INDIAN OIL CORPORATION LIMITED

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“MARKETING AND PROMOTION OF XTRA POWER
FLEET CARD LOYALTY PROGRAM”
(SUMMER INTERNSHIP PROGRAM)
{JUNE-AUGUST 2017}
Submitted in partial for the award of the degree
of
MASTER OF BUISNESS ADMINISTRATION
BY
ANAND PRASAD
ACADEMIC YEAR: 2016-2018
GUIDED BY: SOVON MANDAL
INDIAN OIL CORPORATION LIMITED
DHAKURIA DIVISIONAL OFFICE
INSTITUTE OF ENGINEERING & MANAGEMENT
MANAGEMENT HOUSE
KOLKATA

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AUTHORISATION
This is to certify that this is a bona fide project report submitted in partial
fulfillment of the requirements of MASTER OF BUSINESS
ADMINISTRATION program of INSTITUTE OF ENGINEERING &
MANAGEMENT, KOLKATA.
This document titled “MARKETING AND PROMOTION OF XTRA
POWER FLEET CARD LOYALTY PROGRAM OF INDIAN OIL
CORPORATION LIMITED” is a submission of work done by Anand
Prasad as a part of the competition of the study of IOCL during the
internship program under guidance of Mr. Sovon Mandal, Marketing
Manager (Retail Sales), Fleet Marketing, WEST BENGAL STATE
OFFICE.
This report is verified and authenticated by:
Mr. Sovon Mandal
Marketing Manager
West Bengal State Office
Indian Oil Corporation Limited

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ACKNOWLEDGEMENT
It gives me immense pleasure, to express my unfeigned and sincere
thanks and gratitude to Ms. MARIA BHATTACHARYA, GENERAL
MANAGER (L&D) for her invaluable guidance during the course of the
project.
I am thankful to Mr. SOVON MANDAL, MARKETING MANAGER (FLEET
MARKETING), Mr. SUNIL DUTTA, DEPUTY MANAGER (FLEET
MARKETING) for his inputs and constant encouragement during my
internship at IOCL.
Finally, I thank department of management studies INSTITUTE OF
ENGINEERING & MANAGEMENT (KOLKATA) for giving me this
wonderful opportunity to pursue my internship at Indian Oil Corporation
Limited.
The stint at Indian Oil Corporation Limited was very useful in terms of
gaining valuable hands on sales experience and understanding consumer
behaviour.

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TABLE OF CONTENT
SL. NO. TOPIC PAGE NO.
1 PROJECT SYNOPSIS 5
2 OBJECTIVES 6
3 RESEARCH METHODOLOGY 7-8
4 ABOUT IOCL 9-19
5 IOCL PRODUCT 20-37
6 IOCL SERVICE 38
7 SWOT ANALYSIS 39-41
8 LOYALTY PROGRAMS 42-50
9 COMPARISON 51-54
10 CUSTOMER’S FEEDBACK 55-57
11 QUESTIONNAIRE FOR RETAILER 58-66
12 QUESTIONNAIRE FOR CUSTOMER 67-73
13 FINDINGS 74-75
14 CONCLUSION 76
15 RECOMMENDATIONS 77-78
16 BIBLIOGRAPHY 79

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PROJECT SYNOPSIS
Project Title:
Study on Marketing and Promotion of XTRA POWER FLEET CARD Loyalty
Program.
Introduction to the project:
In the present world where there is intense competition, it becomes very
necessary to retain loyal customers. The commercial benefits of loyal
customers are well known by the brand managers. The cost of acquiring a new
customer is always more than retaining an old customer.
Loyal customers are also important because they provide the consistency of
volume critical for stocking and managing just in time inventory to maintain the
consistencyof customer demand during crisis which is required to run any retail
business. There are also customers, which are strong advocates of brands and
are always willing to forgive an occasional lapse. All of these are compelling
reasons that retailers are on a quest for customer loyalty and are increasingly
looking at implementing loyalty programs or loyalty cards of some form.
With increasing oil prices and competition increasing at a rapid pace, many oil-
marketing companies are finding it difficult to operate profitably in India. Indian
Oil Corporation Limited is no exception to this reality. Thus to retain its existing
customers, many new imitative have been adopted by the organization. One
such big idea is XTRA POWER Loyalty Program.
In this project, we have been assigned IOCL retail outlets, which are
participating in the XTRA POWER Loyalty program. Our task is to promote and
sell the XTRA POWER FLEET Loyalty card to the customers and at the same
time obtain the customers opinions and suggestions about the loyalty program.
Tapping local alliances is another aspect of this project.
At the same time, we have to check whether the retail outlets are carrying out
the implementation of the loyalty program in the right way.

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OBJECTIVES OF THE PROJECT
PRIMARY OBJECTIVES:
 To study the IOCL loyalty program in Kolkata and nearby regions.
 To study the loyalty between the local customers and the company.
 To study the benefits provided by IOCL to the local customers.
 To study how IOCL tap local alliance partners for XTRA Power Fleet Card
Program.
 To obtain customeropinions and suggestions at IOCL retail outlets and give
recommendations to IOCL to improve the implementation of XTRA POWER
loyalty program.
 To study the comparative analysis betweenthe loyalty card benefits of other
marketing company.
 To aware customerand transporter for purchasing XTRA POWER FleetCard.
SECONDARY OBJECTIVES:
 To apply our knowledge in real market.
 To gain real experience of market that how corporate persons work. How we
have to behave, how to make deals with clients etc.
 To check our theoretical knowledge with comparisonto the practical market
demands.
 It gives us an opportunity to apply our thinking, idea, knowledge in real market
 To enhance our skill and gain experience to be a true professional.
 To check our interpersonal skills.
 To learn necessary managerial skills and positive attitude towards your work.
 To get a flavor of Teamwork, Organizational culture, Team dynamics, result
orientation, organizational pressure,complexities in achieving desire result.
 To understand the day to day functioning of an department within the
organization.
 And at last but not the least fir sharpen our career goals for a bright career.

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RESEARCH METHODOLOGY
RESEARCH DESIGN: Descriptive Research
SURVEY METHOD:
A structured questionnaire is given to respondents to extract specific information.
DATA COLLECTIONMETHOD:
Data that I have received for making the project is a combination of both
Primary Data and Secondary Data.
Primary Data:
The data collected through questionnaire based survey from the retailers and
customers of Kolkata and nearby region. The name of the retail outlets of Indian oil
from where these data are collected are-
 GRAND CITY (DANKUNI, WEST BENGAL)
 SPEEDYAUTO (DHAKURIA, WEST BENGAL)
 SWIGGY (SALTLAKE, SECTOR V, KOLKATA)
 MUKHERJEE PETROL PUMP (UTTARPARA, WESTBENGAL)
 BHARAT TRANSPORT (DANKUNI, WEST BENGAL)
 UMA PUMPING STATION(KOLKATA)
 UNIQUE LOGISTICS (DANKUNI, WEST BENGAL)
 LEO CARGO MOVERS (DANKUNI, WEST BENGAL)
 R.K. ROADLINES (DANKUNI, WEST BENGAL)
 ALL INDIA ROAD TRANSPORT AGENCY (KOLKATA)
 SHREE BALAJI TRANSPORT COMPANY (DUNLOP, KOLKATA)
 JAISWAL TRANSPORTS (DANKUNI, WEST BENGAL)
 E-KART LOGISTICS (KOLKATA)
 COMMUNICATION PVT.LTD.(BARASAT,KOLKATA)
Secondary Data:
 Company Annual Report
 Company’s journal & magazines
 Company’s website
 Company’s leaflets
 Company’s pamphlets
 Products & Sales report

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SAMPLING PLAN:
The sample size for retailer is 5 and that of customers is 30 of Kolkata and nearby
region. The respondents are chosenthrough cluster sampling universe elements are
chosen in group rather than individually.

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INTRODUCTION
COMPANY PROFILE:
The formation of Indian oil was a major step towards economic freedom of the
country. Its growth and successes are synonymous with the growth and
development of the petroleum industry in independent India.
Indian Oil Corporation limited is an idea born out of industrial policy resolution 1956
and since then it emerged as a largest leading corporation in the country.
The Indian oil corporation limited came into existence in 1964 with the merger of two
public sectors companies-Indianoil company limited and Indian oil refineries limited.
The Indian oil refineries limited was set up in the year 1958 for the refining and
manufacturing of petroleum products. While Indian oil company was set up for the
task of Marketing and Distribution.
From the humble beginning in the year 1956 to reach today’s magnitude was
possible due to the vision of eminent personalities like SRI K.D.MALVIYA, Dr.
TRIGUNE SEN and SRI C.R.DASGUPTA etc. and hard work of thousands of
dedicated people over the last four decades.
The major activities undertaken by IOCL are in the area of refining and distribution
of petroleum and petroleum products. It has the largest distribution covering entire
country.
Indian oil marketing network is supported by 167 bulk storage terminals and depots,
98 aviation fuel stations and 88 LPG as bottling plants, Indian Oil services every
nook and corner of the country. Indian is present in almost 2764 markets through a
network of 5095 distributors. About 7,593 bulk consumer pumps are also in
operation for the convenience of large consumers, ensuring products and inventory
at their doorstep.

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Indian Oil has a sprawling world-class R&D Centre that is perhaps Asia's finest. It
conducts pioneering work in lubricants formulation, refinery processes, pipeline
transportation and alternative fuels, and is also the nodal agency of the Indian
hydrocarbon sector for ushering in Hydrogen fuel economy in the country. The
Centre holds 215 active patents, including 109 international patents.
Indian Oil celebrating 50 Golden years in the Service of the Nation:
India’s flagship national oil company and downstream petroleum major, Indian Oil
Corporation Ltd. (Indian Oil) celebrated its Golden Jubilee during 30th June - 1st
September 2009.

