ASSIGNMENT

Of
Sales & promotion
On
Eureka forbes

Submitted to;
Ms. Jaspreet kaur
Lect. (LIM)

Submitted by;
Ajay Goswami ( A04)
Sect.T1901
MBA 3RD Sem
 Introduction of Eureka Forbes
Eureka Forbes is a part of the Shapoorji Pallonji Group and today it is a 12 billion INR, multi
product and multi channel corporation. Being Asia’s largest direct sales organization, our
force of 7000 direct personnel touches 1.5 million homes. Dedicated to the cause of providing
healthier living, today, the co 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! The company has strive to provide the best after sales service and to achieve the same
we have over 1500 service centres and as many as 4500 company trained technicians who
visit over 20,000 Indian kitchens daily!

The two major products of Eureka Forbes

1. Eureka Forbes Water Purifiers
2. Eureka Forbes Vacuum Cleaners

Eureka Forbes Water Purifiers

Eureka Forbes have all over 20 water purifiers ranging from Rs.2,000 to Rs.25,000. Theirrange of

products treats the water with varying levels of technology. The main difference isthat the expensive

systems like the Integra Hi-Life have larger water production capacity perhour, more water storage

capacity, and use the Reverse Osmosis Technology (RO) to treat the water.

Market Segmentation
Market segmentation can be conducted using a number of approaches including
demographic, geographic, attitudinal, psychographic, and behavioral.

Targeting
Eureka Forbes in India has carved a niche as the leading company for water purifiers. RO isone
of the most effective processes of purifying water with high TDS content. Eureka Forbesis
setting up alternative and new retail channels to increase the penetration of waterpurification
devices. Eureka Forbes have a range of non power using products under theAqua sure brand
which we are promoting through the new channels set up by the retaildivision. The purpose is to
target 60 million households in urban and rural residential areaswhich have never used water
purifiers.
Positioning
Eureka Forbes has positioned itself as a cost effective, customer centric organization
servicing the market need for purified water. It will leverage its competitive edge to achieve
the desired positioning. Its competitive advantage is the ability to generate revenue streams
for sellers of the product; this is virtue of network marketing system.

Strategies Adopted by Eureka Forbes Water Purifiers

1. Direct Selling- Door-to-Door Selling

Eureka Forbes has an approach to sales that is well-worn in the West but is not so
common in India. Unlike Procter & Gamble, which relies on closet-size, mom-and-pop storesto
sell its products, Eureka Forbes cuts out the middleman and instead uses a team of young
salespeople to give in-house product demonstrations and convince consumers of a need that they
didn't know they had. In its early days the company only sold vacuum cleaners. It has managed
to persuade Indians to stop boiling their otherwise undrinkable tap water and instead use a now-
ubiquitous water purifier better known as "Aquaguard".

2. Product Segmentation
Eureka Forbes sells different water-purifiers on the basis of classifying their utility and price
affordability. The water purifiers are classified as follows:

AQUAGUARD-ECONOMY
AQUAGUARD- TOTAL PROTECTION
AQUAGUARD-SPECIAL USAGES
AQUAGUARD- DIRECT ONE

Sales Promotion tools using by Eureka Forbes :-

It gives incentives to only customers because it does Direct Marketing .Under the customer
sales promotion following tools are adopted by Eureka Forbes;

Contest: In the contest it provide a scratch coupon to the customer who buy the product of
Eureka Forbes . This contest has been started very soon, in which customer has to scratch the
coupon and they would be given a trip for going to Vaishno Mata with 1 st prize and other prizes
are also available for every customer.

price off: some time like festivals Eureka Forbes offers the price off scheme for customers.

iN THE FESTIVAL TIME MORE AND MORE CUSTOMER TRY TO PURCHASE IT DUE ITS OFF PRICE.
Life Time Free Service: It gives life time service to its customer. TO GAIN ITS LIFE TIME FREE
SERVICE AND FREE HOME DELIVERYCUSTOMER ATTRACT TOWARD PRODUCT

Inside and outside gifts: company provide some small equipment like memberanne,

Filter which isused in the productand need to replace withinn6 monbths or 1 year.

ADVANTAGE: CUSTOMER THINK THAT THEY WILL NOT HAVE TO BUY AGAIN THE EQIPMENT BY
WHICH THEY WILL SAVE THEIR MONEY AND TIME

AND THEY INFLUENCE TOWARDSPRODUCT.

Innovative Sales Promotion:=

The sales of the product is one of the important objective of any company. But make the sales
increase is not a easy task. Here, the water purifier is not a regular buying product. These are
kind of one time investment but not like as buying building, land. Its also one of the main
product in each home like TV, refrigerator, washing machine and etc.
The sales promotion for water purifier is such a difficult and important task. Suppose, a sales
manager wants to cut the price, it will affect the brand image of the product. Because the
mother brand has such a nice brand image in market. So what are the things can do for it?

1. Discount on 2nd purchase:

company can give the discount on 2nd purchase . Like a person has purchased a water purifier and
within 1 week if he wants to purchase vacuum cleaner or another thing then he should be given
minimum 5% discount on the vacuum cleaner.

2. Low interest financing:

In a small towns and villages, people know about the product but they can’t offered that much
amount due to its high cost. But as mentioned earlier cost cut affect the brand image, so company
can finance for the purchasing the product of Eureka Forbes for the customer who want to buy
at very low interest.

3. Insurance scheme:
Company can provide the Insurance policy for new customers. like if a person buy any product
of Eureka Fobes (except Aqua Sure because it is very low cost product i.e.rs.2000 only) he
should be given insurance of rs.10000 on every purchase for one year .(insurance for any
accident).