Description
PROJECT ON HINDUSTAN PETROLEUM
BY- VAIBHAV GODSE UPES
Company - Brief
? Hindustan Petroleum Corporation
Limited (HPCL), a state-owned oil company of the Government of India located at Mumbai, India and is a Fortune 500 company of India listed at number 311. ? Company is under the control of the Government of India. It is one of the „Nav Ratnas? (nine jewels) ? Annual turnover of over Rs. 1,16,428 Crores and sales/income from operations of Rs 1,31,802 Crores (US$ 25,618 Millions) during financial year 2008-09, about 20% Marketing share in India.
Company Break -Up
Share Holding (%)
11%
4%
11% 51%
51.01% Government of India 23.22% Financial Institutes and Banks 11.05% FIIs 3.92% Mutual Funds
23%
10.8% Others (employees)
Source: HPCL
Company - Business
Refinerie s Storage & Distributi on Marketin g
HPCL
LPG Retail
Industrial & Governm ent Sales
Lubricant s
Marketing
The marketing operations of HPCL are divided into four strategic business units:Retail, Direct Sales, LPG and Aviation.
S.B.U Retail Direct Sales LPG Aviation
Source: HPCL site
Distribution Channel
HP Lube distribution
Distributors
Retail outlets
Bazaar shops
World and Indian lube market comparison
Indian lube market is 3rd largest in Asia and 6th largest in the world.
4%
COMPARISION
25%
REST OF THE WORLD ASIA INDIA 71%
Source: Kline group site
Indian Lube Scenario
Total demand for finished lubricants in India is estimated at over 1,600 kilo tones. The Lube market consists of two major segments, automotive and industrial.
LUBE MARKET SHARE
AUTOMOTIVE SEGMENT INDUSTRIAL SEGMENT
40%
60%
Source: Kline group
Automotive Engine Oil
CNG PCMO Oils 6% 2% 4- stroke 7%
SHARE
2- stroke 14% Diesel engine oil 71%
Lubricant Business
? HPCL Lube market share is around11%. ? The HP Engine Oils product range covers over 300
brands of lubricants, greases and specialties catering to the automotive as well as the industrial sector.
? HPCL has six lube blending plants at Mumbai,
Kolkata, Chennai and Silvassa.
Source: HPCL site
Research- Focus
? Lubricant brands selected for the research was
on the basis of maximum selling brands. The three segments include- Diesel engine oil, passenger car motor oil and four stroke oil
Lube Segme nt Diesel Engine Oil Passenger car motor oil 4T
Brand Laal Milcy Cruis Cruis Racer s Ghod Turbo e e 4 a Classi c
Research & Survey Work
? Problem Definition:
Success Determinant Of Selected Lubricant Brands“Which factors are dominant in deciding the success of a lubricant brand”
? Research Design: ? Here, at first exploratory research was Conducted to
gain the insight into the problem. ? The exploratory research was conducted through expert opinion- Within HPCL a total of 6 opinions were taken. ? These opinions helped in short listing the determinants for preparing the questionnaire for Bazaar shops and Retail outlets. ? The Exploratory research is then followed by Conclusive Research done through surveys.
