Energy and industry___________
Segmentation strategy, prediction of permeable targets, and defining the pricing strategy in Brazil, Mexico and Colombia
Historically, our client had set its communication strategy on “comfort”, but at the time this strategy was not helping to attract more customers. The main objective of the study was to obtain future strategic lines that would help attract new customers and maintain the relationship with current customers in the energy sector, as well as to define the optimal pricing strategy that would maximise levels of demand in each segment.
Ethnographic research and creative workshops to define the main drivers and barriers that identify the relationship with energy in the home and, specifically, identifying positive arguments for installing energy in the near future and establishing the relevant variables that influence the decision.
Further quantitative research using a predictive model (regression, discrimination and scoring techniques) to define the main energy market permeability clusters analysed. With the main variables that identify the segments, an algorithm was created identifying each cluster (permeability to contract energy in the next two years) and the predictors (discriminating variables in the analysis).
Adaptative Choice Based Conjoint was used to determine the optimal pricing strategy.
OBJECTIVES AND RESULTS
Redirected the communication strategy in each country based on understanding energy as an emotional budget, creating a mental space and its connection to our specific range through the evocative power of our brand at home. ‘Family’, ‘protection’, ‘pleasure’ and ‘freedom’ were values with great emotional power potential.
A price simulator that allowed our client to simulate different scenarios depending on the offers in each segment and country (taking into account factors such as price, messages, additional services, etc.).