SUBMITTED TO

Professor Dr. M. Mahmodul Hasan

Lecturer, School of Business

Submitted on
22.08.2015
 Letter of Transmittal

22nd August, 2015

Professor Dr. M. Mahmodul Hasan

Lecturer
School of Business
North South University

Subject: Submission of Project Report

Dear Sir,
It is our great honor to submit our project report on Market analysis of Qatar
Petroleum. In this endeavor, this report seeks to identify and analyze the relationships
among different aspects of marketing of Qatar Petroleum. The report contains analysis
with findings and recommendations.

It would be our enormous pleasure if you find this report useful and informative to have
an apparent perspective on the issue.

Thanking you

NAME ID Signature

Sumaiya Noor Sanda 143 0920 660

Mujtahida Kawsar 142 1208 660

Shaharia Afroj 142 1320 660

Kazi Raian Mahmood 143 0919 660
 Acknowledgement
Before we start the report it is very important for us to convey our heartiest gratitude
towards some of our inspirations. At first, we would like to thank the almighty Allah who
has enabled us with the ability to think broadly with our learning and complete this report
work.

It gives us Immense pleasure in presenting this project report on Qatar Petroleum the
success of this project is a result of sheer hard work, determination, and effort by us along
with the help of our project guide from our mentor. Therefore we would like to take this
opportunity to add a special note of thanks for Prof. Dr. Mahmodul Hassan, who
undertook to act as our mentor despite his many other academic and professional
commitments. His wisdom, knowledge, and commitment to the highest standards
inspired and motivated us. Without his insight, support, and energy, this project wouldnt
have kick-started and neither would have reached fruitfulness.

We would like to add a few words of appreciation for the people who have been a part of
this project right from its inception. The writing of this project has been one of the
significant academic challenges we have faced and without the support, patience, and
guidance of the people involved, this task would not have been completed. It is to them
we owe our deepest gratitude

We would also like to thank Qatar Petroleum for sharing information rich website along
with annual reports without these information the report would have been very vague.
Finally, we would like to thank North South University for offering this important course
that assigns such immense report work which has increased and enhanced our
knowledge.
 Executive Summery
Qatar has one of the fastest growing economies with the highest per capita income in the
world. Qatars economy is projected to continue slowing down in 2014 after recording one
of the worlds highest growth rates following the completion of major gas projects. Qatar
is currently undergoing massive transformation under the rubric of the 2030 National
Vision, which aims to establish an advanced, knowledge-based, and diversified economy,
no longer reliant on the hydrocarbon sector. But hydrocarbon has been the ultimate
reason for its economic growth.

Qatar Petroleum (QP) is a state owned petroleum company in Qatar. The company
operates all oil and gas activities in Qatar, including exploration, production, refining,
transport, and storage. QP's chairman is Mohammed Bin Saleh Al-Sada, Minister of
Energy & Industry, and managing director is Saad Sherida Al Kaabi. QP's operations are
therefore directly linked with state planning agencies, regulatory authorities, and
policymaking bodies. Together, revenues from oil and natural gas amount to 60 percent
of the country's GDP.

Qatar Petroleum is resolved to achieve its strategic objectives to become one of the leading
national oil corporations in the world, and to ensure the reinforcement of Qatars
continued economic growth and expansion through optimized and safe operations, and
assets integrity.

The company is currently expanding from gas and oil refinery to many petrochemical
industries that includes fertilizers, melamine, vinyl and other chemicals. Along with
petrochemical Qatar Petroleum has now broaden to sectors like steel, helicopter, plastic,
aluminum sectors.

Qatar Petroleum is proud to be a deep-rooted corporate citizen of Qatar, maintaining a

dynamic proactive engagement in our society, and a major contributor towards human
development at home and abroad through the promotion of education, training, and
research.
Table of Content
Chapter One

1.1 Introduction
1.2 Defining Marketing Management
1.2.1Marketing Management Theory (2000-2011)
1.2.2 Marketing Management Theory (2012-2016)
1.3 Mission
1.4 Vision
1.5 Business Plan
1.6 Cooperate Strategy

