N.

R INSTITUTE OF BUSINESS ADMINISTRATION

Group members TY BBA 2011-12

SR NO 1 2 3 NAME GOPAN NAIR ALAP PATEL NITIN PATEL ROLL NO 264 272 276

4
5 6 7

RAJENDRA PRAJAPATI
RAVI RAJPUT JAYDEEP RAOL SIDDHARTH RATHOD

279
282 284 286

8
9 10

JATIN RATHVA
RAJENDRASINGH SAINI SMIT SANGHAVI

287
288 291

Types of bulbs and tube lights

Incandescent Halogen

Fluorescent Tube

Compact Fluorescent

Lamps Fluorescent Bulbs Metal Halide Bulb High-Intensity Discharge Lamps Low-Pressure Sodium Lamps LED (Light Emitting Diodes)

lights Compact Fluorescent Lamp (CFL) Light Emitting Diode (LED) Tube Lights

Brands of bulbs

Brands of tubelights

Highlights of the industry

ELCOMA is an association of Electrical Lighting

Manufacturers in India. The lighting industry in India is growing at nearly 17 to 18% per annum over the last two to three years Philips, Bajaj Electricals, Crompton Greaves are the major players in Indias organized lighting market. India consumes 200 million units of CFLs and produces about 150 million CFL units annually, while rest of the demand is met through imports.

 Governments implementation of energy efficient

Lighting system along with total rural household Electrification plan by 2012 will boost the market The lighting industry in India is on a globalization drive and is now providing the Indian consumers a variety of lighting products sourced domestically as well as from different overseas countries. Till date, consumers have been using basic types of Lighting (ICLs and CFLs) which includes high intensity Discharge and low pressure sodium lamps. However, future market will be dominated by Light Emitting Diode (LEDs) and CFLs

TRENDS FOR CFL GROWTH IN INDIA

CFL Estimate
1200

1000 897 800 678 600 498 400 280 200 140 20 2002 35 43 2004 67 100 200 378 589 780

1000

CFL Estimate

2006

2008

2010

2012

2014

2016

PHILIPS
Early agreement on what to deliver; multidisciplinary

teams Predict chances of success by consumer validation. Stop earlier. Quality function ensures products released to the market meet consumer expectations. Hard gates for key projects are approved by the management team. Investments are visible and traceable through Intranet tool: Marketing @ Investor.

BAJAJ
Bajaj mainly advertises through TV commercials, print ADS and posters. Recently they have listed five new TV commercials as a part of their marketing strategies. Attracting consumers by providing them with

various offers and schemes as a part of marketing strategy. Display of wide range of products in a single poster along with adding appealing punch line. Adding patriotic feeling to the poster up for promotion.

HAVELLS
Patronize cricket strong brand connect, visibility and

recall Sponsored Cricket T-20 World cup, IPL, ICC Champions Trophy, IPL Champions League Increasing media spends Consistent brand messaging and positioning through Havells Galaxy- one stop Havells products shop Emphasizing on CFL

CROMPTON
The brand has adopted a new logo to project the image of a global player.

 Integration worldwide

Discovered a shared philosophy

Re-branding exercise with chlorophyll as its branding

partner

SURYA
Intensive campaign, CONSERVE ENERGY all over

India. First Company in the Country to get 3Star Rating. Energy Efficient and Higher Lumen Output as 5Star Rating, which is highest Rating in the Country. Creating awareness in all Towns and Talukas by contacting more than 1,00,000 Retailers and educating them on the use of Energy Efficient Lamps. Rather than emphasizing on advertisement of the brand, they are more into social ethics, making them different from other brands in the same category.

RESEARCH METHODOLOGY
RESEARCH OBJECTIVES

To understand the preference of consumer. To assess the impact of advertisement of bulbs and tube lights brands. To compare the various aspects of advertisement of different brand.

DATA COLLECTION SOURCES AND TOOLS

PRIMARY DATA SECONDARY DATA

Questionnaire Personal interview

Company brochures Internet Books

 SAMPLE SIZE-:

200
SAMPLING METHOD-

Stratified Random Sampling Method.

