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PETRONAS Integrated Market Communication

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PETRONAS Integrated Market Communication

Integrated market communication refers to new and old communication methods that
combine advertising, public relations, and sales into a single, unified message. Businesses need
to reach out to their customers and maintain their loyalty during the period of COVID 19. In
recent years, the communication industry has been important in people's lives, businesses,
societies, and organizations (Richard, 2018). The factors employed by the company in
accomplishing integrated communication are promotional strategy, services, product branding,
company identity, image, and market strategies. The success of businesses, products, services,
and branding is largely dependent on integrated communication.Integrated market
communication also creates, produces, and distributes messages to achieve the desired results.
To develop strategic communication, the selection of the communication channels and the
creation of messages are essential. This paper seeks to discuss the integrated communication
network adopted by the Petronas company during the COVID 19 pandemic.

PETRONAS employs integrated marketing communication to coordinate promotional

efforts for persuasive and informative effects. PETRONAS sells its products directly to
customers and industrial dealers and through its station network. Petronas' IMC strategy
carefully coordinates and integrates its communicational channels to produce a compelling,
consistent, and unambiguous message about the company and its goods. Given the high
competition and pressure on businesses, the communications jobs are vastly different (Haupt &
Fischer-Hirchert, 2020). Following market segmentation, Petronas devises a promotional
campaign based on the amount of money the firm wants to spend.Petronas company adopts two
main objectives of IMC.Firstly, desires;cultivating desires in petronas moves their customers
from liking their products and deciding on making purchase.The desire in customers are created
by elevating their perception of the companies products.This is done through free trials of the oil
products.Since their conumers know the value they produce, they tend to be more comfortable
when purchasing the goods.Furthermore PETRONAS achieves the IMC by establishing
emotional connections hence creating lasting relationships with their customers, ultimately to
gain trust and developing long term sale.

Another objective of petronas company IMC is creating interest in their products

through informing their customers on what differentiates their product and services from their

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competitors. Petronas generates intrest in their customers with ultimate aim of increasing the
demand of their products This objective tend to build relationship with their customers and
make them interact with the companies products.

Steps In Integrated Marketing Communication In Petronas.

Identifying the target audience: Petronas knows its customers' behavior and decision-making
complexities. The company's primary target demographic is motorcyclists. The majority of
bikers are young people looking for motorcycle adrenaline. As a result, channeling their message
to their audience's decisions improves the effectiveness of marketing communication.

Identifying communication goals: The primary goal of objective communication in a business

is to deliver messages, instructions, procedures, choices, and policies; hence, Petronas employs
communication objectives to raise awareness of their products among motorcyclists. The
corporation persuades clients to buy their items after informing the target audience.

Selecting a message: A company that chooses to deliver its services and products strictly sends
a distinct market to its consumers. There is a various appeal that PETRONAS aims for to market
their products.One of these syntheses are safety, through the safety outdoor( Hossain, 2018).
Petronas targets their points to safety which is an effective tagline since safety is everyone’s
concern. Petronas puts efforts in promoting their gas products through cooking, recipes, and
safety tips, educating the public on the safety skills informally introducing services and Petronas
gas to the potential customers.

Selecting media: IMC campaigns deliver consistent messages across the social media channels
such as television, mobile marketing, newspapers, and direct mail. Since COVID 19,
PETRONAS company has promoted its products through newspaper media which is the
common media used. Apart from newspapers, the company has ventured into product placement;
an example illustrating the product placement promotion is the F1 vehicle which is popular to
individuals who are into car racing of f1

Selecting a message source: Petronas message sources create, imagine, and send the messages.
The sources encode the messages by choosing the best words to convey the intended messages
and presenting the ideas to the targeted audiences. Source selected messages have promoted

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Petronas goods and services through word of mouth or endorsement. It is most similar to product
placement since the drivers of the cars act as PETRONAs endorsers or ambassadors.

Obtaining feedback: Receiving feedback is crucial in PETRONAS company since it enables it

to ensure that it is heading on the right track of satisfy its consumers. The feedback forms in
Petronas are always available to the public in providing their opinions on the Petronas products
and services.

