PROJECT REPORT

ON

“BRAND AWARENESS AND FUTURE FEASIBLITY OF LUTRON”

Submitted in partial fulfillment of the requirementsFor the award of the Degree of

Master of Business Administration(2010)

(Lutron Sales and Services Pvt. Ltd, Gurgoan)

Submitted ByVIPIN SOLANKI

MBA-3rd Semester

CERTIFICATE

This is to certify that the project entitled “Brand Awareness And

Future Feasiblity Of Lutron” done by Mr. Vipin Solanki Roll

no. 00712303909 is an authentic work carried out by him at

LUTRON Electronics. under my guidance. The matter embodied

in this project work has not been submitted earlier for the reward of

any degree or diploma to the best of my knowledge

Ms. Jiveta Choudhary(Lecturer)

DECLARATION

I hereby declare that the project report entitled “BRAND AWARENESS AND

FUTURE FEASIBLITY OF LUTRON” is the produce of my sincere effort. This

Summer Internship Project Report is being submitted by me alone, at RBS,

DELHI INSTITUTE OF ADVANCED STUDIES, New Delhi for the partial fulfillment

of the course MBA, and the report has not been submitted to any other

educational institutions or for any other purpose whatsoever.

VIPIN SOLANKI

PREFACE

The report on “BRAND AWARENESS AND FUTURE FEASIBLITIES OF LUTRON” deals with

the emerging trends of Market Research. The research is primary as well as secondary

in nature.

The primary research is done through searching new construction sites and new clients

(Architects, Interior Designers and Electrical Consultants).

The result that came out is that Primary research leads to provide new source of

business to Lutron.

The secondary research dealt with the secondary data provided by Lutron and updates

that secondary data of Lutron.

ACKNOWLEDGEMENT

This project has been made possible through the direct and indirect co-operation of

various people for whom I wish to express my appreciation and gratitude. In the

preparation of this project report I have received help and encouragement from

different sources.

I express my sincere gratitude to Mr. Manjul Trehan; I convey my regards to my Project

Guide Mr. Moses Phillip for his untiring support and encouragement.

I am also very thankful to all the faculty members of DIAS for providing me with their

valuable suggestions and moral support to complete my report in expected

format.Specially to my project mentor Ms. Jiveta Chaudhary. A special thanks to my

parents who encourage me a lot during my project session.

I once again thanks to all those who extended their support and co-operation in

bringing out this project work successfully.

Vipin Solanki

Executive summary

LUTRON electronics incl. is a U.S based worlld’s first company in the field of lighting

control.from the past five decades LUTRON is contributing to save energy through the

field of lighting control. LUTRON is the most innovative company in the field of lighting

control and provudes over 15000 products globally- the widest in the world. LUTRON also

provides various solutions towards the the field of energy efficiency, green building

concept lighting solutions and many more.

The objective of the project was to understand the current market presence of Lutron and

its products in the lighting control market(gurgaon, NCR region). Awareness of lutron

products and their use was the prime concern. Finding new opportunities in the upcoming

residential and non- residential building was another important objective of the project.

The main objective of the project is to promote lutron and its various products to various

business fields likes architects, lighting consultants , project managers. Market in Gurgaon

city, West delhi and Central delhi was targetted.Various areas in Delhi ,NCR were selected.

The data gave knowledge about customer satisfaction, loyalty & their feel about the

LUTRON products.

The survey was conducted through direct interaction with the clients and by using

questionnaire. The information about various requirements & factors was collected . All

the data collected, primary data was filtered & analyzed, represented in the form of graphs

& charts. Secondary data was also used in report such as clients profile, on the basis of

analysis of data, conclusions were drawn. On the basis of findings & conclusions,

suggestions were given.

Chapter 1

Introduction

1.1 Description:-

Lutron provides a wide range of lighting control products like dimmers switches sensors and many more . the company provide more than 15000 products in the field of lighting control. Lutron is a Pennisylvania, U.S based company. Lutron is the leader in the field from the past five decades.the company has its global presence by doing business in over 80 countries. The company emphazises on its innovation and research and comes up with new solutions everday.Mr Joel Spira is the Founder and Chairman of the company. He is leading the company from the front for over 49 years. He invented world’s first solid state dimmer device. Lutron is the first company to get registered in the field of lighting control. Mr. Spira is a great inventor and innovator. He has always inspired by light and its physics and hence inveted world;s first solid state dimmer.

1.2 Background:-

Why Lutron:

Since 1961, Lutron has led the way in lighting control:

For more than 40 years, Lutron has been committed to product innovation, superb quality and unparalleled customer service. These attributes make Lutron the first choice of many of the world's foremost architects, engineers, homeowners, lighting designers and contractors. This guide will help you choose and install the most innovative lighting controls in the industry.Lutron is all about solid state dimmers. Lutron also involved in light switching and Lutron provide different ranges to use light. (20%, 40%, 60%, 80% etc.).

Organisations principles and goals: -Lutron’s Five Principles:

Take care of the customer. Take care of the company. Take care of the employee.

Innovate with high quality products. Deliver value to the customers.

Why Dimming:

Energy Saving Dimming reduces energy consumption. Saving cost by extending the lamp life.

Comfort Dimming provides comfort to eyes.

Flexibility Change the light levels for different activities. Add versatility to dinning, living, and entertainment room. Adapt the lighting in conference rooms, partition able space for multi

purposes.

Productivity Reduce glare at computer workstation.

Aesthetics Dim to create the perfect mood. Bring focus on products or display window.

Ease of installation:

Installation is simple and easy. Generally, dimmers will install just like a standard on/off switch.

No callbacks:

Lutron offers you the highest quality in the industry, which means no callbacks. Install a Lutron product and it will work the first time, every time.

Energy savings as compared to a switch:

Dimming the lights Saves You electricity Makes bulbs last longer10% 10% 2 times longer25% 20% 4 times longer50% 40% 20 times longer75% 60% >20 times longer

Dimming the lights:

• saves energy• extends the life of light bulbs

• saves homeowners time and money

Service:

Lutron supports you with the best service in the industry, including a free customer helpline –0800.282.107.

Why Lutron Dimmers:

TRIAC based dimmer which does chopping of current.

Why Dimming:

Energy Saving Dimming reduces energy consumption. Saving cost by extending the lamp life.

Comfort Dimming provides comfort to eyes.

Flexibility Change the light levels for different activities. Add versatility to dinning, living, and entertainment room. Adapt the lighting in conference rooms, partition able space for multi

purposes.

Productivity Reduce glare at computer workstation.

Aesthetics Dim to create the perfect mood. Bring focus on products or display window.

LampThe part which glows is called lamp.

Lamp Type

Lamps Incandescent Halogens Cold Cathode MLV(Magnetic

Low Voltage)/ELV(Electronic Low Voltage)

Par Lamps

CFL(Compact Florescent Light)

FTL(Florescent Tube Light)

LED

To Use Transformer/Direct Ballast Electronic

Driver

Magnetic

To Dim Direct Dimmable Dimmable Ballast 0-10V 1-10V DALI(Digital

Addressable Lighting Interface)

Dimmable Driver 0-10V DMX DALI

Load Type Incandescent 25w,40w,60w,100

wHalogens

12V/50w 60w,100w(rarely

used)Cold Cathodes

Defined by length.MLV/ELV

60w, 100w, 150w.

CFL 5w, 8w, 11w

not used dimming.

18w, 26w, 28w, 32w.

FTL(T5) 28w

LED2w, 5w, 8w, 10w.

DMX

It is used to change color of light. (Basically used in Malls.)

Lutron Products

1. Manual Dimmers LYNEO RANIA

2. RADIO POWER SAVER (RPS)”Energy Saver Product”.3. Stand Alone Dimming & Automation Device.

GRAFIK EYE(QS)

RTISS (Real Time Illumination Stability System)

This technology is used to control voltage fluctuations. It is inbuilt technology in Lutron Product. “Each is every product is tested under standard load. Lutron is not involved batch testing process.”

OBJECTIVES OF THE RESEARCH

Various objectives of conducting the study are: -

To study the future scope of Lutron products in the Indian market.

To discuss lutron and its products with existing and new clients.

To study the impact of Lutron lighting control to green building.

