Quite a good number of our previous articles have discussed the marketing strategies of various organizations in detail, varying from the financial, health, automobile, and fashion industries, amongst others.
A marketing strategy could be defined as a plan of action designed to promote and sell a product or service. A good number of marketing strategies can be used to grow our business. This blog is mainly focused on giving detailed information on the marketing strategy of PTT, Thailand’s leading oil and gas exploration and production brand.
We’ll be giving you an inside look into PTT and how they’ve managed to preserve its dominance in Thailand’s oil and gas business.
Marketing is an essential component of a company’s DNA that may make or break its success. As users all around the world migrate to the digital sphere, marketing has followed suit. If you’re interested in learning more about new-age digital marketing, IIDE’s Free MasterClass on Digital Marketing 101, taught by our CEO and Founder, Karan Shah, is a great place to start.
Before diving into an in-depth review of the Marketing Strategy of PTT. Let’s begin by learning about Progressive’s origins, competition, and digital presence of the company.
About PTT – Company Overview
PTT (Public Limited Company) is a state-owned integrated oil and gas, and petrochemical company limited. Also known as (the Petroleum Authority of Thailand ), it owns extensive submarine gas pipelines in the Gulf of Thailand. It operates in oil and natural gas, coal, power, and infrastructure businesses. The company carries out oil and natural gas exploration and production; oil refining; procurement, processing, transmission, distribution and marketing of natural gas; petrochemical production; storage and distribution of petroleum products.
The company has interests in refineries, oil and gas terminals and gas separation plants. It also conducts oil marketing and international trading. It distributes and markets petroleum products through a network of service stations and commercial markets. PTT has its operations across Asia, the Middle East, Australia and Canada. The headquarter of PTT Company is in Bangkok, Thailand.
| CEO | Auttapol Rerkpiboon |
|---|---|
| CMO | Suppakorn Chudabala |
| Area Served | Thailand |
| Industry | Oil and Gas |
| Market Share/ Revenue | THB 1.064 Million |
| Vision | To be a leading global chemical company for better living as we combine environmentally friendly innovations with advanced technologies to develop products that improve people’s lives. |
| Vision | Driven by power |
| Tagline | Think easier, think Progressive. |
Marketing Strategy of PTT Limited
They don’t appear to provide a detailed marketing strategy, though they appear to be creating numerous advertisements and attempting to increase their digital advertising over various platforms.
Segmentation, Targeting and Positioning
Segmentation
PTT Limited manufactures products in the fields of power generation, industrial engines, fire fighting systems, farm mechanization etc. 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
They target customers from original equipment manufacturers such as Service Outlets, and Service Dealers. PTT is Thailand’s biggest independent oil manufacturer and the preferred choice of all oil and gas both domestic and global.
Positioning
PTT maintains its position in high-quality projects. PTT has a long-standing commitment to creating responsible products. Sustainability is an integral component of their approach to business and work practices.
Marketing Campaigns
PPT relies heavily on marketing campaigns, which seems to have worked well for them over the years because they have consistently maintained a leadership position in the oil and gas sector of Thailand. In fact, they are the only company from that region acknowledged among Fortune 500 companies. They have done quite a number of campaigns using fliers both online and in-store. Below is a sample of the most recent one conducted in June.
Print media Promotions
The theme of this campaign is:
Get a 40 baht discount when ordering food or beverages through a tiffin pump.
It was successful for quite a number of reasons, highlighted below:
Customers could press to order food and drinks in many stores using either the Line Pinto Pump (Line @pintopump) or QueQ application before turning into the gas station and getting their order without having to wait in long queues.
They have the option to pick it up or have it delivered to their home with a special promotion for first-time users valid for a period of time.
Print media Promotions
The campaign theme is Get it for free! 1-bag of onions or garlic
When refuelling any type of gas, 300 baht or more/receipt, get free! 1 bag of red onions or onions or garlic from the 22nd of April 65-Apr. 24, 65, only PTT Station service stations in Bangkok, 184 participating stations. Fueling up and also helping to add smiles to Thai farmers’ faces.
