HPCL poWer: Petrol with Energy Boosters from Hindustan Petroleum
Chosen as Asia’s Most Promising Brands, poWer, petrol with energy boosters from Hindustan Petroleum, is redefining the branded petrol for better driving pleasures , powerful drive , better mileage and less emissions.
The brand proposition
- Smooth drive
- Better pick-up
- Better acceleration
- Better mileage
- Reduced emissions
Current touch-points undertaken by the brand?
Outdoor: Hoardings at HPCL retail outlets / Wall paintings
Print: India Today, Outlook, Week
Social media/Digital marketing
Facebook & Instagram : HPpoWerPetrol
Direct marketing: Marketed thru 5500 outlets across India
Xtrapremium by Indian Oil
Speed by Bharat Petroleum
V Power by Shell
What is the consumer perception of your brand?
The perception of the customer can be gauged by the factor that poWer has increased market share for 15% to 33% in last two years.
In the past 12 months what branding and marketing activities has been undertaken by your company to enhance the visibility, recall and acceptability of the brand?
Launch of Social media pages namely Facebook and Instagram
Advertisements in print media namely India Today, Outlook, Week, Motoring World
Wall Painting on Highways across India
All India Mega Sales Promotional Campaign
More than 50 sales campaigns at Regional office levels
What has been the achievement of the brand in the last 3 years?
poWer now has a new generation additive, which is compatible with both PFI and GDI engines. poWer is the only branded petrol available in India to have this distinction.
What is the brands current digital strategy?
After the launch of Facebook and Instagram pages, we are trying to reach the target audience thru pageboost and pagelike campaigns. We are also engaging Influencers as well as conducting a Blogging contest to popularize the brand. We are also launching a Microsite on poWer.
What innovative measures the brand has taken to reach consumer digitally?
After the launch of Facebook and Instagram pages, we are trying to reach the target audience thru pageboost and page like campaigns. We are also engaging Influencers as well as conducting a Blogging contest to popularize the brand. We are also launching a Microsite on poWer.
What makes it Asia’s Most Promising Brands
pOwer has been the fastest growing brand in the category with innovation, strong branding and a great product line. The brand has evolved with the consumers nicely.
Blended with special additives, ‘PoWer’ not only removes existing deposits, but also prevents the formation of new ones. This ensures that the engine remains free from deposits at all times resulting in continuous peak engine performances. It will take a little while before the existing deposits are cleaned and completely removed. Consistent use of “PoWer” has resulted in improved performance of the vehicle. “PoWer” ensures that, the engine works like new over its entire lifetime. “poWer” not only works for Port fuel injector engines but also works equally efficiently for GDI engines.
Bharat Petroleums branded petrol “Speed” degrew by (-)33%during 2018-19 and Indian Oils branded petrol “Xtrapremium” degrew by (-) 6% , while HPCL’s brand “poWer” grew by 24.4%. This growth of 24.4% comes after a growth of 103.7% during 2017-18. poWer has also been awarded “India’s Most Trusted Brand of 2018” in the category of “Petrol” in “The Brand Trust Report 2018”, “Brand of the Year Award 2018” at WCRC Ideasfest 2018.
poWer is also now widely available in India across 5500 outlets and has clocked a sales of 684000 kilo liters during 2018-19.
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