Agenda

Roll out of Dhruva initiative / Performance of Dhruva

Definition of archetypes

Key elements of FIT

Key elements of SEVA

Branded Fuels Initiative & Marketing Collaterals

Dealer Management – R&R

Non Pilot Initiatives

Dhruva – Phase-III Roll Out

 Phase-IV

Milestones
Jun’18- Nov’18
Phase-III
Dec’17- Jun’18

Phase-II
40% 27% Jun’17- Nov’17

Phase-I
•SOs : 16 Dec’16-May’17
7124 3522 •DOs : 70

26% 14%
•RSAs :All
Pilot

• SOs : 16
Sep-Nov’16
2502 • DOs : 70
• RSAs :All

10% 4%
•SOs : 13
1000 •DOs : 48
•RSAs : 258
1% 0.4%
• SOs : 7
Vol RO 100 • DOs : 12
Share Share • RSAs : 40
 PSO-583

DSO-469
UPSO II-408 Footprints
UPSO I-637 7124
RSO-477
BSO-503 ROs

GSO-345 MPSO-503

IOAOD-211

MSO-546 WBSO-374
OSO-254

KASO-469
TAPSO-564

TNSO-520
KESO-261
Pilot +
Phase-II Phase-III
Phase-I
164 224 33
130 267 67
179 862 773
58 48 25
69 185 260
247 477 554
183 395 1681
68 46 129
1098 2504 3522
Definition of archetypes
Archetype definition
Highway Origin
D1 or D2 + distance from
major industrial hub <=25 KM
Highway Flagship
D1 or D2 + RO is a natural
halting point for drivers
Highway Standard
D1 or D2, RO is not Origin or
Flagship, then Standard
Metro- 4W
A or B +income level of >10
Lakhs >=15%+footfalls(4w)>30%
Metro- 2W
05 A or B + income level of >10
Lakhs >=15%,footfalls (4w)<30%
Non-Metro
A or B + income level of >10 Lakhs <15%
06 C + distance from city <=10KM
C +distance from city >10KM +footfalls
(2W+4W) >50%
Rural Core Agri
07 C +distance from city >10KM+ footfalls
(2W+4W) < 50% + bulk volume <50%
E +bulk volume <50%
Rural Industry Trade
08 C +distance from city >10KM+ footfalls
(2W+4W) < 50% + bulk volume >50%
E + bulk volume >50%
Facilities Improvement & Turnaround
{FIT}
 Common Facilities across archetypes

Sr. No. Facility Sr. No. Facility

1 Tank 12 Illumination
Air Facility (Excluding Heavy Duty)
2 Dispensing Pump 13 (Compressor & Digital Air Gauge)
(within RO premises)
3 Pump island 14 Purified Drinking water Facility
4 Canopy 15 Electrical Panel & Panel Room
5 Driveway & Entry/Exit Approaches 16 Debit/Credit Card Payment Terminal
6 Sales Building / Porta cabin 17 Inverter with battery bank
Standard DG Set with acoustic
7 Toilets - Gents 18
enclosure
8 Toilets- Ladies 19 First aid Kit
9 Boundary Wall / Chain Link fencing 20 Telephone
10 Main Signage 21 Dustbin
11 Hoarding 22 Lube Display
23. Loyalty POS –XTRAPOWER 24. Loyalty POS XTRAREWARD 25. CCTV 26.
Product/Facility / Directional signage { not in Rural archetype}
 Archetype-wise Facilities – Highway Segment

Highway Standard
1. Secured Parking facility
with CCTV
2. High mast Signage
3. Solarisation
29 Facilities
Highway Flagship
Highway Origin
1. Heavy Duty Air Facility (10 HP)
2. Commercial RO Water Facility
3. Shower/Bathing facility 1. Tyre / Vehicle repair
4. Driver Rest room/Dormitory
5. Toilet Block
2. High mast Signage
6. Open Houda
7. Self Cooking Facility
8. Tyre /Vehicle Repair 3. Solarisation
9. Launderette
10.Dhaba/restaurant
11.Highway Assistance
12.Secured Parking facility with CCTV
13.Highmast Signage
14.Solarisation
40 Facilities 29 Facilities

67% 67%
23% 67% 67% 10% 10% 23% 23%
23%
10% 10%
 Archetype wise Facilities – Urban

Hybrid
1.Windshield Cleaning
2.Vacuum Cleaning- Cars
3.Mechanic for Basic checks
(PIT Stop)
4.Tyre /Vehicle Repair
1. Q Controller
Metro- 4W
Metro-2W
1.Windshield Cleaning
2.Vacuum Cleaning- Cars 1. Q Controller
3.Mechanic for Basic checks (PIT Stop)
4.Tyre /Vehicle Repair

