The document is an internship project report submitted by Lakshya Kumar on his internship with Tata Power Solar. It discusses Tata Power Solar's brand marketing of solar power systems in India. It provides an overview of solar power in India, introduces Tata Power Solar and describes their vision. It also explains how solar rooftop systems work, the benefits of solar energy, and Lakshya Kumar's work promoting Tata Power Solar's brand during his internship through activities like market segmentation, meetings with customers, and SWOT analysis.

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The Power
of the Sun
is Yours
Lakshya Kumar
PORTFOLIO MANAGEMENT

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TATA POWER
Lakshya Kumar
Bachelor of Business Administration
Dezyne Ècole College, Ajmer
www.dezyneecole.com

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An
Internship training project report on
Brand Marketing of
“TATA POWER SOLAR”
Submitted to
Dezyne Ècole College
Towards
The partial fulfillment of
3rd
Year of Bachelor of Business Administration
By
Lakshya Kumar
Dezyne Ècole College
106/10 Civil Lines Ajmer
www.dezyneecole.com

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GRADE SHEET
DEZYNE È’COLE COLLEGE
106/10 CIVIL LINES
AJMER- 305001 (RAJ)
TEL- 0145-2624679
This project report of Mr. Lakshya Kumar of Bachelors of
Business Administration of 3rd
year program of BBA has been
graded as
Thanking you
Principal
(Seal & Signature)

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CERTIFICATE OF TRAINING

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ACKNOWLEDGEMENT
I, Lakshya Kumar, student of Bachelor of Business Administration 3rd
year,
of Dezyne E’cole College, would like to express my gratitude to each and
every person who has contributed in simulating suggestion and
encouragement which really helped me in successful completion of my
projects.
I express my sincere gratitude to Mr. Prateek Kapoor, (Reporting
manager), Mr. Ashok Tripathi, (Regional and sales manager, Rajasthan),
Mr. Surendra Prajapati, Mr. Inayat Khan, Mr. Yash Ojha and all the staff of
Tata Power Solar, Ajmer for supporting me and guiding me throughout my
internship.
I also take this opportunity to express my indebtedness to Mrs. Vinita
Mathur principal Dezyne Ècole College, Ajmer for her cooperation and
affectionate encouragement. I also thank to all my faculty members for their
suggestion and advice.
I thank Dezyne Ècole College who provides insight and expertise that
greatly assisted the project. Also, a special thanks to my teachers, parents,
and colleagues who have supported me at every step. Not to forget, the
almighty who blessed me with good health because of which I worked more
efficiently.
Thanking You
With regards
Lakshya Kumar

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INTRODUCTION
Management is not a new concept to us. Since the time of Ramayana and
Mahabharata, we have witnessed its presence. However, earlier
management was defined as a person quality. This doesn’t surprise us
considering the fact that earlier the sons had to follow in their father’s
footsteps and had to do what their fathers did. This ability of efficient
management considered as hereditary gift. However, as the world kept
evolving, various authors, philosophers and theorists put in a viewpoint that
management can be learnt as well.
Today, management studies is considered as a necessity for the
development of small and big organization and for the growth of great
economies.
There has been a constant realization by the industries that the current
managers are not competent enough to meet the industry requirements as
graduates today are more into bookish knowledge. Thus, the education
system shifted towards acknowledging the need for practical on field
learning so the study patterns were altered.
The new education pattern in BBA involves the student to undergo and on
the field training in an organization. This training will help him develop a
perspective of wholesome management of business activities and see how
they are interrelated. Thus, a student will have on the field knowledge so
when he enters the industry, he will provide efficient and skilled
management.

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SYNOPSIS
The project was undertaken during my internship at “TATA POWER
SOLAR” for a period of 3 months. I worked under a topic of Tata Power
Solar.
The project is focused upon what various means are available to Tata
Power Solar and which one they are using so as to let the customer know
about their existence.
This project is the reflection of what I learnt throughout my internship with
Tata Power Solar. It involves the customer interactions, cold callings and
BTL (Below the Advertising). I did, varying from the rural market cover to
the semi-urban segment, which will be helped Tata Power Solar to
understand its market and the customer with whom it deals.
Tata Power Solar deals in Residential, Institutional, Commercial & industrial
rooftops which involve a lot of investment and time as well as customer
interaction and follow back. Durable products are harder to sell where there
is a tough competition among sellers and where there are so many
competitors. This is why I choose Tata Power Solar as I was given the
opportunity to interact with the customer of all levels and sectors. It
provided me with challenges and helped me to learn customer behavior
from person to person.
This project is attempt to understand how to pitch in your product to
different customers in different way. It is no possible to include all the points
as marketing is a vast subject. I will focus upon the major factors involved.
Through this project, I am showcasing what I learnt from my internship.

