Marketing Principle of Solar Industry in Australia

This report discusses the marketing principle of the solar industry in Australia, including target audience, target market, communication goals, message design, and promotional mix.

Running head: MARKETING PRINCIPLE
MARKETING PRINCIPLE
Name of the Student
Name of the University
Author Note

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Table of Contents
Introduction................................................................................................................................2
Background of the solar industry in Australia...........................................................................3
Target audience..........................................................................................................................4
Target market.............................................................................................................................4
Communication goals.................................................................................................................5
Message design for customers...................................................................................................5
Promotional mix.........................................................................................................................6
Conclusion..................................................................................................................................7
References..................................................................................................................................8

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Topic: Marketing principle of the solar industry and their advancement in the
Australian market.
Introduction
Solar energy is one of the most important alternatives that people use for the
sustainable maintenance of the environment. Thermal energy is processed by the solar
radiation and solar thermal conservation is the key aspect, which converted into electricity or
power. Solar thermal electricity is also known as concentrating solar power, and this is
designed for the large-scale power generation process. This is a growing industry in Australia
as the consumption of electric uses are less and people love to have renewable energy
resources with them. The commercialisation of this system is very relevant as the
environmental sustainability will be furnished through the process. Almost 8,454 MW
Photovoltaic solar power has been installed by the Australian government in June 2018
(Bahadori and Nwaoha 2013). In the case of renewable energy commercialisation, Australia
has made a rapid increase. Broken Hill Solar Plant in South Wales, Greenhouse River Solar
firm, Sundrop solar power plant all these are important from the Australian perspective to
have enough amount of renewable resources with them. The use of solar energy is low as the
uses become less. About 0.1% solar energy used in this process and customise the process of
renewable energy supply in Australia is the key approach that provides a sustainable balance
in the environment (Abc.net.au 2018).
In this report, solar energy uses and their target audience is the key topic to be
discussed. The industry needs to take a better promotional strategy to reach a good amount of
target customers. Most of the solar plants are advancing into sales promotion, direct and
digital marketing and advertisement as the business evolved through the process is engaging
customers to low-cost electric uses.

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Background of the solar industry in Australia
Australia is one of the developed nations and the nation is well suited for the solar
power generation. The scientists have made solar power research and develop some advanced
photovoltaic cells for the better solar energy distribution. Through the isolation process,
Australia has high level of solar power and this is the reason solar system analysis is
important in that case (Ramblingsdc.net 2011). There are different types of solar power
processes which have been differentiated by the large or small area. The photovoltaic process
has Flat panel collectors and dish concentrators. Thermal concentration, linear concentrators
all these channels are introduced through this process (Ramblingsdc.net 2011). As per
DEWHA, domestic photovoltaic installation is the key process to estimate the used electric
through this.
State kW
ACT 100
NSW 5970
NT 1677
QLD 512
SA 2381
The states are highlighting the amount of electric used in recent times. This process
can be mitigated by the renewable energy formulated by the solar power. Domestic
Photovoltaic generation is the latest step the Australian people can use for their home. The
process ensures lower power consumption and all the electrical appliances run through this
electricity. Off-grid photovoltaic generation is a diesel generator process in South Australia.
The array consists of 1250 panels and each has the capacity of 80 watts (Ramblingsdc.net
2011). Off-grid PV power is used for homestead power, water pumping from wells and dams,

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railway signals, street lights, public telephones, powering communications equipment, and
fibre-optic cables. There are some online processes also used in Australia for the solar service
uses. People need to save their electricity bills through this process, as the projects are
providing the opportunity to have such scopes to people.
Target audience
The target audience is based on four types of market segmentation. The reason behind
the segmentation is to segment services for each group. Demographic, Behavioural,
Psychographic and Geographic segmentation are these four sections and different marketing
strategies use for that reason. The renewable energy will deliver in one-third of the national
electricity market within two years. According to the Green Energy Markets (GEM), 18,919
solar PV system was installed. The reach will be 39% by 2030 and that signifies a huge
increase in percentage (Abc.net.au 2018). The government of Australia invest more for some
extra power stations and also made some coal-fired power stations. The people in between 26
to 35years of age group prefer solar energy services and that is the reason a good amount of
sell is being formulated (Martin and Rice 2012). In case of economic aspect segment in
behavioural approach is also important that decide the economic condition of the people.
People who want their electricity at lower price, use the system. Electric appliances will
formulate by this and that will be sum up at the lower price.
Target market
Large-scale energy markets are used for the commercial department and the small-
scale energy market is for the domestic and other areas so the covered area is huge in that
case. No such huge investment is needed for that reason (Pegg, Patterson and Gariddo 2012).
The target people are most industries and manufacturing companies where raw material and
energy schemes are used. The progress of target market depends on the committed capacity