Chapter Two

2.1 SWOT Analysis

2.2 PESTEL Analysis
2.3 Michael Porters Five Forces
2.4 Porters Five Forces for Qatar Petroleum

Chapter Three

3.1 Marketing Strategy

3.2 Core Marketing Concept
3.3 Market Segmentation
3.4 Marketing Mix

Chapter Four

4.1 Value Chain Model

4.2 Total Quality Management
Chapter Five

5.1 Brand and Branding

5.2 Brand Elements
5.3 Brand Dynamic Pyramid
5.4 The Five Ms of Advertising

Chapter Six

6.1 Mass Communication

6.1.1 Advertising Budget & Campaign Cost
6.1.2 Sales Promotion & Budget
6.1.2 Events & Experiences/Sponsors
6.1.4 Public Relation/Government Lobbying
6.1.5 Corporate Social Responsibility)
6.2 Marketing Budget & Expenditure

Chapter Seven
7.1 Pricing Strategies
7.2P RICE
7.3 Steps in setting price
7.3.1 Steps in stetting price for Qatar Petroleum

Chapter Eight
Breakeven Analysis with Chart/Graph

Chapter Nine
9.1 Recommendation
9.2 Conclusion

Chapter Ten
References
Appendix
Chapter Five

5.1 BRAND & BRANDING

Brand

A brand is a name, term, sign, symbol or design, or a combination of them, intended to

identify the goods or services of one seller or group of sellers and to differentiate them
from those of competitors.

A brand is thus a product or service whose dimension differentiate it in some way from
other products or services designated to satisfy same need.

Qatar petroleum has created a brand image by operating

in the gas and oil field in Qatar, including exploration,
production, refining, transportation, and storage. The logo of
Qatar petroleum is its brand and it represents the major
activities QP which is Oil at the bottom of the logo and Gas
at the top.

Branding

Branding is a marketing strategy that involves creating a differentiated name and image
often using a logo and/or tag line in order to establish a presence in the consumer's mind
and attract and keep customers.
Qatar petroleum brandings primary objective is to set
in peoples mind as a brand thats first and foremost
function is to create bond between people and between
nations. Qatar petroleum fosters innovation, nurture
lands, it fulfills every generations needs and thrives
them, helps in building skills. The branding tagline is
creating bonds of life, which clearly tells how Qatar
petroleum wants to set in the mind of people.

5.2 BOX ANALYSIS OF BRAND ELEMENTS OF QATAR PETROLEUM

Memorable Meaningful
Qatar Petroleum Qatar Petroleum

Likability Transferable

Adaptable Protectable
Qatar petroleum Qatar Petroleum

Memorable: How easily do customers recall and recognize the brand element, for
example short and catchy names those that are easily remembered falls into the category
memorable.
Qatar petroleum falls under this category memorable because the name is quite easy
to remember since the companys origin is from Qatar and it mainly deals with oil and gas
which falls under the category petroleum hence the name is Qatar petroleum which totally
make sense and it is definitely memorable.

Meaningful: Is the brand element credible? Does it suggest the corresponding category
and a product ingredient or the type person who might use the brand? Meaningful means
if the brand mane actually defines the purpose of the brand.

Qatar petroleum is definitely meaningful as stated earlier because it is a company of

Qatar and it sells mainly petroleum thus the name of the brand is Qatar petroleum for the
same reason this name us meaningful too, since it defines exactly the origin and the
purpose of the brand.

Adaptable: How adaptable and updatable is the brand element? A broad brand name
will give a similar meaning across different geographical markets. In contrast highly
localized brand names and logos are less adaptable and have meaning only in specific
markets.

Qatar petroleum even though the brand of Qatar petroleum is highly localized yet it is
recognizable throughout the world especially in the industry in which it operates thus
currently it is the third largest oil company in the world by oil and gas reserve.

Protectable: How legally protectable is the brand element? How competitively

protectable?

Qatar petroleum the brand should retain its trade mark in order to keep competitors
from copying it. And even the new technologies or new techniques for more efficient oil
purification that are achieved through R&D (Research and Development) should be
protected in order to have competitive advantage over the competitors.
5.3 BRAND DYNAMICS PYRAMID FOR QATAR PETROLEUM

Strong Relationship

Qatar petroleum Bonding

Advantage

Performance

Relevance

Presence
Weak Relationship

Bonding: Rational and emotional attachments to the brand to the exclusions of most
other brands.

Bonded consumers at the top the pyramid build stronger relationships with and spend
more on the brand than those at lower levels.

Qatar petroleum was in 1972 that means the company is more than 40 years old thus it
falls under category of bonding, the company has a strong position in the marking and
strong bonding with its customer and nothing else can beat it.
 5.4 THE FIVE MS OF ADVERTISING

Qatar Petroleum is a giant company in the oil and gas exploration sector, hence it
doesnt need much of advertising. But to set a positive image in peoples mind Qatar
Petroleum could go for Advertising not for its product but for the role that it is going to
play to fulfill a corporate social responsibility.

