Nguyen Thanh Hoa

104049052

Assessment 3: Video
Presentation
Marketing strategy for household in Australia to drive revenue AGL solar energy

1. Summary segmentation and key previous recommendation

2. External Factors - Consumer Behavior
3. Recommendation

Link video: https://youtu.be/lpL6YcC5-ow

 Nguyen Thanh Hoa

AGL Energy Ltd.,

AGL Energy Ltd., also referred to as AGL, is a significant energy corporation in Australia that produces, distributes, and sells electricity
service and gas. The company's entire revenue in 2022 is $14,478,000,000. (IBIS World 2023).

Segmentation : Household (Middle-aged), with average income or more, and family size from shadow or more, are AGL's
target clients for solar energy products living together, value independence and reliable energy sources, and are
environmentally mindful.

Through the use of some Self-Determination Theory, Theory of Reasoned Action, Fibein model, and Customer Decision Making
Process, A2's goal is to assist Australian Gas Light Company (AGL) marketers in understanding the purchasing behavior of
residential customers and analyze two internal factors influencing customer behavior, namely motivation and 'attitude.
Recommendation :
A campaign to promote the benefits of using clean solar energy on the world
A program to provide individuals with tailored energy-saving advice" social media' through the use of integrated media
mix, social marketing, and green marketing.

In conclusion, these recommendations will support AGL's efforts to increase its market share in the sustainable energy sector,
sell to environmentally concerned homes, and control customer behavior.
 SWINBURNE
External Factor

Family is a crucial external factor that can influence consumer behavior.

Family
The socialization idea suggests that families are influential in shaping people's
worldviews. (Moscovici, 1985)
AGL's target audience for its solar energy offerings often includes families, where

( Kellermanns et al, 2012).

different members may hold varying views and preferences on the topic of solar energy.
Children can encourage their families to make changes like switching to solar power by
instilling in their parents the importance of making environmentally responsible
choices.
Family members can provide financial and emotional support to promote the adoption
of solar equipment.(Prahalad & Ramaswamy, 2004).
Family members can function as reference groups, against whom individuals can gauge
how they measure up in terms of attitude and behavior.
Members of AGL's target audience often persuade and inform one another on the
benefits of solar power through conversations and personal interactions.
Positive experiences with AGL's solar energy products can lead to one member of a
household advocating for their adoption among their relatives.
 SWINBURNE

EXTERNAL FACTOR

Diffusion of Innovation
How new ideas and products spread through a population is described by the
theory of "diffusion of innovation" (Rogers, 2003).

From an adoption perspective, there are five adopter categories: innovators, early adopters, early majority, late majority, and laggards. Certain groups are more or less open to
trying new things than others.(Schiffman & Kanuk, 2010)

The categories of "early adopters" and "early majority" are particularly applicable to the people AGL hopes to sell solar energy goods to. These groups include those who are
more open to trying new things, who have higher socioeconomic statuses, and who have higher levels of education (Rogers, 2003).
=> AGL can create marketing campaigns that specifically appeal to these groups, showcasing how solar power can help them save money, help the environment, and provide
them energy independence. (Schiffman & Kanuk, 2010).

Targeted advertisements that highlight the primary benefits of solar energy

=>AGL approach early adopters and early customers via social media platforms. To generate interest in their solar energy products, they can team up with prominent figures in
the field or influential bloggers.
 SWINBURNE
Apply:
RECOMMENDATION 1: Family influence is a significant external factor that
can influence consumer behavior.( Kellermanns et
al, 2012)
Leverage family The theory of social influence states that people are
influenced by their surroundings, and family
connections to members are considered important social references
in decision making (Moscovici, 1985),
promote your Incorporating a family-oriented message that
emphasizes the benefits of using solar energy can
products exploit environmentally conscious thinking and
push families to choose solar energy over traditional
sources (Prahalad & Ramaswamy, 2004).
Creating normative pressure for people to buy our
customers' products by capitalizing on this social
impact.
A co-creation approach can involve families in
Example : Airbnb - Hosts can discount first- product development, soliciting feedback and
time bookers with tailored referral links on suggestions on product features.
social media. Airbnb stays credit the host. This This strategy tailors products to meet the
encourages owners to share their listings with preferences of the target market and creates a sense
family and friends and try Airbnb. of ownership and commitment among families
involved in product development.
 SWINBURNE

RECOMMENDATION 2:

Work with early adopters to promote uptake using the ubiquity of innovation theory, then co-create new
goods using region-linked advertising to build trust.

Apply: Example:
Early adopters are crucial to the success of new products and services, Apple has used beta testing programs to gather feedback from early
according to Rogers' diffusion of innovations theory (Rogers, 2003). adopters, enhancing their sense of ownership and driving adoption
To improve their product or service and accelerate adoption, businesses can and word-of-mouth marketing (Hernandez, 2019).
work with and involve early adopters in the co-creation process.
Collaboration and co-creation help build strong relationships with early
adopters and provide valuable feedback for product development and
marketing strategies ( Bhalla, 2011).
Partnering with family-oriented organizations, such as parent-teacher
associations or community centers, can promote the adoption of sustainable
energy solutions, such as solar energy.
Collaborating with such organizations can provide access to a wider audience
and tap into the social networks and influence of families within these groups.
Partnering with trusted and reputable organizations can enhance the
credibility and trustworthiness of a business's brand.
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