Developing and Executing an Effective Marketing and Media Outreach

Strategy for Gujarat Energy Research and Management Institute (GERMI)

SIP Presentation

Presented ByApurva Mittal

20141009

Faculty GuideDr. Subrat Sahu

 Associate Professor

Content

• About GERMI• Introduction• Objective• Scope• Phase I: Marketing &

Media Outreach• Phase II: Effective

implementation of the national certification program for rooftop solar PV installer in India

• Conclusion• Recommendation

GERMI• Incorporated in 2004• Promoted by Gujarat State Petroleum Corporation

Ltd.• Centre of excellence in industry learning• Provide facilities and opportunities for creation of

knowledge, blue print of futuristic technologies and new business opportunities

GERMI: An Overview of Solar Activities; 15 July 2014. 4

GERMIBoard of Trustees

• Chairman: Principal Secretary, Energy and Petrochemicals Dept., GoG• Vice-Chairman: Managing Director, Gujarat State Petroleum Corporation Ltd.• Secretary• Other Trustees

Pandit Deendayal Petroleum University

GERMI Research, Innovation &

Incubation Centre

School of Petroleum

Management

School of Petroleum Technology

School of Solar

Energy

School of Nuclear Energy

School of Liberal Studies

Director General

Director

Petroleum Research

Wing

Solar Energy Research

Wing

Environment & Climate Change Research Wing

Director Director Director Director Director

Principal Research Scientist

Principal Research Scientist

Principal Research Scientist

GERMI Training Centre

School of Techno-

logy

Director

Organizational Structure

Objective

• To analyse various platforms that can be used for Media Outreach.

 • To develop a Marketing calendar for the year

2015 for GERMI. • To ensure effective implementation of the

national certification program for rooftop solar PV installer in India.

Scope

The scope of the study is limited to:  • 2 months duration i.e., 12/05/2015 to 12/07/ 2015 • Marketing Plan for the Year 2015 • Digital Platforms for marketing currently include

Facebook, YouTube, LinkedIn, Twitter, Wordpress

Study Design

• Approach for the study Qualitative• Qualitative research techniques Depth interviews and case studies• Data sources Secondary sources, lengthy unstructured interviews• Research design Exploratory, followed by Descriptive research.

Phase I: Marketing

& Media Outreach

Marketing Plan

• Marketing calendar

• Strategy and implementation

• Deliverables

Strategies Implemented

• Content marketing

• The 80/20 principle

• Retweet

• Twitter campaign

Strategies Implemented• Provide Value• Consistent and Frequent Publishing Schedule• Finding Target Audience Using Graph Search and

Lookalike Audiences• Campaign• Analytics

Best time of the day

Campaign

Post reach

People reach by region

Strategy and implementation

Visibility AnalysisClick Analysis

Strategy and implementation

• Groups

• Answering Questions on LinkedIn

• Blog Link

• Two blogs a week were posted on the blog and then shared on other social media platforms.

• Blogs were written by GERMI employees and interns.• The blogs represented the work under process or completed

by that employee.• The blog was completely redesigned to make it more

appealing and user friendly.

Strategy and implementation

Strategy and implementation

GERMI Twitter has got 104 followers, so we’ve reached the target of 100 followers. Now the target is to reach 500. We have got Inter Solar 2016 coming up which will require a lot of strategizing and timely campaigns. The past month has been quite good as far as post reach is concerned. We have followers like Inter Solar US, Earth Hour, Schneider Electric etc.

GERMI has been introduced into the solar photovoltaic circle and GERMI has been inducted in a lot of professional groups.

GERMI Facebook has got 2K followers which is more than many other research institutes like Reliance R&D etc. We have Schneider Electric, GE etc. following our page.

GERMI Youtube page has one corporate video uploaded with many views. We wish to start a GERMI Feature – which will feature videos or pictures of the many new projects taken or innovations being made.

GERMI Google+ basically is for the internal sending of articles or interesting pieces of read to share within the organization.

GERMI Wordpress BLOG has 80+ followers with interesting fresh posts coming up every Friday. A stay tuned feature with all information on Trainings and Workshops being organized by GERMI was added.

