Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Copy Of Project Bpnagar


Published on

  • Be the first to comment

  • Be the first to like this

Copy Of Project Bpnagar

  1. 1. Beyond passion !! Project bp nagar- chapra
  2. 2. 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.
  3. 3. What is bp nagar (f) Community Service Involving Our “biradari” (D) Grow shares- Sales/growth (D) Trade-consumer- Influencer loyalty Thru 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
  4. 4. Why bp nagar?- a step beyond !! BEYOND PERCEPTION beyond profits Beyond price Beyond just a product Bp nagar
  5. 5. How do we choose a nagar?? <ul><li>Focus predominantly on large trucking markets- good deo base. </li></ul><ul><li>Good growth for bp </li></ul><ul><li>Loyal, enthusiast trade partners </li></ul><ul><li>Good controls mechanism </li></ul><ul><li>Potential for further growth </li></ul><ul><li>Competition is strong needs to be defeated. </li></ul>
  6. 6. The road to chapra
  9. 9. Few minute details… <ul><li>Chapra is the main town of saran district- gateway to balia on one side and gorakpore on the other. </li></ul><ul><li>Chapra is a big trasport market- the hub of fleet activties due to the “sand industry” in doriganj. </li></ul><ul><li>Chapra, consequently, has a good trucker base – around 150 truckers/fleet operators. </li></ul><ul><li>Chapra caters to the sand market as well- boat segment- doriganj alone has 5000 boats. </li></ul><ul><li>Chapra has 75 odd mechanics- jeeps, tractor and the truck segments apart from the mco segment. </li></ul><ul><li>Net around 25 kl market with only 6% mkt share for bp- elf 29%!- gulf 18%. </li></ul>
  10. 10. Market shares…
  11. 11. Our plan <ul><li>exit h1 with a mkt share of 20% </li></ul><ul><li>sales should go up to around 5000 ltr per month </li></ul>
  12. 12. Nitty gritties… <ul><li>Total deo mkt space contributes around 20000 ltrs. </li></ul><ul><li>For a share of 20%- sales should be around 5000 lts. </li></ul><ul><li>A detailed survey was conducted covering all retailers, covering oil shops, spare parts counters etc… </li></ul><ul><li>There are 54 retailers, 7 IOC fuel courts, 4 tractor franchisees in the town contributing to 20000 ltrs. </li></ul><ul><li>Each retailer selling avg 100 ltrs p.month should take us there !! </li></ul>
  13. 13. Market activations <ul><li>360 degree campaign- covering retailers- mechanics- fleet owners </li></ul>360 degree campaign Connecting all the influencers Small towns Like malmaliya etc boats mechanics retailers Fleet owners Our dealer
  14. 14. Market activation contd. <ul><li>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 </li></ul><ul><li>Mechanic loyalty </li></ul><ul><li>Stickering campaign </li></ul><ul><li>Driver program </li></ul><ul><li>Signalzation… </li></ul>
  15. 15. Brand display…
  16. 16. SIGNALIZATION...
  17. 17. Influencer loyalty based on bhachat
  18. 18. The gala event <ul><li>Project bp nagar unveiled on the 6 th day of june, 2006 under the aegis of the theosophical society in chapra. </li></ul><ul><li>Shri mahendra prasad, president of the society presides over the function. </li></ul><ul><li>R-SOM & MDM EAST attends the functions </li></ul><ul><li>Varist grahak samman presented to buzurg fleet owner- Siyaram Singh and buzurg mechanic Lal babu sharma- </li></ul><ul><li>Bal shiksha vikas scholarships worth 601/= presented to daughters of a mechanic, a fleetowner and a retailer. </li></ul><ul><li>Our “biradari” lauds the efforts undertaken by bp for the cause of the community. </li></ul>
  19. 19. Glimpses…
  20. 20. Varisth grahak samman
  21. 21. Bal shiksha vikas
  22. 22. Consumer speak…
  23. 23. The way forward… <ul><li>Going by the proposition- five innovative community service oriented activities to be undertaken in chapra </li></ul>
  24. 24. <ul><li>All mechanics in CHAPRA shall be enrolled in our fraternity and shall be entitled to a free first aid sewa through out the year . </li></ul><ul><li>Expected members in this group should be anything between 100 to 150 nos </li></ul><ul><li>Tie up with the theosophical society. </li></ul>bp sewa
  25. 25. <ul><li>All retailers, fleet owners and buzurg mechanics in our fraternity shall be entitled to a free eye check up once a year </li></ul><ul><li>Tie up with the theosophical society. </li></ul>bp dristi
  26. 26. <ul><li>All retailers, fleet owners in our fraternity shall be entitled to a free bp check up (incl general check up) once a year </li></ul><ul><li>Tie up with the theosophical society. </li></ul>bp hriday
  27. 27. <ul><li>This is for the aging fleet owner/influencer: </li></ul><ul><li>bp shall offer respects to any one aging fleet owner by offering him </li></ul><ul><li>a shawl </li></ul><ul><li>a dhoti </li></ul><ul><li>a kurta </li></ul><ul><li>a pair of glasses </li></ul><ul><li>and an umbrella </li></ul>bp pranaam
  28. 28. And finally something for the girl child… <ul><li>Bp shall sponsor the school fees of any girl child of 3 mechanics aged 9 to 16 for one year ( maximum limit upto 601/=) </li></ul>bp bal shiksha vikas
  29. 29. But how do we monitor…?? <ul><li>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. </li></ul><ul><li>There shall be meticulous monitoring both by the company (fms) and the dealer and all the services shall be under scrutiny once a quarter. </li></ul>
  30. 30. And that completes … <ul><li>OUR FIRST bp nagar IN BIHAR </li></ul>chapra