Published by MBA Skool Team, Last Updated: January 05, 2017
Marketing Strategy of E.ON 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 E.ON marketing mix, help the brand succeed.
E.ON marketing strategy helps the brand/company to position itself competitively in the market and achieve its business goals & objectives.
Let us start the E.ON Marketing Strategy & Mix to understand its product, pricing, advertising & distribution strategies:
E.ON Product Strategy:
The product strategy and mix in E.ON marketing strategy can be explained as follows:
The main products that E.ON offers are Electric Power and Natural Gas. The services which the company provides are Generation of electricity and its distribution. Also, exploration of natural gas, the production of natural gas, transportation and distribution is done by E.ON. Its business areas are classified into Nuclear, Technical services, Energy efficiency & Distribution Energy, Renewables, Customer solutions, Energy Network. E.ON also has like E-Mobility, Gas Mobility and distributed CHP. services The company provides bundled services under single roof for IT, HR and finance. All these cover the product strategy in the marketing mix of E.ON.
E.ON Price/Pricing Strategy:
Below is the pricing strategy in E.ON marketing strategy:
The pricing strategy of E.ON is different for the kind of customers it serves.
The business customers are priced lower to maintain them while the residential customers are priced higher. The primary reason for this being the amount in which the customer purchase services from E.ON. The larger the volume the larger is the cost incurred on the producing and delivering the services. Thus, the businesses charge the business customers lower. Being the market leader, E.ON is a price setter in the segment as a part of its marketing mix pricing strategy.
E.ON Marketing Strategy comprises of not only its Marketing Mix, but also segmentation, targeting, positoning, competition and analysis like SWOT. Also read E.ON SWOT Analysis, STP & Competitors
E.ON Place & Distribution Strategy:
Following is the distribution strategy in the E.ON marketing mix:
The major continents E.ON is located in two continents -Europe and US. The company has its presence in over 30 countries and has more than 33 million customers. It has 6 Nuclear Energy plants in Germany alone. The company has its services for industrial customers in Belgium, Romania, United Kingdom, Germany, Denmark, Hungary, Italy, Poland, Slovakia, Sweden and Czech Republic. The company distributes its gas mobility stations.
E.ON also delivers on-site solutions to its customers and customers could be an individual customer or a business customer.
E.ON Promotion & Advertising Strategy:
The promotional and advertising strategy in the E.ON marketing strategy is as follows:
E.ON promotes itself through sports sponsorships. One of its subsidiaries E.ON Ruhrgas sponsored IBU Biathlon and Ski Jumping World Cup. German Bundesliga club Borussia Dortmund was sponsored kits by E.ON during the years 2000 to 2006. FA cup was sponsored by the company for four consecutive years beginning in 2006. It also partnered The Football League. The company has concentrated on sponsoring home programmes on Channel Five of UK. They have also sponsored Swedish Hockey team. Apart from sports, the company has also sponsored the arts event. E.ON also promotes through International events and through its news in the newspaper. It also uses social media to promote itself.
Since this is a service marketing brand, here are the other three Ps to make it the 7Ps marketing mix of E.ON.
E.ON’s CEO is Johannes Teyssen while its chairman is Werner Wenning. The company has over 56 thousand employees. E.ON bonds its employees through art and culture. The company has built a huge art collection over a period of time. The customers are served through contact numbers that are provided for the individual company on its website. The company also serves its customers i.e. inform them through its detailed website. There is a work life balance that is practiced in the company and the company promotes development at workplace.
The customer grievances are heard by professionals in E.ON. There are consultants to address the customers. The company has quick response time and they also deliver services at customer’s desired location. The company website is a source of information gathering for the customer. The customers are also permitted to visit the offices across the world. There is a complete glossary published on the website. E.ON solves grievances on social media sites like Twitter. Also, the exploration and distribution processes of E.ON are comprehensive.
E.ON has its physical evidence through its gas-stations. The website of the company is also a source of physical evidence for the company. The company has workspaces in Sweden, Italy, England and Germany. Its headquarter building which is in Essen also forms its physical evidence. The mobility services of the company are a huge source of its physical evidence. Hence, this covers the marketing mix of E.ON.
E.ON is an European holding company which provides electric utility. It is based in Essen, North Rhine-Westphalia, Germany. It is the largest electric utility service provider company owned by investors. The name of the company originates from aeon which means age in Greek. The company was founded in 2000 and was previously known as VEBA, VIAG, Preussen Elektra. The current CEO of the company is Johannes Teyssen. The company mainly deals in electrical power and natural gas.
The company has subsidiaries like E.ON Ruhrgas, E.ON UK, E.ON Sverige. The company split its traditional power generation and its energy trading operations to form a new company called Uniper.
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