What is Sales and Marketing Strategy of Eni Company?

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What is Eni's Sales and Marketing Strategy?

Eni's strategic pivot towards decarbonized mobility and renewable energy significantly impacts its sales and marketing. The establishment of Enilive in 2023, focusing on sustainable mobility, marked a clear shift towards a low-carbon future.

Eni is balancing traditional energy with a strong push into renewables and sustainable mobility, redefining its market presence and customer engagement.

Eni's sales and marketing strategy is evolving to reflect its commitment to the energy transition, integrating new sustainable offerings with its established energy portfolio.

Eni employs a diverse range of sales channels to connect with its broad customer base, integrating both established physical networks and increasingly sophisticated digital platforms. This multi-pronged approach is central to its overall Marketing Strategy of Eni.

Physical Retail Network

The company operates over 5,300 Enilive Stations across Europe, serving approximately 1.5 million customers daily. These locations are evolving to offer decarbonized mobility solutions beyond traditional fuel sales.

Direct Sales for Wholesale and Industrial Clients

Direct sales teams manage relationships with wholesale distributors and industrial customers for gas, LNG, and power. In Q2 2025, Eni's natural gas sales reached 9.01 billion cubic meters (bcm).

Strategic Partnerships and Distribution Deals

Collaborations are key to expanding market reach and product offerings. The Plenitude division, focused on renewables and retail gas, aims for 15 GW of installed renewable capacity by 2030.

Expansion in Green Energy and Mobility

Plenitude reported over 4 GW of installed capacity in 2024 and serves 10 million customers, with more than 21,000 EV charging points. Enilive's biorefining capacity reached 1.65 million tonnes in 2024.

Diversification and Growth through Investment

Eni's strategy involves significant investment in its evolving energy portfolio. These investments are crucial for strengthening its sales channels and increasing market share in both traditional and emerging energy sectors.

• Enilive Stations are expanding to offer biofuels, hydrogen, and EV charging.
• The company targets 15 million retail customers by 2030, leveraging its own green power production.
• Plenitude aims to reach 15 GW of installed renewable capacity by 2030.
• Enilive plans to increase biorefining capacity to over 5 million tonnes annually by 2030.
• KKR's investment of €587.5 million in 2025 to increase its stake in Enilive to 30% highlights strategic financial partnerships.

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Eni employs a multifaceted marketing strategy that blends digital innovation with a continued presence in traditional media. The company's core message revolves around its commitment to the energy transition, highlighting integrated solutions that bridge its established operations with emerging sustainable businesses. This approach aims to bolster brand awareness and drive sales across its diverse energy portfolio.

Digital Content Marketing

Eni utilizes content marketing to communicate its dedication to a 'just transition' and sustainability. This includes publishing reports like 'Eni for 2024,' which details progress such as a 55% reduction in net Scope 1 and 2 emissions for Upstream and a 37% reduction for Eni overall, compared to 2018 levels.

Paid Advertising and Social Media

The company leverages paid advertising and social media platforms to promote its decarbonization initiatives and new energy offerings. This digital outreach is crucial for engaging a wider audience with its evolving energy solutions.

Subsidiary Marketing Efforts

Subsidiaries like Plenitude and Enilive actively market their specific contributions to the energy transition. Enilive's 'Enilive For 2024' report, for instance, emphasizes its role in decarbonizing mobility and expanding advanced biofuels.

Digital Transformation Investment

Eni's commitment to digital transformation is underscored by investments in innovation and technology, as outlined in reports like 'Enterprise Tech Ecosystem Series: Eni S.p.A. - 2025.' These efforts support its goal of achieving carbon neutrality by 2050.

Traditional Media Presence

While digital channels are a growing focus, traditional media such as TV, radio, and print likely remain important for reaching broad consumer bases, particularly for retail products and services.

Data-Driven Customer Engagement

Eni employs data-driven marketing, customer segmentation, and personalization to offer tailored energy solutions. The aim is to meet customer needs by providing quality products and services that promote sustainable lifestyles.

Evolving Marketing Mix

Eni's marketing mix has evolved significantly, with innovations in promoting its 'satellite model.' This strategy involves distinct entities like Plenitude and Enilive focusing on specific aspects of the energy transition, creating new value and strengthening market presence through specialized marketing efforts.

• Focus on integrated energy solutions
• Emphasis on sustainability and decarbonization
• Leveraging digital channels for broader reach
• Targeted marketing by specialized subsidiaries
• Data-driven approach to customer engagement
• Adapting marketing to support the energy transition

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Eni's brand positioning is firmly established as a global integrated energy company dedicated to a 'just energy transition.' This strategic focus aims to differentiate the company by emphasizing sustainability, innovation, and a pragmatic approach to delivering energy solutions. The overarching message highlights Eni's commitment to providing affordable, reliable, and increasingly lower-carbon energy while ensuring a socially equitable transition.

Sustainability as a Core Pillar

Eni's brand narrative centers on its commitment to sustainability, aiming for carbon neutrality by 2050. This is supported by ambitious targets, including a 37% reduction in net Scope 1 and 2 emissions by 2050 compared to 2018 levels.

Innovation in Energy Solutions

The company actively promotes its investments in renewable energy and biofuel production. Eni's innovation extends to developing new energy paradigms, such as magnetic fusion, showcasing a forward-looking approach to the energy sector.

