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PARCO

Pak Arab Refinery Company

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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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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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