CHAPTER-1

INTRODUCTION
1. INRTODUCTION:Business is collective activity concerning a large number of people. Profit earning cannot be the sole motive of business activity. Businessmen have certain social responsibilities that must be met. In olden days the important of the study of consumer behavior was not realized by business and industry. It was taken for granted that whatever is produced can be sold easily in the market. Now, time has changed, recognitions have changed and consideration have changed. All the businessman and the industrialists have came to know that none of the marketing efforts could be successful if the choice, taste and attitude of consumers are not properly considered. So now stress is laid upon marketing research and the study of consumer behavior. So now let us discuss in brief about each and every aspects of marketing strategy that are been used recently. 2. MARKETING:Marketing can be defined as a social and managerial process through which individuals and groups obtain what they need and want through creating, offering and exchanging products of value with others. This definition of marketing is on the following core concepts of need, want and demand products, value, cost and satisfaction, exchange,

transaction and relationship, markets, marketing and marketer. Marketing means working with markets to actualize potential exchange for the purpose of satisfying human needs. 3. MARKETING RESEARCH:Marketing research is the systematic design, collection, analysis and reporting of data and findings, relevant to a specific marketing situation facing the company. The function of marketing research is to provide information that will assist marketing managers to recognize and react to marketing opportunities and problems. 4. CONSUMER BUYING BEHAVIOUR:Consumer buying behavior is influenced by four major factors. They are cultural factor, social factor, personal factor and psychological factors. A study of these provides clues to reach and serve buyers more effectively. Consumer buying behavior consists of four different types. These types are: Complex buying behavior Dissonance reducing buying behavior Habitual buying behavior

Variety seeking buying behavior

These are based on whether the consumers have high or low involvement in purchase and whether brands exhibit many or few significant differences. Consumers go through complex buying behavior when they are highly involved in purchases and aware of significant

differences among brands. In Dissonance buying behavior, consumer are highly involved in purchase but see little differences in the brands. Variety seeking buying behavior is characterized by low involvement and significant brand differences. Many products are brought under condition of low involvement and insignificant brands differences and our of the habit consumers by the same product frequently behavior of the consumers constitutes the ground on which the marketing operate. The study of consumers behavior initiated and developed by the trade in its attempt to formulate marketing strategies had captures the market and conquered the consumers. Study of consumer behavior plays an important role in the determination of marketing policies of any enterprises. Today the number of companies that are involved in ONGC (Oil & Natural Gas Corporation) in India had increased the stiff competition is there. Only an organization that is founded on effective marketing system can stand in the market. Effective marketing system calls for research on consumer behavior. Let us see the necessity of studying the marketing strategy. In market many companies are having their Oil & Gas products and all of them are trying to increase their respective sale. For that each and every company has their own policies and marketing strategy to confess the consumers. Brand popularity too plays a vital role in the sale of the products. Less known brands are not able to influence the market to greater extent even if the standard companies manufacture them, while as the local brand if they are population have large scale. Thus to capture the huge market share study and updating of marketing is necessary also study of consumers behavior is necessary being they are the end users of the product.

Modern marketing calls for firms to develop a new product, price it attractively, making it accessible to target customers and more importantly communicate with their customers. Communication is a very vital aspects because those for whom a product is designed and developed have to told about it if they are to buy it. Although the old adage says Good wine needs no bushel meaning that word of mouth alone is all that will be needed to create customers if a product has a competitive edge, this is not generally so. Because, in todays competitive scenario over and above the word of communication, it is necessary for the seller to also use persuasive communication to increase level of business and accelerate the diffusion process. If title firm neglects the problem to communication, it will wake up to realize that their competitors (though late entrance) have admirable positioned to capture that market with a me-too product that is supported by persuasive communication techniques.

5. MEANING OF COMMUNICATION:Simply stated, communication is the transfer of information from the sender to receive the information being understood by the receiver. There is no doubt or exaggeration when we say that communication function is the means by which organized activity is unified. The function of communication is to provide a means by which people are linked together with an organization to achieve a common goal. Marketing communication can be defined as a phenomenon that starts with the presentation if ideas or messages of information to a target market through various medias & cues, with the intention of creating a positive impact and thus soliciting a favorable response from the market towards the companys producing and