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VISION, MISSION & VALUES:
Vision
A major diversified, trans-national, integrated energy company, with national
leadership and a strong environment conscience, playing a national role in oil
security & public distribution

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Mission
To achieve international standards of excellence in all aspects of energy and
diversified business with focus on customerdelight through value of products and
services,and cost reduction.
 To maximize creation of wealth, value and satisfaction for the stakeholders.
 To attain leadership in developing, adopting and assimilating state-of-the-art
technology for competitive advantage.
 To provide technology and services through sustained Research and
Development.
 To foster a culture of participation and innovation for employee growth and
contribution.
 To cultivate high standards of business ethics and Total Quality Management
for a strong corporate identity and brand equity.
 To help enrich the quality of life of the community and preserve ecological
balance and heritage through a strong environment conscience.
Values
CARE stands for:
 Empathy
 Understanding
 Co-operation
 Empowerment
INNOATION standsfor:
 Creativity Ability to
learn
 Absorb Flexibility
Change
PASSION standsfor:
 Commitment
 Dedication
 Pride
 Inspiration
 Ownership
 Zeal & Zest
TRUST standsfor:
 Delivered
 Promises
 Reliability
 Integrity
 Truthfulness
 Transparent

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INDIAN OIL: INDIA’S DOWNSTREAM MAJOR
Beginning in 1959 as Indian Oil Company Ltd., Indian Oil Corporation Ltd. was
formed in 1964 with the merger of Indian Refineries Ltd. (Established 1958). Indian
Oil Corporation Ltd. (Indian Oil) is India's largest commercial enterprise, with a sales
turnover of Rs.4,38,710 crore and profits of Rs.19,106 crore for the year
2016-17. Indian Oil accounts for nearly half of India's petroleum products market
share, 35% national refining capacity (together with its subsidiary Chennai
Petroleum Corporation Ltd., or CPCL), and 71% downstream sector pipelines
through capacity. The Indian Oil Group owns and operates 11 of India's 23 refineries
with a combined refining capacity of 80.7 MMTPA (Million Metric Tonnes Per
Annum).
The Corporation's cross-country pipelines network, for transportation of crude oil to
refineries and finished products to high-demand centres, spans about 12,848 km.
With a throughput capacity of 93.7 MMTPA for crude oil and petroleum products and
9.5 MMSCMD for gas, this network meets the vital energy needs of the consumers
in an efficient, economical and environment-friendly manner.
The Corporation has a portfolio of leading energy brands that includes Indian LPG
cooking gas, SERVO lubricants, XTRAPREMIUM petrol, XTRAMILE diesel,
PROPEL petrochemicals, etc. Besides Indian Oil, both SERVO and Indian have
earned the coveted Super brand status. Indian Oil's network of over 46,000
customer touch-points reaches petroleum products to every nook and corner of the
country. These include more than 26,000 petrol & diesel stations, including 6,565
Kisan Seva Kendra outlets (KSKs) in the rural markets. Over 10,000 fuel stations
across the country are now fully automated.
The Corporation has a 65% share of the bulk consumerbusiness, and almost 6,500
dedicated pumps are in operation for the convenience of large-volume consumers
like the defence services, railways and state transport undertakings, ensuring
products and inventory at their doorstep. They are backed for supplies by 129 bulk
storage terminals and depots, 101 aviation fuel stations and 91 LPG bottling plants.
Indian LPG cooking gas reaches the doorsteps of 11 crore households in about
3,270 markets through a network of 9144 distributors. Indian Oil’s world-class
SERVO lubricants have presence in 27 markets worldwide. Riding on 50 successful
years as the market leader, the Aviation Service commands a 63.6% market share
in aviation fuel business. Indian Oil is the Supplier of Choice for aviation fuel to the

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Indian armed forces and over 150 national and international flag carriers, private
airlines based in India and abroad.
During the XII Plan period (2012-17), the Corporation is investing Rs. 56,200 crore
in a host of projects that include augmentation of refining capacity, expansion of
petrochemicals infrastructure, and building the E&P portfolio.
Indian Oil's sprawling R&D Centre at Faridabad near Delhi is one of Asia's finest,
and plays a key role in supporting the Corporation's, business interests by
developing economical, environment friendly technology solutions. It has won
recognition for four decades of pioneering work in lubricants formulation, refinery
processes, pipeline transportation and alternative fuels, and holds 554 active
patents.
The vibrant research undertaken by the Centre in tribology is showcased by Indian
Oil's SERVO® product line, with over 4,000 lubricant & grease formulations to suit
all conceivable applications. The Centre has also developed several in-house
refinery process technologies and catalysts to suit Indian conditions. Its alternative
energy programmes include bio-energy, solar energy, Hydrogen energy, H-CNG
blends, synthetic fuels and shale oil. The Centre is also focused on cutting-edge
research in the areas of nanotechnology, petrochemicals & polymers, coal
gasification/ liquefaction, and gas-to-liquid technologies.
A 4.17 million tonnes per annum INDMAX unit, based on Indian Oil’s flagship
process technology,has beencommissioned at Paradip Refinery. INDMAX enables
direct conversion of petroleum hydrocarbon streams into more valuable light
distillates and petrochemical feedstock. Besides INDMAX unit at Paradip Refinery
and the ongoing incorporation of Indian Oil’s OCTAMAX technology at Mathura
Refinery, the IND A dept G technology is being deployed currently to produce BS-IV
compliant gasoline from INDMAX gasoline stream at Guwahati Refinery. Indian
Nanocut, a hi-therm LPG-based metal cutting gas developed byIndian Oil, has been
launched and is being distributed from 28 locations in India.
Indian Oil has also developed Delayed Coking technology jointly with Engineers
India Limited (EIL). Based on this technology, a new 600 TMTPA capacity Coker-A
unit has been commissioned at the Barauni refinery, making it the first of its kind in
India.

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INDIAN OIL FINANCIAL PERFORMANCE: 2016-2017
Indian Oil Corporation Limited is India's largest commercial enterprise, with a sales
turnover of Rs. 4,38,710 crore (USD 65,391 million) and profits of Rs. 19,106 crore
(USD 2,848 million) for the year 2016-17. The improvement in operational and
financial performance for FY 2016-17 reflected in the market capitalization of the
Company, which grew two-fold, from Rs. 95,564 crore as on 31st March 2016 to Rs.
1,87,948 crore as on 31st March 2017. In view of its rising share price and market
capitalisation, Indian Oil was included in the Nifty50 index (NSE benchmark index of
50 bestperforming corporates).Indian Oil is ranked 168th among the world's largest
corporates (and first among Indian enterprises) in the prestigious Fortune ‘Global
500’ listing for the year 2017.
As India's flagship national oil company, with a 33,000-strong work-force currently,
Indian Oil has been meeting India’s energy demands for over half a century. With a
corporate vision to be 'The Energy of India' and to become 'A globally admired
company,' Indian Oil's business interests straddle the entire hydrocarbon value-
chain – from refining, pipeline transportation and marketing of petroleum products to
exploration & production of crude oil & gas, marketing of natural gas and
petrochemicals, besides forays into alternative energy and globalization of
downstream operations.
Having set up subsidiaries in Sri Lanka, Mauritius and the UAE, the Corporation is
simultaneously scouting for new business opportunities in the energy markets of Asia
and Africa. It has also formed about 20 joint ventures with reputed business partners
from India and abroad to pursue diverse business interest.

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CUSTOMER PREFERENCE:
0
5
10
15
20
25
30
35
40
BPCL(38%) IOCL(34%) HPCL(26%) OTHERS(2%)

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SCORE OF COMPANIES ON A SCALE OF 10:
0
2
4
6
8
10
12
14
SERVICE ADVERTISEMENT BRAND IMAGE QUALITY
HPCL
IOCL
BPCL
BPCL IOCL HPCL
SERVICE 3.5 3 3.5
ADVERTISEMENT 3.2 3.5 4
BRAND IMAGE 3 3.2 3.2
QUALITY 4 3.9 4

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OVERALL MARKET SHARE:
0
10
20
30
40
50
60
IOCL(50%) HPCL(25.50%) BPCL (23%) OTHERS(1.50%)

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MARKET SHARE IN PIPELINE:
0
5
10
15
20
25
30
35
40
45
50
IOCL(47) ONGC(30) HPCL(16) BPCL(7)

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IOCL- Products
Indian Oil is not only the largest commercial enterprise in the country it is the
flagship corporate of the Indian Nation. Besides having a dominant market share,
Indian Oil is widely recognised as India‘s dominant energy brand and customers
perceive Indian Oil as a reliable symbol for high quality products and services.
Benchmarking Quality, Quantity and Service to world-class standards is a
Philosophy that Indian Oil adheres to so as to ensure that customers get a truly
global experience in India. Our continued emphasis is on providing fuel
management solutions to customers who can then benefit from our expertise in
efficient sourcing and least cost supplies keeping in mind their usage patterns and
inventory management.
The Retail Brand template of IOCL consists of Xtra Care (Urban), Swagat (Highway)
and Kissan Seva Kendra‘s (Rural). These brands are widely recognized as
pioneering brands in the petroleum retail segment.Indian Oil‘s leadership extends to
its energy brands - Indian LPG, SERVO Lubricants, Auto gas LPG, Xtra Premium
Branded Petrol, Xtra Mile Branded Diesel,Xtra Power Fleet Card, Indian Oil Aviation
and Xtra Rewards cash customer loyalty program me.
AUTOGAS:
AutoGas (LPG) is a clean, high octane, abundant and eco-friendlyfuel. It is obtained
from natural gas through fractionation and from crude oil through refining. It is a
mixture of petroleum gases like propane and butane. The higher energy content in
this fuel results in a 10% reduction of CO2 emission as compared to MS.
AutoGas is a gas at atmospheric pressure and normal temperatures, but it can be
liquefied when moderate pressure is applied or when the temperature is sufficiently
reduced. This property makes the fuel an ideal energy source for a wide range of
applications, as it can be easily condensed,packaged,stored and utilised. When the
pressure is released, the liquid makes up about 250 times its volume as gas, so
large amounts of energy can be stored and transported compactly.
The use of LPG as an automotive fuel has become legal in India with effect from
April 24, 2000,albeit within the prescribed safety terms and conditions. Hitherto, the
thousands of LPG vehicles running in various cities have been doing so illegally by

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using domestic LPG cylinders, a very unsafe practice. Using domestic LPG
cylinders in automobiles is still illegal.
The fuel is marketed by IndianOil under the brand name 'AutoGas'
"IndianOil has setup 350 Auto LPG Dispensing Stations (ALDS) covering 192 cities
across India."
AutoGas impacts greenhouse emissions less than any other fossil fuel when
measured through the total fuel cycle. Conversion of petrol to AutoGas helps
substantially reduce air pollution caused by vehicular emissions
The saving on account of conversion to AutoGas in comparison to petrol is about
35-40%.Low filling times and the 35-40% saving is a reason enough for a consumer
to convert his vehicle to AutoGas.

