9. LED Usage in various fields A bus with LED display board showing destination and stoppage.
10. LED usage in various fields A traffic light in Shanghai, China with LED lamps
11. LED vs. Incandescent A 5 watt LED produces approx. 18-22 lumens/watt. LEDs can be very small, less than 2mm. LEDs waste very little energy used. A 60-100 watt incandescent bulb produces 17 lumens per watt. The smallest lightbulb is around 2 inches in length. Incandescent bulbs waste nearly 98% of its energy as heat.
12. LED vs. Incandescent (contd) LEDs have a long useful lifespan, estimated to be 35,000 hours of useful life. LEDs fail by dimming over time. LEDs are shock resistant, due to solid-state parts. Incandescent bulbs have a relative lifespan of 1,500 hours. Incandescent bulbs fail abruptly. Incandescent bulbs are extremely fragile.
13. Vision Statement of IllumiCorp. Availability of cheap and reliable light source to rural areas with electrical connection. Availability of light source to undeveloped urban areas, especially slums. Reduce unaccounted light wastage from tampering of electricity sources. Decrease usage of electricity through efficient use of electricity.
14. Competition Rural Areas Kerosene Wick Lamps Kerosene Hurricane Lamps Incandescent Torches Home Solar Systems
16. Consumer Needs (Rural) Brighter light with wider diffusion. Lower daily expenditure. Wind-proofing Multi-user usability LED lamps diffuse light evenly. Kerosene lamp runs for 6 hrs per Rs. 10. LED runs for 50 hours. LEDs are very rugged The same light source is bright enough for 3 people.
17. Consumer Needs (Urban) Low power consumption. Portability Longer duration of usage. Incandescent : LED ratio for power consumption is 1:98 LED lamps are portable, since they are lightweight and rugged. 1 LED lasts for 35,000 hours.
18. Product IllumiCorp’s LED lamp is designed for multi-use. It is portable It has 2 energy sources, both solar as well as AC Mains. Contains a rechargeable battery. Priced at Rs. 199/-
19. Product (contd.) Gives 4.2 hours of light on batteries. Designed to be hung from a wall, a ceiling or kept on a bed.
20. Target Customer The availability of artificial light is dismal in the interior districts of quite a few states in India. The product is targeted at the rural poor, in the pilot phase. Data from Stanford Social Studies Report, June 2003
21. Market Size and Trends Data from Stanford Social Studies Report, June 2003
22. Marketing Plan Short Term Goals Streamline the process of penetrating new markets. Emphasize incentives for poor users, both rural and urban. After-sales customer service Establish good reputation with customers
23. Marketing Plan Long Term Goals Retain market focus. Accessible to even the poorest consumer. Make customers feel as consumers and not charity recipients.
24. Marketing Strategy Stimulate demand, in form of cheap and robust technology. Build positive brand recognition, especially over CFL Lamps. Emphasize product quality rather than cheapness to overcome stereotype.
25. Distribution The supply chain should have minimum handovers. Use of existing distribution channels. IllumiCorp to act as purchasing and manufacturing channel with zero inventory costs.
27. Organization Structure Illumicorp HQ coordinates marketing activity at the national and regional level. The HQ also coordinates with the factory for manufacturing, operations and resources, especially national and imported raw materials.
28. Pricing The product sells for Rs. 199 These prices, based on the retail price, includes a 10% margin to IllumiCorp, 10% margin to distributor and 15% margin to retailer.
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