COMPETITIVE ANALYSIS

AND MARKETING STRATEGY

List Of Competitors We Are Analyzing
• TATA POWER
• ADANI SOLAR
• WAAREE ENERGIES
• VIKRAM SOLAR
• PREMIER ENERGIES
States These Company Target

• Tata Power
• Adani Solars
• Waaree Energies
• Vikram Solars
• Premier Energies
States we can target and why ?
• Kerala : There is less competitors and potential customers as the residentials
are not tapped
• North east : good potential customers and government support but hilly
areas and some places are quite cloudy
• Jharkhand : less competition as untapped market, needs awareness as it has
potential customers
• Bihar : less competition as untapped market, needs awareness as it has
potential customers
• Odissa : developed area with very potential customers and government
support
• Karnataka : good sunlight and great space also developed area with very
potential customers and government support
• Goa : great sunlight and open space, also developed area with very potential
customers and government support
SWOT ANALYSIS of TATA POWER
STRENGTHS: WEAKNESS:
• brand trust • Limited market share due to competition
• Capable of expansion • Limited presence in south india
• Access to new technologies
• Ways of generating power: thermal, hydro, wind,
solarenergies

OPPORTUNITY : THREATS :
• Increasing demand • Fluctuating international prices of coal
• Non conventional sourses of power • Changes
• Expansion into third world countries and global
expansion
OVERVIEW :
• PARENT COMPANY: TATA GROUP
• CATEGORY: POWER
• SECTOR: ENERGIES AND POWER
• SLOGAN: lighting up lives
• USP: india’s largest integrated private power utility
• Segmentation: retail customers in metros, refineries ports etc
• Target market: Residential areas, and industries
• Positioning : reliable service with superior customer care
SWOT ANALYSIS OF ADANI POWER
STRENGTHS WEAKNESS
• DIVERSE NATURE • ONLY IN FEW STATES
• GOOD ASSET CREATION • LOW MARKET SHARE
• GOOD OPERATIONAL EFFECIENCY
• LARGEST SUPPLIER OF COAL, SO COAL COST IS
REDUCED
• MAJOR PLAYER

OPPORTUNITY THREATS
• HYDRO ELECTRIC POWER GENERATION • INTERNATIONAL PRICE CHANGE
• GOOD CONTENDERS OF UMPPs SINCE THEY ARE • INTERNATIONAL POLICIES
PRESENT IN COAL MINING AND COAL IMPORTS • PRIVATE SECTOR COULD COMPRESS RATES OF
• CAN EXPAND MERCHANT POWER
OVERVIEW:
• PARENT COMPANY: ADANI GROUP
• CATEGORY: POWER
• SECTOR: ENERGIES AND POWER
• SLOGAN: TIMELESS VALUES- DRIVING GROWTH AND PROPERITY
• USP: largest thermal power producer in the Indian pvt sector and the
largest solar power producer in india
• Segmentation: industries and ports
• Target market: industries and ports
• Positioning : fastest in execution of projects
SWOT ANALYSIS OF WAAREE ENERGIES
Strengths: Weakness:
• Market Leader • DEPENDENT SUPPLIERS
• MULTIPLE REVENUE SOURCES • CAPITAL INTENSIVE BUSNIESS
• EXPORT BUSINESS

Opportunity: Threat:
• INCREASE IN DEMAND • REGULATORY CHANGES
• TECHNOLOGICAL ADVANCEMENT • COMPETITION
• EXPORT OPPORTUNITIES
OVERVIEW:
• PARENT COMPANY: WAAREE ENERGIES
• CATEGORY: POWER
• SECTOR: ENERGIES AND POWER
• SLOGAN: WAAREE – ONE WITH THE SUN
• USP: India's largest solar panel manufacturer, consistently achieving
Tier 1 status for reliability, and having a strong focus on quality and
innovation
• Segmentation: rooftop, commercial and international
• Target market: IPPs, commercial and residential
• Positioning : they offer comprehensive energy solutions, including
solar modules, EPC services, and O&M services also quality and
innovation
SWOT ANALYSIS OF VIKRAM SOLAR
Strengths: Weakness:
• Market presence • Reliance on suppliers
• Strong infrastructure and market reach • High debt
• Epc and o&m services • Reliance on epc contracts
• Good market share
• Focus on innovation

