New market entry:
a go-to-market strategy for National Grid
The brief_
National Grid Metering (NGM) had entered a newly competitive gas metering market. Moving from sole supplier status to a commercial entity required a different mindset, different commercial propositions and a deeper understanding of customers, the market and competitors.
The Marketing Pod was appointed to analyse the market landscape and make recommendations for a successful go-to-market strategy.
We developed a programme of primary and secondary research into the gas metering market, working with a market research partner where necessary to reach a wider pool. We used a wide range of sources to get a comprehensive view of:
The size and dynamics of the new market
What was driving change within it
How customer profiles were changing
The channels competitors were using
This research enabled us to predict how the new market was likely to evolve and make well-informed recommendations on how NGM could create a future-proof strategy. We also used our customer insight to challenge some of NGM’s existing practices as they moved into a competitive, unregulated environment.
The results_
The results of the research were very well-received by NGM’s strategic team. It provided fresh insight into the market – and some of its players – that enabled the company to rethink its market approach and proposition with confidence.
“Rather than simply hand us the research output, The Marketing Pod analysed it in light of our organisation’s ambitions, skills and constraints, presenting an impressive summary of market conditions that resonated strongly with a varied mix of internal stakeholders. This piece of research has been critical to our area’s understanding of particular markets and truly informed our strategic planning and development.”
Vicki Mustard, Customer Experience Manager, National Grid