SHINE LEDs

Executive summary
SHINE LED LIGHTS
Making India
brighter

Introduction
Our product meets customer needs for energy
efficient and environmentally friendly overhead lighting .With
energy prices increasing and an increased interest in
sustainability, a market for high efficiency, environmentally
friendly lighting has been created. This need can now be cost
effectively met with LED lighting technology because of recent
advances in LED manufacturing techniques.
LED lighting technology has numerous advantages over
fluorescent lighting, the current industry standard. It is twice as
energy efficient, has a 50% longer lifetime, has less maintenance
requirements, uses no mercury, and contributes to reduced
climate control costs.

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While this product is significantly more expensive up front than
fluorescent lighting, the many advantages of the product cause it
to actually save the customer money over the long term. In fact,
it too has in cost savings over 3 years for the average retail store.
In addition to the cost savings, there are huge intangible benefits
as well.
The LED lights are high quality and customized to meet the
customers aesthetic needs. The Led lights are designed for cost
savings, efficiency, and longer life.

Benefits of LEDs:
High Efficiency, Longer Lifetime,
Environmentally Friendly, Safer Materials

Competitators: Philips, Havells, Anchor, Surya,

syska

Market summary
TARGET MARKETS

Selecting the customers according to how much

they are purchase the products ,and how many time purchases
products ,how much they have spent since they have becoming
customers. And who made their last purchase between
30to60days ago and who is the most attractive customer and who
make three to six purchase a year we will target them.
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Offers elements: shine light providing offers to a customer buy
way of a customer purchase large quantity of products giving
discounts ,cash price ,gift vouchers etc

Testing elements:
It is great advantages of elements of direct marketing is the
ability to test under real market place conditions, different
elements offer strategy such as products features copy platform
mailer type envelop prices mailings lists.

Catalog marketing:
To providing a customers to an catalogue list
products, feathers ,price list ,differentiate various products price
list and also providing facilities e-catalogue, DVDs and specialty of
consumers catalogues

Telemarketing:Telemarketing is the use of the telephone and call

centers to attracts prospectus, sell to existing customers and
provides services by taking orders and answering the questions
.and it helps to companies revenue ,reducing selling costs and
improve the customer satisfaction.

Other media for direct response marketing

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Direct marketers use all the major in media
.newspapers and magazines carry ads offering books ,clothing
appliances vacations and other goods and services that individual
can order via toll free numbers .radio ads present offers search
ads 24 hours a day Interactive marketing communication options

Web sites : shine must design web sites that embody or

express their purposes ,history ,products ,and vision mission and
that that are attractive on first viewing and interesting enough to
encourage repeat visits.

Search ADS :-A hot growth area in interactive marketing paid

search or pay per click ads which now account for roughly half of
all online ad spending .%35 of all searches are reportedly for
products and services.

Display Ads : shine lights provide ads display ads banner ads
are small ,rectangular boxes containing text and perhaps a
pictures that companies pay to place on relevant web sites .larger
audience .higher the cost .some banners are accepted on a barter
basis.

Mobile marketing :

with cell phones ubiquities nature and

marketers ability to personnel message based on demographic
and other consumer behavior characteristics the appeal of
mobile marketing communication tool is oblivious.

Market demographics
Geographic factors:
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We are targeting area that is first Dharwad afterwards in all over Karanatak with
good quality and service to the customer. But we are not expanding our business to
world because of lack of support.

DEMOGRAPHIC FACTOR:
In demographic factor, we decide the market on variable such as age,
family size, family life cycle, gender, income, occupation, education, religion, race,
generation, nationality and social class. One thing demographic variables are so
popular with marketers is that theyre often associated with consumer needs and
wants. Another is that theyre easy to measure. Even when we describe the target
market in non-demographic terms, we may need the link back to demographic
characteristics in order to estimate the size of the market and the media we should
use to reach it efficiently.

MARKET NEEDS:
The following are the major needs of the three major customer
segments they are
Individuals, households, government, we are trying to fulfill
customer needs with better quality and price.
1. Households.
2. Individuals.
3. Institutes.

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MARKET TREND:
LED lighting is comparatively a new technology with respect to
other conventional lighting sources. Hence, consumers are yet to understand the
benefits of LED lighting and adopt it. However, many are adopting it as they this
technology can change their way of living.
Although the use of LED lighting in domestic applications is picking up slowly,
and may take some more time, it has already started finding its applications in the
commercial, retail, industrial, infrastructure and real estate sectors. Therefore, the
buying trend in LED lighting markets in India is picking up in the metropolitan
cities more than tier II and III cities.

MARKET GROWTH:
The growth of LED lights in the market now a days it increasing. According to
industry experts, the global LED market is experiencing rapid growth across
several applications and will continue to grow throughout the next decade. In
response to this growth, the demand for high-reliability circuit protection
technologies will continue to increase. Circuit protection is needed to safeguard
sensitive LED electronics and circuits from electrical threats and meet industry
standards for safety and reliability. This technology also prevents LED lighting
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from experiencing failures within an investment payback period of five years.
Fuses, varsities, surge protection modules and TVS diodes are designed to protect
LED applications and maximize the lighting investment.

SWOT Analysis:
The following SWOT analysis captures the key
strengths and weakness of SHINE LED LIGHTS and indentifies the
opportunities and threats facing it.

Strengths:

The Financial and Environmental Benefits of LED Lighting.

Customer focus and customer orientation.
Having strong marketing strategy.
Good customer relationship.

Weaknesses:
Low production.
Low capital investment.

Opportunities:
Boost LED lighting applications across the country expand
our production capacity to meet the demand that is
expected to increase significantly.
Growing the market shares of led light company present and
in future trend.
Good response from the government like subsidies

Threats:
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Strong competitors in the market place.
The tendency to look at technology, brand and evaluation of
quality by many potential customers.
As We are beginners in the market so at the initial stage can
cover production cost than the profit

COMPETITION:
As the technology is getting better there are different
companies getting into lighting business. Our competitors are the
leading companies in the lighting business which have a great
hold on the current market shares. The leading companies such
as TOP BRAND OF LED LIGHTS IN INDIA Phillips, SYSKA,
HAVELLS, WIPRO, BAJAJ, ORIENT, OREVA, SURYA and EVEREADY.

Product/Services offerings:
The following are the products that are produced by Shine Led
Company.

SHINE LED Products Type

Bulbs, Wall Lights, Ceiling Lights, Tube Lights, Spot Lights,
Down lights, Desk/Table Lights, Suspension Lights and Decor
Lights. These are the product offered by Shine Led Company
to the customers.
Shine Led Company has offerings for virtually every indoor
and outdoor application. They are so energy-efficient and

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long-lasting that homes and businesses can get return on
their investment usually within 1 year of installation!
Guarantee: 1 Year for Bulbs 100% replacement if product is
defective.
Life Hours: 20000 hrs.

Key Success Factors:

Key success factors our company would be:
The innovative ideas in the product and the instant services
provided by our company.
Low price of the bulbs with attractive advertising methods.
The government policy to change traditional lighting with the
cost efficient lighting technique.

Critical issues:
Bringing out new innovation in the marketing strategies.
Controlling of cost of production so that to produce better
and cost effective lights.
Managing the marketing channels will be an issue to be
handled.

Marketing Strategy:
The key marketing strategy focus on individuals and household
group within a limited geographical area and the emphasis on
customer intimacy, responsiveness, and affordability.

MISSION:
Making India brighter for many years, light meant brightness
nothing more. New technologies, new products and the rapid pace
of development have changed all that. This inspires us to make it
an opportunity in making the India an energy saving country.
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MARKETING OBJECTIVES:
To establish our LED business in India.
Maximizing profit by more sales with attractive marketing
approaches.
Become one of the leading company in the lighting business
in next 5 year.

FINANCIAL OBJECTIVES:
Making a profit of 15% on the capital invested and make the
company organized one.
Become a zero debt organization.
Making Retained Earnings of 1 crore rupees till the end of 5
years.