Chapter 2 Industry Overview

INDUSTRY :-LIGHTING CONTROL industry is totally focused on saving energy. This industry deals with how efficiently light can be used and saved.by installing different kind of controlling devices like dimmers, sensors, controllers lights can be saved to a large extent.Lighting automation can save energy and is required by most energy codes. Before designing an automatic lighting control system, it's important to understand the functionality of controls and what questions to ask.

A Lighting control system consists of a device that controls electric lighting and devices,

alone or as part of a daylight harvesting system, for a public, commercial, or residential

building or property, or the theater. Lighting control systems are used for working, aesthetic,

and security illumination for interior, exterior, and landscape lighting, and theater stage

lighting productions. They are often part of sustainable architecture and lighting design for

integrated green building energy conservation programs.

Lighting control systems, with an embedded processor or industrial computer device, usually

include one or more portable or mounted keypad or touchscreen console interfaces, and can

include mobile phone operation. These control interfaces allow users the ability to remotely

toggle (on-off) power to individual or groups of lights (and ceiling fans and other devices),

operate dimmers, and pre-program

Advantages

A major advantage of a lighting control system over conventional individual switching is the

ability to control any light, group of lights, or all lights in a building from a single user

interface device. Any light or device can be controlled from any location. This ability to

control multiple light sources from a user device allows complex "light scenes" to be created.

A room may have multiple scenes available, each one created for different activities in the

room. A lighting scene can create dramatic changes in atmosphere, for a residence or

the stage, by a simple button press. In landscape design, in addition to landscape

lighting, fountain pumps, water spa heating, swimming pool covers, motorized gates,

and outdoor fireplace ignition; can be remotely or automatically controlled.

Other benefits include reduced energy consumption, and power costs through more efficient

usage, longer bulb life from dimming, and reduced emission carbon footprints. Newer,

wireless lighting control systems provide additional benefits including reduced installation

costs and increased flexibility in where switches and sensors can be placed.[1]

Controlling strategies

Lighting control systems provide the ability to automatically power a device based on:

Chronological time (time of day)

Astronomical time (sunrise/sunset)

Room or outdoor space occupancy (motion sensors)

Presence of daylight (lighting costs and energy conservation, and daylight harvesting)

Events

Alarm conditions

Program logic (any combination of events)

Chronological time is a specific time of day as pre-set timers use. Astronomical times

includes sunrise, sunset, a specific day of the week or days in a month or year. Room

occupancy might be determined with motion detectors or RFID tags, and is part of security

and energy conservation programs. Artificial lighting energy use can be reduced by

automatically dimming and/or switching electric lights in response to the level of daylighting,

a technology known as daylight harvesting. Mobile phone operated controls can turn on a

basic group of circulation—safety fixtures serving exterior—interior locations on approach,

or to preheat a "water spa" in advance of returning. Events might include special fixtures for

social occasions and holiday lighting, or overall brightness for cleaning. Alarm conditions

can include doors opening and motion detected in a protected area, or manual "panic buttons-

all lights on" for occupants sensing a possible intrusion. Program logic can tie all of the above

elements together using constructs such as if-then-else statements and logical operators.

The lighting industry in India is valued at INR 71.7 bn in 2009 and has been growing at 12%. Lighting, a necessity in households and industries, will lead to the development of this market.The report begins with an overview of the lighting industry indicating market size, growth, share of segments and share of electrical energy used by these different lights in India. It also talks about which lighting source is energy efficient and which are inefficient. The report also provides a detailed analysis of the various segments in the market including incandescent lamps, fluorescent lamps, compact fluorescent lamps and light emitting diode.An analysis of the drivers explains growth factors such as rising household demand, government initiatives, gap in demand and supply of power, growth in automotive lighting industry, carbon trading and growth in solar photovoltaic cell. The key challenges identified include high cost of CFLs and LEDs and issues with disposal of CFLs.Competition section provides brief profiles of domestics and foreign major players in the market. The section contains a snapshot of their corporation, financial performance and business highlights, providing an insight into the existing competitive scenario.

Major players in the field of lighting control are:

Lutron Electronics Philips dynalite Creston Leviton Schneider Havells Universals electric Osram Sylvania and many more.

LampThe part which glows is called lamp.

Lamp Type

Lamps Incandescent Halogens Cold Cathode MLV(Magnetic

Low Voltage)/ELV(Electronic Low Voltage)

Par Lamps

CFL(Compact Florescent Light)

FTL(Florescent Tube Light)

LED

To Use Transformer/Direct Ballast Electronic Magnetic

Driver

To Dim Direct Dimmable Dimmable Ballast 0-10V 1-10V DALI(Digital

Addressable Lighting Interface)

Dimmable Driver 0-10V DMX DALI

Load Type Incandescent 25w,40w,60w,100

wHalogens

12V/50w 60w,100w(rarely

used)Cold Cathodes

Defined by length.MLV/ELV

60w, 100w, 150w.

CFL 5w, 8w, 11w

not used dimming.

18w, 26w, 28w, 32w.

FTL(T5) 28w

LED2w, 5w, 8w, 10w.

Why Dimming:

Energy Saving Dimming reduces energy consumption. Saving cost by extending the lamp life.

Comfort Dimming provides comfort to eyes.

Flexibility Change the light levels for different activities. Add versatility to dinning, living, and entertainment room. Adapt the lighting in conference rooms, partition able space for multi

purposes.

Productivity Reduce glare at computer workstation.

Aesthetics Dim to create the perfect mood. Bring focus on products or display window.

Chapter 3

Company

Profile

The History of Dimming Begins with Lutron:

In 1961, Lutron introduced the world's first solid state dimmer. From that point forward, Lutron innovations transformed the world of lighting controls. Today, with more than 75 utility and 2700 world wide patents with 40 design patents and over 15,000 products shipped to 80 countries worldwide, Lutron continues to lead the way in dimming innovation and quality. Products range from simple wall controls that dim room lights (like the rotary control you probably have on your dining room wall) to complex systems that can control an entire home or building.

How the dimmer was invented:

Joel Spira has always been interested in light. He is fascinatedby the physics of light, its psychological and emotional effectsand the informational characteristics. A number of yearsago, someone showed him a solid-state device called a siliconcontrolled rectifier (SCR), which is the size of a large pea.During World War II in the Navy, he had a device that did thesame thing as the SCR for secret radars but was the size of acarton of milk. He was immediately struck by the capabilitythat this new device offered for the control of electrical power.The SCR worked by chopping out a varying portion of the60-cycle sine wave. It then became apparent to him that you could put this new device in a wallbox for an ordinary switch and there by dim the ordinary light bulb. Dimming the light bulb could save electrical energy costs. There were dimmers that could dim light bulbs, however they were the size of a breadbox and would not make an item that could be used by many people. It was a combination of technology, the physics of light, the idea of comfort, control and enhancing the home environment that started the whole thing. So he tested out the idea. It worked; he patented this idea and was off to the races.

Capri® dimmer and marketing materials-The original style of dimmer commercialized by Joel Spira in the early 1960s — the Capri. The original 18” tall, lighted Capri display (below left) features a fully functional dimmer and suggested rooms of use. The original Capri sales sheet conveys the benefits of dimming the lights in any room of the home.

1971 | Nova® The first linear slide dimmer-In 1971, Joel Spira introduced America to a new styleof architectural dimmer — the Nova linear slide. Therugged Nova dimmer, with its distinct linear slidecontrol, was designed for demanding applications ofup to 2000 Watts. The product was so widely accepted

that Joel Spira expanded the family of products toinclude dimmers for all light sources, plus switchesand fan controls. Today, the Nova is one of the mostrecognized and utilized products in the lighting control market.

100% Factory Tested:

Lutron lighting controls ship guaranteed to work. Products are factory tested, ready to perform under the most demanding field conditions. Superior Quality to Withstand Harsh conditions. Lutron products are designed and tested in anticipation of the harshest conditions the world has to offer. Whether it’s heat, frequency shifts, improper installations, voltage spikes, or electrostatic discharge, Lutron products are designed for many years of trouble-free performance.

Certified to ISO 9001 Quality Standard:

The "1" in ISO 9001 indicates the most stringent of ISO 9000 certifications, and has special significance for Lutron customers. ISO 9001 ensures customers that Lutron directly designs, engineers, and manufactures its products, while staffing field services and job start-ups with Lutron employees. Environmentally Friendly Lutron dimmers save electricity. These savings add up to a significant and positive impact on the environment. As a rough estimate, Lutron dimmers currently in use save as much electricity in a year as is output by multiple power generating plants. Considerably less air, heat and water pollution are the direct results. Additionally, Lutron’s environmentally-friendly manufacturing practices include systematic recycling of materials used in components and processes, and the use of recycled or recyclable product packaging whenever possible.

