Report on Speed Fuel BPCL.

 Bharat Petroleum Corporation Limited, has been a leading player in the Indian Petroleum
Industry known for its marketing acumen and customer centric businesses and initiatives.
 The Corporation has over 13000 fuel stations across the length and the breadth of the country.

 Brand revitalization of BPCL: As we all are aware that Bharat Petroleum’s offerings include
World-class Fuel Stations across the country, from the bustling cities and highways to the
rural hinterlands. Their products and services are designed to meet the needs of diverse set
of customers across geographies.

 Bharat Petroleum launched their first new generation premium petrol under the brand
name, 'Speed'. Another first by the oil major, known for its obsession for introducing several
customer focused initiatives ahead of its times.

 Branded fuels were introduced with a view to offer a clearly differentiated product for
the new generation engines winning over the customers preference and satisfaction.
The product addressed customers growing concern about their vehicles performance
and care and environmental impact of harmful emissions. From the Company’s
perspective, it demonstrated its core values of Care, Innovation and Reliability while
improving brand image and winning over loyal customers.

 Speed was a marketed as a superior fuel with multifunctional additives that enhanced
engine performance, lower emissions and better drivability. It also delivered on the promise
of improved mileage. The multi functional additives were sourced from Cheveron Oronite
Company LLC, USA.

 BPCL has done their branding for Speed with good advertisement involving sponsoring
Narayan Karthikeyan, identification, nurturing and supporting Motor Sporting talent in the
country, GoKarting Championships, Amateur Motor Racing, Speed Run – India’s first drag
race format, sponsoring young engineers for designing race cars and meet & greet events
with brand ambassador. Speed, which was sold at a mere Rs. 1.5 to Rs. 2 higher than
normal petrol, not only became the highest selling premium fuel, but also enjoyed high
brand equity as a result of the investments made by BPCL.

How can Speed improve its popularity and become the most preferred brand in the category.

1) Brand videos: Live video on social media is a great way to start a dialogue with your audience.
During a live broadcast, you can ask your followers questions and respond to their queries in
real-time.\
2) Competitions: Contests are a great way to develop discussions with your followers. For instance,
you could ask your Instagram followers to share pictures of the best ways they like to use your
product. This could inspire future blog posts, and it also helps to engage your customers.

3) Check out the competition. One of the first things a professional infographic designer will do
when they sit down to create something for your brand is browse through sources of
inspiration. Checking out the competition can help you to get some ideas into which direction
you should go in.