Ri Chen (A47216608)
Xiyan He (A47090364)
Yuewen Sun(A47215799)
Chen Wang(A47595711)
Yinan Zhao(A47235245)
Value Propositions
I. Product Leadership
Price
Huston, Tx-based Cameron Internationis a leading manufacturer of pressure control equipment used in onshore, offshore, and subsea applications for oil and gas drilling, production, and transmission
2. Operational Excellence
The company also has a diversified product portfolio, Specialty Service capabilities and proprietary technological expertise
3. Customer Intimacy
I.Price Sensitivity
Low Price Sensitivity due to the uniqueness of the service provided
Cameron mainly focus on improving the advanced technologies which worth the price
II. Pricing Strategies
Fairly high compare to the small order competitors; Fairly low compare to the competitors focus on the same area
Excellent after-sale service, and being avaliable to the customers all the time
Introduction
Target Market Segment Continued:
Target Market Segment
Valve Measurement: the company's products
development includes 3 business segments which were divided into 9 divisions
Compression System & Process: the company's operation division to support its whole system, including custom process systems & centrifugal compression.
Segments & Divisions
Drilling & Production System: refining construction and manufacturing. (i.e. advertisements about its products & services, mining and farming equipment)
Cameron is a leading provider of flow equipment products, systems and services to worldwide oil, gas and process industries.
Brand Strategy
Engineered &Process Valves
Drilling & Production Systems
Valves & Measurements
Process & Compression Systems
Process Systems & Reciprocating Compression
Cameron operates around the world from more than 300 locations covering virtually all of the world’s oil and gas operating basins. Approximately 2/3 of its business comes from outside the United States.
Positioning
Intelligent
Exxon Mobil Corporation
BP p.l.c.
Segmentation Variables:
Location
Financial Condition
Demographic
Religious
Climate
Ownership
Cameron International
Repsol, S.A.
Not Social Beneficial
Social Beneficial
Stupid
Vision
Understand Customer Behavior
Psychological Factor: Motivation, Learning
Ideas to Influence Consumer Behavior
Base technologies
Compression system
Integrity
Respect
Leadership
Excellence
Innovation
Focus on large expensive orders.
It's not protect against volatility
in any way of its markets,like compression
Skilled personnel
across the developing
technological & practical
solutions
Key Product: Automatic Tank Gauging System
Read the feedback from customers carefully, and satisfy the customers' needs, especially on the technology support. Also, the advertisement to give expression to advanced technologies and employee support.
Most industries' people are motivated to buy this by measure levels, mass, volume,and temperature simultaneously in single and/or multiple tanks, such as Airports, large fuel storage and ships. And they are learning to used liquids other than fuel for the system.
The Marketing strategy & planning process
Satisfaction and Loyalty
- Core value: Integrity, Respect, Leadership, Excellence, Innovation and Responsibility.
- Business Definition: Cameron is committed to making available a wide range of reference materials, to include technical documentation and related sales information.
How to create satisfaction and loyalty?
We have strict, control on our manufacturing process, which ensures the Q of all of our products. We have an organizational product brand structure aligned to global upstream to down stream flow equipment market segments.
What is the current customer satisfaction scores for your organization or a competitor's organization?
Cameron International ranks first in flow control equipment, surface well heard frees, surface production equipments and offshore applications among all oiled supports, competitors.
Continued:
- strategic direction: Cameron goes to market under the common trade name if Cameron using an organizational and product brand structure aligned to global upstream to downstream flow equipment market segment.
- strategic infrastructure: Compression systems
Dominate strategy:
- Differentiation: Cameron is a leading provider of flow equipment products, systems and services to worldwide oil, gas and process industries.
Global Marketing Environment
Advantages of social media:
E-commerce and social media:
INTEGRATED MARKETING COMMUNICATION CAMPAIGN:
- On their website, it's easy for customers to find a button called feedback. Under this button, customers can write all of their thoughts and suggestions for the company.
- For their own unique ways of social media which is Linx and "DNA", it's a lot easier for employees to communicate with each other, which help the company to improve their business process. And also make closer relationships between employees and bring them together.
Type of mass communication activities:
Sales promotion:
Cameron sells products and services with high quality and professional after market services so they dont do sales promotions.
