Ergon

McCarthy, Breda (2015) Ergon. Report. SAGE, London. (In Press)

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Abstract

Electricity is a product that is a low interest one; consumers view electricity as anecessity and worry about it when it is not available. This presents a marketing challenge when trying to change consumer behaviour. This case study describes Ergon Energy, a utilities company based in Queensland, Australia. One of their keymarketing objectives is to encourage the responsible use of electricity and get customers to think about the link between energy and climate change. Changing consumer behaviour requires a deep understanding of customers and consumer behaviour. Price is the deciding factor for consumers' power choices. Ergon developed an integrated marketing communications campaign that communicates a simple message: their Energy Sense campaign delivers the message that saving electricity offers customers opportunities to save money and helps the environment.

Item ID: 39543
Item Type: Report (Report)
Additional Information:

Case study included in online database SAGE Business Cases.

"SAGE Business Cases is a collection of easy-to-use, accessible case studies, specially Business cases commissioned and curated to help students understand theoretical concepts in practice. The collection offers accessible and quality real-life cases on today's most vital topics to support student understanding of real-world problems that professional face." -- https://au.sagepub.com/en-gb/oce/sage-business-cases

Date Deposited: 23 Jul 2015 03:54
FoR Codes: 15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1505 Marketing > 150502 Marketing Communications @ 100%
SEO Codes: 97 EXPANDING KNOWLEDGE > 970115 Expanding Knowledge in Commerce, Management, Tourism and Services @ 100%
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