summer internship report on eureka forbes

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A STUDY ON MARKETING
STRATEGY AND DIRECT
SALE OF EUREKA FORBES
A SUMMER INTERNSHIP REPORT
Submitted by
SANDEEP KUMAR
Registration No: 11403445
In partial fulfillment of Summer Internship
for the award of the degree of
MASTER OF BUSINESS
ADMINISTRATION
School of Business
LOVELY PROFESSIONAL
UNIVERSITY
Phagwara, Punjab
July, 2015

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CERTIFICATE

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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. Manish Dogra (Team Executive). For giving me the opportunity to do the project
work under this prestigious company, and guiding me for assistance, motivation, valuable
advice, worthwhile discussion, technical ideas, and important suggestions. I also express
my gratitude towards my parents and sincere thanks to my friends, all the employees of
Eureka Forbes, and well-wishers for their encouragement and kind co-operation to
complete this report. Without their suggestion it has not been completed.

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EXECUTIVE SUMMARY
This project was done in Eureka Forbes, Jalandhar (Punjab).this project carried out and
understand the vertical’s of company. The main objective of this project is to understand
the Marketing strategies of Eureka Forbes and how they apply all that strategies in the
company to increase their product sale.
This report detail study of direct sale and customer relationship, how bad after sale service
cause decrease in product sale(Security System Products).report analysis input given by
different people involve in the company and after the market observation.
This analysis would help organization to understand the problem better and accordingly
take decision to eliminate services glitches ‘and to improve the service.
This report also contain direct selling process of the company. It include how they approach
their customer and how they provide them services after sale. During this internship what
kind of responsibility are done by me.

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TABLE OF CONTENTS
Ser. no Chapter Name Page no
Chapter 1 History of Eureka Forbes Ltd. 7-8
Chapter 2 Introduction to Eureka Forbes Limited 9-11
Chapter 3 Eureka Forbes Partnerships Brand 12-17
Chapter 4 Products offered by Eureka Forbes Limited 18-22
Chapter 5 My training scenario in Eureka Forbes 23-25
Chapter 6 Corporate Social Responsibility & Awards of Eureka
Forbes Ltd
26-27
Chapter 7 Customer’s satisfaction & Consumer Behavior 28-31
Chapter 8 Marketing strategies of Eureka Forbes 32-39
Chapter 9 Suggestions for Eureka Forbes in future 40
Chapter
10
References
41

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LIST OF FIGURES
Figure no 1
CERTIFICATE OF QUALITY
Figure no 2 S.P group
Figure no 3 aqua mall
Figure no 4 Forbes pro
Figure no 5 Forbes lux
Figure no 6 Dr.Aqua guard Water Purifiers
Figure no 7 Aqua guard Water Purifiers
Figure no 8 Aqua Sure Water Purifiers
Figure no 9 Forbes vacuum cleaner
Figure no 10 video door phone
Figure no 11 Euro vigil Fermax Loft
Figure no 12 Access control system
Figure no 13
Biometric access control
Figure no 14 Digital Video Recorder

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Chapter 1:- History of Eureka Forbes Limited
Eureka Forbes part of the Shapoorji Palling Group's Forbes Gokak based in Mumbai is an
Indian consumer appliances company. Eureka Forbes was the first to introduce domestic
water purifiers – the Aqua guard model - as well as vacuum cleaners to India in the 1980
the Company operates in over 92 cities in India and employs over6, 000 individuals.
To introduce previously unknown products to a society in which nationwide commercial
campaigns were impossible, the company pioneered direct selling. The corps of suit-clad
Eureka Forbes salesmen was a tremendous success. They are now Asia's largest direct
selling organization 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 Aqua
guard has become a synonym for water purifier in India.1982 - Eureka Forbes started
in1982 which depended on technology provided by Sweden for making vacuum cleaners
and air purifiers, has grown into a Rs.800-crorecompany employing nearly 8000 people,
they pointed out.
The company is the largest direct selling organization and has been considered as one
among the most admired consumer durable companies in the country. The company has
also drawn up plans for diversification to manufacture products aimed at 'smart homes and
safe homes.
Eureka Forbes, Ltd. offers water purification systems, vacuum cleaners, and air purifiers.
The company also offers security solutions, including home security system 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.
Euro smile is the service division of Eureka Forbes, with the largest service network across
India catering to the needs of domestic and institutional customers. With Over7,000

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employees we are the leaders in domestic and industrial Water Purification Systems,
Vacuum Cleaners & Air Purifiers
1. Pioneers in Direct selling - Asia's Largest Direct Sales Organization
 6,000 strong Direct Sales Force touches 1.50 million Indian homes, adding1,500 customers
daily
 Customer family now numbers over 6 million enduring relationships as “Friends For Life"
 Operations in over 125 cities & 475 towns across India.
2. Expanded channels that reach out to customers to include
 Over 5,000 strong Dealer Sales Network
 A 58 distributor strong Institutional Sales Network
 Security Systems Division - one of India's largest system integrators
 A customer finance scheme, Euro value, for customers to easily obtain the means to Live
Healthier Lives
3. A strong service network that backs up sales efforts
 4500 company trained technicians who make 20,000 kitchen visits daily
 Supported by Call Centers, Customer Care Representatives & Mobile Service Vans.
4. Salient features or USPs
 Service at your doorstep
 Customer base more than 30 million
 India’s largest after sales network – over 650 service centers
 Service network of 1050 business partners
 4800 trained service technicians make 25000 calls every day Single number access 24
hours in 8 major cities- Euro helpline: 3988 3333

