Case Study – Market Mastery

Climbing Market Share

Assignment

Product-Market Strategy: Adaptation of electricity product positioning to expected industry structural change

Challenge

Vast variety of potential new market entrants, competitor actions and competitive responses enabled by rapid digitalization of sales channels, service deployment, and customer service processes

Client benefit

Acquisition of over 800.000 new electricity customers due to very precise and granular-implementation of marketing mix measures

Approach

  • Detailed multi-year transactional data analysis of over 4 million individual mass-customers’ demand profiles, consumption patterns, and price propensity to switch
  • Empirical data-driven assessment of relevant competitors’ real striking power
  • Judgment as to relevant competitors’ expected tendency to act based on research of past competitive behavior
  • Product-market strategy variants’ outcome prediction through simulation of expected competitive actions and reactions