Oil Company
Data analysis
Customer experience
Interviews
Revenue Strategy
2017
Energy consultancy: Analysis of PVD Lubricants data
The objective of the mission was to enable our client operating in the oil sector to have accurate data on the use of its petroleum products. Practical phase: Analysis of historical customer data - Satisfaction survey - Inventory of points of sale and interviews with real customers
The Client
Our client is one of the main companies in the production, distribution and marketing of petroleum products in Africa. It operates in over 16 countries in Africa.
It operates exclusively in vehicle fuels and lubricants.
The objective of the mission
The company did not have accurate data on the distribution of its points of sale throughout the country, which represented a recurring problem in the supply of petroleum product stocks to points of sale. For some, the products were constantly out of stock in the points of sale while others had large unsold stocks, other areas on the other hand did not have a point of sale.
The Analyses
- The investigation has made it possible to count 7500 points of sale (PVD) throughout the country. Our study made it possible to distribute the points of sale by cities and by zones, also the distribution by type of point of sale which were garages, spare parts stores, car washes and dealer shops.
- Working conditions and environment in developing countries: The majority, more than 95% of developing countries, did not wear a work uniform and half did not have a sign indicating the sale of the petroleum products in question.
- The suppliers : A distribution of suppliers was made according to their place of residence, the concentration of distributors (small distributors and retailers) was found to be in an area with high spare parts trade traffic
- Payment method and delivery : The preferred method of payment for the purchase of petroleum products is cash, delivery is only present at less than 10% most customers pick up the product at the place of purchase
- Formats of cans sold : The distribution of cans sold showed a preference for 4 and 5 liter cans, which are more than 50%.
- Real user interviews: For more than 2 weeks, several selected users (118 in total) were interviewed on their use of the company's lubricants, also on competing products,
-Their preferences,
-The difficulties encountered when using the products
-Access to lubricants...
The results
Following the analyses, findings and insights were identified, which allowed us to report to the marketing and sales department in order for them to take measures to increase sales. Below are some recommendations from the final report:
- The distribution of PVD by areas and by type of sellers places the Auto Garage category and that of spare parts stores largely at the top of the list of petroleum product retailers. This allowed the Sales Department to increase prospecting for this type of resellers and to find new prospects.
->A recruitment of sales representatives followed in order to establish new partnerships and identify all the garages that do not yet market the products. It also revealed essential data on the sale of Lubricants: More than 80% of garages and car washes did not sell lubricants, while spare parts stores sold 50%. These data made it possible to reorient the distribution of lubricants and other petroleum products to retailers in accordance with the distribution.
- Following the observation of the lack of signs and outfits representing the brand, the marketing department was instructed to make outfits and signs and all supports that would give visibility to retailers of petroleum products.
- The concentration of distributors has directed salespeople to the indicated area in order to accentuate their commercial actions.
- Management had previously undertaken the digitalization of services, in particular the implementation of payment via a new e-Commerce website and the mobile application. We suggested paying less attention to it and less results given the results of the survey.
- The distribution of the cans was sent to the production department in order to favor the 4 and 5 liter cans which proved to be the most useful.
- The interview report was processed and then the insights sent to management in the form of recommendations for decision-making.
A statistical interface was delivered to the customer in order to have the status of the studies carried out and the analyses carried out in more detail.
Conclusion of the study
Following the recommendations given, in particular on the distribution of developing countries and interviews conducted, a final report was sent to the Directorate-General. As a deliverable, we have included a statistics interface for monitoring and insights.
Source: Strategyks.com
Duration of the mission: 7 months
