Marketing Plan - Solar Company
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Introduction. Solar Electricity. Executive Summary Company. Marketing Objective & Strategy. Projects I & II. Opportunities. Systems, Products, & Service. Team. Target Market. Competitors & Competitive Advantage.
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Marketing Plan - Solar Company
- 1. Marketing Plan Welcome to U R Energy
- 2. Scope of Presentation Introduction. Solar Electricity. Executive Summary Company. Marketing Objective & Strategy. Projects I & II. Opportunities. Systems, Products, & Service. Team. Target Market. Competitors & Competitive Advantage.
- 3. Introduction. Solar energy as its name shows, The energy of the sun, since the beginning of mankind, we have used the energy of the sun, to dry clothes and food but, it wasn’t until 1954 scientists in the United States worked out a way to use, the sun to create electricity.
- 4. SOLAR ELECTRICITY. • A THING WHICH CAN DESERVE YOU. • A POWER OF LIGHTS. • A WAY TO GET RID FROM ELECTRICITY DEFICIT. • A POWER THAT YOU CAN TRUST.
- 5. Executive Summary Current Situation - Electricity crisis, need of renewable energy. Use of UPS / Generators leads to high utility bills & Pollution. Our aim is to reduce expenditures on light and ensure savings on replacement costs. Solar energy is freely available without caring for utility expenses.
- 6. Company U R ENERGY (INDIA) PRIVATE LIMITED. •Marketing Vision Statement: Within next 5 years grow U R Energy into among first choice company in India for Solar Power Products and its installation to residential, Commercial and Utility solar power to customers. •Marketing Mission Statement: Building sustainable solar energy business in India. our aim to create 1000 MW installations and 6500 crore turnover till 2018. We will be first choice company for consumers for roof top solar power projects in India.
- 7. Marketing Objective& Strategy Marketing Objective: •Market Share: Achieve 10% market share. •No. of Channel Partners: Achieve 30 operational dealers. • Creating image Digitally and first choice company of solar in B2B market segments. Marketing Strategy: •Conducting market research regular interval of every six months. •Creating Sales & Marketing Team to execute our business. •Registration of products with designated Government departments. •Planning advertisement campaign.
- 8. Projects 1/2 Providing the solar energy service with a reasonable price. Increase the rate of growth of sales ahead of Market Growth. Provide the product/service quicker then the competitors. Create awareness among customers to become first choice in mind. Keep team enthusiastic to provide experience of best choice company in Industry & known for its services to customer.
- 9. Projects 2/2 To reach monthly average sales in first year operations to reach break-even. To provide long lasting and durable products. Increase customer awareness regarding the solar energy alternative through effective promotional tools.
- 10. Opportunities With about 300 clear, sunny days in a year, India's theoretical solar power reception, on only its land area, is about 5 Petawatt-hours per year (PWh/yr) (i.e. 5 trillion kWh/yr or about 600 TW). Our aim is to provide the energy based on solar energy by offering products that would be cost effective in the long run . Provide our target market with a complete Solar Panel System comprising of a battery & a charger or Inverter.
- 11. Solar Power Systems 1/4 There are 3 types of solar Energy Category available: Residential Commercial Utility
- 12. Solar Energy Products Solar Panel 2/4 CELL Excellent efficiency and long term reliability Good performance under high temperature and low irradiance conditions Inverter Automatically control solar energy as self consumable Solar Energy can be stored in battery or transferred by inverter.
- 13. Supportive Products 3/4 Light Emission Diode (LED) are environment friendly with approximately 6 years life. Mounting & Tracking Systems Additional applications include stand-alone water pumps and off-grid power systems. Mobile Solar Power Stations (MSPS) Solar cart integrates the whole power system in the cart, with the storage battery installed in the unit.
- 14. Services 4/4 Sale of Solar Panel System for household Sale of solar equipments and custom made commodities to the target market Rent / sale solar panel systems to advertising agencies for lightening the bill boards. Lighting services for event management.
