In our previous article, we learned in detail about the marketing strategy of a really fascinating brand, Bharat Petroleum. In this article, we will elaborate on the marketing strategy of – the world’s largest extractor of natural gas.
The objective is to help you gain insights into Gazprom’s transition from being a gas producer’s corporation to becoming one of Russia’s most recognized and reputed brands.
Marketing is a revolutionary part of a company’s operations. As users across the world go digital, marketing has followed them to the digital realm as well. If you are interested in digital marketing, then you should definitely check out IIDE’s Free MasterClass on Digital Marketing 101 by our CEO and Founder, Karan Shah.
We will thoroughly learn the marketing strategy of Gazprom by the end of this blog. Before jumping straight into it, let’s begin with the company’s story, target audience, and digital presence.
About Gazprom – Company Overview
Public Joint Stock Company Gazprom in short PAO Gazprom is an oil and gas Russian company. It was incorporated in the year 1989 and is headquartered in Moscow. It engages with the lines of natural gas and involves extraction, production, transportation, and selling.
Though it is a corporation the majority of the stakes are occupied by the Russian government. It has been seen that Gazprom has a 17% share in global gas reserves and around 72% share in Russian gas reserves. Gazprom is known for dependent and efficient supplier of gas to their customers.
The company strives to become the market leader among its competitor’s energy companies by utilizing its resources to the maximum capacity and improving efficiency. Gazprom is among the top four oil producer companies in Russia.
| CEO | Alexey Miller |
|---|---|
| CMO | Adam Stevens |
| Area Served | Worldwide |
| Industry | Oil and Gas |
| Market Share/ Revenue | 3.07 trillion Russian rubles |
| Vision | Establishing itself as the leader in terms of natural gas and reserves. |
| Tagline | Dreams come true! |
Marketing Strategy of Gazprom
Let’s dive into the marketing strategies of Gazprom! And how does this company carries its marketing campaign etc
Segmentation, Targeting, and Positioning
Segmentation
Gazprom Limited manufactures products in the fields of oil and gas. Each Segment is a collection of customizable products created to serve different consumers in various ways, with products that provide numerous capacities, durability, and world-class performance.
Targeting
Gazprom is Russia’s one of the biggest oil manufacturers companies that target both domestic and global.
Positioning
Gazprom maintains its position in high-quality projects. Gazprom has a long-standing commitment to creating responsible products. Sustainability is an integral component of their approach to business and work practices.
Marketing Campaigns
“Welcome” Campaign
This campaign was introduced in late 2013 to make consumers aware of the facilities they are providing at the gas stations. They ran an OOH campaign wherein they hung up colossal billboards with the Welcome sign to create a sense of friendly emotion with the customers.
This campaign was a massive hit because the ” Welcome ” campaign allowed people from Bosnia and Herzegovina to get to know the Gazprom petrol stations brand via the “Welcome” campaign.
Mini One prize-winning game
The “Mini One for a great summer day” prize-winning game was introduced at Gazprom gas stations on May 12, 2014. This is the first of several games with prizes that Gazprom gas stations will use to reward their devoted patrons. Three Mini One automobiles will be awarded as the main prizes, while the first 10,000 players of the Prize Winning Game will each receive a unique Gazprom thermos.
Corporate image campaign
The main objective of the campaign was to portray Gazprom gas stations as a contemporary brand that strives to communicate with its customers in an open and friendly manner while providing them with a wide range of goods and services, including premium motor fuel, a wide selection of high-end goods, fresh beverages, delectable food, and the highest calibre of customer service.
Additionally, Gazprom gas stations provide various supplementary services and amenities, including free Wi-Fi, an ATM, a car wash, and a playground for kids.
Social Media Marketing
On social media, Red Bull is in fierce competition with other companies in its sector. Red Bull has an overwhelming number of followers, engagement on posts and a significant social media presence on Facebook, Twitter, Instagram, LinkedIn, etc in addition to its website. Around 150-200K people follow Instagram and Facebook accounts.
All of their posts are mostly about their product, advertisements, announcing events, and recent upcoming happenings. The engagement of the audience on all the social media platforms is great.
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SEO Strategies
According to SEO rankings, having fewer than 500 keywords is terrible, having more than 1000 is good, and having more than 10,000 is outstanding. As you can see, www.gazprom.com has 5085 organic keywords, which is a respectable number. This indicates that Gazprom’s digital marketing is getting a considerable quantity of insights.
It is also observed that traffic per month is around 14K+ which is known as average.
in order to keep the brand climbing the Google organic SERP results, Gazprom must continue to strengthen its SEO methods.
Influencer Marketing
Gazprom has an immense number of followers on Instagram and to engage with them company has collaborated with several world-renowned footballers like Claudio Leonel, Mihail Tarbukin, and Ivan Quaresmera for their Gazprom Arena page.
Mobile Apps
Gazprom does have a mobile application name Gazprom card. Where you can get to know about the nearby gas stations, restaurants, parks and many more.
Ecommerce Strategies
When it comes to selling products online Gazprom is associated with e-commerce websites like Amazon and Flipkart. One can also buy their products from their official website. Multiple gateway options make it easier for consumers to choose from.
Content Marketing Strategies
Gazprom has a very unique way of creating content on their social media websites. They are highly creative and engaging with their audience. All the latest updates are published on Instagram. Apart from that the press like NDTV and The Economic Times also covers crucial information about the company.
This ends with an elaborative marketing strategy of Gazprom. Let us conclude our learning below from the marketing strategy of Gazprom.
Conclusion – What’s Unique in Gazprom Marketing?
All in all, we have gotten an overview of how this Russian company deals with its marketing strategies. However, there are certain drawbacks that Gazprom should improve. First is, the SEO ranking, and secondly, offering more products on e-commerce websites. In spite of all this, Gazprom has maintained its position among the Top 5 energy companies in Russia.
Digital marketing is crucial since it links a company with its clients when they are online and is effective across all sectors. It links businesses with ideal consumers through SEO and PPC on Google, social media marketing, and email marketing. If you would like to learn more and develop skills, check out IIDE’s 4-Month Digital Marketing Course to learn more.
Alternatively, you can enrol in one of our free online masterclasses led by IIDE’s CEO, Karan Shah, to gain insight into the field of digital marketing.
We hope this blog on the marketing strategy of Gazprom has given you a good insight into the company’s marketing strategies.
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