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Final Project PSO
Uploaded by adeel on Jan 27, 2011
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ACKNOWLEDGEMENT
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“For whom who create us, fed us, brought us up and give us
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very thankfulto Mr.
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Mobin ul Haque at UMT
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Strategic Marketing Management
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Executive Summary
Home It is a detailed managerial report on Pakistan State Oil Lim
Project, we have studied company profile, Environment, Busin
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used by the company, SWOT analysis of the company, Social Resp
We have widely studied, their new launched product Gre
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Diesel, its technology, its benefits, its Strengths and weaknes
Books applied Balance Scorecard, Brand Report Card and we have also
& EFE by small survey and Customer Value Analysis
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Marketing Plan PSO (Green XL
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Century. Further, Asia Week has listed PSO in Asia’s largest 1000 com
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The Government of Pakistan (GOP) holds approximately 5
Pakistan State Oil Company Limited (PSO), including both direct ho
Federal Government and indirect holdings through GOP owned inst
long-term (22-30 year) supply contracts with IPPs to supply fuel oil.
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these agreements PSO now commands 85% market share of fuel oil. P
pursuing an aggressive marketing strategy by revamping its retail
concentrating on high margin products. In FY2003 a record capital ex
Rs 1.6bn (US$ 28m) was incurred primarily on New Vision retail
program
Vision statement
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Mission Statement
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development
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Lowest cost operations and assured access to long-term and c
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Products
Motor Gasoline
Kerosene
Furnace Oil
Lubricants
Fuel Oil
Target Market
The target market of PSO is the Industrial Segments of Pak
diesel vehicles.
Industrial Segments of Pakistan
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It encompasses all the Industrial Segments of Pakistan.
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Customers are catered to either through NotTender
Contract,
useful
or our
business relationships The major customers are Defence Pakist
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business relationships. The major customers are Defence, Pakist
SearchNLC,
OGDC, 80 million
Pakistan Steel
documents Mills,POF
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Wah,
FWO, KMC, KW
Operations
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Marketing Plan PSO (Green XL
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As80 amillion documents
progressive
company moving
Upload rapidly
EN towards in
enhancement, Operations is considered a key area especially in vi
huge infrastructure of 9 installations and 23 depots dotted across the
Karachi to Chitral.
To further improve operational efficiency and work envir
concept of Operation Quality Team (OQT) was introduced and imp
ensure ownership of responsibilities regarding cleanliness, repairs,
and health, safety and environment.
PSO is the only oil marketing company in the country
international surveyors for calibration of tank truck units at k
locations. The calibration is carried out as per API standards and
safety stickers having hologram and bar coding.
Four storage tanks of 25,000 tons each at Keamari have been
and radar gauges installed on 34 tanks nationwide to minimize stock
the remaining key installations/depots are also in the process of be
equipped.
In order to further rationalize operational resources, the com
down its operations at Morgah and Khuzdar depots. To ensure imp
HSE standards at installations/depots, several HSE (Health,
Environment) equipments have been installed to periodically m
performance.
For the first time in Pakistan, two tanks of 30,000 tons storag
installed with floating roofs. These have been dedicated to Bosicor
receipt of Crude was taken successfully on August 21, 2003.
In FY04, an agreement was signed This
with document
Bosicoris...for effective
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Naphtha at Keamari Terminal - "B" and Tank Truck Crude O
Z lfi b d Oil T
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Zulfiqarabad Oil Terminal for Attock Refinery Limited (AKL)
Search 80 million documents Petroleum,
agreement was signed with British Upload which
EN
would genera
earnings for the company.
Market Share
Despite a substantial volume drop in Fuel Oil by 2.8 m
i.e. 43%, PSO retained its market leadership and sold 8.7 million
Strategic Marketing Management
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Distribution
PSO, being a flagship company, carries a strong and wide logi
to cater 68% of total country's demand of POL products timely an
from Karachi to the remotest areas of the country, through 29 st
spread throughout the country. At present, most of the POL product
carried through self-owned and outsourced tank Lorries and rest t
wagons and pipelines. Recently the adequate availability of alternate
has drastically reduced the demand of Furnace oil by 50%, which ha
surplus fleet of tank Lorries and tank wagons.
PSO has vast infrastructure of 9 installations and 23 depots fro
Chitral and a supply chain supported by 8,500 strong tank-lorry fle
railway wagons.
Pricing Strategy
The oil marketing companies are operating in Pakistan und
Thismatters
mechanism provided by the government. All documentrelating
is... to oil, g
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CNG, LPG & LNG and minerals at the national and internationa
pricing of all kinds of petroleum and petroleum products are under
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pricing of all kinds of petroleum and petroleum products are under t
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Ministry ofmillion documents
petroleum
and Natural Upload
Resources(Govt.
