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PetroStrategies recommends





Refined Product Marketing

 

Topics

US Refined Product Demand

Distribution Systems

Gasoline Marketing

Convenience Stores


How are Refined Products Sold?

After crude oil is converted into refined products, the products must be transported and sold to end-users.  


 U.S. Refined Product Demand

Refined products are consumed throughout the United States.  For convenience, the country is divided into five Petroleum Administration for Defense Districts (PADDs).  The states included in each PADD are shown in the following table:

PADD

States

I Maine, Vermont, New Hampshire, Massachusetts, New York, Pennsylvania, Rhode Island, Connecticut, New Jersey, Delaware, Maryland, West Virginia, Virginia, North Carolina, South Carolina,  Georgia, Florida
II North Dakota, South Dakota, Nebraska, Kansas, Oklahoma, Minnesota, Iowa, Missouri, Wisconsin, Illinois, Michigan, Indiana, Ohio, Kentucky, Tennessee
III New Mexico, Texas, Arkansas, Louisiana, Mississippi, Alabama
IV Montana, Idaho, Wyoming, Utah, Colorado
V Washington, Oregon, California, Nevada, Arizona

The consumption of products in each PADD for 2000 is shown in the following table:

Consumption of Petroleum Products
(Thousands of Barrels)

Products I II III IV V Total
LPG 76,030 153,636 536,068 1,388 23,436 790,558
Gasoline 1,069,394 889,160 463,790 8,031 537,499 2,967,874
Jet Fuel 214,916 132,494 72,782 2,358 179,364 601,914
Diesel Fuel 269,116 307,054 162,022 4,292 139,096 881,580
Home Heating Oil 226,429 94,836 71,888 649 21,133 414,935
Residual Fuel Oil 144,782 17,776 83,254 271 55,787 301,870
Other Products* 113,427 218,385 516,735 2,510 99,949 951,006
Total 2,114,094 1,813,341 1,906,539 19,499 1,056,264 6,909,737

(Source: Energy Information Administration, Petroleum Supply Monthly)

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Distribution Systems

In many cases refined products need to be moved from a PADD where there is excess supply to another PADD which needs more products.  This supply balance is illustrated in the chart.  PADD III refineries supply demand to the U.S. Midwest (PADD II) and East Coast (PADD I).  PADDs IV ( Rocky Mountains) and V (West Coast) are rather isolated from the rest of the nation and must largely be self-sufficient. 

[Click on image to view full-size]

(Source: Mr. James Watson, Baker & O'Brien)

[Click on image to view full-size]

(Source: Mr. James Watson, Baker & O'Brien)

Refined products are moved to markets using pipelines, tankers and tank trucks.  Pipelines are the lowest cost method.  Colonial Pipeline Company ships products from refineries in the U.S. Gulf Coast (PADD III) to markets in the East and Northeast.  Colonial Pipeline Co. is an interstate common carrier of petroleum products. Each day, Colonial delivers an average of 80 million gallons of gasolines, kerosenes, home heating oils, diesel fuels and other fuels to terminals in 12 states and the District of Columbia.  The 5349-mile system transports fuels from Texas, Louisiana, Mississippi and Alabama to 267 marketing terminals located near the major population centers of the Southeast and Eastern Seaboard. It is owned by BP (17.96%), CITGO Petroleum (15.79%), Conoco (8.53%), Equilon (16.12%), Koch Industries (7.30%), Marathon Oil Company (2.82%), Phillips Petroleum (8.02%) and Union Oil Company of California (23.44%).

Waterborne tankers move products from U.S. Gulf Coast ports to destinations along the Gulf Coast from Texas to Florida and East Coast from Washington to Boston.  

Once the products reach their destination, which is usually a supply terminal, they are distributed to gasoline stations, airports and homes by tanker trucks. Companies mix their additive packages into gasoline at these facilities.

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Gasoline Marketing

Perhaps the most visible refined product is gasoline.  Over 180,000 gasoline stations deliver transportation fuels to motorists throughout the United States. 

Gasoline is sold at branded and unbranded stations.  Branded stations include company-owned, distributors and dealers. Company-owned stations are Owned and operated by a petroleum refining company (e.g. ExxonMobil, Chevron, etc.) Company owned stations usually have a higher focus on fuel sales versus convenience store merchandise sales. Distributors are companies without refining operations that own and operate their own gas stations.  

Distributors may also supply gasoline to  dealers who are independent gasoline stations that have no distribution capabilities. Branded operations allow distributors and dealers to market gasoline under a recognized brand. Unbranded stations are retail or commercial.   

Retail establishments include companies such as chains such as RaceTrac and QuikTrip, "mom and pop" stations, and major retail marketers such as Wal-Mart and Coscos. Commercial operations are for fleet programs and construction operations.

Please click on the link to see some photographs of old time gasoline stations

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Convenience Stores

Convenience stores or C-stores represent a growing trend in retail operations.  Data compiled by the National Petroleum News indicates the nature of C-store operations.  

Category

Average 

Full C-Stores with more than 1,000 sq. feet, % 92%
Sell Gasoline, % 93%
Offer Car Wash, % 10%
Average Full C-Store Non-Gasoline Sales Volume, $/Month $87,408
Average Full C-Store Non-Gasoline Sales Volume, $/Month $23,973
Offer Deli, % 43%
Offer Branded Fast Foods, % 10%
Sell Alcohol, % 65%
Sell Tobacco, % 92%
Sell Lottery Tickets, % 74%

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The Petroleum Marketers Association of America (PMAA) is a federation of 42 state and regional trade associations representing 7,850 independent petroleum marketers nationwide. Most of  these marketers are small, family businesses serving the petroleum needs of their local community.  These companies sell approximately half the gasoline, 60% of the diesel fuel and 80% of the home heating oil consumed in America annually. 

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To learn more about refined product marketing, please check out the following PetroStrategies classes:

bullet

A Layman's Guide to the Oil & Gas Industry

bullet

The Oil & Gas Industry in Perspective

bullet

From Wellhead to Gasoline Pump

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For more information about refined product marketing, please check out the following references:

bullet

Petroleum Marketers Association of America

bullet

What is a Service Station?, Chevron Corporation

bullet

Restructuring: The Changing Face of Motor Gasoline Marketing 

bullet

The U.S. Petroleum Refining and Gasoline Marketing

bullet

Changing Competitive Environment for Gasoline Marketing

bullet

Gasoline Facts & Tips - Retail Marketing

bullet

Gasoline Tool Kit


Updated 01/10/08

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PetroStrategies, Inc.
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