Research Report

A RESEARCH PROJECT REPORT

ON

“FUTURE FEASIBILITIES OF LUTRON IN INDIAN MARKET”

Submitted in partial fulfillment of the requirementsFor the award of the Degree of

Master of Business Administration(2011)

(Lutron Sales and Services Pvt. Ltd, Gurgoan)

Submitted ByGaurav ShrivastavaMBA-3rd Semester

(Rai Business School, New Delhi)

Gaurav ShrivastavaLutron Project Report - 1

DECLARATION

I hereby declare that the project report entitled “FUTURE FEASIBILITIES OF

LUTRON IN INDIAN MARKET” is the produce of my sincere effort. This Summer

Internship Project Report is being submitted by me alone, at RBS, Rai

Business School, New Delhi for the partial fulfillment of the course MBA, and

the report has not been submitted to any other educational institutions or

for any other purpose whatsoever.

Gaurav Shrivastava


PREFACE

The report on “Future Feasibilities of Lutron in Indian Market” deals with the

emerging trends of Market Research. The research is primary as well as secondary in

nature.

The primary research is done through searching new construction sites and new clients

(Architects, Interior Designers and Electrical Consultants).

The result that came out is that Primary research leads to provide new source of

business to Lutron.

The secondary research dealt with the secondary data provided by Lutron and updates

that secondary data of Lutron.

In the last the report contains a suggestive model and SWOT analysis of Lutron

business model given by me as a recommendation.


ACKNOWLEDGEMENT

This project has been made possible through the direct and indirect co-operation of

various people for whom I wish to express my appreciation and gratitude. In the

preparation of this project report I have received help and encouragement from

different sources.

I express my sincere gratitude to Mr. Manjul Trehan; I convey my regards to my

Project Guide Mr. Moses Phillip for her untiring support and encouragement.

I am also very thankful to all the faculty members of RBS for providing me with their

valuable suggestions and moral support to complete my report in expected format. A

special thanks to my parents who encourage me a lot during my project session.

I once again thanks to all those who extended their support and co-operation in

bringing out this project work successfully.

Gaurav Shrivastava

LIST OF CONTENTS


INTRODUCTION

Why Lutron:


Certificate.

Declaration.

Preface.

Acknowledgement.

1. Introduction.

2. Objectives of the Research.

3. The Study Involved.

4. Research Methodology.

5. Research Analysis and Findings.

6. Limitations.

7. Conclusion.

8. Recommendations.

9. How Lutron Lighting Control Impact to Green Building

Bibliography.

Since 1961, Lutron has led the way in lighting control:

For more than 40 years, Lutron has been committed to product innovation, superb quality and unparalleled customer service. These attributes make Lutron the first choice of many of the world's foremost architects, engineers, homeowners, lighting designers and contractors. This guide will help you choose and install the most innovative lighting controls in the industry.Lutron is all about solid state dimmers. Lutron also involved in light switching and Lutron provide different ranges to use light. (20%, 40%, 60%, 80% etc.).

Ease of installation:

Installation is simple and easy. Generally, dimmers will install just like a standard on/off switch.

No callbacks:

Lutron offers you the highest quality in the industry, which means no callbacks. Install a Lutron product and it will work the first time, every time.

Energy savings as compared to a switch:

Dimming the lights Saves You electricity Makes bulbs last longer10% 10% 2 times longer25% 20% 4 times longer50% 40% 20 times longer75% 60% >20 times longer

Dimming the lights:

• saves energy• extends the life of light bulbs• saves homeowners time and money

Service:

Lutron supports you with the best service in the industry, including a free customer helpline –0800.282.107.

Why Lutron Dimmers:

TRIAC based dimmer which does chopping of current.

Why Dimming:

Energy Saving Dimming reduces energy consumption. Saving cost by extending the lamp life.

Comfort Dimming provides comfort to eyes.

Flexibility Change the light levels for different activities. Add versatility to dinning, living, and entertainment room.


Adapt the lighting in conference rooms, partition able space for multi purposes.

Productivity Reduce glare at computer workstation.

Aesthetics Dim to create the perfect mood. Bring focus on products or display window.

LampThe part which glows is called lamp.

Lamp Type

Lamps Incandescent Halogens Cold Cathode MLV(Magnetic Low

Voltage)/ELV(Electronic Low Voltage)

Par Lamps

CFL(Compact Florescent Light)

FTL(Florescent Tube Light)

LED

To Use Transformer/Direct Ballast Electronic Magnetic

Driver

To Dim Direct Dimmable Dimmable Ballast 0-10V 1-10V DALI(Digital

Addressable Lighting Interface)

Dimmable Driver 0-10V DMX DALI

Load Type

Incandescent 25w,40w,60w,100

wHalogens

12V/50w 60w,100w(rarely

used)Cold Cathodes

Defined by length.MLV/ELV

60w, 100w, 150w.

CFL 5w, 8w, 11w

not used dimming.

18w, 26w, 28w, 32w.

FTL(T5) 28w

LED2w, 5w, 8w, 10w.

DMX

It is used to change color of light. (Basically used in Malls.)

Lutron Products

1. Manual Dimmers LYNEO RANIA


2. RADIO POWER SAVER (RPS)”Energy Saver Product”.3. Stand Alone Dimming & Automation Device.

GRAFIK EYE(QS)

RTISS (Real Time Illumination Stability System)

This technology is used to control voltage fluctuations. It is inbuilt technology in Lutron Product. “Each is every product is tested under standard load. Lutron is not involved batch testing process.”



OBJECTIVES OF THE RESEARCH

Various objectives of conducting the study are: -

To study the future scope of Lutron in the Indian market.

To find out the various benefits or opportunity of Indian market for Lutron.

To study the impact of Lutron lighting control to green building.

