Complete Marketing Strategy of Lukoil – With STP Analysis

Updated on: Sep 21, 2022
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My name is Aditya Shastri and I have written this case study with the help of my students from IIDE's online digital marketing courses in India.

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In our earlier article, we learned about the SWOT analysis of Kirloskar Oil Engines. In this article, we will go over the extensive marketing strategy of Lukoil which specializes in the production of air-cooled and liquid-cooled diesel engines, as well as diesel generating sets.

The PJSC Lukoil Oil Company is basically a Russian multinational energy corporation, headquartered in Moscow. It is basically specialized in the Extraction, production, transport and sale of petroleum, and products.

Marketing is a component of a company’s DNA that really can make or break it. Marketing has decided to follow users worldwide as they migrate to the digital realm. If you’re interested in trying new-age digital marketing, you should check out IIDE’s Free MasterClass on Digital Marketing 101 by Karan Shah, our CEO and Founder.

This blog will learn about Lukoil and its entire marketing strategy. Before digging deeper into the marketing strategy of Lukoil, let us begin with the company’s history, target audience, and digital presence.

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About Lukoil – Company Overview

Lukoil is generally a Russian multinational energy corporation. Its headquarters is in Moscow, specializing in the business of extraction, production, transport, and sale of petroleum, natural gas, and petroleum products. 

It was formed in 1991 when three state-run, western Siberian companies named after the respective town in Khanty–Mansi Autonomous Okrug that each was based in, Langepasneftegaz, Urayneftegaz, and Kogalymneftegaz, merged.

Generally, LUKOIL is considered the world’s largest company in Russia after GAZPROM and the company’s largest non-state enterprise in terms of revenue (p4,744 billion). In the 2020 Forbes Global 2000, Lukoil was ranked the 99th largest public company in the World. Internationally it is the largest producer of Crude oil.

Quick Stats on Lukoil
CEO Vagit Alekperov
CMO Zoran Golubić
Area Served Russia
Industry Petroleum & Oil
Market Share/ Revenue 9.4 trillion Russian rubles in 2021
Vision To become a leading global energy company.
Tagline To harness natural energy resources for human benefit.


Marketing Strategy of Lukoil

Segmentation, Targeting and Positioning 


Lukoil manufactures products in the fields of extraction, production, transport, and sale of petroleum, natural gas, and petroleum products. etc. The business segment of Lukoil is to supply energy, with products that provide numerous capacities, durability, and world-class performance.


They target customers from original equipment manufacturers such as Service Outlets, Service Dealers, and Green Dealers – power generation, growth and international projects. Lukoil is Russia’s biggest energy corporation and the preferred choice of all production houses, both domestic and global.


Lukoil maintains its position in high-quality projects. Lukoil has a long-standing commitment to creating responsible products. Sustainability is an integral component of their approach to business and work practices.

Marketing Campaigns 

Lukoil does not have a great online presence even though they haven’t conducted any kind of campaign. They don’t conduct any kind of advertisement campaign to promote their construction company. 

Lukoil can use the same marketing techniques as its competitors are using. The marketing campaign which they can follow from their competitors is advertising on television, launching an advertisement in newspapers, launching a short corporate film, and other marketing ideas.

Lukoil can launch such advertisements and other media campaigns to increase its presence in Russia and other foreign countries.

Social Media Marketing

Lukoil is not active on social media sites. They can only be found on Facebook and LinkedIn.

Facebook: 22,166 people like their page on Facebook. On Facebook, they post the wishes of festivals and some energy and petroleum pictures from their site. 

Linkedin:  KNR Construction has a LinkedIn following of 138923 people. They have only had a few posts to date. They are not even active on their LinkedIn profile.

Instagram: 14.8K Followers

Twitter: 3,718 Followers.

They are not active on other social media platforms like Twitter & Instagram since it is a huge energy company and it directly deals with the government of the country for energy and petroleum requirements.

SEO Strategy

Marketing Strategy Of Lukoil - SEO

According to the ubersuggest traffic analyzer, Lukoil has a very good SEO strategy and an amazing amount of keywords which is excellent. To put it differently, good SEO boosts your online presence. This suggests that as more people visit your website, the more online traffic you will have and therefore the more probable you will be ready to offer your product or service to a broader audience. Also, they have a good number of organic visitors every month which makes their SEO marketing and strategy very strong. 

E-commerce Strategy

Lukoil starts selling lubricants from an eCommerce portal known as amazon. Lukoil has become the first Russian lubricants manufacturer to sell lubricants on Amazon. The company has already launched its own eCommerce stores in Russia, Kazakhstan, Turkey and China, as well as on the Chinese website

Mobile Apps

PJSC LUKOIL has released its mobile application, LUKOIL GAS STATIONS, on AppGallery and introduced the first full service with an integrated loyalty program supporting HMS (Huawei Mobile Services). AppGallery is designed for devices such as HUAWEI and HONOR.

The application was released in response to user requests as LUKOIL GAS STATIONS entered the top six most wished services for Russian HUAWEI and HONOR users.

Content Marketing Strategies

Generally, the content marketing of Lukoil company can be founded through blogs, their website – LUKOIL – PJSC “LUKOIL” and also we can follow them through social media like Instagram, Facebook, Linkedin and Twitter etc.

This ends with an elaborative marketing strategy of Lukoil. Let us conclude our learning below from the marketing strategy of Lukoil.

Digital Marketing Academic Challenge 2024 - DMAC

What’s unique about Lukoil’s marketing strategy? 

In conclusion, Lukoil has beaten its competition and therefore the biggest reason for that’s its amazing marketing efforts in highlighting the brand to its customers. Marketing is one of the pillars of any business, and currently, this pillar goes through rapid change. With the increasing importance of digital marketing, learning about the growing field is a crucial step. 

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 Lukoil has given you a good insight into the company’s marketing strategies.

If you like such in-depth analysis of companies just like the marketing strategy of Lukoil check out our IIDE Knowledge portal for more fascinating case studies.

Thank you for taking the time to read the marketing strategy of Lukoil, and do share your thoughts on this case study marketing strategy of Lukoil in the comments section below.

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Aditya Shastri

Lead Trainer & Head of Learning & Development at IIDE

Leads the Learning & Development segment at IIDE. He is a Content Marketing Expert and has trained 6000+ students and working professionals on various topics of Digital Marketing. He has been a guest speaker at prominent colleges in India including IIMs......[Read full bio]


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