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

The correct tradition of these Lubricants of right select ensures prolonged and ado free vehicle operation, providing maximum benefits to the users of open day modern vehicles. Overview In government note with the economic liberalisation in India, Lubricants was the beginning downstream Petroleum harvest-tide to be tot totallyy deregulated with effect from 1991.Since then a large number of players National, MNCs as hale as Global Players possess entered the Indian Lubricants market. Despite operating in a totally competitive environment, BPCLs Lubricants SBU has been registering a p arntth in lubricant sales continuously over the past gallus of stratums. In 2007-08, an overall growth of 10% has been registered, with a healthy turnover of Rs. 1680 crores (approx USD 350 million).In 1998, we re-launched our Lubricants in bracing attractive packs, in the first place in Automotive category with common chord major crosss depicting each segment- Mak for diesel engine mo tor Engine oils, Automol for Petrol Engine oils and glide for Two/Three wheelers(mainly 2T then). In the yr 2003, we decided to go for Umbrella Brand-MAK Lubricants, in subsequent years, put up all our industrial grades with MAK. Retail deal Our core strength is our retail outlet meshwork crossways the country, this comprises of about 7530 retail outlets.Our lubricating substances SBU have undertaken mingled initiatives in co-ordination with Retail Business to grow our sales volume through this channel. Initiatives undertaken by the SBU are setting up of genius Honda City Works, Tata Authorised Service pose (TASS) and installation of Quick Oil qualifying Machines at retail outlets. Bazaar pack With a engagement of 190 PLDs, 600 MAK Garages and MAK ready Vans established to alter impact and keenness in rural and unrepresented vault of heavens of MAK Brand, the SBU could reach to the die hard mile as far as the customers are concernedWe endure to make better our spot visibility crossways the network and there by increasing our market package across the segments. Industrial Channel Large number of prestigious customers has been added during the year to our already actual prestigious customer list. We are similarly suppliers of initial engine oil fill to TATA Motors, TVS, and Hero Honda and so on We similarly hold respectable share of Railway and Defence business. Infrastructure The Lube Plants at Wadilube (Mumbai), Budge Budge (Calcutta), Loni (Delhi) and Tondiarpet (Chennai) have organised themselves as close-knit teams to maximize levels of outpution and dispatch.The Plant at Wadilube is an ISO 90012008, ISO 140012004 angstrom unit OHSAS 180012007 certified Plant. As part of the on-going improvements in packaging, the crude series of packages veritable entirely in-house have been introduced. Other initiatives To survive the business initiatives, a major compact has been given to improving BPCLs product offering and increase s its market presence. The new R angstromD Center at Sewree, Mumbai, has developed a number of new products in the automotive and industrial categories.Towards higher(prenominal) visibility, substantial investments have been made in revitalising the brands through product tone and package improvements. The entire distribution organisation has been rev amped with the formation of Supply Chain solicitude department to ensure that products are more than conveniently available and distinctively circumpolar in the market price. Exclusive branded Lube Shoppes have been open up all over the country to improve our reach, as well as legion(predicate) innovative & unconventional methods are being used to create brand awareness especially in the diesel oils segments.Another major initiative has been to reach the products to the rural population through the bind off with ITC e-choupal network which has spread the MAK brand across the country in rural areas also. currently this netw ork is available in Uttar Pradesh, Maharashtra, Rajasthan, and Madhya Pradesh and is in all likelihood to ext determination 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 process across the network.This initiative not scarce rovides chance for the garages to enhance their business opportunity but also provides an assurance to the end customers that their vehicles are getting the right sweet of lubricants. Brand Ambassador To promote MAK brand among the youth and improve the brand visibility, MAK sign-language(a) 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 directly 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 takeoff booster of All Engines.BPCL is confid ent that it will continue to make substantial and sustained efforts with fascinate investments, synergies business between channels, improve quality and quantity standards, invest in R&D for new product development and aggressively build the brands to turn up in maximising the value humanitarian for both the business and its customers. Research and training Vision To create a sum total of technical excellence for Product & Application maturation through spare-time activity of knowledge and fostering creativity / institution to be a pacesetter and arrive at cost leadership in rock oil 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 passing skilled and experienced Scientists & Engineers adequate of developing various types of lubricant products, innovatively, victimisation modern technology. It is equipped with state-of-the-art equipment / facilities for testing of lubricants, greases and fuels besides certain rig & performance tests required for developing new lubricants as well as upgrading the existing products on continuous basis.