positioning chrome

1

Positioning Chrome Group for Leadership in Sub-Sahara Africa by 2010

How to Build, Manage and Defend the Chrome Group Brand

January, 2008

January 2008

Outline

Executive Summary

Revitalizing, building, managing and defending the Chrome Group brand

The new brand vision

Harmonizing the various business units and providing appropriate leadership direction for each unit – the sum of the parts being greater than the whole

The subsidiaries – the urgent need to identify, incubate and establish 4 physically detached and separately managed business concerns yearly for the next three years.

Recommended Marketing Communications Programmes for 2008

Conclusion

2

Executive Summary

The cornerstone of a reputation management framework is understanding the purpose behind it –

Why do we need to bother about Chrome Group’s reputation anyway?

Is reputation such an important asset?

Our considered view is that we care about Chrome Group’s reputation:to improve stakeholder relations in order to support the delivery of the strategic goals of the business.

Managing reputation is about effective two-way dialogue, not purely improving out-going messaging.

3

Executive Summary (cont’d)

The three key considerations to successful takeoff towards building the Chrome Group brand are:

- strategic business priorities of Chrome Group and a shared understanding of where reputation plays a role in the delivery of these priorities;

- the key issues facing the group and sector that most influence opinion – i.e. what are the sensitive areas where our actions and communications will be particularly scrutinized;

- and how is Chrome Group seen as an entity – what are the key elements that make up our reputation. What are the relative importance of these with different stakeholder groups and how do we compare on these, in relation to competition and peers?

This information is then turned into management activity. Of course it is also important to audit competition, operating environment and trends with a view to determining the course of least resistance in positioning the group

4

Executive Summary (cont’d)

Having provided a roadmap for building, managing and defending the Chrome Group brand, we also enunciated here the critical elements towards ensuring that the brand becomes a continental power

Evolving, communicating and campaigning a global strategy for the group is key; same with remaining faithful to tested methods that had propelled average performers to great global brands

Staying on strategy and consistency are sure winners

5

Objectives

To revitalize and reposition Chrome Group brand in a way that helps its operations deliver on their business objectives

To audit the corporate image manifestation of the group and if need be, overhaul it and make it more contemporary

To apply a strategic basket of the relevant marketing mix in a manner that addresses relevant stakeholders and achieves maximum results cost-efficiently

To achieve over 60% brand endorsement among key stakeholder groups in the next 36 months

6

Stakeholder Groups

Regulatory Authorities/Government – NNPC, DPR, Petroleum Ministry, Senate Committee on Petroleum, NASS, House Committee on Petroleum, Special Adviser to the President on Petroleum, others

Media – print and electronic

Staff of Chrome Group

Opinion elites and decision influencers

Community – NGOs, Pressure Groups, Various Workers Unions in the Petroleum sector as well as insurance, Ethnic Nationalities and trade groups

Financial Community, suppliers and sub-contractors to the groupHost communities

7

Messaging

The purpose of messaging is to ensure a global criterion for discussing Chrome Group and outline key communication points for the brand. The message points will be the basis for all contact in the group including: Press Interviews, Press Materials, Internal and External Presentations, Speaking Opportunities, Panel Discussions, Partnerships, Spokespeople, Media Training and Trend Marketing Activity

To effectively develop a broad messaging platform we need to organize a messagingworkshop to obtain valuable insights from the group’s top managementHowever the following represent samples of what the broad message would look like when agreed-“Reputation Management with a purpose”-“Doing business with a heart”-“Chrome Group cares about the communities in which it operates”-“We seek to own the Corporate Social Responsibility space in the industry sectors that we play” -“Chrome Group delivers the unique integrated stakeholder experience that impacts on our ROI”

8

Strategy

Deploy an integrated stakeholder-specific approach to

reputation management that provides a vital support tool to help

the operations of Chrome Group, and deliver on business objectives,

in a manner that easily impacts the bottom-line.

9

Overview of Performance in 2007

Set out to revitalize the Chrome Group brand through cultivated bonding and affinity with the various stakeholder publics or groups.

Met with Oil & Gas media in Lagos in July 2007 to familiarize myself with them

Achieved a little over 55 mentions in various publications between June 2007 and December 2007

10

Overview of Performance in 2007 cont’d

Actual mileage and goodwill generated so far though intangibles but go a long way in impacting the bottom line through changing and molding perception/reputation towards the desired one.

The Mantra for achieving and maintaining an enviable reputation for the group is STRATEGY AND CONSISTENCY IN MESSAGING

11

The New Brand Vision

Chrome Group will be the second most admired company in

Sub-Saharan Africa by the year 2010.

How do we want to achieve this?

Conquer and dominate in whatever business sub sector we play in, while doing business with a heart.

What does doing business with a heart mean?

