Overview of Marketing and Branding Products of Bharat Petroleum Corporation Limited

Topics: Petroleum, Lubricant, Motor oil Pages: 68 (9962 words) Published: October 16, 2012
Overview of Marketing and Branding Products of Bharat Petroleum Corporation Limited

Bharat Petroleum offers a full range of Automotive Engine Oils, Gear Oils, Transmission oils, Specialty Oils and Greases. The correct usage of these Lubricants of right quality ensures prolonged and trouble free vehicle operation, providing maximum benefits to the users of present day modern vehicles. Overview

In line with the economic liberalisation in India, Lubricants was the first downstream Petroleum product to be totally deregulated with effect from 1991. Since then a large number of players - National, MNCs as well as Global Players - have entered the Indian Lubricants market. Despite operating in a totally competitive environment, BPCL's Lubricants SBU has been registering a growth in lubricant sales continuously over the past couple of years. In 2007-08, an overall growth of 10% has been registered, with a healthy turnover of Rs. 1680 crores (approx USD 350 million). In 1998, we re-launched our Lubricants in new attractive packs, mainly in Automotive category with three major brands depicting each segment- Mak for Diesel Engine oils, Automol for Petrol Engine oils and Glide for Two/Three wheelers(mainly 2T then). In the year 2003, we decided to go for Umbrella Brand-MAK Lubricants, in subsequent years, branded all our industrial grades with MAK. Retail Channel

Our core strength is our retail outlet network across the country, this comprises of about 7530 retail outlets. Our Lubes SBU have undertaken various initiatives in co-ordination with Retail Business to grow our sales volume through this channel. Initiatives undertaken by the SBU are setting up of Hero Honda City Works, Tata Authorised Service Station (TASS) and installation of Quick Oil Change Machines at retail outlets. Bazaar Channel

With a network of 190 PLDs, 600 MAK Garages and MAK Mobile Vans established to improve reach and penetration in rural and unrepresented areas of MAK Brand, the SBU could reach to the last mile as far as the customers are concerned! We continue to improve our brand visibility across the network and there by increasing our market share across the segments. Industrial Channel

Large number of prestigious customers has been added during the year to our already existing prestigious customer list. We are also suppliers of initial engine oil fill to TATA Motors, TVS, and Hero Honda etc. We also hold respectable share of Railway and Defence business. Infrastructure

The Lube Plants at Wadilube (Mumbai), Budge Budge (Calcutta), Loni (Delhi) and Tondiarpet (Chennai) have organised themselves as close-knit teams to maximize levels of production and dispatch. The Plant at Wadilube is an ISO 9001:2008, ISO 14001:2004 & OHSAS 18001:2007 certified Plant. As part of the ongoing improvements in packaging, the new series of packages developed entirely in-house have been introduced. Other initiatives

To support the business initiatives, a major thrust has been given to improving BPCL’s product offering and increases its market presence. The new R&D Center at Sewree, Mumbai, has developed a number of new products in the automotive and industrial categories. Towards higher visibility, substantial investments have been made in revitalising the brands through product quality and package improvements. The entire distribution system has been revamped with the formation of Supply Chain Management department to ensure that products are more conveniently available and distinctively visible in the market price. Exclusive branded Lube Shoppe's have been opened all over the country to improve our reach, as well as many innovative & unconventional methods are being used to create brand awareness especially in the diesel oils segments. Another major initiative has been to reach the products to the rural population through the tie-up with ITC – e-choupal network which has spread the MAK brand across the country in rural areas also. Currently...
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