Castrol Oil - Consumer Behavior of in Pune City

CONSUMER BEHAVIOUR FOR CASTROL OIL IN WAKAD
CHAPTER 1 INTRODUCTION
ABEDA INAMDAR SENIOR COLLEGE OF ARTS, SCIENCE AND COMMERCE. P a g e | 1
CHAPTER 1 INTRODUCTION
The topic of the project is "A STUDY OF CONSUMER BEHAVIOR OF CASTROL OIL IN PUNE CITY ".
Economic reforms and liberalization have brought about a significant change in the lubricant sector .Earlier the lubricant market was dominated by a few players [ PSUs ] namely ICO, HPCL, BP, SERVO, But with the Narrival of new MNCs viz. Idemitsu, Veedol, Pennzoil, mobile etc. In the market entire scenario has changed.
Initially all imports of base oil were routed though the ICO. As a result ICO decided upon the market share of each company. Post 1992 when import of base oils were de-controlled, PSUs no longer had a monopoly on raw material.
Now rapid changes are visible across lubricant industry. Today there are aggressive players in the market like Servo, Veedol, Idemitsu, Shell and Pennzoil etc. These companies are giving Indian PSUs a tough time.
For lubricants, India's base is very small at present, but it is the growth of the Indian market that the lubricants companies are targeting. Lube consumption in the developed nations is declining due to better technology and better products. In India the market is still too younger to face such problems. Here the overall automobile market is a growing at 10% every year and demand growth stage for lube market is 4.5 for new years. In a country with a population size of over 1 billion this is a small growth, so in future this growth will continue and so the growth of lubricant sector.
CHAPTER 2 COMPANY PROFILE
CHAPTER 2
OBJECTIVES OF THE STUDY The objectives of this study were as follows : To understand consumer preference for 4ts oil based products of Castrol oil To compare the quality of Castrol oil to other brands. To understand the product profile of the Castrol oil.
To know the major competitors of Castrol for different segments viz. two wheelers and three wheelers.
SCOPE OF THE STUDY :Castrol India Limited (Castrol India) is a lubricant company. It is engaged in the manufacturing and marketing of automotive and industrial lubricants. Its automotive sector includes petroleum products (under the Castrol and BP brands) used in off-road vehicles, motorcycles (both two-and four-stroke engines), and diesel engines. The company has global partnership with leading manufacturers namely BMW, Jaguar, Volvo, Land Rover
This comprehensive SWOT profile of Castrol India Limited provides you an indepth strategic analysis of the company's businesses and operations. The profile has been compiled by GlobalData to bring to you a clear and an unbiased view of the company's key strengths and weaknesses and the potential opportunities and threats. The profile helps you formulate strategies that augment your business by enabling you to understand your partners,
This company report forms part of GlobalData's 'Profile on Demand' service, covering over 50,000 of the world's leading companies. Once purchased, GlobalData's highly qualified team of company analysts will comprehensively research and author a full financial and strategic analysis of Castrol India Limited, including a detailed SWOT analysis, and deliver this direct to you in pdf format within two business days.
GlobalData is a leading provider of global business intelligence including market, competitor, product and customer information. It provides in-depth research, analysis, data and forecasts through a range of interactive online databases, reports and management briefings. GlobalData has a large team of experienced research and analysis, consulting, and marketing experts. It has a global presence, including key offices in the US, Europe and Asia. The group has over 50 years of experience of delivering market intelligence data and analysis and a highly experienced senior management team.
ASSUMPTION:It is assumed that Castrol India Limited is a well known brand and has a good market image. It is also assumed that the data collected from the customer is correct and up to the mark.
LIMITATIONS OF SURVEY There was a sincere attempt to conduct the survey in the most efficient and scientific manner possible. But the survey does have some limitations. The limitations of this survey were as follows : Biased opinion of customers. Difficulty in getting full attention of customers and mechanics. Area covered was limited so opinion of customers in other Location may be different. Limited time available for conducting the survey.
