The document presents a marketing plan for introducing the Enlil vertical axis wind turbine in Ireland. It begins with an executive summary of Ireland's energy consumption and production, and introduces the Enlil turbine. The plan includes a SWOT analysis, segmentation of the market into government, commercial, and residential segments, and targeting of government agencies. It outlines objectives, strategies, and the marketing mix of product, price, place, and promotion.

1. Enlil Vertical Axis
Wind Turbine
Marketing Plan for Ireland

2. Names
Touseef Ahmed
Nauman Mirza
Prakash Kumar
Chanderjeet Yadav
Student Number
(in order of names)
10375436
10376134
10350059
10373593
Course MBA
Module Title Marketing Innovations
Module Code B9MK114
Lecturer Juan Fravega
Assessment Title Group Presentation for Marketing Innovations

4. Agenda
Executive summary
Value Proposition
External Marketing Audit
SWOT Analysis
Segmentation-Targeting-Positioning
Marketing Objectives
Core Marketing Strategy
Marketing Mix Decisions
Budgeting
Control

5. Executive
Summary
As per world data, Ireland consumes about 23.79 billion
kWh annually. Per capita this comes at 4,942 kWh. Ireland
produces 25 billion kWh which is 106% of its own
consumption. 18% of this energy comes from wind and is
projected to grow to 50% of the whole energy consumption.
This means that Ireland is going to invest heavily towards its
expansion of renewable energy goals.
Enlil vertical axis wind turbine is a product of Devecitech,
originally from Istanbul, Turkey. This turbine converts winds
generated by oncoming traffic into electricity. Enlil wind
turbines generate 1kW of electrical energy per hour and has
a life expectancy of 15 years or more. These turbines can be
installed in parks, near seashores, rooftops, households but
the roads are the ideal locations for the device.
We are planning to license it from Devecitech and launch
this revolutionary technology in Ireland. Along with the help
of some tech partners and the favouring climate of Ireland,
we are sure that this will be successful.

7. Value
Proposition
Apart from just generating electrical energy, Enlil
wind turbines have some unique features that
adds up in its unit value and higher return:
• It measures CO2 level of the air.
• Solar powered wind turbines
• Free wi-fi
• Traffic Surveillance camera’s
• Earthquake Sensors
• Traffic speedometer
Our clients will be the one buying our wind
turbines to generate some eco-friendly
electricity. These mostly will be government
authorities and private electricity suppliers.

8. External
Marketing
Audit
Using ICEDRIPS model:
Innovation: Enlil Wind Turbines operates on
vertical axis mechanism. Its long turbines are
fixed horizontally to enable minimal space
coverage and maximum utilization. Energy
creation and storage is coupled with other
additional features as mentioned earlier to make
it on par with latest technologies and demands.
Competitors: If we talk about producing
renewable energy, then across Ireland there are
two major competitors Heverin Renewable
energies and Turbotricity. No threats as of now.
Economic: Average cost per unit of energy in
kilowatt in Ireland is 17 cents. At an average, an
individual spends 840 Euros. Our Wind Turbine
can create 1kWh energy which means that it can
create 8760kWh of energy per year i.e., 1489
Euros of energy per year.
Demographics: Average wind speed in Ireland is
recorded between 11kmph 28kmph. This makes
Ireland a favourable country for such product.

9. Cont…
Regulatory: Irish government gives 15% off on
installation of renewable energy devices to general
public.
Infrastructure: Enlil wind turbine is designed to be
fitted across Highways, Ring Roads, Sea Shores,
Rooftops of buildings and houses.
Partners: We are going to need 3 partners for this
business who would help us in the following:
• Devecitech: Licensing and manufacturing partners
who would ship the product to Ireland for further
distribution.
• Electrical partners such as ‘ess’ who could help us in
installing and then maintaining the wind turbines.
• Transportation partners such as ‘ncc’ who could help
us getting it from Turkey to Ireland as of now.
Social Trends: Due to a changing shift towards rapid
increase in acceptance of renewable energy,
technological innovations such as Enlil has a huge
potential.

10. SWOT Analysis
Strengths
• Compact size
• Multi-purpose
• Cost Effective
• Easy to Install
• Less maintenance cost
Weakness
• Less generation of energy as compared to bigger
wind turbines
• Small battery storage size
• Transportation cost involved in replacement of
batteries after full charge
Opportunities
• Commercial version can replace wind farm lands
due to its compact size.
• Can be used by weather forecasting agencies to
predict weather.
• Market size can be extended to other European
countries.
Threats
• Chances of breakdown in severe weather
conditions
• Possibility of replacement by new technology
• Can be damaged by road accidents

11. Segmentation
Segmentation of our market will be in three
section:
• Segment A involves B2B market. There are
more then 200 wind farms currently working in
Ireland.
• Segment B involves B2C market consisting
household and housing societies.
• Segment C involves B2G market consisting of
government bodies such as electrical
department.

12. Targeting
Our primary target market is government agencies
including :
• Electric supply board.
• Road transport department.
• Weather forecast department.
Our secondary target market will be general public
household as our wind turbine can easily be installed on
the rooftop.

13. Perceptual Mapping
8500
11500
13500
9400
0
2000
4000
6000
8000
10000
12000
14000
16000
0 0.2 0.4 0.6 0.8 1 1.2
Cost/unit
kWh
Enlil Heverin Turbotricity Wind Energy Direct

14. Marketing
Objectives
Strategic Objectives:
• To reach 25% share of total wind energy produce
in Ireland by 2025.
• To cross an employee strength of 100 and
continue within next 3 years.
• Extension of our project to 3 different countries in
next 5 years.
• Extend towards market opportunities and setup
Assembly Unit in Ireland itself before 2020.
• Ensure hassle free maintenance and installation
of each unit.
Sales Objectives:
• To cross 500 unit sales in first year.
• To cross 10,000 unit sales till 2020.

