Marketing Coordinator - Lubricants

Pakistan State Oil Company (PSO) - Brand Brigade

Public Company; 1001-5000 employees; Oil & Energy industry

June 2012 Present (1 year 3 mon ths) Karachi

Working as a part of Lubricants Marketing team under the supervison of Marketing Manager PSO Lubricants Directly reporting to Brand Manager of Blaze and Generator Oil - Blaze 4T 360 Degree Campaign (May-June, 2013) Interviewing potential candidates for activation Close coordination with vendors of POS material Coordinating with BMs in identifying major MCO markets across Pakistan Blaze 4T sales analysis - Mobile Publicity Unit - MPU Campaign Reviewing performance of MPU - South Region Managning promotions for MPU. North, South and Central region Weekly analysis of MPU performance. North, South and Central region Back checking activity - Training & Merchandising at Retail Forecourts Developed a complete training plan for merchandisers Analysis of reports on daily basis (Karachi, Lahore & Islamabad) Managing promotions Developed planogram for all lubricant brands Managing the project as a whole

Functions of Lubricant Marketing Department launch and re launch of the Products they market the product through se

Subiha Shakil
Sr. Executive Marketing, Lubricants at Pakistan State Oil Company (PSO)
Current Brand Manager - Motor Cycle and Generator Oil, Lubricants atPakistan State Oil Company (PSO)

Specialties On ground Activation Strategic Alliances Product Development & Operations Product Launch and Re-launch Sales Management Feasibilities and Analysis

Brand Manager - Motor Cycle and Generator Oil, Lubricants

Pakistan State Oil Company (PSO)
Public Company; 1001-5000 employees; Oil & Energy industry

June 2011 Present (2 years 3 months)

Sr. Executive

Pakistan State Oil Company (PSO)

Public Company; 1001-5000 employees; Oil & Energy industry

October 2010 June 2011 (9 months)

- Responsible for constant monitoring of the shifts in retention management, revenue patterns and devising and aligning incentives and offers accordingly - Developed product concept and launched co-branded card of PSO with United Bank Limited thereby gaining experience of managing ATL and BTL activities and formulation of marketing plan - Re-launched PSO Privilege Loyalty Card and brought on-board Loyalty Program initiatives. Maintained commendable working relations with the dealers and ensured on ground visibility at retail outlets & at merchant level - Launched various consumer promotions targeted at generating trials, increased brand awareness, stimulating sales and support stagnating markets - Worked on indentifying and developing trade channels - Developed sales strategy for the co-branded credit card, responsible for achieving Sales Targets for PSO Prepaid Card & Non PSO Cards (Mobilink Indigo Reward Card, PSO-UBL Roadmiles Card, Credit Card business Oil ) - Responsible for merchant acquiring business, thereby, reducing cost of doing business by bringing work efficiency and re-engineering existing procedures - Organized and conducted trainings for PSO Customer Services (Call Centre) and Sales team related to Product Information, Re-launch and Customer Dealing - Managed Corporate Affairs as Assistant Company Secretary - Developed strategic plan, worked on Business Continuity Plan and Whistle Blowing Policy - Worked as a member on Corporate Social Responsibility activities

PSO Gas Engine Oil Seminar In view of current scenario of severe energy crisis and increasing cost of power generation, all small to large scale industries in Pakistan have reduced their dependency on the fuel oils. The power driven industry is switching their fuel oil need to natural gas; comparatively a cheaper source in Pakistan. Increasing population of Gas Engines has created intense demand of Gas Engine Oils. To strive to get to the future first, PSO launched its Gas Engine Oils and is now making efforts to gain market share. With the intention of taping more market share, a joint effort was initiated for Karachi and Hyderabad market by our Consumer Business Divisions. In support of sales teams a seminar was conducted by Lubricant Technology Department in PSO House on June 10, 2009. Presence of key opinion leaders of the market like Al-Karam, Lucky Textile, Banero, Fateh, Dewan, Liberty, United, Gulistan Power and many other Gas Engine users, made the event a huge success story. This not only rendered the event a remarkable endorsement but also brightened the opportunities for PSO to gain market share in this new product line of Gas Engine Oils. The articulate presentations on PSO transformation by Mr. Zulfiqar Ali Jaffri, Consumer Business Head, Product Technical Presentation by Mr. Mohammad Ali of Lubricant Technology Department and Mr. Irfan P. Butt of Lubricant Sales and Marketing Department along with respective Sales Team of Karachi and Hyderabad Divisions were highly appreciated by the participants. Sales Team Leaders Mr. Anis UlRehman of Karachi and Mr. AbdurRahimUrsani of Hyderabad Divisions were also appreciated. The key element of this event was the synergy and marketing strength provided by our Trader cum business partner M/s. Al-Ameen Trading Corporation (Pvt.) Ltd. without their support the event would not have achieved the desirable success.

