Sip title and content.2

KARNATAKA UNIVERSITY, DHARWAD
INSTITUTE OF BUSINESS MANAGEMENT AND RESEARCH, HUBLI.
Summer Implant Project (SIP)
A report on
Customer Satisfaction Survey
Towards DRIVE TRACK PLUS PROGRAM
At
Hindustan Petroleum Corporation Limited
Regional Office Belgaum
Submitted to
KARNATAKA UNIVERSTIY, DHARWAD
in partial fulfilment of the requirement for the award of degree in
MASTER OF BUSINESS ADMINISTRATION
carried during the academic year 2013-14
Submitted by:
HUSAIN FAIROZ B BAHAMANI
Registration No: MBA131261007
INTERNAL GUIDE:
Prof. Dr. ARUN BABU ANGADI
HOD and Associate Professor
MBA Dept
IBMR, Hubli
EXTERNAL GUIDE:
Mr. GAURAV MALIK
Marketing Officer
HPCL Regional Office Belgaum

Ref. No. KU/IBMR/2014/
Date: 16-08-2014
CERTIFICATE
This is to certify that HUSAIN FAIROZ B BAHAMANI, Reg. No.
MBA131261007 student of 2nd semester of our Institution has completed
Summer Internship Program (SIP) during the academic year 2013-2014 at
“Hindustan Petroleum Corporation Limited” entitled “Customer
Satisfaction Survey towards DRIVE TRACK PLUS Program” in partial
fulfillment of Master of Business Administration degree as prescribed by
Karnatak University, Dharwad.
Dr. Rajendra C. Malowade
Director, IBMR
External Examiner:-
1.______________________ 2.______________________

Ref No: IBMR/MBA/2014/
Date: 16-08-2014
CERTIFICATE
This is to certify that, HUSAIN FAIROZ B BAHAMANI, Reg. No.
MBA1312161007 is a bonafide student of this Institute has completed Summer
Internship Program (SIP) under my guidance during the academic year 2013-
2014 at “HINDUSTAN PETROLEUM CORPORATION LIMITED”. He
has prepared and submitted the project assigned to him, namely “Customer
Satisfaction Survey Towards DRIVE TRACK PLUS Program”
Arun Babu Angadi
Assistant Professor and HOD MBA Dept
IBMR, Hubli.

DECLARATION
I Husain Fairoz B Bahamani student of MBA 2nd sem, Institute of Business
Management and Research, Hubli, hereby declare that the project work entitled
“Customer Satisfaction Survey” carried out at “Hindustan Petroleum
Corporation Limited Regional Office Belgaum” is submitted to Karnataka
University Dharwad through the Institute of Business Management and Research,
Hubli, in partial fulfilment of the requirements for the award of the Master of Business
Administration degree. This project report is a bona fide work prepared by me under
the guidance of Prof. Dr. Arun babu Angadi HOD MBA Dept of Institute of
Business Management and Research, Hubli. The findings and suggestions of this
project report are based on the information collected by me during the period of my
study.
To the best of my knowledge and belief, the matter presented in this report has not
been submitted previously in part or full to any university for the award of any
degrees.
Date: 16/08/2014 Husain Fairoz B Bahamani
Place: HUBLI MBA131261007

ACKNOWLEDGEMENT
I wish to express my heartfelt thanks to all those who were involved in completion of
my project.
First of all I wish to express my sincere thanks to our respectable Dean and Director
Dr. Rajendra C. Malowade who has fully supported and encouraged me in this
venture.
It is my privilege to have accomplished this study under the guidance of my guide,
Prof. Dr.Arun Babu Angadi HOD and Associate Professor MBA Dept for taking keen
interest and full involvement, dynamic motivation and valuable guidance extended to
me throughout the project.
I wish to thank Hindustan Petroleum Corporation Limited Regional Office Belgaum
and Mr. S S Patil (Chief Regional Manager Retail), and Mr. Gaurav Malik (Marketing
Officer Belgaum RO) my external guide and all the employees of the organization for
guiding and helping me in completing this project successfully.
My sincere and affectionate regards to my parents for the immense support which
encouraged me to conclude this project on time.
I wouldn’t forget to thank all my faculty members of the Institute, friends and
everybody for their kind co-operation and help in this matter.
HUSAIN FAIROZ BAHAMANI
MBA131261007

Contents
SI.
NO
TOPICS PAGE NO
1
Executive Summary
1
2
Company Profile:
Brief about the company
Brief about the organisation structure
Company’s Vision, Mission and Objectives
2 – 26
27 – 33
34
3
About the project
a)Objective of the study
b)Scope of the study
c)Limitation of the study
35 – 53
54
54
4
Research Methodology of the project
a) Primary Data
b) Secondary Data
c) General Approach
55 – 56
56
56
5
Conceptual Framework
A Review of Earlier Research studies conducted
57
6
Analysis, Findings and suggestions
SWOT analysis
59 – 68
69
7 Conclusion 70 – 71
8 Reference 71
9 Questionnaire 72 – 76

Executive Summary
As a part of fulfilment of the MBA course at Institute Of Business Management &
Research (IBMR) Business School, Hubli, SIP was undertaken with the Hindustan
Petroleum Corporation Limited.
This study is to analyse and know the customer satisfaction towards Drive Track Plus
Program. In this survey of customer satisfaction the statistics are compared with competitors’.
This survey helped me to experience practical functioning of this organization and to gain
knowledge about the product & services and distribution channels of Hindustan Petroleum
Corporation Limited.
This project is specially designed to understand the subject matter of customer satisfaction
about the product and services of the Organization.
The purpose of training was to have a practical experience of working in an organization
and to have exposure to the various management practices in the field of marketing. This
training also has given me an on the job experience of marketing.
This project is very useful for those who want to know about the company and marketing
strategies of the company.
For making satisfactory progress an organization need to make sure that their product is
developing along with the market, if a product is developing well, then income should
increase, if not then the marketing strategy should be revised. An organization should always
know what is happening within their designated market, if it is changing, saturation,
technological advances, slowing down or rapidly growing, being up to date on this is
essential for companies to survive.

