Published by MBA Skool Team, Last Updated: December 15, 2016
Marketing Strategy of Total analyses the brand with the marketing mix framework which covers the 4Ps (Product, Price, Place, Promotion). There are several marketing strategies like product innovation, pricing approach, promotion planning etc. These business strategies, based on Total marketing mix, help the brand succeed.
Total marketing strategy helps the brand/company to position itself competitively in the market and achieve its business goals & objectives.
Let us start the Total Marketing Strategy & Mix to understand its product, pricing, advertising & distribution strategies:
Total Product Strategy:
The product strategy and mix in Total marketing strategy can be explained as follows:
The product offerings of Total include in the field of Oil & Gas, Solar Power and Bioenergies. Its product range includes safe and reliable cylinders, automotive lubricants, special lubricants for racing cars and also for industrial purposes. Total also offers full range of product as a one stop solution for all industrial requirements including Crumb Rubber Modified Bitumen Emulsions, and Polymer Modified Bitumen. It has specialized products in industrial lubricants for cement, chemicals, food & beverage, and also iron & steel industry. Total manufactures and supplies most advanced products such as Cationic Bitumen Emulsions for road constructions. It has been a tried, tested and one of the most promising supplier for F1 racing cars. This covers the products in the marketing mix of Total.
Total Price/Pricing Strategy:
Below is the pricing strategy in Total marketing strategy:
Being highly influenced by the fluctuations in the prices in the international market for crude oil Total adopts various strategies depending upon the market price, demand and the sector to which it is delivering its products.
The marketing mix pricing strategy for Total is dependent on price of crude oil, demand and government pricing. It is buying assets in LNG and offshore oil. For its premium products such as supplies for industrial purposes that includes boilers, heavy machinery etc. Total has strategically cut down on its traditional methods of power generation and switched to coal-fired power plants for generation of power required in the energy sector.
Total Marketing Strategy comprises of not only its Marketing Mix, but also segmentation, targeting, positoning, competition and analysis like SWOT. Also read Total SWOT Analysis, STP & Competitors
Total Place & Distribution Strategy:
Following is the distribution strategy in the Total marketing mix:
Total has its headquarter in France. This 92-year-old company has expanded its business world-wide through its intensive and mature distribution channels. It operates its oil sand project in Athbasca region of Alberta, Canada cutting its operational costs. Total has several of its stockists and distributors across the country carrying out its sales mostly across B2B. It has its Resear & Development centre in Navi Mumbai which has been first of its type in places other than France which is functional in providing technical support and specific needs of Asian Markets.
Total provides ultimate business growth and extensive franchise support for its distributors in terms of site selection, training and marketing in view of tapping and serving clients of the respective geographical areas across the globe.
Total Promotion & Advertising Strategy:
The promotional and advertising strategy in the Total marketing strategy is as follows:
Total creates promotion of its brands through various online social media platforms such as facebook, twitter etc. It also offers car tips, organizes competitions, quizzes creating buzz across its consumers an well as students. It often declares attractive prizes like Apple ipads to multiple winners. Total also engages in offline media such newspapers and leading auto-magazines grabbing the opportunity increase its visibility amongst its prospective consumers. It also involves itself in CSR activities demonstrating respect for its stakeholders and also involves them in maintaining the relationships. It also carries out various activities amongst the communities that bring social and economic upliftment to them. This gives an overview on the marketing mix of Total.
Total S.A. is a French based multinational with its presence in Oil and Gas industry. It has been one of the seven largest oil companies in the world. It caters to entire operation right from natural gas and crude oil exploration, production, refining, transportation, trade of the oil and petroleum products as well as its marketing across the globe. Total has also been the large scale chemical manufacturer in the world. It is one of the large companies involved in production of automotive lubricants.
Total is ambitious about becoming responsible energy major in next 20 years. In this regards Total has been contributing in sector of Renewable Energy systems in terms of facility design, operational excellence, use of associated gases from oil and production units and continuous research and development.
This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.
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