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SUMMER TRAINING PROJECT REPORT ON
COMPARITIVE ANALYSIS OF SALES OF LUBRICANTS OF IOCL FOR THE YEARS 2008 AND 2009.” INDIAN OIL CORPORATION LIMITED. FOR THE PARTIAL FULFILLMENT OF THE REQUIREMENT FOR THE AWARD OF POST GRADUATE DIPLOMA IN BUSINESS MANAGEMENT
UNDER THE GUIDANCE OF: Mr./Dr. (Name of the Faculty Member) RAJKARAN SUBMITTED BY (NAME OF STUDENT) SEEMI HALIM PGDM 2009-11 UNDER THE SUPERVISION OF: Mr. RAJKARAN
GALGATIAS BUSINESS SCHOOL, APPROVED BY AICTE, MİNİSTRY OF HRD, GOVT. OF INDİA) 1, KNOWLEDGE PARK, phase II, GREATER NOİDA. (U.P.)
This is to certify that the project work done on “COMPARITIVE STUDY OF SALES REPORT FOR THE YEAR 2008 AND 2009” is a bonafide work carried out by Mr./Ms. SEEMI HALIM under my supervision and guidance. The project report is submitted towards the partial fulfillment of 2 – year, full time Post Graduate Diploma in Management. This work has not been submitted anywhere else for any other degree/diploma. The original work was carried during 15 APRIL to 15 JUNE in INDIAN OIL CORPORATION LIMITED Name & Sign of Faculty Date:
Success is any endeavor for co-operations & guidance from all, especially dear ones, seniors, colleagues and environment. This was amply brought to me while undergoing this project. I grateful acknowledge the inspiration; encouragement, guidance help and valuable suggestion received from .my faculty members. I would like to give my heartiest thanks to SHWETA GUPTA , UP State Office II, NOIDA, Indian Oil Corporation Ltd. For providing me an opportunity to undertake this project with IOCL. I owe a deep sense of gratitude to her, for her valuable help and cooperation from time to time. She was always there to help me through his valuable guidance, s uggestion and constant encouragement throughout my summer training..
I,Seemi Halim, Roll no 09PGDM085, student of PGDM of Galgotias Business School,,Greater Noida , hereby declare that the project report on “COMPARITIVE ANALYSIS OF SALES OF LUBRICANTS FOR THE YEAR 2008 AND 2009 at INDIAN OIL CORPORATION LIMITED.” is an original and authenticated work done by me. I further declare that it has not been submitted else where by any other person in any of the institutes for the award of any degree or diploma.
Name of the student: SEEMI HALIM Date:20th JUNE 2010
Introduction • IOCL Group • Vision of IOCL • Mission of IOCL • Values followed at IOCL • Objectives of IOCL • Major divisions at IOCL • Business chart of IOCL • Products offered by IOCL • Financial highlights • Lubes industry • Indian oil lubricants 1b.INTRODUCTION • Indian oil corporation Ltd.LITERATURE REVIEW .CONTENTS: 1a. OBJECTIVE OF THE STUDY 1c.HYPOTHESIS 2.
• Marketing strategies 3. VII. IX. (Simple Random Sampling. Sampling Systematic III. Cluster Sampling. Exploratory Research (flexible) – involving survey of the concerning literature. Suggestion/ Recommendation Limitation . Sampling. etc. as required. Sampling. (Statistical analysis must be supported by relevant tables. V. Implication of the study. Data Collection tools/instruments. Convenience Judgmental Sampling) Sources of data (Primary or/and Secondary data). a) b) II. Design. VIII.) Findings and Conclusions (Outcome/ Result).RESEARCH METHODOLOGY I. charts. Descriptive – describing characteristics of a particular group or individuals. IV. experience survey. Research Design. graphs etc. Tools and techniques of analysis of Data. Methods of data collection. VI. Stratified Sampling.
(Estd. (Estd. It is also the 20th largest petroleum company in the world. is the highest ranked Indian company in the prestigious Fortune ‘Global 500’. COMPANY OVERVIEW Indian Oil Corporation Ltd.220. 1958). 1959) and Indian Refineries Ltd. 271.INDIAN OIL CORPORATION LIMITED IOC (Indian Oil Corporation) was formed in 1964 as the result of merger of Indian Oil Company Ltd. 10.073 crore and profit of Rs. .55 crore for fiscal 2009-10. Indian Oil Corporation Ltd. It was ranked at 116th position in 2008. is currently India's largest company by sales with a turnover of Rs.
Indian Oil group has sold 59.33mn tonnes in the yr 2007-08.74mn tonnes of Natural gas in the domestic market and exported 3. CHAIRMAN OF IOCL .29mn tonnes of Petroleum including 1.Indian Oil and its subsidiaries today accounts for 49% petroleum products market share in India.
Mr. for LPG import & marketing business in India. Malaysia. Bansal is also Chairman of Green Gas Limited. for city gas business. USA.Mr.Tech in Chemical Engineering and D. Mr. refining and technical services. is Chairman and Director (Planning & Business Development) of Indian Oil Corporation Ltd. R&D.T in Process Plant Engineering from the prestigious Indian Institute of Technology.I. a JV of IndianOil and Petroliam Nasional Berhad (Petronas). Mr.I.. Besides consolidation in the core areas of refining and marketing. a JV of IndianOil and GAIL (India) Ltd. downstream integration into .. He is also Chairman Emeritus of the Bio-Diesel Association of India. Bansal is guiding IndianOil’s transformation into the ‘Energy of India’. that works to promote Di-Methyl Ether across the world. Mr. He is the first Chairman of India Chapter of the International DME Association (IDA). Bansal has been a member of the IndianOil Board since the year 2005. Brij Mohan Bansal. Bansal’s expertise in the oil & gas sector has been sought at many international forums. India’s largest commercial enterprise with a turnover of over US$ 62 billion for the year 2008-2009. and IndianOil Petronas Private Ltd. Mr. he is pursuing a string of strategic initiatives across the hydrocarbon value chain for upstream integration into oil exploration & production. Bansal is a B. With over 35 years of extensive work experience in the oil & gas sector in areas spanning business development. Delhi.
with national leadership and a strong environment conscience. besides globalisation of marketing operations. and diversification into natural gas business. integrated energy company.petrochemicals. . VISION OF IOCL A major diversified. playing a national role in oil security & public distribution. transnational.
