Survey report On “Brand building activity of Pennzoil TRP”

Submitted To: Mrs.Abha mam

Submitted By: Ajay Singh Rathore (MBA II SEM.)

Acknowledgment
We are grateful to all those who have helped us directly or indirectly in company this project .We firmly believe that there is always scope for improvement and accordingly. We shall took forward to received suggestions. First of all We would like to thank God for his grace .We are further thankful to PENNZOIL which give us chance to held our project study upon of it . We exuberantly thankful to Mr. Manish Sharma (Marketing Manager).We further want to thank to Mr. Manish Sharma who guide us and help taking right direction in field work. We further welcome inspiration and suggestion to make it best. We sincerely believe that the road of improvement is never ending. Hence we shall forward to end gratefully acknowledge all suggestions received. We are highly grateful to faculty for acting as a Guiding star for us. Who helped us in their own way to complete this project. Our sincere apologies are who helped us in a variety of wage and Whose name could not be individually acknowledged.

Preface

Professional education is not perfect without fieldwork.Survey it on essential part of M.B.A. It make familiar to the student with currant market position .This report is a humble attempt to sketch the various important attempt of marketing activity of Pennzoil. This project report will be helpful in analysis of marketing activities conducted by Pennzoil. What are the tools of Marketing activates and how they are used by Pennzoil oil. We are very thankful to faculty who allowed us to take our project in Pennzoil oil .We invite suggestion and convection with open heart for further in corporation and improvement of this project report.

Methodology
First of all We studied that how to collect the data information and how to arrange them. Before meeting and brand building of TRP Dealers and Mechanics ,We prepared questionnaire related to the Pennzoil TRP .We went to Dealers and Mechanics and asked the question according to our questionnaire and they provide me the answer of every question are based on our questionnaire .We went to each dealer and mechanics and told them about Pennzoil TRP and paste Banner, Poster, Nimonic (nimbu mirchi) at each shop.

Lubricants: Lubricants required to minimize friction between two moving machine elements absence of which
may result in excessive wear or seizure of the machine.

Lubricant: What is it?
Lubricants are made from Base oils which is explored from earth's surface as crude oil and refined to give Base Lubricating oils.

Lubricant: What is it made of ?

• Base oils can not meet Lubrication requirement of modern day Automotive Engines hence Engine /Gear oils are made from combination of base oils and additives.

Additives Base Oil
Lubricant: Engine oil

• ENGINE OIL – Oil which we use for Lubrication of Engines -Petrol/Diesel are known as Engine oil. • ENGINE OIL FUNCTIONS • Lubricate -Reduce Friction[Ghisaai] and Wear • Cool -Redistribute heat from hot areas to cool area

• Seal Combustion chamber • Keep Engine interiors clean-Hold sludge in suspension

Engine oil classification:
Engine oils can be classified in following ways: • Based on Viscosity

• Based on performance

Lubricant: Engine oil
Engine oils : • They are of two types based on the viscosity

• MONO- Used for One season - Summer or Winter • MULTI -Used for Both the seasons.

Letter ‘W ‘indicates - Multi grade oil

Viscosity:
wear

Viscosity is “chiknas .It is the main property of a lubricant in keeping engine parts apart and reducing

High viscosity

Low viscosity

Viscosity at low and high temperatures two conflicting needs – We need to have an optimum solution

Viscosity at low temperature controls: • cold starting performance • low temperature oil flow • low temperature lubrication

• fuel economy Viscosity at a high temperature controls: • • • • high temperature anti-wear characteristics oil consumption performance under severe operation fuel economy

Important Agencies:

ASTM

American Society for Testing & Materials

SAE Society of Automotive Engineers

API American Petroleum Institute

These agencies develop and test & classify Engine oils.

Engine oil: Specifications
• •

Based on performance of Engine oils in the engines , oils are classified by API in S type or C type . S-Service Station grades- Petrol engine oils.

