Hpcl 2030 Petrol Retailing

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Table of Contents

Introduction        3

Methodology        3

Marketing research        4

Analysis        7

Reasons        7

1)        Service maintenance in Dealership based model        7

2)        Less recognition of loyalty services launched        7

3)        Undifferentiated services        7

Innovations and Improvement        8

Innovation in Services        8

Innovation in targeting customers        10

Improvement in promotions        10

Improvement in implementation of services        11

Conclusion        11

Introduction- Petrol retailing, being one of the biggest retail chains in India, has started evolving itself from a basic barter to more of a service based retail. With the increase in income levels of our population and globalisation, we are looking forward to grab this opportunity as one of the leaders in petrol retailing to take it a step further and look forward to creating a better engagement with the customer by providing a value addition to them. Since the deregulation of the downstream oil industry, there is an immense increase in competition and following changes are being made in the strategies:

• Focus is shifted from the urban to highways and sub-urban areas.

• Increase in communication with the customers in the media and onsite

• From fuel dispensing only to multi product selling

 • From commodity selling to brand marketing

 • From direct controls to third party audits – these certifying agencies require their own infrastructure

Though there are a number of facilities that are being floated by fuel retailers in the country like ATMs, tyre pressure checker etc., but still there is a lot that has to be done.

Methodology- We first, with the help of a market research, have tried to find out the major needs and crucial factors for the customers by understanding their buying behaviour. Based on this research, we have suggested some steps that can help us in enhancing the consumer engagement and creating a brand identity for HPCL. The paper on a whole tries to figure out the lacking points in the current strategies which leads to apparently very less differentiation between the fuel service providers and suggest a new strategy to curb the same.

Marketing research

 Sampling method was used to collect the pertinent data from the respondents for convenience sampling. The study was conducted in and around Bhopal town. The survey was done taking a sample size of 50 respondents. Following is the data regarding the profile of the respondents and their responses against various questionnaires:

                                      Table 1:  Respondents Profile

            Table 2:    Preference Of Special Branded Fuel

From Table 2, it is clear that 54% of the respondents didn’t prefer any branded fuel following that 14% of the respondents prefer power, 16% of the respondents prefer speed, 8% of the respondents prefer extra mile speed, 4% prefer extra premium, and 4% of the respondents prefer Turbojet speed. Thus, it can be concluded that the majority of the respondents didn’t prefer branded fuel in this study area.