Eureka Forbes Complete Report

TABLE OF CONTENTS
TOPIC CHAPTERS
TOPIC DISCUSSED
PAGE NO.
I.
INTRODUCTION TO THE
TOPIC
II.
RESEARCH AND
DEVELOPMENT
13
PROCESS IN
DEVELOPMENT
20
DATA ANALYSIS AND

INTERPRETATION
62
FINDINGS, SUGGESTIONS
AND LIMITATION
67
CONCLUSION
69
III.
IV.
V.
VI.
VII.
BIBLIOGRAPHY
71
Introduction to Eureka Forbes

Limited
HISTORY BEHIND EUREKA FORBES
Eureka Forbes Limited (EFL) is the leader in domestic and industrial water
purification multi-product, multi-channel corporation-part of the Shapoorji
Pallonji Group. About 7,000 employees are working in the company. EFL is the
Leader in domestic and industrial Water Purification Systems, Vacuum Cleaners,
and Air Purifiers & Security Solutions.EFL is a pioneer is direct selling. Asia's
largest direct selling organization. About 6,000 strong Direct Sales Force
touches 1.50 million Indian homes, adding 1,500 customers daily. Customer
family now numbers over 6 million enduring relationships as friends for life.
The Operations of this company is going on 125 cities &400 towns across India.
EFL also expanded channels that reach out to customers to include. This
company has Over 5,000 strong Dealer Sales Network in India .and also have 58 distributors
for strong Institutional Sales Network. This company has Security Systems Division that is one
of India's largest system integrators. EFL have a strong service network that backs up sales
efforts. About 4500 company trained technicians who make 20,000 kitchen visits
daily. That is supported by Call Centers, Customer Care Representatives &
Mobile Service Vans.
EXECUTIVE SUMMARY
Water purification appliances-maker Eureka Forbes is making a foray into the packaged water
segment and will roll out the bottled water product on a pan-India basis by next year, a top
company official said
We are foraying into the extremely competitive packaged drinking water market through the
'franchise' route. In our business model, each franchisee will invest Rs 1.5-2 crore in a state-ofthe-art purification and bottling set-up," Eureka Forbes CEO - Direct Sales and Senior Vice
President Marketing, Marzin Shroff, told PTI.
The company will sell the product under the brand name 'AquaSure', in 20-litre and one-litre
bottles, but has not divulged the prices.
Eureka Forbes, which started the direct selling concept in India, has a 52% market share in the
1,500 crore water purifier segment, with its Aquaguard and AquaSure brands.
When asked why it is entering the highly competitive market, where there are many players
including multinationals, Shroff said, "Our core expertise of direct selling is our differentiator.
We believe, this shall help us establish in the 20 litres 'bubble' segment that currently is
dominated by local players. The existing customer base of over 10 million users of Aquaguard
and AquaSure are a captive audience for bottled water launch."
At present, the bottled water segment is estimated to be worth Rs 3,000 crore, growing at an
annual rate of 25%, and is dominated by Parle group's Bisleri, Manickchand group's Oxyrich,
Tata Group's Himalayan, UB Group's Kingfisher, Pepsico's Aquafina and Coca-Cola's Kinley.
Eureka Forbes has already set up franchised operations for packaged drinking water in Andhra
Pradesh and plans to enter Andhra Pradesh, Maharashtra, Tamil Nadu and Gujarat in a phased
manner in the next four to six months.
"Our focus will be South India, Maharashtra and Gujarat... Markets that constitute almost 6570% of the bottled water market, to begin with," he said.
The company is eyeing 14% growth in revenue in the current fiscal from Rs 1,450 crore last
year on the back of its planned expansion in the air purification segment.
"The air purifier market is a nascent market. It is a category of the future and we intend to build
in a big way. It is a category with tremendous potential. Right now, its contribution to the
company's revenue may look minuscule, but we hope to treble the turnover every year. This is
the future category for us so we will not keep any stone unturned to make it big," Shroff said.
"Last year, we did a turnover of Rs 3 crore and this year, we should be between Rs 10 crore for
the segment," he said, adding that the company expected the segment to register a five-fold
turnover going forward.
The air purifier market is estimated to be around worth Rs 4 crore and the firm currently enjoys
a market share of 70-80% and plans to sell 15,000 units, compared to 5,000 units sold last year.
Shroff further said the company is trying to expand its global footprint to 14 new countries and
will be helped by Swiss firm Lux International AG, in which it acquired a 25% minority stake
last year.
Mission & Vision

VISION
The happier, healthier and safer house and work place.

MISSION
Building a long-term Relationship with customers
and ensure zero defection, endeavor to meet customer
expectations, constantly upgrading the service
delivery to bring high satisfaction level among
customers . . . Leading to Customer Delight
Objective & Scope of the Study

Project is about Launching of 20 litre jar in the market. Eureka Forbes who is a co-owner of
Aquasure from Aquaguard 20 litre jar dreams was to entire into Indian market around all small
and big city, town etc directly into your home, retail and corporate office. I worked for the,
project which was launch first time in Indian market. It is well known fact that 8 out of 10
diseases are water-borne. Drinking even one drop of impure water can cause dangerous and
even fatal diseases. The eureka forbes trademark owner company Aquasure from Aquaguard
which was great to compet with other players in the market Bisleri, Aquafina, hello, O2 rise,
white lily, kidney etc.
Induction about the product is important to achieve the objective of any company. Eureka
Forbes from Aquasure has provided that thing at the first day of the summer internship which
given me the central idea about the product. This is far more important to sale the product.
Objective of me was to do maximum activation and sales. The target was to visit 40 outlets per
day. Out of which 20 retailer and 20 corporate. MY target was 1 activation and 1 sale to close
for the day. During the process of working with Eureka Forbes the knowledge and confidence
dealing with the people whether it is higher level, lower level or middle level income group has
been increase. Objective of the product was to reach at every corner of the state, city & town
and also to achieve maximum sale. Objective of Eureka Forbes is specific, achievable, and
measureable and Time bound in nature.
Objective of me was to do maximum 40 outlets both retailer as well as corporate per day and
also follow up of at least 10 interesting person and 1 activation each day. I also understand how
to analysis the people around us. After 1 month my judgement power has been increased
within a second I can judge that this person will take the product or not. Eureka forbs brand
was good to make the analysis in the market. In market the people was watching the key area
such as quality and brand of the product. Eureka Forbes company which was doing purifier
machine was now enter in packaged drinking water was given more attention by the existing
user of Aquaguard.
Research and Development:Keeping in line with the vision of the company to provide cutting-edge technologies in water
purification and treatment, Eureka Forbes has a well-established R&D division that engages
itself in the development of game-changing technologies in the field of water treatment. The
headquarters of the R&D Center is located at Bangalore.
Infrastructure at Bangalore comprises a prototyping shop, water laboratory, CAD software and
simulation - software apart from hardware. The R&D Center at Bangalore has a well-equipped,
NABL accredited water laboratory in the country.
The Eureka Forbes Aqua diagnostics Water Research & Technology Center is the first in India
and South-East Asia, and only the eighth in the world to be recognized by the Water Quality
Association (WQA), USA. Started with an objective to support the water business in terms of
water quality testing, product training, resolving customer complaints, new product
development support and awareness programmes on water pollution, there are currently 16
laboratories across various major cities of India named Aqua check. Aqua diagnostics is also a
resource data link for water quality and water technology; in fact, all issues related to water.
Manufacturing Facilities:Forbes Pro manufacturing facilities are truly end-to-end: Fabrication, assembly and testing
facilities are available. State-of-the-art equipment ensures that the highest quality of standards
is set and maintained. Skilled manpower deployed in factory and field empowers sustained
performance and qualified services. While a separate product & application development
division enables optimization of membrane and system designs.
Some Forbes Pro manufacturing subsidiaries:
Radiant Energy Systems Pvt. Ltd., which boasts several years of experience in sewage
treatment Water Wings Equipment Pvt. Ltd., specialists in integrated water treatment
solutionsAquamall Solutions, specialists in water purification products Aqua mall Limited
Aquasure from Aquaguard plant has been located in Maharashtra: Nasik
Goa
Panvel
New product development or launch

Introduction
The term product is used frequently in marketing. Consumers purchase different products
which are useful and agreeable to them. A product can be defined as bundle of attributes that
satisfies a consumer demand.
A product has utility. In addition , it has various features such as physical attributes, brand,
design, color, shape, size and so on. Many things have to be considered before development or
launch of a new product.
A perfect product personality includes following components:
Basic constituent. {Physical aspect of the product.}
The associated feature. {Features, merits, uses etc.}
The brand name given to the product.
The package used for the product.

The label attached to the product.
Meaning of New product launch

New product launch means introducing a new product into the market.
In other words it is adding a new product in the existing product line of the company.
New product launch is an important aspect of product policy and product management. For
expansion of business time to time launch of new product is very necessary.
Stages in New Product launch

Generating new product ideas of product with promising marketing
prospects.
Idea Screening.
Concept Testing.
Business Analysis.
Marketing Analysis.
Actual development of a new product
Test marketing
Commercialization.
AQUASURE FROM AQUAGUARD

New Product launch
Aquasure will be launched in India. Under the brand name of Aquaguard (Eureka Forbes
limited). The main aim would be to make it India's largest selling mineral water, offering the
five most important health benefits: strengthens of brand, prevents unclean water, softens the
minerals water, shine for the brand etc.
We have to decide a product launch for Aquasure so following measures have to be taken.
1. New ideas and latest concept:
The five most important hair health benefits: strengthens of brand, prevents unclean water,
softens the minerals water, shine for the brand etc.
The packaging of the product should be in such a way that it should be very eye catching and
attractive.
Plus here indicates that it contains scientific variant.
2. Testing of the product:
After all new ideas and concept the product should be prepared by RND department and it
should be tested. It should be carried out in various tests whether the AQUASURE packages
drinking water is really effective or no. It should have all the features mentioned. It does not
have any side effects. The most important is it should have a long Shelf life.
3. Business Analysis:
The total expenditure should be calculated. The market structure, the companys market share,
companys goodwill and image plays vital role in such a plan of action. (New Product Launch.)
The total budget should be made and proper testing of the product should be made. So being a
branded company in this field they have a good image in the market and also a very vast
product line in market.
4. Market Analysis
At present, the bottled water segment is estimated to be worth Rs 8,000 crore, growing
at 80% organized & 20 % unorganized.
Dominated
Market Share sales in (%)
Parle group's Bisleri
36%
Manickchand group's Oxyrich
16%
Parle Agros Bailey
8%
Pepsico's Aquafina
15%
Coca-Cola's Kinley.
25%
Strategies to be used by AQUASURE FROM AQUAGUARD against competitors.