TARGET MARKETS:
Shine Led will make its product innovative and provide services
which make the customer is happy about our project and services.
We will establish website where we can contact the customer and
get feedback from the customer and improve the product and
service
Households
Colleges / institutes
Government offices

POSITIONING:
Shine Led will make its name as recognized company in the Indian
market by establishing:

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Quality product.
Dependable services.
Innovative company.

STRATEGIES:
We will focus on developing customized relevant, and affordable
product quality providing for our customer. It will promote social
awareness about our product by providing better quality service
to the customer.

MARKETING PROGRAM:
Pricing: shine led will offer superior, value based affordable
pricing to the customer.

Distribution: The distribution will aim at providing to convenient

access to customers response with a focus on reaching out to
them.
Promotion: Personal selling and a low-profile, experience based,
word of mouth, and cost-effective promotional strategy will be
used .The internet and social media will also be leveraged .
Product: Relevance, simplicity, and flexibility will be the key
points of the product designed and offering.

Customer: Integrity, responsiveness, and mutual co-operation

and respect will be the key relationship drivers of the customer
relationship, with focus on developing long term rewarding
relationship by gaining their response .

MARKETING RESEARCH
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Shine Led will make its product innovative and provide services
which make the customer is happy about our project and services.
We will establish website where we can contact the customer and
get feedback from the customer and improve the product and
service.

FINANCIALS:
Shine led plans to invest about 50 lakhs in land , building and
other accessories. This will funded by partners contributions and
loans from other financials institutions, initial working capital of Rs
10 lakhs and it is also provided by promoters. The operating
margin will help in paying the installments and interest on the
loan with a very small surplus after depreciation in the initial two
year .

Control:
The following areas will be monitored very closely by Shine led
lights.

Revenue : monthly , quarterly and annually.

Expenses: monthly , quarterly and annually.
Customer feedback
New programs development

Implementation:
Plan implementation will be based on a activity-wise execution
schedule, specifying key activities, responsibility, and budgeting,
wherever required.

Marketing Organization:
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All the partners will be responsible for the marketing activities,
and it is supported by all partners of our company and including
employees.

Contingency planning:
Difficulties and Risks
Delay in payment from customers resulting in ratio analysis
problem.
Delay in project execution.

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SHINE LEDs

SHINE LED LIGHTS

Making India
brighter

Introduction
Our product meets customer needs for energy efficient and
environmentally friendly overhead lighting. With energy prices
increasing and an increased interest in sustainability, a market for
high efficiency, environmentally friendly lighting has been
created. This need can now be cost effectively met with LED
lighting technology because of recent advances in LED
manufacturing techniques.

LED lighting technology has numerous advantages over

fluorescent lighting, the current industry standard. It is twice as
energy efficient, has a 50% longer lifetime, has less maintenance
requirements, uses no mercury, and contributes to reduced
climate control costs.

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SHINE LEDs
While this product is significantly more expensive up front than
fluorescent lighting, the many advantages of the product cause it
to actually save the customer money over the long term. In fact,
it too has in cost savings over 3 years for the average retail store.
In addition to the cost savings, there are huge intangible benefits
as well.
The LED lights are high quality and customized to meet the
customers aesthetic needs. The Led lights are designed for cost
savings, efficiency, and longer life.

Benefits of LEDs
High Efficiency
The primary benefit LED products bring to customers is that they
are much more efficient. A typical T8 fluorescent bulb requires 45
watts to operate, whereas LED tubes consume only 17 watts to
produce the same amount of light. This cuts lighting costs by
60%, generating value and paying back the bulb in less than two
years. Another effect of higher efficiency is that ambient heat
from the light source is decreased.

Longer Lifetime

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The average fluorescent bulb will burn out in less than two
years. However, LEDs do not burn out like traditional bulbs.
Instead, their lumen output is slowly reduced over time. The LED
tubes will last up to six years, but will only produce 40% of their
original output at the end of their life. After three years, the tubes
will maintain 70% of their output, so we would recommend that
our customers replace them every three years. The longer
lifetime of LEDs reduces maintenance costs, downtime, and
material wastes.

Environmentally Friendly
Simply because they are more efficient, LEDs cut
down on carbon emissions by consuming less electricity. Another
reason why solid-state lighting is better for the environment is
that it eliminates dangerous waste products.
Fluorescent bulbs contain mercury and lead, which generates
toxic waste when they break or are thrown away. Mercury and
lead waste takes a long time to recycle or dispose of, making this
one of the worlds largest environmental issues. LEDs contain no
mercury or lead, removing this impact on the environment.

Safer Materials
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Fluorescent bulbs are fragile and contain mercury gases
that are toxic to breathe in. LED tubes not only eliminate mercury
gas, but are manufactured from an impact-resistant plastic,
making them much safer for anybody who has to handle them.
LEDs lighting is able to absorb larger variances in
voltages before being adversely affected. Rather than shattering,
LEDs slowly dim out without causing any physical damage.

Competition framework
If LEDs are so promising, why are they not yet installed in every
house, skyscraper and city street? Like any new technology, LEDs
need to overcome a number of barriers before they become main
stream.

BARRIERS
Up-front cost
LEDs are already economically attractive in many settings, such
as outdoor environments where energy or maintenance costs are
high. But they face a particular economic disadvantage in their
high up-front costs. At a time of serious financial constraints, this
can limit LED sales even in settings where the long-term
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economic

and

social

benefits

clearly

outweigh

the

costs.

Continuing falls in LED pricing of 15% to 20% per year are

expected to drive widespread adoption in general lighting over
the next few years.

Number of companies already existing

The ever increasing demand for high quality LED light has
encouraged many lighting manufacturer in India to enter this
industry. In fact, a lot of companies are offering a wide range of
LED lighting products that are immensely efficient and ecofriendly when compared to standard incandescent and fluorescent
lamps.
In spite of the fact that this LED lights are quite expense then the
other conventional lights, nowadays more and more consumers
prefer LED lights because they have longer life span use lesser
energy, and more importantly they are easy to maintain. Hence
there is no doubt that LED lighting holds a very promising Future
in India.
On the basis of a research, Frost and Sullivan (a
famous business consulting firm) has even claimed that by the

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year 2021 the LED technology will penetrate a whopping 57% per
cent of lighting market in India.
TOP BRAND OF LED LIGHTS IN INDIA
1. Phillips
2. SYSKA
3. HAVELLS
4. WIPRO
5. BAJAJ
6. ORIENT
7. OREVA
8. SURYA
9. EVEREADY
10.
MOSER BEAR

Alternate substitute
The following are the alternate product which can replace our
product in the market based on the competition and breakdown
during production crisis.
1. CFL
2. Fluorescent
3. Incandescent

Environmental challenges
Industrial waste
This is one of the important environmental challenge in front of
our industry.

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The manufactured products create, at some point in the
manufacturing process, manufacturing waste. Environmental laws
and good environmental citizenship prohibit the indiscriminate
dumping of manufacturing byproduct, so businesses must decide
how best to dispense with it. Many implement recycling programs
others sell what they can of the waste to other manufacturers
who use it in their own manufacturing processes as raw material.
Either way, the effect is additional cost to the business in man
hours, procedures, equipment and handling all specific to moving
the waste products out of the business.

Emissions:
Manufacturing processes often generate air and/or water
emissions, which include particle or chemical-filled smoke, ash
and particles and chemicals that seep into ground water through
run-off. Environmental protection laws require businesses to
protect the environment from exposure to these emissions.
Remedial processinclude placing screens of specified gauges over
smoke stacks, filtration of waste water and lining of retention
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ponds with clay and polylines. New regulations are implemented
frequently that require retrofitting of manufacturing facilities with
increased protections, such as screens of even finer gauges and
pond liners of newer and safer materials. All of these measures
are costly to business and affect businesses first by decreasing
profit margins.

Forecasting the LED Lighting Market:

As is often the case with emerging technologies, there is a lot of
hype about the adoption of LEDs by the lighting industry. It is
widely believed that LEDs will eventually conquer the lighting
world. But the question that LED industry would like answered is:
When
An art as much as a science
At the basis of every investment decision is a vision of the future,
and LED lighting is no exception. Since it is not possible to build a
multivariate model of all variables that can affect the market, the
relative importance attributed to market forces will affect the
decision. It is difficult to measure many of the variables that affect
the market in real time. Collecting data can take time and can be
expensive. Some of the data is very difficult to obtain, e.g.