Sampling
Sampling method: Judgmental Sampling- Brand managers Convenience Sampling- Bazaar shops & Retail Outlets. Sample size: Expert:-6 Bazaar:- 92 Retail outlets:- 18
Field work and data collection:
Targeted respondents were interviewed- Bazaar shops and retail outlet owners. Area covered Delhi, Jaipur, Pune and Mumbai
Field data For Bazaar shop- DEO
Laal Ghoda
90 80 70 77.3 79 60 67 61.5 65.7 63.7 50 40 30 20 10 17.1 2 0
47 42 0 0 Laal Ghoda
DEO
Milcy Turbo
100 90 80 70 60 50 40 30 20 10 0 84 80.7 86
70 74
73 67
55
28 23 0 0
Milcy Turbo
PCMO
Cruise
120 100 80 60 40 20 0 96 100 92
83 58 64 31 12 0
79
87
33.3 Cruise
PCMO
Cruise Classic
120 100 80 60 40 20 0
100 96 92
83 80
68 28.4 12.4 0
79
88
33.3
Cruise Classic
4T
Racer 4
120 100 80 60 40 20 0 97
88.5
88.5 82.7 80 58 20 11.1 0
83 77.5 55 Racer 4
Conclusion/ Recommendations For Bazaar Shops- Key Determinants
Laal Ghoda Brand name Brand image Quality of parent brand Milcy Turbo Brand name Brand image Quality of parent brand Cruise Brand name Brand image Quality of parent brand Cruise Classic Brand name Brand image Quality of parent brand Racer 4 Brand name Brand image Quality of parent brand
Positioning of Positioning of brand in the mind brand in the of consumer mind of consumer
Proper and longer support Proper and longer support
Positioning of brand in the mind of consumer
Quality of pack
Positioning of brand in the mind of consumer
Positioning of brand in the mind of consumer
Proper and Proper and longer support longer support Quality of pack Brand promotionBrand promotionATL Brand Promotion-
Variety of packs
Brand promotion-ATL Brand Promotion-
Brand promotionATL Brand Promotion-
Field data for retail outlets- DEO
Laal Ghoda
100 90 80 70 60 50 40 30 20 10 0 81 81 90.9 72.7 63.3 54.5 11 18.18 0
45.45 36.6 0 Laal Ghoda
DEO
Milcy Turbo
100 90 90.9 90.9 80 90.9 90.9 81 70 72.7 72.7 60 63.3 50 40 45.4 30 20 27.2 10 0 0 0
Milcy Turbo
PCMO
Cruise
90 80 70 60 50 40 30 20 10 0
83.3 83.3
66.6 66.6
83.3 83.3 50
33.3 0 Cruise
50
50
50
PCMO
Cruise Classic
90 80 70 83.3 83.3 60 66.6 66.6 50 50 50 50 40 30 33.3 20 10 0
83.3 83.3
57
0
Cruise Classic
4T
Racer 4
90 80 70 60 50 40 30 20 10 0
83.3
66.6 66.6
83.3 83.3
83.3
66.6
50
33.3 16.6 33.3 0 Racer 4
Conclusion/ Recommendations For retail outlets- Key Determinants
Laal Ghoda Brand name Brand image Quality of parent brand Milcy Turbo Brand name Brand image Quality of parent brand Cruise Brand name Brand image Quality of parent brand Positioning of brand in the mind of consumer Brand promotionATL Brand PromotionBTL Cruise Classic Brand name Brand image Quality of parent brand Positioning of brand in the mind of consumer Brand promotionATL Brand PromotionBTL Racer 4 Brand name Brand image Quality of parent brand Positioning of brand in the mind of consumer Brand promotionATL Brand PromotionBTL
Positioning of Positioning of brand in the mind brand in the of consumer mind of consumer Proper and longer support Proper and longer support Quality of pack
Brand promotion-ATL
Brand
Other Recommendations
For DEO ? Redemptions of the schemes on time. ? Aggressive media promotion. ? Increase visibility of the brand. ? Introducing e-procurement.
For PCMO ? Strategic Alliance: More tie-ups with OEMs, which would help in increasing the sale at retail outlets through service stations. ? Introducing “free service programs at retail outlets”. ? New Distribution system: Making product available at OEM workshops and service stations. ? Relationship marketing.
For FOUR STROKE ? Below the line promotion should be aggressivethrough mechanics. ? Awareness among mechanics for the brandthrough schemes. ? Sponsorships- Sponsoring the events like sports, T.V. program ( MTV roadies) would increase publicity. ? Celebrity branding. ? Introducing lube dispensing machines at retail outlets.