DATA ANALYSIS-

(1) Tabulation (2) Percentage Analysis (3) Ranking (simple) Zone wise distribution: Shahibaug (North) Bapunagar (East) Meghaninagar (North) Viratnagar (East) Naroda (North east) Gurukul (West) Noblenagar (North west) Vadaj (West)

Vasna (South west)

Utility: To students and researchers.

To companies for designing their advertising

strategies.

LIMITATIONS
The sample size of 200 respondents (although

representing the population) is relatively small. Only simple statistical techniques have been applied for analysis and interpretation. The study is based on data pertaining to five major brands only. The study is limited to the city of Ahmedabad.

PROFILE OF RESPONDENTS
AGE OF RESPONDENTS GENDER OF RESPONDENTS

10%

21%
20-40 60% 41-65 65 & above 79%

30%

Male Female

OCCUPATION OF RESPONDENTS

YEARLY INCOME OF RESPONDENTS

2%
6% 16%

1% 4% 38% Service Student Business 20% 16% Less than 1,00,000 24%

Housewife
33% Retired Professional Others

40%

1,00,000-2,00,000 2,00,000-3,00,000 3,00,000 & above

MONTHLY ELECTRICITY BILL(with AC)

35% 30% 25% 20% 15% 15% 10% 10% 30% MONTHLY ELECTRICITY BILL(with AC) 24% 40% 33% 28% 60%

MONTHLY ELECTRICITY BILL(without AC)

49%

50%

23% 20% 19%

MONTHLY ELECTRICITY BILL(without AC)

5%
0% 0%

5%

4%

DATA ANALYSIS
NO. OF BULBS
80% 120% 71% 70% 100% 100% 60% 52% 50% 42% 41% 40% 32% 30% 29% Incandescent CFL LED 40% 20% 17% 16% 20% 7% 0 0% 0 to 4 5 to 8 9 to 12 0% 0 to 3 4 to 6 7 to 9 5% 0% 0% 60% 59% 80% 70% Fluorescent CFL LED 34% 25%

NO. OF TUBELIGHT

10%

CAPACITY (WATTS) OF BULBS/TUBE LIGHTS

35% 30% 30% 50% 25% 21% 20% 15% 15% 10% 10% 30% 49% 60%

23% 40% 36% 33% Capacity of bulbs 28% White Yellow 36%

20%

18%

5%
1% 0%

10%

0% 28 36 40

YEARLY EXPENSE

PLACE OF PURCHASE

2% 6% 5% 32% Below 500 501-1000 22% 1001-1500 1501-2000 2001-2500 2501 or more 33% 29% 30% 33% Retail general store Special electrical fitting store Electrician Other 1% 7% Mall

PREFERENCE: BRANDED V/S NON-BRANDED

100% 93%

90%
80% 70% 60% 50% 40% 30% 20%

89%

Bulbs Tubelights

11%
10% 0% Branded Non-branded 7%

BULBS BRAND AWARENESS

25% 22% 20% 17% 16% 20% 15% 14% 13% 15% 15% 10% 30%

TUBELIGHTS BRAND AWARENESS

28%

25%

18%

14% Tubelight's brand awarness

Bulb's brand awarness

10%

7%
5% 5% 3% 1% 0 0% Anchor Bajaj Crompton Havells Surya Oshram khaitan Mysore Philips GE Crystal Orient Cema 1% 1%

10% 6% 5% 2% 0% 7%

PREFERED BRANDS
70% 70%

60%

60%

50%

50%

40% 1st pre. 30% 2nd pre. 3rd pre. 20%

40% 1st pre. 30% 2nd pre. 3rd pre.

