Objective of Study

The main objective of the study is to utilize my theoretical knowledge in realm of marketing to understand the complex/ competitive marketing situations and gain experience with the organization where I utilized my eight weeks time to understand the difference between practical and theoretical knowledge. The study has been conducted to understand the consumer’s mentality when he goes for the purchase of CFL’s. The study also helps in finding out the tastes and preference of the consumer for CFL’s.

1

Company Profile

Wipro Technologies is the No.1 provider of integrated business, technology and process solutions on a global delivery platform.Wipro Technologies is a global services provider delivering technology-driven business solutions that meet the strategic objectives of our clients. Wipro has 40+ ‘Centers of Excellence’ that create solutions around specific needs of industries. Wipro delivers unmatched business value to customers through a combination of process excellence, quality frameworks and service delivery innovation. Wipro is the World's first CMMi Level 5 certified software services company and the first outside USA to receive the IEEE Software Process Award.

Wipro’s complete range of IT Services addresses the needs of both technology and business requirements to help organizations leverage leading-edge technologies for business improvement. Wipro takes charge of the IT needs of the entire enterprise. The gamut of services extends from Enterprise Application Services (CRM, ERP, e-Procurement and SCM), to e-Business solutions. Wipro’s enterprise solutions have served and continue to serve clients from a range of industries including Energy and Utilities, Finance, Telecom, and Media and Entertainment.

Wipro’s TIS is the largest Indian IT infrastructure service provider Wipro’s Technology Infrastructure Services (TIS) is the largest Indian IT infrastructure service provider in terms of revenue, people and customers with more than 200 customers in US, Europe, Japan and over 650 customers in India. It is powered by the expert skills of over 6,500 technical specialists and state-of-the-art BS 15000 certified infrastructure for operations support.

A phased approach towards process standardization, process optimization and process re-engineering.Wipro BPO provides a broad range of services from customer relationship management, back office transaction processing to industry-specific solutions. The key element of services delivery is an integrated approach towards providing increasing value over the entire course of our client relationships. This involves a phased approach towards process standardization, process optimization and process re-engineering

True value from technology requires an in-depth understanding of business strategy.

2

Today’s businesses need partners who can talk about strategy and technology in the same conversation. At Wipro, we believe true value from technology requires an in-depth understanding of business strategy. Our cross-industry consulting services help you craft a vision for your organization and then provide a specific, practical business and technology framework that will make that vision a reality. Our consulting competencies spread across business, process, quality and technology consulting.We've developed a model called "Extended Engineering” that leverages synergies across the value chainas product manufacturers and platform vendors across the world strive to make better products with shorter development cycles and reduced total cost of ownership, we at Wipro Technologies partner with them to provide comprehensive solutions in product lifecycle management and product realization. At Wipro, we've developed a model called "Extended engineering" that allows you to leverage synergies across the value chain and progress swiftly from concept to market. We are now the world's largest contract R&D house for telecom, auto and electronics

3

History of Company

Wipro (an acronym of "Western India Products Limited") started as a vegetable oil trading company in 1947 from an old mill at Amalner, Maharashtra, India founded by Azim Premji's father.

When his father died in 1966, Azim, a graduate in Electrical Engineering from Stanford University, took on the leadership of the company at the age 21. He repositioned it and transformed Wipro (Western India Palm Refined Oil Ltd) into a consumer goods company that produced hydrogenated cooking oils/fat company, laundry soap, wax and tin containers and later set up Wipro Fluid Power to manufacture hydraulic and pneumatic cylinders in 1975. At that time, it was valued at $2 million

In 1977, when IBM was asked to leave India, Wipro entered the information technology sector.

In 1979, Wipro began developing its own computers, and in 1981 started selling the finished product. This was the first in a string of products that would make Wipro one of India's first computer makers. Wipro Technologies hired managers who held their employees to strict performance standards.

In 1980 Wipro moved into software development and started developing customized software packages for their hardware customers. This expanded their IT business and subsequently developed the first Indian 8086 chip. Since 1992 Wipro has begun to grow its roots offshore in United States and by 2000 Wipro Ltd ADRs were listed on the New York Stock Exchange site. The company's revenue grew by 450% from 2002 to 2007.

Wipro started a highly appreciated initiative called WASE - Wipro Academy of Software Excellence in 1996 .Under this program, some of the brightest science graduates are selected and enrolled in an MS (Software Engineering) program in collaboration with BITS,Pilani.

4

HISTORY OF WIPRO

1945 - Incorporation as Western India Products Limited 1947 - Establishment of an oil mill at Amalner, Maharashtra, India 1960 - Manufacture of laundry soap 787 at Amalner 1970 - Manufacture of Bakery Shortening Vanaspati at Amalner 1975 - Diversification into engineering and manufacture of hydraulic

cylinders as WINTROL (now called Wipro Fluid Power) division in Bangalore.

1977 - Name of the Company changed to Wipro Products Limited 1980 - Diversification into Information Technology.

o This is the time the top IT Managers Sridhar Mitta, Dr. Laxman Rao, Venkatesh, Sadasivam quit in one stoke from the IT division of giant public sector ECIL, Hyderabad to join Wipro.

1988 - Crossed the $10 million mark in annualized revenues. 1990 - Incorporation of Wipro-GE medical systems 1992 - Going global with global IT services division 1993 - Busny to achieve the "TL9000 certification" for industry specific

quality standards o Wipro acquires American Management Systems’ global energy

practiceo Becomes world's first PCMM Level 5 Company.o Premji established Azim Premji Foundation, a not-for-profit

organization for elementary education.o Wipro becomes only Indian company featured in Business Week’s

100 best-performing technology companies 1995 - Established Wipro Academy of Software Excellence 2002

o Wipro acquires Spectramind.o Ranked the 7th software services company in the world by

BusinessWeek (InfoTech 100, November 2002 2003

o Wipro acquires Nerve wire.o Wipro Technologies Wins Prestigious IEEE Award for Software

Process Excellenceo Wipro Technologies awarded prestigious ITSMA award for services

marketing excellence]

Wipro wins the 2003 Asian Most Admired Knowledge Enterprise Award

5

2004

o Crossed the $1 Billion mo IDC rates Wipro as the leader among worldwide offshore service

providers 2005 - Wipro acquires mPower to enter payments space and also acquires

European System on Chip (SoC) design firm New Logic. 2006 - Wipro acquires Enabler to enter Niche Retail market 2007 - Wipro acquires US's Info crossing for 600mn 2009 - Wipro acquires Gallagher Financial Systems to enter mortgage loan

origination space. o Wipro stops Semiconductor IP Solutions and closes New Logic

Sophia-Antipolis R&D, France - Wipro Launches ESS - Electronic Security Solutions with Products in

CCTV System, Access Control System and Building Management Systems.

6

WIPRO AT A GLANCE

Wipro Ltd. is today among the top business conglomerates in the world. With a $ 5 Billion turnover, it has diverse interests ranging from Information Technology to Infrastructure Engineering and Consumer Care. Wipro has a presence across 50 countries and employee strength of over 94000 employees worldwide from over 50 nationalities.

