Energy Efficiency Economics & Markets

Development of a Marketing Strategy for Retailing Energy

Client: National Energy Retailer

EnergyConsult staff?conducted a detailed market and competitor analysis to develop detailed scenarios and strategic options for the retailer post-contestability. Market research sources, likely competitor behaviour and the financial impact of competition were all reviewed. Following the presentation and acceptance of this material by senior management, a complete marketing strategy was developed for the residential and small business sectors, which included strategies for product development, pricing, market segmentation, positioning, alliances and marketing channels.