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DECLARATION
I hereby declare that the Summer Training Report entitled “Market Mapping and
as requirements of eight week Summer Training during the period from 24th
April’20l7 to l9th June’20l7 for the award of degree of PGDM (Post Graduate
guidance of Mr. Suresh C.K, Assistant Sales Manager, Opple lighting, Bangalore.
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ACKNOWLEDGEMENT
The training program was designed in such a way that it provided a full learning
opportunity throughout the training program. I would like to express my gratitude
towards all the people who guided me throughout the program and their direct or indirect
help was priceless for me. Without their guidance and support this project would not have
been completed successfully.
I am highly indebted to Mr. Suresh C.K (Assistant Sales Manager, Karnataka), Mr.
Shankar Sir (Senior Sales Manager) of Opple lighting. Mr. Jayanth Radhakrisnan (Sales
Officer) for taking out their valuable time for constantly guiding and supervising me and
also providing the right direction to complete the project.
I would express my sincere thanks to Prof. Moid Ahmad (Faculty Mentor, Jaipuria
Institute Of Management, Noida) for his constant motivation in guiding me. I think this
project would not have been accomplished in an effective manner if he would not have
regularly lead me all the way through the project. I also pay thanks to all the other faculty
members for helping me through my entire project.
I would like to express my special gratitude to all the industry experts for giving me their
valuable inputs, time, and attention, which added value to my project.
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TABLE OF CONTENTS
1. DEClARATION .................................................................................. 2
2. ACKNOWlEDGEMENT...................................................................... 3
3. PREFACE.......................................................................................... 6
4. EXECUTIVE SUMMARY................................................................. 7
5. INDUSTRY OVERVIEW .................................................................... 8
The Promises and Challenges of lED lighting ? ................................... 8
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17. BIBlIOGRAPHY ............................................................................... 38
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PREFACE
This training has given me an on the job experience of sales and promotion,
and this project is quite useful for those who want to know about the various
practices in sales and marketing.
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EXECUTIVE SUMMARY
The main objective is to find the basic gaps in the market so as to improve
the shelf space of the various products of the company. Also, the brand
awareness among the new outlets is also an objective which will slowly help
to increase the market size. Basically, since OPPlE is a new company, many
outlets prefer to continue their sale of the other competitive brands such as-
SYSKA lED, PHIlIPS, HAVEllS, OSRAM, EVERYDAY, etc.
The main roles which I performed in this project can be briefly enumerated as
follows:
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INDUSTRY OVERVIEW
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old arguments about the perceived inefficiency of warm white lEDs moot. These
same lED options also provide accurate color rendition without emitting
excessive amounts of potentially harmful blue light (see below).
Relative to other outdoor lamps, lEDs are thought to be extremely long-lived.
When switched on, lEDs are instantly at full brightness, unlike HID lamps that
have a significant time delay to begin emitting light. lEDs also have very low
minimum electricity thresholds to produce light, meaning they can be dimmed to
much lower illumination levels when less light is needed and resulting in further
energy savings.
luminous Efficiency
(Watts-to-lumens): How many lumens of light are produced per input Watt of
electricity? More importantly, how many lumens from the light source are
meeting the task (“Fixture lumens” vs. “lamp lumens”)
lumen Output:
How much light is produced relative to the amount required for a particular
task? When replacing existing fixtures, it is important to use the only level of
illumination needed, and not to adopt unneeded increases in brightness.
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Heat Mitigation:
Is the lamp housing designed to adequately dissipate heat? Because lED
efficiency decreases with rising operating temperature, controlling heat
emitted by lED lamps is critical in warm climates.
lumen Depreciation:
How robust is the lamp against efficiency loss over time? Manufacturers
typically quote “l70,” the expected use time until a bulb reaches 70% of its
initial light output.
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COMPANY OVERVIEW
Opple lighting is China’s No.l led light manufacturer, which is based in Shanghai,
started in l996. It has its own manufacturing unit which is in 6 lacs sq.mt. Opple
services are now offered in over 50 countries worldwide and now day to day
growing in India headquartered in Jasola, Delhi. In India it is a startup company
which started its business in 20l4. Opple has around 30,000 sales outlets with
employing minimum 6000 employees and has 6% market share in India. Their
USP is 90% flicker free lights. OPPlE is known as a caring company. In 20l2
OPPlE opened its Research Application Center in Shanghai with the goal of
researching the effects of light on health and human life. In 20l2 OPPlE opened a
large R&D center which is adjacent to its Wujiang factory. The OPPlE R&D center
employs more than 400 engineers, technicians and designers and is one of the
largest of its kind in Asia. OPPlE has grown to become China’s No.l lighting brand
and also in terms of revenue. Domestically, it has provided lighting solutions for
clients including Burger King, Starbucks, Adidas and Holiday Inn.
