GAP analysis in Retail

Petroleum Industry

Submitted
By:
A.J.Sharma
Chandan
Kumar
Diptendu Dey
L.K. Gupta

Retail Petroleum Industry

of India
Petroleum retail sector is one of the largest segments of the
industry .
Petroleum retailing industry in India faces significant challenges
and is forced to adopt new and innovative strategies.
GOI on April 1, 2002, opened up retail marketing to private and
foreign companies.

Petroleum retailing is a retailing of product and service.

Change of focus of oil marketing companies.
The new look petrol pumps, apart from dispensing fuels; now offer
the best of retail chains providing a value added service to busy
consumers.

Retail Petroleum Industry

of India
Consumer is becoming more and more demanding.
Quality & Quantity assurance
Quick filling and efficient forecourt service
Rewarding loyalty
Premium fuels
Cashless transactions
Non-fuel services
Loyalty programs
Smart Fleet (BPCL)
Xtrapower (IOCL)
Drivetrack (HPCL)
Transconnect (Reliance)
Petrocard (BPCL)

Studying GAP 4:
Sample
GAP 4 : Communication gap, when promises do not match
performance.
The communications that are made to the customers:
Quick filling time of not more than 10mins and quick billing.
Solving other problems which are non-fuel like brake fluid check,
tyre check, battery check, windshield wiper check.
Personal attention to the customers.
Round the clock operating hours.
Understanding specific needs like the correct quality and
quantity.
Standard service across all pumps.
Analysis of Customers : 150 Samples
Analysis of Employees : 30 Samples
Companies Considered for Analysis

IOCL

HPCL

BPCL

Studying GAP 4:
Analysis
Analysis: Customers

Analysis: Loyalty
Program

Additional
Benefits
Redemption
Payment
Rewards
Catalogue
User Platform

Filling Time
Billing Time
Problem Solving
Personal
Attention
Specific Needs
Convenient
Operating Hours
Proper
Operations
Information
Access
Service Quality

Analysis: Employees

Filling Time
Billing Time
Customer
Oriented
Personal
Attention
Uses of Card
Card Complain
Hoarding
Company
Operation
Scheme Info
Role of Employee
Special Training
Service Standard

Studying GAP 4:
Analysis
Results after Factor Analysis
Analysis:
Customers

Prompt
Service

Analysis: Loyalty
Program

Analysis: Employees

Returns

Prompt Service

Value for money

Personalized service

Card convenience

Convenience

Operations

Proper
Operations

Scheme

Role

Personalized
Service

Recommendatio
ns
Reducing billing time by using computerized hand held devices.
Training the pump attendants.
Customer involvement by rolling out new promotional campaigns.
Clear demarcation of responsibility of the pump attendants.
Rewards catalogue of the loyalty cards should include more
attractive gifts.

THANK
YOU