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By:

Abhishek .S. Sheth

Chandramohan .B. Patel

Indian Oil CorporationRural Marketing Fair, Jalgaon

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TABLE OF CONTENT

Background

Objectives

Methodology

Villages covered

Current Usage Brand Awareness

Satisfaction Level

Dissatisfaction Level

Suggestion Analysis

Loyalty Scorecard

Loyalty Model

Key Findings

Recommendations

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IMAGES

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BACKGROUND

Indian Oil Corporation is an Indian public-sector petroleum company. It isIndias largest commercial enterprise, ranking 116th on the Fortune Global

500 listing (2008).

It began its operation in 1959 as Indian Oil Company Ltd. The Indian Oil

Corporation was formed in 1964

Indian Oil has 17606 fuel station highest in the country.

Indian Oil's product range covers petrol, diesel, LPG, auto LPG, aviationturbine fuel, lubricants, naphtha, bitumen, paraffin, kerosene etc.

Recently launched new business line of supplying LNG(Liquefied natural

gas)

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OBJECTIVES

To collect information regarding the usage of Indian oil in rural India.

To understand the buying behavior of rural people.

To know the problems being faced by the customers in purchasing or after

sales.

To understand the competition faced in rural market.

To make people aware of Agro spray oil an India oil product.

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METHODOLOGY

FLAME School Of Business organized a Rural Marketing Fair in Jalgaon.

The fair acted as an interactive platform for the following categories of respondents - Opinion

leaders, Families (Women and children), Villagers.

The study covered 94 villages within the district of Jalgaon.

The villagers who visited the INDIAN OIL CORPORATION stall at the fair were asked questions

by the stall representative relating to water problems, water filters etc.

Their responses were collected and the data was fed into the computer. The data was then analysed,graphs and correlations were made. Conclusions and recommendations were formed.

6

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VILLAGES COVERED

Taluka Villages

AMALNER Taluka 24 Villages

ERANDOL Taluka 10 Villages

BHADGAON Taluka 6 Villages

JALGAON Taluka 18 Villages

YAWAL Taluka 14 Villages

PACHORA Taluka 5 Villages

RAVER Taluka 8 Villages

PAROLA Taluka 9 villages

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IOC

OTHERSHP

65

40

33

4

0

7

1

IOC has a clear advantage among competitors as 65 respondents used only IOC oil.HP was found as the closest competitor of IOC as 46 respondents used both IOC

and HP oils while 35 respondents used only HP oil.

1) Which companys oil do you use?

Sample size : 150

110

81 12

CURRENT USAGE

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IOCHP

OTHERS

139

125

50

BRAND AWARENESS

2) Which brands are you aware of?

Sample Size : 150

139 respondents were aware of IOC brands. HP brands were close on popularity

aspect with 125 respondents aware of it.

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SATISFACTION LEVEL

88 88

86

83

80

82

84

86

88

90

TOTAL SATISFACTION IOC HP OTHERS

Though there was not much difference in the satisfaction level of the respondents.

IOC leads with 88% of the respondents being satisfied with its products

3) How would you rate your satisfaction with oil brand you use currently?

Base : Overall 150, IOC 110, HP 81, Others - 12

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DISSATISFACTION LEVEL

9

6 7

16

0

5

10

15

20

TOTALDISATISFACTION

IOC HP OTHERS

Only 6% of respondents who used IOC oil were not satisfied with the companys

products. While total dissatisfaction among all respondents was 9%

3) How would you rate your satisfaction with oil brand you use currently?

Base : Overall 150, IOC 110, HP 81, Others - 12

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SUGGESTION ANALYSIS

0

50

100

IOC HP OTHERS OVERALL

61 5633

57

39 4467

43

% YES % NO

61% of IOC users suggested the company's brands to other people while overall

only 57% of respondents suggested their brand to other people.

4) How likely are you to suggest the brand you use currently?

Base : Overall 150, IOC 110, HP 81, Others - 12

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LOYALTY SCORECARD

High Risk0 to 42.5

Loyal62.5 to 100

Content42.5 to 62.5

Faithful to the product

Highly satisfied

High on Evangelism

Not as satisfied as Loyalist.

Less on Evangelism than

Loyalists

Churners Dissatisfied with the

product.

No Evangelism

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Service BehaviorService

Evangelism

Q3) Satisfaction level with

the current product being

used.

Q5) Total number of people

recommended till now.

LOYALTY MODEL

Loyalty Score

Q4) Likeliness to recommend

current product which is in

use.

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Classification Overall (%) IOC (%) HP (%) Others (%)

Loyal 20 20 15 8

Content

62

62

63

83

High Risk 18 18 22 9

LOYALTY SCORE CARD

IOC has a clear lead among the competitors in the Loyal segment.

18% of IOC users are in High Risk segment thus having great chances of switching away from the

products of IOC.

HP has the highest risk of its customers churning away from its products.

20

18 22

3), 4) and 5) How many people have you recommended the brand you use?

Base : Overall 150, IOC 110, HP 81, Others - 12

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KEY FINDINGS

Over and above the findings mentioned before, following are some other

important findings:

There were very less Indian oil petrol pumps within Jalgaon district.

Most of the villages had HP petrol pumps in there vicinity.

Mechanics influenced people to use other brands.

Agro spray awareness was nil among the respondents.

After understanding the benefits of Agro spray oil all the respondents

were willing to try the product.

6) Are you aware of Agro spray oil?

7) Are you willing to use the oil after knowing the benefits of the product?

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RECOMMENDATIONS

To set up more number of petrol pumps in villages of the Jalgaon

district.

To create awareness of Agro spray and market it properly.

To create awareness among mechanics about the benefits of Indian oil.

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SOME WINNERS OF LUCKY DRAW

Every day 4 Indian Oil Servo 4T (1 litre) were given as lucky draw prize.

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VIDEO

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Thank You