pg&e marketing plan

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


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.


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


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


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


THREATS

Increased regulation due to failure

California Public Utilities Commission

Federal Energy Regulatory Commission

Pipeline and Hazardous Material Administration

Increased fines

Public outcry


OBJECTIVES

Educate the consumer

Public outreach

Improve public perception of company

Environmental focus

Improved Service Standards


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


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


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


TARGET MARKET STRATEGY

Market Opportunity Analysis

Current Consumer Market

Appealing to the entire market with one

marketing mix

Specified Marketing near San Bruno


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.


PRODUCT

What are we trying to offer?

Outstanding service

Positive brand-name association

Responsibility

Reliability

Safety


PROMOTION

Informing and educating the consumer

Reminding the community that the company

as a whole cares.

Persuading the community that the company

has changed


DISTRIBUTION OF ADVERTISING

Community specific advertising

Time and T.V show related commercials

Press Releases

Sponsors

Broad advertising

Commitment to safety

Environmentally conscious company


PRICE

Subject to fluctuation

Remind the consumer of the service we are

providing

Show the value to the consumer

Service

Health concerns


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


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