Petrobras Marketing Mix

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Marketing Mix of Petrobras analyses the brand/company which covers 4Ps (Product, Price, Place, Promotion) and explains the Petrobras marketing strategy. The article elaborates the pricing, advertising & distribution strategies used by the company.

Let us start the Petrobras Marketing Mix:

Product:

Petrobras is very much concerned about the quality of the product that they deliver to its customers. They believe that technology and brand that Petrobras has, it can guarantee the product quality. It has always fulfilled specific needs of markets. Wherever you go, you can find Petrobras quality products everywhere. Their products are very famous in automotive sector. Fuel – one of the products that Petrobras relies upon. They have done lots of research to come up with good quality and efficient fuel for the vehicles. They have setup service stations at various locations where they can measure the performance of the product. There are various products that Petrobras offers under fuel. Gasoline – commonly used fuel in Brazil. It is mainly used by light vehicles for private use and transportation. Other products are Diesel fuel, Ethanol, Vehicular natural gas and lubricating oil. Their products are also widely used in aviation industry such as aviation kerosene and jet fuel. They have always followed and complied with best international practices when it comes to aviation industry. This makes their product world-class. They are also present in agribusiness, maritime and rail sector. This explains the product strategy in Petrobras marketing mix.



Image: Wikimedia


Price:

Pricing plays an important role when dealing with companies in the petroleum industry. Petrobras is a company that is customer oriented. It believes in all round satisfaction of its customers. There is no such kind of competitive based pricing neither company can alone decide the prices of such products. The main factor that comes into play is the trade margins and taxes. These two entities that decide the final price that has to be charged from customers. If we see the pricing strategy that has been adopted by Petrobras differs from products to products. For a liquefied petroleum gas, the prices include taxes and how much Petrobras has to incur cost for the products. On top of it, retailers put their share and then sell to customers. Thus, we can say that Petrobras follow a marketing mix strategy of cost based pricing.


Place:

The distribution channel of Petrobras is complex and hard to understand. But it can be simplified if we take the major entities. Different products have different distribution channels. But, in a whole, most of its products follow a basic one that is explained further. The products that are ordered in bulk are given to distributors by the importers. Now, these distribution companies take the charge to distribute among different channels. Either they sell back the product to industrial segment in bulk with the help of tanker trucks or directly given to customers via bulk or bottles or send it to retail outlets. Thus consumers can directly buy from these retail outlets the bottled products.


Promotion:

Branding plays an important part to reach out to your customer base. And if it is done through professionals and known faces, it adds more value to it. Brand management is utmost concern for Petrobras. Much of the advertisements and promotions in its marketing mix strategy is limited to Brazil. They spend most of the money and time on social media advertisements. You can find its presence on most of the social media channels such as Facebook, Twitter, LinkedIn, Instagram and Google+. They are also present in the slide share. They have a YouTube channel where they come up with unique advertisements ideas. They also sponsor major events and clubs. From 1984 to 2009, they sponsored Flamengo in Brazil. They are the official sponsors of Brazilian men’s football club Brazilian Série A. They have also used film as a medium in order to increase presence among the customers. This covers the Petrobras marketing mix.


About Petrobras:

Petróleo Brasileiro S.A. — Petrobras, as also known as Petrobras, is a multinational corporation in the field of petroleum industry. It is a semi public held company that operates in the production, transportation, marketing, oil products, electricity, natural gas and many more. It’s headquarter is in Rio de Janeiro, Brazil. Recently, in the Fortune global 500 list, Petrobras was ranked at 58. It was founded in the year 1953 and has grown exponentially. Now, Petrobras serves with its products and services worldwide. 81,000 people are working with Petrobras. If we see the share percentage in Petrobras, almost 54% Petrobras shares are owned by Brazilian government. Brazilian development bank and Brazil’s Sovereign Wealth Fund together owns 10% of shares. Thus, state has 64% shares in total. It has four subsidiaries i.e. Petrobras Distribuidora, Transpetro, Petrobras Argentina and Braskem.

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The names and other brand information used in the Marketing Mix section are properties of their respective companies. The companies are not associated with MBASkool in any way. The brand names are used purely for educational/academic purpose only.

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