WEST UNIVERSITY OF TIMISOARA

FACULTY OF ECONOMICS AND BUSINESS ADMINISTRATION

SPECIALIZATION: MARKETING (MK/EAI)

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MARKETING PLAN FOR THE COMPANY RESTART

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ENERGY
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(polycrystalline photovoltaic panels)

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Petrică Hreniuc, Marketing, Group I.

TIMIŞOARA, 2022
 CONTAINED

Chapter Chapter Issues addressed Page

1 Management General objectives
summary Recommended strategies
Fundamental points of the marketing program (mix) 2

2 Presentation of Company description (history)

the company and Presentation of the range of products / services of
the product / the company
service Characteristics and benefits of the product/service 3
covered by the marketing plan
Sales analysis for the product/service covered by
the marketing plan
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3 Situation analysis The performances obtained in the contextof the

(SWOT) current marketing strategy 4-7
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Opportunity analysis
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Main challenges and unfavourable situations

4 Marketing Mission of the enterprise
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objectives General objectives of the enterprise

Marketing objectives at the level of each element of 8
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the marketing mix : product, price, placement

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(distribution) and promotion

5 Marketing Marketing Mix
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program (action Tasks and responsibilities 9-10

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plan) Time limits

6 Marketingplan Determination/estimation of expenditure
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budget Allocation of resources to achieve marketing 11

objectives
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7 Control and Ways of recording and measuring the results

evaluation Timeline for checking the level of outputs 12
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Responsibilities for monitoring and corrective

intervention

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 CHAPTER 1: MANAGERIAL SUMMARY

The renewable energy market, by its nature, supports a principle based on recycling,
reducing waste by whatever type and achieving energy independence for any individual or
organization. It must be met with openness and availability to the idea of technology and with the
passage of time it will become accessible for most of the willing to adopt it.

The company Restart Energy aims to increase its market share by 5% over 12 months, but at
the same time to enrich its portfolio of products sold with a new type of polycrystalline photovoltaic
panels. This goal is pursued and set due to the fact that the appearance of competitors is
increasingly common and ensuring a market share for the future is essential for the survival of the
company. In order to reach this percentage threshold, it was necessary to carry out a marketing
program that consists of four types of actions whose fulfillment is imperative.

The specific objectives of this marketing campaign are as follows: designing an information
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and promotion campaign, relevant, consumer-oriented and easy to assimilate; the increase in the
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prices of the new photovoltaic panels by 10% compared to the other available offers; the
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arrangement of specimens in relevant malls and companies; and the inclusion of solar panels that
benefit from BIPV technology in Restart Energy's offering catalog.
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The actions at the level of the product policy involve offering polycrystalline photovoltaic
panels for testing, this stage is carried out over 90 days after which it is necessary to analyze the
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received results and the feedback provided by the people who were part of the group that carried
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out the testing. The final stage of this part of the marketing plan is carried out after the price at
which the new products in the catalog will be sold is determined.
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The actions at the level of the price policy involve setting the price to be exercised on the
new type of photovoltaic panels, these are carried out by the accounting department for the most
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part in collaboration with the marketing department, the product manager, the financial analyst
and the general manager. The ultimate aim of these actions is to determine the components that
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make up the price and thus to determine it.

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The actions at the level of the distribution policy require the determination of a delivery
method of the already existing products, but in the case of the present situation of the new segment
of polycrystalline photovoltaic panels. The distribution will be carried out through a company
specialized in the distribution and logistics niche, this decision being taken because the contracted
company already has the necessary logistics chains as well as the necessary equipment and
personnel to ensure a fluid circuit.

Promotion involves one of the most important parts of a marketing plan, if not the most
important. Because it is not a common consumer product with a very low price that does not need
promotion because its mere existence and construction is sufficient to support a continuous course
of sales, but a relatively new product on the domestic market that in the first instance has to create
a community and then use it to create a profitable volume of sales.

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 CHAPTER 2: PRESENTATION OF THE COMPANY AND THE PRODUCT/SERVICE

As part of Armand Group, present ontherenewable energy market since 2009, Restart
Energy is a company inclined toinnovation, determined to bringan important change in the supply
of electricity and natural gas in Romania.
The business deals with the supply and installation of tools necessary for the generation of
green energy but also for energy itself.
Monocrystalline photovoltaic panels are distinguished by their increased effectiveness,
amounting to 21%. Monocrystalline solar cells are madeof silicone ingots that have a cylindrical
shape. In order to optimize performance and reduce the costs of a monocrystalline solar cell, four
sides aremade of cylindrical ingots to make the silicone plateau that gives the solar panels
monocrystalline and the characteristic.
Advantages:
• they have the most effective ratesbecause they are made of the highest quality silicon.
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The efficiency rates of monocrystalline solar panels are about 15-20%;

