*For representation purpose only
Marketing Management: Minor Project
Project Title: Repositioning Of Atomberg
Technologies In The Energy Sector
Description:
This case study is adapted from a real marketing consulting project for Atomberg Technologies,
a small company that provides products and services for energy optimization, working in a B2B
model. Their main clients are SMEs, Universities and Gyms that use large quantities of energy
and water. However, a new category (energy self-consumption) within B2C is emerging and
they want to access the best way to explore that market.
Task In Hand
Based on what you learned in this course, write a maximum of 2 pages on how you’d approach
the challenge of repositioning Atomberg Technologies:
(1) would you suggest any further analysis?
(2) What positioning should the company take, based on the growth of a new category and the
insights from the interviews?
(3) What plan would you present for the first marketing and communications campaign, leading
to the repositioning of Atomberg Technologies?
Case Study
Imagine you are part of a consultancy team hired by this company and were given the challenge
to reposition Atomberg Technologies – the company believes they’ve been stuck in the past
and want to reposition their brand because the market has been changing and new (more
attractive) categories emerged.
Atomberg Technologies’s CEO shared three pieces of analysis with your team: a brief business
analysis (they made a SWOT analysis), a table with sales and predicted sales per category, and
the competitive scenario of each. You can find the three tables below:
SWOT ANALYSIS
Strengths Weaknesses
● Company with 10 years in the • Low brand awareness.
market. • Small company size (which may affect
● Competence and experience of the the application for high value
team, mainly at a technical level. business).
● Close service, with a dedicated team. • Bad organization of the range of
● Organizational culture centered on products and service.
commitment (ownership). • Lack of focus on strategy.
*For representation purpose only
● Portfolio of products and services. • Lack of integrated marketing and
sales procedures (processes).
• Insufficient and incoherent
communication on channels such as
social networks and website.
• Difficulty in converting projects into
sales.
Opportunities Threats
● Growth trend of solar photovoltaics, ● Lack of technical knowledge of the
hydrogen (energy transition) and market (illiteracy of new solutions).
water efficiency. ● Potential customer is afraid to
● Self-consumption: reduced number proceed with the purchase since the
of companies competing in company does not yet have
micro-cogeneration and hybrid solar. self-consumption projects
● New legislation and support funds implemented in Portugal.
aimed at promoting water efficiency. ● Currently, the licensing process is
● Growth of alternative energies will long, between investment and
positively influence demand. implementation (self-consumption).
● Company to position itself as the ● “Unfair” competition in the water
official representative/distributor of category (e.g., plumbers can do it
leading brands in the market, with cheaper because they don't pay
state-of-the-art technology. taxes, don't issue an invoice).
● Pandemic affects billing in the Energy
and Water Efficiency area (in the
hotel segment).
ATTRACTIVENESS PER CATEGORY
Atomberg Technologies is currently exploring the Lighting and Electricity category, and the
Energy and Water Optimization category. Recently, they’ve started to explore the Energy-self
consumption category, but it is still a very low part of sales. The table below shows the sales
they’ve made within each category, and the sales they predict they could make in the future,
given the rise of Energy self-consumption.
Energy
Lighting and Energy and water
self-consumptio Total
electricity optimization
n
2019 288 503 $ 53% 238 529 $ 44% 21 201 $ 4% 548 233 $
2020 307 010 $ 65% 118 249 $ 25% 47 481 $ 10% 472 741 $
2021 (current) 260 000 $ 38% 150 000 $ 22% 270 000 $ 40% 680 000 $
2025 250 000 $ 10% 250 000 $ 10% 2 000 000 $ 80% 2 500 000 $
COMPETITIVE SCENARIO
Categories Competition level Main type of competitor
Energy and water optimization Medium Substitute products and services
*For representation purpose only
Energy self-consumption Low Still no competitors in the market
Lighting and electricity High Direct and indirect competition
INTERVIEWS
Your team found the information shared by Atomberg Technologies very useful. However,
knowing the importance of analysis and not only relying in the data shared by the company, but
your team also decided to do interviews to some of the main clients of this company. Your team
assessed three aspects in the interviews: brand perception, most valued attributes, and
suggestions for promotion/communication. You can find the main insights collected by your
team, as well as the quotes they found relevant.
Brand perception
Insights Main quotes
● Small company with little awareness “As a brand, I have a neither good nor bad
and without any differentiating aspect. image – it is neutral”
● Perceived as shower company, reduced “For me, ENType is only two people: the CEO
water consumption, panels, and and the Sales Director”
cogeneration. “The correct commercial approach is what they
● Good monitoring and demonstration of have been doing lately (...) periodically
know-how and strong technical part. promoting new products, systems, and trainings”
● Close and available commercial “I've had other brands, but they didn't have the
approach. availability that ENType showed”
“Our project went so well that we later
expanded to more hotels”
Most valued attributes
Insights Main quotes
● Monitoring/project follow-up “What I value most is the work developed,
● Cost reduction (economic impact) proven experience and data presented”
● Specialization, know-how and technical “We are becoming more and more generalist; we
solution (in service and equipment) need to look for specialists”
● Proven portfolio of projects and clients, “If I represent Mercedes, I have greater strength
presentation of results than if I represent FIAT. In this matter
● Self-consumption: valuing the brands (micro-cogeneration), 2G is Mercedes1”
that ENType represents
● Prior knowledge of the facilities
(studies) by ENType
● Involvement/co-creation in the
development of projects
1
*For representation purpose only
Suggestions for communication
Insights Main quotes
● Website and social networks with an ● “When the project ENType made for me
informative communication tone. is up and running, they can take
● Lectures and webinars on new solutions potential customers there to convince
(eg micro-cogeneration) based on case them”
studies of real/implemented cases. ● “It has to be easy to understand what
kind of services they have, what they
consist of (...) the surgical part where
they work and the impact they have
(specific reduction percentages, values
in euros)”
