LITERATURE REVIEW Kotler P. (2003) Gupta (2007) Ostaseviciute R. and Sliburyte L., (2008) Arora etal (2010)

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1 LITERATURE REVIEW A literature review is an account of what has been published on a topic by accredited scholars and researchers. In writing the literature review, our purpose is to convey what knowledge and ideas have been established on the above mentioned topic, and what are their strengths and weakness. 1. Kotler P. (2003) Writer in this book has stated that before positioning the product in the market, the entrepreneur venture should have a look at who your customers are? What they buy? And why they buy? Detailed study of how customers buy, benefits of a product or services and objective & subjective reasons of their buying decision. Before positioning product in the market, one needs to have some idea of the size of the market, who competitors are operating in it, what are they positioning & in relation to that where you re positioning. 2. Gupta (2007) Author has reported in this article that improving access to electricity improves the living standards in rural India and gives an opportunity for socio-economic development. Rural electrification is possible by formulating right policies and permitting stand-alone systems based on renewable sources of energy. Hence, Power producers that use renewable sources of energy should be given interest subsidies as their project costs are front-loaded whereas operation cost are almost negligible. Also, Private ownership will result in good service standards, efficiency, competition, etc. 3. Ostaseviciute R. and Sliburyte L., (2008)The paper has focus on theoretical aspects of product positioning in the market. Positioning is STP model is the most key element as it determines the successful product positioning accomplishment in the market. For successful product positioning, identification of the competitor s product and its analysis is must. It is the best means to understand the market, competitor s product, customer s perception and so on. Positioning has a great role to play when it comes to placing a product in the mind of the potential as well as existing customers. 4. Arora etal (2010) Authors discuss about the significance of renewable energy on the growth of Indian economy. India needs to focus on the energy challenge which will impact all citizens and across all sectors. Currently, the quality of electricity supply is impeding and issues like voltage fluctuations, blackouts and various other disruptions impact the commercial and residential consumer. Addition of grid-tied renewable energy can bridge this gap. It provides buffer against energy security concerns and can bring hedge against fossil fuels and price hikes. Also, it will support in climate change goals.

2 5. Wong S. and Mathur V., (2011)This paper has studied two solar lanterns projects in rural areas of Rajasthan and has examined success and limitations of entrepreneuralising development model in providing energy services in rural areas of the country. The paper has promoted a genuine bottom-up approach in energy service provision by getting entrepreneur and villagers involved at the beginning of the projects. Thus adopting bottom-up approach and getting the entrepreneurs and villagers involved before projects started, should be able to identify obstacles that might constrain the success of the project. 6. Singh SN, (2012)In this journal, author has focused on use of LED lamps which is one of the solar power devices. Solar (PV) photovoltaic home lighting system can be used for portable lantern lighting, street lighting and home/community house lighting applications. The comparison of CFL and LED is done under this study and it was found that LEDs are more penetrating with its downsizing of the lamp size, low power requirement as compared to conventional lighting system. 7. Momotaz and Karim (2012) Paper summarizes that rural electrification through solar system is becoming more popular in remotes & inaccessible areas but the intensified competition challenges make customer satisfaction an essential prerequisite for achieving a sustainable competitive advantage & overall success of solar lighting systems. It may have a profound and far-reaching economic, socio-cultural and demographic impact on life and living of rural people. 8. Arvizu and Balaya (2012)The study says that of all renewable sources of energy if used in best of its potential will impact the environment. It is stated that if direct solar energy is the most abundant of all and also provide opportunities for positive social impact. Over the last 30 years, there has been cost reduction in solar technology and hence potential deployment scenario for solar energy to become one of the major sources of energy supply by Sinha and Joshi (2012) Authors study the status of solar PV research in India in relation to its aspect pattern of output, impact of research, etc. It focuses on comprehensive mapping of solar PV R & D capability of India that should be taken on priority bases to make effective strategies to take advantage of supportive policies of the govt. Even being the first country in the world to have dedicated ministry of renewable energy, India still lags far behind in solar energy technology competence, generation and utilization. 10. International Finance Corporation (2012)The research is focused on the off grid households of India. Total annual consumption of kerosene in India for lighting is 2.2 billion USD of which 1.8 billion USD is consumed by rural household for electrification.

