INTRODUCTION

The Distribution Channel Chain of intermediaries, each passing the product down the chain to the next organization, before it finally reaches the consumer or end-user. This process is known as the 'distribution chain' or the 'channel.' Distribution (or "Place") is the fourth traditional element of the marketing mix. The other three are Product, Price and Promotion. The Nature of Distribution Channels Most businesses use third parties or intermediaries to bring their products to market. They try to forge a "distribution channel" which can be defined as "All the organizations through which a product must pass between its point of production and consumption" Why does a business give the job of selling its products to intermediaries? After all, using intermediaries means giving up some control over how products are sold and who they are sold to. The answer lies in efficiency of distribution costs. Intermediaries are specialists in selling. They have the contacts, experience and scale of operation which means that greater sales can be achieved than if the producing business tried run a sales operation itself.
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Functions of a Distribution Channel The main function of a distribution channel is to provide a link between production and consumption. Organizations that form any particular distribution channel perform many key functions: Information Promotion Contact Matching Gathering and distributing market research and intelligence important for marketing planning Developing and spreading communications about offers Finding and communicating with prospective buyers Adjusting the offer to fit a buyer's needs, including grading,

assembling and packaging Negotiation Reaching agreement on price and other terms of the offer Physical distribution Transporting and storing goods Financing Acquiring and using funds to cover the costs of the distribution Risk taking channel Assuming some commercial risks by operating the channel (e.g.

holding stock) All of the above functions need to be undertaken in any market. The question is - who performs them and how many levels there need to be in the distribution channel in order to make it cost effective.

Numbers of Distribution Channel Levels

Each layer of marketing intermediaries that performs some work in bringing the product to its final buyer is a "channel level". The figure below shows some examples of channel levels for consumer marketing channels:

In the figure above, Channel 1 is called a "direct-marketing" channel, since it has no intermediary levels. In this case the manufacturer sells directly to customers. An example of a direct marketing channel would be a factory outlet store. Many holiday companies also market direct to consumers, bypassing a traditional retail intermediary - the travel agent. The remaining channels are "indirect-marketing channels". Channel 2 contains one intermediary. In consumer markets, this is typically a retailer. The consumer electrical goods market in the UK is typical of this arrangement whereby
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producers such as Sony, Panasonic, Canon etc. sell their goods directly to large retailers such as Comet, Dixons and Currys which then sell the goods to the final consumers. Channel 3 contains two intermediary levels - a wholesaler and a retailer. A wholesaler typically buys and stores large quantities of several producers goods and then breaks into the bulk deliveries to supply retailers with smaller quantities. For small retailers with limited order quantities, the use of wholesalers makes economic sense. This arrangement tends to work best where the retail channel is fragmented - i.e. not dominated by a small number of large, powerful retailers who have an incentive to cut out the wholesaler. A good example of this channel arrangement in the UK is the distribution of drugs.

Importance of Distribution Channels

As noted, distribution channels often require the assistance of others in order for the marketer to reach its target market. But why exactly does a company need others to help with the distribution of their product? Wouldnt a company that handles its own distribution functions be in a better position to exercise control over product sales and potentially earn higher profits? Also, doesnt the Internet make it much easier to distribute products thus lessening the need for others to be involved in selling a companys product? While on the surface it may seem to make sense for a company to operate its own distribution channel (i.e., handling all aspects of distribution) there are many factors preventing companies from doing so. While companies can do without the assistance of
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certain channel members, for many marketers some level of channel partnership is needed. For example, marketers who are successful without utilizing resellers to sell their product (e.g., Dell Computers sells mostly through the Internet and not in retail stores) may still need assistance with certain parts of the distribution process (e.g., Dell uses parcel post shippers such as FedEx and UPS). In Dells case creating their own transportation system makes little sense given how large such a system would need to be in order to service Dells customer base. Thus, by using shipping companies Dell is taking advantage of the benefits these services offer to Dell and to Dells customers. Channel Arrangements The distribution channel consists of many parties each seeking to meet their own business objectives. Clearly for the channel to work well, relationships between channel members must be strong with each member understanding and trusting others on whom they depend for product distribution to flow smoothly. For instance, a small sporting goods retailer that purchases products from a wholesaler trusts the wholesaler to deliver required items on-time in order to meet customer demand, while the wholesaler counts on the retailer to place regular orders and to make on-time payments. Relationships in a channel are in large part a function of the arrangement that occurs between the members. These arrangements can be divided in two main categories:

