MISSION - 2012MISSION - 2012Prepared By : Md. Mushfik MonjurPrepared By : Md. Mushfik Monjur

OVERVIEWOVERVIEW

Image Marketing

Brand equity

Divisional Planning

We Place High Value On Customer Service

Organization mission

Strategic management

Divisional Strategy

Corporate Strategy

Strategic Marketing

Our Strategic PlanningOur Strategic Planning

DevelopingDeveloping and and MaintainingMaintaining a a strategic fit between the strategic fit between the organization's objectives and organization's objectives and resources and its changing market resources and its changing market opportunities.opportunities.

Org Objectives Resources

Changing Environment

Strategic Fit

Sun TzeSun Tze on Strategy on Strategy

““Know your enemy, know yourself, Know your enemy, know yourself, and your victory will not be and your victory will not be threatened. Know the terrain, know threatened. Know the terrain, know the weather, and your victory will the weather, and your victory will be complete.”be complete.”

Few Facts : Electricity Generation In Few Facts : Electricity Generation In BangladeshBangladesh

Maximum generation in 2008 : 3935.1 Maximum generation in 2008 : 3935.1 MWMW

Maximum Generation In 2007 : 4130 MWMaximum Generation In 2007 : 4130 MW

Maximum Generation In History : 4130 Maximum Generation In History : 4130 MWMW

Development plan Up to 2012Development plan Up to 2012

Installed Capacity, MW Installed Capacity, MW Peak Demand, MW Peak Demand, MW Net Generation, MKWh Net Generation, MKWh Transmission Line, Km Transmission Line, Km Capacity of Grid S/S, MVA Capacity of Grid S/S, MVA

(a) 230/132 KV(a) 230/132 KV

(b) 132/33 KV (b) 132/33 KV Distribution Line, Km Distribution Line, Km No. of Consumers, million No. of Consumers, million No. of Village Electrified No. of Village Electrified per Capita Generation, kWh per Capita Generation, kWh Access to Electricity Access to Electricity Investment Requirement, (billion Investment Requirement, (billion

Tk) Tk)

9,6669,666

7,887 7,887

39,157 39,157

7,180 7,180

11,575 11,575

17,920 17,920

3,45,530 3,45,530

12.75 12.75

69,571 69,571

260 260

65% 65%

307307

Road To 2012 & Our ScopeRoad To 2012 & Our Scope

Upcoming New Power plants : 26Upcoming New Power plants : 26 Out of 26 – Gas Power : 25 & Hydropower Out of 26 – Gas Power : 25 & Hydropower

:1:1 Present Proven Reserve of Natural Gas : Present Proven Reserve of Natural Gas :

8.40 TCF8.40 TCF First Half of FY08 : First Half of FY08 :

i) Avg. Daily Power generation – 3552 i) Avg. Daily Power generation – 3552 MWMW

ii) Peak Demand Stood At : 5200 MWii) Peak Demand Stood At : 5200 MW

SCOPE OF WORKSSCOPE OF WORKS

DESADESA DESCODESCO BPDBBPDB PGCBPGCB DPDCDPDC PBSPBS BERCBERC REBREB

APSCLAPSCL EGCBEGCB NWZPDCNWZPDC NWPGCNWPGC PCPC SZPDCSZPDC WZPDCWZPDC RPCRPC

Our Key Elements of Marketing Strategy Our Key Elements of Marketing Strategy FormulationFormulation

The strategic 3 Cs The strategic 3 Cs Customers, Competitors & the Customers, Competitors & the

CorporationCorporation   Strategic Marketing DecisionsStrategic Marketing Decisions

Where to competeWhere to competeHow to competeHow to competeWhen to competeWhen to compete

We Must have a clearly defined We Must have a clearly defined market market

We Must have a good match between We Must have a good match between corporate strengths and market needscorporate strengths and market needs

We Must have significant positive We Must have significant positive differentiation in the key success differentiation in the key success factors of the businessfactors of the business

A Viable Marketing StrategyA Viable Marketing Strategy

Marketing Audit of EELMarketing Audit of EEL

ComprehensiveComprehensive Must cover all marketing areasMust cover all marketing areas

SystematicSystematic Sequential diagnostic stepsSequential diagnostic steps

IndependentIndependent Internal & external auditorsInternal & external auditors

PeriodicPeriodic Performed at regular intervalsPerformed at regular intervals

Charter ValueCharter Value

1.1. Customer SatisfactionCustomer Satisfaction2.2. Profitability Profitability 3.3. Warm relationship with othersWarm relationship with others4.4. Sense of AccomplishmentSense of Accomplishment5.5. Self-fulfillmentSelf-fulfillment6.6. Sense of belongingSense of belonging7.7. Respect from othersRespect from others8.8. Self-respectSelf-respect9.9. SecuritySecurity

Sources of Customer ValueSources of Customer Value

EconomicEconomic:: The economic benefit a customer derives from The economic benefit a customer derives from

using a productusing a product FunctionalFunctional::

