Eureka Forbes: Responding to Changing Market Dynamics




Case Details Case Introduction 1 Case Introduction 2 Case Excerpts

Abstract

The case discusses the strategies followed by consumer durable company, Eureka Forbes to defend its leadership position in the swiftly changing water purifier industry. The company was facing stiff competition in the rapidly growing Reverse Osmosis (RO) water purifier segment from Kent RO systems.

Eureka Forbes had been the market leader in the water purifier segment ever since it launched its Aquaguard range of water purifiers in 1984. Over the years, the company had launched several products in the water purifier segment. For the fiscal year ended 2012-2013, the water purifier business accounted for 50 percent of the company’s revenues.

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Issues

The case is structured to achieve the following teaching objectives:

  • Understand the challenges faced by Eureka Forbes in defending its leadership position in the water purifier industry in India.
  • Appreciate the importance of innovation in a dynamic industry.
  • Analyze the effect of changing industry dynamics on companies.
  • Examine future challenges faced by Eureka Forbes since Kent was growing its presence in the rapidly intensifying water purifier industry.

Contents
Introduction
Background Note
Entering The Water Purifier Segment
The Water Wars
Defending The Market Leadership Position
The Results
Looking Ahead
Exhibit

Keywords

Eureka Forbes, Kent RO, Aquaguard, Hindustan Unilever Limited ,Pureit, Water purifier segment, Market leader, Reverse Osmosis, Ultraviolet (UV) purifier market, Advertising, Market share, Direct selling model, Digital marketing ,Retail stores Sales model,First mover advantage

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