Oil States International, Inc. (OIS): Marketing Mix Analysis [Dec-2025 Updated]

You're trying to get a clear read on where Oil States International, Inc. is placing its bets as we head into 2026, and honestly, the strategy is a sharp pivot offshore. After two decades analyzing these capital-intensive plays, I can tell you this isn't just boardroom talk; their 75% revenue mix from international/offshore operations in Q3 2025 proves they are serious about exiting certain U.S. land plays. What this means for your valuation model is a story of high-spec engineered equipment supporting a $399 million backlog, balanced against cost pressures like the 88% effective tariff on gun-steel imports hitting their Downhole segment. We've broken down exactly how their product focus, global footprint, B2B promotion, and segment-specific pricing-like that strong 29% EBITDA margin on Completion and Production Services-all line up. Check out the four P's below to see the full, distilled picture of their current market positioning.

Oil States International, Inc. (OIS) - Marketing Mix: Product

The product portfolio of Oil States International, Inc. centers on technology-driven, highly-engineered products and services across its primary operating segments, with strategic diversification into new energy applications.

Highly engineered capital equipment for floating production systems and subsea pipelines is primarily represented by the Offshore Manufactured Products segment. This segment generated revenues of $108,627 thousand in the third quarter of 2025. The strength of this product line is reflected in its backlog, which totaled $399 million as of September 30, 2025, marking its highest level since June 2015. Quarterly bookings for this segment in Q3 2025 were $145 million, resulting in a book-to-bill ratio of 1.3x for the quarter.

The Downhole Technologies segment focuses on consumable perforation systems and tools designed to connect the wellbore with the formation, spanning the life of a well from completion through plug and abandonment. For the three months ended September 30, 2025, this segment reported revenues of $29,028 thousand. Specific product innovations include the EVOLV® + FracTrap™ Composite Plug System, engineered to hold 10,000 lbs. of differential pressure.

Completion and Production Services provides necessary equipment and personnel for well maintenance activities. This segment contributed revenues of $27,525 thousand in the third quarter of 2025. Following optimization actions implemented in prior periods, the segment achieved an Adjusted Segment EBITDA margin of 29% in Q3 2025, up from 13% in the third quarter of 2024.

Oil States International, Inc. is actively diversifying into new energy, applying its core oil and gas technologies to sectors like offshore wind. The company features the TowerLok™ Wind Tower Connector technology. For example, its Swift DW2 GT connector product line is designed with a material yield of 100 ksi and an integral gas tight metal-to-metal seal capable of withstanding an internal pressure yield of 6,500 psi.

A significant strategic offering is the partnership with Seadrill, announced in July 2025, focused on advanced Managed Pressure Drilling (MPD) packages. This collaboration integrates Oil States' award-winning MPD Integrated Riser Joint (IRJ) system with Seadrill's fleet. The MPD IRJ system is engineered to reduce nonproductive time (NPT) and improve the safe handling of gas influxes encountered in deepwater MPD operations.

The relative contribution of each product-focused segment to the consolidated revenues of $165,180 thousand for the third quarter of 2025 is detailed below:

Oil States International, Inc. (OIS) - Marketing Mix: Place

The Place strategy for Oil States International, Inc. (OIS) centers on a deliberate, global footprint optimization, prioritizing long-cycle, higher-margin international and offshore markets while actively streamlining domestic exposure. This distribution strategy is executed through a network of owned and leased facilities strategically positioned to serve key global energy hubs.

Oil States International, Inc. maintains global operations, with manufacturing and service facilities located across key regions. As of December 31, 2024, principal owned or leased facilities supporting the Offshore Manufactured Products segment included locations in Rio de Janeiro and Macae, Brazil; Aberdeen and West Lothian, Scotland; Rayong, Thailand; Singapore; Batam, Indonesia; Navi Mumbai, India; and Las Palmas, Spain, among others. The Completion and Production Services segment provided services through 17 locations serving the U.S. and international markets as of December 31, 2024.

The execution of this geographic strategy is evident in the financial results. The revenue mix is heavily weighted toward offshore and international, accounting for 75% of consolidated revenues in the third quarter of 2025. This reflects a multiyear strategic shift away from the volatility of U.S. land activity.

To support this international focus, Oil States International, Inc. is expanding manufacturing capacity in Batam, Indonesia, to meet growing international demand. This move aligns with the company's focus on its Offshore Manufactured Products segment, which generated $109 million in revenue in Q3 2025.

Conversely, the company is actively exiting and consolidating certain underperforming U.S. land-based operations in 2025. This streamlining effort resulted in reported charges totaling $3.6 million in operating income in Q3 2025, associated primarily with the continued exit of these operations. For context, the company incurred $13.7 million in charges associated with facility consolidations and exits during 2024.

The distribution network is designed to serve a key customer base spanning energy, industrial, and military sectors globally. The strength of the international order book supports this distribution focus. The total company backlog climbed to $399 million in Q3 2025, with bookings hitting $145 million in the quarter, yielding a book-to-bill ratio of 1.3x.