Independent Channel Arrangements Dependent Channel Arrangement

Channel Arrangements: Independent Under this arrangement a channel member negotiates deals with others that do not result in binding relationships. In other words, a channel member is free to make whatever arrangements they feel is in their best interest. This so-called "conventional" distribution arrangement often leads to significant conflict as individual members decide what is best for them and not necessarily for the entire channel. On the other hand, an independent channel arrangement is less restrictive than dependent arrangements and makes it easier for a channel members to move away from relationships they feel are not working to their benefit. Channel Arrangements: Dependent Under this arrangement a channel member feels tied to one or more members of the distribution channel. Sometimes referred to as "vertical marketing systems" this approach makes it more difficult for an individual member to make changes to how products are distributed. However, the dependent approach provides much more stability and consistency since members are united in their goals. The dependent channel arrangement can be broken down into three types:

Corporate Under this arrangement a supplier operates its own distribution system in a manner that produces an integrated channel. This occurs most frequently in the retail industry where a supplier operates a chain of retail stores. Starbucks is a company that does this. They import and process coffee and then sell it under their own brand name in their own stores. It should be mentioned that Starbucks also distributes their products in other ways, such as through grocery stores and mail order. As we will see in more detail later, Starbucks is using a multi-channel structure to market their products.

Contractual Under this arrangement a legal document obligates members to agree on how a product is distributed. Often times the agreement specifically spells out which activities each member is permitted to perform or not perform. This type of arrangement can occur in several formats including:
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Wholesaler-sponsored where a wholesaler brings together and manages many independent retailers including having the retailers use the same name

Retailer-sponsored this format also brings together retailers but the retailers are responsible for managing the relationship

Franchised where a central organization controls nearly all activities of other members

Administrative In certain channel arrangements a single member may dominate the decisions that occur within the channel. These situations occur when one channel member has achieved a significant power position. This most likely occurs if a manufacturer has significant power due to brands in strong demand by target markets (e.g., Procter &Gamble) or if a retailer has significant power due to size and market coverage (e.g., Wal-Mart). In most cases the arrangement is understood to occur and is not bound by legal or financial arrangements. (More discussion on channel power can be found below.)

Relstar product profile

Relstar is the new lubricant product of reliance petroleum industry. The company already planned to launch this product most probably in September. The profile containing meaning of lubricant, purpose of this lubricant, Advantages, etc. Relstar Lubricant (sometimes referred to "Lube") is a substance (often a liquid) introduced between two moving surfaces to reduce the friction and wear between them. A lubricant provides a protective film which allows for two touching surfaces to be separated and "smoothed," thus lessening the friction between them. Lubricants chemically interact with all surfaces so that contact only occurs with the smooth and free lubricant. By this process, abrasive particles are dissolved into the lubricant, thus making them also very good solvents and cleaners. Petroleum-based lubricants like Vaseline tend to dissolve petroleum products such as rubber and plastic, while water-based lubricants
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tend to dissolve polar chemicals (like water and dirt); hence the additives. The lubricant must be replaced when it has dissolved to saturation, because the inability to dissolve additional abrasive debris allows abrasive particles to scrape against or become lodged in the working surfaces, thus introducing a margin for physical contact between them. Lubricants which dissolve working surfaces (such as Vaseline with rubber) defeat their purpose by corroding the smooth surfaces by their own dissolving power, thus compromising structural integrity, surface smoothness, and system-wide contamination. It can also help to remove gum from hair. One of the single largest applications for lubricants, in the form of motor oil, is to protect the internal combustion engines in motor vehicles and powered equipment. Typically lubricants contain 90% base oil (most often petroleum fractions, called mineral oils) and less than 10% additives. Vegetable oils or synthetic liquids such as hydrogenated polyolefins, esters, silicone, fluorocarbons and many others are sometimes used as base oils. Additives deliver reduced friction and wear, increased viscosity, improved viscosity index, resistance to corrosion and oxidation, aging or contamination, etc. Lubricants such as 2-cycle oil are also added to some fuels. Sulfur impurities in fuels also provide some lubrication properties, which have to be taken in account when switching to a low-sulfur diesel; biodiesel is a popular diesel fuel additive providing additional lubricity.
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Non-liquid lubricants include grease, powders (dry graphite, PTFE, Molybdenum disulfide, tungsten disulfide, etc.), Teflon tape used in plumbing, air cushion and others. Dry lubricants such as graphite, molybdenum disulfide and tungsten disulfide also offer lubrication at temperatures (up to 350 C) higher than liquid and oilbased lubricants are able to operate. Limited interest has been shown in low friction properties of compacted oxide glaze layers formed at several hundred degrees Celsius in metallic sliding systems, however, practical use is still many years away due to their physically unstable nature. Another approach to reducing friction and wear is to use bearings such as ball bearings, roller bearings or air bearings, which in turn require internal lubrication themselves, or to use sound, in the case of acoustic lubrication. In addition to automotive and industrial applications, lubricants are used for many other purposes, including as a personal lubricant, bio-medical applications (e.g. lubricants for artificial joints) and others. Main Purpose of Relstar lubricant Lubricants perform the following key functions.