Wipro Consumer Care and Lighting is today among the top 10 FMCG companies and amongst the Fastest Growing FMCG companies in India. It has a presence in over 40 countries with over 6500 employees worldwide. Wipro has 8 production plants in India and 5 overseas. The business segments within WCCLG include Consumer Care, Trade Lighting, Commercial and Institutional Lighting, Furniture, North West Switch Gear and with the acquisition of Unza in 2007, company has now acquired a global footprint.

Wipro’s organic growth has been led by growth in toilet soaps, domestic and institutional lighting and office furniture. Wipro has also gained from new launches Wipro Safewash, Santoor handwash, Santoor Facewash, Wipro Sanjeevini honey, Wipro Sweet N Healthy.

Amongst the acquired brands, Glucovita and Chandrika have shown excellent growth with new variants, brand extensions and brand enhancements. Acquisition in the institutional business segment includes North West Switches.

Focus on customer needs with distinctive offerings, supported by an able distribution system has contributed to the growth of Wipro. 

7

Milestones

1947 - Establishment of an Oil crushing unit at Amalner in Maharashtra 1970 - Manufacture of Hydrogenated cooking (Vanaspati) medium at

Amalner 1982 - Introduced Flexi Packs for Hydrogenated cooking medium - a first in

India 1986 - Santoor soap launched 1991 - Wipro Lighting established 1991 - Wipro Baby Soft Products launched 1999 - Launch of Wipro Active 2003 - Launch of Wipro Safewash 2003 - Glucovita acquired 2003 - Chandrika Marketing Rights obtained 2004 - Launch of Santoor Facewash and Cream 2005-06 Amongst the fastest growing FMCG companies 2006 -  Acquisition of North West Switches 2007 – Acquisition of Unza, One of the leading companies of South East

Asia, in personal care business. 2009 – Relaunch of Santoor. WCCLG Revenues cross Rs. 2000 Cr.

8

SPIRIT OF WIPRO

The Spirit of Wipro is the core of Wipro... the Spirit is rooted in current reality, but it also represents what Wipro aspires to be thus making it future active. The Spirit is an indivisible synthesis of all three statements. It means manifesting Intensity to Win, acting with sensitivity and being unyielding on integrity all the time.

 

 Make customers

successful.Team, Innovate,

Excel.

 

This is the desire to stretch, to achieve that which seems beyond our grasp. This is aiming for maximum. This is the ardor to do our best, the hunger to be the best. This is the devotion to challenging our limits; it is about realizing our potential, and about expanding our potential.

It is not about winning at all costs. It is not about winning every time. It is not about winning at the expense of others.

It is about working together to create synergy. It is realizing that I win when my team wins; my team wins when Wipro wins; and Wipro wins when its customers win, when its stakeholders win.

It is about innovating all the time. It is a continuous Endeavour to do better than last time.

It is the Spirit of fortitude, the Spirit of never letting go… ever.

 

Respect for the individual.Thoughtful and

responsible. 

At its highest vision, respect for the individual is unqualified. The core of this sensitivity lies in understanding that every being, however different, is equal. The spirit of democracy underlies our notion of sensitivity… we believe in a society where each citizen sees the ethic of equity, the essentiality of diversity, the ethos of justice, and is thus driven to social action. It is seeing each of us is inextricably embedded in the same social

9

fabric. The other source of respect is trust. Trusting that every individual is driven

by learning, that each individual would like to grow, that every individual strives for a meaningful life and is intrinsically driven to do his/her best. Therefore, true respect means creating conditions in which every individual grows to realize his/her promise and potential.

We are responsible for, and have an obligation to live in harmony with, our ecological environment. We should actively act to preserve nature, and refrain from any action that harms ecology.

Thus, when I act with thoughtfulness, act responsibly, act with empathy… I act with sensitivity.

 

 

Delivering on commitments.Honesty and fairness in

action. 

Integrity is a commitment to searching for and acting on the truth. “Truth” is a word with many manifestations – it means keeping one’s word; it also means understanding and realizing one’s highest vision of oneself.

On integrity, there will be no compromise… we will always act to establish the foremost standards of honesty and fairness.

Integrity is a beacon. It is what guides us, gives us direction… it is not a straitjacketing laundry list of do’s and don’ts.

Integrity is being ethical beyond doubt. It is living the law of the land in spirit. It is what will give us the confidence to stand up to any scrutiny.

I am the litmus test of my integrity. For integrity is the manifestation of conscience.

10

WIPRO’s Business

Consumer Care

Consumer Care business is the mother unit for Wipro Corporation. Starting with Vanaspati in 1947, Wipro Consumer Care has come a long way with products spanning across Soaps, Health and Wellness, Toiletries and Baby Products. With a wide network of sales offices and depots across India and nearly 3000 channel partners, Wipro’s products touch lives of millions of consumers across India and 10 other countries.

All the brands are well known in their respective categories. Santoor soap is the 3rd largest soap brand in India.  The equity of Santoor has been well extended to Talc, Handwash and Facewash. Chandrika is the World’s first Ayurvedic soap with the heritage of over 60 years. The Wellness segment includes brands like Sanjeevani Honey, Glucovita and Wipro Sweet N Healthy. Wipro Baby Soft is the second largest player in baby care products and is the only company having all products for baby care starting from nipples and bottles to diapers. To know more about our products visit the Brands section.

Trade Lighting

Wipro Lighting, started in 1991 is among the fastest growing lighting companies in India. It has acquired a leadership position in commercial lighting and is a strong name to reckon with in domestic lighting. With a wide network of sales offices and depots across India and over 1300 channel partners Wipro Lighting products today reach every corner of the country. Wipro Lighting has a diverse range of products varying from CFL’s and FTL’s to high end accessories. New products are added through a continuous process of innovation and upgradation. The unending quest for the best quality among all lighting products in the market is one of the hallmarks of Wipro Lighting. To know more about our products visit the Brands section.

11

Institutional Segment

Commercial & Institution

The Commercial and Institutional segment of Wipro Lighting is in the business of manufacturing and marketing Wipro Brand of Luminaries, Lamps and Accessories. Wipro Lighting caters to both institutional and retail consumers and offers comprehensive lighting solutions across various application areas. It has been at the forefront of providing creative lighting solutions for modern workspaces, healthcare centers, pharmaceutical industry, manufacturing, roads and highways, landscape etc

Furniture

Wipro Furniture offers complete range of office furniture solutions which includes Workstations, Benching, Cabin Furniture, full height partition systems, Conference / Meeting Tables, Discussion tables, Task Seating, Executive Seating, Board Room Seating & Breakout zone tables & chairs etc.

With “Innovation + Design” at the core of Wipro Furniture Business, it is a constant endeavor to serve the customers with the most appropriate & innovative product solutions. Wipro Furniture Business has been in the fore front of conceptualizing, designing & offering products in creating open office architecture spaces in Indian scenario. Wipro are the leaders in providing ‘Open Office Architecture’ based solutions

North- West

North-West was established in 1987 with a single minded purpose to design and manufacture the finest quality switchgear in the country.

Wipro acquired North-West brand in the year 2006. Today, North West manufactures a comprehensive range of electrical accessories for residential, commercial and industrial applications.

