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Communication Campaign²Eureka Forbes Ltd.¶s Aquagueard Water Purifier Health is wealth is the advertising message that resonated with mothers across the country when the Aquaguard was first launched. The EFL¶s salesmen are called Eurochamps. The initial communication had one primary objective: to introduce Eurochamps to its target audience ± the homemaker ± and persuade them to accept the concept of direct selling. As the concept took root, Aquaguard shifted gear and began the more difficult task of propagating the importance of drinking water in improving the quality of life. Its 'Celebrate Water' strategy won the brand many friends and laid the foundation for the Aquaguard of today.
Awareness Eureka Forbes created awareness about its product by huge amount of personal selling. EFL¶s sales personnel, called as Eurochamps by the company, were rigorously trained to provide all the information like benefits of a water purifier, its usage and it¶s after sale services to customer.
Comprehension EFL had to ensure that the customers identified the need and importance of their products in their lives. For this they not only provided information about their product in their TV commercials but also related it to the security and healthy development of their family that included young growing children. With development of technologically advanced products EFL ensured 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 harmful chemicals. Conviction 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 that provided 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.
Action The TV commercials flashed the Eureka Forbes distribution offices telephone numbers, where customers could call and book home demonstrations.
PRIMARY AND SECONDARY TARGET AUDIENCE Primary Target Audience 1. The main target of EFL has been families with young children who are most prone to waterborne diseases. 2. Data States only 1% rural population has access to purified portable water, whereas 68% population lives in villages. So people living in rural areas are also main target audience.
3. Hospitals, clinics, government and non-government bodies and health care agencies. 4. Industries which use mineral water in manufacturing their goods. Secondary Target Audience 1. Small Children basically infants, teenagers who are Immature and incapable to have a direct purchase. 2. People directly or indirectly using the manufactured products of industries which use mineral water in their production system. 3. People going to hospitals, clinics, government and non-government bodies and health care agencies. Message Strategy The message strategy is a foundation for your marketing. It consists of a positioning statement and three support points. They address key target market problems by stating a benefit; i.e. why the target market should care about your product. Your message strategy makes it easier to deliver the same message across all marketing media. Consistent execution of the same message is a critical factor in successful marketing
The positioning statement y Eureka Forbes slogan is ³Your Friend for Life´ ± This sends out the message of durability and reliability of the company¶s products and services. People¶s perception of EFL as their friend helped build trust in their minds for the brand. For Aquaguard it uses ³Safe water: Every Indian¶s Birthright¶- They emphasized the need of pure and safe water for all Indian households through this and also focused on creating the need of their product.
Creative Execution EFL has used the informational appeal to emphasize the importance of their product and the need for it. Assuming consumer¶s rationale for clean and safe drinking water and their high involvement in the product it provided information on the water purifiers and the technology used in each of their purifiers. Their slogan µFriend for life¶ has a double message which signifies long term customer relations and a friend to water which treats it nicely and makes it safe. Besides rationale of the consumers, EFL has used emotional appeal in their television advertisements. Most of their ads feature small children who are most vulnerable to waterborne diseases. These ads question the use of tap water and carelessness when it comes to the safety and growth of these children.
Message Source EFL¶s Aquasure featured TV actress Smriti Irani in its advertisements. Smriti, a popular TV actress in Indian households and an icon among the houswives, formed an effective opinion leader for the consumers. In the television commercials, she emphasized on the hidden impurities in tap water and the need of purifying them for a healthy family. Also, she elaborated on the advantages of Aquasure water purifier for middle class families.
Personal sellingEFL has literally thousands of salesmen who do door-to-door selling and address customer¶s problems. They also offer discounts on direct selling thus providing an additional incentive to the customer to opt for such a purchase. Eureka Forbes continues to be the best friend in an Indian Household even after two decades and the sentiments have not changed. Eureka Forbes ± Friends to Society y Aquaguard Water Right Child Bright Program which educated school students on healthy living and built an army of young Aqua Ambassadors to spread the message of water conservation. Eureka Forbes Institute of Environment engineered the Daily pollution watch on Star News which is now aired on NDTV. EFL set up of various recreational Parks for the senior citizens. Installing free water purification systems in times of calamities ± Mumbai floods, 2005, tsunami in Tamil Nadu, 2005 and Bhuj earthquake, 2001. Free PUC camps at petrol pumps all over India. Awareness programs and seminars on waterborne and respiratory diseases. Health check-ups were done during the Aquaguard RO Health Yatra across residential colonies, market places, malls, parks and clubs as part of its social awareness campaign. Also, personnel¶s from Eureka Forbes participated in the Mumbai half marathon in 2005 to create awareness on saving water. Rainwater harvesting program to create citizen involvement in working out a solution to the water crisis focusing it on Mumbai.
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Success of marketing and communicating strategy The company¶s market strategy relied on consumers¶ rationale and their need for safe and drinking water. The problem of safe drinking water in most of the cities made it easier for EFL to market their products. Their television advertisements met its objectives as they were primarily targeted towards families. This created a mass appeal among the audience.
Eureka Forbes followed marketing system very different from those adopted by most consumer product companies. It did not set up a dealer network to sell its products but it set up a "Direct Sales´. Also, the direct selling ensured friendly salesman who provided all the related information required by the consumer thus making their direct selling program a success. Also, EFL¶s CSR activities worked in their benefit and helped them further establish their image strongly as the friends of the society as the company focused on relevant and contemporary issues faced throughout the country. Also, EFL¶s vision in the pollution measurement and save water programs further enhanced the consumers¶ trust in the company. Aquaguard water purifier was a clear winner and it connected very well with the concern of mothers about the purity of the water at home.