Assignment – 2
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Petro
Retailing Business
Section A (20 Marks)
Write short notes
on any four of the following:
1.
Types of original producers of
crude oil
2.
OPEC’s Oil Policy
3.
Market structure of oil
industry
4.
Role
of brand in petro retailing
5.
Concept of import parity price
Section B (30 marks)
(Attempt any three)
1.
What are the fundamental
factors responsible for affecting petroleum prices?
2.
Highlight those areas of Indian
refineries which need certain actions to be taken of.
3.
Discuss the marketing
strategies and procedures of crude oil.
4.
What are the key emerging trends in global upstream
oil industry?
Section C (50 marks)
(Attempt all questions. Every question carries 10 marks)
Read the case “ ” and
answer the following questions:
Case Study: Club HP
High – quality personalized “Vehicle and Consumer Care”
A part of HPCL’s strategic retail
marketing initiative that seeks to break out of traditional fuel retailing, our
new Retail Brand ”Club HP” assures high – quality personalized ”Vehicle and
Consumer Care” through a select set of outlets.
Developed after an exhaustive
research of over a year which included collecting feedback from over 13,000 respondents
in several key markets across the country, the “Club HP” concept aims to
provide the assurance of “Quick Fills”, “Expert, Personalised Service”, “Total
Vehicle Management” and “Consumer Conveniences”.
While designing the bouquet of
services for Club HP outlets, we have relied upon the feedback received
directly from consumers. We realize that consumers are highly conscious of the
fuel that goes into their vehicles – each ”Club HP” outlet carries the
assurance of HPCL’s ‘Good Fuel Promise’ and delivers the right quality and
quantity of the products on offer. Fuel is delivered to these outlets in tank
trucks fitted with tamper proof locks and a high degree of control is kept by
the HPCL staff to ensure that quality standards are strictly enforced.
The ”Club HP” concept also recognizes
the fact that the consumer today places very high importance on vehicle care
and at the same time expects other value added services from a fuel retail
outlet that help him take care of diverse activities under one roof and in the
shortest possible time. The Club HP outlets provide a distinct set of basic and
value added offerings which include “Efficient & Expert Service”, “Quick
Care Point”, “Digital Air Towers”, “Vehicle Finance and Insurance related
assistance”, “Bills Payment facilities”, “Refreshments”, “HPCL – ICICI Credit
Cards” and a host of other amenities.
To deliver the many conveniences and
services, we have associated with leading companies like Coca Cola India, ICICI
Bank, Fed Ex, Western Union Money Transfer, Café Coffee Day, US Pizza, Skypak
and many more. We are also forging service specific alliances with several
automobile companies and OEMs like Tata Motors to jointly identify ”Club HP”
outlets, which could qualify as “Authorised Service Centers” for leading
automobile brands.
The roll out of ”Club HP” began in a
phased manner, initially targeting 85 outlets in the cities of Mumbai, Delhi,
Bangalore and Kolkata. Encouraged by the initial experience, the “Club HP”
brand has been quickly expanded to cover over 1000 outlets in all major cities
and towns across India. The distinctive red and blue Club HP logo is an all too
familiar symbol inviting motorists looking for a quick and refreshing fuelling
experience.
“Club HP” outlets are categorized as
Standard, Mega and Max depending on the levels of services and amenities
available. Each outlet will offer a bouquet of standardized services to
consumers, depending upon market requirements and logistical abilities.
Vehicle
Care: The Club HP outlets have been carefully selected to ensure that they can
offer high quality vehicle care. Each Club HP Mega and Max outlet is equipped
with a service station. In addition, the outlets will also provide vehicle
consumable and accessories, all under one roof. More and more outlets will
progressively upgrade to “Authorised Service Stations” as part of our
association with various vehicle manufacturers.
Quick
Care Points: Consumers are offered a free check up of vital elements such as
engine oil, brake oil, battery water, coolant, fan belt, radiator hose etc. by
the specially trained “Club HP” attendants. In addition, a quick inspection of
the tyres is done and recommendations given in case any immediate action is
required.
Digital
Air Towers: The performance and safety of new generation cars depend a lot on
the correct air pressure maintained in the tyres. The specially designed
digital air pressure equipment not only ensures accurate air pressure in the
shortest time but also adds to the comfort and safety of travel.
‘Good
Fuel Promise’ Towers: Consumers are offered the facility to personally conduct
simple tests with the help of specially designed standard apparatus. A simple
procedure booklet is also provided to help anyone check the quality and
quantity of fuel. The consumers are also invited to fill in the printed
certificate booklet which will be available at all “Club HP” outlets in order
to record their assessment. This feedback is regularly screened by the HPCL
team to plan remedial actions or service upgrades in accordance.
Vehicle
Finance and Insurance Related Counsel: HPCL has tied up with leading vehicle
insurance and finance service providers for these activities which include
assistance towards issuance and renewal of policies as well as extension of
loans for purchase of new or second hand vehicles.
ATMs:
HPCL has taken the lead in providing ATM facilities at its outlets in
association with leading banks and is targeting over 400 ATMs very soon. Select
Club HP outlets have already been equipped with ATMs.
Bills
Payments: HPCL has tied up with Skypak Financial Services which is providing
“Drop boxes” at all “Club HP” outlets in a phased manner. Consumers can utilize
these drop boxes to pay bills relating to a variety of service providers. All
one has to do is drop the bill and payment instrument (Cheque / Demand Draft)
for the designated service provider and Skypak will route the same to the
correct destination…at no extra cost.
Communication
Facilities: Each Club HP outlet is equipped with a pay – phone for the convenience
of consumers. In addition, select outlets will also provide high speed internet
browsing and e-mail facility.
HPCL
: ICICI Co-branded Credit Cards- Customers visiting the “Club HP” outlets will
be able to use the HPCL – ICICI Credit Cards to reap the higher reward points
offered by this unique product.
Basic Amenities – Each “Club HP”
outlet will extend basic amenities such as “safe drinking water” through water
purifiers, hygienic rest room facilities, food counters, basic medicines and
first aid facility. HPCL has also tied up with Coca Cola India to provide
beverages and bottled water as well as snacks at all “Club HP” outlets.
Questions:
1.
Discuss the strategic retail
marketing initiative taken by HPCL.
2.
Discuss the concept of
developing The ”Club HP”.
3.
What are the various amenities
and services offered by “Club HP” outlet?
4.
Read the case and analyze the
facts from it.
5.
Give a short conclusion on the
case study.
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