360° Marketing Strategy of ENGIE – World’s Leading Energy Sector

Updated on: Jul 30, 2022
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My name is Aditya Shastri and I have written this case study with the help of my students from IIDE's online digital marketing courses in India.

Practical assignments, case studies & simulations from Business Review helped the students from this course present this analysis.

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In our previous article, we learned about the marketing strategy of KEPCO – South Korea’s largest power utility. In this article, we will discuss the marketing strategy of ENGIE – as a global energy player.

The goal is to provide you with information about ENGIE’s energy-decarbonization transition from utility and energy services to production, distribution, and sales. Its activities as a multinational energy provider are primarily focused on three important sectors: electricity, natural gas, and energy services.

Marketing is an integral aspect of a firm’s Identity that may make or break its success. As people all around the world shift to the digital sphere, marketing has followed suit. If you’re interested in cutting-edge digital marketing, IIDE’s Free MasterClass on Digital Marketing 101, by our CEO and Founder, Karan Shah.

In this article, we will go through the extensive marketing strategy of ENGIE. Let’s start by learning about the company’s history, key demographic, and digital footprint before we dive in.

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About ENGIE

Marketing Strategy of ENGIE - ENGIE Logo

The history of ENGIE or GDF Suez dates back to the first half of the 19th century in the wake of the industrial revolution in France and Belgium when the two oldest continuously existing multinational corporations – Suez S.A. and Gaz de France were the second-largest generator of electricity in France after EDF.  

The mergers between Suez S.A. and Gaz de France in the year 2008 formed ENGIE into one unit. Since then, the party has been instrumental in responding to changes in society, including population growth, urbanization, high living standards and environmental protection to become a global energy industry leader.

ENGIE is a french based utility company and is a key provider of flexible, renewable energy and clean energy supply, affordable for businesses, individuals, industries and city as a whole – enabling their customers and stakeholders to embrace a greener and more efficient world.

Quick Stats on ENGIE
CEO Catherine MacGregor
CMO Freddie Hospedales
Area Served 70 countries on 5 continents/td>
Industry Electric Utility
Market Share/ Revenue 57.87 billion euros
Vision Going beyond energy to continue the great communal adventure of progressing in harmony.
Tagline “Energy is our future, save it”

 

Marketing Strategy of ENGIE

ENGIE’S solution to the customers’ needs is reflected in this Marketing Strategy aspect. If the company understands its customers’ wants, expectations, and attitudes, the strategies will be more effective. Its ability to design effective marketing mix strategies is dependent on its understanding of its potential user base.

Segmentation, Targeting and Positioning 

  1. Segmentation – ENGIE can identify the correct target segments and establish an effective marketing strategy by adopting the segmentation technique. Customers’ wants, expectations, and purchase patterns vary and are influenced by numerous factors. Gender, age, income, ethnicity, usage frequency, usage occasions, brand loyalty, lifestyles, interests, values, and attributes are all factors that are considered.

  2. Targeting –  For more precise targeting, ENGIE might mix the various segmentation tactics. It effectively selects target segments whose requirements and expectations are compatible with the company’s resources and capabilities.

  3. Positioning – The next phase is positioning, where ENGIE crafts a clear positioning statement that generates a favourable image of the offered product in the minds of clients after segmenting the customer market and selecting the proper target market.

Marketing Campaigns

Marketing Strategy of ENGIE - Campaign 1

This is a television commercial campaign that promotes “Taking action together, every day counts” in the battle against climate change. 

ENGIE wants to remind everyone of the urgency of the climate crisis and the Group’s commitment to creating renewable, low-carbon energy for everyone.

Marketing Strategy of ENGIE - Campaign 2

The ENGIE marketing campaign, from the name change to a gateway of solutions, which portrays the real children of the Group’s employees, at the end of January, was released across a variety of media, including television, print, and digital.

ENGIE’s devotion is demonstrated by three 30-second film commercials. Finally, with a major year-end film release, the brand will be shown in theatres.

Marketing Strategy of ENGIE - Campaign 3

ENGIE, a Wakefield College industry partner, presented a virtual project week with Level 2 and Level 3 Business students back in May. As part of their virtual work placement, the students created proposals for a marketing campaign for The Hut Community Centre in Airedale, Castleford.

The campaign’s goal is to raise awareness of the organisation and promote its services and amenities to the general public. 


Social Media Marketing 

ENGIE company can be found on Facebook, LinkedIn, Instagram, and Twitter.