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Chapter 2: Introduction to Eureka Forbes Limited
Eureka Forbes - Starting From the Scratch
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 ‘Euro champs,' 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. Euro champs initially targeted the metros but soon
began visiting smaller cities and towns also.
Current scenario:-
The consumer durables market in India is valued at US $ 4.5 billion currently. In 2015,
microwave ovens and air conditioners registered a growth of about 25%. Frost-free
refrigerators have registered significant growth as many urban families are replacing their
old refrigerators. Refrigerator sales amounted to 4.2 million in 2015, whereas the
production of the refrigerators went up by 17% as compared to the preceding year. Washing
machines, which have always seen poor growth, have seen reasonable growth More and
more Indians are now buying electrical appliances due to change in electricity scenario.
The penetration level of color televisions (CTVs) is expected to increase 3 times by 2015.
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 Indian Households after three 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 29 years of consolidated efforts to become the undisputed leaders in

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domestic and industrial Water Purification Systems, Vacuum Cleaners, and Air Purifiers
& Security Solutions. Being Asia’s largest direct sales organization, our force of 7000
direct personnel touches 8million homes. We have one of the largest networks catering to
more than 131 cities and398 towns across the country.
Eureka Forbes have a 10,000 strong dealer sales network Andover 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 aftersales service, and to achieve the same we have over 1500 service centers and
as many as4500 company trained technicians who visit over 20,000 Indian kitchens daily!
Euro smile Mission:-
Vision
“The happier, healthier and safer house and work place.”
Mission
“Building a long-term Relationship with customers and ensure zero defection, endeavor to
meet customer expectations, constantly upgrading the service delivery to bring high
satisfaction level among customers . . . Leading to Customer Delight”
EUREKA FORBES LIMITED MISSION
To build sustainable relationships with customers as their "Friend for Life” by satisfying
their evolving health, hygiene, safety and lifestyle through. Our people whose
entrepreneurial spirit and ambition is fuelled by the culture of pride, learning, earning and
fun. Our Product and Services that reflect innovation become quality benchmarks and
provide real value - for – money. Our Policies and Practices that is fair, transparent and
constantly improved to optimize stakeholder satisfaction and achieve market leadership
EUREKA FORBES LIMITED VISION
“A Happy, Healthy, Safe and Pollution free environment built on trust and
lasting relationships with customers.”

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CERTIFICATE OF QUALITY:-
Fig no 1:- CERTIFICATE OF QUALITY

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Chapter 3:- Eureka Forbes Partnerships
Brand
International Partnership Alliance
Lux and its partner companies Eureka Forbes India, AMC Classic South Africa,
AerusElectrolux US, and the Forbes Lux Group Switzerland today employ over 16'000
people in sales, administration, research and development. With a customer base of over
20Million Lux and its alliance partners promote some of the world's leading brands in
direct sales. The Lux Partnership Alliance with its unique spirit and its focus on people and
the direct sales of innovative products today runs sales operations in many parts of the
world.
The Partners are as followed:-
1. SP GROUP
2. Aqua mall Water Solutions Ltd.
3. Forbes Pro Solutions
4. FORBES LUX
1. SP GROUP:-
Fig no 2:- S.P group

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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 Littlewoods Palling & Co., which today is Shapoorji
PallonjiCo. & 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, Construction Materials
Group, SP Real Estate and Samalpatti Power Company Private Limited. Together, this
conglomerate continues to strive towards perfection, quality and commitment virtues.
2. Aqua mall Water Solutions Ltd
Fig no 3;- aqua mall

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Aqua mall Water Solutions Ltd. came into existence more than two decades ago to partner
with Eureka Forbes Ltd. in its quest to bring pure, safe drinking water to the Indian market.
A wholly owned subsidiary of the company, it has proved to be an invaluable ally in the
leadership and domination of the category. The pioneer of water purification
manufacturing in India and now a virtual a one stop shop for point-of-consumption water
purification systems, we have a vision of becoming the most preferred global source of
water purification systems. Today, over 600,000 units of 34 different models of water
purification systems roll out of the four Aqua mall facilities. Its current capacity can be
scaled up to two million unit’sp.a. The ‘Cell Concept’ on which it operates facilitates
higher productivity thus enabling it to maintain a high inventory turnover. The quality
management procedure and systems at Aqua mall showcase the unwavering focus on
quality. The team is adorned by highly qualified professionals with more than210 man
years of water related research and development experience backing up their credentials.
Apart from excellent human resources, Aqua mall is backed by top class, state-of-the-art
infrastructure. The jewel in the Aqua mall crown is its most recent facility at Dehradun
which is India’s first ‘green’ water purification factory. Its Environmental Policy seeks not
only to ensure total compliance with all applicable environment, legal and other
requirements, but wherever possible, to exceed them. The company is infecting in the
process of securing the exacting LEED Gold Standard certification. Aqua mall constantly
strives for creative and innovative ideas which add value to its customers, ably
demonstrating its ability to design and develop path-breaking new products
3. Forbes Pro Solutions
Fig no 4:- Forbes pro

