Mission 2012

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Power Sector Scenario

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Mission 2012

  1. 1. MISSION – 2012From Marketing Point of View Prepared By : Md. Mushfik Monjur
  2. 2. OVERVIEWOrganization mission Divisional StrategyCorporate Strategy Divisional PlanningStrategic management Image Marketing We Place High Value On Customer ServiceStrategic Marketing Brand equity
  3. 3. Our Strategic PlanningDeveloping and Maintaining a strategicfit between the organizations objectivesand resources and its changing marketopportunities. Org Objectives Strategic Fit Resources Changing Environment
  4. 4. Sun Tze on Strategy “Know your enemy, know yourself, and your victory will not be threatened. Know the terrain, know the weather, and your victory will be complete.”
  5. 5. Few Facts : Electricity Generation In Bangladesh  Maximum generation in 2008 : 3935.1 MW  Maximum Generation In 2007 : 4130 MW  Maximum Generation In History : 4130 MW
  6. 6. Development plan Up to 2012 Installed Capacity, MW 9,666 Peak Demand, MW 7,887 Net Generation, MKWh 39,157 Transmission Line, Km 7,180 Capacity of Grid S/S, MVA (a) 230/132 KV 11,575 (b) 132/33 KV 17,920 Distribution Line, Km 3,45,530 No. of Consumers, million 12.75 No. of Village Electrified 69,571 per Capita Generation, kWh 260 Access to Electricity 65% Investment Requirement, (billion Tk) 307
  7. 7. Road To 2012 & Our Scope Upcoming New Power plants : 26 Out of 26 – Gas Power : 25 & Hydropower :1 Present Proven Reserve of Natural Gas : 8.40 TCF First Half of FY08 : i) Avg. Daily Power generation – 3552 MW ii) Peak Demand Stood At : 5200 MW
  8. 8. SCOPE OF WORKS DESA  APSCL DESCO  EGCB BPDB  NWZPDC PGCB  NWPGC DPDC  PC PBS  SZPDC BERC  WZPDC REB  RPC
  9. 9. Our Key Elements of Marketing Strategy Formulation  The strategic 3 Cs  Customers, Competitors & the Corporation  Strategic Marketing Decisions  Where to compete  How to compete  When to compete
  10. 10. A Viable Marketing Strategy We Must have a clearly defined market We Must have a good match between corporate strengths and market needs We Must have significant positive differentiation in the key success factors of the business
  11. 11. Marketing Audit of EEL Comprehensive  Must cover all marketing areas Systematic  Sequential diagnostic steps Independent  Internal & external auditors Periodic  Performed at regular intervals
  12. 12. Charter Value1. Customer Satisfaction2. Profitability3. Warm relationship with others4. Sense of Accomplishment5. Self-fulfillment6. Sense of belonging7. Respect from others8. Self-respect9. Security
  13. 13. Sources of Customer Value Economic:  The economic benefit a customer derives from using a product Functional:  Those aspects of a product that provide functional or utilitarian benefits to customersPsychological:  The image of the product, including how the product “feels” and whether that feeling matches the image the customer wants to project
  14. 14. ENERGYPAC IS A BRANDOUR BRAND BUILDING PROCESS
  15. 15. Consumer Study Brand Touch-Attributes Points EnergypacB rand Building Brand Brand Benefits Strategy Brand Positioning and Essence
  16. 16. Our Brand PUBLIC EVENTS RELATIONS DIGITAL ASSET MGMT OUTDOOR CORPORATE IDENTITY PRINT INTERACTIVE DIRECT ENVIRON- MENT MKTG RETAIL E-MAIL MARKETING E-COMMERCECO-BRANDING EEL PACKAGING ONLINE MEDIA PLAYING CRM SURFACE THEME ART MARKETING UNIFORM BROADCAST GRAPHIC STANDARDS GUERRILLA PROMOS MEDIA
  17. 17. How Can We Measure Our Brand Equity Awareness: Being aware of a brand is usually a requirement for its purchase and tends to lead to more favorable opinions by reducing the risk associated with a familiar option. Associations: Images related to overall quality as well as specific product attributes and user characteristics affect the reaction to a brand.3. Attitude: Overall favorability toward a brand is a critical part of brand equity. Attachment: Loyalty to a brand is the strongest type of equity, and most beneficial for sellers. Activity: The strongest fans of a brand become advocates.
  18. 18. How Can We Maintain Brand Treat the Loyalty Customer right Stay close to the Customer Measure / Manage Customer Satisfaction Brand Loyalty Create a solution for a Customer Problem / Reward loyalty Provide Extras
  19. 19. We May Maintain Brand Awareness Top of Mind Brand Recall Brand Recognition Unaware of Brand
  20. 20. Assessing the Value of the Product Category1. Determine the uses of the product2. Estimate the importance of the uses3. List competing products for the uses4. Determine the relative effectiveness of the product category in each usage situation
  21. 21. Three Minute Drill… How Can We Improve Our Customer Analysis for Our Project?  Demographic  Socioeconomic  Personality  Psychographics and values
  22. 22. Hierarchy of Objectives Company Mission/VisionLevel 0 Corporate objectivesLevel I Corporate strategies Divisional objectivesLevel II Divisional strategies Product/brand objectivesLevel III Brand strategies Program objectivesLevel IV Tactics
