By Shauna Davisson
MARATHON’S CHALLENGES
Shortage of refining capacity within the US
Strict environmental regulations Growing Oil Demand Responsible to help recompense for
environmental damages Alternative energy threat Fluctuating oil prices
MARATHON’S GOALS
Focused on growing its upstream E&P segment to reap the profits of high price oil
Large presence in specific geographic areas with proven trends
15 years of experience with ethanol blending
Estimated overall company production will grow at a 5%-7% compound annual growth rate from 2010 – 2016.
BIG IDEA
Target Market – Men and Women 16 and up that have their drivers license
Create a campaign through YouTube and social media sites to have consumers send in funny road trip videos while stopping at a Marathon Gas Station.
These videos will be posted to the Marathon Oil website and the winner with the most creative video receives a $5,000 gas card.
KEY COMONENTS OF PROPOSAL
SEO/SEM – Google AdWords – cheap gas, cheap gas prices, cheap gas price and oil prices Due to the amount of competing oil
companies, keywords will help brand Marathon Oil
Facebook, Twitter, Linkedin Keep up with the technologically savvy world
and provide knowledge through communication
CONTINUED…
Google+ - Provides circles for Owners, Managers, Employees and satisfied customers,
-Video Chats
Mobile Apps – give consumers directions as well as have games and gas prices
CONTINUED…
Create awareness of Marathon Oil all over the world.
Gain Recognition through videos
Create communication all over the web
METRICS OF SUCCESS
Current Sales – 15.28 B Sales Growth – +18.70%
Goal – 20.67B
BUDGET TIMELINE / MONEY ALLOCATION
Google + FREE Google AdWords Fees Facebook FREE Twitter FREE YouTube FREE $5,000 Gas Card – Campaign Maintenance of Marathon Oil Website
Fees
RESOURCES
http://investing.money.msn.com/investments/stock-price?symbol=MRO
http://www.ogj.com/articles/2011/12/marathon-oil-targets-most-of-2012-budget-for-eagle-ford-shale.html
http://www.energy-business-review.com/companies/marathon_oil_corporation
http://www.investopedia.com/stock-analysis/2012/Marathon-Oil-Rides-The-Bakken-MRO-CLR-MDU-MUR0329.aspx#axzz1sETwBsMi
http://www.wikinvest.com/stock/Marathon_Oil_(MRO)