Marketing strategy

Marketing Strategy of ‘SunStock’ : 

Marketing Strategy of ‘SunStock’ Presented by: Asia Sherazi Imran Bukhari M.Afzal Rao Fahad Soubia Hassan A product of ‘Green Technologies Ltd’ Presented to: Sir Nooman Mahmud

SunStockIf plants can do it… why cant we.. : 

SunStockIf plants can do it… why cant we..

Executive Summary : 

Executive Summary “SunStock” solar panel : a solution for energy conservation. The idea of free sunlight with the sun rays giving 1000 watts of energy /Square meter. A promising market for energy alternatives with the dwindling condition of Pakistani energy sector Target market: Businesses and households of upper middle & upper class. (High Income)

The Business Idea : 

The Business Idea

Mission : 

Mission “To make a positive difference in the quality of customers’ life by providing a high quality, durable, safe, & technologically advanced integrated energy solution and also create awareness of the importance and need for energy conservation.”

The Product : 

The Product

SWOT Analysis : 

SWOT Analysis

Pre-launch Survey : 

Pre-launch Survey

Market Analysis : 

Market Analysis

Does the market really have the potential? : 

Does the market really have the potential? This is the market potential, which we need to bridge..

Challenges for the Solar Sector Market : 

Challenges for the Solar Sector Market

Energy Sector PEST Analysis : 

Energy Sector PEST Analysis

Climatic Condition: The Edge : 

Climatic Condition: The Edge Pakistan experiences avg. 300 sunny days per year. Average daily sunlight is available for 7-8 hours. Pakistan receives an average of about 19 mega joules per square meter of solar energy.

Our Target Market : 

Our Target Market SunStock will serve the presently unmet needs of 24 hours supply of electricity. It will also cater to those areas esp. villages, where presently there is no proper electricity supply.

Estimated Market Size : 

Estimated Market Size Upper Middle/ Upper class consisting of 4.7 million people. High income group having 60-65 percent of the fortune. Access &Use of internet , magazines ,T.V., Newspapers. Well educated class so can be more easily persuaded to the idea of energy conservation & clean energy.

Competitor Assessment : 

Competitor Assessment

Energy Sector Overview : 

Energy Sector Overview SunStock

Energy Sector Overview : 

Energy Sector Overview

Porter Fives Forces : 

Porter Fives Forces Go Ahead Go Ahead STOP !! STOP !! Manufacturer: Go Ahead Retailers: STOP !!

Competition in this Sector : 

Competition in this Sector Manufacturer Distributorship Alternative Energy Sources, such as UPS & Generator

Major Companies in Competition : 

Major Companies in Competition

Contd… : 

Contd…

Critical Success Factor : 

Critical Success Factor Green Technologies, being at par with the Akhtar Solar Limited, is the manufacturer of prime solar energy equipments. The critical success factor on which Green Technologies Ltd can gain competitive advantage over Akhtar solar is the incorporation of most advanced solar cells imported from Germany. (Superior Technology) This top quality raw material results in a top quality product.

Marketing Strategy : 

Marketing Strategy

Specific Marketing Objectives : 

Specific Marketing Objectives

Another Marketing Goal.. : 

Another Marketing Goal..

Target Market Strategy : 

Target Market Strategy Households Government Businesses etc NGO etc Akhtar Solar Green Technologies Targeting the “Upper Middle/High Income Segment”

Target Market Strategy : 

Target Market Strategy Households Government Businesses etc NGO etc Akhtar Solar Green Technologies Niche Penetration Strategy Niche Penetration Strategy Targeting the “Upper Middle/High Income Segment”

As a follower… : 

As a follower… Our main strategy includes the following specific points: We would enter as a large scale manufacturer than Akhtar Solar Ltd, which will not only help us capture considerable sales volume but will also assist us in our policy shift during the growth stage. 2. On the account of superior imported raw material and latest innovative technology, we will able to leapfrog the Akhtar Solar Ltd, by providing high-quality, well-designed product from the beginning, and highly specialized customer services.

Marketing 4P’s : 

Marketing 4P’s

Product Strategy : 

Product Strategy Porter’s Differentiation Strategy

Product Positioning Strategy : 

Product Positioning Strategy As it’s Broad Positioning Strategy , SunStock follows the ‘Product Differentiation’ based on quality, which can be interpreted here as ‘efficiency’ and ‘control voltage fluctuations’. In terms of Specific Positioning Strategy, SunStock is liable to enter the Niche market on the behalf of its two specific benefits, namely, Durability (long-life) and Safety (personal and equipment safety). Suggested positioning tagline is ‘SunStock – The ultimate solution’

Pricing Strategy : 

Pricing Strategy Initially, Price Skimming Strategy will be adopted because: Cost of production is High. Targeting relatively price inelastic segment. Goes well with the overall marketing plan as a premium product. Later in the growth stage, price penetration strategy could be used after achieving operational efficiencies.

Pricing : 

Pricing The price of Solar energy solution is considerably high as compared to other sources.

Placement Strategy : 

Placement Strategy Distribution would be through: Exclusive Retail Outlets/Franchises Reasons: Technical product, lot of consultancy required. Reinforces product’s premium image. Flexible for adjustments later on, if required. Can be easily strengthened by the ‘specialized team’ available at those outlets to provide guidance to customers.

Promotion Strategy : 

Promotion Strategy Promotion Objectives: To educate people about the need to use renewable energy esp. solar. To increase the trial and hence adoption of our product SunStock. To penetrate and increase market shares in solar energy sector and override competitors.

Promotion Strategy : 

Promotion Strategy Two suggested taglines for media campaigns are (regarding awareness): “If plants can do it, why can’t we” OR “Because Sun is for all.”

Promotional Activities : 

Promotional Activities

Conclusion : 

Conclusion Our proposed marketing plan is the most effective way to achieve our defined objectives of attaining higher market share in the solar energy sub-sector. The bottom line of the whole campaign is to effectively implement the strategy in the true spirit. Integrated Marketing Communications needs to be established, so that all channels are in agreement about what they are saying and how they are saying it.

Slide 40: 

Thank you !