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A REPORT

ON

PHILIPS ELECTRONICS INDIA LIMITED.

By:

YUSUF TABREZ

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SUMMER TRAINING REPORT ON

CONSUMER INSIGHT ON PHILIPS HOME DECORATIVE LIGHTS.

FOR

PHILIPS ELECTRONICS LTD.

Under the supervision

Of

MR. RAKESH JAIN INDORE

Submitted by- Submitted to-

YUSUF TABREZ. Mrs. PREETI KASLIWAL

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CONTENTS

CHAPTER NO. CHAPTER NAME PAGE NO.

(i) Preface 4

(ii) Acknowledgement 5

(iii) Executive summary 6

I Literature review 7

II Product profile 26

III SWOT analysis 43

IV Industry overview 45

V Introduction to the project 49

VI Research methodology 54

VII Conclusion 80

VIII Suggestions and recommendations 82

References 85

PREFACE

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Philips Home Decorative Lightings is the leading lighting industry because it contents quality, durability and services consistently reflect in the Indian decorative light market. Philips first time in India introduces its international collection of designer home lighting. I understand the fundamental topics of marketing such as segmentation, targeting and positioning and I applied the concept of marketing such as brand equity, customer value analysis, database marketing, supply chain management, integrated marketing and research methodology.

Philips is selling their products through a variety of direct and indirect channels. Advertising is not nearly as effective as it. Customers are telling companies what type of product they want, where and how they want to buy them. A customer gives us a good response due to the brand name of Philips. Philips Home Decorative Lights series are sub-divided into living colors, aqua fit, ecomoods, decorative, wall and ceilings, desk lights and outdoors. I collect the primary data for the potential customers in INDORE (M.P.) research methodology used in questionnaires are directly filled by the respondent persons like Architects and Interior designers.

ACKNOWLEDGEMENT

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I would like to dedicate this project to those without whom this summer training would not have been completed successfully.

First and foremost I would like to thank Philips electronics ltd., for providing me the opportunity to undergo my summer internship training.

I would like to express my gratitude to my business development manager (BDM) “Mr. RISHI HEMDEV” western region, who in spite of his busy schedule gave his full support and guidance to complete this work.

I would like to thank our faculty guide Mrs. PREETI KASLIWAL, who was very supportive and always ready with a solution to my problems.

Last but not the least, my sincere regards to Dr. NARESH SINGH and all faculty members of CHAMELIDEVI INSTITUTE OF MANAGEMENT AND RESEARCH, INDORE for their pain stalking supervision and downright suggestions which brought a lot of confidence in me to complete this dissertation report.

EXECUTIVE SUMMARY-

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The Home Decorative Lighting Industry is considered one of the booming industries as self consciousness and income is increasing among people, especially the rich class. Therefore Philips being the leading electronic brand is expecting to grow in this sector. Philip’s Home Decorative Lighting includes Livinig colour, Ecomoods, Decorative, Aquafit, Wall & Ceiling, Desk Lights and Outdoor. In this range Philips has got huge scope because of people’s trust in its brand name. The products come in different prices and features leaving the customers with a variety of choices.

A primary data shows that there is high level of awareness about these products among the rich class people, and majority wants to possess one or other of these products nowadays. Though preferred price range is the lowest range as the surveyed people are non earning students. The survey also brought out the places where people would like to buy them.

Secondary data shows that Home Decorative Lighting industry is growing in India and all over the world day by day. And there are many companies coming up with these kind of electronic products. Home Decorative Lighting Companies like Wipro, Bajaj and Havells are giving strong competition to Philips.

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CHAPTER - I

LITERATURE REVIEW

Introduction

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Philips Lighting sector is dedicated to introducing innovative end-user-driven and energy-efficient solutions and applications for lighting, based on a thorough understanding of the customer needs, both in public and private context.

 Shaping the Future

Philips Lighting is a leading provider of solutions and applications for both professional and consumer markets.

 

Philips address lighting needs in a full range of environments - indoors (homes, shops, offices, schools, hotels, factories, and hospitals) as well as outdoors (public places, residential areas and sports arenas). Philips also meet people's needs on the road, by providing safe lighting in traffic (car lighting and street lighting).

 In addition, philips deliver light-inspired experiences through architectural and city beautification projects.Philips lighting is also used for specific applications, including horticulture, refrigeration lighting and signage, as well as heating, air and water purification, and healthcare.

 

With the new lighting technologies, such as LED technology, and the increasing demand for energy

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efficient solutions, Philips will continue shaping the future with groundbreaking new lighting applications.

Innovations:

1891 : Dutch mechanical engineer Gerard Philips starts the production of carbon-filament lamps in a former buckskin factory in Eindhoven. Among his first major clients are early electricity companies which are including the provision of lamps in their power supply contracts. These firms set high standards of product quality, which is therefore closely monitored by the young company.

1908 : One year after its introduction onto the world market, Philips starts the production of lamps that feature tungsten metal filaments. In 1913, the successful gas-filled "Half-watt" lamp, equipped with a coiled-tungsten filament, is launched, followed in 1915 by the smaller "Arga" lamp. "We have a lamp for every application" is the slogan of these days. In this period, the company grows into a world-wide, market-oriented concern.With many lamp types available, choosing the right lamp for the right application becomes a matter for experts. Therefore, in 1931, Philips opens the world? first Lighting Design and Consultancy Centre.