Keep moving parts apart Reduce friction Transfer heat

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Carry away contaminants & debris Transmit power Protect against wear Prevent corrosion Stop the risk of smoke and fire of objects

Keep moving parts apart Lubricants are typically used to separate moving parts in a system. This has the benefit of reducing friction and surface fatigue together with reduced heat generation, operating noise and vibrations. Lubricants achieve this by several ways. The most common is by forming a physical barrier i.e. a thin layer of lubricant separates the moving parts. This is termed hydrodynamic lubrication. In cases of high surface pressures or temperatures the fluid film is much thinner and some of the forces are transmitted between the surfaces through the lubricant. This is termed elasto-hydrodynamic lubrication. Reduce friction Typically the lubricant-to-surface friction is much less than surface-to-surface friction in a system without any lubrication. Thus use of a lubricant reduces the overall system friction. Reduced friction has the benefit of reducing heat generation and reduced
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formation of wear particles as well as improved efficiency. Lubricants may contain additives known as friction modifiers that chemically bind to metal surfaces to reduce surface friction even when there is insufficient bulk lubricant present for hydrodynamic lubrication, e.g. protecting the valve train in a car engine at startup. Transfer heat Both gas and liquid lubricants can transfer heat. However, liquid lubricants are much more effective on account of their high specific heat capacity. Typically the liquid lubricant is constantly circulated to a cooler part of the system, although lubricants may be used to warm as well as to cool when a regulated temperature is required. This circulating flow also determines the amount of heat that is carried away in any given unit of time. High flow systems can carry away a lot of heat and have the additional benefit of reducing the thermal stress on the lubricant. Thus lower cost liquid lubricants may be used. The primary drawback is that high flows typically require larger sumps and bigger cooling units. A secondary drawback is that a high flow system that relies on the flow rate to protect the lubricant from thermal stress is susceptible to catastrophic failure during sudden system shut downs. An automotive oil-cooled turbocharger is a typical example. Turbochargers get red hot during operation and the oil that is cooling them only survives as its residence time in the system is very short i.e. high flow rate. If the system is shut down suddenly (pulling into a service area after a high speed drive and stopping the engine) the oil that is in the turbo charger immediately oxidizes and will clog the oil ways with deposits. Over time these deposits can completely block the oil ways, reducing
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the cooling with the result that the turbo charger experiences total failure typically with seized bearings. Non-flowing lubricants such as greases & pastes are not effective at heat transfer although they do contribute by reducing the generation of heat in the first place. Carry away contaminants and debris Lubricant circulation systems have the benefit of carrying away internally generated debris and external contaminants that get introduced into the system to a filter where they can be removed. Lubricants for machines that regularly generate debris or contaminants such as automotive engines typically contain detergent and dispersant additives to assist in debris and contaminant transport to the filter and removal. Over time the filter will get clogged and require cleaning or replacement, hence the recommendation to change a car's oil filter at the same time as changing the oil. In closed systems such as gear boxes the filter may be supplemented by a magnet to attract any iron fines that get created. It is apparent that in a circulatory system the oil will only be as clean as the filter can make it, thus it is unfortunate that there are no industry standards by which consumers can readily assess the filtering ability of various automotive filters. Poor filtration significantly reduces the life of the machine (engine) as well as making the system inefficient.

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Transmit power Pascal's law is at the heart of hydrostatic power transmission. Hydraulic fluids comprise a large portion of all lubricants produced in the world. Protect against wear Lubricants prevent wear by keeping the moving parts apart. Lubricants may also contain anti-wear or extreme pressure additives to boost their performance against wear and fatigue. Prevent corrosion Good quality lubricants are typically formulated with additives that form chemical bonds with surfaces to prevent corrosion and rust. History Romans used rags dipped in animal fat to lubricate wagon wheels; however the science of lubrication (tribology) really only took off with the industrial revolution in the nineteenth century. General composition Lubricants are generally composed of a majority of base oil and a minority of additives to impart desirable characteristics.
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Marketing The global lubricant market is generally competitive with numerous manufacturers and marketers. Overall the western market may be considered mature with a flat to declining overall volumes while there is strong growth in the emerging economies. The lubricant marketers generally--- pursue one or more of the following strategies when pursuing business.

