Executive summary

This report on Eureka forbes is done to find out certain objective

regarding the strategic approach Adopted by Eureka forbes to
stand strongly in the competitive water purifire market. Eureka
forbes’s marketing strategies are analyses using various models
like SWOT analysis, BCG Matrix, Ansoff’s matrix, porter’s five
forces etc.

The outcomes of these models are properly analyzed to find out

the various aspects like companies position and competitors
position in the market.
This report on Eureka forbes not just give description about the
company but it also talks about the various marketing strategy
adopted by the company.
SWOT analysis of Eureka forbes helps to find out the weak
points of the company and to find out the way to overcome this
problem.
Similarly with the help of Ansoff matrix it can be finding that
what are the different strategic options available to the company
under the different market condition and to find the answer that
why company is looking for overseas market like U.S.A and
other countries
 Eureka Forbes

Type Public
Industry water purifiers,vacuum cleaners
Founded 1982
Headquarters Mumbai, Maharashtra, India
Key people Suresh Goklaney (Chairman & MD)
Products Aquaguard
Employees 7000
Parent Forbes & Company Ltd.[1]
Website Official Website

Eureka Forbes, part of the Shapoorji Pallonji Group's Forbes Gokak based in
Mumbai[2], is an Indian consumer appliances company. Eureka Forbes was the
first to introduce domestic water purifiers - the Aquaguard - model - as well as
vacuum cleaners to India in the 1980s[3]. The company operates in over 92 cities in
India and employs over 7,000 individuals.

To introduce previously unknown products to a society in which nationwide

commercial campaigns were impossible, the company pioneered direct selling[4].
The corps of suit-clad Eureka Forbes salesmen were a tremendous success. They
are now Asia's largest direct selling organisation with a 5,000 strong direct sales
force touching 1.25 million Indian homes and adding 1,500 customers daily.

Pallonji Mistry
Pallonji Shapoorji Mistry is an Irish-Parsi construction tycoon. With his 18.5%
stake in Tata Sons, he is the single largest shareholder in India's largest private
conglomerate Tata Group. He is also the Chairman of the Shapoorji Pallonji
Group through which he owns Shapoorji Pallonji Construction Limited, Forbes
Textiles and Eureka Forbes Limited. He is also the former Chairman of
Associated Cement Companies. In 2010, Forbes estimated his total fortune to be
worth US$5.93 billion.Pallonji gave up his Indian citizenship in 2007 to adopt
Irish citizenship, making him the second richest Irish national in the world,
behind Sean Quinn.

Nicknamed by his colleagues in Tata Group as the Phantom of Bombay House,

Pallonji, despite being one of the most successful businessmen in India, is known
for his media-shyness and rarely appears in public. A short biography of Mistry
was written in a 2008 book by Manoj Namburu titled The Moguls of Real Estate.
[3]

Personal life and wealth

In spite of being one of the richest Indians and Chairman of the Shapoorji Pallonji
Group, Pallonji Mistry is a man who rarely appears in public and is often
described as being media shy. His employees call him the man with no faults, his
friends describe him as humble and within the Tata Group he is known as the
Phantom of Bombay House.

In 2006, he gave up his Indian citizenship to become an Irish citizen.[4] His son-in-
law Noel Tata is the CEO of the retail arm of the Tata Group. Noel Tata is also
the half-brother of Ratan Tata. He has Two Sons - Shapoor and Cyrus and Two
Daughters- Laila and Aloo. His son Shapoor Mistry is married to Behroze Sethna
the daughter of lawyer Rusi Sethna.

Company Overview
Eureka Forbes, Ltd. offers water purification systems, vacuum cleaners, and air purifiers.
The company also offers security solutions, including home security systems, intrusion
alarm systems, access control systems, fire alarm systems, and surveillance systems. In
addition, it offers industrial solutions, such as industrial water purifiers, commercial and
industrial vacuum cleaners, hard floor cleaning and maintenance machines, high pressure
cleaners, and cleaning and hygiene products. Eureka Forbes offers its products through
dealers and institutional sales network. The company was incorporated in 1931 and is
based in Mumbai, India. Eureka Forbes, Ltd. operates as a subsidiary of Forbes & ..
Company Ltd.

Eureka Forbes Started in 1984 with joint venture between Forbes (India) and Electrolux
(Sweden) by introducing water purifier (aquaguard) and Vacuum cleaner (Euro Clean) in
the market. They were the first to innvate and make the indian homes realize the need of
water purifier and vaccum cleaners. During that time these products were unknown to
indian market therefore advertising commercial campaigns were an impopssible. Because
of the low interest and since the product benefits needs to be demonstrated to the
customers, conventional distribution was not viable. Hence EFL chose the less traveled
Direct selling route.

Direct Marketing is a method which helps to create a direct connection

with the potential consumer to obtain an immediate response and
cultivate lasting consumer relationship. Eureka Forbes is the first
company in India to introduce direct marketing. Today it is Asia largest
direct selling organization. It has 6000 direct selling force touching 1.5
million Indian homes and adding 1500 customers daily. . It has 3800
dealers and 58 distributors across the country and operating in over 550
towns and cities.

