Term on Byco

Byco Petroleum Pakistan Limited (BPPL), previously known as Bosicor Pakistan Limited (BPL) formed in 1995 started off as a Business to Business (B2B) market producing petrochemicals, oil refining and supplying oil to PSO. Then about three years ago a major shift occurred. We all witnessed some heavy campaigning and promotion done by Byco. This change came about with a change in strategic goals. The goal was now to make Byco one of the top OMCs in Pakistan. Earlier oil marketing was a very small part of the business and now the major focus was on it. The management identified that this change was important as it already had a surplus production and a refining capacity of 30000 barrels

The implementation of goals by all departments is primarily more evident with the hard work of the marketing department. The value proposition of Byco became ‘differentiation’. The change came about by first changing it’s name from Bosicor to Byco. The head of brand and advertising explained that this was important to give a more modern and unique impression. Byco was also an easier word in terms of pronunciation. The reason behind aggressive campaigning was o familiarize customers with the name and establish Byco as an OMC implying the Production concept Byco used. They are focusing to develop a network more accessible and visible to consumers. By focusing on differentiation, Byco aims to transform the look of the service stations, introduce multi-product dispensers, convenience stores and specialized lubricant brands.

What Byco is doing is that it’s changing from a B2B market to a B2C market (Business to Consumer) by opening up it’s own service station and competing with other OMCs.it has become more consumer centric now. It now has 138 service stations across Pakistan. The increase in service stations improves the competitive position of Byco from being a ‘Nicher’ to a ‘Follower’. It has gone from being the 10th largest to the 6th largest. It’s strategic goal is to move up to...