Specification: The lubricant is said to meet a certain specification. In the consumer market,

this is often supported by a logo, symbol or words that inform the consumer that the lubricant marketer has obtained independent verification of conformance to the specification. Examples of these include the APIs donut logo or the NSF tick mark. The most widely perceived is SAE viscosity specification, like SAE 10W-40. Lubricity specifications are institute and manufacturer based. In the U.S. institute: API S for petrol engines, API C for diesel engines. For 2007 the current specs are API SM and API CJ. Higher second letter marks better oil properties, like lower engine wear supported by tests. In EU the ACEA specifications are used. There are classes A, B, C, and E with number following the letter. Japan introduced the JASO specification for motorbike engines. In the industrial market place the specification may take the form of a legal contract to supply a conforming fluid or purchasers may choose to buy on the basis of a manufacturers own published specification.
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Original equipment manufacturer (OEM) approval: Specifications often denote a minimum acceptable performance levels. Thus

many equipment manufacturers add on their own particular requirements or tighten the tolerance on a general specification to meet their particular needs (or doing a different set of tests or using different/own test bed engine). This gives the lubricant marketer an avenue to differentiate their product by designing it to meet an OEM specification. Often, the OEM carries out extensive testing and maintains an active list of approved products. This is a powerful marketing tool in the lubricant marketplace. Text on the back of the motor oil label usually has a list of conformity to some OEM specifications, such as MB, MAN, Volvo, Cummins, VW, BMW or others. Manufactures may have vastly different specifications for the range of engines they make; one may not be completely suitable for some other.

Performance: The lubricant marketer claims benefits for the customer based on the superior

performance of the lubricant. Such marketing is supported by glamorous advertising, sponsorships of typically sporting events and endorsements. Unfortunately broad performance claims are common in the consumer marketplace, which are difficult or impossible for a typical consumer to verify. In the B2B market place the marketer is normally expected to show data that supports the claims, hence reducing the use of broad claims. Increasing performance, reducing wear and fuel consumption is also aim of the
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later API, ACEA and car manufacturer oil specifications, so lubricant marketers can back their claims by doing extensive (and expensive) testing.

Longevity: The marketer claims that their lubricant maintains its performance over a

longer period of time. For example in the consumer market, a typical motor oil change interval is around the 3000-6000 miles (7500-15000 km). The lubricant marketer may offer a lubricant that lasts for 12000 (30000km) miles or more to convince a user to pay a premium. Typically, the consumer would need to check or balance the longer life and any warranties offered by the lubricant manufacturer with the possible loss of equipment manufacturer warranties by not following its schedule. Many car and engine manufacturers support extended drain intervals, but request extended drain interval certified oil used in that case; and sometimes a special oil filter. Example: In older Mercedes-Benz engines and in truck engines one can use engine oil MB 228.1 for basic drain interval. Engine oils conforming to higher specification MB 228.3 may be used twice as long, oil of MB 228.5 specification 3 xs longer. Note that the oil drain interval is valid for new engine with fuel conforming car manufacturer specification. When using lower grade fuel or worn engine the oil change interval has to shorten accordingly. In general oils approved for extended use are of higher specification and reduce wear. In the industrial market place the longevity is generally measured in time units and the lubricant marketer can suffer large financial penalties if their claims are not substantiated.

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Efficiency: The lubricant marketer claims improved equipment efficiency when compared

to rival products or technologies, the claim is usually valid when comparing lubricant of higher specification with previous grade. Typically the efficiency is proved by showing a reduction in energy costs to operate the system. Guaranteeing improved efficiency is the goal of some oil test specifications such as plus for diesel engines. Some car/engine manufacturers also specifically request certain higher efficiency level for lubricants for extended drain intervals.

Operational tolerance: The lubricant is claimed to cope with specific operational environment needs.

Some common environments include dry, wet, cold, hot, fire risk, high load, high or low speed, chemical compatibility, atmospheric compatibility, pressure or vacuum and various combinations. The usual thermal characteristics are outlined with SAE viscosity given for 100C, like SAE 30, SAE 40. For low temperature viscosity the SAE xxW mark is used. Both markings can be combined together to form a SAE 0W-60 for example. Viscosity index (VI) marks viscosity change with temperature, with higher VI numbers being more temperature stable.

Economy:

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The marketer offers a lubricant at a lower cost than rivals either in the same grade or a similar one that will fill the purpose for lesser price. (Stationary installations with short drain intervals.) Alternative may be offering a more expensive lubricant and promise return in lower wear, specific fuel consumption or longer drain intervals. (Expensive machinery, un-affordable downtimes.)

Environment friendly: The lubricant is said to be environmentally friendly. Typically this is supported

by qualifying statements or conformance to generally accepted approvals. Several organizations, typically government sponsored, exist globally to qualify and approve such lubricants by evaluating their potential for environmental harm. Typically, the lubricant manufacturer is allowed to indicate such approval by showing some special mark. Examples include the German Blue Angel, European Daisy Eco label, Global EcoLabel GEN mark, Nordic, White Swan, Japanese Earth friendly mark; USA Green Seal, Canadian Environmental Choice, Chinese Huan, Singapore Green Label and the French NF Environment mark.