30 Facilities 26 Facilities
30 Facilities
1% 1%

48% 51% 51%

48% 48%
51%
 Archetype wise Facilities – Non-Metro / Rural

Non Metro
Rural Industry Trade Rural Core Agro
1.Loyalty POS –XTRAPOWER
1.KSK Signage 1.KSK Signage
2. Loyalty POS XTRAREWARD
2.Building Signage 2.Building Signage
(Applicable For KSK Only)
3. CCTV (Applicable For KSK Only)
4. Product/Facility / Directional
3. Solarisation 3. Solarisation
signage
4. Loyalty POS –XTRAPOWER

26 Facilities 25 Facilities
26 Facilities
33%
60%
7% 7% 33% 60% 60% 33% 33%
60%

7% 7%
Service Excellence thru Validation &
Adherence
{SEVA}
Key components & enhancers of SEVA
 Archetype wise SEVA - Care Packages

Basic care or Rural care

Premium care or Speedy care or Driver care

Care Packages by Archetype:

URBAN RURAL HIGHWAY
Metro Metro Industry Network Network
Non-Metro Core Agri Origin
4 wheeler 2 wheeler Trade Flagship Standard
Basic care Rural care Basic care
Premium
Speedy care Driver care
care
 Archetype wise SEVA - Care Packages

Basic/ Premium Care Speedy Care Driver Care

Rural Care
 Marshalling  Different dress for  Quicken the payment  Offer a mechanic
 Prompt service CAs in these outlets journey service for
 Q&Q certainty  Provide a well  Dedicated DUs for performing a quick
 Polite & personal maintained "pit stop" two wheelers check
care for quick servicing  Q Controllers to  Offer dedicated
 Clean and well  Ensure windshield segregate traffic parking to customers
maintained cleaning is done  Token based  Provide coupons for
 RVI  Perform 7 quick payment mechanism using facilities like
 Driveway checks – coolant, to be used during dhaba, laundry
 DU, Air brake lights, tyre rush hours services
facility checks, brake oil,  Enable differentiated  Functioning and well
 Sales building head lights, engine speedy service maintained
 Toilet oil, wiper fluid  Clear signage to  Parking
 Functioning  Ensure facility of highlight the same  Dormitory
water cooler, vacuum cleaning is  Ordered traffic flow  Bathing area
first aid box & well maintained and  Pre-payment before  Dhaba
telephone available for use (Pay entering the RO
per use facility)
Key SEVA Elements

• Incentive for best performing CA

• CA Evaluation by the Dealer in eledger. Frequency of evaluation once in a week.
• Recognitions and monetary rewards
 CA who has undergone the 'CHETNA+will be given a Bronze Badge with 1 Star.
 Based on the evaluation, 3 CAs in each Retail Outlet will be adjudged the best
performing CAs in a month,
 CA incentive : Best CA:Rs. 500, 1st runner-up:Rs. 350, 2nd runner-up: Rs. 250
 All three best performers will earn 1 star. CA with 1 Star Bronze Badge will be
upgraded to 2-Star Bronze Badge. In the next month, if the same CA is among the
top 3, he will be upgraded to 3-Star Bronze, and so on
 CA will be debarred from the Cash Incentive after he receives the award in 3
consecutive months for the next 2 months.

• Board dimensions – 2 x 3 ft

• Board material - Orange (IOCL corporate colour) velvet with

padding with aluminium frame

• Top band dimensions - 6.22 in x 21.72 in

• Top band material – Glossy Paper to be fixed on the frame

white background with blue band (IOC
colour) (not to be pin up)

• Photo frame dimensions – 11.69 in x 8.27 in (photo-7 x 5 in)

• Photo frame material – Glossy paper

Key SEVA Elements

• Posters to be printed on quality photo paper (Size 14”WX 19”L) fixed on felt board
and displayed in the Sales Room / Change Room
• Posters not to be displayed outside Sales building
• Posters to be mounted on a felt board as per the below dimensions:
SIZE: 4 ft X 3 ft; MATERIAL: FELT BOARD WITH BLUE BACKGROUND

• Applicable Care packages

• Metro 4 Wheeler: Premium Care
• Metro 2 Wheeler: Speedy Care
• Non Metro, Highway Origin, Highway Standard : Basic Care
• Rural Core Agri & Rural Industry Trade : Rural Care
• Highway Flagship : Driver Care

• SOP Booklets to be printed in Photo Quality paper. All CAs to be given booklet
in A6 Size and Dealer/Manager to be given booklet in A4 size

• Available in 11 Languages
Training & enablement
 Training

Training Agency appointed (upto Phase-II)

