Korporatiewe beeld : die basis van oliebemarking

Abstract

The title of this study indicates that image forms the basis for marketing. Image comprises the subjective concept of perception and relates to the identity of people, products/services and of companies. Marketing can be described as an activity directed at the target market with the objective to satisfy the needs and wants through an exchange process. The enterprise has a responsibility towards its owners to achieve a satisfactory return on their investment. This can be achieved by presenting the company's products and services in such a manner that consumers take preference in the company's products and services before those of competitors. To achieve this situation the marketer can use the instruments of advertising, sales promotion and public relations to influence consumer demand and create a favourable perception and acceptance of the company and its products. To direct the marketing company's program of activities, it is necessary for the company to have a knowledge of the consumer and the factors that influence his behaviour. The objective of the study is to describe certain relevant concepts of image, but also, to indicate that the marketer can influence consumer behaviour and attract business due to the favourable image the consumer has of the enterprise. METHOD Books and articles have mainly served as sources of information. The background obtained in this way has been tested in practice with reference to the corporate audit as performed by a national petroleum company.

CLASSIFICATION Chapter 1 serves as an introduction and as such deals with the purpose, method and classification of the study. Chapter 2 describes consumer images and the influence thereof on their own behaviour. Chapter 3 discusses the influence companies have on consumer behaviour. It also refers to the effect that the Advertising Standards Authority has in

regulating the influence of the company. Chapter 4 deals with defining company image and also describes the characteristics of company image. Chapter 5 is devoted to the concept of the product and the part it plays in creating a corporate image. Chapter 6 is a continuation of chapter 5 in the sense that it describes the role of trade marks, packaging and price in the image building process. Chapter 7 deals with the building of a store image and also takes note of the role of public relations. Chapter 8 gives a background of the changing circumstances in the petroleum industry and the development of the need by a national petroleum marketer to perform a corporate audit. It forms part of the case study by verifying the above theory with comparison to an actual case in practice. Chapter 9 describes the sequence .in which the corporate audit was performed as well as possible solutions to the shortcomings as pointed out by the corporate audit. Chapter 10 gives a summary and certain conclusions are made.

FINDING In order for any marketer to maintain and improve its position in the market, it is necessary to create an image of its corporate identity and products/services, which will be received favourably by its target market. Further to the development of a strategic marketing plan, it is important for the marketer to be in continuous contact with the target market in order to establish changes in needs and wants. The corporate audit proves to be an effective management tool in this respect and management should objectively take note of the results of such an investigation. It can be concluded that all marketing must be consumer orientated, and with this aspect in mind both the consumers' and marketer's objectives can be achieved.