Composition: The marketer claims novel composition of the lubricant which improves some

tangible performance over its rivals. Typically the technology is protected via formal patents or other intellectual property protection mechanism to prevent rivals from copying. Lot of claims in this area are simple marketing buzzwords, since most of them
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are related to a manufacturer specific process naming (which achieves similar results than other ones) but the competition is prohibited from using a trademark.

Quality: The marketer claims broad superior quality of its lubricant with no factual

evidence. The quality is proven by references to famous brand, sporting figure, racing team, some professional endorsement or some similar subjective claim. All motor oil labels wear mark similar to "of outstanding quality" or "quality additives", the actual comparative evidence is always lacking. Disposal and environmental issues It is estimated that 40% of all lubricants are released into the environment. Disposal: Recycling, burning, landfill and discharge into water may achieve disposal of used lubricant. There are typically strict regulations in most countries regarding disposal in landfill and discharge into water as even small amount of lubricant can contaminate a large amount of water. Most regulations permit a threshold level of lubricant that may be present in waste streams and companies spend hundreds of millions of dollars annually in treating their waste waters to get to acceptable levels. Burning the lubricant as fuel, typically to generate electricity is also governed by regulations mainly on account of the relatively high level of additives present. Burning generates both airborne pollutants and ash rich in toxic materials, mainly heavy metal compounds. Thus lubricant burning takes place in specialized facilities that have incorporated special scrubbers to remove airborne
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pollutants and have access to landfill sites with permits to handle the toxic ash. Unfortunately, most lubricant that ends up directly in the environment is due to general public discharging it onto the ground, into drains and directly into landfills as trash. Other direct contamination sources include runoff from roadways, accidental spillages, natural or man-made disasters and pipeline leakages. Improvement in filtration technologies and processes has now made recycling a viable option (with rising price of base stock and crude oil) Typically various filtration systems remove particulates, additives and oxidation products and recover the base oil. The oil may get refined during the process. This base oil is then treated much the same as virgin base oil however there is considerable reluctance to use recycled oils as they are generally considered inferior. Base stock fractionally vacuum distilled from used lubricants has superior properties to all natural oils, but cost effectiveness depends on many factors. Used lubricant may also be used as refinery feedstock to become part of crude oil. Again there is considerable reluctance to this use as the additives, soot and wear metals will seriously poison/deactivate the critical catalysts in the process. Cost prohibits carrying out both filtration (soot, additives removal) and re-refining (distilling, isomerisation, hydrocrack, etc.) however the primary hindrance to recycling still remains the collection of fluids as refineries need continuous supply in amounts measured in cisterns, rail tanks. Occasionally, unused lubricant requires disposal. The best course of action in such situations is to return it to the manufacturer where it can be processed as a part of fresh batches. Environment: Lubricants both fresh and used can cause considerable damage to the environment mainly due to their high potential of serious water pollution. Further the
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additives typically contained in lubricant can be toxic to flora and fauna. In used fluids the oxidation products can be toxic as well. Lubricant persistence in the environment largely depends upon the base fluid, however if very toxic additives are used they may negatively affect the persistence. Lanolin lubricants are non-toxic making them the environmental alternative which is safe for both users and the environment. Competitors There are many competitors are there to lubricants in the market. And also competition becomes very much between them. Each is having their own strategies and promotional activities for existence of their product in the competitive market place. And also all are advertise their product effectively by advertisement media in their also they will use different strategies. The competitors are listed as below. Castrol Servo Mak Gulf Elf Volvo line Among above competitors Castrol and servo are the major players and these players are already set up in the customer mind. Now they are acquired most of the lubricant market.

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OBJECTIVES OF THE STUDY

1. To find the effectiveness of the distributors in promoting RELSTAR. 2. To find out the market image of RELSTAR in comparison to its competitors in COIMBATORE district. 3. To know the potential market for RELSTAR in whole Coimbatore district. 4. To know the awareness about RELSTAR in Coimbatore district. 5. To know the customer preference while purchasing the lubricants.

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RESEARCH METHODOLOGY

RESEARCH DESIGN The type of research used in this study is descriptive research.

METHOD OF SURVEY The method of survey used in this study is sampling survey.

TYPES OF SAMPLING In this study has probability sampling.

SAMPLE SIZE Sample size is 120 respondents.

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TOOL USED FOR DATA COLLECTION Interview Schedule is used in this study. METHOD OF DATA COLLECTION PRIMARY DATA Primary data was collected through Interview Schedule method. SECONDARY DATA Secondary data was collected through Management books and Web sites.

AREA OF THE STUDY The study concern with the area of Coimbatore and Tirupur.

TOOLS OF ANALYSIS In this study has used Percentage analysis method, weighted average method.

