Final Materialization

8/3/2019 Final Materialization

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A Project ReportOn

Study of Sales andDistribution Management of Eureka ForbesLtd in Nagpur with reference to aqua sure.

Submitted to

Rashtrasant Tukdoji Maharaj Nagpur University, Nagpur

For the partial fulfillment of the requirement for the award of degree of

Master of Business Administration (MBA)By

SAURABH R. NEMA

Under the supervision ofPROF. SHIVAJI DHAWAD

2011-12


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Acknowledgement

I have had a golden opportunity of being a part of Eureka Forbes Ltd towards fulfilling the

requirement of summer training.

I am greatly obliged to amishi arora director of datta meghe institute of management Nagpurfor providing me the right kind of opportunity and facility to complete this venture.

My handful thanks to my respected faculty guide prof. sivaji dhawad, without his continuous

help the project would not have been materialized in the present form his valuable suggestion

helped me at every step.

I am also extremely thankful to Mr yaman chowhan (territory executive new channel),

Mr laxmi misra(territory executive existing channel) , ashitosh kahalkar(marketing activity

officer),shrikant jarude (branch manager) Eureka Forbes Ltd to carry out the study for the

organization,I am also thankful to all my friends who helped me during the preparation of this

report;

SAURABH R. NEMA

Date:

Place: Nagpur


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Objectives of Research

The objectives behind my project study of Sales andDistribution strategy of Eureka

Forbes Ltd in Nagpur city with reference with Aqua Sure.

Main objective of study:-

1. To study the sales and distribution channel Strategy of Eureka Forbes Ltd.Sub objectives of study:-.

1. Perception of retailers towards the distribution channel of theEureka Forbes Ltd.2. To know how competitors channel strategy affect market place3. To know relationship management strategies of Eureka Forbes Ltd with the

distributors and retailers

4. To know the Eureka Forbes Ltd planning towards the distribution channel strategy.5. To enhance my knowledge in field of marketing and to understand how theoretical

principles can apply in practical world.


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Hypothesis of Research

1. Sales and distribution strategy of Eureka Forbes Ltd in Nagpur city is strong, andcontributing to increasing sale.

2. Eureka Forbes Ltd is continuously focusing on planning and modification inchannel distribution strategy.

3. Eureka Forbes Ltd has strong relationship with distributors and retailers.4. Eureka Forbes Ltd has strong motivated and trained sales force.5. Eureka Forbes Ltd has core competitive distribution strategy.6. Post sales service of Eureka Forbes Ltd is very strong.

Research methodology

a. Primary data :- Survey done in the market of Nagpur Survey done with 50 dealer/retailer of the existing channel and 13 dealer of new

channel.

Objective type question asked in questionnaire Survey complete through one to one interaction with retailers/dealer Information collected from supervisor through discussion.

b. Expert suggestion and Secondary data:- Detail of industry collected from website. Detailed from company download from Eureka Forbes website. Data collect from regional office of Eureka Forbes from regional level manager

and sales executive.


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Executive Summary

Eureka Forbes Ltd is one of the oldest, largest and most successful vacuum and water Purifier

Company in the world. Eureka Forbes Ltd was founded by Shapoorji Pallonji . Today Eureka

Forbes Ltd and its affiliates operate in more than in over 92 cities in India and employ over

6,000 individualsin the world and generate revenues in excess of 13 Billion. In its pursuit ofnever ending growth and expansion, Eureka Forbes Ltd entered India in 1980s.

Multi product and multi channel corporation. Incepted in 1982, EFL have put 29 years of

consolidated efforts to become the undisputed leaders in domestic and industrial Water

Purification Systems, Vacuum Cleaners, and Air Purifiers & Security Solutions. Being Asias

largest direct sales organization, our force of 7500 direct personnel touches 8 million homes.EFL have one of the largest networks catering to more than 145 cities and 398 towns across

the country. We also have a 15,000 strong dealer sales network and over 58 distributor strong

Industrial Sales Network.

Eureka Forbes Ltd maintained its market dominance for many more years to come.

However, this advantage slipped and Eureka Forbes Ltd had to concede the market leadership

in India.

Distribution channel is having an important role in positioning and to capture market share

because we know that distribution channel is tool by which we can make reach our product to

the final consumers

The project research carrying a proper and planned research involving different types and

methods. The data collected for laid the foundations for the study and gave a platform for the

analysis and findings which lead to the fulfillment of the objectives.

