cc + Seach Siri Sere + Home 1 Explore Presentation Courses PowerPoint Courses by Linkedin Leaning Connee To mors oppority! We've comected your snket more msn.com account with Linked Lsarn more or chose difrent SlideShare atsoun, Successfully reported his sideshow.Marketing strategy for lubricants among Fleet owner segment i] INTRODUCTIO: 1a this period of plobaizaton fats ie economic ees, dereces in sandals of ving, imbues in income stitute. envionment defadaion politcal unset amd peso of ote secon am ecole probs en to intense «he chatlengs and treats fed hy companies an nations. While hese factors ean be teats busines, marketers ty cotauesly t ever them into opportunites Thus ret play giant role in succesfully ening usies, ali, sealing he sews paper, buying grocery ems they ae all dependst oa ‘mating. Matktingfocues on sting uns and voi needs and wants, and eps campuses wanstonm pivale and socal beds tte proliabiy busses opportunities chioeed by undesanding customer rouizements and detiveting superior gualiy new isles sad conan ence thir service levels w il wp stistion ‘Asking program stars with Me gesertio fora product and cts only when ‘STRATEGIC MARKETING PLANNING: iteren depament of ap orgnization to esleively formulae Faure segs aad Snplerent them wih masinum efcieny. Strategy formulation helps the decison sakes ofthe oreiation 1 rotvly respond ene fhe ack ad thi say ed of copies,ining i tang re monn | CORPORATE AND DIVISIONAL STRATEGIC PLANNING: Seatesic planing involves taming corporate and divisional statis. Howeves. io 10 atte company has wo idea postion ke mate Today ts fice vba competion, To susan Hf in obama company has 4 at 40 Iteration stata. The srtege planning process my ster, 1f tee i an incre restunce to change wii the organiaion, To det with wh Igoe Anaolf uggetd “managed-esiance or ascokion pprch” in which fmt ‘MARKETING PROCESS: flceney wtliae these oppomunits,evoing sulale marketing sneer and pervisng the implementation of thet aikting efforts. Teaionaly, marketing as bern done on the basis of production concep, whee 4 predut is mate and sted ite the mut wihoet considering te coasumerpeeepon and atuades, [But ver the yours, he marking process hus tamed into an ined approach, whi i now Largely Deine cmphyed by most reunions cro the hoe. The frm mus threo concent o "EPS IN PLANNING PROCESS ‘The steps in the -masting planning process ar. analyzing the marketing ANALYZING THE MARKETING OPPURTUNITIES: Every company hos to analyze is musketing opportunities based on is are of sleiicance, poston and sales the market, For example, ts ty heeMarketing strategy for lubricants among Fleet owner segment is] ‘make pte Jor ico mobil phages. Whew a sal chip canbe paced inside ‘etme the mast pote for the prot, and he segments oe trsed an 0 earch fr appropriate chanels and datiburs. The company bes fst om actos sh th ete a Dnt ‘he castomers would expect and the aeisine amd promotion seeps th have ta he adopted, With ach dtd predect may be developed wine advanced technology, ach as WAP aod Buco, DEVELOPING MARKETING STRATEGIES: be developed, even while the prot eats te deren stages of is ile ese Seucsles developed st Usse stages should be 50 efleeune thar compettive sang develped at these stages sald be 50 ellsive that & compete vane abn stained. PLANNING MARKETIN ROGRAMS: ike Fetes sin, quality, pachns. the ping foto ate discounts, reat tit te. The place inhaes factor ach dations, cin, mkt coverage and finally the pronoina ctr inclnde vet lers, publi ations et ‘The budget allocation for diereat program has wo be planned bythe manager The budget for difereat marketing programs Is often alleaed depending ypon the tinted sale of he productMarketing strategy for lubricants among Fleet owner segment is] ‘MANAGING THE MARKETING EFFORT: Managing the narkting fot is crucial sk, Aer the sey formltion ad he sequent development of the esting plas, ncesiy steps have fo be tke to ool the stsites tot hem on ac, The budget allocated hs 0 be propery lzd. If ey deviations occur at any sage of marketing process, the manager should ficiently contol thet The management of the matheting effet 6 the retpomiiliy of the cote srgaintion, at any fal at any stge of product evelopment noes, will atthe scale bly. Therefore dae ear has to he taken hile eleing the a ters stocking them processing them ands c MARKETING PLAN: makeing als and plans to achieve hese ous Wivoles locating hoger iterent mashes ates and evaluating the wrget market semen Mashetag lazing may Be ifr in sell erzanizaons while maybe fra proces ia large organizations. Experts ave ieatficd, developed and implementaicn of ‘makeing plans, They are contusion betwen tctik and rate, marketing futon and the makeing concep, enanizationat sbsutes, lack of « proper evaluaon ret, cenfason between opeions and supa, abtnce of adele Know idee, neck tps overcome thos aris oaks ining a nemo, SWOT ANALYSIS: The ove ctalation oF company’s strengths, weakness opportnis, nd teats ‘called ws SWOT analyst. H's a way of monitoring the external and Sc sheting envioMarketing strategy for lubricants among Fleet owner segment STRENGTH’S: Si |STRENGTH'S No OF /HPCL thas Targest base oil refinery in India (produce 360 varieties) (02 | Fortune 500 company, with Navaraina status ‘OF | Paget oll company in nda, (OF | Low cost of product. (05 | Goost react in urban 2 rural areas (06 | Lal ghoda (HP Tube) has highest sales ‘7 Sirens vo decid domeste base oi proces, companive Eg WEAKM SL | WEAKNESS'S No ‘1 Lack of promotions. ‘CRED Expendit 7s comparatively Tew OF Weak logins [OF Depend on competion: Tor Gradeti ii, hase ois 0S Old efinetes.Marketing strategy for lubricants among Fleet owner segment is] OPPORTUNITIES: SL OPPORTUNITIES No ‘OT | Aviation lubes market Tie up with MING. (02 | Tie up with private cil companies (08 | Growing economy (OF | Entry to global markets | 03 | Opportniies in Export marke 16 | Grease te up with Bearing mamufactarer ‘Export market ‘THREATS: S| THREATS No ‘OT Tnoreased drain period (02 Mineral base lube volume loss to synthesis base lubes, [08 ncreasingeostofemdeom. ——SSSSS~S~S~S~S~S ‘OE Technology edge of competitors 05 | Altemate energy resoures,Marketing strategy for lubricants among Fleet owner segment is] LUBRICANTS, ‘What are Lubricants? Labriante ate an evertit pst of modern machinery. Everything from ommpuer ard disk ves 10 the Altus A380 reuies aban fits moving pars Aubricamt ology tbe, hough his may se rele apna aban) & ‘sauce (only Tied) nde hence ew moving raced to rede the for wo touching surfaces to be spared, us lessening the feionHeten thes, solids betucen closely King pars. Liga abun ae ost commonly wed bt for some special sutions ke extenes of terperre ot where renewal f gid abet iia, soi ic ike graphite rye ae wed ‘det un encelem wore of es becase fining ca produce wide enge of hurlers, Visonity (7) is the most important characteristic while deciding on sa mente of thickness o iy te lo. the Vissi Inde *Vise hy we of elativey lage acme wie it apse io Folate ot which say fall within the ange of more than one SAE (Socety of Automotive Engineers) fae. Since all VI improves inceaevincoty, ate il of Yow iso i sed, Lobes cam thefore be sated onde ais of te carci at sage gate ct ‘muhipe. grades, Multi grade lubes are superior eoaise of beter phys lens and vay ofMarketing strategy for lubricants among Fleet owner segment is] Typically bic conan 90% base il (mst oes petotcun fractions, caled hydrogenated polyalein's; esters, sllcons, urwerbons and many thers re owetimes ud a bse ol, Adve dlver reduced fon and west, ireted ‘scsi, improved viscosity inde, resistance wo cme an onion, ang beings ose earings orto we sou a ths ese acs baton ‘Lbecat such at Deel i arabs added wo some feels. Sullr pure in fae also provide some lbscation popes, which have 19 he taken i acount when svtciag ta low-slfor dese: bodese is a popula isl fel adive providing dona acy, {pes of Lubricant + Liqui incoding emulsions + sua suspensions + Grease Liquid tubeicants: Liguidtavicans may be ehraterzed in many diferent ways. One of the most cannon way is bythe typeof bas i sed. Following ae the mos common ps + Miser os “+ Vogue aaa it) + Syataticas ‘+ Soli abanMarketing strategy for lubricants among Fleet owner segment is] + Geapnte 1+ Molybicnum disp + Teflon Fh Gearbo ids © Hyd ids +Other moors 2k engine it = Compress Str be Incas [Lube Market in fn "The ene ues net in Inia cn be lashed iat wo Rey segments automotiveMarketing strategy for lubricants among Fleet owner segment is] ‘ices aeledag Wks. The cueat ade market is estimated at RsSSba in Value ‘sated capac 1. mm per anu, eating 1 ove There afe two Key markets for bes In Tada, amy the og eawpment (OF) tol pumps was erste to the our mar eiLmaskating competi, te 1OCL, inert, he major policy nites taken were ston of bas ol = Before 199, hase i nd he Heys materia + Pricing - Under APH, the lube ise oil pricing wae repulsed, This was ergo in a phased eoamer ant now base oll pricing i market 1 Quine econ - Rat oil sock wax alone to the wes on quote 05% ect evel of 254,Marketing strategy for lubricants among Fleet owner segment is] [MP Lubes isan integral pat of Mindstn Petroleum Coroition Lied one of India Gonine il mar, commie a proving energy and fling rout in cmp cuitonment postion and preserving he cultural ie of din HP Latvicants re bore out ofan niente and uncleing RA efor. which sins a prods gs Sued wih ighly qui scents and employing te lates slate the-art tectnologcs, the PDC cntues shat HP Lubes invadably nec demanding ‘neratioalsandans, Comte to the concem ofthe Lae instr alr, the ‘PDC consaay shares ful data wih oe ndastry members and fesclbis ttovgh presentations, pubis (toa nl iteration jor, eminas and ‘Tee HP Engine Cis produc sage sever over 300 brands af ubacaats, gees and esis catering tothe automotive at wll os dustin eto. With consumers recvgrizing the kporuce of high quality Ibvcat in ensting pilanged and woublesee operations. te dean fe HP engine ls, goa ls tansmsio os resis and ole specials have gone wp appreciably over the year eapeise. They are engineers to met the rigors of mem aomaies an the jcurome senice condoms of bihly sophie india machines HPCL hss sie brads whi hye become Bighly sees inthe mathe A lage aur of ae indus rads hae lo bees nto to net pie requirements of ndutilMarketing strategy for lubricants among Fleet owner segment is] [MPC has abo itoduced a large suber of Exclusive Labe Distributors who se ‘HPC has recety launched CAS LHPCL market now extends wo counties Ike Nop, Sl Lanka, Bangladesh, SabMarketing strategy for lubricants among Fleet owner segment is] COMPANY PROFILE INTRODUCTIO: ng he ede ise i fining ond makeing pony i nad ko a fortune SO” compuny wit 4 tumor of RAGIOAS illon (USS 14.709 Mion. The Copan has akeay ben sti by the Goverment fli x ‘company which ha the polit wo become gical slant Te company empns show 1.088 pple and has a mark aie of US $2.7 bon ws of 2005. Kass it competion fom Barat Plum and Tadin Oi Comporiton, Ki & mee Public Sector Undenaking (PSU) wit Navara sts HHPCL accounts fr 209% ofthe et sate aod 102346 ofthe asin’ ing apcity with wo coal refneses, one at Mumbai (West Cots) having cat of 455 (ion Mee Toomes Fer Annun) MMITPA and he ott Visakhapatnam (East Coa) wih a capsy of 7.5 MMTPA, HECL ao Rlds an egy sake of 16.955 in Mangalore Refer & Petrochemicals Limi (MPL), sae-ofshe-at ‘ting panther rs ot refinery nthe tte f Pana clled Gus Gobind Singh ‘5.500 Mette Tons This finery account laraver 0 of te county's tl Labe ‘Muni and 1 each at Budge, Ring, Cheat & Silas) anda Lbe ol pipeline $00 grates of ues, pelts nd erases.Marketing strategy for lubricants among Fleet owner segment is] ORIGIN: 1982: The Company was iacrpsed i the ans of Standard Vacuum Refining [Company of dia Limited on July 5, 1982 Company of dia Limited. 