LED Lighting Scope of Work

Research Background
LED (Light Emitting Diodes) represent the fastest growing lighting technology. They
have the advantages of long life (35000 - 50000 hours), ability to create effects in
various colors and versatility for various applications. The only disadvantage is that
they are very expensive e.g. INR 100 for a CFL and INR 600 for a LED lamp.
Emerging applications include professional lighting in Hospitality, Office Lighting,
Retail e.g. Mall and shops, Outdoor, Garden/Landscape and Architectural (Effects
created by LEDs)
Households are slowly starting to adopt solid state LED lighting
Competition: Osram, Philips, Cree, Havells, Wipro, Bajaj and Nichia along with LED
panel manufacturers like Samsung, LG etc.
Product Range
PROFESSIONAL PL LIGHTING
LED Downlighters (With external Driver): 1W, 3 W, 9W, 15W, 20W, 30W equivalent
to higher wattage halogen lamps
2x2 LED panel lights
LED linear products
Flexible & rigid linear LED strips
LED Tubes (Replacement for T8/ T5 conventional tubes)

CONSUMER SSL LIGHTING:
LED retrofit lamps with integrated drivers
LED tube lights

Research Objectives: 1
Map all customer segments for different LED applications/ products
Hospitality
Office Lighting
Retail e.g. Mall and shops
Architectural applications (Effects created by LEDs)

Study the buying process and customer preferences in different segments
Role of end-user and influencers (interior designers & architects)
Purchase criteria including brand name, price, after-sales service, installation
expertise, etc.
Replacement cycle
Source of purchase
Brand preferences
Wattage preferred
Products being replaced by LED lights
Research Objectives: 2
Map the sales pattern of LED lighting in General Trade:
Sales of LED products
Popular wattage
Brands stocked
Highest selling brand

Ascertain Market Characteristics:
Size of LED market
Market shares of players
Sales channels
Sales territories & key customers.

Research Methodology
This study will be based on a one time market assessment survey.

Market assessment survey will study:
customer segments for professional & consumer lighting:
sales channels; and
possible influencers such as interior designers and architects.

Sample Size & Geographical Coverage
CITY
Phase I
Customers
Phase I
Sales Channels
Phase II
Influencers
Delhi 110
100
10
Mumbai 110
100
10
Chennai 55
50
5
Kolkata 55
50
5
Bangalore 55 50 5
Hyderabad 55 50







Jaipur 20 10
Chandigarh 20 10
Ahmedabad 20 20
Pune 20 20
Coimbatore 20 20
Kochi 20 20
Total 560 500 35
Phase I: Influencers will include interior designers and architects. These will include
quantitative as well as qualitative surveys.
Customers will include both new installation & replacement ones.
Key players in the sales channels will include distributors, general trade retailers, modern
retailer chains, system integrators, etc.