Introduction
Hindustan Petroleum Corporation Limited
HPCL is a Government of India Enterprise with a Navratna Status, and a Forbes 2000
and Global Fortune 500 company. It had originally been incorporated as a company under
the Indian Companies Act 1913. It is listed on the Bombay Stock exchange (BSE) and
National Stock Exchange (NSE), India.
HPCL has an annual sales/income from operations of Rs 2,32,188 Crores (US$ 38.75
Billions) during FY 2013-14, having about 20% Marketing share in India among PSUs and a
strong market infrastructure. HPCL's Crude Thruput and Market Sales (including exports) are
15.51 Million Metric Tonnes (MMT) and 30.96 MMT respectively in the same period. It
operates 2 major refineries producing a wide variety of petroleum fuels & specialties, one
in Mumbai (West Coast) of 6.5 Million Metric Tonnes Per Annum (MMTPA) capacity and
the other in Vishakhapatnam, (East Coast) with a capacity of 8.3 MMTPA. HPCL holds an
equity stake of 16.95% in Mangalore Refinery & Petrochemicals Limited, a state-of-the-art
refinery at Mangalore with a capacity of 15 MMTPA. In addition, HPCL has constructed a 9
MMTPA refinery at Bathinda, in Punjab, with Mittal Energy Investments Pvt. Ltd. . as
a Joint venture.
HPCL also owns and operates the largest Lube Refinery in the India producing Lube
Base Oils of international standards, with a capacity of 428 TMT. This Lube Refinery
accounts for over 40% of the India's total Lube Base Oil production. Presently HPCL
produces over 300+ grades of Lubes, Specialities and Greases.
HPCL's vast marketing network consists of 13 Zonal offices in major cities and 101
Regional Offices facilitated by a Supply & Distribution infrastructure comprising Terminals,
Pipeline networks, Aviation Service Stations, LPG Bottling Plants, Inland Relay Depots &
Retail Outlets, Lube and LPG Distributorships. HPCL, over the years, has moved from
strength to strength on all fronts. The refining capacity steadily increased from 5.5 MMTPA
in 1984/85 to 14.8 MMTPA presently.

HPCL has earned "Excellent" performance from FY1991-92 (basis signing of the first
MOU with the Ministry of Petroleum & Natural Gas, GOI in FY 1991-92), till FY 2012-13,
except for the single FY 2006-07, when it was adjudged as Very Good. HPCL has won the
prestigious MOU Award for the year 2007-08 for Excellent Overall Performance, and for
being one of the Top Ten Public Sector Enterprises who fall under the 'Excellent' category.
HPCL has also earned the TOP PERFORMER status for two consecutive FY 2011-12 and
2012-13, as the topper in the MOU ratings, in the Oil Industry.
Consistent excellent performance has been made possible by highly motivated workforce
of over 11,000 employees working all over India at its various refining and marketing
locations. View Past Annual Reports to know more about HPCL. The RTI Information
Manual provides various details about the operation of the Corporation.
HPCL continually invests in innovative technologies to enhance the effectiveness of
employees and bring qualitative changes in service. Business Process Re-Engineering
exercise, creation of Strategic Business Units, ERP implementation, Organizational
Transformation, Balanced Score Card, Competency Mapping, benchmarking of refineries and
terminals for product specifications, ISO certification of Refineries and Supply Chain
Management are some of the initiatives that broke new grounds.
HPCL has successfully integrated Information Technology in its activities at different
levels. The Enterprise Resource Planning (ERP) system is now operational on J.D.Edwards,
an Oracle product, across the Corporation.
Registered Office & Corporate Headquarters
Hindustan Petroleum Corporation Limited.
Petroleum House,
17, Jamshedji Tata Road,
Mumbai 400020.
Maharashtra, India.
Email: corphqo(at)hpcl[dot]co[dot]in
Marketing Headquarters
Hindustan Petroleum Corporation Limited.
Hindustan Bhawan,
8, Shoorji Vallabhdas Marg,
Ballard Estate,Mumbai 400001.Maharashtra, India.
Email: mktghqo(at)hpcl[dot]co[dot]in

CORPORATE LOGO
Punch line of the Company
FUTURE FULL OF ENERGY

OVERALL MARKET SHARE
50.00%
45.00%
40.00%
35.00%
30.00%
25.00%
20.00%
15.00%
10.00%
5.00%
0.00%
HPCL IOCL BPCL OTHERS
 HPCL 25%
 IOCL 50%
 BPCL 23%
 OTHERS 1.5%

MARKET SHARE IN PIPELINE
50%
45%
40%
35%
30%
25%
20%
15%
10%
5%
0%
BPCL HPCL ONGC IOCL
 BPCL 7%
 HPCL 16%
 ONCG 30%
 IOCL 47%
Series1

CUSTOMER PREFERENCE
45%
40%
35%
30%
25%
20%
15%
10%
5%
0%
HPCL BPCL IOCL OTHERS
 HPCL 26%
 BPCL 42%
 IOCL 30%
 OTHERS 2%
Series1

SCORE OF COMPANIES ON SCALE
SERVICE
35%
34%
33%
32%
31%
30%
29%
28%
27%
IOCL 30%
BPCL 35%
HPCL 35%
IOCL BPCL HPCL
Series1

ADVERTISEMENT
45
40
35
30
25
20
15
10
5
0
HPCL IOCL BPCL
HPCL 42%
IOCL 30%
BPCL 28%
Series1

BRAND IMAGE
35%
34%
33%
32%
31%
30%
29%
28%
27%
HPCL 35%
IOCL 35%
BPCL 30%
HPCL IOCL BPCL
Series1

QUALITY
45%
40%
35%
30%
25%
20%
15%
10%
5%
0%
IOCL 30%
HPCL 45%
BPCL 25%
IOCL HPCL BPCL

Products and Services
Refineries
Welcome to Refineries Section
Without refining, the rich resources of crude petroleum of nature would remain latent. Value-added
products from crude petroleum like petrol, diesel, kerosene, liquefied petroleum gas,
naphtha and many more products would not be available for growth and development of a
nation.
HPCL refineries upgrade the crude petroleum into many value-added products and over
300 grades of lubricants, specialties and greases. The Lubricating Oils Refinery set up at
Mumbai is largest lube refinery in India. It produces superior quality lube base oils.
The offsite product handling facilities of refineries at Mumbai and Vishakhapatnam has been
automated. Projects have been implemented and facilities upgraded to produce green fuels
like unleaded petrol and low sulphur diesel. and Euro III & Euro IV works are in progress.
The refineries have been benchmarked by an international agency for various performance
parameters. Numerous awards have been bestowed on both the refineries in recognition of the
efforts in the field of energy conservation, environment and safety.
This section showcases about our Refineries: Its History, Performance, New Projects,
Research & Development, Awards.