1932 : Extensive Philips research forms the basis for the introduction of revolutionary new lamp types: 1932 - Low-pressure sodium (SOX) lamp. With this lamp, large-scale road lighting becomes economically feasible.

1938 : Philips introduces the revolutionary super-high-pressure mercury lamp. This compact, high-intensity light source is hailed as a replacement for the cumbersome carbon-arc lamp in cinema projectors. 1938 is also the

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year in which the fluorescent lamp is launched. Philips, once again, plays a pioneering role.

1950 : In post-war years the emphasis shifts towards innovative lighting. "The right light at the right place" becomes the slogan. Product innovation is no longer the only goal; the need to create the optimum lighting environment is emphasised as well. Philips successfully takes on the challenge of educating the public in lighting awareness.

1964 : Using a non-aggressive halogen compound instead of the pure element, Philips research opens the way for large-scale industrial production of halogen incandescent lamps. Two years later, Philips is the first to introduce a "cool-beam" lamp for projection purposes, featuring a dichroic mirror located directly on the bulb wall. Thus, much of the accompanying heat load is removed from the light beam.

1973 : Philips scientists discover the narrow-band phosphors that herald a revolution in fluorescent-lamp technology. Lamps with a much higher light output per watt, combined with very good colour characteristics can now be produced. This provides a boost in a period when the drive for energy savings is quickly gathering momentum. Moreover, because of their resistance to high radiant loads, these phosphors are to play a crucial role in the subsequent development of the compact fluorescent lamp in all its forms..

Compact Fluorescent Electronics for Energy Saving

1982 : HF-TL Electronic Ballast for Ford

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1984 : Introduction of the commercial range of electronic dimming ballast

1986 : On the threshold of a new age, Philips further pursues the development of small, versatile and economic light sources. In 1986 the "White SON" lamp is introduced. With its excellent colour characteristics, this warm-white, compact high-pressure sodium lamp opens new avenues in decorative and display lighting.

1988 : Philips presents its revolutionary "Arena Vision" floodlighting system, thereby setting new standards in high-class stadium lighting.

1992 : The Micro Power-Light gas-discharge lamp for car headlighting provides - compared with halogen lamps - two to three times as much light for only half the energy.Moreover, MPL lamps last five times longer and feature very tight beam characteristics.

1994 : Mastercolour lighting represents an important breakthrough, especially for shop and display lighting. Mastercolour overcomes the drawbacks of conventional metal-halide lamps, known for their lack of colour uniformity and dramatic colour shifts throughout the lamp life.

1995 : The TL5 system, featuring a thin fluorescent tube with a diameter of only 16 mm, offers a considerable reduction in total operating costs as well as substantial savings in energy and materials. Because of its small size, the lamps allow much more freedom and flexibility in the design of optics and luminaires. 

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1997 : Philips Lighting introduces the first TL5 dimming ballast.

Fully recyclable Fluorescent lamp with the the lowest mercury content in the market (80% less than standard products)

2000 : Metronomis - A new generation decorative street lighting system with lamp, luminaire, gear, bracket & pole in a distinguishing aesthetical quality and greater ease of maintenance.

2002 : LED's; Philips and HP joint venture Lumileds is the first company to introduce a LED that produces 100 Lm/W. Lifetime 100.000 hours.

COMPANY BACKGROUND-

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Industry – electronics

Founded – 1891, Eindhoven

Headquarters – Amsterdam, the Netherlands

Area served – Worldwide

Key people – Gerald kleisterlee (CEO), Jan Michiel hessels ( chairman of supervisory board)

Products – consumer electronics, domestic appliances, lighting, medical bsystems, medical technology

Revenue- E 23.19 billion (2009)

Operating income- 614 million (2009)

Profit- E 410 million (2009)

Total assets- E 30.53 billion (2009)

Total equity- e 14.60 billion (2009)

Employees- 115,920 (2009)

Website- www.philips.com

HISTORY

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The company was founded in 1891 by Gerard Philips, a maternal cousin of Karl Marx, in Eindhoven, the Netherlands. Its first products were light bulbs and other electro-technical equipment. Its first factory survives as a museum devoted to light sculpture. In the 1920s, the company started to manufacture other products, such as vacuum tubes (also known worldwide as 'valves'), In 1927 they acquired the British electronic valve manufacturers Mullard and in 1932 the German tube manufacturer Valvo, both of which became subsidiaries. In 1939 they introduced their electric razor, the Philishave (marketed in the USA using the Norelco brand name).

Company Profile

Philips Electronics India Limited, a subsidiary of the Netherlands-based Royal Philips Electronics, is the leading Health and Wellbeing company. Today, Philips is a simpler and more focused company with global leadership positions in key markets of Healthcare, Lighting and Consumer Lifestyle, addressing people’s Health and wellbeing needs and aspirations as its overarching theme.

MAIN INVENTIONS

Main articles-

Compact Cassette, Laserdisc,  Compact Disc,

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DVD, and  Blu-ray

Compact Cassette

In 1962 Philips invented the compact audio cassette medium for audio storage. Although there were other magnetic tape cartridge systems, the Compact Cassette became dominant as a result of Philips's decision to license the format free of charge.

Laserdisc

Laserdisc was a 30 cm disc designed with MCA meant to compete with VHS and even replace it. It never took off but the technologies created for Laserdisc would later be used again for the Compact Disc.

