Bharat Petroleum Corporation Ltd. (BPCL) - Setting Global Standards

Details

Case Code : CLSM003
Publication date : 2005
Subject : Services Marketing
Industry : Petroleum Industry
Length : 03 Pages
Price : Rs. 100

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Key words:

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.

Note

1: This caselet is intended for use only in class discussions.
2: More comprehensive case studies are priced at Rs.200 to Rs.700 (US $5 to US $16) per copy.

 

Abstract:

The caselet gives an overview of the initiatives taken by Bharat Petroleum Corporation Ltd (BPCL) to meet the competition. 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.

Issues:   » Petrol retailing in India.   » Service Quality and its importance in service industry.   » Design and implementation of loyalty card programs. Introduction Bharat Petroleum Corporation Ltd (BPCL) is the second largest integrated refining and marketing public sector oil giant with 5,000 petrol outlets and 970 kerosene dealers spread across the country.

It posted annual revenue of Rs 482.54 bn for the year 2003-04. With the liberalization and deregulation of the petroleum industry, competition has increased. New players including Reliance, Essar and Shell are entering the stronghold of public sector oil companies - petroleum product retailing outlets. This has prompted BPCL to take various measures to beat the competition. Firstly, BPCL has revamped the look and feel of their fuel (petrol and diesel) outlets or the filling stations...

Questions for Discussion:

1. In order to provide quality service, service providers need to understand customer expectations and establish service standards that match them. Describe the measures BPCL has taken to meet customer expectations?

2. 'Petrocards' is the largest customer loyalty plan in India. Discuss in what ways the customer loyalty program benefits BPCL.