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Marketing Planning and Communications
Pages 10 (2510 words)
British Petroleum Introduction British Petroleum is a large-scale international energy providing company. Their focus is on both upstream and downstream energy assets as well as discovering alternative energy solutions (Ulph, 2010). Towards 2010, British Petroleum was only referred to as BP in an extensive PR campaign to launch the company as “beyond petroleum”, this campaign was manoeuvred by the Ogilvy PR with the strategic goal of enhancing the brand perception and establishing the company as the market leader in petroleum industry.
On the shore on the other hand, were millions of inhabitants who had barely recovered from the rampage of Hurricane Katrina and the like. The Gulf of Mexico was also polluted with 5 million barrels of crude oil and methane gas, surpassing the Exxon disaster within four days (Sachs, 2012). Biggest Corporate Fine in US History British Petroleum has so far put aside $42 billion payable as fines, compensation to the victims and well as restoration costs (the economist, 2013). In other words, the company has paid 14 billion for restoration and clean up of the site, 17.5 billion as compensation to individuals and small businesses, $4 billion in the form of criminal charges to the Department of Justice as well and $3.5 billion as penalties for oil leak under the America’s Clean Water Act (the Economist, 2013, p.66). Integrated Marketing Communications According to Percy (2008) integrated marketing communications is about planning, it aims at delivering a consistent and effective message. ...
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