Beyond passion !!

This project was first conceptualized around two years back. How ever the same was put in the back burner because it was suggested that the brand had not come of age at that point of time and it would be a bit immature to embark on such a program.

What is bp nagar

(f)Community

ServiceInvolving

Our “biradari”

(D)Grow shares-Sales/growth (D)

Trade-consumer-Influencer loyaltyThru activation

(c)Drive home “bachat”-

proposition

(A)Own a full town

With bp-Advocacy

(B)Build a

bp “biradari”Trade-consumers-

influencers

(e)Decimate

competition

Why bp nagar?- a step beyond !!

BEYOND PERCEPTION

beyond profits

Beyond price

Beyond just a product

Bp nagar

How do we choose a nagar??

• Focus predominantly on large trucking markets- good

deo base.

• Good growth for bp

• Loyal, enthusiast trade partners

• Good controls mechanism

• Potential for further growth

• Competition is strong needs to be defeated.

The road to chapra

PRESENTING THE FIRST BP NAGAR IN BIHAR …

WHY CHAPRA…

GATEWAY TO BALIA & SIWAN

POTENTIALTO GROW SHARES

COMPETITION ELF AND GULF

FEEDER MARKET

ENTHUSIASTICTRADE

PARTNER

Trucking marketGood deo base

WORTH20 kl

Bp nagarchapra

Few minute details…

• Chapra is the main town of saran district- gateway to balia on one side and gorakpore on the other.

• Chapra is a big trasport market- the hub of fleet activties due to the “sand industry” in doriganj.

• Chapra, consequently, has a good trucker base – around 150 truckers/fleet operators.

• Chapra caters to the sand market as well- boat segment- doriganj alone has 5000 boats.

• Chapra has 75 odd mechanics- jeeps, tractor and the truck segments apart from the mco segment.

• Net around 25 kl market with only 6% mkt share for bp- elf 29%!- gulf 18%.

Market shares…

market shares of chapra town

castrol647529%

elf524524%

gulf400018%

hp7153%

bp13006%mak

1000%

valvoline223010%maximile6003% servo

16507%

castrol bp mak elf servo maximile valvoline gulf hp

Our plan

• exit h1 with a mkt share of 20%

• sales should go up to around 5000 ltr per month

Nitty gritties…

•Total deo mkt space contributes around 20000 ltrs.

•For a share of 20%- sales should be around 5000 lts.

•A detailed survey was conducted covering all retailers, covering oil shops, spare parts counters etc…

•There are 54 retailers, 7 IOC fuel courts, 4 tractor franchisees in the town contributing to 20000 ltrs.

•Each retailer selling avg 100 ltrs p.month should take us there !!

Market activations

• 360 degree campaign- covering

retailers- mechanics- fleet

owners

Small townsLike malmaliya

etc

boatsmechanics

retailers

Fleet owners

Ourdealer

360 degree campaign Connecting all the

influencers

Market activation contd.

• Step 1- a display program covering retailers(non dlrs)- sajao bp se ghar apna- dekho bp se bachhat ka sapna – pp5-pp7- harp on bachhat

• Mechanic loyalty

• Stickering campaign

• Driver program

• Signalzation…

Brand display…

SIGNALIZATION...

Influencer loyalty based on bhachat

The gala event

• Project bp nagar unveiled on the 6th day of june, 2006 under the aegis of the theosophical society in chapra.

• Shri mahendra prasad, president of the society presides over the function.

• R-SOM & MDM EAST attends the functions

• Varist grahak samman presented to buzurg fleet owner- Siyaram Singh and buzurg mechanic Lal babu sharma-

• Bal shiksha vikas scholarships worth 601/= presented to daughters of a mechanic, a fleetowner and a retailer.

• Our “biradari” lauds the efforts undertaken by bp for the cause of the community.

Glimpses…

Varisth grahak samman

Bal shiksha vikas

Consumer speak…

The way forward…

•Going by the proposition- five innovative

community service oriented activities to be

undertaken in chapra

• All mechanics in CHAPRA shall be enrolled in our

fraternity and shall be entitled to a free first aid sewa

through out the year .

• Expected members in this group should be anything

between 100 to 150 nos

• Tie up with the theosophical society.

•All retailers, fleet owners and buzurg

mechanics in our fraternity shall be entitled

to a free eye check up once a year

•Tie up with the theosophical society.

•All retailers, fleet owners in our fraternity

shall be entitled to a free bp check up (incl

general check up) once a year

•Tie up with the theosophical society.

• This is for the aging fleet owner/influencer:

• bp shall offer respects to any one aging fleet owner by offering him

• a shawl

• a dhoti

• a kurta

• a pair of glasses

• and an umbrella

And finally something for the girl child…

•Bp shall sponsor the school fees of any girl

child of 3 mechanics aged 9 to 16 for one

year ( maximum limit upto 601/=)

But how do we monitor…??

•We shall provide membership cards to all the members of “bp biradari” designating them as per their status i.e a fleet owner or a mechanic and like wise shall go and redeem their offer as per their scheme.

•There shall be meticulous monitoring both by the company (fms) and the dealer and all the services shall be under scrutiny once a quarter.

And that completes …

•OUR FIRST bp nagar IN BIHAR