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What Marketing Communications Should A Global Energy Supplier Such As BP Really Use?What communications solution would I recommend to address these issues? Energy Suppliers such as BP have significant issues and challenges by the nature of their business. Firstly driving competitive advantage is a principle issue as there is intense competition between Energy companies: Shell, ExxonMobil, Total, Gas and Electricity suppliers and now alternative technologies like solar and hydropower.
Secondly there is the problem of environmental-friendliness. Due to their effect on third-world countries, non-renewable resources, pollution, politics and corruption, communicating a credible and consistent image is challenging. Generating belief into their brand image and position that they are green-friendly and actively committed to Social Responsibility and ethics is very difficult with such environmentally sensitive global audiences. A globally integrated approach in crafting a communication solution would be the answer. By fusing creativity and strategy and then focusing the result of the two in reaching global audiences would allow for a uniform brand communication with greater cut-through.
Allowing Advertising to devise ingenuitive, insightful communications and then channelling them via original and effective media options would exhaust specified target markets around the world. Creating a consistent and understandable message that relays the rigorous ‘greenness' of BP and focusing on their dedication to health, environment initiatives and technological improvement would drive brand salience and identity of BP as being truly green. Further informed customer-relationship-management marketing would consolidate BP's personality in a dynamic process where the global audience would feel closer to such a large, impersonal brand. Convinced and trusting consumers ultimately fuel sales and add-value to BP by driving competitive advantage and shareholder value. Mono Ghose MA (Hons)
Mavericks Executive Account Director/Partner |
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