ORGANIZATIONAL PROFILE 1. HISTORY The history of Castrol in India dates back to 1910 when certain automotive lubricants from c cwakefield& company made an entry in the Indian market. In 1919, c cwakefield& company set up its first overseas branch office in India and commenced operations as a trading unit. Today, Castrol India limited is the second largest player in the Indian lubricant industry and is the market leader in the retail automotive lubricant segment. Castrol India is part of the BP group worldwide.
CASTROL INDIA :The history of Castrol in India dates back to 1910 when certain automotive lubricants from CC Wakefield & Company made a entry in the India market. In 1919, CC. Wakefield & Company set up its first overseas branch office in India and commenced operations as a trading unit, today, Castrol India Limited is the second largest player in the Indian lubricant industry and is the market leader in the retail automotive lubricant segment. Castrol India is part of the BP Group worldwide.
Castrol India Limited is a public Limited Company with 70.92% of the equity held by Castrol Limited UK (Part of BP Group). In 2003 the company's turnover was Rs. 1360.51 crores and Profit after Tax was Rs. 1 37.38 crores.
From a minor oil company, with a share of about 6% in 1991, Castrol India has grown to become the second largest lubricant company in India with a market share of around 22%.
Castrol India manufactures and markets a range of automotive and industrial lubricants. It markets its automotive lubricants under two brands - Castrol and BP. The company has leadership positions in most of the segments in which it operates including passenger car engine oils, premium 2-stroke and 4-stroke oils and multi grade diesel engine oils.
Castrol India has the largest manufacturing and marketing network amongst the lubricant companies in India. The company has 5 manufacturing Plants across the country, including a state of the art plant in Silvassa. The company reaches its consumers through a distribution network of 270 distributors, servicing over 70,000 retail outlets.
Castrol India has clearly demonstrated its commitment to Indian consumers for over 80 years, by offering its international range of high performance products backed by the highest level of customer service.
The company has managed to gain sustainable competitive advantage through: Distinctiveness driven by continuous innovation in all areas of Business. Winning culture and a desire to excel Strong meaningful relationships with all stakeholders. Its more than just oil. Its Liquid Engineering: Your company has had a excellent 2005, with growth across all key metrics. This performance is reassuring since it comes at a time when the external environment has been extremely challenging. The year saw unprecedented material costs increases and intense competition amongst industry players. However the intrinsic "Strength within" your Company - brand, people, distribution, technology and innovation has propelled delivery of this impressive performance in 2005.
It is heartening to see these inner strengths come together, such that we could understand our customers better and thereby connect successfully with them. Your company is focused on margin management through customer segmentation. Castrol was able to take price increases successfully by continuing to offer innovative propositions that meet the growing demand of its consumers.
It is in difficult times that strong organizations take a challenging stance. Castrol seized the strategic opportunity to meet the challenge of the shift in the profile of consumers due to the booming personal mobility segment. During 2005, your Company took the initiative to re-launch the Castrol Master brand. All elements of the brand were changed and updated. All new communication has been most aptly summarized in the brand's new tagline "Its more than just oil. Its Liquid Engineering."
In a difficult year, we have adopted a bold strategy to increase investment in our brand. Your company has carefully managed this investment neutralizing other cost increases. Your company has made significant progress in key segments which will be the growth engines in the future : New Generation Commercial vehicles and passenger cars/ Motorcycles. The marketing excellence of the organization was visible through several initiatives like the "We speak 4T" campaign, introduction of Trizone Technology for 4-stroke engines, CRB Turbo re-launches and of course the mega Castrol Master Brand re-launch. This aggressive consumer centric marketing approach has paid off in 2005 and continues to reap rewards in 2006 - 2007.