The data collected for research is primary and secondary. Primary data is collected by

observation, interviews and questionnaires. The data collection and analysis paves way for

the recommendation and conclusion of the study that reveals some important findings

regarding the strategy and corporate structure and strategy of Eureka Forbes Ltd India.
http://en.wikipedia.org/wiki/Indiahttp://en.wikipedia.org/wiki/India


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Introduction to topic

1. Distribution of goods and services play and in the sale system2. Distribution system varies form company to company and region to region3. The distribution system give strength to the company by helping to increase the reach

the product to various part of the region, century or even in foreign markets.

4. An effective distribution system helps in marketing available goods in the right timewhen they required and giving the reasonable earning to those who are associate with

the distribution system like whole seller, retailer, departmental stores etc.

5. The object of any distribution strategy should be give value portion to end customersand therefore selection of proper channel is must .for achieve this object company

need to focus on following questions answer..

What channel will achieve this distribution object at the lowest cost toconsumer?

How do we manage our physical network to achieve object at lowest cost? What process and organization structure will help sustain the distribution

networks performance?

Ensure complete interaction across channel structure and supporting process. Result in the lowest cost to serve across product market


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sales

&disrtrvutionmanagement

location

warehous

materialhandling

packing

and

packaging

invetory

control

order

processing

transportat

ion

customerservices

recordmaintance


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Introduction of consumer durable industry

Belfour the liberalization of the Indian economy only few companies like KELVINETOR,

GODREJ, ALLWYN and Voltas were the major player in consumer durable market,

accounting for no less than 90% of the market ,then after the liberalization forgiven playerslike LG,SONY,SAMSUNG,WHIRPOOL,come in to pitcher today this players control the

major share of consumer durable market.

Consumer durable market is expected to grow at 10-15% in 2011-2012; it is growing very

fast because of rise in living standard easy access to consumer finance, and wild range of

choice, as many foreign players are entering in market. The presence of large number of

player in the consumer durable market sometime result is excess supply so sales and

distribution management become very essential part.

Top ten players in consumer durable goods

NOKIA INDIA LG ELECTRONICS INDIA LTD PHILIPS INDIA TITAN INDUSTRIES\ SAMSUNG INDIA ELCTRONICS WHIRIPOOL APPLIANCES SIEMENS SONY INDIA VIDEOCON INDUSTRIES BLUE STAR


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Company profile

Eureka Forbes part of the sapoorji pallonji gropes Forbes based in Mumbai is anIndian consumer company

Eureka Forbes was the first introduce domestic water purifier the aquagard model aswell 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 company pioneered direct selling, the

cross of suitclad Eureka Forbes sales man were a trademark suggest they are now

Asias largest direct selling organization with a 5000 strong direct sales force

touching 1.25 million Indian aquagard has become a synonym for water purifier in

India.

Eureka Forbes started in 1982,which depend on technology provided by Sweden formaking vacuum cleaner and air purifier has grown in to Rs 800 crore company

employing nearly 8000 people , they pointed out the company in the largest direct

selling organization and has considered as ones the amongst the most admired

consumer durable company in the century.

The company also drawn up plan for diversification to manufacture product aimed atsmart home, safe homes.

Eureka Forbes is Rs 13 billion multi product, multi channel corporation is part ofsapoorji pollonji group

Eureka Forbes, started the direct selling concept in India, has a 52% market share inthe 1,500 crore, water purifier segment, with its Aquaguard and AquaSure brands.

Leader in domestic and industrial water purification system, vacuum cleaners, airpurification and security.

Pioneer in direct selling ,alias largest direct sales organization Strong service net worth that back up sales efforts ,support by call center, customer

care representative and mobile service vans and 24 hour helpline for customer(Euero

helpline)

Eureka Forbes is making a foray into the packaged water segment and will roll outthe bottled water product on a pan-India basis by next year, a top company official

said

Eureka Forbes has already set up franchised operations for packaged drinking water inAndhra Pradesh and plans to enter Andhra Pradesh, Maharashtra, Tamil Nadu and

Gujarat in a phased manner in the next four to six months.


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Mission statement of EFL:-

To build sustainable relationship with customer as their friend for life, by satisfying

their evolving health hygiene, safety and lifestyle need.

Vinson statement of EFL:-

A happy, healthy, safe and lasting relationship with customer. Our people whose

entrepreneur sprite 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 and practice that are fair, transparent and

consistently improvement to maximize stake holder satisfaction and achieve market

leadership.