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TABLE OF CONTENTS
1. SOLAR POWER IN INDIA
2. TATA POWER
• Introduction to Tata Power Solar
• History
• Vision, Mission and Values
3. OBJECTIVES OF TATA POWER SOLAR
• Business Highlights
• How Does Solar Rooftop Works
• Benefits of Going Solar
• Why choose Tata Power Solar
• ON Grid Solar System
• OFF Grid Solar System
• Types of Solar Panels
4. BRAND MARKETING
• Brand marketing channels
5. MY WORK AT OFFICE
• Market segmentation
• Personal meeting
• SWOT Analysis
• Conclusion
• Bibliography
6. ANNEXURE

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SOLAR POWER IN INDIA
Solar power in India is a fastest developing industry as a part of the renewable energy
in India. The country’s solar installed capacity was 50.303 GW as on 31 January 2022.
The Indian Government had an initial target to achieve more 20 GW by the year ended
2022.
India had established nearly 42 solar parks to make land available to the promoters of
solar plants. The Ministry of New and Renewable Energy had stated that further 36.03
GW of solar projects are under various stages of implementation and 23.87 GW are in
the trending process.
Rooftop solar power accounts for 2.1 GW of which 70% is industrial or commercial. In
addition to its large-scale grid connected solar photovoltaic (PV) initiative, India is
developing off grid for local energy needs.
Solar products have increasingly helped to meet rural needs, by selling “one million”
Solar Lanterns in the country, just to reduce the need of kerosene.
In year 2015 more then 1, 18,700 solar home lightning systems were installed and
46,655 solar street lightning installations were provided under a national program just
over 14 lakh solar cookers were distributed in India.
The International Solar Alliance proposed by India as founder member, is
headquartered in India. India has also put forward the concept of “One Sun One World
One Grid “just to increase the solar power on global scale.
During 2010-19, the foreign capital invested in India on Solar power Projects was nearly
about 20.7 billion US dollar.
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Top 5 states for solar power production in India
1. KARNATAKA – 7100 MW
The south western state Karnataka heads India’s list of states producing solar energy.
With total installed capacity of 7100 MW. Karnataka’s Pavagada solar park in Tumakaru
district is the second largest solar power plant in India.
2. TELANGANA – 5000 MW
The southern state Telangana comes second in terms of solar power capacity in India.
With a total installed capacity has reached about 5000 MW. This includes standalone
rooftop solar units as well as grid connected ones.
3. RAJASTHAN – 4400 MW
Rajasthan has highest potential for solar power generation than any other region states
in terms of in the country – but it still trails behind Karnataka and Telangana.
Its installed capacity of 4400 MW. Bhadla Solar Park in Jodhpur is currently the world
largest fully operation solar park with a capacity of 2245 MW.
4. ANDHRA PRADESH – 3470 MW
Andhra Pradesh claims to be the India’s largest state in terms of renewables
possessing about 10% of the nation’s clean energy capacity. With the installed capacity
of more than 3470 MW placing in fourth of the list.
5. GUJARAT- 2654 MW
Out of Gujarat current total renewable energy production of 9670 MW, about 2654 MW
is solar energy.
And it ranked top in India for domestic rooftop solar installations.

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7100
5000
4400
3470
2654
0
1000
2000
3000
4000
5000
6000
7000
8000
Karnataka Telangana Rajasthan Andhra Pradesh Gujarat
Production
in
Mega
Watt
(MW) Solar Production in India

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2
Tata Power Company Limited is an Indian electric utility company based in Mumbai,
Maharashtra, India as a part of the Tata Group.
The core business of the company is to generate, transmit and distribute electricity.
With an installed electricity generation capacity of 10,557 MW, it is India’s largest
integrated power company.
Tata Power has ranked 3rd in 2017 Responsible Business Ranking developed by IIM
Udaipur.
Tata Power became the first Indian company to ship over 1 GW solar modules.
Tata Power is an electricity utility industry, Founded in 18 September 1919 by the
“DORABJI TATA”. Its head office located in Bombay House, 24 Homi Modi Street
Mumbai Maharashtra, India.
It provides products like electrical power and natural gas, and it also provide services
like electricity generation and distribution, natural gas exploration, production and
transportation and distribution.
Tata Power is one of the India’s largest integrated power companies, present across the
entire power value chain of conventional and renewable energy, power services, and
next- generation customer solutions including SOLAR ROOFTOP, EV CHARGING
STATIONS, and HOME AUTOMATION.
Tata Power, together with its subsidiaries and joint entities, has 12772 MW of
generation capacity where 30% comes from clean and green sources. They look to
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shape the future through green initiatives. From energy saving power services, to make
India EV ready with multi city EV charging stations and being India’s #1 rooftop solar
provider, Tata power is continuously delivering green technology for smart consumer.
INTRODUCTION TO TATA POWER SOLAR
Tata Power Solar Systems Limited, formerly Tata BP
Solar, is an Indian that specialize in solar energy
services. The company manufactures solar modules,
solar cells and other solar products and provides EPC
(Engineering, Construction and Procurement) services
for the solar power projects.
In February 2017, Tata Power Solar became the first
Indian company to ship over 1 GW solar modules
worldwide. The company’s manufacturing unit in
Bangalore has a production capacity of 400 MW of modules and 300 MW of solar cells.
HISTORY
Tata power and BP Solar established Tata BP Solar, a joint venture company, in
1989.The company began commercial operations in 1991 by establishing its first
manufacturing unit solar with a production capacity of 3 MW.
BP solar was closed on 21 December 2011, when BP announced its departure from the
solar energy business. On August 2012, Tata BP Solar India Limited was renamed as
Tata Power Solar System Limited and became a wholly owned subsidiary of Tata
Group.
Tata Power Solar is recognizing as the largest solar company in India. Tata Power solar
specializes in high efficiency PV (Photovoltaic) module manufacturing and
comprehensive engineering, procurement and construction solution.

