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Phillips 66 Marketing

To provide energy and improve lives through high-performing products by leading the energy transformation with innovative customer experiences.

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To provide energy and improve lives through high-performing products by leading the energy transformation with innovative customer experiences.

Strengths

  • BRAND: Established trusted brand with 100+ year heritage legacy
  • RETAIL: Extensive network of 7,000+ branded retail sites
  • DIGITAL: Advanced loyalty program with 5M+ active members
  • DIVERSIFICATION: Balanced portfolio across refining/marketing
  • INFRASTRUCTURE: Robust supply chain with strategic logistics

Weaknesses

  • PERCEPTION: Lagging reputation in sustainability initiatives
  • DIGITAL: Underdeveloped omnichannel marketing capabilities
  • SEGMENTATION: Limited personalization across customer journeys
  • ANALYTICS: Insufficient data integration across marketing stack
  • BUDGET: Marketing spend below industry average at 1.8% of revenue

Opportunities

  • SUSTAINABILITY: Rising consumer demand for clean energy solutions
  • DIGITAL: Expanding mobile commerce potential in retail network
  • PARTNERSHIPS: Strategic brand alliances with automotive OEMs
  • LOCALIZATION: Geo-targeted marketing through customer data
  • EMERGING: Growing market for renewable energy consumer products

Threats

  • COMPETITION: Increasing pressure from pure renewable companies
  • REGULATION: Tightening emissions standards affecting product mix
  • TECHNOLOGY: Accelerating EV adoption reducing fuel consumption
  • PERCEPTION: Growing public scrutiny of traditional energy firms
  • PRICING: Volatile commodity markets impacting customer sentiment

Key Priorities

  • TRANSFORMATION: Reposition brand around sustainability leadership
  • DIGITAL: Accelerate data-driven personalization capabilities
  • INNOVATION: Develop marketing for emerging energy product lines
  • EXPERIENCE: Enhance omnichannel customer journey touchpoints
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To provide energy and improve lives through high-performing products by leading the energy transformation with innovative customer experiences.

GREEN LEADERSHIP

Become the trusted voice in energy transformation

  • PERCEPTION: Increase sustainability brand attribute rating from 64 to 75 points on brand tracker by Q3
  • CERTIFICATION: Launch third-party verified sustainability labeling across 80% of product portfolio
  • MESSAGING: Develop comprehensive sustainability narrative with 90% positive sentiment in testing
  • PARTNERSHIPS: Establish 3 high-profile clean tech collaborations with minimum 20M reach each
DATA MASTERY

Transform customer insights into personalized experiences

  • INTEGRATION: Unify 100% of customer data sources into single platform with real-time activation
  • SEGMENTS: Implement AI-driven micro-segmentation model with 25+ distinct customer personas
  • AUTOMATION: Deploy 15 personalized customer journeys with 90% automated decision triggers
  • ANALYTICS: Achieve 85% customer identity resolution across physical and digital touchpoints
FUTURE ENERGY

Establish marketing leadership in emerging products

  • AWARENESS: Drive 70% category awareness for renewable product line among target audience
  • ADOPTION: Generate 125,000 qualified leads for new EV charging network membership program
  • CONTENT: Create educational ecosystem with 30+ assets achieving 4M+ cumulative engagements
  • POSITIONING: Achieve category leadership position in 3 of 5 emerging energy verticals
SEAMLESS JOURNEY

Deliver friction-free brand experiences across touchpoints

  • EXPERIENCE: Improve customer satisfaction scores from 78 to 85 across all digital platforms
  • LOYALTY: Increase mobile app daily active users by 35% through enhanced functionality
  • CONVERSION: Optimize digital-to-physical conversion journey achieving 22% lift in completion
  • RETENTION: Reduce high-value customer churn by 25% through predictive intervention program
METRICS
  • BRAND PREFERENCE: 42% of energy consumers (target: 50% by EOY 2026)
  • NET PROMOTER SCORE: 42 (target: 55 by Q4)
  • CUSTOMER LIFETIME VALUE: $2,850 (target: $3,200 by EOY)
VALUES
  • Safety and Environmental Stewardship
  • Honor and Integrity
  • Innovation and Excellence
  • Customer Focus and Advocacy
Phillips 66 logo
Align the learnings

Phillips 66 Marketing Retrospective

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To provide energy and improve lives through high-performing products by leading the energy transformation with innovative customer experiences.

