iINTRODUCTION The worldwide lighting industry provides a vital service essential to modern life. It provides the nation with the most prevalent energy form known in history—light. This project consists of a detailed study which was undertaken at Lighting Science Pvt Ltd on the company’s overall functioning. The project explains the principles and practices of the organization. Lighting Science is a Light manufacturing in India. It owns some of the prestigious global brands. The main aim of Lighting Science is to provide best lighting solutions and to be a globally recognized firm. To achieve this it concentrates more on building long term relationships with all our associates, customers, partners, and employees. The organization functions with various departments such as Marketing, Finance, Personnel and Production. It maintains a cross-department interaction for achieving the organizations effectiveness. The departments are driven by qualified and experienced professionals backed by an efficient work force. It encourages employees to be participative, innovative and creative and thus building a team spirit which helps them to realize collective potential. The products of the company have a good reputation in the market and hence the growth of the company is very much imminent. 1 ELECTRIC LIGHTS An electric light is a device that produces light by the flow of electric current. It is the most common form of artificial lighting and is essential to modern society, providing interior lighting for buildings and exterior light for evening and night-time activities. Most electric lighting is powered by centrally generated electric power, but lighting may also be powered by mobile or standby electric generators or battery systems. Battery-powered lights, usually called "flashlights" or "torches" , are used for portability and as backups when the main lights fail. The two main families of electric light are incandescent lamps, which produce light by a filament heated white-hot by electric current, and gas-discharge lamps, which produce light by an electric arc through a gas. The energy efficiency of electric lighting has increased radically since the first demonstration of arc lamps and the incandescent light bulb of the 19th century. Modern electric light sources come in a profusion of types and sizes adapted to a myriad of applications. 2 product development. LED lighting is the next generation of lighting technology. these products help save energy and reduce the carbon footprint without sacrificing light quality. created and built by some of the best people in the lighting field.CHAPTER . Our commitment extends to the use of our own products in all of our facilities. landscape and building design lighting solutions. commercial. developers and building managers many of the most advanced LED products on the market today. and a program designed to take back old technology lamps and fixtures that are replaced by our LED products and guarantee that they are disposed of in a responsible way. These products are changing the way we light our skyscrapers. They believe that in order to manufacture and to market sustainable products. apartment complexes.1 COMPANY OVERVIEW OF LIGHTING SCIENCE COMPANY PROFILE The Lighting Science family of energy efficient commercial indoor and outdoor LED lighting solutions offers architects. Conceived. parking garages. manufacture and delivery. recycled materials and soy based inks in all of our packaging and promotional literature. we must begin by committing to sustainable practices in our sourcing. Our technology is 3 . work environments and places of worship. campuses. Lighting Science has pushed the limits of research and development delivering on the promise of LED lighting by producing pacesetting LED indoor and outdoor architectural. ABOUT US Lighting Science is the world’s leading maker of advanced lighting products. our LED lamps and fixtures contain no pollutants such as mercury or other hazardous materials.completely ―clean‖ and recyclable. Based in Satellite Beach. From outer space to major cities and now your home. but Lighting Science has pushed the limits of research and development to produce sustainable industry-leading lighting innovations for retail. commercial. LED lighting is the next generation of lighting technology. In addition to our Satellite Beach. retail and commercial lighting products. faster. Florida Innovation Center and manufacturing 4 . turn ideas into intelligent LED lighting solutions. federal agencies. the company is staffed by thought-leaders in design. and custom design lighting systems. infrastructure. Lighting Science product lines include lamps. save money and increase energy independence. our team outperforms the competition and delivers on the promise of LED technology for indoor and outdoor lighting projects. Florida. national retailers and global brands all choosing reliable Lighting Science products. Lighting Science products and solutions are environmentally friendly. For years. products for public and private infrastructure and custom solutions for special artistic projects. with consumers. engineering and manufacturing who. by taking a holistic approach to R&D. By applying the science of light. better and more successfully than the competition. cities. LED lighting products have been just out of reach. And that success shows. highly professional in finance and accounts. BOARD OF DIRECTORS Arun Narayan (Managing Director) Has ardent faith in transparency to the core. He is a cut throat business entrepreneur and a technocrat. today. legal and personnel. 5 . Nikhil Radan (Director) A. changing the way the world experiences light. the company has sales offices in Castle Hill. Lighting Science. Explore the future of lighting. The Netherlands.facility. Kannan (DGM – Sales) S. Nagarajan (Sales Executive) Devendra Sahu (DGM . Australia & New Delhi. advertisements and in circulation or marketing. Lighting Science’s European operations are based in Middelburg. India.Sales) Varshkar Ratnarjun (Manager) Director of board at Lighting Science handles Marketing and Sales wing of the group. and. Entering Management Team The top management of the team is a highly proven team in planning and implementing new plans and consolidating leadership position in their business. Management requirement Employee’s satisfaction 6 . Management Responsibilities (ISO 9001.2000) Customer satisfaction. The team has experience in running a leading Lighting industry. Statutory or regulatory requirement needed to conduct business. is the leading Health and Wellbeing company. Today. 