Energy & Utilities

Company Profile

  • €1.1bn annual revenue
  • Leading natural gas supplier, energy service provider and multi-utility company and energy network operator
  • Supplies about one million people

Situation and Objectives

  • Design new portfolio for both acquisition and retention
  • Test marketability in consumer labs
  • Create modularized product portfolio to offer more flexibility and security to customers



  • Identified structural weaknesses and gaps in the current product portfolio
  • Determined customer needs and expectations
  • Identified service bundles and price points and tested them based on behavioral pricing insights
  • Developed an offensive and defensive competitive strategy based on war gaming simulations
  • Designed an optimized go-to market and retention strategy


  • Successful redesign of product offering
  • >30% retention rate