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breakdown of revenues along product lines and by market
segments.
An analyst will make estimates based on multiple data points and
base a forecast on the assumptions about forces that change the
market. This makes forecasting an art as much as a science.
Therefore, it should not be a surprise there are as many forecasts
as the number of analysts.
Confidence in a forecast depends on the reputation and track
record of the analyst, the methodology of forecasting and the
logical consistency which is in harmony with previous market
experience. Since there is always limited visibility to predict
market movements, forecasts have to be updated as changes
become visible.

Adoption of LED lighting has few precedents

Market forces lining up perfectly. What is the forecast for the LED
lighting market? LEDs have come of age at a time when energy
issues are of paramount importance to all governments around
the world. Energy policies are encouraging technologies that can
offer maximum energy savings and LED technology falls in that
category. Although LEDs dont yet offer efficacies as high as some
of the more efficient fluorescent technologies, the development
trajectory of LED technology suggests that in the long run, it has
the potential to offer better efficacies than any other competing
technology.

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SHINE LEDs
The ban of the incandescent bulb is one of the policy instruments
used for hastening energy efficient lighting technology adoption.
But there is a large base of sockets that will need to be replaced
with more efficient lighting sources.
Part of the market for incandescent lighting will move to CFL,
especially for ambient lighting applications. But in the case of
directional lighting, LED replacement lamps offer substantial
energy savings and have no competition in terms of
controllability, dim ability and a choice of color temperatures that
can fit in form factors compatible with the existing base of
sockets. Today the cost of LED replacement lamps is high because
they are not mass manufactured; thus, there is a high potential to
reduce the cost of manufacturing over time.
Strategies Unlimited offers a market forecast of the replacement
lamp market in its latest report, LED Replacement Lamp Market
Analysis and Forecast, while the LED fixture market has been
analyzed in LED Lighting Fixtures Market Analysis and Forecast

Demand Forecasting the LED Lighting Market

Providing an accurate LED lighting forecast
requires an analysis of the different forces that are currently
shaping the market.

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STRATEGICALLY SPEAKING: Insights Into the LEDs &
Lighting Marketplace.

Forecasting the LED Lighting Market

As is often the case with emerging technologies, there is a lot of
hype about the adoption of LEDs by the lighting industry. It is
widely believed that LEDs will eventually conquer the lighting
world.

An art as much as a science

At the basis of every investment decision is a
vision of the future, and LED lighting is no exception. Since it is
not possible to build a multivariate model of all variables that can
affect the market, the relative importance attributed to market
forces will affect the decision. It is difficult to measure many of
the variables that affect the market in real time. Collecting data
can take time and can be expensive. Some of the data is very
difficult to obtain, e.g. breakdown of revenues along product lines
and by market segments.
An analyst will make estimates based on multiple
data points and base a forecast on the assumptions about forces
that change the market. This makes forecasting an art as much as
a science. Therefore, it should not be a surprise there are as many
forecasts as the number of analysts.
Confidence in a forecast depends on the reputation
and track record of the analyst, the methodology of forecasting
and the logical consistency which is in harmony with previous
market experience. Since there is always limited visibility to
predict market movements, forecasts have to be updated as
changes become visible.

Adoption of LED lighting has few precedents

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Strategies Unlimited has been analyzing LED markets for 15 years
and thus has a good understanding of the LED industry, including
applications, technology and market drivers. However, the
adoption of LEDs in the lighting market has few precedents.
Historically, the lighting market has seen the emergence of many
new technologies. But the circumstances around those
introductions were different than what we see in the market
today.
The transition from oil/lamps to wax candles,
to gas lamps and then to electric lamps is a continuous
progression in the efficacy of conversion of energy to photons.
(Even with these advances in lighting in the developed countries,
there is a large part of the world without access to electricity that
to this day uses fuel-based lighting.) Lighting technologies once
discovered take time to find a product design which optimizes
photon production. Because of their high price, new technologies
are initially adopted in the high-end market first, as an exotic
replacement for existing technologies.
The new technologies typically offer higher
energy efficiencies and/or better quality of light, but initial costs
are high; and form factors are not standardized, which further
increases the initial investment in changing sockets and power
management paraphernalia. The new fixtures cannot initially be
mass produced because the volumes demanded by the market
are too small.
As market demand grows, the cost of production
can be reduced by realizing economies of scale. It is only when
the manufacturing scale increases that the technology achieves
broad adoption. There have been no exceptions to this rule. The
speed of adoption depends on how fast the market realizes the
value of the new technology. If left to the market, technology
adoption processes tend to be slow. The market is not necessarily
a good mechanism for quick technology adoption.
In the case of compact fluorescent technology, the
commercial and industrial sectors and regions with high
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sensitivity to energy costs adopted the new technology quickly,
especially in ambient lighting applications. However, market
intervention techniques both demand pull and supply push
methods had to be employed to get the broader lighting
market to adopt CFLs.
Market forces lining up perfectly
What is the forecast for the LED lighting market?
LEDs have come of age at a time when energy issues are of
paramount importance to all governments around the world.
Energy policies are encouraging technologies that can offer
maximum energy savings and LED technology falls in that
category. Although LEDs dont yet offer efficacies as high as some
of the more efficient fluorescent technologies, the development
trajectory of LED technology suggests that in the long run, it has
the potential to offer better efficacies than any other competing
technology.
The ban of the incandescent bulb is one of the policy
instruments used for hastening energy efficient lighting
technology adoption. But there is a large base of sockets that will
need to be replaced with more efficient lighting sources.
Part of the market for incandescent lighting will move to CFL,
especially for ambient lighting applications. But in the case of
directional lighting, LED replacement lamps offer substantial
energy savings and have no competition in terms of
controllability, dim ability and a choice of color temperatures that
can fit in form factors compatible with the existing base of
sockets.
Today the cost of LED replacement lamps is high
because they are not mass manufactured; thus, there is a high
potential to reduce the cost of manufacturing over time.
On the supply side, LED manufacturers are rapidly
increasing their production capacity for lighting quality LEDs.
Moreover, there are a large number of manufacturers worldwide
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ready to invest in mass manufacturing of LED replacement lamps
and fixtures. Market forces have never lined up so perfectly
before for the adoption of any other lighting technology.
Although the worldwide economic recession is certainly a
hindrance to the near-term adoption of LED lighting, the effect is
only to somewhat slow the rate of adoption, not stop it altogether.
Taking into account the factors outlined above, tempered
somewhat by current economic conditions, Strategies Unilmited is
forecasting a compound annual growth rate (CAGR) of over 100%
for LED replacement lamps in the next five years.

CONSUMER PROFILE /TARGET MARKET

Indias population now exceeds 1.05BN, of which
60% continue to live in rural conditions. The Led light solution will
be targeted at rural households that are currently dependent on
kerosene for lighting. Presently around 110m families (300m+
individuals) rely on kerosene for some or all of their household
lighting. Although around 85% of villages nationally are
electrified, the extension of the electrical grid reaches fewer than
30% of rural homes. Furthermore, those homes with electricity
suffer unreliable and inconsistent supply.
Kerosene and electricity supply to rural areas is often heavily
subsidized, with a liter of kerosene costing anywhere between Rs.
9 (subsidized) and Rs. 20 (open market). Subsidies are not
uniformly available in all regions or states.
The proposed market roll-out begins with the Dharwad and
surrounding villages. So our target market is Dharwad only
Our market entry strategy begins with a pilot project in Dharwad.
This district offers the advantage of existing partners for the
distribution and marketing of sustainable lighting solutions.

