Acknowledgement

I have great pleasure to express my sincere gratitude to my Guide

Prof Bhaskar Ghaisas for his most valuable guidance and consistent
encouragement throughout the research work of this particular project.

I also thank all my teaching staff of Department of Computer Science &

Management for rendering all kinds of helps wherever required and
also all the staff of library for providing better cooperation during
research work.

Last but not the least I offer my sincere thanks to all those who directly
or indirectly helped me in moulding this research project in a great
fashion.

Nitin Talekar
 Declaration

I, Nitin Talekar declares that the project work entitled ‘

Marketing Strategies Adopted by Aquaguard Water Purifier” is

the original work done under the guidance of Prof Bhaskar

Ghaisas and has not been previously submitted to any other

examination of this university or other university.

Place :
Date :

Nitin Talekar
 Contents

1. Introduction
2. About Aquaguard Water Purifier
4. Company Profile
5. Consumer Buying Behavior
6. Research Methodology
7. Marketing Planning and Novel Strategies
8. Conclusion and Suggestions
9. Questionnaires
10. References
Introduction To Marketing
 Introduction to Marketing
What is marketing? Almost every marketing textbook has a different
definition of the term “marketing.” The American Marketing Association
(AMA) uses the following: “The process of planning and executing the
conception, pricing, promotion, and distribution of ideas, goods, and services
to create exchanges that satisfy individual and organizational objectives.”
From this definition, we see that:

• Marketing involves an ongoing process. The environment is “dynamic.”

This means that the market tends to change—what customers want
today is not necessarily what they want tomorrow. For example, sales
of beef are declining in the United States because consumers have
become health oriented. Similarly, Tupperware parties are less popular
today than they once were because there are fewer housewives who
do not work outside the home.
• This process involves both planning and implementing (executing) the
plan.
• Some of the main issues involved include:
o Marketers help design products, finding out what customers
want and what can practically be made available given
technology and price constraints.
o Marketers distribute products—there must be some efficient way
to get the products from the factory to the end-consumer.
o Marketers also promote products, and this is perhaps what we
tend to think of first when we think of marketing. Promotion
involves advertising—and much more. Other tools to promote
products include trade promotion (store sales, coupons, and
rebates), obtaining favorable and visible shelf-space, and
obtaining favorable press coverage.
o Marketers also price products to “move” them. We know from
economics that, in most cases, sales correlate negatively with
price—the higher the price, the lower the quantity demanded. In
some cases, however, price may provide the customer with a
 o “signal” of quality. Thus, the marketer needs to price the
product to (1) maximize profit and (2) communicate a desired
image of the product.
o Marketing is applicable to services and ideas as well as to
tangible products. For example, accountants may need to
market their tax preparation services to consumers.

One of the greatest needs of managers of business is to understand and

develop marketing programs for their products and services. Business
success is based on the ability to build a growing body of satisfied customers.
Modern marketing programs are built around the "marketing concept," which
directs managers to focus their efforts on identifying and satisfying customer
needs - at a profit.

Marketing continues to be a mystery . . . to those who create it and to those

who sponsor it. Often, the ad that generates record-breaking volume for a
retail store one month is repeated the following month and bombs. A
campaign designed by the best ad agency may elicit a mediocre response.
The same item sells like hotcakes after a 30-word classified ad, with
abominable grammar, appears on page 35 of an all-advertising shopper
tossed on the front stoops of homes during a rainstorm! The mystery eludes
solution but demands attention.

Your marketing results can be improved through a better understanding of

your customers. This approach usually is referred to as the marketing
concept.

Putting the customer first is probably the most popular phrase used by firms
ranging from giant conglomerates to the corner barber shop, but the
sloganizing is often just lip service. The business continues to operate under
the classic approach - "Come buy this great product we have created or this
fantastic service we are offering." The giveaway, of course, is the word we. In
other words, most business activities, including advertising, are dedicated to
solving the firm's problems. Success, however, is more likely if you dedicate
your activities exclusively to solving your customer's problems.

The Marketing Concept

The marketing concept rests on the importance of customers to a firm and
states that:

• All company policies and activities should be aimed at satisfying

customer needs, and
• Profitable sales volume is a better company goal than maximum sales
volume.

To use the marketing concept, businesses should:

• Determine the needs of their customers (Market Research);

• Analyze their competitive advantages (Market Strategy);
• Select specific markets to serve (Target Marketing), and;
• Determine how to satisfy those needs (Market Mix).

Market Research

In order to manage the marketing function successfully, good information

about the market is necessary. Frequently, a small market research program,
based on a questionnaire given to present customers and/or prospective
customers, can disclose problems and areas of dissatisfaction that can be
easily remedied, or new products or services that could be offered
successfully.

