New Product Launch Consumer Durables

1. 09 - Jai Desai 35 - Smilie Misquitta 16 - Furquan Deshmukh 40 - Joshua Nagawkar 22 - Zahan Irani 48 - Shraddha Patel 25 - Pritpal Khokar New Product LaunchConsumer Durables

2. Consumer Durables • 59 % of consumer durables sales come from rural market • Consumer Durables market size is 500 million (in Rs.) Consumer Durables Growth Rate (in %) Rural Marketing association of India - RMAI survey 2009

3. Consumer Durables • White goods, Brown goods and Consumer electronics

4. Challenges

5. Noble Energy Solar Technologies (NEST) • Manufacturer & Supplier of Solar Lighting System • Mission – To reach out to Households world over without access to modern electricity • Board of Directors – Experienced Solar and Electronics Specialist • Aishwarya – World’s most affordable and reliable Solar Lamp • Awards – Ashden Light Award also known as Green Oscar

6. Product Portfolio

7. Segmentation & Target • Geographical • Population less than 5,000 • Humid area • Socio Economic Group • R1 - Landlords, Zamindar’s • R2 - Rich farmers with 5+ acres of land • R3 - Average landholding of 2-5 acres • R4 - Agricultural labourer

8. Segmentation & Target

9. Customer Need • Functional, Affordable, Acceptable • Easily movable • Maintenance free, easy cleaning… • Durable - rough and tough • Reliable • Product with Low dependency on electricity “Product which I really need and which I can buy”

10. Fan AISHWARYA AISHWARYA FANS

11. Product • Specifications • Attached rechargeable Battery is built-in 12V/500mA • Fan motor power consumption - 3.3 W • Diameter - 9" • No. of blades – 4 • Product Features • The solar panel transforms sun light into DC electricity, and recharges the battery • The battery can also be charged using the normal AC power. • Works continuously up to 4 hrs (at max. fan speed) and 10 hrs (at min. fan speed) • Charged by strong sunshine for 3-5 hours, fan can work about 10 hours • Step-less speed regulation, over-charge and discharge protection and oscillation feature. • Long lasting, energy-saving motor that can run 1800 rpm

12. Differentiation AISHWARYA

13. Positioning AISHWARYA PANKHE Har Ghar Ke Liye… AISHWARYA AISHWARYA • Affordable (Long Lasting) • Available for use without Electricity • Portable to fit in Any House

14. Pricing • Price Range from of Rs. 999 – Rs. 1499 • More than Competition : Added Value • Quality-Price Relationship (value for Money) • Payment Terms : - Full Payment - Mortgage through money lenders: Rs 400 x 4 installments (per quarter) Cost Customer Value Pricing

15. Maintenance & Repair • Training provided to the Technicians / Dealers for repair services • Repair within Warranty would be Free • Up to 3 postcards with the dealer / technician address provided along with product • The Technician will visit the Location • All the details will be updated during the sale of the Product

16. Distribution Factors influencing Distribution Network Design • Inventory of Stock • Transportation of Goods • Facility & handling • Information

17. Distribution Network - Direct Manufacturer Dealers (Bulk Purchases) Retail Shops Customer

18. Booking Center in Mumbai • People move out to cities/towns for employment • Source of Income • Decision makers / Buyers • City Targeted - Mumbai

19. Distribution Network

20. Launch Plan • Start in Jan 2010 • 1st stage launch in locations in AP / Gujarat • 2nd Major Parts of India Communication and promotion focus on • Create Product Awareness • Educate people for solar benefit • Get feed back • Local or regional approach “Different need, different approach to provide solution ”

21. Communication challenges • Education level, Awareness level • Different languages • Different region may have different motivation to buy • Example: Bihar – affordable, Gujarat – savings • Identification of opinion leaders and influencers • To understand how new product is perceived bycustomer • To address user queries or question

22. Communication

23. One way communication Aishwarya Fans Radio Ads Wall painting

24. Educate postman about product • Give him postcard of product • Give incentives for distribution • He will explain product while distributing postcard “Khush khabari hai, bina bijali ka pankha aya hai” Aishwarya Fans

25. Mela, Haat, Mandi, Panchayat Meetings Opportunity to identify opinion leader It will help in understanding customer psyche Ask people to search for electricity wire or connection and explain how it works without it. Demonstration

26. NGO • Better Connect with Rural Market • Spread Network due many projects • Trust worthy Source for promoting • Marketing can be targeted via Bulk Purchase Offer

27. Gullak Promotion • Identify people who can’t afford to pay Rs. 1500/- at once • Ask them how much they can save per day, eg. Rs. 25 • Give them Gullak (piggy bank) • In two months they can buy an Aishwarya Fan

28. Free Product Trial • Identify potential buyer • Opinion leader or influencer • Bhajan mandali, Meeting center, Celebration • Give it for a two day trial or One week trial

29. Sponsorship • Sponsor it as prize • Wrestling events, Bullock cart Races • Promote the Brand to audiences from different villages • Word of Mouth