Methods of PETRONAS Integrated Market Communication

Integrated marketing communication motivates marketing practices to be more effective

and efficient. It relies on multiple communication methods and consumers' touchpoints to give a
consistent message in many ways and in a more compelling means. Petronas's methods for
integrated marketing communication during COVID 19 entail promotion mix, advertising, sales
promotion, and public relations.

Promotional mix

Promotional mix refers to the particular combinations of the channels, tools, and
processes used in promoting business offerings. If PETRONAS' excellent services and products
are appropriately promoted, they can create revenue. Every company's promotion mix includes
several promotional aspects to produce a full package for the company's services and products
(Alananzeh, Tarhini, & Algudah, 2018). However, the final effect varies depending on the
number of substances used. Petronas combines many sorts of promotion mixes to create a one-
of-a-kind campaign. PETRONAS has its promotion mix, including public relations, sales
promotion, advertising, and word-of-mouth.

Advertising

PETRONAS spends more money on advertising to promote its products and services.
Magazines, banners, posters, and newspapers are among the advertising media used by the
company. However, television advertising was the most widely used and effective advertising
medium used during the COVID 19 pandemic. Petronas television commercials are usually
memorable and one-of-a-kind. The advertisements are frequently released in connection with
popular national holidays such as Hari Raya, national day, Chinese New Year, and Deepavali

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( Hossain, 2018). Petronas advertisements typically depict friendship, family, and racial values,
which emotionally impact consumers.Since of the distinctive method of portraying the values,
Petronas television advertisements have become viewers' favorites.

Word of mouth.

Word-of-mouth marketing has become the best-kept marketing secret in the world. It is a
formal way to prompt services and products free of charge. Most companies include this
marketing aspect in their promotion mix, although the level of word of mouth is used for each
company. Customers would inevitably discuss if PETRONAS used a new advertising approach
and maintained good public relations. Consumers chatting about PETRONAS is an evident of
the way word of mouth is used in the firm. Customers' conversations may directly promote the
company's products, but they also raise awareness about the company.

Public Relations.

Public relation refers to the deliberate, sustained, and planned efforts in establishing and
maintaining mutual understanding between the company and its public. PETRONAS develops
public relations by providing public services, scholarships, and arranging events. The Petronas
corporation scholarship program assists students in furthering their education. During COVID
19, PETRONAS provided education to around 1300 Malaysian students. Additionally, during
COVID 19, Petronas contributed to long-term economic development by building infrastructure
in areas where their petrol stations are located.

Personal selling

Personal selling entails face-to-face selling in which the salesperson convinces the
customers to purchase products. Integrated marketing communication through personal selling is
carried out with people who create connections between buyers and companies ( Hossain, 2018).
Petronas personal selling informs potential customers and uses their powers to persuade and
remind customers of the products' characteristics, prices, service agreements, and deals. Personal
selling is an integrated communication tool that aids in getting customers' feedback. In Petronas
company, effective personal selling addresses issues entailing buyers' preferences and needs
without making them feel pressured. Petronas sells persons offer information, advice, and

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recommendations and assist buyers in saving money and time during the decision-making
process. Sellers give honest responses to consumers' questions and objections.

PETRONAS's common personal selling approaches include demonstration, conversation,

sales presentations, field selling, and reference selling. Personal selling benefits Petronas
company by promoting sales, boosting word of mouth, and minimizing wasted efforts.
Furthermore, personal selling evaluates a company's return on investment which is a better tool.
Also, it responds to consumers' behavior and feedback on a certain product offer or market
campaign.

Digital marketing

In PETRONAS company, the digital market has a lot of ground, content, social media
marketing, and websites. Digital marketing techniques and tools evolved rapidly due to
technological advances(Juska,2021). The umbrella terms incorporate all means by which digital
technologies are utilized to market and sell the company’s products, ideas, services, and
experiences. The company uses the internet and online digital technologies for exams desktop,
mobile phones, computers, and other digital media to promote the company's product in the
covid 19 ara. Digital marketing has advantage the company by connecting the business to their
customers when they are online. Time has also used digital marketing in defining its audience
and reaching potential customers.