(Beginning stage)
1. Low pricing strategy (Penetration Strategy)
With low prices AQUASURE FROM AQUAGUARD believes that it can neutralize
significant part of cost of this initiative overtime while fortifying our market position.
The average medium class person can be easily targeted by theproduct as the cost of the
product is very low.
2. Pull Strategy
All campaign should be planned. Free trial bottle should be distributed. Target places for such
campaigns should be
1. Malls
2. Parlor
3. Bazars
4. Super market.
And every such places where middle class people can be easily targeted.
Strategies to be used by Aqua sure from Aqua guard against competitors.
(Commercialization stage)
Position Defence strategy:
Aquasure can use this strategy to defend its position against new entrants. Eureka Forbes long
established ties with retailers and ties extensive distribution reach probably acts as a entry
barrier for new entrants.
Counter offensive strategy:

Aquasure from Aquaguard can fire a salvo by offering a free bottle for every bottle of its
Aquasure.
As a market leader, Eureka Forbes believes that it can lead market growth by driving
consumption and frequency of usage. Bottle packs play a significant role in this. And this was
one of the great moves in directing the users to bottles.
Low pricing strategy:
Eureka Forbes enjoys a price advantage over its competitors. With low prices Eureka Forbes
believes that it can neutralize significant part of cost of this initiative overtime while
fortifying our market position
5. Pricing:
Product
Pricing
Price
(MRP)
Company TO
Distributor To
Distributor to
Distributor
Retailer
Corporate
20 Liter Jar
55
60 - 70
65 - 75
85
1 Liter Bottle
110
15
How would I Develop a Product Launch Strategy?
Business Strategy:Developing a Product Launch Strategy can provide a number of business benefits, including:
Ensuring thorough planning of launch stage.
Formal focus by all business functions on the launch.
Project sponsorship at an executive level.
An evaluation framework and procedure for the early in-market stages.
GETTING STARTED
Before focusing efforts on developing your product launch strategy, you need to ensure the
product is market ready. It is very difficult, time consuming and costly to change fundamental
elements of the product mix once the product has been launched. It is well worth having a final
internal review of the key elements before committing to launch. A number of elements will
have to be in place:
Positioning
Positioning should be clearly different from its competitors and represent a motivational
benefit to the consumer.
Product The product and its positioning will have been market tested in research. Having a great
product which delivers a clear market benefit at concept stage is great. However, prior to
launch, the product needs to be fully tested internally to ensure the business can deliver it into
market. This includes factory trends, shelf-life testing, distribution testing (especially if you
have a fragile product).
Pricing
The pricing of a product will dictate its success both externally and internally. Externally,
pricing is a key indicator of positioning e.g. Harrods predominantly stocks premium priced
products as this supports its high quality positioning. Internally, pricing directly affects
profitability.
For example, a premium product will use premium ingredients. Therefore, a premium market
price is necessary both for its positioning and in order to sustain an acceptable profit margin
after absorbing the ingredient costs.
Target Market
You need to be clear about who you are targeting to buy or consume this product. The better
you can define your target market, the more effective your subsequent strategies will be.
Definition should include demographics (e.g. age, sex, marital status), lifestyle profile (e.g.
high earner), current purchasing habits (e.g. heavy own label buyer, high food service user) and
consumption
KEY ELEMENTS
Timing: can have a significant bearing on a successful launch. The strategy should consider all
the relevant internal and external timing factors in order to commit to the ideal time to launch.
For example:
Seasonality:
If launching into a seasonal market then the ideal timing may be when the market is in peak
phase as this is when most consumers are buying. On the other hand, if you are targeting heavy
users of a particular market then the best time to reach them may be in an off-peak season
when they account for most of the buying population.
Internal factors:
Like production capacity may dictate certain periods for launch as more favorable than others.
Key accounts:
Will also dictate timing as they may only have certain times when products can be listed. On
average, a lead time of at least twelve weeks should be allowed for a major minerals water.
However, in some sectors, new products may only be listed when a full range review is taking
place e.g. two or three times per months.
Macroeconomics:
May also impact on timing. For example, if raw ingredients are particularly expensive then a
decision may have to be taken to wait until prices settle or, perhaps, seek an alternative source.
Location:
Location can significantly affect the success of a launch. There are principally three levels
which should be considered within the launch strategy.
Area:
This might be a full national launch, a region or even a cluster of towns. The size of launch
area will be driven by the launch objectives. The elected area will depend on what market
conditions and consumer profile you need to target. For example, if you are targeting retailer
and wholesaler you may elect certain city-centre areas. The size of your launch market will
directly affect the level of investment required and potential sales that can be targeted. It is,
therefore, a crucial part of the launch strategy.
Distribution:
If your product is not there, your customer cannot buy it. Distribution will be driven by your
product positioning and target market. In developing the launch strategy, key distribution
channels should be identified. A launch plan should be developed specifically for each account
based on factors such as their trading policy, promotional plans, customer profile and
competitive set. This plan should then be presented to each account within their necessary time
frames. This presentation is the first stage of securing distribution. Assuming a positive
response, further negotiation may take place alongside product sampling. Technical
requirements for launch will also need to be supplied e.g. New Product Listing forms which
will provide key technical information like barcode, case code, sizes, pallet configuration.
Merchandising:
If selling into retail, the next thing to consider is getting the best position on shelf. Shelf
position has a proven impact on sales. It can significantly affect product standout at point of
purchase and, consequently, the number of potential shoppers.
MANAGING A SUCCESSFUL LAUNCH

There are a lot of elements to manage simultaneously to achieve a successful launch.
Moreover, it involves pulling together all the internal functions of the business as well as many
external agencies. The task should not be underestimated. At the outset, a project launch team
should be established. This should have a team leader who will have the relevant experience
and authority within the business to develop the strategy and make it happen. Crucially, the
team should also have a team sponsor. This person should be of an executive level and their
role is to ensure the business is fully supportive of the launch, the Board is aware of all key
elements and that senior expectations are both met and managed throughout the process.
The launch team should include representatives from all the key internal functions. This will
include marketing, sales, production, finance, technical, logistics and distribution.
At the outset, a critical path should be developed which includes all the critical operational
tasks, dates and responsibilities. Each function will be responsible for delivering the elements
of the critical path with the team leader managing the overall process. Regular status meetings
and key task reporting will help ensure every department is working in tandem and the launch
is progressing to time.
BEYOND LAUNCH
Launching the product into the marketplace is not the end; it is the beginning of the next stage.
It is critical to plan the management of that next stage prior to launch. The launch strategy
should include Key Performance Indicators (KPIs) which will be monitored to evaluate the
products performance. This may include sales, market share, awareness and level of market
understanding.
Regular reviews will help inform future decisions e.g. if awareness is low, should the
advertising or media plan be reviewed? Internal reviews should be regular to ensure the
product is performing at all key levels. Particular attention should be paid to any problems as
they arise e.g. production speed or product stability. In addition, reviews of performance versus
forecast for sales and profitability will be uppermost in the business attention throughout the
early in-market period.
SWOT ANALYSIS
STRENGTHS
Better packaging
Effective distribution network
Famous as pure & safe among consumer
Good product mix
Frequent quality checking

Better management
Give regular follow up to distributor
Indian image
Better sales force
Sponsoring various cultural program
WEAKNESS
One liter packs which accounted for 50% of the companys turnover has come down to 30 %.
The growth has come from the 500 ml and the five-liter category, which account for 15 per
cent and 36 per cent of turnover respectively..
In what could be a masterstroke, Aqua Minerals is testing out the possibility of mass marketing
20-litre Aquasure bottles for an MRP of Rs.80. If the logistics, manufacturing and distribution
do fall in place, it could change the face of the purified water market for keeps.
OPPORTUNITIES
So far, Aquasure has not used the franchising route very aggressively unlike Parle Agros
Bailley which has grown very fast using this route. He has around Three franchisees in
Mumbai, Nasik, GOA We shunned this route so far because in most areas where we had no
presence, it was imperative that we did it ourselves. Now for further expansion we can afford
to use the franchisee route.
THREATS
Many substitutes available.
Too many players will dilute the market & the profit margin.
Strategy to counter threats and others?

We subject the bottles to chlorine washes, hot water washes and ozone washes before we refill
the bottles.
The company is betting on the home segment. The reason being that filters and water purifiers
also need to be cleaned periodically and still do not guarantee absolutely clean water. In order
to service this segment, the five liter packs are being pushed through the route of fat dealers
(wholesale dealers) who are retailers as well as stockiest and serve as supply points from where
customers can pick up the required quota. In future, consumers will be able to call the fat
dealer and place orders for home delivery of the five-liter pack. The company has so far
appointed 180 such dealers. This is a high turnover, low-margin retailer who does not keep a
store but serves a similar purpose with other items such as rice or wheat.
MARKETING STRATEGY
It is complete and an unbeatable plan designed specifically for attaining the marketing
objective of a firm. The marketing objective indicate what the firm want to achieve. The
marketing strategy provides the design for achieving them the linkage between marketing
strategies and over all corporate success is indeed direct and vital. Realizing the marketing
objectives is the purpose of two generic categories .
1. Price based
2. Differentiation based
PRICE BASED MARKETING STRATEGY
A business that opts for the price route in its competitive battle will enjoy certain flexibilities in
matter of its product and use prices as main competitive level . it will price its product to suit
the varying competitive demands . it will be enjoying certain inherent cost advantages , which
permits it to resort a price based fight . the major forms where such cost advantage can occurs
are economies of sale , absolute cost advantages ,. Benefits of early entry a large market share
build over a time . it provides freedom in the matter of pricing but after producing a particular
product and getting stuck in the face of the competition , one can not successfully opt for a
price led strategy .
THE DIFFERENTIATION BASED STRATEGY

Marketing strategy based on differentiation works on the principle that any aspect of the offer
and any activity of the firm can be made distinctive compared with the competiting offers.
Right from technology, plant location to post sale and service a company can perceptibly
differentiate and many buyer values. Companies usually choose those functions , Which give
them the greatest relative advantage.
Different firms adopts different strategy stances as their situational design differ-Broadly
strategy stances can be classified under three headsOffensive StrategyOffensive Strategy also known as confrontation strategy , is a strategy of aggression. A firm
that is not presently the leader usually employs it, but it aspires to leadership position in the
Industry. Defensive StrategyThe leader who has the compulsion to defend his position against the confrontation of powerful
existing competitors or to dislodge the leader from his topmost position usually employs it.
Niche StrategyA firm practicing the niche strategy neither confronts other nor defends itself. It cultivates a
small market segment for itself with unique products / services supported by a unique
marketing.
FORMULATING THE MARKETING STRATEGYFormulating the marketing strategy consists of two main steps1- Selecting the target marketIt does not fully bring out the import of the inseparable linkage between the two. When the
selection of the target market is over an important part of the marketing strategy of the firm is
already determined, defined and expressed.
2-Assembling the marketing mixAssembling the marketing mix means assembling the four Ps of marketing in the right
combination.The firm has to find out how it can generate the best sales and profit. It plans
different marketing mixes with varying levels of expenditure on each element and tries to
figure out the effectiveness of each combination in terms of the possible sales and profit.
ADVERTISING CAMPAIGN:
While designing the advertisement campaign, it is necessary to keep in mind the opinion
leaders. Youth are the opinion leaders of the present time. And thus it becomes necessary to
design the campaign keeping the youth in mind. The opinion leaders would further trickle
down the message to the less active members of the society. This is exactly what Bisleri is
doing. Bisleri has started an advertisement campaign stressing the point of purity and flaunting
the patent right the company has over the breakaway seal. The company has tried to put the
message across louder.
AQUAFINA ADVERTISEMENTS AND BISLERI
A drop-dead gorgeous body flexes its muscles on the screen. This starkly arresting black and
white image is then splashed with water. A voice-over informs you that 70 per cent of your
body is water. Why not give it the purest. Aquafina Bottled water from Pepsi.
This kind of advertisement campaign used by the competitors is giving the company a tough
time. The competitor, Pepsi, is utilizing the brand image built by it and is again targeting the
Generation X maintaining the company image. Its an unusual ad for this category. Till now,
most marketers have focused on educating the consumer on how bottled water is a safer option,
with the lead of course, taken by the popular national brand Bisleri.
But Pepsi chose to junk this approach and it could well afford to. Bisleri, after all, had already
done most of the hard work needed to build the bottled water category. What Pepsi needed was
to establish its brand in this crowded, fragmented market. Our task was made easier because
was made easier because Bisleri had concentrated on educating the consumer, instead of
building its own brand values," says Rohit Ohri, vice president and client services director,
Hindustan Thompson Associates Limited (HTA). We wanted the imagery to position Aquafina
as a youthful, premium and fun brand," says Vibha Rishi, executive director, Pepsi. The idea,
she says, was not to objectify bodies so that one could drool over them. "Instead, we are talking
about your body and the need for each one to take care of his or her body." The ad copy, which
spoke of the water content in our bodies, was actually trying to establish how important water
was to our well- being and how we need to continuously replenish it.
While the thinking was clear that the imagery had to be built in and around purity, HTA did toy
with a couple of other ideas and situations. Initially, the idea was to focus more strongly on the
fun aspect and create a story line complete with a smart idea and a twist at the end. "But we
gave it up because we felt that the story might take the mind away from the purity aspect that
was a must to highlight," says Ohri.
Aquafina, in fact, is the largest-selling bottled water brand in the US with a 12 per cent market
share, and India is the first country outside of the US where Aquafina is being bottled. Even in
the US, the ad talks of the percentage of water in our bodies, but the handling is a little more
serious. For example, the film will show an emotional moment where someone starts crying,
and then you will hear the voice-over, 85 Per cent of xour eye are wa4ep. "There is no internal
law that forces us to follow the international positioning. But seeing the quality of thinking that
has gone into this, we decided to stay with this positioning, though the statements here are
quite different," explains Rishi.
Aquafina, like all offerings that come from the Pepsi stable, also imbibes the core values of
the mother brand. It addresses the Pepsi-user base, largely the youth, and like Pepsi, it is also
being positioned as a hip brand. But Aquafina is a lot that Pepsi is not. It is a little bit older,
mature and affluent, and not as mass based as Pepsi.
Pepsi's role in the communication is that it is the source of credibility for the product and, of
course, establishes the youthfulness of the brand. But Aquafina is a brand in its own right and
with each piece of communication, its personality will emerge," feels Ohri. But while Aquafina
is being given a distinct identity, it is also being targeted at the Pepsi consumer and is
addressing their need for safe and reliable drinking water. Will this not cannibalize Pepsi sales?
"Water does eat into the cola market," agrees Rishi, "but we can't build a business for Pepsi
based on people's lack of access to safe drinking water.
How can any business be built on deprivation?" Both will have to co-exist and carve a market
out for themselves, and while Pepsi targets the 18-25 year olds, Aquafina also includes the 30somethings together with the college crowd. Like Pepsi, Aquafina too is looking to command a
premium without being unaffordable.
It is being positioned as a premium product, not via pricing, but in imagery and packaging.
Priced at Rs. 10 in Delhi for a 750ml. bottle, it is priced marginally higher than the competition
that gives you one liter for Rs. 10. The swirl shaped PET bottle resembles the Pepsi family and
is sturdier and more hip than most others in the category that take their design cues, it seems,
from the one liter refined oil bottles in the market. The decision to break the norm and come up
with a 750 ml pack size was more driven by the fact that water is fundamentally consumed on
the go and the 750 ml size is easy to carry around. "It is ideal for a half-an-hour in the sun, one
liter gets too bulky," says Rishi. Pepsi's future plans at the moment don't include commg up
with size variants. They have also ruled out the possibility of catering to the bulk market,
which actually constitutes 30 per cent of the total bottled water market that stands at 70 million
liters annually, and is growing anywhere between 30 and 50 per cent.
Pepsi, obviously, is looking for a big slice of this burgeoning market, but as Subroto
Chattopadhyay, executive vice president, marketing, Pepsi, says, "We have a building blocks
approach, first we have to build the brand, and then the volumes.
Bisleri is tackling the situation by building the brand on the purity plank. Akin to brand
building in soft drinks, an aggressive print-and-TV campaign is being backed by hoarding,
point-of-sale material, and every interface with the consumer is being used as an opportunity to
reinforce the message. For instance, all the vehicles used for supply have been painted in bright
blue, bear the Bisleri logo and sport catchy baselines like. "Play Safe".
Bisleri with added Minerals:
Bisleri Mineral Water contains minerals such as magnesium sulphate and potassium
bicarbonate which are essential minerals for healthy living. They not only maintain the pH
balance of the body but also help in keeping you fit and energetic at all times.
Bisleri Mountain Water:
Bisleri Natural Mountain emanates from a natural spring, located in Uttaranchal and Himachal
nestled in the vast Shivalik Mountain ranges. Lauded as today's 'fountain of youth', Bisleri
Natural Mountain Water resonates with the energy and vibrancy capable of taking you back to
nature. Bisleri Natural Water is bottled in its two plants in Uttaranchal and Himachal Pradesh
and is available in six different pack sizes of 250ml, 500ml, 1 litre, 1.5 litre, 2 litre and 5 litres.
PACKAGING AND DISTRIBUTION

