Marketing and Promotion of

XtraRewards Loyalty Program

Submitted to:

Indian Oil Corporation Limited

Submitted by:

RAj kumar
Batch: 2007-2009

Acknowledgement

I would like to thank my project guide Mr P.S. Mony, Retail Manager (IOC)
for his invaluable guidance during the course of the project..

I also thank Mr.Nilesh Nekaljay Manager (Training and Development H.O)

for his inputs and constant encouragement during my internship at IOC.

1
Finally, I thank SIES College of Management Studies for giving me this
wonderful opportunity to pursue my internship at IOC.

The stint at IOC was very useful in terms of gaining valuable hands on sales
experience and understanding consumer behavior.

Date:

Table of Contents

TOPIC Pg Nos.

IOC-An Introduction 3

Project Synopsis 11
2
 Loyalty programs- An Introduction 13

Loyalty programs at IndianOil 15

Retail outlet Sales 19

Findings and Conclusions 20-21

Prospective Alliances 24

Conclusions & Recommendations 27-28

IOC: An Introduction
VISION:

“A major diversified, transnational, integrated energy company, with national

leadership and a strong environment conscience, playing a national role in oil
security & public distribution.”

INDIAN OIL: INDIA’S DOWNSTREAM MAJOR:

3
Indian Oil Corporation Ltd. (IndianOil) is India's largest commercial enterprise,
with a sales turnover of Rs. 2,47,479 crore (US $ 61.70 billion) and profits of
Rs. 6,963 crore (US $ 1.74 billion) for the year 2007-08.

IndianOil is also the highest ranked Indian company in the prestigious

Fortune 'Global 500' listing, having moved up 18 places to the 135th
position in 2007. It is also the 20th largest petroleum company in the world.

Beginning in 1959 as Indian Oil Company Ltd., Indian Oil Corporation Ltd. was
formed in 1964 with the merger of Indian Refineries Ltd. (established 1958).
IndianOil and its subsidiaries account for 49% petroleum products market share,
40.4% refining capacity and 69% downstream sector pipelines capacity in India.

For the year 2007-08, the IndianOil group sold 59.29 million tonnes of
petroleum products, including 1.74 million tonnes of natural gas, and exported
3.33 million tonnes of petroleum products.

The IndianOil Group of companies owns and operates 10 of India's 19 refineries

with a combined refining capacity of 60.2 million metric tonnes per annum
(MMTPA, .i.e. 1.2 million barrels per day). These include two refineries of
subsidiary Chennai Petroleum Corporation Ltd. (CPCL) and one of Bongaigaon
Refinery and Petrochemicals Limited (BRPL).

The Corporation's cross-country network of crude oil and product pipelines,

spanning about 9,300 km and the largest in the country, meets the vital energy
needs of the consumers in an efficient, economical and environment-friendly
manner.

IndianOil is investing Rs. 43,393 crore (US $10.8 billion) during the period
2007-12 in augmentation of refining and pipeline capacities, expansion of
marketing infrastructure and product quality upgradation as well as in
integration and diversification projects.

As the flagship national oil company in the downstream sector, IndianOil

reaches precious petroleum products to millions of people everyday through a
countrywide network of about 34,000 sales points. They are backed for supplies
by 166 bulk storage terminals and depots, 101 aviation fuel stations and 89
4
Indane (LPGas) bottling plants. About 7,100 bulk consumer pumps are also in
operation for the convenience of large consumers, ensuring products and
inventory at their doorstep.

IndianOil operates the largest and the widest network of petrol & diesel stations
in the country, numbering over 17,600. It reaches Indane cooking gas to the
doorsteps of over 50 million households in nearly 2,700 markets through a
network of about 5,000 Indane distributors.

IndianOil's ISO-9002 certified Aviation Service commands over 62% market

share in aviation fuel business, meeting the fuel needs of domestic and
international flag carriers, private airlines and the Indian Defence Services. The
Corporation also enjoys a dominant share of the bulk consumer business,
including that of railways, state transport undertakings, and industrial,
agricultural and marine sectors.