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AVIATION FUEL:
Indian Oil Aviation Service is a leading aviation fuel solution provider in India and the
most-preferred supplier of jet fuel to major international and domestic airlines.
Between one sunrise and the next, Indian Oil Aviation Service refuels over 1,750
flights that is more than one aircraft per minute – from the bustling metros to the
remote airports linking the vast Indian landscape, from the icy heights of Leh (the
highest airport in the world at 10,682 ft) to the distant islands of Andaman & Nicobar.
Jet fuel is a colourless, combustible, straight-run petroleum distillate liquid. Its
principal uses are as jet engine fuel. The most common jet fuel worldwide is a
kerosene-basedfuelclassified as JET A-1.The governing specifications in India are
IS 1571: 2001 (7th Rev).
Indian Oil is India's first ISO-9002 certified oil company conforming to stringent
global quality requirements of aviation fuel storage & handling. Indian Oil Aviation
also caters to the fuel requirements of the Indian Defence Services, besides
refueling VVIP flights at all the airports and remote heli-pads/heli-bases across the
Indian subcontinent
Indian Oil Aviation group regularly organises International Aviation conferences that
act as a vital information facilitator with participation from leading international and
all domestic airlines, allied industries, statutory aviation authorities and government
agencies from over 35 countries.
Indian Oil is the only oil company in India to market the widest possible range of
fuels used by the aviation industry in India- JP-5, Avgas 100LL, Methanol Water
Mixture, Jet A-1 and aviation lubricants, etc.
Aviation Turbine Fuel (ATF) is dispensed from specially designed refuellers, which
are driven up to parked airplanes and helicopters. Major airports have hydrant
refuelling systems that pump the fuel right up to the filling outlets on the tarmac
through underground pipelines for faster refuelling. Essentially, ATF is pumped into
an aircraft by two methods: Overwing and Underwing. Overwing fuelling is used on
smaller planes, helicopters, and piston-engine aircraft and is similar to automobile
fuelling - one or more fuel ports are opened and fuel is pumped in with a
conventional pump. Underwing fuelling, also called single-point is used on larger
aircraft..
To ensure that you receive the best service, every one of our 100 AFSs follows
specific quality audits based on a Quality Control Index System benchmarked to

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global standards. In addition, 15 Quality Certification Laboratories provide complete
specification tests round-the-clock. Ensuring that these standards are always
upheld, there is a back up of a highly skilled, qualified and dedicated team of officers
and refueling crew. IndianOil has a strategic partnership with Air BP, the world
leader in aviation business. IndianOil regularly organizes seminars, symposiums
and workshops to constantly interact with its partners, which apart from being a two-
way channel of communication, helps us to stay abreast with advances in
technology.
BITUMEN:
Bitumen is a commonbinder used in road construction. It is principally obtained as a
residual product in petroleum refineries after higher fractions like gas, petrol,
kerosene and diesel, etc., are removed. Indian Standard Institution defines Bitumen
as a black or dark brown non-crystalline soil or viscous material having adhesive
properties derived from petroleum crude either by natural or by refinery processes
IndianOil produces bitumen from its refineries at Panipat, Mathura, Koyali, Haldia
and Chennai and markets it in bulk as well as packed in steel drums. IndianOil also
markets modified Bitumen CRMB and Emulsion. CRMB is produced at Panipat,
Mathura, Koyali, Haldia and CPCL refineries. IndianOil markets Bitumen Emulsion
by the brand name Indemul and it is produced from emulsion plants located in
Haldia.

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General Uses Of Bitumen:
For civil engineering works:
 Constructions of roads, runways and platforms.
 Water proofing to prevent water seepage.
 Mastic floorings for factories and godowns.
 Canal lining to prevent erosion.
 Dump-proof courses for masonry.
 Tank foundation.
 Joint filling material for mason
Industries:
 Electrical cables and junction boxes.
 In battery manufacture as sealing compound.
 Paint industries for manufacturing black paints and anti corrosive paints.
 Ceramics.
 Printing inks.
 Water proof papers.
 Electrical capacitors.
 Bituminous felts.
Marketing Of Bitumenous Product:
Bitumen:
IndianOil markets Bitumen from its Refineries located at Koyali(Gujarat),
Mathura(UP), Panipat(Haryana), Barauni(Bihar), Haldia(WB) and CPCL(Tamil
Nadu). Bitumen is available from these locations both in bulk as well as in packed
drums. In addition to the refinery locations, packed bitumen is also marketed from
upcountry locations Bokaro (Jharkhand), Guwahati (Assam), Haldwani (UP),
Balasore (Orissa), Coimbatore and Madurai (Tamil Nadu).

25
CRMB:
CRMB is available from the refinery locations at Koyali, Mathura, Panipat, Haldia
and Chennai Packed CRMB is available at Haldia.
Emulsion:
Emulsion is available from Haldia and Chennai refineries.
DURAPAVE:
Indian Oil has recently launched DURAPAVE High Performance Bitumen Products.
The DURAPAVE brand covers the whole range of Bitumen including all viscosity
grades, Crumb Rubber Modified Bitumen (CRMB), Polymer Modified Bitumen
(PMB) and the Bitumen emulsions.
DIESEL & GASOIL:
Petroleum derived diesel(called as petrodiesel)is a mixture of straight run product
(150 °C and 350 °C) with varying amount of selected crackeddistillates and is
composedof saturated hydrocarbons (primarily paraffins including n , iso , and
cycloparaffins),and aromatic hydrocarbons (including napthalenes and
alkylbenzenes).
Dieselis used in dieselengines, a type of internal combustionengine. Rudolf Diesel
originally designed the dieselengine to use coal dust as a fuel, but oil proved more
effective.Dieselengines are used in cars, motorcycles,boats and locomotives.
Automotive dieselfuel serves to power trains, buses,trucks, and automobiles,to run
construction, petroleum drilling and other off-road equipmentand to be the prime
mover in a wide range of power generation & pumping applications. The diesel

26
engine is high compression,self-ignitionengine. Fuel is ignited by the heat of high
compressionand no spark plug is used.
The Indian Standard governing the properties of dieselfuels is IS 1460:2005(5th
Rev). Important characteristics are ignition characteristics, handling at low
temperature, flash point.
Dieselfuel often contains higher quantities of sulphur. In India , emissionstandards
(equivalent to Euro II, Euro III,Euro IV) have necessitated oil refineries to
dramatically reduce the level of sulphur in dieselin view of the auto fuel policy
brought in force by Govt of India.
BIS has brought out specificationfor"Dieselwith 5% Biodiesel" that may be
marketed in near future.
world-class multi-functional fuel additives. Commercial vehicle owners choose
XTRAMILE because they see a clear value benefit in terms of superior mileage,
lower maintenance costs and improved engine protection. A growing section of
customers who own diesel automobiles, both in the 'lifestyle' and ‘passenger’
category, prefer XTRAMILE as a fuel for its added and enhanced performance.
XTRAMILE has brought in a huge savings in the high mileage commercial vehicles
segment. Transport fleets that operate a large number of trucks crisscrossing the
country are using XTRAMILE to benefit from higher mileage and reduced
maintenance costs.

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BULK/INDUSTRIAL FUEL:
In the large volume consumer segment, Indian Oil's provides complete Fuel
Management Solutions to customers who require fuels in bulk and have dedicated
facilities for storage and handling. These customers benefitfrom Indian Oil's efficient
sourcing and supplies matched to their usage patterns and inventory. The
optimization on and optimization of supplies is especially relevant in the light of high-
energy input costs in the recent past, which is expected to continue in the future too.
IndianOil's tankages are strategically located across the country and are custom-
designed to maintain low-cost supplies that can be rapidly transported through a
sophisticated supply-chain management system.
Whether it is an immediate need, a long-term supply contract or even setting up
dedicated storage and handling facilities at your premises, IndianOil's network is at
your service
IndianOil's marketing operations network of storage, distribution and supply hubs is
backed by on-time logistics and round-the-clock after-sales service. Many
institutional customers like the railways, steel plants, thermal power plants, textile
mills, power plants, state transport undertakings, large corporates and fleet &
logistics companies tie-up for long-term contracts backed by Indian Oil's
comprehensive fuel & lubricants consultancy-a formidable expertise that Indian Oil
has built over nearly five decadesof working with a cross-sectionof customers from
a wide-range of industrial sectors. Indian Oil's bulk liquid fuel supply covers the
complete gamut of fuels-Auto fuels, Light Diesel Oil, Low Sulphur Heavy Stock,
Special Products and much more.

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INDANE GAS:
Indane is today one of the largest packed-LPG brands in the world and has been
conferred the coveted ConsumerSuper brand status by the Super brands Council of
India
Having launched LPG marketing in the mid-60s, Indian Oil has been credited with
bringing about a kitchen revolution, spreading warmth and cheer in millions of
households with the introduction of the clean and efficient cooking fuel. It has led to
a substantial improvement in the health of women, especially in rural areas by
replacing smoky and unhealthy chulha. Indane is today an ideal fuel for modern
kitchens, synonymous with safety, reliability and convenience.
With the status of an exclusive business vertical within the Corporation, Indane is
delivered to the doorsteps of over 9.8 crore households. IndianOil’s 91 Indane
bottling plants in upcountry locations roll out 2 million cylinders a day, making Indian
Oil the second largest marketer of LPG globally, after SHV Gas of The Netherlands.
Indane is available in compact 5 kg cylinders for rural, hilly and inaccessible areas,
14.2 kg cylinders for domestic use, and 19 kg and 47.5 kg for commercial and
industrial use.
LPG is a blend of Butane and Propane readily liquefied under moderate pressure.
LPG vapour is heavier than air; thus it normally settles down in low-lying places.
Since LPG has only a faint scent, a mercaptan odorant is added to help in its
detection. In the event of an LPG leak, the vapourisation of liquid cools the
atmosphere and condenses the water vapour contained in it to form a whitish fog,
which is easy to observe. LPG in fairly large concentrations displaces oxygen
leading to a nauseous or suffocating feeling.
Suraksha LPG hose, flame retardant aprons and energy efficient Green Label
stoves are recommended to enhance safety measures while using LPG as cooking
fuel.

