Industry Overview

Industry is expanding exponentially in the last 8 years from 8756Mw in 2007 to 305000Mw
in 2016 worldwide. Europe is the most developed region with 50% of world solar power
generators while MEA is just 1%. Industry has a record growth and expected USD1.3 trillion
of Global GDP by 2030.

Industry targets 24.4million jobs by 2030. The increase in the share of renewable energy in
the global energy system will impact both fuel importers and exporters. Lower the green
house emission gases by 16% and fossil fuel consumption reduction by 20% by 2030

About the company

Vikram Solar Pvt. Ltd. is an Indian company based in Kolkata.Second-largest solar energy
company in India by revenue. Owner of the company is Mr. Gyanesh Chaudhary

Founded in the year 2006. Revenue of the company is Rs 6.2Billion in the year 2014-2015.
Companies deals in manufacturing solar modules and solar power plant operations and
maintenance. In 2015 the company completed the first floating solar power plant in India.
Company has a global presence in countries like Germany, United states, Japan, Kenya,
Uganda and Latin America.

Marketing MIX ( The 4 Ps)

Product: The products manufactured by the company are:

PV Modules(Photovoltaic Modules)
3 Bus Bar 4 Bus Bar

Solar lighting Systems

Solar Power Packs

EPC Solutions (Engineering, Procurement, Construction)

Price: For pricing the products Vikram Solar should keep the following things in mind

New in the market, high competition

Focus based on government subsidies: the pricing should be kept after
including the subsidy consideration
Competition oriented: price near the competitors price
Economies of scale achievable with high product volumes: try to increase sale
as economies of sale would help in reducing prices and would be easier to
export in bilk
Market penetration benefit: launch the products at a price lower than
competition to gain market share and then increase later

Place:

Initially Vikram Solar will open 6 outlets across UAE.

They will Deploy 12 persons in the sales force across UAE

For utilities with small service territories, it is clearly appealing to have the system
sited within the service territory and close to customers.

For utilities with larger footprints , this issue is complicated by the fact that supply
cant technically be local for everyone, though it can be relatively closer and more
visible to a high percentage of customers.

Location Pros Cons

Local (within an urban area) Marketing: People connect to Most expensive option (up to
a project they can see. 50% more costly).

Regional (further from Lower capital and operational Much less visible to
population centers, but still costs customers
within service territory)

Distribution channels:

Areas/Segments

o Mfg Industries
o Infrastructures
o Hospitality
o Household
 Channels

Outlets

Distributors

System Integrators

E-commerce

Promotion:

Active participation in trade fares and exhibitions

Advertising in trade journals

Free service for initial months (depending on the project)

Newsletters Digital advertising

Target Market
For engineering, procurement and construction soultions

Construction companies

Emmar

Nakheel

AL Rostamani Group of Companies

Khansaheb Civil Engineering L.L.C

For solar panels PV solutions

Dewa Approved contractors

Demand

Suitability of the region

Abundant resource for solar power

60% of area suitable for PV Installation

1% of this area can create 460 MW of power

Future prospects

The Dubai Clean Energy Strategy aims to provide 7 per cent of Dubais energy from
clean energy sources by 2020 ,25 per cent by 2030 and 75 per cent by 2050.

Dubai proposed first phase 1000MW solar park for vision 2021.

Also proposed 3000MW power plant for 2030.

Abu Dhabi Masdar city has a 10MW solar operational plant and 100Mw of shams
solar power station is on test production.

By 2030 all buildings in Dubai should be Solar operated.

Branding Positioning & Segmentation

Finding the right message is an important component of success in marketing solar

energy.

The distinct segments identified for Vikram Solars are households,

hotels/lodges/small shops and builders/construction houses/architects. We propose
following product variants as per the segments:
 Radiance series: This product variant for households segment is the basic
model. It will have a one year warranty, guarantee assistance during
installation and will come with a green packaging to convey eco-friendliness.

Challenger series: This is meant for medium-scale applications. The product

features will include 3 sizes to suit the capacity, superior efficiency, chassis
and panel colours that would match the ambience, 3 year warranty and better
after-sales service.

