A report on wipro lightings as

a B2B business FIRM

SUBMITTED TO: Prof. Sekhar. V.

By
TEAM: 3
MEMBERS
AMRUTA KANAGALI 08PG216
ARVIND KUMAR RATHI 08PG221
JINU SIVANANDAN 08PG229
NAGENDRA PRASAD 08PG242
SHIKHAR BHATIA 08PG274

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 1. INTRODUCTION TO WIPRO GROUP
2. KEY DOMAINS
3. INTRODUCTION TO WIPRO LIGHTINGS
4. PRODUCT RANGE
5. PRICING
6. COMPETITORS
7. DISTRIBUTION
8. PROCESS
8.1. PROCESS IMPROVEMENT
8.2. INTERNAL SCORECARD
9. CUSTOMER RELATIONSHIP MANAGEMMENT
9.1. CUSTOMER ADVOCACY
9.2. NET PROMOTOR SCORE
9.3. ANNUAL PERCEPTION SURVEY
10. SUSTAINABILITY
11. REFERENCES

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1. INTRODUCTION TO WIPRO GROUP

Wipro was born in 1947 as Western India Products Ltd. It was started by Mr. M. Hasham
Premji, father of Mr. Azim Premji, who set up an oil mill in Amalner, Maharashtra. The
rechristening happened in 1977 and the company came to be known as Wipro Products Limited.
In 1983, Wipro Information Technology Limited and Wipro Systems Limited were formed. In
1995, the companies merged to form Wipro Limited.

Wipro is a diversified corporation into Services, Consumer Products, Fluid Power, Bio-
Med and Information Technology. Wipro Corporation’s sales I the year ended March 31,2000
were 23.129 million. Over the last 10 years sales have grown at an average annual growth rate of
23% and profit after tax at 43%. In the same year 2000, the company was also listed on the New
York Stock Exchange.

Wipro seeks leadership in all businesses. They are the No. 2 in Information Technology
in Sales and No. 1 in Market Reputation. They are No. 1 in other areas like Network Integration,
Support, Healthcare Technology in South Asia, Hydraulic Cylinders, Export of Healthcare
Systems, Hair Care Soaps, Circular Florescent Lights and No. 2 in Software Exports, Fluid
Power Consumption, Baby Toiletries and Bakery Fats.

Wipro’s Vision:
"With utmost respect to Human Values,
we promise to serve our customer with
integrity, through a variety of Innovative
Value for Money Products and Services,
by Applying Thought, day after day."

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2. DOMAINS IN WHICH WIPRO HAS PRESENCE

 Aerospace  Insurance
 Automotive  Manufacturing
 Banking  Media
 Business & Consumer Services  Medical Devices
 Communication Service Providers  Mobile Devices
 Computer Peripherals  Pharmaceutical & Bio-Tech
 Computer Software  Retail
 Computing  Securities & Capital Markets
 Consumer Electronics  Semiconductors
 Consumer Packaged Goods  Storage
 Energy  Telecom
 Government  Telecom Equipment
 Healthcare  Transportation
 Hi Tech  Utilities
 Hospitality & Leisure

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3. INTRODUCTION TO WIPRO LIGHTINGS

Wipro Lighting is in the business of manufacturing and marketing Wipro Brand of

Luminaries, Lamps and Accessories. Wipro Lighting caters to both institutional and retail
consumers and offers comprehensive lighting solutions across various application areas. Wipro
Lighting is part of the Wipro Consumer Care & Lighting Division of Wipro Limited. Wipro
Limited is a Rs. 8170 crore diversified corporate having interests in Information Technology,
Healthcare, Infrastructure Engineering and Consumer Care.
Wipro lighting has leadership in Lighting of:
Commercial lighting, Modern Work Spaces
Lighting Controls
Manufacturing & Pharmaceuticals
Designer Petrol Pumps
Architectural Outdoors

At Wipro Lighting, innovation is a never-ending journey. Its passion for innovation and
quality drives it to develop and deliver new products and solutions for its customers. Wipro
Lighting has been at the forefront of providing creative lighting solutions for modern
workspaces, healthcare centers, pharmaceutical industry, manufacturing, roads and highways,
landscape etc. It has helped customers create a cheerful workplace and meet their energy saving
needs through various offerings, such as:
Brightness Management lighting products for Modern Offices
High End Lighting Control and Architectural Dimming System
Lighting system for Healthcare Centers
Clean Room application products for Pharmaceutical & F&B Industry
High Intensity Discharge lamp Luminaries for Manufacturing Sector
Exclusively designed Architectural Street lighting products for City Roads and Highways
International Landscape Lighting products for Gardens, outdoor areas
Exclusively design Lighting products for Oil Retail outlets
High End Digital electronic ballast range with International certification

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4. PRODUCT RANGE:

Wipro lightings has divided its product range into 9 different categories as follows

Commercial lighting for modern workspaces

Lighting controls
Landscape lightings
Retail lightings
LED’s
Pharma and F & B lightings
Industrial/Factory lighting
Street and flood lighting
Accessories

4.1.OVERVIEW OF EACH PRODUCT RANGE:

1. Appropriate lighting can greatly impact the way people feel about their offices. This is the
prime reason why lighting of Modern Workspaces has evolved from simple functional
lighting to a more innovative and creative approach. Working environments are changing
radically. Information technology now enables us to use time and space in a more innovative
manner. Office design forms an important aspect today with respect to creating a warm &
vibrant work atmosphere. Considering this, modern workspace lighting has also transformed
by enhancing the effectiveness and efficiency of the people through the good quality of
lighting. Wipro Lighting has been at the forefront by continuously providing latest products
and technologies suitable for Modern Workspaces in line with international trends. Wipro
Lighting's Brightness Management Philosophy emphasizes on enhancing Productivity
through Quality of Light rather than quantity of light alone.
Recess Indirect/Direct Luminaries
Recess Indirect Luminaries
Recess Direct/Indirect Luminaries
Suspended Direct/Indirect Luminaires
Recess CAT2 Dark Lighter Luminaires

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 Recess Low Glare Luminaires
Recess Mirror Optic Luminaires
Surface Mirror Optic Luminaires
Surface Indoor Decorative Luminaires

2. Economic Liberalization in India has made competition severe among both Manufacturing as
well as service sectors. Naturally the bottom line has come under severe pressure forcing
organizations to look for practical and advanced solutions to save every Rupee. Lighting
consumes upto 50% of an office energy cost. Energy tariffs are on the rise day after day. By
use of Dimming Lighting controls, lighting energy costs can be cut by upto 70%. These extra
ordinary cost savings can be achieved by using Wipro Energy Management Systems (Wipro
EMS) to minimize wasteful use of light and to make maximum use of natural light. Wipro
Energy Management Systems allows control by reducing energy Costs and enhances
employee Convenience and Comfort.
Presence Detection Systems
Managed Lighting Systems
Scence Select System for Digital Dimming
Scence Select System for Analog Dimming
Lutron Lighting Control Systems
Analogue Dimmable Ballasts

3. Creative Landscape lighting is concerned with the illumination of features to exploit texture,
form and colour in order to suggest a sense of depth. Combinations of light and shadow can
create dramatic effects in complete contrast to the daylight scene. In Lighting for
Landscapes, it is desired to have subtle schemes to enhance planting, landscape features and
architecture to provide a stimulating night environment, plus lighting of paths, steps,
driveways and terraces, which is both functional and decorative. All the landscape lighting
products are meant for outdoor use. This means these products have to sustain various kinds
of abuse forced by environment as well as humans. In addition to the above, the landscape
lighting products must gel with the surroundings and should beautify them during daytime.
Wipro offers a variety range of internationally styled products for landscape lighting called
FANTASY. With this range Wipro Lighting has ensured that at night "The outdoors come
Alive."

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 Bollards and Wall Lights
Pathways
Post Top
Drive Overs
Flood Lights
Under water Lights
Step Lights

4. Lighting is one of the most vital aspects of product merchandise and store visibility.
Providing the right amount of light at the right time and place is always a challenge for a
lighting designer. Lighting should be considered a sales tool in retail environments. It can be
used to entice customers into the store, lead them through merchandise areas, call attention to
specific merchandise, and draw customers through the transaction process - all the while
conveying specific moods or enhancing merchandising themes. Effective use of light can
dramatically enhance the performance of most retail environments. At Wipro Lighting, we
understand your needs and are ready to deliver the best lighting effect!
Galaxy Recess Down Lighters - Horizontal
Galaxy Recess Down Lighters - Vertical
Recess Wall WASHERS
Recess CFL Mirror Optics
Surface CFL Mirror Optics
Recess Halogen Downlighters
Halogen Track Lights
Metal Halide Downlighters

5. LED lighting fixtures offer endless colour changing possibilities to enhance your
environment. The infinite colour palette ranging from pretty pastels to deep intense hues
makes these products ideal for entertainment, architectural and retail applications. Transform
a look, highlight a feature, create an atmosphere – the choice is yours. Colour mixing with
the LED Range gives the architect an unlimited colour palette never before available in a
range of lighting fixtures that can enhance building facades, water features and focal
displays. Indoors or outdoors, the Wipro LED range enables a new era of coloured light
generation.

