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Summer Internship Report on

Significance of Luminous Power Man Club Program:

Prevailing Challenges & Solutions

At

Luminous Power Technologies Pvt. Ltd. Kolkata

Prepared By:

Gopal Kumar

Enrollment no. 13DM041

Batch 2013-15

Under the Guidance of

Academic Guide Corporate Guide

Prof. Dr. Tanmoy De Mr. Sridip Banerjee

Associate Professor (Marketing Area) GM Sales, East

Luminous Power Tech.

As a Partial fulfillment of PGDM Programme of

Institute of Management & Information Science

Bhubaneswar

June-July’ 2014

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Acknowledgement

I would like to express my sincere gratitude to my faculty guide, Prof. (Dr.)Tanmoy De.

Whose guidance helped me complete this project I again take this opportunity to

express my deep regards to him for the exemplary guidance, constant monitoring and

encouragement throughout.

Next I would like to thank my corporate guide Mr. Sridip Banerjee, GM Sales (East)

for having faith in me and being helpful providing all the resources for the project. His

unique way of evaluation on conference phone call always inspired me to say location

is no longer a barrier for a meeting with the team. His guidance, valuable information

and motivation have been vital in successful project completion.

I shall also be thankful to the company personnel of Luminous Power Tech. for their

support during the project work in the respective domains.

I truly appreciate my co-interns Mr. Jecko Jacob Jose, Mr. RaviRanjan Kumar & Mr.

Saibal Dutta for taking out valuable time to share and solve problems via brainstorming.

At last I thank almighty, my family members & friends for their motivational &

emotional support, without which project wouldn’t have completed.

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Declaration

I do hereby declare that project report entitled “Significance of Luminous free hit

Program: Prevailing challenges & Solutions” is based entirely on my work carried

out during the Internship programme of PGDM with Luminous Power Technologies

Pvt. Ltd. Under the guidance of my corporate guide Mr. Sridip Banerjee (GM Sales,

East) and my academic guide Prof. (Dr.) Tanmoy De, Professor Marketing.

I further declare that derived findings, conclusions drawn and suggestions mentioned

are the outcome of this project work to the best of my knowledge.

Date: (Gopal Kumar)

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Contents

Chapter Contents Page No.

Executive Summary

I. Company Profile 6-8

II. Objective 9

III. Product Profile of Luminous 10-11

IV. Power Man Club “Free Hit” Programme Details 12-18

V. Prevailing Challenges 19

VI. Trade Partners Feedback 20-21

VII. Competitors Analysis 22

VIII. Streamlining the programme 23

IX. Findings 24-25

X. Limitations 26

XI. Conclusion and Further Scope 27

References 28

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Executive Summary

This report focus on the major factors causing “Luminous Free Hit” Loyalty program,

a non-success in Bihar.

Home electrical products buying has a major influence of electricians rendering their

services in that locality. So as to drive more sales and promote the products Luminous

believed in People to People Marketing and adopted “FREE HIT” electricians loyalty

program.

Project was based personal interactions with electricians enrolled across the states

through personal or telephonic interviews.

Objective of the study is to find major causes of non-promotion by electricians enrolled.

During project all electricians were called to share their opinion about the “Free Hit”

Programme and disclose if they find any flaws.

Major reason of non-promotion came out as difficult registration process, non-

distribution of loyalty cards and infrastructural issues with the company. Possible

measure company may opt are to focus on operational efficiency, Have an intense

follow up, deploy dedicated human resource to handle the Loyalty Programme.

Company should also work on relationship building with enrolled members to beat the

poaching by competitors.

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I. Company’s Profile

Founded in 1988, Luminous Power Technologies (P) Limited today is a leading

company with a differentiated portfolio of solutions for packaged power, diversified

generation, electrical control & safety and energy optimization.

With over 5000+ employees, 8 manufacturing units, 28 sales offices and more than

55,000 channel partners; Luminous apart from its dominating position in the domestic

market also has a strong foothold worldwide. Awarded with the 'Global Super brands'

status for the year 2011-12, ISO 50001:2011 certification and MNRE:CRISIL

recognition, Luminous is passionately committed to bring uninterruptible and alternate

power solutions to the customers that makes their life comfortable and efficient.

