Oil Marketing - Invincible Energy

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