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Product Launch Plan Beverly Thompson Velez, John Majewski, Dache’ Mann, Angel Elliott, Pamela Pearson MKT/571 Marketing November 08, 2011 JohnnyK
By the very public act of installing high quality solar panels on one’s roof. and have a capacity factor of about fifteen percent. 2009). Solar panels are made of many individual components known as PV cells. Solar-generated electricity is becoming more cost competitive with coal-generated electricity. 2011). Ghomeshi. The definition of status implies a hierarchy of rewards. Once installed. Black and White Consulting will be the company to make it a reality! Product Description Many people in society make decisions based on what others will think of him or and what type of status symbol he or she will portray. Black & White consulting is selling more than just a green energy product. groups of 10 modules are called arrays.BLACK & WHITE CONSULTING 2 Solar Solutions Product Launch There have been increasing concerns about energy consumption and its effect on the environment (Nikpour. our customers will be establishing themselves as environmentalists of the highest order with the credentials to prove it. whereby higher status individuals have greater access to desirable things. PV cells are connects into groups of 40 to form modules. meaning that status will be gained through freely conferred deference (Henrich & Gil-White. we are selling a lifestyle. Kandar. but its price is rising with an increasing demand. 2001). solar-energy conversion systems do not emit greenhouse gases (Higgins. 2009). Moeinzadeh. . & Ghasemi. The United States generates half of its electricity coal. A solar array can produce 800W of electricity. Although status can be achieved through dominance or force. it also can be achieved through prestige. Coal historically has been abundant and cheap. the most greenhouse-gas-emitting major energy source. Modern commercial PV cells typically produce between one and two Watts of power. for example. Solar energy will soon dominate coal as a primary energy source (Higgins. going green.
the research and development team is working on new technology to convert any window into a solar energy entity by affixing a PV cell strip to the windowpane. This way every home or apartment complex can become solar energy efficient in a matter of a few hours. similar to the heating elements that are attached to rear car windows.org. The company’s continuous 24/7 support for the customer post-installation will definitely set us apart. 2011). neat.000 new solar heating. The plan is that majority of . Solar Solutions will be to green energy what Neiman Marcus is to retail. Our installation crews will be highly trained. and financial incentives from the federal government. cooling. we want our potential customers to ask for us by name because of our reputation for excellence.BLACK & WHITE CONSULTING 3 Ten or 20 arrays can power a modern home (wisconsun. Reducing the energy used by buildings has become a critical issue in energy conservation. In the continental 48 states. More than 107. Because our company is always looking for new ways to improve upon technology. strong consumer demand. Targeting Solar markets are rapidly growing in the United States because of rising energy prices. and efficient. an increase of 18% compared to the number of systems installed in 2008. 2009) Buildings account for 65% of electricity usage in the United States. Eventually. with an emphasis on high-touch customer service. states and utilities. Our in-home consultations by knowledgeable sales staff will set the tone. and solar electric installations were completed in 2009. the annual installed capacity has more than quintupled since 2005 with residential installations dominating the market (Sherwood. Product Positioning Black & White Consulting will differentiate itself from competitors by providing the highest quality solar panel installation firm in the industry.
net/solar-panels). Good customer service includes the following eight key factors: get to know your customers. In addition to excellent customer service. eliminate mistakes. our customers want an excellent product designed to fit his or her needs. The United States energy analysts forecast the building integrated solar energy market will grow to $16 billion by 2017 (Pool. emphasize value not price. 2011). reporting a combined global revenue of $37 billion in 2008 (www. be responsive. They are the increasing innovations in the solar industry. Customers at Solar Solutions expect good customer service. courtesy is key. customer retention program. Extremely low prices are not essential to Solar Solutions marketers because we are marketing to people that can afford and are willing to pay a premium for our high quality. the significant amount of money invested to bring scalability to solar-energy-system manufacturing. The solar industry has grown tremendously recently. keep promises. 2009). efficient. Market Needs B & W’s target market is upscale businesspeople and environmentalists. There are four key factors that will make solar generated electricity competitive with the cost of coal-produced electricity in the next year or two. The number one need for solar energy customers is supplying enough solar cells in each panel to meet electricity usage per household.solarpower2day. With the new Obama administration. and tax incentives from the federal government to encourage consumer and business investment in solar and other alternative energy sources. there is a potential fifth factor: a federally mandated percentage for alternative-fuel power generation by 2020. and follow-up with your customers. state requirements that alternative energy sources constitute a specific percentage of a utility’s total mix of energy sources. and expertly installed .BLACK & WHITE CONSULTING 4 the windows on most buildings will be used to collect solar energy and convert it to electricity (Higgins.
