Till the dawn of the 21st century, lamp makers concentrated on the quantity of light

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• 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.

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• The lamps 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 tubes
  high installation cost is a plus point for the
  electronic ballast fitted fluorescent tube, which
  will only entail an additional cost of Rs.200

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• 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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