Ch. 16 -Integrated Marketing Communications

When it comes to promotional strategy, Bp New Zealand has a rigorous planning process for all their marketing and promotion. They take a long-term approach, and generally work six months in advance in designing and implementing their programs. With fuel margins declining Bp includes shops at all its service stations because they feel the Bp shops provide a valuable income stream and offers customers an extremely convenient shopping option. The Bp shops earns up to 50% of some of Bp's service station's incomes. 

As far as Business and Marketing communications Bp uses ''BTL'' below the line mix which means they use media which is more niche focused. BTL communication gives Bp the ability to tailor their message in a more personal manner to the audience. Approximately 70% of Bp's marketing spend is below the lines in activities such as in-store promotions and loyalty programs. Product, Price, Place, and Promotions the 4p's that every company needs in order to become effective in any industry. Place is something Bp try's to stay consistent with, having some the best locations in New Zealand, having a significant investment in ensuring the right number and quality locations. Customers respond well to their promotions campaign such as the AA rewards program. Bp's fuel product distinguish itself from other by having fuel such as petrol and diesel that is better for the environment. Price is the only thing Bp claims is difficult to differentiate.

Integrated Marketing Communications

What is Integrated Marketing communication? Easy!! it is a careful coordination of all promotional messages for a product or a service to assure to consistency of messages at every contact point where a company meets a consumer. It has been two years since the Bp deep water  Horizon Oil Spill that dumped nearly five million barrels of ''black stuff'' into the Gulf Of Mexico. So to help ease the transition , the company that is now the second largest gasoline marketer in the U.S planned to invest 500 million over the next two years for an American marketing push. The plan was centered around a distinctive fuel offer, improved customer experience, and a more compelling loyalty reward program with the hope BP can become the No.1 fuel marketers east of the Rookies. One part of the plan was to relaunch its ad campaign for Bp gaseoline with Invigorate, which cleans your engine while driving and improves long-term health of a car. This was Bp first new fuel related television commercials since 2009. The campaign consist mostly of TV commercials but also included spot radio, digital support and local public relations. Bp in the mist of all this also launch a pump rewards program which allow its customers to instantly redeem cents per gallon rebates by rolling back the price that appears at the gas pump. The launch will come with the ability of Bp marketers to ''distribute one-time-us- rebate numeric codes that can be entered directly at the pump, along with option to produce third party direct and bulk promotional cards that customers can personalize for their own site offers.