PACKAGING
Variety is spices of life. Today for any business organization to be successful it has to provide
its customer with the differentiated product that is a value buy for them. In order to cater to yhe
changing needs of the customer the business has to continuously come out with the variants of
the products so that it can target the maximum segments.
Today Aqua Minerals offers a variety of packaging options: 1 lit, 2 lit, 5 lit, 20 lit. The 5 liters
bottles account for 35 % of sales showing a growing health concern among the Indian society.
1 liter bottles account for 30% of the share .
The 2 liters bottle introduced to slowly and steadily replace the conventional 1 liter bottle. The
5 liters packs, launched in Dec 1999 in Goa, now available everywhere.
DISTRIBUTION
Its obvious that availability holds the key to the market .For any product to be successful the
distribution system has to be really good. Large tracts of the country have not been explored by
the national brands, which explains the proliferation of smaller brands.
Aquasure strategy is to build a direct distribution system at an all India level that means serious
investment in company owned trucks and carts, this would make it the largest fleet owner in
the country.
The company will invest approximately Rs.200 cr. to procure 2000 trucks and hire same no. of
sales people . the company plans to have its own distribution network in places where it has its
own plant
DISTRIBUTION NETWORK:
The small-scale players built their sales by piggybacking on the generic category built up by
Aquasure Its a battle that Aquasure can win by sheer distribution muscle. One of the reasons
why Aquasure is running strong in this industry is its very good distribution network built over
the years since its inception. Further, Aquasure plans to increase its distribution network over
the southern and eastern region, where it is behind popular brands like sTeam in Tamil Nadu
and in Andhra Pradesh.
Distribution appointment - Criteria
Own Investment Rs 200000
Non Refundable Deposit Per Salesman -Rs 1500/- (Uniform and Branding)
Ware House - 300 sq ft
Ware house location Centralized
Vehicles 2 no
Sales Man 2 no
Loaders 4 no
VAT No
FSSAI License
Computer (dual core) with Internet 1 no
Distribution Operations
Approximate Volume Retail Water 2000 cases , Bulk Water 4000 cases
No of Outlets Retail 500 , Bulk Customers - 200
Vehicles Mahindra PickUp or Tata Ace
Area to be Covered As mutually agreed
Route list with defined service frequency
BAMs software installation
20 litre bubble customer details & testimony
Monthly ROI details
New Outlet Details
During season Sunday operations
MARKETING MIX
MARKETING MIX
The set of controllable tactical tools- product, price, promotion, and place (4 Ps), that the firm
blends to produce the response it wants, in the target markets.
The 4Ps
PRODUCT
The main product of the company is the mineral water by the name of Aquasure from
Aquaguard Mineral water. Aquaguard has become a perfect synonym of the mineral water for
the Indian consumers.
The main challenge facing the company or any other player in this mineral water industry is
that there is no scope of invention and innovation in the product, which can be added as the
additional benefits of the product. It is just water after all. This is what the Indian customers
think of the bottled water. If we are talking about a product like television we can think that the
innovations could provide extra benefits derived from the product. For example other than its
core usage the product can provide for Internet facilities using conversion.
PLACE
Place stands for the company activities that make the product available to the target customers.
To make the product available to the target consumers a good distribution network has to be
there to support the good quality of the product. Here in the case of the mineral water industry
the distribution network is the important factor in being competitive and the catch lies in
making water available to maximum number of places in the country.
PRICES FOR FOLLOWING PACKAGING VARIANTS

(AN ECONOMIC FACTOR AFFECTING THE BUYERS BEHAVIOR)
Price is the sum of values that consumer exchange for the benefits of having or using the
product or service. Price is the only element in the marketing mix that produces revenue. All
other elements represent costs.
In India, where the majority of the population comprise of the middle-income group and lower
income groups it is not hard to understand that pricing is one of the most important factor in
the buying decisions.
Aqua sure from Aquaguard has met the expectations of the consumers in terms of pricing the
product and also making the product available in variations of litres, making both Aqua sure
convenient and affordable. The company is following a very aggressive pricing. Its product is
available at a very reasonable price.
1 Ltrs Rs. 18/20Ltrs Rs. 85/PROMOTION
Modern marketing calls for more than just developing a good product, pricing it attractively,
and making it available to the target customers, companies must also communicate with their
customers, and what they communicate should not be left to chance.
A Companys total marketing communications program- called its Promotion Mix consists of
specific blend of advertising, personal selling, sales promotion, and public relations tools that
the company uses to pursue its advertising and marketing objectives.
Hot And Cold Dispensers
Machine agreement free

Equipment Agreement
( To be made on stamp paper of Rs. 100/-)
This Equipment Lease Agreement (the Agreement) is made and entered on ......, by and
between M/S Petals Aqua and Agro Foods, Plot no. N-2/1, Additional Patalganga Industrial
Area , Village Kasap , Taluka Panvel , Dist. Raigad-410207 (Lessor) and
_______________________________________ (Lessee) (collectively referred to as
the Parties).
The Parties agree as follows:
1. EQUIPMENT: Lessor hereby leases to Lessee the following equipment:
a. Hot & cold machine dispenser
b. Make : Blue Star
c. Model :
d. Serial no:
(the Equipment).
2. LEASE TERM: The lease will start on __________________________ (begin date)
and will end on _________________________ (end date) (Lease Term).
3. LEASE PAYMENTS: Lessee is being given the machine without charging any rent till
the time Lessee uses the packaged drinking water supplied by Lessor and in specific
AquaSure from Aquaguard . If due to any reason Lessee stops purchasing PDW
from Lessor , Lessee has to return the machine to Lessor , the same day.
4. DELIVERY: Lessee shall not be responsible for all expenses and costs: i) at the
beginning of the Lease Term, of shipping the Equipment to Lessees premises and ii) at
the end of the Lease Term, of shipping the Equipment back to Lessors premises.
5. DEFAULTS: If Lessee fails to perform or fulfill any obligation under thisAgreement,
Lessee shall be in default of this Agreement. Subject to any statute,ordinance or law to
the contrary, Lessee shall have seven (7) days from the date of notice of default by
Lessor to cure the default. In the event Lessee does not cure a default, Lessor may at
Lessors option (a) cure such default and the cost of such action may be added to
Lessees financial obligations under this Agreement; or (b) declare Lessee in default of
the Agreement. In the event of default, Lessor may, as permitted by law, re-take
possession of the Equipment. If Lessee is unable to give possession of the equipment on
expiry date or default date of agreement , Lessee will be liable to pay charges @Rs.
200/- per day from the date of expiry of agreement of agreement till the date of
possession of equipment.
6. POSSESSION AND SURRENDER OF EQUIPMENT: Lessee shall be entitled
topossession of the Equipment on the first day of the Lease Term. At the expiration of
the Lease Term, Lessee shall surrender the Equipment to Lessor by delivering the
Equipment to Lessor or Lessors agent in good condition and working order, ordinary
wear and tear excepted, as it was at the commencement of the Agreement.
7. USE OF EQUIPMENT: Lessee shall use the Equipment in a careful and proper
manner .
8. CONDITION OF EQUIPMENT AND REPAIR: Lessee or Lessees agent has
inspected the Equipment and acknowledges that the Equipment is in good and
acceptable condition.
9. MAINTENANCE, DAMAGE AND LOSS: Lessee will, at Lessee's sole expense,keep
and maintain the Equipment clean and in good working order and repair during the
Lease Term. In the event the Equipment is lost or damaged beyond repair, Lessee shall
pay to Lessor the replacement cost of the Equipment @ Rs. 8400/-( eight thousand four
hundred only ) .Lessee shall be responsible for any loss due to fire, theft, collision, and
other such risks as are appropriate and specified by Lessor.
10. ENCUMBRANCES: Lessee shall keep the Equipment free and clear of any liens or
other encumbrances, and shall not permit any act where Lessors title or rights may be
negatively affected.
11. LESSORS REPRESENTATIONS: Lessor represents and warrants that he/she has the
right to lease the Equipment as provided in this Agreement and that Lessee shall be
entitled to quietly hold and possess the Equipment, and Lessor will not interfere with
that right as long as Lessee buy PDW from Lessor and performs all other obligations
under this Agreement.
12. OWNERSHIP: The Equipment is and shall remain the exclusive property of Lessor.
13. ASSIGNMENT: Neither this Agreement nor Lessees rights hereunder are assignable
except with Lessors prior, written consent.
14. BINDING EFFECT: The covenants and conditions contained in the Agreement shall
apply to and bind the Parties and the heirs, legal representatives, successors and
permitted assigns of the Parties.
15. GOVERNING LAW: This Agreement shall be governed by and construed in
accordance with the laws of the State of Maharashtra and Union of India.
16. NOTICE: Any notice required or otherwise given pursuant to this Agreement shall be
in writing and mailed certified return receipt requested, postage prepaid, or delivered by
overnight delivery service to: Lessor:(Petals Aqua and Agro Foods , Plot no. N-2/1,
Additional Patalganga Industrial Area , Village Kasap , Taluka Panvel , Dist. Raigad-
410207) Lessee: may change such addresses from time to time by providing notice as
setforth above.
17. ENTIRE AGREEMENT: This Agreement constitutes the entire agreement between the
Parties and supersedes any prior understanding or representation of any kind preceding
the date of this Agreement. There are no other promises, conditions, understandings or
other agreements, whether oral or written, relating to the subject matter of this
Agreement. This Agreement may be modified in writing and must be signed by both
Lessor and Lessee.
18. CUMULATIVE RIGHTS: Lessors and Lessees rights under this Agreement are
cumulative, and shall not be construed as exclusive of each other unless otherwise
required by law.
19. WAIVER: The failure of either party to enforce any provisions of this Agreement shall
not be deemed a waiver or limitation of that party's right to subsequently enforce and
compel strict compliance with every provision of this Agreement. The acceptance of
not charging any rent by Lessor does not waive Lessors right to enforce any
provisions of this Agreement.
20. INDEMNIFICATION: Except for damages, claims or losses due to Lessors acts or
negligence, Lessee, to the extent permitted by law, will indemnify and hold Lessor and
Lessors property, free and harmless from any liability for losses, claims, injury to or
death of any person, including Lessee, or for damage to property arising from Lessee
using and possessing the Equipment or from the acts or omissions of any person or
persons, including Lessee, using or possessing the Equipment with Lessees express or
implied consent.
21. Usage: This machine to be used only for packaged drinking water from Aquasure
from Aquaguard and no other brand.
22.ADDITIONAL TERMS & CONDITIONS : None
Name:
Signature and stamp of Lessee
Address:.......................................................................................................................
.......................................................................................................................................
Telephone Number:.....................................................................................................
E mail id .......................................................................................................................
Name: Mr. Abhik Khosla