B & W expects consistent market growth with some peaks. Because these islands were not man-made. Weaknesses . Because we are operating in the high end market. It has two main islands.com"). However. 100 of which inhabits. com 2011). Therefore. Viti Levu. the company learned that customers appreciate the 24-hour customer service provided to him or her. because of customer referrals. a group of 300 islands. Vanua Leva takes a third of the land.300 miles north of New Zealand. and Vanua Leva. cost and safety are a huge factor when installing the panels (Pacificscoop. but the smaller ones are coral reefs.055 square miles (solarsystemsintl. Viti Levu covers about half of the Fiji area. The high number of upper class American and European ecotourists who visit this area makes it a prime market for our firm. word of mouth and public perception of the brand are essential. 2010). That is why customer service is a top priority at Solar Solutions! SWOT Analysis Strengths – Solar power is in high demand in Fiji. Market Potential and Growth B & W’s market growth should be consistent over the years to come. Solar Solutions will guaranty every installation for two full years. surrounding the Koro Sea in the South Pacific Ocean.BLACK & WHITE CONSULTING 5 solar panels. From information gathered through the company’s CRM system. and our clientele especially. demand. Fiji's total land area is 7. It is about 1.The larger islands originated from volcanoes. Another potential weakness for B & W is the . A product warranty is something that every customer wants. with the world moving in a more eco-friendly direction.com. “Market growth can be slow if consumers do not adopt a high demand or rapid if consumers find the product or service useful for the price level” ("BusinessDictionary.
has a population of approximately 810.BLACK & WHITE CONSULTING 6 size of this market. is targeting a market segment that has survived the recession quite well.The temperature in Fiji usually ranges from 75 degrees to 85 degrees Fahrenheit year-round. and has made consumers more cautious . female 262.Suva is the capital of Oceania as well as its largest city.000. While many eco-tourists want to avoid the noise and congestion of traditional cities.gov. Population considered target possibly (15-64 years: 63% (male 263. we will rely on premium pricing to capture value. with a population of approximately 180. Therefore. Fiji is setting the stage for other resorts to be as reclusive as they are (turtleislands.000. Trends . and the climate is generally hot and wet.fj. B & W. Opportunity . Fiji. they will appreciate spending a week or more in a completely energy-independent hut in a remote location. Threats – The poverty level in the Oceania islands is currently at 38%. The current state of the economy has also been a focal point. however. 2011 There are numerous resorts. This is an ideal climate for the solar panel industry (Fiji-faqs. Our clients are successful upper income businessmen and women from western countries.200 per person) as well as the economic downturn. Competition The environment has been one of the top social focuses in the past five years. which take advantage of this premium climate to attract tourists. 2008). 2008).127. Because of the cost of a vacation to an island (approximately $7. tourism has dropped to severe levels (statsfiji.686) because of the limited access and availability of electricity at this popular resort location.com.com. It will be difficult to achieve economies of scale on the remote islands of Fiji.
2007). partnerships with established organizations such as Wal-Mart. Marketing Strategy and Objectives Channel strategy defines a method that controls the flow of goods and services from the manufacturer to the end-user (investorword. Otherwise. and built their business on servicing other businesses and government organizations. SolarCity is B & W’s number one competitor. The environment and the current economy coupled together make this a prime time for Solar Solutions to enter the market. The factors that contribute to their success are monthly promotions to cut consumer costs. the Chinese government highly subsidizes the . companies must pay keen attention to their competitors” (Keller. The more information the executives (and staff) are able to gather about the competition. the firm will rely upon inexpensive imports from a select group of Chinese exporters. The executive management team at B &W commits to monitoring and assessing the competition proactively to identify any trends or changes to the market.BLACK & WHITE CONSULTING 7 about how they spend their money. “To effectively devise and implement the best brand positioning strategies. SolarCity recently entered the homeowner market. 2011). and have quickly taken over a significant piece of the market share. They’ve been in business for almost six years. high-end investors such as Google. Currently. the easier it will be to make smarter decisions in building the business and strengthening our market positioning. Because Black & White Consulting is not going to manufacture the solar panels itself. there are not many direct competitors in the solar roofing industry that service noncommercial buildings at a reasonable cost. and industry innovations that have become many of the solar industry standards. Most of the research is done online as the Internet serves as an infinite resource for competitive market analysis.