HP Aviation... Leading Jet fuel supplier in India
Hindustan Petroleum (as Esso and Caltex prior to 1974) has been providing aviation
refuelling (Aviation Turbine Fuel - ATF) services at various airports in India for more than
half a century. To know more about HP Aviation, also fondly called "Hindustan" Aviation,
browse the following links.
Bulk Fuels and Specialities
Welcome to Bulk Fuels & Specialities section (Direct Sales)
The Bulk Fuel & Specialities Business unit caters to marketing of Bulk fuels & Petroleum
products directly to Industrial consumers like power plants, chemicals, fertilisers, shipping
companies and airlines. This unit is also involved in exports of Bulk fuels and finished
Petroleum Products.
International Trade

Welcome to International Trade section
This section showcases about our International Marketing,Crude supplies and Our Offerings.
Please navigate to various information using the links.
The activities of IT&S relate to:
 Crude oil imports
 Petroleum Product Imports / Exports
 Shipping
 Production planning for Refineries
 Supplies for domestic Markets
 Product exchange with other Indian Oil Companies and Oil price risk management

Welcome to HP Gas, Your Friendly Gas
HP Gas, the HPCL brand of LPG, is what keeps the fire burning in millions of Indian
homes.
Bottled at 44 LPG Bottling Plants throughout the country with a total capacity of over 3610
thousand metric tonnes per annum (TMTPA), HP Gas reaches you after thorough checking at
every stage right from bottling to distribution. That is what makes HP Gas synonymous with
Safety.
Lubes (HP Lubes)
Lubes is an integral part of Hindustan Petroleum Corporation Limited, one of India's
frontline oil majors, committed to providing energy and fueling growth in every significant
area of development.

Retail Business
At HPCL Retail Outlets (Petrol Pumps), we believe in maintenance. Maintaining not just
the vehicle, but a steady relationship with our consumer. And to do so, provide better and
efficient services. We take care of not only your fuelling needs, but also complete vehicle
care. We stock related products like tyres, batteries and accessories, so you don't have to go
shop-hopping. All our other value-added services ensure that your vehicle is well looked
after.

Product Pipeline
Pipeline is the most cost effective, energy efficient, safe and environment friendly mode of
transportation of petroleum products. They ease the overburdened Rail & Road infrastructure
and minimise the environmental impacts arising out of Rail & Road transportation. Pipelines
play a significant role in meeting the demand of petroleum products in India.
HPCL has laid pipelines for transportation of Petroleum Products to ensure product
availability to its Consumers and the Public at large.

Alternate Energy
Wind power
Maharastra: HPCL's maiden renewable & alternate energy Wind Energy Generator was
commissioned at Dhule in Maharashtra State in May 2007. This 3.75 MW pilot turnkey
project, costing about Rs 19 Crores, comprised of just 3 Wind Turbine Generator (WTG)
units, each with an installed capacity of 1.25 MW. This was executed by M/s Suzlon Energy
Limited.
Power generated from this venture is being sold to the Maharashtra State Electricity Board
(MSEB).
Rajasthan: HPCL comissioned another Wind
power project in Jaisalmer in Rajasthan State on 1st January 2009. The 21.25 MW turnkey
project, executed at Rs 110 Crore by M/s Suzlon Energy Limited, comprises of a 17 unit-farm,
each WTG unit having an installed capacity of 1.25 MW.
The 2nd Wind Power Project in Jaisalmer, Rajasthan was commissioned on 18th December
2010. The 25.5 MW capacity turnkey project, executed at the cost of Rs. 154.57 Crore by
M/s Suzlon Energy Limited, comprises of a 17 unit wind farm, each WTG unit having an
installed capacity of 1.50 MW.
The power generated is wheeled through the Rajasthan State Electricity grid and is partly
consumed by HPCL’s centres at Ajmer, Jaipur, Kota, Pali and Jodhpur. Surplus power is
being sold to Rajasthan State Electricity Board. (RSEB)
HPCL remains committed to enhance use of renewable energy resources and exploration of
alternate sources of energy.

Joint Venture
Crude Refining and Marketing of finished Petroleum products is the core area of the
Corporation. Opportunities are also being explored to access new revenue streams, and
augment downstream businesses. Accordingly, HPCL has ventured in Upstream activities
(Exploration and Production) and piped gas distribution in major cities.
HPCL-Mittal Energy Ltd.(HMEL)
JV with Mittal Energy Investments Pte. Ltd (MEI), Singapore, an L.N. Mittal group
company, for implementation of Guru Gobind Refinery, a green field refinery project located
at Bathinda, Punjab.
Hindustan Colas (HINCOL)
JV promoted with M/s COLAS SA, France. Incorporated on July 17, 1995
Manufactures International quality value-added bituminous products such as bitumen
emulsions & cutbacks and modified bitumen.

Brief about the Organisation Structure
 Chairman and Managing Director
 Functional Directors
 Part-time ex-officio Directors
 Part-time non-official Directors
Chairman and Managing Director
Ms. Nishi Vasudeva: Chairman and Managing Director
Ms. Nishi Vasudeva took charge as Chairman & Managing Director of Hindustan
Petroleum Corporation Ltd. effective March 01, 2014. Prior to this, she was Director -
Marketing of the Corporation from July 4, 2011. She is the first woman to be appointed as
Chairman & Managing Director of a Navratna PSU. She is also the Chairman of HPCL Joint
Venture Companies - HPCL-Mittal Energy Ltd., South Asia LPG Co. Pvt. Ltd., and its
wholly owned subsidiary, Prize Petroleum Co. Ltd.
Functional Directors

Ms. Nishi Vasudeva: Director- Marketing (Additional Charge)
Ms. Nishi Vasudeva, C&MD HPCL holds additional charge as Director-Marketing of
HPCL till further notice.
Mr. P K Joshi: Director- Human Resources
Mr. Pushp Kumar Joshi took charge as Director - Human Resources effective August 01,
2012. Prior to this he was holding key portfolios in Human Resources viz. Executive Director
– HRD, and Head – HR of Marketing Division.
A Bachelor of Law and an alumnus of XLRI, Jamshedpur, Mr. Pushp Kumar Joshi joined
HPCL in 1986. Since then he has held various key positions in Human Resources and
Industrial Relations functions at HQO, Marketing and Refineries Divisions of HPCL
He has been responsible for the design and deployment of key HR policies and practices
that are employee oriented and aim at building high performance culture.
Mr. K V Roan: Director - Finance

