CHAPTER-1

INTRODUCTION

Research is essentially conducted to investigate about a problem or an objective,

simply means a search for facts - answer to question and solution to problems. It is a
purposive investigation. It seeks to find explanation to un-explained phenomenon, to
clarify the doubtful facts and to correct the misconceived facts. The encyclopedia of
social science defines research as “the manipulation of generalizing to expand, correct or
verify knowledge”.

Research design is the detailed blue print used to guide a research towards its
objectives. This is a part of marketing research. Marketing research is systematic design,
collection, analysis and reporting data and finding relevant to a specific marketing
situations facing by the company.

Marketing research is likely to provide a fuller appraisal of the brands strength,

brand ambassadors, promotional factors of the product with character and uniqueness
than the brand owner may possess through his/her own experience and collection of
anecdotes. It can certainly compare and contrast the brand with competitors in an
objective way.

The primary focus of the study was to determine the various attributes of
advertisements which influence the customer’s attention and buying behavior. The
research design employed for the purpose of the study was directive in nature and a
sample survey was conducted for the purpose of the generation.

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 This research is to know the advertisements and promotional activities that
essentially form a powerful communication force, highly visible and one of the most
important tools of market communications that helps to sell products, services, ideas,
images etc. The study in the petroleum sector which bounds to know the market position
of petroleum products and influencing the buying habits of its customers. This research
was based on the marketing department of indianoil corporation limited (IOCL). There
are studies on the potentiality of premium petroleum products in South Zone of
Bangalore city.

The study conducted to know how effective is the advertisements and the promotional
activities was successful in the market. They are seen on the walls, back of the buses, in
playing grounds on the occasion of sports events, road shows also in television, print
medias, magazines, internet and are heard in radio.

The below two points are very helpful for this project

 Company practices and methodology helped me to built questionnaire, and the

research helped for further survey.

 The real market challenges and implications in advertising and promotional were
perceived by the study. It helped in understanding the market share of different
brands petroleum products.

2
Advertisement:

Advertising is defined as any paid form of non-personal communication about an

organization, product, service, or idea by an identified sponsor. The paid aspect of this
definition reflects the fact that the space or time for an advertising message generally
must be brought. An occasional exception to this is the public service announcement
(PSA), who’s advertising space or time is donated by the media.
The non-personal component means that advertising involves mass media (e.g.,
TV, radio, magazines, newspapers) that can transmit a message to large groups of
individuals, often at the same time. The non-personal nature of advertising means that
there is generally no opportunity for immediate feedback from the message recipient
(except in direct-response advertising). Therefore, before the message is sent, the
advertiser must consider how the audience will interpret and respond to it.

Advertising is the best-known and most widely discussed form of promotion, probably
because of its pervasiveness. It is also very important promotional tool, particularly for
companies whose products and services are targeted at mass consumer markets.

Advertising can be used to create brand images and symbolic appeals for a
company or brand, a very important capability for companies selling products and
services that are difficult to differentiate on functional attributes.

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MEASUREMENT OF ADVERTISING EFFECTIVENESS.

Advertising can be used to create brand images and symbolic appeals for a company or
brand, a very important capability for companies selling products and services that are
difficult to differentiate on functional attributes. The four primary sequential functions of
finding the effectiveness of any advertisements are as follows

• Perception.

• Persuasion.

• Reinforcement.

• Reminder.

The very important function of advertising is to increase the perceived value of a brand
by giving it a symbolic meaning that makes more valuable to customers. Advertising is
the most effective method of nurturing a brands image in a long run its different
functions are summed below.

• Stimulates demand.

• Strengthens other promotional mix elements.

• Develops brand preference.

• Cuts costs.

• Competitive weapon.

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BENEFITS OF ADVERTISING:

The important economic function for the advertiser affects for economic
decisions of the audience and is an integral part of the entire national and international
economic system. Another advantage of advertising is its ability to strike a responsive
chord with consumers when differentiation across other elements of the marketing mix is
difficult to achieve. Popular advertising campaigns attract consumers’ attention and can
help generate sales. These popular campaigns can also sometimes be leveraged into
successful integrated marketing communications programs.
The nature and purpose of advertising differ from one industry to another and/or
across situations. The targets of an organization’s advertising efforts often vary, as do
advertising’s role and function in the marketing program. One advertiser may seek to
generate immediate response or action from the customer; another may want to develop
awareness or a positive image for its product or services over a longer period.

The following are some of the benefits of advertising.

• Information
• Brand image building
• Innovation
• Growth if the media

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Sales promotion:
Sales Promotions are short-term incentives to encourage purchase or sale of a
product or service. The next variable in the promotional mix is sales promotion, which is
generally defined as those marketing activities that provide extra value or incentives to
the sales force, the distributors, or the ultimate consumer and can stimulate immediate
sales. Sales promotion is generally broken into two major categories: consumer-oriented
and trade-oriented activities.

Consumer-oriented sales promotion is targeted to the ultimate user of a product or

service and includes couponing, sampling, premiums, rebates, contests, sweepstakes, and
various point-of-purchase materials. These promotional tools encourage consumers to
make an immediate purchase and thus can stimulate short-term sales. Trade-oriented
sales promotion is targeted toward marketing intermediaries such as wholesalers,
distributors. And retailers, promotional and merchandising allowances, price deals, sales
contests, and trade shows are some of the promotional tools used to encourage the trade
to stock and promote a company’s products.

Among many consumer packaged-goods companies, sales promotion is often 60

to 70 percent of the promotional budget. In recent years many companies have shifted the
emphasis of their promotional strategy from advertising to sales promotion. Reasons for
the increased emphasis on sales promotion include declining brand loyalty and increased
consumer sensitivity to promotional deals. Another major reason is that retailers have
become larger and more powerful and more powerful and are demanding more trade
promotion support from companies.

Promotion and sales promotion are two terms that often create confusion in the
advertising and marketing fields. As noted, promotion is an element of marketing by
which firms communicate with their customers; it includes all the promotional-
mix elements we have just discussed. However, many marketing and advertising
practitioners use the term more narrowly to refer to sales promotion activities to
either consumers or the trade (retailers, wholesalers). In this book, promotion is

6
used in the broader sense to refer to the various marketing communications
activities of an organization.

PROMOTIONAL MIX:

The promotional mix constitutes the specific group of marketing activities

concerned with the communications aspect with existing or potential customers, and
relevant public. An advantage of publicity over other forms of promotion is its
credibility. Consumers generally tend to be less skeptical toward favorable information
about a product or service when it comes from a source they perceive as unbiased it
involves some important elements there are as follows.

• Advertising.

• Personal selling.

• Sales promotion.

• Direct marketing.

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Sales Promotional Tools:

Promotion and sales promotion are two terms that often create confusion in the
advertising and marketing fields. As noted, promotion is an element of marketing by
which firms communicate with their customers; it includes all the promotional-mix
elements we have just discussed. However, many marketing and advertising practitioners
use the term more narrowly to refer to sales promotion activities to either consumers or
the trade (retailers, wholesalers). In this book, promotion is used in the broader sense to
refer to the various marketing communications activities of an organization.

• Communication:
They gain attention and usually provide information that may lead the
customer to the product. The communication medium works phenomenon in the
present market scenario.

• Incentive:
They incorporate same concession, inducement, or contribution that gives
value to the customers. Also for the promotion benefits are been attached with the
product or service. IOCL promotes its petroleum product by providing benefits on
every refilling fuel with cash, credit and debit

• Invention:
They include a distinct invention to encourage in the transaction now. Here
the percentage of octane in the fuel is increased upto 91% so as to provide a close
contest with in the competitors, the innovativeness in it approach to the customers
like Xtra premium, Xtra Mile, Xtra care make the customers grab the attention
towards the products and utilize them.

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Some Methods of sales promotions:
Sales promotion can be done in many forms to enhance the business prospects so
its very essential that the companies focus more on the promotional activities thus the
business finds some new ways of expanding its market share.
The following are some of the promotional activities carried out in the present
scenario.

• Price deals
• Quality deals
• Discounts
• Coupons
• Trading stamps
• Premiums
• Packaged premium
• Branded premium
• Container premium
• Over-the-counter premium
• Free-in-mail premium
• Sampling
• Dealer sales contest etc.

INDUSTRY PROFILE

9
The Indian petroleum industry dates back to 1890 when oil was first struck at Digboi in
northeastern India.

Oil exploration and production activities were largely confined to the northeast until the
1970s when the most prolific and important Indian producing basin, Bombay High, was
discovered. While the exploration and production sector remained under the state control
until 1991, the Government policy now allows joint as well as private sector to
participate in this sector.

India's first refinery was built at Digboi in 1901. Thereafter, more refineries were set up
in the late 1950s and early 1960s with the assistance of international oil companies such
as Shell, Caltex and Esso to meet India's growing petroleum product needs.

In 1976, India nationalized the refining and marketing sector in response to the oil crisis
of the 1970s and introduced regulatory controls on production, imports, distribution and
pricing of crude oil and petroleum products. The Oil Coordination Committee was
formed to act as a regulatory body in this regard.

With the key objective of providing basic necessities to the economically weaker sections
of the society at affordable rates, the Administered Pricing Mechanism subsidized prices
for products like kerosene and LPG by correspondingly charging higher prices for other
products like gasoline and aviation fuel. Diesel prices were kept neutral.

The Administered Pricing Mechanism ensured fixed 12% post-tax return on net worth
deployed for refining, distribution and marketing of petroleum products. Also, petroleum
product prices were maintained at an even level throughout the country by balancing
various subsidies through a number of pool accounts.