Opportunity: Threats:
• Growing renewable energy market • Rawmaterial shortages
• Favourable regulatory landscape( macro) • Fluctuating raw material prices
• Expansion plans • Competitons are high
• Vertical integration
OVERVIEW:
• PARENT COMPANY: Vikram solar
• CATEGORY: POWER
• SECTOR: ENERGIES AND POWER
• SLOGAN: KHUSHIYON WALI SUNSHINE
• USP: leading solar energy solutions provider with a global presence,
specializing in high-efficiency PV module manufacturing and comprehensive
EPC solutions,
• Segmentation: PSUs AND PRIVATE COMPANIES
• Target market: ROOFTOP SOLAR, EXPORT MARKET
• Positioning : STRONG MARKET SHARE 19%
SWOT ANALYSIS OF PREIMER ENERGIES
Strengths: Weakness:
• Strong financials • Raw material dependency
• Diversed portfolio • Competition
• Established brand

Opportunity: Threats:
• Renewable energy demand • Chinese manufacturer reliability
• Market reach • Supply chain disruption
• Regulatory risks
OVERVIEW:
• PARENT COMPANY: PREMIER ENERGY
• CATEGORY: POWER
• SECTOR: ENERGIES AND POWER
• SLOGAN: from nature. For nature
• USP: a leading integrated solar cell and module manufacturer in India
• Segmentation: industrial, commercial
• Target market: expansion and domestic market
• Positioning: They are transitioning to more efficient technologies,
such as TOPCon solar cells, to stay ahead of the curve in the solar
industry.
 Marketing strategies used by TATA GROUP
Competitive Advantage:
Firm’s strategy of being a focused Low-Cost service provider is being aided by
following competencies it had build.
• Technology leadership: Tata Power will be commissioning the first Ultra Mega
Power Project in the country and has a slew of mega projects under implementation
• Firm base in Mumbai: The Company has been associated with the growing legacy of
Mumbai as a business city for over nine decades. Here Tata Power has modified its
offerings to different clienteles.
• low-cost provider: Besides from opting for UMPPs Tata motors has occupied stake
in coalmines in Indonesia for cheaper fuel supply, required for low-cost production
• Access to hydro and solar energy production: It provides firm dependability and
pitch for green energy unlike most of its rivals.
Stakeholders engagement strategy
STRATEGIC BUSINESS OBJECTIVES
AND FEEDBACK LOOP
SDGs OF TATA
POWER
MATERIALITY
DETERMINATION
PROCESS
 Marketing strategy of TATA POWER
Tata Power's Marketing Strategy
Tata Power, as part of the Tata Group, follows a comprehensive and dynamic marketing
strategy that capitalizes on the broader marketing principles of the Tata conglomerate. Here
are some key aspects of Tata Power's marketing strategy based on insights from the Tata
Group's overall marketing approach:

Comprehensive Marketing Mix

• Product Strategy: Tata Power focuses on offering technologically advanced and sustainable
energy solutions. This aligns with the overarching Tata Group strategy of innovation and
addressing market needs.
• Pricing Strategy: The company adopts differential pricing to cater to diverse market
segments, ensuring accessibility to a wide range of customers.
• Distribution Strategy: Tata Power utilizes both traditional and digital channels to ensure its
products and services are widely available. This includes leveraging a strong network of
retail outlets and digital platforms.
• Promotional Strategy: Combining traditional advertising with digital marketing, Tata Power
effectively engages its audience through TV, print, and online campaigns.
Digital Marketing and Social Media Presence
• Tata Power, as part of Tata Group, emphasizes digital marketing strategies like
SEO, social media marketing, and content marketing to enhance brand
engagement.
• The company maintains a strong social media presence, engaging with
consumers and building brand loyalty through platforms like Facebook, Twitter,
and Instagram.

