Shri Shakti LPG is a customer-friendly company. The closeness it enjoys with its customers is evident in its marketing network. A network that is open for other products as well. A network that has garnered enormous goodwill.

As of February 1999, Shri Shakti’s dealers are spread as follows: Andhra Pradesh (169), Karnataka (62), Kerala (20), Tamil Nadu (39), Pondicherry (1), Goa (6), Orissa (6).

All the dealers of SSLPG are generally proprietor or partnership concerns except for a few private limited companies. All dealers are exclusive and deal only with LP Gas - meaning SHAKTI GAS. Each SHAKTI GAS dealer has invested Rs 5 to 10 lakhs in stocks, investment in showroom, godown and delivery vehicles.

Showroom - Each dealer has a showroom in a prominent market place with a carpet area of 250 to 400 sft. LPG stoves, rubber tubes and gas lighters are some of the items generally sold through the dealers showroom.

Godown - Each dealer has a godown for stocking full and empty gas cylinders that is licensed by the Chief Controller of Explosives, Government of India. The godowns are located on a land area of 500 to 1000 sq yds and are capable of stocking 250 to 1000 cylinders.

Delivery Vehicles - Each dealer has delivery vehicles appropriate for his operations and these range from rickshaws to 3 wheelers to 5 and 10 MT trucks.

Mechanics and Delivery Boys - Each dealer also has at least one mechanic and two delivery boys for installation of gas connections and for delivering refills besides providing service for stove repairs.

Most of the SHAKTI GAS dealers are servicing commercial and industrial establishments, besides the traditional market of domestic customers. Apart from this, they are also actively involved in marketing and advertising campaigns wherein they contribute to the expenditure for local promotion of marketing schemes and advertisements. SHAKTI GAS dealers sponsor local community events and also conduct Safety Clinics for their consumers and general public.

SPECIAL CHARACTERISTICS OF THE SHAKTI GAS DEALER NETWORK:

SHAKTI GAS has been marketed through innovative and aggressive schemes at unsubsidised market determined prices. SSLPG has adopted mass media advertising campaigns, supported by local promotion by dealers, to penetrate urban and rural markets. What is most remarkable was that SHAKTI GAS was sold at 80 to 100% higher prices when compared to the subsidised prices of Government Oil Companies that have enjoyed decades old monopoly. SHAKTI GAS infrastructure was built from scratch in a relatively short period of time; hard work and commitment to service epitomise the sales network. It is no surprise that SHAKTI GAS refills are delivered on the same day, a standard of service that is unparalleled in the LP Gas industry in India.

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