Our customer is the center of our business integrity and highest ethical standard

communication that is open, consistent and two way diversity of people cultures and

ideal innovation and encouragement to challenge the status continues improvement

development and learning in all we do teamwork and meeting our commitments to

one another performance with recognition for results.


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Different companies which manufacture water purifier

Organization structure of EFL

Direct division:-

Direct division of company is the first oldest and strong sales force, EFL which deals in

Aquagard brand of water purifier and vacuum cleaner in direct division. The identity of EFL

is bench marked because of direct division

Consumer division:-

Consumer division deals in aqua sure brand of EFL which deals in business to business

channel of distribution

Industrial division:-

Industrial division of EFL is run in brand name of Forbes Pro It also run business to business,

basically Forbes pro division focus on industries requirement such as big vacuum clener,

water purifiers, security solution etc.

Service division:-

EFL service division run in brand name as Euro smile it deals with business to consumer it

perform as the sales service of EFL product of direct division and consumer division.


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New channel

New channel is basically operated through big malls and big dealer, Company follows cash

and carry strategy in this business channel. Product order takes through online those dealerswho dont want to run business through distributer and have no contact with distributer

period of 6 or more than 6 month can also operate through new channel. Product delivery

from direct deliver from company to dealer warehouse. It include big malls, big dealers and

gas agencies,

New channel in Nagpur city is working with the big retail malls and big organization from

where the company gets a huge business and end user. Malls like big bazaar, reliance digital,

the next, fair deal, and organization such Bharath petroleum gas. (Trough gas agency).

The company has a national level tie up with such retail malls and organization, business of

this channel run on basis of cash and carry.


this channel run on basis of cash and carry,Company make some special contract with the tieup partner of a company for one year and design a special product for this big dealer this

product end user only get from this dealers outlet e.g. Of this is aqua sleek product, elegant

UV which is specially design for big bazaar.

.Product flow in new channel is from company to companys warehouse ,companies

warehouse to private warehouse , dealers private warehouse to dealer show room or outlet

,dealers outlet to end consumer.

EXISTING CHANNEL

In existing channel is operating through distributer and dealer (electronic shop, steel and

crockery shop, hardware).

Dealer get product from distributer which company appoint for territory for vidharbha and

west Maharashtra now manish trading is distributer, who provide product to dealer andretailer.

Businesses through existing channel run on credit basis, Company provides stock to

distributer on basis of credit and distributor also provides credit facility to dealer

Product flow in existing channel is like from company production plant to companies

warehouse ,companies warehouse to distributers private warehouse ,distributers warehouse to

dealers private warehouse, dealers ware house to dealers outlet, dealers outlet to end

consumer..


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Product succession

Product succession is level of product selling through channel it includes primary, secondary

and treachery, primary succession occur when product sale from company to distributor of

direct cash and carry to big malls or big dealers. Secondary product succession occur when

distributor seal to dealer, and treachery occur when dealer sale product to ultimate consumer

or consumer purchase product from mall, or dealer who deals in cash and carry business with

company.

COMPANY TODISTRIBUTER :- PRIMARY

PRODUCT

DISTRIBUTOR TO DEALER:-

SECONDARY PRODUCT

DEALER TO CONSUMER:-

TREACHERY PRODUCT

Product profile succession


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Product profile

Storage product:-

1. AmritThe Amrit Storage Water Purifier is backed by latest technological innovation to

protect your familys health against water borne diseases caused by bacteria, viruses

and cysts. It has been designed keeping in mind the requirements to provide pure andsafe drinking water.


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All FeaturesPCT

100% chemical free

purification. Giving not just

pure but safe drinking water

Natural Shut off

Monitors purification and

gradually shuts off when

the useful life is over to

help your family enjoy

pure and safe drinking

water.

Double Storage

Specially designed float

ensures Double capacity

both in top and bottomcontainers. Capacity of top

container is 9 liters and

bottom container is 11liters

which makes totalstorage of

20 liters

No bacteria. No Virus.

No cyst.

Provides pure and safe

drinking water for theentire familyremovesall disease causing

bacteria, viruses and

cysts.

No Boiling

Ensures complete freedom

from all hassles of boiling.

No Electricity

Ensures complete

convenience as it doesntrequire electricity supply

Xtra

AquaSure Xtra storage water purifier with advanced technology that kills harmful bacteria

and viruses and gives 100% pure and safe water.

-

All Features


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No running water

Total convenience

assured.

No electricity

required

Get pure and safe water

at all times.

No boiling required

Freedom from all

hassles of boiling and

in turn also saves your

cooking gas.