Global Presence:

Lutron stocks, services, and supports its lighting controls worldwide. Around the globe, our customers recognize and rely upon Lutron quality and customer support to meet their lighting control needs. Our European headquarters is in London, England with offices in Madrid and Barcelona, Spain; Berlin, Germany; and Paris, France. Our world headquarters is located in Coopersburg, Pennsylvania, in the Northeastern, U.S. We are conveniently located near New York City; Philadelphia and Washington D.C. Asian offices are located in Tokyo, Japan; Singapore, Shanghai, Beijing and Hong Kong.

Lutron’s Five Principles:

Take care of the customer. Take care of the company. Take care of the employee. Innovate with high quality products. Deliver value to the customers.

Business Strategies:

The definition of business strategy is a long term plan of action designed to achieve a particular goal or set of goals or objectives. Strategy is management's game plan for strengthening the performance of the enterprise. Lutron deals with its clients through distributors. Distributor take cares of installation and maintenance of products for clients.

Indirect Approach:

In indirect approach Lutron does not deal with client directly. Lutron interacts with the distributor and distributor deals with clients.

Direct Approach:

In direct approach Lutron deals with its clients for lead generation with involvement of its distributors. Enquiries of clients are handled by distributors only.

Lutron Distributor Client

Client

Lutron

Distributor

Company Hierarchy:

Distributor Details:

BABBLER MARKETING PVT LTD ABB LIFE SCIENCES PVT LTD ANUSHA TECHNOVISION PVT LTD

CAUVERY ELECTRICALS ANUSHA TECHNOVISION PVT LTD INNOVATIVE SYSTEMS & SOLUTIONS

M.R.S. CORPORATION

XSYS SOLUTIONS

Country Head

Regional Manager (AM) Admin Manager Application Design Engineer

Bangalore Delhi Mumbai

India

Bangalore Delhi Mumbai

Business Process:

Collection of Project Drawings

Load Schedule

BOM (Bill of Material)/BOQ (Bill of Quantity)

Quote

Revised Quote

Purchase Order

Performa Invoice

T.T. (Fund Transfer)

Lead Generation

Why Lutron:

Since 1961, Lutron has led the way in lighting control:

For more than 40 years, Lutron has been committed to product innovation, superb quality and unparalleled customer service. These attributes make Lutron the first choice of many of the world's foremost architects, engineers, homeowners, lighting designers and contractors. This guide will help you choose and install the most innovative lighting controls in the industry.Lutron is all about solid state dimmers. Lutron also involved in light switching and Lutron provide different ranges to use light. (20%, 40%, 60%, 80% etc.).

Ease of installation:

Installation is simple and easy. Generally, dimmers will install just like a standard on/off switch.

No callbacks:

Lutron offers you the highest quality in the industry, which means no callbacks. Install a Lutron product and it will work the first time, every time.

Energy savings as compared to a switch:

Dimming the lights Saves You electricity Makes bulbs last longer10% 10% 2 times longer25% 20% 4 times longer50% 40% 20 times longer75% 60% >20 times longer

Dimming the lights:

• saves energy• extends the life of light bulbs• saves homeowners time and money

Service:

Lutron supports you with the best service in the industry, including a free customer helpline –0800.282.107.

Why Lutron Dimmers:

TRIAC based dimmer which does chopping of current.

Dispatch of Material

PRODUCT DETAILS:

Stand Alone Controls

Single Room Controls

Whole Home Systems

Whole Building Systems

Shading Systems

Sensors

Dimmers & Switches

Fan Controls

Timers

Sensors(Dimmer / Switch)

eco-home

Wallplates & Accessories

Maestro Wireless

Spacer System

RadioRA 2

GRAFIK Eye 3000

GRAFIK Eye QS

Stanza

RadioTouch

Balance LC

Athlite

AuroRa

RadioRA 2

HomeWorks

GRAFIK Eye 4000

LCP 128

XPS

SoftSwitch Energi Savr

Node

EcoSystem

GRAFIK 7000

Quantum

Sivoia QED

Sivoia QS

Sivoia QS Wireless

Hyperion Solar-adaptive

Shading

Fabrics

Other Systems

Occupancy / Vacancy

Daylight

Latest product with Lutron for Indian Market:

Lyneo Rania GRAFIKEye QS Radio Power Saver GXI GRX

LYNEO 0-10V FLUORESCENT DIMMER:

LYNEO 0–10 V PRESET DIMMER:

• Model #: LNTV-F20B-XX-M• On/off button enables user to turn the lights on to

a preset light level quickly and easily.• Select light level with slider—slide up to brighten,

down to dim.• For 0–10 V dimmable fluorescent ballasts, 2 way.• Rated for maximum 20 ballasts/40 mA control current.• Requires an external non-latching (monostable) relay

with a coil rated for 250 V and 30 VA max by another manufacturer.

LYNEO 0–10 V SLIDER DIMMER:

• Model #: LSTV-F20B-XX-M.• Select light level with slider - slide up to brighten,

down to dim.• For 0–10 V dimmable fluorescent ballasts.• Rated for maximum 20 ballasts/40 mA control current.• Requires mains voltage occupancy sensor by another manufacturer to power ballasts.

RANIA DIMMER:

Product family features:

• Green LEDs indicate light level• Lights softly fade to on/off• Acoustically quiet operation• Tap on to favorite level; tap off• Tap twice for full on• Press, hold and release for gradual fade-to-off• Press up/down buttons to adjust light level

Technical specifications:

• 220 - 240 V~, 50/60 Hz• Backbox with a depth of at least 35mm backbox recommended• CE approved• Universal dimmer controls incandescent, halogen, electronic and magnetic low

voltage where transformer type is unknown

• Multi-location dimming – use with accessory dimmer

LyneoTMslideto off

LyneoPreset

Lyneo0-10 slider

Lyneo0-10preset

Rania®andRania IR(single& dual)

Dimmer

incandescent/halogen ✔ ✔ ✔

magnetic low voltage ✔ ✔

electronic low voltage

✔

Universal ✔

Infrared ✔

1-way ✔ ✔ ✔

2-way ✔ ✔ ✔

Multiway ✔ ✔

fluorescentloads 0-10 V

✔ ✔

GRAFIKEye QS

The new Lutron QS technology provides intuitive control of both electric light andday light. With the new GRAFIK Eye® QS preset lighting control system, adjust your lights and blinds for any task or activity in any room — commercial, institutional, or residential. Recall these settings with the touch of a button. The new QS technology provides convenient control and enhancement of the visual environment.

Advantages:

Simple to operateo The GRAFIK Eye QS and seeTouch® QS have large, engravable, backlit

buttons. The GRAFIK Eye QS also has an information display with multiple language options.

Easy to design and integrateo The GRAFIK Eye QS and Sivoia® QS blinds work together without

interfaces. In addition, GRAFIK Eye QS works directly with occupancy sensors and connects to A/V devices and building management control systems.

Ultra-quiet performance

o Sivoia QS roller blinds operate at a near-silent level, rated at 44dBA at 1 m

(approx. 3 ft.). Control daylight without disturbing the activity in a space.

Precision control of daylighto Sivoia QS roller blinds utilise patented Lutron quiet electronic drive

technology to control blinds with quiet precision and elegance. Blinds start, move, and stop in unison, operating smoothly and maintaining perfect alignment with each other. Minimal 20 mm (0.75 in.) light gaps ensure maximum window coverage.

Saves energyo The GRAFIK Eye QS has an energy savings indicator, built-in astronomical

and programmable time clock, direct connection to occupancy sensor for manual on/automatic off, and the ability to dim lights to specific preset levels. Sivoia QS blinds reduce solar heat gain,decreasing cooling costs by up to 10%.

Features:

Control your blinds: o Backlit labeled blind control buttons (changeable in the field).

Backlit zone buttons: o Raise or lower each group of lights.LEDs indicate the current light level for

each zone.

Colour options: o Available in multiple colours for endless combinations that will accent any

décor.

Control your lights: o Backlit labeled buttons for selecting scenes, with or without blinds

(changeable in the field).

Infrared remote control: o Provide hand-held control with an infrared remote.

Time clock: o Provides scheduling to meet energy code requirements (multiple language

options).

