BRAND MANAGEMENT

Shahid Nawaz BBHM-F19-247

Tayyab Tahir BBHM-F19-297

Hamza Abad BBHM-F19-291

Muhammad Din BBHM-F19-292

M. Shafique BBHM-F19-242
BBA-5C
Muhammad Ahsan BBHM-F19-278
•INTRODUCTION OF PSO:

 Pakistan State Oil Company Limited (PSOCL) is the largest oil marketing company of Pakistan
with a widespread network comprising of 3,500+ retail outlets, 9 installations, 23 depots,
refueling facilities at 10 airports, with two state-of-the-art lubricant manufacturing facilities
and LPG storage & bottling facilities. The company has been actively involved in enriching the
lives of people since its inception in 1976. PSO has a vast history of shaping the industry and
bringing innovative fueling products and services to serve the nation effectively. The company
takes pride in fueling the journeys across air, land, and sea for over four decades, and
becoming the nation’s choice.
• Brand Primary Value

 Pakistan State Oil provides high quality petrol.

 Pakistan State oil provides good services

• Brand Secondary Value

 PSO Focus on responsible corporate citizenship with active CSR initiatives in health, education,
community development and support for special persons .
 
• Five human personality traits

 Loyal
 Obedient
 Courage
 Discipline
 Efficient
• Brand Positioning Statement

 Our first priority to provide safety.

 Cleaner, greener, healthier Pakistan.

 • SWOT Analysis

Strengths
 The Company possesses the country’s largest storage capacity representing majority of the nation’s total storage
capacity.
 Market share of 70% is one the main strengths .
Weaknesses
 Lost & Dissatisfied customers are major weakness of PSO as they are causing the perception of inefficient PSO.
 Untrained staff at outlets is causing inefficient services.
Opportunity
 Exploring new product markets, expanding the lubricants product range, further expansion of the company retail
network, and reducing product movement costs .
 Export opportunities of black oil products is also adding the opportunities by exporting block oil
products. Which is facing downfall due to the introduction gas oil.
Threat
 Risk of forward integration of Supplier is the key threat for PSO and other OMCs in Pakistan.
 Risk of diversification in new technology is also a key threat to PSO as new technology is leading to
decline in its products.
• Brand touch point wheel 
Product Analysis

Product Analysis

  PSO SHELL CALTEX

Thousands of
Strengths Strong brand name Its engine oil
pumps in Pakistan

International Human rights & Small amount of pumps

Weakness
competitors environmental issues in Pakistan

Differentiation Low cost Green petrol Premium quality

• Future Recommendations
 They should provide card payment services and food points at the highways petrol pumps. So
could the customer attracts more towards our company fuel stations.
• Recommendations for Improvements
 PSO should maintain the pumps and the surrounding areas of the station.
 As pumps are likely to get dirty, so it’s best to keep them clean.