Secure code PSO has once again taken a big leap in the field of lubricants, by introducing the latest, technologically advanced and state-of-the-art anti-counterfeit solution (Lubricant security feature) with each retail size pack of lubricants. This anticounterfeit solution has been named Secure Code. PSO has introduced first of its kind Lubricant Security Feature in small packs of lubricants. A 16-digit secure code is printed on rear label of cans for which a logo for Secure Code is also introduced on front side label. To confirm the high quality of PSO genuine product,you will scratch the label to unveil the 16-digit secure code and SMS the same to 5454. You will get a confirmation SMS accordingly ensuring that the purchased product is high quality PSO lubricant. With this feature we hope to enhance your satisfaction and build confidence in using PSO Lubricants.

Pakistan State Oil continuing its thrust towards lube sales promotions, organized a series of Lubricant Sales Mela in both the South and North retail regions. This is in pursuit of the aggressive lubricant sales and marketing strategy planned to achieve the number one position in Pakistans lubricants market. The Objectives of Lube Sales Mela were to:

Promote PSO Automotive Lubricants Brands Generate trials of PSO Lubricants Increase sales of lubricants at Retail Outlet forecourts

Recently Lube Sales Mela were organized at Retail outlets in Karachi, Hyderabad, Sukkur, Islamabad, Lahore and Multan. Telenor mobile phone scratch cards were distributed as giveaways and special discounts were offered on purchase of selective grades of Carient and DEO series. Nokia Mobile Phones were also awarded through a lucky draw. The discounts on different packs were Rs.25 on 1 liter packs, Rs.75 on 3 liters pack, Rs.100 on 4 liters and Rs. 250 on 10 Liters lubes packs. The Lube Sales Mela turned out to be a marvelous event, marked by festivities at the Retail forecourts where people were enthralled by the illuminated outlets, joyous music and most of all, free gifts and candy being doled out with purchases of PSO lubricants. The PSO Internship Program for Fall-2011 was also underway at the same time. And this was an excellent opportunity for PSO to develop a long-term association of these interns with the PSO Automotive Lubes Brand. The Lube Sales Mela at various Retail forecourts has been highly beneficial in communicating a dynamic and customer friendly image of Pakistan State Oil.

Divisional Manager of PSO said that: the marketing department within our organization serves as front line fighter to their competitors. Without it they can not project and introduce new products. So it should be proactive and customer focussed. You have product and you are unable to sell it if you do not market it. Therefore, we can say that marketing department plays a vital role in the profitability of an organization. The main objective and of PSO marketing department is to continuously upgrade their products their presentation to keep the customers fully satisfied. The new plastic drums are specially designed to withstand tough handling conditions especially during transportation which is subjected to continuous vibration and high axial force. Moreover, the single mould design of these drums makes virtually leak proof. The marketing department of PSO also keeps in mind the current state of technology i.e. they make their strategic plans according to the latest technology e.g. now they have launched their petrol pumps on the new vision.

Marketing departments

Retail
The basic concern of this department is with petrol pumps. To enhance the sales of petroleum products in already existing petrol pumps and to install new one are its major objectives .It gives certain targets to outlets dealers (owners) which they have to achieve in a certain time period. The 3805 outlets all across the country are supported by storage depots which are being facilitated by the product movement through tank lorries, railway tank

wagons and pipelines. The major policy of this departments these days is the new vision program of outlets .It makes the decision of new vision on the basis of some factors like location of outlets, potential of sales area, existing sales, competitors strong hold etc. There are three ways to bring the outlets in new vision. These are:

100% contribution by company 50% contribution by company 100% contribution by dealer

Being the government organization, previously there were restrictions on new visions of outlets but as Shell International initiated this policy, it became a necessity for PSO to take this step. So the retail department is actively participating in distribution, storage and in new vision programs.

Lube sales and Agency trade Department

This department is concerned for making agreements of manufacturing and marketing the lubes. PSO has maintained International standards of its lubricants. It has a technical collaboration with Castrol, England. Lubricants are locally manufactured. PSO has 10 blending plants; 3 in Karachi, 1 in Lahore and 5 blending plants are affiliated. Marketing of lube oils is done through agencies and petrol pumps. Major products being marketed are diesel lube, CR 40 and GTX.