20%

10%

10%

0%

0%

SOURCE OF RECOMMENDATION

EFFECT OF ADVERTISEMENT ON PURCHASE DECISION

5% 15% Neioghbours 37% 6%

Relatives
Friends shopkeeper Interior decorator Electrician 8%

39% Yes No 61%

29%

REASONS FOR CHOOSING A PARTICULAR BRAND BULBS TUBELIGHTS

PARAMETERS QUALITY
DURABILITY BRAND NAME PRICE PREVIOUS EXP. STAR RATING ADVERTISEMENT EXPERT OPINION

RANK 1
2 3 4 5 6 7 8

PARAMETERS QUALITY
DURABILITY BRAND NAME PRICE PREVIOUS EXP. STAR RATING ADVERTISEMENT EXPERT OPINION

RANK 1
2 3 4 5 6 7 8

AWARENESS REGARDING ADVERTISEMENT OF BRANDS

35% 32% 30%

MOST EFFECTIVE MEDIA

70% 61% 60%

50% 25% 20%20% 20% 30% 13% 9% Brands 21% 10% MEDIA 40%

15%

20%

5%

3%
0 0 Havells Surya Mysore 0 Oshram 0 khaitan 0 GE Crystal 1% 1% 1%

10%

6% 3% 1%

5%

3%

0% Anchor Crompton Philips Orient

0%

Orpat

Bajaj

wipro

Cema

APPEALING ASPECTS IN ADVERTISEMENTS

35%

BELIEVABILITY OF ADVERTISMENTS

30%
25% 22%

29%
27% 1% 8%

20% 16% 15% Appealing aspects 10% 6%

6% 36% Very believable Somewhat believable Undecided Not very believable Not at all believable 49%

5%
0%

INFORMATION IN ADVERTISEMENTS

MEMORABILITY OF ADVERTISEMENTS

2%

3%

9% 9%
31% 29%

Very well Somewhat well Undecided Not very well

24%

Very memorable Somewhat memorable Undecided

Not at all very well

49%

7%

Not very memorable Not at all memorable 37%

CREATIVITY IN ADVERTISEMENTS

INFLUENCE OF ADVERTISEMENTS

1% 3% 12% 15% 33% Excellent Very good Neutral Poor 16% Very much Somewhat Undecided Very little Not at all 6% 20%

Very poor
52%

43%

RATING OF ADVERTISEMENTS
20%

DESCRIPTION OF ADVERTISEMENTS
18%
18% 16% 15%

1%

1%

17% 14% Excellent 41% Very good Good Bad Very bad 40% 8% 6% 6% 4% 2% 3% 2% 1% 5% 4% 12% 11% 10% 9% 8% 7% Description of the advertisement 11%

0% Not credible
Distasteful Convincing Believable Silly Attractive Credible Professional Creative Memorable Appealing Touching Honest

EXPERIENCE WITH THE PRESENT PRODUCT

70% 65% 62% 60%

50%

40% Bulbs 30%

27%

27%

Tubelights

20% 11% 10% 8%

0% 0% Highly Satisfied Satisfied Neutral

0%

0%

0%

Dissatisfied

Highly Dissatisfied

FINDINGS
Consumers prefer the branded lighting products over non

branded. Consumers buy the product from Retail general stores. Philips is the most well known and preferred brand among the respondents for both the bulbs and tube lights. Electricians and shopkeepers are the most influential sources in the purchase decision. Quality and Durability are the most important factors influencing buyers Choice, followed by brand name and price.

 T.V is the most significant media while internet and

hoardings have negligible influence. Only 4% (minor section) advertisement is found honest by people. Most respondents were satisfied with their present products.

SUGGESTIONS
Companies should emphasize more on energy efficient

bulbs and tube lights. So, they should produce more CFLs and LEDs. Further, companies should advertise their brand sensibly emphasizing quality/durability. They should also endorse brand ambassadors for their products, so as to attract more customers and honesty appeal should be increased.

BIBLIOGRAPHY
Internet

www.google.com
www.wikipedia.com www.suryaroshnilighting.com www.lightingphilips.co.in www.cromptonlighting.co.in www.bajajelectricals.com tp://www.havells.comht/

http://www.elcomaindia.com/

Books Marketing management by Philip Kotler (12th )