12

Innovation is inherent to North-West. North-West products have established new standards in Electrical accessories. A creative and well equipped R&D centre has developed several winner products like "Convex" Range, "Stylus" Range of switches, "Tiny Trip" range of modular MCBs, Motor starters and many more.

The design philosophy is based on core values of Style and Reliability which recognizes North-West as the quality conscious and reliable brand that offers switches & plates in variety of finishes, colors, combinations to match exquisite style and unique decor.

International Segment

Unza

Unza, acquired by Wipro in July 2007 forms a part of the International Business Segment of Wipro. Unza is amongst South East Asia’s leading manufacturer and marketer of personal care products having a strong presence in Singapore, Vietnam, Hong Kong, China, Indonesia and Malaysia.

Unza with a specific focus on Asian consumer offers a well targeted portfolio of brands across skin care, body care, toiletries, cosmetics, fragrances and household products. In all there are 275 different products across 48 brands in 15 different categories. Some of the popular brands include Enchanteur, Romano and Eversoft.

BRANDS OFFERED BY WIRPO CONSUMER CARE DIVISION:

SANTOOR- THE SECRET OF YOUNGER LOOKING SKIN IN INDIA.

Sandal and Turmeric have been an essential part of the Indian woman’s skin care regimen for centuries. The tradition of Haldi uptans was an integral part of the bride’s wedding preparation- to make her skin look fairer and younger. Chandan was used to enhance a woman’s skin- making it smoother and more beautiful.  But these traditional beauty treatments were too long and time-consuming for the busy Indian women to follow on a daily basis. With the passage of time these uptans became rituals reserved only for special occasions. So there was an opportunity to

13

combine these traditional beauty treatments into one convenient form ..............and Wipro did just that.

In 1986, Wipro brought these two traditional ingredients together ........and Santoor was born. Santoor gave the Indian woman, nature’s traditional goodness at a popular price. Targeted at the middle class housewife, Santoor combined the natural goodness of two ingredients that she had grown up with - now for the first time in a convenient soap.

In the next two decades Santoor became the third largest selling popular soap in India. During this time Santoor steadily became synonymous with younger looking skin. An image enhanced by a series of extremely catchy advertisements, where the protagonist, a married woman was often mistaken for a college girl. Through the years the Santoor woman became both irresistible and aspirational for every Indian woman.

The times changed so did the Indian woman. She was no more the simple housewife who stayed at home and looked after the kids. As the years went by she became more outgoing and career oriented.  To keep up with these changing times, Santoor White was launched. Santoor White combined the goodness of two premium ingredients sandal and milk of almonds, thus opening up a whole new market. Santoor now reached out to a whole new urban woman- a woman who excelled in her career as much as she excelled as a mother. It was an image that would now personify every Santoor woman.

Through the years, as the brand grew, so did the imagery. The Santoor woman now rubbed shoulders with celebrities Saif Ali Khan and Madhavan in the ads. She had a glamorous career- where she was not only appreciated for her beauty but was acknowledged for her achievements, both in her career as well as a mother. It was an image that not only made Santoor extremely popular in its core market of Andhra Pradesh and Maharashtra it became aspirational for women in newer markets in the north and east of India.

As the popularity grew so did its market share. Santoor was now the largest soap in South India. It was also in the three most popular soaps in Maharashtra and Karnataka. Santoor is now exported to 11 countries.

Today Santoor is more than just the regular orange soap.  It now has a number of exciting new variants- Santoor White, Santoor Glycerine and more recently Santoor Honey and Apricot. Santoor has grown from a traditional south Indian soap to a modern beauty soap that has carried the secret of younger looking skin to

14

more and more women across the country. Santoor is the secret of younger looking skin of a wide range of women of different ages and income groups all across the country.

Santoor Talc. Look Young. Feel Young

Santoor talc was introduced in1991 as white talc in sandal fragrance, first in AP followed by Maharashtra, Karnataka and Kerala.

With the intent of aligning the imagery of Santoor talc with Santoor soap, all-new, trendy packaging, fresh contemporary designs, and new imagery were introduced in 2006. The talc now comes in a tall and stylish container with curves and a convenient flip top cap to suit the customers. The new positioning – ‘Look Young, Feel Young’ also aligns it with Santoor soap.

Available in 400 gm, 100 gm, 50 gm and a handy 20 gm, Santoor talc promises the customer a super fine talc that is easily spreadable with an international fragrance from a renowned perfumery house in France – all in a modern, easy to use flip top pack. Santoor Talc still offers women exactly what they want – soft, glowing, younger-looking skin

Santoor Handwash: Keeps hands safe and soft

Santoor Handwash was launched in the year 2006 as a logical extension of the Santoor mother-brand in the modern personal wash category. It is available in three variants, namely- essential oil, extra moisturizing and glycerin & apricot.

Santoor handwash is a blend of natural ingredients, sandal and exotic essential oils.The ingredients of Santoor Handwash are designed to offer a double protection. Its unique formulation not only fights germs but has a pH balanced formulation that maintains the softness of the hands.

Recently a variant of Santoor Handwash was launched, namely glycerin and apricot.

Santoor Handwash is available in 150 ml and 250 ml pump packs and 180 ml, 500 ml, 1 liter and 5 liter refill packs.

Santoor Facewash: Makes you look beautiful instantly

15

Santoor Facewash was launched in the year 2004 to offer a modern product to Santoor consumers in urban markets. Later in 2007, the Santoor Facewash was relaunched along with the addition of a Gel variant with improved formulation and superior packaging.

Santoor Facewash is available in two variants, namely- Fairness Facewash Gel with premium ingredients like saffron & sandal that have the inherent properties of giving fairness to skin and Fairness Moisturizing Facewash with the goodness of sandal extracts and almond milk. Santoor Facewash deep cleanses and its active ingredient gently nourishes your skin to make you feel fresh & look beautiful instantly.

Both variants are available in 50g and 100g pack sizes.

Come September 2009, two new variants of Santoor Facewash are being introduced. One is a Gentle Exfoliating Facewash with Micro beads. The other is a Cleansing Facewash for oily skin.

CHANDRIKA - Ayurveda for Healthy Skin

The term "Ayurveda" literally means "the science of life". This ancient system of medicine, developed in India over a period of 5000 years, encompasses both Preventive & Prescriptive aspects.  In 1940, the knowledge of this ancient science was harnessed to create a hand-made soap called Chandrika. It soon became one of the most popular soaps in Kerala.

A new phase of Chandrika’s momentous journey began when in 2004 Wipro Consumer Care Limited bought the brand. The new Chandrika was launched with great fanfare with a new packaging and a new communication. The brand image was revitalized and Chandrika now reached out to a whole new generation. The age old tradition of Ayurveda now had a bold new packaging. The New Chandrika carried the goodness of seven essential Ayurvedic oils into newer and newer homes every day.

Chandrika was positioned as a soap that prevented skin problems. The communication was targeted at a mother’s anxiety about her daughter’s skin.  An eye catching advertising campaign with the line “Stop skin problems, not your child’s dream” was created. These ads featured popular Malayalam actress Mamta Mohandas.  Consumers were now seeing Chandrika in a whole new light and a new contemporary image.

