 Sonia Thakker 184

 Jignesh Bhatt 105

 Rekha Wachkawde 188
 Shailendra Singh 178
 Pravin Nayak 147
 Jibu James 128
1
 Presentation Flow
Introduction
Market Analysis
Competitor Analysis
Product Brief
SWOT Analysis
Marketing Plan
Five Year Business Plan
Bibliography

2
• Shapoorji Pallonji Group
• 12 billion INR
• The largest direct sales network in Asia
• Sales personnel (‘EuroChamps’) - 6,000
• Households visited each year by EFL salesmen (million) – 60
• Demonstrations of products their visits result in (million) -4
• Customer response centres – 210
• Franchise direct operators – 419
• After sales service partners - 1,075
• Service technicians - 5,800
• Water laboratories (Aquacheks) – 18
 Retail Distribution network
• Dealers - 9,041
• Distributors – 385
• Distributors (institutional) - 90
 Products

Water Purifiers Air Purifiers

Vacuum Cleaners Security System

Institutional Institutional
Water Cleaning
Purifiers Equipment

4
The BOSSES

5
 Presentation Flow
Introduction
Market Analysis
Competitor Analysis
Product Brief
SWOT Analysis
Marketing Plan
Five Year Business Plan
Bibliography

6
The Water Purifier Market Today

7
80% of diseases in India are caused by
water borne micro organisms

8
81% of the population is still drinking
impure water……

9
Awareness of health risks linked to unsafe water is
still very low among the rural population

10
Currently 30% of the rural population lack access to
drinking water, and of the 35 states in India, only 7 have
full availability of drinking water for rural inhabitants.

11
In India, over 200 million people have no access to fresh
water at all.

12
Access to piped water into the household averages about
85% for the wealthiest 20% of the population, compared
with 25% for the poorest 20%.

13
Urban Indian - more health conscious and understands the
necessity of purifying water before it is fit for consumption

14
 Indian Water Purifier Market is over 750 crores INR
 Major players include:-
~ Eureka Forbes
~ Kent
~ Hindustan Unilever
~ Philips
~ Tata

15
 Growth Rate

 People becoming conscious of

the risks of drinking
contaminated water
 17% growth rate in FY’09 than
previous fiscal
 Exponential growth of 22%
CAGR expected between 2011 –
2014
 UV Segment to be the key focus
area

Source -
http://www.researchandmarkets.com/research/5fa36d/india_water_purifier_mark
et_outlook_2014

16
 Presentation Flow
Introduction
Market Analysis
Competitor Analysis
Product Brief
SWOT Analysis
Marketing Plan
Five Year Business Plan
Bibliography

17
 Competitors

 Kent - Grand
 Hindustan unilever - Pureit
 Philips intelligent
 Tata – Swach
 Zero B
 Whirlpool Pure Fresh
 Jaipan
 Others

18
 Market Share
 Overall Indian Water Purifiers  UV Purifiers Market
Market

 Chemical Water Purifier • RO Purfiers Market

19
 Presentation Flow
Introduction
Market Analysis
Competitor Analysis
Product Brief
SWOT Analysis
Marketing Plan
Five Year Business Plan
Bibliography

20
 Paani Ka Doctor
 Undisputed Leader
 ‘Aqua Guard’ has become a synonym
for water purifiers
 World's largest manufacturer of Ultra
Violet based water
 The 2006 'Mera Brand' Award to
Aquaguard Water Purifier for being
India's most preferred brand
 Aquaguard most trusted
brand: Reader’s Digest 
 Exception Water Quality products

21
 71 million litres of Aquaguard
water are consumed daily
 Endorsed by the Indian
Medical Association
 Ranging from 2,000 to
25,000 INR
 Modern purification
technologies: RO, UV
 Specialist in 5 water
technologies, addressing 17
diverse water conditions

22
AquaGuard Product Variations
Aquaguard Total SENSA

Equipped with E-boiling +, UV+, RO+ UF+ and

SMP+ technologies that can purify any kind of
water.