Company profile
Introduction:
Pennzoil Quaker-state India limited (PQSIL) is part of shall group* of companies. This document is an adaptation of the shall general business principle & HSSE (help, safety, security, and environmental) standards. These principles govern how each of companies which make up the shall group conducts its affairs. The objective of shall group are to engage efficiently ,responsibly and profitably in oil ,gas, chemicals and others selected business and to participate in the search for and development of other sources of energy to meet evolving customer needs and the word’s growing on demand for energy shall believe that oil and gas will be

integral to the global energy needs for economic development for many decades to came our role is to ensure that we extract and deliver then profitably and in environmentally and socially responsible ways . we seek a high standard of performance ,maintaining a strong long term and growing position in the competitive environment in which we choose to operate. We aim to work closely to our customers partners and policy makers to advance and efficient and sustainable use if energy and natural resources. PQSIL recommender’s the business partners make all attempts to in corporate the stated business principle into their business activities so as to be seen as responsible corporate citizens. PENNZOIL is No.1 in America PENNZOIL brings the same technology to INDIA Every 5th Car in America runs Pennzoil launched in India in the year 1993 on Pennzoil Pennzoil has always been a front-runner as far as product technology is concerned Despite an extremely competitive market and quality conscious consumers because of... Commitment to Quality and Service
Pennzoil - first in the world to supply lubricants to N.A.S.A. Zero Error Lubricants

Product profile
Pennzoil Automotive products in India Caters to: Heavy/Light Commercial vehicles Tractors Cars, UV’s, Jeeps 2/3 wheelers Industrial Applications

Pennzoil Automotive products for Heavy/Light Commercial vehicles ZDX Plus SAE 20W-40 API CF Recommended for vehicles manufactured by:

Project Profile
1.

Advertising – It is a paid form of non-personal mass communication. by The mass media used include
print media, audio-usual media, bill boards etc. Advertising is used when sponsors want to communicate with a number of people.

Merits – 1. 1. 2. 3. Can reach many consumers Relatively low not per exposure. Excellent for creating brand Images. High degree of flexibility.

2.

Personal Selling – Personal selling is face-to-face contact between a seller’s representative and people.
Merits 1. 2. Allow two-way communication. Allow direct one-to-one targeting of promotional effort.

Demerits – 1. 2. High cost per contact. Personal selling often has a poor image.

3.

Sales Promotion – Sales Promotion include activities that seeks to directly induce or indirectly serve

as incentive to motivate. These activities add value to the product. In sales promotion the activities like discounts, gifts, contests, premiums, displays and coupons are included.

4.

Publicity

Publicity is news carried in the mass media about a firm and its products, policies, personnel or actions. It is a non-paid form of promotion. Ex. News releases, photographs and press conferences. Merits 1. 2. Free Advertising Consumers may more attention.

5.

Public Relations

It is a planned effort by an organization to influence the attitudes and opinions of a specific group by developing a ling term relationship. Their target may be customers, stockholders, a government agency as a special interest group.

Research Methodology
Meaning of Research – Research is a search for knowledge. Research Methodology – Research Methodology is way to systematically solve the problem.

Defining The Problem

Date Collection

Research Methodology

Conclusion

Analysis

Research it an academic activity. Research comprises defining and redefining problems, formulating hypothesis or suggested solutions; making deductions and reaching conclusions; and at last carefully testing the conclusions to determine whether they fit on the formulating hypothesis.

Once can also defile research as a scientific and systematic search for pertinent information on a specific topic. In fact, research is an art of scientific investigation. Some people consider research as a movement, a movement from the know to the unknown. It is actually a voyage of discovery.

Major Decision to Be Taken Are1. 2. 3. 4. Defining the problem. Deciding the method of collection of Data. Deciding the limitations of study. Presentation of conclusion or Result.

Research Process in flow chart

Define Research Problem

Review Concept Theories

Formulate Hypotheses

Design Research (Including Sample Design)

Collect Data

Analyze Data

Interpret and Report

I

II

III

IV

V

VI

VII

Objective of the study
1. 2. 3. 4. . 5. 6 . To analyses effectiveness of promotional activity conducted by PENNZOIL TRP. To find out scope for sales promotion scheme. Getting an insight of the behaviors of customer on promotional activity. What is the image of PENNZOIL TRP Board reflected by promotional activities. Which promotional activity is most effective? Know consumer attention on promotional activity.

Research Design Design include –

A Research design is the avengement of conditions for collection and analysis of data.

(i) (ii) (iii) (iv) (v)

What is the study about? Why is the study being made? What type of data is required? What techniques of data collection will be used? How will the data be analyses?

Methods of Collection of Data

1.Primary Data – Primary data are those data, which are collected by researchers he. We collect primary data during direct communication as personal interviews. There are reversal methods of collecting primary data; (i) (ii) Observation Method, (ii) Interview method, Through questionnaires, etc.

2. (a)

Secondary data – Secondary data means data that are already available and analyses by someone else. Secondary data ate available in ; Report and publications, (b) Books, magazines and newspapers (c) Technical and trade journals (d) Publications of the central, state as local governments. The study consists of primary data. The information is gathered through

(B) .

Questionnaires and personal Interview.

