Page 13 - BPCL Journeys - Speed Special
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#SPEED
MORE REPORTS : www.bharatpetroleum.in/SPEED FUELS
Speed sales reached a crescendo Revival and REBIRTH
with peak volume of 1100 TKL being
sold across 4000 Retail Outlets. After Retail SBU took on us
a great start and an overwhelming
response from the market, Speed, the challenge to revive
which was sold at a premium of a
mere Rs. 1.5 to Rs. 2 higher than Speed across the network,
normal petrol. Speed not only
became the highest selling premium aware of the challenges of reviving A systematic plan to improve product
fuel, but also enjoyed high brand an almost extinct brand with low availability by adding hardware
equity as a result of our marketing network strength of Speed retail in the form of additional tanks in
investments. outlets, extremely low sales volumes retail outlets and increased brand
as loyal Speed customers distanced prominence in the Retail outlets was
On the decline of the curve themselves from the brand owing drawn out, coupled with rigorous
However, success comes with its higher prices and the newer ones did network engagement & training.
own set of challenges. In 2009, new not know of its existence.
duties were introduced on branded
fuels, which increased the price of Revival of Speed became the Network partners were enthused
branded fuels by Rs. 7- 8 per litre business’s top most priority with and encouraged to promote Speed
more than normal fuels. In 2012, the a clear target of regaining the sales and were attractively rewarded
government withdrew the subsidy leadership status in premium fuels through strategically designed
support for branded fuels, which segment to become
further increased the prices of
branded fuels to Rs. 10-12 per litre the customers’ first Speed Sales Performance (2015-16)
over the normal fuels. Due to the high choice. The task at
price differential, sales plummeted
as the market shrunk and brands hand was to address
suffered from waning demand.
the users of Speed
Speed which was widely used by
motorists and bikers now was bought who migrated back
only by premium luxury car and bike
owners. In a positive move by the to normal petrol
Government in 2015, the duties on
branded petrol were reduced from due to the price
Rs. 7.50 to Rs. 2.35 a litre. This came
as a blessing for Oil Companies and differential,
the consumers too.
bring in new users
in to the fold and
convert competitor’s
customers to our
side. Comprehensive
strategies were
drawn out, detailing
the strategic and tactical goals for monthly sales schemes. Awareness
Speed’s revival and re-establishing building activities, ground activations
its strong brand equity. and brand engagement opportunities
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