Strategic Planning and the Marketing Process

Plans and planning. Plans are needed to clarify what kinds of strategic
objectives an organization would like to achieve and how this is to be done.
Such plans must consider the amount of resources available. One critical
resource is capital. Microsoft keeps a great deal of cash on hand to be able to
“jump” on opportunities that come about. Small startup software firms, on
the other hand, may have limited cash on hand. This means that they may
have to forego what would have been a good investment because they do
not have the cash to invest and cannot find a way to raise the capital. Other
resources that affect what a firm may be able to achieve include
Trademarks/brand names: It would be very difficult to competefactors such
as: Patents: It would be difficult to against Coke and Pepsi in the cola
market. compete against Intel and AMD in the microprocessor market since
both these People:firms have a number of patents that it is difficult to get
around. Even with all of Microsoft’s money available, it could not
immediately hire the Distribution: Stores have spacepeople needed to
manufacture computer chips. for only fraction of products they are offered,
so they must turn many away. A firm that does not have established
relationship with stores will be at disadvantage in trying to introduce new
product.

Plans are subject to the choices and policies that the organization has made.
Some firms have goals of social responsibility, for example. Some firms are
willing to take greater risk, which may result in very large payoff but also
involve the risk of a large loss, than others.

Strategic marketing is best seen as an ongoing and never-ending process.

Typically:

• The organization will identify the objectives it wishes to achieve. This

could involve profitability directly, but often profitability is a long term
goal that may require some intermediate steps. The firm may seek to
increase market share, achieve distribution in more outlets, have sales
grow by a certain percentage, or have consumers evaluate the product
more favorably. Some organizations have objectives that are not
focused on monetary profit—e.g., promoting literacy or preventing
breast cancer.
• An analysis is made, taking into consideration issues such as
organizational resources, competitors, the competitors’ strengths,
different types of customers, changes in the market, or the impact of
new technology.
• Based on this analysis, a plan is made based on tradeoffs between the
advantages and disadvantages of different options available.
• This strategy is then carried out. The firm may design new products,
revamp its advertising strategy, invest in getting more stores to carry
the product, or decide to focus on a new customer segment.
• After implementation, the results or outcome are evaluated. If results
are not as desired, a change may have to be made to the strategy.
 Even if results are satisfactory, the firm still needs to monitor the
environment for changes.

Levels of planning and strategies. Plans for a firm can be made at

several different levels. At the corporate level, the management considers
the objectives of the firm as a whole. For example, Microsoft may want seek
to grow by providing high quality software, hardware, and services to
consumers. To achieve this goal, the firm may be willing to invest
aggressively.

Plans can also be made at the business unit level. For example, although
Microsoft is best known for its operating systems and applications software,
the firm also provides Internet access and makes video games. Different
managers will have responsibilities for different areas, and goals may best be
made by those closest to the business area being considered. It is also more
practical to hold managers accountable for performance if the plan is being
made at a more specific level. Boeing has both commercial aircraft and
defense divisions. Each is run by different managers, although there is some
overlap in technology between the two. Therefore, plans are needed both at
the corporate and at the business levels.

Occasionally, plans will be made at the functional level, to allow managers to

specialize and to increase managerial accountability. Marketing, for example,
may be charged with increasing awareness of Microsoft game consoles to
55% of the U.S. population or to increase the number of units of Microsoft
Office sold. Finance may be charged with raising a given amount of capital at
a given cost. Manufacturing may be charged with decreasing production
costs by 5%.

The firm needs to identify the business it is in. Here, a balance must be made
so that the firm’s scope is not defined too narrowly or too broadly. A firm may
define its goal very narrowly and then miss opportunities in the market place.
For example, if Dell were to define itself only as a computer company, it
might miss an opportunity to branch into PDAs or Internet service. Thus, they
might instead define themselves as a provider of “information solutions.” A
company should not define itself too broadly, however, since this may result
in loss of focus. For example, a manufacturer of baking soda should probably
not see itself as a manufacturer of all types of chemicals. Sometimes,
companies can define themselves in terms of a customer need. For example,
3M sees itself as being in the business of making products whose surfaces
are bonded together. This accounts for both Post-It notes and computer disks.

A firm’s mission should generally include a discussion of the customers

served (e.g., Wal-Mart and Nordstrom’s serve different groups), the kind of
technology involved, and the markets served.

Several issues are involved in selecting target customers. We will consider

these in more detail within the context of segmentation, but for now, the firm
needs to consider issues such as:

• The size of various market segments;

• How well these segments are being served by existing firms;
• Changes in the market—e.g., growth of segments or change in
technology;
• How the firm should be positioned, or seen by customers. For example,
Wal-Mart positions itself as providing value in retailing, while
Nordstrom’s defines itself more in terms of high levels of customer
service.

Criteria for effective marketing plans. Marketing plans should meet several
criteria:

• The plan must be specific enough so that it can be implemented and

communicated to people in the firm. “Improving profitability” is usually
too vague, but increasing net profits by 5%, increasing market share
by 10%, gaining distribution in 2,000 more stores, and reducing
manufacturing costs by 2% are all specific.
• The plan must be measurable so that one can see if it has been
achieved. The above plans involve specific numbers.
• The goal must be achievable or realistic. Plans that are unrealistic may
result in poor use of resources or lowered morale within the firm.
• The goals must be consistent. For example, a firm cannot ordinarily
simultaneously plan improve product features, increase profits, and
reduce prices.
Marketing Strategy

Marketing strategy encompasses identifying customer groups (Target

Markets), which a small business can serve better than its larger competitors,
and tailoring its product offerings, prices, distribution, promotional efforts and
services towards that particular market segment (Managing the Market Mix).
A good strategy implies that a business cannot be all things to all people and
must analyze its markets and its own capabilities so as to focus on a target
market it can serve best.