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Forbes Pro Solutions is a part of Eureka Forbes Limited, your one stop shop for
Mechanized cleaning solutions, Safe drinking water, Facility management and Hospitality
concepts, Water & Waste water treatment plans & Railway solutions. Our commitment to
customers is backed by over 25 years of Eureka Forbes expertise, nationwide service
network and strategic alliances with world leaders. Whatever business you are in, our
comprehensive range of solutions & services enables you to maintain hygienic, safe and
productive work environment. Forbes Pro Solutions: Welcome to the World of Forbes Pro
Solutions It took many years of hard and dedicated work for Forbes Pro Solutions to
achieve its pioneer - ship position in the world of professional cleaning equipment. They
have also achieved a high degree of corporate excellence in Facility Management, Concept
and Hospitality Solutions and Water & Waste Water solutions Water. We know, therefore,
that success doesn’t come easily and can never be taken for granted. This is why we strive
for excellence in all aspects of our business, right from ushering the best of the products,
technologies and services to the best experience to the industry. We expect our customer
service personnel to be knowledgeable, polite and efficient. We expect our back-office
team to be ready and fully capable of supporting our field sales and service people and we
are constantly examining ways of improving the flow of our processes and systems.
Nothing is ever taken for granted, least of all success. A Complete range of Solutions Today
the product and services portfolio is larger and deeper than at any time in the division’s
long history. From light weight backpack vacuum cleaners to heavy-duty road sweepers in
the cleaning technology solutions, Online cooler cum purifiers to Large capacity storage
cooler cum purifiers in the water solutions; Water and Waste Water Treatment plants from
the Water projects stable; Facility Management, Concepts and Hospitality Solutions from
the Forbes Facilities and Concept Solutions; Varied models for the Railways from the
Railway Projects. Our services and Products provide cost-effective productive and
environmentally friendly solutions for cleaning professionals, industrial applications and
all allied institutions.
Vision:-
Forbes Pro Solutions is today a strong and successful company, thanks to its dedicated,
qualified and highly trained professional Sales cum Hygiene Consultants who have through
the years ensuring that our clients get the best of “Complete hygiene Solutions “which has

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resulted in utmost client satisfaction. This corporate strength allows us to devote the
resources needed to maintain our product leadership and to efficiently serve the needs of
the industry. While our product range is wider and deeper than ever before, we continue to
strive for improvement so that the total cost of cleaning can be lowered and the efficacy of
the same is maintained at the highest levels. We aim towards excellence in everything we
do and we intend to serve you even better in the future. Industry leadership, after all, is not
merely status, it is a responsibility.
 Experience matters It is important for cleaning professionals to know that they are
dealing with a company that is reliable, financially sound and that has years of
experience in this industry. Having been in business for over two decades, Forbes Pro
Solutions meets all these criteria. This deep and fundamental knowledge is unmatched
and irreplaceable.
 Gen-Next Solutions at all times Products and Service innovation are of prime
importance to Forbes Pro Solutions in its drive to remain at the leading edge of
technical know-how. By maintaining a constant focus on the needs of our customers,
we aim to lower the running cost of our product and services through efficient and time
saving solutions and products.
At the same time developing new concepts, product portfolios and services, we are
continuously looking for ways to improve what we already have as a “Complete Solutions”
in our portfolio. Never being satisfied with the status quo is one way of maintaining our
competitiveness in the Industry arena. Our commitment to customers is backed by over 27
years of Eureka Forbes expertise, nationwide service network and strategic alliances with
world leaders. Whatever business you are in, our comprehensive range of solutions enables
you to maintain a hygienic, safe and productive work environment.
3. FORBES LUX:-
Opening Doors to a Healthier, happier world. For over 100 years now, millions of people
across the globe have opened their doors to health. Lux International AG, Switzerland is
an organization backed by over 100 years of experience, over 20 million customers and
Eureka Forbes Ltd.

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India one of the largest direct selling company in Asia with an active database of over 5
million customers and 25years of developing relationships. The Forbes and Lux Groups
joined hands in their expansion world over and laid the foundation for the Forbes Lux
Group with its headquarters in Switzerland. The new company with a 50:50 shareholding
between both companies, aims to develop direct sales operations around the world,
operating with two strong brands, Forbes and Lux.
Fig no 5:- Forbes lux
The two companies partnering to form Forbes Lux Group are well known market leaders
in their respective markets, share a common goal of understanding the consumers, bringing
to them high quality solutions and above all, developing lasting relationships. Forbes Lux
Group is about building healthy relationships. With their range of water purifiers, vacuum
cleaners, steam cleaners, air purifiers and more, the group offers innovations for a healthier,
happier life at home to people across the world.

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CHAPTER 4
Products offered by Eureka Forbes Limited
Eureka Forbes starts their business with vacuum cleanes as a their mother product after
that they expand their product from different categories like water purifiers, security
system, etc. here we just discuss what kind of products eureka forbes provide
1. Water purifier
2. Vacuum cleaners
3. Security Solutions
1. Water purifier:-
Water Purifiers from Eureka Forbes combine the best of technology and expertise to
provide a wide range of products that give utmost purity and supreme quality.
Type of water purifier Model:-
1. Dr.Aquaguard
2. Aqua guard
3. Aqua sure
1. Dr. Aqua guard Water Purifiers:-
Dr Aqua guard range of customized water solutions equipped with patented Mineral
Cartridge & Biotron technology.
Dr. Aqua guard Genius+ is a Universal water purifier which is equipped with RO+ UV+
UF technology. It automatically identifies the source of water (municipal, bore well or
tanker) and accordingly chooses the correct purification technology to give you water
which is not only free from physical, chemical & microbiological contaminants but also
has the right TDS balance. Its unique Auto Mineral Modulator allows you to set the taste
of water as per your preference. The advanced Mineral Cartridge™ and Boron Cartridge™
ensures that the essential minerals necessary for your family's health are retained giving
you not just shush, healthy water.
2.Aqua guard Water Purifiers
Aqua guard Genius is a Universal water purifier which senses the quality of water and
chooses the optimum purification technology RO + UV/ UF + UV to purify water.

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Its unique Taste guard technology senses and adjusts to different sources of water
automatically using multi-stage purification processes to give you the same tasting, pure
and safe water always.
Figure no 7:- Aqua guard Water Purifiers
3. Aqua Sure Water Purifiers:-
Aqua Sure range of smart Electric & Non-Electric water purifiers brought to you at a smart
price. Aqua Sure Expert is a universal water purifier equipped with RO+UV+UF
technology. The advanced purification system gives you protection from harmful
chemicals, pesticides and dreaded heavy metals such as arsenic, lead, mercury and also
removes water borne disease causing bacteria, viruses and cysts. Its advanced TDS
regulator constantly senses the TDS levels in the water and selects the best purification
process based on the input water. The Taste Guard Technology gives you the same tasting
pure, safe & healthy water always.