THE STUDY INVOLVED

Company Profile:


The History of Dimming Begins with Lutron:

In 1961, Lutron introduced the world's first solid state dimmer. From that point forward, Lutron innovations transformed the world of lighting controls. Today, with more than 75 utility and 40 design patents and over 10,000 products shipped to 80 countries worldwide, Lutron continues to lead the way in dimming innovation and quality. Products range from simple wall controls that dim room lights (like the rotary control you probably have on your dining room wall) to complex systems that can control an entire home or building.

How the dimmer was invented:

Joel Spira has always been interested in light. He is fascinatedby the physics of light, its psychological and emotional effectsand the informational characteristics. A number of yearsago, someone showed him a solid-state device called a siliconcontrolled rectifier (SCR), which is the size of a large pea.During World War II in the Navy, he had a device that did thesame thing as the SCR for secret radars but was the size of acarton of milk. He was immediately struck by the capabilitythat this new device offered for the control of electrical power.The SCR worked by chopping out a varying portion of the60-cycle sine wave. It then became apparent to him that you could put this new device in a wallbox for an ordinary switch and there by dim the ordinary light bulb. Dimming the light bulb could save electrical energy costs. There were dimmers that could dim light bulbs, however they were the size of a breadbox and would not make an item that could be used by many people. It was a combination of technology, the physics of light, the idea of comfort, control and enhancing the home environment that started the whole thing. So he tested out the idea. It worked; he patented this idea and was off to the races.

Capri® dimmer and marketing materials-The original style of dimmer commercialized by Joel Spira in the early 1960s — the Capri. The original 18” tall, lighted Capri display (below left) features a fully functional dimmer and suggested rooms of use. The original Capri sales sheet conveys the benefits of dimming the lights in any room of the home.

1971 | Nova® The first linear slide dimmer-In 1971, Joel Spira introduced America to a new styleof architectural dimmer — the Nova linear slide. Therugged Nova dimmer, with its distinct linear slidecontrol, was designed for demanding applications ofup to 2000 Watts. The product was so widely acceptedthat Joel Spira expanded the family of products toinclude dimmers for all light sources, plus switchesand fan controls. Today, the Nova is one of the mostrecognized and utilized products in the lightingcontrol market.

100% Factory Tested:

Lutron lighting controls ship guaranteed to work. Products are factory tested, ready to perform under the most demanding field conditions. Superior Quality to Withstand Harsh conditions. Lutron products are designed and tested in anticipation of the harshest conditions the world has to offer. Whether it’s heat, frequency shifts, improper


installations, voltage spikes, or electrostatic discharge, Lutron products are designed for many years of trouble-free performance.

Certified to ISO 9001 Quality Standard:

The "1" in ISO 9001 indicates the most stringent of ISO 9000 certifications, and has special significance for Lutron customers. ISO 9001 ensures customers that Lutron directly designs, engineers, and manufactures its products, while staffing field services and job start-ups with Lutron employees. Environmentally Friendly Lutron dimmers save electricity. These savings add up to a significant and positive impact on the environment. As a rough estimate, Lutron dimmers currently in use save as much electricity in a year as is output by multiple power generating plants. Considerably less air, heat and water pollution are the direct results. Additionally, Lutron’s environmentally-friendly manufacturing practices include systematic recycling of materials used in components and processes, and the use of recycled or recyclable product packaging whenever possible.

Global Presence:

Lutron stocks, services, and supports its lighting controls worldwide. Around the globe, our customers recognize and rely upon Lutron quality and customer support to meet their lighting control needs. Our European headquarters is in London, England with offices in Madrid and Barcelona, Spain; Berlin, Germany; and Paris, France. Our world headquarters is located in Coopersburg, Pennsylvania, in the Northeastern, U.S. We are conveniently located near New York City; Philadelphia and Washington D.C. Asian offices are located in Tokyo, Japan; Singapore, Shanghai, Beijing and Hong Kong.

Lutron’s Five Principles:

Take care of the customer. Take care of the company. Take care of the employee. Innovate with high quality products. Deliver value to the customers.

Business Strategies:

The definition of business strategy is a long term plan of action designed to achieve a particular goal or set of goals or objectives. Strategy is management's game plan for strengthening the performance of the enterprise. Lutron deals with its clients through distributors. Distributor take cares of installation and maintenance of products for clients.

Indirect Approach:


In indirect approach Lutron does not deal with client directly. Lutron interacts with the distributor and distributor deals with clients.

Direct Approach:

In direct approach Lutron deals with its clients for lead generation with involvement of its distributors. Enquiries of clients are handled by distributors only.

Business Process:


Lutron Distributor Client

Client

Lutron

Distributor

Lead Generation

Collection of Project Drawings

Company Hierarchy:


Load Schedule

BOM (Bill of Material)/BOQ (Bill of Quantity)

Quote

Revised Quote

Purchase Order

Performa Invoice

T.T. (Fund Transfer)

Country Head

Regional Manager (AM) Admin Manager Application Design Engineer

Delhi Mumbai

Dispatch of Material

Distributor Details:

BABBLER MARKETING PVT LTD ABB LIFE SCIENCES PVT LTD ANUSHA TECHNOVISION PVT LTD

CAUVERY ELECTRICALS ANUSHA TECHNOVISION PVT LTD INNOVATIVE SYSTEMS & SOLUTIONS

M.R.S. CORPORATION

XSYS SOLUTIONS

Product Details:

Stand Alone Controls

Single Room Controls

Whole Home Systems

Whole Building Systems

Shading Systems

Sensors

Dimmers & Switches

Fan Controls

Timers

Sensors

Maestro Wireless

Spacer System

RadioRA 2

AuroRa

RadioRA 2

HomeWorks

GRAFIK Eye 4000

LCP 128

XPS

SoftSwitc

Sivoia QED

Sivoia QS

Sivoia QS Wireless

Occupancy / Vacancy

Daylight


Bangalore

India

Bangalore Delhi Mumbai

(Dimmer / Switch)

eco-home

Wallplates & Accessories

GRAFIK Eye 3000

GRAFIK Eye QS

Stanza

RadioTouch

Balance LC

Athlite

h Energi Savr

Node

EcoSystem

GRAFIK 7000

Quantum

Hyperion Solar-adaptive

Shading

Fabrics

Other Systems

List of some Lutron products available in Indian Market:

Lyneo Rania GRAFIKEye QS Radio Power Saver GXI GRX

LYNEO 0-10V FLUORESCENT DIMMER:

LYNEO 0–10 V PRESET DIMMER:

• Model #: LNTV-F20B-XX-M• On/off button enables user to turn the lights on to

a preset light level quickly and easily.• Select light level with slider—slide up to brighten,

down to dim.• For 0–10 V dimmable fluorescent ballasts, 2 way.• Rated for maximum 20 ballasts/40 mA control current.• Requires an external non-latching (monostable) relay

with a coil rated for 250 V and 30 VA max by another manufacturer.

LYNEO 0–10 V SLIDER DIMMER:


• Model #: LSTV-F20B-XX-M.• Select light level with slider - slide up to brighten,

down to dim.• For 0–10 V dimmable fluorescent ballasts.• Rated for maximum 20 ballasts/40 mA control current.• Requires mains voltage occupancy sensor by another manufacturer to power

ballasts.

RANIA DIMMER:

Product family features:

• Green LEDs indicate light level• Lights softly fade to on/off• Acoustically quiet operation• Tap on to favorite level; tap off• Tap twice for full on• Press, hold and release for gradual fade-to-off• Press up/down buttons to adjust light level

Technical specifications:

• 220 - 240 V~, 50/60 Hz• Backbox with a depth of at least 35mm backbox recommended• CE approved• Universal dimmer controls incandescent, halogen, electronic and magnetic low

voltage where transformer type is unknown• Multi-location dimming – use with accessory dimmer

LyneoTMslideto off

LyneoPreset

Lyneo0-10 slider

Lyneo0-10preset

Rania®andRania IR(single& dual)

Dimmer

incandescent/halogen

✔ ✔ ✔

magnetic low voltage ✔ ✔

electronic low voltage

✔

Universal ✔

Infrared ✔


1-way ✔ ✔ ✔

2-way ✔ ✔ ✔

Multiway ✔ ✔

Fluorescentloads 0-10 V

✔ ✔

GRAFIKEye QS

The new Lutron QS technology provides intuitive control of both electric light andday light. With the new GRAFIK Eye® QS preset lighting control system, adjust your lights and blinds for any task or activity in any room — commercial, institutional, or residential. Recall these settings with the touch of a button. The new QS technology provides convenient control and enhancement of the visual environment.


Advantages:

Simple to operateo The GRAFIK Eye QS and seeTouch® QS have large, engravable, backlit

buttons. The GRAFIK Eye QS also has an information display with multiple language options.

Easy to design and integrateo The GRAFIK Eye QS and Sivoia® QS blinds work together without

interfaces. In addition, GRAFIK Eye QS works directly with occupancy sensors and connects to A/V devices and building management control systems.

Ultra-quiet performanceo Sivoia QS roller blinds operate at a near-silent level, rated at 44dBA at 1 m

(approx. 3 ft.). Control daylight without disturbing the activity in a space.

Precision control of daylighto Sivoia QS roller blinds utilise patented Lutron quiet electronic drive

technology to control blinds with quiet precision and elegance. Blinds start, move, and stop in unison, operating smoothly and maintaining perfect alignment with each other. Minimal 20 mm (0.75 in.) light gaps ensure maximum window coverage.

Saves energyo The GRAFIK Eye QS has an energy savings indicator, built-in astronomical

and programmable time clock, direct connection to occupancy sensor for manual on/automatic off, and the ability to dim lights to specific preset levels. Sivoia QS blinds reduce solar heat gain,decreasing cooling costs by up to 10%.


Features:

Control your blinds: o Backlit labeled blind control buttons (changeable in the field).

Backlit zone buttons: o Raise or lower each group of lights.LEDs indicate the current light level for

each zone.

Colour options: o Available in multiple colours for endless combinations that will accent any

décor.

Control your lights: o Backlit labeled buttons for selecting scenes, with or without blinds

(changeable in the field).

Infrared remote control: o Provide hand-held control with an infrared remote.

Time clock: o Provides scheduling to meet energy code requirements (multiple language

options).

Information display: o Easily read energy savings, lighting levels, and time clock information

(multiple language options).

Connections to :o Infrared receivero Personal computer


o Occupancy sensor (no power supply needed)o A/V and building management systems via RS232/ethernet interfaceo Accessory wallstationso Additional GRAFIK Eye QS control unitso Sivoia® QS roller blinds

Radio Power Saver:

Lutron’s occupancy and vacancy sensors are wireless ceiling-mounted battery-powered passive infrared (PIR) sensors that automatically control lights via RF communication to compatible dimming or switching devices. These sensors detect the heat from people moving within an area to determine when the space is occupied. The sensors then wirelessly transmit the appropriate commands to the associated dimming or switching devices to turn the lights on or off automatically. They combine both convenience and exceptional energysavings along with ease of installation.

