One of my senior project during school

1. Stanley Martin
Solar Powered Hi Tech Homes
Marketing Plan Presented By
Elizabeth Benkert
Aaron Munk
Bethlehem Gellana
Thang Nguyen
Melanie Sigethy
Ammar Khan

2. Executive Summary
 Mission Statement
 Strategic Objectives and Goals
 Marketing Strategy
 Financial Projection
 Key Success Factors
 Evaluation and Control

3. Strategic Objectives
 Provide the hi tech homes to customers at a low price
 Creating an efficient customer loyalty program
 Capturing market share and building a critical mass of users
 Creating demand by creative marketing campaigns
 Expanding to new local and foreign markets

4. Market Situation
 Billions in lost productivity each year creates a need
 Favorable market conditions
 Focus on individual new home buyers
 Market shows an upward trend

5. Competitive Advantage
 Market presence over four decades
 Existing customer base with solar panel capacity in homes
 Brand new technology offered in a package deal
 Relative safety with no other direct competitors
 The chance to be a trend setter and get a foothold

6. SWOT Analysis
Strengths Weaknesses
- Existing Customers, new - Limitedcurrentmarket
technology, proven designs
Opportunities Threats
- Expansionintonew markets - Imitatorsandforeigncompetition

7. Is there a Need?

8. Segment - Target - Position
 Defining market segments
 Focus on the competitive advantage
 The target market segment
 Value based positioning
 Tying it to our Corporate Social Responsibility program

9. Marketing Strategy
• Developing a product customers need
• Strictly based on market trends and customer input
• Pricing strategy and details
• Promotion strategy and outlets
• Placement Channels and supply chain

10. Financials
• Early development costs
• Early market penetration costs
• Keeping conservative margin rates

11. Soft Numbered Income
Statement
Projected Income Statement (in million dollars)
Year 1 Year 2 Year 3 Year 4 Year 5
Sales $17.2 $59.5 $127.0 $198.5 $312.4
Cost $20.5 $45 $75 $100 $175
Margin $-3.3 $14.5 $52 $98.5 $137.4

12. Implementation
• Three phase plan
• Phase 1 – Idea to Introduction
• Focus on gaining a market share
• Phase 2- Introduction to Growth
• Focus on maximizing production
• Phase 3- Maturity and beyond
• Focus on retaining cash cow

13. Marketing Budget
• High initial costs
• Overheads and sundries
• Focus to get to breakeven during phase 1
• The switch to less expensive marketing methods
• Goal to get Marketing budget at 10%
• Initial phase will go to 25% of sales

14. Key Success Factors
 An innovative energy efficient product
 A very conducive target market
 Existing extensive network of businesses
 A well developed existing customer base

15. Evaluation
 Product awareness within industry and public
 Product development and diversification
 Financial goals: short and long term

16. Product Awareness: Industry
•BlueAwareness: Grey Awareness: Red Awareness:
• Ideal; Positive Image; High Media • Mediocre; Average •Poor
levels Media levels • Low aided Brand/Product
•High Value • Aided Brand/ Product awareness
•Unaided Brand/Product awareness Awareness • Marketing and Advertising
• Little changes made to marketing • Marketing and strategies revised.
and advertising. Advertising need • Research
• Competition? improvement.
10
8
6 Blue
4 Grey
Red
2
0
Year 1 Year 2 Year 3 Year 4

17. Product Awareness: Public
BlueAwareness GreyAwareness RedAwareness:
• Sales on Target • Mediocre Sales • Poor
• Positive Image • Mediocre Image • Low aided Brand/Product
• Unaided Brand/Product • Aided Brand/Product awareness
Awareness Awareness • Marketing and Advertising
• Little changes strategies revised.
• Research
10
8
6 Blue
4 Grey
2 Red
0
Year 1 Year 2 Year 3 Year 4

18. Product Development
Stanley Martin Customer Chooses New High-Tech
upgrading or moving homes options
Sales •Increased customer life value
Year 1 5,000,000
Year 2 25,000,000 •Increased sales to current
Year 3 60,000,000 customers
Year 4 60,000,000 •Increased brand loyalty

19. Diversification
Choosing New High-Tech
Reach new customers options
Sales •Increased Market Share
Year 1 25,000,000
Year 2 44,000,000 •Increased Awareness
Year 3 60,000,000 •Increased Sales
Year 4 60,000,000

20. Assessing Specific Marketing
Objectives
Survey Customers
• Pricing?
- Satisfaction levels
- Sales
- Different Bundling options
• Evaluating Customer Loyalty Program; First 2 years= Rating of 6
- Purchases
- Upgrades
- References

21. Evaluating Financial Goals
Projected Sales of New High-Tech Homes

22. Financial Goals
Profit from sales of New High-Tech Homes
Stanley Martin Profit
30,000,000
25,000,000
20,000,000
15,000,000
Profit
10,000,000
5,000,000
0
Year 1 Year 2 Year 3 Year 4

23. Stanley Martin
Solar Powered Hi Tech Homes
Marketing Plan Presented By
Elizabeth Benkert
Aaron Munk
Bethlehem Gellana
Thang Nguyen
Melanie Sigethy
Ammar Khan