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Product 2:- Vacuum Cleaners
Vacuum cleaners from Eureka Forbes are installed with advanced cleaning technology that
keeps homes clean. These vacuum cleaners are crafted to meet the changing cleaning needs
that modern lifestyle calls for. They remove hidden dust and dust mites, giving you clean
and healthy homes.
Company basically dealing in two type of vacuum cleaner ie
2.1. Euro clean
2.2. Forbes vacuum cleaner
2.1. Euro clean Power Clean:-
Euro clean Power Clean High Pressure Cleaner is a cleaning marvel, powered with a 1700
W induction motor which uses an advanced technology that jets out water at 25 times the
pressure of a conventional hose pipe, giving you high quality cleaning. From tough dirt
stains to cleaning spots that are hard to reach cleaning areas, Euro clean Power Clean is
sure to keep your outdoors shiny and sparkling, which manual cleaning can't.
Fig.No 9:- Euro clean Power Clean
2.2. Forbes vacuum cleaner
The Eureka Forbes Trendy Steel vacuum cleaner is an excellent device to clean your home.
Designed to meet your varied needs, it has a sleek design with a classic steel finish that
makes it stand out wherever you keep it. Furthermore, the superior quality of its suction
mechanism allows you to remove both solid particles and fluids with equal ease. This
Eureka Forbes Trendy vacuum cleaner also comes equipped with a variable power control

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that helps you customize the power you need to clean different surfaces, helping you do an
excellent job.
Fig no 9:- Forbes vacuum cleaner
Product 3:- Euro vigil Security system
Euro vigil Security Systems, considered as India’s most advanced electronic security
system is a part of the Eureka Forbes family. Euro vigil offers highly advanced and
complete security systems which include Video Door Phones, Intrusion Alarm Systems,
Home Automation Systems, CCTV Surveillance, Access Control Systems and CMS
(Central Monitoring Station). All Euro vigil products carry UL, CE, FCC and ROHS
certifications.Euro vigil offers complete vigilance and protection to shops, homes and even
offices with an instant alert feature from burglary, theft, fire, intrusion, gas leakage and
personal emergencies. Also, Euro vigil advanced security feature extends to notify
authorized friends, neighbor’s and concerned civic authorities about likelihood of a mishap.
Euro vigil’s security specialists undertake personal visits to conduct risk assessment of the
property on the basis of a revolutionary 4D concept to suggest a customized state-of-the-
art security products and solutions as per the security requirement of the customers. The
4D concept refer to the four most crucial aspects of security viz. Display, Deter, Detect and
Discover. All Euro vigil products and systems come with on-time installation support from

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Euro vigil products:-
Eureka Forbes provide security in 4D concept. This 4D concept examine by using these
type of products which are
3.1. Video Door phone
3.2. Access control system
3.3. Intrusion alarm system
3.4 CCTV (closed circuit television)
1.1. Video Door phone:-
Video door phone is basically a product which inhibit unwanted entry for your house.it
allow the home owner to communicate in 2 way mode. There are different type of video
phone in which company currently provide to their customer.

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Chapter 5
My Training scenario in Eureka Forbes
On 01-06-2015 I started my training in Eureka Forbes Jalandhar Punjab. At first day I just
fill up all the documents which they required from me. After filling all the document they
introduced me with branch manager Mrs.yogesh Sharma. Branch manager allocate me my
training mentor Mrs. Munish Dogra under his guidance I have to complete my project.
He is basically from una, himachal Pradesh. He distribute my training in different parts
which are
 Orientation program
 Product launching in Chandigarh
 One week training
 Field work
 Incentive on first sale
 Target in a month
Orientation Program:-
Employee orientation is part of a long-term investment in a new employee. It is an initial
process that provides easy access to basic information, programs and services, gives
clarification and allows new employees to take an active role in their organization.
 Introduce new employees to their new environment
 Make new employees feel welcome and comfortable
 Retain a pool of new, capable employees
After the end of first day my mentor introduce me with all the company employees who
working there. I feel very gland when they sharing their job experiences with me. Their
experience help me to understand how the organization working, how they manage their
worked.
In eureka Forbes there is an employee handbook available to understand the employee day
to day working routine, and what kind of discipline they have to maintain in the
organization, what we have to bear in office mean all kinds of instruction are given on that
single handbook.

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 Product launching in Chandigarh
After the end of orientation Program Company organized a product launching event
in Chandigarh. Where all employees of Punjab region get together there. This was
the first time in my life that I was attended that kind of event.
In this product company launching new products for security solution division
(SSD). So giving the proper knowledge and proper guidance to their euro champ
they organized this event.
 One week training
After the product launching program in Chandigarh next Day Company send Mrs.
Vineet Sharma who is working as regional trainer in eureka Forbes from 2011.
Vineet Sharma is a very good motivator and having deep knowledge in the field of
sale and direct sale. From 2013 he promoted as regional trainer.
He just divide our Seven week training program into three module
Sales person profile
Industry module
Pitching of products
Starting period of the training he just concentrate on basic atticate of a sale person.
How talk, how walk, what should the attire of a sale person etc.
In industry module he provide all the information about the product. He told all
about the product of the company and also give information about coming product
of the company.
After the introduction of the product he teach us how to do pitching of a product,
how we going to present our product in front of the customer. How to give demo,
how convince the customer toward the product and at last how to close the deal.
Field work:-
After the one week training no its time to apply all the outcomes which we getting from
the training program. In guidance of my mentor we go in field.
 At 7:45 all the employee get together in outside the office
 On 8:00 AM all the employee on outside the office