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SERVO LUBES & GREASES:
SERVO brand, from Indian Oil, is the brand leader among lubricants and greases in
India and has been conferred the “Consumer Superbrand” status by the
Superbrands Council of India. Recognised for its brand leadership by the World
Brand Congress and as a Master Brand by CMO, Asia, SERVO has now carved a
significant niche in over 20 countries across the globe.
With over 1000 commercial grades and over 1,500 formulations encompassing
literally every conceivable application, SERVO serves as a one-stop shop for
complete lubrication solutions in the automotive, industrial and marine segments.
Recognised for cutting-edge technology and high-quality products, SERVO is
backed by IndianOil's world-class R&D and an extensive blending and distribution
network.
The recent top-end offerings in the segment are all-new engine oils on a
differentiated synthetic platform—SERVO Futura Synth, a 100% synthetic premium
lubricant for diesel & petrol cars and SERVO 4T Synth, engine oil with advanced
synthetic chemistry for 4-stroke two-wheelers—represent a big leap in bringing
technologically advanced motor oils of global standards to the Indian market. Both
the products offeroutstanding engine protectionand performance that far surpasses
the benefits offeredby conventional mineral-oil based lubricants. (Please refer to the
product sub-segment on this website for product specifications and
recommendations of the newly-launched products).

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In the retailing segment, besides IndianOil petrol stations, SERVO range of
lubricants is available through a network of a unique SERVO Stockist Management
System (SSMS) across the country. The products are available in every corner of
the country through various retailing initiatives like SERVOXPRESS stations, bazaar
outlets and thousands of auto spare parts shops across the country along with a
unique concept of Gramin SERVO Stockists to reach the rural hinterland
SERVOXPRESS vehicle servicing centres are one-stop shops for quick, easy and
convenient auto care, offering a refreshing experience to motorists. Opened in
convenient locations like malls, petrol pumps or as stand-alone units,
SERVOXPRESS stations have facilities for engine oil change, tyre & battery check-
ups, air-conditioner service, vacuum cleaning, perfuming, upholstery cleaning,
polishing, lamination installation, etc., besides replacement of minor parts for two
and four-wheeler vehicles.
Lubrication is the art of reducing friction between rubbing or rolling surfaces. In the
recent past two terminologies have gained currency - Tribology, the science of
Rubbing; Rheology, the study of stream or flow. The earliest knowledge of
lubrication is evident from grease lubricated chariot wheels excavated from the
ruins. The rapid development of this science can be said to have started from the
18th century, with significant technologicalprogress in commercialusage in the 20th
century. Most lubricants are liquids. Water is a natural lubricant but has extremely
limited application due to its very low viscosity and very low boiling point, besides its
contribution to rusting and corrosion. Vegetable oils have excellent lubrication
properties but have very poor oxidation stability, high pour point, rapid thickening
and may even let out foul odours in time. Most of the liquid lubricants used at
present all over the world are petroleum-based mineral oils.

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MARINE FUEL & LUBRICANTS:
Indian Oil caters to all types of bunker fuels and lubricants required by various types
of vessels operating throughout the world in the shipping industry. Bunker supplies
are made at all major ports of India; Mumbai, Kandla, Vasco, Chennai, Tuticorin,
Kakinada, Visakhapatnam, Kochi, New Mangalore, Kolkata, Paradip, JNPT, Port
Blair and Haldia. Apart from meeting 100% bunker requirement of the Indian Navy, it
also supplies bunker fuels to all major shipping and dredging companies of India.
Spot requirement of different vessels calling at Indian ports are met through
nominations received from local shipping agents and international bunker
traders/brokers.
While IndianOil supplies Furnace Oil (FO) and High Flash High Speed Diesel
(HFHSD) meeting stringent BIS specifications, it also offers the entire range of
SERVO brand marine grade lubricants.
Supplies are made through pipelines, barges and tank-trucks. Bunker supplies are
undertaken through pipeline at specified jetties at Haldia, Vasco, Port Blair,
Mangalore, Visakhapatnam, Kakinada, JNPT (Mumbai) and Chennai. Tank trucks
are used for bunker supplies at Tuticorin, Paradip, Port Blair, Mangalore and Haldia.
Barges are used for bunker supplies at jetties and inner anchorages at Haldia,
Mumbai, Kandla, Visakhapatnam, Kochi and Chennai .
Indian Oil has also started supplying Bonded 380 cst FO bunker fuel from Chennai
from May 2009 as per ISO 8217:2005 specifications. The price of this product is
internationally competitive and revised on a weekly basis based on MOPS (Mean of
Platts-Singapore).

32
PETROL & GASOLINE:
Automotive gasoline and gasoline-oxygenate blends are used in internal combustion
spark-ignition engines. These spark ignition engine fuels are primarily used for
passenger cars. They are also used in off-highway utility vans, farm machinery and
in other spark ignition engines employed in a variety of service applications.
Gasoline is a complex mixture of relatively volatile hydrocarbons that vary widely in
chemical & physical properties and are derived from fractional distillation of crude
petroleum with a further treatment mainly in terms of improvement of its octane
rating. The hundreds of individual hydrocarbons in gasoline range from c4 to c11
An oxygenate is an oxygen-containing, ashless organic compound (such as an
alcohol or ether) which can be used as a fuel or fuel supplement. Motor gasoline is
sold at retail outlets where it is directly delivered into the automobile tank. The Indian
Standard governing the properties of motor gasoline & gasoline-oxygenate blends is
IS2796:2000(3rd
rev).
In view of the auto fuel policy issued by Govt. of India, more & more stringent
specifications (equivalent to Euro II, Euro III,Euro IV) are being made applicable for
the gasolines being marketed in India. This has led to reduction of environmentally
polluting factors in gasolines.

33
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
XTRAPREMIUMreduces 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
optimise 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.

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XTRA PREMIUM BRANDED PETROL
Indian Oil‘s XTRAPREMIUM is India‘s leading branded petrol boosted with new-
generation multifunctional additives known as friction busters that prevent deposition
in the combustion chamber. XTRAPREMIUM is custom-designed to deliver higher
mileage, more power, better pick-up, faster acceleration, enhanced engine
cleanliness and lower emission. XTRAPREMIUM is a sought-after fuel among
discerning motorists, and owners of new- generation, high-performance cars
have endorsed its unmatched-performance. In terms of fuel system
cleanliness XTRAPREMIUM is hugely superior to any other alternative fuel in this
segment, with the additional benefit of fuel efficiency through the friction modifier.
The additive package contains proprietary components, including a detergent
dispersant, a friction modifier and a corrosion inhibitor, as a perfectly optimized
formulation in synthetic carrier oil. The detergent dispersant cleans the fuel system
and the friction modifierdrastically reduces friction in the non-lubricated engine area,
thereby contributing to fuel economy.
PETRO CHEMICALS:
India is amongst the fastest growing petrochemicals markets in the world. Taking
this into consideration and to enhance its downstream integration, Indian Oil is
focusing on increasing its presence in the domestic petrochemicals sector besides
the overseas markets through systematic expansion of customer base and
innovative supply logistics.Petrochemicals have been identified as a prime driver of
future growth by Indian Oil. The Corporation is envisaging an investment of Rs
30,000 crore in the petrochemicals business in the next few years. These projects
will utilize product streams from the existing refineries of Indian Oil, thereby
achieving better exploitation of the hydrocarbon value chain.

35
SPECIAL PRODUCTS:
Other than the regular petroleum products like light distillates, middle distillates,
heavier products like Furnace Oil, Bitumen, etc., Indian Oil refineries also
manufacture petroleum products for specific applications. These specific
applications could be feed stock for chemical industry, raw material for specific
industries and solid fuels. The petroleum products, produced forspecific applications
are called, 'Petrochemicals and Specialties (P&S) Products'.
Basic end uses:
Benzene: Chemical industry Pet
coke: Cementindustry
CBFS:Carbon black manufacturers
Propylene: Chemical industry JBO:
Jute industry
RPC: CPC manufacturers
LABFS:LAB manufacturers
Micro Crystalline Wax (MCW): Pharmaceutical industry
MTO: Paint industry
Paraffin wax: Candle manufacturers
Toluene: Explosives manufacturers.
Sulphur: Sulphuric Acid manufacturers and sugar industry.

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SUPERIOR KEROSINE OIL:
Kerosene‘s are distillate fractions of crude oil in the boiling range of 150-250°C.
They are treated mainly for reducing aromatic content to increase their smoke point
(height of a smokeless flame) and hydro fining to reduce sulphur content and to
improve odour, colour & burning qualities (char value. Kerosene is used as a
domestic fuel for heating / lighting and also for manufacture of
insecticides/herbicides/fungicides to control pest, weeds and fungi. Since kerosene
is less volatile than gasoline, increase in its evaporation rate in domestic burners is
achieved by increasing surface area of the oil to be burned and by increasing its
temperature. The two types of burners which achieve this fall into two categories
namely vaporisers & atomisers. The Indian Standard governing the properties of
kerosene are IS 1459:1974 (2nd Rev)

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CRUDE OIL:
Crude oil - as petroleum directly out of the ground is called - is a remarkably varied
substance, both in its use and composition. Crude oil is formed from the preserved
remains of prehistoric zooplankton and algae, which have beensettled to the sea (or
lake) bottom in large quantities under anoxic conditions. It was formed over millions
of years from the remains of tiny aquatic plants and animals that lived in ancient
seas due to compression and heating of ancient organic materials over geological
time. The oldest oil-bearing rocks date back to more than 600 million years, the
youngest being as old as about 1 million years. Crude oil from an area in which the
crude oil's molecular characteristics have been determined and the oil has been
classified are used as pricing referencesthroughout the world. These references are
known as Crude oil benchmarks .After considering availability of indigenous crude
oil, balance crude oil is required to be imported. Indian Oil sources its crude oil
requirement from Far East, Gulf region, Mediterranean, West Africa and Latin
American sources.