Double Storage

Capacity

Special float ensures

double storage

capacity. Water can be

stored in top andbottom containers

18 Litres

Ensures 18 litres

capacity at all times

No Virus. No

bacteria.

Pure and Safe water for

the family - Kills all

disease-causingbacteria and viruses

UV Product:-

Cristal UV

AquaSure Crystal UV is a multistage electric water purifier with advanced technology that

kills harmful bacteria & viruses, giving your family 100% pure and safe drinking water.


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All Features

Electronic

monitoring system

Protects yourfamily by delivering

pure water always

In-built Voltage

stabiliser

Ensures yourpurifier works even

during voltage

fluctuation

Hi flo

Delivers 2 L in a

minute!

Anti-drip

Avoids wastage of

pure water

Manual flush

facility

Cleans cartridge &

enhances its life

Elite UV:-

AquaSure Elite UV is an Electric water purifier with advanced technology which kills

harmful bacteria and viruses, giving your family pure water and has LCD Display that gives

your kitchen an elegant look.


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All FeaturesLCD Display

Convenient User

Interface

Quartz UV

Filtration

Water passes

through a highGrade glass

without contacting

any metal part

giving you purest

form of water.

EMS(Electronic

monitoring System)

Protects your family

by delivering puredrinking water.

Sure Safety Lock

Stops purification

after 3300 litres.

This ensure thatyour family gets

Pure water and its

time to change

cartridge.

Sure Safety Alert

Gives alert after 3000

litres of purified

water. This indicates

that you need tochange the cartridge.

Smart UVAquaSure Smart UV is an Electric water purifier with Quatrz UV Filtration that kills harmfull

bacteria and Viruses, giving your family 100% Pure and safe drinking Water.


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All Features

Quartz UV Filtration

Water passes through a

high Grade glasswithout contacting any

metal part.

In built Voltage

Stabilizer

Ensures your purifierworks even during

voltage fluctuation.

UV Lamp Sensing

Mechanism

It senses the current

of UV lamp and

monitors the

purification process

and always dispenses

safe water.

Long Life Of

Cartridge

Purifies 5000 ltrs of

Water.

Error Indication

Alerts you if any error

occurs in the purifier

Slim Design to fit

even in Small

Kitchens

Aqua flow Dx UV

Aquasure AquaFlow Dx is a UV multistage electric water purifier with advanced technology

that kills harmful bacteria & viruses to give your family 100% pure and safe drinking water.

All Features


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In-built Voltage

stabiliser

Ensures your purifier

works even during

voltage fluctuations.

Dual cartridge life

Compact yet powerful

cartridge.

Hi flo

Delivers 2 L water in a

minute!

Error Indication

If an error occurs, the

machine indicates with

an alert signal.

RO Product:-

Spring fresh DX RO

Spring fresh DX RO has an elegant design with 5 Stage RO Purification and a storagecapacity of 8 lts.

All features


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TDS Support500 -2000(mg/l)

5 Stage RO PurificationUnique, advanced purification process removes the unwanted salts and impurities and

allows only sweet, pure drinking water .

Elegant designBlends perfectly with modern urban kitchen.

Storage Capacity 8 LYour purifier offers storage capacity of 8 L of purified drinking water.

Micro switch float to avoid over flowThe Micro switch float avoids water from overflowing and maximizes storage capacity.

Manual flush facilityCleans the cartridge and enhances its life, so your family can enjoy pure drinking water for

longer.

Auto Shut OffYour water purifier saves energy for you and will shut itself off if not used for over 10

minutes.

Glass holding facility

You can place glass in this glass holder and fill water as per your convenience.

TDS Reduction 90%

Elegant ROAqua Sure Elegant RO is an electric water purifier with advanced technology that kills

harmful bacteria & viruses to give your family 100% pure and safe drinking water.

All Features

Available in Low TDS

200 -500(mg/l)


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5 Stage RO PurificationUnique, advanced purification process removes the unwanted salts and impurities and

allows only sweet, pure drinking water.

Storage Capacity 6 LYour purifier offers storage capacity of 6 L of purified drinking water.

Micro switch float to avoid over flowThe Micro switch float avoids water from overflowing and maximizes storage capacity.

Manual flush facilityCleans the cartridge and enhances its life, so your family can enjoy pure drinking water for

longer.

Auto Shut Off

Your water purifier saves energy for you and will shut itself off if not used for over 10minutes.

Glass holding facilityYou can place your glass in this glass holder and fill water as per your convenience.

