suntron report of solar charger 2

8/8/2019 SUNTRON Report of Solar Charger 2

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Suntron plug into the sun

Prepared by: SHERRY HENRY

MARKETING

RESEARCH

PRE LAUNCHING MARKET RESEARCH

REPORT FOR A SOLAR MOBILE

CHARGER



TABLE OF CONTENT

Executive Summary Introduction & Background

Marketing Research Proposal

-Formulate Decision Problem & Decision Alternative

-Quantitative Research Report

-Survey Method

-Questionnaires

-Results

-Survey Instruments

-Marketing Environment & Segmentation

-SWOT Analysis

-Marketing Mix

-Branding strategies

-Some strategies to become success

Conclusion

Heliography/Bibliography



Executive Summary

This marketing research report comprises of various information which We

have been collected from primary as well secondary sources. We have

prepared this market research report on a solar charger which our companyis planning to introduce in the market very soon while preparing this report

we have been used many data collection method such as survey,

questionnaire, observation, interview. The aim behind this research was to

understand the customer segment (who all are the prospects for this

solar charger), customer behavior towards this charger (whether they

like this or ignore it), evaluating the mobile phone market in terms of its

yearly growth, unit sales, revenue, number of players exist in the market, &

their core competencies & product differentiation strategy.

With the help of this research our company would get some valuable

information, which we required at this pre launch stage so we can analyze

the information.

The Segmentation chapter covers the following: Products and Service

Segmentation, Major Market Segments, Industry Concentration and

Geographic Spread. The Products and Service Segmentation section details

the key products and/or services provided by this industry, highlighting the

most important where possible to demonstrate which have a more

significant influence over industry results as a whole. The Major MarketSegments section details the key client industries and/or groups as well as

giving an indication as to which of these are the most important to the

industry. The Industry Concentration section provides an indicator of how

much industry revenue is accounted for by the top four players. The

Geographic Spread section provides a guide to the regional share of industry

revenue/gross product.

There are some other topics such as weakness, opportunity, threats &

marketing mix some strategies which our company has to follow for

capturing the market are also given in this report



ABOUT OUR PRODUCT A Suntron charger

This Solar technology typically used in the aerospace, bicycle, alternative

energy and automotive industries. The design of a solar mobile charger is

severely limited by the energy input into the mobile (batteries and power

from the sun).

The new great investment to make is solar mobile phone chargers. With

their ability to eliminate the need of standard chargers and wall outlets,

along with preserving the environment, picking one of these devices up can

be of huge value and use.

The Solar-powered Charger is a new concept of the 21st Century. It utilizes

abundant natural energy and hence is environmentally friendly.



This is a portable solar charger. You can get your mobile phone, digital

camera, PDA, MP3 and MP4 charged up any time in the daytime. It is of

stylish design and convenient to use.

The portable solar charger has a built-in Li-battery, which can support your

mobile phone with hours of talk time depending on the capacity of built-in

battery and model of your mobile phone.

The simplicity of this product and incredible benefit, it provides for people in

charging a cell phone anywhere is priceless. Whether someone is stranded,

camping, or out of wall outlets, a solar cell phone charger can make all the

difference.

Until the past few years, the sun has been overlooked in the ability to

produce energy for devices and anything requiring electricity. However, with

the invention of solar panels and other solar devices, solar chargers have

joined the group also.

The process in which these solar phone chargers produce and transfer

energy is very simple. These devices absorb sunlight which makes energy,

which is transferred to cell phones and other compatible electronic devices.

For those requiring a cell phone charge at nighttime, there are storage units

available that can hold deposits of energy until they are needed.

Producing kilowatts through electricity costs money, and by eliminatingelectricity usage, there is money to be saved. This is where solar cell phone

chargers come into the picture.

With the average charge of a cell phone that requires two hours of charging

at 0.06 kilowatts per hour, the cost is very small. Unfortunately, people tend

to leave their chargers plugged into the outlet throughout the day and night,

sometimes never taking time to unplug the electricity draining charger.

By utilizing solar cell phone chargers, the potential of wasting electricity and

money is eliminated because the standard chargers can be stored away.

Depending on the wattage of the solar cell phone charger, to fully charge a

cell phone can take anywhere from thirty minutes to three hours.