However, in 1991, critical balance of payment position impelled the Indian government
to launch general economic reforms with the objective of transforming the regulated
economy into a market-driven one and attract investments from the private sector.

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Under the liberalization policy, a number of structural changes have already been
effected in form of the private sector being allowed to carry out refining as well as
marketing of a limited number of petroleum products e.g. LPG, naphtha, Aviation fuel,
fuel oil etc.

The most significant step towards liberalization in the oil industry however was
announced in November 1997 in form of a blueprint for de-regulation of the Indian oil
industry.

As per the de-regulation policy, the Indian oil sector is scheduled to be completely
deregulated from April 2002 in all aspects of pricing, imports and exports of crude and
petroleum products.

Major contributory factors for high demand growth rates in India:

The steady growth in GDP and purchasing power on part of the Indian population has
resulted into a corresponding growth in consumption of petroleum products in India. A
few factors, which have particularly been significant in this regard, are:

1. Significant growth in passenger car population (From 2.3 million private motor
vehicles in 1991 to 3.9 million in 1998 - Annual growth of more than 7% From 14.1
million two-wheeled motor vehicle in 1991 to 27.9 million in 1998)

2. Significant growth in transportation vehicles like trucks (From 21.3 million trucks and
tankers in 1991 to 40.4 million in 1998)

3. Replacement of conventional cooking fuels including kerosene in urban regions by

LPG (The use of LPG is increasing in rural areas and is expected to contribute to future
growth.)

Refining:

Most of India's refineries were commissioned between 1950s and 1970s. Shell, Esso and
Caltex set up one refinery each in the 1950s. Indian Oil Corporation was formed in 1964

11
with 100% government ownership as a result of the merger of two government-owned
companies (one of which owned two refineries.). Cochin Refineries Limited and Madras
Refineries Limited were established in the 1960s by the Indian government in association
with Philips Petroleum, and Amoco, and National Iranian Oil Company, respectively.

All private sector oil companies were nationalized in 1976. Oil refining was thereafter
allowed to be carried out only by the government oil companies. However, with the
liberalization and deregulation measures implemented since early 1990s, private sector
players are allowed to own refineries in India.

Currently there are seventeen refineries in India totaling up to a refining capacity of 112
million tons per annum. Fifteen out of these belong to the state-owned oil companies and
one each is owned by a joint sector company (Mangalore Refinery & Petrochemicals
Ltd.) and a private sector company (Reliance)

Marketing

The marketing of most petroleum products was completely controlled by the government
through the above corporations until the early 1990s. The Oil Coordination Committee, a
regulatory body of the government of India, allocated the refined products to various
marketing companies. Also, the prices of most petroleum products were fixed under the
administered pricing mechanism.

As a result of economic liberalization measures of the government of India, implemented

over the past few years, many products have been de-controlled for private sector
companies to market them at the market-determined prices, e.g. lubricants, greases,
benzene, toluene, naphtha, LPG, aviation turbine fuel, kerosene, fuel oil, bitumen etc.

Also, imports and exports of all petroleum products, except gasoline, diesel, kerosene (for
the public distribution system), and LPG (for domestic fuel consumption) have been
deregulated as of April 1, 1998 allowing private sector entities to import and export these
products.

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However, four products, namely LPG (for domestic fuel consumption), gasoline,
kerosene (for the public distribution system) and high-speed diesel continue to be
exclusively marketed by the state-controlled corporations only.

As per the de-regulation policy announced by the Government of India, private sector
refiners and other companies will be allowed to market diesel, LPG, gasoline and
kerosene at market-driven prices from April 1, 2002 provided they satisfy the criteria laid
by the government for acquiring the marketing rights. (These criteria include a condition
of minimum investment of Rs.20, 000 million ($429 million) in exploration and
production or refining or pipelines or terminals)

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 CHAPTER-2

RESEARCH DESIGN

STATEMENT OT THE PROBLEM:

The study is to visualize and critically analyze the effect of advertisements and sales
promotional activities in Indianoil Corporation limited in sink with the petroleum sector
of Indian companies towards Consumer or Buyer who essentially utilizes the products
and service of IOCL. Thus determine that advertising and sales promotion continues to
occupy a prime place as major factors confronting petroleum and other products.

OBJECTIVE:

The principle objective of the study is to analyze the EFFECTIVENESS OF

ADVERTISING AND SALES PROMOTION of IOCL.

The special objectives of the study are:

a) To analyze that advertisements and promotional activities creates a brand
image, which influences the buying behavior.
b) Compare the competitive and promotional strategies of IOC and sales with
competing brands.
c) To know the impact of advertising through famous personalities in the
present market condition.
d) To know the attributes in advertising and promotional activities as an
efficient tool.

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Need for the study:

This study helps to understand more about the IndianOil petroleum, premium branded
fuel among the premium fuels in the oil industry. Various scenarios where advertisements
and promotional activities can be created which involve the introduction of new branded
fuels or modification to the existing petroleum products to determine effects of these
changes on market preferences.The information on brand equity can be used to test.

• To analyze the customer preferences towards branded and generic fuel

consumption based on the advertisements.
• To determine the efficient methods of promoting the products.
• To study the awareness and the market change before and after the
advertisements.
• Opportunity to increase the market share and introduction of a new product.
• Determine the extension of the branded fuel consumption which convinces the
potential customer.
 To find the effectiveness of advertisements in customers buying behavior.

Scope of the study:

The scope of the study in this project relates only to advertisement and promotional
stream. The study aims towards the sensitivity of the consumers with regard to
advertisement of the product. This study attempts to assist the company to find out
impact of the advertisement in the present market.

The scope of the study was restricted only to Bangalore region. This study also aims
towards knowing the consumers opinion of IOCL.

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The scope of the study in this project relates to find the following.

1. To determine the importance of advertisements and promotional activities

impacting petroleum products and its utility in the present market scenario.

2. The advertisements and promotions which enhance petroleum sector in revenue

generation.

3. How IOCL competes other players from public sector and private sectors which
determines the competition in the petroleum sector.

4. The advertisement influencing the product and promoting the same.

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LIMITATIONS OF THE STUDY:

• This study is limited within Bangalore region only.

• The time period of the study is one month.

Some other drawbacks of the study

Time Constraint:
As the study was conducted as a part of the curriculum, the time available to procure data
restrained the sample to 100 consumers.

Area of Coverage:
As the study was restricted only to South Zone of Bangalore region, we couldn’t make
our survey in other regions.

Biased Information:
As customers were reluctant and scared to provide actual information, response is likely
to be biased in some cases.

Improper exposure of the product

Some customers were unaware of some branded fuels and person who endorses.

METHODOLOGY:

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 Collection of data is the process of enumeration together with proper recording of
results. The success of an enquiry is based upon the proper collection of data. Literature
was extracted from various sources, which includes web sites, company brochures,
annual reports and dissertations.

Secondary data are those which are already collected by some one for some
purpose and are available for the present study. For instance, the data collected during
census operations are primary data to the department of census and the same data, if used
by a research worker for some study, are secondary data.
Secondary data are those data which have been already collected and analyzed by
some earlier agency for its own use: and later same data are used by a different agency. A
secondary source is a publication, reporting the data
Which have been gathered by other authorities and for which others are responsible.

Sources of secondary data

The various sources of secondary data can be divided into two broad categories:
 Published sources
 Unpublished sources

Published Sources: Various governmental, international and local agencies publish

statistical data.

Unpublished sources: They are records maintained by various governments and private
offices, the researches carried out by individual research scholars in universities or
research institutes.
Various books, magazines are been used to collect the data and to have knowledge on the
topic chosen.

websites:

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1. Company profile: www.iocl.com
2. Product profile: www.petroleum.com
3. Other data: www.google.com

Books:
1. Aaker, David 1991, Managing Brand Equity
2. Cooper R. Donald and Pamela Schindler, Business Research Methods

Company brochures:
1. Annual circulars
2. Company reports

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TYPE OF RESEARCH:

The purpose of descriptive research is to provide an accurate snapshot of some

aspect of marketing environment, such as consumer perception of the attributes of
company’s product, distribution channel and important aspects of pens. The principal
survey options were questionnaires and personal interviews.
Questionnaire is the main instrument in collecting primary data. It consists of a set
of questions presented to customer for their answers. Questionnaire consists of both open
and close ended questions. Before setting a questionnaire pilot study was conducted.

SAMPLING PLAN:

The basic idea of sampling is that by selecting some of the elements in a

population we may draw conclusions about the entire population. Sampling is useful if
the population size is large.
Sampling unit: Individuals.
Sampling Method: Convenience Sampling.
Sampling Size: 100 Customers.
Sampling Plan : Questionnaires.
Sample Area : South Zone ; Bangalore.

POPULATION:
Population can be defined as complete sets of people about which we wish to
make some inferences. Population for this study is in Bangalore south zone. This study
was restricted to only five major premium brands of petroleum products VIZ. Xtra
premium, Speed, Power, Reliance, and Shell.

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SAMPLING TECHNIQUES:

Since each sample unit is drawn individually from population at large, it is

unrestricted sample. The members of the sample are selected on a probability basis.
Simple random sampling was used in which each population element has a known and
equal chance of selection.

SAMPLE SIZE:
Sample size means the number of sampling units to be selected from the
population for the investigation. Due to time and cost constraints, sample size for this
study was taking 100, which is a proportion of total population.

SAMPLE DESCRIPTION:
Sample unit is the entire population. The respondents are students, employee
businessman, and professional.

