GE Lighting is a leading supplier of lighting products for global consumer, commercial and industrial markets. Products include incandescent, fluorescent, high-intensity discharge, halogen and holiday lamps, along with portable lighting fixtures, lamp components and quartz products. GE also manufactures outdoor lighting fixtures, residential wiring devices and commercial lighting controls. Edison may have invented incandescent lighting, but the years since have been witness to an amazing series of improvements and new technologies, many of which were developed by the researchers at General Electric. GE's leaders through the years have built a diverse portfolio of leading businesses; a stream of powerful Company-wide initiatives that drives growth and reduces cost; financial strength and Controllership that allow it to capitalize on opportunities through numerous cycles.
GE's vision is to recreate the company in India. India businesses help drive GE's four corporate initiatives — globalization, services, six sigma quality and e-business.
GE Lighting India was set up in 1992 to manufacture and market the entire range of light sources as well as their components. As the most integrated manufacturer of lamp sources in India, the company markets a wide range of world-class, long lasting, energy efficient and high quality light sources and luminaries in India and the neighboring countries under the brand names GE and Cema. The product range covers the complete spectrum of light sources including halogen, high intensity discharge, fluorescent and compact fluorescent and luminaries for indoor and outdoor applications.
The Company also designs lighting installations including indoor commercial, industrial, architectural, residential, monumental and stadia in accordance with international standards using Europic, a proprietary, sophisticated lighting application package. Some of GE Lighting's prestigious installations include IBM, Digital Equipments, Price Waterhouse, Pantaloon and Cisco among others.
[...] 21% i.e of them are offered with trade discounts as promotional schemes for retailers A negligible percentage of 3 are provided with reward programs based on repeat purchases. Since there are not many promotional schemes such as discount, rewards and prizes are not present, it provides a good base to devise competitive schemes to attract retailers in turn the customers Retailer Perceptions Most beneficial Scheme Number Percentage Table 3.10 Interpretation: From the above table and graph it can be inferred that 34% i.e out of 120 retailers feel that Customer free offer could be the most beneficial scheme for sales promotion of various home lighting brands. [...]
[...] But 22% of them do not have a specific reason so as to why they buy from their distributor Frequency of Purchase Purchasing Frequency Number Percentage Interpretation: From the above table and graph it can be inferred that out of 120 retail stores 68% i.e of them purchase on a monthly basis followed by 19% i.e of them purchase every 15 days and i.e of them purchase once a week Mode of Payment Mode of Payment Number Percentage Interpretation: From the above table and graph it can be inferred that out of 120 retail stores 96% i.e of them do cash payment while the rest i.e of them are on credit. [...]
[...] The scope of the study is to determine the stocking trends and preferred schemes for retailers as well as customers as a part of promotion of GE's home lighting brands and the perception about the degree of influence of schemes on the retailers. This is done to plan and select an optimal promotional scheme or a combination of schemes to be effective and efficient lighting brand. Retailer perception largely influences consumer buying behavior since non- electric stores do not sell lighting brands exclusively and a major segment of customers to these stores may not have a particular brand preference. [...]
[...] Retail Lighting Retailers - Advanced GE lamps can help store, merchandise, and bottom line in the best possible light SWOT ANALYSIS Strengths GE positions itself with a strong global Brand name GE is SIX SIGMA multi-national company with quality being its greatest strength It has a wide range of diversified products in its offering Huge Capital investments possible Increasing Dividend growth record Weaknesses Low Brand awareness in India Lack of broader distributorship Lesser focus on Advertising Negligible promotional schemes for retailers Opportunities High growth potential if brand awareness is increased through improved advertising As a new entrant, retailer promotional schemes could be devised to boost initial sales Quality and durability assurance would improve consumer demand Identification of potential market in rural segment Threats Product substitutability is very high In India, Philips being a market leader in lighting it would be difficult for GE to over ride it Competitive brands are fast catching up in the industry As a foreign multi-national company, GE might find it difficult to understand Indian consumer preferences and offer a competitively attractive product DESIGN OF THE STUDY Project Title retailer survey on home lighting brands in non-electric stores as a part of market sensing process". [...]
[...] Scope of the study The scope of the study is to determine the stocking trends and preferred schemes for retailers as well as customers as a part of promotion of GE's home lighting brands and the perception about the degree of influence of schemes on the retailers. This is done to plan and select an optimal promotional scheme or a combination of schemes to be effective and efficient lighting brand. Limitations of the study As the geographical area covered is only in Bangalore and its outskirts, the information and findings may not be applied in other cities. [...]
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