Marketing Management Dr. Aravind Banakar –

Marketing Management Case Study (20 Marks) Till the dawn of the 21st century, lamp makers concentrated on the quantity of light, and the growth has been from incandescent to fluorescent, to high and low pressure gas discharge, to compact fluorescent lamps, etc. The main aim of lamp makers has been to maximize the use of energy, focusing on not cutting the lighting levels. Prakash lamps ltd (PRL) plans to introduce electronic ballast with a view to minimize energy loss in conventional fluorescent lighting. In conventional lighting, a ballast and a starter are essential for starting and running fluorescent lamps. The electronic ballast virtually eliminates this loss. Whereas the normal blast consumes 12 watts of power in the case of the electronic blast, it is as low as 2 to 3 watts.

The lamp’s efficiency goes up by 7 to 8 per cent. The life of the tube goes up by 2000 to 3000 hours. There is also no need for a flicker star. PRL estimates a resultant saving of at least Rs.400 during the life of the tube. In addition, the electronic ballast is particularly useful in areas facing frequent fluctuations of voltage. The organized sector accounts for 75 million fluorescent lamp production. Industry sources estimate that, in the next 5 years, about 30 to 40 per cent of the lamps will have electronic ballast. A potential threat however is offered by the advent of compact fluorescent tubes. Nevertheless, PRL feels the compact tube’s high installation cost is a plus point for the electronic ballast fitted fluorescent tube, which will only entail an additional cost of Rs.200

Answer the following question. Q1. What marketing information will PRL need to decide whether the consumer will opt for the new product? Q2. What should be the appropriate research technique that should be adapted to the required information? Explain

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