7 . Philips is a simpler and more focused company with global leadership positions in key markets of Healthcare. addressing people’s Health and wellbeing needs and aspirations as its overarching. lifestyle and lighting.COMPITITORS INFORMATION There are lots of competitors for Lighting Science’s LED products. Philips Electronics India Limited. but the major competitors are: Royal Philips of the Netherlands is a diversified Health and Well-being company. a subsidiary of the Netherlands-based Royal Philips Electronics. As a world leader in healthcare. Philips integrates technologies and design into people-centric solutions. based on fundamental customer insights. focused on improving people’s lives through timely innovations. Lighting and Consumer Lifestyle. Power Capacitors. Havells in 2007 created history by acquiring world’s renowned lighting company Sylvania thus registering itself amongst top 5 lighting companies in the world. Baddi.3 Billion leading Fast Moving Electrical Goods (FMEG) Company and a major power distribution equipment manufacturer with a strong global footprint. CFL Lamps. Alwar. Electric Water Heaters. Commercial and industrial Applications. Neemrana and seven world class manufacturing plants located in Europe. Concord. Today. Latin America & Africa are manufacturing globally acclaimed products. Motors. Sylvania. including Industrial & Domestic Circuit Protection Devices. Its fourteen state-of-the-art manufacturing plants in India located at Haridwar. Modular Switches. Fans. Crabtree. Havells enjoys enviable market dominance across a wide spectrum of products. Home Appliances. Luminance and Standard. Cables & Wires. Its global network constitutes of 7000 professionals across 91 branches & representative offices in over 50 countries. 8 . Faridabad. synonymous with excellence and precision in the electrical industry. Havells owns some of the most prestigious global brands like Havells. Luminaries for Domestic. Noida. Sahibabad.Havells India Limited is a $1. It is a part of the INR380 billion (US$6. It has diversified with interests in lighting. wind energy & solar energy. Consumer durables include appliances and fans. and others include die casting. OUR VISION We aim to bring greater happiness to our customers. telecommunications towers. appliances. COMPANY PHILOSOPHY "Trust builds Quality Quality builds Satisfaction Satisfaction builds Relationship Relationship builds Trust 9 . poles and special projects. over 400. through our products and services.Bajaj Electricals Ltd (BEL) (BSE: 500031) is an Indian consumer electrical equipments manufacturing company based in Mumbai. highmast.5 billion) Bajaj Group. while continuously enhancing stakeholder value. engineering and projects. Some notable project includes lighting works at the Commonwealth Games stadium and the Bandra Worli Sea Link It has 19 branch offices spread in different parts of the country with a chain of about 1000 distributors. engineering and projects. 4000 authorised dealers. Maharashtra. fans. Lighting includes lamps. consumer durables. Its main domains are lighting. LPG based Generators. luminaries.000 retail outlets and over 282 Customer Care centres. Engineering and projects include transmission line towers. tubes and luminaires. fans. pumps and consumer appliances and turnkey solutions in all these areas. Our unique and diverse portfolio ranges from transformers. For details please refer to the panel on the right. drawing into its fold leading international companies such as Pauwels. 10 . solutions and services. Hungary. growing both organically and inorganically. Industrial Systems and Consumer Products. CG has embarked upon an ambitious globalization strategy.Power Systems. Ganz. employing more than 8000 employees worldwide with diverse nationalities and cultures. thus enhancing the many aspects of industrial and personal life. Canada. project engineering. UK and US. A worldwide marketing network of more than 150 representatives spans the globe. circuit breakers. and. since then the Company has been a pioneer and has retained its leadership position in the management and application of electrical energy. Consequent to this globalisation. Ireland. CG now enjoys manufacturing bases in Belgium. Sonomatra. helping its customers use electrical power effectively and increase industrial productivity with sustainability. switchgear. This portfolio has been structured into 3 SBUs . Microsol. HT and LT motors. MSE and PTS. offering the entire range of CG’s products. CG was established in 1937 in India. drives. lighting. CG provides end-to-end solutions. France.As one of the world`s leading engineering corporations. network protection & control gear. Since 2005. in addition to more than twenty manufacturing locations in India. Indonesia. CFL lamps. High Mast Lighting Systems. Lighting Poles. the company is justifiably a leader in the league in both the steel pipe and lighting industry. The company also markets a wide range of Luminaires and Accessories. value proposition and deep concern for customer satisfaction.From a small beginning in 1973 as a tube making unit. With its firm commitment to produce the best of quality at an affordable price through technology upgradation. It's turnover ending March 2012 is Rs. a large cold rolling strip mill at Bahadurgarh (Haryana) and two lighting units one each at Kashipur (Uttrakhand) and Malanpur (Madhya Pradesh) producing fluorescent tube lights.70 crores (approximately USD 550 Million). 