of chese. In chis sicuacion it is important to highlight cwo main moments of commercial developmenc, ebat is co say "new markecs" and "consolidaced markecs". NEW MARKETS To avoid any misunderscanding, by "new market" I mean chat normally addressed when natura! gas is furnished for ehe firsc time, ebat is co say, a cown or larger area wich fairly similar social-environmental characteristics. In chis case, one ofehe fırsc actions assessed and undertaken is an as decailed as possible survey ofehe opinions ofehe inhabicancs regarding ehe arrival and use of nacural gas. These initial inquiries, designed to assess quantities and motivacions, usually cake ehe form of market survey for which we brief an agency ,,,ecialized in selecting a signifıcant homogeneous cross-section and in carrying ouc ehe relative interviews which are then processed and evaluated wich our assiscance. This particular instrumenc provides us with reliable feedback regarding ehe expectations and problems of our potencial cuscomers. ünce ehe survey has been completed and before starting roadworks for laying ofehe gas discribution network, ali ehe pocencial users in ehe area of ehe network are systemacically recorded, whether civil, industrial or in ehe services sector. This phase, referred to technically as acensus, is encrusted to the sales necwork ebat will be responsible for subsequenc or concurrent acquisition of the users concerned. This inquiry is designed co set up a file of the potential user base which will then be used for various purposes including ebat of providing decailed information on composicion (segmencation), locacion and energy consumption. This type of inquiry is also of considerable cechnical validicy as it promoces correcc checking of ehe necwork as regards flow race and pressure. Havingcollected ali ehedacarequired, the sales offer is drawn up ebat is also based on ehe promocional and communicacion parts covered in more decail below. At this point, I would like co draw particular attention to ehe sales necwork that plays a prime role in ehe user acquisicion phase. Direct or indirecc network? This is ehe classic DOGAL GAZ DERGiSİ SAYI. 30 131 dilemma facing any company when defıning organizational approach. Wich regard co this problem, after crying out boch solutions over ehe years, the Icalgas choise is now defınicely in favor of indirecc networks chac are able co provide us with a complece, "curn-key" service. The possibility of offering our cuscomers: -conneccion co ehe service -user pipework -user appliances assures cuscomer consumpcion of gas shortly after gassing up of ehe necwork. Further, ehe synergy inherent in chis chreefold offer makes it possible co achieve an incerescing !eve! of "inicial acquisition", normally in Icaly around 70/80 % thus avoiding ehe negacive sicuacions of ehe pasc when inicial acquisicion (chat envisaged connection ro ehe necwork only) amounced co around 60% wich subsequenc accivacion in some cases of only 50%, wich ehe end resule thac only an effeccive 30% ofpocencial users became consumer customers. Ali chis experience acquired in field has provided us with ehe know-how thac, coday, promoces rapid, croublefree adapcacion to any type of social-cerrirorial sicuacion ebat may be encouncered, enabling us cherefore ro propose ehe besc solution ro our cuscomers' specific requiremencs. CONSOLIDATED MARKETS Consolidaced markets are those rota! markets in cerms of consumers or energy consumpcion ebat exisc in pare of tbe cerrirory or whicb bave already been gassed up for some years.As a decailed market segmencacion already exiscs for cbese, we are able ro make a precise evaluacion ofour market sbare ofeacb individual segmenc. On ebe basis of cbese analyses, we can eben proceed ro evaluate ebe commercial objeccives stili ro be acbieved in macure areas of ehe cerrirory and in cbose niches of residual market segmencs or cbose wbere ehe service is not as yet complece. Developmenc strategies are cberefore be plan ned ro promoce diffusion of natura! gas in ebe various residual volumes of use and also promocional operacions addressing chose segments ebat are stili not fully served. More incisive accions bave been planned in ehe form ofspecific differenciaced marketing iniciatives such as: -recovery ofgas poincs
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