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Eureka Forbes Case

Satisfactory Essays

Marketing Management-II
Written Case Analysis

Eureka Forbes Ltd.:
Managing the Selling Efforts (A)

Submitted by: Section 'E' Group 13
Roll No Name
2013IPM117 SUPREET SINGH
2013IPM099 SURYANSH SINGAL
2016PGP402 SUVINAVA BASAK
2016PGP408 TANVI MAHESHWARI
2016PGP412 UTSAV MAHTO

I. Case Facts:
• Eureka Forbes which started in the 1980’s is selling innovative products aimed at improving the lifestyle of people. Water purifier and vacuum cleaners are two of their premium products
• Their selling system was completely new in the regards that their sales force was directly involved in interacting with the customers. There were no middlemen involved
• Selling the items required intensive customer interaction, presentation and …show more content…

It is mainly based on the subjective judgements of the people. Due to this it may be possible that an efficient EuroChamp may not be recruited due to poor judgement skills of the recruiter.
• Training received was not apt and was certainly inadequate. They focused how to increase the customers, but they ignored the art of responding to the customer objections.
• The commissions were directly related to the sales.
• Less attention given to building customer relationships.
• The job is a very high pressure job. Too much emphasis on target sales have led to psychological pressure on the sales reps.
The New compensation system- “Bettering the Best”
• The New compensation system was designed to give award points to the sales person for successful completion of various stages of selling process like making a call, giving a demo, closing the sale etc. The compensation was linked to the points scored by the salesperson
• The scheme also included daily recognition of the EuroChamp couple with a maximum monthly reward of Rs.500

II. Problem Statement:
• The current compensation system at Eureka Forbes compensation rewarded was directly depended on the number of confirmed sales by EuroChamps
Achieving maximum sales was the sole objective, how it was achieved was not emphasized …show more content…

Implementation of the new system would rely heavily on the leadership of his senior managers and the sales management team that had come up through the ranks based on the old system might not be up to the task.
III. Causes of the Problem:
• EuroChamps performed the demo in a mechanical manner. Instead of educating the prospects, EuroChamps seemed to focus only on completing their demo
• Due to poor training and support, they repeatedly missed prospects' visible cues signalling their interest to buy which created hindrance in closing the deal
• The art of responding to customer objections and doubts was missing
• Damaged and unclean demo equipment worsened the problem
• Enthusiasm among regional heads to train and coach EuroChamps was not present. They were busy in managing their daily responsibilities and sales targets
• Compensation plan was linked to the end result (closure of sales) and not to the means to achieve it
• There was no incentive for senior reps to train new recruits who encroached the territory of existing senior reps
• Market for these products was limited in a country like India

IV. Decision Criteria:
Option 1: Continuing the current system
The Current Compensation System
PROs CONs
• Result oriented as commission is impacted by

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