Target Customers Differentiation Strategy

Segmentation
Market, by End Use Sector Market, by Geography Providing transparent stickers for
 Commercial  Northern India, Tier-1 customers to create hand-drawn
 Residential  Western India, Tier-1 designs, which can be pasted on the
 Institutional  Southern India
 Industrial  Eastern India bulb for generating patterns

Age Group 25-50 Years Saving the extra effort of buying

bulbs and decoration accessories
Social Class SEC A separately
Profession Professional &
Technical, Managers,
Promotion
Designers
Save energy by installing Philips T-Bulb which spreads more
light compared to other brands because of its extended wing
Behavioral Social, Gregarious, portion, with a decorative finish.
Energy Conscious
 Communication Mix Suggested Packaging

Quirky ad campaign that targets the Philips should ensure that the packaging quality is
main utility of wider light spread with an high since this product is charged at a premium in
additional benefit of a decorative look the market. Proper cushioning and support should
be installed inside the package.
Personal Selling can be facilitated by
light studio owners & also salesmen
placed at LED bulb section of various
modern trade outlets

Promotion at Trade Fairs for properties,

Architects’ exhibitions and social media
influencers
 Go-To-Market Model Key Influencers
Focus on Modern Trade outlets like Big
Bazaar, D-Mart, Reliance Market etc.
Real Estate Developers, Builders
and Constructors like Godrej
Light Lounges and Premier Décor studios Properties, DLF, Hiranandani etc.
Supplier Power :
High, limited suppliers

Popular Interior Designers and

Competitive
Professional Design Studios
Rivalry for Philips:
Threat of New Havells, Bajaj Buyer Power:
entry : Low due to Electricals, Surya Premium Product
high investments Roshni, NTL (Low Bargaining)
Lemnis, Osram,
Syska Led Energy Auditors/Consultants for
companies and office spaces
Threat of
substitution :
Highly elastic Market