In 2018, Filipino oil and energy company Phoenix Petroleum partnered with world-class experts to enhance its fuel offerings with a cost-effective additive for increased performance and mileage.
In line with its vision to be an indispensable partner to Filipinos, Phoenix sought to address concerns among motorists and consumers about the eventual increase in fuel prices due to the Tax Reform for Acceleration and Inclusion or TRAIN Law.
Dubbed Phoenix with PULSE Technology, the company effectively presented a new, more economical fuel alternative in the local market that does not compromise quality and performance.
The product launch is just one among many laudable marketing initiatives that bagged Phoenix the top distinction of Marketing Company of the Year at the recent 40th Agora Awards, the most prestigious marketing competition in the country.
“In the last few years, we have aggressively endeavored to connect with our customers and build a solid relationship with our market,” explained Phoenix chief operating officer Henry R. Fadullon.
While it is a challenge for any company to introduce a new product to Filipinos who are loyal to familiar brands, Phoenix was able to launch their innovation successfully by effectively communicating to consumers the cost-effective and high-quality benefits of its fuel products.
Phoenix gained deep insight into their target market through time-tested strategies of focus group discussions. Insights were translated into a strong marketing campaign that sought wide reach through various media platforms, especially on social media with the campaign #ComeAliveWithPhoenixPulse.
Moreover, Phoenix actively enlisted its own employees as brand ambassadors, equipping them with product information and involving them during product launch activations and on-ground activities at Phoenix retail stations.
“From a little-known brand several years ago, Phoenix now ranks third in terms of patronage and loyalty, and it is largely because of our best-value offerings complemented by innovative marketing and communication campaigns,” added Fadullon.
Despite being a relatively young and independent petroleum brand in the Philippines, Phoenix was finally able to land the spot of third major player in the local market, according to Brand Used Most Often (BUMO) and retention measures in a 2018 brand health research.
The rise of the brand can be credited to its consistently innovative tactical campaigns such as the “May Kapangalang Bayani” promo on Independence Day 2019, which further strengthened consumer engagement and is also part of its winning Agora entry. Promoted mostly on social media and harping on its nationalistic sensibilities, Phoenix made a call for individuals named after Filipino heroes and extended them substantial discounts on fuel purchases on that day. The promo effectively engaged more than 1,100 customers, increasing sales by as much as 52 percent.
“The Phoenix PULSE campaign, from the product to the promos that followed since its launch, offers Filipino motorists great value for money. It’s a truly magnificent endeavor that did not only elevate our brand, putting us toe-to-toe against the major players, but ultimately gave Filipinos the power to make the most out of their drive,” said Phoenix AVP for integrated marketing & strategies Celina Matias.
Citations such as the Agora Award’s Marketing Company of the Year are a testament to Phoenix’s intimate and genuine knowledge of its customers and stakeholders, and its keen orientation and commitment toward marketing excellence is what it continues to uphold as its key strategy in disrupting an already tight and competitive market.