also simultaneously make provision for receiving market feedback to enable them to improve & modify their product offering. According to Philip Kotler. A product is any thing that can be offered to a market of attention acquisition, use or consumption that might satisfy a want or needs. It includes physical objects, services, persons, places, organization and ideas. We should also define a product item according to American Marketing Association A product item is a distinct unit that is distinguishable by size, price appearance or some other attribute. An item is sometimes called a stock keeping unit. While development process of India in all aspect, concept of Oil & Gas industries came into existence. 6. HISTORY OF COMAPANY:Indian Oil Corporation, or IndianOil, (NSE: IOC) is an Indian stateowned oil and gas company. It is Indias largest commercial enterprise, ranking 105th on the Fortune Global 500 list in 2009. IndianOil and its subsidiaries account for a 47% share in the petroleum products market, 40% share in refining capacity and 67% downstream sector pipelines capacity in India. The Indian Oil Group of Companies owns and operates 10 of India's 19 refineries with a combined refining capacity of 60.2 million metric tons per year. IndianOil operates the largest and the widest network of fuel stations in the country, numbering about 17606 (15557 regular ROs & 2049 Kissan Sewa Kendra). It has also started Auto LPG Dispensing Stations (ALDS). It supplies Indane cooking gas to over 47.5 million households through a network of 4,990 Indian distributors. In addition, IndianOil's Research and

Development Center (R&D) at Faridabad supports, develops and provides the necessary technology solutions to the operating divisions of the corporation and its customers within the country and abroad. Subsequently, IndianOil Technologies Limited - a wholly owned subsidiary, was set up in 2003, with a vision to market the technologies developed at IndianOil's Research and Development Center. It has been modeled on the R&D marketing arms of Royal Dutch Shell and British Petroleum

CHAPTER-2

OBJECTIVE OF STUDY

The dissertation, Study of sale of petroleum products with Specific Reference of Indian oil in Chadrapur city, is purely research based on the Indian oil and gas(IOCL) company, which supplies oil and gas to the different stockiest in different areas.

MAIN OBJECTIVES ARE:There are following main objective of study . 1] 2] 3] 4] 5] To determine the consumer preference in quality product that gives more mileage & long life to consumers vehicle. To determine the standards of judging adopted by consumer in brand choice. To determine the factor affecting the dealer attitude towards various brands To determine the acceptable range of prices. To determine the suitable to advertise the new product.

CHAPTER-3

SCOPE OF STUDY

There are following points of scope of studies.:-

1] 2] 3]

To check the approximate sales. To check the fulfillment of demand by the company. To check the distribution network from manufacture to ultimate customer.

4] 5]

To check the successfulness of strategy adopted by the company. To find out marketing strategy of IOCL with respect to other oil & gas companies.

CHAPTER-4

HYPOTHESIS

1] 2] 3] 4]

Among all the oil & gas companies, the Indian oil corporation is most popular in Chandrapur city. Indian oil corporation which is a market leader in national is also National Leader in Chandrapur city. Advertisement of Indian oil product does effect on its sales in Chandrapur City. Indian oil [petroleum products] has most used in Chandrapur as compare to any other oil companies petroleum products.

CHAPTER-5

RESEARCH METHODOLOGY
The study is based on first hand data, collected from the field of investigation which includes both collection of data from unpublished Government records and contacting the workers working in the field and information also collected from the Supervisors and Managerial Cadres. The researcher of the present study employed scientific procedure of collection of data and therefore this thesis consists of different types of analytical approaches. In order to obtain proper and factual information the researcher has frequently visited the area of the present study and has undertaken to study of problem in depth. He has also kept in mind the different angles used in RESEARCH METHODOLOGY, because methodology is the heart as well as brain to complete any research work. Without methodology no research can be completed. Methodology is the guidelines and road to completion of the research project on sound footing through which you will gather the collections and observations we adopted a certain method for the research project as under which is found very suitable for the accomplishment of the work itself. This part of the research is much vital, as greater care to be taken in planning the study and collection of data, so that significant factors can be included and answer obtained will be reliable and valid. This selection deals with the different aspects of the study selected for the research, which had to e studied for valid generalization about the phenomena.

10

It gives the exact meaning of various units measurements or terms used for this purpose, definition of universe and information regarding the method of data collection etc. 1. CONSTRUCTING THE RESEARCH Data Sources Research Approach Research Instrument Contact Method Primary data, Secondary data Observation, focus group, surveys, Experiments Questionnaires, Mechanical Instruments Telephone, Mail, Personal

Source of Data A research plan calls for gathering primary data, secondary data or both. 1. Primary Data Primary data consists of original information gathered for the specific purpose. Data was collected from the primary source i.e. Questionnaires was developed with the help of which personal interviews were carried out. Also along with this I carried out personal interviews with direct dealers and consumers. 2. Secondary Data Secondary data consists of information that already exist somewhere, collected for another purpose. Secondary data provides a starting point for research and offer advantage of ready availability. For secondary data I realized on the companys reports, Dealers list available in the company. I met them personally and collected required data from them. Most marketing research involve primary data collection. The normal procedure is to interview some people individually or in groups. For the

11

purpose of this dissertation both primary and secondary data are used. To analyses consumer buying behavior a total of 50 consumers of various age groups were interviewed. For calculating the market shares of various types of Dealers and 50 consumers were interviewed.

