Marketing Strategy

PHILIPS – Solar+LED
Presenters:
Balaji Chettiyar (Roll No 1410)
Chinmay Patil (Roll No 1443)
Deepak Kulkarni (Roll No 1428)
Devendra Pataskar (Roll No 1445)
Nikhil Tathe (Roll No 1455)
Ritesh Khadke (Roll No 1427)
Shivraj Pawar (Roll No 1447)
Vinayak Jaybhaye (Roll No 1423)
INDEX
 Introduction
 BCG Matrix
 PEST Analysis
 SWOT Analysis
 STP
 Product Mix
 4 P’s
 Conclusion
Introduction
300 million citizens of India do not have access to
electricity, according to IEA.

“Coal and gas shortage, delay in commissioning of

plants and delayed monsoon in South India are the
main reasons for power shortage in the country,” CEA

India loses USD 68 billion, or about Rs 4,14,800 crore

of its Gross Domestic Product due to electricity
shortage, says a report from FICCI

 survey of over a 1,000 companies by the Japan Bank

for International Cooperation showed nearly half of
them were concerned about the infrastructure
deficiency in India

The World Resources Institute estimates electricity

transmission and distribution (T&D) losses in India to
be 27 percent - the highest in the world
1 Hour Solar Radiation on earth = Energy Requirement of Entire Population for 1 Year
Introduction
BCG Matrix
High Market Share Low Market Share

High Star Question Mark

Growth Keep the focus on Focus : Technology
Rate Integrated Product and volume to
promotion. i.e. reduce the cost per
SOLAR LED unit or find
alternatives of
integration

Dog

Withdraw
Instead. Extension substantial
Low promotion of LEDs Investment and
Growth and Solar resources.
Rate Beneficial
PEST - Analysis
Political
 Government subsidies
 Tie ups with developed countries to
develop non polluting energy sources
 Capacity addition of 72,400 MW by
2022, with solar will contribute 28%
 Government mandate for SERCs to
promote renewable sources of energy
Social
 Social Media has high impact
 Low awareness for solar energy
 1/5th Energy is consumed in lighting
 Increased concern for the environment
 Different geographical levels with man
remote / unreachable areas
 Changing trends of Brand Loyalty
Economical
 US$ 41.73 billion opportunity in the
solar energy market in India till 2022.
 Emerging market in power/infrastructure
sector
 Financially viable option – Subsidies
 In 2011, India received $2 billion
funding for solar projects in 2011
Technological
 Increased emphasis for green technology
 Cost-effective solution where electricity
supply is expensive or problematic.
 Ease of installation and low
maintenance
 Immunity to power outages
 High color index, providing bright, true
colors during nighttime hours
SWOT Analysis
Strengths
Popular brand
Best quality products (PTR)
Innovation capabilities
Large global footprint
Low-cost and highly efficient
manufacturing and supply base.
Save transmission losses
Opportunities
Growing market for energy
efficient products
Emergence of new markets,
Technological change
Taxation law (recognized
through energy efficient tax
credits)
40% area not on power grid
Government regulation and
Weakness
Initial high cost w.r.t traditional
products
Limited buying capacity of
market
After sales support
Threats
Cheaper competitive products
Macroeconomic changes
More competitors enter the
market
Foreign competitors making
similar products, but utilizing
cheap labour
Product Mix
Philips LEDs

Energy
Home
Automotive Efficient Special
lighting
Lighting LED Lighting
Products Product Width Products
Product line Depth

Green- GreenPe
Essential Endura GreenLE
Solar LED Square LED
D-
LED
rform
LEDtube LED - street
downlight Lighting for
lighting Lumizair LED
T8 Bulkhead ers Industries
batten
Product length

Green-
Mini- Line
GreenLine Selina
green Smart
 Segmentation,
Targeting Manufacturing Plants

Offices
P
Office and
Industry Warehouses o
Parking Spaces

Healthcare
s
PSU (Pub Sector Undertaking) i
Road, Streets, Tunnel, Bridges,
Infra & Public
Spaces
Parking
t
Areana And Sports

Solar+LED Parks, Plaza, Monuments,

Gardens
i
Educational Institutes o
Retail &
Hospitality
Luxury Hotels

Hospitals,
n
Fashion i
Households
Petrol and Conveniences
n
Luxury Apartments

Smart Homes g
4P’s
Product Price
NEED !!!
Market Share + ROI for Company
Energy Crisis
• Segment-oriented
Environment … Safeguard the future • Profit-oriented
Government policy • Competition-oriented
• Psychological pricing
Differentiation!!!
• Lower  Medium  High
Innovation & Hue Competitive Edge
• Low cost of production
(Automation….) • ROI for customers
Sell Energy Saving Projects - CSR • Focus based on Govt. Support – Subsidies
Processing Cost – Electricity Bills -Tie up with Government agencies
Based on Areas….
Place Promotion A
Distribution Channel!!! Connect with People I
Areas / Segments Channels a. Environment Awareness; b. CSR D
 Mfg. Industries  Outlets c. Sponsorships d. ROI A
 Infrastructures  Distributors • Television
 Hospitality  System • Newspapers
 House Hold integrators • Websites
 E – Commerce • Flex
• E-Commerce for market penetration
Different strategies for: • Projects Promotion with ROI Back up
a. Urban b. Rural
Note : Also Consider Govt Subsidies
4P’s
PRODUCT
PRICE
NEED !!!
Market Share + ROI for Company
Energy Crisis
• Segment-oriented
Environment … Safeguard the future • Profit-oriented
Government policy • Competition-oriented
• Psychological pricing
Differentiation!!!
• Lower  Medium  High
Innovation & Hue Competitive Edge
• Low cost of production
(Automation….) • ROI for customers
Sell Energy Saving Projects - CSR • Focus based on Govt. Support – Subsidies
Processing Cost – Electricity Bills -Tie up with Government agencies
Based on Areas….

PLACE PROMOTION
Distribution Channel!!! Connect with People
Areas / Segments Channels a. Environment Awareness; b. CSR
 Mfg. Industries  Outlets c. Sponsorships d. ROI
 Infrastructures  Distributors • Television
 Hospitality  System • Newspapers
 House Hold integrators • Websites
 E – Commerce • Flex
• E-Commerce for market penetration
Different strategies for: • Projects Promotion with ROI Back up
a. Urban b. Rural
Note : Also Consider Govt Subsidies
 Attention
Customer Product
Strategic tie ups Brand Value
awareness Promotion

Interest
Projection as CSR Easiest way to comply
Setting up the example
activity government norms

Desire
Product mix for targeted
ROI Schemes for R&M
segment

Action
Direct & channel 24X7 customer Effective S&D and Lobbying with
sales helpline services network government