Global Oil and Gas Survey 2012–2013: Market Trends, Marketing Spend and Sales Strategies in the Global Oil and Gas Industry

Synopsis
Global Oil and Gas Survey 2012–2013: Market Trends, Marketing Spend and Sales Strategies in the Global Oil and Gas Industry is a new report by ICD Research that analyzes how oil and gas companies’ media spend, marketing and sales strategies & practices and business planning are set to change in 2012–2013. This report provides the current size of the marketing and advertising budgets of global oil and gas suppliers and how spending by suppliers will change, providing insight into global marketing behaviour. In addition, the report also identifies future growth of buyers and suppliers and M&A activity. This report not only grants access to the opinions and strategies of business decision makers and competitors, but also examines their actions surrounding business priorities. The report also provides access to information categorized by region, company type and sizes.

Summary
Why was the report written?
This report is the result of an extensive survey drawn from ICD Research’s exclusive panel of 279 leading global oil and gas industry executives. The report provides data and analysis on global oil and gas industry suppliers’ media spend, marketing and sales strategies, and practices and business planning within the global oil and gas industry. This report includes key topics such as media channel spending outlooks, media budgets, marketing agency selection criteria, business challenges and sales tactics of leading suppliers within the global oil and gas industry. The report also identifies suppliers’ future growth, M&A and investment expectations.

Most secondary research reports are based on general industry drivers and do not understand the industry executives’ attitude and changing behaviours, creating a gap in presenting the business outlook of the industry. In an effort to bridge this gap, ICD Research created this primary-research based report by gathering the opinions of multiple stake holders in the value-chain of the global oil and gas industry.

What is the current market landscape and what is changing?
Of respondents across the global oil and gas industry, 57% are ‘more optimistic’ about revenue growth for their company over the next 12 months than the previous 12 months.

What are the key drivers behind recent market changes?
This optimism is based on the implementation of cost containment measures, the growth of profitable markets such as the South East Asian countries, as well as China and India, and positive changes in business strategies for driving sales. Additionally, the top priorities for the global oil and gas industry in 2012 are ‘improving operational efficiency’, ‘expand in current market’ and ‘stabilizing company finances’. Furthermore, according to 38% of respondents from the global upstream oil and gas industry and 48% from the downstream oil and gas industry, headcounts in their organizations in 2012 are expected to increase steadily by up to 2%.

What makes this report unique and essential to read?
“Global Oil and Gas Survey 2012–2013: Market Trends, Marketing Spend and Sales Strategies in Global Oil and Gas Industry” is a new report by ICD Research that analyzes how oil and gas industry companies’ media spend, marketing and sales strategies & practices and business planning are set to change in 2012–2013. This report provides the current size of the marketing and advertising budgets of global oil and gas industry suppliers and how spending by global oil and gas industry suppliers will change, providing insight into global marketing behaviour. In addition, the report also identifies future growth of buyers and suppliers and M&A activity. This report not only grants access to the opinions and strategies of business decision makers and competitors, but also examines their actions surrounding business priorities. The report also provides access to information categorized by region, company type and sizes.

Scope
Project industry trends and revenue growth expectations in 2012 and understand business confidence to take informed business decisions.

Drive revenues by understanding future product investment areas and key growth regions.

Uncover key challenges and opportunities and identify key actions required to maintain and win buyer business.

Formulate effective sales and marketing strategies by identifying how suppliers’ marketing budgets are changing and direction of spend in the future. Better promote your business by aligning your capabilities and business practices with your customer’s changing needs.

Secure stronger customer relationships by understanding the behaviour and changing strategies of industry suppliers.

Reasons To Buy
Benchmarks sales and marketing plans with industry competitors to effectively determine strategy. This report also promotes your business by aligning your capabilities and business practices with your customers’ changing needs during these times of market uncertainty.

This report not only grants access to the opinions and strategies of business decision makers and competitors, but also examines their actions surrounding business priorities. The report promotes your business by aligning your capabilities and business practices with your customer’s changing needs.

The report is based on primary survey research conducted by ICD Research accessing its B2B panels comprised of senior purchase decision makers and leading supplier organizations.

Key Highlights
Conferences and events’, ‘email and newsletters’ and ‘corporate and brand websites’ to dominate future investment

‘Conferences and events’, ‘email and newsletters’ and ‘corporate and brand websites’ are expected to register the highest investment, as identified by 39%, 37% and 37% of respective respondents. Conversely, ‘radio’, ‘television and video’ and ‘newspaper’ advertisement are expected to attract the least investment.

‘Customer retention’, ‘customer acquisition’ and ‘brand building or awareness’ dominate key marketing aims of suppliers for 2012–2013

‘Customer retention’, ‘customer acquisition’ and ‘brand building or awareness’ are identified as key marketing aims for global oil and gas industry suppliers, with 61%, 40% and 38% of industry respondents respectively expressing that these were very important aims. The most significant strategy that suppliers plan to employ in 2012 is to ‘focus sales efforts on generating new business’ and to ‘focus sales efforts on existing markets’ as identified by 61% and 45% of respondents respectively.

Use of natural gas in commercial vehicles and industrial use is further driving up investment in storage infrastructure for refined petroleum products global refining capacity

The use of natural gas in commercial vehicles and industrial use is further driving up investment in storage infrastructure for refined petroleum products such as compressed natural gas (CNG) and liquefied natural gas (LPG). Companies are focusing on increasing their revenue generation by means of adding their refining and storage capacities with much of the global refining capacity additions coming into play within Asia.

The optimism level in the upstream oil and gas sector is expected to be fuelled by improved cash flows and credit metrics

The optimism level in the upstream oil and gas sector is expected to be fuelled by improved cash flows and credit metrics as a result of higher oil prices. In the case of the downstream and midstream oil and gas sector, contract backlogs and the rise in oil prices are expected to provide the required support to activity levels and credit profiles of companies operating in the sector.

North American companies most optimistic on revenue growth

Of all respondents, 69% from companies with operations in North America are optimistic about revenue growth over the next 12 months, as compared with 53% of respective respondents from Europe and the Rest of the World and 52% from Asia-Pacific. The credit worthiness of large integrated upstream oil and gas companies is set to improve in North America, driven by their oil-heavy upstream portfolios, sizable cash balances and reasonably low net debt levels."

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