What Went Well

  • RETAIL: Premium fuel sales increased 12% YoY exceeding market growth
  • LOYALTY: Mobile app engagement up 28% with average 3.2 weekly sessions
  • DIGITAL: New website conversion rate improved to 4.2% from 3.1% last yr
  • CAMPAIGN: Sustainability messaging resonated with 22% higher engagement
  • PARTNERSHIPS: Co-branded promotions delivered 9% incremental revenue

Not So Well

  • AWARENESS: Brand consideration among Gen Z declined 5 percentage points
  • SPEND: Digital marketing ROI decreased 8% due to rising acquisition costs
  • CONTENT: Sustainability messaging perceived as greenwashing by 31% users
  • RETENTION: Customer churn in loyalty program increased to 18% from 15%
  • EXECUTION: Regional campaign launches delayed by average of 3.2 weeks

Learnings

  • AUTHENTICITY: Sustainability claims require robust verification & proof
  • SEGMENTATION: Generational targeting needs distinct value propositions
  • INTEGRATION: Cross-channel consistency drives 24% higher conversion rate
  • MEASUREMENT: Attribution models need refinement for omnichannel journey
  • AGILITY: Centralized campaign approvals creating bottlenecks in process

Action Items

  • CERTIFICATION: Implement third-party sustainability verification system
  • REPLATFORM: Consolidate marketing tech stack for unified data activation
  • TALENT: Recruit specialists in sustainability marketing and Gen Z trends
  • ANALYTICS: Deploy advanced attribution modeling across customer journeys
  • PROCESS: Restructure campaign workflow to reduce approval timelines 40%
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To provide energy and improve lives through high-performing products by leading the energy transformation with innovative customer experiences.

Strengths

  • DATA: Vast proprietary customer transaction data from retail sites
  • INFRASTRUCTURE: Modern cloud infrastructure supporting AI models
  • TALENT: Recently established AI Center of Excellence with 25 FTEs
  • TESTING: Successful AI-driven pricing optimization pilot program
  • INVESTMENT: Dedicated $50M annual budget for AI initiatives

Weaknesses

  • INTEGRATION: Siloed data systems limiting AI model effectiveness
  • SKILLS: Limited specialized AI marketing talent across teams
  • ADOPTION: Low employee comfort with AI-powered marketing tools
  • GOVERNANCE: Underdeveloped AI ethics and governance frameworks
  • LEGACY: Outdated campaign processes not designed for AI agility

Opportunities

  • PERSONALIZATION: Deploy AI to customize marketing at scale
  • FORECASTING: Predictive analytics for demand planning precision
  • AUTOMATION: Content generation for multi-channel campaigns
  • LISTENING: AI-powered social sentiment analysis for real-time
  • OPTIMIZATION: Channel spend allocation through machine learning

Threats

  • COMPETITION: Energy startups with AI-native marketing approaches
  • REGULATION: Evolving data privacy laws restricting AI usage
  • PERCEPTION: Consumer wariness about AI-driven marketing tactics
  • TALENT: Aggressive recruiting of AI specialists by competitors
  • TECHNOLOGY: Rapid AI advancement outpacing implementation ability

Key Priorities

  • CAPABILITY: Build AI marketing excellence through talent and tools
  • INTEGRATION: Unify data architecture for comprehensive AI insights
  • PERSONALIZATION: Deploy AI for individual customer journeys
  • GOVERNANCE: Establish ethical AI framework for responsible usage