Sustainable Branding

Importance

As the sustainable business trend pushes the business sector to integrate environmental, social and economic (ESG) issues into their operations and reporting, the business sector needs a management system to ensure that the development of a sustainable image reflects reality and is not just an ‘image building’. OR is aware of reporting and disclosing information that is accurate and transparent. Therefore, it has developed an organizational image in line with its sustainability vision and to reflect the organization’s values without exaggerating information. This can have negative effects on consumers and stakeholders, including impacts on sustainability operations as it may affect management planning, measurement and performance evaluation systems that is inconsistent with reality. Also, conducting marketing in accordance with relevant laws, such as the Consumer Protection Act B.E. 2522, which states that all consumers have the right to receive information that is not distorted or false and does not cause misunderstandings about the essence of the product or merchandise.

เป้าหมายปี 2567

Management Approach

OR 2030 Goals

OR aims to develop the corporate image to reflect the company’s vision and OR 2030 Goals, which include:

1) Healthy Environment: The goal of creating a healthy environment by reducing greenhouse gas emissions, increasing the proportion of clean energy use in the workplace, and reducing the amount of waste generated from business operations.
2) Living Community: The goal of developing quality of life and creating a livable community by improving the quality of life of the community.
3) Economic Prosperity: The goal of sustainable shared growth to create jobs and distributes wealth to business partners, shareholders, small entrepreneurs, employees and communities.

(For more details on the strategy and OR 2030 Goals, please see the chapter “Sustainability Policy and Strategy”)

Ethical standards for communication and public relations for OR stakeholders

OR is well aware of the organization’s responsibility in providing accurate and unbiased information, especially communication and advertising that do not make exaggerated claims. OR has established regulations to govern the organization’s communication and advertising work guidelines. OR aims to comply with the Ethical Communication and Advertising Standard as follows:

1. OR communicates information and news of the organization, including products and services of OR Group, accurately and ethically. This is done with a focus on transparency to ensure that consumers receive true information and do not suffer any harm from using the products. This commitment includes refraining from making false or exaggerated statements about the source, condition, quality or characteristics of OR products or services, as well as the delivery, supply or use of such offers.
2. OR communicates responsibly without exaggerating information and news about the organization, including products and services in the OR group that have an impact on society and the environment. OR promotes a clear understanding of products and services to avoid misconceptions or misunderstandings.
3. OR refrains from communicating information and news that may affect the minds, reputation, honor or other benefits through all media channels that affect all stakeholders, especially vulnerable groups such as children and youth, and those who do not know about the product in order to protect and not create negative impacts.
4. OR refrains from communicating false information about the company’s image, products and services of competitors in order to create fair and legal competition in the market and to enable stakeholders to be aware and make decisions with correct information.

In addition, Sustainable Branding has been identified as one of the important issues that have been defined as principles and guidelines for consideration, setting indicators, and examples of practices in the OR Group Way of Conduct (Link: https://www.pttor.com/wp-content/uploads/2024/10/20230601_122616_2948.pdf).

(Read more about the supplier standards in the chapter ‘Supply Chain Management’)

Ethical Communication & Advertising Culture

OR realizes that creating brand value starts from building strength within the organization from the employee level to the executives. Therefore, it promotes work that is in line with the ethical standards of communication and advertising by communicating the correct practices for ethics in communication or Case Study Sharing in the Corporate Communications meeting, which is held at least once a year or when there is a change in information to emphasize OR’s responsibility towards ethical marketing, communication and advertising. In addition, there is a manual of good corporate governance, ethical standards and business ethics that integrates content related to ethics in communication and advertising, which all directors, executives and employees of the company are aware of and use as a principle in their work.

Brand Management Metrics

OR conducts an annual Brand Health Check survey to measure brand value and corporate image and to evaluate the effectiveness of communicating a sustainable corporate image. The survey covers all key stakeholders of the organization, including society and communities, business partners, customers, OR employees, OR shareholders, the general public, investors, community leaders, and the media, using two indicators:

1. Brand Strengths
2. Net Promoter Score

OR uses the evaluation results to analyze and adjust communication strategies to align with consumer needs in order to strengthen trust and create a good brand perception of OR. This includes building a group of people who admire and protect the brand sustainably. The operating results are then reported to senior executives at the Company Management Committee (ORMC) meeting to acknowledge the results of operations according to the targets, including providing suggestions as a guideline for further development or improvement of advertising and public relations strategies.

