MARKETING MANAGEMENT

A Report on SU-KAM Inverters.

SUBMITTED TO: Mrs. DEEPTI SRIVASTAVA

THE PROFILESU_KAM- the leading power back-up solution provider in India, with its consistent focus on technological innovation has, attained heights unheard of, in the largely unorganised industry. Having a clear technological edge, creating new benchmarks and upgrading standards for the industry, comes naturally to Su-Kam. Today, Su-kam is the established leader in product innovation, design sensibility and sales distribution network. Reliance India Power Fund, a joint venture sponsored by R-ADAG (Reliance Anil Dhirubhai Ambani Group) & Temasak Holdings, headquartered in Singapore has invested INR 45crores in Su-kam. The trust reposed in Su-kam by two of the most powerful business groups in the world is indicative of its standing & potential. All Su-Kam products have invariably received overwhelming response from the market as it creates products which eventually enhance the quality of its users, while giving them real value for money. Having pioneered the field of inverters, online UPS Systems, Line Interactive UPS Systems & Batteries (lead Acid & VRLA), Su-Kam today provides an array of solar products & high capacity inverters (Standard & Customized) for Industrial usage.

VISIONTO ENLIGHTEN LIVES GLOBALLY

MISSIONSU-KAM remains committed to provide innovative, Cost Effective and Reliable power & renewable Energy Solutions.

They passionately enhance value for their stakeholders following ethical business practices.

BOARDS OF DIRECTORS1:- KUNWAR SACHDEV- Founder and Managing Director He is graduated in statistics and has done LLB from Delhi University. He started the business in the year 1997.

2:- GEETA SACHDEV- Director, HR

3:-VENKAT RAJARAM- CEO. Masters in Electrical Engineering from Stanford University, USA. He was the driving force in the invention of APPLE i-pod.

4:- ALOK GOSWAMI- Director, Finance. B.COM 9hons.) from Delhi University and ICWAI. He has enormous work experience of 20 years in DABUR.

PATENT RIGHTSSu-kam has already received the patent rights for 65 patents in India &1 patent in US. Every month the company file two patents in order to get new products. It has achieved spectacular success in: Shortened time from mind-to-mind Secured capital investment Increased sales Lowered operating & maintenance costs

CERTIFICATIONS ISO 9001- a model for quality assurance systems in design, development, production, installation & servicing. ISO 14001:2004- pertains to Environment Management System standard & covers all activities related to design, development & manufacture.

CE Certification- Product has met European standards UL Certification(Underwriter Laboratories)- To export to US countries

CERTIFICATES & ACCOLADES (AWARDS) Sectoral Award- Highest in export in the field of electronics & IT from export promotion council, Govt. of India Innovation for India 2008( never give time to competitors to share technology) HR excellence award 2010 from amity university WHYTE&MACKAY Consumer Super brand GROWTH BASE & COMPETITIVE ADVANTAGE OF SUKAM OVER ITS COMPETITORS

What does it take to create a new industry ? Ask Kunwer Sachdev-founder of Sukam how with Rs. 10,000 and an idea he created a 600 crore Sukam the largest company in the

power back up industry. So how did he do it : Here are the critical steps

Spot the opportunity Create the superior product that is clearly differentiated Create a distribution channel and brand Create waves of innovation blowing competitors

Spot the opportunity In 1997, Kunwer bought an inverter for home usage, its quality was so poor that every second day it needed repairs and had to be fixed. Being a Manufacturer of parts for cable operators Kunwar possessed some knowledge of electronic and electric systems. He realised that the inverter could not function properly as it was not designed properly. He smelt a huge opportunity as India is always short of power so every house is a prospective customer. The power back up industry then consisted of small players, with low technology products which never used to work efficiently in the Indian power condition of extreme fluctuation and erratic supply. Create the superior product that is clearly differentiated Kunwer realized, he needed to create a customized product for Indian conditions. Most of the imported invertors did not work in Indian conditions. He realized, that to create a technology breakthrough he has to move out of the invertor/power back up industry. He hired people across the industries from digital products to even missile components manufacturing industry. The technology was imported from abroad and customized for Indian condition resulting in

superior performance while reducing the invertor size to one fourth the size thus reducing cost. Create a distribution channel and brand The newly designed inverter captured the market and then came the master stroke from Kunwer which turned the competitors into allies and partners. In every city, he offered distributorship to the small time inverter manufacturers and created a distribution network almost overnight. Moving from the unorganized sector to an organized one came with a lot of challenges. The sales and service team needed to be trained. The dealers and the distributors needed to be trained on product attributes and customer service. With minimal resources, Sukam could not afford the high cost of advertising, here also innovations took place. Every single Dhaba and tea shop had banners/boards of Sukam along with the name of the Dhabas making it a win-win proposition for the dhaba owners also. Another innovation, was to book large number of classified ads resulting in covering the half page classified with Sukam advertisements instead of taking a half page advertisements. It turned out be cheaper giving almost the same visibility. Many newspapers were forced to change the classified booking policy because of him. By creating waves of innovation Kunwar presented challenges to competitors Sukam, focused on innovation realizing that the competitors will catch up on technology front. Every year there was a new innovation, a better improved product. He deliberately killed the older models even if they were successful as he wanted to drive the market rather than be driven by it. Contrast this with some of the existing businesses who do not want to disturb their existing successful products or brands. ????? Kunwers guiding principle is change the market before it changes you. Some of the innovations which Sukam used were different from its competitors were:

1. LUMINOUS: Sine wave inverter The earlier inverter ran on square wave which was not very safe for sensitive electrical appliances like computers, servers etc. The sine wave inverter technology was developed and tested in real life conditions in Kanpur and Meerut as they had the honour of having the extreme power fluctuations in absence of lab testing setup. This is the feature which luminous still lacks. Plastic Body Inverter Since the temperature during the usage went upto 120 degrees only metal could withstand such high temperatures. The plastic body had its advantage making the inverter lighter, visually appealing and shockproof. Kunwar approached GE and with the right kind of plastic made the worlds first plastic-body inverter. The plastic body inverter was not only unique in India but also first in the world. Home UPSKunwer combined the invertor and UPS benefit to create a Home UPS, The Home UPS worked like a inverter having the power back up of 2-3 hours from 10-15 minutes of traditional UPS. The Home UPS also worked like a UPS with the switch over time of 0-5 milliseconds and delivering the pure powers thus suitable for any electrical equipment/appliances. This also resulted in cost reduction as UPS was taxed at 4% while the inverter was taxed at 12 %. 2. EXIDE BATTERIES : Small portable inverter Sukam realizing the market requirement of small

shopkeepers/traders came out with a 250 VA inverter which can run one tubelight and one fan. Small shop keepers can use this small portable device in their shop/office during the day and can carry it home in the evening for charging or use it in the night. It costs mere Rs. 2000/- (Rs 4000/- with battery) Patented software Sukam created the patented software where the performance of large invertors can be monitored from a remote location. They also created a software where the problems/faults in an inverter can be diagnosed without opening the inverter. Thus, rapid online correction and repair can be done without much trouble to the customers. The path forward Kunwer dreams of a time where people can generate their own power through solar energy and apart from drawing power from the grid can also upload the excess power to the grid and he is researching the technology for it. Thus, it envisions a collaborative approach with the focus on community building and sharing.

MARKETING MIX (4 P's) Marketing mix is the combination of 4 P's, that is product,price,place & promotion ,which is described below:-

1) 2) 3) 4) 5) 6) 7) 8)

inverters home ups system ups online ups batteries battery chargers solar products stackable trolly

PRICE STRATEGY Sukam Inverter Features and Price Full safety of highly sophisticated equipment. Pure, reliable and regulated Power. Low running cost Longer backup time. Maintenance free Space saving Less noise Sukam Inverter Prices in India Sukam 600VA Inverter Price Rs.4,000/ Sukam 800VA Inverter Price Rs.4,600/ Sukam 1.4 KVA Inverter Price Rs.6,500/Su-kam Inverter Price List India Su-kam 600VA Inverter Price Rs.4,200 Su-kam 800VA Inverter Price Rs.4,750 Su-kam 1KVA Inverter Price Rs.5,500 Su-kam 1.4KVA Inverter Price Rs.6,400 Su-Kam 5KVA Home DSPSW Inverter 96V Rs.42,600

Su-Kam 10KVA Home DSPSW Inverter 180V Rs.72,600 Su-Kam 5KVA Home Inverter DSPSW 120V Rs.47,100

PLACE:Agra (370) Bangalore (7828) Bhopal (487) Chandigarh (132) Dharwad (125) Faridabad (95) Guntur (711) Hassan (174) Indore (106) Kanpur (43) Kumbakonam (66) Machilipatnam (1003) Morbi (222) Nagpur (66) New Delhi (6535) Pune (3284) Rajkot (72) Srinagar (99) Thane (153) Tirupathi (1124) Udipi (250) Vijayawada (4750) Yanam (311) Ahmedabad (1798) Belgaum (1050) Bhubaneswar (994) Chennai (4630) Eluru (875) Ghaziabad (88) Gurgaon (1690) Hubli (487) Jaipur (2028) Karur (558) Lucknow (645) Madurai (415) Mumbai (9211) Nasik (56) Noida (273) Punjab (13) Ranchi (26) Surat (570) Thiruvananthapuram (594) Tirupur (755) Vadodara (172) Visakapatnam/Vizag (1608) Amritsar (310) Bhimawaram (1348) Calcutta/Kolkata (3120) Coimbatore (1402) Erode (1089) Goa (656) Haryana (3) Hyderabad (10994) Kakinada (1649) Kochi (234) Ludhiana (102) Mangalore (1155) Mysore (203) Nellore (81) Patna (25) Rajahmundry (6802) Secunderabad (361) Tadepalligudem (1154) Tirunelveli (610) Trichy (382) Vellore (427) Warangal (203)

