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Off the grid soler energy marketing presentation

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Marketing Plan Course Project from my Marketing Class while attending at The Minnesota School of Business for my Associates of Applied Science in Sales and Marketing.

Marketing Plan Course Project from my Marketing Class while attending at The Minnesota School of Business for my Associates of Applied Science in Sales and Marketing.


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  • 1. Marketing plan for Off TheGrid Solar EnergyElizabeth WolfeMinnesota School of BusinessPhotovoltaic installation onMolokai General Hospital, Hawaii,
  • 2. Off The Grid Solar Energy Off The Grid Solar Energy is pushingforward in a tough economy to provideclients with affordable solar modules byrenting the units on an individual basis.Now single family homes and smallbusinesses alike will be able to take part inreducing carbon emissions at anaffordable cost.Our Company
  • 3. Our Mission It is our goal at Off The Grid Solar Energy to provide our customers with thecleanest form of energy by offering units at a low fixed rate. By rentingphotovoltaic units customers are able to get off the grid, save money, andbetter their environment by reducing their CO2 emissions. We see our customers and the sites they are located as individual andunique; all units are custom fitted to best work with whatever situation you arein. We strive for providing the best service in the industry; when renting one ofour units you can be assured that all maintenance and grievances will behandled quickly and efficiently at no additional cost. Our photovoltaic panels are manufactured by one of the leadingmanufacturers in the industry. We have the panels shipped all the way in fromChina to our company so that our customers have the very top of the line intechnologies. In contributing to China’s economy as well as our own we feelwe are pushing into an age of innovations that unites the world’s technologiesso our planet can strive to be and have the very best. Cutting our CO2 emissions will greatly contribute to the health of our planetso we can share the earth that we know and love with generations to come.It is so important right now to protect the integrity of our land, air, and waterreserves that our company furthers our impact in reducing waste by choosingeco-friendly waste removal and packaging all of our products in recyclablematerials.Our Mission
  • 4. Plan Overview Our present situation is that the present market wants tobe eco-friendly Off The Grid is on the right track with our strengths andopportunities and we are taking steps to address threatsand weaknesses Major objectives are penetrating the market, providingfast and reliable customer service, reducing waste, andoffering the lowest prices in rental The product is in the growth stage of the products lifecycle, early majority has yet to be addressed Segments holding early majorities are single familyhomeowners and small businesses Marketing mix strategy focuses on benefitting a win-winbetween our company and target marketsPlan Overview
  • 5. The environment the product will be marketed in is showingsigns of an eco-trend, the economy is in a bad state andpeople cannot afford to purchase solar unitsStrengthsWe care about our customers andrespond accordinglyApproach to marketing and distribution iscreative and innovativeWeaknessesLack of intelligence in technologyLack of capitalOpportunitiesHave no direct competitionFriendly pricing and distribution methodsaccording to the economic stateGreen trends motivate customers to rentThreatsIndirect competition is very wellestablishedCopycats with more capital may enter themarketSWOTSituation and SWOTAnalysis
  • 6. Competitive AdvantageThe firm’s competitive advantage is that our methodof distribution is different;offering solar modules to families and businesses thatcannot afford them by renting them to our customersas opposed to selling them for ownershipSituation and SWOT AnalysisDarling, Solar Module
  • 7. Objectives Gain 10% market share in the overall market for photovoltaicmodule units in Minnesota within the first year Recycle 95% of waste produced within the company by thefirst years end; first quarter end recycle at least 75% of ourwaste Handle 100% of customer inquiries in 24 hours or less by firstyears end; first quarter end customer’s calls will be handled in24 hours or less 85% of the time or better Install systems more efficiently by pushing the installation timedown to 2 days by first years end; first quarter end have aninstallation time frame of 3 days or less All field managers trained and accredited by the IREC by firstyears endMarketing Objectives
  • 8. Market SegmentsSegment AMiddle class income familiesin single family homes Price shoppers Can’t afford ownership in units Most have children Are between the ages of 27-45 Dual-career households ifmarried Would most likely be earlymajority High school educated withsome college Mid-level white collar and toplevel blue collarSegment BUpper-middle class incomefamilies in single family homes Prefer designer goods Typically have onebreadwinner and a stay athome homemaker May be early adopters andmay already own a system College educated Upper levelmanagement, professionalsand mid-level businessownersMarket Segmentation
  • 9. Segment CWorking class income familiesin single family homes Make less than the nationalaverage Typically have smaller homes Most have children Between the ages of 24-40 Speculative as to wheremoney goes May be late adopters Usually high school educated Mid-level blue collar and lowerlevel white collar workersSegment DSmall business owners Generally do not have a lotof capital to spend Find it desirable to go green Stay up on business trends May be part of the earlymajorityMarket Segmentation
  • 10.  Will appreciateour costadvantage Have thepurchasing powerto rent our units Will appreciate alow fixed utilityprice One to onemarketing willallow for customunits to fit needsand sight locationsTarget Market AMiddle class income familieswho own single family homesmake the most sense for ourtarget market at the giventime.Target Market StrategyResidential photovoltaic installationin Plymouth, Wisconsin
