Lighting Market in India Detailed Analysis of Philips India Ltd.

By:Ayushi TiwariFaiz-ul-HaqKshitij NilankRohit TikmaniShaily Manohat

Agenda Market Size and Market share Consumer Market & B2B Market Major players Bases of Segmentation Types of Lighting B2C - Bases of Segmentation Broad Division of Lighting Fixtures B2B Buying Behavior – Expert Advice Brand Positioning Packaging Price Comparison Promotion Comparison SWOT Recommendations

Market Size and Market Share

Source : Company MOSL

Consumer Market & B2B Market

• Consumer Market

Luminaires-domestic, functional, decorative, lifestyle, scene setting luminaires

• B2B Market

Controls and luminaires for city beautification, road lighting, sports lighting, office lighting, shop/hospitality lighting, industry lighting

Major Players

• Philips India Ltd.

• Crompton Greaves Ltd.

• Bajaj Electricals Ltd.

•Wipro Consumer Care and

Lighting Ltd.

• Havells India Ltd.

• Seimens Ltd.

• Halonix India Ltd.

• G.E. India Ltd.

• C&S India Ltd.

Bases of Segmentation

Source: Frost & Sullivan

Types of Lighting

Ambient Lighting also known as general lighting provides an area with overall illumination.

Such as surface and recessed wall light and uplight

Task Lighting helps you perform routine chores (such as reading, cooking food etc.) which should be free of distracting glare and shadows bright enough to prevent eye strain.

Such CFL, Tube light

Accent Lighting offers a complete service for all aspects of interior or exterior lighting whether contemporary or traditional. To be effective, it require as least three times as much light on the focal point as the general lighting surrounding it.

Such as Pendant traditional and conventional light, Wall mounted picture light

B2C - Bases of Segmentation

High Price :

LEDs

Mid Price : CFL

and Fluorescent

Low Price :

Incandescent lamps

Regular Usage :

Incandescent, CFL

Luxurious Living :

Ceiling recessed,

Surface Mounted Light,

Wall Light, Linear and

Track system

Outdoor: Street light

and flood light

Indoor : Audience/

Seating Area – For

Gymnasium, for sports

arena

Manufacturing Facility:

High Bay and Low Bay

Lights

PRICE LIFESTYLE SPACE FUNCTION

Broad Division of Lighting Fixtures

By Light Source:

Incandescence

Fluorescence

Gas discharge

LED

Fiber optics

By Luminaries:

Consumer luminaries

Indoor Commercial luminaries

Industrial luminaries

Outdoor luminaries for street and

flood lighting

Market leader in different segments:

Incandescent bulbs: Philips , GE

Fluorescent Lamps (CFLs): Surya, Havells, Wipro, Halonix

High-Intensity Discharge: CG, Bajaj

Light Emitting Diodes (LEDs) = Philips, GE Lighting Solution

B2B Buying Behavior – Expert Advice

Expert Advice: Mr. Hemant Mewada (Ex-DGM Blue Star-Western Division)Source of Audio Clip: Havells Showroom Owner

Brand Positioning

Energy savings

Customer Centric

Cares about customers emotions

Customer service

Quality Assurance

Innovation & You

Tagline

Communication

TV Commercials

Brand Positioning

Energy savings

Customer Centric

Cares about customers emotions

Jingles“Hamesha Aapke Saath”“Sabko Roshan Karde”

Inspiring Trust

Tagline TV Commercials

Communication

Brand Positioning

Capturing the whole market

Energy savings

Product Centric

Customer service

Jingles“Lighting the world”

Powering Lives

Tagline TV Commercials

Communication

Brand Positioning

Energy savings

Focuses on social issues

(Safer City Project)

Customer Centric

Cares about customers emotions

Customer serviceJinglesBright is right

The Right Light

Tagline

Communication

TV Commercials

Brand Positioning

Energy savings

Customer Centric

Cares about customers emotions

Customer service

Applying Thought

Tagline TV Commercials

Communication

Being a commodity, there is no point of differentiation as it has to follow BEE standards.