• To attain leadership in developing. • To maximize creation of wealth.MISSION OF IOCL IOCL has the following mission: • To achieve international standards of excellence in all aspects of energy and diversified business with focus on customer delight through value of products and services and cost reduction. VALUES OF IOCL Values exist in all organizations and are an integral part of any it. • To cultivate high standards of business ethics and Total Quality Management for a strong corporate identity and brand equity. Indian Oil nurtures a set of core values: • CARE • INNOVATION • PASSION . • To foster a culture of participation and innovation for employee growth and contribution. • To provide technology and services through sustained Research and Development. • To help enrich the quality of life of the community and preserve ecological balance and heritage through a strong environment conscience. adopting and assimilating state-of. value and satisfaction for the stakeholders.the-art technology for competitive advantage.
both national and global. To maximise utilisation of the existing facilities for improving efficiency and increasing productivity. To avail of all viable opportunities. To minimise fuel consumption and hydrocarbon loss in refineries and stock loss in marketing operations to effect energy conservation.• TRUST OBJECTIVES OF INDIAN OIL IOCL has defined its objectives for succeeding in its mission. To further enhance marketing infrastructure and reseller network for providing assured service to customers throughout the country. To enhance the country's self-sufficiency in crude oil refining and build expertise in laying of crude oil and petroleum product pipelines. To create a strong research & development base in refinery processes. To ensure maintenance of continuous and smooth supplies of petroleum products by way of crude oil refining. transportation and marketing activities and to provide appropriate assistance to consumers to conserve and use petroleum products efficiently. These objectives are: • To serve the national interests in oil and related sectors in accordance and consistent with Government policies. pipeline transportation and alternative fuels with a view to minimizing/eliminating imports and to have next generation products. • • • • • • • • • . To optimise utilisation of refining capacity and maximize distillate yield and gross refining margin. To earn a reasonable rate of return on investment. arising out of the Government of India’s policy of liberalisation and reforms. product formulations.
To provide prompt. integration and diversification by harnessing new business opportunities in oil exploration & production. impartiality and courtesy and help promote ancillary industries. . petrochemicals. To develop operational synergies with subsidiaries and joint ventures and continuously engage across the hydrocarbon value chain for the benefit of society at large. To have fair dealings with recognised representatives of employees in pursuance of healthy industrial relations practices and sound personnel policies. • Towards suppliers:.To ensure prompt dealings with integrity. To develop operational synergies with subsidiaries and joint ventures and continuously engage across the hydrocarbon value chain for the benefit of society at large. natural gas and downstream opportunities overseas. courteous and efficient service and quality products at competitive prices.To develop their capabilities and facilitate their advancement through appropriate training and career planning. acquisitions. • • • OBLIGATIONS • Towards customers and dealers:.• To achieve higher growth through mergers. • Towards employees:. To inculcate strong ‘core values’ among the employees and continuously update skill sets for full exploitation of the new business opportunities.
• To ensure maximum economy in expenditure. • To reduce the cost of production of petroleum products by means of systematic cost control measures and thereby sustain market leadership through cost competitive. without budgetary support. FINANCIAL OBJECTIVES • To ensure adequate return on the capital employed and maintain a reasonable annual dividend on equity capital.To maintain adequate supplies to Defence and other para-military services during normal as well as emergency situations. • To develop long-term corporate plans to provide for adequate growth of the Corporation’s business. • To manage and operate all facilities in an efficient manner so as to generate adequate internal resources to meet revenue cost and requirements for project investment. environment protection and occupational health at all production units. To maintain the highest standards in respect of safety. . • Towards Defence Services:.• Towards community:- To develop techno-economically viable and environment-friendly products.
.BUSINESS CHART OF IOCL IOCL has its presence in all spheres of downstream operations.
IndianOil has gathered a luminous legacy of more than 100 years of accumulated experiences in all areas of petroleum refining by taking into its fold. IndianOil controls 10 of India’s 20 refineries. At present. emergency handling.REFINING Born from the vision of achieving selfreliance in oil refining and marketing for the nation. IndianOil also offers the specialised services of its experts for commissioning/start-up assistance depending on the client’s need. which are continually updated. . the Digboi Refinery commissioned in 1901. The strength of IndianOil springs from its experience of operating the largest number of refineries in India and adapting to a variety of refining processes along the way. operation. shutdown. Its team is also well-equipped to prepare operation manuals with clear instructions for plant start-up. etc. The Corporation has commissioned several grassroot refineries and modern process units. Procedures for commissioning and start-up of individual units and the refinery have been well laid-out and enshrined in various customised operating manuals.
2.PIPELINE In India’s infrastructure. Over the last four decades the pipeline network of IndianOil has grown to 10. Since then IndianOil has mastered the art and technology of pipeline engineering. India being a vast country. a wide network of pipelines becomes the paramount IndianOil. the petroleum pipelines form a crucial part enabling sustained availability of petroleum products in all parts of the country for economic growth. All operating pipeline units have been .300 crore including LPG and RLNG pipelines will reach the capacity to 75 million metric tonnes per annum with a network of over 10. the pioneer in cross-country petroleum product pipeline in the Indian sub-continent constructed and commissioned its first petroleum product pipeline.000 km. Guwahati-Siliguri Pipeline in the year 1964. Commissioning of new projects worth about Rs.000 km with a capacity of about 62 million metric tonnes per year. IndianOil’s sustained pursuit and implementation of proven safety and environmental management systems have brought rich results. The pipelines transport petroleum products from refineries to demand areas and crude oil from import terminals as well as domestic sources to the inland refineries.
filling plants. MARKETING IndianOil provides a wide range of marketing services and consultancy in fuel handling. fertiliser.accredited with ISO 9000 and ISO 14001 certificates. A wide network of lubricant and fuel testing laboratories are available at major installations which is further backed by sector-wise expertise in the core sectors of power. distribution. IndianOil's fuel management system to bulk customers offer customized solutions that deliver least cost supplies keeping in mind usage patterns and inventory levels. aviation fuel stations. pipelines. With a formidable bank of technical and engineering talent. have set up depots. amongst others. Our project teams have independently or jointly as a consortium. etc. textile mills. gas plants. terminals. Cutting edge systems and processes are designed around one simple belief-to provide valuable customers with an unbeatable edge in their business. requirement of transporting petroleum products to interiors from refineries and crude oil to the land locked refineries. LPG bottling plants. storage and fuel/lube technical services. IndianOil is fully equipped to handle small to large-scale infrastructural projects in the petroleum downstream sector anywhere in the country. IndianOil's supply and distribution network is strategically located across the country linked through a . steel.