Innovator series: This variant is meant for large scale capacity requirements.
It will be modular in nature to enable capacity additions in stages as needed
and can be customized to suit the location of installation, the aesthetics as well
as space constraints. It will come with a 5 year warranty and after-sales service
components like free periodic checks, free replacements for minor component
defects etc.

Competitor Analysis

Dusol Dubai

DUSOL invests its time and energy to convert energy from the sun. Solar energy is abundant,
almost infinite and long-lasting. At DUSOL, they provide a helping hand to mankind to
convert this abundant source of energy into a from that is beneficial and can be utilized.
Provides solar panels to help convert solar energy into usable electrical energy. We also offer
wind turbines to extract tons of energy stored in the blowing gusts of wind into usable forms.

DuSol is based on TWO very strong foundations.

A background of 20 years of manufacturing experience of its stake holders.

Real life experience of system integrators, who have been servicing the specific
market of MENA.
SOME OF THE USPs of DUSOL:

All new Japanese technology and Japanese machines especially designed and
developed for DUSOL.

Raw material from European manufacturers with long history in the same industry for
long.

25 years of warranty claimed in DUBAI.

TUV-Intercert certfication for Power production, safety, dust, sand storm, hails and
fire.

Ready stock available in DUBAI for immediate delivery.

PRODUCTS: -

SOLAR PANELS

CHARGE CONTROLERS

BATTERIES

INVERTERS

BATTERY CHARGERS

INVERTERS + CHARGERS

WIND TURBINES

WATER PUMPS

ACCESSORIES

SOLAR THERMAL

SOLAR STREET LIGHTS

REFRIGERATORS

City Solar Dubai

City Solar is one of the leading companies specialized in Solar Photovoltaic (PV) power
generation in United Arab Emirates. The company has built its reputation on the ability to
design, source, install, commission, operate and maintain Solar Power Systems and offer full
turnkey solutions at competitive prices either in on-grid or off-grid schemes. Structured in a
decentralized way, the company is able to respond to its clients needs in a very quick and
efficient way.

SERVICES

Turn-key solutions for Solar Photovoltaic Systems

The main goal is to provide their customers in the region with easy access to and economic
use of solar technologies.

The Company will be the one who is responsible for procuring all equipment and materials
necessary for the project to be constructed entirely by them and verified that its functioning
perfectly.

Furthermore, their team will carry out the project budget management for you.

Hollandia Solar
Hollandia Solar is a system designer and integrator of Solar systems. Originated more than a
decade ago in The Netherlands, Hollandia Solar belongs to the Hollandia Group which
designs and manufactures its products in-house by the name of Hollandia Power. Hollandia
Solar has offices all over the world. Hollandia Solar has expertise in all types of Solar
Solutions. From basic home lighting systems and stand-alone solar street lights to
complicated Telecom solutions with online monitoring.

The Company represents many leading Solar Manufacturers around the world. Some
products offered as follows: Panels, Batteries, Charge Controllers, Inverters, Water Pumps,
Street Lights, Cables, DC lights, LED Lights, etc.

Some of our largest customers are: Tata BP Solar, US ARMY, Indian Government, various
Telecom Operators, various Non-Governmental Organizations, Governmental Rural
Programs, Banks, World Bank and many more.

PRODUCTS

SOLAR MODULES

SOLAR BATTERIES

CHARGE CONTROLLERS

INVERTERS

LED LIGHTING SOLUTIONS

WATER HEATERS

SOLAR REFRIGERATORS & FREEZERS

SOLAR WATER PUMPS

MOBILE CHARGERS

SWOT Analysis

Strengths

500 MW annual production capacity

 Advanced research and development infrastructure

Old player in the industry

Present in more than 8 countries

Weaknesses:

No plant in the GCC region, new to the region

Dubai being a huge market, heavy investment is required

Opportunity:

Growing market of sustainable energy

Government support

Cheaper source of energy(long run)

Pressure by the government to go solar(Dubai Shams Inititative)

Threats:

Growing competition

New to the GCC region