Partner , Petals Aqua and Agro Foods
Signature and stamp of Lessor
Address: Petals Aqua and Agro Foods , Plot no. N-2/1, Additional Patalganga Industrial
Area , Village Kasap , Taluka Panvel , Dist. Raigad-410207
Telephone Number: 09552 781 781.
E mail id: petalsaqua@gmail.com
Quotation for 20 Lit jars
Plot No. N-2/1, Additional Patalganga Industrial Area., Dist. Raigad.
Quotation
To
Date: 08.05.13
Star Union Dai-ichi insurance co.ltd
Navi Mumbai
Dear Mr. Thorat,
In reference to visit of our Mr.Prasad R. Chavan, to your office on 7 th May13, following
is the our quotation.
Greeting from Eureka Forbes!!
Eureka Forbes, leaders in India in water purifications systems for last 30 years , is
now into packaged drinking water business through its brand AquaSure from
Aquaguard.
Eureka Forbes- A Business Super brand
Over 10 million happy customers & growing.
Its a case study at Harvard Business School.
The AquaSure Advantage
AquaSure is the 1st Gold Seal certified packaged drinking water in the world.
Gold Seal is internationally accepted as an ultimate mark of quality.
Aquaguard is a pioneer brand associated with pure & safe drinking water since 30
years.
AquaSure Jar ( 20 Ltrs ) MRP is Rs. 85/- per jar , however it is being offered to
you at a special corporate price.
Special price :Rs.70/- per Jar.
Estimated purchase per month : 600 no.s Jars.
Lot size for delivery : TBD
Jars needed for rotation : TBD
Day of delivery : TBD
Please note that you will be required to pay Rs. 150/- per jar as advance deposit
against the jars taken by you for rotation. Also we are offering jar dispenser @
Rs.180/- per dispenser.
Payment terms : Immediate on submission of bill.
Cheque /draft to be made in favour of our distributor M/S Akhil Enterprises, 09819843976,
022-27832177-27832677 , akhil_ajit08@yahoo.com
We are sure you will find our offer, attractive and give us opportunity to serve your
esteemed organization.
We wish you and your employees a safe & healthy life.
We look forward you to join the AquaSure family.
With regards
Biju Sam
Business Head
Petals Aqua & Agro Foods
Sole franchisee of AquaSure
Contact : email id petalsaqua@gmail.com ,
Prasad R. Chavan - 9702703233
Note : for keeping record of Jars supplied , a muster card will be maintained which need to be
signed by an authorized person of your office as proof of jars received. Based on quantity
mentioned on the card , an invoice will be raised.
Acknowledgement
Stamp and sign of an authorized person

Date :
COMPETITION
IN
MARKET
COMPETITION
The mineral water market is set to explode and hit the Rs.2,000-crore mark in the next couple
of years. This is drawing the big guns attention. First Britannia launched Evian. And recently,
soft drinks giant Pepsi entered the fray with Aquafina. Now, Nestle too is reportedly planning a
foray. Meanwhile, Parle Agros Bailey has been growing steadily. Small local players too are
breathing down Bisleris neck riding on better trade margins and intensive distribution (in their
respective areas of operation).
The competition facing Aqua sure from Aquaguard can be categorized into a few brand
names like
Bisleri
Parle Bailey
Pepsi Aquafina
Coca Cola Kinley
With Parles Bisleri being the main competitor and second in market share in the
organized market, Aquasure faces tremendous competition from the unorganized sector.
AQUAFINA
The advantage for Aquafina is that though there are over 300 labels of bottled water in the
Indian market, few can be called brands. It is necessary to remember that every product with a
name is not a brand; even Bisleri has become generic to this category.
It does not have any emotional values attached to it. So there was no difficulty for Pepsi in
creating space in such a market, which is completely different from the soft drinks market,
where it will be very difficult for any new player to find a slot. So the creative team at HTA
virtually had an empty canvas to work on. And it came up with a campaign that did have
people talking. First, a series of teasers, followed by a film that showed healthy bodies and
youthful people and, of course, lots of water.
Although Aquafina is only available in a 750 ml pet bottle, the pricing, at Rs.10, is
competitive. And it is safe. In addition to the tamper proof seal, there is a reliable method of
checking whether the bottle has been refilled. The date of manufacturing has been written on
the cap as well as on the bottle. Thus a person who is refilling it would have to find a matching
cap and bottle, the probability of which is very low.
COCA COLA- KINLEY

Coca-Cola joined the race by announcing the imminent launch of its own brand of water and,
in the process, putting to rest rumors of its so-called takeover of Bisleri. Kinley is targeting
institutions. MCDONALD is the biggest client of kinley
Parle Agros- Bailley

Bailley the brand that is owned by Ramesh Chauhans brother Prakash Chauhan is very
popular in the southern part of India. Southern part of India accounts for 20% of the sale of the
whole water market industry. Bisleri would have a tough competition from Bailley since the
company plans to spread its presence in that part of the country. Another thing that makes the
competition difficult for the company is the price at which its competitor is offering the
product. Like Aquasure it also gives the 1 lt. For Rs.15. The only strength point of the
company, which it can capitalize, is its generic name. And also the company would have to
enter that market with a strong distribution base. We know the fact that Bailley has grown at a
rapid pace using the route of franchising, which Aquasure has not adopted as yet. This is
another point, which the company would have to take care of to face the competition.
BISLERI
Its a compliment being generic to the category, but its not very good when consumers think
any mineral water brand is Bisleri.Bisleri, a product established in India by Ramesh Chauhan,
Chairman of Parle Aqua Minerals has become a generic brand. Bisleri was the first marketed
bottled water in a totally virgin market. The brand has become synonymous with mineral
water; consumers accept any brand offered by the retailer when they ask for Bisleri.
So far Ramesh Chauhans Bisleri enjoys the largest market share of 56% in the Rs1100 crores
mineral water markets and is growing at the rate of 180% per annum. Annual sales of Bisleri
have touched Rs400 crores. In seventies, 'Bisleri' was the only mineral water, which had
national presence, and the sale was to the tune of approximately one hundred thousand cases
valued at about Rs.60 lacs.
PURE BOTTLED DRINKING-WATER

Is Dangerous
The Safety of Bottled Drinking-water
Because of the large number of possible hazards in drinking-water, the development of
standards for drinking-water requires significant resources and expertise, which many countries
are unable to afford. Fortunately, guidance is available at the international level.
The World Health Organization (WHO) publishes Guidelines for Drinking-water Quality
which many countries use as the basis to establish their own national standards.
International Standards for Bottled Drinkingwater
The intergovernmental body for the development of internationally recognized standards for
food is the Codex Alimentarius Commission (CAC). WHO, one of the co-sponsors of the
CAC, has advocated the use of the Guidelines for Drinking-water Quality as the basis for
derivation of standards for all bottled waters.
CSE Report on pesticide residues in bottled water
The Centre for Science and Environment, a non-governmental organization based in New
Delhi, has set up the Pollution Monitoring Laboratory to monitor environmental pollution. Its
main aim is to undertake scientific studies to generate public awareness about food, water and
air contamination.
Drinking water filled in hermetically sealed containers of various compositions, form, and
capacities that is suitable for direct consumption without further treatment
FACTS
Bottled drinking water samples of some top brands Bisleri (Parle Bisleri Pvt. Ltd.), Bailley
(Parle Agro Pvt. Ltd.), Aquafina (Pepsico India Holding Pvt. Ltd.), Kinley (Hindustan Coca
Cola Beverage Pvt. Ltd.) and of other less popular brands like Best, Royal Aqua, Seagull etc.,
which were being sold and manufactured in Mumbai and nearby areas like Pune and Daman,
were purchased randomly. All the samples were purchased from retail outlets in the market and
from railway station and were checked for proper seal, date of manufacture and batch number.
Even the top brands, which claim to use treatment methods like purification filtration, activated
carbon filtration, demineralization and reverse osmosis were found to contain residues of
pesticides. It might be due to the reason that the manufacturers may be by-passing the raw
water after partial treatment and remixing it with the fully treated stream so as to cut down the
cost of treatment. On the basis of the results different brands can be rated in terms of total
organ chlorine and organ phosphorus pesticides from least to most contaminated asAquafina Mac blue
Bailley Kinley
Seagull Sheetal
Bisleri Brilliant
Bally Apurva
So what is the BRAND????