the energy they will save. and the amount of carbon dioxide they will prevent from polluting the environment over the 20-year-life cycle of our product. Almost all companies. We will not rely on anyone to come between our firm and the customer. and take advantage of low PV cell prices to improve our margins. The cost of solar panels has dropped dramatically in recent years. We will customize each installation to the exact specification of our clients.” Our Plans will incorporate customer unique vision of their home into our product offering. Our firm will be marketing our solar panel windows direct to the consumer. like Feldco in the Chicagoland area. discount pricing. large or small. Similar to other high touch in-home window consultants. so that no two installations are identical and each customer receives a personalized experience. Pricing Pricing strategy refers to the method companies use to price their products or services. . Black & White Consulting will take advantage of the low cost goods to maximize profits. and Internet ads. We will use state of the art “home visualization” software to provide the customer with a glimpse of his or her future home. price skimming. which is bad news for manufacturers but good news for distributors and consumers. labor and advertising expenses and add on a certain percentage so they can make a profit. such as penetration pricing. Black & White Consulting will provide exceptional customer service. radio.BLACK & WHITE CONSULTING 8 renewable energy industry through inexpensive state-backed loans and lax enforcement of intellectual property rights. we must market directly to our clients through a barrage of television. We will compete against the various inhome window installation firms by providing one-of-a-kind solar window consulting and a trademarked “Black & White Consulting Home Energy Plan. There are several pricing strategies. base the price of their products and services on production.
A marketing communication analysis should focus on the impact of communicating in particular modes. using particular methods and tools. Kyzeková.com. -Factors to Consider In order for B&W’s marketing communications strategy to be effective. and Controlling the Marketing Communication System and program. 2011). 2001). Black & White Consulting will implement a price skimming strategy. 2011).S. at the points of .chron. The design of the marketing communication system should be based on knowledge-driven rationale and contributory judgments and decisions. Black & White Consulting has developed a marketing communications strategy that will help the business acquire a larger portion of the market share. A consonance that has an adaptive response to the trading and wider social environment. and Controlling the Marketing Communication System and program. Examining customer and market data in comparison to marketing response goals allows companies to develop an effective marketing communication plan (Planning. Evaluating. Communication for consumer markets involves pre-buying and buying behavior and individual motivation for buying a product or a service (Fill. able to maintain a competitive advantage. and in particular styles.BLACK & WHITE CONSULTING 9 product life cycle pricing and competitive pricing (. 1995). it must have consistent objectives. and it must not create unsolvable problems or deplete available resources (Planning. solar market is so large and growing so quickly that we can earn a tidy profit while only capturing a small fraction of the total market. Our firm doesn’t want to saturate the market and drive down prices for all participants. The expensive segment! Marketing Communication Individual customers make their buying decision independently or within the influences of close social groups (Chlebišová. Evaluating. 2001). The U. & Zajarošová.
we will appeal more to the altruistic motivations of our target market (B to C communications). developing effective communications requires eight steps (Kotler & Keller. The target market in Fiji will be resort owners who cater to eco-tourists (upper middle class westerners who want a “green” vacation experience). 2001). The target market in the United States will be upper middle class suburban families who want to “go green” while also saving money on their electric bills.S. so we will take a dollar and cents approach. awareness. p. Our Fiji sales will be to mostly business owners (business to business). 2007. 283). we will use personal communication channels and an “on the ground” marketing force to get our message out. market. we will use a combination of radio and television ads. In Fiji. In the U. Domestic & International Markets According to Kotler and Keller. The communications objective in Fiji and the United States will be “brand purchase intention – self instructions to purchase the brand or to take purchase-related action (Kotler & Keller. In the United States. Using the linear hierarchy of communication. p. 4) Selecting the channels. 2007. 282): 1) Identifying the target markets. because our target market is more dispersed (individual home owners vs. 2) Determining communications objectives.BLACK & WHITE CONSULTING 10 interaction. The Fiji communication will be through direct sales reps with statistical evidence about the market for “green” vacations. attitude change and behavioral change can measure the effects of the marketing communication system (Planning. hotel managers) . and Controlling the Marketing Communication System and program. Evaluating. 3) Designing the communications.
