A Project Report

On
“Study of Sales and Distribution Management of Eureka Forbes Ltd in Nagpur with reference to aqua sure.”

BY :- SAURABH NEMA (DMIMS)

 TABLE OF CONTENTS

• Company profile
• Mission and vision
• Water purifier industries in india
 OBJECTIVES OF RESEARCH

 
• The objectives behind my project “study of “Sales and Distribution strategy of
Eureka Forbes Ltd in Nagpur city with reference with Aqua Sure”.
• Main objective of study:-
• To study the sales and distribution channel Strategy of Eureka Forbes Ltd.
• Sub objectives of study:-.
• Perception of retailers towards the distribution channel of the Eureka Forbes Ltd.
• To know how competitors channel strategy affect market place.
• To know relationship management strategies of Eureka Forbes Ltd with the
distributors and retailers
• To know the Eureka Forbes Ltd planning towards the distribution channel strategy.
• To enhance my knowledge in field of marketing and to understand how
theoretical principles can apply in practical world.
 Company profile
• Eureka Forbes part of the sapoorji pallonji gropes Forbes based in
Mumbai is an Indian consumer company
• Eureka Forbes was the first introduce domestic water purifier the
aquagard model as well as vacuum cleaner to India in 1980s
• The company operates in over 92 cities in India and employee over
7000 individuals
• To introduce previously unknown products to a society in which
nationwide commercial campaigns were impossible to company
pioneered direct selling, the cross of suit –clad Eureka Forbes sales
man were a trademark suggest they are now Asia’s largest direct
selling organization with a 5000 strong direct sales force touching 1.25
million Indian aquagard has become a synonym for water purifier in
India.
 Mission and vision
1) Mission statement of EFL:-
  To build sustainable relationship with customer as their “friend for life”, by satisfying their
evolving health hygiene, safety and lifestyle need.
 
2) Vision statement of EFL:- 
A happy, healthy, safe and lasting relationship with customer. Our people whose
entrepreneur sprite and ambition is fuelled by culture of pried learning, earning and our
product and service that reflect innovation, become quality benchmark an d provide real value
for money our policies and practice that are fair, transparent and consistently improvement to
maximize stake holder satisfaction and achieve market leadership.
Our customer is the center of our business integrity and highest ethical standard
communication that is open, consistent and two way diversity of people cultures and ideal
innovation and encouragement to challenge the status continues improvement development
and learning in all we do teamwork and meeting our commitments to one another
performance with recognition for results, We are guided by a Vision which states: Unpolluted
water and air is our children’s birthright.
 
Water purifier companies in market
Tata(swachh)

Aqua fresh Kent

Koryo Eureka Forbes

Kenstar water
purifier HUL(purit)

Zero –B Philips

Aqua teach Whirlpool

Product profiles

STORAGE

UV+RO
Aqua UV
sure

RO
Storage product
UV product
RO product
 Channel of EFL

DIRECT

EXISTING

NEW
 DIRECT CHANNEL

companies regional
auqua mall consumer
warehouse office,warehouse
• END USER 5
• RETAIL OUTLET IN NAGPUR CITY 4
• PRIVATE GODOWN OF DEALER (big bazar,reliance digital,the next 3
shoppy ,and more big dealer etc.)
• COMPANY WARE HOUSE AT BHIWANDI (MAHARASTRA) 2
• FACTORY (AQUA MALL) 1
NEW CHANNEL
• END USER 5
• DEALER 4
• MANISH TREDERS (COMPANY DISTRIBUTER) IN NAGPUR CITY 3
• COMPANY WAREHOUSE AT BHIWANDI (MAHARASTRA) 2
• FACTORY (AQUA MALL) 1
EXSITING CHANNEL
 FINDINGS
 
• Product availability in market of aqua sure in existing channel is 72% it satisfactory in point of view to
company
• In Fresh counter aqua sure product is not available.
• EFL storage product extra and amrit have more demand in market; the availability of storage product is
91% that is good.
• As compare to anther brand aqua sure is in 2nd position and 1st position have achieved by HUL pure it. But
in each store I observed that pure it having only storage product if we compare it to aqua sure then we
find that aqua sure having more product line in market.
• Timely delivery of EFL product is good that is 91% of dealers are satisfied by timely availability of product.
• Companies demonstration is not much impressing that is only 69% dealer are satisfied with
demonstration.
• Company provide ISP facility to key dealer, key dealer is a category of dealer who keep all EFL product in
his counter. So by analysis data I found that only 50% key dealer is getting ISP facility.
• Sales person visiting at dealer counter is not much impressing that is 48% counter get weekly 38%
monthly and 14% never.
• POP material is also not available at up to the mark in market that only 61% counter has got POP material.
•  
 Suggestions
• In every company who dealing with durable product after sales service is must to maintain product image of company and
retain customer for repurchase and it also help in mouth to mouth promotion. Service should hard and fast especially in
rainy season service requirement get increase so company should appoint additional special technician team for service
that should reflect become quality benchmark and provide real value for money.
• Some EFL product in RO category which having 6 to 8 litter water storage capacity such as SPRINGFRESH DX RO does not
having facility of wall mounting according to my market observation and feed back of many dealers and ISP other
companies RO product having same water storage capacity have wall mounting facility and customer is more demanding
of such facility so my suggestion to company is to efforts towards R&D to make lighter of this product or innovate new
technique for mounting such product on wall so there is need to modification of SPRING FRESH DX RO. it will help to
increase market capture and increase in market because company have good repo in market than other brand.
• About service in Nagpur city I get many negative feedback many dealer is not ready to maintain stock in his shop because
of lack of after sale servicer of company. According to my observation during project other company in water purifier is
giving hard and fast service so there is immediate need to take action on it and company should increase service person.
• In areas like beltodi , manish nagar and such areas where some shortage of NMC water but people get NMC water 3 day in
weekly in such areas people use both borwell as well as NMC water in such areas people use both water for drinking so
demand in such area is much for RO+UV product and during my serve I observed that there is a no stock of RO+UV
product in such areas dealer counter.
• Today’s market much influencing by media, advertisement using celebrity inducement and other challenges in
advertisement influence purchasing decision of customer, EFL companies advertisement flouting rate is less as compare to
other companies brand , so company should focus on advertisement efforts to sustain in competitive market.
 conclusion
• As a part of MBA curriculum I got tremendous experience from this SIP, but this dissertation increase
my knowledge not only about sales marketing as well as the whole concept of Marketing. Before
starting this project I also didn't know that complexity with the sales channels but after that I observe
that it is very important thing for marketer, product and customer also. The division currently offers
industrial vacuum cleaners, floor cleaners and high pressure water cleaners to customers in India
• This project focuses on sales and distribution management of and success strategy of Eureka Forbes
and its fundamentals. I have tried to cover all related issues with the consumer division
(retailer/dealer) sales and distribution. In this project it is very easy to find different Strategy for
different products and success strategy of Eureka Forbes through sales and distribution channel in
consumer division.
• Eureka Forbes is one of the oldest companies in water purifier segment, and have world number one
sales force, hence I choose this topic specially to study the sales and distribution strategy of EFL and
how it manage. I got an invaluable practical knowledge about sales and distribution management
during this project, I was in consumer division of EFL (aqua sure) which deals in retail market. I
studied in both the distribution channels of aqua sure they are existing channel and new channel,
aqua sure have good quality of product than other brand, with help of proper implementation of
sales and distribution channel aqua sure would become no 1 st brand in Indian water purifier market.