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Q1 smm project_iocl&ttml_sarjeevan_20104006

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executive mba oil & gas - strategic marketing management STP & 4Ps IOCL & Tata Docomo

executive mba oil & gas - strategic marketing management STP & 4Ps IOCL & Tata Docomo

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  • 1. MARKETING STRATEGIES OF INDIAN OIL CORPORATION LIMITED & TATA TELESERVICES (MAHARASHTRA) LTD: A COMPARATIVE STUDY By SARJEEVAN SAINBHI ID No.: 20104006 Course Faculty: MR. SUBRAT SAHU /PRAMOD PALIWAL / KAUSHAL KISHOREA Project Report Submitted as part-fulfillment of the course titled: Strategic Marketing Management in 15-Month Executive MBA Programme (Jan. 2011- Mar. 2012) SCHOOL OF PETROLEUM MANAGEMENT (SPM), PANDIT DEENDAYAL PETROLEUM UNIVERSITY, GANDHINAGAR (GUJARAT) 1st March 2011
  • 2. SARJEEVAN SAINBHI I.D. 20104006 (EXE-MBA10) Abstract An organization’s marketing strategy describes how the firm will fulfill the needs and wants of its customers. Market segmentation, Targeting & Positioning (STP) is the process of dividing the total market for a particular product or product category in to relatively homogenous segments or groups, choosing the right target market from alternatives & finally positioning it effectively to creating a mental image of the product offering and its differentiating features in the minds of the target market. Marketing Mix (4P’s) is the set of marketing tools the firm uses to pursue its marketing objectives in the target market. This project report focuses on the study of STP & 4P’s of IOCL’s XtraPremium petrol brand & TTML’s Tata DOCOMO GSM Services. Both the brands were also compared for similarities & dissimilarities among their STP & 4P’s. Later Conclusion is made in context to the learning from the study. Page 1 of 22
  • 3. SARJEEVAN SAINBHI I.D. 20104006 (EXE-MBA10) AcknowledgementI would like to thanks my Course Faculty Mr. Subrat Sahu / Pramod Paliwal / Kaushal Kishore & mybatch-mates for providing valued suggestion for improvement during Mid-Review presentation, whichreally helped me in improving the content & coverage of this project report.SARJEEVAN SAINBHI, March 2011 Page 2 of 22
  • 4. SARJEEVAN SAINBHI I.D. 20104006 (EXE-MBA10) List of Abbreviations 1. ATF – Aviation Turbine fuel 2. CDMA – Code division multiple access 3. GSM – Global system for mobile communication 4. IOCL – Indian oil corporation Limited 5. LPG – Liquefied petroleum Gas 6. MMTPA – Million metric tons per Annum 7. STP – Segmentation, Targeting & Positioning 8. TTML – Tata Teleservices (Maharashtra) Limited 9. TTSL – Tata Teleservices Limited List of Figures: Sl. Figure no. Description Page no. No. 1. Figure 7.3.1 Print media advertisement - XtraPremium 17 2. Figure 7.3.2 Print media advertisement - XtraPremium 17 3. Figure 7.3.3 Print media advertisement - XtraPremium 17 4. Figure 7.3.4 Print media advertisement – Tata DOCOMO 18 5. Figure 7.3.5 Print media advertisement – Tata DOCOMO 18 List of Tables: Sl. Table No. Description Page no. No. 1. Table 2.1 Financial Figures 6 2. Table 2.2 Financial Figures – Tata DOCOMO in Crores of Rs. 6 3. Table 6.1 STP – XtraPremium 12 4. Table 6.2 STP – Tata DOCOMO 13 5. Table 7.0 Marketing Mix – 4P’s 14 6. Table 7.1 4P’s – XtraPremium 15 7. Table 7.2 4P’s – Tata DOCOMO 16 8. Table 8.0 Comparison – XtraPremium & Tata DOCOMO 19-20 Page 3 of 22
  • 5. SARJEEVAN SAINBHI I.D. 20104006 (EXE-MBA10) CONTENT SL. PAGE DESCRIPTION NO. NO. 1.0 ORGANIZATION’S BACKGROUND 5 2.0 FINANCIAL FIGURES 6 3.0 MARKETING OVERVIEW 7 4.0 PRODUCT / SERVICE UNDER STUDY 8 5.0 PRODUCT OVERVIEW 9 6.0 MARKET SEGMENTATION, TARGETING & POSITIONING (STP) 10 7.0 MARKETING MIX (4P’S) 12 8.0 STP & 4P’s COMPARISON BETWEEN XTRAPREMIUM & TATA DOCOMO 19 9.0 CONCLUSION 21 10.0 REFERENCES 22 Page 4 of 22