The word "brand" is derived from the Old Norse brandr meaning "to burn." It refers to the
practice of producers burning their mark (or brand) onto their products
The oldest generic Brand, which is in continuous use in India, since Vedic period, 900010000
years ago is known as 'Chyawanprash'. It is widely used in India and many other countries and
is a herbal paste of 45 herbs made for revered Rishi named Chyawan. This brand was
developed at Dhosi Hill in North India, on an extinct Volcanic Hill.
The Italians were among the first to use brands, in the form of watermarks on paper in
the 1200s.
Although connected with the history of trademarks and including earlier examples
which could be deemed "protobrands" (such as the marketing puns of the "Vesuvinum" wine
jars found at Pompeii), brands in the field of mass-marketing originated in the 19th century
with the advent of packaged goods. Industrialization moved the production of many household
items, such as soap, from local communities to centralized factories. When shipping their
items, the factories would literally brand their logo or insignia on the barrels used, extending
the meaning of "brand" to that of trademark.
Bass & Company, the British brewery, claims their red triangle brand was the world's
first trademark. Lyles Golden Syrup makes a similar claim, having been named as Britain's
oldest brand, with its green and gold packaging having remained almost unchanged since 1885.
Another example comes from Antiche Fornaci Giorgi in Italy, whose bricks are stamped or
carved with the same proto-logo since 1731, as found in Saint Peter's Basilica in Vatican City.
Cattle were branded long before this. The term "maverick," originally meaning an unbranded
calf, comes from Texas rancher Samuel Augustus Maverick whose neglected cattle often got
loose and was rounded up by his neighbors. The word spread among cowboys and came to be
applied to unbranded calves found out wandering alone. Even the signatures on paintings of
famous artists like Leonardo da Vinci can be viewed as an early branding tool.
Factories established during the Industrial Revolution introduced mass-produced
goods and needed to sell their products to a wider market, to customers previously familiar
only with locally-produced goods. It quickly became apparent that a generic package of soap
had difficulty competing with familiar, local products. The packaged goods manufacturers
needed to convince the market that the public could place just as much trust in the non-local
product. Campbell soup, Coca-Cola, Juicy Fruit gum, Aunt Jemima, and Quaker Oatswere
among the first products to be 'branded', in an effort to increase the consumer's familiarity with
their products. Many brands of that era, such as Uncle Ben's rice and Kelloggs breakfast
cereal furnish illustrations of the problem.
Around 1900, James Walter Thompson published a house ad
explaining trademark advertising. This was an early commercial explanation of what we now
know as branding. Companies soon adopted slogans, mascots, and jingles that began to appear
on radio and early television. By the 1940s,[10] manufacturers began to recognize the way in
which consumers were developing relationships with their brands in a
social/psychological/anthropological sense.
From there, manufacturers quickly learned to build their brand's identity and
personality, such as youthfulness, fun or luxury. This began the practice we now know as
"branding" today, where the consumers buy "the brand" instead of the product. This trend
continued to the 1980s, and is now quantified in concepts such as brand value and brand
equity. Naomi Klein has described this development as "brand equity mania".[11] In 1988, for
example, Philip Morris purchased Kraft for six times what the company was worth on paper; it
was felt that what they really purchased was its brand name.
Marlboro Friday: April 2, 1993 - marked by some as the death of the brand. The
day Philip Morris declared that they were cutting the price of Marlboro cigarettes by 20% in
order to compete with bargain cigarettes. Marlboro cigarettes were noted at the time for their
heavy advertising campaigns and well-nuanced brand image. In response to the
announcement Wall street stocks nose-dived for a large number of branded
companies: Heinz, Coca Cola, Quaker Oats, PepsiCo. Many thought the event signaled the
beginning of a trend towards "brand blindness" (Klein 13), questioning the power of "brand
value."
So what is the Brand Building???????

A Brand Development Model: How to Define and Measure Brand Equity
Written by Charles Colby, President and Chief Methodologist
A high equity brand gives its owner many advantages. In addition to the obvious benefit of
driving market share, a strong brand can command a price premium, augment customer
relationships, ensure successful line extensions, help an organization attract talent, and boost
stock prices. There are many facets to defining a strong brand, so it is important to examine all
of these in the framework of a Brand Development Model. Such a model categorizes the stages
of development for a brand, identifies how to measure progress in each stage, and prescribes
the marketing priorities for moving a brand to a higher stage of development.
The origins of the Rockbridge Brand Development Model go back to an engagement where we
were charged with developing a comprehensive brand equity measurement process for a client
interested in potential brand alliances. It was important to properly define what constituted a
strong brand because of the large number of alliances under consideration and the fact that the
measurements would be used to negotiate with potential partners. We started the process by
convening a summit with several marketing directors in the organization and brainstorming
on what constituted a desirable brand partner, that is, one with a high degree of equity that
would compliment our clients brand name. After compiling a list of brand equity
components, we reviewed several public and private brand equity studies to identify best
practice metrics that could be applied to each of the areas identified by the stakeholders.
Ultimately, we incorporated the best metrics in a multi-brand study that scored all potential
brand alliances.
A Brand Development Model is a diagnostic tool that integrates many proven metrics
into a framework that guides strategy. Marketers need to consider six stages of development
for a brand, each equating to a different marketing priority, starting with creating basic
awareness and concluding with building customer loyalty. The following identifies these
stages, recommended metrics, and strategy implications for brand management.
Stage 1: A Brand should be Recognizable - half the battle in building trust is for
buyers to recognize the brand, or say "Yah, I've heard of them". The standard measure for this
stage is aided awareness. A weakness in this stage implies a need to get the name out, and can
be addressed through advertising and publicity to boost name recognition. It may be hard to
imagine a large company like a Fortune 500 with such an issue, but some of Rockbridge's
clients operate in niche markets that are defined by lifecycle, such as higher education services
or mortgages, and have low name recognition among first time buyers.
Stage 2: A Brand should be Memorable - once a brand has recognition, the next
logical step is to become salient or "top of mind", so that buyers may consider it as part of their
evoked set of purchase options. The best measures for this stage include unaided awareness
and top-of-mind awareness (mentioned first) within a product or service category, and
perceived level of familiarity. The implication for brands with weakness in this stage is to
educate the market about the brand, such as the type of products or services the brand offers.
Stage 3: A Brand should be viewed with Favor - in addition to awareness, a

brand should be viewed as meeting the needs of potential buyers and be respected by
influencers. This includes a basic trust of the brand as well as belief in its value proposition. A
classic measure for gauging this stage of development is an excellence rating (e.g., a scale
ranging from poor to outstanding), but the inclusion of "best in class" status and brand
momentum metrics provides additional context and variation for tracking. Brands lacking in
this area are advised to build trust and respect in messaging. The message may be tangentially
related to the value proposition, emphasizing features such as community involvement or
concern for the environment, or it may directly establish credibility for the brand in its ability
to meet needs, such as stressing its track record or reliability.
Stage 4: A Brand should be Distinctive - when prospective buyers are ready to act,
they will choose a brand that fulfills a promise they desire, but this credibility is not sufficient
alone to drive choice. The brand promise must be distinctive and unique, or the brand identity
will be vague and the brand will become commoditized. Consumers perceive brands at a
functional and emotional level. The functional has to do with various promises, such as
offering value, having high quality, or being relevant to like minded customers. The emotional
delves into aspects of brand personality, such as being edgy, playful, masculine or serious,
attributes that can be developed from projective qualitative techniques (e.g., if this brand were
a person, what kind of car would they drive?). A solid and tested approach to measurement in
these areas is to quantify image by rating the brand and its competitors on a series of carefully
selected image attributes. A chief goal for marketers is to position their brand through
communications that stresses attributes that drive purchase intent and are unique to the brand.
Working with perceptual maps that provide a visual "war map" and with quadrant maps that
reveal strengths and weaknesses, marketers can craft and test a message strategy. Over time,
the progress in execution of the strategy can be assessed by tracking changes in the image
dimensions that are core to strategy.
Stage 5: A Brand should be Preferred - deep awareness and a clear and distinct value
proposition should translate into preference among prospective buyers. Many solid metrics can
be used, but two key ones are preference from a set of choices and a measure of behavioral
intent qualified with a time frame or context (if you were to buy one today...). If preference is
low even if consumers believe in a unique value proposition, the logical strategy is to
encourage trial in order to shift purchase inclinations. Many products and services involve
habitual buying patterns - for example, a traveler may like one hotel brand but routinely book a
competitor, so a special promotion may disrupt the pattern and change preference.
Stage 6: The Market should be consuming the Brand and be satisfied - it

should be obvious that the best communications strategy can not overcome the fact that a
product is inferior or service is poor, while an excellent product may build its own momentum
through referrals. The short term outcome of low satisfaction is that repeat purchasing will
drop and the brand will have detractors. The long term impact of satisfaction is that the reality
of the product or service will drive the perception. Thus, brand equity measurement is not
complete without questions about consumption, satisfaction, and willingness to recommend. If
the brand suffers in this area, don't blame the agency. Work needs to be done to improve
product or service quality.
To sum it up, there are many facets to brand equity, including awareness, attitude, image,
preference and satisfaction. All of these areas need to be considered in order to craft the
appropriate marketing strategy for developing a brand. Some brands may merely need to raise
awareness of their name; others may need to work on building confidence, while still others
may need to work on differentiating themselves from competition.
A solid system for measuring and diagnosing brand equity includes a wide range of measures,
including usage and satisfaction. Experienced researchers know what measures to use and how
to weave them into a survey to minimize bias. Working with such information, savvy
marketers know how to craft a message strategy and direct resources to develop a brand over
time.
Chapter II
Research And Methodology
B.
Research methodology
I.
Objective
The purpose of the study:-
Deliverables during internship: Following are some works that I performed during my 2 month period of
Internship:1)
Done with Business Process Mapping for the Navi-mumbai, Mumbai and concern
issues were found out.
Business process mapping refers to activities involved in defining exactly what a business
entity does, who is responsible, to what standard a process should be completed and how the
success of a business process can be determined. Once this is done, there can be no uncertainty
as to the requirements of every internal business process. A business process illustration is
produced. The first step in gaining control over an organization is to know and understand the
basic processes
1)
Visits to all corporate branches for the purpose of audit of Predictive Homoeopathy in
Mumbai and tried to find out concern issues. Various loop holes were found out that may be
contributing to negative mouth publicity about the brand correction of which were our priority.
2)
Company Profile presentation on Microsoft PowerPoint.
Company profile is the concise description which, among other items of information, includes
(1) Firm's history,

(2) Number and quality of its human, financial, and physical resources
(3) Organizational and management structure,
(4) Past, current and anticipated performance,
(5)Its reputation, and the standing of its goods or services.
METHODOLOGY
Market Research Defined
Research in common parlance refers to a search for knowledge .One can also define research
as a systematic search for pertinent information on a specific topic; research is an art of
scientific investigation. The Advanced Learners Dictionary of current English lays down the
meaning of research as a careful investigation or inquiry especially through search for new
facts in any branch of knowledge.
Data Collection
Data collection is a term used to describe a process of preparing and collecting business data for example as part of a process improvement or similar project.
Data collection usually takes place early on in an improvement project, and is often formalized
through a data collection Plan which often contains the following activity.
1.
Pre collection activity Agree goals, target data, definitions, methods

2.
3.
Collection data collection
Present Findings usually involves some form of sorting analysis and/or presentation.
Collected Data
Name of
office
Area
Sec
Building
Office
no
prev.
Contact no.
Contact person
brand
ashish Investment vashi

17 big splash c-18
9819996753 vensen
12 per month
local
1 in month
Deal done
quality kisok tech. Mahape
3
5
40305700
Admin
purifier
check for Friday
Concerto software Mahape
3
5
9920721431 Dhiraj mandlekar
dhirajmandlekar@concerto.com
18
bisleri
annv software
Mahape
3
5
107
purifier
sdl
Mahape
3
5
39180825
satish kamble
48
sunmoon
per day
boss nt thr
revman
Mahape
3
5
022-32918340 Anil Rane
12
sunmoon at 85 rs
boss nt thr
dulex
koperkhairene
022-27787300
Pramod Sanap
In
meeting
Nikhil Automobiles koperkhairene
of
nikhil
Nikhil.genralmoters@gmail.com
In
meeting
rishna Product
Mahape
3 6
2
Purifier
Mi-aect Ltd.
Mahape
3 6
purifier
smartlink network Mahape
3
6
022-27781095 Sanjay Tiwari
boss nt der
skill Masters
Mahape
3
6
purifier
amal infosis
Mahape
3
6
purifier
MK infosolution
Mahape
3
6
purifier
204
Mahape
3
6
purifier
geecy
Mahape
3 6
purifier
Excel
Mahape
3
6
022-27784432 shardha
they will call
sodel solution
Mahape
3
3
206
27780254
sudershan
2
only Friday
he will call me.
xeal Dynamics
Mahape
2
5
3rd floor
Pramod
27783300 Amit Shinde

