SOLAR ENERGY

PRODUCTS IN
PAKISTAN

ABDUL SABOOR ZAMAN

MAJID KHAN AFRIDI
CONVENTIONA
L ENERGY
SYSTEMS

HYDEL SOURCES
Power being generated through Dams, water flow energizes the
attached turbines which are coupled with electricity generators,
which convert Mechanical Energy of water into Electrical Energy

THERMAL ENERGY SOURCES

Power being produced through Coal, Oil & Gas Fired Engines,
these are also coupled with electricity generators, which
convert Mechanical Energy of Engines into Electrical Energy

NUCLEAR ENERGY SOURCES

Power being generated through Controlled Nuclear
Fuel Reactions in hi-tech & sophisticated Nuclear
Power Reactors
 PAKISTAN’S EL ECTRICITY
PRODUCTION CAPACITY
DISTRIBUTION

PERCENT
S. No. POWER PRODUCTION SOURCE
CONTRIBUTION

Nuclear Sources Hydel

Hydel (Water Reservoirs Monitored by 2%
1 32.06 % 32%
WAPDA)
Thermal-IPP’s
33%

2 Thermal-WAPDA 24.29 %

3 Thermal-KESC 8.71 %
Thermal-KESC
9% Thermal-WAPDA
24%
Thermal-IPP’s (Independent Power
4 32.64 %
Producers)

The Production Capacity Totals to

5 Nuclear Sources 2.29 %
about 20000 MW
PROBLEMS WITH
HYDEL POWER
SOURCES

UNFORTUNATELY WE
OVER
Political Conflicts PlayRELY ON HYDEL
Major Role in DamWATER RESOURCES
Construction Delay

Shortages in Peak
Demand Seasons

Environmental Agencies
Prohibit Large Dams
Building & Small Dams are
Incapable of Meeting the
Required Energy Demand

No New Plans of
Development Currently
& In Near Future

Pakistan Gets 32 % of
Its Electricity Through
Large Dams Majorly
Tarbela & Mangla An Average Sized Dam
Needs Only a
Feasibility Study Period
of 3-5 Years
PROBLEMS WITH
THERMAL
POWER SOURCES

A Continuous Fuel
Recharge Costing
Power Distribution
Millions of Dollars a
Losses & Thefts Account
for 40 % in Pakistan Day
while Commoners are
Most Affected

No Capital Available to
Buy Fuel at Fluctuating
Prices

Government is bound to Rely

upon IPPs (Independent
Power Producers) which
Constitute 42 % of Total
Power Delivered

Thermal Power
Contributes almost
66% of Pakistan’s
Power Plant Effluents Power Supply
Contribute 33 % of
Green House Gas
Emissions, thus
Degrading Environment
PROBLEMS WITH
NUCLEAR POWER
RESOURCES

Although Cheap in
Operation, But
Developed to
Contribute only 2.3 %
No Development Plans
So Far
in Near Future

Recurring Enriched
Fuel Recharge Costs

Hazardously Affects the

Environment,
Employees & Life-Cycle

International Laws &

Legislations Limit the
Usage and Further R&D
High Capital Cost with
Sophisticated R&D on
Self-Reliance
 DEMAND OF
ENERGY IN
PAKISTAN

PERCENT
S. No. SECTOR
USAGE

Commercial Sector Street Lights

1 Household 44.8 % 1%
6%
Government Sector
7% Household
Agriculture 45%
2 Industrial 29.4 %
12%

3 Agriculture 12.2 %
Industrial
29%

4 Government Sector 7.2 %

5 Commercial Sector 5.9 % The Annual Demand Totals to

about 19400 MW
6 Street Lights 0.6 %
 NATURE’S
BEST POWER
HOUSE

 Mass 1.9891×1030 kg
(332,900 times the Earth)

 Diameter 1.392×106 km
(109 times the Earth)

 Surface Temperature5,800 K

 Core Temperature 1.56 × 107 K

 Energy Output 3.86 × 1011 MW/s

 Power Level at Earth 1.4 kW/m2

Each Second
7 ×108 tons of Hydrogen  6.95 × 108 tons of Helium
Nuclear Reactions

Energy Produced
4.26 million metric tons every second
100 Billion Hydrogen Bombs

Earth Receives
Only 2 Billionth of it – 200,000 times than World’s
Generating Capacity
 TO EXPLOIT
THIS ABUNDANT
RESOURCE

 We need to incorporate some Devices.

 What are the Equipments?

 How do these Devices Work?

 Can Solar Energy be a Good Solution to

our Energy Problems?
 SOLAR ENERGY
SYSTEMS vs.
CONVENTIONAL
ENERGY SYSTEMS

●
Reliability ●
Costly
●
One Time Cost ●
Higher Capital Costs
●
Psychic Cost ●
Long Term Costs
●
Owned Source
●
Abundance/Renewal of Energy
●
Imported Parts
●
Efficient Use
●
Slower Market Growth
●
Clean Energy Source
●
Recurring Cost of Batteries
●
Customization ●
Lack of Awareness

STRENGTHS WEAKNESSES

●
Continuous Rise in Demand for energy
●
Raise in Prices in other sources
●
Technological Awareness
●
New Source
●
Nuclear Family Trends
●
Banking Habit
●
Climatic Conditions

OPPORTUNITIES

●
Other Source of Energy-Nuclear
●
Risk averseness of Customers
●
New Technology
●
Competition is Minimal
●
Government Regulations that Keep People
Away from Owned Sources

THREATS
•Reliability
•One Time Cost
•Psychic Cost Reduced to Zero
•Owned Source
•Abundance/Renewal of Energy
•Efficient Use
•Clean Energy Source
•Customization