The LAB unit (Linear Alkyl Benzene. attaining a significant market production share. In addition. PETROCHEMICALS IndianOil is continuously striving for growth through integration of its core business with opportunities available in the petrochemicals sector. and since has also June been exported.customized supply chain system backed by front offices located in conceivably every single town of consequence. 2006. . used in the manufacture of detergents) at Gujarat Refinery achieved over 100% capacity utilisation in the year 2007-2008. The product has been successfully marketed within India. An integrated PX/PTA plant at Panipat Refinery has commenced commercial IndianOil is close to commissioning a world scale Naphtha Crackerproject along with downstream polymer units at Panipat. activities for setting up integrated complex of refinery and petrochemicals at Paradip in Orissa have also progressed significantly.
(OIL) as the operator. At home. Kuwait Energy and Medco Energi of Indonesia also succeeded in acquiring participating interest in two exploration blocks in Yemen. awarded through international bidding. one each in India and Iran. in consortium with OIL. With this. In addition. IndianOil was associated with two successful discoveries in oil exploration blocks. The Corporation. IndianOil also farmed into an exploration block in Gabon along with Oil India Ltd. the IndianOilOIL combine acquired participating interest in a block in Nigeria. IndianOil and its consortium partners were awarded two exploration blocks in Mumbai offshore in Round-VI of bidding under the New Exploration Licencing Policy (NELP). Commercial appraisal of these blocks is underway. IndianOil has been pursuing exploration & production activities both within and outside the country in collaboration with consortium partners. IndianOil now has an upstream portfolio consisting of .E & P To enhance upstream integration. Recently.
in addition to two farm-in blocks in northeast India and seven blocks overseas. situated on the outskirts of New Delhi. hold great opportunities and challenges.a centre of excellence for nurturing future leadership. The years ahead. TRAINING The IndianOil Institute of Petroleum Management.participatory interest in eight blocks under NELP and two blocks under CBM. IndianOil operates 18 training centres across the country for up-skilling. IndianOil has been serving as a source of technical support and expertise to petroleum . conducts advanced management education programmes in collaboration with premier business schools and topline professionals. re-skilling and mult-skilling of employees in its pursuit of corporate excellence. IndianOil shall overcome all the challenges as it has been consistently doing in the past. and scale up its operations to capitalise on all opportunities and realise its corporate vision. Guided by its experience and inherent spirit. therefore. Oil & gas will continue to be the principal energy source in the growing economy.
Nigeria. Malaysia and Zambia. Abu Dhabi. crude evaluation. Focussed research in the areas of lubricants and grease formulations. fuels. IndianOil R&D Centre has developed over thousands of formulations of lubricating oils and greases responding to the needs of Indian industry and consuming sectors like Defence. refining process. Bhutan. Ethiopia.companies of carious countries across the globe. refining processes. engine evaluation. established in 1972. hydroprocessing. tribiological and emission studies. Algeria. process optimization. The Centre has also developed and introduced many new lubricant products to the Indian market like multigrade railroad oils. RESEARCH AND DEVELOPMENT IndianOil's worldclass R&D Centre. resid upgradation. The R&D Centre's activities in refining technology are targeted in the areas of fluid catalytic cracking (FCC). pipeline transportation. biotechnology. additives. Bahrain Iraq. Nepal. Tanzania. bio-fuels and fuel-efficient appliances. and applied metallurgy has won several awards. Public Utilities and Transportation. which have partnered for excellence. pipeline transportations. lube processing. include Sri Lanka. Maldives. catalysis. Some of these countries. has state-of –the art facilities and has delivered pioneering results in lubricants technology. Over the past three decades. distillation simulation and modeling. . Railways. Kuwait.
IOCL GROUP IOCL Group consists of Indian Oil Corporation Ltd. It is obtained from natural gas through fractionation and from crude oil through refining. With a vision of evolving into a leader as technology provider through excellence in management of knowledge. AUTO GAS AutoGas (LPG) is a clean. The new subsidiary markets the intellectual properties developed by IndianOil R&D Centre. high octane. abundant and eco-friendly fuel. The saving on account of conversion to AutoGas in comparison to petrol is about 3540%." "IndianOil has setup 274 Auto LPG Dispensing Stations (ALDS) covering 150 cities AutoGas impacts greenhouse emissions less than any other fossil fuel when measured through the total fuel cycle. IndianOil has launched IndianOil Technology Ltd. Conversion of petrol to AutoGas helps substantially reduce air pollution caused by vehicular emissions. It is a mixture of petroleum gases like propane and butane. Low filling times and the 35-40% saving is a reason enough for a consumer to convert his vehicle to AutoGas. The fuel is marketed across by IndianOil under the brand name ‘AutoGas’ India. The higher energy content in this fuel results in a 10% reduction of CO2 emission as compared to MS. technology and innovation. and the following subsidiaries: .material failure analysis and remaining life assessment and technical services to operating units.