1974: Hindustan Peuccum Coporation Limited comes inlo being ater the takeover and merger of crite Es Standard nl Lube India Limited 1976: Caltex OM Refining Ind) Li - COREL is hes ever bythe Government of nda wih an cen 1976, subsequently ried bya Set in 1979 on merged with HPCE in 1978, 1979: Kesam Gas Company. be concessions of MPCL in the domestic LPG uke tae over and merged wih HPCL. Products &Services Offere Refinery: Mombai (WestCoast and Vishaptnam (East Cost) wit eaocies of 68 MOMTPA aad 7S MANTRA respectively complying with the intesaaon ui standard and operated there capacity uiizaton above 108. 4 Mumbel Refinery Is he argest Lae ase refinery in nda whieh amount 10 496 ofthe national capacity of Lake Oi production, ‘as ke unleaded pol ad ow sulphur dese.Martin rag fr rants amin let oer seme eines Performance Last as ‘Taoughput ia MMETPA ‘Hindustan Aviation: Hindustan Petroleum (as Eso and Cae prior 16 1978) has been providing Aiton refueling (Avion Turbine Fuel ~ ATF) serves twaious ipa in India foemure than a ceury trough 3 Aviation Sees Fes. Ball fuelingMarketing strategy for lubricants among Fleet owner segment is] INTERNATIONAL TRADE Crude Oi Imports: The crude ol equrement of to stn set py by Indios ede nd balance rowgh pom, _brades, with lam fo Member beg Lab betog The er i import fr HPCL's refine i appon. 220 thousand base pet sy (11.0 milion tons per ana Petroleum Product Imports: 'HPCL impos prot for mecting domestic market requirement “The produc being imported by PCL ar LPG. Kersene, Gas Oi Gaon. a Low Sapir Ful Os Imports re finalizes by tendering. Details repading cago size, product qty charge por eae covered inthe specific tenders. Petroleum Products Exports: HFCL expons prods tnd inode scams fom isin “Tae pac ting expo by HPCL ae: Pel Oi, High Salter Gus Oi The expos a ized by tendering Only pres eiseed with HPCL cn rcpt in thet tenerMarketing strategy for lubricants among Fleet owner segment is] ERG: Hp gis, the HPC. brand of LG which std ot 43 LPG Ronting plants thrghout the county + HPCs como to 8: 4576199 apis, WORLD LUBE MARKE! India - fifth largest in world ‘meiean regions due 60 ongning ipl indusalcation and ing cat ‘owoeshiprates, ‘+ Ascot dts of 2008 Unied Suits of America leads the Wold Lae Maske wih sound 25 of te wt mathe hae lads he it postion ter RussaMarketing strategy for lubricants among Fleet owner segment is] + Demund of lubricants is illustrated as shown below WORLD — 38000 TMT, ASIA — 9500 TMT, INDIA — 1250 TMT ‘Leading Lube Market ‘Market size is 500 TMITPA and the spliting among the companies is shown in raph below li.._Iocawyining i tang re monn | ‘Market Future Drives: > Base ol vexuseea shit from group 10 group 213 > nds te fee or stove indus. Stes carmarket -Pasenge veil semen recoded 35 growth ‘he ove Indi somo nduiy feed increase of 30% in May 2010 @ 1.208851 units as compared 0 929.917 unis in > India moving to BS 2/ BS 4 cal for lng dan and fuel economy based ne, Gea & Hy PCL RETAIL: > ALHIPCL stil cates Believe in aitenance, tus vebile tal having ‘nea relationship wih he commer and provi eter fem vale ke sere > oop stock rela prose tires, ater and acess, HPCL CARDS DEBIT CARI ‘uel ures ie, ive of 2:5 rans,ining i tang re monn | HP DRIVE TRACI Drive tak et card i prepa (st) card with pute cum laplyappiton for ‘et operation may highly sezmen. (CERDIT CARD: > HPCL, Ais Bunk and Shum Transport Finance Company (STFC) have > By using this ead incu the 25 ye ea stcharge tracted on normal re EMI! ‘sn is ada’ fst mlt-parser rewards rogram on oi sat ving pataes Ike HPCL. Ais ada ICICI Bank (rod caret ear, Makeaytrpcom, past fashion, Gana bookmyshow. com, fers peta nd many more cuun ut > ina heh quali penonalized~ Vehicle and conser Car” fac setling is one ugh eet et ules, ‘Club ALP concep ins wo provide the asuance of “yuck Gls” “EspaMarketing strategy for lubricants among Fleet owner segment is] JOINT VENTURE: > Crate Refining and Marketing of ished poem prot is of te corporation sed oppress lo being explored to aceses new revenue steams and agent downstream business > ccorditgly, HPCI. has venue Ja upsitam actives (Bxplonion ant olution) a piped es dubai in majoritic, > Sime of the joint venues are with companies Ike HPCL-Ml Exergy Led AINEL, Hindus Colas VHINCOL), Pie Perle compny limited sath Asia LG co Pot Lid SALPG), Bhasyanasar Gas Limited (BG) ‘Awvanitke Gas Limited, Pato net is Limited (PL), Pato vet MB Lined (PMUBL)Mangeie Refineries and petihemicaly Limited (MRPL), CREDAPCL Botucl Limited (CHBL), Sisk Hospital end he cone ae ‘HPLUBES: HP Lutes san cpl part of Hindustan pevicum corporation iid ‘one of the India's online ol majors, commited proving energy and uoing roth in every sigan area of development. 2 Vasious yds of HP Lutes Laing Oi sd Greases have bees lisse ‘ow bab om teed we.sutcngany vin mg ena sgmen [| > HP Labvcats te bom out of an intense and uncenting RAD efor, which > The range of MP Lutes comprehensive an eatring 1 the tas! seed ‘hom ow zenraton crs plough actos a indus machines incosomiation af prot‘Marketing strategy for lubricants among Fleet owner segment ‘ekeovon @ Soa Shoot of Bane =ining i tang re monn | COMPANY'S IDEOLOGY, MISSION: in the byrocatboos ctor of exploration and pectin, efiing and > wit ao amin scale dimensions by ciespng into ater eaersy eae isan by alias up wanstaonl operons. COMPAN’ VISION: > Toes world ls energy company known fr ccing a dlighing ‘he casomer with quay produ nd fanovaie series ars > The company will be 4 model of excellence in mesg act commune evince, elt an ey nem ad in enpogee elle and ean, > HPCL’s infastucare te at par with shat of the best globl cenporaton i th hydrocarbons sector > Roe ever a quer cenmy ow. HPCL as been consistently % atime of te ast maaing werk ey developed is sven alow inthe able,Marketing strategy for lubricants among Fleet owner segment is] Marketing network: 208 | 2007- |2006- ]2008- | 2008- o 08 07 jas os Regional office oT Re YRS RS ‘TerminaV/installationsTops 42-2 37([3636 Deposits To 93 Jos fox 100 LPG Bottling Plants a |e [2 |a |x ASPs aie sis fia Retail Outer BW BHT [TITS wer SKOILDO Dealers T6i® T6aR | Tode [TON | TAR LPG Distributors m0 mm [mse |2002 )2153 LPG Customersiin cores) 2698 252/230 [238/27 The srengtening of he makeing network over he years as et dominance a ‘he mathe feted in its owt and ening to est uit of seve sevice and esto eltions, PCL. presaly owns ani operates two cool refineries at Mumbei_and ney a Mangan. Ander cei of 9ining i tang re monn | MARKETING NETWOR! Zonal Ofte 31 Zonal Othe ican 10 LPG Resins Once) 31 LPG Boing Pans {9 Aviation Service Stations 4 Lube Heking plants & a abe pps for base al evacuation fo the ation to the above Wo pipet Le the 161 Hug has long Mumbut Pune oduct. pptine of 67 MMITPA capac andthe wesw commisioned 8 kms Jong Vshakpaman- Vijyawade pipeline of 4.1 MMTPA capacity, are usd fr ‘wospartaton of MS, 8KO,HSD and LDO.Marketing strategy for lubricants among Fleet owner segment is] RESEARCH DESIGN Aeserch design the plan, structs ad sae of aesiation cooceved site obtain anser te research questions and coat! vasace, Exper research sencemes no icosring the general ature ofthe problem an sre tht ee wot \troushou an pepe by a exper aschiet, simiely we need arserc design ot pli a advance of data collection and analysis for our tescureh design or plan ia ‘vac of dats collection and analysis for ob research projet, Resarh design ands (or advance plansing ofthe methods to he adopted fr collecting the leva un and te techniques o be sed nthe anals, eeping In vew the objective of the research nd avai of tine td mon. ‘TITLE OF THE PROJECT: ‘A STUDY ON “MARKETING STRATEGY FOR LUBRICANTS AMONG FLEET OWNER SEGMENT” ONJECTIVES OF THE STUDY: 1 To now the marketing sttegy for ica among Nee wae segmet + To now the perception of let owners tout PCI. bes ‘+ To cteke iad avatnes nd to ud ba age of HPC tong the Pet + To now the buying havo of brkans among Feet omer semen ‘+ To Anow the Fee owners expectation twas the Labicantsining i tang re monn | WHAT IS THE STUDY ABOUT? The stad isan atenpt 0 “+ To know me marketing staegy for ubacamts amoog ae! omer segment ‘+ ‘To know ne baying beavior of orca among the feet owners This sy shal eons with Few states recommended up the sales figure is nein Bangor, ‘This study sal make ws of primary dat whih is calected though cet made IME PERIOD: ‘SAMPLE DESIGN: Relational of amplng > This way x done under he HPCL Dist sles epanlofice, KR. Parm, This stay is thas doe inthe regional mea unr the Banglore ice Fleet owners Ae the tin cao abe in ake Thy the bt to know about the market nus. Feet oer ue main in deciin he aes forte vehi. SAMPLE StMarketing strategy for lubricants among Fleet owner segment is] ‘METHOD OF SAMPLING: ‘The met wed for sampling is 4 Now Random Sampling Method — Judnest Sampling, the sample was suggested and approved by ie executive sas lice HPCL office Banga, SAMPLE CATEGORIZATION, ‘STRUCTURED SURVEY USING FORMATTED QUESTIONNAIRE es sia Fics was onthe Flt ones segment becase they ca give 0 the cleat Picture oF how they by the bic and wha’ the preference for buying the lular and he sages they adopt 0 Buy he icant PROBLEM IDENTIFICATION: + Tocundersind the Fleet owns’ view twads ues, ‘SCOPE OF THE STUDY: The andy wil be done withthe aim f geting acqotned withthe functioning ofthe company.Marketing strategy for lubricants among Fleet owner segment is] METHOD OF DATA COLLECTION: 2 The Source of the data in his projet was collected on pinay bai ‘Acalyis and interpretation wat alo mae on the bass of primary dla > Questinnaie metho bas een wed 1 elite rspomie from the respondents, The qiesonaie has been prepared Kesping in mind the ‘Aes pei by the makeing and sls department. rrhling sratesics for lubricant song the Met owner scpmet be the > Questions ae combination of pea eaded aad closed ended questions Secondary data elated eis topes eine tough Ieret and books or dul please refer he biography. ‘SPECIFIC RESEARCH TECHNIQUE USE! among Flt owe segment so exploratory and