2. Post Training PresentationAcademic Session 2009-10 Aneesh Bhandari P.G.D.M. (FT) Major: Marketing Roll: 10/2008 Corporation Limited Indian Oil
3. Specifications Profile:- Intern Trainee Division:- Retail Sales, World Trade Centre, New Delhi 110001 Mentor:- Mr. Alok Srivastava (Manager, DDO Retail Sales) Period:- 1st April 2009 to 3rd June 2009 Project1:- "To study the value-added fuel brands of IOCL for strategy, budgeting, communications, and positioning " Project2:- "To design a sales promotion campaign for XtraPremium Petrol and XtraMile Diesel for implementation in Delhi NCR” 3 Aneesh Bhandari; LBSIM Delhi
4. Introduction to the Organization Public-Sector Petroleum Company (Traded on BSE & NSE) Founded in 1964 Employee Strength ~ 36,200 (approx.) Key Business Area: Petroleum products: Petrol, Diesel, Kerosene, LPG, Petrochemicals Owns 10 of the 19 refineries in India Ranks 116 on the Fortune 500 list (highest for any Indian company) 4 Aneesh Bhandari; LBSIM Delhi
5. Introduction: Statistics Total Assets: US$ 26.20 billion Total Equity: US$ 10.87 billion Revenue: US$ 61.7 billion Net Income: US$ 1.96 billion Growth: 12.9% on 2006-07 (Net Income) 47% share in the petroleum products market 40% share in refining capacity Capacity of 60.2 million metric tons per year; 17606 Fuelling Stations * All figures for the financial year 2007-08 5 Aneesh Bhandari; LBSIM Delhi
6. To study the value-added fuel brands of IOCL for strategy, budgeting, communications, and positioning PROJECT 1 6 Aneesh Bhandari; LBSIM Delhi
12. Brands at IOCL ENERGY Xtra Mile Xtra Premium Servo Auto Gas Indane Indian Oil Aviation LNG at Doorstep RETAIL Xtra Care Kisan Seva Kendras Swagat Servo Express CUSTOMER LOYALTY PROGRAM Xtra Rewards Xtra Power 8 Aneesh Bhandari; LBSIM Delhi
13. Value-added fuel brands Xtra Premium Petrol Indian Oil’s XTRAPREMIUM Petrol is India’s leading branded petrol boosted with new generation multifunctional additives known as friction busters that prevents combustion chamber deposits. XTRAPREMIUM is custom designed to deliver higher mileage, more power, and better pick up, faster acceleration, enhanced engine cleanliness and lower emissions. XTRAPREMIUM is a sought after fuel among discerning customers who own new generation, high-performance cars who have endorsed its unmatched performance. Xtra Mile Diesel Indian Oil’s XTRAMILE Super Diesel, the leader in the branded diesel segment is blended with world-class ‘Multi Functional Fuel Additives (MFA). 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. 9 Aneesh Bhandari; LBSIM Delhi
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15. 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.
16. The detergent dispersant cleans the fuel system and the friction modifier drastically reduces friction in the non-lubricated engine area contributing to fuel economy.
