Marketing strategy of Repsol and YPF C Recovering Value

Posted by Zander Henry on Aug-22-2018

1. The vision of Repsol and YPF C Recovering Value

The vision of Repsol and YPF C Recovering Value is to be the leading quality service and product provider for customers. Being the best and the leading player means that Repsol and YPF C Recovering Value marketing strategy and operations focus on:

• Providing high quality of products and services
• Providing value to customers
• Concentrate on building customer experience

2. The mission of Repsol and YPF C Recovering Value

Repsol and YPF C Recovering Value marketing strategy is grounded in its mission. The mission for Repsol and YPF C Recovering Value is to be the favorite brand of the customers. This mission is essential for the marketing strategy of Repsol and YPF C Recovering Value as it focuses on all operations and marketing activities in the direction of:

• Consumer centrism
• Using research to understand and influence consumers

3. Brand Equity of Repsol and YPF C Recovering Value

Understanding and knowing the brand equity is vital for directing and giving meaning to the marketing strategy of Repsol and YPF C Recovering Value. The knowledge of brand equity will help in shaping Repsol and YPF C Recovering Value marketing strategy effectively – thereby facilitating the growth of business for Repsol and YPF C Recovering Value.

3.1. Brand awareness

• Repsol and YPF C Recovering Value has high brand awareness because of international operations
• The company focuses on higher budget allocation in the country of origin
• Each market for Repsol and YPF C Recovering Value has modified marketing and strategic directives and plans

3.2. Brand association

• Repsol and YPF C Recovering Value is directly associated with the brand name and product category
• Repsol and YPF C Recovering Value has a broad product portfolio
• Repsol and YPF C Recovering Value is associated with promising and delivering quality and innovative products
• Repsol and YPF C Recovering Value is also associated with excellent customer service

3.3. Brand loyalty

• Repsol and YPF C Recovering Value has been successful at gaining high consumer loyalty because of unique and influential marketing strategy
• Repsol and YPF C Recovering Value has a global customer base
• Repsol and YPF C Recovering Value keeps adding value addition to the products and product portfolio to keep consumers engaged

3.4. Brand asset

• Repsol and YPF C Recovering Value has a substantial brand value
• Repsol and YPF C Recovering Value also enjoys the high financial worth
• Repsol and YPF C Recovering Value focuses on building a reliable and robust employee base

3.5. Brand element

• Repsol and YPF C Recovering Value uses the brand element as a means of competitive advantage
• Uses adaptability in product, services, and marketing to meet different cultural demands

4. Situational Analysis of Repsol and YPF C Recovering Value

The situational analysis will help in developing the marketing strategy of Repsol and YPF C Recovering Value by conducting a thorough market analysis. This market analysis will aid in understanding the compatibility between external opportunities and other factors, and internal strengths – to be used to maximize the marketing influence of Repsol and YPF C Recovering Value.

4.1. SWOT

4.1.1. Strengths

Repsol and YPF C Recovering Value marketing strategy can benefit from the following internal advantages:

• Strong brand image
• Global distribution network
• Investment in market research
• Innovation

4.1.2. Weakness

Repsol and YPF C Recovering Value faces challenges in marketing strategy because of the following weakness:

• Slow organizational processes
• High product prices

4.1.3. Opportunity

Repsol and YPF C Recovering Value has the following possibilities of business growth:

• Green lifestyles
• Regional expansion
• Diversification

4.1.4. Threats

Repsol and YPF C Recovering Value faces business threats because of the following factors:

• Increased competition
• Increased imitation

4.2. PESTEL

4.2.1. Political

• Repsol and YPF C Recovering Value operates I markets with political stability
• Repsol and YPF C Recovering Value has funding support from the government for small businesses

4.2.2. Economic

• Repsol and YPF C Recovering Value enjoys high sales because of higher GDP
• Lower interest rates make business expansion and loaning easier for Repsol and YPF C Recovering Value
• Low inflation strengthens the financial position of Repsol and YPF C Recovering Value

4.2.3. Social

• Higher education and awareness increases sales of Repsol and YPF C Recovering Value predict
• Repsol and YPF C Recovering Value focuses on understanding consumers and fulfilling their demands through its offerings

