The current brand situation: EDF

Type :

Presentation

Pages :

8 pages

Format :

.doc

Published date :

01/15/2009

Category :

Business & market

Sub category :

Business strategy

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Summary :

The current brand situation.
1. Strategic behavior of the group.
2. Improvement of the marketing policy.
3. Positioning of the activities by country.
4. Competing situation of EDF in Europe.
5. Porter Matrix.
The Importance of brand management in value Creation.
1. The first step: Ensure identification of the brand within the customers minds.
2. The second step: Establish the brand meaning in the minds of customers.
3. The third step: Update the proper customer responses to this brand identification and brand meaning.
4. The fourth step: Convert brand response to create an intense, active, loyalty relationship between customers and the brand.
5. The role of the communications mix and the media plan.
The brand value chain.
Brand tracking survey.
Budget breakdown.
Bibliography.

Abstract

There are great modifications 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 consequently the invisible power of the private market must replace the 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 of the European productions. The European dynamism pushes towards a total opening of the markets. The ultimate objective of the Member States, determined 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 the World War 2 by the Minister of Civil Engineering's (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".