Detailed Marketing Strategy Of Pemex – A Multinational Professional Services Network

Updated on: Sep 26, 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 previous blog, we studied the marketing strategy of ZARA, a clothing brand. In this blog, we are going to know about the detailed marketing strategy of Pemex.

Pemex stands for the energy industry, it is an international global services firm known for its expertise in oil and petroleum. Pemex by revenue is the world’s largest oil and energy industry.

Pemex’s target groups are all industries and big organisations. To reach their target they have digital services provided with a new kind of consulting to help them reimagine their businesses in this digital era. To know more about the changing scenario of marketing, join our Free MasterClass on Digital Marketing 101 by the CEO and founder of IIDE, Karan Shah.

We will learn the overall marketing strategy of Pemex towards the end of this blog. Before we begin our deep dive, let us start by learning the company’s story, target audience and digital presence.

Digital Marketing Academic Challenge 2024 - DMAC

About the Company

Hey Readers, are you looking for the strategies bigger brands use for selling their products and services? Well, here’s one on Pemex, a Mexican state-owned petroleum company managed and operated by the Mexican government. PEMEX was established in the year 1938, Pemex completes 84 years this year, a brand as old as an owl. Today PEMEX is an international brand. An old and promising brand in the field of oil and petroleum is an example of the unity of a state and its power. 

PEMEX has made Mexico an inspirational brand today and has become a symbol of Mexico. PEMEX was granted a monopoly not only of ownership but also of production, refining, and distribution of petroleum products within the country, permitting only very limited foreign participation. 

The strategy is to grow from 5,600 to 7,600 daily trips, with which we would go from serving 7,000 service stations to more than 9,000 by the end of the year,” Romero said, adding that the current fleet was already able to deliver 900,000b/d of refined products.

The evolution of PEMEX is in the line of visibility of the people and the world. And is admired by many oil and petroleum companies in the world. Well, it was not effortless, since it started 84 years ago in an evolving and growing country like Mexico, a country rich in traditions and cultures. It should not come as a surprise that the history of Mexico is rich and admired by all.

Quick Stats on Pemex
CEO Octavio Romero Oropeza
Area Served Oil and Petroleum industry
Industry Energy Industry
Market Share/ Revenue 1.7 Million
Vision To cater to the needs of all and provide oil and gas at a reasonable price.
Tagline We build the PEMEX of the future.


Marketing Strategy of PEMEX 

Let us now learn about the marketing strategy which led Pemex to become the world’s leading firm!

Segmentation, targeting and positioning

Segmentation: The segmentation of PEMEX is done most effectively and accurately. Its segmentation revolves around psychological and geographic factors. The market is segmented in 2 ways one, the people of the country, and two, the world at large. Market segmentation is vital for any business unit because compliance with other market factors becomes necessary. Since this is the first and the most important part of Marketing doing it right is important. It just takes the right amount of people to determine and plan out the basics of this first step, called Segmentation.

Targeting: The audience targeting is done most dynamically, since targeting the right people is a crucial element of any business firm. PEMEX has done many tie-ups with various petrol pumps and with variable market research, it has got its data set right. Its target is people with cars and the ones that run on petrol and diesel, it basically has targeted people falling in the age group 20-65 and has also targeted vehicle owners other than the car.

Positioning: PEMEX is placed in the minds of the consumer in a way that all other brands fall second, especially in its home country. The brand even when it’s oil and petroleum, basically affordable only by the earning community in the society, has made itself available at cheaper rates and affordable. When we hear PEMEX in India it reminds us of the state of Mexico, this is how strong PEMEX’s positioning is. 

Marketing Campaigns 

Pemex 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 oil and energy company. 

Pemex 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.

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

Social Media Marketing

Social Media today is a tool of absolute importance. Without this proper modern marketing of any product or service, be it the most resourceful one is not possible. Hence brands today try to keep people aware of the company by posting their content and updates online. Through various apps like Facebook, Instagram, etc.  

PEMEX is a Mexican company and can also be found on Facebook. 

Facebook:  The marketing campaign of  PEMEX is not quite available on many social media apps, since it’s one of the oldest oil and petroleum companies. This company has however made its palace in the heart of its state. Facebook marketing today has placed itself above the traditional competition and the world is on Facebook, people of all criteria, be they small or big are using Facebook and learning. 

Marketing Strategy of Pemex - FB

Instagram Marketing:

PEMEX has 908 posts

  •        22 following

On the Instagram page of PEMEX, we can find various banners and taglines used by them in order to promote their brand. How they can use petrol and make efficient use of this natural gas is portrayed through their Social Media posts on Instagram.

Marketing Strategy of Pemex - Insta

The brand is mostly active on Facebook. And their content is basically oil and petroleum driven.  

Twitter Marketing:

  1. Twitter is a platform where brands mostly want to see themselves.
  2. PEMEX also does not miss the opportunity to showcase itself on the world’s third most used social media.
  3. When it comes to modern strategizing and branding it becomes very crucial for a brand to show its presence. Here is how PEMEX markets.

Marketing Strategy of Pemex - Twitter

SEO Strategies

Marketing Strategy of Pemex - SEO

SEO refers to enhancing the website and increasing the reach of your website. SEO and SMO today are the most important things when it comes to modern marketing.  PEMEX has also used the platform where people are today i.e the youths. PEMEX nearly generates 1.1 M traffic on its site from mobile and desktop. Discover the digital marketing channels driving traffic to your website. receives traffic from direct (64.64%) and referrals (2.25%)  Premex appears naturally, and organically when searched for oil and petroleum in Mexico. Its mobile-optimised app too gives users the benefit of downloading it. It has 4.1 reviews and many more downloads.

Influencer Marketing

PEMEX does not use influencers in its marketing strategy. The reason is that it’s already the king of Mexico and America’s petrol market and does not need influencer marketing.

E-commerce strategies

PEMEX’s E-commerce strategy is a structured design of its page and products. PEMEX includes all sorts of components straight from marketing to finance on its webpage. Other than this PEMEX doesn’t really advertise much.

Mobile App

Marketing Strategy of Pemex - App

PEMEX ASSISTS is a mobile-optimised app for PEMEX oil and petroleum. It has 100+ downloads and 4.1 reviews. More and more people have downloaded the app and used it frequently. Many questions are asked on the app and they have assisted accurately. It is optimised in such a way that its data is encrypted and used for the purpose of guiding the people who need assistance.

Content Marketing Strategies

PEMEX corporation is a big organisation, Content Marketing is done here in the form of publication of their materials like Companies Profit, Its image, market acquisition, market reputation, and many other rules and changes in the policies made by the company.  Its content is published in Quora and many other company magazines. 

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

Digital Marketing Academic Challenge 2024 - DMAC

Conclusion – What’s unique about Pemex’s marketing?

In the end, we conclude that PEMEX has not only risen to its name but also stands by its value. Being one of the oldest brands PEMEX has proven to be an example to the other oil and petroleum brands.  

Yes, it has contributed a major share towards the loss of the natural environment but yet, but the company has sustained its policy on the natural environment and brought changes as and when required. This old owl company has been the pride of its state Mexico and a buddy of the Latin state of America. PEMEX has a strong network of sales, distribution, marketing, and finance.

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 Pemex 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 Pemex check out our IIDE Knowledge portal for more fascinating case studies.

Thank you for taking the time to read the marketing strategy of Pemex, and do share your thoughts on this case study marketing strategy of Pemex 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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