Dealer’s Engagement

TFL Brainstorming Session

Central 1
2 March 2022

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 Central 1 TFL Brainstorming Session Merchanise Margin Review
Winning Formula
Majlis Berbuka Puasa
CSR with Anak Yatiim Ops Bersih Hari Raya
Setel Outreach Program

Localized PWP
Ops Bersih Merdeka
Ideas Diesel/Winning
Formula Pump Topper
Collaboration with
Merdeka Collaboration Government Agencies

Mini Bazaar Ramadan Mesra Bonanza Hype Event

Conversion Mesra to Setel Campaign Sumbangan to Affected KPs

Merchandise Margin Review

Kembara Raya Convoy

Approach Setel’s Inactive Users Revise KP’s Setel Incentive

Setel Refer a Friend Localized Rebate Smartpay Mesrapoint on Setel
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 Central 1 TFL Brainstorming Session
ROXA
Winning Formula
CSR with Anak Yatim Majlis Berbuka Puasa
Ops Bersih Hari Raya
Setel Outreach Program

Localized PWP
Ops Bersih Merdeka
Ideas Diesel Pump Topper
Collaboration with
Merdeka Collaboration Government Agencies

Mini Bazaar Ramadan Mesra Bonanza Hype Event

Conversion Mesra to Setel Campaign Sumbangan to Affected KPs

Merchandise Margin Review

Kembara Raya Convoy
Approach Setel’s Inactive Users
KP’s Setel Incentive
Setel Refer a Friend Localized Rebate Smartpay Mesrapoint on Setel
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 TFL Brainstorming Session: Main Initiatives
01
Volume Hunting: Diesel

02
Top of Minds (TOM): Setel

03
Volume Hunting: Promotion

04
Compliance: Triple C

05 Others
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 How It Works: 1. Diesel

Winning Formula
What: A revamped version of Winning Formula. Localized
Rebates rebates. New methods. Revised execution.
When: Q3 2022
Mechanics: RNs to identify potential diesel customers and visit
with Smartpay team.

Diesel Pump Topper + Diesel PWP

What: Promotional pump topper for diesel and/or Smartpay to
attract diesel customers.
When: Q2 2022
Mechanics: To put up pump topper focused on promotional
items specific for diesel.

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 How It Works: 2. Setel

Approach Inactive Users

What: Promotion to approach inactive users.
When: Q2 2022
Mechanics: Get database and promote inactive Setel users to
use Setel.

Revision of KP’s Incentive

What: Revision of KP’s incentives to encourage promotion of
Setel to new customers.
When: ASAP
Mechanics: To revise KP’s incentives to boost enthusiasm to
promote Setel, same as it used to be.

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 How It Works: 3. Promotion

Purchase with Purchase (PWP)

What: Localized Purchase with Purchase
When: Any time
Mechanics: Eg – Buy RM30 fuel and get one can of Milo for
RM1.50 (cost price).

Mesra Hype Bonanza – on IG/FB Live

What: Replicate Hot FM’s promotional Bonanza
When: Q2 2022
Mechanics: Go live on socmed to draw crowds to a certain
station to catch current promotions.

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 How It Works: 4. Triple C

Cleanliness
a) What & When: Standard duty rosters at toilet, surau &
forecourt (Q1)
b) What & When: Ops Bersih CNY (Q1), Ops Bersih
Aidilfitri (Q2) & Ops Bersih Merdeka (Q3)

Compliance
What: ROXA preparedness & self-audit
When: Q2

Customer Service
a) What & When: Grooming & appearance (Q2)
b) What & When: Greet & SMILE (Q3)c) Signature move
(Q4)

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 How It Works: 5. Others

Mini Bazaar Ramadan

What: Hold a Mini Bazaar Ramadan at PETRONAS Stations.
When: Ramadan
Mechanics: Collaborate with sellers and vendors.

CSR
What:. Local CSR such as with Anak Yatim, homeless people,
or fakir miskin
When: Ramadan/Raya
Mechanics: To localize CSR initiative according to needs of
surrounding neighbourhood.

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THANK YOU!

