Marketing Green Energy in Australia

Content

• Chapter 1 Executive Summary
  • Introduction
  • The development of the residential green power market in Australia
  • Barriers to green energy uptake
  • Customer preferences and opportunities
  • Competitive dynamics
  • Market forecasts
  • Action points
• Chapter 2 Introduction
  • What is this report about?
• Chapter 3 The Development Of The Residential Green Power Market In Australia
  • Introduction
  • Key findings
  • Growing the renewable energy market in Australia
  • Mandatory Renewable Energy Target
  • National Green Power Accreditation Program
  • The Greenhouse Friendly Program
  • Photovoltaic Rebate Program
  • Renewable Remote Power Generation Program
  • Renewable Energy Equity Fund
  • Consumer action - the take up of green power in Australia
  • Rapid growth has been experienced in Australia's green power market
  • Queensland and Victoria lead the way
  • Australia compares favourably versus European markets
  • But customers increasingly preferring cheapest options
• Chapter 4 Barriers To Green Energy Uptake
  • Introduction
  • Key findings
  • Barriers to the take up of green energy
  • Environmental apathy
  • Price sensitivity
  • Lack of trust
  • Cognitive effort
  • Overcoming the key barriers
• Chapter 5 Customer Preferences And Opportunities
  • Introduction
  • Key findings
  • Preferences for types of tariff
  • Key factors in choosing a green tariff
• Chapter 6 Competitive Dynamics
  • Introduction
  • Key findings
  • Competitor benchmarking
  • Positioning
  • Pricing
  • Promotion
  • Performance
  • Company profiles
  • ActewAGL
  • AGL
  • Australian Inland
  • Country Energy
  • Energex
  • Energy Australia
  • Ergon Energy
  • Integral Energy
  • Jackgreen
  • Origin Energy
  • TXU
  • Western Power
• Chapter 7 Market Forecasts
  • Introduction
  • Key findings
  • Drivers in the rapid uptake of green energy in Australia
  • Forecast residential customer growth
• Chapter 8 Action Points
  • Introduction
  • Key findings
  • Designing the scheme
  • Keep pricing simple & accessible
  • Balance price premium with potential savings
  • Enmax - tangible benefits from green energy
  • Marketing and the message
  • The marketing: maximising low-cost channels
• Eweb - 4% Penetration With Us$50,000 Budget
  • SMUD - breaking the dark green barrier
  • Oekostrom - cracking an immature market
  • The message: attracting attention and interest
  • The content: making customers feel good
  • Getting customers to switch
  • Customers want to feel good about it
  • Customers want it to be quick and easy
  • Actively retain existing customers
• Chapter 9 Appendix
  • Definitions
  • Research methodology
  • Sources and relevant links
  • Environmental organizations and government bodies
  • Green power retailers in Australia
  • Green power retailers outside Australia mentioned in the report
  • Further readings
  • SPP writing team
  • How to contact experts in your industry
• List Of Tables
  • Table 1: Overall number of Green Power customers in Australia, September 2002- December 2004
  • Table 2: Number of residential customers purchasing Government- accredited renewable energy, December 2003-2004
  • Table 3: Market penetration of green energy in Europe, 2003
  • Table 4: Sales of accredited renewable energy to residential customers purchasing Government accredited renewable energy, December 2003-2004
  • Table 5: Per customer sales of accredited renewable energy to residential customers purchasing Government accredited renewable energy, December 2003-2004
  • Table 6: How much extra would you be prepared to pay for green energy? (choose one only)
  • Table 7: Would you be prepared to pay more for energy produced from renewable sources than for energy produced from other sources?
  • Table 8: Comparing the extra customers are prepared to pay vs. willingness to switch to green energy if the price is the same as current supply
  • Table 9: Which of the following would be important when deciding between different green energy tariffs (chose all that apply)
  • Table 10: Which of the following would be important when deciding between different green energy tariffs (chose all that apply)
  • Table 11: Green energy and greenhouse friendly schemes available to residential customers in Australia, March 2005
  • Table 12: Summary of consumption-based tariffs by supplier
  • Table 13: Summary of consumption-based tariffs, ranked by green rating and cost
  • Table 14: Summary of capacity-based tariffs by supplier
  • Table 15: Utilisation of promotional methods for green power in Australia
  • Table 16: Green Energy residential customer numbers and share by supplier, Dec 2004 (Green Power accredited schemes only)
  • Table 17: Green Energy residential customer numbers by supplier & scheme, Sept-Dec 2004 (Green Power accredited schemes only)
  • Table 18: ActewAGL's GreenChoice scheme
  • Table 19: AGL's Green Energy scheme
  • Table 20: Australian Inland Energy's AiR Energy scheme
  • Table 21: Energex earth'schoice scheme
  • Table 22: Ergon Energy's Clean Energy scheme
  • Table 23: Premiums for Hampton Park Wind
  • Table 24: Additional costs for Origin Energy's GreenEarth
  • Table 25: TXU Green Energy options
  • Table 26: Western Power NaturalPower scheme
  • Table 27: Forecast residential green power customers by state and territory, 2004-07
  • Table 28: Forecast annual growth rates in residential green power customers by State and Territory, 2004-07
  • Table 29: Distribution of respondents by State and Territory
• List Of Figures
  • Figure 1: Number of residential customers purchasing Government- accredited renewable energy, December 2003-2004
  • Figure 2: How much extra would you be prepared to pay for green energy? (choose one only)
  • Figure 3: Which of the following would be important when deciding between different green energy tariffs (chose all that apply)
  • Figure 4: Share of residential green energy customers (Green Power accredited schemes only) by supplier, Dec 2004
  • Figure 5: Forecast residential green power customers by State and Territory, 2004-07
  • Figure 6: National Green Power Accreditation Program logo
  • Figure 7: Greenhouse Friendly Program logo
  • Figure 8: Number of residential customers purchasing Government- accredited renewable energy, December 2003-2004
  • Figure 9: I am not that motivated about the environment to purchase green energy
  • Figure 10: How much extra would you be prepared to pay for green energy? (choose one only)
  • Figure 11: I would purchase green energy if it were the same price as my current electricity supply
  • Figure 12: Ethical electricity / gas services are little more than a marketing gimmick
  • Figure 13: I am interested in taking up a green energy tariff, but do not have time to investigate the alternatives
  • Figure 14: If choosing a green energy tariff, which would you prefer?
  • Figure 15: Which of the following would be important when deciding between different green energy tariffs (chose all that apply)
  • Figure 16: Share of residential green energy customers (Green Power accredited schemes only) by supplier, Dec 2004
  • Figure 17: Forecast residential green power customers by State and Territory, 2004-07
  • Figure 18: Greenclub tangible benefits with Enmax's Greenmax tariff
  • Figure 19: A sales and marketing calendar was used to ensure continuous brand awareness throughout the year, in particular through mail shots
  • Figure 20: Developing green markets must ensure advertisements are familiar and make renewable energy a more tangible option
  • Figure 21: Making switching quick and easy
  • Figure 22: Best practices: the message, the call to action, and ongoing involvement in the programme