2. METHODOLOGY:The data collected through primary as well as secondary sources in secondary sources, commercial journals, magazines, newspaper, like economic time were offered. In the primary source, survey, method was adopted. Questionnaires were farmed and visited to colleges academic institutions, offices, shops etc.

CHAPTER-6

12

COMPANY PROFILE
The No.1 Company:Indian Oils position as Indias Company remains unbeaten. It has also moved up to 170th place in the Global 500 listing by FORTUNE MAGAZINE in 2005 of the Largest Industrial Corporations in the world. Among the 53 petroleum companies listed, it ranks 29th by sales and 19th in terms of profits. Indian Oil owns and operates six of Indias 10 refineries with a refining capacity of 54.20 million tones of crude oil per annum which is 51.2% of the countrys total refining capacity. It has a cross-country pipeline network of 3850 kms. Markets 57% if nations consumption of petroleum products and is the canalizing agency for import of crude oil and petroleum products. Incorporated in 1959 as Indian Oil Company Limited, it became a corporation in 1964, when the Indian Refineries Limited was merged with the Company. The corporation has four Divisions-Refineries and pipelines, Marketing, Assam Oil and Research and Development. The sophisticated R&D Center is the only one of its kind in Asia. Its wholly owned subsidiary, Indian Oil Blending Limited has been blending a variety of lubricants since 1964 and produces over 450 grades of lubricants and greases which are marketed under the Servo Brand name.

Servo Lubes-for every use:-

13

Indian Oils Servo brand of lubricants account for more than 50% of the countrys market share. There is a SERVO lubricant for virtually every application. During fiscal 2005, marketing of lubricants was introduced in 20 liter packages. A new four liter bag-in-box package was also introduced for the premium engine oil Servo Superior Multigrade. To engine oils has been phased out. In Quest of Excellence:Indian Oils R & D center, the only one of its kind in Asia, has helped inject dynamism in product development and technology upgradation. It has developed over 1200 lube formulations and over 99% of the international quality SERVO lubricants marketed today are indigenous formulations. Over 250 approval have been received from major national and international engine builders. During fiscal 1991 along, the center developed 84 lubricant formulations including cold rolling oil for steel plants, load carrying steam turbine oil for the INDIAN NAVY, synthetic oil for application in compressors, hydraulic systems and metal cutting. A high performance lithium complex and high temperature greases for specific requirements of steel plants were also developed. For optimizing Fluid Catalytic Cracking (FCC) plant performance to suit the low conversion distillate mode of Indian FCC units, a steady state process simulator called FCC MOD was developed and installed at MATHURA REFINERY. Other R & D efforts during fiscal 2005 include doping motor gasoline with multi-functional additives for improving its performance characteristics and experiments to study operability of diesel fuel doped help conservation of lubes, production and marketing of MIL-B monograde

14

with Middle Distillate Flow Improver (MDFI) additives in the new climatic chamber. Also installed during the year was a facility for measuring exhaust emission from two stroke engines. The center, also received approvals for 24 products on trial in different areas with Railways, Defence, Steel Plants, Heavy Engineering Industry etc. International Trade:As the nations canalizing agency, Indian Oil imported 24.13 million tones of crude oil and 8.76 million tones of petroleum products at a cost of Rs12,262 crores during fiscal 2005. about 2.67 million tones of surplus petroleum products values at Rs.1039 crores of exported. During the year, the corporation also diversified its sources of supplies of crude oil and products. Projects:Among the major projects completed during fiscal 1991 are slack wax augmentation facility at BARAUNI REFINERY, radial well D at GUJRAT REFINERY and LPG Bottling facility at SILCHAR in Assam and Calicut in Kerala. The major projects on hand, include a 1.2 million tones per year capacity Hydro-cracker, for the first time in the country, at GUJRAT REFINERY to increase yield of distillate products. Energy Conservation:Concerted efforts continue to be made by Indian oil to not only achieve energy savings in all its areas of operations but also guide others and promote the concept. Recurring annual fuel savings of over 127,000 tones valued at Rs.36 crores have already been achieved through