COMPANY
1. Rs. 10 billion multi-product, multi-channel corporation -
part of the Shapoorji Pallonji Group
2. Over 7,000 employees
3. Leaders in domestic and industrial Water Purification
Systems, Vacuum Cleaners, Air Purifiers & Security
4. Pioneers in Direct selling - Asia's Largest Direct Sales
Organisation
5. 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
6. Eureka Forbes - A Business Superbrand o Aquaguard &
Euroclean - Chosen Superbrands o Ranked among India's
Most Admired Consumer Durable Companies o Best
Employers (3 times in a row) o Winner of 'Most Admired
Knowledge Enterprise' MAKE- Asia Awards o A case study
at the prestigious Harvard Business School o Winner of
awards on Customer Responsiveness o Winner of Water
Digest awards Customer has always been the centre of
their business
7. 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
8. 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
We are ‘Your friends for life,’ we are EurekaForbes!
It dates back to 1982, when health ambassadors from Eureka Forbes, with a
new concept of living in a clean environment and drinking water in its purest
form knocked on your door! They called themselves friends for life and they
proved that they indeed were. Eureka Forbes continues to be the best friend in
an Indian Household even after two decades and the sentiments have not
changed.

Eureka Forbes is a part of the Shapoorji Pallonji Group and today it is a 12

billion INR, multi product and multi channel corporation. Incepted in 1982, we
have put 28 years of consolidated efforts to become the undisputed leaders in
domestic and industrial Water Purification Systems, Vacuum Cleaners, Air
Purifiers & Security Solutions. Being Asia’s largest direct sales organization,
our force of 7000 direct personnel touches 1.5 million homes. We have one of
the largest networks catering to more than 131 cities and 398 towns across the
country! We also have a 10,000 strong dealer sales network and over 58
distributor strong Industrial Sales Network.

Dedicated to the cause of providing healthier living, today, we have

successfully established ourselves as a business super-brand and our dedicated
team works around the clock to make your lives healthier and more secure! We
strive to provide the best after sales service and to achieve the same we have
over 1500 service centers and as many as 4500 company trained technicians
who visit over 20,000 Indian kitchens daily!

Our efforts have borne us fruits in the form of the numerous

awards that we have received from time to time:
• Winner of 6 prestigious UNESCO Water Digest Awards 2009-10.
• Winner of the Frost & Sullivan Award for the Best Company from the
domestic point of use, Water treatment systems and Customer Service
Leadership Award.
• We have been ranked amongst India's Most Admired Consumer Durable
Companies.
• Awarded Best Employers 4 times in a row.
• Winner of 'Most Admired Knowledge Enterprise' MAKE- Asia Awards.
• Holds the distinction of presenting a case study at the prestigious Harvard
Business School.

Code of Conduct:

Territory: The representative will sell the products of the company to the
customer's house/office
within the specified boundaries/territories approved by the company

Information and Use of the Products: The representative will offer the details
to the customer about the products which can be confirmed with the necessary
demonstration in support of information mentioned in brochures, user manual
or literature published/issued by the company.
The representative shall not overstate or exaggerate claims/features of the
product.
The representative will inform the customer about any scheme with the
products which are officially announced by the company Standard and Quality
of the ProductThe representative will offer the details about the standard and
quality of the products which are mentioned in the brochure, user
manual/literature and which are confirmed by respective authorities by
certificate

Technical Aspect: The representative will inform technical details to the

customer which are mentioned in the brochure, user manual/literature

Price of the Product: The representative will offer the products to the
customer on such price which are fixed by the company and there will be no
deviation from the same

Promises: Verbal and WrittenThe representative will offer those promises

which are fair and can be fulfilled within the company's policies. The
representative shall give accurate and understandable answers to all questions
from the customers regarding the product, price any other matter related to the
product or services

Commitment: The representative will offer those commitments which can be

honoured within the company's policy and within the time frame given by the
company
The representative will honour the commitment within the time frame
given by the company regarding:

• Advances to be converted into sales

• Delivery of the products
• Installation of the products, if required
• Deputation of representative
• Within Warranty, Out of Warranty
• Within Contract , Out of Contract
• Need based Services

Return of Goods: The customer would be provided a period of one week

from the date of purchase to return the product if he/she is not satisfied with the
same and, would be eligible for a full refund of money
Fairness: The representative shall not abuse the trust of individual customers,
shall respect the lack of commercial experience of customers and shall not
exploit a customer's age, illness, lack of understanding or lack of knowledge of
the language
Privacy Personal: or telephone contact shall be made in a reasonable
manner and during reasonable hours to avoid intrusiveness. A representative
shall discontinue a demonstration or sales presentation upon the request of the
customer

Business Practice: The customer is the sole focus of our business. We

constantly direct all our efforts to towards achieving maximum customer
satisfaction by delivering products and services to the best value and quality.

We strive to honor our commitments, implied or expressed to both our internal

and external customers.
We stress on integrity, transparency and consistency in all our dealings. We
always strive to have trusting, mutually beneficial and long-lasting relationship
with out business associates. We seek to maintain a warm, positive and friendly
work environment where everyone shares a mutual feeling of respect for each
other. We encourage teamwork, motivate and train our people to perfect their
skills for the benefit of the individual and the organisation. We set,
communicate and pursue clear operational guidelines and business strategies.
We empower people at appropriate levels to achieve their goals. We recognize
and reward merit and performance. We strive to make the organisation a responsible
corporate citizen.

