-booscing of consumpcion chrough replacemenc of eleccric boilers -economic contribucions fer conversion of oilfired cencral heating plancs and those fired wirh other comperiror fuels ro natura! gas fer civil and rerriary use -free loans fer conversion of plancs fer technological uses -fiscal and rariff facilities according ro ehe various uses of natura! gas -ocher operations and commercial solucions characterized by high !eve! energy saving diffusion of innovative cechnologies of use. On a mature market characterized by increasingly fierce competitıon wirh other energy sources, identificacion oforganic ferms ofmarketing mix that make it possible ro obrain ehe besr possible resulrs at economic costs ebat are accepcable financially and as regards quality, becomes decisive. Quality is anorher marketing !ever used to improve ehe role, perfermance and also communication with cusromers, al! of which concribute co defining and improving offers and expecrations of ehe Consumer Market. With regard ro rhis, we have launched a number ofiniriarives includingposr-merer acriviries, afrer-sales assisrance, scheduled maincenance of appliances, insurance of gas cuscomers, effective adverrising means fer diffusion of natura! gas on rhe market. Ar rhe moment, New Technologies are rhe "Sales Funcrion's" new challenge co rhe consumer energy market, wirh parricular confıdence in and arrencion co co-generarion and natura! gas climarizarion sysrems. Inrroducrion of these new technologies addresses rhe fellowing market segmencs: -horels -hospirals and clinics -supermarkers and sales cencers -banks, public and private offıces, indusrries. Approved plancs, specific adverrising operarions, concriburions roreduce inirial invesrmencs are rhe winning cards wirh which rhe "Sales Funcrion" measures up ro rhe challenge of spreading rhe use of natura! gas on new markers, in and ourside Icaly. COMMUNICATION AND PROMOTION Communicarion and promorion play an essenrial role in rhe market straregies in rhar rhey are OO�AL GAZ DERGiSİ SAYI. 30 134 considered key elemencs fer market developmenr. Increasing awareness of rhe fact rhar ehe real objecr of exchange wirh rhe user/cusromer is not jusr rhe mere supply ofnatura! gas bur also rhe furnishing ofa service rhar allows independenc, concinuous managemenr of an energy source by rhe user has been decisive. Al! marker-orienced promorional and communicarion acrivities addressing borh new areas of service developmenc and markers already covered have, rherefere, been remodeled according ro rhis innovarive principle. On rhebasis ofpasr experience and in !ine wirh changing market requiremecs, it has emerged rhar marker-orienced operarions are more effeccive ifappropriarely addressed and differenciated according co rhe cuscomer requiremenrs. Hence rhe need co use rhe breakdown of rhe market ince like segmencs on rhe basis of rhe various crireri,ı. already outlined, such as ehe acriviry perfermed, rhe rypeofuse, consumprion ere, in order ro plan specialized, specifıc commercial acriviries. As �lready mencioned ar rhe beginning, it is exrremely imporcanc, when selecring rhe various sales acrions, co esrablish wherher New Markers or Consolidated Markers are being addressed. NEW MARKETS Communication When preparing co operate in a newly acquired area where rhe gas discriburion service is not yet known, we apply an approach to rhe cuscomer ebat comprises several phases. Firsr ofali, a company adverrising campaign is necessary ro provide ehe infermacion required about ehe Disrribucing Company in order ro escablish a relacionship of consenr wirh ehe cuscomer befere fermulating acommercial proposal. To do this, we usually use themain media such as ehe press and loca! TV networks fer arricles and incerviews designed co enhance knowledge of our Company, of natura! gas, of our future plans ece. We also organize round rables, meecings char cover general subjects but which are designed to establish ,ı. relationship of confıdence wirh ehe people involved (our future cuscomers). At this poinc, we start co advercise ehe product, char is co say, rhe gas distribucion service in differenc ways according ro market segmenra-
RkJQdWJsaXNoZXIy MTcyMTY=