1. Lighting Market in India
Detailed Analysis of Philips India Ltd.
By:
Ayushi Tiwari
Faiz-ul-Haq
Kshitij Nilank
Rohit Tikmani
Shaily Manohat

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

3. Market Size and Market Share
Source : Company MOSL

4. Consumer Market & B2B Market
• Consumer Market
Luminaires-domestic, functional, decorative, lifestyle, scene
setting luminaires
• B2B Market
Controls and luminaires for city beautification, road lighting,
sports lighting, office lighting, shop/hospitality lighting,
industry lighting

5. Major Players
• Philips India Ltd.
• Crompton Greaves Ltd.
• Bajaj Electricals Ltd.
•Wipro Consumer Care and
Lighting Ltd.
• Havells India Ltd.
• Seimens Ltd.
• Halonix India Ltd.
• G.E. India Ltd.
• C&S India Ltd.

6. Bases of Segmentation
Source: Frost & Sullivan

7. Types of Lighting
Ambient Lighting also known as general lighting provides an area with
overall illumination.
Such as surface and recessed wall light and uplight
Task Lighting helps you perform routine chores (such as reading, cooking
food etc.) which should be free of distracting glare and shadows bright
enough to prevent eye strain.
Such CFL, Tube light
Accent Lighting offers a complete service for all aspects of interior or
exterior lighting whether contemporary or traditional. To be effective, it
require as least three times as much light on the focal point as the general
lighting surrounding it.
Such as Pendant traditional and conventional light, Wall
mounted picture light

8. B2C - Bases of Segmentation
High Price :
LEDs
Mid Price : CFL
and Fluorescent
Low Price :
Incandescent lamps
Regular Usage :
Incandescent, CFL
Luxurious Living :
Ceiling recessed,
Surface Mounted Light,
Wall Light, Linear and
Track system
Outdoor: Street light
and flood light
Indoor : Audience/
Seating Area – For
Gymnasium, for sports
arena
Manufacturing Facility:
High Bay and Low Bay
Lights
PRICE LIFESTYLE SPACE FUNCTION

9. Broad Division of Lighting Fixtures
By Light Source:
 Incandescence
 Fluorescence
 Gas discharge
 LED
 Fiber optics
By Luminaries:
 Consumer luminaries
 Indoor Commercial luminaries
 Industrial luminaries
 Outdoor luminaries for street and
flood lighting
Market leader in different segments:
Incandescent bulbs: Philips , GE
Fluorescent Lamps (CFLs): Surya, Havells, Wipro, Halonix
High-Intensity Discharge: CG, Bajaj
Light Emitting Diodes (LEDs) = Philips, GE Lighting Solution

10. B2B Buying Behavior – Expert Advice
Expert Advice: Mr. Hemant Mewada (Ex-DGM Blue Star-Western Division)
Source of Audio Clip: Havells Showroom Owner

11. Brand Positioning
Energy savings
Customer Centric
Cares about customers emotions
Customer service
Quality Assurance
Innovation & You
Tagline
Communication
TV Commercials

12. Brand Positioning
Energy savings
Customer Centric
Cares about customers emotions
Jingles
“Hamesha Aapke Saath”
“Sabko Roshan Karde”
Inspiring Trust
Tagline TV Commercials
Communication

13. Brand Positioning
Capturing the whole market
Energy savings
Product Centric
Customer service
Jingles
“Lighting the world”
Powering Lives
Tagline TV Commercials
Communication

14. Brand Positioning
Energy savings
Focuses on social issues
(Safer City Project)
Customer Centric
Cares about customers emotions
Customer service
Jingles
Bright is right
The Right Light
Tagline
Communication
TV Commercials

15. Brand Positioning
Energy savings
Customer Centric
Cares about customers emotions
Customer service
Applying Thought
Tagline TV Commercials
Communication

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

17. Light Source Philips Competitors
(Bajaj, Havells,
Halonix)
Local
Players(Orient)
Incandescent bulbs (10
watt)
20 20 15
Compact Fluorescent
Lamps (CFLs- 14 watt)
140 140 110
T8 Luminaries (36 Watt) 540 540 440
T5 Luminaries (28 Watt) 840 850 760
High-Intensity Discharge
(Halogen)
100 100 80
Light Emitting Diodes
(LEDs) (2Watt)
385 870
(3 Watt)
230
Price Comparison
Source: Retail Shop (All figure in Rs.)

