Importance
Nowadays, distribution channels for products and services, as well as business competition, are increasing. Consumers have a wide variety of choices. Sustainable Branding is, therefore, one of the key issues that influence consumers’ purchasing decisions of products and services. Climate change, as well as changing social and economic trends have increased consumer’s awareness and influenced customer’s decision on product purchasing. Businesses require a systematic strategy and branding to show their stance, in order to reach and become known among consumers, as well as to meet consumer expectations. This leads to repeat purchases and engagement with products and services, resulting in business growth. The organization’s image is communicated through marketing, advertising, and public relations.
Targets
Business Strategies
“Sustainable Branding” Concept
OR is committed to communicating a sustainable corporate image to raise the awareness and value of OR products and services among customers and consumers. Therefore, ethical marketing, advertising, and public relations that reflect the performance and image of a truly sustainable business are of great importance. OR cares about all stakeholder groups and communicate accurate information to them. This can build credibility and effectively communicate OR’s business intentions to society and to all stakeholders.
OR’s Brand Strategic Framework
OR operates under the vision of “Fulfill every opportunity for shared growth” by setting the OR 2030 Goals regarding 3 dimensions: Healthy Environment, Living Community, and Economic Prosperity, ready to stand alongside people, society, communities and the environment and meet the needs of every lifestyle.
Additionally, OR integrates Brand Value and Corporate Image, in terms of Promoter Score and Brand Strengths, as part of its corporate KPI assessments to highlight corporate image issues as key issues. Brand Strengths must be at 77.7 points in 2022 (compared to 2021) and the Net Promoter Score will be incorporated into the OR 2030 Goals and CEO KPI, titled “Customer and Consumer Engagement”. This will affect the salary and bonus calculations for the executives. (This indicator makes up 7% of all indicators.)
Brand Communication and Business Image
Since OR was separated from PTT Group in 2019, in order to create a more specific image for the oil and retail business, OR has set objectives to communicate the brand and business image from 2019 – 2024 by taking the principle of the customer journey into account for the following objectives:
- 2019- Create a clear, distinct and memorable Brand Identity to all stakeholders.
- 2020- Create satisfaction and a credible and approachable Brand Image through OR’s running projects.
- 2021- Build up trust on the Brand, becoming a proud Thai corporate among the top international market.
- 2022 – Sustain a relation between OR and its customers, partners, communities, investors, and employees through building up well-balanced values for all stakeholders
- 2023- Build up trust in OR’s continuous growth through new business plans and ‘New S-curve’
Outstanding Projects of 2022
1. Sustainability Branding Communication
Healthy Environment
Advertising media: “Because every cup of Café Amazon is the starting point for sustainability”
The advertisement reflects Café Amazon’s concept of sustainable business operations. This is derived from the environmental care from upstream to downstream business operations, from growing coffee beans without using chemicals, but with using knowledge to increase the value of the product, according to environmentally friendly business principles. The leftover ingredients and materials will be recirculated for maximum benefits This is because destination of the business doesn’t end with just one generation, but this sustainability will be passed on to future generations.
Living Community
Advertising media: “Thai Ded” The advertisement shows OR’s clear goals in spearheading job creation for villagers, farmers and people in surrounding communities to “Grow Together” in order to help elevate community products to meet standards and advance to the international level, as well as create a better quality of life and bring smiles to the community.
“Thaidet” helps the community smile – another project based on the concept “Fulfill all happiness” of PTT stations developed from living alongside and growing together with Thai people. PTT stations aim to become the “community centers” which ready to bring happiness to society, communities, and travelers, as well as to help develop the quality of life and good economy for the community in a sustainable way, according to the concept of Living Community.
“Thaidet”, The highlight of Thaidet is encouraging Thai people to help each other – OR selects products from community enterprises and help develop and increase distribution channels at PTT stations. There is also a plan to add other distribution channels, such as Café Amazon and online channels, to help promote community enterprises and give them the opportunity to expand local knowledge, raise the product quality to enter the standardized production system, and create added value and engage an employment to generate increased income. The project also helps grow the foundation of the businesses for a sustainable good quality of life. Consumers and drivers have the opportunity to take part in supporting community economic growth. The project also makes it easier to access local specialties no matter where you are.
Economic Prosperity
Advertising media: “OR = Opportunity” OR aims to promote the image in terms of strengthening the business while creating shared growth by announcing a change of vision and business direction with the ‘OR = Opportunity’ project, ready to drive the Inclusive Growth Platform, which will lead to mutual growth of the entire ecosystem. With an investment budget of over 200 billion THB over the next 10 years, the project focuses on the new growth of OR that emphasizes collaboration with businesses created from external partners. Through the use of physical and digital resources, as well as scalability, the project benefits both parties, especially small businesses, medium business, or businesses that need support. OR has developed an “OR Inclusive Partnership” model, which consists of aligning the needs of the partners’ customers, seeking out what partners need to satisfy their customers, and helping them using OR’s potential, as well as developing a flexible operating system to support sustainable mutual growth. The project is in line with the four missions, which are strengthening the hybrid energy business for Seamless Mobility, meeting the needs of All Lifestyles, expanding the business base to create success and acceptance in the Global Market, and solving social and environmental problems through OR Innovation.
2. Brand Management Metrics among Stakeholders
To measure brand value and corporate image and to reflect the success in communicating a sustainable branding, OR conducts a Brand Health Check with a survey of brand value among stakeholders in terms of Brand Strengths and Net Promoter Score (measuring trends of recommending OR products and services to acquaintances). In addition, the results from the research were analyzed and used to adjust communication strategies and business operations to meet consumer needs and strengthen sustainable business operations.
In 2022, OR conducted a Brand Health Check with the following steps:
- Survey of the value of Brand Strength from 10 characteristics that are part of the corporate image development plan.
- Survey of the Net Promoter Score (NPS) to measure the trend of recommending products and services among stakeholders in the form of survey questions. Responses from consumers are calculated and processed into the NPS, which reflects consumer loyalty.
The summaries of the survey and research are as the following;
- From the survey of the Brand Strength score among stakeholders in 2022, it was found that the Brand Strengths score was 77.6 points, which is lower than the target of 77.7 points.
- From the survey of the Net Promoter Score (NPS), it was found that the NPS was 52 points, which is at the ‘Great’ level. The average score of leading companies in Thailand is 50 points.