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Customers The target customers are rural villagers currently using
kerosene-based lighting for at least 2-4 hours per day. Over 60%
of Indias population live in rural locations; of these, between
150m and 300m are without access to electricity and rely almost
entirely on Kerosene. Our primary target segment is the Kerosene
Replacer a poor household with no alternative to Kerosene
lighting. However, even those homes with a connection to the
electrical grid suffer from an unreliable supply, with frequent
power outages in evenings and at night. These households, which
often have a higher disposable income, are a secondary target;
we name them Light Upgrader.
In order to further segment the target user group, a geographic
segmentation has been made and target regions identified:
Dharwad and surrounding villages. These regions have lowest
reported levels of electrification in rural homes.
The buyers indicated their number-one purchasing criterion when
selecting new lighting fixtures in up to three applications . Quality
of light, which includes CRI, color temperature, color consistency
and light distribution, ranked the highest for all applications
except residential, where it was out-ranked by purchase price. The
second-highest concern was lifecycle cost/energy efficiency for all
applications except residential.

The Value proposition of product

The LED LIGHT product will provide rural families with a reliable,
safe source of light that exceeds the illumination of existing
kerosene lamps inside the home and when outside in darkness.
The light offers considerable economic savings over kerosene and
a compelling proposition for families connected the unreliable
electrical grid.
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LED in Indias product will be a led powered lamp retailing for
around Rs. 400 The lamp will have a White LED (WLED) luminary.
The end user needs addressed by the product are: ??
More usable light in the home for reading, working and cooking ??
Overcome safety and health concerns of kerosene lighting ??
Durable and reliable in extreme conditions ??
Eliminate reliance on regular kerosene or battery purchases

Its not often that an electrical contractor has the

opportunity to sell a product line that saves a customer time,
money and energy; promotes green sustainability; and reduces
the load on the nations power grid. But thats what industry
observers say LED lighting sources can do. There are a number of
circumstances coming together right now to create a perfect
selling storm for the contractor aware of the market potential of
LED technology. Whether the customer is a multinational
corporation or a homeowner, there are compelling arguments to
be made for going LED. However, it is important to understand
the customers individual needs and not try to sell an LED solution
where it doesnt make sense. A contractor who oversells an LED
solution in circumstances where it is not economically appropriate
or feasible does so at his or her own risk and 8 endangers
professional credibility. For example, it would be 30 times as
expensive to replace a linear fluorescent in a commercial situation
with an LED equivalent, and both have virtually the same lifespan.
And for the homeowner, if utility (as opposed to accent lighting or
dim ability is an issue, LEDs are still comparatively costly.
The key to convincing the customer to switch to LED lighting
systems is knowing the application specifics and then
differentiating between initial price of the product and total cost
of ownership over the life of that product. This is often referred to
as the value proposition.
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How the value proposition works

Besides the basic price tag, the proposition involves
maintenance and energy usage.
"Now, the estimation are based on current pricing
levels for the three product types, but to make the case for LED
replacement lamps even more convincing, it is expected that, as
they gain in marketplace acceptance, their prices will come
down.LED lamp prices are decreasing, and this will be ongoing.
The green-and-grid argument
Sources agree that customers trending toward LED
lighting have generally been technological innovators or early
adopters; those financially focused on energy-saving; and
increasinglycompanies and individuals who are genuinely
committed to going green. Big players, such as Starbucks and
Walmart, have already made massive capital outlays in LED
lighting in their stores, not only to save on their electric bills and
staff maintenance hours, but to demonstrate to their clientele
that they are environmentally conscious.
Being perceived as being green has become a
critical part of the brand image of many multinational
corporations, and smaller companies are beginning to follow suit.
The individual residential customer, who is his own decisionmaker, is quite often even more attuned to environmental issues
than the double-mocha-big-box sector is. To the homeowner, a
lower electric bill becomes even more appealing when bolstered
by the argument that if service areas cut back on demand, future
utility rate hikes could well be avoided. And, in some areas, this
argument is even more compelling if the local utility is offering
rebates for the installation of LED lighting.
Know the target markets
Contractors should be looking for new, first-time LED lighting
customers in both the commercial and residential sectors,
remembering that opportunity favors the prepared mind.

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Suppliers of Quality, Affordable energy saving LED Lighting

LED Lighthouse established with the aim of supplying
the latest LED lighting technology at affordable prices.
We provide accurate lighting and product information to aid our
customers in making an informed decision, instead of offering
wild inflated claims to clinch a sale. This helps ensure our
customers are satisfied with their purchase.
We pay particular attention when sourcing products, choosing
better quality LEDs and electronic components over cheaper
alternatives. Although some of our bulbs may look similar to
others available on the internet, the internal components may be
of higher quality.
Why is our LED Strip so Popular?
LED lighting is becoming very popular primarily for energy
saving reasons. However, our LED strip has also revolutionised
the way we think about lighting.
Lighting a room isn't limited to hanging a bulb from a ceiling or
strategically placing lamps. Our LED Strip is so versatile; its
flexible nature, self adhesive backing and waterproof properties
allow it to be used in so many places. It's often used in kitchens
(above and below wall units and under floor units), in bathrooms
(around the back of wall mirrors to create a halo effect), in living
spaces behind coving, or even behind furniture. Commercial
applications include lighting signs, retail display, task lighting on
production lines etc.
Our LED strip lights can also be operated in various
ways: remote control, touch sensitive wall controllers, via a WiFi
device or simply a traditional light switch. One controller can
operate LED strips in multiple locations and since our LED Strip is
dimmable, the light level can be adjusted accordingly. Choose

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between white, green, red, blue, pink, orange or even color
changing light.
Benefits of using LED strip lights instead of fluorescent tubes or
capsule type halogen spot lights include
LED strip lighting uses up to 90% less energy than halogen
and 50% less than fluorescent tubes
LED lights last much longer then halogen or fluorescent
lighting
Our latest LED Strip lights give a strong even spread of light
Our LED light strips are available in full range of white colour
temperatures with no UV light emitted.
The amount of heat created by LED strip lights is minimal
compared to halogen lighting
The super slim design of LED strip lighting means you see
the light, not the fitting
Easy, quick installation of LED strip lighting with self
adhesive backing
Our LED strip lights are also waterproof to IP65 or IP68 and
run off 12V low voltage, making them safer in wet areas.
Huge Energy Savings with our Super Bright LED Floodlights
Reduce your lighting bill by up to 90% when using our LED
floodlights instead of traditional lighting technology. Our LED
floodlights are often used as security lighting, indoor flood
lighting, outdoor sports field lighting in fact anywhere that
requires high power flood effect lighting. We offer a selection of
LED floodlights including 10 watt, 20 watt and 50 watt power
outputs. The added benefit with LED floodlights is longevity,
reducing maintenance costs and the inconvenience of changing
bulbs.
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Ultra Warm, Warm, Natural or Pure White LED Lights?

With current technological advances our LED lighting is offered in
four main variants: ultra warm white, warm white, natural white
and pure white LED lights (often known as day white).

Opportunities
ECONOMIC OPPORTUNITIES
The global lighting market is forecast to grow 60%
by 2020, reaching US$160 billion in value every year. Much of this
growth will occur as markets for conventional lighting
technologies contract and markets for LEDs expand in their place.
Economies that can win advantages in LED technology now will
capture the bulk of the lighting industry in the future, securing
high-value jobs and building expertise in the semiconductor
industries linked to LEDs.
Already this reality has seen cities; regions and nations enter a
race to strategically invest in LED manufacturing.
The complex value chain for LEDs provides
economic opportunities for countries with a range of different
industry specializations. For example, LEDs are produced through
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semiconductor manufacturing, much of which supports
employment and economic development in Asia. And due to the
wide variety of advanced components, the complex design
processes and the marketing of final products, LEDs offer
significant opportunities for job creation in more developed
economies.
Finally, like any other product that needs to be distributed, sold
and installed, LEDs also support local employment wherever they
are deployed.

Analyzing consumer markets

Factors of consumer market
Consumer behaviour:
shine lights provides individual groups and organization by use of
different colors lights like office lights ,shop advertisement lights
and different different designs. studies lamp

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Cultural factor:
Cultural ,subculture and social class particularly important
influences on consumer buying behavior .Shine lights provides to
the people various types of lights pattern like. vastu lights ,street
lights ,house lights, decoration lights according to their culture .

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Life styles and values:

Shine light provides luxurious lights like zummer ,royal design

lights,5star hotel decorates lights .
Occupation and economic circumstances:

Occupation: Shine light provides to various occupation person

according to their occupies like student studies light lamp,
professional lights light like operation department lights.

