The Impact of Marketing Promotions of Lubricants Marketing Companies

8/9/2019 The Impact of Marketing Promotions of Lubricants Marketing Companies

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The Impact of Marketing Promotions ofLubricants Marketing Companies on Usage ofSynthetic Lubricants by Two Wheeler Motor

Vehicle Users

By

eban!an SahaI "o# $%&U$$'(((()

*esearch Super+isor ,

r# *# -opalirector. ean an/ 0ea/ of the epartmentPa/mashree r# # 1# Patil Uni+ersityepartment of 2usiness Management

*esearch -ui/e ,

r# 2# M# Singhean an/ *egistrar.IC34I Uni+ersity &harkhan/*anchi

Synopsis of the *esearch ProposalSubmitte/ for the *egistration into the

Ph# # Programme 5Part6Time7 in Management


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Agenda

Introduction

Relevance of the Topic

Objective/s and scope

Concepts/Theories/Philosophies

Research wor that was done on the topic! so far

Proble" #tate"ent

$ypotheses

%ethodology Proposed

&ata proposed to be collected and #tatistical Techni'uesProjected( )usti*cation

Relevance of Projected +indings

Challenges anticipated

Proposed ti"e fra"es for co"pletion of the "ajor "ilestones

$elp re'uired !if any! fro" the ,niversity

Acnowledge"ents


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%otor vehicle categories

-ubricants ( Types . Brands

Introduction


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Relevance

Insights gained cani"prove eectiveness"areting of newhigh technologyproducts targeted ata particular custo"er

seg"ent

Increase0RO%I1 Return On

%areting Invest"ent


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Objectives . #cope8b!ecti+es ,

23 To deter"ine awareness of two wheeler "otor vehicle usersregarding introduction! availability and bene*ts of synthetic0including se"i4synthetic1 lubricants for two wheeler "otorvehicles! as a product category! dierentiated fro" "ineral oilbased lubricants for two wheeler "otor vehicles3

53 To study the buying behaviour of two wheeler "otor vehicle userswith respect to synthetic lubricants for two wheeler "otor vehicles3

63 To study the factors in7uencing the usage synthetic lubricants fortwo wheeler "otor vehicle3

83 To study the i"pact of the factors in7uencing the usage ofsynthetic lubricants for two wheeler "otor vehicles3

93 To study the "areting strategies adopted by synthetic lubricants"areting co"panies3

Scope( ,sage synthetic 0including se"i4synthetic1 lubricants by 8stroe petrol engine two4wheeler users in Pune! :asi .

Aurangabad! who get their vehicles serviced at worshops otherthan the vehicle "anufacturing co"pany;s authorised service


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Consu"er Buying Behaviour concepts Awareness! Interest!


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Consumer In+ol+ement Theory , 3oote Cone 2el/ing Matri9



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4nso: Matri9


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#ocial contagion!%odelling! Risaversion! Innovation!

,ni'ueness! %aret%avenis"! Opinion-eadership

Custo"er

Relationship/


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Research wor that wasdone 4 I

Adoption of a new product is preceded by and is conditional on

awareness and a/option occurs if the percei+e/ risk a/!uste/+alue of the pro/uct e9cee/s selling price of the new pro/uct5;alish $7#

Rogers 02>?@1 has co"piled a list of 5? publications on /i:usion ofinno+ations an/ new pro/uct a/option3

#everal researchers have developed "odels of innovation diusion!starting with the simple /i:usion mo/el by 2ass 5$


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Research wor that wasdone 4 II

Fee! Tho"as T3T3 0561 concluded that the "ost i"portant factors in adoption ofnew consu"er electronic durables are trialability. compatibility. relati+ea/+antage. obser+ability. comple9ity. image an/ percei+e/ risk ofa/option3

&eacon et3 al3 0561 have studied inhibitions to adoption of new products in foodindustry and have provided three reco""endations to "areters to succeed in

new product introduction! sti"ulate e"otional attach"ent by consumerparticipation. buil/ en/uring in+ol+ement with opinion lea/ers an//e+elop network to promote wor/ of mouth publicity3

The concepts of opinion lea/ership an/ wor/ of mouth publicity and theirrole in in7uencing new product adoption have been studied by ing and #u""ers02>?13

%anning et3 al3 02>>91 developed constructs of consumer no+elty seeking an/

consumer in/epen/ent !u/gement and they are of the view that the for"erconstruct is positively related to early stages of the adoption process! whereas thelater construct is associated with later stages of the adoption process3

Iyenger et al3 05221 studied social contagion operating o+er network ties inadoption of new drugs by physicians and found that a/option is a:ecte/ byusage +olume of peers! which is liely to arrive fro" enhanced source credibility3


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Proble" #tate"ent 4General

%any new product launches have beengrossly unsuccessful! resulting in serious*nancial troubles for organisations! not to"ention erosion of brand e'uity3

Adoption and usage of syntheticlubricants for two wheelers has "et with"uted response in India3