INSTRUMENTATION TECHNIQUES:
The are two principal techniques available to researcher who is responding to a
research question or considering what data to collect in order to anticipate future
information needs:

 Secondary data
 Primary data

The staring of this study was provided by the use of secondary data. The first step
was to collect relevant information for the study to be conducted by referring business
books, project reports, and other articles from news paper, internet. Secondary data
provided enough information to resolve the problem being investigated. Examining
available data is a perquisite to collecting primary data. It helped to define the problem
and formulate hypotheses about its solution.

21
 Primary data are those that are collected for the first time and they are original
character. The two basic method of collecting primary data are questioning and
observing. Former being reliable and time saving so in this study questioning method was
adopted for that survey was conducted.

ACTUAL COLLECTION OF DATA:

Data processing is an intermediary stage of work between data collection and data
analysis. Data processing involves classification and summarization of data in order to
make them amenable to analysis. Data processing consists of a number of closely related
operations-

1. Editing: The first step in processing of data is editing of complete

schedules/questionnaires. Editing is a process to detect and correct errors and
omissions.
2. Coding: Coding means assigning numbers or other symbols to the categories or
responses. In the time of tabulation it is necessary. In this study the coding has
been given during tabulation.
3. Tabulation: Tabulation is the process of summarizing raw data and displaying
them on compact statistical tables for further analysis. For this purpose, computer
has been adapted.
4. Graphic representation: Graphic representation involves use of graphics, charts
and other pictorial devices. In this bar diagram and pie charts have been used to
represent the result. Then it was analyzed and interpreted.

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 CHAPTER-3

PROFILE OF THE COMPANY

Indian Oil Corporation Limited

Indian Oil Corporation Limited (IndianOil) is the country's largest commercial enterprise

IndianOil is India’s No.1 Company in Fortune's prestigious listing of the world's 500
largest corporations, ranked 153 for the year 2006. It is also the 19th largest petroleum
company in the world.

IndianOil has also been adjudged No.1 in petroleum trading among the national oil
companies in the Asia-Pacific region.

India's Flagship National Oil Company

Beginning in 1959 as Indian Oil Company Ltd., Indian Oil Corporation Ltd. was formed
in 1964 with the merger of Indian Refineries Ltd. (Estd. 1958).
As India's flagship national oil company, IndianOil accounts for 56% petroleum products
market share among PSU companies, 42% national refining capacity and 69%
downstream pipeline throughput capacity.

The IndianOil group of companies owns and operates 10 of India's 18 refineries with a
current combined rated capacity of 54.20 million metric tonnes per annum (MMTPA) or
one million barrels per day (bpd). These include two refineries of subsidiary Chennai
Petroleum Corporation Ltd and one of Bongaigaon Refinery and Petrochemicals Limited.
IndianOil owns and operates the country’s largest network of cross-country crude oil and
product pipelines of nearly 8,000 km, with a combined capacity of 56.85 MMTPA.

23
Countrywide Network

IndianOil’s countrywide network of over 22,000 sales points is backed for supplies by its
extensive, well spread out marketing infrastructure comprising 165 bulk storage
terminals, installations and depots, 95 aviation fuelling stations and 87 LPG bottling
plants. Its subsidiary, IBP Co. Ltd, is a stand-alone marketing company with a nationwide
network of over 3,000 retail sales points.

For the year 2004-05, IndianOil sold 50.1 million tonnes of petroleum products,
including exports of 1.96 million tonnes. Its seven own refineries achieved a throughput
of 36.63 million tonnes, and the pipeline network transported 43.03 million tonnes of
crude oil and petroleum products.

IndianOil reaches Indane cooking gas to the doorsteps of 42.4 million households in over
2,100 markets through the country's largest network of 4,600 Indane distributors. The
country's leading SERVO brand lubricants from IndianOil, with over 42% market share
and 450 grades, are sold through more than 10,000 Company retail outlets, besides a
countrywide network of bazaar traders.

IndianOil's ISO-9002 certified Aviation Service, with 65% market share, meets the fuel
and lubricants needs of domestic and international flag carriers, Defence Services and
private aircraft operators

To maintain its strategic edge in the market place, IndianOil has planned investments to
the tune of Rs. 24,400 crore during the X Plan period (2002-07), mainly in linear
integration & diversification projects, besides refining and pipeline capacity expansions,
product quality upgradation and retail operations

24
Customer Care

Customer delight is the key driver of IndianOil’s marketing operations. Under the XTRA
retail outlet brand unveiled during 2003-04, IndianOil is making customers visiting its
petrol and diesel stations a number of XTRA offerings, including assured quality and
quantity, efficient forecourt service and high levels of housekeeping, choice of regular
and branded fuels, 100% electronic dispensing, cashless transactions, loyalty programmes
for cash & credit customers, and a number of non-fuel offerings tailor-made to customer
profile and requirements

Academy Company
IndianOil is an "academy" company with a score of full-fledged training centers across
the country building skills and competencies among IndianOil People to face the
challenges of the market place. Among these, the IndianOil Institute of Petroleum
Management (IIPM) at Gurgaon, the IndianOil Management Centre for Learning at
Mumbai, and the IndianOil Management Academy at Haldia have emerged as world-
class training and management academies.

Pioneering R&D
IndianOil's world-class R&D Centre has won recognition for its pioneering work in
lubricants formulation, refinery processes, pipeline transportation and alternative fuels. It
has developed over 2,100 formulations of SERVO brand lubricants and greases for
virtually all conceivable applications - automotive, railroad, industrial and marine -
meeting stringent international standards and bearing the stamp of approval of all major
original equipment manufacturers. A wholly-owned subsidiary company, IndianOil
Technologies Ltd., is commercializing the innovations and technologies of the Centre,
which has over 140 national and international patents to its credit. Apart from leadership
in development and commercialization of bio-fuels, the R&D Centre is currently the
nodal agency of the hydrocarbon sector in India for ushering in Hydrogen fuel in the
country.

25
Expanding Horizons

IndianOil is currently metamorphosing from a pure sectoral company with dominance in

downstream in India to a vertically integrated, transnational energy behemoth. The
Corporation is implementing a master plan to emerge as a major player in petrochemicals
by integrating its core refining business with petrochemical activities, besides making
large investments in E&P and import/marketing ventures for oil and gas in India and
abroad.

Spreading Wings
IndianOil is also strengthening its existing overseas marketing ventures and
simultaneously scouting new opportunities for marketing and export of petroleum
products to new energy markets in Asia and Africa.

Two overseas subsidiaries are already operational in Sri Lanka and Mauritius, and a
regional office at Dubai is coordinating expansion of business activities in Middle East
region. Within an year of incorporation, Lanka IOC Pvt. Ltd. (LIOC) has captured a 25%
market share in Sri Lanka, with a target to take it to about 40% in the near future.
IndianOil is investing US$ 18 million in Mauritius through its subsidiary, Indian Oil
Mauritius Ltd. (IOML), to set up a range of marketing infrastructure.

The Corporation has launched 11 joint ventures in partnership with some of the most
respected corporates from India and abroad -- Lubrizol, Nyco SA, Petronas, Oil tanking
GmbH, Marubeni, to name a few. SERVO lubricants are being marketed in Dubai, Nepal,
Bhutan, Kuwait, Malaysia, Bahrain, Indonesia, SriLanka, Kyrgyzstan, Mauritius,
Bangladesh, etc.

IndianOil's sincere commitment to Quality, Safety, Health and Environment is reflected

in the series of national and international certifications and awards earned.

IndianOil. Bringing Energy to Life.

26
The Path of Growth:

1958

Indian Refineries Ltd. was formed with Mr Feroze Gandhi as Chairman.

1959
Indian Oil Company Ltd. was established on 30th June 1959 with Mr. S. Nijalingappa as
the first Chairman.

1960
Agreement for supply of SKO and HSD was signed with the then USSR. M.V:
"Uzhgorod" carrying the first parcel of 11,390 tonnes of HSD docked at Pir Paul Jetty in
Mumbai on 17th August 1960.
1962
Pt. Jawaharlal Nehru inaugurated Guwahati Refinery.
Construction of Barauni Refinery commenced.
1963
Foundation was laid for Gujarat Refinery

Indian Oil Blending Ltd. (a 50:50 Joint Venture between IndianOil and Mobil) was
formed.
1964
Indian Oil Corporation Ltd. was born on 1st September 1964 with the merger of Indian
Refineries Ltd. with Indian Oil Company Ltd.

Barauni Refinery was commissioned.

The first petroleum product pipeline from Guwahati to Siliguri (GSPL) was
commissioned.

1965

Dr. S.Radhakrishnan inaugurated Gujarat Refinery, the then President of India.

Barauni-Kanpur Pipeline (BKPL) and Koyali-Ahmedabad product Pipeline (KAPL)
commissioned.

27
IndianOil People maintained the vital supply of Petroleum products to Defence in 1965
War.
1966
The first long-term agreement was signed for harmonious employee relations.
1967
Haldia Baraurii Pipeline (HBPL) was commissioned.

Bitumen and Marine Bunker business began.

1968
Techno-economic studies for Haldia-Calcutta, Bombay-Pune and Bombay-Manmad
Pipelines submitted to the Government.
1969
IndianOil undertook the marketing of Madras Refinery products.
1970
IndianOil acquired 60% majority shares of IBP.

The same was offloaded in favour of the President of India under a Directive in 1972.