Arch solutions (water purifier)
2
waterpurifier
Video Jet (water purifier)
2
2
departnment
water purifier
Zentch (water purifier)
2
7
purifier
Aos (water purifier)
2
5
4
27782818/19
Hr
water
water
purifier
I Gate (water purifier)
water purifier
2
2
Kamal
purifier
ASYM metrix
2 5
purifier
Macleus Solutions
2
water purifier
Wruster(water purifier)
porewater purifier
Axis Consultancy
3
84151923737
Ask inefsol (water purifier)
98207284 water purifier
GEECY
water
water
303
67919595
Suhas
115
Vinoy
3
110
116
3
107
Pushapwater purifier
Viral Technologies (water purifier)
purifier
Wruster
3 6
206
purifier
27780733
allied digital
mahape 3 2
2266816309
orien chem pvt mahape 3 2
shri laxmi eletrical
mahape
3
2
singh
cmt tech.
mahape 3 2
9167392860
harishpurifier bt they r thinking to change
congitate
mahape 3 5
5
mahape 3 5
8
water
water
thakur
purifier
6
nilesh
ganesh
xengers
lokhande
fujanstore
zen monics
acecad
mahape 3
mahape 3 5
2-Jan
mahape
306
mahape
madhurapurifier
revmax
mahape
excel
mahape 3 6
304
krishna pvt.
mahape 3 6
2
sarla tech
mahape 3 6
parekh
purifier
distance education
mahape
3
6
poklepurifier
geecy inl service mahape 3 6
206
kambleaaquwagaurd
nelito
mahape 1 2
205
67135555
anandpurifier
anm soft tech
mahape 1 2
mahape 1 2
214
idea seven
mahape 1 2
67354900
poiasis pvt
mahape 1 2
logix
mahape 1 2
127
tescol pvt
mahape 1 2
105
9819604138
mohitepallavim@tescol.co.in
purple jack
mahape 1 2
nw
axisvation
mahape 1 2
sdl
mahape 1 2
201
logic fort
mahape 1 2
208
mahape 1 2
108
3di system soln vashi
17 mahavir
2266739602
shettypurifier
sbl power system
vashi
17
mahavir
9004928579
rao
hotal mangal murti
mahape
8652132887
bhaskar arokha
vodafone
vashi
17 mahavir
archna structre vashi
17 mahavir
27666966
dineshpurifier
phadke co.
vashi
17 mahavir
9821384199
71
vashi
mahavir 71
27882012
g.k. builders
17
61
vaibhav
purifier
hasan
kamini
shraddha
purifier
prakesh
suyash
pande
purifier
sawant
shraddha
purifier
pallavi
in future nt
purifier
purifier
purifier
229
1 lit
anilpurifier
purifier
purifier
ganesh
polymer product vashi

17 mahavir
new homes
vashi
17 mahavir
sudhirpurifier
shri swanv
vashi
17 mahavir
rhino agencies vashi
17 mahavir
purifier
pranay
vashi
17 mahavir
purifier
SRL dignostic vashi
17 mahavir
purifier
rajesh architecture
vashi
17
purifier
om builders
vashi
17 mahavir
purifier
LIC finance
vashi
17 mahavir
purifier
genral insurance vashi
17 mahavir
CAMS
vashi
17 mahavir
marites
purifier
vashi
17 mahavir
engg. Math group

vashi
thanawala maternity home
purifier
sparsh
vashi
closed
goodwill
vashi
purifier
Rancal
vashi
purifier
dhariwal
vashi
closed
dhanraj builders
vashi
17
mahavir
17
17
mahavir
17
mahavir
17
mahavir
17
mahavir
17
mahavir
purifier
purifier
surekha B
27892628
nehA
mahavir
27892305
vidya
3344017200
admin
aquesure
mahavir
hbl
vashi
17 mahavir
purifier
edwise
vashi
17 mahavir
purifier
iwin learing system vashi
17 mahavir
purifier
kamdhenu
vashi
17 mahavir
purifier
ramchandress institute
vashi
1
purifier
SBI
vashi
17 mahavir
talgavkr
vaibhav.talgavkar@sbi_life.com
mahavir
vashi
17 mahavir
purifier
2789855/52
mrutika
2227662485
priya dube
27809020
akshta rao
27800226
akshta
9322788044
mule
mahavir
9920027905
vaibhav
vidyalankar
vashi
purifier
strutural water profing soln
closed
logicon
vashi
desuza
nirman developers
rohan associates
color digital
audio teck
sonal estate
saumaya & chabra
laxmi associates
CA
vashi
vashi
vashi
vashi
vashi
school of caliography
B.S. computers
17
mahavir
vashi
17
41733200
17
hemlata
mahavir
mahavir
cynthia
welfair
welfair
welfair
welfair
welfair
welfair
welfair
welfair
9819000453
9321858959
9819848680
8108512472
vashi
vashi
17
17
17
17
17
17
17
17
27894341
64519638
9833220047
reshma
Rajesh mahale
pushpendra singh
sumit
dont go der
vinod
kalpana
manoj
vashi
vashi
17
17
welfair
welfair
27891517
27660096
shweta
santosh
Interior interex management Vashi

17
Ranjini rajkumar
Vighnatra developers Vashi 17 Arenja corner
Arenja corner
A-605 67800365
A-611
27898956/57
Hitesh sawant
Using Water purifier
Vijay patel architects
Vashi 17 Arenja corner

A-608
A-612
Advocate sheshrao sangle Vashi 17

Arenja corner
8898905016
Raunak sangle
HDFC securities Vashi 17 Arenja corner A-613
Vashi 17 Arenja corner A-615
Master capital services Vashi
17
Arenja corner
A-616
atlantic
Future and option commodity
Vashi 17
27660115
Arenja corner
V2 fire protection Vashi 17 Arenja corner

66737900/9819044000 Deepak vazirani
Bajaj alliance
Vashi 17 Arenja corner 625-629
9004238889
Using water purifier

Vashi
17
Arenja corner
Sahil associates Vashi 17 Arenja corner A-501
Ashok jaidhara
Skyline
27881381/9833518082 Piyush puri
S patel group
Escon or oscon international
Vashi 17
A-505
A-619
623
27890045
Arenja corner
Ricon(using water purifier) Vashi 17
Arenja corner
Gurukripa shiv estates( water from home)Vashi

Arenja corner 512
Vashi
17
Arenja corner
Surya real estates
Vashi
17
Arenja corner
Sarang
Purple colour office using water purifier Vashi
corner
Crescent
Qualitas
A-508
17
514
A-515
17
Arenja
27888908/9

Praveen kumar
Sai sidhi reality Vashi 17 Arenja corner A-402
V.N ahirekar and co.
Vashi
17
Arenja corner
27800071/72
Techona
27890145
27801819
A-406
Daata constructions homes( using water purifier)

Vashi 17
Arenja corner A-413
Siddhi vinayak contructions Vashi
17 Arenja corner A-415
27660724 Raju mugde
Shree raj group(aquasure)
Vashi
17 Arenja corner A-416
9820283912/27893225 Kanti senghani
A-418
A-421
Rahul builders
423-425 27892118
Hemant
Dhitech
A-426
27891741/27890725
427
428
water purifier
Vashi 17 arenja corner
300
anchor
301
water purifier
304/302
water purifier
303
Vita
305
water purifier
309
Sagar Enterprise(water purifier) Vashi 17 arenja corner 311
UN buildcon pvt. Ltd

314
27809929/9221898584 S.B. Gujar (card)
arenja (water purifier)
313
Home India pvt. Ltd.
316
27890150
Adhani Chartered acc. Vashi 17 arenja corner

318
Vishwa Green Realtors(water purifier) Vashi
17 arenja corner
317/319
Shah Group
320/329 41516000
Neerav Shah
Mahakali Enterprise
322
9892594816/9960920454
mahindra9dad)chirag(son)
A one
321
65145700/9820156325 bhupendra singh
200
N.m. Jain
202
E U Broadband
9833093200
victory green house pvt.ltd(water purifier)
Vashi
17 arenja corner
207 9820977565/27651583/65121271
vikram
seth
frontline(water purifier) Vashi 17 arenja corner
209
27658242
reliance security
roshan builders
ganesh developers

8898440164
hamid shaikh
33201212
210
212
27801821
angel broking
39413940
chandri brothers(water purifier) Vashi 17 arenja corner 218
bharti infra
9619387999
hiten nehru
trident(water purifier) Vashi 17 arenja corner
223
unmesh housemakers Vashi 17 arenja corner
225
pbayosha investment pvt. Ltd & D C sejpal and co.
Vashi 17 arenja corner 226/228
satyam(water purifier) Vashi
17
arenja corner
bharti axa
Vashi 17 arenja corner 227

41233849/9029185888/9022220140
madurai kamaraj university vashi 17
arenja corner
9.834E+09
s . Kumar
102
Elite Consultant
Vashi
17 Shiv Center 213
Shashi Kumar
water purifier Vashi 17 Shiv Center
222
Dr. P.S. Lamba (water purifier)
Vashi
17
223
Vashi 17 Shiv Center
212
Pooja V Agarwal (water purifier)
Vashi
17
9819940883
Shiv Center
Shiv Center
Sharma Consultancy
Vashi
17 Shiv Center
27881065
dinesh
sharma
Amit N Patil Vashi 17 Shiv Center
217
SPM
218/219
Religare Securites (Fantasai business Park,sector 30 A, Vashi Vashi 17
Shiv Center
27814990/9371615735
Shiv Centre Vashi 17 Shiv Center
116
117
120
beside 120
platinum investment (water purifier)Vashi
17
Shiv Center
118
Shrishti specality chemicals (water purifier)
Vashi
17 Shiv
Center
Shiv kripa enterprises and builders (water purifier) Vashi
17 Shiv
Center
122 9892788551
D.S. Shinde
Shivam Builders(water purifier)
Vashi
17
Shiv Center
112/113 9594347777/9819363196
pratik Shroff
laxima ventures
Vashi
17 Shiv Center 123
124
111
125
110
9322297435
Satyam Concast pvt. Ltd
Vashi
17
Shiv Center
126 27891905
jack and jill nursery and play school
Vashi
17
Shiv Center
108
Trupe 7 consultance pvt. Ltd
Vashi
17
Shiv Center
Magma gold loan
Vashi
17
MAAC (water purifier

Vashi
17
Ajit traders Vashi 17 Shiv Center
National Bank of rural
vashi 30
Shiv Center
33949136
Shiv Center 106

Ajit kubal
BSEL (A)
7th floor
H.B. FULLER
DHFl
V.S JUDON .COM
ALFA LAVAL
KANTILAL SECURITIES
SPECTRUM TECHO
AIMIL
vashi 30
RAJESH
vashi 30
BSEL (A)
5TH FLOOR
BSEL (A)
5TH FLOOR
vashi 30
MAHESH
vashi 30
vashi 30
JAGDISH
vashi 30
BSEL (A)
1002
2.23E+09
BSEL (A)
BSEL (A)
901
802
2.27E+09
BSEL (A)
801
vashi 30
BSEL (B)
11th floor 2.24E+09
AVINASH
WANBURY
vashi 30
BSEL (B)
10th floor 2.27E+09
GOVIND/DINESH
BAJAJ ALLIANZ
vashi 30
BSEL (A)
603
2.27E+09
VIJAY
IFCAI
vashi 30
BSEL (A)
601
0222781282
AMIT
COOLPAD PVT LTD
vashi 30
BSEL (A)
502
2.23E+09
RAKHI
P.MECH CONSULTANT
vashi 30
BSEL (A)
402
2.23E+09
AKANKSHA
TEJ ENGINEERING
vashi 30
BSEL (B)
10th floor 2.23E+09
SURESH
ICICI
vashi 30
BSEL (B)
906
vashi
vashi 30
BSEL (B)
810
vashi
vashi 30
BSEL (B)
808
DOSCH
vashi 30
BSEL (B)
804
2.24E+09
APARNA
NAVNITAL
vashi 30
BSEL (B)
807
SARANG
vashi 30
BSEL (B)
8.88E+09
ARCHANA
AHP TECHOLOGIES PVT LTD
vashi 30
BSEL (B)
610
66099096
AJAY
ARI
vashi 30
BSEL (B)
510
27811321
RASHMI
ITM
vashi 30
BSEL (C)
7th floor 27814772
RUPESH
R.N.TECHOLOGIES
vashi 30
BSEL (C)
5th floor
CLUB MAHINDRA
vashi 30
BSEL (C)
4th floor 0223363700
HEMLATA
SHARON
67944000
MONSTER.COM
vashi 30
SANDEEP
vashi 30
KARAN
GLOBUS ENTERNATIONAL
vashi
41617000
ENCEPT
vashi 30
IDHASOFT
BSEL (C)
312
022-
BSEL (B)
506
2.39E+08
30
BSEL (B)
MUKESH
BSEL (B)
410
507
2.27E+09
vashi 30
BSEL (B)
407
67232900
NARAYAN
SHRIRAM CHITS
vashi 30
BSEL (B)
311
40683636
SURUJIT
ELKEM
vashi 30
BSEL (B)
310
laxmi
PNB
vashi 30
BSEL (B)
309
P N B METLIFE
vashi 30
BSEL (B)
303
2.27E+09
VIVEK
IRCA
vashi 30
BSEL (A)
302
SHREESAMARTH SHIPPING
vashi 30
BSEL (A)
301
2.23E+09
SAWANT
CACTUS
vashi 30
BSEL (C)
9TH
ANITA
BIRLA SUNLIFE
vashi 30
BSEL (C)
8TH
39140900
KETAN
COMVERSE
vashi 30
BSEL(B)
G-11
9.62E+09
Sakaram
MGR
VASHI 30 REAL TECH
14TH FLOOR
27811051
CHETANA
NAVNAGAR
VASHI 30 REAL TECH
13TH FLOOR
27811051
SHRADHA
OCEANIC STAR VASHI 30 REAL TECH
12TH FLOOR
27817171
ASHWINI
SULEKHA
VASHI 30 REAL TECH
12TH FLOOR
SAMEER
IFBI
VASHI 30 REAL TECH
11TH FLOOR
65641204
RANVIR
RCL
VASHI 30 REAL TECH
11TH FLOOR
2781390
JYOTI
UNIVERSAL GROUP
VASHI
30
REAL TECH
9TH
FLOOR
9.82E+09
ASHRAF
CORNICHE
VASHI 30 REAL TECH
9TH FLOOR
27812718
YASHWANT
MOTIVE GROUP VASHI30 REAL TECH