Target Marketing

Owners of small businesses have limited resources to spend on marketing

activities. Concentrating their marketing efforts on one or a few key market
segments is the basis of target marketing. The major ways to segment a
market are:

• Geographical segmentation - developing a loyal group of consumers in

the home geographical territory before expanding into new territories.
• Product segmentation - extensively promoting existing best-selling
products and services before introducing a lot of new products.
• Customer segmentation - identifying and promoting to those groups of
people most likely to buy the product. In other words, selling to heavy
users before trying to develop new users.

Managing the Market Mix

There are four key marketing decision areas in a marketing program. They
are:

• Products and Services,

• Promotion,
• Distribution, and
• Pricing.
The marketing mix is used to describe how owner-managers combine these
four areas into an overall marketing program.

Products and Services

Effective product strategies for a business may include concentrating on a

narrow product line, developing a highly specialized product containing an
unusual amount of service.

Promotion

This marketing decision area includes advertising, salesmanship and other

promotional activities. In general, high quality salesmanship is a must for
small businesses due to their limited ability to advertise heavily. Good yellow-
page advertising is a must for small retailers. Direct mail is an effective, low-
cost medium of advertising available to small businesses.

Price

Determining price levels and/or pricing policies (including credit policy) is the
major factor affecting total revenue. Generally, higher prices mean lower
volume and vice-versa, however, small businesses can often command
higher prices due to the personalized service they can offer.
 About
Aquaguard Water Purifier
 Development & Concept Of
Aquaguard Water Purifier
The Latin expression ‘Aqua pura is Aqua vitae’ perhaps best expresses
the value of pure water. Translated into English, it literally means ‘pure
water is the water of life’.

Water is life's mater and matrix, mother and medium. There is no life
without water, but water in its raw state is not suitable for drinking. It
contains numerous contaminants, which can be dangerous to human
health.

But, thanks goes to Science that has invented devices to shield

civilization against such aqua ailments. A water purifier is one of such
devices that purify our drinking water. A water purifier is a wonderful
device that converts raw water so that it tastes like nectar; therefore by
this process it makes ordinary tap water perfectly suitable for drinking.

Health Benefits of a Water Purifier:

A water purifier is very beneficial for healthy living. Ordinary untreated

water can contain numerous contaminants including bacteria, algae,
viruses, fungi, minerals, and man-made chemical pollutants that cannot
be seen with the naked eye. These contaminants are very pernicious
for one’s health.

A water purifier kills these organisms and filtrates the contaminants to

make the water perfectly fit for drinking. Thus water purifiers save us
from numerous dangerous bacterial and viral diseases that easily
spread when water becomes contaminated.

Water Purification Techniques:

Different water purifiers use different techniques of purification. The

common techniques used to purify water include boiling, carbon
filtering, distilling, reverse osmosis, ion exchange, electrode ionization,
water conditioning and plumbo-solvency reduction.
Concept of Aquaguard Water Purifier

Bacteria and Viruses cause most of the commonly found water borne
diseases. Aqua guard Water Purifier (AGWP) is the only water purifier
which has got complete certification for eliminating all known disease
causing virus and bacteria from the water in the most simple and effective
way. Further AGWP do not add any harmful chemicals or resin which could
be dangerous in the long-term at the same time the essential minerals and
salts in the water which are good for the human body are retained. Hence
you get 100% germ-free, clean clear water at the flick of a switch. In the
Aquaguard , the method of purification works in three stages ie -

1) Pre-Filter Stage (First Stage) - Here, the multi-layered 10 yarn

candle is present, the water first passes through these pre-filter which
incorporates a specially developed multi-layered catridge which strains
out physical impurities present in the water, such as dust, dirt and mud. It
trapped the finest fine mud and dirt up to 0.05 micron. The forcedly water
then goes to the second stage.

2) Activated Carbon (Second Stage) -

In this stage, the granules of charcoal are present which is made up of half
burned coconut hard cover. This charcoal is specially treated silver
impregnated gets activated carbon or charcoal is to absorbed or soak the
free chemical element in it because charcoal bond is free and try to gets
bond formation. Hence, the charcoal absorbs the chemical impurities
present in water. Meanwhile, as charcoal are treated by silver
impregnated, it cannot absorb the natural minerals from the water. It
leaves them as it is. This activated carbon reduces color, dirty color of
water and organite impurities absorbed like chlorine gases, bleaching, salt
etc.

3) UV Chamber (Third Stage)

In this stage, the ultra-violet lamb is present which generates ultraviolet
rays. To inactivated or killed the germs, ultra-violet ray's treatment is best
and 100% successful treatment in the world. Scientist is proved that, the
UV treatment is best for the inactivation of the germs. Here, the water
passes from this chamber, all the germs get inactivated by the UV-
treatment. In fact, ultraviolet germicidal dosage provided 120% time more
to destroy all the bacteria and viruses.