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• itdoesn't take up much space. Giventhat these solar panels produce the largest energy
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production, they need avery small space compared to that oftheother types of solar
panels. They produce up to 4 times more electricity thanthe solar panels
underthecountries, a bonus being that they are also durable (mostof them produceall
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sun panels have been guaranteeing a25-year-old guarantee on monocrystalline solar

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panels);
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• tend tofunctionbetter thanpolycrystalline solar panels of similar rates in light

conditions;
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• are superior to polycrystalline solar panels when it's hot weather: with all the solar
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cells exposed to a warm temperature,they produce electricity increases. On top of that,

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the efficiencyof electricity production is more durable in monocrystalline solar panels

thanin the case of polycrystalline solar panels. However,the differenceis small in
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general, I dependa lot on the specifics ofeachpanel.

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Due to the increased efficiencyof it and the increased price, the sales of monocrystalline
photovoltaic panels brought the company in 2021 an amount of: 1 million lei.

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 CHAPTER 3: ANALYSIS OF THE SITUATION

3.1. SWOT Restart Energy analysis

Strengths (S): Weaknesses (W):

• Expertiza in the field • the price at the moment is high so the
• Quality materials. services and products are not very
• Long-term warranty. affordable.
• Skepticism of their buyers.
• Lack of experienced staff in the field.
Opportunities(O): Threats(T):
• The rise of the renewable energy • Availability of market entry of other
market. possible competitors.
• Technological progress. • The uncertain future of the world
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• European Union funding economy.

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3.2. Swot analysis detailing

2.2.1. Detailing strengths

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The field of green energyis a booming one, so that entrepreneurs on the market since its
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beginnings en masse represent a competitive advantage due to the relationships they have, known
quality suppliers and the knowledge of the materials that have the best percentage of profitability.
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Knowing these things allows them to offer a competitive warranty period.

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2.2.2. Breakdown of weaknesses

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Due to the premature state of the idea of renewable/green energy, the high price of the products
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and technologies currently available is motivated, being the first available to the large mass of
people.
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2.2.3. Detailing opportunities

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Technology is advancing in afast-paced rite, which creates an environment conducive to

breakthrough discoveries. It's a gambling-like process , but in this case, winning is guaranteed and
what's up for grabs is time.

2.2.4. Threat detailing

In principle, everything new is approachable representing a somewhat easy risk to assume, so that
market entry is possible for many more entrepreneurs than a mature market.

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 3.3. Market analysis

The renewable energy market is in an upward trend in all respects: the demand, both of
distributors and final consumers, is high, but it can be even better. A trend that is currently maturing
is flexible photovoltaic panels, technology that would allow them to be mounted on floating
platforms propelled by engines and disposed of them at the surface of the water.
But until this goal is achieved, the preferences of the majority consumers are directed
towards renewable energy systems at a low price, with high warranty terms and taxation 0.

Analysis of demand and consumption within the target market.

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• Approximate number of consumers:

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14,000 at the end of 2021 and it is estimated that this number will reach 30,000 by the end
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of 2022.

• Market segmentation:
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- Industrialcon adders
- Proconsumers
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- Household consumers
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•
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The consumed product;

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- Systems necessary for the purchase of solar energy.

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• Description of the context in which the product is consumed;

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- Thedesireto achieve independence from the main electricity supplier .

3.4. Microenvironment analysis

2.4.1. Customer analysis

Target Square

This campaign is aimed at people aged 25-40 who are most likely to have the financial
possibilities to make purchases that require larger amounts of money but also the desire to
make them. The approximate number of consumers reported at the end of 2021 is approx.
17,000 and this number is expected to reach approx in 2022. 30.000.
Two types of people this campaign will reach:

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 X, 25, entrepreneur/worker/graduate with a rich portfolio:

X is a forward-looking person, open to technological advancement, who encourages the

adoption of new energy-producing sources. Up to date with the latest news about the energy
field, the stock exchange and practically all relevant information for future own investments.

