BPCL competitors and marketing strategies they can follow

1. BHARAT
PETROLEUM
CORPORATION LTD.
By-
PURNIMA LOKWANI

2. CONTENTS
■ Industry Benchmarking
■ Global Competitors
■ Innovations by small and mid caps
■ Gap Analysis between Indian and Global fuel retail Practices
■ Use of ERP In Gas and Oil Industry
■ Marketing and promotional strategies
■ Campaign

3. INDUSTRY BENCHMARKING
■ Energy major ONGC has been ranked as the Top Energy Company in India, in the coveted Platts
Top 250 Global Energy Company Rankings 2014.
■ ONGC has improved on its global ranking up at 21st place among the global energy majors.
■ In the Asia/Pacific (APAC) rim, ONGC was at the 5th position, up from 7th last year.
■ ONGC has also maintained its position as the 3rd ranked Exploration and Production
company globally.
■ ONGC has been ranked 5 among 82 companies of the APAC region
■ 13 Indian companies figure in theTop 250 Global Energy Company list (as against 12 last year),
including, Reliance Industries Ltd (22), Indian Oil Corporation (43), Coal India Ltd (47), NTPC (50),
BPCL (66), GAIL (97), Cairn India Ltd (104), Power Grid Corp of India Ltd (142), HPCL (153), Reliance
Infrastructure Ltd (198),Oil India Ltd (208) and Essar Oil Ltd (232).

4. GLOBAL COMPETITORS
■ India, which is 79% dependent on imports to meet its crude oil needs
■ State-owned Saudi Arabian Oil Co. (Saudi Aramco) is the king of oil. It is the world's #1 oil
producer, supplying more than 10% of global oil demand.The company exports 55% of its
crude oil to the Far East.12.5 million dollars per day
■ Gazprom from Russia 9.7 millions barrels per day
■ National Iranian Oil Co. 6.4 millions barrels per day
■ Petro china 4.4 millions barrels per day

5. INNOVATIONS BY SMALL AND MID-
CAPSMany small and mid-cap companies survive on innovation. Some differentiate themselves through
geographic advantages and local knowledge. Others invent new tools and chemicals, apply concepts
from other industries, and find new uses for older technologies
■ FLOTEK INDUSTRIES INC (NYSE) are unique in their patented environmentally-friendly
formulation based on orange oil. Flotek's CnF® formulation consists of nanoscale droplets containing
d-limonene derived from orange oil. Due to their size and composition, the droplets alter the
interfacial tension between oil and water in the reservoir significantly increasing production. It also
helps in separating hydrocarbons from the rocks which is one of the key challenge.
■ GLORI ENERGY INC.(NASDAQ) , developed the Activated Environment for Recovery of Oil
(AERO™) platform is a patented biological process for freeing additional oil from conventional
water-injection fields.This is used to increase the production under the water flooded fields.

6. ■ FAIRMOUNT SANTROL(NYSE) Fairmount Santrol is one of the largest suppliers of
proppants, which maximize fracture surface area in wells. Fairmount Santrol recently
introduced a new category, proppant transport technology and a new product, Propel SSP™.
This transport technology increases hydrocarbon production by improving the distribution of
proppants in the fracture network.
■ WellDog(Privately Owned) has introduced a new application of its downhole Raman
spectrometer to identify gas and liquids-rich pockets in unconventional shale reservoirs.The
device provides rapid, in situ, analysis of reservoir fluid (oil, gas, water, CO2, H2S, etc.)
composition
■ HUNTING PLC (LONDON STOCK EXCHANGE) It holds over 400 patents, and services the oil
and gas industry with proprietary technology. Hunting leverages its manufacturing and
logistics capability to make and distribute tools and equipment for NOCs, IOCs, and oilfield
service companies.They manufacture to their customer's specification and schedule, providing
products globally through 42 manufacturing facilities and 34 distribution centers strategically
located in the heart of the major oil plays.

7. Gap Analysis between Indian and Global fuel
Retail Practices
1. Customer Services :
- Customer insights and analytics.
- Customers experience and design strategy.
- Help to deliver the products as customer demands.
- Customer experience operation and performance.
2. Loyalty Programs :
- Size characterization and risk assessment. (soil and groundwater sampling, Monitoring
wells)
- Partnering for Perfection. (Kickback Points)
- Compliance Management. (Spill prevention, Control and counter measure plans)

8. Indian and Global fuel Retail Practices
3. B2B Partners :
- Handling complaints directly and immediately.
- Modern looking equipment and fixtures.
- Organisation of trade and investment forum.
- Innovative features to the product as per vehicle requirements.
4. Value added services :
- Service scoping. (identify, matrix criteria)
- Information gathering.
- Validation of information and documents.
- Reporting and analysing on it.

