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BPCL to increase ad budget by 25 per cent

10-April-2002
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BPCL to increase ad budget by 25 per cent

Bharat Petroleum Corporation (BPCL) plans to increase its advertising and marketing budget by 20-25 per cent this year. The total marketing and advertising budget earmarked for this year is approximately Rs 50-60 crore.

The company plans to allocate an additional Rs 6-7 crore to below-the-line activities such as promotions etc. The move comes close on the heels of BPCL's decision to consolidate its marketing and advertising initiatives.

This year, the company will focus on its four core brands - Pure for Sure, Petro Card, Smart Fleet and In & Out. The retail business contributes 70 per cent to the overall turnover of the company.

For the first time, BPCL will advertise two or more products together against single-product advertisement pattern that the company has been following till now.

The first such ad was released last week encompassing two of the company's products into a single advertisement - Pure for Sure and Smart Fleet.

The company's ad agencies are currently brainstorming how to bring about synergy between two or more brands in a single campaign. They will soon be presenting ideas to the company outlining new strategies.

Pure for Sure will be the natural base for all the campaigns that the company plans to roll out now.

With aggressive plans up its sleeves, the targets that BPCL plans to accomplish within the next six months, include growing to 1,200 Pure and Sure outlets from an existing base of 650, cross 1 million customer base for Petro Card, to touch 1 lakh plus base for the Smart Fleet and, to grow In & Out outlets from 75 to 100.

Source: Business Standard

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