Your company's strategy of building strong partnerships with large vehicle manufacturers like Tatas, Maruti and Mahindras continues. Also, our channel relationships with private sector petrol station players like Essar and Reliance in growing from strength to strength. Most recently, Castrol is tapping the new and evolving rural channel through the retail outlets of ITC and Godrej.
2006 saw your Company make huge strides in health and safety. Your company received recognition and awards for excellent works done in road safety, work place safety and energy conservation. Our people continue to be a key asset and are often hailed as a pool of functional excellence in the wide BP world. Keeping the long term in mind, your company continues to focus on leadership development and enhancing the competencies of staff. The organization also
provided greater focus and sensitivity towards issues such as creating a diverse workforce and an inclusive work environment where everyone can succeed.
2. ORGANIZATIONAL STRUCTURE
Name
Designation
S M DattaChairman / Chair Person R Gopalakrishnan S Mukundan H McCabe A P Mehta SujitVaidya N K Kshatriya R Hewins D S Parekh R Kirpalani S Malekar Director Non Executive Director Non Executive Director Executive Director Director (Finance) Vice Chairman Non Executive Director Non Executive Director Director & COO Executive Director
Castrol Chemicals Group the following points will make up the body of this report: 1. Assessment of the challenges implied by globalization for the businesses within the Burmah Castrol Chemicals Group 2. Review of the three organizational structures outlined in the case study, assessment of the extent to which each will address these globalization challenges 3. Proposal of the adoption of a suitable future structure for the Group and outlines the issues to be considered in its implementation Point 1. Assessment Many companies over the past 20 years have faced more and more challenges in their field due to the effects of globalization. For the Burmah Castrol Chemicals Group, there are several challenges implied by globalization that the company must face and overcome if it is to survive in the business world.
1. The Company had entered into transactions for rendering of services and secondment of personnel with two private limited companies incorporated in India which are a part of the BP group of companies worldwide. The said agreements attracted the provisions of Section 297 of the Companies Act, 1956 as there were common Directors between the Company and the two private limited companies. The Company is applications to the Regional Director (Ministry of Corporate Affairs) for necessary approvals. The Regional Director (Ministry of Corporate Affairs) has sought clarifications and requested the Company to make fresh applications with additional information. The Company has made fresh applications in relation to both the private limited companies to the Regional Director (Ministry of Corporate Affairs) and is currently awaiting approval. 2. Estimated amount of contracts (net of advances) remaining to be executed on capital account and not provided for Rs. 2.41 Crores (2008 :Rs. 2.08 Crores).
3. (a) The Company had received in prior years, show cause notices from Excise Authorities in respect of input and Finished Goods stock differences at some of its plants aggregating to Rs. 18.30 Crores (2008 ; Rs. 18.30 Crores). There have been three orders in favour of the Company though department has filed appeals against two of them. The orders were passed upholding the Companiescontention
that the stock differences have been almost fully reconciled/explained. The pending demands on account of stock differences aggregate to Rs. 4.96 Crores (2008 :Rs. 7.87 Crores) including the amounts involved in the cases where department has filed appeals. Considering that favorable orders have been received setting out a ratio that minor differences are condonable, the demands at other plants are also likely to be eventually dropped. The Company has also obtained legal opinions which concur with this view. However, as a matter of abundant caution, the Company has upto date made a provision of Rs. 0.47 Crore and payments of Rs. 1.70 Crores relating to Excise cases of stock differences as on 31st December, 2009.
(b) Certain disputed demand notices relating to Indirect Taxes amounting to Rs. 100.50 Crores (2008 : Rs. 95.32 Crores) have neither been considered as contingent liabilities nor acknowledged as claims, based on expert legal opinions obtained/ internal assessment. Further, the Company has been consistent in adopting the policy of assessing risks as set out in their health check report from reputed Tax Advisors. The Company is of the view that the possibility of the demands materializing is remote.
