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“Market Mapping and Improving the Shelf Space”


Name: Dipanjan Roy Choudhury

Roll No: PGFCl604

SUBMITTED to: Prof. Moid Ahmad


I hereby declare that the Summer Training Report entitled “Market Mapping and

Improving Shelf Space of Opple Products” is an authentic record of my own work

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

Diploma in Management), Jaipuria Institute of Management, Noida under the

guidance of Mr. Suresh C.K, Assistant Sales Manager, Opple lighting, Bangalore.

Date: 20th June 20l7 (Signature of Student)

Dipanjan Roy Choudhury


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.

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

Why to Adopt This Technology ?.......................................................... 8

Product Selection Considerations ........................................................ 9

6. COMPANY OVERVIEW .................................................................. 12

VISION: Opple vision is “Creating Better light for a Better Future”....... 14

7. PRODUCT lIST OF OPPlE lIGHTING INDIA ................................... 15

8. PRODUCTS .................................................................................... 18
9. OPPlE’s IllUMINATED ClIENTElE ................................................... 20
10. JOB DESCRIPTION ........................................................................ 22
11. ANAlYSIS OF JOB DONE ............................................................... 26
12. SUPPlY CHAIN MANAGEMENT ..................................................... 29

13. COMPETITIVE ANAlYSIS ............................................................... 30

14. SWOT ANAlYSIS............................................................................. 31
15. FINDINGS ....................................................................................... 32
16. SUGGESTIONS .............................................................................. 36

17. BIBlIOGRAPHY ............................................................................... 38


As a part of the partial fulfilment of the P.G.D.M programme at Jaipuria

Institute of Management, Noida, summer training programme was
undertaken with Opple led lighting (Bangalore).

This project is specially designed to understand the subject matter of the

various products of the company. This project gives us information and
report about the company’s strategy of market expansion and promotional
activities. Throughout the project, the main focus was of market expansion
and improving the shelf space pf the products.

The main purpose of the training was to have a practical experience of

working in organizations and to have exposure to the various management
practices in the field of sales.

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.


Opple lighting is a leading manufacturer of lED lights which is based in

Shanghai, China. It was started in the year l996 as a CFl and a ceiling fixture
manufacturer. OPPlE has internationally grown in the market by opening
30000 sales outlets throughout and employs about 6000 workers worldwide.
They have a wide range of products which accounts to more than 800
products lined as lED lamps, lED home luminaries and lED Professional
lights. They have recently started their business in India in 20l4 and today
they have grown in size, hereby slowly capturing the market.

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-

The main roles which I performed in this project can be briefly enumerated as

 Daily visit to specific areas allotted within the city.

 Pitching, especially about their newly launched lED T5 Batten
 Expansion of the market.
 Taking orders in bulk.
 Visiting new counters and creating brand awareness.


The Promises and Challenges of lED lighting ?

The light-emitting diode (lED) is transforming the way we light our
cities and towns, offering once-in-a-lifetime chance to gradually improve how
we use energy to the basic uses. With this opportunity comes an obligation to
manage these changes responsibly and sustainably. The stakes are high and the
potential rewards are great, but outcomes depend critically on policymakers and
the public having access to reliable information.

What are lEDs?

lEDs use solid-state technology to convert electricity into light. In
simple aspect, lEDs are very small light bulbs that fit into an electrical circuit.
Unlike traditional incandescent bulbs, they don’t have a filament that burns out
and don’t get too warm. Initially, lEDs only emitted red, yellow, or green light,
but now white lEDs are widely available. And this is what is drastically
transforming the market of lED’s. Early lEDs were also energy-inefficient and
emitted little light, but due to technological advances lED’s efficiency and light
output have doubled about every three years. Because of their improved quality
and falling prices, lEDs are now replacing conventional High-Intensity
Discharge (HID) lamp types for outdoor lighting in communities around the

Why to Adopt This Technology ?

The improved energy efficiency of lEDs means that, coupled with
modern luminaire design, these lights allow for reduced illuminance without
compromising safety. lEDs help lower carbon emissions by reducing the demand
for electricity, which is still largely generated by burning fossil fuels. Another
lED benefit is better control over the color content of light. Manufacturers now
produce lEDs with “warm” color qualities at high energy efficiency, rendering

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.

Product Selection Considerations

Choosing lED products for outdoor lighting applications involves a series of
considerations and tradeoffs. These include:

 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.

 Correlated Color Temperature (CCT): Does the light have a “warm” or

“cool” quality?

 Color Rendering Index (CRI):

How accurately does the light render colors to the human eye? A high CRI is
not needed for all situations. The need for good color rendition should be
considered relative to the lighting application in question.