To safeguard the interest of the valuable customers, interventions like retail

automation, vehicle tracking and marker systems have been introduced to ensure
quality and quantity of petroleum products.

IndianOil has set up subsidiaries in Sri Lanka, Mauritius and the United Arab
Emirates (UAE), and is simultaneously scouting for new opportunities in the
energy markets of Asia and Africa.

Lanka IOC Ltd. operates about 150 petrol & diesel stations in Sri Lanka, and has
a very efficient lube marketing network. Its oil terminal at Trincomalee is also
Sri Lanka's largest petroleum storage facility. Lanka IOC commissioned an
18,000 tonnes per annum capacity lubricants blending plant and a state-of-the-
art fuels and lubricants testing laboratory at Trincomalee during 2007-08 besides
commencing bunkering business.

IndianOil (Mauritius) Ltd. has an overall market share of nearly 20% and
commands a 32% market share in aviation fuelling business, apart from its
bunkering business. It operates a modern petroleum bulk storage terminal at Mer
Rouge port, besides 13 petrol & diesel stations. In addition to the ongoing
expansion of retail network, IOML has commissioned the first ISO-9001
product-testing laboratory in Mauritius.

5
The Corporation's UAE subsidiary, IOC Middle East FZE, which oversees
business expansion in the Middle East, has commenced blending SERVO
lubricants and marketing petroleum products and lubricants in the Middle East,
Africa and CIS countries.

Performance during financial year 2007-2008

IndianOil's Gross Turnover (inclusive of excise duty) for the year 2007-08
reached a new high of Rs. 2,47,479 crore, up by 12.1 % as compared to Rs.
2,20,779 crore in the previous year. The Profit After Tax was Rs. 6,963 crore.

The Corporation sold 59.29 million tonnes of petroleum products during the
year 2007-08, as compared to 54.84 million tonnes during the previous year.
This includes sale of natural gas, which has gone up to 1.74 million tonnes in
2007-08 as compared to 1.48 million tonnes in the previous year. In addition,
product exports rose to 3.33 million tonnes from 3.13 million tonnes in the
previous year.

The Corporation’s seven refineries surpassed 100% capacity utilisation and

clocked the highest ever throughput of 47.4 million tonnes. Its pipelines network
too registered the highest ever operational throughput of 57.12 million tonnes of
crude oil and petroleum products. Among new businesses, Natural

Gas Marketing and Petrochemicals together generated revenues of over Rs 4,600

crore during the year 2007-2008.

As a leading public sector enterprise of India, IndianOil has successfully

combined its corporate social responsibility agenda with its business offerings,
meeting the energy needs of millions of people everyday across the length and
breadth of the country, traversing a diversity of cultures, difficult terrains and
harsh climatic conditions. The Corporation takes pride in its continuous
investments in innovative technologies and solutions for sustainable energy flow
and economic growth and in developing techno-economically viable and
environment-friendly products & services for the benefit of its consumers.

INDIAN OIL- A NATIONAL BRAND

6
IndianOil has been adjudged India's No. 1 brand by UK-based Brand Finance,
an independent consultancy that deals with valuation of brands. It was also listed
as India's 'Most Trusted Brand' in the 'Gasoline' category in a Readers' Digest -
AC Nielsen survey. In addition, IndianOil topped The Hindu Businessline's
"India's Most Valuable Brands" list.

However, the value of the IndianOil brand is not just limited to its commercial
role as an energy provider but straddles the entire value chain of gamut of
exploration & production, refining, transportation & marketing, petrochemicals
& natural gas and downstream marketing operations abroad. IndianOil is a
national brand owned by over a billion Indians and that is a priceless value.

IOC- Products
IndianOil is not only the largest commercial enterprise in the country it is the
flagship corporate of the Indian Nation. Besides having a dominant market
share, IndianOil is widely recognized as India’s dominant energy brand and
customers perceive IndianOil as a reliable symbol for high quality products and
services.

Benchmarking Quality, Quantity and Service to world-class standards is a

philosophy that IndianOil adheres to so as to ensure that customers get a truly
global experience in India. Our continued emphasis is on providing fuel
management solutions to customers who can then benefit from our expertise in
efficient sourcing and least cost supplies keeping in mind their usage patterns
and inventory management.

