Tas'heelat

Tuesday, May 17, 2011

Tas’helat Marketing Company


Introduction


INTRODUCTIONOverview :

Tas’helat Marketing Company is the first Saudi Company that owns and operates a chain of retail fuel outlets and car service centers across the Kingdom, Tas'helat operates a chain of over 250 fuel outlets and car service centers in 30 cities and on high ways.

Tas'helat was established in 1957 with its main objective being to provide fuel and basic car services to the major petroleum companies in a growing and very promising district in the Kingdom.

Over the past 50 years, Tas'helat has built its reputation and experience through highly qualified and trained personnel who helped the company to achieve its objectives and establish the company sales programs; which include cash sales, credit sales, the Sahl prepaid services, and bulk sales.

Due to our commitment in maintain service standards, Tas’helat has won many governmental tenders through its years and now we serve a number of important governmental clients such as, security forces (police departments) in the Eastern Province, Madinah, Tabouk, Al-Jouf, and Asir. In the private sector, Tas'helat operates 4 sites for Saudi Aramco in Dhahran, Ras Tanura, Abqiq, Udailyah and 2 sites for Petro Rabigh in Rabigh City.


INTRODUCTIONServices :Fuel services :(Gasoline 91/95, and Diesel)Car services :such as washing, greasing, oil change, and filter change.Smart Card : which allows corporate & cash customers to recharge their cards with fuel and other services for later use.

Features:

A- Convenience StoresB- Coffee KiosksC- ATMs

Ambiance:Tas'helat designed its own configuration in order to stand out from the rest and establish itself; this relies on factors such as the ID Sign, outlet appearance, accessibility, lighting, products availability, and the provision of high quality services. These elements have helped us to create the highest service standards for motorists all over the Kingdom.

Tas'helat maintains all the safety regulations required not just at the national level, but on an international level as well. Tas'helat maintains all the municipality and civil defense requirements to the utmost standards.


Features:

A- Convenience Stores :

Tas'helat C Stores offers a range of everyday items such as groceries and household products , toiletries & hygiene products, pre-packaged foods like sandwiches, soft drinks, sweets, ice-cream and may also offer newspapers and magazines,

Although the C Stores have quite a broad range of items, the selection is still limited compared to other supermarkets, sometimes only 1 or 2 choices are available(convenience stores are made for shopping for emergency items)

B- Coffee kiosk

Tas'helat C Stores recognizes the importance of creating destinations within the store that require additional space for coffee corners or kiosk.

At the time being the coffee corner or kiosk provides only the basic kinds of coffee .Although this service Provide customers fine beverage in the most efficient time & affordable price.


Target Audience


Target Audience:

Primary :

General populace who own motor vehicles.

Since anyone who is a motorist needs to refuel on a regular basis (i.e. it is a need) we try to acquire as much of the general market as possible.


Target Audience:

Secondary:

A- Private & Taxi Drivers

Drivers stopping for gas often appreciate the convenience of having food, drinks, reading material available without having to go to another place.

The driver will probably visit the gas station that is the most convenient for his time and on the way to his destination.


Target Audience:

Secondary:

B- Male Youth:

young male individuals between the ages of 18-30. These individuals make up almost 30% of the entire population of the country, and since they have the freedom to drive, they are the decision makers of which fuel station they refuel at.


Target Audience:

Secondary:

C- Female individuals

Female individuals who have personal drivers in order to get around. These individuals have no loyalty for a specific station; they only care about being able to get around.

The person who decides which gas station to visit is usually the driver of the car, Therefore through the specific targeting of the female individuals, they can decide for themselves that they want to visit our stations. Our estimates is that this market segment makes up about 15% of the entire country’s population.


Competition


Competition:

Primary:

Al-Drees’s

Al-Drees’s has the advantage of having very high number of stations; Al-Drees operates 440 stations kingdom wide especially in the Central region (156 stations in Riyadh only).


Competition:

Secondary:

A- SASCO Gas station

Sasco has been working hard at their brand image, and this is becoming their main advantage right now, as they are the first company to take the lead in transforming their fuel outlets, in order to match and perhaps even exceed international standards. Couple with this the fact that they are investing a lot of money in a number of stations (in ideal locations) across the kingdom, although SASCO operates 50 stations kingdom wide.


Competition:

Secondary:

B- Naft Gas station

Naft operates around 170 stations kingdom wide, Naft had a major competitive advantage on their side a few years ago, that advantage was Meed. almost every Naft station had a Meed store within it.


Competition:

High

High

Low

Low

Service

Image

Sasco

Al-Drees

Naft


Summary


SWOT Analysis


SWOT Analysis

S•Excellent service•Network


SWOT Analysis


W•Competition•Coffee kiosk image•C store products•locations


SWOT Analysis



O•Limited advertising activities•Strong financial base• new Theme of Tas’helat


SWOT Analysis



T•Target audience loyalty•Wide market segment

O•Limited advertising activities•Strong financial base• new Theme of Tas’helat


Communica8on Objec8ve :

To Increase the public

AWARENESS Of Tas’helat services specially the

C Store & Coffee Kiosk


Conceptual wall paper or kiosk design


Communication Strategy :

Coffee Kiosk / cornerA phased communication approach highlighting one message per phase, to maximize the benefit and create the image and positioning we are looking for.





Requirements Purpose






Phase1Generate Awareness & a:ract

a:en;onConceptual wall paper

or kiosk design






a:en;on

Phase2 Out door Banner /danglers/sta;on branding/side walk

Drive Traffic to the sta;on& to the coffee kiosk ,fooGall

on a mass level







a:en;on

Phase2 Out door Banner /danglers/sta;on branding/side walk

Drive Traffic to the sta;on& to the coffee kiosk ,fooGall

on a mass level

Phase3Direct Marke;ng/giJ items/

promo;onal offers/ membership card

Drive Traffic to the sta;on& to the coffee kiosk ,gain

loyalty



Indoor danglers / flyer standposters



C Store / Home DeliveryA phased communication approach highlighting one message per phase, to maximize the benefit and create the image and positioning we are looking for.







a:en;onIndoor danglers / flyer stand

posters






a:en;on

Phase2Out door Banner /huge

shopping trolley on the side walk

Drive Traffic to the sta;on& to the C store ,deliver the

message







a:en;on

Phase2Out door Banner /huge

shopping trolley on the side walk

Drive Traffic to the sta;on& to the C store ,deliver the

message

Phase3Direct Marke;ng/giJ items/s;ckers/ membership card/

interac;ve

Direct approach to the local area , a:ract a:en;on & gain

loyalty



Visual Approach


Coffee Corner


Coffee Corner

Door s;cker


Coffee Corner

Sidewalk sign


Coffee Corner

Dangler


Coffee Corner

Promo;onal item


Coffee Corner

Promo;onal board


C Store/ home delivery


C Store Home delivery

Door s;cker



Dangler



Promo;onal item



Direct marke;ng



Door to Door s;cker


Thank You


Tas'heelat

Documents

Transcript of Tas'heelat