TDS Reduction 90%

TDS Support

500 -2000(mg/l)

Nano RO:-Aqua Sure Nano RO has a 5 Stage RO Purification process which removes the unwanted

salts and impurities and gives only sweet, pure drinking water for your familys good health.

All Features


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5 Stage RO

Purification

Multi stage enhanced

RO purification systemwhich gives you

natural sweet taste

Manual flush facility

Cleans cartridge and

enhances its life.

Energy Saver Mode

Energy saver mode is

activated if machine is

not operated for 10

minutes.

In-built voltage

stabilizer


works even during

voltage fluctuation

RO+UV product:-

Elegant RO+UVAqua Sure RO+UV is an Electric water purifier with 6 stage enhanced RO+UV purification

which gives you natural sweet taste.


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In built Voltage

Stabilizer


works even during

voltage fluctuation.

Auto flush facility

Cleans cartridgeautomatically and

enhances its life

6 Stage RO+UV

Multi Stage

enhanced RO+UV

purification system

which gives you

natural taste.

Storage Capacity

8 Ltrs Storage

Capacity

Quartz UV Filtration

Water passes

through a high

Grade glass without

contacting any

metal part giving

purest form of

water.

Has a Membrane

Life enhancer

12 months

Membrane warranty

One Free Stand

Data analyses and interpretationI analysis both channel separately because both channel of company work separately but

some question which is common for company I analyzed combine

Existing channel

Do you keep EFL product in your shop?

72%

28%

availebilty of product in market

yes no


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72% market in case of existing market aqua sure product are available that means EFL havegood market reached capacity in dealer/retail base distribution channel. Remaining 25%

shops are newly operate and fresh counters due to the lack of visiting of sales person and

there may be other reason for it such as margin of product or the dealer have already

purchased ample of other brand stock and now have no willing to keep EFL product.

availability No of respondent(50) No of respondent in %

yes 36 72%

no 14 28%

Which aqua sure product do you keep?

In 91.33%% market counter I found EFL product. In that maximum SKU (stock keepingunit) is of storage product (Extra, Amrit) of EFL that is 88% counter keep toughs product,

91.33%

58.33%

36.33%28%

availability of product line of aqua sure

product in store

storage UV RO ALL OF THEM


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simultaneously UV products have 2nd

maximum no in SKU that is 55% counter have

availability of thoughts products and then 33% counter have RO and 28% counter put all the

product range of EFL water purifier and such dealer included in category of Key dealer. .

No of dealer: 36

Availability of product of line No of Respondent No of respondent in%

Storage 33 91.33%

UV 21 58.33%

RO 13 36.33%

ALL 10 28%

Which are other water purifier do you sale in your shop?


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According to my market survey and its analysis I got result which I have drown with the help

of bar char ,that shows the percentage of market availability of ELF and other brand,

I found that HUL (pure it) have highest market coverage that is 84% and afterwards EFL(Aqua sure) have 2

ndrank that is 72% market captured by aqua sure, other brand have market

reached such as Kent have 48% availability, TATA (swachh) have 50%, Philips have 12%,

whirpool have 6% and other brand such as zero-b, aqua flow have 6% market availability.

But when I observed during survey that other brand have market availability only in storage

product category ,then I can say htat market share of EFL is higest than other brand.

SAMPAL SIZE:- 50Brand availability No of respondent Respondent in percentage

Any other 3 6%

Whirpool 3 6%

Philips 6 12%

Tata(swachh) 25 50%

EFL(aqua sure) 36 72%

HUL(pur it) 42 84%

KENT 24 48%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

product availability in market

product availability in market

any other 6%

whirpool 6%

philips 12%

TATA(swachh) 50%

EFL(AQUA SURE) 72%

HUL(pure it) 84%

KENT 48%

comparison of product availability of Aqua

sure and other brand


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Do you get ELF product at time?

This question I asked with purpose to know the distribution channel in existing channel, from

analysis of this data I got result almost all dealers/retailers that is 97% are satisfied with

timely availability of aqua sure product. It is good in point of view to company.

No of dealer/retailer:-36

Timely availability No of respondent No of respondent in percentage

yes 33 91%

no 3 9%

91%

9%

yes no


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Are you satisfied with demonstration from companys sales person?

When fresh companies sales person approach to new counter to put companies product in

dealers/retailers counter or when company launch new product or new techniques companies

sales person need to give demonstration and product knowledge about product so that

dealer/retailer facilitate to consumer to purchase EFL product, when I analyses data related to

demonstration from company the result have come out that 69% of dealer are satisfied this is

not excellent in point of view to company this percentage should increase.

