Marketing & Sales
In today’s highly competitive environment and narrow marketing margins, oil companies need well-defined marketing and pricing strategies that enable them to extract their brand value in key target markets.
Oliver Wyman has assisted many companies in addressing business challenges in the areas of:
- Marketing and sales strategy
- Pricing and promotions
- Sales force effectiveness
- Customer and channel value
Recent engagement example
Customer value proposition and offer design - Oliver Wyman helped a client to assess its current offer configuration to refined fuels product distributors and to redesign the configuration of sales & marketing support elements using our proprietary Customer Value Engineering approach. The work identified alternative combinations for differing customer segments to increase offer take rates by 5 to 10 percent by focusing offers on the highest perceived value elements.
Pricing and promotions: Oliver Wyman helped a client assess pricing strategies and improve the effectiveness of promotions and direct mail programs to consumers through our proprietary Value Engineering approach. The work identified tactics to increase earnings by 5 percent through increased customer share and lower marketing costs.
Lubricants marketing: Oliver Wyman helped a major global firm develop lubricants marketing and growth strategies across several markets including assessing local competitors and channels, customer requirements/behavior, and expected economics. The resulting strategy allowed the client to focus on highest value opportunity areas to achieve share and profitability targets. For example, in China, execution of the strategy transformed the company’s loss-making operation into one of its most profitable and rapidly growing.
Distributor offer redesign: Redesigned distributor/marketer offer and program elements for a major oil company. Conducted quantitative choice-based. research/analysis of distributor utilities for various offer components and levels. Developed segmented offers to increase distributor volume share by 10+% over current offer configuration at lower program costs. Developed client-ready simulation, planning, and competitive offer tools to assist sales force.