Abstract:
The issue of ineffectiveness of lubricant at retail outlets is being faced by many organizations except for a few, such as Shell who sell their non-fueling products at their petrol pumps and/or retail outlets. Therefore we intend to find the gaps which affect the effectiveness of lubricant sales at petrol pumps. We conducted a survey for this pupose to find out the consumer insights about what they think and what they want so that they go to retail outlets for oil change of their car’s engine. We found that 77% consumers emphasize on quality of the product, while 55% said advertisement plays a vital role to increse the effectiveness of lubricants in petrol pumps. Most consumers voted for environment that the layout of the petrol pumps, especially the oil change area could influence their preferences. We analyzed and discussed the different strategies of the competitors who are the market leaders of the lubricants namely Shell, ZIC and Caltex. These competitors work tirelessly on their promotional activities and always try to engage the customers with different promotions and retail activities, or by giving gifts aways to potential customers. Total Paroce should also try to make their layout more comfortable and attractive. We also found out that there are many gaps in the current strategies of Total Parco Pakistan Limited, especially that they are lacking in advertisments, nor do they have any promotional activity for their customers or for their dealers. We have suggested and recommended different strategies to increse the effectiveness of lubricant sales at petrol pumps. They should frequently run advertisements on different channels, should start reward program for dealers, and change the layout of the oil change area as well. This project will not only help Total Parco Pakistan Limited to increase and improve the effectivenes of lubricants in petrol pumps but also help all those organizations who would be facing the same problem.
