Wipro Lightings

8/14/2019 Wipro Lightings

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MARKETING A- GROUP 3 Page 1

A report on wipro lightings asa B2B business FIRMSUBMITTED TO: Prof. Sekhar. V.

By

TEAM: 3

MEMBERS

AMRUTA KANAGALI 08PG216

ARVIND KUMAR RATHI 08PG221

JINU SIVANANDAN 08PG229

NAGENDRA PRASAD 08PG242

SHIKHAR BHATIA 08PG274


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1.INTRODUCTION TO WIPRO GROUP

2.KEY DOMAINS

3.INTRODUCTION TO WIPRO LIGHTINGS

4.PRODUCT RANGE

5.PRICING

6.COMPETITORS

7.DISTRIBUTION

8.PROCESS

8.1. PROCESS IMPROVEMENT

8.2. INTERNAL SCORECARD

9.CUSTOMER RELATIONSHIP MANAGEMMENT

9.1. CUSTOMER ADVOCACY

9.2. NET PROMOTOR SCORE

9.3. ANNUAL PERCEPTION SURVEY

10. SUSTAINABILITY

11. REFERENCES


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1. INTRODUCTION TO WIPRO GROUP

Wipro was born in 1947 as Western India Products Ltd. It was started by Mr. M. Hasham

Premji, father of Mr. Azim Premji, who set up an oil mill in Amalner, Maharashtra. The

rechristening happened in 1977 and the company came to be known as Wipro Products Limited.

In 1983, Wipro Information Technology Limited and Wipro Systems Limited were formed. In

1995, the companies merged to form Wipro Limited.

Wipro is a diversified corporation into Services, Consumer Products, Fluid Power, Bio-

Med and Information Technology. Wipro Corporations sales I the year ended March 31,2000

were 23.129 million. Over the last 10 years sales have grown at an average annual growth rate of

23% and profit after tax at 43%. In the same year 2000, the company was also listed on the New

York Stock Exchange.

Wipro seeks leadership in all businesses. They are the No. 2 in Information Technology

in Sales and No. 1 in Market Reputation. They are No. 1 in other areas like Network Integration,

Support, Healthcare Technology in South Asia, Hydraulic Cylinders, Export of Healthcare

Systems, Hair Care Soaps, Circular Florescent Lights and No. 2 in Software Exports, Fluid

Power Consumption, Baby Toiletries and Bakery Fats.

Wipros Vision:

"With utmost respect to Human Values,

we promise to serve our customer with

integrity, through a variety of Innovative

Value for Money Products and Services,

by Applying Thought, day after day."


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2. DOMAINS IN WHICH WIPRO HAS PRESENCE

Aerospace

Automotive

Banking

Business & Consumer Services

Communication Service Providers

Computer Peripherals

Computer Software

Computing

Consumer Electronics

Consumer Packaged Goods

Energy

Government

Healthcare

Hi Tech

Hospitality & Leisure

Insurance

Manufacturing

Media

Medical Devices

Mobile Devices

Pharmaceutical & Bio-Tech

Retail

Securities & Capital Markets

Semiconductors

Storage

Telecom

Telecom Equipment

Transportation

Utilities


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3. INTRODUCTION TO WIPRO LIGHTINGS

Wipro Lighting is in the business of manufacturing and marketing Wipro Brand of

Luminaries, Lamps and Accessories. Wipro Lighting caters to both institutional and retail

consumers and offers comprehensive lighting solutions across various application areas. Wipro

Lighting is part of the Wipro Consumer Care & Lighting Division of Wipro Limited. Wipro

Limited is a Rs. 8170 crore diversified corporate having interests in Information Technology,

Healthcare, Infrastructure Engineering and Consumer Care.

