A

WINTER TRAINING REPORT ON

A STUDY ON THE RESELLERS PERCEPTION TOWARDS SERVO AND OTHER BRANDS

REPORT SUBMITTED IN PARTIAL FULFILLMENT

OF

GRADUATION IN BACHELORS IN BUSINESS MANAGEMENT

UNDER THE SUPERVISION OF

MR.P.PAWE

(R.S.M.L)NEISO

SUBMITTED BY

SAURAV BHATTACHARJEE

ALLIANCE BUSINESS ACADEMY

BTM 2ND STAGE,BANGALORE

Acknowledgement

I would like to express my deep sense of gratitude to Mr.Ashim Kumar Kalita

(cheif cosumer sales manager) and Mr. R.S.Bhattacharjee (Sr.Area manager,LPG) for giving me an

oppurtunity to do my project at INDIAN OIL CORPORATION LTD.

Last but not the least I would like to thank all the employees of INDIAN CORPORATION

LIMITED for providing various kinds of support and help.

I would like to take this opportunity to thank all those who have helped me during

project. My stay at India Oil Corporation Ltd has been great learning experience and

I would like to take this opportunity to thank all those who have helped me during

project. My stay at India Oil Corporation Ltd has been great learning experience and

I would a like to express my deep sense of gratitude to Mr. P.PAWE (R.S.M.L

, NEISO) without whose guidance this project would not have been a successful.

I take the privilege to offer a special thanks to Prof. Priyanaka shrivastava, my internal mentor

and internal guide without whose guidance the project would not have been sucessful.

PREFACE

Winter training is an integral part of BBM and a student of management has to

undergo a training session in a business organization for a four weeks to gain

some practical knowledge in their specialization and to gain some experience

of what he or she has to face in the real world. Theoretical knowledge only

provides the basic concept about the study.

Further, the market condition in India has changed tremendously these days

due to liberalization of economy , which leads growth in size of market,

complexity in business, increasing awareness of people and volatile behavior of

My project work deals with:

A STUDY OF RESELLER PERCEPTION TOWARDS SERVO AND OTHER BRANDS

During my winter training with INDI AN OIL CORPORATION LIMITED, it provided

me an excellent opportunity to study and analyze consumer behavior,

consumer preference and various marketing strategies applicable in the current market

scenario

I hope this will provide some useful information to the city of guwahati and should

not be generalized on the national basis.

EXECUTIVE SUMMARY

Project title:A study of reseller buying behaviour and there level of awareness towards servo

Area of working: Guwahati

Organizations name: Indian Oil Corporation Limited

Study done by: Saurav Bhattacharjee

Research methodology: The data has been collected through

Survey.The data has been tabulated and explained elaborately and where ever necessary graphs are also given

Findings: From the survey it has been found that schemes/incentives given by servo are liked by most but servo is lacking on the awareness part

Finally,conclusions and suggestions are drawn

Contents

1: Introduction To IOCL

Company Profile

List Of Petroleum Product

Vision And Mission

Chapter 2: Lubricant

What Is Lubricant?

Lube Trade in India

Indian Market

PROJECT

Chapter 3: Data Collection And Analysis

Research Design And Methodology

Source of Data And Collection Of Data

Analysis of questionnaire

Chapter 4: Findings

Chapter 5: Findings and Suggestions

CHAPTER 1

Introduction to IOCL

Company Profile

List of Petroleum Products

Vision and Mission

Company Profile

The formation of Indian oil was a major step towards economic freedom of the country.

Its growth and successes are synonymous with the growth and development of the

petroleum industry in independent India.

INDIAN OIL CORPORATION LIMITED is an idea born out of Industrial Policy Resolution

1956 and since then it emerged as a largest leading corporation in the country.

The INDIAN OIL CORPORATION LIMITED came into existence in 1964 with the merger of

two public sector companies-INDIAN OIL COMPANY LIMITED and INDIAN OIL REFINARIES

LIMITED. The INDIAN OIL REFINARIES LIMITED was set up in the year 1958 for the refining

and manufacturing of petroleum products. While INDIAN OIL COMPANY was set up for

the task of marketing and distribution.

