A PROJECT REPORT

On

“Market research & scope of LED lighting’’

For

AJANTA MANUFACTURING LIMITED (OREVA GROUP)

Submitted to

Marwadi Education Foundation Group of Institute

In partial fulfillment of the requirement of the award for the

Degree of

Master of Business Administration

Under

Gujarat technological university

Under the guidance of

Faculty guide company guide

Prof. Niraj Vyas Gautam Bhimani

(Marketing manager)

Submitted by

Desai Mansi Jayantibhai

Enrollment no-138270592082

Marwadi education foundation group of institute

MBA program

Affiliate to Gujarat technological university

Ahmedabad

July- 2014

DECLARATION

I the undersigned Mansi Desai a student of MBA. Hereby, I declare that the

project work presented in this report is my own contribution and has been carried out under

the supervision of prof. NIRAJ VAYAS of MARWADI EDUCATION FOUNDATION,

RAJKOT.

This work has not been previously submitted to any other university for any

examination.

Date: Student

signature: Mansi Desai

Place: RAJKOT

PREFACE

Education is the process of sharpening one‟s mind. Education is something, which is not

given in class rather, it is a process, which can take place any time and at any place, but to

develop positive attitude towards, Education‟ School and collages have to work a long way.

When any subject is taught theoretically in class it is known as “Academics” but when it is

studied with the subject applicability in real life it is known as “Professional Education”.

I am the student of MBA a professional degree course. MBA the two years‟ post-

graduation course with management of business. It is the perfect degree course for student

teaching them to deal the business.

This was the great opportunity for me to know all such things and also to know how really

products are developed and introduced in the market, what are the hurdles that are in the

way of development and what are the favourable features supporting the development.

This credit of giving me such an exposure goes to AJANTA MANUFACTURING LTD

(OREVA GROUP).

ACKNOWLEDGEMENT

It is an occasion of great pleasure and a matter of great satisfaction to present this report of

project work undergone at AJANTA MANUFACTURING LTD. (OREVA GROUP) Morbi.

This set of work is helped me in acquiring valuable knowledge regarding application of

theoretical knowledge and has also helped me to understand in a better way what I learnt in

theory.

I am also greatly obliged and pay my gratitude to Mr. GAUTAM BHIMANI (Marketing

manager) to help me and guide me for my project report.

I also acknowledge from the deep of my heart, my gratitude to respected Dr. S. CHINNAM

REDDY Dean of Faculty of Management of MEFGI and my project guide NIRAJ VYAS. Who

gave me the related information as and when the need arose.

I would also thank to MEFGI for making such of industrial training which helped me to get a

valuable experience of working in corporate world.

INDEX

Sr.no. Particular Page no.

Part-I general information

1. Industry over view

1.1) History

1.2) growth and performance

1.3) market players in the industry

2. Company overview

2.1) history

2.2) growth and development

2.3) departmental view

2.4) product and service overview

2.5) SWOT analysis

Part-II research work

3. Introduction of the study

3.1) background of the study

3.2)literature review

3.3) statement of problem

3.4)Objective of the study

4. Research methodology

4.1) Research design

4.2) Research instrument

4.3) Data collection

4.4) Sampling design

4.5) Analysis of data

5. Analysis and interpretation of data

6. Results and findings

7. Suggestion and conclusion

8. Limitation of the study

9. Bibliography

10. Annexure`

PART : 1

GENERAL INFORMATION

INDUSTRY OVERVIEW

What is LED?

“A light-emitting diode (LED) is a semiconductor light source. LEDs are used as indica-

tor lamps in many devices and are increasingly used for other lighting. Introduced as a

practical electronic component in 1962, early LEDs emitted low-intensity red light, but

modern versions are available across the visible, ultraviolet and infrared wavelengths,

with very high brightness.”

HISTORY

Back in 1960 Electronics Weekly was born into a ferment of III-V semiconductor research

that within two years would produce the first practical LED. In 1960 Dr Nick Holonyak of

General Electric was developing an unusual material, GaAsP(Gallium arsenide And

phosphide), as a route to wide bandgap tunnel diodes.

When an infra-red GaAs semiconductor laser was demonstrated in 1962, Holonyak with his

wider bandwidth GaAsP was in the perfect position to have a go at making a visible version.