3 Even though kerosene is subsidized, off grid solar lighting is a cost effective option for the consumer. Currently, the penetration of solar lighting products is only 4-5% of its total potential. MNRE has subsidized the solar device market which will support to create the market tremendously as the potential is huge for Solar Lanterns and SHS. SELCO is the most prominent manufacturer in the market currently. Report suggests the companies to partner with regional rural banks for consumer financing. 11. Srivastava Swami &ShrivastavaSurvat (2013) Electricity is one of the core components in industrial growth & economic progress. India being one of the most populated countries is now facing acute energy scarcity. The time has come for the country to think on utilization of abundant of renewable energy resources such as solar energy. it is one of the prime renewable energy sources. There are few challenges & constraints with regards to the solar energy power system such as land scarcity, slow progress, Govt. support and so on. However, the Jawaharlal Nehru National solar mission is aiming at development and deployment of solar energy technologies in the country by Considering other facts such as economic growth, rural electrification abundant source of energy solar power is economically viable. Thus, there is lot of scope in positioning solar energy devices in rural & urban areas of the Pune region. 12. Asinda S. (2013)There is no such product in the world which does not hold any position. Especially in such a market where there is intensive rivalry and competition. Buyers have no. of choices. To know what consumers want and position the product in their minds as per the perception has become critical. It can be concluded that marketing, positioning and its strategy are closely related. It involves creating uniqueness, consistency and a competitive weightage in the market. 13. Agrawal R. K., Markanda S. (2013)In this paper, authors have focused on usage of thermocouple energy. Solar heat & thermal energy which generates from natural hot water sources combined together generates thermocouple power. Though thermoelectric technology has been in use for over 50 years in commercial and industrial use, there is not much advancement in the technology as it has been truly underestimated. 14. Biswas B., Mukherjee S., (2013)The study has emphasized on comparative study of solar based lighting system and fuel based lighting system in remote areas where grid connection is yet to get installed on larger scale. Thus, the use of fuel based lighting system is used in such areas. To meet the power demand of these areas solar energy can play a vital role. When solar based lighting system was compared with conventional fuel

4 based lighting, it was found that solar system is much cost effective, efficient and ecofriendly. 15. Dash A., (2013)In this paper, author has given importance on having competitive advantage. There are various aspects of competitive advantage that bring out its importance in order to achieve a better performance that is sustainable over a longer period. There are new opportunities as well as new challenges to be countered in order to be successful. Thus there are different strategies that are focused on, which shows importance of having competitive advantage in positioning the product. 16. Kumar A., et.al,(2013)it has been observed that India has huge potential of being one of the leading nations in usage of renewable sources of energy. Solar energy shares 13% availability in India. An efficient energy management can help in optimum utilization of potentials of renewable sources. After considering these facts, it can be concluded that economic growth of any country depends in the long term availability of energy from sources that are affordable, accessible and secured. 17. Rajkumar and Balasubramaniam (2013) Author has observed that India has huge potential of being one of the leading nations in usage of renewable sources of energy. Solar energy shares a 13% availability of all the renewable sources available in India. An efficient energy management can help in optimum utilization of the potentials of renewable sources. Having an exclusive ministry of non-conventional energy sources (MNES) is an advantage for India, that will bring reforms to put in place the resources for renewable energy development. 18. Srivastava and Srivastava (2013) It has been summarized through the paper that acute energy shortage can hamper India s industrial and economic growth, thus Indian govt. is recognizing the importance of solar power. Also, decreasing cost of solar investments suggest it to be the right time for solar power revolution in the country. JawaharLal Nehru Solar Mission aims at development and deployment of solar energy technologies in the country. It focuses to see solar energy as a viable energy source, not just an alternate to other renewable sources. It can be concluded that India s solar market can grow to a billion dollar level over a decade which would require right project execution, financing and localization. 19. Arora (2013) Researcher has studied the bright potential of India through various usages of solar photovoltaic in Rural India which will fulfill electricity requirement at reasonable and affordable rates. Solar Lanterns, Solar Home Lighting System, Solar PV Micro-grid,

5 Solar PV based irrigation pump sets, Solar PV for Telecom towers are devices that can reduce the usage of costly fossil fuels (kerosene and diesel) in rural areas. 20. Burogohain (2013) Author has summarized that rural electrification through solar devices has huge impact on the living standards of villagers. It gives them safety and security over kerosene lamps with an economic advantage, light for children to study, hence boasting child education, reduction in crime rates due to availability of light in village surroundings, etc. 21. Okeetal (2013) Authors discuss the concerns of street lighting system currently due to manual work of switching on & off lights. Authors give an automated street light suggestion that will switch on automatically when the visibility goes below a certain level. Thus, this will help in reduction of energy consumption as well. Hence, installing of charge controller and sensors will help in prevention of damage of battery and optimum utilization of energy. 22. Shakhshir G., (2014)Under this study, the more light is thrown on the effects of economic crisis on the consumer s positioning perception and various retailers trends in developing his own product positioning. The reason behind choosing Romanian market was, it was new for opening towards the external market compared to any other Western countries. They were new to multiple brands of the same products. The author has aimed to track the perception of the consumers with regards to the particular product. This strategy restricts the potential customers range, as main focus is given to high quality, high price, promotion, advertising and so on. 23. Panwar V. and Kaur T., (2014) Authors have studied renewable energy resources of India and its importance to generate power in near future. From this literature it can be concluded that the sun provides 1000 times more power than we need. If we can use 5% of this energy, it will be 50 times what world will require. Solar thermal principles can be used to produce hot fluids or air to produce electricity. Using solar power to produce electricity can be a great option of replacement to fossil fuel based energy systems. 24. Cristea A., (2014)Under this study the focus is on brand positioning. It is highly essential to position your brand in such a manner where it will give you a brand differentiation and which will help in building brand equity. The study has revealed positioning strategies for the brand for obtaining and sustaining competitive advantage. A strategic positioning is a timely process which should focus on laddering the means-ends-chain and deepening brand associations.