Wipro lighting has leadership in Lighting of:

Commercial lighting, Modern Work Spaces

Lighting Controls

Manufacturing & Pharmaceuticals

Designer Petrol Pumps

Architectural Outdoors

At Wipro Lighting, innovation is a never-ending journey. Its passion for innovation and

quality drives it to develop and deliver new products and solutions for its customers. Wipro

Lighting has been at the forefront of providing creative lighting solutions for modern

workspaces, healthcare centers, pharmaceutical industry, manufacturing, roads and highways,

landscape etc. It has helped customers create a cheerful workplace and meet their energy saving

needs through various offerings, such as:

Brightness Management lighting products for Modern Offices

High End Lighting Control and Architectural Dimming System

Lighting system for Healthcare Centers

Clean Room application products for Pharmaceutical & F&B Industry

High Intensity Discharge lamp Luminaries for Manufacturing Sector

Exclusively designed Architectural Street lighting products for City Roads and Highways

International Landscape Lighting products for Gardens, outdoor areas

Exclusively design Lighting products for Oil Retail outlets

High End Digital electronic ballast range with International certification


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4. PRODUCT RANGE:

Wipro lightings has divided its product range into 9 different categories as follows

Commercial lighting for modern workspaces

Lighting controls

Landscape lightings

Retail lightings

LEDs

Pharma and F & B lightings

Industrial/Factory lighting

Street and flood lighting

Accessories

4.1.OVERVIEW OF EACH PRODUCT RANGE:

1. Appropriate lighting can greatly impact the way people feel about their offices. This is the

prime reason why lighting of Modern Workspaces has evolved from simple functional

lighting to a more innovative and creative approach. Working environments are changing

radically. Information technology now enables us to use time and space in a more innovative

manner. Office design forms an important aspect today with respect to creating a warm &

vibrant work atmosphere. Considering this, modern workspace lighting has also transformed

by enhancing the effectiveness and efficiency of the people through the good quality of

lighting. Wipro Lighting has been at the forefront by continuously providing latest products

and technologies suitable for Modern Workspaces in line with international trends. Wipro

Lighting's Brightness Management Philosophy emphasizes on enhancing Productivitythrough Quality of Light rather than quantity of light alone.

Recess Indirect/Direct Luminaries

Recess Indirect Luminaries

Recess Direct/Indirect Luminaries

Suspended Direct/Indirect Luminaires

Recess CAT2 Dark Lighter Luminaires


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Recess Low Glare Luminaires

Recess Mirror Optic Luminaires

Surface Mirror Optic Luminaires

Surface Indoor Decorative Luminaires

2. Economic Liberalization in India has made competition severe among both Manufacturing as

well as service sectors. Naturally the bottom line has come under severe pressure forcing

organizations to look for practical and advanced solutions to save every Rupee. Lighting

consumes upto 50% of an office energy cost. Energy tariffs are on the rise day after day. By

use of Dimming Lighting controls, lighting energy costs can be cut by upto 70%. These extra

ordinary cost savings can be achieved by using Wipro Energy Management Systems (Wipro

EMS) to minimize wasteful use of light and to make maximum use of natural light. Wipro

Energy Management Systems allows control by reducing energy Costs and enhances

employee Convenience and Comfort.

Presence Detection Systems

Managed Lighting Systems

Scence Select System for Digital Dimming

Scence Select System for Analog Dimming

Lutron Lighting Control Systems

Analogue Dimmable Ballasts

3. Creative Landscape lighting is concerned with the illumination of features to exploit texture,

form and colour in order to suggest a sense of depth. Combinations of light and shadow can

create dramatic effects in complete contrast to the daylight scene. In Lighting for

Landscapes, it is desired to have subtle schemes to enhance planting, landscape features and

architecture to provide a stimulating night environment, plus lighting of paths, steps,

driveways and terraces, which is both functional and decorative. All the landscape lighting

products are meant for outdoor use. This means these products have to sustain various kinds

of abuse forced by environment as well as humans. In addition to the above, the landscape

lighting products must gel with the surroundings and should beautify them during daytime.

