Date post: | 03-Jul-2015 |
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Engineering |
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Ian Draisey
Managing Director, BayWa r.e. Solar Systems Ltd
Page 1NSC 26.6.2014
Impact of global brands and market forces on
the UK PV market
Page 2
2000 to 2011 Marketing Director – Dulas Ltd
2011 to present Managing Director – BayWa r.e. & DulasMHH Ltd
2012 to present Director Solar Trade Association
Some Background:
NSC 25.6.2014
Page 3
General Market Forces – Installer/Customer Dynamic
Manufacturers Perspective – UK PV Landscape
Brand significance – does it really matter?
What I’m going to talk about:
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Page 4
Back to first principals: Porter’s 5 Forces
Installers joining MCS
M&E, Contractors &
Utility Companies
A better option than
PV? (SHW…)
Heat pumps & EE
10% interest?
Better home
improvement?
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Page 5
Drivers to demand:
Energy price announcements.
Less negative, more positive media?
Finance propositions – Hitachi, Barclays and many more
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Page 6NSC 25.6.2014
-
10,000
20,000
30,000
40,000
50,000
60,000
70,000
80,000
90,000
100,000
kWp
kWp by band - Install rates 2013 - present
>0-10kW
>10-50kW
>50kWp
Total
UK Residential 1. Demand
© 2013 NPD Solarbuzz. All rights reserved. 7
Survival
NSC 25.6.2014 Page 8
2010 – 800+ Global
PV Manufacturers2014 – 100?
2020 – 8?
Page 9NSC 25.6.2014
UK PV Landscape
Manufacturer
A
PV Industry – Installers, trade associations,
merchants, distributors, retailers, financiers etc
Opportunities
Impacts
Challenges
Page 10NSC 25.6.2014
UK PV Landscape
Manufacturer
A
PV IndustryOpportunities
Impacts
Challenges
Construction Industry – Installers,
merchants, distributors, developers etc
Challenges
Page 11NSC 25.6.2014
UK PV Landscape
Manufacturer
A
PV Industry
Opportunities
Impacts
Challenges
Construction Industry
Energy Industry – Developers,
landowners, financiers, politicians!, etc
Challenges
Challenges
The Solar Buying Process – What’s the customer thinking?
Page 12
Define
Objectives &
Set Strategy
Explore
Options
Set Vendor
Criteria
Plan &
Implement
Examine the
Alternatives
Make Money
Better investment
CO2 Performance
Improve the house
Save the planet
Impress the Jones’
Solar – free vs paid
PV vs other options
Type of Installer:
• Referral - local
• Utility
• Regional
Do nothing if
uncertain!
Trustworthy
Capable
Cheap
Recognisable
Efficient
Nice
Honest
Price
Technology
Reviews of other
technology
Affordability
Now! or lead time
Free vs Paid
Place the order
Set the time
Arrange the money
Paperwork
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The Solar Sales Process – What’s the installer thinking?
Page 13
Identify &
Qualify the
lead
ValidateDevelop
SolutionInstall it &
support it
Negotiate
and Close
Marketing
• Customer type
• Regional or
National
Tyre kicker?
Google Earth…
Able to pay?
Visit the customer
Initial design
Internal impacts
Payback options
Affordability
Partner knows!
Explore product
options
Final design
Pay or finance
Price agreed
Order placed
Products ordered
Work scheduled
Deposit?
On time
Marketing
(testimonial)
Finance
Snagging
Handover Pack
Registration
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Page 14
The Impact of Brand
Commercial Projects Domestic
Tier 1?
Lombard?
White list?
Experience
PerformanceSolar
known
brandsGlobal
Brands`
LG, Panasonic, Sharp
Hyundai….etc
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Building Brand Equity
NSC 26.6.2014 Page 15
Brand
Equity
Brand
Quality
Brand
Awareness
Brand
Associations
Brand
Loyalty
Organisational Brand Personality
Symbol
Emotional Benefits
Self Expression…
Page 16
FIT is reducing!!
The strongest
influence!!
“Do it once, do it
well!!”
Which brand…!
Make a difference
Futureproof against
energy prices
Coming Soon!!
NSC 25.6.2014
Thank you…..
Any Questions?
NSC 25.6.2014 Page 17
"Top PV supplier wholesale 2014" again this year by EuPD Research.