A perception survey on trade sales among electrical outlets; WIPRO Lighting, Aurangabad

Abstract

In order to know the best suitable lighting systems for introduction by the company a survey of over 500 EOs was carried out. The study was carried out to know the sales of 2 Ft FTLs and Patties, Reflectors (75, 188 and 156 W), and SL lamps. ‘ The sales of 2 Ft tubes was pegged on as a %age of 4 Ft and Reflectors as a % of GLS and their demands estimated. The expected sales for the company was based on the company’s present market share and the opinion of the retailers. This was cross-checked with the estimates of various ASMs and RMs for being realistic. Following recommendations were made based on the above: Go in for the launch of 2 Ft FTLs and Reflectors (100 & 159 W). The launch of 75 W reflectors was not recommended for the following two reasons: 1) Low volumes estimated. 2) The ability of the retailer to switch a potential 7! W buyer to either 6 W or 100 W. Not to launch 2 Ft patti and SL.