Read the PG&E Case Below. analyze the case by answering the following questions:
- PG&E Case – Word Document (302 KB)(see attachmentT)
- Who are the target customers and what are their motivations to save energy? How can a marketer segment this audience in a meaningful way? (Hint: See Case Study Attachment A for the list of industries served.)
- What are the media habits of the target market? Is there anything special about the media habits of small and medium-sized businesses and their leadership that one should consider?
- What are the challenges facing PG&E regarding their current integrated marketing communications program?
- What steps of the planning process should PG&E include in its marketing communications?
Write a Case Study Response (i.e, Report) 2 pages long (body is 2 pages long, 1 -cover page , 1 reference page) answering these questions in your essay response,(must have intro, main body, and conclusion) and not a summary of the case. Review the rubric. Make sure you cite any references used properly (APA style)
