Comparative Analysis Efl Vs Hul

SUMMER INTERNSHIP REPORT EUREKA FORBES LTD

ACCESS WATER PURIFIERS ON 4p’s OF MARKETING

BY

GIRISH CHATTERJEE IIPM (PGP 08-10 SS)

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ACKNOWLEDGEMENT

I feel great pleasure for the completion of this project. At the very outset I would express my sincere thanks and deep sense of gratitude to personnel who helped me during the collection of data and gave me rare and valuable guidance for the preparation of this report. I take this opportunity to express my deep sense of gratitude and appreciation to my project guide Mr. Shashank Srivastav (Marketing Head for Eureka Forbes Ltd) for assistance, motivation, and being a continual source of encouragement for me. I am thankful to my project guide Mr. Ayashkanta Jena for his timely guidance, cooperation and encouragement. I also express my gratitude towards my parents and sincere thanks to my friends, well wishers for their encouragement and kind co-operation to complete this report.

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DECLARATION

I, Girish Tushar Chatterjee, a student of MBA (2008-10) studying at IIPM(Indian Institute of Planning & Management), Khar(w) Mumbai, solemnly declare that the project work titled- ‘Access water purifiers on 4P’s of Marketing ’ was carried out by me at Eureka Forbes Ltd; Mumbai, in partial fulfillment of the MBA programme.

This programme was undertaken as a part of academic curriculum according to the University rules and norms and by no commercial interest and motives.

Girish Chatterjee

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TABLE OF CONTENTS SR. NO.

PARTICULARS

PAGE NO.

1

PREFATORY ITEMS

1-4

1.1

Acknowledgement

2

1.2

Declaration

3

Table of Content

4

INTRODUCTION TO MARKET RESEARCH

5-6

2.1

Introduction

5

2.2

Key Players in the market

6

2.3

Scope of Market Research

6

INTRODUCTION TO THE COMPANY

7-11

3.1

Company Profile

7-9

3.2

Vision & Mission & Logo

10-11

OBJECTIVE OF THE PROJECT

12-15

Products of EFL

14-15

RESEARCH & ANALYSIS

16-33

5.1

Comparative Analysis

16-17

5.2

Sample Questionnaire

18,19

5.3

Graphs & Pie-charts

20-33

6

FINDINGS OF THE PROJECT

32-33

7

RECOMMENDATIONS

32

8

BIBLOGRAPHY

33

2

3

4 4.1 5

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Market Research

Introduction:

Usually it is said that if marketing would be a train, then market research would be the locomotive. In other words, market research should ideally be the starting point of any marketing exercise. Conducting any marketing exercise - be it related to pricing, promotion or distribution of a product or service, without researching the potential market is as sensible as setting out to sell sand in the Sahara Desert. Market research provides the answers to all the questions that generally occupy the minds of marketers, at every stage of the marketing process.

Growth Trends in Market Research

India , fastest growing market research industry in the world, with growth rates at around 31 % (2006-07) . China is a distant second growing at 20 %. The size of the industry if of 595 crore, but the industry is growing rapidly with a lot of business coming from overseas.The business coming from overseas from overseas involves lot of outsourcibg as cost advantages are enormous. The processing of data is almost 50% cheaper in India.The processing of data is almost 50% cheaper r in India than in developed countries. The outsourcing business amounts to almost for the 8 % industry and this figure is doubling in value every year.

Key Players in Market Research 5 | Page

Dun Bradstreet Information Resource Incorporation NPD Group Information A .C. Nielsen India Pvt. Ltd. Maritz Research NFO Research Incorporation ICMR (Indian Council of Market Research) IMRB (Indian Market Research Bureau)

Scope of Market Research Many people think that marketing research is just a consumer survey,asking consumers about certain product or services.Though consumer research is an intregral part of marketing research, the latteris quite a pervasive activity,covering the various types of marketing problems that confront the marketing manager.There are various discussion confined to the market research which are as follows.  Product Research  Sales Research  Customer Research  Pricing Research  Advertising Research