  • 11.  Businesses that gogreen get mediaattention Going green isconsidered trendyamong thecommercialcommunity Have thepurchasing powerto rent our units Have specialneeds and mustbe treated on anindividual basesTarget Market BBusiness trends confirm gettinginvolved with small businesses isof great importance at thistime.Target Market StrategySolar thermal installation atthe Allison Inn, Oregon
  • 12. Marketing Mix Strategy :ProductTangibles State of the art solarenergy system Access to informationon mobile devices thatoffers customers theirreduction ofCO2, batterylevels, input/outputfunctions, and rentalpayment Shipped in recyclableprotective packagingIntangibles Installation Customer Orientation Service representativeavailable 24 hours aday Free maintenanceservicesMarketing Mix Strategy :Product
  • 13. Product Life Cycle Photovoltaic panels were introduced inthe 1950’s Because photovoltaic were not costeffective they fell into decline for a 50year slump The turn of the millennium sparkedextensive research projects that turnedout to lower the cost of manufacturingphotovoltaic 2001-2005 reintroduced photovoltaic 2006-to date has shown a significantgrowth stage as figure 1 illustrates(Interstate Renewable EnergyCouncil, 2011). Maturity will be extensive and long lasting Modules should not fall into decline againfor a very long timeMarketing Mix Strategy:ProductFigure 1: Cumulative U.S. Grid-tiedPhotovoltaic Installations (2001-2010)
  • 14. Distribution Units will be manufactured bySuntech Power Holdings Units will be shipped via groundtravel through an outsourcedtrucking company Units will be shipped to anoutsourced warehousingspecialist company After order units are then shippedto the customer site Sales associates quote andconsult at prospects homes After installation trainedrepresentatives orientatecustomers to the new system During normal business hoursall customers calls are handledby our in house customerservice reps. 24 hour customer servicerepresentatives are a serviceoutsourced to our companyfor all other inquiriesMarketing Mix Strategy:DistributionHighResolutionDrivers, Industry, Men…
  • 15.  Mailers Door to doorbrochures inspecified locations Star TribuneBusiness sectionadvertisement Company website Social mediaincludingFacebook andTwitterPromotionAdvertising and MediaMarketing Mix Strategy:Promotion
  • 16.  Becomeaccredited byand join the IREC(InterstateRenewable EnergyCouncil) Release financialreports to the StarTribune Supply energy tothe Taste ofMinnesota withfree standingsystemsPromotionPublic RelationsMarketing Mix Strategy:Promotion
  • 17.  Federal energytax credit willsave customers30% whenapplied to theirfederal returns Free consultationand monthlyquote First month freefor the rental of aunitPromotionSales PromotionsMarketing Mix Strategy:Promotion
  • 18.  Individual faceto face selling In homeconsultations byappointment Units are soldbased on theneeds andrequirements ofeachcustomer, eachunit iscustomizedPromotionPersonal SellingMarketing Mix Strategy:Promotion
  • 19. PriceWe would like to be able to offer our customers a pricethat would reflect a payment of $0.75/Kwh at fullcapacity use. However the determinants of the overallpricing will be varied by the style of the system chosenand the quantity of modules needed.Market Mix Strategy:Price
  • 20. Implementation and Timeline Month One Get involved with outsourcing and fill out proper contracts for outsourcingwith Suntech Power Holdings, Transportation Company, customer serviceagency, and warehousing specialists Send new field managers to training with the IREC to start the accreditationprocess Build our company website and design mailers, brochures, andadvertisements. Hire a competent sales force, customer service representatives, and field staffwho will double as our electricians. Find a recycling company to haul waste products. Month Two Order all components and have them shipped to our warehousing specialists. Take out advertising in the Star Tribune, contract a mailer group, and pickspecified locations to go door to door delivering brochures. Talk to Taste of Minnesota Representatives and fill out the application to takepart in the sponsorship of solar energy to the event. Set up social networking accounts. Month Three We will need to measure objectives and make adjustments as needed. Continuing to deliver brochures and advertising through the mail and in thenewspaper.Implementation andTimeline
  • 21. Implementation and Timeline Month Six Measure our objectives and monitor social media to see how weare fending in the market Collect as much data as possible about our customers and ourmarket figures. Month Nine Measure objectives against the past nine months to make any lastneeded adjustments before the years end. Look to see how our Target market is responding to advertisementsand check our share in the market Monitor social media comments and take action accordingly. Write an article of primary marketing information collected thus farof our businesses marketing activities for the first year. Month Twelve Measure all data and compare to objectives. Follow-up on data by surveying employees on plans failing (ifapplicable). Compile final market share figures and finish writing article andreport to submit to the Star Tribune.Implementation andTimeline
  • 22. ReferencesChart and PicturesDarling, D. (n.d.) Solar Module[Photograph]. Retrieved fromhttp://www.daviddarling.info/images/solar_module_2.jpgDrivers, Industry, Men… (n.d.). Microsoft Clip Art [Clip Art].Figure 1: Cumulative U.S. Grid-tied Photovoltaic Installations (2001-2010) .(2010). Interstate RenewableEnergy Council [Chart]. In 2011 Updates and Trends(p. 18). Retrieved from http://irecusa.orgHighResolution(n.d.). Microsoft Clip Art [Clip Art].Photovoltaic installation on Molokai General Hospital, Hawaii. (n.d.). Solar Power Partners [Photograph].Retrieved from http://irecusa.org/wp-content/uploads/2011/06/IREC-Solar-Market-Trends-Report-June-2011-web.pdfResidential photovoltaic installation in Plymouth, Wisconsin. (n.d.). H&H Solar [Photograph]. Retrieved fromhttp://irecusa.org/wp-content/uploads/2011/06/IREC-Solar-Market-Trends-Report-June-2011-web.pdfSolar thermal installation at the Allison Inn, Oregon. (n.d.). Energy Trust of Oregon [Photograph]. Retrievedfrom http://irecusa.org/wp-content/uploads/2011/06/IREC-Solar-Market-Trends-Report-June-2011-web.pdf