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 With the guidance of Tertiary executive team meeting starts at 8:00 AM. in this
meeting they just told us which area we are going to cover today.
Company policy for selling
Total Door knocks in a day 40
Appointments in a day 10
Demos in a day 03
Sale in day 01
 Incentive on first sale:-
With new joining when the employee giving the first sale to company minimum 1,
50,000 lac then company would provide him with different kind of incentive and
health benefits. He is available to apply for bike loan from the company now
company giving him petrol price for travelling.
Beside that to motivate the employees company having different incentive schemes
on the basis of weekly,monthly,and quarterly basis.
 Target in a month
In the bringing they don’t take employee as a permanent they put the employee as
a trainee basis .they set some point which the employee have to earn to get
permanent in the organization.
The no of point are 35 in 6 month (1 point =12000 INR)
If in any circumstances if any employee not able to fulfill the target then company
will provide 3 month of extra time to employee to complete the target. But they
also increase the number of target.
Now employee have to complete 45 point in 9 month

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Chapter 6
Corporate Social Responsibility & Awards of Eureka Forbes Ltd
Corporate Social Responsibility:
Installation of Water Purifiers when Mumbai was submerged.Our zeal of being “Friends
for Life” is not restricted to just our customers. Corporate Social Responsibility has always
been an integral part of Eureka Forbes. Over a period of 28 years we have been undertaking
CSR programs across the country. Be it setting up of recreational Parks for the elderly or
installing free water purification systems in times of calamities, we have actively
contributed towards the welfare of the society. On July 26th, when Mumbai was submerged
due to exceptionally heavy rains we installed Water Purification Units across Mumbai to
provide safe drinking water to the affected people.
Water Purifiers installations during Tsunami:
On 26th Dec, when Tamil Nadu was faced with the devastation caused by the tsunami, they
installed high capacity water purification systems in 30 locations. Eureka Forbes Actively
worked with a Leading NGO- World Vision in this effort Jagrut Mumbai car Program On
November 27, 2008, the day after the Mumbai terror attacks, we installed four water
purifications units at St. George Hospital, Mumbai to provide safe drinking to victims and
their families.
To create innovative and educative touch points for citizens to experience the contribution
of Eureka Forbes through a new dimension. To be recognized as a significant contributor
to the environmental education and be seen as having “earned” rights to participate in the
environment news/debate space that is likely to be increasingly at the center of public
interest.Aquachek water labs conducting free water tests in 14 cities across India. The
various projects undertaken by EFIE include: Euro E Index Program: Under this program
we have successfully provided data related to pollution and other environmental facts for
eight long years without fail. Other activities under this include city wise comparison of

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water quality, daily water watch for 14 cities, and etc.in collaboration with NDTV 24x7.
Currently the show is being aired on NDTV, while it began with Star News. Both these
programs are the world’s first and India is the first country to have daily pollution data
telecast through the electronic medium of television”. Euro Rainwater Harvesting
Program° Eureka Forbes through the Eureka Forbes Institute of Environment initiated a
movement on ‘Rain Water Harvesting in Urban India with special focus on Mumbai.
The objective is to create citizens involvement in working out a solution to the Water crisis.
Following services are offered through this program:- Educating masses about Rainwater
Harvesting- Technical Consultancy Aqua Ambassador School Program: Eureka Forbes
Institute of Environment and Rotary Club of Mumbai have joined hands for carrying out
the “Aqua Ambassador” program with the goal of creating awareness and educating the
school children on water conservation.
Uniting to Safeguard the Environment (USE) Course: The USE course is specially
designed for corporate employees to understand about the environment in a macro sense
and tries to use the learning in implementing the same at field level. Project Caldara: An
innovative project ‘Jaldhara’ was implemented with the purpose of water conservation in
Ballarpur area. The project was initiated by HSBC bank under their HSBC Bank’s Global
Leadership Series in partnership with Eureka Forbes Institute of Environment (EFIE) and
a Mumbai-based NGO called Members of Brotherhood (MOB).

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Chapter 7
Customer’s satisfaction & Consumer Behavior
CUSTOMER:
A customer (also known as a client, buyer, or purchaser) is usually used to refer to a current
or potential buyer or user of the products of an individual in certain contexts, the term
customer also includes by extension any entity that uses or experiences the services of
another. A customer may also be a viewer of the product or service that is being sold despite
deciding not to buy them. The general distinction between a customer and a client is that a
customer purchases products, whereas a client purchases services. The word derives from
"custom," meaning "habit"; a customer was someone who frequented a particular shop,
who made it a habit to purchase goods of the sort the shop sold there rather than elsewhere,
and with whom the shopkeeper had to maintain relationship to keep his or her "custom,"
meaning expected purchases in the future. The slogans "the customer is king" or "the
customer is god" or "the customer is always right" indicate the importance of customers to
businesses – although the last expression is sometimes used ironically. However,
"customer" also has a more generalized meaning as in customer service and ales
commercialized meaning in not-for-profit areas. To avoid unwanted implications income
areas such as government services, community services, and education, the term
“customer" is sometimes substituted by words such as "constituent" or "stakeholder”. This
is done to address concerns that the word "customer" implies a narrowly commercial
relationship involving the purchase of products and services. However, some managers in
this environment, in which the emphasis is on being helpful to the people one is dealing
with rather than on commercial sales, comfortably use the word "customer" to both internal
and external customers. OBSOLETE meaning: In the early 17th century customer was
defined as a "common prostitute". This meaning is important for understanding historical
literary works. ("I marry her! What, a customer?")Othello, or ("I think thee now a common
customer") All’s Well that Ends Well.
Today the meaning of "customer" has been inverted in this usage. Consumer is a broad
label for any individuals or households that use goods and services generated within

