Tuesday, May 17, 2011
Tas’helat Marketing Company
Tuesday, May 17, 2011
Introduction
Tuesday, May 17, 2011
INTRODUCTION Overview : Tas’helat Marketing Company is the first Saudi Company that owns and operates a chain of retail fuel outlets and car service centers across the Kingdom, Tas'helat operates a chain of over 250 fuel outlets and car service centers in 30 cities and on high ways. Tas'helat was established in 1957 with its main objective being to provide fuel and basic car services to the major petroleum companies in a growing and very promising district in the Kingdom. Over the past 50 years, Tas'helat has built its reputation and experience through highly qualified and trained personnel who helped the company to achieve its objectives and establish the company sales programs; which include cash sales, credit sales, the Sahl prepaid services, and bulk sales. Due to our commitment in maintain service standards, Tas’helat has won many governmental tenders through its years and now we serve a number of important governmental clients such as, security forces (police departments) in the Eastern Province, Madinah, Tabouk, Al-Jouf, and Asir. In the private sector, Tas'helat operates 4 sites for Saudi Aramco in Dhahran, Ras Tanura, Abqiq, Udailyah and 2 sites for Petro Rabigh in Rabigh City.
Tuesday, May 17, 2011
INTRODUCTION Services : Fuel services :(Gasoline 91/95, and Diesel) Car services :such as washing, greasing, oil change, and filter change. Smart Card : which allows corporate & cash customers to recharge their cards with fuel and other services for later use.
Features: A- Convenience Stores B- Coffee Kiosks C- ATMs
Ambiance: Tas'helat designed its own configuration in order to stand out from the rest and establish itself; this relies on factors such as the ID Sign, outlet appearance, accessibility, lighting, products availability, and the provision of high quality services. These elements have helped us to create the highest service standards for motorists all over the Kingdom. Tas'helat maintains all the safety regulations required not just at the national level, but on an international level as well. Tas'helat maintains all the municipality and civil defense requirements to the utmost standards.
Tuesday, May 17, 2011
Features: A- Convenience Stores : Tas'helat C Stores offers a range of everyday items such as groceries and household products , toiletries & hygiene products, pre-packaged foods like sandwiches, soft drinks, sweets, ice-cream and may also offer newspapers and magazines, Although the C Stores have quite a broad range of items, the selection is still limited compared to other supermarkets, sometimes only 1 or 2 choices are available(convenience stores are made for shopping for emergency items)
B- Coffee kiosk Tas'helat C Stores recognizes the importance of creating destinations within the store that require additional space for coffee corners or kiosk. At the time being the coffee corner or kiosk provides only the basic kinds of coffee . Although this service Provide customers fine beverage in the most efficient time & affordable price.
Tuesday, May 17, 2011
Target Audience
Tuesday, May 17, 2011
Target Audience: Primary : General populace who own motor vehicles. Since anyone who is a motorist needs to refuel on a regular basis (i.e. it is a need) we try to acquire as much of the general market as possible.
Tuesday, May 17, 2011
Target Audience: Secondary: A- Private & Taxi Drivers Drivers stopping for gas often appreciate the convenience of having food, drinks, reading material available without having to go to another place. The driver will probably visit the gas station that is the most convenient for his time and on the way to his destination.
Tuesday, May 17, 2011
Target Audience: Secondary: B- Male Youth: young male individuals between the ages of 18-30. These individuals make up almost 30% of the entire population of the country, and since they have the freedom to drive, they are the decision makers of which fuel station they refuel at.
Tuesday, May 17, 2011
Target Audience: Secondary: C- Female individuals Female individuals who have personal drivers in order to get around. These individuals have no loyalty for a specific station; they only care about being able to get around. The person who decides which gas station to visit is usually the driver of the car, Therefore through the specific targeting of the female individuals, they can decide for themselves that they want to visit our stations. Our estimates is that this market segment makes up about 15% of the entire country’s population.
Tuesday, May 17, 2011
Competition
Tuesday, May 17, 2011
Competition: Primary: Al-Drees’s Al-Drees’s has the advantage of having very high number of stations; Al-Drees operates 440 stations kingdom wide especially in the Central region (156 stations in Riyadh only).
Tuesday, May 17, 2011
Competition: Secondary: A- SASCO Gas station Sasco has been working hard at their brand image, and this is becoming their main advantage right now, as they are the first company to take the lead in transforming their fuel outlets, in order to match and perhaps even exceed international standards. Couple with this the fact that they are investing a lot of money in a number of stations (in ideal locations) across the kingdom, although SASCO operates 50 stations kingdom wide.
Tuesday, May 17, 2011
Competition: Secondary: B- Naft Gas station Naft operates around 170 stations kingdom wide, Naft had a major competitive advantage on their side a few years ago, that advantage was Meed. almost every Naft station had a Meed store within it.
