PRODUCT MANAGEMENT

ASSIGNMENT NO 1

MAPPING THE PRODUCT MANAGER’S BIG IDES

MBA (E)- WEEKEND BATCH SEM II

PHILIPS LED VS SYSKA LED

SUBMITTED BY:
ADITI GHOSH PRN NO 18020448044
ABHIJEET SARKAR PRN NO 18020448045
 LED MARKET IN INDIA
NUMBER OF PLAYERS
• PHILIPS

•OSRAM

•HAVELLS

•WIPRO

•BAJAJ

•EVEREADY

•SYSKA

•OREVA

•SURYA 2
Industry Electronics, Healthcare

Founded Royal Philips - 15 May 1891, Eindhoven

Philips Electrical Co. (India) Pvt Ltd -1930 Kolkata

Headquarters Amsterdam
Frans Van Houten(CEO),
Key people
Krishnakumar (CEO India)

Consumer Electronics, Household

Products
Appliances, Medical Systems and Technology

Revenue 5,363 Million Euros (2017)

Prominent Brands Philips Hue LED, Avent, Kitchen and Household

Appliances
Brand Ambassadors Ranbir Kapoor
3
Industry Personal care, Home Appliances, Electronics

Founded Shri Sant Kripa Appliances Pvt. Ltd - 1989

SYSKA - 15 May 2012
Headquarters Syska House, Lohegaon, Pune
Mr. Govind Uttamchandani - Managing Director
Key people Mr. Rajesh Uttamchandani - Director
Ms. Honey Uttamchandani - Director
Consumer Electronics, Home Appliances,
Products Personal Care

Turn Over Rs 900 crore FY 2017-18

Prominent Brands SYSKA LED, WIRES
Brand Ambassadors Irfan Khan, Amitabh Bacchan
4
PHILIPS LED LIGHTINING PRODUCTS

GreenLine Xtra GreenLine Gen2 TempoLED

LED Step-light

FloodTune LED Spot

SYSKA LED PDTS

Rocket LED Bulb LED SRL Bulb

Panel Lights

Smart Lights
Promotion: Philips uses omni channel to promote its brand and products. The
company is engaged in promotional activities on TV, radio, print, social media, events
and sponsorships as a part of its marketing strategy.

Communication Strategy
The core of the idea was a 2 minute music video that featured today’s biggest
superstar Ranbir Kapoor recreating the magic of the popular Bollywood number “Saara
Zamana”

In the music video Ranbir Kapoor

was featured in a suit of LED
lights to exaggerate the
concept of “See what light can do.”

The ‘Saara Zamana’ music video on YouTube got 1.6 million views within the first 20
days along with trending on the YouTube home page establishing a connect with the
consumers. https://www.youtube.com/watch?v=GIDDZ_LXXjY
Event Marketing Strategy
Philips also engages in sponsoring various events and sports team like
Australian Rugby, F1 race and India Commonwealth games.

Philips Lighting at festivals

USP

●
Improving people’s life through meaningful innovation
●
Competitive Pricing
●
The brand has played its price card offering discounts and
various coupons under its sales schemes.

- It has joined in active programs for “Green

●

Product Sales” ,under this, it takes care of

energy efficiency, reliability, wastes and
recycling.
SMARTLIGHTS
FOR HOME DECOR
ENHANCING LIGHTING AT OFFICES SPACES
SYSKA WIRES AND CABLES
COMPLETE SOLUTION OF LIGHTING ALONG
WITH LED
ELECTRONIC GADGETS
OFFERS ANTIVIRUS SECURITY
Promotion: Syska is a reputed brand that has adopted intensive marketing policy to
create positive visibility in the consumer market. It has launched informative and
trendy ad campaigns via electronic and print media that can be viewed in popular
channels of television, radio, magazines, newspapers and billboards in highly
populated areas for maximum exposure.

Communication Strategy
Syska releases a new LED ad campaign

Syska LED has launched a new TVC

‘Syska...Harr Shaam Aapke Naam!’
starring celebrity brand ambassador
Irrfan Khan.

The TV commercial was aired during Diwali season which caught the attention of the
consumers and the screen presence of Irfan Khan made an absolute connect.
https://www.youtube.com/watch?v=R5l3JewYASc
Expanding the reach....

In a step towards rapid expansion and diversification Syska entered in the wires and
cables business and roped in Amitabh Bachchan as the brand ambassador. Syska is
in line with government’s mission of Make in India and has made a total investment of
over 350 crores to set up manufacturing units in various parts of the country.

Link of the commercial...https://www.youtube.com/watch?v=DX0RRhjidnw

USP

●
Effective marketing strategy through TV
commercials and movies
●
The LED brand was promoted during the
release of movie ‘Piku’

●
competitive pricing range provided to
the consumers without compromising
on the quality of the product