Features Wireless occupancy sensor has 3 settings available:

Auto-On/Auto-Off, Auto-On Low-Light/Auto-Off, andManual-On/Auto-Off options


Auto-On Low-Light feature will only turn lights on automaticallyif there is less than approximately 1 fc (10 lux) of ambient light

10-year battery life design Passive infrared motion detection with exclusive Lutron XCTTM Technology for fine motion detection 360˚ coverage ranges from 30 m2 (324 ft2) to 62 m2 (676 ft2) for superior fine

motion detection Multiple ceiling-mount methods available for different ceiling materials RoHS compliant Simple and intuitive adjustments available for Timeout, Auto-On, and Sensitivity

settings Front accessible test buttons make setup easy Lens illuminates during test mode to verify ideal locations Up to 3 sensors can be added with each RF dimming or switching device for

extended coverage Each sensor may be added to up to 10 compatible RF dimming and switching

devices for spaces with multiple zones of lighting The sensor should be mounted within 9,1 m (30 ft) of the associated dimming and

switching receiving devices

Specifications:

Standards: CE

Environment:

Temperature: 0 ˚C - 40 ˚C (32 ˚F - 104 ˚F) For indoor use only Power Operating voltage: 3 V Operating current: 20 μA nominal Requires one CR 123 lithium battery 10-year battery life design Non-volatile memory (saved changes are stored during power loss)

Sensor Coverage Test:

Front accessible test button Lens illuminates orange in response to motion during test mode and is visible

from 9 m (30 ft)

Wireless Communication Test:

Front accessible test buttons Turn loads on and off

Timeout Options:

5 minutes 15 minutes 30 minutes


Auto-On Options (Occupancy Version Only):

"Always" - Sensor turns lights ON and OFF automatically. "Low light" - Sensor turns lights ON automatically only in low ambient light

conditions. Sensor turns lights OFF automatically. "Disable" - Lights must be turned ON manually from dimming or switching device.

Sensor turns lights OFF automatically.

Sensitivity Options: Low Activity Medium Activity High Activity

Range Diagram:


4.0 m (13 ft)Radius of Coverage at Floor when

mounted on an 2,4 m (8 ft) Ceiling

Existing Clients in India

Hotels:


ITC Sonar Bangla Kolkata. ITC Maurya Delhi ITC Grand Central, Parel, Mumbai ITC Grand Maratha, Andheri, Mumbai ITC Windsor Manor,Bangalore. ITC Mughal, Agra. ITC Gardenia ,Bangalore. ITC Kakatia, Hyderabad. TAJ ITPL, Bangalore. Westin Hotel,Hyderbad. Hotel Le Meridian, New Delhi Park Hyatt, Goa Park Hotel,Vizag. Leela Palace, Goa. Leela Hotel,Gurgaon. Marriott, Chalet Hotels Powai, Mumbai The Trident Gurgaon. Oberoi Rajvilas, Jaipur (Rajasthan) Oberoi Trident, Gurgaon (Haryana) Oberoi Restaurant, at Trident, Chennai. Oberoi Restaurant Three Sixty Deg, Delhi. Oberoi Restaurant Travertino, Delhi. Oberoi Restaurant, Tiffin, Mumbai. Oberoi Restaurant, Vetro, Mumbai. Oberoi Hotel,BKC,Mumbai. Sahara Star, Board Room, Mumbai Uppals Orchid Hotel, Delhi Havemore Restaurant, New Delhi The Imperial, New Delhi Restaurant at the Park Hotel Chennai Banquet Hall & Board Rooms at Tunga Hotel, Vashi, Navi Mumbai Park Hotel, Belapur, Navi Mumbai Vasant Continental-Vasant Vihar. Today Hotel, Gurgaon Claridges Hotel-Surajkund

Restaurants:

TK’s, Hyatt Regency, New Delhi Havemore, New Delhi Bon South, Bangalore


South Indies, Bangalore Geoffrey Restaurant, Various

Malls, Multiplexes and Resorts

Centre Stage Mall, Noida (U.P.) Kaushambi Mall, (U.P.) Centre Stage Mall (Lucknow) Sahara Golf Academy (Amby Valley, Lonawala) Bansi Lal Leisure Parks, Kolkata Chowkhee Dhani, Jaipur DLF Club, Gurgaon (Haryana)

Govt Offices/ Buildings

Prime Minister’s Office Delhi Metro Rail Corp, Metro Stations. ONCG

Corporate Offices, Showrooms and Studios

Louis Vuitton showroom, New Delhi Louis Vuitton showroom, Bombay A.R. Rehman Studio, Chennai Yash Raj Studio, Mumbai Ericcsson Building, New Delhi Microsoft Corporate Office, Gurgaon Nokia Corporate office, Gurgaon CSC, Noida

Residences:

Mr. K.P.Singh, DLF Delhi. Ms.Shobhana Bhartiya HTimes,Dehli Mr. Sunil Mittal of Bharti Telecom, New Delhi Mr. Lakhshmi Mittal of Ispat Group, New Delhi Mr. Naresh Goyal (Jet Airways), Delhi


Mr. Kishore Bajaj of Bada Saab, Mumbai Mr. Jindal of Jindal Steel, New Delhi Mr. Lakhani of Lakhani Footwear, Faridabad Mr. Kumar Manglam Birla, Mumbai Mr. Punit Makkar, Mumbai. Mr.Bobby Mukherji, Bobby Mukherji & Associate,Mumbai. Mr.Arora ,Mumbai. Mr. D. S. Kulkarni, D S Kulkarni Builders, Pune Mr. Bijli of PVR Cinemas, New Delhi Mr. Vipin Chhabra of CTC Plaza, New Delhi Mr. Madhiraju, Bangalore Mr. Manish Chhabra, of CTC Plaza New Delhi Mr. Ishwaran, Dehradun (U.P.) Mr. Sawhney Residence, New Delhi Mr. Wahi Residence. Gurgaon Mr. Agarwal Residence, Worli, Mumbai Mr. Vinod Goenka, Conwood, Mumbai Mr. Kishore Chhabria, Mumbai Mr. Jai Mehta, Mumbai Mr. Muzzafer Hussain, Mira Road, Thane Mr.Mohit Burman,Dabar,Mumbai. Mr. Bhushan Kumar of T-Series, Mumbai Mr. Rakesh Kumar Wadhawan of DHFL /Dheeraj Group, Mumbai. Mr. Vaswani, (Chokhi Dhani),Jaipur Mr. Patni, (RK Marbles), Kishangarh (Rajasthan) Mr. Nitan Chatwal Residence, Mumbai Mr. Kochar Residence, Mumbai Mr. Amit & Mrs.Ritu Residence, Mumbai Mr. Ruia Residence of Vodafone, Mumbai Mr. L.K.Jain Residence, Pune. Mr. Navin Makhija of Wadhwa Group, Mumbai Mr. Thakersay Residence, Mumbai Mr. Mantri Residence of Mantri Group, Mumbai Mr. Hiten Seth Residence, Mumbai Mr.Sunil Patil,UBICS, Pune. Mr.Dilip Chhabria, Pune

THE RESEARCH METHODOLOGY

Research is an art of scientific and systematic search for pertinent information on specific

topic. It’s a systematized effort to gain some knowledge.

