Planning

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Planning

  1. 1. BP   One  of  the  biggest  companies  in  the  world  with  over  100k  employees   The  largest  oil  and  natural  gas  producer  in  the  US  and  UK   The  largest    non-­‐OPEC  oil  producer  in  the  world     BP  approach      which  is  the  issue  of  convenient  one-­‐stop  shop  for  peoples  time-­‐starved  lives   needs  are  met   The  design  of  the  store  is  mode,  energetic  and  has  an  inviting  look  and  feel.     Brand  identity  is  less  about  products  they  sell  and  more  about  the  relationship  with  the   to  provide  the  energy  which  make  is  possible  for  people  all  across  the  globe  to   have  more  choices,  more  opportunity  and  a  better  way  of  life,  today  and  tomorrow   BP  want  to  be  distinctive  in  terms  of  how  they  contribute  towards  the  community    by  giving   consumer  a  choice  of  clean  fuels    without  lead,  sulphur  or  benzene      of  solar  panels   New  brand  identity    called  Helios    named  after  the  Greek  sun  god   The  shape  of  the  BP  Helio  resembles  a  burst  of  energy  and  alludes  to  a  sunflower;  both   dynamic  and  green  at  the  same  time.  Its  interlocking  parts  represent  the  diversity  of  BPs   people,  products  and  services  across  the  globe.     However  the  symbol  is  only  as  meaningful  as  the  company  behind  it    requires  input  from  all   the  team  in  management  and  leadership    great  products  and  services  that  are  truly   distinctive  and  different  in  a  manner  that  is  important  and  valued  by  consumers       Progressive  and  profitable    investors  interests   Alternative  energy  sources  of  business    more  efficient  -­‐  business  archetype   Beyond  Petroleum    public  interest  in  a  greener  future     Lesser  evil  of  the  oil  companies    offering  green  alternatives  to  competitors   et me give you some tangible examples of what I mean when we talk about our brand and how itschanging the way people relate to an energy company.In Indonesia, were working with the government to develop one of the largest natural gas fields in theworld to deliver LNG to the cities along the Chinese coast, helping the country escape its dependenceon coal.In Colombia weve worked for several years with the government, church and non-governmentalorganisations such as CARE International to simulate local economic development designed tobroaden the local economy beyond oil and gas.In Angola weve worked with the Red Cross and the Norwegian Peoples Aid organisation on theissue of removing land minds.In Vietnam weve worked for 10 years with the save the Children Fund to develop a nutrition programthat has been successfully replicated in 15 countries
  2. 2. As a forty-year resident of Trinidad and Tobago and Egypt, BP has had the opportunity to participatein long-term economic and social progress that have fuelled1993    1995    Hazardous  substance  dumping  2000  -­‐  $200  million  rebrand  campaign    ditch  the  old  logo  and  new  green/yellow  happy  logo.  Started  to  pitch  themselves  as  a  green  energy  company,  even  though  the  primary  revenue  source  (98%)  was  still  derived  from  fossil  fuels  2006    2007  Prudhoe  Bay  oil  spill  2010    Gulf  of  Mexico  oil  spill  disaster  (11  people  died,  millions  of  barrels  of  spilled  oil)                        
  3. 3. British  Airways  1973 - 19841984 - 19971997 - Present80s -stylebureaucracy into a profitable, respect and highly competitive corporation. Lengthypreparation to reposition the brand. - rang true. mid only 40% of its passengers were British, and numbers were falling. Revamped planes, removed the Union jack and replaced with logo. With internationalart on the nose of the planes. Plan scrapped in 1998.
  4. 4. 2007/8 brand refresh ready for T5 launch Culture did not fit vision, increase in rift between culture and vision Contradiction: cutting costs with staff but afford to rebrand2008/9 Terminal 5 long lines of passengers, frustration, expectation2008- 2010 Internal pay disputes. Cabin crews pay 5 day strike. 22 days over the year.2010 snow/ash cloud/strikesGreat advertising no promise strikes and poor customer service201170 80k took to premier the ad Facebook for its first TV appearance2011 Internal campaign2012refresh with an increase in investment in customer service and loyalty initiatives.2012 International Suitcase race2012 Olympic sponsors Invested  millions  over  years  to  foster  an  image  of  efficient,  warm  and  world  class  airline.  All   the  work  undone  in  a  few  months  due  to  internal  disputes,  and  poor  customer  service   Increased  competition  of  budget  airlines    cost  effective  on  time  Be  aware  of  different  stakeholder  visions  and  wants  Virgin    young,  cool,  edgy,  fresh  BA    historical,  dependable,  impeccable,  style,  class,  taste      Brands   Honestly  assess  Culture  (organisational  behaviour)    vision  (strategy)    Image   (stakeholders)    as  they  all  interlink  together   Strong  companies  with  a  strong  sense  of  purpose  and  shared  values  that  clearly   articulate  a  distinctive  position.     Brands  conjured  up  images  of  lifestyle  and  status  that  were  the  ultimate  symbols  of   achievement.  Owning  a  Rolex,  driving  a  Honda,  smoking  a  Marlboro  and  drinking  a   Heineken  associated  people  with  groups  they  wanted  to  be  part  of.   One  element  of  brands  which  people  are  starting  to  consider  more  and  more:  what  is   happening  inside  the  walls  of  the  cooperation?  In  the  past  people  who  bought  running  
  5. 5. shoes  never  even  knew  where  they  were  made;  let  alone  how  old  the  workforce  was.   ink  much  about   human  rights  records  in  countries  that  hosted  oil  exploration.   Information  and  digital  age  increasing  and  changing  the  way  people  share  information.   They  are  more  interested  which  could  possibly  lead  to  more  concerns.   Birth  of  a  new  type  of  consumers  who  demand  more  from  brands    and  the  companies   who  produce  them   And  now  the  two  have  no  choice  but  to  link,  the  brand  must  honestly  reflect  the     tomer  needs.  Great   honesty  of  the  message  (look  at  the  banks  for  example).   The  days  are  over  of  investing  the  best  product  and  you  would  be  number  1.   More  focus  on  corporate  responsibility   Not  just  about  writing  cheques  to  charitable  causes,  but  more  about  what  a  company        Barclays  themes:  Responsibility    everybody  everywhere    internally,  customers  and  how  will  Barclays  help?  More  thank  banking  The  customer  Premier  branches  Advertising  In  store    

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