Hindustan Petroleum Corporation Limited (HPCL) is a state-owned oil company in India and a Fortune 500 company. It has an annual turnover of over Rs. 1,16,428 Crores. HPCL's marketing operations are divided into four strategic business units: Retail, Direct Sales, LPG and Aviation. The research focused on lubricant brands for diesel engine oil, passenger car motor oil, and four-stroke oil. Through surveys of bazaar shops and retail outlets in Delhi, Jaipur, Pune and Mumbai, the research aimed to determine the key success factors for lubricant brands. Key determinants for bazaar shops included pricing, promotion, and availability while for retail outlets they included promotion,

1. BY- VAIBHAV GODSE UPES

2. Company - Brief Hindustan Petroleum Corporation Limited (HPCL), a state-owned oil company of the Government of India located at Mumbai, India and is a Fortune 500 company of India listed at number 311. Company is under the control of the Government of India. It is one of the ‘NavRatnas’ (nine jewels) Annual turnover of over Rs. 1,16,428 Crores and sales/income from operations of Rs 1,31,802 Crores (US$ 25,618 Millions) during financial year 2008-09, about 20% Marketing share in India. Source: HPCL site

3. Company Break -Up Source: HPCL site

4. Company - Business

5. Marketing The marketing operations of HPCL are divided into four strategic business units:- Retail, Direct Sales, LPG and Aviation. Source: HPCL site

6. Distribution Channel

7. World and Indian lube market comparison Indian lube market is 3rd largest in Asia and 6th largest in the world. Source: Kline group site

8. Indian Lube Scenario Total demand for finished lubricants in India is estimated at over 1,600 kilo tones. The Lube market consists of two major segments, automotive and industrial. Source: Kline group site

9. Automotive Engine Oil

10. Lubricant Business HPCL Lube market share is around11%. The HP Engine Oils product range covers over 300 brands of lubricants, greases and specialties catering to the automotive as well as the industrial sector. HPCL has six lube blending plants at Mumbai, Kolkata, Chennai and Silvassa. Source: HPCL site

11. Research- Focus Lubricant brands selected for the research was on the basis of maximum selling brands. The three segments include- Diesel engine oil, passenger car motor oil and four stroke oil

12. Research & Survey Work Problem Definition: Success Determinant Of Selected Lubricant Brands- “Which factors are dominant in deciding the success of a lubricant brand”

14. The exploratory research was conducted through expert opinion- Within HPCL a total of 6 opinions were taken.

15. These opinions helped in short listing the determinants for preparing the questionnaire for Bazaar shops and Retail outlets.

17. Field work and data collection:Targeted respondents were interviewed- Bazaar shops and retail outlet owners. Area coveredDelhi, Jaipur, Pune and Mumbai

18. Field data For Bazaar shop- DEO

19. DEO

20. PCMO

21. PCMO

22. 4T

23. Conclusion/ Recommendations For Bazaar Shops- Key Determinants

24. Field data for retail outlets- DEO

25. DEO

26. PCMO

27. PCMO

28. 4 T

29. Conclusion/ Recommendations For retail outlets- Key Determinants

31. Aggressive media promotion.

32. Increase visibility of the brand.

34. Introducing “free service programs at retail outlets”.

35. New Distribution system: Making product available at OEM workshops and service stations.

37. Awareness among mechanics for the brand- through schemes.

38. Sponsorships- Sponsoring the events like sports, T.V. program ( MTV roadies) would increase publicity.

39. Celebrity branding.