Introduction
This course will help you to understand how successfully to market oil products in one of the world’s most competitive environments. No matter how experienced an oil marketing executive you may be, the ability to differentiate, promote, market, and sell your products and services is the single attribute that will help to distinguish you in your role.
Learning how to be a better marketer will enable you to progress in your career, while permitting your organization to gain the maximum benefit from your skills within this technically challenging sector. Simply being able to make effective marketing decisions isn’t just about using the information in front of you. Importantly, it’s about being able to find a commercially viable compromise, often between varied parameters.
This course will examine:
- An oil product marketing overview, including key sectors such as retail, commercial aviation, marine, lubricant, bitumen & Sulphur, biofuel, pipeline & midstream
- The issues and challenges associated with marketing oil products
- Oil product marketing trends – how products are evolving, and how marketers can respond to these new opportunities
- Devising and implementing a successful commercial marketing strategy
- The value of effective branding within the oil product marketing sector
Course Objectives:
By the end of this training course, participants will learn to:
- Collate, strategies and roll-out an effective and sustainable oil product marketing plan
- Have an awareness of the external factors influencing local, regional, national, and international markets
- Have available a full-featured suite of marketing tools to craft and implement a focused marketing message
- Derive an understanding of the operation of the sector focused media
- Capitalize on your understanding of this highly competitive marketplace
Who Should Attend?
This Oil Products Marketing training course is designed to benefit a wide range of professionals, including existing and prospective industry marketing personnel, directors and other staff within the sector
In particular, the following will find it invaluable:
- Existing personnel in the oil product sector, who are looking to migrate to a marketing-related function
- Experienced marketing staff looking to gain a greater insight into the sector
- Those new to the oil product industry
- Staff and personnel involved with pricing and product distribution
- Staff seeking to understand how micro and macroeconomics affect their marketing operations
Course Outlines:
The Oil Product Sector – An Overview of Market Dynamics & Distribution Channels
- The basics of marketing oil products, including market dynamics and distribution channels
- Commonly marketed downstream products and the issues & challenges influencing & driving their marketing
- Defining your message, categorizing your customers segments and analyzing their needs & expectations
- How can branding make or break your oil product marketing?
- Upstream versus downstream – the key issues driving each segment
Wholesale Marketing in the Oil Product Sector
- How wholesale sales, distribution channels and reseller sales operate
- Using the AIDA model in relation to terminal and rack sales
- Conducting a PESTEL analysis – assessing how your marketplace functions using external observations and feedback
- Market structures and market dynamics, including regulatory and external factors
- Distribution channels and their effect upon the marketing mix and profitability
- Pricing structures and using industry standard tools to define your product positioning
- Standing out in a crowd – what makes your product unique?
Retail Marketing in the Downstream Oil Sector
- Using retail psychology and buyer behavior techniques to market products to customers
- Developing and leveraging your key brand differentiators
- Why segmentation and positioning are critical to fuel, lubricant and other downstream product successes
- Porter’s Five Forces in relation to retail oil product marketing
- Marginal utility and diminishing returns – where profits and how are made in the sector
- Adding financial benefit via value chain analysis
- Evaluating the impact of future product developments on your marketing mix
Integrating you Marketing Mix Across Multiple Platforms in the Oil Product Sector
- Integrating your marketing campaign techniques to maximize ROI
- Crafting and developing your social media platforms to leverage customer reach
- Maximizing your social media metrics across multiple digital platforms
- Reaching and influencing key accounts, customers and consumers via digital channels
- Generating clicks and conversions – harvesting your database
- Developing a fully integrated digital strategy to wrong-foot your competitors
Delivering the Future
- Driving a future-proof marketing strategy that’s fit for purpose
- Demonstrating and proving value to your board and shareholders
- Working with ambassadors, pressure groups and thought leaders to present a compelling business offering
- Leveraging internal comms to refine your brand values
- Working with internal stakeholders to develop a bulletproof business case, strategic plan and implementation timeline