17. Xtra Mile is the premium fuel in diesel category. It prevents engine from knocking, improves performance of the engine and adds extra life to it. It improves acceleration and cuts down on maintenance costs.10 Aneesh Bhandari; LBSIM Delhi
18. Methodology STRATEGY B2B interviews conducted with people who were a part of the initial branding team for XtraPremium Petrol and XtraMile Diesel. Secondary data sources majorly the internet for articles, journals and case studies on the related subject. BUDGETING B2B interviews with industry experts and people in Indian Oil. Secondary data from the internet on spending behavior and data supplied by the company. COMMUNICATIONS By studying the advertisements that have appeared in the newspapers, on the television and other sources with respect to the nature, timing, objectives and success/ROI. POSITIONING Designing, conducting and analyzing a surveyfor branded fuels. Target Group: Any Indian Citizen who owns/drives their own vehicle and is in the age bracket ‘18 years and above’. Methods: Online and face to face interviews. Assigning equal weightage to responses from either source. Sample Size: Minimum 100, no cap on maximum ~depending on available time. 11 Aneesh Bhandari; LBSIM Delhi
72. Positioning: Recall The highest recall was for Speed petrol of BPCL. This can be attributed to the active promotions carried out by BPCL for speed in recent times when activity for other brands was dormant. 25 Aneesh Bhandari; LBSIM Delhi
73. Positioning: Correlations 26 There is a no relationship between the consumption pattern (in litres) and the usage of branded fuel. Pearson Value = -0.060355811. The value being very close to zero indicates there is a very slight negative relation. After doing the error corrections, we will not find any correlation. There is a slight positive correlation between the usage of branded fuels and the type of vehicle a person drives. There is no correlation between the Socio Economic Classification and the usage of branded fuel. But there is significant correlation between the educational qualification and usage of branded fuel, and occupation and usage of branded fuel when taken separately. Therefore, we can say that usage of branded fuel is not correlated with affluent class people or people who consume fuel in certain amounts. Usage of branded fuel is behavioral. It can slightly be attributed to the educated class but no significant relation was found. This implies branded fuels can only be behaviorally segmented. Aneesh Bhandari; LBSIM Delhi
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75. Limitations 28 A significant portion of the study is based on secondary information from third party sources. The figures provided in budgeting are rounded of and no information on the trend of expenditure could be obtained. The perception part has its usual limitations of people not responding correctly. In the given project study, a 9% error in the responses was accounted for using the dummy question. The data for brand building exercise pertaining to a period between 2002 and 2006 is not significantly available through reliable secondary data sources. Time constraints. Aneesh Bhandari; LBSIM Delhi
76. To design a sales promotion campaign for XtraPremium Petrol and XtraMile Diesel for implementation in Delhi NCR PROJECT 2 29 Aneesh Bhandari; LBSIM Delhi
77. Objectives To design a sales promotion campaign for boosting sales of XtraPremium Petrol and XtraMile Diesel in Delhi NCR. To study the market dynamics and campaigns run by Indian Oil and its competitors in the past. To study the customer behavior towards campaign and return on investment for previous campaigns. To design potential solutions under the given constraints and finalize on an idea which can be implemented in a feasible manner. The objectives of the sales promotion campaign designed should be as follows:- To boost the sales of XtraPremium Petrol and XtraMile Diesel. To provide for conversion of ordinary fuel users into branded fuel users at IOCL pumps. To provide for increased tyrefalls at IOCL pumps in order to increase IOCL’s market share for fuels. To revamp the image of branded fuels and induce a behavior of regular usage amongst the customers. 30 Aneesh Bhandari; LBSIM Delhi
78. Requirements DEVELOPMENT STAGE In the development stage, we require secondary data of previously run campaigns. We also require fresh primary data regarding the consumer behavior. DRAFTING STAGE In the drafting stage, we require inputs regarding costs and the various limitations of the host company. IMPELEMENTATION STAGE In this stage, support is required in terms of logistics, management – inventories, on-field activities, promotions, legal issues, proper run of the campaign. 31 Aneesh Bhandari; LBSIM Delhi
79. Constraints The campaign should be designed to run for a period of atleast 45 days and a maximum of 60 days. There should be instant gift redemption for the customers who take part in the campaign. The campaign is limited to the 205 Indian Oil and IBP petrol pumps in Delhi NCR (National Capital Region). The campaign should be designed in a manner that IOCL has to incur minimum expenditure. It should be made sure that all available branding opportunity is utilized in the best possible way and should provide for non-fuel revenue for the company. No claims regarding the value added by branded fuels should be made during the campaign. 32 Aneesh Bhandari; LBSIM Delhi
