Top Brand PV / Top PV Supplier Seal

Independent brand management appraisals of manufacturers and wholesalers based on the Global PV Installer Monitor Data base and methodology Speaker: Leo Ganz 16 February 2017 European PV & Energy Storage Market Briefing

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Contents

A. The EuPD Research “Top Brand PV“ and “Top PV Supplier“ Seal

B. Data Source: PV InstallerMonitor

C. Top Brand PV / Top PV Supplier Seal: Methodology and Scoring

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Top Brand PV Seal / Top PV Supplier

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“Top Brand PV“ and “Top PV Supplier“ Seal: Categories

Top Brand PV Top PV Supplier

Available for countries included in the installer survey PV InstallerMonitor

Optional, when qualified for several countries of a region

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“Top Brand PV“ and “Top PV Supplier“ Seal: Timeline

2011 2012 2013 2014 2015 2016 2017

GER FR

GER

IT

FR

GER

IT UK

FR

GER

IT UK

BX

FR

GER

IT UK

BX

NL

AUS AT

CHE GER

IT

UK US

NL

AUS AT

CHE

GER

IT

UK

FR

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Data source: PV InstallerMonitor

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Global PV InstallerMonitor 2016/2017 | Number of surveyed installers

Germany n = 200

UK n = 200

France n = 100

Italy n = 76

Netherlands n = 101

Australia

n = 100

n = number of installers surveyed

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Global PV InstallerMonitor 2016/2017 | Research Process & Methods

Methodology

empirical survey

quantitative telephone questionnaire (CATI)

secondary research

Target Group and Sample

target group: pure solar installers, HVAC installation companies, electricians or roofers.

sample: residential segment might be overrepresented in the sample

3. Analysis and Evaluation 4. Presentation

CATI-survey in target countries

Field Phase: October 2016 – January 2017

Quality check

Evaluation of data according to specific segments

Interpretation of the results

Publishing Date: December 2016 / January 2017

2. Data Collection

Data management

Questionnaire preparation

1. Preparation

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Global PV InstallerMonitor 2016/2017 | Content

Executive Summary Installer Remarks General Introduction

A. Sample Description

B. Procurement Management

C. Market Penetration

D. Brand Management

E. Satisfaction Analysis

F. Storage Solutions

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Top Brand PV / Top PV Supplier Seal: Methodology and Scoring

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Top Brand PV / Top PV Supplier Seal: Methodology

Weighting Scoring

Analysis of data from the

Global PV Installer- Monitor®

Weighting of the data

analyzed… … according to installers’

amount of installed PV capacity

The weighted data is put

into a scoring model.

Three topic groups are sorted:

1. Installer‘s and end customer‘s choice

2. Unaided brand recognition

3. Distribution

The weighting of factors

consists of two stages:

1. Weighting of questions within the different groups.

2. Final weighting of the different groups.

Calculation of an index and ranking of the

companies.

Companies achieving a certain benchmark level qualify for the seal.

The top module, inverter and storage manufacturers qualify for the “Top Brand PV” Seal.

The top wholesalers qualify for the “Top PV Supplier“ Seal.

Data Analysis

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Top Brand PV: Scoring

Several aspects of the survey are put together to form groups, which are weighted differently and combined to form the total score for the „Top Brand PV“ Seal.

Result

Weighting

Factoring Groups

Company Score

Unaided brand recognition (installers)

Installer‘s and end customer‘s choice

40%

Distribution

Source

30% 30%

Global PV InstallerMonitor®

Global PV InstallerMonitor®

Global PV InstallerMonitor®

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Top PV Supplier Seal: Scoring

Result

Weighting

Factoring Groups

Company Score

Source Global PV InstallerMonitor®

Global PV InstallerMonitor®

Global PV InstallerMonitor®

Customer‘s choice Distribution of

modules Distribution of

inverters

50% 25% 25%

Factoring groups and weighting for the “Top PV Supplier” ranking are slightly different.

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22%

20%

16%

13%

13%

13%

13%

13%

12%

11%

8%

8%

0% 10% 20% 30%

SolarWorld

Aleo Solar

IBC Solar

AUO (BenQ)

CSUN

ET Solar

LG Electronics

SunPower

Hanwha Q CELLS

Yingli

Axitec

Conergy

mentioned 1st mentioned 2nd mentioned 3rd mentioned 4th mentioned 5th mentioned 6th mentioned 7th

8%

8%

8%

8%

7%

7%

7%

5%

5%

5%

5%

0% 10% 20% 30%

Panasonic(Sanyo)

Sharp

Toshiba

Bisol

Jinko Solar

Samsung

Amerisolar

EGing

JA Solar

Lerri Solar

Trina Solar

n=76

Unaided brand awareness | Modules | Italy 2016

• Which brands are named (first) by installers for unaided brand awareness?

Source: EuPD Research 2017

Sample Slide: Unaided brand awareness modules – Italy 2016

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SMASolarEdge

Mastervolt

SunPower

Delta

Schneider Electric

Solis

ABB (Power One/Aurora)

Enphase

Fronius

Growatt

Omnik

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

0% 5% 10% 15% 20% 25% 30% 35% 40% 45%

Shar

e o

f b

ran

d in

inst

alle

rs' p

ort

folio

(m

ean

= 5

5%)

Share of installers carrying the brand in portfolio (mean = 12.2%)

n=200Size of the circle represents the weighted distribution range

Distribution Range | Inverters | UK

• Width, depth and distribution range of brands in installer portfolios is taken into account.

Source: EuPD Research 2017

Sample Slide: Brand positioning inverters – UK 2016

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• The Net Promoter Score is also included in the seal scoring.

Sample Slide: Recommendation – Germany 2016

90%

80%

75%

71%

75%

67%

69%

20%

25%

29%

17%

33%

27%

10%

8%

4%

0% 20% 40% 60% 80% 100%

Memodo (n=10)

SEN (n=5)

Granzow (n=8)

Wagner and Co. (n=7)

EWS (n=12)

IBC Solar (n=30)

Sonepar (n=26)

Promoters (10-9) Passivists (8-7) Detractors (6-0)

NPSNPS | Brand recommendation | Wholesalers I/II | Germany

65.4

71.4

75.0

80.0

80.0

66.7

66.7

*

*The number of mentions needs to be taken into consideration.

Source: EuPD Research 2017

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1.64

0.51

1.52

2.53

3.54

4.5

1.58

0.51

1.52

2.53

3.54

4.5

1.75

0.51

1.52

2.53

3.54

4.5

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Importance & Satisfaction | Wholesale | Germany | Top mentioned 1 to 3

BayWa r.e. (n = 39)

IBC Solar (n = 26)

Krannich Solar (n = 20)

Source: EuPD Research 2015

• How important are the following aspects when choosing a brand?

• How satisfied are you with the following aspects?

Satisfaction

Importance

Source: EuPD Research 2017

Sample Slide: Recommendation – Germany 2016

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Company Profile

Weighting and Benchmark

Company scoring model

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Thank you for your attention!

EuPD Research Adenauerallee 134 53113 Bonn Phone +49(0)228-971 43-0 Fax +49(0)228-971 43-11 welcome@eupd-research.com www.eupd-research.com

Leo Ganz Partner Phone +49(0)160-1551 339 l.ganz@eupd-research.com