18. Promotion Comparison
Company Promotional Activities
Philips They offer extended guaranties to their products
CG Keep in touch with the customers through various interactive
platform.
New business verticals for rural electrification to build for itself
a first mover advantage.
Havells Aggressive brand building initiative by patronizing cricket.
Sponsorship of T-20 World cup IPL and quiz shows.
High brand visibility on mass media through TV commercial
being aired across product category
Halonix Billboard in cricket stadium and cities like New Delhi as a part
of its Safer City Project

20.  Commercialize the infrared lights used for industrial purposes
 Can introduce solar utility kit for lighting rural and backward
areas
 Tie up with X-Box and PS
 Come up with theme ideas of colour changing lights in hospitals
for children
 CSR activities: Lighting orphanages and hospitals for physically
challenged
Recommendations

21. Bibliography
http://www.americanlightingassoc.com/Lighting-Fundamentals/3-Types-of-Lighting.aspx
http://energy.gov/energysaver/articles/types-lighting
http://www.ambiencelighting.com.au/subcategories.php?catID=71
http://www.accentlighting.co.nz/
http://www.frost.com/prod/servlet/report-brochure.pag?id=P6FA-01-00-00-00
http://www.instapower.com/mailers/march-2013/Indian%20LED%20Lighting%20Market%202012_Executive%20Summary.pdf
http://www.worldfurnitureonline.com/research-market/the-lighting-fixtures-market-india-0058562.html
http://www.frost.com/prod/servlet/report-brochure.pag?id=P6FA-01-00-00-00
Philips
https://www.youtube.com/watch?v=1hNXuWVAUCc
https://www.youtube.com/watch?v=3VgZ4Mdko18
http://www.philips.com/about/company/history/historyofthebrandmark/index.page
https://www.youtube.com/watch?v=GIDDZ_LXXjY
www.superbrands.com/za/pdfs/pdf2010/philips.pdf
halonix
https://www.youtube.com/watch?v=HCRFgOiYLCs
https://www.youtube.com/watch?v=4Nmarm7Hwek
Major 3 Incandescent makers
http://www.thenewamerican.com/economy/sectors/item/17382-reports-of-the-death-of-the-incandescent-light-bulb-are-premature
Philips in lamp industry
http://www.freedoniagroup.com/Lamps.html
Bajaj
https://www.youtube.com/watch?v=fTxVUahV1g8
https://www.youtube.com/watch?v=iSYm2Jig_78
https://www.youtube.com/watch?v=LYDLQUAsXhE
https://www.youtube.com/watch?v=usgi7gzhBXs
https://www.youtube.com/watch?v=usgi7gzhBXs
https://www.youtube.com/watch?v=7HKHCewk-4Q
havells
https://www.youtube.com/watch?v=LXTFtyl6aAI
https://www.youtube.com/watch?v=giv95l3Kyrg
https://www.youtube.com/watch?v=HNoISIykX8Q
https://www.youtube.com/watch?v=XtAf-_ErXOk
https://www.youtube.com/watch?v=PGNv1EVose4
wipro
https://www.youtube.com/watch?v=aSP2vWzmQBE
Market leader in different segment
http://www.businesscoot.com/lighting-industry-in-india-193/
Philips market leader in LED
http://www.lighting.philips.co.in/pwc_li/in_en/lightcommunity/assets/l
ed-homepage/in_Philips-Professional-LED-lighting-catalogue_April-
2014.pdf
Havells one of the top gear in CFL
http://articles.economictimes.indiatimes.com/2004-07-
19/news/27416226_1_compact-fluorescent-lamps-switchgear-chinese-
cfls
CG
www.superbrandsindia.com/images/brand_pdf/business_4th_edition_2
012/crompton-greaves-lighting.pdf

22. THANK YOU!!