and the mix will be more advertising and publicity. In the United States. 7) Measuring the results. We will target a 15% share in our first year of the window-related home improvement in our target market. In the U. the number of communications channels will be higher. the population on this earth has been steadily increasing. we will be competing against the likes of Home Depot. Feldco. and we will have quarterly marketing meetings to ensure all team members are sending a consistent message. As a result. We are a small firm and will have a relatively small sales force in Fiji. so it should be relatively easy to manage the integrated marketing message (our entire sales force could fit in one conference room). We will target a 30% adoption rate. we will have to focus on a less people-intensive approach. We will use the competitive-parity method to determine our budget in Fiji. Financial Budget and Expenses Marketing Research Over the past few decades. so our spending will be commensurate with the challenge to “get our message through the noise. In Fiji. we will measure results by the percentage of hotels that choose to install our solar product..S. In the United States the firm will be more geographically dispersed.BLACK & WHITE CONSULTING 11 5) Establishing the budget. In the United States. Lowes. we will measure our results by our market share of home window upgrades. 8) Managing integrated marketing communications. There is no sense spending more on our sales force than necessary. In Fiji. but it appears that the supply is not enough to suffice the needs of this world in the future. our media mix will be a combination of personal selling and sales promotion. the demand on natural resources and energy has been increasing. and other “large budget” home improvement outfits.” 6) Deciding the media mix. if our competitors are not heavily invested in this market. It is imperative for members .
Sarl’s entities function like a corporation. The four entities are similar to United Sates entities. as in most other European countries. there are numerous government tax credits at the federal. One way to conserve the electricity is through solar panels on homes. Sa’s. Sarl’s. 2008). Eurl’s are LLC’s. Second. and local level. the cost of solar panels has fallen on average 20% (Mims. electrons break free to create an electrical current (Gibson. so our cost of capital will be extremely low. -International Factors in Europe “In France. which our customers can take advantage of lowering their total cost. Solar Energy will function as a limited . When sunlight strikes the silicon that has been arranged in a photovoltaic cell. there are both private and public companies” (Policy areas of the European Union). 2008). For decades people have been encouraged to protect the environment. Although the cost of electricity from fossil fuels has increased 3 to 5 percent a year for the past decade. interest rates are at historic lows. There are four major legal entities in Europe. It will be our in-home consultants’ job to educate our clients on all the most current incentives. We expect to fund our venture with 80% debt and 20% equity. First. and Sas’s. so our sales team will need to stay current in this field. and Sas’s are joint ventures. state. 2008). State subsidies. not only for themselves but for those who will inhabit the planet (McLaughlin. tax credits and steadily improving technology can turn southfacing roofs into electricity generators (Gibson. The debt financed at around 5%. 2009).BLACK & WHITE CONSULTING 12 of society to be more attentive and frugal in their energy consumption. Sa’s are public companies like government agencies. -Economic and Government Factors Now is the perfect time to launch our solar window product in the United States. Solar panels are made of silicon. Eurl’s. The use of solar panels is a money saving alternative for the use of electricity. For example.
as with United States limited liability companies (LLC’S). The company is bringing to market a technology that will enable concentrated solar. This product offering will differentiate Black & White Consulting from other firms as the leader in high efficiency PV technology. to sell it. The solar carport has taken off in the commercial market. The heat produced prevents any frost/snow from accumulating. although as in many other instances under French tax legislation. Also most LLC members are subject to self-employment taxes.BLACK & WHITE CONSULTING 13 liability company internationally. One of the main products responsible for the successful rollout of the concentrated solar market is the solar carport. and can achieve 40% efficiency. if more than 35% of losses are allocated to none managers. The carports offer clients a worry-free winter by keeping the carport at a specific temperature. The innovation harnesses the power of 1. Operating as an LLC will help protect the personal assets of the LLC owners in case of a lawsuit. For example. and we will be the first firm in the United States. In contrast.300 suns. “Fiscally. operating as an LLC has many advantages but there are some disadvantages and risk associated with this entity. it is possible to elect standard corporate tax treatment (Policy areas of the European Union). Eurl’s will normally be transparent for tax purposes. -Innovation and Technology Black and White Consulting will soon be on the leading edge of technology in the solar energy arena. Conclusion . The technology will give Black and White a competitive advantage it is an affordable alternative for properties without heated garages because they have no routine maintenance costs. the limited liability company may lose its ability to use the cash method of accounting.