Besides Aquaguard has the two other main functions -

A) Electronic Monitoring System :-

This Electronic Monitoring system (E.M.S) is situated just behind the water
outlet. It works like a sensor. If any kind of impurities are present in the
water after completion of the all the three stages, it identifys and search
that impurity up to 0.01 micron and automatically the flow of water get
stopped. In short, an Unique Electronic Monitoring System which monitors
the purification process and stops the flow of water immediately, if the
level of purification is inadequate.

B) Decalcification System :-

In the water, salt is present in less or more percentage. Due to this salt, a
white layer is form on the edge of metal container, called the calci
formation. To neutralize this chalky formation. the process is called
Decalcification process.

The Aquaguard is easy to operate and after installation water supply is

provided at minimum specified pressure is 0.4 kg/sq. cm and the
maximum specified pressure is 2.0 kg/sq. cm . In between these
specifications, that means three indicator, which are Red, Yellow and
Green. When the current supply to the Aquaguard it beeps on Red
indicator. After 4-5 seconds it goes to Yellow-indicator and after 60 to 90
seconds it goes to Green indicator the toggle switch on continuous flow of
water which is 100% pure. Impurities is find out by the Electronic
Monitoring System, it blinks the body Aquaguard is made up of Galvanize
steel plate with current proof.

Besides Aqua guard have strict quality norms at manufacturing facilities

(in fact it is the only company to have ISO 9002 certified factories). Also
products are also routinely tested at reputed Indian and International labs
(like Thames Water Institute - U.K. University of Pretoria, SA. Local lab.
certificates are available with Water Lab and/or the HOL, while
International Certificates are with Technical HQ- Bangalore and at
Bombay- HO Marketing)

The company also offers water testing at reputed Water Labs (in Bombay,
Delhi, Chennai, Bangalore, Calcutta, Ahmedabad, Hyderabad) wherein
company collect water sample and test it at a very nominal charge.
Company Profile
 Company Profile
Eureka Forbes Limited is the pioneer of Direct Sales in India. Mr. Suresh
Goklaney, Managing Director of Eureka Forbes, said "The 5500 salespersons
working for Eureka Forbes - whom we fondly call EuroChamps - will be
delighted that the unique and young company which they have created over
the last 24 years has been found worthy.

Eureka Forbes, about to go into its Silver Jubilee year, has notched up an
impressive turnover of Rs. 6.1 Billion ( Rs. 610 Crores) selling premium life
style products like water purifiers and vacuum cleaners which bring better
health to the families of their customers. In the growing sunrise markets of
water purification and vacuum cleaning, Eureka Forbes enjoys market shares
upwards of 70% through its brands AquaGuard and EuroClean respectively. In
the year 2004, AquaGuard was chosen as a "Superbrand" by a panel of
eminent persons in the Indian industry.

To achieve this success, it followed a marketing system very different from

those adopted by most consumer product companies. It did not set up a
dealer network to sell its products but it set up a "Direct Sales" system
instead. Over the last 24 years they have created a huge intangible asset of
over 4 million customers who have welcomed us into their houses to see our
demonstrations, to buy our products and then to get them serviced. They
have seen us inside their homes! That is quite an exceptional example of
relationship marketing, it is for reason that our slogan is 'Your friend for
life'".The key features of Eurke Forbes is underlined below -

• Rs. 5 billion multi-product, multi-channel corporation - part of the

Shapoorji Pallonji Group

• Operating in over 92 cities with over 6,000 employees

• Pioneers & leaders in water purification systems, vacuum cleaners &

air purifiers

• Pioneers in direct selling - Asia's largest direct selling

organisation - 5,000 strong direct sales force touches 1.25 million
Indian homes, adding 1,500 customers daily
• Customer family now numbers over 5 million - enduring relationships
as 'Friends for Life'

• Expanded channels that reach out to customers to include

• a 3,800 strong dealer sales network

• a 58 distributor strong institutional sales network

• a security systems division

• A strong service network backs up sales efforts - 3,200 company

trained technicians make 10,000 kitchen visits daily, supported by call
centers, customer care representatives & mobile service vans

• A customer finance scheme, Eurovalue, for customers to easily obtain

the means to live healthier lives

• Already expanded into 450 smaller towns through franchised direct

operations

• Ranked among India's Most Admired Consumer Durable Companies

& Best Employers.
Consumer Buying
Behaviour
 Consumer Buying Behaviour
Consumer behavior involves the psychological processes that consumers go
through in recognizing needs, finding ways to solve these needs, making
purchase decisions (e.g., whether or not to purchase a product and, if so,
which brand and where), interpret information, make plans, & implement
these plans (e.g., by engaging in comparison shopping or actually purchasing
product).

Sources of influence on the consumer. The consumer faces numerous

sources of influence. Often, we take cultural influences for granted, but they
are significant. An American will usually not bargain with a store owner. This,
however, is a common practice in much of the World. Physical factors also
influence our behavior. We are more likely to buy a soft drink when we are
thirsty, for example, and food manufacturers have found that it is more
effective to advertise their products on the radio in the late afternoon when
people are getting hungry. A person’s self-image will also tend to influence
what he or she will buy—an upwardly mobile manager may buy a flashy car
to project an image of success. Social factors also influence what the
consumers buy—often, consumers seek to imitate others whom they admire,
and may buy the same brands. The social environment can include both the
mainstream culture (e.g., Americans are more likely to have corn flakes or
ham and eggs for breakfast than to have rice, which is preferred in many
Asian countries) and a subculture (e.g., rap music often appeals to a segment
within the population that seeks to distinguish itself from the mainstream
population).