From the humble beginning in the year 1956 to reach today’s magnitude was possible

due to the vision of eminent personalities like SRI K.D.MALVIYA, Dr.TRIGUNE SEN and SRI

C.R.DASGUPTA etc. And hard work of thousands of dedicated people over the last four

decades.

The major activities undertaken by IOC are in the area of refining and distribution of

petroleum and petroleum products. It has the largest distribution network covering the

entire country.

• Quality of Management

• Quality of Products & Services

• Innovation

• Longer term Investment value

In fact INDIAN OIL is the first Indian company to cross the Rs. 1,00,000 crore turnover

landmark. With a corporate vision to be the Energy of India, Indian Oil closed the year

2009-10 with a sales turnover of Rs. 271,074 crore and profits of Rs. 10,221 crore.

Indian oil Marketing network is supported by167 bulk storage terminals and depots, 98

aviation fuel stations and 88 LPGas bottling plants, Indian Oil services every nook and

corner of the country. Indane is present in almost 2764 markets through a network of

5095 distributors. About 7,593 bulk consumer pumps are also in operation for the

convenience of large consumers, ensuring products and inventory at their doorstep.

Indian Oil has a sprawling world-class R&D Centre that is perhaps Asia's finest. It

conducts pioneering work in lubricants formulation, refinery processes, pipeline

transportation and alternative fuels, and is also the nodal agency of the Indian

hydrocarbon sector for ushering in Hydrogen fuel economy in the country. The Centre

holds 215 active patents, including 109 international patents

Indian Oil celebrating 50 Golden years in the Service of the Nation

India’s flagship national oil company and downstream petroleum major, Indian Oil

Corporation Ltd. (Indian Oil) is celebrating its Golden Jubilee during 30th June - 1st

September 2009

LIST OF PETROLEUM PRODUCTS

BRANDS PRODUCTS

1.LUBRICANTS AND GREASE 2 STROKE ENGINE OIL

DIESEL ENGINE OIL

BOAT ENGINE OIL

TRACTOR OIL

PASSENGER CAR MOTOR OIL

2.PETROCHEMICALS & SPECIALITIES SULPHUR

JUTE BOATING OIL

PARAFFIN WAX

RAW PETROLEUM COKE

3.GAS L.P.G

AUTO GAS

4.LUBRICANTS SERVO(PRESENTLY 450 GRADES AVAILABLE)

5.HIGH SPEED DIESEL BS2,BS3

6.AVIATION TURBINE FUEL JET A 1

7.SUPERIOR KEROSENE OIL SKO

8.MOTOR SPIRIT/GASOLINE MS 88,MS 93,MS 91

9.PETROLEUM PRODUCTS XTRA PREMIUM AND XTRA MILE

10.PETROLEUM GAS INDANE

11.RETAIL OUTLET XTRA CARE(URBAN MARKET)

SWAGAT(HIGHWAY MARKET)

KISSAN SEVA KENDRA(RURAL MARKET)

12.FLEET CARD XTRA POWER

13.SERVO XPRESS THIS IS A BOUQUET OF QUICK SERVICES TO KEEP THE

VEHICLE HEALTHY TILL THE CUSTOMER FINDS TIME TO

VISIT A WORKSHOP FOR MAJOR SERVICES

14.TRANSFORMER OIL SERVO ELECTRA

VISION AND MISSION

VISION:

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

leadership and a strong environmental conscience, playing a national in oil

security and public distribution.

MISSION:

1.To acheive international standards of excellence in all aspects of energy business with focus on customer delight through value of services and cost reduction

2.to maximize credition of wealth,value and satisfaction for stakeholders.

3.to attain leadership in developing,adopting and assimilating state of the art technology for compeititive advantage

4.to prove technology and services through sustained research and development

5.to foster a culture of participation and innovations for employee growth and contribution

6.to cultivate high standards of business ethics and TQM for a strong corporate identity and brand quality

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

MISSION WITH VISION

Chapter 2

Lubricant What is lubricant? Lube trade in India Indian market

What Is Lubricant?

Lubricants are special material, which are used to reduce friction and ‘wear and tear’

in machine elements. Which are always in relative motion.

Lubricants keep moving parts from contact with each other. Some also prevent rust

and corrosion. Lubricants come in variety of forms, semi-solid and even solid at times,

The selection of a particular type of Lubricant is strongly influenced by intended

application.