descriptive reacarch is maily wed EXPLORATORY RESEARCH: ‘This sy aimed sie famiianiy with problem and wo generate eas frulte the problem, A survey was conducted among few Ft owners to Know the sti problem andthe final questionaire was pepeMarketing strategy for lubricants among Fleet owner segment is] , DESCRIPTIVE RESEARCH: Descriptive reser gives more insight ito pacar publ. Detrpive asec was wed Lo this sty to undesind the ming sateen adopt by the company in Bangalore repo. Kao provides clear iight ino the perception of ope kwans HPCL is ‘METHOD OF ANALY! > Question to Feet owen ae mostly openendat aed are snlyic by > A simple meio ofaaysis as boca wed Each question as been eluted > The urbe of espns is writen in abot lr. LMATATAION OF THE STUDY: + The complete aces some of the information the sompany was ost ‘+ Now-cooperton ah pron bie made it fick ogee specific newer,Marketing strategy for lubricants among Fleet owner segment is] ‘TABLE: ‘TABLE SHOWING LUBRICANT CURRENTLY USED BY THE FLEET OWNERS. [come Remains Tae or [easTROT = sm 15] BALMOROL w 2 EF 7 7 ANALY +125 ofthe respondent choose Seno, + 26 espopdens chose Veo INFERENCE:Marketing strate GRAPH cuagr HOWING ‘THE FLEET OWNERS, THE ANT CURRENTLY USED BYMarketing strategy for arcade among Feet emer segment | A) ‘TABLE. TABLE SHOWING QUANTITY OF LUBES USED DAILY [Quantity [010K fio20K. [20K [SSO (es) Frequency B rn ¥ z (oof respondents) ANALYSI + 22% ofthe eet owners we 10:20 ite of lubes ily perth sey. INFERENC! ser.Marketing strategy for lubricants among Fleet owner Se GRAPH? (CHART SHOWING QUANTITY OF LUBES USED DAILY.Marketing strategy for lubricants among Fleet owner segment is] ‘TABLI CHART SHOWING FROM WHOM THEY PURCHASE LUBRICANTS DISTRIBUTORS | DEALERS ‘COMPANY | RETAILERS ‘SALES PERSON 7 2 ® 7 ANALYSIS: 4 of he Pet omer byte hes fom the Dinsbut, lesbo the Pet owner bythe hes fom the company als persons, INFERENCE: Major o the Fest owns by the bic fom the Dsl Distr ad nthe hed poston as per the survey.Marketing strat GRAPHS CHART SHOWING FROM WHOM THEY PURCHASE LUBRICANTS, Panga ordMarketing strategy for lubricants among Fleet owner segment ‘TABLI ‘TABLE SHOWING HOW OFTEN THEY BUY LUBRICANT PACK, REGULAR | ONCEIN | ONCEIN | ONCEINA | WEEK | TWOWEEKS | MONTH 17 w 5 a ANALYSIS: + 20% ofthe et oer ay the bes once in a Weck as pe th suey INFERENCI Regul prcase of nes stands te secon position as per the seyGRAPHS (CHART SHOW THEY BUY. Cd LUUBRICA PACK.Marketing strategy for lubricants among Fleet owner segment is] ‘TABLE: Si TABLE SHOWING ATTRIBUTE WHE LUBRICANT. SELECTING BRAND NAME RATING er NO. oF a | 6 OO RESPONDENTS ANALYSIS + 6% ofthe Feetowsess gave Sain forthe brand ame + 24% ofthe Fleet omnes ave ing othe bra ae f+ 12eotte Heetoweets gave 3 eatin forte brand mae INFERENC! 160% ofthe Fee owes gave more ating preference forthe brantMarket CHART SHOWING LUBRICANTS, ATTRIBUTES TOWARDS COW BRAND NAME"OFMarketing strategy for lubricants among Fleet owner segment is] ‘TABLE: 502) TABLE SHOWING ATTRIBUTES TOWARDS “QUALITY” OF LUBRICANTS. er NO.OF ao | 2 | oo RESPONDENTS ANALYSIS #128 ofthe Feetomsers gave Seating the Quality. 14 ofthe Feet omnes ave ing othe quality 4% of te Ret owners ve 3 ating forte qui, INFERENMarketing strategy for lubricants among Fleet owner Se GRAPH: 5 HART SHOWING ATTRIBUTES TOWARDS “QUALITY LUBRICANTS, TagMarketing strategy for lubricants among Fleet owner segment ‘TABLE: $3) (G ATTRIBUTES TOWARDS. RICE” OF LUBRICANTS RATING 3 4 3 2 1 NO.01 3 17 8 9 o RESPONDENTS: ANALYSIS: + 22h ofthe Feet owner ave 4g forthe pica per suey INFERENCE: + Only 10% oe Feet ones give preference othe pie of he rina as petite seyMarketing strategy for lubricants among Fleet owner Se GRAPH: 53) CHART SHOWING ATTRIBUTES TOWARDS “PRICE” _OF LUBRICANTSMarketing strategy for lubricants among Fleet owner segment is] ‘TABLI SHOWING HAVE YOU CHANGED THE BRAND OF LUBE USED IN PAST ONE YEAR, YES No ANALYSIS +H ofthe Fleet onnrs have ot switche frm the Mints 48 er the INFERENC! + ofthe Fst nnn are HARDCORE LOVALS,GRAPH: 6 (CHART SHOWING HAVE YOU CHAN USED IN PAST ONE YEAR, D THE BRAND OF LUBEMarketing strategy for lubricants among Fleet owner segment ‘TABLI ‘SHOWING HOW IS THE SUPPLY OF LUBES TO YOU. ‘oop ‘AVERAGE BAD a o w ANALYSI “+ 82% o the sappy flues o Feet ones GOOD pr the ve 1 18st the supply of bet Flet owner fe AVERAGE a pot the wine. INFERENCIMarketi GRAPI:T (CHART SHOWING THE SUPPLY OF LUBES BY ateining i tang re monn | ‘TABLI ‘SHOWING SI7E OF LUBRICANTS PACK THEY BUY. re se ANALYSIS: ‘+ S60 of the Fleet owners by bias in br x perth sey ‘+225 ofthe Feetowners buy bias in ier pocks sper the survey. INFERENCE: Sis ticns pk stand 2 postion per the wave. 4+ ties aes pack stands in 3 oso oom by 0 rs uk a ee heGRAPHS (CHART SHOWING HE SIZE OF LUBRICANTS THEY BUY. Pera ergining i tang re monn | ‘TABLI SHOWING STOCK THEY KEEP ATA POINT OF TIME, Nostock | 2050 | 50450 | 150200 | 5200 ir 5 10 ¥ 16 ANALYSI “+ 32% of the Fleet ommers ep stock move than 0D era pi fine: 1+ 228 ofthe leetomners kee NO sok at it of time 416s ofthe Pet omer sep 150-200r of Stock a pinto ine, 10% ofthe Pet oer agp 20 Site the tek a pit of ie INFERENCE: 1+ tke seices re mor thin the let owe wl keg more tock at pntMarketing strat GRAPHS (CHART SHOWING STOCK THEY KEEP ATT A POINT OF TIME, Bled Ue adMarketing strategy for lubricants among Fleet owner segment is] ‘TABLE: 10, SHOWING WOULD YOU LIKE TO USE HPCL PRODUCTS AT COMPLETIVE RATES? YES No 1B ¥ ANALYSIS #706 oF the Fleet owners are Hardeore loyal + 30% oF the Fleet owners sre soft core loyal INFERENCI ‘Major ofthe Fleet owners ate hardcore loyal, hence they won't like to switch from one lube o other + 70% ofthe Foot owners are not intrested to switch their lubricant ‘and,Marketi GRAPH: (CHART SHOWING WOULD YOU LIKE AT.COMPLETIVE RATES? 10 USE HPC PRODUCTSining i tang re monn | ‘TABLE: 11 SHOWINGS ARE YOU AWARE OF HPCL PRODUCTS. rr a ANALYSIS: 15706 ofthe Fleet omnes ae not aware the HP lsbican as per he suey 26% ofthe Pet owners re amane of telco HP as petbe suey. INFERENCE: 15-19 OF The Fest owes ae snare of the HE products ene the awareness ‘of he padi of HP 0 Fst omnes re nessryMarket fy strate GRAPH: (CHART SHOWINGS ARE YOU AWARE OF HECL PRODUCTS,Marketing strategy for lubricants among Fleet owner segment is] FINDINGS: “The say was conducted on "Masketingsatey fo ubican mone Fleet wo sctat” by dsb the quinn te the Feet owners ad the alse ‘was done. Fellowing ae te min indings rom the survey conti 2 Some Met ete’ hd common complaint tht no HPC ses pesons had ised them 3. Pees cate fo hei eile 0 much tha they give fll importance to guaty an relive lower reference ce. 41 fod sha only 26% of the Flest omits ote aware of HPCL bic 9. hws found that 85 of the Fleet wnt buy lakes once in out perthe suey. 10. Wis found that 82 of the let owsers gave Seatiag the Quay 8 per ine sey. 11.108 found that 1% of the Fleet owners have aot switched fom the laine sp the seve: 13 vas found that 325 of the spy oF oes wo Fleet oer is GOOD asMarketing strategy for lubricants among Fleet owner segment is] 14.1 wae fund 56 f the Fleet owner uy Ibias in Ba per the a point of tne. oer owners werent reat 1 revel ere busines secretes 17. eet onners tad 1 wich the Mint because Ht may fest teMarketing strategy for lubricants among Fleet owner segment is] suGGESTION’ Dering the couse of my project, have brew able Mealy some of te acs whieh ceo be codec fr the utes uptent at prgzeso the company Update Pet owners on new band Techaolgy sl resecation bot the PCL. bes and products, > Git conpons shold be given tothe coors and Pet owace egal 2 HPCLtws orate reo change camp ore sevice campaign > rind awareness ie pay bods, voting, shoul! Be eye cthing, 39 ‘that thy ci daw the atemon of he coon ad the lst wns, 2 As the pice prey Tos as compared to oer competion, die mide 2 negative pereotion othe mind of customers. They dubbed he produ a an inferior quality past. So MPCL should promote bath high pried! und tow pried prt siattaneousy > PCL ould adopt silecn tgs i devel muket aes aconiag to he more hap ad stack tre HPCL pros > HFCL ba to concent more on increasing the rand awareMarketing strategy for lubricants among Fleet owner segment is] CONCLUSION an few more players ae expected 1 ewer he matt Al players ae fightin aed o emacs she in which even 19 meant 5S coe sles So the ala weapon of all players i elective mashctg sutegy. HFCL hus adopted many marhetag sucey nd create amaresess to cape he market feel ut sil 5 table 0 cane in he tp ras coum inthe brcant segment. ‘The main reason fr this ing is nck of ester demand awareness. ‘More thangs he dlrs are expecting good support frm the et owners expect 00d reltionship with be company ae some price discounts ences on bung huge brand oe product which wil serve a best mashes hor wit support ican ptr huge pero of market So HFCL mus concentrateMarketing strategy for lubricants among Fleet owner segment is] BIBLIOGRAPHY 1. BOOKS: > Marketing Management “ICFAL PHLIP KOTLAR > Modem Marketing ~ RSNPILLAT BAGAVAT > Research Desiga "Tata MeGraw-Hil pub 2, NEWS PAPER REFFEREI Ramesh, Kumar. “HPCL Iubricants can capture 30% market share.” Business Line = Mital may buy HPCL refinery stakeMarketing strategy for lubricants among Fleet owner segment is] 4. WEB SITES: Inp:fwww.google.com up/fwww.en vikipedia ong ‘ntp:/fwoww.sypeL com Isp/fwsow.csto.com > hupifvmw bpel.com -mup/fwy shll.com -hup/fwww odialubes.com tp/foswer pel com vvvvyy vMarketing strategy for lubricants among Fleet owner segment is] Se SS ese Stina, 1am a VE BML. student sepesening NSB-BANGALORE, Ia ding sy poet spt of course fa HPCL Repona lice, Bangalore under MiG [Execute sales office. 1am ssignd a prec on “MARKETING STRATEGY FOR LUBRICANTS AMONG FLEET OWNER SEGMENT™ [wil oie if saps your inet fl up this questionaire. 