BP readies diesel push, but marketers fly blind on how much they'll need

摘要

BP is preparing for the launch of its new branded diesel offer in April but jobbers are of two minds whether they want to take part. One skeptical group suggests that product share for diesel will be too low to justify the time, effort and cost. Another group has faith in the program, but says the various sign-up deadlines and paperwork requirements (contract riders need to be returned) are too tight. And both groups agree that gauging diesel demand some five weeks or more before lifting dates, as required, is a difficult task since the recession is deepening and diesel sales are a clear victim. While diesel may represent less than 5% of stations sales, BP puzzled some marketers with a complicated list of product categories for sites across the system.