EUREKA FORBES –

THE DIRECT
MARKETING PIONEER

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The History of
Eureka Forbes

• 1909- Fred War dell launched vacuum cleaners

under brand name of eureka

• Followed direct marketing

• Market leader in vacuum cleaner industry

• 1915- received the ‘Grand Prize’

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 History Cont…

• 1945- diversified in new manufacturing

businesses

• 1960- merged with ‘National Union

Electric’

• 1974- Electrolux purchased ‘Eureka

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History Cont….

• 1981- Eureka brand came in India through Eureka

Forbes, joint venture with FGL

• Began operations in Delhi

• 1982- launched ‘Euroclean’

• Mid 1990s company diversified

• 1995- launched ‘Tornado’ and ‘Aquaflo’

• 1997- electronic security solution ‘Eurovigil’

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• Forbes followed the globally “tried and
tested” direct selling strategy –popular in
India
• Awareness about the product in the Indian
market before it sold Eureka as a brand
• Sales personnel were highly motivated and
targeted the right people
• Continuous innovations in the basic product
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motivated the customers to buy
• Sales people were trained to be customer
friendly

• Demonstration of the product at the

customer’s place

• Due to the attractive product features, design

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and layout, it had huge demand
SERVICE

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Retail Marketing

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Change of Advertising
Strategy

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 Providing
Environmental Care
and Rationale Behind
that

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Without Electrolux ????

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 Eureka Forbes:
Customer Centric
Approach
Eurochamp

Eurovalu
Aquaguard
e
Aquasure
Euro
Infinite
helpline
Water
solutions

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Customized Water
Solutions

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Opportunities

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Threats ??

New
Entrants :
Philips
Whirlpool
HUL

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Eureka Forbes :Quality
after sales services

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THANK YOU

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