Choice Energy: Analysis of Marketing Strategies and Tactics Report

This report provides a comprehensive analysis of Choice Energy's marketing tactics and strategies. It begins with an introduction to Choice Energy as an energy management company specializing in solar energy solutions. The report delves into various marketing aspects, including product and service tactics, emphasizing their "One Stop Solution" approach and diversified portfolio catering to both businesses and residential properties. It examines their distribution strategy, highlighting the personalized approach using industry-specific consultants. The pricing strategy is explored, revealing their competitive pricing model and discounts for holistic service packages. The promotion strategy focuses on their "Solar referral program" and the impact of the Smart50 award. The report also discusses other strategies, including people management, process simplification, physical evidence, and marketing ethics, concluding that Choice Energy's strategies are on the right track, contributing to their aggressive growth. The report references key sources like journal articles and online resources, offering a thorough overview of Choice Energy's marketing practices.

Choice Energy

Contents
MARKETING TACTICS AND STRATEGIES..........................................................................................3
Introduction.................................................................................................................................................3
Product and services related tactics.........................................................................................................3
Distribution strategy................................................................................................................................3
Pricing strategy........................................................................................................................................4
Promotion strategy...................................................................................................................................4
Other strategies........................................................................................................................................4
Conclusion...................................................................................................................................................5
References...................................................................................................................................................6

MARKETING TACTICS AND STRATEGIES
Introduction
Choice Energy is an energy management company; they offer all the services and product
related to solar energy (Choice Energy, 2020). Main aim of the enterprise is to reduce energy
cost of their clients by providing whatever electricity related service they seek. Below are
various marketing related strategies of the organization.
Product and services related tactics
Choice Energy has a diversified product portfolio as they offer solar energy to business as
well as to residential properties also. Company strategy revolves around the concept of ‘’One
Stop Solution’’ to the entire energy related problem. They offer LED lighting for saving energy
and they also provide consultation regarding solar grants & incentives provided by Government
(Tie and Tan, 2013). Choice Energy always concentrates on quality of their services and
product; they are doing innovation in different fields so company can provide something new
their customers.
Main target of organization is Small and Medium size business. Choice Energy has
clients in various industries like Automobile, Cooperate, Healthcare and Manufacturing. The
strategy to get business from various smalls firms is assisting company in constantly increasing
their revenue but this does not mean that they only have small clients. Caltex, Disney Australia
and Red Rooster are some popular customer of the enterprise.
Distribution strategy
In order to increase sales, every organization need sound distribution network. Choice
Energy is offering variety of services & products; they customers are also from different sectors.
These few factors bring some uncommon challenges for the company. This Corporation is using
personalized approach as their distribution strategy. They have management consultant who have
expertise in specific industry and these advisors are personally work with clients at the time of
providing services. Project based tactics is allowing company to meet exact requirement of client
at best possible price. For example, Choice Energy installs commercial LED lighting. They have

few suppliers so directly deliver LEDs at decided place and enterprises worker install these lights
by testing their quality.
Pricing strategy
Choice Energy aim at reducing cost of energy and whatever they charge from client
depends on how much electricity bill they can bring down. Competitive pricing is most common
strategy used by company, their prices are similar to others and they differ according to the
additional services like monitoring & reporting software for checking accuracy of bills (Francino
and Huff, 2016). There are some segments where competition is high; company provides
discounts in these segments. But, these benefits are only given to those clients who buy holistic
services from the enterprise. Choice Energy has touched $10.5 million revenue in 2018 and their
pricing strategy played crucial role in this. Company assisted their customer in reducing cost of
energy by significant amount; it allowed them to grab better margin.
Promotion strategy
Promoting services in order to increase revenue is essential for every organization.
Choice Energy in new in business, founded in 2013, and brand visibility is important for them.
“Solar referral program’’ is a share and get rewarded scheme of the company where they provide
benefits like free residential solar system. This promotional strategy helped firm in getting many
new small and medium sized customers. Beside this, mouth publicity can be considered as one of
the main reason behind aggressive growth of Choice Energy. Company also won Smart50 award
in 2018; winning this award enhanced their brand visibility on social media platform and
internet. Management understands that ground presence is more important in early stage of
business as it will assure constant increase in growth of revenue.
Other strategies
People – With increasing number of customers, company is also hiring more experts who have
expertise in specific field. Organization provides basic training to workers where they learn
about customer satisfaction and enterprise’s policy. Choice Energy prefer to hire experienced
people as they do not believe in spending time and other resource for developing skills in
inexperienced employees. Company is one of the fastest growing SME in the country; they
prefer to keep focus on aggressive growth instead of spending time on secondary activities.

Process - Choice Energy does not believe in complicated process; management tries to keep
things simple. People are not aware of energy management and all the complexities of associated
process; like how they reduce electricity bills or get government grants. Management consultant
provide simple explanation about organization’s offering and it’s working so customers can
understand that how Choice Energy can help them in reducing their expenses. Other procedures
like referral program are also easy to understand for clients. Firm’s strategy relating to process is
simple; remove poorly performing system and reward solution that can benefit client. In 2016-
17, business of organization was not growing at expected rate. This was because of limited
offering which company was providing at time. Choice Energy introduced many new services
and process in their business by entirely changing value proposition (Londhe, 2014).
Physical evidence – Solar panels, installation of LEDs and company’s office are few perfect
example of their physical evidence. They have management consultant and their products,
monitoring software, allow people to shows their presence in the market. Choice Energy
understands that they are new in business; they are fragile and it is assisting them in capturing
more marketing by increasing their physical presence. Firm has also opened their office in New
Zealand as a part of business expansion plan.
Marketing ethics – Choice Energy has adopted positive marketing; they never indulge in bad
mouthing of any competitor and provide honest advice to the customers. Company do have big
client like Disney Australia and they provide them energy management solution (Smart50
Awards 2018, 2020). But, organization never use name of their big clients for promoting those
services which firm is not providing to them. They have referral scheme for getting more
customers, company clearly explain terms and conditions regarding referral program to clients so
they do not get misinformed. These marketing ethics tactics is increasing firm’s goodwill in the
market.
Conclusion
At the end, it can conclude that most of the Choice Energy’s strategies are on right track.
It can be considered as the aim reason behind continues and aggressive growth which company
has attained in past 3 years.

References
Books and Journals
Francino, P. N., & Huff, F. C. (2016). U.S. Patent No. 9,335,748. Washington, DC: U.S. Patent
and Trademark Office.
Londhe, B. R. (2014). Marketing mix for next generation marketing. Procedia Economics and
Finance, 11(1964), 335-40.
Tie, S. F., & Tan, C. W. (2013). A review of energy sources and energy management system in
electric vehicles. Renewable and sustainable energy reviews, 20, 82-102.
Online
Choice Energy. 2020. [Online]. Available through < https://www.choiceenergy.com.au/>.
Smart50 Awards 2018. 2020. [Online]. Available through <
https://www.smartcompany.com.au/lists/smart50-awards-2018/choice-energy/ >.