4. A shareholder of the Company had filed a Public Interest Petition in the Delhi High Court interlaid challenging the allotment of 3,537,862 equity shares on Preferential basis to Castrol Ltd., U.K. The said Petition has been dismissed by the Delhi High Court on 11th January, 2005. However, the Shareholder has gone to appeal by way of a Special Leave Petition to the Supreme Court of India. The Appeal has been admitted but no interim relief has been granted.
5. Segment Information : The business segment has been considered as the primary segment. The Company is organized into two business segments, Automotive & Non-Automotive.
The above business segments have been identified considering : - The customers - The differing risks and returns - The organisation structure - The internal financial reporting system
Segment revenue, results, assets and liabilities have been accounted for on the basis of their relationship to the operating activities of the segment and amounts allocated on a reasonable basis.
6. Employee Benefits : General Description of Defined Benefit Plan Gratuity The Company operates gratuity plan wherein every employee is entitled to the benefit equivalent to fifteen days/one month salary last drawn for each completed year of service depending on the date of joining. The same is payable on termination of service, or retirement, whichever is earlier. The benefit vests after five years of continuous service.
3. PRODUCTS
1). Castrol CRB Plus +
No. 1 multi-grade engine oil with heat proof formula and unique PSM Technology.
Key benefits CRB Plus+ has a new heat proof formula with PSM (Perma Stick Molecule). It forms a permanent protective layer that works hard even at high temperatures and protects critical engine parts, ensuring longer engine life. Multi grade 20W/40 dies el engine oil Ensures even longer engine life. Protection in extreme heat conditions Cleaner engines. Reduced maintenance Reduced top-up Enables engine overhaul after 4 years instead of 3 years or after 400,000 kms instead.
2).Castrol CRB Turbo Specially designed to give the best performance in new generationvehicles.
Key benefits New unique CRB Turbo with special PSM ingredient, carries forward the grand heritage of the CRB family Multi grade 15W/40 CF-4 diesel engine oil Gives longer engine life to turbocharged diesel engines. Heavily Reduces engine cam wear Enhances oil life through maintenance of correct viscosity throughout use. Protects the turbo charger. Reduces top up to a large extent. Recommended for all vehicles having turbocharged engines like Telco 1613, 4021 TC and Ashoh Leyland Iveco, Comet models, Caterpillar and Cummins gensets, Rigs and New generation tractors from Ford New Holland, L&TJohn Deere and Mahindra.
3). Castrol super TT Power Unleashed
Key benefits Castrol Super TT is the largest selling motorcycle engine oil in India. It has low ash formation, free from most catalyst poisoning elements and hence enhances catalyst life. Instant start Greater power for super charged
performance. Faster pick up Reduction in exhaust smoke. Recommended for use in all models ofstroke motorcycles. Exceeds JASO FC specifications. Also meets the requirements of APITC
4). Castrol Active 4T 24-hour protection for 4-stroke motorcycle engines.
Key benefits It's active protection molecules cling to the engine and transmission part leaving a protective film that's active at all times even when the engine is turned off. Continuous protection even during starting and warm up. Minimizes components. Superior performance. Recommended for use in 4-Stroke models of Hero Honda, Bajaj/Kawasaki, Yamaha, LML and all other manufacturers. Meets the requirements of API SL valve train wear performance and JASO-MA standards. wear and tear of all
5). Castrol Power 1 Power Unleashed Key benefits Castrol power 1 is superior performance 4-stroke motorcycle engine oil which improves the power response from your bike's engine. Reduces viscous drag between moving parts. Increases engine power and acceleration. Improves performance. Recommended for use in all 4 stroke new generation and high performance models of Hero Honda, Bajaj/ Kawasaki, TVS, Yamaha, Kinetic, LML and all other manufactures. Meets the requirements of API SL valve train wear performance and JASO MA standards.
6). GTX Extra Key benefits Castrol GTX Extra has a superior formulation that offers complete protection to the car engine even under stressful city driving conditions. Exceptional engine protection even at high temperatures. Tested on international EURO generation and MPF engines Compatible with all CNG cars Long term catalyst protection Castrol GTX Extra is tested and suitable for all Maruti. Hyundai, Daewoo, Fiat, Honda, Mitsubishi, Ford and