 Adaptive Control Integration:

Does the lighting make use of adaptive controls such as dimmers, timers,
and/or motion sensors? These controls are the wave of the future in outdoor
lighting and achieve additional energy savings, improve light source efficacy
and increase visual task performance. It is important to build in the ability to
make use of adaptive controls during the adoption of designs for new lighting
installations, even if they will not immediately be implemented.

 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.

Scope and Top companies of India

The ever increasing demand for high quality lED light has encouraged many
lighting manufacturers in India to enter this industry. In fact, a lot of companies
are currently offering a wide range of lED lighting products that are immensely
efficient and eco-friendly when compared to standard incandescent lamps (ICls)
and fluorescent lamps (FTls/CFls). In spite of the fact that these lED lights are
quite expensive than the other conventional lights, nowadays more and more
consumers are preferring lEDs because they have longer life span, use lesser
energy, and more importantly they are easy to maintain. Hence, there is no
doubt that lED lighting holds a very promising future in India.
On the basis of a research, Frost & Sullivan (a famous business consulting firm)
has even claimed that by the year 202l, the lED technology will penetrate a
whopping 57 percent of the lighting market in India. Now, let’s take a look at
the list of the companies mentioned below. These are the top lED lighting
manufacturers in India:


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 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

 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
"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.

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.

VISION: Opple vision is “Creating Better light for a Better Future”.

MISSION: Mission of the company is to “Create Value with light”.


. 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.



Features & Benefits:

 Flicker free- Protects sensitive eyesight

 Magic control-6 colour sensor dimmer
 Unique Design-shape & light effect


Features & Benefits:

 Flicker free-Protects eyesight

 Quick response-Automatically turn on and turn off
 3 different colour for different moods
 Easy to control


Features & Benefits:

 linear dimming from l0-l00% brightness, adjustable colour temperature

 Uniform light distribution
 Control with remote or smart phone


Features & Benefits:

 Uniform housing design

 Different size option’s for different customer needs(l/2/4)
 In 3 colour temperature 3000k, 4000k and 6500k
 High quality engineering plastic diffuser


Features & Benefits:

 Flicker free, easy installations, energy saving

 light without flicker reduces stress while working/living underneath
 light housing and driver on board design ensure l step plug-and play
 large diffusing area
 Up to 60% energy savings from CFl down light.
 Cut out size of l00 mm
 Having three wattage options of 6W, l2W, and l8W with all 3 colours
option of 3000k, 4000k and 6000k.

LED BULB: P45, A60 & A70

Features & Benefits:

 Flicker free- Protects sensitive eyesight

 long lifespan, install and forget


Features & Benefits:

 Flicker free- Protects sensitive eyesight

 long lifespan, install and forget
 Beautiful design


Features & Benefits:

 High lumen efficacy

 Optimal heat management
 Flicker free- Protects sensitive eyesight


LED lamps

Home luminaries

LED Professional luminaries



Position: Sales Intern

Working Days: Monday to Saturday
Department: Marketing
Reporting Manager: Mr. Abid Siddiqui and Mr. Shankar

 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

 I was made to know the various distributors and take notes

regarding what they have to say about the market and the way they

 Also, I was taken to the warehouse which was located at the

outskirts of the city. I was showed the whole processing system as
how the goods are being transferred from the warehouse to the
super-stockist and the distributors

 From the 2nd week, I was always accompanied by a salesperson

and we visited various retail outlets comprising of both new and
existing outlets

 I was instructed to visit l0 outlets at a daily basis

 Since, I was the only one as an intern in Bangalore, thereby I was

always accompanied by a sales officer everyday

 Daily, we visited many localities comprising all of Bangalore

 During the 2nd week of my training. I along with my sales officers

and ASM visited Mangalore

 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

 The scheme comprised of the following four offers:

 Buy 50 T-5batten and get 4 batten free

 Buy l00 T-5batten and get l.5gm Gold
 Buy 250 T-5batten and either get a Goa trip or 6gm Gold
 Buy 500 T-5batten and either get a Dubai trip or l5gm Gold

 In the two day stay at Mangalore, we managed to shell out nearly

2000 T-5batten and other products, thereby making a huge earning
of nearly Rs.2,00,000

 The following 5 weeks included visiting many parts of South

,West and North Bangalore

 Every part of Bangalore was assigned with a different distributor

and sometimes I had to visit the market along with them only

 I was mostly taken to the south of Bangalore wherein I had to pitch

about the products and talk about the company to the new outlets

 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

 And as such we had to visit those new retailers quiet frequently in

a week for placing order

 I was also given the role of taking information’s of other

competitors strategy such as their shelf space as compared to ours,
the number of sales of their products in the previous month and to
take down the names of the other brands the retailer is dealing with

