Marketing Campaign for Exxon Mobil QATAR - Case Study Example

Marketing Campaign for Exxon Mobil QATAR Introduction ExxonMobil Qatar Inc (EMQI) functions as a subsidiary of the parent company d ExxonMobil Corporation, which is presently the largest traded petroleum and natural gas company operating on a global context. The involvement of EMQI in the energy industry of Qatar has been an important consideration based on which the company has been able to expand beyond ‘Liquefied Natural Gas’ (LNG). EMQI has been working with Qatar Petroleum based on joint venture strategic alliance with the aim of developing the largest LNG field. In this respect, the company with the assistance of strategic alliance has been able to make Qatar the largest exporter of LNG globally. EMQI works in an associated manner with Qatar Petroleum for using the country’s natural gas reserves efficiently, so that LNG is produced in an adequate quantity. At EMQI, the management is committed towards promoting increased participation of the people of Qatar in the workforce. The company has named this concept as Qatarization. In addition, the company is identified to conduct operations on the basis of business ethics. In this regard, the operations of the company are based on certain factors that include integrity, consistency and reliability among others (Exxon Mobil Corporation, n.d.). Fieldwork The fieldwork was conducted with the help of several interview questions that were being asked to gain additional knowledge about the company’s present marketing strategy. Some of the important questions that were being asked on marketing strategy that is currently used and formulated for improving competitiveness. The focus was to draw attention on what have been some of the successful marketing campaigns that the company has been able to employ and in addition, list the major objectives of such campaigns. If the campaigns have proved to be successful, then the success rate would increase and accordingly, would change the image of EMQI in the minds of the customers. The interview also addressed some other questions such as future prospects of EMQI in the field of marketing and the procedure based on which the company would deploy them. The interview conducted with the marketing manager was an important source to know whether the company has been able to embrace technology in the marketing campaigns that were presently being implemented throughout the organization or not. In case, if the technologies are not implemented successfully, then what could be the possible future plans of EMQI for its continuous expansion in the long-run. Fieldwork Results After a long discussion with the marketing manager of EMQI, the results obtained were informative and beneficial for present and future references. The main target groups of the company involving application of marketing strategy included end consumers, business partners, shareholders and host government in Qatar and other countries. Some of the vital marketing strategies that the company had employed included advertising by means of print media, TV commercials, websites, car stickers as well as advertisements based on internet. The TV commercials complimented the print media such as business magazines, journals and economic newspapers. These advertisements included information relating to company’s profile and its financial programming. The advertisements are telecasted on the national channel of Qatar. EMQI has been also identified to be organizing different sport events that include golf, tennis and hockey tournaments. The company organized sport events as a procedure of marketing campaigning, as the customers through these sport events are able to obtain adequate information in relation to products and services offered by the company. EMQI has used students of best University in Qatar with the aim of supporting science and technology in schools for making a better reach to a large number of people. In addition, the company has been identified to be using technology that includes websites and social networking sites such as Twitter and Facebook among others as marketing strategies for marketing its products and services effectively. The company has also engaged in different corporate social responsibility for generating better awareness about safety measures. The company has also planned to develop partnership with other companies for generating better awareness amid customers in Qatar about the products and services offered (ExxonMobil Sila Magazine, 2013). In this regard, from the findings of the fieldwork, it has been recognized that the company has adopted marketing campaigns with the aim of promoting products and/or services, and benefits that are offered by EMQI. It has been also identified that the marketing campaign will aid the company in developing as a premier petrochemical company. In addition, the company will be assisted in communicating strategies as well as vision relating to the Vision 2030 of Qatar (ExxonMobil Sila Magazine, 2013). Marketing Campaign Campaign Goals and Tracking The core objective of the marketing campaign is to maintain the status of EMQI as a premier name in the field of marketing, making use of environmental sustainability. To achieve this