Information display: o Easily read energy savings, lighting levels, and time clock information

(multiple language options).

Connections to :o Infrared receiver

o Personal computer

o Occupancy sensor (no power supply needed)

o A/V and building management systems via RS232/ethernet interface

o Accessory wallstations

o Additional GRAFIK Eye QS control units

o Sivoia® QS roller blinds

Radio Power Saver:

Lutron’s occupancy and vacancy sensors are wireless ceiling-mounted battery-powered passive infrared (PIR) sensors that automatically control lights via RF communication to compatible dimming or switching devices. These sensors detect the heat from people moving within an area to determine when the space is occupied. The sensors then wirelessly transmit the appropriate commands to the associated dimming or switching devices to turn the lights on or off automatically. They combine both convenience and exceptional energysavings along with ease of installation.

Features Wireless occupancy sensor has 3 settings available:

Auto-On/Auto-Off, Auto-On Low-Light/Auto-Off, andManual-On/Auto-Off options

Auto-On Low-Light feature will only turn lights on automaticallyif there is less than approximately 1 fc (10 lux) of ambient light

10-year battery life design Passive infrared motion detection with exclusive Lutron XCTTM Technology for fine motion detection 360˚ coverage ranges from 30 m2 (324 ft2) to 62 m2 (676 ft2) for superior fine

motion detection Multiple ceiling-mount methods available for different ceiling materials RoHS compliant Simple and intuitive adjustments available for Timeout, Auto-On, and Sensitivity

settings Front accessible test buttons make setup easy Lens illuminates during test mode to verify ideal locations Up to 3 sensors can be added with each RF dimming or switching device for extended

coverage Each sensor may be added to up to 10 compatible RF dimming and switching devices

for spaces with multiple zones of lighting The sensor should be mounted within 9,1 m (30 ft) of the associated dimming and

switching receiving devices

Specifications:

Standards: CE

Environment:

Temperature: 0 ˚C - 40 ˚C (32 ˚F - 104 ˚F) For indoor use only Power Operating voltage: 3 V Operating current: 20 μA nominal Requires one CR 123 lithium battery 10-year battery life design Non-volatile memory (saved changes are stored during power loss)

Sensor Coverage Test:

Front accessible test button Lens illuminates orange in response to motion during test mode and is visible from 9

m (30 ft)

Wireless Communication Test:

Front accessible test buttons Turn loads on and off

Timeout Options:

5 minutes 15 minutes 30 minutes

Auto-On Options (Occupancy Version Only):

"Always" - Sensor turns lights ON and OFF automatically. "Low light" - Sensor turns lights ON automatically only in low ambient light

conditions. Sensor turns lights OFF automatically. "Disable" - Lights must be turned ON manually from dimming or switching device.

Sensor turns lights OFF automatically.

Sensitivity Options: Low Activity Medium Activity High Activity

Range Diagram:

4,0 m (13 ft)Radius of Coverage at Floor when

mounted on an 2,4 m (8 ft) Ceiling

Existing Clients in India

Hotels:

ITC Sonar Bangla Kolkata. ITC Maurya Delhi ITC Grand Central, Parel, Mumbai ITC Grand Maratha, Andheri, Mumbai ITC Windsor Manor,Bangalore. ITC Mughal, Agra. ITC Gardenia ,Bangalore. ITC Kakatia, Hyderabad. TAJ ITPL, Bangalore. Westin Hotel,Hyderbad. Hotel Le Meridian, New Delhi Park Hyatt, Goa Park Hotel,Vizag. Leela Palace, Goa. Leela Hotel,Gurgaon. Marriott, Chalet Hotels Powai, Mumbai The Trident Gurgaon. Oberoi Rajvilas, Jaipur (Rajasthan) Oberoi Trident, Gurgaon (Haryana) Oberoi Restaurant, at Trident, Chennai. Oberoi Restaurant Three Sixty Deg, Delhi. Oberoi Restaurant Travertino, Delhi. Oberoi Restaurant, Tiffin, Mumbai. Oberoi Restaurant, Vetro, Mumbai. Oberoi Hotel,BKC,Mumbai. Sahara Star, Board Room, Mumbai Uppals Orchid Hotel, Delhi

Havemore Restaurant, New Delhi The Imperial, New Delhi Restaurant at the Park Hotel Chennai Banquet Hall & Board Rooms at Tunga Hotel, Vashi, Navi Mumbai Park Hotel, Belapur, Navi Mumbai Vasant Continental-Vasant Vihar. Today Hotel, Gurgaon Claridges Hotel-Surajkund

Restaurants:

TK’s, Hyatt Regency, New Delhi Havemore, New Delhi Bon South, Bangalore South Indies, Bangalore Geoffrey Restaurant, Various

Malls, Multiplexes and Resorts

Centre Stage Mall, Noida (U.P.) Kaushambi Mall, (U.P.) Centre Stage Mall (Lucknow) Sahara Golf Academy (Amby Valley, Lonawala) Bansi Lal Leisure Parks, Kolkata Chowkhee Dhani, Jaipur DLF Club, Gurgaon (Haryana)

Govt Offices/ Buildings

Prime Minister’s Office Delhi Metro Rail Corp, Metro Stations. ONGC

Corporate Offices, Showrooms and Studios

Louis Vuitton showroom, New Delhi Louis Vuitton showroom, Bombay A.R. Rehman Studio, Chennai Yash Raj Studio, Mumbai Ericcsson Building, New Delhi Microsoft Corporate Office, Gurgaon Nokia Corporate office, Gurgaon

CSC, Noida

Residences: Mr. K.P.Singh, DLF Delhi. Ms.Shobhana Bhartiya HTimes,Dehli Mr. Sunil Mittal of Bharti Telecom, New Delhi Mr. Lakhshmi Mittal of Ispat Group, New Delhi Mr. Naresh Goyal (Jet Airways), Delhi Mr. Kishore Bajaj of Bada Saab, Mumbai Mr. Jindal of Jindal Steel, New Delhi Mr. Lakhani of Lakhani Footwear, Faridabad Mr. Kumar Manglam Birla, Mumbai Mr. Punit Makkar, Mumbai. Mr.Bobby Mukherji, Bobby Mukherji & Associate,Mumbai. Mr.Arora ,Mumbai. Mr. D. S. Kulkarni, D S Kulkarni Builders, Pune Mr. Bijli of PVR Cinemas, New Delhi Mr. Vipin Chhabra of CTC Plaza, New Delhi Mr. Madhiraju, Bangalore Mr. Manish Chhabra, of CTC Plaza New Delhi Mr. Ishwaran, Dehradun (U.P.) Mr. Sawhney Residence, New Delhi Mr. Wahi Residence. Gurgaon Mr. Agarwal Residence, Worli, Mumbai Mr. Vinod Goenka, Conwood, Mumbai Mr. Kishore Chhabria, Mumbai Mr. Jai Mehta, Mumbai Mr. Muzzafer Hussain, Mira Road, Thane Mr.Mohit Burman,Dabar,Mumbai. Mr. Bhushan Kumar of T-Series, Mumbai Mr. Rakesh Kumar Wadhawan of DHFL /Dheeraj Group, Mumbai. Mr. Vaswani, (Chokhi Dhani),Jaipur Mr. Patni, (RK Marbles), Kishangarh (Rajasthan) Mr. Nitan Chatwal Residence, Mumbai Mr. Kochar Residence, Mumbai Mr. Amit & Mrs.Ritu Residence, Mumbai Mr. Ruia Residence of Vodafone, Mumbai Mr. L.K.Jain Residence, Pune. Mr. Navin Makhija of Wadhwa Group, Mumbai Mr. Thakersay Residence, Mumbai Mr. Mantri Residence of Mantri Group, Mumbai Mr. Hiten Seth Residence, Mumbai Mr.Sunil Patil,UBICS, Pune.

SWOT ANALYSIS:

SWOT analysis is a strategic planning method used to evaluate the Strengths, Weaknesses, Opportunities, and Threats involved in a project or in a business venture. It involves specifying the objective of the business venture or project and identifying the internal and external factors that are favorable and unfavorable to achieve that objective.A SWOT analysis must first start with defining a desired end state or objective. A SWOT analysis may be incorporated into the strategic planning model. Strategic Planning, has been the subject of much research.

Strengths: attributes of the person or company that is helpful to achieving the

objective(s).

Weaknesses: attributes of the person or company that is harmful to achieving the

objective(s).