 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

 After feeding up the excel sheet with all the necessary

information's, I had to calculate the percentage of products sold of
other competitors with the help of graphs and send it Mr. Abid
Siddiqui on a weekly basis

 All the information’s which was to be fed in the excel sheet

comprised of retailers name, address, contact no, type of outlet, the
various brands he is dealing in and others

 In this training season, I got to know the various major brands

which were the top competitors for Opple namely, Philips, Bajaj,
Havells, Eveready, Halonix, Osram, Syska led

 Mainly Philips was the top competitor of Opple in terms of all the
products and also their promotion

 In this 7week of training, I visited around l78 retail outlets, which
comprised of 62 existing outlets and ll5 new outlets

 I was also assigned to take in charge of promotional activities such

as putting up hoardings, posters, danglers in the existing counters.
The new outlets didn’t allow us to put these hoardings as because
they were dealing with other brands

Key Responsibilities:

 To study different promotional tools of the company.

 To study the problems faced by the retailers in selling the product and in the
distribution channel.
 To engage in the promotion of the products through B2B selling
 To interact regularly with retailers to find out customer’s needs.

Promotional Activities:

 To make people aware about the new products of the company

 Generating new customers for the company
 Targeting new segment of the company
 Promoting and telling retailers about recently launched radio advertisement
for awareness.
 Targeting potential counters and giving them stands for displays


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

Below is the graphical representation about the products analysis of Opple

and their competitors done while visiting the counters:

l50 60 l5 45 85 40 55 45




8% 31%


SYSKA, 85, 60, 12%
45, 9%




32 22 l5 35 8 l5 20


20, 14%
PHILIPS, 32, 22%
HAVELLS, 8, 5%
BAJAJ, 22, 15%

SURYA, 35, 24%

SYSKA , 15,







PHILIPS is the biggest competitor of OPPLE as compared to the other

competitors present in the market. The various other top competitors of
OPPLE are as follows.






 Quality products with better features

 longer durability and longitivity
 They have their own Research and Development


 lack of brand awareness

 High price as compared to other competitors
 lack of efficient promotional activities


 Government incentives on energy saving products

 lED market has a bright future


 large number of competitors

 lower market share
 High pricing which may affect their product consumption


 The sale of the company is decreasing. The company is more indulged in

targeting retailers than customers.

 Threats of existing brands like Philips, Osram, Orient, Havells, Wipro,


 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

 Though retailers are satisfied with the quality of the products, but the main
reason which arises is Brand Awareness of the product.

 Prices are high of the product as compared to their competitors.

 People are not aware of the product.

 Retailers are demanding for promotional activities so that people should

know that this product is there in market, that’s the main reason for not
buying Opple products.

 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

 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

 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.

 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

 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

 90% dealers are keeping multiple brands in their showroom.

 70% of respondents are unaware about the product.

 Philips is a high demand brand in Bangalore region as compared to Opple.

 Philips, Bajaj and Eveready are high selling brand in Bangalore as

compared to Opple.

 About the quality of Opple products number of respondents have positive


 There are various reasons of various brands that are influencing the buying
decision of customer.

 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,

 Cash discount is most suitable OFFER to the customer.

 Philips delivery speed is highly satisfied as compared to Opple.
 Retailers are selling different brands, because they were able to receive
more profit margins from the local players than Opple product. Because of
low margin, retailers are not at all interested in buying their products.


 Company should improve their supply chain management.

 Delivery of goods should be on time.

 Follow ups on regular basis should be done once a week.

 Retailers should be provided with T-shirts, Notepad and other goodies so to

make them indulge in Opple.

 Display stands should be there at least in every A+ counters as well as B+

counters (if needed).

 Hoardings or display boards should be there so that customers can be aware

of the product.

 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.

 Company should adopt proper strategy to overcome the problem in

inventory management.

 More promotional activities should be done by company such as showing

ads on TV, print media, word of mouth, canopies.

 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

 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

 Start-up companies face many challenges because of the threats of the

existing competitors. They must take initiatives so as to keep a progressive
track in the market

 Company can hire a brand ambassador (Actor, Celebrity, and Sportsperson)

which will leave positive image in the minds of the customer and they will
remember the product.

 Demo of flicker free can be shown in canopies which are the USP of the

 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.

 Various attractive schemes can be given to the retailers as well as customers

which will attract them especially during the festive seasons.

 Goodies can be given to retailers on festive season.

These are some of the suggestions which the company can take according to my
interpretation while working in Opple as an intern.