4.2.4. Environmental

• Repsol and YPF C Recovering Value has an active CSR program
• Repsol and YPF C Recovering Value ensures environmental safety in all its operations

4.2.5. Legal

• Repsol and YPF C Recovering Value is aware of local and global laws of business and human resource management
• Repsol and YPF C Recovering Value abides by all statutes – especially labour law, discrimination law, and employee safety laws

4.3. Porter’s Five Forces

4.3.1. Threat of substitutes

• High risk of replacements
• Substitutes offer similar products at low prices

4.3.2. The threat of new entrants

• New entrants need high financial investment
• New entrants need updated technology for keeping par with industry progress

4.3.3. Bargaining power of buyers

• Sales made to end consumer directly
• Stocking of products at retailers, as well as own-controlled retail outlets

4.3.4. Bargaining power of suppliers

• Multiple suppliers of raw materials
• Suppliers are chosen after careful inspection, and through contracts

4.3.5. Industry rivalry

• High industry rivalry
• Players offer similar products
• Players compete through marketing to influence consumers

5. Marketing Objectives for Repsol and YPF C Recovering Value: The Marketing Strategy of Repsol and YPF C Recovering Value

Repsol and YPF C Recovering Value marketing strategy has the following objectives for the current financial year:

5.1. Increased market penetration

• Increase top of mind recall for Repsol and YPF C Recovering Value brand and products by 30%
• Increase sales for Repsol and YPF C Recovering Value by 40% by the third quarter of the financial year
• Achieve a trial rate for new products of 10% during the first quarter of the launch
• Increase consumption rate of existing products by 45% during the current financial year

5.2. Enhanced brand recognition

• Increase top of mind recall by 65% during the current fiscal year
• Increase brand recognition by 80% during the first two quarters of the current financial year

5.3. Increased use of digital marketing

• Acquire 25,000 new online customers during the financial year
• Increase website traffic through using blogging and email tactics effectively by 505 during the first two quarters of the year
• Acquire 65,000 likes on the official Facebook page of Repsol and YPF C Recovering Value during the first quarter of the financial year

5.4. Retail Growth

• Contract with five more leading supermarkets in the first quarter of the year to stock product at eye level shelving
• Contract with two leading online retail sites – eBay and Amazon – to stock our products, and increase accessibility for consumers globally by the second quarter of the financial year

6. Segmentation of Repsol and YPF C Recovering Value

Repsol and YPF C Recovering Value marketing strategy uses different means of segmentation to reach an increase in market penetration.

6.1. Demographic segmentation

6.1.1. Age

Repsol and YPF C Recovering Value has consumers of age groups

• 20-45 years
• 45-60 years

6.1.2. Gender

• Repsol and YPF C Recovering Value has a broad product portfolio for both males and females

6.1.3. Life-cycle stage

Consumers for Repsol and YPF C Recovering Value, according to the marketing strategy, are in the following various life cycle stages:

• Single students
• Single graduates
• Single people living at home/not living at home
• Young couples without children
• Married couples with one to four children – all at home
• Married couples with one or two children in college
• Old married couples with an empty nest

6.1.4. Occupation

The marketing strategy devises the following occupations for Repsol and YPF C Recovering Value consumers:

• Professionals
• Students
• House makers

6.2. Psychographic segmentation

6.2.1. Social class

• Repsol and YPF C Recovering Value focuses on segments of middle-upper and upper social classes

6.2.2. Lifestyle

Repsol and YPF C Recovering Value consumer segments have the following lifestyle characteristics:

• They aspire towards a better and higher living standard
• They want to be successful – professionally and socially
• They are not hesitant to try new things, products and services in life
• They are confident in their behaviour and attitude
• They are mainstreamers in their fields

6.3. Geographic segmentation

6.3.1. Region

• Repsol and YPF C Recovering Value has operations spread across the western developed countries such as America, the united kingdom, and the Netherlands
• It also has operations in emerging markets such as Brazil, India, and China

6.3.2. Density

• The focus of Repsol and YPF C Recovering Value remains on the urban part of the population

6.4. Behavioural segmentation

6.4.1. Personality

The marketing strategy defines personality characteristics for the consumers of the brand of Repsol and YPF C Recovering Value, such as:

• Determined
• Confident
• Ambitious
• Hardworking

6.4.2. Usage frequency

• The consumer segments for Repsol and YPF C Recovering Value are regular and frequent users of the product

6.4.3. Benefits sought

• Consumers seek functional benefits
• The focus, however, is more on the emotional benefits reaped from the consumption of the brand

6.4.4. Degree of loyalty

• Consumers are very loyal
• Have an emotional attachment with the brand

7. Targeting of Repsol and YPF C Recovering Value Positioning of Repsol and YPF C Recovering Value

The marketing strategy of Repsol and YPF C Recovering Value targets consumer groups based on segmentation as follows:

7.1. Target market

• The target market for Repsol and YPF C Recovering Value is from middle to upper class
• The target market is ambitious and desires to purchase high-end consumer products
• This target market also seeks affordability
• To meet target market expectations, the Repsol and YPF C Recovering Value focuses on quality control

7.2. Mass marketing

• The marketing strategy of Repsol and YPF C Recovering Value focuses on mass marketing
• This also requires unique marketing designs and product promotion programs
• Repsol and YPF C Recovering Value makes use of one strategy to influence all segments

7.3. Undifferentiated marketing strategy

• Repsol and YPF C Recovering Value does not differentiate between market segments
• It uses a single marketing strategy to target all segments and consumer groups
• Based on this, Repsol and YPF C Recovering Value also created the marketing mix under the marketing strategy as a singular one for the whole market – regardless of the segmentation divides.

7.4. Focus on quality

• Repsol and YPF C Recovering Value has created, developed, and maintained a brand that satisfies all consumers under the undifferentiated marketing strategy and mass marketing
• No compromise on quality has been made in the broad product portfolio
• To ensure the influence of a single marketing strategy, the Repsol and YPF C Recovering Value has also adopted a consumer-centric approach in its overall marketing strategy and operations as well
• This was used for targeting strategy as well as for maintaining growth

8. Company Competitive Advantage in the marketing strategy of Repsol and YPF C Recovering Value

The marketing strategy of Repsol and YPF C Recovering Value stands out from the clutter and competition. Repsol and YPF C Recovering Value has also achieved a sustainable competitive advantage in its marketing strategy. This is because of the following factors that Repsol and YPF C Recovering Value has utilized:

8.1. Cost-effectiveness

• Repsol and YPF C Recovering Value focuses on reaching consumers effectively rather than grandeur
• Repsol and YPF C Recovering Value focuses on developing an integrated marketing approach
• The use of digital marketing efficiently and expertly has helped the company reach a wider audience at a lower cost
• Repsol and YPF C Recovering Value has in-house copywriters for marketing campaigns which also helps in controlling costs
• Repsol and YPF C Recovering Value also focuses efforts on ground activities – which are less expensive than commercial marketing tactics

8.2. Innovation

• Repsol and YPF C Recovering Value has stayed updated with latest developments in marketing research and marketing knowledge
• Repsol and YPF C Recovering Value makes use of new and innovative tactics to reach its target consumers
• Repsol and YPF C Recovering Value also employs top of the field marketers to facilitate its marketing strategy and promotional campaigns
• Each marketing campaign launched by Repsol and YPF C Recovering Value is effective catchier and more influential than the previous one

8.3. Strong market research and consumer understanding grounded

• Repsol and YPF C Recovering Value marketing strategy is strongly grounded in consumer and market research
• Repsol and YPF C Recovering Value makes informed marketing campaigns and goals based on consumers’ behavioural feedback
• Repsol and YPF C Recovering Value also incorporates consumer feedback in its marketing strategy
• Repsol and YPF C Recovering Value marketing strategy is based on market trends, and consumer needs and wants

8.4. Making effective use of emotional appeals

• Consumers’ emotional needs strongly influence all marketing objectives and marketing goals set by Repsol and YPF C Recovering Value
• In addition to fulfilling functional needs, Repsol and YPF C Recovering Value also tries to fulfil the emotional and psychological needs of the consumer
• Repsol and YPF C Recovering Value tries to build a strong emotional bond with the consumer, which also results in high consumer loyalty

9. Distribution Strategy of Repsol and YPF C Recovering Value

Repsol and YPF C Recovering Value marketing strategy highlights the use of the following distribution strategy to maximize reach and accessibility for consumers.