11 . HPSV Lamps. Surya Roshni Ltd has emerged today as a vast conglomerate with the largest ERW pipe manufacturing plant in India.2753. Decorative Poles and MCBs. HPMV Lamps and Metal Halide Lamps. GLS lamps. including Technocrats. Consistent and sound policies have helped the HPL Group mark a strong presence nationally as well as globally. has a strong work force of over 5000. HPL is regarded as ―The Technology Brand of India‖ and is one of the premium manufacturers of reliable Electrical Protection Equipments. In its own special way. we believe we can actively participate in furthering the cause of brand India.HPL. 12 . Superior technology. Switchgears. the HPL Group has created a niche for itself in the electrical industry. Electronic Energy Meters and Energy Management Systems. current year with a turnover of over 1000 crores. This has also attracted major international players to collaborate with HPL and work successfully together. Through our deliberations in the electrical industry. HPL is committed to the growth and expansion of Brand India. HPL. Today. Design and R&D Engineers and Marketing Professionals. impressive product portfolio and a quality driven attitude have given HPL an edge in the competitive market. with its unwavering commitment to the creation of world-class quality products. Wolfgang Dehen. Klaus Patzak represent the Managing Board of OSRAM Licht AG.as well as sponsoring art and culture at home and abroad. The company’s portfolio covers the entire value chain from components to electronic control gears as well as complete luminaires. 13 . Managing Board of OSRAM . Dr. light management systems and lighting solutions. More information about the top management can be found here. allowing for the efficient use of resources. Chairman of the Managing Board (CEO). Peter Laier and Dr. For more than 100 years. OSRAM has been "passionate about intelligent light". we also explicitly encourage socially and environmentally responsible policies around the world .Lamps and lighting systems from OSRAM provide the basis for a beautiful view of things. ensure safety and comfort. As a globally operating company. Company Profile OSRAM is one of the two leading light manufacturers in the world. 98 billion conglomerate and global leader in technology enabled solutions. the company leverages on the parent's philosophy of 'Applying Thought' to enable business results by being a transformation catalyst. Wipro Infotech maintains offices across India. systems integration. 14 . application development and maintenance. market leadership. Backed by our strong quality processes and rich experience managing global clients across various business verticals. the $6. we help our customers harness the power of IT to achieve profitable growth. We also have a joint venture with DAR Al Riyadh Group in Saudi Arabia. Wipro Infotech also helps you with your hardware and IT infrastructure needs. customer delight and sustainability. Along with our best of breed technology partners. Part of Wipro Ltd. From simple changes in process to innovative solutions. technology infrastructure services. Our vast IT services portfolio includes consulting.Wipro Infotech is a leading manufacturer of computer hardware and provider of IT services in India and the Middle East region. and has operations in Middle East. package implementation and R&D services among others. we align IT strategies to your business goals. Thomas Edison is heralded for his genius as an inventor. Read about the first GE research lab and how it evolved into a worldwide entity. GE scientists of the past 130 years were inventing things that made. It began in a small barn in the year 1900. the television. By aligning multiple businesses to bring innovation to the marketplace. and still make our world work better.and the perspiration . 15 . Thousands of patents and even two Nobel prizes later. Less known is his brilliance as a business pioneer. to the visible LED or the MRI technology.of the man who started it all. the GE Global Research lab has continued to bring new technologies to our lives. From the first affordable light bulb through the X-ray tube. Learn more about the inspiration . he laid the path for today's GE. 5 LSR 4 Wattages (W) 45 W 60 W 75 W 90 W 100 W 120 W 150 W 2. LSR Roadways Extensions LSR 1 LSR 1.5 LSR 3 LSR 3. Flood light C2DFL P0 C2DFL P1 C2DFL P2 40 W 70 W 140 W 90 W 3.PRODUCTS Lighting Science has emerged as a preferred choice for discerning individual and industrial consumers. Flat Lowbay 1. S. DBR Roadways DBR 1 DBR 2 200 W 300 W 40 W 70 W 140 W 2. 1. Low Bay C2DLB P0 C2DLB P1 C2DLB P2 2. Lighting Science is one of the largest manufacturer of LEDs in the country. Curb to Door Series 1.5 LSR 2 LSR 2. No. Flat LowBay FLB V2 16 . Series Prolific Roadways Products Name 1. Industrial and 1. PAR 38 DFN 38 18 W 17 . Commercial Lighting 1. Definity Lamps 1.5 FLB V3 120 W 150 W 2. LED Tube Light LED 09W LED 18W 9W 18 W 8W 6. Industrial Highbay Landscape Lighting 2. PAR 20 DFN 20 2.Series FLB V2. Flat Lowbay Under Canopy Light 4. PAR 30 DFN 30 15 W 3. Glimpse GLP6 2. LED Panel 2X2 LP 32 REC LP 45 REC 32 W 45 W 3. Acorn.Post Top Lantern FLBC 075W FLBC 125W IHB1 IHB2 75 W 125 W 200 W 300 W TRA1 TRA2 50 W 75 W 3. Baylume BLY 24 BLK BLY 48 BLK 50 W 88 W 15 W 5. 4. 3. NOM – All the products are NOM certified 8. FCC – All the products are FCC certified 7.4.MR16 8W* DFN 16 8W 6. ENEC – All the products are ENEC certified 6. RoHS – All the products are RoHS (Restriction of hazardous Substances) certified. BR30 DFNBR30 15 W 7. CE – All the products are CE certified 18 . DAMP – All the products are DAMP certified 9. A19 DFN19 8W CERTIFICATIONS 1. UL – All the products are UL certified. ETL – All the products are ETL certified. 2. MR16 6W DFN 16 6W 5. IP 66 – All the products are IP66 certified 5. partners. global reach. sincere and open in our dealings. A commitment to set standards in our business and transactions based on mutual trust. MISSION AND VALUES Vision To be a globally recognized corporation that provides best LED lighting solutions. and employees Values Customer Delight: A commitment to surpassing our customer expectations. Pursuit of Excellence : A commitment to strive relentlessly. our teams. customers. Leadership by example. Integrity and Transparency: A commitment to be ethical.VISION. 