The project aimed to analyze factors that could help MAK lubricants capture 40% of the 4T engine oil market share in Mumbai. A survey of 33 service stations and 25 retail shops found that brand recall, OEM recommendation, and mechanic recommendation were the main factors influencing engine oil selection. Since MAK lacked above-the-line promotions, brand recall was low. The report recommended that MAK motivate mechanics to recommend its products and introduce a 1.2L pack size and synthetic oils to gain market share.

1. Abstract
The project aimed at strategies to capture 40% market share (Bazaar market) in 4T segment by MAK
lubricants in Mumbai area. The research problem was to know and analyze the factors that will
increase the market share of MAK lubricants in Mumbai region. For this analysis, the various factors
which are influencing the selection of the Engine Oil in 4T segment were identified. Hence, a
research was conducted covering major areas in Mumbai. The sample size for this survey was 33
service stations and 25 retail shops. The main factors responsible for sale of engine oil were Brand
Recall, OEM recommendation and Mechanic recommendation. Since BPCL has been low on Above
The Line (ATL) promotions the brand recall for MAK was low, which cannot be changed overnight.
Also BPCL does have OEM tie-ups but they are not their sole suppliers. Hence BPCL may come up
with scheme to motivate mechanics to recommend MAK products to their customers. There were
also some other recommendations like pack size of 1.2l be introduced and adding up synthetic
engine oil in MAK range of products. This project gave an idea about the various market strategies
adopted by various competitors and BPCL to capture maximum market share at each level of supply
chain.
Date : 03 July, 2017
Akshay Gaikwad
20165003 – GM