With advice from GaAs laser pioneer and fellow GE employee Dr Robert Hall, Holonyak

made his visible laser later in 1962.

It‟s this October 1962 paper on the GaAsP laser for which Holonyak became known as the

father of the LED – where LEDs are defined as visible light emitters based upon minority

carrier injection and radiative recombination of excess carriers.

The same material is still used to produce deep red LEDs today.

Holonyak had another connection with early light emitters.

He had been John Bardeen‟s first graduate student, the same Bardeen that invented the

transistor at Bell Labs in 1947 with Walter Brattain and William Shockley.

Shockley, along with Howard Briggs and James Haynes, applied for a patent on infrared

LEDs in both silicon (1.1µm) and germanium (800nm) as early as 1951.

The silicon device only appears to have worked at liquid nitrogen temperatures, but the

germanium LED worked cryogenically and at room temperature.

1951 is an early year for LEDs, but it not the first.

GROWTH AND DEVELOPMENT

In recent years, „Low-carbon Green Growth‟ has emerged as a very important issue. In these

days when high oil prices continue, Japan‟s nuclear crisis rises, and energy-saving policies

are made from many countries, „Low-carbon Green Growth‟ is a global trend. Therefore,

many central governments and large corporations are endeavoring for the green industry,

and putting into much work into the growth of “Green Contents” industry.

LED is the trend to newly lead the optical industry, which is one of the world‟s most energy-

intensive sectors. In addition, it has been becoming the most important axis of „Low-carbon

Green Growth‟ industry due to its high-energy efficiency and long life, and has been diversely

expanding its application field to electricity/electronics/lighting, and so forth as the key

industry of green contents that IT technology and semiconductor technology are integrated.

In particular, since LED lighting not only has large energy-saving effect but also is an

environmentally friendly industry, the expectations for industry productivity and job creation

are very large. Of course, the current is in the stage when the commercialization of lighting

market using LED as a light source has just begun, however, the LED industry is expected to

rapidly grow based on fast growth and support programs from many countries.

Accordingly, Display bank issues a report regarding the LED lighting industry which is

becoming a large issue now, and assists the companies with an interest in the related

business. Through this report, the LED lighting industry, the status and forecast of the

market, and the insight into the future development direction are considered to be obtained.

PERFORMANCE AND OTHER DATA:

Why LED lights are Chosen:

1. LED Lamps save electricity up to 50% when compared with CFLs (Compact Fluorescent Lamps) and up to 90% electricity when compared with Incandescent Lamps (GLS), Halogen Lamps or Mercury Lamps.

2. LED lamps are Eco-friendly (as it uses no mercury unlike CFLs).

3. LED Lamps have high life span ranging from 25,000 hours to 50,000 hours

(depending upon the quality and other circumstances) whereas CFLs have life span of 5,000 to 6,000 hours and GLS/ Filament Lamps have average life of 1,000 hours to 1,500 hours only.

4. Of course, on account of new technology, prices of LED Lamps are higher than other Lamps at initial stage. It is fundamental principle that arrival of new changes in technology, increase in demand of the product and increased production will lead to reduction in cost of LED lamps in future.

5. In India, fluctuation in voltage is a regular electricity phenomenon. On account of fluctuation in voltage, life span of Compact Fluorescent Lamp (CFL) & GLS lamps are badly affected, whereas in case of LED Lamps, effect of voltage fluctuation is minimal.

6. In the long run, UV and LR rays emitted from conventional lamps cause health problems. These rays are completely absent in LED Lamps. Therefore, question of health problem does not arise with the use of LED Lamps.

7. Since glass is not used in LED Lamps, there is no possibility of glass breakages. In other lamps, the risk of glass breakage persists.

8. Even at lower temperatures (up to -10°C), LED Lamps continue to emit lights contrary to Compact Fluorescent Lamps (CFL) and other lamps. This benefit cannot be over looked.

9. In absence of use of filaments in LED Lamps, there is no problem of vibration or oscillation as the case may be with Filament Lamps.

10. Despite of frequent ON-OFF switching, there will be no effect, whatsoever, on life span of LED Lamps. Whereas in case of other Filament and Fluorescent Lamps, their life greatly reduces with the no. of ON & OFF made.

11. LED Lamps give 100% light output as soon as it turned ON, whereas CFL and other Lamps would take more time to arrive at the full lumens output.

