Eureka ForbesSubmitted To:

Prof. Anoop Ohri

Submitted By:Umesh KumarRajkaran Chhina

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.

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

Eureka

SleekVersatile

Lightweight

5000400

Jury of Electrical Experts San Francisco International Exposition

1915

Grand Prize

1919

2000 Vacuum Cleaners/ day 3.5 Acres

No.1 Vacuum Cleaner Company

1929

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.

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.

But not for long

1974

Eureka-Williams

Electrolux

Normal

Juarez

El Paso

Illinois

MexicoWorlds Largest Vacuum Cleaner Manufacturing Facility

1983 and then expanded in 1997

1974

1981Electrolux brought the Eureka brand to India in 1981 through Eureka Forbes, a joint venture with FGL. While Electrolux held 40% of the stake, the rest 60% was held by FGL(Forbes Gokal Ltd.)

1982

1982 Aquamall Water Solution Ltd. Subsidiary to manufacture its products

Operations begin from Delhi with just 10 sales representatives.

1985 Established its Dealer sales division 1986 industrial sales division 1989 exports division

In 1997 Eureka Forbes diversified into electronic security solutions under the brand name “Eurovigil”.

India Direct selling One of the first direct selling companies

The company employed dynamic, highly motivated individuals, called ‘ Eurochamps’, who projected the image of “ The friendly man from Eureka Forbes”

Eurochamps

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.

helpful salesperson who solved the problems of housewives.

Models appeared as Friendly and trustworthy i.e. T.V. actors

Advertisement

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)

After Sale Services

new water purifier against their old model at a discounted price .

Euroclean home contest Service call back guaranteed with in 48

hours

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

“A relationship does not end with a sale, It actually begins”

Regular information to suppliers and email identities .

Online training sessions by managers Enabled its water labs to work online

Net profit Rs 56million in 1995-96 Rs 2.29 billion in 1997-98 However

Direct selling policy changed Consumer training drive with a pager

number for demonstration and training by salesperson.

1999

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

1999

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

Environment-friendly and hygiene-oriented

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

Result

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.

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

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

Achievements

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

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

Eureka Says

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'

A sale is only the beginning of a relationship 

‘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

A Friend To Society

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.

2009

Happy healthy and pollution free environment made on trust and lasting relationships with customers.

Mission To build sustainable relationships Values Mutual respect and trust

Vision

Dream

To become a 1000 Crore Company

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

A1.

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.

A2

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

A3

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.

A4