance
- Office Services

Outsourced Services:
- Faade Cleaning
- Pest Control
- Landscaping

Forbes Concept:
- Operation of Restaurants
- Operation of central kitchen
- Industrial cleaning

Forbes Pro Railways Solutions

Integrating Facility management and hygiene services for one of the most dynamic situations
is a challenge that demands expertise and systems which measure up to the highest standards
in the trade.

Winner of the GOLDEN PEACOCK award from Indian railways, the cleaning modules that
have been developed by us has been ranked as numero uno and truly measurable to global
standards given the home conditions.

Integrated services for Indian railways

Depot Rake Cleaning

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Clean Train Station

OBHS cleaning

Forbes Pro Solutions is geared up to provide its clientele the best of the Hygienic Cleaning
Solution , Safe drinking water and Facility Services, along with its globally renowned partners
with the best of the technology, solutions & services.

SURVEY REPORT ON SAMPLE SIZE OF


50 PEOPLE

Do you use any kind of water purifier at home or office?

o Yes
o No

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Noumber of People using water purifier

40% YES
NO
60%

If yes, which purifier do you use?

o Aquagurd or Aquasure
o Pureit
o Kent Water Purifier
o Philips
o Whirlpool pure fresh

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12

10

6
9.99
4

2 4 4
1.99
0
Aquagurd Pureit Kent Philips

Does your water purifier consume more electricity?

o Less than 25 watts


o More than 25 watts
o Dont know

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Sales

20% less than 25 watts


35% more than 25 watts
Dont know

45%

How frequently do you changes the candle in your water purifier?

o 3 months
o 6 months
o Once in a year

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o More than a year

SALES

10% 3MONTHS
20%
6MNTHS
20% ONCE A YEAR
MORE THAN A YEAR

50%

On the price of your water purifier?

Affordable
High
Should be Revised

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Sales

7%
21% 1st Qtr
2nd Qtr
3rd Qtr

72%

Is your water purifier backed by dependable after sales service?

o Yes

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o No
o Exceptional

After Sales Service

7%

1st Qtr
41% 2nd Qtr
3rd Qtr

52%

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Have you recently come across any kind of marketing activities for purifier?

o Road shows
o Visual Merchandising
o Other

Sales

15% 5% 1st Qtr


2nd Qtr
10% 3rd Qtr
4th Qtr

70%

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Where do you prefer to buy a water purifier from?

o Retail Outlets
o Franchisee dealers
o Demo at your doorstep

Preferred Place to buy

8
7
6
5
4
3
2
Column2
1
0

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While buying any water purifier what comes to in your mind?

o Price
o Health & Safety
o Both

Sales

10%
Health
15% All of the above
Price

75%

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FINDING & RECOMMENDATION FROM


THE PROJECT

As per the survey done following were the findings and recommendations of
the survey:

Price structure should be revised

Customer service is something which company should pay more


attention at.

All models not available for display in retail outlets and also brochures
should be made available.

Sales person at the retails counters should have proper knowledge


about the product.

Should focus more on brand awareness.

Technological & other aspects should be re consider and re- christened.

To know about the buying behavior of customer regarding purchase of


water purifier

BIBLIOGRAPHY

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WEBSITES

www.eurekaforbes.com

www.customercomplaint.in

www.golakindia.com

www.icmrindia.org

www.compareindia.com

www.pureit.in

Vivaims summer project Page 65

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