DNP Launches Consulting Service Targeting Retail Electricity Business
Dai Nippon Printing Co., Ltd. (DNP) is pleased to announce the August 18 launch of a marketing and consulting service targeting companies entering the retail electricity business.
[Background to Service Launch]
In excess of 200 companies have registered their intent to enter the new electricity market in the run up to the liberalization of retail electricity sales to general households, which will commence in 2016. Severe competition is expected to occur as each company provides services and prices that leverage their business base and strengths. Meanwhile consumers looking to switch electricity providers for the first time are likely to be concerned about which service to select, given increasingly complicated products and services as a result of the many companies entering the market.
DNP has built a track record of supporting many client companies in the development and marketing of their new businesses and new products. On this occasion, DNP has built upon this track record and know how to provide a marketing and business consulting service that leverages the strengths of companies entering the new electricity business based on the results of survey analyses of consumer needs in the face of the liberalization of retail electricity market.
[Consumer Attitude Survey Results]
In June 2014, DNP conducted an attitude survey of demand for switching to new electricity targeting all Japanese consumers. The results revealed the following:
- 60% or more consumers are considering switching to new electricity following the liberalization of retail electricity market.
- As a trend, many males are promoters while females are cautious about switching, but in many instances decision making power in the household regarding switching is held by females.
- Factors in deciding a switch to new electricity included company stance towards environmental burdens, the use of sustainable energy, and extensive support systems.
- Many consumers wanted to use the internet as their electricity application method.
[Overview of Consulting Service]
DNP will provide the necessary information to allow companies entering the new electricity market to engage in marketing that meets consumer needs, and to create products and services that leverage company strengths. DNP will also offer the following support designed for continuous profit expansion.
- Step 1: Setting Strategic Targets
Based on the consumer attitude survey, to clarify the attributes and prospective numbers of those consumers who exhibited a great desire to switch to new electricity, and to identify those consumers with particularly high power consumption, and a large potential for making a switch, and establish these groups as strategic targets.
- Step 2: Proposing a Marketing Strategy
Taking the strategy targets in Step 1, the execution of a receptivity survey of service contents, sales methods, appeal contents, price, and sale promotions techniques, and also an analysis of the potential reception for each measure.
- Step 3: Design and Configuration of the Sale Model
In line with the marketing strategy in Step 2, the shaping of the application acceptance platform, the desired value added services and promotion measures, along with the provision of comprehensive support.
DNP will offer this service to companies that have already registered their intention to participate in the new electricity market, and companies considering doing so, aiming for sales of 200 million yen by fiscal year 2016.