Supplier Marketing Spend Activity, Marketing and Sales Behaviors and Strategies in the Oil and Gas Industry - 2012–2013 : Survey Intelligence by ICDResearch

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									                                Oil and Gas
                                  Survey Intelligence




Supplier Marketing Spend Activity,
Marketing and Sales Behaviors and
Strategies in the Oil and Gas Industry -
2012–2013: Survey Intelligence

Reference code: SR069SI

Published: June 2012


ICD Research

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London EC4Y 0BS
United Kingdom
Tel: +44 (0) 20 7936 6400
Fax: +44 (0) 20 7336 6813
Website: www.icd–research.com




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 TABLE OF CONTENTS



TABLE OF CONTENTS

1      Introduction ........................................................................................................................... 6
    1.1 What is this report about? ................................................................................................................ 6
    1.2 Definitions ........................................................................................................................................ 6
    1.3 Methodology .................................................................................................................................... 7
    1.4 Profile of survey respondents ........................................................................................................... 9
        1.4.1     Profile of buyer respondents ....................................................................................................................... 9
        1.4.2     Profile of supplier respondents ................................................................................................................. 10
2      Executive Summary ............................................................................................................ 12
3      Global Oil and Gas Industry: Supplier Marketing Spend Activity ................................... 15
    3.1 Annual Marketing Budgets: Global Oil and Gas Industry Suppliers .................................................16
        3.1.1     Annual marketing budgets by region ........................................................................................................ 17
        3.1.2     Annual marketing budgets by company turnover ..................................................................................... 18
    3.2 Global Oil and Gas Industry: Planned Change in Marketing Expenditure Levels .............................20
        3.2.1     Planned change in marketing expenditure levels by region ..................................................................... 22
        3.2.2     Planned change in marketing expenditure levels by company turnover .................................................. 23
        3.2.3     Planned change in marketing expenditure levels vs. revenue growth expectations ................................ 25
        3.2.4     Net change in planned marketing expenditure – cross industry comparison ........................................... 26
    3.3 Global Oil and Gas Industry: Future Investment by Media Channels ...............................................27
        3.3.1     Future investment by media channel by region ........................................................................................ 30
        3.3.2     Future investment by media channel by company turnover ..................................................................... 31
    3.4 Global Oil and Gas Industry: Suppliers' Future Investment in Marketing and Sales .........................32
        3.4.1     Future investment in marketing and sales by region ................................................................................ 34
        3.4.2     Future investment in marketing and sales by company turnover ............................................................. 36
4 Global Oil and Gas Industry: Marketing and Sales Behaviors and Strategies in 2012–
2013 ............................................................................................................................................. 38
    4.1 Global Oil and Gas Industry: Key Marketing Aims of Suppliers for 2012–2013 ................................39
        4.1.1     Key marketing aims by region .................................................................................................................. 40
        4.1.2     Key marketing aims by company turnover ............................................................................................... 41
        4.1.3     Key marketing aims by revenue growth expectations .............................................................................. 42
    4.2 Global Oil and Gas Industry: Essential Amendments to Marketing Activities in 2012–2013.............43
        4.2.1     Amendments to marketing activities by region ......................................................................................... 45
        4.2.2     Amendments to marketing activities by company turnover ...................................................................... 47
    4.3 Global Oil and Gas Industry: Use of New Media for Business Prospects ........................................49
        4.3.1     Use of new media by region ..................................................................................................................... 51
        4.3.2     Use of new media by company turnover .................................................................................................. 53
    4.4 Global Oil and Gas Industry: Critical Success Factors for Choosing a Marketing Agency ...............55

Supplier Marketing Spend Activity, Marketing and Sales Behaviors and Strategies in the Oil
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© ICD Research. This product is licensed and is not to be photocopied                                                                         Published: June 2012
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        4.4.1     Critical success factors by region ............................................................................................................. 57
        4.4.2     Critical success factors by company turnover .......................................................................................... 59
5      Appendix .............................................................................................................................. 61
    5.1 Global Oil and Gas Industry Survey Results – Closed Questions ....................................................61
    5.2 Methodology ...................................................................................................................................71
    5.3 Contact us .......................................................................................................................................71
    5.4 About ICD Research .......................................................................................................................71
    5.5 Disclaimer .......................................................................................................................................71