- 15. TEAM GM Marketing Manager (1) Sales (RM – 4) Design Manager Executives (3) Executives (12) EPC (1) ROOF TOP (1) SERVICE (1)
- 16. Target Market Outdoor Products & Services Corporate sector ( bill boards & hoardings) Retail outlets Beauty saloons Fast food chains Educational institutes Street lights and Street signals (Long term planning) Real-Estate Developers Builders Residential Societies
- 17. Users of Indoor Products Target Market Household users Hostilities Hospitality service providers
- 18. Marketing Strategies Conduct seminars on corporate level to attract clients Information about company and products on Website; Social Media; Groups; Associations; SEO. Above the Line Advertisements on B2B; Digital Marketing & Print Media Inserts. Creating Awareness
- 19. Partners in Growth Our main Partners would be Channel Partners Existing Solar Dealers Dealers of allied products Solar power startups as dealer. Franchisee in Rural area EPC Installers
- 20. Competitors Regular Study about competitor activity in Market Review regularly as per market feedback & research Activity tracking at Government level The marketing strategies of the competitors are very important study and creating counter strategies timely is effective marketing tool. But we keep our main focus on the marketing of our products as long term goal with our products usage and benefits to customers
- 21. Competitive Edge Increasing number of player every year in this segment Cost effective equipments Real time marketing strategies Durability of products 100% Customized product B2B and B2C Products & services Renting services After sale services.
- 22. Thank you!
Editor's Notes
- Overview Describe your Business? We are into Solar Power (Photo Voltaic) Systems - Supply & Installation Solar Energy PV equipments. Where are you going with it? Executing Solar Energy installations and expanding through dealer network to many more cities of India. What it looks like in five years? The year 2018 our installation 1000 MW with sales turnover of 6500 crore from Solar Power. What ‘market needs’ your company’s product or service will fulfil. Our company's product and service will provide green energy installation to customers.
- Overview Why are you in this business? We want technology advancement and growth with clean environment, we should be giving society back along with achievement of our business goal. What is your passion? Solar Energy, its uses and technology advancement in this field. What would you like to celebrate this year? Appointment of Distributors - 7 location in India and dealer network in all nearby districts with distributor locations. Installation of 5 Solar power projects. What would like to celebrate this time, next year? Distributor growth to 21 locations and dealer network of 100.
- Overview What has made your business successful to date? Our products and international presence. What will make your business successful over time? Focus approach and good policies of business. What business building projects are on your to do list. Set up of Marketing organisation and EPC company. What have you been procrastinating on that you know would make a difference in your business?
- Marketing Vision statement. What Product or Service you provide and How many? We provide PV solar panels and system. we have entire range suitable of various need of individual customers. What will this company be known for? Solar Power Installations. What is your role, how will you spend time? My role is to create marketing structure, build team and execution of plan. Where: Local, National, International? Our presence is International, but in this plan our focus is national on India.
- Marketing Vision statement. Customers – Where are they? Our customers are Government Companies & corporate companies who want solar energy. Where: Business Operation; Headquarter, sales office, Manufacturing? Our Headquarter and sales office is at Ahmedabad, residence sales managers office will be major location in India - NCR, Pune, Bangalore, Kolkata, Jaipur, Surat. Customers – Who are they? Various - 1. Roof top installation; Rural for solar Pump; Government sector Mobile Solar Power products. (i)Strategic Alliance – Who can you partner with? We can partner with Thermal Solar Manufacturer to enhance our product basket. (ii) Advisors – Who can provide strategic and professional advice? We have Solar Energy expert in EPC as our consultants.
- Marketing Vision statement. Why will customer buy these product? Our customers can buy our product and service through our sales channel and online ecommerce companies. Investor / Bankers – Why will they invest or loan money? We have good arrangement of our own resource, we need bank finance as overdraft and investors are welcome for large utility projects. Culture: how do you want to interact with clients, buyers, marketing professional, and employees? Our culture is professional but friendly, we believe in long term relationship building, we will prefer rather lose money then customer confidence in our business.