Marketing Research P roposal

1. FORMULATE DECISION PROBLEM & DECISION ALTERNATE:-

Our product is a new in the market, first time in India it would be our

company which is planning to introduce solar charger. For this we have

to collect information related to several aspects. As we all know that

the first step in every marketing research is to define the problem & for this we must be clear with our research objective for which we are

doing this project & objectives are given below.

1. To understand the consumer segment

2. To analyze the mobile phone market

3. To understand the market size for our product

Our research is based on this objective so We have kept all these

objectives in ours mind while collecting the data.

DECISION ALTERNATIVE:-

In decision alternatives all those source comes which helps us in

reaching to a right conclusion for a given particular problem.

Research objectives

The objective of this research study are given below

To understand the consumer segment To analyze the mobile phone market To understand the market size for our product

To forecast the future of our product



Information needed:-

In this research we require different type of information from the different

sources as we know that our product is the first product in its market so weneed to collect more specific information. The success & failure of anyproduct in its market does depend upon the information which the

researcher collects while preparing the research report.

Mobile phone market:- in the initial stages we should collect the

information from the appropriate market such as size of the market in terms

of rupees, number of mobiles per year sold, revenue generated per year.

Consumer segment:- consumer segment comprises the appropriate

customer for our product or we can say prospect. This is one of the

important objectives of our research because the information which wecollect about segment helps us in understanding & identifying our

customers.

Benefits of this research to our clients:-

Research is one of the ways to understand & evaluate the market by

collecting the primary & secondary information as we all know the some

where research helps to our client means they are the one who gets the

benefit from this type of research. When research is completed then

company gets valuable information about the product & this information canbe either positive influence or negative influence. It’s up to company that

how it changes the negative influence by adding some more features to thesame product or fulfilling the gap which required after analyzing the market

& converts it into the positive influence.

Client is the one for whom company wants to provide the maximum

satisfaction always try to provide more than his/her perceived satisfaction &

research is the way through which company can understand the customer in

better way.

After conducting this research we have got the information which we

required here in this research project every questionnaire helped me lot in

solving & understanding one particular problem.



1. Qualititative research report:-

In marketing research qualitative research means an unstructured,

exploratory research methodology based on small samples that provideinsight & understanding of the problem setting. This whole research has

conducted by using this research technique.

METHODOLOGY:- in this research report there are many methods which I

have been used to collect the data such as primary data collection method

same as secondary data collection method & the last one the survey

method. Methods are nothing these are the way which helps us in collecting

the right information about the particular problem.

This research was conducted by collecting the information from theparticipants.

TARGET POPULATION:- our target population was every person who is

using cell phone, because they are facing the problem of charging the cell

phone due to electricity shortage & we have collected the data from more

than 100 respondents .

Results:-

The users of cell phones are facing problem for charging their phones

due to high electricity shortage in India.

They are willing to solve this problem because they are feeling very

difficulties to run their day to day operations because cell has become

necessity in today life.

About 90% of the people surveyed said that they will accept the solar

charger because it has many advantages, e.g., time saving, low cost

and even save energy in it when no sunlight present.

The price of the charger is also reasonable for the consumer and they

are willing to pay that price.



CASE STUDY

I have collected the data through questionnaire, experiment & simulation fro my

new product SUNTRON and the results are given below.

1. Are you using cell phone?

Yes

No

2. What is your purpose of using cell phone?

For Entertainment

For Business

For Communication

3. While purchasing cell phone, which feature does you like most?

Talk time

Storage memory

4. What is the battery timing of your cell phone?

1 day

2 day

3 days

5. How many times you charge your cell phone?

One time in a day

After one day

After two days



6. Do you feel problem while charging your cell phone during load shedding?

Yes

No

7. If yes, then do you want to solve this problem?

Yes

No

8. if a new technology is given to you, which can charge your cell phone,

even if there is no electricity, will you accept it?

Yes

No

9. What price you can pay for this technology?

1000 to 1500

1500 to 2000

2000 to 2500

Results

Q# 1: Q# 2

100%

0%0%

20%

40%

60%

80%

100%

120%

yes no

Cell Phone Users

16% 9%

75%

0%10%20%30%40%

50%60%70%80%

Purpose of using cell phone



According toour

survey, almost 100%

of the people, we surveyed, use cell phones.

