Case presentation

on
Roshni Lamp Makers Limited
 Facts of the case

RLML is going to introduce an Electronic
ballast for fluorescent lamps.

Size of organized market – 75 million

Potential market in next five years- 30 to
40%

Competitor – new compact fluorescent tube
and fluorescent tubes with normal ballast

Type of goods : consumer durable
 ISSUES

What marketing information would help
RLML whether the consumer would ready
to use new product?

Should only few cases be studied or large
sample be surveyed?

What Action plan that RLML should adopt
after result of the research? Alternative plan
for action?
 Issue 1

What marketing information would help
RLML whether the consumer would
ready to use new product?
 Research

Market Consumer Product

 Market research

Market Competitors
share

Market
research
Market
Trend forces

Strength
and
weaknesses
 Consumer research

Consumer
research

Current Potential

Preference Need Preference

Need
 Product research

Differential Competitors
product product

Product
research

Quality of
Performance
product
 Issue 2
Should only few cases be studied or large
sample be surveyed?
 Survey plan

Probability Cluster sample

Large sample
sampling Stratified sample
Nature of product:-

Augmented
Target segment:-

Upper and middle
 Issue 3

What Action plan that RLML should
adopt after result of the research?
Alternative plan for action?
 Action plan I
Disc
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 Action plan II
A P R P
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mark

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
Thank you..
Ajay Singh Chauhan
Madhuri Boob
Manoj P. Changani
Rahul Sharma