INDIAN OIL CORPORATION LIMITED

NAME - Siddharth Gupta ROLL NO - 107 ROOM NO – 13

SPECIALIZATION - Marketing Management 3rd Year B. Com. (Morn.) INTERNAL GUIDE – Prof. T. Sengupta (HOD) Management EXTERNAL GUIDE - Mr. S. Paladhi, Chief Manager (PPES) Indian Oil Corporation Limited INTERNSHIP TOPIC - A case study on the sales of branded Gasoline, Motor spirit (MS) and Xtra Premium (XP)

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ACKNOWLEDGEMENT

When I began my journey, I faintly knew what remained in stored for me in future. But

today I feel indebted to PROF. T. SENGUPTA (HOD) MANAGEMENT B.COM DEPT.

ST.XAVIER’S COLLEGE (AUTONOMOUS) for allowing me to undertake my project and

for constantly supervising, guiding and supporting me throughout my project.

I would like to thank Mr. S. Paladhi, Chief Manager (Pricing, Planning & Economic

Studies) of Indian Oil Corporation Limited Marketing Division for facilitating this scope

to be a part of a prestigious organization and allowing me to do my project work.

Last but not the least I take this opportunity to thank my parents for their constant

support, inspiration and help.

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In the era of competitive business, business or organization strategy may be defined as the attempt by those who control the organization to find ways to position their business or organization objectiveness that they can exploit the planning environment and maximize the future use of capital and human assets.

This project report compromise of company profile, research and methodology, data collection, analysis and findings, recommendation, limit of the study, etc. For this project, I did a survey with the customers in the Retail Outlets. After collecting the data, it was analyzed and then concluded. According to loopholes and back logs, I was able to give some suggestions to the Office.

INTRODUCTION

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COMPANY PROFILE

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Indian Oil is the India’s No.1 Company in Fortune’s prestigious listing of the world’s 500 largest corporations; ranked 135 for the year 2007 based on fiscal 2006 performances. It is also the 20th largest petroleum company in the world. Indian Oil has been adjudged No.1 in petroleum trading among the 15 national oil companies in the Asia-Pacific region and IOCL was featured on the Forbes Global 2000 list for 2005 at position 311.

INDIA’S FLAGSHIP NATIONAL OIL COMPANY

Indian Oil Corporation is India’s largest commercial enterprise which began operation in 1959 as Indian Oil Company Ltd. The Indian Oil Corporation was formed in 1964, with the merger of Indian Refineries Ltd. (Estd.1958). Currently its head office/registered office are in Mumbai. At the time of formation of Indian Oil Corporation Ltd., the authorized capital of the Indian Refineries Ltd. was Rs. 60 crore and that of Indian Oil Corporation Ltd. was Rs.12 crore.

CORPORATE HISTORY

IOC is the country’s largest commercial enterprise, with a sales turnover of Rs. 1, 30,203 crore (US $29.80 billion and profits of Rs. 7,005 crore (US$ 1.603 million) for fiscal year 2003-2004.

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Indian Refineries Ltd.1958

MergerIndian Oil Company

Ltd. 1959

Indian Oil Corporation Ltd. 1964

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OBJECTIVES AND OBLIGATIONOBJECTIVES:To serve the national interests in oil and related sectors in accordance and consistent with Government policies.To enhance the country's self-sufficiency in crude oil refining and build expertise in laying of crude oil and petroleum product pipelines.To develop operational synergies with subsidiaries and joint venture.To optimize utilization of refining capacity and maximize distillate yield and gross refining margin.To maximize utilization of the existing facilities for improving efficiency and increasing productivity.To minimize fuel consumption and hydrocarbon loss in refineries and stock loss in marketing operations to effect energy conservation.To earn a reasonable rate of return on investment.OBLIGATION:Towards customers and dealers - To provide prompt, courteous and efficient service and quality products at competitive prices.Towards suppliers - To ensure prompt dealings with integrity, impartiality and courtesy and help promote ancillary industries.Towards Defence Services - To maintain adequate supplies to Defence and other Para-military services during normal as well as emergency situations.Towards community - To develop techno-economically viable and environment-friendly products. To maintain the highest standards in respect of safety, environment protection and occupational health at all production units.

VISION AND VALUES

VISION VALUES

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OBJECTIVES OF THE STUDY

In the year 1996, Indian Oil Corporation became the first Indian company to debut to the ‘Fortune 500’ listing. Ranked 257 then, it has since moved up to 105 in 2009. India's single largest commercial enterprise with turnover of Rs. 2, 20, 779 crore (US$ 51 Billion) for 2006-2007. It covers the entire petroleum value chain from exploration, refining, marketing, pipelines, petrochemicals, gas to global operations.