Mr. K V Rao took charge as Director Finance effective 1st June 2013. Prior to his taking
over as Director (Finance), Mr. K V Rao was Executive Director- Corporate Finance of
HPCL for 5 years.
A member of the Institute of Chartered Accountants of India (ICAI), Mr. Rao brings with
him rich experience of over 3 decades in handling various challenging assignments in HPCL
in the fields of Corporate Finance, Treasury Management, Internal Audit and Marketing &
Refinery Finance.
Mr. B. K Namdeo: Director – RefineriesMr. B. K Namdeo
took charge as Director - Refineries effective July 01, 2013. Prior to this he was the
Executive Director, International Trade and Supplies of HPCL. A Mechanical Engineer and a
Master of Technology from IIT Bombay, he has over 32 years of experience in various refinery
functions and has held key positions in Central Engineering (Refinery Projects), Operations, Projects
and Maintenance of the Refineries.During his tenure as ED (IT&S), Mr. Namdeo was responsible for
Procurement of Crude Oil, Product Evacuation, Ship Chartering, Refinery planning & scheduling and
related commercial activities of both the refineries of HPCL.
TopPart-time ex-officio Directors
Dr. S C Khuntia: Director
Dr. Subhash Chandra Khuntia, has been appointed as a Part Time Director on the HPCL
Board effective August 3, 2012.
Dr.S C Khuntia (IAS Karnataka cadre 1981) is a post -Graduate in Physics, Computer
Science, Economics, Sociology and Doctorate in Economics. Before joining Petroleum

Ministry as Additional Secretary & Financial Advisor, he was Principal Secretary, PWD,
Govt. of Karnataka.
Mr. R K Singh: Director
Mr. Rajesh Kumar Singh has been appointed as a Part Time Director on the HPCL Board
effective June 26, 2013.
Mr. R K Singh (IAS Kerala cadre 1989) joined the Ministry of Petroleum and Natural Gas
effective 10th June 2013, as Joint Secretary (Refineries). He is B.A (Economics) from
University of Delhi.
Mr. Singh has previously served the Government of Kerala as Assistant Collector -
Palakkad, Addl. Director - Tourism, Collector - Malappuram District, Jt.Commissioner -
Finance, Secretary - Local self Government and Secretary - Ports including assignments such
as Under Secretary - Ministry of Finance, Dy. Secretary - Ministry of Urban Development,
and Joint Secretary - Information and Broadcasting, Government of India. He has also served
as Commmissioner of the Delhi Development Authority (DDA).
Top
Part-time non-official Directors
Mr. G K Pillai: Director
Mr. G K Pillai joined the HPCL board as an Independent Director effective April 9, 2012.
Mr. G K Pillai is a retired IAS officer. He joined Indian Administrative Service in the year
1972 and belongs to Kerala Cadre. He has done his M.Sc. at IIT, Chennai.
In addition to being a Director on Board of HPCL, he is also the Chairman of the Board of IVY Cap
Ventures Pvt Ltd, a venture capital company sponsored by the IIT Alumni Association.

Prof. G. Raghuram: Director
Prof. G. Raghuram joined the HPCL board as an Independent Director effective April 9,
2012.Prof. Raghuram has done his graduation from the Indian Institute of Technology (IIT),
Madras, MBA from IIM, Ahmedabad and PhD from Northwestern University, USA.
Prof Raghuram is a Professor in the Indian Institute of Management (IIM), Ahmadabad. His
specialization is in infrastructure and transportation systems, and supply chain & logistics
management. His research, consultancy, case studies and publications focus includes
railways, ports and shipping, air and road sector, service organizations and supply chain
management. He has taught at North-western University and Tulane University, USA. He has
been a visiting faculty at various universities in USA, Canada, Yugoslavia, Tanzania, UAE,
Singapore and several institutions in India.
Dr. Gitesh K Shah: Director
Dr.Gitesh K Shah, a Scientist turned Management Expert, was appointed to the HPCL board
effective February 26, 2013.Dr.Gitesh K Shah has done his M.Sc., Ph.D. & D.Sc in Organic
Chemistry. Dr.Gitesh K Shah is a Chartered Scientist, Chartered Chemist and Fellow of the
Royal Society of Chemistry(RSC), London. (C.Sci., C.Chem., F.R.S.C.). He is also member
of the prestigious Dr.Vikram Sarabhai Award Committee. He is based at Ahmedabad.
Dr.Gitesh K Shah, who is a noted Technocrat & Management Expert, has rich experience of
20 years in the field of Petrochemical, Chem-informatics, Bio-informatics and Nano–
Technology. He has to his credit 18 research papers in renowned international journals in the

field of Chemistry Dr.Gitesh K Shah has been an Part-time non-official Director of HPCL
earlier - from December 7, 2009 to December 6, 2012.
Mr. A.C Mahajan :Director
Mr. Avinash Chander Mahajan joined the HPCL board as an Independent Director effective April 9,
2012.
Mr. A C Mahajan has done his M.Sc. (Chemistry Hons) in 1972, and thereafter joined Bank
of India as an Officer in 1972. He is a career banker with over 38 years of varied experience
in various Public Sector Banks in India and abroad.
Mr.Rohit Khanna: Director
Mr. Rohit Khanna joined the HPCL board as an Independent Director effective September
27, 2013.He is a commerce graduate from Delhi University, besides being a Fellow Member
of the Institute of Chartered Accounts of India (ICAI).
Mr. Khanna is the Managing Partner of Khanna Gulati & Associates, Chartered
Accountants, New Delhi. In addition, he is on the Board of various companies like Atlantic
Softtech Pvt.Ltd, Bhikaji Power Pvt. Ltd. etc. He had earlier served on the Boards of Dena
Bank and various other companies.
Mr. Khanna brings with him front line organizational experience and broad functional
knowledge. He has over 27 years of experience in diverse sectors of industry including
corporate affairs, finance, law, banking, resource development, infrastructure and services.
His specialization as an advisor on strategy, business structuring, finance fundamentals,

corporate governance, risk assessment, budgeting, appraisal and monitoring mechanisms has
endowed him with experience and knowledge of key business processes.

