Market

 

1.   Customers

There are four categories of customers who will potentially demand the product and services of ICCAA.

 

Individuals: There are two categories here:

·         Certification: Those who will require certification to carry out NGERs audits, JI and CDM validations, or be responsible in their organisations for efficient energy management systems.

·         Interest: Those who are interested in gaining knowledge about the wider-issues of carbonomics and related fields.

 

Corporates, and Other Organisations: There are two categories here:

·         Emitters: Those that will seek to play an active role in reducing their carbon footprint and be carbon compliant.

·         Consultants: Those who are active in the carbon space such as Energy Auditors, Architects, Accountants, Carbon Brokers, CDM Consolidators, Trainers, and Risk Managers etc.

 

Government Bodies: There are two categories here:

·         Regulators: Those who have been empowered at the Federal, State and Local Government levels to ensure the regulation and information dissemination of the Industry.

·         Users: Those who require accredited and validated information and also education of their employees in the Scientific, Economic, Regulatory and Political dimensions of the wider-aspects of climate change.

 

Universities and Other Educational Establishments: There are two categories here:

·         Researchers: Those who are undertaking research into this new, and dynamic field of study

·         Teachers and Trainers: Those who require accredited curriculums to teach the new and integrated body of knowledge that is emerging, so that their certificate and diploma holders and/or graduates can obtain employment in this new field.

 

 

 

2.   Market Segments

 

Geographic: Whilst initially ICCAA started in Victoria, South Australia and NSW, it is hoped that as key stakeholders come on board it will quickly progress to be an Australia-wide professional body. Also, due to the strong international networks of its founder member (the ICMA), it has already set up a network of international branches.

 

Demographic: Initially the Demographics of members will be those already working in the carbon trading space, these would be anywhere between the ages of 28-75. However, as university and other teaching programs develop, it would extend to a student population of 18-21 year olds.

 

Psychographic: There is a significant interest in the precautionary principle that ‘it is better to be safe than sorry”. As such the actions of individuals, organisations and governments have moved the issue of climate change into the foreground of peoples thinking. This is especially so amongst the younger generation that sees the actions of their elders affecting the sustainability of their future. This would lead to a ground-swell of interest in a professional body such as the ICCAA.

 

3.   Market Growth-Market Share

 

Although the Australian CPRS has been delayed till 2013, it has been predicted that there will be a significant reduction in the growth of business opportunities in the industry. Already the Gillard Government is talking about a carbon price. Also, due to the NGERs audit requirements now affecting an increasing number of companies, the need to undertake (and validate) CDM Projects, etc. to reduce carbon footprints becomes even more important. Further, there is the possibility of selling certified Voluntary Emission Reductions (VERs) in non-Kyoto exchanges. Therefore, it is predicted that the industry will keep growing but at the diminished rate. The value of the carbon market is currently predicted to be worth $8-11 billion.

 

In terms of market share, the ICCAA is following a ‘blue oceans’ strategy, i.e. it is creating a market, since no other player exists in Australia, and only since one other similar institute has been found to exist overseas.

 

 

 

4.   Marketing Mix

 

Product: This is covered in Roles section of this webpage

 

Price: Different products and services will have different prices, such as:

 

§  Accreditation: there will be no charge to accredit universities running ICCAA accredited degree programs.

 

§  Training: Where the ICCAA conducts its own programs, the training fee will be $350 per day per participant. Flash! With the constant changes being proposed with regards climate change and carbon emissions management regulation in Australia; the education and training program to certify carbon analysts and auditors has been temporarily suspended. There will be no new intakes to these programs until further notice. 

 

 

§  Certification: The Examination and Certification process of individuals will be not more that $100 per subject per individual and $2000 per organisation. Flash! With the constant changes being proposed with regards climate change and carbon emissions management regulation in Australia; the certification of carbon analysts and auditors has been temporarily suspended. There will be no new intakes to these programs until further notice. 

 

§  Sponsorship: It has been suggested that commercial organisations be offered annual Platinum ($50,000); Gold ($25,000); Silver ($15,000); and Bronze ($10,000) memberships. This will ensure significant placement of their products and services in the ‘Carbon Markets Report’ that will be regularly issued to all members, both in print and online.

 

§  Conference: An annual conference will be held to generate a surplus.

 

§  Knowledge Dissemination: This will be free to members but non-members will be charged a fee.

 

Promotion: All forms of integrated marketing communication (IMC) will be used, mainly via this world-class website, and via brand ambassadors in government bodies and universities and other educational establishments running the ICCAA accredited programs.

 

Place: This is covered under Market Segmentation (Geographic). Whilst initially ICCAA started in Victoria, South Australia and NSW, it is hoped that as key stakeholders come on board it will quickly progress to be an Australia-wide professional body. Also, due to the strong international networks of its founder member (the ICMA), it has already set up a network of international branches. Whilst initially ICCAA started in Victoria, South Australia and NSW, it is hoped that as key stakeholders come on board it will quickly progress to be an Australia-wide professional body. Also, due to the strong international networks of its founder member (the ICMA), it has already set up a network of international branches. Whilst initially ICCAA started in Victoria, South Australia and NSW, it is hoped that as key stakeholders come on board it will quickly progress to be an Australia-wide professional body. Also, due to the strong international networks of its founder member (the ICMA), it has already set up a network of international branches. Whilst initially ICCAA started in Victoria, South Australia and NSW, it is hoped that as key stakeholders come on board it will quickly progress to be an Australia-wide professional body. Also, due to the strong international networks of its founder member (the ICMA), it has already set up a network of international branches.