60000+ Customer Attendants trained
Name of
State Office allocated
Vendor
1. DSO 6. UPSO-I
2. KASO 7. TNSO
M/s. Indus
3. GSO 8. WBSO 2900+ Dealers covered…
4. MSO 9. OSO
5. TAPSO, 10. MPSO
1. PSO 6. IOAOD
2. RSO
M/s. Hero
3. UPSOII 2200+ CA TTT trained…
Mindmine
4. KESO
5. BSO Parivartan
Dealer Training
• 1 day training to Dealer & Manager
• 5 day training to New Dealers 550+ Dealer Trainings…

CA Training New Dealer

• CA training
• CA ‘Train The Trainers’ (TTT)
 Training : Dealers and CAs

• 1 day non-residential Training program for Retail Outlet Dealers and Managers

• 5-day Residential Induction Training Program for New RO dealers

Scope of work
1. The training will be conducted at 3-star hotel duly approved by IOCL.
2. Average batch size for the training shall be 30 Nos. However, same may vary from location to
location.
3. The vendor will arrange for Breakfast, Lunch and two teas with cookies & one snack
4. The vendor will supply Training folder in English/Hindi or Vernacular language
5. The vendor will arrange prizes for the winners of Quiz (5 prizes of approx. value of Rs.200/-
each)
6. The vendor will issue certificates to the participants on successful completion of the training
 Training : Dealers and CAs

Training of Retail Outlet Customer Attendants

Scope of work
1. Delivery of 2 Nos. On-site training by professional trainers at the RO. Each of the training will be
for one day in two batches to cover 100% CAs working in different shifts. .
2. Duration of each training session will be 4 Hrs. each.
3. Vendor’s Trainer to carry laptop, portable speakers, Pen drive and LED projector
4. Training content shall be loaded on desktops/laptop/tabs at the ROs for use during the refresher
training
5. The training shall be both Class Room and On the Job training.
6. To issue certificates to the participants on successful completion of the training.
7. The training sessions at most of the ROs would be exclusively for all CAs of that RO. However, in
30% cases clustering shall be done i.e. CAs from some ROs may be called at an identified RO to
facilitate the sessions. The clustering of the RO would be done by the vendor (s) in consultation
with IOCL
 Training : Dealers and CAs

TTT of identified CA Trainers shadowing of CA Trainers during refresher training

Scope of work
1. One Full day classroom “Train the Trainer” program for identified CA trainers
2. Number of CA trainers per batch would be 25 (maximum)
3. Venue for the “Train the Trainer” (TTT) will be provided by the vendor. Preferably be situated
in Divisional Office Head Quarter and should have basic training facilities
4. Vendor will make arrangement for Lunch, tea/coffee, snacks
5. Vendor’s Trainer will shadow CA Trainers during their first onsite delivery (To be clubbed with
second onsite refresher training by the vendor’s trainer), identify the gaps in delivery and bridge
the gaps.
6. To issue certificates to the participants on successful completion of the training
Other Important Clause :
• IOCL shall carry out random evaluation of the trainers during delivery of the project and will
have right to decline the services of any of the trainer during the currency of the project
• In such event, vendor will ensure repeat training for all the trainings conducted by such trainers
at their own cost and also replace the trainer with other IOCL certified trainer within 1 week.
• ( Format for carrying out the trainer’s evaluation shared with the SDCs)
 Training : Flipcharts for CA TTT

For Pilot & Phase-1 ROs

• Flipcharts of the training content to be provided by DOs, wherever computer

facility is not available at RO premises

• Printed on A2(16.5’’X 23.4’’)/A3(11.7’’ X 16.5’’) size chart paper and laminated

for reuse and Spiral bound on the longer side
 CA Evaluation

• Evaluation is to be carried out by the dealer once in a week; on any day during the weeks time
• Cannot be carried out in the second week & so on
• Best 3 CA names shall be displayed only where the CA evaluation has been carried out minimum 4 times in a month
• Performance of the CA evaluation shall be captured in the weekly Dhruva Leaderboard (under process)
TPC Quality
Assurance
 Third Party Certification (TPC)

Audit will be conducted

Name of Vendor State Office allocated under the following heads
1. DSO Branded Fuel
6. UPSO-I
High Ground 2. MSO
7. RSO
Enterprises 3. OSO Safety
8. PSO
Limited 4. TNSO
5. KASO,
9. IOAOD Automation
International 1. GSO SEVA – Add On
1. MPSO
Certification 2. TAPSO
Services 3. WBSO
2. BSO SEVA
3. KESO
Pvt. Limited 4. UPSO-II Facility
 Third Party Audits