19 . technological expertise. building long term relationships with all our associates. business ethics. to constantly improve ourselves. delivered by best-in-class people Mission To achieve our vision through fairness. our services and products so as to become the best in class. Organizational chart Managing Director DGM – NORTH & EAST Senior Manager (Dehradun) Accounts And HR Vice President Product Manager DGMSOUTH & WEST Deputy Regional Manager (Hyderabad) Logistic Manager Executive Tendering Senior Manager (Lacknow) Manager (Ahmedabad) Quality Manager Deputy Manager (Chennai) Quality support Sales Executive (Erode) Deputy Manager (New Delhi) Sales Executive (Mumbai) Deputy Manager (New Delhi) Assistant Manager (Jaipur) Sales Engineer (Hydrabad) 20 . LSG’s LED street light fixtures reduces energy consumption and provides uniform light distribution and increased light levels. Tool-less access to electrical components 2 sizes and 4 optical packages 21 . LSR ROADWAYS The LSR RoadWay luminaire provides one-for-one replacement for existing HID roadway installations.PRODUCT PROFILE PROLIFIC ROADWAYS 1. When compared to traditional HID sources. Features & Benefits High quality illumination combine with energy efficient LED technology for superior optical performance and maximized pole spacing Full cutoff optic meets Dark Sky requirements. Features & Benefits High quality illumination combined with energy efficient LED technology for superior optical performance and maximized pole spacing Sustainable Design . and occupancy sensors Tested to LM-79 and LM-80 standards 22 . It serves as a replacement for luminaires with wattages of 250W up to 400W. midnight dimming. remote monitoring capabilities.2. dimming. DBR ROADWAYS The LSG DBR luminaire provides one-for-one replacement for existing high wattage HID roadway installations.Full cutoff optic meets Dark Sky requirements Compatible with smart grid services. CURBE TO DOOR SERIES 1. Established with a modular optical design. the C2D LowBay light provides excellent color rendering for enhanced visibility and safety. this C2D luminaire is available in multiple optical platforms and provides light output at 6000 lumens. Features Compact size for small spaces & unobtrusive aesthetics High lumen output Adaptable . LOW BAY Lighting Science Group is pleased to announce the latest advancement in energy-efficient LED facility lighting. with a lower cost per delivered lumen over the life of the installation.easily change optical distributions Fits most traditional mounting options Lower cost per delivered lumen Low-profile modern design Excellent color rendering for enhanced visibility & safety 23 . hour daily operation. equivalent to approximately 5 times the life span of a TL tube or HID bulb Long life span ensures lower maintenance and lamp replacement costs Custom sensor developed by Lighting Science Excellent colour rendering for improved vision Choice of multiple mounting options for application on most vertical and horizontal surfaces Instant on/off: LED does not require long start-up time after ignition to come to full brightness.S. warehouses.000 hours. Department of Energy’s CALiPER program and is CE certified Features Lasts a minimum of 50. which is over 6 years at 24. Hot restrike: lamps can be switched on/off without taking into account a cooling-down period 24 . the fixture was tested under the rigorous LM-79 process by an independent laboratory approved by the U. hangars. stockrooms. To ensure performance and reliability. parking garages.FLAT LOWBAY SERIES 1. FLAT LOWBAY The versatile Lowbay LED fixture combines high light output with low energy consumption—85 lumens/watt—providing glare-free light for forecourt lighting. the fixture is available with a dimming function and/or occupancy sensors to provide additional energy saving options. tunnels. Furthermore. gyms. and canopy lighting for gas stations where low maintenance is required for continuous operation. Furthermore. To ensure performance and reliability. gyms. Hot restrike: lamps can be switched on/off without taking into account a cooling-down period 25 . Department of Energy’s CALiPER program and is CE certified Features Lasts a minimum of 50. stockrooms. which is over 6 years at 24.2. tunnels. the fixture was tested under the rigorous LM-79 process by an independent laboratory approved by the U.S.hour daily operation. the fixture is available with a dimming function and/or occupancy sensors to provide additional energy saving options. parking garages. warehouses. and canopy lighting for gas stations where low maintenance is required for continuous operation.000 hours. FLAT LOWBAY UNDER CANOPY LIGHT The versatile Lowbay LED fixture combines high light output with low energy consumption—85 lumens/watt—providing glare-free light for forecourt lighting. hangars. equivalent to approximately 5 times the life span of a TL tube or HID bulb Long life span ensures lower maintenance and lamp replacement costs Custom sensor developed by Lighting Science Excellent colour rendering for improved vision Choice of multiple mounting options for application on most vertical and horizontal surfaces Instant on/off: LED does not require long start-up time after ignition to come to full brightness. Features Underdriving LEDs to improve efficiency and system life Ventilated precision airflow Uses up to 35% less energy vs. Cold Storage Facilities 26 . INDUSTRIAL HIGHBAY The BayLight provides a one-for-one replacement for existing HID sources in a wide range of industrial applications. Manufacturing Facilities. Lighting Science designed the BayLight to meet the critical requirements of these applications by matching the performance of conventional 400W HID systems while delivering as much as a 35% reduction in energy usage. Distribution Centers.INDUSTRIAL AND LANDSCAPE LIGHTING 1. comparable HID systems with similar performance Optional integrated occupancy sensor for greater energy savings Typical Applications include: Warehouses. Commercial / Industrial Areas. Storage / Utility Areas. thermal and driver design excellence are all on display with Glimpse… A luminaire of which there truly is no equal. BAYLUME • Up to three times longer life at approximately half the energy consumption of conventional sources. • Significantly longer life leads to reduced maintenance and material costs. • Choice of mounting options to meet a variety of architectural forms in horizontal and vertical positions. GLIMPSE Lighting Science’s integration of our leading edge optical. • Good color rendering for enhanced visibility and safety. be surface mounted to a J-Box as a luminaire. • Instant on/instant re-strike.2. COMMERCIAL LIGHTING 1. the Glimpse can be retrofit into 5‖ or 6‖ recessed downlights by simply replacing the existing Edison base lamp and trim or. Designed to mirror the form of a recessed downlight in application. unlike any of its competitors. 