Knowledge Management in Eureka Forbes

Knowledge Management function in Eureka Forbes was established in year
2001. Eureka Forbes was one of the first Indian consumer goods companies to
create a separate, high-level function to manage enterprise knowledge. A
separate intranet portal, called EuroShare was launched in August,2002.

Our ‘People-Centric’ technology infrastructure EuroShare that enables

employees to unleash and leverage the expertise, knowledge and experiences of
colleagues and partners to meet business objectives, is constantly updated. This
collective expertise is used in fulfilling organisation’s mission.

Few of the most successful features on Euroshare are LMS, Talk Live, Survey
Options and EuroSMS. And some of our successful KM programs are-
EuroSenate, Annual KM mega events such as Knowledge Olympics,
Expedition Everest and EuroIPL have been appreciated by KM practitioners
worldwide.
Eureka Forbes has been recognised internationally for it’s unique and successful KM
practices and has won following national and international accolades

• Twice winner of ASIAN MAKE (Most Admired Knowledge Enterprise)

• Thrice nominated for GLOBAL MAKE ( Most admired Knowledge
Enterprise )
SP Group
140 years ago Mumbai was largely an uninhabited cluster of islands. To fulfill
the water supply needs of the city a reservoir was built, in the famous Malabar
Hills. Not only did the reservoir sustain the needs of Mumbai for the next 100
years, it also witnessed the growth of Mumbai as the Commercial Capital of
India.
The reservoir was built by a Littlewood Pallonji & Co., which today is
Shapoorji Pallonji Co. & Ltd. one of the leading construction giants in India
and abroad.

Over the next hundred years, the company’s expertise has been repeatedly
showcased on projects which involved a major advance in construction
technology
or whose size was beyond the capacity of most others. Blessed with a rich
legacy and heritage, it has marched into the new millennium with modern
management skills, state-of-the-art technology and the ideals of innovation and
customer satisfaction, to the extent that When the Sultan of Oman decided to
build a palace around his throne, he placed his trust in Shapoorji Pallonji.

Shapoorji Pallonji & Co. Ltd. is just one of the jewels in the SP crown. It draws
vital support from other group companies to be able to execute turnkey projects
swiftly and efficiently. These include SP Fabricators, AFCONS, Forbes,
Sterling and Wilson, SP Construction Materials Group, SP Real Estate and
Samalpatti Power Company Private Limited. Together, this conglomerate
continues to strive towards perfection, quality and commitment virtues.
 Technology Innovation
Technology – Open Innovation and Partnerships
Eureka Forbes is a company with a progressive technology vision. We have
long recognized the vital role innovation plays in bringing safer, better and
increasingly valuable technologies to benefit our customers. We believe in
“Open Innovation” where new technologies, ideas and products from within
and outside are constantly explored, evaluated and wherever found suitable,
adopted and implemented. The “Not Invented Here” syndrome is unknown to
us! We believe that the best ideas can come from anywhere and the challenge is
in developing value-creating and mutually rewarding partnerships to bring the
innovations to the market.

True to our “Friend for Life” corporate philosophy, our valued partners have
grown with us through mutually profitable win-win relationships. We have an
unparalleled track record of working with global technology companies, many
in start-up stage, and our relationships have transformed these small start-ups to
independent larger companies, for many of which, we remain their major
customer.

These attributes have helped Eureka Forbes earn the trust of partners over
many years of continuous and growing relationships. We bring solid market
knowledge and entrepreneurial zeal to take innovative technologies to market
and have globally admired sales training programs to disseminate the benefits
of such innovative technologies across the selling chain. These unique
attributes helped Eureka Forbes achieve the coveted MAKE (Most Admired
Knowledge Enterprise) award for several years in a row.

Eureka Forbes invites individuals and companies anywhere in the world to join
us in developing new products and technologies to meet the new market
challenges and changing consumer expectations.
Many products developed under Open Innovation Model are enduring winners
for both Eureka Forbes and our developmental partners.

Some of these winners include -

• The Aquaguard Total Range of Water Purification Systems
• The Aquasure range of storage Water Purifiers using EPA-registered
advanced contact biocidal resin technology
• The Roboclean-Z India’s First Automatic Vacuum Cleaner and dust mite
de-activator
• Self-Contained Mechanised Floor Cleaning machine – Keeping one of the
world’s longest beaches (Marina Beach, Chennai) beautiful.

The heart of Eureka Forbes’ ‘open innovation’ model rests with the Global
Innovation Centre that houses our R&D labs, where we constantly pursue
innovative products and value-creating partnerships. The quest for innovation
never stops here – Will you join us?

