Presented

By:

Daniyal Hafeez
M14BBA044

Habib Mahmood
M14BBA066

Wajid Yaseen
M14BBA046

Presented To:

Mam Mahwish Khan

Dedication
We

want to dedicate our Presentation to

our Teachers, Parents, PSO officials who
provided us the information about their
Organization. Also the West Indian
Cricketers who entertained us a lot during
the preparation of this Project.

Company Profile

Pakistan State Oil is a Karachi-based Pakistani stateowned multinational petroleum corporation.

Involved in marketing and distribution of petroleum

products.

It has a network of 3,689 filling stations.

3,500 outlets serve the retail sector and 189 outlets serve
bulk customers.

History Background
January 1, 1974
ThefederalgovernmenttookoverthemanagementofPNO(PakistanNational
Oil)andDPL(DawoodPetroleumLimited),renamedintoPOCL(PremierOil
CompanyLimited)undermarketingofPetroleumProducts(1974)
June 6, 1974
The government incorporates Petroleum Storage Development Corporation PSDC
August 23, 1976
PSDC renamed to State Oil Company Limited (SOCL)
September 15, 1976
The Government purchases ESSO undertakings, vests their control in SOCL
December 30, 1976
The Government merges PNO and POCL into SOCL (State Oil Company Limited)
and renames it Pakistan State Oil Company Limited (PSO)
1999 - Now
The new vision program is launched with the new logo of PSO.

Vision

To excel in delivering value to customers as an

innovative and dynamic energy company that
gets to the future first.

Mission

We are committed to leadership in energy market through

competitive advantage in providing the highest quality
petroleum products and services to our customers,

Professionally trained, high quality, motivated workforce,

working as a team in an environment, which recognizes
and rewards performance, innovation and creativity, and
provides for personal growth and development.

Lowest cost operations and assured access to long-term

and cost effective supply sources.

Sustained growth in earnings in real terms.

Highly ethical, safe environment friendly and socially

responsible business practices.

Values

Excellence

We believe that excellence in our core activities emerges from a passion for satisfying our
customers' needs in terms of total quality management.

Cohesiveness

We endeavor to achieve higher collective and individual goals through team.

Respect

We are an Equal Opportunity Employer attracting and recruiting the finest people from
around the country. We value contribution of individuals and teams.

Integrity

We uphold our values and Business Ethics principles in every action and decision. Professional
and personal honesty, dedication and commitment are the landmarks of our success.

Innovation

We are committed to continuous improvement, both in New Product and Processes as well as
those existing already.

Corporate Responsibility

We promote Health, Safety and Environment culture both internally and externally.

Key People

MD & CEO

Mr. Sheikh Imran_ul_Haque is the MD & CEO of the

company.

A magna cum laude Mechanical Engineer graduate with

Master of Science in Industrial Engineering

CHAIRMAN

Mr. Sohail Wajahat Siddiqui is the Chairman of Pakistan

State Oils Board of Management.

Marketing

Putting the right product in the right place, at the right

price, at the right time.

It's simple! You just need to create a product that a

particular group of people want, put it on sale some place
that those same people visit regularly, and price it at a level
which matches the value they feel they get out of it; and do
all that at a time they want to buy. Then you've got it made!

Marketing Measures of PSO

Marketing

Mixes

4PS
Marketing
Boston

segmentation

Consulting Group Approach

4PS Concept

The marketing mix comprises of the following:

Product

Place

Price

Promotion

Products

A companys portfolio of products makes up its product mix.

Within this mix are Product lines which are closely linked
groups of products. These may offer the same benefit or
have shared characteristics. A product line is made up of
product items which are individual units that have unique
appearances, functions or price points.

Each product item will have three main elements that need
to be focused on. These are the brand, the packaging, and
the associated services.

Retail Fuels

PREMIER Xl: improved fuel flow in the engine, which in

turn boosts combustion efficiency.

PSO Green XL Plus Diesel : PSO Green XL Plus Diesel is

a differentiated diesel product. Green XL Diesel has a
special additive Greenburn which has Diesel Fuel Additive
and Combustion Improver

Gaseous Fuels

CNG and LPG have become The Fuel for the automotive
sector due to their price competitiveness and are slowly
and gradually replacing conventional liquid fuels. In order
to actively participate in ventures related to CNG and LPG,
a separate segment for Gaseous Fuels was formed in
2006.

CNG: PSO was the first Oil Marketing Company to

commission CNG facility in January 1996. There are 257
PSO CNG stations.

LPG : We are in the LPG business since 1981 and the past
25 years have seen the company evolve itself as an
important player in the LPG domain. We supply LPG
product in all corners of the country through a web of
distributors with the brand name Pak Gas

Lubricants

To cater to all kinds of lubricants customers, including

automotive, hi-street and industrial consumers by meeting
the national demand through products of international
standards, PSO has set up a state-of-the-art Lubricants
Manufacturing Terminal (LMT) at Korangi Industrial Area in
Karachi.

Lubricants

Blaze 4T

Carient Series

Deo series

4 Stroke

Generator Oil

Gear Oil

Price

After product, pricing plays a key role in the marketing mix.

The reason for this importance is that where the rest of the
elements of the marketing mix are cost generators, price is
a source of income and profits. Through pricing, the
organization manages to support the cost of production, the
cost of distribution, and the cost of promotion.

The obvious pricing objectives of PSO are

Maximization of Profits

To achieve the target return and targeted sales

Maintain the Market share

Promotion

PSO promotes it products through various promoting techniques

Personal selling

Direct marketing

Promotion

Advertisement

Public Relations

Sales Promotion

External Communication

Events And Exhibitions

T.V Advertisement on different channels

Bill boards almost in every big city

Place

In the marketing mix, the process of moving products from

the producer to the intended user is called place. In other
words, it is how your product is bought and where it is
bought. This movement could be through a combination of
intermediaries such as distributors, wholesalers and
retailers. In addition, a newer method is the internet which
itself is a marketplace now.

BCG Matrix:

The BCG matrix categorizes brands according to two

parameters, the rate of market growth and the relative
market share. There are four categories under which
brands may fall:

Star: High market growth & high relative market share.

Cash Cow: Low market growth & high relative market

share.

Question Mark: High market growth & low relative market

share.

Dog: Low market growth & low relative market share.

Growth Matrix Of PSO

Consumers

Customers of PSO are highly affected by the quality of

petrol and Lubricants in good terms.

They have normally high incomes.

Their behavior is Variety Seeking Buying Behavior.

The factors are influencing the consumers are following:

Consumers
15%

35%
15%

10%
25%

Own Experience

Family &Friends

advertisement

contractor

pump outlet

SWOT Analysis
Strength

Weakness

Large numbers of

Magnitude of loss is bigger

Depots/Installations

Financial problems

Big market share

CNG unavailability at most of

Competitive advantages in

Plastic cards, Pumps

availability and ATM

the outlets

SWOT Analysis
Opportunities

To increase more retail

outlets.

They can explore the nonretail fuel market to

increase there profitability.

To expand the ATM

service at outlets

Threats

Existing competitor

New licensed emerging

competitors

International canned

lubricants

Rising oil prices

Conclusions

Pakistan State Oil has earned a big oil marketing company

but due to certain reasons.

The manager of the company brought some changes in it.

As we have seen that these changes proved very fruitful in

the way to development and increasing the market share
and profitability of the company.

So, one can say that the turn around strategy of Pakistan
State Oil was very effective.

This strategy was implemented effectively and positive

results were achieved.

Every strategy has its pros and cons but ignoring the
weaknesses the overall strategy was a success for
Pakistan State Oil.