 Audits on real time basis through digital tools e.g. Laptop, Tab etc
 e-audits as per the formats - archetype-wise
 Auditor’s min. qual. – Engg. Diploma with 2 year experience or B.E/B.TECH with 1 year experience.
 Auditor to spend quality time at ROs - not to inspect > 3 ROs in a day.
 All audits on surprise basis
 Frequency of Audits - Quarterly for Dhruva ROs & Network ROs and once in a year for others
 All Audits along with scores (Overall/Parameter wise) & photos to FO, DO & SO
 SRH will receive a summary of audits monthly with No of audits and scores. Mandatory Photographs
will be available in the digital portal accessible to users (FO, DRSM, State FPR, State Retail Head, HO)
 Repeat Non Compliance (NC) escalated to SRH from the 2nd report
 Call / SMS alert on Q&Q failures of any RO on real time basis to FO, DRSM and State FPR
 Dealer Score Card {under approval}

 Dealers to be monitored thru Dealer Score Card

 Key matrices of Business Performance, RO Standards Compliance and Dealer citizenship
 Dealer will be classified under three levels:
 Elite – Top 5 %
 Champions – 10%
 Regular – Balance 85%
 Will convey key Dhruva metrics on a monthly basis on e-Ledger
 Their own absolute performance
 Change in performance compared to last month & corresponding month of the last
year
 Their ranking for each metric, compared to other ROs of same archetype in the
 DO
 Nationally
 Overall Rating will be calculated as a weighted sum of Business Performance and RO
Standards compliance metrics
 Overall score = Sum of (division-archetype percentile x weight) across fuel sales, market
share, branded fuel conversion, loyalty sales, FIT & SEVA
Branded Fuels
(Xperience)
 Branded Fuels

Key Activities
• Trainings to Dealers & CAs
• SOP Adherence
• Promotional Activities at RO : Freebies
• Branding collaterals
Column cladding
DU Branding
Ponchos for CAs
Standees
 Branded Fuel Incentive Scheme

Salient features of Customer attendant incentive Scheme (valid till 31.03.18):

1.Applicable for select CAs (to be selected by the dealer in consultation with the FO)
2.Incentive to be paid on incremental volumes achieved over baseline conversion
3.Incentive will be distributed through Virtual Cards

Scheme slab is as below:

Existing XTRAPREMIUM
Increase in Conversion Proposed Incentive
conversion Slab
(%) (Rs/KL)
(% conversion)
0-5 2-5 250
5-10 300
10 and above 350
5.01-15 2-5 350
5-10 400
10 and above 450
15.01 and above 2-5 450
5-10 500
10 and above 550
 Branded fuels SOPs for dealers

1 DU which is most conveniently located should be put on branded fuel

2 Dealer must ensure that Branded fuel CAs and Marshal wears ponchos with XTRAPREMIUM branding

3 Best staff should be placed for XTRAPREMIUM , where separate island is available or on MPD having XP.

4 Dealer to promote incentive schemes to his customer attendants.

If the customer has opted for XP, then he should be given priority in fuelling /payment. In case of MPD, one side of
5
DU needs to be kept for Branded fuels, wherever Possible.

The Windshield should be cleaned for a Four Wheeler and Area around fuel tank should be cleaned for
Two Wheeler.
6
Freebies / Giveaways to be given for Branded Fuel Customers
(Ex:Tissues, Mouth Freshener Sachets, Hand Sanitizers Sachets, Water Bottles)

7 Dealer to ensure that publicity material is properly placed at RO and proper branding of XP is maintained.

The dealer should meet the branded fuel customers as they are the best messengers of benefits they drive out of
8
using branded fuels. This acts as recognition of Branded fuels customer.
 Simplified Branded Fuel SOPs for CAs

Branded fuel CAs and Marshal should wear ponchos with XTRAPREMIUM branding
1

He should ask the customer, if he requires MS, XP or HSD

2

3 Customer to be properly guided to the required Island

The Windshield should be cleaned for a Four Wheeler and Area around fuel tank should be cleaned for
4
Two Wheeler.

In case where customer has not opted for XP, the customer attendant should again ask if he would like to have a
5
better fuel

The customer attendant should follow the Pitch suggested for promotion of branded fuels
6
Marketing Collaterals
 Monolith Wrap Arounds

Premium Care Speedy Care Driver Care Rural Care

• Basic substrate would be foam board of 3 mm thickness

• Creative printing on the board : solvent printing (and not inkjet printing)
• Creative can be directly printed on the foam board or on vinyl sheets and pasted on the foam board
• Boards can be held together by a mechanism of strapping over the sides of the monolith
 CA - Pictorial SOPs

Specifications Basic Care Driver Care Rural Care

Premium Care Speedy Care

Material :-
• Transparent Acrylic sheet (Sandwich type) with care
package print in between
• Care package printed sheet – 34” x 46” with Trance
light sheet ( Eco Solvent print)
Where to place
• Sales Room
• CA Change Room ( Where space is not available in
sales room)
 Marketing Collaterals