2 Address: LDHPCLE | Valvtine (1 Veotot [1 Peomoit |Casral | 1She [1Seco FEL IMAK U1 Any otierspecityMarcin rate torrents among tonne seen |S) ‘Quantity ottues used daly [oto ers 11-20 ther | | 20-35 ers (15-80 er | more than 30 {6.Prom whom do you purchase his lubricant pack? [ )Distiburrs [ [Dealers [| Company's salesperson ‘7-What isthe sz the hbrleat pack that you frequent buy? 1 ters] tere | 0K || banal | Any ter ‘9. ate the importance ofthe following atributs when selecting a Ibricant Brand name: Ver highs + Quatiy: Very igh 10. Have you come aerass promotional programs ike trainings, workshop meets, mew product launch ete, of any of the below listed lubricant ‘companies.Marcin rate torrents among tonne seen |S) (HCL {Vania | 1¥et [Yemanll {Guo Emme: eee ey Tce + Cena taining po + Tone in sins gre + Brand sociation 12, Have you come aeros representative of any of these lubricants companies 1 he past si months [VMPC | [Valve | | Vealat [| Penne (J Casual) Shel 1sen [BIE TIMAK 1 Lany omer speciy 14. Have you changed the brand of lubricant wed in past year? [ye 1 1Ne 1H. How much tock do yom keep at any plot of time? [1200 ters | 150-150 ter | 1150-200 ter | More tan 200 tersMarketing strategy for lubricants among Fleet owner segment is] 15. How is spply of ube ta you? 17. Are you avare of HPCE lnbrcants? Lives No “Thank you fr your co-operation IRAGHAVENDRA.GS| Upcoming SlideShare Loading in ..5 Bees Marketing strategy for lubricants among fleet owner segment 72,010 views on Raghavendra GS, rue Follow Following ihe oman, 2012 Pojest eport on marketing stteay for ubrcans among feet owner segment Pblished in: Business, TechnologFall Name Comment goes hee 12houts ago. Delete Realy Spum Block ‘Are you sre you want fo Yes No ‘Yourmessage goes here = \Sbaveyourtougns Post Japa nagamani. Student klnivenity at Lam a sudnt fil doesnot work indy email me te report, good work andt wil helpful for my project epot on lubricants. kurapatinagamani@igmailcom 1 week ago Reply ‘Ate yousute you want to Yes No Your message goes here Jeuapati ntgamani Student t Whuiversty a Lamson tl doesnot work Kindly email me the report, good work amp; it wil helpful for my project report on lubricants. kurspatinagamani@igmail.com week go Rep ‘Are you sure you want to Yes No Your mesage goes here ‘Keivaov Afanasy Sales Consultant ot Oil and gas, offshore We are reputable mandate working diectiy with eles Refinery hee in Russian Foderation thai capable of supplying the under listed products, AVIATION KEROSI (GPS4, Ai, TSI) MAZUT FUEL OIL, DIESEL GAS, FUFL OIL (D6) LIQUIFIED NATURAL GAS LIQUIFIED PETROLEUM GAS, Kindy coniaet us if nested fora copy of sellers proceduelrice ls. (Kritsovoilconsitant@’yandex ru) Regards; KrvtsovAfanasy (Mr) E-mail: Kevsovollconsulant@yandexru Email Avtovoilgaconaultent@aiLzu Skype: kviovollndgasconsultant 2months ago Realy ‘Are you sie you want 9 Yes No ‘Yourmessage goes here i eat Raghavendra. Excellent roc! We are manufactures of Fixed and Modular Grease and Lobe plans ase is France. I would be very pateful you could send me a copy tomy personal email adress -hansramin?4@ gmail com. Do provide your contact details i order for sto discus urher abou the marke ‘Smnonths ago Realy ‘Are you sure you want © Yes No ‘Your message goes here ads Hazzim Head of Busines Development a JOT Petroleum Sdn Bhd at [OT Peto Sn Bhd ‘Would indy appreciate you could email me you sides above tomy email address -judhazzmyahoo com ‘Tenants ago Kenly ‘Are you se you want © Yes No ‘Your message goes hare ‘ShowMas je Alphons Mathew Inia & US Staffing st BIAS Corporation a Talent Acauisition ‘Rebesea Applodom . Marketing Communication tte and Brand Developmen! at The Labrizal Compaation ‘Alireza Akboundi, PLD. PMP .Chainnan at Irian Pots Matin Cot China. Sons a Show More No Downloads Views ‘otal views 01 on Slidestare ° From Embeds o [Number of Embeds 256 ‘Actions Sharet 0 Downloads 0 Comment “4 Likes 6 Embeds 0 Noenbeds NNonotes fr side Marketing strategy for lubricants among fleet owner segment 1.1. Marketing suategy for Ibricants among Fest owner sgmentINTRODUCTION a this period of globalization, factors ke economic evs, differences in standards ofliving, imbalances i income distibatio,eavioumeatal degradation, political urestad a plethora of other soca, economic and tehrologial problems ted to increase challenges and teats faced by companies aud ations. While these factors can betheas toa business, markster 2 continuously to couvet them ato opportunitics. Thus, snacking plays a significant sole in succesfully running a business Marketing hes become an inberea part of our lives and permeates every aspects ofout day to-day ‘ustene. Activites suchas watching tlevision, listening to theradio, eading the ews paper, buying gocet items they ateall dependent onmarkeing. Marketing Tocuses on Satisfying bumin and social needs nd wants, andhelps companies transform private and social needs into profitability businessopportunities Marketers need to deliver vale to ‘heir customers. They also nced to communicate tthe custmer the valve they ate delivering. Complete customer satisfaction achieved by understanding eustomer requirements and delivering supenorguslityzoods and services, Companies mst provide the cstomens with a contindous flow ofnew ities and constant’ eanance their “ervie levels t buildup satiefctonamngeustomers.A marketing program starts with idea generation fora product and ends only whencustomer's wants ave been completly satisfied. It might rus well beyond the sale ofthe produ to ensure customer saistation and eacourage repeat businss STRATEGIC MARKETING PLANNING Strategie market planning ithe process of communicating and shatng data botweendifernt departments of an ofpatization to collestively formulate fuse strategies andimplerset them wth maximum efficiency. Sategy formulation helps the dcisionmakers othe organization to proactively respond to needs ofthe market and ‘hus sayahead of companies Nabe School af Busines | 2-Markstng strategy fr lbrients among Fst owner segmentCORPORATE AND DIVISIONAL STRATEGIC PLANNING Strategic planing involves framing corporat nd divisional statics Howeverprio o that the corspany ast deny its position the market. Today’ firs fceplobal competition To sustain ise labal masket a ‘company has to adap tointenational standards. Te state planning process may sue, if theres aninreased resistance to change within the organization. To deal with such ‘Stuaton igor Amor suggested aymanaged-esstance or accordion approach in which a Rrmean employ coercive sategy when theresa pressing need for ‘change MARKETING PROCESS Tae marketing proces of a company typically involve identifying the able ndpoteanal marketing opportunites inthe environment ‘developing seateyistoeffcieney ube these opportunities, evolving suitable marketing statics andsupevisng the implementation ofthese marketing eons. Trail, ‘markctnghas been done onthe basis of production concept, where a products made angpushed into the market without considering the consumes perception and attudes But ‘over the years, the marketing proses has ranaformed into a iteratedmatkeling approseh, which snow largely being employed by most organizaionsacos the globe. The fim must therefore conceatrate on formulating strategie totract customers based on thei value perceptions STEPS IN PLANNING PROCESS: The stops inthe marking planning process are, analying the marketingonportniis, developing marketing stages, planning marketing programs, andmanagngeffor. ANALYZING THE MARKETING OPPURTUNITIES Every company bas to analjze is marketing opportunites based on ils fea oSigaiicane, postion, and sales isthe market, For example, let ‘us say there isa ugeNoble School of Busines 2 Marketing strtegy for lubricants among Flet owner segmentmaket potential for micro mobile phones. Where a smal chip canbe placed inside er and ane can hear and ‘speak throuh it Macket esearch has to be conkictd toesimate the market potent for the produc, and the segments o be largeted and tosearch fo appropriate chnels and Aseioulor. Ths company has focus on factorsach asthe features and benefits tht the eastomers would expect andthe advertsingand promotional rratepes tat have to be adopted. With such daa, the product maybe developed using advanced technology, such as WAP and Bluetooth DEVELOPING MARKETING STRATEGIES Marketing Stategics have to be designed subsequent f the product development andhe analysis of marksting opportunities. Specific suitable othe target markets have tbe developed, ven while the product enters the diferent tages ofits life cycle Statepes developed at these stages shouldbe ao elective that competitiveavantages developed at these ‘ages shouldbe xo effective that a compettivesdvantage is always sustained PLANNING MARKETING PROGRAMS Marking programs have fe planned in such away thatthe states formulatedare properly implemented and ad inthe achievement of organizational goals. Everycompany while planning the marketing programs should consider the marketing minvarables product ree, place, abd promoson. Each marketing in varable ia tumas several factor that have tobe focused upon. For instance, the product has factrsice features, design, quality, packing. ete. the pricing factor are discounts, crema ete. The pace includes factors suchas distributor, location, ‘market eoverageste and ally the promotional factors include advertising, offers, public elionsee-The budget lloaton fo different program has tobe planned by the ‘manager. Thebudget fr diferent marketing programs is often allocated depending upon thestimated sales ofthe prodts Noble School of Busines 3 4 Marketing suategy fr lbsiants among Fleet owner segment MANAGING THE MARKETING EFFORT Manaping the marketing efforts aerial ask, Aer the stategy formation and thesubsequent development of the marketing plan, necessary steps have tobe taken facontrol the activites an put hem on rack. The budget allocated hos ‘be properyutlizd.Ifany deviations oecurat any sage of marketing proces, the manageshouldefiienly eoavol thm. The management of the marketing eT is ‘heresponsbiliy ofthe emire organization, as any fault at any sage ofproductevelopment process, will affect the sale badly. Therefore duc care as tobe takenwhile selecting the ra materials stocking them, yrocesing them aod so 08. MARKETING PLAN Marketing planning involves the development of logieal process to ‘stublishmarketing goals and plas to achieve these gous. I involves allocating budgets frdfTeent marketing activities apd evaluating the target mavket segment. “Marktingplanning may be informal i smal organizations while may be formal process inlage ongunizations. Expets have identified, developed and implemeniation cofmarketing plans. They are confusion between tactics and salepy, marketing funcionand the marketing concep, erganizational obstacles, lack ofa proper evaluatonprocss, onfision between operations ad output, absence of adequate knowledge absence ofa sroctral approach, inapproprate method of sequencing the goals, anda Unfavorable ‘corporate environment. Therefore, the management shuld takenccesary steps overcome these bares to marketing planing and implementation Tae marking plan of & ‘business frm involves several anctions namely, a chartspesfying the eonten, opportunity and ise analysis, makeling tatepy, ator, poet pot sd lose statement and contol measures SWOT ANALYSIS:The overall evaluation ofa company’s songs, weakness, opportunities, nd teasis called as SWOT analysis. 5a ‘way of monitoring the eternal and itemalmarketing environment Noble School of Busines 4 5. Marketing strategy fr lubricants among Flost over segmentSTRENGTH SSL STRENGTHSNO 01 HPCL bas largst bas il refinery in India (produce 360 vaities) 02 ‘A Forte $00 company, with Nsvaratna san. 0 2nd lage ol company in Ind. 04 Low cost of rade, 05 Good rec in urban & rral ares, 06 Lal hod (HP habe) has highest sles. O7 Suength to decide domestic base oil process; compeiitive Edge. WEAKNESS'S.SL. WEAKNESS'SNO 0] Lack of promotions. 