Hindustan Motor cars as well as all imported petrol driven cars. Meets APISG/CD, MIL-L-461520 and CCMC G4/PD2
7). Castrol Scootek 2T Special 2T oil for scooters Key benefits 2-stroke engine oil with carbon busters, specially engineered for scooters. Always ensures smooth performance. Easy kick start. Reduced engine maintenance Protection against spark plug fouling Recommended for use in 2-stroke scooters, step through, scooter and mopeds from Bajaj, LML and TVS.
Meets API TC 7 JASO FC specifications.
4. MARKET SHARE
Castrol India Limited is a Public Limited Company with 70.92% of the equity held by Castrol Limited UK (part of BP Group). In 2003 the company's turnover was Rs.1360.51 crores and Profit after Tax was Rs. 137.38 crores.
29.08%
Castrol India Others 70.92%
From a minor oil company, with a share of about 6% in 1991, Castrol India has grown to become the second largest lubricant company in India with a market share of around 22%.
Castrol India manufactures and markets a range of automotive and industrial lubricants. It markets its automotive lubricants under two brands - Castrol and BP. The company has leadership positions in most of the segments in which it operates including passenger car engine oils, premium 2-stroke and 4-stroke oils and multigrade diesel engine oils. Castrol India has the largest manufacturing and marketing network amongst the lubricant companies in India. The company has 5 manufacturing Plants across the country, including a state-of-the-art plant in Silvassa. The company reaches its consumers through a distribution network of 270 distributors, servicing over 70,000.retail outlets.
Castrol India has clearly demonstrated its commitment to Indian consumers for over 80 years, by offering its international range of high performance products
backed by the highest level of customer service. The company has managed to gain sustainable competitive advantage through: Distinctiveness driven by continuous innovation in all areas of business Winning culture and a desire to excel Strong meaningful relationships with all stakeholders
5. FUTURE DEVELOPMENT CULTURE
As a fair and unbiased employer, Castrol offers an enriching environment for professional and personal growth for every employee. An open, participative culture permeates each level of the organisation. The Company empowers its employees to take decisions on their own and provides the necessary resources, helping build a culture of empowerment for employees to prove their potential. At Castrol, people are their most valuable asset and hence employee care is given utmost importance.
Castrol is also a fun place to work. Get-togethers, awards events, sports tournaments, quizzes, health talks, slogan, poster and other competitions also form part of the work agenda.
Castrol has thrived, grown and prospered in this country, a name people reckon with. It is one of those few Companies proud to have a long list of satisfied customers and consumers and long enduring partnerships. Life is all about touching people in a way they would remember you fondly for a lifetime. And Castrol as a brand has done it! Time and again, we have touched a million hearts.
And at Castrol we still believeThe best is yet to come!
6. REORGANIZATION AND AWARDS
The Castrol Hero Program is a recognition program with a twist. Here, Castrol employees nominate each other for 'winning performances' at work. Both nominator and nominee stand to win over a thousand prizes! The top 10 nominees and their nominators get to watch the ICC World Cup 2011 Finals LIVE (on 2nd April 2011 in Mumbai).
Entries open on 17th January, and final winners will be announced on 25th March 2011. All current employees of Castrol India Limited and contractors can participate. The objective is to showcase the fantastic work that each one of you and your colleagues deliver on a daily basis. So make sure you recognize your colleagues' efforts and acknowledge him/her as a Castrol Hero!
At Castrol, reward is much more than just your salary. We offer our employees a competitive reward package that includes salary, allowances, bonuses, share plans and health and retirement provisions as well as other benefits. Our salaries are designed to attract and retain the highest quality employees to help us maintain our success as a business and to encourage employees to continually develop their skills and enhance their contribution. Your salary will be reviewed annually to ensure that it remains competitive. This is done by comparing it with current levels of pay in the market and your peers. Our top-performers are differentiated on rewards. We reward top performance with a Total Reward program that tops in the industry.
