Oil Marketing - Invincible Energy

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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
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Oil Marketing - Invincible Energy

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