The document provides information about a project conducted by Nirvaan Jayaprakash for Philips Lightings to generate leads and close sales for TLED products in the B2B segment in western Tamil Nadu. The project involved identifying target industry segments, conducting needs analysis with customers, and promoting TLED products to generate leads. Existing leads worth 1 crore were also mapped and closed through detailed presentations highlighting payment terms, warranty, and quantity distribution. Key findings included identifying textile mills and hospitals as major potential customers and that effective targeting of contractors could boost revenue. It was recommended that Philips establish a warehouse in Karur to cater to higher demand and focus on gaining government contracts.

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Project Report on
CREATING VISIBILITY AND SALE CLOSURE FOR TLED PRODUCTS IN B2B
SEGMENT AT WESTERN REGION OF T.N
For
Submitted in partial fulfilment for the award of the degree
Master of Business Administration
By
NIRVAAN JAYAPRAKASHNN
CB.BU.P2MBA14039
MBA 2014-2016
INDUSTRIAL MENTOR FACULTY GUIDE
Mr. Navneet Anand Sunu, Prof.Shrikant G Kulkarni,
Philips Electronics Limited, Amrita School of Business
Chennai. Coimbatore

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DECLARATION
I, Nirvaan Jayaprakash of second year MBA Amrita School of Business, Amrita Vishwa
Vidyapeetham hereby declare the project titled “creating visibility and sale closure for TLED product
in B2B segment at western region of T.N” is done by me under the guidance of Dr. Shrikant G.
Kulkarni, Professor, Faculty of Management, Amrita Vishwa Vidyapeetham & Mr. Navaneet Anand
Sunu, Area Sales Manager (TN & Kerala), Philips lightings, Chennai during April, May and June 2015.
I also declare that this project has not been submitted for the award of any degree, diploma
literature or recognition earlier

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ACKNOWLEDGEMENT
This project has greatly been a collaborative effort. I take this opportunity to thank all who have
helped in the preparation and successful completion of this project work.
I oblige by deep sense of gratitude to the management of PHILIPS ELECTRONICS INDIA LIMITED, for
their kind consent given to me to undertake in the organization.
I express my deep reverences and sincere thanks to Mr. Navneet Sunu Anand,Area Sales
Manager.(South TN & Kerala) , K.S. Sethu, Deputy Sales Manager(Coimbatore sector) and
Vargheese John, Sales Manager( Madurai sector) for his advice and supervision of this project
report, all other channel partners and dealers/distributors of Philips Electronics India Limited, who
have participated and supported in this project sparing their most valuable time and also for
reaching to me in the most positive way in giving me the required information.
I express my sincere thanks and deep sense of gratitude to Faculty Guide Prof. S.G. Kulkarni and
Prof. Gopa kumar for encouraging and support.
I extend my heartfelt thanks to my parents and friends for their never ending support and
encouragement.

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Executive Summary
Introduction
Royal Philips, commonly known as Philips is a Dutch diversified technology company was
founded by Gerard Philips. It is one of the largest electronics companies in the world and
employs around 128,000 people across more than 60 countries. Philips is organized into three
main divisions: Philips Consumer Lifestyle, Philips Healthcare, and Philips Lighting
Philips Lighting spans the entire lighting value chain – from light sources, luminaries, electronics
and controls to full applications and solutions – through the following businesses: Light Sources &
Electronics, Consumer Luminaries, Professional Lighting Solutions, Automotive Lighting, and
Lumileds
Philips Professional Lightings has introduced various Led Lightings for Indoor, Outdoor Retail,
Hospitality segments, mainly for their Power consumption and to increase their annual savings on
electricity and as of now Philips Lightings has become a separate division from Philips India Ltd.
Focusing on the replacement or new installation market my project is to generate lead and sale
closing for TLED products among B2B segments in Western Region of TamilNadu.
Project Title
Creating visibility and Sale Closure for TLED products in B2B segments at western region of
TamilNadu.
Scope of the project
LED are the innovative products which turned out to be the digital version of light and acted as a
parasite for tube light. The light emitting diode is the new form of light, which is highly efficient and
energy saving. It lasts long and the light output is also high when compared to the traditional tube
lights where 40% lumens are exited out as heat and only the rest is used as a productive one. But
for LED the efficiency, 80% minimum because of the coating used in the tube which helps in
reflecting the light towards work area and only 20% amount of light is generated as heat and which
cannot be used for the work area.