  • 6. SARJEEVAN SAINBHI I.D. 20104006 (EXE-MBA10)1.0 ORGANIZATION’S BACKGROUND1.1 INDIAN OIL CORPORATION LIMITED (IOCL) Indian Oil Corporation Ltd. (IOCL), Indias largest commercial ISO-9002 certified enterprise and as a leading public sector enterprise of India, is the highest ranked Indian company in the prestigious Fortune Global 500 listing. IOCL is the 20th largest petroleum company in the world. Established in 1959 as Indian Oil Company Ltd., Indian Oil Corporation Ltd was formed in 1964 with the merger of Indian Refineries Ltd. (Estd. 1958). It was originally incorporated as IOCL in the year 1964. Indian Oil and its subsidiaries account for 47% petroleum products market share, 40.4% refining capacity and 67% downstream sector pipelines capacity in India. IOCL a traditional manufacturer of refined petroleum products, the new building blocks for global ambition of the corporation are the Petrochemicals, Natural Gas, Exploration & Production, Overseas Business, Consultancy, Biofuels and Hydrogen, etc. The Indian Oil Group of companies owns and operates 10 of Indias 20 refineries with a combined refining capacity of 60.2 million metric tons per annum (MMTPA, i.e., 1.2 million barrels per day). These include two refineries of subsidiary Chennai Petroleum Corporation Ltd. (CPCL) and one of Bongaigaon Refinery and Petrochemicals Limited (BRPL). The 10 refineries are located at Guwahati, Barauni, Koyali, Haldia, Mathura, Digboi, Panipat, Chennai, Narimanam, and Bongaigaon. As of November 2007, Indian Oil has taken a significant step in promoting Bio-Diesel as a green fuel by entering into a Memorandum of Understanding (MoU) with the Government of Chhattisgarh. Indian Oil- R&D Centre Awarded the coveted WIPO GOLD MEDAL in 2008, Indian Oil wins Retailer of the Year - Rural Impact Award and Indian Oils XtraPower wins Loyalty Summit Award in the same year 2008.1.2 TATA TELESERVICES (MAHARASHTRA) LTD Tata Teleservices Maharashtra Limited (TTML) spearheads the Tata groups presence in the telephony sector in the telecom circles of Maharashtra including Mumbai and Goa. TTML commenced landline operations in 1998 and today has the largest wireline base in Mumbai and Maharashtra amongst all private operators, with over 600,000 subscribers, and with over 50% market share. It commenced full mobility wireless services on the CDMA-1X platform in 2004-5, and has over 11 million wireless subscribers today, with over 16.9% market Page 5 of 22
  • 7. SARJEEVAN SAINBHI I.D. 20104006 (EXE-MBA10) share. It is also a market leader in wireless data cards, with its pioneering Plug2Surf 1-X data cards and its recent launch of mobile broadband services with Photon+. The Company has been responsible for a number of innovations over the years, including its market introductions last year of 1 GB memory USB wireless modems, the world’s first CDMA AM/FM Radio Phone, the Ganesha-motif Sumukha phone, the launch of the Novatium sub- $100 PC in Mumbai, and, for the first time, a 100 Mbps to the home Ethernet-based broadband service called Power Launcher. The Company has also rolled out its GSM services under the brand name TATA DOCOMO in Mumbai, Maharashtra and Goa.2.0 FINANCIAL FIGURES2.1 INDIAN OIL CORPORATION LIMITED: Table 2.1 (Financial Figures - IOCL)2.2 TATA TELESERVICES (MAHARASHTRA) LTD: Table 2.2 (Financial Figures – Tata DOCOMO in Crores of Rs.) Page 6 of 22
  • 8. SARJEEVAN SAINBHI I.D. 20104006 (EXE-MBA10)3.0 MARKETING OVERVIEW3.1 INDIAN OIL CORPORATION LIMITED: Indian Oil has one of the largest petroleum marketing and distribution networks in Asia, with over 35,000 marketing touch points. Its ubiquitous petrol/diesel stations are located across different terrains and regions of the Indian sub-continent. From the icy heights of the Himalayas to the sun-soaked shores of Kerala, from Kutch on Indias western tip to Kohima in the verdant North East, Indian Oil is truly in every heart, in every part. Indian Oil’s vast marketing infrastructure of petrol/diesel stations, Indane (LPG) distributorships, SERVO lubricants & greases outlets and large volume consumer