Other than the retiral benefits mentioned above, we have some of the most employee-friendly and progressive benefit offers. More and more people want the freedom to arrange their working hours to suit themselves, and to shape the relationship between their professional and private lives according to their
individual wishes. Flexible Work Hours, Career Breaks, Leave (including Paternity/ Adoption Leave), an organization wide Fun and Fitness program and A free lunch (well, almost!) Where healthy and hygienic food at highly subsidized rates is provided to the employees. There is a comprehensive health and medical coverage plan. Apart from a distinguishing group accident cover, Castrol offers domiciliary medical insurance cover, a competitive hospitalization cover including an annual health check-up offer. Sickness leave is provided on need basis.
For becoming successful in Indian lube market, the key factors for any company would as follows: Good brand image Extensive marketing network with stock points spread across the country. Financial strength as market will deemed credit facilities. Technology and R&D backup. Distributed manufacturing facilities.
CHAPTER 3 LITERATURE REVIEW
CHAPTER 3 LITERATURE REVIEW
LUBRICANT MARKET IN INDIA The Indian lubes market was regulated till 1993, with the market dominated by 4 public sector under takings including IOCL, BPCL, HPCL and IBP Deregulation had a server impact on the structure of Indian lubes market. It encouraged foreign majors to set shops in India. The numbers of players increased overnight 25 with entry of MHCs like Castrol, Shell and Mobil etc. competition has become intense.
The entire lubes market in India can be classified into two key segments, Automotive and Industrial. In India, the automotive lubes account for over 60% of the market, Diesel lubes share is estimated at 70% of the same because it comprise commercial vehicles including trucks.
There are two key markets for lubes in India, namely the original equipment segments and retail trade the channels for replacement market or the retail segment are petrol pumps and retail outlets. Under the administered price mechanism ownership of petrol pump was restricted to the four major oilmarketing companies, i.e. IOCL, HPCL, BPCL and IBP. The other private players had to set up a independent distribution infrastructure comprising stockiest and dealers throughout India. The performance of Castrol is setting up this infrastructure has been exemplary.
A period of consolidation is likely in the near future. With entry of MNCs with deep pockets, better technology and brand power, exit of marginal Indian players is imminent, after this will emerge a period of Consolidation marked with lubes industry.
The entire lube market in India can be classified into two key segments, Automotive and Industrial.
Automotive lubes can be classified on the basis of use like : Two wheelers, three wheelers, cars, commercial vehicle and etc.
In India 30% lubs sells through petrol pumps. The global average is about 70%). In general, lubes are price sensitive. People tend to hunt around for good bargain; over supply has resulted in disguised price war. For automotives lubes, brand enquiry is critical, as cost of lubes is insignificant to overall cost of buying and maintaining a vehicle.
METHODOLOGY AND PROCEDURE OF WORK
DATA COLLECTION The data collection is the source through which the data is collected.
DATA SOURCE: There are two sources of data : (a) (b) Primary data Secondary data
PRIMARY DATA: Primary data consist of Original information gathered for the specific purpose. The primary data was collected through the questionnaire. The questionnaire is the most common instrument in collecting primary data.
QUESTIONNAIRE: The questionnaire was carefully developed, tested and debugged before they were put to actual use. Each question contributed to the research objective. The questionnaire was limited in number, sample, direct and unbiased. It was framed in the manner so as to serve the purpose.
SECONDARY DATA: In consists of information that already exists somewhere having been collected for some purpose. The data regarding CIL (Castrol India Limited) as a corporation collected. Its previous performance and the present trend were found out.
The data related to sales trend of different brand was collected.
CHAPTER 4 DATA ANALYSIS
CHAPTER 4 DATA ANALYSIS
