Marketing of Petronas
To promote the company and its product in global marketing context, the company may use TV/video advertisements, print advertisements and the concept of e-marketing. Business meeting were also imposed by the company to reach their target market. These promotion and communication strategy will tend to meet the consumers from different places everywhere in the globe, especially those target markets
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As part of promotion strategy, Petronas should made it a regular practice to move its best managers from positions in one business unit to assignments in the other two business segments to promote the transfer of skills, practices, know-how, and innovative ideas from one business to another because it is believed that such shifting of key personnel helped Petronas capture strategic fit relationships among its different businesses, build stronger competitive capabilities, and keep managers’ thinking fresh and innovative.
To attain success in globalisation, Petronas should be also aware to the possible effect of competitions. Rivalry analysis, price tactics, marketing strategies and business development procedures should be carefully evaluated. A lot of business organisations and companies engage in and focus on international marketing, with the desire for more profits, sales and recognition from consumers. International marketing also allows business organisations opportunities for further development and improvement, in terms of their products, services, strategies, systems, and perations. This is because international markets offer vast business opportunities for firms with a product or service in high demand, in line with newness, cultural adaptation, attractiveness, and appropriate marketing strategies that can assist them particularly. There are few examples of marketing strategy such as firstly is promote it as ‘Coffee Break’ Campaign for festival season such as Aidilfitri, Chinese New Year and Deepavali.
The ‘Coffee Break’ campaign aimed to promote road safety awareness and encourage travellers to take a break and refresh themselves at participating Petronas service stations before continuing their journey home during the festive season able to refuel his car with Petronas primax 3 while his family enjoys a variety of food and beverages sold at the Kedai Mesra outlet. Secondly is with Launch of the new Petronas Retail Services Campaign. The Company launched its latest Retail Services Campaign and presented joint-promotions with its business partners who included those from the Quick Service Restaurants, Banks, Touch & Go and E-pay.
They were given the opportunity to participate and enjoy the exclusive promotions offered for a two-month period at selected Petronas Service Stations nationwide. In addition, new TV commercials were also aired over the local TV networks. Thirdly is promote in the way launch the programme in the media as ‘Jalan-Jalan Cari Makan’ on TV3. The Company’s LPG Business Division through gas Petronas together with Sistem Television Malaysia Berhad (TV3) launched another round of its ‘Jalan-Jalan Cari Makan’ programme. Read about Skittles target market
This season of the hit TV series featured a local celebrity host on a nationwide exploration to review and highlight selected local eateries, each with its unique characteristics. Safety tips and guides on the usage of a proper LPG cylinder were also featured in the programme. Next is Launch of Mesra Drive-Thru, First Drive-Thru Convenience Store. The Company introduced Petronas ‘Mesra Drive-Thru’, a 24-hour drive-thru convenience store (C-store), as an added facility at Petronas Station in the effort to provide greater convenience to the customers.
Next is with Fostering a Better Nation through Education. The Petronas continued to support and sponsor various schools nationwide to provide better learning opportunities for students particularly schools located in the rural areas. They give place to study in University Teknologi Petronas and also have provided sponsorship and providing a more conducive learning environment for the students. This is one of the good opportunity to the students.
This are few ways of the marketing strategy to make petronas achieving organizational goals depends on knowing the needs and wants of target markets and delivering the desired satisfactions. In addition, when Petronas focus on international marketing, they are given the chance to gain more knowledge and information in their industry, thus, having the opportunity to provide more innovative services and products to their consumers. Merging, acquiring and partnering with local companies have been a key component of Petronas ’ international expansion and response to globalisation.