Those aspects of a product that provide Those aspects of a product that provide functional or utilitarian benefits to customersfunctional or utilitarian benefits to customers

PsychologicalPsychological: : The image of the product, including how the The image of the product, including how the

product “feels” and whether that feeling matches product “feels” and whether that feeling matches the image the customer wants to projectthe image the customer wants to project

ENERGYPAC IS A BRAND

OUR BRAND BUILDING PROCESS

Touch-Points

Brand Positionin

g and Essence

Brand Strateg

y

Brand Benefits

Consumer Study

Brand Attribut

es EnergypaEnergypacBrand cBrand

BuildingBuilding

Our Brand

EEL

ENVIRON- MENT

PACKAGING

EVENTS

BROADCAST

PRINT

CO-BRANDING

GUERRILLA MEDIA

OUTDOOR

RETAIL

THEME ART

PROMOS

MARKETING

INTERACTIVE DIRECTMKTG

E-MAILMARKETING

E-COMMERCE

ONLINEMEDIA

UNIFORM

CRMCRM

PUBLIC RELATIONS

DIGITAL ASSET MGMT

GRAPHIC STANDARDS

PLAYING SURFACE

CORPORATE IDENTITY

How Can We Measure Our Brand How Can We Measure Our Brand EquityEquity

1.1.Awareness:Awareness: Being aware of a brand is usually a requirement for its Being aware of a brand is usually a requirement for its purchase and tends to lead to more favorable opinions by purchase and tends to lead to more favorable opinions by reducing the risk associated with a familiar option.reducing the risk associated with a familiar option.

2.2.Associations:Associations: Images related to overall quality as well as specific Images related to overall quality as well as specific product attributes and user characteristics affect the product attributes and user characteristics affect the reaction to a brand.reaction to a brand.

3.3.Attitude: Attitude: Overall favorability toward a brand is a critical part of Overall favorability toward a brand is a critical part of brand equity.brand equity.

4.4.Attachment:Attachment: Loyalty to a brand is the strongest type of equity, and Loyalty to a brand is the strongest type of equity, and most beneficial for sellers. most beneficial for sellers.

5.5.Activity:Activity: The strongest fans of a brand become advocates. The strongest fans of a brand become advocates.

How Can We Maintain Brand How Can We Maintain Brand LoyaltyLoyalty

Brand Loyalty

Treat the Customer right

Stay close to the Customer

Measure / ManageCustomer Satisfaction

Create a solution for aCustomer Problem /Reward loyalty

Provide Extras

We May Maintain Brand AwarenessWe May Maintain Brand Awareness

Top ofMind

Brand Recall

Brand Recognition

Unaware of Brand

Assessing the Value of the Product Assessing the Value of the Product CategoryCategory

1.1.Determine the uses of the productDetermine the uses of the product

2.2.Estimate the importance of the usesEstimate the importance of the uses

3.3.List competing products for the usesList competing products for the uses

4.4.Determine the relative effectiveness Determine the relative effectiveness of the product category in each of the product category in each usage situationusage situation

Three Minute Drill…Three Minute Drill…

How Can We Improve Our How Can We Improve Our Customer Analysis for Our Customer Analysis for Our Project?Project? DemographicDemographic SocioeconomicSocioeconomic PersonalityPersonality Psychographics and valuesPsychographics and values

Hierarchy of ObjectivesHierarchy of ObjectivesCompany Mission/Vision

Corporate objectives

Corporate strategies

Divisional objectives

Divisional strategies

Product/brand objectives

Brand strategies

Program objectives

Tactics

Level I

Level 0

Level III

Level II

Level IV

Strategic AlternativesStrategic Alternatives

Growth in sales or market share

New segments

Market development

Convert nonusers

New product development

Competitors’ customers

Efficiency, short-run

profits

Reduce costs

Decrease inputs

Improve asset

utilization

Increase price

Increase outputs

Improve sales mix

Existing customers

Market penetration

Long-term

profits

We May Focus On Five Areas For We May Focus On Five Areas For DifferentiationDifferentiation

1.1.QualityQuality

2.2.Status and ImageStatus and Image

3.3.BrandingBranding

4.4.Convenience and ServiceConvenience and Service

5.5.DistributionDistribution

EEL believes in creating motivating communication solutions that connect brand assets with consumers on deep emotional levels.

This fusion drives activation, increases brand awareness and builds brand equity - positioning client brands for maximum success.