• Chennai Petroleum Corporation Ltd. Indian Oil is widely recognized as India’s dominant energy brand and customers perceive Indian Oil as a reliable symbol for high quality products and services.• Lanka IOC Ltd • Indian Oil (Mauritius) Ltd. (CPCL) Bongaigaon Refinery & Petrochemicals Ltd (BRPL PRODUCTS OFFERED BY IOCL Indian Oil is not only the largest commercial enterprise in the country it is the flagship corporate of the Indian Nation. Major Products of IOCL are • Auto LPG • Aviation Turbine Fuel • Bitumen • High Speed Diesel • Industrial Fuels • Liquefied Petroleum Gas • Lubricants & Greases • Marine Fuels • MS/Gasoline • Petrochemicals . Besides having a dominant market share. • IOCL Middle East FZE • Indian Oil Technologies Ltd.
• Crude oil • Superior Kerosene Oil COMPETITORS IndianOil has been ranked at 2nd position amongst the top 50 most valuable brands of India.074 crore. For the year 2009-10. Petroleum and Essar Oil. Wipro Technologies. FINANCIAL HIGHLIGHTS IndianOil’s gross turnover (inclusive of excise duty) for the year 2009-10 touched Rs. 12.10 as compared to Rs.221 crore. Tata Motors. the company’s Earnings Per Share (EPS) stands at Rs 42.Reliance Petroleum and Hindustan Petroleum.15 for 2008-09. Both are state-controlled. Bharat competitors. The total net under-recovery on account of price under–realisation on PDS Kerosene and domestic LPG in the financial year 2009-10.71. The Profit After Tax was Rs 10. Indian Oil Oil Corporation has There two are major two domestic private competitors. Much of this comes from the sheer scale and strength IndianOil commands in its sector. IndianOil had also a place of pride in this coveted list of year 2006-07. like Indian Corporation. It stands tall amongst giants like Tata Consultancy Services. London-head quartered Brand Finance. and state petroleum companies BPCL&HPCL. . assessed by global brand valuation firm. 2.
as per the under recovery sharing mechanism. The Board of Directors has recommended a dividend of Rs 13 per share. 3.47 per barrel as compared to USD 3.Nil crore in 2008-09. Annual Turnover of IOCL for the last 3 years Annual Turnover 300000 250000 in Crores 200000 150000 100000 50000 0 2005-06 2006-07 2007-08 183172 247479 220779 .159 crore.548 crore received from upstream companies. the company has been granted discount of Rs 7. In addition. 7. IndianOil has accounted for cash compensation of Rs 15.100 crore has been received during the year. The Gross Refining Margin for April-March 2010 is USD 4. out of which Rs. This is in comparison with a net under-realisation of Rs.69 per barrel during the previous year.is Rs.172 crore. For the year 2009-10.
which has to be taken in account when switching to a low-sulfur diesel. Sulfur impurities in fuels also provide some lubrication properties. fluorocarbons and many others are sometimes used as base oils. there are increased refinement and performance in engine and other parts. Vegetable oils or synthetic liquids such as hydrogenated polyolefins. improving efficiency and reducing wear. Additives deliver reduced friction and wear. resistance to corrosion andoxidation.silicones.biodiesel is a popular diesel fuel additive providing additional lubricity Lubricants perform the following key functions. Keep moving parts apart Reduce friction Transfer heat Carry away contaminants & debris . advanced lubricants have been developed by IOC to fulfil to these demands A lubricant (sometimes referred to as "lube") is a substance (often a liquid) introduced between two moving surfaces to reduce the friction between them. is protecting the internal combustion engines in motor vehicles and powered equipment. improved viscosity index. which never comes in our mind. increased viscosity. called mineral oils) and less than 10% additives.Very few vehicle owners know what are lubricants. aging or contamination. Lubricants such as 2-cycle oil are also added to some fuels. It may also have the function of dissolving or transporting foreign particles and of distributing heat. One of the single largest applications for lubricants. what is the main function of lubricants and why we use lubricants. in the form of motor oil. Development of new technology in the auto sector. esters. Typically lubricants contain 90% base oil (most often petroleum fractions. etc. These are the question.
Tidewater & others. the Indian lube industry with annual demand of 1 million tonnes is just behind Japan and China in Asia having a demand growth rate of 4% compared to the World growth rate ranging between zero to 2%. Gulf. like Shell.500 Crore market. Compared to the average World consumption of 35 Million tonnes per annum & Asia-Pacific region consumption of 7.some of them albeit new to India. Each one of the vast contingent of 22 Multinationals and a total of 80 big & small players are vying for a pie of Rs. Transmit power Protect against wear Prevent corrosion Seal for gasses Stop the risk of smoke and fire of objects LUBE INDUSTRY These are exciting times for the lube industry in India. HPC.BPC & IBP and a handful of private companies like Castrol. That is the lube industry in India today. Worldwide established brands. With the distribution & canalisation of base oil import being controlled by the Government of India. Elf. Most of the . Mobil. Pennzoil are fighting it out with established Indian brands like SERVO & others to establish their foothold in the 6th largest lubricant market in the World. the PSU Oil Companies controlled 90% of the market share. Caltex. The decanalisation of the lube base oil imports in 1993 by the Govt. of India followed by reduction of import duty on lube base oils from 85% to 30% and gradual scrapping of administered pricing observed the announcement of almost a new lube venture every month during 1994. Prior to 1992 the lube industry in India was controlled by the 4 major Public Sector Oil companies namely Indian Oil.5 million tones.5.
new entrants formed associations with Indian companies both in the Private & Public sectors.55 Crores.This had its initial impact and illusions in the market and the market became more volatile. each one claiming to have some international collaboration and a `foreign' brand name. This has been followed by sudden entry of lot many players. MARKETING CHANNEL The marketing channels for automotive lubricants in India consist of the following. • • • • • • • • Petrol Stations Wholesale Distributors Lube Oil Shops Auto Spare Shops Authorised Service Stations Garages Rural & Agricultural dealers Super Markets . During these phases marketing channels of distribution had drifted from petrol stations to bazaar trade. The Government policy of deregulation followed by entry of multinationals through JVCs had its effect on the market dominance of PSUs. All these new entrants are targeting for a very small share of the market considering that even 1% market share means a sale of Rs. The Indian Oil controlled 54% of the lube market out of total PSU's market share of more than 90% during 91-92.