15

replacement of low efficiency furnaces, optimization of heat exchange system and provision of waste heat recovery facility. Other projects under implementation at Gujrat, Mathura, Haldia, Panipat and Digboi Refineries will yield further savings of 37,300 tones of fuel annually. Indian Oil, as a pioneer of petroleum, conservation in the country, organized a mass education conservation week during the year. A media campaign was also launched to promote multigrade long drain lubricants and use of energy efficient appliances like NUTAN Kerosene Wick Stove. Assistance is also being rendered to industries for replacement of inefficient boilers. Seventeen states have been adopted for a concerted conservation action plan. A new fuel efficient LPG HOT PLATE with a thermal efficiency of 73% has also been developed. The corporations GUJRAT REFINERY was awarded by the Government for Best Insulation Effectiveness. A new thrust has also been launched by the corporation on adoption of renewable energy sources. High Premium on Safety:Indian oil believes in maintaining the highest standards of safety which enabled 85 units of the Marketing Division alone winning the prestigious BRITISH SAFETY COUNCIL award for 2005. These include 54 bulk installations and depots, 17 bottling plants and 14 aviation fuel stations. The Sword of Honour of British Safety Council was awarded to the GUJRAT REFINERY for the best safety performance in 2004. The Award of Honour from the National Safety Council, Chicago, USA was, for the 6th consecutive year won by the Koyali-Ahmedabad pipeline. Indian oil also won two of the Oil Industry Safety Directorate awards Best

16

Overall Performance to HALDIA REFINARY and the Best LPG Marketing Company to the Marketing Division. Environment Consciousness:Indian Oils firm commitment in keeping the environment clean, green, and pure has seen it setting up pollution control cells at all its refineries. Ambient air quality is continually monitored and effluent discharge systematically treated. The treated effluents of Gujrat and Mathura refineries are used for irrigation. An ecological park is being set up at Mathura refinery and a 100 meter wide green belt is being established at Gujrat Refinery. Occupational health centers are being set up at all refineries and regular monitoring undertaken of work place environment. Even noise pollution is being controlled. Tree plantation programmers are undertaken by all units to help preserve the ecological balance. Sharing its Expertise Abroad:Indian Oil lends its technological know how to other developing countries in every area of petroleum Refining, Marketing and Distribution, Research and Development, Finance and General Management. During fiscal 1991, technical cooperation agreement was renewed with NEPAL OIL CORPORATION for rendering assistance in aviation fuel handling and maintaining their facilities at air fields in Nepal. Assistance also continues to be rendered to MALDIVES AIRPORT AUTHORITY and BHUTAN OIL CORPORATION. Another agreement has also been signed with NEPAL OIL CORPORATION for assistance in blending of lubricants. Sir Lanka Oil Corporation ltd. Fuel Station.

17

Indian Oil continually creates a modern technological base to grow self-reliant enrich the quality of life and earn foreign exchange for the country. Indian Oil Blending Limited:Indian Oils wholly owned subsidiary Indian Oil Blending Limited earned a net profit of Rs.3.56 crore and declared a dividend of 20% amounting to Rs.72 lakhs. Its lube blending plants at Mumbai and Calcutta produced 2,48092kl and 1,33,561kl respectively, thereby achieving a capacity utilization of 165.4 percent and 133.6 precent respectively. The grease production at Vashi, Mumbai touched an all time high of 10,552 tones. Board of Directors
B M Bansal Chairman & Director (Planning & Business Development) S V Narasimhan Director (Finance) G C Daga Director (Marketing) B N Bankapur Director (Refineries) K K Jha Director (Pipelines)

18

Dr. R K Malhotra Director ( Research & Development) Sudhir Bhalla Director (Human Resources)

INDIAN OIL AT A GLANCE RANKS NO.1 COMPANY IN INDIA Division Marketing Refineries Research & Developments Assam Oil Division Pipelines Indian Oil Blending Ltd. 1. Head Office 2. Regional Office 3. State Office 4. Divisional Offices 5. Indane Area Offices 6. Depots 7. Aun Fuelling Station 8. LPG Bottling Plants 9. Refineries Head Quarters Mumbai New Delhi Faridabad Digboi New Delhi Mumbai Situated in Mumbai 4 15 44 35 162 94 87 10

19

10. Refining capacity 11. No. of Retail Outlets 12. No. of SKO/LDO dealership 13. No. of LPG distributorship 14. No. of consumer outlets INDIAN OIL CORPORATION LIMITED (Marketing Division)

