Marketing Planning and Communications Essay Example | Topics and Well Written Essays - 2500 words

Marketing Planning and Communications - Essay instanceOn the shore on the other hand, were millions of inhabitants who had barely recovered from the rampage of Hurricane Katrina and the like. The Gulf of Mexico was also begrime with 5 million barrels of crude oil and methane gas, surpassing the Exxon disaster within four eld (Sachs, 2012). Biggest Corporate Fine in US History British Petroleum has so far shed aside $42 one million million payable as fines, compensation to the victims and well as restoration be (the economist, 2013). In other words, the gild has paid 14 billion for restoration and clean up of the site, 17.5 billion as compensation to individuals and small businesses, $4 billion in the form of criminal charges to the Department of justice as well and $3.5 billion as penalties for oil leak under the Americas mop Water Act (the Economist, 2013, p.66). Integrated Marketing Communications According to Percy (2008) integrated marketing communications is roughly pl anning, it aims at delivering a consistent and effective pass on. IMC applies to all forms of communications, be it consumer, business-to-business or corporate. Furthermore, by consistent message we mean that the message must have the same visual feel throughout media so as to form a distinct image that can be linked to the brand. Ensuring the proper implementation of IMC requires a strategic plan, the process begins by identifying the target audience and understanding their purchase decisions and behaviours. Strategic IMC for the BP Brand In 1997, the then CEO of BP John Browne was determined to make BP the originations largest oil confederacy through exploration, acquisition and marketing. Browne was of the impression that the consumers could be taught to identify with a brand of gasoline. But make the consumer identify with an oil brand was exceedingly hard as people hated oil companies and sensed them as villains following the 1989 Exxon Valdez disaster. With increasing awa reness about climate change, oil companies were the worst performing fruit category in terms of brand affinity (Sachs, 2012). Browne made significant changes to the approach of the company, including investments in solar energy research and withdrawal from oil- interest group Global Climate Coalition. These efforts were perceived positively by the consumers as British Petroleum was no longer resisting the fight against climate change with was promptly an active participant. By 2000, the companys name was changed to BP with the tagline Beyond Petroleum, furthermore the company shield was replaced by helios. This new look was received positively by the masses, so the company further invested in advert to supplement their green stance on the environment. Over the next few years the company built extensive brand equity, and John Browne one of the most popular CEOs in the world was granted knighthood. The truth in fact was very different from the facade created by green advertising b ecause in reality the company was not making any significant progress in substitute energy. In 2010, BPs operations comprised of drilling the world