  23. 23. Strategic Alternatives Long- term profits Efficiency, Growth in sales or short-run market share profits Market Market Decrease Increasedevelopment penetration inputs outputs Existing Reduce IncreaseNew segments customers costs price Improve Convert Competitors’ Improve asset nonusers customers sales mix utilization New product development
  24. 24. We May Focus On Five Areas For Differentiation1. Quality2. Status and Image3. Branding4. Convenience and Service5. Distribution
  25. 25. What: EEL Believes Brands Must “Win The Heart”EEL believes in creating motivatingcommunication solutions that connect brandassets with consumers on deep emotional levels.This fusion drives activation, increases brandawareness and builds brand equity - positioningclient brands for maximum success.
  26. 26. We Value Different Types of Objectives  Profitability  R&D  Growth  Diversification  Market share  Efficiency  Social responsibility  Financial stability  Employee welfare  Resource conservation  Product Quality  Mgt & labor development  Service
  27. 27. RECENT STRATEGIC DEVELOPMENT Changes in external environment2000 Upcoming Years New corporateExisting Strategies strategy Strategy phase 1Key themes: Strategy phase 2 Making the case for change Our approach: Corporate strategy  Products & services  Vision Restructuring to enable change  Discipline reviews  Mission Market focus  Property strategy  Strategic priorities Modernizing our services Managing collection as single entity E-strategy
  28. 28. OVERALL CHANGE PROGRAMME TIMELINE 2008 2008 2008 Remaining 2009 2012 After Dec JUNE Decembe Expected Signing 2008 Demand Demand r ContractTotal : 370 Total : 2820 MW About 6000 MWMW Public : 1470 MW For Reliable Supply :Public : 60 7300 MWMW Public-Private Partnership : 1350 MW Per capitaPrivate- Consumption : 170 KWh Total : 570 MW Total : 2310 MWPublicPartnership : About 9,300 MW Public : 240 MW Public : 1410 MW310 MW Public-Private Partnership : Public-Private Partnership 330 MW : 900 MW
  29. 29. STRATEGY PHASE - PROGRESS TO DATE More externally focused and market facing More effective and efficient management of core functions More integrated view of collections and their management But still much to do to Faced up to endemic HR issues; modernised REACH and EMBED our people strategy Catching up with our technology infrastructure
  30. 30. STRATEGY PHASE – OUR APPROACH Focus for Analyse strategic context (both Corporate internal and external) Strategy review Perform-Mission Strategic Business Implem- ance & Vision Strategies Budgetsstatement priorities Plans entation impact review Organisational values APPROACH •First conduct in-depth analysis of EEL’s strategic context (internal and external) •Then focus efforts on developing long-term Vision •Ultimately develop Strategic Priorities as first stage of Business Planning cycle
  31. 31. STRATEGIC FOCUS FOR THE NEXT 3 YEARS Transforming search and navigation Building the digital research environment Growing and managing the collection Developing our people
  32. 32. Concerns of EEL’s competitive analysis How can our competitors be grouped meaningfully?Figure 20.8Source: Adapted from Wilson et al. (1992).
  33. 33. Function Process  Market Research  Direct Mail, Print  Direct Marketing  Seminars  Online Marketing  Digital  Trade Shows  Email, Web site, Banner  Public Relations Ads, Links  Collateral Material  Case Studies, White  Advertising Papers  Lead Management  Speaking  Measurement  Database Management
  34. 34. Tactical Marketing Define USP  Forecast financial analysis Identify market  Create a corporate ID Generate marketing ideas  Prepare market Plan concept entry strategy development
  35. 35. Make Marketing Decisions That:  Satisfy target customers’ needs  Help them achieve their organizational goals and objectives
  36. 36. Strategic Marketing Understand emerging business trends Define value-based market Create a focus Plot organizational development DO competitive analysis Develop communication & collateral materials Talk to the decision maker
  37. 37. Strategic Planning Be aware of industry and economic changes Understand buyer’s pain Know your client’s buy cycle Analyze business problems to better formulate marketing strategy Research client’s needs
  38. 38. Reasons People BuyWhat to look for What they want Need  Security Desire  Integrity Emotion  Quality  Service  Value  Price
  39. 39. Image Marketing Know key differentiators Stick to Position Statement Create perceived value in marketing Project problem solving features Stay focused Build value over time
  40. 40. Our Approach of Narrowing Target Markets Selecting target marketing approach Segmenting Single Narrowing down to into possible target specific product-market target markets market approachAll Some One Multiple broad Homogeneous targetcustomer generic product (narrow) product marketneeds needs markets approach market Combined target market approach
  41. 41. THANK YOU

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