Marketing big oil
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An overview of my first book on the oil industry.
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Marketing big oil
- 1. Marketing Big Oil: Brand Lessons from the World’s Largest Companies PROFESSOR MARK ROBINSON, CHAIR, MARKETING DEPARTMENT VIRGINIA INTERNATIONAL UNIVERSITY, SCHOOL OF BUSINESS FACULTY SPEAKER SERIES – JUNE 9, 2015
- 2. Who is Big Oil?
- 3. Why We Love to Hate Big Oil Companies • People generally dislike Big Business of any kind • Big Oil companies always ranked within the Top 15 of Fortune Magazines’ Fortune 500 • The cause of the oil and gas industry's bad image is most likely the frequent and sometimes inexplicably large spikes in the price of gas. • The oil and gas industry may get dinged by some Americans for its perceived poor environmental record • How many of you remember the Arab Oil Embargo (1973-1974)? • Political upheaval in Iran (1979) • The original Big Oil company was Standard Oil • Formed in 1870 it was broken up in 1911 because it was a virtual monopoly • The company was accused of using very aggressive tactics in its business dealings
- 4. Gallup Poll Americans Rate Computer Industry Best, Oil and Gas Worst (2012) Top 5 Best Computer Industry Restaurant Industry Retail Industry Internet Industry Farming and Agriculture Industry Top 5 Worst Airline Industry Real Estate Industry Banking U.S. Federal Government Oil and Gas Industry Gallup organization poll August 16, 2012. “Americans Rate Computer Industry Best, Oil and Gas Worst.” Accessed April 11, 2014. http://www.gallup.com/poll/156713/americans-rate-computer-industry-best-oil-gas-worst.aspx
- 5. Gallup Poll Americans Rate Computer Industry Best, Oil and Gas Worst (2014) Top 5 Best Restaurant Industry Computer Industry Farming and Agriculture Industry Retail Industry Travel Industry Top 5 Worst Airline Industry Healthcare Industry Legal Field Oil and Gas Industry U.S. Federal Government
- 6. "With Robinson's background in oil, and his extensive travels around the world, this book offers a balanced view of an industry which has traditionally focused on engineering obstacles and price gyrations rather than endearing themselves to the consumer. Some recent catastrophic events have shown the importance of a strong corporate brand and good PR, and Robinson's analysis connects decades of events into a common thread. I wonder why no one thought of such an interesting subject before?" - Christopher G. Nicholson, Founder, Deloitte Global Energy and Resources "This book is exhaustively researched and a wonderful account of the history of the so called Big Oil companies and their public image problems. Dr. Robinson carefully crafts how these companies shape what they say about themselves and create a public image in marketing campaigns. With choice languages and symbols, they frame a message to be received by consumers that may or may not reflect what these big oil companies actually do. The breadth and depth of this penetrating work shows the disconnect between what these oil companies say and their corresponding actions. As an African that has lived the contradictions of perceptions and experiences from these oil companies, I salute Dr. Robinson for his insight and courage in helping us understand how these oil companies operate in emerging markets. This is a gripping and a compelling work that takes you inside the making and operations of the big oil companies." – Dr. Stephen Onu, School of Business