Here's a look at the revenue distribution shift that defines the current Place strategy:

The distribution channel is clearly favoring project-driven international work, which management notes generally comprises longer cycle, higher-margin business.

You can see the strategic focus by looking at the segment revenue breakdown for the third quarter of 2025:

• Offshore Manufactured Products revenue: $109 million.
• Completion and Production Services revenue: $28 million.
• Downhole Technologies revenue: $29 million.

The company is definitely using its global manufacturing base to fulfill the $399 million backlog, which is heavily influenced by military orders and offshore projects. Finance: draft 13-week cash view by Friday.

Oil States International, Inc. (OIS) - Marketing Mix: Promotion

Oil States International, Inc. (OIS) promotion is heavily weighted toward business-to-business (B2B) credibility building and direct engagement, reflecting its focus on complex, high-specification engineered equipment.

The promotional strategy centers on demonstrating technical superiority, which is critical for securing long-term contracts in the offshore and deepwater sectors. For instance, the company's Q3 2025 consolidated revenues totaled $165 million, with 75% generated from offshore and international projects. This revenue concentration dictates a promotional focus on high-end, specialized applications rather than broad consumer advertising.

Credibility is actively built through industry recognition. Oil States International, Inc. was honored with the prestigious Spotlight on New Technology® Award at the 2025 Offshore Technology Conference (OTC) for its TowerLok™ Wind Tower Connector. This technology is promoted as cutting the number of required fasteners by 50% compared to conventional bolted L-Flanges, directly conveying a benefit of speed and reduced cost in installation. This follows previous recognition, such as receiving two 2023 Spotlight on New Technology® Awards for the FTLP™ Floating Wind Platform and Active Seat Gate Valve.

Strategic collaborations serve as a powerful promotional tool, validating the company's engineering expertise to major operators. Oil States International, Inc. announced a unique partnership with Seadrill in July 2025 to build a Managed Pressure Drilling (MPD) package, aiming for improvements in safety and efficiency. Furthermore, a strategic collaboration with Halliburton Company, announced in November 2023, combines technology sets to provide innovative deepwater MPD solutions.

Investor relations and press releases are a defintely key communication channel for market positioning. Recent communications included the announcement of Q3 2025 results on October 31, 2025, and the announcement of a Dual Listing on NYSE Texas on November 13, 2025. The strength of the order book is a key metric used in these communications, with the Offshore Manufactured Products segment backlog increasing 10% sequentially in Q3 2025, reaching quarterly bookings of $145 million and a book-to-bill ratio of 1.3x.

The emphasis on complex, high-specification solutions is supported by segment performance data, which promotion targets through case studies and technical papers.

The company's B2B promotional focus is reinforced by the financial structure, where the Completion and Production Services segment maintained an Adjusted Segment EBITDA margin of 29% in Q3 2025, despite U.S. land-based activity softness.

• - The Q3 2025 book-to-bill ratio for the Offshore Manufactured Products segment was 1.3x.
• - The TowerLok™ connector reduces required fasteners by 50%.
• - Q3 2025 consolidated revenues were $165 million.
• - Offshore revenue comprised 75% of Q3 2025 consolidated revenues.
• - The company repurchased $4 million of common stock in Q3 2025.

Finance: draft 13-week cash view by Friday.

Oil States International, Inc. (OIS) - Marketing Mix: Price

Price for Oil States International, Inc. (OIS) reflects a bifurcated market reality as of late 2025, where strong long-cycle order books support premium positioning in some areas while cost inflation pressures others. You see this clearly when you look at the backlog strength supporting the manufactured products side.

The Offshore Manufactured Products segment has established a strong pricing position, evidenced by its backlog reaching $399 million as of September 30, 2025. This figure represents the highest backlog level for the segment since June 2015. This strong order book, supported by quarterly bookings of $145 million in Q3 2025 which yielded a book-to-bill ratio of 1.3x, gives management leverage in setting prices for future deliveries.

Here's a quick look at how pricing power translates into segment profitability metrics:

Still, not every area enjoys this pricing strength. The Downhole Technologies segment faces significant cost pressure, particularly due to trade policy impacts. Management estimates that gun-steel imports from China jumped to nearly 90% in Q3 2025, a sharp increase from about 25% a few years prior, driving a cost spike in that division. This external factor directly challenges the ability to maintain attractive pricing or margins in that specific product line.

Conversely, the Completion and Production Services segment demonstrates effective pricing strategy execution, achieving an Adjusted Segment EBITDA margin of 29% in Q3 2025. This margin is substantially higher than the 13% reported in the third quarter of 2024, showing that their pricing structure is working even amid lower U.S. land activity. As you know, this segment prices its services and equipment based on daily rates, which vary depending on the specific equipment deployed and the overall length of the job, with separate charges for equipment and field technicians.

Management's focus on cost structure and capital discipline is reflected in shareholder returns, which is a form of pricing capital back to investors:

• Year-to-date 2025 stock repurchases total $16.2 million.
• During the third quarter of 2025, the company purchased $6 million principal amount of convertible senior notes and $4 million of common stock.
• The total cash returned to stakeholders in Q3 2025 via these repurchases was $10 million.