Economic circumstances: shine light divided to all the level of

income on our light designs. like we are different qualities
according to high level of people they are buys high quality lights
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and medium level on income people are they buys medium
quality etc.

Shine led lights business markets

Our business market is
1:b2b(business to business)
2:b2c(business to customer)
3:b2o(business to organization)
B2b:

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We sell our lights to the different different organization. Led lights
attract the show room advertisement ,designs lights

We are selling our product to the industries lights like as Sony

company, Lenovo by providing led to the different firms because
large number of quantity buys the industries so we concentrate
on industries. We facilitate to the e procurement and catalogues
B2c:
Business to customer is important tool of marketing ,it creates
brand awareness ,goodwill ,trade mark of the product .we are
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providing services to the customers like manufacturer to retailer
to customer .customer are generate the sales revenue and
feedback of the our product so we are facilitate also the service
stations .home lights indoor and out door lights,

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B2o:
Business to organization :
B2o it contents all the obligation of affect on industries
according to government policies to produce a product as
well selling price of the product .government supporting
to the led industries .We sell our products to the
organization also because in india 80% of the people
depending on CFL .so the recent Indian government
encouraging the led lights and various subsidies of given
to the led manufacturers as well as peoples opportunity
to the led industries we are attracting one of the
advantage of our product to sell the large quantity. like
street lights for government markets.

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government facilitate to the led products giving to the various

offers
Government markets tend to favor domestic suppliers and
require suppliers to submit bids and normally award to the lowest
bidder
Carefully monitored
Affected by similar environmental factors
Good credit
Non-economic factors
Minority suppliers
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Depressed suppliers
Small businesses

Business market advantage is

Advantages
Access to new suppliers of shine lights
Lowers costs of producing product
Speeds order processing and delivery
Sales promotion
Service and support

DEMOGRAPHIC FACTOR:
In demographic factor, we decide the market on
variable such as age, family size, family life cycle, gender,
income, occupation, education, religion, race, generation,
nationality and social class. One thing demographic variables are
so popular with marketers is that theyre often associated with
consumer needs and wants. Another is that theyre easy to
measure. Even when we describe the target market in nondemographic terms, we may need the link back to demographic
characteristics in order to estimate the size of the market and the
media we should use to reach it efficiently.

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PSYCHOGRAPHIC FACTOR:
Psychographic is the science of using psychology and
demographic to better understand consumers. In psychographic
factor, buyers are divided into different group on the basis of
psychological/personality traits, life style or values. People within
the same demographic group can exhibit very different
psychographic profiles.
Consumers tastes will be differ according to their personality.

SOCIO CULTURAL CONSUMER CHARACTERISTIC:

1.

The impact of socio-cultural factors on marketing is

important in understanding consumer behavior and planning
appropriate market strategies. Marketing involves both
technical and social elements. Technical elements are
generally universally Social elements are market specific
and display the cultural differences of a given society.
Studies the reasons of consumers behavior in
their buying decision. The output of how consumers behave in
decision making in buying goods or services. An important part of
marketing.
Effectively internal marketing must be matched by a strong
sense of ethics, values, and social responsibility. A number of
forces are driving companies to practice a higher level of
corporate social responsibility, such as raising customer
expectations, evolving employee goals and ambitions,
tighter government legislation and pressure, investor
interest in social criteria, media scrutiny and changing
procurement practices.

Expanding Total Market

Demand
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When the total market expands, the firm usually
gains the most. At standard, we strive to work with our customer,
embrace each unique need and recommend lighting solutions
that respond to these needs. Our goal is to service and strengthen
our customer and to promote efficiency with our line of economic
and energy savings lighting solutions. We also seek to encourage
you to think energy efficiency first when making lighting solution
choices. We work with customers to reduce costs, harmful carbon
emissions and preserve the earth for future generations.

Service
Our customers have come to rely on standard for our
quality lighting products, quick delivery, competitive prices, and
most of all, for our personalized service. We provide that service
through our different departments: sales, marketing, purchasing,
shipping and receiving, and quality control, all structured to work
together to provide prompt. Efficient and courteous service our
customers have come to expect, no matter how big or small the
company, or the request.
Because all our customers are important, satisfaction is standard's
number one priority. Our regional offices are staffed with professionals
who are dedicated to making your experience a pleasant one and help
you find the right solution to your lighting needs. Your needs are our
personal responsibility. At standard we are committed to providing our
customers with the best quality service. Other lighting providers talk
about great customer service at STANDARD, we actually deliver.

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Attention to detail and quality of work, paired with years of industry
experience, make us the perfect choice to partner with to produce the
right lighting solution.

SAME DAY SHIPPING AND VAST INVENTORIES

We are committed to our same day shipping policy. All orders
placed before noon will ship that same day. While we always strive for
same day service, orders placed after the cut-off time will be shipped the
next day, only after we have made every effort to provide same day
service for you.
Delivering the goods means much more to us than providing quick and
reliable transportation. It means meeting your particular warehousing
and fulfillment requirements for each shipment so we can stay focused on
growing your business while we help manage your inventory. For this
reason, we endeavor to have the largest selection of lighting products,
stocked on the shelf, ready for delivery, when you need it.
PRODUCT SELECTION
We continue to seek out advanced lighting technologies that address the
market concerns of our clientele with a large focus on energy efficient
products. With 17 product categories Ballasts, Compact Fluorescent,
Fluorescent, HID, Halogen, Incandescent, LED, Miniature, Safety Max
coated lamps, Optics, Stage and Studio, Halogen Projection, lamps for
Multimedia applications, Medical, Sealed Beam, Sockets and Accessories,
and Fixtures - we can service all lighting requirements. In addition, we
offer energy saving retrofit kits, CFL fixtures and many other specialty
items. Since lighting needs are not the same for everyone, standard offers
a broad range of green choices to adapt to the needs and requirements of
all lighting systems. We invite you to peruse through our-catalog and if
you cannot find the product you are looking for please call our customer
service staff and it will be their pleasure to find it for you.

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QUALITY CONTROL
Quality is top of mind at standard. Our customers benefit from our quality
advantage,
which includes: Internal quality control laboratory
Random testing of our suppliers shipments
Technical assistance on job site if issues arise
Close cooperation with our partnering manufacturers to continuously
improve product quality.
Every product shipment that goes into our inventory is thoroughly
inspected to assure meeting specifications. Any item that is not totally up
to specification will be rejected.

TECHNICAL EXPERTISE
In house engineers and sales staff can help solve all lighting challenges.
Our inside and outside sales people undergo extensive technical training
in order to maintain our high level of service to our customers. Keeping
our sales people at the cutting edge of technology enables them to
provide the best lighting solutions responding to your needs. If you have
any questions about lighting we invite you to contact our friendly
customer service staff for a quick and easy to understand response.

CUSTOMER MARKETING & GRAPHICS

Our marketing department is eager to help develop and implement
custom programs that will create the sell through action required to
promote and move product with a main focus on energy saving products.

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BRAND MANTRA
To further focus the intent of the brand positioning and the
way firms would like consumers to think about the brand, it is
MAKE INDIA BRIGHTER

Developing and Establishing a Brand

Positioning
All marketing strategy is built on segmentation,
targeting, and positioning (STP). A company discovers different
needs and groups in the marketplace, targets those it can satisfy
in a superior way, and then positions its offerings so the target
market recognizes the companys distinctive offerings and
images.
Positioning is the act of designing a
companys offering and image to occupy a distinctive place in the
minds of the target market. Our company goal is to locate the
brand in the minds of consumers to maximize the potential
benefit to the firm. A good brand positioning helps guide
marketing strategy by clarifying the brands essence, identifying
the goals it helps the consumer achieve, and showing how it does
so in a unique way. Everyone in the organization should
understand the brand positioning and use it as context for making
decisions.
Our company provide a good quality product to customer. We
provide product for only households. Households are the main
target market for our led lights company and Provide offer to
customer and giving 1year guaranty to customer. So we
providing different colors in led light that is Yellow, red, white,
green, blue etc.

