4. INTRODUCTION
Chevron Company is founded in 1876.
Current CEO is Michel K. Wirth and he is joining Chevron in Feb
1, 2018
Chevron Corporation is an American multinational energy
corporation.
One of the successor companies of standard oil.
It is (H.Q) is San, Romon, California and active in more than
(180) countries.
Chevron is engaged in every aspect of the oil, natural gas, and
geothermal energy industries including hydrocarbon exploration
and production refining, marketing and transport.
5. INTRODUCTION CONTINUE…
Chemicals manufacturing and scale, and power generation
(chevron is one of the world largest oil companies) as of
2017.
Chevrons downstream operations manufacturing and cell
products such as fuels, lubricants and petrochemicals.
The company most significant areas of operation are the
west coast of North America.
The U. S Gulf coast chevron alternative energy operation
include geothermal, solar, wind power biofuel, fuel cells
and hydrogen
6. INTRODUCTION CONTINUE…
Their diverse and highly skilled global workforce consists
of approximately 64,700 employees, including more than
25000+ service station employees.
In 2014, Chevron's average net production was 2.571
million oil-equivalent barrels per day. About 74 percent of
that production occurred outside the United States.
Chevron had a global refining capacity of 1.9 million
barrels of oil per day at the end of 2014.
Its marketing network supports retail outlets on five
continents.
7. A WORLD CLASS GLOBAL ENERGY
COMPANY
64,700 employees
2.6 million BOE daily net production
2.1 million BPD refining capacity
18 refineries
3 popular consumer brands:
Chevron, Texaco and Caltex
25,000+ service stations
8. PRODUCT LINE OF CHEVRON
Chevron
We’ve been
committed
to advance
innovation,
technology
and high-
quality
care for your
car.
Texaco
After more
than a century,
we've never
stopped
delivering
high fuel
performance
you can trust.
Caltex
Around the
world,
Caltex strives
to meet
its customers’
needs
without
compromise.
Delo®
Delo premium
motor oils and
coolants are
designed for on-
and off-road
uses, ranging
from truck and
bus
transportation
to construction,
mining and
agriculture.
10. SEGMENTATION
The process of dividing a market into distinct groups of buyers with
different needs, characteristics or behavior.
There are many different ways to segment like;
Demographic (attributes such as age, gender, education)
Geographic (by country, religion, city)
Psychographic (by personality, values, life style)
Behaviour (by how people use the product how loyal they are)
Why segment;
Focus marketing (communication)
Retain customers
Increase profits
11. SEGMENTATION
Marketing Strategy
Chevron’s Strategic
Plan sets direction,
aligns the organization
and differentiates them
from the competitors. It
guides its actions to
successfully manage
risk and deliver
shareholder value.
There are two types of
marketing strategies in
Chevron Corporation.
They are:
Marketing Strategy
Enterprise
Strategies
Major Business
Strategies
People Execution Growth
Technology
Renewable Energy
& Energy
Efficiency
Gas &
Midstream
Downstream
& Chemicals
Upstream
12. TARGETING
The STP model is useful when creating marketing communications plans
since it helps marketers to prioritise propositions and then develop and
deliver personalised and relevant messages to engage with different
audiences.
This is an audience rather than product focused approach to
communications which helps deliver more relevant messages to
commercially appealing audiences.
13. TARGET MARKET
Marketing Mix;
The term "marketing-mix" was first coined by Neil
Borden, the president of the American Marketing
Association in 1953. It is still used today to make
important decisions that lead to the execution of a
marketing plan. The various approaches that are used have
evolved over time, especially with the increased use of
technology. The marketing mix is a business tool used
in marketing and by marketers.
The marketing mix is often crucial when determining a
product or brand's offer, and is often associated with
the four P's: price, product, promotion, and place.
14. MARKET TARGETING
The list below refers to what’s needed to evaluate the potential and
commercial attractiveness of each segment.
Criteria Size: The market must be large enough to justify
segmenting. If the market is small, it may make it smaller.
Difference: Measurable differences must exist between segments.
Money: Anticipated profits must exceed the costs of additional
marketing plans and other changes.
Accessible: Each segment must be accessible to your team and the
segment must be able to receive your marketing messages
Focus on different benefits: Different segments must need different
benefits.
