Developing a sustainable energy product

Origin Energy is a leading Australian integrated energy company, supplying electricity and gas to households and businesses. Origin Energy has developed and introduced the GreenEarth portfolio of energy products.

As a result of reading the Case Study, students should be able to:

• Explain how Origin Energy identified an opportunity to reduce the environmental impact of energy production through developing sustainable energy products
• Outline how Origin Energy applied the theory related to new product development to the development of its GreenEarth products 
• Discuss the success of the strategy used in developing GreenEarth products.

Introduction

Did you know that Australia has the highest rate of greenhouse gas emissions per person in the developed world?

Planning the product

In the early 2000s, an increasingly deregulated energy market, together with the introduction of full retail competition in specific electricity market areas, low margins and changing consumer attitudes, made it important for Origin to consider how it would survive and prosper in this new competitive environment.Introduction

Developing the product

All product development demands time, effort, persistence and talent; often the costs and risks of failure can be high.

Communicating and selling the product

When the GreenEarth concept was first considered, consumer awareness of the environmental impacts of traditional electricity production was extremely low.

The outcome

The key to any businesses success lies in results.

Conclusion

The GreenEarth range of products was developed by Origin Energy to provide customers with the option to purchase green electricity.

Introduction

Planning the product

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Developing the product

Communicating and selling the product

The outcome

Conclusion