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As the part of the curriculum the researcher has choosen the topic as COMPETATIVE ANALYSIS OF MOBIL 1 , TheWorld leading Synthetic Engine Oil. The present research has focused on to find out WHAT WILL HELP RAKA OIL COMPANY TO IMPROVE MARKET SHARE IN PUNE? Intention behind this research is very much to improve the Mobil 1 sales in Pune. In the world of Automotive Lubricants where Engine oil plays important role in every business, Mobil 1 technology has an important role in Engine Oil. Taking Engine Oil with the increase in customer demand for high performance engine oil, every leading car manufacturers has approved the use of higher specification Engine Oil supplied by M/S Exxon Mobil Pvt Ltd. In India there are many players in the lubricants market such as Servo, Shell, Castrol, Mak etc., which are providing excellent product and making their mark at lower cost. In Pune, Raka Oil Company is the only Strategic Business Partner of Exxon Mobil. Thus it becomes important for Raka Oil Company to understand the customer needs. To be competitive, this survey tries to analyze the promotion of Synthetic oil.

INDUSTRY PROFILE

TYPE INDUSTRY FOUNDER HEADQUARTER AREA SERVED KEY PEOPLE

PUBLIC OIL AND GAS JOHN D. ROCKEFELLER IRVING, TEXAS, USA WORLD WIDE REX W. TILLERSON (CHAIRMAN & CEO) MARK W. ALBERS (VICE PRESIDENT)

PRODUCTS REVENUE EMPLOYEES WEBSITE

FUELS,LUBRICANTS, PETROCHEMICALS US$310.58 BILLION 79,900 www.exxonmobil.com

ABOUT EXXON MOBIL The Exxon Mobil Corporation, or Exxon Mobil, is an American multinational oil and gas corporation. It is a direct descendant of John D. Rockefeller's Standard Oil company, and was formed on November 30, 1999, by the merger of Exxon and Mobil. It has its headquarters in Irving, Texas. Exxon Mobil is one of the largest publicly traded companies in the world, having been ranked either #1 or #2 for the past 5 years. Exxon Mobil's reserves were 72 billion oilequivalent barrels at the end of 2007 and, at then (2007) rates of production, are expected to last over 14 years. The company has 38 oil refineries in 21 countries constituting a combined daily refining capacity of 6.3 million barrels. Exxon Mobil is the largest of the six oil super majors with daily production of 3.921 million BOE (barrels of oil equivalent). In 2008, this was approximately 3% of world production, which is less than several of the largest state-owned petroleum companies. When ranked by oil and gas reserves it is 14th in the world with less than 1% of the total. Exxon Mobil has a rich history as an innovator in lubrication technology. The story began in 1966 with the invention of vacuum distillation, a revolutionary technology that enabled us to manufacture breakthrough lubricants for Americas first Automobiles and industrial machines. The story takes on a new dimension with the chance invention, decades later, of unique lubricant molecules. Alert scientist recognized new potential in these molecules, classified as synthetics and management envisioned a second revolution in lubrication technology- one that would drive equipment efficiency, reliability, and productivity far beyond what was possible with ordinary oils. Exxon Mobils network of reliable and efficient manufacturing plants, transportation systems, and distribution centers provides clean fuels, lubricants, and other high-value products and feed stocks to customers around the world. Exxon Mobil has interests in 38

refineries located in 21 countries and markets its products through more than 32,000 retail service station. There are 3 Business Segments of Exxon Mobil 1. Industrial 2. Whole Sale & Aviation 3. Marine Exxon Mobil is the worlds No. 1 supplier of lube base stocks and a leader in marketing finished lubricants, asphalt, and specialty products. Worldwide, we market products under the Exxon, Mobil, and Esso brands.

COMPETITORS OF EXXON MOBIL

Shell Servo Castrol Mak

Company Profile

Introduction:
TYPE INDUSTRY FOUNDER HEADQUARTER AREA SERVED KEY PEOPLE PRIVATE OIL AND GAS MR. BANSI LAL RAKA PUNE MAHARASTRA & GOA RAJENDRA RAKA ( CHAIRMAN & CEO) KAPIL RAKA (MANAGING DIRECTOR) BUSINESS PARTNER PRODUCTS REVENUE EMPLOYEES WEBSITE EXXON MOBIL LUBRICANTS (AUTOMOTIVE & INDUSTRIAL) 36 CRORE 45 www.rakaoil.com, www.mobil1.com

ABOUT RAKA OIL COMPANY Raka Oil Company, a trusted name in the oil sector, founded in 1995, is an strategic business partner for Esso and Mobil Branded Automotive and Industrial lubricants in Parts of Maharashtra and Goa. Raka Oil has its head office at Pune and Branch office at Goa. The major strength of Raka Oil Company is the capability to provide complete lubrication solutions to customers. Raka Oil offers its customers expanded line of Lubricants from Mobil and Esso.