Sales promotion.

Sales promotion is a successful method of persuading potential clients to purchase items

and services. Sales promotions are marketing strategies that temporarily increase sales of items
and services in addition to the core value provided. Petronas used sales promotion marketing
communication to sell their goods during the COVID 19 issue. The sales promotion strategies
increased the company briefly and attracted new clients, resulting in repeat purchases. The
promotion is beneficial to Petronas' company since it establishes customer loyalty and
encourages customers to exchange gifts and samples, such as free oil. As a result, Petronas'
consumer expectations are rising in tandem with the company's sales promotion efforts.

Roles of integrated marketing in Petronas company

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At PETRONAS, IMC is most effective when created as a well-planned strategy for

developing international business penetration. PETRONAS has historically launched its entry
into target markets by exporting and establishing sales sub-diaries abroad. IMC assists in the
promotion of services and products by educating and enlightening consumers about their oil
products(uhammedrisaevna, Bayazovna, & Kakhramonovna, 2020). PETRONAS developed
communication efforts that targeted future customers in a specific way thanks to the strength of
customer knowledge—using banner ads, e-mail marketing, viral marketing, and experiential
marketing. The IMC gas allowed the company to change customer purchasing patterns and has
forced Petronas to seek competitive advantages by focusing on creating an enduring relationship
with their customers. The knowledge of IMC has also allowed PETRONAS to create prolonged
campaigns to target wider audiences. By selecting the right channels, the company has taught the
company officials to determine a proper channel that will give their customers the right messages
concerning the product values and services.

Furthermore, information technology has increased the company's incentives to

implement such marketing methods. Also, IMC greatly enhances sales production by connecting
potential buyers to the company's websites that give good sakes and services inline, attracting
target audience and increasing sale volumes. IMC provides commercial prospects to pertains
brand owners while also legitimizing the company's involvement in eCommerce upkeep and
development. Reflecting on the social ability of the consumer participants and the brand's
prospective new marketing techniques, IMC also facilitates access to information, the expansion
of self-help services, and the widespread shift from a buyers' to a sellers' market. As a result,
IMC provides more options for promotion and advertising and connections with customers and
suppliers throughout the COVID19 epidemic.

Conclusion

PETRONAS markets its products directly to customers and through industrial dealers and
its station network. The components employed by the organization in achieving integrated
communication include promotional strategy, services, product branding, company identity,
image, and market strategies. Given the high competition and pressure that businesses face,
communications positions are vastly different. Integrated communication is critical to the success
of businesses, products, services, and branding. Communication also creates, produces, and

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disseminates communications to achieve the desired results. Developing strategic

communication requires the selection of communication channels and the formulation of
messages(Hosain, 2018). Petroleum markets are highly competitive; a multinational corporation
in a mixed market country uses IMC methods such as promotional mix, advertising, sales
promotion, and online marketing to promote their products. The marketing strategy analysis
deals with competition, targeting strategy, and market promotion; PETRONAS falls into market
categories. The steps of defining the target audience, selecting a medium, selecting message
sources, and providing feedback contribute to the effective corporation of the organization.

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References

Alananzeh, O., Tarhini, A., & Algudah, O. (2018). The effect of promotional mix on hotel
performance during the political crisis in the Middle East. Journal of Hospitality and
Tourism Technology.

Haupt, M., & Fischer-Hirchert, U. H. P. (2020). Optical Development Steps of a Fully Integrated
Miniature Spectrometer Designed for Injection Molding Fabrication. Optics, Photonics,
and Lasers, 44.

Hossain, R. (2018). Analysis of Marketing Activities of Not common Advertising.

Juska, J. M. (2021). Integrated marketing communication: advertising and promotion in a digital

world. Routledge.

Richard, M. (2018). Safety climate and safety performance among Petronas sub-contractors truck
drivers (Doctoral dissertation, Universiti Utara Malaysia).

uhammedrisaevna, T. M. S., Bayazovna, G. N., & Kakhramonovna, D. A. (2020). Goal and

objectives of integrated marketing communications. Economics, (2 (45))

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