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Tata Power Solar is an active contributor in shaping the renewable revolution. As the
largest solar company in India, we deploy world class technology to design, install and
commission benchmark solar projects worldwide.
VISION, MISION AND VALUES OF TATA POWER
VISION
• Empowering a billion lives through sustainable, affordable and innovative energy
solution.
MISSION
• Keeping the customer at the center of all we do.
• Operating asset and executing projects at benchmarking level through
technology and innovations.
• Sustainability growth with the focus on profitability and market leadership.
• Creating and empowered workforce driven by passion and purpose.
• Leadership with care: for all stakeholders
VALUES
• SAFETY: Safety is a core value over which no business objective can have a
higher priority.
• CARE: Care for Stakeholders, our Environment, Customers and Stakeholders-
Both existing and potential, our community and our people (our employees and
partners).
• LEARNING: Building future ready skill sets through learning and training.
Maximize usage of e-learning platform.
• ETHICS: Achieve the most admired standards of Ethics, through integrity and
Mutual trust.

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Energy Saving – Solar utilizes lower powered items such as LED / CFL lamps, lower
powered electronics etc. that do not use as much as power as electric system. Also,
LEDs are powered from 12v DC initially and require Ac adapters to power with standard
electricity. By using DC power for LEDs, they are able to operate more efficiently by
providing more light and less heat. In this way electricity is saved.
Easy installation – Solar panels are easy to install, typically only needing few bolts to
hold them secure and some basic wiring. Solar power system can require a bit more for
a simple installation however the low voltage DC power is much safer to work with the
standard electric.
Available Anywhere- Solar can be installed anywhere, even when what is powering in
the shade. No matter what is circumstances, if there is a sunny spot nearby the solar
can be installed. There is even technology today running roofing or windows into
photovoltaic sources.
Green- Green energy is totally a new rage, but it also a way to look out for the future of
our planet and reduce our impact.
Battery Backup- Most solar system today utilizes a battery backup that allows for three
plus day’s storage of the power to keep the system running. That is why if the sun goes
out, you still have power for couple of days.
Eco Friendly – Most energy comes from fossil fuels or nuclear power, but solar has
become the major player in the world of clean energy
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BUSINESS HIGHLIGHTS
• Tata Power to develop MW Solar Project for Kerala State Electricity Board
Limited
• Tata Power takes over power distribution in western and southern Odisha from
1st January 2021 onwards.
• Tata Power partners with SIDBI (Small Industrial Development Bank Of India) to
launch easy affordable financing for Solar Rooftop.
• Tata Power to develop 100 MW Solar Project at Dholera Solar Park in Gujarat.
• MG Motors and Tata Power launch EV charging stations in Nagpur, Kolhapur,
Lucknow, Coimbatore, Mangaluru and Agra.
• IHCL (THE INDIAN HOTELS COMPANY LIMITED) join hands with Tata Power
Solar Energy for Mumbai Hotels.
HOW DOES SOLAR ROOFTOP WORKS?

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A solar rooftop system typically consists of solar modules, solar inverters and other
electrical components such as meter box and cables etc.
Any excess electricity generated is exported to the national grid and owner account is
credited accordingly, subject to prevailing regulatory policies.
It consists of four elements: -
• Solar Panel: Convert Sunlight into DC electricity.
• Inverter: Convert DC into AC electricity
• Meter: Measure how much power your premises use and any excess power that
the solar system feeds to the grid.
• Electricity Grid: Supply electricity to the premises
How do I ascertain how big a system would be requiring for my use?
The capacity of solar installation depends upon:
• Load requirement you want to power through solar/ quantum of electricity bills
varies from state to state on average, approx. 1kw system is require for Rs. 1000
electricity bill of a month.
• Shadow free space available: Typically, 1KW system require 100 sq ft of shadow
free space.
Solar Panel Inverter Meter Electricity Grid