No of dealer;_36Satisfaction level No of dealer No dealers in%

yes 25 69%

no 11 31%

yes, 69%

no, 31%


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Do you get ISP facility from company? (Only for key dealers)

This question specially asked to key dealer company categorized dealer in different group

such as key dealer, operating dealer, active dealer, inactive dealer, after analysis this data I

found 50% key dealer are getting ISP(in shop promoter) facility, key dealer are dealer those

put companies all product range and should have customer walking. In seasonable period

company should try to increase this ratio that menses each key dealer should get ISP facility

so that sales of company get help to increase.

No of item:-10ISP facility No respondent No of respondent in %

yes 5 50%

no 5 50%

yes

50%

no

50%

ISP facility


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Frequency of companies sales person visit in your shop?

To maintain the relationship with the dealer/retailer in market it is very necessary to visit

their counter as possible as maximum time and collect his requirement and to know quires

about product, it is also important to sustains in market and maintain or increase sales

volume,

By analysis data on visiting frequency of companies sales person I got result that 48%

counter commit that they got weekly visit from companies sales person, 38% committed that

they got monthly visit by companies and 14% said that they never got visit from companiessales person, such counter may fresh counter or they got visit from distributers person, so

companies regional sales person should clause eye on opening of fresh counter in market to

approach them to put EFL product it help to increase market availability of product and

increase sales volume.

No of item:-50Frequency of visit No of respondent No of respondent in %

Weekly 24 48%

monthly 19 38%

weekly

48%

monthly

38%

never

14%

frequency of sales person visit


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never 7 14%

Do you get POP material on regular basis?

POP material include lift lets ,welcome ad board, advertising board etc. it is very impotent in

point of view to attract customer and to provide product related information to customer.

Because many times it happened that customer confuse about his buying design and require

some time to come up with design .or need to consult with someone about it so customer mayrequire some information material with him or he may immediately remember all the things

related to product

When I analysis data related to availability of POP material I got result that merely 61%

retailer/dealer get POP material at regular basis. So this percentage should increase at least in

seasonable period.

No of dealer:-36Availability of POP

material

No of respondent Respondent in percentage

yes 22 61.111%

yes

61%

no

39%

POP material facility


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no 14 38.888%

New channel

Which aqua sure product do you keep in your shop?

In case of new channel all storage has highest SKU that is 100% counter keep storage, then

simultaneously UV on 2nd

position that 77% counter ,and then after RO with 69% counter

include big malls and big dealers.

No of respondent: - 13Product availability No of counter

respondent

Availability of product in percentage

Storage 13 100%

UV 10 77%

100%

77%69%

product availability in store

Storage UV RO


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RO 9 69%

Which other water purifier do you keep in your shop?

In channel EFL has in highest percentage that 100% because EFL not only operate though

malls and big dealers but also though gas agencies. And there after EFLs big competitor kent

in RO and UV modals and HUL only in storage.EFL product have 100% market availability

in case of new channel because EFL not only sale its product through big mall and big

dealers but also through gas agency.

No of item:-13

53.85%61.54%

38.46%

23.08%30.77%

15.38%

100%

0.00%

20.00%

40.00%

60.00%

80.00%

100.00%

120.00%

availability of other brand


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Availability brand No of respondent Respondent in percentage

KENT 7 53.846%

HUL(pure it) 8 61.538%

TATA(swachh) 5 38.461%

Philips 3 23.076%

Whirpool 4 30.769%

Any other 2 15.384%

Aqua sure 13 100%

Do you get ELF product at time?

When I analysis data in new channel related to timely availability I got suppressing result that

77% counter commit that they get EFL product at time, so it is very strong point towards

company.10% counter replied no it is because sometime problem Acura because of logiest

problem,

yes

77%

no

23%

time availability


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No of respondent:-13Timely availability of product No of respondent Respondent in percentage

Yes 3 23.076%

no 10 76.923%

Frequency of company sales person visit in your shop?

To maintain the relationship with the dealer and different organization operating in new

channel it is very necessary to visit their counter as possible as maximum time and collect

requirement and to know quires about product from organization, it is also important to

sustains in new age of retailing ,

85%

15%

0%

frequency of companies person visit shop

weekly monthly never


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By analysis data on visiting frequency of companies sales person I got result that 85%

counter commit that they got weekly visit from companies sales person, 15% committed that

they got monthly .