Opportunities: external conditions that is helpful to achieving the objective(s).

Threats: external conditions which could do damage to the objective(s).

Identification of SWOTs are essential because subsequent steps in the process of planning for

achievement of the selected objective may be derived from the SWOTs

SWOT ANALYSIS OF LUTRON:-

STRENGTHS

Company which invented world’s 1st

solid state dimmer

Widest product range and innovation

Unique producer

Superior quality

Quality service

Use various technologies

Reliable product

ISO certified

Eco friendly & Energy saving

100% factory tested

Global network

WEAKNESSES

Small setup

No list Pricing

Limited market segment

High price as compare to others

Import

Less public awarness

OPPORTUNITIES

Existing Goodwill in the market

Capture large market

Manpower and by setup expansion

Durability of the product

Never lose their customer because of

best quality and services

THREATS

Competitor

Indian mindset and perception

Copying of companies technology

and development techniques

STRENGTHS:-

Company which invented world’s 1 st solid state dimmer: Lutron is the first company who invent world’s 1st Solid State dimmer in 1961. And in 1974, launched 1st dimmable ballast for fluorescent lamp.

Widest product range and innovation: Over 12,000 products to offer solutions for different applications:

-Wallbox dimmer for 1 to 2 circuits-GRAPHIK eye for entire room-Centralized Lighting control for a whole building or a group of buildings.-10% of Annual revenue are invested in Research & Development.-Possession of more than 75 utility and 40 design patents.

Unique producer: Lutron is unique producer of devices which using RTISS (Real time illumination stability system) and XCD technology.

Superior quality: -Each and every product has been tested under standard load-ISO Certified- One of the first 20 US Companies to receive the ISO 9001 Quality standard Certification.

Use various technologies: RTISS (Real time illumination stability system) which automatically control

the fluctuation of the voltage. XCD which can capture finest motion. TRIAC which chop the current.

Reliable product: Moreover 75 utilities and 40 patents along with 2700 worldwide patents describe the reliability of Lutron all over the globe.

Quality service: Extra long maintenance and Service 24*7 . Free training for distributors, developers, architects and designers on lighting

control technology and Lutron product Knowledge.

Eco friendly & Energy saving: Lutron lighting product, it impact to Green buildingProducts are LEED (Leadership in energy and environment design) Certified.

Global network: Worldwide presence, over 80 countries.24*7 worldwide customer supports.

WEAKNESSES:-

Small setup in India: Less number of working staff in India.

No list Pricing: There is no list price which tends to less product specification details and less consumer awareness. Tough to satisfy price sensitive market like India.

Limited market segment: Cover only niche market segment like Hospitality (5 star hotels), High end

residences. Few products for middle class customers.

High price as compare to others: Product price are very high as compare to other compatitors. Less suitable for price sensitive market like India.

Import: All Products are imported from US by plane and shipment which add cost in the product.

OPPORTUNITIES:-

Existing Goodwill in the market:

Being the inventor and world’s oldest and largest company in the field of lighting control, Lutron has a good reputation and Goodwill in the whole world. With Largest certification and maximum patents Lutron has best position in the industry.

Capture large market:

By touching near about each and every sector (Residential, Commercial, Hospitality etc.) Lutron has potential to cover large market not only in the developed countries but also emerging countries like india and other Gulf countries as well.

Manpower and by setup expansion:

By getting huge projects in India, Lutron needs expansion of staffs in different fields like marketing, sales and promotion, Administration. So that they can enhance their setup more constructively.

Never loose their customer because of best quality and services:

With its high end quality service and 24 * 7 customer support Lutron never loses its reliable Customers. There firm believe and satisfaction is an evidence of Lutrron’s Reliability.

THREATS:-

Competitors:

International- With upcoming companies in the field of lighting control Lutron is facing tough competition from its international competitors. They are competing in various fields like technology, innovation ,product quality and reliability and price sensitivity.

National- With Indian manufacturing, production setup and cheap labour , Local companies are major threat to Lutron. Due to their Low price range such companies survive well in the price sensitive market like India.

Indian mindset and perception:

Due to price sensitive mentality and less technical awareness , Indian customers

generally go for low quality product. It is again a major threat to the company.

Chapter-5Training Profile

THE RESEARCH METHODOLOGY.

Research is an art of scientific and systematic search for pertinent information on a specific

topic. It’s a systematized effort to gain some knowledge.

Objective of research:

To gain familiarity with a phenomenon or to achieve new insights into it. To portray accurately the characteristics of a particular individual. To determine the

frequency with which something occurs.

Types of research:

Descriptive vs Analytical:

Descriptive research includes surveys and fact finding enquiries of different kinds. We quite often use the term ex factor for it. It includes frequency of shopping, preferences of people etc.

In analytical research on the other hand, researcher uses the facts and information already available, and analyze these to make a critical evaluation of the materials.

Applied vs Fundamental research:

Applied or action research aims at finding a solution for an immediate problem facing a society or an industrial organization. However fundamental research deals with generalizations and with the formulation of a theory.

Quantitative vs Qualitative research:

Quantitative research is based on the measurement of quantity or amount. It is applicable to phenomenon that can be expressed in terms of quantity. Qualitative research, on other hand, is concerned with qualitative phenomenon, i.e. phenomenon relating to or involving quality or kinds.

Conceptual vs Empirical:Conceptual research is that related to some abstract ideas or theory. It is generally used by philosophers and thinkers to develop new concepts or to reinterpret existing ones. On the other hand, empirical research relies on experience or observation alone, often without due regard for system and theory.

Strategies followed by LUTRON:-

For Indian market Lutron is using both B2B and B2C marketing strategies.

B2B (Business to Business)

It involves both wholesale purchasing and electronic data interchange between business and business partners. This takes place between companies. As per their consent and understanding, they can mutually do the business.

B2C (Business to Consumer)

Business to consumer means performing any commerce activity by utilizing open network. A system to provide with infrastructure for purchasing and distributing product and services. the includes the exchange of goods and services for which the payment is done. No middlemen will be involved in this sort of business as the gap between the company and the consumer is bridged.

Research Process

There are two main processes used for research of future scope of Lutron in Indian market.1. Awareness for new customer2. Update about new product to existing customer.

Awareness for new customers

Awareness of customers is an important step for business of a company. Lutron arranges data of new customers and provides sound knowledge of products by sales team. This strategy adds more numbers of new customers in India.

Update about new products to existing customers

Lutron uses another business strategy to enhance their business in Indian market. LutronMaintain a good relationship with their existing customers. Lutron arranges seminars and other business activities for their existing customers and update them about their new products.

A common process is used for both business strategies.

WORKING PROCESS

The working process during the research was as follows

Calling to Architects, Interior Designers, and Electrical Consultants and AV integrators.

Visit offices of Architects, Interior Designers, and Electrical Consultants and AV integrators.

Meeting with Architects, Interior Designers, and Electrical Consultants and AV integrators.

Product demo to Architects, Interior Designers, and Electrical Consultants and AV integrators.

Lead generation

6 PRODUCT AWARENESS PROCESS

Name of Some architects, interior designers, AV Integrator & electrical consultant they provides above feedbacks.

Customer Feedback of Residential Market for Lutron Product:

High end residances:

Good and impressive products. Reliable Product. Provides comfort. Long-lasting products.

Name of Some ARCHITECTS they provides above feedbacks.

semac pvt ltd,

b6/23, safdarjang enclave ,delhi mr. gupta

011-40681100

rbgupta@semacindia.com

card and brochure

arvind vivek and

m. karishma chauhan

associates

studio architects

b/15 the dlf shpping mall mr. anuj khanna

studioarchitect@gmail.com

meet on 29-7- 2010

electech514 sec 31 mr. rakesh batra 981110548

met alongwith with moses sir

space age builders

sec5 near petrol pump, sheetla mata road, ggn ms. jagita

remeeting(future ref.)

studio architects

B 15 DLF Shopping Mall, DLF PHS 1 ggn mr. anuj khanna meet later

space age builders

sec 5 near petrol pump ggn ms. Jagita

9910759554

meeting(card and brochure)

rentech designs india pvt. ltd

247 second floor, DTMega mall, golf course road, ggn mr. rajat behl

9711248357

supplies @rentechdesigns.com

meeting(card and brochure)

budhha interiors

229 second floor, DTMega mall, golf course road, ggn office closed

voyants india pvt. Ltd.

c 011B supermart 1 frstr floor sushant lok 1

mr. jitender singh

9899943248 jitender@voyants.in

meeting(card and brochure)

archon engicon pvt. Ltd.

no.1002 1004 10th floor galleria, dlf phs 4

mr. dipankar saika

9910603728

d.saika@archconengicon.com meet later

Economical residences:

Costly Products. Cost sensivitive indian market.

