A Project on :

Direct
Marketing :

Submitted by :
Lalit Kumar Agarwal
14DBA075
 Introduction

Born in 1982 with the coming together of

&
A Shapoorji Pallonji company since 2002
Market Leaders in pure water and cleaning
One of Asias largest Direct Sales consumer products
companies with direct relationships with over 10
million customers
An institution that has churned over 100,000
successful Sales Leaders (Eurochamps) over the last
30 years
Companys Belief
 Companys Goals
Eureka Forbes will be a World Class, Billion Dollar,
Multinational Corporation
Leaders in Health, Hygiene, and Safety Products & Services
through Power Brands
Create a Happy Family of Eurochamps
Customers are emotionally hooked to the Eurochamp and
the Company
Cross-cultural, Global Presence in 50 Countries serving over
20 million Customers
Be an Ambassador of Goodwill to Society and the Earth we
live in
Companys Ethos
Companys approach to the market

Eurosmil
e-
service
Companys Market

A strong team of over 8000 committed Eurochamps

operating from 132 cities & towns of India from 220
branch offices Customer Response Centres

324 EuroPartners (Franchisee Operations in the same

towns as above) help increase our reach.

402 EuroSathis (Franchisee Direct Operations) in as

many towns.

600,000 new consumer homes added to the family

each year.
 Companys Marketing Strategy in
India
Forbes followed the globally tried and tested direct selling strategy
popular in India

Awareness about the product in the Indian market before it sold

Eureka as a brand
Sales personnel were highly motivated and targeted the right
people
Continuous innovations in the basic product motivated the
customers to buy
 Companys Marketing Strategy in
India

Sales people were trained to be customer friendly

Demonstration of the product at the customers place

Due to the attractive product features, design and layout, it had

huge demand
Direct Marketing

Q. With changing market conditions, is the direct selling strategy

still the right strategy for a consumer electronics manufacturer
like Eureka Forbes?

A method of distribution of consumer goods and services

through personal contact(seller to buyer) away from fixed
business locations, primarily in a home.

It is also defined as a form of selling without retail outlets,

distributors, wholesalers or any type of middlemen.
Personal Selling
Approach
Prospecting

Pre-approach

Approach

Sales Presentation

Post Sales Follow up

AIDAS Implementation by Eureka Forbes
impending importance of vacuum cleaners
Attention and water purifiers was stated with their
degree of indispensability
Eurochamps presentation delivery was tailor
Interest made to portray the major aspects of a product
and its benefits
Eurochamps dealt with the objections tactfully
Desire and clarified them

Action Gracious acceptance and delivery of orders

Satisfactio Maximum Importance given to post-purchase

n relationship with the consumers
 Companys Pillar of Success
Customer Service
ISO 9000-2008 certification for after sales in key Cities
1100 service partners
5800 trained technicians
Over 3.9 Million customers covered under AMC
85 % of service revenue is thru annual maintenance contract
Customer Confidence Center Unique initiative
Call 3988 3434
Customers can check the authenticity of Service technician
12 hour National Call Centre Eurohelpline
Telephone
Web support
280,000 home visits each day

We knock as many doors as the entire population of the UK

every year
No one covers India better
10,000+ effective demonstrations each day
Over 40,000 kitchen visits each day by our service team
Unmatched Reach and undivided attention
21,000 man hours of one-on-one customer interaction
every single day
Trained manpower
80% of customers within a 5 km radius
Covering India
Over 1650 towns and 82% of Urban India Homes (SEC A, B &

C)

8 Cities TI
E Direct Sales

Retail reach: 1650 towns

R
5161 Towns and 600

1
32 Towns CRC
TIER 2
| 63% of SEC A&B Urban
districts

117 Towns Households

784 Towns

TIER 3

157 Towns TIER 4

FDO
| 19% of SEC A&B Urban
391 Towns TIER 5 Households

79 Towns TIER 6
NA
Pure & Safe Drinking Water
Name a water condition, we have a solution for it

17 technologies addressing 17 water conditions : 17/17

Range of 48 models across different technologies
Pure drinking water to balanced drinking water
Pure drinking water to tasty drinking water
Products certified by Indian Medical Association
Trust of over 10 million mothers
After Sales Service across the country
30 years of Leadership across
technologies

Ultra violet

71% share of the organised market

Reverse Osmosis

44% share of the organised market

Others

Overall 53% Share

Not always visible but our backbone

Aquamall the backbone supporting it all.

Aqua diagnostics Asias most prestigious water Research
Centre
18 water labs that monitor ground water
Over 6000 postal codes mapped for ground water quality
www.waterwonderfulworld.org
5000+ hits each month
Not just selling..
Indias one and only call centre manned by Eurochamps
with special needs
No Vacancy
Karne Gaya Tha Mai Naukari Ki Talash
Pass hua tha mai first class
Jahan bhi kiya seach maune kaam
Paya maine no vacancy ka naam
Ka sakta tha main bahut achche se apna
kaam
Par nahi janta tha kisi Minister ka Dham
Aaj ke yuva ka bhrastachar
Bana raha tha mera achar
Hoka aakhir lachar
Kiya maine aatm hattya ka vichar
Aaya mai Bharatiyee rail ki patri par,
Atma Hattya ki chitthi chhod aya gatri par
Likha tha mai maroonga jahar Kaakar
Par jaher ne mujhko mara nahi
Milawat se bachne ka koi chara nahi
Bharitya rail ne mujhko mara ek dhakka
Mujko gend banakar mara ek jordar chhaka
Yaad agai mujko meri naani
Asptal me letkar maang raha tha pani
By Ashok Gupta
They are Future Ready
Socially Connected

Indias top 5 corporate websites

3 Fan Pages on facebook
+6 Lakh Fans
Dedicated YouTube channel
WAP ready
Lead management - Instant call
connect in 130 cities with
Eurochamps mapped by
pincode..all in 30 seconds.
Each month attracting 200,000
unique visitors resulting in over
10,000 sales & 6,000 service
enquiries each month
Some of the practices that have
become benchmarks

A Case Study at Richard Ivey

School of Business, Canada

Forbes Asia
Aquaguard Delivery:
Filtering all our worries away as we make
our sure and steady way

MAKE Awards
Consistently for 5 years in
a row in India; and for 3
years in Asia.

Endorsed By The
Marketing Guru Cited in Philip
Kotlers
Marketing Management (the Marketing
Bible)