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Contents
1. 2. 3. 4. 5. 1. I.
Introduction .......................................................................................................................................... 3 Continuous growth ............................................................................................................................... 3 Mission statement ................................................................................................................................ 4 Strategy to achieve mission .................................................................................................................. 4 Marketing Mix of PSO: .......................................................................................................................... 4 Products: ............................................................................................................................................... 4 Single Grade petrol: .......................................................................................................................... 5
2. Castrol GT: ............................................................................................................................................. 5 Benefits ................................................................................................................................................. 5 3. High Speed Diesel.................................................................................................................................. 6 2. Price: ..................................................................................................................................................... 6 Pricing Strategy of Petrol & Diesel ............................................................................................................ 6 Pricing strategy of Castrol GTX.................................................................................................................. 6 i Profit.................................................................................................................................................... 7 ii Services............................................................................................................................................... 7 3. Place: ..................................................................................................................................................... 7 Placement, distribution, channel, or intermediary................................................................................... 7 For product movement network: ............................................................................................................. 7 PSO has storage depots all over Pakistan: ................................................................................................ 8 South Zone Depots:............................................................................................................................... 8 NORTH ZONE DEPOTS ........................................................................................................................... 8 CENTRAL ZONE DEPOTS ........................................................................................................................ 8 4. PROMOTION: ........................................................................................................................................ 8 Mega hoardings ........................................................................................................................................ 8 Zoom Signs ................................................................................................................................................ 8 Encouraging sports.................................................................................................................................... 9 PSO Light & Visual Park ............................................................................................................................. 9 Directional and safety signs ...................................................................................................................... 9 PSO Cards .................................................................................................................................................. 9
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6. 7.
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1. Introduction
Pakistan State Oil Company Limited, namely PSO was found in 1976, as a result of amalgamation of the formal three oil marketing companies i-e Pakistan National Oils Limited, Premier Oil Company and Esso Undertakings in Pakistan. There is a chronology of events leading to the formation of Pakistan State Oil Co. Ltd .On January 1st, 1974, Federal Government takes over management of PNO (Pakistan National Oil) and DPO (Dawood Petroleum Limited) and renamed it into POCL (Premier Oil Company Limited) under marketing of Petroleum Products (FederalControl) Act, 1974.Then on June 3rd, 1974 Government incorporated Petroleum Storage Development Corporation, PSDC. On August 23rd, 1976 name of PSDC was changed to State Oil Company Limited, SOCL. On September 15.1976 Government purchased ESSO Undertakings, vested the same in SOCL. And finally on December 30, 1976 Government merged PNO and POCL into SOCL and named it as PSO. As the largest oil marketing company of Pakistan, PSO is engaged in the storage, import, distribution and marketing of Petroleum products, petrochemicals, Aviation and Bunker fuels, LPG and CNG dominates the countrys fuel and energy needs. Since its inception in 1976 the company has been meeting more than 70% of the countrys fuel needs. PSOs 3805 outlets all across the country markets more than 12 million tons of fuel products annually. This network is supported by PSOs 28 storage facilities with a capacity of more than 800,000 tons .PSO took a major step in improving its distribution facilities by acquiring 12% equity in the 800km long KarachiMehmood kot White Oil Pipeline. As part of PSOs policy of providing better customer services, it has embarked upon its New Vision retail development program. Equipped with the most modern facilities like Electronic dispensing units, auto car wash, convenience stores, internet facilities and business centers, these sate of the art designed stations provide greater customer confidence and a friendlier environment. As a manifestation of PSOs greater customer focus PSO 24hr customer service has been launched where customers can lodge their queries and suggestions about various PSO products and services. Being the largest of the three marketing companies in Pakistan, PSO has consistently maintained an edge over its competitors Shell and Caltex. With an overall market participation of over 72% in 1997-98, it sold 6.244 million tones of petroleum products during the half year ended December 31st, 1999 against 5.633 million tones sold during the corresponding period last year, showing an increase of 10.8%.
2. Continuous growth
PSO continues to expand its physical, technical and marketing resources to meet the requirements of the country .To keep pace with growth, PSO has maintained International Collaborations to import latest technology. These are: 1. Castrol (UK) Blending and marketing of lubricants in Pakistan
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2. Air Total (France) Technical and Commercial agreements in Aviation Services 3. Exxon Chemicals (Singapore) Petrochemical Business And Technology.
