Small stations take the initiative to grab the market and gain a foothold to ensure the share; Give play to the core competitive advantage of fuel card, so how to market refined oil?

First, retail customer categories and customer marketing strategies

According to the use of vehicles and machines, the retail customer management information system divides customers into five categories: official vehicles, domestic vehicles, operating vehicles, non-vehicle fuels and construction machinery.

Operating vehicles account for 52% of the demand, and the proportion of official vehicles and family vehicles is 27% and 12% respectively.

It can be seen that three types of customers, namely, operating vehicles, official vehicles and household vehicles, are the demand subjects of the refined oil market.

According to customer demand preference, customers can be divided into four types: service preference customers, price preference customers, convenience preference customers and brand preference customers.

Second, the application of marketing strategy

The core marketing strategy of refined oil retail market is customer-centered differentiated marketing.

The implementation of differentiated marketing strategy has two meanings: First, the same marketing measure is differentiated in different markets, different customers and different competition stages.

Second, in the same market stage, adopt diversified marketing methods to meet the different needs of customers and implement all-round marketing.

(A) the marketing strategy of network marketing

The expansion of market share is mainly achieved by increasing the number of networks and improving network coverage.

Practice has proved that the key areas of network development are expressways and their entrances and exits, urban areas and county towns.

Brand marketing.

Mainly through the image transformation of gas stations, media brand promotion, improving service quality, service connotation and other means to enhance brand competitiveness, and then consolidate and enhance market share.

Policy marketing.

Mainly by strengthening the relationship with functional departments, one is to crack down on counterfeit stations; The second is to crack down on illegal websites; The third is to clean up the mobile oil tanker.

Use functional departments to rectify and standardize the market.

Price marketing.

The more mature the market economy is, the lower the profit rate of customers, the stricter the cost control and the more sensitive it is to oil prices.

Among all marketing elements, price is one of the most effective means.

Four in one marketing strategy.

? Four in one? Is it oriented to meet the needs of customers, and is it integrated with the help of the favorable position, network advantages and customer resources of the oil market? Refined oil business, non-oil business, fuel card business and self-service refueling business? One-stop service marketing strategy integrating four major businesses.

Cross marketing.

Through the integration with the sales channels and customer resources of large communication enterprises and department stores, we can achieve a win-win situation.

(2) Specific measures of price marketing: preferential points for fuel card.

Good concealment, the price of the tanker remains unchanged in actual operation, and the customer signs an oil purchase agreement with our company privately, which is difficult for competitors to detect and copy, and can be obtained in the competition? First-hand advantage.

Strong pertinence and high efficiency.

For price-sensitive customer groups, differentiated pricing can be realized, with one policy for each household.

Therefore, in increasing sales and coping with competition, the cost is the lowest and the efficiency is the highest.

Peer competition? : peer-to-peer? The competition adopts the way of reducing the price of the tanker, which has a big loss and a strong stage.

What are the main objectives? Promote talks by fighting? Forcing opponents to abandon the low-price policy, and * * * pushing up prices to stabilize prices; Increase market share from competitors.

? Point to point? There are three kinds of competition: one is small and wide.

Second, the two stations are evenly matched.

The third is to beat the small with the big.

Machine small batch delivery: make up for the blank of direct selling market.

The sales target of the machine delivery small distribution station is the diesel customers that can't be covered by the existing account managers in the commercial and passenger transport departments.

Such as rural oil sales points, small social institutions, fleets with oil storage tanks, construction sites, factories and mines and other customers.

Flexible pricing, usually the lowest price is slightly higher than the current direct wholesale price, but not lower than the regional transfer price.

Oil non-mutual promotion: Oil non-mutual promotion organically combines customers' oil demand and non-oil demand. Oil sales create opportunities for customers to stop spending, and non-oil business meets customers' convenient service needs, and the two promote each other.

In order to strengthen the effect of non-mutual promotion of oil, certain oil or non-oil concessions can be supplemented according to the needs of competition.

In principle, every gas station with a convenience store can realize the non-mutual push of oil.

In the implementation process, it is necessary to specify appropriate mutual promotion products according to different customer structures of gas stations to meet the differentiated needs of customers and maximize the mutual promotion effect.