Wipro offers a variety range of internationally styled products for landscape lighting called

FANTASY. With this range Wipro Lighting has ensured that at night "The outdoors come

Alive."


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Bollards and Wall Lights

Pathways

Post Top

Drive Overs

Flood Lights

Under water LightsStep Lights

4. Lighting is one of the most vital aspects of product merchandise and store visibility.

Providing the right amount of light at the right time and place is always a challenge for a

lighting designer. Lighting should be considered a sales tool in retail environments. It can be

used to entice customers into the store, lead them through merchandise areas, call attention to

specific merchandise, and draw customers through the transaction process - all the while

conveying specific moods or enhancing merchandising themes. Effective use of light can

dramatically enhance the performance of most retail environments. At Wipro Lighting, we

understand your needs and are ready to deliver the best lighting effect!

Galaxy Recess Down Lighters - Horizontal

Galaxy Recess Down Lighters - Vertical

Recess Wall WASHERS

Recess CFL Mirror Optics

Surface CFL Mirror Optics

Recess Halogen Downlighters

Halogen Track LightsMetal Halide Downlighters

5. LED lighting fixtures offer endless colour changing possibilities to enhance your

environment. The infinite colour palette ranging from pretty pastels to deep intense hues

makes these products ideal for entertainment, architectural and retail applications. Transform

a look, highlight a feature, create an atmosphere the choice is yours. Colour mixing with

the LED Range gives the architect an unlimited colour palette never before available in a

range of lighting fixtures that can enhance building facades, water features and focal

displays. Indoors or outdoors, the Wipro LED range enables a new era of coloured light

generation.

LED Downlighter

LED Cabinet Light


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LED Signage or Cove Lighting

LED Contour Lights

LED Under Water Lighting

LED Flood Light

LED Walkover

LED Accent Lighting

6. Lighting for Pharma and F&B is governed by FDA /GMP norms. Lighting in these industries

needs to be uniform, with greater emphasis on increased Ingress Protection (Minimum IP54)

and by using anti-corrosive/food grade materials in construction. Wipro Lighting has been a

pioneer in this segment by providing energy saving products and solutions to customers that

are suitable for all class of Clean Rooms and for various ceiling systems.

Bottom Opening Clean Room Luminaire

Top Opening Clean Room LuminaireIndustrial Corrosion Proof Luminaire

7. Modern day Manufacturing is guided by international norms such as Good Manufacturing

Practices (GMP). Emphasis is to increase productivity, have zero defect manufacturing and

provide a safe & secure work environment. Typically the lighting has to be Uniform and

Glare free. Industries lay importance on having an energy efficient system, which in turn

translates into lower operational costs. Selection of the right Lamp source with high Colour

Rendering Index (CRI) is an important parameter when designing an Industrial work place.

Wipro Lighting has the experience and expertise in designing and manufacturing luminaires

suited for wide variety of industrial lighting applications like Pharma, Food and Beverages,

Electronic Manufacturing Industries, Factory Lighting and Petrol Pump Lighting.

Industrial Channels

Industrial Highbay Lighting / Midbay Luminaires

Industrial Lowbay Lighting / Luminaires

Lowbay Luminaires for Designer Petrol Pumps

Industrial Well Glass Luminaires

Industrial General Purpose Luminaires

8. Street Lighting is used to accentuate design and ensure security. Internationally Street Light

is not merely used for illumination of the roads, but also to blend with the surroundings by

enhancing architectural details. When choosing the appropriate Street Lighting system


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important parameters to be looked at are durability, economic efficiency and environmental

compatibility. Architects and consultants are becoming more aware of the necessity of

making towns more attractive for their inhabitants and visitors. Using the latest light sources

to ensure a high degree of colour and efficiency, Wipro Lighting offers a range of unique

Architectural Street Lights, which beautifies the urban setting. These streetlights are a perfect

blend of Style and Performance.