Supplier Marketing Spend Activity, Marketing and Sales Behaviors and Strategies in the Oil
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© ICD Research. This product is licensed and is not to be photocopied                                                                       Published: June 2012
 TABLE OF CONTENTS



LIST OF FIGURES
Figure 1: Annual Marketing Budgets: Global Oil and Gas Industry Suppliers (%), 2012 ........................................................................................ 17
Figure 2: Annual Marketing Budgets in the Global Oil and Gas Industry by Region (%), 2012 ............................................................................ 18
Figure 3: Annual Marketing Budgets in the Global Oil and Gas Industry by Turnover (%), 2012 ......................................................................... 19
Figure 4: Planned Change in Marketing Expenditure Levels: Global Oil and Gas Industry Suppliers (%), 2012 ................................................................. 21
Figure 5: Global Oil and Gas Industry: Planned Change in Marketing Expenditure by Region (%), 2012 ............................................................ 23
Figure 6: Global Oil and Gas Industry: Planned Change in Marketing Expenditure by Turnover (%), 2012 ......................................................... 24
Figure 7: Planned Change in Marketing Expenditure by Revenue Growth Expectations (%), 2012 ...................................................................... 25
Figure 8: Future Investment by Media Channels: Global Oil and Gas Industry Suppliers (%), 2012 ...................................................................... 29
Figure 9: Global Oil and Gas Industry: Future Investment by Media Channels by Region (%), 2012 ................................................................... 30
Figure 10: Global Oil and Gas Industry: Future Investment by Media Channels by Turnover (%), 2012 .............................................................. 31
Figure 11: Global Oil and Gas Industry: Future Investment in Marketing and Sales (%), 2012 ............................................................................ 33
Figure 12: Global Oil and Gas Industry: Future Investment in Marketing and Sales by Region (%), 2012 ........................................................... 35
Figure 13: Global Oil and Gas Industry: Future Investment in Marketing and Sales by Turnover (%), 2012 ..................................................................... 37
Figure 14: Key Marketing Aims: Global Oil and Gas Industry Suppliers (%), 2012 .............................................................................................. 40
Figure 15: Global Oil and Gas Industry: Key Marketing Aims by Region (%), 2012 ............................................................................................. 40
Figure 16: Global Oil and Gas Industry: Key Marketing Aims by Company Turnover (%), 2012 .......................................................................... 41
Figure 17: Global Oil and Gas Industry: Key Marketing Aims by Revenue Growth (%), 2012 .............................................................................. 42
Figure 18: Amendments to Marketing Activities: Global Oil and Gas Industry Suppliers (%), 2012 ........................................................................ 44
Figure 19: Global Oil and Gas Industry: Amendments to Marketing Activities by Region (%), 2012 .................................................................... 46
Figure 20: Global Oil and Gas Industry: Amendments to Marketing Activities by Turnover (%), 2012 ................................................................. 48
Figure 21: Use of New Media: Global Oil and Gas Industry Suppliers (%), 2012 ................................................................................................... 50
Figure 22: Global Oil and Gas Industry: Use of New Media by Region (%), 2012 ............................................................................................... 52
Figure 23: Global Oil and Gas Industry: Use of New Media by Company Turnover (%), 2012 ............................................................................ 54
Figure 24: Critical Success Factors: Global Oil and Gas Industry Suppliers (%), 2012 ................................................................................................. 56
Figure 25: Global Oil and Gas Industry: Critical Success Factors by Region (%), 2012 ...................................................................................... 58
Figure 26: Global Oil and Gas Industry: Critical Success Factors by Turnover (%), 2012 ................................................................................... 60




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© ICD Research. This product is licensed and is not to be photocopied                                                                                          Published: June 2012
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LIST OF TABLES