Since 200l, The OPPlE has begun expanding internationally with the opening of
offices in 6 countries. Such as-
Asia Pacific:
- OPPlE in New Delhi, India Office –
OPPlE in Bangkok, Thailand Office
Europe:
- OPPlE in Eindhoven, Netherlands Office
latin America:
- OPPlE in Sao Paulo Brazil Office
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Middle East & Africa:
- Dubai Office - OPPlE South Africa Office
OPPlE has provided lighting solutions to the governments of
Uruguay, Thailand, South Africa and Egypt.
In India basically they are targeting the retailers and distributors of Delhi, Mumbai,
Kolkata, Bangalore and Chennai. The company sells their product to the retailers
as it’s a startup company. They are gradually expanding their target customers
while pitching about their products which are flicker free while showing them
demo. They have competitors like Philips, Syska , Wipro, Orient, etc. Opple has
around 6% of market share in India which means they are gradually increasing
their reach in every part of India. New Delhi, Oct 6 (PTI) Chinese lighting
solutions company Opple is aiming to capture of about 20 per cent market share in
the premium lED segment in India over the next 5 years and they are also planning
to set up a manufacturing base and R&D centres in India to make the country an
export hub.
They are not only investing in India as a sales force but next step which would be
next year is a manufacturing base and an R&D centre as using the technology of
China or Europe would not work for India . Opple India Head Mr. Rambo Zhang
told PTI.
He further said: "We want to have a true value chain here. We want to have at least
20 per cent market share in the premium (lED) of India and to match that ambition,
it needs investment... We are importing from China. India has a huge market size
and it requires an advance in costs."
However, Zhang did not share their investment details.
"We would share the details in an appropriate time by the end of this year," he said.
Apart from that, the company is also looking for partners to have strategic alliances
to develop a true value chain in India.
Opple also has plans to make India an export hub catering to the other geographies
also.
"You have the potential to serve not only domestic market but also to the global
market (market) also in the next 3 to 5 years based on our R&D," Zhang said.
On the network expansion, he said: "Opple plans to roll out 30 large format
exclusive brands stores across top 30 Indian cities within next 3 years.
As if now the company has around l0 brand stores in India.
Opple caters to both B2B and also B2C segments and at present, 60 per cent of its
sales come from direct retail and rest 40 per cent from institutional sales.
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They are also planning to participate in the smart city projects in India along with
its partner Huawei.
"Smart lighting for smart city is our core competence and has a strong strategic
alliance with Telecommunication Company. Huawei and they are very strong in
that," he said.
Opple had forayed into the Indian market in 20l4.
Headquartered in Shanghai, Opple lighting was established in l996 and has
operations in over 50 countries. The lighting industry currently stands at Rs l2,000
crore, registering a Year on Year growth of l8 per cent. lED lighting was growing
at 4l.5 per cent, according to Electric lamp and Component Manufacturing
Association of India.
COMPANY PHILOSOPHY
. They believe that light does more than merely make things visible and light is the
lens through which everyone sees the world, and how it is cast alters everyone’s
perception of everything. At OPPlE they are dedicated to researching, developing
and delivering the most useful and people-centric lighting solutions. They think
that light should work for you, not the other way around
Energy conservation and climate preservation are the key elements of building a
progressive and sustainable future. At OPPlE they pay close attention to improve
the value of light while reducing the energy it takes to generate it. For them, saving
energy is more than a sticker or sales point. It’s at the core of their commitment to
contributing to a better future for customer bank account and their environment.
The global switch to lED lighting is expected to be the leading energy saving
innovation in the coming decade.
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PRODUCT LIST OF OPPLE LIGHTING INDIA
SHINING MOON
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LED T5 BATTEN
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CANDLE:
LED DOWNlIGHT
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PRODUCTS
LED lamps
Home luminaries
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LED Professional luminaries
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OPPlE’s IllUMINATED ClIENTElE
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JOB DESCRIPTION
In the first week, I was given training regarding the company, the
products, their top competitors, and the market of Bangalore
I was also taken into the market and showed how to pitch and
interact with various retailers
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Daily, we visited many localities comprising all of Bangalore
It was a 3day trip and we interacted with both the new and existing
retailers there
Our main focus was to promote the newly launched batten T-5
scheme
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Mostly, the new retailers were always abstaining from placing
orders and as such we didn’t have many opportunities to pitch
about the various products which included lED bulbs, lED Battens
and other luminaries
I had to do this on a daily basis and then feed it in the excel sheet
which was given to me from the headquarter in Delhi
Mainly Philips was the top competitor of Opple in terms of all the
products and also their promotion
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In this 7week of training, I visited around l78 retail outlets, which
comprised of 62 existing outlets and ll5 new outlets
Key Responsibilities:
Promotional Activities:
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ANALYSIS OF JOB DONE
In the first week, I had an interaction with our industry mentor Mr.Suresh.
He told me about the companies’ policy and its overview. He told me about
Opple that it was started in l996 as a CFl and a Ceiling Fixture manufacturer.
The company came in India in 20ll and has expanded its operations in
western India and strengthened their presence in Southern India. The
company opened l exclusive store in Western Mumbai and 2 exclusive stores
in Hyderabad in Bank Street and Balanagar with a suite of over 200 lED
lights products. OPPlE is globally present across 50 countries and it has
launched its first experience store In Chennai in 20l4. Sales pitching of the
product has been shown that how to pitch in a market with one sales person.