If you have developed an innovative technology or marketable solution that has

applications in our business areas, we invite you to be our partner in growth.
Please submit the form below and we will get back to you as soon as possible.
Thank you for your interest in Eureka Forbes – Together We Can!
Home - Home Products

Home Products

-- Vacuum Cleaners -- Water Purifiers

The multi-purpose Euroclean WD not The Aquaguard Total Sensa is the
only removes dirt and dust from World's only purifier equipped
floors, carpets, fumishings and with eboiling+, UV+, RO+
 UF+ and SMP+ technologies that
other inaccessible areas, but also
can purify any kind of water. No
wet cleans your floors & tiles and
Matter where you live. It's
takes care of wet spills, giving you
Patented BluG technology senses
a clean and healthy home
the quality of water...
See all products...
See all products...

-- Air Purifiers -- Security Systems

Presenting an Air Purification I-See is a 24-hour door watch system
System so smart that it can even that enables you to see and speak to
sense the type and the level of your visitors, before granting them
pollution in your home. access to the sancity of your home.

Institutional Water Purifiers

Table top mounted Cooler Cum Purifier.

• Aquaguard Cooler Cum Purifier

• Aquaguard Storage Cooler Cum Purifier
• Aquaguard 600
• Aquaguard 200
• Aquaguard REVIVA - RO 25 LPH Basic
• Aquaguard REVIVA - RO 50 LPH Basic
 4Ps Model of Eureka Forbes l.t.d

Identification of Customer Group

• A customer is “one who purchases a product or
service”.
• There are two types of customers internal and external.
• An external customer exists outside the organization
and buys
its product and services. Employees in the organization
must know how their jobs enhance the total
satisfaction of the external customer.
• An internal customer as important as the external
customer.
• External customers are people who ultimately consume
the final product like the common people. Internal
customers include each employee working in the
organization.

Customer Perception of
Quality
One of the basic concepts of the service quality is
continuous process improvement. The concept implies
that there is no acceptable quality level because the
customer’s needs, values and expectation are constantly
changing and becoming more dependent. These are:
• Performance
• Feature
• Service
• Warranty
 Customer Feedback
Is not a one time effort. It is an ongoing and active prbing
ofcustomer.

Feedback enables the organization to:

1) Discover customer dissatisfaction
2) Discover the relative priorities of quality
3) Compare its performance with competition
4) Identify customer needs.

Toll Free Telephone Number

Toll Free service Phone number 3988 3333 is an effective

technique for receiving complaints. Respond faster to the
complaint without incurring a lot of expenses. Such a
number does not, however, reach those who decide not to
buy the product or those who discover some likeable
features in a competitor’s product. Toll free number is
used by, at least, 50 percent of organization of at least
$10 million.
 Eureka forbs Business Policies
The customer is the sole focus of our business.

 We constantly endeavor towards customer satisfaction by

delivering products and services of the best value andquality.

 We strive to honors our commitments, implied, to

both,our internal and external customer
.
 We stress on integrity, transparency and consistency in
allour dealings.

 We always strive to have a trusting, mutually beneficial

andlong-lasting relationship with our business associates
.
 We seek to maintain a warm, positive and friendly work.
 We empower people at appropriate level to achieve
theirgoal.

 We recognize and reward merit and performance.

 We strive to make the organization a

responsiblecorporate citizen.
IBM To Transform Eureka Forbes Business and IT

 IBM announced that it has signed a five-year, end-to-end

business transformation and information technology (IT)
outsourcing agreement with Eureka Forbes Limited, a
subsidiary of the Shapoorji Pallonji Group and a leading
health and hygiene solutions company. Valued at $15
million, the deal is based on a unique risk-reward model
and will help Eureka Forbes achieve growth by aligning its
IT to business strategy.

As part of the deal, IBM will provide business consulting,

package implementation, infrastructure and application
management services to Eureka Forbes. IBM will also
leverage its research capabilities to offer unique tools that
help Eureka Forbes improve its revenue. Transformational
in nature, this engagement will help Eureka Forbes
increase its focus on customer satisfaction, greater
profitability and enhanced collaboration with its sales force
and dealer network. The deal will also involve transition of
Eureka Forbes IT staff to IBM.

This agreement is first-of-a-kind for IBM in the consumer

durable industry in India, especially in the health and
hygiene solutions segment and follows other successful
transformational deals in industries like telecom and
insurance. Through this unique risk-reward model of
engagement, IBM will help Eureka Forbes achieve four key
objectives:

 Increase product revenue.

 Optimize inventory holding.

  Reduce selling ,general and administrative expenses.

 Increase revenue from annual maintenance contracts.

Talking about this strategic relationship, Suresh Goklaney, Vice

Chairman and Managing Director of Eureka Forbes Ltd. said, At
Eureka Forbes, the customer has always been our most
important focal point. We are delighted with our partnership
with IBM, the world's leading IT services company. We believe
their proven leadership in providing IT transformation for
Eureka Forbes and their global expertise in the consumer
durable industry will enable Eureka Forbes to even more
aggressively achieve its business goal."

