MARKET ANALYSISOF

LED BULB

Business Development & Communication,

EA Group

Hasib Uzzaman Khan

Introduction of LED Bulb

• An LED lamp is a light-emitting diode (LED) product which is assembled into a lamp (or light bulb) for use in lighting fixtures. LED lamps have a lifespan and electrical efficiency which are several times greater than incandescent lamps, and are significantly more efficient than most fluorescent lamps, with some chips able to emit more than 300 lumens per watt.

COMPARISON

Existing Brands in Local Market

Super Star Lighting

ENERGYPAC

WALTON

Transtec Lighting

RFL-CLICK

Flora Ltd (VERBATIM)

ENSYSCO

Existing Brands in Local Market

OSAKA

Hosaf Proficient Energy

Solarland BD

New Nation

OPPLE LED

THUNDER LED

PASHA Lighting

Current Market Pricing ScenarioBased on Price Class

0 200 400 600 800 1000 1200 1400

A Category

B Category

C Category

15 Watt

12 Watt

10 Watt

9 Watt

8 Watt

7 Watt

6 Watt

5 Watt

Current Market Share Scenario

•These markets represent about 50% of the lighting & electric market of Dhaka city.•Data has been collected by using direct interview and observation method.•With data sheet specific information & some personal information has been collected from the retailers, wholesalers, employees, importers, distributors and customers.•Some brand companies like Flora Ltd (VERBATIM), WALTON, RFL-CLICK usually sell their lights from their own and authorized outlet.•Super Star Lighting is holding the large market share and they are the most visible brand of the market.

Current Market Share Scenario

0.00%

20.00%

40.00%

60.00%

80.00%

100.00%

120.00%

Nawabpur & Kaptanbazar

Electric Market

Mirpur Electric Market

Maghbazar Electric Market

Other Light & Electric

Market of Dhaka City

Other LED

ENSYSCO

RFL-Click

HPE

Verbatim

Osaka

Walton

Transtec

Energypac LED

Super Star LED

Competitive Insights

Hosaf Proficient Energy Limited High quality 1371 lm/watt Epistar LED chips are imported from Taiwan and HPE's in-house manufacturing team

in China assemble in onto Unleaded PCB boards. The tube driver is double isolated and high PF≥98%. It is imported from Japan. The company continues to make

product improvements with focus on LED at the research and development facilities based in China.

Industrial & Marine Technology (IMT) Industrial & Marine Technology (IMT), Dhaka, Bangladesh, is manufacturing High Quality& Best LED Lights with

it’s Partner Manufacturers in China, having manufacturing factories at Guangzhou & Shenzhen.

Super Star LED National & International Certifications. BUET, CE, IEC, ISO, SUPER STAR R&D. Have strong branding in local Market. Using a tag line- “future is bright”

Transtec Light National & International Certifications. BSTI, BUET, Wide Voltage Range, Environment Friendly.

Competitive Insights

Flora Limited

Partnering with Verbatim (Part of the Mitsubishi Chemical Holdings Group)

Opple

Opple holding a slight market share in Nawabpur Market.

As per the officiial website of opple in the dealer locator segment; Energypac electronics LTD, KHAWJA GROUP, Pran RFL Group and Zamimen International are the dealers of Bangladesh.

New Nation Lighting

Lighting products manufactured in Korea.

Sample Questionnaire Survey Form Selling End

Overview of Collected Data

Sample Questionnaire Survey Form Buying End

Overview of Collected Data

Market Summary (Selling End)

Importer, Distributor, Wholesaler and Retailer of Bangladesh • Abid Lighting Ent Pvt Ltd

• ASHA Power Technology Ltd

• Ecolite Led Lighting

• HM Energy Ltd.

• MEP ENERGY SAVING LAMPS IND LTD

• Messrs Mahabub Trading

• Omaima Enterprise

• Omni lights

• Sino Atrium

• Suffolk Corporation

• 0 G Power Solution Ltd

• Emac Power Generation Ltd

• ABG Interlinks ltd.

