april, 2008 abps infrastructure advisory abps infrastructure private limited...

April, 2008April, 2008ABPS Infrastructure AdvisoryABPS Infrastructure Private Limited

_________________________________________INTERNATIONAL ENERGY AGENCY

IMPLEMENTING AGREEMENT ON TECHNOLOGIESAND PROGRAMMES FOR DEMAND SIDE MANAGEMENT________________________________________

Branding of Energy Efficiency

Task Definition Meeting

Request to ExCO to discuss issues, give guidance for the process

and to decide to initiate new Task

Practical Solutions to Real Life ProblemsABPS Infrastructure Private Limited

Task Status ReportTask Status Report

• The Concept Paper on ‘Branding of Energy Efficiency’ was presented during Executive Committee (ExCo) held in Brugge in October 2007.

• The ExCo members were asked to express their interest in sending an Expert to Task Definition Meeting. Following countries agreed:– Australia – Austria – Belgium – Finland – France – India – Korea – Spain– United Kingdom– United States



• Further, the ExCo decided that Balawant Joshi should take the proposal to a Task Definition stage and present a work plan at the next Executive Committee meeting.

• Task Definition Meeting was held on 1st April 2008.

• Following countries attended TDM.– Finland– France– India– Sweden– United Kingdom



• Finland has appointed Expert for the task.• US has identified Expert. Funding is being

identified.• Definitions of the proposed sub-tasks were

discussed.• Modified Work Plan based on the feedback

during Task Definition Meeting is being presented to ExCo.

• ExCo is requested to ExCO to discuss issues, give guidance for the process and decide to initiate new Task (probably XX).


Objective behind the Proposed TaskObjective behind the Proposed Task

• The task has been proposed with belief that it should be possible to reverse the fortunes of the energy efficiency products and services with the help of branding.

• Branding of energy efficiency products and services would increase their visibility and credibility.

• However, to be successful at branding, it would be necessary to work on three levels, viz. products/services and suppliers, consumers and finally, at the strategic or policy level.


Objective behind the Proposed TaskObjective behind the Proposed Task

• The Task is expected to develop significant understanding of barriers associated with branding of energy efficiency, and strategies to overcome those barriers.

• The Primary Objective of this Task would be to ‘Develop cogent and comprehensive framework for promotion of branding of energy efficiency in electricity markets at different levels of maturity’.


Energy Efficiency FrameworkEnergy Efficiency Framework

Energy Audit,

EE Services

Energy Star,

Building Ratings

Carrier,

EE Services

Rated ACs, Heaters

EE Services

ConsumersServices Products

Companies

Programs

Identifying these linkages is a challenge for this task


Sub-tasksSub-tasks

• The work plan will consists of following 5 sub-tasks:

• Sub-task I: Energy Efficiency Offerings Analysis• Sub-task II: Energy Efficiency Consumer Analysis• Sub-task III:Assessment of relationship between EE

product pricing and maturity of electricity market

• Sub-task IV: Review of branding strategies in similar areas

• Sub-task V: Identification of ‘Best Practices in Branding of EE’


Sub-task I: Energy Efficiency Offerings Sub-task I: Energy Efficiency Offerings AnalysisAnalysis• To ensure in-depth analysis of issues associated with

Branding of EE, it is necessary to understand all four aspects of ‘Energy Efficiency Framework’.

• It would be necessary to understand relationships between these aspects while developing ‘Energy Efficiency Branding Framework’.

• Such framework will assist in development of branding strategies & suitable institutional structure.

• The first step in this direction would be to develop understanding of existing product/ service offerings from the branding perspective.


Sub-Task I: Sub-Task I: Energy Efficiency Offerings Energy Efficiency Offerings AnalysisAnalysis

• In this sub-task, a survey of energy efficiency products and services in countries participating in this Task would be undertaken by the Operating Agent with the help of Country Experts. – Identify product/services categories offering EE attributes– Assess technological maturity of the existing EE products– Identify ‘Best Practices’ in definition of products and services – Identify other aspects amenable to energy efficiency – Identify programs/companies serving EE attributes– Identify barriers experienced in successful branding effort – Identify special needs of developing countries


Sub-task II: Energy Efficiency Consumer Sub-task II: Energy Efficiency Consumer AnalysisAnalysis• It would be necessary to understand ‘Psyche’ of

consumer towards the products and services which suppliers are in a position to provide in the market.

• The best way to develop such an understanding is to undertake scientific survey of consumers.

• However, it was opined that surveys would not only be time consuming but will also be expensive.