No of dealer, mall and organization:-13Frequency of sales man

visit


Monthly 2 15.384%

Weekly 11 84.615%

Never 0 0%

;-

Are you satisfied with companys demonstration?

yes

77%

no

23%

satisfaction level from companies

demonstretion


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when company launch new product or new techniques companies sales person need to give

demonstration and product knowledge about product so that dealer for facilitate to consumer

to purchase EFL product, when I analyses data related to demonstration from company the

result have come out that 77% of dealer are satisfied this is not excellent in point of view to

company this percentage should increase.

No of item:-13Satisfaction of

demonstration


Yes 10 76.923

No 3 23.076

Which kind of support are you looking for from company?

tie up schem

15%

advertisement

support

62%

ISP support

23%

support looking from company


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In new channel sales are generate in large volume therefore company need to special

concentrate on though to induce them to increase sale so company also need to fulfill their

requirement . my intent to ask this question to dealer in new channel to know their

requirement so that it will help company to focus on it.

So after amylases I found that large no of dealer that is 62%want advertising support.

No of items:-13Support from company No of respondent Respondent in percentage

ISP 3 23.076%

tie ups 2 15.384%

advertising 8 61.538%

Do you get ISP facility from company? (Not for gas agency)

yes

69%

no

31%

ISP facility


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It is very important in case of new channel to provide ISP because new channel basically

deals with the big organization and big dealers so to facilities them to increase sale of the

company should provide his I exclude gas agencies for response of this question because

usually they keep only storage product of EFL

After amylase I found that 69% counter get ISP facility so this should increase.

No of item:-ISP facility No of respondent Respondent in percentage

Yes 69.230%

No 30.769%

Do you get POP material regularly?

yes

77%

no

23%

POP material


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POP material include lift lets ,welcome ad board, advertising board etc. it is very impotent in

point of view to attract customer and to provide product related information to customer.

Because many times it happened that customer confuse about his buying design and require

some time to come up with design .or need to consult with someone about it so customer may

require some information material with him or he may immediately remember all the thingsrelated to product

When I analysis data related to availability of POP material I got result that merely 77%

retailer/dealer get POP material at regular basis. So this percentage should increase at least in

seasonable period.

Existing channel as well as new channel

How do you rate EFLs after sales service?

After sales service is most important backbone to maintain relation to with retailers/dealer

and any other organization because customers first compliant about product at

dealers/retailers shop, after analysis of data related to after sales service I found that I have

represented with the help of above graph that show that 49% EFL after sale Service is

satisfactory and 33% dealerrate EFL service as poor and merely 17% dealer rate EFL service

as good and astonished no one dealer/retailer/organization rate EFL service as excellent.

0%

17%

50

33%

rate on after sales service

poor satisfactory good excellent


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No of dealer/retailer/mall and organization:-63

Level of satisfaction No of respondent % of dealer

excellent 0 0%

good 11 17%

satisfactory 31 49%

poor 21 33%

Secondary data

About new channel:-

secondary data of new channel I have collect from companies sales department office from

tertiary head of new channel Mr. yaman chawhan .i ask him about the sales growth in his

channel so he give me the percentage growth of the channels sale , because it is internal

matter of the company so they cannot discloses the exact figure .

The growth of sales of the Eureka Forbes company due to new channel is 24% more than the

previous year.

New channel is working with the big retail malls and big organization from where the

company gets a huge business and end user. Malls like big bazaar, reliance digital, the next,fair deal, and organization such Bharath petroleum gas. (True gas agency).


this channel run on basis of cash and carry.

According to the territory head of Eureka Forbes Mr yaman chawhan the channel growth in

each tie up is as follow.

1. The sales growth in malls like big bazaar and reliance digital, the next is 50% thanlast year in Nagpur city.,

2. And the sales growth of company with tie up with bharath petroleum gas is 70% thanthe last 2 previous years.

Sales generate through new channel in two years


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Growth rate of new channel in malls in two years

Growth in new channel through gas agency

0%

5%

10%

15%

20%

25%

30%

sales through NC

privious year

current yearx

X*24%

current year

privious year

0%

10%

20%

30%

40%

50%

Category 1

current year

privious year

x*50%

X


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After analysis of secondary data of new channel I get all figure in positive e that means EFL

channel strategy is performing good and will be each and every dealer category weather it is

mall or gas agency in increasing rate.

Limitations

1. There also be the limitation as the sample size; on the basis of few retail malls andsmall retail shops I cannot get the truthful result about the distribution channel of any

organization that major limitation of my dissertation.

