BRAND STRATEGY ROAD MAP

Vision : To become the leading energy marketing company in Pakistan through operational excellence, talent
management, business diversification and sustainable expansion

Purpose : To gain recognition and leadership in the hydrocarbon and energy sectors, by maximizing customer
satisfaction and shareholder value through continuous improvement, high quality human capital, appropriate
technology and by adhering to the Company’s Core Values

Value : We strongly believe in the importance of trust, openness, teamwork and professionalism, and take great pride
in how we do business.

Brand Idea: Develop reliable and ever clean energy that enables societal progress

Promise Brand Story Innovation Purchase Moment Experience

Customer To become a leader Suitable for New Mobile fuel stations Allowing customers
Satisfaction, in oil and gas and efficient that enables to utilize their
Performance , downstream , and engines – High motorists with easy points on added
Efficiency midstream sector Grade and accurate access and services provided
Gravity convenient filling by Hascol i.e
with wider reach Hasmart, Hascafe,
(Deployed in Luxury restroom
parking lots and
Paved areas)

Goals : Increase market share , Launch EV Charging Stations throughout Urban areas and highways

Issues : Dead market, out of 649, more than 390 Dead sites

STRATEGIES Invest in Marketing Revamping the Invest in Logistics Collaboration with

brand Image Lubricant
Marketers

TACTICS Dealers Cleanliness and Increasing the fleet Revamping the

Conferences, Redevelopment of size (For brand “FUCHS”
Sponsoring dead sites uninterrupted which is a German
Motorsports Event Non Fuel Retail supply) brand for which a
Services Use of ADR blending plant was
Vehicles installed
Third party
Marketers,
Incentivizing
wholesalers and
Fuel station
owners