12. Colour Rendering Index (CRI) of LED lamps is very high as compared to Filament

Lamp / Halogen Lamps. In other words, appearance of object under LED light looks more natural.

13. On account of longer life of LED Lamps, cost of maintenance is low.

Advantages of LED lights:

1. LED‟s are now capable of out putting 135 lumens/ watt

2. 50,000 hours or more if properly engineered

3. LED‟s are also called “ Solid State lighting (SSL)” as they are made at solid material

with no filament or tube or bulb to break

4. LED‟s light instantly- ano second

5. LED‟s “like” low temperature and will startup even in subzero weather

6. With LED‟s you can direct the light where u want it, thus no light is wasted

7. LED‟s do not wash out colours like other light sources such as fluorescents, making

them perfect displays and retail applications

8. LED‟s contain no mercury or other hazardous substances

9. LED‟s can be controlled for brightness and colour.

Disadvantages of LED lights:

1. LED‟s are currently more expensive price per lumen, initial capital cost basis,

than more conventional lighting technologies. However , when considering the total

cost of ownership (including energy and maintainance costs), LED‟s far surpass

incandescent or halogen sources and begin to threaten compact fluorescent lamps.

2. The compares different light sources based upon the life of the bulb and the electrical

cost at 10 cents per kWh.Note: fixture costs and installation costs are not included.

3. LED performance largely depends on correctly engineering the fixture to manage the

heat generated by the LED, which causes deterioration of the LED chip itself.

Overdriving the LED or not engineering the product to manage heat in high ambient

temperatures may result in overheating of the LED package, eventually leading to

device failure.

4. LED‟s must be supplied with correct voltage and current at a constant flow. This

requires some electronics expertise to design the electronic drivers.

5. LED‟s can shift colour due to age and temperature. Also two different white LED will

have two different white LED will have two different colour characteristics, which affect

how the light is perceived.

MARKET PLAYER IN THE INDUSTRY

1. MIC Electronics ltd.

2. InstaPower Ltd.

3. Abby Lighting & Switchear Ltd.

4. Binay Opto Electronics Pvt Ltd.

5. REI Electronics Pvt Ltd.

6. Avni Energy solutions Pvt ltd.

7. Alien Energy Pvt ltd.

8. Kwality Photonics pvt ltd.

9. Promptec Renewable Energy solution pvt ltd.

10. Reiz Electrocontrols pvt led.

COMPANY OVERVIEW

2.1) HISTORY

Lt. Odhavjibhai R.Patel founded Ajanta quartz in 1971 which started with manufacturing

clocks under the brand Ajanta is now the world‟s largest clock manufacturing company. In

1990 Ajanta was first Indian company to have manufacturing musical clock.

It later diversified into lighting and ceramic products under the brand OREVA.it has a large

integrated manufacturing facility in samakhiyali (Dist.-Kutch) and morbi(Dist.-Rajkot),which

provides employment more than 6000 people.

M/s. Ellora Time Pvt. Ltd. was established in the year 1991. The Company commenced

operations with the manufacturing of timepieces under the Orpat brand name. The products

received an overwhelming response, inspiring the Company to diversify into the

manufacturing of calculators and telephones. These too generated phenomenal excitement

in the market, rising to the forefront of their respective categories. Today, Orpat is a brand

that has become synonymous world-class quality and innovation. The annual turnover of

Orpat exceeds Rs. 1410 crores. The products of the Company are available throughout the

country with a wide network of 140 wholesale depots and 25,000 retail dealers all over India.

ORPAT PRODUCTS: THE CATEGORY LEADERS

Orpat is the fastest growing brand in the highly competitive consumer electronics

arena. The current product range includes Telephones, Calculators, Time pieces,

Educational toys and Home Appliances. The customers have a choice of over 100 models

under the brand name of Orpat. All the Orpat products are leaders in their class. The

estimated domestic market share of the Company‟s timepieces is 70%, the Orpat calculators

too command a 70% market share while the telephones enjoy 20% market share. The

company exports 20% of its production. Orpat offers more than 40 models of Timepieces in

various colours including the unique devotional time pieces having Ganesha, Gayatri, Balaji,

Harekrishna and other devotional songs as alarm. There is also an azaam alarm time piece

specially designed for Muslims. The largest calculator manufacturer, Orpat offers 15 different

models of calculators – 8 digits, 10 digits, 12 digits with and without solar cells.

