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Case Studies and Management Resources
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The store, offering eatables, soft drinks, stationery, newspapers, magazines, frozen foods, light bulbs audio cassettes and CDs, came as a pleasant surprise for Indian consumers. By mid 2001, petrol pumps at almost all major locations in the metros had set up retail outlets. However, BPCL was reported to be much better positioned than its competitors, Indian Oil Corporation (IOC) and Hindustan Petroleum (HP) to meet the MNC onslaught after deregulation. BPCL was also reported to be fine-tuning its marketing and retailing strategy.
The BackgroundBPCL's history dates back to 1951, when the Government of India entered into an agreement with the UK based Burmah Oil Company and Shell Petroleum Co. (Burmah-Shell) for establishing an oil refinery in Bombay. In 1952, this agreement led to the incorporation of Burmah Shell Oil Refineries Ltd. In January 1955, the refinery at Bombay went on stream, and in 1962, the refinery started processing crude oil from Ankleshwar in Gujarat. In December 1975, following the passing of 'The Burmah-Shell (Acquisition of Undertaking in India) Bill,' the Government of India signed an agreement with Burmah-Shell. Subsequently, the government took over the operations of the company and changed its name to Bharat Refineries. |
Initially, the company sold only kerosene, but later it set up service stations to sell petrol as well. Bharat Refineries became the first Indian company to introduce LPG for domestic cooking purposes. In January 1976, the Government acquired 100% shares in the company, and in August, 1977, the company's name was changed to Bharat Petroleum Corporation Ltd. (BPCL). The economic reforms of 1991 paved the way for major changes in BPCL. The company entered into marketing contracts with Indo-Burmah Petroleum (IBP), Madras Refineries Ltd. (MRL) and Cochin Refineries Ltd. (CRL).
In 1992, the government disinvested 30% of its stake in BPCL in favor of financial institutions and mutual funds. The Rs 10 share created a record on the bourses when it opened at Rs 1,275, the highest ever opening among public sector companies. In 1993, BPCL tied up with its erstwhile partner Shell, to form Bharat Shell Ltd. (BSL), with the latter having a 51% stake. In 1994, BSL launched lubricants under the Shell brand. These were marketed by BPCL as well as BSL.
Case Code : MKTG016
Themes: Retailing
Case Length : 6 Pages
Period : 1995-2001
Organization : BPCL, IOC
Pub Date : 2001
Teaching Note : Available
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