Strategy Marketing EDF

Résumé du document

EDF is international on the electricity market. The company decided to have a new visual identity a few months ago; that it will try to define the current brand knowledge and try to understand how the company could change it in order to prevent the privatization planned for 2007. They will delineate a new brand positioning and promote it.

Extraits

[...] Target Local communities, particular, professional, companies Positioning EDF adopted a true, simple, original and wished positioning. EDF; Electricity for everyone in every case EDF is situated between the mass marketing and the differentiated marketing. Why mass marketing? : Because EDF targets everybody Why differentiated marketing? : Because EDF has a lot of specific offers for each segment they target EDF's engagement EDF and the sustainable development: EDF, conscious of its responsibilities with respect to the present generations and future, is durably engaged in missions of public utility and a policy of sustainable development. [...]

[...] Associations: a high quality of services, a good business relation. Attitudes: High rate of satisfaction of the service but not of the price. Attachment : high loyalty (due also to the quasi monopoly), confidence; Activity : not so strong because of the monopoly 4. Marketplace Conditions - Competitive reactions: in France, EDF does not have any global competitors. EDF has to take care of its clients because new competitors will enter on the market in July 2007 due to its opening. [...]

[...] For this reason, they are the owners of the monthly and weekly figures of TV rating. They are the only ones who are able to give the exact audiences for a given hour, a given program and a given channel. It is impossible to obtain the specified information and to quantify the target we wish to reach. However, we know that 12 million TV viewers are in front of their television set for the national news. Our tele spot will be diffused at the end of the evening. [...]

[...] Stratégique Marketing EDF Introduction 3 I. Definition of the current brand situation 3 II. The importance of brand management in value creation 4 New identity French Logotype of EDF The name The symbol Change of identity, a logical evolution The UK Logotype The Symbol Colours 6 Brand position Analysis of EDF's situation Target Positioning EDF's engagement 9 CBBE Model Brand Salience Brand Performance: Brand Imagery: Brand Judgement: Brand Feelings Brand Resonance 14 III. The role of the communication mix 14 Communication mix 4Ps France Europe and the rest of the world 20 IV Media plan 21 Budget Distribution 21 Kind of promotion, size and time: explanation 23 Calendars 24 COSTS 25 V. [...]

[...] 1946: Electricity of France is pressed on three letters EDF to identify the national company. Before 1958, no official logotype east creates. On this date it carries out a logo represented by a flash. This one symbolizes the power and the function of the company. 1967: EDF changes its initials to translate its vocation of builder. The new typography and the white flash give a more modern image of the company, nearer to the public. 1987: New logo EDF. It is of a luminous blue, with a red net and tilted letters. [...]