03

Energy

Strategic Segmentation, Prediction of Permeable Targets and Definition of the Pricing Strategy in Brazil, Mexico and Colombia

Situation and main goals: In the past, our client based their communication strategy on the “comfort” variable; however, at that point in time, the strategy did not attract more customers. The study primarily sought to set forth strategic lines of action for the future to acquire new customers and to maintain relationships with current customers in the energy sector, and to define the best pricing strategy to maximize levels of demand in each segment.

Methodology: Ethnographic research and creative workshops to define the main drivers and barriers characterising relationships with energy in the home and, specifically, to identify positive arguments for installing energy in the near future and to establish the relevant variables that influence the decision.

Subsequent quantitative research using a predictive model (regression, discriminant and scoring techniques) to define the main permeability clusters in the specific energy market analyzed. Through the main variables that identify the segments, an algorithm was created that identified each cluster (permeability to contract energy in the next two years) and the predictors (discriminant variables in the analysis).

The optimal pricing strategy was determined by means of Adaptive Choice-Based Conjoint Analysis.

Results:

• Refocus of the communication strategy in each country based on understanding energy as an emotional budget, achieving a mental space and linking it to our specific supply through the evocative power of our brand in the home. “Family”, “protection”, “pleasure” and “freedom” were values holding great potential for emotional power.
• Obtaining a price simulator that allowed our client to simulate different scenarios depending on the supply in each segment and country (taking different factors into account such as price, messages, additional services, etc.).