Compact Disc

Although Philips' and MCA's Laserdisc project failed, Philips still thought the format should be able to succeed. It took them ultimately (with Sony's help) until 1982 to successfully launch the CD.

DVD

The DVD, the eventual successor of the CD, met a long road of setbacks. Philips wanted to continue with the CD in a new format called Multimedia Compact Disc (MMCD), while another group (led by Toshiba) was developing a competing format, then named Super Density (SD) disc. Their representatives approached IBM for advice on the file system. IBM also learned of Philips' and Sony's initiative. IBM convinced a group of computer industry experts (among them Apple, Dell, etc.) to form a working group. The Technical Working Group (TWG) voted to boycott both formats unless they merged to prevent another format war (like the videotape format war). The result was the DVD specification, finalized in 1995. The DVD

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video format was first introduced in Japan in 1996, later in 1997 in the U.S. as limited test run, then across Europe and the other continents from late 1998 onwards.

Blu-Ray

Blu-Ray, yet again primarily developed by Philips and Sony, utilizes blue-violet colored diodes to create an even shorter wavelength beam than CD or DVD. Because of this, the capacity is much more than that of CD or DVD, being 25 GB single-layered or 50 GB dual-layered.

CORPORATE AFFAIRS

In 2004, Philips abandoned the slogan "Let's make things better" in favour of a new one: "Sense and simplicity".

ASM Lithography is a spin-off from a division of Philips

Origin, now part of Atos Origin, is a former division of Philips.

Its record division, Polygram, was sold to Seagram in 1998 to form Universal Music Group.

Philips Intellectual Property and Standards, is the company's division dealing with licensing, trademark protection and patenting. Philips currently holds about 55,000 patent rights, 33,000 trademark registrations, and 49,000 design registrations.

CEOs

Past and present CEOs:

1891–1922: Gerard Philips

1922–1939: Anton Philips

1939–1961: Frans Otten

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1961–1971: Frits Philips

1971–1977: Henk van Riemsdijk

1977–1981: Nico Rodenburg

1982–1986: Wisse Dekker

1986–1990: Cornelis Van der Klugt

1990–1996: Jan Timmer

1996–2001: Cor Boonstra

2001–present: Gerard Kleisterlee

ACQUISITIONS, SUBSIDIARIES AND SPINOUTS

Acquisitions-

Companies acquired by Philips through the years include Amperex, Magnavox, Signetics, Mullard, VLSI, Agilent Healthcare Solutions Group, Marconi Medical Systems, ADAC Labs, ATL Ultrasound, portions of Westinghouse and the consumer electronics operations of Philco and Sylvania. Philips abandoned the Sylvania trademark which is now owned by SLI (Sylvania Lighting International) except in Australia, Canada, Mexico, New Zealand, Puerto Rico and the USA where it is owned by the Osram unit of Siemens. Formed in November 1999 as a equal joint venture between Philips and Agilent Technologies, the light-emitting diode manufacturer Lumileds became a subsidiary of Phillips Lighting in August 2005 and a fully-owned subsidiary in December 2006. In 2000, Philips bought Optiva Corporation, the maker of Sonicare electric toothbrushes. The company was renamed Philips Oral Healthcare and made a subsidiary of Philips DAP. In 2006 Philips bought out the company Lifeline Systems headquartered in Framingham, Massachusetts. In August 2007 Philips acquired the

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company Ximis, Inc. headquartered in El Paso, TX for their Medical Informatics Division. In October 2007, it purchased a Moore Microprocessor Patent (MPP) Portfolio license from The TPL Group.

On Friday, 21 December 2007 Philips and Respironics, Inc. announced a definitive merger agreement pursuant to which Philips will commence a tender offer to acquire all of the outstanding shares of Respironics for US$66 per share, or a total purchase price of approximately €3.6 billion (US$5.1 billion) to be paid in cash upon completion.

Spinouts-

Polymer Vision, the maker of The Readius is a spin out from Philips Electronics.

APRICO Solutions is a venture within Philips Intellectual Property and Standards.

Philips also forayed into the pharmaceuticals market in a company best known as Philips-Duphar (Dutch Pharmaceuticals). Philips-Duphar made products for crop protection, veterinary medicine and products for human use. Duphar was sold to Solvay, now Solvay Pharmaceuticals. In subsequent years divisions have been sold off, by Solvay, to other companies (crop protection was sold to UniRoyal, now Chemtura and the veterinary division was sold to Fort Dodge, a division of Wyeth).

SPORTS, SPONSORSHIP AND NAMING RIGHTS

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Traditionally Philips has a vested interest in sports, originally as a means to provide a healthy form of recreation for its employees. In 1913, in celebration of the Centenary of Dutch independence from France, Philips founded a sports club called Philips Sport Vereniging (Philips Sports Club), or PSV, as it is now known. The sports club encompasses all kinds of sports, but is currently most famous for its Premier League football team and its swimming team. Philips owns the naming rights to Philips Stadium, located in Eindhoven, which is home to Dutch football team PSV Eindhoven.

Abroad, Philips sponsors and has sponsored numerous sport clubs, sport facilities, and events. Philips recently (November 2008) extended its very successful F1 partnership with AT&T Williams to include many more product groups.

Furthermore, Philips owns the naming rights to the Philips Arena in Atlanta, Georgia and to the Philips Championship, the premier basketball league in Australia, traditionally known as the National Basketball League. Between 1988 and 1993 Philips were also the major sponsors of The Balmain Tigers, an Australian rugby league team.