Luminous apart from its dominating position in the domestic market also has a strong

foothold in over 32 countries worldwide. It’s Global Technology Centers Located in

India, United States & China Deliver Cutting Edge Technology that goes into making

every Luminous Product a Class Apart from its Competitors. Taking advantage of its

new parent’s global product and technology platform, Luminous has ventured in

electrical product space. The offerings include electrical wires and cables, wiring

protection devices such as MCBs, RCCBs (types of circuit breakers), distribution

boards, all types of fans and modular switches. Luminous Power technologies is also

focusing on renewable energy in the form of solar panel and solar home lighting. It also

aims to offer various solar applications to rural India as an alternative power solution.

It offers enterprise solutions that include power conditioning and emergency power,

network and connectivity, site integration, and data center solutions, as well as

integrated infrastructure solutions. The company serves various clients, such as

corporations, telecommunication companies, banking and finance companies,

government organizations, press and media companies, hotels and airlines, medical and

diagnostic clients, and engineering and projects.

Vision: "Passionately innovate to make life comfortable and efficient."

Mission: "Be the brand of choice for products and services that generate, control, store

and use electricity efficiently. Through passionate people we innovate to consistently

deliver a tangible competitive advantage in reliability, service and cost.”

Core Values: Customer Delight through Innovation & Passion with focus on Execution

Teamwork (Togetherness).

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Key executives for luminous power technologies private Limited.

Founder : - Mr. Rakesh Malhotra

MD : - Mr. Manish Pant

CEO : - Mr. Arun Nagpal

CFO : - Mr. Brij Bhushan Nagpal

CTO : - Mr. Ajoy Datta

Company’s Timeline

1988: Company founded by Rakesh Malhotra with 3 people

1991: First Luminous Inverter rolled out

1994: First Luminous UPS got manufactured

2000: First Luminous product exported

2004: First battery manufacturing plant came into existence

2004: Tie-up for battery technology with Eagle Picher Inc. US

2005: Luminous awarded with Consumer World Award 2005

2006: Tie-up with Hyundai, formation of Hyundai Power Product

2006: Luminous awarded with Consumer World Award 2006

2007: Got Industry Leadership Award from Frost & Sullivan

2007: Luminous awarded with Consumer World Award 2007

2007: 1st Manufacturing facility outside India (Lang Ming, China)

2008: Luminous awarded with Consumer World Award 2008

2010: Sachin Tendulkar appointed as the brand ambassador of Luminous

2011: Luminous - Schneider Electric Joint Venture

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2011: Luminous stepped into the Electrical product space – Offers Fans, Switches, Wires & Cables, MCBs, RCCBs & Distribution Boards 2011: Solar applications were introduced – Offers PV Modules, Solar Battery, Solar Home Lamp system, Solar Lantern, Solar Charge controller, Solar Cracker and Solar Home UPS

2012: Luminous awarded Super brand status

2012: ISO 50001:2001 rating and MNRE : CRISIL Recognition

2012: Luminous got Quality Brand Award 2012-14

2012: Rashtriya Udyog Ratna Award given to Mr. Manish Pant, MD, Luminous

2012: Luminous got SME Channel Connect & Achievers Award 2012 – Received in‘Best Home UPS’ Category 2012: Luminous got SME Channel Connect & Achievers Award 2012– Received‘Best Inverter Battery’ Category 2012: Best Power Back-up Solution Provider Company – Awarded to Luminous based on the study conducted by VAR India publication house

2013: Luminous shortlisted by Agency for Non-Conventional Energy and Rural Technology(ANERT) as a preferred agency for Solar Roof Top Solutions in Kerala

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II. Objective of the Study

To know the reasons behind lack of promotion of luminous product by instillers

To Compare competitor’s loyalty Programme for wooing the instillers

To get trade partner’s feedback about the free hit Programme

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III. Product profile

Following are the products which provide coupons to the instillers. These

are also termed as electricians involvement product (EIP).

Fans

Modular Switches

Final Distribution Products

Wires

Fans

Designer fans:- Luminous' fans bring the best of style and performance to your home

and office. They are designed to work even under low voltage conditions, and maximize

air circulation. With high speed, aerodynamic blades and attractive designs, they add life

to your living and work spaces even as they freshen and cool every corner.