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Identifying competitors
A good starting point in defining a competitive
frame of reference for brand positioning is to determine category
membershipthe products or sets of products with which a brand
competes and which function as close substitutes. It would seem
a simple task for a company to identify its competitors.
Our competitors are Philips, Bajaj, Havells, syska ,surya
etc. So these are main competitors for our company.

Analyzing competitors
Bajaj Electronics Ltd is one of the oldest business
conglomerates in India Focusing on lighting solutions and
domestic appliances. It is a strong player in the lighting sector.
Products manufactured: Lighting solutions, appliances.
Havells India ltd is a billion dollor electrical equipment
company with its own global LED brands. Product manufactured:
compact fluorescent lamps, LED lights.
Philips India ltd is a subsidiary of royal Philips, which is based
in the Netherlands. With over 120 years of experience, Philips is
among the leaders in the lighting industry product manufacturing:
accent/effect lights, flood lights, led lamps, contour lights, solar
led street lights etc.

Marketing strategy
Marketing Strategy Our strategy for development of
our brand will primarily occur through customer satisfaction and
success stories. A successful product introduction with led
luminaire for example will raise our brand equity significantly
amongst retail buyers. Marketing of the product itself will mostly
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occur through sales calls, referrals, retail industry trade shows,
and advertisements in industry trade publications. Other ideas
include:
Ecofriendly events such as Green Star.
Lighting trade shows
LED fixture design contests such as Next Generation Luminaires.

Competitive Dynamic:
To be a long-term market leader is the goal of any marketer.
Todays challenging marketing circumstances, however, often
dictate that companies reformulate their marketing strategies and
offering several times. Economic conditions change, competitors
launch new assaults, and buyer interest and requirements evolve.
Different market positions can suggest different market
strategies. This helps us examines the role competition play and
how marketer can best manage their brands depending on their
market position and stages of the product life cycle.

Creating the brand equity :

Meaning of brand:
Brand as a name, term, sign, symbol, or design, or a
combination of them, intended to identify the goods or services of
one seller or group of sellers and to differentiate them from those
of competitors.
A brand is thus a product or service whose
dimensions it in some way from other products or services
designed to satisfy the same need. These differences may be
functional, rational, or tangible related to product performance of
the brand
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Brand Equity:
Brand equity is the added value endowed on
products and services. It may be reflected in the way consumers
think, feel, and act with respect to the brand, as well as in the
prices, market share, and profitability the brand commands.

Setting product strategy:

1. Characteristics of product and how do market classify products:

Product levels:-The Customer-Value Hierarchy
1.Core benefit- The service or benefit the customer is really buying. Like
for bulbs core benefit is providing quality light, brighter lighting
opportunities to the customer.
2.Basic product- We must turn core benefit into basic product, thus our
Led bulbs includes phosphor, is used on or near LED to convert the colored
light to white light.
3.Expected product- The set attributes and condition buyers normally
expect when they purchase this product. Customer required designed and
quality of bulbs.
4.Augmented product- These exceeds customers expectation. Here in this
level competitive take place. We provide discounts to the customers who buy
the product in bulk quantity.
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5.Potential product- Which encompasses all the possible augmentation and
transforms the product or offering might undergoing the future. We are
searching for decreasing the size of bulb with new technology and cost
effective.
2. Differentiate products(companies):May products can be differentiate in form of the size shape and
physical structure of product. Or most products can be offered with varying
features that supplement their basic function and identify by surveying
recent buyers and then calculating customers value. And differentiate by
performance quality, conformance quality, durability, style.
PRODUCT CLASSIFICATION:
Marketers classify products on the basis of durability, tangibility, and
use(consumer or industrial).
DURABILITY AND TANGIBILITY products fall into three groups
according to durability and tangibility.
OUR PRODUCT is Durable goods are tangible goods that normally survive
longer life.
Services are intangible, inseparable, variables, and perishable products that
normally require more quality control, supplier credibility, and adaptability.

Design is the totality of features that affect how a product looks, feels and
functions.

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DEVLOPING PRICING STRATEGIES AND

PROGRAME
Pricing is a complex subject- there are many factors to consider,
both short- and long-term. The prices need to
Reflect the value that we provide versus our competitors.
Consider what the market will truly pay for our offering.
Enable you to reach our revenue and market share goals.
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Maximize our profits.
The following are the points which we have considered for
building price for led light:

1. SELECTING PRICING OBJECTIVE

We have selected PENETRATION PRICING METHOD for fixing a
price for the product. Penetration pricing method refers to the
method of pricing where at the initial stage of product launch the
price for our product or bulbs will be less. As and when the times
goes and our product sustains in the market and has an position
to attract the customers we will try to increase the price of the
product.
We have chosen this objective because in the initial stage it
requires time to attract customers and survive in market due to
this the pricing technique is considered to be a good.

2) DETERMINING DEMAND
The second objective to be considered while fixing for price is
determining the need for demand of our product in the market.
As the product is existing in the market and it has many
substitutes bulbs such as Philips, havells etc. It is necessary for us
to find out the competitors strength and weakness which act as
opportunity for us to exist in the market.

3) ESTIMATING COSTS
Cost is the most important factor for manufacturing a
product. If the cost of raw materials is high and the price of the
product will be high and it will be inverse if cost of raw material is
low.

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Due to this we are going to purchase raw material direct from the
foreign so that the price of the raw material goes at a minimum
rate. This results to benefit to our company as it reduces more
and more of cost and it will good for charging penetration pricing .

4 ANALYZING COMPETITORS COST PRICE AND

OFFER
Before fixing the price it is required to see our competitors prices
and techniques applied by them to sell their product and use the
same to establish our product.
Look at a wide variety of direct and indirect competitors to where
our price falls. We analysing the our competitors pricing of led
lights. Next we fixed the prices of a product. Look at a wide
variety of direct and indirect competitors
SHINE LED company has offerings for virtually every indoor and
outdoor application. They are so energy-efficient and long-lasting
that homes and businesses can get return on their investment
usually within 1 year of installation!
SHINE LED Products Type: Bulbs, Wall Lights, Ceiling Lights,
Tube Lights, Spot Lights, Downlights, Desk/Table Lights,
Suspension Lights and Decor Lights

Applications:

Housing purpose

Guarantee
1 Year for Bulbs.
Life Hours: 20000 hrs
SHINE LED Price list:

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Products
MRP

LED Bulbs

Type

0.5-Watt LED Bulb (White)

Rs.

50
2.5-Watt LED Bulb (Warm White and Cool Day Light)
Rs. 100
4-wattLedBulb(warm white)
Rs.150
5-watt Led Bulb(cool Day Light )

Rs.

250

Price is the one element of the marketing mix that

produces revenue. price communicates to the market the
companys intended value positioning of its product or brand. A
well designed and marketed product can command a price
premium and reap big profits.
Pricing of product is the most important part of the business as it
is the only mode through which the outcomes of our product can
be measured which involves covering of aspect like cost of raw
material, cost of production, and many more expanses to covered
so as to earn profit and also such that most part of consumers
are attracted to buy our products and feel the price to be
affordable for purchasing,

Designing and managing Integrated

Marketing channels
Successful value creation needs successful
value delivery. Instead of limiting our focus to our immediate
suppliers, distributors, and customers, we are examining the
whole supply chain that links raw materials, components, and
manufactured goods and shows how they move towards final
consumers.

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Our company is looking at our suppliers suppliers upstream and
at our distributors customer downstream. We are looking at
customer segments and considering a wide range of new and
different means to sell, distribute, and service our offerings.

MARKETING CHANNELS AND VALUE NETWORKS

Most producers dont sell their goods directly to the final users;
between them stands a set of intermediaries performing a variety
of functions. These intermediaries constitute marketing channels
(also called trade channels or distribution channels), sets of
Our organization involved in the process of making a product or
service available for use or consumption. We are the set of
pathways a product or service follows after production,
culminating in purchase and use by the final end user.
Our organization having intermediaries to reach the product
to final consumers. We are having distributor and
wholesalers and they can reach to retailer.

