RETAIL BY KEITHREID The annual snapshot of the petroleum marketing and retailing industry
NPN MAGAZINE'S 2012 MARKETFACTS INDUSTRY SURVEY
New England: Maine, New Hampshire, Vermont, Connecticut, Massachusetts, Rhode Island Mid-Atlantic: New York, New Jersey, Pennsylvania, Maryland, West Virginia, Delaware, Washington, D.C.
Midwest: Ohio, Indiana, Illinois, Michigan, Minnesota, Iowa, Missouri, Arkansas, North Dakota, South Dakota, Nebraska, Kansas, Wisconsin
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West: Oklahoma, Texas, Montana, Wyoming, Colorado, New Mexico, Idaho, Utah, Arizona, Nevada, Washington, Oregon, California, Alaska, Hawaii
HIS IS THE FIFTH YEAR OF NPN'S INDUSTRY readership/viewership survey in which we take a snapshot of the industry (marketer and retailer) and examine some of the more pressing con- cerns. While not exhaustive, we feel the informa-
tion is useful and fairly representative. We received nearly 100 solid responses and the demo-
graphic questions suggest that the respondents represent a fairly diverse cross-section of the industry both geographi- cally and in regards to the scale of their businesses. Where branding was concerned, the majors were well represented with 20% BP, 17% Shell, 15% Sunoco and ExxonMobil and 13% Chevron. A total of 39.1% operated some form of private brand.
MARKETER SPECIFICS Of the respondents, 36% would be considered pure marketer/ distributors and 64% operated retail sites. The majority of respondents this year supplied fewer than 100 sites though several supplied as many as 1,000 sites.
MARKETER OFFERINGS Among the marketer respondents virtually all (roughly 90%) sup- plied gasoline, all on-road diesel and 83% off-road diesel. Additional fuels provided included heating oil (67%) and propane. A total of 64.3% offered lubricants. The average fuel wholesale gross margin among respondents came in at $0.17. The average wholesale net margin was an average of $0.08. Some 93% offer their customers with a "keep it full" program. Where the hedging of refined products is concerned, 47% take advantage of this risk management tool. Some 29% use online pricing and purchasing technology.
12 OCTOBER 2012 BP
Chevron CHS
Citgo
ExxonMobil Getty Gulf Hess
Marathon
Phillips 66/76/Conoco/Jet Shell
Sinclair Sunoco
Tesoro/Mirastar Valero Texaco
Other refiner/marketer brand Private brand
How many cardlock sites do you operate? 0
1-5 6-10 Over 10
11% 24%
South: Kentucky, Virginia, Tennessee, North Carolina, South Carolina, Louisiana, Mississippi, Alabama, Georgia, Florida 28% 30% 20%
20% 13% 7% 4%
15% 4% 2% 7% 7% 7%
17% 4%
15% 7% 7% 2%
13% 40%
OPERATIONS
50.0% 44.4% 6%
0.0% NPN Magazine n www.npnweb.com
