Philips Solar LED Marketing Strategy Presentation

1. 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)

2. INDEX
 Introduction
 BCG Matrix
 PEST Analysis
 SWOT Analysis
 STP
 Product Mix
 4 P’s
 Conclusion

4. 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
Introduction

5. 1 Hour Solar Radiation on earth = Energy Requirement of Entire Population for 1 Year

6. Introduction

7. BCG Matrix
High Market Share Low Market Share
High
Growth
Rate
Star Question Mark
Low
Growth
Rate
Dog
Withdraw
substantial
Investment and
resources.
Beneficial
Focus : Technology
and volume to
reduce the cost per
unit or find
alternatives of
integration
Instead. Extension
promotion of LEDs
and Solar
Keep the focus on
Integrated Product
promotion. i.e.
SOLAR LED

8. 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
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
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
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

9. SWOT Analysis
Strengths Weakness
Initial high cost w.r.t traditional
products
Limited buying capacity of
market
After sales support
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
Threats
Cheaper competitive products
Macroeconomic changes
More competitors enter the
market
Foreign competitors making
similar products, but utilizing
cheap labour
Popular brand
Best quality products (PTR)
Innovation capabilities
Large global footprint
Low-cost and highly efficient
manufacturing and supply base.
Save transmission losses

10. Philips LEDs
Home
lighting
Products
Automotive
Lighting
Energy
Efficient
LED
Products
Special
Lighting
Essential
LEDtube
T8
LED
Lighting for
Industries
GreenPe
rform
LED
batten
Endura
LED -
Bulkhead
GreenLE
D -
downlight
ers
Green-
Square
LED
Lumizair
Solar LED
street
lighting
GreenLine
Mini-
green
Green-
Line
Smart
Selina
Product length
Product Width
Product line Depth
Product Mix

11. Segmentation,
Targeting
Solar+LED
Office and
Industry
Manufacturing Plants
Offices
Warehouses
Parking Spaces
Healthcare
Infra & Public
Spaces
PSU (Pub Sector Undertaking)
Road, Streets, Tunnel, Bridges,
Parking
Areana And Sports
Parks, Plaza, Monuments,
Gardens
Educational Institutes
Retail &
Hospitality
Luxury Hotels
Hospitals,
Fashion
Petrol and Conveniences
Households Luxury Apartments
Smart Homes
P
o
s
i
t
i
o
n
i
n
g

12. 4P’s
Product Price
Place Promotion
Energy Crisis
Environment … Safeguard the future
Government policy
NEED !!!
Differentiation!!!
Innovation & Hue Competitive Edge
(Automation….)
Sell Energy Saving Projects - CSR
Processing Cost – Electricity Bills
Based on Areas….
Distribution Channel!!!
Areas / Segments
 Mfg. Industries
 Infrastructures
 Hospitality
 House Hold
Different strategies for:
a. Urban b. Rural
Note : Also Consider Govt Subsidies
Channels
 Outlets
 Distributors
 System
integrators
 E – Commerce
Market Share + ROI for Company
• Segment-oriented
• Profit-oriented
• Competition-oriented
• Psychological pricing
• Lower  Medium  High
• Low cost of production
• ROI for customers
• Focus based on Govt. Support – Subsidies
-Tie up with Government agencies
• Television
• Newspapers
• Websites
• Flex
• E-Commerce for market penetration
• Projects Promotion with ROI Back up
Connect with People
a. Environment Awareness; b. CSR
c. Sponsorships d. ROI
A
I
D
A

13. 4P’s
Energy Crisis
Environment … Safeguard the future
Government policy
NEED !!!
Differentiation!!!
Innovation & Hue Competitive Edge
(Automation….)
Sell Energy Saving Projects - CSR
Processing Cost – Electricity Bills
Based on Areas….
Distribution Channel!!!
Areas / Segments
 Mfg. Industries
 Infrastructures
 Hospitality
 House Hold
Different strategies for:
a. Urban b. Rural
Note : Also Consider Govt Subsidies
Channels
 Outlets
 Distributors
 System
integrators
 E – Commerce
Market Share + ROI for Company
• Segment-oriented
• Profit-oriented
• Competition-oriented
• Psychological pricing
• Lower  Medium  High
• Low cost of production
• ROI for customers
• Focus based on Govt. Support – Subsidies
-Tie up with Government agencies
• Television
• Newspapers
• Websites
• Flex
• E-Commerce for market penetration
• Projects Promotion with ROI Back up
Connect with People
a. Environment Awareness; b. CSR
c. Sponsorships d. ROI
PRODUCT
PLACE
PRICE
PROMOTION

14. Action
Direct & channel
sales
24X7 customer
helpline
Effective S&D and
services network
Lobbying with
government
Desire
ROI Schemes for R&M
Product mix for targeted
segment
Interest
Setting up the example
Projection as CSR
activity
Easiest way to comply
government norms
Attention
Customer
awareness
Product
Promotion
Strategic tie ups Brand Value