The Marketing Strategy Of GF Group For Off-grid PV System In Indonesia Market

Due to lack of national grid, a huge land area and numerous islands, the electrification ratio is only 64.15% in Indonesia. More than 33% Household are still living in unelectri fied area. In this case, Of f-Grid photovoltaic power generati on can provi de a cost-effective and flexibl e power supply solutions.The PEST an alysis has been used in this article, to analyze renewable energy policy, tariff and related Macro analysis in Indonesia. The return on investment of diesel generator and of f-grid PV system has been compared. Based on PEST analysis, the SWOT analysis has been used to analyze the GF Group’s current situation. According to STP analysis, the target market has been defined to two segment markets: Consumer market and or ganizational market. The marketing mix has been planned to four elements: product, price, place and promotion.The Market Segmentation and targeting reflects GF’ s corporate strategy in Indonesian market, which is positioned as reliable energy supplier. Carrying out differential strategy, the product decisions includes differentiated product, design and service. Using bifurcated pricingstrategy to target B-to-B and B-to-C market, which are perceived value pricing and value pricing. Establishing different channels to cover urban and remote area. Using “Powering Unlimited Potential” as communication messaging, the marketing communication plan targets all stakeholders and includes advertising, promotion, event, public relations and individual marketing.In Conclusion, this thesis provides a feasible solution to increase the brand awareness and market share of GF Group in Indonesian market.