A

PROJECT REPORT PRESENTATION

on topic

“A COMPREHENSIVE STUDY OF
DIRECT MARKETING
COMMUNICATIONS
EFFECT ON THE CUSTOMER’S
SATISFACTION”
WITH REFERENCE TO
“EUREKA FORBES LIMITED”

PRESENTED BY:
Thounaojam Discov Singh
EXECUTIVE SUMMARY:
PROJECT TITLE: A Comprehensive Study of Direct
Marketing Communications Effect on The Customer’s
Satisfaction.
NAME OF THE ORGANISATION: Eureka Forbes Limited

(EFL).
ORGANISATIONAL GUIDE: MR . SUDIP CHAKRABORTY
SENIOR. DIVISIONAL SALES
MANAGER.EFL
 G.N.B. Road, Above Jungle
Travels, Silpakuri,
 Guwahati – 781003
 FIELD GUIDE: MR. JOY CHANDRA, FRANCHISEE
DIRECT OPERATOR
 EFL, IMPHAL WEST-795001.
 DURATION OF PROJECT: 23rd May to 22nd July,
2010.
 Introduction:
Marketing communication:


q Communication is the unique tool that

marketers use to persuade consumers
to act in a desired way. Marketing
communications are messages and
related media used to communicate
with a market.
q It may be verbal, visual or combination
of both. It can also be symbolic-
represented, say, by a high price,
premium packaging, or memorable
logo- and convey special meanings.
q communication is the bridge between
COMPONENTS OF MARKETING COMMUNICATIONS:

q Sender: The sender, as the initiator of the communication,

can be a formal or an informal source.
q Receiver: The receiver of formal marketing
communications is likely to be a targeted prospect or a
customer.
q Medium: The medium, or communications channel, can be
impersonal or interpersonal (a forma conversation
between a salesperson and a customer or an informal
conversation between two or more people that takes place
face-to face, by telephone, by mail, or online).
q Message: The message can be verbal (spoken or written),
nonverbal (a photograph, an illustration, or a symbol), or the
combination of two.
q Feedback: The 5th essential component of communication is
feedback, which alerts the sender as to whether the
intended message was in fact, received.
T HE MAR K E T I N G C O M M U N I C A T I O N PRO CES S
 Direct marketing:
q Direct marketing is a tool and sub-discipline and type of
marketing. It attempts to send its messages directly to
consumers, without the use of intervening media. This
involves commercial communication (direct mail, e-mail,
telemarketing etc.) with consumers or businesses.
q Eureka Forbes followed the globally tried and tested direct
selling route for marketing its products in India, thus
becoming one of the direct selling companies in India.

 Franchised Direct Operators:

q This is a form of direct marketing to cover the areas where
the direct marketers are not able complete the areas as it
may be far from the direct sales office. It is basically done
in towns and it effects on the rural marketing also.
q Franchised direct operators added the volume of sales and
improve the target of the company to be achieved. It
helps in building more customer satisfaction and eases
the way customers contact with the company to measure
the customer satisfactions.
U SUA L T O O L S F O R D I R E C T M A R K E TIN G :
Telesales: Telephone calls or communication trying to sell the

products as a form of direct marketing.

 Sales Letters: Direct marketing sales letters, such as those
seen on websites and in magazines as another form of direct
marketing.
 Infomercials: Infomercials are direct marketing on the
television and it needs to be professionally done, use celebrities or
scientists to create credibility and usually come with many bonuses or
a money back guarantee.
Newsletters: This is like news having all the important features


about the product is mentioned and sent to the customers to improve the
selling of the products and services.
Electronic shopping:
 Marketing through internet are known as
electronic shopping. With this we can have varieties of product
available on the web page and orders are sent to the company and the
company delivered in time
 Catalogs: A list or itemized display, as of titles, course offerings, or
 CU STO MER SAT IS F A C T I O N :
Satisfaction is a person’s feeling of pleasure of disappointment


resulting from comparing a product’s perceived performance (or

Tools for
outcome) Tracking
in relation to hisand measuring
or her customer
expectations.
satisfaction
qComplaint and Suggestions systems :
qCustomer Satisfaction Surveys :
qGhost shopping : Companies can hire persons to pose as
potential buyers to report on strong and weak points
experienced in buying.
qLost customer analysis : Companies should contract
customers who have stopped buying or who have
switched to another supplier to learn why this happened

For the post purchase behavior – customer is

Disappointed when the performance falls short of
expectation.
Satisfied when it meets its expectations
Delighted when if it exceeds expectations.
Objective of study:
1.To find out the direct marketing
communications programs effect on the
consumers satisfaction.
2.To find out how much people are aware
about the product of EFL product.
3.To measure the effect of the strength
of communication plan used by
the organization.
4.Consumer perception towards the products
of the company.
5.To find out the satisfaction level of the
customers.
6.To know the competitors of the EFL brands.
RESEARCH METHODOLOGY:
RESOURCE TYPE: DESCRIPTIVE RESEARCH TYPE.
SAMPLING TYPE: SIMPLE RANDOM SAMPLING.

SAMPLING FRAME: IMPHAL EAST AND WEST

SAMPLING SIZE: 200 RESPONDENTS.

TYPES OF DATA: PRIMARY AND SECONDARY DATA.

METHODS OF DATA COLLECTION:

 A) QUESTIONAIRE METHOD INCLUDING

STRUCTURED, DICHOTOMOUS AND OPEN
ENDED TYPE.
 B) TELEPHONIC INTERVIEW.



