Bp
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BP has been an international household name for decades. One of the world’s largest energy companies, it provides fuels for transport, energy for heat and light, and an array of petrochemical products and retail services. These products and services are delivered to customers in more than 100 countries, through a range of internationally respected brands. Together, they have made BP the global force it is today.
Market BP’s specific areas of business include exploration for and production of crude oil and natural gas; refining and marketing of oil products; manufacturing and marketing of petrochemicals; and integrated supply and trading. BP is also an increasingly significant player in alternative energy and biofuels. The relaunch of the BP brand in July 2000 proved to be a watershed in the company’s history. Since unveiling its new ‘Helios’ mark, BP has striven to establish itself as an environmentally-conscious brand, developing sustainable ways to meet the world’s growing energy demands.
Achievements Every day, millions of people buy fuels, lubricants and consumer items from some
25,000 BP petrol stations worldwide – a sign of the trust placed in the company’s collection of established brands, which include ampm, ARCO, Aral, BP, Castrol, BP Ultimate and Wild Bean Café. BP wins numerous awards on an international scale. In the UK, BP’s driver education and carbon offsetting scheme, targetneutral, was a winner in the Website Category at the 2007 Clarion Awards, which recognise the promotion of social inclusion, CSR, sustainable development and ethical debate. Targetneutral was recognised for educating consumers on reducing emissions. In addition, BP Connect, BP’s fuel and large-format convenience store offer in the UK, received the 2007 Multiple Forecourt Retailer of the Year award at the Retail Industry Awards.
Product Services available at BP petrol stations include premium fuels, convenience items, freshly prepared food and Wild Bean Cafés. In the UK, the company continues to roll out its partnership with Marks & Spencer’s Simply Food, providing selected items from the range, alongside BP’s own offering. BP’s premium fuel, BP Ultimate, was originally launched in the UK in 2003 after 18 months of extensive research and is now sold in more than 100 cities in 17 countries, bringing cleaner, higher performing fuels to more markets. BP Ultimate fuels clean the engine while the vehicle is being driven, helping to deliver more power, better fuel economy and less pollution. BP Ultimate Unleaded can clean up to four times more effectively than conventional fuels, gradually
removing engine deposits as well as preventing new ones. Tests show that BP Ultimate fuels can reduce emissions of unburned hydrocarbons, carbon monoxide, nitrogen oxides and carbon dioxide (Source: Based on UK test data. Claims vary between countries. The average power benefit for BP Ultimate Unleaded is 3.8 per cent and the average fuel economy benefit is an extra 13 miles per tank tested against ordinary fuels). BP LPG (liquefied petroleum gas) has revolutionised the gas bottle market with BP Gas Light, a pioneering new lightweight bottle that was first to market in many European territories. The innovative design, developed for the leisure market (caravans and barbecues), has many practical benefits including easier handling – it’s half the weight of conventional steel bottles – and the ability to see the level of the gas.
Recent Developments BP launched a major new education outreach programme, Enterprising Science, in September 2007. Working with the Science Museum, the programme is designed to reach more than 400 secondary schools and around 60,000 students across the UK each year.
It features two main components: Talk Science, a teacher master class created and delivered regionally by the Science Museum for science teachers; and The Carbon Challenge, an in-school road show focusing on the themes of carbon footprints and climate change for 14-16 year-olds. In 2007, BP extended its successful driver education and voluntary carbon offsetting programme, targetneutral, to new markets and some of its B2B partners. Targetneutral allows customers to calculate their car’s CO2 emissions, and then to neutralise these emissions by paying a fee of around £20. This is then used to support projects that reduce an equivalent amount of CO2. Wild Bean Café is BP’s youngest brand. In 2007, it was given a new, contemporary look and feel that separates Wild Bean Café more clearly from the rest of the store, creating a distinctive café environment. Some 150 new Wild Bean Cafés were opened in markets across Europe in 2007, supported by a striking advertising campaign.
Promotion BP makes innovative use of non-traditional media to deepen consumer engagement with its brands, from the breakthrough online game Gas Mania to the Ultimate Green Driving Test, an interactive tool that shows drivers how their different driving techniques impact safety, CO2 emissions and fuel consumption. The BP/Ford World Rally Team has won its second consecutive manufacturers’ title in the FIA World Rally Championship 2007, the world’s most challenging year-long motor sport and a win that boosted promotion of both the BP and Castrol brands.