9.1. Intensive distribution strategy

• Repsol and YPF C Recovering Value makes use of intensive distribution strategy because it is mass marketing
• Repsol and YPF C Recovering Value’s marketing strategy is based on undifferentiated segments, and thus an intensive distribution strategy allows high penetration and reaches in the overall market
• With the use of the intensive distribution, Repsol and YPF C Recovering Value tries to maximise its coverage of the markets where it's present
• For achieving the intensive strategy, the company uses hardcore 360-degree integrated marketing strategy and campaign to reach all consumers, across all segments in the market.

9.2. Direct distribution strategy

• Repsol and YPF C Recovering Value uses direct distribution country of origin as well as in locations where it has subsidiary operations
• The Repsol and YPF C Recovering Value also makes use of modern retailing channels
• Also, Repsol and YPF C Recovering Value makes use of e-commerce and makes a sale through online retailers, as well as through the company website
• Direct distributions have allowed Repsol and YPF C Recovering Value to increase market penetration and accessibility for consumers

9.3. Indirect distribution strategy

• This strategy is largely used for offshore operations where the Repsol and YPF C Recovering Value does not have a subsidiary
• In these offshore locations, Repsol and YPF C Recovering Value largely works through the export model
• This makes use of several intermediaries in between, before the product by Repsol and YPF C Recovering Value reaches the target consumers
• Intermediaries for Repsol and YPF C Recovering Value include not only the end retail outlets, but also sales agents, retail agents, and distribution agents in offshore locations

9.4. Selective distribution strategy

• For some products of its portfolio which are premium in nature, Repsol and YPF C Recovering Value makes use of selective distribution channel
• Repsol and YPF C Recovering Value has maintained a few outlets in the country of origin, and in selected offshore markets for these products
• These placements and locations are chosen based on the niche market that Repsol and YPF C Recovering Value has for its premium products
• These locations, placements, and marketing strategy helps make the company’s product selectively, but readily accessible for its niche target audience

10. Competition Analysis in the marketing strategy of Repsol and YPF C Recovering Value

The industry in which Repsol and YPF C Recovering Value operates is very responsive to market and consumer trends. Repsol and YPF C Recovering Value, therefore, needs to be vigilant in its market strategy towards competition – to make sure that it maintains its competitive advantage.

10.1. Strategic Group Analysis

• Repsol and YPF C Recovering Value competes with direct and close competition based on quality and price
• Consumers choose between different companies from the industry based on their functional offering
• Consumers have progressively evolved to strengthen loyalty and form an emotional bond with products that they consume
• Repsol and YPF C Recovering Value also competes, thereby, with close competition for building stronger brand image, increasing consume loyalty, and for forming strong emotional ties with the consumer

10.2. Industry rivalry

• Repsol and YPF C Recovering Value experiences high industry rivalry
• The barriers to entry for the industry are low, and new entrants gain easy access in the industry
• The number of local as well as global players is increasing

11. Marketing mix of Repsol and YPF C Recovering Value

The marketing mix for Repsol and YPF C Recovering Value as per the marketing strategy is the following:

11.1. Product

• Repsol and YPF C Recovering Value has a broad product portfolio
• Repsol and YPF C Recovering Value provides mass marketed products for all segments across the market undifferentiated
• Repsol and YPF C Recovering Value also provides some selected, premium products to niche customer groups
• All products in the portfolio consistently maintain high quality
• All products are tailored to meet consumer specifications, demands and needs across different regional markets
• The Repsol and YPF C Recovering Value maintains a high focus on innovation in products and introduces new products frequently to keep the consumers engaged

11.2. Place

• Repsol and YPF C Recovering Value wants to have a close, emotional and personal relationship with its consumers
• The company maintains high control in its distribution strategies – especially through direct distribution strategy
• The company has a presence in leading supermarkets
• The Repsol and YPF C Recovering Value also has company-operated stores in malls, and otherwise to make products accessible to consumers easily
• Repsol and YPF C Recovering Value also makes use of e-commerce to increase penetration and sales

11.3. Price

• The Repsol and YPF C Recovering Value prices its products so that its target consumers can afford it easily
• Repsol and YPF C Recovering Value uses relative pricing strategy for its products
• The price of Repsol and YPF C Recovering Value’s products include not only the high quality raw materials and value additions but also the enhanced customer experience they deliver
• The company’s pricing strategy allows it to enjoy stable revenue and profit growth

