Published by MBA Skool Team, Last Updated: December 29, 2016
Marketing Strategy of Enel analyses the brand with the marketing mix framework which covers the 4Ps (Product, Price, Place, Promotion). There are several marketing strategies like product innovation, pricing approach, promotion planning etc. These business strategies, based on Enel marketing mix, help the brand succeed in the market.
Enel marketing strategy helps the brand/company to position itself competitively in the market and achieve its business goals & objectives.
Let us start the Enel Marketing Strategy & Mix to understand its product, pricing, advertising & distribution strategies:
The product strategy and mix in Enel marketing strategy can be explained as follows:
Enel market offerings include power generated from various sources such as wind, hydro, solar, geothermal, nuclear, thermoelectric as well as from renewable power sources. Around 50% of its energy generation is free from carbon emission. Net electricity generation increased by 0.9 Twh in the year 2015. The maximum generation of the power happens in terms of Hydroelectric power plants followed by Thermal plants. This makes Enel one of the leading power generation companies in the world. This explains the products in Enel marketing mix.
Enel Price/Pricing Strategy:
Below is the pricing strategy in Enel marketing strategy:
Enel has maximum sale of the energy to the mass market consumers which is 25,933kWh.
The second highest sale comes from business customers and then from safeguard market customers. The maximum generation of revenue occurs through Generation and trading followed by End user markets and infrastructure and Networks. The pricing for the marketing mix of Enel can be understood from the fact that most of the prices are regulated by the government.
Enel Marketing Strategy comprises of not only its Marketing Mix, but also segmentation, targeting, positoning, competition and analysis like SWOT. Also read Enel SWOT Analysis, STP & Competitors
Enel Place & Distribution Strategy:
Following is the distribution strategy in the Enel marketing mix:
Enel has its operations in 30 countries across the 5 continents. Through the generation of 89GW of energy, Enel has capability to supply the power for more than 1.9 million km. With its major consumer base in Europe, it has 60+ million consumers worldwide. The maximum sale of Natural gas is carried out to mass market customers and then to business market customers.
Brazil is the major consumer of the electricity compared to other countries like Argentina and Chile, which gives a strong presence to Enel.
Enel Promotion & Advertising Strategy:
The promotional and advertising strategy in the Enel marketing strategy is as follows:
Enel has been an official power partner for Marrakesh eRace wherein it bough a lot of equipments, including solar batteries and stations providing total technical support across critical areas of circuit facilities. Enel also participates in the global summits like "Innovation Round table Summit 2016" which involved discussions over various global issues pertaining to this industry such as innovation, sustainability, environmental protection etc. As a part of Corporate Social Resposibility, it also engages in programs involving development for school teachers and communities. This summarizes the Enel marketing mix.
Enel is a multinational based in Italy working in power sector. It is one of the leading players in the international market for power and gas with its major operations in Europe and America. With its headquarter in Rome, it has consumer employee size of more than 67,914 employees.
Enel is first company in the world to replace electromechanical meters with smart electronic meters, which enabled reading from real time. It has its operation right from generation to the sale of the energy across the countries.
This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.
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