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Phase 1 – Lead Generation
The market was segmented according to the usage of light or according to the place where scope
of LED’s was high, which resulted in indentifying the target category health care, institution, mills,
industries, textiles, hotels and restaurants, warehouses, showrooms, and jewellery for Trichy, Karur,
Arupkottai, Jayakondam. An expert interview was conducted among the electrical engineers and
the purchase department of these targeted customers, so as to get the insights on LED, type of LED
proposed, total potential quantity, expected order, distribution of the order, completion price and
contact details. This resulted in expansion of market for Philips by tapping the untapped markets
Leads generated – 13
Worth – 52 lakhs
Phase 2 – Sale Closing
The existing leads worth of 1 crore through a forum named ‘ Texpreneurs’ (which was a association
of mills under the following area: coimabtore, tirupur, erode, Madurai and Dindugul) was to be
closed by detailing all the terms & conditions, payment terms and along with the total distribution
of quantity to the decision maker and the purchase manager of the industry.
Total lighting points – 1,00,000
Key findings
Lead generation –
In Trichy region most of the healthcare units are switching to TLED from cfl of 15w, 18w, and 36w
and also from cfl of 36*1, 36*2 and 18*4 to TLED. Scope of contract projects in Trichy region is high,
so need to concentrate more on contractors which could generate more revenue for the company.
In karur region, all the textile mills are switching from tube light (40w or 36w or 28w) to TLED of
18w or 20w.
Sale closing –
Pricing is the crucial factor in this process, where Philips TLED (18w and 20w) was priced at half the
original price, thereby Philips intention was to parasite their competitor and capture the market.
Customers were willing to take the TLED (18w and 20w) because of special price which Philips
proposed.

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Suggestions
 Establisha warehouse inbetweenKarur and Trichy ( Karur total potential
– 43 lakhs)
 Effective targeting of Contractors.
 Can target more Government projects whichare coming up.
Conclusion
Philips LED Lightings has got good scope among the textile exporters where TLED’s can play a
major role. Philips need to find out the crux of the market so that they can get bulk order like the 1
lakh lighting point through Texpreneurs forum. LED down lighters, street lights finds a good scope
among the retailers and contract projects. Some local players (Joy LED’s) are emerging as
upcoming competitors by reducing the price to the maximum extent, thus Philips should be aware
of this to maintain their market share in LED market.

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Table of Contents
1. Introduction about the Project................................................................. 9
Project’s Objective, Scope……………………………………………………………………......11
Overview of Methodology ........................................................................11
2. Industrial Analysis and Product Analysis...................................................12
2.1 Industry Analysis ................................................................................13
2.2Product Analysis..................................................................................14
3. Methodology ...........................................................................................19
3.1 Lead Generation .................................................................................20
3.2 Sale Closing ........................................................................................27
4. Learning’s and Challenges ........................................................................31
4.1 Leanings……………………………………………………………………………………………....32
4.2 Challenges………………………………………………………………………………………......32
5. Recommendations ...................................................................................33
References………………………………………………………………………………………………35

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List of figures and tables
Table 1: Different industry segments targeted
Table 2.1 – Technical spec 20w
Table 2.2 – Payback calculation
Table 2.3 – Comparisons of T5 and T8 TLED
Table 3.1 – segmented(institution)
Table 3.2 – segmented(healthcare)
Table 3.3 – details of highest generatedleads
Table 3.4 - Total B2B industries visited(including leads)
Fig 1.1 Flow chart of Lead generationandSale closing
Fig 2.2.1 – Essential ledtube 20w T8 model
Fig 2.2.2 – save with lighting app
Fig 3.1.1 - Geography
Fig 3.1.5 – lead generationstats pie chart
Fig 3.1.6 – flow chart of supply chain inlead generation
Fig 3.2.1 sale closing stats pie chart
Fig 3.2.2 Flow chart of supply chain in sale closing

