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Applications of consumer products green marketing concepts to the marketing of green electric power / by Maribeth Rahimzadeh.

by Rahimzadeh, Maribeth

Electric utilities

Green marketing

iv, 92 leaves : ill. ; 29 cm.

Advisor: Gene Wright.

Committee members: Dr. Bruce Thompson, Terry Hoffmann.

Applying consumer marketing concepts to renewable green power -- Understanding the niche market for energy-related renewable green products/services -- Conclusion/recommendations -- Appendix A: Glidden Paint print advertisement - B: Working Assets print advertisement - C: Insight Research, Inc. attitudinal survey questionnaire - D: Relevant MicroVision profiles -E: Southern Company advertisement samples - F: Insight Research, Inc. simulation results.

Competition is changing the demeanor of the electric utility industry. The once silent, "public benefits for all", socialized monopoly service industry is faceing deregulation and the certain ferocity that accompanis the world of competition. This reality is accompanied with the certainty that not all of its current customers will reamain customers. Electric utilities have not historically focused on customer needs and wants and tailored their services to that information. Rather, the customer has had the option of one provider with whatever this provider and the Public Service Commision deemed appropriate with regards to product and service offerings.

A competitive arena requires the use of marketing concepts to target product and service offerings to niche market segments that will find the greatest value in these offerings. (What the company deems strategic and profitable for itself and valuable to the customer is offered for sale to the designated customers.) For the electric utility industry, these concepts are new and untested. Before a completely deregulated market place unfolds, as much experience with target marketing, within the bounds of regulatory requirements, should be gained. The utility industry needs to get into a marketing mode and gain a complete understanding of competitive marketing concepts.

Marketing 'green electric power' is an appropriate action to take in order to gain this experience. There are many existing programs of green marketing available in the consumer marketplace from which to learn and apply this experience to other products and services as the need and appropriate time arises. Well known consumer products companies, such as Monsanto and 3M have successfully marketed 'Green', environmentally-friendly products and services to consumers who are willing to pay a premium for the positive impact on the environment. Electric utilities can apply these lessons to 'Green' power programs.

Niche marketing to an environmentally aware consumer requires the knowledge of who these customers are, what induces them to purchase and why. Segmentation strategies have been developed to assist in the targeting of these niche customers. Several approaches are reviewed and combined to target those consumers with the greatest propensity to respond favorably to green electric offerings.

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