Assignment on Marketing Environment of a Solar Appliance in WB

COMPANY NAME: SolOriens.<the sun rising>

COMPANY PROFILE: The company was established in 1999 in Cologne, Germany by group of people who felt
that relying only on conventional sources will not help the future cause of sustainability for the coming generations.
Initially, the company started producing solar collectors of different capacities but with experience and time the
company shifted to a large sphere of working with well equipped factory premises, latest tools, technically perfect
machineries, extremely qualified and technically sound engineers for well drawings and designs and having more than
60 qualified & well trained staff for marketing and services. And, today the company is a proud and renowned
manufacturer of Solar Power Equipment such as Solar Cooker, Solar Energy Home System, Solar Led Lantern, Solar
Led Street Light, and Solar Water Heating System. We have also gained the position of one of the top Solar Led
Lantern Manufacturers.
The company is different from its competitors. You get to speak to real people that care about what they are doing and
place a special emphasis on supporting customers. SolOriens prides itself of having extensive knowledge of all
products listed on our web site and we make a guarantee that whether you buy from us or not we will always be
available for advice and support.
SolOriens are an accredited and registered solar PV micro-generation company MCS No 1152 SolOriens also offer
an off-grid solar and wind power design service.

PRODUCT PROFILE: SOLAR STREET LIGHTS, SOLAR POWERED LED LIGHTING.

SolOriens have created a superb new range of solar street lights that are environmentally friendly, easy to install and
offer tremendous light output. These lights are ideal for all sorts of uses and there modern design have found favour
with everyone. Solar street lights can be easily installed and moved and delivers free, renewable energy which is
stored in a battery ready to be used when darkness falls.

The Photovoltaic Lighting System designed and manufactured by SolOriens are the most innovative in the world with
patents covering the main application of combining LEDs and Solar power for exterior lighting.

SolOriens are able to offer their range of turn-key solutions. Available in various sizes from 6 Watt sign light to an
ambitious 45W road Lantern all using LEDs and solar PV panels with advanced energy management options to
generate the maximum energy from a PV cell.

PRODUCT FEATURES:

Easy to install and operate

There is no need to dig trench, lay underground cables or resort to other expensive methods to install street lighting.
Just use solar power. There are no on-going costs once installed, no standing charges and best of all they are helping
to reduce energy consumption. Generating their power from the sun means that solar street lights are cost effective.

Besides that they are very environmentally friendly - they do not use any greenhouse gases as sunlight is converted
into energy and stored in a battery.

Solar powered LED lighting can be used wherever there is a need for lighting.

Discreet lighting Footpaths in parks& car parks Industrial buildings &Airfields

Countryside roads Bus shelters Remote homes
Play areas Harbour side lighting Developing countries
 Assignment on Marketing Environment of a Solar Appliance in WB

BENEFITS OF LED LIGHTING

• Long life. The long life of LED (Light Emitting Diodes) lighting means that lamp changing and lamp failures
are a thing of the past. LED lighting life is up to 100,000 hours. In a typical UK night time burning situation, this
equates to approximately 25 years.
• Reliability. LEDs, as electronic devices, offer superb reliability over conventional lamps.
• Maintenance free operation. No routine maintenance is required to ensure continued performance, so
reducing costs and avoiding the possibility of missed maintenance.
• Energy efficient. With advanced leds, luminaire design, energy efficient operation is ensured.
• Environmental benefits. Lamp disposal problems are eliminated due to the long life of LED lights, and no
resources are used in routine maintenance.
• New lighting possibilities. New luminaire designs are made possible by the small size of LEDs and
eliminating the need to allow for maintenance required for conventional lamps.

SOLAR LIGHTING FEATURE SUMMARY

• Unique Patented Systems.

• Engineered for maintenance free operation.
• Advanced Energy control options.
• Fully sustainable technology.
• Life cycle costs typically 20% of existing technology.
• Ultra High Power LEDs giving > 50Lm/W.
• Ingress protection: IP68.
• High Efficiency PV panels 5W - 150W.
• Battery selection with 10yr guarantee.
• Battery packs built into columns.
• Flood lighting applications.
• Full RGB options on all luminaries.
• Photometry available for some luminaires.
• Operating cycle from dusk to dawn.
• Rugged pole design to withstand mechanical forces.
• Long life tubular flooded battery.
• Pole with adjustable tilt head for installation in various location.

TECHNICAL SPECIFICATION
 Assignment on Marketing Environment of a Solar Appliance in WB

MARKETING ENVIORONMENT:
Microelements:

Natural Envioronment: On an average West Bengal receives 1600 kWh/m2 of Solar energy per year. The climatic
datas of West Bengal :
* Average number of Sunny days in a year: 250 days
* Number of partial Sunny days in a year: 60 days
* Total overcast days in a year: 55 days
* Highest ambient Temperature in Summer: 400 C
* Highest ambient Temperature in winter: 270 C
* Lowest Temperature in winter: 80 C
The areas of Birbhum, Bankura, Purulia, and parts of Burdwan records highest number of sunny days. And also these
regions are not properly electrified or for that matter not even connected to a grid. So remote villages of these regions
can be targetted geographically as a potential market .

