An introduction to marketing and the role of marketing department within oilfield sector. Shares the fundamentals of marketing as well as tips, tricks and best practices from an industry expert. This deck was presented during the Marketing in the Oilfield Conference 2013.

2. 1.0 What is Marketing?
2.0 Are You Listening?
3.0 What’s in a Brand?
4.0 What’s in a Sale?
5.0 Closing
Marketing 101 with An Oilfield Spin
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3. 1.0
WHAT IS
MARKETING?

4. “Because the purpose of business is to create a
customer, the business enterprise has two–and only
two–basic functions: marketing and innovation.
Marketing and innovation produce results; all the rest
are costs. Marketing is the distinguishing, unique
function of the business.”
- Peter Drucker

5. Marketing’s Role
Marketing is the science and art
of exploring, creating, and delivering value
to satisfy the needs of a target market
at a profit.
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6. Marketing Scope (Ideal)
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Source: Kotler/Keller, Marketing Management

7. 7
*Source: Adapted from Kotler/Keller, Marketing Management
Tasks*
Developing marketing
strategy and plans
Capturing market insights
Connecting with
customers
Building strong brands
Shaping the market
offerings
Delivering value
Communicating value
Creating successful long-
term growth
Worst Case
Based on budget, then
figure it out
Just rely on the sales force
feedback
Advertising and trade shows
are enough
Brands don’t matter
This is for the engineers to
figure out
This is an operational issue
Take orders from regions
Executives are responsible
for this
Best Case
Plans based on objectives to
formulate the strategy/plans
Use best tools to develop insights
from global respondents
Direct customer engagement
Strategy to align messages and
experiences is defined
We engage customers for best fit –
price, benefits
Customer experience is monitored
Globally integrated marketing
program
Global priorities and challenges are
framed by marketing

8. 7 Deadly Sins
1. Forgetting to understand your customers
2. Taking orders instead of planning
3. Not monitoring marketing effectiveness and competitive
response
4. Not seeking out new market opportunities, continually
5. Ineffectively managing relationships with your internal
stakeholders
6. Deploying marketing communications not aligned with the
brand
7. Developing programs without considering all of your assets –
technology, creative, internal expertise
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9. Engagement Required
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Listen
Define
Promise
Deliver
Reinforce

10. 2.0
ARE YOU LISTENING?

11. “Don’t buy market share…figure out how to earn it.”
- Philip Kotler

12. Listening Overview
• Qualitative
• Quantitative
• Real-time
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13. Experience Mapping
Awareness Need Execution Retain
How do we raise
awareness and
interest in our
brand?
How do we help
prospective
customers identify
needs and create a
case to choose us?
How do we
effectively manage
projects to scope
while exceeding
expectations?
How do we
encourage
customers to
continually turn to
us as a trusted
resource?
Key
Touchpoints
Key
Touchpoints
Key
Touchpoints
Key
Touchpoints
Key
Touchpoints
Evaluation
How do we help
prospective
customers evaluate
us?

14. Brand Equity Modeling
Segment Prioritization
Brand Equity Scores
Customer Value Analysis
Perceptual Map

15. Real-Time Dashboards

16. Word of Mouth Monitoring
Social Media
Monitoring
and Service
Recovery
Insights
Dashboard

17. 3.0
WHAT’S IN A
BRAND?

18. “Your premium brand had better be delivering
something special,
or it’s not going to get the business.”
- Warren Buffett

19. What is a Brand?
19

20. A Brand IS NOT…
20

21. Keys
A strong brand
delivers a superior experience,
based a resonant promise
that matters to customers
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22. Brand Positioning
22

23. Aligning Brands
Monolithic Endorsed Freestanding
Naming Identity Visuals Messaging
Means of Alignment
“Branded House” “House of Brands”
Service
Delivery

24. 4.0
WHAT’S IN A SALE?
“DON’T BUY MARKET SHARE…FIGURE OUT HOW TO EARN IT.”
- PHILIP KOTLER

25. “All business success rests on something labeled a sale,
which at least momentarily weds company and customer.”
- Tom Peters

26. Examining Trade-offs
Logit regression estimates the relative
importance (“utility”) of each
attribute.
Analysis2.
Utility Scores for Each
Attribute
Market Simulations
Purchase likelihood and share of
preference are then characterized
across segments.
3.
Share of Preference
Simulated intentions to visit provide data
on convenience, price, performance,
location, brand tradeoffs
Survey1.
Choice Simulation

27. Brands vs. Products
PRODUCT
A brand is more than a product, as
it can have dimensions that
differentiate it in some way from
other products designed to satisfy
the same need.
BRAND
Some brands create competitive
advantages with product performance;
other brands create competitive
advantages through non-product-related
means.

28. Strategic Marketing Planning
28

29. 5.0
CLOSING

30. Summary
30
Marketing organizations play a key role in
understanding and persuading customers.
Brand management is critical to differentiate products
and services in a competitive market.
Product commercialization is one of the key marketing
functions that can isolate ROI.
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2
3

31. Benchmarking

32. Aligns the culture Creates a shared vision
Builds trust on all levels
Models moral behavior
Advocates for the
customer
Motivates the heart
It Begins With You
Challenges the status quo
Develops and enables
others to act
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Transformational leadership is the process whereby a person engages others
and creates a connection that raises the level of motivation and morality in
both the leader and the follower (Northouse).

33. Contact
John McKeever
Executive Vice President
jmckeever@endeavormgmt.com
800-846-4051

34. Endeavor Management is a management consulting firm
that leads clients to achieve real value from their strategic
transformational initiatives. Endeavor serves as a catalyst
by providing the energy to maintain the dual perspective of
running the business while changing the business through
the application of key leadership principles and business
strategy.
The firm’s 40 year heritage has produced a substantial
portfolio of proven methodologies, enabling Endeavor
consultants to deliver top-tier transformational strategies,
operational excellence, organizational change
management, leadership development and decision
support. Endeavor’s deep operational insight and broad
industry experience enables our team to quickly understand
the dynamics of client companies and markets.
Combined with our Gelb Consulting experience (founded in
1965) we also offer clients unique capabilities that focus
their marketing initiatives by fully understanding and
shaping the customer experience through proven strategic
frameworks to guide marketing strategies, build trusted
brands, deliver exceptional customer experiences and
launch new products.Our experienced consultants and
analysts use advanced marketing research techniques to
identify customer needs and spot high potential market
opportunities.
2700 Post Oak Blvd
Galleria Tower 1, Suite 1400
Houston,TX 77056
+1 713.877.8130
www.endeavormgmt.com
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