Product details

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Subject category: Marketing
Authors: Nukhet Vardar
Published by: El Izi Communications Consultancy UK Ltd
Originally published in: 2019
Revision date: 28-Feb-2019

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.

Teaching and learning

This item is suitable for undergraduate courses.

Time period

The events covered by this case took place in 2000-2016.

Geographical setting

Region:
Europe
Country:
Turkey
Location:
Istanbul

Featured company

Opet Petroleum PLC
Type:
Public company

Featured protagonist

  • Nurten Ozturk (female), OPET Petroleum Founding Member of the Board

About

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.

Teaching and learning

This item is suitable for undergraduate courses.

Settings

Time period

The events covered by this case took place in 2000-2016.

Geographical setting

Region:
Europe
Country:
Turkey
Location:
Istanbul

Featured company

Opet Petroleum PLC
Type:
Public company

Featured protagonist

  • Nurten Ozturk (female), OPET Petroleum Founding Member of the Board

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