02 R&D Expenditures comparatively less 08 Weak logistis.O4 Depend on competitors for Grade i & i, base ils. 05 Olé refineries Noble School of Business § {5 Marketing sstegy fr lian among Fst over sepentPPORTUNITIES:SL OPPORTUNITIESNO 01 Aviston lubes matket Tie up with MNC. 02 Tie wp with private oll companies 03 Growing economy. O4Enty to global markets. 05 Opportunites in Export market 6 Grease: ie wp with bearing manufactrer THREATS'SL_ ‘THREATSNO 0! Increased drain period 02 Mineral ass lube volume loss to yathsis bas lubes 03 Tnctasin cost of crue oll 04 Technology edge of eompestors. 0S Alternate energy esoures Noble Schoo of Business “7 Marketingstategy fr lubricants among Fst owner sepment LUBRICANTS What are Lubricants ?Lubricants ate an ets part ofinodem machinery. Everything iromeomputer harddisk drives to the Airbus A380 requires lubrication of itsmoving pars. lubricant (cllouially, lube, although this mey also rele to personal ubricants) ise substance (asl a iguid) introduced between two moving surfaces ta reduce theteton and wear between ther. A lubricant provides a praective im, which allowsfor two touching surfaces to be separated, hus lessening the ction between them Lubricants also playa olen cooling, rust prevention and help fo avoid deposition ofslds between, closely iting pars. Liguid lubricants ate most commonly used, buior some special situations like extremes of temperature or whete renewal of guidubes i ifcult, sl fubricants like graphite or molybdenum are used.Crude oll isan excellent source of lubes because refining can produce a wide range ofliquids with different physical properties.‘The beric process inciades varimmmudistilintion and dewaxing in produce tie fiction with the right viscosity iempersturechsracteristics. Viscosity (")is the moet smportant chariteristic while deciding ones, Change in viseosty with tmpersire ae of wignifiance and ae denoted bythe Viscosity Index *Viscosity is measire of thickness for ability to How-By use of atively large amounts of adv its possible to formulate oll whichmay fall within the range of more than one SAE (Society of Automotive ginersjrade Since all VI mprovers merease viscosity, 2 base ol of low viscosity used Lubes can therefore be classified onthe basis of the characters as single grade ‘ommultiple grades. Mult grade luce ate superior because of batter pysicalcharasterstics and varies of use Noble School of Business 7 Marketing strategy for lubricants among Feet owner segment Typically ubscans contain 9% base ol (most often petroleum factions, alleémineal ils) and less than 10% additives. Vegcable oils or synthetic Tiuids such ashydrogenatd polyolein's; esters, silicone, Muorocarbans and may others aresometies ued as base oils. Additives ‘deliver reduced friction and wea, incresedvscosty, improved vsconly inden. resistance to corosion tnd oxidation, aging orcontamiaton, te Nen-ligud icant nce rcae, powders (dry graphite, PTFE, Molybdeaumdinalfige, et}, Teton tape used i plambing, ait eushion and others. Anotherapproach educa faction and wear ito use ‘earings such as ball Bearing, rolerearings or sr beeing oto use sound nthe ase of acoustic nbriction Lubricants sich as Z-eycle ol ae also added to some fuel Sulfur impurities in felaso eovide some lubrication eopedies, which have tobe taken in account whenswitching oa low-sulfur diesel, biodiesel sa popula diesel fuel additive providingaditional nbricity. Types of Lubricants Liquid including emulsions and suspensions Solid Greases PastesLiqud lubricants: Liqud lubricants may be ‘characterized in many diffrent ways. One of the mostcommon ways iby the type of base oi used. Following are the most common types. Water Mineral oils Vegetable (catural el Synthetic ils Others Solid ubicansNoble School of Business 8 ‘Marketing strategy fr lbvicants among Feet owner segment Graphite Molybdenum disulphide Teflon Boron stride Application by Fluid Types Automotive o Fagin ails) Patrol (Gasoline engine oils" Diese engine oto Automotive transmission fluids 0 Gearbox Fade o Brake ideo Hydraulic fide Other motors o 2rroke engine ile dustrial o Hydraulic Mus © Compessor ol © Gear els Aviation o Gat turbine engine ols o Piston engin ols Marne 0 Tap engine oil o Crankease Sui o Stem tube IbricantsL ube Market in IniaThe emi lubes marke in Inia canbe classified ito two Key segments, automotiveandindutal. In nda, the automotive lubes account for ‘ver 60% ofthe market Diesel les share is etimatd at 70% ofthe same because i comprises commercaINoble School of Business 9 1010. Marketing strategy for lubricants among Fleet owncrsegmentehices including wucks. The eurrent Indian market i estimated at Rs5Sb in valueand is growing at 5% a. ‘Thisranlates oa volume of 1.05 mn Ml per annum. Thensaled capacity is [6 mak per annum, leading to oversupply There are two key mackes for lube n Indi, name'y ‘he original equipmeat (OEF}segmet and etal rade Given hgh levels ofcompestion, OF linkages are becomingimportant. The channels fr replacement market or the retail segment ae petolpurps ad real outlets. Under the Administered Priing Mechanism, ownership ofpetrol pumps was restricted to the Tou major ol-marketing companies, Ee TOCLHPCL, BPCL and IBP-The Indi lubes market was regulated tl 1993, wit the market dominated bythe Apublc sector undertakings including TOCL, BPCL, HPCL nd [BP Followingliberaization, the major policy itive aken were Decanalisation of base ol - Before 1995, base ol andthe hey raw material as imported by TGC, the Sole canalizing agen Pricing - Under APM, the ube base ol pricing was epulate, This was deregulated ina phased maser and ow base oll pricing is markt determined ‘Quantave restrictions - Base ol tock was alloted othe uses on a quota basis, which became ireevant afer decanalisation ané ree impor. Reduction in dates ~ Customs duty on base oi stock was reduced from a peak of 85% to curen evls of 38% Nabe School af Business 10 1. LL Marketing strategy for lubecons among Fleet owner segmentLobriants a PCL also known es HP LubesHP Lubes isan integal part of Hindustan Petroleum Corporation ‘Limited, on ofadias fone oi majors, commited to providing energy ad fueling prowth inevery siguficant ate of development Is pussit ofthis vison there is = ssainedemphass on environment protection and preserving the cultural heritage of India HP Lubricants are bore out ofan intense and unrelenting K& D effort, which simsat ‘ducing quality product tha enhance automotive performace studards. Therangeof HP Lubes is comprehensive ad catering tothe mites needs frm new generation ‘ars to ploughing tractors and indnstral machinery, The ange confrmtrily to OLM specifications, often aking the sniiatve in customization of products, Sates wit Iighly qualified sclntists and employing the latest state f= the ~ arechnologies, the PDC ensures tat HP Lubes invariably meet demandingiteratonal standards, ‘Committed to the concern ofthe Lube industry at lng, thePDC constantly shares useful data with other indasry members and echnical bodiestrough presentations, publications (atonal and itermtioal journals), senarsandconfornces.The HP Ragine Oils product range covers over 300 brands of ubicants, greases andspociatios’ “tering tote automotive aswell a industrial sector, With consumersrecognirig the importance of high quality Irian in enaurng prolonged andtoublefree operation, ‘he demand for HP engine ols, goa ols, ansenisionollsgreases and other specialties have gone up appreciably over the yeas Beh the sucess af HP Engine Oils Bie yous and years of rescarch and technicalexpets. They ae engineered to mec! he Fgours of modem automobiles and theextente service conditions of highly sophisticated industrial machines. HPCL has sxe Bending plants at Mumbsi, Caleuca, Chena and Silvassa Based on extoasve matket esearch, the lubes busines unit as launched several newbrands, which have become highly succesful inthe marke. A large numberof newindustral grades have also been introduced to mest pectic equuemcas of {ndustialconsumers Noble School of Busines 11 12, Marketing strategy for nbricants among Fleet ovncr segment PCL hs als introduced a large numberof Exclusive Lube Distributors who arcacoetsng emote comers of ‘the Bavaar trae, To cater to smal volume customers, HPCL has rece Ianched CFASHDCL market now extend to countries like Nepal, Sri Lanka, Bangladesh, Saudi rabia and Malaysia Noble School of Business 12 18. Maceting tg fr mong let wm egnenkCOMPANY PROFILEINTRODUCTIONSPL wis feed in 14 on tioninaon of S80 Inia sons. Tacoperations of Calex were merged in 1976. Hindustan Petroleum Corporation Liitedtodayis he Second largest integrated oil eining and marketing company {indi das fran 500 company wil tuner of Re 64689 billon (USS 14 10SMilion) The Corporation bas lady been ented by the Goverment of India ‘company which has the potntal to Become a global gant. The company employsabout 11,088 people and has a market value of US 82.73 billion as f 2005. I facestifT ‘competition fom Bharat Petleum and Indian Oil Corporation. It is a megaP bli Sector Undertaking (PSU) with Navara status. HPCL accounts for 20.9 % ofthe marke ‘Share and 10.3% of the nation's efiningcapacty with fwo costal refineries, one at Mumba (West Coat) having a capacity ofS (Mion Metric Tonnes Per Anum) MMITPA, fn the other in Visakhapatnam East Coat) with a capacity of 1.5 MMITPA. IPCL als holds an equity stake of16 95% in Mangalore Refinery & Petrochemicals Linited (MRPL), «state-of th-artefinry st Mangalore with a capacity of 9 MMTPA. HPCL ie well on it way towardssetting up another grass rot refinery in the sae of Puja, called Gura Gobind SinghRefineries Limited. TIPCL also owns and operates the country's largest LubeRefinery, proaticing abe Hate Oils of interatonl standards, With the ‘upactyo13,35,000 Metre Tons. This refinery aounts fr over 40% of te cours total LubeBase Oil production. Besides, the Corportin owns 6 Lube Blending Plants 2 fnMtumba ad | each st Budge, Rama, Chena’ & Silvassa) and a Lube ol pipelnefor evacuation of base ol rom Mumbai Refinery, Presently PCL is prong over300 rade of ube, specials and proases Nabe School of Business 13 14.14 Masketng strategy for ubricants among Fleet ower segmentORIGIN:1952: The Company was incorporate inthe name of Standard Vacuum Refining Company of India ‘imited on Tly 5, 19821982: On 31st Mah, 1962 the name was changed to FSSO Standard Refsing Company of India Limite, 1974 Hindustan Pevoleum Corporation Limited comes into being ale the tskeover snd merger of erste Esso Standard and Lube India Limited 976: Caltex Oi Refining (lia) Ltd, = CORIL i ‘aken over bythe Government of Tia wth an Oxdinace in 1976, subsequently ratified by an Actin 1977 and merged with HPCL. in 1978.1979: Kosan Gas Carp [HCL inthe domestic LPG market, are aksn over snd merged with HPC Products &Servcee Offered:Refnery: PCL has two Refineries with 10% ofthe nations refining capacity located in Murbai (West Coast) and Visakhapatnam (East Coat with expacies of 6 MMTPA and 75 MMITPA respectively complying wit the iterator ‘quality standard and operted there capacity utilization above 100%. HPL also holds an equity sake of 16.95% in Mangalore Refinery & Petrochemicals Lited (MEPL), Sae-ofthe-r refinery at Mangalore with a capacity of 9 MMTPA, Mubul Refinery isthe largest ube hase refinery in India which amount o 40% ofthe national eapacity ‘of Lube Oi production, The offsite product handing fats of Refineie at Mumbai and Vieakhapaiam hasbeen automated and facies upgraded o produce ares fuss Tike unleaded petrol and low sulphur diesel Noble School of Business 15.15 Marketing strategy for lubricants among Feet owner segment Refinery Performance (Last Syears)Therefineces cree il production capacity in MMTPA is shown inthe {CeideThvoughput in MMITPA 18 1666 15.17 158 15.76 16 1882 14 12 109.24 9.41 9.15879 757 7.42 7.368 665 597 628 6420 2008-05 2005.07 2007-08 2008-09 2009-10 MUMBAI REFINERY Series? Series} Hindustan Aviation: Hindustan Petroleum (as Esso and Caltex prior 1974) ha been providing aviation refueling (Aviation “Tusine Fuel = ATF) services at various airport in India for more than a century through 31 Aviation Services Facies. Bulk fueling: The Bulk Fuel & Specialties Business unit cater to marketing of Bulk fucle& petroleum products dirty to Industral consumers lke powerplant, chemicals, ferlier, shipping companies end atines. Noble Schoo of Business 13. 