Mediaboss Marketing

The oil and gas terminal automation market may experience good growth across the forecast period of 2019-2029 mainly due to the revamping of oil and gas infrastructure with the latest technologies and innovations. Oil and gas terminals are hubs that store and assist in the distribution of oil and gas to the vast expanse of end-users. The comfort and convenience offered by the oil and gas terminal automation systems may bring tremendous growth opportunities for the oil and gas terminal automation market.

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This oil and gas terminal automation market report analyzes diverse factors influencing the growth rate. Some major parameters such as key trends, competitive landscape, and the regional outlook of the oil and gas terminal automation market have been thoroughly studied and covered in this report. Market stakeholders can greatly benefit from this deeply scrutinized report on the oil and gas terminal automation market. Furthermore, this report also sees the oil and gas terminal automation market through the lens of the COVID-19 outbreak, thus giving a complete idea of the present market scenario.

Oil and Gas Terminal Automation Market: Competitive Assessment

The oil and gas terminal automation market has various players aiming for better sales. The oil and gas terminal automation market has local and international vendors offering customized and cost-effective oil and gas terminal automation solutions. The manufacturers in the oil and gas terminal automation market concentrate on research and development activities to discover novel insights that help in increasing the sales of the oil and gas terminal automation solutions.

Manufacturers in the oil and gas terminal automation market are focusing on strengthening the software mechanism by removing troublesome bugs and introducing novel updates to address other software issues. This aspect will enable the smooth and hassle-free functioning of oil and gas terminals.

Furthermore, the players in the oil and gas terminal automation market also focus greatly on activities like mergers, acquisitions, joint ventures, partnerships, and collaborations. This factor helps the players to establish their foothold in the oil and gas terminal automation market and eventually assures growth opportunities. Key participants in the oil and gas terminal automation market are Yokogawa Electric Corporation, TechnipFMC PLC, Siemens AG, Honeywell International Inc., Schneider Electric, Endress Hauser Management AG, ABB Ltd., and Emerson Electric Co.

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Oil and Gas Terminal Automation Market: COVID-19 Impact

The novel coronavirus pandemic has led to immense losses across the world with high transmission rates and expansive fatalities. It has also affected numerous businesses and sectors. The oil and gas terminal automation market is no stranger. Production facilities and manufacturing units are shut due to the lockdown implementations. Oil and gas activities are also non-operational. This factor has destabilized the growth rate.

Nevertheless, many countries are focusing on opening the economy by relaxing the lockdown norms. This has led to the opening up of various factories and units. Therefore, this factor will help the oil and gas terminal automation market to revive the growth rate.

Oil and Gas Terminal Automation Market: Current Trends

Due to the COVID-19 outbreak, minimal human contact has become necessary to prevent the spread. This aspect has prompted many oil and gas companies to move toward automation. Therefore, the need for automation across various oil and gas companies may prove to be a good growth generator for the oil and gas terminal automation market.

However, many companies still prefer manual automation due to the complex and hazardous nature of oil and gas terminal management. This factor may restrain the growth of the oil and gas terminal automation market.

Oil and Gas Terminal Automation Market: Regional Insights

The oil and gas terminal automation market is spread across North America, Europe, the Middle East and Africa, Asia Pacific, and Latin America. Asia Pacific may prove to be a substantial growth contributor across the forecast period due to the growing number of petrochemical projects across India.

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Oil and Gas Terminal Automation Market Promising Growth and Opportunities Forecast 2020-2030 - Digital Journal

Celebrating the contributions of women in the PR sector, exchange4media PR & Corp Comm is running a 'Women Achievers Series'. It will feature the journey, success and achievements of some of the top women leaders from the Public Relations and Corporate Communications fraternity as well as emerging women leaders of the industry.

Todays series features Abhilasha Padhy & Kiran Ray Chaudhury, Co-founders, 80dB Communications. According to them, there is a tremendous need to understand the contexts, backgrounds and experiences of the increasingly diverse workforce, and to be consciously aware of their thoughts, feelings and emotions requires empathy.