pumps are backed by bulk storage terminals and installations, inland depots, aviation fuel stations, LPG bottling plants and lube blending plants amongst others. The countrywide marketing operations are coordinated by 16 State Offices and over 100 decentralized administrative offices. Products & Services (mix) provided by Indian Oil Corporation Limited are:- Product : Services:  Indane gas  Refining  Auto Gas  Pipelines  Natural Gas  Marketing  Petrol/ gasoline  Training  Diesel/Gas oil  Research & Development  ATF/Jet Fuel  Servo Lubricants & Greases  Marine Fuels & lubricants  Kerosene  Bulk/industrial Fuels  Bitumen  Petrochemicals  Special Products  Crude oil3.2 TATA TELESERVICES (MAHARASHTRA) LTD: The Company has closely aligned and integrated its business operations and strategies with those of TTSL and also shares certain infrastructure (e.g. billing platform, intelligent network platform etc.) and activities (e.g. procurement) with TTSL. The Company benefits from the goodwill associated with the Tata Indicom brand that Tata Sons Limited has permitted the Page 7 of 22
  • 9. SARJEEVAN SAINBHI I.D. 20104006 (EXE-MBA10) Company to use for marketing its CDMA products and services and Tata Docomo brand that Tata Sons Limited and NTT Docomo Inc. has permitted the Company to use for marketing its GSM products and services. The Companys central services sharing arrangements with TTSL allow it to jointly negotiate with equipment suppliers and service providers and benefit from economies of scale. In addition, the Company offers roaming services to its CDMA/GSM mobile subscribers, who can roam in the service areas where TTSL network is operational and vice- versa. Although all the above positively impact the Companys performance, if the Company is viewed as a standalone enterprise, this inter-dependency may be perceived to be an area of concern. GSM / CDMA Products & Services (mix) provided by Tata TeleServices Maharashtra Limited (TTML) are:  Tata Indicom  Tata Photon  Tata Walky  Enterprise Services  Virgin Mobile  Tata Docomo  Power Launcher Broadband service4.0 PRODUCT / SERVICE UNDER STUDY For ease of the Marketing strategy study, the product / service chosen are IOCL’s XtraPremium Petrol & TTML’s Tata DOCOMO. Thus, further discussion in this project report will be in context to the above mentioned product / service. Page 8 of 22
  • 10. SARJEEVAN SAINBHI I.D. 20104006 (EXE-MBA10)5.0 PRODUCT OVERVIEW:5.1 XTRAPREMIUM Petrol: XTRAPREMIUM petrol brand was launched by IOCL in the year 2004. XTRAPREMIUM 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 XTRAPREMIUM reduces deposits at the port fuel injector, intake valve and controls combustion chamber deposits to maintain "like new" performance of the vehicle. Regular use of XTRAPREMIUM gives the vehicle a superior pick-up, smoother drive, better mileage and lower emission. XTRAPREMIUM is designed not only to optimize performance of new generation vehicles but also rejuvenate old vehicles to perform better. Little wonder, Indian Oil’s XTRAPREMIUM petrol is the largest selling branded petrol in India. Major Competitors: 1. BPCL’s Speed Petrol 2. HPCL’s Power Petrol 3. Unbranded Petrol5.2 TATA DOCOMO: TTML launched its GSM services in Mumbai and across Maharashtra in August 2009 under the brand ‘Tata Docomo’. Tata DOCOMO has also become the first Indian private operator to launch 3G services in India. With 3G, Tata DOCOMO stands to redefine the very face of telecoms in India under TTML & TTSL (Tata Teleservices Ltd). Major Competitor: 1. Airtel 2. Idea 3. Bsnl 4. Aircel 5. Vodafone Page 9 of 22
