GAP analysis in Retail Petroleum Industry

Submitted By:

A.J.SharmaChandan Kumar

Diptendu DeyL.K. Gupta

Ravi SharmaVivek Sharma

Retail Petroleum Industry of India

Petroleum retail sector is one of the largest segments of the

industry .

Petroleum retailing industry in India faces significant challenges

and is forced to adopt new and innovative strategies.

GOI on April 1, 2002, opened up retail marketing to private and

foreign companies.

Petroleum retailing is a retailing of product and service.

Change of focus of oil marketing companies.

The new look petrol pumps, apart from dispensing fuels; now offer

the best of retail chains providing a value added service to busy

consumers.

Retail Petroleum Industry of India

Consumer is becoming more and more demanding. Quality & Quantity assurance Quick filling and efficient forecourt service Rewarding loyalty Premium fuels Cashless transactions Non-fuel services

Loyalty programs Smart Fleet (BPCL) Xtrapower (IOCL) Drivetrack (HPCL) Transconnect (Reliance) Petrocard (BPCL)

Studying GAP 4: Sample

GAP 4 : Communication gap, when promises do not match

performance.

The communications that are made to the customers:• Quick filling time of not more than 10mins and quick billing.•Solving other problems which are non-fuel like brake fluid check, tyre check, battery check, windshield wiper check.• Personal attention to the customers.• Round the clock operating hours.• Understanding specific needs like the correct quality and quantity.• Standard service across all pumps.

Analysis of Customers : 150 SamplesAnalysis of Employees : 30 Samples

Companies Considered for Analysis

IOCL HPCL BPCL

Studying GAP 4: Analysis

Analysis: Customers

• Filling Time• Billing Time• Problem Solving• Personal

Attention• Specific Needs• Convenient

Operating Hours

• Proper Operations

• Information Access

• Service Quality

• Additional Benefits

• Redemption• Payment• Rewards

Catalogue• User Platform

Analysis: Loyalty Program Analysis: Employees

• Filling Time• Billing Time• Customer

Oriented• Personal

Attention• Uses of Card• Card Complain• Hoarding• Company

Operation• Scheme Info• Role of Employee• Special Training• Service Standard• Company Facility• Customer

Problem

Results after Factor Analysis

• Prompt Service

• Personalized Service

• Convenience

• Proper Operations

• Returns

• Value for money

Studying GAP 4: Analysis

Analysis: Customers

Analysis: Loyalty Program Analysis: Employees

• Prompt Service

• Personalized service

• Card convenience

• Operations

• Scheme

• Role

• Reducing billing time by using computerized hand held devices.

• Training the pump attendants.

• Customer involvement by rolling out new promotional campaigns.

• Clear demarcation of responsibility of the pump attendants.

• Rewards catalogue of the loyalty cards should include more

attractive gifts.

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