Sun-Juice Solar Powered Charger

1-Year Marketing Plan

Student Name: XXXXXX

Student ID

Date: September 15, 2018

Student Mentor Name:

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Table of Contents

Introduction .................................................................................................................................................. 3
Product Description and Classification ......................................................................................................... 3
Product Support of Mission Statement……………………………………………………………………………………………….….3
Consumer Product Classification............................................................................................................... 3
Target Market ............................................................................................................................................... 4
Competitive Situation Analysis ..................................................................................................................... 4
Analysis of Competition using Porter’s Five Forces Model........................................................................ 4
SWOT Analysis............................................................................................................................................... 5
Strengths and Core Competencies ............................................................................................................ 5
Weaknesses............................................................................................................................................... 6
Opportunities ............................................................................................................................................ 6
Threats ...................................................................................................................................................... 7
Market Objectives ......................................................................................................................................... 7
Product Objective ...................................................................................................................................... 7
Price Objective........................................................................................................................................... 7
Place Objective .......................................................................................................................................... 7
Promotion Objective ................................................................................................................................. 7
Marketing Strategies and Implementation................................................................................................... 7
Product Strategies ..................................................................................................................................... 8
Price Strategies ......................................................................................................................................... 8
Place Strategies ......................................................................................................................................... 8
Promotion Strategies ................................................................................................................................ 8
Explanation of Strategies………………………..……………………………………………………………………………………………….7
Implementation Plan ..................................................................................... Error! Bookmark not defined.
Product Tactics .......................................................................................................................................... 9
Price Tactics .............................................................................................................................................. 9
Place Tactics .............................................................................................................................................. 9
Promotion Tactics ................................................................................................................................... 10
Monitoring Procedures ............................................................................................................................... 10
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Introduction
At Company G, our team is driven by a passion to help others improve the quality, and
convenience of their lives by delivering high quality, innovative electronic solutions to everyday
problems. The Sun-Juice Solar Charger is our latest solution and it eliminates the dependency of
an electronic power outlet for recharging your smartphone.

Product Description and Classification

Product Description and Support of the Mission

Company G Mission Statement

“We enable consumers to improve the quality and convenience of their lives by providing
high-quality, innovative electronics solutions.”

Let’s face it, today we can’t be without our Smartphones. They keep us connected, show us how
to get where we are going, and they provide a level of safety and security in an emergency. They
have become so vital that we cannot risk them being down due to a dead battery. However, there
are many times we find ourselves away from traditional power sources and need a way to
quickly recharge the battery so that we never have to face the fear of being without our
smartphones.

Company G understands this need and has developed a smartphone charger that is safe, fast,
durable for outdoor use and not dependent on traditional power sources. The XXXXXX Solar
Charger harnesses the power of the sun to provide you with a fast way to recharge your
smartphone’s battery, even when away from traditional power sources. In addition, the
XXXXXX Solar Charger’s rugged design is water resistant and shock proof, making it the
perfect charger for those that love the outdoors.

Consumer Product Classification

The XXXXXX Solar Charger is classified as a shopping product. With the level of dependency
consumers place on their smartphones, they spend a considerable amount of time researching and
comparing any product that will support the sustained usability of them. Company G’s reputation
of producing high quality, yet affordable electronic solutions will play a vital role in building
trust in the XXXXXX Solar Charger.

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The XXXXXX Solar Charger’s dependability and price point of $49.99, is a product that needs
to only be purchased once in the lifetime of a smartphone and will be sold in specialty
electronics stores and wherever smartphones are purchased.

Target Market
The target market for the XXXXXX Solar Charger are smartphone owners between the ages of
18 and 35 years old. They spend a lot of time outdoors biking, running, hiking, traveling or even
working. They are dependent on their smartphones for music, mapping and directions, staying
connected with family and friends and even as a safety device in times of an emergency. They
are either students or graduates with an upper middle class homelife.

Competitive Situation Analysis

Analysis of Competition using Porter’s Five Forces Model
Competitive Rivalry: The competitive rivalry is relatively low. Even though there are
several companies that produce chargers for smartphones, there are only two that have
the same level of durability, and price point as the XXXXXX Solar Charger. Two of the
biggest competitor products within our price point and degree of durability are the
RAVPower 26800 Battery Pack and the Griffin Survivor Power Bank. While both
products share the same level of water resistance and shock proof durability as the
XXXXXX Solar Charger, they both require a traditional power source outlet to recharge
them. The XXXXXX Solar Charger is the only product in this market, and price point,
that provides the option of recharging by use of solar power, eliminating the dependence
on a traditional power source.

Potential New Entrants: The threat level for new entrants is low as the solar technology
developed by Company G and, used in the XXXXXX Solar Charger which allows for use
in rugged, outdoor conditions, is patent protected. Also, the amount of R&D investment
for creating solar panels is significant and requires a company with the financial
resources, technical expertise and bulk buying power as Company G. Lastly the company
would need to have both technical and outdoor durability expertise which Company G
has due to it vast line of electronic appliance for both indoor and outdoor use.