In Thailand Philips is a sponsor of PEA FC.

Outside of sports Philips sponsors the Philips Monsters of Rock festival, held in many countries all over the world.

PHILIPS IN INDIA

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Philips started operations in India at Kolkata (Calcutta) in 1930 under the name Philips Electrical Co. (India) Pvt Ltd, comprising a staff of 75. It was a sales outlet for Philips lamps imported from overseas.

In 1938,Philips India set up its first Indian lamp-manufacturing factory in Kolkata. After the Second World War in 1948, Philips started manufacturing radios in Kolkata. In 1959, a second radio factory is established near Pune.

In 1957, the company is converted into a public limited company, renamed "Philips India Ltd".

In 1965 on 3 April, the millionth Philips radio is manufactured in India.

In 1970 a new consumer electronics factory is started in Pimpri near Pune. (This factory was shut down in 2006.)

In 1982, Philips brought colour television transmission to India with the supply of four outdoor broadcast vans to DD National during the IX Asian Games.

In 1996, the Philips Software Centre was established in Bangalore (It is now called the Philips Innovation Campus).

In 2008, Philips India entered a new product category, water purifiers designed and made in India, and exported to other countries.

As of 2008, Philips India has about 4,000 employees.

VISION-

“In a world where complexity increasingly touches every aspect of our daily lives, we will lead in bringing sense and simplicity to people.”

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With Vision 2010, we are putting people right at the center of things, with Health and Well-being as our overarching theme. We are thereby putting into practice our mission: improving the quality of life through the introduction of meaningful innovations.” – Gerard Kleisterlee, President and CEO of Royal Philips Electronics

MISION-“Improve quality of people’s lives through timely introduction of meaningful innovations.”

Vision 2010 Strategy

“Vision 2010” strategy establishes the character of Philips as a people-focused, market-driven company that is organized around its customers and markets. By understanding trends in society and obtaining deep insight into issues confronting people in their daily lives, we ensure that people’s needs remain at the heart of everything we do.

Brand Promise

We empower people to benefit from innovation by delivering on our brand promise of “sense and simplicity”. This brand promise encapsulates our

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commitment to deliver solutions that are advanced, easy to use, and designed around the needs of all our users.

VALUES- Delight customers Deliver great results Develop people Depend on each other

Incentives To Change

Philips is an environmentally conscientious company and is

always on the lookout for ways to increase its efficiency and

support the environment. Philips understands that recycling

lamp waste has many benefits for the company and the

environment. In-house recycling of lamp waste has already

been implemented in many other Philips' plants because of its

known benefit to Philips Lighting.

PHILIPS WAY OF WORKING-

1. We are a people-centric company that organizes around customers and markets

2. We invest in a strong brand and consistently deliver on our brand promise of “sense and simplicity”, in our actions, products and services

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3. We deliver innovation by investing in world class strengths in end-user insights, technology, design and superior supplier networks

4. We develop our people’s leadership, talent and engagement and align ourselves with high performance benchmarks

5. We invest in high growth and profitable businesses and emerging geographies to achieve market leadership positions

6. We are committed to sustainability and focus on making the difference in efficient energy use

We drive operational excellence and quality to best in class levels, allowing us the above mentioned strategic investments in our businesses.

From Good to Great

It consumer Lifestyle sector is dedicated to responding to the consumers’ aspirations all over the world. With the aim of improving their health and well-being.

Philips deals in lifestyle, healthcare and lighting divisions.

The consumer range of products includes:

Television- LCD, plasma, flat screen, smart touch XL Recorders, DVD players, I pods and home theater systems Audio products- audio systems, remote controls, audio/video

accessories

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Digital photo products and frames Portable audio and video systems, accessories like headphones and

speakers PC products- Mouse and keyboard, multimedia handsets, external

hard disc drives Mobile phones Kitchen appliances- Blenders and hand blenders, juicers and

citruspressers, food processors and mixers, coffee makers and kettles, frying and grilling appliances, toasters and snacking products, rice makers

Household products- Irons, vacuum cleaners, water purifies PERSONAL CARE PRODUCTS- Male dry shavers, beard

trimmers and grooming kit, epilators, beauty and hair care products

Philips lighting:

Professional Lighting - Industrial, Shops and offices, Road and Area, Hospitality, Sports Lighting, City Beautification, Schools and Petrol Stations

Automotive Lighting - In Cars, Motorcycles and Truck

EFFECT OF THE PRODUCT

Philips main focus on Health and Well-being, it serve professional and consumer markets through three overlapping sectors: Healthcare, Lighting and Consumer Lifestyle. Throughout our portfolio, it demonstrates

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innovation capacity by translating customer insights into meaningful technology and applications that improve the quality of people’s lives. Philips healthcare sector is dedicated to providing solutions designed around the needs of clinical care teams and patients. It believes they can make a difference by removing boundaries in healthcare - with innovative and affordable technology solutions throughout the entire care cycle.

Suppliers

Supplier Management focuses on leveraging the company’s spend and resources in key areas, to improve time-to-market, reduce total cost of ownership and increase quality.

