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PROJECTON INDIAN OIL RO’S -products, services and their loyalty programs

Varun Pahwa (MBA-OIL N GAS)

R020210055

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PRODUCT -IOCL

Servo Undisputed market leader with range of 5oolubricants. Servo Xpress one shop store for providingmaintains sevices and act as a care centre’s for the

vehicles

INDANE LPG 40 Millions customers,48% market share.ots acleaner fuel for the commercial purpose

INDIAN OIL AVIATION SERVICES 65% market share ,more than 101 AFS linking from

leh to andoman n nicobar island, serving defence aswell as 1500 flights refueling per day

AUTO GAS High octane fuel. Obtained by fractional distillation of crude oil n it emits 10% less co2 as campared 2 crudeoil

XTRAPREMIUM PETROL Branded fuel with high octane no n with frictionbuster to prevent customer chamber depositsHigh mileage ,better pick up, faster acceleration ,lowemission product

XTRAMILE SUPER DIESEL Multifunctional fuel additives that add advantage interms of mileage and lower maintenance cost.

SUPERIOR KEROSENE OIL Domestic fuel for lightning/burning purpose,forinsecticides,pestisides etc.most of govt subsidy isprovided in kerosene of BPL.Increase the smoke pointand reduce sulphur content

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Services – IOCL

Xtra Care Quality control test on the octane no.Up to 400 care centre have alredy beingimplemented,1500 in future.(R&D labs)

XTRAREWARDS LOYALTYPROGRAM

Cutomers can get points by purchasingFuel/lubes,confirmed through online slips

“SWAGAT” HIGHWAYS

FLAGSHIP RETAIL OUTLETS

Fuel with additives non fueling facilitieslike health care centre,food,parkingfacilities etc

XTRAPOWER FLEET CARD Paid though credit card facility,Flexible prepaidcards for purchasing fuels.acccdentalinsurance,vechile tracking facilty etc within 2 yrsmaximum sales of fleet cards for RO’S

Loyalty programs at Indian OilIndian Oil’s loyalty programs are designed exclusively to benefit customers who have been purchasing the brand for over many decades.

XTRAREWARDS Loyalty ProgramIndian Oil XTRA-REWARDS is India's first on-line rewards program that seeksto inculcate the habit of redeeming points.XTRAREWARDS is currently active in Mumbai, Ahmadabad, Bangalore,Mysore, Coimbatore and Chennai. It will be shortly available in other markets

like Delhi. Apart from redeeming the accumulated points instantly on fuel / SERVO Lubes at participating Retail Outlets, the card holder can also redeemthe points to get some exciting gift items from a catalogue.The program continuously provides the cardholder with privileges, benefits andoffers from alliance partners like Domino's Pizza, Subhiksha, Rediff Shopping,Kumaran Silks, Dhabba Express, Chennai Corporate Club and Archana Sweets.

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XTRAPOWER Fleet Card program:The XTRAPOWER Fleet Card program is a complete smart card-based fleetmanagement solution for fleet operators and Corporate for cashless purchase offuel & lubes from designated retail outlets of Indian Oil through flexible pre-paidand credit facilities.The fleet card program also offers an exciting rewards program and uniquebenefits like personal accident insurance cover and vehicle tracking facilities. In

just under two years of its launch, Indian Oil’s XTRAPOWER Fleet Card hasemerged as the largest fleet card in the country with the widest retail outletcoverage.Any business entity owning or operating a vehicle fleet can become a member ofthe XTRAPOWER fleet card program at a nominal annual charge. Each fleetowner is issued a Fleet Control Card and vehicle-specific Fleet Cards for everyvehicle enrolled under the program.For enhanced security, the fleet card transactions are authorized through uniquePersonal Identification Number (PIN). Moreover, the card can help track eachvehicle's movement across remote corners of the country leading to animprovement in vehicle utilization and route compliance. XTRAPOWER is alsobacked by Indian Oil’s vast infrastructure network and web -based supportservices.

XTRAPOWER is one-of-a-kind fleet card program of Indian Oil, which givesyou XTRA convenience, XTRA security and XTRA opportunity to earntruckloads of rewards. It is a tailor-made program for Fleet Owners, Operators &Corporates as well.With XTRAPOWER Fleet Card you now have an easy, convenient and rewardingXtraPower Fleet Card program is a step of IOC towards building loyalty amongthe existing customers. Loyalty program works only when the customer isemotionally attached to the brand.Customers should be involved in the program by constant communication tomake them understand what is in for them. Comprehensive surveys should beconducted to find out what should be the ideal way to reward the loyalcustomers and retain them for the life time. Activities like checking pointbalances online, responding to targeted offers, using kiosks, bidding on auctionitems, entering sweepstakes and so on. Such participation is a sure sign ofincreasing value to the customers.

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RecommendationsIdeas to increase & retain customer base

Target new vehicle/fleet owner by tie up with the vehicles companies andgive XTRAPOWER FLEET CARD with every new vehicle/truck.

If any card is not used for more than 30 days by the customer thenautomatic message should be generated to remind the user.

Try to know actual reasons for not using the card for longer period of timeby the customer as retaining one customer is better than acquiring 6 new

customers. Bring awareness about the card through media advertising. XTRAPOWER FLEET CARD program website should be updated time

to time with details of the new as well as upcoming offers.At Retail outlets

Put a digital display on retail outlets(i) To communicate with thecustomers about IOC program & brands and (ii) for advertisement of alliancepartners & earning revenue out of it.

Motivate pump attendants by giving price to “attendant of the month” which will be the highest card seller of that month.

XTRAPOWER Fleet Card Banners should be put at proper location inthe pump

Stock replenishment of the cards should be taken care off. XTRAREWARDS program should be started at all other locations as soon

as possible. Pump attendants should get training frequently and as most of the staff at

the pump is not educated, a comprehensive training has to be provided tothe pump attendants about XTRAPOWER FLEET CARD program.34

The objective of the loyalty program should be made transparent to theattendants. They should be taught to use the swiping machine carefullyand accurately using different options and also various messages of error

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in the machine

Prospective Alliances for XtraPower Fleet CardLoyalty ProgramAlliance Partners of IOCL for XtraPower fleet card programIndian Oil Corporation Ltd has tied with many branded companies to givevariety of benefits to their customers through Xtra Power Fleet card program.Alliance partner such as Essel World, Water Kingdom, Yoko sizzlers, Subhiksha,Pizza Hut, Vishal Mega Mart, PVR, are giving Different discounted offers to thecard holders. These alliances are beneficial for both Indian Oil and the alliance

partner. Indian Oil can increase their customer base through these alliance andthese alliance partners can market their brand at Indian Oil petrol Pumps.Need for Local alliance partnersFor a loyalty program to succeed, it is essential that it should have tie-ups withmany alliance partners. This helps members of all socio-economic groups toaccess the benefits of a loyalty card program. More specifically, if the outletssituated nearby to an Indian Oil petrol pump are tapped, then it would helpIndian Oil’s loyal customers to a great extent. Hence we decided to tap the nearby outlets to convince them to participate in the XtraPower Fleet CardLoyalty Program.Objectives of the project:There are THREE major objectives for which we need to tie-up with various localclients.

To tap local alliance partners for XtraPower Fleet Card program.To promote the loyalty between the local customers and the company.To provide benefit to the local customers.