Y, 40, entrepreneur/ worker:

Y is a person with extensive life experience, exposed to many changes both political and
energy, that is, of energy producing sources, who understands the undeniable evolution of
technology and sees opportunities in photovoltaic panels and everything that derives from
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them.
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2.4.2. Supplier analysis

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In the realization of monocrystalline photovoltaic panels are used: sand , boron, metallic heat
conductors.
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Sand supplier: - SUCPI

Boron supplier – VladaChem
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Supplier of metal heat conductors: - Electromatic

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2.4.3. Competitors' analysis

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Energis
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Turnover for:
2019 - 135,210 RON
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2020 - 329,210 RON

2021 - 378.570 MDL

A company that offers high-quality professional solutions in the field of alternative energy,
photovoltaic systems and solutions in the field of civil and industrial electrical installations, holding
A.N.R.E certificates type C1A and C2A (for the design and execution of power lines).

TRITECH GROUP

Turnover for:
2019 – 11,382,091 RON
2020 – 14,156,712 RON
2021 – 26,435,875 lei

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TRITECH GROUP operates on the Romanian market of photovoltaic panels and not only. TRITECH
GROUP has managed to define distribution at national level as its main activity. The company has
all the logistical and human resources to provide its partners with professional and unconditional
technical and commercial support, exceptional results being the central objective of this business.

2.4.4. Distributor analysis

• The distribution channels used (at national and/ international level), including the on-line
distribution channels (if any) are presented.

2.4.5. Audience analysis

• It provides information about the relations with associations / shareholders, mass-media,
financial-banking institutions, the local community and other entities with influence on the
company's activity (depending on the nature of the company's activity).
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3.5. Macroenvironment analysis

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2.5.1. Analysis of the thrifty environment

From an economic point of view, there are 3 possible scenarios regarding the adoption of
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the title of prosumer:

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- the ideal scenario involves the instant consumption and production of electricity
- the optimistic scenario implies an instant consumption of 30% and a consumption in
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exchange of 70%.
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- the scenario to be avoided involves the consumption of electricity purchased from the grid
and the electricity produced in-house to be sold also in the grid.
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2.5.2. Analysis of the demographic environment

From a demographic point of view, the ideal customer targeted by the marketing campaign
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has the following characteristics:

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- The age is between 25 and 40 years old

- He must have a job, be an entrepreneur or be a graduate with a rich portfolio.
- To be oriented towards the new and the adoption of technology in everyday life.

2.5.3. Analysis of the technological environment

The technological environment allows the distribution of photovoltaic panels for an ever
lower cost while the technology of the panels is constantly evolving.

2.5.4. Analysis of the natural environment

From the point of view of the natural environment, photovoltaic panels are a moment of
breath for the planet considering the fact that the idea behind them is green, renewable energy
and their recycling capacity is considerably higher than the other energy sources. Which makes
adopting this way of producing energy much easier to do.

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 2.5.5. Analysis of the socio-cultural environment
The development of the entire population in Romania, at the demographic level, is unequal,
so that the idea of adopting a technology of the kind by people from less developed backgrounds
may be unrealistic, but at the level of cities or developed human assemblies, the acceptance of this
technology can be done without too many impediments. f

2.5.6. Analysis of the political-legal environment

From a political-legal point of view, the idea of photovoltaic panels and implicitly of
prosumator is met with interest by politicians, so they are inclined towards the introduction of laws
that will make the adoption of this technology an easy and attractive process.

CHAPTER 4: MARKETING OBJECTIVES

4.1. Mission of the enterprise and general objectives of the enterprise

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We think it's in our hands the decision by which we can make our lives better. Both
for us and for those around us. For this, we have built a company that aims at transparent access to
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green energy. We want to help people get rid of unnecessary bureaucracy, outdated and
cumbersome ways of counting and reporting energy consumption, and helping them to pay less for
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it. Our idea started from the fact that we were dissatisfied with the way we were treated by the
energy suppliers, the fact that the bills were incomprehensible and the fact that it was very difficult
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to approximate how much you would pay at the end of the month. So we started a company that
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offers just that: cheap, green energy, and zero bureaucracy.

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4.2. General objectives of the marketing plan

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Increasing Restart Energy's market share by 5% and enriching the portfolio over a period of
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12 months. (1.06.2023-1.06.2024)
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4.3. Specific objectives of the marketing plan

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1. Designing an information and promotion campaign, relevant, consumer-orientedor easy to

assimilate. From 1.0 6.2023.
2. Increase in the price of new photovoltaic panels by 10% compared to the other available
offers.
3. Arrangement of specimens in relevant malls and companies. From 1.0 6.2023.
4. Iinclude solar panels that benefit from BIPV technology in restart energy's offer catalog
from 1.06.2023.

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CHAPTER 5: MARKETING PROGRAMME (ACTION PLAN)

All actions necessary to achieve the specific marketing objectives previously set will be
identified. Actions will be grouped into the four components of the marketing mix. For each action,
the following will be established: the duration of the action (number of days), onthe route in which
it will take place (e.g. 10.01.202 3-20.01.2023) and the person who is responsible for carrying out
the action (for example: the marketing manager , product manager, marketing analyst).

