Is Shell Exploiting BP?

0 CommentsThursday • July 1, 2010 • by admin

In recent weeks, Shell Oil has increased its media presence through aggressive advertising. Ads highlight Shell’s Eco-marathon car race where this year’s winner was able to travel “8,870 on the equivalent of one gallon of fuel”.

As a marketer, you have to appreciate the speed in which Shell got their message out, and their approach to differentiate themselves against the backdrop of BP’s Gulf disaster.

Companies tend to have crisis communications plans in place when they are the ones in crisis.  Equally important is having a plan in place when your competition is in trouble.

Ask yourself these questions:

1. Are you prepared to take advantage of your competition when they stumble?
2. Do you have a strategy in place to set your company apart if your competitors’ actions hurt your industry’s image?
3. What are your plans to assure your customers that what happened to your competition won’t happen to you?

Being prepared isn’t exploitation.  It’s smart business.

Posted in: Competition

Tagged with: BP, Crisis Communications, marketing, Shell, Shell Eco-Marathon, Shell Oil

About admin:

Find all posts by admin