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  • Eureka Forbes - The Direct Marketing Pioneer: IBS Hyderabad

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    Eureka Forbes is a direct marketing pioneer that was launched in 1909. It was a market leader in vacuum cleaners and received awards for its products. In the 1980s, it began operations in India through a joint venture and launched water purifier brands. It followed a direct selling strategy that created awareness of products before selling. The company focused on customer-centric innovations and quality after-sales service.

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    12972165 Eureka Forbes the Direct Marketing Pioneer

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    Eureka Forbes is a direct marketing pioneer that was launched in 1909. It was a market leader in vacuum cleaners and received awards for its products. In the 1980s, it began operations in India through a joint venture and launched water purifier brands. It followed a direct selling strategy that created awareness of products before selling. The company focused on customer-centric innovations and quality after-sales service.

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    112 views20 pages

    Eureka Forbes - The Direct Marketing Pioneer: IBS Hyderabad

    Uploaded by

    gunit_gaurav
    Eureka Forbes is a direct marketing pioneer that was launched in 1909. It was a market leader in vacuum cleaners and received awards for its products. In the 1980s, it began operations in India through a joint venture and launched water purifier brands. It followed a direct selling strategy that created awareness of products before selling. The company focused on customer-centric innovations and quality after-sales service.

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    of 20

    EUREKA FORBES – THE

    DIRECT MARKETING PIONEER

    IBS Hyderabad
    The History of Eureka Forbes

    • 1909- Fred War dell launched vacuum cleaners under

    brand name of eureka

    • Followed direct marketing

    • Market leader in vacuum cleaner industry

    • 1915- received the ‘Grand Prize’

    IBS Hyderabad
    History Cont…

    • 1945- diversified in new manufacturing businesses

    • 1960- merged with ‘National Union Electric’

    • 1974- Electrolux purchased ‘Eureka Williams’

    • 1983- manufacturing plant opened in El Paso

    IBS Hyderabad
    History Cont….

    • 1981- Eureka brand came in India through Eureka Forbes, joint


    venture with FGL

    • Began operations in Delhi

    • 1982- launched ‘Euroclean’

    • Mid 1990s company diversified

    • 1995- launched ‘Tornado’ and ‘Aquaflo’

    • 1997- electronic security solution ‘Eurovigil’


    IBS Hyderabad
    • Forbes followed the globally “tried and tested” direct
    selling strategy –popular in India
    • Awareness about the product in the Indian market before
    it sold Eureka as a brand
    • Sales personnel were highly motivated and targeted the
    right people
    • Continuous innovations in the basic product motivated the
    customers to buy
    IBS Hyderabad
    • Sales people were trained to be customer friendly

    • Demonstration of the product at the customer’s place

    • Due to the attractive product features, design and layout,


    it had huge demand

    IBS Hyderabad
    SERVICE

    IBS Hyderabad
    Retail Marketing

    IBS Hyderabad
    IBS Hyderabad
    Change of Advertising Strategy

    IBS Hyderabad
    Providing Environmental Care
    and Rationale Behind that

    IBS Hyderabad
    Without Electrolux ????

    IBS Hyderabad
    Eureka Forbes: Customer Centric
    Approach

    Eurochamp

    Eurovalue
    Aquaguard
    Euro helpline
    Aquasure
    Infinite Water
    solutions

    IBS Hyderabad
    Customized Water Solutions

    IBS Hyderabad
    Opportunities

    IBS Hyderabad
    Threats ??

    New Entrants :
    Philips
    Whirlpool
    HUL

    IBS Hyderabad
    Eureka Forbes :Quality after sales
    services

    IBS Hyderabad
    IBS Hyderabad
    IBS Hyderabad
    THANK YOU

    IBS Hyderabad

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