selco solar products marketing

Product & Brand Management
Shradha Jagasia-34
Solar Electric Light Company, India

Agenda
• Why Solar Energy?
• Selco India-
Snapshot
• Competition-
Snapshot
• Selco- A
Differentiator
• Catering to the
Urban Poor-
Mumbai
• Pilot Launch
• Product
• Price
• Place
• Targeting
• Shortlisting
• Promotion
• Advertising
•PR
• Personal Influence
• Sales Promotion
Sustainable
Models
• Budget
• Evaluation

Why Solar Energy?
6 % of urban
population lacked
electricity
800 million in India
continue using traditional
biomass energy sources –
namely fuel wood,
agricultural waste and
livestock dung – for
cooking and other
domestic
Traditional fuel combustion
is the primary source of
indoor air pollution in India,
causes between 3,00,000
to 4,00,000 deaths per year
and other chronic health
issues.
35.5% of the Indian
population still live
without access to
electricity.
60 % of rural
households have
connection to
electricity grid
Solar accounts for
6% of total
renewable energy
The Electricity Access
Database iea.org 2011
India receives one of
the highest global
solar radiation - an
energy of about 5,000
trillion kWh per year
Affordable &
reliable energy is
the need for
human &
economic
growth

Selco India- Snapshot
 Solar Electric Light Company, India or SELCO India is
a for-profit social enterprise, providing sustainable
energy solutions and services to under-served households
and businesses.
 Founded in 1995 by Dr. Harish Hande an alumnus of IIT
Kharagpur with INR 15,000 funding from its co-founder
Mr. Neville Williams founder of SELF (Solar Electric
Light Fund), a U.S.-based non-profit organization
facilitating rural electrification worldwide.

SELCO India Distribution Network:
HQ
RO
RO
ESC
ESC
ESC
ESC
Salesforce
BA/Tech
Salesforce
BA/Tech
Sales force
BA/Tech
Salesforce
BA/Tech
Customers
HQ:
SELCO INDIA
headquarters located
in Bangalore
Regional Offices:
Located strategically
throughout service
territories, each office
directly manages
about 5 ESCs
ESCs:
SELCO’s Energy Service
Centers, base of sales,
service, and inventory.
Located in central rural
towns.
Salesforce & Business
Associates/Technicians:
SELCO’s direct sales force and
BAs market SELCO’s products
to potential customers.
Technicians look after
technical requirements

SELCO India Products:
Selco offers products mainly in three segments: Solar PV- Photovoltaic,
Solar Thermal, and Cook-Stoves.
Solar Photovoltaic Lighting System
Solar Lighting (CFL and LED)
• Indoor Home Lighting System
• Outdoor Home Lighting System
• Solar Headlamp
Solar Inverter
Solar Cook Stove
Solar Thermal Water Heater
Domestic
Institutional
Selco Customized Products
Solar Powered Sewing Machine
Headlamps for Midwives
Portable Lights for Silk Farmers

SELCO India Finance & Services
 SELCO has leveraged the potential of the
country’s significant rural banking system to
finance sustainable energy systems for poor
rural households.
 Over the years, SELCO has forged
partnerships with nine regional rural banks,
commercial banks, NGOs and rural farmer
cooperatives to develop financial solutions.
 Selco is fundamentally organized around
providing the highest quality service possible for
our customers.
 Upon the purchase of every system, each
SELCO customer receives the following services:
•Custom system design
•Installation
•Training on proper system use
•After-sales maintenance and support

SELCO India Milestones & Awards*
 More than 1,25,000 households and 2000
institutions as clients
 1,35,000 + solar lighting systems set up in
India;
 224 employees;
 38 Energy Service Centers across Karnataka,
Gujarat, Maharashtra & Kerala;;
 Largest solar water heating system ~ 4,00,000
litres for a single client in India
 9 partnerships with Financial Institutions;
 US$ 3.09 million revenue;
 Ashden award for sustainable energy 2005
and 2007;
 Green Energy Award from Prince Charles
2005;
 Ramon Magsaysay Award for efforts to make
electricity affordable and customizable to
poor customers 2011;
* Data- mid 2012