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Chapter 1
Introduction about the project

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Purpose of the Project
The main objective of project is to perform lead generation and sale closing for TLED products in
B2B segments at western region of Tamilnadu.
1. To identify the target segments and their lighting requirements
2. To find the major segments that are ready to install and upgrade LED
Descriptionof the Project
Philips Lightings is a separate division from Philips India ltd. and they are the leading brand in the
lightings divisions by providing innovative solutions in the digital market. They are using energy
efficient products which results in 50% energy consumption for TLED which is the selling point for
the LED segments. Philips lightings are providing industry specific products which are the pitching
point.
Phase 1 – lead generation process started off by identifying the major target (spinning miils, health
care, institutions, jewellery, warehouses). The next stage of the lead generation is to approach the
target customers and identifying the decision makers, which started off through extracting the
contacts through ‘justdial’. Once the meeting with the client is fixed then the focus shifts to get the
insights on LED, type of LED proposed, total potential quantity, expected order, distribution of the
order, completion price and contact details. The promotions for the TLED are done through
industrial drive. The region concentrated was: Karur, Trichy, Ariyalur, Jayankondam
Company Segment Location
Textile mills Textile industry Karur, Trichy
Hospitals Health care industry Karur, Trichy
Royal Enfield Showrooms Trichy
Chettinad cements Industry Ariyalur
Arvind store Retail Trichy
Chettinad Engg college Institutions Ariyalur
Table 1 – Different industry segments targeted
Phase 2 – Sale closing, this was a structured process, starting with by mapping the existing leads
which has to be closed. The existing leads are generated through ‘texprenuers forum’ and once the
mapping is done, the meet with the industrial higher authority is fixed. The higher officials are
approached through sale closing process along with the terms & conditions, payment terms and
along with the total distribution of quantity. The payment terms included the percentage of amount
to be paid in advance and the payment once the delivery is done. The region concentrated was:
Coimbatore, Tiruppur, Erode, Madurai, Dindigul, Arupkottai.

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Scope of project
The outcome of the project will be helping the company :
 In finding the existing lighting points and the total potential at the target.
 In finding the decision maker
 In finding the competitor and competitor’s price.
 In finding the potential or untapped market in the western region of TamilNadu.
Methodology
1. Lead Generation process –
2. Sale Closing process –
Fig 1.1 Flow chart of Lead generation and Sale closing
Lead generation Sale Closing Lead Generation
Identifyingthe
target
( secondary
research)
identificationof
decisionmaker
promotion
through
industrial drive
detailsthrough
industrial drive
Target(existingleads) Target mapping
Deliverablesduring
the clientmeet(
paymentterms,
warranty,quantity
distribution)

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Chapter 2
Industrial analysis and Product analysis

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2.1 Industrial Analysis
Royal Philips is a Dutch diversified technology company headquartered in Amsterdam with
primary divisions focused in the areas of electronics, healthcare and lighting. It was founded
in Eindhoven in 1891 by Gerard Philips and his father Frederik. It is one of the largest electronics
companies in the world and employs around 105,000 people across more than 60 countries.
Philips is organized into three main divisions: Philips Consumer Lifestyle (formerly Philips
Consumer Electronics and Philips Domestic Appliances and Personal Care), Philips Healthcare
(formerly Philips Medical Systems) and Philips Lighting. As of 2012 Philips was the largest
manufacturer of lighting in the world measured by applicable revenues.
As of 2015 Philips Lightings has become a separate division from Philips India Ltd and again
which is one of the leading and dependable brands in lighting industry.
Lighting industry
Philips Lighting is a global market leader with recognized expertise in the development,
manufacturing and application of innovative lighting solutions. They have pioneered many of
the key breakthroughs in lighting over the past 123 years, laying the basis for our current
strength and ensuring we are well-placed to be a leader in the digital transformation. Philips
future aim is to further strengthen our position in the digital market through added investment
in LED leadership while at the same time capitalizing on our broad portfolio, distribution and
brand in conventional lighting.
Philips lightings address people’s lighting needs across a full range of market segments. Indoors,
they offer lighting solutions for homes, shops, offices, schools, hotels, factories and hospitals.
Outdoors, they offer solutions for roads (street lighting and car lights) and for public spaces,
residential areas and sports arenas. In addition, we address the desire for light-inspired
experiences through architectural projects. Finally, Philips does offer specific applications of
lighting in specialized areas, such as horticulture and water purification.
LED Lightings
Light-emitting diode (LED) is a two-lead semiconductor light source. It is a p–n junction diode,
which emits light when activated. When a suitable voltage is applied to the leads, electrons are
able to recombine with electron holes within the device, releasing energy in the form
of photons.
LEDs create light by electroluminescence in a semiconductor material. Electroluminescence is
the phenomenon of a material emitting light when electric current or an electric field is passed
through it - this happens when electrons are sent through the material and fill electron holes.
An electron hole exists where an atom lacks electrons (negatively charged) and therefore has a
positive charge. Semiconductor materials like germanium or silicon can be "doped" to create
and control the number of electron holes.