Companies Vision, Mission and Objectives
VISION:
To be a World Class Energy Company known for caring and delighting the customers
with high quality products and innovative services across domestic and international
markets with aggressive growth and delivering superior financial performance. The Company
will be a model of excellence in meeting social commitment, environment, health and safety
norms and in employee welfare and relations.
MISSION:
HPCL, along with its joint ventures, will be a fully integrated company in the hydrocarbons
sector of exploration and production, refining and marketing; focusing on enhancement of
productivity, quality and profitability; caring for customers and employees; caring for
environment protection and cultural heritage. It will also attain scale dimensions by
diversifying into other energy related fields and by taking up transnational operations.
OBJECTIVE:
 To ensure that all management positions are manned by personnel having the requisite
qualifications, exposure and competence
 To integrate the aspirations for growth and development of Officers with the present
and future requirements of the Corporation
 To ensure equity, fairness and objectivity in matters relating to promotion
 To recognise and reward meritorious performance

About the PROJECT
 Objectives of the Study
1. To study the HPCL loyalty program in Belgaum and nearby regions.
2. To study the loyalty between the local customers and the company.
3. To study the benefits provided by HPCL to the local customers.
4. To study how HPCL tap local alliance partners for “DRIVE TRACK PLUS” Fleet Card
program.
5. To obtain customer opinions and suggestions at HPCL retail outlets and give
Recommendations to HPCL to improve the implementation of “DRIVE TRACK PLUS”
loyalty program.
6. To study the comparative analysis between the loyalty card benefits of other marketing
company.
7. To become known to real market.
8. To gain real experience of market that how corporate persons work. How we have to
behave, how to present yourself, how to make deals with clients etc.
9. To check our theoretical knowledge with comparison to the practical market demands.
10. It gives us an opportunity to apply our thinking, idea, knowledge in real market
11. To enhance our skill and gain experience to be a true professional.
12. To enhance our interpersonal skills.
13. To learn necessary managerial skills and positive attitude towards your work.
14. To get a flavor of Teamwork, Organizational culture, Team dynamics, result orientation,
organizational pressure, complexities in achieving desired result.
15. To understand the day to day functioning of an department within the organization.
16. And at last but not the least, to sharpen our career goals for a bright career.

LOYALTY PROGRAMS- AN INTRODUCTION
Loyalty programs are structured marketing efforts that reward, and therefore encourage, loyal
buying behaviour — behaviour 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 offer a discount once certain criteria have been met — for
example, a 20% discount on a single purchase once a customer has spent Rs 2000 at the
business. Still others offer points 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 pastdecade, 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.
Loyalty programs have gained in popularity immensely in the past fifteen years, in no small
part due to the development of 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 competition will 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 Plus
(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 customer support 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 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 suspect to 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 competition in the petro-retailing sector, today‘s consumer is 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 competition will 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
bythe petro-retailers like:

Smart Fleet (BPCL)
Petro card (BPCL)
Xtra reward (IOCL) Xtra Power (IOCL)
Drive track Plus (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.
DRIVE TRACK PLUS Fleet Card program
The DRIVE TRACK PLUS Fleet Card program is a complete smart card-based fleet
management solution for fleet operators and Corporate for cashless purchase of fuel & lubes
from designated retail outlets of Hindustan Petroleum 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, Hindustan Petroleum’s Drive Track Plus Fleet Card has emerged as the largest fleet
card in the country with the widest retail outlet coverage.
Any business entity owning or operating a vehicle fleet can become a member of the
Drive Track Plus 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. DRIVE TRACK PLUS is also backed by Hindustan Petroleum‘s vast
infrastructure network and web based support services.
DRIVE TRACK PLUS is one-of-a-kind fleet card program of Hindustan Petroleum, which
gives you extra convenience, extra security and extra opportunity to earn Truckload of
rewards. It is a tailor-made program for Fleet Owners, Operators & Corporate as well. Drive
Track Plus Fleet Card program is a step of HPCL 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 enrol 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 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 cover for the drivers and cleaners.
 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 payment through at
select ICICI branch.

Literature Review
 FICCI (2007): According to FICCI survey on fuel retailing industry in India, they
concluded that the rising rate of growth of GDP, rising purchasing power of people
with higher propensity to consume with preference for sophisticated brands would
provide constant impetus to growth of petroleum industry. as people will have huge
amount of money to buy their own vehicles. So as per as FICCI automobile sector
will emerge as the front running sector in India. There is a very good chance for
Indian fuel retailing sector to gain big hold in the market. the potential market will be
rural one which is stillbeing untapped. Rural India which constitutes about 70% part
of India will drive the major chunk of income of oil companies. So they need to
concentrate on Indian rural market.
 McKinney (2006): The Indian market for transportation fuels holds a lot of
promise. The country’s aspiring middle class, recently estimated at 40 million
households by consultancy McKinney, is becoming increasingly motorised. small
towns are expanding at a rapid pace, sparking investment in roads and other
infrastructure. The largest express highway project in India, for example, aims to link
the cities of New Delhi, Mumbai, Kolkata and Chennai with a system of four- to six-lane
highways. Automobile sales, which today number just over a million vehicles a
year, could reach 20 million a year by 2030, predicts us-based consultancy keystone,
making India the third-largest automobile market in the world after china and the
USA. Moreover, the fact that many of India’s service stations are poorly designed and
congested leaves a natural opening for newcomers who offer a better alternative.
Typical old-fashioned Indian service stations feature long queues, cars jockeying for
position, oily forecourts and hand-operated petrol pumps that may not accurately
measure the volume of each sale.

Features
I. Better Control on transporter’s
 Fuel Consumption: Efficiently manage working
capital by allocating funds to each card from central pool of funds (CCMS account).
Access card balances information online.
 Spends through user cards: Keep a check on the spends on each of the user cards with
multiple spend limits that transporter can determine and change.
II. More Convenience
 Cash less transactions: With Drivetrack Plus card in driver’s pocket he need not carry
any cash for fuel.
 Central cash management system (CCMS): Allocating funds to the drivers can't get
any easier. Just login to your Drive track Plus web account and allocate money to any
of the user cards. Likewise,an of the user cards with excess money can transfer funds
back to CCMS account.
 Electronic Funds Transfer: CCMS account can be recharged by RTGS/NEFT or cash
from a nearby HPCL outlet participating in the program.
 MIS at the click of a button: Monitor of the transactions being carried out by the
specific user cards anytime, anywhere. It’s just need to log on to the customer’s web
account to view or download reports.

III. Enhanced Security
PIN based security is employed with separate PIN for each of the user cards and Control Pin
for Control card transactions. There is added level of security with control card.
 No threat of theft: Because transporter’s employees need not carry cash for fuelling at
all.
IV. Insurance coverage
Drive track Plus card brings accidental death insurance cover of Rs. 1 lakh each for the driver
and cleaner of every active card.
V. Fabulous Rewards
Reward points on fuel purchase: Whenever the vehicle is fuelled using Drive track Plus card
it earns Drivepoints which can be redeemed for free fuel / lubes at participating HPCL outlets
or gifts. Extra reward points for purchase of lubes: You earn 500 Drivepoints per Rs. 100/-
spent for purchase of lubes using Drive track Plus card

