Upload
others
View
6
Download
0
Embed Size (px)
Citation preview
Top Brand PV / Top PV Supplier Seal
Independent brand management appraisals of manufacturers and wholesalers based on the Global PV Installer Monitor Data base and methodology Speaker: Leo Ganz 16 February 2017 European PV & Energy Storage Market Briefing
2
Contents
A. The EuPD Research “Top Brand PV“ and “Top PV Supplier“ Seal
B. Data Source: PV InstallerMonitor
C. Top Brand PV / Top PV Supplier Seal: Methodology and Scoring
3
Top Brand PV Seal / Top PV Supplier
4
“Top Brand PV“ and “Top PV Supplier“ Seal: Categories
Top Brand PV Top PV Supplier
Available for countries included in the installer survey PV InstallerMonitor
Optional, when qualified for several countries of a region
5
“Top Brand PV“ and “Top PV Supplier“ Seal: Timeline
2011 2012 2013 2014 2015 2016 2017
GER FR
GER
IT
FR
GER
IT UK
FR
GER
IT UK
BX
FR
GER
IT UK
BX
NL
AUS AT
CHE GER
IT
UK US
NL
AUS AT
CHE
GER
IT
UK
FR
6
Data source: PV InstallerMonitor
7
Global PV InstallerMonitor 2016/2017 | Number of surveyed installers
Germany n = 200
UK n = 200
France n = 100
Italy n = 76
Netherlands n = 101
Australia
n = 100
n = number of installers surveyed
8
Global PV InstallerMonitor 2016/2017 | Research Process & Methods
Methodology
empirical survey
quantitative telephone questionnaire (CATI)
secondary research
Target Group and Sample
target group: pure solar installers, HVAC installation companies, electricians or roofers.
sample: residential segment might be overrepresented in the sample
3. Analysis and Evaluation 4. Presentation
CATI-survey in target countries
Field Phase: October 2016 – January 2017
Quality check
Evaluation of data according to specific segments
Interpretation of the results
Publishing Date: December 2016 / January 2017
2. Data Collection
Data management
Questionnaire preparation
1. Preparation
9
Global PV InstallerMonitor 2016/2017 | Content
Executive Summary Installer Remarks General Introduction
A. Sample Description
B. Procurement Management
C. Market Penetration
D. Brand Management
E. Satisfaction Analysis
F. Storage Solutions
10
Top Brand PV / Top PV Supplier Seal: Methodology and Scoring
11
Top Brand PV / Top PV Supplier Seal: Methodology
Weighting Scoring
Analysis of data from the
Global PV Installer- Monitor®
Weighting of the data
analyzed… … according to installers’
amount of installed PV capacity
The weighted data is put
into a scoring model.
Three topic groups are sorted:
1. Installer‘s and end customer‘s choice
2. Unaided brand recognition
3. Distribution
The weighting of factors
consists of two stages:
1. Weighting of questions within the different groups.
2. Final weighting of the different groups.
Calculation of an index and ranking of the
companies.
Companies achieving a certain benchmark level qualify for the seal.
The top module, inverter and storage manufacturers qualify for the “Top Brand PV” Seal.
The top wholesalers qualify for the “Top PV Supplier“ Seal.
Data Analysis
12
Top Brand PV: Scoring
Several aspects of the survey are put together to form groups, which are weighted differently and combined to form the total score for the „Top Brand PV“ Seal.
Result
Weighting
Factoring Groups
Company Score
Unaided brand recognition (installers)
Installer‘s and end customer‘s choice
40%
Distribution
Source
30% 30%
Global PV InstallerMonitor®
Global PV InstallerMonitor®
Global PV InstallerMonitor®
13
Top PV Supplier Seal: Scoring
Result
Weighting
Factoring Groups
Company Score
Source Global PV InstallerMonitor®
Global PV InstallerMonitor®
Global PV InstallerMonitor®
Customer‘s choice Distribution of
modules Distribution of
inverters
50% 25% 25%
Factoring groups and weighting for the “Top PV Supplier” ranking are slightly different.