Shaping the Future

Our Lighting sector is dedicated to introducing innovative end-user-driven and energy-efficient solutions and applications for lighting, based on a thorough understanding of the customer needs, both in public and privat

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CHAPTER – II

PRODUCT PROFILE

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PHILIPS Home Lighting

The Living-room

LivingColors Crystal Clear

Table / Floor light With touch sensitive remote control Control up to 16M LivingColors on one remote

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Living rooms can be made more dramatic and inviting with lighting. There is no other room in the home to compare with the living room as regards the number and diversity of the activities taking place there.

AQUAFIT

QCZ801 Ceiling / Wall light Nickel, chrome finish Water resistant IP44 rating Steel with satinated glass Designed for Philips Halogen G9, max. 25W lamp

Your bathroom is an area that needs a flexible lighting scheme. The space

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should feel bright and fresh in the mornings and restful and rejuvenating in theevenings. The lighting should also let you perform tasks requiring more attention,like shaving or make-up application, easily. For this you need to have a goodcombination of indirect general lighting and shadow-free task lighting aroundareas like your mirror.

ROOM STYLER DECORATIVE

QFG301Floor lightNickel finishPremium sand blasted glass, steelDesigned for Philips Tornado up to 24W lamp or E27, max. 100W lamp

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Your home typically has multi-purpose spaces. At times you will use your livingroom to entertain guests or to read a book or maybe to watch a movie with thefamily. All these tasks need different lighting levels or ‘layers’. By creating a layeredlighting system, you can adapt the lighting in your room to fit the task at hand.

ROOM STYLER WALL & CEILING

QCG302Ceiling / Wall LightRed, blue, yellowPremium hand made glass, metal clipsDesigned for Philips Tornado up to 24W lamp orE27, max. 100W lamp

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Wall lights can be used in various ways. You can use these compact fixtures to lightlarge expanses and highlight an interesting wall texture. Or, a focused beam froma wall light can draw attention to your favourite sculpture.

The right ceiling light can be an elegant focal point for your room. These lights arethe most commonly used source of ambient light, but when used smartly can addcharacter to a room

ROOM STYLER SPOTS

FCG306

Ceiling LightChrome finishPremium glass, steelDesigned for Philips Tornado up to 12W lamp orE14, max. 40W lamp.FCG306 – E14 x 4 nos.

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With Philips roomstylers Spots, you can now highlight andadd drama to prized possessions in your home and leavelasting impression on your visitors. Designed with style andfunctionality in mind, these steel and premium handmadeglass pieces will complement any home. More importantly,they draw attention to the decorative features within yourhome that you hold dear.

OUT STYLERS

EWP300Wall lightLight grey, dark grey finishAluminium, syntheticsIndirect down lightingDesigned for Philips Essential E27, 23W lamp

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Safety and security: Good outdoor lighting is crucial for the safety of youand your family. Areas like walkways, driveways, porches and steps can be potentialaccident zones if not lit properly.

Splendour and style: Well chosen and well placed outdoor lights can convey astrong impression of your home. These lights can extend your living spaces beyondyour walls.

DESK LIGHT

UniFDS662Desk lightBlue, black

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Steel, synthetics360º panoramic view, 3D adjustable arms, ergonomic controlsDesigned for Philips Essential E27, max. 18W lamp

The Philips Desk Light Collection helps you to perform through the longest worksessions, effortlessly. Backed by Philips’ Eye-Fi technology that gives you flicker freetechnology, adjustability, brightness and low glare, these must-have workcompanions are a perfect balance of aesthetics and function. With beautiful coloursand shapes, they can add a playful touch to your child’s room or a classy accent to your work space.

LEDINO (LED)

66703/30

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Brings light that better accents my styleGrab and bend, flex and go.A highly directional, precise beam oflight mounted on a fully flexible armthat stays exactly where you point it.Wall and desk lights in gray or black.

Make a shape. The long, flexible arm of this desk lampis like a backbone that flexes into any position youdesire, with enough light to illuminate a large desk.Available in gray or black aluminum.

The Bedroom

Sleeping is an activity mostly performed in the dark. However, the bedroom is also a place for dressing and grooming in the morning, and reading and watching television at night.

The Kitchen

The kitchen has always been the warm, bright heart of the home. It is not only where meals are cooked and eaten, it is also a place for conversing, studying, working and entertaining. Whatever you "cook up", be sure you have the right recipe for lighting!

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Reading & Writing

Areas like the family room, where activities are numerous and can include conversation, reading, watching television, etc. should be lit to match the different activities which take place in them.

Halls, Stairs, Corridor, & Entrance

General movement areas that are used for transit purposes. Functional lighting is needed for visual performance and comfort.

Industrial Lighting

Practical experience shows that good lighting in factories and workshops is an extremely effective way of increasing Productivity and Quality.

Office Lighting

The office world is rapidly changing as a result of all kinds of influences. The Internet in particular has had an enormous impact on the way we do our work.

Road & Area Lighting

When thinking of road lighting, we tend to think first of motorways. But road lighting covers a wide range of big to small streets and roads within the built-up area of our cities and villages...

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Hospitality Lighting

The key to attracting new clients and perhaps regular clients as well, into a hotel lies in developing an interesting and welcoming atmosphere...

Sports Lighting

For years, Philips floodlighting installations have been satisfying the demands of world's top arenas. These are venues for events like the UEFA Champions League...

City Beautification

The public lighting of a city will incorporate one or more of 3 mutually dependent components: purely functional lighting, aesthetic lighting, and lighting designed to create a chosen atmosphere...