Objective of research:

To gain familiarity with a phenomenon or to achieve new insights into it.


To portray accurately the characteristics of a particular individual. To determine the frequency with which something occurs.

Types of research:

Descriptive vs Analytical:

Descriptive research includes surveys and fact finding enquiries of different kinds. We quite often use the term ex factor for it. It includes frequency of shopping, preferences of people etc.

In analytical research on the other hand, researcher uses the facts and information already available, and analyze these to make a critical evaluation of the materials.

Applied vs Fundamental research:

Applied or action research aims at finding a solution for an immediate problem facing a society or an industrial organization. However fundamental research deals with generalizations and with the formulation of a theory.

Quantitative vs Qualitative research:

Quantitative research is based on the measurement of quantity or amount. It is applicable to phenomenon that can be expressed in terms of quantity. Qualitative research, on other hand, is concerned with qualitative phenomenon, i.e. phenomenon relating to or involving quality or kinds.

Conceptual vs Empirical:Conceptual research is that related to some abstract ideas or theory. It is generally used by philosophers and thinkers to develop new concepts or to reinterpret existing ones. On the other hand, empirical research relies on experience or observation alone, often without due regard for system and theory.

Type of Research of Luton Product:

This research can be referred as descriptive as well as analytical research process. Descriptive research can be defined as “Descriptive research includes surveys and fact finding enquiries of different kinds. We quite often use the term ex factor for it.” and Analytical can be defined as “In analytical research on the other hand, researcher uses the facts and information already available, and analyze these to make a critical evaluation of the materials.”For Indian market Lutron is using both B2B and B2C both marketing strategies.

B2B (Business to Business)

It involves both wholesale purchasing and electronic data interchange between business and business partners. This takes place between companies. As per their consent and understanding, they can mutually do the business.

B2C (Business to Consumer)

Business to consumer means performing any commerce activity by utilizing open network. A system to provide with infrastructure for purchasing and distributing product and services. the includes the exchange of goods and services for which the payment is done. No middlemen will be involved in this sort of business as the gap between the company and the consumer is bridged.

Research Process


There are two main processes used for research of future scope of Lutron in Indian market.

1. Awareness for new customer2. Update about new product to existing customer.

Awareness for new customers

Awareness of customers is an important step for business of a company. Lutron arranges data of new customers and provides sound knowledge of products by sales team. This strategy adds more numbers of new customers in India.

Update about new products to existing customers

Lutron uses another business strategy to enhance their business in Indian market. LutronMaintain a good relationship with their existing customers. Lutron arranges seminars and other business activities for their existing customers and update them about their new products.

A common process is used for both business strategies.


Calling to Architects, Interior Designers, and Electrical Consultants and AV integrators.

Visit sites of Architects, Interior Designers, and Electrical Consultants and AV integrators.

RESEARCH ANALYSIS AND FINDINGS

Consumer Behavior:

Consumer behavior involves the psychological processes that consumers go through in recognizing needs, finding ways to solve these needs, making purchase decisions (e.g., whether or not to purchase a product and, if so, which brand and where), interpret information, make plans, and implement these plans (e.g., by engaging in comparison shopping or actually purchasing a product).To find out consumer behavior on Lutron products, use market segmentation, Targeting and positioning strategies.

Market Segmentation:

Customers in a market vary widely in terms of their level and sophistication of need, in the way they would like the product to be delivered to them, in their ability and willingness to pay a certain amount for getting their needs satisfied, and their most preferred method of receiving communication from the company. All customers in a market cannot be served by a single marketing mix. Although each customer is different from the other in same way or other, it is not economically viable to have a tailored


Meeting with Architects, Interior Designers, and Electrical Consultants and AV integrators.

Product demo to Architects, Interior Designers, and Electrical Consultants and AV integrators.

Lead generation

market mix for each customer. Segmentation is process of clubbing together similar customers in a group, so that they can be served by a marketing mix especially designed for the group or segment. A company can continue to segment its market into smaller and more homogeneous groups and design special marketing mixes for them. The idea is that more homogeneous the segment, more appropriate will the marketing mix be for them. The idea is that more homogeneous the segment, more appropriate will the marketing mix be for every customer in the segment. Segmentation can be used as a vehicle for entering a market. An entrant can segment the existing market in a way which is not being done by incumbents. The entrant can serve the carved out segment with an appropriate marketing mix.

Target Markets:

In any market, there are normally many segments. A company may not have the resources and the capabilities to design marketing mixes to serve all the segments. A company will decide to serve one or more segments depending upon its capabilities and resources. The segments that a company chooses to serve by designing special marketing mixes are called target market.

Positioning:

In most markets there will be many companies providing the same basic solutions to customer needs. The customer has to select one provider among them. The offering of a company has to be distinct, so that customers are able to make a choice by matching their requirements with the offering of various providers. Positioning is the process of creating a distinct offer and communicating it to the customer. Positioning is created by designing by marketing mix which is suitable for the target market but is different from marketing mixes of other providers. The chosen marketing mix has to be then communicated to the customers. The smaller and more homogeneous the target market is for which a marketing mix is designed, the stronger will be the positioning, and i.e. the fit between the marketing mix of the company and requirement of the customers of the target market will be stronger. The process of positioning is continuous in nature and it should always be proactive because new needs and competitors keep cropping up.