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Doping is the adding of other elements to the semiconductor material to change its properties.
By doping a semiconductor you can make two separate types of semiconductors in the same
crystal. The boundary between the two types is called a p-n junction. The junction only allows
current to pass through it one way, this is why they are used as diodes. LEDs are made using p-n
junctions. As electrons pass through one crystal to the other they fill electron holes. They emit
photons (light), which is energy saving one when compared to other light emitting sources.
2.2 Product Analysis
Essential LED tube T8 model:
Fig 2.2.1 – Essential led tube 20w T8 model
Essential LED-tube T8 is a reliable value-for-money LED lamp out of Philips lighting portfolio,
incorporated with frontier LED chips and other advanced technologies. The product helps
customers to achieve over 50% energy saving and significant maintenance cost reduction. It also
helps generate natural and comfortable lighting effect, and to build up green and environment
friendly image for our customers. The product can be mounted in the existing luminaries system
with a change in lamp and the wiring. Since the product has an inbuilt driver the customer will
have to bypass the ballast in the conventional system and provide power from one end

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Specifications of the product:
 This product is made of LED's from Philips Lumileds with the most reliable electronic
components and proper heat sink to ensure the performance of the product from -30
degrees to 45 degrees ambient temperature.
 Strictly controlled THD (<10%) and EMI which ensures the performance under complex
environments without affecting the electrical systemin place.
 The advanced poly-carbonate material gives smooth lighting distribution such that the
individual LED's are not visible outside and high reflectivity ensuring maximum lumens from
the LED level are obtained at the system level.
 The product has a system lifetime of 40,000 burning hours with 70% of the lumen
maintained and 50,000 switching cycles.
 A systemlevel power consumption of 20W (including driver losses) which serves as a
replacement of 36W T8 tube hence providing a direct energy saving of 50%.
 Zero mercury content
 No harmful UV or IR radiation levels.
Product Certification:
 Compliant to the IEC safety standard with a 2kV built in surge protection. Also passes the
4kV high pot test as per the standard requirement to ensure proper insulation.
 RoHS, CE, KEMA, REACH and WEEE compliant (Waste Electrical and electronic
equipment) systemwith a Photo-biological certificate proving that the light from the
product is not harmful for use.
 System level lumen output 1600 lumens with a systemlevel efficacy of 80 lm/W and a
CRI of 80.

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Technical Specification:
2100lm tube specs:
S. No. Parameter
1 Equivalence 36W FTL lamp
2 Working Voltage 220-240V
3 Rated Wattages 20W
Lumen 2100 lm
4 Frequency 50 - 60Hz +/-1Hz
5
Luminaire Technical
Requirement
The viewing angle of the lamp
should at least be 1500
6 Color Rendering Index (CRI) 80 (typical)
7
Correlated Color
Temperature (CCT)
4000k/6500K
8 System Efficiency 100lm/W
9 Average Lighting Angle 150⁰
10 Power Factor >0.9
11 Lamp Starting Time Not more than 1 second
12 System Power Consumption
Maximum 20W inclusive of driver
losses
13 Control Circuit
Integrated driver compatible with
the LEDs
14 LED Type Surface Mounted Device
15 Life Expectancy
40,000 burning hours at 70%
lumen maintenance
16 Applicable Standards
The fixture should conform to
applicable IS 10322 / EN 60598
and should have the associated
LM-79 report from a govt.
approved / recognized lab.
17 Ingress Protection IP20
18 Surge Protection >2kV
19 Ambient Temperature -30 to +45 degree celcius
20 THD <10%
Switching cycles 50,000
21 R9 Value >0
Table 2.1 – Technical spec 20w

