How do you differentiate your product from that of the competitors? Áslaug Thelma Einarsdóttir raised that question at Branding energy conference that was held in Reykjavík, Iceland in late September. Áslaug Thelma is head of marketing at Orka Náttúrunnar, state owned company, wholly owned by Orkuveita Reykjavíkur, the Reykjavík power company. Orka Nátturunnar was established to comply with Icelandic regulations regarding separating of competing and non-competing entities in the energy market. The company produces both electricity and hot water form geothermal resources.
Áslaug pointed out that one of the things that make the energy market unique is that the consumer isn´t necessary all that well aware of the product he´s paying for, “How do you differentiate a company like ours from other sellers when the product is something that consumer can’t see, and you´d rather not want him to touch?”
Early on, the company decided on a strategy that focuses on forward thinking and having a positive influence on both environment and the community. “in our marketing work we´ve emphasized that what we produce, both electricity and hot water, come straight from the nature, and is a part of the quality of life that we enjoy on this island. We want to send clear message about what kind of business we are, and let the “heart“ of the company shine through everything we do.”
It is in this spirit tha Orka Náttúrunnar has worked on developing new products and Áslaug points out that the company has, among other things, focused on building a network of charging stations electric cars. “When we started on the path there were hardly more than 50 electric cars in whole Iceland, but now I gather there are more than a thousand. We want to do our part to help with environmental friendly and forward-thinking transition in transport in Iceland and have been able to play a key role,” says Áslaug, but today Orka Náttúrunnar runs thirteen charging stations. It´s been very pleasant to see how fast thing have developed. There´s great interest in switching from fossil fuels to green energy and now we’re seeing more and more companies want to install charging stations both for their employees and for customers.”
This interview was published in the Icelandic newspaper Morgunblaðið 19.09.2016