Portable Lighting

Brightness and Whiteness are the two most important attributes in flashlight application. Upgrading light source to xenon-filled bulbs is definitely the direction of manufacturers in the years to come.

School Lighting

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There are few things more important for a school than providing students and teachers with a comfortable yet stimulating environment -- and lighting is one of the key elements in achieving this endeavour.

Home Lighting

The 'Research & Trends, Winter 2001' report, compiled by Philips Lighting, showed that people are becoming increasingly interested in decorating their home in their own personal style...

Petrol Station

In the early Nineties the benefits of good vertical lighting of the under-canopy of petrol stations received serious attention, resulting in the development of a set of lighting principles.

Shop Lighting

Every shop has a different image to convey and different products to sell. Each aspect of a shop should be carefully designed with its clientele in mind. Shops also carry their own identity. Lighting supports a shop in its identity, shows off the

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shop's merchandise to its best advantage, serving as a true magnet, drawing customers into the shop and persuading them to buy. Philips Lighting offers many ways to attract customers, inspire them to enter the shop, provide visual comfort and draw them towards the products to buy.

Lighting also guides and orientates people within a shop, directing their attention to a visual interest, highlighting details and workmanship and quality of materials, and finally stimulating the customer to make a purchase. Good and effective Lighting for shops can only be designed based on the type of shop and its profile and desired image.

Technology Backgrounder

LED

What is an LED?

An LED (Light Emitting Diode) is a tiny semiconductor diode that fits easily into an electric circuit. It's a different light generating technology from that used in traditional incandescent bulbs or fluorescent lamps. And unlike ordinary incandescent bulbs, they don't have a filament that will burn out, and they don't generate infrared heat. They are illuminated solely by the movement of electrons in the semiconductor material, and they can last 60,000 hours or more in many applications.

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Philips and LEDs

Throughout its history, Philips has been improving people's lives through lighting. As the number one player in lighting, Philips is leading the solid state lighting revolution with a broad expertise in all segments of the value chain.

LED technology dates back to the late 1960s and was initially used for indicator purposes in, for example, consumer electronics equipment like a digital alarm clock. In the last 10 years considerable progress has been made in LED technology, making it possible for LEDs to be used as a light source for illumination purposes. Until the early 1990s, however, LEDs were only available in red, amber and green. When the first blue LED was developed, it became possible to create white light (on the basis of red, green and blue mixing, or on the basis of blue with phosphor conversion).

LED innovation is continuing at a rapid pace and the efficiency of LEDs now surpasses many fluorescent light sources.

Benefits of LEDs

LEDs are extremely practical, because they are small, robust and are based on low-voltage technology. They can offer endless colours in a dynamic way and are fully dimmable. LEDs offer us the chance to create lighting solutions in places and in ways that were never possible before. It's a world of endless creative

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possibilities. And given their long lifetime, low maintenance cost and potential to significantly reduce energy consumption (up to 80% today) and, indirectly, CO2 emissions they also represent an excellent environmental choice.

LEDs open the way to new applications, also in emerging markets. For instance, we may see new forms of lighting in rural areas of countries like India, China or Sub-Saharan African countries where power supplies are limited.

Philips LED based solutions

Today, Philips offers a complete range of LED Lighting Systems – from the LED components to specially designed modules, luminaire solutions and controls.

For some time now LED lighting systems have been used to light up buildings, bridges and monuments in our cities. Due to their flexibility, low maintenance costs and the possibility to set any desired color, LEDs offer lighting solutions that are simply not possible with any other existing technologies; for example, creating effects such as color wall washing, and sharp light/shadow lines. LEDs also allow us to minimize light ‘pollution’ since their light can be precisely targeted.

PLAYERS IN SPACE

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1. WIPRO2. HAVELLS3. BAJAJ4. OTHER CHINA LIGHTING PRODUCTS

CHAPTER – III

SWOT ANALYSIS OF PHILIPS PERSONAL CARE

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STRENGTH-

Wide range of products. Philips is a brand name everyone knows. These products are of high quality. Wide variety of features available.

WEAKNESS-

Most of the products are high end products. The youth or the students who are not earning cannot afford them.

OPPORTUNITIES-

Rising beauty consciousness among people. Rise in consumer spending power. Lifestyle changes.

THREATS-

There are many strong competitors like Panasonic & Braun. Many people prefer to buy the local or china made products which

are cheaper & affordable.

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CHAPTER – IV

OVERVIEW OF THE INDUSTRY

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Home Decorative Lighting Industry in India

Description: The Indian industry is Home Decorative Lighting estimated at Rs 170 billion. Most segments of this industry are going through a decline in 2009 with several leading players reporting lower sales in 2009 due to lower volumes as well as lower realization. The next phase of growth has to come from the rural market as the urban markets are near saturation levels in terms of penetration. The industry has a low entry barrier and competition is severe. Besides the large multinational players, there are some leading domestic players as well as the huge unorganized players. Though most of the market share is with the larger players, companies vie for the marginal market share. Cheaper imports and duplicate products are also affecting the major players. Companies have been adopting promotion schemes to dole out freebies and repackaging products in smaller packages to cater to a wider consumer base are some recent trends. The way ahead for the personal care companies is to introduce new and better product, improve penetration, and make the consumer trade up in price and quality. Rural marketing will be a major thrust area for all companies.