  • 11. SARJEEVAN SAINBHI I.D. 20104006 (EXE-MBA10)6.0 MARKET SEGMENTATION, TARGETING & POSITIONING (STP) Market Segmentation: Market segmentation is the process of dividing the total market for a particular product or product category in to relatively homogenous segments or groups. Following are the variables for market segmentation in Consumer Markets: 1. Geographic Segmentation: calls for dividing the market in to different geographical units as region, city, density & climate. 2. Demographic Segmentation: the market is divided in to groups on the basis of variables such as age, family size, family life cycle, gender, income, occupation, education, religion, race, generation, nationality and social class. 3. Psychographic segmentation: buyers are divided in to different groups on the basis of lifestyle or personality or values. 4. Behavioral Segmentation: buyers are divided into groups on the basis of their knowledge of, attitude toward, use of, or response to a product i.e. occasions, benefits, user status, usage rate, loyalty status, Readiness stage, Attitude toward product. Market Targeting: Having evaluated different segments, the company can consider five patterns of target market selection: 1. Single-segment concentration: M1 M2 M3 P1 P2 P3 2. Selective specialization: M1 M2 M3 P1 P2 P3 3. Product specialization: M1 M2 M3 P1 P2 P3 Page 10 of 22
  • 12. SARJEEVAN SAINBHI I.D. 20104006 (EXE-MBA10) 4. Market specialization: M1 M2 M3 P1 P2 P3 5. Full Market Coverage: M1 M2 M3 P1 P2 P3 Market Positioning: Positioning refers to creating a mental image of the product offering and its differentiating features in the minds of the target market. The types of market positioning approach are:- 1. Attribute positioning: A company positions itself on an attribute, such as size or number of years in existence. 2. Benefit positioning: The product is positioned as a leader in a certain benefit. 3. Use or application positioning: Positioning the product as best for some use or application. 4. User positioning: Positioning the product as best for some user group. 5. Competitor positioning: The product claims to be better in some way than a named competitor. 6. Product category positioning: the product is positioned as the leader in a certain product category. 7. Quality or price Positioning: The product is positioned as offering the best Value. In the below paragraphs, STP of IOCL’s Xtrapremium Petrol & TTML’s TATA DOCOMO will be analyzed. Page 11 of 22
  • 13. SARJEEVAN SAINBHI I.D. 20104006 (EXE-MBA10)6.1 XTRAPREMIUM Petrol: Table 6.1 (STP – XtraPremium) 1. Geographic Segmentation: IOCL rolled out its petrol under the brand name XtraPremium in all states of India. Geographic segmentation Variables includes:  Region: All States of India.  City: Almost all Cities in India.  Density: Urban, Suburban & rural areas. 2. Demographic Segmentation: XtraPremium Brand is focused on all commercial, Residential & Public uses in petrol automobile vehicles including following variables:  Age : 18+  Family size : All  Family life cycle : All  Gender : Male & Female  Income : All Market Segmentation  Occupation : All Areas including unemployed  Education : All  Religion : All  Race : All  Generation : All  Nationality: All resident in urban & rural areas of India. 3. Psychographic segmentation: XtraPremium is focused on Affluent & Educated Buyers. 4. Behavioral Segmentation: XtraPremium has focused mainly on the following behavioral segmentation variables:  Benefits: Quality product by offering superior performance as against regular unleaded petrol.  User status: Regular user. IOCL has Targeted market adopting a product specialization approach for XtraPremium by :  Offering high quality petrol for all petrol driven automobiles. Targeted Market  Old & New Auto - Vehicles: XTRAPREMIUM is designed not only to optimize performance of new generation vehicles but also rejuvenate old vehicles to perform better. IOCL has Positioned XtraPremium by adopting following positioning approach:  Benefit / Quality Positioning: The “Clean and Keep Clean” function of the super cleanser additive in XTRAPREMIUM Market Positioning reduces deposits at the port fuel injector, intake valve and controls combustion chamber deposits to maintain "like new" performance of the vehicle. Regular use of XTRAPREMIUM gives the vehicle a superior pick-up, smoother drive, better mileage and lower emission. Page 12 of 22