Modular Switches

Stylish and Practical Modular Switches

Luminous CLARA switches unite elegance and practicality in a modular package. Silver-

inlayed contacts and durable dollies with a spring-free mechanism are built to withstand

extensive wear and tear, and will not malfunction from ordinary use. It's all the small

details that set Luminous CLARA apart—like fan regulator knobs that turn equally

smoothly in both directions; and LED indicators that last 10,000 burning hours.

Distribution Boards (DB) Products

With the changing electrical world, the ways of final low voltage distribution in

industrial, commercial & residential sectors are also changing. As the demand for

electricity is increasing, improved operating safeties, greater convenience with operating

cost management are the prime needs. The NeoBreak range is "inspired innovation for

round the clock protection"

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Standard DB Range

SPN DBs-4,6,8,12 and 16 Ways

TPN DBs -4,6,8,12 Ways

Per Phase Isolation DB*

Flex Tier DB

Phase Segregated DB*

Vertical DB with MCB VC*

Specially customized DBs*

Wires:-

Luminous' wide range of wires and cables give you the freedom to select a product

that's ideal for your needs. And no matter what you choose, you can depend on the

quality associated with the Luminous brand. We also make special-purpose wires and

cables based on customers' specific needs.

Luminous provides complete cable solutions for industries covering a wide variety of

applications. Choose from different variants and types of polymer for insulation, inner

and outer sheath, conductors, shielding and braiding, and other features. Beside

construction applications, special cable designs can also be ordered for your specific

needs. Our products all conform to IS 1554, IS 7098.

Luminous wires are made up of 99.9% electrolytic grade copper and FR grade

virgin PVC, thereby ensuring fire resistance and safe distribution of electricity.

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IV. Luminous Free Hit Program

A loyalty program run by Luminous Power Tech. for electricians is an approach based

on Influencer Marketing, which taps the electrician working in specific area for their

branding and product marketing. These electricians have been recognized as

independent entities and beneficiaries, who influence the consumers buying decision

specifically to the company’s products. They don’t exist in supply chain or neither are

they stake holders. So they can be termed as “Instillers”. Luminous Power Tech. has

outsourced an agency Evolve Brands Pvt. Ltd. A Gurgaon based marketing agency to

provide operational & Infrastructural support for the program. It is a four stage

process-

An Invitation

Power man Club Meet

Enrollment

Fund Transfer

An Invitation

A preliminary process that starts with mapping all electricians working in the specific

areas by TSRs (Territory Sales Representative) with the help of Distributor, Dealers &

Retailers. Post analysis (40-50) selective electricians are sent invitations for one meeting

containing Venue, Date & Time for the meeting and bring their govt. issued ID proofs

along with two color photographs.

Power Man Club Meet

On the day of meet electricians are explained benefits of Luminous FREE HIT

program through a Power point presentation. They are also shown a short movie clip

of 20 mins, which explains the long term benefit and rewards of the loyalty program.

Company promises that their work would be evaluated quarterly, if they perform then

they would be taken for one week Technical Training in Kolkata, which company has

collaboration with National Skill development Corporation, Govt. of India. Upon

Successful completion of the training they would be rewarded with a certificate of

accomplishment.

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Enrollment

Enrollment comprising docs. Collections from prospective members, forms filling,

Intense Scrutiny to avoid any possible errors by TSR, Sending completed forms to the

agency (Evolve Brands) & ICICI Banks for card issuance. This process takes a fortnight

and agency sends the packet containing members luminous ID card, ICICI Bank

prepaid debit card, welcome letter cum instruction sheet for coupons registration

procedure. Then CSA after assortment of the cards district wise sends it to the

Distributors.

Funds Transfer

Once enrolled members receive their cards then they have to register coupons that they

find inside the products by either sending an SMS/or calling an MSE (Missed Call

Engine) Number from their registered mobile. These numbers are mentioned on the

coupon as well as their Luminous’s ID card.

1. SMS the unique code received in the product 08800654242 or

2. Give us a missed call at 0124-3959400 to report the code

Agency keeps track of the coupons registry by the members and sends conformation

SMS to the member upon successful registration. Then convert points accumulated by

the members twice a month and company credits money to the members account linked

with the membership account.

Docs. Collection+Form

Filling

Scrutiny by TSR+Sending it to

Agency & Bank

Agency Issues Card & Sends it to the CSA(C&F)

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In the points accumulation process one point equals one rupees (INR).