Main target was to manage the shelf space of the Opple products and create
brand awareness about the product. Bulb, Batten and other lights were the
main target and I was supposed to know how much unit retailers have in their
counters including Opple's competitors such as Philips, Syska, Wipro, Bajaj
,etc.
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BUlBS
PHIlIPS BAJAJ CROMTON SURYA SYSKA WIPRO HAVEllS EVEREADY
l50 60 l5 45 85 40 55 45
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BATTEN
PHIlIPS BAJAJ SYSKA SURYA HAVEllS EVEREADY MAX lED
32 22 l5 35 8 l5 20
Batten
MAX LED,
20, 14%
PHILIPS, 32, 22%
EVEREADY, 15,
10%
HAVELLS, 8, 5%
BAJAJ, 22, 15%
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SUPPLY CHAIN MANAGEMENT
OPPlE
DELHI PUNJAB
HYDERABAD HARYANA
MUMBAI DELHI
CHENNAI UTTAR PRADESH
WEST BENGAL
ASSAM
RAJASTHAN
ANDHRA PRADESH
TAMIL NADU
MAHARASHTRA
GUJARAT
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COMPETITIVE ANALYSIS
BAJAJ SYSKA
OSRA
HAVEllS
M
EVEREAD WIPR
Y O
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SWOT ANALYSIS
STRENGTHS:
WEAKNESSES:
OPPURTUNITIES:
THREATS:
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FINDINGS
Most of the retailers are not satisfied with the company just because of their
delivery as there will be negative image created in the mindset of customer.
Products are not delivered on time and no follow up after the delivery of
products.
Though retailers are satisfied with the quality of the products, but the main
reason which arises is Brand Awareness of the product.
Company as if now is targeting the retailers and not targeting customers and
not giving ads on TV because until and unless retailers won’t be having their
products
Retailers with existing counters complaining about follow ups and also
asking for some Opple’s merchandise such as T-shirts, pen, notepads just to
increase the reach of the products
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Retailers have complaints with distributors, as distribution channel of Opple
is very rigid and there are very less agents, so products don’t reach to
retailers on time, as a result of which the clients which they were making are
also going out of hand just because of their distribution channel.
There is a main problem in the supply chain of the company like if the
retailers or distributors are ordering in bulk basically it takes 40-70 days
while coming from China. Their inventory management is very bad.
It takes many months to come to India and after that it take more time to
come from warehouses.
There are 4 mother warehouses in Chennai, Mumbai, Delhi and Mumbai and
due to lack in inventory management there is lots of problem which retailers
as well as distributors are facing.
Dealers meet has been organized in every city where they have their chain
just to interact with them and increase their reach.
In the dealers meet which was organized on April l9, 20l7 they launched
their new product T5E2 Batten which left a great impact on profit of the
organization. It was estimated around 60-70 thousand units of batten were
ordered on the same day of the launch.
They are still working in Tally while they should work in SAPP.
less display items are there in market which has been provided by the
company to retailers.
Work culture of Opple is very good as they believe in caring and being
genuine to everyone which leads them to be more successful in China and it
is now China’s no. l lED lighting company.
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Prices are high as compared to their competitors and they are not at all
compromising in their pricing because of the quality of the product they are
providing to the customers.
Opple has its own research and development which is a plus point for Opple.
They don’t have any assemble products unlike Philips, Syska, Wipro,
Osram, etc
All led lights are made in China but they are assembled in India. So under
the product it’s written “Made In India” which is a plus point for them
(competitors).
Retailers are unaware about R&D of Opple and they hardly want to know
about their R&D just because it’s made in China product.
Negative image has been created in the mindset of the people about Chinese
products which is very hard to overcome or to change
There are various reasons of various brands that are influencing the buying
decision of customer.
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Philips, Syska, Wipro, Bajaj, Halonix – price is most influencing.
Philips is having good brand image from many years.
Offer is most influencing factor for other brands like Syska, Philips, Orient, Bajaj,
etc.
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SUGGESTIONS
Company should increase their sales person in every area so that they can
keep track on delivery of goods on time and fulfil customer needs.
Recently they are giving add on radio fm but it’s not sufficient for the
company, as because this is not so promising on the behalf of consumers
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They must lower the prices a little bit just to be in competitors list.
The company should try to cover each and every segment of the society.
As they are new in market they must create brand image at high scale while
organizing some events and making customer aware about Opple which is
needed.
Demo of flicker free can be shown in canopies which are the USP of the
company.
Ads can be given in PVR cinemas as Syska has taken initiative and they are
giving ads on cinemas hall and it’s positively affecting the company image.
These are some of the suggestions which the company can take according to my
interpretation while working in Opple as an intern.
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BIBLIOGRAPHY
http://opple.co.in/en
https://en.wikipedia.org/wiki/Opple_lighting
http://www.ledinside.com/newsletter/l338
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