Tuesday, May 17, 2011
Competition:
Service High Al-Drees Sasco
Image
Low
Naft
Low
Tuesday, May 17, 2011
High
Summary
Tuesday, May 17, 2011
SWOT Â Analysis
Tuesday, May 17, 2011
SWOT Analysis
S •Excellent service •Network
Tuesday, May 17, 2011
SWOT Analysis
S
W •Excellent service •Network
Tuesday, May 17, 2011
•Competition •Coffee kiosk image •C store products •locations
SWOT Analysis
S
W •Excellent service •Network
O •Limited advertising activities •Strong financial base • new Theme of Tas’helat
Tuesday, May 17, 2011
•Competition •Coffee kiosk image •C store products •locations
SWOT Analysis
S
W •Excellent service •Network
O •Limited advertising activities •Strong financial base • new Theme of Tas’helat
Tuesday, May 17, 2011
•Competition •Coffee kiosk image •C store products •locations
T •Target audience loyalty •Wide market segment
Communica8on Objec8ve :
To Increase the public
AWARENESS Of Tas’helat services specially the
C Store & Coffee Kiosk
Tuesday, May 17, 2011
Conceptual wall paper or kiosk design
Tuesday, May 17, 2011
Communication Strategy : Coffee Kiosk / corner A phased communication approach highlighting one message per phase, to maximize the benefit and create the image and positioning we are looking for.
Conceptual wall paper or kiosk design
Tuesday, May 17, 2011
Communication Strategy : Coffee Kiosk / corner A phased communication approach highlighting one message per phase, to maximize the benefit and create the image and positioning we are looking for.
Requirements
Conceptual wall paper or kiosk design
Tuesday, May 17, 2011
Purpose
Communication Strategy : Coffee Kiosk / corner A phased communication approach highlighting one message per phase, to maximize the benefit and create the image and positioning we are looking for.
Requirements
Phase1
Tuesday, May 17, 2011
Conceptual wall paper or kiosk design
Purpose
Generate Awareness & a:ract a:en;on
Communication Strategy : Coffee Kiosk / corner A phased communication approach highlighting one message per phase, to maximize the benefit and create the image and positioning we are looking for.
Requirements
Tuesday, May 17, 2011
Purpose
Phase1
Conceptual wall paper or kiosk design
Generate Awareness & a:ract a:en;on
Phase2
Out door Banner /danglers/ sta;on branding/side walk
Drive Traffic to the sta;on & to the coffee kiosk ,fooGall on a mass level
Communication Strategy : Coffee Kiosk / corner A phased communication approach highlighting one message per phase, to maximize the benefit and create the image and positioning we are looking for.
Requirements
Tuesday, May 17, 2011
Purpose
Phase1
Conceptual wall paper or kiosk design
Generate Awareness & a:ract a:en;on
Phase2
Out door Banner /danglers/ sta;on branding/side walk
Drive Traffic to the sta;on & to the coffee kiosk ,fooGall on a mass level
Phase3
Direct Marke;ng/giJ items/ promo;onal offers/ membership card
Drive Traffic to the sta;on & to the coffee kiosk ,gain loyalty
Indoor danglers / flyer stand posters
Tuesday, May 17, 2011
Communication Strategy : C Store / Home Delivery A phased communication approach highlighting one message per phase, to maximize the benefit and create the image and positioning we are looking for.
Indoor danglers / flyer stand posters
Tuesday, May 17, 2011
Communication Strategy : C Store / Home Delivery A phased communication approach highlighting one message per phase, to maximize the benefit and create the image and positioning we are looking for.
Requirements
Indoor danglers / flyer stand posters
Tuesday, May 17, 2011
Purpose
Communication Strategy : C Store / Home Delivery A phased communication approach highlighting one message per phase, to maximize the benefit and create the image and positioning we are looking for.
Requirements
Phase1
Tuesday, May 17, 2011
Indoor danglers / flyer stand posters
Purpose
Generate Awareness & a:ract a:en;on
Communication Strategy : C Store / Home Delivery A phased communication approach highlighting one message per phase, to maximize the benefit and create the image and positioning we are looking for.
Requirements
Tuesday, May 17, 2011
Purpose
Phase1
Indoor danglers / flyer stand posters
Generate Awareness & a:ract a:en;on
Phase2
Out door Banner /huge shopping trolley on the side walk
Drive Traffic to the sta;on & to the C store ,deliver the message
Communication Strategy : C Store / Home Delivery A phased communication approach highlighting one message per phase, to maximize the benefit and create the image and positioning we are looking for.
Requirements
Tuesday, May 17, 2011
Purpose
Phase1
Indoor danglers / flyer stand posters
Generate Awareness & a:ract a:en;on
Phase2
Out door Banner /huge shopping trolley on the side walk
Drive Traffic to the sta;on & to the C store ,deliver the message
Phase3
Direct Marke;ng/giJ items/ s;ckers/ membership card/ interac;ve
Direct approach to the local area , a:ract a:en;on & gain loyalty
Visual Approach
Tuesday, May 17, 2011
Coffee Corner
Tuesday, May 17, 2011
Coffee Corner
Door s;cker
Tuesday, May 17, 2011
Coffee Corner
Sidewalk sign
Tuesday, May 17, 2011
Coffee Corner
Dangler
Tuesday, May 17, 2011
Coffee Corner
Promo;onal item
Tuesday, May 17, 2011
Coffee Corner
Promo;onal board
Tuesday, May 17, 2011
C Store/ home delivery
Tuesday, May 17, 2011
C Store Home delivery
Door s;cker
Tuesday, May 17, 2011
C Store Home delivery
Dangler
Tuesday, May 17, 2011
C Store Home delivery
Promo;onal item
Tuesday, May 17, 2011
C Store Home delivery
Direct marke;ng
Tuesday, May 17, 2011
C Store Home delivery
Door to Door s;cker
Tuesday, May 17, 2011
Thank You
Tuesday, May 17, 2011