Pragmatic Energy Transition

Eni positions itself as offering a pragmatic pathway to energy transition, balancing traditional energy provision with the development of lower-carbon alternatives. This approach aims to ensure energy security and affordability during the shift.

Transparency and Responsibility

The company's visual identity and communication tone reflect a commitment to responsibility, integrity, and transparency. This is crucial for building trust with stakeholders throughout the energy transition.

Eni's brand perception is significantly enhanced by its recognition in industry benchmarks. The company's inclusion in the Carbon Performance Leadership Index and its ranking among the Top 10 companies by sustainability score in the World Business Council for Sustainable Development (WBCSD) in 2019 underscore its commitment to environmental, social, and governance (ESG) principles. This consistent positioning across various channels, from its 'Enilive Stations' offering decarbonized mobility to its Plenitude division's focus on renewables and EV charging, reinforces its integrated energy strategy. Eni actively adapts its business model, incorporating circular economy principles and exploring advanced technologies, demonstrating a proactive response to evolving consumer sentiment and market dynamics. The emphasis on customer-centricity, empowering individuals with cutting-edge solutions and clear communication, is a key element of its Eni sales strategy and Eni marketing strategy.

Commitment to Methane Reduction

Eni has set a target to achieve methane emissions close to zero by 2030. This specific goal highlights its dedication to addressing a critical component of greenhouse gas emissions.

Diversified Energy Portfolio Marketing

The marketing of Eni's diversified energy portfolio, encompassing both traditional and renewable sources, is a key aspect of its Eni business strategy. This broad offering caters to a wide range of energy needs.

Customer Engagement in Transition

Eni's digital marketing initiatives focus on customer engagement, aiming to involve consumers directly in the energy transition. This approach is central to its Eni customer acquisition strategy.

Eni's Global Sales Approach

The company's Eni global sales approach is tailored to different regions, reflecting its strategy for lead generation in the oil and gas industry and its marketing campaigns for sustainable energy solutions.

Eni's Competitive Advantages

Eni's competitive advantages in marketing and sales stem from its integrated business model and its focus on innovation. Understanding Eni's customer segmentation in the energy sector is vital to leveraging these strengths.

Adapting to Market Dynamics

Eni's strategy for building brand loyalty in the energy industry involves continuous adaptation to market dynamics and consumer preferences. This includes how Eni adapts its sales strategy to different regions.

Eni's Brand Positioning in the Energy Sector

Eni's brand positioning as a leader in the energy transition is built on a foundation of sustainability, innovation, and a commitment to providing reliable energy. This multifaceted approach influences its Eni marketing strategy and Eni sales strategy across its diverse operations.

• Focus on a 'just energy transition'
• Emphasis on sustainability and carbon neutrality by 2050
• Investment in renewable energy and biofuels
• Commitment to reducing methane emissions
• Integration of traditional and transition energy businesses
• Customer-centric approach with transparent communication

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Eni's sales and marketing strategy is significantly shaped by its commitment to the energy transition, with key campaigns focusing on sustainable mobility and green energy. These initiatives aim to reposition the company as a leader in decarbonized solutions and renewable energy production.

Enilive: Transforming Service Stations

Eni is actively rebranding and expanding its service station network under the Enilive brand. This campaign transforms traditional stations into multi-service hubs offering decarbonized mobility solutions, including advanced biofuels and EV charging.

Eni Plenitude: Championing Renewables

The promotion of Eni Plenitude, the company's renewable energy arm, highlights its dedication to green energy production and retail. This campaign focuses on the growth of installed capacity and customer base for renewable energy services.

Corporate Communication: Just Transition Narrative

Broader corporate campaigns convey Eni's 'just transition' narrative, emphasizing the balance between industrial growth, environmental sustainability, and social inclusion. These efforts often showcase technological advancements and partnerships.

Measuring Campaign Success

Success is measured through metrics like the number of Enilive Stations, customer numbers for Plenitude, and installed renewable capacity. These indicators reflect the tangible progress in Eni's sustainable energy strategy.

Eni's sales and marketing strategy is deeply intertwined with its overarching business strategy, particularly its pivot towards sustainability. The Enilive initiative, launched in 2023, is a prime example, aiming to evolve over 5,300 service stations across Europe into hubs for decarbonized mobility. By 2024, Enilive's biorefining capacity reached 1.65 million tonnes, with ambitious plans to surpass 5 million tonnes annually by 2030. This expansion directly supports Eni's goal of carbon neutrality by 2050. Simultaneously, the promotion of Eni Plenitude, its renewable energy subsidiary, is a critical marketing campaign. In 2024, Plenitude achieved over 4 GW in installed capacity, with a target of 15 GW by 2030, serving 10 million customers and expanding its EV charging network to over 21,000 points. These campaigns are communicated through sustainability reports and digital platforms, underscoring Eni's role in responsible energy development. The company also engages in corporate communication campaigns that highlight its 'just transition' approach, focusing on collaborations like its three-year partnership with the International Renewable Energy Agency (IRENA). While specific influencer marketing is not a primary focus, Eni builds credibility through technological advancements such as CO2 capture and storage projects, like Ravenna CCS Phase 1, and its commitment to reducing emissions across its value chain. This multifaceted approach reflects Eni's adaptation to evolving market demands and its commitment to a sustainable future, aligning with its Growth Strategy of Eni.

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