The Proposed Task is expected to develop significant understanding of barriers associated with branding of energy efficiency, and strategies to overcome those barriers. The task has been proposed with belief that it should be possible to reverse the fortunes of the energy efficiency products and services, if successful branding is achieved. Branding of energy efficiency products and services would increase their visibility and credibility. The proposed task will explore the avenues available to national governments to promote branding of energy efficiency.
However, to be successful at branding, it would be necessary to work on three levels, viz. products/services and suppliers, consumers and finally, at the strategic or policy level. At product/service level, one will have to be deal with several problem areas such as lack of accurate definition of product/service, strong relationship with maturity of electricity market, lack of awareness, lack of appeal, etc. At consumer level, it may be necessary to understand the consumer behaviour across markets as well as societal strata, by employing advanced marketing/branding theories such as cognitive information processing, emotion driven choice, etc. While working on consumer related issues, though the results of Task VII in this regard will be very useful, significant understanding regarding consumers in large markets in developing economies need to be developed. Finally, it would be necessary to develop policies/ strategies taking into consideration supplier as well as consumer analysis.
The Primary Objective of this Task would be to ‘Develop cogent and comprehensive framework for promotion of branding of energy efficiency in electricity markets at different level of maturity’.
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The work plan for this task will consist of following five tasks.
Sub-task I: Energy Efficiency Offerings AnalysisSub-task II: Energy Efficiency Consumer AnalysisSub-task III: Assessment of relationship between EE product pricing and maturity of electricity marketSub-task IV: Review of branding strategies in similar areasSub-task V: Identification of Best Practices in Branding of EE
In the subsequent paragraphs, the activities proposed under each of the above mentioned sub-tasks have been provided.
Sub-task I: Energy Efficiency Offerings AnalysisIn order to ensure comprehensive analysis, we have proposed a comprehensive Energy Efficiency Branding framework. This framework demonstrates that apart from products and services, two more potential avenues for branding, with a strong relationship, also exist. These two avenues are programs and companies. Strong relationship exists between these four aspects for any successful branding concept. It would be necessary to explore the nature of these relationships while identifying best practices for developing branding strategies. The assessment will form the basis for sub-task IV in which suitable institutional structures for successful branding would be identified.
As a part of this sub-task, a survey of energy efficiency products and services in all countries participating in this Task would be undertaken by the Operating Agent with the help of country experts.
This sub-task is expected to fill up a gap in understanding of important aspect of energy efficiency value chain i.e. EE products analysis. An attempt would be made to assess the technological maturity of the sample product categories.
Sub-task II: Energy Efficiency Consumer Analysis
As a part of this sub-task, survey of consumers in all countries participating in the Task would be undertaken. Appropriate sampling techniques would be used to ensure an optimal sample for the survey. The survey will be carried out specifically for products and services identified in the sub-task I. This will help ensure that the survey is able to collect data on consumers’ attitude towards the products and services which suppliers are in a position to provide in the market. This sub-task will undertake the following activities.
Appropriate methodologies such as socio-cultural value maps, cognitive information processing, emotion driven choices, etc., would be employed during this sub-task. This sub-task will identify products and services most suitable for branding in that particular market from the consumers’ perspective.
Sub-task III: Assessment of relationship between EE product pricing and maturity of electricity market
It is an established fact that overall marketplace has significant impact on the success and failure of products and services. On many occasions products and services launched ‘ahead of time’ have experienced failures on account of under-developed market. One such prime example is ‘Iridium Satellite Phones’. Therefore, it is proposed to analyse marketplace for energy efficiency products. Given that prospects for energy efficiency products, services exists in several parts of the energy economy such as automobile, different types of industries, etc, it is proposed to limit the scope of this sub-task to electricity sectors. Applicability of the findings of this study to non-electricity energy segments may be tested at a later stage.
Sub-task IV: Review of branding strategies in similar areas
Currently, energy efficiency products and services are at nascent stage of development in many countries. Several products such as electricity, organic foods and services such as banking, insurance, etc would have passed through this phase during their development. It may be possible to learn from strategies employed by these products and services during early periods in their life cycles.
It is proposed to carry out research to identify the branding strategies deployed by similar products and services during early period of their life cycle. The challenge here would be to identify which products and services are ‘similar’ in nature to energy efficiency. The Co-operating Agent is expected to assist in identification of ‘similar’ products and services and carry out research necessary for this sub-task.
Sub-task V: Identification of ‘Best Practices in Branding EE’
In this sub-task, survey of successful efforts in branding of energy efficiency in the participating countries as well as other countries will be undertaken. One such successful branding effort is ‘Energy Star’ program in USA. Operating Agent (with the help of Cooperating Agent) will develop questionnaire for development of case studies.
This sub-task will also help develop best practices in branding of energy efficiency in four aspects i.e. products, services, programs and companies. Following activities would be undertaken as a part of this sub-task.
The database of information about various case studies identified in sub-task 1 will be the major output of the Task. This database, maintained on-line on a secure website could be accesses by only country Experts and the Operating Agent. Twelve months after the completion of the Task, the database will be made publicly available.
Apart from the database, the task will produce four major reports, one each at the end of each sub-task. It will be the responsibility of the Operating Agent to produce these reports. These Reports will be available to each of the participating country free of cost. Twelve months after the completion of the Task, the reports will be made publicly available.
Countries and organizations interested in participating in the ‘Branding of Energy Efficiency’ Task may register this interest by contacting:
Mr. Balawant JoshiDirectorABPS Infrastructure Private Limited703/704, The Avenue, Opp The Leela, Intl Airport RoadAndheri (East), Mumbai – 400 069IndiaPh: +91 22 2825 0050Fax: +91 22 2825 0051Email: firstname.lastname@example.org