16

As its popularity grew so did the sales figures. Chandrika soon became the fastest growing Ayurvedic soap in India. It continued to be the best selling soap in Kerala and opened up new markets in Tamil Nadu and Andhra Pradesh.

“The Chandrika story continues with newer product forms and innovations. In 2007 Chandrika Forever was launched which offers the consumer the goodness of seven natural oils in a soap that lasts longer. Today, Chandrika is also available as a hand wash and a hand sanitizer.”

So this historic journey continues. Reaching out and spreading its story across the country and abroad. A story called Chandrika. 

Chandrika Handwash: Ayurveda for Germ Protection

Chandrika Handwash was launched as a logical extension of the Chandrika mother-brand in the modern personal wash category in the year 2007. It is available in two variants, namely- Essential oil and Extra Moisturizing.

Chandrika Handwash is enriched with the goodness of Ayurveda. It is specially formulated from natural essential oils to fight germs and effectively clean hands, leaving them soft and supple.

Currently the brand is being extended to new locations geographically. It is available in 250ml Regular and Moisturizing, 180ml and 1 liter in regular.

Wipro Baby Soft - Knows Baby, Understands Mummy 

Wipro made its foray into the baby category in the year 1991 with Milk & almonds baby soap as the first in this line. Later feeding bottles were launched. In the year 1998 the Baby Soft logo was launched followed by an expansion in the category with the launch of diapers and Wipro’s range of products for complete baby care.

The responsibilities of a mother aren’t easy. Wipro Baby Soft understands the needs of a mother and offers a complete baby care range of products. The endeavour of Wipro Baby Soft is to give mothers the opportunity to give the best

17

quality products for their babies. The Wipro Baby Soft range includes soaps, powder, baby oil, nappies, diapers, feeding bottles and other accessories. Two soaps to choose from include WBS Saffron & Milk of Almond baby soap and the WBS Tulsi & Almond Oil soap, both designed to ensure healthy, beautiful skin for your little one. 

WBS Saffron & Milk of Almond soap is enriched with the goodness of milk of Almonds and Saffron. It nourishes the baby’s skin and keeps it glowing and beautiful. Almond milk is rich in calcium, vitamins A, D & B2. This soap has the right Ph balance, a mild perfume and no added color. All the ingredients make it a gentle soap.

WBS Tulsi and Almond Oil Soap is enriched with the goodness of Tulsi and Almond Oil to keep baby’s skin soft and beautiful. This soap has the right Ph balance and a new stronger baby fragrance. The ingredient of the soap Tulsi has anti-bacterial properties, which prevent the baby from skin infection whereas Olive oil an excellent emollient helps the skin to balance its loss and absorption of moisture. Ayurvedic practice recommends Tulsi in several formulations to enhance immunity and metabolic functions . Almond oil is a great moisturizer suitable for all skin types. Not only does almond oil helps protect the surface of the skin, but has great value to act as an emollient, skin soother and softener.

WBS Powder is enriched with olive oil to nourish baby’s skin and keep it soft, smooth and gentle. Wipro Baby Soft powder has got a Gentle Baby perfume and is made as per strict quality standard to keep it safe and gentle for baby. It is made from platelet grade talc, which does not block baby’s pores. The container is specially designed with no edges and both Talc & container are sterilized before packaging. WBS Powder is available in 50g, 100g and 200g SKU’s. 

WBS Baby Oil is pure smooth and gentle. A gentle application of Wipro baby soft baby oil stimulates baby’s senses helping her become alert to your touch and feel. Wipro baby Soft Baby oil contains olive oil and Vitamin E that keep your baby’s skin soft and smooth. The belief that olive oil conferred strength and youth is widespread. Wipro Baby soft Baby Oil is packed in Premium PET container and has an easy to use flip top cap- both the container and oil is sterilized before packaging. Wipro Baby soft Baby oil is available in 200 ml, 100ml and 50ml packs.

When identifying the best disposable diapers, many factors come into play: Absorbency, fastener quality, fit, affordability and most importantly, resistance to

18

leaks. We have two variants of Diapers – Cloth Feel Diapers & Dry care Diapers. The diapers are imported from Malaysia. Wipro Baby Soft is known for their nice fit and very high quality.

WBS Diapers have a unique Super Gel absorbent system which quickly draws moisture deep into the diaper. It keeps the baby’s skin dry & comfortable. The soft feeling- cotton touch inner cover has been specially designed for baby’s sensitive skin. Properly combined fluff and anti bacterial absorbents allow maximum protection against stuffiness & rash. WBS diapers are contoured and elasticized for a snug, comfortable and leak proof fit for your child. The unique baby shape and design makes them easy to use. Stretchy waist and legs hold it all snugly yet softly and contain everything very well. The wings can overlap to fit even thin babies, or adjust them wide for chubby babies. Wipro Baby Soft Diapers are best when it comes to Leak guards, dryness and fastener quality. WBS diapers come in four sizes viz. Small, Medium, and Large & Extra Large to fit newborns and babies up to eighteen pounds. Complete range is available in pack of 2s, 6s, 12s, 28s & 48s to suit the usage needs. 

Wipro Babysoft Nappies are Imported from the best manufacturing unit in China. Improved quality and Super Absorbent Polymer, which is available in Diapers, keeps your baby’s skin dry and free from rashes. Wipro Baby Soft Nappies come with an improved stick on tape.  

Wipro Babysoft Feeding bottles and accessories are made from the best food grade polycarbonate and polypropylene materials. Print on Bottle is from Non-Toxic inks. WBS feeding bottles come with a strainer cup which prevents the nipple hole from getting clogged by cream or solid particles. Liquid silicon nipple with Anti colic properties prevents the baby from swallowing any air along with the feed.

WBS is No.1 in Diapers in North Modern trade, No.3 in Diapers All India and No.2 player in Baby Soaps All India.*  

Glucovita - Swad bhi. Shakti bhi .

Glucovita was acquired by Wipro Consumer care in 2003. It offers the consumer the goodness of Glucose, Calcium and Vitamin D all in one tasty drink. It is marketed with the positioning - Ghar jaate hi Glucovita. It gives you instant energy before or after a tiring energy sapping activity. In addition to supplying the essential vitamins and minerals the body lost during the day, Glucovita also provides the body with calcium that helps strengthen and maintain healthy bones.

19

Glucovita is available in regular and orange flavor. Packaged in convenient pack sizes of 50g, 100g, 200g & 500g and is widely available in retail stores across the country. Today, Glucovita has captured significant market shares in AP, West Bengal and TN.

‘Wipro Shikakai’ Beautiful hair. The natural way.

For centuries, Indian women have been renowned for their beautiful hair. Thick, dark, shining tresses that have captivated princes and commoners alike. And for centuries, Indian women have added sheen and luster to their hair with shikakai.

In 1986, Wipro realised that Indian women would soon need a soap that not only was convenient, but also took care of their hair like shikakai did. And Wipro Shikakai soap was born. In a record time of four weeks – from conception to the soaps actually being stocked on shelves. Today, Wipro Shikakai soaps are India’s largest selling shikakai soap.

Wipro Shikakai contains all the goodness and conditioning of shikakai – with the convenience of soap. Apart from cleansing the scalp and strengthening hair roots, it very quickly became the consumer’s preferred “healthy way to wash hair.”

