In these modern times, we can notice that many managers prefer sales or operations instead of brand management. Indeed, this task is less useful in a basic commercialisation process. But they are wrong and we will prove the efficiency of brand management, which is the creator of more value.
EDF, the main supplier of energy in France, will have to face up to the privatisation of its market next July. Through this case study, we will propose a strategy in order to keep the monopoly situation with 86% market shares.
First, we are going to define the current brand situation of EDF and then show the importance of the brand in value creation. After that, we will expose the advertising supports useful in our proposition of the communication-mix. Then, we will conduct and implement a media planning and we will conclude on the brand value chain and our recommendations.
[...] Also we maintained the same message: a small price, security, purity . We had divided our campaign on a cover rate of 90%. This is the normal cover rate for a company as well-known as EDF: 25% of our target between 1 time and 3 times 50% between 4 and 8 times 15% more than 8 times Target We had chosen to target France. The people we targeted were the private consumers between 20 and 80 years. (The private consumers of EDF are 25 million around the world). [...]
[...] Brand Superiority: EDF Energy has to be present in major events. By following the example of the ‘Meeting Gaz de France d'Athlétisme', the brand could be involved with sport competitions. Football, cricket, rugby, tennis, horse races and boat races are the most popular sports in London (visitlondon.com), where EDF Energy is present. Moreover, EDF is ranked second worldwide in nuclear power. Opinion Warmth: EDF Energy brings light and the warmth to consumers of England and Wales. It is quite easy to show it by a good advertising campaign. [...]
[...] The sector Activities Source: From EDF website Generation (based on nuclear, fossil-fired, hydro, wind and other sources) and trading; Transmission: development and operation of high and extra high voltage grids; Distribution: operation of medium and low voltage distribution grids; Supply and retail; Energy services such as cogeneration, technical management, thermal management of buildings, etc. New businesses related to the activities of the future. The EDF Group has had a longlasting tradition of innovation in generation techniques and electricity uses. Position Data from EDF website, www.edf.fr *In millions of consumers Within a context of market opening, the EDF Group is positioning itself to become a leading energy company in Europe. [...]
[...] TV Press Bilboards Internet Radio Sponsorship taxes) Total budget : Media TTC : Sponsorship : 600 The measure of the brand and our recommendations The brand value chain Marketing Program Investment Communication: We will invest in a huge communication plan in order to reinforce the impact of the brand customers' mindset. On another hand, we will reinforce in the spirit of the customers that EDF is respectful of the environment. Indeed, we know that 83% of French think that enterprises don't respect the environment enough. [...]
[...] II) Brand management and creating value Mix Marketing Products Electricity production Electricity transport Energy services Indirectly: Treatment of wastes Renting of electric vehicles Recycling Many different kinds of energy services Price Offers one of the lowest prices in Europe Distribution All over Europe, leader in most European countries Publicity Television, campaigns, magazines, etc. ‘When your world gets clearer' The CBBE model Salience : Category Identification: Energy producer Needs satisfied: EDF offers energy solutions to each and every customer and provides the vital commodity of energy to the greatest number of customers and communities. [...]
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