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SCOPE AND LIMITATION

Scope of the study

The study will help the company to know the awareness of Relstar in coimbatore district. The study will help to know the potential market for Relstar in coimbatore district. The company can find out where their competitors and they stand.

Limitation 1. Retailers information may be bias towards other company. 2. Some retailers were not co-operative to share the information.

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ANALYSING AND INTREPRETATION Table 1 AGE WISE CLASSIFICATION OF RESPONDENTS S. No. 1. 2. 3. 4. 25 35 yrs 36 45 yrs 46 yrs and above Total INTERPRETATION: It is clear from the above table that out of 120 respondents 27.5 % of the respondents fall under the age group 25 35 years, 21.66 % of the respondents are below 25 years, 38.33 % fall under the age group 36-45 years and 12.5 % of the respondents are 46 and above years of age. Figure 1 AGE WISE CLASSIFICATION OF RESPONDENTS
90 80 70 60 50 40 30 20 10 0

Age Below 25 yrs

Respondents 26 33 46 15 120

Percentage 21.66 27.5 38.33 12.5 100

G A T N C R E P
Below 25yrs

25-35yrs AGE

36-45yrs

46yrs and above

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Table 2 CLASSIFICATION OF THE RESPONDENTS ON THE BASIS OF EDUCATIONAL QUALIFICATION S. No. 1. 2. 3. 4. Total INTERPRETATION: It is clear from the above table that out of 120 respondents 11.6% of them are Diploma holders, 15.8% of the respondents are Graduates and 32.5 % are below +2, 40 % are +2. Figure 2 CLASSIFICATION OF THE RESPONDENTS ON THE BASIS OF EDUCATIONAL QUALIFICATION
90 80 70 60 50 40 30 20 10 0 EDUCATIONAL QUALIFICATION 11.6 15.8 32.5 40

Educational Qualification Diploma Below +2 +2 Graduate

Respondents 14 39 48 19 120

Percentage 11.6 32.5 40 15.8 100

G A T N C R E P

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Table 3 CLASSIFICATION OF RESPONDENTS ON THE BASIS OF MONTHLY SALARY S. No. 1. 2. 3. 4. 5. Monthly Salary Less than Rs.5,000 Rs.5,001 Rs.10,000 Rs.10,001 Rs.15,000 Rs.15,001 Rs.20,000 Above 20,000 Respondents 11 51 38 19 1 120 Percentage 9 42.5 31.7 15.83 1 100

Total INTERPRETATION:

It is clear from the above table that out of 120 respondents, 9 % of them receive less than Rs.5,000 monthly salary, 42.5 % of them are with Rs.5,001 Rs.10,000, 31.7 % of them are with Rs.10,001 Rs.15,000 , 15.8 % of them are with Rs. 15,001 20000 and 1% 0f receive above 20,000 as monthly salary. Figure 3 CLASSIFICATION OF RESPONDENTS ON THE BASIS OF MONTHLY SALARY
90 80 70 60 50 40 30 20 10 0

42.5 31.7 9 15.8 1

Less than Rs.5000 5001-10000 10001-15000 15001-20000 20000<

G A T N C R E P

MONTHLY SALARY

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Table 4 RETAILER OF RELSTAR S. No. 1. 2. Yes No Total INTERPRETATION: It is clear from the above table that out of 120 respondents, 100% of them are retailer of RELSTAR. Figure 4 RETAILER OF RELSTAR 120 0 120 100 0 100 Response Respondents Percentage

100

100 90 80 70 60 50 40 30 20 10 0 Yes RESPONSE

G A T N C R E P

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Table 5 PROBLEM IN SELLING RELSTAR S. No. 1. 2. 3. 4. No awareness Low margin rate If others No problem 0 Total INTERPRETATION: It is clear from the above table that 95.8 % among 120 respondents are said no awareness, 4.2% are said low margin rate. Figure 5 PROBLEM IN SELLING RELSTAR
100 90 80 70 60 50 40 30 20 10 0 95.8

Response

Respondents 115 5 0

Percentage 95.8 4.2 0 0

120

100

G A T N C R E P

4.2 0
no awareness low margin rate if others

0
no problem

RESPONSE

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Table: 6 DEALERS FIRST CHOICE S.No 1 2 3 4 5 6 7 8 INTERPRETATION: 1. 4.2% of the respondents first choice are servo. 2. 1.7% of the respondents first choice are castrol. 3. 1% of the respondents first choice are Mak. 4. 37.5% of the respondents first choice are Valvoline. 5. 6.8% of the respondents first choice are Elf. 6. 12.5% of the respondents first choice are Gulf. 7. 15.8% of the respondents first choice are Relstar. 8. 26.7% of the respondents first choice are other lubricants. Particulars Servo Castrol Mak Valvoline Elf Gulf Relstar Others No of respondents 5 2 1 45 1 15 19 32 percentage 4.2 1.7 1 37.5 6.8 12.5 15.8 26.7

