Extensive Marketing Strategy Of EDF – Marketing Mix & More

Updated on: Jul 30, 2022
Marketing Strategy Of EDF - Featured Image

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My name is Aditya Shastri and I have written this case study with the help of my students from the online digital marketing course at IIDE - India's #1 digital marketing institute.

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Previously, we discovered the SWOT analysis of EDF. In this blog, We’ll walk through the Marketing Strategy of EDF — a French multinational electric utility company.

The main objective is to help you in understanding EDF’s (ÉlectricitĂ© de France) marketing strategy for becoming a multinational electric utility company in France.

Marketing is an integral aspect of a company that may make or break its success. As users all around the world shift to the digital sphere, marketing has fallen in line. If you’re interested in modern digital marketing, IIDE’s Free MasterClass on Digital Marketing 101, taught by our CEO and Founder, Karan Shah, is a must-attend.

We’ll learn about the marketing strategy of EDF, its marketing mix, and much more in this blog. Let us learn more about Edf(ÉlectricitĂ© de France) before we go into its marketing strategies.

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About EDF (Electricité de France)

Marketing Strategy Of Edf | EDF Energy

Founded on 8 April 1946 EDF has been consistently working towards reducing carbon footprint and leading the world towards a sustainable future. EDF has been focusing on investing in renewable energy sources. Its current mission is to reach net-zero carbon emissions and take a huge step towards environmental health and sustainable development.

Headquartered in Paris, EDF is a multinational electric utility company largely owned by the French state. It enjoyed a monopoly in the market for about 53 years and then opened up 20% of its business to competitors. 

Energy in France is generated by: coal, natural gas, liquid fuels, nuclear power, and renewables, however, recently in 2020 nuclear power had the largest contribution to electricity generation. EDF plays a key role in developing nuclear sites like Sizewell C and Hinkley Point C.

Quick Stats on EDF
CEO Simone Ross
CMO N/A
Area Served UK
Industry Electricity generation and distribution, power plant design, construction and dismantling energy trading, and transport.
Market Share/ Revenue 84.5 billion euros
Vision EDF wants to be carbon neutral by 2050. Their vision is to create a future powered entirely by electricity and other cutting-edge products and services that will promote both economic growth and environmental preservation.
Tagline No Tagline

 

Marketing Strategy Of EDF (Electricité de France)

Segmentation, Targeting and Positioning 

Segmentation

EDF uses the broadest available segmentation of the target market. They are aiming for all geographical locations, whether they are Tier 1, 2, or 3 cities. In fact, in many cases, there isn’t much targeting or segmentation involved because they are attempting to reach all demographics, geographics, and psychographics of consumers. Along with that, they are open to both public and private projects.

Targeting

The company does not produce anything to be sold, they work in Electricity generation and distribution, power plant design, construction and dismantling energy trading industries throughout the UK. So the concept of targeting does not apply to EDF.

Positioning

EDF maintains its position in high-quality projects. EDF has a long-standing commitment to creating responsible infrastructure. Sustainability is an integral component of their approach to business and work practices.

Marketing Campaigns – EDF (ElectricitĂ© de France)

EDF’s Marketing Campaigns revolve around its main Mission Statement “Supplying zero-carbon electricity across Britain.”

Below mentioned are Marketing Campaigns by EDF which were impactful.

Glasgow and London Ad Campaign

Marketing Strategy Of Edf | Zero Carbon Marketing Campaign of EDF (ÉlectricitĂ© de France)

With an out-of-home campaign by Havas London, energy supplier EDF demonstrates how it is assisting the UK in meeting its net-zero carbon ambitions. Greg Ormrod wrote the campaign, which was art directed by Thomas Worthington, with Havas Media handling media planning and purchase.

EDF (ElectricitĂ© de France) campaign ‘Generation Electric’.  

Marketing Strategy Of Edf | Generation Electric Ad Campaign

The goal is to transform the way people think about how they power their lives. Consumer perceptions of energy companies are improving, according to EDF(ÉlectricitĂ© de France), which has allowed the company to talk about more than simply price in its new low-carbon campaign. 

The 30-second hero clip premiered on Sunday during Britain’s Got Talent (2 June). It focused on the adoption of electric vehicles as well as other elements of our lives that may be powered by cleaner energy – specifically, low carbon energy.

#men’shealthweek Campaign

Marketing Strategy Of Edf | Twitter Campaign

For this particular Campaign, they partnered with prostate UK, a leading men’s health charity and they raised 4,00,000 pounds. It’s #MensHealthWeek, and with Father’s Day just around the corner, it’s a perfect time to reflect on what they have accomplished thus far and be encouraged to do more.

Social Media Marketing

Every social media account has a distinct purpose. EDF (ÉlectricitĂ© de France) has correctly handled all of its social media channels and is posting all essential content.

Let’s have a look at EDF’s Social Media to get a better insight into their audience size, Post Activities, and Content-Type.

Instagram
Followers: 7,900
Post Activity: 440 Posts
Content-Type: Promotional/Educational

Facebook

Followers: 1,58,450
Post Activity: Actively Posting Content
Content-Type: Promotional/Educational

Linkedin

Followers: 4,64,590
Post Activity: Actively Posting Content
Content-Type: Educational

Twitter

Followers: 46,600
Post Activity: Actively Posting Content
Content-Type: Promotional/Educational

SEO Strategy

Marketing Strategy Of Edf | SEO Strategy

According to SEO rankings, having fewer than 500 keywords is terrible, having more than 1000 keywords is good, and having more than 10,000 keywords is amazing. Now, we can see that EDF’s (ÉlectricitĂ© de France) organic keyword is 2,42,177, which is amazing on an SEO scale. This indicates that EDF’s (ÉlectricitĂ© de France) website is generating a significant amount of traffic.

