Engie Markerting.docx

INTRODUCTION:Engie is a French multinational electric utility company, headquartered in La Défense, Courbevoie, which operates in the fields of electricity generation and distribution, natural gas, nuclear and renewable energy. ENGIE is a pioneer in nuclear energy in Europe with the development of the first pressurised water reactor built in Belgium. It is one of the few players in the sector to develop expert skills in both upstream (engineering, purchasing, operation, maintenance) and downstream (waste management, dismantling) activities. As a nuclear operator, ENGIE owns and operates seven reactors in Belgium through Electrabel, owns stakes in the Chooz and Tricastin plants in France and has drawing rights in Germany. The company, formed on 22 July 2008 by the merger of Gaz de France and Suez, traces its origins to the Universal Suez Canal Company founded in 1858 to construct the Suez Canal. Since the merger in 2008, the French state holds approximately a third of the company. It adopted the "Engie" name in April 2015 in order to emphasize the changing nature of its energy business and de-emphasize its historical role as a nationalized gas monopoly; but still has N and G in caps and spelt NG, remembering the Natural Gas roots. The company holds a 35% stake in Suez Environnement, the water treatment and waste management company spun off from Suez at the time of the merger.GDF Suez bought 70% of Britain's International Power in August 2010, creating the world's largest independent utility company. Target market:ENGIE has repositioned its portfolio, laying the foundations for future growth. Today the portfolio is less exposed to market risks, cleaner and more profitable. Full year 2017 results are in line with the Group’s objectives a net recurring income, Group share of EUR 2.6 billion and a significant reduction of the net financial debt. For 2018, a sustained organic growth is expected in comparison with 2017, as well as a higher dividend (+ 7.1%). ENGIE was able to withstand the impact of a vigorous strategic repositioning: EUR 13.2 billion of disposals and EUR 13.9 billion of investments secured in profitable activities offering attractive growth prospects, while also achieving more than EUR 1 billion of costs savings.

Positioning market:At end 2017, ENGIE has announced EUR 13.2 billion of disposals (i.e. almost 90% of total program of EUR 15 billion reduction of net debt). To date, EUR 11.6 billion are already closed. In November 2017, ENGIE announced the signing with Total of an agreement for the sale of its upstream and midstream Liquefied Natural Gas (LNG) activities, that should be closed during 2018. In 2018, ENGIE closed the disposal of the E&P International activity and of Loy Yang B coal-fired power plant in Australia. on the front of innovation and digital transformation, ENGIE continues to invest in preparing for the future and confirms its pioneer position in the energy and digital revolutions. In 2017, the acquisitions of EVBox and Icomera are fully in line with ENGIE’s transformation strategy at the service of smarter and greener mobility. ENGIE also announced in 2018 that it had signed an agreement for the control of Electro Power System (EPS), a specialist in energy storage solutions and microgrids that enable intermittent renewable sources to be transformed into a stable power source. In 2017, ENGIE inaugurated the GAYA platform, near Lyon in France, which aims at testing the production of biomethane from dry biomass. ENGIE also participates in the deployment of the first hydrogen bus line in Pau, France, and announced the creation of a global entity dedicated to the development of renewable hydrogen in the world. The objectives of ENGIE in renewable gases in France are ambitious: 30% in 2030 and 100% in 2050.

PRODUCT LIFE CYCLE:The "product life cycle" is the "life of the product" from the procurement of raw materials and components, manufacturing, transportation, usage, collection, recycling, and up to disposal. The input of resources and energy, etc. must be minimized at each stage of the product life cycle and the environmental load (the burden of human activities on the global environment) must be reduced. PRODUCT:- Renewable energy The introduction stage When an organization has developed a product successfully, it will be introduced into the national (and international) outlet. In order to create demand, investments are made with respect to consumer awareness and promotion of the new product in order to get sales going. At this stage, profits are low and there are only few competitors. When more items of the product are sold, it will enter the next stage automatically. The growth stage In this Product Life Cycle stage the demand for the product increases sales. As a result, the production costs decrease and high profits are generated. The product becomes widely known, and competitors will enter the market with their own version of the product. Usually, they offer the product at a much lower sales price. To attract as many consumers as possible, the company that developed the original product will still increase its promotional spending. The maturity stage In the maturity stage of the Product Life Cycle, the product is widely known and is bought by many consumers. Competition is intense and a company will do anything to remain a stable market leader. This is why the product is sold at record low prices. Also, the company will start looking for other commercial opportunities such as adaptations or innovations to the product and the production of by-products. The decline stage At some point, however, the market becomes saturated and the product is no longer sold and becomes unpopular. This stage of the Product Life Cycle can occur as a natural result but can also be stimulated by the introduction of new and innovative products. Despite its decline in sales, companies continue to offer the product as a service to their loyal customers so that they will not be offended.