6 25. Ahmed A., Khalid S., Qussain S. and Tiwari G.,( 2014)The development of renewable energy source is an alternate to achieve the challenge of sustainable energy development. At present 87% of power is generated through conventional sources in India. Most parts of India have approx. 300 clear sunny days in a year. This solar energy is either utilized by solar thermal power system or solar photovoltaic. Hence it can be concluded that solar energy sources can take sources which will lead towards the exploration and development of technologies for power generation from renewable resources. 26. Reichheld (2014) Author has summed up in his book that a simple question like would you recommend us to a friend? allow companies to track promoters and detractors. If an organization s Net Promoters Score (NPS) is higher by a dozen points than its competitors, it can double the company s growth rate. Hence, NPS helps top management to make its employees accountable for treating their customer s right. 27. ThilagavathiandMownica (2014) It can be stated from the study that solar power is emerging as one of the best alternatives to electricity. It comes up as the clean green electricity. Its various applications have become saviors to power cuts, lower availability of grid electricity, etc. Solar water heater has evolved as the most popular device that reduces electricity consumption to more than 30%. Study has evaluated the customer satisfaction and factors influencing customer sot purchase these products, etc. It focuses on customer s needs and wants and hence, manufactures can achieve customer satisfaction by giving more user friendly, innovative and cost effective products. 28. Venkatraman and Sheeba (2014) The findings of the paper suggest that customers attributes toward solar devices is changing and there has been an increase in the awareness of the benefits of solar energized devices over electric devices. Report concludes that customer s attitude is influenced by many factors including changing trends, education qualification of customer, standard of living of people, etc. 29. Ahmad et.al (2014) Author has summarized that the development of renewable energy source is an alternate to achieve the challenge of sustainable energy development. Currently, 87% of power in India is generated through conventional sources. Most parts of the country have approx. 300 clear sunny days in a year. This solar energy can be utilized by either solar thermal power system or solar photovoltaic. Thus, large scale installation of photovoltaic will give huge contribution to sustainable development of India. 30. Harinayarana and Kashyap (2014) Authors in this study have discussed on various parameters that effect the solar energy generation apart from radiations. These factors

7 include weather and topographic conditions life earth sun movement, tilt of earth s rotation axis, atmosphere parameters, etc. Study indicates that total generation in India is between KWH to KWH per acre of land. Least energy generation potential lies in eastern states of India and highest generation potential lies in eastern part of Jammu & Kashmir and Uttarakhand. Combination of higher altitude and low ambient temperature plays a crucial role in the efficient performance of PV Modules. 31. Sharma etal (2014) Author in this study are focusing on optimization of solar electrification to charge of power, cost efficient and efficiency effect. Also, study has stated the advantage of LED over CFL lighting in solar street lighting system. Solar Street light is a friendly behavior to save energy and reduce criminal cases on roads at night. Thus this study is focused to optimize the cost of solar street light installation and to identify optimum areas for the same in Rajasthan state. 32. Smaila, Divya and Regi (2014) Authors discuss about the unawareness of solar energy products and its high cost. Authors promote the use of these devices because of its effectiveness and usage in advanced world. Various products are solar cell phone charger, Solar air conditioners, solar fans, solar street lights, solar traffic lights, solar lamps, etc. Though solar lamps would not provide as much light as the line powered lighting system but they are easily installed and maintained and are cheaper alternative to wired lighting system. 33. Munaga R. (2015) The author has emphasized on perpetual mapping under this study. It is a means of graphing or displaying in more than two dimensions, the brand, product location or the group of products in the minds of the consumer. It can be used by the firms to develop their market positioning strategy for the products or services. This can be a great tool for product positioning. 34. Brown (2015) Author has stated that the risk of extinction of fossil fuels and climate instability is being replaced by wind, solar and geothermal energy alternatives and revolutionizing the global energy platform. Energy investors are focusing on utility-scale solar projects. 35. Chaudhury (2015) Author through this research talk about the energy crisis in Bangladesh which can be solved only through a renewable energy revolution that can help in eradication of poverty and other problems of the citizens of the country. Being a small country, it can focus on the renewable energy which can help in managing energy crisis with the help of right implementation policies.

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