  • 14. SARJEEVAN SAINBHI I.D. 20104006 (EXE-MBA10)6.2 TATA DOCOMO: Table 6.2 (STP – Tata DOCOMO) 1. Geographic Segmentation: TTML rolled out its GSM services under the brand name TATA DOCOMO in Mumbai, Maharashtra and Goa. Geographic segmentation Variables includes :  Region: Mumbai, Maharashtra & Goa.  City: Almost all Cities in Mumbai, Maharashtra & Goa.  Density: Urban, Suburban & rural areas. 2. Demographic Segmentation: TATA DOCOMO Brand is focused on all commercial, Residential & Public Telephony including  Age : 15+  Family size : All  Family life cycle : All  Gender : Male & Female  Income : All  Occupation : All Areas including unemployed  Education : All Market Segmentation  Religion : All  Race : All  Generation : All  Nationality: All resident in urban & rural areas of Mumbai, Maharashtra and Goa. 3. Psychographic segmentation: TATA DOCOMO is focused on all type of lifestyle & personality of buyers which was even reflected in the first TV advertisement commercial of TATA DOCOMO. 4. Behavioral Segmentation: Since TATA DOCOMO was late comer in the telecom sector he has focused mainly on the following behavioral segmentation variables:  Benefits: Quality service by offering Quality network having clear voice.  User status: Non-user, potential user, First time user. TTML has Targeted market adopting a multi segment approach TATA DOCOMO by :  Offering series of differentiated products to their respective markets like pre-paid, post-paid, VAS, GPRS etc. Targeted Market  Home calling cards for the family of those professionals who work abroad.  Cheap SMS facility for youth.  New 3G plans  Competitor & Price positioning: First in the market for the Pay per second, Pay per Text & first in the market for pay per site Market Positioning plans.  Use & application positioning: Schemes like listen to your song when dial others. Page 13 of 22
  • 15. SARJEEVAN SAINBHI I.D. 20104006 (EXE-MBA10)7.0 MARKETING MIX (4P’S) Marketing Mix is the set of marketing tools the firm uses to pursue its marketing objectives in the target market. McCarthy classified these tools into four broad groups that he called the four Ps of marketing: Product, Price, Promotion & place. Table 7.0 (Marketing Mix – 4P’s) The different products and services a firm offers. Decision on product involves:  Product Variety  Quality  Design  Features PRODUCT  Brand name  Packaging  Sizes  Services  Warranties  Returns The cost at which the firm sells its product & services. Decision on price involves:  List price PRICE  Discounts  Allowances  Payment Mode  Credit terms i.e. Publicizing the products & services that the firm offers. Decision involves are:  sales promotion  advertising PROMOTION  sales force  public relations  direct marketing  Internet i.e. Channels of Distribution: the routes that products and services take from the time they are produced to the time they are consumed. Decision on Place involves:  Channels PLACE  Coverage  Assortments  Locations  Inventory  Transport Page 14 of 22
  • 16. SARJEEVAN SAINBHI I.D. 20104006 (EXE-MBA10) In the below paragraphs, Marketing Mix (4P’s) of IOCL’s XtraPremium Petrol & TTML’s TATA DOCOMO will be analyzed.7.1 XTRAPREMIUM Petrol: Table 7.1 (4P’s – XtraPremium) Following Product variables are considered by IOCL for XtraPremium :-  Brand name : Xtrapremium  Product variety: Single i.e. no sub categories are provided PRODUCT within XtraPremium Brand Name.  Quality: quality product by offering superior performance as against regular unleaded petrol.  Features : Petrol with Super Cleanser Following Price variables are considered by IOCL for XtraPremium:-  Strategy: Premium pricing.  List Price: Rs 1.4 to Rs 2 per litre more than regular unleaded petrol.  Discounts: XTRAREWARD that offers the opportunity to PRICE instantly redeem the points you earn for at participating Indian Oil Retail Outlets.  