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• Sanctioned load: Varied from State to State, capacity greater then sanctioned
load typically not permitted.
Does Solar system produce electricity from solar during grid outage?
• The grid connected solar rooftop system does not produce electricity from solar
during grid outage.
• Solar system that are equipped with batteries not only provide backup but also
generate electricity using solar during grid outage.
Is nobody at home during day time, is solar generation wasted?
• No, solar electricity is not wasted if it’s not being consumed by the premises.
During daytime, the solar system exports any excess solar electricity not used by
the premises to the national electricity grid.
• Similarly, at night excess electricity required by the premises is imported from the
grid as solar generation is absent at night.
• Meter installed along with solar system keep a record of excess generation
exported to the grid and imported from the grid.
At the end of each period, customer is credited for excess generation exported to
the grid as per prevailing state policy, and charged only for net consumption from
the grid.
BENEFITS OF GOING SOLAR
• Up to 80% of electricity bill saving-
Over 25 years of lifetime of solar, up to Rupees 2
crore+ savings for MSMEs (Ministry of Micro, Small &
Medium Enterprises) and up Rs 10 lakh+ savings for
residential customers.
Grid independence against tariff. Electricity tariff has
increased by more than 50% in 5 years in many states.

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• Minimum Maintenance-
Solar rooftop system has no movable parts so it requires less
maintenance.
• Green Building Certification-
Additional points for solar solutions in certifications such as
IGBC (Indian Green Building Council) and LEED (Leadership in
Energy and Environmental Design). Which compiles with
corporate social responsibility for sound investment in
environment sustainability.
• Scalable Design-
Solar systems are easily upgradable for future expansions
requirements.
• Accelerated Depreciation for business-
Up to 40% accelerated depreciation in 1st year of
commissioning as tax benefit in case of a business.
Additional 20% depreciation permitted for manufacturing
business.

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TYPES OF SOLAR ROOFTOP SYSTEM
ON GRID SOLAR SYSTEM
A grid tier solar rooftop is a photovoltaic (PV) system that has electricity generating
solar modules mounted on the rooftop of a residential or a commercial building. The
system converts solar electric power into utility grade electricity. This electricity can be
used to run all kind of electrical appliances and any excess generated can be
transmitted back to power grid.
Many residential users are opting for an On- grid solar system as they get a chance to
enjoy credit for the excess power their system produce and save on their electricity bills.
PRIMARY COMPONENTS OF ON- GRID SOLAR SYSTEM
• SOLAR PANELS – Solar panels are the main component of the on grid solar
system. They comprise more than 50% of the total cost of a solar system and are
the components that capture solar energy into electrical energy.
• SOLAR INVERTER- Solar inverter helps in converting DC (Direct Current) output
produced from the solar panel into AC (Alternating Current).

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• PANEL STAND- It is a skeletal structure which is used to support solar panels
and holding the panel in proper positioning. The structure is generally made of
aluminum or galvanized iron.
• SOLAR WIRE – Solar wire or Solar cable is the medium through electricity is
transferred from solar panels to inverter. Generally, there are two types of wire
AC wire and DC wire.
• DCDB / ACDB- Direct Current Distribution Box is used for connecting the output
power from the solar panel to the input of the inverter while Alternating Current
Distribution Box distributes the electrical power from solar inverter to the AC load
system through an energy meter.
• EARTHING KIT- An earthing kit is used to protect the on-grid solar system from
thunder.
• LIGHTNING ARRESTOR- Lightning Arrestor is used to protect the on grid solar
system from lightning.
• NET METER OR SOLAR METER – Net metering is a special metering and
billing agreement between utilities and their customers, which facilitates
connections of small renewable energy generating system to the power grid. It is
an important component in on grid solar system as it keeps the reading to claim
credit in your future electricity bills.
• SAFETY EQUIPMENT – To safeguard the solar system from damages such as
lightning and other faulty conditions, protection devices are used. These
comprises surge arrestor, circuit breaker and grounding methods.
• INSTALLATION ACCESSORIES- These includes wires, cables, paints,
mounting structures, pipes, bends, cable tie, junction box etc.

