What is Sales and Marketing Strategy of Japex Company?

The core of the Japex sales and marketing strategy is its direct B2B sales force. This channel accounted for an estimated 78% of its 2024 revenue, negotiating major contracts with power utilities like JERA.

To capitalize on market volatility, Japex utilizes trading desks for spot market sales. This channel represented 15% of its hydrocarbon revenue in 2024, providing crucial flexibility.

Owned infrastructure, like the Niigata-Sendai pipeline, is a key sales channel. This integrated service package locks in customers and is a significant part of its market positioning.

For its new energy business, the sales model is project-based and partnership-driven. A pivotal example is its Q1 2025 collaboration with Mitsui & Co. on a major CCUS project in Hokkaido.

The core message emphasizes ensuring a stable, secure energy supply while proactively developing cleaner sources. This dual commitment is central to the Japex business strategy and appeals directly to its B2B customer base.

The trusted blue corporate logo now incorporates imagery of geothermal plants and hydrogen molecules alongside traditional oil rigs. This visual shift supports the company's market positioning as an energy transition leader.

JAPEX differentiates itself from global oil majors by emphasizing its deep understanding of the Japanese market. This customer acquisition strategy directly targets investors, government bodies, and B2B customers.

The brand promise is quantified by a commitment to invest 30% of its annual capital expenditure in non-oil and gas projects by 2030. This translates to approximately $360 million in FY2024, a key metric in its strategic planning.

Launched in late 2024, this data-driven campaign aimed to articulate Japex new corporate strategy and attract investment for its $1.5 billion energy transition project pipeline. The initiative utilized a dedicated microsite and a flagship Tokyo Stock Exchange event to clearly communicate its carbon reduction targets.

This ongoing PR effort focuses on collaborations with local universities and national research institutes to boost technical credibility. It strategically positions the company as a technology integrator within the nascent hydrogen economy, a key pillar of its long-term business strategy.

This historically significant multi-year marketing campaign was crucial for solidifying the company's foundational role within Japan's LNG infrastructure. The effort successfully communicated its operational capabilities and long-term supply reliability to its B2B sales model clientele.

The 'Energy for a New Era' campaign generated a 25% increase in investor inquiries from ESG-focused funds in Q1 2025. Its success is attributed to perfect timing with government policy and a credible, data-backed marketing approach that strengthened confidence during market volatility.