According to our survey, people use cell phones for the

Entertainment, business & communication respectively

Q#3 Q#4

The main features preferred by users are Talk Time

& Storage Memory with a percentage of 59% & 41% respectively.

The battery timing of cell phone is usually one day, two days or

three days with percentages of 39%, 36%, & 25% respectively.

Q#5 Q#6

59%

41%

0%

10%

20%30%

40%

50%

60%

70%

TALK TIME STORAGE

MEMORY

Preferred Features

39% 36%25%

0%10%20%30%

40%50%

ONE

DAY

TWO

DAYS

THREE

DAYS

Battery Timings

of Cel Phones

44%37%

19%

0%

10%

20%

30%

40%

50%

ONE TIME

A DAY

AFTER

ONE DAY

AFTER

TWO

DAYS

How many times cell

phone is charged by

people?

71%

29%

0%

20%

40%

60%

80%

YES NO

How many feel problem

while charging cell

phone?



About 44 % of people charge their cell phones one time a day,

About 37% after 0ne day, and the rest charge after two days.

About 71% of the people said that they feel difficulty while

charging the cell phone if there is electricity shortage,

While rest 29 % feels no problem.

Q#7 Q#8

The 98% of the persons, who feel problem,

want o solve this problem, while 2 % do not want to solve this.

About 89% asked that they will accept new technology while

the rest will not.

Q#9

98%

2%0%

20%

40%60%

80%

100%

120%

yes no

How many want to solve

this problem?89%

11%

0%

20%

40%

60%

80%

100%

yes no

How many will accept new

technology?



When the people were asked that how much they can pay for this new technology, the following result appeared.

500-1000 8%

1000-1500 64%

1500-2000 15%

2000-2500 13%

Conclusion

We have concluded the follow ing points after our research,

The users of cell phones are facing problem for charging their phones

due to high electricity shortage in India.

They are willing to solve this problem because they are feeling very

difficulties to run their day to day operations because cell has become

necessity in today life.

About 90% of the people surveyed said that they will accept the solar

mobile charger because it has many advantages, e.g., time saving,

low cost and even save energy in it when no sunlight present.

The price of the charger is also reasonable for the consumer and they

are willing to pay that price.

The idea is a innovation in the market and will have high growth rate

and will get high market share very soon.

8%

64%

15% 13%

0%

10%

20%

30%

40%

50%

60%

70%

Willing price by

consumers?



The

Final

Report

MARKET RESEARCH



Market research often refers to either primary or secondary research.

Secondary research involves a company using information compiled from

various sources, which is about a new or existing product. Primary market

research involves qualitative research (such as focus groups or one-on-one

interviews) and quantitative research (such as surveys) as well as field tests

or observations conducted for or tailored specifically to that product. Primary

research, which is also called field research or original research, is useful for

finding new information and getting customers' views on products.

The Marketing Environment Marketing environment consists of the actors and forces outside marketing

that affect marketing management’s ability to build and maintain successful

relationships with target customers. The marketing environment offers both

opportunities and threats. The environment continues to change rapidly. The

marketing environment is made up of Micro-environment and Macro-

environment.

The Micro environment consists of the actors close to the company that

affect its ability to serve its customers. These actors are: the company,

suppliers, marketing intermediaries, customer markets, competitors and

publics.

The Macro environment consists of the larger societal forces that affect

the microenvironment. These forces are: demographic, economic, natural,

technological, political and cultural forces.



Micro environment

1. Customers

Customers are the king in the marketing. Every activity should be done in

order to satisfy customer needs and wants. Customers are the major

components of the micro environment of marketing. Customers include

consumer market, business market, reseller market, government market

and international market. Marketing management should formulate and

implement the plans and policies as per customer's needs and wants.

2. Suppliers

Suppliers are also one of the important components of micro environment of

marketing. They are an important link in the firm's overall customer value

delivery system. They provide the resources needed to the firm. The firm's

suppliers include raw material supplier, machine supplier, human resource

supplier, technology supplier, capital supplier etc. They play an important

role to get success in marketing. Marketing management must watch supply

availability their facilities and price trends.

