Study of Marketing Strategies of

Eureka Forbes Water Purifiers

Chetan Sharma
Registration No.
1308014484

BONAFIDE CERTIFICATE
Certified that this project report titled
Study of Marketing Strategies of
Eureka Forbes Water purifiers is the
bonafide work of Chetan Sharma, who
carried out the project work under my
supervision in the partial fulfilment of the
requirements for the award of BBA degree
Signature
Mrs. Meenakshi
Handa Guide Registration Number

DECLARATION BY THE STUDENT

I, CHETAN SHARMA bearing Registration No 1308014484 hereby
declared that this project report entitled Study of Marketing
Strategies of Eureka Forbes Water Purifiers has been
prepared by me towards the partial fulfillment of the requirement
for the award of the Bachelor of Business Administration (BBA)
Degree under the guidance of Mrs Meenakshi Handa
I also declared that this project report is my original work and has
not been previously submitted for the award of any Degree,
Diploma, Fellowship, or other similar titles.

Place:
CHETAN
SHARMA
Date:
Reg. No
1308014484

ACKNOWLEDGEMENT
I would like thank the Management and sales team of
Eureka Forbes, Dwarka Office, Delhi for giving insight of
their marketing strategies and adaptations in the same.
I would also like to thank my project Guide Mrs.
Meenakshi Handa for helping and guiding me through
this project.
Last but not the least I would like to thank the faculty of
SMU who imparted knowledge on the presentation of
this project.

CHETAN SHARMA
Reg. No 1308014484

INTRODUCTION
Highlights
10 billion multi-product, multi-channel corporation part of the Shapoorji Pallonji Group
Over 7,000 employees
Leaders in domestic and industrial Water Purification
Systems, Vacuum Cleaners, Air Purifiers & Security
Pioneers in Direct selling - Asia's Largest Direct Sales
Organisation
A strong service network that backs up sales efforts,
Supported by Call Centre, Customer Care
Representatives & Mobile Service Vans and 24 hour
helpline for customers - Eurohelpline

 Eureka Forbes - A Business Superbrand

Aquaguard & Euroclean - Chosen
Superbrands
Ranked among India's Most Admired
Consumer Durable Companies
Best Employers (3 times in a row)
Winner of 'Most Admired Knowledge
Enterprise' MAKE- Asia Awards
A case study at the prestigious Harvard
Business School
Winner of awards on Customer
Responsiveness
Winner of Water Digest awards

 Customer has always been the centre of their business

They are in close and constant touch with their customers,
listening to them and understanding their needs
They have created exciting new products and services to
satisfy customers needs
A sale is only the beginning of a relationship - they make a
special effort to let the bonds of friendship endure through
service, post purchase training and a host of other
customer care incentives
Everyone in the company strives to make their customers
'Friends For Life'
A significant part of companys revenue comes from
relationship marketing including service contracts, spares
& accessories sales, product up gradations and references
of new customers

PRODUCT- AQUA GUARD

Eureka Forbes-Aqua Guard
Aqua Guard is the most trusted brand all
over India .Aqua Guard water purifier chosen
as super brand. Eureka Forbes is pioneer in
Home water purifiers, RO water purifiers, UV
water purifiers in India. They are specialist in
5 water technologies addressing 17 diverse
water conditions and are the World's largest
manufacturer of Ultraviolet (UV) based water
purification system.

RANGE

Zero B Pristine 15LPH

Aquaguard Total Sensa
Aquaguard Ultra
Aquaguard Total RO Smart
Aquaguard Reviva
Total Gold Nova
Eureka forbes classic

COMPETITORS

Kent grand
Hindustan unilever pureit
Philips intelligent
Whirlpool Pure Fresh
Jaipan Water Purifier

STRATEGIES
Strategies Adopted That Have Made Eureka Forbes A
Popular Brand Name
Direct Marketing
Advertisement Campaigns
Dedicated Service Help-line
Marketing Mix
Direct Selling- Door-to-Door Selling
Product Segmentation
Making and Growing Relationships- An Irreplaceable
Commodity

OBJECTIVES
The main aim of this research is to
study the
Marketing Strategies followed by
Eureka Forbes Water Purifiers in West
Delhi
Understand the effectiveness of
those strategies shortcomings if any.
Measuring attitude of the customer
for the product through survey.

LITERATURE REVIEW
Historically, marketing strategy formulation is viewed as an antecedent to performance
outcomes (Lages 2000). It is the modus operandi that allows an organization to concentrate its
limited resources on the best available opportunities to increase sales and achieve a
sustainable competitive advantage (Michael Baker 2008 Marketingstrategy has been a salient
focus of academic inquiry since the 1980s, according to (Mavondo 2000). There are numerous
definitions of marketing strategy in the literature and such definitions reflect different
perspectives (Li et al 2000). A traditional definition of marketing strategy is a plan for pursuing
the firms objectives or how the company is going to obtain its marketing goals with a specific
market segment (Orville and Walker 2008; Theodosio, Leonidus, 2003; Kotler,Armstrong, 2009)
while Brodrechtova (2008) explains that marketing strategy is a roadmap of how a firm assigns
its resource and relates to its environment and achieves corporate objective in order to
generate economic value and keep the firm ahead of its competitors. In laymen terms it is to
determine the nature, strength, direction, and interaction between the marketing mix-elements
and the environmental factors in a particular situation (Li et al 2000). According to Levie(2006),
the aim ofthe development of an organizations marketing strategy development is to
establish, build, defend and maintain its competitive advantage. A thorough analysis of the
newest scientific articles on strategic management and organisational behaviour indicates that
71% of them analyse company performance as a dependent variable, 12% of them analyse
itas an independent variable while 11% ofthe studies analyse performance as a dependent as
well as an independent variable (March and Sutton1997)
While studying the marketing strategy, how a direct marketing expert has focussed print and TV
advertising to barge into tier two cities.