• International/National Collaborations Intersolar SF, Intersolar Mumbai

• Publication houses

Phase II: Effective

implementation of the

National Certification Program for rooftop solar PV

installer in India

Deliverables

• Process Flow Diagram• Flowchart for Applicant/Training Institute• Development of legal agreement between the

training institute and GERMI• Format preparation and finalization• Management and formulation of the course material

Development of Legal Agreement Between the Training Institute and GERMI

• Agreement Copy

Knowledgebase Preparation

• Student enrolment form• Fee receipt• Exam form• Answer key• Weekly test• Feedback form• Pre-assessment • Post-assessment • Exam question paper• Hall ticket • Exam attendance sheet• Mark sheet• Provisional certificate• Final certificate• Application for issue of duplicate certificate

Recommendations• With tough competition coming from various

private players in the field of consulting, GERMI should make every possible attempt to showcase its capabilities and core competency.

• There should be a continuous effort in order to optimize the benefits out of various marketing platforms in order to reach out potential clients.

• More and more Tie ups with solar industrial events of both national and international level should be done to make GERMI’s presence felt globally.

Recommendations

• The research works of the employees should be published more frequently in leading journals and magazines.

• A new set of digital platforms and data analysis tools can be added to improve on the search engine optimization for GERMI.

• Also campaigns and workshops like solar professional workshop can be used to create a buzz amongst masses and hence should be held more often.

• The marketing plan developed for the year 2015 should be followed keeping in mind the time frames allotted for each activity in order to regularize the calendar and keep the marketing activities uninterrupted.

Case Study:Solar Power Bundling Scheme and its

impact on the health of the Distribution Companies

Introduction

• The Ministry of New and Renewable Energy (MNRE) has proposed various strategies and mechanisms to promote solar projects in India. In order to facilitate grid connected solar power generation, the concept of bundled solar power was introduced in the first phase of Jawaharlal Nehru National Solar Mission (JNNSM), 2010

Issues and challenges

• With the Discom’s mounting debts, the respective states are increasing the electricity tariffs each year. By increasing the Tariff, on one side the losses for the previous years have lessened for the Discoms but on the other side they are getting buried in more and more debt every year. At the end of the day, this is impacting the end consumer.

Analysis• Is Bundling significantly impacting the financial

health of the Discoms?

Solar power bundling - Pricing mechanism

APPC v/s NVVN Bundled Power Price of Jaipur DISCOM

2011-12 2012-13 2013-14 2014-15Rs. 0.00

Rs. 1.00

Rs. 2.00

Rs. 3.00

Rs. 4.00

Rs. 5.00

Rs. 6.00

NVVN Bundled Power PriceAPPC

YEAR

INR/

kWh

Power Purchase cost from various energy sources for Rajasthan Discoms for FY

2013-14

Bundled Thermal Bio-mass Wind Solar (PV) Solar Thermal Hydro Nuclear Short term purchases

Rs.-

Rs.2.00

Rs.4.00

Rs.6.00

Rs.8.00

Rs.10.00

Rs.12.00

Rs.5.32

Rs.2.96

Rs.5.90 Rs.5.59

Rs.8.33

Rs.11.37

Rs.3.41 Rs.3.01 Rs.3.72

INR/Kwh

Energy Sources

References• GERMI solar wing manual•  • GERMI http://bit.ly/1hFVRP6•  • India solar decision brief, Bridge to India•  • Cleantechnica. Top ten target strategies solar marketing http://bit.ly/1AiaA6a•  • MNRE. JNNSM http://bit.ly/1aDb3px•  • Make in India. Renewable energy http://bit.ly/1EjFWAl•  • CRISIL. Report on health of power sector 2011 http://bit.ly/1Gy2Gdg•  • IDFC. Presentation on implementation: Issues on bundling scheme http://bit.ly/1Llc4VI•  • RERC. Annual report 2013-14 http://bit.ly/1LlbZS0•  • CEEW & NRDC ‘Reenergizing India’s Solar Energy Market through Financing’ http://on.nrdc.org/1Gy3Qp2•  • CERC. Annual report 2013-14 http://bit.ly/1GJkxe7