Market Segmentation of Lutron:

Lutron divided Indian market into two segments:

Commercial Market Residential Market

Commercial Market:

Commercial Market can be referred as “A market in which numbers of organizations are involved and they run their own business or they provide employment to people and where a large number of transactions take place.”

Example:

Government Offices IT-Parks Business Parks Hotels and Restaurants Museums Malls, Multiplexes etc.

Residential Market:Gaurav ShrivastavaLutron Project Report - 31

Residential Market can be referred as “A market that involves selling or purchasing or construction of residential properties.”

Example:

Residential Apartments Townships etc.

Residential Market can be classified into two subcategories.

High end residences. Economical residences.

Customer Feedback of Commercial Market for Lutron Products:

For commercial market, Lutron deals with architects, interior designers, electrical consultants and AV integrators. They provide some positive and negative feedbacks.

Better and reliable products. Unique Technology. Costly for Indian Market. Long-lasting products. Time consuming process. Better Maintenance and services. No List Price. Easy to operate.

Name of Some architects, interior designers, AV Integrator & electrical consultant they provides above feedbacks.

Name Company Name Contact No. AddressMr. Anil Khanna Piyush Group 9811729728 A-16/B-1,Mohan Co-

operative Industrial Estate, Main Mathura Road, New Delhi-44

Mr. Vinit Jayee Infra 13 9811852513 L-1,GF,CSM Mall,Sector-18,Noida

Mr. Abhay Shrivastava Design net 9811117824 H-23,Sector-39,Noida

Mr. Suresh Lal Chandani

Habitech Promoters 9891225577 C-42,Sector-2,Noida

Mr. R. S. Rawat Raj P. Rawat and Associate

9811213312 C-45,GulMohar Complex,Sector-15,Noida

Mr. Anuj Sud Designer INC. 9810172264 B-77,Amar Colony, Lajpat Nagar-4,New Delhi.


Mr. Sanjay Aggarwal Communication Media Product

9312403928 D-7/1,Ist Floor, Okhla Phase-2,new Delhi.

Mr. Sanjay Bhardwaj Digital Point Solution Pvt. Ltd.

9810015066 2nd Floor,8,rani Jhansi road, ND

Mr. G R Malik AV Science and Tech. Pvt. Ltd.

011-26968636/42 Y-49,hauz Khas, New Delhi-16

Mr. Charu Jain Ikon Guilds Consultants

9312870904 228,Krishna Apra Plaza, Alfa Commercial Belt, Gr Noida

Customer Feedback of Residential Market for Lutron Product:

High end residences:

Good and impressive products. Reliable Product. Provides comfort. Durable.

Name of Some builders they provides above feedbacks.

Name Company Name Contact No. Address

Mr. Shyam Prakash Ray

Assotech 9868493136 Assotech Limited,A-354,Sector-19,Noida-201301

Mr.Sanjay P Aggarwal Jaypee Group 9717399312 Sector-128,Noida.

Mr. Vishal Nagi DLF 9350905647 DT Project,(DLF Limited),Noida.

Mr. K. C. Rawat JCCL 9654592570 C-1 A&B,FF,Sector-1,Noida-201301


Economical residences:

Costly Products. Cost sensitive Indian market.

Name of Some builders they provides above feedbacks.

Name Company Name Contact No. Address

Mr. K.P. Alfa Homes 9311655631 Alfa homes,Alfa Sector,Gr. Noida.

Mr. Navin Pandey Devbhoomi Awas Ltd. 011-46561372 304,Sidharth Building,96,Nehru Place,New Delhi


LIMITATIONS

Costly Price:

Lutron products are expensive and Indian market is price sensitive market. Majority of people in India cannot effort Lutron products because of high product that turns scope of Lutron into limited segment market.

Product Delivery:

Lutron take more time for product delivery as compare to other competitors because of importing product that makes customers to choose another option.

No List Price:

Lutron does not provide price list of product that makes difficult to provide exact cost to customers when needed.

Indian Mindset and Perception:

Mindset and perception of Indian people are different other nation because they don’t trust on new products easily but if they trust, they don’t change product easily. Lutron promotes their products with role models of India that will help in product awareness and change mindset or perception of Indian people.


CONCLUSION

India has a big potential market, there are more opportunity for Lutron to acquire big size of Indian market because of :

Unique technology. Reliable products. Best Services. Better track record.

In India, there are limited companies of lighting control; Lutron can take advantage of oldest company of lighting control and innovators of dimmers.

Lutron should setup a assembly line in India because it can reduce a cause of late delivery of products and high price by which Lutron can convert more economical range customer to use their products.

Lutron should expand their infrastructure in India. Currently Lutron offices are available at only three locations Delhi, Mumbai and Bangalore. Lutron should increase number of offices and distributors in India by which Lutron can focus more projects running in major cities of India. Lutron should increase number of staff in India by which Lutron can work quickly.

Lutron should advertise their product both ATL and BTL advertising because advertising impacts Indian market quickly and easily and Lutron can provide awareness of their product with less effort.


RECOMMENDATIONS

SWOT ANALYSIS:

SWOT analysis is a strategic planning method used to evaluate the Strengths, Weaknesses, Opportunities, and Threats involved in a project or in a business venture. It involves specifying the objective of the business venture or project and identifying the internal and external factors that are favorable and unfavorable to achieve that objective.A SWOT analysis must first start with defining a desired end state or objective. A SWOT analysis may be incorporated into the strategic planning model. Strategic Planning has been the subject of much research.

Strengths: attributes of the person or company that is helpful to achieving the

objective(s).

Weaknesses: attributes of the person or company that is harmful to achieving

the objective(s).

Opportunities: external conditions that is helpful to achieving the objective(s).

Threats: external conditions which could do damage to the objective(s).