Consumer choices are often influenced dramatically by values. Some

consumers, for example, seek to “fit in with the crowd” and would like to own
a car as similar as possible to that of the neighbor. Others, on the other hand,
want to stand out. In the consumption context, then, a consumer may choose
to spend a great deal of money on buying and maintaining neat and
professional attire, not because he or she is particularly interested in that
appearance for its own sake, but rather because this will help the consumer
be successful in his or her career.
Subculture often significantly influences the consumer. There are several
potential ways that a society can be divided up. Some consumers are highly
influenced by their ethnic origin. In some areas in Los Angeles, shopkeepers
may transact all their business in a language of the predominant immigration
patterns into the neighborhood—e.g., Spanish or Korean in some parts of
downtown and Chinese in parts of the San Gabriel Valley. Virtual pets at first
spread in the U.S. through Asian-American teenagers. Only after a while did
the product diffuse into other ethnic groups. Occasionally, religious groups
will influence consumers’ behavior, usually because a religion may set certain
standards—e.g., some religions do not allow the consumption of alcohol,
while others may disapprove of charging interest. The fact that many
Americans spend a great deal of time with members of their religious groups
in churches, synagogues, and mosques implies that members have a great
deal of influence on each other. People in similar age groups also tend to
have more influence on each other. This is particularly evident in the spread
of fashion. Social status may also have some influence, as people may tend
to emulate others in similar occupations or neighborhoods.

One way to look at social influence is though “reference groups”—people

against which one compares oneself. Thus, a consumer may notice that all
his friends are wearing a special kind of jeans and may expect to be
ostracized if he or she chooses to wear a different brand. Interestingly,
however, one may also hold dissociative reference groups—people that one
would not want to be compared to. For example, Cadillac has an image
problem in being associated with older consumers, who are not considered
“hip” enough by younger, upwardly mobile consumers that the firm would
like to target. Thus, Cadillac ran the campaign “It’s not your father’s car.”

Family may influence the consumer’s choices a great deal. Research has
shown, for example, that there is a tendency for adult children to use the
same brands that their parents used over time. In many cases, these brand
choices are made without much conscious thought.

In marketing jargon, a consumer problem refers to a “discrepancy” between

the “ideal” situation and reality. Thus, problems can range greatly in severity.
One problem, for example, is that you are hungry. The problem is easily
solved by eating. Other problems can be significantly more severe—for
example, a consumer is scared that he will be rejected by his wife because he
is growing bald. Note that problems can be solved in more than one way.
Baldness could be addressed by obtaining a wig, medical treatment, buying a
fancy car (as an alternative way to achieve attractiveness), or some other
creative way.

One model of consumer decision making involves several steps. The first one
is problem recognition—you realize that something is not as it should be.
Perhaps, for example, your car is getting more difficult to start and is not
accelerating well. The second step is information search—what are some
alternative ways of solving the problem? You might buy a new car, buy a
used car, take your car in for repair, ride the bus, ride a taxi, or ride a
skateboard to work. The third step involves evaluation of alternatives. A
skateboard is inexpensive, but may be ill-suited for long distances and for
rainy days. Finally, we have the purchase stage, and sometimes a post-
purchase stage (e.g., you return a product to the store because you did not
find it satisfactory). In reality, people may go back and forth between the
stages. For example, a person may resume alternative identification during
while evaluating already known alternatives.

Consumer involvement will tend to vary dramatically depending on the type

of product. In general, consumer involvement will be higher for products that
are very expensive (e.g., a home, a car) or are highly significant in the
consumer’s life in some other way (e.g., a word processing program or acne
medication).

It is important to consider the consumer’s motivation for buying products. To

achieve this goal, we can use the Means-End chain, wherein we consider a
logical progression of consequences of product use that eventually lead to
desired end benefit. Thus, for example, a consumer may see that a car has a
large engine, leading to fast acceleration, leading to a feeling of performance,
leading to a feeling of power, which ultimately improves the consumer’s self-
esteem. A handgun may aim bullets with precision, which enables the user to
kill an intruder, which means that the intruder will not be able to harm the
consumer’s family, which achieves the desired end-state of security. In
advertising, it is important to portray the desired end-states. Focusing on the
large motor will do less good than portraying a successful person driving the
car.

Information search and decision making. Consumers engage in both internal

and external information search. Internal search involves the consumer
identifying alternatives from his or her memory. For certain low involvement
products, it is very important that marketing programs achieve “top of mind”
awareness. For example, few people will search the Yellow Pages for fast food
restaurants; thus, the consumer must be able to retrieve one’s restaurant
from memory before it will be considered. For high involvement products,
consumers are more likely to use an external search. Before buying a car, for
example, the consumer may ask friends’ opinions, read reviews in Consumer
Reports, consult several web sites, and visit several dealerships. Thus, firms
that make products that are selected predominantly through external search
must invest in having information available to consumer in need—e.g.,
through brochures, web sites, or news coverage.