Name of Some of the upcoming projects sites in gurgaon they provides above feedbacks.

Project Name

Companies name and address

Contact person & contact email id status of project

Visited site DLF building ( Aralia and magnolia)

near DLFgolf country,ggn.

Mr. Shakeel Ahmed,chief mngr.9953326481

ahmed-shakeel@dlf.in

under cnstrctn, sufficent time.

TAJ hotel, HB ESTATE (SEC-44), GGN.

BY HB ESTATE (SEC-44), GGN.

Mr. Rajiv Upadhyaya, proj. mngr.HBESTATE,mr. dheeraj sharma (SEN. MNGR MEP SERVICES)9717320330

dhiraj.sharma@grouphb.in

under cnstrctn, sufficent time.

RADISSON HOTEL BY HB ESTATE (SEC-44), GGN.

cross ggn -manesar toll (1km)

Mr. Dicky Malhotra ,project Mngr.(9910218089)

dicky.m55@gmail.com

under cnstrctn, (lighting work will start soon, 1 month max.)

Major achievements during the training period:

During research process Lutorn found some new leads and meetings given by me:

Meeting with : Mr. Shakeel Ahmed( chief elec. Engg. DLF) Address: Aralias site(next to DLF Golf Course) Status : Requirement of 19 Grafik eye QS

Meeting with Mr.Dicky Malhotra(senior proj. mngr) Radisson hotels Address:(2kms from manesar toll)

Status: to be followed further Meeting with Mr. Vineet Wadhwani

Address Sleek Sales corp. office ,334 qutab plaza, ggn.(A/V integrator)

Meeting with Mr. Rakesh Batra( discussion on flat project,drawings and quotation) Address:electec consultants 514sec 32,ggn.

Found 40 new residential and industrial sites to give new business to lutron Found 5 new five star hotels in gurgaon and delhi/NCR region follow up is in

progress from lutron empoyees

.

Chapter-5Findings & Analysis

RESEARCH ANALYSIS AND FINDINGS

5.1 Research Methodology: -All the findings and conclusions obtained are based on the survey done in the working area within the time limit. I tried to select the sample representative of the whole group during my job training. I have collected data from architects, lighting consultants,project managers and distributors.5.1.1 Objectives: -

1. Primary objectives: - To get knowledge about lutron and its products and further promote them to

various architects, lighting consultants, existing clients so that the company can find more business opportunities and can produce more and fruitful results.

To study the future feasibility of lighting control industry and scope of lutron in the industry.

2. Secondary objectives: - To determine the need and purpose of clients and consumers who are directly

related to their respective architects and lighting consultants.

To understand the deciding criteria for people to use lighting control products.

To collect and analysis the information of prospect candidates in order to make the information appear in front of management so that they can be selected as various base and parameters for lutron’s future decisions. To offer suggestions based upon the findings.

5.1.2 Research Plan: -

1. Preliminary Investigation: - In which data on the situation surrounding the problems shall be gathered to arrive at

The correct definition of the problem.

An understanding of its environment.

2. Exploratory Study: - To determine the approximate area where the problem lies.

3. Research Design: -Research was initiated by examining the secondary data to gain insight into the problem. By analyzing the secondary data, the study aim is to explore the short comings of the present system and primary data will help to validate

the analysis of secondary data besides on unrevealing the areas which calls for improvement.

4. Developing the research plan: - The data for this research project has been collected through self-administration. Due to time limitation and other constraints direct personal interview is used. A structured questionnaire was framed it is less time consuming, generates specific and to the point information, easier to tabulate and interpret. Moreover respondents prefer to give direct answers. In questionnaires closed ended, questions has been used

5. Collection of data: -

Secondary Data: - It was collected from internal sources. The secondary data was collected on the basis of organizational file, official records, news papers, magazines, management books preserved information in the company’s database and website of the company.

Primary Data: - All the lighting consultants, existing clients were personally visited and interviewed. They were the main source of primary data. The method of collection of primary data was direct personal interview through a structured questionnaire.

6. Sampling Plan: - Since it is not possible to study whole universe, it becomes necessary to take sample from the universe to know about its characteristics.

Sampling units: - Architects , lighting consultants, existing clients of Gurgaon, west delhi and central delhi.

Sampling technique: - Random Sampling.

Research instrument: - Structured questionnaire.

Contact method: - Personal interview.

5.1.3 Data Analysis, Interpretation and Presentation: -

Q1 Your Age?

S.No. Category No. of Respondents

Percentage

1 25-35 years 10 10%2 35-45 years 25 25%3 45-55 years 50 50%

4 55 & above 15 15%Total 100 100%

Interpretation: -From the table and graph above it can be seen that

20% respondent’s age are between 25 to 35 years. 35% respondent’s age are 35 to 45 years. 30% respondent’s age are 45 to 55 years. 15% respondent’s age are 55 to years above.

Q2 do you know about lutron products?

S.No. Category No. of Respondents

Percentage

1 Aware 65 65%2 Unaware 35 35%

Total 100 100%

Interpretation: -From the table and graph above it can be seen that

65% respondents are aware about lutron. 35% respondents are unawareabout lutron.

Q3 how did you find lutron products in term of quality and features?

S.No. Category No. of Respondents

Percentage

1 Excellent 55 55%2 Very good 30 30%3 Good 15 25%

Total 100 100%

Interpretation: -From the table and graph above it can be seen that

25% respondents are Under Graduate. 40% respondents are Graduate 35% respondents are Post Graduate.

Q4 Number of years is you in Delhi?

S.No. Category No. of Respondents

Percentage

1 Less than five years

39 39%

2 More than five 61 61%

yearsTotal 100 100%

Interpretation: -From the table and graph above it can be seen that

39% respondents are in Delhi is less than five years. 61% respondents are in Delhi is more than five years.

Q5 Your Occupation?

S.No. Category No. of Respondents

Percentage

1 Business 20 20%2 Profession 54 54%3 Service 26 26%

Total 100 100%

Interpretation: -From the table and graph above it can be seen that

20% respondent’s occupation is Business. 54% respondents are Profession. 26% respondents are Service.

Q6 Your Annual household income?

S.No. Category No. of Respondents

Percentage

1 Less than 2 lacs

49 49%

2 Between 2 to 5 lacs

31 31%

3 Between 5 to 9 lacs

15 15%

4 More than 8 lacs

5 5%

Total 100 100%

Interpretation: -From the table and graph above it can be seen that

49% respondent’s annual household income is less than 2 lakhs. 31% respondent’s annual household income is between 2 to 5 lakhs. 15% respondent’s annual household income is between 5 to 8 lakhs. 5% respondent’s annual household income is more than 8 lakhs.

Q7 Are you a member of any club?

S.No. Category No. of Respondents

Percentage

1 Yes 19 19%2 No 81 81%

Total 100 100%

Interpretation: -From the table and graph above it can be seen that

19% respondents are member of a club. 81% respondents are not a member of a club.

Q8 What is your perception about insurance sector?

S.No. Category No. of Respondents

Percentage

1 Hard and lucrative

30 30%

2 Hard but not rewarding

9 9%

3 Smooth and rewarding

41 41%

4 No idea 20 20%Total 100 100%

Interpretation: -From the table and graph above it can be seen that

30% respondent’s perception about insurance sector is Hard & lucrative. 9% respondent’s perception about insurance sector is hard but not rewarding. 41% respondent’s perception about insurance sector is Smooth & rewarding. 20% respondent’s perception about insurance sector is that they have no idea.

Q9 Do you know about HDFC Standard Life Insurance?

S.No. Category No. of Respondents

Percentage

1 Yes 82 82%2 No 18 18%

Total 100 100%

Interpretation: -From the table and graph above it can be seen that

82% respondents are known about HDFC Standard Life Insurance.

18% respondents are not known about HDFC Standard Life Insurance.

Q10 Do you have any insurance policy?

