Eni Bundle
Who are Eni's customers and where do they fit in the market?
Understanding customer demographics and target market is paramount for any company aiming for sustained business strategy and market success. For Eni, a global integrated energy company, this understanding is crucial amidst a rapidly evolving energy landscape.
Eni's historical focus on oil and gas has broadened significantly, positioning it as an 'energy tech company' operating in 64 countries. This evolution impacts its customer base and market approach, as detailed in its Eni PESTEL Analysis.
What is Customer Demographics and Target Market of Eni Company?
Who Are Eni’s Main Customers?
Eni's customer demographics are diverse, spanning both individual consumers and large industrial clients across its integrated energy operations. The company strategically segments its market through specialized entities, focusing on energy transition initiatives.
B2C Customer Segments
Through Plenitude, Eni serves over 10 million households and small businesses, primarily in Italy, with electricity, gas, and energy solutions. This segment shows a strong demand for renewables and efficiency, with plans to reach 15 million customers by 2030.
B2B Customer Segments
Industrial clients, corporations, and government entities form Eni's B2B customer base. They rely on Eni for natural gas, LNG, power, and petroleum products, increasingly seeking decarbonization solutions.
Energy Transition Focus
Eni's strategic shift towards energy transition is reshaping its target market. Investments in lower-carbon projects reached €2.6 billion in 2024, representing over 20% of total expenditures.
- Plenitude's customer base is concentrated at 80% in Italy.
- Plenitude is expanding its presence in France, Greece, the Iberian Peninsula, and Slovenia.
- Enilive offers smart mobility solutions, including over 5,000 stations and the Enjoy car-sharing service.
- Hydrocarbon production in 2024 increased by 3% to 1.71 million barrels of oil equivalent per day.
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What Do Eni’s Customers Want?
Eni's customer base, encompassing both individuals and businesses, is increasingly influenced by a blend of practical needs, economic considerations, and evolving aspirations, particularly in light of the ongoing energy transition. This dynamic shapes their preferences for energy solutions.
Reliable and Affordable Energy
For retail customers, a fundamental need remains the consistent and cost-effective supply of energy. This is a core expectation that underpins their relationship with energy providers.
Sustainable Energy Solutions
There's a growing demand for environmentally friendly and lower-carbon energy options. Customers are actively seeking ways to reduce their carbon footprint through their energy choices.
Convenient E-Mobility
The expansion of electric vehicle infrastructure is a key preference for consumers. Access to a widespread and user-friendly charging network is becoming increasingly important.
Stable Energy Supply for Businesses
Industrial and business clients prioritize a secure and uninterrupted energy supply. This stability is crucial for their operational continuity and productivity.
Competitive Pricing and Decarbonization Support
Businesses are looking for competitive energy pricing alongside comprehensive solutions to improve energy efficiency and achieve their decarbonization goals.
Addressing Energy Costs and Environmental Impact
Customers are concerned about high energy costs and the environmental impact of their energy consumption. They seek diverse and sustainable energy options to mitigate these concerns.
Eni's approach to meeting these varied customer needs is multifaceted, reflecting a commitment to innovation and sustainability. For its retail customers, particularly those served by Plenitude, the company has made significant strides in offering green energy. Since 2022, Plenitude has provided 100% power from renewable sources to all its B2C customers. This commitment is evidenced by the fact that in 2024, the proportion of power certified through guarantees of origin reached 74% of total energy sold in Europe. Furthermore, recognizing the growing demand for convenient e-mobility solutions, Plenitude has expanded its electric vehicle charging network to over 22,000 points as of June 2025, with an ambitious target of 30,000 by 2028.
Tailored Solutions for Industrial Clients
For its industrial and business clients, Eni focuses on delivering stable energy supplies, competitive pricing, and increasingly, integrated solutions for energy efficiency and decarbonization. The company is actively developing technologies like Carbon Capture and Storage (CCS), aiming for a gross CO2 reinjection capacity exceeding 15 MTPA before 2030. Eni also employs a 'Design Thinking' methodology to create value through omnichannel solutions, ensuring offerings are aligned with user needs for both households and businesses. This approach helps address pain points such as high energy costs and environmental concerns through a diversified portfolio that includes natural gas, LNG, and a growing range of renewable energy and biofuels. Enilive's biorefining capacity reached 1.65 million tons in 2024, with a target to surpass 5 million tons by 2030, demonstrating a clear strategy to meet evolving market demands and contribute to understanding Revenue Streams & Business Model of Eni.
- Focus on renewable energy for retail customers.
- Expansion of EV charging infrastructure.
- Development of Carbon Capture and Storage (CCS) technology.
- Application of 'Design Thinking' for user-centric solutions.
- Diversification into biofuels and biorefining.
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Where does Eni operate?
Eni operates in 64 countries, with a significant global footprint across multiple continents. Its upstream activities, focusing on hydrocarbon exploration and production, are primarily located in Africa and Asia.