Print media Promotions
Campaign theme: Get a free OR Gift Card worth 300 baht and enjoy free parcel delivery or deposit at the Boxsi kiosk.
Customers could get free delivery of parcels weighing no more than 5 kg. or deposit at the cabinet for those who register for the application BOXSI for the first time.
Social Media Marketing
The company has a social media presence in the following space:
Facebook has about 725 followers.
LinkedIn: Two accounts, the main group has about 30.2k followers and about 156,950 posts a week ago.
Twitter has over 20.000 followers, currently with about 207 tweets.
They have no account on Instagram and are most active on LinkedIn, where they have quite a following compared to their other accounts. Their social media usually consists of content centred around informational, promotional, and product launches.
SEO Strategies
PTT does not utilise its SEO strategy to the fullest. Most of its traffic does not come from online searches. The number of keywords generated from the website is below 10,000, which is just average. PTT groups seem to appear in over 3000 organic keywords and that is considered quite okay but not commensurate to the number of insights that they should have to look at their position in the industry.
The site is visited by over 8000 unique monthly users. A lot of improvements can still be made in its marketing strategies while making sure they improve its position in SERP results on Google.
Influencer Marketing
The process of identifying, engaging, and supporting individuals who initiate conversations with a brand’s customers is known as influencer marketing. It is a growing trend used in public relations campaigns. In recent years, this strategy has become increasingly focused on social media, allowing brands to market through social media influencers. Influencer marketing will also be a big trend in 2022 and beyond.
Influencer marketing, which mixes brands and influencers working together, maybe a strong strategy that may help businesses develop. It is a marketing approach that’s been employed successfully by thousands of organisations and brands for over a decade and is still growing.
PTT has not been associated with involvement with influencers. It doesn’t use influencer marketing.
Ecommerce Strategies
PTT does not have an online selling portal for all its products. Though they have an application (Qque application) used to place orders for various foods in their retail sectors. They do not sell petroleum products using this particular app.
Mobile Apps
PTT group uses QueQ-no more queue line app to accept customers’ various orders for food while they refuel their tanks. They no longer have to stand or sit around the restaurant outlet or the bank branch while waiting in a queue because QueQ can help them. With the new break-through feature “QueQ Takeaway,” where food can be pre-ordered through the app, users can spend time shopping around for a bit and get a notification so they will never miss their order once it’s ready.
Content Marketing Strategies
PTT is not very active on social media. They only have a presence on LinkedIn, Facebook, and Twitter, with no presence on Instagram. The number of followers on these platforms is also not high. Their few posts are related to promotional information, awareness of other services offered, and a bit of information about the plans of the organisation. They only majorly focus on service marketing and have been consistent. All our discussion above has been devoted to looking into PTT’s marketing strategy. We can safely draw our conclusions below.
This ends the elaborative marketing strategy of PTT. Let us conclude our learning below from the marketing strategy of PTT.
Conclusion – What’s unique about PTTs’ marketing?
There has been a drastic change in customer needs in recent times. They do not use the gas station only to refill the gas, but also to take a break and shop. This effect of the changing behaviour of the customers means that the business needs to adapt and change its services to meet the customers’ needs accordingly.
To remain the leading industry in Thailand, they consistently conduct research and improve products and services to deliver an impressive experience, invigorate SMEs, and grow together into a world-class organisation. This is unique, and they are constantly looking for ways to pursue new business opportunities. They must create shared values for all stakeholders in a balanced and sustainable manner and bring pride to all Thais. This strategy is good and has worked over time because they do not rely on social media or use digital marketing extensively, just service marketing. We believe they can achieve more if they utilise digital marketing effectively.
We should not take for granted the benefits that can be achieved by implementing digital marketing into the core of any business. Individuals and organisations have fully embraced this fact and are working towards incorporating it into their business. The right campaign strategies can make or break a company’s brand image and determine how a company’s image is viewed. Effective campaigns can be designed through digital marketing. Learning about the growing field is an important first 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 PTT has given you a good insight into the company’s marketing strategies.
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