Sales and Marketing Strategy to Combat Electric Heating in the Omaha Apartment Market

The major purpose of this paper is to examine the problems encountered by the natural gas utility in Omaha, Nebraska, Metropolitan Utilities District (M.U.D.), in their efforts to supply energy to the apartment market. | Prior to 1968, apartment builders in Omaha traditionally installed natural gas heating systems; but the percent of new apartments with electric heating increased from less than one percent in 1968 to over 18 percent in 1970. | This increased saturation of electric heat is reviewed with special attention to market share and identification of key decision-makers. The results of market research studies showing the present and future energy sales potential, competition from electric heat, consumer attitudes, and future opportunities in the Omaha apartment market are set forth. | The concluding section outlines suggested marketing objectives, strategy, and programs designed to aid the gas utility in retaining the apartment energy market. Areas considered include analytical assistance to customers, clarification of the gas supply situation, cooperation with equipment manufacturers, and suggested programs designed to meet the stated objectives.

Grantor dc:publisher

Creighton University

Year dc:date.issued

1972

Author dc:creator

• Schmieding, Glen R.

Advisor dc:contributor.advisor

• No Advisor Listed

• Nebraska--History
• Omaha, Nebraska—History
• Business--Case Study

Statement dc:rights

• A non-exclusive distribution right is granted to Creighton University and to ProQuest following the publishing model selected above.

Language dc:language.iso

en_US

Handle dc:identifier.uri

http://hdl.handle.net/10504/127562

OAI identifier oai:identifier

oai:cdr.creighton.edu:10504/127562