Marketing Strategy

PHILIPS – Solar+LEDPresenters:Balaji Chettiyar (Roll No 1410)

Chinmay Patil (Roll No 1443)

Deepak Kulkarni (Roll No 1428)

Devendra Pataskar (Roll No 1445)

Nikhil Tathe (Roll No 1455)

Ritesh Khadke (Roll No 1427)

Shivraj Pawar (Roll No 1447)

Vinayak Jaybhaye (Roll No 1423)

INDEX

Introduction BCG Matrix PEST Analysis SWOT Analysis STP Product Mix 4 P’s Conclusion

300 million citizens of India do not have access to

electricity, according to IEA.

“Coal and gas shortage, delay in commissioning of

plants and delayed monsoon in South India are the

main reasons for power shortage in the country,” CEA

India loses USD 68 billion, or about Rs 4,14,800 crore

of its Gross Domestic Product due to electricity

shortage, says a report from FICCI

survey of over a 1,000 companies by the Japan Bank

for International Cooperation showed nearly half of

them were concerned about the infrastructure

deficiency in India

The World Resources Institute estimates electricity

transmission and distribution (T&D) losses in India to

be 27 percent - the highest in the world

Introduction

1 Hour Solar Radiation on earth = Energy Requirement of Entire Population for 1 Year

Introduction

BCG MatrixHigh Market Share Low Market Share

High

Growth

Rate

Star Question Mark

Low

Growth

Rate

Dog

Withdraw

substantial

Investment and

resources.

Beneficial

Focus : Technology

and volume to

reduce the cost per

unit or find

alternatives of

integration

Instead. Extension

promotion of LEDs

and Solar

Keep the focus on

Integrated Product

promotion. i.e.

SOLAR LED

PEST - AnalysisPolitical

Government subsidies

Tie ups with developed countries to

develop non polluting energy sources

Capacity addition of 72,400 MW by

2022, with solar will contribute 28%

Government mandate for SERCs to

promote renewable sources of energy

Economical

US$ 41.73 billion opportunity in the

solar energy market in India till 2022.

Emerging market in power/infrastructure

sector

Financially viable option – Subsidies

In 2011, India received $2 billion

funding for solar projects in 2011

Social

Social Media has high impact

Low awareness for solar energy

1/5th Energy is consumed in lighting

Increased concern for the environment

Different geographical levels with man

remote / unreachable areas

Changing trends of Brand Loyalty

Technological

Increased emphasis for green technology

Cost-effective solution where electricity

supply is expensive or problematic.

Ease of installation and low

maintenance

Immunity to power outages

High color index, providing bright, true

colors during nighttime hours

SWOT AnalysisStrengths Weakness

Initial high cost w.r.t traditional

products

Limited buying capacity of

market

After sales support

Opportunities

Growing market for energy

efficient products

Emergence of new markets,

Technological change

Taxation law (recognized

through energy efficient tax

credits)

40% area not on power grid

Government regulation and

policies

Threats

Cheaper competitive products

Macroeconomic changes

More competitors enter the

market

Foreign competitors making

similar products, but utilizing

cheap labour

Popular brand

Best quality products (PTR)

Innovation capabilities

Large global footprint

Low-cost and highly efficient

manufacturing and supply base.

Save transmission losses

Philips LEDs

Home

lighting

Products

Automotive

Lighting

Energy

Efficient

LED

Products

Special

Lighting

Essential

LEDtube

T8

LED

Lighting for

Industries

GreenPe

rform

LED

batten

Endura

LED -

Bulkhead

GreenLE

D -

downlight

ers

Green-

Square

LED

Lumizair

Solar LED

street

lighting

GreenLineMini-

green

Green-

Line

SmartSelina

Product length

Product Width

Product line Depth

Product Mix

Segmentation,

Targeting

Solar+LED

Office and Industry

Manufacturing Plants

Offices

Warehouses

Parking Spaces

Healthcare

Infra & Public Spaces

PSU (Pub Sector Undertaking)

Road, Streets, Tunnel, Bridges, Parking

Areana And Sports

Parks, Plaza, Monuments, Gardens

Educational Institutes

Retail & Hospitality

Luxury Hotels

Hospitals,

Fashion

Petrol and Conveniences

Households Luxury Apartments

Smart Homes

P

o

s

i

t

i

o

n

i

n

g

4P’s

Product Price

Place Promotion

Energy Crisis

Environment … Safeguard the future

Government policy

NEED !!!

Differentiation!!!Innovation & Hue Competitive Edge

(Automation….)

Sell Energy Saving Projects - CSR

Processing Cost – Electricity Bills

Based on Areas….

Distribution Channel!!!

Areas / Segments

Mfg. Industries

Infrastructures

Hospitality

House Hold

Different strategies for:

a. Urban b. RuralNote : Also Consider Govt Subsidies

Channels

Outlets

Distributors

System

integrators

E – Commerce

Market Share + ROI for Company

• Segment-oriented

• Profit-oriented

• Competition-oriented

• Psychological pricing

• Lower Medium High

• Low cost of production

• ROI for customers

• Focus based on Govt. Support – Subsidies

-Tie up with Government agencies

• Television

• Newspapers

• Websites

• Flex

• E-Commerce for market penetration

• Projects Promotion with ROI Back up

Connect with Peoplea. Environment Awareness; b. CSR

c. Sponsorships d. ROI

A

I

D

A

4P’s

Energy Crisis

Environment … Safeguard the future

Government policy

NEED !!!

Differentiation!!!Innovation & Hue Competitive Edge

(Automation….)

Sell Energy Saving Projects - CSR

Processing Cost – Electricity Bills

Based on Areas….

Distribution Channel!!!

Areas / Segments

Mfg. Industries

Infrastructures

Hospitality

House Hold

Different strategies for:

a. Urban b. RuralNote : Also Consider Govt Subsidies

Channels

Outlets

Distributors

System

integrators

E – Commerce

Market Share + ROI for Company

• Segment-oriented

• Profit-oriented

• Competition-oriented

• Psychological pricing

• Lower Medium High

• Low cost of production

• ROI for customers

• Focus based on Govt. Support – Subsidies

-Tie up with Government agencies

• Television

• Newspapers

• Websites

• Flex

• E-Commerce for market penetration

• Projects Promotion with ROI Back up

Connect with Peoplea. Environment Awareness; b. CSR

c. Sponsorships d. ROI

PRODUCT

PLACE

PRICE

PROMOTION

Action

Direct & channel sales

24X7 customer helpline

Effective S&D and services network

Lobbying with government

Desire

ROI Schemes for R&MProduct mix for targeted

segment

Interest

Setting up the exampleProjection as CSR

activityEasiest way to comply

government norms

Attention

Customer awareness

Product Promotion

Strategic tie ups Brand Value