Summer Internship Program at Luminous Power Technologies

Submitted By: Harshita Kapur Roll No: 41

Objectives of the study

Gather information on distribution schemes offered to retailers by existing companies Behavior of the electrical goods market Retailers response to companys new venture

Methodologies
Primary Research Interviews Area coverage in markets of west and North Delhi Qualitative analysis of the data

Organization: Luminous Power Technologies

A leading company delivering high quality power products for home and commercial applications. Vision To be a global leader in the field of Packaged Energy, Power Products, Distributed Power Generation and Environment friendly new Technologies. Mission deliver superior products at competitive prices to our worldwide customers and superior financial performance to our stake holders by constant innovation in technology and constant improvement in operational efficiency.

Products: Luminous Power Technologies

Inverter Battery UPS DG Sets Solar Photovoltaic Modules

Value Addition to Company

Create brand strategies Convenient to conduct business Communication about the product List of retailers interested in purchases

For dealers list, click here

Electrical Market Scenario in India

Indian government has envisioned augmentation in the capacity of power generation would be 86,500 MW in 12th plan period. A blueprint for investment is drafted for the distribution & transmission segments with an eye to domestic electricity plan and the Integrated Energy Policy.

Vision 2022 for Indian Electrical Equipment Industry

To make India the country of choice for the production of electrical equipment and reach an output of US$ 100 billion by balancing exports and imports.

Findings

khaitan 12%

polar 1%

havells 24%
usha 11%

bajaj 20%

crompton 32%

Major brand visibility of Fans in shops

Major brand visibility of wires in shops

plaza 19% polycab 16%

kalinga 20%

havells 24%

rr Kabels 4%

v guard 0%

finolex 17%

Major brand visibility of Switchgears in shops

Indo Simon Toyoma 0% 0% Legrand 12%

GM 0%

Philips 7%

Schneider 9%

Anchor 42%

Havells 30%

Major brand visibility of MCB in shops

Legrand 15%

L&T 15%

Havells 46%

Hager 5% HPL 3% Schneider 7%

Indo Asian 9%

Best Distribution offers by companies in Fans

crompton 2% khaitan 5% bajaj 9% usha 4% no one 29%

orient 13%

all 13%

havells 25%

Best Distribution Offers by Companies in Wires

Indo polycab Asian Plaza 2% 2% 2% finolex 7% all 11% L&T 2% havells 28%

kalinga 18%

no one 28%

Best Distribution offers by companies in Switchgears

philips 4% legrand 5% cona 9%

anchor kalinga amtex 2% 2% 2% L&t 4% no one 29%

all 11%

havells 18%
north west 14%

Best Distribution offers by companies in MCBs

schneider north west 2% 2% L&T 4% HPL 4% no one 29%

legrand 6% indo asian 8%

all 8%

bentex 14%

havells 23%

Distribution schemes
Categories Monetary Commission Free Products Schemes Credit Notes Television, Mobile Sets, Iron, 1 fan free on 3100 Fans Ball pens, writing pads, tool kits, gold coins Cash, 10% discount, gifts like watches and bike through SMS, other free gifts

Scratch Cards

Coupons
Other Schemes

Redeemable Points, Rs.5 or Rs.10 waiver off, cash refunds

Tours and trips-Bangkok, Europe, vouchers with 5% discount, Discounts on Net Prices, tokens on wires, extra Tube sets, Company Profit

Prominent Brand Signages seen outside the shops

halonix

plaza

l&t

indo asian

Kalinga

Philips

anchor

havells 0 20 40 60 80 100 120 140

Prominent signages seen inside the shops

anchor

rr kabels

hpl

bajaj

cona

l&T

plaza

philips

bentex

orient

havells 0 20 40 60 80 100 120

Conclusions
o o o o o o o o Major Brand visibility Fans: Crompton- quality, economical price Wires: Havells Switchgears: Anchor MCB: Havells Best Distribution Offers Fans: no one Wires: Havells Switchgears: Havells MCB: Havells Signages outside the shops: Havells Signages inside the shops: Havells Schemes influenced the choice of brand

Recommendations
Sample Boards Outside signage Loyalty Sales service Target cities Joint venture Focus Market visibility

Limitations
Limited Research Time Survey timings Retailer lack of participation Less number of participants Reciprocation of questions by respondents