Mumbai: IBP Co Ltd has nationally launched its new Q&Q Assurance Programme - Pure Bhi Poora Bhi.

The forum also included discussions of new business plans, the new marketing and advertising strategies and also introduced IBP’s new brand ambassador, matinee idol Jackie Shroff. Presiding over the function was IBP chairman M S Ramachandran.

The Q&Q scheme was launched by IBP in the 50th year of India’s independence in an effort to provide better customer service - an effort that was the first in the oil industry. At present, the scheme is being re-launched as Pure Bhi Poora Bhi and has been implemented at 97 per cent of outlets.

IBP is the oldest oil marketing company, operating in India since 1909, and has consistently demonstrated leadership in the business of retail marketing of petroleum products. In fact, it was the first integrated oil company with its own oil fields and refineries.

Today, IBP is engaged in marketing petroleum products, manufacturing and marketing lubricants and greases, industrial explosives and cryo-containers. Petroleum, chemicals and engineering are the first three business groups of IBP. It has more than 1,800 retail outlets and various SKO / LDO. The company has recently entered into LPG marketing and has more than 2,30,000 customers.

Last year, IBP witnessed a successful disinvestment process whereby the management control has been vested with M/s Indian Oil Corporation Ltd, a Navratna and Fortune 500 company. IBP has a turnover of Rs 8,453 crore; has achieved the highest ever profit after tax, Rs 195.79 crore; and has achieved a 100-per cent dividend for the second year in succession.

Its standing as a stand-alone petroleum marketing company compares favourably with the best in the world. The per-pump throughput for HSD has been the highest in the industry for the last five years - 11 per cent more than the average industry PPT in 2001-02.

The thrust on retail initiatives is being planned in various ways, like expanding the existing retail network and upgrading retail outlets progressively to international standards, providing multiple associated facilities judiciously and cost effectively, enhancement of dealer motivation through dealers’ meet, awareness, seminars and upgrading human skills.

For the discerning customer IBP has launched its premium grade petrol and premium grade HSD. Premium grade MS has been launched under the name Josh on 1 November 2002 and Premium Grade HSD has been launched under the name Shakti on 6 December 2002. The company has begun marketing of these two products in six major cities at 34 retail outlets and 21 retail outlets, respectively.

To carry forward government directives, IBP has also planned to introduce auto LPG as per Supreme Court orders. An auto LPG programme is being implemented in major cities like Mumbai, Delhi, Bangalore, Agra, Ahmedabad, Pune, Kanpur, Hyderabad, Kolkata and Chennai.

IBP is also marketing CNG in Mumbai and Delhi. Expansion plans include adding CNG to four retail outlets in Mumbai. Delhi already has CNG at three retail outlets and it is proposed to add eight more in the next financial year.

To captivate on retail excellence and maintain differentiated position vis-à-vis competitors, IBP has adopted the route of entering into strategic alliances with various service providers like Cummins, tourism corporations of Kerala and Andhra Pradesh and Iftex Petrochemicals. The company has also launched Eagle One brand of USA Car Care products through an alliance with Valvoline Cummins.