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Marketing Strategies in the European Energy Supply Markets
Datamonitor, April 2011, Pages: 51
Marketing has come to the forefront of Europe's supply markets as they begin to see economic recovery: yet the market lacks a play-book and has little regional comparability. The sale and marketing of energy presents unique challenges - with a homogeneous delivered commodity, energy companies have to develop innovative ways of differentiating by brand and proposition
Features and benefits
- Overview of the techniques employed by Europe's main suppliers to face the challenge of differentiating themselves in a homogenous market
- Ranking of how effectively Europe's main suppliers market their business, with analysis of areas to improve
- Forecast of how the energy markets will develop to account for changing regulation and marketing legislation
Highlights
- Social media is not the holy grail for the energy sector despite its major potential. Indeed it is traditional marketing that offers greater scope for innovation and remains the core element of marketing
- Despite the predominance of traditional marketing, suppliers no longer get what they pay for. Originality and a genuine understanding of the market are far more effective commercial qualities
Your key questions answered
- Develop a clear understanding of the various marketing channels and how they are most effectively used
- Analyse key trends in the the current European market and recognise how cultural differentiators influence marketing tactics
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