38
IOCL SERVICES
Indian Oil provides a wide range of marketing services and consultancy in fuel
handling, distribution, storage and fuel/lube technical services. With a formidable
bank of technical and engineering talent, Indian Oil is fully equipped to handle small
to large-scale infrastructural projects in the petroleum downstream sector anywhere
in the country. Our project teams have independently or jointly as a consortium,
have set up depots, terminals, pipelines, aviation fuel stations, filling plants, LPG
bottling plants, amongst others. Indian Oil‘s fuel management system to bulk
customers offercustomized solutions that deliver least costsupplies keeping in mind
usage patterns and inventory levels. A wide network of lubricant and fuel testing
laboratories are available at major installations which is further backed by sector-
wise expertise in the core sectors of power, steel, fertilizer, gas plants, textile mills,
etc. Cutting edge systems and processes are designed around one simple belief-to
provide valuable customers with an unbeatable edge in their business. Indian Oil‘s
supply and distribution network is strategically located across the country linked
through a customized supply chain system backed by front offices located in
conceivably every single town of consequence.
The wide network of services offeredby Indian Oil, Marketing Division is illustrated in
this section, which includes; commercial/reticulated LPG; total fuel management/
consumer pumps; Indian Oil Aviation Service; LPG Business (non-fuel alliances);
loyalty programs;retail business (non-fuel alliances) and SERVO technical services.

39
SWOT ANALYSIS FOR IOCL
Internal Environment:
Strengths:
 IOCL controls 10 refineries, by virtue of which it has a total share of around
40% of India‘s overall refining capacity. IOCL has also acquired equity stakes
in CPCL and BRPL, and in 2001, these refineries became subsidiaries of
IOCL.
 58% of IOCL refining capacity is located in the Northern and Western regions,
which are high demand and high growth area.
 Although its refineries are located the interior of the country and not near the
major ports IOC has a very strong distribution network by virtue of having a
share of 48% in the country‘s product pipelines. The total capacity of these
product pipelines is 49.79 MMT.
 IOCL also acquired management control of the marketing company IBP,
thereby strengthening its position in these activities. It also has a dominant
share in all segments in terms marketing infrastructure. Its network includes
19830 retail outlets, 8000 LPG distributors, and 6492 kerosene/LDO dealers.
 By virtue of entering into extensive joint venture agreements, and of its own
initiative as well, the company has a presence in various other related
activities such as petroleum storage, pipelines, lube additives, exploration,
Petrochemicals, gas, training and consultancy, etc.
 The company has already entered overseas markets such as Sri Lanka,
Maldives, and Oman and is presently considering entering Turkey through a
JV. The company is in talks with Caliak of Turkey to set up a 10 million TPA
grass root refinery with an investment of $2 billion and establish retail
business. IOC is also weighing the possibility of entering Indonesia.IOC has
also started exploring the overseas markets for increasing its scope of
operations. Its interests include downstream activities in Sri Lanka, Maldives,
Oman, and Nepal; interest in the lubes business in Maldives, Dubai,
Bangladesh, Sri Lanka, etc; among others.

40
Weakness:
The company is the market leader in the industry, but still it had many Weaknesses.
The list is given below.
 The major weakness for the company is the R&D. The company starts
working on it.
 The petrochemical product development technology is another weakness for
the company.
 The technological drawback, as compared to some major foreign player is
another weakness for the company.
External Environment:
Opportunity:
 The IOCL has much opportunity in the present market conditions. This is
because the petroleum products have become a need for everyone and still
Contains a lot of scope for customization. The various opportunities are listed
below.
 Since the company has the maximum number of outlets and also the
maximum number of refineries in India, it can very easily go for extension at
any point of time, and can introduce any new products, which will get support
from its huge market network.
 The company can make the buying process easier for the customers, by
implying many more schemes in the range of XTRAPOWER Fleet Card.
 The company can think over the issue to build its own pipelines, so that it will
be an independent player and it will also support its aviation fuel supply.
 Company has a great scope in E&P. It is already involved in E&P but only in a
very limited scale.

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Threats:
Since the company is the market leader in the field, so have maximum threats from
the other players and many other issues. The lists of threats are given below.
 The foreign players with more advanced technology are the biggest threat for
the company.
 The crude oil supply is also a big issue in front of the company, because the
company cannot fix its price and so, some time had operated in loss also It is
the biggest problem because the maximum part of their crude is been
imported.
 In future the market will welcome more private players, which will eat up its
market share.
 If the Govt. Policies allow the private players to set their own price, the private
player can seriously harm the market share of IOCL.

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LOYALTY PROGRAMS- AN INTRODUCTION
Loyalty programs are structured marketing efforts that reward, and therefore
encourage, loyal buying behavior — behavior which is potentially of benefit to the
firm.
Earning customer loyalty goes beyond gaining customer satisfaction. Loyal
Customers evangelize the brand by sharing their satisfactory experience with their
friends and colleagues. A great product or service is the starting point for customer
loyalty. Great marketers architect loyalty programs from day one.
Loyalty programs are initiated by businesses with two main goals. The primary goal
for most loyalty programs is the acquisition of information relating to their customers'
spending habits, while the secondary goal is to actively cultivate loyalty amongst
customers to ensure they continue patronizing the business.While some companies
do reverse these priorities, the above hierarchy holds true for most.
Loyalty programs may offer benefits in a number of different ways. Many loyalty
programs offer a sustained discount (such as 10%) for a period of time - perhaps a
year, perhaps for the life of the business. Others offera discount once certain criteria
have been met — for example, a 20% discount on a single purchase once a
customerhas spent Rs 2000 at the business.Still others offerpoints which may then
be redeemed for products which may or may not be directly related to the business.
Loyalty cards are the most common form of loyalty programs found throughout the
world today. Some of the first loyalty programs were instituted by airlines in the
1970s in the form of frequent flyer miles. In these loyalty programs, one accrues
points by flying on the airline and then 'cashes in' the points in exchange for tickets,
upgrades, or even third-party benefits. In the past decade, many nonairline
businesses have combined their own loyalty programs with those of the airlines,
offering frequent flyer miles in exchange for everything from telephone usage to
purchasing gasoline.

43
Loyalty programs have gained in popularity immensely in the past fifteen years, in
no small part due to the developmentof a culture of entitlement, in which consumers
feel that they deserve special treatment. Businesses have capitalized on this when
designing their loyalty programs, often offering benefits that cost little, but carry with
them an assumed prestige,such as access to faster-moving lines or special parking
spaces.
Ultimately, the success of loyalty programs depends on how well the business uses
the data it gathers to further refine its policies and loyalty programs. Many
businesses find little profit in the use of loyalty programs, while others, such as
eBay, attribute much of their financial success to a well-executed use of such
programs.
Loyalty Programs an Integral Part
The immense competitionwill make loyalty programs an integral program of the day-
to-day functioning of petro-retailing. Of course, right now many such loyalty
programs are being run by the petro-retailers like SMART FLEET (BPCL), XTRA
POWER (IOCL), DRIVE TRACK (HPCL), and PETRO CARD (BPCL). However,
these programs are mainly focused at the bulk consumers and the small consumers
are left unnoticed more or less. But in future, there won‘t be such differentiation and
loyalty programs will be there for every segment of consumers.
Customer Relationship Management and Loyalty program
Customer Relationship Management (CRM) can be widely defined as:
Company activities related to developing and retaining customers. It is a blend of
internal business processes:sales, marketing and customersupport with technology
and data capturing techniques. Customer Relationship Management is all about
building long-term business relationships with customers.
Most CRM initiatives begin with a strategic need to manage the process of handling
customer related information more effectively. For beginners it could simply mean

44
better lead management capabilities or sales pipeline visibility. However, as
organizations mature in their CRM initiatives, they begin to look at CRM as tool to
acquire strategic differentiators. Despite the immense benefits that the CRM
solutions can deliver, they are not entirely without their share of problems.
Loyal customers are more profitable. Any company will like its mindshare status to
improve from being a suspectto being an advocate. Company has to invest in terms
of its product and service offerings to its customers. It has to innovate and meet the
very needs of its clients/ customers so that they remain as advocates on the loyalty
curve.
An important facet of CRM is ―customer selectivity‖. As several research studies
have shown not all customers are equally profitable (In fact in some cases 80% of
the sales come through 20% of the customers). The company must therefore be
selective and tailor its program and marketing efforts by segmenting and selecting
appropriate customers for individual marketing programs. In some cases, it could
even lead to ―outsourcing of some customers‖ so that a company better utilize its
resources on those customers it can serve better and create mutual value.
With growing competitionin the petro-retailing sector,today‘s consumeris becoming
more and more demanding. The emergence of new psychographic segments in
petro retail market bears the testimony to this fact. A closer look at these segments
tells us what exactly a consumer is looking for whenever he goes to a fuel station to
purchase fuel. He looks for-
 Quality & Quantity assurance
 Quick filling and efficient forecourt service
 Rewarding loyalty
 Premium fuels
 Cashless transactions
 Non - fuel services.
The immense competitionwill make loyalty programs an integral program of the day-
to-day functioning of petro-retailing. Of course, right now many such loyalty
programs are being run by the petro-retailers like:

45
Smart Fleet (BPCL) Petro Card (BPCL)
Xtra Reward (IOCL) Xtra Power (IOCL)
Drive Track (HPCL)
However, these programs are mainly focused at the bulk consumers and the small
consumers are left unnoticed more or less. But in future, there won‘t be such
differentiation and loyalty programs will be there for every segment of consumers.

