BY: ANTONIO DE BENITO
ABOUT THE COMPANY
TARGET, COMPETITORS
ABOUT THE COMPANY
-
The 15th largest petroleum refining
company in the world
-
43300 employees
-
Founded in 1986 in Madrid, Spain
-
World famous because partnership
in motorsport
WHAT DO WE WANT TO ACHIEVE?
HOW TO ACHIEVE IT
Monster and DC campaign
HOW TO DO IT
Repsol 2011 campaign
Repsol 2011 motorsport campaign
RISKY?
HOW TO DO IT
-The market of Repsol is based
in Spain in Portugal
-Repsol is spending 15MM€ a
year in the partnership of
Repsol Honda HRC
-They are partnershiping the
Dakar Rally ,the Spanish
Speed Championship, and
other minor motorsports, an
acrobatic spanish flying
team, also taking part in the
financial aid program to
olympics.
HOW TO DO IT
-The whole budget of HRT is
50MM a year, repsol can
even BUY the team.
-Spanish team in F1, with
spanish partnership, based
in Spain.
-Total right to choose the drivers
for comercial criteria.
HOW TO DO IT
WHY TO DO IT?
-Forget about the problems with YPF
-Reinforce the spanish image of Repsol
WHY TO DO IT?
-
Cost
-
World campaign for a
local brand
-
Possible bad image
+
-
Image
-
Merchandising
-
Free minutes in TV
-
Powerful image all
over the world
-
Nationalism
WHAT WILL CHANGE?
-Huge impact in the media
-Raise of the popularity of the
brand
-Gifts related to the team
-Repsol will be seen as a hightech brand
-Fans of motorcycling can be
dissapointed
-Easy marketing plan
CAMPAIGN
CAMPAIGN
THANK YOU FOR YOUR ATTENTION!
BIBLIOGRAPHY
http://www.repsol.com/es_en/ A lot of corporative information. Useful, and in english
www.cincodias.com Economic newspaper, only in spanish, where is easy to know
about the real situation of the company
www.thef1.com News and info about f1, useful to know the budgets of the teams