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Case
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Reference no. 502-058-1
Subject category: Marketing
Authors: A Mukund; V Sarvani
Published by: IBS Center for Management Research
Published in: 2002
Length: 12 pages
Data source: Published sources

Abstract

The case examines the strategies adopted over the years by leading consumer appliances company Eureka Forbes in India. The case provides a detailed account of 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 taken to ensure good customer service and enhance customer satisfaction are explored in detail. The case also discusses the company''s attempt to enter the bottled water business, its decision to enhance the thrust on retail business and the problems between its owners, Forbes Gokak Ltd and Electrolux. The case is structured to enable students to: (1) understand the applicability of the direct marketing model in the household appliances category vis-a-vis the traditional retail channels; (2) understand the importance of offering the highest possible level of customer service for a direct marketing business and the various ways of offering the same; (3) evaluate the rationale behind a company trying to increase its focus on adopting marketing strategies that are not its core competence (Eureka Forbes decision to focus more on retail rather than direct marketing to households); and (4) determine the various issues involved while deciding to enter new product segments. The case is aimed at MBA/PGDBA students, and is intended to be a part of the marketing curriculum.
Location:
Industry:
Size:
Medium
Other setting(s):
1982-2002

About

Abstract

The case examines the strategies adopted over the years by leading consumer appliances company Eureka Forbes in India. The case provides a detailed account of 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 taken to ensure good customer service and enhance customer satisfaction are explored in detail. The case also discusses the company''s attempt to enter the bottled water business, its decision to enhance the thrust on retail business and the problems between its owners, Forbes Gokak Ltd and Electrolux. The case is structured to enable students to: (1) understand the applicability of the direct marketing model in the household appliances category vis-a-vis the traditional retail channels; (2) understand the importance of offering the highest possible level of customer service for a direct marketing business and the various ways of offering the same; (3) evaluate the rationale behind a company trying to increase its focus on adopting marketing strategies that are not its core competence (Eureka Forbes decision to focus more on retail rather than direct marketing to households); and (4) determine the various issues involved while deciding to enter new product segments. The case is aimed at MBA/PGDBA students, and is intended to be a part of the marketing curriculum.

Settings

Location:
Industry:
Size:
Medium
Other setting(s):
1982-2002

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