-ubricants "areting co"panies have"ade heavy invest"ents in AT- and BT-pro"otions! channel partner sche"esetc3 with li"ited eect on sales ofpre"iu" products3


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Proble" #tate"ent H GapsIdenti*ed

:ot found any study done on awareness! adoption and usage of the newlylaunched low involve"ent product category of synthetic lubricants for twowheeler "otor vehicles in India3

The "ost cost eective "edia to create awareness of a new producta"ongst early adopters in the target custo"er seg"ent3

The type! 'uality! depth and e=tent of infor"ation to be shared by"areters to reduce consu"er uncertainty3


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$ypotheses 4 I $2 ( Two Fheeler %otor ehicle ,sers are not aware of 0a1 the product

category of #ynthetic -ubricants for two wheelers! 0b1 its availability in local"aret and 0c1 its bene*ts co"pared to conventional "ineral based lubricants3

$22( Two Fheeler %otor ehicle ,sers are awareof 0a1 the product category

of #ynthetic -ubricants for two wheelers! 0b1 its availability in local "aret and0c1 its bene*ts co"pared to conventional "ineral based lubricants3

$5 ( Two Fheeler %otor ehicle ,sers are not in+ol+e/ in the purchase

process of #ynthetic -ubricants for their vehicle3

$25( Two Fheeler %otor ehicle ,sers are in+ol+e/in the purchase process

of #ynthetic -ubricants for their vehicle3

$6( Two Fheeler %otor ehicle ,sers are not intereste/ in ac'uiring

nowledge about #ynthetic -ubricants for their vehicle3

$26( Two Fheeler %otor ehicle ,sers are intereste/in ac'uiring nowledge

about #ynthetic -ubricants for their vehicle3


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$ypotheses 4 II $8( There is no correlationbetween 0a1 higher initial purchase price

and 0b1 greater value for "oney of synthetic lubricants co"pared toconventional "ineral based lubricants! perceived by Two Fheeler %otorehicle ,sers and the usage of synthetic lubricants3

$28 ( There is correlation between 0a1 higher initial purchase price

and 0b1 greater value for "oney of synthetic lubricants co"pared toconventional "ineral based lubricants! perceived by Two Fheeler %otor

ehicle ,sers and the usage of synthetic lubricants3

$9( There is no correlationbetween 0a1 category! 0b1 age! 0c1 "ae!

0d1 "odel and 0e1 engine capacity of the Two Fheeler %otor ehicle usedand the usage of #ynthetic -ubricants3

$29( There iscorrelation

between 0a1 category! 0b1 age! 0c1 "ae! 0d1"odel and 0e1 engine capacity of the Two Fheeler %otor ehicle used andthe usage of #ynthetic -ubricants3

$@ ( &e"ographic factors of the Two Fheeler %otor ehicle user viE3

0a1 age! 0b1 for"al education! 0c1 gender! 0d1 "arital status and 0e1

"onthly tae4ho"e inco"e are not /eterminantsof usage of #ynthetic-ubricants3


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$ypotheses 4 III $? ( Consu"er behaviour characteristics e=hibited by Two Fheeler

%otor ehicle users viE3 0a1 Custo"er Innovativeness! 0b1 Opinion-eadership! 0c1 %aret %avenis" and 0d1 Two Fheeler


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$ypotheses 4 I $

>

( %areting eorts of lubricants "areting co"panies for

pro"otion of sales of #ynthetic -ubricants by resorting to below theline sales pro"otional activities viE3 0a1 sales ca"paigns at petrolpu"ps! 0b1 sales ca"paigns at lubricants shops! 0c1 discounts! 0d1 freegifts and 0e1 lucy draws ha+e no e:ect on usage of #ynthetic-ubricants by Two Fheeler %otor ehicle users3

$2> ( %areting eorts of lubricants "areting co"panies forpro"otion of sales of #ynthetic -ubricants by resorting to below theline sales pro"otional activities viE3 0a1 sales ca"paigns at petrolpu"ps! 0b1 sales ca"paigns at lubricants shops! 0c1 discounts! 0d1 freegifts and 0e1 lucy draws ha+e positi+e e:ecton usage of #ynthetic-ubricants by Two Fheeler %otor ehicle users3

$2 ( %aretplace In7uencers viE3 0a1 Innovative Custo"ers! 0b1

Opinion -eaders! 0c1 %aret %avens! 0d1 #ocial! online "edia includingblogs and Product Category In7uencers viE3 0e1 %otor ehicle%echanics and 0f1 #alespersons of -ubricants shops e9ert noinuence on usage of #ynthetic -ubricants by Two Fheeler %otor

ehicle users3 $22 ( %aretplace In7uencers viE3 0a1 Innovative Custo"ers! 0b1


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$ypotheses 4

$22 ( Two Fheeler %otor

ehicle ,sers who use#ynthetic -ubricants are notsatisAe/ with its perceivedperfor"ance3