29. 29
theeconomy.The concept of a consumer occurs in different contexts, so that the usage and
significance of the term may vary.
In economics and marketing:
The "consumer" is the one who consumes the goods and services produced. As such,
consumers play a vital role in the economic system of a nation because in the absence of
the effective demand that emanates from them, the economy virtually collapses. Mahatma
Gandhi said a customer is the most important visitor in our premises. He is not dependent
on us, we are on him. He is not an interruption to our work; he is the purpose of it.Typically
when businesspeople and economists talk of consumers they are talking about person as
consumer, an aggregated commodity item with little individuality other than that expressed
in the buy/not-buy decision. However there is a trend in marketing to individualize the
concept. Instead of generating broad demographic profiles and psycho-graphic profiles of
market segments, marketers have started to engage impersonalized marketing, permission
marketing, and mass customization. There is increasing backlash from the public over use
of the label "consumer" rather than “customer", with many finding it offensive and
derogatory
In law and politics:
The law primarily uses the notion of "consumer" in relation to consumer protection laws,
and the definition of consumer is often restricted to living persons (i.e. not corporations or
businesses) and excludes commercial users. A typical legal rationale for protecting the
consumer is based on the notion of policing market failures and inefficiencies, such as
inequalities of bargaining power between a consumer and a business. As of all potential
voters are also consumers, consumer protection takes on a clear political significance.
Concern over the interests of consumers has also spawned much activism, as well as
incorporation of consumer education into school curricula there are also various non-profit
publications, such as Consumer Reports and Choice Magazine, dedicated to assisting
consumer education and decision making, and Consumer Directing the UK. In India, the
Consumer Protection Act 1986 clearly differentiates a consumer as consuming a
commodity or service either for his personal domestic use or to earn his livelihood. Only
consumers are protected as per this act and any person, entity or organization purchasing a

30. 30
commodity for commercial reasons are exempted from any benefits of this act.
Furthermore, Indian case law has
Customer satisfaction:-
Frequently used in marketing, is a measure of how products and services supplied by a
company meet or surpass customer expectation. . Customer satisfaction is defined as "the
number of customers, or percentage of total customers, whose reported experience with a
firm, its products, or its services (ratings) exceeds specified satisfaction goals.
Figure no 19:- customer satisfaction
It is seen as a key performance indicator within business and is part of the four of a
Balanced Scorecard. In a competitive marketplace where businesses compete for
customers, customer satisfaction is seen as a key differentiator and increasingly has become
a key element of business strategy. Within organizations, customer satisfaction ratings can
have powerful effects. They focus employees on the importance of fulfilling customers’
expectations. Furthermore, when these ratings dip, they warn of problems that can affect
sales and profitability. These metrics quantify an important dynamic. When a brand has
loyal customers, it gains positive word-of-mouth marketing, which is both free and highly
effective. Therefore, it is essential for businesses to effectively manage customer

31. 31
satisfaction. To beagle do this, firms need reliable and reprehensive measures of
satisfaction. In researching satisfaction, firms generally ask customers whether their
product or service has met or exceeded expectations. Thus, expectations are a key factor
behind satisfaction. When customers have high expectations and the reality falls short, they
will be disappointed and will likely rate their experience as less than satisfying. For this
reason, luxury resort, for example, might receive a lower satisfaction rating than a budget
motel—even though its facilities and service would be deemed superior in “absolute
“terms.
Consumer behavior:
Consumer is a broad label for any individuals or households that use goods and services
generated within the economy.The concept of a consumer occurs in different contexts, so
that the usage and significance of the term may vary.
In economics and marketing:
The "consumer" is the one who consumes the goods and services produced. As such,
consumers play a vital role in the economic system of a nation because in the absence of
the effective demand that emanates from them, the economy virtually collapses. Mahatma
Gandhi said a customer is the most important visitor in our premises. He is not dependent
on us, we are on him. He is not an interruption to our work; he is the purpose of it. Typically
when businesspeople and economists talk of consumers they are talking about person as
consumer, an aggregated commodity item with little individuality other than that expressed
in the buy/not-buy decision. However there is a trend in marketing individualize the
concept. Instead of generating broad demographic profiles and psycho-graphic profiles of
market segments, marketers have started to engage impersonalized marketing, permission
marketing, and mass customization. There is increasing backlash from the public over use
of the label "consumer" rather than "customer", with many finding it offensive and
derogatory.
In law and politics:
The law primarily uses the notion of "consumer" in relation to consumer protection laws,
and the definition of consumer is often restricted to living persons (i.e. not corporations or
businesses) and excludes commercial users. A typical legal rationale for protecting the

32. 32
Chapter 8
Marketing strategies of Eureka Forbes
The marketing activities of product planning, price and distribution are performed mainly
within a business or between a business and member of its distribution channels. You may
have best product package and so on.
Promotion mix
Basically promotion is an attempt to influence and more specifically promotion is an
element in the organization’s marketing mix that serves to inform, persuade and remind
the market of the product and the organization selling it, in hope of influence the
consumer’s feeling, beliefs or behavior. It may have fair price, but people will not buy your
product, if they have never heard of it, and they are simply unaware of its existence. The
market must communicate information in a persuasive language. People must know the
right product is available at the right place and at the right price is the job of promotion
mix marketing. So it is said that “Nothing happens until somebody promote something.”
Modern marketing calls for more than developing a good product, pricing it attractively
and marketing it accessible target customers. Company must also communicate their
present and potential customers, retailers, suppliers, other stock holder and general public.
Every company is inevitable the role of communicator and promoter. For companies the
question not whether communicate but rather what to say to whom to say and how often.
Definition:-
“Promotion consists of those activities which are designed to bring a company’s product
and services to the favorable or positive attain of potential or other customers.”
Each tool of promotion mix is a vehicle of medium of communication in the field of
marketing management. The marketer is an artist creates the most favorable blend of
promotion elements of influence buyer behavior and the process of decision making in
purchase. Thus sales can be promoted through promotion campaign, there mainly four
important tools of promotion mix which are described as follows.

