S Radhakrishnan, director (marketing), BPCL said that the most important brand building challenge for the company were hereditary, product offering, service and the environment issues. In an attempt to connect to customers, BPCL introduced petrocards and opened non-petroleum retail outlets in and outside its petrol pumps. "There was a need to differentiate BPCL from the competitors. While recognising the trend towards premium petroleum products, the company achieved this by introducing Speed. The company
