The client wanted to evaluate the potential for setting up fuel retail outlets at 18 locations. This evaluation process basically consisted of two phases: (a) evaluating the potential business volume (b) understanding the consumer behavior. The exercise also aimed at identifying and evaluating travel related value added services that could be offered at the outlets. Non-petroleum products offering at retail outlets are particularly important in today’s scenario of stretched profits margins in the petroleum products sales. Non-fuel products have the potential to significantly contribute to the top line as well as bottom line of the retail outlets. The objectives for the study could be broadly defined as following: § To access the potential for selling motor fuels at identified retail outlet locations. § To understand consumer behaviour in terms of fuel buying behaviour and retail outlet selection. § To assess consumer preferences for value added services to be provided at retail outlets and travel related facilities (TRF) including lodging facilities. § To identify suitable partners to handle the TRF part of the business. The study was conducted in three stages: § Traffic survey § Sales volume estimation § Consumer behavior understanding
Finalization of Strategy and Action Plan for Rural Initiatives: IBP Co. Limited
With the fast-changing scenario in retailing of petroleum products, petroleum companies are working hard on their marketing strategies. IBP has a vast network of rural retail outlets. It had initiated a process of developing its Retail Outlets as Highway-Clubs where provide all the important facilities to truckers. The study was conducted to identify products/services, which could be offered at these retail outlets as value added services, and to estimate sales projections for identified products/ services. On identifying products/ services, brands/ agencies were identified for franchisee tie-ups/ alliances. MDRA made a 3-D assessment of the potential by way of Market evaluation, Industry analysis and Retail Outlets' competency mapping. Based on this, a unique Rural Opportunity Index (ROI) was prepared at district and state-levels. |
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