Types of Research
Descriptive Research – Descriptive Research includes surveys and fact-finding enquiries of different kinds. The main characteristic of this method is that the Researcher has no control dues the variables. He can only report what has happened as what is happening example, preferences of people, and frequency of shopping as similar data. Sampling Design – A sample design is a definite plan for obtaining a sample from a given population. Sampling unit : Who is to be surveyed? In this study Lower, middle lass have been surveyed. Sample Size: How many people to be surveyed? For primary Research and data collection 50 persons have been contacted. Sampling Procedure: What will be the type of sample? The method of sample selection was random sampling.

Limitations of Study – 1. 2. 3. 4. Some respondents didn’t provide authentic Information. Sample size was not representative. Time also proved as one of the constraints for the study. Some respondents were reluctant to provide eventual information.

SWOT Analysis

Strengths

Weakness

Threats

Opportunities

Strengths
• •

A fastest growing America no.1 lubricant group. A group of professionally qualified sales professionals. State of the art manufacturing technology

Weakness
• Less margin to dealers • Less existence in rural areas • High rates in comparison of others oil companies • y with qs-9000 iso-14001.

Opportunities
• •

India is a agriculture & industrial area so there is a huge opportunities. India is linked to national highway no.12 lot of truck & heavy passes through this highway.

• Pennzoil is a very good quality oil comparison to other competitor.

• Threats

• High rates of PENNZOIL product • Less schemes provided to mechanic comparison to competitor.

Lot of competitor in Indian motor maket.

Research & Findings
1. MARKET SHARE IN AGRICULTURE

SHARE IN AGRI BUSINESS 13% 13% PENNZOIL ELF CASTROL SERVO OTHERS

17%

32%

25%

INTERPRETATION : We surveyed 120 shops of agriculture market which include new grainmandi , moter market and tractor market. we found 13% customers purchase Pennzoil products. We found elf and castrol are main competitor of Pennzoil oil in agriculture market. we found elf is the leader in agriculture market and capture part (32%) of market in jodhpur..

2. MARKET SHARE IN TWO WHEELER MARKET

MARKET SHARE IN TWO WHEELER MARKET

17%

10% PENNZOIL ELF CASTROL SERVO OTHERS

20%

28% 25%

INTERPRETATION: We surveyed 60 shops of two wheeler market. we found 10% customers purchase Pennzoil 2T oil. We found servo and castrol are main competitor of Pennzoil 2T oil in two wheeler market. we found servo is the leader in two wheeler market and capture part (28%) of 2T market in jodhpur.. 3. MARKET SHARE IN TRANSPORT MARKET

MARKET SHARE IN TRANSPORT MARKET

17%

3% PENNZOIL ELF CASTROL SERVO OTHERS

33% 20%

27%

INTERPRETATION: We surveyed 30 shops of two wheeler market .we found 3% customers purchase Pennzoil TRP. We found elf and castrol are main competitor of Pennzoil oil in transport market .we found elf is the leader in transport market and capture part (33%) of transport market in jodhpur.. In this market we found Pennzoil have in very low position and very low market share.

4. DO YOU KNOW ABOUT THE PENNZOIL TRP

AWARENESS ABOUT BRAND TRP

20%

YES NO

80%

INTERPRETATION: Most of the people are not known about the brand name of Pennzoil TRP. So there is very less brand awareness about the TRP concept.

5. MODE TO KNOW ABOUT PENNZOIL PRODUCT

MODE TO KNOW ABOUT PENNZOIL PRODUCT

20% WALL PAINTING BENNER POSTER

50% 30%

INTERPRETATION: Most of the people come to know about the brand by wall painting, banner, poster and pamphlets. Other brand building activities is also helpful in making awareness about its product. Wall painting is play major role for product merchandising.

6. PERCEPTION ABOUT THE PRODUCTS OF PENNZOIL

PRODUCTS OF PENNZOIL

10% 10% 50% 30% ENGINE OIL GREEC GEAR OIL 2T OIL

INTERPRETATION: We found in all over jodhpur market ,most of the people known about Pennzoil by its engine oil and Greece.

7. MOSTLY USED PENNZOIL PRODUCTS

PRODUCT MOSTLY USED IN JODHPUR

10% 10% ENGINE OIL GREEC GEAR OIL 2T OIL

50%

30%

INTERPRETATION: We found in our survey that people mostly use engine oil then Greece and gear oil and 2T oil in jodhpur market.

8. ATTENTION ON PROMOTIONAL ACTIVITIES

ATTENTION ON PROMOTIONAL ACTIVITIES IN JODHPUR

5%

YES NO

95%

INTERPRETATION: 95% of the respondent’s gives attentions on the promotional brand building activities of TRP conduct by us .while 5% are not given any response or attention on our brand building activities.

