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Second Group Assignment

Course: Name of the Faculty:

Subject : Product and Brand Management

Group Number : 30

Group Members:

1. Please identify 2 cases of "Innovative Brand Building" at the ground level(below the line marketing activities).
Ans.
Eureka Forbes is example of one of the best brand made by below the line marketing activities. Eureka Forbes was born in 1982 ans is a part of Shapoorji Pallonji Group. It was the first to introduce domestic water purifiers - the Aquaguard - model - as well as vacuum cleaners to India in 1982. The company operates in over 450 cities and towns in India and with a channel of 18000 dealers. Now it has become an over Rs. 17,767 mn. multi-product, multi-channel organisation and has over eight million satisfied customers.
To introduce previously unknown products to a society in which nationwide commercial campaigns were impossible as in 80s Television media was very weak and coverage was very small part of the society, the company pioneered direct selling in India. The Eureka Forbes salesmen were a tremendous success. They are now Asia's largest direct selling organisation with a 5,000 strong direct sales force touching 1.25 million Indian homes and adding 1,500 customers daily.

The huge success of Eureka Forbes made Aquaguard synonym for water purifier in India.
Along with direct marketing they have done lot of below the line activities. It recruited dynamic and highly motivated people who projected friendly people from Eureka Forbes. They use to visit houses and practically shows how their product is indispensable. Initially it started with metros but soon began visiting smaller towns.
Eureka Forbes believes that a sale is only beginning of the relationship, so they projected themselves as “Friends for Life”. The strive to be in close touch with the customers and to understand them by listening their requirements. The company made

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