objective, the company has planned to reach to a number of customers with better understanding of its products and services offered and the benefits, which the customers will receive from the company. An initiative named “Protect tomorrow. Today” outlines the company’s expectations for each of its businesses to simulate greater environmental performance, drive environmental incidents to zero and attain industry wide performance. ExxonMobil Qatar also instigated its research program focused on the marine environment of Qatari coastline. The study was commenced by ExxonMobil to evaluate the levels of left over chlorine and chlorination by-products in the Gulf. The study provides a sound technical base to facilitate judgment of the possible ecological risk to the Gulf environment as a consequence of the industrial activities. EMRQ is also performing research that will enhance understanding about coral reefs with the use of ‘Pulse amplitude Modulation Fluorometry’ and importance to Qatar’s marine environment. EMRQ has remained committed to expand its work at Qatar Science and Technology Park for its research on water reuse that will investigate water treatment technology for the beneficial application of treated industrial wastewater (Exxon Mobil Corporation, 2014). Target Audience, Customer Insights and Targeting Through the campaign, EMQI also aims at obtaining better understanding about the customers in relation to prices, so that products and services are offered at competitive rates with governmental institutions are their targeted audiences. Qatar Petroleum International and ExxonMobil signed a Memorandum of Consideration that increases their collaboration and seeks to make available for combined activities to assess unconventional natural gas resources and definite LNG opportunities. Qatar Petroleum and ExxonMobil will be functioning mutually to develop an unsurpassed LNG business in Qatar, supplying cleaner burning natural gas to marketplaces across the world. Now, both the organizations will be devoted towards discovery of opportunities in North America and other places on the basis of longstanding and strategic cooperation (Thomson Reuters, 2014). Key Campaign Messages and Offers The market campaigning is conducted by EMQI with the aim of promoting the message of aligning operations with the Qatar’s Vision 2030. The company is devoted towards hiring employees from the communities where it operates. In addition, the company is recognized to conduct different campaigns for developing a better image and position in the global market. In Africa, as the work progresses, EQMI is applying a proven strategy towards workforce nationalization. The company finances and implements its own training and apprenticeship courses using both in-country and international educational opportunities, so that operations are performed with better safety measures. In 2004, EQMI initiated a new charitable curriculum in Nigeria that utilizes employees as mentors and teachers of secondary school children. A new master’s degree program in petroleum geology and mining are being offered in Agostinho Neto University in Angola. As part of its longstanding support for education, EQMI has spent $3 million to finance educational projects for women and girls in the developing world by educating them through a multiyear based initiative. This ensured that schools are free, accessible and safe, having adequate drinking water and latrine amenities, which helped in eliminating some of the most widespread hindrances for girls who are attending schools. ExxonMobil provides wages to its employees on the basis of his or her performance. These wages are strong and competitive, which would attract and retain competent employees. In Cameroon, EQMI launched a social need assessment campaign, which was intended to provide both short and long term improvements towards existing standards of living, targeting issues such as healthcare, housing, agriculture and education (Exxon Mobil Corporation, 2005). In order to achieve the campaign purpose, the company will focus on its upstream business, which is currently generating 70% of revenues and will deal with exploration and production of products according to customer’s needs, acquire other companies such as XTO along with partnership with other companies for uplifting tariff barriers and import quotas. It will also provide local understanding about customs for surmounting government regulations. The restricted execution of ExxonMobil upstreams are underpinned by a persistent focus on operational superiority. The significance of implementing business strategy mainly depends on scientific deliveries. These deliveries are the sustenance for the company. ExxonMobil is dedicated towards enhancing the long term worth of invested dollars entrusted to the business by the shareholders. For fulfillment of customers’ requirements, the company is constantly trying to innovate and launch new products in the market for satisfying the ever-changing demands of the customers. The excellent superiority of the company’s workforce provides an important aggressive benefit. This personnel force is provided eminence training about use of complicated machinery and operating environments. Campaign Media Plan and Budget