Competition- Snapshot
Set-up- D.light was set up in 2007 by Sam Goldman and Ned Tozun to design and sell
affordable solar lanterns in developing countries.
Place- D.light serves over 62 countries, through over 12,000 retail outlets, 10 field offices,
and five regional hubs. The company employs over 300 people directly, and indirectly
employs hundreds more worldwide. Headquartered in USA, offices in India, China and
Africa.
Products- Solar Lighting Systems
Price- Cost of the products vary between Rs. 450-Rs.6000 depending on the model
Strategy- The company has a mass market strategy that is reaching large scale sales
Market Share- Over 50% worldwide. As on 2013, D.light has 15 million, with main markets in
India and East Africa.

Selco- A Differentiator
 The underserved at the bottom of the pyramid
require innovations in product and finance for them
to afford and access these energy services.
 Financial Risk: Absence of financial innovations.
 Technology Innovations: Manufacturers are unable
to judge the needs of the end-users.
 Lack of Commitment: Most organizations do not
consider innovations for the BOP market a main
priority for the company’s business.

 A combination of innovations in products,
finance, supply and the service ensures that
reliable and affordable energy can be used to
improve the quality of lives of the poor
households.
 Dispelling 3 myths:
Poor people cannot afford sustainable
technologies.
Poor people cannot maintain technologies.
One cannot build a sustainable business
while meeting social objectives.

•Own Service Center-staff
rather than
dealers
Selco- A Differentiator
•Marketed as an utility
investment rather
than consumption/
direct income
expenditure
•Customised solutions
based on needs.
• Facilitates income
generation.
• System Integrator v/s
Manufacturer
• Service orientation v/s
Product focus
• Third party piggy
backing on local
financial infrastructure
• Link financing to
investment and more
importantly HH cash
flow
• Flexible Tenure and
EMIs
•Risk perception
sharing with FIs
Finance Customisation
Marketing Service

Catering to the Urban Poor- Mumbai
* Census data 2011

Pilot Launch
1 2
Product Price
Place
Solar Photovoltaic Lighting System
Promotion
 Luminaries- Rs. 399-1499 depending on
model
 Solar Lighting System- Rs.5,999
 Advertising
 PR
 Personal Influence
 Sales Promotion Sustainable Models
Kurla Slum Area
Pilot
Launch
4 3

Product
Product Features Application Benefits
Solar
Photovoltaic
Lighting System
• Family
Lights & Fans
Panel
Battery
Charge
Regulator
Standalone
System. No Fuel
Houses
Small Business
Schools
Shops
No Black Out
Reliable Power
Easy Financing
Minimum
operation&
maintenance
cost
Door Service
Localised &
Reliable

Price
RANGE OF SOLAR LUMINAIRES , FANS & SYSTEMS
LED- 1.2/2.4/3.6 Watts
CFL- 5 /7/11 Watts
International
Rs. 799
Choice
Rs. 599
Mirror Optic
Rs.1499
Top Candle
Rs. 899
Astra
Rs. 399
Breeze
Rs.999 Solar Systems- 1 panel, 1 battery,
1 charge regulator, 4 Astra lights
Rs. 5999
Easy finance options
available from Janakalyan
Sahakari Bank.
Interest rates are based on
the credit source and
range from 5% to 14%.
Customers typically put
between 10-25% down,
paying the balance over
three to five years.

Place
Area: Slum Areas in Kurla
Unreliable grid connection
Long Power Cuts
Underserved Communities &
Migrant Colonies
Small Scale Business/Institutions
Schools, Religious places
Total Slum Population: Kurla: 6,58,972
% of Households Without Electricity: 98%

Place- Operation Channel
RO
Kurla
ESC
ESC
ESC
ESC
Salesforce
BA/Tech
Salesforce
BA/Tech
Sales force
BA/Tech
Salesforce
BA/Tech
Customers
Kurla E
Kurla W
Regional Offices:
Located strategically
in Chembur, each
office directly
manages about 4
ESCs
ESCs:
SELCO’s Energy Service
Centers, base of sales,
service, and inventory. 2
each at Kurla East & West
Salesforce & Business
Associates/Technicians:
SELCO’s direct sales force
and BAs market SELCO’s
products to potential
customers. Technicians look
after technical requirements.