(C) the impact of the three balance rules on marketing

The main macro elements of retail operation include: resource input, wholesale price, competitor promotion and our systematic retail marketing strategy.

There are at least three equilibrium laws in Hebei retail market that must be attached great importance to and properly handled.

Law of supply and demand balance: supply and demand balance is the most important balance relationship in the refined oil market.

There are several points to deal with the balance between supply and demand: one is to predict the scale and growth rate of market demand relatively accurately, the other is to make a reasonable sales plan, and the third is to adjust the input of resources.

Law of Balance between Wholesale and Retail: From the macro point of view of the whole province, when the price difference between wholesale and retail exceeds that of 400 yuan, the price competitiveness of social units is significantly improved, the market share is expanded, and the retail market share of main units is compressed.

Law of the balance of quantity and profit (price): The balance of quantity and profit is the main basis for the operation, scheduling and command of retail enterprises.

The basic principles of dealing with the balance of quantity and profit are: quantity is the premise, and quantity is aggregation; Price is a lever, and quantity and price interact to achieve the balance between quantity and profit.

At a certain market stage, the market demand is relatively stable. If the sum of competitors' sales plans is greater than the market demand, there will inevitably be various forms of promotional activities, and all activities will eventually be reflected in the price. So the balance between quantity and profit is the balance between quantity and price.

(D) marketing strategies at different market stages

Demand exceeds supply market stage: in recent years, there have been many upside-down phenomena in the refined oil market, making it difficult for gas stations to operate. Some powerful gas stations have adopted the strategy of AG dominance and barely maintained their operations.

The marketing strategy is to ensure the supply rhythm and maintain the normal operation of the local economy.

Strengthen customer relationship management, tilt resources to key target customers, and use resources to develop and maintain customers.

Supply-demand balance stage: the market is characterized by the normal supply of resources and the normal operation of social gas stations, but there is not much room for profit.

Marketing strategy is the golden age of incremental efficiency.

We should reasonably grasp the quantity and price of resources, maintain a good balance between supply and demand according to the law of wholesale and retail balance, and control the competitiveness of social gas stations from the source. At present, retail promotion should not be excessive. On the one hand, we should control the apparent scope, on the other hand, we should control the preferential range of price.

Supply exceeds demand stage: the market is characterized by a large influx of low-priced resources and a serious surplus of resources.

Marketing strategy is to cope with competition, ensure quantity and diversity, adopt differentiated marketing measures for different business districts and different customer groups, and maintain the largest market share at the lowest cost.

We should adopt a cautious follow-up strategy for low-price competition.

Small stations take the initiative to grab the market and gain a foothold to ensure the share; Give full play to the core competitive advantage of fuel card, flexibly use the integral discount of fuel card in some unfavorable areas, develop the target customers with three entrances and one stay, and gain the relative competitive advantage by means of hidden competition.

Third, after the implementation of the project

The following are the main indicators of 20 10 compared with 2009.

1. Market control has been strengthened.

Focus on customer marketing, relying on the retail customer management system to fully implement? Three in and one stay? Target customer development, retail volume achieved rapid growth, from 3.9 million tons in 2009 to 4.26 million tons, an increase of 9.2%.

In 20 10, the retail market share reached 52%, and the growth rate was significantly higher than that of competitors.

2. Profitability has been significantly improved.

The overall price arrival rate of 20 10 reached 99.2%, of which the retail price arrival rate was 99.9%.

Year-on-year growth of 1.7 percentage points, 0.3 percentage points higher than the average level of the sales system; The profit per ton of oil increased by 40% from 7 1 yuan in 2009, reaching 99 yuan.

3. The network quality has been significantly improved.

The annual fuel consumption of a single station increased from 2 160 tons in 2009 to 232 1 ton, an increase of 7.4%.

In 20 10, there were 49 large stations over 5,000 tons, an increase of 29%, and the number of small stations under 800 tons decreased by 108, a decrease of 15%.

4. Calculation of results and benefits.

After 20 10 years of practice, the project has achieved remarkable results, increasing economic benefits for enterprises by 32.79 million yuan.

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