Payment Mode & period: on-Cash / debit card / credit card / XTRAPOWER Fleet Cards i.e. is a smart card, which can be used by the card holder (driver of the vehicle) to make purchases of fuel at designated retail outlets of Indian Oil. Following Promotion variables are considered by IOCL for XtraPremium :-  Brand Ambassador: Had Irrfan Pathan (Cricketer)  Brand line: “The Best your vehicle can get”  Advertising : TV, Newspapers & Magazines PROMOTION  Internet by providing information on their websites.  Sales Promotion: Cars in a Tank Offer (2009) where customer had to SMS bill no. to the central database to stand a chance to win 1 SX4, 4 Swifts and 8 Alto cars. For Print media Advertisements of XtraPremium refer Para. 7.3. Following Place variables are considered by IOCL for XtraPremium:-  Channels: Exclusive distribution to its more than 1,247 PLACE outlets spread across the country.  Coverage / Locations: All states of India  Transport : Through Trucks, Railways & Pipelines Page 15 of 22
  • 17. SARJEEVAN SAINBHI I.D. 20104006 (EXE-MBA10)7.2 TATA DOCOMO: Table 7.2 (4P’s – TATA DOCOMO) Following Product variables are considered by TTML for TATA DOCOMO:-  Product Variety: Pre-paid & Post-Paid & 3G telecom connections & “Daily Plans” proposition which provides flexibility and caters to the diverse needs of subscribers and gives them the power to select a different plan everyday that best suits their need for the day. PRODUCT  Services: Tata Docomo offers innovative tariff options and introduced the Pay-per-use advantage. The Pay-per-use model represents a paradigm shift in the overall telecom experience. It allows the consumer to pay only for the seconds utilized, No. of Text in the SMS, Website used.  Quality: offering Quality network having clear voice. Following Price variables are considered by TTML for TATA DOCOMO:  Strategy: Competitive Pricing  List Price: Tata Docomo offers Lifetime @ 1 paise/second for all calls across India. Consumers can also avail of Pay-for-Three and get 100 SMS Free offer every day. For the first time, International Calling was also available on a per-second billing model. A variety of postpaid plans designed for a range of consumer requirements are also available on this PRICE revolutionary per-second billing model.  Discounts: Tata Docomo has a special offer on its Call Me Tunes (50% discount) and My Song service (free subscription for first three days) for prepaid and postpaid customers.  Payment mode & period: On-Cash / debit card / credit card/ internet banking monthly in case of Post-Paid & on One’s need (max. 6 monthly) on Pre-paid. Following Promotion variables are considered by TTML for TATA DOCOMO:  Branding: under name of TATA DOCOMO  Brand Ambassador: Pooja Chopra (Femina Miss India World 2009)  Brand Line : as per plans / services e.g. ‘move to the world of freedom without changing your no.’ PROMOTION  Advertising: TV, Radios, magazines & Newspapers.  Internet: Websites, Online Ads & Pop-Ups.  Sales Promotion: Offer various sales Promotion e.g. win assured gift by calling toll free no. For Print media Advertisements of Tata DOCOMO refer Para. 7.3. Following Place variables are considered by TTML for TATA DOCOMO:  Channels: Wholistic distribution channel i.e. from small grocery shops to big shopping complex.  Coverage & location:-The Company expanded its network throughout the PLACE States of Maharashtra and Goa and covered 1,181 towns by the end of the financial year 2009-10.  Transportation: GSM services are conveyed & rendered through company’s phone calls, customer care centers, retail outlets & internet. Page 16 of 22
  • 18. SARJEEVAN SAINBHI I.D. 20104006 (EXE-MBA10)7.3 PRINT MEDIA ADVERTISEMENTS:7.3.1 XTRAPREMIUM: Figure 7.3.1 (Print media advertisement - XtraPremium) Figure 7.3.2 (Print media advertisement - XtraPremium) Figure 7.3.3 (Print media advertisement - XtraPremium) Page 17 of 22
  • 19. SARJEEVAN SAINBHI I.D. 20104006 (EXE-MBA10)7.3.2 TATA DOCOMO: Figure 7.3.4 (Print media advertisement – Tata DOCOMO) Figure 7.3.5 (Print media advertisement – Tata DOCOMO) Page 18 of 22