1909
1940s
1954
1965
1975
1990s
2000
2004
2005
2008
The Anglo-Persian Oil Company (as BP was first known) is formed.
After World War II, BP’s sales, profits, capital expenditure and employment all rise to record levels as Europe is restructured.
BP Visco-Static is brought on to the market – Europe’s first multigrade oil.
BP finds the West Sole gas field – the first offshore hydrocarbons found in British waters.
BP pumps the first oil from the North Sea’s UK sector ashore after purchasing the Forties field – a development financed by a bank loan of £370 million.
BP merges with US giant Amoco, and the acquisitions of ARCO, Burmah Castrol and Veba Oil turn the British oil company into one of the world’s largest energy companies.
The BP brand is relaunched with the unveiling of a new ‘Helios’ brand mark.
Aral opens the first public hydrogen station in Berlin.
BP Alternative Energy is launched, a new business dedicated to the development, wholesale marketing and trading of low-carbon power.
BP announces that it can continue to pump four million barrels of oil per day until 2020, even without new finds.
026
Brand Values In all it says and does, BP aims to be performance driven, innovative, progressive and green. Performance driven means setting global standards of performance in every area, from safety and the environment to delivering greater satisfaction for customers and employees. Being innovative means using the creative know-how of BP’s people, combined with cutting-edge technology, to develop breakthrough solutions to business challenges and the needs of BP’s customers. Progressive means BP is always looking for new and better ways to do things. In touch with the needs of its employees, customers and local communities, BP aims to be accessible, open and transparent. Lastly, green means demonstrating environmental leadership and overcoming the trade-off between providing access to heat, light and mobility and protecting the environment. These values combine to make up BP’s brand theme of ‘beyond petroleum’ – providing security of oil and gas supply for today’s consumers, while developing sustainable ways of meeting ever increasing energy demands.
www.bp.com
Things you didn’t know about BP The first BP logo was created as a result of an employee competition in 1920. At this time, BP petrol stations in the UK were branded red. BP Solar is one of the world’s largest manufacturers of solar panels and is one of the largest commercial users of solar energy in the world. Aral’s car wash, SuperWash, uses nanoshine particles 2,000 times thinner than human hair.
027
Market BP’s specific areas of business include exploration for and production of crude oil and natural gas; refining and marketing of oil products; manufacturing and marketing of petrochemicals; and integrated supply and trading. BP is also an increasingly significant player in alternative energy and biofuels. The relaunch of the BP brand in July 2000 proved to be a watershed in the company’s history. Since unveiling its new ‘Helios’ mark, BP has striven to establish itself as an environmentally-conscious brand, developing sustainable ways to meet the world’s growing energy demands.
Achievements Every day, millions of people buy fuels, lubricants and consumer items from some
25,000 BP petrol stations worldwide – a sign of the trust placed in the company’s collection of established brands, which include ampm, ARCO, Aral, BP, Castrol, BP Ultimate and Wild Bean Café. BP wins numerous awards on an international scale. In the UK, BP’s driver education and carbon offsetting scheme, targetneutral, was a winner in the Website Category at the 2007 Clarion Awards, which recognise the promotion of social inclusion, CSR, sustainable development and ethical debate. Targetneutral was recognised for educating consumers on reducing emissions. In addition, BP Connect, BP’s fuel and large-format convenience store offer in the UK, received the 2007 Multiple Forecourt Retailer of the Year award at the Retail Industry Awards.
Product Services available at BP petrol stations include premium fuels, convenience items, freshly prepared food and Wild Bean Cafés. In the UK, the company continues to roll out its partnership with Marks & Spencer’s Simply Food, providing selected items from the range, alongside BP’s own offering. BP’s premium fuel, BP Ultimate, was originally launched in the UK in 2003 after 18 months of extensive research and is now sold in more than 100 cities in 17 countries, bringing cleaner, higher performing fuels to more markets. BP Ultimate fuels clean the engine while the vehicle is being driven, helping to deliver more power, better fuel economy and less pollution. BP Ultimate Unleaded can clean up to four times more effectively than conventional fuels, gradually
removing engine deposits as well as preventing new ones. Tests show that BP Ultimate fuels can reduce emissions of unburned hydrocarbons, carbon monoxide, nitrogen oxides and carbon dioxide (Source: Based on UK test data. Claims vary between countries. The average power benefit for BP Ultimate Unleaded is 3.8 per cent and the average fuel economy benefit is an extra 13 miles per tank tested against ordinary fuels). BP LPG (liquefied petroleum gas) has revolutionised the gas bottle market with BP Gas Light, a pioneering new lightweight bottle that was first to market in many European territories. The innovative design, developed for the leisure market (caravans and barbecues), has many practical benefits including easier handling – it’s half the weight of conventional steel bottles – and the ability to see the level of the gas.
