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    A

    Summer Internship Project Report

    On

    To research on loyalty programme and enhance the brand

    effectiveness of servo

    In the partial fulfilment of the Degree of

    Master of Management Studies (Marketing)

    under the University of Mumbai

    By

    Akshay Dolrich Dsouza

    Class & Roll No: MMS A 14

    Specialization: Marketing

    Batch: 2013-15

    Under the Guidance ofMr. Vineet Kaul

    Sr. Manager (branding), Indian Oil

    Prof. Amarpreet Ghura

    (Internal Guide)

    Guru Nanak Institute of Management Studies and Research

    Matunga, Mumbai-400019

    2013

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    CERTIFICATE

    This is to certify that the project work titled

    To research on loyalty programmes and enhance the brand effectiveness of servo

    is a bonafide work carried out by

    Akshay Dolrich Dsouza

    Class & Roll No: M.M.S. A 14

    a student pursuing Masters in Management Studies from

    Guru Nanak Institute of Management Studies

    under my guidance and direction

    Signature of Guide :

    Name : Mr. Vineet Kaul

    Designation : Sr. Manager Branding

    Companys Name : Indian Oil Corp. Ltd

    Address : Indian Oil Bhavan, Ali Yuvar Jung marg,

    Bandra east, 400051

    Date:

    Place:

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    ACKNOWLEDGEMENT

    A successful project can never be prepared by the single efforts of the person to

    whom project is assigned, but it also demands the help and guardianship of some familiar

    person who provides their help actively or passively in the completion of a project. In this

    context as a student pursuing Masters in Management Studies (Marketing), I would first of

    all like to express my gratitude towards my college Guru Nanak Institute of Management

    Studies and its council for allowing me to complete a worthwhile topic To research on

    loyalty programmes and enhance the brand effectiveness of servo to work upon and to boost my

    interest towards the same.

    I would like to express my gratitude to my guide Mr. Vineet Kaul for his valuable

    ideas, guidance and for providing the relevant data, time to time, to successfully complete

    this project. I convey my sincere thanks to him.

    In process of completing the project, I am also grateful to Prof. Amarpreet Ghura

    (GNIMS) for providing guidance and direction. I thank all my seniors, colleagues and

    friends for their significant contributions. The project couldnt have been complete without

    each of their time and vital help.

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    TABLE OF CONTENT

    SERIAL NO. TOPIC PAGE NO.

    1 EXECUTIVE SUMMARY 1

    2 INTRODUCTION 2

    3 SECTOR INFORMATION 4

    4 COMPANY

    INFORMATION

    5

    5 CHAPTER 1- TYPES OF

    LUBRICANTS

    7

    6 CHAPTER 2- SERVOs

    POPULAR PRODUCTS

    9

    7 CHAPTER 3- MAJOR

    COMPETITORS OF

    SERVO

    15

    8 CHAPTER 4- BRANDING

    AND PROMOTION

    16

    9 RESEARCH DESIGN 18

    10 FINDINGS 21

    11 SURVEY SAMPLES 25

    12 CONCLUSION 35

    13 BIBLIOGRAPHY 37

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    LIST OF TABLES AND GRAPHS

    PIE DIAGRAM- ENGINE OIL

    PREFRENCES

    21

    PIE DIAGRAM- GREASE

    PREFERENCE

    22

    PIE DIAGRAM- TRANSMISSION OIL

    PREFRENCES

    23

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    EXECUTIVE SUMMARY

    An energy self sufficient India can alter the economic, political and manufacturing landscape of the

    region.the quest for energy will create new economic and strategic challenges, right from mobilizing

    capital to engagingin subtle diplomacy.

    IndianOils own performance in the financial year 2006-07 was a case of exceeding expectationswith both turnover and profits reaching new highs, product sales registering quantum jump and the

    refineries as well as pipelines networkenhancing their capacities beyond 60MMTPA and registering

    record throughputs. New projects worth rs.10000cr were put on stream during the year. Among new

    business the petrochemical and naturalgas verticals and participating interests in a clutch of oil and

    gas assets in india and abroad has ensured expansion of the upstream portfolio.

    IndianOil has ambitious investment plans of rs.43,250 cr in the next five years. By 2011-12 the

    indian oil group with 80MMTPA refining capacity in its fold would be playing a key role in realizing

    Indias bid to merge as an export oriented hub for finished products. The pipelines network which

    provides strategic logistics advantage to the marketing operations, is also set to cross the 10,000km

    mark in next two years.

    In marketing IndianOil is set to leverage the combined strength of 32,000 marketinng touch points,

    with focus on hitherto untapped rural markets, non-fuel revenue and pure retailing business.

    IndianOil aspires to be Asias leading commercial R&D organisation in the downstream hydrocarbon

    sector by building on its capabilities in developing onnovative technologies, products and processes

    and nodal research in alternative fuels.

    Beyond core business IndianOil is working to merge as a major player in the petrochemical businessby the year2011-12, with two petrochemical hubs shaping up at Panipat and Paradip.In natural gas

    business it is attempting quantum growth in LPG imports, infrastructure and marketing besides city

    gas distribution.

    With Indias energy needs projected to grow by 40% in next five years,the future is indeed full of

    promises for IndianOil; future the 31,700 strong IndiaOil team shall build as they fuel the dreams of

    over a billions of their countrymen.

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    INTRODUCTION

    Lubrication is the art of reducing friction between rubbing or rolling surfaces. In the recent past two

    terminologies have gained currency turbology, the science of rubbling; Rheology, the study of stream of

    flow. The earliest knowledge of lubrication is evident from grease lubricated chariot wheels excavated from

    the ruins.Water is a natural lubricant but with very low viscosity and low boiling point,besides contributes to

    rusting and corrosion. Vegitable oils have excellent lubrication properties but have very poor oxidization

    stability,high pour point, rapid thickening etc. Hence most lubricants are petroleum based.SERVO brandfrom Indian oil is the brand leader among lubricants and greases in India and has been conferred as the

    consumer super brand status by super brand councils of india. Recognized for its brand leadership by the

    world brand congress an a master brand by CMO Asia. SERVO has now carved a significant niche in over

    20 countries across the globe.

    With over 1000 commercial grades and over 1500 formulations encompassing nearly every conceivable

    application, SERVO serves as on stop shop for complete lubrication solution in automotive industry and

    marine segments. Recognized for cutting edge technology and high quality products SERVO is backed by

    IndianOils world class R&D and an extensive blending and distribution network.

