pg&e marketing plan
TRANSCRIPT
2014 MARKETING STRATEGY
Philipp Gneuss Hamburg, Germany Business
Ricki Hoffer Redwood City Business, Marketing
Jason Lanoie Santa Cruz Psychology
Pierce McManus Los Altos Business, Marketing
Pacific Gas and Electric Company
TABLE OF CONTENTSS. No. Title01 Business Mission Statement
02 Marking Issue
03 Strengths
04 Weaknesses
05 Opportunities
06 Threats
07 Objectives
08 Service
09 Environmental Care
10 Community Focus
11 Safety Regulations
12 Target Market Strategy
13 Marketing Mix
14 Product
15 Distribution of Marketing
16 Promotion
17 Price
18 Implementation
19 Evaluation Control
Pacific Gas and Electric Company
BUSINESS MISSION STATEMENT
At PG&E we strive to provide excellent
service, and to become and integral part of
the community around us.
Our actions are always in the eyes of the
consumer, with industry leading safety
regulations, and environmental concern.
Pacific Gas and Electric Company
OUR ISSUE
How to successfully market PG&E to change
consumer opinion in the wake of the San
Bruno fire, along with other company
indiscretions and transparency issues.
STRENGTHS
Employs members of the community
Employees maintain generous benefits, good
will
24 Hour emergency crews, to ensure service
expectations
Broad communication network to deliver our
message
Pacific Gas and Electric Company
WEAKNESSES
Bad reputation due to past discretion
Questionable Sincerity of company regarding
issues
Unsatisfied consumer base
Poor consumer reviews
Questionable Integrity throughout company
Uninformed consumers
Smart tracker
Pacific Gas and Electric Company
OPPORTUNITIES
Renewable energy sources to improve public
perception
Improve service to consumer to increase
customer rapport
Increased safety regulations, to ensure the
safety of their consumers
Improved education of their consumer base
“Always been there” recognized mentality
Pacific Gas and Electric Company
THREATS
Increased regulation due to failure
California Public Utilities Commission
Federal Energy Regulatory Commission
Pipeline and Hazardous Material Administration
Increased fines
Public outcry
Pacific Gas and Electric Company
OBJECTIVES
Educate the consumer
Public outreach
Improve public perception of company
Environmental focus
Improved Service Standards
Pacific Gas and Electric Company
SERVICE
Faster service standards
House calls
Fixing power/consumer issues
Education of consumer regarding our product
A service review process, where consumers
can voice their opinions.
Environmentally friendly service options
Pacific Gas and Electric Company
ENVIRONMENTAL CARE
Show our dedication to pollution prevention,
climate protection, and habitat and species
protection.
To hold an open dialogue with our customers and
stakeholders regarding environmental practices
and potential improvements
To refine management processes to higher
standards that create environmental innovation,
while reducing our impact on the environment
Training employees on the important nature of the
environmental programs, and application in the
business.Pacific Gas and Electric Company
COMMUNITY FOCUS
Specific community events
Marathon, Sports
BBQ
Teaching fishing to inner-city kids
Investment in communities education of
responsible energy use
“Serving the community” mindset
Pacific Gas and Electric Company
SAFETY REGULATIONS
Updating equipment
Maintaining PHMSA required standards
Classes offered to increase energy efficiency
Education of consumer to show vital steps
taken by the company to aid safety
Pacific Gas and Electric Company
TARGET MARKET STRATEGY
Market Opportunity Analysis
Current Consumer Market
Appealing to the entire market with one
marketing mix
Specified Marketing near San Bruno
Pacific Gas and Electric Company
MARKETING MIX
Generalized ads that show PG&E giving
back to the community, that include high
executives that show that company cares
Specified community outreach programs,
and commercials specific to San Bruno,
along with atonement/responsibility
campaigns.
Pacific Gas and Electric Company
PRODUCT
What are we trying to offer?
Outstanding service
Positive brand-name association
Responsibility
Reliability
Safety
Pacific Gas and Electric Company
PROMOTION
Informing and educating the consumer
Reminding the community that the company
as a whole cares.
Persuading the community that the company
has changed
Pacific Gas and Electric Company
DISTRIBUTION OF ADVERTISING
Community specific advertising
Time and T.V show related commercials
Press Releases
Sponsors
Broad advertising
Commitment to safety
Environmentally conscious company
Pacific Gas and Electric Company
PRICE
Subject to fluctuation
Remind the consumer of the service we are
providing
Show the value to the consumer
Service
Health concerns
Pacific Gas and Electric Company
IMPLEMENTATION
Run community specific commercials for 4
months
Sponsor community based sports
Annual softball tournaments
Marathon
Expand upon service guidelines
Ensure that phone calls are processed effectively
Transparency of their company
Consumer review’s taken seriously
Hope to see an improvement within 6 monthsPacific Gas and Electric Company
EVALUATION CONTROL
SafetyAdhere to all government regulations
Third party safety audits
Inform community of potential hazards you are fixing
ServiceHave surveys based upon the service the consumer receives
Attached to each monthly bill
Online reviews post service call
Newsletter
EnvironmentalAlways pursuing other green sources of energy
Pacific Gas and Electric Company