Presentation Transcript

1. PRESENTED BY:IRVAN DAMON

   PRESENTATIONHP MARKETING PRESENTATIONDATEAUGUST 2011

2. PROUDLY SOLAR!
3. DIRECTIVE FROM GOVERNMENT supply, developmental & localisation job creation manufacturing in SA equitable share by province youth development sustainability of installed systems
4. THE CONTEXT the reality is that in order to drive more SWH installations, we must address the key barriers to its market growth many customers with a financial focus are now motivated beyond environmental attributes to look at SWH for the first time uncertain economy and financial resources, the need to market SWH effectively is more critical than ever effective marketing guides how, when, and where product information is presented to consumers, with the ultimate goal of persuading consumers to purchase SWH Eskom’s solar program is a critical part of the solar sales process
5. SEGMENTED APPROACH common end-game, but different approach high pressure sector low pressure
6. MORE COLLABORATION/RESOURCES costly exercises which will need funding planned and co-ordinated (with the task-team’s input) achieve maximum impact sources of funding? task team key to have more prominence in communication & marketing [does Eskom pay the task team for this?]
7. SO WHAT’S BEEN MISSING? a national DESIRE for solar water heating current consumer perceptions of the solar must be addressed and we must identify what is needed to overcome to improve those perceptions work needs to be conducted with the existing consumers as well as potential consumers of solar as to what is needed to convince them to buy into solar what price/value equation will have the most appeal
8. consumers must be educated as to who are the credible sources of product information and SESSA/task team could, and should play a more active consumer oriented role seek out places to place key information about solar in the form of promotion, advertising, etc., so that it will reach the right consumer target; the HP vs LP market will have a segmented approach
9. RAISING THE PROFILE reduce ‘’technology jargon’’
10. BARRIERS TO CONSUMER UPTAKE capital layout improving the value-equation for solar the reliability of solar the complexity of choosing the system the time it takes to purchase, overcoming consumer inertia lack of ‘’green financing’’ options a legacy of cheap electricity find the right message, the right consumer tone rather than using ‘’utility speak’’
11. THINK & ACT LIKE RETAILERS let the public know what it offers create pricing that appeals to the public demonstrate and stand by the quality of the product make it as easy as possible to make the purchase create a buzz about the product that generates interest and action
12. MORE PULL, LESS PUSH saving money, ‘’a good investment’’ energy security (alternative to the electrical geyser) environmental [not that important, consumers may understand this] create a connection with customers improving your eco-credentials amongst the community SANS 10400
13. LESS ‘’UTILITY SPEAK’’ Eskom does not directly in the business of “selling solar installations” to customers, nevertheless measure success in the form of megawatts of solar installed marketing approaches and activities must lead the customer to the SWH sale starting with that end in mind, Eskom and task team can focus their limited marketing resources to address the major marketing barriers, overcome consumer resistance and broaden the market consumer tone
14. CAMPAIGN VISION Proudly Solar! Solar On South Africa! Go SA Solar! Solar Smart South Africa The Solar Initiative! Solar now! SA Solar!
15. ‘’one square metre of collector per citizen by 2020’’ Thank You!