Shanker Annaswamy, Managing Director, IBM India/South Asia

said, "IBM will bring its deep global expertise in business
transformation and innovation to enable Eureka Forbes to
deliver greater customer value, business growth and
operational efficiency. Eureka Forbes philosophy is to be a
Friend for Life and we at IBM believe that we could bring in
substantial value in furthering Eureka Forbes mission to create
a healthy, happy and safe life for millions of Indians. IBM is
excited about this strategic partnership and is looking forward
to bring about a positive impact to Eureka Forbes vision for
growth.
Through this IT services agreement IBM will put in place
collaboration platforms like employee self-service, business
partner management system and knowledge management
system. It will also provide helpdesk, server management,
security compliance and network management services, and
drive efficiencies in IT infrastructure. This deal was won against
key domestic and MNC players.
Speaking on the strategic importance of this engagement to
companys IT landscape, Adi Shroff, Chief Information Officer,
Eureka Forbes Ltd said It is important for us to optimize our
core functions in line with overall business strategy and hence
Eureka Forbes partnership with IBM to enable our business
transformation assumes great significance. This engagement
will help us drive efficiencies in our operations as well as
identify strategic areas through which IT can provide maximum
business impact.

OURVISION
OUR MISSION
OUR VALUES
OUE DREAMS
SYMBOL OF QUALITY
Eureka Forbes Ltd.-the Strategic Direction
 One stop shop for health and home care products.

 Becoming a preferred partner for the best in the world Euro champs

 Build on our core competency of direct sales.

 Flanking strategy on retail shelf.

 Leverage on customer database.

 Total cleaning approach for industrial and institutional customer.

Our Mission Our Values
Our Dreams
Testimonials
April 24, 2009
We are using RO system of Eureka Forbes for last 6
years.The maintenance service is very excellent and we are
fully satisfied with the products
Dr. Ameeta R. Manchanda , Noida
December 17, 2009
We are using two R.O. purifer system made by eureka forbes
Ltd. since last two years. We are fully satisfied with the
products and its services.Apart from it recently we have
purchased a vaccum cleaner ACE from same company
Pradeep , Jaipur
February 20, 2009
Aquaguard classic model is installed in my residence.The
equipment is in the name of my son Sunil Kumar. I availed AMC
of the said equipment every year.The service was provided by
Shri Mandeep Singh, representative of the company
V. P. Khatri , Ghaziabad
June 27, 2009
The service,maintenance provided by Eureka Forbes is
satisfactory.I am using 20 system & aquaguard service about 6
years
Dr. Sushil Dhama , Noida
September 27, 2009
We were fully satisfied with service provided by Niks
Enterprises.Mr. Rajesh and their team was providing good
srvices.
Protonics Systems , Noida
June 22, 2009
This is certified that the product Aquaguard Product Cooler,
have meet required parameter towards our organisation that
would be better for drinking water We are being thankfull for
your dedicated service.
TI Cycle of India , Noida
September 29, 2009
We wish to inform you that,we was fully satisfied with
services provided by M/s Eureka Forbes Limited and executives
also provides us better service as and required by our
organisation.We are being thankfull for your dedicated service

Ravinder Bhardwaj , Noida

November 24, 2009
We hereby certified that we was satisfied with the services of
M/s Niks Enterprises Noida for aquaguard installed at our
premises.There technician was well trained and attend the
complaint with in the time limit
Sudhir Rajput , Noida
October 02, 2009
I am using Aquagurad smart from July 14,2006.I am very
satisfied with services provided by Eureka Forbes Lmt. The
Aqua machine is working well and also it has given my family a
gurad against the supply water.Hope to get this services in
future also

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.

1. The most important appliance in your kitchen is the water purifier.

Regular filters are not enough to kill the bacteria present in water supplied to
most Indian
homes. The finance minister has promised clean, drinking water to one and
all by making water purifiers cheaper than what they used to be. With
affordable water purifiers available, pure clean drinking water will no longer
be a luxury. Time, we thought, you tried this test to check out how well
equipped you are in you knowledge of water purifiers.

2. There are many companies who have introduced Reverse Osmosis

technology
based Water Purifier's in market. Here, they have some selected models for
keeping you fit and fine

Zero B Pristine 15LPH

This water purifier has 4 purification stages like- Pre-filter purification, Pre-
carbon
filter, Sediment filter purification and Reverse Osmosis technology. Reverse
Osmosis separate remove dissolved salts, heavy metals, chemicals, micro-
organism and other impurities to drain. Auto Flust Timer (AFT) eliminates
the
need of manual cleaning of water purifier. This model is sleek and
aesthetically
designed. It comes with a 15 litres of storage capacity and is available in 2
different colours.

Price - Rs 24,000
 2. Eureka Forbes - AQUAGUARD TOTAL

This storage water purifier has 9.5 Liters water storage capacity and 4 purification stages
like- Sediments purification, Ultra-Violet purification, Reverse Osmosis technology
purification and and finally Argentum Nano Fresh+ which improves taste. It has Reverse
Osmosis Technology; it uses semi-permeable membrane to divert dissolved salts, heavy
metals, chemicals, micro-organisms and other impurities to drain. The Ultra-violet
purification system has a lamp which helps in eliminating bacteria and viruses thus
providing safe drinking water. Its patented Intelligent Blu-G technology senses the quality
of water. Then auto-selects the best water purification technology that should be used

. AQUAGUARD ULTRA

An equivalent product to Pureit exists from Eureka Forbes as well - Aquaguard

Ultra. It uses an ultrafiltration membrane to purify water. The product claims to
be
capable of removing impurities even in the molecular range.

