Case Fact

SAGE ADVANCE
THE COPPER CRICKET SOLAR ENERGY SYSTEM

Introduction
Bob Block ,president of sage advance , which

manufactures the copper cricket (a patented geyser pumping solar water heat for home use). In 1983 they built the first working prototype, end of the 1984 they are searching for licensees for the technology But during the previous ten years of solar tax credits a hurricane on mediocre technology had to swept the solar industry.

Countd.
In 1985 government are canceled tax credit. Next year 85% solar manufacturers disappeared

because of tax credit. They able to sale 30 system to individuals by gaining popularity a new shelter magazine. The firm was not at the breakeven sales level as of January 1, 1991.

The Product
The copper cricket have widely recognized, Popular

science named it one of 1989s Greatest Achievement in science and technology. The geyser pump is protected by a strong patent. A recent survey of copper cricket owners founds that 98 % would recommend the product to a friend.

Feature of the product

No outside power required.

No moving parts to fall.

No maintenance. Freeze proof. Nationally certified. 10 year warranty. Kit form for easy installation. No exposed plumbing. Less expensive than electricity, gas or coal.

The Environment
The energy crisis of 1970 & introduction of tax

credit created a huge market of solar energy system, Particularly solar water heating system. Because of the energy crisis & the removal of the tax credit program in 1985 devastated the industry. In a year approximately 90% of the solar water heater producers dropped out of the business. In 1990s market picture was uncertain, the environment was main concern. The Persian Gulf crisis had increased fuel prices, but an increasing recession had consumers nervous about capital outlays.

Marketing Efforts
The firms marketing efforts have extremely limited due

to its severe cash flow problems. A significant percent of firms sales occur in Oregon. Sages attempts to attract dealers have not been very successful. Two large manufacturing who survived the 1985 shakeout have substantial distribution and sales despite having a less advanced product. To encourage word-of mouth communications. Sage is also working with a number of large electrical utilities.

Discussion Question
How could marketing research have helped Sage

Advance before the cooper cricket was introduced to the marketplace? Ans. Attract Distributors, manufacturers, customers
Able to identify target segment and be able to sale at

lower price

How can marketing research help Sage Advance now? It can test market and make market strategy accordingly. Assume Sage Advance survives its current cash flow crisis , what role marketing research play in the firm? It will grab it business easily

 How should Bob set a budget for marketing

research? Definitely little bit of exploratory research is needed and as company faces fund crisis. It could go with literature review and case analysis(Benchmarking and ethnography).

Campus Overview

Ahmedabad

Kolkata

Mumbai

907/A Uvarshad, Gandhinagar Highway, Ahmedabad 382422.

Infinity Benchmark, 10th Floor, Plot G1, Block EP & GP, Sector V, Salt-Lake, Kolkata 700091.

Goldline Business Centre Linkway Estate, Next to Chincholi Fire Brigade, Malad (West), Mumbai 400 064.

Thank You