STRENGTHS
•Costly
•Higher Capital Costs
•Long Term Costs
•Imported Parts
•Slower Market Growth
•Recurring Cost of Batteries
•Lack of Awareness

WEAKNESSES
•Continuous Rise in Demand for
Energy
•Raise in Prices in other sources
•Technological Awareness
•New Source
•Nuclear Family Trends
•Banking Habit
•Climatic Conditions

OPPORTUNITIES
•Other Source of Energy-Nuclear
•Risk Averseness of Customers
•New Technology
•Competition is Minimal
•Government Regulations that Keep
People Away from Owned Sources

THREATS
 CREATING
VALUE FOR THE
CUSTOMER

TOTAL
Image Value
●

CUSTOM Personnel Value

●

ER Products Value
●

VALUE
Services Value
●

Monetary Cost
●

TOTAL Time Cost

●

CUSTOM
ER COST Energy Cost
●

Psychic Cost
●

CUSTOMER DELIVERED VALUE

CONSUMER BUYING
BEHAVIOR FOR
SOLAR ENERGY
PRODUCTS

Complex Buying Variety Seeking

Behavior Buying Behavior

Dissonance-
Habitual Buying
reducing Buying
Behavior
Behavior
 BUYING
DECISION
PROCESS

Evalu ation of Al tern atives

Information
Purchase
Eval uateDecision
Search
di ff erent al ternati ves either by
Need Recognition
When
usef customers
consumers
ul calc ul ations orsearch
actually
by eas e for
of buy the
When consumers realize the need
information
product
avai labi lity regarding brands
Demand
Right Capaci &ty,Supply
Cos Gap, Load-
t of System, Suitabil ity
Quotations
What Brand Inquiry,
contains Internet
the Required
ofShedding, Self-Reliance
M ounting, Complete etc.Dual
Shif t or
Sources
Attributes
Operationetc .
Search
fit to etc.
Purchase

Post
Purcha
se
Behavi
or
Ne
ga
tiv
e
or
po
siti
ve
op
ini
on
s
Re
-
pu
rc
ha
se
de
cis
io
ns
Cu
sto
m
er
Se
rvi
ce,
Ad
vis
e
to
pe
er
s,
Pe
rs
on
al
Sa
tis
fac
tio
n
etc
.
 SUCCESSIVE SETS
INVOLVED IN
CONSUMER DECISION
MAKING

Decision

?
Choice Set
Customer applies
more filters
Consideration Set according to the
Customer priorities sought
Evaluates the by him/herself
alternative
Awareness Set sources and
Customer filters according
Gathers to his/her
information demand &
about the priorities
Total Set
Customer
features &
Searches attributes of
Various different
Alternatives
available
available in
his/her area brands
 STRATEGIC
MARKETING

Village
Building
Institution
MARKE Constructo
Electrificat
T al Market
SEGMEN rs
ion
TATION

Instit
Geographi
c TARGET MARKET
Urb
utiona an
l Rur
al

Demo-
graphic
House Econo
mic
hold Age-
Group

Psycho
-
graphi
c
MARKETI
NG MIX

 Products’ Range
0.5 kilowatt-hr~200 megawatt-hr Systems
P
R  Totally Customized-Can be used for
Household, Commercial Units and small to
O large Manufacturing Plants Electrification
D
U  Solar Panel Lifetime
25 Years
C
T  Battery Lifetime
5~20 Years (depends upon quality)
MARKETI
NG MIX

Solar Panels for Power Generation Solar Powered Water Heater

P
Solar Systems For Complete

R
Solar Powered Traffic Signals
Electrification

O Solar Powered Lawn/Porch

Lightings
Solar Powered Street Lightings

D
U
C
T
MARKETI
NG MIX

Gasoline Fuel Generator

 The debate on the costs is complex and
ongoing.
 This depends to the variability of the
following key factors to be considered:
P  size and location of the system to be installed
 amount of sunlight (which will vary from day
Solar Power System

R to day, hour by hour)

 cost of conventional alternative fuel sources,

I which will define the savings made

 amount of energy used and the amount fed
into the grid (in the case of solar electricity)
C  price paid for electricity sold to the National
Grid.
E  For a rough estimate, it can be said that
Solar Energy System pays back the
comparative investment in 15-20 years
MARKETI
NG MIX

 Brand Advertisements  A Number of Suppliers

are So Far Negligible are Currently offering
P P the Product in Pakistan
 Needs to be Promoted
R through Techie Mags, L  Simple Supply Chain
O Engineering A Process Applies
M Seminars/Exhibitions, C  Customer Orders the
O Techie TV Shows.
E Product
T  Direct Marketing might
M Order is Forwarded to
I be the best Channel to Manufacturer
Introduce & Initiate the E
O N Manufacturer Ships
Sales of Product the Product
N T
S
 TV Ads may also be  Product is Delivered
helpful to a limited to the Customer
extent.
RECOMME
NDATIONS

Companies’ Collaboration with Banks and Financial Institutions

Promotions of Solar Energy Product

Direct Marketing to Business Organizations

Target Government Organizations

Solar Energy Institutes

Promotion of Foreign Studies

CONCLUSI
ON

EXPLOITATION OF SUPPLY & DEMAND GAP

2000~4500 MW on Average
GROWING BUSINESSES,GROWING POPULATION

DEVELOPMENTAL PHASE OF MARKET

STAY AHEAD OF COMPETITION & BECOME
THE LEADING ORGANIZATION
CHALLENGES
LOW PER CAPITA INCOME
UNAWARENESS
 THANKYOU

Marketing takes day to learn… Unfortunately it

takes a lifetime to master…
Philip Kotler, 1931 - US marketing guru