Just like Pureit, Ultra does not require electricity to function. It

has a four stage
purification:

1. Particle Filter - good for 3000 litres

2. Sediment Filter - good for 6000 litres
3. Activated Carbon Filter - good for 3000 litres
4. Ultrafiltration cartridge - good for 6000 litres
The price of this product as mentioned on the website is 7350 rupees. What needs to be
replaced and how much

Eureka Forbes - AQUAGUARD TOTAL RO SMART

This water purifier has a flow rate of 8 liters per hour. This RO
purification water

purifier has 5 purification stages process that removes bacteria, virus,

protozoa,

and cysts and reduces all ionic particles including heavy metals,
pesticides and

TDS (Total Dissolved solid) from water

Eureka Forbes - Aquaguard Reviva

This water purifier has 5 purification stages like- Pre-filter purification,
Candle- filter purification, Silver-impregnated activated carbon
purification and Reverse Osmosis technology purification. It comes with
7.5 liters of storage capacity.

Eureka forbes classic

Rs:- 7,190

This product of eurekaforbes named classic this is the first model of aquaguard with three
stages of water purification and a metal and abs plastic body which really compatiable
with water and it also have one year of warantty

PRODUCT PROFILE
Eureka Forbes Aquaguard Compact
Reviews

MouthShut Product Rating

Recommended by 75% members 3

Ease of Use:
Durability:
Ease of Cleaning:
Style & Design:
Service & Support:

Powered with e-boiling+, an Intelligent Purity Sensor system and Mineral Preserver
system, Aquaguard Compact removes waterborne disease-causing bacteria organisms,
impurities and more. Ensuring that the water your child drinks is absolutely pure and safe.

MRP : Rs.7590/- (approx.)

The different companies which

manufacture water purifier are:

 Aqua Guard
 Kent grand,
  Hindustan unilever –pureit,
 Philips intellegent,
 Whirlpool Pure Fresh,
 Jaipan, Alpha Dewdrop,
 Eurotek System,
 GenPure R.O System,
 Bionics
 Aqua Tech
 Kenstar water purifier,
 Krona,
 Astro-boy-water purifier,
 Euro Fabs,
 Euro riva water purifier,
 Aqua fresh water purifier.

Competitor of Aqua Guard

Competitor of Aqua Guard

Philips
Kent
Whirlpool
Kentstar

Aquaguard enjoys the faith of 20 million people and has been given Super
brand status. It is the only water purification system that is endorsed by the
Indian Medical Association, a body of 1,78,000 doctors. Hence, Aquaguard is
the tried, tested and trusted choice for mothers.

When Nielsen Media Research surveyed India for the most trusted brand in
water purification, the consumer's choice was no surprise Aquaguard. Today,
Aquaguard has been honoured with the Reader's Digest Platinum Award for the
most trusted consumer brand in the water purifier category.

Mr. S.K. Palekar Sr. Vice President, Marketing & Knowledge Management,
Eureka Forbes says "At Eureka Forbes, we believe in providing a happy,
healthy, safe and pollution-free environment based on trust and lasting
relationships with customers. And Aquaguard is the flagship brand of this
philosophy.

Aquaguard is backed by Eureka Forbes, the leaders in water purification for 22

years with the largest service network in the country. Eureka Forbes Ltd. has
been ranked No. 4 in the recently conducted Hewitt Best Employer's Survey.

Competitors’ Analysis:
Initially Eureka Forbes was the only company manufacturing water purifier, in
Sambalpur. 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 Sambalpur.
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:

Kent – Respondents know about this brand as it has

launched with a new
technology, R.O system (River Osmosis System)
 Pure it – People know about this brand as it is
available at very cheap rate
in the market
 Philips – People are aware of this company because
of its features like timer and boiling

ACHIEVMENTS
Aquaguard Water Right Child Bright Schools Program 2005-06
 Aquaguard Water Right Child Bright Program:

Aquagaurd reaches out to over a lac students

across 160 schools in India to educate them on
healthy living and build an army of young
Aqua Ambassadors to spread the message of water
conservation. To enter, the child/parent has
to log on to
www.aquaguardwizkids.com a specially created website for education.
Contest will be aired live every day on Nat Geo and the Winners will
also be flashed on-air.

Introduction to basics on Water and Health (Std.4th 5th 6th )

• Audio-Visual on importance of water purification

• Health checkup for student (height/weight & BMI) and talk on
healthy living by doctor

• Parents can ask for more information on healthy and happy living
by e-mail

Aqua-Ambassador Program (Std. 7th 8th)

• Educating young minds on Water Quality and need for water

conservation via practical tips and training
• Creating a force of Aqua Ambassadors who spread this message of
conserving and protecting water in their family and society via Water
Survey Card

• Dissemination of Pledge Cards to the survey homes to conserve water

by the Aqua Ambassadors
Aquaguard Water Right Child Bright Trophy

• Institutionalizing a best All Rounder Student Trophy for

schools awarded to the child who excels in academics and
extra-curricular activity