The main objectives of this study are: CUSTOMERS VIEWS ON PRESENT PRICE DIFFERENCE BETWEEN MS AND

XP. STRENGTH IN THE BRANDED MS WHICH MAKES THE CUSTOMER USE

THE SAME. STUDY ON THE POSITIONING OF XP IN RO’S. PROFILE OF XP USERS. THE INCENTIVE STRATEGY FOR XP USERS. SYNERGY BETWEEN XTRAPREMIUM AND XTRAREWARD PROGRAMME.

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Though much effort was made to make this project work a success, some limiting factors always remained in the way.

a) The project covered various retail outlets across the city. Hence, I had to go to every retail outlet given to me for doing the survey.

b) Time being major constraints, all the retail outlets could not be targeted and sampling technique had to be used.

c) Some customers refused to answer and give views to fill the questionnaire.d) I had to introduce myself and ask the customers for their feedback within

the stipulated time in which their vehicles were getting filled which was a major drawback.

e) There was only very few open ended questions but due to work pressure and reluctance, many customers did not give proper suggestion and feedback.

f) The answers received were based on respondents perception or understanding of the question.

g) Some of the respondents were far from being specific and gave very general answers.

h) Some customers thought of me being a salesman of a product and did not even care to listen.

LIMITATIONS

RESEARCH AND METHODOLOGY

RESEARCH TYPE Quantitative- Quantitative research is done which provides hard data on the

numbers of people exhibiting certain behaviors, attitudes etc. Qualitative- Descriptive information is gathered, usually representing verbal or

narrative data through open-ended interviews or focus groups. Basic research- Here I expanded the boundaries or knowledge itself to verify the

acceptability of a given theory. Field work- I went to the Retail Outlets and personally met the concerned

persons to gather the information through questionnaires and personal discussion with the customers.

TOOLS & TECHNIQUES Primary Research-Primary Research is the process of gathering information directly

from individuals who have access to it .Questionnaire, Interviews, Survey Methods. Secondary Research- A secondary data research project involves the gathering

and/or use of existing data such as Books, Journals, Manuals, Magazines, Websites, and HR Hand Book.

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RESEARCH AND METHODOLOGYPLAN OF ANALYSIS• Quantitative analysis was carried out for each of the questions asked. Percentage

distributions of absolute values were also done at the same time. The results were represented by pie charts and column charts for comparisons and further understanding. Next followed Qualitative analysis, which was derived out of the quantified results. This was also done with the help of observations, experts’ view, etc. and finally conclusions and recommendation are made for further betterment of the company.

• Discussion-I got the information through personal discussion.• Pilot survey- I collected information by asking a set of questions in a proper

sequence in a questionnaire to a sample of individuals drawn so as to represent the whole population.

QESTIONNAIRES• Open Ended Questions- Open-ended questions are those questions that will

solicit additional information from the inquirer. • Close Ended Questions- Closed ended questions are those questions, which can be

answered finitely by either ‘yes’ or ‘no’ also known as dichotomous or saturated type questions.

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RESEARCH DESIGN

Sampling Design:Total strength of customers-152Sampling Size- 100Sampling Types-Customers coming to different RO’s (Retail Outlets)

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Purpose of Study

Literature Review

Environmental Scan

Preparation of Questionnaire

Questionnaire Survey

Analysis

Suggestions

METHODOLOGY PROCESS MAP

RESEARCH AND METHODOLOGY

LITERATURE REVIEW

PRESS RELEASES ON MOTOR SPIRIT (MS) PRICES:-I. New Delhi, March 15, 2013Indian Oil Corporation Ltd. has decided to reduce the retail selling prices ofPetrol w.e.f. midnight of 15th/16th March'13 by Rs. 2.00/ litre (excluding VAT).II. New Delhi, November 15, 2012Presently, the international oil price are relatively stable .However, there has been significant volatility in the INR-USD exchange rate and is currently very weak its uncertainty about future directions.III. New Delhi, October 08, 2012It has been decided to revise the MS prices downward by Rs. 0.56 per litre(excluding State levies in Delhi) w.e.f. 9th Oct’12. IV. New Delhi, July 25, 2012The Government of India vide its notification No.P-20029/18/2001-PP dated 16th

January , 2003, notified "The Irrecoverable Taxes Compensation Scheme", 2002 tocompensate the oil companies for irrecoverable state taxes to facilitate smoothtransition from the administered pricing regime to the market determined pricingscheme.

