Strategic marketing planning process for LPC at Gujarat gas company ltd.
It was an unusually hot afternoon on a typical February day of 1996. Even in the cool ambiance of his comfortable room within the state-of-the-art corporate headquarters of GGCL (LPG Division), Dr. P. K. Sinha, Marketing Manager, was feeling the heat. The palpable feeling was that of anxiety and wanted to know what planning challenges lay ahead of him. Industrial Structure: LPG marketing was started in India by Burma Shell in 1955. Esso followed soon in 1958. The demand for LPG in the initial years was very low since LPG as a fuel for the domestic application was not well understood and marketed. However, the situation changed dramatically by early 1960s with the demand far outstripping supply once the customers understood the benefits of LPG as a fuel. The availability of LPG in the country continued to increase substantially in the 1960s and 1970s. The annual rate of increase from 1980-81 till today was given in the table.
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