A compensatory decision involves the consumer “trading off” good and bad
attributes of a product. For example, a car may have a low price and good
gas mileage but slow acceleration. If the price is sufficiently inexpensive and
gas efficient, the consumer may then select it over a car with better
acceleration that costs more and uses more gas. Occasionally, a decision will
involve a non-compensatory strategy. For example, a parent may reject all
soft drinks that contain artificial sweeteners. Here, other good features such
as taste and low calories cannot overcome this one “non-negotiable”
attribute.

The amount of effort a consumer puts into searching depends on a number of

factors such as the market (how many competitors are there, and how great
are differences between brands expected to be?), product characteristics
(how important is this product? How complex is the product? How obvious are
indications of quality?), consumer characteristics (how interested is a
consumer, generally, in analyzing product characteristics and making the
best possible deal?), and situational characteristics (as previously discussed).
Attitudes. Consumer attitudes are a composite of a consumer’s (1) beliefs
about, (2) feelings about, (3) and behavioral intentions toward some
“object”—within the context of marketing, usually a brand, product category,
or retail store. These components are viewed together since they are highly
interdependent and together represent forces that influence how the
consumer will react to the object.

Beliefs. The first component is beliefs. A consumer may hold both positive
beliefs toward an object (e.g., coffee tastes good) as well as negative beliefs
(e.g., coffee is easily spilled and stains papers). In addition, some beliefs may
be neutral (coffee is black), and some may be differ in valance depending on
the person or the situation (e.g., coffee is hot and stimulates--good on a cold
morning, but not good on a hot summer evening when one wants to sleep).
Note also that the beliefs that consumers hold need not be accurate (e.g.,
that pork contains little fat), and some beliefs may, upon closer examination,
be contradictory.

Affect. Consumers also hold certain feelings toward brands or other objects.
Sometimes these feelings are based on the beliefs (e.g., a person feels
nauseated when thinking about a hamburger because of the tremendous
amount of fat it contains), but there may also be feelings which are relatively
independent of beliefs. For example, an extreme environmentalist may
believe that cutting down trees is morally wrong, but may have positive
affect toward Christmas trees because he or she unconsciously associates
these trees with the experience that he or she had at Christmas as a child.

Behavioral intention. The behavioral intention is what the consumer plans

to do with respect to the object (e.g., buy or not buy the brand). As with
affect, this is sometimes a logical consequence of beliefs (or affect), but may
sometimes reflect other circumstances--e.g., although a consumer does not
really like a restaurant, he or she will go there because it is a hangout for his
or her friends.
Research Methodology
 Research Methodology
Methodology
In any marketing research programme, data collection is very important.
Data collection takes a lot of time & efforts. The success of the research
projects depends critically on data. Researcher must be thoroughly
conversant with the characteristics of method of data collection.

Data, which are already assembled, are called secondary data. Information,
which has to be gathered for the first time, is called primary data.

Primary data

1) Observation Method :-
In observation method, the data are collected by observing same action of
the respondent. The researcher has also used observation method for
collecting data. Researcher passes as a customer and observes the
marketing situations. The researches have observed the expression on the
face of dealers at the time of answering the questions.

During field word the researcher has been benefited tremendously to know
various aspects of the dealer about the Aquaguard. The researcher, passing
as a customer knows the ability of salesman and the Aquaguard that is being
pushed through and also the motivating factor of the purchases. Researcher
has observed the actual market behaviour of the Eureka Forbes Aquaguard.
Researcher has also observed the opinion about Aquaguard form the
customers and dealers.

2. Survey Method :
Researcher obtains the primary data from the dealer and manager by
interviewing them. Survey is the most common method of generating
primary data. The survey yields a broader range of information as compare to
the method of observation. The information gathered by the survey is
effective for a greater no. of research problem. Survey means planed efforts
for a greater no. of research problems.
Researcher collects the data form the respondents by two types
a) Personal Interview
b) Questionnaire.

q) Personal Interview :- Interview is face to face communication between

researcher and respondents. Interview is the most preferred method for
collecting the data for research work .The researcher has specially used
interview method for collecting the various primary data like structures of
organisation, percentage dealer, procedure for appointing the dealer,
regarding new promotional scheme. Researcher has to collect the information
from dealer, manager by interviewing them Researcher has also taken the
interview of sales executive and service engineer.

b) Questionnaire :- Questionnaire consists of a list of question pertaining to

the survey is prepared. In order to collect primary data, researched has
framed Questionnaire containing various questions which would provides
sufficient data to research for the research

Researcher has also send covering letter among with Questionnaire

requesting the dealer to extend their full co-operative by giving the correct
replies and returning the Questionnaire dully filed in time. Research
personally observed that dealers hesitant to discharge many information.
Researcher has taken care and caution for drafting the Questionnaire as the
success of on investigation depends on the framing of the Questionnaire.
Researches have used simple English language to draft the questions so that
every dealer should understand dearly.

Secondary data

The secondary data are those, which does someone for already collect some
purpose and are available for the present study. Secondary data also equally
important for the research work. Researcher has also collected the data by
this method. Researcher has taken the help of various sources such as
company manual, marketing encyclopedia etc. Secondary data may be
available within the company, firm, government report, commercial and trade
Publication. Due to availability of secondary data, the researcher has of
sources of secondary data, which are given below.
1 . Website of Eureka Forbes.
2. Annual report of Eureka Forbes ltd.
3. Marketing Mgmt -Philip Kotlar.
4. Business world.