This website’s organic monthly traffic is just mind-blowing (1.3M), which is quite amazing. We can also see from the graph that their organic monthly traffic is just shot up from January 2022 as compared to previous years. This is evident that the brand has understood the importance of SEO in the Marketing Strategy of EDF (ÉlectricitĂ© de France).

Now brands have kick-started their SEO Strategies and it is working wonders for them as we can see in the above-attached image. If you wish to learn and master the art of SEO, IIDE is here to help you out. With IIDE’s Online SEO Course you can become an SEO expert and implement it for your brands or help other brands stand out.

Influencer Marketing

EDF needed to discover a way to get people interested in and sign up for their new electric vehicle (EV) program. They also needed to create Generation Electric, a new brand positioning that highlights the fact that they are the UK’s largest low-carbon energy provider.

Their idea for assisting clients in making the switch to electric vehicles is a one-stop shop for EVs. They now provide electric car leasing, as well as the installation of a home charger and a 100% renewable, low-cost energy tariff for overnight charging at home.

The Electric Adventures campaign is a six-part film series on electric car road trips in the United Kingdom, led by influencers.

Marketing Strategy Of Edf | Influencer marketing campaign

The film corrected stereotypes about driving electric vehicles by demonstrating influencers’ actual experiences with them. Shorter social edits accompanied each show, as well as content made by the influencers and uploaded from their accounts.

To feature in the campaign, They hand-picked influencers with audiences that matched the EDF persona data. This guaranteed that the content was appropriate for the target audiences.

The films served as the foundation for a multi-channel digital advertising and public relations campaign. With continual social media, frequent blog entries, and search engine optimization, EDF was able to collect electric vehicle sales queries and establish its authority in the field, allowing them to rank first on Google.

The films received an average of 3 minutes and 40 seconds of viewing duration, which is nearly unheard of for a utility. The aim was exceeded by 733 percent. Over a million people watched it.


Ecommerce Strategies

EDF (ÉlectricitĂ© de France) provides e-commerce facilities for its customers. Providing Boilers and heaters to EV Car leasing.

You can check out their e-commerce services on:  https://www.edfenergy.com/  

Mobile Application

Marketing Strategy Of Edf | Mobile Application

Source: https://play.google.com/store/apps/details?id=com.edf.mobile&hl=en_IN&gl=US

The EDF (ÉlectricitĂ© de France) Mobile App allows you to manage your energy on the go. You can do everything with your phone.

You can check your payment history, energy use, and tariff information, see your balance, make payments instantly, submit meter readings, Check your PAYG balance, and top up your meter all in one place.

EDF (Electricité de France) Application is available on App Store or Google Play.

Content Marketing Strategies

EDF (ÉlectricitĂ© de France) publishes a wide range of data in a variety of ways. It actively disseminates information as well as news and other topics through reports. The company is actively posting on social media and its content revolves around its mission statement of providing zero-carbon electricity in Britain also it focuses a lot on content marketing by various means.

This ends EDF’s (ÉlectricitĂ© de France) comprehensive marketing mix strategy. Let’s sum up everything we’ve learned so far from EDF’s (ÉlectricitĂ© de France) marketing strategy.

This ends the elaborative marketing strategy of EDF. Let us conclude our learning below from the marketing strategy of EDF.

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Conclusion – What’s Unique in EDF’s Marketing?

As per our study, we conclude that EDF (ÉlectricitĂ© de France) is a reputed leading flagship multinational electric utility company that has already gained its height. EDF (ÉlectricitĂ© de France) has placed itself in the spotlight with its distinctive marketing strategies. One thing that differentiates EDF (ÉlectricitĂ© de France) from its competitors is its mission statement “Supplying zero-carbon electricity across Britain.”

On all of the social media platforms, the company has a sizable number of active followers. Its Social Media Marketing methods are in the right sequence for the company’s needs, we may claim. The company has worked very well on its SEO part. From the driven data we could see that SEO played a very important role in their success.

Digital marketing is crucial since it links a company with its clients when they are online and is effective across all sectors. It links businesses with ideal consumers through SEO and PPC on Google, social media marketing, and email marketing. If you would like to learn more and develop skills, check out IIDE’s 4-Month Digital Marketing Course to learn more.

Alternatively, you can enrol in one of our free online masterclasses led by IIDE’s CEO, Karan Shah, to gain insight into the field of digital marketing. 

We hope this blog on the marketing strategy of EDF has given you a good insight into the company’s marketing strategies.

If you like such in-depth analysis of companies just like the marketing strategy of EDF check out our IIDE Knowledge portal for more fascinating case studies.

Thank you for taking the time to read the marketing strategy of EDF, and do share your thoughts on this case study marketing strategy of EDF in the comments section below.

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Aditya Shastri

Lead Trainer & Head of Learning & Development at IIDE

Leads the Learning & Development segment at IIDE. He is a Content Marketing Expert and has trained 6000+ students and working professionals on various topics of Digital Marketing. He has been a guest speaker at prominent colleges in India including IIMs......[Read full bio]

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