Recent Developments BP launched a major new education outreach programme, Enterprising Science, in September 2007. Working with the Science Museum, the programme is designed to reach more than 400 secondary schools and around 60,000 students across the UK each year.
It features two main components: Talk Science, a teacher master class created and delivered regionally by the Science Museum for science teachers; and The Carbon Challenge, an in-school road show focusing on the themes of carbon footprints and climate change for 14-16 year-olds. In 2007, BP extended its successful driver education and voluntary carbon offsetting programme, targetneutral, to new markets and some of its B2B partners. Targetneutral allows customers to calculate their car’s CO2 emissions, and then to neutralise these emissions by paying a fee of around £20. This is then used to support projects that reduce an equivalent amount of CO2. Wild Bean Café is BP’s youngest brand. In 2007, it was given a new, contemporary look and feel that separates Wild Bean Café more clearly from the rest of the store, creating a distinctive café environment. Some 150 new Wild Bean Cafés were opened in markets across Europe in 2007, supported by a striking advertising campaign.
Promotion BP makes innovative use of non-traditional media to deepen consumer engagement with its brands, from the breakthrough online game Gas Mania to the Ultimate Green Driving Test, an interactive tool that shows drivers how their different driving techniques impact safety, CO2 emissions and fuel consumption. The BP/Ford World Rally Team has won its second consecutive manufacturers’ title in the FIA World Rally Championship 2007, the world’s most challenging year-long motor sport and a win that boosted promotion of both the BP and Castrol brands.
1909
1940s
1954
1965
1975
1990s
2000
2004
2005
2008
The Anglo-Persian Oil Company (as BP was first known) is formed.
After World War II, BP’s sales, profits, capital expenditure and employment all rise to record levels as Europe is restructured.
BP Visco-Static is brought on to the market – Europe’s first multigrade oil.
BP finds the West Sole gas field – the first offshore hydrocarbons found in British waters.
BP pumps the first oil from the North Sea’s UK sector ashore after purchasing the Forties field – a development financed by a bank loan of £370 million.
BP merges with US giant Amoco, and the acquisitions of ARCO, Burmah Castrol and Veba Oil turn the British oil company into one of the world’s largest energy companies.
The BP brand is relaunched with the unveiling of a new ‘Helios’ brand mark.
Aral opens the first public hydrogen station in Berlin.
BP Alternative Energy is launched, a new business dedicated to the development, wholesale marketing and trading of low-carbon power.
BP announces that it can continue to pump four million barrels of oil per day until 2020, even without new finds.
026
Brand Values In all it says and does, BP aims to be performance driven, innovative, progressive and green. Performance driven means setting global standards of performance in every area, from safety and the environment to delivering greater satisfaction for customers and employees. Being innovative means using the creative know-how of BP’s people, combined with cutting-edge technology, to develop breakthrough solutions to business challenges and the needs of BP’s customers. Progressive means BP is always looking for new and better ways to do things. In touch with the needs of its employees, customers and local communities, BP aims to be accessible, open and transparent. Lastly, green means demonstrating environmental leadership and overcoming the trade-off between providing access to heat, light and mobility and protecting the environment. These values combine to make up BP’s brand theme of ‘beyond petroleum’ – providing security of oil and gas supply for today’s consumers, while developing sustainable ways of meeting ever increasing energy demands.
www.bp.com
Things you didn’t know about BP The first BP logo was created as a result of an employee competition in 1920. At this time, BP petrol stations in the UK were branded red. BP Solar is one of the world’s largest manufacturers of solar panels and is one of the largest commercial users of solar energy in the world. Aral’s car wash, SuperWash, uses nanoshine particles 2,000 times thinner than human hair.
027