24.40 million tones 10228 3553 4699 4563

Indian Oil Corporation Limited, marketing and distributing petroleum products through its Marketing Division. The Marketing Division of the Indian Oil Corporation has its Head Office at Mumbai. Indian Oil Corporation Limited, (Marketing Division) G 9, Ali Yavar Jung Marg, Bandra (East), Mumbai 400051 For effective supervision of marketing, Indian Oil has its four Regional Offices located at Mumbai, Delhi, Calcutta and Madras. Western Region, Mumbai (Marketing Division) having nine Division Offices at Mumbai, Pune, Ahemadabad, Bhopal, Rajkot, Surat, Nagpur, Jabalpur, and Raipur. Western Regions span of control covers whole Maharashtra, Madhya Pradesh, Gujrat and Goa.

20

ROLL OF MARKETING DIVISION:To receive the finished products from refineries by Pipeline/Rail/Road and store them at their Installations, Terminals and Depots. From their dispatch of these Petroleum Products by Rail or Road to their Consumers, Private customers, Retail Outlets, according to their demands or indents. In short, receipt of petroleum products in Bulk and distribution to its Consumers, Retail Outlets and private customers. NAGPUR DIVISIONAL OFFICE:Nagpur Divisional Office is one of the major and very important Divisional Office of the Western Region and it is located in the center (Heart) of the India. Nagpur Kivisional Office having 3 Bulk Storage Depots located at Akola(Gaigaon), Chandrapur(Tadali), and Nagpur(Khapri). In addition to this, two Aviation Fuel Stations at Nagpur and Aurangabad also coming in the jurisdiction of Nagpur Divisional Office. One Small Can Filling Plant (SCFP) at Khapri, Nagpur Divisional Office is headed by CDCSM & CDCSM. This Divisional Office cater Vidarbha, Marathwada, Khndesh covering 15 Districts. BULK STORAGE DEPOT TADALI (CHANDRAPUR);This is one of the major depot of Nagpur Divisional Office. It is situated on Chandrapur Nagpur Highway and it is 15kms away from Chandrapur. Tadali Depot commissioned in May 1994 in 35 acres of land. Tadali depot handle MS, HSD, SKO. It caters, Chandraput, Chimur, Sironcha, Wani, Gadchandur, Maregoan and Gadchiroli Districts. Tadali Depot takes care of 34 Retail Outlets and cousumers like MSEB, BILT, ACC, UltraTech, Manickgarh, MCW, MEL, WCL, Ordance Factory, Power Grid, and other

21

private consumers. Tadali Depot is headed by Sr. Depot Manager. Tadali Depot receive petroleum products by Railway Tank Wagons from Manmad Terminal. About 121 grades of lubricants covering Automotive and Industrial Lubricants, Greases, Metal working oils and special oils marketed by Tadali Depot. Lube Oil barrels contains 205 liters, 207 liters and 210 liters of lubricants and Grease Drums of 175, 180 and 182 kgs. Capacity.

22

CHAPTER-7

PROFILE OF CHANDRAPUR CITY

* OVERVIEW OF CHANDRAPUR CITY:Chandrapur city is the biggest district in Maharashtra state. Covering surface area of 29.498 1cm. chandrapur district remained undivided till 26th August 1982. when the district emerged Gadchiroli district occupy the area 16.434 sq.km. There are 13 Talukas in the district. They are Chandraput, Bhadravati, Worora, Chimur, Nagbhid, Bramhapuri, Sindewahi, Mul, Gondpipari, Rajura, and Ballarpur. The district endowed with beautiful forest resources, the district is know for the best quality at teak trees & species. The district is rich in minerals, specially coals, iron, copper clay & lime stone. There was first traced in act 1985 & iron deposits were treated in 1873. Paddy is the main crop grown by the farmers culturally & educationally people were far away from the main stream of life. To exploit the rice natural resources & all avenues for economics and industries development state Government has prepared a master plan in 1960 and offered a number of privities and tax relief. Provided incentives to the industries map of India, Since then the process caught momentum till today. Now most of the region is in the state development. Now there are more than sixty medium scale industries humaning the district. Industries like Ballarpur Paper Mills, WCL industries, Thermal Power Station, Electrosmelt Glass Factories, Rooting Files Plywood, Ceramics etc.