Place- Operation Flow Chart
Identify Markets
Create
Awareness
Shortlist
Customers
Workout Energy
Requirement
Find Financial
Linkages.
Approve the loan
Do the
Installation
Explain the
Working
Provide
After Sales
Service

Users
Households-hutments/
SRA buildings
Roadside Vendors
Shopkeepers
Influencers
Religious Head
Bank Manager
Local Political Parties
Local MLA
NGO
Initiators & Deciders
Local MLA
Realtors/Builders
Self Help Group
President/Secretary
NGO
Buyers
Municipal School
Principals/Teachers
Bank Manager
Realtors/Builders
Hospital Administration
PO Incharge
Targeting

Shortlisting
Need Affordability
Shortlisted
Customer
Both need and affordability must be analysed while short listing a customer. If there is
need and the customer cannot afford to pay for the product, then the bank linkages
come into the picture.

Promotion
o Create awareness on the use of Solar Lighting System and generate interest
o Emphasize on the benefits- Affordable, Reliable and Sustainable
o Promote trials and adoption
Advertising PR
Personal
Influence
Interviews on TV,
Radio, Newspaper,
Testimonials,
Product Note,
Company Profiling,
Spokesperson
Profiling,
Accolades,
Recognition
Received
Leaflets, Posters,
Pamphlets,
Banners,
Newsletter, Road
Shows,
Exhibitions, Street
Plays
Trials/Samples,
Demonstrations,
PROMOTION PLAN
30% 30% 20%
WOM, Influencer
Demonstration
Sales Promotion
20%
Light Point Project,
Light for Education,
Head Lamp
Scheme
* Collaterals to be printed in
English, Hindi & Marathi language

Posters/Leaflets
Solar Energy Benefits
AFFORDABILITY –Solar
energy is cheaper than
non-renewable sources
RELIABILITY – Solar
energy can be used
throughout the year
SUSTAINABLITY-Sustainable
energy
your homes and small
Selco system consists of panel, businesses
battery & charge regulator. It
could power low voltage
appliance such as light, fan,
mobile charges, TV, radio. Panel
Want to know how???
to be placed south facing
The battery could be charged
Day visit municipal grounds
during the day & and Night
used for 12 hrs
14th Sept 2014 at 5 pm.
without Make the most being of nature’s recharged.
energy resource
Battery charged for 2 hrs can be
..used for 4 hrs
Be there to be the change

Posters/Leaflets- Media Planning
Why
•To create hype and awareness about solar energy.
What
•Communication to focus on affordability, reliability and sustainability of solar
energy and Selco’s Promise.
Where
•Posters to be displayed at/outside post offices, banks, SHG president office and bus
stands where the user TG visit regularly.
•Leaflets to be circulated during the weekend as newspaper inserts.
When
•During peak hours when user TG visit these places.
•While waiting for their work to be done they will be inclined to read the posters
•During Pre launch to create hype and curiosity among all TG.

Pamphlet
RANGE OF LUMINAIRES & FANS
LED- 1.2/2.4/3.6 Watts
CFL- 5 /7/11 Watts
International
Choice
Top candle
Mirror Optic
Astra
COMPONENTS
Panel:
- Size:10-120 Wp
- Warranty: 8 years
- Estimated Life: 15-20 years
- High efficiency monocrystalline/
polycrystalline cells
-All-weather resistant
Battery
- Size: 10-180 Ah
- Warranty: 3 years
- Estimated life: 6-8 years
- Low maintenance,
- deep-discharge, tubular plate
- batteries
- Hard rubber / polypropylene
- container
Charge Regulator
- Protects batteries from
overcharge and deep discharge
The SELCO Promise
AFFORDABILITY -Loans
available through
trusted banks.
RELIABILITY - Warranty
on all components of
the system.
SUSTAINABLITY-Sustainable
energy
equipments for all
SERVICE- Doorstep
service within 24 hours
Breeze
Static