Excerpts from the interview:

Now that the industry is opening up workplaces and resuming operations from the office, what are the initiatives, measures and precautions that should be adapted/ taken to ensure a smooth transition?

In 2020, when the pandemic was still at an early stage, we were one of the first agencies to start WFH to ensure absolute safety for our teams. The early move to a WFH model helped us stress test our systems, to ensure business continuity in case the pandemic impacted mobility and access. Our early move in this aspect ensured a smooth transition for both our people and our clients.

Similarly, coming back to WFO has been a well-thought-out and planned process. Weve adopted a hybrid model since October 2021, which means our employees/colleagues are coming to office only on designated days of the week. While in the office, all of us follow the prescribed safety protocols such as masking and appropriate physical distancing. We are also advising our colleagues to stay back at home and take necessary care, if they display any symptoms.

The last 20 months have been trying for every professional, especially with the hybrid working model. How did you strike a balance between office work and household duties?

2020 has been a watershed year to say the least, transforming everything in its wake. In many ways, it has been an equalizer. While traditionally it had been mostly women working from home, 2020 made it WFH for everyone. Suddenly, the struggles and challenges it posed became apparent to all. It was challenging at first but slowly we learnt to juggle everything with the support of family members and office colleagues.

Women have been carving a niche for themselves and paving the way in the communications industry for the next generation of women leaders to follow. Tell us about your achievements and your contribution to the fraternity.

Abhilasha: It's been 20 years since I started my career in PR and it's been a very fulfilling journey.

I always wanted to pursue journalism. So after my graduation, I studied Mass Communications. I got the opportunity to intern with Mcdonald's at the peak of their meat crisis and loved every bit of the learning and the challenge. I knew then that being in PR was what I wanted to do.

The journey since then has been fantastic. Ive spent time both at the agency side and at corporates, which has added to my perspective and appreciation for both. I understand the need for processes on the one hand and the importance of agility and creativity on the other.

Kiran: In my 25 years of experience as a PR and communications professional, I spent the first 11 years of my career at Indias first tech-only PR agency, 20:20 MEDIA (now 2020 MSL) and the others being an entrepreneur, running two PR and marketing communications firms Aether Marketing and currently 80 dB Communications. I have always reveled working in teams and have had the good fortune of having great mentors and supportive colleagues. Im mindful of giving back by trying to bring the best out in the people I work with. I enjoy bringing creative ideas to the table and challenging the status quo by taking measurable risks.

Both: In all our years of being in the profession, we have seen PR evolve to take on a far more strategic, senior, and meaningful role. It has transitioned seamlessly into becoming an integral part of branding and marketing, something that needs to be accounted for in overall brand planning. Already riding a wave, the advent of social media and digital has only made PR more exciting.

Founding and running 80dB (in its seventh year now) has been the highlight of both our journeys. Its been literally like raising a baby but backed with experience.

What are the roadblocks that you have had to overcome to reach where you are today? What, according to you, are the makings of a leader?

The journey has been incredible, every day being a learning experience. What helped us sail through was the clarity of our shared vision and values. Our intention has been simple to help tech entrepreneurs and businesses grow in India using simple, clear and effective communications. We knew that strategies would be bespoke for every client, but having a basic value framework helped steer us in our desired direction.

Hiring the right talent was crucial, not only in terms of the right skills, but also people who would be as invested as us, in our overarching values. We were fortunate to meet with enthusiastic folks, and be able to put together a highly dedicated and professional core team, which has grown and evolved over the years.

One of the most important leadership skills is empathy. There is a tremendous need to understand the contexts, backgrounds and experiences of the increasingly diverse workforce, and to be consciously aware of their thoughts, feelings and emotions requires empathy. Especially in the wake of the pandemic, with changed work environments, health-related stress and fear, and personal grief in many instances, leading people at the workplace demands the ability to put oneself in anothers shoes.

At 80dB, building and nurturing collective team spirit is a shared responsibility. Being available to our colleagues, to lend a listening ear whenever needed, and to provide encouragement by celebrating each achievement and milestone, helps foster a sense of being in this journey together.

