Oil Marketing - Invincible Energy

Invincible
Energy Training & Consultancy
Oil Marketing
17th – 19th October 2012
Møller Centre, Churchill College, Cambridge, UK
www.invincible-energy.com Tel: +44 (0)1420 22862

INVINCIBLE ENERGY
INVINCIBLE ENERGY Invincible Energy was established to provide training and consultancy focused on the
effective management of energy business risk. The core faculty of trainers and consultants are all experienced
industry practitioners who have been designing and delivering courses in energy supply, trading and price risk
management since 1983. Several thousand people from the energy industries worldwide have experienced the
challenging and participative environment of an Invincible course, learning in a practical way and making lasting
relationships with other delegates.
Invincible uses a highly enjoyable and successful method of training developed over the past 25 years comprising
a finely balanced mix of role plays, case studies, lectures and discussions to reinforce learning. Live market prices
are used where appropriate to ensure that delegates learn to react to changing market conditions.
INVINCIBLE ENERGY COURSES
Invincible Energy presents a series of public courses in Cambridge - UK, Geneva and Singapore covering various
aspects of supply, trading and price risk management in the energy industries. Invincible Energy is a registered
training provider for the UK Department of Education and Skills and is also accredited by the Law Society of
England and Wales. Our Cambridge courses are run in partnership with the Energy Institute, the UK-based
professional body for the energy industries.
COURSE PRESENTER
PHIL SNAITH
With over 35 years’ international experience in diverse energy businesses of Royal Dutch Shell, his career has spanned
much of the downstream oil products commercial businesses. He has held Director and CEO level executive
responsibilities in UK, USA, Caribbean, Singapore and in China, where he developed new Retail, Lubricants, LPG, Bitumen
and Aviation ventures.

OBJECTIVES
OIL MARKETING
This is a new course that will provide delegates with international best practice marketing theory and management
approaches commonly applied to domestic and international oil markets. In workshop format, delegates will use the
marketing mix as a decision-making framework and understand the vital differences between Business to Business
(B2B) and Business to Consumer (B2C) marketing.
With examples drawn primarily from downstream oil markets, it includes customer and buyer behaviour models,
market structure and segmentation techniques, import and export parity pricing and other pricing methods, marketing
planning, distribution and principles for effective organisational design. Group exercises and case studies are used
throughout to reinforce the main concepts and techniques.
FUNDAMENTAL MARKETING CONCEPTS
n Working definition of Marketing
n The Oil Marketing Environment
n Products versus Services
CUSTOMER AND BUYER BEHAVIOUR
n Models of Customer/Buyer Behaviour
n Customer usage systems and buying decisions
n B2B and B2C in Oil Products
THE MARKETING MIX AS A DECISION
FRAMEWORK
n Defining and using the Marketing Mix
n The Marketing Mix for Services
n Applications in Oil Products/Services Marketing
REVIEW OF PRINCIPAL OIL PRODUCTS
n Cut of the barrel and physical characteristics
n Product stewardship
OIL PRODUCTS PRICING
n Basic microeconomics of pricing
n Key international oil price markers
n Import and Export Parity Pricing
OIL SUPPLY AND DISTRIBUTION
n Basics of the Oil Supply Chain
n Supply Chain economics
Subjects covered on Oil Marketing
MARKETING COMMUNICATIONS
n Communications and Promotions Mix
n Advertising and Media Effectiveness
n Salesforce management
MARGINS AND MARGIN MANAGEMENT
n Breakeven Analysis
n Decision making “at the margin”
DEVELOPING SUSTAINABLE COMPETITIVE
ADVANTAGE
n Customer Value Propositions
n Brand Management
n SWOT Analysis and the Porter 5 Force Model
KEY TECHNIQUES FOR MARKETING
PLANNING
n The principal planning matrices and market
segmentation
n The 10 steps of Strategic Marketing Planning
n Key performance indicators
OIL MARKETING ORGANISATION
n Effective organisational design
n Future trends for oil products marketing
WHO SHOULD ATTEND?
Those in integrated oil companies, biofuels companies, independent distributors, retailers, resellers and other
associated commercial, legal and regulatory organisations requiring a sound understanding of marketing theory
and its practical application around the world.
17th – 19th October 2012 £1,850 +VAT
OMK

LOCATION & REGISTRATION
Invincible’s training courses take place at The Møller
Centre, which is part of Churchill College, University of
Cambridge.
The award-winning Møller Centre is a purposedesigned,
dedicated residential conference and training
venue offering high quality continuing professional
development.
The Møller Centre has state of the art meeting facilities,
which ensures that you are able to fully concentrate on
your course. There is plenty of scope for relaxation as the
Centre has modern, air-conditioned, en-suite bedrooms,
which overlook the extensive grounds. There is a fitness
suite, squash and tennis courts on site, with additional
sporting and leisure options within short distance.
Registration Form
The University of Cambridge celebrated its 800th year in
2009, and is one of the foremost Universities in the world.
The city of Cambridge is a vibrant mix of the old and new,
with many museums, art galleries, theatres and restaurants.
The Møller Centre, Storey’s Way, Cambridge CB3 0DE
www.mollercentre.co.uk
Register either on our website www.invincible-energy.com or fill in the form below and return to:
Invincible Energy, Westport House,Bentley, Farnham, Surrey, GU10 5HY, UK
or phone: + 44 (0)1420 22862 or fax: + 44 (0)1420 22863 or e-mail: learning@invincible-energy.com
Please book me on:
OMK Oil Marketing 17th – 19th October 2012 Fee: £1,850.00 + VAT
Course fees include all course materials, lunch and refreshments each day, a welcome reception and
course photograph.
Full joining instructions will be dispatched approximately five weeks before commencement of the course.
n I require accommodation at the Møller Centre (bed, breakfast and dinner) which is charged separately at
£449 + VAT.
n Please put me on the mailing list for other courses and other dates.
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Invincible Energy, Wesport House, Bentley, Nr Farnham, Surrey, GU10 5HY, UK
Tel: +44 (0) 1420 22862 Fax: +44 (0) 1420 22863
E-mail: learning@invincible-energy.com www.invincible-energy.com