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The direct marketing pioneer

Eureka Forbes

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A major policy change

*Focus more on retailing.*

*Availability of the products in retail outletsthrough a network of 2600 dealers

*

Directsalespermits usto exploitonly the topend of themarket.:-SGoklaney(MD)

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1999

EEntering the bottledntering the bottledwater marketwater market

Electroluxs decisionElectroluxs decision

Analyst remarksAnalyst remarks

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evolution

*1913 Eureka launched six different models &offered add-ons for cleaning

floors,walls,upholstery & crevices

*

*Due its growing popularity, it employed 5000salesmen & opened over 400 branches.

*

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Timeline

*1915: Grand Prize San FranciscoInternational Exposition.

*1929: no.1 vacuum cleaner company in theUS.

*1945: it was renamed as Eureka-Williams

*1974: Electrolux purchased Eureka-

Williams & changed its name back toEureka.

*

*

*

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1981: Eureka Forbes comes to India, joint venture with

FGL; Electrolux held 40% of the stake, the rest 60% washeld by FGL.

1982: introduces Euroclean; establishes subsidiary to

manufacture its products.

1985: established its dealer sales division1986: industrial sales division

1989: export division

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Eureka Forbes in India

Tried and tested strategy

Establishing the concept

The Eurochamps

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*The company advertised through various mediasources ;target segment- housewives.

*Introduced a sales force.

*

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Change of strategy dueto limited usage

*Change of advertisement from friendlysalesman" theme to a maidservant using the

vacuum cleaner*Consumer training drive

*A registered increase in 20% sales volume

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A relationship doesnot end with a sale.

It actually begins.

*24 hour -365 day virtual call center.

*

*Implementation of B2E exercises

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service

*Annual maintenance contract

*

*Mobile service van

*

*Water labs

*

*Exchange offers for the old customers

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Environmental status

*Spreading the awareness about the pollutionand its effects

*

*Associations with TV channels such as NDTVand star news for the weather bulletinforecast

*

*Free pollution control camps

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Future Prospects

*Diversified into bottled water

*

*As a result of entering into the retail business

the company launched 'Tornado vacuumcleaners and Aquaflo water purifiers.

*

*Undisputed market leader

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An everlasting story

*FGL buyouts Eureka forbes from Electroluxfor Rs 317.7 million.

*

*Going Strong