BP's Aim to Be No. 1 Fuel Brand

Gasoline provider outlines plan to invest heavily east of the Rockies

Published in CSP Daily News

SCOTTSDALE, Ariz. -- BP this week rolled out its plans to be the No. 1 fuels brand east of the Rockies at the biennial BP Amoco Marketers Association (BPAMA) Convention and Business Expo. High quality fuel, clean and inviting retail sites, and innovative consumer loyalty programs are major elements of the plan unveiled during the three-day event themed “together we will grow.”

“BP’s branded marketers are the ambassadors of the BP brand,” said Corey Correnti, senior vice president of BP’s marketing sales and supply business. “We listened to their needs and worked collaboratively with the BPAMA. We are confident we have a winning brand proposition that will make BP the No. 1 brand across our footprint. We are committed to working with our branded marketers to grow this brand as measured by both market share and brand preference.”

BP announced plans to continue on-site activation and media campaigns and to improve the consumer experience in order to increase consumer registration in the company’s signature loyalty program BP Driver Rewards. Since rolling out the program in April 2013, the company has invested more than $20 million in awareness and on-site campaigns to increase registrations, and has rewarded consumers with millions of dollars of at-the-pump price roll-backs. To date, BP has signed up more than 1 million Driver Rewards members. These loyalty-card holders visit BP sites twice as frequently as the average consumer and spend 20% more money on fuel. BP also announced plans to further enhance the personalization of their BP Driver Rewards communications to consumers, a unique offer in fuel loyalty programs.

BP also announced plans to build on its reputation for fuel quality. The company joined the Top Tier program last year and briefed retailers on plans to take quality even further with ongoing investments in new and improved BP fuels with Invigorate.

“Quality fuels are the cornerstone of the BP brand,” said Amy Abraham, vice president marketing & communications. “In 2014, you can expect us to continue with our differentiated fuels message of 'a Few More Miles.' "

BP will also continue to promote the company’s competitive co-op program that reimburses retailers for 100% of site image-related expenses. BP has also increased the number of field staff, also known as “market captains,” to support the investment at BP stations and to train staff on the importance of getting the consumer’s experience with the BP-brand right.

At a corporate level, BP has invested hundreds of millions of dollars over the past two years on advertising campaigns, focused on the company’s commitment to the U.S. Retailers were able to get a first look at BP’s advertising around the company’s support of the United States Olympic Committee and Team USA that will air during the Sochi 2014 Olympic and Paralympic Winter Games.

Over the past five years, BP has invested more than $55 billion in the United States. BP is the nation’s second-largest producer of oil and gas and provides enough energy annually to light nearly the entire country for a year. Directly employing more than 20,000 people in all 50 states, BP supports more than 260,000 jobs total through all of its business activities.