S.No. Category No. of Respondents

Percentage

1 Yes 80 80%2 No 20 20%

Total 100 100%

Interpretation: -From the table and graph above it can be seen that

80% respondents have insurance policy. 20% respondents do not have insurance policy

Target Markets:

In any market, there are normally many segments. A company may not have the resources and the capabilities to design marketing mixes to serve all the segments. A company will decide to serve one or more segments depending upon its capabilities and resources. The segments that a company chooses to serve by designing special marketing mixes are called target market.

Positioning:

In most markets there will be many companies providing the same basic solutions to customer needs. The customer has to select one provider among them. The offering of a company has to be distinct, so that customers are able to make a choice by matching their requirements with the offering of various providers. Positioning is the process of creating a distinct offer and communicating it to the customer. Positioning is created by designing by marketing mix which is suitable for the target market but is different from marketing mixes of other providers. The chosen marketing mix has to be then communicated to the customers. The smaller and more homogeneous the target market is for which a marketing mix is designed, the stronger will be the positioning, and i.e. the fit between the marketing mix of the company and requirement of the customers of the target market will be stronger. The process of positioning is continuous in nature and it should always be proactive because new needs and competitors keep cropping up.

Market Segmentation of Lutron:

Lutron divided Indian market into two segments:

Commercial Market Residential Market

Commercial Market:

Commercial Market can be referred as “A market in which numbers of organizations are involved and they run their own business or they provide employment to people and where a large number of transactions take place.”

Example:

Government Offices IT-Parks Business Parks Hotels and Restaurants Museums Malls, Multiplexes etc.

Residential Market:

Residential Market can be referred as “A market that involves selling or purchasing or construction of residential properties.”

Example:

Residential Apartments Townships etc.

Residential Market can be classified into two subcategories.

High end residences. Economical residences.

Customer Feedback of Commercial Market for Lutron Products:

For commercial market, Lutron deals with architects, interior designers, electrical consultants and AV integrators. They provide some positive and negative feedbacks.

Better and reliable products. Unique Technology. Costly for Indian Market. Long-lasting products. Time consuming process. Better Maintenance and services. No List Price.

Easy to operate.

Various ways to improve the brand awareness of lutron:-Advertisement in magazines:-Lutron is advertising its products in various magazines at Inter national level the same can be implemented in india by advertising in various Indian magazines.Magazines related to architectures, lighting consultants , project managers and interiors designers would be of great help to promote lutron and its product in Indian lighting control market.A brief list of magazines is as follows: Dwell Better home amd interiors Western interiors Victoria Architecture + design California design Fenesta Home Review Living Etc Society Interiors Good Homes

Ideal homes

Design Today

Better Interiors

Inside outside

Advertisement through internet:-

Various social networking sites and sites related to architects and interiors designers could be a favourible destination for doing brand awareness of lutron. It will not only improve the brand but also give a continous attachment and awarenss to the various existing and non- existing clients.some of the sites where lutron can advertise are:-

o www.facebook.com

o www.twitter.com

o www.orkut.com

o www.linkedin.com

o www.Fenesta.com

o asianenergytradingsummit2011.com

o architectureidea.com

catalogues and pamphlets:

various catalogues, booklets and pamphlets should be sent to the existing and non existing clients on a regular basis so that they can be in touch with new technologies and upcoming products.

Regular updates to the clients and consumers:-

A database of all the clients, architects and lighting consultants should be made and regular updates should be sent to their address or email-ids.

problems related to brand awareness:-

no television and radio promotion:

lutron can’t promote its products through media as people are very much aware about the lighting control industry. Secondly, advertising on them would be a very costly process and the field is still in its nascent stage of development

Future feasibility of lighting and lighting control industry:-lighting control filed is growing at a very fast rate of 10 % per annum. According to a surveyBy frost and sullivan: lighting field is expected to touch INR8600 crores by the year 2010 .

The trend for the last 5 years in the field of lighting is shown below:-

Statistics for Lighting Industry in India Category

2005 2006 2007 2008 2009

GLS Lamps 600 690 725 690 718 FTL 1100 1210 1270 1231 1182 CFL 700 830 1162 1510 1900 Special Lamps 400 440 560 596 530 Other Lamps (incl Mini/Auto, solar, etc) 200 220 230 250 260

Luminaires 900 1000 1120 1400 1570 Control Gears and High Masts 200 210 248 350 385 Accessories 200 205 236 255 280 Components 200 220 260 285 342 Total 4500 5060 5711 6567 7167

All Values in INR (Crores)

All Figures are from Jan to Dec

Annual Manufacturing Trends in India by Lamps Category

Quantity (in million pieces)

Category 2005 2006 2007 2008 2009

Incandescent Lamps 711 757 779 734 766

Fluorescent Lamps 180 186 190 186 179

Compact Fluorescent Lamps 67 100 140 199 255

Special Lamps 10 14 17 21 18

Although premature and unregulated, the lighting controls and systems market in India witnessed strong growth until recently. This was largely due to the boom in the construction sector, which saw huge investments in commercial, industrial, residential and infrastructural construction. Growth over the next few years is likely to decelerate through 2010 due to the economic meltdown and the reduction in construction activity. Nonetheless, the market is likely to pick up momentum, primarily driven by energy-saving requirements.

The growing awareness on energy saving and the popularity of green building concepts in India is helping the lighting controls and systems market evolve rapidly. Technological developments have enabled more flexibility and compatibility to facilitate system integration. Other benefits conferred by this technology are carbon emission mitigation and reduction in utility bills.

New analysis from Frost & Sullivan, finds that market earned revenues of Rs.1571.0 million in 2008 and estimates this to reach Rs.3640.0 million in 2013. The study covers lighting control gears (electromagnetic and electronic) and lighting control devices (sensors, controllers, user interfaces) for commercial, residential, industrial, outdoor and others applications.

Higher income levels and greater need for occupant comfort have revved up customer interest on lighting controls. Increased spending in global R&D infrastructure, improvements in technology and best-in-class manufacturing has helped unleash a slew of products suitable for both indoor and outdoor installation across various end-user industries. Lighting greatly enhances the ambiance in hotels, restaurants, offices and private houses. High-end lighting controls offer enormous potential, which will be further amplified by light-emitting diode (LED) technology.

Besides these two segments, the industrial sector encompassing factories, workshops, and warehouses is another growth segment. Airports, metro railway stations, auditoriums, hospitals and educational institutions such as schools, colleges, universities and libraries are

other promising arenas. The demand is expected to strengthen as the pace of growth in the Indian construction sector begins to accelerate.

The indoor segment remains a lucrative sector as demand from commercial and residential buildings continues on an upward trajectory. In the commercial environment, electronic ballasts are supplanting electromagnetic ballasts owing to the capacity for energy savings. LEDs are deployed in new constructions rather that retrofit installation. The future looks promising for retrofit installation in the wake of the recent evolution of wireless technology and the advantage of easy installation.

10. LIMITATIONSLimitations during the summer internship :-Although the whole summer internship was a healthy and fruitful exercise but there were few limitations relted to the conduct of my project:-

Old and wrong information in the database Lack of time problem with the architects and lighting consultants.

Chapter7 Conclusion and Suggestions

6.1Findings: - In Lutron elec. I feel that the lighting control sector is one of the most growing sector

among all major cities in India.

Most of the people (architects,lighting consultats) are aware of lighting control field.

Electronic media has proved to be very beneficial for people to understand about the lighting control field.

The FC’s don’t join the product training in proper manner so they don’t get the product knowledge properly that’s why they are not covering the insurance market properly.

There are lot of opportunities for the company to build its sound image in the Indian lighting sector.

Products like radio power saver sensor and grafik eye qs are equipped with latest technologies and can grow well in the Indian market

Lutrons free environment of working helps a lot to its employees to attain the objective of the company. There is no time boundation

6.2Conclusion:-

India has a big potential market, there are more opportunity for Lutron to acquire big size of Indian market because of :

Unique technology. Reliable products. Best Services. Better track record.

In India, there are limited companies of lighting control; Lutron can take advantage of oldest company of lighting control and innovators of dimmers.

Lutron should setup a production plant in India because it can reduce a cause of late delivery of products and high price by which Lutron can convert more economical range customer to use their products.

Lutron should expand their infrastructure in India. Currently Lutron offices are available at only three locations Delhi, Mumbai and Bangalore. Lutron should increase number of offices and distributors in India by which Lutron can focus more projects running in major cities of India. Lutron should increase number of staff in India by which Lutron can work quickly.