14
22%
20%
16%
13%
13%
13%
13%
13%
12%
11%
8%
8%
0% 10% 20% 30%
SolarWorld
Aleo Solar
IBC Solar
AUO (BenQ)
CSUN
ET Solar
LG Electronics
SunPower
Hanwha Q CELLS
Yingli
Axitec
Conergy
mentioned 1st mentioned 2nd mentioned 3rd mentioned 4th mentioned 5th mentioned 6th mentioned 7th
8%
8%
8%
8%
7%
7%
7%
5%
5%
5%
5%
0% 10% 20% 30%
Panasonic(Sanyo)
Sharp
Toshiba
Bisol
Jinko Solar
Samsung
Amerisolar
EGing
JA Solar
Lerri Solar
Trina Solar
n=76
Unaided brand awareness | Modules | Italy 2016
• Which brands are named (first) by installers for unaided brand awareness?
Source: EuPD Research 2017
Sample Slide: Unaided brand awareness modules – Italy 2016
15
SMASolarEdge
Mastervolt
SunPower
Delta
Schneider Electric
Solis
ABB (Power One/Aurora)
Enphase
Fronius
Growatt
Omnik
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
0% 5% 10% 15% 20% 25% 30% 35% 40% 45%
Shar
e o
f b
ran
d in
inst
alle
rs' p
ort
folio
(m
ean
= 5
5%)
Share of installers carrying the brand in portfolio (mean = 12.2%)
n=200Size of the circle represents the weighted distribution range
Distribution Range | Inverters | UK
• Width, depth and distribution range of brands in installer portfolios is taken into account.
Source: EuPD Research 2017
Sample Slide: Brand positioning inverters – UK 2016
16
• The Net Promoter Score is also included in the seal scoring.
Sample Slide: Recommendation – Germany 2016
90%
80%
75%
71%
75%
67%
69%
20%
25%
29%
17%
33%
27%
10%
8%
4%
0% 20% 40% 60% 80% 100%
Memodo (n=10)
SEN (n=5)
Granzow (n=8)
Wagner and Co. (n=7)
EWS (n=12)
IBC Solar (n=30)
Sonepar (n=26)
Promoters (10-9) Passivists (8-7) Detractors (6-0)
NPSNPS | Brand recommendation | Wholesalers I/II | Germany
65.4
71.4
75.0
80.0
80.0
66.7
66.7
*
*The number of mentions needs to be taken into consideration.
Source: EuPD Research 2017
17
1.64
0.51
1.52
2.53
3.54
4.5
1.58
0.51
1.52
2.53
3.54
4.5
1.75
0.51
1.52
2.53
3.54
4.5
Co
nsu
ltat
ion
Flex
ible
pay
men
tm
eth
od
s
Gu
aran
tee
and
go
od
will
Cla
ims
man
agem
ent
Ad
dit
ion
al s
ervi
ce+
mar
keti
ng
mat
eria
ls
Rel
iab
ility
(del
iver
y d
ates
)
Web
sho
p
Ava
ilab
ility
of
PV-
kits O
vera
llsa
tisf
acti
on
Importance & Satisfaction | Wholesale | Germany | Top mentioned 1 to 3
BayWa r.e. (n = 39)
IBC Solar (n = 26)
Krannich Solar (n = 20)
Source: EuPD Research 2015
• How important are the following aspects when choosing a brand?
• How satisfied are you with the following aspects?
Satisfaction
Importance
Source: EuPD Research 2017
Sample Slide: Recommendation – Germany 2016
18
Company Profile
Weighting and Benchmark
Company scoring model
19
Thank you for your attention!
EuPD Research Adenauerallee 134 53113 Bonn Phone +49(0)228-971 43-0 Fax +49(0)228-971 43-11 [email protected] www.eupd-research.com
Leo Ganz Partner Phone +49(0)160-1551 339 [email protected]