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Payback calculation
Parameter Reference lamp LED LAMP
Name of the lamp TLD 36W Philips TLED
Lamp wattage (W) (including ballast loss) 40 20
Initial lamp cost (Rs.) ₹ 100.00 ₹ 659.00
Servicing cost for lamp replacement ₹ 10.00 ₹ 10.00
Lamp life (hours) 10000 40000
Initial lamp driver/Ballast (MRP) ₹ 100.00 ₹ 0.00
Servicing cost for ballast replacement ₹ 20.00 ₹ 0.00
Rated life (hours) 10,000.00 40,000.00
Per day use in hours 12
Electricity rate per 1KW ₹ 6.00
Initial cost delta (Rs.) ₹ 459.00
Enter number of years 1
Replacement lamp needed in 1 Years 0 0
Replacement ballast needed in 1 Years 0 0
Per day WH 480 240
Running cost per day cost (Rs.) ₹ 2.88 ₹ 1.44
Running cost per Hour (Rs.) ₹ 0.24 ₹ 0.12
Payback in day's 325
Initial cost total system (Rs.) ₹ 200.00 ₹ 659.00
Running cost for 1 Years at 12 Hours per day ₹ 936.00 ₹ 468.00
Maintenance cost for 1 Year with 0 lamp replacement (Rs.) ₹ 0.00 ₹ 0.00
Maintenance cost for 1 Year with 0 Ballast replacement
(Rs.) ₹ 0.00 ₹ 0.00
Total cost to user in 1 Years (Rs.) ₹ 1,136.00 ₹ 1,127.00
Payback in burning hours 3900
Payback in
10.83 months
0.89 Years
Remarks Payback is possible
Total number of lamps needed for 40000 Hours 4
1
Total number of ballast needed for 40000 Hours 4
Running cost for 40000 Hours (Rs.) ₹ 9,600.00 ₹ 4,800.00
Total Lamp cost needed to serve 40000 hours (Rs.) ₹ 440.00 ₹ 659.00
Total ballast cost needed to serve 40000 hours (Rs.) ₹ 480.00 ₹ 0.00
Total expense on running & maintenance for 40000 hour
(Rs.) ₹ 10,520.00 ₹ 5,459.00
Money saved over lifetime of 40000 hours (Rs.) ₹ 5,061.00
Table 2.2 – Payback calculation

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T5 vs T8 TLED:
Parameters T8 T5
Wattage Replacement of 36w Replacement for 28w
Number of leds 144 98
Diameter 3cm 1.5cm
Lumens 2100 lumens 2100 lumens
Harmonic level Below 10% Below 10%
Table 2.3 – Comparisons of T5 and T8 TLED
Save withlighting application
Saving energy using energy efficient lighting had never been so easy. Presenting Philips
“Save with Lighting” Mobile App. Using this you can instantly calculate energy savings when
you change/upgrade your existing lighting with Philips energy efficient lighting.
Fig 2.2.2 – save with lighting app

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CHAPTER 3
Methodology

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3.1 Phase 1 - Lead Generation
3.1.1 Geography:
Fig 3.1.1 - Geography
3.1.2 Route map:
COIMBATORE TIRUPPUR ERODE KARUR TRICHY ARIYALUR JAYONKNDAM MADURAI DINDUGUL ARUPKOTTAI
3.1.3 Segmentationof the market:
The demography (Karur, Trichy, Ariyalur and jayankondam) was classified based on the B2B
customer, then segmented and categorized according to the following format: health care,
institution, mills, industries, textiles, hotels and restaurants, warehouses, showrooms, and jewellery
and by doing secondary research the data base was generated. Contacts of those targeted
customers where made up by doing a secondary research for example ‘just dial’ and other sources.
Mapping for these locations was done according to the scope of LED’s or based on the potential of
the customer. Timeframe for the above mentioned segments was formed for the first three weeks.

