bpcl retail

8/2/2019 BPCL Retail

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BPCL:PETROL PUMP

REVOLUTION



Introduction

• BPCL -a leading player in the Indian petroleumindustry.

• In April 2002 Indian players realized they need to

become more customer focused.• Shell launched the first convenience store (C-store)

stocking over 1000 different items.

• It offers eatables, soft drinks, stationery,

newspaper, magazines , frozen foods, audio cassetesand cds



Background

In 1951 the government entered into an agreement with the UK based Burmah oil company

In 1952 this agreement led to the incorporation of

Burmah shell oil refineries limited In 1976 the government acquired 100% share in the

company

In 1977 the company name was changed to Bharat

Petroleum corporation limited.

In 1993 BPCL tied up with partner shell to formBharat shell Ltd.



Background

In April 1994 the government decided to divest its26% share of its stake.

The government Identified as one of the nine

Navratnas BPCL refinery consistently operated at over 120% of

its 6.9 million metric tones per annum installedcapacity

BPCL also acquired 19% stake in Numaligarhrefineries limted



Retail Initiative :Phase I

Petroleum business broadly divided into three parts :the production of crude, the refining of crude oil intosealable products and retailing

In 1992 BPCL began its customer serviceimprovement efforts with a market survey

Market survey identified the need of the customer

BPCL tied up with Apollo tyres

BPCL also tied up soft drink giant Pepsi co. toprovide customer service at retail outlets



Retail Initiative :Phase I

BPCL was the first oil company in India to issue a co- branded credit card in a tie up with Bob card limited

The vehicle owner could even authorize their drivers

to purchase fuel using this card. BPCL took special attention to avoid the problems an

average petrol pump owner associated with theusage of such “Petrocards”.

BPCL give cardholder Pre-embossed slip so thatpump attendant do not have to run the card throughthe embossing machines.



Change in organization structure

The company was split into six strategic businessunits

Increase in interaction between senior manager and

customer Six SBU were retail outlets, commercial user,

lubricants, LPG, aviation and refinery.

Classification helped the managers focus on specific

customer and speeding up decision making process

BPCL also set up cross business council thatfunctioned across six.



Change in organization structure

The restructuring gave special emphasis tomarketing.

BPCL initiated a series of steps for taking the

company closer interaction with customer 22 divisional offices were replaced by 61 branches in

smaller territories.

This helps in closer interaction with the customer

BPCL started modernizing individual petrol pumpthroughout the country.



BAZAAR

BY July 1999 , 35 of BPCL retail outlet across thecountry had the Bazaar stores running successfully.

BPCL came up with another revolutionary idea by

launching Mc Donald fast food outlet at petrol pumpnear Mathura on Delhi Agra highway

Mc Donald paid a fixed rent, besides the percentageof its sales to BPCL

The outlet was expected to pull in foreign anddomestic tourist headed to and from Agra



Retail Initiative Phase -II

The company also used feedback system to renovatein the area

BPCL modified certain thing on the basis of

feedback. It decided to keep the stores open till at least 11 pm

Lot of product being stocked like chocolates andessential item like milk

It also opened In and out stores around 40 outlets

It firstly focused in north India.



Enhanced Service

BPCL tied up with different companies for a no of different industries

Fast food , photography, music, financial service

ATM, courier service ,greeting card The companies involved were Mc Donald ,Tata

internet, Pepsi,HMV, Sony, ITC,UTI bank standardchartered bank and Kotak securities

These companies were given counter within thestores for selling their services

The stores were open till mid night.



BPCL: a distribution center

It was not always easy getting them to their houses todeliver product

BPCL proposed a solution by US base company Peapod

It used local petrol pump as a delivery point

The products were delivered to a BPCL outlet

The petrol pump acted as a convenient channel

between the companies and the customers BPCL innovative plans concerned with distibution of

LPG



Conclusion

BPCL revolutionize the retailing sector in India

BPCL used innovative techniques for greatercustomer satisfaction.

It gave more emphasis on customer services to makea revolutionary change in petroleum retail sector.

It work on the tag line "each pump has a story to tell-a story of care and commitment”.

It was well supported by marketing and retailingstrategy.



THANK YOU.

bpcl retail

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