In general lubricants in the liquid form are most commonly used in a variety.

Lube Trade in India

Lubricants are used to reduce friction and ‘wear and tear’ in machine elements It also

acts as a medium for cooling and rust prevention. It helps to prevent deposition of solid

between closely fitting parts. The liquid lube is most commonly used. The solid lube in

used only in case of extreme temperature. Lubricant can be broadly classified into two

general categories:-

a) Automotive

b) Industrial The automotive lubricants can also be sub-divided into various groups like engine oils,

gear oils, coolants, brake oils, greases etc. The engine oils from the major part of the

automotive lubricants and can be further subdivided for petrol and diesel engines.

Selection and use of proper oil lube oil ensures the following:

1.Longer engine life

2.Increase the life of the machines/engines

3.Economics of operation

4.Optimum engine utilization

Lubrication is also useful for the purpose of reducing power consumption, lowering

maintenance cost, and also to ensure the better quality of engine.

Till 1993 IOCL, HPCL, BPC L and IBP dominated the lube market. Only Castrol was the

private player. After liberalization, more and more private players and MNC’s are

entering the market. When India became independent,

We were largely dependent on foreign technology and also multinationals. the

companies which dominated the market were Mobil, Shell, Esso and cutlex. The global

scenarios of lube consumption per year are as follows:-

COUNTRIES CONSUMPTION/YEAR(million tons)

USA 8

China 3

Japan 2.5

Germany 2

Canada 1.9

India 1.3

At 1.2 million tons per year the Indian lube market is the world’s 6th largest market. The

US is the largest lube market with a consumption of 8 million tons per year followed by

other. With all the lube manufacturing multinational companies entering into the Indian

market the competition among manufacturers have increased. The new brands like

Castrol, Elf, Gulf, Shell etc have started occupying the market share in India. Thus it can

be said that the deregulation of Indian of Indian lubricant industry has transformed a

dormant market into a dynamic one.

The PSU majors in this field are IOCL, HPCL, BPCL, and IBP. It can be said that the

combined market share of PSU’s has decreased after the entrance of private sector in

this area, which was possible after 1993.

INDIAN MARKET

The Indian lube market was regulated till 1993 with four PSU’s - IOCL, BPCL, HPL, IBP.

The only notable player in the private sector was Castrol. Following liberalization, the

major policies were taken:-

De canalization of base oil:- before 1993 , base oil, the key raw material was imported

by IOCL, the sole canalizing agent

Pricing:- Under APM, the lube base oil pricing was regulated. This was deregulated in

phased manner and raw base oil pricing is market dominated.

Quantitative restriction:- base oil stokes were allotted to the users in a quota which

became irrelevant after de canalizing and free import.

Reduction in duties:- Custom duty on base oil stock was reduced from 85% to 35%

Deregulation had a service impact on the structure of Indian Lubes market. It

encouraged foreign majors to set shops in India.The number of players increased

overnight to over 2 5, with entry of MNC’s like Shell, Exxon, Mobil, Cutlex, Elf etc.

High lubes are now available to Indian customer

MARKET SIZE

Total production of automotive lubricants in India is approximately 8-10% of the global

lube production. The estimated consumption is more than 1.5 million tones per annum.

Unlike other countries where lubricant demand has witnessed stagnation, the Indian

market has been growing at approximately 7% per annum for the last 2 years. The per

capita consumption is very low compared to the rest of the developing countries

because of the low penetration of automobiles. India has exhibited robust growth & it j

Castrol and Tata BP with Telco.

The distribution channel adopted by public sector units is through the petrol pumps.

Other private participants have had to set up an independent infrastructure comprising

of distributors, stockists and retailers throughout India .MNC’s & private companies sell

through retail stores . To compete with dominant public sector distribution concepts like

“BAZAARS” and “SUPERSTORES” have been developed.

The concept of a vast dealer network across the country is an essential phenomenon in

optimizing the distribution structure. Company is preferred on account of its quality

,timely delivery and after sale service, all of which are a requirement of success in

lubricants industry.

