Abstract

The case examines the strategies adopted (over the years) by leading consumer appliances company Eureka Forbes in India. The case explores how the company built up the vacuum cleaner and water/air purifier markets in India from scratch through its direct marketing efforts. The various initiatives to ensure good customer service and enhance customer satisfaction are examined in detail. The case also discusses the company’s attempt to enter the bottled water business, its decision to increase the thrust on the retail business, and the problems between its owners, Forbes Gokak Ltd. and Electrolux.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Applicability of the direct marketing model to household appliances.

Keywords

Strategies, adopted, consumer appliances, Eureka Forbes, vacuum cleaner, water,air purifier, markets, India , direct marketing efforts, good customer service, enhance customer satisfaction, bottled water business, retail business, Forbes Gokak Ltd., Electrolux.