Indian Oil charts out marketing push

Indian Oil Corporation (IOC), the largest retailer of automotive fuel in the country, has chalked out an aggressive marketing strategy to face the rising competition in the segment. The fresh strategy includes launching of 'branded petrol' stations and changing the visual identity of the outlets.

IOC is planning to launch 1,000 extra branded retail outlets by September-end. "Quality of fuel, quantity and services at these outlets would be certified by renowned international agencies," said N G Kannan, managing director, IOC. The company plans to take its total retail outlet strength beyond 10,000 by the year-end from the present 9,155.

The oil retailer is also changing the visual identity of its petrol stations to 'orange and blue' combination from the current rainbow colours. The new colour scheme is aimed at giving the outlets a distinct identity.

Kannan said IOC's retail push not only includes constant monitoring of fuel quality and service at pumps, but also a new visual identity which would help them stand apart from the competitors.

To create a barrier for new players, the company has engaged the services of two advertising agencies to create a separate branding strategy for retailing oil and LPG.

The company's project to revamp the existing retail outlets under the sub-brand, IndianOilXtra, includes upgrading the outlets and providing additional facilities to customers.

Kannan said the company, along with the 3,000-odd petrol stations of its subsidiary IBP, commands a market share of 57 per cent.