Identification of SWOTs are essential because subsequent steps in the process of

planning for achievement of the selected objective may be derived from the SWOTs.


Strengths Advantages of proposition? Capabilities? Competitive advantages? USP's (unique selling points)? Resources, Assets, People? Experience, knowledge, data? Financial reserves, likely returns? Marketing - reach, distribution,

awareness? Innovative aspects? Location and geographical? Price, value, quality? Processes, systems, IT,

communications? Cultural, attitudinal, behavioural?

Management cover, succession?

Weaknesses Disadvantages of proposition? Gaps in capabilities? Lack of competitive strength? Reputation, presence and reach? Financials? Timescales, deadlines and

pressures? Cashflow, start-up cash-drain? Continuity, supply chain

robustness? Effects on core activities,

distraction? Reliability of data, plan

predictability? Morale, commitment, leadership? Accreditations, etc? Processes and systems, etc?

Management cover, succession?

Opportunities Market developments? Competitors' vulnerabilities? Industry or lifestyle trends? Technology development and

innovation? Global influences? New markets, vertical, horizontal? Niche target markets? Geographical, export, import? Business and product development? Information and research? Partnerships, agencies, distribution?

Threats Political effects? Competitor intentions - various? Market demand? Vital contracts and partners? Sustaining internal capabilities? Obstacles faced? Insurmountable weaknesses? Loss of key staff? Sustainable financial backing? Economy - home, abroad?

Seasonality, weather effects?


SWOT ANALYSIS OF LUTRON:-

STRENGTHS

Company which invented world’s 1st

solid state dimmer

Widest product range and

innovation

Unique producer

Superior quality

Quality service

Use various technologies

Reliable product

ISO certified

Eco friendly & Energy saving

100% factory tested

Global network

WEAKNESSES

Small setup

No list Pricing

Limited market segment

High price as compare to others

Import

Less public awarness

OPPORTUNITIES

Existing Goodwill in the market

Capture large market

Manpower and by setup expansion

Durability of the product

Never lose their customer because

of best quality and services

THREATS

Competitor

Indian mindset and perception


STRENGTHS:-

Company which invented world’s 1 st solid state dimmer: Lutron is the first company who invent world’s 1st Solid State dimmer in 1961. And in 1974, launched 1st dimmable ballast for fluorescent lamp.

Widest product range and innovation: Over 12,000 products to offer solutions for different applications:

-Wallbox dimmer for 1 to 2 circuits-GRAPHIK eye for entire room-Centralized Lighting control for a whole building or a group of buildings.-10% of Annual revenue are invested in Research & Development.-Possession of more than 75 utility and 40 design patents.

Unique producer: Lutron is unique producer of devices which using RTISS (Real time illumination stability system) and XCD technology.

Superior quality: -Each and every product has been tested under standard load-ISO Certified- One of the first 20 US Companies to receive the ISO 9001 Quality standard Certification.

Use various technologies: RTISS (Real time illumination stability system) which automatically control

the fluctuation of the voltage. XCD which can capture finest motion. TRIAC which chop the current.

Reliable product: Moreover 75 utilities and 40 patents along with 2700 worldwide patents describe the reliability of Lutron all over the globe.

Quality service: Extra long maintenance and Service 24*7 . Free training for distributors, developers, architects and designers on

lighting control technology and Lutron product Knowledge.

Eco friendly & Energy saving: Lutron lighting product, it impact to Green buildingProducts are LEED (Leadership in energy and environment design) Certified.

Global network: Worldwide presence, over 80 countries.24*7 worldwide customer supports.


WEAKNESSES:-

Small setup in India: Less number of working staff in India.

No list Pricing: There is no list price which tends to less product specification details and less consumer awareness. Tough to satisfy price sensitive market like India.

Limited market segment: Cover only niche market segment like Hospitality (5 star hotels), High end

residences. Few products for middle class customers.

High price as compare to others: Product price are very high as compare to other competitors. Less suitable for price sensitive market like India.

Import: All Products are imported from US by plane and shipment which add cost in the product.


OPPORTUNITIES:-

Existing Goodwill in the market:

Being the inventor and world’s oldest and largest company in the field of lighting control, Lutron has a good reputation and Goodwill in the whole world. With Largest certification and maximum patents Lutron has best position in the industry.

Capture large market:

By touching near about each and every sector (Residential, Commercial, Hospitality etc.) Lutron has potential to cover large market not only in the developed countries but also emerging countries like India and other Gulf countries as well.

Manpower and by setup expansion:

By getting huge projects in India, Lutron needs expansion of staffs in different fields like marketing, sales and promotion, Administration. So that they can enhance their setup more constructively.

Never loose their customer because of best quality and services:

With its high end quality service and 24 * 7 customer supports Lutron never loses its reliable Customers. There firm believe and satisfaction is an evidence of Lutrron’s Reliability.

THREATS:-


Competitors:

International- With upcoming companies in the field of lighting control Lutron is facing tough competition from its international competitors. They are competing in various fields like technology, innovation, product quality and reliability and price sensitivity.

National- With Indian manufacturing, production setup and cheap labour , Local companies are major threat to Lutron. Due to their Low price range such companies survive well in the price sensitive market like India.

Indian mindset and perception:

Due to price sensitive mentality and less technical awareness, Indian customers generally go for low quality product. It is again a major threat to the company.

Recommendation:

Uniform Pricing:

Lutron should provide uniform price list that can help to provide exact price of the product because Indian market is price sensitive market.

Reasonable Price:

Lutron provides some product in reasonable price range by which economical segment people can effort their product and Lutron can focus big part of Indian market.

Production in India:

Lutron should setup product plant in India that will help to reduce price range and prevent products to add additional charges because of importing.

Advertisements and Promotion:

Lutron should advertise or promote their product on both ATL and BTL that will help to change Indian mindset and perception.