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Global Trade Volumes and Trends

The Home Decorative Lighting industry had an excellent growth rate in all the major markets of the world in 2009-2010. Since the past few years, people have become more conscious about their appearance and look, leading to a huge demand for these products in the whole world. New products are launched by the leading brands to attract consumers. The trends in all the leading personal care markets show that this industry is showing a massive potential for growth. The women’s beauty industry is growing at rate of approximately USD 202.254 billion every year where as the global market for cosmetics alone USD 30.33 billion. The global personal care products industry is growing at a very rapid pace; some of the factors responsible are:

Rise in consumer spending power, Increased demand due to people consciousness, Key demographic factors, Entry of herbal and organic products, Lifestyle and climactic changes, and Massive advertising and promotion strategy

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PHILIPS- GLOBAL MARKET LEADER IN HOME DECORATIVE LIGHTING

Andrea Ragnetti, CEO of Philips Domestic Appliances and HOME DECORATIVE LIGHTING, and Chief Marketing Officer of Royal Philips Electronics commented, “We are the market leader in the decorative lighting category, year after year. To have reached this milestone cements the fact that we are bringing products to market which consistently meet our consumers’ needs.” Philips technology has been advancing and simplifying people’s lives since 1891. Philips pioneered major breakthroughs in medical imaging, television, lighting, as well as being the inventors of rotary. From a company with such high standards in product development, it is no surprise that Philips lights have gone from strength to strength over the years. “If someone is going to buy an lights, we want them to think of Philips first. To have sold this many lights in our history shows us we’re on the right track”, Andrea Ragnetti concluded.

Looking into the future

In order to consistently attract new customers, Philips creates shavers that break away from our competitors in terms of performance and

design. According to Nico Engelsman, “By presenting the market with something innovative, you’ll be able to attract new consumers. We are looking to translate global trends into products in the very near future.” DAP demonstrated its value to Philips, with 17% comparable growth in the first quarter earnings for 2007. Philips Shavers remain an important

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part of the DAP business, representing approximately 45% of DAP’s sales

CHAPTER – V

INTRODUCTION TO THE PROJECT

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OBJEC TIVES OF THE PROJECT ASSIGNED-

1. To understand the level of awareness of the Philips personal care products.

2. To estimate the potential market size for the personal care products.

3. To understand the customer preferences for the personal care products.

4. To identify the places for selling the personal care products.

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JOB ASSIGNED-

To make a survey in INDORE (M.P.) in order to understand the customer insight about the Philips Home Decorative Lighting Products. Philips was chosen because the company wants to target the Architects, Interior Decorators, Shop, Builders and Contractors as they are going to be the potential buyers of these products. Customer insight would include their level of awareness; their preference of places where they want to buy these products; preferred features and price ranges for home decorative light.

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STAGES OF THE PROJECT

To understand the objectives of the project assigned

To study secondary data from different sources

To prepare a structured questionnaire for primary data

To get the questionnaires filled by the potential customers

To analyze the collected primary data

To interpret the primary as well as secondary data

To arrive at a conclusion

PowerPoint presentation

Report preparation

DETAILS OF THE WORK DONE

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Understanding and jotting down the main objectives after being briefed by the mentor.

A study has been done about the company, the electronic personal care industry, and about the demand and customer requirements.

A structured closed ended questionnaire was prepared and got it approved by the industry mentor.

Went to Delhi University to get the questionnaires filled by the students, who are ought to be the potential customers.

After all the questionnaires were filled, the data to be analyzed was put up on excel sheet. Pie charts were made.

Conclusion was driven out of the analyzed data. PowerPoint presentation was prepared and presented in front of the

company executives. Report was prepared and submitted.

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CHAPTER – VI

RESEARCH METHODOLOGY

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REASERCH METHODOLOGY USED

For the purpose of the project, information is collected through both primary and secondary sources.Source of primary data are the potential customers in INDORE. Research methodology used is questionnaires, which are used to collect information from them. Questionnaires are directly filled by the respondents in person. For this purpose structured questionnaires are used with closed ended questions. The primary data for the study are collected through a market research done on a large population of Architect & interior designers. For carrying out the survey a sample of 110 Architect & interior designers were chosen randomly.The questions in the questionnaire are framed keeping in mind the objectives of the project research.The secondary data are collected through textbooks, internet and various journals and magazines etc.

CONSTRAINTS FACED

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Some of the major constraints faced during the execution of the project are-

Architect & interior designers was on their work during the project period, I was reached their office and arrange meeting then were asked to fill the questionnaires.

While filling the questionnaires, Architect & interior designers were very reluctant. I had to convince them saying that the questionnaire is very short and will take only 2 minutes.

It is difficult to understand if the respondents are providing genuine information or not.

Any survey itself has many limitations. People might not be willing to give right information; they might not take the questionnaire seriously and fill up wrong information; buyers might not be sure of the future; buyers might not be able to follow their original intentions.