Upstream Market Focus
Key regions for exploration and production include Africa (Libya, Algeria) and Asia (Indonesia, UAE). In 2024, substantial payments were made to governments in these areas, such as €1.9 billion in Libya and €1.07 billion in Algeria. Other important upstream areas are Kazakhstan, Iraq, and the UK Continental Shelf.
Downstream and Retail Presence
Europe is a central market for downstream and retail operations. Eni holds a strong position in Italy, serving as the leading retail gas provider with a 21.2% market share in 2024. The company's retail and renewables arm, Plenitude, serves over 10 million customers, with 80% in Italy and expanding into France, Spain, Portugal, Greece, and Slovenia.
Eni's downstream and retail segment demonstrates a strong European focus, particularly in its home market of Italy. The company's retail arm, Plenitude, is actively expanding its customer base and renewable energy capacity across Europe, aligning with its broader strategy to grow in new energy ventures. This geographical diversification is a key aspect of Eni's Competitors Landscape of Eni.
Key European Markets
Italy is a primary market for Eni's retail gas services, where it held a 21.2% market share in 2024. Plenitude, its retail arm, also has a growing presence in France, Spain, Portugal, Greece, and Slovenia.
African and Asian Upstream Operations
Significant upstream activities are concentrated in Africa, with Libya and Algeria being key countries. In Asia, Indonesia and the UAE are crucial, with substantial government payments made in 2024, totaling €917 million in Indonesia and €1.14 billion in the UAE.
Gas Sales Volumes
In 2024, Eni sold 24.4 billion cubic meters (bcm) of gas in Italy and 23.4 bcm in the rest of Europe, highlighting its substantial market penetration in the European gas sector.
Renewable Energy Expansion
Plenitude, Eni's renewables division, aims for 60 GW of installed renewable energy capacity by 2050, indicating a strategic global growth initiative in sustainable energy solutions.
Strategic Acquisitions
The acquisition of Neptune Energy has further strengthened Eni's upstream presence, particularly in regions like the UK Continental Shelf, enhancing its overall market position.
Localization Strategy
The company adapts its offerings to regional preferences and regulations, exemplified by its extensive network of Enilive Stations across Europe, demonstrating a localized approach to customer engagement.
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How Does Eni Win & Keep Customers?
Eni employs a strategic approach to customer acquisition and retention, focusing on its transformation into an integrated energy company with a strong emphasis on sustainability. This involves a 'satellite model' for growth businesses like Plenitude and Enilive, facilitating focused growth and specialized customer acquisition campaigns.
Customer Acquisition Through Business Segmentation
The 'satellite model' allows entities like Plenitude and Enilive to attract targeted investments and pursue focused growth. This structure enables specialized customer acquisition efforts tailored to each business segment.
Digital and Physical Acquisition Channels
Eni utilizes both digital marketing and physical touchpoints for customer acquisition. Plenitude targets over 11 million customers by 2028 in Europe, while Enilive leverages its extensive service station network and growing EV charging infrastructure.
Value Proposition for New Customers
The company attracts new customers by offering 'affordable, reliable, and progressively lower-carbon energy solutions.' This focus on sustainability is a key differentiator for environmentally conscious consumers.
Customer Retention via Personalization and Loyalty
Retention strategies focus on personalized experiences, loyalty programs, and strong after-sales support. Tailored offers and rewards based on customer data are crucial for fostering long-term relationships.
Eni's commitment to reducing emissions and achieving carbon neutrality by 2050 is a significant factor in retaining environmentally conscious customers. By integrating customer data and employing CRM systems, the company can effectively target campaigns and provide customized deals, enhancing customer satisfaction and reducing churn rates. This approach to understanding Eni's customer demographics and Eni's consumer segmentation is central to its overall marketing strategy for Eni, as detailed in the Marketing Strategy of Eni.
Plenitude's Customer Growth Target
Plenitude aims to expand its customer base in Europe, targeting over 11 million customers by 2028, highlighting its aggressive acquisition strategy.
Enilive's Mobility Touchpoints
Enilive utilizes its network of over 5,000 service stations and more than 22,000 EV charging points as key physical touchpoints for customer acquisition in the mobility sector.
Investment in Transition Businesses
External investments, such as KKR's 30% stake in Enilive and EIP's 10% stake in Plenitude in Q1 2025, underscore the value of these transition businesses and support their growth initiatives.
Sustainability as a Retention Tool
Eni's commitment to carbon neutrality by 2050 and offering 100% renewable energy solutions are strong drivers for retaining environmentally conscious customers.
Personalized Customer Experiences
The company leverages Design Thinking and CRM systems to offer personalized services and tailored deals, enhancing customer satisfaction and loyalty.
Focus on Energy Efficiency
Providing energy efficiency solutions alongside renewable energy offerings helps Plenitude strengthen customer loyalty and meet evolving consumer needs.
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