Abstract

Eureka Forbes followed the globally ‘tried and tested’ direct selling route for marketing its products in India, thus becoming one of the first direct selling companies in India. The company believed that its core strength was its people. The caselet provides details about the company’s advertising strategy that projected a friendly and trustworthy image of its salespersons. It discusses the Customer Relationship Management (CRM) initiatives of Eureka Forbes. Finally, it analyzes the change in advertising strategy and positioning by Eureka Forbes.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Direct marketing of consumer appliances
• Importance of sales force
• Customer Relationship Management
• and Advertising strategies in consumer appliances industry.

Keywords

Eureka Forbes, Vacuum Cleaners, Water Purifiers, Salespersons, Direct Marketing, Customer Service Network, Customer Relationship Management (CRM), Advertising Strategy, Consumer Training Drive, Eureka Forbes Institute of Environment, UNICEF, Star News