IP 66 Architectural Street Light

Pot optics Street Light

General Purpose Street Light

Fluorescent Street Lights

Post Top Luminaire

Non Integral Flood Light

Halogen Flood Light

9. The rapidly growing demand for energy is raising the Demand supply Gap. To close this Gap

India will have to invest in huge resources to create additional capacities for energy supply.

Alternatively focusing and achieving energy savings can also close this gap. Energy efficient

luminaries can cut energy costs by 35%. Energy saving ballasts that conform to international

norms like safety, performance, immunity to interference, mains harmonics, and immunity to

radio frequency interference are the norm of the hour. It has been Wipro Lighting's constant

endeavor to save energy and provide customers with practical and advanced solutions to save

every Rupee.

Control Gear

Electronic Ballasts

Electromagnetic Ballasts

Starter /Ignitor


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5. PRICING

Wipro Lightings follows different pricing strategies depending on the type of

customer. It has two pricing strategies for B2B and B2G customers. In case of B2B the

company charges based on the volume of good purchased, i.e., Bulk volume purchase

and frequency of purchase by any particular dealer.

Based on the Volume of purchase, the company needs prices them so that, they

are competitive enough for the dealer to have a large margin. The company also needs to

look into various aspects of pricing such as Basic price, Excise duty, Sales Tax, freight

tax, and commission to the dealers. These aspects vary with customers and more

incentives are given based on their relationship with the company. This can be termed as

customer based relationship pricing and because of which more and more dealers try to

build a strong relationship with the company,

Wipro lighting strategies differ for B2G purchase because it involves applying for

the tender, quoting the least price and not compromising on the quality. The company

usually has big projects such as lighting of National Highway, State Development

Authorities. Hence the company follows a different method altogether in pricing the

products for the government.

6. COMPETITORS:

Wipro Lightings key competitors are as follows:

Philips

GE

Bajaj lightings

Osram

Havells

Autolite Ltd.

Surya Roshini Ltd.

Usha


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7. DISTRIBUTION CHANNELS

The distribution channel followed by Wipro Lighting is pretty simple and they try to keep their

channels as small as possible so there is less distribution and maintenance problems. The goods

manufactured are directly shipped to various dealer outlets which also helps in reducing the

inventory holding cost for the company. The manufacturing units of Wipro Lightings are in

Mysore, Baddi and Pune from which all the finished goods are dispatched.

Wipro lightings has two channels to deliver the finished products to its customers, one being

Zero-level channel and the other being One-Level channel distribution. In case of Zero level

channel, there are lighting consultants which cater to various business units upon request. In this

case there are no intermediaries between the company and the end customers. Wipro lightingshave a huge dealer list across India covering almost all the important places. There are a total of

115 dealers who in turn distribute to various retailers and other customers.

Wipro Lightings follows Push Strategy in distribution of its lighting systems. Here it pushes its

dealers to push its sales to retailers by providing then with various incentives, margins and

discounts on purchase of lightings on bulk. In order to adopt push stratrgy Wipro believes in

Channel Membership through collaborative relationship management with its dealers and other

influencers. It follows the following 2 distribution methods

Selective Distribution: In this method, the company selects dealers who have good brand image

and high credibility in the market to distribute its lightings.

Exclusive Distribution: These are authorized dealers of Wipro Lightings which helps in

distributing all Wipro lighting systems to its retailers. They also act as distribution centers and

helps in holding inventories.


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FRAMEWORK OF B2B AND B2C CHANNELS OF WIPRO LIGHTINGS

Manufacturing Units

Consultants

Dealers Dealers

Business

UnitsCustomer Customer Customer Customer

115 Dealers

Distribution Channel

Another method of maintaining good relationship with the dealers is through Channel

Motivation. Here the dealers are given more incentives to push more of its products to its

retailers and other customers. They also provide innovative pricing strategies to these customers

when a bulk purchase is made or through extending their credit days to these loyal customers.