    The recent top end offerings in the segment are all new engine oils on a differentiated synthetic platform-

    SERVO futura synth, a 100% synthetic premium lubricant for diesel and petrol cars and SERVO 4T synth

    advanced synthetic oil for 4stroke two wheelers- represents a big leap in bringing technologicaly advanced

    motor oil of global standards to indian market. Both products offer outstanding engine protection and

    performance that far surpasses the benefits offered by conventional mineral oil based lubricants.In the

    retailing segment besides Indianoil petrol stations, SERVO range of lubricants is available through a

    network of unique SERVO stockist management system across the country. The products are available in

    every corner of the country through various retailing initiatives like SERVOXPRESS stations, Bazaar outlets

    and thousands of auto spare spare parts and shops across the country with a unique concept of Gramin

    SERVO to reach hinterland.

    RESEARCH

    How ever a product maybe , how excellent the quality and the contents mightbe but to stay in this cut throat

    competition every brand must have the best marketing and promotion. Without such promotions the product

    is not known to the people and the sustainablity for a long time is not possible.

    SERVO as a brand does all what is possible to beat its competitors. For that it takes the advantage of loyalty

    programmes for the mechanics. Through these loyalty programmes SERVO stays connected with the

    mechanics. It looks after the benefit of the mechanics by keeping them happy.Only when the mechanics arehappy with SERVO then they will promote the same to their customers. Hence satisfaction of the mechanics

    needs is very important as they are the ones who are directly in contact with the actual customers.

    Mechanics advice is the one thatcan do the true promotion of a brand of oil. So the core of the loyalty

    programme is to keep the mechanics so much satisfied that everytime they should recommend their

    customers to use SERVO engine oil. Only because of the specialist i.e. the mechanics advice there would be

    high demand for SERVO.

    This research will help to know how much such loyalty program helps to attract the mechanics. Such loyalty

    programmes are offered by most of the leading oil companies like Castrol, Mak, Mobil, Shell etc. Through

    this research it will be useful to know how do other cometitors attract the mechanics through their loyaltyprogramme. Most importantly the research will help to know is the loyalty programme really valued by the

    mechanic.

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    SECTOR INFORMATION

    The lubricating oil and grease are one of the most important sectors of the petrochemical industry. The

    lubricating oil and grease market in India is of the order of 1.3 million tonnes and is growing at around 4.5%

    annually. The moderate growth is paradoxically due to the supply of better quality of lubricants which have

    longer servicing capability. The lubricant market is estimated to grow to the level of 1.42 million tonnes in

    2006-07 and to approximately 2 million tonnes in 2014-15.

    The Indian lubricants industry claims to be the sixth largest in the world. It has the presence of almost all

    major MNCs which include Shell, Mobil, Gulf oil, Caltex. Some of these oil majors have even tied up or

    renewed old ties with public sector undertakings, thereby gaining the advantage of distribution and

    infrastructural networks. The industry is being constrained by high petroleum prices.

    The Lube market consists of two major segments, automotive and industrial, having a market share of 60%

    and 40%, respectively. Most of the competition is crowding into the first category. In the automotive

    segment, while cars and two or three wheelers segment accounts for 30% of the market, diesel operated

    engines, trucks and other heavy vehicles have the bulk share of 70%.

    According to India Automotive Engine Oil Market Forecast & Opportunities, 2018, the market for

    automotive engine oil in India has observed tremendous growth as a result of increasing automotive sales.

    The automotive engine oil market revenues are expected to grow at the CAGR of 19% till 2018. As a result

    of rise in consumer spending, the market is also witnessing increasing demand for luxury cars and heavy

    built motorcycles. The engine oil companies are getting benefitted as these vehicles require synthetic engine

    oils which are costlier than conventional engine oils.

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    COMPANY INFORMATION

    Indian Oil Corporation Ltd. is India's largest company by sales with a turnover of Rs. 4,73,210 crore and

    profit of Rs 7,019 crore for the year 2013-14. IndianOil is the highest ranked Indian company in the latest

    Fortune Global 500 listings, ranked at the 88th position. IndianOil's vision is driven by a group of dynamic

    leaders who have made it a name to reckon with.

    With over 34,000 strong workforce, IndianOil has been helping to meet Indias energy demands for over

    half a century. With a corporate vision to be the Energy of India, IndianOil closed the year 2013-14 with a

    sales turnover of Rs. 4,73,210 crore and profits of Rs 7,019 crore.

    The IndianOil Group of companies owns and operates 10 of India's 22 refineries with a combined refining

    capacity of 65.7 Million Metric Tonnes Per Annum (MMTPA), i.e. 1.30 million barrels per day

    approximately. IndianOil's cross-country network of crude oil and product pipelines spans 11,214 km with a

    capacity of 77.258 MMTPA of crude oil and petroleum products and 10 MMSCMD of gas. This network is

    the largest in the country and meets the vital energy needs of the consumers in an efficient, economical and

    environment-friendly manner.

    The Corporation has a portfolio of powerful and much loved energy brands that includes Indane LPG gas,

    SERVO lubricants, XtraPremium petrol, XtraMile diesel, PROPEL & petrochemicals, etc. Validating the

    trust of 82 million households, Indane has earned the coveted status of 'Superbrand'.

    With a steady aim of maintaining its position as a market leader and providing the best quality products and

    services, IndianOil is currently investing Rs. 47,000 crore in a host of projects for augmentation of refining

    and pipelines capacities, expansion of marketing infrastructure and product quality upgradation. IndianOil is

    the second largest player in the domestic petrochemical market. Twenty One new exports destinations were

    added during the year. During the year 2013-14 highest ever sales of petrochemicals 2.114 MMT has been

    achieved against 2.072 MMT during 2012-13. The sales revenue of Rs. 19,000 Crores was achieved during

    2013-14 compared to Rs. 16,534 Crores last year, registering 15.6% growth.

    Refineries of IndianOil- Digboi refinery (upper assam), Guwahati refinery (assam), Barauni refinery

    (bihar), Gujrat refinery (vadodra), Haldia refiney (west bengal), Mathura refinery (uttar pradesh), Panipat

    refinery (hariyana), Bongaigaon refinery (west guwahati), Pradip refinery (orissa).

    History of SERVO- SERVO was launched by IndianOil, India's flagship petroleum refining and marketing

    company, in 1972. The brand entered the market in collaboration with Mobil. After 1974, when the

    collaboration ended, SERVO went into an expansion mode. It developed an extensive marketing

    infrastructure, supported by one of Asia's most advanced research and development centres. Established in

    the suburb of New Delhi, in 1972, the R&D centre is a world-class facility that has to its credit several

    significant breakthroughs. Today, the brand is marketed through IndianOil's nation- wide retail outlets, now

    numbering over 20,000.

