Financial Daily from THE HINDU group of publications
Friday, Mar 25, 2005
Financial Daily from THE HINDU group of publications Friday, Mar 25, 2005 |
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Marketing
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Strategy BPCL planning new marketing initiatives K. V. Kurmanath
Hyderabad , March 24 BHARAT Petroleum Corporation Ltd (BPCL) has lined up a slew of marketing initiatives to expand its presence in the country. Explaining the company's marketing strategy, Mr S. Krishnamurti, Executive Director (Retail), told Business Line that the company is looking at developing vehicle care centres (VCCs) in association with automobile manufacturers. "We are in talks with automobile manufacturers like Hero Honda and Toyota," he said. Mr Krishnamurti was in the city last week to introduce BPCL's concept of `retail visual identity' (RVI) in Andhra Pradesh. The oil major plans to offer a variety of services under one roof through the VCCs. The first centre was opened last week in Delhi. In the first year, the company is looking at developing 250 VCCs.On the RVI initiative, he said the design for new-look service stations had been prepared after taking into consideration suggestions from customers. "We have introduced 32 elements in our new design right from lighting to displaying prominently the rate card on the monolith," he said. The first preference will be given to high-density stations like the ones along the highways. The chain of stores the company runs at the outlets offers 30 product categories. Each of them put 8,000 different products on display. "We record sales worth Rs 80 crore. Though the figure is small when compared to our overall sales, we found that the stores are helping the dealers in retaining the customers. They say they retain loyalty of 12-18 per cent of their customers."
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