Sustainability Achieved Via Energy Efficiency(SAVE)Rebate Program: The implementation(writing in progress.....)

This is...once again will take some time for to recall...it was a very challenging but still interesting and enjoyable journey for me and the team too. I learned a lot more especially when I went to the ground and really listened to their natural feed back about the program and about EE in general in their life.
Working with people from many parties and organizations also opened my eyes to many things and learned some new skills too along the way.The success of the program was actually depend very much on how well all the plans were executed by everyone who played their  designated or expected roles...

Retailers

• For big retailers such as Seng Heng, Carrefour and Courts, they sent they officers to meet SAVE project team in KeTTHA to understand the whole process and procedure. They they had their own internal sessions with their personnel to brief them  and some of them invited officers from SAVE team to give the briefing.
• At the early stage many retailers did not familiar with the online system and also had different idea about some of the documents that need to be submitted  for claims.Some were unsure about how fast and how frequent for them to submit claims too. All these concerns were addressed through on going assistance through phone and from series of seminars for retailers at each region.
• Some consumers brought the voucher and asked for cash exchange from retailers but that misunderstanding when more retailers had more understanding and explained that to consumers.

• delay in  payment for claims.At one stage, some of them warned us that they will stop participating and will deny request from consumers. This was finally resolved when system in TNB became smoother.

FOMEDA and retailers

Felt that the process was too cumbersome since retailers have to process and then submit claims. Then they have to  wait for two weeks before they can get back their money and on top of that they thought the rebate amount should be more to attract more buyers to use the voucher to purchase.
All of FOMEDA's  and retailers' concerns were valid to me since they were representing the best interests from their members but most  of their concerns we addressed directly and indirectly through out the implementation stage. After the seminars that we held , most of retailers began to understand the whole objective, process and assistance provided to them in the program.

We reached a stage where we helped participated retailers by providing them with free posters and buntings to be placed at their store nationwide to ensure consumers will notice about the program when they enter or pass by their outlets. This additional initiative was on top of all other ongoing programs such as roadshows, digital, electronic and printed media coverage and advertisements by the SAVE team.



SEMINAR FOR RETAILERS in 2011

1. Selesa Hotel, Johor Bharu, 2 August 2011

2. Swiss Garden Hotel and Residence, Kuala Lumpur, 4 August 2011

3. Vistana Hotel, Kuantan 15 August

4. Promenade Hotel, Kota Kinabalu 18 August

5.Sunway Hotel, Seberang Jaya 14 September 2011

6. Ritz Garden Hotel, Ipoh 15 September 2011

7.Grand Margherita Hotel, Kuching 19 September 2011

8. Sutera Inn Hotel, Kota Bharu 22 September 2011

9.Mega Hotel, Miri 26 September 2011

Consumers

Some of the main issues during the early stage after the launch were price and some retailers refused to entertain consumers with the voucher.There were some misunderstanding and misinformation about the rebate voucher and how much should be the selling prices for products that qualified for the rebates especially among the salesman and person-in charge at retailers' outlets. These created some discomfort to some early consumers who tried to redeem the voucher.All that happened  before seminars for retailers held and after that, we received almost no more complaints on the issue of prices since most of participated retailers already understood  and familiar with the program.

TNB

At first, processing the claims from retailers only was seen as additional work loads for counter staff at TNB's customer service office.Some even called and vented their anger personally over the phone. I did not blame them of felt upset about them because I may feel the same if I were in their shoes. To resolve this issue, I left it to TNB to managge that internally and again, I must thank Datin Siti Laila and her team for ongoing efforts taken to have their own internal roadshows to explain about the program to all their staff nationwide.

Some were not happy but I must also record my credits to some of them who went extra mile too to ensure the success of the program.There were TNB personnel called us to ask for assistance on how answer queries from retailers and consumers too.Some did report to us about suspicious claims to and there were cases where we managed to trace retailers which tried to submit false claims with lead information  given by these TNB personnel. Thanks again to them.

SESB and SESCO

I guess due to the smaller quantities of vouchers for Sabah and Sarawak, we did not face any major issues from feedback that we received from our implementation partners in both states which was SESB and SESCO.

Reviews in Qualifying Criteria for refrigerators' rebate

This was expected. At some points I knew that we need to review it and we did that.That was done after we gathered all inputs and feedback from many parties such as consumers, retailers, manufactures and some NGOs. Despite the increase of sales by manufacturers of 5-star rated products, the progress of the take up the voucher was rather slower than expected. It was not strange too to me because....

First, before the program, there were on 5 brands with 5-star rated products in  the market and most of them were big size models and surely at more expensive prices. Due to constant communications and consultations with manufacturers  invited  during the planning stage, we had 12 brands available in the market for 5-star rated products. These new brands came with smaller sizes and more competitive prices too with more competition among manufacturers. People did buy more energy efficient products although they might not use the voucher.

Second, the initial medium low  income groups had been given the priority at the start to benefit from the voucher incentives but we should not allow others to be denied the opportunities too if the rebate offered not being used by this group. After discussions held with all stakeholders in the program, we agreed to open the vouchers to all consumers but still limit the size of the qualified models. It was sometime towards the end of 2011 if I am not mistaken and that move was well received by many.

for refrigerators and air conditioners, we surpassed the market share target by September 2011 but I keep that statistics quietly to ensure  everyone not losing the momentum to keep working according the the plan.