Performance 2024

In November 2024, OR organized an event to share sustainable business operations in the OR Sustainability style: Shared Value, Shared Future, Growing Together: communities can survive, societies can live well, OR can be sustainable. This is to reaffirm the success of business operations that take into account social, community, and environmental dimensions with the concept of creating opportunities for small people to elevate society and communities (S-Small), creating growth through OR’s platform (D-Diversified), as well as conducting business with environmental considerations to create a low-carbon society (G-Green), combined with business strategies to create competitive advantages, and continuously communicating the brand’s sustainability with the vision of “Empowering All toward Inclusive Growth: OR Fulfilling Opportunities for Growth Together”, covering all three dimensions: Healthy Environment, Living Community, and Economic Prosperity.

(Learn more in the chapter ‘Community Development and Social Collaboration)

OR Advertising Campaign: Opportunity for a Clean Society
OR always believes that “everyone” can help make society cleaner every day. The company has created an advertising campaign called “OR Opportunity for a Clean Society”, emphasizing its commitment to conducting business through the OR SDG concept through its business operations, starting with PTT Stations, which are prototype clean energy stations (Green Stations) using energy from Solar Rooftop EV Station PluZ, which can charge far and can be charged throughout all 77 provinces in Thailand; the “Yak Lak Yim” project, which helps instill awareness of waste separation and brings waste to sell to benefit the community; the “Thai Det” project, which helps increase distribution channels for community enterprises in PTT Stations and brings Thai wisdom products to create greenness as Thai Det Green products; and the intention to use leftover materials from Café Amazon to make furniture to decorate the store under the Circular Economy concept that is environmentally friendly; and the Sustainable Coffee Project, providing knowledge to farmers on coffee cultivation, developing quality products, reducing PM2.5 dust for Thais, and helping to purchase products from the Café Amazon coffee bean processing plant in Mae Wang District, Chiang Mai Province at a fair price so that farmers have sustainable income.

The video was released through offline and online media such as YouTube OR Official, with over 30.2 million views. It was also released through various media such as TV screens in the train and outdoor media, billboards throughout Bangkok and major cities in the provinces, etc. The video was found to have received a wide range of positive feedback.

In addition, there is an internal campaign called “The Power of OR People: OR Opportunity for a Clean Society” to expand the campaign for Opportunity for a Clean Society. This allows employees in the organization to propose ideas for creating opportunities for a clean society. For instance, there is a video clip contest, green activities within the organization, proposing ideas for environmental activities, organizing an exhibition of the OR campaign for Opportunity for a Clean Society, and creating awareness of sustainability in the organization.

Advertising campaign: the Beginning of Opportunity
The air pollution of PM2.5 has become a threat to the health of Thai people. One of the main causes is the burning of forests and agricultural areas to prepare the area for planting in the new season, especially in the northern part of Thailand. OR recognizes the problem and has taken serious action to help solve this serious environmental problem. With Café Amazon’s expertise, OR has developed the “Sustainable Coffee Project”, reflecting the importance of the coffee planting process from upstream to downstream. Currently, the project covers more than 10 provinces in both the north and the south, including remote areas such as Pua District, Nan Province; Mae Chaem District, Chiang Mai Province; Ban Phalang and Ban Pang Khon, Chiang Rai Province, as well as the three southernmost provinces. The project focuses on the development of the Café Amazon business from upstream to downstream. This starts from studying the problem in the field, providing knowledge to farmers on planting coffee together with shade trees (economic crops) to help reduce forest burning for slash-and-burn cultivation, and reducing the use of chemicals and pesticides. The results are reduced pollution and improved environments. This is done through purchasing coffee beans directly from farmers at a fair price to create stable and sustainable income for farmers. This is considered a transition to sustainable agriculture, shifting from traditional farming and burning land areas. This is considered a good starting point to reduce the PM2.5 dust problem and air pollution in the long term.
The video was released through online media such as YouTube OR Official Website banner Facebook with more than 12.7 million views.

Café Amazon advertising campaign: A coffee that is fair to people all over the world, “Fair to the Hearing Impaired”
OR created a public relations advertising campaign for Café Amazon, A coffee that is fair to the world, “Fair to the Hearing Impaired” to reflect Café Amazon’s brand image as a leader in sustainable business operations continuously. In 2024, the focus will be on communicating the message of “fairness to the hearing impaired” by using the story of the hearing impaired who were given the opportunity to work as a barista from the Café Amazon for Chance project to create an advertisement film to reflect the image of sustainability in creating career opportunities for underprivileged groups in society. The advertisement film was released via online media, including YouTube, Facebook, and TikTok, with the following significant results:

1. The campaign generated 32 million views, 27.7 million engagements, and 35,000 shares.
2. The commercial was widely shared by viewers who liked it (Go Viral), with more than 7 million views and 410,000 engagements.
3. Consumer research shows that 97.1% of consumers liked the commercial, 98.8% wanted to support Café Amazon products after watching the commercial, and 100% of viewers agreed that Café Amazon has an image of providing career opportunities for people.
4. Received the Asia-Pacific Commercial of the Year award from “THE WORK”.

