Review of Petron's Marketing Campaign

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A Review of Petron’s Marketing Campaign
Ateneo Graduate School of Business
V81 Marketing Management S13
ESPIRITU | LAQUI | PANEL | SURALTA

PRESENTATION OUTLINE
Petron’s Brand Positioning and Strategy Analysis
1. Profile: Primary Target
2. Problem or Pain
3. Present Solution to Pain
4. Proposition or USP Unique Selling Proposition
5. Positioning Map (Parity and Differentiation)
Competitor's Brand Positioning and Strategy Analysis
Proposition or USP Unique Selling Proposition
Better Brand Strategy

1. PROFILE: PRIMARY TARGET MARKET
• 30 to 40 years old
• Married with children (appeals to families and
friends)
• Class A and B
• Have at least one vehicle in the household
• Loves adventure and long drives
• Customers who are looking for reliable fuel
services

2. PROBLEM OR PAIN
Primary target market needs:
• Top Tier Gasoline: Quality fuel that will
take care of vehicles
• Gasoline that adheres to environmental
standards
• Reliable gas station located near them
• Convenient gas up experience
• Gas station that extends promos, loyalty
programs, and discounts

3. PRESENT SOLUTION TO PAIN
• Gas up using a mixture of fuel brands
• Gas up with Shell, one of the most cost-efficient
fuel brand in the country.
• Gas up with Petron, that has the greatest number
of fuel stations and offers excellent motorist
assistance program.

4. UNIQUE SELLING PROPOSITION
Kasabay sa Lakbay: Ano mang panahon at sitwasyon
• Fueling the Nation: Emphasizes that it is Filipino-
made that is why it can keep up with every Filipino
motorist
• Reliable gas station that everyone trusts
• Service Station includes clean and accessible
restrooms, food stores, and other shops
• Fueling the Journey: Highlighted during Lakbay
Alalay

5a. COMPETITIVE POSITIONING MAP: 2X2 MATRIX
2x 2 Matrix
Price
Competitive Cheap
Service
Station
Network
Extensive Petron
Limited
Shell &
Caltex

5b. COMPETITIVE POSITIONING MAP: BENEFITS MATRIX

UNIQUE SELLING PROPOSITION
Shell Fuel Save: So Lit Sa Tipid
• Targets motorists from 25 to 35 years old
• Single, starting up with careers
• Looking for great savings opportunities
• Appeals to market B and C

UNIQUE SELLING PROPOSITION
Tuluy-Tuloy ang Biyahe: Enjoy the Journey
• Emphasizes reliability for motorists
• Public Utility Vehicle drivers for Balik-Biyahe
• Emphasize “Tuloy-Tuloy ang Biyahe” for
income recovery
• Appeals to market B and C

BETTER BRAND STRATEGY
• Provides deepest understanding on
Filipino motorists needs
• It was able to leverage on 4Ps: product,
price, promo, and place
• Constant advancement of technologies
for better performance

2. Problem or Pain
PRESENTATION OUTLINE

Espiritu, Erwin
The use of 5-P Marketing Plan Template
PETRON’S MARKETING
CAMPAIGN
(A review to Petron’s Marketing Strategy)

PETRON’S MARKETING CAMPAIGN
• To review Petron’s market proposition.
• To understand Petron’s strategy using 5-P
Marketing Plan Template.
• Comparison of Petron to its competitors.
• Determine who has the better brand strategy.
Questions and Objectives

Outline
Petron and Competitor Analysis
1. Profile: Petron’s Primary Target Market
2. Problem or Pain? : Petron’s Challenges
3. Solution to Pain
4. Preposition or USP
5. Positioning Map : Petron’s vs. Competitors
Who has better marketing strategy

• Filipino oil refining and marketing company
• Leading player in the Malaysian market
• Produces premium fuels and petrochemicals
• More than 85 years in the market
• Primary Target Market: Intergenerational Filipino
Motorists (Ages 25 to 40)
Profile : Primary Target Market

• Petroleum products are used in automotive,
electricity generation, industrial sector
• Changing customer preference toward to a much eco-
friendly source of energy.
• In 2018 global use of renewable energy
records 26.2 percent.
• Same year SMC which the mother company of
Petron announces heavy investment on renewable energy
source.
• Emerging competition between petroleum products
versus Renewable energy sources.
Problem or Pain : Petron’s Challenges

