Another gas supplier? Does it even have a chance to break into?
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Another gas supplier? Does it even have a chance to break into?

How to get a market share in a highly competitive natural gas supply business where the most important thing for the consumer is the price? It is possible with an elaborate and well-implemented marketing strategy. Initial situation SPP CZ is a subsidiary of Slovak Gas Holding (SPP), a company with more than 150 years of history and 1.5 million consumers in Slovakia. SPP CZ aims at becoming one of the key gas suppliers on the Czech market. The company started as a supplier to large consumers and in 2011, it entered the mid-sized consumer market.

Therefore it needed to create and implement a marketing strategy targeted at mid-sized gas consumers, such as small production companies, traders, hotels and restaurants, towns etc. Our solution We designed and implemented a complex strategy for the company's entry into a new market. We provided a turnkey solution ranging from market research, creative proposals and graphic design to shooting a video and a large-scale contact marketing campaign. For instance, we mapped the potential gas consumers in a number of regions and subsequently targeted a contact campaign to them. A part of the campaign was an original package aiming at inciting a negotiation. This approach resulted in a significant growth of consumers in this sector.

Marketing strategy

With regard to the Czech market, the company SPP CZ started as a supplier to large consumers and in 2011, it entered the mid-sized consumer market. Therefore we created and implemented a marketing strategy targeted specifically at mid-sized gas consumers, such as small production companies, traders, hotels and restaurants, towns, etc.

Contact campaign

We also implemented a turnkey contact marketing campaign. We mapped potential gas consumers in a number of regions and subsequently targeted a contact campaign to them. A part of the campaign was an original package aiming at inciting negotiation. This approach resulted in a significant growth of consumers in this sector.

Production

We provided the gas distributor with a complete range of marketing activities, ranging from graphic design to production. Marketing production included the following areas: printed materials, outdoor advertising, advertising specialties, graphic solutions, copywriting, etc. For instance, we also shot a professional, tailor-made video, including a script, location scouting and casting, shooting, renting a studio and post-production.

Creative design

We also designed a number of creative concepts for SPP CZ to be used in campaigns targeting mid-sized and small gas consumers, such as small companies, traders or households. The designs emphasized mostly the company stability and the convenience of its offer compared to competitors.

SPP CZ, a.s.

SPP CZ is a natural gas supplier for large companies as well as households. SPP CZ is a subsidiary of Slovak Gas Holding (SPP), a company with more than 150 years of history and 1.5 million consumers in Slovakia.

They say about us

Dealing with MARKETINGOVÁ KANCELÁŘ.CZ is totally professional. What I like the most about them is that they add their know-how to a concrete problem we are trying to solve. And they add some extras that may even go beyond what has been agreed in the order.

MSc. Vilém Suchomel
Marketing and strategy manager
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