Eureka Forbes Institute of Environment awarded for its

exemplary work

Eureka Forbes Institute of Environment awarded for its exemplary work undertaken
towards preserving the environment by the Orchid Hotel (an Ecotel Hotel) on the
occasion of World Environment Day. Every year this award honours individuals that have
worked for Environment Issues. This is the first time a Corporate is being recognized.
Euro Parivaar Enviro Park inaugurated by The Governor
of Maharashtra His Excellency Mr. S. M. Krishna on
January 10th, 2005.
The Euro Parivaar Enviro Park

The creation of this unique park has been completed in "Portuguese Church"
area of Dadar in Mumbai. The park has been conceived and planned by Eureka
Forbes Institute of Environment - an entity registered under the Bombay
charities commissioner in the year 2000. The slogan of Eureka Forbes Institute
of Environment is "POLLUTION FREE AIR AND WATER IS OUR
BIRTHRIGHT". It's most significant program to date has been setting up air
pollution labs in major 10 cities of the country for daily measurement of three
most harmful air pollutants and its dissemination to people at large through a
part of NDTV channel's weather bulletin called "Pollution Watch". Recently it
also opened WaterX at water-starved Chennai-India's first knowledge centre on
drinking water.

The park has come out of five concerns of Eureka Forbes Institute of
Environment

• Looming water availability problem in Mumbai and the need to

popularize rainwater harvesting. Demonstration as well as explanation of
rainwater harvesting to people
• Demonstration of waste water recycling in the park. Toilet water
recycling
• World class facilities for development of handicapped children including
Special Olympics for them. Next to the park is a school for handicapped
children
• The increase in air and water pollution. To inform visitors to the park of
the latest air pollution readings in Mumbai
 • Other companies with whom we've rubbed shoulders - Whirlpool, LG,
Samsung, Electrolux, Videocon, Sansui, Bosch, Daewoo, Onida...!!!
• Involvement of local citizenry (Parivaar means family) in better
utilization of the facilities provided

The Euro Parivaar Enviro Park

Euro Parivaar This park is managed by Euro Parivaar, a committee comprising of

like-minded individuals who care for the well being of the community. They include
doctors, teachers, senior citizens and those associated with the Eureka Forbes
Institute of Environment. Apart from being caretakers of this park, the members of
Euro Parivaar are also involved in other initiatives in our community.

EUREKA FORBS INSTITUTE OF

ENVIRONMENT
It is a young and unique institute that was started in the year
2000.

To gain quick visibility it was launch through TV. The main

agenda behind starting this institute was to give knowledge
about the various benefits that exceeds cost on the issue
related to “pollution water
”.
As every journey has its destination, the ultimate destination
of eureka Forbes institute of environments to be an institution
that has a life of its own, its own vision, mission and
philosophy: its own set of committed core team workers and
donor friends
.
By own face and recognition; it means to gain medias and
public credibility by aligning its activities mainly to its cause,
distance itself from commercial work and other related causes
and to builda strong track record of social contribution and
activities related to such cause alignment
.
The institute has built a strong mission, which says; to
promotean awareness of the benefits of conserving and
maintaining thequality of our natural water and air resources

Aquadiagnostics Water Research &

Technology Centre (AWRTC)

1st World Class Indian Laboratory that can improve the lives of
million of Indians
Aquadiagnostics Water Research & Technology Centre (AWRTC)
receives the prestigious recognition as an 'Independent Testing Authority'
by Water Quality Association (WQA),
USA. It becomes the first recognised laboratory-ever by WQA in India,
South East Asia & Asia and only 8th in the World.
Bangalore, January 07, 2005
Aquamall Water Solutions Limited, makers of Aquaguard Water Purifiers (a
fully owned subsidiary of Eureka Forbes Limited) have set up Aquadiagnostics
Water Research & Technology Centre (AWRTC), at Bommasandra,
Bangalore. It is a state-of-the-art water research & technology centre equipped
with highly advanced facilities prescribed by institutions like APHA (American
Public Health Association), NSF (National Sanitation Foundation, USA),
USEPA (United State Environmental Protection Agency) and the BIS (Bureau
of Indian Standards).
Aquadiagnostics, the first exclusive water testing and research laboratory with
Ultramodern facilities in India, has received the rare distinction of being the
first-ever laboratory in India, South East Asia and only 8th in the World to be
recognized by the Water Quality Association (WQA), USA as an 'Independent
Testing Authority'.

Eureka Family
 5700 Euro Champs make 40 calls a day (2.3 lakh contacts).

 32000 Euro Smile champs make 10000kitchens visit a

day for
product services.

 Over 450 franchised direct operators covering small

towns
over 1200 sales people.

 3800 strong dealer network.

 Over 220 distributors for industrial and commercial

segment.

 Existing 6 million friends for life. (Customer

database.)
 FINDING & RECOMMENDATION FROM THE
PROJECT

As per the survey done following were the findings and recommendations
of the survey:

 Price structure should be revised

 Customer service is something which company should pay more

attention at.

 All models not available for display in retail outlets and also
brochures should be made available
.

 Sales person at the retails counters should have proper knowledge

about the product.

 Should focus more on brand awareness.

 Technological & other aspects should be re consider and re-

christened.
  To know about the buying behavior of customer regarding purchase
of water purifier

LIMITATION OF THE STUDY

Every research is conducted under some constraints and this research is not an
exception. Limitations of the study are as follows:

 The study is limited to the areas of Delhi

 The sample size of only 50 was taken from a large population for
the purpose of study, so they can be difference results of the sample
from total population.