Transaction Diagram

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Free Hit Programme Details as on Jun 2014

The task was to check the significance of the loyalty program being run by the company,

solve & escalate issues with regards to Free Hit Programme in the state of Bihar.

Database provided by the company contained following details

Non Active 1561 78%

Active 452 22%

Total 2013 100%

These instillers were from following Territories of Bihar-

North Bihar

1.Muzaffarpur

Shri Subham Electricals

Mithanpura Club Road Ramna Musahrt

Muzaffarpur

2.Darbangha

Aparajita Sales

Poonam Cinema Road Behind Nanak Gas Agency

Lalbagh Darbhanga

3.Madhubani

Electric Centre

Opp. Shankar Talkies

Madhubani, Bihar

Non Active 80

Active 32

Total 112

Non Active 97

Active 31

Total 128

Non Active 87

Active 32

Total 119

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4.Purnea

City Hylam

Hotel Pankaj Complex Bhatta Bazar

Purnea, Bihar

South Bihar

1.Aurangabad

Gima Enterprises

Near Devi Mandir Shahpur Road

Aurangabad, Bihar

2.Bhagalpur

Bihar It Compare

Bhikanpur Gumti No.-2 Moti Mishra Lane

Bhagalpur, Bihar

3.Gaya

R.S. Enterprises

Near Godown More

Town Block, Gaya Bihar

4.Rohtas

Vishal Electric & Electronics

Rohtas Bihar

Non Active 94

Active 27

Total 121

Non Active 65

Active 18

Total 83

Non Active 162

Active 49

Total 211

Non Active 144

Active 46

Total 190

Non Active 47

Active 10

Total 57

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5.Sheikhpura

Dadi Jee Enterprises

Barbigha, Sheikhpura

Central Bihar

1. Ara

Reeta Electronics

Jail Rd. Ara Bhojpur

2. Nalanda

Rajdhani Electricals

College Rd.,Sohsarai

Bihar Shariff, Nalanda

3. Patna

Girija Enterprises

Rd.no. 3, Sanjay Gandhi Nagar

Hanuman Nagar Patna

Ekta Sales Mithapur Patna

4.Rafiganj

New Light House

Main Rd. Aurangabad ,Rafiganj

Non Active 74

Active 29

Total 103

Non Active 88

Active 32

Total 120

Non Active 127

Active 38

Total 165

Non Active 254

Active 66

Total 320

Non Active 79

Active 08

Total 87

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5. Vaishali

Sakshi Enterprises

Sadanand Market Gudri Road Rajendra Chowk

Hazipur, Vaishali

Non Active 163

Active 34

Total 197

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V. Prevailing Issues with the program

Instillers interaction of different districts indicate following challenges to

be acknowledged on priority-

Technical

Technical challenge refers to the call centre failing to call back the electricians

desiring to register the coupons due to calls getting abandoned with MSE server.

SMS server also responds weird due to congestion.

Infrastructural

Call Centre Executives warn electricians not to call more than once, while they

were not communicated about the technicalities of the MSE server. They insist

on SMSs. Registration Process is over all too long. For an instance if we assume

one electrician has got 40 coupons to register. It would take at least (40*40

secs=1600 i.e. 27mins approx.).Members also don’t find transparency in the

whole process as there is no way out to track the accumulated points from their

end until company sends them conformation SMS.

Supply

Electricians also have common complain about the products not being available

at suburban counters. Fast Moving products are 2.5 mm wires which retailers

faced stock out in Patna, Hazipur, Nalanda, Ara for over 3 months and Rapid

fans which was a seasonal product also had stock out. So electricians even they

wanted to push sales but could not due to stock out.

Trade Partners Challenge

Trade Partners when they were given the cards for distribution, they didn’t feel

it was important. As a result they kept all the cards with them and that resulted

into high number of non-active electricians.

Customer Service

Company didn’t have any follow ups after meet. Company doesn’t have a

dedicated customer service helpline for the loyalty program. Electricians were

finding it in-transparent as they were not left with any means of double checking

the points accumulated in their accounts whenever they wanted.