LED Downlighter
LED Cabinet Light

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 LED Signage or Cove Lighting
LED Contour Lights
LED Under Water Lighting
LED Flood Light
LED Walkover
LED Accent Lighting

6. Lighting for Pharma and F&B is governed by FDA /GMP norms. Lighting in these industries
needs to be uniform, with greater emphasis on increased Ingress Protection (Minimum IP54)
and by using anti-corrosive/food grade materials in construction. Wipro Lighting has been a
pioneer in this segment by providing energy saving products and solutions to customers that
are suitable for all class of Clean Rooms and for various ceiling systems.
Bottom Opening Clean Room Luminaire
Top Opening Clean Room Luminaire
Industrial Corrosion Proof Luminaire

7. Modern day Manufacturing is guided by international norms such as Good Manufacturing

Practices (GMP). Emphasis is to increase productivity, have zero defect manufacturing and
provide a safe & secure work environment. Typically the lighting has to be Uniform and
Glare free. Industries lay importance on having an energy efficient system, which in turn
translates into lower operational costs. Selection of the right Lamp source with high Colour
Rendering Index (CRI) is an important parameter when designing an Industrial work place.
Wipro Lighting has the experience and expertise in designing and manufacturing luminaires
suited for wide variety of industrial lighting applications like Pharma, Food and Beverages,
Electronic Manufacturing Industries, Factory Lighting and Petrol Pump Lighting.

Industrial Channels
Industrial Highbay Lighting / Midbay Luminaires
Industrial Lowbay Lighting / Luminaires
Lowbay Luminaires for Designer Petrol Pumps
Industrial Well Glass Luminaires
Industrial General Purpose Luminaires

8. Street Lighting is used to accentuate design and ensure security. Internationally Street Light
is not merely used for illumination of the roads, but also to blend with the surroundings by
enhancing architectural details. When choosing the appropriate Street Lighting system

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 important parameters to be looked at are durability, economic efficiency and environmental
compatibility. Architects and consultants are becoming more aware of the necessity of
making towns more attractive for their inhabitants and visitors. Using the latest light sources
to ensure a high degree of colour and efficiency, Wipro Lighting offers a range of unique
Architectural Street Lights, which beautifies the urban setting. These streetlights are a perfect
blend of Style and Performance.
IP 66 Architectural Street Light
Pot optics Street Light
General Purpose Street Light
Fluorescent Street Lights
Post Top Luminaire
Non Integral Flood Light
Halogen Flood Light

9. The rapidly growing demand for energy is raising the Demand supply Gap. To close this Gap
India will have to invest in huge resources to create additional capacities for energy supply.
Alternatively focusing and achieving energy savings can also close this gap. Energy efficient
luminaries can cut energy costs by 35%. Energy saving ballasts that conform to international
norms like safety, performance, immunity to interference, mains harmonics, and immunity to
radio frequency interference are the norm of the hour. It has been Wipro Lighting's constant
endeavor to save energy and provide customers with practical and advanced solutions to save
every Rupee.

Control Gear
Electronic Ballasts
Electromagnetic Ballasts
Starter /Ignitor

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5. PRICING
Wipro Lightings follows different pricing strategies depending on the type of
customer. It has two pricing strategies for B2B and B2G customers. In case of B2B the
company charges based on the volume of good purchased, i.e., Bulk volume purchase
and frequency of purchase by any particular dealer.
Based on the Volume of purchase, the company needs prices them so that, they
are competitive enough for the dealer to have a large margin. The company also needs to
look into various aspects of pricing such as Basic price, Excise duty, Sales Tax, freight
tax, and commission to the dealers. These aspects vary with customers and more
incentives are given based on their relationship with the company. This can be termed as
customer based relationship pricing and because of which more and more dealers try to
build a strong relationship with the company,
Wipro lighting strategies differ for B2G purchase because it involves applying for
the tender, quoting the least price and not compromising on the quality. The company
usually has big projects such as lighting of National Highway, State Development
Authorities. Hence the company follows a different method altogether in pricing the
products for the government.

6. COMPETITORS:

Wipro Lightings’ key competitors are as follows:

 Philips
 GE
 Bajaj lightings
 Osram
 Havells
 Autolite Ltd.
 Surya Roshini Ltd.
 Usha

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7. DISTRIBUTION CHANNELS

The distribution channel followed by Wipro Lighting is pretty simple and they try to keep their
channels as small as possible so there is less distribution and maintenance problems. The goods
manufactured are directly shipped to various dealer outlets which also helps in reducing the
inventory holding cost for the company. The manufacturing units of Wipro Lightings are in
Mysore, Baddi and Pune from which all the finished goods are dispatched.

Wipro lightings has two channels to deliver the finished products to its customers, one being
Zero-level channel and the other being One-Level channel distribution. In case of Zero level
channel, there are lighting consultants which cater to various business units upon request. In this
case there are no intermediaries between the company and the end customers. Wipro lightings
have a huge dealer list across India covering almost all the important places. There are a total of
115 dealers who in turn distribute to various retailers and other customers.

