STUDY OF DORMANT CUSTOMER

STRATEGY IN BHARAT
PETROLEUM CORPORATION
LIMITED’S
“SMART FLEET CARD”

PRESENTED BY
JITENDRA KUMAR
06MBA029
 COMPANY PROFILE
 A PUBLIC SECTOR COMPANY ESTABLISHED IN 1860.

 ONE OF THE NAVRATNA COMPANIES.

 SECOND LARGEST OIL COMPANY IN TERMS OF MARKET SHARE.

 INTRODUCED LPG AS ACOOKING FUEL IN INDIAN MARKET.

 HAS A TURNOVER OF MORE THAN RS.330 BILLION.

 COMPANY IS HAVING THE MOST MODERNIZED RETAIL NETWORK

IN INDIA.

 INTRODUCED SMART FLEET CARD FOR THE FIRST TIME IN INDIA.

 OBJECTIVES

 Major causes of dormancy of the customers.

 To analyze if the dormancy could be removed.

 To study how to remove the dormancy of the customers.

 To study customers views.

 RESEARCH METHODOLOGY

 Primary data
Questionnaire
Data collection:-Random Sampling
• Secondary data
Files and records of marketing department.

Interviews of the dormant customers and discussion with them.

Observation.
• Sample size
212 customers were surveyed from eight different areas of Mumbai.
• Area of work
Vasi ,Sanpada ,Turbe , Nerul ,Panvel ,Kolamboli ,Bhiwandi ,Thane
 LIMITATIONS

 Time provided to collect the data from all the customers of the area
specified was not enough.

 Most of the customers (Transporters) were not having time for interaction
with us .

 Some of the customers were hostile about the “Smart Fleet Card”.
 FINDINGS
 74% of the customers were aware about the Smart Fleet Card features and26%
were not aware about the card.

 Reliance petroleum is the main competitor of the BPCL at the market place .

 50% of the customers preferred cash to the card for a number of reasons.

 Lack of communication between the customers and the officials of the company.

 Most of the customers wanted the “Credit card”.

 Only 42% of the total customers were satisfied with the card .

 Some of the customers were not alive ,some lost their card and some with other
problems were dormant.
 RECOMMENDATIONS

 Marketing executives should give more time to the customers and visit them at
least once in a month.

 Proper quarterly training should be provided to the staff about the recharge or
reload in the card .

 Customers wanted the quick reward.

 Route list should be provided at al the filling stations of BPCL.

 Proper parking facility should be provided at the petrol pump.

 Up gradation in the equipments used .