Solar

Solar
Water
Water Pumps
Pumps
Solar Energy – what is it ?
• Solar power produces
electricity by using solar
panels; sunlight is collected
then converted

• Can be installed in
individual housing or in
larger communities (ie.
schools, malls, etc)

• Used in remote locations

also
 Solar Energy
Potential
• In one minute more sunlight falls on the earth than what is
utilized by the whole population in one year

• Sahara desert can produce 750 Terawatts. Global annual

consumption = 13.5 TW (http://en.wikipedia.org/wiki/Photovoltaic_array#_note-0)

• India's theoretical solar power reception, on its land area, is about

5 Petawatt-hours per year (PWh/yr) i.e. 500 TWh.
(http://indianpowersector.com/home/renewable-energy/solar_new/solar-power)

• 2KW Solar Unit (Rs.4Lakhs) can generate 12 units of Electricity

from 9am to 5pm in Kerala

• 600 square meters of solar paneling can easily cost approximately

100,000 dollars.
Solar Energy Trends
Solar Water Pumps
•Applications

•Agriculture, livestock
watering/ crop irrigation,
home gardens and drip
irrigation systems.

•Domestic potable water

for remote homes,
campgrounds.

•Pond water management

and water transfer.

•Water supply for villages in

developing world.
Global Water Pumps Market
•Global Market Size: US $ 75 Billion (Rs.450,000Cr)

•Organised Sector: US $ 35 Billion (Rs.210,000 Cr)

•Unorganised Sector: US $ 40 Billion (Rs.240,000 Cr)

•Growth Rate: 6.4%

Source: www.freedoniagroup.com
 Indian Water Pumps
Market
Market Size: Rs.10,000 Crores
•Texmo/ Taro 1,800
•CRI 1,200 National players
Texmo, CRI, Suguna,
•Crompton Greaves 600 Mahendra, CG, Shakti, KBL,
Wilo, Usha, Havells
•Kirloskar (KBL) 500
•Varuna 300
•Lubi (Punjab) 200
•Shakti 100
•Usha 100
•Suguna 100
•Mahendra 100 Local players
Unnati, Varuna, Lubi,
Oswal, Kiwi, Sharp,
(Unorganised Sector holds 50% share) V-Guard, Lakshmi
 Solar Pumps SWOT
Analysis
Strengths Weaknesses
I
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T
E
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N
A
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Opportunities Threats
E
X
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 Marketing Activities
• Have regular Branding exercises - TV, Radio,
Hoardings, Sign Boards, Newspaper, Posters,
Dummies, Display Stands, Umbrellas, etc.

• Develop and maintain a perennial Digital

Marketing program

• Customer Satisfaction Measures – CRM activity,

mass media campaign

• Focus on Maintenance/ Service (Inspire Clean

Energy has 3 Maintenance Engineers on-site for a
2 MW plant @ GPT Kanjikode)

• Increase Commitment to Emerging Rural

Markets

• Use Aggressive Pricing strategies along with

Financial AID
Define Competition
• Who or What is the MAIN Competition ?
• Is it another Player ?

OR
• Is it the hesitancy from the Customer to use Solar
because of perceived High Initial Cost ?
 Competitor Analysis
Critical Factors
1) Branding designs

2) TV Ad campaign

3) Radio Jingles campaign

4) Outdoor mass media

5) Social media activity

6) Trained Technical team

7) Financial aid facilitation for

Farmers

(1= Low, 5=High)

Why Branding ?
Branding is the name of a thoroughly planned marketing
strategy.
• A brand name is what a customer will instantly recognise and
for some products it also suggests what the product does.
• A brand generates familiarity and trust and hence leads to
greater sales.
• In today's competitive and crowded marketplace, branding
offers a particular value to customers.
• Through branding, customers form some kind of attitudes
and feelings towards the product. This in turn creates brand
loyalty.
• Because of the trust the brand generated, you can charge
extra price and people are willing to pay for that.
Why Branding ?
• Creating a brand is nothing but creating a strong association. And
this association clearly differentiates your product from the rest.

• Any Company that has been successful for more than 10

years, has the social responsibility of informing consumers
about its quality products and benefits, providing them the
“right to choose” from a wide range of cluttered products,
through mass communication programs.
Marketing Mix Analysis

Product: quality, value chain, benefits

(Target Segment: who, where, when, why ?)

Place: distribution method and coverage

Promotion: cost and method

(Advertising: strategy, media, timing, cost)

Price: retail, trade

 Marketing Mix Analysis

People:

Physical Environment:

Process:
Advantages of TV
Advertising
• Instant credibility for the
product
• Creativity and impact
• Vast Coverage in shortest time
• Captivity and attention
(reaches viewers when they
are most attentive)
• Builds TRUST and familiarity
(in < 3 months)
• Selectivity and flexibility
• Probe: Why does Amazon, Flipkart, OLX,
Snap-deal, do TV ads?)
 Advantages of Radio Advertising
 Cost and efficiency
 Selectivity
 Flexibility
 Mental Imagery
 Integrated marketing opportunities
 People buy from people and businesses
they know and trust.
 Hearing your radio jingle helps them
feel as if they know you.
 Strategic Plan
• Start a Brand building exercise thro’ TV & Radio
Ad. campaigns, Hoardings and supporting
promotional activities.

• Initiate a Digital Marketing campaign (SEO, SEM,

Adwords; Social media, CRM Software, websites:
www.fourthpartner.co; http://wattza.com/About-Wattza-Energy )

• Introduce 1st Time EVER: Mobile-phone operated

Pumps (this will be a big HIT with Farmers !)

• Give some WIIIFM unique features for a

Customer to buy a KCP Solar Water Pump.
(Wow Factor).
Strategic Plan
• Explain & popularise the 80% Subsidy
offer from TEDA to all Farmers
• Build competitive advantage in
providing Funding solutions to
Farmers by direct tie-up with
Financial institutions like FMO
Netherlands, KFW Germany,
Softbank Corp Japan, Foxconn
Taiwan, Fortum Oyj Finland, IREDA,
ADB, DEG, PFC, IDBI, SBI, NDB etc.
• Promote RESCO model projects in
Rural areas
• Improve Solar Pump techno Designs –
is anything new in Europe/ USA/ Japan/ Taiwan ?
 Marketing
Plan
• Brain-storm with
different
departments and
design a
comprehensive
Marketing Plan
inline with Corporate
Objectives for 1 year
with clear Budgeting
and allocation of
Funds.
 Questions ?

Call: Hari
+91 9538 767 000