Corporations must routinely ask “how should we allocate existing financial and human resources among our brands to grow shareholder value?” Firms should focus on getting the most from existing brands through better organizing and managing brands and brand inter‐relationships within the existing portfolio. “Brand architecture” is the way a company organizes, manages, and markets their brands. It must align with and support business goals and strategies. Different business strategies require different brand architectures. The two most common types are: “Branded house” architecture – employs a single (master) brand to span a series of offerings that may operate with descriptive sub‐brand names and “House of brands” architecture – each brand is stand‐alone; the sum of performance of the independent brands is greater than they would be if under a master brand. Neither type is better than the other. Some companies use a mix of both. The key is to have a well‐defined brand architecture strategy. Steps to maximize brand architecture: take stock of your brand portfolio from the perspective of customers because their view is the foundation for your strategy; do “brand relationship mapping” to identify the relationships and opportunities between brands across your portfolio. Check for these criteria: the perceived or potential credibility of the brands in that space – the perceptual license; whether or not the company currently has or can develop competencies in that space – the organizational capabilities; and whether the size and current or potential growth of the market is significant enough to merit exploitation and investment – the market opportunity. Mine the opportunities where all three criteria are met (aka, the “sweet spot”). Or use these innovative strategies if all criteria do not intersect: “pooling” and “trading,” branded partnerships’, strategic brand consolidation, brand acquisition, new brand creation. Continuously emphasize the portfolio‐wide thinking and business‐wide implications of brand‐oriented decisions. Create a brand council. When managed strategically and used as a structure to anticipate future business and brand needs, concerns, and issues, brand architecture can be the critical link to business strategy and the means to optimize growth and brand value.
fax 01-972-952-9435. AbstractHigh-pressure, coiled-tubing, jet-cleaning technology provided a Mobile Bay operator with a viable option to remove downhole scale and debris efficiently without adversely affecting the formation, the environment, or the well-completion tubulars. This paper will provide a complete and detailed discussion of the surface and downhole equipment needed to perform the high-pressure cleaning application. The paper also provides an overview of the computer simulations created to predict coiledtubing stresses accurately and the equipment used to collect real-time data on coiled-tubing fatigue, applied pump and hydraulic pressures, tubing drag and buckling parameters, cleaning fluid characteristics, and high-pressure nozzIe design.Historically, well-intervention alternatives have been limited in the deep-sour environment of the Mobile Bay field, which lies off the coast of Alabama in the Gulf of Mexico. Such factors as the sour-gas environment, the great depth of the formations (-22,000 ft), the excessive bottomholetemperature (>400°), the high wellhead pressure (>5,000 psi), and stringent environmen-talreguIations, present adverse conditions that challenge the use of conventional well-intervention and workover technology.Recently, a Mobile Bay operator experienced barium-scaling problems in a deep well (22,000 t?) (Fig. 1). A conventional workover risked formation damage as a consequence of killing the well, and damage to the well's expensive exotic alloy completion tubulars during the pulling and reinstallation process. Conventional rig mobilization and day rates were also prohibitive, as were the associated environmental issues inherent in Mobile Bay operations.
This case history paper presents the details of the role played by coiled tubing in returning a high-profile, Gulf of Mexico oil/gas well to production after the well had to be shut in due to excessive sand production. The paper presents the following events/conditions:The well could not be injected into in several attempts up to 9,300 psi. Since the well had produced sand, operators suspected that a sand plug existed.The well was completed with 4 1/2", 15.1# production tubing.Coiled tubing performed offline while the rig was performing completion operations. A hydraulic workover unit would have required the rig to be moved to aid in snubbing operations.The well was 18,750 ft deep, with a wellhead pressure of 7,000 psi. The well was producing from two comingled gravel packs with a ceramic flapper installed in the upper gravel pack packer for fluid loss. The state of the flapper was unknown.A coiled tubing string of 1.25" OD and 19860 ft long was designed for the job. Wall thickness tapered from 0.156 in. at the top to 0.134 in. at the bottom to support the tensile load of the string and provide maximum cycling capabilities at the location of the ceramic flapper. The initial goal was to use coiled tubing to wash to the bottom of the lowest gravel pack and break through the ceramic flapper with an impact tool. Due to low annular velocities inside the production tubing a special xantham based polymer/CaCl2 mixture was required to wash sand to the surface. The use of coiled tubing to wash through the production tubing in this extreme pressure/depth application allowed the well to eventually be killed by bullheading kill fluid. The paper also presents useful information on the following coiled tubing-related issues:Tubing fatigue monitored by software that tracked tubing life and helped ensure that the tubing was not used beyond stress ratings.Coiled tubing technology has extended the working envelope for high pressure applications.
An improved through-tubing sand control technique was utilized recently to enhance reservoir recovery and improve life-cycle economics. This coiled tubing-conveyed method uses several technical innovations that improve the reliability of the vent screen sand control completion. The innovations can be shown to:improve the rate at which reserves can be recovered;improve completion efficiency;reduce mechanical risk;reduce completion costs;extend the economic life of the well; andcontrol fines migration. Introduction Ewing Bank 305 Field is located approximately 100 miles southwest of New Orleans, Louisiana. The current development strategy for this field is to develop deep oil reserves and exploit shallow gas reservoirs. The hydrocarbons, located in fault trap reservoirs, are normally pressured and produced by a water drive mechanism. In the past, the wells were completed conventionally with circulating gravel packs, generally with a dual-completion configuration. In the mid-1990s, a single completion strategy using 3–1/2 in. production tubing was adopted to increase production rates from new wells. The current program continues to employ gravel-packed completions with large, single-production strings. In addition, because many of the new wells cut multiple pays, a completion configuration is used to provide an initial conventional gravel-packed completion and through-tubing access, so that future completions can be performed without rig intervention. These future completions can be executed with or without gravel packs to deliver the best economic value. If no screens are installed, production rates may be limited to delay the onset of sand production. Much time and effort is spent optimizing each completion in the reservoir. Because of the rapid depletion of these faulted reservoirs, control of completion costs is critical to the economic success of each well. For the proposed rigless completion method to be considered at Ewing Bank 305, it was critical that the process remain economical in comparison with current rig rates, minimize mechanical risk, and not sacrifice the best practices developed for sand control completions in that area. This paper presents a case history of a single-trip, coiled tubing deployed rigless completion installed at Ewing Bank 305 in the Gulf of Mexico. Vent Screen Completion Method The vent screen, or dual screen, sand control method has been used for many years in situations requiring remedial sand control. The vent screen method uses two screen assemblies separated by blank pipes placed and packed in casing. Production enters the lower screen section and exits the upper screen section. The screen and blank assembly are run in the hole through the production tubing on electric line, slickline, or coiled tubing and set on the bottom. The sand control treatment, consisting of a gravel pack or high-rate water pack is placed at the desired rate. At the end of the treatment, gravel is allowed to pack in the screen and the blank annulus (Figure 1). This method is generally applied only to low-reserve, cost-sensitive reservoirs or as a last-ditch effort to control sand production in old wells. However, recent innovations in coiled tubing and sand control technologies now allow rigless through-tubing vent screen sand control completions to be considered for both initial and alternative remedial completions. Typical through-tubing completion candidates are identified as wells with 3–5 bcf of reserves, stacked pays, high rig costs, and intervals with a 6–12-month productive life in each zone.
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