A unique Pressure Processed method, to add and assimilate shikakai extracts into the soap, ensures that when a customer washes her hair with Wipro Shikakai, it is almost as good as washing the hair with shikakai.

Wipro Shikakai is the only hair soap to have more special ingredients like almond oil and special herbal extracts to pamper the hair. So that after every wash, hair is left better conditioned with a pleasant shikakai red tint.

Even now, almost a quarter of a century later, Indian women still use New Wipro Shikakai soap at least once a week. And are still renowned the world over for their beautiful, shining hair.

SUNFLOWER VANASPATI

Wipro’s momentous journey began with Sunflower Vanaspati. In the decades that followed Sunflower Vanaspati became the flagship brand of the company.  Sunflower Vanaspati is made out of 100% edible vegetable oil and enriched with soya oil. Strict quality and hygiene controls were maintained during the manufacturing process that quickly became the benchmark for the industry. Soon Sunflower Vanaspati became the “next best thing to pure ghee “across India- a

20

positioning that it maintains to this day.

Today Sunflower Vanaspati continues to be hugely popular in Maharshtra, MP and several other states across India, where the Sunflower name spells high quality and excellence for thousands of households. 

Enchanteur. The fragrance of French romance.

For centuries, romance has flourished in beautiful France, lovingly practiced by the sophisticated French. In May 1989, we painstakingly designed a lingering fragrance that would be symbolic of French romance – Enchanteur Eau De Toilette. With its successful debut in the Malaysian market that year, Enchanteur ensured that romance would never be the same.

Now an international range of perfumes and personal care products, Enchanteur is currently available in 36 countries, and was launched in India one year ago.With a product range that spans EDTs (Perfume), Perfumed Talcs, Body Mists, Roll-On Deodorants, Hand and Body Lotions, Shower Gels and Liquid Hand Soap, Enchanteur is here to mesmerize your senses.

When romance has so many facets, why not Enchanteur?

Enchanteur comes to you in two distinct yet equally unforgettable ranges: 

The Romantic range, with sweet and floral-fruity notes. For when you are sweet, cheerful and confident.

The Charming range with floral, powdery notes for when you want to feel classy, elegant and sophisticated.

Embark on a romantic journey of your own. With Enchanteur.

Drop a little French romance in every part of your day. By using different Enchanteur products with the same essence.  Leisurely begin your day with the Enchanteur Shower Gel. Nourish your skin with Enchanteur Hand and Body Lotion and pamper it with satiny Enchanteur Talc. If you’d like to stay fresh all day long, spray Enchanteur Body Mist or use the Enchanteur Roll-on Deo and then put the finishing touch with Enchanteur Eau De

21

Toilette. Using different products from the same range this way is called ‘layering’. And it ensures that you smell better for longer.Once you’re out and about during the day, treat your hands with care. Wash them only with Enchanteur Liquid Hand Soap and ensure they stay soft and fragrant.

Yardley

Background 

One of the oldest cosmetic companies in the world, Yardley of London started in 1770 and became recognized as a world leader in soap and perfumery by the beginning of the twentieth century. Currently, its product range consists of fragrances, bath and body luxuries, and skin care and hair care products.

Yardley of London is a traditional British cosmetics brand and is one of the oldest in the world.

Established in 1770, Yardley had become recognized as a World leader in soap and perfumery by the beginning of the twentieth century. By 1910, it moved to London's premier thoroughfare Bond Street, and in 1921 Yardley received its first Royal Warrant, an honor bestowed on only the finest British companies that provide outstanding service.

Today, Yardley holds two Royal Warrants. The Yardley family traces its history back to the 1400s.Currently, its product range consists of fragrances, bath and body luxuries, and skin care and hair care products. The color cosmetics range of Yardley has been discontinued.

 Brand USP – Fragrances

Yardley specializes in creating fragrances based around one or two key linear notes (a note that remains constant throughout the scent) and softened with subtle top, heart and base notes.

English Lavender : English lavender top and heart notes toned down with floral and musk base notes. English Lavender is Yardley’s signature fragrance. It has pride of being place as the brand’s number one scent in the range and offers the most extensive collection of quality bath and body

22

luxuries. Capturing the soothing properties of finest lavender, Yardley English Lavender combines lavender’s floral freshness with a deeper note of musk to create a fragrance that is a pleasure to wear. Blended with a dash of bergamot, sensual sandalwood and calming neroli, Yardley English Lavender has become a timeless classic, appealing to women throughout the ages with its unique ability to influence the mind, body and the senses.

English Rose : English rose with added top green notes, middle floral notes and base spicy woody notes. Encapsulating the essence of a classic sun-drenched English garden, Yardley English Rose is a light fresh scent that soon deepens to create an evocative floral scent. With its own unique blend of this timeless fragrance, Yardley English Rose has been enchanting women around the world for generations. Lovers of the traditional will instantly recognize the fresh green top notes of geranium & rose which surround a creamy white floral heart; but in an enticing twist, Yardley English Rose also possesses a captivating woody, spicy base which makes it an alluring choice of scent for both daytime & evening.

Lily of the Valley: Pure lily of the valley with subtle green notes throughout. It is said if the color white had a scent this would be it, fresh, crisp and clean. Yardley Lily of the Valley combines a garland of spring flowers in one delicious fragrance. Based on the tiny white flowers that grow in such abundance in the English countryside, Yardley Lily of the Valley is a light and elegant scent that refreshes and rejuvenates.

Jasmine: Jasmine with a woody amber and musk base note

Red Roses : Rose, lilac and jasmine with a woody base of amber and musk

Sandalwood : Exactly what it says! Sandalwood with a woody base

23

Consumer Buying Behavior of CFL’s

24

INTRODUCTION OF TOPIC

My study at Wipro Consumer Care and Lighting was in the Lighting Division. It comprised of studying the awareness of the lighting brand Wipro and also the consumer acceptance of the product in the market. Wipro has a wide range of lighting products for different type of consumers according to their needs and preferences. My study dealt only with the study of their CFL range Smart light.

In My study I had to approach a set of customers in a particular market sample and study their behavioral patterns in buying of CFL’s. Their preference towards the Wipro CFL’s, their expectations from the product, the level of acceptance of the product, the price they are willing to pay etc.

In my study I have studied the behavioral patterns of a set of consumers and accordingly made my analysis on the same.

25

What is a CFL?

A compact fluorescent lamp (CFL), also known as a compact fluorescent light or energy saving light (or less commonly as a compact fluorescent tube), is a type of fluorescent lamp. Many CFLs are designed to replace an incandescent lamp and can fit into most existing light fixtures formerly used for incandescents.

Compared to general service incandescent lamps giving the same amount of visible light, CFLs use less power and have a longer rated life. In the United States, a CFL has a higher purchase price than an incandescent lamp, but can save over US$40 in

26

electricity costs over the lamp's life time. Like all fluorescent lamps, CFLs contain mercury, which complicates their disposal.

CFLs radiate a different light spectrum from that of incandescent lamps. Improved phosphor formulations have improved the subjective color of the light emitted by CFLs such that some sources rate the best 'soft white' CFLs as subjectively similar in color to standard incandescent lamps.