MARKETING CHANNELS

The marketing channels for automotive lubricants in India consist of the following

PETROL STATIONS

WHOLESALE DISTRIBUTORS

LUBE OIL SHOPS

AUTO SPARE SHOPS

AUTHORIZED SERVICE CENTRES

GARAGES

RURAL & AGRICULTURAL DEALERS

SUPER MARKETS

With the advent of deregulated market scenario & fierce competition, efforts are being

made to position lubricants as high involvement consumer goods. Hence the resultant

drift towards the bazaar trade, i.e outside the petrol station. The sales of automotive

lubricants due to bazaar trade have increased to 40% from a mere 10% in 1993. during

these years the shift in trade has the following effects

1. Decline in the market share of PSU oil companies.

2. Market become heavily crowded & the industry transformed into FMCG.

3. Dumping of products in bazaars.

4. Entry of spurious lubricants

KEY SUCCESS FACTORS

The key factors of success in this highly fragmented & competitive industry include

1. GOOD BRAND IMAGE

2. BRAND AWARENESS & PERCCEPTION OF QUALIT IN CONSUMER’S MIND

3. EFFECTIVE DISTRIBUTION CHANNELS

4. CONSUMER BASED MARKETING STRATEGY

TIE-UPS WITH OEMs

Among the PSU companies IOCL is the one company which has given utmost

importance on tie ups with original equipment manufacturers (OEMs) after sighning

agreements with major OEMs like Maruti udyog, Telco , Bajaj auto, Kinetic

engineering, Skoda etc. these inner strength of PSUs and the quality policy adopted

by them even attracted major players like Shell, Mobil, Exxon & caltex to enter tie

ups with one or the other PSU to have access to their well established marketing

network.

MARGINS AND DISCOUNT SCHEMES

Private companies mostly sell their products through stockist , dealers , distributors,

mechanics and retail stores . Maximum sales are achieved through retail stores.

Margins & discount schemes offerd to the storeowners and mechanics prompt them

to sell and promote a particular brand.

PRICES & PROMOTION

The transformation rate from the administered to the free pricing has increased the

importance of providing cost effective product to the users. The produt costing and

competitive pricing are the key factors affecting the market. The prices are now

market determined.

PROJECT

A STUDY OF RESELLERS PERCEPTION TOWARDS SERVO AND OTHER BRANDS

Chapter 3

o Collections and analysis

o Research and Design Methodology

Source of Data and Collection Of Data

Analysis of questionnaire

Research Design and Methodology

As soon as I got the particulars of my responsibility in this project, I have consulted in

details regarding this venture wit my project leader from IOCL, Mr. P.PAWE

As per their guidance and after searching through the Internet for relevant documents,

I have gathered a clear view about the LUBE field and also obtained a detailed idea

regarding the business area, trend and product details of IOCL.

Then after a brief overview about the assignment, as per their guidance and my

thoughts and insights, I built the final questionnaire after multiple scrutinizes and on the

basis of that final questionnaire, ultimately the survey was designed and processed.

Then after a brief overview about the assignment, as per their guidance and my

thoughts and insights, I built the final questionnaire after multiple scrutinizes and on the

basis of that final questionnaire, ultimately the survey was designed and processed.

One questionnaire, which was developed for the end customers, pump

associates, pump supervisor were administered personally. During the administration of

questionnaire containing both open end and closed end questions, the information

was gathered by face to face interviewing and clearing doubts regarding different

aspects of Industrial Lubricant.

Through this intensive method, reliable information could be gathered.

Source of Data and Collection of Data

There are two types of data.

Primary Data

Secondary Data

Primary Data

Primary data, which is most important, will be collected with the help of the survey.

Primary data will be required for the research. Primary data in the raw form are

collected from the retail outlet dealers(resellers).

Secondary Data

Secondary data are collected from official literatures, magazines and the internet.

Sample Size

A total of fourty(40) resellers who are located on the prime areas of the city were surveyd in this project

Objective of the project

1.To study the resellers perception towards servo and other brand

2. To find out the satisfac tion level and causes of satisfaction of different brands vise a vise SERVO.

3.To find out the awareness level of servo in Guwahati amongst its resellers.

ANALYSIS OF QUESTIONNAIRE

{questionnaire for the resellers)

Q1-ARE SCHEMES/INCENTIVES GIVEN BY SERVO ATTRACTIVE ENOUGH?

