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EUREKA FORBES – THE DIRECT MARKETING PIONEER

The History of Eureka ForbesThe 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’

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History Cont…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

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History Cont….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’

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• 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 buyIBS 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

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SERVICE SERVICE

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Retail Marketing Retail Marketing

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Change of Advertising StrategyChange of Advertising Strategy

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Providing Environmental Care and Rationale Behind that

Providing Environmental Care and Rationale Behind that

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Without Electrolux ????Without Electrolux ????

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Eureka Forbes: Customer Centric Approach

Eureka Forbes: Customer Centric Approach

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Eurochamp

AquaguardAquasureInfinite Water solutions

EurovalueEuro helpline

Customized Water SolutionsCustomized Water Solutions

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OpportunitiesOpportunities

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Threats ??Threats ??

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New Entrants :Philips WhirlpoolHUL

Eureka Forbes :Quality after sales services

Eureka Forbes :Quality after sales services

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THANK YOU

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