What would be your advice to the young generation?

Think before you act and begin with the end in mind. Begin each day, task, or project with a clear vision of your desired direction and destination, and then continue by taking steps to make things happen.Be curious and ask questions.Be willing to unlearn, relearn, and learn afresh. The world is changing at a very fast clip, and this ability will help you keep pace with the changes, and stay relevant despite the changes.

Make commitments and meet commitments.Invest in and make time to nurture and build relationships.

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'PR industry has transitioned into becoming an integral part of branding & marketing' - Exchange4Media

Boost, an HUL brand, has partnered with the world's leading mobile cricket game, World Cricket Championship (WCC). The brands latest campaign highlights the plight of women interested to pursue their career in cricket. Women who are interested in playing cricket in India have to navigate through obstacles of social sanctions and limited chances. Despite that, some go on to play the game at the highest level. The campaign highlights that on-field, there is only one language - performance.

To take this campaign to the masses, Boost has partnered with WCC which has over 170 million downloads and is available in multiple language commentaries including English, Hindi, Telugu, Bengali, Kannada, and Tamil. With a singular objective to decouple gender with performance in sports as a social narrative, Mindshare India and GroupM ESP have brought to life the proposition "Boost: Game Stamina Ka" wherein first-time-ever a unique game mode has been customized within World Cricket Championship 3 (WCC3).

The million+ gamers will take on the male squad with an all-female team to propagate the message that playing cricket just requires stamina and skill and is not based on the gender of the person. The integration juxtaposed alongside ICC Womens World Cup in New Zealand makes for a great backdrop to drive home the message.

Next Wave Multimedia CEO and Co-founder, PR Rajendran said, WCC is the worlds leading mobile gaming franchise and diversity, and innovation has kept it fresh after all these years. We brought in the womens cricket mode to bring further inclusivity. The game has witnessed more than half a million minutes of engagement from female gamers since the launch of the campaign. We are glad to have partnered with Boost, GroupM ESP and Mindshare India for this initiative which brings focus on womens cricket.

Ajay Mehta, Sr. Vice President - Mindshare Content+ & Partnerships said, We live in a cricket crazy nation, and we are proud to associate with this campaign that aims to break stereotypes. While the TV and Digital campaign drove home this brand messaging around stamina and performance, it was equally important to demonstrate the message in an engaging manner and at scale. Collaborating with Boost, WCC3 and GroupM ESP, we wanted to appeal to our audiences including women gamers in a unique & compelling way, with the ongoing womens world cup.

Subhamoy Das, Senior Business Director, GroupM ESP said, While the traditional campaign drives home the brand messaging around stamina and performance, it is equally important to demonstrate the message in an engaging manner and at scale. WCC3 makes for a perfect platform to do so when it comes to womens cricket with couple of millions established audience.

The campaign aims at breaking gender stereotypes in Indias favourite sport with its core message - "Game Ladke Ladkiyon ka Nahin, Stamina ka Hai", spreading the word that cricket is not a gender-based game but a game of stamina and skill. Thus, STAMINA BEATS ALL, which translates to '#AbPermissionNahiStaminaBolega"

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Mindshare India and GroupM ESP create campaign for Boost's association with WCC - Exchange4Media

KFC India recently gave its popular offering Rice Bowl an upgrade to make a new launch KFC Biryani Bucket with a quirky TVC campaign featuring actor Piyush Mishra. Moksh Chopra, Chief Marketing Officer, KFC India, shares that while the Rice Bowl has been a much-loved offering for consumers, this new innovation has been done in line with changing consumer preferences and demands for KFC. Chopra further shares the insights behind the new launch, the conceptualization and execution of the TVC campaign, new innovations, marketing strategy, retail footprint expansion and more.

Edited Excerpts

How do you ensure regular product innovation in line with changing consumer preferences? What are some key product innovations you are focusing on?

