This document discusses marketing strategies for rural solar products by Luminous Solar Products. It begins with background on solar cells and why rural areas were chosen. It then analyzes the company's current 4P marketing strategy of product, price, place and promotion. A SWOT analysis is provided. The current marketing strategy of partnering with the government on solar street lights is described. A new marketing strategy is proposed targeting rural agricultural customers with affordable product packages, communication through local government and events, expanded rural retailer distribution, and smaller product packs. Regular rural area visits are recommended to meet demand.

1. Product: Luminous Solar Products
A project of Rural Marketing
Assigned by : Prof. Jyoti
By: Abhilash
PGDM 2012-2014
Indian Institute Of Business Management
Patna,Biahr

2. History of Solar cell
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The term "Photo" comes from the greek meaning "Light" and "Voltaic"
comes from the name of an Italian Physicist "Volta".
The Photoelectric effect was first recognized in 1839 by French physicist
A.E.Becquerrel.
Albert Einstein explained the photovoltaic effect in 1905 for which he
received the Nobel Prize in Physics.
The modern Photovoltic cell was developed in 1954 by Bell Laboratories.
The highly Solar cell was first developed by Daryl Chapin , Calvin Souther
Fuller and Gerald Pearson in 1954 using a silicon p-n junction.
Solar cell were first used in Vangaurd 1 Satellite launched in 1958.

3. Why we choosen this product?
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This innovative product comes
mainly for rural areas as they
have scarcity of electricity.
There are more than 600,000
villages in India in which almost
62% of the villages are
unbrighten by electricity.
Lot of scope in rural areas for this
product.
Even goverment are also trying to
motivate this type of product as
this is renewable resourse of
energy.
Nicely growing in the rural
market.

4. 4P's of Luminous Solar Offering
Promotion:
•Advertising, public
relations, personal selling and sales
promotion.
•tag up with the government tagging
with the Ward People they are giving
street solar lamp.
Place:
•Luminous sales force
comprising over 300
personnel.
•Company is having more
than 40000 thousand retail
outlet across India.
•A good channel partner
base is assigned.
Products:
4P's
Price:
•Photovoltaic Modules range from
12000-15000 and min. 4000-5000
depending on the AMP.
•Solar Lanterns ranges from 9001100.
•many more depending on their
power.
•Solar Photovoltaic Modules,
• Solar home lamp system,
•Solar Lanterns,
• Solar home UPS,
• Solar Charge Controller
•And many more

5. SWOT analysis
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•Strong Market potential
•Attractive assets
•Supply chain
•Stabalization
•Competition
•Market Fluctuation
•Subsidiary
•Diversification
•Investment
•Taxation Policy
•Economical
•Technology
•New competitors

6. Present Marketing strategy
First lets see how rural peoples are aware of solar offering products:
• Govt. has tagged up with solar offering companies and provided villages Solar
Street Lights. From here peoples are aware of these product but not fully (aware).
• If in a home there is any one educated he brings Solar product then people came to
know about the Solar Offering Product but not fully (aware) again.
• According to a survey Royal Institutions of Chartered Surveyor RICS yet 59% of
the rural peoples are unaware of Solar products and those who are aware of solar
products only 13% of the them are having solar products.
• This low share of the product is due to low distribution and low market
communication.
• If we take an example rural areas where there is low electricity ,literacy ,low income
people cant afford TV which is the biggest track used for communication by solar
product companies.

7. New Marketing Strategy
Basics : It includes product planning , promotion and its distribution and much
more.
• For what Segment: Targeting rural peoples who are depend upon the agriculture.
As now a day people are moving from rural to urban but those who are in the rural
areas are mostly depended on the agriculture product.
• At what Price : Price should be vary from product to product. Company is having
a very good variation of product from high range to low range. Some of the special
package should be offered that can be in the budget. Which can be named as
“Luminous Kisan Pack”?
• With what Communication: Earlier Luminous is tagged up with Govt. and given
Solar Street Lights in Rural areas. Now Company should also tagged up with each
and every Panchayat so they can directly came into contact with rural peoples. As
Rural.Peoples are mostly influence by Panch’s so this tagging up can be very
much helpful. They can also do some communication through their own Van’s
mostly in season time because rural peoples are having their most of the income in
a particular season. They can also do some sort me programme during the HART
like wise “Luminous Solar Mela”.

8. Contd....
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What Distribution: Presently company is having 350 distribution centers and more than
5000 retailer’s point across India. But if they are offering solar products targeting rural
peoples they must have their retailer’s point in a village or in rural areas. It is quite not
possible to have single retailer’s point in each and every village but they can tackle this
issue by having 1 retail outlet for 4-5 villages, because neibhour villages are mostly very
much connected and they don’t have much distance. Weakly visit in their beat can also
done for tackling the demand.
Product planning : product can be in small pack e.g like shampoo companies are coming up
with pouch for rural peoples same like that we can come up with small pack also. Lets see
how..