7
IndianOil is a heritage and iconic brand at one level and a contemporary, global
brand at another level. While quality, reliability and service remains the core
benefits to our customers, our stringent checks are built into operating systems,
at every level ensuring the trust of over a billion Indians over the last four
decades.

The Retail Brand template of IOC consists of XtraCare(Urban),

Swagat(Highway) and Kisan Seva Kendras(Rural). These brands are widely
recognized as pioneering brands in the petroleum retail segment. IndianOil’s
leadership extends to its energy brands - Indane LPG, SERVO Lubricants,
Autogas LPG, XtraPremium Branded Petrol, XtraMile Branded Diesel,
XtraPower Fleet Card, IndianOil Aviation and XtraRewards cash customer
loyalty programme.

IOC Services
IndianOil provides a wide range of marketing services and consultancy in fuel
handling, distribution, storage and fuel/lube technical services. With a
formidable bank of technical and engineering talent, IndianOil is fully equipped
to handle small to large-scale infrastructural projects in the petroleum
downstream sector anywhere in the country. Our project teams have
independently or jointly as a consortium, have set up depots, terminals,
pipelines, aviation fuel stations, filling plants, LPG bottling plants, amongst
others. IndianOil's fuel management system to bulk customers offer customized
solutions that deliver least cost supplies keeping in mind usage patterns and
inventory levels. A wide network of lubricant and fuel testing laboratories are
available at major installations which is further backed by sector-wise expertise

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in the core sectors of power, steel, fertiliser, gas plants, textile mills, etc. Cutting
edge systems and processes are designed around one simple belief-to provide
valuable customers with an unbeatable edge in their business. IndianOil's supply
and distribution network is strategically located across the country linked
through a customized supply chain system backed by front offices located in
conceivably every single town of consequence.

The wide network of services offered by IndianOil, Marketing Division is

illustrated in this section, which includes; commercial/reticulated LPG; total fuel
management/ consumer pumps; IndianOil Aviation Service; LPG Business (non-
fuel alliances); loyalty programs; retail business (non-fuel alliances) and SERVO
technical services.

IOC Brands:

9
PROJECT SYNOPSIS

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Project Title:
Marketing and Promotion of XtraRewards Loyalty Program.

Introduction to the project:

In the present world where there is intense competition, it becomes very
necessary to retain loyal customers. The commercial benefits of loyal customers
are well known by the brand managers. The cost of acquiring a new customer is
always more than retaining an old customer.

Loyal customers are also important because they provide the consistency of
volume critical for stocking and managing just in time inventory to maintain the
consistency of customer demand during crisis which is required to run any retail
business. There are also customers which are strong advocates of brands and are
always willing to forgive an occasional lapse. All of these are compelling
reasons that retailers are on a quest for customer loyalty and are increasingly
looking at implementing loyalty programs or loyalty cards of some form.

With increasing oil prices and competition increasing at a rapid pace ,many
oil marketing companies are finding it difficult to operate profitably in India.
Indian Oil Corporation Ltd,is no exception to this reality. Thus to retain its
existing customers, many new iniatives have been adopted by the organization.
One such big idea is XtraRewards Loyalty Program.

In this project, we have been assigned IOC retail outlets which are participating
in the XtraRrewards Loyalty program. Our task is to promote and sell the
XtraRewards Loyalty card to the customers and at the same time garner
customer opinions and suggestions about the loyalty program. Tapping local
alliances is another aspect of this project.

At the same time, we have to check whether the retail outlets are carrying out
the implementation of the loyalty program in the right way.

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 Objective of the Project:
• To promote and sell “XtraRewards loyalty cards at IOC retail outlets.

• To obtain customer opinions and suggestions at IOC retail outlets and

give recommendations to IOC to improve the implementation of
XtraRewards loyalty program.

• To find out prospective alliance partners for the XtraRewards loyalty

program.

