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Direct Marketing by Eureka Forbes
Eureka Forbes followed the globally 'tried and tested' direct selling route for
marketing its products in India, thus becoming one of direct selling
companies in India. Vacuum cleaners and water purifiers new concepts
for Indian consumers, who had till then followed only the methods of
cleaning and filtering. Therefore, Eureka Forbes had tQ-first the concept of
vacuum cleaners and water purifiers in India before sell 'Eureka' as a brand.
The company believed that its core strengthi was its people. It employed dynamic,
highly motivated individuals, called 'Eurochainps,' who projected the image of 'The
friendly man from Eureka Forbes.' 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 'ioj_tial!y targeted the metros but soon began visiting
smaller cities and towns also-.:-'" ---
Though the company it suffered a setback in I 992-93, when
profits declined by 50% Itt to the previous year. The following year, the
company even its :first-ever loss of Rs 42.5 million. However, gradually
the company's
focusing on the
'friendly salesman' to the 'maidservant' in , ' --- ); ,
3. How can Eureka Forbes benefit from various environmental
protection activities? '
Additional Readings and References: --
1. Dubey, Chandan. _:.. New to Order Strategy for Euro
Clean." The Financial Express. 23, November, I 999.
2. Bhushan, Ratna. "Direct Selling Poised for Rapid Growth." www.blonnet.com.
22, March, 2000.
3. "New Vacuunr Cl'e&ner'
1
from Eureka Forbes." www.business-standard.com.
April,
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4. Mehta, Mona. "ompact Vacuum Cleaner: Eureka Forbes Plans Aggressive
F .
Sales Strategy." www.fmanctalexpress.com. 22, June, 2001.
5. Dua, AartL "Double Departure at Eureka Forbes." Business Standard.
01, May, 1999.
6. "Eureka Forbes First-Half Net Profit Rises to Rs 8.10 cr." www.business-
standard.com. 03, December, 1997.
7. "Eureka Forbes PBT at Rs 21.48 crore." www.expressindia.com.
24, June, 1998.
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Direct Marketing by Eureka Forbes
8. Sen, Shunu. "Networks Can Work for Consumer and Personal Goods."
www.blonnet.com. 04, January, 2001.
9. Sen, Shunu. "Brands That Don't Shout to be Heard." www.blonnet.com.
20, June, 2002.
I 0. Zachariah, Reeba. "Brand Rights Hold Up Deal on Eureka Forbes." Business
Standard. 22, July, 2002.
II. www.eurekaforbes.com
12. www.webhealthcenter.com
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