PTT Philippines Corporation is a subsidiary of Petroleum Authority of Thailand that markets refined petroleum products and lubricants in the retail, wholesale, and commercial markets in the Philippines. The document outlines a 10 step marketing plan for PTT's gasoline products that includes identifying target markets, customer needs, competition, pricing strategies, and distribution channels. The plan recommends strengthening advertising through celebrity endorsements and sponsoring events to increase brand awareness and market presence as PTT is a new player compared to established competitors like Petron, Shell, and Caltex.

1. PTT Philippines Corporation
10 Step
Marketing Plan for
Gasoline Products
Sherwin Mar B. Labrador
July 2012

3. PTT Philippines Corporation
 PTT PHILIPPINES CORPORATION
(PTTPC) is one of the wholly owned
subsidiary companies in the Philippines of
Petroleum Authority of Thailand Public
Company Limited (PTTPLC). PTTPC
primary business of marketing refined
petroleum products and lubricants are
focused on three major segments – retail,
wholesale and commercial markets.

4. 1. Describe the Primary Target Market;
 Retail - private & public motorists;
 Wholesale - Distributors example: Small
oil companies like seaoil, jetti, phoenix
 Commercial - Industrial plants, private &
pubic companies like Cebu Pacific, NPC

5. 2. My PTM’s NWD;
 Oil product targets the first level of Maslow’s Hierarchy of
Needs since it serves the transportation sector. Aside from
Food, water and shelter oil is part of daily activities like
going to work or school.
 Several brands available in the market since oil is a basic
necessity. PTT has difficulty in tapping new customers for
many reasons specially PTT still a new player.
 Presence in the market, since PTT is a new player they only
have a few stations visible in the market. Comparing to
other brands which is visibly present almost everywhere;

6. 3. Direct and Indirect Products that address
PTM’s NWD
 3.a Direct and Indirect products that address my
PTM’s NWD;
MARKET PRESENCE
20% 40% 60% 80% 100%
Petron X
Shell X
Caltex X
Total X
Phoenix X
Seaoil X
PTT X

7. PETRON
 Strong Marketing Presence
 PBA Team
 Extra Unleaded
 Different channels of distribution – Ordinary
gasoline stations for bigger market and Petron
“Bulilit” for smaller areas.
 Competitive product availability / brand
visibility.
 Gasul
SHELL
 Strong Marketing Presence
 Competitive product availability / brand
visibility.
 Save for every drop

8. CHEVRON
 Strong Marketing Presence
 Many sites are available
 Techron that cleans engine
PHOENIX
 Good Marketing Presence
 Current development of many sites
PTT
 Depot inside Tax Free Zone (Subic)
 Has the edge to lower the price

9. 3.b Benefit Positioning

10. Pilipinas Shell

11. Chevron Philippines

12. Petron

13. Phoenix

14. 4. Identify the gap between customers and
competition;
 Where is the marketing opportunity?
Nowadays the development of putting up gasoline stations
is in provincial areas. Since major cities are too crowded
and congested with stations of different brands;
 What NWD’s are not being addressed?
Presence of stations and marketing campaigns is major
concern that the company must look into;

15.  What can be the unique selling proposition for the
new product (Totally new and repositioned);
PTT must strengthen its marketing campaign like
new slogan or tag line. Get a celebrity that will
carry out company’s brand name.

16. 5a. Estimate the market size using competitor
data

17. From official website of DOE
 The major oil companies (Petron Corp., Chevron
Phils. and Pilipinas Shell Petroleum Corp.) got 77.2
percent market share of the total demand, a slight
decrease of 1.6 percent from 78.8 percent of 2009.
 On the other hand, market share of the other
industry players which include PTT Philippine Corp.
(PTTPC), Total Phils., Cross Country, Seaoil Corp.,
TWA, Filpride, Phoenix, Liquigaz, Petronas,
Prycegas, Micro Dragon, Ixion Corp. and Jetti as well
as the end users who directly imported part of their
requirement captured 22.8 percent of the market

18. 6a. Photo of product category

19. 7. Price
 As of July 4, 2012
Diesel Unleaded Premium
Petron 37.45 45.80 46.70
Caltex 37.65 45.95 46.85
Prices differs per area. Factors to consider are;
 Proximity from depot to site
 Financial capability of the dealer
 Price per barrel in the world market

20. 8a. Which of these modes does your product
use?
** Pls. rank most used, 1-highest use

21. Ranking 1-4 and 4 is the highest
 Sales Promotion 2
 Advertising 2
 Public Relations 2
 Events & Experiences 3
 Direct Selling 4
 Interactive Marketing 1
 Personal Selling 3
 Word of mouth 2
I propose to strengthen Advertising by hiring
celebrities and doing television commercials.
Sponsoring events like pba;

23. 9. Place
 Where is your product available?
Along Molino Boulevard Bacoor Cavite

24. 10. What is the generic winning strategy?
Which of the 4 strategies are being used? (bold and
underline to most dominant strategy)
Low Cost Producer
Supply and Distribution
Leverage
Differentiation
Niche

25. PTT Philippines Corporation
10 Step
Marketing Plan for
Gasoline Products
Sherwin Mar B. Labrador
July 2012