Why use a CFL?

Lifespan

The average rated life of a CFL is between 8 and 15 times that of incandescents. CFLs typically have a rated lifespan of between 6,000 and 15,000 hours, whereas incandescent lamps are usually manufactured to have a lifespan of 750 hours or 1,000 hours.

The lifetime of any lamp depends on many factors including operating voltage, manufacturing defects, exposure to voltage spikes, mechanical shock, frequency of cycling on and off, lamp orientation, and ambient operating temperature, among other factors. The life of a CFL is significantly shorter if it is turned on and off frequently. In the case of a 5-minute on/off cycle the lifespan of a CFL can be reduced to "close to that of incandescent light bulbs”. The US Energy Star program suggests that fluorescent lamps be left on when leaving a room for less than 15 minutes to mitigate this problem.

CFLs produce less light later in their lives than when they are new. The light output decay is exponential, with the fastest losses being soon after the lamp is first used. By the end of their lives, CFLs can be expected to produce 70–80% of their original light output. The response of the human eye to light is logarithmic (a photographic 'f-stop' reduction represents a halving in actual light, but is subjectively quite a small change). A 20–30% reduction over many thousands of

27

hours represents a change of about half an f-stop. So, presuming the illumination provided by the lamp was ample at the beginning of its life, such a difference will be compensated for by the eyes, for most purposes.

ENERGY EFFICIENT

The chart shows the energy usage for different types of light bulbs operating at different light outputs. Points lower on the graph correspond to lower energy use.

28

For a given light output, CFLs use 20 to 33 percent of the power of equivalent incandescent lamps. Since lighting accounted for approximately 9% of household electricity usage in the United States in 2001, widespread use of CFLs could save as much as 7% of total US household usage.

Electrical power consumptionWatts (W)

Minimum light outputlumens (lm)

Compact Fluorescence Incadesent

8–9 40 450

9–15 60 800

15–20 75 1,100

20–25 100 1,600

25–45 150 2,600

Heating and Cooling

If a building's indoor incandescent lamps are replaced by CFLs, the heat produced due to lighting will be reduced. At times when the building requires both heating and lighting, the heating system will make up the heat which, depending on the structures heating system, can actually increase total greenhouse gas emissions. In British Columbia, Canada the provincial power authority estimated that greenhouse gas emissions would increase by 45,000 tonnes annually as a result of adopting CFL lighting In colder climates this loss of heat can actually translate in

29

to increased total energy costs. In warmer climates where the building requires both illumination and cooling the opposite effect is observed as CFLs reduce the load on the cooling system compared to incandescent lamps, resulting in savings in electrical power. Overall energy cost saving depends on the climate; increased heating energy demand offsets some of the lighting energy saved.

Efficacy and Efficiency.

Because the eye's sensitivity changes with the wavelength, the output of lamps is commonly measured in lumens, a measure of the power of light perceived by the human eye. The luminous efficacy of lamps refers to the number of lumens produced for each watt of electrical power used. A theoretically 100% efficient electric light source producing light only at the wavelength the human eye is most sensitive to would produce 680 lumens per watt. The typical luminous efficacy of CFL lamps is 60 to 72 lumens per watt, and that of normal domestic incandescent lamps is 13 to 18 lm/W. Compared to the theoretical 100% efficient lamp, these figures are equivalent to lighting efficiency ranges of 9 to 11% for CFLs (60/680 and 72/680) and 1.9 to 2.6% for incandescents (13/680 and 18/680).

Embodied Energy

While CFLs require more energy in manufacturing than incandescent lamps, this embodied energy is more than offset by the facts that they last longer and use less energy than equivalent incandescent lamps.

Starting Time

Incandescents reach full brightness a fraction of a second after being switched on. As of 2009, CFLs turn on within a second, but many still take time to warm up to full brightness. The light color may be slightly different immediately after being turned on. Some CFLs are marketed as "instant on" and have no noticeable warm-up period, but others can take up to a minute to reach full brightness, or longer in very cold temperatures. Some that use a mercury amalgam can take up to three minutes to reach full output. This and the shorter life of CFLs when turned on and off for short periods may make CFLs less suitable for applications such as motion-activated lighting.

30

My Product

31

Wipro Smartlite- Your Household Savings Account

For almost a decade now, Wipro Smartlite has been one of the leading Compact Fluorescent Lamp (CFL) brands in the country. Wipro Smartlite CFL’s are manufactured at Lighting factories in Mysore, Karnataka and Waluj, Maharashtra using cutting-edge technology to ensure superior quality and minimum defective rates in the CFL’s. Further, the lamps are carefully checked according to Wipro's stringent quality processes which explains why Wipro Smartlite is today the fifth largest CFL brand in India*.

Created to be efficient and economical, Wipro Smartlite is literally a ‘savings account’ for an Indian household. Compared to incandescent bulbs, it consumes 5 times less energy, thus cutting down the electricity bills significantly. And what’s more, Wipro Smartlite CFLs last 5 times longer than a bulb.

Wipro Smartlite CFL is available in a variety of wattages and colors to suit all your lighting requirements. The wide range of CFL’s include 5w to 23w plain and 15w to 23w Twisters in Retrofit. Range also has high wattage CFL’s upto 85w in

32

Retrofit. Non Retrofit includes CFL’s from 9w to 36w. Both Retrofit and Non Retrofit CFL’s are available in Cool daylight as well as Warm White colors.  

Wipro Safelite- Safe and Soothing for your child’s eyes.

Wipro Safelite is the range of GLS lamps (Incandescent bulbs) from Wipro Lighting. Wipro Safelite bulbs are UV safe—which means they cut harmful ultra-violet radiations resulting in safe and soothing light for your child’s eyes.

Wipro Safelite GLS lamps are available in a variety of wattages and color to suit all your household’s lighting needs. They are made in Wipro’s state-of-the-art manufacturing facilities and are known to be among the best quality products in the market.

Wipro Safelite bulbs cater to your and your households every need:

FTL (Fluorescent Tube Lights)

Wipro range of Safelite FTLs comes in 4 variants - Regular, Premium, Ultralite and Ultraslim.

Safelite Regular

Safelite Regular is manufactured with high grade powder from Nichia, Japan. It emits white, bright light and has a 3 star rating from BEE. Safelite has an ISO 9002 certification for its manufacturing facility.

SKUs

Wattage Lumens Tube Type Packing Lot MRP18W 1015 Slim (T8) 30 Rs. 3620W 940 Standard (T12) 30 Rs. 3836W 2425 Slim (T8) 30 Rs. 38 / 4240W 2650 Standard (T12) 30 Rs. 42 / 45

Safelite Premium

Safelite Premium features no black ends and has longer life than ordinary FTLs. Another feature is its consistent brightness.SKUs

Wattage Lumens Tube Type Packing Lot MRP

33

40W 2450 Standard (T12) 30 Rs. 47Safelite Ultralite

Ultralite is manufactured with Triband Phosphor powder technology. This helps Ultralite to have a 30% more lumen output than normal FTLs. This also ensures that it has over twice the life of normal FTLs. The color rendering index is 84% making it closest to real daylight. Ultralite comes with a 5 star rating from BEE.

