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Subject category: Marketing
Authors:
Published by:
El Izi Communications Consultancy UK Ltd (2019)
Length:
16 minutes
Data source:
Field research
Notes:
File size 1.08GB. Click for more information.

Abstract

It is widely accepted that branding in the fuel sector is much more difficult than most other sectors, given the fact that the product and its price is almost standard in any given location. Therefore differentiating the product is almost impossible. This makes the services given to customers by any filling station crucial, while competing with other brands. Opet PLC Founding Board Member Nurten Ozturk talks about the importance of social responsibility campaigns both for the society and for the brand through the 'Clean Toilet' campaign she initiated at Opet in 2000. In the case we see how the Clean Toilet campaign as well as the other campaigns followed helped Opet brand in gaining leverage and differentiating itself against competition. In the Q & A section, conditions that social responsibility campaigns/ sponsorships should have in order to help brand building activities are discussed fully. Furthermore the importance of communication in any sponsorship activity is exhibited via the Opet example.

Topics

Social responsibility campaigns; Branding; Marketing; International markets; Emerging markets; Turkey; OPET; Energy sector

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