Vacuum Cleaning Token System Branded Fuel DU

 CA Uniform

Pitstop Jumpsuit Pit Stop Jumpsuit

Premium/Speedy
Specification
Care

Winter
Uniform
 mPower Plus – Dhruva Markers

Highway Highway Highway Rural Core Rural

Metro 4 W Metro 2 W Non Metro
Flagship Origin Standard Agri Ind/Trade

Wall Of Fame display

CA Badges worn
(Bronze/Silver/Gold star &
category as per evaluation)

Queue Controllers placed NA NA NA NA NA NA NA

PIT Stop facility available NA NA NA NA NA NA NA

Differentiated Uniform for

NA NA NA NA NA NA
CAs

Toilet Block available NA NA NA NA NA NA NA

Driver Rest Area available NA NA NA NA NA NA NA

Bathing Facility (Houda)

NA NA NA NA NA NA NA
available

Monolith Wraparound NA NA NA NA

Display board regarding

NA NA
CCTV Surveillance

Display board regarding

Credit/Debit Card NA NA
Acceptance
Working Xtrapower POS
NA NA NA NA NA NA NA
Machine

Adequate Illumination

Windshield Cleaning NA NA NA NA NA NA NA
 03 mm
½” Thickness
(22”X22”) Ivory
For ROs without Canopy
Dia
SS Color ACM To be pasted on the sales
Stud Sheet building top corner entry side
3 mm Thickness IOC
Orange Color Acrylic (on the wall beneath the fascia)
Sheet with Laser
cutting to be pasted
(Wall Mounted)
on the base sheet

18 Inches

22 Inches
10 mm thick
transparent acrylic
sheet to be laser
cut as Dhruva Logo
(in single piece) will
form the base sheet

6 Inch 3 mm Thickness
dia of IOC Blue Color
the Acrylic Sheet
blue with Laser
circle cutting to be
18 Inches pasted on the
22 Inches base sheet
10 mm thick transparent
acrylic sheet to be laser
cut as Dhruva Logo (in
single piece) will form the
base sheet
18 Inches

3 mm Thickness IOC
Orange Color Acrylic Sheet
with Laser cutting (to be
For ROs with Canopy
pasted on the base sheet) To be pasted on the Entry side
6 Inch of rear Canopy column (with
dia of
the
3 mm Thickness IOC Blue
Color Acrylic Sheet with
double sided 3M tapes)
blue Laser cutting (to be pasted
circle on the base sheet)
 Queue post Sign Holder- Specification

Size (Total Height) 3ft (Base Height : 2 inches + Pole Height with
retractable external head mechanism : 34
inches )
Base Dia 12 inch
Pole Dia 2.5 Inch
Thickness: 1 MM (19 Gauge)
Material Stainless Steel 202
Finish Mirror
Strap Polyester Tape, 2.5 m length, width 2 inches.

Item Name Display Stand Holder

Frame Landscape Orientation, 17.5 inches (w)x 12.5 inches (h) –

Frame Thickness 1 inch on all 4 sides . Three sides of the
Display board are Closed and Top Side are Open for Fixing
and inserting the Message inside it. Sample picture
Mounting With Steel Holder which mounts into Queue Controller
(detachable type). Height between top of Metal Adapter
and the base of the Display Board is 4.5 inches
Thickness 1 MM (19 Gauge)
Height of 3 Inch
Claws
Material Stainless Steel 202
Finish Mirror
Queue post Sign Holder- Specification

Material 3mm acrylic

Size A3 Size ( 16.5 inches (w)x 11.5 inches (h))
Phase-III Roll Out
 Phase –III Archetypes & Volumes – PSO

HIGHWAY RURAL URBAN TOTAL

50 168 66 284

Average Sales figures for period Apr-Dec’17

Core Industry Highway Highway Highway Metro Metro Non
DO/SO Total
Agri Trade Flagship Origin Standard 4W 2W Metro
Bhatinda 21 -- -- 9 1 -- -- 17 48
Chandigarh 19 6 -- 5 3 -- 2 3 38
Jalandhar 25 -- -- -- 8 -- 4 11 48
Jammu 16 1 -- 2 2 2 -- 4 27
Sangrur 31 -- -- -- 8 -- 2 7 48
Shimla 10 5 -- -- 5 -- -- 8 28
Amritsar 34 -- -- 7 -- -- 4 2 47
156 12 -- 23 27 2 12 52 284
Short Term Formats
 Short Term : Roll out plan

