sales and distribution channel management of eureka forbrs

8/3/2019 sales and distribution channel management of eureka forbrs

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A Project Report

OnStudy of Sales and Distribution Managementof Eureka Forbes Ltd in Nagpur with reference

to aqua sure.

BY :- SAURABH NEMA (DMIMS)


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TABLE OF CONTENTS

Company profile

Mission and vision

Water purifier industries in india


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OBJECTIVES OF RESEARCH

The objectives behind my project study of Sales andDistribution strategy ofEureka Forbes Ltd in Nagpur city with reference with Aqua Sure.

Main objective of study:-

To study the sales and distribution channel Strategy of Eureka Forbes Ltd.

Sub objectives of study:-.

Perception of retailers towards the distribution channel of the Eureka Forbes Ltd.

To know how competitors channel strategy affect market place.

To know relationship management strategies of Eureka Forbes Ltd with thedistributors and retailers

To know the Eureka Forbes Ltd planning towards the distribution channel strategy.

To enhance my knowledge in field of marketing and to understand how theoreticalprinciples can apply in practical world.


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Company profile

Eureka Forbes part of the sapoorji pallonji gropes Forbes based inMumbai is an Indian consumer company

Eureka Forbes was the first introduce domestic water purifier theaquagard model as well as vacuum cleaner to India in 1980s

The company operates in over 92 cities in India and employee over

7000 individuals To introduce previously unknown products to a society in which

nationwide commercial campaigns were impossible to companypioneered direct selling, the cross of suitclad Eureka Forbes salesman were a trademark suggest they are now Asias largest directselling organization with a 5000 strong direct sales force touching1.25 million Indian aquagard has become a synonym for waterpurifier in India.


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Mission and vision

1) Mission statement of EFL:-

To build sustainable relationship with customer as their friend for life, by satisfying theirevolving health hygiene, safety and lifestyle need.

2) Vision statement of EFL:-

A happy, healthy, safe and lasting relationship with customer. Our people whose entrepreneursprite and ambition is fuelled by culture of pried learning, earning and our product and service that

reflect innovation, become quality benchmark an d provide real value for money our policies andpractice that are fair, transparent and consistently improvement to maximize stake holdersatisfaction and achieve market leadership.

Our customer is the center of our business integrity and highest ethical standard communicationthat is open, consistent and two way diversity of people cultures and ideal innovation andencouragement to challenge the status continues improvement development and learning in all wedo teamwork and meeting our commitments to one another performance with recognition forresults, We are guided by a Vision which states: Unpolluted water and air is our childrensbirthright.


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Water purifier companies in market

Tata(swachh)

Kent

Eureka Forbes

HUL(purit)

Philips

WhirlpoolAqua teach

ZeroB

Kenstar waterpurifier

Koryo

Aqua fresh


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Product profiles

Aquasure

STORAGE

UV

RO

UV+RO


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Storage product


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UV product


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RO product


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Channel of EFL

DIRECT

EXISTING

NEW


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DIRECT CHANNEL

auqua mallcompanieswarehouse

regionaloffice,warehouse

consumer


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NEW CHANNEL

1 FACTORY (AQUA MALL)

2 COMPANY WARE HOUSE AT BHIWANDI (MAHARASTRA)

3

PRIVATE GODOWN OF DEALER (big bazar,reliance digital,the nextshoppy ,and more big dealer etc.)

4

RETAIL OUTLET IN NAGPUR CITY

5 END USER


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EXSITING CHANNEL

1 FACTORY (AQUA MALL)

2 COMPANY WAREHOUSE AT BHIWANDI (MAHARASTRA)

3 MANISH TREDERS (COMPANY DISTRIBUTER) IN NAGPUR CITY

4

DEALER

5 END USER


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FINDINGS

Product availability in market of aqua sure in existing channel is 72% it satisfactory in point of viewto company

In Fresh counter aqua sure product is not available.

EFL storage product extra and amrit have more demand in market; the availability of storageproduct is 91% that is good.

As compare to anther brand aqua sure is in 2nd position and 1st position have achieved by HUL pure

it. But in each store I observed that pure it having only storage product if we compare it to aquasure then we find that aqua sure having more product line in market.

Timely delivery of EFL product is good that is 91% of dealers are satisfied by timely availability ofproduct.

Companies demonstration is not much impressing that is only 69% dealer are satisfied withdemonstration.

Company provide ISP facility to key dealer, key dealer is a category of dealer who keep all EFLproduct in his counter. So by analysis data I found that only 50% key dealer is getting ISP facility.

Sales person visiting at dealer counter is not much impressing that is 48% counter get weekly 38%monthly and 14% never.

POP material is also not available at up to the mark in market that only 61% counter has got POPmaterial.


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Suggestions

In every company who dealing with durable product after sales service is must to maintain product image ofcompany and retain customer for repurchase and it also help in mouth to mouth promotion. Service should hardand fast especially in rainy season service requirement get increase so company should appoint additional specialtechnician team for service that should reflect become quality benchmark and provide real value for money.

Some EFL product in RO category which having 6 to 8 litter water storage capacity such as SPRINGFRESH DX ROdoes not having facility of wall mounting according to my market observation and feed back of many dealers andISP other companies RO product having same water storage capacity have wall mounting facility and customer ismore demanding of such facility so my suggestion to company is to efforts towards R&D to make lighter of thisproduct or innovate new technique for mounting such product on wall so there is need to modification of SPRING

FRESH DX RO. it will help to increase market capture and increase in market because company have good repo inmarket than other brand.

About service in Nagpur city I get many negative feedback many dealer is not ready to maintain stock in his shopbecause of lack of after sale servicer of company. According to my observation during project other company inwater purifier is giving hard and fast service so there is immediate need to take action on it and company shouldincrease service person.

In areas like beltodi , manish nagar and such areas where some shortage of NMC water but people get NMC water3 day in weekly in such areas people use both borwell as well as NMC water in such areas people use both waterfor drinking so demand in such area is much for RO+UV product and during my serve I observed that there is a nostock of RO+UV product in such areas dealer counter.

Todays market much influencing by media, advertisement using celebrity inducement and other challenges inadvertisement influence purchasing decision of customer, EFL companies advertisement flouting rate is less ascompare to other companies brand , so company should focus on advertisement efforts to sustain in competitivemarket.


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conclusion

As a part of MBA curriculum I got tremendous experience from this SIP, but this dissertationincrease my knowledge not only about sales marketing as well as the whole concept of Marketing.Before starting this project I also didn't know that complexity with the sales channels but after thatI observe that it is very important thing for marketer, product and customer also. The divisioncurrently offers industrial vacuum cleaners, floor cleaners and high pressure water cleaners tocustomers in India

This project focuses on sales and distribution management of and success strategy of Eureka Forbesand its fundamentals. I have tried to cover all related issues with the consumer division

(retailer/dealer) sales and distribution. In this project it is very easy to find different Strategy fordifferent products and success strategy of Eureka Forbes through sales and distribution channel inconsumer division.

Eureka Forbes is one of the oldest companies in water purifier segment, and have world numberone sales force, hence I choose this topic specially to study the sales and distribution strategy of EFLand how it manage. I got an invaluable practical knowledge about sales and distributionmanagement during this project, I was in consumer division of EFL (aqua sure) which deals in retailmarket. I studied in both the distribution channels of aqua sure they are existing channel and newchannel, aqua sure have good quality of product than other brand, with help of properimplementation of sales and distribution channel aqua sure would become no 1st brand in Indianwater purifier market.

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sales and distribution channel management of eureka forbrs