1971
Dealership/reservation was extended to war widows, disabled Defence personnel,
Freedom Fighters, etc. after 1971 War.

1972
R&D Centre was established at Faridabad.

SERVO, the first indigenous lubricant was launched.

1973
Mrs Indira Gandhi laid Foundation-stone of Mathura Refinery, the then Prime Minister
of India.
1974
Indian Oil Blending Ltd. (IOBL) became the wholly owned subsidiary of IndianOil.

28
Marketing Division attained a new watershed with a market participation of 64.2%.
1975
Haldia Refinery was commissioned.

Multipurpose Distribution Centers were introduced at 132 Retail Outlets pioneering rural
convenience.
1976
Private petroleum companies nationalized.

Burmah Shell became BPC.

1977
R&D Centre launched Nutan wick stove.
1978
Phase-wise commissioning of Salaya-Mathura Crude Oil Pipeline (SMPL) began.
1979
Barauni Refinery and Bongaigaon Refinery and Petrochemicals Ltd. (BRPL) affected by
Assam agitation.
1980
The second Oil Shock was witnessed as a result of Iranian Revolution. Crude Oil price
flared to a new high of $32 per barrel.

1981
Digboi Refmery and Assam Oil Company's (AOC) marketing operations were vested in
IndianOil. It became Assam Oil Division (AOD) of IndianOil.
1982
Mathura Refinery was commissioned.

Mathura-Jalandhar Pipeline (MJPL) was commissioned.

1983
massive augmentations of LPG storage and distribution facilities were undertaken.
Proposal for the 6 MMTPA Refinery at Karnal was submitted at an estimated cost
of Rs l,181 Crore.

29
1984
Taluka Kerosene Depots (TKOs) were commissioned for improved availability of
kerosene in rural and hilly areas in addition to Multipurpose Distribution Centers.

Foreshore terminal at Kandla Port was commissioned.

Integrated Corporate Planning -ten year Perspective Plan and five year LRP initiated.

1985
The new office complex for the Registered Office of the Corporation and Head Office of
Marketing Division with a total area of 23,110 square meters was completed.

Additional Coking Unit at Barauni Refinery commissioned.

1986
A new Foreshore Terminal at Madras commissioned.
1987
Test marketing of 5 kg. LPG cylinders began in 1986-87 in Garo Hills and Kumaon.

1988
DFR of Karnal (Panipat) Refinery was submitted to the Government of India.

1989
Salaya-Mathura Pipeline (SMPL) was suitably modified for handling Bombay High
Crude during winter.

1990

Kandla-Bhatinda Pipeline (KBPL) project was approved.

The first LPG Bottling Plant of Assam Oil Division (AOD) at Silcher was commissioned.

30
1991
Digboi Refinery Modernization project was initiated.

Bunkering facility at Paradip was completed.

1992
Revamp of Vacuum Distillation Unit at Mathura Refinery was completed.

Two of the Indian Oil Table Tennis players represented the nation at Barcelona Olympic
Games.

1993
New era of Microprocessor based Distributed Digital Control System (DDCS) replacing
the pneumatic instrumentations began in Refineries, in phased manner.

1994
India's First Hydro cracker Unit was commissioned at Gujarat Refinery.

Vision-2000, the Retail Visual Identity programme was launched to upgrade facilities at
Retail Outlets.

1995
1,443 km. long Kandla-Bhatinda Pipeline (KBPL) was commissioned at Sanganer.

The lndane Home Shoppe was launched.

1996
State-of-the-art LPG Import Terminal at Kandla with a capacity of 6,00,000 tonnes per
annum was commissioned.

1 million metric tonne per annum (MMTPA) new CDU at Haldia Refinery was executed
with in-house supervision.

31
Indianoil Institute of Petroleum Management (IIPM) successfully conducted the first
batch of one year International MBA (iMBA) programme.

1997
Commercial production of SERVOIII Titex Grease commenced at the world's first Titex
Plant at Vashi, Bombay.

Business Development received new thrust.

Indian Oil entered into LNG business through Petronet LNG -a JV Company.

1998
Panipat Refinery was commissioned.

Haldia, Barauni Crude Oil Pipeline (HBCPL) was completed.

The Administrative Pricing Mechanism (APM) was withdrawn from the Refining Sector
effective 1" April 1998. Phase-wise dismantling of APM began.

IndianOil Board was reconstituted under the Navaratna concept, with the induction of
five part-time non-official independent Directors.

1999
Indian Hydrocarbon Vision -2025" was announced at PETROTECH-99, organised by
Indian Oil on behalf of the oil Industry.

India attained self-sufficiency in Refining.

Diesel Hydro-desulphurisation Units commissioned at Gujarat, Panipat, Mathura and

Haldia Refineries.

Manthan -- the IT re-engineering project was launched.

32
2000
IndianOil crossed the turnover of the magical mark of Rs l ,00,000 Crore -- the first
Corporate in India to do so.

The IndianOil Foundation -- a non-profit trust -- the first of its kind in Corporate India,
was unveiled to protect, preserve and promote the country's heritage.

Y2K compatibility achieved.

JNPT Terminal was commissioned.

The Lube Blending Plant at Asoti and the Once through Hydro cracker Unit at Mathura
refinery were commissioned.

IndianOil entered into Exploration & Production (E&P) with the award of two
exploration blocks to IndianOil and ONGC consortium under NELP-I.

2001
Digboi Refinery completed 100 years of continuous operation.

Chennai Petroleum Corporation Ltd. (CPCL) and Bongaigaon Refinery and

Petrochemicals Ltd. (BRPL) were acquired.

Fluidized Catalytic Cracker Unit at Haldia Refinery was commissioned.

Augmentation of Kandla-Bhatinda Pipeline (KBPL) to 8.8 MMTPA completed.

Eight Exploration blocks awarded to the IndianOilled consortium under NELP-II.

Two Coal Bed Methane (CBM) blocks awarded to the consortium of IndianOil and
ONGC under CBM-I.

The investment proposal for Integrated PX/PfA project at Panipat was approved.

33
2002
APM dismantled. Pricing of Petroleum products decontrolled.

IBP Co. Ltd. was acquired with management control.

Barauni Refinery expansion project completed.

New generation auto fuels IOC Premium and Diesel Super introduced.

2003
Lanka IOC Pvt. Ltd. (LIOC) launched in Sri Lanka.

Retail operations began in Sri Lanka. IndianOil became the first Indian Petroleum
Company to begin downstream marketing operations in overseas market. Lanka IOC
became an independent oil company in Sri Lanka

Gasahol, 5% ethanol blended petrol, was introduced in select states.

INDMAX unit at Guwahati Refinery commissioned.

IndianOil Technologies Ltd. for marketing intellectual properties of R&D centre was
launched.
Foundation Stone of Panipat Refinery Expansion and PX/PTA projects laid.

Maiden LPG supplies to Port Blair

KVSPL (Product) Pipeline commissioned

SERVO became a Super Brand

2004
IndianOil turned a Gas marketer by sale of regasified LNG
IndianOil Mauritius Ltd.’s 18 TMT state-of-the-art Oil Storage Terminal at Mer Rouge
commissioned

34
 Board of Directors

Chairman

Director Director
Director (Finance) Director (Pipelines)
(HumanResources) (Planning & Business
Development)

Director (Research &

Director (Refineries) Director (Marketing)
Development)

Additional Secretary Joint Secretary Joint Secretary & Financial

Ministry Of Petroleum & Ministry Of Petroleum & Advisor
Natural Gas Natural Gas Ministry Of Petroleum &
Natural Gas

PART TIME, NON-OFFICIAL DIRECTORS

Principal Executives

Chief Vigilance Officer Advisor (Security)

35
 Executive Directors

 CORPORATE OFFICE

 REFINERIES DIVISION HEADQUARTERS

 REFINERIES

 PIPELINES DIVISION HEAD OFFICE

 MARKETING DIVISION HEAD OFFICE

 R&D CENTRE

36
Map no 1: Area of operation

37
 The organizational structure of IOCL

General Manager

DGM

Chief FM Chief HRM Chief Sales Chief Marketing

Senior FM Senior HRM Senior Manager Senior Manager

F.M HRM Sales Manager Marketing Manager

Deputy Manager Deputy HRM Deputy Manager Deputy Manager

Assistant Manager Asst. HRM Asst. Manager Asst. Manager

Objectives

38
PRODUCT & SERVICE PROFILE

SERVO
Indian Oil's SERVO:IndianOil's Global Brand.

SERVO is India's largest selling lubricant brand.

SERVO range of lubricants enjoys approvals from
major Original Equipment Manufacturers (OEMs)
including new generation cars. 9,000 Retail Outlets
and a countrywide network of SERVO SSls and SSAs Bazaar traders offer SERVO range
of lubricants to customers.

The SERVO range of lubricants is used in almost every application covering automotive,
industrial and marine sectors. SERVO range of lubricants is fast emerging as a Global
Brand with wide acceptance in UAE, Malaysia, Mauritius, Bangladesh, Bahrain, Sri
Lanka, Nepal, Yemen, Kenya, Kuwait, Burkina Faso, Reunion Islands and other markets.
SERVO has been designated as a SUPERBRAND. SERVO has genuine oil tie ups with
a wide range of companies like Hyundai, Maruti, Bajaj, and Lancer. Anil Kumble, the
ever-dependable sporting icon is SERVO Brand Ambassador.