Involves giving back to society in a profound way that touches a

critical mass of our host communities as well be on strategy – that is,

our Corporate Social Responsibility (CSR) policy must always, and at all times,

tie in effectively with the group’s overall business strategy

12

Harmonizing The Various Business Units

As we brace up for sub-Sahara African leadership, there is an urgent

need to harmonize the various business units and provide appropriate leadership direction for all individually

Business units heads have to be empowered sufficiently to create wealth

for the group

Reporting lines have to properly delineated and communicated to all staff

Lateral and vertical internal communication would have to be instituted

and practiced as an integral part of global internal communication policy

13

Global Business Strategy for Chrome Group?

How would it look if Chrome Group s able to establish 4 physically detached and separately managed businesses each year, for the next three years commencing with year 2008?

My recommendation is that we adopt this as the group’s global business strategy for the next three years – that is, years 2008, 2009 and 2010.

This business strategy is achievable once we collectively exercise political will to follow through with determination, courage and perseverance

14


January 2008

Facilitation of End of Year (2007) Vouchers for

Oil & Gas Journalists 1,294,000.00

Familiarization meeting with Judiciary and Brands & Marketing

Journalists in Lagos 1,100,000.00

Personality interviews of chairman & COO in 3 publications 450,000.00

15


January 2008 cont’d

Sponsorship of Journalists to Seminars, workshops, etc. 200,000.00

Pipeline Project PR support – Community Relations

-Comprehensive PR programme to take care of host

-Communities pre, during & after the pipeline project 10,000,000.00

Design of Websites for DD Investments and Nimek

@ N850,000 each 1,700,000.00

Pitching of Drip-feed story in 10 publications 500,000.00

16

Recommended Marketing Communications Programmes for 2008 (cont’d)

February 2008

Design & printing of 500 copies of Chrome Group’s Profile 2,500,000.00


Design & Production of 5 minute TV Docu Profile for Chrome 7,000,000.00

Concept & Design of Chrome Group’s Corporate

Advertising material 250,000.00

Media placement of corporate advertising in 2 publications

Champion & ThisDay weekly, that is 8 publications for the month 2,800,000.00

Meeting with Oil & Gas journalists in Lagos 850,000.00

Drip feed story in 10 publications 500,000.00

17


March 2008

Theme PR Campaign on conservation in partnership with NCF, our

banks, subcontractors & suppliers – building mini conservation

centers in high-brow secondary schools

– pilot to start with 2 schools 25,000,000.00

Dinner Roundtable Series with Editors of publications in Lagos

-Objective is to engage actively with key decision influencers

In major Nigerian newspapers on a routine basis 150,000.00

18

Recommended Marketing Communications Programmes for 2008 (cont’d)March 2008 cont’d


Media placement of corporate advertising in 2 publicationsChampion & ThisDay biweekly, that is 4 publications for the month 1,400,000.00

Sponsorship of Journalists to Seminars, workshops,etc. 200,000.00

19


April 2008

Theme PR Campaign on conservation in partnership with NCF

Continues


Dinner Roundtable Series with Editors of publications in Lagos cont’d


In major Nigerian newspapers 150,000.00



Champion & ThisDay biweekly, that is 4 publications for the month 1,400,000.00

20


May 2008


Continues








21


June 2008


Continues

Design of Group Xmas card, 2009 Calendar & Diaries commences








22


July 2008


Continues








23


August 2008


Continues

Commission printing of Xmas card, 2009 Calendars & Diaries 7,000,000.00





24


August 2008 cont’d


Commence discussions with NCF on organizing & sponsorship of

International Conference on Global Warming in Africa – Guest Speaker,

Nobel Laureate & former American Vice President,

Al Gore .Conference to take place in 2nd Quarter 2009



25


September 2008


Continues








26


October 2008Theme PR Campaign on conservation in partnership with NCFContinues Delivery of Xmas Card, 2009 Calendars & Diaries

Dinner Roundtable Series with Editors of publications in Lagos cont’d-Objective is to engage actively with key decision influencersIn major Nigerian newspapers 150,000.00



Media placement of corporate advertising in 2 publicationsChampion & ThisDay biweekly, that is 4 publications for the month 1,400,000.00

27


November 2008


Continues








28

Recommended Marketing Communications Programmes for 2008 (cont’d)December 2008


Continues






Gifting for various categories of the media 1,500,000.00



29

Conclusion The essence of brand building and reputation management is to consciously present your best foot forward in a structured and controlled manner in your dealings with various key stakeholders

The discipline of great brand builders and global brands is in understanding the crucial impact of tradeoffs – knowing when to say no, and consistently championing the set brand values and attributes

We have started well and I would like to commend top management for the bold move.

My key singular recommendation for 2008 – stay on strategy and be consistent

30

31

Thank you for your time.

positioning chrome

Documents