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Sample of customer data base (Institutions andhealthcare):
INSTITUTIONS(KARUR) ADDRESS
V.S.B.EngineeringCollege Nh67 Covai Road,KarudayampalayamPost
Cambridge Collegeof ArtsandScience Vettamangalam, karur
GovernmentArtsCollege,Karur Karur
Sri Sarada NiketanCollegeof Science forWomen Thenjerambadi,Amaravathipudur,karur
KonguCollege of ArtsandScience DeeranChinnamalai Nagar,karur
Karur College of Engineering Athur,karur
Kaliammal College of Education No.6,AnnaSalai,New BusStandBackside,karur
Aasee Collegeof Education No.244,Aravakkuruchi Road,Thirumanilaiyur,karur
ValluvarCateringandHotel ManagementInstitute New Bye PassRoad,karur
SelvammArtandScience College SalemRoad,Pappinaickenpatti,Namakkal
Maharaja College forWomen erode road,karur
Surabi Institute of Hotel ManagementCatering
Technology No.572,P.R.N.P.Complex,SiluvathurRoad,karur
Sri AdhisankararInstituteof Hotel Management
and CateringTechnology NearCheckpost,Thiruvanaikovil Post,karur
J.K.K.NattrajaDental College Natarajapuram,Komarapalayam,Namakkal
VivekanandhaDental CollegeforWomen Elayampalayam,Namakkal
K.S.R.Institute of Dental ScienceandResearch K.S.R.Kalvi Nagar,Tiruchengode
Dr.HahnemannHomoeopathyMedical College and
ResearchCentre Rasipuram,Namakkal
M.KumarasamyCollege of Engineering Main Road Punjai Thottakurichi Village,karur
K.S.R.BusinessSchool,Tiruchengode Ksr Kalvi Nagar,Triruchengode,Namakkal
Annai Mathammal SheelaEngineeringCollege ErumapattyPost,namakkal
The Karur PolytechnicCollege
Karur-Erode MainRoadsanjayNagarandanKoil
East,athur,karur
Sri RengeswararPolytechnicCollege Pottireddipatti,Namakkal
Table 3.1 – segmented (institution)
HOSPITALS ANDHEALTHCARE ADDRESS
AarthyEye Hospital SengunthapramMainRoad,Madavilagam, karur
AmaravathyHospital no.74, RamanujamNagar,Kovai road, karur
Deepakannanhospital no.33 muthunagar,karur
Dr. G. C. Hospital no.30, north PradakshanagRoad,karur
VelanEye Hospital 17, Srinivasapuram, Karur
VasanEye Care Hospital 121, Kovai Road,Vaiyaburi NagarBus Stop,karur
S & V logahospital
no.163,allwynnagarnear The Residency,covai road,
karur
Sugampriya hospital prabhunagar, kamaraja salai,karur
Table 3.2 – segmented (health care)

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3.1.4 Study about the product profile, pricing and pitching point:
TLED was the product which was concentrated and the product profile was studied along with the
pitching point, pricing was the factor which was fixed and it was not negotiable until or unless it’s a
bulk purchase order.
Product profile –
 TLED T8 - 20W(2100 lumens), 18W(2100 lumens), 16W(1600 lumens)
 20W -144 led's, 18W - 99 led’s
 Life span- 40000hrs at 24*7 runtime
 Harmonics level - below 10%
 Electricity consumption- ≤ 50%
Pitching point –
 No ballast is required all the driver circuit are placed inside the fitting itself
 High energy savings
 Covers 80% work area and only 20% is generated as heat and it’s because of the coating
which is used in LED tube lights.
 Philips Lightings are providing industry specific products.
 LED tube lights are manufactured, assembled through Philips Lightings itself, without
outsourcing.
Pricing –
 Price range varies from 1000/- to 1500/-, depending upon the purchase order quantity.
 LED fittings costs – 350/-
Promotion –
 By conducting industrial drive to all the prospects then try to convert them to a suspect(
making them interested towards the products) and finally as a lead
 50% energy consumption was proved to the customers by using the ‘ save with lighting
app ‘ .