• It is understood that several national/ international agencies have carried out surveys of consumers.

• For the time being, these surveys will be used for the purpose of this task.


Sub Task II ….. ContdSub Task II ….. Contd

• These surveys are expected to assist in following activities:– Identify attitudes and behaviour of the consumers

towards various aspects of energy efficiency – Establish preferences for range of products and services– Identify socio-cultural issues in selection of products

and services– Understand the pre-requisites for successful branding– Identify pre-requisites to ensure that ‘brand’ approach

would focus more strongly on people as brand aware, self-conscious consumers.


Sub Task III: Sub Task III: Assessment of relationship Assessment of relationship between product pricing and maturity of between product pricing and maturity of marketmarket • Overall marketplace has significant impact on the

success and failure of products and services. • Products launched ‘ahead of time’ have failed on

account of under-developed market. For e.g. ‘Iridium Satellite Phones’.

• Necessary to analyse marketplace for energy efficiency products.

• It is proposed to limit the scope of this sub-task to electricity sectors.

• Applicability of the findings of this study to non-electricity energy segments may be tested at a later stage.


Sub-task IV: Sub-task IV: Review of branding strategies in similar Review of branding strategies in similar areasareas • Currently, EE products and services are at nascent

stage of development. • Several products & services would have passed

through this phase during their development. • It may be possible to learn from strategies used by

these products during early periods of their life cycles. • It is proposed to carry out research to identify the

branding strategies deployed by ‘similar’ products and services during early period of their life cycle.

• The challenge here would be to identify which products and services are ‘similar’ in nature to energy efficiency.

• The Co-operating Agent is expected to assist in identification of ‘similar’ products and services and carry out research necessary for this sub-task.


Sub-task V: Identification of ‘Best Practices in Sub-task V: Identification of ‘Best Practices in Branding EE’Branding EE’

• This sub-task will also help develop best practices in branding of EE in four aspects i.e. products, services, programs and companies by way of survey of branding efforts in participating countries.

• Following activities would be undertaken as a part of this sub-task. – Development of Case Studies for Successful branding efforts– Synthesize information collected during sub-tasks I & II– Understand business enablers for branding in each case– Identify best practice in each of the four key aspects of Branding of EE– Identify inter-linkages for different aspects of branding– Identify role of institutional structures and government support in

development of successful branding strategies– Identify key lessons which may be adopted in development of successful

branding strategies


DeliverablesDeliverables

Sub-Task Sub-Task No.No.

DeliverableDeliverable

Sub-Task ISub-Task I Report on Energy Efficiency Offering Report on Energy Efficiency Offering AnalysisAnalysis

Sub-Task IISub-Task II Report on Energy Efficiency Consumer Report on Energy Efficiency Consumer AnalysisAnalysis

Sub-Task IIISub-Task III Report on Assessment of relationship Report on Assessment of relationship between product pricing and market between product pricing and market maturitymaturity

Sub-Task IVSub-Task IV Report on Key Learning from Branding in Report on Key Learning from Branding in other Areasother Areas

Sub-Task VSub-Task V 1.1. Case Studies on Branding Case Studies on Branding 2.2. Synthesis Report for the TaskSynthesis Report for the Task


Operating & Co-Operating Agent, Operating & Co-Operating Agent, Time FrameTime Frame• Balawant Joshi shall be the Operating Agent for the task.• It is proposed to engage Co-Operating Agent for the

task.• Co-Operating Agent shall be expert in branding.• Process of identifying Co-Operating Agent is in progress.• Time frame proposed for the task is 24 months from the

date of initiation of the task.• It is envisaged that each participating country will

appoint one country expert.• Each country is expected to spend around 6 person-

months on this task.• Four Expert Meetings are proposed for the task.


BudgetBudget

Sub Tasks TotalTask Definition Phase 4400Sub-task I: Energy Efficiency Offerings Analysis 44000

Sub-task II: Energy Efficiency Consumer Analysis 52800

Sub-task III 26400Sub-task IV: Revierw of branding strategies in similar areas

26400

Sub-task V: Identification of Best Practcies in Branding EE

26400

Task Expert Meetings (three meetings) 22000Co-operaing agent 79200Task Expert Meetings (three meetings) 18400Total (Euro) 300000


Cost per countryCost per country

Number of Countries

participating

Contribution per country

4 750005 600006 500007 428578 37500

•Costs associated with country experts are not considered.

April, 2008April, 2008ABPS Infrastructure AdvisoryABPS Infrastructure Private Limited

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Opposite The Leela, International Airport Road,Andheri (East), Mumbai 400 069

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