Академический Документы
Профессиональный Документы
Культура Документы
LUBRICANTS
On
E-Commerce
Platform
BY:
SANANDAN PAHARI
NILADRI CHAKRABORTY
AutomotiveGrades
Engineoils
DieselEngineoils
HylubeHdx MG 20W40
Hylube MTU 40
HpPumpset oil(LG)20W40
Hylube X3 10W(KB),30(KB)
HylubeMilcy 30,40,50
HpHylube LL 15 W 40
PetrolEngineApplication
FourWheeler
o
Hp CRUISE 15W 40
Hp RACER 4
Gearoils
AutoSpecialities
HpThanda Raja
HpKoolgard
HpKoolgard P
Hp Radiator Protector
Hppowerfluid TH 46
Hppowerfluid LTP-100
Greases
Automotivegreases
o
Hp Chassis Grease
HpLithon RR-3
Associated Products:
Solvent 1425
Distilled Water
Wax
Polish Clothes
OVERVIEW
The lubricants industry in India is dominated by national oil companies namely IOC,
BPCL and HPCL that account for almost half of market share. Rest of the market
comprises of private multinationals like Shell, Exxon Mobil, Total, IPOL and numerous
smaller and loyal players.
Volume consumption of lubricants in India has consistently declined over past few years
as a result of improving lubricant and engine quality. Industry margins in the year 2013
was affected by slower GDP growth rate accompanied by subdued industrial activity .
The rate of growth is at 2.3 and 1.6 per cent per year vis--vis 0 2 per cent globally 2.5
per cent of world lubes market, perhaps, amongst the highest in the world. The Indian
lubricants market would grow at a considerable CAGR rate thus exceeding USD 7713
million by 2017.
The per capita lubricant consumption in India is quite low compared to developed
countries. However, a comparison with other developing countries like China and
Indonesia reveals significant potential in India for growth in lubricant consumption.
3%
6%
6%
IOC
HPCL
34%
BPCL
IBP
Castrol
Gulf Oil
Tide Water
19%
2%
8%
HPCL LUBRICANTS
H
A
P
u
C
t
L
o
m
o
t
i
v
e
MARKET DATA:
18%
Elf
Others
Sales
7%
8%
Diesel Engine Oil
14%
2-Stroke
4-Stroke
Others
71%
STRATEGY:
Based on the market data and trend in the lubricant industry in India, we
propose the following strategies for which will help HPCL to successfully
tap the e-commerce market:
Our proposal is to initially target the following 3 customer segment:
Retail or Household: This segment will comprise customers who own
a bike or a car or both. Around 26% of Indian population own either
a 2-wheeler or a car. This will also be a big market for accessories
such as Solvents, Distilled water etc. Also more than 40% of the
population own a bicycle which is a prime target for greases.
Small workshops and repair shop: Indian roads are filled with repair
shops by the road. We will target them with the entire range of
products from engine oils to grease etc.
Research/Educational Institutions: Target segment will be the
workshops and automobile labs in engineering institutions. Also
research institutes of Automobile like ARAI, mining research
institutes like IMMT etc.
We are targeting 21% market share of 2-Stroke and 4-Stroke
lubricants and some part of 8% in the others segment. This segment
include Greases, Turpentine Oil, Solvents and Emulsions.
Indian lubricant industry is around INR 189 billion. We are targeting
21% of this market which is roughly INR 40 billion.
E-commerce is a forum that can provide enhancing of the market
capture of HPCL lubricants and provide cheaper and faster delivery
of products to the customers.
Target
customers:
Retailers,
small
workshops
and
educational/research institutes.
Selection of one particular dealer from each metro cities who will be
taking control of delivery and dispatching of our products in their
relevant zones/states.
Selection of dealership would be completely performance based
wherein the past performances and span of control would be
considered.
Online orders would be received by a central online department
created at headquarters in Mumbai
Forwarding of online orders from Mumbai to local dealers in different
metro cities.
Strategy imitator: Boschs successful strategy to sell hand tools in
online forum
Market segmentation: To understand exact requirement of
customers in different regions.
Promotion through social media:
Facebook
Twitter
Flash discounts and promotion at e-Commerce sites like
Flipkart, Snapdeal
Banners on local transport (bus and auto); providing initial samples
at discount to local transport owners to get permission for banners
for free.
PRODUCTS
Target customer
Main product
Associated product
DieselEngineoils
HylubeHdx MG
20W40
Hylube X3 10W
30,40,50
Hylube MTU 40
Hp Laal Ghoda
20W40
HpMilcy Power
15W40
HpPumpset
oil(LG)20W40
Small workshops
HpThanda Raja
HpKoolgard
HpKoolgard P
Hp Radiator Protector
Hppowerfluid TH 46
Hppowerfluid LTP-100
Absorber Oil GB
Greases
Automotivegreases
o
Hp Chassis Grease
Hp Wheel Bearing
Grease
Hp multipurpose Grease
Solvent 1425
Distilled Water
2,3
HpLithon RR-3
PetrolEngineApplication
FourWheeler
Hp Extra Super Motor oil
20W40/20W50
Hp Extra Super Motor oil
MG 20W40/20W50
Target customer
Hp CRUISE 15W 40
Hp RACER 4
Main product
Associated product
DieselEngineoils
HylubeHdx MG
20W40
Hylube X3 10W
30,40,50
Hylube MTU 40
Hp Laal Ghoda
20W40
HpMilcy Power
15W40
HpPumpset
oil(LG)20W40
Retailers
Hp Radiator Protector
Hppowerfluid TH 46
Hppowerfluid LTP-100
Absorber Oil GB
Greases
Automotivegreases
o
Hp Chassis Grease
Hp Wheel Bearing
Grease
Hp multipurpose Grease
Solvent 1425
Turpentine Oil
(MTO 2445)
2,3
o
HpLithon RR-3