Importance of channels to our organization

It helps the firm must decide how much effort to devote to

push versus pull marketing.
Marketing channels also represent a substantial opportunity
cost because they dont just serve markets, they must also
make markets.
This is appropriate when there is hi1gh brand loyalty and
high involvement in the category, people perceive
differences between brands, and people choose the brand
before they shop.

MARKETING CHANNELS
For selling our physical product and services might require
channels.

1.Teliviosion: We will advertise through television.

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2.Internet: We will promote our product through social websites.

Channel Levels

The producer and the final customer are part of every channel.
Well use the number of intermediary levels to designate the
length of a channel.
Zero-level channel
(also called a direct-marketing channel) consists of a producer
selling directly to final customers through door-to-door sales,
Internet selling, mail order, telemarketing, home parties, TV
selling, manufacturer-owned stores, and other methods. A onelevel channel
contains one intermediary, such as a retailer.
Two-level channel contains two intermediaries that is
wholesaler an retailer.
Three-level channel contains three intermediaries. From the
producers perspective, obtaining information about end users
and
exercising control becomes more difficult as the number of
channel levels increases.
We are using two level marketing channels. Because it is more
appropriate to market our product.

Managing Retailing, Wholesaling & Market

Logistics
Retailing
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Retailing includes all the activities involved in selling goods or
services directly to final customers for their personal, non
business use. A retailer is any business enterprise whose sales
volume comes primarily from retailing.

Wholesaling
All the activities involved in selling goods or services to those who
buy for resale or business use.
They are also called distributors.
Pay less attention to promotion, atmosphere & location.
Transactions are larger than in retailing.
They are used whenever they perform one of the following
more efficiently: selling & promoting, buying & assortment
building, bulk breaking, warehousing, transportation,
financing, risk bearing, market info & management services
& counseling.
We are having wholesalers to market our product.
Market Logistics
Involves planning, implementing & controlling the physical flows
of materials & final goods from points of origin to points of use to
meet customer requirements at a profit. Info systems play a
critical role in managing market logistics.
Our company involves several activities: sales forecasting,
distribution, production & inventory levels.
MARKETING COMMUNICATIONS MIX
The marketing communications mix consists of eight major
modes of communication
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But we prefer the

1. Advertising
The advertisement is one of the important aspects for
marketing communication mixture. We prefer the advertisement
by various communication mediums that is through the
* Newspaper
* Magazines
* Radio
* Television
* Social media
2. Sales promotion
We can provide the scheme which includes the coupons,
discounts for consumers. This will benefit our company to
establish the good sales promotions activities.
For the sales representatives we provide them with the
targets and give them the incentives based on their performance.
3. Public relations and publicity
A variety of programs directed internally to employees of the
company or externally to consumers, other firms, the
government, and media to promote or protect a companys
image or its individual product communications.
4. Directing marketingWe can use mail, telephone, fax, e-mail, or Internet to
communicate directly with or solicit response or dialogue
from specific customers and prospects. This enhances the
good customer relationship of the company.
5. Interactive marketing
Online activities and programs designed to engage
customers or prospects and directly or indirectly raise

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awareness, improve image, or elicit sales of products and
services.
This could be done by the launching of the website. This also
includes the feedback option which will be available in
website that enables our consumer to leave a feedback
about the product.
6. Word-of-mouth marketingIt helps us get the People-to-people oral, written, or
electronic communications that relate to the merits or
experiences of purchasing or using products or services.

DEVELOPING EFFECTIVE COMMUNICATION

Identifying the target audience
We keep clear target audience in mind:
*potential buyers of the companys products, current users,
deciders, or influencers, individuals, groups, particular publics, or
the general public.
The target audience is a critical influence on the communicators
decisions about what to say, how, when, where, and to whom.-

DESIGIN THE COMMUNICATION

MESSAGE STRATEGY
The best way to convey the message using the message strategy
is to advertise the product in a convenient way. So that the target
customers are being attracted. It may be the advertisement of the
product during the cricket matches, daily soaps etc.

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CREATIVE STRATEGY
Informational appeal:
An information appeal elaborates on product or services
attributes or benefits.
In our product the benefit the customer is gets on buying. Like for
bulbs benefit is providing quality light, brighter lighting
opportunities to the customer and durability.

Transformational appeals
It elaborates on a non-product related benefit or image.
The LED lights are eco-friendly which dont create warming and
doesnt emits harmful radiations.

SELECT COMMUNICATON CHANNELS

PERSONAL COMMUNICATIONS CHANNELS
Personal communications channels
We allow two or more persons communicate face-to-face or
person-to-audience through a phone, surface mail, or e-mail. They
derive their effectiveness from individualized presentation and
feedback and include direct and interactive marketing, word-ofmouth marketing.
NONPERSONAL (MASS) COMMUNICATIONS CHANNELS
Non personal channels are communications directed
to more than one person and include advertising, sales
promotions, events and experiences, and public relations. Much
recent growth has taken place through events and experiences.
Events marketers who once favored sports events are now using

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other venues such as art museums, zoos, and ice shows to
entertain clients and employees.
INTEGRATION OF COMMUNICATIONS CHANNELS
Although personal communication is often more effective than
mass communication, mass media might be the major means of
stimulating personal communication. Mass communications affect
personal attitudes and behavior through a two-step process. Ideas
often flow from radio, television, and print

Establish the Total Marketing Communications

Budget
PERCENTAGE-OF-SALES METHOD
The best suited method is the percentage of sales
method. Initially we will spend the 25% of the capital in the
advertisement and later when product becomes popular when can
either increase the budget or decrease it as per over
convenience.
MANAGING MASS COMMUNICATION:
Developing and managing an advertising program
The advertising objectives must flow from prior decisions on
target market, brand positioning, and the marketing program.
An advertising objective (or goal) is a specific communications
task and achievement level to be accomplished with a specific
audience in a specific period of time.
We can choose the following advertising:

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Informative advertising aims to create brand awareness and
knowledge of new products or new features of existing products.
Our product has the new features like the tuning of the brightness
of the light. More energy efficient.
Persuasive advertising
We persuasive advertising uses comparative advertising, which
makes an explicit comparison of the attributes of two or more
brands. We can compare
Attributes are like the durability and the cost efficient.
Reminder advertising
Advertising in the television and the magazines are used for the
regularly reminding for the customers of the product.

CREATIVE DEVELOPMENT AND EXECUTION

Television Ads
Television is generally acknowledged as the most powerful
advertising medium and reaches a broad spectrum of consumers
at low cost per exposure. If we advertise our product during the
popular daily soaps and Indian cricket matches. We can attract
bulk number of the consumers.
It also depends on how we advertise our product that will create
an impression on the consumers.
Print ads
Another powerful media is the printed ads. We can give
advertisement in the popular magazines and newspapers. It will
create a good impact on the consumers.
Radio ads

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This is the cheapest way of advertisement. It help us to attract
the consumers of rural and also the urban in local shops like
barber, grocery etc.
ESTABLISHING OBJECTIVES
SELECTING CONSUMER PROMOTION TOOLS
Coupons:
Scratch coupons that will be given to the customer on purchase of
our product in bulk quantity. It would include the definite
discounts.
Price packs:
This gives customer an extra benefit that is if they buy a 5 watt
bulb they will be getting a 0.5 watt bulb free. This will benefit the
customer and in turn help us in attracting the consumers.
Product Guarantees:
Product guarantee is given by us that if the product is defective or
doesnt work for the specified time then we will replace it.
SELECTING TRADE PROMOTION TOOLS
Allowances
An advertising allowance compensates retailers for advertising
the manufacturers product. A display allowance compensates
them for carrying a special product display.
Free goodsOffers of extra cases of merchandise to intermediaries who buy
certain quantity or who feature a certain flavor or size.
Major Business and Force Promotion Tools
Sales contest-

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We will conduct a sales contest that makes sales forces and
dealers to increase the sales over a period, with prices (money,
trips or points) going to those who succeed.
Specialty AdvertisingCommon items like ball pen, calendar, key chains etc. labeled the
name of our company can be used for specialty advertising.