RESEARCH METHODOLOGY

Methodology
Selection of descriptive research method design is done for research.
Method of Sampling
The procedure of selecting units is called sampling. There are two basic
sampling methods
Probability Sampling
Random Sampling
We have adopted random sampling method.
Sampling Unit
Customers
Sample size
40 respondents
MEASURING ATTITUDE
This is a learned pre disposition to behave in a consistently favorable occur,
in favorable way with respect to a given object (product, brand, retail stores
etc). Attitude is learned and consistent.

RESEARCH METHODOLOGY
Statistical Tools & Techniques
Pie Chart with the help of Microsoft excel and other statistical
techniques will be used.

Tools
Questionnaire method

Data Collection
Primary Data Collection: Questionnaire filled by a selected group
of people.
Secondary Data Collection: The data has also been collected from:
Books & Magazines
Internet

DATA INTERPRETATION
Data interpretation is segregated into
3 main parts: Competitors Analysis
(a) Product Satisfaction
(b) Product Improvements
Company Analysis
These are explained below with proper
and authentic data (percentages),
acquired from the market survey.

Competitors Analysis:
Initially Eureka Forbes was the only company manufacturing water
purifier, in West Delhi. It used to enjoy a monopoly market. People there
were not aware of any other brand. But with changing times, other
companies had emerged with their technologies and products. With the
help of branding and media these company has gained a little
importance in the town of West Delhi. Though the mass of the population
is still using Eureka Forbes- Aqua guard, but still people are aware of
some of the brands which have emerged. They are as follows:
Philips- Intelligent Out of 40 respondants 4% are aware of this product
Kent Guard Again only 4% are aware of this brand
Hindustan Unilever 8% of the people are aware of this brand
Blue Star Only 2% know about this product
Kenstar Around 6% of the respondants know about Kenstar water
purifier
Aqua fresh water purifier P7 Only 1% of the total respondants were
aware of this brand.

Product Satisfaction:

During the market survey we have

found that maximum people of
West Delhi are more or less
satisfied with the Eureka Forbes
aqua guard. Around 75% of the
people are using the product out of
which only 10% are not satisfied
due to some reasons, they are:
Poor after sales service
Lack of transparency in promotional
events conducted
Only high end products having
unique features.

Product Improvement;
Although most of the people of West Delhi
are using Aqua guard, still the product is in
a requirement of improvement in certain
things. They are
E boiling technology should be more user
friendly so that it can be easily handled by
less educated people.
Service should be improved in order to
maintain long term relationship with the
clients.

Company Analysis:
Few years back a poisonous chemical, Arsenic, was found
in the drinking water of West Delhi, which had harmed
many residents. From that time people became very
cautious about pure drinking water and decided to use
water purifier in their regular life. That was the time when
Eureka Forbes Aqua guard came into existence. It was the
only product which was there in the markets of West Delhi.
The people started using it and Eureka Forbes started
enjoying a monopoly in the market. Although other new
companies have come up with their products, still most of
the people do not want to shift to any other brand. Aqua
guard has earned the faith of the people of West Delhi.
Aqua guard has become a generic name for all water
purifiers.

REASONS FOR CHOOSING EUREKA

FORBES AQUA GAURD

LEVEL OF SATISFACTION

REQUIRED IMPROVEMENT PARAMETERS

COMPANY GOODWILL BRAND SELECTION

CONCLUSIONS
There are certain terms of sampling which helped us to reach to
this conclusion
of the project. They are: Extensive use Television advertising primarily for brand building.
Eureka Forbes is mainly in the business of direct selling, the
components of our advertising are built around opening more
doors for the sellers.
The survey has showed and proved that Eureka Forbes is
enjoying a monopoly in the markets of West Delhi.
We have found out from the survey that people use the word
Aqua guard as a generic name for all water purifiers no matter
to which company and brand it belongs to.
Moreover our survey has showed that most of the people are
using aqua guard in their work place as well as in their homes.


RECOMMENDATION & SUGGESTIONS
Although Eureka Forbes- Aqua guard is capturing a large
market share, still there are certain things which the
company should take care of. They are: Maintain long term customer relationships by providing
valuable after sales service,
Promotional events should be done in a regular basis to
keep the people aware about the new technologies and
products and also to prevent new companies from
capturing the market,
The company should take initiative to give maximum
features and design in minimum price range.
The company should also focus on Social Media
Marketing to capture new generation.

BIBLIOGRAPHY
From Sales obsession to Marketing
Effectiveness by Philip Kotler ( Page
67-75)
www.eurekaforbes.com
http://knowledge.wharton.upenn.edu/a
rticle/moving-beyond-direct-sellingeureka-forbes-embraces-digital-custo
mer-service/
www.icmrindia.org