Areas covered under the project:

IOC retail outlets in Mumbai and Navi Mumbai

LOYALTY PROGRAMS- AN INTRODUCTION:

12
Loyalty programs are structured marketing efforts that reward, and therefore
encourage, loyal buying behaviour — behaviour which is potentially of benefit
to the firm.

Earning customer loyalty goes beyond gaining customer satisfaction. Loyal

customers evangelize the brand by sharing their satisfactory experience with
their friends and colleagues. A great product or service is the starting point for
customer loyalty. Great marketers architect loyalty programs from day one.

Loyalty programs are initiated by businesses with two main goals. The primary
goal for most loyalty programs is the acquisition of information relating to their
customers' spending habits, while the secondary goal is to actively cultivate
loyalty amongst customers to ensure they continue patronizing the business.
While some companies do reverse these priorities, the above hierarchy holds
true for most.

Loyalty programs may offer benefits in a number of different ways. Many

loyalty programs offer a sustained discount (such as 10%) for a period of time -
perhaps a year, perhaps for the life of the business. Others offer a discount once
certain criteria have been met — for example, a 20% discount on a single
purchase once a customer has spent Rs 2000 at the business. Still others offer
points which may then be redeemed for products which may or may not be
directly related to the business.

Loyalty cards are the most common form of loyalty programs found throughout
the world today. Some of the first loyalty programs were instituted by airlines in
the 1970s in the form of frequent flyer miles. In these loyalty programs, one
accrues points by flying on the airline and then 'cash in' the points in exchange
for tickets, upgrades, or even third-party benefits. In the past decade, many non-
airline businesses have combined their own loyalty programs with those of the
airlines, offering frequent flyer miles in exchange for everything from telephone
usage to purchasing gasoline.

Loyalty programs have gained in popularity immensely in the past fifteen years,
in no small part due to the development of a culture of entitlement, in which
consumers feel that they deserve special treatment. Businesses have capitalized
on this when designing their loyalty programs, often offering benefits that cost

13
little, but carry with them an assumed prestige, such as access to faster-moving
lines or special parking spaces.

Ultimately, the success of loyalty programs depends on how well the business
uses the data it gathers to further refine its policies and loyalty programs. Many
businesses find little profit in the use of loyalty programs, while others, such as
eBay, attribute much of their financial success to a well-executed use of such
programs.

Loyalty programs at Indian Oil

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IndianOil's loyalty programs are designed exclusively to benefit customers who
have been patronizing the brand for over four decades.

XTRAPOWER Fleet Card program:

The XTRAPOWER Fleet Card program is a complete smart card-based fleet
management solution for fleet operators and Corporates for cashless purchase of
fuel & lubes from designated retail outlets of IndianOil 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, IndianOil'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 IndianOil's vast infrastructure network and web-based support
services.

XTRAREWARDS Loyalty Program

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IndianOil XTRAREWARDS is India's first on-line rewards program that seeks
to inculcate the habit of redeeming points. The loyalty program rewards
customers paying by cash, credit and debit cards.

Each transaction is confirmed on-line through a charge slip and customers can
earn points on fuel/lube purchases at participating IndianOil Retail Outlets.
Additional points can also be earned outside the IndianOil network, covering
prominent FMCG, Food, Automobile, Travel, Entertainment, Apparel and
Hospitality sectors.

XTRAREWARDS is currently active in Mumbai, Ahmedabad, 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 redemption on gifts can be registered either from the participating Retail
Outlets or from the comfortable confines of one's home through the 24x7 IVRS
Help Line (022-2880 9030).

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.

Point system:

When customer spends Rs. 75 then he earns 1 point. The balance amount gets
carry forward in next cash transaction. As a member, the customer can earn
Xtrareward points (XRPs) on purchase at participating Indian oil retail outlets
16
and enjoy specific benefits at franchisees, affiliates and outlets of alliance
partners with whom Indian oil may have alliance from time to time. The XRPs
earned can instantly be redeemed for fuel and servo lubes at participating Indian
oil retail outlets. Customer can also redeem the points against items given in the
rewards catalogue.

Apart from rewarding cash customers, the program also rewards customers who
pay by credit or debit cards. However, the customer has to produce his
XTRAREWARD card to earn XRPs.