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VI. Trade Partners Feedback

Trade Partners involved with this programme are mainly Distributors and Dealers of

different territories. They play a vital role in the loyalty programme as they are the faces

of the company in instillers mind and any feedback good or bad, members directly go

to them. While on project Trade Partners were also approached to express their view

regarding Free Hit Programme.

Incomplete Product Portfolio: Trade partners had a common complain of product

portfolio being incomplete. They specifically mentioned that company offers only

modular switches, which is demanded only in the urban market projects. So even they

try to push but customers are not ready to buy those in Bihar Market. Electricians and

customers both are confused with company offerings.

Supply Issue: Company’s demand forecasting system is not able to meet the present

demand. Especially Distributors and Dealers in South Bihar struggle with the supply.

High Moving Products such as Rapid fans, Wires (1.5, 2 and 2 mm) have faced stock

out for over 2 months.

Outsourced Vendor Production Policy: Company’s outsourced vendor production

policy creates quality issue. They referred to the incident occurred in Feb.2013 when

after wiring wires turned black within 2 weeks. Because of that company lost electricians

trust in quality.

Local Promotion Issue: Company except flex boards, has not been able to find ways

of engaging customers through local level promotion. That may be done through

events. This results into trade partners have to put in their money alone for promotion.

This is majorly done by incentivising sales made by electricians and retailers to achieve

their sales target.

In shop Branding: In shop branding request is pending since last 18 months. Shops

were mapped for in shop branding and requests were sent too but nothing has

happened so far except flex boards fitment at the counters.

Sales Representative not very responsive: Trade Partners also added further that

TSRs make visits for the payments. Their contribution in secondary sales is zero. When

they approach they don’t seem to be very responsive in providing solutions.

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R & R scheme: Reward & Recognition scheme is limited to company personnel.

However reality is that it’s them who help company survive in the market. Ideas brought

in by trade partners are not discussed in the meetings.

Dominating CSA (Central Sales Agency): CSA is very dominating in Bihar. As they

have to be in line with them from order taking to payments. But their main focus is to

help Ekta Sales only be it supply, leveraging collection period or special offers etc.

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VII. Competitors Analysis

Company’s main competitor in Bihar market for Loyalty Programme is Havells. They

have a well-organized Loyalty programme running by the name of Havells power plus

Programme.

Comparative Analysis of Havells power plus and Luminous Free Hit

Features/Benefits Power Plus Free Hit

Eligibility Retailer/Electrician and Electrical Contractor

Electricians and Electrical Contractor

Registration Online, Through DBs/Dealers, SMS, Telephonic

Only through electricians meet

Points Accumulation All products EIP (electricians involvement Product) only

Customer Service Dedicated helpline NA

Follow Ups Every Fortnight NA

Trust Immense due to brand equity

Poor, Acceptability only due to PR

Redemptions Facility May redeem it for holiday packages, automobile, electronics, mobile top ups, home accessories, utility bill payments, personal accessories, vouchers

Only cash via Direct Deposits

Local Sellers: Local sellers are exploiting the market to a greater extent due to

integrated cash reward scheme for selling their products. Companies like greatwhite,

polycab etc. have coupons inserted inside the pack. Those are redeemable right away

with even retailers and then company adjusts it under credit note with their bills.

Immediate cash reward influence the electricians to sell their products more.

Company’s competitor’s strategy towards the loyalty programme doesn’t seem to be

effective. Company has to combat to come up with a flexible programme. That may

actually attract the target group.

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VIII. Findings

Beginning of the project

Attributes Members Enrolled

% of Total

Active 827 22.6

Non Active 2825 77.4

Not Received card 1695 46.4

Unaware of the Program me

1130 30.9

Total 3652 100.0

22, Active, 452

78, Non Active, 1561

84, Not Received card, 1695

31, Unaware of the Programme, 624

Beginning of the project

Active Non Active Not Received card Unaware of the Programme

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Personal interactions with non-active instillers and motivated them to

activate the card and also helped them understand the registration process.