    Products- As being a huge organisation established since 1964 and hence then expanding rapidly IndianOil

    has come up with wide range of products and services. It is through the consistent research and development

    activitiesthat Indianoil that it is being able to identify, allocate and satisfy customer needs.

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    IndianOil is producing automotive lubricants, indane gas, autogas, natural gas, petrol, diesel, gas oil, jet

    fuel, marine fuels and lubricants, petro chemicals etc. The project being specifically about automotive

    lubricants and oils we would hence highlight the same.

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    CHAPTER 1- TYPES OF LUBRICANTS

    Engine oil

    The oil used in your car has two primary ingredients: base oil and additives. The base oil allows the motor

    oil to perform its vital function - lubricating the engine's moving parts to protect them against wear and tear

    caused by friction. The additives provide additional engine protection by helping to prevent the oil from

    deteriorating under the engine's extreme temperature conditions. Motor oil or engine oil is an oil used forlubrication of various internal combustion engines. The main function is to reduce wear on moving parts; it

    also cleans, inhibits corrosion, improves sealing, and cools the engine by carrying heat away from moving

    parts.Motor oils are derived from petroleum-based and non-petroleum-synthesized chemical compounds.

    Motor oils today are mainly blended by using base oils composed of hydrocarbons, polyalphaolefins , and

    polyinternal olefins (PIO), thus organic compounds consisting entirely of carbon and hydrogen. The base

    oils of some high-performance motor oils however contain up to 20% by weight of esters.

    Automotive Greases

    Grease is a semisolid lubricant. It generally consists of a soap emulsified with mineral or vegetable oil. The

    characteristic feature of greases is that they possess a high initial viscosity, which upon the application of

    shear, drops to give the effect of an oil-lubricated bearing of approximately the same viscosity as the base oil

    used in the grease. This change in viscosity is called thixotropy. Grease is sometimes used to describe

    lubricating materials that are simply soft solids or high viscosity liquids, but these materials do not exhibit

    the shear-thinning properties characteristic of the classical grease. For example, petroleum jellies such as

    Vaseline are not generally classified as greases.Greases are applied to mechanisms that can only be

    lubricated infrequently and where a lubricating oil would not stay in position. They also act as sealants to

    prevent ingress of water and incompressible materials. Grease-lubricated bearings have greater frictionalcharacteristics due to their high viscosity.

    Coolants

    Coolant is a half-and-half mixture of a form of glycol and water. The glycol represents the antifreeze

    element of the mix, guaranteeing that the fluid doesn't turn into ice under harsh winter conditions. On the

    other hand, glycol also prevents the coolant from reaching the boiling point in Death Valley heat; it keeps

    engine temperatures stable under all climate extremes and driving conditions.

    Brake fluids

    Brake fluid is a type of hydraulic fluid used in hydraulic brake and hydraulic clutch applications in

    automobiles, motorcycles, light trucks, and some bicycles. It is used to transfer force into pressure, and to

    amplify braking force. It works because liquids are not appreciably compressible. One of the important

    characteristics of brake fluid is its boiling point. Hydraulic systems rely on an incompressible fluid to

    transmit force. Liquids are generally incompressible while gases are compressible. If the brake fluid boils

    (becomes a gas), it will lose most of its ability to transmit force. This may partially or completely disable the

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    brakes. To make matters worse, the only time you are likely to boil your brake fluid is during a period of

    prolonged braking, such a drive down a mountain -- certainly not the best time for brake failure!

    The three main types of brake fluid now available are DOT3, DOT4 and DOT5. DOT3 and DOT4 are

    glycol-based fluids, and DOT5 is silicon-based. The main difference is that DOT3 and DOT4 absorb water,

    while DOT5 doesn't.

    Transmission fluids

    Transmission fluid is used to lubricate the gears of a vehicle's transmission system to prevent wear and

    regulate temperatures. Just like the oil, it needs to be changed regularly to do its job. The type of

    transmission fluid depends on whether a car has manual or automatic transmission, and the make and model

    of a vehicle can vary the type of transmission fluid needed. The owner's manual will provide guidance as to

    which type should be used, and it will also have recommendations for when to get the fluid changed. Manual

    transmission fluid tends to be less viscous than that used in automatic models because so much of the

    shifting process is controlled by the driver, which puts less stress on the system. It can be difficult to checkthe level of transmission fluid in a manual vehicle since they typically do not have dipsticks.

    Gear oils

    Gear oil is similar in some ways to the motor oil used for engine lubrication, but has many different

    properties in order to cope with the different demands that are placed on it. Motor oil, for example, needs to

    be able to take a great degree of heating without breaking down, since it lubricates the parts in an engine that

    are directly adjacent to where the combustion takes place. Gear oil, however, does not reach the

    temperatures of engine oil. In contrast, it is associated with parts that move somewhat slower and which are

    far away from the combustion in the engine, although it does get heated significantly as the vehicle is driven.

    In most passenger vehicles, the gear oil is not something that needs to be regularly replaced, as is the case

    with motor oil. For motorcycles, on the other hand, it is recommended to change it every 3,800 miles (6,000

    km). A motorcycles gear oil will deplete over time and lose its ability to protect the clutch and gears.

    Changing this type of oil in a motorcycle is similar to changing a cars motor oil.

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    CHAPTER 2- SERVOs POPULARPRODUCTS

    (Engine oils)

    SERVO 4T ZOOM-

    It is high performance engine oil for 4stroke vehicles 2 and 3 wheelers.

    Has a high viscosity index.

    Has superior performance in terms of oxidization capabilities. Excellent wer protection at high tempratures.

    Enhanced engine and gear life, cleanliness of the engine and high fuel efficiency.

    Potential oil drain period of more than 5000kms.

    SERVO 4T SYNTH 10W30-

    Synthetic base helps to impart low temprature pumpability and excellent evaporation

    control in all situations.

    Stable viscosity index. Enhanced lubrication helps to maintain high acceleration and power throught the life of

    the engine.

    Potential improvement in fuel economy.

    Useful for 4 stroke motor cycles and scooters particularly operating on wet clutch system.

    SERVO Futura synth-

    Fully synthetic engine oil recommended for high performance gasoline engines.

    Meets the strictest emmiting standards. Formulated for long life of engine and oil.

    Excellent in extreme weather conditions.

    SERVO 2T supreme-

    Servo 2T Supreme is low smoke semi-synthetic two stroke engine oil developed to meet the

    critical requirements of high performance two stroke engines manufactured by leading auto

    makers.

    Low exhaust smoke Engine cleanliness

    Minimizes spark plug fouling.

    Easily pumpable by oil pumping systems

    Servo 2T Supreme is recommended for lubrication of scooters, autorickshaws, motorcycles

    and mopeds operating on two stroke engines.

