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Parameters Involved in Branding of Petroleum Business:: Answers

The document discusses branding of petroleum products. It outlines a 6 step process for branding including learning objectives, developing concepts, creating visual materials, presenting to clients, developing final files, and executing the campaign. It also discusses key parameters like costs, consumer wants, and bundling projects to reduce expenses. The summary provides an overview of the branding process and key considerations outlined in the document.

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Abhinav Shankar
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76 views

Parameters Involved in Branding of Petroleum Business:: Answers

The document discusses branding of petroleum products. It outlines a 6 step process for branding including learning objectives, developing concepts, creating visual materials, presenting to clients, developing final files, and executing the campaign. It also discusses key parameters like costs, consumer wants, and bundling projects to reduce expenses. The summary provides an overview of the branding process and key considerations outlined in the document.

Uploaded by

Abhinav Shankar
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as DOCX, PDF, TXT or read online on Scribd
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ANSWERS:

1. Parameters involved in branding of petroleum business:


How much does it cost to reach the consumer end?
• It depends on what the consumers want.
• Bundling projects will save the money.
• The cost range for branding is broad and will be determined based on scope
of work on petroleum products.
Step 1:
• Learn marketing objectives and strategy involved in respective geography.
• Priority projects for e.g. to initialise from lower cost products/ respective to
demand in the region.
• Write creative brief and define messages with framework.
• Create timelines and budgets involved for transportation and work wages.
Step 2:
• Develop concepts/taglines attractive e.g. Castrol’s oil advertisement
involving lorry drivers’ sentiments
• Start visual research of the concept created.
• Present initial creative approaches to the stakeholders.
Step 3:
• Develop outline and copy points per selected concept.
• Develop media strategy.
• Begin creative visual materials (photos/picture)
Step 4:
• Write full copy draft of the brand initialised
• Write final copy as per client comments
• Start layout with respect to channels
Step 5:
• Create and present full layout or e-design plan with their channel to the
clients.
e.g. framework involved in lubricant sales
Step 6:
• Develop final electronic files for print, or coding for web for the brand
initiated. E.g. PM Modi’s LPG scheme has more elaboration in e-platforms
• Final execution and management of petroleum products (website launch,
launch media campaign, print, ads placed press etc.).
2. BS-VI PCL

BS_VI
40
30
20
10
0
Early adoptors(RELIANCE,SHELL)
Innovators(IOCL, SHELL)

early majority (IOCL)

Laggards(BP,TOTAL)
Apr-20

Late Majority(IOCL,RELIANCE,ESSAR,SHELL)
Axis Title

Axis Title

Monthly RO Sales (comapny / no.of RO's)% - 2020


12

10

0
april may june july august september

IOCL RELIANCE ESSAR TOTAL BP SHELL


3. LAPSNODE.
ABBREVATION Example
L- Leads To find potential customers (distributors) in lubricant market
A- Approach Approaching the customer through e-mails and calls for making
tie-ups
P- Presentation Explaining the business methodolgy to the customer
S- Solution Finding good solution for the puzzle interms of cost and
durability
N- Negotiation Negotiating the terms and conditions involved in the lubricant
market such as ROI
O- Order Ordering the petroleum product with intial investment/
respective to the terms of the company and the distributors

D- delivery Deliverying the lubricant to distributor/retail outlets.


E- Engage Providing Customer Relationship Management schemes to the
distributors/customers.
4. BRAND EQUITY PYRAMID FOR EXXON MOBIL INDIA

To
develop
BRAND
RESONANC
E
with active
engagement
and
behavioral
quality

To have HIGHER
BRAND LOYALTY
with rewards for
repeatative purchases
for customers

To evaluate PERCEIVED QUALITY


of the product with customer
percepetations

BRAND ASSOCIATION reflects customers


association so they made BAJRANG PUNIA, a 3 time
gold medal wrestler as ambassador for vechicle
lubricant segment

Creating BRAND AWARENESS among the people with repect to their


geography by conducting surveys which increases competitve
advantage
5. APAR – COMPETITVE ADVANTAGE:
 The company has strategic focus on HIGHER VALUE ADDED
PRODUCTS like HEC, high voltage T-oils, Elastomeric cables.
 Strong focus on exports which revives the account of stabilising commoditiy
prices.
 Strategically located with favorable tax jurisdiction and closer port facility to
export including domestic market competetions resulting in Logistics
benefits.
 Improving domestic market with fungible capacity expansion to cater the
demand in East India
 Commodity stabilisation with fuel growth from Middle East and Africa
 Improved Product Mix by focusing on High-end products with increased
distribution in Transformer Oil.
 Launch of UDAY created a strong Brand Equity and Leverage of the
company.

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