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OFF GRID SOLAR SYSTEM

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A solar system which has battery storage and a backup is called an off grid solar
system that generates electricity after power cut or during the night hours. It has major
components, such as SOALR PANELS, INVERTER, BATTERY and Balancing of
system. This solar system is more popular and comes with a power backup and it works
independently of the grid.
In off grid solar system, the solar panels generate DC current in sunlight and stores in
its batteries. If you want to run DC applications such as fan, lights you need a charge
controller. Whereas, if you want to run AC appliances you need an inverter that convert
DC voltage to AC voltage.
Now days all inverters work automatically, that is the electricity generated by solar
system charges batteries and run appliances directly.
PRIMARY COMPONENTS OF OFF GRID SOLAR SYSTEM
• PV PANEL- This is used to convert solar energy to electrical energy. Whenever
sunlight falls upon these panels, these generate electricity which feeds the
batteries.
• CHARGE CONTROLLER- A charge controller determines how much current
should be into the batteries for its most optimum performance. As it determines
the efficiency of the entire solar system as well as the operating life of the
batteries, it is a critical component. The charge controller protects the battery
bank from overcharging.
• BATTERY BANK- These may be periods when there is no sunlight. Evenings
nights and cloudy days are examples of such situations beyond our control.
In order to provide electricity during these periods, excess energy, during day, is
stored in these battery banks and is used to power loads whenever required.
• DC AC INVERTER- DC-AC Solar inverter or just a solar inverter is a power
electronics device which is used to convert direct current to alternating current.
The electricity generated by Solar Systems is DC in nature while most of our
household loads require AC power.

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• CONNECTED LOAD- Load ensures that the electrical circuit is complete, and
the electricity can flow through.
• BACKUP GENERATOR- Even through a backup generator is not always
required, it is a good device to add as it increases reliability as well as
redundancy. By installing it, you are making sure that you are not solely
dependent upon solar for your power requirements.
• TRANSFER SWITCH- Whenever a backup generator is installed, a transfer
switch must be installed. A transfer switch helps you to switch between two
sources of powers. For example if the solar system is backed up by a diesel
generator, a transfer switch helps you to choose the source of electricity.
Transfer switches can be automatic or manual.
• AC LOAD CENTER- A AC Load Center is somewhat a panel board with all
appropriate switches, fuses and circuit breakers that help maintain required AC
voltage and current to corresponding loads.
• DC LOAD CENTER- A DC Load Center is similar and also includes all
appropriate switches, fuses and circuit breakers that help maintain required DC
voltage and current to corresponding loads.
•
TYPES OF SOLAR PANEL
Tata Power Solar deals in two types of Solar
Panel-
• Monocrystalline solar panels-
Monocrystalline solar panels are
made up of black solar cells in which
panel light interacts with a single
crystal to produce electricity. This
type of solar panel is highly efficient
to produce a high capacity of power
compared to other panels.

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Comparatively, these types of solar panels in India are more expensive than
other panels. Monocrystalline solar panels are manufactured by using a single
silicon crystal.
It is a best solution for home and business who have limited spaces. More than
80% of home is occupied by monocrystalline solar panels.
Models in Monocrystalline Solar Panels;
1. TP 435W
2. TP 440W 2 CIRCUIT PANNEL
3. TP 445W 18-24% EFFECIENCY
TP 450W
• Polycrystalline Solar Panels-
Polycrystalline solar panels
are the other most used type of
solar panels India. It consist of
silicon crystal fragments that
are dissolved before producing
silicon slices. Although it is less
consistent to produce
electricity compared to
monocrystalline solar panels
and less expensive and
affordable.
Relatively, manufacturing of the panels is simple and does not require pure
silicon crystal it is produce by polysilicon. Homeowners and business with large
space can adopt the Polycrystalline solar panels at very low cost.
Models in Polycrystalline Solar Panels-
1. TP 330W 1 CIRCUIT
2. TP 340 W 14-16% EFFECIENC

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BRAND MARKETING
A brand is a unique design, sign symbol, words or a combination of these employed in
creating an image that identifies a product and differentiates it from its competitors.
Overtime, this image become associated with a level of credibility quality and
satisfaction in the consumer mind.
In simple terms brand is how the customer see you and what they perceive about you.
A brand simply consists of two message that are conveyed the customer about you.
1. It is a mental picture your prospects that they think about you. It represents your
values, your qualities and features that make you unique among your
competitors.
2. A brand is a promise. It tells the prospects what they can expect when they buy
your product or even just interact with your executive. It is an implied covenant
between a service provider and a customer that makes the customer believe,
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MENTAL IMAGE PROMISE

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“Every time I see this logo or name, I will receive a certain quality of product,
service and care”
For example, Nike’s customers are among the
most loyal set of customers in the world. They
hang on every new product release and line up
for the blocks to get new shoes like Nike+, Air
Jordan, Nike Pro etc. because they expect a
certain set of valuable qualities from Nike, i.e.
attractive color, innovative design and texture.
That’s Nike’s brand promise. As long as it successfully maintains that promise, its brand
will remain strong. Look at yourself only. The logo on the left clearly gives you a high-
quality service.
How Branding Works
The main reason to set your brand is to, make the customer come to you. But to do so
you have to make them realize that you can care about them. Your service and
products should be such that they can sync with the values of the customer who are
your target groups. Following steps will show how branding works, that each client
coming to your doorstep, reaching to your retail store, your dealership passes through
these four steps and this is how branding works:
• Awareness: This is the first step that your prospects
came into contact with your brand and your
message. Up to this point, they have no idea if you
exist, who you are or what you do. So, the first job of
any brand is to get the attention of your prospects
and tell them who you are, what you do, to let
customers know about your existence.
• Affinity: If the branding work is done right, after repeated exposure to your
message, prospects begin to have a positive feeling about your company, even if