  • 20. SARJEEVAN SAINBHI I.D. 20104006 (EXE-MBA10)8.0 STP & 4P’s COMPARISON BETWEEN XTRAPREMIUM & TATA DOCOMO: Table 8.0 (Comparison – XtraPremium & Tata DOCOMO) PARAMETER XTRAPREMIUM TATA DOCOMO Market Segmentation, Targeting & PositioningMarket segmentation1. Geographic Segmentation: 1.1. Region All states of India Mumbai, Maharashtra & Goa 1.2. City Almost all cities Almost all cities 1.3. Density Urban, Suburban & rural Areas Urban, Suburban & rural Areas2. Demographic Segmentation: 2.1. Age 18+ 15+ 2.2. Family size All All 2.3. Family life cycle All All 2.4. Gender Male & Female Male & Female 2.5. Income All All 2.6. Occupation All Areas including unemployed All Areas including unemployed 2.7. Education All All 2.8. Religion All All 2.9. Race All All 2.10. Generation All All 2.11. Nationality All resident in India All resident in Mumbai,3. Psychographic segmentation: Maharashtra & Goa. 3.1. Lifestyle Affluent & Educated Buyers All types of Lifestyle & 3.2. Personality personality4. Behavioral Segmentation: 4.1. Benefits Quality product Quality Service 4.2. User status Regular User Non-user, potential user, first time userMarket Targeting:1. Multi segment approach X 2. Product specialization  XMarket Positioning:1. Benefit & Quality Positioning  X2. Competitor & Price X  positioning3. Use & application positioning X  Page 19 of 22
  • 21. SARJEEVAN SAINBHI I.D. 20104006 (EXE-MBA10) PARAMETER XTRAPREMIUM TATA DOCOMO 4 P’sProduct:1. Product Variety X 2. Quality  3. Features  X4. Brand name XtraPremium Tata DOCOMOPrice:1. Strategy Premium Pricing Competitive Pricing2. List Price `1.4–2.0 above unleaded petrol ‘Pay-per-use’3. Discounts  4. Payment Mode & period On spot monthly & 6 monthlyPromotion:1. sales promotion  2. advertising  3. Brand Ambassador  4. Brand Line  5. Internet  Place:1. Channels Exclusive Distribution Wholistic Distribution2. Coverage & Location All states in India 1181 towns network circle.3. Transport Trucks, railways & pipelines Services through Company’s phone calls, customer care centers, retail outlets & through internets. Bold Text – Dissimilarities; Normal Text – Similarities As compared in the above table, even though IOCL’s XtraPremium Petrol is a physical good& TTML’s Tata DOCOMO is a GSM Service, we can find few similarities between them on STP &4P’s. Page 20 of 22
  • 22. SARJEEVAN SAINBHI I.D. 20104006 (EXE-MBA10)9.0 CONCLUSION:  IOCL’s XtraPremium is a physical good whereas TTML’s Tata DOCOMO is a GSM Services. Even though both of the business areas are different, there exist few similarities among the Marketing strategies.  IOCL’s XtraPremium & TTML’s Tata DOCOMO both are having excellent promotion which is one of the top reasons for their success in the market.  Effective value proposition in both company’s Product & services i.e.  XtraPremium: by providing added feature of friction buster in the petrol that is unique to the brand.  Tata DOCOMO: by providing ‘pay-per-use’ pricing which has attracted new / potential customers & gives additional satisfaction over the services offered by a competing organization. Also, the study helped me in:-  Better understanding about the company & products under study.  Better understanding on importance of Marketing Strategies (STP / 4Ps) & its concepts followed in the organization. Page 21 of 22
  • 23. SARJEEVAN SAINBHI I.D. 20104006 (EXE-MBA10)10.0 REFERENCES:- 1. Strategic Marketing, Ferrell-Hartline, Cengage Learning, 2008. 2. Marketing Management, 11th Edition, Philip Kotler, Pearson Education Inc., 2005 3. Annual Report 2009-10, Indian Oil Corporation Limited. 4. 15th Annual Report 2009-10, Tata Teleservices (Maharashtra) Ltd. 5. Capitaline Plus database at Website www.capitaline.com. 6. www.tatadocomo.com 7. www.iocl.com 8. www.tatateleservices.com 9. www.google.com End Page 22 of 22

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