bp oil spill cleanup cost

Are energy companies and the marketing strategy of the brand as oil and water?

Sometimes, an oil company experiencing an ecological disaster of catastrophic proportions. As evidenced by the recent oil spills in the Gulf, Exxon Valdez oil and a host of other ecological disasters, these events are a tragic power industry occupational hazard. In theory, should not be a surprise – since an earthquake in California would be a surprise. Of course, a fairly large earthquake in Los Angeles will generate news coverage across the country. The question of point of view brand marketing is simple: Is there something that oil companies can do, given the likelihood an oil spill?

To answer this question, it is useful to backup are actually very large and profitable – even when the economy is in the proverbial toilet. In the deep recession of 2009, when almost all the world is suffering financially, the oil companies Apparently, the oil companies always take advantage of financial opportunities, regardless of the wishes of consumers. These companies are often regarded as monopolistic, greed, price manipulation, predatory goliaths. In 2008, a Harris poll of 20 major industries, only the industry Tobacco was a rating lower than the oil companies on the theme of good or bad a job they do in the service needs consumers.

Arguably, the point of view image, the energy companies have already started on the wrong foot. After all, what love is about an oil company? Do you trust them? Do you have any affinity with any other oil company? Do they all anything for you as a person? You feel good anyway? This makes it more difficult for an oil company to conduct marketing Tactical brand and preparing for the worst. The energy sector should be among the worst public relations and brand industries. We know all about the nightmare Exxon Valdez in 1989 that was widely regarded as the worst fiasco of PR firms all the time. But what made the industry to fight against its image from?

Arguably, in fact, been some positive developments. Take the Gulf oil spill in progress. BP has a disaster in their hands, and they have clearly learned a lesson in public relations disaster of Exxon. The CEO of Exxon was not found until six days after the Valdez disaster. When he finally appeared, it was only to hold a press conference to deny their responsibility to disclose the plan to clean up the mess. Also blamed the media for turning the discharge into a major problem. His refusal of interviews with the means and the absence Total remorse has highlighted one of the worst fake leg in the history of RA. Conveyed an "ivory tower-esque" tone of arrogance. To its credit, the CEO of BP, Tony Hayward, has learned from the mistakes of Exxon and public relations was in the air and takes full responsibility Funding for the cleanup of spills.

Regarding the marketing strategy of the brand is concerned, it is fair to say that oil companies have increased their efforts to give a more positive image for the consumer. Shell emphasized on advanced technologies and improvements in product performance and sponsorship, as the Eco-Marathon, Exxon Mobil has supported the education Scientists, BP and others have focused on its "green" strategy. Unfortunately for BP, the positioning is difficult to maintain given Gulf oil spill.

Even with increased efforts, we do not pretend that the problem went away (as if it was an easy thing to make this point). Marketing and branding work is far from the oil companies do. Oil companies and energy must develop a strategy sincere, long-term build brands that connect with consumers on an intellectual and emotional. In short, there must have a plan to evoke positive consumer sentiments.

A good way to improve their marks would become good corporate citizens. Companies oil companies are making huge profits, then this return? A comprehensive study of the Committee Encouraging Corporate Philanthropy of the energy industry shows that the median donation total percentage of turnover (0.05%) is the lowest of all other major industries! [For reference, the companies provide health care for 0.6%, or 12 times the energy companies.] Once again, the oil companies do not understand the concept mark.

In any event, the Gulf oil spill BP should provide competitors an opportunity to strengthen its strategy brand marketing to capitalize on the public's desire to improve the safety of drilling and processing stages. Competitors must highlight measures that are currently underway to prevent the next major ecological disaster.