3. Intermediaries

Marketing intermediaries are also major components of the micro

environment of marketing. They help the firm to promote, sell and distribute

its goods and services to the customers. Resellers, physical distribution

firms, marketing services agencies, financial intermediaries, etc. are the

example of marketing intermediaries. Marketing management should take

care while choosing marketing intermediaries.

4. Competitors

A competitor is one who sells a product or service in the same market at

similar prices. They are also major components of micro environment of

marketing. This is the age of tuff competition. So marketing management

must carefully identify and analyze its currents and potential competitors. It

must try to do better than other competitors or to win over some of its

customers. It must gain strategic advantage by positioning their offering

strongly against competitors offering in the minds of consumers.



5. Publics

The micro environment of marketing also includes various publics. A public

may be any group of persons that has an actual or potential interest in or

impact on the firm's ability to achieve its objectives. Publics include financial

publics, government publics, local government, media publics, generalpublics, citizen-action publics, internal publics, etc. Marketing management

should maintain the good relationship with them.

Macro environment

Macro environment

THE DEMOGRAPHIC ENVIRONMENT

We will be targeting all segments of the people, by providing them all kinds

of services according to their need or wants. For example, the demographicsof our costumers are given below

Demographic

Age – All age group Gender – Male, Female Income – All income groups Occupation – Every sector Religion – Irrespective of religion

Geographic

World region – Asia Country – India Cities – Reach out maximum places Psychographic

Social class – All class of people Lifestyles – Urban, rural, and even far villages Behavioral

Benefits – Quality Loyalty status – Strong



THE ECONOMICAL ENVIRONMENT

The people are facing a shortage of electricity and it has become a crisis to

every citizen of India. This is evidence as the price of electricity is increasing

and the probability of the price of a barrel to increase at any day is very

high. Therefore, this product will help customers to save money because it

consumes no electricity. On the other hand, customers will be able to satisfy

with this kind of product because it is not too expensive and everybody has

the privilege to afford one. This product will satisfy the superior value of all

different customers since it has a very good design to solve electricity

shortage, less expensive, and can be affordable to anyone.

THE TECHNOLOGICAL ENVIRONMENT

The fastest growing of information technology helps this product to be at its

best. Its design is basically provided with the help of information technology.

Looking at its design, this product benefits a lot from the technological

sectors. This proves that this product is favorable to the environment. Also,

this product can be modified or even upgraded to the standard where it will

be suitable at any environmental condition. The Information technology isvery effective in letting this product to be very efficient. In this case, it helps

customers to satisfy this kind of product in this technological environment.

THE SOCIAL AND CULTURAL ENVIRONMENT

It is believed that protecting the environment is a great concern. Therefore,

this product is purposely designed to be environmentally friendly. As a

result, most people in the India and elsewhere are willing to offer such kindof product to save the environment. If more and more people are keen to

buy such kind of product then the environment would be safe at any cost.

Consequently, people will be more supportive to save what is best for the

communities and the environment.



SWOT ANALYSIS

Strengths

Meet an emergency

When you go outside or power out, you can also use your mobile phone with solar energy.

Easily portable

Modern design, stainless steel case, small size, convenient to take with

Fits Mobile phone, digital camera, PDA, MP3 and MP4

Whenever and wherever you are, you can charge your mobile phone in

time, and you could talk on the phone when charging.

High efficiency

Charging 60 minutes, the charger could transfer the energy from the

build in battery into your mobile phone battery, and could give you

100-150 minutes' talk time

Environment friendly

It is not harmful for the environment.

Also save energy when no sunlight available

These cells also save energy for charging cell phones at night time.

Convenience to use



Opportunities

No competitor

Can get high market share very soon

Energy efficient

Having built in battery which store energy

Available in different colors

Threats

Competitors can come easily

Electricity problem can be solved in future & this will be the end

of our business

In beginning we may earn low profit margin



MARKETING MIX

A Marketing mix is the division of groups to make a particular product by

pricing, product, branding, place, and quality. Although some Day one

marketer have added other P's, such as personnel, packaging and physical

evidence, the fundamentals of marketing typically identifies the four P's of

the marketing mix as referring to:

"Marketing Mix" is set of correlated tools that work together to achieve

company's objectives, they are: product, price, promotion, place.

