Marketing Deck for Market Strategy proposal for pursuing a new target market for Atlanta based solar energy company, Hannah Solar.

1. Umbrosia Gill |Melissa Lundquist | Chris Nasi | Lauren Owens | Emina Pelja
Market Strategy

2. Hannah Solar
● Hannah Solar is a full service solar integrator
● Atlanta, Georgia
● Founded in 2008
● Commercial Solar, Residential Solar, Q&M services, EV
Charging, Backup Generators, and The Tesla Powerwall 2
● Mission Statement: Working together to serve our clients
as a reliable and experienced resource in sustainable
energy integration
● Awards: Atlanta’s 101 Best and Brightest Companies to
Work For, 2016 Top 500 Solar Contractors, 2015 Metro
Atlanta Chamber E3 Trident Award

3. Tesla Powerwall 2
● Simple Installation
● Hannah Provides Design, Permitting, Installation, &
Financing
● 14 kWh Lithium-ion Battery Pack
● liquid thermal control system
● integrated inverter and software that dispatches
electricity
● Mounting Indoor or Outdoor
● Battery charges throughout the day from the sun
● Benefits - Backup power, affordable, durable design,
always connected, touch safe, quiet, easy install

4. Target Market
● Narrowed Our Options To Two Segments
● New Empty Nesters
○ 65+
○ Interested in Saving Money
○ Children are out of the house
● Blue Blood Estates
○ 45-64
○ High Income
○ Usually have children

5. Target Market
● We chose…. Blue Blood Estates
● Why?
○ Slightly Younger & Open to Change
○ High Saturation in Atlanta & Suburbs
○ More Discretionary Income
○ Interested in Finding Value & In Style
● Asian Subculture
○ Over 330,000 Asians in the Atlanta Market
○ High Likelihood Business Owners in the
Atlanta area are Asian Blue Blood Estates

6. Market Strategy
● How we plan on reaching our target
audience:
○ SWOT
Company
Customers
Conditions
Competitors
○ Product Related Need Sets
Manifest & Latent Need Sets
○ 4 P’s
Price, Place, Promotion and
Customer Service

7. Price
● Promotional Budget
○ $8,000
● Total cost of promotions
○ $7,536
AJC Newspaper Ad (3)
$1,112/Ad = $3,336 total
Adwords
$2,100
Google Display Network
$2,100
● Break-Even
○ 24 Units to Cover Cost

8. Price
● Potential Earnings
○ Examined Asian population in 4 Metro Atlanta Counties
Cobb, Forsyth, Fulton and Gwinnett
○ 208,295 = Asian Americans
7,144 out of this population identify as falling into the Blue Blood Estates
category.
○ Net Earnings/sale = $324
Powerwall II MSRP ($7,000) * Net earning by industry standard for
environmental products (3.43%)
○ Estimated potential earnings = $926,206
● New Potential Earnings
○ Original estimated potential earnings - Cost of promotion ($7,536)
○ New estimated earnings = $918,670

9. Place
AJC: The Buyers Edge Select
● Four Page Broadsheet
● Content: Newest Trends & Consumer Tips
● Circulation: Greater Atlanta Area
● Broad Reach: High Quality Readership
AdWords: PPC Campaign
● High Visibility on SERPs
● Recommend Connecting Google Analytics
Google Display Network: Display Advertising
● Ability to Segment Geographically
● Target based on Interests, Gender, and Income

10. Promotion
AJC: The Buyers Edge Select
● Circulation Will Reach Our Target Market
● Over 67% of Readers are married, college educated,
between the ages of 25-54, and are homeowners.
● Focusing in on Potential Clients who are currently
interested in trends, shopping, and finding value
deals.

11. Promotion
Google Adwords
● Targeting Counties: Naming Counties Served
as Part of Strategy
● Copy Appeals to Affluent Target
● Strategy – To Be There As They Move
Forward
● More Likely to Click On This Ad

12. Promotion
Google Display Network
● Targeting Demographics & Psychographics
● Achieve Frequency
● Ad Design Communicates Affluence &
Mindfulness
● Will Drive Traffic to Hannah Website to
Capture Leads

13. Customer Service
• Follow-up call 24 hours After
Installation
• On-Site Representative, if needed
• Interactive Video Kit Delivered via
Email.
• Provide Clients with Brand
Collateral

14. Summary
● The Tesla Powerwall 2 is a low maintenance product that portrays Hannah Solar as
a sophisticated energy provider.
● Since the initial investment for consumers is high, we chose Blue Blood Estates as
our target market.
● Our marketing campaign consists of 3 AJC advertisements, adwords, and Google
Display network.
● While we value the one-on-one interaction our customers, we also see the
importance of incorporating advanced technology into our customer service
practices.

15. Thank You!