Keeping its promise
Oman Oil Marketing Company has set new benchmarks in the oil retailing business in a short span of five years. Joseph Benny reports

Since its inception in 2003, Oman Oil Marketing Company (OOMCO) has seen a spectacular growth. Today, with over 100 filling stations and more than 40 strategically-located quick shops, the company has become a force to reckon with in the Sultanate’s market. This remarkable growth has clearly reflected in the bottomline of the company. In five years, the company’s annual net profit has crossed the five-million rial mark and its total assets have risen consistently since 2003. Looking back, Eng Omar Ahmed Qatan, CEO, OOMCO says, “Our intimate understanding of the local market coupled with the best international practice has helped us to grow over the past five years. Of course the Omanoil team is also a key strength, our team is made up of highly competent and talented individuals who are up to any challenge.”

Tapping new opportunities
Not one to sit on its laurels, OOMCO is planning a major expansion of its filling stations and will set up new filling stations where it is not currently present. Says Eng Qatan, “Omanoil has a strategic plan to be the leader in petroleum product retailing. Through the development of comprehensive plans we aim to be innovative, trustworthy, friendly and a good corporate citizen.” Along with retail expansion, the company also plans to set up various other facilities like car wash and convenient stores to complement these filling stations. This way, the company wants to provide customers a ‘one-stop-shop’ experience.

The strategic importance of the company can be seen from the fact that a number of leading entities in Oman, like LuLu, Enhance, Khimji Ramdas and BankMuscat, have joined hands with it. The company’s Basma Rewards programme -- pioneered in association with Lulu and BankMuscat -- helps shoppers ‘save as they spend.’ Its Ejaba card is used by the government and private sector vehicles.

OOMCO is the sole supplier of aviation gasoline 100 LL, which is used in piston engine aircraft, in Oman. Besides, it markets Castrol, BP and Omanoil branded lubricants in the Sultanate and abroad. The company caters to different segments of the lubricants market such as high street, commercial and industrial, franchise workshops, rigs, transport companies and the government sector. The lubricants are also sold at its filling stations and complement Lube Plus, which is a quick lube service attached to the filling stations. Moreover, the company launched Omanoil-branded lubricants in the international market in 2007. Omanoil lubricants are sold in Yemen, Iraq, Jordan and Sudan and other countries in the Far East and Africa. The company plans to enter other markets in the Middle East, Asia and Africa soon.

Restructuring boost
The company recently undertook a restructuring process which resulted in more transparency between different divisions in the company. The restructuring also created more opportunities for its staff. “We strongly believe in flexibility and transparency to get the maximum out of the staff. Empowerment is the key to success. Furthermore, restructuring also allowed hiring of more Omanis in senior positions to help achieve our current 85 per cent Omanisation rate,” says Eng Qatan.

The company has chalked out a comprehensive plan to remain competitive in the market. The company is banking on quality, innovation and value-added solution to achieve this goal. The company has adopted a customer-oriented approach to meet the needs of its customers.

OOMCO has been a great champion of corporate social responsibility (CSR) in Oman. According to the company, CSR has always occupied an important place in its marketing plans. Says Eng Qatan: “We are proud of being a role model with the best interests of the Omani people and the nation as our guiding principle. With a huge percentage of the Omani population under the age of 18, we have consistently focused on youth to harness our core values of being young and energetic.”

Among the company’s CSR initiative is the Omanoil Football School (OFS), which was formed in 2006 to enhance the soccer skills of football enthusiasts. The school was formed in association with Muscat Club and has over 240 participants. The company has also entered into a pact with the ministry of sports affairs to support its various activities such as sports festivals and basketball.

“Dar Al Atta’a has been a great partner to the company’s CSR initiatives. We maintain the belief that ‘charity begins at home’ and therefore we provide Dar Al Atta’a donation boxes at our filling stations and convenience stores,” says Eng Qatan. In Ramadan, the company sold vouchers at select Omanoil filling stations and the proceeds were given to Dar Al Atta’a for providing Iftar meals and Eid Al Fitr clothes for underprivileged families.

Safety comes first
When it comes to safety, the company has taken utmost care to avoid accidents. It has achieved the rare distinction of setting a 16 years of LTI-free (Loss Time Injury Free) record. The company promotes a culture of safety and complies with all government laws related to Health, Safety and Environment (HSE). Everyone who works for the company is empowered to ‘think safety’. The company was recently felicitated as the ‘Best Distributor in the Middle East and North Africa region upholding the highest health, safety and environment standards at a conference organised by British Petroleum in Shanghai, China.

The success of OOMCO is scripted by a well-trained, motivated and innovative staff. Operating in an increasingly competitive business environment, the company has continued its strong performance focus and consistently achieved its safety, operating and financial targets.

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