The set of controllable tactical marketing tools, product, price,place andpromotion - that the firm blends to produce the response it wants in the

target market:

Product - A tangible object or an intangible service that is mass

produced or manufactured on a large scale with a specific volume of

units. Intangible products are often service based like the tourism

industry & the hotel industry. Typical examples of a mass produced

tangible object are the motor car and the disposable razor. A less obvious

but ubiquitous mass produced service is a computer operating system.

Price – The price is the amount a customer pays for the product. It is

determined by a number of factors including market share, competition,

material costs, product identity and the customer's perceived value of the

product. The business may increase or decrease the price of product if

other stores have the same product.

Place – Place represents the location where a product can be purchased.

It is often referred to as the distribution channel. It can include any

physical store as well as virtual stores on the Internet.



Promotion – Promotion represents all of the communications that a

marketer may use in the marketplace. Promotion has four distinct

elements - advertising, public relations, word of mouth and point of sale.

A certain amount of crossover occurs when promotion uses the four

principal elements together, which is common in film promotion.

Advertising covers any communication that is paid for, from television

and cinema commercials, radio and Internet adverts through print media

and billboards. One of the most notable means of promotion today is the

Promotional Product, as in useful items distributed to targeted audiences

with no obligation attached. This category has grown each year for the

past decade while most other forms have suffered. It is the only form of

advertising that targets all five senses and has the recipient thanking the

giver. Public relations are where the communication is not directly paid

for and includes press releases, sponsorship deals, exhibitions,

conferences, seminars or trade fairs and events. Word of mouth is any

apparently informal communication about the product by ordinary

individuals, satisfied customers or people specifically engaged to create

word of mouth momentum. Sales staff often plays an important role inword of mouth and Public Relations



PRODUCT AND BRANDING STRATEGY

What is a Product?

Product is anything that can be offered to a market for attention, acquisition,

use, or consumption that might satisfy a want or need. Products include

more than just tangible goods. Broadly defined, products include physical

objects, services, events, persons, places, organizations, ideas or mixes of

these entities. Services are a form of product that consists of activities,

benefits or satisfactions offered for sale that are essentially intangible and do

not result in the ownership of anything.

Example: banking, hotel and airline.

Products, Services and Experiences:

Today, companies are creating and managing customer experiences with

their products.

Levels of Products and Services:

Product Planners need to think on three levels:

1. Core Benefit: This addresses the question “What the buyer is really

buying?”. At this level, marketers must define the core: problem-solving

benefits or services that consumer seeks.

2. Actual Product: At this level, the core benefits must be turned into

actual products. Product planners need to develop product and service

features, design, quality level, brand name and packaging.

3. Augmented Product: Finally at this level, the product planners must

bundle the products with services. They must build an augmented product

by offering additional consumer services and benefits.



CORE PRODUCT

Core Product is the problem solving services or benefits that why consumers

purchase the product. By applying this concept to SUNTRON, you can state

that the core product is to get your cell phone or other electronic appliances

charged at any where, any time without the fear of electricity load shedding.

ACTUAL PRODUCT

Actual product meaning the product’s parts, quality, features, design, brand

name and other attributes received. Now, if we use these things and

combine it with SUNTRON we can state that the actual product is:

SUNTRON, as the brand name, it matters little about the name people will

recognize the brand in an instance, and features such as the fact that the

charger is of best quality, has attractive packaging, beautiful design, easily

portable, and the main feature is it can store energy in it and this stored

energy will charge your cell phone when there will be no sunlight.

AUGMENTED PRODUCT

Augmented product is the additional consumer services and benefits built

around the core and actual product, as well as add value and differentiate

the product from its competition. The augmented product for SUNTRON isafter-sale services such free delivery, free repairing, 6 months grantee.

PRODUCT ATTRIBUTES

Product attributes consist of several categories, such as Product quality,

Product features, Product style and design. For Suntron product quality is

the performance quality, because it can give satisfaction to the consumer

because it charge the mobiles when no electricity available.. And as forProduct style we know that SUNTRON offers many colors and many styles

used to attract attention from trendy consumers, and general consumers.

For Product design, the charger has very beautiful design; it is just like a

mobile phone.



PAKAGING OF SUNTRON

The packaging of SUNTRON is very attractive and safe. It has very beautiful

design. There is also a pouch in the box, which is for the solar charger, it will

make charger safer.