Cashless Transactions
This smart card based program lets you purchase fuel and lubes from designated HPCL retail
outlets with electronic purse in your card. You can also recharge you account using
RTGS/NEFT, transfer funds from your central account to various user cards.
Central Cash Management System
CCMS is a cash management facility in Drivetrack Plus program that enables a member to
 provide central pool of funds available for all user cards issued to the member
 authorise employees/drivers to transfer funds from central account to user card for fuel
purchases
 Apportion funds to each user card from time to time
 Recharge this central loyalty account
 The CCMS account of the member can be recharged by
 Cash Recharge by transaction on EDC terminal at participating HPCL retail outlets
 RTGS/NEFT from any bank to member's CCMS account
MIS Reports

 This program lets you control your fleet with useful MIS. These MIS reports are both
vehicle (card) wise as well as consolidated reports of your entire fleet. You can access
and download the MIS report by logging on to your account.
 The MIS report gives you information on: CCMS Recharge, CCMS Reload, CCMS
Balance, Total Spends/Reload, Vehicle wise Spends/Reload, Card wise balances,
Drive Points Earned, Redeemed and Balance, Time/Location of purchase and
Frequency of purchase
Vehicle Tracking
 The members can also track the location of their vehicles. All the driver has to do is to
present the card at a participating outlet for a 'tracking transaction' post which the
information will be available on your web account or on the customer care n
VI. Customer Service
24x7 customer care number for queries and assistance.

COMPARISON BETWEEN LOYALTY CARD BENEFITS WITH
OTHER OMC
To complete this comparison I have visited the retail outlet of IOCL and BPCL and spoken
with their customers. This information is required to get a competitive edge over competitors.
NAME OF THE
COMPANIES
BENEFITS
HPCL
BPCL
IOCL
Reward Points on
DIESEL
3%
3%
4%
CASH LOADING
MANUAL AND BY
CENTARAL CASH
MANAGEMENT SYSTEM
(FREE)
MANUAL AND BY
CENTRAAL CASH
MANAGEMENT
SYSTEM (FREE)
MANUAL AND BY
CENTRAL CASH
MANAGEMENT SYSTEM
(FREE)
ONLINE PIN
UNLOCKING
YES(FREE OF COST
YES(FREE OF COST
YES(FREE OF COST
INSTANT FUEL
REDEMPTION
YES or GIFT
YES
YES
INSURANCE FOR
DRIVER AND
CLEANER
Free accidental death
Insurance cover of Rs. 1 Lakh for
drivers and Rs.1 Lakh for cleaners.
NO ANY
INSURANCE
Driver : 50,000/-
Co-Driver :
25,000/-,Helper cum-cleaner
:
Rs.25,000/-
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
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.
A replacement card is issue to the
card holder after due verification
the pre paid amount
balance of the lost
card istransferred
with a fee of Rs 100per card.

NAME OF THE
COMPANIES
BENEFITS
HPCL
BPCL
IOCL
VEHICLE
TRACKING
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.
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. Card insert based
online tracking at a nominal cost
of
Rs.2/-
SMART CARD
PREPAID CREDIT
YES
YES
YES
MULTIPLE CREDIT
PARTNER
ICICI BANK
Sundaram Finance Ltd
Citicorp Finance
IndusInd Bank
(Currently,
Sundaram Finance
Ltd.)
RELOADING
FACILITY
YES
YES
YES
ENORLMENT FEE
AND RENWAL FEE
NA
YES ,RS 250 PER
CARD
YES , RS 100 PRE
CARD
LOYALTY POINT
VALUE
Rs.1/- on consumption of rs.100/-
NA
PER POINT 1
PAISA

NAME OF
THE COMPANY
BENEFIT
HPCL
BPCL
IOCL
REWARD ON FUEL AND
LUBE
YES
YES
YES
MINIMUM POINT
REQUIRED FOR
REDEMPTION
25,000-at any
point of time valid
up to 3 years.
9, 00, 000 - once in year
(for blue and silver)
quarterly for gold and
on demand
for platinum card
holder.
80,000-1 year
from the date of transaction.
REDEMPTION
OPTION THROUGH
CRT MACHINE
YES
YES
YES
24 HRS HEELPLINE
YES
YES
YES
SMS BENEFIT
NO SUCH BENEFIT
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 HPCL is better than its competitor
in spite 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

Revised tier based reward structure for Drive Track Plus Program
customers for spends and EFT
CATEGORY
TIER
QUARTERLY
SLAB
MONTHLY
SLABS
(FOR CLUB
CUSTOMERS)
DRIVE POINTS AS PER
EXISTING REWARD
STRUCTURE
SPENDS EFT TOTAL
SILVER 1
TIER 3
<4.5 LAKHS
<1.5 L
0 10 10
SILVER 2
TIER3
4.5L TO
37.5L
1.5L TO12.5L
10 20 30
GOLD
TIER2
37.5L TO
150L
12.5L TO 50L
30 50 80
PLATINUM
TIER1
150L TO
300L
50L TO 100L
30 60 90
CLUB
TIER1
>300L
>100L
30 85 115

LIST OF SOME CUSTOMERS AND THEIR FEEDBACK
Name of the
Customer/Transpor
t Agency
Customer ID
Mobile Number
Total no of
Vehicle and no
of cards
Feedback
RAGKUMAR G
2800000026
9900036306
650/216
POSITIVE
V V SHADRI
2000058656
9663332043
436/250
POSITIVE
M K TRAVELS
2000030697
9845829290
185/72
POSITIVE
GEETHA
CHIDAMBRA
2000030688
9845177622
144/96
NEGETIVE
MURLIDHARAN
T N
2000029066
9740466034
163/116
NEGETIVE
D N REKHA
2000060775
9845351153
101/99
POSITVE
POPULAR
ROADLINES
20000042279
0821-2493164
139/74
POSITIVE
RAVI KIRAN C
2000071056
9986686255
60/60
POSITIVE

GOPAL C
280000213
9844247004
60/42
NAGETIVE
CHETANKLOGI
STICS LTD
200003929
9945019222
53/48
POSITIVE
SAM TOURS
200004738
9880024646
41/30
POSITIVE
SRINIVAS
TRANSPORT
2000041637
9900777877
35/31
POSITIVE
DEHLI FRIEGHT
CARRIERS
2000047457
9845081002
32/30
NEGATIVE
BHARAT
ROADLINES
2000030676
9845032648
54/50
POSITIVE
HANDA
TRANSPORT
2000030075
9845250994
75/70
POSITIVE

Scope of the Study
 Study of consumers needs and wants related to Drive Track Plus Program.
 To know the customers buying behaviour towards Drive track Plus Program.
 Product planning and development starts with the generation of product idea and
ends with the product development and commercialisation.
 Study of distribution channel is important in marketing. For maximum sales and profit
goods are required to be distributed to the maximum consumers.
 To maintain the interest on the customer to be loyal to the organization the DT plus
Program plays an important role by which customer are benefited on the time of
redemption of points with fuel or gift.
Limitations of Study:
1. I could have covered all the DTP customers across India but due to time & financial
constraints, i could not do so.
2. I could have known the customer buying behaviour if I was able to travel across the
country.
3. Customers from different areas could have enhanced my knowledge & information on
what is it that they are loyal to the company, or which rewards attract them to be loyal to
the DTP program of the company.
4. Last but not the least I would gain some insight on what satisfies the consumer in
different parts of the country.