15. Core Marketing
Strategy
Target Markets

16. TII- Transport
Infrastructure Ireland
• Wind provides over half of the renewable
sources growth
• The wind from fast moving vehicles can
generate power
• This power is estimated to be 1 kilowatt per
hour.
• The energy produced could be used for the
maintenance of the road

17. Utility Companies,
Electric car companies
• Utility companies such as Shell, EirGrid,
Tullow Oil, Veolia Waters and many more
Use it for industrial setups and on road
assets
• Electric car companies like Tesla Model S,
Renault Zoe, Nissan LEAF
• Installing turbine on the roads could add to
the brand value of these companies

18. Household buildings
• Could be installed on the roof tops
• Has the ability to provide daily consumption
of two houses.
• Could add to the attractiveness of the
building for accommodation seekers
• Can take advantage of net metering

19. Other Potential Markets
• Fisheries and Recreational Boats
• Wind farm Owners
• Schools and Colleges

20. Competitor Targets
• Sanya Street Lamps- The turbine attached
to the street lamp generates power to
sustain itself. Our ENLIL has the advantage
over this device as it provides power to
street lights on the road as well as nearby
residential.
• Eco Wind Power- operates wind farms
across Ireland. The target market is
restricted to only wind farms.
• Wind energy direct- installs turbines at
customers’ business sites and sell them
electricity produced at discounts. The
consumer market is limited to businesses.
The household cannot install these
turbines.

21. Marketing Mix
Product:
• Named after the Mesopotamian God of winds.
• It offers the never before design of long vertical
blades rotating on vertical axis.
• Curved airfoil blades for maximum utilization
of wind energy
Promotion:
• Strong Social media presence with daily post
on Facebook and Instagram with interaction
with consumers.
• The post will not only promote the product
value but also enlighten the consumer about
renewable energy
• Radio advertisement for once a day when
listeners traffic is maximum

22. Cont…
Place:
• Billboards across Dublin and counties around
Dublin.
• Warehouse established in Dublin, for consumers
who would want a demo before purchasing the
product.
• In association with TII, product will be installed on
highways for initiation of product awareness
Price:
• Priced around €8,500
• The average consumption of a household per
year is €1500
• If used by 2 households, this cost will be
recovered in 5 years. After which the power
supply will be free of cost.

23. Product USP
• Device can measure the air quality,
humidity, earth’s tremors and CO2.
• Formed by curved aero-foil blades fixed to
an upright rotating shaft. The design is
different from the conventional wind
turbines and blades.
• This blade design allows it to use maximum
wind energy.
• Can be used in areas where tall structures
are not allowed.
• Lower wind startup speed.

24. Revenue 2018/19
Sales revenue 4250000
(Less sales returns and allowances )
Service revenue 425000
Interest revenue
Other revenue
Total revenue 4675000
Net income before taxes 3912000
Income tax expense 584375
Total income 3327625
Budgeting Expenses
Advertising 20000
Bad debts
Commissions
Inventries 350000
Depreciation
Employ benefits
Furniture and equipment
Insurance 5000
Interest expenses
Maintainces and repair
Office supply
Vehicle and transportaion 20000
Rent 60000
Research and development
Salary and wages 300000
Travel
Utilities 8000
Others
Total expenses 763000

25. Control
Key Performance Indicators for our marketing
plan include:
• Return on Investment
• Sales Numbers
• Customer response
• Partner Response
• Competitor Response

26. YouTube link
https://www.youtube.com/watch?v=MjgIYJ_9aIM

27. References
• YouTube video, Devecitech, (2018) ‘Enlil Vertical Axis Wind Turbine’. Available at:
https://www.youtube.com/watch?v=MjgIYJ_9aIM (Accessed on 4th August)
• Irish Wind Energy Association, (2018). Available at: https://www.iwea.com/ (Accessed on 4th August)
• Devecitech, (2018) Available at: http://devecitech.com/ (Accessed on 28th July)
• Sustainable Energy Authority of Ireland, (2017). Available at:
https://www.seai.ie/resources/publications/Irelands_Energy_Projections.pdf (Accessed on 27th July)
• Sustainable Energy Authority of Ireland, (2017). Available at: https://www.seai.ie/resources/energy-
data/ (Accessed on 4th August)
• Sustainable Energy Authority of Ireland, (2017). Available at:
https://www.seai.ie/resources/publications/Energy-in-Ireland-1990-2016-Full-report.pdf (Accessed on
4th August)
• Worlddata.info, (2015). 'Energy consumption in Ireland', Available at:
https://www.worlddata.info/europe/ireland/energy-consumption.php (Accessed on 4th August)
• Ireland2050.ie, (2015). 'Where does Ireland get its electricity?', Available at:
http://ireland2050.ie/questions/where-does-ireland-get-its-electricity/ (Accessed on 24th July)
• energy.sourceguides, (2016),'Wind Energy Manufacturers in Ireland’. Available at:
http://energy.sourceguides.com/businesses/byGeo/byC/Ireland/byP/wRP/byB/manufacturers/manufa
cturers.shtml (Accessed on 24th July)
• f6s, (2018), 'ENLIL- Vertical Axis Wind Turbine'. Available at: https://www.f6s.com/enlil-
verticalaxiswindturbine (Accessed on 24th July)