Table 1: Global Oil and Gas Industry Survey Respondents by Company Type, 2012 ........................................................................................... 9
Table 2: Global Oil and Gas Industry Buyer Respondents by Job Role (%), 2012 ................................................................................................ 9
Table 3: Global Oil and Gas Industry Buyer Respondents by Company Turnover (%), 2012 .............................................................................. 10
Table 4: Global Oil and Gas Industry Buyer Respondents by Region (%), 2012 ................................................................................................. 10
Table 5: Global Oil and Gas Industry Supplier Respondents by Job Role (%), 2012 ........................................................................................... 11
Table 6: Global Oil and Gas Industry Supplier Respondents by Company Turnover (%), 2012 ........................................................................... 11
Table 7: Global Oil and Gas Industry Supplier Respondents by Region (%), 2012 ............................................................................................. 11
Table 8: Annual Marketing Budgets: Global Oil and Gas Industry Suppliers (%), 2012 .................................................................................................. 16
Table 9: Annual Marketing Budgets in the Global Oil and Gas Industry by Region (%), 2012 ............................................................................. 17
Table 10: Annual Marketing Budgets in the Global Oil and Gas Industry by Turnover (%), 2012 ........................................................................ 18
Table 11: Planned Change in Marketing Expenditure Levels: Global Oil and Gas Industry Suppliers (%), 2012 ............................................................... 21
Table 12: Global Oil and Gas Industry: Planned Change in Marketing Expenditure by Region (%), 2012 ........................................................... 22
Table 13: Global Oil and Gas Industry: Planned Change in Marketing Expenditure by Turnover (%), 2012 ........................................................ 24
Table 14: Net Change in Planned Marketing Expenditure, All Industries (%), 2012............................................................................................. 26
Table 15: Future Investment by Media Channels: Global Oil and Gas Industry Suppliers (%), 2012 ..................................................................... 28
Table 16: Global Oil and Gas Industry: Future Investment in Marketing and Sales (%), 2012 ............................................................................. 33
Table 17: Global Oil and Gas Industry: Future Investment in Marketing and Sales by Region (%), 2012 ............................................................ 34
Table 18: Global Oil and Gas Industry: Future Investment in Marketing and Sales by Turnover (%), 2012....................................................................... 36
Table 19: Key Marketing Aims: Global Oil and Gas Industry Suppliers (%), 2012 ................................................................................................. 39
Table 20: Global Oil and Gas Industry: Key Marketing Aims by Revenue Growth Expectations (%), 2012 .......................................................... 42
Table 21: Amendments to Marketing Activities: Global Oil and Gas Industry Suppliers (%), 2012 ......................................................................... 44
Table 22: Global Oil and Gas Industry: Amendments to Marketing Activities by Region (%), 2012 ..................................................................... 45
Table 23: Global Oil and Gas Industry: Amendments to Marketing Activities by Turnover (%), 2012 .................................................................. 47
Table 24: Use of New Media: Global Oil and Gas Industry Suppliers (%), 2012 .................................................................................................... 50
Table 25: Global Oil and Gas Industry: Use of New Media by Region (%), 2012 ................................................................................................ 51
Table 26: Global Oil and Gas Industry: Use of New Media by Company Turnover (%), 2012.............................................................................. 53
Table 27: Critical Success Factors: Global Oil and Gas Industry Suppliers (%), 2012.................................................................................................... 55
Table 28: Global Oil and Gas Industry: Critical Success Factors by Region (%), 2012 ....................................................................................... 57
Table 29: Global Oil and Gas Industry: Critical Success Factors by Turnover (%), 2012..................................................................................... 59
Table 30: Global Oil and Gas Industry Survey Results - Closed Questions......................................................................................................... 61




Supplier Marketing Spend Activity, Marketing and Sales Behaviors and Strategies in the Oil
                                                                                                                                                                                   Page 5
and Gas Industry - 2012–2013 : Survey Intelligence

© ICD Research. This product is licensed and is not to be photocopied                                                                                           Published: June 2012
 INTRODUCTION


1       Introduction

1.1 What is this report about?

        This report is the result of an extensive survey drawn from ICD Research’s exclusive panel of leading oil and
        gas industry companies. As uncertainty regarding the European debt crisis, sluggish growth in the US markets
        and a shar
								
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