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SUMMARY FINDINGS

MOTOR SPIRIT(MS) Petrol in technical language is called

Motor Spirit. It is mainly used in passenger vehicles such as Two/Three Wheelers and Cars. At present, two types of petrol are being marketed across the country i.e. Normal Petrol and Branded Petrol.

XTRA PREMIUM(XP) Xtra Premium petrol is a much sought-

after fuel among discerning motorists who are in many ways emotionally attached to their wheels.

The “Clean and Keep Clean” function of the super cleanser additive in Xtra Premium reduces deposits to maintain “like new” performance of the vehicle. Regular use of Xtra Premium gives the vehicle a superior pick-up, smoother drive, better mileage and lower emission. Xtra Premium is designed not only to optimize performance of new generation vehicles but also rejuvenate old vehicle to perform better.

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SUMMARY FINDINGSCustomers views on present price difference between MS and XP• The price difference between MS and XP causes the main difference in the opinion of

the mass to choose any of the two gasolines.• According to the customers as the price of XP is more, people tend to buy more of MS

than XP.• But as for the new generation vehicles, XP is more preferred than MS because it gives

a lot of benefits which is not provided by MS.

Strength in the branded MS which makes the customer use the same• The main reason for the use of MS by the mass is that it is less in price than XP.• Due to less price of MS the customers prefer MS more than XP.• Previously MS was the only petrol available to the customers so most of the

customers have an attachment to that.

Study on the positioning of XP in RO’s• According to the Managers of the RO’s, XP is the most suitable petrol for the new

generation vehicles.• As it comes with various types of benefits, people are now more interested in buying

XP.• It has additives for optimizing performance of vehicles.

SUMMARY FINDINGS

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Profile of XP users• The users of XP are mostly the people who have a new generation vehicles.• The new generation vehicles owners opt for XP than MS due to a number of benefits

given by XP.

The incentive strategy for XP users• Indian Oil XTRAPOWER Fleet Card Program -A complete fleet management solution for

Fleet Owners / Operators and Corporate. XTRAPOWER is a Smart Card based Fleet Card Program, which facilitates cashless purchase of fuel & lubes from designated retail outlets of Indian Oil through flexible prepaid and credit facilities. The fleet card program also offers an exciting Rewards Program and unique benefits like personal accident insurance cover and vehicle tracking facilities.

Synergy between XtraPremium and XtraReward Programme• Every time the customers fill their fleet with fuel & lubes using XTRAPOWER fleet cards

at designated retail outlets of Indian Oil, customers earn XTRA Points. They can exchange the accumulated XTRA Points for attractive gifts from XTRAPOWER Rewards Catalogue including free fuel & lubes. In short, the XTRAPOWER Fleet Card Program offers not just amazing convenience & security but also an opportunity to translate all your dreams into a reality.

SWOT ANALYSISStrength 1. India’s largest commercial enterprise with a strong brand name

2. Has around 50% petroleum products

3. Operates 10 refineries in India

4. Huge distribution network through retailing

5. Accounts for a 47% share in the petroleum products market, 34.8% share in refining capacity and 67% downstream

sector pipelines capacity in India

6. Has over 35,000 employees

7. Loyalty programs like XTRAPOWER Fleet Card Program is aimed at Large Fleet Operators

Weakness 1 .Legal issues

2. Employee management

3. Bureaucracy

4. Volatility in the crude market & subsidy burden

Opportunity 1. Increasing fuel/oil prices

2. Increasing natural gas market

3. More oil well discoveries

4. Expand export market

Threats 1. Government regulations

2. High Competition 18

DATA INTERPRETATION

1. TYPE OF VEHICLE 2. AMONG THE FOLLOWING COMPANIES WHO’S PETROL HAVE YOU TRIED BEFORE

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45

45

10

2 Wheeler

4 Wheeler

6 Wheeler

85%

80%

15%

75%

5%

IOCL HP

RELIANCE BHARAT PETRO.