  1. LinkedIn – 745,957 followers
  2. Facebook – 710,489 followers
  3. Instagram – 30.9k followers
  4. Twitter – 66.7K followers

They have the most LinkedIn followers. Because LinkedIn is the most professional platform and is active on practically every social media platform.

The posts are largely promotional and informative, with a few pieces about their recent or forthcoming breakthroughs or events sprinkled in.

SEO Strategies

Marketing Strategy of ENGIE - SEO

The majority of ENGIE’s traffic comes from organic sources, with the rest coming from sponsored marketing activities. As can be seen, this website contains 37,702 organic keywords and is performing admirably. That means ENGIE’s digital marketing is up to par and collecting a good deal of insight. The digital marketing strategy used by ENGIE is effective in getting a high number of visitors.

There is no other SEO method available, and ENGIE employs it to the utmost extent possible. This demonstrates that ENGIE is fueled by a flawless SEO strategy as well as a willingness to put in the necessary effort to maintain the company’s soaring in the Google organic SERP rankings.

Influencer Marketing

ENGIE and STOA, a power equity investor, have established a partnership to develop a wind energy platform in India, with a target of installing over 2 GW of capacity in the next five years.

Some corporations go even further and feature employees in their advertising like ENGIE did in its most recent employer campaign. Employee advocacy is a type of influence marketing that has become increasingly important for businesses.

ENGIE and ComfortDelGro have formed a second partnership to produce green solar energy.

As ENGIE and the Solar Impulse Foundation shared a vision, natural cooperation was developed. In addition, ENGIE is a strong supporter of women’s tennis in France. ENGIE is the Title Sponsor of the ENGIE Kite Tour, France’s primary Speed Crossing circuit, for the 14th year in a row.


Ecommerce Strategies

Marketing Strategy of ENGIE - e-com

ENGIE EVDE intends to bring ENGIE know-how into households by simplifying access to connected devices, hence improving energy efficiency and comfort. The platform intends to grow in size and visibility.

ENGIE EVDE is a complete e-commerce platform based on the same logic as 50Five, another ENGIE e-commerce platform for smart devices available throughout Europe.

The three unique solutions that were recently released allow customers to measure their power consumption in real-time, manage their electric radiators intelligently, and heat their homes with natural gas.


Mobile Apps

Marketing Strategy of ENGIE - Mobile App

ENGIE has a variety of apps available on the Google Play store for both Android and iPhone users. Some people prefer the ENGIE e-mobility app. Its EV charging management software provides rapid access to over 300.000 charging outlets around Europe.

ENGIE’s My Portal app allows you to access its GBS services. The ENGIE Energies NL app gives information about your energy consumption. The ENGIE Energy app tracks electricity use and utilities.

These are just a few apps, but there are many more, therefore ENGIE has established a good space on practically all platforms by whatever means imaginable.

According to Apptopia, ENGIE has 35,416 monthly app downloads. ENGIE Electricité et Gaz, Gaz Tarif Réglementé, and ENGIE Investor Relations are the most popular apps.


Content Marketing Strategies

The Rock Entertainment Group and ENGIE Resources, a subsidiary of ENGIE North America, signed a new multi-year retail energy supply agreement that represents nearly 100 per cent of annual electricity demand in the future, according to the latest press release.

ENGIE is concentrating its efforts on renewable energy and low-carbon distributed energy infrastructure.

They talk about their accomplishments, innovations, events, and growth strategy, which they will entail in the future on their website and social media platforms, as well as through other media.

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

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

In conclusion, we saw that ENGIE’s marketing approach develops a unique position in the utility industry by constructing the low-carbon energy system of tomorrow and meeting the challenges of climate change. ENGIE uses a variety of digital marketing strategies to outgrow and attract a large number of companies due to its outstanding innovations, ideas, and strategies. 

It is excelling at SEO and e-commerce initiatives, and it is equally active on social media to raise awareness and share its success stories with clients, consumers, employees, and businesses. It offers several mobile apps to meet the demands of its consumers and collaborates with a number of large corporations. The company has outperformed its competitors, and the main reason for this is its outstanding marketing efforts in highlighting the brand to its clients.

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 ENGIE 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 ENGIE check out our IIDE Knowledge portal for more fascinating case studies.

Thank you for taking the time to read the marketing strategy of ENGIE, and do share your thoughts on this case study marketing strategy of ENGIE 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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