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3.1.5 Leadgenerationstatistics:
Fig 3.1.5 – lead generation stats pie chart
Number of leads generated – 13
Leads worth – 52 lakhs.
Highest leads –
Client name Segment Type of LED
proposed
Quantity Total potential
V best engineers Contractor Single box tube,
twin mirror optic,
1*85w street
light, CFL
SBT 36W - 500,
Twin mirror- 200
fitting + 400 lamp,
1*85w- 60(fitting +
lamp), CFL 11w -
750
7,50,000+
6,40,000+
7,50,000+
52500=21,92,500
Mallow
international
Textile TLED 500(samples15w=2,
18w-2,22w-2)
500*1200 =
6,00,000
Kothari sugar
and chemicals
Sugar mill LED, CFL , TLED,
Waterproof +
temp withstand
LED
replacement for
250w sv lamp
street light to ( cfl
& led) - 20 numbs,
replacement for
70w(low bay) sv
and 400w MV(high
bay), TLed- 30
4lkh+
1lakh+
30000+
28000=5,58,000
Table 3.3 – details of highest generated leads
13
427
Lead generation
leads generated
Prospects
suspects

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3.1.6 Supply chain from Manufacturing tocustomer
Fig 3.1.6 – flow chart of supply chain in lead generation
In the process of Lead Generation, dealer has the important role to play. Once the lead is generated
and the quotation is sent by the end customer to Philips Lightings, then the same order is passed on
to dealer of that location and he is the one who keeps the stock for Philips Lightings. In the final
stage where the schedule of the quantity is done, the dealer delivers it to the customer.
Dealers at the location specified during the project:
1. Indar electrical – This dealer mainly concentrates on the industrial customers of Philips
lightings( contractors, Large scale industries)
2. Eagle electrical – This dealer mainly concentrates on the retail customers of Philips
Lightings( jewellery etc)

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Table 3.4 - Total B2B industries visited (including leads)

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Table 3.4 contd –

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3.2 Sale Closing
Closing is a sales term which refers to the process of making a sale. The sale closing is the final step
of a transaction. In sale closing, it is used more generally to mean achievement of the desired
outcome, which may be an exchange of money or acquiring a signature
Target
Spinning mills in the location following:
Coimbatore, Tiruppur, Palladam, Annur, Erode, Perundhurai, Madurai, Arupkottai, Dindigul. The
spinning mills project was tapped by Philips Lightings through Texpreneurs (YnFx) forum through a
bidding process with the competitors like Bajaj, Havells etc.
Yarns and Fibres
YnFx has successfully built and operates a dominant B2B marketplace for the textile industry
globally since its launch back in 1999. It has attracted almost all the global players in this industry as
its member. YnFx provides their members with a vibrant environment for Business Development,
using dynamic trading mechanisms that greatly improve the member's procurement and sales
processes, thereby bringing about significant Supply Chain efficiencies along with Customer
Relationship Management.
YnFx approach to business
The YnFx is driven by the need to help its members improve their business process efficiency. They
endeavour to be a blend of the best people, processes and technology. YnFx consistently strive to
achieve optimum results, by having a total commitment to the highest ethical standards, and by
conducting our business with the highest level of integrity. This, YnFx consistently endeavours to
achieve by implementation of the values that they have set for ourselves.
Product –
 Tube light LED (TLED) of 18w and 20w, replacement for 36w or 40w and 28w Tube light.
 Lumens for both the products are 2100.
 Delivery for 18w was from July and for 20w was at the end of November.
Pricing –
 For both 18w and 20w are 659 + tax (including the delivery charges).
 Tax: VAT (5%)
 Fitting: 350 + tax( 14.5% )

