Bharat Petroleum

Corp.Ltd
Group B
1. Melwyn Furtado
2. Devendra Kunwer
3. Eric Lath
4. Sam Nambiar
5. Jitendra Sharma
6. Pravin Shetty
7. Sagar Naik

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Road Map

Introduction
Market Environment
Porters 5 Force Model
Insight to Strategy

Operational
Competitive

SWOT Analysis
Ansoffs Product / Market Matrix
BCG Growth Market Share
CSR Initiatives
Conclusion
Oct 12, 2015

NMIMS - Mktg - Prof. Pale

Introduction

BPCL is one of India's largest PSU companies.

Involved in the refining and retailing of petroleum products.

Single digit Indian representative in the Fortune 500 & Forbes 2000
listings (MNC in PSU garb).

Pioneer in Indian Petroleum Industry. (Pure for Sure campaign,

Petro card, Fleet card etc.)

Diverse range of products (Petrochemicals and solvents to aircraft

fuel and speciality lubricants)

Fuel supplied directly to hundreds of industries, and several

international and domestic airlines.
Oct 12, 2015

NMIMS - Mktg - Prof. Pale

VISION

GOAL
Most profitable down stream player in the country in the next five years.
Oct 12, 2015

NMIMS - Mktg - Prof. Pale

BPCL - Market
Environment
Deregularisation post 2000 leading to Open Mkt
BPCL Production-Sales deficit (9.7 MMT)
Presence only in western region
Poor logistics
High operational cost
Production capacity
Emission norms

Oct 12, 2015

NMIMS - Mktg - Prof. Pale

Porters 5 Forces analysis

Threat of Substitute product
Alternative fuels / energy like bio fuel

Bargain Power of
Suppliers
OPEC Country
Govt interference
Diplomatic Interest of
country
Bombay high ONGC

Rivalry among
existing competitors
Reliance / Shell / IOC /
HPCL

Barriers to Entry
Huge investment
Volatile market
Land cost & acquiring at
strategic location

Bargain Power of Buyers

Price fixed by govt on socio economic
interest of company
Huge competition in direct market

Oct 12, 2015

NMIMS - Mktg - Prof. Pale

Insight to BPCL Strategy

Operational efficiency
Capacity expansion
Plant modernization
Mergers Kochi Refinery
Major stake in Numaligarh Refinery Ltd
Bharat Oman Refinery Ltd Bina
Pipeline: Bombay to Delhi
6 SBU (Refinery, Retail, Industrial & Commercial,
Lubes, LPG & Aviation )

Oct 12, 2015

NMIMS - Mktg - Prof. Pale

Insight to BPCL Strategy

Competitive Advantage
Pure for Sure Campaign
Fleet card
Petro card

ERP Integration
Logistics (SCM)
National reach
Plant efficiency

Oct 12, 2015

NMIMS - Mktg - Prof. Pale

SWOT ANALYSIS
Strength

Weakness

Brand Name
Refining Capacity
Retail Network
SAP Integration
R&D support
Best in SCM
Cost advantage

High cost of Crude oil prices

Govt. control on pricing
Subsidized product
Black marketing
Bureaucratic involvement on strategic
decision.

Opportunity

Threats

Demand for Energy

Avenues outside India
City gas distribution (Joint venture with
GAIL)
Non conventional Energy like bio diesel
Major stake in petronet LNG insuring the gas
reserve

Oct 12, 2015

Volatile price of Crude oil & finished product

Impact of financial health
Openings for global players
Competitors faster growing rate

NMIMS - Mktg - Prof. Pale

ANSOFFS GRID

Product
Present

New

Market
Present

New

Oct 12, 2015

Market Penetration
Piped gas
City gas Pune
Indraprashtha Gas

Product Development
Speed Petrol

Market Development
Lubricant sale in Sri Lanka

Diversification
Bio Fuel

NMIMS - Mktg - Prof. Pale

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BCG Growth Market Share

Relative Market share
High
High

Market
Growth

Low

Refining
Distribution & petrochemicals
Processing

Gas sector
LNG
Lubricants

LPG
Naphtha
Bituminous product

Sulphur
By product

Low
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NMIMS - Mktg - Prof. Pale

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CSR Initiatives

Community Development

Infrastructure

Balwadis for children as pre-school intervention.

Vocational guidance & self sustenance
Women's Developments
Self Help group.
Tree plantation
Building Community Halls
Medical Aids
Grain Banks
Water Harvesting & Bride

Education

Scholarship
Education Adopted village

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NMIMS - Mktg - Prof. Pale

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Conclusion

BPCL is a organization that has redefined the

Petroleum & Refining business by trading a unique
path

The Marketing Company of the year Award is in

recognition of BPCs excellent performance in
increasing volumes of products marketed and
enhancing the customer base during 2006-07, while
adhering to the stringent norms of health, safety and
environment protection!

Oct 12, 2015

NMIMS - Mktg - Prof. Pale

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THANK YOU

Oct 12, 2015

NMIMS - Mktg - Prof. Pale

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