Precise Marketing Strategy of PetroChina – With Company Overview

Updated on: Jan 1, 2023
marketing strategy of PetroChina - featured image

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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 last post, we learned in depth about the marketing approach of an enthralling brand Lukoil. In this essay, we will go through the marketing strategy of PetroChina Company.

The goal is to provide you with information on PetroChina, which is China’s largest producer and distributor of oil and gas, accounting for 50% and 60%, respectively, of domestic oil and gas production in China. Marketing is a component of a company’s DNA that may make or ruin it. Marketing has followed people around the world as they migrate to the digital domain.

Check out Karan Shah, the CEO and founder of IIDE Free MasterClass on Digital Marketing 101 if you’re interested in modern digital marketing.

In this article, we will go through the marketing strategy of PetroChina Company in detail. Let us begin our deep dive by learning about the company’s history, target audience, and digital presence.

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About PetroChina –

Marketing strategy of petrochina - petrochina logo

Source – 1000 logos

PetroChina Company Limited is the listed arm of the state-owned China National Petroleum Corporation (CNPC), located in Beijing’s Dongcheng District. In 2006, the business was China’s second-largest oil producer and Asia’s largest oil and gas producer. The mainland firm, which is traded in Hong Kong and New York, announced plans to issue shares in Shanghai in November 2007 and has since become a component of the SSE 50 Index. PetroChina was placed 32nd among the world’s public companies in the 2020 Forbes Global 2000.

The West-East Gas Pipeline began construction in 2002. The pipeline began trial operation on October 1, 2004, and full commercial delivery of natural gas began on January 1, 2005. PetroChina West-East Gas Pipeline Company, a PetroChina subsidiary, owns and operates the pipeline. Originally, PetroChina planned to own 50% of the pipeline, with Royal Dutch Shell, Gazprom, and ExxonMobil each holding 15% and Sinopec 5%. However, in August 2004, the PetroChina Board of Directors declared that, despite good faith talks with all parties to the Joint Venture Framework Agreement, the parties were unable to achieve an agreement, and the joint venture framework agreement was dissolved.

Quick Stats –

CEO Zhou Jiping
Area Served Worldwide with primary markets in China
Industry Oil and gas
Market Revenue 2.6 trillion yuan
Vision We will be a leading integrated energy company in Canada committed to social responsibility.
Tagline Caring for energy, caring for you


Marketing Strategy of PetroChina Company –

A company must have a strong marketing plan to succeed in the market. Let’s take a look at the marketing strategy of PetroChina.

Segmentation, Targeting and Positioning

Segmentation: Corporates, governments, and people seeking to meet their energy demands are segmented.

Targeting: Their target market includes businesses wanting energy for manufacturing, as well as individuals looking for gasoline and diesel for automobiles and home usage.

Positioning: The corporation is positioned as China’s largest oil producer.

Marketing Campaigns

This is among the most crucial components of the PetroChina marketing strategy. PetroChina can achieve its marketing objectives by using above and below-the-line promotional methods. PetroChina’s above-the-line promotion choices include television, radio, and print advertising. Catalogues, tradeshows, and direct mail campaigns are examples of below-the-line promotion methods.

  • Giveaway Campaign

marketing strategy of petrochina - marketing campaign

Instagram post Caption – 

The spirit of the day deserves the morning presence

Release tiredness accompanied by the moon

Petromimin Giveaway is here again

Come join us lets have a blast!

Hi Salam #Seninberpantun, Temans!

Let’s join Petromimin’s exciting giveaway!

Win e-wallet balance worth @50k for 10 winners.

The way to play is easy:

  1. Follow my Instagram account @petrochina_id
  2. Like at least 5 posts on Instagram @petrochina_id
  3. Screenshot when the PetroChina logo appears intact using a phone and without a crop
  4. DM your screenshot results to Petromimin at @petrochina_id
  5. Do not forget to type “DONE” in the comment column of this post and mention 5 of your friends
  6. The quiz is open until November 27, 2022 at 24.00 WIB
  7. Lucky winner will be determined by PetroChina admin team

Best of luck, yeah!

#PetroChina #PetroChinaIndonesia #HuluMigasUntukIndonesia #oilandgas #Jabung20yearsmore

Social Media Marketing

  • Instagram – 8K+ ( PetroChina Indonesia Page)
  • Facebook – 1.4M
  • LinkedIn – 13K
  • Twitter – 15.2K

PetroChina has the maximum number of followers on Facebook. PetroChina posts promotional content on its social media platforms.

SEO Strategies 

marketing strategy of petrochina - ubersuggest seo screenshot

Source – UberSuggest

According to SEO rankings, having less than 500 keywords is bad, having more than 1000 keywords is good, and having more than 10,000 keywords is fantastic. As we can see, PetroChina has 2K+ organic keywords, which is commendable. They also have 11K+ monthly traffic, demonstrating the need for PetroChina to step up their SEO game.

Influencer Marketing

PetroChina has never used influencers to help with marketing. Its promotional efforts are mostly focused on print and internet media. 

E-commerce Strategies

This company does not have an E-commerce portal. PetroChina operates its own websites, which make all necessary information available to investors and other interested parties. 

Mobile Apps

  •  “PetroChina HK”

With a user-friendly interface, the brand-new mobile app from PetroChina HK makes it simple to stay up to speed on the company’s newest discounts, upgrades, and station locations.

  • eCoupon:

The business publishes e-coupons on the app that may be used for discounts at convenience stores and on petrol.

  • Station Locator:

Through the station locator, we may learn more about the PetroChina station network and discover the closest station.

  • Latest Promotion:

Offers the most recent details on current sales, redemption schemes, goods, and news!

  • Member Zone:

If you have a discount card, you can take advantage of their wonderful and privileged offer.

Content Marketing Strategies

Apart from its social media presence, PetroChina publishes news releases on its website. There are also various websites that publish blogs about PetroChina.

This brings us to the conclusion of the marketing strategy of PetroChina.

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What’s Unique in the Marketing strategy of PetroChina?

PetroChina is Asia’s largest oil and gas producer, ranking 30th in the 2018 Forbes Global 2000, a list of the world’s largest publicly listed firms.PetroChina was placed 22nd in the Forbes Global 2000 in 2019. The firm maintains its own website and all of the material on it. Their marketing strategy is mostly centred on social media and print, which may be one of the most effective marketing tactics.

Digital marketing is essential since it connects a business with its customers while they are online and works in many industries. Through SEO, PPC, social media marketing, and email marketing, it connects companies with their target clientele on Google. Many companies are interested in finding digital marketers who can help them with their business.

If you’re looking to improve your skills, check out IIDE’s Online Digital Marketing Course and Post-Grad Digital Marketing Course.

As the Petrochina corporation addresses its challenges, the most serious one is a lack of digital marketing initiatives. In today’s world, digital marketing is an essential role for every business, since the sector is constantly digitising.

Marketing is one of the most important cornerstones of every organisation, and it is now undergoing a fast transformation. Learning about the ever-growing world of digital marketing is an essential first step.

If you enjoy in-depth company studies like the marketing strategy of PetroChina, you may find more interesting case studies on our IIDE Knowledge portal.

Thank you for reading this, and please leave your opinions in the comments box below on the marketing strategy of PetroChina.

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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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