11.4. Promotion

• The Repsol and YPF C Recovering Value has a high budget allocated towards marketing activities
• The Repsol and YPF C Recovering Value invests substantially in digital marketing activities to reap high and effective results
• Use of digital marketing has also allowed Repsol and YPF C Recovering Value marketing strategy to cap costs and expenses
• Repsol and YPF C Recovering Value also takes part in direct consumer engagement through on-ground activities where the company initiates trials
• Repsol and YPF C Recovering Value also invests in traditional media channels to reach maximum consumers in the market

11.5. People

• Repsol and YPF C Recovering Value has a large workforce across different companies
• This workforce is continually trained to become experts in their respective fields of operations
• Repsol and YPF C Recovering Value hires without discrimination
• Repsol and YPF C Recovering Value ensures that its employees remain motivated through building an inspirational and creative organizational culture
• Repsol and YPF C Recovering Value focuses on also building and maintaining organizational commitment and loyalty in its employees

11.6. Process

• All activities at Repsol and YPF C Recovering Value - from raw material procurement to the final sale to the end consumer - undergo systematic processes
• The processes at Repsol and YPF C Recovering Value are well defined, and well communicated to all employees
• All employees are trained to follow the processes internally to ensure consistently high quality as well as timely production and deliveries
• The systematic processes also ensure a smooth running of operations at the Repsol and YPF C Recovering Value

11.7. Physical evidence

• The physical evidence for Repsol and YPF C Recovering Value includes the company logo, company store designs, and the product packaging
• Satisfied and excited customers in the retail spaces of Repsol and YPF C Recovering Value, as well as during product consumption create a bubbling and an inviting atmosphere
• The e-commerce website for retail by Repsol and YPF C Recovering Value is also designed with a friendly customer interface to allow maximum interaction with the brand
• The store designs created by Repsol and YPF C Recovering Value for its retail space allow consumers maximum interaction with the products directly.

12. Promotional tactics for the marketing strategy of Repsol and YPF C Recovering Value

12.1. Digital marketing

• The company uses social media for reaching consumers effectively
• The Repsol and YPF C Recovering Value interacts with the consumers directly, and engages with them, answers their queries and takes their feedback
• The company also shares information and build relationships with consumers through digital marketing
• Repsol and YPF C Recovering Value also makes use of blogging, emails, and content creations as a means of digital marketing

12.2. Conventional marketing

• The company uses a 360-degree approach in its marketing strategy
• This means that the company makes use of traditional marketing channels as well – such as TV, magazine adverts, and out of house placements

12.3. Influencers

• For direct, on-ground engagement, the company uses influencers
• Influencers interact with consumers directly, or through their channels of communication as a means of content creation and endorsing the Repsol and YPF C Recovering Value brand

13. Monitoring and evaluation of the marketing strategy of Repsol and YPF C Recovering Value

13.1. Changes in sales

• Repsol and YPF C Recovering Value regularly tracks its sales to identify the effectiveness of its marketing strategy
• Increase in sales reflect the success of marketing strategy of Repsol and YPF C Recovering Value
• Sometimes, Repsol and YPF C Recovering Value experiences increase ins ae after some time of the launch of the marketing promotions

13.2. Surveys and focus groups

• Repsol and YPF C Recovering Value frequently conducts focus groups and surveys to identify its brand worth
• These methods also help the company identify brand value, brand recall, and brand recognition
• Focus groups allow Repsol and YPF C Recovering Value to gather feedback on its marketing strategy and helps it understand consumers better

13.3. ROI

• Effectiveness of marketing strategy of Repsol and YPF C Recovering Value can also be seen through the revenue and profit growth
• Return on investment allows Repsol and YPF C Recovering Value to effective gauge the effect and influence of the marketing strategy, and measure its success

13.4. Attainment of marketing objectives

• All marketing objectives set by Repsol and YPF C Recovering Value are SMART
• The quantitative set against each of the marketing objective can facilitate attainment evaluation for the overall marketing strategy
• Successful and timely attainment of these marketing objectives highlight the success of the marketing strategy of Repsol and YPF C Recovering Value