DATA ANALYSIS

Analysis of data-

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The questionnaire once filled were fed into an excel sheet for the purpose of tabulation . With the help of several graphical representations the data is analyzed for finding out the answers to the questions asked in the objectives. Each and every question is analyzed one by one below-

LEVEL OF AWARENESS

YES70%

NO30%

YES NO

Inference-

Maximum people i.e. 70% of the sample size said that they have seen or heard about the Philips personal care products. While 30% haven’t seen them. This shows that the level of awareness is quite well

PLACES WHERE PEOPLE HAVE SEEN THESE PRODUCTS

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SHOPPERS STOP19%

MALLS50%

OTHERS15%

SHOPPERS STOP

MALLS

OTHERS

Inference-

Since the sample consists of students, it is quite obvious to find that the preferred price range is the lowest range. In case of down lighter 48% people said that they would prefer to buy within the range of 600-1000 INR, while 34% people want to buy them in the range of 1000-1500 INR, and about 18% people want to buy in the range of 2000-2500 INR

PREFERED PRICE RANGE

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800-150044%

1500-250028%

2500-350013%

3500-55007%

5500-80008%

800-15001500-25002500-35003500-55005500-8000

Inference-

In the case of aquafit most of the people i.e. 44% people preferred the lowest price range of 800-1500 INR. About 28% people preferred the second lowest price range of 1500-2500 INR. 13% people preferred the price range of 2500-5500 INR, 7% preferred 3500-5500 INR and 8% people preferred 5500-8000 INR.

PREFERED FEATURES IN VARIOUS CATEGORIES

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LIGHT WEIGHTELECTRICITY OPERATEDUSAGE UNDER WATER

Inference-

Most preferred feature is light weight constituting 35% of the people. 27% people preferred decorative series ecomood, 18% preferred and wants that light which is used in under water.

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COMPETITORS

NO IDEA40%

WIPRO & BAJAJ20%

HAVELLS26%

OTHERS14%

NO IDEABRAUN OTHERS

Inference-

When we asked them about our competitor’s products most of the people, about 40% said that they have no idea that which other companies have these kind of products. 26% people said that they have heard about Havells shavers. 20% have heard about Wipro and Bajaj. While 14% people have seen some of the local or China made products.

CUSTOMER RESPONSE / SURVEY SHEET

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1. From which occupation you belong?

a) Architect b) Contractor c) Job d) Shop e) Hotel / Restaurant

2. Do you have any prior knowledge about Philips decorative lights?

a) Yes b) No

3. From which source you know about Philips decorative lights?

a) Advertisement b) Showroom c) By Me

4. For which quality of Philips you want to prefer its product?

a) Price b) Quality c) Availability d) All of these

5 Have you heard about the home decorative lighting by Philips- aquafit, down lighters, ecomoods ?

Yes NO

6 Where have you seen them?

Croma

Shoppers stop

Malls

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Others…………………..………………………………………………………………please specify

7 Have you used any of them?

Yes No

8 Would u like to use them?

Yes No

9 Where would you like to buy them?

Malls

Lighting shops

Others ……………………….. please specify.

10What is your annual family income?

1 lac- 5 lac

5 lac - 10 lac

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10 lac – 20 lac

20 lac & above

11Which features would you like in them?

Light weight

electricity operated

usable under water

others …………………………….. please specify

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CHAPTER –VII

CONCLUSION

CONCLUSION

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From the findings of this survey we can say that there is a huge market out there for these products. The peoples of today are willing to buy them not because these products are mere luxury but because they are more of necessity nowadays. In our busy schedule and the urge to look good every day. There are both time and money constraints. But we can definitely spend on these products to groom ourselves for a new and fresh look of their office & homes etc.

It was also seen that the most preferred price range is the lowest range and the places they wanted to buy are malls and electronic shops for boys; and cosmetic shops, beauty salons, and malls for girls.

It is also relevant form the study that as most of the people are unaware of our other competitors, there is huge scope for our products as Philips is a big brand name.

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CHAPTER – VIII

SUGGETIONS AND RECOMENDATIONS

SUGGETIONS AND RECOMMENDATIONS

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Some of the things which could be considered-

1. Advertising through networking sites

Nowadays the youth is always connected through the networking sites. They always keep checking their updates through their mobile phones. So if we are targeting the youth, we should definitely advertise these products through the popular social networking sites like facebook, twitter, orkut etc.

2. E-shopping

The notion that Indian shoppers are not satisfied till they touch and feel the product before buying is changing rapidly. Web sites like Ebay are becoming popular among the masses as they have even started advertising on the television. When people have started making different payments, booking movie tickets, booking train and flight tickets online than why not shopping? Everything is just a click away and it’s much easier too.

3. Finding a market in small towns

Mall and multiplex culture has caught the imagination of the country’s smaller cities like Kanpur, Ahmedabad, Indore, Agra, Varodara, Surat etc, which in turn has been powered by increasing purchasing power of India’s middle-class population. India, today has as many as 200 malls spread across large and small cities. Another 700 are expected to come up soon, of which 40% will be in smaller cities.

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Indian middle-class consists of about 85 million households out of which only 25 million live in metros. The rest 55 million resides in small towns and villages. And their purchasing power is increasing with increase in education and industrialization. But they have comparatively less options to spend their money.

4. Discount for ‘Her’ & ‘Him’

A unique discount scheme for couples could be introduced saying discount for “her and him”. Philips can give discount on shavers and epilators if they are bought together. This will also promote both the products.

5. More of shaving and grooming products should be placed in electronic shops and malls as more of boys prefer to buy in these places.

More of hair and beauty products should be placed in cosmetic shops and beauty salons as girls prefer to buy in these places

BIBLIOGRAPHY

WWW.PHILIPS.COM

www.wikipedia.org http://www.qrs.in/philipshp6483-p-3345.html http://www.compititor.com/about/overview.asp http://www.linkedin.com/companies/b.braun

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www.business-standard.com