Name: Centrica plc

Industry: Energy and Utilities

Project Summary: Consumer marketing expertise to enable Centrica to fulfil its potential amongst diversity customer groups.

Business Issue: Centrica wanted PTI support to deepen the understanding of the marketing leadership team about the commercial benefits of marketing to diverse groups, with particular onus upon marketing products and services in a way that meets the needs of ethnic minority customers.

PTI Action: PTI worked with Centrica's central marketing function to design a programme of consumer marketing workshops to introduce the marketing teams to the vast untapped revenue potential amongst diverse communities. The workshops were based around answering the '5 Ws', which are; Who are the consumers within ethnic communities? What do they buy and how do they buy it? Where do they buy? When do they buy? Why do they choose the products they do?

Business Result: The result was a much more focused marketing plan with specific workstreams for each diversity strand.