jlzwhite.gif (125550 bytes) Gasoline Marketing
   Posted July 10, 2008                                                                               JLZ Business Services

Our Gasoline Marketing Section provides valuable on-line information for the gasoline retailer. Browse away ... we're certain you'll find information to make your business more successful. 

  Gasoline & Diesel Merchandising Tips
Your gasoline marketing goal should be to increase the frequency of customer visits to your station, thus improving your gasoline sales and gross profits. However, in addition to offering quick and courteous customer service, and being committed to 100% customer satisfaction, there are other factors that affect your entire operation when merchandising gasoline.

Gasoline volume has an affect on all your profit centers. Whether your a full facility service station, a food mart or convenience store, a car wash or a pumper, don't forget to consider these three very important factors when pricing your fuels. And remember to consider the cost of rents, credit card fees and other expense factors like Crins papers and supplies that contribute to the cost of dispensing gasoline.

1. Total revenue concept.

The total revenue concept reflects the fact that all allied sales in your station are affected by gasoline marketing. An increase or decrease in gasoline volume will directly affect allied sales levels. You should take this principal into consideration when pricing gasoline. Intend to increase gallons by competitive pricing, quality customer service, and being committed to 100% customer satisfaction.

2. Pricing factors.

Gasoline competitors should be surveyed in your area continuously and should be ranked according to volume. Each grade of fuel should be carefully evaluated when making pricing decisions. You should determine the gross profit dollars required to run your business and price accordingly.

3. Non-price factors.

Other factors beside price effect volume when marketing gasoline. The quality of your facility, cleanliness of your facility, courtesy by your employees, and the quality of merchandising. All of these factors should be evaluated to assure the highest volume possible at the highest margin possible at a given price.