A look at Electricite de France (EDF)
Summary :
Table of Contents
- The current brand situation
- Types of energy
- Core brand values
- Strategic behavior of the group
- Improvement in the marketing policy
- Positioning of the activities by country
- Competing situation of EDF in Europe
- Porter matrix
- The importance of brand management in value creation
- Ensuring identification of the brand within the customers' minds
- Establishing the brand meaning
- Updating the proper customer responses to this brand identification and brand meaning
- Converting brand response to create an intense, active, loyalty relationship between customers and the brand
- The role of the communications mix and the media plan
- Mission
- Means
- Message
- Medias
- The brand value chain
- Brand tracking survey
- Budget breakdown
- Bibliography
Abstract
There have been great modifications made in the organization of the electric sector in Europe. It is agreed that the sector management must change and must adapt to the requirements of the European Unique Market, and that the invisible power of the private market must replace the all too visible power of the European governments. The objective is obviously an improvement of the service for the final customer - consumers and producers - and thus of a greater economic effectiveness for the European productions. The European dynamism pushes towards a total opening of the markets. The ultimate objective of the Member States, determinated during the European Council of Lisbon, aims to the development of a full market opening.
edf's creation is linked to the ambitious program of hydraulic equipment launched a few years before World War 2 by the Minister of Civil Engineering (Ministre des Travaux Publics), confirmed in a difficult time by the organization of Vichy (Comité d'Organisation de Vichy) and reaffirmed in a more ambitious perspective in March, 1946 by the "Plan Monnet". edf is the main company for electricity generation and distribution in france. Electricity is produced using nuclear power (74%), thermal power stations (17%) and renewable sources of energy (9%).
The company is a government corporation from that has been around from 1987. The logo was the same until it was changesd in July 2005. It represents the typical French company with the colours of its flag being blue, red and white. On July 8, 2005 the former logo was turned into a "flower bomb" or a kind of wind turbine representing dynamism and the environment. The orange emphasize the working movement and strikes the eyes.
edf's creation is linked to the ambitious program of hydraulic equipment launched a few years before World War 2 by the Minister of Civil Engineering (Ministre des Travaux Publics), confirmed in a difficult time by the organization of Vichy (Comité d'Organisation de Vichy) and reaffirmed in a more ambitious perspective in March, 1946 by the "Plan Monnet". edf is the main company for electricity generation and distribution in france. Electricity is produced using nuclear power (74%), thermal power stations (17%) and renewable sources of energy (9%).
The company is a government corporation from that has been around from 1987. The logo was the same until it was changesd in July 2005. It represents the typical French company with the colours of its flag being blue, red and white. On July 8, 2005 the former logo was turned into a "flower bomb" or a kind of wind turbine representing dynamism and the environment. The orange emphasize the working movement and strikes the eyes.
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