Massage
We want to
clean up the all
environmental
oil spillage by
using good
Mission Measurement
Money bacterias and
To set a microbes. The impact of this
positive Own Capital campaign might
image into Loan and make Qatar
peoples Sales. petroleum from
mind via 3rd to 1st largest
Media
campaign company in this
for a green Print ads in industry.
world. newspaper.
Update the
information in
the website,
brochures, and
social media.
Chapter Six

6.1 MASS COMMUNICATION

The imparting or exchanging of information on a large scale to a wide range of people.

Small or large all the company needs five basic strategy to communicate with mass people
in order to sales in order to portray an image in order to be recognized. Qatar Petroleum
also should follow the five mass communication strategy.

6.1.1 ADVERTISING BUDGET & CAMPAIGN COST

As Qatar Petroleum has huge numbers of buyers or customers they actually dont need do
a lot of advertising. But they should at least advertise and or do a campaigns about their
corporate social responsibility and for budgeting QP can take the following steps:

Step 1: Take 10 percent and 12 percent of their projected annual, gross sales and multiply
each by the markup made on your average transaction.

Step 2: Deduct the annual cost of occupancy from the adjusted 10 percent of sales number
and the adjusted 12 percent number.

Step 3: The remaining balances represent their minimum and maximum allowable ad
budgets for the year.

This kind of campaign or advertising should be should be promoted via:

NEWSPAPER

Qatar Petroleum should publish their recent activities on the newspaper so that it reaches
to the people who dont have excess to internet or computer or to the people who prefers
newspapers over other sources.
MAGAZINES

Qatar Petroleum provides advertisement in magazine so that they company can provide
an overview of the company and also the product catalogue, along with ongoing projects.

WEBPAGES

Now a days online advertisement is widely used for promoting services, activities, or
products. Qatar Petroleum has its own website for promoting their products and also
places their product in some sites for exploring new international market.

BANNER ADS

QP should use banner ad for increasing public awareness in several issue and also they
use banner ads in several trade shows and also promote their products in international
market.

6.1.2 SALES PROMOTION & BUDGET

SALES PROMOTION

Media and non-media marketing communication are employed for a pre-determined,

limited time to increase consumer demand, stimulate market demand or improve product
availability. The aim of sales promotion is to increase short term sales and increase in-
store or web traffic. Examples: Coupons, sweepstakes, contests, product samples, rebates,
tie-ins, self-liquidating premiums, trade shows, trade-ins, and exhibitions.

BUDGETING

The allocation of monetary resources to sales promotion is determined by the

promotional strategy of the firm.

In most cases, first the total amount of money for promotion is determined then it is
budgeted for different activities. Before deciding the money allocated to sales
promotion, the management should evaluate relevant factors such as type of product, its
stage in PLC, the market situation, level of competitive activity, etc. All these factors,
alone or in combination, can significantly affect the promotional budget.

The sales promotion tools used by Qatar Petroleum are given below:

CONTEST
The subsidiary of Qatar Petroleum is Qatar Petrochemical Company (QAPCO) which
sponsors the 3rd Regional Mass Communication and Public Relations Conference by
offering free registration to 30 students from the Mass Communication Department at
Qatar University. The students will be able to participate in all the activities offered at the
conference, such as the workshops, where the participants will receive certificates from
the International Association of Mass Communication.

EXHIBITIONS
Qatar Petroleum attend most of the exhibitions held both in home or abroad and also
they get more export orders from that exhibitions and it is considered as a tools for
promoting the products in international market.

TRADE SHOWS

Trade show is the most effective promotion tools for promoting the company product in
international market. Qatar Petroleum attend most of the trade show in country of abroad
relating to oil, gas, petrochemical etc and this help them to promote their product.

6.1.3 EVENTS & EXPERIENCES/SPONSORS

In recent years Qatar has emerged as one of the worlds most sought-after venues for specialized
conferences and exhibitions- be it cultural, educational, social, sporting, economic or industrial.
Qatar Petroleum has taken part in most of these events as either an organizer or a sponsor. Qatar
Petroleum also actively participates at major oil and gas conferences and exhibitions around the
world.
The 20th World Petroleum Congress is being hosted by Qatar Petroleum on behalf of the State of
Qatar and will take place at the brand new Qatar National Convention Center (QNCC). The theme
of this congress is Energy Solutions for All.