Sustainability and Innovation as Core Themes

• Tata Power's marketing campaigns often revolve around sustainability, aligning
with the group's commitment to renewable energy and innovative solutions.
• Campaigns such as "Aapki Roof, Aapki Takat" encourage consumers to adopt
solar energy, showcasing Tata Power's push towards sustainable living.
Competitive Positioning
• Facing competition from major conglomerates like Reliance and Adani, Tata Power
leverages its strong brand reputation and diversified energy solutions to maintain a
competitive edge.
• The company continuously adapts its marketing strategies to meet the challenges
posed by competitors in the power sector.

Promotional Campaigns and Brand Engagement

• Tata Power engages in impactful promotional campaigns, utilizing both influencer
marketing and content-driven strategies to reach broader audiences.
• These campaigns are designed to create relatable and impactful experiences for
consumers, driving brand affinity and customer engagement.

By integrating these strategies, Tata Power not only strengthens its market position but
also aligns itself with the Tata Group's vision of sustainability, innovation, and
customer-centricity. These efforts ensure that Tata Power remains a leader in the
energy sector, committed to providing clean and reliable power solutions.
Marketing Strategy of Adani Power –

STP Analysis is the first part that we would look into in the marketing
strategy of Adani Power.
Segmentation, Targeting and Positioning
Segmentation – Adani Power segment involves power transmission activities,
trading segment, Mumbai GTD Business and many more.
Targeting – The company does not produce anything to be sold, they
transmit power with 14000+ power transmission length and 23000+
transformation capacity, so it doesn’t apply the concept of transmission.
• Positioning – As for the positioning of the company in the market, it is one
of the leading companies in power transmission and trading.
Marketing Campaigns
1. #SoundsOfGoodness Campaign
2. #Livetheconstitution Campaign

Social Media Marketing

• SEO Strategies
• Influencer Marketing
• E-Commerce Strategy
• Mobile Apps
• Content Marketing Strategy
What’s Unique in the Marketing Strategy of Adani Power?
One of the leading companies in power transmission and trading is
Adani Power. The business is enormous and has a good handling
system. They have carried out numerous distinctive marketing
campaigns and Social initiatives.
So engaging with customers and developing new social media
marketing tactics are still areas where the organisation may improve,
given the importance of digital marketing in today’s world.
Learning about the expanding sector of digital marketing is crucial
given its growing relevance.
 Marketing strategy of WAAREE ENERGIES
Competitive Advantages of Waaree Energies
1.Market Leadership:
1. Waaree Energies is recognized as a leading manufacturer in the solar PV module industry in India, with a high
installed production capacity of 12GW. This leadership status enhances its brand reputation and market influence.
2.Diverse Product Portfolio:
1. The company offers a wide range of solar products, including multicrystalline, monocrystalline, and TopCon
modules. This diversity allows the company to cater to various market needs, enhancing its competitive edge.
3.Strong Export Business:
1. Waaree Energies exports to over 68 countries, which reduces reliance on the domestic market and establishes the
company as a significant player on the global stage.
4.Commitment to Innovation:
1. By focusing on emerging technologies like Mono PERC and large silicon wafer technology, Waaree Energies ensures
product efficiency and cost-effectiveness, maintaining a competitive advantage.
5.Multiple Revenue Streams:
1. The company's diversified revenue model includes sales of solar modules, inverters, energy storage systems, and
solar water pumps. This reduces risks associated with reliance on a single product segment.
6.Strategic Positioning:
1. Waaree Energies is well-positioned to leverage industry momentum and capitalize on growth opportunities in the
renewable energy sector through strategic investments and expansion plans.
Strategic Vision
Material
assessment
Comprehensive Marketing Strategy of Waaree
Energies
1. Market Leadership and Positioning:
Waaree Energies is recognized as a leader in the solar PV module manufacturing
sector, with a remarkable installed production capacity of 12GW. Their market
leadership is fortified by a strategic focus on delivering high-quality, cost-
effective, and sustainable energy solutions. The company positions itself as a
major player in the renewable sector, leveraging its extensive experience and
reputation to expand its influence both domestically and internationally.
2. Diverse and Innovative Product Portfolio:
The company boasts a diverse portfolio, including multicrystalline,
monocrystalline, and TopCon modules. Waaree also offers bifacial modules
(Mono PERC) and BIPV modules, catering to a broad spectrum of energy needs.
This product diversity allows Waaree Energies to target various segments of the
market, from residential to commercial, enhancing its competitive edge.
3. Strategic Global Export Business:
Waaree Energies has established a robust export network, providing
solar modules and EPC services to over 68 countries. This strategic
expansion reduces dependency on the Indian market and positions
Waaree as a formidable entity in the global renewable energy space.

