Course Summary

This course provides an overview of the marketing of downstream oil products. There are real opportunities for oil marketing businesses to grow profit but, in a highly competitive environment, only those who are really good at understanding their customers and markets will do well.

The course has a strong emphasis on understanding the demand side of oil product markets, including customer & end user expectations in business (B2B) and consumer (B2C) markets. It will enable you to create a differentiated marketing strategy that is right for your business in your markets. It will give you practical tools and ideas to help implement your strategy and to build profitable business from a wide range of refined oil products (transportation fuels, commercial fuels, lubricants and bitumen).

By means of a range of presentations, case studies, exercises and discussions, delegates will consider practical issues and learn how to develop their own strategies and tactics to add value to their organisations - through the use of a systematic marketing approach.

What you will learn

• How the overall market for oil products is structured and how it links to the rest of the oil industry.
• How to develop a marketing strategy and marketing plan for your business - and create a strategic competitive advantage.
• How to analyse a market and evaluate the impact of trends on its future development.
• The fundamental economic drivers of downstream oil products markets and how to decide where to focus your resources.
• The major customer segments, their needs and expectations.
• The major product types, their characteristics and applications.
• The importance of customer segmentation and how to structure offers and prices accordingly.
• The role and value of branding & innovation.
• How to assess marketing performance.

Who Should Attend?

Delegates encouraged to attend include: oil industry managers who are new to the downstream, recently appointed staff who intend to pursue a career in oil products marketing and new entrants to the oil marketing business.

This course is ideal for use as part of an induction programme for new staff or for bringing managers who are transferring disciplines up to speed with the whole area of oil products marketing. It will also appeal to managers who want to bring new perspectives and ideas to their marketing businesses, although it is not aimed at existing experts in oil products marketing.

It will also be very relevant to existing marketing, planning, finance, commercial development and technical staff in the downstream sector of oil companies who wish to expand their knowledge across product or market boundaries.

Course Contents

Fundamentals of oil products markets

• Market structure - from suppliers to end users
• Market dynamics- technology and other trends, regulations and other influences
• Customers and distribution channel
• Competitive environment
• Economic drivers

Adding value through marketing:

• Role of marketing in the organisation
• Marketing strategy & marketing planning
• Customer & end user segmentation
• Product & service differentiation
• Pricing strategy
• Branding and communication
• Marketing channel and distributor management
• Product & service development & innovation
• Marketing resources, investment and evaluating performance

Markets covered in the course:

• Transportation - B2C & B2B customers
• Domestic fuel customers
• Industrial / commercial fuel customers
• Distributors & resellers
• Multinational key accounts

Product range covered in the course:

• LPG
• Gasoline
• Kerosine & Jet fuel
• Diesel
• Distillate heating oil
• Heavy fuel oil
• Bitumen
• Lubricants