Petrochemicals

Petrochemicals refer to chemical products manufactured from raw materials of petroleum, coal, natural gas or other types of hydrocarbons. With the wide applicability of uses of these chemical end-products, the size of the Petrochemicals industry can be appreciated – with annual production of ethylene at approximately 110 million tons, propylene at 65 million tons, and aromatic raw materials at 70 million tons.

Industry Challenges

While the Petrochemicals industry continues to play an important role in our daily lives – accounting for the synthesis of everyday materials such as plastics, rubbers and fibres – the industry has become a highly-commoditised one. Companies are fazed with high investments from the rising costs of raw materials and energy; as competitors from around the world continue to crowd the hypercompetitive market.

In addition, governments are imposing increasingly stringent environmental regulations, tasking companies with the responsibility of managing and recycling used petrochemical products. Therefore, it is important for petrochemical companies to develop a clear Corporate Branding Strategy to steer it in the right direction and cope with changing business climates.

Addressing The Challenges

For clients in the Petrochemicals industry, StrategiCom uses a structured methodology to help clients identify the key drivers of purchase from the viewpoint of its customers – allowing them to leverage on these drivers to secure repeat business; and, acquire new customers. With the identification of competitors’ key strengths, we are enabled in developing the key differentiation strategy to neutralise these strengths. Corresponding brand messages and the media strategy to ensure brand distinction are then realised as part of efforts to build brand awareness.