HPCL in LPG marketing revamp through Jee Haan initiative

Cooking gas users need not have to wait for days for their new LPG cylinders or cough up a tip to get one earlier. At least that is what Hindustan Petroleum Corporation Ltd (HPCL) is hoping it will achieve post its Jee Haan initiative. Under this campaign a specially designed mnemonic of an animated cylinder has been created proclaiming Jee Haan in a bid to reinforce a strong positive service orientation. The roll out is to take place in a phased manner, covering 258 distributorships in the cities of Mumbai, Delhi, Kolkata, Bangalore, Hyderabad and Pune.

Says HPCL director -marketing NK Puri: "The entire concept of Jee Haan has been launched post analysing 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."

Adds HPCL general manager & head LPG SBU SV Sahni: "Benchmarking of services and commitment by HPCL 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."

The company has revamped its LPG service set up to deliver on its Jee Haan commitment. It has committed that delivery and installation of refills will take place within 24 hours, it has extended delivery timings (8 am to 8 pm all seven days a week), set up a single point contact and single number for refill booking, customer service enquiries, emergency services (a four digit single number 1716 across the country can be used for this purpose). The single number facility is being introduced in Mumbai first followed by the other cities.

This apart, it has also computerised the entire distributor network to provide value added services to consumers such as refill booking through IVRS, internet etc. A special training module termed as Millennium Distributor has been rolled out and more than 1,000 distributors covered for re-orientation of their mindset to meet challenges of competitive scenario.

In order to continuously improve its marketing, it has taken to benchmarking its initiatives nation wide and it is reaching out into rural market as the urban domestic market is nearing saturation at a rapid pace. It is operating two-skid mounted filling plants exclusively for rural areas and would be shortly introducing five kg. cylinders. It has also played a leading role in providing LPG connections under Deepam scheme in the state of Andhra Pradesh.

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