Eureka ForbesThe Direct Marketing

Pioneer

History

• 1909, Detroit : Fred Wardell launched

vacuum cleaners under the name «  Eureka

»

• Established itself as market leader in

Vacuum cleaner industry by adopting direct

marketing and personalized services

• Electrolux buys Eureka-Williams in 1974

• Comes to India in JV with FGL- named

Eureka Forbes

• Euroclean & Aquaguard

Journey in India

• Had to establish the concepts of Vacuum

cleaners and Water purifiers before selling.

• Core strength : Dynamic highly motivated

salesforce

EUROCHAMPS The friendly man from Eureka

Forbes

• Gained foothold after initial hiccups through

many sales and marketing strategies

Sales Management @

Eureka Forbes in India

Sales Objective •To provide an innovative product range through Direct Marketing•To make the people aware of health and hygiene

Nature and Role of Selling •Direct marketing through 5000 salesman and 400 branches

Image of Selling •“The Friendly man from Eureka Forbes”•Instilled more confidence and acceptability in consumers

Sales Organization @

The It Initiatives- the B2E strategy

Weekly sales reporting by salespersons

More efficient inventory management

Online ranking profiles of Salesmen

Efficient Sales Force Managemen

t

CRM @ Eureka Forbes

• Annual Maintenance Contract

• Operation Red Zone and Mobile

service for customers from

specific places

• Water labs

• Euroclean Home Contest

• 24 x 365 virtual call center

• Discounts to dedicated

customers

“ A relationship doesn’t end with sale. It actually

begins.”

Sales Functions and Policies @

Changing with time….

• Increase in consumer focus : Advertising

Strategies

• Consumer Training Drive

• Online Training sessions for new

salesforce

• Eureka Forbes Institute of Environment

• Television initiatives

• Pollution control camps

• Led to increase in customer base, sales

turnover and clientele

Personal Selling @

AIDAS Implementation by

Eureka Forbes• impending importance of vacuum

cleaners and water purifiers was stated with their degree of indispensability

Attention

•Eurochamps presentation delivery was tailor made to portray the major aspects of a product and its benefitsInterest

•Eurochamps dealt with the objections tactfully and clarified them

Desire

•Gracious acceptance and delivery of orders

Action

•Maximum Importance given to post-purchase relationship with the consumersSatisfaction

Personal Selling Approach

Prospecting

Pre-approach

Approach

Sales Presentation

Post Sales Follow up

Recommendations

SETTING UP ALTERNATIVE

AND NEW RETAIL

CHANNELS

AQUASURE

AUGMENTATION OF THE TARGET

MARKET

NEW MEANS OF MARKET

PENETRATION

Recommendations

VENTURING INTO INFINITE

SOLUTIONS

NEW TECHNIQUE OF REVERSE

OSMOSIS

TARGET MARKET EXTENDED TO

INSTITUTIONAL BUSINESS

EXPLORING POSSIBILITIES IN THE NANO TECHNOLOGY

SECTOR

Thank You