Adversing: an advertisement called cameron internation-- shale guys is on YouTube advertises that Cameron is gas product retailers.
INTEGRATED MARKETING COMMUNICATION OBJECTIVES:
Provide information: Cameron International uses their famous and special technique which is "20k and 25k BOPs" on their website to attract customers attention.
Create demand for products: Cameron international usess their advanced technology to attract customers so that it creates a increasing demand for oil.
Communicate value: the company backs its values with tohust life-of-field programs ensuring customers receive comprehensive support and a sustaining partnership.
- The company uses internet and their official website to communicate. Under their website's Resource Library's button, there are a lot of choices for their customers to search such as products documentation, animation, reports cost studies and more. they have all kinds of products listed in the resource library.
Social media: they use their own website, facebook, twitter and so on. Also, they have their unique ways.
- Linx: Cameron's internal collaboration community linx provides an online space for employees to make connections, share ideas and expertise, gain new insights and facilitate better communication globally across the enterprise.
- "DNA": Development and networking association. DNA is a networking group designed to immere new employee in their values, culture and community to bring them all together.
Industry structure environment analysis:
- Rivalry among existing firms: Schumberges NV. This company is a supplier of technology integrated project management and information solution customers working in the oil and gas industry worldwide.
- Potential entrants: Biofuel Box.
- Suppliers: Alcoa, Textron, PPG Industry.
- Intermediaries & Buyers: Siemens, National oilwell.
- Substitutes: New energy, low cost, new advanced technology.
Types of mass communication activities(continued) :
Public relations: Cameron International has online chat on their websites and also it's easy for their customers to submit their feedback on the website too.
INTEGRATED MARKETING COMMUNICATION OBJECTIVES (CONTINUED) :
Communicate product Uniqueness:
their unmatched experience has allowed us to create a seamless process that integrates industry best practices with comprehensive support and service.
Closing the sale: cameron's high quality values are trusted for reliable service in some of the most demaning applications.
Brand Equity
Brand Awareness: Cameron maintains a commitment to supporting and maintaining its well-organized brand names.
Half Goods
Half Services
Services
with Goods
Goods with
Services
Almost Pure Services
Pure
Goods
Perceived Quality: "WKM", "DEMCO","ORBIT", and the others were powerful brand names when they were acquired by Cameron.
Product Life Cycle Curve:
Introduction: BOP(Blowout preventor); BOP with rams; BOP iwth larger bore size and higher ratings.
Growth: saphisticated subsea BOP stack system; electro-hydranlic multiplex drilling control systems; poioneered subsea production.
Maturity: First 15k production system; first EH MUX control system; sproltree horizontal prodution system; CYNARA Membrane system.
Decline: Oil and gas field services industry report; old energy using system; deep water; high pressure.
Applied Technology
Flow Back & Well Testing
Drilling Pressure Control
Centrifugal
Compression
Sub sea
Production
Refining
Oil
etc.
CAMSHALE
Services
ECO2
Production
System
Frac Support
etc.
Production
Valves
Actuators
with
deliver
solutions
Upstream
Drilling
etc.
Drilling with
full set
aftermarket
services
Chemical
Injection
Valves
Valve
Automation
etc.
Brand Associations: Cameron is a company built on a legacy of strong and reputable names.
Marketing Strategy:
- Search Qualities: for pure goods such as Land & Platform products series.
- Experience Qualities: for combined category such as Chokes products series.
- Credence Qualities: for almost pure services such as CAMSHALE service series.
Cameron represent the quality and preservation of value on its brand strategy. Comparing with the competitors' brand, the Cameron brand is all about raising performance of services and equipments.
Cameron International knows how to work brand strategy under pressure.
Organizational Benefits From Brand Equity
Product Development Strategy Cont.
Product Development Strategy: Cameron International is a technology company that provide innovative products, and the company is known for the breadth of its products.
Cameron built the brand equity by provide products focus by grouping brand names and products into functional groups, or divisions. By doing this, company can increase the customer loyalty, because each division can focus on its specific set of customers, technologies, and unique needs.
i.e.:
New Product Development: Stage-gate methodology
Continuous Product Development: Crude Oil Foam Testing
Dynamically Continuous Innovations: Oil & Water Separation Loops
Cameron International