Wipro Lightings follows Push Strategy in distribution of its lighting systems. Here it pushes its
dealers to push its sales to retailers by providing then with various incentives, margins and
discounts on purchase of lightings on bulk. In order to adopt push stratrgy Wipro believes in
Channel Membership through collaborative relationship management with its dealers and other
influencers. It follows the following 2 distribution methods

Selective Distribution: In this method, the company selects dealers who have good brand image
and high credibility in the market to distribute its lightings.
Exclusive Distribution: These are authorized dealers of Wipro Lightings which helps in
distributing all Wipro lighting systems to its retailers. They also act as distribution centers and
helps in holding inventories.

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 FRAMEWORK OF B2B AND B2C CHANNELS OF WIPRO LIGHTINGS

Distribution Channel
Manufacturing Units

Consultants
115 Dealers

Dealers Dealers

Business Customer Customer Customer Customer

Units

Another method of maintaining good relationship with the dealers is through Channel
Motivation. Here the dealers are given more incentives to push more of its products to its
retailers and other customers. They also provide innovative pricing strategies to these customers
when a bulk purchase is made or through extending their credit days to these loyal customers.
They also have a dedicated team to visit all the dealers and ensure satisfaction and quality service
to them. These sales executives visit these dealers at least once in a month to get their regular
feedback and build a strong customer database.

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8. PROCESS:
8.1.PROCESS IMPROVEMENT

Order to Cash cycle — The sequential steps from acquisition of a customer’s order
up to the customer’s money reaching the operator’s bank account represents the financial
lifeblood of any communications company. Order-to-Cash cycle also does a lot more – series of
milestones or activities go a long way to determine the customer experience and perception of
the communication provider.
To be a best-in-class process, entire ―Order to Cash‖ cycle for an organization needs
to be optimized. True optimization of the order-to-cash cycle requires end-to-end view of the
entire process, and achieving this involves far more than fine-tuning some systems and
processes.
Moving an end-to-end process will involve changing the culture significantly, with
substantial support and inputs from management.

Three key elements to improve in the Order to Cash cycle are:

Customer experience—providing flexible, and predictable service/lead times
Revenue/cash flow
Fulfilling the order in a predictable cost base—Improving on operational eficiency by
eliminating NVA and bottlenecks

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8.2.INTERNAL SCORE CARD

A score card could be used to check the efficiency and the effectiveness of the processes
followed at every level in the organization. With the help of it organizations can measure how
well they are functioning and how to predict future performance. Basically, it's a way to map and
translate complex business information into something that's understandable to everyone

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The methodology starts with targets defined by the organization, followed by scorecard
measures. These usually include both corporate targets and business unit targets, which are then
honed into individual measures and targets. It's a very flexible approach, designed to be adapted
to any organization's needs

Major benefits include increased structure and shared objectives; these often lead to greater
financial return. It allows organizations to become more functional and enabled. For specific
programs, a balanced scorecard can raise the profile of key projects, which can help with funding
and internal support. It's also possible to use the strategic map that a balanced scorecard approach
creates to help guide programs toward success

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9. CUSTOMER RELATIONSHIP MANAGEMENT

9.1.CUSTOMER ADVOCACY

Wipro as a customer-centric organization has a dedicated team called Customer

Advocacy to address any unforeseen challenges. Their objective is to enhance the customer
experience.
A two-pronged approach of proactive and reactive management is followed. C-sat
surveys are used to identify proactive actions and enhance client satisfaction. Customer
escalations received by Customer Advocacy are worked on with alacrity and driven to closure, to
form part of reactive management by fanatical customer advocates.
PITSTOP, the package used to document all the escalations received by Customer
Advocacy, not only drives for complaint closure, it also drives for Root Cause Analysis and
process enhancement with respective stakeholders
THE PROCESS FOLLOWED:

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9.2.NET PROMOTOR SCORE :

To get customer feedback on the issues addressed in the last quarter, a repoll is done.
This is to verify non-recurrence of the problem, customer satisfaction or any other response or
comment from the customer

9.3.PERCEPTION SURVEY
A perception survey is carried out by Wipro in various areas like products, service,
availability etc .The objective is to measure the strengths & weaknesses through the eyes of thr
customer, hear the voice of the customer, work on the feedback & plan for new initiatives.
The following are the categories on which customers are surveyed:
Availability
Assurance

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 Competence
Credibility
Reliability
Value for money
Problem escalation

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10. SUSTAINABILITY FACTORS

Green Energy
Strong Penetration in Government sector
Strong Brand Value
Leading R&D and Innovation

11. REFERENCES
www.wiprolightings.com
www.wipro.com
Interaction with Mr. Vishwajeet Rajawaday and Mr. Sailesh Totekar.
[BUSINESS MANAGER WIPRO LIGHTINGS & RETAIL MANAGER
respectively]

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