PARAS

DATA INTERPRETATION

3. HOW SATISFIED ARE YOU FROM THE PRODUCT OF INDIAN OIL

4. ADVANTAGES OF USING XP

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Se-ries1

0 5 10 15 20 25 30 35 40 45 50

3

5

7

40

45

Extremely Sat -isfied

Very Satisfied

neutral

Very Dissatisfied

Extremely Dissat -isfied

Mileage/Average

quality

Smooth running

low in price

majority uses it

using it for long

better engine

eco friendly

others

0 5 10 15 20 25 30

25

12

10

7

5

9

15

10

7

DATA INTERPRETATION

5. RECOMMENDATION TO OTHER FRIENDS 6. HOW SATISFIED ARE YOU FROM THE PROMOTIONAL STRATEGY ADOPTED BY

INDIAN OIL FOR MARKETING XTRA PREMIUM

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Se-ries1

0 5 10 15 20 25 30 35

30

35

20

10

5

Definitely Not

Probably Not

Might/Might Not

Probably

Definitely

Extrem

ely Sa

tisfied

Very Sa

tisfied

Neutra

l

Very Diss

atisfi

ed

Extrem

ely Diss

atisfi

ed

0

5

10

15

20

25

30

35

40

45

5

15

45

20

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CONCLUSION

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To conclude my project, I would like to briefly analyze all the different chapters. The introductory chapter mainly stress on the Corporate History, Company Profile and Objectives of the Company. The Objectives of the study mainly deals with the purpose of doing my internship at Indian Oil Corporation. The next important chapter is the limitation of my study which shows the difficulty that I had to face while conducting the survey in different Retail Outlets across the city.

The next chapter would relate to the Research Methodology which stresses on the method I took up to undertake the survey. The method which I used is mainly primary in nature and it consists of questionnaires by visiting the various Retail Outlets. The Summary Finding chapter is basically concerned with the key findings, SWOT Analysis and Data Interpretation of the survey which I undertook for several Retail Outlets.

To conclude this project, I would like to say that it is this work experience that I would carry along with me in every walk of life. I am confident that the lessons that I have learned through this internship will be a guiding light for my career ahead.

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ANNEXURESURVEY QUESTIONNAIRE

1. Which income level best describes your total annual household income? [A]Under 25000 [B]25000-34999 [C]35000-49999 [D]50000-74999 [E]100000-119999 [E]Over 1, 20,000

2. Which of the following age groups do you fall in? [A]18-24 [B]25-34 [C]34-44 [D]45-49 [E]50-54 [F]55-64 [G]64 and old

3. Type of vehicle? [A] 2 wheeler [B] 4 wheeler [C] 6 wheeler

4. Do you know the names of the following companies? [A]Indian Oil [B]Hindustan Petro. [C]Bharat Petro. [D] Reliance Petro. [E] Paras Petro.

5. Among the following companies who’s petrol have you tried before? [A]Indian Oil [B]Hindustan Petro. [C]Bharat Petro. [D] Reliance Petro. [E] Paras Petro.

6. Are you aware that IOCL is marketing XtraPremium other than Motor Spirit? [A]Yes [B] No

7. Are you using any of the above petrol (between MS and XP)? [A]Yes [B] No

8. If Yes then how satisfied are you from the product of IOC? [A]Extremely Satisfied [B]Very Satisfied [C]Neutral [D]Very Dissatisfied [E]Extremely Dissatisfied

ANNEXURESURVEY QUESTIONNAIRE

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9. If No then why not. State your reasons

10. What are the advantages of using XtraPremium [A]Mileage/Average [B]Good Quality [C]Smooth Running [D]Cheap from other petrol's [E]Majority uses it [F]Eco Friendly [G]Using it from long [H]Keeps engine better

11. Would you recommend it to your other friends [A]Definitely [B]Probably [C]Might/Might Not [D]Probably Not [E] Definitely Not

12. If No then why not. State your reasons

13. On a scale of 1-5 where would you like to place Xtra Premium [1-Worst 5-Excellent] [A] 1 [B] 2 [C] 3 [D] 4 [E] 5

14. Do you know any of the promotional strategy adopted by IOC for marketing XtraPremium [A]Yes [B] No

15. If Yes then which one have you heard before [A] Xtra Premium Fleet Card Program [B] Xtra Premium Easy Fuel Card

16.Are you satisfied with the promotional strategy adopted by IOC [A]Yes [B] No

BIBLIOGRAPHY

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PRIMARY DATA:Questionnaire MethodSurvey MethodInterview Method

SECONDARY DATA: BOOKSI. Marketing Management – Philip Kotler.II. Marketing Research – G.C Beri; Nigel Bradley.

WEB CONSULTEDI. http://www.authorstream.com/Research-Methodology II. www.hubpages.comIII. www.iocl.co.in

PRESS RELEASEI. www.iocl.co.in

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