PROJECT ON INDIAN OIL RO’S-products, services and their loyalty programs

Varun Pahwa (MBA-OIL N GAS)

R020210055
PRODUCT -IOCL
Servo
INDANE LPG
INDIAN OIL AVIATION SERVICES
AUTO GAS
XTRAPREMIUM PETROL
XTRAMILE SUPER DIESEL
SUPERIOR KEROSENE OIL
Undisputed market leader with range of 5oo
lubricants. Servo Xpress one shop store for providing
maintains sevices and act as a care centre’s for the
vehicles
40 Millions customers,48% market share.ots a
cleaner fuel for the commercial purpose
65% market share ,more than 101 AFS linking from
leh to andoman n nicobar island, serving defence as
well as 1500 flights refueling per day
High octane fuel. Obtained by fractional distillation of
crude oil n it emits 10% less co2 as campared 2 crude
oil
Branded fuel with high octane no n with friction
buster to prevent customer chamber deposits
High mileage ,better pick up, faster acceleration ,low
emission product
Multifunctional fuel additives that add advantage in
terms of mileage and lower maintenance cost.
Domestic fuel for lightning/burning purpose
,forinsecticides,pestisides etc.most of govt subsidy is
provided in kerosene of BPL.Increase the smoke point
and reduce sulphur content
Services –IOCL
Quality control test on the octane no.
Xtra Care Up to 400 care centre have alredy being
implemented,1500 in future.
(R&D labs)
XTRAREWARDS LOYALTY Cutomers can get points by purchasing
PROGRAM Fuel/lubes,confirmed through online slips
“SWAGAT” HIGHWAYS Fuel with additives non fueling facilities
FLAGSHIP RETAIL OUTLETS like health care centre,food,parking
facilities etc
XTRAPOWER FLEET CARD Paid though credit card facility,Flexible prepaid
cards for purchasing fuels.acccdental
insurance,vechile tracking facilty etc within 2 yrs
maximum sales of fleet cards for RO’S

Loyalty programs at Indian Oil

Indian Oil’s loyalty programs are designed exclusively to benefit customers who
have been purchasing the brand for over many decades.

XTRAREWARDS Loyalty Program

Indian Oil XTRA-REWARDS is India's first on-line rewards program that seeks
to inculcate the habit of redeeming points.
XTRAREWARDS is currently active in Mumbai, Ahmadabad, Bangalore,
Mysore, Coimbatore and Chennai. It will be shortly available in other markets
like Delhi. Apart from redeeming the accumulated points instantly on fuel /
SERVO Lubes at participating Retail Outlets, the card holder can also redeem
the points to get some exciting gift items from a catalogue.
The program continuously provides the cardholder with privileges, benefits and
offers from alliance partners like Domino's Pizza, Subhiksha, Rediff Shopping,
Kumaran Silks, Dhabba Express, Chennai Corporate Club and Archana Sweets.
XTRAPOWER Fleet Card program:
The XTRAPOWER Fleet Card program is a complete smart card-based fleet
management solution for fleet operators and Corporate for cashless purchase of
fuel & lubes from designated retail outlets of Indian Oil through flexible pre-paid
and credit facilities.
The fleet card program also offers an exciting rewards program and unique
benefits like personal accident insurance cover and vehicle tracking facilities. In
just under two years of its launch, Indian Oil’s XTRAPOWER Fleet Card has
emerged as the largest fleet card in the country with the widest retail outlet
coverage.
Any business entity owning or operating a vehicle fleet can become a member of
the XTRAPOWER fleet card program at a nominal annual charge. Each fleet
owner is issued a Fleet Control Card and vehicle-specific Fleet Cards for every
vehicle enrolled under the program.
For enhanced security, the fleet card transactions are authorized through unique
Personal Identification Number (PIN). Moreover, the card can help track each
vehicle's movement across remote corners of the country leading to an
improvement in vehicle utilization and route compliance. XTRAPOWER is also
backed by Indian Oil’s vast infrastructure network and web-based support
services.
XTRAPOWER is one-of-a-kind fleet card program of Indian Oil, which gives
you XTRA convenience, XTRA security and XTRA opportunity to earn
truckloads of rewards. It is a tailor-made program for Fleet Owners, Operators &
Corporates as well.
With XTRAPOWER Fleet Card you now have an easy, convenient and rewarding
XtraPower Fleet Card program is a step of IOC towards building loyalty among
the existing customers. Loyalty program works only when the customer is
emotionally attached to the brand.
Customers should be involved in the program by constant communication to
make them understand what is in for them. Comprehensive surveys should be
conducted to find out what should be the ideal way to reward the loyal
customers and retain them for the life time. Activities like checking point
balances online, responding to targeted offers, using kiosks, bidding on auction
items, entering sweepstakes and so on. Such participation is a sure sign of
increasing value to the customers.
Recommendations
Ideas to increase & retain customer base
 Target new vehicle/fleet owner by tie up with the vehicles companies and
give XTRAPOWER FLEET CARD with every new vehicle/truck.
 If any card is not used for more than 30 days by the customer then
automatic message should be generated to remind the user.
 Try to know actual reasons for not using the card for longer period of time
by the customer as retaining one customer is better than acquiring 6 new
customers.
 Bring awareness about the card through media advertising.
 XTRAPOWER FLEET CARD program website should be updated time
to time with details of the new as well as upcoming offers.
At Retail outlets
 Put a digital display on retail outlets
(i) To communicate with the
customers about IOC program & brands and (ii) for advertisement of alliance
partners & earning revenue out of it.
 Motivate pump attendants by giving price to “attendant of the month”
which will be the highest card seller of that month.
 XTRAPOWER Fleet Card Banners should be put at proper location in
the pump
 Stock replenishment of the cards should be taken care off.
 XTRAREWARDS program should be started at all other locations as soon
as possible.
 Pump attendants should get training frequently and as most of the staff at
the pump is not educated, a comprehensive training has to be provided to
the pump attendants about XTRAPOWER FLEET CARD program.
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 The objective of the loyalty program should be made transparent to the

attendants. They should be taught to use the swiping machine carefully
and accurately using different options and also various messages of error
in the machine

Prospective Alliances for XtraPower Fleet Card

Loyalty Program
Alliance Partners of IOCL for XtraPower fleet card program
Indian Oil Corporation Ltd has tied with many branded companies to give
variety of benefits to their customers through Xtra Power Fleet card program.
Alliance partner such as Essel World, Water Kingdom, Yoko sizzlers, Subhiksha,
Pizza Hut, Vishal Mega Mart, PVR, are giving Different discounted offers to the
card holders. These alliances are beneficial for both Indian Oil and the alliance
partner. Indian Oil can increase their customer base through these alliance and
these alliance partners can market their brand at Indian Oil petrol Pumps.
Need for Local alliance partners
For a loyalty program to succeed, it is essential that it should have tie-ups with
many alliance partners. This helps members of all socio-economic groups to
access the benefits of a loyalty card program. More specifically, if the outlets
situated nearby to an Indian Oil petrol pump are tapped, then it would help
Indian Oil’s loyal customers to a great extent. Hence we decided to tap the
nearby outlets to convince them to participate in the XtraPower Fleet Card
Loyalty Program.
Objectives of the project:
There are THREE major objectives for which we need to tie-up with various local
clients.
To tap local alliance partners for XtraPower Fleet Card program.
To promote the loyalty between the local customers and the company.
To provide benefit to the local customers.