23

Moreover there are 585 small-scale industries. This has provided employment to thousand of people in the district and engaged an different posts. As far the Chandrapur city is conserved once it was the most traditional & backward town surrounded by fort has now turned into busy business and industrial centre. There are more than 25 big and medium scale industries private as well as public sector and industries registered upto 78-79. LARGE SCALE INDUSTRIES:Sr.No. Name of Industry 1. 2. 3. 4. 5. 6. 7. Ballarpur Paper Mills, Ballarpur Asswociated Cement Company, Ghugus Maharashtra Elektrosmelt Ltd. ,Chandrapur UltraTech Cement Work, Awarpur Electrolux Regrigerator, Worora Mnikgarh Cement, Chandrapur Ordnance Factory, Chanda, Bhadrawati No.of person employed 4500 1135 1044 375 626 ----244 small-scale

Population Of Chandrapur City In Fast Rising As Indicated In Followed Table

24

Year 1941 1951 1961 1971 1981 1991 2001

Total 35,736 40,744 51,481 75,134 1,15,777 2,67,890 8,00,000

As we see above we come to know that population of Chandrapur city is increasing day to day we found that various that various classes of people live in Chandrapur city. Due to increase in population Chandrapur city has opened a wide field of the marketing of all fields. And thats why the increase in transport, and because that the Chandrapur city consume more petroleum oil. Increasing in population brought an increase in demand and also created demand of Petroleum , deasel, LPG etc. It is found that there is an increase in personal income of the people of city. Now people want to spend more and procedure more comforts. The gives a new momentum to development of new marketing ideas. Chandrapur being a city of district place all governments officers established in separate complex. Famous Temple of traditional nature, Churches, Mosques are located in the city as well. CHAPTER-8

25

ROLE OF ASVERTISEMENT
The word advertising originates from a Latin word Advertire which means to turn. Therefore advertising means Marketing to people to turn them. 1. DEFINITION:The American marketing Associate, Chicago has defined advertising as any paid of non-personal presentation or promotion of ideas, good or services, by an identified sponsor. According to R. H. Cooey, Advertising is mass, paid of personal communication the ultimate purpose of which is the impart information, develop attitudes and induce action beneficial to the advertiser. 2.OBJECTIVES OF ADVERTISING:The whole of advertising effort has to be geared to again the organization advertising goals. Therefore, effectiveness of advertising has to be evaluated against the specific goals of advertising. According to condiff still and Govarri, the objective of advertising are: 1. To do the entire selling job (as in amil order marketing). 2. To introduce new product (by building awareness among potential buyers) 3. To force middlemen to handle the product (pull strategy). 4. To build brand preference and company image (thus marking it difficult for middlemen to sell substitutes).

26

5. To remind users to buy the product (Reminder Advertising). 6. To public rationalizations for buying (i.e. a price change, a new model of a new product). 7. Provide rationalizations for buying (i.e. socially acceptable excuses). 8. To combat or neutralize competitors adverting (competitive or comparative advertising). 9. To improve the morale of the sales force and/or dealers (by showing that company is doing its share of promotion). 10. To acquaint buyers and prospects with new user of the product ( to extend the product life cycle). 4. EVALUATION OF ADVERTISING EFFECTIVENESS:Advertising involves major sums of money that can be misspent by organizations due to various weaknesses. Expenditure on advertising should not be a waste but-it should yield rich dividends. The ultimate purpose of advertising to sell the product, ides or service. Ability to generate sales is the test of an advertisement. Once a strong like is established between the need and the name, advertisement can induce buying action. Success or failure of an advertisement ultimately depends upon the effectiveness communication of desired information and attitudes. The communication i.e. the flow of information understanding must be to the right people, at the right time and at the right cost. If an advertisement creates anticipated sales volume as per our sales forecast, it means that the advertisement is very effectiveness and efficient. We cannot afford to spend on wrong or effective less advertising hence, we have to check the effectiveness of our advertising.

27

5.TECHNIQUES EFFECTIVENESS:-

FOR

EVALUTION

OF

ADVERTISING

If advertising is regarded as a sales tool in our advertising campaign, the effectiveness of that campaign should be measured in terms of sales result. It is goal is to achieve a specific change in consumers, awareness, attitude of behavior, then the measurement of the advertising effort should be in terms of changing consumers attitudes. According there are two techniques for measuring and effectiveness viz.
1. Communication Effect Research

2. Sakes Effect Research 6. MEASURING TECHNIQUES USED FOR ALUATING

ADVERTISING EFFECTIVENESS INCLUDE:6.1Gallup Robinson Impact Test :This test employs the aided recall test method. A responded is given a magazine and asked to recall anything he remembers by seeing it. 6.2Triple Association Test :This test measures the degree of brand learning among its users. The respondent is provided which clues or ideas with which he is asked to associate a brand name. It also called Theme Contest Test.