Besides distribution of Esso and Mobil branded lubricants, the group companies are involved in the following businesses. Raka Gas Service: Distributor for Bharat Petroleum Corporation Raka Gas Service was incorporated in 1964, is involved in Petroleum sector for the last 42 years. The company is involved in the following activities:

Distribution of LPG Cylinders for Domestic & Industrial market for Bharat Petroleum Corporation Ltd.

LPG Multi Cylinder Installation for Industrial & Commercial Purpose LPG Commercial & Industrial Fittings LPG Reticulated System (Piped Gas)

QUALITY POLICY OF RAKA OIL COMPANY Raka Oil Company is committed to customer satisfaction by providing lubricants and greases which meets and exceeds customer requirements and expectations. They also commit to provide the highest quality of services with integrity by consistently adhering to the highest ethical standards. They shall strive to achieve this by: Providing just in time deliveries which shall reduce customer down time. Gaining customer trust by providing genuine and high quality products backed by efficient service in a cost effective manner through continual improvement in their performance and Effective implementation of the QMS (Quality Management System) involving the entire organization. They also commit to their employees in particular and the society in general by providing them a safe and healthy working environment.

PRODUCT INFORMATION AUTOMOTIVE LUBRICANTS 1) 2) 3) 4) MOBILDELVACMX15W40 MOBILDELVACSUPER130015W40 MOBILDELVAC1340 MOBIL DELVAC 1330

PASSENGER VECHILE LUBRICANTS 1) 2) 3) 4) 5) 6) 7) MOBIL1 0W-40 MOBIL1 5W-50 M0BIL SYNT S 5W40 MOBIL SUPER XHP 20W-50 (Endorsed by Skoda) Mobil SUPER XHP 10W40 (Endorsed by TATA for Gasoline engines) MOBIL SUPER HP 10W-30 (Endorsed by Ford) MOBIL SUPER 10W 30 (Endorsed for Maruti MPFI Engines)

GEAR OILS / TRANSMISSION FLUID 1) 2) MOBILUBE SHC 75W90 MOBILUBE HD 80W-90

MAP OF AREA OF COVERAGE OF RAKA OIL AT PUNE

REASONS FOR SELECTING THE TOPIC

Today automotive market is almost breaking all records of every business. It is one of the top most revenue earning business in world, and mostly in INDIA, where now every one is looking forward to buy a car.As the cost of the car is becoming cheapest day by day. So its fortunate that their will be a huge demand for Engine Oil in the coming days. And Pune is counted as one of the leading car seller market in India. Due to heavy competition companies are worried in maintaining the place in the market and in such case the main challenge for Engine Oil companies is to provide the best to the customers. The research will definitely help Raka Oil Company to grow in every prospect.

IMPORTANCE OF THE TOPIC TO THE COMPANY.


This topic helps the company to know its competitors in the market as well as sales strategies used by the competitors. This also helps the company in knowing the market share of the company and simultaneously increasing the sales volume. It also helps the company to expand into new market. The main importance of the topic is the analyzing sales promotions of the product by directly interacting with the end consumers , non-user and with retailers. This topic helps the company to segmenting and targeting the customers, expanding into new market which directly or indirectly increase the market share of the company. This will also help to determine the customers satisfaction. And company will look for customer benefits as they try the product before making their final purchase before becoming their loyal customer.

BENEFIT TO COMPANY FROM STUDY.


Success in business in the emerging, global environment of the 21st century will require the marketing skills for maximizing the market share of the company. Only an understanding of the relevant markets can help in analyzing of marketing opportunities and then device suitable marketing programmers accordingly. Market it means-buyers, that is, it is necessary to understand the buyers around whom the marketing plans are formulated and implemented.

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In competitive environment, customer satisfaction is crucial to long term profitability. In order to meet competition at the market place, the marketing managers are using to add value to the final product which will reach the hands of consumers. This means in the ever-changing marketing environment, there is growing concern or awareness among marketers to go for a careful study of the behavior, which will provide the basis for all marketing activities.

Corporate objective
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Vision
'The most successful and admired lubricant company, which means that we are the most trusted company, the easiest to deal with, offer the best value for money, and set the standards in the industry'. 'The most obvious choice for all'.

