Direct Marketing by Eureka Forbes | Marketing Management Case Studies

Details

Case Code : CLMM008
Publication date : 2005
Subject : Marketing Management
Industry : Consumer Durables
Length : 05 Pages
Price : Rs. 100

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Key words:

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

Note

1: This caselet is intended for use only in class discussions.
2: More comprehensive case studies are priced at Rs.200 to Rs.700 (US $5 to US $16) per copy.

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.

Issues:

   » Direct marketing of consumer appliances
   » Importance of sales force
   » Customer Relationship Management
   » Advertising strategies in consumer appliances industry

Introduction

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. 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...

Questions for Discussion:

1. With changing market conditions, is the direct selling strategy still the right strategy for a consumer electronics manufacturer like Eureka Forbes?

2. Analyze the shift in the company's advertising strategy from focusing on the 'friendly salesman' to the 'maidservant' in 1999.

3. How can Eureka Forbes benefit from associating with various environmental protection activities?