WESLEYAN-UNIVERSITY PHILIPPINES

MABINI EXTENSION, CABANATUAN CITY

COLLEGE OF BUSINESS AND ACCOUNTANCY

MARKETING PLAN

Maharlika Highway Talavera, Nueva Ecija

MM6-Marketing Management
GROUP 6
ANIPORDA, CRIS DAMIEL A.
BALMATER, KENNETH GABRIEL D.P.
JOSE, JIMWELL DALE F.
NICOLAS, LORIE ANN V.
PANGINEN, JINKY ROSE D.

JOHN CARLO S.M TAN

PROFFESSOR
I. Executive Summary
PETROFIL GAS STATION is a fully registered and licensed
generic gas station that will be located along
Maharlika Highway Talavera, Nueva Ecija our chains of
gas stations that will be scattered all around major
cities in Nueva Ecija will adopt full service, minimum
service and good service.
Our basic services and products offering to our highly
esteemed customers as a generic gas station are
retailing of gasoline (petrol) diesel and lubricants
for motor vehicles.
We will make sure that we give our consumers nothing
short for the very best we will also run a convenience
store, spa, sports club, vulcanizing services, wheel
balancing services and other related automobile repair
services.

II. The Business Challenge

Retailers Challenged by Emergencies
Regardless of whether you run a branded or unbranded
retail fuel location, one challenge you can count on is
the unexpected. Emergency situations happen on their
own timetable and can cause disruptions for your
customers if they are not handled quickly. For example,
you may need a fuel delivery outside normal working
hours. This may be due to a sudden customer rush, or
tightening of the oil supply or a weather-related
emergency.
One way fuel retailers can proactively address this
challenge is to partner with a retail fuel service that
will make deliveries when you need it, even if it’s
outside of your established schedule.

Rerouting is a Challenge for Fuel Retailers

Routing is another challenge faced by fuel retailers.
Some fuelling stations are located in remote areas.
This can make it tricky to find a dependable fuel
supplier. Fuel retailers must also factor in variable
 road conditions. Roads used to transport fuel to c-
stores may be blocked due to construction, traffic
patterns, and weather events. In these situations, Fuel
trucks will need to be rerouted to fulfill orders.
Rerouting may also be necessary due to last minute
orders, cancellation of orders, or truck breakdowns.
To overcome this challenge, fuel retailers should
select a retail fuel service with an extensive fleet of
trucks and a strong network of local carriers. This
ensures that fuel can reach a convenience station no
matter where it’s located or the circumstances on
delivery day.

Fuel Retailers Face Challenges with Logistics Planning

Fuel retail stores are in a unique position when it
comes to their business model. While they may not make
a large profit from fuel sales, fuel is a big draw for
customers to visit their convenience stores. This
brings up a variety of challenges around logistics
planning. This includes everything from formulating
delivery schedules to managing inventory. Have too
little fuel in your inventory and you won’t be able to
meet customer demand. Carry too much inventory and you
will have spent resources that will take a while to
benefit your bottom line.
Fuel retailers can alleviate this challenge by
partnering with a retail fuel service provider with
experience in logistics planning. They can share best
practices and provide employee training on forecasting
fuel demand, inventory management, and delivery
scheduling.

III. The Market

A. Customers- Primarily, our customers are people who
own a fuel powered vehicle. They basically needs fuel,
maintenance and oil to maintain their vehicle in a good
condition.
B. Pertofil works with start-up companies on innovative
ideas to impact the future of energy. With this
 program, Petrofil provides these startups with support,
funding and expertise.
C. Our collaborator will be the fellow gas stations
that are willing to collaborate for us within the area.
We will also collaborate to the gas stations that are
well-known in the market to provide our customers the
best that we can give to them.
D. The competitors that we can face in the near future
are the gas stations that has a low price compared to
us because many people nowadays much prefer to buy
cheaper products because it so hard for people to gain
much more money.
E. Our business will be facing some environmental
issues soon because our country do not have enough
supply for fuel or gas forever. It's not always shine
for us, there will always be rain but we will not be
affected by that. We will do all the things to make our
work applicable for consumers at all times.

