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  • Everlight International: Team Name: Vimtians Team Members: Anuj Kumar (+91 9886453289) Akshay Vora (+91 9422922065)

    Загружено:

    Akshay Vora
    19 просмотров6 страниц
    Team Everlight International plans to launch a new CFL bulb called EverLight Lyf in India. The Indian lighting market is worth Rs. 14,000 crore currently and is expected to grow to Rs. 37,000 crore by 2020, presenting an opportunity for the new CFL bulb. The EverLight Lyf bulb claims to never fuse and could capture market share from existing CFL bulbs. The team plans to partner with e-commerce sites, state governments, and large retailers for product distribution. An advertising campaign featuring Amitabh Bachchan will promote the bulb's unique differentiator of never fusing.

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    Team Everlight International plans to launch a new CFL bulb called EverLight Lyf in India. The Indian lighting market is worth Rs. 14,000 crore currently and is expected to grow to Rs. 37,000 crore by 2020, presenting an opportunity for the new CFL bulb. The EverLight Lyf bulb claims to never fuse and could capture market share from existing CFL bulbs. The team plans to partner with e-commerce sites, state governments, and large retailers for product distribution. An advertising campaign featuring Amitabh Bachchan will promote the bulb's unique differentiator of never fusing.

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    © All Rights Reserved
    Скачайте в формате PPTX, PDF, TXT или читайте онлайн в Scribd
    Отметить как неприемлемый контент
    19 просмотров6 страниц

    Everlight International: Team Name: Vimtians Team Members: Anuj Kumar (+91 9886453289) Akshay Vora (+91 9422922065)

    Загружено:

    Akshay Vora
    Team Everlight International plans to launch a new CFL bulb called EverLight Lyf in India. The Indian lighting market is worth Rs. 14,000 crore currently and is expected to grow to Rs. 37,000 crore by 2020, presenting an opportunity for the new CFL bulb. The EverLight Lyf bulb claims to never fuse and could capture market share from existing CFL bulbs. The team plans to partner with e-commerce sites, state governments, and large retailers for product distribution. An advertising campaign featuring Amitabh Bachchan will promote the bulb's unique differentiator of never fusing.

    Авторское право:

    © All Rights Reserved
    Скачайте в формате PPTX, PDF, TXT или читайте онлайн в Scribd
    Отметить как неприемлемый контент
    из 6

    Everlight International

    Team Name : vIMTians


    Team Members : Anuj Kumar (+91 9886453289)
    Akshay Vora (+91 9422922065)

    Market Size

    Product Launch

    New Strategy

    Market Size :

    Total Indian lighting industry turnover


    is Rs 14,000 crore in 2015

    Market Size for CFL bulbs in India is


    around Rs 600 crore in 2015

    The estimated turnover of the lighting


    industry pan-India in 2020 is around
    Rs 37,000 crore

    Huge opportunity for new CFL, which


    will never fuse, to capture market of
    CFL bulbs in India

    It can also shift consumers from LED


    to CFL as CFL will be a one time

    Market Size

    Product Launch

    New Strategy

    Power
    Product/Specificati Consumptio
    on
    n
    Light OP
    2735
    Name : EverLight Lyf
    45W
    45KWH
    lumen
    2150
    Product Usage:
    32W
    32KWH
    lumen
    5 Watt: For study lamps , toilets, kitchens
    1450
    23W
    23KWH
    lumen
    etc.
    900
    15/23 Watt: For bedrooms, store rooms etc.
    15W
    15KWH
    lumen
    32/45 watt: For halls, compounds etc.
    300
    5W
    5KWH
    lumen

    Product

    Place

    Partnership with e-commerce platform


    like Flipkart
    Tie Up with State Governments (Tamil
    Nadu)
    Reliance Retail, Big Bazaar and other
    retail chains
    Tie up with large real estate
    companies in India like DLF, Oberoi
    Realty, Godrej properties etc.

    Price
    645
    510
    405
    255
    165

    Price
    Value-based pricing: Value perceived by
    customer
    Product/Specific Lume
    ation
    ns
    Watts Life spam
    9-12
    8,000
    CFL
    450
    watts
    hours
    4-5
    50,000
    LED
    450
    watts
    hours
    8NEW CFL
    450 10watts Lifetime

    Price
    200
    470
    350

    Market Size

    Product Launch

    New Strategy

    Promotion :
    Marketing communication : Point of
    Differentiation (POD) i.e. CFL bulbs that will
    never fuse will be communicated.
    Brand Mantra : CFL bulbs for lifetime
    Message Source : Amitabh Bachchan ( Evergreen
    Star)
    Cost benefit of CFL will be shown with examples
    in Print Ads and OOH media

    Media

    Expenditure in Rs

    Print Ads

    83,96,000

    OOH Media

    104,00,000

    TVC

    532,00,000

    Sponsorships

    5000000

    Promotional
    Events

    10,50,000

    Brand
    Ambassador

    60000000

    Total

    2028,83,209

    Market Size

    Product Launch

    New Strategy

    Price :

    Going Rate pricing strategy will be adopted


    Product will be sold at discount price on e-commerce sites like
    Amazon, Flipkart, Snapdeal etc.
    Margins of retailers will be increased in order to persuade them for
    selling more Everlight Lyf CFL bulbs

    Promotion :

    No celebrity endorsement
    Promotions (P-O-P displays and demonstrations) in Reliance Retail, Big
    Bazaar and other retail chains
    Prizes (contests) : A contest named as My Lyf will be launched. People
    will share their life experiences on social media.
    Special discount on purchase of 2 CFL bulbs

    References :
    http://www.business-standard.com/article/companies/led-market-bul
    lish-on-high-adoption-ratio-115042600758_1.html
    http://www.elcomaindia.com/wp-content/uploads/ELCOMA-Vision-202
    0.pdf
    http://www.forbes.com/sites/trulia/2014/04/25/led-vs-cfl-which-bulb-i
    s-best
    /
    http://www.philips.co.in/c-m-li/compact-fluorescent-bulbs
    http://electronicsb2b.efytimes.com/

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