Bp Marketing Problem After Oil Spill
British Petroleum’s Marketing Problem
Florida International University
Summer 2011
Alex Del Veccio
Yudith Torres
BP Marketing Problem
In April 20th, 2010 one of the worst environmental natural disasters that were brought on by a men happened. We are talking about the British petroleum Oil spill on the Golf Coast. The disaster not only affected the plants, animals and people living in the area but also the image of the company. British Petroleum has been successful on creating a powerful brand image, being authentic to the core values of its business and building the goodwill of their customers, now BP is trying to save what is left after the disaster. The disaster leads to many angry people, including environmentalists, shareholders and the general public to create campaigns to bring down the company reputation. BP has been accused of 11 workers dead and 17, injured. The extent of the spill is about the size of Rhode Island, running across the northern Gulf of Mexico between the mouth of the Mississippi River and Florida. The spill runs wide, threatening the coastlines, and deep, traveling beneath about 5,000 feet of water and 13,000 feet under the seabed. The Deepwater Horizon well is leaking 5,000 barrels per day, shutting down fishing across the affected areas, damaging fragile habitats and putting animals in peril. BP was also accused of trying to silence the scientists that were studying the effects of the oil spill, not allowing publishing researches done for the company; this clause was expressed in their contacts. The entire situation has position BP with a bad corporate image in the entire world leading to customer to refuse buying its products. This crisis has result in a negative publicity, threatening the image of the company and having effects on people perception of the company and its products. BP has responded to the event, trying to diminish the severity of the contamination, in a desperate effort not to lose its social legitimacy and
Florida International University
Summer 2011
Alex Del Veccio
Yudith Torres
BP Marketing Problem
In April 20th, 2010 one of the worst environmental natural disasters that were brought on by a men happened. We are talking about the British petroleum Oil spill on the Golf Coast. The disaster not only affected the plants, animals and people living in the area but also the image of the company. British Petroleum has been successful on creating a powerful brand image, being authentic to the core values of its business and building the goodwill of their customers, now BP is trying to save what is left after the disaster. The disaster leads to many angry people, including environmentalists, shareholders and the general public to create campaigns to bring down the company reputation. BP has been accused of 11 workers dead and 17, injured. The extent of the spill is about the size of Rhode Island, running across the northern Gulf of Mexico between the mouth of the Mississippi River and Florida. The spill runs wide, threatening the coastlines, and deep, traveling beneath about 5,000 feet of water and 13,000 feet under the seabed. The Deepwater Horizon well is leaking 5,000 barrels per day, shutting down fishing across the affected areas, damaging fragile habitats and putting animals in peril. BP was also accused of trying to silence the scientists that were studying the effects of the oil spill, not allowing publishing researches done for the company; this clause was expressed in their contacts. The entire situation has position BP with a bad corporate image in the entire world leading to customer to refuse buying its products. This crisis has result in a negative publicity, threatening the image of the company and having effects on people perception of the company and its products. BP has responded to the event, trying to diminish the severity of the contamination, in a desperate effort not to lose its social legitimacy and
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