Indian Oil Corporation

Rural Marketing Fair, Jalgaon

By: Abhishek .S. Sheth Chandramohan .B. Patel

TABLE OF CONTENT
Background Objectives Methodology Villages covered Current Usage Brand Awareness Satisfaction Level Dissatisfaction Level Suggestion Analysis Loyalty Scorecard Loyalty Model Key Findings Recommendations

IMAGES

BACKGROUND
Indian Oil Corporation is an Indian public-sector petroleum company. It is Indias largest commercial enterprise, ranking 116th on the Fortune Global 500 listing (2008). It began its operation in 1959 as Indian Oil Company Ltd. The Indian Oil Corporation was formed in 1964 Indian Oil has 17606 fuel station highest in the country. Indian Oil's product range covers petrol, diesel, LPG, auto LPG, aviation turbine fuel, lubricants, naphtha, bitumen, paraffin, kerosene etc. Recently launched new business line of supplying LNG(Liquefied natural gas)

OBJECTIVES

To collect information regarding the usage of Indian oil in rural India. To understand the buying behavior of rural people. To know the problems being faced by the customers in purchasing or after sales. To understand the competition faced in rural market.

To make people aware of Agro spray oil an India oil product.

METHODOLOGY

FLAME School Of Business organized a Rural Marketing Fair in Jalgaon.

The fair acted as an interactive platform for the following categories of respondents - Opinion leaders, Families (Women and children), Villagers. The study covered 94 villages within the district of Jalgaon. The villagers who visited the INDIAN OIL CORPORATION stall at the fair were asked questions by the stall representative relating to water problems, water filters etc. Their responses were collected and the data was fed into the computer. The data was then analysed, 6 graphs and correlations were made. Conclusions and recommendations were formed.

VILLAGES COVERED

Taluka
AMALNER Taluka ERANDOL Taluka BHADGAON Taluka JALGAON Taluka

Villages
24 Villages 10 Villages 6 Villages 18 Villages

YAWAL Taluka
PACHORA Taluka RAVER Taluka

14 Villages
5 Villages 8 Villages

PAROLA Taluka

9 villages

CURRENT USAGE
IOC has a clear advantage among competitors as 65 respondents used only IOC oil. HP was found as the closest competitor of IOC as 46 respondents used both IOC and HP oils while 35 respondents used only HP oil.

110

IOC
65 40 1 4 7

HP
33 81 Sample size : 150 1) Which companys oil do you use?

OTHERS
0 12

BRAND AWARENESS

139 respondents were aware of IOC brands. HP brands were close on popularity aspect with 125 respondents aware of it. 139 125

50

IOC

HP

OTHERS

Sample Size : 150 2) Which brands are you aware of?

SATISFACTION LEVEL

Though there was not much difference in the satisfaction level of the respondents. IOC leads with 88% of the respondents being satisfied with its products

90 88 86 84 88 88 86 83

82
80 TOTAL SATISFACTION IOC HP OTHERS

Base : Overall 150, IOC 110, HP 81, Others - 12 3) How would you rate your satisfaction with oil brand you use currently?

DISSATISFACTION LEVEL

Only 6% of respondents who used IOC oil were not satisfied with the companys products. While total dissatisfaction among all respondents was 9%

20 15 10 5 0 TOTAL DISATISFACTION IOC HP 9 6 7

16

OTHERS

Base : Overall 150, IOC 110, HP 81, Others - 12 3) How would you rate your satisfaction with oil brand you use currently?

SUGGESTION ANALYSIS
61% of IOC users suggested the company's brands to other people while overall only 57% of respondents suggested their brand to other people.

100 50 0

39 61

44 56

67 33 OTHERS % YES % NO

43 57

IOC

HP

OVERALL

Base : Overall 150, IOC 110, HP 81, Others - 12 4) How likely are you to suggest the brand you use currently?

LOYALTY SCORECARD

Loyal
62.5 to 100

Faithful to the product Highly satisfied High on Evangelism

Content
42.5 to 62.5

Not as satisfied as Loyalist. Less on Evangelism than Loyalists

High Risk
0 to 42.5

Churners Dissatisfied with the product. No Evangelism

LOYALTY MODEL

Loyalty Score

Service Behavior

Service Evangelism

Q3) Satisfaction level with the current product being used.

Q4) Likeliness to recommend current product which is in use.

Q5) Total number of people recommended till now.

LOYALTY SCORE CARD

IOC has a clear lead among the competitors in the Loyal segment. 18% of IOC users are in High Risk segment thus having great chances of switching away from the products of IOC. HP has the highest risk of its customers churning away from its products.

Classification

Overall (%)

IOC (%)
20 20

HP (%)

Others (%)

Loyal

20

15

Content

62

62

63

83

High Risk

18

18 18

22 22

Base : Overall 150, IOC 110, HP 81, Others - 12 3), 4) and 5) How many people have you recommended the brand you use?

KEY FINDINGS

Over and above the findings mentioned before, following are some other important findings: There were very less Indian oil petrol pumps within Jalgaon district. Most of the villages had HP petrol pumps in there vicinity. Mechanics influenced people to use other brands. Agro spray awareness was nil among the respondents. After understanding the benefits of Agro spray oil all the respondents were willing to try the product.

6) Are you aware of Agro spray oil? 7) Are you willing to use the oil after knowing the benefits of the product?

RECOMMENDATIONS

To set up more number of petrol pumps in villages of the Jalgaon district. To create awareness of Agro spray and market it properly. To create awareness among mechanics about the benefits of Indian oil.

SOME WINNERS OF LUCKY DRAW

Every day 4 Indian Oil Servo 4T (1 litre) were given as lucky draw prize.

VIDEO

Thank You