6.3Error In Recognition Measurement :-

28

Under this techniques advertisement are shown to the respondent at high spread either in whole or it part and he is later asked to furnish further information on these advertisement. 6.4The Liker Scale :This is an attitude measurement instrument. The method requires collection of a large number of statement relevant to the attitude under investigation. Then a panel of judge is asked to rank the statements and indicates the extent of their agreement with given statement. Each statement it assigned a numerical value and the score is calculated on the basis of that value for all the statement. The advertisement with the highest score is considered to be more effective and efficient. Types Of Product:1) MS Motor Spirit (petrol) 2) HSD High Speed Diesel 3) SKO Super kerosene Oil 4) LPG Light Petroleum Gas 5) Marine Fuels & Lubricants 6) ATF/Jet Fuel 7) Indian Oil Aviation Service 8) Bitamen 9) Servo Lubricants/Greases

29

CHAPTER-9

30

DATA ANALYSIS
According to the present market positions there are many different kinds of factors that are responsible for the sale ratio of the product and plays the important role in the growth of the company. Different companies has different terminology for the sale of their product in the market or to capture the market.

1. Respondents in Chandrapur City to the Oil Companys :Table 1 Sr. No. 1. 2. 3. 4. Oil Companys Indian Oil Corporation Ltd. Hindustan Petroleum Corporation Ltd. Bharat Petroleum Corporation Ltd. Relience Petroleum Ltd. % of Respondents 45 30 25 00

The data presented in the table 1 show that the most response gets to Indian Oil Corporation ltd. i.e. 45% and it is closely followed by the Hindustan Petroleum Ltd. 30% and Bharat Petroleum Ltd. 25%. The Relience Petroleum not working in Chandrapur.

31

45 40 35 30 25 20 15 10 5 0

IOCL HPCL BPCL

IOCL

HPCL

BPCL

Respondents in Percentage

2. Selling Information in Chandrapur City:Report of Retail Out let in Chandrapur:-

32

MS Motor Spirit (petrol) HSD High Speed Diesel SKO Super kerosene Oil LPG Light Petroleum Gas Table 2 Sr. Retail Out Let MS (inkiloliter ) 11280 576 432 144 288 864 576 576 576 864 288 288 216 288 1008 HSD kiloliter) 15600 576 21600 432 1800 3600 1296 576 576 1440 720 720 720 576 1728 9600 1440 3480 2880 SKO (in (in kiloliter) LPG (in Refill) No. (Dealers Service Station) 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14. 15. 16. 17. 18. 19. Adarsh Service Station Prasanna Service Station Modern Service Station Shubham Service Station Gurukrupa Service Station Shiva Automobile, Rajura Balaji Petroleum, Mul Shree Servo, Gangalwadi Aditya Servo, Sindewahi Prabhakar Petroleum, Tadodhi Shrivastava Petroleum, Marta Om Sai Kissan, Madheri Pornima Petroleum, Khambada Goldan Servo, Sakarwahi Shubham Service Station, Ghugus Sharma Brother, Chandrapur Sharma Brother, Gadchiroli Vilas Kerosene Agency

Narendra Kissan Seva, Pombhurna 288

33

20. 21. 22. 23. 24. 25. 26. 27. 28. 29. 30.

V.C.M.S. Mehta & Sons Agency Venkatesh Oil Agency Mahesh Oil Company G. G. Bakade Agency Chandake Oil Agency Saroj Gas Agency Kamal Gas Agency Chetan Gas Agency Durgapur Gas Agency M.E.L. Gas Agency

2160 1440 2160 2160 2160 2160 20,000 10,000 20,000 10000 10000

Report of Direct Customers in Chandrapur:Table 3 Sr. Customers MS(Petrol)in HSD(Diesel)in

34

No. 1. 2. 3. 4. 5. 6. 7. 8. 9. 10.