DATA ANALYSIS AND INTERPRETATION Q1. What is your key purpose for buying a vehicle? Table of research and Analysis: Reason Fun/Passion Travel/Convenience Business/Work TOTAL No. of people 10 16 24 50 Percentage 20 32 48 100
100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0%
20 10
32 16
48 Percentage 24 No. of people
INTERPRETATION: According to my survey of 50 consumers 20% of people buy the vehicles for fun and passion and 32% of the people buy the vehicle for business and work and rest of the 48% of people buy the vehicles for convenience and travel.
Q2. Do you know about Castrol oil? Table of research and Analysis : Reason Yes No TOTAL No. of people 47 3 50 Percentage 94 6 100
100% 94 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Yes No TOTAL 47 3 Percentage No. of people 6
INTERPRETATION: Out of the survey of the 50 people 94% of the people know about the Castrol oil and rest of the 6% where not having any knowledge about the Castrol oil.
Q3. What are the factors considered while purchasing the oil ? Table of research and Analysis : Reason Price Availability Quality TOTAL No. of people 17 8 25 50 Percentage 34 16 50 100
100% 34 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Price Availability Quality 17 8 25 Percentage No. of people 16 50
INTERPRETATION: Out of the survey of the 50 people 34% of the people buy the oil depending upon the price factor, 16% buy the oil depending upon the availability of the oil, 50% of the people buy the oil on the quality of the oil.
Q4. What is your opinion about Castrol oil ? Table of research and Analysis : Reason Good Excellent Average TOTAL No. of people 25 15 10 50 Percentage 50 30 20 100
100% 50 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Good Excellent Average 25 15 10 Percentage No. of people 30 20
INTERPRETATION: Out of the survey of the 50 people 25% of the people said that the Castrol oil is good and the 30 of the people were having excellent opinion about the oil and the rest of the 20% were saying that it has an average performance.
FINDINGS: As the consumers play a key role in the todays market; their preferences, attitude and perceptions are of utmost value to the marketers keeping all the objectives of the study in mind and to give a proper dimension to the study undertaken, a comprehensive consumer survey was undertaken with the aid of a well-framed questionnaire.
From the survey of the 50 respondents, the findings are:(1) 50% respondents want to purchase Castrol Oilfor their vehicles. (2) Reset 50% of users buy other lubricant for their vehicles. (3)
CHAPTER 5 SUGGESTIONS AND CONCLUSIONS
CHAPTER 5 SUGGESTIONS AND CONCLUSIONS
SUGGESTIONS To enhance the market share, Castrol should undertake following steps. 1). Should undertake vigorous promotional activities like. a) Television and media advertisements to increase the awareness level among consumers. b) Special offers to incentives should be provided to mechanics and mechanics meet can be organized to promote Castrol products and increase sales. c) As Castrol has less market share in four wheeler (heavy like 407, 709, trucks) segments. Promotional activities like free oil with 20 Her 2/3 liter should free. On 5 liter 1 liter should free. d) User cards can be issued to customers. These cards can be for fixed periods (yearly or half yearly) or the period my not be specified. The card should be available in every retail shops and petrol pumps and the holder of the card will get a discount of 5% on MRP on every purchase and the card will be credited with some points based on the amount purchased. If on the maturity period of the card the holder carries a certain specified point, then he will be given attractive gifts or other benefit. e) It will so happen that to reach the specified no of points the holder will persuade his friends or relatives to switch over to Castrol and make purchases using his card. That will definitely generates more customers and there is every possibility that the process will continue.
2). Credit period should be increased from fifteen days to thirty or forty days. This is the big problem seen in the market research that retailers (dealers) not get much credit; because of this they not take bigger orders.
3) Should increase the awareness of some less selling Castrol products like Castrol RX Super Max, Castrol CRB Prima, Castrol Go 4T, Castrol UBFDOT4, Castrol MGO, Castrol O-stop, etc.
CONCLUSION: In the seven days of my survey on the project "The Market shares of Castrol in Pune Market". I concluded that Market of Castrol oil in Pune has risen by 71%, which is above the Expectations of the Company itself. I am Proudly Associated with the great Company, which has shown its true potential capabilities to be the Market leader in the Economy and to satisfy the Consumer Demands.