Bargaining Power of Buyers: The threat level of the bargaining power of buyers is low
for both consumer and retail purchasers. With only two main competitors in the rugged,
outdoor phone charger market, and the fact that the XXXXXX Solar Charger is the only
one that does not require a traditional power source, Company G is the only company
offering a charger which is both rugged and non-dependent of traditional power sources
for recharging.

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 Bargaining Power of Suppliers: The threat level for the bargaining power of suppliers is
high. Due to government regulations on the raw materials used in the XXXXXX Solar
Charger, the number certified suppliers are limited to just two in the United. States.
Although there are options of obtaining these materials from outside the United States,
the high tariffs placed on these goods raises the prices to non-profitable levels.

Substitutes: The threat of substitutes is low. Although other companies offer rugged
chargers, company G’s XXXXXX Solar Charger is the only one that can be recharged by
the power of the sun, eliminating the need of a traditional power source. Other options for
charging without the use of a traditional power source, such as gas-powered generators,
are much costlier, not as portable and, less environmentally friendly.

SWOT Analysis

STRENGTHS *indicates core competency WEAKNESSES

 Patent on Rugged Solar Power Technology*  Limited Number of Suppliers*

 Trusted Brand Strong*  Newly Appointed CEO
 Financial Resources  First Time Offering Solar Product

OPPORTUNITIES THREATS

 Growing Popularity in Outdoor Activities  Advancements in Technology

 Increasing Popularity & Dependency on  Changes to Solar Power Regulations
Smartphones  Shortage of Skilled Solar Engineers
 Growing use of Outdoor Apps

Strengths
Strength (1) Patent on Rugged Solar Power Technology: Company G’s patented, rugged solar
power technology cannot be duplicated by competitors and would require high R&D investments
to build a comparable product.

Strength (2) Trusted Brand: Company G has a strong brand reputation and is known for
producing durable products backed by world class service and support.

Strength (3) Strong Financial Resources: Record profits in the past year has left Company G
financially strong and provides necessary capital to product and take the XXXXXX Solar
Charger to market.

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Weaknesses
Weakness (1) Limited Number of Suppliers: Limited suppliers for raw materials eliminate
Company G’s bargaining power for lower prices.

Weakness (2) Newly Appointed CEO: Although the previous CEO retired on good terms and
hand selected his replacement, the newly appointed CEO has not yet to be tested at leading a
company the size of Company G and could cause uncertainty in the market.

Weakness (3) First Time Offering Solar Product: Although Company G is known for producing
high quality small electronic appliances, this is the first time they have produced a product which
uses solar technology. It is unknown if the consumer will have the same level of trust in the
XXXXXX Solar Charger as it has shown for the more common technologies used in previously
developed products they are known for.

Opportunities
Opportunity (1) Growing Popularity in Outdoor Activities: According to an article by
thecabin.net, which cites the 2017 North American Camping Report conducted by KOA, the
popularity of outdoor activities is on the rise. One key point is that of all Millennials, who
account for 38% of the U.S. population, 51% say they plan to increase their camping in the
following year. As more people spend time with outdoor activities like camping, hiking, running,
or even rock climbing, more people than ever will be spending time away from traditional power
sources, making things like recharging smartphones a challenge. This creates a great opportunity
for an alternative powered smartphone charger.

Opportunity (2) Increasing Popularity & Dependency on Smartphones: According to a report by

Pew Research Center, 77% of all U.S. adults report to own a smartphone. For adults between 18
and 29 years old, which is within our target market of 18-35-year-old, that number is 92%. In
addition, 46% of smartphone owners claim their smartphone is something they can not live
without. This growth in popularity and dependency on smartphones creates an opportunity for
charging solutions that work anywhere at any time.

Opportunity (3) Growing use of Outdoor Apps: App downloads reached 197 billion in 2017 and
are expected to reach 352.9 billion by 2021, according to a report by Business of Apps. Included
in those stats are several popular outdoor apps that are expected to grow by more than 20% in the
next 5 years, like Google Maps, GPS Tracking, All Trails Hiking & Biking, and BackCountry
Navigator. These apps are supported on smartphones and, by the nature of the app, take people
outdoors, away from traditional power sources, and require a good amount of battery power to
run. This opens the opportunity for a non-traditional power source for recharging these
smartphones outdoors.

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Threats
Threat (1) Advancements in Technology: Newer technology lowering the barrier to entry in the
market, which would invite additional competition and drive prices down.

Threat (2) Changes to Solar Power Regulations: Currently the U.S. government has regulation
restrictions on large solar panel mobility as noted in a report, U.S. Market for Solar Photovoltaic
Plug-and-Play Systems, from the Harvard Business Review. If this regulation is changed to
include the mobility of smaller solar panels, it would have a devastating effect on the market for
a solar power charger.

Threat (3) Shortage of Skilled Solar Engineers: Mobile solar technology is a newer technology
and therefore has a limited number of available engineers with solar expertise. Engineers with a
skillset in solar power will be needed to as the market for the XXXXXX Solar Charger grows.
These engineers will be needed in R&D, repair and technical support. A shortage in these skilled
engineers could threaten the growth of the product.