2. It may happen that what question I ask from the retailers/distributors, they may notgive tact full answer.

3. Retailers and distributors had less time to give answer of my questionnaire and maybe that answer is not fact full.

4. The area of concern was limited due to that research may not give fact full result.5. The area of survey was concentrated on urban are6. a of Nagpur city only.7. The psychological condition varies from place to place because in many places outlet

owner was not supportive.

0%

10%

20%

30%

40%

50%

60%

70%

gas agency

privious year

current yearx

x*70%


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8. There was no way to check the authenticity of the information given by therespondents and thus had to be accepted as genuine.

9. Topic is vast but availability of information and timeline is short.

Questionnaire for Dealer/retailer {Existing channel}This is a survey we are conducting as a part of the course requirements. We are interested in

your views on Distribution management of Eureka Forbes Ltd in Nagpur City of water

(Aqua sure) purifier product ". There is a list of questions that follow with instructions.

Kindly read instructions carefully and fill the questionnaire. We appreciate your precious

time.

Name of dealers/retailer: - --------------------------------------------------------------------------------

-------------------------------------------------------------------------------------

Address: - ---------------------------------------------------------------------------------------------------Contact number: -Mo: - -------------------------------------Land Line----------------------------------

-

1. Have you sold Eureka Forbes Ltd (Aqua sure) water purifier product ever?Yes No

2. Which AQUA SURE water purifier do you keep in your outlet?o Storageo UVo ROo

All of them.


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3. Which are the other water purifiers you are aware of and sale in your shop?o Kento Hulo Tata(swachh)o Philipso Whirpoolo Any other ---------------------

4. Do you get all product of EFL at time?Yes No

5. Are you satisfied with the demonstration from Company?Yes No

6. How do you rate our after sales service, compared to other brands?o Excellento Goodo Satisfactoryo Poor

7. Do you know distributer category of company (key-dealer, operating dealer, active dealer,inactive dealer)

Yes No

8. Do you get ISP facility from company? (For key dealer only)Yes No

9. Do you know how machine work (steps of purification) purifies water?(for ISP)Yes No

10. Companys Sales person visit in your shop?o Weeklyo Monthlyo Never

11.. Do you get POP material regular basis?Yes No

12.Please give your suggestion.-----------------------------------------------------------------------------

----------------------------------------------------------------------------


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Questionnaire for Dealer {new channel}This is a survey we are conducting as a part of the course requirements. We are interested inyour views on Distribution management of Eureka Forbes Ltd in Nagpur City of water

(Aqua sure) purifier product ". There is a list of questions that follow with instructions.

Kindly read instructions carefully and fill the questionnaire. We appreciate your precious

time.

Name of dealers/ Shopping Mall/Organization------------------------------------------------------------------------------------------------------------------------------------

Address-----------------------------------------------------------------------------------------------------

Contact number: -Mo: - -------------------------------------Land Line----------------------------------

-

1. Which AQUA SURE water purifier do you keep in your outlet?o Storageo UVo ROo All of them.

2. Which are the other water purifiers you are aware of and sale in your shop?o Kento Hulo Tata(swacha)o Philipeso Whirlpoolo Any other ----------------------

3.

Do you get all product of EFL at time?

Yes No

4. . Frequency of companys Sales person visit in your shop?o Weeklyo Monthlyo Never

5. . How do you rate after sales service, of EFL?o Excellento Goodo Satisfactory


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o Poor

6. Are you satisfied with the demonstration from Company?Yes No

7. From following which support do you get from company?o POP materialo Advertisement supporto ISP support

8. What kind of support are you looking from company?o Tie up schemao Advertisement supporto Any other ------------------------

9. Do you get ISP facility from company?Yes No

10.. Do you get POP material regularly?Yes No

11.Please give your suggestion.-----------------------------------------------------------------------------

----------------------------------------------------------------------------

BibliographyBooks:-

Sir.

No

Books name Author

1 Sales and distribution management Dr. S .L .GUPTA

2 Sales and distribution management Dr.Matin Khan

Magazines

Sir.

No

Name of magazine From

1 Euro Champ (Rise and Rule) Eureka Forbes


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Newspaper

Websites

http://stocksguidance.blogspot.com/2010/05/top-10-players-in-consumer-durables.html
http://stocksguidance.blogspot.com/2010/05/top-10-players-in-consumer-durables.htmlhttp://stocksguidance.blogspot.com/2010/05/top-10-players-in-consumer-durables.htmlhttp://stocksguidance.blogspot.com/2010/05/top-10-players-in-consumer-durables.html

Documents

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