Point system in Xtrarewards:

Sr. No. Product Description XRP’s

Required
1. Rs 100 worth of fuel 334
2. Rs 100 worth of petrol + oil mix 334
3. Rs 100 worth of Xtra Premium 334
4. Rs 100 worth of Xtra Premium + oil mix 334
5. Rs 100 worth of Xtra mile 334
6. Rs 100 worth of diesel 334
7. Rs 100 worth of auto LPG 334
8. Rs 100 worth of CNG 334
9. 500 ml servo 2T supreme 234
10. 40 ml servo 2T supreme pouch 20
11. 60 ml servo 2T supreme pouch 29
12. 1 litre servo super multi grade 20w-40 460
13. 500 ml servo kool plus 400

Some of the offers given by alliance partners are:

 Subhiksha : Two ZOOP noodles packet free on purchase of Rs. 250/-.

 Dominos : Rs. 50/- off on each midsize dominos pizza.
 PVR cinema : Rs 10/- off on eatables purchased in PVR cinema.
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 Rajdhani Thali : 10% off on each Rajdhani Thali.
 Yoko Sizzlers : 10% off in Yoko Sizzlers AC Restaurants.

Retail outlet Sales:

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We were assigned IOC retail outlets which are participating in the IOC
XtraRewards loyalty program. The following are the number of cards sold per
retail outlet:

S.No. NAME OF THE RETAIL LOCATION NUMBER OF CARDS

OUTLET SOLD
1 Goregaon Auto Service Goregaon 164

2 Pushpak Auto and Gas Station Jogeshwari 210

3 Sahara Hospitality Limited Vile Parle 8

4 3 star fuel Bandra East 35

5 Kini’s causeways Bandra West 150

6 Shri Siddhivinayak S.Stn Dadar West 233

7 Matunga Auto Service Matunga 21

8 Asha Auto service Kurla 82

9 Poonam Auto Service Chembur 40

10 Joaquium Petroleum Chembur 104

11 Vashi Petroleum Vashi 95

12 Sri Sai Auto Service Nerul 30

13 Belapur Automobiles Belapur 32

14 IBP COCO Malad 37

TOTAL 1241

Findings :

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 • XtraRewards scheme is not available at all the retail outlets of Indian
oil. The scheme is available in only 350 retail outlets in India. In
Mumbai the scheme is available in only 22 outlets while the
competitors Petro card (BPCL) is available in about 123 outlets in
Mumbai

• Most of the people are not aware regarding the XtraRewards scheme,
IOC should try to create awareness regarding the program by means of
advertising.

• Pump-attendants are not interested in selling the cards.

• Offers such as 10 Rs. Off on large combo packs in PVR cinemas did
not interest customers.

• People were not able to avail the benefits offered by various alliances
such as “Subhiksha , “Domino’s Pizza”, “Yoko Sizzlers”, “Essel
world”.

• Cards which were sold by dealers earlier were not registered with
IOCL as a result of which cards started getting blocked.

• Lack of internet facility at some of the outlets.

• Booklets are in English. This could not be understood by all the

people.

• There are no pamphlets available at pumps, which could give a brief

idea about the loyalty program.

• There is no dedicated person for collecting the forms. So, there is a large
backlog of forms.

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 • The card swiping machines are not properly maintained at some places
leading to many customer complaints.

• Website of XtraRewards is not regularly updated.

Conclusion:

XtraRewards 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.

Positioning of the loyalty program is very critical so that these benefits do not
appear to be a just discount under the garb of loyalty this greatly affects the
customer retailer relationship and greatly reducing the program to a pure
commercial transaction where the customer constantly looks for deals.

We need to enroll the right customers. We can recognize the highest value
customers to recognize and reward their value to our organization, we can
cultivate high potential customers who currently split their purchases between us
and our competitors or reach out to those most at risk of churning. Knowing
which customer groups are most important to us allows crafting recognition and
rewarding strategy that piques their interest.

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

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Ideas to increase & retain customer base

 Target new vehicle owner by tie up with the car companies and give
XTRAREWARDS card with every new vehicle.