27 . and 28 .and are compatible with building controls. 4000K Dimmable down to 5% Designed for a 50.000 hour life Consumes just 15 watts Uses 70% less material in design than a standard downlighting system Up to 80% more efficient than comparable HID systems with similar performance 5 year limited warranty Energy Star qualified 2. The flat panels are fully dimmable. 750 lumen WW package provides up to 20% more light than similar competitor offerings Available in 2700.schools and healthcare applications.timers.motion sensors. LED PANEL 2X2 Typicall used to replace 2'x2' and 2'x4' fluorescent fixtures. the super high output(SHO) LED Flat Panel is designed to lay in drop ceilingsin offices. 3000. museums. showcases.daylight harvesting systems. The Symetrie Slim linear LED luminaire is a superior lighting solution generating uniform. bright white.low maintenance. coves and architectural applications. The design of the panels produces an even.high lumen maintenance. energy-efficient solution that significantly lowers operating costs 29 .The LEDs enable long life. exhibits.and are constructed without hazardous materials 3. under shelves. LED TUBE LIGHT Designed for use in display cases.consistent shadowlesslight. vertical and horizontal illumination providing an environmentally friendly.high CRI. absence of mercury and other hazardous materials Free of UV and IR emissions reducing product packaging and waste DEFINITY LAMPS 1. linear profile less than 3/4" tall x 3/4" wide. high CRI Delivers uniform vertical and horizontal illumination eliminating shadows Delivers more lumens per watt of energy consumed than most traditional sources High efficiency and longer life lowers operating and maintenance costs Cool lighting envelope reduces HVAC loads Environmentally friendly .and reduces the carbon footprint.bright white. energy efficient and longer life all in 30 . With Definity lamps. environmentally friendly. true to color. The fixture is a thin. Features Best in class performance in compact profile and variety of lengths High quality illumination . while attracting attention. PAR 20 Lighting Science Group is proud to unveil a new family of LED lamps that delivers a high level of value and an uncompromising measure of quality. there are no sacrifices-brilliantly bright. one affordable package. payback less than a year 2. energy efficient and longer life all in one affordable package. Standard PAR30 Features 31 .4000K Dimmable Instant on 5 year limited warranty In most instances.CRI 86 . Maintenance free operation . PAR30 Lighting Science Group is proud to unveil a new family of LED lamps that delivers a high level of value and an uncompromising measure of quality. With Definity lamps.lasts up to 25 times longer than conventional lighting.88 CCT 2740 . there are no sacrifices-brilliantly bright.no mercury Warm. pleasing light color . environmentally friendly.55W halogen Lumen Output : 310 350lm Power Consumption : 8W Efficacy : 39 . Environmentally friendly . Equivalent Source : 45W . crisp.44lm/w Features Reduced energy consumption and operating costs by up to 80%. PAR 38 32 .53lm/w & 51 .59lm/w PAR30 Shortneck Features Equivalent Source : up to 65W halogen Lumen Output : up to 800lm Power Consumption : 13W Efficacy : 56 .943lm & 920 .62lm/w High Efficacy (H1) PAR30 Features Equivalent Source : up to 65W halogen Lumen Output : up to 795lm Power Consumption : 12W Efficacy : up to 65lm/w 3. Equivalent Source : up to 75W & 90W halogen Lumen Output : 700 .1060lm Power Consumption : 15 & 18W Efficacy : 44 . MR16 6W* 33 .950lm & 1250 . Standard Par38 features Equivalent Source : up to 90 & 120 Watt halogen Lumen Output : 850 .975lm Power Consumption : 15W High Efficacy : 60 . environmentally friendly. enclosed luminaires and has up to four unique beam distributions for application flexibility. energy efficient and longer life all in one affordable package.1460lm Power Consumption : 18 & 24 Watts High Efficacy Par38 features Equivalent Source : up to 90W halogen Lumen Output : 900 . With Definity lamps. The Definity PAR38 LED lamp is suitable for wet locations.Lighting Science Group is proud to unveil a new family of LED lamps that delivers a high level of value and an uncompromising measure of quality. there are no sacrifices-brilliantly bright.65lm/w 4. With Definity lamps. Standard MR16 LED Lamp Features Equivalent Source : 20W halogen Lumen output : 265 .365lm Power Consumption : 6W Efficacy : 53 .550lm Power Consumption : 8W Efficacy : 63 .Lighting Science Group is proud to unveil a new family of LED lamps that delivers a high level of value and an uncompromising measure of quality. environmentally friendly. energy efficient and longer life all in one affordable package.50lm/w MR16 GU10 Features Equivalent Source : 30W halogen Lumen output : 315 . there are no sacrifices-brilliantly bright.61lm/w MR16 HO Features Equivalent Source : 50W halogen Lumen output : 500 .69lm/w 34 .300lm Power Consumption : 6W Efficacy : 44 . Environmentally friendly . Maintenance free operation . With Definity lamps. RoHS compliant. energy efficient and longer life all in one affordable package. Equivalent Source : Up to 75W incandescent Lumen Output : 725 895lm Power Consumption : 15W Efficacy : 48 . BR 30 Lighting Science Group is proud to unveil a new family of LED lamps that delivers a high level of value and an uncompromising measure of quality.no mercury or lead Patent pending optical design acheives smooth beam pattern to achieve a warm room filling glow for general illumination applications Dimmable to 5% of light on most dimmers Instant on 5 year limited warranty 35 . there are no sacrifices-brilliantly bright.5.lasts up to 25 times longer than conventional lighting.60lm/w Features Reduced energy consumption and operating costs by up to 80%. environmentally friendly. 480lm & 800 .60lm/w & 67 .850lm Power Consumption : 8W & 12W Efficacy : 56 . Maintenance free operation .lasts over 50 times longer than conventional lighting. weight and omni-directional function of an incandescent A19 lamp.71 lm/w Features Reduced energy consumption and operating costs by up to 80%. Equivalent Source : Up to 40W & 60W Incandescent Lumen Output : 450 . A19 Created with the most advanced thermal materials available. This A19 lamp truly replicates the form. RoHS compliant .contains no mercury Dimmable to 5% of light on most dimmers Lightweight 36 .6. the Definity A19 LED lamp is unmistakably lighter and more efficient than ever before. 