Why Green Pricing为什么绿色定价.pptVIP

NPPD A public power utility in Nebraska Serves most of Nebraska except Omaha and Lincoln (90 of 93 counties) 30% of customers served directly 70% of customers served through over 30 wholesale distributors Why green products? People are willing to pay for Green Power Why green products? Concern for the environment is one of four major drivers of customer satisfaction Competitive Positioning Creates a value added service Helps bundle our product to retain customers when they have choice Critical success factors Market research to drive attributes of the program Cost effective promotion Pricing the product Develop distribution channels Segments likely to participate Research identified 6 basic segments Three comprising 45% of customers are not likely to achieve a 5% share One segment, Granolas, is likely to achieve a 20% share Two other segments will achieve more than a 5% share Challenges of varied distribution channels Must manage the brand but allow local utility to brand the product Must control the communications effort Must deal with multiple billing systems Must centralize fulfillment Must provide 7x24 customer support Permit cobranding Offer to provide materials at no cost to distributors Offer free billing service Outsource to a single source Promotion Traditional Newspaper Radio Television Targeted Print to environmental segments Direct mail Telemarketing Personal selling to businesses Public appearances Pricing Want to avoid a green rate due to billing notification issues and local tax issues Will utilize a “trust” approach funded by a contribution with no linkage to the electric service Since we are an agency of the State and nothing (kWh) is gained by the contributor the contribution is tax deductible Lessons learned Customers do not understand green energy Newspaper advertising is not a cost effective way to sell Prairie Power Outsourcing is not a panacea Training customer contact staff is important, reinforcement is more important Plac