Lala Lajpatrai

College

F.Y.B.M.S. – B
Group No. – 7
Subject – Marketing Management
Project on Launch of Solar Paint
Submitted to – Prof. Vaidehi
Date – 12.10.10
 Group Members

Name Roll No.

Abdul Kadir Kudia 9100162

Nitin Luthra 9100165

Khadija Munshi 9100178

Kishor Purohit 9100188

Rishabh Rathod 9100193

Nitesh Shah 9100207

Abid Supariwala 9100214

Company’s Objective

1) The increasing demand for energy coupled with the rapidly

increasing world population means that it is vital that we expand our
global renewable energy resources.

2) Our vision is to develop the new technology needed to provide low

cost solar energy at the disposal of every household and every
business in the world.

Product intro

Brand name - Thermalox

1) Solar Paint is an environmentally friendly solar cell technology that

will allow every household in India to generate their own electricity,
affordably and sustainably.

2) The solar paint is completely organic solar cell based paint

3) The organic solar cells are coated from water onto recyclable plastic
sheets such as PET and thus are completely environmentally friendly.

4) The organic solar cell paint is made up of a layer of dye and a layer
of electrolytes and can be applied as a liquid paste. Altogether, the
sheets of steel get four coats of solar paint — an undercoat, a layer of
dye-sensitized solar cells, a layer of electrolyte or titanium dioxide as
white paint pigment and, finally, a protective film.

5) The paste is applied to steel sheets when they are passed through
the rollers during the manufacturing process. The four layers of the
solar cell system are built up one after the other in rapid succession.

6) Our product has the potential to satisfy the appetite for power and
our end our reliance of dirty and non-renewable teleology’s that are
used to generate electricity now a days

Technology

The product involves the development of a completely printable

organic solar cell based on semiconducting polymer nanoparticles
dispersed in water. Essentially these tiny particles in suspension are a
water-based paint, which can be printed or coated over large areas. In
the first instance these coatings will be put onto plastic sheets that can
be placed on the roof of a house. However, in the longer term it will be
possible to directly paint a roof or building surface.

Advantages

1) The key advantage of these organic solar cells is that they can be
printed at high speeds across large areas using roll-to-roll processing
techniques thus creating the tantalising vision of coating every roof
and other suitable building surface with photovoltaic materials at
extremely low cost.

2) Ultimately, this solar paint will mean that every household in India
will be able to generate its own electricity from a sustainable and
renewable resource, using a paint coating on their own roof.

3) Its efficient, it is clean, it’s absolutely no emissions, it is green as

well as above all, it’s provides electricity for free.

Target Market Segmentation

• Size of the segment

India’s energy demand is increasing with the robust growth in

economy. A steady forecasted growth for manufacturing sector would
need more power generation in future. Govt of India has put special
emphasis on the usage of clean energy by declaring incentives on
renewable energy (wind, solar) which will play a great role in India’s
energy map. Carbon emission reduction in terms of carbon credit will
attract lots of investment in the renewable energy especially solar and
wind energy.

The Government is striving hard to push the solar power industry to

make India a global leader by introducing grid based incentives and
concessions in various duties in the recent budget (2010-11)

• India is endowed with rich solar energy resource (300 sunny days /
year) i.e. Over 5,000 trillion kilowatts of solar energy in a year.
• The average intensity of solar radiation received on India is 200
MW/km square (megawatt per kilometer square).
 • Growth rate of the segment

Growth rate target is of 20GW of Solar Power by 2022. The

current installed capacity is only 9500 MW; giving vast
opportunity for exploitation of renewable energy sources

• Competition in the segment

o Solar Tiles
o Solar panels
o Wind power
o Tidal power
• Expected profit margins in the segment

Marketing Mix

4p’s

Product

1) Solar Paint is an environmentally friendly solar cell technology that

will allow every household in India to generate their own electricity,
affordably and sustainably.

2) The solar paint is completely organic solar cell based paint

3) The organic solar cells are coated from water onto recyclable plastic
sheets such as PET and thus are completely environmentally friendly.

Price

Rs 400 per litre (inclusive of production, packaging, distribution and

manpower cost)

For Industrial use - 30 litres Canisters can

MRP – Rs 13500 (12% profit margin)

For consumers - 5 litres Lever Lid can

Cost to distributor - Rs 2240 (12% profit margin)

MRP - Rs 2600 (12% profit margin)

Place

The product would be 1st launched for industrial use in the following
B2B model

Manufacturer – Consumer

Later after awareness in future the product will be available to

consumer in the following B2C model

Manufacturer – Distributor - Retailer – Consumer

Promotion

As the technology is new and the product is unique. It will require a lot
of education and awareness among consumers. Detailed marketing
strategy will be shared in the coming pages

Marketing Strategy

Target Audience

Primary Target audience - Builders, Architects, Corporate who feel

responsible to bring about a greener India

Secondary target audience – Consumers (below are the demographic

details)

Income - Sec A (high net worth individuals)

Education - Graduates/Post graduates

 Geographic Region(s) - Urban

Attributes - Environmental conscious

Strategy

A pull strategy will be followed by the manufacturer promoting their

product amongst the target market to create demand. Consumers pull
the product through the distribution channel forcing the wholesaler
and retailer to stock it.

To create demand

- Participate in trade fairs / exhibitions

- Direct marketing to top builders, architects
- PR coverage in magazines such as Construction World, Real
Estate Times ,Reality Plus magazine, etc & TV channels – CNN
IBN, Times Now, NDTV, etc
- Tie-up with TV channels such as Discovery