SOLAR POWER MADE IN

THE USA

Matthew Westbrook
Shawn Sahihi
Arian Dezfoolian
Priya Singh
Salman Jasani

Introduction
ProductSolar Panels are designed to absorb the sun's
rays for generating electricity or heating.
Soltech FactsFounded in 2008 in Farmers Branch
Production Capacity has more than doubled since
then, from 15 MW to 40 MW
Produces solar panels ideal for residential,
commercial, and utility applications
MissionDisplay highest quality solar panels that can generate
and supply electricity in commercial and residential
applications

Video
A video demonstrating solar panels.

Market Research

Credibility of Positive
Statements about Solar Power

Credibility of Negative
Statements about Solar Power

U.S. Solar Installations 2010-2012

*Texas was fifth highest in the nation in Q2 2012

U.S. PV Installations by Market

Segment

Product Life Cycle

Growth Phase
Goals:

Build brand preference

Increase market share

Our promotion should therefore be aimed at a

broader audience

Consumer Behavior

Consumers treat this as a large investment,

so they are more likely to spend more time
researching
Loss of potential buyers if they do not live in a
sun-rich area
Have to think long term to realize the benefits

Perceptual Map
Solar World
USA

P
r
i
c
e

SunTech

SolTech
Sharp
Efficiency
Sanyo

Efficiency
P
r
i
c
e

SWOT

Strengths
1) Made in the USA
2) Industry Leading
Warranty
3) Multiple Certifications
4) Small Company Feel

Weaknesses
1) Lack of Awareness
2) Limited Production
Capacity
3) Perceived as too high
of cost

Opportunities
1.

Success Probability

High
Low

Attractiveness

High

Low

1 2
3 4

2.

3.

4.

Increase name
recognition
Change perceived cost of
solar system
Make a solar system for
the manufacturing plant
Expand our market to an
international level

Threats
1.

Probability of Occurrence

High
Low

Seriousness

High

Low

1 2
3 4

2.

3.

4.

Production capacity is
limited by plant size
Federal Government
reduces incentives
Cost of solar materials
remains high longer than
expected
Other companies flood
the market

Segmentation and Targeting

Movers & Shakers

Ages from 34 to 54
Income above
150,000

Homeowners
Live in the Sun Belt
Are environmentally
conscious

Wealthy Businesses
Have large facilities
Operate in the Sun
Belt
Interested in
becoming more
green

Positioning

For homeowners and businesses alike who

are interested in an environmentally
conscious, long term investment, SolTech is a
solar array manufacturer that provides
unmatched service, guaranteed performance,
and competitive pricing all in one package.

Market Strategy

Product Development

Create new modules to align with current

products to diversify portfolio
Design slimmer products to minimize material
cost without losing value

Product Differentiation

Emphasize the diversity in product line

Utilize the comparative transparency in the
manufacturing process

Products

Monocrystalline and Polycrystalline Solar

Modules with an output range of 245W to
350W
Framed or Frameless
New Color Series

Place

Focus on:
Texas - Solar energy is currently not a mature
market, but the state has plenty of sun and land to
strengthen its market.
California - Solar energy is highly incentivised by
the state of California and therefore is an
important market for a company like SolTech.

Price
- The price of a home solar powered system
can not be declared without taking into
consideration a few very important factors.
- The government gives quite an incentive to
those who want to have their homes run by
solar power.
- The average home solar system will cost
about $50,000 before incentives & rebates &
about $20,000 after incentives & rebates.

Promotion
Search Engine Optimization

$4,000

Google AdWords

$1,000 (14,800 clicks, 100 days)

Development of Facebook Page

Free

D Magazine

$24,000

Website Redesign

$3,000

Direct Mail

$14,400 for 6 months, 8 zip codes

Total

$46,400

Digital Media

The main website used for the majority of the business SolTech has. Contact
information as well as product information is here.

Digital Media

The Facebook page is used as a promotional page for the product.

Magazine Advertisement
D Magazine
Advertising Cost- $24,000
CPM- $12,000
2/3 Vertical ad for six months
4 5/8 x 9 3/4
Total Monthly Readership-372,230
Average Age- 47.9
Median Income-$337,000
Regular Readers- 95%

Success Metrics
Goals:
10% increase in general sales.
Our website currently has 3,000 total
views. Goal is to increase this by 750 1,000 views by the end of the campaign.

Sources
http://1soltech.com/
http://corp.dmagazine.com/Content/MediaKits/D_MediaKit_2013.pdf

http://www.seia.org/research-resources/solar-means-business-top-commercialsolar-customers-us
http://www.seia.org//research-resources/national-solar-database
http://www.seia.org/sites/default/files/resources/Major%20Solar%20Projects%20Li
st%2011.5.12.pdf
http://apps1.eere.energy.gov/solar/newsletter/detail.cfm/articleId=299
http://www.solarbuzz.com/reports/marketbuzz
http://www.solarbuzz.com/reports/solarbuzz-quarterly
http://www.solarbuzz.com/reports/north-america-pv-markets-quarterly
http://apps1.eere.energy.gov/news/news_detail.cfm/news_id=18777
http://www.greentechmedia.com/research/ussmi

http://www.greentechmedia.com/articles/read/open-automated-demand-responsegoes-big-in-california

http://www.greentechmedia.com/articles/read/how-to-match-wind-and-solar-with-thegrid
http://www.greentechmedia.com/articles/read/for-western-states-transmission-willthere-be-strength-in-unity
http://www.pikeresearch.com/newsroom/solar-energy-market-will-grow-43-year-overyear-in-2010-but-oversupply-is-likely
http://www.youtube.com/watch?feature=player_detailpage&v=y85Czw1Yf-g#t=21s
http://www.clearskyadvisors.com/scope-sheet-emerging-markets-americas/

http://www.seia.org/research-resources/potential-impact-solar-pv-electricity-marketstexas
http://www.dsireusa.org/incentives/allsummaries.cfm?State=us&re=1&ee=1