DATA ANALYSIS
AND
INTERPETATION
 BRAND AWARENESS OF EFL
PRODUCTS/BRANDS

Out of 200 respondents 156 respondents i.e. 78% are

aware of EFL products and 22% of the respondents are not
aware of EFL products.
Effectiveness of EFL sale
personals:
Outof 200 respondents, 28% respondents are
approached by the sales personals but 144
respondents are not approached.
NUM BE R O F R E P O N D E N T S U S I N G E F L PR OD UCTS :

OUT OF 200 RESPONDENTS 80 RESPONDENTS ARE

USING EFL PRODUCTS AND 60% ARE NOT USING THE
PRODUCT THOUGH SOME OF THEM ARE AWARE OF
THE PRODUCTS.
E F L u se rs of d iff ere nt p ro d u c t
lines:
Out of 200 respondents,80 of them are using EFL product
lines. Among 80 users of EFL, their preferences of the product
PRODUCT
lines are givenNO.OF
in the table below.
LINE RESPONDE
Water Purifier NTS
43

Vacuum Cleaner 27

Air Purifier 2

Security 4
systems

Others 4
Preference CHANNEL to buy THE EFL productS:

CHANNEL NO. OF
RESPONDENT
S S
FRANCHISED
OPERATORS 15
DEMO AT HOME
5
DIRECT
MARKETING 60
RETAIL
OUTLETS 80
OTHERS
40
Different brand preferences of water
purifiers:

Out of 200 respondents, 60 of them are using

traditional chalk type filter followed by Aqua Guards
with figure of 43. Philips and Kent users are 21 and 25
and remaining 15 are still drinking boiled water and
Ratings of the Efl products comparing with
others.
B RAND PR EFE REN CE O F V ACU UM CLEA NERS :
PRODUCTPREFERENCE

EFL BRANDS
46
HIER 57
WHIRPOOL 42
BRANDS
SA M SU N G 34
OTHERS 21
 SOU RCE OF IN FORM ATI ON A BO UT E FL :

Out of 200 respondents 156 respondents i.e. 78% are aware of

EFL products and 22% of the respondents are not aware of EFL
products.
Among 156 respondents, 27% know the EFL products
Respondent’s preference media to know
about the EFL products.
what comes in your mind while buying EFL
product:
PRICE 18

HEALTH 10

SAFETY 5

QUALITY & 16
SERVICES
ALL OF THE 28
ABOVE

OTHERS 3

TOTAL 80
NEED OF efl PRODUCT FOR:
PERSONAL 17
FAMILY 20
ASSET 5
BUSINESS 30
OTHERS 8
TOTAL 80
SATISFACTION LEVEL WITH EFL
PRODUCTS/BRANDS:
AMONG80 USERS OF EFL, 37% IS SATISFIED WITH THE
BRAND, 6% are both dissatisfied and very satisfied, 48 % are
neutral.
SATISFACTION LEVEL WITH EFL
PRODUCT’S prices:
SATISFACTION LEVEL WITH EFL
services:
 Findings :
Ø Though most of the respondents are aware about EFL products
but most of them are not using the product.
Ø In Imphal city, Water purifier and Vacuum cleaners used by the
respondents but air purifier, security system and other
products are less aware and used.
Ø Most of the respondents want to buy from retail outlets followed
by direct marketing and franchised operators.
Ø Most of the respondents are using traditional chalk filter than
electric operated water purifier machines.
Ø Most of the respondents said that EFL is much better than others.
Ø Vacuum cleaner brand is competing with HEIR brands as the
latter is more preferred by the respondents.
Ø Most of the respondents know about the EFL through TV and
magazines and other endless chains. They prefer TV, Radio
and Print Media to know about the products.
Ø Maximum of the respondents are neutral about the satisfaction
level with the EFL products. But the price of the products and
the services received by the customers is not satisfactory.
Recommendations :
q Customer service is something the company
should pay more attention.
q All models of EFL product should be displayed
in brochures and made available to
customers.
q Sales persons should have proper knowledge
about the product.
q Should focus more on brand awareness.
q Technology & other aspects should be
reconsidered.
q To know about the buying behavior of
customer regarding purchase of EFL
products.
qThe price of the products should be
L I M ITAT IO N OF THE S TUDY :
Every research is conducted under some constraints


and this research is not an exception. Limitation of the

study is as follows:
1. The study is limited to the area of Imphal East
and West District.
2. The sample size is of only 200 was taken from
the large population for the purpose of
study, so there can be different results of
the sample from the total population.
3. Non availability of adequate data also limited
the scope of the study to some extent.
4. As the data was collected through the
questionnaire and personal interview, I
faced the limitation that respondents were
willing to provide information.
5. Consumers were reluctant to go into details
C o n clu sio n :

It is very important to analyze and interpret the
findings and result but to get the accurate data and
requirements, it is very difficult as there may be lots of
error. Most of the respondents sometimes do not want
to give the data as they busy in their normal life.
 Imphal market is potential for future growth but
the companies feedback process, after sales service are
very poor as the company does not have any branch
office of Eureka Forbes. It is run by a franchisee who is
not effective in direct marketing process and lack of
promotional and advertisement activities.
 Electricity and Insurgency problems are the two
main problems that are faced by the company to
function in its full swing.
 After completing the project, it gives me a
pleasure that it gives important ideas and
THANK
YOU