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Engie is known to keep its pricing very low. Engie currently hold 80% of the residential and 60% of non residential market. Oil prices also play a big role in identifying the price of the services and products offered by Engie. Engie is the leader in providing energy efficient services around the globe having heating and cooling network in 13 countries. In terms of revenue, Engie made approx. 70 billion pound of revenue in the year 2015. The company has got 11 research and development centres globally. Engie has also got the 2nd largest gas transportation network and largest distribution network in Europe. Engie has got a business structure of having 24 business units and 5 Metiers.

ADVERTISEMENT CAMPAIGN:September 27, ENGIE is launching a new advertising campaign with a fact-based message showcasing the Group’s businesses. The multi-media campaign (TV, press, digital, cinema), presents the brand’s comprehensive energy transition solutions. Three 30-second film spots demonstrate ENGIE’s commitment. In a world reinventing itself, ENGIE develops new solutions for the successful achievement of the energy transition. Each spot highlights an aspect of the brand – its diverse energy mix, inventive solutions and team approach – as they apply to various Group businesses: solar power, wind energy, and energy services. These film spots are the work of Zak Emerson, designer of the name change campaign. ENGIE is continuing its new communications programme, #ENGIEHarmonyProject, launched on 27 April, with the airing of a third advertising film entitled “ENGIE x Queen Elizabeth Olympic Park” and the presentation of the Group’s Imaginative Builders, employees and partners who contribute to harmonious progress. Shot in the United Kingdom with ENGIE teams and its partner The London Legacy Development Corporation, the Group’s latest advertisement tells the story of the challenge to transform the Queen Elizabeth Olympic Park, in London, initially built for 2012 Games, into an eco-responsible and sustainable metropolitan area. Thanks to the construction and operation by ENGIE of a power plant that converts wood waste into energy, the needs (heating, air conditioning and electricity) of the new area are met, while drastically reducing CO2 emissions. Engie Romania and McCann PR launched a new campaign aimed to boost company’s presence on the local market. The new campaign is illustrating the infinite energy sources from everyone’s daily life, from gas and electricity to people and emotions. The new awareness campaign we developed for Romania highlight, with a human and emotional approach, all our brand’s attributes that we wish to relay also to the consumers: humanity, solidarity, agility, adaptability and innovation.

DISTRIBUTION CHANNEL:Gas distribution networks are structures that are mainly made up of medium or low pressure pipelines. Their role is to route natural gas to end consumers. ENGIE has the largest natural gas distribution network in Europe. In France, the Group manages a 194,600 km network via its subsidiary GrDF, in charge of its upkeep, functioning and development. Outside of France, ENGIE owns shares in nearly 100,000 km of gas operators’ networks:     

more than 15,000 km in gas transportation and distribution pipelines outside of Europe, 6 gas distribution companies in Mexico, 17,200 km distribution network in Romania (Distrigaz Sud Retele), 23,000 km distribution network in Hungary (Égáz-Dégáz Földgázelosztó), Presence in Slovakia (SPP), Argentina (Litoral Gas and Gasoducto Nor Andino) and Peru (TGP), through investment interests, 1 gas transportation and distribution company in Thailand (PTT NGD and Amata NGD).

REFRENCES:https://www.engie.com/en/businesses/gas/infrastructure-management/energy-distribution/ https://www.engie.com/en/journalists/press-releases/engieharmonyproject-newcommunications-programme/ https://www.engie.com/en/journalists/press-releases/continuation-engieharmonyprojectcampaign/ https://www.mbaskool.com/marketing-mix/products/17120-engie.html https://www.engieresources.com/market-data