At the End of the Project

Attributes Members Enrolled % of Total

Active 1350 67

Remained Non Active 663 33

Received Card 1510 75

Promoting Luminous 1350 42

Promoting Other Brands 503 25

Promoting but Dissatisfied with the Process

1601 80

Not Promoting Due to Tiring Process

512 25

Will Promote Highly if Cash Incentive

1879 93

Members Could Not be Traced 350 17

Total 2013 100

Active, 1350

Remained Non Active, 663

Received Card, 1510

Promoting Luminous, 1350Promoting

Other Brands, 503

Promoting but Dissatisfied with

the Process, 1601

Not Promoting Due to Tiring Process, 512

Will Promote Highly if Cash

Incentive, 1879

Members Could Not be Traced, 350

AT THE END OF THE PROJECT

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IX. Streamlining the Programme

Concerned Areas

Identified flaws with free hit Programme are

Trade Partners Non-Cooperation: Trade partners are not excited about the

company’s initiative of the loyalty Programme. This is very much visible at the counters

when electricians come to place order they don’t offer luminous’s product unless

specifically asked. Extra work being imposed on them for card distribution and

objection handling regarding free hit Programme but there is no margin for the

additional resources deployment, and efforts.

Cloudy Operation: Loyalty Programme demands a dedicated helpline to acknowledge

the queries and concerns of members else they go to the DBs/Dealers seeking answers.

Which gives negative impact on their sales as well as relationships that they have built

with electricians.

Non-responsive Company Personnel: TSRs core job is to help company increase

sales but they are being dragged into handling loyalty Programme. It has affected their

performance achieving sales target.

Inefficient Technical Setup: Company’s inefficient technical setup for operating the

Programme has resulted into 25% of total enrolled members are not still not interested

promoting luminous products and 80% out of total active members are promoting yet

dissatisfied with the free hit Programme due to overall process is too long.

Possible Measures and Solutions

Company has to focus on operational efficiency

Intense follow up required by the sales team

Company has to keep hitting electricians mind through nukkad/counter meeting

at least once in every 2 months

Deploy dedicated resource if possible to handle the loyalty program

Immediate modification is required in the coupon registration process

Company may plan BTL promotion at local level(state specific via events)

Need to work from building trust perspective

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X. Limitations

Although it was never the intention to evaluate trade partners contribution in the Free

Hit Programme but it turned to be impossible due to their strong and influencing hold

on electricians. This is a limitation as it was instructed by the corporate guide to have

their least involvement in order to get the legitimate causes of Free Hit being less

significant.

Personal interaction with enrolled members randomly across the state and time for

project completion was only 9 weeks.

Limited resources was a challenge too. As the project required 150 kms travel every day

for visiting different territories but company promised to reimburse the travelling

expenses post project completion.

Corporate guide expressed his regret after asking the sales data to analyze the relation

between sales and electricians performance also to know what would be per electrician

contribution, once loyalty Programme becomes a success.

The limitations of this project must be kept at the forefront. It is against these that any

conclusions and suggestions must be considered and framed. Every effort was made by

intern to address these issues, but some were beyond the scope and control.

Nevertheless, the conclusions and suggestions add to the understandings of

“Significance of Luminous Free Hit Programme”.

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XI. Conclusion and Further Scope

Conclusion

The study conducted at Luminous Power Tech. Pvt. Ltd. Which is a pioneer and market

in the domestic market for Inverters, also has forayed into HEB (Home Electric

Business), 3 years ago. Company has adopted a significant step of promoting HEB

products through electricians by enrolling them into their Free Hit Loyalty Programme

and providing incentives to them through direct deposits. Programme is less significant

at present, however implementation of suggested measures will turn the Programme

successful and help company exploit the market in this segment.

It was found that company has a good working environment and cordial relationship

with all departments & Trade Partners for smooth functioning of business and

achievement of organizational goal. Loyalty Marketing Programme was one of

revolutionary strategy taken by the company to promote its products also to act & react

to the market change quickly as their involvement is with the most influential entities

in the buying process.

Further Scope

The present study has been made to suggest and develop some tools which will be

useful to the company to have an effective Loyalty Programme. Current loyalty

Programme being offered by the competitors provide variety in terms of point

redemption. Luminous is under transition of merger with Schneider Electric for HEB

offering so in future company may leverage its limitations regarding investment on the

loyalty Programme to make it more customer friendly and offer variety to its members.

Study results reveal that loyalty Programme has not been able to engage the members

to the large extent but debating on the Programme design may produce some vital facts

to be reworked on.

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References

www.luminousindia.com

http://luminouspowerman.com/about-us.asp

http://www.havells.com/powerplus.html

Luminous Internal Database

Evolve Brands Database