4. Emphasis on Emerging Technologies:

Focusing on cutting-edge technologies like Mono PERC and large silicon
wafer technology, Waaree Energies underscores its commitment to
innovation. The company's R&D initiatives aim to enhance product
efficiency and cost-effectiveness, ensuring they remain at the forefront
of the solar industry.
SWOT Analysis Insights:
• Strengths: Waaree is strategically positioned as a market leader with a
diversified revenue stream, offering solar modules, inverters, and energy
storage systems. Their strong export business enhances their market
presence.
• Weaknesses: The company faces challenges such as a dependency on
external suppliers and high capital investment requirements. Regulatory
changes can also impact profitability.
• Opportunities: The increasing demand for solar energy, driven by global
sustainability initiatives, presents significant growth opportunities.
Technological advancements provide avenues for product innovation and
market expansion.
• Threats: Regulatory changes and intense competition, particularly from
Chinese manufacturers, pose challenges. The need to continually adapt to
technological shifts is critical to maintaining market relevance.

SOURCE: https://www.pocketful.in/blog/waaree-energies-case-study/
MARKETING STRATEGY OF
VIKRAM SOLAR
MARKETING STRATEGY THAT WE CAN USE
Product Positioning
• Innovation and Sustainability: Position SolarX as a leader in innovative and
sustainable energy solutions, similar to Waaree's approach but with a unique
focus on cutting-edge technology.
• Diverse Offerings: Highlight a diverse product portfolio that includes renewable
energy solutions and clean technology, akin to Tata Power's strategy.

Pricing Strategy
• Competitive Pricing: Implement a competitive pricing strategy that balances
quality and value, drawing from Adani Solar's focus on competitive pricing.
• Government & Tender-Based Pricing: Consider pricing strategies influenced by
government policies and tenders, as observed in Tata Power's approach.
Distribution Channels
• Global and Strategic Partnerships: Develop a robust global presence with
strategic partnerships, aligning with Adani Solar's distribution strategy.
• Centralized Operations with Regional Hub: Use a centralized distribution model
with regional hubs, inspired by Tata Power's approach.

Promotional Activities
• Brand Trust and Sustainability Initiatives: Build on brand trust and promote
sustainability initiatives, following Tata Power's promotional strategy.
• Customer-Centric Campaigns: Focus on customer-centric promotional
campaigns to build long-lasting relationships, similar to Waaree Energies.

Additional Elements
• Digital Marketing and Analytics: Use digital marketing tools and analytics to
drive campaigns and measure success, taking a cue from Waaree's data-driven
approach.
Sources and Evidences Used for SolarX Marketing Material
1.Tata Power Strategies:
1. Source: MBA Skool on Tata Power Marketing Mix (4Ps) & Marketing Strategy
2. Insights: Diverse product portfolio with renewable energy, pricing influenced by
government policies, centralized distribution, and promotional focus on
sustainability.
2.Adani Solar Strategies:
1. Source: MBA Skool on Adani Marketing Mix (4Ps) & Marketing Strategy
2. Insights: Competitive pricing, strong global presence through strategic
partnerships, and brand-strength promotion.
3.Waaree Energies Strategies:
1. Source: Canvas Business Model on Waaree Marketing Strategy
2. Insights: Customer-centric approach, quality assurance through R&D, market
expansion via partnerships, and sustainability focus.