Go-to-market strategy for Urban Cool Islands

Urban heat islands (UHI) are becoming commonplace in European cities, under the combined effect of climate change and high urbanisation rates. Beyond the degradation of the urban life quality (air pollution, thunderstorms, etc.), UHI have adverse effects on human health by boosting allergies or cardiovascular problems and increasing mortality during heat waves episodes.

Veolia developed an urban cooling system called "Urban Cool Islands" that makes use of non-potable water to contribute to the creation of cool islands in cities. LGI was appointed to study the market potential of the solution, define its business model and build a marketing and communication strategy. The study was held at the European level and parts where focused on the French (FR), Italian (IT) and Spanish (ES) cities.

• Market potential validation & Characterisation of UHI in Europe & Business model definition
• Assessment of city needs and actions (FR, IT)
• Competitive analysis (offer and market positioning)
• Definition of a market positioning and business strategy
• In-depth market assessment, drivers & barriers
• Value chain analysis & mapping of key actors (FR, IT, ES)
• Operational marketing and communication strategy