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Table: 7 DEALERS GET THE INFORMATION ABOUT RELSTAR S.No 1 2 3 4 Particulars Distributor Word of mouth Company personal Print media No of respondents 120 percentage 100 -

INTERPRETATION: 1. 100% of the respondents are get the information only from distributor. FIGURE: 7 DEALERS GET THE INFORMATION ABOUT RELSTAR
100 90 80 70 60 50 40 30 20 10 0 100

G A T N C R E P

0
distributor word of mouth

0
company personal

0
print media

RESPONSE

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Table: 8 RELSTAR DISTRIBUTOR RESPONSE TO THE DEALERS Particulars Very good Good Fair Poor Very poor Total W 5 4 3 2 1 Respondents(x) 105 15 120 wx 525 60 585

Weighted average: = wx/w =585/120 =4.875 Inference From the table, RELSTAR distributor responding to the dealers is very good.

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Table 9 CUSTOMERS PREFER AT THE TIME OF PURCHASE S. No. 1. 2. 3. Quality Price Brand 36 51 33 120 30 42.5 27.5 100 Response Respondents Percentage

Total INTERPRETATION:

It is clear from the above table that 30 % of 120 respondents said quality, 42.5 % of respondents said price and 27.5 % of respondents said brand is first preference at the time of purchase of customers. .Figure 9 CUSTOMERS PREFER AT THE TIME OF PURCHASE

50 40 30 20 10
G A T N C R E P
36

46

20

16

18

0
very muchSomewhat satisfied Somewhat satisfied Very dissatisfied much dissatisfied

OPINION

Table: 10 CUSTOMER OPENION ABOUT THE RELSTAR Particulars Very good Good Fair Poor Very poor Total W 5 4 3 2 1 Respondents(x) 73 47 120 Wx 365 188 553

Weighted average: = wx/w =553/120 =4.6 INTREPRETATION: From the table, Dealers opinion about the RELSTAR lubricants is very good.

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Table: 11 RELSTAR DISTRIBUTOR RESPONSE TO THE DEALERS Particulars Very good Good Fair Poor Very poor Total W 5 4 3 2 1 Respondents(x) 69 51 120 Wx 345 204 549

Weighted average: = wx/x =549/120 =4.6 INTREPRETATION: From the table, RELSTAR distributor responding to the dealers is very good.

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Table: 12 PROUD OF BEING A RETAILER OF RELSTAR S.No 1 2 Particulars Yes No No of respondents 120 Percentage 100 -

INTREPRETATION: 1. 100% of the respondents are proud of retailer of RESTAR.

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TABLE 13 RATING OF LUBRICANTS IN TERMS OF QUALITY Table Servo Castrol Mak Valvoline Elf Gulf Relstar Others 1 31 62 25 1 1 2 60 43 13 4 3 1 30 45 26 16 2 4 1 1 1 7 15 30 63 2 5 14 23 52 29 2 FIGURE 13 RATING OF LUBRICANTS IN TERMS OF QUALITY
120 100 80 60 40 20 0 1 2 3 4 5 6 7 8 Servo Castrol Mak Valvoline Elf Gulf Relstar Others

6 1 7 4 58 31 11 8 -

7 26 7 75 6 1 4 1

8 1 1 4 1 113

INTREPRETATION:
Above figure shows that many respondents say that castrol lubricants quality is first.

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TABLE 14 LUBRICANTS PREFERED BY THE CUSTOMER Servo Castrol Mak ureValvo line Elf Gulf Relstar Others 1 25 68 22 13 2 0 0 0 2 77 32 9 2 0 0 0 0 3 1 2 15 42 37 13 4 0 4 2 0 5 11 23 49 30 0 5 1 1 6 34 29 38 11 0 6 14 8 49 21 19 8 1 0 7 0 3 14 7 9 11 73 3 8 8 0 1 0 0 1 1 117

FIGURE 14 LUBRICANTS PREFERED BY THE CUSTOMER

140 120 100 80 60 40 20 0 1 2 3 4 5 6 7 8 Servo Castrol Mak Valvoline Elf Gulf Relstar Others

INTREPRETATION:
Above figure shows that castrol lubricants is preferred by most customers.

FINDINGS
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 Out of 120 respondents, 100% of them are retailer of RELSTAR. Maximum number of respondents said problem in selling relstar is no awareness in people. 4.2% of the respondents first choices are servo, when customer asks for a new brand. 1.7% of the respondents first choices are Castrol, when customers ask for a new brand. 1% of the respondents first choices are Mak, when customers ask for a new brand. 37.5% of the respondents first choices are Valvoline, when customers ask for a new brand. 6.8% of the respondents first choices are Elf, when customer ask for a new brand.. 12.5% of the respondents first choices are Gulf, when customers ask for a new brand. 15.8% of the respondents first choices are Relstar, when customers ask for a new brand. 26.7% of the respondents first choices are other lubricants, when customers ask for a new brand.

