BP Branding Presentation

BP BP

The Brand PositionThe Brand Position

BP BP

The Brand Position - OnlyThe Brand Position - Only

BP BP

The Brand Position – OnlyThe Brand Position – Only

BP is the only global energy companyBP is the only global energy company

moving to new sources of energy that moving to new sources of energy that

includes solar power. includes solar power.

The following Yahoo Finance chart shows The following Yahoo Finance chart shows

how BP is different.how BP is different.

BP BP Company:

# Category BP Exxon/Mobil Royal Dutch Shell Chevron1 Gas/Fuel Cards X X X X2 Gas/Petrol X X X X3 Motor Oil and Lubricants X X X X4 Liquified Petroleum Gas (LPG) X X5 Solar Power X6 Aluminum X7 Aromatics & Acetyls X8 Asphalt and Bitumen X X9 Crudes X X X X10 Shipping X X11 Gas and Power Energy X X12 Industrial Lubricants X X X X13 Marine Fuels and Lubricants X X X

Offerings/Services 13 5 10 6

BP BP

Three ThemesThree Themes

Progressive and ProfitableProgressive and Profitable

Alternative Energy Sources for BusinessAlternative Energy Sources for Business

Beyond PetroleumBeyond Petroleum

BP BP

Progressive and Profitable – Progressive and Profitable – (appeals to Investors Archetype) Moving (appeals to Investors Archetype) Moving

to new and profitable sources of energy to new and profitable sources of energy for the futurefor the future

BP BP

Business Alternative Energy Sources –Business Alternative Energy Sources – (appeals to Business Archetype) (appeals to Business Archetype)

Developing more efficient and Developing more efficient and alternative forms of energy to move you alternative forms of energy to move you aheadahead

BP BP

Beyond Petroleum –Beyond Petroleum – (appeals to Public Perception Archetype) (appeals to Public Perception Archetype)

Investing for a Greener futureInvesting for a Greener future

BP BP

Brand attributes supporting being OnlyBrand attributes supporting being Only

GreenGreen

ProgressiveProgressive

QualityQuality

BP BP

Green – Green – BP is the only energy company investing BP is the only energy company investing

in and pursuing alternative energy in and pursuing alternative energy sources; namely solar powersources; namely solar power

BP BP

Progressive –Progressive –

BP is striving to find more efficient ways to BP is striving to find more efficient ways to

produce energy with proven leadership inproduce energy with proven leadership in

solar powersolar power

BP BP

Quality – Quality –

BP focuses on safety and operational BP focuses on safety and operational excellenceexcellence

BP BP

Why will audiences respond? Why will audiences respond?

BP fulfills the needs of three archetypes - BP fulfills the needs of three archetypes -

BP BP

Investors Archetype: Investors Archetype: Investors are looking for profitable Investors are looking for profitable companies with less investment risk.companies with less investment risk.

BP is the only company vs. its direct BP is the only company vs. its direct competition coming up with unique competition coming up with unique and profitable alternative energy and profitable alternative energy sources. sources.

BP BP

Business Archetype:Business Archetype:

BP helps businesses be more energy BP helps businesses be more energy efficient and green through efficient and green through partnering. partnering. BP provides multiple BP provides multiple energy alternatives.energy alternatives.

BP BP

Public PerceptionPublic Perception Archetype: Archetype:

The lesser evil of oil companies, BP is The lesser evil of oil companies, BP is the greenest energy company with the greenest energy company with demonstrated leadership in solar demonstrated leadership in solar power.power.

BP BP

What specific audience needs does What specific audience needs does this position promise to fulfill?this position promise to fulfill?

BP BP

Investors :Investors : Are looking for profitable companiesAre looking for profitable companieswith new alternative sources of energy with new alternative sources of energy to invest in to invest in as their policies require them to invest as their policies require them to invest in environmentally responsible companiesin environmentally responsible companiesbecause they hold less risk.because they hold less risk.

BP BP Business Archetype:Business Archetype:

Businesses need powerBusinesses need power

produced through more efficient methodsproduced through more efficient methods

including alternative energy sources which including alternative energy sources which

reduces their carbon emissions reduces their carbon emissions

resulting in economic incentives andresulting in economic incentives and

makes them less subject to regulation andmakes them less subject to regulation and

better neighbors in their communities. better neighbors in their communities.

BP BP

Public Perception Archetype:Public Perception Archetype:

The general public needs fuel for their carsThe general public needs fuel for their cars

and energy for their homes, but also and energy for their homes, but also

prefers to do business with a greener prefers to do business with a greener

company.company.

BP BP

Derivation from the Brand PositionDerivation from the Brand Position

InvestorsInvestors Profitable companyProfitable company Meets environmental investment Meets environmental investment

policies policies

BP BP


Alternative Energy Sources for BusinessAlternative Energy Sources for Business

Alternative Energy SourcesAlternative Energy Sources Reduced Carbon EmissionsReduced Carbon Emissions Greener through association with BPGreener through association with BP Less RegulationLess Regulation Better Community RelationsBetter Community Relations

BP BP


Public (including Governments and Regulators) Public (including Governments and Regulators) Needs lowest cost quality fuelNeeds lowest cost quality fuel Needs energy to heat and cool homesNeeds energy to heat and cool homes Prefers to do business with Green companiesPrefers to do business with Green companies

BP BP

Theme DifferencesTheme Differences

Investor – emphasis on profitability and meeting Investor – emphasis on profitability and meeting environmental investment policiesenvironmental investment policies

Businesses – emphasis on alternative energy Businesses – emphasis on alternative energy sources that make the business greener by sources that make the business greener by associationassociation

Public – meeting car and home energy needs Public – meeting car and home energy needs through greenest “oil company”through greenest “oil company”

BP BP

Pay-offPay-off

Investors – profitable global company meets shareholder Investors – profitable global company meets shareholder interests in environmental responsibility and lower investmentinterests in environmental responsibility and lower investmentrisk.risk.

Businesses – need energy, reduced carbon emissions, less Businesses – need energy, reduced carbon emissions, less regulation and better community relations.regulation and better community relations.

Public – fulfills demand for car and home while patronizing the Public – fulfills demand for car and home while patronizing the greenest energy companies.greenest energy companies.

BP BP Validation DifferencesValidation Differences

Investor – Investor – global companyglobal companyprofitableprofitableonly solar energy provider in its classonly solar energy provider in its classexistence of environment investment policiesexistence of environment investment policies

Businesses – Businesses – alternative energy sources includes solar and windalternative energy sources includes solar and windreduced carbon emissions mean less regulationreduced carbon emissions mean less regulation

Public –Public –depends on gas and conventional energy sources for nowdepends on gas and conventional energy sources for nowwants oil independencewants oil independencebelieves in controlling global climate changebelieves in controlling global climate change

Targeting MatrixTargeting Matrix

low high

low

high

Differentiation

Impo

rtan

ce

- solar

- green

- alternative energy - quality

- global- oil exploration and production- profitable

Targeting MatrixTargeting Matrix

low high

low

high

Differentiation

Impo

rtan

ce

- solar

- green

- alternative energy - quality

- global- oil exploration and production- profitable Narrowcast persuasion

Broadcast

BP BP

Tactical RecommendationsTactical Recommendations

Promote Awareness of BP’s OnlinessPromote Awareness of BP’s Onliness Greenest alternative in oil companiesGreenest alternative in oil companies Widest array of alternative energyWidest array of alternative energy Leadership in solar energyLeadership in solar energy