Scottish Power Graduate Assessment 2023.

Building Brand Awareness and Reputation:

A case study of Evolve Energy Charging Point Operator.

Presented by: Michael Edobor

 Electric Vehicles(EV’s) Overview.

As the automotive industry enters a new phase of development, the amount

of toxic gases emitted into the environment (that resulted in severe climate
change and an increasing number of diseases) by cars is also declining.
That is why a lot of work is being done today to produce electric cars.
because the harmful effects of electric cars on the environment are
significantly less. This is the reason electric cars are recognized today as the
cars of the future (Omonov and Dehqonov, 2022) .
Zero emission vehicles are becoming more popular these days with their
batteries used as energy storage to support the power grid. These electric
vehicles are seen as the next big step towards ensuring sustainable and
environmentally friendly urban mobility.
REASONS WHY YOU SHOULD SWITCH TO AN ELECTRIC VEHICLES(EV’s)

• Driving in an environmentally friendly environment.

• Low running cost compared to gasoline powered vehicles.
• Smooth driving experience.
• Zero emissions.
• 75% less tax.
• Up to 400km battery life.
• Availability of charging points.
• No registration Tax.
• High mileage range.
Evolve Energy’s Marketing Leverage
Business experts have investigated that
approximately 78% of EV owners top up their
charge at public CPO locations, and it is
forecasted that over 300,000 public locations will
be available in 2025 to cater for the charging
need of about one million customers. While in
2035 about 1.5 million charging locations will be
available to meet the EV’s charging need of over
7.7 million customers by 2035. Statistics shows
that there are huge business opportunities and
potentials that our great company (Evolve
Energy) can seize in the area of building more
charging stations across different locations in the
UK to meet its growing customer needs which in
the long run will bring in a lot of revenue for the
company (Evolve Energy).
 Introduction to Evolve Energy

Evolve Energy is a Charge Point Operator (CPO) for electric vehicles (EV’s)
which was set up in 2011. They are the leading charge point operators in the
UK and has over 14% share. Currently the total number of completed
charge point in the UK is 300,000 charge points around 12,000 locations.
The aim of this great organization is to promote reduction in greenhouse gas
emission, foster a greener environment, reduce dependency on increasing
fuel prices and promote the usage of electric cars in order to attain net zero
carbon society globally.
 Marketing Strategy for Evolve Energy

• Social Media Marketing such as Facebook, Twitter, Tiktok, Instagram,

• Google Pop Up
• Sponsoring Events
• Podcasts
• Educating people about the UK government’s EV grants of £3500 towards
the cost of owning an EV, plus £500 as cost of installing EV chargers in
homes.
• Feedback Surveys for Existing Customers via Mailing system, google
form, Microsoft form, Survey Monkey.
•
Tiktok: A case study.
It uses a multi-faceted strategy of ad-based marketing, niche marketing, and
short videos to captivate users. According to statista report, The number of
TikTok users in the UK is 23.38 million per month, which puts the UK in 12th
place on a global scale which can be leveraged on.
Facebook: A case study.
According to statista, out of the total estimated UK population of 68 million, approximately 44.84
million people are active Facebook users –which is approximately 66% of the total UK
population. This gives a good space for active marketing and creating awareness for The Evolve
energy brand.
 Stakeholders of Electric Vehicles(EV’s).

• Electric Vehicle Users

• Government
• Car manufacturers
• Stakeholders in the electricity industry
• Traditional oil companies.
•
Conclusion.

Apart from the fact that Evolve Energy is one of the pioneer CPO in the UK,
Evolve Energy is not just a charging point operator, but a company that is
able to work effectively in meeting the needs of its customers in the area of
diagnosing failure or abnormality relating to EV malfunctioning, as well as
carrying out maintenance functions to EV drivers and owners. These are
part of the unique selling points which our close rivals to not offer. Hence,
during the advertisement of our products/services, image/reputation building
of the company, should be greatly emphasized as we plan to reach a wider
area of coverage and locations within the UK and this, we can achieve more
by having young, talented individuals who are agile, result driven,
collaborative and empathetic on board to help promote and implement the
business vision, mission and strategy. By doing this, our customer
population will increase as we cover more locations resulting in increased
revenue for Evolve Energy.
References

• Omonov, F.A. and Dehqonov, Q.M. (2022) 'Electric Cars as the Cars of the
Future', Eurasian Journal of Engineering and Technology, 4, pp. 128-133.
• Wilberforce, T. et al. (2017) 'Developments of electric cars and fuel cell
hydrogen electric cars', International Journal of Hydrogen
Energy, 42(40), pp. 25695-25734.
• https://www.statista.com/statistics/284506/united-kingdom-social-network-
penetration/
•