• Adding eco-friendly petroleum on Petron’s products
line like Petron Blaze 100 Euro 6 that exhibit care to
nature.
• Adaptation of the renewable energy concept
by expressing interest in putting-up electric vehicle
charging station.
Solution to Pain

Petron’s USP evolves as the market becomes more tough.
USP : Kasabay sa Lakbay

Environment
Friendly
Positioning Map
Good
Quality
Competitive
Price
Cheaper
Price

• Expanding the range of their operation by putting-up new
stations that can satisfy their USP “Kasabay
sa Lakbay”.
• Offering timely promotion that can caught the
attention of the primary target market.
Panalo : Petron’s Winning Strategy

• Dominate the petroleum market share in the
Philippines.
• Able to attract their primary target market by
offering timely promos.
• Maintain to be the lead by expanding scope of
operation.
Who has the better marketing strategy?

Laqui, Hillary Ynna
KASABAY SA LAKBAY: A
REVIEW OF PETRON’S
MARKETING CAMPAIGN

OUTLINE
2. Problem or Pain

• 30 to 40 years old
• Married with children (appeals to most
families)
• Class A, B, and C
• Customers who are looking for quality and
reliable fuel and services (e.g., air, water,
windshield cleaning)
PPICTURE HERE
Kasabay sa Lakbay

2. PROBLEM OR PAIN
Primary target market needs:
• Quality fuel that will take care of vehicles
(e.g., fuel with good additives, no water,
and well-calibrated)
• Reliable gas station located near them
• Convenient gas up experience (complete
with air and water, windshield cleaning)
• Gas station that extends promos, loyalty
programs, and discounts
Kasabay sa Lakbay

Kasabay sa Lakbay
Petron offers the following:
• Quality fuel for different RON requirements
aligned with Euro 4 to 6 standards
• Extensive 2,400 service station network
• One-stop shop for fueling, auto repairs, food, and
shopping
• Offers discounts, perks, and benefits through
Petron value card and several promos

Kasabay sa Lakbay: Ano mang panahon at
sitwasyon
• Emphasizes that it is Filipino-made that is
why it can keep up with every Filipino
motorist
• Reliable gas station that everyone trusts
• Service Station includes clean and
accessible restrooms, food stores, and
other shops
• Highlighted during Lakbay Alalay
Kasabay sa Lakbay

5a. COMPETITIVE POSITIONING MAP: 2X2 MATRIX
Kasabay sa Lakbay

5b. COMPETITIVE POSITIONING MAP: BENEFITS MATRIX
Kasabay sa Lakbay

SHELL’S UNIQUE SELLING PROPOSITION
Shell Fuel Save: So Lit Sa Tipid
• Emphasizes efficient gas up experience by
getting more out of your drive
• Appeals to market A, B and C with
endorsers Maine Mendoza, Drew
Arellano, and Nico Bolzico

CALTEX’S UNIQUE SELLING PROPOSITION
Tuluy-Tuloy ang Biyahe: Enjoy the Journey
• Emphasizes reliability for motorists
• Appeals to market A, B and C with
endorser Dingdong Dantes

BETTER BRAND STRATEGY
Petron:
• Is able to appeal to motorist’s emotions
through nostalgic ads and was able to
emphasize that it is Filipino-made
• It was able to leverage on 4Ps: product,
price, promo, and place
• It has a wide customer base with income
earners of class A, B, and C

Laqui, Hillary Ynna
KASABAY SA LAKBAY: ANO
MANG PANAHON AT
SITWASYON

A Review of Petron’s Marketing Campaign
Mitti A. Panel

Petron and Competitor Analysis
• Profile: Primary Target
• Problem or Pain?
• Present Solution to Pain
• USP Unique Selling Proposition
• Positioning Map (Parity and
Differentiation)
• Brand Strategy

Profile: Primary Target Market
• Target individuals aging 30-40 years old
• Has established “kasabay sa buhay”-- friends
& families
• Belongs to Class A, B & C group
• Have at least one vehicle on the household
• Loves adventure and long drives

Problem or Pain??
• “top tier gasoline”– gasoline with more fuel additives that
maximizes car efficiency and reliability
• High-quality gasoline that adheres environmental
standards
• Clean and accessible gasoline stations
• Convenient and reliable gas up experience
• Frequent promos, discounts and rebates offers

Present Solutions to Pain
• Turbo Diesel- high-performance, technologically advanced fuel with
TriAction Advantage
• Integrated Management System (IMS)-certified terminals and
refinery plants
• Petron Blaze 100 Euro 6 gasoline, adhering to the strictest
standards of DOE’s mandate
• Launching of Petron High Temperature Protection

