BPCL PETROL

PUMP RETAIL
REVOLUTION
P R E S E N T E D BY:
AMIT JAIN
P R A S H A N T B H A R D WA J
MOHIT VERMA
A R U TA N E J A

CONTENTS
INTRODUCTION
THE RETAIL INITIATIVES
RESTRUCTURING
AFTER DEREGULATION
RETAIL INITIATIVES-PHASE II
IN & OUT STORES
FUTURE PLANS

INTRODUCTION
Headquarters- Mumbai, Maharashtra
Chairman & M.D S. Varadarajan
Products Petroleum, Natural Gas, And Petrochemicals
Owner Government Of India

THE RETAIL INITIATIVES

Focus on add-on services for non-fuel business.
In 1970s , BPCL took shells strong market network.
1n 1992, BPCL conducted market survey for identification of needs of
consumers at retail outlets.
The survey revealed:

Consumers want good and accurate air gauge at petrol pumps.

And the facility to pay by credit cards.

And availability of soft drinks.

BPCL tied up with Apollo tyres and installed accurate tyre gauges at pumps,
Also they made an agreement with PepsiCo to provide entire range of soft
drinks available at the outlets.

 BPCL was the first company in India to issue co-branded credit card to
purchase fuel on credit.
And owners can authorize drivers to purchase fuel using this card.
Credit card facility was very useful for fleet operators, and truckers as they
dont have to carry huge amount of cash.
Introduction of petrocards

RESTRUCTURING
Company has been splitted into 6 SBUs to reduce bureaucracy and increase interaction between
managers and consumers.
The six SBUs were:
1. Retail outlets
2. Commercial users.
3. Lubricants.
4. LPG.
5. Aviation.
6. Refinery.
All this helped in consumer focus and speedy decision making.
In the new system decisions like discounts can be taken by sales officer himself.
Also 22 divisional offices replaced by 61 branches in small territories for closer interaction with
consumers.

AFTER DEREGULATION
BPCL appointed a site procurement team to acquire 1234 outlets, who have
the authority to talk to owners and take decisions by themselves.
The company launched bazaar range of stores in their petrol pumps and
given 5 ad campaigns.

THE RETAIL INITIATIVES- PHASE

II
In 1999, 35 BPCL outlets have bazaar stores.
In 2000, company launched McDonald's outlet near Mathura petrol pump.
Survey showed most consumers visit between 8p.M to 11p.M , so timings of
petrol pump was extended to atleast 11p.M.
The company replaces non-selling products like soft-toys and focused on
impulse products like chocolates and milk products.
The company also planned to convert bazaar stores to new in & out
stores in a phased manner.

IN & OUT STORES

In Jan 2001, company launched new in and out stores in metro cities,
focusing on top of the impulse products.
Company tied up with several companies like Pepsi, McDonald's ,kwality
walls & many other banks for ATMs.
In these stores, there is flexibility of working hours according to traffic on
each store.

FUTURE PLANS
Now, innovative plan to deliver LPG cylinder.
Specially for the couples who are both out of house on work.
Fixed time Delivery system was implemented to deliver the cylinders at a
particular time.
Rivals- IOC & HPCL were also refurnish their petrol pumps.

THANK YOU