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“MARKET RESEARCH, PROMOTION AND SALE OF XTRAPOWER FLEET CARD OF INDIAN OIL CORPORATION LIMITED”

NAME OF STUDENT: AVISHEK DASROLL NO: 69FACULTY MENTOR: MR ARUN SANGWAN

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INDIAN PETROLEUM INDUSTRY

The Oil & Gas sector is one of the six core industries in India.The Major products of the Indian Petroleum industry are Motor Spirit (MS), High Speed Diesel (HSD) & Aviation Turbine Fuel (ATF).Oil output is supposed to grow to 1 million barrels per day (MBPD) by FY16 in India.Key players of Indian Petroleum industry are Indian Oil Corporation Limited (IOCL), Hindustan Petroleum Corporation Limited (HPCL), Bharat Petroleum Corporation Limited (BPCL), Oil & Natural Gas Corporation (ONGC), Oil India Limited (OIL).In 1999, BPCL launched its “SMARTCARD”, India’s first loyalty based “Fleet Card” program.In January 2002, IOCL inaugurated its first “Power Plus” loyalty card program.

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INDIAN OIL CORPORATION LIMITED

Indian Oil establish as Indian Oil Company Ltd in 1958 & In 1964, after merging with Indian Refineries Ltd, Indian Oil Company Ltd renamed as Indian Oil Corporation Limited.

Indian Oil has one of the largest petroleum marketing and distribution network in Asia.

It was also listed as India’s ‘Most Trusted Brand’ in the ‘Gasoline’ category in the Reader’s Digest – AC Nielson survey.

The Brands Own by Indian Oil are IndaneGas, AutoGas, XtraPremium, Servo, Indian Oil Aviation, Propel & LNG.

. It accounts around 20,000 outlets PAN India, out of that 16,000 are Retail Outlets (RO)s & 4,000 are Kisan Seva Kendra.

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XTRAPOWER FLEET CARD

IOCL’s XTRAPOWER Fleet Card Program is a complete fleet management solution for Fleet Owners/ Operators and Corporate. It is a Smart Card based Program, that facilitates cashless purchase of fuel and lubes from networked retail outlets of Indian Oil through prepaid and credit options.

XTRAPOWER Fleet Card CONVENIENCE Largest Network of Retail Outlets in PAN India Cashless transactions Easy payment options (through CCMS) SMS Alerts for transactions Customized on-line transaction reports 24 X 7 Toll free Helpline Control over fuel expenses of entire fleet (Vehicle wise you can set your own

limits) Total security (For enroute lost cards , you can block the card instantly) Insurance (Rs 1 lakh for owner, 50K for driver, 25K for cleaner & co-driver each).

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OBJECTIVES

To study the B2B offering by other OMC’s. To bridge the gap between objectives of the program & real

need of the market. To communicate the benefits of XTRAPOWER Fleet program to

target customers over programs of other OMC’s. To communicate the benefits of the XTRAPOWER Corporate

Card program to target customer (in hospitality and healthcare industries) and persuade the prospective customers to enroll in this program.

To provide the more customize solutions to satisfy customer’s needs.

Make recommendations to IOCL based on a study of factors that influence the B2B customers purchase decision

PROJECT METHODOLOGY

Research Data: Primary Research (Data had collected through the questionnaire

& from Fleet owners, Transport Authority, Retailers, XTRAPOWER executives, Corporate users).

Secondary Research (Data had collected through Internets, books, previous research works & existing customer’s data and list).

Sources Of Data Collection:IOCL Outlets, RO’s, COCO Service Stations, Local Search EnginesAnalysis Tools Has Been Used:Trading area analysis of IOCL and OMC’s Customers. Sales data shared on

monthly basis across industry members.Sample Size: I have taken a sample size of 100 people.Sample Population: The sampling populations are basically from Kolkata &

its suburban areas.Targeted Group: Fleet Owners, Transports Carriers, Retailers, Corporate

Users & Drivers.Location: The survey location mostly covers Kolkata metropolitan & its

suburban areas.

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FINDINGS

Unawareness about the benefits of Fleet Card’s facilities/ offerings.The lacking of proper promotion is also a resistance of proper promotion.Credit purchase of Fuel and Lubricants by the Fleet Owners is also a concern as everyone can’t be granted for credit sales.Retail Outlet’s (RO) Staff, Manager and even the owners are sometimes very reluctant of the promotions of XTRAPOWER. This is an obstacle in the expansion of the usage of Fleet Cards.Much time consuming for every swiping in “Point Of Sale Terminal (POST)” Machine at RO. Many dealers also don’t have much interest to promote XTRAPOWER Fleet Card, So eventually the program is out of knowledge of valued customers.

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RECOMMENDATIONS

To provide easy & quick services every Retail Outlet (RO) should install & make a proper and convenient kiosk or window to give easy and quick solution.

Staffs of every RO should be trained about the latest offers of the XTRAPOWER Fleet CARD Program.

Every RO should appoint a Customer Care Executive (CSE) of XTRAPOWER Fleet Card mainly for a specific time of the day when the fleet movements are more.

Give proper training to every staff of the RO to pitch the products with the advantages & benefits to the customer then with the features.

The Direct Selling Agent (DSA)’s may be very useful in enrolling the new customers because the Fleet Owners sometimes find it hard to get time for the necessary activities regarding the issuance of the cards so this problem could be easily abolish from the picture

The Fleet Operators have not enough time to deal with the issue of Fleet Cards and DSA’s can be very useful to fix their problems.

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REFERENCES

http://www.iocl.com http://www.iocxtrapower.com http://www.ibef.org/industry/oil-gas-india/showcase http://www.indianmirror.com/indian-industries/oil.html http://www.ibef.org/industry/oil-gas-india.aspx http://www.economist.com/news/briefing/21582522-day-huge-

integrated-international-oil-company-drawing Thomas, W., & Thomas, L. (2001). U.S. Patent Application

09/766,324. Attri, R., Pahwa, D., & Singh, M. (2012). A Comparative Study of

Brand Building Activities of Oil Marketing Companies in India with Their Western Counterparts. In EPOCH Strategies for Marketing: Family Business and Entrepreneurship, International Conference Proceeding (pp. 45-60).

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ANNEXTURE

Questionnaire.docx