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Warranty terms
18w and 20w was given a 5 years warranty, but under the installation of SPD (Surge Protection
Device) from NTC (National Trading Company) which is referred by Philips Lightings and if the SPD is
not installed then the warranty will be just 2 years.
SPD (Surge Protection Device)
A surge protectoris an appliance/device designed to protect electrical devices from voltage spikes.
A surge protector attempts to limit the voltage supplied to an electric device by either blocking or
by shorting to ground any unwanted voltages above a safe threshold. These devices typically
installed in power distribution panels, process control systems, communications systems, and other
heavy-duty industrial systems, for the purpose of protecting against electrical surges and spikes,
including those caused by lightning.
Payment terms
 20% advance along with the Purchase order
 80% against30 days PDC(post dated check) from date of Invoice
 Quantity of distribution
3.2.1 Sale closing stats
Fig 3.2.1 sale closing stats pie chart
29
2
4
Sales closing
leads converted
no req in mills
not converted

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3.2.2 Supply chain from Manufacturer toCustomer:
Fig 3.2.2 Flow chart of supply chain in sale closing
In the process of Sale Closing the dealer Philips Lightings is not involved. The total project of 1 lakh
lighting points at a price which is half the regular price is being provided for the consumers. Here
Philips Lightings wanted to capture the market of Coimbatore, Tiruppur, Palladam, Annur, Erode,
Madurai, Dindigul and Arupkottai by providing at half rate which is 659 + tax.
3.2.3 Sales –
 lighting points -1,00,000
 Existing Lead converted – 29
 Total project value in Rs - 1cr

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3.2.4 Purchase order format of Philips Lightings
To, Day/Month/Year
Philips IndiaLimited,
Address
Subject: Purchase Orderto PHILIPSforsupplyof TLED lamp
Dear Sir,
We herebyconfirmtoyouthe purchase orderfor the supplyof total ___ NumberstoPHILIPSIndiaLimitedas
perthe deliveryschedule givenbelow.
PaymentPlan:20% Advance & 80% against30DASY PDC fromdate of Invoice
Rate@ Rs.659 + TAX
ITEM DECRIPTION MAY JUN JULY AUG SEPT OCT NOV DEC
TLED20W/ 2100LM
TLED 18W/ 2100LM
Thanks& Regards,

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CHAPTER 4
Learning’s and challenges

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4.1 Learning’s:
1. On fieldsales experienceinB2B segment
With this project I was able to learn how the buying and selling happens in B2B segments.
2. Target identificationandability tosell
This project helped me in identifying the prospects, by defining who can be a potential
customer for Philips Lightings
3. Routing the territory
Finding the shortest route by doing mapping the territory
4. Lead generationprocess
Study of lead generation resulted in indentifying the prospects, suspects and then
converting them to as a lead.
5. Technical difference betweenTLED and Tube light and payback period
Understood the basic and technical difference between TLED and Tube light along with the
calculation of payback period and how the efficiency of the TLED reaching up to 50%.
4.2 Challenges:
1. Solving technical details about TLED
In-depth technical details on the TLED were an issue.
2. Identifying the decisionmaker
Through cold calling, identification of decision makers was an issue.
3. Negotiationwithclients(Pricing andspec)
Some of the clients were interested in reducing the pricing of the TLED.

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CHAPTER 5
Recommendations

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Recommendations
 Establish a warehouse in between Karur and Trichy ( Karurtotal potential – 43 lakhs)
Karur is a territory which is more potential for textile mill market, and from my lead
generation week work the leads generated was nearly 43 lakhs. The reason why a
warehouse is to be installed is, most of the customer remarked that Philips is not able to
meet the scheduled delivery time.
 Effective targeting of Contractors.
Philips Lightings are losing some huge project of temples, highway, institutions etc because
contractors are demanding more margins.
 Government Projects
Philips can target more government project, since they buy out the products of Philips
Lightings in a bulk fashion.

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References
1. http://www.philips.co.in/
2. http://www.careers.philips.com/in_en/sectors/lighting.wpd
3. https://en.wikipedia.org/wiki/Philips
4. http://finderboy.com/India/philips-national-trading-company-6820165142015.html
5. http://www.yarnsandfibers.com/about-us
6. http://www.lighting.philips.co.in/lightcommunity/trends/led/?int_origin=1_LI_home_ban
ner_in_en_hp_module_explore-led