Overview of Marketing and Branding Products of Bharat Petroleum Corporation ...

The correct use of these Moisturizers of right quality ensures prolonged and trouble free automobile operation, rendering maximum benefits to the users of current day modern cars. Overview Consistent with the economical liberalisation in India, Lubricants was the first downstream Petroleum product to get 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 industry. Despite with a totally competitive environment, BPCL’s Lubricants SBU has been signing up a growth in lubricant sales continuously within the last couple of years. In 2007-08, a general growth of 10% has been authorized, with a healthful turnover of Rs. 1680 crores (approx USD three hundred and fifty million).

Over 10 years ago, we re-launched our Lubricants in new attractive packs, mainly in Automotive category with three major brands describing each segment- Mak intended for Diesel Engine oils, Automol for Gasoline Engine oils and Slip for Two/Three wheelers(mainly 2T then). Back in 2003, we decided to go for Umbrella Brand-MAK Lubricants, in subsequent years, branded all our industrial levels with PRODUC. Retail Channel Our key strength is our retail outlet network across the country, this consists of about 7530 retail outlets.

The Lubes SBU have performed various projects in co-ordination with Selling Business to grow each of our sales quantity through this kind of channel. Endeavours undertaken by the SBU will be setting up of Hero Honda City Functions, Tata Sanctioned Service Stop (TASS) and installation of Quick Oil Change Machines at retail outlets. Bazaar Channel Using a network of 190 PLDs, 600 PRODUC Garages and MAK Cellular Vans founded to improve reach and penetration in countryside and unrepresented areas of PRODUC Brand, the SBU could reach towards the last mile as far as the customers are concerned!

We continue to improve our brand visibility over the network and there simply by increasing our market share across the segments. Commercial Channel Large number of prestigious buyers has been added during the year to our already existing prestigious customer list. We are likewise suppliers of initial engine oil complete to STRUKTUR Motors, TELEVISIONS, and Main character Honda etc . We as well hold decent share of Railway and Defence business. Infrastructure The Lube Vegetation at Wadilube (Mumbai), Move Budge (Calcutta), Loni (Delhi) and Tondiarpet (Chennai) possess organised themselves as good teams to increase levels of production and distribute. The Plant for Wadilube is definitely an ISO 9001: 08, ISO 14001: 2004; amplifier; OHSAS 18001: 2007 accredited Plant.

As part of the ongoing advancements in product packaging, the new group of packages created entirely in-house have been released. Other initiatives To support the organization initiatives, an important thrust has been produced to improving BPCL’s item offering and increases its market existence. The new R; amp; G Center in Sewree, Mumbai, has developed numerous new products in the automotive and industrial groups. Towards higher visibility, considerable investments have been completely made in revitalising the brands through merchandise quality and package improvements.

The entire distribution system has become revamped with the formation of Supply Cycle Management division to ensure that items are more quickly available and distinctively noticeable in the market selling price. Exclusive top quality 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 produce brand recognition especially in the diesel-powered oils portions. Another major initiative has been to reach the products to the rural population throughout the tie-up with ITC – e-choupal network which has spread the PRODUC brand around the world in countryside areas likewise.

Currently this network will come in Uttar Pradesh, Maharashtra, Rajasthan, and Madhya Pradesh which is likely to lengthen to other states also soon. MAK as well embarked on another thrust area of enrolling garages across the country inside the network of “MAK Garages” there by giving standardized assistance across the network. This initiative not only rovides opportunity for the garages to boost their business opportunity but likewise provides an guarantee to the end customers that their cars are getting the proper kind of moisturizers.

Brand Legate To promote MAK brand among the youth and improve the company visibility, PRODUC signed up M. S. Dhoni as Company ambassador back in 2006. The rise of MAK brand in the minds of the consumers and also market share coincided with the rise of Dhoni also, who also today is a Youth icon of the year and also the Captain of the Of india team for any versions with the game – like MAK being the “Champion coming from all Engines”. BPCL is comfortable that it will keep substantial and sustained efforts with ideal investments, groupe business among channels, boost quality and quantity specifications, invest in R& D for new product development and aggressively build the brands to lead to maximising the value addition for both the business as well as customers.

R and d Vision To make a centre of technical superiority for Merchandise & Software Development through pursuit of expertise and cultivating creativity as well as innovation to be a pacesetter and achieve price leadership in petroleum market. Introduction Your research & Development Centre for Sewree, Mumbai was established in 1983 and recognized by Section of Clinical & Professional Research, MoS& T. The R& M Centre provides highly skilled and experienced Researchers & Technical engineers capable of developing various kinds of lubricant products, innovatively, using modern tools. It is built with state-of-the-art equipment / features for testing of lubricants, greases and fuels besides certain rig & performance tests necessary for developing fresh lubricants as well as upgrading the current products in continuous basis.

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