RESEARCH METHODOLOGY OF THE PROJECT:
DATA COLLECTION METHOD
Types of Data and Data Collection:
Data that I have received for making the project is a combination of both primary and
secondary data.
Primary Data
The data collected through questionnaire based survey from the retailers and customers of
Belgaum region. The name of the retail outlets of Hindustan Petroleum Corp[oration Limited
from where these data are collected are
 United Petroleum’s
(College road Belgaum )
 TCI Petroleum’s
( Kakti Belgaum )
 Vijaybharti Petroleum’s
( Desur Belgaum )
 Renuka Highway Petroleum’s
(Bhagewadi Belgaum)
 Supreme Petroleum’s
( Azam Nagar Belgaum)
 Prabhat Auto Service Centre
(Nava Nagar Hubli)

 Shanti Enterprise
(Vidya Nagar Hubli)
 J G Pawar Petroleum’s
(Bharat Mill Road Hubli)
Secondary Data
Company‘s journal
Company’s magazines
Company‘s website
Company‘s pamphlets
Sampling plan
 The sample size for retailer is 8
 The sample size of customers is 75 on tier basis that is Tier1, Tier2, and Tier3 of
Belgaum and nearby region.
 The respondents are chosen through cluster sampling universe elements are chosen in
rather than individually. Whereas convenience sampling is based on opportunism.
General Approach
First of all i thought of preparing a questionnaire with a set of questions which would satisfy
my purpose of customer satisfaction survey of DTP program at HPCL. Then I intended to
meet all the customers to have a diversified survey, my questionnaire would have points
based on their satisfaction, higher the satisfaction higher the marks and vice versa. Based on
this data i would evaluate, analyse & reach a conclusion and final purpose of my survey.

Conceptual Framework
 A Review of Earlier Research studies conducted
Scenario 1:
Your driver has to make a long distance trip for delivering a consignment for an important
customer. For the refuelling enrooted and for the return trip, he needs to carry a large sum of
cash. Now highway journey is replete with various threats and there risk to your money. Is
this worrying you?
Scenario 2:
You are based in Haryana. Your truck is bound for Chennai. Your driver or truck encounters
some unforeseen exigency mid way and the money given to the driver for fuel is spent. Fuel
tank is almost empty and vehicle has to still reach the destination and travel back. And worst
of all you don’t have any contact there. Now what?
Scenario 3:
Business is thriving and your fleet is expanding. But monitoring the vehicle-wise fuel
consumption and whereabouts of your vehicles all the time is a bit too time-taking.
Accounting is slipping away from your hands. There is always some or the other discrepancy
in the ledger. How to manage this ever-growing business, how to keep tab on drivers'
transactions?
Scenario 4:
Fuel prices are increasing day by day. Some local petrol pumps extend facilities or rewards.
But there are hardly any such offers to come by at the petrol pumps enroute. How good it
would be if the rewards and facilities are available to customers uniformly all over the
country.

Analysis
TIER -1
The definition of Tier-I is customer applied For DTP enrolment with a
minimum of 100 vehicles. DT Plus Program Focuses majorly on such customers.
Very few customers of Tier-I contribute to the maximum percentage of fuel
consumption from HPCL retail network. Enrolling and maintaining such kind of
customers is very important for the success of the program and maintaining the
market share. Out of 75 sample size 25 Tier-I customers are interviewed through
personal and telephonic interviews. The inferred results are presented in the below
Tier-I table. Out of a maximum of 100 points for each feature, individually, the
obtained points are presented. It is interred that the most preferred/useful feature was
with the maximum points and the least preferred/useful feature was with the minimum
points.
Control and Convenience 80%
Security 75%
Insurance 50%
Rewards 75%
Customer Service 80%

80
70
60
50
40
30
20
10
0
Control and
Convenience
Security Insurance Rewards Customer
Service
TIER-1
TIER-1

TIER -2
The definition of Tier-II is customer applied for DTP enrolment with a minimum of 25
vehicles. DT Plus program focuses on such customers, because the entire market was majorly
filled with this kind of customer segment only. Tier II customers can also contribute to the
maximum percentage of fuel consumption from HPCL Retail network, sometimes, the
absolute volumes stretch beyond 100 KL. Enrolling and maintaining such kind of customers
is very important for the success of the program and maintaining the market share. Out of 75
sample size 25 Tier II customers are interviewed through personal and telephonic interviews.
The inferred results are presented in the below Tier II table. Out of a maximum of 100 points
for each feature, individually, the obtained points are presented. It is interred that the most
preferred/useful feature was with the maximum points and the least preferred/useful feature
was with the minimum points.
Security 80%
Insurance 50%
Rewards 85%

90
80
70
60
50
40
30
20
10
0
Control and
Convenience
Security Insurance Rewards Customer
Service
TIER 2
TIER 2

TIER-3
The definition of Tier-III is customer applied for DTP enrolment with a 1 to 25 vehicles. DT
Plus program focuses on such customers, because the entire unorganised transporters market
was majorly filled with this kind of customer segment only. Tier-III customers can also
contribute to the maximum percentage of fuel consumption from HPCL retail network, but,
enrolling and maintain such customers is very laborious and consumes the productive time
that can be spent on above mentioned tiers. Out of 75 sample size 25. Tier III customers are
interviewed through personal and telephonic interviews. The inferred results are presented in
the below Tier III table. Out of a maximum of 100 points for each feature, individually, the
obtained points are presented. It is interred that the most preferred/useful feature was with the
maximum points and the least preferred/useful feature was with the minimum points.
Security 50%
Insurance 70%
Rewards 90%

90
80
70
60
50
40
30
20
10
0
TIER 3
TIER 3

TIER1,TIER2 and TIER3
TIER 1
TIER 2
TIER 3
TIER-1
TIER-2
TIER-3
90
80
70
60
50
40
30
20
10
0
Control and
Convenience
80%
85%
50%
Security
75%
80%
50%
Insurance
50%
50%
90%
Rewards
75%
85%
70%
Customer Service
80%
70%
50%

OVERALL RESULT
76
74
72
70
68
66
64
62
60
58
OVERALL RESULT
Security 68%
Insurance 64%
Rewards 76%
OVERALL RESULT