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COMPANY PROFILE

Eureka Forbes is Rs 10 billion multi-product multi-channel corporation which is a part for shaporji pallonji group and employes over 7000 employees. It has evolved as a leader in domestic and industrial water purification systems,vacuum cleaners, air purifiers and security solutions . Eureka Forbes were the first to introduce domestic [water purifiers] – the ''Aquaguard'' - model - as well as [vacuum cleaners] to India in the 1980s. In order to introduce these previously unknown products to a society in which nationwide commercial campaigns were an impopssibility, the company had to pioneer another innovation - direct selling. The corps of suit-clad Eureka Forbes salesmen were the first such in the country and 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. Such was the success of Eureka Forbes that ''Aquaguard'' has now become a synonym for water purifier in India, like ''Xerox'' for [photocopying]. "The promise was clear: To create a company that wouldn't be about bricks, mortar or sales graphs, but driven by something far more potent. Something that would stand the test of time: relationships." DIRECT MARKETING: Eureka Forbes followed the globally 'tried and tested' direct selling route for marketing its products in India, thus becoming one of the first direct selling companies in India. Vacuum cleaners and water purifiers were rather new concepts for Indian consumers, who had till then followed only the traditional methods of cleaning and filtering. Therefore, Eureka Forbes had to first establish the concept of vacuum cleaners and water purifiers in India before it could sell 'Eureka' as a brand. The company believed that its core strength was its people. It employed dynamic, highly motivated individuals, called 'Eurochamps,' who projected the image of 'The friendly man from Eureka Forbes. Thus, for the average Indian consumer, Eureka Forbes became synonymous with the smartly dressed salesman who came to their houses and cleaned up things in a jiffy or showed how air/water purifiers were indispensable. Eurochamps initially targeted the metros but soon began visiting smaller cities and towns also Commenting on the decision to diversify into bottled water, company sources said that it was only to strengthen the core products by capitalizing on their brand image. Goklaney said, "In the water category, I will conduct activities which strengthen my core products. How I do that and what I do is a matter of strategy." According to company sources, Eureka Forbes not only had the financial strength, but also a strong network of sales executives to push its new products into the market. The company's decision to enter the retail business was primarily the result of its launch of 'Tornado' vacuum cleaners and 'Aquaflo' water purifiers in 1995. Eureka Forbes had utilized the retail route for this range, mainly to 7 | Page

cater to the industrial segment. Over the years, the retail business assumed greater significance and by 1999, around 5% of the company's sales came from the 2500strong dealer network.

In 1999, Eureka Forbes Ltd. (Eureka Forbes), the leading vacuum cleaner and water/air purifier equipment company, announced a major policy change that came as a surprise to the Indian corporate world. The company, regarded as the pioneer of direct marketing in India, was planning to focus more on the retailing business in the future. Commenting on this decision, S Goklaney, Managing Director, Eureka Forbes, said, "Direct sales permits us to exploit only the top end of the market." This move was in accordance with the company's plans to increase the visibility of its products. The company planned to make its products available in retail outlets through its dealer network, spread across 2,600 dealers.

Eureka Forbes – “Friend For Life” Customers have always been the centre of business for EFL,they strive to be in close and constant touch with there customers listening to them and understanding there needs. Eureka Forbes have also taken initiative to educate there customers to change there perceptions and practises.According to the EFL officials “ A sale is only the beginning of the relationship”,however company makes special efforts to let the bonds of freindship endure through there service. Everyone at EFL strives hard to make a customer there “friend for life” . Eureka Forbes have rechristened there offices to CRS Customer Response centresmaking them the hub of all customer centric efforts. A significant part of there revenuescomes from relationship marketing including service contracts,spares and accessories sales,product upgradation and new references. As more channels to reach out to customers were introduced, organisation was restructured to harmonize these multiple avenues of interaction and present a single face to the customer - any customer is everyone's customer under this process of 'Convergence'.

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Aquacheck – An Initiative by Eureka Forbes Aquacheck is one of the initiative taken by Eureka Forbes to educate people about safe and pure dinking water. •

At Aquachek, customers of any brand of water purifier can get their water checked for the bacteria and other water contents for a nominal fee.

•

Service available in Ahmedabad, Bangalore, Bhimtal, Chandigarh, Chennai, Cochin, Delhi, Guwahati, Hyderabad, Indore, Kolkata, Lucknow, Meghalaya and Mumbai.

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LIST OF PRODUCTS OFFERED BY EUREKA FORBES: Water Purifiers

Air Purifiers

Security Solutions : 12 | P a g e

Vacuum Cleaners:

Water Purifiers Eureka Forbes ltd

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Electric Water purifier

Non-electric water purifier

Power Boil 1. Aqua flow

Sure Boil

2. Deluxe

(5 stage filtration)

3. Designer 4. Platinum 5. Ivory

Aqua sure Crystal UV : The sleek new Crystal is a multistage compact water purifier with Power Boil. Features : The 3 components, sediment filter, Activated carbon block and UV chamber ensure pure, safe drinking water In built voltage stabilizer with special indicator Auto power shut off to save unnecessary power consumption Activated Carbon Block and UV Chamber ensure pure and safe drinking water Electronic flush to drain stagnant water Electronic Monitoring System to ensure only pure and safe water Convenient water filling tray Water outflow 2 ltr/min.

