Prabhat Kumar Choubey Pradeep Pandey Akanksha Jha Narean Kaushik Tiwari

BY, (1221126) (1221127) (1221143) (1221124) (1221117)

Bharat Petroleum Corporation Ltd or BPCL is the second largest public sector oil giant in the country. It has over 5000 petrol outlets and almost 1000 kerosene dealers across India. On August 1st 1977 the then Bharat Refineries Limited was renamed as Bharat Petroleum Corporation Ltd. Bharat Petroleum Corporation Ltd posted an annual revenue of 482.54 bn for the year 2003-04

With liberalization and deregulation BPCL is facing stiff competition from big players like Essar, Reliance, Shell and many alike. BPCL, recognizing the competition has come up with a new look for all its petrol outlets and has come up with an ATM facility to assist customers within the outlet. They also have restrooms and convince outlets to assist customers better. The company has very strategically invested to around 5-6million on an average on its outlets.

BPCL has been able to tackle one of the biggest bane in petroleum industry-Adulteration of fuel. It has made it mandatory to use Abloy locks on the trucks which transport fuel, thereby reducing the case of adulteration during transport to almost zero. Pure for Sure campaign has been widely run over almost all television channels, hoarding across cities and highways are raised in order to create a brand for itself.

Customers are allowed to check the density of fuel and can also check for any adulteration. The company certifies an outlet PURE FOR SURE only after the latter passes the stringent certification process. BPCL ensure that the outlet compiles with the parameters on a continuous basis by making periodic surprise audits at the outlets. BPCL has also concentrated on customer satisfaction and this industry is definitely turning out to be more customer friendly.

One of India's largest state owned oil and gas company, Has brand presence,and Refining and retailing of petroleum.

Legal issues Employee management.

Increasing fuel/oil prices Increasing natural gas environment More oil discoveries Expand export market

Government regulations, High Competition.

What made BPCL to enhance customer services?

When the petroleum industry in India went liberalized and deregularized many private petroleum products retailers emerged and some of such players are Reliance, Essar and Shell.

This made the Indias second largest petroleum refiner and marketer, BPCL, to enhance customer services in order to sustain the competition.

Renovation of the filling stations look and feel.

The companys logo is displayed prominently.

The company provided electronic filling machines to all their filling stations to save time and cost. The machines are capable of:
To preset the price and To preset the quantity.

The company came up with providing additional amenities like ATM centers, air gauges and convenient stores to the customers.
Example: In and Out stores.

They started Pure for Sure campaign to ensure customers about the quality and quantity of petroleum products.

Both retailers and customers can check the quality and quantity of
petroleum. For Retailers: The tanker trucks are installed with tamper proof locks to protect petroleum from adulteration. For Customers: Density check and water detection can be done using special equipments provided by BPCL itself.

BPCL, in 2000, came up with their customer loyalty program called Petro card to attract and retain customers.

BPCL have almost mastered Customer Satisfaction. The BW ranking also shows this: Ranks 5th in Top 100 gainers . And 3rd in Income leaders. This would not have been possible without reaching out to the needs of the customers High quality service and transparent system has made it reach this benchmark.

Here they have positioned services perfectly in competitive markets. what they have done as a part of Quality Service is they have educated the customers ; -what they are getting, how they are getting Stores like " In & Out", helps satisfying customers value added needs.

Since all the other strategies of satisfying the customer have already been used by the competitors also. Physical Delivery of service is taken care of . BPCL should enhance on Customer Satisfaction through digitalization .

With the loyalty cards , they should have their mobile numbers registered and can send the invoice on the mobile, instead of having a hard copy of it.