    The recommended dosage of Servo 2T Supreme is 20 ml of oil per litre of petrol.

    SERVO PREMIUM 20W-40-

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    Servo Premium 20W-40 is high performance diesel engine oil, which provides excellent

    protection against corrosive wear in all types of diesel engines.

    Improved cold starting and faster engine warm up.

    Outstanding engine cleanliness even under most severe operating conditions.

    Lower fuel and engine oil consumption.

    For highly supercharged diesel engines and off highway equipments.

    (COOLANTS BY SERVO)

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    SERVO KOOL PLUS-

    Servokool Plus is a triple action long life radiator coolant.

    This one of the most popular coolant that is being used at current times as preferred by majority

    of the mechanics. Does not boil and vaporise in the hottest summer or freeze in swear winter.

    Increases cooling efficiency.

    Reduces maintenance costs and increases radiator life.

    Servokool Plus is recommended for passenger cars, light commercial vehicles, heavy vehicles

    and heavy earth moving equipment as a radiator coolant.

    SERVO KOOL READY-

    Servokool Ready is a triple action long life ready to use radiator coolant diluted with purified

    water.

    Bio-degradable and environment friendly.

    Prevents corrosion of radiator coolant and other parts.

    Free from Amines, Nitrites, Phosphates and Borates.

    Servokool Ready is recommended for passenger cars, light commercial vehicles, heavy vehicles

    and heavy earth moving equipment as a radiator coolant.

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    (BREAK OILS BY SERVO)

    SERVO BRAKE FLUID DOT 4-

    Servo Brake Fluid DOT 4 is a heavy duty hydraulic brake fluid processed from carefully selectedingredients and incorporates a balanced combination of anti-oxidants, metal deactivator and

    corrosion inhibitor.

    Prevents vapour lock problems in high temperature operating conditions.

    Has improved low temperature characteristics and can be safely used in cold climate.

    Ensures long service life of Brake Fluid and components of brake mechanism.

    Servo Brake Fluid DOT 4 is recommended for various hydraulic brake systems including disc

    type operating in various new generation automobiles.

    SERVO BRAKE FLUID DOT 3 PLUS

    Servo Brake Fluid DOT 3 Plus is heavy duty hydraulic brake fluid which ensures long service

    life of the brake fluid and components of brake mechanism.

    Provides very high safety factor during driving at high speed in city and under heavy load in hilly

    regions

    Has longer service life, due to excellent oxidation stability

    Provides excellent protection against corrosion to iron, non-ferrous metals and zinc alloys.

    (GREASES BY SERVO)

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    SERVO GREASE MP

    SERVO Grease MP is a premium quality lithium base grease having a high drop point and good

    thermal and structural stability. It has high degree of resistance to oxidation and provides

    protection against rusting and corrosion. It is an excellent multipurpose grease suitable for all

    automotive grease applications.

    SERVO MOLEX

    SERVO Grease Molex is a multipurpose lithium base grease, compounded with finely dispersed

    MoS2, which is a very effective solid lubricant with extremely good anti-scuffing characteristics.

    It provides protection to moving parts under very severe shock load conditions, resists water

    washout and gives long service life. It is recommended for chassis fittings, wheel bearings, grease

    cups, grease lubricated universal joints and other lubrication points in passenger cars, trucks,

    buses, farm tractors mobile construction as well as earth moving machinery.

    SERVO GREASE WB

    SERVO Grease WB is a sodium base grease which gives excellent performance even whensubjected to extremely heavy shear. This grease maintains its structural stability over long service

    and withstands excessive churning effectively.It is recommended for wheel bearings and various

    other automotive grease applications which are not exposed to moisture.

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    (TRANSMISSION OILS BY SERVO)

    SERVO TRANSMISSION C4 SAE 10, C4 SAE30(Multigrade)-

    Servo Transmission C4 fluids are formulated to meet the specification of General Motors

    Corporation, USA for hydraulic transmission fluid type C4.

    Enable smooth operation of precision hydraulic control systems.

    Protect gear and other lubricated parts against wear.

    Give high protection against rust and corrosion to the components of the transmission system.

    Servo Transmission C4 fluids are recommended for all commercial power shift transmissions,

    industrial torque convertors and automatic transmissions.

    SERVO TRANSDEX II-

    Servo Transdex II is a red dyed transmission fluid having a modified friction characteristics.

    This oil is blended from selected base stocks and additive system to meet the stringent

    performance requirement.

    Provides better oxidation stability and low temperature flow.

    Protects parts against rusting even during idle period.

    Minimise formation of sludge and varnish, thus maintains the system clean.

    Servo Transdex II is recommended for automatic transmission and powersteering units of

    automobiles and light trucks.

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    CHAPTER 3- MAJOR COMPETITORS OF SERVO

    CASTROL

    Castrol India Limited is an automotive and industrial lubricant manufacturing company. Castrol

    India is the 2nd largest manufacturer of automotive and industrial lubricants in the Indian

    lubricant market and owns around 22% market share in the overall Indian lubricant market. Its

    part of Castrol Limited UK (part of BP Group). It has 5 manufacturing plants that are networkedwith 270 distributors, serving over 70,000 retail outlets.

    Castrol a leading brand in india used by a number of mechanics produces engine oils and other

    lubricants.The quality of castrol lubricants is liked by most of the mechanics. As per the survey

    research castrol leads in engine oil market at current.

    Products by castrol:

    Leading products

    Castrol power1 4T, 10W 30, 20W 50 and 4T(Racing)

    Castrol active 4T 20W 40, 4T 20W 50, 4T 10W 30, Active scooter and

    Active scooter 20W 40

    Castrol premium formula gel, castrol premium long life grease.

    Veedol

    Tide Water Oil has been one of the leading players in the Indian lubricant industry since 1928. It

    manufactures and markets Veedol brand of lubricants. The extensive distribution network

    consists of 50 distributors & over 650 dealers servicing over 50,000 retail outlets. The network is

    fed by 5 plants and 55 depots located strategically across the country.Its repertoire of automotive

    products includes engine oils for trucks, tractors, commercial vehicles, passenger cars and

    two/three wheelers. It also produces gear oils, transmission oils, coolants and greases for

    automobiles. For industrial application, it manufactures industrial oils, greases.

    Leading products

    Two wheelers- Veedol take off 4T plus,Veedol take off 4T premium, Veedol Swift.

    Four wheelers- veedol blue blood and veedol turbo star.

    Veedol wb special grease, Veedol all purpose special grease.