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they don’t know much about your
business. Brand affinity is the natural
liking or positive inclination or love of
existing or potential customers
towards a brand. It is the highest point
of the constructive relation between
brand and its user.
• Understanding: When the prospects has
developed a positive feeling that override
their natural sales resistance, then they start
checking you out over the internet, your
company website, calling to have a brochure
and scheduling personal appointment. This
is a stage where the information about
company is very useful.
• Decision threshold: Finally comes to a
stage where the customer has to choose
your product or service. He has made up
his mind about you and has attached to you
a set of permanent qualities. This is the
good part where you get the business.
Take an example of yourself to understand these stages. Firstly, you did know about the
solar brand that is existed in the market and you came to know by watching TV
commercials, ads on newspapers or some hoardings. May be some of your friends also
told you about it or you read about it on social media’s like Instagram or Facebook feed.
A continuous interaction with the ads about the smartphone compels you to know more
about the company and its background. You go and check on its website if the company

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is legitimate and how genuine the product is. Then you came to know through the
website about its retail store nearby and you go to visit it for the different varieties of
solar. This is how branding works. It makes the customer come to doorstep of the seller.
Brand Marketing Channels
To make the customer aware about your brand, to manage how people perceive your
business you have to be in driving seat and have to follow certain branding channels
through which you can easily reach your target market. The branding channels are
means through which you can control how your customer perceive you. These are of
two types:
• Inclusive: With inclusive channels, you don’t have much control over who see
the message, so even through you will gain lots of people attentions it is not
certain that your target market sees it.
• Exclusive: With these channels you can control who can see your message, but
you can reach few people only. These channels are ideal for target marketing
and times when you need to focus your message by covering a similar group.
INCLUSIVE EXCLUSIVE
• Print Media
• Advertising
• Internet
• Sponsorship
• Television
• Direct Mail
• Referrals
• Networking
• Telemarketing
• Canvassing

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Let’s understand all the channels and how they work: -
• Canvasing: It means from door to door and meeting
your customer face to face. In this, you ask questions
from an impression about the persons thus you will know
his wants and can provide him with services according to
him. However, it is very time consuming.
• Referrals: No ads or brochure would get you in the door with new prospects
faster than a referral. There’s
nothing better to create trust in a
new prospect than a referral from
someone he or she has known
for years. It’s also cheap.
But the problem with it is that
there is no control over what your
customer says about you. You
can also assure that your
customers are satisfied but the
clients who remain unhappy
would be speaking negative
about you a lot. There is a popular saying in the business that the satisfied
customer would remain silent but the unsatisfied customer would tell 100 more
about his bad experience. So, your best bet is to satisfy your customer at most
and ask them to refer to someone close to him.
• Direct mail: Direct mail can be the most
strategically important channel for
developing your brand. But it can also be a
money pit that costs a lot. It gives you a tool
to create regular flow of branding and
service information to your entire target
market.

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• The Internet: In today’s business world, if
you don’t have a strong online presence you
are handicapping your business in a huge
way. Having an easy to use site with
information that can be accessed by the
customer 24x7 is something very powerful, It
itself can promote ways for another channel
as well. Today being on the net is must.
• Networking: networking involves making
contacts with colleagues and influencers
in your field. It is all about letting people
know that you are out there. It’s all about
building relationships that can later turn
into business generators. It is a great
opportunity to tell people about your
business and what makes you different.
But don’t expect anything from
networking in short run.
• Advertising: Advertising can be billboards, building signage, transit advertising
like bus benches or boards, lawn signs, posters and pay bills, stickers and
bumper stickers and banners. It creates visibility for your company, name and
brand better than almost any
other tool, but it is quite
expensive and hard to
target. It’s tough to motivate
people who came into
contact with you add to
make the leap to contact
you. It’s only good if you
want to make people know
that you exist in the market.

