Overview of Marketing and Branding Products of Bharat Petroleum Corporation Limited Essay

The check 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 economical liberalisation in India, Lubricants was the first downstream Petroleum intersection to be tot onlyy 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 place. Despite operational in a totally competitive environment, BPCLs Lubricants SBU has been registering a ingathering in lubricating substance sales continuously over the past couple of stratums. In 2007-08, an overall growth of 10% has been registered, with a healthy disorder 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 sends depicting each segment- Mak for Diesel railway locomotive oils, Automo l 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, nocked all our industrial grades with MAK. Retail Channel Our core strength is our retail departure entanglement across the country, this comprises of about 7530 retail outlets.Our Lubes SBU have undertaken various foremosts in co-ordination with Retail Business to grow our sales volume with this channel. Initiatives undertaken by the SBU are setting up of ch adenine Honda City Works, Tata Authorised do 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 ceremonious to improve reach and penetration in rural and unrepresented areas of MAK Brand, the SBU could reach to the live mile as far as the nodes are concernedWe enshroud to improve our brand visibility across the network and there by increasing our market share across the segments. Industrial Channel grown number of prestigious customers has been added during the year to our already existing prestigious customer list. We are too suppliers of initial engine oil fill to TATA Motors, TVS, and Hero Honda etc. We similarly hold respectable share of Railway and vindication business. Infrastructure The Lube Plants at Wadilube (Mumbai), Budge Budge (Calcutta), Loni (Delhi) and Tondiarpet (Chennai) have nonionized themselves as close-knit teams to maximize levels of production and dispatch.The Plant at Wadilube is an ISO 90012008, ISO 140012004 vitamin A OHSAS 180012007 certified Plant. As part of the ongoing improvements in packaging, the new serial publication of packages developed entirely in-house have been introduced. Other initiatives To support the business initiatives, a major thrust has been given to improving BPCLs product offering and increases its market presence. The new RampD 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 distri moreoverion system has been revamped with the validation of Supply Chain Management department to ensure that products are more conveniently available and distinctively visible in the market price. exclusive branded Lube Shoppes have been opened all over the country to improve our reach, as well as many ripe & unconventional methods are existence used to hold 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 cattle farm the MAK brand across the country in rural areas also. Currently this network is available in Uttar Pradesh, Maharashtra, Rajasthan, and Madhya Pradesh and is likely to extend to other states also shortly. MAK also embarked on another thrust area of enrolling garages across the country in the network of MAK Garages there by providing standardized service across the network.This initiative not only rovides opportunity for the garages to enhance their business opportunity but also provides an assurance to the end customers that their vehicles are getting the right loving of lubricants. Brand Ambassador To promote MAK brand among the youth and improve the brand visibility, MAK signed up M. S. Dhoni as Brand ambassador in the year 2006. The rise of MAK brand in the minds of the consumers as well as market share coincided with the rise of Dhoni also, who today is the Youth icon of the year and also the Captain of the Indian team for all versions of the game like MAK being the Champion of All Engines.BPCL is confident that it will continue to make substantial and sustained efforts with appropriate investments, synergies business between channels, improve quality and measur ing stick standards, invest in R&D for new product development and aggressively build the brands to result in maximising the harbor addition for both the business and its customers. Research and Development Vision To create a centre of technical excellence for Product & operation Development through pursuit of knowledge and fostering creativity / pattern to be a pacesetter and achieve cost leadership in petroleum industry.Introduction The Research & Development Centre at Sewree, Mumbai was established in 1983 and recognized by Department of Scientific & Industrial Research, MoS&T. The R&D Centre has super skilled and experienced Scientists & Engineers capable of developing various types of lubricant products, innovatively, using modern technology. It is equipped with state-of-the-art equipment / facilities for testing of lubricants, greases and fuels besides sure rig & performance tests required for developing new lubricants as well as upgrading the exis ting products on continuous basis.