16 Lé_Marketng sttegy for lubricants among Fleet over segmentINTERNATIONAL TRADE Crude Oil Imports: Tae cre oil equiement of wo refineries ie mst arly by Indigenous erade and balance through imports. Imported erie el reuirement for ox refineries both sweet and sour grads, wih ater for Mumbai refinery beng Lube ‘bearing: The crude ol iport for HPCL"s refineries is approx. 220 thousand barels per day (1-0 milion tons per annum). The requirements par met tn term contacts ‘with Navona Oil Companies andthe balnes though spa procurement by tendering proces Petoleum Pradit Imports: HIPCL imports products for meeting domestic market ‘equrement. The prodits being imported by HPCL. are LPG, Kerosene, Gas Oil, Gasoline, and Low Sulphur Fus Ol. Imports ae fisalized by tendering. Deals eparding ‘arg size, product quality, discharge port el, are covered inthe spec tenders, Paris rgitered wit IPCL only en pateipae in these tenders Poole Products [Expocs: HPCL exports products and intermediate streams fom its eineves. The products being exported by HPCL are: Ful Oil, High Sculpture Gas Oi, Naphih, Packed ‘Bitumen, fod grade Hexane, Lube Oil base stock. The expors ar finalized by tendering. Only parties reiteed with HPCL can patcpate in these tenders. Deals regarding ‘arg size, product quality, ood port ct, are detailed inthe specific tenders Noble School of Business 16 17-1-Masketing strategy for ibricants among Fleet owner segment Gas ip gas, the HPCL band of LPG which s bolted a 43 LPG Boating plans thoughout the county Ins wal capacity i over 2500 thousand mete tons pe annum (TMTPA). HP Gas confor to IS: 4576-1999 spesfcatons WORLD LUBE MARKET India ith largest ‘world INDIA BRAZIL RUSSIA 4% 3% JAPAN 49 3M CHINA 12% OTHERS 529% USA 20% Global ubicent demand is forecast reach 40.5 mullon mote ton in 2012. {Gains willbe seongest inthe AsiaPacic, Afica/Mideast and Latin American regions dv to ongoing rapid instalation and rising car ovmaship ats. Engine os will remain the largest segment wile proces ols grow the fastest. According fo data of 2009 United States of Ameria leads the Word Lule Market with around 25% of te otal ‘arkat share, Ina isthe ith poston after Russia Noble Schoo of Business 17 18. Marketing strategy for lubricants among Fleet ovmcr segment Demand of lbriant is ilusrated as shown below: INDIA, 3% ASIA, 25% WORLD. 72% WORLD ~ 38000 ‘TNT, ASIA ~9500 TMT, INDIA 1250 TMTDemand in Asis alone accounts o 28% ofthe foal demand and Us the make shighly Inca and profitable Leading Lube -Market Market size e SO TMITPA end the sping among the compnicseshown in graph below, 160 130110 50 0 10 ]OCL HPCL BP/CASTROL BPCL IBP OTHERSNoble Scho! of Business 18,15. 19, Marketing strategy Ser iibricents among Fiest ewner segmentCOMPETITTORS BASTION RAIWAYS OTHERS 2% DEFENCE 3% O5 FILL/ SERVICE FILL 1% 536 [BAZZAR SALES 18% CORE SECTOR $2% RETAIL OUTLETS 19% I{PCL OTHERS DEFENCE 10% OF FILL) SERVICE FILL. 3¥ 3% RAILWAYS 4% CORE SECTOR BAZZAR SALES 449% 14% RETAIL OUTLETS IOCL 22%Noble School of Business 19 20, 20. Marketing strategy for bricants among Fleet ower segment OTIIERS 3% DEFENCE RAILWAYS 1% 6% OE FILL/ SERVICE FILL CORE 12% SECTOR 19% [BAZZAR SALES RETAIL 21% OUTLETS 38% BPCL OTHERS 2% CORE SECTOR 3% OF FILL SERVICE FILL 15% BAZZAR SALES 80% CASTROL Noble School of Business 20 21, Masketingstategy for lubricants among Fleet over segment Market Future Drives: [Bas il eguitement shit fom group It group 23 Faia ~the future ub for futomotve industry 3d largest ar market. 0 Passenger vehicle segment recorded 35% growth, o The overall Indian automobile industry recorded increase of 30% in May 2010,@ 1,208,851 units as compared to 929,917 units in May 2009, Tadia moving 19 BS 2/BS 4- call for long din and fuel economy based Eaginc, Gear & Hydraulic ols 1 GDP grow at 74% so focus shouldbe on the cros sestor suchas power, sel, ining and consruction industry Global level busines understanding & rend shalysisHPCL RETAIL: (1 ACHPCL reall outlets believe in mstfenance, not just vehicle but als having a steady relationship withthe consumes and provide beter and ‘iin! value added services, Keep sock elated product ike ties, batteries and acessories HPCL CARDSDEIT CARDS:Swipe HPCL. ICICI bank debit ard on an terminal only and save surcharge on youruel purchases Le. a waiver of 25% transaction Noble School of Business 2] 22, 2 Marketing strategy for horcens among Flee ower scgmentiP DRIVE TRACK:Drive trick let card is a prepa (debi) card with -purse cum loyalty eppliction Fortet operation mainly highly segment) CERDIT CARD: | HPCL, Axi Bank and Shricam Traspor Fnanee Conpany (STFC) have come together o lune wipatiteco- branded credit card." By dsing this card incur the 2.5 per cent surcharge arated on normal credit cards-MINTl-mint Inia’ ist mlt-parter rewards program on point system having parteclike HPCE, Aie di, ICICI Bank ered ears debit card, Makemytep om, planetishio, Gitanjl, bookmyshow cam, fers plas ard many ‘ore CLUB HP: Tris a high quality personalized" Vehicle and consumer Care” "A part of HPCL"s strategic retail markcting intative afferent fom traditional fel ‘etling done trough select et oes. "Club HP” coneapt sims to provide the assurance of "quick fil “Expert, personalized Service", Taal Vehicle Management”, tnd "Consumer Convenieaces"Noble Schoo of Business 22 28, 21 Marketing strategy for lubricants among Fleet ower segmentJOINT VENTURE: {Crude Refining and Marketing of finshed petroleum product isthe core area ofthe ‘corporation and opportunities ar als being explored to accesses new revenue seams, and augment downstream businesses. Accordingly, HPCL has ventured in upstream ‘cts (Exploration ad prodicton and piped gas dsisbuion in majorities. Some of the oi ventures are with companies like IIPCL-Mital Energy L(HIMEL), Hindustan Colas (HINCOL}, Prize Pegoleum company limited, south Asia LPG co Pvt Lid .( SALPG), Bhapyanagar Gas Limited (BGL), Aavanitica Gas Limited Peo net Ind Limited (PIL), Peto et MILD Limited (PMIIBL) Mangalore Refineries and petrochemical Limited (MRPL), CREDAAIPCL, Bio-fel Limited (CHIBL), Sushrat Hospital and Research cenre HP LUBES: ” HP Lubes is an integrated par of Hindustan pevoleum eotperaon limited, one ofthe Indias online oll majors, commited to providing enegy and fueling growth in every signin! area of developmen. Variods grades of HP Laer Lubristing ils and Greases have ben clasiied Blow based on {Beir end use, LUBES INDUSTRIAL AUTOMOTIVES INDUSTRIAL GREASES SPECIALITIESNoble Schoo! of Busines 23 24, 21. Marketing sttegy for hbricans among Fleet ower segment HP Lubricants are bore out of an intense and unrelenting R&D effort, which ims a producing quality ‘oducts that enhance automotive performance standards. The range of HP Lube is comprchonsve ad ctcring to the minutes needs, fom new generation cas to plough tractors and industial machinery. |The range conforms stelyf9 OM specifications, oft taking the itive in customization of prouels Noble Schoo of Business 24 25, De Maeting sttegy for hficans among Fleet ower segment * TURBINE OIL = BEARING OIL * COMPRESSOR OIL. - SPINDLE OIL INDUSTRIAL + OPEN GEAR (GRADS » STEAM CYLINDER OIL » PNEUMATIC TOOL OIL » SUGAR MILL ROLL Beraing OIL » GEAR BOX OIL» HYDROULIC OIL * DEFENSIVE GREASES “INDUSTRIAL + ENGINE OIL.» TRANSMISSION OIL AUTOMOTIVE + GEAR OL + ALTO SPECIALITIES « DEFENCE GRADE + METAL CUTTING FLUID + METAL ROLLING OILS INDUSTRIAL + QUENCHING OILS SPECIALIST + RUBBER PROCESS OIL GRADE + RUST PREVENTIVE + HEAT TRANSFER FLUID + METAL DRAWING COMPOUNDNsble Schoo! of Business 25, 26, 26. Marketing strategy for brcants among Flect ower segmentCOMPANY'S IDEOLOGYCOMPANY'S MISSION: HPCE, along with ts joint ventures, wil be flly {nfegated company in the hydrocarbons setor 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 wll aso attain scale dimensions by diversifying int oer energy elated fields end 2 taking up tansational operations. COMPANY'S VISION: Tobe world lass enetpy company know for cating a delighting the customers with guy prodets and innovative series across domestic and international markets with aggressive growin and delivering supercr financial performance. The compaay wil be a eel of ‘execlece in mecting social commitment, vironment, hal and safety norms and in employee welfare and relations INFRASTRUCTURE: ~ HPCL's infastrsctue at par ‘with that of the best global corportions inthe hydrocarbons sector. For over a quarter century now , HPCL bas been consistently breaking new grounds in prodecton and ‘arketing. A glimpse ofthe vast marketing network already developed is piven below inthe able Noble School of Business 26, 27, Z Marketing sratsay for rican among Flect ower segment Marketing network: 2008-2007- 2006-2005. 