cion. This accivity is aimed at providing cech- -Promote the service in order co optimize ehe nical and economic informacion abouc natura! exiscing discribucion necworks in !ine wich an gas, at highlighting ehe advanrages of the ser- increase in the number of users served and vice offered and at informing those concerned of relative consumpcion. ehe procedures required co access ehe service. -Excend knowledge ofnew uses ofnatura!gas in The means used co communicate wich ehe order to penecrace new market areas. market musc be evaluaced according co loca! situacions in order to assure widespread diffu- Promotion sion of our messages. Promocional accions addressing consolidaced Promotion Asfarasourcompany is concerned promocional actions addressing new areas of development are aimed not only at achieving a suirable !eve! of acquisicion but also a good percenrage of customers who start co consume from ehe time of conneccion. To do chis, suicable advertising campaigns are planned case by case designed rofacilirace insertion of chis innovacive service on the market, wich accions addressing: Conneccion price Paymenc syscem Appliance conversion lnsrallation pipework On ehe basis of ehe price eseablished as user conneccion conrribution, we draw up a further discounc plan for parcicular mulriple concraccs. We also gee in touch wieh leading Banks in order to draw up fınancing plans to cope wich any fınancial difficulcies o(cuscomers. CONSOLIDATED MARKETS in an area in which ehe natura! gas discribution service is already presenc, market shares can always be increased by incervening on: Level of penetration lncrease in consumpcion Diversificacion of uses and , as in ehe caseofNew Markecs, ehe levers we employ are always Communicacion, Promoeion and Service Qualicy. Communication in ehe case of consolidaced markecs, direcc incerveneion in ehe form of company advercising is not longer necessary as ehe discribming company is already well known on ehe market. We therefore establish ehe segmencs on which to operace and rargecs co be achieved in order to plan advercising campaigns able co: DOGAL GAZ DERGiSi SAYI. 30 135 markets are excremely imporranc in that chere is always a considerable drop in initial demand, which is by nature sponraneous, once the service is fully on scream. Therefore, we consider it necessary co incorporace innovaeive elemencs compared wich ehe activieies ofehe inieial acquiseion campaign in order co scimulaee the market. These elemets, always specifıc ro each seccor or segmenc, address ehose faccors ehac have so far inhibited normal acquisicion. Our experience has shown ebat ehe main inhibicing faccors may be: Conneceion price Conversion cosc Conditions ofcompeeicor energy sources and various ocher albeit minor factors which are noneeheless difficult ro eliminace. Appropriaee accions m ust be taken according ro ehe causes to be removed; if, for example paymenc is a problem, particulary accraccive conclicions must be offerecl ; or ifuse namral gas is impeclecl by cechnical causes, the customer musc be assiseecl in clecicling on ehe righc user appliances ancl so on. Service Quality Service qualicy is high on company's lise of prioricies as regards ever greacer compliance wich user requiremencs. Efforcs in this direccion can be summarizecl in a number of scructures set up ro improve cusromer assisrance service such as: Telephone lines for informacion Areas reserved for cuscomer recepcion Auromacic teller systems for bili paymencs Gascel service for communicacion of consumption by phone where ehe main objeceive is ebat ofimproving ehe qualicy ofconcaccs becween the Company its customers in order ro promote posicive percepeion of ehe qualiey of ehe service furnishecl.
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