ANNEXURE - I QUESTIONNAIRE FOR CASTROL OIL GARAGES
1]
Name of the Garage _________________________________
_______________________________________________________
2] Address: _____________________________________________ _______________________________________________________
3] Which engine oil brand you use ? (a) Castrol (d) Veedol (b) Servo (e) Mobil (c) HP Milcy (f) LaalGhoda
Others (if any please specify) : _______________________________________
4] Why give ranking ? (a) Price (d) quality Other reasons: 5] Do you use the Castrol oil ? (a) Yes (b) No. (b) Availability
6] Why do you use the Castrol oil ? __________________________________________________________ __________________________________________________________ 7] Why don't you use Castrol oil (if not) ? __________________________________________________________ __________________________________________________________
8]
What are your expectations from Castrol oil ?
__________________________________________________________ ___________________________________
Signature.. Name : ____________________ Date: ______________________
ANNEXURE - II QUESTIONNAIRE FOR CASTROL OIL CONSUMERS
1] Name of the Consumer : __________________________________________________________ __________________________________________________________
2] Age: ____________
3]
Purpose of buying vehicle :
4J
Type of vehicle : (a) (b) Three wheeler (e) Passenger (Petrol)
Two wheeler (d) Passenger (Diesel) (f) Heavy
5]
Do you use oil for your vehicle ?
(a) Yes
(b) No
6]
Which engine oil do you use ? (b) Servo (e) Mobil (c) HP Milcy (f) LaalGhoda
(a) Castrol (d) Veedol Others (if any please specify):
7]
Why you use oil ?
8]
What factor you consider while purchasing oil? (b) Availability
(a) Price (c) Quality
(d) Other reasons : _________________________________
9]
Do you know about Castrol oil ? (b) No
(a) Yes
10]
What is your opinion about Castrol oil ?
Signature.. Name : ____________________ Date:____________________
ANNEXURE - III QUESTIONNAIRE FOR CASTROL OIL RETAILERS
Name of the retailer : __________________________________________________________ __________________________________________________________
Address: __________________________________________________________ __________________________________________________________
Which engine oil brands you keep in your repair shop ? (a) Castrol (d) Veedol (b) Servo (e) Mobil (c) HP Milcy
Others (if any please specify) : ___________________________
Out 100 liters of oil how many liters of engine oil you keep in your retail shop ? (a) Above 75 Ltrs (c) 25 to 50 Ltrs. (b) 75 to 50 Ltrs. (d) Below 25 Ltrs.
5]
What do you expect from Castrol oil ?
__________________________________________________________ __________________________________________________________
6]
Message you want to give to the distributors ?
__________________________________________________________ __________________________________________________________
Signature.. Name : ____________________ Date: ______________________
BIBLIOGRAPHY
Kothari C.R. : Research methodology: Vision Publication : 2004 KotlerPhilip : Marketing Management: Nirali Publication : 2006
Websites : www.google. com www, castrolindia. co. in

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CONSUMER BEHAVIOUR FOR CASTROL OIL IN WAKAD

ABEDA INAMDAR SENIOR COLLEGE OF ARTS, SCIENCE AND COMMERCE. P a g e | 1

CONSUMER BEHAVIOUR FOR CASTROL OIL IN WAKAD

ABEDA INAMDAR SENIOR COLLEGE OF ARTS, SCIENCE AND COMMERCE. P a g e | 2

CONSUMER BEHAVIOUR FOR CASTROL OIL IN WAKAD

CHAPTER 2 COMPANY PROFILE

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1). Castrol CRB Plus +

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3). Castrol super TT Power Unleashed

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4). Castrol Active 4T 24-hour protection for 4-stroke motorcycle engines.

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Meets API TC 7 JASO FC specifications.

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Castrol India Others 70.92%

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5. FUTURE DEVELOPMENT CULTURE

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And at Castrol we still believeThe best is yet to come!

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6. REORGANIZATION AND AWARDS

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2] Address: _ ___________

Signature.. Name : Date: __

1] Name of the Consumer :

Signature.. Name : Date:

Name of the retailer :

Address: