Eureka Forbes - The Direct Marketing Pioneer
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Case Details:
Case Code : MKTG022
Case Length : 11 Pages
Period : 1999 - 2001
Pub Date : 2002
Teaching Note : Available
Organization : Eureka Forbes Ltd.
Industry : Varied
Countries : India
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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.
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Excerpts
Eureka Forbes - Starting From The Scratch
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.
Vacuum cleaners and water purifiers were rather new concepts for
Indian consumers, who had till then followed only the traditional
methods of cleaning and filtering.
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Therefore, Eureka Forbes had to first establish the concept of vacuum cleaners and water purifiers in India before it could sell 'Eureka' as a brand. The company believed that its core strength was its people. It employed dynamic, highly motivated individuals, called 'Eurochamps,' who projected the image of 'The friendly man from Eureka Forbes.'
Thus, for the average Indian consumer, Eureka Forbes became synonymous with the smartly dressed salesman who came to their houses and cleaned up things in a jiffy or showed how air/water purifiers were indispensable. Eurochamps initially targeted the metros but soon began visiting smaller cities and towns also...
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Future Prospects
Commenting on the decision to diversify into bottled water, company sources said that it was only to strengthen the core products by capitalizing on their brand image. Goklaney said, "In the water category, I will conduct activities which strengthen my core products. How I do that and what I do is a matter of strategy."
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According to company sources, Eureka Forbes not only had the financial strength, but also a strong network of sales executives to push its new products into the market.
The company's decision to enter the retail business was primarily the result of its launch of 'Tornado' vacuum cleaners and 'Aquaflo' water purifiers in 1995.
Eureka Forbes had utilized the retail route for this range, mainly to cater to the industrial segment. Over the years, the retail business assumed greater significance and by 1999, around 5% of the company's sales came from the 2500-strong dealer network... |
Exhibits
Exhibit I: Eureka Forbes - Key Financials
Exhibit II: Eureka Forbes - Product Profile*
Exhibit III: Eureka Forbes Company Trends: 1995-96 To 2000-01
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