Communication Campaign²Eureka Forbes Ltd.¶s Aquagueard Water Purifier
Health is wealth is the advertising message that resonated with mothers across the countrywhen the Aquaguard was first launched. The EFL¶s salesmen are called
.The initial communication had one primary objective: to introduce Eurochamps to its targetaudience ± the homemaker ± and persuade them to accept the concept of direct selling. As theconcept took root, Aquaguard shifted gear and began the more difficult task of propagating theimportance of drinking water in improving the quality of life. Its 'Celebrate Water' strategy wonthe brand many friends and laid the foundation for the Aquaguard of today.
Eureka Forbes created awareness about its product by huge amount of personal selling. EFL¶ssales personnel, called as Eurochamps by the company, were rigorously trained to provide allthe information like benefits of a water purifier, its usage and it¶s after sale services to customer.
EFL had to ensure that the customers identified the need and importance of their products intheir lives. For this they not only provided information about their product in their TVcommercials but also related it to the security and healthy development of their family thatincluded young growing children. With development of technologically advanced products EFLensured its consumers that it provided products that could purify water having different kind of impurities and provide the consumer with complete protection from germs and harmfulchemicals.
With the recent emergence of competition, EFL had tried to focus on its core competency i.e.the wide customer base and has introduced more advanced water purifier as compared to thatprovided by its competitors. EFL convinced its customers that Aquaguard was a need for their family & other purifiers uses one or two purifying techniques, the Aquagurad range of water purifiers have all of these which includes UV, uF, RO and e-boiling.
The TV commercials flashed the Eureka Forbes distribution offices telephone numbers, wherecustomers could call and book home demonstrations.
PRIMARY AND SECONDARY TARGET AUDIENCEPrimary Target Audience
1. The main target of EFL has been families with young children who are most prone towaterborne diseases.2. Data States only 1% rural population has access to purified portable water, whereas68% population lives in villages. So people living in rural areas are also main targetaudience.