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    PARCO: Marketing Plan

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    virtuoso29
    The aim is to design marketing strategy for PARCO products inorder to create a brand image of PARCO in public and to make its distribution network efficient and effective. The ideas presented focuses on two segments; one is the consumer and second is retailer. The purpose of this report is to suggest PARCO marketing plans to increase its lubricant market share as it has not been able to capture a major chunk of the market irrespective of having the state of the art refinery. Current market situation is discussed in detail followed by PARCO’s strength, weaknesses, opportunities and threats. The marketing ideas presented focuses on two segments, one is the consumer and second is retailer i.e. both the B 2 B & B 2 C methods will be taken under consideration. Successful implementation on the strategies presented in the report will lead PARCO to take advantage of its full potential and strength in an effective manner.

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    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd

    PARCO: Marketing Plan

    Uploaded by

    virtuoso29
    907 views21 pages
    The aim is to design marketing strategy for PARCO products inorder to create a brand image of PARCO in public and to make its distribution network efficient and effective. The ideas presented focuses on two segments; one is the consumer and second is retailer. The purpose of this report is to suggest PARCO marketing plans to increase its lubricant market share as it has not been able to capture a major chunk of the market irrespective of having the state of the art refinery. Current market situation is discussed in detail followed by PARCO’s strength, weaknesses, opportunities and threats. The marketing ideas presented focuses on two segments, one is the consumer and second is retailer i.e. both the B 2 B & B 2 C methods will be taken under consideration. Successful implementation on the strategies presented in the report will lead PARCO to take advantage of its full potential and strength in an effective manner.

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    The aim is to design marketing strategy for PARCO products inorder to create a brand image of PARCO in public and to make its distribution network efficient and effective. The ideas presented focuses on two segments; one is the consumer and second is retailer. The purpose of this report is to suggest PARCO marketing plans to increase its lubricant market share as it has not been able to capture a major chunk of the market irrespective of having the state of the art refinery. Current market situation is discussed in detail followed by PARCO’s strength, weaknesses, opportunities and threats. The marketing ideas presented focuses on two segments, one is the consumer and second is retailer i.e. both the B 2 B & B 2 C methods will be taken under consideration. Successful implementation on the strategies presented in the report will lead PARCO to take advantage of its full potential and strength in an effective manner.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    907 views21 pages

    PARCO: Marketing Plan

    Uploaded by

    virtuoso29
    The aim is to design marketing strategy for PARCO products inorder to create a brand image of PARCO in public and to make its distribution network efficient and effective. The ideas presented focuses on two segments; one is the consumer and second is retailer. The purpose of this report is to suggest PARCO marketing plans to increase its lubricant market share as it has not been able to capture a major chunk of the market irrespective of having the state of the art refinery. Current market situation is discussed in detail followed by PARCO’s strength, weaknesses, opportunities and threats. The marketing ideas presented focuses on two segments, one is the consumer and second is retailer i.e. both the B 2 B & B 2 C methods will be taken under consideration. Successful implementation on the strategies presented in the report will lead PARCO to take advantage of its full potential and strength in an effective manner.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    of 21

    PARCO

    Pak Arab Refinery Company


    Team Members

     Farhan Ahmed

     Muhammad Usman Saleem

     Taha Kizilbash

     Khurram Rao

    Institute of Business Management


    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 efforts
    emphasizes to project PEARL as multinational brand of
    PARCO. Currently the PEARL’s Share in the lubricant
    market is about 1%

    Institute of Business Management


    Oil Marketing Companies
    Company -wiseOutletsBreakup
    0.16%

    17.84%
    1.76%
    4.73%
    2.91%
    59.04%
    1.15% 10%
    2.37%

    PAKISTANSTATEOIL CO. LTD CHEVRON PAKISTAN LTD


    TOTALPARCOPAKISTAN LTD HASCOMBESTORAGE (PVT) LTD
    ATTOCKPETROLEUM LTD ADMOREGAS(PVT) LTD
    ASKAROIL SERVICES (PVT) LTD SHELLPAKISTAN LTD
    OVERSEASOILTRADING CO. (PVT) LTD

    Institute of Business Management


    Product Mix of Refinaries

    Institute of Business Management


    Lubricant Market of Pakistan

    Institute of Business Management


    Lubericant Sales of Major OMC(s)

    Institute of Business Management


    Brands of PARCO.

    PEARL GAS
    • Bixxol
    • Energy • G from LPG
    • Speed
    • Truck M Plus • A from Asphalt
    • Zabardast plus
    • Zabardast
    • S from Sulphur
    • Gearup
    • Hydrolic oil

    Institute of Business Management


    Strengths

     Financial Capability

     Mid Country Refinery

     Multinational Status

     State of the Art Pipeline Network

    Institute of Business Management


    Weaknesses

     Lack of Proper Distribution Network

     Lack of Brand Awareness Among People

     Absence of PARCO In Southern Region

     Absence of Lubricant Blending Facility

    Institute of Business Management


    Opportunities

     Local Unbranded CNG stations

     Afghanistan Can Be a Potential Market

     Refinery at Khalifa Point

    Institute of Business Management


    Threats

     Perception of PARCO as TOTAL-PARCO

     Strong Competitors

    Institute of Business Management


    Marketing Strategies

     Target Markets

    1. Consumer Market

    2. Retail Market

    Institute of Business Management


    Market Positioning
    Enrich 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 life
     Best wear and corrosion protection

    Institute of Business Management


    Promotions
     Advertisement

     Marketing Plans and strategies

     Call Center

     Quality Conrol Department

    Institute of Business Management


    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

    Institute of Business Management


    Actions Programs
     Retailer 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

    Institute of Business Management


    Actions Programs
     Call Centre

     0800-PEARL (73275) 4. Electronic Database

    1. Development of CRM 5. Order Taking and Order Placement

    2. Customer Services Team 6. Suggestions And Complaints

    3. Technical Support 7. SMS (Short Messaging Service)

    Institute of Business Management


    Actions Programs
     Quality Control Department

    1. Regular Monetoring of Daily Operations

    2. Evaluating the Possible Means to Increase the Effeciency

    3. Taking Timely Decisions and Corrective Measures

    Institute of Business Management


    Summary
    Largest state of the art Oil Refinery of Pakistan

    Promotion of PEARL in highly competitive market

    Marketing Strategies

    Implementation of Marketing Plan

    Institute of Business Management


    THANK YOU

    Institute of Business Management

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