17,900 INR

9590 INR 7390 INR

7790 INR 9190 INR 23

AquaSure Product Variations

24
 Presentation Flow
Introduction
Market Analysis
Competitor Analysis
Product Brief
SWOT Analysis
Marketing Plan
Five Year Business Plan
Bibliography

25
Strengths

26
 Strengths
 Brand Image
 Market Leaders
 Benchmark for Direct sales strategy. Asia's Largest direct selling
Company
 Strong dealer sales network
 Only water purifier to be endorsed by the Indian Medical
Association
 10 billion multi product, multichannel corporaration
 World class quality products
 Exceptional Lead Management System
 Advertisement Tracking Solution to analyze their AD Spends

27
 Weakness
 Service network in suburbs
 Catering to unlimited customer after sales service
 Falling short to serve huge customer base
 Atttrition at grass root level

Opportunities
 Targetting of Rural Markets
 By providing very strong service network in metros
 International Market
 Institutional Level

28
 Threats

• New Entrants
• General Awareness in consumer
• Government policies
• Incomplete work by dealer/retailer

29
 Presentation Flow
Introduction
Market Analysis
Competitor Analysis
Product Brief
SWOT Analysis
Marketing Plan
Five Year Business Plan
Bibliography

30
 Market Segmentation
Geographic Variables
 Regional: Branches in all metropolitan cities, call centers in 9
cities
 Population density: Targeted to Urban, Suburban and rural area
in India.  
Demographic Segmentation
 Age: Targeted to all age groups water is a necessity for everyone
 Income: Different prices of products
Psychographic segmentation
 Better lifestyle, hygiene and health conscious people.  
Behavioural segmentation
 Benefits sought: Has created a better image through its quality and
better service
 Product usage: Eureka Forbes service is open to all type of
customers. 31
 Marketing P’s
Product
AQUAGUARD-ECONOMY
AQUAGUARD- TOTAL
PROTECTION
AQUAGUARD-SPECIAL USAGES
AQUAGUARD- DIRECT ONE
-Latest Technology – RO, UV
--No Boiling Required
Promotion
-24/7 EuroHelpline Number
-Aggressive advertising during
monsoon
-Door to Door Selling
-Book a Demo
Price
-Ranging from 2000 – 25000 INR
--Pricing based on Competitor price,
need of the product, brand perception,
cost involved
Place
-Pan India presence
-Strong Dealer network
-Business Partners/Franchise
32
 Marketing Strategies
 Online Advertising
 ~ aquaguard.in
 ~ eurekaforbes.com
 Offline Advertising
 ~ Newspaper
 ~ TV
 ~Radio
 ~ DTH
 ~ AC Buses
 ~ Chemist Shops
 Door to Door Selling, Road Shows,
Trade Displays in Malls, Parks, etc
 Social Intiatives
 ~ Eureka Forbes & Mumbai Police
Jagrut Mumbaikar Initiative
 ~ Free water purifier installation
during Tsunami & Flood

33
 Media Plan - Newspaper
 Regular advertisement in prominent local newspapers all over India
 Local Language creatives
 Newspapers Include:-
Times of India
Anand Bazaar Patrika
The Hindu
Malayalam Manorama
DNA
Hindusthan Times
Mumbai Mirror
Thanti
Dainik Assam
Sandhya Times
Sakaal Times, etc

34
 Advertisement Campaigns
Monsoon Campaign
Diwali Campaign
India-South Africa Sports
Campaign
Yellow Water Campaign
World Cup Campaign

35
Quarter Page AD

36
20 Sq Cm Creative

37
80 & 160 sq cm Creative

38
 Presentation Flow
Introduction
Market Analysis
Competitor Analysis
Product Brief
SWOT Analysis
Marketing Plan
Five Year Business Plan
Bibliography

39
 Eureka Forbes teams with IBM

 $15 million strategic outsourcing agreement with IBM

 Help in business strategy
 Key Objectives:
- Increase product revenue
- Optimize inventory holding
- Reduce selling, general and administrative expenses
- Increase revenue from annual maintenance contracts

40
 Lux International Stakes

Eureka Forbes Plans To Buy 25% Stake

in Swiss Co Lux International
Entry to Switzerland Market

41
 Presentation Flow
Introduction
Market Analysis
Competitor Analysis
Product Brief
SWOT Analysis
Marketing Plan
Five Year Business Plan
Bibliography

42
 Bibliography
 http://waterpurifiers.in/the-water-purifier-market-in-india-
today.html
 http://www.prlog.org/10978400-india-water-purifier-market-has-
tremendous-growth-potential.html
 http://www.researchandmarkets.com/research/5fa36d/india_water_
purifier_market_outlook_2014
 http://www.eurekaforbes.com
 http://wikipedia.org
 http://www.google.com
 http://money.sulekha.com/eureka-forbes-plans-to-buy-25-in-swiss-
co-lux-international_news_22658

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