EN
of Pakistan)
Key Competitor
S. Compan Number of Outlets
y
1 Shell 1200
2 Total 800
3 Caltex 370
4 Attack 75
PSO 4400
Shell and total 2000
Caltex and attack 445
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Promotion Strategy
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Search 80
Demand &million
Growth documents
Rate Upload EN
Marketing Plan This document
PSOis... (Green XL
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Like PSO's other products, Green XL Plus Diesel will make
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fromSearch
Karachi to Khyber because the company will be distributing this
80 million documents Upload EN
through to the entire network of its retail outlets so that the benefits
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Buyer Utility Map 21/46
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Buyer Utility Map
The Six Stages of theUpload
Buyer Experience Cycle
Search 80 million documents EN
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46% Decrease
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Environmental
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The above Utility Map shows the PSO has added three new uti
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the same stage by launching Green XL Plus Diesel;
The PSO has targeted the largest segment in the oil industry
group of people lies in the diesel market, so PSO has brought innov
speed diesel by understanding the price sensitive people who comp
Same Form Same Function The company has targeted the people o
is using diesel for transportation and to get the competitive edge c
introduced Green XL Plus Diesel at the price high speed diesel Rs 26.
The Business Model Guide This document is...
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6
7 The
The brand
brandsportfolio
make useandofhierarchy makes sense
and coordinate a full repertoire of mark
activities to build equity
8 The brand managers understand what the brand means to consumers
9 The brand is given proper support and that support is sustained ove
long run
10 The company monitors sources of brand equity
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Strategic
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Porter Analysis
Competition New Entrants
The market share of PSO has reduced from 74% to 68% by the
This document is...
of TOTAL OIL Company in the recent years. In 2005, Ash Dat Oil
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also commencing its business and certainly it will cater some mark
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Strategic Marketing Management
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SWOT Analysis
Strengths
Management (People)
Storage capacity
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PSO is the largest Oil Marketing Company in Pakistan wi
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Distribution fleet
I t lF
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UsefulManagement
Strategic Marketing Not useful
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Availability
PSO has extensive storage capacity, almost 81% of total nat
i.e. around 860,000 metric tons. And, PSO has a large number of outle
around the country to ensure availability to all part of the country.
Engine Life
Environmental Friendly
Cost Effective
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Cost Effective
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EN Upload
By the launch of Green XL Plus Diesel PSO is offering its cus
productivity and Ethyl Technology has decreased maintenance ex
engine.
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Extra Services
In a high competitive market customer always
maximization. So, to meet the expectations of the customers, compan
to extra benefits and services to its customers. PSO is also offering
benefits and services to its customers. Stop-shops, e-marketing place,
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Debt cards, Kissan Cards New Vision
Station
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Not useful
benefits.
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Attributes Weights
Availability 0.30
Engine Life 0.20
Cost
ExtraEffective
Services 0.20
0.15
Environmental friendly 0.15
Total 1.00
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Search 80 Plan
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Financial Results
PSO’s sales revenue during FY04 stood at Rs. 195 billion.
massive decline in FO sales volumes to the tune of 2.3 million tons,
earned an all-time record profit before tax of Rs. 6.3 billion, while pr
This document
rose to Rs. 4.2 billion, up by 4.5% from prior is... the comp
year. Had
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same FO volume as in the preceding year, it would have recorded m
revenue as well as profits
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revenue as well as profits.
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Based on thisdocuments performance,
remarkable Upload company
the EN
announce
preceding year.
The total cash payout comes to an unprecedented amount of R
as compared to the preceding year’s cash payout of Rs. 2.7 billion (an
Rs.300 million). The Board of Management recommended that the
Rs. 4.2 billion earned during FY04 along with the un-appropriated p
million brought forward from the preceding year be appropriated.
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Bibliography
Mr. Wajahat Ali Syed Sales manager PSO Lahore,
Mr. Waleed Khalid Sales Officer Industrial Consumer
Mr. Syed Shafqat Raza Bokhari Terminal Manager and Account Of
Annual Report 2004
http://www.psocl.com/aboutus/mission_statement.asp
http://www.mpnr.gov.pk/introduction.php
http://www.psocl.com/customer_services/industrial_consumer.asp
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Related Interests
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PSO project Strategic Marketing Pso Research PSO Final Report 48486503-PSO P
UPLOADED BY & Planning -… Report UPLOADED BY UPLOADED BY (
Nadeem UPLOADED BY UPLOADED BY Adnan Ahmed umair feroze U
Ali Ahmed kashanpirzada
Population Growth Equal Employment Project Energy PEL Project Marketing Strategy K
and Its Problem Opportunity Drinks UPLOADED BY of TAPAL M
UPLOADED BY UPLOADED BY UPLOADED BY adeel UPLOADED BY U
adeel adeel adeel adeel
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