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Study: Too Late For New Marketers in Georgia?

Study: Too Late For New Marketers in Georgia?

Marketers considering whether to enter soon-to-be deregulated electricity and gas markets should re-evaluate strategies in light of the experience of gas marketers in Georgia. Late entry strategies may be very risky, according to an analysis of Georgia's gas deregulation process by Atlanta-based Energy Market Solutions.

The Energy Market Solutions' study explains why and how deregulation occurred; how the Georgia deregulation process works; strategies and tactics of marketers; profiles of marketers and lessons learned. Gas marketers who didn't enter the deregulated marketplace in Georgia early may have permanently shut themselves out of the market. The latest example of this is the exit, after less than two months, of KeySpan Energy (an affiliate of Brooklyn Union Gas Co.). KeySpan's vice president and chief operating officer said "I wish we had gotten there earlier."

"Clearly, using customer acquisition, profitability and retention models and strategies developed through pilot deregulation programs could be very misleading in markets that follow the Georgia deregulation model," said Energy Market Solutions Vice President Michael Mabey.

Customer retention was not an issue for marketers when deregulation began because all customers had to choose a new supplier. New market entrants will have to overcome retention efforts and customer acquisition offers to acquire customers.

Energy Market Solutions is a utility-focused marketing strategy and research firm that helps clients identify what customers value, which customers to target for loyalty, retention and new product/service programs, and how to acquire and/or keep targeted customers. Call (770) 455-6994 for information about the study "Natural Gas War! - Battling For Supremacy in the First Completely Deregulated Natural Gas Market in the Country."

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ISSN © 2577-9877 | ISSN © 1532-1231
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