Short-term Formats
 Improving customer traffic pattern at RO

 Layout changes without relocating permanent structures

 Incremental sales by

 De-cluttering & debottlenecking peak hour traffic

 Increasing footfall

Objective
 Volume growth

 Fuelling time of the customer

 Improvement in customer satisfaction

 Key Milestones : Short Term Formats

Step 2 Step 4
Study of the
traffic flow Freeze the
Assessment
and vehicle plan with
of the gains
pattern timelines
15.03.18 07.04.18 30.09.18

25.03.18 15.06.18
Outcome of On-ground
the traffic implementa
study to be tion of the
analyzed plan for
for achieving
identifying volume
Pain points gains
Step 1 Step 3 Step 5
 Desired Improvements

Aesthetics Realignment
Issues Identified Issues Identified
Change Island protectors, Queue Controllers (2W), Rear 2 islands angular with drive out position for
Dust Bins to Steel 2/3 Wheelers
Canopy repair
DU Re-alignment
Rear portion of RO building need proper paving
Removal of inside island dumb-bell
Awning for front islands
Toilet – Women privacy - Segregation of Gents &
Ladies toilets at entry
Painting of paver blocks
Shortening of front HSD island & Canopy
Water Fountain in adjacent area (optional)

Buffer Strip area beautification Shifting of Automation system

Refurbishing of Porta cabin along with RVI Shifting of Porta cabin to back side
 Desired Improvements
Traffic Flow Management
Issues Identified
Explore increasing flow rate of DUs to speed up 2W
fuelling
Front Island to be kept same for 4W (MS & HSD)
Paint marking flow of vehicles on driveway on entry &
exit for island bays
• Prominent marking of Arrows & Vehicle Mnemonics in
fluorescent good quality paint
• Idle islands of 4W to be used for 2W fuelling in peak hours
RCC/PB Approaches
Floor Reflectors for approaches
Air facility in buffer to have 2 functional Air gauges.
DAG at Island - 4 Nozzle DAG at Island for car customers
and single nozzle for 2 wheeler
Shifting of air facility towards boundary wall
Higher capacity air compressor
Chamfer 2 walls of front corner Lube Room for better
flow of vehicles
Pit Stop & Vacuum cleaning service to be offered on
the rear wall (where there is parking shed currently)
De-clutter
Issues Identified
Old wooden Lube display to be removed, Lube display
to be refurbished.
PUC Cabin to be relocated and reduced in size
Punctureman cabin to be relocated;
old tyres to be removed.
Clutter of sign boards to be removed
Dealer’s TT to be parked outside RO premises
Removal of temporary structure on back side
DG set to be relocated in the area behind sales
building
Electrical Panel area to be made clutter free
Relocate water cooler
Remove old air tower in the ingress
Awning canopy to be provided for rain protection
Tank lorry platform marking
Shifting of Compressor
Rural Initiative
 Key Milestones : Rural Initiative

Milestone Target Timeline

Joint EO/FO / TPA Survey to identify 31.03.18

ST/MT/LT interventions

Implementation of the interventions 31.03.18

ST Fix Complete 4 Weeks

MT Fix Complete 8 Weeks

LT Fix Complete 16 Weeks

Root Cause Analysis 15.03.18

Action against RCA 31.05.18

 Root Cause Analysis

Aim to lift our KSK volumes

Process of Identification Root Cause Analysis Support and Implement

Identify the bottom 15% ROs Dealer Identifies and

within each market class
based on total average pm
ranks the top 5 Root
volume (MS+HSD) Causes

+ FO to implement the
support options on
Compare the volumes of
FO identifies and ranks ground, with close
each selected RO with the
trading area average the top 5 Root Causes monitoring on progress
from DO

Select RO as tail RO if DO Finalises Root

volume difference more than Causes for RO and gives
10% of trading area average support options
 Root Cause Analysis

Reason for low sales performance in order of priority : Dealer Ranking

a) Inadequate Infrastructure provided by IOCL
b) Inadequate Infrastructure provided by dealer
c) Financial Capabilities
d) Business acumen
e) Low Motivation
f) Low sales potential
g) Intense competition/ Competitive area
h) Poor dealer involvement
i) Poor Q & Q perception of Retail Outlet
j) Inadequate support from Field Officer
k) Inadequate support from Divisional Office
l) Maintenance issues
m) Supply constraints
n) Low profitability from business
o) Low engagement program by corporation
p) Inadequate subsidy support from corporation
q) Any other ( Please specify)
(i) Reconstitution (if any)
(ii)
 Rural Loyalty

Initiatives
• “Kisan Mela” to be organised at KSKs/Rural ROs as a part of social engagement
programme.
• Agencies like Banks, Fertilizer & Seed marketing companies, Farming equipment
Agencies, Commercial vehicle manufacturers etc to be engaged.
• Free health check-up camps can also be organized along with free distribution of
medicines.
• Local agricultural experts - Block Krishi Officer etc to be invited
• Public engagement activities like lucky draw may be organised
• The data base of farmers to be created
Dealer Management
 Tail Management Process

