Eureka Forbes - The Direct Marketing Pioneer

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

Case Details:


Case Code : MKTG022 For delivery in electronic format: Rs. 300;
For delivery through courier (within India): Rs. 300 + Rs. 25 for Shipping & Handling Charges


Direct Marketing
Case Length : 11 Pages
Period : 1999 - 2001
Pub Date : 2002
Teaching Note : Available
Organization : Eureka Forbes Ltd.
Industry : Varied
Countries : India


The case examines the strategies adopted (over the years) by leading consumer appliances company Eureka Forbes in India. The case explores how the company built up the vacuum cleaner and water/air purifier markets in India from scratch through its direct marketing efforts.

The various initiatives to ensure good customer service and enhance customer satisfaction are examined in detail. The case also discusses the company's attempt to enter the bottled water business, its decision to increase the thrust on the retail business, and the problems between its owners, Forbes Gokak Ltd. and Electrolux.


Understand the applicability of the direct marketing model to the household appliances category vis-a-vis the traditional retail channels.


  Page No.
No More Direct Marketing? 1
Background Note 2
Eureka Forbes - Starting From The Scratch 3
Future Prospects 6
Exhibits 8


Strategies, adopted, consumer appliances, Eureka Forbes, vacuum cleaner, water,air purifier, markets, India , direct marketing efforts, good customer service, enhance customer satisfaction, bottled water business, retail business, Forbes Gokak Ltd., Electrolux.

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