Akshay
YANMAR
VASHI30 REAL TECH
39694400
MADHU
SOFT KEY
VASHI30 REAL TECH
PRAMOD
FLY TXT
VASHI30 REAL TECH
STELLA
MANGATRAM
VASHI30 REAL TECH
VENUS SOLUTION
VASHI
30
FLOOR
PARSHURAM
ALMA FUND
VASHI30 REAL TECH
INDIA BULLS
VASHI30 REAL TECH
9.82E+09
VINAYAK
GODREJ
VASHI30 REAL TECH
REAL TRADE TECHNOLOGIES
30
FLOOR
27815536
SHIVA
TATA
VASHI 30 REAL TECH
4 points
VASHI 30 REAL TECH
02227817777/61587777
8TH FLOOR
7TH FLOOR
7TH FLOOR
6TH FLOOR
6TH FLOOR
REAL TECH
6TH FLOOR
5TH FLOOR
5TH FLOOR
REAL TECH
1ST
ground floor
security
l&t
airoli mind space
l&t
accenture
airoli mind space
accenture
IRIS
airoli mind space
no.3
gep
reliance
m modal
6TH
airoli mind space

no.3
airoli mind space
no.3
airoli mind space
no.3
9322436074/2233077000
globe op
airoli mind space
no.3
gebbs
airoli mind space
no.3
syntel
airoli mind space
syntel
first source
airoli mind space
no 5&6
cognizant
airoli mind space
no 5&6
2244228000/8600974441
ibm
airoli mind space
no 5&6
R.K.enterprises
v
30
haware G131
Business strategy v
30
haware G126
Life
Vashi
30
Haware
9.77E+09
Siddesh
61194545
8th 67231000
7th & 4th
6Th & 5th
3rd
2nd
1st 9819241245
8th
7th 6 th
6th
7.74E+08
nitesh
G20
C.B online
Vashi
30
Haware S
Scribbl
65272720
Guru academy
Vashi
Priya
Vashi
30
Haware S
30
Haware S
Web seo
Vashi
30
Haware S60
16 works
Vashi
30
Sky 2C
7.74E+09
Vashi
Amol
Vashi
usama
Vashi
30
Haware S40
30
Haware S74
Dorner Electronics Vashi

ESSES
Vashi
9.83E+09
sandesh honrao
IRAA consultancy Vashi
Padmashree Consultancy
G1399.59E+09
Vajna
First Jobs
Vashi
9.12E+10 Mahesh/azad
career
Vashi
Sulekha
Green energy pvt ltd
Vashi
Vashi
Vashi
Haware S58
Ganesh
30
Haware S57
30
Haware S19
Nitin babat
30
Haware S18
30
Mahesh
Vashi
Haware S148
30
Haware
30
Haware G135
30
Haware G154
30
Haware G75
Vishal kale
30
Haware G151
30
Haware G137
l&t
airoli mind space
l&t
61194545
accenture
airoli mind space
accenture
IRIS
sujit acharya
gep
airoli mind space
no.3
8th67231000
airoli mind space

sunil
no.3
7th & 4th
reliance
airoli mind space
m modal
airoli mind space

no.3
3rd9322436074/2233077000 sachin
airoli mind space
no.3
2nd
melwyn joseph
airoli mind space
no.3
1st9819241245
globe op
gebbs
yograj
syntel
first source
airoli mind space
no.3
6Th & 5th
syntel
airoli mind space

no 5&6 8th
debraj majumdar
cognizant
airoli mind space
no 5&6 7th 6
th2244228000/8600974441
ibm
airoli mind space
no 5&6 6th
ranjay verma
navteq(nokia)_
airoli mind space
no 5&6 5th66078000
sangeeta/amit chavan
gebbs
airoli mind space
no 5&6 4th39487521
nitin
ness inventures
airoli mind space
no 5&6 2nd41154115
swetha/srikkant
sutherland
airoli mind space
no 14 7th
pankaj chavan
citustech
airoli mind space
no 14 6th 8th
rohit
eclerx
airoli mind space
no 14 4th 5 th
2261141786/7498470007/8879645646
arif hussain
wipro
airoli mind space
no 7
2239300287 roopa
capgemini
airoli mind space
no 8
66860500
Potential Analysis
And
Area Coverage Report
S.N
o.
Area
1 mahape
2 mahape
3 mahape
4 mahape
5 mahape
6 mahape
7 mahape
8 mahape
9 vashi
Sect
or
Name of Building
panasiya tower 2
elf
green ascape
sector 3, building
6
sector 3, building
5
sector 3, building
3
sector 2 , building
5
sector 2 , building
4
17 arenja tower flr. 6
Offices(no.s)
using
Total jar
1
1
1
1
25
15
Potential- Potential
Jars/wee k
jars/pm
340
10
16
1500
60
80
24
10
14
78
10
40
72
300
7
10
1
9
18
17
72
68
10
11
12
13
14
15
16
vashi
airoli
vashi
vashi
vashi
mahape
mahape
17 shiv center
mind space
30 real teck
30 bsel
30 fantasia mall
xl dynamics
technocity
16
21
20
40
38
1
12
7
14
12
22
30
1
7
50
2800
60
220
65
260
240
310
11200
240
880
260
1040
960
ACCOUNT ACTIVATION REPORT
Name of office
c-18
home
Area
vashi
ghan
soli
Sec
17
Building
big splash
jaju jurish
vashi
17
sunny
vashi
17
17
arenja
tower
vashi
mah
ape
c-18
Contac
Consp/
t
week
person
venson
supratik 3
arenja
tower
arenja
tower
shiping comp
techno
consultant
Office
no
jaju
39
sunny
2
3
606
rajan
gharat
Bra
nd
bislar
y
Lot
size
Rate
1 75
local
bislar
y
bislar
y
3 75
local
3 70
local
3 70
1 200
1 200
informed
services
mah
ape
mah
ape
mah
ape
mah
ape
mah
ape
mah
ape
mah
ape
mah
ape
Pinacale
enterprice
nerul
shri siddhi pvt ltd
nerul
simosiss
international
nerul
b.k. infratech
nerul
srm agro foods
nerul
mah
ape
mah
ape
veracitiz
concerto soft.
Pvt.
codebox
shukla stores
projecting IT
gws lifescience
pvt
tekla india ltd
Oiasiss
vedant store
airtel live
mandora store
Teskol
aashirwad hotel
nerul
mah
ape
mah
ape
mah
ape
green
escape
3
7th
floor
5
green
escape
green
escape
2
1
groun
d
1
midc
2
2
groun
d
3
neighbour
hood
4
complex
great
eastern
4
galleria
great
eastern
4
galleria
great
eastern
4 galleria
great
eastern
4 galleria
2
mbp
1
2
1
umesh
dhiraj
vishwa
nath
shukla
bislar
y
bislar
y
aquaf
ina
bislar
y
nikhil
local
3 70
mayur
local
4 70
hr
2 70
admin
2 70
santosh 2
2
1 mbp
6 115
local
2 70
local
2 70
mishra
local
4 70
5 admin
6 local
3 70
5 pawne
8 local
5 70
3 datta
4 local
2
5
bislar
5 y
bislar
4 y
oxire
5 ach
1 bislar
0 y
3 70
4
0 70
sharma
1
6 70
bipin
15 madam
mbp
6 70
yogesh
4 70
105 mohite
yadav
3 80
2
2 70
1
0 70
rohan erterprices vashi
17
balaji logistic
swastik
enterprices
vashi
19
vashi
19
al -shirin
amrit roadways
nerul
nerul
4
8
Ambika
financial
solutions
nerul
vashi
zara consultancy vashi

raghulila
associates
nerul
welfair
chembers
groma
house
groma
house
great
eastern
galleria
fantasia
mall
fantasia
mall
great
eastern
20 galleria
20 pravin
2 70
b-411 sanjay
2 local
2 70
b-508 kiran
2 local
70
23-24 zubair
24 meena
irshan
inamda
8 r
F
abhishe
-139 k
2 local
2 local
2
2
70
80
2 local
80
2 local
70
F-12
sarika
2 local
70
27 parots
2 local
70
Sell 87 Jars in one day in Millenium

Business Park on 27/6/2013
In many corporate offices.
Chapter III
Conceptual Discussion
Conceptual Discussion & implications of the study

-Facts & Findings
SWOT analysis of 20 litres jar:

Strength:
The potential customers are useful for those who are allergic to allopathic medicine. There
are lots of chemical products, which are harmful to human body. Penicillin and NSAID (non
steroidal anti-inflammatory drug) product are the top most and on the other hand they have
some side effects. Sometimes, threatening situation arise, after taking those kind of drugs.
Homeopathic treatment has been shown effectively in treating many diseases. Influenza
sufferers in a double-blind study found that they were twice as likely to recover in 48 hours
when they took homeopathic remedies. Studies have been published in British medical
journals proven, that the homeopathic medicines were effective for treatment of
rheumatoid arthritis. Homeopathic remedies are effective in treating infections, respiratory
diseases, heart disease, depression and nervous disorders, migraine headaches, allergic
condition, arthritis, and diabetes. Homeopathy is a good treatment for acute and chronic
illnesses. If the disease are found in the early stages and where there is not severe damage
(irreversible changes). Homeopathy can be used to assist the healing process after surgery.
It is safe and good for new born baby. Even, it is better than modern medicine for
pregnant women. Allopathic medicine has many side effects in pregnant women. Also
homeopathic medicine is work as a prophylactic medicine. It works like immunizations, if it is
given at the time of epidemic.
Weakness:
The main weakness of homeopathy is neglected by Insurance companies and government. If
the insurance companies cover homeopathy medicine then it may possible for lot of people to
show interest on homeopathy. Insurance companies can show interest because this is
efficient and at the same time cost effective can also be very effective. Marketers can first
target the population, who are familiar with the Homeopathy medicine, where immigrant
population is more, later they can expand their market. Negotiating with government, such as
homeopathy will be covered under prescription drug plan of Medicare and Medicaid,
because prescription drugs are taking significant part in overall cost of Medicare and
Medicaid. As the Homeopathic medicine is available for less cost than allopathic medicine
Opportunities:
There are many opportunities for homeopathy in USA. Right now, health care cost is the
prime issue in USA, because the cost of health care is high. There are many reasons for that,
but one of them is cost of the drug. The drug cost of homeopathic medicine is very low
compare to allopathic medicine. Anybody can afford the homeopathic medicine because it is
too cheap and easily available. Second most valuable opportunity has low side effects.
Homeopathic medicine has a low side effect compare to allopathic medicine. It is consider as
an alternative medicine in many countries and in some countries it is practiced under
naturopathy. Last but not least opportunity is high immigrant population from
homeopathic using nations. In USA, many people came from the country like India, Europe,
and china where homeopathy is commonly used. So it is easy to market homeopathy in USA.
Threat:
The first is the opposition from the different in rest groups like the American medical
association and the different Pharmaceutical Corporations. These groups have a big
disadvantage, if homeopathy grows fast in USA. They are the main opponent of homeopathy.
The lack of information about the homeopathy is a very big disadvantages that marketers
going to face. The next challenge is the strict discipline that is required while taking
homeopathic medicines. You cannot take homeopathic medicine
30 minutes before and after taking food. You cant eat onion and garlic while you are on
homeopathic medicine. Even more, you are not allowed to drink coffee, while you are taking
homeopathic drugs. There is much other discipline which you need to follow when you are on
homeopathic treatment.
Strategies for the marketing of 20 LITRES:
Stage 1
Stage 2
Stage 3
Familiar
New
Believer
GOAL
AVAILABILITY
GOAL
GOAL
INTRODUCTION
EXPANSION
PROMOTION
PROMOTION
DIRECT
How to market 20 liters jar in India? There are unexpected views and opinion of people about
the marketing of homeopathy in India. I have tried to explain it with the chart. I have divided
the strategy in three different stages, where in each stage you need to select specific group of
population with a particular goal.
Stage 1: Stage one is a familiar stage in which, only those people are considered who were
familiar with the homeopathy. Like the people who are immigrant from the countries where
homeopathy is famous like India, Brittan, and China. The main goal is to make easily
availability of homeopathic medicines. Here you need to give some kind of promotions; like
free treatment by organizing a camp or free checkup. In India, doctor usually organized a
general camp to promote their clinic same thing anybody can do here too. Now a days direct
mailing is a good technique to market a product in a market. Same way you have to mail all
the information about homeopathy to the selected group of people.
Stage 2: stage two is a new stage; in this stage select those people who dont have
any kind of knowledge about the homeopathy. Here people are mostly from USA,
Mexican, and African. They do not possess any knowledge about the homeopathy and it is
hard to market homeopathy in this group. People from the familiar group can help to market
homeopathy in this group, because they are staying between this people and with the help of
those who benefited by homeopathy can make it easily. The mouth to mouth marketing is the
best and permanent source of marketing for homeopathy. In this group goal is to introduce
homeopathy with the help of familiar group. Secondly, by using telemarketing, using
internet, and by arranging informative session. Today most of people using internet, so
internet is the best source to market homeopathy. You can explain do and dont of
homeopathic treatment. You can put the pictures of patients who were benefited by
homeopathic treatment. Patients revues are the best source for the new group.
Stage 3: stage three is a believer, in this group we need to concentrate on the people who are
now started believing in the homeopathy. Here, goal is to provide latest update of the
homeopathy. What is new coming in the market? Whatever is new prime goal is to
provide all the latest information via email, mail or telephonic communication. In this group
you can also provide some kind of coupons to attract more and more people.
At last, basic laws of nature have been breached and irreparably altered; as in the survival of
the fittest which was natures built in mechanism or selective process for filtering out the
weaker traits in any particular species. Science and medical advances have enabled
genetically flawed DNA to be passed on and resulted in the proliferation of inherited
systemic disorders. Thus as society continues to expand and co-mingle, transmutation and
inter-combination of defective genetics on the level of the DNA have contributed to the
general loss of quality of life. Another factor is modern societys emphasis on achievement
and success, and its resultant increase in stress and anxiety on a mass level. With all these
negative influences threatening the very fabric of mans existence- where can people look to
for an effective and comprehensive solution? Humanity is most definitely in dire need of
some positive solutions. Homeopathy is a holistic system of medicine that stimulates and
encourages ones natural healing force of recovery. Homeopathy works with the bodys
natural healing forces instead of against suppressive.
CHAPTER IV
DATA ANALYSIS AND
INTERPRETATION
There are two methods of data collection which are discussed below:
DATA COLLECTION
PRIMARY DATA
SECONDARY DATA
(Data collection techniques)
QUESTIONNAIRE
INTERVIEW
SOURCE
EXTERNAL INTERNET
SOURCE
INTERNAL
Unstructured
Primary Data:-
In primary data collection, you collect the data yourself using methods such as interviews and
questionnaires. The key point here is that the data you collect is unique to you and your
research and, until you publish, no one else has access to it.
I have tried to collect the data using methods such as interviews and feedback forms. The
key point here is that the data collected is unique and research and, no one else has access to it.
It is done to get the real scenario and to get the original data of present.
Data Collection Technique:-
Feedback Form:
Feedback Form are a popular means of collecting data, but are difficult to design and often
require many rewrites before an acceptable form is produced.
Interview:
This technique is primarily used to gain an understanding of the underlying reasons and
motivations for peoples attitudes, preferences or behavior. The interview was done by asking a
general question. I encourage the respondent to talk freely. I have used an unstructured format,
the subsequent direction of the interview being determined by the respondents initial reply,
and come to know what is its initial problem is.
SAMPLING METHODOLOGY
Sampling technique:
Initially, a rough draft was prepared keeping in mind the objective of the research. A pilot
study was done in order to know the accuracy of the feedback form. The final survey form was
arrived only after certain important changes were done. Thus sampling came out to be
judgmental and continent.
Sampling Unit:
The patients who were asked to fill out feedback form are the sampling units.
Sampling Size: 970 Sampling Type: Convenient Sampling
Need of using secondary data:1. Data is of use in the collection of primary data.
2. They are one of the cheapest and easiest means of access to information.
3. Secondary data may actually provided enough information to resolve the problem being
investigated.
4. Secondary data can be a valuable source of new ideas that can be explored later through
primary research.
I.
Data analysis & interpretation of the study:Analyzing data by any statistical tools-
Following are the average data in terms of clients turn out for the first time i.e. new case(N.C.)
and follow up cases(F.C.) for the year 2012.
Months
Jan '12
Feb '12
Mar '12
Apr '12
May '12
Jun '12
Jul '12
Aug '12
Sep '12
Oct '12
Nov '12
Dec '12
Avg. New case
Avg. Follow up
27
23
22
20
29
26
28
34
28
21
25
46
case
110
114
108
121
97
131
163
121
149
160
184
191
Graphical representation for New Case as well as Follow up Case as per follows:-
On x-axis:- no. of clients

On y-axis:- months
Conclusion of the data analysis:1) This data clearly show that if we take the comparison of both New Case and Followup Case,
then well be able to analyze that Followup Cases are more in numbers in each month.
2) New cases turns into Followup cases hence there has to be more number new cases for
every month which again will give more number of revenues as compare to Followup Case.
CHAPTER V
FINDINGS, SUGGESTIONS AND
LIMITATIONS
LIMITATIONS OF Study:-
1. Sample size is small.

2. Study is limited to clients data in Navi Mumbai And Mumbai.
3. Data may vary according to patients illness and severity of the disease.
Scope & suggestions for the future research:-
It will be the second most sought after system, second to Allopathy.

After superb conquest of bacterial infection by antibiotics, in future viral infections will
rule and homeopathy is best with viral infections.
With increasing medicinal costs, for poor it will be the only option left.
Increase in stress and psychiatric diseases and allergic diseases, it will be an ideal choice.
In prevention of diseases it will be used more.
It will be a drug of choice in veterinary field.
Agriculture and fertilizers will use it more .And so on
It will help in superhumanisation of mankind - better height and statures sound mental
Health low criminality anti miasmatic treatment helps in normalizing criminals so on.
CHAPTER VI
CONCLUSION
Conclusion:It is a pretentious excuse that the water purefy industry uses to attack homoeopathy. It
is almost ridiculous to believe that remedies that act on babies and animals have a
placebo effect," he says. There is a tinge of sarcasm, too. "If homoeopaths have the
power to install in the patient belief that can cure without remedies, then I will salute
them as superhuman. I know only one person who was able to treat on the basis of
belief and that person was Jesus Christ."
"Governments are elected by the people with the hope that they will work and protect
them, not pharmaceutical companies. Homoeopathy's remedies are cheap and can be
produced locally. Using homoeopathic remedies also means saying no to the side
effects of strong chemical drugs. Insurance systems that exist in the West have almost
gone bankrupt due to massive rise in chronic diseases that require constant treatment
with extremely expensive allopathic drugs."
Company will be in upcoming years
Eureka Forbes will be a World Class, Billion Dollar, Multinational Corporation.
Leaders in Health, Hygiene, and Safety Products & Services through Power
Brands.
Create a Happy Family of Euro champs.
Customers are emotionally hooked to the Euro champ and the Company.
Cross-cultural, Global Presence in 50 Countries serving over 20 million

Customers.
Be an Ambassador of Goodwill to Society and the Earth we live in.
The world is still full of opportunity for eureka Forbes.
CHAPTER VII
BIBLIOGRAPHY
References:
-www. www.eurekafobes.com
-www.drprafullvijayakar.com
What is homeopathy? http://abchomeopathy.com
Definition and basic principle of water purify,
-http://hpathy.com/homeopathy.htm Ullam D. (2005), Legal issues in
Homeopathic Practice, http://
www.eurekafobes.com/articles./view,6Johnston
L. (2002), Homeopathy, Economics, and Government,
-http://www.lewrockwell.com/orig3/johnston1.html
World of www.eurekafobes , http://www.eurekafobes4all.com
-Bahder P. (2006), advantages of homeopathy, http:// www.eurekafobes.com/advantages
-Sokal A. (2008), what is science and why should we care?, http://www.physics.nyu.edu
Hoemeopathic Products Market,
-http://www.mindbranch.com/listing/product/R567
297.html Junod S.W. An Alternative Perspective: Homeopathic Drugs, Royal Copeland,
and Federal Drug Regulation,
- http://www.homeowatch.org

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TABLE OF CONTENTS

DATA ANALYSIS AND

Introduction to Eureka Forbes

Mission & Vision

The happier, healthier and safer house and work place.

Objective & Scope of the Study

New product development or launch

The package used for the product.

Meaning of New product launch

Stages in New Product launch

AQUASURE FROM AQUAGUARD

Market Share sales in (%)

Parle group's Bisleri

Manickchand group's Oxyrich

Parle Agros Bailey

Strategies to be used by AQUASURE FROM AQUAGUARD against competitors.

Counter offensive strategy:

How would I Develop a Product Launch Strategy?

MANAGING A SUCCESSFUL LAUNCH

Frequent quality checking

Strategy to counter threats and others?

THE DIFFERENTIATION BASED STRATEGY

PACKAGING AND DISTRIBUTION

Distribution appointment - Criteria

Own Investment Rs 200000

Ware House - 300 sq ft

Ware house location Centralized

Computer (dual core) with Internet 1 no

No of Outlets Retail 500 , Bulk Customers - 200

Vehicles Mahindra PickUp or Tata Ace

Area to be Covered As mutually agreed

Route list with defined service frequency

BAMs software installation

20 litre bubble customer details & testimony

Monthly ROI details

New Outlet Details

During season Sunday operations

PRICES FOR FOLLOWING PACKAGING VARIANTS

Hot And Cold Dispensers

Machine agreement free

Name: Mr. Abhik Khosla

Quotation for 20 Lit jars

Plot No. N-2/1, Additional Patalganga Industrial Area., Dist. Raigad.

Over 10 million happy customers & growing.

Its a case study at Harvard Business School.

The AquaSure Advantage

Prasad R. Chavan - 9702703233

Stamp and sign of an authorized person

COCA COLA- KINLEY

Parle Agros- Bailley

PURE BOTTLED DRINKING-WATER

So what is the BRAND????

So what is the Brand Building???????

Stage 3: A Brand should be viewed with Favor - in addition to awareness, a

Stage 6: The Market should be consuming the Brand and be satisfied - it

Research And Methodology

Company Profile presentation on Microsoft PowerPoint.

(1) Firm's history,

Market Research Defined

Pre collection activity Agree goals, target data, definitions, methods

Collection data collection

ashish Investment vashi