FINDINGS & Suggestions
1. Most of the customers were very supporting and welcoming .They had Good will for
HPCL.
2. Customers who showed interest appreciated the offer provided and were eager to
continue talks with HPCL. They were also wanted to know more about the program.
3. Some of the prospective customers were not aware of India HPCL Drive Track Plus
Program Fleet Card Loyalty Program. Hence they were not interested. Also due to the
increase in the oil prices they were apprehensive a little bit.
4. Some of the customers facing technical difficulties while using the card since they are not
able to understand its operations clearly.
5. Some customers have no clear idea about its benefit and they are happy to use their old
traditional way of purchasing oil and lubricant.
6. Some of the customer considers it as very complex and the benefit is not so high.
7. 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.
8. Drive Track Plus scheme is not available at all the retail outlet of Hindustan Petroleum in
so at a time it creates problem.
9. The card swiping machines are not properly maintained at some places leading to many
customer complaints. Some of the machines are very old and they are need replacement
with the new one.
10. At some places pump attendants are also not interested in providing this service.

11. There are no pamphlets available at pumps, which could give a brief idea about the
loyalty program.
12. Pamphlet and booklets are in English; hence most of the people are not able to
understand.
13. There is no dedicated person for collecting the forms. So, there is a large backlog of
forms.
14. There is Lack of internet facility at some of the outlets and also problem with poor
network service.
15. Website of Drive Track Plus (www.hpcldtplus.com) is not regularly updated.
16. 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.
17. ICICI is the only partner for providing credit to the card owner.
18. There are no any special benefits for customers having larger transaction.

SWOT Analysis
STREGNTH:
1.India's major oil and gas company
2.Operates largest Lube refinery in India
3.Large product portfolio
4.Owns and operates the largest Lube Refinery in India producing Lube Base Oils of
international standards
5.Produces over 300+ grades of Lubes, Specialities and Greases
WEAKNESS
1.Legal issues
2.Employee management
3.Human right issues, rehabilitation issues
4.Environmental hazards from wastes
OPPORTUNITY
1.Increasing fuel/oil prices
2.Increasing natural gas market
3.More oil well discoveries
4.Expand export market
THREATS
1.Government regulations
2.High Competition from other players

CONCLUSIONS
Tier-I:
 The customers are majorly focused on control/convenience that DT Plus offers in the
form of MIS (Fleet & Spends) and customer servive. Cashless transaction with
centralised fund management through DT Plus web-site increases their control on the
day to day spends for fuel and customer service resolves issues faced by customers.
 Rewards and Security are at next important feature that Tier-I customers prefer/use.
As their consumption is very large their cash back on consumption is also
proportionately large.
 Insurance stands at the lowest.
Tier-II:
 Tier-II customers equally focuse on both control/ convenience and reward points that
DT Plus offers. Control/convenience that DT Plus offers in the form of MIS (Fleet &
Spends) and reward are the most preferred features by such customers.
 Security is next important feature that Tier-II customers prefer/use.
 Majorly, being, unorganised/non-institutional transporters they need assistance for
hassle transactions in their respective routes so customer services is next preferred
feature.
 Insurance stands at the lowest, as these features are less availed by the customers.
Tier-III:
 This segment mostly cares about insurance feature and customer service. As most of
the customers are small customers in terms of size, operations and financially, they
want to be covered under insurance.
 Cash back is next important feature for this segment of customer.
 Tier-III customers are not much worried about control/convenience and security
feature as they are not much involved in CCMS transactions; instead prefer cash
loading/cash sale transactions.

Over All:
Rewards and Control/Convenience are the most preferable features of DT Plus. Depending
upon the respective size, operations need and financial position etc the mentioned segments
are choosing among the features like Security, Customer Service and Insurance as depicted in
below charts.
RFERENCE
Company‘s journal and magazines
Company‘s website
Company‘s pamphlets

Questionnaire for Retailers
Personal details
Name ……………………………………………
Outlet ……………………………………
Customer ID.............................
Address …………………………………………
Date of visit …………………………………….
Instructions:
Take your time to fill this questionnaire. Please read carefully, before answering
question.
1.How many people are trained in the outlet to use DTP terminal?
Ans.
2. Do you have login ID and password of DTP program. If no how do you check your
monthly transactions?
a)Yes
b)No
Ans.
3.Do you know about point structure of DTP?
a)Yes
b)No
Ans.

4. Where do you keep the DTP card?
a)Customer
b)Outlet
Ans.
5. Do you tell the customer/fleet owner/driver about the Drive rack Plus card loyalty program
of HPCL?
a) YES.
b) NO.
C) SOMETIMES.
Ans.
6. Do the staff/attendants know how to operate the machine of Drive Track Plus card?
a) YES
b) NO
Ans.
7. Do you maintain the list of credit customers, cash customers & DTP customers?
Ans.
8.Do you know about cash reload, cash sale and CCMS?
Ans.
9.What is the purpose of batch settlement?
Ans.
10.After batch settlement what do you understand by receivable and payable?
Ans.

Appendices
Customer Questionnaire
Dear DT Plus Customer,
I am approaching you for your kind cooperation in connection with our project titled “Study
of features of DTP perceived by customers & factors contributing in enrolling
customers”. This study aims in understanding and identifying the contributing factors for
customer enrolment in to DT Plus program and enhance the product features for better
services. So your response regarding the various features of DT Plus program and respective
usage is valuable in this project.
Gaurav Malik
Marketing Officer,
Belgaum Retail Region, HPCL
Please provide the following information:
Customer. ID:
Tier:
Phone No.:
Region:
1. What is your understanding/awareness about DTP Program?
2. What are the features of DT Plus Program?
3. What are the valuable features of DTplus program?

Control & Convenience
Very Useful OK Not very useful
MIS-Fleet 7 6 5 4 3 2 1
MIS-Spends 7 6 5 4 3 2 1
MIS-Vehicle Tracking 7 6 5 4 3 2 1
Online monitor (website) 7 6 5 4 3 2 1
Security
Cashless transaction 7 6 5 4 3 2 1
Pin-based transaction 7 6 5 4 3 2 1
Insurance
Accidental death insurance cover of
Rs.1lakh each for the driver and cleaner
for every active card
7 6 5 4 3 2 1
Rewards
Reward Points against consumption 7 6 5 4 3 2 1
Redemption (Fuels or Gifts) 7 6 5 4 3 2 1
Customer Service
24*7 Call Center 7 6 5 4 3 2 1
Program team Assitance 7 6 5 4 3 2 1

Complaints/comments
Suggestions/Feedback

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