and want the leading solar PV technology installed in their home. Our firm will implement a “skimming” approach to capture high end suburban customers who want to help the environment. and international markets. All advertising. international) were factored in to make the campaign effective. want a customized in-home experience personalized to their tastes. and technological developments at B & W are centered on the current trends of market with change acting as the catalyst to initiate action.BLACK & WHITE CONSULTING 14 Black & White Consulting will provide a unique product offering to the U.S. promotions. The cultural differences among the target audiences within the main markets (domestic. .
Kotler. 303-323). Fill.. Upper Saddle River. Taylor & Francis Ltd / Books. Retrieved from EBSCOhost Kotler. (2011). 165–196. & Zajarošová. (2008). Great Britain: Prentice Hall. M.. Marketing Communications : Frameworks. 25. Retrieved from EBSCOhost.. E. P. and Controlling the Marketing Communication System and program. & Keller. Evaluating.).. J. New approaches to the Business to Business Marketing Communication. theories and applications. L. Chlebišová. & Keller. (2001).BLACK & WHITE CONSULTING 15 References Chapter sixteen: Planning. S. C. J. & Gil-White. (2006). The evolution of prestige: Freely conferred deference as a mechanism for enhancing the benefits of cultural transmission. Retrieved from EBSCOhost. (cover story). Marketing management (12th ed. YOUR SOLAR-POWER FUTURE. Higgins. Gibson. Upper Saddle . K. Evolution and Human Behavior. (229). NJ: Pearson Prentice Hall. Economics & Management. A framework for marketing management (3rd ed. Solar Energy. 161231-1237. Kyzeková.). 43(3). (2009). 22. K.. Retrieved from EBSCOhost. (2001). Henrich. Mother Earth News. L. London. J. Marketing Communication (pp. F. Futurist. (1995). (2007). P. J. 40. M.
2011.cfm/city/20/suva.scoop. M. (2009). (2011). 301(6). World Academy of Science. (2007) ADDING VALUE WITH DIVERSITY: WHAT BUSINESS LEADERS NEED TO KNOW. Solar Market Trends 2009. C.solarsystemsintl. Nikpour. Mims. 50. Retrieved from EBSCOhost Pool. Energy and other scenarios. July 2010 SolarCity website. Crazy glazing?. C. . (2007) SolarCity Company Profile. M. Ghomeshi. Retrieved from EBSCOhost.pacific. McLaughlin. R. 2011 from http://www. 6.com http://www.pdf tp://www. p. 74165-170. (2011).BLACK & WHITE CONSULTING 16 River. Investigating the Effectiveness of Self-Shading Strategy on Overall Thermal Transfer Value and Window Size in High Rise Buildings. Technology & Children.. Engineering & Technology (17509637)... (2009) U. Scientific American.fiji-faqs. Retrieved 10/22/2011 from www.1049/et. M. L. Kandar. M.S. 80-82.solarcity. Retrieved from EBSCOhost.com/media-center/company-profile. 2011 www. Pamela. The No-Money-Down Solar Plan. Moeinzadeh. Retrieved October 6. N.html http://www.org/files/PamelaTudor. 6(7).aspx Solar panel information. doi:10..aimd. & Ghasemi.co.net/solar-panels Tudor.com/index.solarpower2day. Retrieved October 23. NJ: Pearson Prentice Hall.. (2008). Engineering & Technology.0714 Sherwood.
fj http://www.turtleisland.html .businessdictionary.com/definition/market-growth.BLACK & WHITE CONSULTING 17 http://www.statsfiji.gov.com http://www.
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