YES-90%

NO-10%

YES90%

NO10%

ATTRACTIVENESS OF SCHEMES

Clearly evident from the above pie chart as per as the survey of the sample the latest schemes given out by servo are really attractive as 90% of the sample size find it so.

Q2-HAVE YOU BEEN APPROACHED BY ANYONE ELSE FROM SERVO BEFORE?

YES 22%

NO 78%

YES22%

NO78%

HAVE YOU BEEN APPROACHED BY ANYONE ELSE FROM BEFORE?

As we can make out from the above pie chart that most of the sample size i.e 78% of it has responded in negetive way when asked the above question

Q3-WHAT IS YOUR(RESELLERS) PREFERRED BRAND OF LUBRCANT?

SERVO 13

CASTROL 18

SHELL 2

TOTAL 4

OTHERS 3

SERVO33%

CASTROL45%

TOTAL5%

SHELL10%

OTHERS8%

BRANDS

As it is clearly evident from the above pie chart we can make out that though castrol is most popular amongst resellers,Servo seems to be catching up lagging not far behind at 32% as compared to 45% of castrol

Q4-WOULD YOU PREFER GETTING FREE GIFTS OR DISCOUNTSOR BOTH FROM SERVO?

FREE GIFTS-10

DISCOUNTS-24

BOTH-6

FREE GIFTS25%

DISCOUNTS60%

BOTH15%

CHOICE OF RESELLERS

Clearly evident from the above pie chart most of the resellers i.e 60% of the sample would prefer discount.

Q5-WHICH ARE THE OHTER BRANDS COMING UP WITH SCHEMES FREQUENTLY?

CASTROL 6

VALVOLINE 10

TOTAL 20

OTHERS 4

TOTAL50%

VALVOLINE25%

CASTROL15%

OTHERS10%

BRANDS

We can clearly make out from the above chart as per as the survey done on the sample Total lubricants is the brand coming up with most number of schemes every now and then

Q6-WHICH ACCORDING TO YOU IS THE BEST SCHEME DOING IN THE MARKET?

TOTAL 24

VALVOLINE 8

CASTROL 4

OTHERS 4

TOTAL60%

VALVOLINE20%

CASTROL10%

OTHERS10%

BEST SCHEME DOING IN THE MARKET?

Clearly evident from the above pie chart,Total lubricants is doing best in the market right now due to the various schemes offered by it

Q7-WHICH ASPECT OF OUR LUBRICANTS DO U THINK NEEDS IMPROVEMENT?

PRICE 4

PACKAGING 6

AVAILABILITY 8

PROMOTION 22

PRICE11%

PACKAGING17%

AVAILABILITY22%

PROMOTION50%

NEEDS IMPROVEMENT

We can clearly make out from the above chart that promotion is the aspect which 50% of the sample resellers think need to be improved in servo.

Q8-IS BRANDING SUPPORT OFFERED BY SERVO GOOD ENOUGH WHEN COMPARED TO OTHER COMPANIES?

YES 24

NO 16

YES60%

NO40%

As we can make out from the chart,branding support by servo is good as more than half of the sample i.e 60% think its good enough when compared to other brands

Q9-DO YOU THINK OUR COMPEITITOR PRICES ARE REALLY HIGH?

YES 28

NO 8

CANT SAY 4

YES70%

NO20%

CANT SAY10%

Clearly evident from the above chart,70% resellers think that the prices offered by the compeititors brand are really high when compared to servo

Q10-DOES THE STOCKIST VISIT YOU?

YES-8

NO-32

YES20%

NO80%

STOCKIST VISIT

It can be made out clearly from the chart that the stockist doesnt visit the reseller

Q11-IS HE INFORMATIVE?

YES

NO

YES61%

NO39%

Sales

Its can be clearly seen from the chart that the stockist is informative and gives off information regarding all the products

Q12-ARE YOU AWARE OF THE SCHEMES PROVIDED BY SERVO?

YES 25

NO 15

YES63%

NO38%

AWARENESS ABOUT SCHEMES FROM SERVO

Its can be understood from the above chart that still 38% of the sample are not at all aware of the schemes by servo

Q13-HOW WOULD YOU RATE THE SCHEMES PROVIDED BY SERVO?