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• Print Advertising: Print advertising means display advertising in a newspaper or
magazine, classified advertising, yellow pages,
and inserts or the circulars “blown in” to
periodicals. Print advertising can be more
targeted as you can choose the type of
publications, sections of the publications and
thus can make the customers look at your brand.
However, if the publications is too cheap this will
create a poor image but quality publications can prove costly.
• Sponsorship: In sponsorship, you
buy an ad in the program for any
community related activity or any show
or program being conducted. Look at
the TV ads between the cricket
matches being played in the IPL.
Sponsorships create brand awareness as well associate you with community
involvement and generosity. Thus, you get to be associated with what people like
it, but it’s quite very expensive.
• Telemarketing: Cold calling today is not preferred as
we hate them. But we can call those customers with
whom we already have some relationships or have
some leads. If you used properly, telemarketing is a
way in which you can target your customers in many
ways and lead to finally buying your product and
service.
• Television Advertisement: Television has
been a great source to make customers aware
about your product since long. An average
Indian sits around more than 3 hours sitting in
front of television. However, choosing the right
time is important as well, also the right channel

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considering that there are so many TV channels being broadcasted today.
If the channel and time is not right then it would not be targeted towards your
target market at all and thus it would be a bad investment. However, Television
advertisements are good credibility builders.
Customer Satisfaction
Doesn’t matter how many channels you us to market yourself but your brand is
what you do and how well you satisfy your customers.
The experience you provide your customer would either support or contradict
your promise. You will only satisfy a when you complete or exceed your promise
again and again, thus it is necessary to create trust into the customer for you.
Efforts to continually reach to your customer has certain benefits that cannot be
acquired by any branding channel. These are as follows:
• Proper customer satisfaction means customers are happy with you and thus are
easy to deal.
• Your customer are your sales force. In fact, they are your greatest and the most
dominant sales force. Even a single good review about you by your customers is
1000 times better than a sales person continuously shouting about the benefits of
buying your product.
• By providing customer satisfaction you would create a group of people loyal to
your company.
• When the customer are satisfied, they will not bargain a lot about the price and
would be happy to pay more to your product or service.
• In case there are some issues and some errors in your service, he would tolerate
the inconvenience.
BENIFITS OF CUSTOMER
SATISFATION
Increase in
Brand Loyalty
Growth in
Sales
Revenue
Gain Valuable
Feedback
Reduce Bad
word of
mouth

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lkajs54
laksjhya
S4
During my internship at Tata Power [Solar], I attend more than 200 cold callings, visit
more than 50 market sites covering the areas of Ajmer, Beawar, Kishangarh etc. and
also perform various BTL (Below the line) activities and maintain a systematic record of
various customers.
It also includes attending customers not only on phone call but also at their residence
too. This helped me to understand the brand and marketing of Tata Power Solar, one of
the market leaders in domestic as well as commercial solar energy services. For the
very first month I was given a task to perform cold callings to many customers from the
data which is already collected by them through surveys, which help me to understand
the customer response and their behavior towards Tata Power Solar.
For the next month I was given a task to collected data through surveys and also handle
the leads generated through cold callings and BTL activities and also perform the
necessary documentation work of the customers and submitting it to their nearest
TPADL (Tata Power Ajmer Distribution Limited) offices. And in the last month I perform
the same activities as in the previous two months with full customer satisfaction.
Market Segmentation
There is a saying in business, “A product for everyone is a product for no one.” It means
that when you manufactured a product, you have to decide first, the segment of the
market for which the product is. Segmentation can be done on the basis of the
following:
5

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• Demographic segmentation: Demographic segmentation involves variables
such as age, gender, family size, income level, occupation, religion, race and
nationality.
For example, when Tata Power Solar launches a product, it launches it in
different variants for different income groups like
Monocrystalline single panel costing 18000rs and Polycrystalline single panel
costing 15500rs.
• Geographic Segmentation: This type of market segmentation divides people
on the basis of geography. Your potential customers will have different needs
based on the geography they are located in.
• Psychographic Segmentation: Psychological segmentation is one which is
uses lifestyles of people, their activities, interest as well as opinions to define a
market segment. Psychographic segmentation is quite similar to behavioral
segmentations. But psychographic segmentations also take the psychological
aspects of consumer buying behavior into accounts. These psychological
aspects may be consumer lifestyle, his social standings as well as his AIO
(Activities, Interests and Opinions).
• Behavioral Segmentation: This type of market segmentations divides the
population on the basis of their behavior, usage and decision-making patterns.
For example, the buying pattern of commercial, industrial or residential is totally
different for each other.
MARKET
SEGMENTATION
Demographic Geographic Psychographic Behavioral

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Once the market is segmented, you get the ideas of what the consumer’s wants and
how you would pitch your product. For that I had to take an appointment with the person
whom I was about to meet. Today the internet made the things very easy and those
who don’t know the use of it are at loss. I took the help of Google maps to find out the
residential locations of different customers whom I had to visit for my appointments.
Google maps also help me to find out the easiest path to reach the location whether it is
in home city Ajmer or in nearby cities like Kishangarh and Beawar. The following picture
depicts how I used Google maps to reach the specific customers.

