IILM INSTITUTE FOR HIGHER EDUCATION GURGAON

ENERGISING SOLUTION A meet to rural entrepreneur

Group members: Ankit Tomar Atish Kumar Swapnil Anand Tanu Srivastava Teena Kumari Tanwar Vishwajeet Singh
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METHODOLOGY
The project followed with a visit to the entrepreneur working for a rural organization Energized solution. Our group took a appointment with Mr. Himanshu Khandelwal, then it was followed up by our group meeting with the person and asking some already planned questions. He shared with us some of the products selling strategy that the company is using to make rural consumers aware of the products. He also shared the segmentation, targeting , and positioning of the brand. also the future plans of the company to expand in the rural market. We analyzed that there were some specific products which were more accepted by the rural consumers than the other products. The brand as such was not being so popular in the rural market. Thus we came to know certain findings and some of the analysis from the response taken from Mr. Himanshu Khandelwal.

OBJECTIVE
To find the rural marketing strategy used by a entrepreneur working for the rural market. The products being made to cater to market and the response of the rural people about the products and the brands.

Table of Contents

METHODOLOGY ....................................................................................................................................... 2 OBJECTIVE ............................................................................................................................................... 3 COMPANY OVERVIEW ....................................................................................................................... 5 PRODUCTS OF THE COMPANY.......................................................................................................... 7 COMPANY OBJECTIVE ....................................................................................................................... 9 CASE STUDIES FROM RURAL INDIA .............................................................................................. 10 SUGGESTION ...................................................................................................................................... 12

Our Motto
The Brighter Side of Life

COMPANY OVERVIEW
y Energized Solutions endeavors to become a diversified company serving the rural markets through products and services in the areas of energy, water, affordable housing, warehousing, supply chain, transportation and agricultural facilities. y The focus of the organization is on emerging opportunities in the traditionally acknowledged social sector. y The value proposition that Energized Solutions operates upon is to make scalable and sustainable business models and integrate other aspects of product/ service delivery around the model. y While diversification into emerging opportunities is both a key objective and an underlying strategy of the organization, Energized Solutions attempts to create a strong foothold in one sector before making a transition into the next. y At the same time, the company will strive to create competencies for the future, which will both enable and facilitate such transition into subsequent domain(s). y Energized Solutions would also attempt at remaining a flexible outfit, investing in competencies and not just in verticals. y Energized Solutions aims to become a preferred place to work - employees and vendors, external agencies and internal stakeholders should be happy to associate with the organization. y y At Energized Solutions, consumers will always come first. Energized Solutions will always endeavour to focus on the product, ensuring that the focal point of the business is the value proposition that it offers. y At various points in the life-cycle of a company, there may be a temptation to carry on with a single product; however the DNA of Energized Solutions demands improvement with every passing day, in every step of the journey. y The attempt is to be closely aligned to the market, seek active feedback, focus on improvement and implement this with rigor.
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y No effort is wasted in improving the final product, as long as it constantly adds value to
the end user.

PRODUCTS OF THE COMPANY Solar lighting

Day lighting features such as this oculus at the top of the Pantheon, in Rome, Italy have been in use since antiquity.

The history of lighting is dominated by the use of natural light. The Romans recognized a right to light as early as the 6th century and English law echoed these judgments with the Prescription Act of 1832. In the 20th century artificial lighting became the main source of interior illumination but day lighting techniques and hybrid solar lighting solutions are ways to reduce energy consumption. Day lighting systems collect and distribute sunlight to provide interior illumination. This passive technology directly offsets energy use by replacing artificial lighting, and indirectly offsets non-solar energy use by reducing the need for air-conditioning. Although difficult to quantify, the use of natural lighting also offers physiological and psychological benefits compared to artificial lighting. Day lighting design implies careful selection of window types, sizes and orientation; exterior shading devices may be considered as well. Individual features include saw tooth roofs, clerestory windows, light shelves, skylights and light tubes. They may be incorporated into existing structures, but are most effective when integrated into a solar design package that accounts for factors such as glare, heat flux and time-of-use. When day lighting features are properly implemented they can reduce lighting-related energy requirements by 25%. Hybrid solar lighting is an active solar method of providing interior illumination. HSL systems collect sunlight using focusing mirrors that track the Sun and use optical fibers to

transmit it inside the building to supplement conventional lighting. In single-story applications these systems are able to transmit 50% of the direct sunlight received. Solar lights that charge during the day and light up at dusk are a common sight along walkways. Although daylight saving time is promoted as a way to use sunlight to save energy, recent research has been limited and reports contradictory results: several studies report savings, but just as many suggest no effect or even a net loss, particularly when gasoline consumption is taken into account. Electricity use is greatly affected by geography, climate and economics, making it hard to generalize from single studies.