80. Methodology The methodology involves understanding consumer behavior on Petrol pumps. For this the following methods are adopted:- Analysis of previous campaigns using secondary data and information from Project 1. Short SMS survey randomly asking people about what gift/rebate could act as a motivator for them to buy branded fuels. The options given were:- Free Car Wash, Free Car Shampoo, Fuel rebate, Passes to a concert, Discounts at retail outlets, Discount on clothing accessories. A field study of select Indian Oil Retail Outlets involving random interviews, observing the behavior of visitors (customers) using video recording and through a firsthand account. A mall semi structured questionnaire for people who had previously participated in campaigns for branded fuels. The questionnaire aims to find out the motivation behind the participation by these people. 33 Aneesh Bhandari; LBSIM Delhi
87. Potential Designs SELF REGULATED CAMPAIGN: - A campaign with FUEL REBATE on next purchase of XtraPremium Petrol or XtraMile Diesel, and DISCOUNTS on products and services available on Indian Oil outlets. In such campaign, revenue earned for giving branding opportunities at IOCL pumps to alliance partners is used to neutralize the extra cost incurred due to fuel rebates being given away as incentive MINIMAL INVOLVMENT: - A campaign giving NO FUEL REBATE but DISCOUNTS on services and products available at stores of alliance partners. In such a campaign alliance partners majorly associate in-kind and one major alliance provides for money that has to be used for providing logistics and promotional expenses. INSTANT GIFT REDEMPTION: - In this type of campaign an INSTANT GIFT like a soft drink can or a packet of chips is given away on select purchase of branded fuel. IOCL provides the alliance partner (that provides free gifts) with major promotional space. Some portion of the revenue earned by selling branding options at IOCL pumps is used for providing logistics and promotional expenses. DOUBLE EVENT CAMPAIGN: - In this two events are organized, one being the sales promotion campaign and the other being the END EVENT for which passes are given away as incentives. Two – way revenue is generation is done from the END EVENT as well as by selling branding options. The revenue earned can be channelized to provide for organization of the END EVENT and the logistics and promotional expenses. FINAL DRAFT 35 Aneesh Bhandari; LBSIM Delhi
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89. The actual manpower required for the campaign may not be determined perfectly before the campaign is in its implementation phase.
90. The campaign may have to be restricted to a period of less than 60 days if the planned amounts of passes are already exhausted.
91. Factors like meeting a sudden surge in demand for branded fuels have not been considered. The company officials claim that they can meet any possible demand but there is a lot of learning to be done from the SPC of Shell in the USA in the year 198436 Aneesh Bhandari; LBSIM Delhi
103. Convenience Store News (October 2, 2006). Shell Brings Back Triple Rebate Program. All Business, Retrieved April 19, 2009 from http://www.allbusiness.com/retail-trade/food-stores/4490115-1.html
104. Thakur, P & Dutta, S (April 5, 2009). Are branded fuels worth it. Economic Times. Retrieved April 20, 2009 from http://economictimes.indiatimes.com/Oil--Gas/Are-branded-fuels-worth-it-/articleshow/4360938.cms38 Aneesh Bhandari; LBSIM Delhi
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106. Satchi & Satchi (January 8, 2007). Speed: High Performance Petrol. Marketing Practice. Retrieved April 23, 2009 from http://marketingpractice.blogspot.com/2007/01/speed-high-performance-petrol.html
107. ICMR (2003). The Indian Petroleum Industry: Towards Branded Fuels. ICMR Centre for Management Research, MKTG059. Retrieved on April 30, 2009 from http://www.icmrindia.org/casestudies/catalogue/Marketing/MKTG059.htm
108. Mud Valley (unknown). Brand Scorecard. Mud Valley – Brand Marketing Community. Retrieved on April 30, 2009 from http://www.mudvalley.co.uk/collateral/content/116.htmINTERNET – SEARCH Search keywords: Royal Dutch Shell, XtraPremium, XtraMile, Branded Fuels, Indian Oil, BPCL, HPCL, Sales Promotion Campaigns, Speed Petrol, Power Petrol, Branded Fuels in India, Turbojet, Josh Petrol, Shakti Diesel Car in a tank Offer, Aish in Malaysia Offer, Brand Scorecard, Excel for frequency, Indian Oil Advertisements, Speed Advertisements, XtraPremium Advertisements, XtraMile Advertisements, BPCL Advertisements, Pearson Coefficient ON the following websites:-http://www.google.com; http://www.msnsearch.com; http://www.wikipedia.com; http://www.britannica.com; http://www.images.google.com; http://www.youtube.com 39 Aneesh Bhandari; LBSIM Delhi