3. Mission statement
To ensure availability and security of sustainable supply of oil and gas for economic development and strategic requirements of Pakistan and to coordinate development of natural resources of energy and minerals.
1. Products:
Single Grade Petrol (Premier Plus) High Speed Diesel (HSD) Castrol GTX
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Compatible with mineral and synthetic oils and most hydraulic oils. Blends with most greases, pastes, 2-stroke fuel oil, cutting oil, chain oil, compressor oil, axle oil, drilling lubrication, tapping fluids, hydraulic oil, mining fluids, petrol, diesel, marine fuel oil, scour able oils, coolants, anti freeze, soluble cutting fluids, penetrating oils, flushing oils, general purpose lube oils. Single Grade Petrol products benefits.. Saves petrol/diesel fuel up to 20% Improves engine power (BHP) 8% Reduces exhaust emissions 46% Reduces all round friction 90% Reduces oil consumption 20% Improves compression 16% Saves electrical power 14% Improves Nm rating on gears 12% Improves cutting life 200%
So they say that SGP, which is commonly known as petrol, is their fast moving product. They also claimed that it is profitable product as its consumption is very high.
2. Castrol GT:
Multi grade super high performance oil for use viscosity range of SAE 20W-50, gives the rapid circulation and adds protection during start up from cold, where 80% engine wear may occur, with extra protection for engines operating in hot and dusty climates. Benefits Longer engine life and power retention.
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Improves oil pressure and consumption. Protects against soot, varnish, black sludge formation, acid and corrosion Because of all these description it is also considered as one of the fast moving product. Independent power plants, Wapda and etc mostly demand it. It is used as lubricant in the petrol consumption cars.
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PSO has to bear less cost and handling and storage charges. Lubricant prices are revised after ever 4-6 months. They have defined their pricing strategy as competitive prices. They have said that we have competitive prices. Two factors are considered while setting the prices
i Profit ii Services
In case of lubricants, they set their prices lower than their competitors.Current prices of these products Single grade petrol Rs. 89.82 High speed diesel Rs. 98.82 Castrol GTX Rs. 1500.00 (1 Tin/ 4 litres pack)
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4. PROMOTION:
This includes presenting interesting fuel and lubricants promotion campaigns to indulge customers.
Mega hoardings
Mega hoardings constructed at retail outlets are another classic example, which is not only an extremely cost-effective initiative but also provides the company with an ideal location to advertise and also enhances the outlook of the outlet.
Zoom Signs
Another image-building tool and a one-of-its-kind mode of advertising is Zoom Sign. These are 110 feet tall towers, with PSO logo on the top, built at the stations in major cities of Pakistan. These signs that can be seem from a distance are providing PSO with tremendous mileage.
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PSO is also keen on encouraging sports in the country and is a major sponsor of SAF Games, various cricket series, golf tournaments and squash championships.
PSO Cards
PSO is also offering plastic cards for the retail and industrial consumers according to their requirements. 1. Loyalty Card 2. Prepaid Cards (available in Rs. 500, 1500, 2500 & 5000) 3. Fleet Card for Corporate Vehicles 4. Corporate Card for Corporate employees
5. People:
In Marketing Mix one of the most important P is People. The employes of PSO nearly equal to 2000 who are working in all over in the Pakistan they are the assets of the company and they are the responsible for the good will of the company company also focuses on the status of there employees and give them performance appraisal program and give them incentives and also give them medical treatment.
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Including hundreds Frontline employees PSO is always Ready to provide its products and services to its customers with ease and convenience.
6. Process:
The upper level of management makes strategies and rules and regulations about how to deliver the Services. The customer who needs PSO services visit to his/her nearby PSO Petrol Pump where the full of effect and dedicated staff provide them services as per policy set by their upper management. As per Senior management directs there are PSO Petrol Pumps situated in to cover an specific area of Region. The Fuel is supplied through tankers from nearest storage depot to the petrol pump according to the demand and supply of consumption and then offered by frontline employees to the customers at the amount fixed by Government. Through
7. Physical evidence:
Physical evidence is the material part of a service. Strictly speaking there are no physical attributes to a service, so a consumer tends to rely on material cues.PSO built very good and attractive buildings of its Outlets in order to attract the customer and as physical evidence.
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