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CASE STUDY COMPETITION

BY: TEAM PROCRASTINATORS NENAVATH VENKATESH BHUPESH M

SHANTHIKUMAR SHAMANTHULA
VIJAY KRISHNA ROKKALA

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 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

HYPOTHESIS

ORIENT ELECTRICALS

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

INTRODUCTION
MARKET SEGMENTATION
Exhaust fans, 10%
Table/ Wall / Pedestal (TPW) Fans, 20%

FAN MARKET IN INDIA

India is tropical country so fan's necessary The Indian market is estimated at 2.5 million fans per month and it is growing at 10% per annum Distribution is well developed with around 100000 selling points for fans Different variants available in Indian market are Ceiling Fans, Pedestal, Table, Wall, Multi utility, Exhaust fans

Ceiling Fans, 70%

THE MARKETING STRATEGY

PRODUCT WISE STRATEGY IN FAN CATEGORY

CEILING FANs
TPW FANs

Launch high quality decorative fans with better designs in the premium segment. Launch high quality decorative and non-decorative but contemporary fans in the Economy Segment corresponding to the consumer needs of this segment. Launch basic products without any frills to meet the needs of sub-economy segment aimed at providing an up-gradation platform to the customer from the unorganized sector Launch a new range of TPW fans in the premium and economy segments

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

INCREASING BRAND VISIBILITY

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

Distribution Strategy

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

ENTERING INTO LED MARKET

Led lighting systems are the next-generation lighting systems. For years, LEDs have been known more for backlighting than for lighting, illuminating displays rather than places.

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 OLEDs are replacing liquid crystal display (LCD) screens in some smartphones

VARIANTS OF LED
OUTDOOR LIGHTING STREET LIGHTING INDOOR LIGHTING BULBS

TUNNEL AND UNDERPASS LIGHTING FLOOD LIGHTING

PARKING GARRAGE LUMINARIES HIGH POLES LIGHTS

SPOT LIGHT T8 TUBE

DOWN LIGHT PANEL LIGHT