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and probable capacity, as these two are more than accredited capacity and Australian
government firmly announced that. The amount of $8736 million has invested by the
government and that will strengthen the target market as well (Abc.net.au 2018). The targets
people are also following the rebate percentage provided by the company. The demographic
nature of the people is important in that case. The economic section is important and that is
the reason, companies are trying to use the market that encourages the solar energy and uses
their service for the development of their business. Solar emission is alternating as of daily
and recurring variations.
Communication goals
The process of communication is a kind of promotional strategies that engage more
customers. The process explains customers about the advancement of solar energy and how
that reduces the electricity consumption help for the entire nation. Solar service companies
need to promote their service, rather promote their products that will be helpful for the
company itself. People will find alternatives through the promotion (Czinkota and Ronkainen
2013). The market penetration and sustainability of their products is the concern issue of
communication process, rather interpersonal or digital communication is specific in that case.
Social media uses in case of renewable energy is the key process in use of wider electricity
grill. The companies need to analyse the thing and make some significant promotional
strategies to engage people and ensure them about the profit they earn through the process.
Message design for customers
Publish truth in advertisement is the key approach that companies need to use, so that
believe in advertising process and aware people by the low changes system is the key design
that companies should provide to their customers. The off-grid charging batteries and solar
panels are fitted over the top of the room and that will transform solar power into electricity

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and the process will roll on every day and formulate a better environmental situation for the
society (Aanesen, Heck and Pinner 2017). This is the renewable source and government also
provide some extra facilities to customers. Photovoltaic rebate, water heater rebate, feed-in
tariffs, transmission lines, and mandatory renewable energy targets all these are highlighted
by the Australian government so the effective engagement with customers sustains.
Promotional mix
The advertisement will be published in newspaper, radio, television for the further
acceleration of marketing. Solar power companies ensure their marketing process through
social media promotion also. In Facebook, Twitter, Instagram – all these social media sites
are trending all over the world, so promoting over this or deliver an advertisement on this will
help the company to engage people high in number.
The public relation process in any solar energy company is important as the
employees have to ensure people about the positive aspect of the solar system (Devabhaktuni
et al. 2013). Most of the houses in Australia are not under the cover of this, so public relation
at the high standard will be effective for the company and deliver more opportunity to
customers.
Personal selling is based on individual or residential process. The process will
highlight sales acceleration as positive feedback from individual attract or engage more
people with the process. This is the reason most of the companies are trying to penetrate
domestic market and personal selling.
Sales promotion for domestic and commercial will help the business to stretch their
territory in business (Rubel et al. 2017). The range of products on large scale is important in
that case and customers also demand some innovative process or have certain extra facility
from those panels will ensure better marketing advancement in business.

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Direct marketing is consolidated by the business to customer process, where the
customer knows about the product from any places and then go for it. On the other hand,
customer engagement with social media, print media or other promotional activities will
know about the system and know about the positivity from this and then go for the products,
considered as the digital marketing of the company, where people get know about this
(Devabhaktuni et al. 2013). This is one of the strongest ways to manage the business and to
ensure better commitment in the Australian market. The lower percentage will rise up and
most of the people will use the products and save their economic condition.
Conclusion
Therefore, it can be concluded that the Australian market has a good opportunity of
using the solar energy process. They have good target market also in form of commercial and
domestic market. Though the situation of using the solar panels are less in number and that is
the reason government has already taken some stems and some more steps will be initiated by
some companies as well so that effective impact of solar panel use and renewable energy use
will persist in Australia.

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References
Aanesen, K., Heck, S. and Pinner, D., 2017. Solar power: Darkest before dawn.
Abc.net.au 2018 Renewable energy set to supply one-third of market needs by 2020
retrieved from: http://www.abc.net.au/news/2018-06-27/renewables-can-supply-one-third-of-
market-needs-by-2020/9912342 [Accessed on 28th September, 2018]
Bahadori, A. and Nwaoha, C., 2013. A review on solar energy utilisation in
Australia. Renewable and Sustainable Energy Reviews, 18, pp.1-5.
Czinkota, M.R. and Ronkainen, I.A., 2013. International marketing. Cengage Learning.
Devabhaktuni, V., Alam, M., Depuru, S.S.S.R., Green II, R.C., Nims, D. and Near, C., 2013.
Solar energy: Trends and enabling technologies. Renewable and Sustainable Energy
Reviews, 19, pp.555-564.
Martin, N.J. and Rice, J.L., 2012. Developing renewable energy supply in Queensland,
Australia: A study of the barriers, targets, policies and actions. Renewable Energy, 44,
pp.119-127.
Pegg, S., Patterson, I. and Gariddo, P.V., 2012. The impact of seasonality on tourism and
hospitality operations in the alpine region of New South Wales, Australia. International
Journal of Hospitality Management, 31(3), pp.659-666.
Prasad, D. and Snow, M., 2014. Designing with solar power: a source book for building
integrated photovoltaics (BiPV). Routledge.
Ramblingsdc.net 2011 Solar power in Australia: a historical snapshot retrieved from:
http://ramblingsdc.net/Australia/SolarPower.html [Accessed on 28th September, 2018]

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Rubel, H., Pieper, C., Zenneck, J. and Sunak, Y., 2017. How Batteries and Solar Power Are
Disrupting Electricity Markets. Group, BC (Ed.), BCG Perspectives.