retail petroleum
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GAP analysis in Retail Petroleum Industry
Submitted By:
A.J.SharmaChandan Kumar
Diptendu DeyL.K. Gupta
Ravi SharmaVivek Sharma
Retail Petroleum Industry of India
Petroleum retail sector is one of the largest segments of the
industry .
Petroleum retailing industry in India faces significant challenges
and is forced to adopt new and innovative strategies.
GOI on April 1, 2002, opened up retail marketing to private and
foreign companies.
Petroleum retailing is a retailing of product and service.
Change of focus of oil marketing companies.
The new look petrol pumps, apart from dispensing fuels; now offer
the best of retail chains providing a value added service to busy
consumers.
Retail Petroleum Industry of India
Consumer is becoming more and more demanding. Quality & Quantity assurance Quick filling and efficient forecourt service Rewarding loyalty Premium fuels Cashless transactions Non-fuel services
Loyalty programs Smart Fleet (BPCL) Xtrapower (IOCL) Drivetrack (HPCL) Transconnect (Reliance) Petrocard (BPCL)
Studying GAP 4: Sample
GAP 4 : Communication gap, when promises do not match
performance.
The communications that are made to the customers:• Quick filling time of not more than 10mins and quick billing.•Solving other problems which are non-fuel like brake fluid check, tyre check, battery check, windshield wiper check.• Personal attention to the customers.• Round the clock operating hours.• Understanding specific needs like the correct quality and quantity.• Standard service across all pumps.
Analysis of Customers : 150 SamplesAnalysis of Employees : 30 Samples
Companies Considered for Analysis
IOCL HPCL BPCL
Studying GAP 4: Analysis
Analysis: Customers
• Filling Time• Billing Time• Problem Solving• Personal
Attention• Specific Needs• Convenient
Operating Hours
• Proper Operations
• Information Access
• Service Quality
• Additional Benefits
• Redemption• Payment• Rewards
Catalogue• User Platform
Analysis: Loyalty Program Analysis: Employees
• Filling Time• Billing Time• Customer
Oriented• Personal
Attention• Uses of Card• Card Complain• Hoarding• Company
Operation• Scheme Info• Role of Employee• Special Training• Service Standard• Company Facility• Customer
Problem
Results after Factor Analysis
• Prompt Service
• Personalized Service
• Convenience
• Proper Operations
• Returns
• Value for money
Studying GAP 4: Analysis
Analysis: Customers
Analysis: Loyalty Program Analysis: Employees
• Prompt Service
• Personalized service
• Card convenience
• Operations
• Scheme
• Role
• Reducing billing time by using computerized hand held devices.
• Training the pump attendants.
• Customer involvement by rolling out new promotional campaigns.
• Clear demarcation of responsibility of the pump attendants.
• Rewards catalogue of the loyalty cards should include more
attractive gifts.
Recommendations
THANKYOU