IV. The Strategy

A. The marketing strategy for Petrofil Gas Station is
going to be driven basically by making available
standard and safe gasoline and diesel et al, excellent
customer service and provision of complimentary
services. We will work hard to build a loyal customer
base; customers that will always patronize us over and
over again and as well help us use word of mouth
publicity to get their friends and acquaintance to
patronize us.

Price Strategy – Price is the value that is the value

that put to a product or service and is to result of a
complex set of calculation, research and risk taking
ability a pricing strategy takes into account segment
ability to pay, market condition, competitor actions,
trade margin and input cost among others, it is
targeted at the define. Customer and against
competitors.
Distribution Strategy – Petrofil gas station marketing
is a type of marketing that uses the location of target
customers to improve the chance the marketing message
will reach the right customer at the right time.
Customer location information is valuable for
delivering a mobile coupon to a shopper passing by a
store. Targeted mobile promotions that reach customers
in the “last mile” of their journey can help gas
stations convert these visits into repeat business and
drive sales of in-store products.
Advertising/Promotional Strategy – is a plan to reach
and persuade a customer to buy a product or a service.
The number one you must know about advertising
objectives and budget size measuring its effectives
this the best strategies.
Forming business partnerships Partnering up with other
local establishments like grocery stores or fast food
chains with discounts on their respective services and
products is a great way to promote petrofil gas
station.
Use the power of social media with the advent of social
networking sites like Facebook and Twitter, social
campaigns have become the most effective way to promote
businesses. Employing social influencers and sponsored
ads will increase your chances of connecting to a wider
audience. Tapping into local listing websites like
Google and Yahoo will provide customers with important
information maps and store hours.

Product Strategy - The products that are being offered

at a petrofil gas station include the primary and
secondary products and have their own significance. As
stated above the products and services overview the
company is offering services and products of wide
range. The petrofil gas station must offer the basic
gasoline products to cater the prime needs of the
customers. The gasoline products are different in which
the gas station can offer a variety of gasoline and
petroleum products that can serve as fuel for the car,
bike or any other automobile. Basically, everything
that is being offered at the gas station is serving as
the product with benefits that are being purchased by
the customers.
Customers buy value for their money and in this regard,
they demand the best. Therefore, the petrofil gas
station must focus on delivering the prime product
efficiently and without any delay. However, the
convenience store is also there to offer an abundance
of products. Therefore, the petrofil gas station must
have the enough inventories to meet the requirements of
the customers as forecasted. Besides that, the services
offered as support products must be well delivered and
must be complementary.
Petrofil Gas station marketing is all about more
customers, more sales and more profit. Getting fresh
faces in the door is key to building a profitable
business, and by getting creative in gas station
marketing, storeowners have a new tool to lead and
succeed.

B. Petrofil Gas station is focused on offering a

professional service in line with the growing demand
for well-equipped gas station facilities.
C. A gas station also known as a Petrofil gas station
is a business that retails diesel, gasoline and various
types of motor vehicle lubricants. The increase in the
number of automobiles has pushed up the demand for
gasoline and diesel which makes gas station business a
lucrative venture. The oil and gas industry has in the
recent times gone through various challenges, but it
still remains one of the most lucrative business
sectors. Investing in a gas station requires a
significant amount of investment, but with a sound
business strategy, you can be assured of recovering
your entire investment.
D. We have been exploring and innovating to provide
energy across Maharlika Highway Talavera, Nueva Ecija.
Today, Petrofil is one of the world’s largest
integrated refiners of petroleum products and the
largest publicly traded international oil and Gas
Company.
 Our success comes from our ability to develop and
deliver differentiated products and to partner with
enterprising business people who share our commitment
to provide consumers with a flawless experience.