Hypothesis.

In normal sense, general experience, idea, conclusion, estimate, which

becomes the basis of future research work is called hypothesis. According to
S. Bogardus, "Hypothesis is a statement which is yet to be tested".
Hypothesis made by the researcher as under :-

1. Eureka Forbes ltd. has remarkable share in market,

2. Advertisement policy of Eureka Forbes ltd. is inadequate.
3. Eureka Forbes ltd. has a reliable product.
4. Eureka Forbes ltd. has a good service after sales.
5. Eureka Forbes Ltd., has good position in Indian market.
Marketing Strategy
 Marketing Strategy
The various points are to be considered in marketing the strategy of
Aquaguard Water Purifier which will certainly further boost the sales of AWP ;
like

1. Removal of Impurities: - In fact water which we consume look clean and

test better but it may contains certain gems, mud or harmful chemicals which
will certainly harmful for us in long run . AWP removes all kinds of impurities
in water. Any other impurities which may escape will be further trapped
Electronic Monitoring System.

2. Health and hygiene product: - Human body itself consist of 65% water
and consume approx. 2.5 liters of water a day. Water keeps the body healthy,
by flushing out harmful toxins, making the body fit and fine. Unfortunately,
the water we consume is polluted. Polluted water may look clean and even
taste better, but it may contain germ and other impurities, which leads to
water borne diseases. 80% of diseases are water borne such as dysentery,
diarrhea, gastroenteritis, polio. hepatitis-A (Jaundice), typhoid, cholera,
paratyphoid, etc. Such dreadful diseases are caused by polluted water and to
cure it, lot of money has to spend. The children are suffered easily by these
diseases so the parents have to cautious and aware about their health. The
sales representative has to convince the customer all the above factors and
how Acquaguard Water Purifier guard them and their family member's health.
If the customer thought that cost of Aquaguard is more, then the Marketing
executive must explain them that the value of their family member's life is
most precious than money.

3, Easy to operate: - Aquaguard W.P. can be very useful because there is

no difficulty in handling or operating process, no exertion is to be done to
operate it. Customer has just finger to ON/OFF of the switches. As the body of
Aquaguard W.P. is shock proof, there is no need to fear, even children can be
easily operate it. Hence, the Aquaguard W.P. is very convenient to use,
initiates the consumer to buy the Aquaguard W.P.
 4. IOA system: - In Aquaguard, the Intelligent Quotient Alert system is
made. If" any kind of problem arises in AWP i.e. water pre-filter, carbon
cartridge, UV lamp, etc then it gets continuous beep sound.

5. Lasting durability: - The Aquaguard W.P. is having long life because it

made up of hard-galvanized steel body. Secondly, the instrument is small and
can be placed on wall, the consumer is not required to take more efforts to
handle it . Once it is placed properly with the help of technician it is very easy
to operate. Besides as the body of AWP is made-up of galvanized steel, the
life of AWP increased fourfold.

6. Free after sales service: - After sales services is the most important
factor . Because after the sales, if the product is not working properly after
some days as it is electronic goods and services are not provided to the
customer by the dealer, it may effect the mind of purchaser and they will not
plan to purchase the product again . In case of Eureka Forbes Ltd., they have
their own service set up which is under direct contact of the consumer. When
any kind of problem arises with Aquaguard, consumer directly contact the
center or the office from where they had purchase. Further, the service
technician is attending the compliant within hour or same day. All kinds of
services are provided free of cost to the consumer. If the services are good
and prompt, naturally the customer will be satisfied and such prompt service
to one customer can give reference to another. It leads into more sales
through references.

7. Status symbol for consumer: - As the Aquaguard is very highly

improved, advanced and modified instrument, the consumer can purchase it
as a status symbol to impress the others. As in modern world, every people is
showing their instrument to the friend and relatives like mobiles, car,
imported perfumes, wrist watches, clothes, etc like this, they also shown
Aquaguard to the friend. As their life is well mannered and sophisticated,
Aquaguard has become a status symbol among the customer. They feel
satisfied and extraordinary, keeping the Aquaguard in their kitchen.
Data Interpretation
 Data Interpretation
1) Table showing the percentage of awareness of different
brands of water purifier in Wardha city –

Name of Brand % of Awarness among People

Aquaguard 85 %
Kenstar 10 %
Others 5%
2. Table showing the effectiveness’ of the sales promotion
schemes over last 3 years -

Year Sales of Aquagua Sales of Aquagua Incease in Sales

Before sales After sales due to sales
promotion scheme (In promotion scheme promotions
Units) (In Units) schemes (In Units)
2006 –2007 125 155 40
2007 –2008 143 170 47
2008 –2009 170 225 55

3. Table showing sales growth of Aquagurad Water Purifier in Rs.

Over last three years-

Years Sales of Aquagurad (in Rs)

2006 –2007 10, 20,000
2007 –2008 14 ,50,000
2008 –2009 19.40,000

4) Table showing the profit and growth position of Aquaguard

Water purifier in Wardha City over last three years –
 Year Profit (in Rs)
2006 –2007 Rs. 2 ,10,000
2007 –2008 Rs. 2,60,000
2008 –2009 Rs . 3,10,000
5) Table showing the factors, which influences the purchase
decision of water purifier–

Factor Percenatge
Health 95 %
Status 5%

6) Table showing the percentage of satisfied customers and

unsatisfied customers of Aquaguard Water Purifier –

Customer Percenatge
Satisfied 98 %
Unsatisfied 2%
Inferences & Suggestions
 Inferences And Suggestions
To sum up with the research, it is necessary to mention certain inferences
and suggestions without, which the research work is incomplete. First we
discuss the inferences which are as follows: -

Inferences: -

1) Aquaguard nowadays is generally used by high class society people as a

symbol of their status.