Developed exclusively at Indian Oil’s world-class R&D Center at Faridabad, there is a

SERVO lubricant for virtually every single application. With over 42% market share and
450 grades, the country's leading SERVO brand lubricants from Indian Oil are sold
through over 8,100 Indian Oil petrol/diesel stations, over 1,300 SERVO Shops and a
countrywide network of bazaar traders.

39
Indane LPGas

Indian Oil Indane LPGas is used in 40 Million homes

as cooking fuel and commands over 48% market share
in India. Indane LPGas is marketed through a network
of 4350 Indane distributors. Widely used in
commercial sectors like industries, hotels &
restaurants, medical labs, etc. 87 Indane Bottling Plants are spread across the country
with a combined bottling capacity of 3.77 MMTPA. New and convenient 5 kg Indane
LPGas cylinders introduced in rural and hilly regions for wider use by economically
weaker sections. Indian Oil’s auto LPG brand Autogas is the leader in the segment.

Marketed through a network 48 stations out of an industry total of 103 Auto LPG
Dispensing Stations.

IndianOilAviationService

Meets complete Aviation Fuel requirements of the

Defense Services and for over 75 Domestic and
International airlines besides private aircraft
operators. IndianOilAviation Services is ISO 9002
certified and entrusted with WIP refueling for
national and overseas dignitaries. Indian Oil’s prompt, courteous and 'No-Delay' Aviation
Fuel Service has received accolades from major customers. Always on call for providing
services in exigencies of war and peace.

Indian Oil Aviation Services has a market share of 65% with a network of 95 Aviation
Fuel Stations (AFS) Indian Oil Aviation Services is not only the largest aviation fuel
marketer in the country but also the most preferred supplier of jet fuel for customers in
India and abroad. Indian Oil Aviation Services serves over 71 International airlines
besides the domestic airlines in India. From Thiruvananthapuram in the South, to Leh in
the North. From Porbandar in the West to Ziro in the East.

40
Indian Oil Aviation Services covers India like no one else. In fact, every 1.6 minutes, an
aircraft is being refueled by Indian Oil Aviation Services, somewhere in the country. It
also caters to over 90% demand of the Indian Defense services, besides the sensitive
requirements of WIP flights at all the airports and at remote helipads/helibases across the
Indian subcontinent. Indian Oil Aviation Services not only maintains world-class
standards in operations and safety but also conforms to the stringent global quality
requirements of Aviation Fuel storage and handling.

Presently, Indian Oil has earned this accreditation for thirteen major Aviation Fuel
Stations including at all international airports. Eleven of the fourteen quality control
laboratories have also earned this accreditation. Indian Oil is also the first in India to have
adopted a Quality Control Index System based on a quality audit. Fourteen DGCA
approved Indian Oil laboratories spread across the country carry out full specification
tests for Aviation Fuels.

Indian Oil’s Aviation Services, with 68% market share, meets the fuel and lubricants
needs of domestic and international flag carriers, Defence Services and private aircraft
operators through 93 aviation fuelling stations. Between one sunrise and the next, Indian
Oil refuels over 900 aircrafts. In fact, the refueling never stops and neither does our
customer service, which is round the clock. The wing’s foreign exchange earnings during
the year 2002-03 touched Rs. 898 crore.

AutoGas

Autogas (LPG) has been introduced in Hyderabad,

Bangalore and Mumbai markets. This alternative
fuel is a good business proposition in the long term,
and Indian Oil intends to further expand its
marketing in a big way.

41
PremiumFuels

India's first 91 Octane petrol Xtra Premium

reinforced with Multifunctional Additives for

Extra mileage -Greater Acceleration Super Mileage and Super Pick-up

Faster pick-up -Lower maintenance Costs
Longer engine life -Enhanced overall
performance
Eliminates engine knockings
India's leading Diesel Brand -XtraMile
Enhances cleaning of engines
Minimizes exhaust emissions
Restores peak engine power and
acceleration
Reduces maintenance cost

Indian Oil’s branded

fuels Xtra Mile and
Xtra Premium have
made a significant impact in the petroleum retail market.

Xtra Mile, Indian Oil’s new generation High Speed Diesel with world-class additives has
taken a leadership position in the market.

The launch of premium fuels – Xtra Premium and Xtra Mile (originally IOC Premium
and Diesel Super respectively), marks a new beginning for Indian Oil and its customers.
Xtra Premium is, in fact, the only petrol in India with 91 Octane and doped with
Multifunctional Additives. The maiden launch of these branded fuels took place in Delhi
on Sept. 24, 2002. Subsequently, Xtra Premium sales have been extended to 200 cities
and 750 petrol & diesel stations, and Xtra Mile to 850 cities and 1750 petrol and diesel
stations by the end of the financial year 2003 - 2004

42
XtraPower

Indian Oil's Xtra Power Fleet Card Program is a

complete fleet management solution for Fleet
Owners / Operators and Corporate. Xtra Power is
a Smart Card based Fleet Card Program, which facilitates cashless purchase of fuel &
lubes from designated retail outlets of Indian Oil through flexible prepaid and credit
facilities. The fleet card program also offers an exciting Rewards Program and unique
benefits like personal accident insurance cover and vehicle tracking facilities. Every time
you fill your fleet with fuel & lubes using your Xtra Power fleet cards at designated retail
outlets of Indian Oil, you earn XTRA Points. You can exchange your accumulated
XTRA Points for attractive gifts from Xtra Power Rewards Catalogue including free fuel
& lubes. In short, the Xtra Power Fleet Card Program offers you, not just amazing
convenience & security but also an opportunity to translate all your dreams into a reality.

‘Swagat’ Highway Flagship Retail Outlets

To cater the high growth areas of National
Highways forming a part of Golden Quadrilateral
and N-S, E-W corridors, Indian Oil has launched
Flagship Outlets, which have been branded as
“Swagat” Retail Outlets.

The facilities in the Swagat outlets is designed for, Best Q&Q standards in the industry
through Retail Outlet site and tank truck automation Third party certification through
Bureau Veritas Fortnight sampling thru Quality Audit Officers Training through a
professional agency for the Dealer

Incentives available on fuel purchases in the form of loyalty points redeemable against
fuel/lubes and other rewards. Availability of Xtra Mile and Xtra Premium. Forecourt
standards: strict housekeeping and maintenance standards ensure consistence
performance in terms of service, on time, every time.

43
Non-fueling offering tailored to increasing driver comfort and productivity. Non-fueling
offering through ‘Best-in-class’ alliance on exclusive basis wherever possible
(communication, food/rest, healthcare, parking, vehicle care.)

There are 111 such ‘Swagat’ Flagship ROs planned across the country of which 45
‘Swagat’ Flagships have already been commissioned with a complement of fuel and non-
fuel.

XtraCare

The launch of Xtra Care was the culmination of a

series of plans in retail design, product and service
upgradation, capability training, automation, loyalty
programme, retail site management techniques all
benchmarked to global standards. While the
industry standard is to take samples on a quarterly basis, Indian Oil has moved several
steps ahead by introducing fortnightly random sampling with specific importance given
to RON (Research Octane Number) sampling which is truly the definitive test for quality
and quantity. The surveillance audits by BV are being done on a more comprehensive
basis. In another pioneering move, the third party certification, by BV, is also being done,
for the first time, on a range of parameters that include hygiene, service, efficiency of
fore court, allied services and customer satisfaction.

The non-fuel services are being given a major fillip in the Indian Oil XtraCare plan with a
wide range of loyalty programme with –Xtra Rewards, Xtra Power and co-branded cards
like Indian Oil-Citibank credit cards. The automation project of XtraCare is by far the
most state-of-the-art in the country. The cutting edge technology includes automatic tank
level gauges, temperature sensors, density measurement sensors, back-office server with
DU controls, automatic bill printing facility, customer database, etc.

44
Prices of Petrol in 4 Metro cities

DATE DELHI* KOLKATA* MUMBAI* CHENNAI*

04.06.02 29.94 29.39 33.45 31.05
16.06.02 29.18 29.63 33.72 31.30
01.07.02 29.18 29.63 33.64 31.64
01.08.02 29.18 29.63 33.64 31.64
16.08.02 29.00 29.44 33.44 31.44
01.09.02 29.20 30.64 33.65 31.66
16.09.02 29.66 31.10 34.15 32.16
01.10.02 29.91 31.35 34.42 32.42
17.10.02 30.24 31.68 34.95 32.07
01.11.02 30.26 31.70 34.98 32.80
16.11.02 29.57 31.01 34.23 32.05
01.12.02 28.91 30.42 33.63 31.45
03.01.03 29.93 31.44 34.73 32.55
16.01.03 30.33 31.84 35.18 32.99
01.02.03 30.71 32.21 35.58 33.99
01.03.03 23.10 33.61 37.08 34.89

45
 16.03.03 33.49 35.00 38.59 36.39
01.04.03 33.49 35.00 35.25 36.39
16.04.03 32.49 34.00 37.25 35.48
26.04.03 31.49 33.00 36.43 34.40
16.05.03 30.40 31.91 35.25 33.22
01.06.03 30.30 31.81 35.14 33.11
31.08.03 32.40 35.26 37.42 35.39
16.10.03 31.70 34.50 36.66
Revised Prices of Petrol and Diesel at State Capital Towns34.36
15.12.03 32.70 35.57 37.74 35.71
RETAIL SELLING PRICES AT
31.12.03 33.70 36.61 38.83 36.79
15.06.04
STATE CAPITALS 35.71 38.69 40.96
WEF 16.02.07 38.96
31.07.04 36.81 39.83 MS(Petrol)42.15
HSD(Diesel) 40.15
NORTH 04.11.04 39.00 42.10 44.49 42.51
NEW 15.11.04
DELHI 37.84 40.89 42.85 30.25
43.23 41.25
AMBALA01.04.05 37.99 40.89 43.47 30.34
43.23 41.25
CHANDIGARH 44.09 30.62
20.06.05 40.49 43.79 45.93 44.26
DEHRADUN 44.59 32.71
06.09.05 43.49 46.90 49.16 47.49
JAIPUR 46.50 33.08
05. 06.06 47.51 51.07 53.50 51.83
JULLUNDER 46.93 30.08
JAMMU 20.06.06 46.85 51.07 44.79 52.71
31.00 51.83

