Prroject e Commrece

7/31/2019 Prroject e Commrece

http://slidepdf.com/reader/full/prroject-e-commrece 1/4

Eureka Forbes LimitedBrief Interview with Mr. Sanjeev Sharma

Sanjeev Sharma is the branch manager of Eureka Forbes, Sector 2, NoidaBranch. Healso handles the Sector 57 br anch. He has been

as so cia te d w it h E FL fo r t he pas t t en years. We are thankful to him tohave had taken out some time aside to answer somequestions to aid thisproject report. He answered all the questions without a glitch even thoughhe was pressed for time because of a delivery schedule.After a brief introduction

about the project and the required information, this is how theinterview went: Group 10

: S i r , could you p lease throw some l ight on the h is tory of EurekaForbesLimited?

Sanjeev : Eureka Forbes has been around for about a century now. The firstproduct of Eureka Forbes was a vacuum cleaner and was launched in the

year 1909. Eureka Forbescame to India in the year 1981 and began itsoperations in Delhi. We are almost at a 1000crore turnover company and have an

export turnover of about U.S. $382,000. Group 10

: Congratulations sir, for completing a hundred years. This must mean thatyouhave a huge customer base and an even bigger turnover.

Sanjeev : T h a t ’ s r i g h t ! W e h a v e a c u s t o m e r b a s e o f a b o u t 6 m i l l i o n .

W e h a v e o u r presence felt in about 131 cities and 398 towns in India. Wehave a total of 136 outlets. Infact, we have 10 franchisees in NOIDA itself.

Group 10 : In the web s i te , i t was ment ioned tha t Eureka Forbes deals wi thWa te r Purifiers, Vacuum Cleaners, Air Purifiers and Security Solutions.

Which one of these products sells the most? Sanjeev

: Yes, we do deal in all the products mentioned. Out of these, the waterpurifierssell the most. In fact we have a dedicated customer base of about

40-50 lakhs inIndia.O u t o f t h e s e , a q u a g a u r d c o n t r i b u t e s t o a b o u t 1 0 –

1 2 l ak h s . We h a v e e s t a b l i s h e d Aquamall exclusively for our waterpurification systems. We are ISO 14000 and 9000certified and last yearwe had a turn over of about 15.5 crores and a prof it before tax of about

1.8 crores in the segment. Group 10



: Could you let us know about your contact plans, how you collect andbuildupon your database and what is your distribution channel?

Sanjeev : Well, Eureka Forbes has always been into direct sales and we intend tostaywith the same. As for our database, we already have a huge database, for more

customerswe rely on references from our existing customers. We also tend toadvertise and involvein various camps such as school camps, park camps, doctor

camps etc.Page 20 of 23 Eureka Forbes LimitedBrief Interview with Mr. Sanjeev SharmaGroup 10

: What exactly is a school or a doctor camp? Sanjeev

: Well, here our sales reps tend to focus on the particular segment in a

particular area. For example, if a sales person has been allocated a doctorcamp in Noida, then hehas to go to all the doctors (and only doctors) present in

the area and educate them aboutour products. Group 10

: So, how do you get the information about all the doctors of a particular area? Sanjeev

: (laughs) Yellow Pages. Group 10

: What other promotional and advertising activities do you involve in? Sanjeev

: Well, we tend to advertise in all sorts of mediums, from prin t media toonlinemedia to television advertising. You must have seen our friendly

sales person ad or theSmriti Irani ad, haven’t you? Group 10

: Yes sir, very much. So how many ads do you release in a year? Sanjeev

: Well, its very hard to please a customer, and it is even harder to retainan oldone. So to build an impression and to remain a trustworthy brand, we tendto release 1 - 2ads each year. We also tend to focus on a friendly relationship with

the customer and liketo be t reated as a part of as a family, hence our ads arealso oriented toward the same.You might remember the ‘ussay kya hoga ad’?

Group 10 : Yes sir, that was a very cute ad. So, have you had any converts because of

theads? Sanjeev



: Yes, we get numerous cal ls on our 24 hour helpline. We are able toconvertmost of them on the basis of a simple demonstration. After all, acustomer would onlycall for a demo is he or she is already convinced by the ad.

Group 10 : Initially you said that you are in direct sales. Could you please tell how

many prospects receive a demo in a day and how many converts do you get out of them? Please be specific about your water purifiers as they are on the hot list.

Sanjeev : According to the company policy, a sales person needs to give about 3 demosad a y . B u t , a s a l e s p e r s o n i s o n l y a b l e t o m a n a g e 3 0 – 4 0

d e m o s i n a m o n t h . T h e conversion ratio is about 3:1.Page 21 of 23 Eureka Forbes LimitedBrief Interview with Mr. Sanjeev SharmaGroup 10

: Could you please throw some light on the sales force that you have inIndiaand in the Delhi region? Also, are you men oriented or you employee women

as well? Sanjeev

: I estimate that we should be having a sales force of about 6000 +employees.The Delhi region must have about 400 – 500 employees. Yes,we do employee women, but as we have a lot of door to door selling and

women avoid getting into the field, theratio is around 98:2. Group 10

: Could you also tell us about the margins that you have in a product? Sanjeev

: O no! I cannot do that. That is top class information. Next question please.(Our research from the net says it is approximately 4 – 5%).

Group 10 : Alright sir, could you at least tell us about your discount policies?

Sanjeev : We do not give any discounts until and unless there is a bulk sale.

There also,we only provide a d iscount upto 2 % and the minimum ordershould be of at least 11 products.

Group 10 : What about the sales people? Sanjeev

: What about them? Group 10

: What is their share? Do they get any incentive? Sanjeev



: The sales people are paid according to the bracket they sell in.For example, if they sell 8 units, they fall into the 180 slab and if they sell 12

units, they fall into the 220slab. They get a bonus of Rs 50 per sale. Group 10

: Sir, you have launched many products in the water purifiers segmentitself.Could you please highlight the complaints that the customers generally face?

Sanjeev : Well, first of all, we upgrade from one product to another, not becausetherewere faults in the first one, but because we need to customize the

product according tothe current requirements. We do not receive manycomplaints, but incase we do, we tendto solve them within 24 hours. We

believe in the concept of friends for life, hence we wish to retain a customer,so we tend to sell the right product in the first instance. But, wedo have a returnpolicy for dis-satisfied customers. We refund their full money incasethey

wish to withdraw within a week of installation. We have never needed toresort tothis policy though.Page 22 of 23

Documents

Prroject e Commrece