They also have a dedicated team to visit all the dealers and ensure satisfaction and quality service

to them. These sales executives visit these dealers at least once in a month to get their regular

feedback and build a strong customer database.


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8. PROCESS:

8.1.PROCESS IMPROVEMENT

Order to Cash cycle The sequential steps from acquisition of a customers order

up to the customers money reaching the operators bank account represents the financial

lifeblood of any communications company. Order-to-Cash cycle also does a lot more series of

milestones or activities go a long way to determine the customer experience and perception of

the communication provider.

To be a best-in-class process, entire Order to Cash cycle for an organization needs

to be optimized. True optimization of the order-to-cash cycle requires end-to-end view of the

entire process, and achieving this involves far more than fine-tuning some systems and

processes.

Moving an end-to-end process will involve changing the culture significantly, with

substantial support and inputs from management.

Three key elements to improve in the Order to Cash cycle are:

Customer experienceproviding flexible, and predictable service/lead times

Revenue/cash flow

Fulfilling the order in a predictable cost baseImproving on operational eficiency by

eliminating NVA and bottlenecks


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8.2.INTERNAL SCORE CARD

A score card could be used to check the efficiency and the effectiveness of the processes

followed at every level in the organization. With the help of it organizations can measure how

well they are functioning and how to predict future performance. Basically, it's a way to map and

translate complex business information into something that's understandable to everyone


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The methodology starts with targets defined by the organization, followed by scorecard

measures. These usually include both corporate targets and business unit targets, which are then

honed into individual measures and targets. It's a very flexible approach, designed to be adapted

to any organization's needs

Major benefits include increased structure and shared objectives; these often lead to greater

financial return. It allows organizations to become more functional and enabled. For specific

programs, a balanced scorecard can raise the profile of key projects, which can help with funding

and internal support. It's also possible to use the strategic map that a balanced scorecard approach

creates to help guide programs toward success


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9. CUSTOMER RELATIONSHIP MANAGEMENT

9.1.CUSTOMER ADVOCACY

Wipro as a customer-centric organization has a dedicated team called Customer

Advocacy to address any unforeseen challenges. Their objective is to enhance the customer

experience.

A two-pronged approach of proactive and reactive management is followed. C-sat

surveys are used to identify proactive actions and enhance client satisfaction. Customer

escalations received by Customer Advocacy are worked on with alacrity and driven to closure, to

form part of reactive management by fanatical customer advocates.

PITSTOP, the package used to document all the escalations received by Customer

Advocacy, not only drives for complaint closure, it also drives for Root Cause Analysis and

process enhancement with respective stakeholders

THE PROCESS FOLLOWED:


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9.2.NET PROMOTOR SCORE :

To get customer feedback on the issues addressed in the last quarter, a repoll is done.

This is to verify non-recurrence of the problem, customer satisfaction or any other response or

comment from the customer

9.3.PERCEPTION SURVEY

A perception survey is carried out by Wipro in various areas like products, service,

availability etc .The objective is to measure the strengths & weaknesses through the eyes of thr

customer, hear the voice of the customer, work on the feedback & plan for new initiatives.

The following are the categories on which customers are surveyed:

Availability

Assurance


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Competence

Credibility

Reliability

Value for money

Problem escalation


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10.SUSTAINABILITY FACTORS

Green Energy

Strong Penetration in Government sector

Strong Brand Value

Leading R&D and Innovation

11.REFERENCES

www.wiprolightings.com

www.wipro.com

Interaction with Mr. Vishwajeet Rajawaday and Mr. Sailesh Totekar.

[BUSINESS MANAGER WIPRO LIGHTINGS & RETAIL MANAGER

respectively]
http://www.wiprolightings.com/http://www.wiprolightings.com/http://www.wipro.com/http://www.wipro.com/http://www.wipro.com/http://www.wiprolightings.com/

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