LUCKNOW
29.11.06 44.85 48.99 46.43 33.67
50.58 49.67
SHIMLA
15.02.07 42.85 46.91 45.19 31.25
48.45 47.51
SRINAGAR
(Applicable 46.14 31.94
EAST
Midnight onwards)
KOLKATA 46.92 32.89
AGARTALA 42.87 30.40
BHUBHANESWAR 44.58 33.52
GANGTOK 45.67 33.24 *(Rs/ Litre)
GUWAHATI 45.53 31.39
IMPHAL 42.16 30.17
ITANAGAR 42.91 30.43
KOHIMA 43.31 30.49
PATNA 46.51 32.99
PORT BLAIR 37.82 29.21
RANCHI 43.99 33.02
SHILLONG 43.19 30.57
WEST
MUMBAI 48.45 34.97
AHMEDABAD 47.76 35.22
BHOPAL 47.00 35.56
PANJIM 44.38 33.20
RAIPUR 44.83 34.14
SOUTH
CHENNAI 47.51 33.32
BANGALORE 50.68 35.27
HYDERABAD 48.85 33.83
PONDICHERRY 46
41.92 31.76
TRIVANDRUM 46.05 33.73
Crude Oil Prices
Monthly published prices of Crude Oil

(Figs. in $/bbl)

47
 Month Year Brent Dubai Indian Basket
April 2004 33.25 31.68 32.36
May 2004 37.80 34.74 36.09
June 2004 35.04 33.43 34.22
July 2004 38.32 34.65 36.35
August 2004 43.04 38.55 40.53
September 2004 43.25 35.55 39.15
October 2004 49.64 37.54 43.37
November 2004 42.84 34.87 38.82
December 2004 39.53 34.20 36.65
January 2005 44.23 37.92 41.00
February 2005 45.37 39.87 42.58
March 2005 52.91 45.84 49.27
April 2005 51.82 47.20 49.43
May 2005 48.56 45.40 47.02
June 2005 54.39 51.08 52.72
July 2005 57.58 52.83 55.01
August 2005 64.12 56.60 60.02
September 2005 62.91 56.54 59.91
October2005 58.61 53.96 56.28
November 2005 55.18 51.39 53.14
December 2005 56.91 53.20 55.05
January 2006 63.05 58.44 60.54
February 2006 60.12 57.61 58.95
March 2006 62.10 57.82 60.01
April 2006 70.16 64.06 67.02
May 2006 69.83 65.00 67.41
June 2006 68.69 65.22 66.95
July 2006 73.66 69.17 71.36
August 2006 73.11 68.77 70.84
September 2006 61.71 59.82 61.04
October 2006 57.80 56.42 57.27

NA*= Not Available

Rest and Refreshment Dhaba

Dormitory, Toilets/Bathing facilities
Communications STD/ Fax facilities
Health care Health checkup for STD thru a tie-up
with Gates Foundation
Security Secured Parking Space
Vehicle Care OEM Service Station in alliance with
Tata Motors Limited
C-Store Convenience store thru alliance partners
of choice

48
49
 Company Profile with 7’S Model

According to Waterman, Organizational change is not simply a matter of structure

although structure is a significant variable in the management of change. Again it is also
not a simple relationship between strategy and structure, although strategy is also critical
aspect. In their view effective organizational changes may be understood to be a complex
relationship between strategy, structure, system, style, skill, staff and shared values
(Super Ordinate Goals). The complex relationship is diagrammatically
presented in Figure

Struct
ure

Strate
System
gy
Shar
ed
Valu
es

Skills
Style

Staff

50
 1. Strategy
It refers to set of decisions and action aimed at gaining a sustainable
competitive advantage.

VISION

A major diversified, transnational, integrated energy company, with national leadership

and a strong environment conscience, playing a national role in oil security& public
distribution.

MISSION

To achieve international standards of excellence in all aspects of energy and diversified

business with focus on customer delight through value of products and services, and cost
reduction.

To maximize creation of wealth, value and satisfaction for the stakeholders.

To attain leadership in developing, adopting and assimilating state-of- the-art

technology for competitive advantage.

To provide technology and services through sustained Research and Development.

To foster a culture of participation and innovation for employee growth and

contribution.

To cultivate high standards of business ethics and Total Quality Management for a
strong corporate identity and brand equity.

To help enrich the quality of life of the community and preserve ecological balance and
heritage through a strong environment conscience.

IndianOilPeople...
towards Excellence...

51
 Company Objectives

 To serve the national interests in the oil and related sectors in accordance and
consistent with Government policies.

 To ensure and maintain continuous and smooth supplies of petroleum products by

way of crude refining, transportation and marketing activities and to provide
appropriate assistance to the consumer to conserve and use petroleum products
efficiently.

 To earn a reasonable rate of interest on investment.

 To work towards the achievement of self-sufficiency in the field of oil refining by

setting up adequate capacity and to build up expertise in laying of crude and
petroleum product pipelines.

 To create a strong research and development base in the field of oil refining and
stimulate the development of new product formulations with a view to
minimize/eliminate their imports and to have next generation products.

 To maximize utilization of the existing facilities in order to improve efficiency

and increase productivity.

 To optimize utilisation of its refining capacity and maximise distillate yield from
refining of crude to minimise foreign exchange outgo.

 To minimise fuel consumption in refineries and stock losses in marketing

operations to effect energy conservation.

 To further enhance distribution network for providing assured service to

customers throughout the country through expansion of reseller network as per

52
 Marketing Plan/Government approval.

 To avail of all viable opportunities, both national and global, arising out of the
liberalisation policies being pursued by the Government of India

 To achieve higher growth through integration, mergers, acquisitions and

diversification by harnessing new business opportunities like petrochemicals,
power, lube business, consultancy abroad and exploration & production

Obligations

Towards customers and dealers

To provide prompt, courteous and efficient service and quality products at fair
and reasonable prices.

Towards suppliers
To ensure prompt dealings with integrity, impartiality and courtesy and promote
ancillary industries.

Towards employees
Develop their capability and advancement through appropriate training and career
planning.

Expeditious redressal of grievances

Fair dealings with recognized representatives of employees in pursuance of
healthy trade union practice and sound personnel policies.

53
 Towards community

 To develop techno-economically viable and environment-friendly products for the

benefit of the people.
 Encourage progressive indigenous manufacture of products and materials so as to
substitute imports.

 To ensure safety in operations and highest standards of environment protection in

its manufacturing plants and townships by taking suitable and effective measures.

Towards Defence Services

 To maintain adequate supplies to Defence Services during normal and emergency

situations as per their requirement at different locations.

Financial Objectives

 To ensure adequate return on the capital employed and maintain a reasonable

annual Dividend on its equity capital.

 To ensure maximum economy in expenditure.

 To manage and operate the facilities in an efficient manner so as to generate

adequate internal resources to meet revenue cost and requirements for project
investment, without budgetary support.

 To develop long-term corporate plans to provide for adequate growth of the

activities of the Corporation.To endeavor to reduce the cost of production of
petroleum products by means of systematic cost control measures.

54
2. Structure

The design of organizational structure is a critical task of the top

management of an organization. It is the selection of the whole
organizational. Organizational structure refers to the relatively more
durable organizational arrangements and relationships. It prescribes the formal
relationship among various position and activities. Arrangements
about reporting relationships, how an organizational member is to
communicate with other members, what role he is to perform and what rules and
procedures exist to guide the various activities performed by
members are all part of the organizational structure.

Organizational Structure Performs the Following Major Functions

The overall responsibility for the safe and efficient operations at the
location shall rest with the location in charge. However all the officers working at the
location shall have the following functions as entrusted by the location in charge from
time to time.
i] Implement all the statutory requirements related to receipts storage and
dispatch of products.
ii] Impart adequate training to all subordinates enabling them to perform
their duties satisfactorily.
iii] Develop and maintain good relationship with all customers and other
connected agency.
iv] It undertakes a wide variety of activities through devices such as
departmentalization, specialization, division of labor of delegation of
authority.

55
 In Indian Oil Corporation Ltd., structure is flexible enough to counter any balance
of the external environment. This will help in the smooth functioning of the company.
The company is also having regional office at and to takes any situation in the external
environment.

The general manager of company is in a position to control the activities of

different department on the organization. For taking the entire problem he meet the
knowledge of about both technical and managerial knowledge.

The employees of each department is responsible for the activities done in their
respective departments and answerable and reporting to the department
manager.

In the organization the department manager comes under the top management
level. Under these position the operation officer, account officer and sales officer are
present they comes under the middle level management and other workmen, clerks,
security guards comes under the lower level management of the organization.

In Indian Oil Corporation of each department is interlinked with other

departments has to maintain a good control with other departments.

3. System

System refers to all the rules, regulation and formal procedure and
informal that complement organizational structure. It includes buying and
selling, planning and control system, capital budgeting system, recruitment,
training and development schemes. Unloading diesel from road / rail tankers and
pumping to diesel storage tanks.