Innovation, while being distinctive, is at the core of what we do. Keeping up with the latest trends and consumer preferences, we continue to deliver craving products that are clutter-breaking and distinctively KFC, like the Tandoori Zinger, Double Down or Chizza, and now our latest offering - the KFC Biryani Bucket. Our endeavour is to design products that deliver familiar flavours to our consumers, but with a KFC twist.

Please tell us the consumer insight and inspiration behind the launch of the new Biryani Bucket.

We launched the KFC Biryani Bucket on popular consumer demand. Its a well-known fact that Indians love biryani; weve had consumers often wonder, ask, and suggest a Biryani variation on our menu to allow them to have both their favourites in one delicious meal at KFC. So we explored various recipes of chicken biryani and arrived at one that pairs best with the signature KFC chicken. The KFC Biryani Bucket brings together two dynamic flavours that Indians absolutely love KFCs signature fried chicken and flavourful Biryani rice. Keeping our ears to the ground and being attentive to our consumers preferences, we continue to expand our menu through interesting formats and flavours.

Walk us through the conceptualization and the execution process of the TVC campaign. In terms of response, what are the metrics that you are expecting?

As the leader in the fried chicken category, clearly, our consumers had been wanting to see our take on Biryani and thats exactly the concept we decided to develop for the campaign film around the product. We decided to say it like it is, and hence in the film you see the Colonel being pursued with the question of Biryani kab banaoge?. This is as authentic a treatment of the actual thought behind the product, from the laughter club, elevator to the tailor, everyone wanting to know when will the Colonel make a KFC Biryani. Thats when the Colonel resolves to design the biryani of everyones dreams and proudly holds up the KFC Biryani Bucket because KFC fans wanted it, and he made it happen.

The film went live on TV and digital and has received great traction so far. Consumer comments and feedback on our social channels, clearly show how KFC fans are enjoying both the long-awaited Biryani, as well as the candid TVC campaign.

Actor Piyush Mishra is part of the new campaign, so what are the synergies here?

Given the quirky concept of the TVC with consumers chasing the Colonel around town, we were looking for someone to aptly personify our consumers excitement as they asked the Colonel for a biryani. While we werent actively seeking a celebrity or a popular face, Piyush Mishra became an obvious choice given the ability to deliver a performance marked by his typical straight-faced humour. Who else could put the Colonel in a spot while asking about the biryani in the midst of a fit of laughter at a club? It all came together very well, and the Colonels chemistry with the actor is very evident and enjoyable in the TVC.

What are the challenges when updating and removing items from the menu? Krushers is no longer part of the menu?

We are committed to bringing new and distinct offerings to our consumers at KFC, and that is why our menu is ever-evolving. A lot of these changes depend on changing tastes and preferences, consumer demand and our market research. Ultimately, the goal is to make KFC more enjoyable for our consumers in line with their food preferences and to give them more options to choose from. As part of our beverage offering, consumers can enjoy Krush Lime and Mojito.

What is the media mix and marketing strategy that you are adopting for promoting the new launch? How different is it going to be your overall media mix?

We have always taken an innovative and out-of-the-box approach to talk to our consumers with integrated campaigns with a fair mix allocated to traditional and digital media. Our media mix includes traditional mediums like TV, Outdoors and Print; along with Digital & Social which form a major part of our media strategy. We use digital and social in 3 different ways. Firstly, for reach amplification of product and campaign. Secondly, its unique capability to create two-way engagement is something we use through social media, influencer collaborations and content. Consumers are also increasingly preferring to order KFC digitally on the KFC App, which is a third primary pillar.

What per cent of your sales comes from digital channels vs offline retail? Any plans for expanding your retail footprint?

A large percentage of our sales continue to come from delivery, takeaway (including our newly launched channel, Express Pick-Up, and a large chunk of this is coming from digital channels including our website and app).

We currently have 600+ restaurants in India, including expanding our footprint into cities such as Malda, Muzaffarpur, Bellary and Bhagalpur. Going forward, the focus will be to push further growth in the Indian market and widen our reach by expanding across tier 2 and 3 cities. We will continue to have a play through a mix of both equity and franchise-owned restaurants and fuel our long-term plan of growth and expansion in the country.

