POWERQUEST CASE STUDY

“Creating the Future of Power”

Introduction:
Tata Power is India’s largest integrated power company and together with its subsidiaries
and jointly controlled entities has presence across the entire power value chain: Generation
from conventional and renewable sources, Transmission & Distribution, Trading and Coal &
Freight logistics. Our footprint spans 10,957 MW of generation capacity, 2.6 million
distribution customers and presence in 27 cities. A pioneer in its field, Tata Power is a leader
in clean energy generation with 33% of power being generated from clean energy sources.
During its century old existence, Tata Power has constantly evolved to stay relevant to meet
the needs of consumers and contribute to nation building and is empowering consumers with
choices through various emerging solutions. Its track record of technology leadership, project
execution excellence, world-class safety processes, customer care and driving green
initiatives gives Tata Power an edge to build sustainable value through multi-fold growth. Tata
Power is committed to 'Lighting up lives' for generations to come by conducting business in
the interest of all stakeholders while upholding the Tata values.
It has successful public-private partnerships in generation, transmission & distribution in India
namely: ‘Tata Power Delhi Distribution Ltd.’ with Delhi Vidyut Board for distribution in North
Delhi; 'Tata Power Ajmer Distribution Ltd.' with Ajmer Vidyut Vitran Nigam Ltd. for distribution
in Ajmer; 'Powerlink’s Transmission Ltd.' with Power Grid Corporation of India Ltd. for
evacuation of Power from Tala hydro plant in Bhutan to Delhi; 'Maithon Power Ltd.' with
Damodar Valley Corporation for a 1050 MW Mega Power Project at Jharkhand.

Evolving Context:
Power sector evolution:
The Power industry is transforming rapidly, and consumer’s demands are changing with it.
The rising environmental concerns accompanied by technological advancements is driving
transformation of the global energy landscape. Since 2010, the costs of new solar PV
solutions have come down by over 73% and for wind solutions by an estimated 30%
facilitating rapid deployment of renewable resources globally. Renewables have become the
technology of choice, because of falling costs and supportive government policies. It has
brought about a change in the electricity markets from centralized to decentralized power
markets, opening business service opportunities for power utilities including home
automation for energy efficiency. As the world is also rapidly electrifying, electricity generation
continues to be reliant on coal, especially in developing economies. Change in generation
mix skewed towards non-fossil fuels is quite evident in the advanced economies. A move
towards cleaner energy mix and a service-oriented economy is being witnessed in major
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energy consuming nations like China, US and India There is a growing adoption of electric
vehicles (EVs) globally. Global EV sales exceeded two million in 2018, with more than half of
global sales in China. The EV charging infrastructure has also grown rapidly with the growth
in number of electric vehicles. At the same time, the trend of decentralised energy generation
including rooftop solar is spurred by a sharp decrease in costs of distributed energy
resources. Storage solutions-key to address intermittent challenge of renewable energy- are
also being developed that would play a balancing act between power demand and supply.
Global energy storage additions doubled to more than 9 GWh in 2018. Renewables along
with energy storage is gaining price parity with falling costs of lithium-ion batteries. The global
energy shifts are leading to the gradual blurring of the lines between consumers and
producers. There is large scale integration of grids between nations to enable cross border
electricity trading. Asia is expected to power the growth engine with China leading the growth.
All the factors, coupled with the need for affordable, sustainable and modern energy systems,
is shaping the global power sector.
Changing Demographics
In line with the changes in the sector, Tata Power is looking at expanding its market from
B2B to B2C. To understand the retail customer base, we need to appreciate the changing
demographics. India has 440 million millennials – defined as those born after 1980 – making
up a third of the population. Millennials have already become the chief wage earners in most
Indian households, with their income contributing to 70 per cent of India's total household
income. India will become the country with the world's youngest population by 2020, with a
median age of 29. Thus, it is imperative for Tata Power to keep up with what is a fast-paced
journey to new territories to win over the country's young population. Tata Power is looking
at positioning the brand as young, aspirational and futuristic that would interest the Millennial
and Generation Z demographics as consumers and influencers.

New Businesses:
With the advent of new products and services, Tata Power is steering the transformation of
utilities to integrated solutions by looking at new business growth in Rooftop solar, EV
charging infrastructure, home automation which help lower Tata Power’s carbon economy.
Tata Power established the first set of Electric Vehicle charging stations in Mumbai and it is
now expanding its presence at a rapid rate. The EV charging solutions are being developed
to give customers easy and reliable access and support EV adoption through a reliable
charging network. Tata Power has launched a complete residential rooftop solution across
multiple cities. The program is now active in more than 18 cities in India. The company is
developing Home Automation to help consumers minimize electricity consumption and it will
aid users to run the home appliances better with the convenience of managing them through
smartphone or a tablet

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Current Marketing & Communication strategy:
Platforms being leveraged:
Tata Power has in the recent past stepped up its digital presence. The website
(www.tatapower.com) and corporate social media handles (Facebook, Instagram, Twitter,
LinkedIn and YouTube) provide us with an extensive reach to our existing and future
customer base. Our content strategy entails info graphics, topical posts, video-based content
and thought-leadership blogs and PR articles in various leading publications.

Brand properties and campaigns:

 Club Enerji – Club Enerji, in the past decade has established a network of 533 schools
in 12 cities where 7.2 lakh school children have sensitised over 23.8 million citizens in
India to save 25 MUs till date leading to mitigation of over 25k tonnes of CO2.
(http://www.clubenerji.com/document/case-study-IIM-A.pdf)
 Green Community – Green Community is a one stop platform for our stakeholders to
get information pertaining to sustainability & energy efficiency. In its two months, the
initiative that has already garnered 550+ registrations.
 Greenolution - Greenolution is an employee participation initiative to encourage
resource recycling, reuse and optimization. It has mobilised and recognised over 2300
Green Heroes for their achievements over the past seven years.
 Act for Mahseer – Act for Mahseer is the biodiversity conservation effort to save the
endangered species of freshwater Mahseer. 10 million fingerlings have been
successfully bred in captivity and released till date.
 Switch Off to Switch On – Switch Off To Switch On is a cause-led national campaign
that sensitises people to Switch off appliances when not in use in order to switch on
savings. The campaign has garnered 9000+ pledges so far and has also been featured
in Adage as the top three most viewed campaigns. The second leg of the campaign
is, “I CAN fight climate change” that calls for saving energy and fuel, going green with
solar rooftop, lowering the carbon footprint, saving water and minimizing the usage of
plastic.

Deliverables:
Outcomes expected for reaching Millennials & Generation Z for Tata Power New Businesses:
 Benchmarking on impactful Millennial and Generation Z focused initiatives by Global
and National players.
 Recommendations for creating differentiation through communications and marketing
strategy (Identify platforms specific content strategy, relevant brand partnerships etc)
 Positioning for Tata Power to reach younger customers (creating active communities,
advocates, influencers, loyalists etc.)
 Methods to evaluate effectiveness of the recommendations for developing the new
businesses.