VERY GOOD 18

GOOD 12

AVERAGE 9

BELOW AVERAGE 1

VERY GOOD42%

GOOD28%

AVERAGE28%

BELOW AVERAGE2%

RATING OF THE SCHEMES

As it is clearly evident from the above chart that much more than half of the sample like the schemes given by servo and have rated it high(i.e 28% have rated it good while 42% have rated it very good)

Q14-ARE YOU FULLY AWARE OF ALL THE PRODUCTS OFFERED BY SERVO?

FULLY AWARE 18

AWARE 12

NOT AWARE 10

FULLY AWARE57%

AWARE38%

NOT AWARE4%

It is evident from the above chart that more than half the sample size(i.e 57%) are fully aware of all the variety of products offered by servo

Q15-HOW WOULD YOU RATE THE SERVO PRODUCTS?

EXCELLENT 12

GOOD 15

AVERAGE 8

BELOW AVERAGE 5

EXCELLENT33%

GOOD41%

AVERAGE22%

BELOW AVERAGE3%

RATING THE SERVO PRODUCTS

It is clearly stated in the chart that servo products are of high value and rated good by 33% and excellent by 42% of the sample

Q16-IS THE STOCKIST PROMPT TO THE RESPONSES OF YOUR ORDER?

YES(WITHIN 24 HOURS) 32

NO(BEYOND 24 HOURS) 8

YES91%

NO9%

PROMPTNESS OF THE STOCKIST

As it is evident from the chart above that the stockist is prompt as the stockist delivers the products within 24 hours to 91% of the sample

Q17-HOW WOULD YOU RATE THE SPOT DISCOUNT SCHEME?

EXCELLENT 14

GOOD 20

AVERAGE 5

BELOW AVERAGE 1

EXCELLENT30%

GOOD54%

AVERAGE14%

BELOW AVERAGE3%

RATING THE SPOT DISCOUNT SCHEME

It is very clear from the above chart that the spot discount scheme is really popular.As we can see

54% thought it to be good while another 30% thought it to be excellent

Q18-HOW WOULD YOU RATE OUR CUSTOMER PULL SCHEME?

EXCELLENT 10

GOOD 22

AVERAGE 6

BELOW AVERAGE 2

EXCELLENT26%

GOOD56%

AVERAGE15%

BELOW AVERAGE3%

RATING THE CUSTOMER PULL SCHEME

From the above chart we can make out very well that the customer pull scheme was liked by many resellers 26% of them thought it to be excellent 56% thought it to be good.

DATA OF RETAIL OUTLETS

NAME ADDRESS PHONE NOANKIT MOTORS A.T.ROAD,GUWAHATI 0361-2520049ANUP ENTERPRISE BELTALA,BASHISTA

RD,GUWAHATI0361-2301661

ARIHANT AUTOMOBILES A.T.ROAD,GUWAHATI 9435040257ASSAM AUTOMOBILES ADABARI,GUWAHATI 9864071381ASSAM AUTOMOTIVE A.T.ROAD,GUWAHATI 9864273011AUTO SALES AGENCY MACHKHOWA,GUWAHATI 0361-2518507/518476AUTO SPHERE GUWAHATI CLUB,GUWAHATI 0361-2662283ASSAM AUTOMOBILES R.G.B.ROAD,GUWAHATIASSAM BATTERY HOUSE WALFORD,G.S.RD,GUWAHATI 9864041761BARJATIYA ENTERPRISE A.T.ROAD,GUWAHATI 0361-2545066BHARAT AUTOMOBILES R.G.B.ROAD,OPP USHA