Interactive marketing communication options

Web sites: shine must design web sites that embody or express
their purposes, history, products and vision mission and that that
are attractive on first viewing and interesting enough to
encourage repeat visits.
Search ADs:A hot growth area in interactive marketing paid search or pay per
click ads which now account for roughly half of all online ad
spending .%35 of all searches are reportedly for products and
services.
Display ads: shine lights provide ads display ads banner ads are
small ,rectangular boxes containing text and perhaps a pictures
that companies pay to place on relevant web sites .larger
audience .higher the cost .some banners are accepted on a barter
basis.
Mobile marketing: with cell phones ubiquitous nature and
marketers ability to personnel message based on demographic
and other consumer behaviour characteristics the appeal of
mobile marketing asa communication tool is obvious
We are Designing the sales force steps

Deliverer
Order taker
Missionary
Technician
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Demand creator
Solution vendor
Our Sales force objectives and strategy
Prospecting
Targeting
Communicating
Selling
Servicing
Information gathering
Allocating

Managing the sales force

Recruiting and selecting representatives:It is an art of successful sales forces a means of
selecting effective representative .one survey Revaluated
that the top 25% Of the sales force brought in over the 52%
of the sales. it is great waste hire the wrong people .we
develop the management criteria .it must recruit the human
resources department solicits names from the current sales
representative, uses the employee agency places for job ads
and contacts college student .selection procedures can vary
forma single informal interview to prolonged testing and
interviewing.

Training and supervising sales

representatives:
Today customer expects sales people to have deep
product knowledge, adds ideas to improve operations and be
efficient and reliable these demands have required
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companies to make much a greater than investment sales
training

Motivating sales representative:

Shine provides of our representatives to giving incentives,
bonus, gifts ,awards by motivating the sales performance to
the representatives.

Evaluating sales representatives:

The shine lights function has been describing the feed
forward aspects of sales supervision how management
communicates what sales reps should be doing and
motivates them do it. But good information feed forward
requires good feedback, which means getting regular
information from reps to evaluate performance.

principles of personal selling:

personal

products selling

prospecting and qualifying: shine lights provides to a

customer selecting the some of people and qualifying their results
how to sell our products to those people by attracting new sales
force technology

Pre approach:
By giving approach to a customers by comparing other products
advising our products giving facilities, advantages, service
warranties, pricing strategy, social welfares of products.

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Presentation and demonstrate:
Providing demos presenting public place attracting various
methods of sales promotions remembering massages thoughts
.displaying feedback of people,and their satisfactions.

Overcoming objection:
before providing presenting or pre approaches analysing people
objection before preparing presentation giving solution which way
and how way of they are convincing different customers different
objections understand critical situations .

Closing :
it is an important factor of selling products ,like ending the
situations and like what product order will be ,by giving
perquisites.

Follow-up and maintenance:

shine lights provides following customers and maintain their
services maintaining the quality performance of the products in
the markets .because whole market depends and more
responsibilities any products is follow up and maintenance so we
are more contrast on this maintenance because it build goodwill,
patents etc.

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Tapping into the global market

We will enter the international market by deciding whether to go
abroad or not and decide on basis that
Some international present better profit opportunities then
local market.
And to have a larger customer base to achieve economies
of scale.

To reduce dependency on one market

Difficulties in front of our company while entering the world
market.
Understanding the foreign preference.
Difficulty in understanding foreign countries business
culture.
Laciness in having manager with international experience.
Deciding which market to enter
Deciding which market to enter is one of important and the
only core concept of it
We select our we start our tapping of global market from
neighboring countries i.e. south Asian countries
We spot light on developing countries because they are the
one of more potential market for our product.
Because we know them very well
About our business culture and other customer behavior

HOW MANY MARKETS TO ENTER

We will start from four to five neighboring countries.
Potential market
Again our potential market is our neighboring
countries because we know them very well
We spot light on developing countries
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DECIDING HOW TO ENTER THE MARKET

There are many ways of entering the world market and the one
which we adopt for our Shine LED lights.

Indirect exporting : We initially go with indirect marketing

because we are new start-ups.

INTRODUCING NEW MARKET OFFERINGS

Introducing new marketing offerings means developing
new product and services to the customers that delight
consumers. New product development shapes the companys
future.

Challenges to our company in new

product Development:
The innovation imperative:
Most of the Indian bulbs companies do not having standardizing
technology compared to the developed countries. Only few companies
having standardizing technology. Standard electrical voltage differs from
country to country, we are not having different new designed bulbs
compare to other country. Therefore we have to innovate something new
which is useful to the customers.

New product success:

We not only won over customers in a new market. The new
product in the market may have success in the market
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or not. We are having the opportunity to develop our
product into the market and we introduced bulbs with
good and better quality.
Organizational support. The new product may not mesh with the
corporate culture.

THE NEW PRODUCT DEVELOPMENT

DECISION PROCESS
Managing the development process:
1.Idea generation:
The new process development starts with the search for
ideas. New product ideas can come from interacting with
various groups and using creativity generating ideas. We
collect the ideas within group members about the product
and we collected information through external sources of
new ideas, including customers, employees, engineers,
channel members, top management and even competitors.

2.Idea screening:
In screening ideas, we must avoid two type of error. A DROP
error occurs when the company dismisses a good idea. It is
extremely easy us to find fault with other peoples ideas.

3.CONCEPT DEVELOPMENT AND TESTING:

Concept testing means presenting the product concept,
symbolically or physically, to target consumer and getting
their reactions. Concept testing presents consumers with an
elaborated version of the concept.

4.Marketing strategies development:

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The new product manager will develop a preliminary three
part strategy plan for introducing new product into the
market. The companys brand will be positioned at the
higher price, higher quality. It can evaluate the proposals
business alternative.

5.Business analysis:
We need to prepare sales, cost, and profit projections to
determine whether they satisfy company objectives. The
cost and profit are estimated from research and
development department. If any new information comes in,
the business analysis will undergo revision and expansion.

6.Product development: The most important job of

translating target customer requirements. Our product
development includes methods known as quality function
department.

7. Market testing:
After management is satisfied with the functional and
psychological performance, the product is ready to be
branded with a name, logo, and packaging, and go into a
market test. When we develop a new product, say an
improved liquid makeup, we know its going to sell because
we were familiar with the field.
8. Commercialization.
Communication incurs the companys highest costs to
data.We will need to contract for manufacturing or build or
rent a full scale manufacturing facility. To introduce a major
new consumer packaged goods into the national market can
cost 25% in advertising, promotion, and other
communication in the first year.
Our company selecting the geographical area that is
Dharwad and afterwords we want to expand all over
Karnataka. To whom means at starting to households after
we will plan to produce to industries.
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The Consumer-Adoption Process

Adoption is an individuals decision to become a regular user of a
product and is followed by the consumer-loyalty process. New product
markets typically aim at early adopters and use the theory of innovation
diffusion and consumer adoption to identify us.
Stages in the Adoption Process:
The consumer adoption process is the mental steps through which an
individual passes from first hearing about an innovation to final
adoption. There are:
1. Awareness-our consumer becomes aware of the innovation but lacks
information about it
2. Interest-consumer is stimulated to seek information about the
innovation.
3. Evaluation-the consumer considers whether to try the innovation.
4. Trial-the consumer tries the innovation to improve his or her estimate
of its value.
5. Adoption-the consumer decide to make full and regular use of the our
products.

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MANAGING A HOLISTIC MARKETING ORGANISATION FOR LONG

RUN
Healthy long term growth for a brand requires that the marketing organization be
managed properly. Corporate social responsibility have become a priority as
organizations grapple with the short term and long term effects of their marketing.
Our company requires effective relationship marketing, integrated marketing,
internal marketing, and performance marketing.
As consumer become more disciplined in their spending and adopt a less is more
attitude. Marketing can and should play a key role in improving standards of living
and quality and services.
We must understand the needs of the customers, and work on those needs if
they are necessary and possible.

Socially Responsible Market

We will donate 4% of profit to charitable trusts.
We do not produce any low quality bulbs to the customer.
We wont harm our society in any manner.

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BIBLIOGRAPHY:
1. THE BOOK PRINCIPLE OF MARKETING- PHILIP KOTLER
2. WWW.ENTREPRENUERSHIP.COM
3. WWW.STUDYMODE.COM

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