Chiller

The  slow take up of rebates for chiller was  also anticipated because it will involve business decisions.The rebate value is only  in the range of 10-15% of the total costs for any building facility to replace their chillers and it may involve some interruption to the normal building operation if not planned carefully. One more key factor, the process from the beginning to apply until the verification stage will take some time before rebates could be paid to successful applicants. However, based on inputs from the market and key players in the industry such as chiller manufacturers, all of us had the belief that rebates offered will snapped 100%.For updating and reporting purposes to PEMANDU and KeTTHA, I requested to move the start one-year duration from January 2011 to December 2011 to from July 2011 to June 2012 for us to achieve the targeted amount.This was caused by the delay to the launching of the program itself.

We had a meeting with key organizations  that representing commercial building facilities such as Malaysia Association of Hotels, Malaysian Association of Hotel Owners, Association of Private Hospitals and Organization of Complex Management to seek their cooperation to assist to disseminate information about the program to their members. All of them were very supportive  received the increase in the applications subsequently after that and we also agreed to have regular  meetings after that for updates on the program and to address any issue  faced by their members.

Chillers manufacturers were also aggressively promoting about the rebate program since their have information of their existing clients from their own database which qualified to apply for the rebate.

Road shows

The roadshow was planned to be held at lesser locations initially since that would require so much budget and we had limited budget. It was suppose to be only 6 venues involved. 4 in Peninsular and one each at Sarawak and Sabah. In end we had more than what we actually planned but we did that with the same amount of budget. This was managed to be done through consultations and cooperation with   all parties in the campaign and promotional team.

Why, we believed that, the road show is an effective way for us to go direct to the public where we would be able to get direct responses from them and how to improve in the implementation through their  responses too.

So, finally  we had  major roadshows at selected town and mini roadshows at selected venues and events.

For major roadshows, we managed to get participation from manufacturers to display their 5-star rated products with representatives on duty at each location as well.We also joined by the utility company where visitors were able to check their utility account number and later get he voucher printed on the spot if they are qualified consumers.

At  major roadshow, the set up was to create a very open and interactive environment.Visitors had the chance to ask any questions about the rebate, learn some tips about energy efficiency and also participated in quizzes and games where some prizes were there for them to win too.

For children, we had clowns with activities and a corner for them to play interactive computer and other games too.

LOCATION	DATE
Major road shows
Giant Kinrara, Puchong	9 - 10 July
East Cost Mall, Kuantan	16- 17 July
Straits Quay, Penang	23 -24 July
Giant Tampoi, Johor	30 -31 July
The Hill, Kuching	17 -18 Sept
Bintang Mall, Miri	24 - 25 Sept
Suria Sabah Mall, Kota Kinabalu	1 - 2 Oct
Mini Road Shows
KB Mall, Kelantan	14 - 15 Oct
Dataran Pahlawan Megamall, Melaka	22 -23 Oct
Star Parade, Kedah	28 -29 Oct
Terminal One, Negeri Sembilan	12 -13 Nov
Ipoh Parade, Perak	19 - 20 Nov
Invited events
iGEM, KLCC 7-	10-Sep
Malaysia International Renovation Expo 11 (REX), PWTC	11-13 Nov
Community Green Carnival	Putrajaya

Giant Kinrara Puchong  (9-10 July 2011)

Leading by example. At the counter to entertain visitors

Answering queries

with my kids...let them learn early

East Coast Malll , Kuantan

Radio Interviews

to add write-up

KL FM

Johor FM

Melaka FM

Mutiara FM, Penang

Negeri  Sembilan FM

Kuantan FM

Kota Kinabalu FM

TV Interviews

to add write-up

Printed media coverage

Newspapers

• Mainstream media

Less coverage given by the mainstream media especially from Malay language newspapers.Expected because if EE has never been a big thing within the government itself, it would never become a magnet for the media to address. Malay newspapers did not find it sensational enough to attract readers I guess unlike big gossips that they would love to cover like other tabloid newspapers.

• Chinese and English media

For a Chinese newspapers, they were very keen to know the progress. Some reporters keep calling me to know how many  vouchers printed after the launching. At some points I had trouble to answer their negative coverage about program but too me it was good too because it keep the program in the news. I was not worry about their concerns that we may not be able to finish the voucher and achieve the targets but all that  were the least of my concerns because I strongly believed that it will be achieved.

We had a  very good response from the star. They gave us the front page coverage and about 4 more pages inside coverage in September 2011 and created the peak hits at SAVE's website. Before and after that, they gave some updates to.

Magazines

 TENGALINK (OFFICIAL TNB MAGAZINE)

GREEN PURCHASING ASIA(NOW GREEN PROSPECTS ASIA)

Digital media/online coverage

Media visits

to add

KEY OBSERVATIONS AND CONCLUSIONS FROM THE IMPLEMENTATION ACTIVITIES

...to add





The final post on SAVE program next will the last one...it will cover the actual KPIs achieved  and impacts of the program.