Mission statement
We aim to be the top lubricant company in the market. This does not just mean to be the largest or the most productive company in the market; rather it is a combination of several things like Customer service of the highest order Value for money for customers Professionalism in carrying out business

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OBJECTIVES OF RESEARCH

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i) To find the market share of Mobil1 engine oil as against the Castrol engine oil. ii) To study the level of effectiveness of promotional offer. iii) To know the customer demand for Mobil1 engine oil as against the Castrol engine oil from retailers. iv) To understand the shortcomings from the retailers for Mobil1 engine oil with reference to the sale in their shop. v) To determine what are the reasons for the retailers on selling more and to purchase it more. vi) To give suggestion or recommendation to the company on how to improve or increase the sale of Mobil1 in Pune.

LIMITATIONS OF THE RESEARCH

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i) The research is confined to certain parts only due to time constraints and does not necessarily show a pattern applicable to all of country ii) Some responds were reluctant to divulge personal information which can affect the validity of all responses. iii) In a rapidly changing industry changing industry analysis on one day or one segment can change very quickly the environmental changes are vital to be consideration in order to assimilate the findings

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RESEARCH METHODOLOGY

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Period of study:
The time period was 50 days for the study, starting from May to July.

Data Used:
The type of data collected comprises of Primary data and Secondary data. Primary data is the first hand data collected from the Service centers & Retailers. It was collected through questionnaire. Secondary data for the study has been compiled from the internet and company database.

Research Instrument:
The method used for data collection was Questionnaire method. The questionnaire is a structured one. It was a mixture of open ended, close ended and multiple choices. The words used were simple and helps in avoiding confusion and misunderstanding among the respondents.

Research Design:
The Research design is purely and simply the framework of plan for a study that guides the collection and analysis of data. Descriptive Research design was used for this research.

Research Approach:
Questionnaire survey method was adopted for completing the data collection in this research.

Table : 1 Tabular forms of research methodology used.

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1. DATA SOURCE 2. RESEARCH INSTRUMENT 3. RESEARCH APPROACH 4. SAMPLING PLAN a) Sampling unit b) Sampling Size c) Sampling Procedure: 5. CONTACT METHOD

# # #

Primary data & Secondary data Questionnaire Survey #

: Retailers : 100 Random Sampling # Personal

ASSUMPTIONS:The analysis and the reporting of the information gathered from various consumers would be based on certain assumptions, which are as follows:1. The information given by the company officials is taken as correct at the face value. 2. Same in the case with the information gathered through the service adviser and retailers questionnaire. The perception of the both regarding the product, regarding the product quality, promotion and other aspects is not disclosed suitably. This is also to a great extent the basis of any conclusion. 3. The information from the secondary sources is accepted to be correct and authentic.

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Analysis & Interpretation


A Survey on the Competitive Analysis of Mobil1 in Pune

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BY Raka Oil Company i)


YES NO
Do you keep Mobil1 for sale ?

No.of Respondents 100 -

% of Respondents 100 -

Interpretation
The respondents were only those who also keep Mobil1 for sale in their shop. Therefore the number of respondents are 100 who keep Mobil1 for sale.
ii) How is the sale of Mobil1 in your Retail shop?

INCREASING DECREASING SAME

No. of Respondents 48 36 16

% of Respondents 48 36 16

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S ESOFMOB 1 AL IL
16% 48% INCREASING 36% DECREASING SAME

Interpretation
Out of 100 respondents 48% of respondent say the sale of Mobil1 is increasing in their retail shop. 36 % say Mobil1 sale decreases in their Retail shop. The rest says that their sale of Mobile1 is constant..

iii)

Which are the different engine oil brands you keep for sale ? No. of Respondents 100 98 75 100 % of Respondents 100 98 75 100

MOBIL1 SHELL SERVO CASTROL

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MAX

60

60

Interpretation
Out of 100 respondents there are 100 % of retailers who keep Mobil1 as well as Castrol for sale. Among this 100 retailers 98% are those retailers who also keep Shell for sale along with Mobil1. 75% of retailers among respondents who keeps Servo for sale and 60% are those who also keeps Max for sale.

iv)

Which engine oil brand is more selling? No. of Respondents % of Respondents 40% 50% 10%

MOBIL1 CASTROL OTHER

40 50 10

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Interpretation
Out of 100 retailers 50% retailers are selling more of CASRTOL ENGINE OIL as compare to MOBIL1 and other local brands. 40% retailers out of 100 retailers sell more MOBIL1 then other brands. 10% of retailers sell more of other brands.

v)

What are the reasons for more selling of engine oil brand?

Product range

No. of Respondents of Mobil1 70

No. of Respondents of Castrol 30

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Promotional offers Advertisement Range of price Margin Customer Demand Availability

40 40 30 40 50 45

60 60 70 60 50 55

Interpretation
Out of 100 retailers 70 retailers sell more of Mobil1 because of product range and 30 retailers sell more of Castrol. 60 retailers sell more of Castrol engine oil because of Promotional Offer as compare to Mobil1.

