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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%
CEILING FANs
TPW FANs
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