10. Technology in Oil and Gas Industry
■ Natural gas is practically all methane. Methane leaks from wells during the extraction process, from
processing equipment while compressing or drying gas, and from poorly sealed equipment while
transporting and storing it. Natural gas is also sometimes intentionally vented into the atmosphere.
■ We can capture this unaccounted Methane by using following methods
■ 1.Green completions: capture vented, leaked or otherwise wasted natural gas from wells as they are
being stimulated (fracked) and readied for natural gas extraction.
■ 2.Plunger lift systems: remove blockages caused by liquids accumulation in older wells, in a way that
captures methane.
■ 3.TEG dehydrator emission controls: reduce methane leakage fromTEG dehydrators, which remove
moisture from natural gas before it is transported, using additional equipment and process optimization.
■ 4.Desiccant dehydrators: nearly eliminate methane leakage during the process of removing moisture
from natural gas, with the use of special water-absorbing salts.

11. Contd..
5.Dry seal systems: mitigate methane leakage from centrifugal compressors, which are used
during natural gas processing and pipeline transportation, with the use of more effective seals.
6.Improved compressor maintenance: controls leakage from reciprocating compressors, also
used during natural gas processing and pipeline transportation, through timely rod packing
replacements.
7.Low-bleed or no-bleed pneumatic controllers: limit leakage from pneumatic controllers, which
control gas pressure and flow, with the use of special reduced-leakage (“low-bleed” or “no-bleed”)
systems.
8.Pipeline maintenance and repair: allows for methane flowing through pipelines to be captured
while problems in pipelines are fixed.
9.Vapor recovery units: capture methane leaked from crude oil when it is stored in tanks.
10.Leak monitoring and repair: detects and captures methane leaks, which are typically colorless
and odorless, from numerous locations at an oil & gas facility, using advanced leak monitoring
equipment and enhanced operational practices.

12. Controlling of MethaneWastage

13. EconomicalView in Capturing the Methane
The 10 technologies identified in the report, if comprehensively implemented, can profitably
capture more than 80 percent of the methane currently emitted by the oil & gas industry, an
amount equivalent to global warming pollution from more than 50 coal-fired power plants.Also, the
oil & gas industry can generate $2 billion in additional revenue from these methane savings.
As I mentioned, these technologies are extremely profitable.There is typically an upfront cost
associated with them, but the revenue generated from saved methane and any operational savings
(less any costs) more than compensate – the investments are typically paid back in less than six
months to three years. And profits continue after that.

14. Use of ERP In Gas and Oil Industry
BPCL have high vertically integrated operations
throughout
oil exploration,
production,
refinery,
distribution networks
transportation and
marketing.

15. MARKETING STRATEGIES
■ This is an industry that relies on relationship to gain sales
■ There is not much scope for price regulation
■ To increase there sales they need innovation and modification

16. Marketing strategies they can adopt
■ They can take a part or organise there own oil and gas expo, in which they can
have there booths setup to demonstrate and promote there offerings directly to
the end users
■ They can tie up an attribute with there brand i.e. brand association( green wave
logo, a tree or simply sign denoting high quality and low price with an essence of
sustainable growth will have customer getting associated with the brand and
getting recognised
■ Cause Marketing- we don't burn the environment we build it.
■ BPCL online payment APP
■ Content marketing - It is a technique of creating relevant , informative and
engaging content surrounding our industry and sharing online for target audients
to see content can be blogs, eBooks infographics, product videos, webinars.

17. Promotional Ad-Campaign
■ Preventive measures for cancer treatment.
1. Goals and objectives -
a. Awareness of support programs :
- Health fairs
- Open house
b. Increasing fund for research :
- Solicit donations
- Fund raising
- Influence legislation
c. Increase vaccine awareness ( Websites )

18. Timeline
■ Health Fairs, Seminars.
■ Letter campaign.
■ Charitable donations .
■ Fund raising events.
■ Cancer screenings.
Budget –
■ Brochures $ 2000
■ Newsletters $ 2500
■ Internet / websites $ 3000
■ Television ads $ 5000

19. ■ In Life always just “BeYourself” and (# let’s-energize)

20. THANKYOU