$222 ( Two Fheeler %otorehicle ,sers who use#ynthetic -ubricants aresatisAe/ with its perceivedperfor"ance3


ehicle ,sers who use#ynthetic -ubricants are not2ran/ Loyalists3


ehicle ,sers who use


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%ethodology Proposed

&escriptive research design Target population for the study is users of 8 stroe petrol engine Two

Fheeler %otor ehicles in the cities of Pune! :asi and Aurangabad! whoget their vehicles serviced at worshops other than the vehicle"anufacturing co"pany;s authorised service stations

#a"pling design of this study follows a co"bination of judge"ent andprobability sa"pling

#a"ple ele"ents will be intercepted at 5 "ajor worshops in each of theabove three cities3

Instru"ent ( Juestionnaire

Pilot study at Pune H sa"ple siEe 559 059 ele"ents at > worshops1

#a"ple #iEe ( n K E5 3 p 3 ' 3 :LLLL

e5

3 0 : H 2 1 M E5

3 p 3 'City

Population (N) :

31.03.2011

Determined Sample

size (n)

Rounded off sample

size for tis studyPune 1!!1"#$ 3$%.0& 3$%

Nasi' 300$&& 3$3.#& 3$%

urana*ad 1"3$&$ 3$3.%0 3$3

#ource ( %otor Transport #tatistics of %aharashtra 52 H 5223 Retrieved on%arch 2?! 526 fro" http(//www3"ahatransco"3in/statistics3asp=3
http://www.mahatranscom.in/statistics.aspxhttp://www.mahatranscom.in/statistics.aspx


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&ata proposed to be collected and#tatistical Techni'ues Projected 4 I

Juestionnaires 4 personally ad"inistered for thepilot study and thereafter paid researchers will beused fro" a"ongst %BA students in the abovethree cities

-iert scale 09 point1 to be used

&ata Analysis (

$ypothesis Testing using #P##

Precision rate ( 9N

Con*dence level ( >9N
http://var/www/apps/conversion/tmp/scratch_4/Debanjan%20Saha%20-%20Questionnaire.xlsxhttp://var/www/apps/conversion/tmp/scratch_4/Debanjan%20Saha%20-%20Questionnaire.xlsx


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&ata proposed to be collected and#tatistical Techni'ues Projected 4 II

Objective $ypothesis Juestionnaire

2 2 2! 84?

5 5 5! 65 6 D425! 2?5 8 2642@

6! 8 9 6?6! 8 @ 6646@! 6D48

6! 8 ? 2D4598! 9 D 68! 9 > 626! 8 2 65

5 22 5D

5 25 5@! 5?! 5>

ow ( Research Objective Research $ypothesis Research Instru"en


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Relevance of Projected+indings

Identify signi*cant factors and in7uences on consu"er behaviourin adoption and usage of new and innovative high perfor"anceproducts3

Generate greater awareness a"ong organiEations on thei"portance of having a dedicated custo"er education! support

and engage"ent "echanis" to pro"ote new i"proved productsthrough word of "outh publicity! supportive social "ediaadvisories! custo"er referrals! opinion leader and "aret "avenbehaviour3

Conclusions will be drawn which will be helpful to contribute toenhance"ent of nowledge in the do"ain of "areting"anage"ent not only in the acade"ic world but also to businessorganisations in designing strategic and tactical "aretingapproaches! for introduction! early adoption and growth of theirnew i"proved! innovative and dierentiated products and

services3


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Challenges Anticipated . %eans toaddress the"

-ow involve"ent of respondents with this productcategory 4 Create involve"ent by association withtheir two wheeler! to which they are e"otionalattached

-ow awareness / nowledge levels of respondents4Cordially e=plain bene*ts . provide product lea7ets

-ac of interest in respondents 4 Oer toengiveaways to all . chance to win in lucy draw

-acadaisical approach by respondents4$andhold/Interact with respondents throughout theresponse process to provide hi" a good e=perience!"ae hi" feel valued


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Proposed ti"e fra"e

Phase

Activity


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$elp re'uired fro" the ,niversity

Continuous guidance and support forearly co"pletion of research wor!thesis sub"ission . defence

Opportunity to attend se"inars

$elp in publication of articles in IC+AIjournals

Opportunity to be guest faculty atlocal IB#

An early convocation


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Acnowledge"entsI a" thanful to H

&r3 R3 Gopal for his painstaing and caringsupervision3

Prof3 O3 R3 #3 Rao for creating such a welco"ingenviron"ent to pursue our Ph&3

&r3 3 3 :ag for being a fountainhead ofencourage"ent to strive for being e=pert in our *eld3

&r3 B3 %3 #ingh for his enthusias" in starting the Ph&progra""e 0because of who" we are here1 and his

advice on recti*cation of the synopsis3&r3 #3 C3 #wain for his "ost pro"pt support at all ti"es3

All the other sta of I,) who always go all out to see toit that we are co"fortable in our doctoral pursuit3

And all "y fellow Ph& scholars for their co"panionship3


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T04";

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The Impact of Marketing Promotions of Lubricants Marketing Companies

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