Power industry supplier marketing budgets are expected to rise by 7.3% in 2011

Thursday 2 February 2012, Amsterdam

Overall, 65% of respondents across the power industry are more optimistic about revenue growth for their company over the next 12 months. Reasons behind this trend include significant investment in clean energy due to a sharp rise in international oil prices, population growth and concern over carbon emissions.

Companies plan to ‘improve operational efficiency’, ‘expand in current markets’ and ‘expand abroad’ for 2011

The top three future development expectations include ‘improving operational efficiency’, ‘expanding in current markets’ and ‘expanding abroad’, as expressed by buyer respondents. Companies are therefore investing in R&D to minimize wastage and re-use spent fuel to contain costs and increase efficiency. Many companies stated that they plan to expand into regions such as Nigeria, Thailand, Peru, the Caribbean, Chile, South Africa and Australia.

The power industry will target India, China, Middle East, Brazil and Eastern Europe in 2011

The top five growth regions in the power industry are identified as India, China, the Middle East (particularly Saudi Arabia), Brazil and Eastern Europe (particularly Russia). The expansion of business activities in emerging markets, along with changing consumer lifestyles and a rise in disposable income, will stimulate the demand for electronic goods that consume power and other power services. The industrial demand for power is also increasing on a daily basis, adding to a high existing demand for power globally. India is expected to add 82 gigawatts (GW) of capacity to its power sector over the next 5 years, with total investment reaching US$200 billion, including the US$120 billion earmarked for power generation alone. Moreover, high growth in infrastructural projects, the growth of the industrial sector, the rising population and investment in renewable projects have led to a rise in investment opportunities in China. Meanwhile, the Middle East has emerged as another high growth power market driven by the high demand for power for power-intensive infrastructure and construction projects in the region.

Power industry supplier marketing budgets are expected to rise by 7.3% in 2011

The research survey revealed that, on average, the marketing budgets of power industry suppliers are expected to rise by 7.3% over the next 12 months. Moreover, 27% of respondents expect their marketing budget to rise between 5% and 10% due to greater government funding for renewable energy projects and capacity increases, which are expected to increase the marketing budgets of suppliers through investment in direct mail campaigns, online medias and events. The average size of the global, annual marketing budget of power industry supplier respondents in 2009 has declined in 2011.