EXELON : ECO PREFERRED

POWER
Murtaza Adenwala
Roll no. 016
Organization: Experian India
 EXELON : ECO PREFERRED POWER
• How will branding benefit Exelon power?
– Branding will help demonstrate product benefits and value
– Exelon branding EPP will enable the organization to charge premium for EPP and
get better margins for superior product; secondly to gain incremental business
outside of its traditional served markets
– Marketing a new type of power, under a new brand and with time advantage over
the competition will give the organization an opportunity to get a greater market
share, as well as reduce acquisition and sales cost
– The name Eco-Preferred will help position EPP as a ‘light green’ rather than ‘pure
green’ energy and contribute in differentiating EPP from renewable power
– Co-Branding initiatives will invite referrals. Associate the new Eco-Preferred
brand to a famous and successful customer name in order to gain visibility and
credibility in the market place
 EXELON : ECO PREFERRED POWER
• How should Exelon implement its Eco-Preferred Power offering?
• Target Audience for EPP would be companies having the following one or all attributes:
– Supporter of environmental cause
– Annual energy bills is excess of $5 million
– Significant business with government agencies
– Experiencing pressure from environmentalist
– European held corporations or those companies doing business with EU
– Pursing (or having) an ISO 14000 certification
• Sales Process is going to be critical for the success of EPP
– Selling EPP to multiple decision makers within each company, and not just to purchasing managers
• Since EPP is a different strategy, Exelon should present it to people overseeing social respons ibility within the firm, as
well as people working in corporate strategy, and in marketing
• Tailor communications and sales messages to each type of decision-maker contacted
• Exelon temptation to trade-off a price premium on Eco-Preferred to gain greater market share is being evaluated,
especially within new geographic sectors and new types of customers that were not previously approached by
Exelon. Sales force thought Exelon would benefit from a first mover advantage hence should be sold without any
kind of premium
• Time bound discounts for foundation customers though price Eco-Preferred at a premium. Will create and incentive
and a sense of urgency to avail the early bird offer. This would have an advantage of communicating the real value
of both the premium and discount
• Offer exclusivity to one customer per industry for a limited period i.e. 1 year. This incentive will help customers
differentiate itself among its peers. The customer could communicate that his company was the first in its industry
to be environmentally responsible
 EXELON : ECO PREFERRED POWER
• Will Exelon be successful in branding power ?
• Yes Exelon will be successful in branding power for the following reasons
– EPP is generally less expensive to produce than small scale renewable power, and can be generated in large
quantities
– Exelon is the 4th largest power generator of the nation so brand credibility already exists
– Eco-preferred as a newly positioned name in the market, Exelon also sought to incorporate environmental
performance as part of their brand promise
– SCS evaluated Exelon’s portfolio through Life Cycle Impact Assessment, a cradle-to-grave assessment.
Approximately 8% of Exelon’s generation portfolio was clean enough to meet the ISO 14042 standard
– ISO certification is critical in the sense that it provides credibility to Exelon. It helps the company
demonstrate what a clean electron really is and makes EPP more tangible in the mind of potential customers
– The EPP project owners after 2 years of personally speaking with the commercial and industrial customers
about the concept of EPP were able to establish defining characteristics of organization that would value
EPP the most and therefore constitute EPP’s target market
– Market research was conducted to understand the requirements and preferences of commercial and
industrial prospects for environmentally responsible products and services.
– Eco-Preferred have opted on to leverage environmental performance as a distinct competitive advantage
highlighted in their value proposition
– The name Eco-Preferred will help position EPP as a ’ light green’ rather than ‘pure green’ energy and
contribute to differentiating EPP from renewable power
– Eco-Preferred , with its strong environmental identity will have a positive impact on Exelon’s corporate
brand