Expansion In India:

Lutron should expand their size in India for target more projects or customers in major cities of India.


How Lutron Lighting Control Impact to Green

Building

To understand impacts of lighting control to green building, we have to know about LEED.

LEED (Leadership in Energy and Environmental Design):

Leadership in Energy & Environmental Design (LEED) is an internationally recognized green building certification system, providing third-party verification that a building or community was designed and built using strategies intended to improve performance in metrics such as energy savings, water efficiency, CO2 emissions reduction, improved indoor environmental quality, and stewardship of resources and sensitivity to their impacts. Developed by the U.S. Green Building Council (USGBC), LEED is intended to provide building owners and operators a concise framework for identifying and implementing practical and measurable green building design, construction, operations and maintenance solutions.LEED has grown from one standard for new construction to a comprehensive system of six standards covering all aspects of the development and construction process. LEED also has grown from six volunteers on one committee to more than 200 volunteers on nearly 20 committees and over 200 professional staff in Washington, DC. LEED was created to accomplish the following:

Define "green building" by establishing a common standard of measurement Promote integrated, whole-building design practices Recognize environmental leadership in the building industry Stimulate green competition Raise consumer awareness of green building benefits Transform the building market

Green Building Council members, representing every sector of the building industry, developed and continue to refine LEED. The rating systems address eight major areas:

Location and Planning Sustainable Sites Water Efficiency Energy and Atmosphere Materials and Resources Indoor Environmental Quality Innovation and Design Process Regional Priority

Rating System:

LEED has evolved since its original inception in 1998 to more accurately represent and incorporate emerging green building technologies. LEED NCv1.0 was a pilot version. These projects helped inform the USGBC of the requirements for such a rating system, and this knowledge was incorporated into LEED NCv2.0. LEED NCv2.2 was released in 2005. Today, LEED consists of a suite of nine rating systems for the design, construction and operation of buildings, homes and neighborhoods. Five overarching categories correspond to the specialties available under the LEED Accredited Professional program. That suite currently consists of:

Green Building Design & Construction


LEED for New Construction and Major Renovations LEED for Core & Shell Development LEED for Schools LEED for Retail New Construction (planned 2010)

Green Interior Design & Construction

LEED for Commercial Interiors LEED for Retail Interiors (planned 2010)

Green Building Operations & Maintenance

LEED for Existing Buildings: Operations & Maintenance

Green Neighborhood Development

LEED for Neighborhood Development

Green Home Design and Construction

LEED for Homes

In 2003, the Canada Green Building Council received permission to create its own version of LEED, now called LEED Canada-NC v1.0, which was based upon LEED-NC 2.0.LEED also forms the basis for other sustainability rating systems such as the Environmental Protection Agency's Labs21. After four years of development, aligning credits across all LEED rating systems and weighting credits based on environmental priority, USGBC launched LEED v3, which consists of a new continuous development process, a new version of LEED Online, a revised third-party certification program and a new suite of rating systems known as LEED 2009. In response to concerns that LEED's requirements are cumbersome and difficult to learn, in 2009 USGBC supported the development by Building Green, LLC of LEED user, a third-party resource that contains tips and guidance, written by professionals in the field, on applying LEED credits and the LEED certification process.

LEED 2009:

In LEED 2009 there are 100 possible base points plus an additional 6 points for Innovation in Design and 4 points for Regional Priority. Buildings can qualify for four levels of certification:

Certified - 40 - 49 points Silver - 50 - 59 points Gold - 60 - 79 points Platinum - 80 points and above

LEED NCv2.2:

LEED for New Construction and Major Renovations version 2.2 contained the same credits as the new NC v2009, but had fewer points. There are 69 possible points and buildings can qualify for four levels of certification:

Certified - 26-32 points Silver - 33-38 points


Gold - 39-51 points Platinum - 52 points and above.

Indian Green building council:

IGBC Green Homes:

Indian Green Building Council (IGBC) Green Homes is the first rating program developed in India, exclusively for the residential sector. It is based on accepted energy and environmental principles and strikes a balance between known established practices and emerging concepts. The system is designed to be comprehensive in scope, yet simple in operation.

Benefits of Green Homes:

A Green Home can have tremendous benefits, both tangible and intangible. The immediate and most tangible benefit is in the reduction in water and operating energy costs right from day one, during the entire life cycle of the building.

Tangible benefits:

1. Energy savings: 20 - 30 % 2. Water savings: 30 - 50%

Intangible benefits:

1. Enhanced air quality, 2. Excellent day lighting, 3. Health & wellbeing of the occupants, 4.Conservation of scarce national resources5.Enhance marketability for the project.

Eligibility:

IGBC Green Homes Rating System is a measurement system designed for rating new residential buildings which include construction categories such as

1. Individual homes2. High rise residential apartments,3. Gated communities4. Row houses 5. Existing residential buildings which retrofit and redesigned in accordance with the IGBC Green Homes criteria.

Lutron lighting control can impact:

Lutron is a company built on a belief in taking care of people, customers, employees, and the community. Lutron is member of the U.S. Green Building Council, administrator of LEED. And since 1961, Lutron designed industry-leading technology that saves energy and reduce green house gas emission.

Sustainable Sites

Light pollution reduction.Gaurav ShrivastavaLutron Project Report - 46

Energy and atmosphere

Optimize energy performance. Measurement and Verification

Indoor environment quality

Controllability of Systems.

Daylight and views

Accommodating design for daylight and views with window treatments.

Innovation in Light

BIBLOGRAPHY

References:

Books

1. Market management: Philip Kotler.

2. Research Methodology: C. R. Kothari


Online Resources:

1. Lutron website - www.lutron.com

2. Google website - www.google.com

3. Lutron Asia website – www.lutron.com/asia


http://www.google.com/

Research Report

Documents

radio power

centre stage

anusha technovision

grafik eye

dimmable fluorescent

magnetic low

multiple language

price sensitive