• Allied Solar Energy Limited

• Digital Technology

• Smm Electro Power

• NextGen Luminaires

• ORELCO (OnnoRokom Electronics Company Ltd)

• Power Builders Corporation

• Prisma Technologies Limited

• Super Saver Electronics

• Uttaron Technologies

• Easy Electronics

• Innovative Technologies Ltd

Other Importer, Distributor, Wholesaler and Retailer of Bangladesh (Zone wise)

• Nawabpur Road

• Mirpur

• Mohammadpur

• Outside of Dhaka

Growing Statistics of 2014-16

0

10

20

30

40

50

60

2014 2015 2016

Distributor

Wholesaler

Importer

LED Bulb Package

Superstar LED Bulb

Energypac LED Bulb

LED Bulb Package

EDALIGHT LED Bulb

GE Sol LED Bulb

LED Bulb Package

E&A LED Bulb

SWOT Analysis

Strengths• Govt. incentives in budget for CFLs and LEDs business.• Quality products with well technical specification.• Products durability and longevity.

Weakness• New in lighting market.• Lack of brand awareness.

Opportunities• Govt. incentives for energy saving products.• LED market is on going and has a great future.

Threats• Increased number of competitor in the market.• Ongoing CFL bulb demand in market.

Market Analysis

• Consumers are more interested in CFL than LED bulb due to low price.• Consumers are not aware enough about the energy saving feature and

low cost of electricity of LED Bulb.• Chinese products are holding the main market share of local market.• Some brand Companies are manufacturing LED bulb for local market.• Most of brand companies import the parts (Aluminum PCB and led, LED

driver etc.) from outside of the country and assemble bulbs in their own premises.

• Most of the parts came from China, Korea and Japan.• Some brand companies import bulb directly from other foreign country

along with their own branding.• Brand companies acquiring Certifications like-

BSTI, BUET, CE, IEC, ISO, SUPER STAR R&D, Wide Voltage Range, Environment Friendly etc.

Market Analysis

• Super Star Lighting is leading the market right now.

• Brand companies customized their packaging for the local market and customer segment.

• LED bulb is more acceptable in showrooms, offices, commercials & restaurants.

• Retails stores controls the selling of brand on their will.

• Wholesalers always looking for the maximum commission and profit.

• Different companies, importers and distributors have different commission policy.

• Wholesalers stock products from different sources instead of one unique source.

• Sometimes wholesale and retail price are different from each other and wholesale price vary in purchasing quantity.

Market Analysis

• 9Watt-15Watt bulbs are the most selling item for the residential user.

• Bulbs which are powerful than 15Watt or above usually used for the commercial spaces.

• When a retailer stock product from local head distributor, they stock free of cost and follow pay per week policy on the payment term.

• Other companies selling LED Bulbs along with other LED product like LED panel Light, LED outdoor light etc and CFL products instead of only LED bulb.

• Lucrative packaging is helpful for healthy sales.

• Most of the companies included technical specifications, certifications and other information on their packaging design.

References

• http://www.bpc.org.bd/

• http://newagebd.net/

• http://www.mof.gov.bd/

• Light Engineering Product Business Promotion Council(LEPBPC)

• Other Online Sources

• Jalal Ahmed, New Kiran Light House, Nawabpur Road, Dhaka

• Md. Odayedul Islam, Obayedul Electric, Mirpur, Dhaka

• Sumon Islam, Habib and Brothers, Kaptanbazar Complex, Dhaka

• Tipu Sultan, Shahed Hardware, Magbazar Railgate, Dhaka

• Md. Taifur Rahman, Evergreen Electric, Green Road, Dhaka

• Rakib Ahmed, Uttara, Dhaka

• Mohsin Ali, Gmart, Mirpur, Dhaka

• S Six Trading, Mirpur, Dhaka

Thank You