KL MS-RTC (ST), Chimur MS-RTC (ST), Chandrapur Maratha Cement UltraTech Cement ACC Cement NTPC Maharashtra Elektrosmelt Ltd. CTPS, Durgapur WCL Tadali Workshop Ordnance Factory 144 288

KL 1152 2880 1728 1728 1440 144 864 720 144 432

3. Total Sale of Product:Table 4

Sale in kiloliter/Refills 35

Sr.No. Product
1. 2. 3. 4. HSD(diesel) MS(petrol) SKO(kerosene) LPG

2007 60,500 kl 28,950 kl 29,460 kl 55,400 rf

2008 61,580 kl 30,540 kl 30,500 kl 58,000 rf

2009 63,480 kl 35,976 kl 28,950 kl 60,000 rf

2007
70000 60000 50000 40000 30000 20000 10000 0 HSD MS SKO HSD MS SKO

2008

36

70000 60000 50000 40000 30000 20000 10000 0 HSD MS SKO HSD MS SKO

2009
70000 60000 50000 40000 30000 20000 10000 0 HSD MS SKO HSD MS SKO

Total Sale of LPG

37

60000 59000 58000 57000 56000 55000 54000 53000 2007 2008 2009 LPG

CHAPTER-10

38

CONCLUSION
From the survey done by me I have reached to the following conclusion:The present study is related to the selling of Indian Oil Corporation Ltd. energy brands in Chandrapur city. These is most use of energy brands in Chandrapur for the vehicle, home, and industries etc. The chandrapur is know as a industrial place and there is a more than 100 Large & Small scale industries, and maximum industries preferred Indian Oils brand. There is more than 65% HSD(diesel) used for the Industries, so there is the large market for Indian Oil Corporation ltd. Chandrapur city has increased in size and population the need of the residents to have means of transport(vehicle) also increased, there is big traffic on city road and Adarsh service station sale 32 kiloliter petrol per day this is the most petrol selling service station of Indian Oil. There is large computation between the transport companies and because of such computation the most of diesel also consume by the Transport company, and according to study there is maximum transport companies preferred to Indian Oil energy brands like Diesel, Servo engine Oil, and Servo lubricants etc. IndianOil has a keen customer focus and a formidable network of customer touch-points dotting the landscape across urban and rural area. It has more than 30 petrol & diesel stations, including more than 10 Kisan Seva Kendras (KSKs) in the Chandrapur City. And one bulk storage terminals & depots in Tadaly (Chandrapur), 5 LPGas Agencies, IndianOil services every nook and corner of the City.

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It has a portfolio of powerful and much-loved energy brands that includes Indane LPGas, SERVO lubricants, XtraPremium petrol, XtraMile diesel, etc. While taking personal interviews I observed that Dealers and Marketing Officers of Indian Oil Corporation Ltd. gives more important to the quality services and marketing approach.

CHAPTER-11

BIBLIOGRAPHY
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BOOK NAME

AUTHOR Thakur R.S.N. B.N. Sethna Sexena David J. Luck Philip Kotler Ghunawall Mach Hanon Rathor S. C. Mehta

Marketing Principal & Techniques Modern Marketing Principal & Practice Research Method In Marketing & Management Marketing Management Marketing Research Marketing Research Journal Foundation of Advertising Theory &Practice Life Style Management Advertising Management Marketing Concept & Cases

CHAPTER-12

QUESTIONARY
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DEALER QUESTIONATIES Q.1) Name of Dealer Q.2) Address of Dealer Q.3) which media of you chose for advertising? a) News Paper b) Magazine c) Holdings Q.4) Which product sale most? a) Petrol b) LPG Gas c) Diesel Q.5)Who is you main competitor? a) HPCL b) BPCL

Q.6) What is position of percentage of your Service Station for Session 2010? a) Good b) Satisfied c) Unsatisfied d) Very Good

Q.7) Which Marketing Strategy you are using? a) Diversification b) Social Responsibility c) Communicate

Q.8) What policy you are using to compare with other competitor? a) Competitors strength & weakness Q.9) Yearly sales Figure :2006-----2007 2007-----2008 b) Facing competition

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2008-----2009 Q.10) During which month is the demand greatest? Q.11) During which month is the demand least? Q.12) Which of the following give best outcome? a) Advertisement c) Quality of product b) 24*7 service d) Any Other

Q.13) Is there any impact of TV or Other advertisement on the sale? a) Yes b) No

Q.14) Is the customer satisfied by the serviced? a) Yes b) No

CUSTOMER QUESTIONATIES Q.1) Name Of Customer:-

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Q.2) Address of the Customer:Q.3) Financial position of Customer:Q.4) Which Factor influence you to purchase from IOCL? Q.5) Which Factor influence you dont want to purchase from IOCL? Q.6) Please specify the reason and factor which influence you to purchase from IOCL? Q.7) Have you visited to other company in your city for details information About Petroleum Product? Q.8) What is your opinion about the Indian Oil Bulk Storage Depot regarding Service during sales & after sales?

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