Document Type

Closed Project

Publication Date

Fall 2010

Instructor

Antonie Jetter

Course Title

Technology Marketing

Course Number

ETM 555/655

Subjects

New products -- Research -- Methodology, New products -- Planning, Photovoltaic power generation -- Technological innovations, Marketing -- Planning

Abstract

The report showcases Energy Wiz’s marketing strategies for “Spray-On Plastic Window” for US non-residential market, and addresses some of the potential challenges and how to overcome some of those challenges faced by Energy Wiz with its Spray-on Window product.

While there has been a major increase in solar photovoltaic (PV) use and its technology in recent years, there is however drawbacks with PV technology. These drawbacks range from windows being opaque to non-aesthetic nature of the buildings. As more and more population is being aware of green house gas reductions, more solar deployment will be required. To cater the needs of this emerging green market, energy Wiz’s “Spray-On Plastic Windows” has an ideal platform with the understanding of its customer needs and an emerging superior technology.

In order for our marketing to be successful, we need to create a desire for our product. To achieve this, we need to understand: a) current consumer perceptions of the product and what must be done to overcome to improve those perceptions, b) what price/value equation will have the most appeal, c) who do consumers believe to be credible sources of product information, and d) where to place this key information in the form of our sales, promotion, adverting, etc., so that we can target the right market segment.

The Marketing Plan introduces the Spray-On Plastic Windows to non-residential buildings. Based on our customer requirements and analysis we narrowed our focus and came up with an effective strategy to reaching them. In our Marketing Plan we introduce the our product “Spray-On Plastic Windows” to our identified market segment, the value it brings to our customers, the lower price model and finally our promotion strategy are all brought out in an effective manner. We are confident that our product has a good potential in non-residential windows market.

Rights

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Comments

This project is only available to students, staff, and faculty of Portland State University

Persistent Identifier

http://archives.pdx.edu/ds/psu/22525

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