Thai Det’s advertising campaign: “Because Thai Det is not just a product, but is…”
“Thai Det Project” under the new concept that aims to promote the recognition of Thai wisdom and OR’s contribution to society and communities for the better. In 2024, the impressive stories of “3 idols from 3 communities” are told. This commercial film has real community entrepreneurs who were selected by the Thai Det Project and have achieved a better quality of life that Thai people deserve to be actors instead of actors through a documentary commercial called Because Thai Det is not just a product, but is… This commercial film compares the images before and after joining the Thai Det Project, showing that the lives of the communities have changed for the better. The commercial film has been released via online media, including YouTube and Facebook. Key results include:

1. This series of advertisements has received praise from OR executives, partners from various ministries, employees, Thai Det entrepreneurs, and the general public, saying that it helps them understand and inspires other communities and entrepreneurs.
2. This campaign has generated 1.5 million views on the YouTube channel “OR Official” and 1.1 million views on the Facebook Page “PTT Station”, with many people commenting positively about OR, saying that it truly creates and provides opportunities for the community.
3. This series of advertisements has media channels such as BrandBuffet, Longtunman, The Cloud, Bangkok Biz News, and TV programs such as The List on Channel 3HD, MCOT Khao Kham Channel 9, and Idea Tam Ngan on MONO29, which have been used to make positive analyses about OR and the Thai Det project, creating a good overall image for OR.

Advertisement campaign: Save the World, Save Cars, for the Future of Children Project
PTT Lubricants, as the leader in the lubricant market, under the concept of business operations that create innovation along with environmental conservation, has realized the problem of plastic waste from used lubricant gallons from FIT Auto. Therefore, the idea of upcycling used PTT Lubricants gallons into useful items and returning those benefits to society has emerged as the “Save the World, Save Cars, for the Future of Children” project, which invites consumers to change lubricant oil at FIT Auto to take used lubricant gallons through the upcycling process into a set of school desks to donate to 5 schools in underprivileged areas, namely:

School 1: Ban Phanang School, Chiang Mai Province
School 2: Ban Ton Noi School, Phetchaburi Province
School 3: Wat Phra Chao Nang Taen School, Lampang Province
School 4: Wat Luang Witthaya School, Lampang Province
School 5: Wat Lamphot Chindaram School, Songkhla Province

Throughout the project in 2024, communication can be done through online media, both still images and motion pictures, via Facebook: PTT Lubricants Thailand and can reach a target group of approximately 9,000,000 people throughout the campaign period, including offline media in front of FIT Auto and public relations via television programs, resulting in a 90% satisfaction response for the work, with 1.8 million views and the production of 100 sets of the upcycling student desks using 4,900 used plastic gallons, reducing plastic waste by 1,200 kilograms and reducing greenhouse gas emissions by more than 8,000 kgCO2.

Marketing Indicators Survey Results
OR conducted brand value measurement among stakeholders in 2024. The details of the Brand Strength score were 79.5 points. The average score of the three sustainability indicators were as follows:

- People: Being a company that improves the quality of life, helping to create growth opportunities, and developing the well-being of society and communities, 79.1 points,
- Planet: Being a sustainable environmentally friendly business, 80.1 points, and
- Performance: Being an organization that helps create jobs, and careers, and distributes income to all groups of people, 79.7 points.

The overall scores in all three dimensions were 1.9 points higher than the target set for 2024, which was 77.6 points.

The Net Promoter Score (NPS) evaluation results, which is a tool for measuring customers’ willingness to recommend products and services, were 53 points, equal to the target set for 2024, which was 53 points.
OR also received awards reflecting the brand’s strength in sustainability in all three dimensions, such as:

1. Marketeer No.1 Brand Thailand 2024 Award for the No.1 popular brand in Thailand from a survey of leading companies from Marketeer magazine and Marketeer online. OR has been ranked as the most popular brand for the 13th consecutive year in the coffee shop, automotive lubricant products and gas stations categories.
2. World Branding Awards for the 7th consecutive year as the Brand of the Year: National Tier 2023-2024. OR is the only Thai brand to receive an award in the Petrol/Gas Stations and Retailer – Coffee categories.

Number of incidents of violations of marketing communication regulations

From conducting business transparently and caring for consumers, it was found that in 2024, there were no incidents of violations of marketing communication regulations or false advertising of products and services.