MARKET SIZE Total production of automotive lubricants in India is approximately 8 to 10 percent of global lube production.In the developed World. the resultant drift towards the bazaar trade i. MNC’s have 5 percent market share and the remaining share is held by the unorganized sector. With the advent of deregulated market scenario & fierce competition. the Indian market has been growing at approximately 7 percent per annum for the past 2 years. The sales of automotive lubricants through bazaar trade increased from a mere 10% prior to 1993 to a handsome present level of 40% compared to Worldwide Trend of more than 70%. Market became heavily crowded & the industry got transformed into FMCG. In India. Unlike other countries where lubricant demand has witnessed stagnation. because of high degree of customer sensitivity & awareness. outside the petrol stations. Hence.. War of trade discounts resulting in rice war & lesser margins for de Entry of spurious lubricants.Till recently. efforts are being made to position lubricant as a high involvement consumer goods. this job is still left to the mechanics & service stations. the Indian consumers linked filling of lubricants to that of petrol & diesel in petrol stations. D0-it-Yourself (DIY) concept has evolved for filling of engine oil.e. People buy from super markets & fill it themselves. Dumping of products in the bazaar. Automotive lubricants are .During these years this shift in trade had the following effects: • • • • • Decline in Market Share of PSU oil companies. The public sector contributes to over 60 percent of the revenues for this market.
further divided into diesel lubes and petrol lubes. Engine oil constitutes around 83 percent of total sales volumes. In fact. which have to cover greater distances.5 2. . Gear oils.TELCO. Bajaj Auto. As diesel lubes are used by commercial vehicles. Even initial fill & warranty fill agreements were also signed with TELCO & Hindustan Motors.5 3 7 2 2 1 1 42 22 16 IOCL HPCL CASTROL BPCL GULF OIL TIDE WATER OIL ELF SHELL IBP PENNZOIL OTHERS Tie Up with OEMs Among the PSU Oil Companies Indian Oil is one company who has all along given utmost importance on tie ups with Original Equipment Manufactures (OEMs) after signing agreements with major OEMs like Maruti Udyog Ltd. Kinetic Engineering. transmission fluids. Diesel lubes comprise 70 percent of the market and petrol based lubricants cover the rest. hydraulic brake fluids. MARKET SHARE IN INDIA 1.SKODA etc. their market share is higher. the Japanese vehicle. and engine coolants contribute to the balance.
Private participants will also gain a presence in the Indian oil and gas sector and hence there will be competition between participants that will ensure the growth of the sector. the government decided to open the Indian market to foreign competition. Basic custom duty on base oil stock was also reduced from a peak of 85 percent to a level of 25 percent. which made it more difficult for the Indian lube manufacturers to survive.COMPETITIVE ANALYSIS The first seeds of competition were sown in the early 1990’s when following the liberalization of the Indian economy. Pricing of base oil was deregulated in a phased manner and currently it is market determined. These developments naturally encouraged the entry of foreign players on Indian shores who were already facing a slowdown in demand in their local markets. Import of base oil. With the dismantling of Administered Price Mechanism (APM) the burden of subsidies is now being passed on to the government. In the next c . All quantitative restrictions were also removed. Recent deregulations in the lubricant market have promised many new opportunities for the private lube manufacturers. was decanalized with IOC losing its status as the sole canalizing agent. The coming in of foreign participants created an excess supply situation in the Indian automotive lubes market. the key raw material.
OUTLOOK In the future. in the future volume growth will be affected because of use of better quality. long drain lubes. growth in the automotive lubricants industry will largely depend on the overall performance of the economy. Given the rising competition. which has the potential to change the face of the lubricant industry. However. This will increase the replacement cycle for lubes. success of a product would largely depend how well it is branded and distributed INDIAN LUBRICANT MARKET INDIAN OIL CORPORATION . the scenario has improved with higher sales of commercial vehicles and two-wheelers. In the past one and a half years. In the shorter term. one will witness intense competition in a slow growing market marked by a consolidation activity.
Its Servo brand is the most recognized brand in the country. Mitsubishi Lancer. which has a refining capacity for lube oil base. Opel Astra.55 t. TIE UPS: Hyundai Santro. . with a total capacity of 24.Market Share: 42% Indian Oil Corporation is the largest manufacturer of lubricants in India and is also the only Indian company to figure in Fortune’s Global 500 list. Fiat Uno or the Maruti family. it is one of the three companies. The company operates six refineries. Daewoo Cielo. an input in the manufacture of lubricants. Despite making a loss with superior industry network and superior backing of infrastructure the company sees no problem in maintaining its status as the leader in the lubricant industry. Incidentally. In order to increase its presence IOC has aimed at improving the image of the retail outlets. and enjoys a market share of 42 per cent in the industry.
For the marketing of its lubricants it has tied up with the petrol pump chain of Reliance and Essar. TIE UPS: Company has partnership with leaders like mahindra and Mahindra. Escorts. Tatas. The company has seven plants in the country with a capacity of 3 lakh KL and on the financial front too the company’s performance has been impressive. The company has achieved an overall market share of 22 per cent in the lubricants market. which manufactures 150 different types of products. JCB. The company is also modernizing its other plants.CASTROL INDIA Market Share: 22% Castrol India is the largest player in the lubricants segment. thereby gaining access to a new channel of distribution. The company has set up a new unit in Silvassa. HINDUSTAN PETROLEUM CORPORATION LIMITED .
The brand names are Milcy and Lal Ghoda. Sri Lanka. grease and specialties catering to the automotive as well as the industrial sector. and Malaysia. The company has achieved an overall market share of 22 per cent in the lubricants market The HP engine oil product rang covers 300 brands of lubricants.Market share:16 % HPCL is the largest player in the lubricants segment. HPCL market now extends to countries like Nepal. Bangladesh. BHARAT PETROLEUM CORPORATION LIMITED .