Process of Identification Root Cause Analysis Support and Implement

Identify the bottom 15% ROs Dealer Identifies and

within each market class
based on total average pm
ranks the top 5 Root
volume (MS+HSD) Causes

+ FO to implement the
support options on
Compare the volumes of
FO identifies and ranks ground, with close
each selected RO with the
trading area average the top 5 Root Causes monitoring on progress
from DO

Select RO as tail RO if DO Finalises Root

volume difference more than Causes for RO and gives
10% of trading area average support options
 100 Ka Sankalp

 Aim to lift our KSK volumes to the 100 KLPM

 Part of MOU targets this year under the Dhruva composite score.

 Being monitored thru Sate Office trackers

 RCA to be conducted in line with ATTAIN ROs and identified support to be

implemented
 Tail Management –Root Cause Analysis

Reason for low sales performance in order of priority : Dealer Ranking

a) Inadequate Infrastructure provided by IOCL
b) Inadequate Infrastructure provided by dealer
c) Financial Capabilities
d) Business acumen
e) Low Motivation
f) Low sales potential
g) Intense competition/ Competitive area
h) Poor dealer involvement
i) Poor Q & Q perception of Retail Outlet
j) Inadequate support from Field Officer
k) Inadequate support from Divisional Office
l) Maintenance issues
m) Supply constraints
n) Low profitability from business
o) Low engagement program by corporation
p) Inadequate subsidy support from corporation
q) Any other ( Please specify)
(i) Reconstitution (if any)
(ii)
IOC Rewards & Recognition
 Dhruva Leader Board

 Wall of Fame to recognize top performing State Offices on weekly basis

 Measured on set of objective criterion based on key initiative such as:-
 Facility completion
 Branded Fuel Sales
 Performance of ATTAIN ROs
 Achievement of RO sales target
 Implementation of CA Reward & Recognition scheme
 Score of Spot checks during field visit.
 Brings an element of gamification by encouraging State Offices to compete
with each other to be at the top spots
 Engages all stake holders in SO to motivate field force
 IOC R&R - Quiz

• Top 3 Field Officers with highest cumulative

scores in Phase-1 & Phase-2
(In case of tie, time taken to attempt the quiz and time of
submission of quiz will be considered for evaluation) Amount
Reward Category Nos
(Rs)
• Top 3 SDCs & DRSMs each from Phase-1 & 1st prize SDC, DRSM & Field Officer 6 10000
Phase-2 with highest participation shall also (One each for Phase-1 & Phase-2)
be awarded 2nd prize SDC, DRSM & Field Officer 6 7500
(One each for Phase-1 & Phase-2)

• Winners shall be declared by HO at the end 3rd Prize SDC, DRSM & Field Officer 6 5000
(One each for Phase-1 & Phase-2)
of each phase

• Incentives shall be given in the form of gift

 Dhruva Day

• ‘Dhruva Day’ to be celebrated once in a quarter; on important days like

IndianOil Day, or around important festivals or coinciding with meetings.
•SH, SRH & Retail Team to be involved during the celebration
•Basic purpose is gain traction and alignment with all the stakeholders
•To felicitate the top performing Divisional Heads, Field Officers

Stakeholder Selection What to Felicitation Design of Certificate &

Criteria give at Trophy shared with SOs

Best Divisional Office in SO

Trophy &
Dhruva State Office
Top 3 Field Officers in SO Certificate
Leaderboard

Best Fleet Marketing

Officer in SO

Felicitation of the Top 3 Dealers in each SO & Best CA TTTs can be held at DO level
Dhruva – Non Pilot Initiatives
Dhruva - Non-pilot initiatives

Revamped loyalty programme – Commercial / Rural/

Loyalty
Urban

HO Organization New HR roles designed – 8 Centres of Excellence

Geo-analytical model for identification of feasible RO

Market Insights
locations

Branding Make over of the branding features

RCA conducted and 8 pain points identified for action.

Automation
Part of Dealer R&R

Tool to strategize and implement effective customer

Customer Insights marketing strategies
Dhruva - Non-pilot initiatives

Study of RO layouts – Agency under appointment.