- Marketing Vision statement. How will your personal belief about business impact this business? What is the product or service? Describe 3 characteristics of your Product Describe 3 things your Products won’t do Better quality PV systems Lesser efficiency then design output We offer our systems competitive and better ROI No hidden cost to customers Our product are environment friendly They are not short life products. Who is the customer? Describe 3 characteristics of your best clients. Describe 3 characteristics of client you would be better off not serving Need Solar Power Installation Do not want to invest or high credit Govt. customers Need only temporary solutions Use of light, irrigation, mobile power solutions. Not in related field. What is business environment? Describe 3 characteristics of successful business you admire and would like to emulate. Describe 3 characteristics of business you would not like to emulate. Professional Non-planed Cordial Not offering any value to customer Long term relationship Short term business
- Marketing Mission statement. What is the product or service? Our products are Solar PV and service is to provide renewable solar energy to consumers. What differentiate you from competition? We provide better quality in reasonable price, our faster execution and reliable service to our customer is differentiating us from competition. Describe your Ideal customer? Roof top solar power customers are our Ideal customers. Why will customer buy this product or service? What value does this product or service provide the customer? What unique benefits does this product or service provide the customer? Customer get solar energy and earning from it, the unique benefit from our products are saving in cost of electricity purchase from conventional sources.
- Marketing Mission statement. Why will clients buy your company’s products? The complete solution and ease of getting solar energy as electricity. What is your company committed to providing your clients? We are committed to provide our system installed in pre determined time and maintenance for its life time. What can your company promise? We can promise customer the return of investment within 6 years time. What passion are you trying to satisfy by building this business? The renewable energy expansion and technical advancement is our passion by building this business.
- Objective: 9. Crafting Meaningful Sales Revenue Objective? Our objective is to achieve sale of 25 crore in short term and 6500 crore turnover as long term objective. 10. Crafting Meaningful Profitability Objective? We have objective to have 20% net profit achievement. 11. Crafting Meaningful Other Objective? Our other objectives are towards Clean India, Skill India Will meeting your objective accomplish your vision and mission? Our objective are accomplish our vision and mission.
- Meaningful Marketing Objective: 1.Cash flow: Achieve 45 days receivable from sales. 2.Market Share: Achieve 10% market share. 3.No. of Channel Partners: Achieve 30 operational dealers. 4. Advertisement: Digital marketing advertisements, B2B market advisements, print media and advertisements on mass media. we will have aggressive advertisement campaigns.
- Meaningful Marketing Objective: 5. Stock Points: Create strategic stock points for faster availabilities. 6. Customer Service: Creating customer service department. 7. No of sales location: We will divide India in 4 regions, and have one region head for sales and 10 large locations Ahmedabad, Surat, Rajkot, Pune, Bangalore, Hyderabad, Jaipur, NCR, Kolkata. as our sales executives. each should have one distributor and 10 dealers under him to start with. 8. EPC: We will have contractors for EPC projects.
- Marketing Strategy: What opportunity exist? We have opportunity of roof top solar due to new power purchase policy by Government. What threat exist? Higher amount of competition are entering into this business due to better support by government policy. How can we minimise the threat or turn the threat into opportunity? To start early, creating impact from advertisements, long term service support to consumers.
- Who are your customers? Link best customer with where / how and promotion to each categories. Sr, no. Best Clients Where/ How How promote service to 3 categories 1 Residential Customers Rooftop saving in electricity cost Local add campaigns 2 Commercial buildings Offices; Hospitals; Hotels; Hostels; Municipal buildings; Community halls etc. Rooftop electricity for common application for society Connect to real estate market 3 Rural market Community places like Panchayat, primary health centre, Chopal Irrigation & Lighting solution Rural community initiative and awareness programs
- Critical issue examination: 3 issues limiting your company’s growth; profitability; effectiveness. Sr. no. Symptoms Root cause Needs to change? How will result be measured 1 Experience New team Get experience people in team Initial level business output measured and reviewed quarterly. 2. Setting up Building new systems Faster implementation Ratio of inquiry vs commitment gain 3 Overcoming competition Cutting margins; better products Improve cost controls; bring latest products Market research Projects every six months.
