2. About Eureka Forbes
• Eureka Forbes, part of the Shapoorji Pallonji
Group.
• EFL was started in 1982 as a joint venture between
the Forbes (India) group and Electrolux of Sweden.
• Business under Mr. Suresh Goklaney’s leadership.
• Being Asia’s largest direct sales organization it is a
12 billion INR, multi product and multi channel
corporation.
2

3. Euro Champs
While recruiting, EFL Targeted
young men in early 20's from middle
class
Extroverted, enthusiastic,
outgoing and effective
communication skills
Financially needy made them
driven and young age made them
enthusiastic

4. Euro Champs
Recruited from second-tier colleges through
recruitment sessions
Second tier college students may not have any better
placement offers and would take up offer
Through Friend-Get-A-Friend
A current Euro Champ knows the qualities needed
and would be able to recommend friends with the
qualities

5. Educating
Customers
Maintaining
Prospecting Relationship
s
Euro
After Champ Monitoring
Sales Tasks Competitio
Service n
Installation
and Gathering
Demonstrat Feedback
ion

6. How Euro champs are Motivated
 Image makeover : Social Service
 Own your own bike
 Focus shifted to quality rather then quantity of sales
 EFL established centralized training and recruitment
center
Recommendation –
 Success stories of Euro Champs portrayed on billboards
& Euro champ magazines
 Introduce psycho-therapist services for Euro Champs
 Gym or swimming pool etc for relaxation

7. Dealing with sophisticated customers
Recommendations:
Hire management professionals as team
leaders for providing assistance to Euro
Champs for closing sales.
Send E-Catalogs on hand held devices or Email
Id’s.
Flexible appointment timings for high end
customers.

8. Marketing Mix : Product
Product Levels :
Core Benefit – Pure Water
Basic Product – Water Purifier
Expected Product – Water storage facility
Augmented Product – EMI Schemes
Potential Product – Inbuilt Water cooling and heating
system (Recommended)

9. Marketing Mix : Price
Price range
• Water Purifiers: Rs.1,990 to 18,990/-
• Air Purifiers: Rs. 4,600 to 19,990/-
• Vacuum Cleaners: Rs. 800 to 25,000/-
Pricing Strategies:
Market Skimming - Gradual decrease in price
Value Pricing – Strong brand with lower price

10. Marketing Mix : Place
Door to door selling ( 0 level )
Interactive website ( 0 level )
Multi-Branded consumer durable retail
showrooms- Eureka Forbes ‘Home Store’
Industrial/ Corporate Selling

11. Marketing Mix : Promotion
 TV advertising
 Magazine
 Newspaper advertising
 Placing adds and promotions online
 Eureka Forbes Institute of Environment
 Promotion through CSR activities
– Installation of Water Purifiers when Mumbai was submerged
– Water Purifiers installations during Tsunami
Recommended:
 Health awareness programs in schools
 Developing gaming apps for mobiles and pods

12. Brand Management
Eureka Forbes.avi
Portraying Aqua Guard synonymous to water
purifier
Friend for life
Friend to society (CSR )
Friend of environment(Euro Rainwater
Harvesting Program)
Pani ka Doctor

13. Levels of Brand
 Attributes
– Durable Product
– Technologically advanced (RO, UV technologies, Euro-
clean Launches “Robocleanz”)
 Benefits
– Functional (Long lasting)
– Emotional (Health benefits)
 Values
- High performance
- Friend to Society

14. Competitor analysis
Industry Point of View:
 Pureit (HUL)
 KenStar Water Purifier
 Whirlpool Water Purifiers
 Luminous Water Purifiers
Market Point of View:
 Boiled Water
 Packed Water Bottle
 Earthen pots

15. Product Extension
• Related Diversification
– Water Purifier
– Packaged drinking water
– Air Purifier
– Vacuum Cleaner
• Unrelated Diversification
– “EuroDiya”
– Eurovigil

16. Product Life Cycle
Sales
Saturation
Maturity
Decline
Growth
Launch /
Introduction
R&D Time line

17. Product life Cycle – Vacuum Cleaners
• In 2010, the penetration of vacuum cleaners reached only
1% in India that means its product life cycle is neither in
declining stage nor in maturity stage. It is in the emerging
stage and has huge potential for growth
• Vacuum cleaners is not considered an essential type of
consumer appliance in the majority of Indian households.
• In 2010, retail volume sales increased by 11% to reach
364,000 units.
• Eureka Forbes dominates vacuum cleaners market with a
72% share of retail volume sales in 2010.
• The company offers a wide range of products through its
distribution network of 7,000 direct sales staff.

18. Recommended positioning of vacuum
cleaners
• Dusting, sweeping and swabbing are the most commonly
adopted methods to keep one's house clean. But does
visible cleanliness alone ensure a hygienic place?
• Did you know that the bed where you and your child sleeps
and the woolen blankets have millions of germs?
• These air borne germs harmfully affects almost each and
every member of the household.
• What is the possible way out?
• VACUUM CLEANING... Complete, healthy, hygienic!!! The
only efficient, convenient, time-saving way to thorough
deep cleaning.