Abstract

The caselet gives an overview of the initiatives taken by Bharat Petroleum Corporation Ltd (BPCL) to meet the compe-tition. In this context, it examines BPCL’s efforts to revamp the petrol outlets at par with international standards. The caselet discusses the “Pure for Sure” initiative launched by BPCL aimed at improving service quality and customer satisfaction. Finally, the caselet focuses on ‘Petrocards’, one of the largest loyalty card programs in India.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Petrol retailing in India
• Service Quality and its importance in service industry
• and Design and implementation of loyalty card programs.

Keywords

Bharat Petroleum Corporation Ltd (BPCL), Liberalization, Deregulation, Petroleum Industry, Public Sector Oil Companies, State-of-the-Art Infrastructure, Electronic Filling Machines, Customer Service Initiative, "Pure For Sure" Campaign, "In & Out" Stores, 'Petrocards', Customer Loyalty Plan, Pre-Paid Smart Cards, BPCL Retail Outlets