INTRODUCTION
Datamonitor's 'Winning the Green Energy Customer" report gives strategic and competitive insight into how specific utilities have gone beyond
the niche market and developed mainstream green tariffs at an economical cost. It therefore provides practical advice on how to emulate the best in
class, with forecasts on how the market will grow to 2008.
SCOPE OF THE REPORT
- Evaluation of the potential market size for green energy in Austria, Finland, Germany, Ireland, Sweden, and the UK.
- Country by country profiles on specific barriers and potential drivers for the market.
- Best practice profiles of nine utilities in various stages of green customer penetration to re-start green programs & break out of the niche
market.
- Country-by-country forecasts of green energy uptake in the next five years, including a high and a low scenario.
REPORT HIGHLIGHTS
Datamonitor finds that the marketing rules for traditional energy supply do not apply to green energy an essentially emotionally driven product and
this has led to green energy remaining a niche market. Utilities must re-address the customer mindset, product features, personal rewards, & the
financial implications to succeed.
Datamonitor's high scenario forecast predicts that green tariff uptake in the profiled countries will reach 7
million (8.5%) by 2008. However, unless utilities learn from best practices then we are likely to see the low scenario uptake of 2.0%.Factors such as
cultural receptiveness to green related issues, government,& price are taken into account
KEY REASONS TO BUY THIS REPORT
- Capitalize on the undeveloped green market to improve customer retention, loyalty, profitability, and brand equity.
- Learn the key drivers and barriers to development of green tariffs in your market and how it will grow by country to 2008.
- Emulate the demonstrated best practices for the proposition, marketing, advertising and sales to break out of the niche market.
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