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Retail Fules |
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The transformation from orthodox bureaucratic style of management to a more progressive and professional approach has positively impacted on the Retail marketing of the company.
In the pre-transformation phase, PSO, due to the increased marketing activities of its main competitor Shell was struggling to maintain its market share despite a strong distribution network. Similarly, Caltex also started to project its new “A star is born” image, which further dented PSO’s market share in the industry. In order to counter the marketing activities of the competitors, a need for a complete revamp of PSO's marketing activities arose, which led to the inception of the New Vision scheme.
To create a new company image through high quality service and customer care, the old PSO logo was redesigned along with the retail outlet specifications, which redefined the PSO stations as state-of-the-art New Vision facilities. One of the most important tasks accomplished during the initial period of transformation was to inculcate the significance of information technology amongst the employees.
All the division offices and retail outlets across the country are now linked to the head office through a number of state-of-the-art technical solutions, which include SAP Launch and Online Order Management System. Others such as the Retail Automation Program, Price Changing Units, Automated Tank Gauging System, Vehicle Identification System and Field Automation are in the pipeline.
Since the inception of New Vision scheme, PSO's image and sales trend have been on the rise. Apart from the New Vision, the concept of Company Owned and Company Operated (CoCo) sites was launched in order to provide the best quality service at the PSO retail stations. The idea was to make these stations the flagship sites under the company's maximum supervision and intense scrutiny to maintain the highest level of operational efficiency, service and customer care.
In order to communicate the idea of New Vision to the customers, specially-designed sales promotional campaigns were launched. These campaigns, covering the electronic and print media, not only promoted the new brand image but also played an important role in rebuilding loyalty amongst the consumers. |
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