Political Envioronment: The success of venture for the company will not be greatly relying on the political situation
of West Bengal. Standing at the current time the rural electrification projects or projects on renewable sources of
energy will not be much hampered due to political situation in the state. But getting Government contracts will no
doubt raise eyebrows from the oppositions. And building tie-up and mutual bonds with local panchayats for street
lighting projects will serve the company in longer run.Since the panchayats are being run by both opposition parties
and the parties in power of the state, keeping them happy can make venture a success.

Legal Environment: The policies and guidelines framed for green-er energies are quite encouraging. Not only state
government but also central government has various guidelines to operate in Indian Market. And give quite good
subsidy for foriegn players in the green energy sector.

As a part of Power Investment Policy of INDIAN GOVT:

The 1991 Power Policy seeks to attract significant private sector investment in the Indian power sector. The key
initiatives include:

 Private sector permitted to set up cool, gas or liquid based thermal project, hydel projects and wind or solar
projects of any size.

 Foreign equity participation brought under automatic approval of generation, transmission and distribution of
power generated in hydro-electric, oil based and coal/lignite based power projects.

 Role of the Central Government curtailed and the State Governments and State Electricity Boards (SEBs)
empowered to negotiate directly with developers, facilitating speedy clearances for the investor.

 100% foreign equity permitted.

 The process of foreign investment approval has been liberalized with the aim of
providing transfer of technology and foreign financial investments by means of joint
ventures.

 No prior approval of the government is required to set up an industrial undertaking with Foreign Direct
Investment (FDI) by Non-Resident Indians (NRIs) or Overseas Corporate Bodies (OCBS).
 Assignment on Marketing Environment of a Solar Appliance in WB

 The Reserve Bank of India (RBI) has permitted Indian companies to accept investment under the 'automatic
route' without obtaining prior approval from RBI. Investors are required to notify the regional office of RBI, of
receipt of inward remittances within 30 days of such receipt and file required documentation within 30 days of
issue of shares to foreign investors

Policies by State Governments:

 A number of states have announced policy packages including banking, third party sale and buy-
back, which have been outlined in the respective technology or programme areas in this publication.
 Some states are providing concessions or exemption in state sales tax. These rates vary widely from
state to state and between different technologies.
 Fourteen states have so far announced policies for the purchase and support of electrical energy
generated from various RE sources.

Economic Enviornment: The various government policies are no doubt encouraging for foraying into the market of
West Bengal. But the real economic condition of the people of West Bengal is not that great. There is joblessness. But
that doesnt say West Bengal is devoid of skilled manpower. Manpower is available in West Bengal and is cheap too.
That can come handy in the daily operation of the company.

Socio-economical Envioronment: West Bengal have learned indiviuals who are corncerned about their society and
environment. Through the public awareness campaign the Government is asking to even use electricity judiciously.
Based on socio economic condition condition West Bengal houses top CEO s’ to people who are starving. But one
thing a besic need unites them both. The people be it in Amlasol in Westbengal or a top businessman residing in
Alipore both have different status but still require electricity . They have to be motivated and made aware through
proper channels. Like the people in remotest village who havent ever seen any street or domestic light for them street
lighting system will be a boon. It can change the dynamics of their life. And also help the government in making
electrical development of the state.

People even in the cities are fed up with daily power cuts for them too street lighting will help lit up the streets. This
product can also be used by real estate developers for ensuring energy sufficient and energy efficient building and
estate like the one coming up at Rajarhat.

Technical Envioronment: Well the State Electricity Boards are not that technically equipped to manage the length
and the breadth of West Bengal. Even Power Grid isnt available all over the West bengal various parts of West Bengal
doesnt have electricity still and considering geographical constraints and economic feasibility of setting and
connecting them to grid would involve huge cost. This areas can be electrified by nonconventional energy resources.
So the solar street lighting systems will be success in those regions and being carbon free electricity generation, it
would be eco friendly and non polluting, which will be a futuristic as the world is progressing towards greener energy.

This product success will depend on the awareness of people and the pricing factor.

VARIOUS DATA COLLECTED FOR THE ASSIGNMENT AS REFERENCE FROM:

The websites of
* wikipedia
* MNRE
* Reliance solar
* IREDA
* WBREDA
* FINANCIAL TIMES
* BRIGHT ENERGY PRODUCTS
* Green labs
 Assignment on Marketing Environment of a Solar Appliance in WB

* And various other sources

This assignment is compiled by :

Arpan Das