COURT,GUWAHATI9864320425

B.K.AUTOMOBILES R.G.B.ROAD,GUWAHATI 94351-13596DINESH AUTOMOBILES BELTOLA,GUWAHATI 0361-2302108EAST INDIA MOTORS LALMATI,N.H-37,GUWAHATI 0361-2304273GANAPATI MOTORS BELTOLA,GUWAHATI 94350-66276GEETA ENTERPRISE ADABARI,GUWAHATI 98640-92208HANUMAN AUTO AGENCY LALMATI,N.H-37,GUWAHATI N.AHEMANT AUTOMOBILES A.T.ROAD,GUWAHATI 0361-2518841H.B.MOTORS R.G.B.ROAD,GUWAHATI 9854052050JAANMONI AUTOMOBILES NARENGI,GUWAHATI 9435104729HARANAM MOTORS NOONMATI,GUWAHATI 9954205163KAMALA MOTORS BELTOLA,GUWAHATI N.AKAUSHIK ENTERPRISE ADABARI,GUWAHATI N.AM.G.TRADERS A.T.ROAD,GUWAHATIS&T TRADERS BETKUCHI,GUWAHATI N.AMAA BHAVANI LUBES PATHARQUARRY,GUWAHATI N.AMAHESH ENTERPRISE BHANGAGARH,GUWAHATI N.AMOTORCRAZE WALFORD,GUWAHATI 9864023888MONOJ MOTORS NEAR GITAMANDIR POLICE

STN,GUWAHATI9854187674

N.E.ENTERPRISE ADABARI,GUWAHATI N.ANARAYANI MOTORS A.T.ROAD,GUWAHATI N.ANEW BIKE POINT WALFORD,G.S.RD,GUWAHATI 9864041761NEW INDIA MOTORS A.T.ROAD,GUWAHATI N.ALUBE CORNER R.G.B.ROAD,GUWAHATI 9864065824OM NEW SUNNY AUTO NEAR USHA COURT,ZOO RD 9954208628

TINALI.GUWAHATIOLIMA AUTOMOBILES NARENGI.FOREST

GATE,GUWAHATI9864040852

OM TRADE CENTRE NARENGI,FOREST GATE,GUWAHATI

9435248991

PARMOD ENTERPRISE A.T.ROAD,GUWAHATI N.APRAKASH MOTORS JAIL ROAD,GUWAHATI N.A

TIRUPATI ENTERPRISE A.T.ROAD,GUWAHATI 9864088762

Chapter 4

FINDINGS

IT HAS BEEN OBSERVED FROM THE STUDY THAT

Castrol is slightly ahead servo lubricants pertaining to automotive lubricant sales as far as consumer preferences. This may be a result of there presence in the market for a long time and their better sales promotion activities but considering the fact that most retail customers are more guided by advertisement themes rather than their logic.

Many of the resellers are not fully aware of the wide variety of products that servo offers.

Most of the resellers comment on servo products without even using it. A large group of customers do not have any idea about lubes in general, so they can

be easily persuaded. The resellers who are selling servo since a long time dont have any

problems or complaints with the quality of the product. Visits of Servo stockiest are very irregular. Garage owners,service centres,mechanics especially have a lot of influence

on the customers lube buying, they in fact direct the customer to buy lubes of a particular brand which gives them various benefits like

discount/cash coupons etc. Servo is far more economical than all its other compeititor brands Servo also gives its resellers a higher margin of profit when compared to other

brands

Chapter 5

SUGGESTIONS

The gap that was observed between the resellers want and company should be brigded.

Considering the fact that most Servo users are satisfied with the quality of the product some attempts should to be made to make it even better or perhaps the market leader in lubes

Few more customer awareness programmes has to be developed to make everyone aware of servo and its wide variety of lubes it offers

Sound promotion techniques by the company has to be implemented to promote the brand further

Though the customer has complained about pricing, it is an sensitive issue it should not be brought down further as it will adversely affect the brand identity of Servo. The company officials are of the opinion that servo brand of lube is to be marketed as premium product.

CONCLUSION

There should be more of advertising on the mass media channels of communication

Servo should also emphasize on the availability factor. They should give more distributorship or should open more retail outlet for making the products easily available to the customers.

Servo is really catching up with the other market leaders.

The factors to be highly prioritized by Servo brand of automotive lubricants are quality and long life of products followed by sound pricing and discount strategy as this attributes are found to be considered of the highest importance while making the purchase of the lubricants and while selecting a Brand for the same

Chapter 6

LIMITATIONS

The study is based on the data which has been aquired from the resellers dealing with lubes

The study is limited to the resellers of guwahati city only Sample size is small Most resellers dont have proper knowledge of the brand/lubes

Chapter 7

Bibliography

Philip Kotler-Marketing management www.iocl.com www.google.com Google scholar www.wikipedia.com