Upload
aliasgar-banatwala
View
217
Download
0
Embed Size (px)
Citation preview
8/8/2019 Solar Paint Final
http://slidepdf.com/reader/full/solar-paint-final 1/7
Lala Lajpatrai
College
F.Y.B.M.S. – B
Group No. – 7
Subject – Marketing Management
Project on Launch of Solar Paint
Submitted to – Prof. Vaidehi
Date – 12.10.10
8/8/2019 Solar Paint Final
http://slidepdf.com/reader/full/solar-paint-final 2/7
Group Members
Name Roll No.
Abdul Kadir Kudia 9100162
Nitin Luthra 9100165
Khadija Munshi 9100178
Kishor Purohit 9100188
Rishabh Rathod 9100193
Nitesh Shah 9100207
Abid Supariwala 9100214
8/8/2019 Solar Paint Final
http://slidepdf.com/reader/full/solar-paint-final 3/7
Company’s Objective
1) The increasing demand for energy coupled with the rapidly
increasing world population means that it is vital that we expand our
global renewable energy resources.
2) Our vision is to develop the new technology needed to provide low
cost solar energy at the disposal of every household and every
business in the world.
Product intro
Brand name - Thermalox
1) Solar Paint is an environmentally friendly solar cell technology that
will allow every household in India to generate their own electricity,
affordably and sustainably.
2) The solar paint is completely organic solar cell based paint
3) The organic solar cells are coated from water onto recyclable plastic
sheets such as PET and thus are completely environmentally friendly.
4) The organic solar cell paint is made up of a layer of dye and a layer
of electrolytes and can be applied as a liquid paste. Altogether, the
sheets of steel get four coats of solar paint — an undercoat, a layer of dye-sensitized solar cells, a layer of electrolyte or titanium dioxide as
white paint pigment and, finally, a protective film.
5) The paste is applied to steel sheets when they are passed through
the rollers during the manufacturing process. The four layers of the
solar cell system are built up one after the other in rapid succession.
6) Our product has the potential to satisfy the appetite for power and
our end our reliance of dirty and non-renewable teleology’s that are
used to generate electricity now a days
Technology
The product involves the development of a completely printable
organic solar cell based on semiconducting polymer nanoparticles
8/8/2019 Solar Paint Final
http://slidepdf.com/reader/full/solar-paint-final 4/7
dispersed in water. Essentially these tiny particles in suspension are a
water-based paint, which can be printed or coated over large areas. In
the first instance these coatings will be put onto plastic sheets that can
be placed on the roof of a house. However, in the longer term it will be
possible to directly paint a roof or building surface.
Advantages
1) The key advantage of these organic solar cells is that they can be
printed at high speeds across large areas using roll-to-roll processing
techniques thus creating the tantalising vision of coating every roof
and other suitable building surface with photovoltaic materials at
extremely low cost.
2) Ultimately, this solar paint will mean that every household in India
will be able to generate its own electricity from a sustainable and
renewable resource, using a paint coating on their own roof.
3) Its efficient, it is clean, it’s absolutely no emissions, it is green as
well as above all, it’s provides electricity for free.
Target Market Segmentation
• Size of the segment
India’s energy demand is increasing with the robust growth ineconomy. A steady forecasted growth for manufacturing sector wouldneed more power generation in future. Govt of India has put specialemphasis on the usage of clean energy by declaring incentives onrenewable energy (wind, solar) which will play a great role in India’senergy map. Carbon emission reduction in terms of carbon credit willattract lots of investment in the renewable energy especially solar andwind energy.
The Government is striving hard to push the solar power industry to
make India a global leader by introducing grid based incentives andconcessions in various duties in the recent budget (2010-11) • India is endowed with rich solar energy resource (300 sunny days /year) i.e. Over 5,000 trillion kilowatts of solar energy in a year.• The average intensity of solar radiation received on India is 200MW/km square (megawatt per kilometer square).
8/8/2019 Solar Paint Final
http://slidepdf.com/reader/full/solar-paint-final 5/7
• Growth rate of the segment
Growth rate target is of 20GW of Solar Power by 2022. Thecurrent installed capacity is only 9500 MW; giving vastopportunity for exploitation of renewable energy sources
• Competition in the segmento Solar Tileso Solar panelso Wind powero Tidal power
• Expected profit margins in the segment
Marketing Mix
4p’s
Product
1) Solar Paint is an environmentally friendly solar cell technology that
will allow every household in India to generate their own electricity,
affordably and sustainably.
2) The solar paint is completely organic solar cell based paint
3) The organic solar cells are coated from water onto recyclable plastic
sheets such as PET and thus are completely environmentally friendly.
Price
Rs 400 per litre (inclusive of production, packaging, distribution and
manpower cost)
For Industrial use - 30 litres Canisters can
MRP – Rs 13500 (12% profit margin)
For consumers - 5 litres Lever Lid can
Cost to distributor - Rs 2240 (12% profit margin)
8/8/2019 Solar Paint Final
http://slidepdf.com/reader/full/solar-paint-final 6/7
MRP - Rs 2600 (12% profit margin)
Place
The product would be 1st launched for industrial use in the following
B2B model
Manufacturer – Consumer
Later after awareness in future the product will be available to
consumer in the following B2C model
Manufacturer – Distributor - Retailer – Consumer
Promotion
As the technology is new and the product is unique. It will require a lotof education and awareness among consumers. Detailed marketingstrategy will be shared in the coming pages
Marketing Strategy
Target Audience
Primary Target audience - Builders, Architects, Corporate who feel
responsible to bring about a greener India
Secondary target audience – Consumers (below are the demographicdetails)
Income - Sec A (high net worth individuals)
Education - Graduates/Post graduates
8/8/2019 Solar Paint Final
http://slidepdf.com/reader/full/solar-paint-final 7/7
Geographic Region(s) - Urban
Attributes - Environmental conscious
Strategy
A pull strategy will be followed by the manufacturer promoting theirproduct amongst the target market to create demand. Consumers pullthe product through the distribution channel forcing the wholesalerand retailer to stock it.
To create demand
- Participate in trade fairs / exhibitions
-Direct marketing to top builders, architects
- PR coverage in magazines such as Construction World, RealEstate Times ,Reality Plus magazine, etc & TV channels – CNNIBN, Times Now, NDTV, etc
- Tie-up with TV channels such as Discovery