SKUs

Type Wattage Lumens Tube TypePacking

LotMRP

Ultralite Col 82

36W 3250 Slim (T8) 30 Rs. 75

Ultralite Col 84

36W 3250 Slim (T8) 30 Rs. 75

Ultralite Col 86

36W 3150 Slim (T8) 30 Rs. 75

Ultraslim

Ultraslim is an energy saving fluorescent lamp. It has a very long life and ultra bright light.

SKUs

Wattage Lumens Tube Type Packing Lot MRP28W 2480 Ultra Slim (T5) 40 Rs. 12014W 2480 Ultra Slim (T5) 40 Rs. 95

 FittingsWipro Lighting today has the widest and most comprehensive range of fittings. Starting from basic aluminum fittings to the latest decorative energy saving T-5 fittings we have fittings to meet all your domestic needs.The Wipro range of fittings is divided into three main categories:

1. Basic range2. Value plus range3. Decorative range

A. The basic range has aluminum wound, VPIT copper and VPIT aluminum

34

ballast fittings. They use 24 gauge CRCA sheets for sturdiness and premier Berger enamel paints for a superior finish and corrosion protection.

B. The value plus range includes energy saving Insta electronic fitting and Prima low watt loss copper fittings which come with a 5 year guarantee.

C. The decorative range has electronic fittings both in T-8 range as well as T-5 (14/28w) range. These fittings use the latest technology in electronic ballasts to help the consumer in reducing his electricity bills while at the same time adding to the beauty of his interiors.

 Basic Range:Regular

Type

Wattage Ballast Lamp Rated Voltage

MRP

2Ft 20W Al Wound

FTL 18/20W 230V Rs. 215

4Ft 40W Al Wound

FTL 36/40w 230V Rs. 250

4 Ft 40W VPIT Copper

FTL 36w/40W 230V Rs 300

 Classic plus

Type Wattage Ballast Lamp Rated Voltage

MRP

4Ft 40W VPIT FTL 40W/36w

230V Rs. 275

  Value Plus Range: Prima:

Type Wattage Ballast Lamp Rated Voltage

MRP

4Ft 40W VPIT Copper

FTL 40W/36w

230V Rs. 350

 Insta:

35

Type Wattage Ballast Lamp Rated Voltage MRP4Ft 36W Electronic FTL 36W 230V Rs. 350

 Prima Marvel:

Type Wattage Ballast Lamp Rated Voltage

MRP

4Ft 36W VPIT Copper FTL36W 230V Rs. 5752Ft 18W VPIT Copper FTL 18W 230V Rs. 450

 Decorative Range: Insta Star

 Type Wattage Ballast Lamp Rated

VoltageMRP

4Ft 36W Electronic FTL36W 230V Rs. 430 Spectrum

 Type Wattage Ballast Lamp Rated

VoltageMRP

4Ft 36W Electronic FTL36W 230V Rs. 690 Prism

 

Type Wattage Ballast Lamp Rated Voltage

MRP

2Ft Prism 14W Electronic FTL 14W 230V Rs. 6904Ft Prism 28W Electronic FTL 28W 230V Rs. 840

 Symphony

36

 

Type Wattage Ballast Lamp Rated Voltage

MRP

2Ft 14W Electronic FTL 14W 230V Rs. 6504Ft 28W Electronic FTL 28W 230V Rs. 750

 Insta Delite

Type

Wattage Ballast Lamp Rated Voltage MRP

4Ft  28W Electronic FTL 28W 230V Rs. 850 Rhythm

Type Wattage Ballast Lamp Rated Voltage MRP4Ft 36W Electronic FTL 36W 230V Rs. 790

 Duolite

Type Wattage Ballast Lamp Rated Voltage MRP2Ft 14W Electronic FTL

14W 230V Rs. 820

 Magma

 

Product Lamp Ballast Rated Voltage MRPMagma

11W11W PL Electronic 230V Rs. 450

Magma 36W

36W PL Electronic 230V Rs. 700

 

37

Crystal 

Product Lamp Ballast Rated Voltage

MRP

Crystal 1X9W PL Electronic 230V Rs. 650

 Moonlite

Product Lamp Ballast Rated Voltage

MRP

Moonlite 2X9W PL Electronic 230V Rs. 900

 Saffire

   

 

Type Wattage Ballast Lamp Rated Voltage

MRP

2Ft 14W Electronic

FTL 14W 230V Rs. 650

4Ft 28W Electronic

FTL 28W 230V Rs. 800

 Octave

 

 

Type Wattage

Ballast Lamp Rated Voltage MRP

2Ft 14W Electronic FTL 14W 230V Rs. 6004Ft 28W Electronic FTL 28W 230V Rs. 700

38

 Flipper

 

 Type Wattage Ballast Lamp Rated Voltage MRP2Ft 14W Electronic FTL

14W230V Rs. 750

 Onyx 

Onyx is the best replacement for MR16 halogen lamps. It does not generate any heat and lasts up to 10000 hours. It is available in colors of  6500K cool daylight and 2700K warm light. Onyx is priced at Rs. 400. Ballasts: Aluminium

Type Wattage

Voltage

Winding Suitable for Lamp

MRP

Heavy Duty Polyster

20W 230V Aluminium FTL 18/20W Rs. 130

Heavy Duty Polyster

40W 230V Aluminium FTL 36/40W Rs. 130

 Slim Copper

Type Wattage Voltage Winding Suitable for Lamp

MRP

VPIT Copper

40W 240V Copper FTL 36/40W Rs. 200

VPIT Copper

20W 240V Copper FTL 18/20W Rs. 200

 Prima

39

Type Wattage Voltage Winding Suitable for

LampMRP

VPIT Copper

40W 230V Copper FTL 36/40W Rs. 240

 Insta

Type Wattage Voltage Winding Suitable for

LampMRP

Electronic 40W 230V Electronic FTL 36/40W Rs. 250

 PL Choke

Type Wattag

eVoltage Winding Suitable for

LampMRP

Copper 13W 230V Copper CFL 13W Rs. 140Copper 18W 230V Copper CFL 18W Rs. 160

 Classic Plus

Type Wattage Voltage Winding Suitable for

LampMRP

Aluminium Slim

40W 230V Aluminium FTL 36/40W Rs. 150

40

RESEARCH METHODOLOGY

Research Problem Research Objective Information Requirement Choice Of Research Design Research Instruments Used Products & Sample Size Field Work

1) Research Problem

41

Collection Of Data Consumers sometimes give wrong information Consumers are sometimes disintrested in filling up of questionnaires Limitation of Time and Money

2) Research Objective To know the demand for CFL’s To understand the CFL market share and the leading brands To check the consumer awareness about CFL’s under Wipro Brand To gauge the consumer likes and preference for CFL’s

3) Information Requirement Consumer preference for product Level of market penetration of Wipro CFL’s

4) Sources Of Information Questioners Personal Interaction with retailers Internet Information Provided by Sales Executives

5) Products & Sample Size Product: Wipro Smartlight CFL Sample Size: 30

6) Field Work Visited the areas from ghatkopar to mulund in the central line and

made people fill up my questionnaires. I used the Random Sampling Method for my survey. Also I had interactions with the retailers from where the consumers brought the CFL’s for more insight about the preferences of consumers. Even the sales executives of Wipro helped me find out the exact sales of Wipro.