Market Objectives

Product Objective
Company G will sell 10,000 XXXXXX Solar Chargers by 12/31/2018.

Price Objective
Company G will achieve a gross profit of $499,900.00 from the sales of the XXXXXX Solar
Charger by 12/31/2018.

Place Objective
Company G will sell the XXXXXX Solar Charger indirectly through 1 electronic retailer, 1
national cellphone retail outlet, and two online retailers by 10/01/2018.

Promotion Objective
The promotion of the XXXXXX Solar Charger will generate 25% market awareness by
10/31/2018.

Marketing Strategies and Implementation

Marketing Strategies

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Product Strategies
o Design the product in three colors patterns that are appealing to the target market and
gain awareness of the consumer.
o Provide a dedicated 24-7 online support website to show brand support and perceived
quality.
o Design a solar strength indicator light to allow consumers to position the product for
optimum usage for maximum performance, increasing the perceived effectiveness
and usability of the product.

Price Strategies
o Offer retailers a 10% discount on first time bulk order to encourage early adoption
and security against stock shortage.
o Offer a 5% rebate that retailers can keep, increasing their profit margins, or pass
along to consumers to drive retailer’s incentive to promote and sell the product.
o Offer retailers a 10% discount for any orders over 1,000 units to encourage them to
keep stock levels high generating a consistent stream of profits for Company G.

Place Strategies
o Secure distribution agreement with Best Buy and Verizon for national selling and
distribution by 09/20/2018.
o Secure distribution agreement with Amazon and eBay for online selling and
distribution by 09/20/2018.
o Implement a Just-In-Time inventory management system to keep cost down and to
ensure consistent and timely delivery to retailers by 10/1/2018.

Promotion Strategies
o Send joint press releases with both Best Buy and Verizon targeted are our target
audience to drive awareness of product and the retailers that will be selling it by
10/1/2018.
o Launch an Online Paid Media Display campaign which targets websites and blogs
frequented by our target audience to increase awareness and drive traffic to purchase
our product on Amazon and eBay.
o In store demonstration at all Best Buy and Verizon locations to increase awareness
with consumers and demonstrate the durability of the product to increase perceived
value.

Explanation of Strategies
These strategies are designed with the target market in mind and work together to maximize
awareness, increase perceived quality and support, maximize availability and build brand
loyalty. The promotion strategies work together to optimize awareness of the product with
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 the target audience through a three-tiered approach providing national, targeted, and personal
awareness. The placement strategies provide a holistic approach to secure national sales
distribution, control cost, and insure optimum inventory levels keeping the product cost down
and preventing stock out. The pricing strategies work together to drive retailer adoption and
support of the product, incentivizing them sale the product not only at launch, but continually
thereafter. The product strategies are designed to maximize the appeal to our target audience,
demonstrate ease of use and product durability all of which increase the perceived value
which will drive sales. Together, all these strategies will allow us to reach our revenue goals
on time.

Marketing Implementation

Product Action Plan

Tactic Due Date Responsible Party
Research colors patterns that are 09/20/2018 Marketing Manager
appealing to the target market.
Design visual layout for online 09/20/18 Website Graphic Design Team
support website. Manager
Build an electronical engineering 09/20/2018 Electronic Engineering Team
plan for the strength indicator
light.

Price Action Plan

Tactic Due Date Responsible Party
Develop a contract for retails 09/20/2018 Legal Department
spelling out details of the discount
for first time bulk orders.
Draft a marketing plan for the 09/20/2018 Marketing Manager
rebate program for retailers.
Set up process for monitoring 09/20/2018 Director of Information Systems
order size and applying discounts
to orders over 1,000 units.

Place Action Plan

Tactic Due Date Responsible Party
Draft contracts for brick and motor 09/20/2018 Legal Department
retail distribution agreements.
Negotiate with Amazon and eBay 09/20/2018 Executive Director of Sales
on shared profits form online sales.
Implement JIT inventory 09/20/2018 Director of Inventory Management
management system.

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Promotion Action Plan
Tactic Due Date Responsible Party
Work with Best Buy and Amazon to 09/20/2018 P.R. Department
create joint press release.
Research target markets use of 09/20/2018 Social Media Marketing Manager
social and digital media to help
target digital for highest trafficked
areas.
Develop training program for Best 09/20/2018 Marketing Manager
Buy and Verizon employees for
demonstrating the product in
store.

Monitoring Procedures

Monitoring Activity Due Date/Frequency Responsible Party

Monitor monthly units sold using Last day of each month/monthly Marketing Analyst
the monthly sales report with a
target of 3,333 units sold per
month.
Monitor monthly profit statements Last day of each month/monthly Marketing Analyst
with a target of $166,633.33 a
month.
Monthly online meeting with Last day of each month/Weekly Account Executive for each retailer
Home Depot, Verizon, Amazon and (one retailer meeting each week)
eBay to check that the terms of the
retail contracts are being met.
Hold focus groups to measure Last day of each month/monthly Marketing Analyst
customer knowledge about the
product aiming to reach 25% for
each focus group.

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