2004 09 O8 070 OSRegional office 90 91 86 85 ‘SSTerminal stallaons Tops 42 4237 36 Deposits 1009395 92 DULPC Bottling Plans 43 43 42 41 40ASF's 2116 1318 LORetail Outlet 8539 8329 7909 7313 {6667SKOVLDO Dealers L638 1648 1648 L648 1648LPG Distibuors 2250 2252 2258 2202 2153LPG Customersin cores) 2498 252 239 228 2.17The stengtneing of the ‘marketing network over the years has lad to dominance inthe marke flected in ts growth and leading to best quality of service HPCL was one of the fist companies to understand the nation’s energy requiementsand take necessary mcasues full he expectations. Is increasing infastrucuefulitcs ee duc lo the sucessful realization of set fargts and sustained quality olservce and custome relations HPCL presently owns and operates two coastal refineries al Murai andVishakhapataam along wih joint fefinery at Mangalore. Another refinery of 9MMITPA is under construction in Batinda, Punjab by HMEL, aot venture witMital Energy Investment Pvt Li. A masive infrastructre comprising two erosscotry pipelines and an extensive network of terminal, deposits, LPG BotlingPlants, Lube Filling Plats and Aviation Service Facies (ASF) consibutssrolndia"s rowch every year Noble Schoo! of Busncss 27 28, 24. Marketing strategy for bricants among Fleet owner segment VAST MARKETING NETWORK: 4 Zonal Offices 34 Zonal Offices including 10 LPG Regional DOfices) 22 terminal” 31 LPG Bting Plants 9 Aviation Service Stations 4 Lube bending plants & a lube pipeline for base oil evacuation fom he refinery 190 Inland eay depts 4327 Retail outlets 1622 SKOMLDO dealerships 1463 LCG disritorsipin addition to the wbove, two pipelines te the 161 lang kms long Murbai- Puncproduts, pipeline af 3.67 MMITPA capacity andthe rceily commissioned 350 kmslong Vishakhapateam Vijayawada pipeline of 4.1 MMTPA eapacty, ar wed fotzansprtaton of MS, SKO, IID and LDO Noble School of Business 28 29,20: Marketing tatgy for hbveants among Fleet owacrsegmentRESEARCH DESIGNA rescarch design is the plan, structure and strategy of iavestgation concsivd sot {sobtan answer o research questions and 1 contol variance. Exploratory research isconcersed nto discovering the general ratte o he problem and vanables that relatto itRescarch design is ceded because i Taciiates the smoot sailing ofthe varioueesarch operations, thereby making esearch a efficient as possible yeldiagmnaximal {information with minimal expenditure of effort, time and money Justa frbtter, economical and atretve construction of house, we ced a ue print wellthroughout and ‘prepared by an expert arciec, similarly we needa research design ora in advance of data collection and analysis for out research design of pa nadvance of data Collection and analysis far our esearch project. Research designstands for advance planaing ofthe methods tobe adopted fr collecting ie rlevantdata andthe ecniqus to ‘be ued in their anasis, Keeping in view the objective ofthe research and availablity of tine and money TITLE OF THE PROTECT: STUDY ON "MARKETING. ‘STRATEGY FOR LUBRICANTSAMONG FLEET OWNER SEGMENT-OBJECTIVES OF THE STUDY: To know the marketing strategy for bricants among feet owner segment To know the poreeption of Fleet owners about HPCI. les, To crete brand awareness and to build brand image of HPCL among the Flext owns. To know the buying behavior of lbrcans among a Fleet owner segment To know the taste and preference ofthe Flect owners. To know the Fleet owners expectation towards the Tubicans Noble School of Business 29 30, 3. Marketing satay for hbnconts among lect ovaer egmenWHAT IS THE STUDY ABOUT’ The study ean atraptto To know the matting strategy for hbrcanss ‘mong a feet over sepment. To know the buying behavior of lubricants among the Nee ers. To know thestteges of let ones for buying te lubricants. This study Shall conclude with few svategies recommended ouplit the sales figure It is done in Bangalore Ths stuy shall make use of primary dta which is collected through custom ‘madeguestonnaire TIME PERIOD: The sty was dane om the period of 2nd January 2011 wo 12 mazch 201 SAMPLE DESIGN Relational of srpling: This study x done under the HPCL Direct als regional office, KR Puram, Bangalore. The main get group ofthe study are the FLEET over segment This study tus done in the ‘eional area under the Bangalore office Fleet ownersre the main eatir of lubes in matkel. They ae the bet know aout the marketdyamics.Flet owner ae main in S0 ‘k(Ls}Frequency 29°11 & 2(No ofrespondentsANALYSIS: 68% ofthe Gest owners use 0-10 lies of lubes daily ax po the survey, 22% ofthe fleet owners use 10-20 ters of bes daily as per the survey. 16 % ofthe Meet owners use 20-35 liters of lubes daily as pe he survey. 4Yq ofthe Met gwrers ute mate han SO Kier of Tubes dil a pr the survey. NFERENCE: Major ofthe Fleet owners use 0-10 liters of lubes fr tei vhiles a per the survey Noble School of Busnces 36 37. 31 Marketing staegy for lubricants among Fleet ower seymen GRAPH: 2CHART SHOWING QUANTITY OF LUBES USED DAILY. 35 3025 Frequency 20 1510.5 02 TO, 10-20 20-35. >50 k. QuantyNoble School of Business 37 38, 3K, Marketing sttegy for ubricants among Fleet ower sepment TABLE: 3 CHART SHOWING FROM WHOM THEY PURCHASE LUBRICANTSDISTRIBUTORS DEALERS COMPANY RETAILERS SALES PERSON 728 87 ANALYSIS: 14% of the Flet overs buy their bes fom the Distributors. 56% ofthe Fleet owners buy thet Iubesffom the dealers. 16% of the Fleet owners buy thee lbes from the company sales person. 14% ofthe Flee owners buy thet lubes from the reiilers INFERENCE: Major ofthe Feet owners buy thet lubscans from the Dealers Company salespersons sands inthe 2nd positon ax pe the survey Distributors standin the third position as pet the survey. Noble School of Busines 38 39,30. Marketing suatepy for bicans among Flect owner scpmen:GRAPH: 3CHART SHOWING FROM WHOM THEY PURCHASELUBRICANTS, FROM WHOM THEY PURCHASE 30 25 20 15 1050 DISTRIBUTOR DEALLK COMPANY RETAILERS SALES PERSONNoble School of Business 39 40,40, Marketing suategy for Ibricants among lect ower scpmen‘ TABLE: ATABLE SHOWING HOW OFTEN THEY BUY LUBRICANT PACK. REGULAR ONCE IN ‘ONCL IN ONCE IN A WEEK TWO WELKS MONTH 11 10 5 2¢ANALYSIS: 22% ofthe Fleet owners buy the lubes regularly at perth survey, 20% of the Fleet owner buy {he lubes once ina week as pe the survey. 10% ofthe Fleet owners buy the les once into weeks apr the survey. 48% of the Flet owners buy’ ht lubes gnce in a month per the survey INFERENCE: Major ofthe Feet ovmers buy the lobes once in a month as per the survey. Regular purchase of lubes stands in the second position as pr the Survey Nabe Sehool of Business 40 'L Marketing strategy for hbrieants among Fleet over segmentGRAPIK: 4CHART SHOWING HOW OFTEN THEY BUY LUBRICANT PACK. purchate 25 20 15 1050 REGULAR ONCE IN A ONCE IN TWO ONCE IN A WEEK WEEKS MONTHNoble School of Business 41 42,2. Marksting strategy for bricants among Fleet owner segmentTABLE: 5)TABLE SHOWING ATTRIBUTE WHEN SELECTING ALUBRICANT.I: BRAND NAME. RATING $43 21 NO. OF 30 1406 00 00 RESPONDENTSANALYSIS: 60% of the Fost owners gave 5 rating for the brand name, 24% ofthe Flot owners gave 4 rating for ‘he brand name. 12% of the Fest owners gave 3 rating forthe brand name INFERENCE: 60% ofthe Fleet overs gave more rating and preleence for he brand namie Noble Schoo of Business 2 45.43, Marketing strategy for Inbricants among Flest owner segmentGRAPH: 5 (1) HART SHOWING ATTRIBUTES TOWARDS “BRAND NAME"OFLUBRICANTS. [BRAND NAME 30 3025 20 15 14 106500054 52 INoble School of Business $3 44.44, Marking strategy for briants among Flest over semensTABLE: 52)TABLE SHOWING ATTRIBUTES TOWARDS “QUALITY” OFLUBRICANTS 2: QUALITY [RATING $43 21 NO, OF 41 07 02 00 00 RESPONDENTSANALYSIS: 2% ofthe Fest owners gave 5 rating to the Quality. 14% of the Fleet owners gave ating for he gility. 496 ofthe Fest owmers gave 3 rating fr the quality. NFERENCE: 2% ofthe Flect owners gave more rating end preference forthe quality Noble School of Business 44 45, 5. Manketing strategy for ican among leet owaer stgmentGRAPH: SQ)CHART SHOWING ATTRIBUTES TOWARDS "QUALITY" OFLUBRICANTS, QUALITY. ‘5040 3020 1005432 INoble Schoo of Business 45 46,45. Marketing stalegy for hbricants among Flect ower segment TABLE: 5(3)SHOWING ATTRIBUTES TOWARDS “PRICE” OF LUBRICANTS RATING $432 INO, OF 51125 9 OORESPONDENTSANALYSIS: 10% ofthe Flect owners gave 5 rating forthe price as per survey. 22% ofthe Fleet owners gave 4 rating for the pice a px survey. 50% ofthe Fleet owners gave 3 ating for the pic as per survey INFERENCE: Only 10% ofthe Feet owners give pelerence to the pie of the lubricants a pr the survey Noble School of Busincss 46 47.1 Marketing strategy for lbricants among Fleet ower segmentGRAPI: S(3)CHART SHOWING ATTRIBUTES TOWARDS “PRICE* OFLUBRICANTS PRICE 1 2 RATING 34505 10 15 20.25 NO. OF RESPONDENTSNoble shoo! of Busincts 47 48,48. Marketing strategy for hbrcants among leet ower segment TABLE: 6SIIOWING HAVE YOU CHANGED THE BRAND OF LUBE USEDIN PAST ONE YEAR. YES 1NO 08 42ANALYSIS: 16% ofthe Fest owners have switched to ther Iubricants 2s por the survey. 84% ofthe Fleet owners have not switched from the beans as po the surveyINFERENCE: 84% of the Fleet ovmers sre HARDCORE LOYALS. Hardcore loyal st loyal 0 one particular typeof products and they ae satisfied with that product Noble School of Busines 48 +4945. Marketing strategy for lnbricants among Fleet owner segmentGRAPIL: 6CHART SHOWING HAVE YOU CHANGED THE BRAND OF LUBEUSED IN PAST ONE. ‘YEAR. YES 16% NO Ss¥4Noble Schoo of Business 49 50, SU. Marketing strategy for hibrcants among Fleet owaer segment TABLE: ?SHOWING HOW IS THE SUPPLY OF LUBES TO YOU. GOOD AVERAGE BAD 41 08, ‘QOANALYSIS. 82% ofthe suply of lubes to Fletawnetss GOOD as per the survey. 18% ofthe supply of lubes to Fleet owes is AVERAGE a pr the survey.INFERENCE: Neatly 82% of the lubes supply to Flee overs GOOD as per the survey Noble School of Business 50 SL Marketing stategy for lubricants among Fleet over segmen"GRAPH: 7CHART SHOWING THE SUPPLY OF LUBES SUPPLY OF LUBES RESPONDENTS 35 30 2520 1510 5 0 GOOD AVERAGE BADNoble School of Business 51 52, 2 Marketing stategy for hbricants among Fleet owaer segment TABLE: KSHOWING SIZE OF LUBRICANTS PACK THEY BUY, Sf. 10H. Sol Rarel 11 83 DBANALYSIS: 56% ofthe Fleet owners buy lubricants in barrel as per the survey. 22% of the Flt owners buy Irian nS liter packs as pee the survey 16% ofthe Fleet ‘ers buy lubricants in 10 iter packs as pe the survey INFFRENCE. Major ofthe Fleet ownees buy the lubecants in bartels, 5 ies lubricants pack sands in 2nd postion as perthe survey. IOites lobes pack stunds in 3d position followed by 50 lites pack as per the survey Noble School of Business 52 58, Si Marketing sategy for hicans among Fleet owaer sepmentGRAPHT: SCHART SHOWING THE SIZE OF LUBRICANTS THEY BUY. sie of lubricants they buy 5 22% Bare 56% 10.16% 50 6Y4Noble School of Business 53 ‘4, SA Marketing strategy for lubricants among Fleet ohvaer seyment TABLE: SHOWING STOCK THEY KEEP AT A POINT OF TIME. Na stock 20-50 0-180 50-200 >200 115 108 16ANALYSIS: 32% ofthe Fleet owners keep slock more than 200 lites at a point of time. 22% ofthe Flet owners keep NO stock aa point of ime. 0% ofthe leet, ‘owners keep $0-1SOhtr of stock aa point of time, 168% ofthe Feet owners keep 150-200iters of Stock sta pont of ime. 10% ofthe Fleet owners keep 20-0hters ofthe Stock ata pont oftimeINFERENCE: I the vehicles are more than the Fleet owner will keep more stock at a point of ime. Major ofthe Fleet owner keep stock more than 200 Titers at per the survey Noble School of Busines 4 55, $¢ Marketing suategy for lubricants among Fleet owaer sepmen:GRAPHL: SCHART SHOWING STOCK THEY KEEP AT A POINT OF TIME. STOCK LEVEL AT A POINT ‘OF TIME >200 150-200 50-150 20-80 No stock 024 6 10 121416 I8Noble School of Business 55 56. 