33. 33
1. Advertising
2. Sales promotion
3. Personal selling
4. Publicity & Public relation
1. Advertising
The American marketing association defines advertising as “Any paid form of non-
personal presentation and promotion of ideas, goods or services by an identified sponsor.”
The important or key words on this on an advertisement, instead of communication with
customer face to face. Companies the advertise ordinarily uses a mass medium, television,
newspaper, a radio, hoarding etc. These messengers, when they appear; identify clearly
who has paid for them.
2. SALES PROMOTION:-
sales Promotion includes a wide variety of tools and sales promotion is a direct inducement
which offers an extra value and incentive for the product to the sales force, distributors or
the ultimate customer.
Sales promotion methods are useful means of stimulating a quick and immediate response
from customer coupons, music cassettes, free samples and free demonstration and just as
few examples of many forms that sales promotion may take.
3. PERSONAL SELLING:-
Personal selling involves a one to one relationship with a customer. It is the oral
presentation of tangible and intangible product by a seller to a prospect for the purpose of
completing an exchange. The benefit of personal selling is that it allows sales personnel to
judge the relationship of customer to their sales presentation and thus, gives us an

34. 34
4. Publicity & Public relation:-
Publicity is formally defined as “any form of non-paid advertisement and communication.”
In general it increases consumer awareness of a company of its products particularly new
and innovative product and marketing practice. A company can also plan publicity to
derive its advantage.
Sales promotions:-
Sales promotion is an important instrument in marketing efforts today, sales
promotion is a necessity not merely a luxury or a fashion. It is not expenditure; it is an
investment which can pay rich dividends. It is an integral part of the marketing activities.
Sales promotion is one of the most loosely used terms in the marketing vocabulary. Sales
promotion consists of diverse collection of incentives tools, mostly short term designed to
stimulate quicker and greater purchase of particular products by consumers or the trade. In
other words, sales promotion consists of those activities that are intended to stimulate
customer demanded and improve the marketing performance of seller. In short, whereas
advertising offers reasons to buy sales promotion offers incentives to buy.
Sales promotion includes tools for consumer promotion [E.g. samples,
coupons, cash refunds offer, price off, premium rewards, free trials, warranties,
demonstration contest etc. Trade promotion [e.g., Buying allowance, free goods,
merchandise] and sales force promotion [e.g. bonus, contest, sales relies]. In short, sales
promotion is a bridge or connecting link between advertising and personal selling. Each
tool of promotion mix is a vehicle of medium of communication in the field of marketing
management. The marketer is an artist creates the most favorable blend of promotion
elements of influence buyer behavior and the process of decision making in purchase. Thus
sales can be promoted through promotion campaign, there mainly four important tools of
promotion mix which are described as follows

35. 35
PROMOTION TOOLS:-
WARRANTY:-
Product warranty is important promotional tool, especially as consumers become more
quality sensitive. Vacuum cleaner [Euro clean XL] are warranted against defects arising
from factory design, workmanship and materials for a period of 24 moths form the date of
invoice as well as aqua guard water purifier are also warranted for a period of 12 months
from the date of invoice. Both above products are warranted subject to following condition.
CONDITION:-
The customer will notify the company promptly of any defect noticed opportunity to
inspect, test and remedy then for which the customer deposited the goods, if necessary with
the customer deposit the goods if necessary with the company’s office/service center with
invoice in the city where are sold.
which occur under condition of normal operation, and under proper use. It excludes defects
occurring because of abuse, faculty care or maintenance, repair alteration to goods or parts
by other use on electrical supply for which the goods are not designed or to damage caused
by lighting or other electrical are not covered by this warranty.
Components subjects to wear such as carbon, brushed and accessories are not covered by
this warranty. The customer will have not claim under this warranty in respect of any

36. 36
AFTER SALES SERVICES:-
In EUREKA FORBES LIMITED, the customer may be offered a service contact with the
company on the expiry of the warranty of the goods brought to its service center by the
customers.
FREE TRIAL:-
In EUREKA FORBES LIMITED, free trial consists of inviting prospective
purchases to try the product without any type of payment and after trying it if purchase is
satisfied they can purchase the product. Prospective buyers are invited through personal
letters.
DEMONSTRATION:-
In EUREKA FORBES LIMITED, there is door to door selling called direct
selling. Salesman goes to prospective customer’s house and gives the complete knowledge
about the product. i.e. Type of products, different types of accessories used in the product,
its superiority in operation and different types of uses. He gives them live demonstration if
prospective customers ring up. Then they also go to their office also. Demonstration is one
of the important tool for EUREKA FORBES LIMITED and they increase their sales from
the demonstration.
PREMIUM:- Premium or gifts are merchandise offers at a relatively low cost or free as
an incentive to purchase.
Eureka Forbes: The Brand
The Brand corporate social responsibility to be successful in this competitive business
world, balance sheets and growth rates are no more the only parameters to be considered
upon. Days have changed when Customers brought money and bought products. Of course,
provided the amount of online facilities available, purchase can be made at any time
through any mode. But that is not the crux of this discussion. This is the age where people
have started seeing companies and organizations with a much broader vision. The service

37. 37
they provide to the society and humanity has become a vital factor of the company’s brand
image. In a word, it is the popular word “CORPORATE SOCIAL RESPONSIBILTY”.
Eureka Forbes has been instrumental in performing various social activities which has
embedded a good image of it in the customers’ hearts. A few of the many CSR activities
are as follows:
 Opening of Nana Nain parks for Aged persons
 Cleanliness & Hygiene campaigns launched in association with reputed NGO’s
 Facilitates Pollution watch information
 Safe drinking water to Earth Quake victims in Buhl
 Aids to Cyclone victims in Andhra Pradesh
 Hosts various religious festivals It does not matter in to what activity they are catering in
to; ultimately they have created good will and an image of trust in the mind & hearts of the
customers
Strategies adopted that have made eureka Forbes a popular brand name
1. Direct Marketing
EFL was the first to introduce water purifiers and vacuum systems into the Indian homes.
As these products were unknown to the Indian market, therefore advertising campaigns
were impossible. Hence EFL chose the less traveled direct selling route. Direct method Isa
method that aims at establishing a direct connection with the potential customers and
cultivates a lasting relationship. EFL was the first company to venture into the same and
now is Asia’s largest direct selling organization.
2. Advertisement Campaigns
Many companies, while selling a new product in the market find that sales cannot be
sustained without constant advertising. Sales charts always show a meteoric rise post-
advertising burst. Eureka Forbes often runs advertisements on different channels over
theyear to sustain the
brand awareness
and ensure that the consumers are exposed to the brand.