As Lutron is the first company which invent Dimmers, and is unique producer of

devices which using RTISS (Real time illumination stability system) and XCT

technology, which is innovation in lighting control, can sustain for long duration.

Lutron can capture a large part of lighting control industry in india, as the estimated lighting

control market is of INR 300 crores.

The project opportunities provided was market segmentation and identifying prospective

architects and lighting consultants in potential geographic location of gurgaon and NCR and

for promoting lutron and its products to them so as to explore new business opportunity.

Through this project, it could be conducted that people are aware about the various benefits

of lighting control and energy efficiency but a lot of knowledge is yet to be delivered.

Lighting control was considered as unsought field which require hard core selling, but in

changing trend in income and people becoming environmentally literate, the demand for

these products is increasing day by day. So, it is the company that first approaches gets its

share of reward. Proper after sale service can help the company to generate more business.

Gradually people are realizing the fact that lighting control is necessary not to sanve

electricity bills and energy but also to make our world even more better.

The company faces a large amount of competition. To sustain itself it must promote its

products through advertising and improve its selling techniques. There are various

international and local competitors who are coming out with the same products at lower rates.

So, at last the conclusion is that there is tough competition ahead for the company from its

major competitors in terms of number of Financial Consultants.

12. SUGGESTIONS

Uniform Pricing:

Lutron should provide uniform price list that can help to provide exact price of the product because Indian market is price sensitive market.

Provide updated information and knowledge to the retailers about the product.

Provide equal Price to all the retailers. Company should compromise with dealer according to the circumstances.

Reasonable Price:

Lutron should provide some product in reasonable price range by which economical segment people can afford to buy their product and Lutron can focus on big part of Indian market.More flexible discount schemes should be provided

Production in India:

Lutron should setup product plant in India that will help to reduce price range and prevent products to add additional charges because of importing.

Low labour and manufacturing cost in India. Easy and fast availability of the products. No excise duty and other exim duties.

Advertisements and Promotion:

Lutron should advertise or promote their product on both ATL and BTL that will help to change Indian mindset and perception.

Morelocal/ regional advertisements should be there to make people aware about

There should be more advertisement on theworld wide web also. Campaigning should be done at all level.

Business Development Officers should contact Architects and Customers on regular basis

Product catalogues and price lists should be provided to the customers on regular basis.

Expansion In India:

Lutron should expand their size in India for target more projects or customers in major cities of India.Focus also on tier two cities as major projects are coming in these regions.

How Lutron Lighting Control Impact to Green Building

To understand impacts of lighting control to green building, we have to know about LEED.

LEED (Leadership in Energy and Environmental Design):

Leadership in Energy & Environmental Design (LEED) is an internationally recognized green building certification system, providing third-party verification that a building or community was designed and built using strategies intended to improve performance in metrics such as energy savings, water efficiency, CO2 emissions reduction, improved indoor environmental quality, and stewardship of resources and sensitivity to their impacts. Developed by the U.S. Green Building Council (USGBC), LEED is intended to provide building owners and operators a concise framework for identifying and implementing practical and measurable green building design, construction, operations and maintenance solutions.LEED has grown from one standard for new construction to a comprehensive system of six standards covering all aspects of the development and construction process. LEED also has grown from six volunteers on one committee to more than 200 volunteers on nearly 20 committees and over 200 professional staff in Washington, DC. LEED was created to accomplish the following:

Define "green building" by establishing a common standard of measurement Promote integrated, whole-building design practices Recognize environmental leadership in the building industry Stimulate green competition Raise consumer awareness of green building benefits Transform the building market

Green Building Council members, representing every sector of the building industry, developed and continue to refine LEED. The rating systems address eight major areas:

Location and Planning Sustainable Sites Water Efficiency Energy and Atmosphere Materials and Resources Indoor Environmental Quality Innovation and Design Process Regional Priority

Rating System:

LEED has evolved since its original inception in 1998 to more accurately represent and incorporate emerging green building technologies. LEED NCv1.0 was a pilot version. These projects helped inform the USGBC of the requirements for such a rating system, and this knowledge was incorporated into LEED NCv2.0. LEED NCv2.2 was released in 2005. Today, LEED consists of a suite of nine rating systems for the design, construction and operation of buildings, homes and neighborhoods. Five overarching categories correspond to the specialties available under the LEED Accredited Professional program. That suite currently consists of:

Green Building Design & Construction

LEED for New Construction and Major Renovations LEED for Core & Shell Development LEED for Schools LEED for Retail New Construction (planned 2010)

Green Interior Design & Construction

LEED for Commercial Interiors LEED for Retail Interiors (planned 2010)

Green Building Operations & Maintenance

LEED for Existing Buildings: Operations & Maintenance

Green Neighborhood Development

LEED for Neighborhood Development

Green Home Design and Construction

LEED for Homes

In 2003, the Canada Green Building Council received permission to create its own version of LEED, now called LEED Canada-NC v1.0, which was based upon LEED-NC 2.0.LEED also forms the basis for other sustainability rating systems such as the Environmental Protection Agency's Labs21. After four years of development, aligning credits across all LEED rating systems and weighting credits based on environmental priority, USGBC launched LEED v3, which consists of a new continuous development process, a new version of LEED Online, a revised third-party certification program and a new suite of rating systems known as LEED 2009. In response to concerns that LEED's requirements are cumbersome and difficult to learn, in 2009 USGBC supported the development by Building Green, LLC of LEED user, a third-party resource that contains tips and guidance, written by professionals in the field, on applying LEED credits and the LEED certification process.

LEED 2009:

In LEED 2009 there are 100 possible base points plus an additional 6 points for Innovation in Design and 4 points for Regional Priority. Buildings can qualify for four levels of certification:

Certified - 40 - 49 points Silver - 50 - 59 points Gold - 60 - 79 points Platinum - 80 points and above

LEED NCv2.2:

LEED for New Construction and Major Renovations version 2.2 contained the same credits as the new NC v2009, but had fewer points. There are 69 possible points and buildings can qualify for four levels of certification:

Certified - 26-32 points

Silver - 33-38 points Gold - 39-51 points Platinum - 52 points and above.

Indian Green building council:

IGBC Green Homes:

Indian Green Building Council (IGBC) Green Homes is the first rating program developed in India, exclusively for the residential sector. It is based on accepted energy and environmental principles and strikes a balance between known established practices and emerging concepts. The system is designed to be comprehensive in scope, yet simple in operation.

Benefits of Green Homes:

A Green Home can have tremendous benefits, both tangible and intangible. The immediate and most tangible benefit is in the reduction in water and operating energy costs right from day one, during the entire life cycle of the building.

Tangible benefits:

1. Energy savings: 20 - 30 % 2. Water savings: 30 - 50%

Intangible benefits:

1. Enhanced air quality, 2. Excellent day lighting, 3. Health & wellbeing of the occupants, 4.Conservation of scarce national resources5.Enhance marketability for the project.

Eligibility:

IGBC Green Homes Rating System is a measurement system designed for rating new residential buildings which include construction categories such as

1. Individual homes2. High rise residential apartments,3. Gated communities4. Row houses 5. Existing residential buildings which retrofit and redesigned in accordance with the IGBC Green Homes criteria. Lutron lighting control can impact:

Lutron is a company built on a belief in taking care of people, customers, employees, and the community. Lutron is member of the U.S. Green Building Council, administrator of LEED. And since 1961, Lutron designed industry-leading technology that saves energy and reduce green house gas emission.

Sustainable Sites

Light pollution reduction.

Energy and atmosphere

Optimize energy performance. Measurement and Verification

Indoor environment quality

Controllability of Systems.

Daylight and views

Accommodating design for daylight and views with window treatments.

Innovation in Light

13. BIBLOGRAPHY

References:-

Online Resources

1. Lutron website- www.lutron.com

a. Company profile

b. About Us

c. Marketing

Google website- www.lutron.comLutron Asia website- www.lutron.com/asia

Books

1. Kotler Philip , Marketing Management, Prentice Hall of India Private Limited, New

Delhi, 10th Edition

2. Havaldar K.K., Industrial Marketing, Tata Mc Graw Hill, 2nd Edition

3. Malhotra Naresh, Marketing Research, Prentice Hall of India Private Limited, New

Delhi, 5th edition

Inputs From

1. Employees of SAIL

2. Distributors and architects related to lutron.

o Marketing management- Philip kotlero Research methodology- C.R Kothari