Scientific Calculators have become enormously popular because of their quality and

exonomical price. Orpat offers 12 models of telephones in various colours and designs

A COMPREHENSIVE MANUFACTURING BASE:

Orpat has the-state-of-the-art manufacturing facilities at Orpat Industrial Estate in Morbi,

Gujarat. It is sprawled over an area of 15, 00,000 sq. ft within overall corporate area of

102, 00,000 sq .ft. Orpat currently provides employment opportunities to more than 1800

people with 90% of them comprising of females.

Vision

As rightly said “Vision is the art of seeing what is invisible to others.”

At OREVA, We cogitate to achieve highest level of customer satisfaction by

continuously developing innovative product range to deliver "Value for money" products to

our valued customers.

Types of LED lights Oreva produced:

LED bulb

LED tube

LED downlights

LED street lights

LED strip

LED panel lights

LED module

LED cilinglight

LED wall washer

LED flood light

Candleliers

LED lamps

LED table lamps

LED floor lamps

Which watt LED lighting Oreva produce ?

0.2 watt 0.4 watt

0.5 watt 0.7 watt

1 watt 3 watt

5 watt 7 watt

8 watt 10 watt

11 watt 12 watt

2.2) GROWTH AND DEVELOPMENT

Ajanta Manufacturing Limited (OREVA Group) has consciously always ventured into

the World class & value for money products that reach across the country and offered them

the facilities and services which were at par with the best available and achievable. And

during this process, „Value for money‟ has always been the top priority. Value for money

products has made OREVA brand far flung across the country. OREVA CFL has broken all

sales barriers and has become the power saver to the nation. Manufacturing of millions of

these CFL Lamps helps in contributing to the nation‟s prosperity by saving huge amount of

electricity.

They are single handedly responsible for making the products, which were earlier

considered pure luxuries and were meant only for affluent sections of the society, absolutely

within the reach of all grouping people. CFL lamps were used only as interior decoration

accessories are now the most economical lighting option for the people of India. OREVA is

amongst the leading few industrial houses to invest in the affordable e-bikes technology that

has the potential to revolutionize the way people travel in this country and is off course the

answer to all the scarcity of the petrol resources.

In order to cater to the Digital era, AJANTA has forayed into manufacturing Digital

clocks and Digital moving display boards. Moving Display Boards are available in Single

dimensions to suit the ambience, in various sizes designed according to the customer

requirements, styles, languages and effects for displaying Information/ Messages. It offers a

wide range of clocks with features like Temperature, Humidity, Calendar, Time, and Battery

Back-up etc. available in various designs, colors and Sizes. AJANTA already being a world‟s

leader in wall clock segment has also become a pioneer in Digital clock segment in India.

OREVA also has the largest Vitrified tiles plant in India having a production capacity of

approximately 32,000 Sq. Mt. per day.

Company have established a nation wide strong sales and distribution network, comprising

around 150 super stockiest (depots), and more than 25000 A grade dealers (retail outlets)

throughout the country.

2.3) PERFORMING AND KEY PERFORMING DATA

Achievements:

Record of Highest Earning of Foreign Currency in 1997-98

Ajanta Limited had achieved a record sales target of 1,755,000 Quartz Time Pieces

and earned a foreign exchange of $35 Lacks to the nation during the financial year1997-98

through exports. The total value of exports during the year was Rs 12.96 crore.

World Record of Manufacturing

The company has achieved a world record of manufacturing 12,541,602 Clocks during

2001-2002.

Year 1992 “Man of the Year” award was facilitated upon Ajanta‟s chairman

Mr.O.R.Patel under whose able guidance Ajanta has become India‟s largest time

piece manufacturing company.

Electronics and computer software exports promotion council award for excellence in

export performance chose the company for the recognition in the year 1996-97&97-98.

2.4) DEPARTMENTAL VIEW

The principles of founding father lt.Odhavajibhai patel comes in handy As they guide the

vision of the shri jayasukhbhai pate l(MD) and shri chintan j. patel(director)the rest of ethics

driven management team.

An organization chart is a blue print of company‟s organization. By the proper organization

chart one can understand the organization of any company. It enables to understand his

position in the organization and to know to whom he is accountable. Here, in Ajanta

Manufacturing limited (Oreva Group) there are 4 main department namely production

department, engineering department, administration department and marketing department.