38. 38
3. Dedicated Service Help-line
Eureka Forbes has over 1000 service centers in all major cities in India with more than5000
trained service technicians. Theirs is the largest After Sales net work in India. Yes, we have
a dedicated 24 hours single number access help line in 8 major cities.
Clear drinking water is a huge problem in India. The water that comes through the tap is
often salty, and is riddled with bacteria.
4. Marketing Mix
1. Product
a) Easily available nationwide.
B) Easy to handle.
c) Multiple products launched for each product type.
2. Price
a) Product price range divided into four segments to target different audiences.
B) Low cost of maintenance and consumable.
c) Best prices offered when compared to other competitors.
3. PROMOTION
a) Active subscription immediately.
b) Right time installation of products.
c) Properly repair services against paid AMC’s.
d) Service during contract period.
4. PLACE
a) Urban educated India that cares for their family.
b) Areas prone to diseases.
c) Strategically chosen locations for catching the eye of potential consumers.
Swot analysis of the company
A SWOT analysis (alternatively SWOT matrix) is a structured planning method used to
evaluate the strengths, weaknesses, opportunities and threats involved in a project or in a
business venture. A SWOT analysis can be carried out for a product, place, industry or
person. It involves specifying the objective of the business venture or project and
identifying the internal and external factors that are favorable and unfavorable to achieve

39. 39
that objective. Some authors credit SWOT to Albert Humphrey, who led a convention at
the Stanford Research Institute (now SRI International) in the 1960s and 1970s using data
from Fortune 500 companies. However, Humphrey himself does not claim the creation of
SWOT, and the origins remain obscure. The degree to which the internal environment of
the firm matches with the external environment is expressed by the concept of strategic fit.
One way of utilizing SWOT is matching and converting. Matching is used
to find competitive advantage by matching the strengths to opportunities.
Converting is to apply conversion strategies to convert weaknesses or
threats into strengths or opportunities. An example of conversion strategy
is to find new markets. If the threats or weaknesses cannot be converted, a
company should try to minimize or avoid them
Strength
1.Brand image of aquagauard
2. Benchmark for direct sale strategies, Asia
largest direct sale company.
3.strong dealer sale network
4. Certification of aqua guard from Indian
medical association.
5.6 world class quality products
Weakness
1. Service network in suburbs
2. Catering to unlimited customer after
sale service
3. Falling short to survey Hugh customer
base
Opportunities
1. In semi mentors or direct in rural market
area.
2. By providing very strong service in
metros, then there will be no space for the
competitors.
3. At international level
4. an institutional level
Threat
1.General awareness in customer
2. competitor
3. sometime source of water
4.government policies
5. Sometime dealer or retailer don’t complete
their responsibilities.

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CHAPTER 9
Suggestions for Eureka Forbes in future
1) Contact builders before the completion of project so that contracts can be made in
advance regarding the installation of water purifier in the society.
2) In free service camps, customers should be informed about the new and better
technology being offered by the company in the products of other product lines as well.
3) The UV water purifier and RO water purifier should be targeted in different areas
according to the T.D.S. of water.
4) IMA endorsement and ISI certification (product strength) should be highlighted.
5) Emails should be sent to the existing customers asking for referrals. If the sales
materialize give they free service.
6) Distribute discount coupons and free service coupons through newspaper.
7) Install water purifier at Temples, mosque etc. That will help in creating a good brand
image.
8) Send mails to existing customers about the new products or special offers.
9) Present customers who are intending to buy products of some other product line of the
company be given an extended free service for the current product.
10) Free trial of newly launched products be provided during free service camps.

41. 41
REFERENCES
For getting the information regarding various aspect of promotion mix in theoretical
concept as well as practical aspect, I have taken the reference of certain books which are
as follows
Books:-
1.https://books.google.co.in/books?id=5GigjssNBBwC&printsec=frontcover&dq=MAR
KETING+MANAGEMENT+by+PHILIP+KOTLER,+KEVIN+LANE+KELLER,+ABR
AHAM+KOSHY,+MITHILESHWAR+JHA,+PEARSON,+14th+Edition,+(2013)&hl=e
n&sa=X&ved=0CC4Q6AEwA2oVChMIn53xvvDxwIVk1qOCh26qwPN#v=onepage&q
&f=false
2. Marketing management by Philip Kotler, Kevin lane Keller, Abraham
Koshy, mithileshwar jha, Pearson, 14th Edition, (2013)/chapter 4/topic name/designing
value
3. https://books.google.co.in/books?id=YVwyCgAAQBAJ&pg=PA598&dq=research+pape
r+on+eureka+forbes&hl=en&sa=X&ved=0CE0Q6AEwBWoVChMI8ennhoGExwIVkX
COCh1BJA10#v=onepage&q=research%20paper%20on%20eureka%20forbes&f=false
Internet sites used:-
1. http://www.eurekaforbes.com/Product
2. http://eurovigil.in/householdl-security-4d.html
3. https://www.scribd.com/doc/29017131/Eureka-Forbes-Project-Report-1