COMPANY OBJECTIVE
y y y To analyze the competitors strategies, objectives, strengths, and weaknesses. To understand how market leader, challenger, follower, and nicher compete effectively. To recommend suitable measures to be taken by the energized solutions India private limited to further improve its brand perception. y y y y y y y
y

To understand what is brand and how does branding work. To analyses the decisions in developing the branding strategy. To know how can a firm choose and communicate effective positioning in the market. To know what marketing strategies are appropriate at each stage of the product life cycle. To know how the brands are differentiated. To know the implication of market evolution for marketing strategies. To understand about the brand equity. To know how the brand does equity built, measured and managed.

CASE STUDIES FROM RURAL INDIA 1. Case Study/Utility Story

The City of Kolkata sought to reduce its energy use and maintenance costs on street lighting within the city. Through a collaborative partnership, they were able to replace 270 mercury vapor fixtures averaging 175 watts with equivalent LED fixtures averaging 95 watts. The new LED (light emitting diode) streetlights have an improved light quality, last longer, require less maintenance, reduce light pollution, and cost less to operate than the traditional mercury vapor lamps. LEDs send light in only one direction, thereby reducing the amount of energy used and eliminating the reflectors needed to deflect unneeded light back towards the street.

2. Case Study/Utility Story

The West Bengal State Marketing Board, has installed solar street lights in the major rural markets of the state. In the past, solar-powered outdoor lighting was a costly alternative for outdoor illumination. Following a comparison between solar and ACpowered fixtures, it was affirmed that the solar LED streetlights would save significant cost as they require no maintenance, no wiring and are autonomous fixtures. Also, a major advantage is the fact that the lights switch on/off automatically based on the ambient conditions which means there is no wastage of electricity.

3. Case Study/Utility Story

I run a small vegetable store in the front porch of my house (in UP). I also put a stall in the vegetable market every evening. Earlier, I had to shut both at 6-6:30 when daylight faded. Once, when I was in the city, I saw the solar light in a shop. The person explained how the light worked I was skeptical at first and came away without buying it. A month later, I again found several people outside his shop. Recognizing some buyers, I also bought the ZAPPO which came with a mobile charger. With this I was able to run my stalls till 9pm. I found that because of the light, most customers would flock to my stall, since they could see the vegetables better. In 2

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months, the extra income I made compensated for the cost of the light. It is a great investment, and now several more people in my village have also bought it.

Questionnaire asked to Mr. Himanshu Khandelwal :

1. Dose "pioneers brand" causes threat to companies market ? 2. Do you finds something unique and meaningful about the products of energized solutions India Private Limited ? 3. 4. Which is the most important factor in building the brand equity? Does consumer perceive difference among brands in a solar product category?

5. Does companies should more focus on the competitor or maintain a balance between consumer and competitor monitoring ? 6. Do you agree with the lucky draw schemes and the promotional offers or discount make them to buy solar product ? 7. How do people become aware of their needs for the products offering of the company ?

8. Does the consumer more concern about the product reputation and services offered while purchasing the solar product ? 9. How do the consumer make their final selection ? 10. Does point of parity and point of difference played the major role in brand positioning.

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SUGGESTION
1. Customer satisfaction should be the ultimate aim of the company so that they are able to reach to their target customers over a short span of time. 2. Company should encourage solving the customers complaint. The aim of the company is to handle the customer and dealers complaint in the speedy manner. 3. More promotional schemes should be introduced for customers. advertisement can also help in promoting Sales of the products 4. 5. 6. Timely feedback should be taken so that all the problems can be easily removed. The company should provide good margin for distributorship. The company should try to encourage the local retailers to buy the product by giving them adequate reward. The company should give them reward for the sales and also provide them proper assistance in the promotional activities like canopy , and advertisements in the local newspapers and also hordings in various places so that the awareness of the solar products increases and the people thinks towards buying the solar products. 7. The company should appointed the team of people who will only look after the promotional campaign like canopy, posters and banners on the important points of the territory. 8. The company should motivate the sales team for achieving their targets. Because unless there is the proper motivation, the sales representatives will not achieve the desired results. so the company should try to give them lucrative rewards and incentives. 9. The company should clear to their sales representatives that they should go to the inverter and battery distributors and dealers and not confined only to the jai kirti cement and chaddar dealers. If the sales officers confined only to the cement and chaddar dealers they will not trap the market. 10. Most of the sales officers which the company has appointed for the ESIPL are from the a infrastructure ltd. So they are not keen in ESIPL. They not even told the name of the company when they meet the dealers. so this lacks the awareness of the company in the minds of others and hence creates the lacunae to create the company as a brand.

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