2) Aquaguard is very effective and durable instrument for water purifying

because it purify all the impurities present in water without changing taste
and minerals of water.

3) There are 8 different models of Aquaguard water purifier.

4) In India, at present there are two companies competing in this market one
is Eureka Forbes Ltd. and another one is Kenstar Ltd. Among both Eureka
Forbes Ltd. is the market leader.

5) The manufacturers of Aquaguard do not care more about the

advertisement of product. Now a day the advertising media is wide. The
electronic media like TV is very popular. So, to advertise the product in
competitive world the most appealing advertising media should be used. The
Eureka Forbes Ltd. allows very limited budget for advertisement.

6) The Aquaguard W.P. manufactured by Eureka Forbes is suitable and

convenient to purify the contaminated water and product durability life is also
long. The slogan of company is, YOUR FRIENDS FOR LIFE.

7) Eureka Forbes Ltd., has its own wide and prompt service set up or network
which helps them to provide good services after the sale which is definitely
increases their turnover further .

8) In case of Eureka Forbes Ltd., there is no flexibility in the price of the

Aquaguard, they price is fixed which may affect their sales.
9) The ratio of the sale of Eureka Forbes Aquaguard and Kenstar Ultra-care
with other water filter is 5:23:12 i.e., 65% of the market is leaded by Eureka
Forbes Ltd., and remaining is Kenstar Ultra-care and other water filter.

SUGGESTIONS

The few suggestions enlisted below for increasing the sale of Eureka Forbes
Ltd. :

1) Eureka Forbes Ltd., should design the Aquaguard such that the Aquaguard
can be afforded by all class of people cost wise. So that the assumption that
the use of Aquaguard is a symbol of status for high-class people is vanished .

2) Eureka Forbes Ltd., has to pay more attention towards the advertisement
of aquaguard. At present, the most known media for advertisement is
television because so many private cable channels are watched by almost
60%. So they have to focus more on advertisements.

3) The advertisement in the print media, exhibition, trade fairs, etc. are also
appealing.

4) As the Aquaguard is very effective and durable product, company has to

concentrate more on export. Export of the product leads to increase the sale
of the company. It will be helpful to get the foreign exchange to support the
economy of the country.

5) Eureka Forbes Ltd., should provide certain flexibility in price because if

there is no flexibility in the price then there may be a chance to loosening the
sale. But, it should be certain extent that the profitability should not affect.
Also some discount scheme, installment facility, free gift scheme are to be
manipulate by company to attract the customer by arranging the price
without loss.

6) At present, Eureka Forbes Aquaguard has only competitor Kenstar Ultra-

care in to the market. All purification process is same in both unit but the
difference in price and model. Kenstar Ultra-care has priced lower tan that of
Aquaguard. Hence, Eureka Forbes has to ose or makes benefits for the brand
name of Aquaguard by effective advertisement.

Kenstar has only dealers selling market but now Eureka Forbes has dealer
and direct sale in the market.
7) During rainy season, the drinking water is so contaminated and impure
that the mud particles ai|fhuddy colour! occur. We can see through our naked
References
 References

1. Websites visited www. eurekaforbes.com

2. Annual Report of Eureka Forbes Dealer

3. Marketing Management Philip Kotler

4. Marketing Management C. N. Sontakke

5. Research Methodology C. R. Kothari

6. Times of India

7. Economic Times

8. Advertising and Marketing Magazines

 Questionnaire (for Consumer)

1) Name :

2) Address :

3) Phone number :

4) Age group you belong to :

i) 15-25 11) 25 -35 iii)35-45 iv) 45-above

5) Do you use any kind of water filter ? Yes/No

6) Factor which inspires you to purchase the water purifier –

a) Health Conscious b) Status symbol

7) Brand of water purifier you like to use?

8) How do you came to know about Aquaguard Water Purrifier ?

a) Neighbors

b) Sales Representatives

c) Advertisement

d) Others

9) Any Suggestions :
 Questionnaire (for Dealer)

1) Name of the Dealer :

2) Location :

3) Different Models of Aquaguard available with the dealer :-

4) Market share of Eureka Forbes Ltd Aquaguard water purifier –

5) Number of units of Aquaguard water purifier sold during the year 2005

6) Do feel any necessity of sales promotion /Advertisement of

Aquaguard ?

7) Are you doing any special efforts for advertisement of Aquaguard :-

Yes /No

8) Idea/Suggestion to improve further the newtrok of Eureka Forbes Ltd

Aquaguard water purifier :