    Shell

    Royal Dutch Shell is one of the largest and most diversified international investor in India's

    energy sector among all global integrated oil companies with nearly US$1 billion invested

    already. It is the only global major to have a fuel retail license in India. Besides being a major

    private sector supplier of crude, products, chemicals and technology to public/private sector oil

    companies, Shell also has key interests in lubricants, bitumen while operating an LNG receiving

    and re-gasification terminal.

    Leading products

    Shell helix, Shell advance and Shell advance ultra.

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    CHAPTER 4- BRANDING AND PROMOTION

    Oil companies to sustain in the market need to focus a lot on their branding and promotion strategies. They

    have to see to it that their product is known by their customers. If the product awaremess is low the success

    of the product doest seem to rise and ultimately leading to failure. The company will hence face huge losses

    if proper branding and advertisement is not done to uphold the product. For this companies beyond their

    limits to make their products aware to the customers. Such promotions are not only to be done during the

    launch of a new product but throught the life of the product so that the customers prefrences are not shifted

    to some other brands. For such branding process companies spend heavily on advertisement of their product.

    Such advertisements may be through newspapers,televisions, door to door promotions, advertisements at

    public transport places, hoardings, brouchers etc.

    Through such adverrtisements every company tries to dig into the minds of its targetedd customers that owr

    product is better than others.Companies use human emotions to display their connect with the customer. The

    advertisement or promotion technique will be a big failure if it fails to have a connct with its target audience.

    Techniques used by companies to promote

    Sponsorship: Many of the oil companies promote through events by being a sponsor. The

    major advantage of such sponsorship of events is that it reaches a large number of

    customers at one time. The event hosts are asked to mention the names of the sponsors.

    Moreover the banners at the event make the promotions more successful.

    Awarness camps: Setting up stalls or awareness camps at public places. Many af the

    companies use this method. It seems to be very eye catchy and the customers remember

    the product even if they dont buy it at that point of time.

    Logos: On the the tee shirts of sportsmen, their equipments like bats, cars, etc. As the

    customers see such logo they memorize the brand as they se it over and over again.

    Races: As these are oil companies they even promote by arranging events such as races.

    CRS activites: Such csr activites are done by the companies for the welfare of the society

    but along with it they even promote their brand. Eg. Teaching the children of backward

    classes, Funding some social cause, giving financial help to areas affected with natura

    calamities, etc

    Loyalty programmes

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    These programmes give various benefits to the intermidiate customers or the influencers

    i.e. the mechanics and garage owners.Oil Companies have now realised that they need to

    have a connect with the mechnaics because they are the ones who can actually and

    directly promote the brand to the final consumers. For such reasons companies make

    loyalty programmes for the mechanics. This method of branding is used by many of the

    oil companies.

    To promote the brand they keep special discounts and offers that are available only to the

    mechanic. It may include cash uder cap, points inside the oil can, discount on bulkpurchase,gifts on being a frequent and loyal buyer or on completing the target, etc

    Besides such monetary and gifts discounts companies have also designed up promotion

    strategies to have an emotional connect with the customers.

    For eg.

    Shell mechanic samriddhi programmewherein the mechanic can enroll in the scheme

    through internet or telephone. Under this scheme the children of the mechanics are given

    scholarships on completing a set of target points. However this scheme has failed to reach

    the mechanics as there is no awareness level of this scheme.

    Similar programme launched by castrol was castrol to provide insurance to the mechanics.

    But this too did not have any awarness. (As per the survey done on 40 different garages)

    Companies who give benefits to the mechanics

    Castrol Garage name board with castrol logo, Cash

    under caps-rs.10 to 1000 as per the size of

    the can, party arranged for the mechanics

    once a year- in the party mechanics are

    given info about the lubricants and

    dinner/lunch, gifts etc

    Veedol Point based system- gifts on

    500,1000,5000pts and so on, gives

    calculators,toolkits, uniforms to

    mechanics,etc

    Shell Point based- gifts like mobiles camera

    laptops etc

    Similar to this every oil company tries to give the mechanics benefits asper their

    own marketing strategy.

    As per the survey SERVO arranges a party for the mechanics once a year and has

    discount and cash redeemable cupons under the caps.

    Mak too gives party for the mechs, cash cupons, uniforms.

    Spenta gives 1 carton free on 7purchased and a gold coin,uniform , movie tickets.

    RESEARCH DESIGN

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    RESEARCH PROBLEM

    How to increase SERVOs awareness level.

    To find out customers perception towards other competing brands.

    Seek the brand loyalty of mechanics toward servo and other brands.

    Extract information from the mechanics regarding their preferred brands in concerns of

    profits, other benefits and quality.

    THE OBJECTIVE OF THE RESEARCH

    To know the relationship of loyalty programme with brand effectiveness.

    To know how the level of preference of SERVO when compared to other competing

    brand.

    Which factors effect the consumer buying behavior.

    To know which branding strategy is most effective.

    To get a breif idea about which specific product of servo is most preferred.

    IMPORTANCE OF THE STUDY

    This study will help servo to know its recent competing brands and their products.

    It will help to know the competitors customer pull strategy.

    Servo can redesign or reimpliment their marketing techiniques as per the scenario and

    market requirements.

    The effectiveness of loyalty programmes will be known trough this research.

    It will also help to know mechanics reviews about servo in terms of quality & branding.

    Sources of data

    Two data sources build up this research. The primary source which includes the field study and the

    secondary source which includes the internet and official website of the company. All the data collected is

    cent percent genuine and is applied only after rechecking (secondary).

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    Data collection instruments

    The data collection instrument used here is in the form of a questionare. The questionare contained a set of

    10 question. All the primary data collected for the research is through this instrument of data collection.

    Questionare contains two parts. One that gathers the information about himself and the second part about his

    lubricant prefrence and the reasons for it.

    Hence the mechanics at vairous garages were interviewed and asked questions regarding their engine oil

    prefrences, other lubricant uses, loyalty benifts and their reviews.

    Primary data collection

    A total of 40 garages were visited. 15 four wheeler garage mechanics and 25 two wheeler garage mechanics

    were interviewed. All the answers are derived from their own personal prefrences. The mechanics from

    whom the information was taken was the most experienced and best said mechanic of that particular garage.

    Sampling

    The method of sampling used here is geographically clustered sampling. Two different regions of mumbai

    are selected for primary data collection. They include the western region and the central mumbai.

    Western mumbaiAndheri and Kandivli.

    Central mumbai- Mulund, Nahur, Thane and Airoli

    Such different regions were selected so as to get the most accurate and unbaised information.

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    Sample of questionare

    Information about the garage and the mechanic

    1) Name, Place and Type of the garage.

    -

    2) Name of the mechanic.