 Non availability of adequate data also limited the scope of the

study to some extent.

 As the data was collected through the questionnaire, I faced the

limitation that respondents were unwilling to provide information.
 Consumer was reluctant to go into details because of their busy
schedules.

 Due to continuous change in environment, what is relevant today may be irrelevant

tomorrow.

Our Key Customers

 CAREER

Recruit young, dynamic, ambitious people; encourage them to

harness their potential.

Each one aptly christened Euro champ.

Nursery of Direct Selling; the single largest institution of its

kind in the world.
 Professionalized direct selling and raised it to a fruitful career.

Over 20,000 people and 500 business leaders started out as

Euro champs.

Numerous success stories of Euro champs rising to top

management positions.

It believes in the philosophy of encouraging growth from

within; it also facilitates cross functional movement in the
organization to further career prospects.

It consistently featured in the “Best Employer”, surveyed by

premier business publications.

SWOT ANALYSIS OF WUREKA FORBES

 Future Goals

Eureka Forbes Ltd. should be taken in the market abroad both

for household and industrial cleaning equipment.

• They will be ready with faster customer response through electronic

contacts. By making a transition from distributors to marketers of
industrial cleaning equipment
.
• Emerging as a preferred employee for youth. Establishing Eureka
Forbes as a water purifying Specialist Company
.
• Becoming a gateway to multi-national company looking to set up base
in India.

• Introducing innovations and being perceived as the bestservice

providers in the country; and having our ability torespond to the ever-
changing demand of the customers.

CONCLUSION
Eureka Forbes is a direct selling company. The main objective
of company is to profit their distributers by eliminating the
middlemen and provide the products to the distributers in a
cheaper price.
$ Eureka forbes is one of the largest direct selling company in
India.

$ The products are of the world class quality. They are made up of
natural things that’s why are very good for health and environment.
$ The products are costly as compared to other branded products
available in market, but if we compare the quantity while using
these products require less amount and thus can be used for a
longer period.

SURVEY REPORT ON SAMPLE SIZE OF 50

PEOPLE

Survey
This tool is in the form of a questionnaire where the
customer is asked to furnish answer relating to the quality
of product and services. To make survey more useful must
be remember the following:
• 1. Customer are not the same
• 2. Survey raise the customer expectation
• 3. The more specific the question
• 4. Before the data is collected, you know how you want
to analysis and use it.

1. Have you heard about Eureka Forbes brands before purchasing it?

 Yes 60%

 No 40%
INTERPRETATION
It was observed that about 60% of the people were
aware ot the product before purchase,and about
40% pf the people weren’t aware of it.
Who recommended our product?
a. Family friend 65%
b. Employee of EFL 35%

INTERPRETATION

65% of the people were recommended the product

by family members, and the remaining 35% through
employees of EFL.
On the price of your water purifier?
• Affordable
• High
• Should be Revised.

INTERPRETATION

72% of the people think that the product’s priced high, 21%
think that it is affordable, and the remaing 7% think that the price
need to be revised.

Are you satisfied with Eureka Forbes brands and products?

a. Yes
b. No

c. others

INTERPRETATION

41% of the people were satisfied with the product while 52% were
not, the remaining 7% might not be using the product.

3. How do you know about our brand/product?

a. TV. Ad

b. Print Media

c. Internet

d. People/friends
 INTERPRETATION

T.V commercials were a majors sorce of information accounting

for 70% of the total brand awareness, followed by information
from friends at 15%, and finally print media at 10% and lastly
internet at 5%. Respectively.

While buying any water purifier what comes to in your mind?

o Price

o Health
o All of the above

INTERPRETATION

Health is the measure concern for people buying a purifier,

accounting for 75% of the purchases, About 10% bought it after
considering the price, while 15% considered both.
EUREKA FORBES PRODUCT SURVEY QUESTIONARE
QUESTIONNAIRE FOR PROSPECTIVE CUSTOMER

1. Do you any EFL product?( If yes, Which product)

Ans:

2. Have you heard about Eureka Forbes brands?

Ans:

3. How do you know about our brand/product?

a. TV. Ad ( )

b. Print Media ( )

c. Internet

c. People/friends ( )

d. others _____________ ( )
 4. How will you rate product Compared other products of
other companies (Philips, kent, pure it, Aqua sure, Uniliver)?

a. Much better ( )

b. Better ( )

c. Same ( )

d. Worst ( )

5. Who recommended the product?

a. Family friend ( )

b. Employee of EFL ( )

6. How satisfied are you with customer service received?

a. Very Satisfied ( )

b. Satisfied ( )

c. Neutral ( )
d. Dis satisfied ( )

e. Very dissatisfied. ( )

7. While buying any water purifier what comes to in your mind?

o Price

o Health & Safety

o Both

8. Your opinion about on the price of your water purifier?

• Affordable

• High

• Should be Revised
9. Are you satisfied with Eureka Forbes brands and products?

a. Yes ( )

b. No ( )

c. others_________________________________________

10. Do you face inconvenience while using this product? If yes,

then please suggest what measures do you think it will help us
to improve?