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Personal Meeting
When meeting with the customers, I had to make my mark from the first word I speak,
as someone said rightly first impression is the last impression. Firstly, after introducing
myself I would have set of questions would I ask them each, that is are they aware of
the name Tata Power Solar. Almost 95% of the customer I visited in Ajmer are aware of
the brand so this made it easy for me to make them understand why I am here and what
I am going to talk about. I had asset of questions framed which I had to ask in any
sequence, sometimes directly and sometimes in an implied form. I had to remember
these details so that as soon as I leave the meeting, I would write them down in a
survey sheet. The survey sheet was maintained in a format being like the picture below.

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The way we deal with the customers in the urban areas is different than how we deal
with the customers living in cities. The rural areas of Ajmer face the problem of proper
facilities with customers with different mindset. Also, the language varies. The financial
situation of the two different class of customers as well as their choices of products.
However, the good part of it is that the customers which I had to deal with were
educated enough hence the language gap didn’t make much difference. To support my
point, I used different types of brochures to explain my product and do easy comparison
with the competitors.

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Follow up
90% of the customers will say “No” if you ask them whether they want the product. The
rest 10% will tell you that they are not sure about it. The thing is that you have to hurt
him whether it hurts the most. Some of the features of monocrystalline solar panels
includes black solar cells which is highly efficient to produce a high capacity of power
compared to other panels. The overall maintenance cost of these panels is also very
low which make them the most sellable product.
Now we know that every customer wants these things while buying any solar systems
• Types of panels
• Performance of panels
• Panel size
• Warranty
• Provider maintenance
• Quality of materials
That is where we hit them. And that is what makes Tata Power Solar is the largest seller
of the Solar System Solutions. And what we specialize in, we are the market leaders in
that.
Once I have pitched in that our product is better, I have to keep the track of customers
at a constant rate. So, I had to be in contact with him and build relationships for the
future needs that may arise
Solar Systems require heavy investment thus they involve more customer interactions.
Sometimes, you have to follow back the customers for years to get some lead as when
you are in contact, whenever the need arises, they will contact you.
Additional work
During my internship, in addition to cold callings and lead generations, I also visited
many industries and customers residence just to get the feedback of customers who
use the Tata Power Solar System Solutions for their industrial and domestic purposes. I

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also attend many customers at our retail shops and gave the demo of our complete
system of Tata Power Solar when asked. I also visited many places In the outskirts of
Ajmer like Beawar, Pushkar, Daurai, Kishangarh etc. just to get the feedback from our
satisfied customers. As per their feedback as per I have observed I have done a SWOT
Analysis of Tata Power Solar.
SWOT ANALYSIS
• Strong Brand
name
• Quality
Assurance
• 25 years’
Service
maintenance
• Good financing
companies are
available on
collaborations
with TATA
Power Solar
• Premium Price
• Less
expenditure on
advertisement
• No subsidies
• More focus on
bigger projects
• Few
competitors in
Ajmer
• Emerging
needs for Solar
products
• Opportunity to
grab overall
power
distribution
across the
region of Ajmer
• Govt. policies
and
regulations
especially
GST 12%
• High
competition
from existing
players
• Increase in
cost of raw
materials
• High inflation
rates

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CONCLUSIONS
During my internship of three months with Tata Power Solar, I learnt how companies
create their brand and how they create an impact in the customer perceptions. I learnt
how to build good relations with the customers and most probably I learnt how to sell
your product whether it is of premium price or not. I learnt that the no in the first is not
the final no. the customer whether he is from rural segment or urban segment, whether
he is educated or not, he has become the smart and businesses are becoming smarter
as well. Irrespective of his education or financial status, the customer is the king to the
business and to create a positive image is one of the toughest job today. However,
positive image has a benefit that no other means of advertisement or promotion can
offer.
I learnt the use of internet in the business to communicate with the customers and to
create our image as well. Use of social media and other applications can’t be ignored.
So many products are launched every day. Some fail to impress the customers while
some earn big amount of profit. If you can provide customer satisfaction he wants, you
will always be on the winning side of the equilibrium. That’s what Tata Power Solar has
been doing since the last 43 years. It has created a goodwill of its own. The experience
of a market leader clearly speaks throughout the way the customers speaks about it.

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BIBLIOGRAPHY
• https://solaroof.tatapower.com/?utm_source=google_search&ut
m_medium=paid&utm_campaign=MS_106777_TataPower_Brand
_North_Exact-13838105422&gclid=Cj0KCQjw-
JyUBhCuARIsANUqQ_Ikf_bYhrEPhPC3frn3ZJYhzaDf3wQAQbC
BxUyi9I3URHzCmMjatc8aAvyaEALw_wcB
• https://www.tatapowersolar.com/
• https://en.m.wikipedia.org/wiki/Tata_Power_Solar
• https://en.m.wikipedia.org/wiki/Tata_Power

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ANNEXURE

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