MMS-I

Div: B

Presented By :
Deepika Kapoor 71
Neha Manocha 90
Suraj Mirchandani 95
Devashish Nabhi 100
Prayag Panchal 108

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 Marketing Definition
Marketing is the social process by which
individuals and groups obtain what they need and
want through creating and exchanging products
and value with others.

Kotler.

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 Marketing is also defined as “The right product, in the
right place, at the right time, at the right price.”

Hence marketing of every product is very important

since it is the focal point of all business ventures as it
describes how you plan to attract and retain customers
which is the most crucial aspect of a business.

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 About Eureka Forbes
Eureka Forbes, part of the Shapoorji Pallonji
Group's Forbes Gokak
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.

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 Company Profile
The products basically cover Vacuum Cleaners,
Water Purifiers, Air Purifiers and Security Systems
Employees 7000
Workplace locations 243
Business units 4
Concept of‘councillors’and senators’

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 Business Practice
Customer is the sole focus of the business
Achieve maximum customer satisfaction
Strive to honor commitments to both internal and external
customers
Stress on integrity, transparency and consistency in all dealings
Seek to maintain a warm, positive and friendly work
environment
Encourage teamwork, motivate and train employees
Empower people at appropriate levels to achieve their goals
Recognize and reward merit and performance
Strive to make the organisation a responsible corporate citizen.

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Products of Eureka Forbes

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Some of the other products…..

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Sales Approach
Involves three steps:

 Cold calls are made

 Product demonstrations conducted
 EuroCleans (Vaccum Cleaners)and Aquaguards (Water Purifiers) are
then sold by the EFL field sales force.

Why not retail?

Selling the concepts relied on extensive presentation, demonstration,

and customer objection handling. It can only be done through
considerable human interaction and there is just one place that
customers have this time on hand: at home

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 EFL Sales Organization
EFL is split into 3 geographical regions, each led by a
COO.
Common central functions of Finance, HR,
Marketing, SCM, IT and BD support all 3 divisions

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 The Euro champ
The Euro Champ, who is the customer sales specialist takes
the product to the customers’ homes, demonstrates it, and
closes the sale.
Four Euro Champs make up a group led by a group leader

Attitudes and skills required by the Eurochamp :

Minimum 2 years university education, graduates are

preferred
High achievement drive
Reasonable spoken communication and interpersonal skills
Perseverance

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 Facts
One of the first direct selling companies in
India
Basically targeted the segment of housewives
Suffered huge losses during 1992-1993
‘A relationship does not end with sale, it
actually begins’
Changed its advertising strategy in November
1999

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 The new campaign aimed that vacuum cleaners were
easy to use and even maid servants could be trusted
with the product
‘Eureka Forbes institute of Environment’
It also conducted lectures and cleanliness drives in
various parts of the country
It built a customer base of 2.5 million by 1999 and a
turnover of Rs. 3.08 billion for 1999-2000.

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Q ue
stion
s

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 Question 1:
 With changing market conditions, is the direct selling
strategy still the right strategy for a consumer
electronics manufacturer like Eureka Forbes?

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 Direct selling
A method of distribution of consumer goods and
services through personal contact(seller to buyer)
away from fixed business locations, primarily in a
home.

It is also defined as a form of selling without retail

outlets, distributors, wholesalers or any type of
middlemen.

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 Strategic perspective
Direct selling as distribution channel

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Advantages of Direct selling
It is easy,convinent and private.
Consumers can avail best prices as there is no middle
man involved.
Helpful for the companies to build a close and direct
relation with the consumers.
It saves the valuable time of working and busy people.

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 Question 2:
 Analyze the shift in the company’s advertising strategy
from focusing on the ‘friendly salesman’ to the
‘maidservant’ in 1999?

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 Change in Marketing Strategy
Since the company was not satisfied with the growth
of the vacuum cleaner market.
 The product usage was limited because many
housewives found the product bulky and cumbersome
to use in comparison to the broom and cloth duster
that were traditionally used and also the domestic help
was easily available.

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 Also the company observed that majority of indian
consumers allowed their servants to operate their
washing machines but not the vacuum cleaner. Hence
they started the campaign which aimed at establishing
the fact that even maidservants could be trusted with
the product.

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 Question 3:
How can Eureka Forbes benefit from
associating with various environmental
protection activities?

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 Since Eureka Forbes has adopted Environmental
Policy it can get consumer attention because
every consumer are far more aware of the
pollution impact and environmental protection,
and even consider these two factors in their daily
purchasing activities.
 It can build brand equity.
Increase financial value of the brand.

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 Explore business opportunity to international buyers.
More effective use of scarce resources.
Save cost through effective energy consumption.
Increase loyalty of employees.
Win support from stakeholders.

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