In an earlier interaction, you had mentioned thatKFCis observing a steady growth rate. Are your offline retail numbers back to pre-covid levels?

Despite Covid making it tough for restaurants to function at pre-covid levels, weve seen robust growth last year. We were agile in adapting to covid restrictions and working around them. Different channels such as contactless service, KFC to your Car/Bike service and KFCs 7 minutes Express PickUp helped in extending access to our consumers through the pandemic. And now as normalcy resumes, we are witnessing an increase in footfalls at our restaurants as well.

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Innovation, while being distinctive, is at the core of what we do: Moksh Chopra, KFC - Exchange4Media

The euphoria around the Indian Premier League (IPL) is unmissable. In the previous edition, the league amassed over 450 million in TV reach in a short span of just two months. As an exciting season of TATA IPL begins with a new format, new teams and more matches, we spoke to Vineet Sharma Category Director for Sting and Mountain Dew at PepsiCo, on why Sting energy drink chose to associate as a broadcast sponsor.

Sharing his thoughts on this association, Sharma said the youth was at the core of their brand strategy and they always looked for innovative platforms to engage with them, and TATA IPL was the only platform that offered them a deeper connect with the youth.

Cricket is a unifying force that touches the hearts of millions of Indians and leveraging this passion is critical for us to be relevant to the consumers. Through Stings association, we want to take this opportunity to create awareness and spread Stings philosophy of can-do attitude to seize the day that resonates unequivocally with the youth and with the game, said Sharma.

He further added, Cricket truly reflects the Can-do energy which synchronizes with Stings proposition of electrifying each moment. Sting encourages consumers to always maximize each moment of their life with electrifying energy and our association with the much anticipated.

Over the years IPL on TV has managed to get the largest aggregation of audiences in India, including high viewership among youth. With the league this year having 74 matches as against 60 matches previously, and with seven out of ten franchises appointing young captains to represent the team, the resonance with youth is bound to cement further.

PepsiCos new brand Sting is aiming to leverage this. This is visible in the way Sharma talks about the rationale behind this association. Through this association, we aim to expand brand footprints to a broader and more diverse set of audiences. The association will help establish Stings brand proposition of energizing India and it also echoes with the electrifying thrill of the game, he explains. Not just the expanse in terms of footprint, IPL on broadcast also dominates ad attention with 1.6x higher attention than other content genres on TV as a result of the highly passionate nature of viewing.

The two new teams Gujarat Titans and Lucknow Super Giants are representing massive TV and consumer markets. The inclusion of these two teams have given a big boost to brands associating on broadcast. The state of UP and Gujarat have contributed to 17% of IPL viewership on TV in the past editions, and are among the top 5 consumer markets in India. With a dedicated IPL team now for each state, this engagement is bound to deliver higher numbers.

Sting currently enjoys considerable engagement and recall within the regional audiences, given its creative localized narratives and wide reach through the impetus on digital-forward communication approach. Both UP and Gujarat are key markets, this opportunity enables us to further expand our brand footprint and deepen engagement with the audience. We are confident that our campaign will resonate well with the audience, shared Sharma.

PepsiCo has historically leveraged sports globally as a vehicle to drive brand awareness and impact through Superbowl, Football Mega Events and Cricket. When asked how this long-term association with sports on TV has helped in brand building and brand recall, Sharma admitted that the sports genre delivered on scale and impact unlike other genres.

PepsiCo India has always innovated and communicated with consumers through the passion points relevant to them - cricket being one of the key passion points for todays generation. We have always had a quirky, tongue-in-cheek take on pop culture moments. Brands need to have the right mix to be able to communicate with their audiences with snackable content, and entertaining visuals. Mega platforms like cricket, Bollywood, etc fulfil this very requirement and help brands create impactful connect and strengthen engagement with consumers, he concluded.

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Why is TATA IPL association on broadcast a great proposition for energy drink brand Sting? - Exchange4Media