46
LOYALTY PROGRAM AT INDIAN OIL
Indian Oil‘s loyalty programs are designed exclusively to benefit customers
who have been patronizing the brand for over four decades.
XTRAREWARDS Loyalty Program: Indian Oil XTRAREWARDS is India's first on-
line rewards program that seeks to inculcate the habit of redeeming points. The
loyalty program rewards customers paying by cash, credit and debit cards.
Each transaction is confirmed on-line through a charge slip and customers can earn
points on fuel/lube purchases at participating Indian Oil Retail Outlets. Additional
points can also be earned outside the Indian Oil network, covering prominent
FMCG, Food, Automobile, Travel, Entertainment, Apparel and Hospitality sectors.
XTRAREWARDS is currently active in Mumbai, Ahmadabad, Bangalore, Mysore,
Coimbatore and Chennai. It will be shortly available in other markets like Delhi. Apart
from redeeming the accumulated points instantly on fuel / SERVO Lubes at
participating Retail Outlets, the card holder can also redeem the points to get some
exciting gift items from a catalogue.
The redemptionon gifts can be registered either from the participating Retail Outlets
or from the comfortable confines of one's home through the 24x7 IVRS Help Line
(022-2880 9030).
XTRAPOWER Fleet Card program
The XTRAPOWER Fleet Card program is a complete smart card-based fleet
management solution for fleetoperators and Corporate for cashless purchase of fuel
& lubes from designated retail outlets of Indian Oil through flexible pre-paid 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. In just under
two years of its launch, Indian Oil‘s XTRAPOWER Fleet Card has emerged as the
largest fleet card in the country with the widest retail outlet coverage.

47
Any business entity owning or operating a vehicle fleet can become amemberof the
XTRAPOWER fleet card program at a nominal annual charge. Each fleet owner is
issued a Fleet Control Card and vehicle-specific Fleet Cards for every vehicle
enrolled under the program.
For enhanced security, the fleet card transactions are authorized through unique
Personal Identification Number (PIN). Moreover, the card can help track each
vehicle's movement across remote corners of the country leading to an improvement
in vehicle utilization and route compliance. XTRAPOWER is also backed by Indian
Oil‘s vast infrastructure network and web- based support services.
XTRAPOWER is one-of-a-kind fleet card program of Indian Oil, which gives you
XTRA convenience, XTRA security and XTRA opportunity to earn Truckload of
rewards. It is a tailor- made program for Fleet Owners, Operators & Corporate as
well. Xtra Power Fleet Card program is a step of IOC towards building loyalty among
the existing customers. Loyalty program works only when the customer is
emotionally attached to the brand.
Positioning of the loyalty program is very critical so that these benefits do not appear
to be a just discount under the garb of loyalty this greatly affects the customer
retailer relationship and greatly reducing the program to a pure commercial
transaction where the customer constantly looks for deals.
We need to enroll the right customers. We can recognize the highest value
Customers to recognize and reward their value to our organization, we can Cultivate
high potential customers who currently split their purchases between us and our
competitors or reach out to those most at risk of churning. Knowing which customer
groups are most important to us allows crafting recognition and rewarding strategy
that piques their interest.
Customers should be involved in the program by constant communication to make
them understand what is in for them. Comprehensive surveys should be conducted
to find out what should be the ideal way to reward the loyal customers and retain
them for the life time. Activities like checking point balances online, responding to
targeted offers,using kiosks, bidding on auction items, entering sweepstakes and so

48
on. Such participation is a sure sign of increasing value to the customers.
BENEFITS
 Better credit proposition.
 Higher value of reward points.
 Attractive rewards program.
 Personal accident insurance and medi-claim cover for the card member,
drivers, co-drivers & helpers.
 Lost card liability cover.
 Online PIN unblocking.
 Flexible cash loading options - Manual Reload & CCMS Reload (Remote
loading of cards by depositing lump sum cash at one place) or CCMS reload
thru' cheque payment at select HDFC branch.
 Card-insert based vehicle-tracking facility thru' website (Offline tracking free,
Online tracking at a nominal charge of Rs.2/-).The online tracking details are
immediately made available to the card members on XTRAPOWER website.
 Special discounts from our alliance partners (currently available on JK Tyres
only) Round the clock Customer Helpline Number 1800 425 55 99 (Toll Free)
or STD no. 044-6551498.
XTRA Features:
INSURANCE SCHEME - XTRAPOWER FLEET CARD PROGRAM
BACKGROUND:
Insurance scheme for XTRAPOWERFLEET CARD PROGRAM has been modified
which will remain effective till 5th Apr '10 (23:59Hrs).
Insurance Service Provider: The Oriental Insurance Co. Ltd. as an added feature
you can avail MEDICAL INSURANCE under our fleet card program.

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INSURANCE SCHEME:
Insurance features of XTRAPOWER FLEET CARD include following: (Sum
insured for Fleet Owner, Driver, Co-Driver and Helper-cum-cleaner)
Personal Accident Insurance Death (100% sum insured for all - (a) Owner :
Rs.1,00,000/- per card, max upto Rs.20,00,000/-, (b) Driver : 50,000/-, (c) Co-
Driver : 25,000/-, (d) Helper-cum-cleaner : Rs.25,000/-)
Total Permanent Disability(TPD) (100% sum insured) (TPD is defined as per
IRDA guideline) - (a) Owner : Rs.1,00,000/- per card, max upto Rs.20,00,000/-,
(b) Driver : 50,000/-, (c) Co-Driver : 25,000/-, (d) Helper-cum-cleaner :
Rs.25,000/-)
Partial Permanent Disability(PPD) (PPD is defined as per IRDA guideline) - (a)
Owner : Sum insured multiplied by the percentage of PPD as certified by the
Doctor (e.g. Rs.1,00,000/- per card upto max 20 cards (e.g.Rs.20,00,000/-) x %
of PPD), (b) Driver : Sum insured multiplied by the percentage of PPD as
certified by the Doctor (e.g. Rs.50,000/- x % of PPD), (c) Co-Driver : Sum
insured multiplied by the percentage of PPD as certified by the Doctor (e.g.
Rs.25,000/-x % of PPD), (d) Helper-cum-cleaner: Sum insured multiplied by the
percentage of PPD as certified by the Doctor (e.g. Rs.25,000/- x % of PPD).
Lost Card Liability Insurance (Maximum upto Rs.16,000/- per card subjected to
misuse of the card within 24 hours from lodging the loss complain with
XTRAPOWER 24 HOUR CUSTOMER HELPLINE)
Medical Insurance* (Rs.10, 000/- per card) : (a) Owner : Rs.2500/- per card
subjected to maximum of Rs.50,000/-, (b) Driver : Rs.2500/-, (c) Co-Driver :
Rs.2500/- and (d) Helper-cum-cleaner : Rs.2500/-. *(Minimum claim under
medical insurance MUST be over Rs.500/-)
CLAIM ENTITLEMENT:
Only ACTIVE CARDS as on date of accident would be entitled for availing

50
insurance benefits. Cards with sales transaction of Rs.10000/-in last 365 days
would be treated as Active Card. Prevailing IRDA guidelines would be applicable
for all insurance claims.
Insurance claims under XTRAPOWER FLEETCARD PROGRAMare admissible for
vehicular road accident only.
While claims are admissible for Driver, Co-driver and Helper-cum-cleaner towards
card enrolled against respective vehicle involved in the accident, the same for
Owner would be admissible for other accidents as well.
Claimant must send the claim to M/s. Oriental Insurance for claim settlement.
Above Insurance benefits are offeredto the members of XTRAPOWER FLEET
CARD PROGRAM at free of cost.
Easy Fuel gift card:
The XTRAPOWER Easy Fuel gift card facilitates corporate in paperless gifting of
fuels and lubricants to their employees, customers and other stakeholders, that too
from selectIndian Oil retail outlets numbering over 6,000. As India's first smart card-
based fuel voucher, it offers amazing convenience and security among the gifting
options available today, and comes with the option of multiple recharging, or
topping-up, and hence ideally suited for reimbursement, repeat incentivisation, etc.
Corporate members can log into the dedicate website for allocating requisite funds
and for topping up. All transaction details can be viewed on the website, thereby
eliminating the need for maintaining separate MIS for reimbursements. A 24x7
dedicated toll- free helpline (1800 4255599) caters to customer queries.

51
COMPARISON BETWEEN LOYALTY CARD BENEFITS WITH OTHER OMC
To complete this comparison I have visited the retail outlet of bpcl and hp and talk with their customers as
all benefits are not disclose in company‘s official website . These informations are required to get a
competitive edge over competitors.
NAME OF THE
COMPANIES
BENEFITS
IOCL BPCL HPCL
HIGHEST VALUE REWARD
POINT ON DISEL AND
PETROL
.4% .3% .3%
CASH LOADING MANUAL AND BY
CENTAL CASH
MANAGEMENT(FREE)
MANUAL AND BY
CENTAL CASH
MANAGEMENT(FREE)
MANUAL AND BY
CENTAL CASH
MANAGEMENT(FREE)
ONLINE PIN UNLOCKING YES(FREE OF COST) YES(FREE OF COST) YES(FREE OF COST)
INSTANT FUEL
REDEMPTION
YES YES YES
INSURANCE FOR OWNER Rs.1,00,000/- per card,
max up to Rs.20,00,000/-
NO ANY INSURANCE
FOR OWNER
NO ANY INSURANCE
FOR OWNER
INSURANCE FOR
DRIVER AND CLEANER
Driver:Rs.50,000/-
Co-Driver:Rs. 25,000/-
,Helper- cum-cleaner:
Rs.25,000/-
NO ANY INSURANCE
BENEFITS
Free accidental death
Insurance cover of Rs. 1
Lakh for drivers and 1
Lakh for cleaners.
MEDICAL INSURANCE (Rs.10, 000/- per card):
Owner: Rs.2500/- per
card subjected to
maximum of Rs.50, 000/-
,Driver: Rs.2500/-, Co-
Driver: Rs.2500/- and
Helper- cum-cleaner:
Rs.2500/-.
*(Minimum claim
undermedical insurance
MUST be over Rs.500/-)
NO ANY MEDICAL
INSURANCE
NO ANY MEDICAL
INSURANCE

52
LOST CARD LIABILITY
INSURANCE
Up to Rs 16000/per car
subjected to misuse 24
hrs after lodging loss
complain to Xtra power
24hrs help line.
NO SUCH BENEFIT NO SUCH BENEFIT