PROMOTION 1) ADVERTISMENTS 2) SOCIAL NETWORKING SITES 3) HOARDINGS 4) LIST OF CUSTOMERS

CUSTOMERSCOCA-COLA CADBURY ITC HITACHI HCL INFOSIS NOKIA SIEMENS MARUTI SUZUKI RELIANCE TVS HUL BRITTANIA ERICSSON HERO HONDA ICICI BANK P&G BATA VOLTAS TITAN

SEGMENTATIONRAYMOND SEGMENTATIONA market segment consist of a group of customers who share a similar set of needs & wants. In case of sukam their segmentation can be done on the basis of geographic area: 1.RURAL: Where power consumption is low,so some of the products used here are :

SUKAM HOME LIGHT SYSTEMS:- can be used for 2 light lamps of LEDluminaries,where they are providing with 1 solar panel,1 charge controller(inbuilt) ,SMF battery and 1 year warranty . Also it is very economical. SHARK:A. TUBULAR BATTERY B. L.A. BATTERY C. SMF-50 AH BATTERY

Salient features: 1.compatible with all batteries. 2. great power saving. 3. Smart overload. 4. Automatic low battery protection. 2.

SUB -URBAN: They are made exclusively for households.

TORQUE HOME UPS: For computer &IT appliances. It can run 1 computer ,1printer,2 tubelight,1 fan,1 tv and 5 CFL.

BLAZE 850 hf sine wave inverter : its features include heavy performance,it cantake 2 tube lights,2 fans,1 cooler, 4 CFL. It is user friendly,graphical display of alerts,like mains on,inverter on. MAK (650 VA-2.5 KVA):-It can take load of maximum upto 1 a.c.,1 tv,4 tube lights &2 fans.its special feature is that it is smallest inverter which can run A.C. CHIC : Is is home UPS with shockproof of plastic body.it can take all home appliances.but its special feature is that it is generator compatible. 3.URBAN: Mainly meant for industrial purposes.

SINCLAIR -I : Its 1st product is sinclair-i.,which ranges from 1KVA- 10 KVA . its main purpose that it provides uninterrupted supply,that is when power is shifted from mains to the inverter battery it takes few seconds,but it prevents even this small gap. It is the reason why it is used : workstations,hospitals,BPO's,networking products,access control systems,printing &media equipments,share market offices etc

SINE WAVE SOLAR INVERTER(3 KV-100 KV):- It is theworld's most advanced technology and sukam's DSP sine wave inverter are based on DSP technology which is meant for high speed data processing .it also has solar power conditioning unit. It provides such a powerful back-up that it is used in plants & manufacturing units.

TARGETING

SU-KAM, the inverter manufacturer has announced that the company will focus on the sine wave Inverter based on DSP technology. These inverter priced at rs. 8990 would give better life to Consumer durable goods................................HINDUSTAN TIMES.

SUKAM products has applications in its following TARGET MARKET:. .

High frequency sine wave inverter has following salient features: Micro controler based technology using MOSFET. SMPS battery charger which increases 50% batery life. Smart overload sense and short cicuit protection. Automatic low battery cut out. Great power saving . User friendly graphical display. Pure sine wave output to run all appliances satisfactorly. Peak power output.

SU-KAM follows the SELECTIVE SPECIALISATION,where it selects a number of segments each objectively attractive & appropriate where it has selected sine wave home UPS & sine wave solar inverter catering to households to run all the appliances like TV,refridgerator,cooler,computer, tubelights, CFLs. Whereas sine wave solar inverter is mainly meant for industrial purposes like in manufacturing plants which is though costly,but it really gives good results,that is the life of about 35 years,and can be charged with the renewable source of energy,that is sun with the help of its solar panel.

POSITIONINGPositioning means the process by which marketers try to create an image or identity in the minds of their target market for its product , brand , or organisation. Here consumer is overhelmed with advertising &has natural tendency to discard all other information , and grasping only which suits to their neccesities,desires & wants. IT IS ACTUALLY AN ORGANISED SYSTEM ACTING AS A WINDOW INTO THE MINDS OF CONSUMERS.

Consumers apprehend sukam's product as brands,& feel that if they are buying its product means they are buying quality. It has built really the customer loyalty & satisfaction. They percieve sukam as wholly responsible & service providing brand & understanding their needs & satisfying them at reasonable costs.

VINAY MOHAN: Proprietor , BALAJI Service station,NH1, NCR.COMMENT :- Constant & frequent power cuts have made it mandatory for bussinessmen like me to have an inverter &other power back up systems to ensure that our bussiness don't suffer.i too have got a 5 KVA high capacity inverter from sukam to see that there are no disruptions in our work.

MANAS SINGH :- 364, 19-BLOCK , LODHI COLONY , INDORECOMMENT :- I am a service class person who feel much delighted at owning SUKAM's sine wave inverter(850 VA), Which has thown light in my state where in I belong to a state which faces 8-10 hours power cut. I thanks sukam.

SUBMITTED BY:

NIDHI THAKUR ANTARA DUTTA RAGHU RAJ UTKARSH GAURAV