THANK YOU
doc_177111608.pptx
PROJECT ON HINDUSTAN PETROLEUM
BY- VAIBHAV GODSE UPES
Company - Brief
? Hindustan Petroleum Corporation
Limited (HPCL), a state-owned oil company of the Government of India located at Mumbai, India and is a Fortune 500 company of India listed at number 311. ? Company is under the control of the Government of India. It is one of the „Nav Ratnas? (nine jewels) ? Annual turnover of over Rs. 1,16,428 Crores and sales/income from operations of Rs 1,31,802 Crores (US$ 25,618 Millions) during financial year 2008-09, about 20% Marketing share in India.
Company Break -Up
Share Holding (%)
11%
4%
11% 51%
51.01% Government of India 23.22% Financial Institutes and Banks 11.05% FIIs 3.92% Mutual Funds
23%
10.8% Others (employees)
Source: HPCL
Company - Business
Refinerie s Storage & Distributi on Marketin g
HPCL
LPG Retail
Industrial & Governm ent Sales
Lubricant s
Marketing
The marketing operations of HPCL are divided into four strategic business units:Retail, Direct Sales, LPG and Aviation.
S.B.U Retail Direct Sales LPG Aviation
Source: HPCL site
Distribution Channel
HP Lube distribution
Distributors
Retail outlets
Bazaar shops
World and Indian lube market comparison
Indian lube market is 3rd largest in Asia and 6th largest in the world.
4%
COMPARISION
25%
REST OF THE WORLD ASIA INDIA 71%
Source: Kline group site
Indian Lube Scenario
Total demand for finished lubricants in India is estimated at over 1,600 kilo tones. The Lube market consists of two major segments, automotive and industrial.
LUBE MARKET SHARE
AUTOMOTIVE SEGMENT INDUSTRIAL SEGMENT
40%
60%
Source: Kline group
Automotive Engine Oil
CNG PCMO Oils 6% 2% 4- stroke 7%
SHARE
2- stroke 14% Diesel engine oil 71%
Lubricant Business
? HPCL Lube market share is around11%. ? The HP Engine Oils product range covers over 300
brands of lubricants, greases and specialties catering to the automotive as well as the industrial sector.
? HPCL has six lube blending plants at Mumbai,
Kolkata, Chennai and Silvassa.
Source: HPCL site
Research- Focus
? Lubricant brands selected for the research was
on the basis of maximum selling brands. The three segments include- Diesel engine oil, passenger car motor oil and four stroke oil
Lube Segme nt Diesel Engine Oil Passenger car motor oil 4T
Brand Laal Milcy Cruis Cruis Racer s Ghod Turbo e e 4 a Classi c
Research & Survey Work
? Problem Definition:
Success Determinant Of Selected Lubricant Brands“Which factors are dominant in deciding the success of a lubricant brand”
? Research Design: ? Here, at first exploratory research was Conducted to
gain the insight into the problem. ? The exploratory research was conducted through expert opinion- Within HPCL a total of 6 opinions were taken. ? These opinions helped in short listing the determinants for preparing the questionnaire for Bazaar shops and Retail outlets. ? The Exploratory research is then followed by Conclusive Research done through surveys.