Chairman

Directors

Managing Director

Production Engineering Dept. Adm. Marketing

Department Department Department Department

Production Manager R & D Manager Adm. Manager Marketing Manager

Supervisor Assistant Subordinate Zonal

Manager Manager Manager

Foreman Operators Clerk Area Manager

Workman Peon Sales Personnel

2.5) PRODUCT AND SERVICE OVERVIEW

1) Main Product:

Clock

Calculators

Telephone

2) Home Appliances:

Sandwich toaster

Hair dryer

Induction stove

Emergency light

Dry icon

Element heater

Quartz heater

Electric kettle

3) Oreva E-bike:

Oreva is producing battery operated bikes. Oreva E-bikes which are designed and adapted

for the Indian markets.

4) Oreva vitrified Tiles:

Oreva is having vitrified tiles plant in Samakhiyali (Kutch).tiles have 15 colour and

42 designs.

5) Oreva lights:

6) Electrical products

Cables

Sockets

Switches

Extension cards

2.6) SWOT ANALYSIS

Strength:

Wide variety of product

Experience in the market

Weakness:

OREVA needs to increase its advertisement because many consumers are not aware

of its many products.

Because of variety of products OREVA can‟t focus on all brands.

As it was joint ventured company with ORPAT, many dealers and customers have different

perception about its brand

Small showroom and weak product diversity.

Opportunity:

Expansion of target market and growing premium segment and increase the customer

The company has the opportunity to still expand its product width by adding new

product lines to it.

Threat:

Cut throat competition and increase number of players in the market.

Technology factor is again a threat to the company as it has the best and costliest

technology installed in their plant

RESERCH

INTRODUCTION OF THE STUDY

3.1) BACKGROUND OF THE STUDY

The topic of study is “Market research on scope of LED lighting”.Oreva has produced wide

variety of LED lighting to serve the personal and commercial need of the prospective Indian

consumers. It has been always believed customer satisfaction as an important in business.

Therefore consumer awareness is prime importance. Customers are more and more use of

led lighting. Thus market research is a very important to start the business because company

know the demand of LED lighting and know the how many customer use the LED lights.

3.2) LITERATURE REVIEW

1) Analysis of LED Technologies for Solid State Lighting Markets

- Emmanuel Chao

Light emitting diode (LED) technologies present significant advantages compared to

today‟s lighting solutions: LEDs are favorable in terms of their electrical efficiency,

economical value, and environmental impact. The question remains, when, if at all,

will these technologies replace all the light bulbs and tubes in the world? We

addressed this question by surveying both the technology and market landscape for

solid state lighting. We found that solid state lighting technologies will become the

dominant lighting solution within several years, as they steadily improve in color

quality, brightness, and cost, and receive support from environmental and political

policies.

Light emitted by LEDs have different properties compared to the light emitted by

incandescent bulbs. Incandescent bulbs emit light in a continuous spectrum, where

the

light is produced by heating a metal wire filament to generate blackbody radiation.

Environmental Impact

Rare earth mining creates a lot of environmental pollution. However, the amount of rare

earth materials used in fluorescent lighting bulbs and tubes today is much more

significant compared to the amount present in LED bulbs. Fluorescent tubes are fully

coated internally with phosphorescent material, while LED bulbs can simply illuminate a

local patch of phosphor material. Fluorescent tubes and bulbs also contain mercury vapor,

while LED ====bulbs are mercury free. When comparing the relative environmental footprint

of both fluorescent lighting and LED lighting technologies, LEDs are more

environmentally friendly in terms of raw resource consumption and waste generation.

Additionally, LEDs are much more energy efficient- a typical incandescent lamp

produces 10 lumens of brightness per watt of electricity, a fluorescent lamp 60 lumens

per watt, but an LED more than 150 lumens per watt. Additionally, the luminous efficacy

of LEDs is still growing steadily each year[2]!

2) MARKET RESEARCH ON LED PRODUCTS IN FINLAND

Case: Z-Sen Automatic Electric Co. Ltd.

- Toni Halon

As green values are becoming more and more important day by day, there are lots of

developments in many areas of energy saving. In recent years, the lighting industry has

developed a lot, and this trend is set to continue. LED products are one solution to energy

saving in the lighting sector, but in Finland LED lighting products are not that popular yet.

