A branding overview

The Brand Management & Communication function is a relatively new phenomenon at PSO. The department was initiated just six years ago. The department's core focus area was to initiate and establish a branding philosophy within the erstwhile supply-driven organisation.
Whereby an infrastructure for differentiating its brand portfolio was the need of the hour, given the fiercely competitive arena dominated by PSO's main competitors, which are also global giants.
Today, PSO prides itself in having introduced an unending series of industry firsts, from transparent pricing on monoliths, state-of-the-art business centers, round-the-clock internet access via kiosks at our stations, provided throughout Pakistan (including remote locations such as Gilgit, Skardu and Sust), auto car wash plants, laser-coding on lubricant packs, overhead hanging dispensing units to the technology-driven hi-tech family of Cards, the toll-free customer service, ISO Certification of our 'company owned, company operated' stations, the introduction of pre-additized motor-gasoline and diesel, as well as the installation of directional and traffic safety signs.
Never-ending is the list of unique offers and promotions that PSO has pioneered in such a short span of time.
PSO was the first OMC to utilise the space at its stations to construct double-sided mega hoardings, thus, providing the dual advantage of not only constructing huge, cost-effective hoardings at the premises that belong to PSO, but also lending the flexibility of standardising the sizes of the structures, so that the same display skins could be rotated around, throughout the country.
The company has also pioneered the revolutionary concept of constructing "zoom signs" at its stations to heights as much as 110 feet, which not only mark its business presence spectacularly, but also act as a beacon for commuters.
The introduction of the PSO high-tech family of cards, namely Loyalty, Fleet, Corporate and Prepaid Cards has virtually taken the industry by storm, the latest being the Privilege Loyalty Card. This initiative addresses the fuelling needs of each segment of the diverse target audience, so that the unique combination of flexibility and convenience coupled with security and savings is maximised.
To add greater value and to further enrich its fast-expanding portfolio, PSO also offered the PIN-based Loyalty Card and the Supplementary Corporate Card amongst a host of co-branding initiatives that include the Pizza Hut campaign, PIA cross-redemption, Citibank double reward points, Mobilink Indigo reward, Mobilink Electronic Voucher Distribution and the UBL Cashline campaign offering the PSO Free Prepaid Card and lots more.
PSO yet again took the lead in launching for the first time in Pakistan, an environment-friendly diesel, namely "Green XL Plus Diesel" and the first pre-additized environment-friendly gasoline - Premier XL.
PSO has also launched the CNG Plus Oil with an enhanced API-level. Earlier, PSO diversified its lubricants range by introducing its DEO and Carient range for diesel and motor gasoline engine oils, catering to the different demographic segments of our society. With this addition, PSO has carefully repositioned its entire lubricants portfolio that a few years ago merely comprised the world's number one brand, Castrol, whose GTX Magnatec ranks as the best synthetic lubricant in the market.
In line with modern corporate trends for enhancing PSO's Brand Equity through various media, the company has also launched a new website www.psopk.com to ensure availability of authentic and updated information for all stakeholders.
SLOGANS OVER THE YEARS:
LUBRICANTS: PSO AND CASTROL
-- 1980s: Liquid Engineering
-- 2000: Top Two Together
-- 2003: There One Just Right For You
-- 2004: Hai Koi Hum Jaisa
-- 2004: Jeet Hi Jeet
-- 2005: Engines Love Castrol
-- 2006: Castrol Maango
CARDS: FLEET AND CORPORATE CARDS:
SEPTEMBER 2004: HIGH TECH FAMILY OF PSO CARDS
-- January 2005: Your key to control, security and ease of use (Prepaid Cards)
-- July 2005: Puts your fuel expenditure in the right gear (Corporate Card)
-- July 2005: Steer your fuel expenditure in the right direction (Fleet Card)
-- October 2006: Enriching Your Experience
RETAIL FUELS:
Premier XL
-- 2005: The Drive Clean Gasoline - Cleans your engine while you drive
-- 2005: It's Different-Try It - Cleaner and greener environment.
-- 2006: No Tall Claims. 100% Fact - PSO fuel drives more people, more miles
-- 2006: Peak Performance - when it comes to passion for winning, no other fuel comes close
-- 2006: Your Engine Deserves The Very Best. Trust PSO - An automatic choice for discerning car owners
GREEN XL PLUS DIESEL:
-- 2004: Engine Shandaar-Mahaul Jaandar
-- 2005: Kum litre mein, Ziyada Kilometer (Less Litres, More Kilometers) - Pakistan ka wahid diesel jo engine ki taaqat barhaey, gaari ziyada door tak jaey.
E-10 GASOLINE:
-- 2006: E-10 Gasoline - Pakistan's first ethanol-blended alternate source of energy