15. The diagram below shows how plans can have the flow from
Audience options > Audience selection > Production
positioning
16. CORE MARKETING CONCEPTS
Core Marketing Concepts
1. The
Production
Concept
5. The Holistic
Marketing
Concepts
2. The
Product
Concept
3. The Selling
Concept
4. The
Marketing
Concept
17. MARKETING MIX
Marketing
Mix
(7P)
Product/Service
For Consumers
(Fuels and Stations)
For Businesses (Additives,
Aviation, Base oils,
Chemicals, Lubricants)
Price
Global based
Flexible with
communities
Customer based
pricing strategy
Reasonable price
according to
country cost
structure
Promotion
Sales
promotion
Advertising
Card
promotion
Lottery
Social
activity
Gas & gift
cards
Place
Chevron
Corporation
does their
marketing all
over the world
through various
global channels.
Physical Evidence
Clean, disciplined,
no low quality raw
materials, smart
purification
process,
modernized plant,
air circulation
handling
Process
Automated;
well equipped
modern
technology;
advanced
production
process
People
More than 21000 thousand
employees around the
world enjoying the cultural
and lifestyle differences
18. MARKETING MIX
Target market
(4C)
Clients
Chevron puts high
emphasis on what
customer’s want and
need. They carefully
study the consumer
needs and wants.
Communication
Chevron aims to
create an open
dialogue with potential
clients based on their
needs and wants.
Costs
Chevron considers all
the cost to satisfy the
need of their
consumers including
opportunity cost or
cost of conscience.
Convenience
Chevron puts their
products/services
readily available to the
consumers and
strategically places
them in several visible
distribution points.
19. POSITIONING
NEW YORK, NY, March 9, 2010 – Chevron Corporation
(NYSE:CVX) enters the decade with an upstream portfolio of major
capital projects that uniquely positions the company for future
growth, executives said today at a meeting with financial analysts in
New York.
Positioning helps in understanding where the brand stands in mind of
the consumer as compared to the peer brands. Chevron uses value
based and user–benefit based positioning strategies.
Chevron Corporation is a highly specialized company operating in oil
& gas industry. It uses geographic and psychographic
segmentation strategies for its products meant for B2B segments
while for its retail products segment it uses demographic in addition
to other segmentation strategies.
20. POSITIONING
John Watson, Chevron's chairman and CEO. "Chevron has
held a long-term view favoring aggressive upstream
investment, and the company is poised for another decade
of upstream growth.
"Oil and gas production increased 7 percent for the year
due to the successful start up and ramp up of major capital
projects. This placed us first among competitors. Chevron
also had another outstanding year in exploration,
continuing its industry-leading performance with a 57
percent success rate in exploratory drilling. We added 1.1
billion barrels of net proved reserves, replacing 112
percent of our production. Over the past 10 years, our
reserve replacement exceeds 100 percent."
21. MISSION
The mission of Chevron oil is to conduct is to
conduct business in “the Chevron way,” which
means getting results in the right way. To
eliminate the individual interpretation of Chevron
Oil employees about what the “Chevron way” &
the “right way” is, Chevron has created this vision
to define its mission:
“At the heart of the Chevron way is our
mission…to be the global energy company most
admired for its people, partnership &
performance.”
22. VISION
Chevron’s visions are:
Safely provide energy products vital to sustainable
economic progress & human development throughout the
world.
Managing employees & the organization with superior
capabilities commitment.
Making partners up to the choice.
Earn the admiration of all the stakeholders: investors,
customers, host governments, local communities &
employees- not only for the goals they achieve but also
how they achieved them.
Delivering world class performance.
23. COMPETITORS
Chevron-#1 refiner & marketer
ExxonMobil
Royal Dutch/Shell -145 countries
ConocoPhillips-3rd integrated energy company US
Total
24. CONCLUSION
Chevron is one of the world's leading integrated energy company
The company's success is driven by the ingenuity and commitment of
its employees
Chevron is involved in virtually every facet of the energy industry
The company explores for, produces and transports crude oil and
natural gas; refines, markets and distributes transportation fuels and
other energy products; manufactures and sells petrochemical
products; generates power and produces geothermal energy; provides
energy efficiency solutions; and develops the energy resources of the
future, including biofuels
Chevron is based in San Ramon; Calif. Chevron Corporation has
some key success factor that helps to compete with many competitors
in the industry
That factor leads Chevron to ensure a sustainable position in the
market