Qatar Petroleum could also be organizers of many sporting events like FIFA World Cup in 2022,
QP can also sponsor ICC cricket in order to be recognized in the Asian regions. And high end
games like Formula 1 can be hosted by Qatar Petroleum.

6.1.4 PUBLIC RELATION/GOVERNMENT LOBBYING

For Public Relations Qatar Petroleum could send gift items or vouchers to their important
customers, in order to maintain a good relationships with the customers. And they could also host
dinner or parties for important guests, customers and partners for their company.

Qatar Petrochemical Company (QAPCO) is proud to support the 3rd edition of the Mass
Communication and Public Relations Regional Conference that will take place in Doha o at the
Ritz Carlton, by offering the registration to 30 students from Qatar University. The conference
and workshops will bring together experts from the MENA region who will discuss topics such as
crisis management in the energy field, social media, PR ethics, the planning of CSR campaigns
and the management of events and conferences amongst many other themes.

For government lobbying Qatar Petroleum is hosting many government conferences, sporting
events, and seminar. Through Qatar Petroleum the state of Qatar is making many deals with
foreign government in exchange on their gas and oil.

6.1.5 CORPORATE SOCIAL RESPONSIBILITY

All big companies needs to play a role in the society, be it saving the environment or doing a
philanthropic activity for the welfare of the society this is called Corporate Social Responsibility
(CSR).

Qatar Petroleum sponsors the 3rd Regional Mass Communication and Public Relations
Conference by offering free registration to 30 students from the Mass Communication
Department at Qatar University. The students will be able to participate in all the activities offered
at the conference, such as the workshops, where the participants will receive certificates from the
International Association of Mass Communication.
To save environment Qatar Petroleum should use catalytic converter in the chimney of their blast
furnace, so that harmful gases like (Carbon Monoxide, Ammonia etc) produced by the industrial
chimney can be converted to harmless gases. This helps in saving the environment as reduction
of greenhouse gases reduces greenhouse effect.

Qatar Petroleum can take another very innovative route for full filling their CSR
and this particularly helps also helps in their marketing strategy, and will
cumulatively build a positive image of the Qatar Petroleum as a whole in the
society. Qatar Petroleum may take initiative full clean up all oil spillage by the
different oil companies during the transfer of oil from one country to another.
Oil spillage harms the marine life a lot is fishes die due to lack of oxygen in the
water even birds feathers gets coated in oil when the try to catch fish from water
as a result the oil spillage disrupts the whole ecosystem. So to clean up this spillage Qatar
Petroleum could use oil eating bacterias like Alcanivorax and Borkumensis, this microbes can
efficiently eat up oils from water surface. So huge number of bacterias can be dropped in the
ocean for the cleaning purpose. This a cost effective and innovative way to fulfill CSR.
Chapter Nine

9.1 RECOMMENDATION

Qatar Petroleum should enter to other Asian markets the presence in of Qatar Petroleum
throughout the world might earn the company number 1 tag in the oil Industry.

The company should make its brand more adaptable so that they can diversify to other
divisions apart from petroleum.

More strategies collaboration with other foreign manufacturers is needed to gain access to
technology and resources.

As Qatar Petroleum is a giant company in the oil industry therefore they dont go
for advertising, but they should go for advertising their activities in order to stay
memorable in peoples mind.

Hosting/Sponsoring big events like Award shows, Formula F1, FIFA, and Cricket
will attract attention towards the company. And will represent the involvement of
QP in social sectors.

Campaigning about how QP is full filling their corporate social responsibilities will
draw peoples attention and this will create an image of QP which is not only an oil
company but also a corporate giant that cares about the world and its people.

The company should have their own R&D department or invest in R&D so that
they can innovate new and cost effective methods of refining and maintaining the
quality of their products.
Chapter Ten

REFERENCES

# Marketing Management 14th Edition by Philip Kotler, Kevin Lane Keller, Abraham
Koshy & Mithileshw Arjha

# Qatar National Development Strategy 2011 ~ 2016

# Annual Report 2012 ~ Qatar Petroleum: Committed to Excellence - From Qatar to the
World

# Annual Report 2014 ~ Industries Qatar

# Official Website: https://www.qp.com.qa/en/Pages/Home.aspx

# http://www.bloomberg.com/news/articles/2015-05-17/qpi-chief-sees-demand-for-
opec-oil-rise-as-price-drop-hits-shale

# http://www.entrepreneur.com/article/54436

# http://www.managementparadise.com/forums/introduction-advertising/204819-
sales-promotion-budget.html

#http://www.qatarisbooming.com/article/20th-world-petroleum-congress-kick-80-
days