What: EEL Believes Brands Must “Win The Heart”

We Value Different Types of ObjectivesWe Value Different Types of Objectives

ProfitabilityProfitability GrowthGrowth Market shareMarket share Social responsibilitySocial responsibility Employee welfareEmployee welfare Product QualityProduct Quality ServiceService

R&DR&D DiversificationDiversification EfficiencyEfficiency Financial stabilityFinancial stability Resource Resource

conservationconservation Mgt & labor Mgt & labor

developmentdevelopment

RECENT STRATEGIC DEVELOPMENTRECENT STRATEGIC DEVELOPMENT

Strategy phase 1

2000

Existing Strategies

Strategy phase 2

Upcoming Years

New corporate strategy

Changes in external environment

Our approach: Products & services

Discipline reviews Property strategy

Key themes:

Making the case for change

Restructuring to enable change

Market focus Modernizing our services Managing collection as single entity E-strategy

Vision Mission Strategic priorities

Corporate strategy

OVERALL CHANGE PROGRAMME TIMELINEOVERALL CHANGE PROGRAMME TIMELINE

2008

JUNE

Remaining After Dec

2008

2008

Expected Signing Contract

2008

December

Total : 370 MW

Public : 60 MW

Private-Public Partnership : 310 MW

Total : 570 MW

Public : 240 MW

Public-Private Partnership : 330 MW

Total : 2820 MW

Public : 1470 MW

Public-Private Partnership : 1350 MW

2009

Demand

About 6000 MW

For Reliable Supply : 7300 MW

Per capita Consumption : 170 KWh

Total : 2310 MW

Public : 1410 MW

Public-Private Partnership : 900 MW

About 9,300 MW

2012

Demand

STRATEGY PHASE - PROGRESS TO DATESTRATEGY PHASE - PROGRESS TO DATE

But still much to do to REACH and EMBED

More externally focused and market facing

More effective and efficient management of core functions

More integrated view of collections and their management

Faced up to endemic HR issues; modernised our people strategy

Catching up with our technology infrastructure

STRATEGY PHASE – OUR APPROACH STRATEGY PHASE – OUR APPROACH

Focus for Corporate Strategy review

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

Mission statement

VisionStrategic priorities

StrategiesBusiness Plans

BudgetsImplem-entation

Perform-ance & impact review

Analyse strategic context (both internal and external)

Organisational values

STRATEGIC FOCUS FOR THE NEXT 3 YEARSSTRATEGIC FOCUS FOR THE NEXT 3 YEARS

Transforming search and navigation

Building the digital research environment Growing and managing the collection

Developing our people

Concerns of EEL’s competitive analysis How can our competitors be grouped meaningfully?

Figure 20.8Source: Adapted from Wilson et al. (1992).

Function ProcessFunction Process Market ResearchMarket Research Direct MarketingDirect Marketing Online MarketingOnline Marketing Trade ShowsTrade Shows Public RelationsPublic Relations Collateral MaterialCollateral Material AdvertisingAdvertising Lead ManagementLead Management MeasurementMeasurement

Direct Mail, Print Direct Mail, Print SeminarsSeminars DigitalDigital

Email, Web site, Banner Email, Web site, Banner Ads, LinksAds, Links

Case Studies, White Case Studies, White Papers Papers

SpeakingSpeaking Database ManagementDatabase Management

Tactical MarketingTactical Marketing

Define USPDefine USP Identify marketIdentify market Generate marketing Generate marketing

ideasideas Plan concept Plan concept

developmentdevelopment

Forecast financial Forecast financial analysisanalysis

Create a corporate IDCreate a corporate ID Prepare market Prepare market

entry strategyentry strategy

Make Marketing Decisions That:Make Marketing Decisions That:

Satisfy target customers’ needsSatisfy target customers’ needs

Help them achieve their organizational Help them achieve their organizational goals and objectivesgoals and objectives

Strategic MarketingStrategic Marketing

Understand emerging business trendsUnderstand emerging business trends Define value-based marketDefine value-based market Create a focusCreate a focus Plot organizational developmentPlot organizational development DODO competitive analysis competitive analysis Develop communication & collateral materialsDevelop communication & collateral materials Talk to the decision makerTalk to the decision maker

Strategic PlanningStrategic Planning

Be aware of industry and economic Be aware of industry and economic changeschanges

Understand buyer’s pain Understand buyer’s pain Know your client’s buy cycleKnow your client’s buy cycleAnalyze business problems to better Analyze business problems to better

formulate marketing strategy formulate marketing strategy Research client’s needsResearch client’s needs

Reasons People BuyReasons People Buy

NeedNeed DesireDesire EmotionEmotion

SecuritySecurity IntegrityIntegrity QualityQuality ServiceService ValueValue PricePrice

What to look for What they want

Image MarketingImage Marketing

Know key differentiatorsKnow key differentiators Stick to Position StatementStick to Position StatementCreate perceived value in marketingCreate perceived value in marketing Project problem solving featuresProject problem solving features Stay focusedStay focusedBuild value over timeBuild value over time

Combined target market approach

Single target market approach

Multiple target market approach

Allcustomerneeds

Somegenericneeds

Onebroadproductmarket

Homogeneous(narrow) product markets

Narrowing down tospecific product-market

Segmentinginto possibletarget markets

Selectingtarget marketingapproach

Our Approach of Narrowing Target Markets

THANK YOUTHANK YOU