The theoretical part of this thesis discusses international business methods, buying be-

havior, buying processes and markets in general. The empirical section of the thesis

consists of interviews with professionals in this specific field of business, and reports their

opinions, company experiences, and the visions they have about the subject.

Purpose of the research is to survey existing companies who sell and resell LED- lights

(LED=Light emitting diod) that do they want to start cooperation with Z-Sen (ex- porting new

products or do it more sufficiently and financially more profitable way). Execute a customer

research generally in Finland asking from wholesalers and resellers about their opinion of

past, present and future markets

3.3) STATEMENT OF PROBLEM

Statement of the problem is the actual problem in the company due to which

competitors of the company makes more selling in the market compared with the OREVA

group of industry and so mentioned below are the actual statements of the problems:

To analyse the performance between LED lights and CFL lights

To examine the awareness level of customers towards Oreva Brand.

3.4) OBJECTIVE OF THE STUDY:

To know the scope of LED lighting in future

SUB OBJECTIVE:

To find out potential customer of LED lighting

To find out the reason why consumer prefer LED lighting

To know what do you feel about oreva LED lighting

3.5 ) CONTRIBUTION AND LEARNING FROM THE PROJECT

Contribution

While doing the market research we had filled up the questionnaires from the

customer, we got the whole idea about the market of LED lights of different brands.

During this summer internship project research, I have made marketing manager

aware about the market at particular Area where I had research, after filling up the

questionnaire.

I have made marketing manager aware that why this product of OREVA is not

performing well in the market compared to other brands

Learning

I also got to know that services from the different brands.

Which kind of marketing Strategies Company follows to sustain their position in this

competitive era of business, which can lead to improve my entrepreneur skills.

RESERCH METHODOLOGY

4.1) RESERCH DESIGN:

I had used descriptive research for study. In descriptive research use cross sectional

research because collection of data from a sample at only one time.

4.2) SAMPLING METHOD:

I have used the convenience sampling method to get the sample out of population. In Morbi

city I had decided to go for 100 sample size.

4.3) SAMPlE SIZE:

Large samples give more reliable results than small samples. However, it is not necessary

to sample the entire target population or even a substantial portion to achieve reliable

results.

So I have decided to take the sample size of 100 random samples from Morbi.

I have taken of 100 sample size randomly, and got the information of different brands‟ price,

quality etc.

4.4) SOUSRCE OF DATA:

The sources from I get data is primary and secondary data collection. It is very important the

reliable source of information for keeping accuracy in data collection and decision making.

Primary data-

1. The primary data has been collected from distributors, dealers of the Oreva lighting.

2. Use the questionnaire who use the oreva lighting.

Secondary data-

1. For secondary data, I have referred books related to marketing research

2. I have collected some data from the journals related to the light industries.

3. I have collected information from OREVA‟s annual reports and different manuals and

catlouges referred by them.

4. Various web sites were also considered and taken data from there along with internet

of LED lighting.

5. I have collected data from websites and magazine

4.5) DATA COLLECTION METHOD:

I have used survey method to collect data from the Customer. In order to do survey I made

questionnaire as an instrument to acquire the information.

4.6) RESERCH INSTRUMENT:

I have used questionnaire as research instrument. In questionnaire I have used open ended

as well as closed ended questions and most of the questions are closed ended. In closed

ended question used multiple choice questions.

4.7) MODEL SPECIFICATION/ DATA PROCESSING:

Every company has a particular goal. A study without objectives can‟t reach the destination.

My project work programmed was also directed to some particular targets and the main

objective of the study are as below.

To find out “Market research & scope of LED lighting”, the one way is Research

Methodology. To deal with the customer and their preferences. We have selected some

parameter according to company product it‟s given below and some other researches like

most selling brands, strategies of competitive brands and researches on whether CFL light

price hike affects the selling on LED light, these kinds of researches have been tried to

analyse.

Quality-wise satisfaction

Quantity - wise satisfaction

Price-wise satisfaction

Appearance wise satisfaction

Service wise satisfaction

DATA ANALYSIS AND INTREPRETATION

Q:1 Are you aware about Oreva LED Lighting?

Interpretation:

In this surwey 91% person aware about LED lighting.

Answer Surwey %

Yes 91 91%

No 9 9%

TOTAL 100 100

Q-2 Why led light purchase?