Pamphlet
WORKING SERVICE
90 days money back guarantee.
1 year free service.
Rs.200 pa maintenance.
24*7 service assistance.
Technical visits every 3 months.
Contact:
742, 15th Cross, 6th Phase,
J P Nagar, Bangalore – 560078
India.
+91-80-266-545-09 | 10
+selco@selco-india.com
www.selco-india.com
ABOUT US
SELCO, a social
enterprise, was
established in 1995 to
provide sustainable
energy services to
underserved
households and
businesses. Over the
last 15 years, SELCO
has successfully served
over 100,000
customers, improving
their lives and
livelihoods.
Selco system could power low voltage
appliance such as light, fan, mobile
charges, TV, radio.
Panel to be placed south facing
The battery could be charged during
the day and used for 12 hrs without
being recharged.
Battery charged for 2 hrs can be used
for 4 hrs

Pamphlets- Media Planning
Why
• To create awareness about the company, its products and services
• To provide information on solar energy working
What
• Communication to focus on affordability, reliability and sustainability of solar
energy and Selco’s Promise
Where
• Distributed to the all TG at mass/home demonstrations, exhibitions
• Handed over to influencer TG- bank incharge, religions head, NGOs
• Inserted with regional newspapers through the newspaper vendor
When
• At the end of the demonstration sessions, during exhibitions
• Visiting the influencer TG during their free time- at banks, temples, offices
• Weekend newspaper Inserts

Banners
The SELCO Promise…
AFFORDABILITY -Loans available through
trusted banks.
RELIABILITY - Warranty on all components of
the system.
SUSTAINABLITY- Sustainable energy
equipments for all
SERVICE- Doorstep service within 24 hours
Solar Energy Benefits
AFFORDABILITY –Solar energy is cheaper
than non-renewable sources
RELIABILITY – Solar energy can be used
throughout the year
SUSTAINABLITY- Sustainable energy your
homes and small businesses
Lets Create a better future, today.
reliable
affordable

Banners- Media Planning
Why
• To create visibility & hype about solar energy and the company,
What
•Communication to focus on affordability, reliability and sustainability
of solar energy and Selco’s Promise
Where
• To be displayed at the venue of the road shows and street plays.
When
• During pre launch street plays and follow up road shows

Newsletter
Selconnect is a quarterly newsletter that contains
information on the following:
 Solar Projects in India
 Selco New Project Launches
 Sustainable Environment Measures by Selco
 Interviews of Celebrities
 Testimonials
 Accolade & Rewards
 Milestones
 CSR Activities
 Quiz Section
 Useful Energy Saving Tips
SELCO Solar Light (P) Ltd.

Newsletter- Media Planning
Why
• To create awareness about the company and solar energy industry
happenings
• To create brand equity for the company
What
Where
• Distributed to influence, buyer and initiator TG and buyers who are
evolved and play an important role in decision making of the user
TG
When
• To be couriered every quarter to their office/residential address

Road Shows, Exhibitions & Street Play
Road shows can be held along with college
students/NGOs (Centre for Environmental
Research & Education)/professionals.
To create awareness about the products,
display and demonstrate the products
Exhibitions can be held at a common
place where demos can be given along
with the product pamphlets
Street Plays can be conducted with college
students, NGOs (Centre for Environmental
Research & Education)/professionals at the
school/municipal open grounds to display
the benefits of solar energy and create
awareness
Broadcast

Road Shows, Exhibitions & Street Play- Media Planning
Why
• To create awareness and hype about solar energy
• To create visibility for the company and its products
What
Where
• The road show van can move around central locations- outside religions
places, markets, schools, post offices and banks.
• Exhibitions & street plays can be held at school or municipal grounds
When
• During peak hours when user TG visit these places.
• During weekends and public holidays
• During Pre launch

Demonstrations
In central locations where the people often
meet and discuss in groups, such as
Temples, Library, Reading room, Post Office,
etc., a mass demonstration can be organised
followed by distribution of pamphlets about the
products.
In places where banking activity is high, a
live demonstration of the product at the bank
premises can be arranged during the peak
banking days. This helps in evoking
interest amongst the potential customers.
A Tea party can be organized in the house of
an influential person wherein the product demo
can be given.
Broadcast