The company has setup its own 75000 tonne blending plant has Silvassa which blends 200 quality lubricants with international formulations. It believes that product and packaging development to be . the company’s performance has been satisfactory. At present. In collaboration with the Hinduja group. Gulf Oil has grown to be one of the largest corporations in the world. with operations ranging from oil exploration to retailing. The company offers its lubricants under the brand name “MAK” GULF OIL Market share: 3% Gulf Oil International was the first multinational to enter the lubricants market in India.Market Share: 7% BPCL another strong competitors in the lube industry. BPCL sell 125 thousand tones and aims to increase its sale volume to 250 TMT within the next two years. On the financial front. Gulf Oil India created a significant presence in a short time.
SERVO is India’s No. perhaps one of Asia’s most advanced. The Gulf Oil plans to tap the market in the east and north-east. is also India’s first in the petroleum . SERVO LUBRICANTS AND GREASES SERVO has completed 30 years serving the lubrication needs of the Indian industry.its area of strength. Servo has a range of over 470 grades of lubricants-oil and greases.1 lubricants brand not only in terms of sales but also in terms of quality and range. and for this it has entered into an exclusive contract with the private blender. Our well-equipped R&D center at Faridabad.
industrial and marine industries. . Bangladesh and Mauritius. SERVO has a notable presence in the highly competitive markets of the UAE. Servo’s fundamental strength is its extensive spread of production units and distribution bases across the country. Malaysia. This together with the fact that our lube blending plants at Mumbai.600 outlets/stockists and thousands of other multi-brand Lube Bazaar shops. Calcutta. battle tanks of the Indian Army and the latest guided missile destroyers of the Indian Navy. These include six lubricant blending plants and a grease manufacturing plant – all of which are ISO accredited. Sri Lanka. marine. with a 42% share in a market estimated at Rs.industry to have received the ISO ())! Accreditation. thanks to its exclusive network of nearly 16. aviation and railroad applications . Chennai and grease plant at Vashi which produce SERVO. It is the lubricant of choice for most of the latest international automobiles that have been launched on the Indian roads. Nepal.It is India’s largest selling lubricants brand and enjoys approvals from major Original Equipment Manufacturers (OEM’s) including new generation cars. SERVO also has a formidable marketing reach. 55 billion comprising approximately one million metric tones of lubricants. industrial. The company’s aggressive marketing and advertising thrust together with state-of the-art packaging has enabled SERVO to emerge as a truly global brand from India. are also ISO 9002 certified ensures that SERVO lubricants meet international standards Servo has an excellent spread to meet the requirement of various automotive. Another testimony to Servo’s reliability and quality is its extensive use by heavy-duty trucks. SERVO is the unquestioned leader. In India. SERVO offers a staggering range of lubricants for the automobile.
easy and convenient auto care. SERVO range of lubricants is available through a network of SERVOXPRESS stations. Opened in convenient locations like malls. petrol pumps or as stand-alone units.. industrial and marine segments. The rapid development of this science can be said to have started from the 18th century. Water is a natural lubricant but has extremely limited . SERVO is backed by IndianOil's world-class R&D and an extensive blending and distribution network. Recognised for cutting-edge technology and high-quality products. polishing. In the recent past two terminologies have gained currency . the study of stream or flow.air-conditioner service.500 formulations encompassing literally every conceivable application. lamination installation. Most lubricants are liquids.Tribology. With over 500 commercial grades and 1. four-wheeler perfuming. bazaar outlets and thousands of auto spare parts shops across the country. with significant technological progress in commercial usage in the 20th century. besides IndianOil petrol stations. the science of Rubbing. Rheology. vacuum cleaning. tyre & battery checkups. In the retailing segment.upholstery cleaning. SERVOXPRESS stations have facilities for engine oil change. The earliest knowledge of lubrication is evident from grease lubricated chariot wheels excavated from the ruins. SERVOXPRESS vehicle servicing centres are one-stop shops for quick. SERVOserves as a one-stop shop for complete lubrication solutions in the automotive. besides replacement of minor parts for two and Lubrication is the art of reducing friction between rubbing or rolling surfaces. etc. vehicles.Indian Oil's SERVO is the brand leader among lubricants and greases in India and has been conferred the “Consumer Super brand” status by the Super brands Council of India. offering a refreshing experience to motorists.
. scooters. coolants and brake fluids and automotive greases. too. There are more than 450 different grades of lubes and oils. industrial and marine. is a new generation twostroke engine oil recommended for two-stroke engines in motorbikes. Others in the category are Kinetic Ultra 2T. SERVO provides more than 350 lubricants and greases to the industrial segment. SERVO 4T is a new generation four-stroke engine oil specially recommended for four-stroke engines in motorbikes and scooters. Bajaj SERVO Gen. diesel engine oils. IOC is a major supplier to auto original equipment manufacturers (OEMs) like Tata Motors. gasoline engine oils. rapid thickening and may even let out foul odours in time. high pour point. 2T Zoom. Mahindra & Mahindra.application due to its very low viscosity and very low boiling point. which cater to these sectors. and RSRTC etc. APSRTC. besides its contribution to rusting and corrosion. The products for the automotive sector include 2T/4T oils. Most of the liquid lubricants used at present all over the world are petroleum-based mineral oils. Bajaj SERVO Gen. compressor oils and stern tube oils. This includes marine engine oils. PRODUCT SERVO primarily caters to three segments: automotive. hydraulic oils. SERVO is also meeting the lubricants requirements of the Indian defence forces. gear oils. Maruti and state transport undertaking like BEST. 2T Zoom. SERVO 2T Supreme. mopeds and outboard engines. gear and transmission oils. The marine sector. SERVO 4T is a new generation four-stroke2T. has a broad range of products to choose from. Vegetable oils have excellent lubrication properties but have very poor oxidation stability. turbine oils. Hyundai. Notable among automobile products.
