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Company : Hindustan Petroleum Corporation Limited 
Wednesday, May 22, 2002 3:50PM IST (10:20AM GMT)
Hindustan Petroleum Fortifies LPG Business
'Jee haan' focusing on consumer satisfaction theme of the new brand campaign
Mumbai, Maharashtra, India

Hindustan Petroleum Corporation Limited (HPCL), announced a range of personalised initiatives to consolidate and build a stronger alliance with its consumers in the LPG business. HPCL is the second largest LPG marketing company with a consumer base of more than 16 million serviced through a network of 1823 distributor across length and breath of the country. Hitherto, LPG was marketed as a commodity and there was huge waitlist for new connections. With the release of 2.3 crore new connections in the last two years, the entire waitlist has been eliminated and connections are being released across the counter.

Customer expectations are not merely limited to receiving timely refills, but now look forward to value added services. HPCL had anticipated these changes and have taken measures to standardize and benchmark all marketing activities across the country.

As part of HPCL's strategic marketing initiative that seeks to break out of traditional LPG business and establish 'HP Gas' as a distinct and unique LPG brand across the country it has endeavored to increase consumer focus, penetrate untapped rural markets - all the efforts being consolidated towards building a stronger brand image. Basis extensive research undertaken to understand the needs of the customer, HP GAS would be positioned to provide totally hassle free experience to the consumers.

The distinct set of value added offerings range from services tailor made for consumer convenience - delivery of refills within 24 hours, extended delivery timings - 8 am to 8 pm all seven days a week, efficient and expert services - installation of a new connection within 24 hours and single point contact for refill booking, customer service enquiries and Emergency services - 4 digit single number 1716 across the country, for safety and convenience of our valued consumers. The single number facility will be introduced in Mumbai followed by the other cities.

The entire communication is being launched with a specially designed pneumonic of an animated cylinder proclaiming 'Jee haan' reinforcing a strong positive service orientation. The phased roll out of 'Jee haan' initially covers 258 distributorships in the cities of Mumbai, Delhi, Kolkata, Bangalore, Hyderabad and Pune.

HPCL is one of the first Oil Companies to computerise the entire distributor network to provide value added services to consumers such as refill booking thru IVRS, internet etc. Special training module termed as "Millennium Distributor" has been rolled out and more than 1000 distributors covered for re-orientation of their mindset to meet challenges of competitive scenario.

In HPCL Safety comes first. Suraksha LPG hose which has been recently launched is an example of our commitment to safety.

As the Urban domestic market is fast nearing saturation, HPCL has also started focussing on rural markets, which would be the engines for future growth. It is operating 2 skid mounted filling plants exclusively for rural areas and would be shortly introducing 5 Kg cylinders. It has also played a leading role in providing LPG connections under Deepam scheme in the state of Andhra Pradesh.

HPCL is equally concerned about protecting the environment. It has embarked on an ambitious plan of creating infrastructure for dispensing LPG as Auto Fuel. HPCL has currently set up seven Auto LPG stations in Mumbai and two in Delhi. It is in the process of setting up 30 more stations within this financial year. HPCL is also facilitating conversion of the vehicles at its outlets in Mumbai through an approved agency.

Announcing the strategic intent, Shri N K Puri, HPCL's Director- Marketing, said, "The entire concept of 'Jee haan' has been launched post analyzing the various options to build a stronger market share and greater mind recall for HP GAS. The main focus is on Customer service, Safety, Branding and Rural marketing. We are always looking to bring to our consumers the latest and the best in customer satisfaction and our latest offerings will make us uniquely positioned to bridge the gap between our consumers through cost effective and seamless initiatives."

Added, Shri S V Sahni, General Manager & Head LPG SBU- HPCL, "Benchmarking of services and commitment by HPC is a step towards total customer satisfaction. Adding these services with our current offerings will give us a much bigger canvas to play on since we will now be able to provide multiple services to the customer, I am confident this will give a strategic thrust and strengthens the LPG business."

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