The campaign to be successful will focus on use of several kinds of media channels that can be used for promoting its brands. First, the company will have to develop a quality marketing plan that will include the goal of campaign, the target market, the message to be delivered and use of the communication channel in an effective manner. Marketing campaign will only be victorious if accurate messages are communicated effectively for reaching the desired market by using the best communication channels. The traditional channels of communication will include use of radio and television, publications through newspapers, journals and magazines, telephones, billboards along with face-to-face communication. New and modern channels of communication will include advertising on specific websites, blogs, e-mails and social media technologies. During its campaign, ExxonMobil will spend an estimated budget of $12,836,604 on a global basis. The basic plan for the budget is provided hereunder. Media Plan Time & Frequency Budget Allocated 1. Traditional Channels Advertisement Media : TV & Radio 2 months with a frequency of 2 ads per hour $2,518,378 Print Media : Newspapers and Magazines 3 ½ months with frequency of 2 days in a week $1,214,618 Telephones and Billboards 3 months on a weekly basis $587,462 Face to face communication 1 ½ months on a weekly basis $2,247,951 2. Modern Channels Blogs & Websites 3 ½ months on a regular basis $1,446,153 Social Networking Sites 2 months on a regular basis $1,874,783 Video Channel (YouTube and Daily motion) 1 ½ month on a regular basis $2,947,259 Total Expenses $12,836,604 Campaign Execution Marketing strategies are important for proper establishment of marketing goals. Advertisement in newspapers will be used for creating a better awareness amid local people of Qatar. The websites will display adequate information to the customers about the products and services to be offered. Additionally, for executing the campaign with a better reach, the company has been organizing events. The success of direct marketing using letters, telephone, postcards or mails will vary depending on the business of the company. E-mail campaigns certainly would be an effective marketing channel for the company in terms of building better relationship with customers and employees. Both traditional and modern marketing tools would have independent benefits for the company. Traditional methods of marketing such as print media that include newspapers, newsletters, magazine and brochures and broadcast media comprising TV and radio are proven techniques with high rates of success. On the other hand, digital media such as websites, social networking websites, content marketing, banner ads, video marketing and Google ads are known to be cost effective methods of marketing. They have an unprecedented audience reach and allow direct response from intended audiences. As the customers are shifting towards a modern economy, the company must take into account the aforementioned marketing channels with the aim of reaching maximum number of customers (Hans-Ruediger, 2012; Exxon Mobil Corporation, n.d.). Conclusions and Recommendations Based on the above discussion, it can be comprehended that EMQI is a part of ExxonMobil Corporation. It is a leading petrochemical company in Qatar. It has been identified that the company has conducted different market campaigning operations through websites, social activities and organizing events among others. The company has adopted different marketing channels with the aim of executing market campaigning operations in a cost effective way. In this respect, EMQI with the intention of improving the effectiveness of the market campaigning activities is required to make adequate investments in different channels of marketing. The company with the implementation of both traditional as well as modern marketing tools that include newspaper, TV, hoarding, radio, websites and social media technologies for creating a better awareness about the products and services, and benefits offered to a large number of people. In this regard, the company with the assistance of the marketing tools will be able to create a better awareness about the sustainability programs based on which operations are performed environment conscious manner (Hans-Ruediger, 2012; Exxon Mobil Corporation, n.d.). Respectively, the campaign slogan will be ‘Environment sustainability in EMQI’. References Exxon Mobil Sila Magazine. (2013). 20 years ExxonMobil milestones in Qatar. ExxonMobil Qatar Inc edition 18, 1-31. Exxon Mobil Corporation. (2005). Our presence in Africa. ExxonMobil in Africa, 1-12. Exxon Mobil Corporation. (n.d.). About us. Retrieved from http://www.exxonmobil.com.qa/Qatar-English/PA/about.aspx Exxon Mobil Corporation. (2014). ExxonMobil Research Qatar. Retrieved from http://www.exxonmobil.com/Qatar-English/PA/about_what_research.aspx Hans-Ruediger, K. (2012). Customer-Centric marketing strategies: Tools for building organizational performance: Tools for building organizational performance. USA: IGI Global. Thomson Reuters. (2014). Update 1-qatar, Exxon to cooperate on natural gas in North America. Retrieved from http://www.reuters.com/article/2013/04/15/qatar-exxon-idUSL5N0D23VY20130415 Read More