2 SWOT ANALYSIS OF LIGHTING SCIENCE SWOT ANALYSIS A scan of internal and external environment is an important part of the strategic planning process. The SWOT analysis has been useful tool for the industry. Competitive price Complete information on local area network (LAN) system for easy traceability. Environment factors internal to the firm can be classified as strength (s). Such an analysis of internal and external factors is referred as SWOT analysis. and Threat (T). STRENGTHS Trained skilled and dedicated employees and committed management. and weakness (w). Flexibility in production and supply of products with different product mixture. On time delivery of products as per the specifications or drawings. The process of utilizing the SWOT approach requires an internal survey of opportunities and threats. Adoption of griffin technology in production (it is used for recycling the scrap materials) The company has good technical training centre (TTC) for the training and development of staff. 37 . Development of new product as per requirement of the customer with minimum lead – time.CHAPTER . and factors external to the firm can be classified as opportunity (o). Hectic Work Schedule. the company is having work schedule of three shifts of eight hours each and the company is facing worker shortage both these factors contributes to the additional stress on the present work force. Increase competition in this segment / Industry to liberalization there is increase the competitors in last 5 yrs company has to fight for marketing share. 38 . Diversification The company has huge scope in diversifying their business into few other countries because of good market share in the present trend.WEAKNESS Have to face the bureaucracy Essences of professional HRM: . To give maximum employment opportunities in the Karnataka sincere and hard working people help to build the company marketing share.absences of performance appraisal system merit rating system. OPPORTUNITIES Backward integration. the companies cease to be dependent on there need and have integrated backwards. this is explained by the huge distribution network. THREATS Economy showdown New technology Government regulations. Dependent on economy scenario 39 . such as the evaluation of contractual relationships with business partners and new business ventures.3 FUNCTIONAL ANALYSIS OF LIGHTING SCIENCE ORGANIZATIONAL CHART AND STRUCTURE FUNCTIONAL DEPARTMENTS OF THE ORGANIZATION Functional department play a vital role in the organization. Functional department of global nutrition are: Human resource department Marketing & sales department Finance department Research & development department Finance Our Finance professionals partner with operating groups to provide financial support for their initiatives.CHAPTER . Members of the Finance Department also play an integral role in making key strategic business decisions. we're known for our focus on people and Human Resources leads the 40 . while managing the overall financial performance of Lighting Science. Human Resources At Lighting Science. inventions deepen scientific knowledge and give its work force a new impetus towards technical progress. QRG technological strengths and its endeavour towards continuous research & development have allowed it to fulfil its responsibilities towards its customers. Research and Development Innovation is the hallmark of every vital development at QRG. succession planning. compensation. retaining and developing the best and the brightest. not just products Department members initiate rigorous market and product specific research to determine how best to launch a new product and create tools to support our sales force. whether at the divisional or corporate level. The responsibility of providing its customers the best products and zero defect services to enable them to be comfortable and secure in usage of electricity. and other specialties geared towards attracting.way. benefits. manages training and development. divisional and product units. with a focus on disease management—managing human health. Our Human Resources department. as well as programmers to educate our customers and consumers. New ideas. Marketing Our Marketing Department is responsible for successfully positioning our products in the highly competitive marketplace. recruitment and staffing. partnering with our businesses in corporate. 41 . We can expect orders from these companies in future. 2. 42 . employee strength. 1. Catalogues can be sent to the companies in the sector who can be potential clients of the company. Advertisement in newspapers & magazines – Advertisements in newspapers (Times of India. Electronics for you etc. Dainik Jagran. marketing offices.Potential Clients or the companies dealing in LED Lighting sector can be searched from internet. quality policy.A four page catalogue can be designed for the company which will contain all the products manufactured by the company along with their technical specifications. Punjab Kesri) and Magazines (Electrical Today. mission.MARKETING STRATEGIES Marketing strategies which can be used in future by the company to increase its client base and increase its sales. Hindustan Times. certifications and approvals from the government. 4.) will help company increase their client base. Searching new clients and sending Introductory letters . In E-marketing sites . Advertisement will contain the information about the products manufactured.Marketing of company – Company can advertise through online B2B (Business to Business) marketing sites. Introductory letters along with company catalogue can be sent to these companies. E. goals. companies can give details about there products. Company’s vision. 