Interpretation:

Most of the customer means 43.96 % customer purchase LED because of save

electricity. 18.68 % customer purchase because of LED available in wild variety. 12.09 %

people said that LED light is a eco-friendly. 16.48% people believe LED light is a longer life

than other 8.79% people are not specify why LED light purchase.

0

5

10

15

20

25

30

35

40

45

Wide VarietyAvailable

Save Electricity Eco Friendly Long Life Span Others(Specify)

Survey

%

Answer Surway %

Wide variety available 17 18.68%

Save electricity 40 43.96%

Eco friendly 11 12.09%

Long life span 15 16.48%

Other(specify) 8 8.79%

Total 91 100

Q-3 From which source do you come to know about Oreva LED light?

Answer Survey %

Friends 28 30.78%

TV Advertisement 36 39.56%

Company's Executive 15 16.46%

Newspaper 12 13.20%

Total 91 100%

Interpretation:

Friends 30.78%

TV Advertisement

39.56%

Company's Executive 16.46%

Newspaper 13.20%

Out of population 30.78% people are known LED light from your friends. 39.56%

people aware Oreva light to TV advertisement. 16.46% people know Oreva LED lights to

AJANTA MANUFACTURING. From new paper 13.20% people know Oreva lights.

Q-4 Which LED lighting do you have? Specify the product name.

Interpretation:

50.55% customer use Oreva LED lights. 13.19% customer use prompted led lights.

9.89% use Bajaj light. 14.28% customer use Philips light and 12.09% customer use other

lights like Cree , Avani lights, etc…

Answer Surwey %

Oreva LED. 46 50.55%

PromptecPvt.Ltd 12 13.19%

Bajaj ltd. 9 9.89%

Philips light 13 14.28%

Other(specify) 11 12.09%

TOTAL 91 100

.

Q-5 What is your opinion towards Oreva lighting?

Interpretation:

Out of sample 46 use Oreva led light. User of Oreva LED light 60.87% said that

Oreva light is a good than other company‟s light. 30.43% users said Oreva lights are

average.8.69% user said that Oreva light is a bad than other LED lights.

Answer Surwey %

Good 28 60.87%

Average 14 30.43%

Bad 4 8.69%

Very bad 0 0

TOTAL 46 100

Q-6 LED’s life spanning is higher than CFL lights?

Interpretation:

Out of 100 sample 91% people accept that LED light‟s life higher than CFL light and

9% people are not accept that.

Answer Surwey %

Yes 91 91%

No 9 9%

TOTAL 100 100

Q-7 Are you satisfied with the benefit you get of Oreva lighting?

Interpretation:

Out of 91 people 46 people use Oreva LED light. Out of 46, 93.48% customer satisfied

with Oreva light‟s benefit that get and 6.52% customer are not satisfied to Oreva LED lights.

Answer Surwery %

Yes 43 93.48

No 3 6.52

TOTAL 46 100

Q-8 Is price of Oreva LED lights is reasonable than other company?

Interpretation:

out of 100 sample size 90 sample give response 71.43% people accept that price

of Oreva light is reasonable than other company and 28.57% are not accept it.

71.43% YES

28.57% NO

Yes

No

Answer Survey %

Yes 65 71.43%

No 26 28.57%

Total 91 100%

Q-9 If company increase the price of the product by 10% will you continue buying our

product?

Intrepretation:

86.96% out of 46 users, customers are ready to purchase if company increase

the 10% of led lights and 13.06 % are not ready to purchase.

Answer Surwey %

Yes 40 86.96%

No 6 13.06%

TOTAL 46 100

Q-10 If yes, why?

Intrepretation:

Answer Surway %

Because of good quality 8 20%

Because of Longer life 6 15%

Because of good design 3 7.50%

All of above 23 57.50%

Total 40 100%

Because of good quality

20%

Because of Longer life

15%

Because of good design

7.5%

All of above 57.5%

If company increase 10% price of LED lights 40 customer can say yes, 20% customer

purchase because of good quality. 15% purchase because of longer life span 7.5%

customer purchase because of good design and 57.5% purchase because of above quality.

RESULT AND FINDING

The major observations and findings:

It is found that most of people aware about LED lights.

Light is a routine and basic need to people need it.