AQUASURE AQUAFLOW UV

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FEATURES:  On-line water filter-cum-purification system.  Removes odour, organic impurities and traces of chlorine.  Deactivates all bacteria and virus in the UV chamber.  Water outflow 1 ltr/min.  With PowerBoil Technology.

AQUASURE DESIGNA AquaSure DESIGNA UV The Aquasure Designa is an elegantly designed multistage UV water purifier with PowerBoil. Features On-line water filter-cum-purification system Can be placed on a counter or mounted on a wall Has an Electronic Monitoring System and a dual filter to remove odour and impurities World proven UV technology that deactivates all bacteria and virus Water outflow 2 ltr/min Bottle holding tray With PowerBoil Technology

COMPARATIVE ANALYSIS BRAND NAME

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EUREKA FORBES LTD

HINDUSTAN UNILEVER LTD (HUL)

IMAGE MODEL PRICE MACHINE FEATURES

AQUASURE Rs 2990/-

PURE-IT Rs 2000/-

Storage 13 ltrs

Storage 18 ltrs

4

4

Yes Yes No No No Active Disinfectant / Special Carbon

Yes Yes No No No Germkill Processor and Unique Polisher

ABS Plastic White-Blue

Foodgrade ABS Plastic Royal Blue - Burgandy

N-A N-A N-A

N-A N-A N-A

302 302 540 3.2 / 1Yr 39883333 24-48 hrs If out of warranty

290 260 610 6.1

Type of Water Purifier

Storage Capacity (Litres) METHODS OF PURIFICATION Purification Stages Pre-Filter Purification

Silver-Impregnated Activated Carbon Candle-Filter Purification Ultra-Violet Purification Reverse Osmosis Other Methods MAKE AND PHYSICAL FEATURES Material of Body Colours Available POWER REQUIREMENT Power Required Power Consumption (Overall) (Watts) Power Consumption (UV Lamp) (Watts DIMENSIONS Width (mm) Depth (mm) Height (mm) Weight (Kgs) AFTER SALES SERVICE Warranty Period (Years) Help line no Turnaround Time Charges

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Lifetime 9223600600 24 hrs flat No charges

MARKET RESEARCH QUESTIONARE

OBJECTIVE: To do a in-depth survey of water purifiers available in the market and to arm you with the information with which you can select the best water purifier device suitable for your home. 1. Do you use any kind of water purifier at home? o

Yes

o

No

2. If yes, which purifier do you use? o

Aquaguard or Aquasure

o

Pureit

o

Kent water purifier

o

Philips

o

Whirlpool pura fresh

3. Does your water purifier give as safe as boiled water? o

Yes

o

No

o

Don’t Know

4. Does the water purifier ensure that water is not wasted while purifying? o

Yes

o

No

o

Don’t know

5. Does it remove pesticide impurities from drinking water?

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o

Yes

o

No

o

Don’t know

6. Does your water purifier consume more electricity? o

Less than 25 watts

o

More than 25 watts

o

Don’t know

7. How frequently do you need to change the candle in your purifier ? o

Once every year

o

Twice every year

o

More than mentioned

8. Does your purifier provides facility to drain out stagnant water? o

Yes

o

No

o

Cant say

9. Does the water after purification taste good, is odourless, and looks clear? o

Yes

o

No

o

Don’t know

10. What technique does your water purifier uses? o

Ultra violet (UV)

o

Reverse Osmosis (RO)

o

E-boiling

11. What price do you think is appropriate for a water purifier? -----------------------------------------------------------------------------------------------

12. Is your water purifier backed by dependable after sales service? o

Yes

o

No

o

Exceptional

13. Does your water purifier comes with warranty if yes how much? o 18 | P a g e

One Year

o

Three Year

o

More than above

14. Have you recently come across any kind of marketing activities for purifiers? o

Road shows

o

Visual Merchandising

o

Others

15. Where do you prefer to buy a water purifier from? o

Retail Outlets

o

Franchisee dealers

o

Demo at your doorstep

16. While buying any water purifier what comes to your mind first? o

Price

o

Health & Safety

o

Both

17. Have you recently come across any ad campaigns for water purifiers, if yes which one and what did you really liked in the ad? _____________________________________________________________________________________ Name :

Age : Address:

Occupation:

Contact No (R): (O): (Mob):

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Sex:M/F

SURVEY DONE ON SAMPLE SIZE OF 50 PEOPLE

Do you use any kind of water purifier at home? o

Yes

o

No

Numberof people usingwater purifier yes

no 0% 0%

40%

60%

s

If yes, which purifier do you use? 20 | P a g e

o

Aquaguard or Aquasure

o

Pureit

o

Kent water purifier

o

Philips

o

Whirlpool pura fresh

12 10 8 6 4 2 0 aquaguard

Pureit

Does your water purifier consume more electricity?

