Branding Commodity Like Electricity Essay

729 words - 3 pages

Can Electricity be Differentiated etc.Branding ElectricityYes commodities like electricity, petrol, gas, water, food grains, fruit, milk etc. can be differentiated and branded.In many countries this has already happened. As far as electricity is concerned a detailed market survey of the actual retails consumers, the mass consumers, the transmission & supply companies could reveal consumer preferences along which differentiation could be possible.Broadly one may look at the following aspects for targeting segments along these lines.1.) Retail Consumers a) Low incomeDemographic b) Middle incomec) Higher income2.) Geographic City / Rural3.) Commercial Consumers Pvt., Govt., Office, Factories, Railways,Electroplating, Aluminum ManufacturingCos., etc. Educational, Hospitals.4.) Method of Generation Hydro Electric, Atomic, Gas, Oil, Coal,Solar, Wind Power, etc.5.) Nature & Reliability of For 24 hours, on full voltage withoutSupply spikes - AC/DC Supply.6.) Green or Eco Protective In methods of manufacture, supply,Consciousness transmission use. Use of power savingGadgets.7.) Billing practices Fair, Cheap, friendly after sales, noextortionist add ons. Advance warning onhigh billing, etc.8.) Add on Services Advice as how to lower bills &consumption fixtures, gadgets, & heatinsulations provision of invertors, electricvehicle charging facilities.Sharing date base of the customers.Insurance cover for shock & fire hazards -fixed cost consumption protocols.Communication systems on the A/c wires -Education of the younger children onhazards of the environment, deforestation,global warming, etc.Reverse pricing, bonus for saving,compensation for black outs etc.The electric supply companies having mostly operated in a monopoly environment, have become almost blind to the possibility of approaching the various possible segments of the market differently.The retail consumers' needs are different from that of the commercial. Among the retail consumers there are those who needs are severely constrained by their ability to pay beyond a certain fixed amount. Much like the modern day refill system for mobiles or the older of dropping of coins in the gas supply machine, power meters could be preprogrammed for fixed monthly amounts.There maybe a need for a power supply company to manufacture intelligent reprogrammable meters for cost sensitive customers.The higher income consumers may have a need of...


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