3. quality policy & address of corporate offices will also be mentioned in the catalogue. Designing of catalogue for the company . addresses of corporate office. The companies who has the requirement of LEDs can contact the head office mentioned in advertisement. indianyellowpages. clients .com www.punebusinessdirectory..tradeindia. Weekly checking of B2B sites can help in identification of buyers who are interested in purchase of products manufactured by our company.indiamart.email I. Online searching of buyers .Company can also search clients on Internet on B2B (Business to Business) buying & selling sites.com www.D. Company can give advertisement banners which can be hyperlinked to company website. Example : www.com www. Buyers can search sellers according to product and place orders to the company.com 5. product catalogue etc. 43 . employees and customers.DEALER'S NETWORK QRG's legendary customer focus empowers its people to build sturdy and lasting relationships with its business partners. thus paving the way for unparalleled future growth. 44 . Dealers form the core of the company and thanks to a well organized distribution network dealers and retail outlets in India the company is able to meet its customers demand. COMPARATIVE ANALYSIS OF LIGHTING SCIENCE AND HAVELLS LED PRODUCTS STRATEGIC PLANNING SYSTEM Lighting Science Long term planning Havells Pvt Ltd Short term planning High value. High price products High volume. low price products Controlled growth Mature & high growth business Standard Products Design to cost MASS Marketing Rapid growth High margin business Customized Products Design to performance NICHE Marketing 45 . BUDGETING SYSTEM Lighting Science Aggressive Havells Pvt Ltd Conservative Fund for small and attractive locations Fund for large and low cost locations Less emphasis on cost cutting Feature and quality driven Margin of safety More emphasis on cost cutting Cost driven Tight ship REPORTING SYSTEM Lighting Science Limited vertical integration Taller structure High level of MIS networking Havells Pvt Ltd Vertical integration Flatter structure Average level of MIS networking 46 . PERFORMANCE EVALUATION SYSTEM Lighting Science Havells Pvt Ltd Easy Difficult Frequent and repetitive evaluation Occasional evaluation 47 . CHAPTER - 4 DATA ANALYSIS AND INTERPRETATION OBJECTIVE To understand the basic concepts of marketing To understand the market survey of LIGHTING SCIENCE. Comparative analysis of Lighting Science’s LED with Havells’s LED. To know what features and factors are most compelling among the consumers. To know the LIGHTING SCIENCE’s products life span. To know whether consumers of different brands wants to switch to LIGHTING SCIENCE. To know whether the consumers are satisfied or not with the LIGHTING SCIENCE products. RESEARCH METHODOLOGY The research methodology used in this project is described below in detail: Secondary Data: Company brochures and manuals, Internet etc. Primary Data: Questionnaire. Tools Used: Both Qualitative and Quantitative Sampling Method: Random Sampling Sample Size: 149 48 Target Audiences: Consumers LIMITATIONS OF THE STUDY My area is confined to New Delhi only and not on any other places. Most of the retailers are not responsive, actually they didn’t gave adequate time to answer the question. Possibility of error in data collection because many of the retailers may have not given correct answer to the questions 49 NUMBER OF CONSUMERS TO WHOM QUESTIONNAIRE WAS GIVEN Q1) Do you own any of the LIGHTING SCIENCE products? SR.NO. PARTICULARS 1 2 3 Yes No Total NO. OF RESPONDENTS PERCENTAGE 103 46 149 69.12% 30.87% 100% No. of Respondents 80 60 40 20 0 YES NO Series 1 INFERENCE: The above table infers that, 69% people have LIGHTING SCIENCE products & 31% people do not have. 50 CONSUMERS HAVING LIGHTING SCIENCE PRODUCTS CLASSIFICATION BY PURCHASE PERIOD What was the life span of the product? NO. of Respondents 51 . of Respondents 50 40 30 20 10 0 Less than 6 6 Months 1-2 Years Months to 1 Year 2-5 Years More than 5 Years No.62% 20. SR.38% 46.60% 19.NO.97% 12.41% 100% No. PARTICULARS RESPONDENTS 1 2 3 4 5 9 Less than 6 months 6 months to 1 year 1 -2 years 2 – 5 years More than 5 years Total 1 13 21 48 20 103 OF PERCENTAGE 0. a staggering 46.60% of the products had a life span of 2-5 years and 19. about 20.41% of the products had a life span of more than 5 year. CLASSIFICATION BY USAGE PURPOSE What is main purpose of using LIGHTING SCIENCE product? SR.INFERENCE: The above table indicates that only 0. OF RESPONDENTS PERCENTAGE 47 43 13 103 52% 40% 8% 100% 52 . Majorly all the products had a life span of more than 1 year i.e.62% of the products had a life span of 6 to 1 year.97% of the products had a life span less than 6 months where as 12. PARTICULARS 1 2 3 4 Personal Official Both Total NO.NO.38% had a life span of 1 to 2 year. INFERENCE: The above table indicates that.62% 4.55% 69 13 5 67% 12. 8% of the consumers purchased for both the official and personal use and 40 % of the consumers purchased it for official use. 52% of the consumers are purchasing LIGHTING SCIENCE products for personal use. PARTICULARS OF PERCENTAGE RESPONDENTS 1 2 3 Strongly satisfied Satisfied Dissatisfied Strongly 4 dissatisfied 5 partially satisfied Total 0 103 0% 100% 16 15.85% 53 . SATISFACTION LEVEL OF LIGHTING SCIENCE PRODUCTS Where you satisfied with the LIGHTING SCIENCE product? NO.NO. SR. 62% strongly satisfied with their products. 54 . of respondents Strongly Satisfied Satisfied Dissatisfied Strongly dissatisfied partially Satisfied INFERENCE: The above table indicates that 67% people satisfied with their products. 4.55% people strongly dissatisfied with their products.No. 12.85% people are dissatisfied with their products and 15. SR.CUSTOMERS PREFERENCE IN LIGHTING SCIENCE PRODUCTS Which features were preferred mostly by you in LIGHTING SCIENCE product? NO.NO. PARTICULARS RESPONDENTS 1 2 3 4 Product functionality Product design Packaging Product Size Service 5 .Warranty & etc Total 103 – Repair 4 37 33 21 8 OF PERCENTAGE 36% 32% 20% 8% 4% 100% 40% 35% 30% 25% 20% 15% 10% 5% 0% Series1 55 . 56 .INFERENCE: The above table indicates that. 32% people gives preference to Product design. 4% gives Service – Repair . 20% give preference Packaging. 8% for Product Size.Warranty & etc. 36% for Product functionality. FACTORS INFLUENCE BUYING DECISION What are the factors which influence your buying decision? SR. OF RESPONDENTS PERCENTAGE 37 28 17 12 8 103 36% 28% 16% 12% 8% 100% 57 .NO. PARTICULARS 1 2 3 4 5 Price Availability Schemes Quality Advertisement Total NO. 36% influencing through price.INFERENCE: The above table indicates that. 28% people influencing through availability of product. 