PACKAGING

Light Source Philips Competitors(Bajaj, Havells, Halonix)

Local Players(Orient)

Incandescent bulbs (10 watt)

20 20 15

Compact Fluorescent Lamps (CFLs- 14 watt)

140 140 110

T8 Luminaries (36 Watt) 540 540 440

T5 Luminaries (28 Watt) 840 850 760

High-Intensity Discharge (Halogen)

100 100 80

Light Emitting Diodes (LEDs) (2Watt)

385 870(3 Watt)

230

Price Comparison

Source: Retail Shop (All figure in Rs.)

Promotion Comparison

Company Promotional Activities

Philips They offer extended guaranties to their products

CG Keep in touch with the customers through various interactive platform.

New business verticals for rural electrification to build for itself a first mover advantage.

Havells Aggressive brand building initiative by patronizing cricket. Sponsorship of T-20 World cup IPL and quiz shows.

High brand visibility on mass media through TV commercial being aired across product category

Halonix Billboard in cricket stadium and cities like New Delhi as a part of its Safer City Project

 Commercialize the infrared lights used for industrial purposes

 Can introduce solar utility kit for lighting rural and backward 

areas

 Tie up with X-Box and PS

 Come up with theme ideas of colour changing lights in hospitals 

for children

 CSR activities: Lighting orphanages and hospitals for physically 

challenged

Recommendations

Bibliographyhttp://www.americanlightingassoc.com/Lighting-Fundamentals/3-Types-of-Lighting.aspxhttp://energy.gov/energysaver/articles/types-lightinghttp://www.ambiencelighting.com.au/subcategories.php?catID=71 http://www.accentlighting.co.nz/ http://www.frost.com/prod/servlet/report-brochure.pag?id=P6FA-01-00-00-00 http://www.instapower.com/mailers/march-2013/Indian%20LED%20Lighting%20Market%202012_Executive%20Summary.pdf http://www.worldfurnitureonline.com/research-market/the-lighting-fixtures-market-india-0058562.htmlhttp://www.frost.com/prod/servlet/report-brochure.pag?id=P6FA-01-00-00-00Philipshttps://www.youtube.com/watch?v=1hNXuWVAUCchttps://www.youtube.com/watch?v=3VgZ4Mdko18http://www.philips.com/about/company/history/historyofthebrandmark/index.pagehttps://www.youtube.com/watch?v=GIDDZ_LXXjYwww.superbrands.com/za/pdfs/pdf2010/philips.pdf

halonixhttps://www.youtube.com/watch?v=HCRFgOiYLCshttps://www.youtube.com/watch?v=4Nmarm7HwekMajor 3 Incandescent makershttp://www.thenewamerican.com/economy/sectors/item/17382-reports-of-the-death-of-the-incandescent-light-bulb-are-prematurePhilips in lamp industryhttp://www.freedoniagroup.com/Lamps.html

Bajajhttps://www.youtube.com/watch?v=fTxVUahV1g8https://www.youtube.com/watch?v=iSYm2Jig_78https://www.youtube.com/watch?v=LYDLQUAsXhEhttps://www.youtube.com/watch?v=usgi7gzhBXshttps://www.youtube.com/watch?v=usgi7gzhBXshttps://www.youtube.com/watch?v=7HKHCewk-4Q havellshttps://www.youtube.com/watch?v=LXTFtyl6aAIhttps://www.youtube.com/watch?v=giv95l3Kyrghttps://www.youtube.com/watch?v=HNoISIykX8Qhttps://www.youtube.com/watch?v=XtAf-_ErXOkhttps://www.youtube.com/watch?v=PGNv1EVose4wiprohttps://www.youtube.com/watch?v=aSP2vWzmQBEMarket leader in different segmenthttp://www.businesscoot.com/lighting-industry-in-india-193/Philips market leader in LEDhttp://www.lighting.philips.co.in/pwc_li/in_en/lightcommunity/assets/led-homepage/in_Philips-Professional-LED-lighting-catalogue_April-2014.pdfHavells one of the top gear in CFLhttp://articles.economictimes.indiatimes.com/2004-07-19/news/27416226_1_compact-fluorescent-lamps-switchgear-chinese-cflsCGwww.superbrandsindia.com/images/brand_pdf/business_4th_edition_2012/crompton-greaves-lighting.pdf

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