PARCO: Marketing Plan
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Transcript of PARCO: Marketing Plan
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PARCO
Pak Arab Refinery Company
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Institute of Business Management
Team Members
Farhan Ahmed
Muhammad Usman Saleem
Taha Kizilbash
Khurram Rao
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Main focus is to create brand awareness of "PEARL"among masses. PARCO have to compete with major
players like SPL, CPL, PSO and APL. Our effortsemphasizes to project PEARL as multinational brand of PARCO. Currently the PEARLs Share in the lubricant
market is about 1%
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Oil Marketing Companies
59.04%
10%
2.37%
1.15%
2.91%
4.73%
1.76% 17.84%
0.16%
Company -wise Outlets Breakup
PAKISTAN STATE OIL CO. LTD CHEVRON PAKISTAN LTD
TOTAL PARCO PAKISTAN LTD HASCOMBE STORAGE (PVT) LTD
ATTOCK PETROLEUM LTD ADMORE GAS (PVT) LTD
ASKAR OIL SERVICES (PVT) LTD SHELL PAKISTAN LTD
OVERSEAS OIL TRADING CO. (PVT) LTD
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Product Mix of Refinaries
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Lubericant Sales of Major OMC(s)
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Brands of PARCO.
PEARL Bixxol
Energy
Speed Truck M Plus
Zabardast plus
Zabardast
Gearup
Hydrolic oil
GAS
G from LPG
A from Asphalt
S from Sulphur
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Strengths
Financial Capability
Mid Country Refinery
Multinational Status
State of the Art Pipeline Network
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Weaknesses
Lack of Proper Distribution Network
Lack of Brand Awareness Among People
Absence of PARCO In Southern Region
Absence of Lubricant Blending Facility
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Opportunities
Local Unbranded CNG stations
Afghanistan Can Be a Potential Market
Refinery at Khalifa Point
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Threats
Perception of PARCO as TOTAL-PARCO
Strong Competitors
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Marketing Strategies
Target Markets
1. Consumer Market
2. Retail Market
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Market PositioningEnrich Your Vehicle With the Purity of Pearl
High temperature insensitivity
High detergency prevents from deposit
Good ageing resistance
Reduces friction during winter
Gurantees optimum performancein summer
Good low temperature stsrting
Longer engine lifeBest wear and corrosion protection
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Institute of Business Management
Actions Programs
Consumer Based Strategy Advertisement
1. Bill Boards
2. Advertisement through Mobile Vans
3. Sponsoring Sports Events
4. Free Car Checkup Camps
5. Incentive Tactics
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Actions ProgramsRetailer Based Strategy
1. Long term Contracts with Private Unbranded CNG Stations
2. Offer Incentives to Private Auto mechanics and Spare Part Dealers
3. Engage Importers and Dealers of Industrial Machinery
4. Strategic Partnerships with Auto mobile Assemblers
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Actions Programs
Call Centre
0800-PEARL (73275)
1. Development of CRM
2. Customer Services Team
3. Technical Support
4. Electronic Database
5. Order Taking and Order Placement
6. Suggestions And Complaints
7. SMS (Short Messaging Service)
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Largest state of the art Oil Refinery of Pakistan
Promotion of PEARL in highly competitive market
Marketing Strategies
Implementation of Marketing Plan
Summary
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THANK YOU