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60 retailers sell more of Castrol engine oil because of advertisement as compare to 40 retailers selling Mobil1. 70 retailers sell more of Castrol engine oil because of range of prices as compare to 30 retailers selling mobil1. 60 retailers sell more of Castrol engine oil because of margin they get as compare to 40 retailers selling mobil1. Customer demand for both the products are equal. 55 Retailers sell more of Castrol engine oil because of availability of product as compare to Mobil1.

vi)

How you find the Promotional offer of the Mobil1?

Impressive Mobil1 Castrol 20 40

Satisfactory 30 50

Unsatisfactory 50 10

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PROMOTION OFFER

Interpretation
Out of 100 retailers 40% of retailers find Castrol promotional offer impressive as compare to only 20% are impressive for Mobil1. Castrol satisfactory level is 50% as compare to 30% of Mobil1 engine oil. Mobil1 engine oil unsatisfactory level is 50 as compare to Castrol is lower to 10%

vii)

Which size of packs are sold more? SMALL MEDIUM 55 45 LARGE 15 15

MOBIL1 CASTROL

30 40

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Interpretation
Out of 100 retailers 30 retailers sell more of medium size pack of Mobil1 engine oil where as only 55 retailers sell medium size of medium packs. In small size packs Mobil1 engine oil is sold more by 40 retailers and castrol is sold only by 30 retailers. There are equal number of retailers selling large size of packs i.e. 15

Market Share of Mobil1 engine oil and Castrol

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Interpretation

Castrol engine oil is having 45% market share where as Mobil1 is having 30% market share in Pune.

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FINDINGS

From the analyses made in my study following below are the findings from the study

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i) Castrol is having more market share as compare to Mobil1 in Pune. ii) Promotional offer plays a very important role in selling more of Castrol by the retailers iii) Mobil1 is having more customer demand as compare to Castrol in the market. iv) There is less focus given on advertisement for Mobil1. v) Mobil1 is having more Product line in engine oil segment so the retailers are having a wide choice to keep the product according to the customer demand. vi) There are no continuous displays to the retailers for Mobil1 as it is for the Castrol.

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SUGGESTIONS
With the analyses made and findings done in this study the following recommendations are put forward:

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i)

Provide attractive promotional offers to the retailers as well as to the consumer so that retailers will purchase more and sell more.

ii) Try to increase the margin for the retailers. iii) To add new customers give samples of small packs with the existing product of the Mobil1. iv) Customers feedback should be constantly made so as to know the innovation incase required in the product. v) As customer awareness is more important to increase the market share of any product more advertisement should be done in the form of hoardings and commercial advertisement. vi) Some contest should be run so as to influence the retailers to sell more .

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CONCLUSION
EXXON MOBIL is one of the fastest growing ENGIN OIL Company with its strengths for ongoing product innovation & renovation. It performs very well. It still have a stiff competition in the market from CASTROL,SHELL & SERVO. The analysis & Interpretation made in this study by me comes to the conclusion that there is an increasing demand for MOBIL1 in Pune. Promotional offer plays a very important role incase of retailers to sell more & Consumers to purchase more. CASTROL strength in engine oil segment is that it offers better promotional offer to the retailers, so the retailers are influence to sell more even though the demand is more of MOBIL1 in Pune. Finally I would like to conclude that MOBIL1 can capture the CASTROL market share if there is more attractive promotional offer & consumer awareness to have more reach to the consumer in the market.

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Bibliography

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BOOKS Philip Kotler, Marketing Management, 11th edition, Pearson education

Asia Publication.

Websites

C.R. Kothari, Research Methodology methods & techniques, New Age International(p)ltd.publishers,2 n d edition.

1. www.rakaoil.com 2. www.managementparadise.com 3. www.businessworld.in 4. www.en.wikipedia.org/wiki/mobil1 5. www.exxon mobil.com

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QUESTIONNAIRE
1)Do you keep Mobil1 for sale?

Yes No 2)How is the sale of coffee in your outlet? Increasing Decreasing Same

3)What are the reasons for increase or decrease of sale of Mobil1 ? 4)Which are the different engine oil brands you keep for sale? Mobil1 Shell Servo Castrol Max Other

5) Which engine oil brand is more selling? Mobil1 Shell Servo Castrol Max Other

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6) What are the reasons for more selling of the engine oil brand? Product Range Promotional Offer Advertisement Range of prices Margin Customer demand

7) How you find the promotional offer of the engine oil brand? 8) Which engine oil brand and its size of packs are more sold? 9) How much do you sell in terms of quantity of each engine oil brand? 10) What are your suggestions to increase the sale of engine oil brand For Mobil1? __________________________________________ __________________________________________

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