42

Limitations of Research:

1. Research is based on the collection of data from both primary and secondary sources.

2. There may be a possibility of biasness on the part of some respondents, but very much care has been taken to make this report unbiased.

3. Some respondents might not give the correct information due to their lack of interest and shortage of time.

4. Time constraint. 5. All the information, which is taken, is biased on primary and secondary

data that has its own limitations

43

DATA ANALYSIS & INTERPRETATION

Sample Size: 30

Findings and Data Analysis

1) Age Group of Consumers

AGE GROUP NO. OF CONSUMERS20-30 530-40 440-50 1650-60 5

44

TOTAL 30

2) Brand Preference of Consumers

45

Various CFLS'S

0 10 20 30 40 50 60

Any BrandBajajPhilipsWipro

3) Why do you use CFL’s?

46

Cost Efficiency38%

Long Life29%Attractive

2%

Less Main-tanance Cost

31%

Reasons For Using CFL's

Analysis: - Consumers mostly use cfl’s because of its cost efficiency and its low maintenance cost.

4) Decision Maker In Buying CFL’s

- Married Couples: - Husband (Around 90%) Wife (10%)- Unmarried: - Parents (100%)

Analysis: - Here we can clearly see that the target audience for cfl’s is mostly Men

47

5) Where do you Buy CFL’s?

13%

45%

32%

6%

3%

Various Outlets

Kirana StoresMallsElectrical StoresWhole Sale MarketsAnywhere Available

Analysis: - Consumers mostly prefer to buy cfl’s from Malls due to the higher influence of modern trade these days. Also a great number of consumers prefer to buy from reputed electrical stores.

6) Criteria for Buying CFL’s

48

Brand Name21%

Quality47%

Price14%

Guarantee19%

CRITERIA

Analysis: The main criteria for choosing any brand is the perceived quality regarding the brand

7) Expected Price• The Consumer Has The Following Expectations:- Should Be Affordable To Middle Class Should Be At Par With Other Leading Brands Should Not Be Subject To High Fluctuations

8) Satisfaction Level of Consumers With their existing brand

49

Wipro Phillips Bajaj Others8486889092949698

100

Level Of Satisfaction

MaybeNoYes

Analysis:- Phillips has a good loyal customer base

9) People Aware/Used Wipro CFL’s

50

20%

80%

Customers

Used Not Used

Analysis:- There is a very low level of brand awareness for Wipro CFL’s

10) Consumer Expectations

• Durability• Standardized Quality• Cost Efficient• Better After Sales Service• Longer Life• Attractive Models• Energy Saving

DISCUSSION AND IMPLEMENTATION

My analysis was undertaken for analyzing and knowing the consumer buying pattern for CFL’s and to know the preference of the customers towards Wipro CFL’s.

51

FACTS AND FINDINDS

From the above analysis I found out that:

1. The customer is firstly unaware regarding the efficiency of CFL’s.2. The Consumers who buy CFL’s are mostly aged between 40-503. Wipro has a very low brand recognition for its CFL’s.4. People mostly prefer Phillips over Wipro due to high level of recognition

and also because Phillips is a GE product which is a brand by itself for electrical products.

5. The consumer had various expectations and had a perceived image for CFL’s and the various brands offering CFL’s.

6. The target audience for CFL’s is mostly Men7. The satisfaction level for Phillips CFL’s was comparatively more than

Wipro CFL’s8. Due to a great impact of Modern Trade today people prefer to buy CFL’s

mostly from Malls and then closely followed by electrical outlets

CONCLUSION OF THE ANALYSIS From the above analysis and findings thereby, the company has definitely a good market share and the customer base is in growing. Thought it faces a stiff competition from reputed brands like Phillips, the company has its own set of customer base. If the company directs some more efforts towards the advertising

52

and brand promotion of its CFL’s the company can definitely capture a greater market share.

LIMITATION OF THE STUDY

1. Research is based on the collection of data from both primary and secondary sources. 2. There may be a possibility of biasness on the part of some respondents, but very much care has been taken to make this report unbiased.

53

3. Some respondents might not give the correct information due to their lack of interest and shortage of time. 4. Time constraint. 5. All the information, which is taken, is biased on primary and secondary data that has its own limitations. 6. Most of the respondent’s especially female respondents are reluctant to share information 7. This research was conducted with a small sample size and in a limited area of thane and ghatkopar so it was difficult to predict the consumer behavior and perceptions on the bases of only small sample.

SCOPE AND SUGGESTIONS

• Proper and adequate Sales Promotion needs to be done as most of the consumers are ignorant about Wipro CFL’s

54

• TV Advertisements should be done as consumers connect with the TV advertisements at a greater level

• As the buying decision is generally made by men, print advertisements should be done in business magazines and journals

• Wipro CFL’s should be positioned in the minds of consumers as energy and cost saving device.

• Newer Variants and attractive designs should be developed as consumers expect something which would be attractive and elegant

• After Sales Services Should is to be provided in case of defects in the product.

• A separate department should be set up to resolve the complaints faced by the customers.

• Price of Phillips and Wipro is almost the same. So Wirpo can launch a separate CFL with a slightly higher price with an innovative design and better features so that it can target the ellite customers and can establish a premium brand.

• The Retailer can greatly influence the decision of the consumers. So a slightly higher margin should be paid to the retailers so that they can push our product more.

• More dealers should be appointed so that there is continuous flow of our product.

REFRENCES

Books:

55

1. Philip Kotler-“Marketing Management”–13th Edition-Page no: - 50-52, 97-101,144-153,159-166,181-183. Published by Dorling Kindersley (India) Pvt Ltd.2009

2. C.R. Kothari-“Research Methodology”-Second Edition-Page no: - 5-12, 31-38, 55-57, 95-104. Published by New age international Pvt Ltd.2004

Internet:

www.wiprocclg.com www.wipro.com www.wikipedia.com www.google.com www.marketingpractice.blogspot.com

56

Annexure

Questionnaire

Consumer Buying Behavior Pattern for CFL’S

Dear Sir/Madam, I am conducting a Survey on Consumer Buying Behavior for CFL’s. Please help me in this survey by filling the Questionnaire given below. Your Co-operation will be highly obliged.

Name: -__________________________________________________________

Age: - ______

57

1) Which Brand of CFL’s do you prefer?

2) Why do you use CFL’s?a) Cost Efficient c) Attractiveb) Long Life d) Less Maintenance Cost

3) Who is the decision maker for buying CFL?

4) Where Do you buy CFL’S?a) Kirana Store c) Mallsb) Dealer Outlets d) Whole sale market

5) What are the criteria for your purchase?a) Brand Nameb) Qualityc) Costd) Guarantee

6) What is your expected Price for CFL’s

58

7) Are you satisfied with you current brand of CFL?

a) Yesb) Noc) Maybe

8) What are your expectations from CFL?

9) Have you used Wipro CFL’s?

a) Yesb) No

10)Would you like to give any suggestions?

Thank You!

59

60