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 Summary
Initiatives Target Impact Proposed Initiatives Proposed Timeline Mechanics
Diesel Volume (Diesel) 1.Marketing strategy on diesel ie a new 1. Q3 1. Volume increment. Customer feedback at station level. RNs to identify
Top of Mind (TOM) pump topper. 2. Q2 potential diesel customers and visit with Smartpay team.
2. Winning Formula 3. After raya. 2. Data collection – volume hunting – scheme offering. Revised mechanics
Localized rebate. to include ML. Rebate to be locked at stations. To put up pump topper
ML on Setel by Smartpay. focused on promotional items specific for diesel.

SETEL Volume (Mogas) 1. Adoption: Approach inactive users. 1. Q2 after raya. 1.Growth of Setel sales. KP to approach cash customers. KP rewarded on
Adoption, 2. KP Incentive. 2. Q1 each conversion. Small token/merchandise. Pop-up message, promo and
Acquisition rebates.
Deliver2me, Mesra 2.To revise KP’s incentives to boost enthusiasm to promote Setel, same as it
Usage used to be.

Promotion Volume (MOGAS & 1. PWP - Localized 1. Q3 1. Eg – Buy RM30 fuel and get one can of Milo for RM1.50 (cost price).
Diesel) 2. Mesra Bonanza - Hype event – 2. Q4. (conditional 2. Livestream on socmed. Replicate HOTFm’s Socmed events.
TOM Convoy and etc COVID-19)

Triple C NPS 1. Cleanliness: 1. Q1-Q3 1.Cleanliness:

-Customer Service Reduced public a) Standard duty rosters at toilet, surau & 2. Q2 a) Standard duty rosters at toilet, surau & forecourt
-Cleanliness complaints forecourt (Q1) 3. Q2-Q4 b) Ops Bersih CNY, Ops Bersih Aidilfitri & Ops Bersih Merdeka
-Compliance
b) Ops Bersih CNY (Q1), Ops Bersih 2.Compliance: ROXA preparedness & self-audit
Aidilfitri (Q2) & Ops Bersih Merdeka 3.Customer Service
(Q3) c) Grooming & appearance
2. Compliance: ROXA preparedness & d) Greet & SMILE
self-audit (Q2) e) Signature move
3. Customer Service
a) Grooming & appearance (Q2)
b) Greet & SMILE (Q3)
c) Signature move (Q4)

Others Festive Season 1. Mini bazaar ramadan 1. Q2. Ramadan 1. Collaborate with sellers and vendors to sell at PS.
2. CSR by TA 2. Q2. Raya/Ramadan 2. To localize CSR initiative according to needs of surrounding
neighbourhood.

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Thank you.

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 Please fill in the template
Initiatives Target Impact Proposed Initiatives Proposed Timeline Mechanics

Diesel Volume (Diesel) 1.Marketing strategy on 1. After Raya, maybe 1. Volume increment. Customer
Top of Mind diesel ie a new pump campaign for about a feedback at station level.
(TOM) topper. month. 2. Data collection – volume
2. Winning Formula 2. March – Dec. hunting – scheme offering. Revised
Localized rebate. 3. After raya. mechanics to include ML. Rebate
ML on Setel by to be locked at stations.
Smartpay. 3. RM100/RM200 diesel and free
3. Purchase with mineral water or hand sanitizer.
purchase.

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 Diesel Initiatives
Proposed
Initiatives Target Impact Proposed Initiatives Mechanics
Timeline
Diesel Volume (Diesel) 1. Online/physical marketing on diesel: 1.
Top of Mind (TOM) • Standard posting (e.g. banner) across 2.
central region “all our diesel EURO 5” - 3.
standard size
• Leverage on social media; etc. TikTok

2. Simplify Smartpay process

3. Incentive/rewards for transporters from

PDB and RN (Smartpay customers)

4. Quarterly engagement session between

Smartpay and dealers

5. Impose rules and regulations to control the

on-account customers

6. Gain information/recce competitors’ diesel

customers

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 Please fill in the template
Initiatives Target Impact Proposed Initiatives Proposed Timeline Mechanics

Diesel Volume (Diesel) 1. Free Air Mineral F&N 600ML / Roti 1. After Raya execution 1. RM250 diesel purchase,
Top of Mind (TOM) RM0.80 (RM250 above for smartpay Measurement of success?
users) 2000Liter additional volume
2. HQ for Reach Out /day
3. Winning Formula approach
4. TA Target for Diesel, reward by
incentives.
5. Smartpay features enhancement (truck
location, SETEL & Smartpay,
redtapes reduction, MESRA points for
smartpay users)
6. Managing surrounding stakeholders –
reach out, GW approach

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