Presented By: Ananya Srivastava Ashwini Kumar Arya Kumari Neha Shree Preet Kanwal

Introduction
Eureka Forbes is an Indian consumer appliances

company. Eureka Forbes was the first to introduce domestic water purifiers - the Aquaguard - model - as well as vacuum cleaners to India in the 1980s. Eureka Forbes, part of the Shapoorji Pallonji Group's Forbes Gokak based in Mumbai.

 Eureka Forbes Limited ( EFL) started with joint

venture between Forbes (India) and Electrolux (Sweden) by introducing water purifier (aqua guard) and vacuum cleaner (Euro clean) in the market. They were the first to innovate and make the Indian homes realize the need of water purifiers and vacuum cleaners.

 The company offers water purification systems,

vacuum cleaners, air purifiers, security solutions including home security systems, intrusion alarm systems, access control systems, fire alarm systems and surveillance systems. EFL has a unique sales approach. And the company feels that direct selling at home is the best method

Advantages of Direct Marketing

It is easy, convenient and private.
Provides more choice to the consumer. Consumers can avail best price as there are no middle

man involved. Helpful for the companies to build a close and direct relation with the consumers. It saves the valuable time of the working and busy people.

Disadvantages of Direct Marketing

Consumer cannot touch and feel the products before

buying. The scope of expansion is limited in this kind of marketing. It has higher per person cost than other form of advertising. There is great scope for misleading and deceiving customers by dishonest businessmen. It may cause irritation to the consumer through unwanted mail and spam.

Brands of Aquaguard
Aquaguard Sensa
Aquaguard Total Aquaguard Integra7

Aquaguard Nova
Aqua Sure (Price range from Rs1800 to Rs30000)

Brands of Euro Clean

Euroclean Ace
Euroclean Turbo Euroclean wet and Dry

(Price range from Rs 4000 to Rs 15000)

Competitor of Aqua Guard

Philips
Kent Whirlpool

Kenstar

SWOT Ananlysis
Strength
Its Brand Name. Eureka Forbes has its own Brand Image.

The name of its water purifier Aquaguard has become synonyms for the water purifiers. EFL is Asias largest direct selling company. It has 7000 dedicated, motivated workforce. On the strength of this company is able to achieve its mission and goals. EFL has one of best training facilities for their employees. The company is 5 times winner of Most Admired Knowledge Enterprise.

Cont
The company has Unique compensation plan named

as Bettering the Best, which is stage based incentive scheme. In this scheme more thrust has been given for efforts and not on actual sales. It is an open and democratic organization. Organization has a scheme for getting feedback from staff in regular intervals.

Weakness
Earlier there were very few players in the market and

customers had limited options. But now-a-days numbers of players in the market are increasing dayby-day. Therefore, various options are available with the customers. Very few people like a marketing to knock their door. Because they are often cheated by low profile companies and their bogus products. This has become negative for the company as companys 75% sale is done through this channel only.

Cont
Attrition is another major issue and like other industry

EFL is also facing the same. Demand of Domestic Vacuum cleaner is in declining stage.

Opportunity
Till now EFL has concentrated its business in Semi-urban,

Urban and Metro areas. But,68% of population lives in rural area, which is not touched by the company. There is ample opportunity for the company to expand its business to rural country to sale especially low cost purifiers and cleaners. Company is known for taking challenge by introducing new products. Company has given trust on R & D for innovations and providing world class product to people. But still more effort required to introduce product like Robocleanz and also to fill the portfolio gap.

Cont
The position of safe drinking water in the country in

not well. 80% of the diseases are water born diseases. This is an opportunity for the company to educate the people for the use of their product. In India only 8% of the people use water purifier. And therefore, it is an opportunity forthe company to expand their business to rest of the population.

Threat
When company entered into the market there was no

competitor in the market. But now-a-days no. of competitors are increasing day by day and for company it has become tough to maintain its market share.
Three years back Hindustan Unilever Limited ( HUL )

launched storage based water purifier. And within period of less than three years of time company gained 50% market share in storage based water purifiers. This has become one of the major threats for the company.

Cont
Higher Income Group is shifting fast for the use of

bottled drinking water. Now people have become choosier and are more aware. Living standards of life is also improving. Therefore, customers are searching products as per their requirement.

Problems
At sometimes CEO felt that EuroChamp missed an

easy sale. He also felt that these EuroChamps were just going through the motions mechanically and seemed focused only on completing their demo. The demo equipment was damaged or not clean, something that was totally unacceptable. The art of responding to customer objection was neglected in some EuroChamps training. CEO ignore the data and anecdotal evidence reporting irregular and poor performance across many of EFLs territories.

Solutions Adopted By EFL

Formalizing Training EFL established, Centralized Recruitment and Training Centers (CRTCs) in 2004. CRTCs was established to ensure a formal , standardized, firm-wide training approach.