Branding strategy:

a brand is a name, term, sign, symbol, or design, or a combination of these

intended to identify the goods & services of one seller or group of sellers and

to differentiate them from competitors.

For our product,

Name Suntron

Sign plug into the sun

Design Attractive

Color Available in many colors

Brand strategy Priv ate brand st rategy



Distribution of SUNTRON

Distribution channel:

A distribution channel consists of set of people and firms involved in the

transfer of title to a product as a product moves from producer to ultimateconsumer or a business user. A channel of distribution always includes a

producer and a ultimate consumer for the product as well as any middleman

such as retailers and wholesalers.

Major channels of distribution

Many distribution channels exist today for consumer goods, business goods

and for services. Here we discuss about distribution channels of consumergoods.

Distribution channels of consumer goods

Producer to consumer

Producer to retailer to consumer

Producer to wholesaler to retailer to consumer

Producer to agent to retailer consumer

Producer to agent to wholesaler to retailer to consumer

DISTRIBUTION CHANNEL OF SUNTRON

This is also called direct marketing.

For direct marketing we will use the strategy of network marketing

and we will adopt the intensive distribution for our product.

Producer

Consumer



PRICE

The amount of money charged for a product or service, or the sum of the values that

consumers exchange for the benefits of having or using the product or service.

Pricing strategies

For our product SUNTRON, we will use the market skimming pricing

strategy, because the product is new in the market and no competitor is

available in the market.The price will be 600 RS,

Product’s cost model

Factory price after al expansive and tax 250 RSSelling price to dealer 450RS

Production per month 700 pieces

Profit per month: RS : 10500

PROMOTION

Main role of promotion is to find out the potential or intended customers. Promotion has

three main objectives

To inform

Persuasion

To remind



Promotion methods

PERSONAL SELLING

Personal Selling largely takes place at the Dealers’ End. The way the

customer is attended depends mainly on the Dealer as he acts as aninterface between the company and the Consumer. The various cases in

which Personal Selling takes place is Individual Sales, Corporate Sales,Sales Presentations, Fair and trade Shows. Mostly in case of Individual

Sales the Customer goes to the showroom and takes a look at the

product. There he is attended to by the Sales Personnel of the Dealership.

Sometimes the Senior Sales Executive has to make Sales Presentation toCorporate Buyers. Personal Selling is also practiced at Trade Fairs and

Auto Shows wherein the Company appointed Sales Personnel attends

prospective customers and also book their orders.

DIRECT MARKETING

In the case of Direct Marketing the Company Officials directly contact

the Prospective buyers with the information available through various

sources. For example in case of Road Shows, Trade Fairs, Auto shows

etc. Sometimes the existing customers also provide references of

prospective buyers such as their friends or relatives.

Media Strategy

*Dramatic and high impact launch

* High visibility

* Push brand image even by the media vehicle

Building impact through multiple-media

* PR, Mass Media, Direct Marketing, Events

Mass Media

‘While the media targets would be achieved through the right selection

of the media mix, the SUNTRON, media posture was to ensure that

SUNTRON was present on the decided media but ‘with a difference.’

SUNTRON would use media innovations to create differentiation on

the traditional media and do things in a ‘bigger and better’ manner.



Customer Relationship Management (CRM)

CRM as a tool was used to create positive word-of-mouth, to monitor

customer experiences and generate referrals. A series of CRM activities

were implemented with regular direct communication, events and

customer research. The CRM plan included a welcome Pack on filling

up Scorpio Club (Top Gear) form, satisfaction surveys, Events, Festive

offers, Rewards Program, etc.

We will promote our product by various mediums given below

Television advertisements

Advertisements to promote and market our product are shown on leading television channels.

Major music and sports channels promote and they reach out to the youth will be promoted

Radio

Radio is the medium with the widest coverage. Studies have recently shown high levels of

exposure to radio broadcasting both within urban and rural areas, whether or not listeners

actually own a set. Many people listen to other people's radios or hear them in public places. So

radio announcements are made and advertisements are announced on the radio about the product

features and price, qualities, etc.

Print Ads

Daily advertisements in leading newspapers and magazines are used to promote the product.

Leaflets at the initial stage are distributed at railway stations, malls, college areas and various

other locations.

suntron report of solar charger 2

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