The widespread popularity cuts across various customer segments and automobile user communities. SERVO woos and wins its retail customers with a seductive combination of vehicle service. SERVO serves them all. one and only of ts kind. This is also India’s first in the petroleum industry to have received the ISO 9002 certified lube.Chennai and Grease and at vashi of IOC ensure that SERVO lubricant produced there meet international standards ACHIEVEMENTS SERVO’s striking achievement is a steadily rising customer approval for its products in India. Opel Astra. SERVO Lubricants – MARKETING AND PROMOTION TECNIQUE . Calcuttta. On its part.Indian oil’s state of the art R&D center t Faridabad. grocery shops and engine oil tie-ups with leading international automobile manufacturers. Mitsubishi Lancer. keeps pace with international standards. Fiat Uno or the Maruti family. Daewoo Cielo.blending plants at Mumbai. Whether it is Hyundai Santro.
mechanics. SERVO will tame it. dealers.SERVO continues to be the dominant player in the Indian lubricant sector backed by cutting edge product development. Margins and discount schemes offered to the storeowners and mechanics prompt them to sell and promote a particular brand. In the retailing segment. distributors. besides IndianOil petrol stations. IndianOil's technical service Engineers are available on call to provide on site Tribology consultancy and value added services. agricultural and marine sectors. IndianOil team can provide solutions to just about anything .automotive or industrial. . and retail stores. Maximum sales are achieved through mechanics and retail stores. high quality customization and extensive blending and distribution network. Prices and Promotion The transformation from the administered pricing mechanism to free pricing has increased the importance of providing cost effective product to the users. Backed by incisive knowledge of equipment. auto spare parts and bazaar shops across the country. For customers. SERVOXpress centres. processes and machinery. the SERVO range is a one-stop shop for providing complete lubrication solutions in the automotive. Margins and Discount Schemes The company mostly sell their products through stockiest. You name it. SERVO lubricants are marketed through exclusive SERVO shops. Thus product costing and competitive pricing are key factors affecting the market. industrial.
Frost & Sullivan expects private sector companies to have a market share of around 25 percent. Lubes manufactured by Reliance Petroleum. The monopoly of the public sector holdings will no longer exist. The stand-alone refineries will have to be merged with the marketing companies.ouple of years. Elf. . which are now sold at petrol pumps. Gulf Oil etc. Castrol. Companies like Reliance are already selling their products through petrol pumps. the industry is going to witness sea changes. logistics management. In medium to long term. as they do not have the distribution infrastructure to sell their products in a deregulated market. MNC’s will be able to sell their products through petrol pumps. and risk management are going to be the crucial factors. Retail networks.
SCFP then moves the lube to Dealer Operated Godowns (DFOLG) and carrying and Forwarding Agent (CFA) . product has dispatched to the following: • Servo Stockist automotive (SSA) • Servo Stockist Industrial (SSI) • Direct Institutional Customers (such as Defence. customers and large industrial customer SSA deals with sales and promotion of product’s and supplies products in the market SWOT ANALYSIS . After blending of lubricants. engaged in the manufacturing of lubricants and greases and catering to the defense. state transport among others. railways. then filling of barrel. bulks work has to be done.DISTRIBUTION NETWORK OF SERVO Indian Oil Blending Ltd (IOBL) is a fully owned subsidiary of Indian Oil. Govt. Where blending of lubricants (mixing of base oil with additives) is done at blending plants. And dispatched to SCFP. After that. Railways.
Yemen.000 retailers. ISO 9002 certified lube-blending plants of IOC at Asaoti. L&T Kumatsu. Strong presence of more than 11. Reunion Island and other markets. SERVO range of lubricants is fast emerging as a Global brand with wide acceptance in UAE. ranked 189 by revenue in the year 2004. India’s largest commercial enterprise and the only global Fortune 500 Company. Mumbai.STRENGTH Indian Oil Corporation (IOC). Genuine Oil tie ups with Hyundai motors. Bangladesh. kinetic Motors and Equipments Ltd. Elgi Air compressor etc. Nepal.. Maruti Udyog Ltd. owns SERVO. Distribution network with 204 Servo Stockist all over India. CKD Skoda. Malaysia. Sri Lanka. Mauritius. beside a countrywide network of bazaar traders. Kenya. . Bahrain. keeps pace with international standards. Mitsubishi Lancer. Calcuttta. industrial and marine use. Burkina Faso. 1 lubricant brand in term of Sales (42% market shares) Servo oil has wide range of over 400 grades for automotive. India’s no. Kuwait. Chennai and grease plant at Vashi (near Mumbai) ensure that SERVO lubricants produced their meet International Standards.. Servo has been designated as a Super Brand. Indian Oil modern and well-equipment R&D center at Faridabad. One of the most advanced in Asia.
WEAKNESS Lags behind in promotional activities. Spurious equivalent of servo on market. decision-making process is slow. Being a PSU’s.OPPORTUNITY Overseas market. Leverage its financial strength for expansion of customer base through strategic alliance with Original Equipment manufacturers. . Significant improvements are requirement in packaging of lubes as often there are complaints of leakage or the quantity being short. Foray into the untapped Rural Market. which constitutes 85% of the market. Continuous improvement in the technology in the end user industry because of continued growth of the light commercial vehicle (LCV). Passenger Car Motor Oil (PCMO’s) and Multi Utility Vehicle (MUV) segments and rapid shift to 4stroke engines in the 2-wheeler segments. Opportunities for growth are likely to result from Foreign Direct Investment particularly in the Transport Equipment Manufacturing (TEM) and Machinery manufacturing segments.
Tie ups of players in the market with automotive companies and OEM’s like the tie up of Castrol with mahindra & mahindra for supply of the diesel engine oil for its tractors is gradually eroding the market share of SERVO. Due to lack of promotional activities competitors like BP and Castrol etc. Shell and Numaligargh Refinery to set up retail marketing stations thereby giving rise to stiff competition. Essar Oil. ONGC. .THREAT An increase in base oil price with no corresponding increase in product price coupled with additional advertising expenditure is likely to keep margins under pressure. are gradually taking away the market. Government has already given permission to Reliance. .