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 Customer asks for a new brand, Maximum number of respondents offer first valvoline. 100% of the respondents are get the information only from distributor. RELSTAR distributor responding to the dealers is very good. Most of the customers are price sensitive so that 42.5% of customers are concentrating more on price while purchasing the lubricant products. Most of the customers will purchase low priced lubricants with quality & they expect good quality lubricant within low price.

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CONCLUSION

From the survey analysis it was found that in Coimbatore district lubricant oil market is more so that in this regions oil sales is more because of most of the area is covered by industries in Coimbatore district. Servo is the major player in Coimbatore district most of the customers are using this brand followed by Castrol and it set up in the customer mind from few previous years. Major customers are heavy commercial vehicles like truck, tractor, JCB, Hitachi, etc. These vehicles are consumes more lubricant oil than the other vehicles. Mechanic influence more than the shoppers to the customers purchases of lubricant oil. His influence plays very much important role in market place. Most of the customers are ask mechanic about purchase of particular brand while purchasing the lubricant oil. He told that which brand will be purchased by customers. Most of the customers are price sensitive so that they concentrating more on price while purchasing the lubricant products. So that customers will purchase low priced lubricants with quality & they expect good quality lubricant within low price.

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Shoppers are considered more on customers satisfaction while selling the lubricant products. They not so much consider on margin, they more concentrate on customer satisfaction. Awareness about newly coming up of reliance lubricant product is very much less in Coimbatore district only few respondents are aware of this product. Most of the respondents are ready to sell the newly entering lubricant product of reliance petro marketing Ltd after seeing the market condition of that product. And also few respondents are wants coupons, discounts credit facility, and they told as if these facilities are available to newly entering lubricant then only we are ready to sale the product otherwise not.

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SUGGESTION
1. Awareness about Relstar lubricant product is very much less in Coimbatore district. So better to concentrate more on advertisement of this new lubricant. 2. Mechanic influence more on customers purchase so that company should attracts them by giving some gifts, coupons, and other different facilities.
3.

Distributors should properly provide the promotional material to the retailers on time.

4. Distributors should provide discount and add-ons to the retailers on the bulk purchase so that retailers can be motivated to sell. 5. Enhance the relationship between Retailers & Distributor in area to gain the retailers confidence. 6. Distributor to give advertisement in local TV channels and print media. 7. Distributors to promote the road show.

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BIBLIOGRAPHY Books: Kotari,C.R Research Methodology, New Delhi Vikas Publishing House Pvt Ltd. S.C.Gupta, Research Methodology, Himalaya Publishing House Pvt Ltd .

Website:www.ril.com

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INTERVIEW SCHEDULE Sir! I am a student of M.B.A. and I am doing Analysis of Distribution Channel of RELSTAR products in GALAXY PETROPRODUCTS Company in Coimbatore. Please spend 15 minutes with me and I shall be very grateful. Essentially these are just a few Questions I need to ask you. 1. Name 2. Address 3. Age : : : : below 25yrs, 25-35yrs, 36- 45yrs, 4. Educational Qualification : Diploma, +2, 5. Monthly Income : 46 and above below +2, Graduate

below 5000, 5000-10000,

10001- 15000, 15001-20000, abov20000 6. Are you retailer of RELSTAR Lubricants? : yes no

7. Problems in selling RELSTAR Lubricants. No awareness low margin rate if others no problem. 8. If customer asks for a new lubricant which lubricant would you offer first? SERVO CASTROL MAK VALVOLINE ELF GULF RELSTAR OTHERS. 9. How do you get the information about the schemes launched by RELSTAR Lubricants? Distributor Word of mouth Company personal Print media

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10. How would you rate the distributor of RELSTAR Lubricants responding your problems? Very good Good Fair Poor Brand Very Poor. 11. What do customers prefer at the time of purchases? Quality Price

12. Rate the lubricants in terms of QUALITY. SERVO CASTROL MAK VALVOLINE ELF GULF RELSTAR OTHERS 13. Rate CUSTOMER ASK AT A PARTICULAR BRAND SERVO CASTROL MAK VALVOLINE ELF GULF RELSTAR OTHERS 14. Customer opinion about the RELSTAR Lubricants. Very good Good Fair Poor Very Poor.

15. Your opinion about the RELSTAR Lubricants. Very good Good Fair Poor Very Poor.

16. Are you proud of being a retailer of RELSTAR lubricants? yes no

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