Brand management

Résumé du document

In these modern times, we can notice that many managers prefer sales or operations instead of brand management. Indeed, this task is less useful in a basic commercialisation process. But they are wrong and we will prove the efficiency of brand management, which is the creator of more value.

EDF, the main supplier of energy in France, will have to face up to the privatisation of its market next July. Through this case study, we will propose a strategy in order to keep the monopoly situation with 86% market shares.

First, we are going to define the current brand situation of EDF and then show the importance of the brand in value creation. After that, we will expose the advertising supports useful in our proposition of the communication-mix. Then, we will conduct and implement a media planning and we will conclude on the brand value chain and our recommendations.

Extraits

[...] On November 19th EDF becomes a limited liability company. The early 2000s witnessed the formation of the EDF Group, made up of Electricité de France and a network of affiliates and companies established in Europe and throughout the world. In 2001, the EDF Group signed its Agenda 21* and EDF published its 20 commitments to quality public service in France. In April 2002, the EDF Group was awarded the ISO 14001 certificate. In 2003, the Code of Ethics built around the Group's 5 core values: respect for the individual, respect for the environment, performance, solidarity and integrity, as well as principles for ethical practice and individual conduct. [...]

[...] Attitudes: There is a high rate of satisfaction about the quality of the service offered by EDF Associations: Trying to insert to customer mindset the association between EDF and sustainable development. EDF is already associated like the electricity supplier who gets the monopoly in France. Attachment: Most of customers will keep Edf like their supplier because this is a French historical brand. Consumer Multiplier: Competitive reaction: For the moment the competitors don't work on the households market but the privatization will involve a reaction and possible attack. Edf must be prepared and make more difficult the future enter of them. [...]

[...] Edf promote a lot these standards of environmental protection and often publish their performances on these issues. Performance Performance of the employees and suppliers is one of the most important values to the company because it improves the services to the customers. The added value contributes to the profitable and sustainable growth of the group. Social responsibility The group is committed to offering reliable and equitable access to energy, which is an essential commodity for human well-being and development. EDF support the right of energy access for disadvantaged people. [...]

[...] However, there is a high cost of production and placement. We decided to put on the media television a big part of our budget We have chosen the four main hertziens channels: TF1, France France M6. We diffuse this advert during 37 days on the afternoon per channel and 2 in the evening. Billboards: We want to create big adverts that we put on the street. It will be an attract landscape with our slogan, and children who game in the mountain and we can see few wind turbine on the background for example. [...]

[...] Message We want to keep the same way, the same spirit of EDF. In fact, we want to improve our public image, we want to show that we are specialist in energy. And our relationship with our customer. We would like to create a real loyalty to brand in order to prepare the opening market in 2007. How we can do our campaign Media: The television: It is the most powerful media; we want to create a short message with the most of information. [...]