- How will you build on the success and overcome the current limitations to achieve your vision? Current business Vision Success Factors Rooftop & EPC 1000 MW Limiting Factors Low penetration, Higher competition First choice company for roof top installations.
- Current Marketing Strategies: Conducting market research regular interval of every six months. Creating Sales & Marketing Team to execute our business. Registration of products with designated Government departments. Planning advertisement campaign.
- Future Marketing Strategy points: Assessment of market size and potential for products and services in India by conducting Market research. Identification of major players in the Solar PV value chain and competitor analysis with U R Energy. Analysis of market dynamics and recommendation of pricing strategies. Identification of potential channel partners and carrying out due diligence services. Identification of joint venture for EPC and sales/marketing Team. Outside of the feed-in-tariff, location and technology are the two key determinants of revenues for solar PV power plants While solar PV power production is usually a PPA (power purchase agreement) based game with limited upsides, there are more attractive opportunities along the PV value chain, especially in the services value chains; these opportunities could have significantly higher upside potential when compared to power production. We are keen on solar PV power production will do well to explore both the central and state government policies. With the demand for off-grid solar products such as solar Lights, mobile solar solutions solar power packs on the increase, there is a large market evolving for us.
- Future Marketing Strategy points: Power production from thin film panel based solar power plants cost slightly less per kWh than that from crystalline solar power plants, but the practical efficiencies and robustness of thin films over a 25 year project time period is not well established. As a result, it is not fully clear which of the two thin films or crystalline - is better. Thin films could score over crystalline specifically in areas where the average temperatures are much higher than 30°C or lower than 20°C, owing to their better efficiencies in these ranges. Installation of effective power plant monitoring systems could result in a 10-15% higher overall realized electricity output. Commit your advertising to educating the customer about the cost savings inherent in solar. We know when your local utility sends out bills to customers, We may wish to target those days with geo-targeted web-based advertising, or local TV, newspaper, and radio commercials.
- Future Marketing Strategy points: Talk to our customers about the long term costs of unstable fuel supplies. Coal, oil, natural gas, and other fossil fuels come with a diminishing supply and an increasing demand–an economic double whammy resulting in unending price hikes. Tap into the power of community. If We’re on site to do solar in a neighbourhood, go talk to the neighbours. Leave flyers. Ask our customer to refer you to their neighbours. Put up signs that say you were there, and that this person trusted you to put solar on their roof. We will leave no stone unturned in local marketing. Fill our quiver with all the right arrows. If you don’t know your customer’s primary interest in solar, ask. If we’re still not sure, or if they’re not giving you a full answer, be prepared to lead with the financial savings, but to pull out the environmental and social benefits at a moment’s prompting. Be able to clearly differentiate our products and services. Whether that’s our long term service plan or our brilliant track record, focus on our strengths and be able to handle questions about the areas in which you’re not so strong. Potential customers are everywhere, and solar is a large purchase that requires trust. Build it by making friends where potential customers are…meaning in places you wouldn’t think of first.
- Future Marketing Strategy points: Talk to our customers about the long term costs of unstable fuel supplies. Coal, oil, natural gas, and other fossil fuels come with a diminishing supply and an increasing demand–an economic double whammy resulting in unending price hikes. Tap into the power of community. If We’re on site to do solar in a neighbourhood, go talk to the neighbours. Leave flyers. Ask our customer to refer you to their neighbours. Put up signs that say you were there, and that this person trusted you to put solar on their roof. We will leave no stone unturned in local marketing. Fill our quiver with all the right arrows. If you don’t know your customer’s primary interest in solar, ask. If we’re still not sure, or if they’re not giving you a full answer, be prepared to lead with the financial savings, but to pull out the environmental and social benefits at a moment’s prompting. Be able to clearly differentiate our products and services. Whether that’s our long term service plan or our brilliant track record, focus on our strengths and be able to handle questions about the areas in which you’re not so strong. Potential customers are everywhere, and solar is a large purchase that requires trust. Build it by making friends where potential customers are…meaning in places you wouldn’t think of first.