Present Solutions to Pain
• 5.8 million Petron Value Card holders & 2,500 active Petron Fleet Card
accounts
• Super Driver Card, provides public utility jeepneys with added
discounts and benefits
• Over 2,400 service stations nationwide
• Rehabilitation of nine stations, upgrade of pumps and tanks at 120
stations, improvement of restrooms at 715 stations

Unique Selling Proposition
• Intergenerational Campaign reflects life
journeys of Filipinos with Petron
• Emphasizes how Petron been a reliable
partner from generations to generations
• “Fueling the Nation”: Serving majority of
Filipino motorist with vast network of
service stations.

Preposition or Unique Selling
Proposition
• “Fueling the Journey”: Fuel Wise campaign &
Petron Lakbay Alalay as the longest running
motorist program
• “Fueling the Hope”: (Helping the Filipino
Children and Youth Overcome Poverty through
Education)

Preposition or Unique Selling
Proposition
• The USP also emphasizes how Petron had been
constantly present and reliable for every
generation’s adventure and would continue to
be there for future generations

Competitive Positioning Map (2x2)
2x 2 Matrix Products & Services
Extensive
Networks
Limited
Networks
Cost-Efficiency
Low Price –
Low Quality
Caltex, Shell
High Price -
High Quality
Petron

Competitive Positioning Map (Benefit Matrix)
Benefit Matrix Petron Shell Chevron Others
Points of Parity
Loyalty and rewards cards
Wide variety of oils &
lubricants
Car Care Centers
Accessible gas stations
Points of Differentiation
Pricy but High Quality
Vast Network Stations
Octane Rating of 100
TriAction Advantage

Brand Strategy (Competitor’s USP)
• Targets 35-45 years old
• Married, at least 1 child
• Public Utility Vehicle drivers for Balik-Byahe
• Emphasize “tuloy-tuloy na byahe” for income
recovery
• Targets 25-35 years old
• Single, starting up with careers
• Looking for great savings opportunities
• Emphasizes affordable fuels

• Provides deepest understanding on Filipino motorists’ needs
• Emphasizes quality and memorable experience with “mga
kasabay sa lakbay”
• Availability vast networks stations
• Excellent customer service and assistance
• Constant advancement of technologies for better
performance

Suralta, Arvin
KASABAY SA LAKBAY:
ENJOY SAFE AND
WORRY-FREE JOURNEYS

KASABAY SA LAKBAY
2. Problem or Pain?
4. Preposition or USP Unique Selling
Proposition
6. Panalong Brand Strategy
Outline

Marketing Campaign: Intergenerational service
to Filipino families
Target Market: Family heads
Age: 45-55
Needs: Break from obligations
Interests: Outdoors through road trips
Willingness to Pay: Class AB
Preferences: Driving over flying for travels
Culture: Values strong family ties
PPICTURE HERE
Kasabay sa Lakbay

2. PROBLEM OR PAIN
Life is always busy. Families need:
• To slow down, take a breather, and stop
for a break.
• Easy and smooth road trips with a
service-checked and roadworthy vehicle
• Travel assistance programs provided by a
reliable fuel company
• Fuel station amenities: clean rest rooms
and emergency medical services
PPICTURE HERE
Kasabay sa Lakbay

• Gas up using a mixture of fuel brands: No
great harm, but each brand has a detergent
package designed to work in its own way. By
mixing brands of gas, added packs may not
work properly and keep things clean.
• Gas up with Shell, one of the most cost-
efficient fuel brand in the country.
• Gas up with Petron, that has the most number
of fuel stations and offers excellent motorist
assistance program.
Kasabay sa Lakbay

Kasabay sa Lakbay: Petron ensures that
holiday travelers enjoy safe and worry-free
journeys.
Petron employees offer their time to serve
at designated Petron Lakbay Alalay
locations:
• free service checks to ensure vehicle
roadworthiness
• free medical assistance
• clean rest rooms
• free goodies from partner establishments.
Kasabay sa Lakbay

6. PANALONG BRAND STRATEGY
• Petron sees the need to gain the loyalty of
families-even across generations to ensure
continued success.
• Due to its robust distribution network, Petron
supplies more Filipinos than any other fuel
brand.
• Petron has the largest network of service
stations that offer excellent motorist
assistance programs for a safe and worry-free
journey.
Kasabay sa Lakbay

Review of Petron's Marketing Campaign

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