Formats
Short Term formats to start immediately

NFR Segment-wise Model developed

 Dhruva - Next Steps

Uniformity
Standardization to create differentiation
Effective Implementation
Metro 4W – Pitstop Facility
Metro 4W – Pitstop Facility

• Basic Free Checks

- Coolant - Brake Lights
- Tyre Checks - Brake Oils
- Headlights - Engine oil
- Wiper Fluid
• Additional Services
Metro 2W – Q Controller / Pre-Payment Facility
Highway - Facilities
 Dealer benefits

S.No. Benefit Regular Champions Elite

1 Priority Indent No Priority Priority
With Silver Sticker With Gold Sticker & With Platinum Sticker &
2 IOC's Dealer Identity Card
& Stamp Stamp Stamp
2nd Priority of 1st Priority of problem
3 M & R Priority No Priority
problem resolution resolution.
Priority in selection for Customer
4 No Priority 2nd Priority 1st Priority
Oriented Facilities
75%(Present
5 Subsidy on Uniform 90 100
scheme)
Nomination for Executive
6 Development Programs at Premier - Once in 2 years
Institutes
Subject to ceiling of Subject to ceiling of
Rs.2000(or Actuals Rs.2000(or Actuals
7 CAs Health Insurance whichever is less) per whichever is less) per
year per CA,75% cost year per CA, 100% cost
coverage for all CA's coverage for all CA's
8 Installation of DUs of same make Yes Yes
Strategy meet with Sr. Management at Once every 6 months
9
State Office level (Event to be organized by SO)
Dinner with Celebrity (IOC Once every 12 months
10
Sportsperson) at State Office level (Event to be organized by SO)
 Commercial Loyalty

Initiatives
• Tiered Customer Loyalty
• Tiered Driver Loyalty
• Promised Facility at 27 Highway Flagship ROs on GQ
• Road Side Assistance : Launched XTRAPOWER DOST on 28th Sep’17 on
Pilot Stretch between Solapur-Sankari/Namakkal. GQ launched in
Jan’18’
• Dhaba Coupon : Food Coupon to the Drivers of Top Tier, to be
redeemed at IOCL tied up Dhabas.
• Driver Training : Training of Drivers of the Top tier through PCRA,
• Annual Health Check for Drivers : Health Check Coupon for Top Tier
Drivers at tied up Laboratories
• Accident Insurance for Drivers : Upgraded Accident insurance of 5
Lakhs, 2 Lakhs & 1 Lakhs to driver tiers
• Medical Insurance for Drivers
• Appointment of DSA
 Rural Loyalty

Initiatives
• “Kisan Mela” to be organised at KSKs/Rural ROs as a part of social engagement
programme.
• Agencies like Banks, Fertilizer & Seed marketing companies, Farming equipment
Agencies, Commercial vehicle manufacturers etc to be engaged.
• Free health check-up camps can also be organized along with free distribution of
medicines.
• Local agricultural experts - Block Krishi Officer etc to be invited
• Public engagement activities like lucky draw may be organised
• The data base of farmers to be created
DOST- Offerings

Towing

Road Permit/Toll
Medical Assistance etc.
Assistance

Legal
Mechanic Assistance
 DOST- Customer Access

•Will be Offered through our

Dealer Network

•How the Customer will

reach IOCL

• Through Toll Free Number

1800-200-0724
• Through XP Website (Chat
Support)
 DOST- Process Flow

Call on Ticket Generated &

Accident Give Details Locating the spot
1800 200 0724 Detail sent via SMS

Payment by Approval from Site Visit and Assigning the RSA Confirmation from
Owner/Driver Owner Quote Submission Service Provider the Owner

Required Service Call Closure by RSA Feedback Call to

Ticket Closure
Completion Partner Owner
 Virtual Cards

Salient features :-
 No physical cards; Mobile Nos. of the CAs would be required for mapping
 Incentive to genuine beneficiary ; Simple mode of redemption
 OTP verification ; Prevents any misuse

Process :-
• Mapping of Customer ID on the basis of the mobile Nos
• Virtual Pin for transaction will be last 4 digits of the mobile No
• OTP will be generated when the details are fed on the XTRAPOWER POS
• Validity of the Virtual Pin is for 7 days {presently}. If not used within 7 days, a new
Virtual card can be created. However,the emphasis would be to ensure that the usage is
done within the maximum period of 7 days.
• Real Time report of the incentives
• Multiple usage of incentive amount
 Virtual Cards

Salient features :-
 No physical cards; Mobile Nos. of the CAs would be required for mapping
 Incentive to genuine beneficiary ; Simple mode of redemption
 OTP verification ; Prevents any misuse

Process Flow :-

Virtual Pin OTP will be Validity of Multiple usage

Creation of a
for generated the Virtual of incentive
Customer ID
transaction XTRAPOWER Pin is for 7 amount
for identified
CAs will be last 4 POS days* Real Time
digits of the
report of the
mobile No
incentives
* If not used within 7 days, a new card can be created. However, the emphasis would
be to ensure that the usage is done within the maximum period of 7 days.