The company is conducting trial runs on the lubricant and would soon evolve a marketing and branding strategy for the product. The product would be marketed as a separate brand. from mineral oil-based products. will launch its first biodegradable lubricant next year. Most liquid lubricants used at present all over the world are petroleum-based mineral oils.IOC. IOC. April 22. the nation's biggest oil marketer and refiner. "Lab tests for the product are over. is the dominant company in the country's lubricant market. A biodegradable lubricant can be vegetable oil-based or based on synthetic esters manufactured from modified renewal oils. with its Servo brand of lubricants. and the transport sector.which together hold over 50 per cent share. The research on the product had begun two years earlier. There are 44 lubricant companies in the market including Total. 2010 Indian Oil Corporation (IOC). besides brands from the three government-controlled oil companies . however. . Gulf. would be used in agricultural and forest machinery. Bharat Petroleum Corporation and Hindustan Petroleum Corporation .LITERATURE REVIEW IOC to market bio-lubricant next year Business Standard Mumbai. The Servo range includes over 500 lubricants and 1. Shell and Vedol. the product should hit the market under a suitable brand name. "Use of biodegradable lubricants which are mainly derived from genetically modified vegetable oils." said a Mumbai-based analyst.200 formulations." said a senior executive from IOC. We are doing extensive engine trails at present. In the next one year.
it has strong distribution presence through workshops and spare parts suppliers-over 70. which compares well with the 40. Castrol India. the other dominant player. The company is also in talks with international energy institutes to tie up for research and development.000-plus for IOC's Servo.000-strong petrol station network. of which automotive use is about 950 million litres. claims to have 27 per cent of the market. • To carry out comparative analysis of sales of lubricants for the past two years. OBJECTIVE OF THE PROJECT • To understand the expenditure part. IOC is also conducting research in areas like oil refining technology and producing diesel from algae. HYPOTHESIS OF THE PROJECT .The total lubricant market in India is 1. • To see the awareness about the product • To know the major consumers of the product in Greater Noida. The company will shortly commission a project at its Faridabad centre. While analysts say Castrol cannot match public sector units in coverage due to their 30. trends and variations over the years. where it will install technology for coal gassification and production of ethanol from biomass.6 billion litres.000 outlets.
A secondary source contrasts with a primary source. or other source of information that was created at the time under study. or evaluation of the original information. depending on how it is used. then a source with direct personal knowledge of the events being described. It serves as an original source of information about the topic . interpretation. analysis. If created by a human source. Primary and secondary are relative terms. Secondary sources involve generalization. and some sources may be classified as primary or secondary. a document. which is an original source of the information being discussed. . In our project we have studied the different files of IOCL related to discounts being offered to the customers of lubricants.RESEARCH METHODOLOGY DATA SOURCE: Primary as well as secondary PRIMARY SOURCE: a primary source (also called original source or evidence) is an artifact. a recording. synthesis. SECONDARY SOURCE: a secondary source is a document or recording that relates or discusses information originally presented elsewhere.
its services. Exploratory research is a type of research conducted because a problem has not been clearly defined. data collection method and selection of subjects. SAMPLING METHOD: COVENIENCE SAMPLING: Convenience sampling (sometimes known as grab or opportunity sampling) is a type of non probability sampling which involves the sample being drawn from that part of the population which is close to hand. It should draw definitive conclusions only with extreme caution. RESEARCH INSTRUMENT: Primary data SAMPLE PLAN: Data for the year 2008 and 2009..with the increase in discounts being offered to its dealers and customers as compared to the discounts being offered in the year 2008. Exploratory research helps determine the best research design. That is. its products. TYPE OF RESEARCH: Exploratory in nature. exploratory research often concludes that a perceived problem does not actually exist Our main aim was to find out the percentage increase in sales of IOCL lubricants for the year 2009 as compared to 2008.etc everything is being taken by internet from IOCL website. a sample population selected because it is readily available and convenient .In our project we took various information about the company history. Given its fundamental nature. EXPLORATORY RESEARCH: Exploratory research provides insights into and comprehension of an issue or situation.
Bent & Hull. In addition to statistical analysis. survey companies. cluster analysis (two-step. government. SPSS is among the most widely used programs for statistical analysisin social science.TOOLS AND TECNIQUES OF ANALYSIS FO DATA: SPSS SPSS (originally. It is used by market researchers. creating derived data) and data documentation (a metadata dictionary is stored in the datafile) are features of the base software. Statistics included in the base software: Descriptive statistics: Cross tabulation. Frequencies. ANOVA. 1970) has been described as one of "sociology's most influential books". Statistical Package for the Social Sciences) is a computer program used for statistical analysis. health researchers. K- means. education researchers. marketing organizations and others. hierarchical)Discriminant LEARNING . Descriptive Ratio Statistics distances). Descriptives. file reshaping. t-test. Bivariate statistics: Means. data management (case selection. partial. Nonparametric tests Prediction for numerical outcomes: Linear regression Prediction for identifying groups: Factor analysis. The original SPSS manual (Nie. Correlation (bivariate. Explore.
I got great experience in my 8-weeks training period in IOCL. whenever a customer goes to the retail shop. During training I got opportunity to interact with the people in the top management of the company.The organization can utilize the talent of student with the difficulties faced at actual working environment to prepare them to face the future challenges and provide practical exposure. CONCLUSION . There is another problem in lube industry is facing competition from local brands which is easily available in the market. which was opened out completely to private and foreign companies. NOIDA. In urban market. Some times he purchase duplicate lubricant..1 lubricants brand not only in terms of sales but also in terms of quality and range. The lubricants industry in India is one of the few sub-sectors of the petroleum industry. BIBLIOGRAPHY . I had learnt a lot during this training and I think these learning experiences would be great helping me future. So company has to spend more on promotional schemes. Which helps customer to choose original product. he is facing many brand lubricants. so servo need to Increase in activities of customer and mechanic awareness through more advertisement and mechanics meet at regular interval. and then customer is confused. I completed my summer training in the lube department of marketing division of IOCL. advertisement campaign and awareness programs. SERVO is India’s No.
iocl.shilpabichitra.frost.com APPENDIX /ANNEXURE PRIMARY DATA.wikipedia.pag?docid=4968520 http://en. DISCOUNT DETAILS FOR THE YEAR 2008 AND 2009 .htm www.com/prod/servlet/market-insight-top.SECONDARY DATA • • • • • www.FROM THE COMPANY SALES FIGURES FOR THE YEAR 2008 AND 2009.com http://www.com/shilpa2000/indart32.org/wiki/Lubricant http://www.google.
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