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PROBLEM STATEMENT
GOALS
To become a top player in fan market with doubling profitability and maximum reach Strengthen the brand, distribution channels, sales network & building efficient after sales service Enter into the LED lighting business with efficient go to the market strategy
HYPOTHES IS
How big is the market size, Finding customer segments after analyzing requirements Brand loyalty, customer acquisition and retention Consumer awareness through BTL activities Revenue model to explore price structure
Largest and oldest brand of fan manufactures in India, Indias leading brands in Fans and lighting solutions (20% market share) Came with new innovative PSPO technology with more air every corner Vast organized and responsive after-sales network Orients green initiative of developing technology that conserves energy with PSPO and OLO Technology in Fans & CFLs respectively One of the largest retail networks in India with 80000 outlets
ORIENT ELECTRICAL S
INTRODUCTION
MARKET SEGMENTATION
Table/ Wall / Pedestal (TPW) Fans, 20%
Exhaust fans, 10%
Exhaust FANs
Launch a new range of Fresh air fans in the economy and sub-economy segments
PROMOTION STRATEGY
Television as the main media Important to create high aided and unaided brand recall related to the fans category in the minds of the consumer Target organized customer segment was mainly the metro, Class I and Class II markets
Initiate various Ground level activities by hiring promoters in key wholesale and large retail markets for fans Attractive POPs, Display schemes and Mystery Customer Contests were also run for the dealers for better display of products and packaging on the retail shelves by the retailers and for a Channel Push Initiate direct dealer network which increase the sales performance Attractive margins should be given to dealers & ensure healthy Trade margins Supplying fans directly to major fans retailers and whole sellers and allowing for adequate width of distribution as per the market forces
Distribution Strategy
LEDs now have come out from behind the screen and are gaining acceptance for lighting homes and businesses
The LED lighting market is hitting its stride, boosted by government efforts to support the energy industry
The worldwide high-brightness LED market grew from $12.5 billion in 2011 to $13.7 billion in 2012
The market is growing globally and in the forecast period and this trend will continue with a CAGR 18% As market demand grows, the cost of production can be reduced by realizing economies of scale. LED technology rapidly replacing existing lighting market Other target segments can be Mobile LEDs and Vehicle LED market
VARIANTS OF LED
OUTDOOR LIGHTING STREET LIGHTING
TUNNEL AND UNDERPASS LIGHTING FLOOD LIGHTING PARKING GARRAGE LUMINARIES HIGH POLES LIGHTS