56
 In Indian Oil corporation Ltd., there is a separate department to plan and control the
buying activities in this department the organization has to
account for how much oil the trucks have to bring. The buying is planned according to
the capacity of sales from each department.

Recruitment is the process of searching prospective employee and the

recruitment of employees are carried out at the Regd Head Office, Mumbai in the
Human Resources Department. In case of vacancies or in case of
appointing from outside, Indian Oil Corporation recruit people from reputed
educational institution on some times it will be published in newspaper. They are
conducting written test and interview. The qualified suitable candidate is
selected to the right job.

Training & Development

Indian Oil Corporation takes up training and development activities in an integrated

way, which includes all levels of employees. Training needs of
various levels of employees are assessed on the basis of manpower
planning. Discussions are also held between manager and employees for
assessing training needs.

1. All the personnel selected for operation department shall be thoroughly

trained before getting independent assignments especially for the
automated terminals.

2. The location in charge will ensure that all other personnel working. In the
working location receive adequate training in all functions of operations.
3. They conduct lecture and meetings.
4. The minimum period of training varies from a week to a month. (According to the
nature and complexity of the job)

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The organizations computer-training program for staff and officials
is being conducted for employees of maintenance departments and are trained under skill
development programs.

The company also offers refreshers courses for supervision, senior

supervisions and managers. Functional courses are offered in the areas of job safety at the
work place, work simplification, systematic management. There are occasional programs
on specification areas like manpower planning, performance appraisal etc.

4. Style:

Style of an organization is the evident through the patterns of actions

taken by the member of the top management team over a period of time.
Reporting relationships may also convey the style of the organization.

Leadership Style of Managers of Indian Oil Corporation Ltd.

• Maintain discipline in the organization.

• Gives instructions and Orders to the subordinates.
• Listened to subordinates and responds to their needs.
• Takes important decisions for the group.
• Maintain unity in the organization.
• Inspires and motivates the various members of his group.
• Achieve or formulate objectives for his groups.
• Maintain communication in the organization.

Indian Oil Corporation has its own style of running the organization. In the order
of the Indian oil corporation Ltd., every manager plays a vital role
(Top Management). The manager of the department takes all the plans, policies,
procedure etc.

58
 The department heads like marketing, security, finance, R&D, HR, and buying has
the authority to take decisions regarding their department. It is said, “Whenever some
responsibility is given some authority should be given”. Like marketing manager takes
decisions regarding sales of outlet, dealers of different marketing strategies. Like this
finance manager takes the decision regarding preparing Profit and Loss a/c and Annual
Report of the corporation.

Indian Oil Corporation have very good quality circle program through
which the employees and workers are allowed to discuss any existing problem or can
give suggestion regarding any problems to the department manager. This will built
healthy relationship between manager and subordinates and workers. The
entrance of Indian Oil Corporation is separately having board that reads that every
worker, driver or any outsider has to meet the manager for their
problems.

5. Staff

Staffing is the process of acquiring human resource for the organization and
assuring that they have potential to contribute to the achievement of the
organization goals. Staffing includes the selection, placement, training and
development of appropriate qualified employees.
In Indian Oil Corporation Ltd., a standard selection process has the
following steps screening application forms, selection test interview,
physical examination checking of references and placement.

Placement
After a candidate is selected for employment, he is placed on the job.
Initially the placement may be on probation, the period of which may extend from six
months to one year. After successful completion of the probation period, the candidate
may be offered permanent employment in the corporation.

Fresh appointments will normally be on the minimum of the grade to

which the appointment is to be made.

59
Pay on Promotion
An officer of IOC on promotion will be granted a national increment in the existing lower
scale pay thereafter will be the next higher stage in the
higher pay scale.

In Indian Oil Corporation Ltd., for giving training and development for employees, there
is a separate department at the Regional office. It arranges several training programs
within the organization to both top level and the subordinates on the subjects that is
helpful to the employees of all and freshers to develop their skill efficiently and
effectively. The total no. of officers in the corporation is 2005.

6. Skills
Skills refer to an organization dominant capabilities and competence
with employee. Every organization needs to have well trained and
experience people to perform the required activities. A skill is an individual
ability to translate knowledge into action.

The Indian Oil Corporation Ltd., has been giving importance to the supply and to buying
of the products or oils which is of superior quality. The aim of organization is to provide
quality to their customer satisfaction, consistent quality to all and competitive price to
every one of public. The company conducts different training program to employees in
order to meet the quality of product / oil the depot manager is also responsible of doing
the work in the organization. He has to take an active part in the working of each
department. The organizations success depends on the skills of the employees.

60
Indian Oil capabilities in downstream sector of operations in the oil sector include
• Technology service
• Oil and Maintenance
• Technology feasibility
• Inspection
• Quality Control
• Research and Development
• Shipping and Commercial
• Safety
• Quality Auditing
• Training
• Marine Oil Technology.

7. Shared Values
It refers to set of values and aspiration that goes beyond the
conventional formal statement of corporate objectives. The organizational
cultures can be viewed as system of shared values.

In Indian Oil Corporation every employee has to participate in taking the decision in the
organization.

The employees of the Indian Oil are doing good work and their efforts i.e. full utilization.
The finance department has to maintain proper accounts. The main aim of employee is to
develop the organization, their activities and their public service with efficiently.

The people of IOCL also gives good service to the outsiders like customers, servo lube
used by all automotives, LPG indane used in million homes for cooking, aviation fuel for
defense service, domestic service, private and international airlines, autogas for eco drive
in the cities, premium fuel for vehicles xtra power cards covering insurance and cashless
purchase of fuel and lubes, swagath outlets, xtra care providing rest refreshments
communication and health cares, retail outlets and K.S.R.T.C. etc., services in time,
which they have, approach again to the organization. They have to provide quick service
to public sectors.

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 SWOT ANALYSIS

STRENGTH:

 First largest refining, marketing and retail fuel pumps.

 Highest refining capacity.
 Obvious, have 8,000 km networks of pipelines, of crude oil and its products
across the country.
 Rising, gross turn over every year without looking backward (2003-04
Rs.130391.59crores, 2004-05 Rs.150928.16crores)
 Good record of accomplishment of timely execution of projects and avoiding cost
over runs.
 Consistent high levels of capacity utilization.
 Availability of necessary infrastructure.
 Appropriate corporate philosophy and R&D.
 Good manufacturing practices, Quality assurance and control.
 Facility of wide distribution network, product and process development.
 Good brand and corporate image.

WEAKNESS
 Dependant on refineries of other oil companies from different countries such as
Iraq, Lubrizol, Nyco SA, etc.,
 Needs more flexibility in management to take and speed up the decision-making.
Growing Union pressure.
 Problems of delegation of authority.
 Improvement in managerial expertise, skills and training.

62
OPPORTUNITIES

 Growth in passenger cars, two wheelers, transportation vehicles like trucks.

 Replacement of conventional cooking fuels including kerosene in urban and rural
areas or regions by LPG.
 Increase in Airline players in the Indian Airline industry
 Consistent profits help IOC to invest more in technology improvements to meet
the global needs
 Acquisition of additional outlets and addition of pipelines, increase in sales and
refining provides improvement in market share.
 To grow market share in the deregulated and high margin lubes business.
 IOCL’s joint ventures with foreign giants abroad helps the company to go global
 Liberalization allowed IOCL to operate globally in countries such as Lanka
(LIOC) and Mauritious Ltd. (IOML).

THREATS
 Increasing competition in the refining sector with commencement of new
refineries like Reliance petroleum’s 27 MMTPA Jamnagar refinery and Essar Oil
Ltd., they have also started their new outlets with new technology which is not
only an threat to IOC and also to the other petroleum companies.
 Dismantling of APM, means no more assured returns. [APM – Administered
Pricing Mechanism] this affects all petroleum companies.
 Now another threat is increase in 30ps in Xtra premium petrol from 19-06-2005.
Which came into practice on 20-06-2005, may also affects in reduction or slight
Reduction of sales of premium petrol.
 Competition is bound to be increased by upcoming private players like Reliance
petroleum.
 Threat from MNC entrants in domestic lubricants market.
 Threat of poaching (Adulterants) of retail outlets and dealers.

63
  Political instability hence changes in their rules, policies, and regulations, in
taxes, in duties and in import reservation licensing.
CHAPTER -4

ANALYSIS AND INTERPRETATION OF DATA

1. Number of respondents in a sample size of 100

CHART SHOWING THE PERCENTAGE OF RESPONDENTS

chart no : 1

DEMOGRAPHICS OF RESPONDENTS

14% 0% 7%

26%
53%

AGE < 25 26 - 40 41 - 50 >50

The respondents were mostly of the age more than 25years and within 41 years and it
were found that the elder most people were reluctant to give any insight of the research.
TABLE NO : 1
AGE NUMBER OF PERCENTAGE
RESPONDENTS
< 25 7 7
26 - 40 53 53
41 - 50 26 26
>50 14 14
100 100

64
 2. How do you select the fuels based on the attributes

CHART SHOWING THE TYPE OF FUEL USERS IN A SAMPLE OF 100

chart no : 2

DIFFERENT FUEL USERS

54
52
50
NUMBER OF DIESEL
More than RESPONDENTS 48
46
half of the 44
PETROL

42
people were PETROL DIESEL

diesel users TYPE OF FUEL

because of Series1

economical
in nature.
The response was qualitative.