    -

    3) Experience of the mechanic and the operational years of the garage.

    -

    4) Approximate number of vehicles serviced or repaired daily.

    -

    Information about the lubricants and oils used

    5) Which lubricants do you use for

    Engine-

    Gears-

    Breaks-

    6) Which lubricant or engine oil you used earlier. Which one do you prefer

    now and what is the reason for such replacement?

    -

    7) Are you in any loyalty programme. How are you enrolled?

    -

    8) What benefits have you earned from any of the oil companies?

    -

    9) Any comment about the loyalty programmes.

    -

    10) Finally according to you which is the best engine oil keeping in mind

    the parameters such as quality, profit and loyalty benefits?

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    FINDINGS

    Mechanics most used engine oil brand.

    The answer to this question is arrives by analyzing the 5

    th

    , 6

    th

    and 10

    th

    question.

    Question no.5 asks the engine oils used in the garage.

    Question no.6 helps to know which automotive oil was used by the mechanic earler and did he

    replace it with some other brand.

    Qestion no.7 will let us finally know which oil he thinks is the best keeping parameters in mind like

    is own profit, quality of the oil, demand and loyalty benefits.

    Considering four major oil companies

    Castrol is the most widely used engine oil. Veedol, Servo and Shell are also used by a

    considerable quantum of mechanics.

    Other players include Mak, Total, Elf, Motul and Mobil.

    High customer demand is the reason of more use of castrol , as said by the mechanics.

    Every mechanic uses different brands. The data is as follows

    Castrol

    Servo

    Veedol

    Shell

    other

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    Mechanics preferred brand of grease.

    The results of this question are from question no.5

    After the research and meeting the mechanics it was found out that they do not strictly follow

    any particular brand of grease.

    The use of grease depends mostly on the availability.

    The stickiness of the grease is taken into consideration. But after questioning the mechanics it

    was found out that all the greases work more or less the same.

    Use of grease in 2wheelers is very less as per the mechanics.

    It was observed that chain spray is now being used instead of grease for the chain of the

    motorbikes.

    Mechanics prefer only white grease.

    Veedol and Castrol are used by many mechanics.

    Other greases are hizol ap3, lancer mp3, penzol AP3, ipol, Escape and penzol WB etc.

    Data is as follows

    Castrol

    Servo

    Shell

    Veedol

    Others

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    Mechanics preferred brand of transmission oil and gear oil

    The results of this question are from question no.5

    After the research and having a word with the mechanics it was found out that the they use same

    brand of oil for both gear and transmission, though not the same oil.

    Castrol is the market leader in this segment.Following are the figures

    Servo stands at second position.

    The use of transmission oil is all upto the mechanic. Majority of people do not ask or tell the

    mechanic to use only a particular brand. Only few who are well versed with lubes may have their

    own desired brand.

    Hence the mechanic is the decision maker in selection of transmission oils.

    Sales

    Castrol

    Total

    Servo

    Mobil

    Veedol

    Shell

    Mak

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    SAMPLE OF 10 SURVEYs FROM TOTAL OF 40

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    Sample 1

    Information about the garage and the mechanic

    1) Name, Place and Type of the garage.

    -Shree Ashta Vinayak Motors, mithaghar mulund east, 4wheeler .

    2) Name of the mechanic.

    -Sidhart Gandhi

    3) Experience of the mechanic and the operational years of the garage.

    -9years exp.

    -10years for the garage

    4) Approximate number of vehicles serviced or repaired daily.

    -3-4 vehicles

    Information about the lubricants and oils used

    5) Which lubricants do you use for

    Engine- Total, Mobil, etc

    Gears- Castrol, Mobil, Total

    Grease- Total Quartz, Shell

    6) Which lubricant or engine oil you used earlier. Which one do you prefer

    now and what is the reason for such replacement?

    -Mobil is prefered the most from the start. It gives best performance.

    7) Are you in any loyalty programme.?

    -Loyalty programme of Mobil, Total , Shell.

    8) What benefits have you earned from any of the oil companies?

    -Monetary discounts per litre, Gifts like keychains etc.

    9) Any comment about the loyalty programmes.

    -Interested in satisfaction of the customer and providing good quality oil.Mobil gives highest value for money. Not interested in any loyalty

    Programme.

    10) Finally according to you which is the best engine oil keeping in mind

    the parameters such as quality, profit and loyalty benefits?

    -Mobil is the best in terms of quality and we are concerned about quality.

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    Sample 2

    Information about the garage and the mechanic

    1)

    Name, Place and Type of the garage.

    -Samarth krupa auto, 90ft road mulund, 2wheeler garage.

    2)

    Name of the mechanic.

    -Mahesh Kumar

    3)

    Experience of the mechanic and the operational years of the garage.

    -8yrs exp.

    -4 yrs garage

    4)

    Approximate number of vehicles serviced or repaired daily.

    - 4-5 vehicles

    Information about the lubricants and oils used

    5)

    Which lubricants do you use for

    Engine- Castrol, Mak

    Gears- Catrol

    Breaks-Vaisan, Catrol

    6)

    Which lubricant or engine oil you used earlier. Which one do you prefer

    now and what is the reason for such replacement?

    -Catrol is used from the start. Mak is secondary.

    7)

    Are you in any loyalty programme. How are you enrolled?

    -No. Companies do not offer loyalty benefits to small shop owners.

    8) What benefits have you earned from any of the oil companies?

    -Just got a board of the garage name with castrol advertisement on it.

    9)

    Any comment about the loyalty programmes.

    -Interested in loyalty programmes.

    10)

    Finally according to you which is the best engine oil keeping in mind

    the parameters such as quality, profit and loyalty benefits?

    -Castrol is more used because the customer demands. Just a

    profit margin of rs.18 on castrol , Servo has a margin of rs.32. But due

    to more sale castrol is more benificial.

    Sample 3

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    Information about the garage and the mechanic

    1) Name, Place and Type of the garage.

    -Rahul auto garage, Eastern express high mulund, 2wheeler garage

    2) Name of the mechanic.

    -Akshay

    3)

    Experience of the mechanic and the operational years of the garage.

    -22yrs

    -15yrs for the garage

    4) Approximate number of vehicles serviced or repaired daily.

    -3-4 vehicles

    Information about the lubricants and oils used

    5) Which lubricants do you use for

    Engine-Mak

    Gears-Mak

    Breaks-Mak, Dot3, Dot4, AP3

    6) Which lubricant or engine oil you used earlier. Which one do you prefer

    now and what is the reason for such replacement?

    -Mak is used from the beginning

    7) Are you in any loyalty programme. How are you enrolled?