5.1.1. Actions at the level of product policy

No. Duration
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Action Period Responsible

Crt. (days)
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Offering samples 1.06.2023

1 90 days Marketing Department
for testing. 1.09.2023
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Bringing changes
to the offer, 5.09.2023 Department of
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2 5 days
necessary after 10.09.2023 Management
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testing.
Inclusion of new
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3 panels in the 1 day 4. 10.2023 IT Department

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existing offer.
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5.1.2. Price policy actions

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No. Duration
Action Period Responsible
Crt. (days)
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Exposure of the
2.09.2023
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1 results of the 3 days Accounting Department

5. 09.2023
test period.
Starting
afinalization on
the components 6.09.2023 Accounting Department
2 4 days
of the price and 10.09.2023 Marketing Department
the objective
pursued.
Determination
of the right price Product Manager,
10.09.2023
3 according to the 5 days Financial Analyst,
1 5.09.2023
results of the General Manager
analysis.
Exercise of the
4 price 1 day 4. 10.2023 Product Manager
determined.

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 5.1.3. Actions at the level of distribution policy

No. Duration
Action Period Responsible
Crt. (days)
Determining the
method of 16.09.2023
1 3 days Marketing Department
delivery of 19.09.2023
panels.
Contacting the
relevant 19.09.2023 Department of
2 1 day
undertakings in 20.09.2023 Marketing
this regard.
Requesting an
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offer after
20.09.2023 Department of
3 contacting the 1 day
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21.09.2023 Marketing
transport
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companies.
Conducting an
auction to Marketing Department,
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4 1 day
determine the 1.10.2023 Product Manager
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winner.
Negotiation of
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the contract Purchasing and

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2.10.2023
5 forthe sale of 2 days Payments Department,
4.10.2023
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transport and its Product Manager

signing.
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5.1.4. Actions at the level of promotion policy

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No. Duration
Action Period Responsible
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Crt. (days)
Contacting the
2.10.2023
1 marketing 1 day Marketing Department
3.10.2023
agency.
Requesting a bid
3.10.2023
2 on the desired 1 day Marketing Department
4.10.2023
objective.
Negotiation and
signing of the 4.10.2023 Manager of the
3 1 day
contract with 5.10.2023 Marketing Department
the Agency.
Exercise of the
6.10.2023 Contracted Marketing
4 promotion 210
1.06.2024 Agency
campaign.

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 CHAPTER 6: MARKETING PLAN BUDGET

It is established (as detailed as possible on the basis of estimates) thatthe heltuielile involved
in the realization of each of the foundations of those listed in the 4 previous tables.

6.1. Preparation of the budget table

ACTION EXPENDITURE
Offering samples for testing. 150.000
Bringing changes to the offer, necessary after 5.000
testing.
Inclusion of new panels in the existing offer. 300
Exposure of the results of the test period. 0
Starting an analysis on the components of the 1000
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price and the objective pursued.

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Determination of the right price according to 0

the results of the analysis.
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Exercise of the price determined. 30.000

Determining the method of delivery of panels. 0
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Contacting the relevant undertakings in this 0

regard.
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Requesting an offer after contacting the 150

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transport companies.
Conducting an auction to determine the 500
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winner.
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Negotiating the contract on transport and 10.000

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signing it.
Contacting the marketing agency. 0
Requesting a bid on the desired objective. 0
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Negotiation and signing of the contract with 30.000

the Agency.
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Exercise of the promotion campaign. 30.000

TOTAL TOTAL 256.950

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 CHAPTER 7: CONTROL AND EVALUATION

7.1. Methods of recording and measuring the results

To verify the extent to which the objective pursued has been achieved, the turnover
indicator will be used. The value of this indicator will be measured using a market study conducted
at the level of the Romanian population that falls within the established parameters, after exercising
the marketing plan.
7.3. Responsibilities for monitoring and corrective intervention

Actions at the level of product policy will be monitored and carried out by:
- Departamenutl de Marketing
- Department of Management
- IT department.

Actionsat the level of the price policy will be monitored and carried out by:
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- Accounting Department
- Marketing Department
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- Product Manager
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- Financial Analyst
- General Manager
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Actions at distribution level will be monitored and carried out by:

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- Product Manager
- Marketing Department
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- Department ofAcquisitions and Payments.

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The actions at the level of the promotion policy will be monitored and carried out by:
- Marketing Department
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- Marketing Manager
- Contracted Marketing Agency
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