TABLE NO : 2

FUEL USED NUMBER OF RESPONDENTS

PETROL 46

DIESEL 54

3. Mention any advertisement which made a real difference in your fuel

consumption

65
AWARENESS ABOUT THE BRANDED FUELS

chart no : 3

AWARENESS OF BRANDED FUELS

NO. 6%

YES . 94%

YES NO

Almost 94% of the respondents were aware about the branded fuels. Thus its clear that
the advertisement do makes a adverse affect in the buying behavior of the customers.

TABLE NO : 3

BRANDED FUEL PERCENTAGE

AWARENESS
94
YES
06
NO
4. Awareness of the different branded fuels

MOST BRANDS RECOLLECTED

66
Chart no-4

BRAND AWARENESS

30

25

20
No of
15
respondents
10

0
BP HP IOC REL SHL IBP
Series1 16 21 30 19 8 6

It is clear that all the players in the petroleum industry are giving more importance for the
advertisements and promotional activities. Compared to other oil companies, Indian oil is
making more product awareness among the customers.
TABLE NO : 4
BRANDS PERCENTAGE %
BHARAT PETROLEUM 16
HINDUSTAN PETROLEUM 21
INDIAL OIL 30
RELIANCE 19
SHELL 08
IBP 06
TOTAL 100
5. How the branded fuels become more aware in the market?

Chart no-5

67
 BRAND AWARENESS

FRIENDS 8

BUNK DISPLAY 14

PRINT MEDIA 13
Series1
RADIO 17

HOARDINGS 21

TV ADS 27

0 10 20 30
NO OF RESPONDECTS

From the research it is clear that maximum numbers of customers are having brand
awareness from the TV Adds. so it is clear that TV adds are more effective then any other
media of communication.
TABLE: 5

ADVERTISEMENT MEDIUM PERCENTAGE OF

RESPONDENTS
TV ADS 27
HOARDINGS 21
RADIO 17
PRINT MEDIA 13
BUNK DISPLAY 14
FRIENDS 8
TOTAL 100

6. Recognize some of the most popular branded fuel endorsers

IDENTIFICAFION OF BRAND AMBASSADORS

TABLE NO: 6

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 BRANDS BRAND AMBASSADORS
XTRA PREMIUM IRFAN PATHAN
SPEED M.S.DHONI &
N.KARTHICKAIN
POWER SANIA MIRZA

Chart No-6

IDENFIFYING BRAND AMBASSADORS

POWER. XTRA
22% PREMIUM.
32%

SPEED.
46%

XTRA PREMIUM SPEED POWER

From the analyses it is clear that the sports personalities makes more impact in the
minds of the customers. The brand speed is having more impact of brand awareness
because of the popularity of M.S.Dhoni-the dashing cricketer and the only India’s fastest
F1 champion.

Table No: 7

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BRANDS No OF RESPONDENTS
XTRA PREMIUM 32
SPEED 46
POWER 22
TOTAL 100

70
 7. What are the attributes of the advertisements that attracts the customers
attention
ATTRIBUTES OF THE ADVERTISEMENTS

Chart no-7

ATTRIBUTES OF THE ADVERTISEMENTS INFLUENCING CUSROMERS

ATTENTIONS

OTHERS 2
ANIMATIONS 6
INFORMATION 12
CAPTIONS 21
AMBASSADOR 43
NAME 16

0 10 20 30 40 50
No OF RESPONDENTS

Series1

From the analyses it is clear that the most preferences are given for the sports
personalities that make more impact in the minds of the customers. The other attributes
like captions, information of the product and animations do affect the buying behavior of
the customers.
TABLE: 8

ATTRIBUTES RESPONDENTS
NAME 16
AMBASSADOR 43
CAPTIONS 21
INFORMATION 12
ANIMATIONS 6
OTHERS 2
TOTAL 100

8. Rank the following branded fuels based on your preferences

RANKING OF THE BRANDED FUEL

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 Chart no-8

RANKING BRANDED FUELS

37
40
29
35
30 21
25
RESPONDENTS 20 11 Series1
15
10 2
5
0
Power Speed Xtra Reliance Shell
Premium

From the analyses it is clear that most preferential slot is dominating by power followed
by Speed and Extra Premium. The preference is based on the customer’s retention of the
advertisement.

TABLE NO; 9

BRANDS RESPONDENTS
Power 37
Speed 29
Xtra Premium 21
Reliance 11
Shell 2
TOTAL 100

CHAPTER-5
FINDINGS SUGGESTIONS AND CONCLUSION

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SPECIFIC FINDINGS:

The major findings based on the responses of two wheeler and four wheelers users of
indianoil petroleum from Bangalore region. Majority of the upper class customers are
happy using only branded fuels. Where the branded fuels provides the following
attributes the following characteristics.

• Fuel with friction buster.

• Good performances.
• More mileage.
• Engine safety with power etc
• Economical in cost.

GENERAL FINDINGS

1) Majority of the respondents are satisfied by the offerings of the INDIAN OIL
company.
2) The advertisement of the company on the brand fuels invokes the customers to try
this premium fuels and try to retain the customers.
3) The promotional activities of the company as been widely accepted by the market
thus the company expands its market potential and market share.
4) The brand of XTRA PREMIUM is again an above satisfied product in the view of
the respondents.
5) The promotion and the various advertising campaigns are a good source of
spreading and creating awareness.
6) The respondents are happy with the offerings of good mileage, better mileage;
faster pick up, smooth run of vehicle and lower maintenance cost.
7) The respondents though are aware of the XTRA PREMIUM brand of petrol, of
which the majority of them are not using it.
8) It is found that the respondents have a complaint on the pricing of the petrol and the
cost effectiveness of it.

73
9) It was found that the availability of the XTRA PREMIUM brand of petrol is very
often and in almost all the INDIAN OIL petrol bunks, but the usage of them are of other
products of the company.
10) It is found that XTRA PREMIUM brand of petrol is perceived to be expensive.
11) Increased demand for the petrol in the market and calculated supply: Over the
years it has been found that there has been a constant rise in the demand of the petrol and
its products. With the rising competition in the retail sector of sales in petroleum industry
their has been subsequent and calculated supply to ensure the profitability and
maintenance of the demand-supply ratio.
12) IOCL is successful in creating awareness to a large segment of people: with the
constant marketing activities and campaigns conducted and done by the company has
reflected in the success of creating awareness of its products in the mind of consumers.

74
Suggestions & Recommendations:
1. As the customers are influenced by the Mechanic/service person, the company
must make an agreement with the servicing corners and communicate well about
the servo lubricant.
2. Though, the brand image is high compared to the competitors’ the outlets must
create a friendly environment so that word-of-mouth on the brand could improve.
3. Company can decorate the outlets so that they can attract the new accounts.
4. To create customers as loyal provide good services through outlets.
5. Maintain a regular checking system for ensuring the appropriate stock level and
avoiding the adulteration of lubricant.
6. It is suggested that IOCL should put their ads on air through FM radio because
people while driving on Bangalore city roads are likely to listen and it is cheaper
compared to print media.
7. Further, the company can give ads in the big cinema halls and hotels.
8. Make use of modern blue tooth technology in mobile for advertising with clips
and visuals.
9. Conduct service campaign in associate with service stations for lightning the
features of product to the mechanics.
10. Make tie-ups with two wheelers companies for suggesting the servo lubricant to
their customers.
11. They should increase advertising through hoardings and banners.

75
 Conclusion
After undergoing detail study of the market, we conclude that the advertisement and sales
promotional activities of IOCL is having much impact in the present market senario,
people mainly concentrating on the performance and price of the lubricant, with respect
to the quality of fuel and some of the people are effectively influenced by the advertising
of IOCL.

INDIAN OIL CORPORATION has created a lot of brand awareness in the market and is
successfully received the results. Branded petroleum such as XTRA PREMIUM and
others have created awareness in youth segments mayoral and geographically also
restricted itself to cities and towns.
By this study it can be concluded that the INDIAN OIL brand of petrol is doing
considerably well in the market and the customers are aware of the branded petrol XTRA
PREMIUM. Through the effective advertisements and promotional activities alone
innovative strategy implementation in the market. The company should take into
consideration the findings and recommendations given in the project and try to improvise
on it and grow in continuing for the market leader and become the best.

In the market IOCL is having high market share and good brand image because it is the
oldest product in the market. In advertising major competitors for the IOCL are HP, BP,
and RELINCE etc.

The whole project which was undertaken in Indian Oil Corporation Limited, Bangalore
was a great experience for me. This provided me an opportunity to understand corporate
world and the market in Bangalore. I had an exposure to the external environment, which
is very different from our theoretical prospective and studies.

To conclude with, I should say that the project enlightened me with each and every aspect
of the market. I hope that the efforts made by me to formulate the strategies and
approaches will surely benefit the growth of Advertising and promotional activities of
IOCL with holding the maximum market share of the petroleum users.

76
 BIBLIOGRAPHY

L.NO NAME OF AUTHOR PUBLISHER EDITION

THE BOOK

1. Marketing Philip Kotler Prentice-hall 2003

management of India pvt. (11th)

(11th edition) Ltd.

2. Consumer Suja R. Nair Himalaya 2004

behaviour publishing

house

3. Consumer Leon.G.Schiffman Prentice-hall 7th edition

behaviour Leslie Lazar of India pvt.

Kanuk Ltd. 2003

4. Share holders loci loci 2005

review

WEBSITES:
www.iocl.com
www.googlesearch.com
www.yahoo.com
www.reliance.com

77
www.petroleum.com
www.cflogic.com

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