    -No not much into loyalty programme.(as the garage is small and so is thePurchase)

    8) What benefits have you earned from any of the oil companies?

    -Discounts from Mak for large purchase, Castrol money cupons.

    9) Any comment about the loyalty programmes.

    -Not much interested in loyalty programme. No companies come.

    10)

    Finally according to you which is the best engine oil keeping in mindthe parameters such as quality, profit and loyalty benefits?

    -Mak seems to be the best as it gives discounts. Price is also less. Good in

    Quality.

    Sample 4

    Information about the garage and the mechanic

    1)

    Name, Place and Type of the garage.

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    -Parvez auto garage, Mulund link road, 4 wheelers

    2)

    Name of the mechanic.

    -Akhlad

    3) Experience of the mechanic and the operational years of the garage.

    -6yrs

    -15yrs for the garage

    4)

    Approximate number of vehicles serviced or repaired daily.

    -2-3 vehicles

    Information about the lubricants and oils used

    5)

    Which lubricants do you use for

    Engine-Mobil, Total & Mobil synthetic

    Gears-Turbo

    Breaks-KBX, dot3

    6)

    Which lubricant or engine oil you used earlier. Which one do you prefer

    now and what is the reason for such replacement?

    -Castrol earlier but now mobil is most adviced as due to better

    performance.

    7)

    Are you in any loyalty programme. How are you enrolled?

    -No companies come for loyalty programme. The companies who come

    waste time by showing schemes.

    8)

    What benefits have you earned from any of the oil companies?

    -No special loyalty benefits even from mobil.

    9)

    Any comment about the loyalty programmes.

    -No

    10)

    Finally according to you which is the best engine oil keeping in mind

    the parameters such as quality, profit and loyalty benefits?

    -Mobil is better than castrol as it gives more profits. Good quality.

    Sample 5

    Information about the garage and the mechanic

    1) Name, Place and Type of the garage.

    -Bike point (Bullets speciality), Mulund link road, 2 wheelers.

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    2) Name of the mechanic.

    -Irfan

    3) Experience of the mechanic and the operational years of the garage.

    -10yrs

    -10yrs for the garage

    4)

    Approximate number of vehicles serviced or repaired daily.

    -5-7vechicles

    Information about the lubricants and oils used

    5)

    Which lubricants do you use for

    Engine-Motul

    Gears-Motul

    Breaks- Castrol white

    6)

    Which lubricant or engine oil you used earlier. Which one do you prefer

    now and what is the reason for such replacement?

    -Castrol and Motul both used. Bullet- Motul & Spenta.

    7)

    Are you in any loyalty programme. How are you enrolled?

    -Yes. Enroll on prchase.

    8)

    What benefits have you earned from any of the oil companies?

    -1can free on purchase of 5-6 cartons Motul. 1carton free on purchase of

    7cartons and half gram goldcoin. Uniforms and movie tickets.

    9)

    Any comment about the loyalty programmes.

    -Happy with the loyalty programme of spenta and motul.company people

    come themselves for giving all the benefits.

    10)

    Finally according to you which is the best engine oil keeping in mind

    the parameters such as quality, profit and loyalty benefits?

    -Motul is the most adviced as best in quality though high priced.

    Sample 6

    Information about the garage and the mechanic

    1)

    Name, Place and Type of the garage.

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    -C.M. auto garage, mulund link road, 4 wheeler.

    2)

    Name of the mechanic.

    -Abdul

    3) Experience of the mechanic and the operational years of the garage.

    -10yrs

    -15yrs for the garage

    4)

    Approximate number of vehicles serviced or repaired daily.

    -4-5 vehicles

    Information about the lubricants and oils used

    5)

    Which lubricants do you use for

    Engine-veedol

    Gears-veedol

    Breaks-veedol

    6)

    Which lubricant or engine oil you used earlier. Which one do you prefer

    now and what is the reason for such replacement?

    -Only Veedol is used from the start.

    7)

    Are you in any loyalty programme. How are you enrolled?

    -Yes. Enrol by purchase

    8)

    What benefits have you earned from any of the oil companies?

    -Discounts on large purchase & toolkit.

    9)

    Any comment about the loyalty programmes.

    -Says is interested to go for the party if arranged for mechanics

    as done by castrol.

    10)

    Finally according to you which is the best engine oil keeping in mind

    the parameters such as quality, profit and loyalty benefits?

    -Veedol gives highest profit margin so best for us.

    Sample 7

    Information about the garage and the mechanic

    1)

    Name, Place and Type of the garage.

    -Pretisia garage, Thane majiwadi, 4wheeler.

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    2) Name of the mechanic.

    -Chandu (he is temporarily shifted from pretisia garage to one of the

    garage in mulund and wants to provide information of pretesia garage)

    3) Experience of the mechanic and the operational years of the garage.

    -5yrs

    -15yrs for the garage

    4)

    Approximate number of vehicles serviced or repaired daily.

    -8-9 vehicles

    Information about the lubricants and oils used

    5)

    Which lubricants do you use for

    Engine-Total quartz

    Gears- Total 90w

    Breaks-TVS grease, castrol

    6)

    Which lubricant or engine oil you used earlier. Which one do you prefer

    now and what is the reason for such replacement?

    -Earlier used castrol but now total as total gives better returns.

    7)

    Are you in any loyalty programme. How are you enrolled?

    -Yes on purchase. But not much involved

    8)

    What benefits have you earned from any of the oil companies?

    -Discount and cupons castrol.

    9)

    Any comment about the loyalty programmes.

    -Neutral about having a loyalty programme. Makes no special difference.

    10)

    Finally according to you which is the best engine oil keeping in mind

    the parameters such as quality, profit and loyalty benefits?

    -Uses shell as well as servo. Total quartz is more profitable and good in

    quality but no loyalty programme.

    Sample 8

    Information about the garage and the mechanic

    1)

    Name, Place and Type of the garage.

    -Ramji auto garage, mulund east mithaghar, 2 wheelers

    2) Name of the mechanic.

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    3) Experience of the mechanic and the operational years of the garage.

    -35yrs

    -15yrs for the garage

    4) Approximate number of vehicles serviced or repaired daily.

    -5-6vehicles

    Information about the lubricants and oils used

    5)

    Which lubricants do you use for

    Engine- Castrol, Servo and Motul

    Gears- castrol servo & motul

    Breaks-castrol grease mostly used

    6)

    Which lubricant or engine oil you used earlier. Which one do you prefer

    now and what is the reason for such replacement?

    -Castrol is use most though high in price but good in quality.

    7)

    Are you in any loyalty programme. How are you enrolled?

    -Yes.

    8)

    What benefits have you earned from any of the oil companies?