53
NAME OF THE
COMPANIES
BENEFITS
IOCL BPCL HPCL
LOST CARD LIABILITY A replacement card is
issue to the card
holder after due
verification the pre
paid amount balance
of the lost card is
transferred with a fee
of Rs 100 per card.
A replacement card is
issue to the card holder
after due verification the
pre paid amount
balance of the lost card
is transferred after
verification.
A replacement card is issue
to the card holder after due
verification the pre paid
amount balance of the lost
card is transferred after
verification.
VEHICLE TRACKING Card-insert based
offline tracking at no
extra cost. Card insert
based online tracking
at a nominal cost of
Rs.2/-
Card-insert based
offline tracking at no
extra cost. Card insert
based online tracking at
a nominal cost. Vehicle
tracking through sms
(fee only for blue card
holder).
Card-insert based offline
tracking at no extra cost. At
any HP Fleet card outlet, the
driver has to place the card
on the reader and enter his
PIN Number. This is
regardless of whether or not
your Driver fuels the vehicle
at the outlet. Card insert
based online tracking at a
nominal cost.
SMART CARD
PREPAID CREDIT
YES YES YES
MULTIPLE CREDIT
PARTNER
(Currently, Sundaram
Finance Ltd.)
Sundaram Finance Ltd
Citicorp Finance
IndusInd Bank
ICICI BANK
RELOADING FACILITY YES YES YES
ENROLLMENT FEE
AND RENWAL FEE
YES, Rs.100 PER
CARD
YES, Rs.250 PER
CARD
NA
LOYALTY POINT
VALUE
PER POINT 1
PAISA
NA NA

54
NAME OF THE
COMPANIES
BENEFITS
IOCL BPCL HPCL
REWARD FUEL AND
LUBE
YES YES YES
MINIMUM POINT
REQUIRED FOR
REDEMPTION
80,000-1 year from the
date of transaction.
9, 00, 000 - once in year
(for blue and silver)
quarterly for gold and on
demand for platinum
card holder.
25,000- at any point of
time valid up to 3 years.
REDEMPTION OPTION
THROUGH CRT
MACHINE
YES YES YES
24 HRS HEELPLINE YES YES YES
TYRE AND BATTERY
BENEFIT
On JK tyre per tyre Rs
100 less and 5% off on
Exide battery
NO SUCH BENEFIT NO SUCH BENEFIT
SMS BENIFIT NO SUCH BENIFIT Free sms alerts for all
balance check and
vehicle tracking (fee
only for blue card
holder).
NO SUCH BENEFIT
From this comparison it is clear that benefits provided by IOCL is better than its competitor inspite
of this to get more customer the company can consider for benefits such as,
 Free sms alert as provided by BPCL for balance check and vehicle tracking.
 Extra benefit scheme for customer with more transaction.
 Multiple credit partner for customers
 Redemption at any point of time with increased point validity from 1 year.
 Fleet card vehicle for smaller vehicle.

55
LIST OF SOME CUSTOMERS AND THEIR FEEDBACK
NAME OF
CUSTOMERS/
TRANSPORTING
AGENCY
LOCATION OF
BUSINESS AND
MOBILE NO
TOTAL NO. OF
VEHICLES
/NUMBER OF
CARDS
BUSINESS TYPE AND
BUSINESS ROUTE
FEEDBACK
SHYAM TRANSPORT
(SHYAM MISHRA)
KOLKATA
9434062255
89/73 TRANSPORT/ KOLKATAPOSITIVE
MAA KALI TRAVLES
(GAUTAM DHAR)
KOLKATA
9475679543
ASHUTOSH GOURAI DANKUNI
033-2520389
36/34 TRANSPORT/ WEST
BENGAL
POSITIVE
SUVRA TRANSPORT KOLKATA
8240302275
SPEEDY
AUTOMOBILES
CENTER
KOLKATA
9831577243
40/10 CORPORATE
TRANSPORT/ KOLKATA
POSITIVE
SOVAN TRUCK
AND TANKERS
HOWRAH
8420384253
650/290 TRANSPORT/
WEST BENGAL
POSITIVE
GAGAN MONDAL KOLKATA
9434009331
VIVEK KUMAR
SHUKLA
KOLKATA
9831132763
7/7 TRANSPORT/
WEST BENGAL
NEGATIVE
(BETTER TO GIVE
CASH THAN
USING CARD)
CARGO MOVERS
(ABHISHEK RAY)
WEST BENGAL
8880233002
40/12 TRANSPORT/
ALL OVER BENGAL
POSITIVE
MD TASIMUL AHMED
ZAKHULA
HOWRAH
9434106365
14/6 TRANSPORT/
WEST BENGAL
NEGATIVE
(NO CLEAR IDEA
ABOUT THE
BENEFITS AND NOT
INTERESTD)
BALWANT SINGH
GREWAL
KOLKATA
9433174935
60/10 TRANSPORT/
ALL OVER WEST
BENGAL,PUNJA
POSITIVE
(DON’T KNOW HOW
TO USE WANT HELP
AND VERY MUCH
INTERSTED)

56
NAME OF
CUSTOMERS/
TRANSPORTING
AGENCY
LOCATION OF
BUSINESS AND
MOBILE NO
TOTAL NO
OF
VEHICLES
/NUMBER
OF CARDS
BUSINESS TYPE
AND BUSINESS
ROUTE
FEEDBACK
NIKHIL DAS KOLKATA
9743158473
4/4 TARNSPORT/
WEST BENGAL
POSITIVE
(DON’T KNOW HOW TO
OPERATE AND WANT
DEMONSTRATION)
CHANDRA
TRADING
COMPANY
KOLKATA
9874314805
20/4 TRANSPORT/ SOUTH
KOLKATA
NEGATIVE
(VEHICLE OPERATES IN
LOCAL AREAS AND LESS
NUMBER OF OUTLET)
SANTOSHI MAA
TRAVELS
(SANTOSH S.)
KOLKATA
8892072082
8/8 TRAVELS/
KOLKATA
POSITIVE
JAI MAA DURGA
TRAVELS
KOLKATA
8013431126
5/3 TRANSPORT/
DANKUNI,WEST
BENGAL
POSITIVE
GUDDU
LOGISTICS
KOLKATA
8235303533
4/4 TRASPORT/WEST
BENGAL
POSITIVE
UNIQUE
TRANSPORT
KOLKATA
9742089381
3/3 TRANSPORT/ ALL
OVER BENGAL
POSITIVE
RADHEKRISHNA
TRANSPORT
KOLKATA
7978295740
80/(NOT
SPECIFIED)
TRANSPORT/
ALL OVER WEST
BENGAL
POSITIVE
(DON’T KNOW HOW TO USE)
CHAIN SHAKTI
ROADWAYS
KOLKATA
9337919319
15/0 TRANSPORT/
KOLKATA
POSITIVE
(INTERSTED AND WANT TO
USE CARD AND ALSOWANT
TO KNOW ITS OPERATION)
SGM TRANSPORT
(ASHOK AGARWAL)
KOLKATA
9434006156
15/15 TRANSPORT/WEST
BENGAL
POSITIVE
KRISHNA
CHANDRA
BANDEL
9135193233
4/4 TRANSPORT/ SOUTH
BENGAL
POSITIVE
ANIKET SHARMA KOLKATA
033 24160001
22/6 TRANSPORT
KOLAKATA.
POSITIVE

57
NAME OF
CUSTOMERS/
TRANSPORTING
AGENCY
LOCATION OF
BUSINESS AND
MOBILE NO.
TOTAL NO OF
VEHICLES
/NUMBER OF
CARDS
BUSINESS TYPE
AND BUSINESS
ROUTE
FEEDBACK
WAHID AUTOMLOBILES KOLKATA
8013603617
25/10 TRANSPORT/
KOLKATA
POSITIVE
A K
TRANSPORT
KOLKATA
8334885826
30/30 TRANSPORT/
ALL OVER BENGAL
POSITIVE
HARYANA
TRANSPORT COMPANY
ASANSOL
03326592034
3/3 ALL OVER
BENGAL AND
OUTSIDE
POSITIVE
BALAJI TRANSPORT KOLKATA
03322317732
4/4 TRANSPORT/
KOLKATA
POSITIVE
PRAKASH TRANSPORT
AGENCY
KOLKATA
03322591498 2/2
TRANSPORT/
KOLKATA
POSITIVE
KANPUR AGRA
TRANSPORT
KOLKATA
03322374469
2/2 TRANSPORT/
KOLKATA AND
ADJACENT AREAS
POSITIVE
(DON’T KNOW HOW TO
USE THE CARD
INTERSTED IN USING)
SHRI VENKATESH
TRAVELS
KOLKATA
9163292273 6/6
KOLKATA POSITIVE
These are the list of customers to whom I talk and also meet with some of them their responses
are very encouraging and most of them are interested and satisfied with this program. Some of the
customer does not show interest the main reason behind this is
 Problem with operation of card.
 Small amount of transaction.
 Unaware of the benefit provided by the Xtra power fleet card.
 Less number of outlet with such facility.
 Prefers to give cash instead of transaction through card.