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o

Less than 25 watts

o

More than 25 watts

o

Don’t know

Kent

Philips

How frequently do you need to change the candle in your purifier ?

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o

3 mnths

o

6mnths

o

Once in a year

o

More than a year

20 18 16 14 12 10

Pure-It Aquasure

8 6 4 2 0 3Months

6 Months

Comment on the price of your water purifier?

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•

Affordable

•

High

•

Should be Revised

Once in Year

More than year

18. Is your water purifier backed by dependable after sales service? o

Yes

o

No

o

Exceptional

Have you recently come across any kind of marketing activities for purifiers?

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o

Road shows

o

Visual Merchandising

o

Others

Where do you prefer to buy a water purifier from? o

Retail Outlets

o

Franchisee dealers

o

Demo at your doorstep

PrefferedPlacesto buy 8 7 6 5 4

Preffered Placesto buy

3 2 1 0 COCO Stores

Retails Outlets

Direct Marketing

Franchisee

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

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o

Price

o

Health & Safety

o

Both

BuyingPreference

All of the above 15% Price 10%

Health 75%

EUREKA FORBES PRODUCT CSAT SURVEY QUESTIONARE

• Consumer Perceptual Mapping

Name:- _________________________

Address: _________________________ _________________________

Q1. Do you own any EFL product? (If yes, Which Product)

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Q2. Have you heard about Aquasure & Forbes brands?

Q3. Where you did heard about the product? ( ) TV commercial ( ) Newspaper print ads ( ) In shop branding ( ) Friend’s references ( ) Walk in shop

Q4. Criteria considered for Purchase? ( ) Price ( ) Technology ( ) Aesthetics ( ) Brand name

Q5. How often do you use the product? ( ) Daily ( ) 3 times a week ( ) Once a week ( ) One a month

Q6.Overall how satisfied are you with the product? ( ) Very satisfied ( ) Somewhat satisfied ( ) Unsatisfied. 27 | P a g e

Q7. How will you rate our product Compared to other products of (Philips, Kent, Pure it, LG)? ( ) Much better ( ) Better ( ) Same ( ) Worst. Q8. Will you recommend the product?

( ) Yes

( ) NO

Q9. How satisfied are you with customer service received? ( ) Very Satisfied ( ) Satisfied ( ) Neutral ( ) Dis satisfied ( ) Very dissatisfied. Q10. Would you like to be update by EFL for ? ( ) New Product ( ) Health, Hygiene & Safety Periodicals Q11. Suggestions on ( ) Product Design ( ) Technology ( ) Service ( ) Pricing. SURVEY DONE ON SAMPLE SIZE OF 50 PEOPLE

Only the results neccesary for the survey are tabulated 28 | P a g e

Do you own any EFL product? (If yes, Which Product)

EFLProduct

Yes 45% NO 55%

Where you did heard about the product? ( ) TV commercial ( ) Newspaper print ads ( ) In shop branding ( ) Friend’s references

Preference 9 8 7 6 5 Preference

4 3 2 1 0 TV Commercial

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Newspapaper print Ad

FriendsReference

Inshop branding

Criteria considered for Purchase? ( ) Price ( ) Technology ( ) Aesthetics ( ) Brand name

Whatis Important? 8 7 6 5 4

What is Important ?

3 2 1 0 Price

Technology

Aesthetics

Brand Name

How satisfied are you with customer service received? ( ) Very Satisfied 30 | P a g e

( ) Satisfied ( ) Neutral ( ) Dis satisfied ( ) Very dissatisfied.

CustomerService

20%

25%

Satisfied VerySatisfied 15%

Neutral Dissatisfied

40%

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FINDINGS & RECOMMENDATIONS 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 brouchores 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 considered and re-christened

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BIBLIOGRAPHY

www.eurekaforbes.com www.customercomplaint.in www.golakindia.com www.icmrindia.org www.compareindia.com www.pureit.in

Books Referred Marketing Research by GC Beri Thesis on water purifiers from IIPM

THANK YOU

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