    -Castrol gives shirts & cupons to redeem money.

    9)

    Any comment about the loyalty programmes.

    -Castrol gives good benifits

    10)

    Finally according to you which is the best engine oil keeping in mind

    the parameters such as quality, profit and loyalty benefits?

    -Sale of castrol is good. Quality too. Profit margin per can is less but

    more sale and demand compensates over it.

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    Sample 10

    Information about the garage and the mechanic

    1) Name, Place and Type of the garage.

    -Nikhil auto garage, 4wheelers

    2) Name of the mechanic.

    -Manoj

    3) Experience of the mechanic and the operational years of the garage.

    -30yrs

    -14 yrs for the garage

    4) Approximate number of vehicles serviced or repaired daily.

    -5-6 vehicles

    Information about the lubricants and oils used

    5) Which lubricants do you use for

    Engine-castrol

    Gears-castrol

    Breaks-castrol white grease

    6) Which lubricant or engine oil you used earlier. Which one do you prefer

    now and what is the reason for such replacement?

    -Castrol for the start

    7) Are you in any loyalty programme. How are you enrolled?

    -Yes

    8) What benefits have you earned from any of the oil companies?

    -Movie & food at the party, Gifts on 5000pts.

    9) Any comment about the loyalty programmes.

    -Loyalty program is ok but can do even without it. Discounts willbe much more appreciate.

    10) Finally according to you which is the best engine oil keeping in mind

    the parameters such as quality, profit and loyalty benefits?

    -Castrol is of best quality so used more.

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    CONCLUSION

    The research was carries out through on field genuine survey. Best and experienced mechnics of every

    garage were selected for the survey answering. Leaving no stone unturned as much as unbiased information

    was gathered from the mechanics based on their personal experiences and prefrences. After pooling up the

    data the following conclusions are made:

    Servo is of very good quality as per most of the mechanics. But the customers demand for servo is

    less. This is due to less advertisements and promotions done by servo. Servo is performing very well

    in coolants and sales are high as per the mechanics(servo superkool plus). Servo power 1 and servo

    active 4T is the most used product of servo when it comes to two wheeler engine oil. In 4 wheelers

    servo syth is most used.

    At present Castrol leads the majority of market in terms of all kinds of automotive lubes. The reason

    for this is the the demand for castrol by the customers. Besides being of above average in terms of

    quality castrol has been able to develop a connect with the customers through their aggressive

    advertisement strategy. They have brand ambassadors like sachin and bretlee for promotion. Castrol

    has even installed garage board names with their logos which proves to be an excellent advertising

    technique.

    Veedol stands after castrol in the market. As per the mechanics veedol is of good quality and lower at

    price giving more profit than castrol. Veedol gives loyalty benifts too. The advertisements done by

    veedol is not so high.

    Other lubricants like shell, Mak, Elf etc are also used by many of the mechanic but their brand

    effectiveness is still not established much.

    Almost all the companies give loyalty programmes to the mechanics like gifts, party, cash cupons,

    point based gifts, etc. Most of the mechanics are attracted toward these loyalty benefits but there

    were a few who did not keep concerns about such programmes but cash cupons schemes was

    welcomed. Point based schemes also does not seem to not work much as the mechanics say they

    have no time for such points collection.

    The most noticeable part in the entire on field research was that at companies like shell and castrol

    had announced loyalty programmes for the mechanics such as insurance, scholarships etc. But none

    of the garage owners nor the mechanics were aware of such schemes. (This was reconfirmed twice

    by visiting the garages for the second time again). Hence the so said personal connect with the

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    mechanics is not developed . The mechanics have loyalty towards the oil companies only because of

    the quality of oil and other discounts and gifts provided.

    Recommendations to servo

    SERVO can have more of advertisements and promotions. Televison advertisement ofservo products will be helpful. Hoardings and garage name boards with servo logo. Through

    intese advertisements servo can bring about high brand awareness in the minds of the final

    consumers so that the demand will be high.

    Castrol has mainly tarageted the final consumers and not giving much benifts to the

    mechanics.The profit margin from castrol is also less as compared to srevo. Hence servo has

    a much greater advantage here. Servo should implement in the minds of the final consumer

    that servo is better than any other oil.

    Loyalty programme for the mechanics cap ke neche cash is very benificial and servo should

    continue with it. Besides such programmes servo should start point based programme where

    it will benefit the family of the mechanic, provide insurance, etc .Such schemes are

    promissed by other companies but the awareness is none. Hence proper awareness levels

    should be devloped for that.

    Servo should develop such a scheme where the mechanics will be rewarded on selling a

    particular target and not just on purchase of the product. Due to this the mechanics will

    recommend the consumers to use servo instead of other oil. This will help to promote servo

    to fianal consumers through the specialsts i.e the mechanics.

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    BIBLIOGRAPHY

    EXECUTIVE SUMMARY www.iocl.com/Aboutus/Business.aspx

    INTRODUCTION www.iocl.com/Products/LubesGreases.aspx

    SECTOR INFORMATION http://www.niir.org/projects/projects/petroleum-petroleum-products-

    refining-greases-lube-oil-brake-fluid-automotive-amp-industrial-

    lubricants-gear-oils-wax-amp-wax-products-paraffin-wax-polishes-

    bitumen-base-oil-crude-oil-fuel-oils-lubricating-oils-gear-oils-

    kerosene/z,,19,0,64/index.html

    COMPANY INFORMATION http://www.iocl.com/aboutus/profile.aspx

    LUBRICANT- ENGINE OIL http://www.iocl.com/products/engine_oil.aspx

    http://en.wikipedia.org/wiki/Motor_oil

    BRAKE FLUIDS http://auto.howstuffworks.com/auto-parts/brakes/brake-parts/types-of-

    brake-fluid.htm

    TRANSMISSION http://www.oreillyauto.com/site/app/newsfeed/detail?article=800664296

    GREASE http://en.wikipedia.org/wiki/Grease_(lubricant)

    GEARS http://www.wisegeek.com/what-is-gear-oil.htm

    SERVO POPULAR PRODUCTS www.iocl.com

    COMPETITORS-CASTROL http://en.wikipedia.org/wiki/Castrol_India

    http://www.castrol.com/en_in/india.html

    VEEDOL www.tidewaterindia.com

    SHELL www.shell.com

    http://www.iocl.com/products/engine_oil.aspxhttp://www.iocl.com/products/engine_oil.aspxhttp://en.wikipedia.org/wiki/Castrol_Indiahttp://en.wikipedia.org/wiki/Castrol_Indiahttp://en.wikipedia.org/wiki/Castrol_Indiahttp://www.iocl.com/products/engine_oil.aspx
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