Its a presentation on a case study about Eureka Forbes when they entered indian market

1. Submitted To:
Prof. Anoop Ohri
Submitted By:
Umesh Kumar
Rajkaran Chhina

2.  In 1909 Fred Wardell of Detroit, Michigan
launched a vacuum cleaner company that
soon acquired a worldwide reputation for
high quality products, excellent relations with
its customer and dealers, and solid marketing
programs. That reputation continues today,
with Eureka ranking as a major leader in
home cleaning products.

3. Versatile
Sleek Lightweight
Eureka
 In 1913 Eureka launched six different models
& offered various add-ons for cleaning
floors,walls,upholstery & crevices.

4. 400
5000

5. Jury of Electrical Experts
San Francisco International Exposition

7. 1929

8.  world war II Eureka had to stop production and its
business suffered to a great extent for a couple of
years.
 1945 it merged with leading heating and air-
conditioning equipment manufacturer William Oil-
O-Matic, which was renamed as Eureka-Williams.

9.  Over the next years, it diversified into the
manufacture of oil burners & government
defense equipments.
 1960 it merged with electronic good
manufacturer National Union Electric and also
manufactured a battery operated automobile
named Henney Kilowatt.

11. Normal
1983 and then Electrolux
expanded in 1997
El Paso Juarez
Worlds Largest Vacuum
Cleaner Manufacturing

13. 1982 Aquamall Water Solution
Ltd. Subsidiary to manufacture
its products
1985 Established its Dealer sales
division
1986 industrial sales division
1989 exports division
Operations begin from Delhi with just 10 sales
representatives.

14.  In 1997 Eureka Forbes diversified into electronic
security solutions under the brand name
“Eurovigil”.
India
 Direct selling
 One of the first direct selling companies

15.  The company employed dynamic, highly
motivated individuals, called „ Eurochamps‟,
who projected the image of “ The friendly
man from Eureka Forbes”

16.  It suffered a setback in 1992-93, when profits
declined by 50% in comparison to previous year.
 However it gradually gained acceptance in
Indian market & sales picked up.
 The company began advertising various media
initially to familiarize its target segments,
housewives, with its products & introduce it to
its sales force.

17.  helpful salesperson who solved the problems
of housewives.
 Models appeared as Friendly and trustworthy
i.e. T.V. actors

18.  Customer Care Network with over 400 CRC,
covering over 98 towns
 „annual maintenance contract‟
 mobile service van(Mumbai,New Delhi)
 Operation Red Zone
 Water Labs (Mumbai,New Delhi,
Kolkata,Chennai,Banglore and Ahemdabad)

19.  new water purifier against their old model at
a discounted price .
 Euroclean home contest
 Service call back guaranteed with in 48
hours

20.  Call Center for customer service
 With in a year 5 more CRC
 B2E (business to employee) exercises and
employees asked to report weekly instead of
monthly.
 Ranking the salesperson according to their
performance

21.  Regular information to suppliers and email
identities .
 Online training sessions by managers
 Enabled its water labs to work online

22.  Net profit Rs 56million in 1995-96
 Rs 2.29 billion in 1997-98

23.  Direct selling policy changed
 Consumer training drive with a pager number
for demonstration and training by
salesperson.

24.  Advertising Policy Changed
 Maidservant using a vacuum cleaner
 Entered the water bottle market

25.  Eureka Forbes Institute of Environment.
 Daily measurement of air pollution in 8
metropolitan cities with NDTV and aired on
star news, also published on website like
www.ndtv.con and www.webhealthcare.com
 Held free pollution control camps in 10
metropolitan cities

26.  Eureka forbes built a customer base of 2.5
million by 1999 and recorded a turnover of
Rs 3.08 billion for 1999-2000.
 Besides the household segment ,its client list
included leading hotels such as The TAJ ,The
Oberoi ,The Centaur ,Four Seasons ,Orchid
International, Leela Kempenski and
corporates such as Mahindra & Mahindra
,TCS , Bajaj auto ,Wipro Fluid and Telco

27.  2001 Turnover of Rs 3.68 million ,32% of
which came from vacuum cleaners and 45%
from water purifiers.
 2002 undisputed market leader
with 75% and 85% market share and vacuum
cleaners and water purifier.

28. • Asia‟s largest direct selling
company
• Customers base of more than 6
million happy families
• Operating in over 131 cities and
398 small towns

29.  1500 customers connecting everyday
 A 10,000 strong dealer sales network
 A 58 distributor strong Institutional Sales
Network
 4500 company trained technicians
 Supported by Call Centers, Customer Care
Representatives & Mobile Service Vans

30.  Ranked among India's Most Admired Consumer
Durable Companies
 Best Employers (4 times in a row)
 Winner of 'Most Admired Knowledge Enterprise'
MAKE- Asia Awards
 A case study at the prestigious Harvard Business
School
 Winner of awards on Customer
Responsiveness
 Winner of Water Digest awards

31.  We are in close and constant touch with our
customers, listening to them and
understanding their needs
 We have created exciting new products and
services to satisfy their needs
 We have educated them to change their
perceptions and practices

32.  We make a special effort to let the bonds of
friendship endure through service, post
purchase training and a host of other
customer care incentives
 Everyone in the company strives to make our
customers 'Friends For Life'

33.  „Nana Nani Parks‟ for our senior citizens
Inaugurated in 1999, "The Year of Senior
Citizen"
 Safe drinking water to earthquake victims in
Bhuj and cyclone victims in Andhra Pradesh

34.  Frost & Sullivan honored Eureka Forbes
Limited with dual awards, 2009 Best
Company of the Year Award in the Indian
Residential Point-of-Use Water Treatment
Systems Market and 2009 Customer Service
Leadership Award in the Indian Residential
Point-of-Use Water Treatment Systems
Market.

35. Happy healthy and pollution free
environment made on trust and lasting
relationships with customers.
Mission
To build sustainable relationships
Values
Mutual respect and trust

36. To become a 1000 Crore Company

37.  Direct selling and with the use of
Eurochamps. Eurochamps were friendly
employs from Eureka forbes. The smartly
dressed salesman would come to their
houses and show how air/water purifiers
worked.
 Annual maintainance contract
 Operation red zone
 Mobile service vans
 Water labs

38.  The company planned to spread over its
products available in retail outlets through its
dealer network, spread across 2600 dealers.
 10% from dealer channel and 75% from direct
selling.
 It wanted to be a one-stop-shop for products
related to providing pure water.
 Expertise said its new in market so it would
have tough time.

39.  Different theme of advertisement, because
people were letting servants to use other
products but not vacuum cleaners.
 Training to salespersons
 Nana nani park
 Free pollution control camps

40.  Yes, ofcourse. It has reached the top now, it
has been there for years.
 It believe that a good relationship with the
customer is very important.
 They emphasis on after sale services resulting
customer loyalty.