Background
EVgo has recently entered the UK market, which already has several well-established competitors. Here is an overview of the market share of charging points in the UK.
BP pulse (Polar), which is owned by BP Chargemaster, currently operates the largest number of charging points in the United Kingdom. Ubitricity follows in second place with 2,144 charge points, representing 11.5% of the market share. Notably, ubitricity has integrated charge points into lamp posts.
Pod Point, an early player in the UK's charging industry, now under the ownership of EDF Energy, is one of the three biggest charging networks in the country, holding a market share of 10.7%.
Issue & Challenge
EVgo is a relatively new player in the UK market and faces tough competition from well-established brands like BP Pulse, Ubitricity, Pod Point, and Chargeplace Scotland, which have better distribution networks. Additionally, EVgo's adoption seems to be more forced than consumer-driven.
Goal
Our goal is to capture 10% of the market share from our competitors within the first year using 1 million pounds. Additionally, we aim to encourage EV drivers to utilize EVgo's services, even if it means changing their original charging habits.
Objective
Help new users integrate EVgo into their daily routine.
Target Audience
Insight
Many individuals have a fear of being left behind.
Big Idea
Let's be the trailblazers with EVgo.
Reasons to Believe
EVgo is a reliable and professional service.
1. EVgo has the most extensive network of fast-charging stations in the USA.
2. EVgo prioritizes not only the location of charging stations but also the user experience. Their app allows for quick and easy charging initiation through a simple swipe. Additionally, EVgo partners with retailers and parking lots to increase convenience.
3. EVgo has established several partnership programs with automakers such as Nissan, Tesla, and Hyundai to ensure the development of a reliable EV charging network.
When & Where
It is essential for users to pay attention to charging their devices and factor in the availability of charging stations.
Tone
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Tactical brief
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