Required Assignment 14.

1
Race Framework
Mohit Jain
Suggested time: 90 mins
Assignment instructions
Using the principles of the Race Framework explained in the video, chart out the same for
your business/organisation across all four stages. Introduce your business before you create
the framework.
Note: This is a required assignment and counts towards your programme completion.

Business Introduction:
Our business is an oil and gas company (HPCL) that operates a chain of
petrol pumps across India. We sell petrol, diesel, and lubricants to a wide
range of customers, including small volume customers and high-volume
transporters or factories. We understand that petrol customers prioritize
excellent services at the petrol pump, while diesel customers are more
concerned about discounts on their purchases. With this in mind, the
following is a framework using the RACE model to cater to the unique needs
and preferences of our customers.
❖ Reach:
➢ Identify target audience:
Petrol Customers: Commuters, vehicle owners, and individuals
seeking convenience and quality services.
Diesel Customers: High-volume transporters, factories, and
businesses looking for cost-effective fuel solutions.
➢ Establish an online presence:
Website Optimization: Create a mobile-friendly website that
highlights the services, benefits, and offers provided at our
petrol pumps. Optimize the website for search engines to
increase visibility.
Social Media Engagement: Leverage platforms like Facebook,
Instagram, and Twitter to engage with customers, share updates,
and promote special offers.
Content Marketing: Create informative blog posts, videos, or
infographics on topics such as fuel efficiency, vehicle
maintenance, and industry trends to attract and educate our
target audience.
Online Advertising: Run targeted online ad campaigns on search
engines and social media platforms to reach potential customers
and raise awareness about our petrol pumps and offers.
❖ Act:
➢ Compelling incentives:
Petrol Customers: Offer value-added services like car wash
facilities, tire pressure checks, and clean restrooms to
enhance the overall experience. Promote these services through
signage and digital platforms.
Diesel Customers: Provide volume-based discounts, loyalty
programs, or bulk purchase benefits to incentivize high-volume
purchases. Highlight the cost-saving advantages of choosing our
petrol pumps.
➢ Optimize user experience:
Petrol Customers: Ensure clean and well-maintained premises,
efficient fuel dispensing systems, and friendly staff to
provide excellent customer service. Display real-time fuel
prices and queue management systems to improve the customer
journey.
Diesel Customers: Streamline the purchase process for bulk
orders, allowing online booking or pre-ordering options.
Provide dedicated lanes and faster service for high-volume
customers.
❖ Convert:
➢ Streamline the purchase process:
Petrol Customers: Offer contactless payment options, such as
mobile wallets or card payments, for quick and seamless
transactions. Implement self-service fuel dispensers for
customers who prefer a faster and independent experience.
Diesel Customers: Provide an online portal or dedicated account
managers for bulk order placements, ensuring a streamlined and
efficient process.
➢ Secure payment options:
Petrol Customers: Implement secure online payment gateways for
customers who prefer to pay through the website or mobile app.
Diesel Customers: Set up dedicated invoicing and credit
facilities for approved high-volume customers, ensuring trust
and convenience in their transactions.
❖ Engage:
➢ Personalize communication:
Petrol Customers: Collect customer data and preferences through
loyalty programs or feedback forms. Send personalized offers,
discounts, and birthday greetings via email or SMS to enhance
customer engagement and loyalty.
 Diesel Customers: Provide regular updates on diesel prices,
market trends, and bulk purchase offers through email
newsletters or targeted SMS campaigns.
➢ Foster customer feedback and reviews:
Petrol Customers: Encourage customers to provide feedback
through online surveys, ratings, or reviews. Respond promptly
and address any concerns publicly to demonstrate our commitment
to excellent service.
Diesel Customers: Conduct periodic satisfaction surveys and
request testimonials from high-volume customers to showcase
their positive experiences.
➢ Additional value-added services:
Petrol Customers: Offer convenience services like 24/7
operation, clean restrooms, air pressure checks, and small
vehicle repairs to enhance customer experience and loyalty.
Diesel Customers: Provide on-site fuel management
consultations, bulk delivery services, or fuel consumption
analysis to help high-volume customers optimize their
operations and reduce costs.

By implementing this RACE framework, we aim to attract a wide range of

customers, meet their specific needs, and build long-term relationships
based on excellent services, discounts, and personalized engagement.
Continuous monitoring and optimization of our digital marketing efforts
will ensure that we stay relevant and competitive in the oil and gas
industry.