Ian Draisey

Managing Director, BayWa r.e. Solar Systems Ltd

Page 1NSC 26.6.2014

Impact of global brands and market forces on

the UK PV market

Page 2

2000 to 2011 Marketing Director – Dulas Ltd

2011 to present Managing Director – BayWa r.e. & DulasMHH Ltd

2012 to present Director Solar Trade Association

Some Background:

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Page 3

General Market Forces – Installer/Customer Dynamic

Manufacturers Perspective – UK PV Landscape

Brand significance – does it really matter?

What I’m going to talk about:

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Page 4

Back to first principals: Porter’s 5 Forces

Installers joining MCS

M&E, Contractors &

Utility Companies

A better option than

PV? (SHW…)

Heat pumps & EE

10% interest?

Better home

improvement?

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Drivers to demand:

Energy price announcements.

Less negative, more positive media?

Finance propositions – Hitachi, Barclays and many more

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-

10,000

20,000

30,000

40,000

50,000

60,000

70,000

80,000

90,000

100,000

kWp

kWp by band - Install rates 2013 - present

>0-10kW

>10-50kW

>50kWp

Total

UK Residential 1. Demand

© 2013 NPD Solarbuzz. All rights reserved. 7

Survival

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2010 – 800+ Global

PV Manufacturers2014 – 100?

2020 – 8?

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UK PV Landscape

Manufacturer

A

PV Industry – Installers, trade associations,

merchants, distributors, retailers, financiers etc

Opportunities

Impacts

Challenges

Page 10NSC 25.6.2014

UK PV Landscape

Manufacturer

A

PV IndustryOpportunities

Impacts

Challenges

Construction Industry – Installers,

merchants, distributors, developers etc

Challenges

Page 11NSC 25.6.2014

UK PV Landscape

Manufacturer

A

PV Industry

Opportunities

Impacts

Challenges

Construction Industry

Energy Industry – Developers,

landowners, financiers, politicians!, etc

Challenges

Challenges

The Solar Buying Process – What’s the customer thinking?

Page 12

Define

Objectives &

Set Strategy

Explore

Options

Set Vendor

Criteria

Plan &

Implement

Examine the

Alternatives

Make Money

Better investment

CO2 Performance

Improve the house

Save the planet

Impress the Jones’

Solar – free vs paid

PV vs other options

Type of Installer:

• Referral - local

• Utility

• Regional

Do nothing if

uncertain!

Trustworthy

Capable

Cheap

Recognisable

Efficient

Nice

Honest

Price

Technology

Reviews of other

technology

Affordability

Now! or lead time

Free vs Paid

Place the order

Set the time

Arrange the money

Paperwork

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The Solar Sales Process – What’s the installer thinking?

Page 13

Identify &

Qualify the

lead

ValidateDevelop

SolutionInstall it &

support it

Negotiate

and Close

Marketing

• Customer type

• Regional or

National

Tyre kicker?

Google Earth…

Able to pay?

Visit the customer

Initial design

Internal impacts

Payback options

Affordability

Partner knows!

Explore product

options

Final design

Pay or finance

Price agreed

Order placed

Products ordered

Work scheduled

Deposit?

On time

Marketing

(testimonial)

Finance

Snagging

Handover Pack

Registration

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Page 14

The Impact of Brand

Commercial Projects Domestic

Tier 1?

Lombard?

White list?

Experience

PerformanceSolar

known

brandsGlobal

Brands`

LG, Panasonic, Sharp

Hyundai….etc

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Building Brand Equity

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Brand

Equity

Brand

Quality

Brand

Awareness

Brand

Associations

Brand

Loyalty

Organisational Brand Personality

Symbol

Emotional Benefits

Self Expression…

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FIT is reducing!!

The strongest

influence!!

“Do it once, do it

well!!”

Which brand…!

Make a difference

Futureproof against

energy prices

Coming Soon!!

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Thank you…..

Any Questions?

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"Top PV supplier wholesale 2014" again this year by EuPD Research.