58
QUESTIONNAIRE FOR RETAILERS
PERSONAL DETAILS:
NAME………………………………………………………
ORGANIZATION……………………………………….
ADDRESS…………………………………………………..
DATE OF VISIT…………………………………………..
INSTRUCTION:
Take your time to fill this questionnaire. Please read carefully, before answering the question.
1. How many liters of fuel do you sell in a week through Xtra Power FleetCard in a
month?
a) 1000-20000 lts
b) 20000-40000lts
c) 40000-60000lts
d) More than 60000 lts
2. What is the average sale of following brands at your outlet in a week?
Brands Xtra Mile
Super
Diesel
Xtra
Premium
Petrol
Servo
lubricants
Unleaded
Petrol
Unleaded
Diesel
Maximum
Minimum

59
3. What price do you get the following brand at?
Brands Xtra Mile
Super
Diesel
Xtra
Premium
Petrol
Servo
lubricants
Unleaded
Petrol
Unleaded
Diesel
Price
4. What is your margin for the following brands at?
Brands Xtra Mile
Super
Diesel
Xtra
Premium
Petrol
Servo
lubricants
Unleaded
Petrol
Unleaded
Diesel
Price
5. What is the average sale of fuel/ lubricants through Xtra Power Fleet Card from
your outlet?
.....................................................................................
6. Do you tell the customer/ fleetowner/ driver about the Xtra Power FleetCard
loyalty program of IOCL?
a) Yes
b) No
c) Sometimes
7. Do the staff/ attendants know how to operate the machine of Xtra Power Fleet
Card?
a) Yes
b) No

60
8. What is the usual mode of payment made by the customer?
a) Cash
b) Credit/Debitcards
c) Xtra Power FleetCard
9. Is the outlet well equipped with machines of Xtra Power FleetCard?
a) Yes
b) No

61
DATA FROM RETAILERS:
Total Percentage of fuel sold by Xtra Power Fleet Card
0
5
10
15
20
25
30
35
1000-20000 lts(30%) 20000-40000 lts(20%) 40000-60000 lts(28%) More than 60000
lts(32%)

62
Percentage of sale of different products in a week
Percentage of price collected by different brands
0
5
10
15
20
25
30
35
40
45
Xtra Mile Super
Diesel(40%)
Xtra Premium
Petrol(10%)
Servo
Lubricant(6%)
Unleaded
Petrol(14%)
Unleaded
Diesel(30%)
0
5
10
15
20
25
30
35
40
45
Xtra Mile Super
Diesel(40%)
Xtra Premium
Petrol(10%)
Servo
Lubricant(6%)
Unleaded
Petrol(14%)
Unleaded
Diesel(30%)

63
Percentage of sale through Xtra Power Fleet Card
0
10
20
30
40
50
60
70
80
Sale through Xtra Power Fleet Card(27.50%) Sale without using Card(72.50%)

64
Do you tell the customer/fleet owner/driver about the Xtra Power Fleet Card
Do the staff/attendants know how to operate the machine of Xtra Power Fleet Card?
0
10
20
30
40
50
60
70
Yes(65%) No(8%) Sometimes(27%)
0
10
20
30
40
50
60
70
80
90
100
Yes(95%) No(5%)

65
What is the usual mode of payments made by the customer?
0
10
20
30
40
50
60
70
Cash (60%) Credit/ Debit Card(12%) Xtra Power Fleet Card(28%)

66
Is the outlet well equipped with machines of Xtra Power Fleet Card?
0
10
20
30
40
50
60
70
80
90
100
Yes(87%) No(13%)

67
QUESTIONNAIRE FOR THE CUSTOMERS
Personal Details:
Name………………………………….
Address……………………………….
Date of visit…………………………...
CustomerID…………………………..
1. Do you visit the IOCL fuel station Regularly?
a) Yes
b) No
c) Sometimes
2. What is the usual mode of payment?
a) Cash
b) Credit/ Debit Card
c) Xtra Power FleetCard
3. Do you know about the Xtra Power FleetCard?
a) Yes
b) No
4. From where did you come to know about the FleetCard Program?
a) Advertisement
b) Newspaper
c) Journal/ Magazines
d) IOCL reatail outlets
e) Others
5. How many vehicles/trucks do you have?
………………………………..

68
6. Are you satisfied with the service of FleetCard?
a) Yes
b) No
c) Partly Satisfied
7. Do you use your Fleet Card regularly?
a) Yes
b) No
c) Sometimes
8. What improvementdo you want in fleet card loyalty program?
a) Better services to the card holders.
b) More attractive offers.
c) Others
9. Do you redeem your Xtra points regularly?
a) Yes
b) No
c) Sometimes
10. Any suggestions about the Xtra Power Fleet Card Program?
…………………………………………………

69
DATA FROM CUSTOMERS:
Do you visit the IOCL fuel stations regularly?
0
5
10
15
20
25
30
35
40
45
50
Yes(45%) No(15%) Sometime(40%)

70
What is the usual mode of payment?
Do you know about the Xtra Power Fleet Card?
0
10
20
30
40
50
60
70
Cash(65%) Debit/Credit card(6%) Xtra Power Fleet Card(29%)
0
10
20
30
40
50
60
70
80
90
100
Yes(88%) No(12%)

71
From where did you come to know about the Fleet Card Program?
Are you satisfied with the service of fleet card?
0
10
20
30
40
50
60
0
10
20
30
40
50
60
70
Yes(65%) No(15%) Partly Satisfied(20%)

72
Do you use your Fleet Card regularly?
0
10
20
30
40
50
60
70

73
What improvements do you want in the Fleet Card Loyalty Program?
Do you redeem your Xtra points regularly?
0
10
20
30
40
50
60
Better Service(55%) More offers(15%) Others(20%)
0
10
20
30
40
50
60
70
80
90

74
FINDINGS
 Most of the customers were very supporting and welcoming .They had Good
will forIOCL.
 Customers who showed interest appreciated the offer provided and were
eager to continue talks with IOC. They were also wanted to know more about
the program.
 Some of the prospective customers were not aware of India Oil Xtra Power
Fleet Card Loyalty Program. Hence they were not interested. Also due to the
increase in the oil prices they were apprehensive a little bit.
 Some of the customers facing technical difficulties while using the card since
they are not able to understand its operations clearly.
 Some customers have no clear idea about its benefit and they are happy to
use their old traditional way of purchasing oil and lubricant.
 Some of the customer considers it as very complex and the benefit is not so
high.
 Customers most of them are small transporter are not very keen for this
program some of them have purchase the card but the card remains as idle as
they have very less transaction and lack of information about the benefits.
 Xtra Power scheme is not available at all the retail outlet of Indian oil in so at a
time it creates problem.
 The card swiping machines are not properly maintained at some places
leading to many customercomplaints. Some of the machines are very old and
they are need replacement with the new one.
 At some places pump attendants are also not interested in providing this
service.
 There are no pamphlets available at pumps, which could give a brief idea
about the loyalty program.
 Pamphlet and booklets are in English; hence most of the people are not able
to understand.
 There is no dedicated person for collecting the forms. So, there is a large
backlog of forms.
 There is Lack of internet facility at some of the outlets and also problem with
poor network service.

75
 Website of Xtra Power (www.iocxtrapower.com) is not regularly updated.
 There is no facility of sms for vehicle tracking and to know detail about existing
balance where other major oil producing company (BPCL) provides this
service to their customers.
 Sundaram finance is the only partner for providing credit to the card owner.
 There are no any special benefits for customers having larger transaction.
 There is no any benefit for customers with small vehicle.
 Corporate customers are not very interested as there is no any special benefit
for them.

76
CONCLUSION
Customer loyalty comes in three phases. The first derives from location. The next
phase is meeting the needs of your customer profile. The third phase down is
retailer's loyalty programmes. Most consumers are multi-loyal.
The key to a successful business is a steady customer base. After all, successful
businesses typicallysee 80 percent of their business come from 20 percent of their
customers. (PARETO ANALYSIS).
Xtra power is a step of IOC towards building loyalty among the existing customers.
Loyalty program works only when the customer is emotionally attached to the brand.
The best way to keep customers loyal is to provide a good product or service that
provides good value for money. Branding alone will not make customers loyal, but
back up a good product and customer service with branding and loyalty will develop
quicker.
Offers and loyalty schemes can increase loyalty, but they are no substitute for (and
will not work without) a good product, good customer service, and friendly customer
relationships.
We need to enroll the right customers. We can recognize the highest value
customers to recognize and reward their value to our organization, we can cultivate
high potential customers who currently split their purchases between us and our
competitors or reach out to those most at risk of churning. Knowing which customer
groups are most important to us allows crafting recognition and rewarding strategy
that piques their interest.
Customers should be involved in the program by constant communication to make
them understand what is in for them. Comprehensive surveys should be conducted
to find out what should be the ideal way to reward the loyal customers and retain
them for the lifetime. Activities like checking point balances online, responding to
targeted offers,using kiosks, bidding on auction items, entering sweepstakes and so
on. Such participation is a sure sign of increasing value to the customers.

77
RECOMMENDATION
 Most of the people are not aware regarding the Xtra power scheme, IOC
should try to create awareness regarding the program by means of more
aggressive advertising.
 The customers facing any kind of difficulties must be assisted promptly and
their problem must be considered with due care.
 Xtra power fleet card banners should be put at proper location with easy
visibility.
 Information centers especially in remote areas must be setup so that people
have access to this program and they can have detail information about its
benefits.
 The facilities should be made available to more retail outlet.
 The card swiping machine must be carefully maintained and provide quick
service for any technical difficulties. The old machines must be replaced by the
new one without any delay.
 Most of the pump attendant is not so educated hence a training program for
them to provide the use of swiping machine and its various technical aspects.
 Regular visit to pump should be made and pump owner and attendants are
encouraged to provide the service for their own benefit and benefit to the
customers.If possible some rewards should be given to the pump with highest
sale in month by card transaction.
 Pamphlets must be available at pump so that customers get a brief idea about
the program.
 All the pamphlets and booklets are in English, hence most of the customer not
able to understand. It should be in regional language (Bengali) and Hindi for
easy understanding.
 There must be a fixed person for collecting forms and application for the card.
 The website for Xtra power needs regular update with more user friendly
access and details of new as well as upcoming offers.
 The poor network service at retail outlet need to improve urgently.
 Target new vehicle/fleet owner by tie up with the vehicles companies and give
XTRAPOWER FLEET CARD with every new vehicle/truck.

78
 If a card is not used for a specified period then a message should be given as
a reminder and if possible to contact the person as there may be some other
reason.
 Xtra reward program should be started at all other locations as early as
possible.
 Facility for vehicle tracking and to know the detail of existing balance by
customer should also made available through sms service.
 Need for more credit partner to provide wide credit service to the customers.
 Special benefit must be provided to customers with larger transaction and it is
better to divide the customers in groups as per their total transaction.
 Need for Local alliance partners.

79
BIBLIOGRAPHY
• Company Website- www.iocl.com
• Company Website- www.ioclxtrapower.com
• Research Methodology- GREEN TULL ALBAUM
• Company Journal & Magazines
• www.Google.com
• www.slideshare.net
• www.scribd.com

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