Another class room presentation prepared by a group of students that looks explains the David Aaker’s Ad Exposure Model using the brand - Euroforbes Aquaguard

1. Part - II
David Aaker’s Ad Exposure Model - Aquaguard

2. Group Members
 Pratikshya Mishra - 601
 Gaurav Matai - 667
 Neha Patwari - 668
 Tanushree Kulkarni - 671
 Reema Bhagia - 690
 Kanksha Raina - 712

3. Selected Brand
 Eureka Forbes
 Aquaguard Water Purification System

4. History – Eureka Forbes
 Established in 1982 as a joint venture between the Tata
Group,based in Mumbai, and Electrolux of Sweden
 A Shapoorji Pallonji Company since 2002.
 Introduced the direct selling concept in India
 A Rs. 17,767 million multi-product, multi-channel
organisation

5. In the Current Market
 Eureka Forbes has over eight million satisfied customers
 A reach of over 450 cities and towns through 18,000 dealers
 Asia’s largest direct sales force
 Aquaguard - flagship water purifier brand
 Sold through the direct sales channel
 AquaSure is the range of water purifiers sold through
retailers
 70% of Eureka Forbes’ turnover comes from the water
purifier segment – Aquaguard and AquaSure
 Sales:

7. Market Share
 52% market share in the Rs 3,200 crore water purifier
segment, with its brand Aquaguard.

8. Products

9. 30 years of Leadership across technologies

10. David Aaker’s Ad Exposure Model
 Explains the effect of advertising &marketing
communication on brand building (attitude formation &
purchase behavior)

13. Route used by Eureka Forbes for
Aquaguard
 Route 1 (pull strategy)

14. Ad exposure
 TV
 Print
 Internet / digital media
 Taglines:
 Your Friend For Life
 Safe Water: Every Indian’s Birthright
 Paani Ka Doctor
 Sehat Ki Awaaz

16. Socially Connected
•Among India’s top 5 corporate websites
•WAP Ready

17.  All social media communication plans executed through the official
Eureka Forbes accounts
 Facebook communications through official Eureka Forbes Page
 3 Fan generated Pages on facebook
 +6 Lakh Fans

18.  Lead management - Instant call connect in 130 cities
with Eurochamps mapped by pincode .. all in 30
seconds.
 Each month attracting 200,000 unique visitors
resulting in over 10,000 sales & 6,000 service
enquiries each month

19. Awareness generation
 Ads focused on the functional benefits of water
purification
 Use the classic problem-solution-happiness format
that is routine to Eureka Forbes.
 In 2004, it moved into the broader, quasi-
philosophical sphere of the life-enriching
connotations of water; the spiritual significance of
pure water

20. The advertising for Aquaguard always revolved around an
affable Eureka Forbes salesman's knock on a prospective
customer's door; so much so that the Eureka Forbes
salesman and the problem-solution format virtually became
intrinsic to Aquaguard advertising.

21. Attributes & Benefits
 Technologically advanced (RO, UV technology with
“Robocleanz”)
 “healthiest water on earth”
 13 product variants ranging from Rs 1,899 to 27,990
 SMP = Sweetness + Minerals + Purity
 E-boiling+, UV+, RO+

22.  Table top facility: can be kept anywhere
 Bottle holding tray: glass can be filled directly
 High performance, durable, environment-friendly
 Easily available
 Free installation, demonstration
 Good after-sales customer service
 Proof of purity, guarantee/warranty on product

23. Brand Image / Personality
 Sincere
 Caring
 Successful
 Modern
 Reliable
 Competent
 Helpful
 Environment
Conscious

24. Feelings
 Rational: Health-conscious; concerned about hygiene
and safety
 Emotional: Motherly; caring, loving, and protective
 Positioning: Rational (functional benefits) +
Emotional (exploitation of mother-child relationship
sentiment)

27. Peers, Experts & Group Norms

28. Peers, Experts & Group Norms
 Peers:
 Trusted by over 10 million mothers
 Experts:
 Endorsed by Indian Medical Association - guarantee of
1,78,000 doctors
 Certified by 105 labs across the globe
 30-day money back guarantee
 Celebrity endorsement:
 Initially, used Smriti Irani of Kyunki Saas Bhi Kabhi Bahu Thi
fame for Aquasure – wise, trusted family advisor
 Affected the Aquaguard brand also

29. Awards and Recognitions –
1. Reader's Digest Trusted Brand 2012
2. Limca : Book of Records - National Record 2012
3. Brand Watch Bengal - Bengal's Best 2011
4. Business Superbrand 2011
5. Business Superbrand 2011
6. Computer Society of India award 2011
7. Internet Digital Media Awards - Best use of Technology
8. Express Computer Technology Senate Awards
9. Business Continuity Institute – Special Recognition Award
11. UNESCO Water Digest Award
12. Received three 'Distinguished' recognitions –
Distinguished Water R&D and Technological Breakthrough for
Aquaguard Total Sensa
Distinguished Best Domestic UV Water Purifier for Aquaguard Total
Infiniti
Distinguished Upcoming Water Company for Forbes Water.
12. Super Brand - Aquaguard 2009-10

30. Brand attitude
 Very good Customer Relationship Management
 Therefore, development of favorable attitude
 Preference for the brand and first in the market
advantage means Aquaguard is somewhat
synonymous with water purifier

31. Purchase behavior
 High brand loyalty
 Lifelong usage – Your Friend For Life