9. SATISFACTION WITH PENNZOIL PRODUCTS

SATISFACTION WITH PENNZOIL PRODUCTS

5%

YES NO

95%

INTERPRETATION: 95% People are satisfied with the products of Pennzoil . 5% people are not satisfied from Pennzoil products.

10. REALIABILITY ON PROMOTIONAL ACTIVITIES

REALIABILITY ON PROMOTIONAL ACTIVITIES

10%

YES NO

90%

INTERPRETATION:

90% of the respondent are of the view that promotional activities are reliable because of these promotional activities increase the sales and brand recall.

11. COLOUR OF PRODUCT HELPING IN IDENTIFICATION

COLOUR IDENTIFICATION

8%

YES NO

92%

INTERPRETATION: The yellow color of the packing of Pennzoil products helps the people to identify the Pennzoil brand, so the color of the packaging itself helps in promoting the brand awareness.

12. REASON FOR NOT USING PENNZOIL PRODUCTS

WHY NOT USING PRODUCTS

9%

18% 1%

37% 35%

COSTLY QUALITY MARKETING RELATIONSHIP AVAILABLETY

INTERPRETATION: We found in our survey in Indian market the main reason for not purchasing the Pennzoil products is: 1. Major people said that there is a communication gap and relationship between dealers and C&F . 2. Other main reason is less marketing activities by C&F. 3. 18% people said that its product is costly.

13. AVALIBILITY OF PENNZOIL AT DEALEARS

AVALIBILITY AT DEALEARS

36%

YES NO
64%

INTERPRETATION: We surveyed 180 motor market shops in all over. India In our activity we found that in all over approximate 64%of motor market shopkeeper contain Pennzoil product.

14 ECOMMENDATION BY MECHANIC TO CUSTOMER TO PENNZOIL

RECOMMENDATION BY MECHANIC

11%

favor unfavor

89%

INTERPRETATION:

In our activity, we found that only 11% mechanic recommend Pennzoil product to their customer to use in their vehicles. Recommendation is very low by mechanic.

Questionnaire
Promotional Activity Conducted at Jodhpur. 1. Do you know about PENNZOIL TRP? (a)Yes (a)Hording (c)T.V. Advertisement (a)Engine oil (c)Gear oil (a)Engine oil (c)Gear oil (a)Yes (a)Yes (a)Hording (c)T.V. Advertisement (e) Personnel contact 8. Do you believe massage given by promotional activity? (a)Yes (a)Yes (b) No (b) No 9. Do you use PENNZOIL product because of its advertisement / sales promotional activity? 10. Promotional activity reflect the following image of PENNZOIL TRP brand?
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(b) No (b) Pump let (d) Wall Painting (b) Greece (d) all above (b) Greece (d) all above (b) No (b) No (b) Pump let (d) Wall Painting

2. How you came to Know about PENNZOIL TRP?

3. What do you know about PENNZOIL TRP?

4. Which PENNZOIL TRP product use by you?

5. Do you give attention on promotional activities by PENNZOIL TRP? 6. Do you like PENNZOIL OIL or not? 7. Which type of promotional activity is most effective according to you ?

(a)A costly product (c)A reliable product (a)Yes (a)Yes (a)A costly product (c) Not reliable product

(b)A pure product (d)A Quality product (b) No (b) No (b) Not pure & fresh product (d) not available easily

11. Do the yellow co lour PENNZOIL packing remind you about PENNZOIL oil? 12. Do you know the difference between PENNZOIL TRP and other product? 13. Why do you not use the PENNZOIL product?

Conclusion
1. High rates are kept by the distributors to the retailer’s hence poor margin for dealers to earn visa ELF, TOTAL, VOLVOLINE, IDEMITSU ETC. 2. OTHER prominent lubricant groups do pass out monthly schemes to dealers but it has never happened to Pennzoil. 3. Before that there was no advertisement material was seen in the market to have proper visibility & acquaintance of brand. 4. Poor credit policy of the distributor. Before the product comes they Start asking about money where as in the cost, credit and cost-benefit Driven market competition is providing reasonable credit period & limit. 5. Mechanic asked since long time no mechanic meet has been conducted. 6. There are rate differences from the one dealer to other and in rural market product can be purchase at comparatively low rates no uniform price policy practices by the distributor.

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Bibliography
• • • • • • www.google.com. Pamphlets and information from Pennzoil. Learning and observations. www.pennzoil.com.

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