Most of People purchase LED light because LED light save electricity and some

people belive LED lights are Eco- friendly and long life span.

It is found that most of the People came to know about the Oreva LED light through

TV advertisement and also know their friend and relatives and some of the them know

from Newspaper and rest of them know from company‟s Executive.

TV advertisement is a very effective source to people aware about the product.

It is found that Promptec, philips and Bajaj are having good recognition rate.

It is found that most of customer belived that LED lights life span is higher than CFL

light.

Mostly Oreva LED light users are satisfied to they get benefit.

If company increase the LED price than after 86.96% customer purchase Oreva LED

lights.

If Oreva increase the price but than after customer purchase Oreva light because of

good quality, longer life span and good design.

It means that there is a great opportunity for the companies to gain the market

It found that LED light save electricity than CFL lights.

It is found that majority of the customers are interested in buying a product that has

after sale service.

SUGGESTION AND CONCLUSION:

After going through the training at Ajanta manufacturing ltd. (Oreva group). I feel that

every promotional & organizational activity are determined and implied as per pre-

determined objective or goals.

There are some suggestion to this type of Large-scale unit as the company has designed all

the activities to bring the company‟s product to attention of customers and for developing

market in various segments of Indian Territories as well as efforts for foreign market also by

personal selling, different medias of advertisement and sales promotion tools. But there are

some suggestion.

SUGGESTIONS

As observed that bringing awareness is high, Company should focus more on

promoting the product as a daily use product.

The company should take more aggressive promotional activities like people in order

to increase awareness.

Should improve more television ads to attract the consumers because some of the

consumers do not know about the product and concentrate more on after sale

services and should establish more service canters.

CONCLUSION

Quality of the Oreva LED light is good. But customer is Less

Price is also reasonable than other LED light company.

Oreva LED light‟ s users are satisfied to the benefit they get it.

If company incresese the price but they continue buying the Oreva LED light

because of good quality of light, longer life and good design of light.

LIMITATION OF THE STUDY

The respondent s may not give correct answers due to personal bias.

The sample size 100 is very limited. So, it is not possible to achieve 100% accuracy in

research.

The research is limited to some city and villages only. So, it is also a limitation of a

area for appropriate analysis.

As, we are not expertise in this field, the result may not be as perfect as it should be

for company‟s expectations

Bibilography:

BOOKS:

Philp Kotler, Marketing management, Pearson Publication , Edition 13th(2003)

Bari G.C., Marketing Research, Edition 2002.

Naval Bajpay, Research Methodology

F. Schubert, Light-Emitting Diodes, Cambridge University Press, 2006,

Anonymous "Solid-State Lighting Research and Development: Multi Year Program

Plan," U.S. Department of Energy., 2011.

WEBSITES:

www.ajantamanufacturingcompany.com; 22.07.14

www.LED industry.com

Advantages of led-lights. 15.6.2010. articleonlinedirectory.com. Read 5.07.2014

http://www.articleonlinedirectory.com/Art/377331/28/advantages-of-led-lights.html

Light Emitting Diode. Wikipedia.org. 2011. Read 23.06.2014.

http://en.wikipedia.org/wiki/Light-emitting_diode

Technical Report No. UCB/EECS-2012-138

http://www.eecs.berkeley.edu/Pubs/TechRpts/2012/EECS-2012-138.html

ANNEXURE:

Market research on scope of led lighting

Name:

Age:

Occupation:

Contact:

1) Are you aware about Oreva led Lighting?

Yes

No

2) Why led light purchase?

Wide variety available

Save electricity

Eco friendly

Long life span

Other (specify)______________

3) From which Source do you come to know about Oreva led light?

Friends

TV Advertisement

Company‟s Executive

News paper

4) Which led Lighting do you have? Specify the product name

Oreva LED.

Promptec Pvt. Ltd

Bajaj ltd.

Philips light

Other (specify)

5) What is your opinion towards Oreva lighting?

Good

Average

Bad

Very bad

6) LED‟s life span running is higher than CFL lights?

Yes

No

7) Are you satisfied with the benefit you get of Oreva lighting?

Yes

No

8) Is price of Oreva led lights is reasonable than other company?

Yes

No

9) If company increase the price of the product by 10% will you continue buying our

product?

Yes

No

10) If yes, why?

Because of good quality

Because of longer life

Because of good design

All of above