Sampling
Sampling method: Judgmental Sampling- Brand managers Convenience Sampling- Bazaar shops & Retail Outlets. Sample size: Expert:-6 Bazaar:- 92 Retail outlets:- 18
Field work and data collection:
Targeted respondents were interviewed- Bazaar shops and retail outlet owners. Area covered Delhi, Jaipur, Pune and Mumbai
Field data For Bazaar shop- DEO
Laal Ghoda
90 80 70 77.3 79 60 67 61.5 65.7 63.7 50 40 30 20 10 17.1 2 0
47 42 0 0 Laal Ghoda
DEO
Milcy Turbo
100 90 80 70 60 50 40 30 20 10 0 84 80.7 86
70 74
73 67
55
28 23 0 0
Milcy Turbo
PCMO
Cruise
120 100 80 60 40 20 0 96 100 92
83 58 64 31 12 0
79
87
33.3 Cruise
PCMO
Cruise Classic
120 100 80 60 40 20 0
100 96 92
83 80
68 28.4 12.4 0
79
88
33.3
Cruise Classic
4T
Racer 4
120 100 80 60 40 20 0 97
88.5
88.5 82.7 80 58 20 11.1 0
83 77.5 55 Racer 4
Conclusion/ Recommendations For Bazaar Shops- Key Determinants
Laal Ghoda Brand name Brand image Quality of parent brand Milcy Turbo Brand name Brand image Quality of parent brand Cruise Brand name Brand image Quality of parent brand Cruise Classic Brand name Brand image Quality of parent brand Racer 4 Brand name Brand image Quality of parent brand
Positioning of Positioning of brand in the mind brand in the of consumer mind of consumer
Proper and longer support Proper and longer support
Positioning of brand in the mind of consumer
Quality of pack
Positioning of brand in the mind of consumer
Positioning of brand in the mind of consumer
Proper and Proper and longer support longer support Quality of pack Brand promotionBrand promotionATL Brand Promotion-
Variety of packs
Brand promotion-ATL Brand Promotion-
Brand promotionATL Brand Promotion-
Field data for retail outlets- DEO
Laal Ghoda
100 90 80 70 60 50 40 30 20 10 0 81 81 90.9 72.7 63.3 54.5 11 18.18 0
45.45 36.6 0 Laal Ghoda
DEO
Milcy Turbo
100 90 90.9 90.9 80 90.9 90.9 81 70 72.7 72.7 60 63.3 50 40 45.4 30 20 27.2 10 0 0 0
Milcy Turbo
PCMO
Cruise
90 80 70 60 50 40 30 20 10 0
83.3 83.3
66.6 66.6
83.3 83.3 50
33.3 0 Cruise
50
50
50
PCMO
Cruise Classic
90 80 70 83.3 83.3 60 66.6 66.6 50 50 50 50 40 30 33.3 20 10 0
83.3 83.3
57
0
Cruise Classic
4T
Racer 4
90 80 70 60 50 40 30 20 10 0
83.3
66.6 66.6
83.3 83.3
83.3
66.6
50
33.3 16.6 33.3 0 Racer 4
Conclusion/ Recommendations For retail outlets- Key Determinants
Laal Ghoda Brand name Brand image Quality of parent brand Milcy Turbo Brand name Brand image Quality of parent brand Cruise Brand name Brand image Quality of parent brand Positioning of brand in the mind of consumer Brand promotionATL Brand PromotionBTL Cruise Classic Brand name Brand image Quality of parent brand Positioning of brand in the mind of consumer Brand promotionATL Brand PromotionBTL Racer 4 Brand name Brand image Quality of parent brand Positioning of brand in the mind of consumer Brand promotionATL Brand PromotionBTL
Positioning of Positioning of brand in the mind brand in the of consumer mind of consumer Proper and longer support Proper and longer support Quality of pack
Brand promotion-ATL
Brand
Other Recommendations
For DEO ? Redemptions of the schemes on time. ? Aggressive media promotion. ? Increase visibility of the brand. ? Introducing e-procurement.
For PCMO ? Strategic Alliance: More tie-ups with OEMs, which would help in increasing the sale at retail outlets through service stations. ? Introducing “free service programs at retail outlets”. ? New Distribution system: Making product available at OEM workshops and service stations. ? Relationship marketing.
For FOUR STROKE ? Below the line promotion should be aggressivethrough mechanics. ? Awareness among mechanics for the brandthrough schemes. ? Sponsorships- Sponsoring the events like sports, T.V. program ( MTV roadies) would increase publicity. ? Celebrity branding. ? Introducing lube dispensing machines at retail outlets.
THANK YOU
doc_177111608.pptx