Demonstration- Media Planning
Why
• To create awareness about the company, its products, services
• To inform about product usage and benefits
• To encourage adoption
What
Where
• Demos to be held at common places like markets, banks, schools,
SHG president’s house for all TG
When
• During weekends and public holidays

Trials/Samples
Solar systems can be installed in the
house of an influential/trustworthy
member for a trial period of 1-2
months.
The product can be left at the
person’s house which is accessible
to others and allow them to see it
there at their convenience. This
makes a big impact as it gives a
touch-and-feel experience to the
customers and induces adoption
Broadcast

Trials/Samples- Media Planning
Why
• To create awareness about the company, its products, services
• To inform about product usage and benefits
• To given a first hand experience and encourage adoption
What
Where
• Trials to be set up at the house of influential person-bank manager,
MLA, NGO Head, School Principal/Teacher for all TG
When
• Trials to be set up during the pre launch and launch phase for a
period of 1-2 months

Promotion
Advertising PR
Personal
Influence
Interviews on TV,
Radio, Newspaper,
Testimonials,
Product Note,
Company Profiling,
Spokesperson
Profiling,
Accolades,
Recognition
Received
Leaflets, Posters,
Pamphlets,
Banners,
Newsletter, Road
Shows, Exhibitions,
Street Plays
Trials/Samples,
Demonstrations,
PROMOTION PLAN
30% 30% 20%
WOM, Influencer
Demonstration
Sales Promotion
20%
Light Point Project,
Head Lamp
Scheme

PR Plan
Key Communication Message- Affordability, Reliability and Sustainability
 Through media influencers spread awareness about the availability of low maintenance
sustainable energy solutions
 Plug in stories about the evolved green citizens – testimonials of celebs / socialites.
 Category building / development: Story angel – Rural energy solutions not restricted to
rural India only
Hygiene PR:
Product Note – targeting Power, Trade, Construction, Interiors and lifestyle media
Company Profiling in Trade Media, Financial and General interest (Business pages) print
dailies, Business Magazines and websites(SME focus)
Announcements – bagging of huge projects
Certifications, Awards and Recognition received
Participating in industry stories, HR stories with Rural Energy sector perspective
Spokesperson Profiling in Power Trade Media, Financial dailies, Business Magazines and
websites (Entrepreneurial focus)
Opinion pieces in industry stories, budget quotes, policy governance stories, HR stories
on rural energy sector
 Explore unconventional communication modes to reach out to larger audiences – i.e
Associate with a trade media for a Renewable Energy quiz. Become the gifting partner
 Tapping the shows (general story telling / debate shows) on electronic media which focus
on alternate energy or rural energy

Personal Influence- WOM & Demonstrations
Getting the help of a local charismatic leader to
promote the products. The relevant person needs to be
targeted first and once he is convinced, he becomes
instrumental in spreading the word in the
area
A bank offering innovative financing for Selco products
can market the product through a demo at the bank
premises. The goodwill the Bank Manager shares with
the people helps in creating trust for the organisation
thus creating a healthy starting point to begin
operations.
Local SHG can organize a demo meet to create
awareness about Solar and advocate its adoption.
Tea parties can be organized by a person who is using
the Selco solar system. He can talk about its benefits to
other.
The installation team can create a hype at the time of
installation to create traction and curiosity.

Promotion
Advertising PR
Personal
Influence
Interviews on TV,
Radio, Newspaper,
Testimonials,
Product Note,
Company Profiling,
Spokesperson
Profiling,
Accolades,
Recognition
Received
Leaflets, Posters,
Pamphlets,
Banners,
Newsletter, Road
Shows, Exhibitions,
Street Plays
Trials/Samples,
Demonstrations,
PROMOTION PLAN
30% 30% 20%
Sales Promotion
20%
WOM, Influencer
Demonstration Light Point Project,
Head Lamp
Scheme