56. Marketing suategy for Iubricans among Flect owaerscgmen TABLE: 10SHOWING WOULD YOU LIKE TO USE HPCL PRODUCTS ATCOMPLETIVE RATES? YES, NO 18 35ANALYSIS: 70% ofthe Feet owners ae Ilardeore loyal 30% ofthe Feet owners are sof core loyal INFERENCE: Major ofthe Flee owners ae hardcore loyal, hence they won't ik wo switch fom one lube co ater. 70% ofthe Flect owners ae ot interested to switch thei uvieat brand Noble School of Business 56 57. SL Marketing slegy for hbrcans among Fleet ower segmeniGRAPH: 1OCHARI SHOWING WOULD YOU LIKE TO USE HPCL PRODUCISAT COMPLI RATES? 35 3025 2035 [5 10 1550 YES NONable School of Busnes 57 58, Sk. Marketing strategy for hbricants among Fleet ower segment TABLE: IISHOWINGS ARE YOU AWARE OF HPCL PRODUCTS. YES NO 13 S7ANALYSIS: 74% ofthe ‘Feet owners ae not aware ofthe HP lubricate as pr the survey. 26% of the Flet owner are aware ofthe ubrcens of HP as er the survey INFERENCE: Major of the Feet owners ae nt aware of HP produc. 74% OF The Met owners ae aware of the HP products beace the awarcness of the products of HP to Fleet owners ac necessaryNoble ‘School of Business 59, 52. Marketing strategy for hbrcants among Flect owner segmentGRAPH: 1ICHART SHOWINGS ARE YOU AWARE OF HPCL PRODUCTS, 37 NO 13 YES 5 1015 20, 2530 45 40Noble Schoo! of Business 59 (60,50 Marketing strategy for hircans among lect owner segmentFINDINGS: The study was conducted on “Marketing strategy fr lubricants among Fleetowner segment” by Usttbuting the questionnaze tothe Flat owners and the analsiswas doe. Following are the main findings rom the survey eonduced. 1 Brand image plays a inportan le in leet owners buying decision. 2. Some fee owner’s hed common complaints that no HPCL sales persons had Visited them. 3. Fleet owners care for their vehicles so much ‘hat they give fll mportsceto quality and elaiely lover preference to pice. 4.11 found that oly 26% ofthe Flt owners ste sare of HPC. lubricants. Its found ‘that 70% of the Fleet owners are not interested to switch their brand of lubricants. 6, As per the survey, major of the Flet owners are using lubricants of Castrol, followed by i 5 40NO OF IVE‘i 2 6. 6 ca @. 8 ©. ‘BECL. 7. 5 wos Sound that 66% of the flest owners wes 0-10 liters of hives dally os por the survey. &. Ki wes found thet 50% of the Flect owners buy aol inbes Sern tes daslers 9. leas found that 48% of the Fleet owners buy lubes once ina moth as per the survey. 10. Tt found thet $2% ofthe Fest owners gave 5 rating tothe Quality as pr the survey. 111s found tha 84% ofthe Flect ownrs have not switched fom the lubricant as pe the survey. 12. twas found that only 16% ofthe lect owners have switched ‘heir rand of labricants from past one year. 1, It was found that #2% of the supply of lubes to Fleet oners is GOOD as per the survey Noble School of Business 60 ‘SL Marketing strategy fr lubricants among Fleet over segment, Tt was fund 6% ofthe Fest owners buy Ibicanta in barel as pet the survey. 15 twas found that 32% ‘ofthe Fest owners kecp stock more than 200 liters at point of ime, 1, Flet owners were not ready to revel there business seretes 17. Flet owner ata to swt the Thbricant because may affect the vehicle as their perception Noble School of Busines 61 62. Marketing strategy for lubricants among Fleet owctsegmen'SUGGESTION S:During the course of my projet: have been able to identity some of the fctorswhich need to be consieted forthe furter upliftment snd progress of the company, ” Crate awareness about HPCL lubes for Feet owners by conducting Lube siinas Update Flet ‘owners on new brands’ Technology." The quality of products is curently satisfied but sil the company ha o look to increase in lometes inthe motors. Very few ofthe FHPCL products ae intensively promoted; wher as other products are not equally promated, Ths focus shouldbe on products equally. The company executives have Yo meet ‘he Fst ovners and present them a smal presentation about the HPCL fubes and products. Gif coupons should be given tothe customers and Fleet owners glans. This ‘motives them to uy the producs. | HPCL ha o create a eo change camp or Tee service campaign.) Brand awareness like display board, advertising, sould be eye ‘atohing 0 tht they can dra the atertion ofthe customers andthe Fst owners. 1 As the prices prety lee ax compared to aher competitor, thi made a negative perception in the mind of eutomers. They dubbed the praduct san infencequaliypeoduet So HPCL should promote bth (high priced ad low priced product) Smuancousl. 1 HPCL must sy and increase Fleet ones satisfaction by providing them with beter schemes. HPCL should adopt ferent strategies in different market fre according to ther demand and buying patter. | Mor than the schemes and offer fest owners expect higher ered period from the distibutors. The company ould provide it the let owner would be more happy and stock mote HPCL products.) HPCL has to concentrate more on increasing ther brand awareness Noble School of Basins 62 (62 Marketing strategy for lubricants among Fleet ovasrsegmentCONCLUSION: The Indian lubricats industry i curently crowded with lt of playsrsand few more players te expected ener the market. Al layers ae fighting at togel a maximum share in which even I means 8 cose sales So the main weapon ofall players i effective ‘marketing strategy HPCL has adopted many markeingswategy and create awareness o capture the market level bu sil it snot able tocome isthe op brabds ix country inthe Inbricant segment. The main facior tat nuences purchasing decision of all let ewnersind consumers isthe quality an the brand name of a produc, Cast is ‘beensuecesful in doing that by going all ut in advertisements. HPCL now has a goodawareness wih the let owner bu stil they are hesitant to go ahead withthe brand ina big way: The mai reson for his being slack of euntomer demand awareness More than ils the dealer ate expesting good support fom te feet owners, expecigood ‘elationship with the company and some price discounts. I canbe conclude by saying that iC HPCL. goes on with pomotonalacvites at local evel and havea good relationship with the Fleet owners and providlhern wit adequate suppor ican eaptre a huge postion of market So HPCL musiconentrate on building a huge Brand for ‘oduct which will serve abet markctingtoal for lat many years to come. I can be conclude by saying that i HPC. gocs on with promosionalatvitcs t local evel and have {good relationship withthe fleet owner providingtbem with suppor ican capure a huge potion of marks. So HPCL must conceatatelt building a huge brand for its product ‘which wil serve athe best markesing toa alot many Yeats to came Noble School of Business 63 ‘31 Minketing strategy for bricants among Fleet over segment BIDLIOGRAPHY I, BOOKS: 1) Marketing Management - ICFAL -PHLIP KOTLAR © Moder Marketing ~ RSNPILLAIBAGAVAT Research Design ~ Tata McGraw-Hill publications 2. NEWS PAPER REFFERED: Ramesh, Kumar "HPCL lubricants can capture 30% market sae" Busines Line 3. ARTICLES: - Mita may buy HPCL refinery stakeNoble School of Busines 64 [55 Marketing stategy fr labvicats among Fleet over segment 4. WEB SITES: tp_/waw google.com _ hnpuivwacen wikipedia og | hpswww.nyipelcom | lanpwrwcatrol com ep-/worehpel com — hp:www shel com — hip: www indalubescom _ htpsww hpel comNoble School of Business 65 (65: Marketing strategy for lubricants among Flet over segrent STUDY ON MARKETING STRATEGY FOR LUBRICANTS AMONG FLEET OWNER SEGMENT. NOBLE SCHOOL OF BUSINESS, BANGALORE QUESTIONNAIRE FOR FLEET OWNERSDeae Sip Madara am a V1B.B M. student representing NSB-BANGALORE. sam doing my projects apart of eoure in HPCL Regional office, Bangalore under MeGyan Prakash Fxective sales offer [am assigned a project ot "MARKETING. STRATEGYFOR LUBRICANTS AMONG FLEET OWNER SEGMENT" Iwill be obliged ifyou spare your ume to illu this questionnaire 1. Name: 2. Adres: 3. Choose ‘eave ha you necting |] HPL (alin } Vendo] Pen [Cast Shel [] Seo [FUT T MART] Any te sens sme the product brand you useNoble School of Business 66 ‘Naatatag satay Tr Wan oop Fes ommervet& Ouay a be use ay [] 0-10 tes) 10-20 es [] 20:35 liters] 6-0 fers [] mow than $0 Iters 6. From whom do you purchase this lubricant pack? [| Distributors |] Dealers] Company”s salesperson 7. What isthe sizeof the lubricant pac that you frequently ‘buy? ] sites [] liter [| 20ter [bared [| Aa ater spit 8 How often do you purchase this lubricant pack? [ JOnee ina week [] Once in swo ‘weeks |] Once every month 9. Rate the importance of the following abures When slocing aubrcant~ Brand name: Very high S321 Verylow (Qualy: Very high 532. Verylow'» Price: Very igh S__4__3_-2__I__ Very low 1 Credit Very high 3__4__3._7-_“T_Verylow IF any othe, speciy. 10 Have you come aro5spromtional programs ike waiaings, workshop mee, Hew oduct aun ee, oF any of ‘he below ise sricant companies Noble School af Business 6 ‘6. Marketing strategy for ubicants among Fleet owncr segment [] HPCL ]Valvolne[ ]Veedo [| Peanzoil |] Casto [Sel |] servo [] EI] MAK [ ] Any other specify 11, What do you expe tom lubricant company? Most prefered Teast [reToved 7 Conia waning prowrams’S__@__3__7__1__TToTblpinbusinets growth: 5 4_ 32 ]__F Brand association (Paningy and play boards) §_ 432111 BdveitonalneedsTorfmilyS__4_— 321-1 Healhroltednewis(nsuanee): S321” Specily your ther wan 12: Have you come aeous rpicsentaive aFany ofthese ubricans companies in te pasta months] HPCL [Valvoline [ ‘eed |} Pomel] CanvaT[ [Shel | Tsao) Ff |] MAK [] Any other specify 13 ave you changed th ‘rand of brian usd in past 1 year? [] Yes[ | No™ Ifyes, which bvand? if no, low Tong have you Dees using WTA How much tock do you kexp at any point of ime?) 20-80 liters [] 50-50 ters 150-200 liters [} More than 200 liersNoble School of Business 68 19, Masketingsategy fr lubricants among Fleet ovncr segment 15. How is supply of lubes o ou? [] Good [] Avetage [ ] Bad 16. WOULD YOU LIKE TO USE HPCL. PRODUCTS IF THLE SAME IS MADE AVAILABLE TO YOU AT HIGHLY COMPLETIVE RATES? [] Yes [] No 17. Are you aware of IIPCL lubricants? (} YES [ ] NoRematks Thank you f5F Your operation YOURS SINCERELY [RAGHAVENDRA.GS]Noble Shoal of Business 7 RecommendedOOOO)sal Telecom Roadshow Presentation 2014 cep Linked Corporation © 2017 Share Clipboard [Ere omat areases fond [Send Fail sent sucess fat erenee + Facebook 2 Titer Linkedin | PPablic clipboards featuring this slideCe No publi lpboards found fortis slide Save the most important slides with Clipping. ‘Clipping sa handy way to collect and organize the most important slides from a presentation. You «an keep your great finds in clipboards organized around topes Ne bak, Contrus to download, Select another ipboard e [Looks ike you've lipped his sie to sendy, [Seaen tos cpa Crate ipod You just clipped your frst slide! Clipping is a handy way to collet important sides you want ogo beck to late. 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