V. Budget
A. Investment: When it comes to starting a gas station
business, loads of factors influences the amount that
will be required to successful launch the business.
Factors like the location you intend starting the
business, the size of gas station business you want to
start i.e. the number of complimentary services you want
to add to the business, and of course the state of the
economy as at when you intend start the business. Estimate
of P3-5 million to successfully launch our gas station
business along Maharlika Highway Talavera, Nueva Ecija.

B. Return: List both the short-term and long-term financial

goals of the offering.

 The Total Fee for Registering the Business in Maharlika

Highway Talavera, Nueva Ecija
 Legal expenses for obtaining licenses (Health department
license and business license) and permits (Fire department
permit, Air and water pollution control permit, and Sign
permit et al)
 Marketing promotion expenses
 Cost for hiring Business Consultant
 Insurance (general liability, theft, workers’ compensation
and property casualty) coverage at a total premium
 Cost of accounting software, CRM software and Payroll
Software
 Cost for leasing facility for the gas station 
 Cost for facility remodeling
 Other start-up expenses including stationery
 Phone and Utilities (gas, sewer, water and electric)
deposits –
 Operational cost for the first 3 months (salaries of
employees, payments of bills et al)
 The cost for Start-up inventory
 Storage hardware (bins, utensil rack, shelves, glasses case)
 The cost for Washer hook-up fees (sewer connection)
  Cost for serving area equipment for coffee café and snacks
bar ( glasses, flatware)
 Cost for fuel dispensing machines and equipment (automobile
repair tools, vulcanizing tools, and wheel alignment tools
 The cost for the purchase of furniture and gadgets
(Printers, Telephone, TVs, Sound System, vacuum cleaner,
tables and chairs et al)
 The cost of Launching a Website

Project sales and net income

Sales P 808,000 P 858,000 P 910,000

Direct Cost of Sales P 581,200 P 611,000 P 626,500

Total Cost of Sales P 581,200 P 611,000 P 626,500

Gross Margin P 226,800 P 247,000 P 283,500

Gross Margin % 28.07% 28.79% 31.15%

Expenses

Payroll P 117,600 P 125,000 P 132,000

Sales and Marketing and Other Expenses P0 P0 P0

Depreciation P 11,424 P 11,424 P 11,424

Utilities P 3,600 P 3,600 P 3,600

Insurance P 3,600 P 3,600 P 3,600

Rent P 13,000 P 13,000 P 13,000

Payroll Taxes P 17,640 P 18,750 P 19,800

Total Operating Expenses P 166,864 P 175,374 P 183,424

Profit Before Interest and Taxes P 59,936 P 71,626 P 100,076

EBITDA P 71,360 P 83,050 P 111,500

Interest Expense P 13,375 P 10,500 P 7,500

Taxes Incurred P 13,968 P 18,338 P 27,773

Net Profit P 32,593 P 42,788 P 64,803

Net Profit/Sales 4.03% 4.99% 7.12%

C. Other resources required.

Petrofil Gas Station is a family business that is owned
and financed by Mrs. Remedios Valenton Deleon and
family. They do not intend to welcome any external
business partner which is why he has decided to
restrict the sourcing of the start – up capital to 3
major sources.
 These are the areas we intend generating our start – up
capital;

 Generate part of the start – up capital from

personal savings and sell of stocks
 Source for soft loans from family members and
friends
 Apply for loan from Bank

VI. Conclusion
Petrofil Gas Station will ensure that all the factors
listed above are reinforced on a regular basis, we will
continue to improvise with our products and services
and also we will engage in continuous capacity building
of our workforce. As a matter of fact, profit-sharing
arrangement will be made available to all our
management staff and it will be based on their
performance for a period of five years or more.
We will make sure that the right foundation, structures
and processes are put in place to ensure that staff
welfare is well taken of.