Bharat Petroleum
[Link]
Group B
1. Melwyn Furtado
2. Devendra Kunwer
3. Eric Lath
4. Sam Nambiar
5. Jitendra Sharma
6. Pravin Shetty
7. Sagar Naik
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Road Map
Introduction
Market Environment
Porters 5 Force Model
Insight to Strategy
Operational
Competitive
SWOT Analysis
Ansoffs Product / Market Matrix
BCG Growth Market Share
CSR Initiatives
Conclusion
Oct 12, 2015
NMIMS - Mktg - Prof. Pale
Introduction
BPCL is one of India's largest PSU companies.
Involved in the refining and retailing of petroleum products.
Single digit Indian representative in the Fortune 500 & Forbes 2000
listings (MNC in PSU garb).
Pioneer in Indian Petroleum Industry. (Pure for Sure campaign,
Petro card, Fleet card etc.)
Diverse range of products (Petrochemicals and solvents to aircraft
fuel and speciality lubricants)
Fuel supplied directly to hundreds of industries, and several
international and domestic airlines.
Oct 12, 2015
NMIMS - Mktg - Prof. Pale
VISION
GOAL
Most profitable down stream player in the country in the next five years.
Oct 12, 2015
NMIMS - Mktg - Prof. Pale
BPCL - Market
Environment
Deregularisation post 2000 leading to Open Mkt
BPCL Production-Sales deficit (9.7 MMT)
Presence only in western region
Poor logistics
High operational cost
Production capacity
Emission norms
Oct 12, 2015
NMIMS - Mktg - Prof. Pale
Porters 5 Forces analysis
Threat of Substitute product
Alternative fuels / energy like bio fuel
Bargain Power of
Suppliers
OPEC Country
Govt interference
Diplomatic Interest of
country
Bombay high ONGC
Rivalry among
existing competitors
Reliance / Shell / IOC /
HPCL
Barriers to Entry
Huge investment
Volatile market
Land cost & acquiring at
strategic location
Bargain Power of Buyers
Price fixed by govt on socio economic
interest of company
Huge competition in direct market
Oct 12, 2015
NMIMS - Mktg - Prof. Pale
Insight to BPCL Strategy
Operational efficiency
Capacity expansion
Plant modernization
Mergers Kochi Refinery
Major stake in Numaligarh Refinery Ltd
Bharat Oman Refinery Ltd Bina
Pipeline: Bombay to Delhi
6 SBU (Refinery, Retail, Industrial & Commercial,
Lubes, LPG & Aviation )
Oct 12, 2015
NMIMS - Mktg - Prof. Pale
Insight to BPCL Strategy
Competitive Advantage
Pure for Sure Campaign
Fleet card
Petro card
ERP Integration
Logistics (SCM)
National reach
Plant efficiency
Oct 12, 2015
NMIMS - Mktg - Prof. Pale
SWOT ANALYSIS
Strength
Weakness
Brand Name
Refining Capacity
Retail Network
SAP Integration
R&D support
Best in SCM
Cost advantage
High cost of Crude oil prices
Govt. control on pricing
Subsidized product
Black marketing
Bureaucratic involvement on strategic
decision.
Opportunity
Threats
Demand for Energy
Avenues outside India
City gas distribution (Joint venture with
GAIL)
Non conventional Energy like bio diesel
Major stake in petronet LNG insuring the gas
reserve
Oct 12, 2015
Volatile price of Crude oil & finished product
Impact of financial health
Openings for global players
Competitors faster growing rate
NMIMS - Mktg - Prof. Pale
ANSOFFS GRID
Product
Present
New
Market
Present
New
Oct 12, 2015
Market Penetration
Piped gas
City gas Pune
Indraprashtha Gas
Product Development
Speed Petrol
Market Development
Lubricant sale in Sri Lanka
Diversification
Bio Fuel
NMIMS - Mktg - Prof. Pale
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BCG Growth Market Share
Relative Market share
High
High
Market
Growth
Low
Refining
Distribution & petrochemicals
Processing
Gas sector
LNG
Lubricants
LPG
Naphtha
Bituminous product
Sulphur
By product
Low
Oct 12, 2015
NMIMS - Mktg - Prof. Pale
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CSR Initiatives
Community Development
Infrastructure
Balwadis for children as pre-school intervention.
Vocational guidance & self sustenance
Women's Developments
Self Help group.
Tree plantation
Building Community Halls
Medical Aids
Grain Banks
Water Harvesting & Bride
Education
Scholarship
Education Adopted village
Oct 12, 2015
NMIMS - Mktg - Prof. Pale
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Conclusion
BPCL is a organization that has redefined the
Petroleum & Refining business by trading a unique
path
The Marketing Company of the year Award is in
recognition of BPCs excellent performance in
increasing volumes of products marketed and
enhancing the customer base during 2006-07, while
adhering to the stringent norms of health, safety and
environment protection!
Oct 12, 2015
NMIMS - Mktg - Prof. Pale
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THANK YOU
Oct 12, 2015
NMIMS - Mktg - Prof. Pale
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