12% through Quality of LIGHTING SCIENCE products & 8% through advertisement. 16% through schemes. 58 . 59 .CONSUMERS NOT HAVING LIGHTING SCIENCE PRODUCTS CUSTOMERS FROM OTHER BRANDS Will you switch over from any other brand to this brand? SR. PARTICULARS 1 2 Yes No Total NO.NO. OF RESPONDENTS PERCENTAGE 12 34 46 20% 80% 100% INFERENCE: The above table indicates that about 20% of the consumers not owning a LIGHTING SCIENCE product are willing to switch over it from other brands and 80% do not want to switch over. CLASSIFICATION BY CUSTOMERS PURCHASE PLAN If yes when would you like to purchase the LIGHTING SCIENCE Products? SR. OF RESPONDENTS 20 17 7 2 0 46 PERCENTAGE 44% 40% 12% 4% 0% 100% 60 .NO. 1 2 3 4 5 PARTICULARS Less than 6 months 6 months to 1 year 1 -2 years 2 – 5 years More than 5 years Total NO. 61 . 40% are willing to switch within 6 month to 1 yr.. & 4% people plans for purchasing their product in 2-5 yr. 12% consumers are willing to switch over within 1-2 yr.INFERENCE: The above table indicates that around44%of the consumers from the other brands are willing to purchase LIGHTING SCIENCE products in less than 6 months. 62 . OF RESPONDENTS PERCENTAGE 24 15 7 46 52% 36% 12% 100% INFERENCE: The above table indicates that. 52% consumers are willing to use the LIGHTING SCIENCE Products for personal use.NO. PARTICULARS 1 2 3 4 Personal Official Both Total NO. 12% for both use & 36% for Official use.MAIN PURPOSE OF PRODUCT USAGE What will be the main purpose of buying the product? SR. What factors will influence you in switching over from other brands? (Rank 1-5) SR.NO. OF RESPONDENTS 20 5 7 9 5 46 RANK 1 4 3 2 5 PERCENTAGE 40% 12% 20% 24% 4% 100% 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% Series1 INFERENCE: 63 .FACTORS INFLUENCE BUYING DECISION 12. PARTICULARS 1 2 3 4 5 6 Price Availability Schemes Quality Advertisement Total NO. Warranty & etc 6 Product functionality 46 100% – Repair 3 8% NO. PARTICULARS 1 2 3 4 Product functionality Product design Packaging Product Size Service 5 .Warranty & etc Series1 64 . 20% through schemes & 4% through advertisement. OF RESPONDENTS PERCENTAGE 16 21 3 3 32% 44% 8% 8% 50% 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% Product functionality Product design Packaging Product Size Service – Repair . 12% of the consumers are influenced by availability of product where as 40% are influenced by price.NO. 24% are influenced by quality.The above table indicates that. CUSTOMERS PREFERENCE IN LIGHTING SCIENCE PRODUCTS What type of features you prefer most from LIGHTING SCIENCE? SR. 32% to Product functionality. 14. 44% give preference to Product design.INFERENCE: The above table indicates that. and 8% for Packaging. 8% for Service. 8% for Product Size. Please tick one of the item for each of the product for your desire LIGHTING SCIENCE products? 65 . Various suggestions are suggested to increase the purchase decision of customers and help to reach target. it was found that the purchase decision of customers towards Lighting Science products is better and not the best. It was seen that the consumers owning the LIGHTING SCIENCE products were quiet satisfied as the life span of the products were very good which is one of the most important aspects to become a good company.CONCLUSION The study was done in order to find out the purchase decision of customers towards Lighting Science products. After analyzing the data. DIRECTION FOR FUTURE RESEARCH There are some aspects influencing customer purchase decisions like dependency on the Culture of the country. Moreover the consumers not owning a LIGHTING SCIENCE product were keen to switch over to a LIGHTING SCIENCE product from other brands as they find the features very much compelling which is good for the company. The factors such as higher expectation and satisfaction level of the brand can further researched. In-depth study of the demand for the products are left untouched in this study due to time Constraints which can further be explored. 66 . And the testing of availability of the products with the retailers can be explored for the further research. RECOMMENDATIONS Company executive should visit dealers on regular basis. Need to expand customer care centre. Company should tie up with some event management company to organize various promotional activities like canopy. Company should make policy for fixed end user price for all dealers so that fair game will be played & dealer would not to compromise on their margin. Otherwise it tends towards defame of brand name in comparison to rivals. Carnival. Proper attention should be paid for advertisement planning otherwise it may lead to problem for dealer as well as for company. They should pay proper attention towards checking of various components of products before end user delivery. 67 . P.BIBLIOGRAPHY The lists of reference for the purpose of completing this marketing project are as given below: Reference Books Saunders..wordpress. Research Methods for Business Students.A.mapsofindia.lsgc. Marketing Research. 3rd Edition.com 68 . Financial Times Prentice Boyd and Stasch (2001). Financial Times Prentice Websites http://www.com/india-company/l/lighting-science.com http://business. Lewis.M. and Thornhill. 3rd Edition.html http://lightingscience. (2003)... ................................................................... Designation: -..................ANEXXURE MARKETING SAMPLE QUESTIONNAIRE Employee Name: -..................................... CUSTOMER PERSONAL INFORMATION NAME: AGE: GENDER: Q1) are you currently using any LIGHTING SCIENCE product/products? Q2) from where did you get to know the product? a) Newspaper c) Magazines b) Internet d) Other Sources (If Any) Q3) for how long you have being using the product? Q4) do you find the product satisfactory? 69 ................. Q5) what is the purpose of buying the product? a) Official c) Both Q6) what features of any lighting product/products are most important to you? a) Product Functionality c) Packaging e) Warranty/Repair Q7) what factors influenced you in buying a LIGHTING SCIENCE product? a) Price c) Advertisements e) Availability Q8) what is your say about the pricing of the LIGHTING SCIENCE products? b) Quality d) Schemes b) Product Design d) Product Size b) Personal Q9) will you recommend the products to others? Q10) Suggestions and Recommendations 70 .