Sales Promotion Sustainable Models
Solar Light Point Project:
The project of renting solar lights involves
following participants –
Roadside vendors, beneficiaries of the Solar
Light Point Project
An Entrepreneur, who owns the solar lights and
rents to road side vendors
The local financial institution – provides loan to
the entrepreneur to purchase the Solar Lighting
System
SELCO, Installs the system and offers a discount
to the entrepreneur
A NGO may be involved to ensure success of
the project – with concern for the roadside
vendors and the entrepreneur
Benefits:
Clean, smokeless, bright and portable
solar lights for street vendors
Bright light attracts customers and could,
therefore, lead to more business
Access to energy financing through
financial institutions for the entrepreneur
The entrepreneur can run Rental, as well
as Hire-Purchase models to suit the
income and cash flow of his customers
Low expenditure and high profit

Bank gives a loan to an
interested, eligible entrepreneur
who procures material from
SELCO.
Solar charging
station for batteries
owned by
entrepreneur at his
house/shop. Power
per charging station
can vary from 100W
to 1.5Kw.
Vendors using solar
charged batteries to run
their lights. They pay a
nominal rental fee (Rs.6 to 8
per day) to the entrepreneur
at the time of battery
delivery. The entrepreneur
retrieves the batteries once
discharged and restarts the
cycle.
Charged batteries
being transported to
the vendors in the
evening.
The alternative: bulbs
and kerosene
lanterns
Typical central
charging of SLA/Deep
cycle 10Ah-15Ah
batteries. Around 10 to
150 batteries can be
charged.

Light For Education Program:
Students are given an LED powered study
light from the school.
The light includes a small detachable
battery, which can be recharged at the
solar recharge centre in school.
Therefore, the child must attend school in
order to have light at home.
Solar systems will be provided to the
schools at a subsidized rate or through a
sponsor
Benefits:
A centralized charging station at the
school
The study light which the student keeps at
home, and A pocket size battery pack
which is charged in the school and
powers the light
Independent solar charging system
Improves studies and attendance in
schools

Head Lamp Scheme:
Tie ups to be done with Realtors/Builders
who undertake building construction
activities in the TG areas-SRA building
High power head lamps to be provided at
discounted rates to them for the
construction workers so that construction
work can be carried out safely at night.
Benefits:
Increases productivity
Ensures safety
Reduces the risk of accidents

Budget
Promotion Particulars Specification Size Rate Qty. Days Amount
H W L
Advertising
Leaflets 180gsm, multicolor 3 3000 9,000
Posters
A3 size multi color, glossy print &
280gsm 40 250 10,000
Pamphlets A4 size, multicolor , 2 sided 10 3000 30,000
Road shows, Exhibitions, Street Plays:
2,85,800
Vehicle for road show 12000 1 6 72,000
Banner boys 1000 10 6 60,000
Promoters/Volunteers 1000 10 6 60,000
Stage 2 8 10 60 1 6 14,400
Sound System 4000 1 6 24,000
Mic 450 2 6 5,400
Trials/Demonstrations 20,000
Collectors NOC, Traffic, Local Police,) 30,000
PR
Agency fees 90 1,00,000
Sales Promotion
Launch Discounts @ 10%/Sales Promotion
Models@ 10%
Assuming that 10% hh and est will
buy i.e 10000 15 60,00,000
Free Samples 399 200 79,800
TOTAL 65,14,600

Evaluation- Market Share & Sales
Market Share
• To light 1,00,000 hh and est
in the target area
• To capture the entire 6.5
million population slum
market in Mumbai phase
wise over the next 3 years
• To be the market leader in
Mumbai in the segment of
sustainable energy
Sales & Revenue
• To sell 1,00,000 solar systems
in the target area.
• To increase overall sales
from 1,35,000 units currently
to 3,00,000 units.
• To rope in at least 1
entrepreneur every 1 km
radius for the Solar Light
Point Project.
• To increase the company’s
revenue from Rs. 266 million
to Rs.500 million by 2017.

Mind Share Transformation
Solar
Energy
=
Selco
Selco = Reliable
Sustainability = Solar = Selco
Selco = Sustainable Energy
Finance Innovations
Need Gap Need
Non Affordability
Reliable &
Sustainable
Energy
Gap
No Electricity
49

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