 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.

 XTRAREWARDS 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.

 XTRAREWARDS 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 XTRAREWARDS 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

For Welcome kit

 Application Form as well as information booklet should be in Hindi and

Marathi.

 Pamphlets should be distributed to all pumps & renewal of pamphlets

should be done as & when new offers from alliance partners come.

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Prospective Alliances for
XtraRewards Loyalty Program

Alliance Partners of IOCL for Xtrarewards program

Indian Oil Corporation Ltd has tied with many branded companies to give
variety of benefits to their customers through xtra reward 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
Xtrareward 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 Xtrarewards Loyalty
Program.

Objectives of the project:

There are four major objectives for which we need to tie-up with various local
clients.

• To tap local alliance partners for Xtrarewards program.

• To promote the loyalty program in Mumbai.

Following are the potential alliance partners who were

approached and agreed for Tie-ups:

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S.No Potential Alliance Partners Location

25
 Fab India Pali Hill, Bandra
1.
(West)
2. Lucky Biryani Bandra (W)
3. Saayba Restaurant Bandra (W)
4. Mama Mia (Pizza Outlet) Hill Road, Bandra (W)
5. Asha Auto Service Centre Kurla (W)
6. ChiragDin (Auth. Raymond Showroom) Kurla (W)
7. Cafe Vrindavan Sion (W)
8. Hotel Ramdev Sion (W)
9. Suvidha Dadar (W)
1 Koutons Dadar (W)
0.
1 Oxemberg Dadar (W)
1.
1 Wellhome Dadar (W)
2.
1 Mark 1 Dadar (W)
3.
1 Time Square- The Time Gallery Dadar (W)
4.
1 Gelato IceCream Outlet Dadar (W)
5.
1 Swarg Dadar (E)
6.
1 Star Cloth Stores (Auth. Raymond Dadar (W)
7. Showroom)
1 Cyclone Apparel Store Parel
8.
1 Reebok Factory Price Shop Parel
9.

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2 Spencer’s Nerul
0.
2 Apollo Pharmacy Nerul
1.
2 KB’s Fair Price Nerul
2.
2 Dupont Andheri (W)
3.
2 Thyrocare Chembur
4.
2 Monginis Cake Shop Andheri (W)
5.
2 Ginger Hotels Andheri (W)
6.
2 Acres Club Chembur
7.
2 Glance Opticians Chembur
8.
2 Celebration Restuarant Chembur
9.
3 A.P. Mani & Sons Veg and Fruits Pvt. Ltd Chembur
0.
3 OvenHot Bake Shop Chembur
1.
3 Classic Restuarant Matunga
2.
3 Cafe Coffee Day Matunga
3.
3 Garnish Restuarant Matunga
4.

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3 Monginis Cake Shop Matunga
5.
3 Soft Corner ice-cream Parlour Matunga
6.
3 Cafe Mysore Matunga
7.
3 Favia Chocolate Shop Matunga
8.
3 DP’s Restuarant Matunga
9.
4 Hokey Pokey Ice-cream Shop Matunga
0.
4 Apple Apparel Store Matunga
1.

Findings:
• Prospective alliances were very supporting and welcoming .They had
goodwill for IOC.

• Dealers who showed interest appreciated the offer provided and were
eager to continue talks with IOC.They were also ready for a tie up of their
branches with IOC.

• Some of the prospective alliance partners were not aware of IndiaOil

XtraRewards Loyalty Program. Hence they were not interested. Also due
to the increase in the oil prices they were apprehensive of getting into an
alliance with IndianOil.

Recommendations

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• More IOC retail outlets should be covered under the Xtrarewards loyalty
program so that prospective alliance partners are interested in joining the
program.

• Get in more food, apparel stores as partners. Alliances with book stores,
eg Crossword etc would also be beneficial.

• Products for both the genders is needed, there are very less gifts to attract
women.

• Advertise the Loyalty Card more, so the alliances would be willing to

joint IOC program.

• Organized follow-up to convert a prospective alliance into an active

alliance.

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