eureka forbes ppt[1]

8/8/2019 Eureka Forbes Ppt[1]

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MMS-I

Div: B

Presented By :

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

11/27/2010 1



Marketing Definition

y Marketing is the social process by whichindividuals and groups obtain what they need and

want through creating and exchanging productsand value with others.

Kotler.

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y Marketing is also defined as The right product, in theright place, at the right time, at the right price.

y Hence marketing of every product is very importantsince it is the focal point of all business ventures as itdescribes how you plan to attract and retain customers

which is the most crucial aspect of a business.

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Our case

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About Eureka Forbes

y Eureka Forbes, part of the Shapoorji PallonjiGroup's Forbes Gokak

y

EFL was started in 1982 as a joint venturebetween the Forbes (India) group andElectrolux of Sweden.

y Business under Mr. Suresh Goklaneys

leadership.y Being Asias largest direct sales organization it

is a 12 billion INR, multi product and multichannel corporation.

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Company Profile

y The products basically cover Vacuum Cleaners, Water Purifiers, Air Purifiers and Security Systems

yEmployees 7000

y W orkplace locations 243

y Businessunits 4

y Concept of councillorsand senators

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Business Practicey Customer is the sole focus of the business

y Achieve maximum customer satisfaction

y Strive to honor commitments to both internal and externalcustomers

y Stress on integrity, transparency and consistency in all dealings

y Seek to maintain a warm, positive and friendly workenvironment

y Encourage teamwork, motivate and train employees

y Empower people at appropriate levels to achieve their goals

y Recognize and reward merit and performance

y Strive to make the organisation a responsible corporate citizen.

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Produ

cts of Eu

reka Forb

es

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Some of the other products..

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Sales ApproachInvolves three steps:

y

Cold calls are madey Product demonstrations conductedy EuroCleans (Vaccum Cleaners)and Aquaguards (Water Purifiers) are

then sold by the EFL field sales force.

W hy not retail?

Selling the concepts relied on extensive presentation, demonstration,and customer objection handling. It can only be done throughconsiderable human interaction and there is just one place thatcustomers have this time on hand: at home

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y EFL is split into 3 geographical regions, each led by a

COO.y Common central functions of Finance, HR,

Marketing, SCM, IT and BD support all 3 divisions

EFL Sales Organization

11/27/2010 11



T

he Euro champy The Euro Champ, who is the customer sales specialist takes

the product to the customers homes, demonstrates it, andcloses the sale.

y

Four Euro Champs make up a group led by a group leader

A ttitudes and skills required by the Eurochamp :

y Minimum 2 years university education, graduates are

preferredy High achievement drivey Reasonable spoken communication and interpersonal skillsy Perseverance

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Factsy One of the first direct selling companies in

India

y Basically targeted the segment of housewives

y Suffered huge losses during 1992-1993y A relationship does not end with sale, it

actually begins

y Changed its advertising strategy in November

1999

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y The new campaign aimed that vacuum cleaners wereeasy to use and even maid servants could be trusted

with the product

y Eureka Forbes institute of Environment

y It also conducted lectures and cleanliness drives in various parts of the country

y It built a customer base of 2.5 million by 1999 and aturnover of Rs. 3.08 billion for 1999-2000.

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Q uestion 1: With changing market conditions, is the direct selling

strategy still the right strategy for a consumerelectronics manufacturer like Eureka Forbes?

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Direct sellingy A method of distribution of consumer goods and

services through personal contact(seller to buyer)away from fixed business locations, primarily in ahome.

yIt is also defined as a form of selling without retailoutlets, 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 sellingy It is easy,convinent and private.

y Consumers can avail best prices as there is no middle

man involved.y Helpful for the companies to build a close and direct

relation with the consumers.

y It saves the valuable time of working and busy people.

11/27/2010 19



Q uestion 2: Analyze the shift in the companys advertising strategy

from focusing on the friendly salesman to themaidservant in 1999?

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Change in Marketing Strategyy Since the company was not satisfied with the growth of

the vacuum cleaner market.

y

The product usage was limited because many housewives found the product bulky and cumbersometo use in comparison to the broom and cloth dusterthat were traditionally used and also the domestic help

was easily available.

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y Also the company observed that majority of indianconsumers allowed their servants to operate their

washing machines but not the vacuum cleaner. Hencethey started the campaign which aimed at establishingthe fact that even maidservants could be trusted withthe product.

11/27/2010 22



Q uestion 3:y How can Eureka Forbes benefit from

associating with various environmental

protection activities?

11/27/2010 23



y Since Eureka Forbes has adopted EnvironmentalPolicy it can get consumer attention because

every consumer are far more aware of thepollution impact and environmental protection,and even consider these two factors in their daily purchasing activities.

y

It can build brand equity.y Increase financial value of the brand.

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y Explore business opportunity to international buyers.

y More effective use of scarce resources.

y Save cost through effective energy consumption.y Increase loyalty of employees.

y Win support from stakeholders.

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eureka forbes ppt[1]

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